Mechanics of Material Lab Manual Essay Example for Free

Mechanics of Material Lab Manual Essay To investigate how shear strain varies with shear stress. c. To determine the Modulus of Rigidity of the rubber block. 4. Hooke’s Law for Wires a. To determine the Youngs Modulus of Elasticity of the specimen wire. b. To verify Hookes Law by experiment. 5. Strain in Compound Wires a. To determine the modulus of elasticity of two wires and hence evaluate the equivalent Young’s Modulus of Elasticity of the combination b. To position the single applied load on the slotted link in order that both wires are subjected to common strain and hence to establish the load in each wire 6. Deflection of a simply supported beam To find the slope and deflection of a simply supported beam with point load at the center and to prove the results mathematically 7. Deflection of a cantilever beam To verify the slope and deflection of a cantilever beam experimentally and theoretically. 8. Deflection of a overhanging beam To find the central deflection of overhanging arm beam and confirm the results theoretically 9. Shear center for a channel Find Shear center for a channel section cantilever. 10. Unsymmetrical Deflections To determine the deflections for symmetrical bending of an angle section beam 1. Shear Forces and Bending Moment in Beams To measure the bending moment at a normal section of a loaded beam and to check its agreement with theory 12. Study and Application of experimental photoelasticty techniques on linear crack propagation analysis 13. Direction and magnitude of principal stresses To use the Photo-elasticity as an experimental technique for stress analysis and to understand construction and operation of transmission polariscope. 14. Calculation of stress intensity factor Interpretation of Fringe Data and calculation of stress intensity factor (k) at different loading conditions 5. Micro Hardness Testing 16. Thin Cylinder Experiment No. 1Compression of a spring 1. OBJECTIVES a) To obtain the relation among the force applied to an extension spring and its change in length. b) To determine the stiffness of the test spring (s). 2. PROCEDURE a) Setup the apparatus vertically to the wall at a convenient height. b) Add increasing loads to the load hanger recording to the corresponding deflection for each load. c) Continue loading until at least 30 mm of extension has been achieved. 3. RESULTS Tabulate the results obtained and draw a graph of load (y-axis) against extension (x-axis). Note the following data for each spring used:- a. Outside diameter, b. Effective length, c. Wire diameter, d. Number of turns. The stiffness to the spring is the force required to produce a nominal extension of 1 mm. [pic] If Kg masses are used: The force applied to the spring in Newtons = Mass in Kg x 9. 81. 4. POINTS TO PONDER a. What relationship exists between the applied force and compression? b. Did the spring (s) behave according to Hooke’s Law? c. State the stiffness value (s) obtained. d. If the graph drawn does not pass through the origin state why. Experiment No. 2 Extension of a spring . OBJECTIVES a. To obtain the relation among the force applied to a compression sping and its change in length. b. To determine the stiffness of the test spring (s) 2. PROCEDURE a. Setup the apparatus vertically to the wall at a convenient height. b. Add increasing weight to the load hanger recording to c. the corresponding deflection for each load. d. Continue loading until at least 30 mm of compression has e. been achieved. 3. RESULTS Tabulate the results obtained and draw a graph of load (y-axis) against compression (x-axis). Note the following data for each spring used :- e. Outside diameter, f. Effective length, g. Wire diameter, h. Number of turns. The stiffness to the spring is the force required to produce a nominal extension of 1 mm. [pic] If Kg masses are used: The force applied to the spring in Newtons = Mass in Kg x 9. 81. 4. POINTS TO PONDER a. What relationship exists between the applied force and compression? b. Did the spring (s) behave according to Hooke’s Law? c. State the stiffness value (s) obtained. d. If the graph drawn does not pass through the origin state why. Experiment No. 3 Rubber in Shear 1. OBJECTIVES 1. To determine the variation of deflection with applied load. . To investigate how shear strain varies with shear stress. 3. To determine the Modulus of Rigidity of the rubber block. 2. PROCEDURE 1. Set-up the apparatus securely to the wall at the convenient height 2. Note the initian dial gauge reading. 3. Add increasing increments of load and recird the corresponding deflections registered on the dial gauge. 4. Tabulate the results and draw a graph of deflection (x-axis) against applied load (y-axis). Describe the relationship between the deflections and the applied load. State if this follows a linear law. 3. Observations and Calculations: Load (W) |Deflection |Shear Stress |Shear Strain | | |X |= W/A |=X/L | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | Modulus of rigidity of the rubber block = shear stress/ shear strain = slope of graph |Data |Dimensions (Metric) | Dimension of block |150*75*25 mm | |Dial Gauge |12 mm travel * . 01 mm | |Load Hanger |250 mm * 2 N | |Max. Load |160 N (16 kg) | Experiment No. 4 Hooke’s Law for Wires Objectives: 1. To determine the Young’s Modulus of Elasticity of the specimen wire. 2. To verify Hooke’s Law by experiment. 3. To establish a value for the ultimate stress of the wire. [pic] Procedure: 1. Note the length (L), diameter (d) and the material of the wire under test. 2. Add sufficient initial load to the hanger to remove the flexure of the specimen. 3. Let the scale measurement now showing be the zero position. 4. Add equal increments of load to the hanger and note the corresponding total extension (x) for each case. 5. Care should be taken to ensure that the elastic limit of the material is not exceeded. 6. Tabulate the results and draw a graph of load (W) against extension (X). 7. Continue to load the specimen until fracture occurs. Note the breaking load. Observations and Calculations: |S/No. Load (N) |Stress (N/m2) |Extension(mm) |Strain |Young’s Modulus (Y) | |BRASS | |1 | | | | | | |2 | | | | | | |3 | | | | | | |4 | | | | | | |5 | | | | | | |STEEL | |1 | | | | | | |2 | | | | | | |3 | | | | | | |4 | | | | | | |5 | | | | | | Young’s Modulus of elasticity E/xA = WL Ultimate Stres s = Total Load at fracture / area of wire General Questions 1. State Hooke’s Law. Did the extension of the wire under test confirm to Hooke’s Law? 2. Quote the values obtained for E and the ultimate stress and compare these with the normally accepted values for the material. Experiment No. 5 Strain in Compound Wires Objectives: 1. To determine the Module of Elasticity of the two wires and hence evaluate the equivalent Young’s Modulus of Elasticity of the combination. 2. To postion the single applied load on the slotted link in order that both wires are subjected to common strain and hence to :- 3. Establish the load in each wire. 4. To obtain an experimental value of the equivalent Young’s Modulus of elsticityof the combination. 5. To compare the experimental and theoretical results. Procedure: 1. Note the length and the diameter of each wire and the distance between their centers. 2. Remove the slotted link and suspend the hanger from the lower and of the slide attached to one of the wires. 3. Apply a range of increasing loads and note the corresponding extension of the wire. 4. Do not allow the wire to exceed its elastic limit. 5. Plot a graph of load against extension, and from the slope of the straight-line graph, determine the value of Young’s Modulus of Elasticity of the wire. a. Repeat this procedure for the other wire. b. Replace the slotted link and suspend the hanger from its edge placed at the center of the link. The length of one of the wires may require to be adjusted until the link is level. Small adjustment to the length of either one of the wires may be obtained by applying a supplementary load to its slide using another hanger. Place a load (W) on the central hanger and maintain a common extension in the wires (i. e. level condition) by adjusting the position of the knife-edge on the link. Note the new position of the load measured from the center of the left-hand wire. Note the magnitude of the applied load and the common extension of the wires. Repeat over a range of increasing loads. Tabulate the results and plot a graph of the load (W) against the extension (X) of the compound wire arrangement. Diagram and calculations: |S/No. Force (N) |fs (MPa) |fb (MPa) |fe (MPa) |ee * 10^-4 |Ee (Pa) * 10^10 | |1 | | | | | | | |2 | | | | | | | |3 | | | | | | | |4 | | | | | | | |5 | | | | | | | Experiment No. 6 Deflection of a simply supported beam OBJECTIVES To find the slope and deflection of a simply supported beam with point load at the centre and prove the results mathemati cally. APPARATUS 5. HST 6:1 with complete accessories 6. Vernier caliper, micrometer, meter rod, etc. [pic] PROCEDURE 1. Set up the two end supports at 1m span and insert the thick steel beam in the end and fixtures. 2. Place a load hanger and clamp at mid span and set up a dial gauge to measure the deflection at the load point. 3. Check that the end supports are free top rotate as the beam deflects. 4. Read the support rotation gauge and central deflection gauge. 5. Add load by increments of 1N up to 10 N recording the dial gauge reading and then move the load by the same decrements to obtain a duplicate set of readings. 6. Plot the end rotations and central deflection against the load. Observations and Calculations: |S/NO. |LOAD (N) |Slope |Deflection |Theoretical |Theoretical slope | | | | | |deflection | | | | |central |central |Y = |? | | | | | |WL3/48EI |WL2/16EI | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | Experiment No. 7 Deflection of a cantilever beam OBJECTIVE To verify the slope and deflection of a cantilever beam experimentally and theoretically. APPARATUS 1. HST 6:1 with complete accessories 2. Vernier Caliper, micrometer, meter rod etc. [pic] PROCEDURE 1. Clamp the thicker steel strip (2. 64 mm) in the position shown in diagram so that it forms a cantileve r. 2. Fix the hanger clamp (0. 3m) from the fixed support and setup a dial guage over it. 3. Apply a load in increments of 1 /2 N up to about 5N reading the gauge at each load. 4. Plot a graph of deflection against load Observations and Calculations: |S/NO. LOAD (N) |Slope |Deflection |Theoretical |Theoretical slope | | | | | |deflection | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | RESULTS: 1. From the graph obtained, the best fit linear relationship between displacement and load the steel strip, compares the graidient with the theoretical value. 2. Comment on the accuracy of the theoretical results. Experiment No. Deflection of an overhang beam To find the deflection of overhanging arm beam and confirm the results theoretically OBJECTIVE To verify the slope and deflection of a overhang beam experimentally and theoretically. APPARATUS 3. HST 6:1 with complete accessories 4. Vernier Caliper, micrometer, meter rod etc. PROCEDURE 5. Clamp the thicker steel strip in the position shown in diagram so that it forms a overhang. 6. Fix the hanger clampahead from the roller support and setup a dial guage over it. 7. Apply a load in increments of 1 /2 N up to about 5N reading the gauge at each load. 8. Plot a graph of deflection against load Observations and Calculations: |S/NO. LOAD (N) |Slope |Deflection |Theoretical |Theoretical slope | | | | | |deflection | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | RESULTS: 3. From the graph obtained, the best fit linear relationship between displacement and load the steel strip, compares the graidient with the theoretical value. 4. Comment on the accuracy of the theoretical results. Experiment No. 9. Shear center for a channel OBJECTIVE To determine the share centre of a channel section cantilever and to draw the graph between notch distance and gauge readings. APPARATUS 7. Unsymmetrical cantilever 8. Rigid based plate, weights 9. String, pulley 10. Calibrated ring 11. Grid, two dial gauges PROCEDURE: 7. Turn the routable head, so that the cantilever section is positioned relative to the pulley. 8. Fit the share assessory to the top of the cantilever and turn the dial gauge so that they rest against the attachment. The grooves in the notched bar have the spacing of 5 mm. 9. Turn the scales of the dial gauges until they read zero. 10. Tie the string to the left hand notch. Move the pulley to the left and hang the weight hanger on the end of the string. Put a weight of 1 Kg on the hanger so that the total weight is 1,5Kg. 11. Adjust the pulley position until the string is parallel to the lines on the pulley bracket. Record the reading of the both dial gauges. 12. Move the string to the next notch. Readjust the pulley position, Record the dial gauges readings. 13. Repeat for each notch position. Results: Experimental position of Shear Center from the outside of the web. Theoretical position Channel Shear Center is h = B-2 A-2 t / IA Experiment No. 10 Unsymmetrical Bending of a Cantilever Beam |Direction of pull|Displacement |Applied load (Kg) | |(degrees) | | | | | |. 5 |1. 0 |1. 5 |2. 0 |2. 5 |3. | |0 |U | | | | | | | | |V | | | | | | | |22. 5 |U | | | | | | | | |V | | | | | | | |45 |U | | | | | | | | |V | | | | | | | |67. |U | | | | | | | | |V | | | | | | | |90 |U | | | | | | | | |V | | | | | | | |112. 5 |U | | | | | | | | |V | | | | | | | |135 |U | | | | | | | | |V | | | | | | | |157. |U | | | | | | | | |V | | | | | | | |180 |U | | | | | | | | |V | | | | | | | |Direction of pull|Displacement |Applied load (Kg) | |(degrees) | | | | | |. 5 |1. 0 |1. 5 |2. 0 |2. 5 |3. 0 | |0 |L | | | | | | | | |R | | | | | | | |22. |L | | | | | | | | |R | | | | | | | |45 |L | | | | | | | | |R | | | | | | | |67. 5 |L | | | | | | | | |R | | | | | | | |90 |L | | | | | | | | |R | | | | | | | |112. |L | | | | | | | | |R | | | | | | | |135 |L | | | | | | | | |R | | | | | | | |157. 5 |L | | | | | | | | |R | | | | | | | |180 |L | | | | | | | | |R | | | | | | | Experiment No. 11 Bending Moment in Beams |S. No. Load (N) |Balance Reading (N)/ Net Force (N) | | | |W1 |W2 |W3 | |1 | | | | | |2 | | | | | |3 | | | | | |4 | | | | | |S. No. |Load (N) |Balnce Moment (N. mm)/ Theoretical Val. |1 | | | | | |2 | | | | | |3 | | | | | |4 | | | | | Experiment No. 13 Study and Application of experimental photoelasticty techniques on linear crack propagation analysis. OBJECTIVES To familiarize the students with the Linear Elastic Fracture Mechanics in context with photoealsticity and orientation and understanding of operation off different types of polariscopes. THEORY The name photoelasticity reflects the nature of this experimental method: photo implies the use of light rays and optical techniques, while elasticity depicts the study of stresses and deformations in elastic bodies. Photoelastic analysis is widely used for problems in which stress or strain information is required for extended regions of the structure. Photo elastic stress analysis is a simple and powerful tool for design engineers that provide them with the experimental data required for validating analytical and computational designs. In using this method, a transparent plastic model of the structural part of the machine element under study is first made. Then the specimen was placed in the polariscope, and the simulating operating force was applied. When examined in the polarized light field provided by the instrument, colored fringe patterns are seen which reveal: †¢ A visible picture of the stress distribution over the whole area of the specimen. †¢ Stress distribution which is accurately readable at any point for both direction and magnitude. Two types of pattern can be obtained: isochromatics and isoclinics. These patterns are related to the principal-stress differences and to the principal-stress directions, respectively. Principles The method is based on the property of birefringence, which is exhibited by certain transparent materials. When polarized light passes through a stressed material, the light separates into two wave fronts travelling at different velocities, each oriented parallel to the direction of principal stresses(? 1,? 2) in the material but perpendicular to each other. Photoelastic materials exhibit the property of birefringence only on the application of stress and the magnitude of the refractive indices at each point in the material is directly related to the state of stress at that point. Thus, the first task is to develop a model made out of such materials. Isoclinics and isochromatics Isoclinics are the locus of the points in the specimen along which the principal stresses are in the same direction. Isochromatics are the locus of the points along which the difference in the first and second principal stress remains the same. Thus they are the lines which join the points with equal maximum shear stress magnitude. Interpretation of the Photoelastic Pattern: Once the fringes obtained by application of load on photoelasic specimen the most important step is interpretation of complete stress field. The photoelastic fringe pattern data offer suggestion to modify design to avoid from material failure. It is also helpful in reducing average stress on actual part. Complete stress field interpretation include principal stress directions as well as magnitude of stresses on different fringe order. [pic] Stimulated stress field pattern in white light for typical edge crack plate The photoelastic pattern appears as a colorful map of lines of equal color. Beginning at the lower level line of stress and progressing to areas of higher level, the colour sequence observed will be black, yellow, red, blue, yellow, red, green, yellow, red, green etc. The colour transmission from red to blue and from red to green is sharply marked. [pic] Polariscope: Polariscope: It is an instrument which consists of two polaroid plates mounted apart. The lower plate is generally fixed and is known as the polariser, while the upper plate can be rotated and is known as the analyser. Types: 1. Reflection Polariscope Particularly it is used to photoelastically stress-analyze opaque plastic parts. The part to be analyzed is coated with a photoelastic coating, service loads are applied to the part, and coating is illuminated by polarized light from the reflection polariscope. Molded-in or residual stresses cannot be observed with this technique. Fig. 13. 1 Typical reflection periscope on tripod stand 2. Transmission Polariscope. This type is useful for stress analysis if component is of transparent or glassy material. All transparent plastics, being birefringent, lend themselves to photoelastic stress analysis. The transparent part is placed between two polarizing mediums and viewed from the opposite side of the light source. In these experiments we will be only concerned with highlighting the dependence of stress distribution on geometric features, hence we can use the transparent materials and transmission type polariscope will be used. [pic] Fig. 13. 2 Transmission Polariscope Two arrangements of transmission polariscope are possible i. e. I. Plane polariscope Plane polariscope is used for direction measurement at a point of principal stresses for a specimen. The setup consists of two linear polarizers and a light source. The light source can either emit monochromatic light or white light depending upon the experiment. First the light is passed through the first polarizer which converts the light into plane polarized light. The apparatus is set up in such a way that this plane polarized light then passes through the stressed specimen. This light then follows, at each point of the specimen, the direction of principal stress at that point. The light is then made to pass through the analyzer and we finally get the fringe pattern. The fringe pattern in a plane polariscope setup consists of both the isochromatics and the isoclinics. The isoclinics change with the orientation of the polariscope while there is no change in the isochromatics. For this purpose, set the quarter wave plates on both the analyzer and the polarizer cells at position â€Å"D† (direction) to make the polariscope â€Å"plane† as shown below in fig13. 2 (b) Figure 13. 2 (a)Plane Polariscope Arrangement Figure 13. 2 (b)Pin postion at Plane Polariscope arrangement II. Circular polariscope When examining the model for determination of the stress distribution and magnitude, the polariscope must be transformed from a â€Å"PLANE† to a â€Å"CIRCULAR† operation. This is done by first making sure the clamp â€Å"A† is in the locked position and then withdrawing pins â€Å"B† on the ? wave plate from the hole â€Å"D† (direction) and rotating them until pins engage in hole â€Å"M† (magnitude). Now quarter wave plate is at 45 degrees to the polarizer-analyzer axis thus polariscope is in circular light operation Figure13. 3Circular Polariscope Arrangement(dark field) There are four different kinds of arrangements for the circular polariscope. Each arrangement produces either a dark field arrangement or a light field arrangement. In dark field arrangement, the fringes are shown by bright lines and the background is dark. The opposite holds true for the light field arrangement. Quarter Wave-Plates Arrangement |Polarizer’s Arrangement |Polariscope Field | |Crossed |Parallel |Light | |Crossed |Crossed |Dark | |Parallel |Parallel |Light | |Parallel |Crossed |Dark | Experiment No. 14 Calculation of direction and mag nitude of principal stresses using transmission polariscope. OBJECTIVES ) Application of photoelastic techniques to measure the direction of Principal Stresses at a point b) Calculation of magnitude of principal stresses by interpreting the fringe data. Apparatus Apparatus required to achieve the stated objectives are †¢ Transmission polariscope †¢ test specimen of different shapes †¢ Load measuring dial gauge †¢ Vernier Caliper and Meter Rod Construction of Transmission Polariscope: The basic polariscope consists of †¢ Rigid base frame ready to receive all of the modular accessory items. †¢ Two cells equipped with polarizing filters. †¢ Knob ‘H’ used to synchronously rotate the polarizer and analyzer (their common motion is indicated in degrees in the graduated dial). The quarter wave plate which can be used to convert plane polariscope into circular and vice versa. Fig 13. 2 show these components.. Specimen prepration: In this experi ment we are using photoelastic sheets (Polyurethane material) The photoelastic sheet was made into different specimens as stated below: a) specimen with holes drilled. b) specimen with cracks, which is manually cut c) specimens with notches Typical single edge crack specimen 2-D model is shown in fig. 14. Fig. 14. 1 PROCEDURE Measurement of Direction of Principal Stresses at a Point: To measure the direction of the principal stresses at a point in the specimen we follow the following steps: Place the specimen in the polariscope making sure that the specimen is aligned correctly within the clamps, hence avoiding any twisting of the specimen. †¢ Apply load (compressive or tensile) by turning the loading screw. †¢ Set the quarter wave plates on both the analyzer and the polarizer cells at position â€Å"D† to make the polariscope â€Å"plane† (Fig 13. 2 b). †¢ By means of knob ‘C’ rotate the analyzer until pointer â€Å"P† is positioned at 0 and 100 on the scale. †¢ Release the clamp ‘A’ if it was locked previously and by means of knob â€Å"H† rotate the whole assembly during this rotation some black and all the colored fringes will be observed to move. These black fringes which move are the isoclinics. †¢ Identify the point of measurement using a grease pencil or scriber. By means of knob â€Å"H† rotate the polarizer-analyzer assembly until a black isoclinic crosses over the marked point. At this point the axes of the polarizer and analyzer are parallel and perpendicular to the directions of the principal stresses and their directions can be seen from the scale by a pointer â€Å"V†. The rotation of the assembly may be clockwise or anti-clockwise; in order to accommodate this, sign is used with the value of this direction angle. The positive sign is used for clockwise rotation and negative is used for counter clockwise. Magnitude calculations ? The polariscope, and the digital camera are turned on ? Specimen undergoes tensile force/compressive load in Transmission Polariscope with one end fixed as in fig 13. 2 Fringes formed and photographed by digital camera ? A gradual tension was then added onto specimen and record the load reading by using dial-guage ? Print and interpret fringe pattern obtained in photographs according to the proce dure explained. Formulation for Stress Distribution: When examining the specimen for determination of the stress distribution and magnitude, the polariscope must be transformed from a â€Å"PLANE† to a â€Å"CIRCULAR† operation. This is done by first making sure the clamp â€Å"A† is in the locked position and then withdrawing pins â€Å"B† on the ? wave plate from the hole â€Å"D† (direction) and rotating them until pins engage in hole â€Å"M† (magnitude). Now quarter wave plate is at 45 degrees to the polarizer-analyzer axis thus polariscope is in circular light operation. Difference of principal stresses is given by (1 (2 = (N * C)/t Where N=fringe order at point of measurement C= stress constant of specimen material T = specimen thickness C is usually given by manufacturer. Thus the remaining number to be found is N which can be found according to color pattern as mention in the topic of interpretation of fringe pattern. CALCULATIONS AND RESULTS |S/No. |Applied load |Thickness of |Fringe Order |Direction of |Direction of |Magnitude of |Magnitude of | | |lbs/. 01 inch |specimen |‘N’ |principal stress |principal stress |principal stress |principal stress | | | |‘t’ | | |(threotcal value) | |(threotcal value) | |1 | | | | | | | | |2 | | | | | | | | |3 | | | | | | | | |4 | | | | | | | | |5 | | | | | | | | POINTS TO PONDER: 1. What will be the magnitude of shear stress at a plane of principle stress? 2. Describ e the functions of plane polriscope vs circular polriscope. 3. Describe the importance of calculation of stresses with reference to safety factor in engineering design. 4. Discuss the region of maximum stress for specimen used in experiments and explain with reasoning. 5. In case of residual stresses as a result of specimen machining which recovery method is preferable and why?

Events Surrounding The Resignation Of Margaret Thatcher Sociology Essay

Events Surrounding The Resignation Of Margaret Thatcher Sociology Essay Margaret Thatchers legacy towers over modern day British Politics and History. She earned her place in the history books as the longest serving PM of the 20th century with three back to back election wins under her belt and since, emerging politicians have been said to have been creations of the Thatcher era with both William Hague and Tony Blaire being hailed as sons of Thatcherism by journalist Andrew Rawnsley. 1.1.2 Aims This report investigates and concludes as to how the Iron Ladies resignation and downfall was reported in the UK and Welsh newspapers, and pays particular attention and focus as to how this shaped the nations views at the time and now, looking back retrospectively. This report researches as to why Margaret Thatcher was a Marmite politician who evoked such strong responses, in both past and present throughout society and also looks into how the events of the past and media reaction has shaped her legacy left in Britain today. 1.1.3 Method Through both primary and secondary research, this report acts as a historical study into the events surrounding the resignation of Margaret Thatcher and the public response to it by examining how her resignation was reported in the Newspapers and other media resources at the time. 1.1.4 Results Conclusions Conclusions have also been obtained through oral interviews with people who were alive at the time and remember the events to obtain first hand public opinion and to analyse the impact of the transition from Thatcher to the Blaire era on people at the time. In addition to this I collected and collated public opinion about the popularity of Margaret Thatcher throughout her time as Prime Minister resulting in a conclusion as to what her legacy is in Britain today. 2. Introduction 2.1.1 Background and Context for the Study Many people remember where they were and what they were doing when they heard that Margaret Thatcher had stepped down as Prime Minister and what their reaction and feeling toward the news was. Margaret Thatcher always sparks a diverse, sometimes controversial opinion whether it is an expression of fondness or one of extreme aversion which is why her legacy is highly disputed. Media interest on the 10th anniversary of her demise from power was high, so much so that many newspapers ran opinion polls and features allowing people to comment about their reaction to her fall from power and resignation, and such polls were concrete evidence as to Mrs Thatchers ability to continue to evoke strong opinions even a decade after she had ceased to be Prime Minister. These polls are examined later on in the report and help to draw a conclusion of the legacy that she has left on Britain today. This report analyses the Origins of Thatchers departure from number 10 and gauges public opinion on what has now become widely known as the Thatcher era and as a result of it Thatcherism. 2.2.1 Outline of aims and methodology This study explores and discuss the reasons that led to the seismic political moment when Margaret Thatchers resigned as Prime Minister on 22nd November, 1990. This historical report looks into both the medias and public opinion, which has been examined through interviews and media archive footage, both at the time and reflective articles and discussions that have been recorded to date. 2.3.1 Primary research undertaken I have conducted the research through both primary and secondary resources including interviews with people who were alive and remember the resignation first hand, newspaper articles, podcasts, opinion polls and internet sites. Through formulating central questions relating to key topics I have conducted oral interviews with people who were both alive and have strong memories and opinions regarding Thatchers demise. I conducted the interviews this way and asked specific questions to enable me to systematically collate opinions of living peoples testimony about their own experiences. 3.1.1 Literature Review When studying the events of November 1990, it is clear that there is no one origin to the fall of Thatcher from power. In Kevin Jeffries book, Finest and darkest Hours, he says that For the Historian, the events of November 1990 present something of a mystery. A PM with a strong parliamentary majority and in good health, enjoying the considerable advantages of patronage and access to the media, was virtually impregnable. (Jeffries, Atlantic Books, 2002) To her supporters, she was a ground-breaking Prime Minister who positively re-shaped Britains economy and tamed the trade unions. In alliance with US presidents Reagan and Bush, she helped bring about the end of the Cold War. But her 11-year stint in office was also a time tainted by social unrest, industrial trouble and rising unemployment and her critics claim British society is still feeling the effect of her divisive economic policies and the culture of greed and selfishness they allegedly promoted. Existing accounts have noted that there was no single, overriding cause of Thatchers downfall and that various factors played their part in Novembers events. 3.1.1 Key Themes Seeing as there is no one clear reason to her downfall and resignation, there are several key themes and topics which must be addressed when discussing Margaret Thatcher. I have investigated these within both historical and narrative fictional texts in which I have then cross referenced with my own research to enable me to come up with a balanced and well supported conclusion. Below, I have highlighted key themes that are explored in recognized academic discussion of the resignation of Margaret Thatcher by leading authors and commentators of the field. 3.1.2 Divisions over Europe Iconic of the Thatcher years, was the ever running saga as to whether Britain should join the Exchange Rate Mechanism (ERM). Mrs Thatcher relentlessly rejected any steps toward stronger political links which she believed would lead to an identikit European personality, and weaken nationality and tradition of member states. *** Therefore it is fair to say that Europe, ultimately, played a part in ending the Thatcher premiership. 3.1.3 Poll Tax Margaret Thatcher had always been a long standing critic of the British Taxation system which is proven in her memoirs, where shy says that she always disliked rates intensely (Jefferys, Atlantic Books, 2002). The conservative government, under Thatcher then bought in the community charge to replace the long standing tax system that dated back nearly 100 years -Rates which resulted in every adult paying a flat rate charge. The introduction of the Community Charge was met with great unrest and discontent for Thatcherism and opposition groups formed. One Journalist, quoted in the Economist dubbed the system as a A fatheaded, boneheaded, dunderheaded, blunderheaded, muttonheaded, knuckleheaded, chuckleheaded, puddingheaded, jobernowled wash- out of a cock-up. (The Economist, 3 Dec 1994) which could be seen as a representation of the peoples views at the time of its introduction due to the March and Riot of 1990 in opposition to the new system. The riot was a fatal blow for not only the poll tax but also the Margaret Thatcher and before the new year, Thatcher had stepped down as Britains Prime Minister. 3.1.4 Thatcherite Economics Thatchers market-led policies saw the sale of 20 state-owned companies including British Telecom. She did haul the country out of the economic doldrums where the UK was known as the sick man of Europe but at what cost? Her deregulation of the banking industry ultimately led to this current recession via the credit crunch Monetarism came to be used to describe what people thought of as Thatcherism. In simple terms, it is the recognition of the importance of money and money supply in an economy. The belief in free markets and individual wealth creation undermined the fabric of society encouraging selfishness and an increase in inequality. Thatcherite beliefs include a support for a form of trickle down economics the idea if the rich get richer everyone benefits. 3.1.5 Trade Unions Strikes were a regular occurrence and crippled the country. The three-day week was introduced under Edward Heath. And Callaghans Labour government in 1978 oversaw the strikes of the Winter of Discontent. On election, Thatcher used the situation as an excuse to crush the unions. She simply refused to listen to the workers representatives. Her economic policies helped weaken the unions. Methodology The reason in which I conducted research through The methodology section should provide a rationale for the method of research employed and for choice of sources used, together with an explanation of any tools (e.g. questionnaires; SPSS) involved and the respective criteria of evaluation applied to these. Samples of such tools (in blank form or with consolidated data) will probably need to be included in an appendix. It is not necessary to include a narrative description of the research process, although case studies (e.g. observation sessions) need to be well documented. Results As predicted, my results show the expected diversity of opinion. The results and conclusions sections should describe, explain and discuss what the research undertaken has revealed and why it is significant. This is best achieved by comparison with the ideas of opinion leaders previously presented. These ideas will be variously supported, illustrated, qualified and challenged by what you have discovered. Discussion/Conclusions With public opinion turning decisively against her, she was forced to resign from office in November 1990 after a struggle for leadership within the Conservative Party Many United Kingdom citizens remember where they were and what they were doing when they heard that Margaret Thatcher had resigned and what their reaction was. She brings out strong responses in people. Some people credit her with rescuing the British economy from the stagnation of the 1970s and admire her committed radicalism on social issues; others see her as authoritarian, egotistical and responsible for the dismantling of the Welfare State. Britain was widely seen as the sick man of Europe in the 1970s, and some argued that it would be the first developed nation to return to the status of a developing country. In the 1990s, Britain emerged with a comparatively healthy economy, at least by previous standards. A clear illustration of the divisions of opinion over Thatchers leadership can be found in recent television polls: Thatcher appears at Number 16 in the 2002 List of 100 Greatest Britons (sponsored by the BBC and voted for by the public), she also appears at Number 3 in the 2003 List of 100 Worst Britons (sponsored by Channel Four and also voted for by the public), narrowly missing out on the top spot, which went to Tony Blair. Recommendations It might be appropriate to end with recommendations, suggesting how the present study could be extended or repeated in a different format, or how related fields might be explored from a similar standpoint. This section, though, cannot be used to excuse failings in the study which should have been avoided. Transcripts or summaries of interviews, copies of original documents, tables of statistics, maps, etc. should be included in separate appendices at the end. The reader can be referred to these in the text, which may also include extracts from the same (e.g. an exchange from an interview) Bibliography References Evans, EJ (2004). Thatcher and Thatcherism (Making of the Contemporary World) . London: Routledge Holmes, M (1989). Thatcherism: Scope and Limits: Palgrave Macmillan. 1-182 Jefferys, K (2002). Finest and Darkest Hours: The Decisive Events in British Politics, from Churchill to Blair. London: Atlantic Books. p233-258 Marwick, A (2003). British Society Since 1945: The Penguin Social History of Britain : Penguin Morgan, K (2002). Britain since 1945: The Peoples Peace. UK: Oxford University Press. BBC.. 1990: Thatcher quits as prime minister. Available: http://news.bbc.co.uk/onthisday/hi/dates/stories/november/22/newsid_2549000/2549189.stm. Last accessed 21 April 2010. BBC. 1990: Tearful farewell from Iron Lady. Available: http://news.bbc.co.uk/onthisday/hi/dates/stories/november/28/newsid_2527000/2527953.stm. Last accessed 21 April 2010. Essential Margaret Thatcher. Available: http://www.margaretthatcher.org/essential/default.asp. Last accessed 16 April 2010 BBC News. (1990). BBC News: Thatcher resigns as Prime Minister. Available: http://www.youtube.com/watch?v=sTDS23DY670. Last accessed 18 March 2010.

Statement of Educational Goals and Philosophy :: My Philosophy of Education

Statement of Educational Goals and Philosophy Why do I want to become a teacher? When I think about that question, I’m sure a few of my answers would be like some of the others in the class: I love being around people, the pay isn’t too bad, you get holidays, summers, even weekends off, and I don’t even mind grading papers! On the other hand, I do have another reason I’d like to become a teacher that’s probably a little different than others. Let me explain. It was January and colder that ever. The weather didn’t seem to faze me at all as I got off the bus and rushed up my hill. The few steps from the end of the driveway to my front porch seemed like miles. I opened the door only to find an empty house. No one was there like I expected. I was going to be an aunt for the first time and I was looking forward to finding out it was going to boy or a girl. It seemed as though the whole day went by until I saw our car in the driveway. I rushed to the door anxious and excited, only to find tears dropping from my mom’s eyes, and my sister-in-law Holly sadder than I’d ever seen anyone. My mom took me in the bedroom and explained to me the ultra sound showed some serious problems with the baby. He had spina-bifida and severe fluid on his brain. She explained that the doctors said my nephew had little to no chance of living, but if some miracle would happen and my nephew would live, he would live a very short life and be a complete vegetable. A month and a half went by and on May 14,1993 Terry Paul Daniels was born. His little head was the size of a basketball and he had a hole in the lower part of his back. Within the first three days of Terry’s life he had four surgeries, rode in a helicopter, and faced death a number of times. Since then, Terry’s had four more surgeries, been in a complete body cast, and went through his parents getting a horrible divorce. Through all of this something that happened to him when he was in kindergarten sticks out to me the most.

Analysis of the Spectrum of Depression Essays -- Biology Essays Resear

Analysis of the Spectrum of Depression Depression has many degrees of severity from a passing feeling to a serious illness, which destroys lives and relationships. Major depressive disorder is the most severe form of depression. It is extreme and persistent, rendering the patient inconsolable and helpless (1). Depressed patients often cannot continue working and have difficulty dealing with family and friends. Other symptoms of major depression are deep despair, misery, irritability, low self-esteem, suicidal thoughts, change in eating and sleeping habits, fatigue and inability to concentrate. Other mental illnesses, such as anxiety and alcoholism are also associated with major depression (2). While serious depressive episodes are important to our understanding of mental health, chronic depression is terribly widespread and often undiagnosed or misdiagnosed. Dysthymia is a disorder which has similar, but milder and much longer lasting, symptoms to depression (3). By understanding the characteristics of dysthymia, health p rofessionals can identify a chronic mental illness before it manifests into more serious psychological problems, such as severe depression. Dysthymia is also an interesting disorder from the neurobiological perspective because it is often difficult to discern from other personality disorders, such as a depressed or gloomy personality. This paper explores depression and dysthymia, their symptoms and therapies. In addition, personalities which are depressed will be analyzed and compared to depression and dysthymia. Do all three afflictions stem from the same genetic or environmental causes, and mechanistic origins? Are they all responsive to the same treatment? This comparison will address the difficulty in dis... ...l and emotional signals can be influenced at several different levels in the brain, by a myriad of chemicals. The sole cause of depression seems to be the simultaneous breakdown of neurochemical pathways across the nervous systems. It is true that treating depression in all of its forms is much easier today with the advent of new antidepressants, but these drugs are correcting a neurochemical imbalance which is not specific to depression. There may exist and someday be discovered a particular mood regulation flaw which is responsible for depression, but given the research presented today, I would say there is not. Sources Cited: 1) Elliott, Laura. "Help for Your Head, " Washingtonian, April 1998, p.76 2) http://www.mentalhealth.com/p20-grp.html 3) http://www.mentalhealth.com/dis1/p21-md04.html 4) http://www.epub.org.br/cm/n03/noticias/freios_i.htm Analysis of the Spectrum of Depression Essays -- Biology Essays Resear Analysis of the Spectrum of Depression Depression has many degrees of severity from a passing feeling to a serious illness, which destroys lives and relationships. Major depressive disorder is the most severe form of depression. It is extreme and persistent, rendering the patient inconsolable and helpless (1). Depressed patients often cannot continue working and have difficulty dealing with family and friends. Other symptoms of major depression are deep despair, misery, irritability, low self-esteem, suicidal thoughts, change in eating and sleeping habits, fatigue and inability to concentrate. Other mental illnesses, such as anxiety and alcoholism are also associated with major depression (2). While serious depressive episodes are important to our understanding of mental health, chronic depression is terribly widespread and often undiagnosed or misdiagnosed. Dysthymia is a disorder which has similar, but milder and much longer lasting, symptoms to depression (3). By understanding the characteristics of dysthymia, health p rofessionals can identify a chronic mental illness before it manifests into more serious psychological problems, such as severe depression. Dysthymia is also an interesting disorder from the neurobiological perspective because it is often difficult to discern from other personality disorders, such as a depressed or gloomy personality. This paper explores depression and dysthymia, their symptoms and therapies. In addition, personalities which are depressed will be analyzed and compared to depression and dysthymia. Do all three afflictions stem from the same genetic or environmental causes, and mechanistic origins? Are they all responsive to the same treatment? This comparison will address the difficulty in dis... ...l and emotional signals can be influenced at several different levels in the brain, by a myriad of chemicals. The sole cause of depression seems to be the simultaneous breakdown of neurochemical pathways across the nervous systems. It is true that treating depression in all of its forms is much easier today with the advent of new antidepressants, but these drugs are correcting a neurochemical imbalance which is not specific to depression. There may exist and someday be discovered a particular mood regulation flaw which is responsible for depression, but given the research presented today, I would say there is not. Sources Cited: 1) Elliott, Laura. "Help for Your Head, " Washingtonian, April 1998, p.76 2) http://www.mentalhealth.com/p20-grp.html 3) http://www.mentalhealth.com/dis1/p21-md04.html 4) http://www.epub.org.br/cm/n03/noticias/freios_i.htm

Merchant Of Venice :: Free Merchant of Venice Essays

Villain of Venice   Ã‚  Ã‚  Ã‚  Ã‚  People often find security and self-assurance in acting evil towards other people. They may be out to destroy others, or improve their own social status. However, at the same time, the “villain'; may also be out for revenge. Shylock, from William Shakespeare’s The Merchant of Venice, has each of these motives as he takes on the role of the antagonist in this play. Shylock, the Jew, manages to mistreat almost everyone in his life. He especially acts as a villain towards Lancelet his young servant, Antonio the Christian, and even his own daughter, Jessica.   Ã‚  Ã‚  Ã‚  Ã‚  Shylock is a very harsh master to the young Lancelet. He is very belligerent towards the young boy, and he seems to enjoy mistreating the young boy. “Who bids thee call? I do not bid thee call.'; (Act 2, Scene 5, Line 9) He realizes that Lancelet is much lower than he is on the social and economic level, and he does not let the youngster forget his status by continually acting antagonistic towards him. He makes Lancelet appear to be a sluggard who sleeps all day and does little work. He always seems to criticize the poor boy behind his back and complain about his laziness. Even after Shylock sees that Lancelet is gone, he continues to reproach his work as a servant. It seems as though Shylock is trying to elevate his own self-esteem, by acting contentious towards his servant.   Ã‚  Ã‚  Ã‚  Ã‚  The way in which Shylock treats his own daughter is beyond comprehension. He virtually locks her in the house when he goes to the masque one night. Shylock redundantly enforces the importance that she lock the house up after he leaves. Lock up my doors, and when you hear the drum…   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Clamber not you up to the casements then, Nor thrust your head into the public street… But stop my house’s ears (I mean my casements). Let not the sound of shallow fopp’ry enter my sober house. (Act 2, Scene 5, Lines 30-37) He makes her captive in her own home and forbids her to so much as look out a window. Jessica refers to her home as hell and, although she is sad to see him go, tells Lancelet that he is making a wise decision. It is evident throughout the play that Shylock does not care as much for his daughter as he does for his material possessions. When he tells Jessica to lock up the house after he leaves, it is not because he fears for her safety, but rather because he is hesitant about leaving his personal property. Merchant Of Venice :: Free Merchant of Venice Essays Villain of Venice   Ã‚  Ã‚  Ã‚  Ã‚  People often find security and self-assurance in acting evil towards other people. They may be out to destroy others, or improve their own social status. However, at the same time, the “villain'; may also be out for revenge. Shylock, from William Shakespeare’s The Merchant of Venice, has each of these motives as he takes on the role of the antagonist in this play. Shylock, the Jew, manages to mistreat almost everyone in his life. He especially acts as a villain towards Lancelet his young servant, Antonio the Christian, and even his own daughter, Jessica.   Ã‚  Ã‚  Ã‚  Ã‚  Shylock is a very harsh master to the young Lancelet. He is very belligerent towards the young boy, and he seems to enjoy mistreating the young boy. “Who bids thee call? I do not bid thee call.'; (Act 2, Scene 5, Line 9) He realizes that Lancelet is much lower than he is on the social and economic level, and he does not let the youngster forget his status by continually acting antagonistic towards him. He makes Lancelet appear to be a sluggard who sleeps all day and does little work. He always seems to criticize the poor boy behind his back and complain about his laziness. Even after Shylock sees that Lancelet is gone, he continues to reproach his work as a servant. It seems as though Shylock is trying to elevate his own self-esteem, by acting contentious towards his servant.   Ã‚  Ã‚  Ã‚  Ã‚  The way in which Shylock treats his own daughter is beyond comprehension. He virtually locks her in the house when he goes to the masque one night. Shylock redundantly enforces the importance that she lock the house up after he leaves. Lock up my doors, and when you hear the drum…   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Clamber not you up to the casements then, Nor thrust your head into the public street… But stop my house’s ears (I mean my casements). Let not the sound of shallow fopp’ry enter my sober house. (Act 2, Scene 5, Lines 30-37) He makes her captive in her own home and forbids her to so much as look out a window. Jessica refers to her home as hell and, although she is sad to see him go, tells Lancelet that he is making a wise decision. It is evident throughout the play that Shylock does not care as much for his daughter as he does for his material possessions. When he tells Jessica to lock up the house after he leaves, it is not because he fears for her safety, but rather because he is hesitant about leaving his personal property.

Growth and Potential of International Luxury Fashion Brands Essay

This is to certify that the project entitled ? Growth and Potential of Luxury International Fashion Brands in India? is submitted towards the partial fulfillment of the program ? Master of Fashion Management‘ by Kanan Gupta. It is an original work done under my guidance and the results are based on the research done by her. Name of mentor: Mr. Kislay Kashyap Asst. Professor Department of MFM NIFT, Patna Date: 01-03-2012 Place: Patna 1|Page DECLARATION I, Kanan Gupta hereby declare that the project entitled ? Growth and Potential of Luxury International Fashion Brands in India? submitted towards, partial fulfillment of the program Master of Fashion Management is my original work and no part of the project has been copied from any other report or carried by someone else or has been submitted for any other degree/award. However, any material taken from any other published sources has been suitably referred and acknowledged at various places. Name : Kanan Gupta Roll no : 17 Batch : 2011-2013 Centre : Patna Date Place : 01-03-2012 : Patna 2|Page ACKNOWLEDGEMENT I owe my gratitude to many people who helped and supported me during the research and compilation of my project report. I would like to thank my mentor Mr Kislay Kashyap for approving my project and express my indebted gratitude for his guidance and suggestions at every stage of this report. My sincere gratitude is also due to my seniors for their constant encouragement and support. I would like to express my thanks to all those people who were directly and indirectly involved in shaping my project by providing valuable information and co-operation. 3|Page EXECUTIVE SUMMARY INTRODUCTION: This is a project to study about the ? Growth and Potential of Luxury International Fashion Brands in India?. If we look into the past, no one could imagine that a luxury market would exist in India. But over the years with the change in the demographics of the Indian consumer and with higher disposable income available, the luxury market in India has indeed emerged as one of the fastest growing markets in the retail segment. PROBLEM DEFINITION: The Indian Luxury Market is still a niche market and people have got a very low personal disposable income, though it has increased a lot from before but not so much to afford international luxury fashion brands and the people who have got a high disposable income lack enough knowledge about the international fashion brands available in India as the luxury international stores are limited to metropolitans only. 4|Page OBJECTIVE: The main objectives of the projects are ? Analyze the Luxury Brand Awareness among the Indian consumers. ? Reasons behind customers buying Luxury fashion Brands ? Analyze the major international fashion brands in India. ? To analyze the Current Scenario and the Growth of Indian Luxury fashion brands and the Market. RESEARCH METHODOLOGY: ? The secondary research is through Magazines, journals, articles and internet. ? Primary research through focus group interview with industry personnel, customers. HYPOTHESIS: ? Assuming that there is a strong scope for the growth of international luxury fashion brands in India. ? Taking an assumption that Luxury fashion brands do not have much scope in the Indian market. 5|Page CONTENTS Ch. No. 1. 0 2. 0 3. 0 3. 1 3. 2 3. 3 3. 4 3. 5 3. 6 3. 7 4. 0 4. 1 4. 2 4. 3 5. 0 5. 1 5. 2 5. 3 5. 4 6. 0 7. 0 8. 0 9. 0 9. 1 9. 2 Chapter Name Objective Research Methodology Literature Review Introduction India at Glance Geography People Understanding Luxury Defining Luxury Socio Economic Significance of Luxury Acquainting with Luxury Fashion Brand Major Difference between Regular Brands and Luxury Brands Persona of Indian Luxury Industry Famous Luxury Brands and their destination in India SWOT Analysis Major Problems Faced by Luxury Fashion Industry Growth and Potential of Luxury Brand Growth of Indian Luxury Market Luxury Fashion Branding Strategies Final Summary Primary Research Findings Annexure Questionnaire Bibliography Page No. 7 8 9 9 9 11 13 14 15 16 17 21 23 26 31 32 33 35 39 41 43 54 56 56 58 6|Page 1. 0 OBJECTIVE: The main objectives of the projects are ? Analyze the Luxury Brand Awareness among the Indian consumers. ? Reasons behind customers buying Luxury fashion Brands ? Analyze the major international fashion brands in India. ? To analyze the Current Scenario and the Growth of Indian Luxury fashion brands and the Market. 7|Page 2. 0 RESEARCH METHODOLOGY: ? Secondary research through Magazines, journals, articles and internet. ? Primary research through focus group interview with industry personnel, customers. 8|Page 3. 0 LITERATURE REVIEW 3. 1 INTRODUCTION: If we look into the past, no one could imagine that a luxury market would exist in India. But over the years with the change in the demographics of the Indian consumer and with higher disposable income available, the luxury market in India has indeed emerged as one of the fastest growing markets in the retail segment. Through this report I have tried to give an estimate of the luxury retail market in India, how much it has penetrated and also how much it is likely to grow. Also I have tried to specify various factors that are crucial for the success of luxury brands in India. While doing out research on this project I have come across many new findings. The role the Indian market plays in the global scenario and the position of India vis-a-vis other countries. Also I understood about the duties and legal requirements for this segment. I have tried my level best to cover all the aspects in regard to my research. India today is fast becoming a new world of modern luxury. The country now teems with luxurious international brands, spurring the ascent of an Indian luxury market. One does not need to travel abroad to shop for luxury. Luxury goods and services sit aplenty right at home. Indians, however, have to realize such, be informed where to avail of them, and be convinced of the convenience and ease of access to these luxury goods and services. In the same vein, foreigners can also visit India to shop for same luxury. India can very well be placed on the global luxury-shopping map. There is, therefore, a huge opportunity to pump prime the luxury market field in India. 9|Page 3. 2 INDIA AT GLANCE: FOCUS : Study about India and its habitats. India is one of the oldest civilizations in the world with a kaleidoscopic variety and rich cultural heritage. It has achieved all-round socio-economic progress during the last 60 years of its Independence. India has become self-sufficient in agricultural production and is now the tenth industrialized country in the world and the sixth nation to have gone into outer space to conquer nature for the benefit of the people. It covers an area of 32,87,2631 sq km, extending from the snow-covered Himalayan heights to the tropical rain forests of the south. As the 7th largest country in the world, India stands apart from the rest of Asia, marked off as it is by mountains and the sea, which give the country a distinct geographical entity. Bounded by the Great Himalayas in the north, it stretches southwards and at the Tropic of Cancer, tapers off into the Indian Ocean between the Bay of Bengal on the east and the Arabian Sea on the west. Lying entirely in the northern hemisphere, the mainland extends between latitudes 8 °4? and 37 °6? north, longitudes 68 °7? and 97 °25? east and measures about 3,214 km from north to south between the extreme latitudes and about 2,933 km from east to west between the extreme longitudes. It has a land frontier of about 15,200 km. The total length of the coastline of the mainland, Lakshadweep Islands and Andaman& Nicobar Islands is 7,516. 6 km. 10 | P a g e 3. 3 Geography: Location: The Indian peninsula is separated from mainland Asia by the Himalayas. The Country is surrounded by the Bay of Bengal in the east, the Arabian Sea in the west, and the Indian Ocean to the south. Geographic Coordinates: Lying entirely in the Northern Hemisphere, the Country extends between 8 ° 4? and 37 ° 6? latitudes north of the Equator, and 68 °7? and 97 °25? longitudes east of it. Indian Standard Time: GMT + 05:30 Area: 3. 3 Million sq km Telephone Country +91 Code: Border Countries: Afghanistan and Pakistan to the north-west; China, Bhutan and Nepal to the north; Myanmar to the east; and Bangladesh to the east of West Bengal. Sri Lanka is separated from India by a narrow channel of sea, formed by Palk Strait and the Gulf of Mannar. Coastline: 7,516. 6 km encompassing the mainland, Lakshadweep Islands, and the Andaman & Nicobar Islands. 11 | P a g e Climate: The climate of India can broadly be classified as a tropical monsoon one. But, in spite of much of the northern part of India lying beyond the tropical zone, the entire country has a tropical climate marked by relatively high temperatures and dry winters. There are four seasons – winter (December-February), (ii) summer (March-June), (iii) south-west monsoon season (June-September), and (iv) post monsoon season (October- November). Terrain: The mainland comprises of four regions, namely the great mountain zone, plains of the Ganga and the Indus, the desert region, and the southern peninsula. Natural Resources: Coal, iron ore, manganese ore, mica, bauxite, petroleum, titanium ore, chromite, natural gas, magnesite, limestone, arable land, dolomite, barytes, kaolin, gypsum, apatite, phosphorite, steatite, fluorite, etc. Natural Hazards: Monsoon floods, flash floods, earthquakes, droughts, and landslides. Environment – Current Issues: Air pollution control, energy conservation, solid waste management, oil and gas conservation, forest conservation, etc. Environment – International Agreements: Rio Declaration on environment and development, Cartagena Protocol on biosafety, Kyoto Protocol to the United Nations Framework Convention on climatic 12 | P a g e change, World Trade Agreement, Helsinki Protocol to LRTAP on the reduction of sulphur emissions of nitrogen oxides or their transboundary fluxes (Nox Protocol), and Geneva Protocol to LRTAP concerning the control of emissions of volatile organic compounds or their transboundary fluxes (VOCs Protocol). Geography – Note: India occupies a major portion of the south Asian subcontinent. 3. 4 PEOPLE: Population: 1,21,01,93,422 Decadal Population Male: 9,15, 01,158 Growth: Female: 8,99, 54, 828 Density of Population: 382 per sq. km. Sex Ratio: 940 per 1000 males Nationality: Indian All the five major racial types – Australoid, Mongoloid, Europoid, Caucasian, and Negroid find representation among the people of India. Ethnic Groups: 13 | P a g e Religions: Hindus constituted the majority with 80. 5 %, Muslims came second at 13. 4%, followed by Christians, Sikhs, Buddhists, Jains, and others. Languages: There are 22 National Languages have been recognized by the Constitution of India, of which Hindi is the Official Union Language. Besides these, there are 844 different dialects that are practiced in various parts of the Country. Literacy: Persons: 77,84,54,120 Males: 44,42,03,762 Females: 33,42,50,358 GDP: Nominal GDP stands at US$1. 53 trillion as per 2010 census 3. 5 UNDERSTANDING LUXURY AND AQUAINTING WITH LUXURY FASHION BRANDS: FOCUS : Getting introduced to the term ? LUXURY? Luxury, derived from the Latin word luxus, means indulgence of the senses, regardless of cost. Luxury is something that everyone wants but nobody needs, its an area of huge comfort and the best of the best. 14 | P a g e A luxury brand is a brand for which a majority of its products are luxury goods. It may also include certain brands whose names are associated with luxury, high price, or high quality, though few, if any, of their goods are currently considered luxury goods. The luxury sector targets its products and services at consumers on the top-end of the wealth spectrum. These self-selected elite is more or less price insensitive and chooses to spend their time and money on objects that are plainly opulence rather than necessities. For these reasons, luxury and prestige brands have for centuries commanded an unwavering and often illogical customer loyalty. 3. 6 DEFINING LUXURY: The concept of luxury has been present in various forms since the beginning of civilization. Its role was just as important in ancient western and eastern empires as it is in modern societies. With the clear differences between social classes in earlier civilizations, the consumption of luxury was limited to the elite classes. It also meant the definition of luxury was fairly clear. Whatever the poor cannot have and the elite can was identified as luxury. With increasing ? democratization‘, several new product categories were created within the luxury markets that were aptly called – accessible luxury or mass luxury. This kind of luxury specifically targeted the middle class (or what is sometimes termed as aspiring class). As luxury penetrated into the masses, defining luxury has become difficult. In contemporary marketing usage, Prof. Bernard Dubois defines ? luxury‘ as a specific (i. e. higher-priced) tier of offer in almost any product or service category. However, despite the substantial body of knowledge accumulated 15 | P a g e during the past decades, researchers still haven‘t arrived on a common definition of luxury. Many other attempts have been made to define luxury using the price-quality dimension stating higher priced products in any category is luxury. Similarly, researchers have used the uniqueness aspects of luxury too. Prof. Jean-Noel Kapferer, takes an experiential approach and defines luxury as items which provide extra pleasure by flattering all senses at once. Several other researchers focus on exclusivity dimension and argue that luxury evokes a sense of belonging to a certain elite group. 3. 7 SOCIO ECONOMIC SIGNIFICANCE OF LUXURY: Several manufactured products attain the status of â€Å"luxury goods† due to their design, quality, durability or performance that are remarkably superior to the comparable substitutes. Thus, virtually every category of goods available on the market today includes a subset of similar products whose â€Å"luxury† is marked by better-quality components and materials, solid construction, stylish appearance, increased durability, better performance, advanced features, and so on. As such, these luxury goods may retain or improve the basic functionality for which all items of a given category are originally designed. There are also goods that are perceived as luxurious by the public simply because they play a role of status symbols as such goods tend to signify the purchasing power of those who acquire them. These items, while not necessarily being better (in quality, performance, or appearance) than their less expensive substitutes, are purchased with the main purpose of displaying wealth or income of their owners. These kinds of goods are the objects of a socio-economic phenomenon called conspicuous consumption and commonly include luxury vehicles, watches, jewelry, designer clothing, yachts, as well as large residences, urban mansions, and country houses. 16 | P a g e 4. 0 AQUAINTING WITH THE LUXURY FASHION BRANDS Luxury fashion brands have often been associated with the core competencies of creativity, craftsmanship, precision, high quality, innovation, & premium pricing. These product attributes give the consumers the satisfaction of not only owning expensive items but the extra-added psychological benefits like the esteem, prestige and a sense of a high status that reminds them and others that they belong to an exclusive group of only a select few, who can afford the pricey items. The luxury sector targets its products and services at consumers on the top-end of the wealth spectrum. These self-selected elite are more or less price insensitive and choose to spend their time & money on objects that are plainly opulence rather than necessities. For these reasons, luxury and prestige brands have for centuries commanded an unwavering and often illogical customer loyalty. 17 | P a g e Luxury has never been something easy to define; yet this mystery concept is something highly desired by one & all alike. I look at delving deeper into this mystery and aura of luxury goods by way of comparing them against ? regular goods‘ as well as highlighting the characteristics of the luxury industry. But before beginning with that, lets first attempt to understand some common terms associated in the world of high-end goods. Luxury and Prestige brands such as Rolex, Louis Vuitton and Tag-heuer represent the highest form of craftsmanship and command a staunch consumer loyalty that is not affected by brands. These brands create and set the seasonal trends and are also capable to pulling all their consumers with them wherever they go. 18 | P a g e Premium brands are those brands like Polo, Ralph Lauren, Versace and Tommy Hilfiger that aspire to be luxury and prestige brands but their marketing mix strategies are more attuned to a mass market, albeit a luxury mass market. They also termed as mass Premium brands or luxury brands. Fashion brands are those that address the masses. LVMH (Louis Vuitton Moet Hennessy) is the largest luxury good producer in the world with over fifty brands, including Louis Vuitton, the brand with the world’s first designer label, other famous fashion brands are Chanel, Gucci etc. 19 | P a g e Luxury is a Hub of Business Luxury brands take the elements they feel passionate about, add design then develop it and present it to the customers that exceed their expectations. A luxury good is a product at the highest end of the market in terms of quality and price. Classic luxury goods include haute couture items such as clothing, accessories and luggage. However, many markets have a luxury segment including for instance, cars, wine and chocolates. Such brands share characteristics like consistent premium quality, a heritage of craftsmanship, a recognizable style or design, a limited production run of any item to ensure exclusivity, an element of uniqueness and an ability to keep coming up with new designs when the category is fashion-intensive. Keeping it simple and realistic, luxury is anything and everything that you may truly desire; it can be short lived or a life long desire – it is ? your‘ emotional connect and reward that allows it to appear as luxury. 20 | P a g e 4. 1 MAJOR DIFFERENCES BETWEEN REGULAR BRANDS AND LUXURY BRANDS: FACTOR REGULAR GOODS LUXURY GOODS Available at posh, PLACE Available at convenience and according to the product category exclusive and selected locations ? Highly customized or ? Multiple mass variances but PRODUCT standardized. ? Service levels range from low to high. limited editions of products. ? Very high personnel service. PRICING Value for money Premium pricing ? Pre- ? All kinds of media (ATL, BTL) used. ? Product functional and aspirational PROMOTION value appeals. ? All kinds of reference group appeals used. dominantly premium above the line media. e. g. Connoisseur, Magazines, 21 | P a g e Travel media) ? Products have the exclusive appeal. ? Mostly celebrity appeals. Luxury goods are Those goods for which demand is inversely proportional to price. also called as Veblen‘s goods, the demand for the product is said to increase with the increase in price. ECONOMIC DEFINITION BRAND EXTENSION DECISIONS Based on defending your turf. (R&D based decisions to an extent). Based on marketing the luxury brand. DRIVERS OF BRANDS Functional attributes and innovation. Tradition and brand heritage. Source: Luxury Marketing, Samit khanna- IIM-A 22 | P a g e 4. 2 PERSONA OF INDIAN LUXURY INDUSTRY: FOCUS : Understanding the characteristics of luxury brands. CHARACTERISTICS OF INDIAN LUXURY INDUSTRY: 1. THE MEANING OF LUXURY HAS CHANGED: Luxury has moved from its ? old‘ meaning of ownership (also known as conspicuous consumption – Conspicuous consumption is a term used to describe the lavish spending on goods and services that are acquired mainly for the purpose of displaying income or wealth rather than to satisfy a real need of the consumer. In the mind of a conspicuous consumer, such display serves as a means of attaining or maintaining social status. Invidious consumption, a necessary corollary, is the term applied to consumption of goods and services for the deliberate purpose of inspiring envy in others) of objects to the ? new‘ meaning of the experience / fulfillment derived from possessing a certain object. 2. LUXURY MEANS DIFFERENT TO DIFFERENT PEOPLE: Luxury has no certified origins. But luxury branding is said to have taken birth in the west with the appearance of high-end brands. But there is still no definite meaning of luxury, for someone luxury can be a necessity and vice-versa. If one can think a luxury brand is really cheap, its not necessary that the other person also will think the same way. Luxury is yet to be defined, it totally differs from person to person. 23 | P a g e 3. LUXURY IS A PRODUCT CATEGORY IN ITSELF: This can be best clarified by the fact that both an expensive watch and an apparel can be considered to be luxury items. Therefore, all luxury marketers are not just competing in their ? technically defined‘ product categories (like manufacturers of televisions compete among themselves) but for the wallet share of luxury goods in total. 4. CLASSIFICATION OF LUXURY CONSUMERS: SRI Consulting Business Intelligence places consumers in 3 groups according to what luxury means to them: Luxury is Indulgence – This group is the smallest of the three and tends to include younger consumers and slightly more males than the other two groups. Their purpose for luxury goods is to lavish themselves in self-indulgence. They are willing to pay a premium for goods that express their individuality and make others take notice and are not overly concerned with product longevity or possible criticism. They enjoy luxury for the way it makes them feel, therefore have a more emotional approach to purchases. They respond well to messages that highlight the unique and emotional qualities of a product. Luxury is Reward – These consumers tend to be younger than the first group but older than the third. They use luxury goods as a status symbol to say ? I‘ve made it! ? They are motivated by their desire to be successful and demonstrate this to others. Luxury brands that have widespread recognition are popular, however they don‘t wish to appear lavish or hedonistic in their appearance. They want to purchase ? smart? luxury that demonstrates importance while not 24 | P a g e leaving them open to criticism. Marketing messages that communicate acceptable exclusivity resonate with this group. Luxury is Functional – these consumers tend to buy luxury products for their superior functionality and quality. Consumers in this segment, the largest of the three, tend to be older and wealthier and are willing to spend more money to buy things that will last and have enduring value. They buy a wide array of luxury goods, from artwork to vacations, and conduct extensive prepurchase research, making logical decisions rather than emotional or impulsive. Messages that highlight product quality and are information-intensive are powerful with this group. 5. CUSTOMER LOYALTY IS MORE IMPORTANT THAT BRAND AWARENESS: Rather than focus on measuring the brand awareness of a luxury company, measuring customer loyalty is far more significant a metric regarding the success or failure of corporate strategy to connect with the luxury consumer. 6. CERTAIN FACTORS WHICH PLAY A N IMPORTANT ROLE: In luxury marketing there is a subtle interplay between three factors that most strongly influence the luxury consumer to buy: product brand; dealer or store’s brand or service providers’ reputation; and price/value relationship. 25 | P a g e USERS OF LUXURY BRANDS IN INDIA: ? CEOs and other senior professionals (in their thirties and early forties) ? Entrepreneurs in new businesses ? â€Å"Prodigal children† ? Actors and models ? Franchisees, and small and medium Retailers 4. 3 FAMOUS LUXURY BRANDS AND THEIR DESTINATIONS IN INDIA FOCUS : To evaluate about all the famous luxury brands available in India and the places where they are available. UB CITY- THE COLLECTION, BANGALORE: UB City is the biggest commercial property project in Bangalore, India. Pioneered by the chairman of UB Group, Dr. Vijay Mallya , it is built on 13 acres (53,000 m2) of land and hosts 1,000,000 sq ft (93,000 m2) of high-end commercial, retail and service apartment space. UB City has four towers namely, UB Tower (19 Floors), Comet (11 Floors), Canberra (17 Floors) and Concorde (19 Floors). UB City has four towers namely, yelahanka. The later three towers are all named after aircraft. UB City will house the Group offices under one roof – UB Tower. Concorde & Canberra will have retail space on the lower floors and office space in the higher levels, while Comet will have serviced apartments. It will house commercial offices, banks, high-end retail stores, a five star hotel, 26 | P a g e serviced apartments, restaurants, food courts, pubs, health clubs and cafes. Multi-level parking areas will offer virtually unlimited parking spaces. Also on the blueprint is an amphitheatre with food courts and landscaped gardens. UB City will provide parking space for over 1,100 cars. Being an environment friendly project and keeping in mind the green surroundings of Cubbon Park, one-third of the space has been earmarked for landscaped gardens. An elevated roof top helipad will provide a five-minute aerial commute to the airport. Four storeys of multi level parking, in addition to one common basement for the entire UB City and extensive surface level car parks, will provide UB City the remarkable prospect of offering literally unlimited car parking space. BRANDS AVAILABLE AT UB CITY-THE COLLECTION: ? Louis Vuitton ? Alfred Dunhill ? Estee lauder ? Mont Blanc ? Zimson ? Rolex ? Canali ? Salvatore Ferragamo ? Paul Smith ? Lladro ? Versace ? Corneliani ? Burberry ? Jimmy Choo ? Diesel 27 | P a g e DLF EMPORIO, NEW DELHI- DLF Emporio has been designed as a name synonymous with luxury – offering a unique shopping experience where the accent is on exclusivity, space and aesthetics. There is simply no other place where such a wealth of designer and premium merchandise, lifestyle products and services are showcased under one elegant roof. The nuances of luxurious serenity are going to be expressed at DLF Emporio in a way found only in the fashion capitals of the world, offering just the right kind of tasteful and sublime ambience to attract high value spenders. 28 | P a g e DLF EMPORIO RETAIL MIXGreat care is being taken to ensure that the global retail community at DLF Emporio is the most premium. Only the finest signature brands, designer labels and high end lifestyle products co-exist here. Some of the brands in DLF Emporio include Giorgio Armani, Salvatore Ferragamo, Louis Vuitton, Cartier, Fendi, Dior, Just Cavali, DKNY, Tods, Burberry, Hugo Boss to name a few. ESSENTIAL PLAYERS OF THE LUXURY MARKET IN INDIA: ? JEWELLERY- Cartier, De Beers, Tiffanys etc. ? CLOTHING- Louis vuitton, Varsace, Armani, Chanel, Gucci etc. ? ACCESSORIES- Fendi, Jimmy Choo, Ferragamo Salvatore etc. ? AUTOMOBILES- Mercedes, Volvo, BMW, Volkswagen, Nissan, Audi etc. 29 | P a g e 30 | P a g e 5. 0 SWOT ANALYSIS: FOCUS : To do the swot analysis and ascertain the major problems faced by the international fashion brands in India. STRENGTH WEAKNESS 1. Brand Name/Brand Ambassadors 2. Customer Loyalty 3. Quality 4. Global Presence 1. Concentrated Market-only metro cities 2. Government Regulations 3. High Prices 4. Percentage of target audience is Less 5. Higher Operational cost-rents. OPPORTUNITY THREATS 1. Manufacturing the brands in India 1. Fake branded stuff available in India itself rather than importing it 2. FDI Regulations 3. Globalization 2. Available at cheaper prices abroad 31 | P a g e 5. 1 MAJOR PROBLEMS FACED BY THE LUXURY FASHION INDUSTRY- 1. LACK OF AWARENESS OF BRANDS AMONGST INDIAN CONSUMERS: The Indian consumers are not aware of the brands available in India, Most rich people who can afford the luxury brands either live in smaller towns and cities where there is no outlet or awareness of the brands. 2. PREFERENCE OF BUYING FROM FOREIGN COUNTRIES: People who are aware of the brands and live in metro cities and have a higher disposable income prefer buying from abroad as they travel a lot and so they prefer buying from abroad itself as they get a better and wide variety of products with lesser prices. 1. DUPLICATION AND KNOCK-OFFS: There are a lot of duplicate and knock-offs available in the Indian market. Most of these products come from China. The same branded product, which is available for 25000 Rs. , is available for 1500 Rs. When it is not authentic. Though the quality of these products is not good, they appear to be the same and hence people don‘t mind buying them. But people in India do not believe in authenticity, if they see the name and the knock-off looks exact, they buy that item as they believe in showing off. 32 | P a g e 2. LACK OF RETAIL SPACE: The luxury retail stores are located in 5 star hotels or malls in selected cities, as we all know that there are only two luxury malls in India, The collection-UB City, Bangalore and the DLF-Emporio Mall, New Delhi, because that is where the potential customers are most likely to come for shopping, hence the feasible space available is very less. 3. LOW CUSTOMER TURNOVER: The number of customers who visit a luxury store is comparatively lower than a regular store. Also the luxury store outlets are located exclusively in certain areas and are sometimes not accessible by everyone, this factor also affects the customer turnover. 4. HIGH OPERATIONAL COST: The cost of operating a luxury outlet is high because the size of the store has to be elaborated and also it has to locate at a prime location in major cities. Due to the image that is associated with luxury products, the cost of maintaining the store is high because it has to look upbeat all the time. At the same time these stores normally situated in 5 star hotels or big shopping malls where the rents charged are very high and hence the cost is further increased. 5. 2 GROWTH AND POTENTIAL OF LUXURY BRAND: FOCUS : Study about the roots and the growth of the luxury market of India. LUXURY is no stranger to India. The erstwhile maharajas and princes led a life of opulent splendor. The only way to be apart of the elite as to be born into it. 33 | P a g e The lifestyle as also associated with hunting, polo and her games of the rich. New money could never get into this circuit. The aspiration was always there. But the princes operated in a different league altogether. The era of the selfmade millionaire was yet to arrive. So small possessions, or copied fashion designs with a few geegaws thrown in, became the height of luxury. An achiever of the 1970s could only get by with a good foam mattress — no Omega, Rolex or BMWs. This trend saw a shift, a gradual one, in the 1980s. Luxury began creeping into upper class homes through small things and symbols. The colour TV came in, the humble pen was elevated to a Parker, successful self-made people began to be featured in magazines. The concept of luxury as a reward for achievement gained acceptance, though royalty and the aristocracy continued to remain the benchmark of the elite. The real change came in the 1990s when more people started making more money. There was a sudden explosion of colour and things and objet D’arts began to appear. In order to gain access to luxury and class one could just go out and charge it. What contributed to this shift? India opened up to the world. The liberalization process brought more than high economic growth rates. It showed the people what was possible. In the process, it has altered mindsets. The IT revolution, and the consequent demand for Indian brainpower, has created a whole new breed of wealthy global Indians. At the other end, an increasingly open economy has created new b

Edgar Allen Poe Essay

In the two short texts The Cask of Amontillado and The Tell Tale Heart written by Edgar Allan Poe, the important settings are where both of the victims are entrapped and also the time midnight, which is also when both of the murders are committed. This was important because Poe wanted to show the readers the fascination of 19th century’s phobia of being buried alive and the horror of the darkness which contributes to the gothic nature of these stories. The Cask of Amontillado is set in an unnamed European city and about Montresor, the narrator taking a deadly revenge on his friend Fortunato who he claimed to have insulted him. The Tell Tale heart is told from an unnamed narrator point of view, who insists on his sanity after murdering an old man with a ‘vulture eye’. In the Cask of Amontillado, the story began at around dusk during a carnival season. But this location suddenly jumped, as Fortunato was lured back to Montresor’s house and into the catacomb. The readers can see the obvious antithesis as the carnival alludes to happiness, life and the joyful social interactions and the catacomb symbolises evil, darkness and death. ‘Passed through long walls of piled skeletons†¦Ã¢â‚¬â„¢ ‘Moisture trickle among the bones.’, ‘walls lined with human remains†¦Ã¢â‚¬â„¢ These repeated hints of the bones lining the catacomb walls foreshadow the story’s descent into the underworld and Fortunato walking to his death. The catacomb is a metaphor for a huge deathly tomb which was ironic as Fortunato was walled up here at the end of the catacomb in the recess. It was truly Fortunato’s last resting place. In The Tell Tale Heart, the murder also happened at midnight. ‘Every night, just at twelve, I looked in upon him while he slept. ‘ Poe has chosen this witching hour time as it is the dead of the night where people are scared of the deathly evilness and the horror of it. And through the use of first person narration in both stories, the readers see the twisted logic of the killers which revealed their insanity. Although the readers have doubts about the narrator, they are also intrigued at this insight of a madman. ‘First of all I dismembered the corpse. I cut off the head and the arms and the legs†¦took up three planks from the flooring†¦and deposited†¦ ‘ This apathetic tone of describing grotesque acts showed the readers that the narrator has no empathy; he is removed from the acts and is a cold blooded killer. From these two stylistic techniques used by Poe, the readers can see the notion of madness of the mind. The narrator was psychotic and disturbed, he believed he was ‘vexed’ by the evil eye and eventually lost his grip on reality. Poe’s based both of these stories around the time at midnight, the ‘witching hour’. This was important because this is an ancient European folktale. It was believed at this time of the night supernatural creatures such as witches, demons and ghosts are thought to be at their most powerful and also black magic at its most effective. ‘†¦because Death in approaching him had stalked with his black shadow†¦Ã¢â‚¬â„¢ this clearly shows the old man’s fear of the dark and how he linked the darkness and death together. Readers can easily relate to this fear of the dark hours as we feel uneasy in the dark and difficult to see which often causes a skewed perception. In The Cask of Amontillado, Poe clearly showed Fortunato being buried alive. ‘†¦I laid the second tier and the third and the fourth. ‘The idea of being buried alive was a concern at Poe’s time when he was writing these stories. During the 17th century, many premature burials occurred. Over 140 cases of premature burials were recorded and 10 cases in which bodies were dissected accidentally before death. This idea was important in The Tell Tale Heart also, near the end, when the narrator became paranoid. He kept hearing a distinctive ringing in his ear which leaded him to his confession. ‘Tear up the planks†¦it is the beating of his hideous heart.’ This showed the notion of being buried alive as he believed the old man was still alive, with his heart beating underneath the floorboard. In conclusion, the important settings of the two stories were the ‘witching hour’ time and where the victims were murdered. This helped the readers understand the important ideas of the 17th century phobia of being buried alive and also the superstitions and people’s uneasy feeling about the witching hour. One major difference between the two stories is that there are two settings within the story of The Cask of Amontillado while in The Tell Tale Heart, there were just one. This showed the readers the vast contrast between life and death and how easily Fortunato was tricked into the darkness and to his death. But nevertheless Poe has successfully utilised the darkness and the silence of the night in capturing the readers’ attention and interests.