Postmodern Aesthetics in Blockbuster Horror Sequels

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Introduction

The postmodern aesthetic can be used to address all manner of objects and texts; this includes using these aesthetics in the horror film series' such as Scream (1, and ) and Halloween (1, , 4, 5, 6 and 7) to illustrate the examples of postmodern aesthetics in blockbuster horror sequels. Both the Scream and Halloween series are films of the horror genre that exhibit examples of typically postmodern aesthetics and the qualities of a blockbuster movie.

Postmodernism

Postmodernism reacts against earlier modernist principles by reintroducing traditional or classical elements of a method, technique or style, for example horror film or romance novel. In other words using principles of a particular object or text and changing parts of it, while still retaining some of the original concepts of the object of text it is based on. Terry Eagleton in his book The Illusions of Postmodernism says "postmodernism is a style of culture which reflects something of the epochal change in a depthless, decentred, ungrounded, self-reflexive, playful, derivative, eclectic, pluralistic art which blurs the boundaries between 'high' and 'popular' culture as well as between art and everyday experience." (Eagleton, 17, pvii)

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This set of theories, though not always well defined, in essence, is the re-creation of something as something new but that is still recognisable as what it was before not necessarily improving it but leaving a self-conscious reference to the old object or text. For example, in fashion, a style of dress may become fashionable again but with a new fabric and different accessories. It is still recognised as a dress from its original time period (eg. the hippie fashion of the 160s) but it is a new style because of a few modernising adjustments (eg. instead of cotton it could be made of a cotton/nylon blend), leaving a product that when viewed can be recognised as a similar object from the past.

Therefore the postmodern text is the following of a set of rules, essentially by creating the rules in the work itself. By drawing on past works, to create a new product familiar to audiences by genre or style, creating a type of derivative and pluralistic art that is, as Eagleton said, ungrounded, eclectic, playful and self-reflexive, is comfortable to audiences because it is recognisable as something else, blurring the borders involving 'high' and 'popular' culture as well as between art and everyday experience despite any differences.

Postmodernism in Film

"A notable achievement of contemporary mainstream English-language cinema is the slick recreation as new cinema of the styles and techniques of the past." (Pen, 16, p) Postmodernism tendencies are evident in the contemporary horror film genre. By using a set of 'rules' as stated in each subsequent Scream movie, we can see how this film in particular, self-consciously references the horror genre and by using the generic norms of the slasher sub genre of the horror family established in Halloween and its sequels are playfully and self consciously referenced in Scream and its sequels making the Scream trilogy an example of postmodern representation.

Blockbusters

The aesthetics that make these films blockbusters make them an example of postmodern textuality. By creating and using the rules, the films can all make narrative less influential to the movie and concentrate on more suspense and gore. Robin Pen, in his book The Secret Life of Rubber Suited Monsters Selected Essays 10-5, says "with the right formula, who needs a story." (Pen, 16, p) This characteristic ethos of the traditional blockbuster movie is evident in both Scream and Halloween.

"The key to Hollywood's survival and the one abiding aspect of its postwar [sic] transformation has been the steady rise of the movie blockbuster." (Schatz, 1, p) James Monaco is quoted in the Schatz book Film Theory Goes to the Movies, describing the offspring of the classic blockbuster as mere "machines of entertainment, precisely calculated to achieve their effect." (Monaco, 1, p1) It is this mechanisation and calculation by filmmakers to create the mass marketed and produced blockbuster effect that can be categorised as postmodern because of the qualities in the text. In the same book Schatz talks about characterisation in the blockbuster and the prominence of narrative over characterisation. The "emphasis on plot over character marks a significant departure from classic Hollywood films…wherein plot tended to emerge more organically as a function of the drives, desires, motivations, and goals of the central characters." (Schatz, 1, p)

The Rules

The Scream trilogy picks ups and self-consciously employs generic 'rules' first established by the Halloween series. The Halloween series is part of the slasher sub-genre of horror. "Through pandering to the ideas and beliefs of the audience, filmmakers parallel those ideas and beliefs in their creations. This correlation was demonstrated in the glut of so-called slasher films during the period 174-184. Although the films were diverse in form and execution, the basic plot of these movies involved some sort of deranged psychopath gleefully stalking and killing a number of unfortunate teenage victims." (King, 00, p1) John Carpenters Halloween (178) has killer Michael Myers strangling baby-sitters on Halloween night.

"The most evident archetype within the slasher sub-genre is the Virgin. Usually the Virgin is the protagonist of the film, a female teenager of moral purity and physical desirability." (King, 00, p1) The Virgin, as her name implies, is portrayed as a non-sexual being, removed of any erotic feelings or actions for the duration of the film. Even though the characteristic is more often than not only implied, in Halloween and subsequently Scream protagonists are openly stated to be actual virgins. This asexuality is an indication of the largely righteous behaviour that the Virgin characters share. Halloweens Laurie, played by Jamie Lee Curtis, abandons an anticipated date to baby-sit. Being the essential character, the Virgin must ultimately do battle with the antagonist slasher. After a futile endeavour to break away from the Slasher, the Virgin more often than not turns to the offensive. Basically, the Virgin will search for a passive escape from her circumstances, but will resort to violent behaviour if needed. (King, 00, p1)

The survival of the Virgin is also a characteristic in this sub-genre. "The acceptance and frequent use of an archetype like the Virgin has much to say concerning the morality of contemporary society. While the Virgin is morally pure in thought and action, the remainder of the teenaged cast is quite the opposite, frequently engaging in premarital sex and drug use. Interestingly, the immoral supporting characters are systematically slaughtered while the Virgin lives to remain virtuous for another day. What this turn of events implies is that sin equals death. If a person is involved in premarital sex, illegal drugs, or any other social wrong, that person will eventually meet an unfortunate and miserable end. In contrast, those who live a good life, according to cultural norms, will be rewarded with survival." (King, 00, p)

The Horror Film

In Scream a few rules and theories are given for Horror films. These rules are repetitions on the characteristics of the slasher sub genre in horror that are apparent in Halloween. This also ties in with the marketing principles of blockbuster film production.

One of the theories in the movie is

" "That's the beauty of it all [horror genre], simplicity. Besides if you get too confusing you lose your target audience. There's a formula to it. A very simple formula! Everybody's a suspect!" " ('Randy' in Williamson, 14)

Then there are the specific rules as seen in this piece from the script of Scream

" "There are certain rules you must abide by in order to successfully survive a horror movie. For instance

#1. You can never have sex. Big no-no. Big no-no. Sex equals death okay?

#. You can never drink or do drugs. This is sin. It's an extension of number 1.

#. Never, never, ever under any circumstances do you ever say I'll be right back cause you won't be back." "

('Randy' in Williamson, 14)

Two of these rules are then used directly following their mention with the overly sexual character of Tatum, while getting beer is killed.

The Horror Sequel

In Scream , once again a set of rules and theories are given. This set of rules and theories created in and then applied to this movie, outline the differences between the 'horror movie' rules and the rules of the sequel.

In the movie, Randy, our rule setter in the first Scream film, once again gives the rules of the sequel. He says, in response to the realisation that the group in the film are once again dealing with a serial killer " "its our job to observe rules of a sequel. Number one, the body count is always bigger. Number two, the death scenes are always much more elaborate, more blood, more gore, carnage candy. Your core audience just expects it." " ('Randy' in Williamson, 16)

Just as Randy states it, the movie's body count does eventuate a larger tally and the death scenes are more elaborate and gory than in the first Scream movie.

The Final Instalment of a Horror Trilogy

Although the final instalment of a trilogy is a rare occurrence in the horror genre, once again specific rules are listed for the movie to follow, event though these rules are created within the movie itself.

After the killings restart, once again Randy appears (despite his death in the previous film) to give the rules of the film. He says

" "If you find yourself dealing with an unexpected back-story, and a preponderance of exposition, then the sequel rules do not apply. Because you are not dealing with a sequel, you are dealing with the concluding chapter of a trilogy…Its a force to be reckoned with, because true trilogies are all about going back to the beginning and discovering something that wasnt true from the get go…So if it is a trilogy you are dealing with, here are some super trilogy rules. One, you got a killer whos gonna be super human…Number two anyone including the main character can die…Number three the past will come back to bite you in the ass! Whatever you think you know about the past, forget it. The past is not at rest, any sins you think were committed in the past are about to break out and destroy you." "

('Randy' in Williamson, 16)

These rules are used in the film when it is discovered that Sidney's mother was a film star for a period of time in her youth. This truth being revealed opens up the 'unexpected back-story' that Randy speaks of. The three main rules talk about the way the killer is super human. This is seen in the resilience of the killer despite being shot and stabbed numerous times by varying characters. The rule that anyone can die adds another dimension to the film with the killer targeting Sidney more viciously than seen in the previous two Scream films. The third main rule about the past coming 'back to bite you in the ass', is a reference to Sidney's mother's promiscuousness in her movie days and the consequences it causes, namely the third killing spree.

Postmodernism, The Rules and Halloween

Halloween (178) and the sequels that follow (not including Halloween III Season of the Witch that was related to the first two films by name only) are the continued story of mentally deranged, and at times 'supernatural' man named Michael Myers. By looking at the rules mentioned for horror movies in the movie Scream we can see the following of these rules in Halloween. The rules are that characters in the film can never have sex, never drink, and never say 'I'll be right back'. The people killed in this first film is not the virginal heroine Laurie (played by Jamie Lee Curtis) but her school friends Annie who was on the way to her boyfriend's; Bob, going into the kitchen to get a beer after having sex with Lynda (a double no-no); and then Lynda herself, waiting for Bob to come back to bed. All three use at least the two first rules of no sex (or at least the actions heading towards sex in Annie's case) and no alcohol.

In the following sequels (not including Halloween III for the aforementioned reason) Halloween II (181), Halloween 4 The Return of Michael Myers (188), Halloween 5 The Revenge of Michael Myers (18), Halloween 6 The Curse of Michael Myers (16) and Halloween H0 (18) all stick to the 'rules' of the horror sequel listed in Scream . "These are better taken as remakes than sequels; although the later part purports to take up where the earlier part left off, in most cases it simply duplicates with only slight variation the plot and circumstances the formula of its predecessor" (Clover, 1, p) When the Halloween sequels are compared to the original Halloween there is more gore and the body count is higher as stated in the sequel rules in Scream .

Postmodernism, The Rules and Scream

Scream uses the aforementioned aspects of postmodernism and the rules of the horror film, the horror sequel and the final instalment of a horror trilogy that the Scream films both invent and employ in the story. Wes Craven, the director of the Scream trilogy, "continually draws on the established codes of the horror film to foreground them, not always in terms of parody, but rather to reassert the function of horror to deliberate on horrality and its operation in watching these films." (Fuery, 000, p5) In other words, by drawing on the generic characteristics of the slasher sub genre, the Scream trilogy though sometimes viewed as a parody because of its playfulness, as mentioned by Eagleton, still retain their horror by basing the generic characteristics in the films. These established codes stated in the film as the rules are what creates the postmodern aesthetic to these horror films. Films such as the Scream trilogy "function precisely on acknowledging the horror genre…openly stating its operations…in order to intensify the horror." (Fuery, 000, p5) Meaning that they work as a horror film because they say they are a horror film. The trilogy does this by stating the rules, creating a way of telling the audience exactly what it is and is going to do. This functions not only as an example of postmodernism but of blockbuster film because of its employment of the blurred boundaries between 'high' and 'low' culture.

Postmodern Aesthetics in Blockbuster Horror Sequels

Horror franchises made to be blockbusters are, as a result, postmodern. The continued repetition of ideas, themes and plots seen in horror movies and their sequels are not only an example of postmodern aesthetics but also a blockbuster. Halloween and its follow-ups' use of this continuing familiarity with its characters and storyline, made this movie into a blockbuster. It became so popular through this familiarity that they are still being made with Halloween Resurrection being released early next year.

Scream and its sequels were made to be blockbusters from the start by utilising the repetitions in postmodern aesthetics to attract an audience familiar with the genre and basic storyline within horror movies.

Conclusion

As you can see postmodern aesthetics can help make a film into a blockbuster, as with the Halloween series, or give guidelines on how to create a blockbuster such as the Scream trilogy, by using a set of rules. Therefore if these movies are simply texts that implicitly follow certain rules for narration and form, they are merely generic texts but not necessarily postmodern, however because of their self-reflexivity and playfulness and the repetition of the blockbuster franchise the later incarnations are recognisably postmodern.

BIBLIOGRAPHY

1. Bordwell, D. and Thompson, K. (001) Film Art An introduction (Sixth Edition), New York McGraw-Hill

. Brewes, T. (17) Cynicism and Postmodernity, London Verso

. Clover, C. J. (1) Men Women and Chainsaws Gender in the Modern Horror Film New Jersey Princeton University Press

4. Creed, B. (1) The Monstrous Feminine Film, Feminism, Psychoanalysis, London Routledge

5. Eagleton, T. (17) The Illusions of Postmodernism, USA Blackwell Publishers

6. Fuery, P. (000) New Developments in Film Theory, USA Macmillan Press Ltd

7. King, J. (00) Archetypal Characters Within the Slasher Film Sub-Genre, http//www.english.uga.edu/freshcomp/engl1101-8-.html

8. Kruger, E. (1) Scream Script, http//blake.prohosting.com/horrorsu/scripts/scream_transcript.txt (0/0/0)

. Lyotard, J (17) The Postmodern Condition A Report on Knowledge, United Kingdom Manchester University Press

10. Monaco, J. as quoted in Schatz, T. in Collins J., Preacher-Collins, A. and Radner H. (eds) (1) 'The New Hollywood', Film Theory Goes to the Movies, New York Roultledge

11. Newman, K. (ed) (16) The BFI Companion to Horror, United Kingdom Cassell

1. O'Neill, J. (14) Terror On Tape A Complete Guide to Over ,000 Horror Movies on Video, New York Billboard Books

1. Pen, R. (16) The Secret Life of Rubber-Suit Monsters Selected Essays 10-5, Western Australia Optima Press

14. Schatz, T. in Collins J., Preacher-Collins, A. and Radner H. (eds) (1) 'The New Hollywood', Film Theory Goes to the Movies, New York Roultledge

15. Williamson, K. (14) Scream Script, http//www.screentalk.org/moviescripts/Scream.pdf (14/10/0)

16. Williamson, K. (16) Scream Script, www.blake.prohosting.com/horrorsu/scripts/screamtranscript.txt (0/0/0)

FILMOGRAPHY

· Carpenter, J. (dir) (178) Halloween, USA Media

· Chappelle, J. (dir) (16) Halloween 6The Curse of Michael Myers, USA Buena Vista

· Craven, W. (dir) (16) Scream, USA Miramax Films

· Craven, W. (dir) (17) Scream , USA Miramax Films

· Craven, W. (dir) (000) Scream , USA Dimension Films

· Little, D. H. (dir) (188) Halloween 4 The Return of Michael Myers, USA CBS/Fox

· Miner, S. (dir) (18) Halloween HO, USA Dimension Films

· Otherin-Girard, D. (dir) (18) Halloween 5 The Revenge of Michael Myers, USA CBS/Fox

· Rosenthall, R. (dir) (181) Halloween II, USA MCA/Universal

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Dog Food Marketing Report

ACS 0a - 00

Fall 00

TABLE OF CONTENTS

Historical Perspective 1

Marketing Strategy Analysis

Target Market Analysis 1

Product Analysis

Price Analysis

Place Analysis

Promotion Analysis

International Perspective 4

Legal Issues 5

Conclusion 5

References 6

Appendix (if necessary) 7

HISTORICAL PERSPECTIVE

Since the first commercial pet food, a dry dog biscuit was developed on the early 1860s by James Spralt, of Cincinnati Ohio (Report of Feb, 17). Like other high volume commercial products today, the marketing of dog food developed from the Production Orientation to Marketing Orientation period in hundred years. From 1860 to 145, the marketing management philosophies of dog food focused on the Production Orientation. Consumers could only purchase low quality dog food and supplies from the pet store.

However, after World War II, the market expanded sharply. In the 160s, dog food products became closer to their present forms (Report Aug15, 001). Since the 170s, new technology has spawned new ingredients from dry foods to semi-moist, new textures and nutrients for pet foods. This is a sign that the market was developed into the Marketing Orientation.

During the same time, more and more business became aware of the concept of Market Segmentation including the pet food industry. Dog food companies target the consumers from who purchased the general products to who consumed the specific requirements of dog foods. In recent years, the Positioning of most dog food companies transferred from supplying the fundamental products to the premium and super premium quality items. In addition, the dominant marketing trend in the pet food is the industrial consolidation.

MARKETING STRATEGY ANALYSIS

Target Market Analysis

Market segmentation Successful dog food companies choose the Multi-segment Targeting Strategy. They use a variety of bases for positioning, such as Price, Quality and product class e.g wet dog food vs. dry. They mainly Segment consumer markets by Demographic segmentation. For example, the typical purchasers of pet food tend to be above-average in income, middle-aged, white, and to have children living in the household, particularly children age 6 or over. Accord In the recent years, as the positioning of pet foods transferred from the fundamental products to the premium and super premium quality items, the dominant marketing trend in the pet food is consolidation. For examples, in 15, Nestle has acquired Alpo, and Heinz has acquired Quaker. (Report Jan, 000 and Feb 17)

Market size and growth The whole pet food market is growing steadily. For example, the U.S pet food market is $10.4 billion in 001, up .0% over 000. Since 1, the market has grown at annual rates in the .0% to .5% range. Dog foods occupy 58% of the pet food market share in terms of dollars. (Report of June, 00)

Factors in future growth Positive factors the size of the dog pet population is currently at an all-time high. Consumers heightened nutritional awareness, baby boom demographics and industry consolidation. Negative factors Slow-growth economy and potential of rising commodity prices.

Market projections Overall, the pet food market is projected to rise to just over $1. billion in 006 and 11% increases over 001.

Marketers Two types of pet food marketers generalists and specialists, with the market dominated by the generalists. Top three in pet food Ralston-purina, Nestle and Heinz¡¯s.

Consumers According to Simmons Market Research Bureau, 4% American Adults own one or more dogs (Report Jan1, 15). The most significant demographic factor in owner ship of dogs is the presence of children in the household. The consumers can be divided into four types according to product forms. The first group of dog food consumers mainly consumes dry dog food that the market share is %. The second group mainly purchases dog snacks which the market share is 5%. The third group chooses canned dog food that the market share is 1%. The last group consumes semi moist dog food which the market share is 4%.

Product Analysis

The dog food industry is a highly competitive one. In 001, 11.5 billion was spent in the pet food market and this number is growing by 6% annually(1). Companies have tried to meet every niche of this growing market by producing deep product lines to address customer preferences. Food technicians have been learning more about dog preferences in order to improve their products. They¡¯ve found that dogs prefer products which are sweet or salty and enjoy both rough and creamy textures. They also prefer products which are amorphously shaped and dense. Four major dog food categories attempt to meet fido¡¯s needs and preferences. They are Dry Food, Wet Food, Puppy Food, and Dog Snacks(?). Dry Food is usually packaged in bags, sacks, and stand up pouches(1). It contains approximately 55% starch, a type of meat, and preservatives(). Dry food helps clean a pet¡¯s teeth as they crunch their way through it.(4) Wet food is usually sold in thermoformed PP/EVOH/PP trays with peelable lids(1). Pets prefer wet food over dry; however, it is costly and messier. Puppy food comes in both dry and wet food types. It is formulated specifically for the beginning stage of the life cycle(4) and should not be changed frequently(5). Dog snacks come in a variety of forms such as bones and biscuits. They usually have a lower nutritional value; however, dog snacks are also becoming healthier. Product brands are established around nutritional value and pet enjoyment. With such companies as Nestle, Procter and Gamble and ????? competing in the dog food industry, entrance is difficult and advertising is fierce.

Price Analysis

Pricing is an essential part of Dog Food marketing, since it directly influences consumer decision making in the grocery store. According to Resenfeld (187), some market research indicates that dog owners spend more time browsing in the pet food aisle than they do at any other aisle in the supermarket.

Dog Food prices vary widely with each individual product, and product line. In the dog food industry, since there are several different marketing approaches that are being used, individual product prices tend to reflect these differing approaches. Some dog food product lines incorporate the use of a Prestige Pricing to differentiate themselves on the shelf as a premium dog food. These include ¡°FOOD A¡±, ¡°FOOD B¡±, ¡°FOOD C¡± (See Appendix A). (Pets.com)

Odd-Even Pricing and psychological Pricing are being used in all cases as all prices end in odd numbers and are just below the full dollar value. (See Appendix A)

Place Analysis

Historically, dog food has been selectively distributed. Recently pet food products are being distributed intensively. Grocery stores, department stores, specialty pet supply retailers, and convenience stores all sell dog food. Lately, even premium products are making their way into grocery stores and department stores(8). Generally, customers prefer shopping here as it is quicker and simpler then making a separate trip to buy food for their pet. The department store Wal-mart started selling pet supplies due to their high profit margins and they already have an estimated $billion in pet supply sales which almost matches annual sales of industry leader Petsmart(7) In 000, Canadian Grocerers saw overall dog food sales reach $15 million (up 5%)(8) In the same year, grocery stores accounted for 47% percent of dog food sales.(8) The move to intensive distribution was spurred by market research in the 0¡¯s which showed that approximately 70% of U.S. pet food buyers never shopped at specialty pet supply retailers(). In order to compete the specialty stores are moving from a ¡°product and vendor focused business model to a paradigm designed to create long term relationships with a customer segment defined as the pet enthusiast¡±(10) In a further attempt to expand distribution of pet food companies have begun to sell dog and cat food online. This product placement attempts to circumvent the cumbersome and inconvenient process of shopping for pet food do to the bulk size and weight of these items.(10)

Promotion Analysis

The principle idea behind promotion is that retailers try to communicate the differential advantage that their product has over competitors. However, conveying product information to the consumer has become more of a challenge in the pet food industry since the Competition Bureau of Industry Canada has set forth guidelines. The guide talks about all claims concerning pet food products included in labelling, advertising, promotional materials, and all other forms of marketing in connection with the sale of these products (1). Nonetheless the guide is restricted to the labelling and advertising of pre-packaged pet food only, and does not apply to pet treats. However, these are only guidelines, and are not enforceable through law.

The dog food industry is involved in three of the four areas of the promotional mix. These include advertising, sales promotion, and public relations. Much of the advertising of dog food takes place in dog enthusiast magazines such as Dog World, and Modern Dog Magazine. These magazines act as medium to connect dog owners with promotional information aimed at dog health and longevity.

The dog food industry uses more of a consumer sales promotion, instead of a trade sales promotion. These promotions include coupons/rebates, premiums, sampling, and point of purchase displays. Many times at local pet food stores or even grocery stores there are coupons that are displayed on shelf, or in point of purchase displays for the consumer to receive a discount. However during the mid-nineties the total number of coupons issued for dry dog food fell three percent, due to a hostile price war (). Recently companies have decided to offer coupons through a new source, the Internet. Butchers Pet Care offered 1,000 money-off vouchers through their website (4).

Since there is not much publicity surrounding dog food, some producers have to make their own fanfare; this is called public relations. The Hills Pet Products division of Colgate Palmolive has sponsored a dog sled journey to the North Pole (). By simply sponsoring an event, the companys name may be mentioned throughout the media.

INTERNATIONAL PERSPECTIVE

Internationally, there has been a large increase in the amount of dog food purchased. From 14 - 18 dog food sales have grown worldwide by 16.5%, with the largest increase in Eastern Europe, and the Asia-Pacific region (5). With even more potential growth to occur, Doane Pet Care Enterprises, the pet food maker for Wal-Mart, has decided to open a plant in Europe to try to establish themselves as the largest provider of dry pet foods in Europe (6). Even Norway has partnered with an Alaskan firm to carry a dog food produced by Kobuk Fuel and Feed Company, which has been tested as the best dog food in the world (10). In Japan there is an established market, where one in five families own a dog (), but many manufacturers are trying to institute new products in the market. Vanguard International Foods has recently begun to sell home made dog food, with a mix of fresh chicken, sardine, and tuna (7), as well as a low calorie dog food that is suited to dogs that require weight loss (8).

The United States market is similar to Canada. The pet food market, which includes both dog and cat food, has grown at an annual rate between .0% and .5% since 1 and had a market of $10.4 billion in 1 (11). By 006, the American pet food market is projected to rise to over $1. billion, a 17% increase over 01 (11).

LEGAL ISSUES

There are several legal issues that affect the Pet Food market in general. The most obvious issue is the government quality control regulations that apply in a given market. According to the Pet Food Institute (00), quality control is implemented in the United States Federally through, the Food and Drug Administration (FDA), in each state through feed laws and the Association of American Feed Control Officials (AAFCO), and through the US Department of Agriculture (USDA). In Canada, quality control is not implemented nationally by the government, but is instead promoted by both the Pet Food Association of Canada (PFAC), and the Canadian Veterinary Medical Association (CVMA). The PFAC and the CVMA in turn use the AAFCO as a source for their standards. In Canada it is up to the consumer to ensure that at least one of these three associations logos are displayed on the package to ensure good quality pet food.

Other legal issues which faces pet food manufactures in Canada, are the Consumer Packaging and Labelling Act and by the Competition Act. These two acts are in place to define what information must be provided, and to ensure that information provided to consumers on packaging is both true and verifiable. A government guideline is currently being developed by the Government of Canada¡¯s Competition Bureau (00) to explain in detail what the good labelling practices for pet food include. These regulations deal with such issues as, how pet food names reflect their ingredients, the requirements for ingredient lists and the presence of guaranteed product analyses.

In addition to these standard legal issues, there are also legal issues that may affect the dog food industry indirectly through their suppliers. This is exemplified in a recent court case decided in June of 00, where producers of vitamin B4, an ingredient in dog food, were found guilty of price fixing between 188 and 18 (¡°4 Companies¡±, 00). The implications of this could have an affect on both the cost of dog food ingredients, as well as the consistency of supply of these ingredients in the future.

These individual cases as with all of the above legal issues, while initially appearing as insignificant and minor inconveniences, could cause major problems for manufacturers if not monitored closely.

CONCLUSION

Since the first dog biscuit was developed in the early 1860s, the dog food industry has enjoyed tremendous growth. It has gradually moved from production oriented industry to a marketing oriented one. Successful companies have utilized multi-segment targeting with position, price, quality and product class as bases differentiation.

The US pet food market reached 10.4 billion in 001 due to an all time high dog population and heightened nutritional awareness. Four main dog food categories have arisen to meet customer demand Dry food, Wet Food, Puppy Food, and Dog Snacks.

Prices within the industry vary widely with each individual product and product line. Dry food is generally healthier and cheaper then wet food; however, dogs prefer the taste of wet food over dry. Often prestige pricing is employed to differentiate one product from another.

Pet food has moved from a selective distribution system to an intensive distribution system. Dog food can be found at grocery stores, department stores, specialty pet supply retailers, and convenience stores.

This intensive market exposure has led to intensive promotion. The dog food industry uses consumer sales promotion to attract customers. Coupons/Rebates, premiums, sampling, and point of purchases displays are but some of the techniques employed.

Internationally, the dog food industry is also in the growth stage. Worldwide sales increased by 16.5% from 14 ¨C 18 with no signs of slowing down. Due to an increase in nutritional awareness quality control has become an important issue in pet food industry. In Canada the industry is self regulated with the Consumer Packaging and Labelling overseeing package guidelines. However, most dog food manufactures look to the guidelines established by the US (AASOMETHING) to insure quality production.

REFERENCES

4 Companies Found Liable in Price Fixing Of Vitamin B4. (00, Jun 15). New York Times,

p. 1.0. Retrieved October 0, 00, from Proquest Periodical Abstracts

Butchers Pet Care Boosts Website Activity. (00, October 10). Precision Marketing, p. 5.

Retrieved October , 00, from Proquest Periodical Abstracts. Multiple databases.

Canada. Competition Bureau. (00, October ). Guide for the Labelling and Advertising of

Pet Foods ¨C Draft. Retrieved November 4, 00, from http//strategis.ic.gc.ca/epic/internet/incb-bc.nsf/vwGeneratedInterE/cp01141e.html

Liesse, Julie. (14, February 7). Dog Food Fails to Fetch Coupons. Advertising Age, 65(6),

6. Retrieved October 4, 00, from Proquest Periodical Abstracts. Multiple databases.

MarketLooks The U.S. Pet Food Market. (00, July ). Packaged Facts, p. 1. Retrieved

November 4, 00, from Proquest Periodical Abstracts. Multiple databases.

Pacific Research Consulting. (00, May 5). Fish Dog Food. New Food Products in Japan,

7(5), 1. Retrieved October , 00, from Proquest Periodical Abstracts. Multiple

Databases.

Pacific Research Consulting. (00, October 5). Dog Food Home Style Can Series.

Cosmetics & Toiletries & Household Products Marketing News In Japan, 5(10), 1.

Retrieved November , 00, from Proquest Periodical Abstracts. Multiple databases.

Pet Food Institute. (00) Pet Food Report A consumer¡¯s guide to pet food.[Created by the Pet

Food Institute]. Retrieved October 0, 00, from http//www.petfoodreport.com/

Rosenfeld, J.P. (187). Barking up the Right Tree. American Demographics, May 187; , 5,

40. Retrieved October 0, 00, from Proquest Periodical Abstracts. ABI/Inform Global database.

Sowinski, Jay. (1, July -8). Pet Food Maker Eyeing European Markets. Nashville Business

Journal, 15(7), 0. Retrieved October , 00, from Proquest Periodical Abstracts.

Multiple databases.

The Japanese Market for Pet Food. (18, April). Focus Japan, 5(4), 5-. Retrieved October

, 00, from Proquest Periodical Abstracts. Multiple databases.

Ulman, Neil. (18, December 15). Polar Adventure, Primal Lure. Wall Street Journal, p. 1.

Retrieved October 4, 00, from Proquest Periodical Abstracts. Multiple databases.

Worlds Best Dog Food Goes to Norway. (188, December 5). Alaska Journal of Commerce,

1(4), 14. Retrieved October 0, 00, from Proquest Periodical Abstracts. Multiple

databases.

World Trends, Euromonitor Report. (000, March). Petfood Industry, 4-16. Retrieved

November 1, 00, from Proquest Periodical Abstracts. Multiple Databases.

.

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Love in The adventures of Tom Sawyer

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Definition of Love

In The Adventure of Tom Sawyer love plays an enormous role in affecting Toms behaviour. Emotions are very powerful. When they are strong emotions like love, they have a way of overriding our logic and reasoning. There are many types of love and emotions based upon love. There is today's love, Tom era love, love of a woman, and the love of a parent. The emotions based on love are jealousy, self- sacrifice, and something that can be confused with love is lust. All these emotions are prevailent throughout the novel.

In today's society there are many definitions of love. Every person develops their own interpretation of love including myself. I believe love affects girls a lot more than guys. However, I believe that love is your best girl friend. They make you a better person for being around them. You can tell him/her anything without fear of judgment or reprisal. They will listen when you need to talk and cheer you up when you are down. It is reciprocal of course. Tom and Becky have this relationship of openness (CHAPTER 14).

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Jealousy is a very powerful emotion. It can cause many other feelings like anger resentment hatred. It usually happens when someone you love is with another. You cant stand to see them together because you wish it was you. Becky and Tom make each other jealous each other jealous (CHAPTER 18)

If you love someone you will care for their well being. Movies are always portray a guy risking his life to save the girl. Even sacrificing their own life to save theirs. It is a selfless act that is done out of pure emotion. Self Sacrifice Tom taking beckys punishment (CHAPTER 18 - 0)

Types of Love love of a parent, love of a woman (CHPATER 18)Aunt Polly makes him whitewash to teach him responsibility (CHAPTER 1)

Lust - can be confuse with love (CHAPTER 18)

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Koreans in Japan

Lee, Sook-Kyoung

I have a friend named Asami. She studied at my home university as an exchange student. Last winter, we went to Thailand together for sightseeing. At that time, I found she got a Korean passport. Her real name is Choi, Mami, and shefs Korean national. I could not believe that because she looked like a perfect Japanese. She told me she did not know she was Korean until she became a junior high school student. Her parents hid the fact protecting her from ethnic discrimination. I think that is also why she is using her Japanese name.

Today, approximately 700,000 North and South Korean nationals are dwelling in Japan. Although the vast majority of them were born in Japan and use Japanese as their first language, relatively few possess Japanese citizenship. It is because Japanese nationality is based on lineage, meaning that Korean descendants are not automatically awarded Japanese citizenship. Including Koreans who are naturalized and some children of Korean-Japanese intermarriages, on estimated 1% of the 10 million people in Japan are either North or South Korean nationals or Japanese nationals of Korean descent. Order custom research paper on Koreans in Japan

In Japan, there have been many problems related to Korean residents in Japan, and these problems continue in the present. They cannot be solved without understanding Koreans living in Japan. To understand Koreans living in Japan, the following should be discussed what brought them to Japan, what their legal status is in Japan, and how they have been treated. Also, identity crises of Koreans who belong to the new generation in Japan cannot be excluded because that is one of the big problems that the Korean community in Japan is faced.

Historical Background

After the annexation of Korea in 110, Koreans were forced to become the subjects of Imperial Japan. The occupying colonial policy imposed severe control on Korea. The Japanese government confiscated a significant amount of land from Korean landowners from 110 to 118. From 10 to 14, Japanese authorities initiated a project to increase rice production in Korea and exported the major part of the rice to Japan causing serious famine among Koreans. As a result, the life bases of many Koreans were devastated. Many Koreans left their country for Japan in search of jobs in order to escape the poverty at home.

Movement of Koreans between Japan and Korea (117-1)

Year Number crossing to Japan Number returning to Korea Number Residing in Japan Annual Increase

117 14,01 ,7 10,085 10,085

118 17,10 ,05 18,60 8,605

11 0,68 1,7 6,1 8,

10 7,47 0,47 ,46 6,550

11 8,118 5,56 46,051 1,58

1 70,46 46,6 70,187 4,16

1 7,5 8,745 77,87 7,650

Between 1 and 145, many Koreans were forcibly brought to Japan to work under even more severe conditions. During this same period, the Japanese military forcibly brought many young Korean women to serve them as gcomfort womenh. When Japan was defeated by the Allied Forces in 145, it is estimated that there were approximately ,00,000 Koreans in Japan.

On August 15, 145, Japan was defeated in the World War II. This meant that Koreans were liberated from Japanese colonial ruling. Many Koreans who resided in Japan at that time returned to Korea. However, between 500,000 and 600,000 Koreans remained in Japan because they had no other choice.

For the Koreans who were forcibly brought over, Japan must have been nothing more than a country against which to bear a grudge. In Japan, they had no freedom and were forced to work under severe conditions in coalmines, military plants, and construction sites for airports and huge tunnels for military use. Furthermore, they believed that their families were eagerly awaiting their safe return. There must have been no reason for them to remain in Japan.

On the other hand, those Koreans who had come to Japan earlier were different. As a result of their life bases in Korea having been demolished by Japanese colonial policy, they made the choice to come to Japan and start over again. At first, they were single migrant laborers. Gradually, this pattern transformed as they brought their families from Korea to settle in Japan. Although the Japanese discriminated against them by giving them low wages and by making them work under bad working conditions, they somehow managed to make a living. When Korea was emancipated by Japanfs defeat in World War II, these Koreans also would have liked to return to Korea. However, their families were in Japan, and they had lost their economic bases in Korea. It must have been very unlikely that they could return and start over again in Korea. Between 500,000 and 600,000 Koreans decided to remain in Japan. Other factors such as social and economic disorder in Korea and the division of Korea into two countries fortified this decision.

Legal Status of Koreans in Japan

The ROK (Republic of Korea)-Japan Normalization Treaty was signed on nd of June 165 and went into effect on 18th of December 165. The agreement on the legal status of Koreans in Japan consisted of three major parts scope and eligibility to apply for permanent residence, grounds for deportation, and subsequent legal treatment.

By this agreement, about 51,6 Koreans applied for permanent residence. To be able to obtain the certificate of eligibility, which needed for the permanent residence, one had to prove that he or she had lived in Japan for a long period of time and that he or she was South Korean national. By 174, 4,66 Koreans were granted permanent residence. The Koreans who obtained legal status by this means were called gpermanent resident aliens by treatyh. However, some 50,000 Koreans did not attempt to apply for permanent residence because of ineligibility, allegiance to North Korea, and other reasons. Japanese government did not officially recognize the government of the Democratic Peoplefs Republic of Korea in the north, and it was only after 18 that Japan granted permanent residence to individuals supporting North Korea.

Even though many Koreans achieved permanent resident alien status, there are still grounds for deportation. They will be deported if they fall into one of the following categories persons who are sentenced to imprisonment for a crime against the head of a foreign state, or a diplomatic envoy, which may be prejudicial to the interest of Japan; and persons who are sentenced to imprisonment for more than three years for violation of narcotics control laws or are charged with crimes more than three times or are sentenced to more than seven years imprisonment for the violation of any Japanese law.

The treatment of Koreans in Japan subsequent to the determination of their legal status is spelled out in Article 4 of the agreement, which states@gThe Government of Japan shall pay due consideration to the matters concerning education, livelihood protection, and national health insurance in Japanh for those granted permanent residence. In spite of this agreement, Koreans were excluded from many social welfare benefits even though they are subject to equal taxation.

If the Koreans want to acquire Japanese nationality, they should meet the standards of the Nationality Law of Japan. As a matter of fact, almost all Korean resident in Japan are technically eligible for naturalization. One of the major obstacles, however, that prevents Korean residents from being naturalized is gA person of good behaviorh clause in the provisions. In the absence of a clear definition of what constitutes ggood behaviorh, anyone with a simple police record is unlikely to pass the rigorous scrutiny by the Ministry of Justice.

Discrimination against Koreans in Japan

Educational Discrimination

gThose who attend Japanese schools should be treated equally and others differentlyh

In the area of education, most school age Koreans in Japan attend public or private Japanese schools, the majority using Japanese names. That is, they receive their education not as Koreans but as gJapaneseh, are raised without the least knowledge of the Korean language, and are exposed to Japanese prejudices and discrimination in school and society.

Some Korean students attend ethnic schools. Most of these schools are sponsored by Chongryun, which supports the Democratic Peoplefs Republic of Korea. The Education Ministry, however, refuse to recognize these schools as authorized educational institutions on the grounds that these ethnic schools do not comply with the Japanese governmentfs guidelines. The guidelines require that Korean children be educated only in Japanese language and learn Japanese history with Japanese-language textbooks. Consequently, graduates of ethnic high schools cannot take national university entrance examinations.

Employment Discrimination

Private firms often refuse to employ Koreans because of ethnic discrimination. Koreans are also excluded from holding civil service positions because such positions require Japanese nationality. Although in recent years employment discrimination has lessened somewhat in the wake of movements against discrimination, historically, most Koreans have been limited to low-level occupations like day laborers or self-service jobs.

Here is an example related to the employment discrimination. In 170, Pak, Chong-sok, using his Japanese name, successfully passed a company test for Hitachi and received an official note of hiring. As is customary in Japan, to complete his personnel file, the Hitachi Company asked him to submit a certificate showing his family register. It was then that the company learned of his Korean nationality. A few days later, Pak received a letter of rejection from the Hitachi Company on the ground that he had committed perjury by providing false information. He decided to file a suit against the Hitachi Company and won the case in 174.

In addition to the educational and employment discrimination, Koreans in Japan continue to encounter housing discrimination and are turned down for apartments by real estate agents. When they announce intention to wed a Japanese, they meet with opposition by Japanese parents. Actually, the Korean population in Japan continues to encounter discrimination in virtually all areas of life in Japan.

To oppose ethnic discrimination, Mindan (148), which supports South Korea, and Chongryun (155), which supports North Korea, were established. However, the leaders, who were first generation ethnic Koreans, considered Japan merely a temporary home, giving priority to Korean unification rather than the problems of discrimination in Japan. Consequently, these movements never developed into full-fledged, radical movements to fight discrimination in Japan and to demand full civil rights. Today, movements for the human rights of Koreans in Japan are primarily led by Mintohren (National Council For Combating Discrimination against Ethnic Peoples in Japan), which consists of the third and fourth generation ethnic Koreans and some Japanese. It was established as a result of the Hitachi employment discrimination case, but it created small groups to battle ethnic discrimination on a regional level throughout the country. Since the 170s Mintohren has contributed greatly to eliminating ethnic discrimination against Koreans in Japan and is still struggling against discrimination to achieve its ideal of living together.

Identity Crises among Korean Youth in Japan

The ascribed gself hof Korean youth in Japan has dual components the gassimilatedh self and the gdissimilatedh self. The assimilated self, on the one hand, emerge in the natural process of growing up. Without questioning, he or she internalizes Japanese culture, acquiring and using Japanese as their mother tongue. He or she has many aspects of culture in common with the surrounding Japanese majority in terms of ways of thinking, ways of feeling, values, lifestyles and so on. He or she cannot stop being aware of what a gJapanizedh identity he or she has.

On the other hand, the gdissimilatedh self distinguishes him or her from the Japanese majority in the sense that he or she maintains some elements of ethnic heritage. The degree of conformity to Korean ethnicity varies depending on individual circumstances such as the degree to which ethnic customs are practiced at home, attendance at ethnic schools, and residence in a Korean enclave. Nevertheless, whatever extent to which he or she holds Korean ethnicity, his or her ways of thinking, ways of feeling, values and lifestyles cannot be exactly same as the dominant Japanese ones.

In this situation, the vast majority of Korean youths in Japan are facing identity crises. They adopt Japanese pass names instead of Korean ethnic names. They conceal their ethnic origins in front of their Japanese peers and neighbors. Many of them have negative self-esteem or self-dislike, and some of them wish from the bottom of their hearts that they were Japanese. However, the problem is that no matter how truly they wish they were Japanese and no matter how well they act Japanese, their existence as being something different is often exposed by the Japanese people around them on diverse occasions.

There are four ways in which younger generation Koreans in Japan resolve their identity crises. First is gmutual cooperationh. Mutual cooperation symbolizes the mentality of people, whose core agenda is the realization of a society based on the recognition of ethnic differences but free of ethnic discrimination. That is, their aim is to solve the problem of social discrimination through gsocial changeh accomplished at the local level, starting with their own communities and neighbors.

Second is gresident foreign nationalh. It is the expression that represents the mentality of people, whose core agenda is to contribute to the gdevelopmenth and gunificationh of Korea. Consequently, they do not seek to assimilate into Japanese society but hold awareness as resident foreign nationals. However, having taken this position, it is difficult for them to transcend their position as foreign nationals and demand various rights. Thus, they generally manifest a strong element of gself-isolationh in their battle against ethnic discrimination.

Third is gsuccess in society using onefs abilityh. It represents the mentality of people, whose core agenda is the realization of self through assertion of individualism. They are not particularly concerned with ethnic Korean history, and nor do they feel an attachment to either Japan or Korea. Their chosen response to social discrimination is to liberate themselves through social mobility.

The last is gnaturalizationh. The core agenda of the naturalization-oriented people is to become Japanese. Typically, these people are raised in an environment surrounded only by Japanese, the entire family adopting a Japanese name and concealing their Korean ethnicity. They believe that by assimilating they can exist without experiencing ethnic discrimination.

So far, I have outlined history background of Koreans in Japan, their legal status in Japan, discrimination against them, and identity crises among younger generations. Korean residents in Japan are the victims of the Japanese colonial rule over Korea. The vast majority of them are the third or fourth generation, and they were born in Japan and speak Japanese as their first language. There is no reason for them to be discriminated in Japan, but they have been suffering from the discrimination. In recent years, discrimination against Korean residents has lessened thanks to movements against it. However, it is still prevalent and hurting Korean people.

Since North Korea admitted that secret agents of the country kidnapped 1 Japanese citizens in the 170s and 80s in the summit talks between Kim Jong Il and Koizumi Junichiro on 17 September 00 in Pyoungyang, Korean schoolboys and schoolgirls in Japan have been subjected to unwarranted attacks, unfair treatment, abuse, and blackmail. These incidents show that Japanese people neither accept Korean residents as their neighbors nor recognize the human rights of Korean residents in Japan.

To solve these problems, the Japanese government should try to guarantee the human rights of Koreans lawfully and give correct history education in Japan. Also, it would be appropriate to promote majority-minority interactions, reduce the imbalance of power, and help to dismantle the persisting discrimination. In other words, mutual understanding and cooperation between Koreans and Japanese are desperately needed for resolving the Korean residentsf problems and establishing a society where structural assimilation has been achieved while cultural diversity is openly acknowledged. Without those efforts, problems related to Korean residents in Japan would be repeated over and over again.

1. Weiner, Michael. The Origins of the Korean Community in Japan, 110-1. London Manchester University Press, 18

. Lee, Changsoo and De Vos, George. Koreans in Japan Ethnic Conflict and Accommodation. Berkeley and Los Angeles, CA University of California Press, 181

. Fukuoka, Yasunori and Tsujiyama, Yukiko. gMINTOHREN Young Koreans against Ethnic Discrimination in Japanh. HAN. 1. http//www.han.org/a/fukuoka.html/ (5 December 00)

4. Fukuoka, Yasunori. gKoreans in Japan Past and Presenth. HAN. 16. http//www.han.org/a/fukuoka6a.html/ (8 November 00)

5. Fukuoka, Yasunori. gBeyond Assimilation and Dissimilation Diverse Resolutions to Identity Crises among Younger Generation Koreans in Japanh. HAN. 16. http//www.han.org/a/fukuoka6b.html/ (1 November 00)

6. S.H.Cho. gU.N. Urges Japan to Stop Discrimination against Korean School Children and Educationh. Choson Sinbo. 18.

http//www.korea-np.co.jp/pk/046th_issue/8061001.htm/ (1 January 00)

7. Choe, Hong Ryul. gReport to UNESCO on Human Rights Violationh. Choson Sinbo. 18. http//www.korea-np.co.jp/pk/046th_issue/8061007.htm/ (1 January 00)

8. gKoreans Suffer Attacks, Blackmail Due to Abductions Issueh. Choson Sinbo. 00. http//www.korea-np.co.jp/pk/185th_issue/0010107.htm/ (0 December 00)

. gLegal Line for International Residents in Japanh. The UMJ. 16-001.

http//www.tabunka.org/newsletter/legal.html#anchor117555 (1 January 00)

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Experience

My significant experience was going to Hospitality Careers Academy. At the academy, I learned so many things. It introduced me to the business world of hospitality. There are thousands of fields to enter in the hospitality careers.

I went to the Hospitality Career Panel for a week. There I visited and shadowed different people from different fields in hospitality. The fields that I shadowed were Sales Manager, Marketing Production, and Hotel/Restaurant/Tourism Management. People that I interviewed from these fields seemed very intelligent. They knew so much about their jobs and were very influential. I'm glad that I got to interview different people in the hospitality careers.

I learned so much about hotels. First, I thought hotels were just about checking in and out customers but is much more than that. Hotels is mostly about management. The hotels that I visited were well managed. I also learned about customer services. At the hotel that I stayed in, customer service was amazing. They help me and served me everything that I needed. Customer service is the first impression made about the hotels.

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There were about twenty-five more students at the Hospitality Careers Panel. I had the chance to meet new people and get to know them. We also had different groups. In

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Assignment 1-the shift of fashion

Before the French Revolution in 178, fashion in France was much more understated and subtle.

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Dress became more striking and elaborate. Fashion shifted from being stiff and quite uncomfortable to looser and more comfortable,while still staying quite fashionable.

At this time in France there was more freedom and people began to dress the way they wanted. Now that the working class had a greater sense of freedom and equality, they started to move away from their dull, every day clothing. Also, with the development of the sewing machine and other vast fabric producers, clothing became much easier to produce in large quantities. With fashion being mass produced, the price of it went down considerably and almost everyone could now afford even elaborate and highly decorated pieces of clothing.

During this time period in France, there was much less of a line between the classes and what each class should or could wear. Now, a middle class person of society could dress like a noble, and a noble could dress like a peasant if they were so inclined.

People would now wear clothing that was suited to their lifestyles, instead of simply just wearing what they were told to wear. For example, men adopted the short jacket suit, which was much better suited to an active lifestyle than the traditional lomg tailed suits.

Womens clothing also evolved during this time period. Their dress became less strict and more open. The style was less restrictive. Curves were now shown off, instead of hidden away.

Fashion in France would continue to evolve and become more forward.

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