Marketing Myopia Essay Example | Topics and Well Written Essays - 1000 words - 2

Marketing Myopia - Essay Example Therefore, an efficient marketer would carefully plan and adopt strategies which are customer oriented and would try to build profitable customers relationships. In this article, the author says that marketers today focus on production and selling rather than adopting customer oriented strategies. He urges marketers to concentrate on their industries and plan their activities strategically in order to remain competitive. He also tries to motivate the marketers to study the needs of the customers to make profitable customer relationships. The main focus of this article is on providing customer value and following a customer oriented approach. The article revolves around the customer oriented approach as presented 52 years ago but can still be applied to the modern world approaches these days. In this article, the author portrays that a lot of businesses in many industries have been declining or going through the declining stage, not because of saturation of the market but because of t he shortcomings of the management. The main setback is the inability of managers to concentrate on customers and find current customer needs. ... In order to find current customer needs and wants, marketers need to carry out effective marketing research and provide only those goods and services which are actually wanted by the customers. The author gives the example of the railway business and the reasons for its decline. He explains that the railroad business concentrated on their railways instead of the benefit of transportation that it provided. Other industries were able to take away their customers not because the demand for transportation decreased (it actually increase), but because the railway business itself gave other s the opportunity of taking away their customers. The author states that the main reason for their decline was that they were product oriented instead of being customer oriented. Another example was of the Hollywood industry which concentrated on the movie business instead rather than providing entertainment to the viewers. This gave way to TV which was customer oriented and providing true entertainment to the viewers. These examples give a clear indication that being product oriented can prove to be very harmful for the company as a whole and may even force it to go out of business. There are hundreds of such examples that we see everyday and therefore, marketers as well as managers should make sure that the business adopts those strategies which are customer oriented instead of being product oriented. The main purpose of these examples is that the author wants to show the managers and marketers that a single approach of whether being product oriented or market oriented can affect their entire organization and it disregards all the other plans and work done by the management. If the marketer`s main focus is on the product and its attributes rather than on the customer and his

Poland Springs Advertisement Campaign Failure Essay Example for Free

Poland Springs Advertisement Campaign Failure Essay Poland Spring’s recent advertisement puts its viewers in a serene natural environment; a nice sunny day overlooking a crystal clear spring on a green field. In the center of this field is a giant plastic bottle, one that is â€Å"environmentally friendly.† The bottle is praised and pointed out for using â€Å"less plastic,† â€Å"less paper,† and the very important â€Å"dye-free cap.† The bottle is called the â€Å"Eco-Shaped bottle† and is designed to have less impact on the earth. The entire scene is under the giant caption that tells of how Poland Spring is doing â€Å"less† to the environment. The company is selling water in a disposable plastic bottle yet the advertisement seems to be trying to convince people that by consuming their disposable product they are some how helping the environment; that because they drink Poland Spring water they are doing â€Å"less to the environment. This advertising strategy however is not uncommon. According to Julia B. Corbett â€Å" ‘green advertising’ has focused on ads that promote environmental sensitivity toward†¦ a corporate image of environmental sensitivity† (Corbett 148). The recent ad campaign may seen to be about Poland Spring’s new â€Å"Eco-Shaped† bottle, but it is really about diverting attention from the pollution the bottle generates to instead creating a pro-environmental view of the company and its product. The Eco-Shaped bottle by Poland Spring is marketed with a few selling points the company points out directly in their advertisement. The bottle uses â€Å"30% less plastic†, â€Å"less paper† and a â€Å"dye-free cap†. These improvements are  better for the environment then the original bottle used by Poland Spring. However the problem lies in the fact that the product is still harmful to the environment. Last time I checked less of a bad thing is still a bad thing. According a recent article by Hope Molinaro, the California Department of Conservation (CDOC) stated, â€Å"in California, more than a billion plastic water bottles wind up in the trash each year† and that total is only the amount of bottles in the state of California (Molinaro, 64). The total amount equates to 3 million empty water bottles per day disposed of in just one state (Molinaro, 64). That large amount of plastic has many detrimental effects to the environment. The materials used to make the bottles consist of a tremendous amount of resources and are difficult to dispose of if not recycled. There is an overwhelming amount of evidence to make the claim that a good portion of the plastic bottle waste generated in the United States is produced by the Poland Spring Company. Not only is the plastic filling our landfills, but there is evidence that the water bottle company is polluting its own town. According to a 2008 study of pollution demographics of Androscoggin County in Maine, where Poland Spring’s headquarters is located, the particulate matter is 62% higher there than the United States average (Unknown). It’s also 61% higher then the state of Maine’s average particulate matter found (Unknown). Particulate matter is a complex mixture of extremely small particles and liquid droplets. Particle pollution is made up of a number of components, including acids (such as nitrates and sulfates), organic chemicals, metals, and soil or dust particles. Poland Spring’s advertisement does not show any of this particulate matter when depicting how green and lush the springs it gets its water from are. One aspect of the Poland Spring’s advertisement that I find different and contradictory to traditional green thinking is that in the ad the plastic Poland Spring water bottle, is shown in nature. Normally when a plastic water bottle is found laying in a field or any natural setting for that matter, it is viewed upon as pollution. In this ad the bottle is sitting in nature and is supposed to be appealing to the human eye. The bottle is shown in a way that it blends into the natural setting and tries to convince people that it almost belongs there, in the midst of nature; that the  unnatural belongs with the natural. It is easy to relate the bottle as being positive to the environment however as it blends in with the incredible sunrise in the background on a beautiful day with a clear sky. The bottle is featured sitting in a field where the growth of the field is doing outstanding and there is not one dead or even one imperfectly grown plant. The land is doing so well it is almost portrayed as being happy and at peace with a giant, unnatural, plastic water bottle sticking out of it. This scene does not just occur in the ad however as pollution is a huge issue when there is a â€Å"disposable† factor to the product. A second contradiction in the ad is that Poland Spring is a water bottle company whose ad features more lush, green field then the body of water in which their product comes from. The ad is trying to make the product fall into the American consumers mind as a green product hence the green field is more affective then a view of the lake or spring containing the water Poland Spring is selling. Poland Spring is really trying to hammer in the point that it’s product is green and eco-friendly, and the more green in the picture the more green the consumer sees. Contradiction number three this ad uses is the slogan that titles it. In the current green revolution sweeping across America the constant theme is doing more for the environment. Under Poland Springs fancy, flower-laden font reads the words â€Å"doing less†. This is a clear indication that Poland Spring is not being beneficial to the environment by saying they are â€Å"doing less† harm to the planet we live on. Over the serene sunset, over laying the clear blue sky, and lush green field, lies an admission of pollution and guilt by the company. Poland Spring’s methods however are not so uncommon in today’s advertising market. Many advertising campaigns are seen now featuring nature in one way or another and one of the more common ways to do this is through and advertisements backdrop. According to Julia B. Corbett, â€Å"Using nature merely as a backdrop whether in the form of wild animals, mountain vistas or sparkling rivers-is the most common use of the natural world in advertisements.† (Corbett 150) So when Poland Spring sets it’s water bottle in the green field, with little purple flowers swaying in the wind, the peaceful sunset over looking the bluest clear sky the world has to offer,  followed by beautiful green hills rolling off to the distance there is a purpose to it. The purpose according to Julia could be that the company is trying to promote a â€Å"corporate image of environmental responsibility.†(Corbett 148) This is very well one if not the main initiative of the advertisement and it is even so less of an advertisement as it is a rebuttal. Recently, as our country starts to become more â€Å"green† and environmentally aware, there has been some recent campaigns against the consumption of bottled water. One major campaign against bottled water has been â€Å"Think outside the bottle†. Even the mayor of Miami, Manny Diaz along with a dozen or so mayors, is calling on municipal governments to phase out bottled-water purchases in a resolution to be presented at the U.S. Mayors Conference (Barnes). Poland Spring is trying to distract the average consumer from believing the hype that the bottle are bad for the environment and tries to prove that they are doing something about it. Poland Spring’s advertisement is focusing on green aspects of its product and is trying to make the company appear to have a green initiative, however the Poland Spring’s target audience is not the hardcore environmentalist. Any person who puts some research into what they buy and cares about the environment is going to know that consumption of disposable plastic water bottles is not going to help the environment. The ad however does target the average consumer who does sort of care about the environment but does not research into what they consume. A consumer might see the recent anti-water bottle campaigns and generate a negative view of the disposable, plastic water bottles that Poland Spring sells. That is why Poland Spring’s ad was created in the first place, to turn the average consumer’s view of the water bottle and the Poland Spring Company from a negative one to a positive one. In times of environmental awareness that the United States is currently facing, many unenvironmentally friendly companies are finding it harder and harder to promote sales for their products. Poland Spring is no different in that respect but tries a different approach that is gaining in popularity, green advertising. Poland Spring uses nature to show a pristine and beautiful backdrop for their hazardous product. The ad is focusing on deterring the public’s view of Poland Spring from environmentally damaging  to environmentally caring. As shady and undermining the ad is to not only the people but the earth its self, the ad creates a pro-environmental image of a company that does not practice what is preaches. Works Cited Barnes, Tayler. Anti Bottled Water Campaign Enlists Mayors to Cause. Corporate Accountability International. Miami Herald. Web. 07 Nov. 2011. http://www.stopcorporateabuse.org/MiamiHeraldTOTB. Corbett, Julia B. †Faint†Green: Advertising and the Natural World.† Communicating Nature: How We Create and Understand Environmental Messages. Island, 2005. Web. Molinaro, Hope. Plastic Water Bottles Go to Waste, Says Calif. Conservation Agency. Plastics Engineering 59.7 (2003): 64-. ProQuest Research Library. Web. 7 Nov. 2011. Unknown. Poland Spring Pollution Indexes. Raw data. Androscoggin County. CLRSreach.com

Womens Pavilion at the Columbian Exposition Essay example -- Architec

The Women's Pavilion The Columbian Exposition was notable for its impressive architecture and large international attendance. Of particular importance was the Women's Pavilion. The first of its kind to have been designed by a female architect, it revealed much about the social plight of women at that time, and the need for further progress in the movement for equal rights. While its existence did not trigger significant changes for the Women's Movement, this pavilion was certainly a promising first step that would set a precedent for women's involvement in later years. All aspects of women's involvement in the Chicago fair were overseen by the Board of Lady Managers. This governing body, the first of its kind, had authority over all the decisions regarding the Women's Pavilion. It was headed by Mrs. Potter Palmer of Chicago, and composed of a diverse group of women from all over the United States. There were two women members from each state and territory as well as nine from Chicago. Invitations were extended to women across the world for their participation. Delegations from England, France, Spain, Germany, Austria, Russia, Italy, Holland, Belgium, Portugal, Brazil, Argentina, Cuba, Mexico, Nicaragua, Ecuador, Venezuela, Algeria, Siam and Japan all participated in the planning ,and particularly the interior decoration. Many of these organizers belonged to the upper-class or even aristocracy of their societies. The first women's pavilion had been erected in 1876 in Philadelphia. The previous year, women had been given their own section in the main fair building, but at the last minute this decision was revoked. Instead, women were told if they wanted a display, it would have to be in their own building and from their o... ... was still a long way to go on the path to equality between the sexes. Works Cited: White, Trumbull. The World Columbian Exposition ,Chicago 1893. Philadelphia. P.W. Ziegler & Co. 1893 Ralph, Julian. Harper's Chicago and the World's Fair New York, Harper and Brothers, 1893. 161-172 Bolotin, Norm. The World's Columbian Exposition: the Chicago World's Fair Washington, D.C., Preservation Press, 1992. Paul Greenhalgh. Ephemeral Vistas: The Expositions Universelle, Great Exhibitions, And World's Fairs, 1851- 1939 "Women: Exhibiting and Exhibited" Manchester, U.K.: Manuchester University Press, 1988. 174-195 "World's Columbian Exposition of 1893" Paul V. Galvin Library Digital History Collection, Illinois Institute of Technology. http://columbus.gl.iit.edu/ Torre, Susan. "Women in Design" Design Book Review 1991, Spring n20. Pg.74-76 ISSN 0737-5344.

Functions of Mass Communication

Wright (1960) characterizes seven functions of mass communication that offer insight into its role in our lives. * Surveillance. The first function of mass communication is to serve as the eyes and ears for those of us seeking information about our world. When we want to find out the latest news about what’s happening, we can turn on the television, surf the internet, or read a newspaper or magazine. We rely on mass communication for news and information about our daily lives such as the weather, stock reports, or the start time for a game. What was one of the first things you did after you heard about the terrorist attack on the World Trade Center? More than likely, you were glued to the Internet or your television waiting for details about the disaster. In fact, your authors’ campus closed down to allow people to stay at home to collect information and be with loved ones, even though our campus is located on the other side of the country. * Correlation. Correlation addresses how the media present facts that we use to move through the world. The information we get through mass communication is not objective and without bias. The grandmother of a friend of your authors stated that the information she heard on the radio, â€Å"had to be true† because it was on the radio. This statement begs the question, how credible are the media? Can we consume media without questioning motive and agenda? Someone selects, arranges, interprets, edits, and critiques the information we see. A friend of your authors’ has a brother who edits for a major reality TV show. When asked if what we see if a fair representation of what really happens, the person who does the editing simply laughed and said â€Å"no. † * Sensationalization. There is an old saying in the news industry-â€Å"if it bleeds, it leads† that highlights the idea of sensationalization. Sensationalization is when the media puts forward the most sensational messages to titillate consumers. Elliot poses some interesting food for thought: â€Å"Media managers think in terms of consumers rather than citizens. Good journalism sells, but unfortunately, bad journalism sells as well. And, bad journalism-stories that simply repeat government claims or that reinforce what the public wants to hear instead of offering independent reporting -is cheaper and easier to produce† (2004, . 35). * Entertainment. Mass media provide us with an escape from daily routines and problems by entertaining us (Zillmann & Bryant, 1986, p. 303). Media like People Magazine and E-TV keep us up to date on the doings of our favorite celebrities. We watch sports on television, go to the movies, play video games, and listen to our ipods and radios. Most mass communication simultaneously entertains and informs. We often turn to media in our leisure time to provide an escape from our boredom and relief from the predictability of our everyday lives. We rely on media to take us places we could not afford to go or imagine, acquaint us with bits of culture, and make us laugh or cry. Entertainment can have the secondary effect of providing companionship and/or catharsis through the media we consume. * Transmission. Mass media is a vehicle to transmit cultural norms, values, rules, and habits. Consider how you learned about what is fashionable to wear or what music to listen to. Mass media plays a significant role in the socialization process. We look for role models to display appropriate cultural norms, but all too often, we do not recognize inappropriate or stereotypical behavior. We start shopping, dressing, smelling, walking, and talking like the person in the music video, commercial, or movies. Why would soft drink companies pay Christina Aguilera or Mariah Carey millions of dollars to sell their products? Have you ever bought a pair of shoes or changed your hairstyle because of something you encountered in the media? Obviously, culture, age, type of media, and other cultural variables factor into how mass communication influences how we learn and perceive our culture. * Mobilization. Mass communication functions to mobilize people during times of crisis (McQuail, 1994). Think back to 9/11. Regardless of your political preferences, we mourned as a nation and rallied around national pride and patriotism during this time of crisis. Using our earlier example, your authors’ campus decided to suspend classes to allow the campus community time to mourn the loss of fellow citizens. With instant access to media and information, we can collectively witness the same events taking place in real time somewhere else, thus mobilizing a large population of people around a particular event. The rising popularity of political websites such as moveon. rg is another key example of the use of mass communication to mobilize people for political action. * Validation. Mass communication functions to validate the status and norms of particular individuals, movements, organizations, or products. The validation of particular people or groups serves to enforce social norms (Lazarsfeld & Merton, 1971). If you think about most television dramas and sitcoms, who are the primary characters? What gender and ethnicity are the majority of the stars? What gender and ethnicity are those that play criminals or those considered abnormal? The media validates particular cultural norms while diminishing differences and variations from those norms. A great deal of criticism focuses on how certain groups are promoted, and others marginalized by how they are portrayed in mass media. Given the power of the various functions of mass communication, we need to be reflective about its presence in our lives (McLuhan & Fiore, 1967). We will now turn our attention to the study of mass communication by looking at what mass communication scholars study, and how they study it.

Memorable Moment Essay

Intro: My experience entering University Kuala Lumpur when I arrived on campus Body: 1. Feeling of emotions 2. The place of building 3. Meet friends Conclusion: Hard moment to say goodbye to family One of the most memorable moments is the first time that I had through on January 09, 2013. It was the first day of my new life, the life that I was going to spend 3 years at University Kuala Lumpur Business School that formerly known as International School of Entrepreneurship (ISE). As people said, college life is a life of freedom but for me college is starting of a new life. For the first time, I felt so many emotions in my heart that makes my heart beat so fast. I was no longer being a girl but a woman who had to stay far away from home and family. I had begun to think myself to be a woman with lots of spirit to end of my study without any problem. When I entered my college for the first day, I looked around with a much more of various feeling. The stately building is what people always talked a campus in the middle of city. I entered the college with my best friend Nurulikma that I meet from old college when I take Diploma. Firstly I was going to Malaysian Institute of Information Technology (MIIT) University City Campus for registration. We need to fill up a few of letter form to get our dorm key. But finally after everything was taken care of we got to go to set up my belongings in my dorm. Never the less, when my family and I finally got up to the room and opened the door, I was very excited, I met my roommates, they are really friendly. We introduced ourselves. Unfortunately my roommates were from different states but for me it was okay even though we had some problem in communication. The room looks nice that I got to spend my first semester. I chose my bed near the plug as I need to use electricity sometimes. After I was settled in, my family and I had a nice lunch and wish them goodbye. That was the saddest moment because I need to live far from my family. (348 words) Read more: Proud Moments in Life

Capital punishment misc10 essays

Capital punishment misc10 essays The use of capital punishment has been a permanent fixture in society since the earliest civilizations and continues to be used as a form of punishment in countries today. It has been used for various crimes ranging from the desertion of soldiers during wartime to the more heinous crimes of serial killers. However, the mere fact that this brutal form of punishment and revenge has been the policy of many nations in the past does not subsequently warrant its implementation in today's society. The death penalty is morally and socially unethical, should be construed as cruel and unusual punishment since it is both discriminatory and arbitrary, has no proof of acting as a deterrent, and risks the atrocious and unacceptable injustice of executing innocent people. As long as capital punishment exists in our society it will continue to spark the injustice which it has failed to curb. Capital punishment is immoral and unethical. It does not matter who does the killing because when a life is taken by another it is always wrong. By killing a human being the state lessens the value of life and actually contributes to the growing sentiment in today's society that certain individuals are worth more than others. When the value of life is lessened under certain circumstances such as the life of a murderer, what is stopping others from creating their own circumstances for the value of one's life such as race, class, religion, and economics. Immanual Kant, a great philosopher of ethics, came up with the Categorical Imperative, which is a universal command or rule that states that society and individuals "must act in such a way that you can will that your actions become a universal law for all to follow" (Palmer 265). There must be some set of moral and ethical standards that even the government can not supersede, otherwise how can the state expect its citizens not to follow its own example. ...

Most Important Quotes From The Crucible, Analyzed

Most Important Quotes From The Crucible, Analyzed SAT / ACT Prep Online Guides and Tips The Crucible is four acts and 134 pages of tight dialogue and economical action. It can be hard to pick out particular moments or quotes as being key since everything moves along so quickly. Never fear! I haveyour back with this complete guide toThe Crucible quotes. I’ll go over the most important quotes from The Crucible, explainingboth their literal meaning and why they’re important. For clarity, the quotes are grouped into four themes: irony, fear and hysteria, pride and reputation, and power and authority. Each section also includes additional quotes that fall under the same general theme for you to practiceanalyzing on your own. Irony Quotes Many of the Crucible quotes fall into the category of â€Å"dramatic irony†, which is the irony that’s created when there’s a mismatch between what a character thinks or says and what the audience knows to be true. It’s hardly surprising there is so much irony in The Crucible – after all, one of the central causes of conflict in the play is hypocrisy. With that in mind, here are some key quotes from The Crucible that demonstrate irony of some kind. â€Å"We cannot look to superstition in this. The Devil is precise; the marks of his presence are definite as stone, and I must tell you all that I shall not proceed unless you are prepared to believe me if I should find no bruise of Hell upon her.† (Hale, Act 1, p. 35) The irony, of course, is that the â€Å"marks† of the Devil are nowhere near â€Å"definite as stone† – the only evidence to support accusations of witchcraft are the subjective experiences of the "afflicted." Even in cases when the girls display symptoms (going cold and clammy or having needles stuck in them), there’s never any physical evidence directly linking the accused witches to their supposed crimes. â€Å"ABIGAIL: Don’t lie! To Hale: She comes to me while I sleep; she’s always making me dream corruptions!† (Act 1, p. 41) Abigail yelling â€Å"don’t lie† at another person is highly ironic, not only because Miller introduced her as a liar (she has â€Å"an endless capacity for dissembling†), but because Abigail had just told Proctor Betty’s illness was nothing to do with witchcraft not 20 page previously. "I cannot speak but I am doubted, every moment judged for lies, as though I come into a court when I come into this house!" (Proctor, Act 2 p. 52) "PROCTOR: Because it speaks deceit, and I am honest! But I’ll plead no more! I see now your spirit twists around the single error of my life, and I will never tear it free!" (Act 2, p. 59) This pair of quotes both demonstrate the ironic concept: as far as the audience understands it, the only person who seems to be judging Proctor is not Elizabeth, but Proctor himself. There's also a bit of foreshadowing with â€Å"as though I come into a court†, since in Act 3 Proctor will do that very thing. "No man may longer doubt the powers of the dark are gathered in monstrous attack up on this village. There is too much evidence now to deny it† (Hale, Act 2, p. 61). The village is certainly under attack, but not necessarily in the way Hale thinks it is. The real â€Å"powers of dark† affecting Salem are suspicion and fear, not anything demonic. â€Å"I am a minister of the Lord, and I dare not take a life without there be a proof so immaculate no slightest qualm of conscience may doubt it† (Hale, Act 3, p. 92). Again, the â€Å"proof so immaculate† that Hale speaks of is the word of one person against the word of another. As we’ll see in a quote by Danforth later on in this article, the proof only remains beyond reproach if you believe in witchcraft more than you believe that people are fallible. There's also foreshadowing in this quote because by the end of this act, Hale is full of qualms, and by the end of the play, Hale feels he has â€Å"blood on [his] head† (p. 121). â€Å"But God made my face; you cannot want to tear my face. Envy is a deadly sin, Mary† (Abigail, Act 3, p. 106) Abigail's words here are ironic because in The Crucible, it is Abigail who is envious of the position Elizabeth Proctor has as John Proctor’s wife. â€Å"DANFORTH, conciliatory: You misunderstand, sir; I cannot pardon these when twelve are already hanged for the same crime. It is not just.† (Act 4, p. 119). The irony in Danforth's statement is that it wasn’t "just" to hang any of the accused witches in the first place, and so continuing to hang people just because it's already been done before is a terrible idea. Salem Massachusetts - Burying Point Cemetery/Used under CC BY 2.0/Resized from original. Now that you’ve seen a few ironic quotes analyzed and explained, it’s your turn! Below you'll find several quotes that demonstrate irony (dramatic or otherwise). Try your hand at explaining why each one is ironic and analyzing the difference between what the character mean when she said the quote and the hidden meaning. "ABIGAIL: I never sold myself! I’m a good girl! I’m a proper girl!" (Act 1, p. 40) "MARY WARREN, with greater impatience with him: I told you the proof. It’s hard proof, hard as rock, the judges said." (Act 2, p. 54) â€Å"Proctor, I cannot think God be provoked so grandly by such a petty cause†¦think on your village and what may have drawn from heaven such thundering wrath upon you all † (Hale, Act 2, p. 75) "PROCTOR: 'Do that which is good, and no harm shall come to you.'" (Act 3, p. 88) â€Å"Oh, Mary, this is a black art to change your shape. No, I cannot, I cannot stop my mouth; it’s God’s work I do.† (Abigail, Act 3, p.107) Want to get better grades and test scores? We can help. PrepScholar Tutors is the world's best tutoring service. We combine world-class expert tutors with our proprietary teaching techniques. Our students have gotten A's on thousands of classes, perfect 5's on AP tests, and ludicrously high SAT Subject Test scores. Whether you need help with science, math, English, social science, or more, we've got you covered. Get better grades today with PrepScholar Tutors. Fear and Hysteria Quotes The second major theme in The Crucible (and one that teachers often ask about) is fear and hysteria. The fear caused by the thought of supernatural evil in Salem causes the characters in the play to turn a blind eye to logic and instead believe in claims not backed by actual â€Å"hard as rock† proof. Below are some of theCruciblequotes that relate to this theme. â€Å"There is a misty plot afoot so subtle we should be criminal to cling to old respects and ancient friendships. I have seen too many frightful proofs in court - the Devil is alive in Salem, and we dare not quail to follow wherever the accusing finger points!† (Hale, Act 2, p. 68) Hale demonstrates perfectly the mindset of the characters affected by the hysteria and fear. In his case, it’s more hysteria than fear – he doesn’t particularly fear that he may be accused as a witch, but he has been persuaded by the â€Å"frightful proofs† he’s seen and this has blinded him to any other possible reasons that the witchcraft accusations might be being made. â€Å"Why do you never wonder if Parris be innocent, or Abigail? Is the accuser always holy now? Were they born this morning as clean as God’s fingers? I’ll tell you what’s walking Salem - vengeance is walking Salem. We are what we always were in Salem, but now the little crazy children are jangling the keys of the kingdom, and common vengeance writes the law!† (Proctor, Act 2, p. 73) Proctor is the voice of common sense here, as a counterpoint to Hale’s â€Å"don’t question the process† stance. Unlike Hale, Proctor realizes that you can only trust in accusations as much as you can trust the accuser, and Proctor has cause to suspect that at least one of the accusations is being driven by a thirst for vengeance. This quote also fits a little bit under the â€Å"Power/Authority† theme – the witchcraft trials have turned the world upside down, so that those who used to be powerless (â€Å"the little crazy children†) are the ones in power (â€Å"are jangling the keys of the kingdom†). "I never had no wife that be so taken with books, and I thought to find the cause of it, d’y’see, but it were no witch I blamed her for. He is openly weeping. I have broke charity with the woman, I have broke charity with her. He covers his face, ashamed. (Giles, Act 3, p. 79) This quote shows how even Giles Corey, one of the more level-headed characters in The Crucible, got caught up in the hysteria of the witch trials and got his wife accused of being a witch. One could make the argument that Giles didn’t intentionally accuse his wife of witchcraft and that he just wanted to ask the witchcraft expert about his wife’s strange behavior, that’s all. If that was the case, though, this quote shows how even those not taken in by the hysterical claims or fear can still be affected by it. "In an ordinary crime, how does one defend the accused? One calls up witnesses to prove his innocence. But witchcraft is ipso facto, on its face and by its nature, an invisible crime, is it not? Therefore, who may possibly be witness to it? The witch and the victim. None other. Now we cannot hope the witch will accuse herself; granted? Therefore, we must rely upon her victims- and they do testify, the children certainly do testify. As for the witches, none will deny that we are most eager for all their confessions. Therefore, what is left for a lawyer to bring out? I think I have made my point. Have I not?" (Danforth, Act 3, p. 93) In this quote, Danforth shows the terrible effect of the logical extension of belief in witchcraft. Of course, the part he leaves out in his discussion is whether or not the victims are trustworthy – just because â€Å"they do testify† doesn’t mean that they’re testifying truthfully – but this is a blind spot for Danforth. It's possible that Danforth cannot fathom that women or children would lie to him (a judge!) because of societal preconceptions; but his stance is also influenced, at least to some extent, by the fear of witchcraft that pervades Puritan society. 217013/Used under CC BY 2.0/Cropped from original I think I have made my point. Have I not? Here are a couple of other quotes that demonstrate fear/hysteria. Try your hand at explaining how each of them does so. "PROCTOR: I falter nothing, but I may wonder if my story will be credited in such a court. I do wonder on it, when such a steady-minded minister as you will suspicion such a woman that never lied, and cannot, and the world knows she cannot! I may falter somewhat, Mister; I am no fool." (Act 2, p. 65) â€Å"It were only sport in the beginning, sir, but then the whole world cried spirits, spirits† (Mary Warren, Act 3, p. 100) Reputation and Pride Quotes Concern for reputation and pride is a thread that is woven throughout The Crucible, driving the action and motivations of various characters as well as the central conflict surrounding John Proctor (will he confess to adultery to save his wife? Will he confess to witchcraft to save his life?). â€Å"ABIGAIL, in a temper: My name is good in the village! I will not have it said my name is soiled! Goody Proctor is a gossiping liar!† (Act 1, p. 12) Abigail is concerned about her reputation and her â€Å"name;† this is no doubt what motivates her, at least initially, to put the blame for the dancing in the woods on Tituba. If her name is â€Å"soiled,† Abigail could face harsh consequences in the Salem theocracy where women are already low on the totem pole – if it’s discovered that she, an unmarried orphan woman, slept with a married man, she would face huge consequences (although what these consequences would be aren’t specified in the play). "Now Hell and Heaven grapple on our backs, and all our old pretense is ripped away- make your peace!†¦Peace. It is a providence, and no great change; we are only what we always were, but naked now. He walks as though toward a great horror, facing the open sky. Aye, naked! And the wind, God’s icy wind, will blow!" (Proctor, Act 2, p. 76). Here, Proctor is anticipating the loss of his reputation once it comes to light that he has had an affair with Abigail. It’ll mean the loss of his good name, but on the other hand, it’ll be a way for him to atone for his sins – maybe he’ll at last feel â€Å"God’s icy wind† and be able to put this behind him. "I came into this village like a bridegroom to his beloved, bearing gifts of high religion; the very crowns of holy law I brought, and what I touched with my bright confidence, it died; and where I turned the eye of my great faith, blood flowed up. Beware, Goody Proctor- cleave to no faith when faith brings blood. It is mistaken law that leads you to sacrifice. Life, woman, life is God’s most precious gift; no principle, however glorious, may justify the taking of it. I beg you, woman, prevail upon your husband to confess. Let him give his lie. Quail not before God’s judgment in this, for it may well be God damns a liar less than he that throws his life away for pride." (Hale, Act 4, p. 122) Hale is describing how he came in full of pride in himself and abilities, only to have that pride result in the deaths of others. He warns Elizabeth that nothing, not even one’s pride or reputation, is worth throwing one’s life away on. "PROCTOR, with a cry of his whole soul: Because it is my name! Because I cannot have another in my life! Because I lie and sign myself to lies! Because I am not worth the dust on the feet of them that hang! How may I live without my name? I have given you my soul; leave me my name!" (Proctor, Act 4, p. 133). Proctor’s self-worth is entirely tied up in â€Å"his name† and how others perceive him. He manages to make himself confess and signs the confession, but when the court officials try to take the confession away to show to the whole town, that is the sticking point. Proctor cannot bear to have his reputation be smeared with this confession of witchcraft, because if his reputation is damaged then he no longer can think well of himself. On Balance/Used under CC BY 2.0/Cropped from original. Here are few more quotes that show the concern of Salem residents with reputation and the pride they have in their names. As an exercise to deepen your understanding of the book, try to explain how each one demonstrates concern about name, reputation, or pride. â€Å"There be no blush about my name.† (Abigail, Act 1 p. 11) â€Å"A man will not cast away his good name. You surely know that† (Proctor, Act 3, p. 102) "Postponement now speaks a floundering on my part; reprieve or pardon must cast doubt upon the guilt of them that died till now. While I speak God’s law, I will not crack its voice with whimpering. If retaliation is your fear, know this- I should hang ten thousand that dared to rise against the law, and an ocean of salt tears could not melt the resolution of the statute." (Danforth, Act 4, p. 119-120) "He have his goodness now. God forbid I take it from him! (Elizabeth, Act 4, p. 134) Power and Authority Quotes The final major theme is that of the power of society and authority in Puritan Salem. Some of the most importantCrucible quotes relate to these ideas. â€Å"And mark this. Let either of you breathe a word, or the edge of a word, about the other things, and I will come to you in the black of some terrible night and I will bring a pointy reckoning that will shudder you. And you know I can do it; I saw Indians smash my dear parents’ heads on the pillow next to mine, and I have seen some reddish work done at night, and I can make you wish you had never seen the sun go down!† (Abigail Williams, Act 1, p. 19) At the beginning of the play, the power that Abigail holds is relatively minimal. She is able to use threats of physical violence to cow other girls into doing her bidding, but that’s about as far as her influence extends. She would never be able to say what she says in this quote to, for instance, her uncle Parris, and get away with it. â€Å"You are God’s instrument put in our hands to discover the Devil’s agents among us. You are selected, Tituba, you are chosen to help us cleanse our village.† (Hale, Act 1, p. 44) Tituba, the lowest of the low (slave and a woman) has her status temporarily elevated because of the witch trials. Normally, she is the one told what to do and told to obey; now, however, she has the power of life and death over others. "I only hope you’ll not be so sarcastical no more. Four judges and the King’s deputy sat to dinner with us but an hour ago. I - I would have you speak civilly to me, from this out." (Mary Warren, Act 2, p. 57) By the second act, the repercussions of the trials are starting to reverberate out of the courtroom. Mary Warren feels entitled to, asks for, and (to some extent) receives respect because she is now in a greater position of power. And Mary is not the only one to benefit from the added respect accorded to the afflicted girls, as the next quote demonstrates. â€Å"ABIGAIL, in an open threat: Let you beware, Mr. Danforth. Think you to be so mighty that the power of Hell may not turn your wits? Beware of it!† (Act 3, p. 100) By this point in the play, Abigail has gotten powerful enough that she can threaten the Deputy Governor of the entire province without negative consequences. Here’s another quote that shows the flip-flop of power and authority that happens during the witch trials: â€Å"ABIGAIL, stepping up to Danforth: What look do you give me? Danforth cannot speak. I’ll not have such looks! She turns and starts for the door.† (Act 3, p. 103) See if you can answer these questions for yourself about this quote: What are the implications of this quote? How has the power dynamic in the town shifted from the beginning of the play to this point? Want to get better grades and test scores? We can help. PrepScholar Tutors is the world's best tutoring service. We combine world-class expert tutors with our proprietary teaching techniques. Our students have gotten A's on thousands of classes, perfect 5's on AP tests, and ludicrously high SAT Subject Test scores. Whether you need help with science, math, English, social science, or more, we've got you covered. Get better grades today with PrepScholar Tutors. Non-Thematic Quotes This final section is devoted to TheCrucible quotes that don't relate to one of the themes listed above, but still mark an important moment in the play. â€Å"There are wheels within wheels in the village, and fires within fires!† (Mrs. Putnam, Act 1, p. 26) Mrs. Putnam intends her exclamation to refer to the fact that there are witchy plots afoot, but it holds true even outside of that context – things are not what they seem in Salem, and there are complex cause-and-effect chains. A good example of just how multi-layered events inThe Crucible are can be found by breaking down why John Proctor is hanged for witchcraft. Proctor slept with Abigail, which led to her being fired by his wife, which led to her accusing his wife of witchcraft, which led to Proctor being accused of witchcraft and ultimately hanged for it. â€Å"We burn a hot fire here; it melts down all concealment.† (Danforth, Act 3, p. 83) This line is a reference to the name of the play, The Crucible. A crucible is used to melt down metals and separate out the base metals - or in the case of those questioned about witchcraft, it separates out lies and hypocrisy. There's more true to this statement than Danforth knows, however; not only do the trials melt down the fronts people have put up, but they also expose people's core selves. One example of this is when Mary Warren accuses John Proctor of being the Devil's man: when push comes to shove, she is not strong enough to tell the truth (Act 3, p. 110). With John Proctor, on the other hand, we find that his true inner self is strong enough stand up for truth. First, his upstanding reputation is melted away (when he confesses to adultery) and Procto is revealed as a hypocrite; at the end ofThe Crucible, though, a second, stronger core is exposed when Proctor chooses to be hanged as a witch rather than falsely (and publicly) confess to witchcraft. "No, old man, you have not hurt these people if they are of good conscience. But you must understand, sir, that a person is either with this court or he must be counted against it, there be no road between. This is a sharp time, now, a precise time- we live no longer in the dusky afternoon when evil mixed itself with good and befuddled the world. Now, by God’s grace, the shining sun is up, and them that fear not light will surely praise it. I hope you will be one of those." (Danforth, Act 3, p. 87) Danforth’s belief in black-and-white morality exacerbates the situation in Salem. After all, if you can’t be proven to NOT be a witch, then the only other option is that you must be one PROCTOR, laughs insanely, then: A fire, a fire is burning! I hear the boot of Lucifer, I see his filthy face! And it is my face, and yours, Danforth! For them that quail to bring men out of ignorance, as I have quailed, and as you quail now when you know in all your black hearts that this be fraud- God damns our kind especially, and we will burn, we will burn together! (Proctor, Act 3, p. 111) Proctor explicitly states the subtext of the play – the real devil ofThe Crucible is not Satan, but instead is people who don’t step up to tell the truth (like Proctor) or who refuse to see the truth (like Danforth). Lie/Used under CC BY 2.0/Cropped from original. What’s Next? Interested in getting even deeper into the themes of The Crucible? Our blog has complete analyses and discussion of all The Crucible themes as well as of McCarthyism in The Crucible . Need some context to make these quotations make sense? Try our summaries of all four acts of The Crucible, as well as our comprehensive plot summary. Want to find out more about the characters who say these things? Read our overview of the characters in The Crucible here. Curious about more recent (20th-century) occult activity in the U.S.? We profile Aleister Crowley and analyze some of his key quotes in this article. Want to improve your SAT score by 160 points or your ACT score by 4 points?We've written a guide for each test about the top 5 strategies you must be using to have a shot at improving your score. Download it for free now: