Friday, December 27, 2019
Definition and Examples of Pejorative Language
The term pejorative language refers to words and phrases that hurt, insult, or disparage someone or something. Also called a derogatory term or a term of abuse. The label pejorative (or derogatory) is sometimes used in dictionaries and glossaries to identify expressions that offend or belittle a subject. Nonetheless, a word thats regarded as pejorative in one context may have a non-pejorative function or effect in a different context. Examples and Observations of Pejorative Language It is often ... the case that pejorative terms are stronger when applied to women: bitch is seldom a compliment, whereas bastard (especially old bastard) can under some circumstances be intended as a term of respect or affection. Of similar positive status when masculine is dog (as in you old dog!, admiring a rouà ©); when feminine in reference in AmE it means an ugly woman. Witch is almost always pejorative, whereas wizard is often a compliment.(Tom McArthur, Concise Oxford Companion to the English Language. Oxford University Press, 2005)[T]here is a tendency to select our pejorative epithets with a view not to their accuracy but to their power of hurting...The best protection against this is to remind ourselves again and again what the proper function of pejorative words is. The ultimate, simplest and most abstract, is bad itself. The only good purpose for ever departing from that monosyllable when we condemn anything is to be more specific, to answer the question Bad in what way? Pejorative words are rightly used only when they do this. Swine, as a term of abuse, is now a bad pejorative word, because it brings no one accusation rather than another against the person it vilifies; coward and liar are good ones because they charge a man with a particular fault--of which he might be proved guilty or innocent. (C. S. Lewis, Studies in Words. Cambridge University Press, 1960) Pejorative Language As a Persuasive Strategy One important feature of a narratio is that of characterization of the major players. The use of pejorative language was in order to dispose the audience in a particular direction toward ones own viewpoint and against that of others. Hence we hear [in the epistles of St. Paul] about false brothers secretly brought in who spy things out, or about those reputed to be pillars, or about Peters and Barnabas hypocrisy. This use of pejorative and emotional language is not accidental. It is meant to raise animus against the opposing viewpoint and sympathy for the speakers case. (Ben Witherington, III, Grace in Galatia: A Commentary on Pauls Letter to the Galatians. TT Clark Ltd., 1998) Euphemisms and Lexical Change There are cases of euphemisms leading to lexical change in the past. For instance, imbecile originally meant weak and idiot meant non-expert, layperson. When these words had their meanings extended to soften the blow of saying that someone had very limited intellectual powers, the original meanings were obscured and eventually got lost. Unfortunately, when we use euphemisms, the unpleasant associations eventually catch up with the new word. Then it is time to find another one. (Surely, a more effective solution to the problem of reducing the hurt caused by using pejorative language is to change the attitudes of people who consciously or unconsciously use such language. Not an easy task.)(Francis Katamba, English Words: Structure, History, Usage, 2nd ed. Routledge, 2005) Rhetoric As a Pejorative Term The art of rhetoric was held in high regard from ancient Greece until late in the 19th century, occupying a prominent position in the paideia, which signified both education and culture. . . .Towards the end of the 19th century, rhetoric fell into disrepute and was no longer taught in the various educational institutions. The word rhetoric received a pejorative meaning, suggesting the use of underhanded tricks, fraud, and deceit, or the stringing together of hollow words, hackneyed expressions and mere platitudes. To be rhetorical was to be bombastic.(Samuel Ijsseling, Rhetoric and Philosophy in Conflict: An Historical Survey, 1975. Trans. from the Dutch by Paul Dunphy. Martinus Nijhoff, 1976)Rhetoric is not a term to embrace lightly; it is too pockmarked by a century in which it has been deemed to be associated merely with sophistication (in the less positive sense of that word), cant and emptiness. It has seemed to suggest a state in which language floats free of its context and th us becomes deracinated, superfluous--perhaps inflated--and ultimately meaningless. This palsied view of rhetoric is not new, however. The earliest recorded pejorative reference to rhetoric in English, according to the OED, dates from the mid-sixteenth century. Plato was fiercely critical of it. It seems that the epithetic phrase sweet rhetoric has been particularly far from peoples mouths in the last hundred years or so.(Richard Andrews, Introduction. Rebirth of Rhetoric: Essays in Language, Culture and Education. Routledge, 1992)
Thursday, December 19, 2019
The Epidemic Of Childhood Obesity - 3013 Words
The epidemic of childhood obesity Childhood obesity is an important issue because of this diseases impact over the past few years. With the changing of lifestyles, the production of children who are not as healthy as they should be has increased. Due to these results, a widespread of children being obese has occurred. The Center for Disease Control, CDC, distinguishes between being overweight and being obese. Overweight simply means that the weight is high compared to others in the same height category. According to the CDC, obesity means â€Å"an excessively high amount of body fat . . . in relation to lean body mass†(CDC). There are so many factors of childhood obesity. Some might say it’s the parent and some might say that it’s from advertisements. Childhood obesity can be a combination of factors scientific, genetic, cultural, or even environmental. The debate over childhood obesity and its factors has been going on for decades. The CDC estimated that around one out of three children are obese and the numbers are on the rise. Obesity affects around seventeen percent of children in the United States. There are many other factors that can cause children to be obese like no exercise, eating junk food, being lazy, also the child’s surrounding can affect them. Some people may argue that the lifestyle changes are bigger contributions to the rising number of childhood obesity. There are many serious diseases that can a result from being obese. Although advertisements targetedShow MoreRelatedObesity : Childhood Obesity Epidemic1418 Words  | 6 Pageshis article â€Å"There is no Childhood Obesity Epidemic†discussed the there is a â€Å"stunning†drop in childhood obesity rate. He claims that obesity rates among two to five year olds have plunged over the past decade, and that the so called â€Å"obesity epidemic†had ended. I strongly disagree with Campos view that there is no childhood obesity epidemic, this is due to the researches that was done by the Centers for Disease Control and Prevention which shows that childhood obesity has more than doubled inRead MoreThe Epidemic Of Childhood Obesity1216 Words  | 5 Pagesintervening in order to combat the epidemic of childhood obesity claim that, â€Å"parents who strive to keep their kids healthy may not have all the tools they need to do so†(â€Å"Childhood Obesity.†Issues Controversies). Therefore supporters agree that the gove rnment â€Å"should step in and enable parents to do the best job they can†(â€Å"Childhood Obesity.†Issues Controversies). Joe Thompson, â€Å"director of the Rober Wood Foundation Center to prevent Childhood Obesity†claims that not all parents are ableRead MoreChildhood Obesity : An Epidemic876 Words  | 4 PagesChildhood Obesity Childhood obesity is more than a major issue in the United States: it is an epidemic. The number of overweight and obese children in America has increased at an alarming rate over the past years. According to the Centers for Disease Control and Prevention, childhood obesity has more than doubled in children and tripled in adolescents in the past 30 years [1]. American Heart Association stated, â€Å"Today one in three American kids and teens are overweight or obese; nearly triple theRead MoreChildhood Obesity : An Epidemic834 Words  | 4 PagesIn the United States, childhood obesity is an epidemic and in the past 30 years, childhood obesity have had nearly tripled. There are 31 % of American children and adolescents are either overweight or obese. And according to the numbers, more than 23 million of American children are either overweight or obese and more than 12 million are obese (National Conference of State Legislatures, 2013). The complications of obesity in the childhood period are broad, those include but limited to: hypertensionRead MoreChildhood Obesity : An Epidemic1036 Words  | 5 PagesRainsu Kumbhani All About Childhood Obesity Childhood obesity is an epidemic in U.S. In the year of 2012, about â€Å"one third of children and adolescents were overweight or obese.†Also, percentages of childhood obesity have increased by over ten percent in the last thirty years in children and adolescents (Childhood Obesity Facts 2015). These statistics are shocking, and many people are concerned for the health of their children. This medical condition, as defined by Mayo Clinic, leads to seriousRead MoreThe Epidemic Of Childhood Obesity Essay1053 Words  | 5 PagesThe Epidemic of Childhood Obesity Childhood obesity continues to increase substantially each generation, especially here in the United States. Today, children have become more lazy while eating unhealthy and in excess. This trend ultimately results in increased healthcare problems throughout their life. Childhood obesity has increased because children eat in excess, they are allowed to eat food which is unhealthy, they lack the exercise needed to maintain a healthy weight, and are permittedRead MoreThe Epidemic of Childhood Obesity2154 Words  | 9 PagesIntroduction Childhood obesity is an epidemic that goes on throughout the United States. Studies have shown how obesity in children may start, and how it affects each and every child in America. Childhood obesity has been getting attention in the media from famous celebrities all the way to the First Lady of the United States. There are many things that cause childhood obesity and very few ways to stop it. However, there are people out there who are trying to help by getting children active, eatingRead MoreChildhood Obesity : An Epidemic Essay1641 Words  | 7 PagesChildhood obesity is an epidemic in America. Many experts like doctors and dietitians have narrowed the epidemic to a few causes some being lack of exercise, genetics, and food insecurity. Exercise and genetics could lead to obesity in the way that you need exercise to burn fat and some people are genetically more inclined to store more fat. Obesity is having excessive amount of fat that could lead to other health problem which is scary to think that childhood obesity is something that is on theRead MoreChildhood Obesity : An Epidemic Essay1954 Words  | 8 PagesChildhood obesity is not merely an issue in the United States- it is an epidemic. The number of overweight and obese children in America has increased at an alarming rate over the past years, and there is no chance of it slowing down unless action is taken. Obesity puts children at a high risk of developing many serious illnesses. Not only do children who are obese have unhealthy weights, but they also have a high risk of having weak lungs, poor blood quality, and a variety of other sicknesses. ParentsRead MoreChildhood Obesity Is An Epidemic878 Words  | 4 PagesChildhood obesity is an epidemic that has been spreading around the United States like a wild fire in a dry field, increasing more and more without much resistance to stop it from spreading. The SPARK PE program was created in 1989, and aims to be that resistance against childhood ob esity, with carefully planned programs in hopes of showing the youths of America that exercise and proper nutrition can lead to a successful, healthy life (SPARK). SPARK aims at achieving this goal by carefully planning
Wednesday, December 11, 2019
The Woman Warrior by Maxine Hong Kingston Essay Example For Students
The Woman Warrior by Maxine Hong Kingston Essay In The Woman Warrior, by Maxine Hong Kingston, captures readers with her own interpretation of what it was like to grow up as a female Chinese American. As a little girl, she came to America with her family. She shows us how difficult it was to fit into two different societies. In the Chinese society the woman were taught to be silent. â€Å"The other Chinese girls did not talk either, so I knew the silence had to do with being a Chines girl†(Kinston, 166). However, In America, Freedom of Speech is one or our rights. Speaking up is taught in the American society. I read aloud in first grade though, and heard the whisper with little squeaks come out of my throat. â€Å"Louder†, said the teacher, who scared the voice away again†(Kinston, 166). Maxine explains to us how she feared silence and how she struggles to come to speech so she won’t end up like her two aunts. When Maxine was little, her mother, Brave Orchid, had Silence In The Woman Warrior, by Maxine Hong Kingston, captures readers with her own interpretation of what it was like to grow up as a female Chinese American. As a little girl, she came to America with her family. She shows us how difficult it was to fit into two different societies. In the Chinese society the woman were taught to be silent. â€Å"The other Chinese girls did not talk either, so I knew the silence had to do with being a Chines girl†(Kinston, 166). However, In America, Freedom of Speech is one or our rights. Speaking up is taught in the American society. â€Å"I read aloud in first grade though, and heard the whisper with little squeaks come out of my throat. â€Å"Louder†, said the teacher, who scared the voice away again†(Kinston, 166). Maxine explains to us how she feared silence and how she struggles to come to speech so she won’t end up like her two aunts. When Maxine was little, her mother, Brave Orchid, had told her that she had to cut her tongue so she won’t be tongue-tied. Her tongue would be able to move and speak any language. â€Å"Maybe that’s why my mother cut my tongue, she pushed my tongue up and sliced the frenum†(Kingston, 163). However, her mother had lied to her because she did not want Maxine to talk a lot. â€Å"But isn’t a ready tongue an evil? †(Kingston, 164). Brave Orchid wanted Maxine to be silent, not talkative in a ghost country. Brave Orchid did not want her daughter to forget the Chinese culture and be customized to the American culture. Maxine didn’t talk much in Kindergarten and had hard time speaking English. â€Å"During the first silent year I spoke to no one at school, did not ask before going to lavatory, and flunked Kindergarten†(Kinston, 165). Maxine did not know that she had to talk and preferred to be silent even in school. â€Å"It was when I found out I had to talk that school became a misery, that the silence became a misery. I did not speak and felt bad each time I did not speak†(Kinston, 166). When she did find out that she had to talk, she started hating silence and tried to battle with her lack of ability to speak. She felt being able to speak and still not speaking was like being handicap. Although Maxine did start getting some voice in class, she hated one Chinese girl who would not speak up even in Chinese school. â€Å"She was a year older than I and was in my class for twelve years. During all those years she read aloud but would not talk†(Kingston, 172). The little Chinese girl could read out loud but didn’t have the voice to speak out loud. The little Chinese girl, preferred to be silent, unless it was one of her duty’s to talk. She only talked in class, when it was recommended for her to talk, but not outside of her class. .u3ac5d0b409db3a45ada8785e7eff3a8e , .u3ac5d0b409db3a45ada8785e7eff3a8e .postImageUrl , .u3ac5d0b409db3a45ada8785e7eff3a8e .centered-text-area { min-height: 80px; position: relative; } .u3ac5d0b409db3a45ada8785e7eff3a8e , .u3ac5d0b409db3a45ada8785e7eff3a8e:hover , .u3ac5d0b409db3a45ada8785e7eff3a8e:visited , .u3ac5d0b409db3a45ada8785e7eff3a8e:active { border:0!important; } .u3ac5d0b409db3a45ada8785e7eff3a8e .clearfix:after { content: ""; display: table; clear: both; } .u3ac5d0b409db3a45ada8785e7eff3a8e { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u3ac5d0b409db3a45ada8785e7eff3a8e:active , .u3ac5d0b409db3a45ada8785e7eff3a8e:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u3ac5d0b409db3a45ada8785e7eff3a8e .centered-text-area { width: 100%; position: relative ; } .u3ac5d0b409db3a45ada8785e7eff3a8e .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u3ac5d0b409db3a45ada8785e7eff3a8e .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u3ac5d0b409db3a45ada8785e7eff3a8e .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u3ac5d0b409db3a45ada8785e7eff3a8e:hover .ctaButton { background-color: #34495E!important; } .u3ac5d0b409db3a45ada8785e7eff3a8e .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u3ac5d0b409db3a45ada8785e7eff3a8e .u3ac5d0b409db3a45ada8785e7eff3a8e-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u3ac5d0b409db3a45ada8785e7eff3a8e:after { content: ""; display: block; clear: both; } READ: Of Suitors EssayMaxine hated the little Chinese girl because she disliked silence. She wanted her to talk because being silent reminded her of her two aunts. One of her aunt, who bears a child and is harried by the villagers and by her family in to drowning herself. Even before she died, she never said who the father of the child was and kept silent. Her other aunt, Moon Orchid, who came to America and went insane. She denied speaking up for her marital rights and kept silent. She didn’t fight back for her marriage and went insane. She didn’t feel strong enough to face up to her husband and ask him, why he left her and married some one else.
Tuesday, December 3, 2019
Myth Of A Classless Essays - Anthropology, Social Class, Socialism
Myth Of A Classless The myth of a classless American society coupled with social stratification impedes race relations in the U.S. far more than any racial differences. The never ending struggle of the have-nots to become one of the haves produces a frustration and feeling of oppression that acts as a catalyst for spawning racial tensions. Minorities see the majority of wealth in the hands of the white population and feel that the wealth is unevenly distributed. Whites hear of government programs for minorities and feel as if they are lazy or just looking for a handout. This occurs and stereotypes are formed. Combine all of this with the United States system of dual welfareand the perfect environment for racial strife is created. In our classlesssociety of false hope the working class and poor are continually seeking opportunities to excel that just aren't there. They have been led to believe that intelligence and ambition are key contributors to one's success. This belief lays blame on the unsuccessful themselves, even if they do possess ambition and intelligence. These people are in a never ending cycle of struggle, followed by minimal rewards, which eventually produces a frustration that sometimes leads to desperate measures. The Summer Stragedy, The Filling Station, Southeast Arkanasia, The Southern Road and Mending Wall are the stories and poems that depict the life of a different classes people in a society. One way you can read Mending Wall by Robert Frost is that it is about a man who rebuilds the wall seperating his property from his neighbours. This man, this person created by Gray doesn't seem to believe there is a use for the wall as he [the neighbour] is all pine and I [the persona] am apple orchard, but his neighbour believes that good fences make good neighbours. The persona tries to change his neighbour's opinion by trying to put a notion in his head? but his neighbour seems to just ignore him. So the person gets annoyed and thinks of him as an old-stone savage. This is a very simple situation which we can all relate to. But, if we read deeper into the poem we may find the meanings that Robert Frost wanted us to see. Firstly, as we know that this persona is against the building of walls where not necessary we find that it is this persona that initiates the re-building of the wall. I let my neighbour know beyond the hill. This gives the reader something to think about. It puts questions in the reader's mind as to why he would initiate this if he doesn't think it's necessary. One reason may be that this persona enjoys the company of his neighbour - but he gets frustrated with him. Maybe this person is a lonely person and any company is good company. They meet to walk the line. Maybe through mending the wall between them they are mending their friendship. These are all viable options and as we read further into the poem we may understand to a greater extent why he does this. When the two start building the wall the reader may notice that words such as we and our are used giving the feeling of cooperation and companionship. The persona once calls this task an outdoor game which connotes feelings of enjoyment, cooperation, competition. The fact that they walk the line one on a side gives a visual image in the readers mind and may remind them of a tennis game. I must emphasize that what is being told in the poem is from the personals point of view, not directly Frost's, so the reader must beware and realise that it is possible that the persona is wrong in some of his comments. There where it is we do not need the wall. This comment being straight to the point makes the reader feel as if the persona is denying the fact that it is the wall that brings the two men together to cooperate with one another and to converse with one another (to a certain extent). The line directly after this comment segregates the two from one another by contrasting the type of people they are with each other. He is all pine and I am all apple orchard. the fact that this statement comes directly after the comment on the uselessness of the wall suggests that it is these kind of attitudes that puts a barrier between people thus segregating them
Wednesday, November 27, 2019
V for Vendetta free essay sample
Guy Fawkes stood for rebellion, revolution by believing in his religion and going to extremes (e. g. blowing up parliament) on November the 5th. V by wearing the mask shows that he is fighting for what Guy Fawkes stood for revolution and rebellion. V’s motives and actions are expressed throughout the entire film through the three main techniques, dialogue, symbolism and music. Firstly, characters express themselves and their thoughts through the technique dialogue. The main character uses dialogue as a way to communicate whilst holding the mystery of his facial expressions behind the mask. â€Å"Die! Die! Why won’t you die? Why won’t you die†These were the last words Creedy said before he died. The director uses dialogue for the audience to uncover V’s motives through the words said and the words unsaid. When V has been shot by Creedy and his bodyguards Creedy utters to V â€Å"Die! Die! Why won’t you die? Why won’t you die†to which V replies â€Å"Behind this mask there is more than just flesh. We will write a custom essay sample on V for Vendetta or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Beneath this mask there is an idea and ideas are bulletproof. † This shows that it’s not Guy Fawkes himself that V wishes to be, but what Fawkes represents and believed in rebellion by overthrowing what he believed was the corrupt. By taking away the context of Fawkes and his mask what you have is revolution at its most pure form rebellion against government. V publicly broadcasts his views in such a way that the people of London had no choice but to rethink their situation with the government without the dictations placed upon them by the government. Symbolism is also used to show that V has a strong impression in the film. Throughout the whole film symbolism is illustrated in many ways, for example at the end of the film when the people of London remove their Guy Fawkes masks revealing the faces of some of the characters that died throughout the film. This example shows us that even though the characters were killed through the course of the film because they believed in V, they had someone to look up to and their belief lived on. This helped me understand that V lives as a spokesperson, symbolizing and preaching his beliefs and plans to make London a better place for everyone to live In conclusion it is evident V has made a strong impression in the film through the use of, dialogue, symbolism and music. Dialogue was an important technique because it allowed V to communicate the only way he could without revealing his facial expressions. Symbolism allowed V to publicly broadcast his views giving hope for the people of London during their difficulties with the corrupt government
Saturday, November 23, 2019
Free Essays on G.W. Bush Budget Opinion Piece
PRESIDENT GEORGE W. BUSH’S FY 2006 BUDGET PROPOSAL As one who is deeply interested in politics and its study, and who is engaged to a degree in its happenings, several observations have been noted by my person. It began with smaller details juxtaposed with overall outlooks. I began to notice, the more I attended my public high school, that it needed significant improvement in terms of its programs and methods of teaching and examination. After a semester in England, I compared it to my experience at my university back home, and so great discrepancies in quality of education and in terms of political activism. My home campus is a politically dead one, with students worried about a job market as opposed to world affairs. I began to notice that this was true in many other universities, as explained to me by my friends. My list of observations could go on, including but not limited to the poor quality of presidents relative to foreign prime ministers and former presidents, the lagging of American innovation behind that of the Europ ean Union, and a growing bureaucracy that makes the government America’s biggest employer. Which segues perfectly into President Bush’s budget: it presented a bigger government under a supposed â€Å"fiscal conservative.†The government has grown under this president, and he doesn’t deny that the government is in the business of being â€Å"compassionate.†But once again, education is under-funded. And this of course doesn’t make the administration that different than others. On numerous occasions, both parties have failed to address the serious problems in our education systems and opportunities they offer in a competitive global market. Perhaps the only positive thing that has occurred is the No Child Left Behind Act which was a Clinton brain-child. It passed under Bush, and isn’t positive to me in that it’s a great program, only that it’s an experiment with an ailing educational s... Free Essays on G.W. Bush Budget Opinion Piece Free Essays on G.W. Bush Budget Opinion Piece PRESIDENT GEORGE W. BUSH’S FY 2006 BUDGET PROPOSAL As one who is deeply interested in politics and its study, and who is engaged to a degree in its happenings, several observations have been noted by my person. It began with smaller details juxtaposed with overall outlooks. I began to notice, the more I attended my public high school, that it needed significant improvement in terms of its programs and methods of teaching and examination. After a semester in England, I compared it to my experience at my university back home, and so great discrepancies in quality of education and in terms of political activism. My home campus is a politically dead one, with students worried about a job market as opposed to world affairs. I began to notice that this was true in many other universities, as explained to me by my friends. My list of observations could go on, including but not limited to the poor quality of presidents relative to foreign prime ministers and former presidents, the lagging of American innovation behind that of the Europ ean Union, and a growing bureaucracy that makes the government America’s biggest employer. Which segues perfectly into President Bush’s budget: it presented a bigger government under a supposed â€Å"fiscal conservative.†The government has grown under this president, and he doesn’t deny that the government is in the business of being â€Å"compassionate.†But once again, education is under-funded. And this of course doesn’t make the administration that different than others. On numerous occasions, both parties have failed to address the serious problems in our education systems and opportunities they offer in a competitive global market. Perhaps the only positive thing that has occurred is the No Child Left Behind Act which was a Clinton brain-child. It passed under Bush, and isn’t positive to me in that it’s a great program, only that it’s an experiment with an ailing educational s...
Thursday, November 21, 2019
Wal-Mart Marketing Case Study Example | Topics and Well Written Essays - 1500 words
Wal-Mart Marketing - Case Study Example By this time Wal-Mart became famous as discount store and people did not have the notion that it can target specific groups. In order to counter this image Wal-Mart decided to open new stores targeting new markets in a different way. Their strategy to target six main group of African-Americans, the affluent, empty-nesters, Hispanics, suburbanites and rural residents made headlines as their attempt to change their image. As apart of this strategy new shops were opened in localities like Chicago. The change in Wal-Mart's strategy came to fore front when they tried to target the affluent demographics in America. They opened their store in Plano, Texas in the locality where there were more upscale stores targeting this particular segment. They tried to change the outlook of their stores and the assortment of items on sale accordingly. Items like microbrew beer, expensive wines, and high-end electronics that were not typically found in a Wal-Mart store was placed in this outlet designed in a different way with wooden floors, wider aisles, a sushi bar & a coffee/sandwich shop. Affluents are better educated and less affected by adverse economic conditions and prefer stores that introducing new merchandise to keep customers coming back. Wal-Mart knew that they were not doing enough business with the more affluent customers. It is not easy to gain social acceptance by the Wal-Mart where others have spent years and years of brand building efforts. The success for Wa-Mart in this par ticular demographic is not coming so easily as it is hard move from low-end to high-end. Targeting African Americans: Black or African Americans have their own peculiarities and tastes and require special attention as they are a sizable group among Americans. When Wal-Mart opens an outlet in areas where they are densely populated they have to focus their efforts on the needs and wants of this population. The shop that opened in Chicago is the link in this regard. The shop has exclusive offerings for the men and women belonging to this community. "When Wal-Mart Stores Inc. recently opened a new store here with a heavily African-American clientele, it stocked the men's apparel section with an exclusive line of clothes featuring baggy jeans and trendy sports jackets, made the department 30% larger than at typical stores and moved it to the front corner" (Zimmerman A1). Their strategy in targeting this particular segment is better than the other segments it is targeting. They have made available items of exclusive interest and have also given some focus on image building and community participation. For example, Wal-Mart has been celebrating Black History Month to relate to its African American market by hosting host a series of in-store events and activities. These kinds of efforts help making inroads in news segments of the market without which gelling in is not possible and giants like Wal-Mart will also face difficulties in surviving. Hispanics Hispanics or Latinos as they are commonly called are one of the fastest growing ethnic groups in the United States of America. "Roughly one in seven Americans is Hispanic. Hispanics constitute the largest minority group in the United States. As of July 1, 2004, Hispanics accounted for 14.1 % of the population, around 41.3 million people" ('Hispanic', Demographics section). Even though this group has assimilated in the mainstream, yet they have their peculiar culture, different
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