Narrative Perspectives in Robert Brownings My Last Duchess and Edgar Allan Poes The Cask of Amontillado

Story Perspectives in Robert Brownings My Last Duchess and Edgar Allan Poes The Cask of Amontillado One reason why the story The Cask of Amontillado (Edgar Allan Poe) and the sonnet My Last Duchess (Robert Browning) are as a rule regularly alluded to, as with the end goal that speak to an especially high worth, is that the account point of view picked by the writers to feature the verbose importance of the contained topics and themes, adds to the perceptual believability of the concerned storylines.Advertising We will compose a custom article test on Narrative Perspectives in Robert Browning’s My Last Duchess and Edgar Allan Poe’s The Cask of Amontillado explicitly for you for just $16.05 $11/page Learn More In its turn, this can be clarified by the way that, while reflecting upon the theme of homicide, Poe and Browning prevailing with regards to persuading perusers that it was explicitly the extremely mental constitution of the two heroes (Alfonso Ferrara and Montresor), which normally foreordained their conduct perniciousness. In my paper, I will investigate the leg itimacy of this recommendation finally. In the wake of having been acquainted with the characters of Montresor (The Cask of Amontillado) and Alfonso Ferrara (My Last Duchess), we definitely infer that they appear to associate with the encompassing reality also. One reason for this is these characters’ first mental attribute gives off an impression of being their conventional mindedness. This is actually the motivation behind why Montresor chooses to deliver a retribution on the character of Fortunato, whose very appearance surmises his mental incongruence with the idea of convention: â€Å"He had on a tightfitting parti-striped dress, and his head was conquered by the cone shaped top and bells† (Poe 3). Clearly, Fortunato was dressed as a buffoon. However, as history specialists are by and large very much aware of, entertainers have consistently been known for their notoriety of ‘violators of tradition’. In this manner, the Mortresor’s profound situ ated disdain of his ‘friend’ Fortunato can be all around talked about as far as ‘intellectual advancement’ versus ‘tradition. It is explicitly the way that the story’s hero unknowingly saw Fortunato, as being considerably more mentally unrivaled then himself, that incited Montresor to get fixated on the idea of retribution. Basically a similar theory applies to the character of Alfonso in My Last Duchess. Being the customarily disapproved ‘man of stature’, Alfonso accepted that in their associations with spouses, wives must remain completely submissive.Advertising Looking for exposition on writing dialects? We should check whether we can support you! Get your first paper with 15% OFF Learn More This is actually the motivation behind why, while continuing with his monolog, Alfonso communicates its not well disguised disturbance with his wife’s coquettishness: She had a heart by what means will I say? too early made happy, Too effectively intrigued; she enjoyed whateer She looked on, and her looks went all over the place (Browning 22-34). Evidently, Alfonso couldn't stand an idea that, being made of fragile living creature and blood; it was entirely normal for his better half to feel coy now and again. In this manner, it tends to be all around expected that it is explicitly the hypertrophied feeling of a ‘traditional propriety’, which characterized the quintessence of Montresor and Alfonso’s existential modes. In its turn, this made a target precondition for them to be people who strived to modify the accepted reality around them to be reliable with the ideological arrangements of their ‘overvalued idea’. Thusly, this was causing Montresor and Alfonso to embrace a functioning position, while preventing the authenticity from securing that one’s life speaks to the best estimation of all. Hence, there is nothing absolutely astonishing about the way that, while expound ing upon their unholy deeds, the two characters would do it in an unequivocally pessimistic manner.Advertising We will compose a custom paper test on Narrative Perspectives in Robert Browning’s My Last Duchess and Edgar Allan Poe’s The Cask of Amontillado explicitly for you for just $16.05 $11/page Learn More This is actually the motivation behind why the Montresor and Alfonso’s utilization of incongruity/mockery exudes the soul of Freudian ‘uncanny’ †while sounding unexpected, the two characters uncover that, despite the fact that showing up as people outwardly, they are in certainty murderous beasts within. For instance, there is a vital scene in The Cask of Amontillado, where Montresor attempts to talk Fortunato out of his choice to descend the basement, looking for Amontillado: â€Å"We will return; your wellbeing is valuable. You are rich, regarded, respected, cherished; you are upbeat, as once I seemed to be. You are a man to be missedâ €  (6). What is particularly chilling about the previously mentioned wry articulation, with respect to Montresor, is that; while having all the earmarks of being simply worried about the protagonist’s wish not to permit his ‘friend’ to turn out to be sick, it really mirrors the sheer proportion of the principle character’s duty to deliver a retribution on Fortunato. Clearly, it was not just that Montresor needed to ‘savor’ the moving toward death of Fortunato, yet he likewise strived to ensure that his ‘friend’ doesn't reexamine its choice to wander down the basement (the utilization of the purported ‘reverse psychology’ strategy). Browning’s sending of the expository gadget of mockery/incongruity in the sonnet additionally effectively enlightens perusers about the way that, in spite of being a socially unmistakable individual, it was in Alfonso’s very nature to treat individuals as far as a heartless product. For instance, despite the fact that Alfonso doesn't unequivocally express that he killed his better half, the accompanying selection leaves no questions this was the genuine case: Oh, sir, she grinned, no uncertainty, Wheneer I passed her; however who passed withoutAdvertising Searching for exposition on writing dialects? How about we check whether we can support you! Get your first paper with 15% OFF Find out More Much a similar grin? This developed; I provided orders; Then all grins halted together. There she remains As if alive (43-47). Alfonso could have all around confessed to murdering his significant other in plainer terms. This, in any case, would have denied his character of a perceptual validity, as a two-faced moralist, prepared to do all the while clarifying the subject of respectability, from one perspective, and going about as an altogether corrupt mental case, on the other. By the by, it is wrong to recommend that the points of interest of both abstract works’ story viewpoints are exclusively worried about the Browning and Poe’s expectation to uncover the psychological deficiency of Alfonso and Montresor, yet additionally with their craving to furnish perusers with a fundamental piece of information, concerning what ought to be viewed as this inadequateness’s real root. The legitimacy of this recommendation can be appeared with respect to another paramount sc ene in The Cask of Amontillado. In this scene, subsequent to having anchored Fortunato to the divider, and in the wake of having tuned in to his shouts for some time, Motresor starts to shout consequently: â€Å"A progression of boisterous and deafening shouts, blasting out of nowhere from the throat of the affixed structure, appeared to push me viciously back†¦ I rebuked the divider. I answered to the shouts of him who clamored. I reechoed I helped I outperformed them in volume and in strength† (9). Clearly, Poe was very much aware of the way that strict people, unequivocally associated with ‘traditional values’, are mentally disposed towards determining an enthusiastic joy out of relishing the power of a specific feeling †whether or not this feeling happened to be certain or antagonistic. This is the motivation behind why in Latin American nations, a huge number of individuals solicitation to be executed, over the span of Catholic strict festivals â⠂¬ by doing it, they determine a joy out of appreciating their own impression of agony. While presented to the scene, the hordes of observers enjoy the physical torment of these strict enthusiasts with basically a similar level of force (Butler 274). Likewise, by shouting significantly stronger than Fortunato, Monresor savagely delighted in the torment of his ‘friend’. All things considered, it doesn't speak to a very remarkable mystery to clinicians that perversion and masochism for the most part go connected at the hip, with the thought of masochism being only indirectly sounding equivalent word to the idea of a monotheistic strictness. This clarifies why, before putting the last stone in the immurement-divider, Montreser shouted: â€Å"For the adoration for God!† (10) †subsequent to having encountered a perverted/semi-strict joy, while presented to Fortunato’s torment, Montresor had the option to persuade himself that what he had done was to be sur e faithful. The specifics of the conveyed story viewpoint in My Last Duchess, additionally seem to serve the capacity of giving perusers a top to bottom understanding into the real reasons for Alfonso’s social variation from the norm. The authenticity of this recommendation can be investigated comparable to the way, in which Browning’s sonnet closes: At beginning, is my item. Nay, well go Together down, Sir! Notice Neptune, however, Taming an ocean horse, thought an irregularity, Which Claus of Innsbruck cast in bronze for me (53-57). What this announcement infers, is that over a mind-blowing span, Alfonso never stopped encountering the intense absence of an enthusiastic compassion towards the individuals, with which he used to mingle. The explanation behind this is clear †in Alfonso’s mind, there is no subjective contrast between the artistic creation of his previous spouse, on the one ha

Discuss the way heresy was viewed in the fifteenth century Free Essays

Intoduction Sin is a word that individuals abuse when a confidence contrasts from elective beliefs. Sin, the word, is gotten from the Greek language and is deciphered as importance a ‘sect’. The word ordinarily depicts a little disagreeing bunch who don't accept what the larger part accept. We will compose a custom exposition test on Talk about the manner in which apostasy was seen in the fifteenth century? or on the other hand any comparable subject just for you Request Now The Catholic Church trusted in submersion and any catholic who had been sanctified through water and afterward conflicted with the lessons of the Catholic Church were viewed as an apostate. Different religions that didn't rehearse submersion were not viewed as apostates. It is the Catholic Church that chooses blasphemy. An individual must be denounced before the Catholic Church can pass judgment on their case. These denounced are taken to the congregation where they will be gone up against with the Catholic Church progressive system and relying upon the reality of the charge the pope may get included. The blasphemer may have been dishonestly blamed in light of the fact that for envy, disdain, clandestineness or desire; in actuality the charged could discover they were being decided as an apostate in any way, shape or form and by companion or enemy the same. The savant, John Wyclif who was conceived in focal England in 1324 showed moral way of thinking at Oxford. He had a major after among the understudies. He was discontent with the Catholic Church on the grounds that as of now the Catholic Church was amazingly rich, incredible and degenerate. He needed the Catholic Church to be transformed with the King at the head, not the pope. He needed the King to stop the Church charge setting off to the pecking order of the Catholic Church and more religion educated by dependable ministers which thus would make for holier people groups of England. John Wyclif went into governmental issues as he felt that here he would get the ability to make great his strict goals. The Catholic Church was worried about Wyclif’s goals and his developing forces. Wyclif’s supporters were expanding and they quit tuning in to the Catholic Church and started tuning in to the lessons of John Wyclifs. Wyclif needed to see the finish of defilement inside the Catholic Churches. When in government Wyclif was ensured by a ground-breaking aristocrat, John of Gaunt, who followed Wyclifs’ standards. John of Gaunt was shockingly excused from the administration in 1376 and not long after John Wyclif was likewise raised on apostasy charges and was before long ousted from Oxford. â€Å"Once his defender was gone, Wyclif wound up transparently assaulted by individuals who accepted his lessons were hazardous. He was raised on charges in 1378 and again in 1381. In 1382 he was constrained out of Oxford, alongside some of his disciples. He resigned to Lutterworth, endured two or three strokes, and kicked the bucket in 1384.†(1) (1) Heresy in the late medieval times Knox, www.boisestate.edu/courses/latemiddleages/apostasy/01.shtml John Wyclif needed the debasement in the Catholic Church halted. This was what he instructed and accepted. He was never to see this practiced. After his demise a few adherents took his standards and began the Lollardy development. This development was hostile to Catholic Church as they accepted that anybody had the option to lecture the expression of God and have the option to give fellowship not only a special Catholic pastorate. The Lollards additionally accepted that anybody can be spared without the intercession of an undeniable pastorate. These well known thoughts were, as per the Catholic Church, sin. â€Å"What did they put in the spot of the institutional church? Like a few other medieval sins and the later Protestants, the Lollards had fundamentalist leanings. The Bible, particularly the Gospel, gave mankind all information vital for salvation. They got from their fundamentalism an antagonistic vibe toward what they called â€Å"superstition† †the dedication of the dominant part felt towards the Mass, the Blessed Virgin Mary, holy people and their relics, and journey. The most widely recognized reverential act of the Lollards was learning huge pieces of the Bible by heart, and rehashing and talking about them with among themselves.†(2) The Lollards were by all account not the only development to originate from John Wyclif’s goals. A portion of these developments were much progressively strict while other was more educationalists. They all read, lectured and instructed the New Testament of which they attempted ethically to live by. â€Å"Lollards were not a brought together gathering or association. We can distinguish a few distinct gatherings: Wyclif’s thoughts propelled a flood of strict movement in a few divergent gatherings. The main gathering was comprised of Oxford scholars who knew Wyclif actually and who had been persuaded by his contentions, or by his enthusiasm and truthfulness. A few of these individuals became dynamic evangelists or disseminators of Wyclifism, at any rate for a couple of years. Some quit any pretense of during the genuine suppression of the 1380s Various compelling knights present at the court of Richard II, who had been presented to Wyclif’s thoughts during political discussions. After the testimony of Richard II the Lollard knights reduced in number and impact. Be that as it may, for 10 years or so they had given unorthodox ministers insurance and support. The third gathering was the enormous number of normal clerics and laymen who were presented to Wyclif’s thoughts through the endeavors of the pioneers.†(3) (2) The circle: on-line reference book of medieval examinations, www.the-orb.net/course readings/muhlberger/15c_religion.html (3) The circle: on-line reference book of medieval examinations, www.the-orb.net/reading material/muhlberger/15c_religion.html John Wyclif’s accepted that Christian individuals ought to have the Bible and have the option to peruse it for themselves. A portion of his more established devotees made an interpretation of the book of scriptures into English so all English speaking Christian individuals had the option to understand it. Alongside the good book, they additionally deciphered the Latin compositions of John Wyclif himself. The blasphemy oppressions in England were moderate and scattered not at all like those abused on the landmass. The works of John Wycliff spared the Lollardy from arraignment. In 1382 Wyclif’s beliefs were assaulted by the Archbishop of Canterbury at the Oxford Church Council. It was not until 1401 when Henry 1V passed the De heretico comburendo rule which considered the consuming of apostates, that the Lollardy development lost numerous amazing and high society supporters. This was when blasphemers both in England and on the mainland were harassed, caught, tormented and the consumed at the stake. It turned into a period of dread particularly for those out-with the Catholic Church. It was Pope Gregory 1X who arranged that indicted blasphemers were to be singed. This had been an ordinary event on the mainland since 1224 yet just got predominant in England in the fifteenth Century. â€Å"Gregory likewise commanded that blasphemers be searched out and attempted under the steady gaze of a congregation court. For this reason, he previously delegated unique inquisitors (for instance, Conrad of Marburg in Germany and Robert le Bougre in Burgundy) and later endowed the assignment to individuals from the recently settled Dominican and Franciscan Orders of monks. The autonomous authority of the inquisitors was a successive reason for contact with the nearby pastorate and bishops.†(4) â€Å"The Inquisition was a medieval church court established to search out and arraign apostates. The term is applied to the foundation itself, which was episcopal or ecclesiastical, provincial or neighborhood; to the staff of the council; and to the legal strategy followed by the court. Famously brutal in its techniques, the Inquisition was guarded during the Middle Ages by request to scriptural practices and to the congregation father Saint Augustine, who had deciphered Luke 14:23 as supporting the utilization of power against heretics.†(5) At the point when Pope Innocent V111 gave the ecclesiastical Bull, Summis desiderantes, in 1484 against apostasy and black magic, this was a result of the confirmations found by the Inquisition that black magic obliged blasphemy. The individuals who were arraigned for black magic and blasphemy must be made to admit their wrongdoings. This was done through torment. These admissions were the confirmations that the wrongdoing of apostasy and black magic went hand to hand and it was clear that it was spreading rapidly all through the Catholic world. (4) The investigation, www.thenazareneway.com/inquisition.htm (5) The investigation, www.thenazareneway.com/inquisition.htm â€Å"At the start of the cross examination, which was recorded immediately in Latin by an assistant, suspects and witnesses needed to swear after swearing to tell the truth that they would uncover everything. Reluctance to make the vow was deciphered as an indication of adherence to sin. . . . In progressively serious cases the wearing of a yellow â€Å"cross of infamy,† with its subsequent social exclusion, or detainment could be forced. Disavowal of the charges without counterproof, unyielding refusal to admit, and perseverance in the blasphemy brought about the most serious disciplines: life detainment or execution joined by all out appropriation of property. Since the congregation was not allowed to shed blood, the condemned blasphemer was given up to the mainstream experts for execution, for the most part by consuming at the stake.†(6) During this time the ecclesiastical Inquisition saw the ascent in executions of witches while the wrongdoing of sin had gotten considerably less. Witches and alchemists had become the new blasphemers. While an apostate must be blamed and brought before the chain of importance for the Catholic Church to be decided by an undeniable priest, this was genuine likewise of a witch or an alchemist. On the off chance that a blamed was seen as liable for being a witch or alchemist, at that point as opposed to being banished or suspended they were singed or executed in another manner. This was a period of dread and doubt inside most social orders both in England and on the mainland. â€Å"The number of witches and magicians consumed after the late fifteenth century seems to have been far more noteworthy than that of

The Marketing Term Paper Sample - An Effective Marketing Strategy

The Marketing Term Paper Sample - An Effective Marketing StrategyUsing a marketing term paper sample in your future writing project could be a great way to get some online writing exposure. Just like what others may say, a quality term paper sample is much more likely to be accepted by a school or an organization, especially if the research paper is already written. It also can improve your portfolio and prove that you have a good grasp of the written communication field.If you are going to use an online term paper example as your sample, make sure that it is authentic. You cannot just use the sample of your choice; this would defeat the purpose. Online term papers that have been plagiarized are very easy to spot. If the example is not yours, you would be amazed at how easy it is to tell because there would be many similar questions.A typical online term paper example will contain a few key elements that are needed in order for a writing assignment to be accepted. First, the writer s hould make the writer's voice heard by using a lot of verbs and strong or clear sentences. This will allow the reader to follow the flow of the story line.Next, examples should show how the writer has used relevant vocabulary. This is important as readers must have a basic understanding of the usage of words. When the writer uses ambiguous terms or is too easy on readers, the article is more likely to be rejected. Make sure that your articles, essays, and any other writing that you write needs to be taken seriously.Third, the writer should use relevant examples when presenting the main topic of the article. This gives the reader a real example to follow and know what is being presented. Keep in mind that the use of examples is the most effective method of writing an article or essay as the writer will be able to relate what he or she wrote to actual facts.Lastly, readers do not like to write articles or essays with too many paragraphs. Too many paragraphs and too many words can make a sentence seems more confusing than it really is. Use short, concise paragraphs when presenting your information.Remember that the actual audience is looking for information and not for long stories. When writing an article or essay, only give the essential information and keep it short. Readers appreciate this simple, direct approach.You may be surprised at how effective using a marketing term paper sample is. All the elements needed are included in a good example and the most important one is the connection with the reader. Use it and you will be pleasantly surprised at how well your writing project does!

The Physics Of Electric Force - 1011 Words

Theory Electric force can be defined as an attraction or repulsion between two particles that is directly related to the charge of the two particles. So when a different voltage is applied to two metal plates the opposite charges that are applied produce an attraction. To be able to figure out the magnitude of the field on these plates one must know the charges, surface area, and the vacuum dielectric constant. With knowing the value of the electric field one can then calculate the value of the electric force that is being experienced between the two plates. Experimental Description This experiment consisted of four separate parts. The first part was to adjust the balance to make sure it was working properly, and to measure its†¦show more content†¦That value was .0161m^2. Next we had to check the check the voltage for deflection by turning on the power supply and adjusting the voltage. Once everything checked out properly we were able to move onto the next section. In part 2 of the experiment we had to measure the deflection of the plates with the laser. First we turned on the laser and measured the initial ho value of .52m, then we touched the two plates together for the ht value and that number was .44m. Next we measured the distance from the mirror to the ruler and it was 1.67m. With all of these values from the first two parts we could plug them into the formula yo=(ho-ht)(X/2D). This will give us the distance between our plates so when we plugged those values into that equation we got yo to equal .00515m which is a very cl ose value to our original y estimate of .005m. In part three of the experiment we had measure deflection using mass, so we started by placing .0001 kg in the center of the pan and then plugging it into the formula F=mg to find out the force it was exerting on the top pan. This force was .00098N and it pushed the pans about half of the way closer together from the original spot. Then the h1 value was obtained by reading the spot of the laser on the ruler. This was repeated three times and we got h1 values of .475m, .473m, and .475m. These values were then plugged into formula y1=(h1-ht)(x/2D). The three-y1 values were .00225m, .00212m,

The Corruption Of The Pharmaceutical Industry - 2193 Words

World Author Project Rough Draft Arthur Hailey’s novels prove to be a success to this day, and his works develop and virtually perfect a highly efficient and profitable process of novel writing. Whether writing about the corruption of the pharmaceutical industry (Strong Medicine), or the airline industry (Airport), Arthur Hailey follows each novel along with the same formula, creating a duality between his novels. Hailey’s novels fall under the ‘sociological fiction’ genre, implying his understanding of soft science-fiction and bitter reality creating the prefaces of his novels. Hailey intertwines a mixture of the real and fictitious aspects of reality, and this remains evident through his setting and characters in the novels. His novels introduce a new brand of writing: created through the development of the post-war novel and his novels politically reflect the reforms his novels revolve around. After rigorous and thorough research for years on the backgro und of his novels, Hailey begins to write, incorporating the influences of worldly affairs in his novels. Hailey, being born on April 5, 1920 at the end of the first World War and the beginning auras surrounding the ‘Roaring Twenties’, writes his novels surrounding many world views and affairs. Hailey’s novels reflect the times of the world, and his novels indefinitely do not shy Singh 2 away from giving excess information, evident through his 500 page novels in the span of his career. Hailey is a writer of realism, andShow MoreRelatedBig Pharm The Corruption Of The Pharmaceutical Industry2292 Words   |  10 Pages Big Pharma On september 2nd 2011, a Twenty-four year old man from cincinnati named Kyle Willis ´ fell victim to the corruption of the pharmaceutical industry(Gann, Carrie). Willis had a severe toothache on his wisdom tooth that resulted in its extraction. 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Atticus Quotes from to Kill a Mockingbird Free Essays

â€Å"You never really understand a person until you consider things from his point of view — until you climb into his skin and walk around in it. † –Atticus (pg. 30) â€Å"As you grow older you’ll see white men cheat black men every day of your life, but let me tell you something and don’t you forget it— whenever a white man does that to a black man, no matter who he is, how rich he is, of how fine a family he comes from, that white man is trash. We will write a custom essay sample on Atticus Quotes from to Kill a Mockingbird or any similar topic only for you Order Now †Ã¢â‚¬â€œAtticus (pg. 200) â€Å"I wanted you to see what real courage is, instead of getting the idea that courage is a man with a gun in his hand. It’s when you know you’re licked before you begin but you begin anyway and you see through it no matter what. †Ã¢â‚¬â€œAtticus (pg. 112) â€Å"Before I can live with other folks I’ve got to live with myself. The one thing that doesn’t abide by majority rule is a person’s conscience. †Ã¢â‚¬â€œAtticus (pg. 105) â€Å"You just hold your head high and keep those fists down. No matter what anyone says to you, don’t let ‘em get your goat. Try fighting with your head for a change†¦it’s a good one, even if it does resist learning. †Ã¢â‚¬â€œAtticus (pg. 6) â€Å"It’s not okay to hate anybody. †Ã¢â‚¬â€Atticus (pg. 246) â€Å"Jem see if you can stand in Bob Ewell’s shoes a minute. I destroyed his last shred of credibility at that trial, if he had any to begin with. The man had to have some kind of comeback, his kind always does. So if spitting in my face and threatening me saved Mayella Ewell one extra beating, that’s something I’ll gladly take. He had to take it out on somebody and I’d rather it be me than that household full of children out there. †Ã¢â‚¬â€œAtticus (pg. 218) How to cite Atticus Quotes from to Kill a Mockingbird, Papers

Targeting Teenagers Energy Drinks, (Self) Regulation and the Ethics of the 4ps Essay Example

Targeting Teenagers: Energy Drinks, (Self) Regulation and the Ethics of the 4ps Paper The Presence of Energy Drinks When taking a look around at the night life of any city of the western culture we may come to a conclusion that pubs and party places are stuffed with under aged children below 20 or even 18. These kids need more energy to survive the rush of the nightlife therefore it is not unusual to see them drinking energy drinks – or even mixing it with alcoholic beverages. Do the producers and marketers of such energy drinks like Red Bull or Monster think of the unhealthy effects of these drinks on adolescents? A perception can be made that such beverages are highly effecting and endangering the health of their consumers – teenagers and adults – however, their producers are targeting at the most vulnerable and willing to spend audience – the teenagers of the western cosmopolitan cities. The long term goal of producers and marketers of energy drinks is not less but to own as high percentage of the market share as possible, using any kinds of marketing tools, without taking into consideration ethics and the health risks caused by energy drinks. Health Effects It is a well-known fact that energy drinks such as Red Bull or Monster contain ingredients that could be harmful not only for teens but for adults as well in the long run. According to pharmaceutical studies of Clauson et al. (2008) ginseng, taurine, guarana, bitter orange, and caffeine – key ingredients of energy drinks – may interact with each other in a way that can cause symptoms varying from headache, insomnia, high blood-pressure, stroke, or even heart attack. Various sources from the Internet show evidence that teenagers‘ health was harmed after consuming energy drinks. We will write a custom essay sample on Targeting Teenagers: Energy Drinks, (Self) Regulation and the Ethics of the 4ps specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Targeting Teenagers: Energy Drinks, (Self) Regulation and the Ethics of the 4ps specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Targeting Teenagers: Energy Drinks, (Self) Regulation and the Ethics of the 4ps specifically for you FOR ONLY $16.38 $13.9/page Hire Writer In Colorado Springs, several high school students last year became ill after drinking Spike Shooter, a high caffeine drink, prompting the principal to ban the beverages. In March, four middle school students in Broward County, Florida, went to the emergency room with heart palpitations and sweating after drinking the energy beverage Redline. (Parker-Pope, 2008) ‘Three years ago, Ross Cooney, 18, from Ireland, died after he shared four cans of Red Bull and played in a basketball match. ‘ (Nordqvist, 2004) In the mean time it must be mentioned that not only the ingredients can be harmful and risky for the teenage consumers but the lack of responsibility during drinking energy drinks plays an important role as well. While adults are – or should be – able to keep their limits, teenagers act in the most unexpected ways. ‘But the biggest worry is how some teens use the drinks. Some report downing several cans in a row to get a buzz, and a new study found a surprising number of poison ­center calls from young people getting sick from too much caffeine. ‘ (Johnson, 2006) Other sources underline that another factor effecting adolescents is strongly in connection with their behaviour. Energy drinks may negatively affect those teenagers, who are more aggressive by nature, ‘High consumption of energy drinks is associated with toxic jock behavior, a constellation of risky and aggressive behaviors including unprotected sex, substance abuse and violence. ‘ (Parker-Pope, 2008) Based on the above risk factors and several other additional ones numerous countries and states have already banned – or attempted to ban energy drinks, however, they were not able to sustain the state of rejection for a longer time span. For instance France, Denmark and Norway have banned Red Bull for a certain amount of time – the ban was upheld by the European Court mainly because the caffeine levels were considered to be safe and negative effects of other ingredients were not supported. The European Union enforced Red Bull and other energy drink providers to warn their consumers of the high caffeine content (Nordqvist, 2004). In the United States there have been several attempts as well to ban energy drinks – to protect adolescents, but the law does not make any restrictions possible. Energy drinks, which are classified as dietary supplements, are not regulated by the Food and Drug Administration (FDA). That means they dont have to follow the same strict limits that the FDA places on potentially harmful ingredients such as caffeine (a primary component of energy drinks) that soda makers must follow. (Park, 2011) Based on the above studies a conclusion can be made that even though energy drinks contain ingredients that can be harmful if consumed un-responsibly, the level of ingredients are still considered to be safe. Teenagers must be taught that consumption of such beverages should be kept below a certain limit or should be avoided. Attracting Teenagers Why is it so attractive for teenagers to consume Red Bull, Hell, Burn, Monster, or any other energy drinks? Most probably because these drinks are considered to be the drink of popular, young, successful people – mostly sportsmen. Goodman’s video about The Merchants of cool (2001) describes this situation clearly – being cool is essential to teenagers to be in the spotlight. Marketing cool became very popular these days, due to the well known fact that teenagers of metropolitan cities tend to use – eat, drink, wear – whatever they believe is cool and in the mean time their parents are willing to pay for these items. In the sudden a product becomes mass or becomes un-cool according to these teenagers, they are not willing to purchase them anymore. The teenagers who are willing to pay for the products represent a strong and rich audience. Therefore marketers should keep this in front of their eyes when designing new marketing strategies, mostly when talking about brands that tend to target the teenagers. If we take a look at what the energy drink brands represent, it is visible that they are either committed sponsors of extreme sports, other popular sports, (Ho, 2006) or position themselves in the centre of leisure and parties (Arlidge, 2004). This certainly is cool amongst adolescents. It can be stated that Red Bull, Monster, or other beverages are the representatives of cool. Which cool teenager would not like snow boarding, skate boarding, monster trucks, air shows, Formula-1, cross motors, car racing or any other dangerous extreme sport like skydiving? Helm, 2005) Therefore these producers target teenage buyers exactly they way they should be targeted. Does this seem unfair, or is this an example of perfect targeting? It must me mentioned that these energy drinks give the message to teens never to rest and always do something – to be always on the move. Today a usual American watches television approximately 4 hours 45 minutes per day (Shea et al. 2010, p. 165) hours per d ay. By the age an average teenager reaches the age of 21 he or she has watched more than 20 000 hours of television already. Most teenagers use the Internet throughout the day, however, only 28% of them looks for fitness and health tips (Oblinger, 2005). It is also stated that over 155 million children are overweight world wide, similarly in the United States and in the European Union, approximately 35% of adolescents are considered to be overweight or obese. (Shea et al. 2010, p. 166) Red Bull spends annually billions of dollars on not only sponsoring sports, but also building its own sports teams (Ho, 2006). Varying from numerous different sport categories, Red Bull attracts millions of teenagers towards these sports. For instance skate boarders Ryan Sheckler, Zered Bassett, Joey Brezinski, or Nick Dompierre are well known endorsers of Red Bull. They have millions of fans worldwide and hundreds of teenagers started skate boarding because of them. We can mention thousands of examples where an energy drink brand sponsored sport idol became the hero of teenagers. Because of these idols teenagers later on started doing sports instead of just sitting at home. Should parents thank Red Bull or Monster for doing this? Red Bull can easily reach its target audience through showing them how popular and trendy it is to drink their beverages. In the mean time they give the message to teenagers never to rest, and to do some sports, therefore they can become the cool and popular actors of their environment. Etical Behaviour After seeing what product Red Bull offers to teenagers, and knowing how these adolescents are reached, it is essential to take into consideration whether marketing tools of energy drink providers are ethical or not. The American Marketing Association clearly defines what is considered to be ethical from marketing point of view, however, it must be mentioned that acting ethically is always relative, it depends on the values and norms what a certain individual, or what the society tends to understand as ethical. American Marketing Association states that norms are the following: do not harm; foster trust in the marketing system; embrace ethical values; while ethical values are: honesty, responsibility, fairness, respect, transparency, citizenship (American Marketing Association, n. d. . Let us take a look at these one by one through the actions of Red Bull. Do not harm: ‘This means consciously avoiding harmful actions or omissions by embodying high ethical standards and adhering to all applicable laws and regulations in the choices we make. ‘ (American Marketing Association, n. d. ) We have seen that even though we cannot state clearly that energy drinks are harmful for teenagers, they could have negative effects if they are consumed un-responsibly. Red Bull strongly covers its decisions of the ingredients of beverages through a legal perspective. Currently the amount of caffeine and taurine are below the unhealthy limits, therefore Red Bull cannot be questioned from legal point of view. On the other hand if we take a look at a can of Red Bull it is not described clearly how many milligrams of caffeine or taurine could or should be consumed per day, or how many cans of energy drink can an adult drink without risking his or her health. Just like on the package of cigarettes or alcoholic beverages it should be mentioned in a visible, obvious way that drinking more than one can of energy drink per day could have harmful effects on health. Red Bull does not harm its buyers, however, the consumers should be educated more about the beverage. In return for this action Red Bull could be representing the care towards consumers. Foster trust in the marketing system: This means striving for good faith and fair dealing so as to contribute toward the efficacy of the exchange process as well as avoiding deception in product design, pricing, communication, and delivery of distribution (American Marketing Association, n. d. ). Red Bull communicates towards customers that their drinks will ‘Give you wings‘. They position themselves in the centre of extreme sports and parties where extra energy is essential. The picture they have built throughout the years is representing values of the company in an obvious, clear, and fair way. When we take a look at the price of a can of Red Bull it also represents that this beverage somehow stands out from other non-alcoholic drinks such as Coke or Sprite (Helm, 2005). Therefore they clearly give the message that this drink is something special and should be consumed only when the human body needs extra energy and wants to be on the top. Embrace ethical values: ‘This means building relationships and enhancing consumer confidence in the integrity of marketing by affirming these core values: honesty, responsibility, fairness, respect, transparency and citizenship. ‘ (American Marketing Association, n. d. ) Red Bull’s target audience is the male population, from teenagers to 25-30 year old adults (Helm, 2005), however, when looking at teenagers, those who really purchase – or pay for – the drinks are mostly their parents, of which Red Bull is confident, therefore they should give a message to the parents as well about honesty, responsibility, fairness, etc. Right now – according to previous studies of this paper – parents are the ones who trust the least these energy drinks and are scared of its negative effects on their teen children. Red Bull is honest, since what they state is true. Their beverage contains a high amount of taurine and caffeine that gives more energy and ‘wings‘. On the other hand it is hard to say they are responsible. They do not focus on telling their teen consumers that the drink can be harmful, and in the mean time they drag the adolescents to dangerous extreme sports. These surely will not win the trust of parents. Red Bull and other energy drink providers should win the trust of parents by either not letting teenagers drink their beverages, or create a certain type of drink that is – even if consumed un-responsibly – cannot have any negative effect on adolescents. All in all Red Bull’s actions of marketing are legally covered and they cannot be mentioned as an unethical company, however, certain restrictions and actions would make them appear in a much more positive scene. Conclusion and Recommendations We have come to the final conclusion that energy drinks contain ingredients that can be harmful for consumers – teens, adolescents, or adults – however; they are endangering health only if they are consumed irresponsibly. It is truly visible that the target audience of the highly caffeinated drinks are male adolescents (age 18-25), who tend to use more energy, or show the society how popular and cool they are. Sources have underlined that energy drinks are consumed by even younger teenagers, whose drinking habits may become dangerous, since they do not tend to focus on the healthy consumption of energy drinks. Red Bull and other similar beverage providers should put more focus on teenagers and provide them more details on how the energy drinks should be consumed. Marketers of Red Bull and other energy drinks focus obviously on gaining the highest market share possible, however, they are keeping all the necessary limits to be legally covered. Besides the possible unhealthy effects of the beverages these firm focus on sponsoring sports, which can help the health of teenagers in the long run, and attract them towards sports. The more they can effect teenagers to start doing some sports, the more helpful they can get for parents – therefore the presence of energy drinks on the market causes controversies. To avoid confrontation with parents in the future energy drink producers should focus more on educating consumers how to drink their beverages, and state clearly on the cans the ingredients of their products. The best possible solution would be to mention on the packaging visibly that teenagers below 18 should not consume energy drinks, or to create a product for younger teens that can be consumed without limits, at any time of the day. List of References American Marketing Association (n. d. ). Statement of Ethics. Available at: http://www. marketingpower. com/AboutAMA/Pages/Statement%20of%20Ethics. aspx (Accessed: 1 November 2011) Arlidge, J. (2004). How Red Bull woke up the teen market. The Guardian, 5 December [Online]. 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