Buy Essay Online: Dishonest Odysseus of Homers Odyssey -- Odyssey ess

The Dishonest Odysseus of Odyssey   Ã‚   Once he returns to Ithaca, Odysseus displays dishonest behavior and does not once tell a person who he actually is when first meeting him. Odysseus hides his identity at first, whether by actively lying or passively not correcting their erroneous beliefs.   He tells Pallas Athena, first, that he is from Crete, had killed a man there, and had gotten a ride with some Phoenicians to Ithaca. He tells Eumaios that he grew up in Crete, went to Troy for the Trojan War, returned to Crete afterward and traveled to raid Egypt, where he was captured by Egyptians. Odysseus (as the beggar) says that he grew wealthy in Egypt, but was taken in by a man who meant to sell him as a slave. He tells that he escaped, and found refuge in Thesprotia. Then on his way back home to Crete, people tried to make him a slave again, he escaped again (although in a different fashion), and he ended up in Ithaca. Except for the fact that it’s the story of a hard life, this bears absolutely no relation to the actual story of Odysseus. He tells everyone (or lets them believe) nearly the same tale to everyone else that he meets in Ithaca before he kills the suitors. There are a few noticeable differences that we will get to, but one must be consistent in one’ s lies, after all, in enemy-held territory. After killing the suitors, he tells Laertes a completely different lie, mostly centering around him (Odysseus as the stranger) having seen Odysseus alive after the Trojan War. Odysseus lies to his enemies for obvious reasons; he doesn’t want them to know that Odysseus has returned. He starts off lying to his allies and friends for similar reasons. The only people who he can allow to know his identity are those he has te... ...and has to fight down his emotions, so we can relate to him. Ultimately, though, he keeps his self-control and wins out in the end, making him a true hero and a fine character. Works Cited and Consulted Bloom, Harold ,   Homer's Odyssey: Edited and with an Introduction, NY, Chelsea House 1988 Crane, Gregory , Calypso: Backgrounds and Conventions of the Odyssey,   Frankfurt, Athenaeum 1988 Heubeck, Alfred, J.B. Hainsworth, et al. A commentary on Homer's Odyssey. 3 Vols. Oxford PA4167 .H4813 1988 Homer. The Odyssey. Trans. Robert Fitzgerald. New York: Vintage Books, 1989. Rengakos, Antonios. Homertext und die Hellenistichen Dichter. Hermes. Einzelschriften, Heft 64. Stuttgart, F. Steiner, 1993. Tracy, Stephen V. ,The Story of the Odyssey Princeton UP 1990   Van der Valk, Marchinus. Textual Criticism of the Odyssey. Leiden: A.W. Sijthoff, 1949.

National Fabricators

Key Events/Case Synopsis National Fabricators Inc. is a company that specializes in the manufacturing of lockers, school furniture, toilet partitions, steel shelving, and is now currently owned by Tom Kruger after buying out $75,000 of shares from shareholders in 1992. The industry is very competitive as costs are rising and prices being cut while the economy declines at the same time. As the president of National Fabricators, Tom Kruger needs to bring the company back on its feet in order to generate profits and reduce its losses of $480,315 and outstanding bank loans of $784,000.Tom Kruger also predicts that sales would fall as much as 10% during the 1994 fiscal year due to government cutbacks on medical and educational spending as well as a sluggish level of consumer confidence. Tom Kruger is now faced with trying to get a 60 day extension for his temporary line of credit in order to get the company to start making profits again. Problem Statement and Objectives To save the compan y, Tom Kruger needs to get an extension of 60 days on his temporary line of credit so that he can keep losses to a minimum and start generating more profits.At the same time, the economy is declining, competitors are setting low prices, and the government is cutting back on educational spending. Tom Kruger realizes that his plant is not being utilized at full capacity and most of the operations were being primarily financed on bank credit due to insufficient cash at hand. To address these problems, Tom Kruger is now planning on developing a new plant layout for efficiency as well as requesting a line of credit extension in order to finance debt. Situation Analysis PortersAs we can see from the case, the metal industry is not an attractive industry because of high competition with low bids, unstable economy, high bargaining power of buyers, and high start up costs. Since the buyers have very little suppliers to choose from to do business with, it can be concluded that suppliers have bargaining power in this industry. Buyers on the other hand only have power when they are specialized at what they do and offer a very low price. Substitution is quite limited due to different specifications offered by the major companies.Barriers to entry on the other hand are very high due to the huge amount of capital needed to get a foot in to the industry. All in all competition is very high in this industry and one must bid aggressively in order to gain a contract. However, this is hard when everyone is giving their lowest bid. SWOT Analysis Overall, for National Fabricators the weaknesses outweigh the strengths for due to its failure towards managing both finance and operations for approximately 10 years.The threats also outweigh the opportunities mostly due the intense competition whcih provides a negative trend towards profits for National Fabricators within the industry. Strengths: †¢ The company has kept all of their old employees at the management level and this wil l allow them to keep stability while the company is under new ownership. †¢ With a strong sales team being compenstated on a commission basis, this will isnpire each employ to work harder to make and close sales; which in the long run will increase company profits. National Fabricator has contracts from purchaser who are very unlikely to default on their payables, because majority of them come from the government. †¢ Mr. Kruger, is well experienced for this position mostly due to his education and qualifications Weaknesses: †¢ The company lacks in a sufficient inventory management and cost management system, which impacts profits. †¢ With a deficiency of cash flow it forced the company to purchase materials from more costly warehouses other than Steelmills which is cheaper, which inreturn had increased manufacturing cost. Inproper scheduling and status reporting for work in progress caused a major ineffectiveness on plant capacity use, which had openly increased operating cost and reduced net profits. Opportunities: †¢ Buying from the Steelmills will result in an increase of operating profit while costs are being decreased. †¢ The company has the opportunity to grow in various markets and aquire new customers such as malls, hotels, offices, and motels not only in Canada but as well as the United States. Threats: †¢ Tremendous price and wage competition in a recurring industry will lead to additional losses in profits. The highest risk for National Fabricators is the three companies which are dominating the industry that have the investment ability to control industry standards and requirements, which could lead to a decrease in profits. †¢ Due to the long term contracts from the government it is impacting the company’s cash flow in a negative trend. Historical Financial Analysis †¢ Sales fluctuate due to the frequently cyclic nature of the industry but they aim to remain above 3 million annually. †¢ In 1 993 cost of goods sold being 90% of sales and 9. 6% gross profit of sales.Company’s lack of ability to manage inventory and lack of cash forced them to order from more expensive (12-15%more) warehouse than steel mills. †¢ Net profit margin has been negative and no major patterns over the 9 year period on net profit since the trend of the industry is based mostly on economic factors, and whether or not they secure contracts. Due to high percentage of COGS they are only left with a net profit of $980 or 0. 024% of sales in 1993. As a result, if the company lower the material cost, the profit margin will improve drastically. †¢ In 1984 current ratio went from 2. 07 to 1. 2 in 1993 which still is at an acceptable level, mainly due to the fact that operations were losing money in the past few years and there was a large cash drain on the company which resulted in the lowering of the current ratio. †¢ Operations were being financed by National Fabricators bank credit which resulted in outstanding bank loans of $784,000; this could cause serious problems on their credit rating from the local bank due to the worse intereage coverage ratio. †¢ Their average age of receivables in days is 78. 79 which had been steady around that number except in 1993 with 101 days mainly due to the holdback on large accounts.Since it is taking longer for them to convert accounts receivable into cash, the liquidity ability for the company is getting worse. | |1993 |1992 |1991 |1990 | |Liquidity | | | | | |Current Ratio |1. 12 |1. 34 |1. 32 |1. 58 | |Quick Ratio |0. 70 |0. 4 |0. 81 |0. 81 | |Profitability | | | | | |%Sales Growth |25. 7% |(17. 6%) |14. 4% | | |Gross Margin |9. 6% |10. 7% |7. 0% |7. 0% | |Net Margin |0. 02% |(1. 8%) |(5. 6%) |(6. %) | |Expenses/Sales |10. 0% |13. 3% |12. 8% |14. 1% | |ROE |0. 2% |(11. 4%) |(37. 8%) |(26. 3%) | |ROA |0. 04% |(4. 1%) |(12. 8%) |(11. 9%) | | | | | | | |Debt/Assets |75. % |64. 2% |66. 1% |54. 7% | |Debt/Equity |310. 4 % |179. 4% |195. 0% |121. 2% | Recommendation and Analysis We have chosen to recommend alternative #1, which will focus on improving their profits because they will be reducing the cost of materials from purchasing directly from Steel Mills rather than buying from the warehouses. By doing so this will help them convince Confederation Bank.Purchasing from producers rather than the warehouses will significantly save us an approximate 12-15%. This can help drastically with their profits being made. Another way to improve profit is by increasing profit margins and to do so they need to cut the cost of materials, which will be approximately 68%. By having cut material cost by 13. 5% National Fabricators will have $314,600, which is the amount they saved from the materials and it would increase their gross profits by that amount. Having laid out this plan everything looks very convincing but there are a couple set backs, which need to be worked out.Delivery is three months once purchased from the producers directly rather than one-day delivery from the warehouses, this may cause problems for daily operations. National Fabricators now has to pay off their suppliers in 30 days payments. It used to be 60-90 days but the change requires the need for more cash on hand. Nationals Fabricators will require the financial support of Confederation Bank in order to solve these set backs that will take place if they don't receive the help financial help they require. Being able to execute this plan we believe that National Fabricators would be able to convince the bank to extend the loan.This will benefit the company because not doing so will increase the financial problems. The reason being we didn't choose alternative 2 was because it was just too risky and way too costly especially with the risk at hand. Yes it was to better their sales but factor in that their attempts to migrate in the U. S. market also have the risk of not being successful. Also the number of other compani es already settled their will give a great competitive market and putting all this together would just show that there is much more risk at hand than reward. Exhibits and Analysis: Attached on next page

Willima Shakespeares, A Midsummer Night’s Dream...

The course of love never did run smooth (Shakespeare I.i.134). William Shakespeare’s captivating, profound play illustrates the complications of four Athenians’ love lives. Two lovers yearn to run away together to get married, but trouble sets in and their lives become more complex when magical fairies and a love potion get involved. The four Athenians have to battle their way through love’s complications. The perplexing â€Å"love square,† mythical interference, and the endeavor to find equanimity are the three obstacles that the main characters urge to get past during the comedy. As these obstacles are thrown at the Athenians, the four lovers grow confused, and because of Robin, the audience laughs often. The play may begin with anything and end with anything, but if the dreamer is sad at the end he will be sad as if by prescience at the beginning; if he is cheerful at the beginning he will be cheerful if the stars fall (The American Chesterton Society). In the beginning of the play, Egeus, Hermia’s father, complains to the duke of Athens, Theseus, about his daughter not wanting to marry the man he picked out for her, Demetrius. Theseus comes to a conclusion of either sending Hermia to a nunnery or executing her. Hermia does not want to go through with either of those choices, so she and Lysander, the man Hermia really loves, plan to run away from the city of Athens to be married. Everything is arranged for their escape and all is well until Helena enters the scene. Hermia

The External/Internal Conflicts in aP - 778 Words

Roel Luna Jr. June 9, 2013 Essay 1 Mr. Cardenas The External/Internal Conflict in Aamp;P by John Updike After reading John Updike’s short story â€Å"Aamp;P†, it is clear that conflict is present from beginning to end. The general conflict carried throughout the story is centered on conformity. A few examples of conflict presented in this story include Sammy versus his opposition of the store’s structure and community’s mindset, Lengel verses the girls and Sammy versus himself. As the story opens, we are introduced to an opinionated, observant, sarcastic and hormone-driven 19-year old boy who works as a cashier in a grocery store of a small town. As he describes the store and his surroundings, the reader begins to sense Sammy’s†¦show more content†¦He had officially entered adult-hood. This is an incredibly powerful story because every time you read it, you take away something new that you hadn’t previously realized. Sammy’s act of â€Å"bravery† definitely left a lasting impact on everyone involved and everyone who reads it too. One can use their own experiences to discover themselves and how they react to social expectations and living in a conformist society. It was never really about the girls, rather seeing their reaction to the norms which triggered his reaction to the same norms. WORK CITED Updike, John. â€Å"Aamp;P.† Literature: An Introduction to Fiction, Poetry, and Drama. Ed. X. J. Kennedy and Dana Gioia. 9th ed. New York: Longman, 2005.Show MoreRelatedThe Conflict I Experienced With Raven Will Be Analyzed By The Psychodynamic Theory And The Attribution Theory1362 Words   |  6 Pages Analysis of the Situation The conflict I experienced with Raven will be analyzed by the psychodynamic theory and the attribution theory. The theories will be defined according to textbooks, peer reviewed scholarly articles, as well as an outside source book. 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Medieval Masculinities The Viking Age - 1833 Words

The Scandinavian Late Iron Age, popularly known as the Viking Age, is often represented by pre 1960’s archeology as deeply and inherently male, with male aggressiveness as the ideal presented to the public, leaving little room for alternative gender roles in the popular imagination. However, Dr. Lisa Bitel of the University of Southern California stated, â€Å"Women participated more fully and freely in both the settling of Iceland and in its written history than in any other migration of peoples within medieval Europe. †¦Some Scandinavianists have argued that in Iceland Europeans had a chance to experiment with social and political organizations unencumbered by the customs of the homeland; other scholars believe, however, that the Icelanders brought with them to the new land the customs of the old, including gender relations.† In 1990, Fordham University hosted a conference on gender and medieval society, focusing on the issue of feminist studies as a frame from which medieval ideas of â€Å"manhood† are approached. In 1994, Medieval Masculinities: Regarding Men in the Middle Ages was published as a result of that conference. A number of researchers contributed essays on the changes in definitions of masculinity during the medieval period, and looking at masculinity as another lens through which gender is to be approached, rather than a normative state to compare against in relating the lives of women in society. The focus was on demonstrating that the hegemonicShow MoreRelatedWomen s Rights Within The Viking Age924 Words   |  4 Pagesresearch perceived the Viking world as being dominated by men with the majority of studies being concerned with exploring the life and material culture of the male part of the society. There is no denying that archaeology is a discipline which has traditionall y been deeply colored by a predominantly male bias, and the historical dominance of men over women had been accepted to such a degree that it appeared to be the natural order of things . Popular imagination was of male Viking warriors with theirRead MoreRepresentations Of Women And Women1539 Words   |  7 Pageson the fragments of the Oseberg tapestry. The textile fragments show human-esque figures that appear to be either standing in front of spears or holding them and who wear clothing that is closely representative of long dresses which were worn by Viking Age women. Some apparently female figures are also holding swords. The Oseberg tapestry is difficult to interpret, but it has been suggested that its imagery may represent a procession of some sort, perhaps one that occurred as part of a funeral. JeschRead MoreMisinterpretation in Ian McEwans Atonement2826 Words   |  11 PagesRomeo and Juliet and Atonement, and naturally the role and status of women changed considerably during that time. Italy in the 17th Century stood much closer in time and culture to the ancient and medieval world where women were the property of their husbands and fathers, marriages were arranged at a young age and individual desires and free choice mattered little in a patriarchal and authoritarian society. Romeo and Juliet insisted on making their personal desires most important, going against the wishesRead MoreThe Czech Republic As We Know It5172 Words   |  21 Pagescarried on for fourteen years and concluded in 1434. In 1458 the Hussites elected a Czech Protestant king named George of Podebrady. The Hapsburg Dynasty ruled the lands from 1526-1790. During the reign of King Joseph II from 1764-1790, we saw the age of Slovene Enlightenment. The provinces of the Czech and Austrian territories were subdivided into administrative districts and German became the official language. From 1769 – 1815 this area saw the effects of the Napoleonic Wars led by Bonaparte andRead MoreOne Significant Change That Has Occurred in the World Between 1900 and 2005. Explain the Impact This Change Has Made on Our Lives and Why It Is an Important Change.163893 Words   |  656 PagesCalculated from data in Galina V. Selegen, â€Å"The First Report on the Recent Population Census in the Soviet Union,† Population Studies 14, no. 1 (1960): 17–27; L. T. Badenhorst, â€Å"The Future Growth of the Population of South Africa and Its Probable Age,† Population Studies 4, no. 1 (1950): 3–46; Angus Maddison’s data sets on world population, www.ggdc.net/ maddison; U.S. historical statistics at www.census.gov; Kingsley Davis, â€Å"Recent Population Trends in the New World: An Over-All View,† Annals

A Culture of Respect Free Essays

A Culture of Respect: How Can Leaders Create a Culture of Respect in an Industrial Organization? ORGL 506 Gonzaga University John Gergich ORGL 506 A1 Professor Barbara McLaughlin February 19th, 2012 Abstract This paper provides an overview of research surrounding the importance of creating a culture of respect within an industrial organization. The research identifies key definitions of respect as well as other principles interrelated to respect such as honesty, integrity and transparency. Drawing on the research, culture is defined by policies, procedures and behaviors of the individuals who make up the organization. We will write a custom essay sample on A Culture of Respect or any similar topic only for you Order Now The research also describes not only the keys necessary to developing an environment where respect and trust flourish, but how to sustain the gains in order to create a competitive advantage. When respect and trust are increased, productivity increases and cost is reduced. Conversely, when respect and trust are low, the speed at which things are accomplished is significantly slowed and costs begin to spiral out of control. Creating a Culture of Respect Respect is one of the values that we hear talked about a lot in organizations. Respect is a word that usually evokes a positive conversation in that most human beings feel that respect is important and valued. The problem has been that almost no one really thinks about or understands what it means to respect someone, create a culture of respect among people or for that matter what it means to be to be respected. We don’t generally normally think of respect as an action but as a feeling or judgment about other people. The purpose of this literature review is to give leaders, line managers, project managers and change agents practical assistance in creating a work environment where everyone feels valued and espected and where harassment and bullying are unacceptable. The guidance draws on information from a number of resources and research documents produced in recent years. Leaders who fail to tackle discrimination, harassment and bullying pay a price. The cost to an organization can be measured in: †¢ lost time because staff are affected by stress a nd ill health †¢ lower engagement due to low morale †¢ reduced work output and quality of service †¢ lost resources due to trained and experienced people leaving the organization Organizations are complex systems with their own rules and cultures. The way that organizations manage people plays an important role in the creation of a culture that is either respectful or bullying towards its employees. An organization has to ensure that its systems and culture do not reward bullying behavior, but rather that such behavior will be discovered and challenged. Literature Review Defining Respect The word respect originates from the Latin â€Å"respectus† which means â€Å"to look† or â€Å"to look back†. The term can be distinguished as having something to do with observation. If the prefix â€Å"re† implies â€Å"again†, then we have the concept of respect as meaning something like â€Å"looking again† (Selman, 2001). Respecting another means we are â€Å"looking† at the other person in a particular way. Although we may or may not agree with another’s worldview or perspective, we are open to listening and honoring their opinion. Conversely, disrespect conveys a behavior in which we are generally closed to certain possibilities and conversations with them. Although respect is just a word, what it means and what it distinguishes for us can make all the difference in how we observe ourselves and others. In the article Leadership and respect, the author suggests that while respect is a context for any relationship, we as individuals make the choice whether it is an expression of our commitment to effective relationships with others or whether it becomes part of a culture and worldview that separates and limits us. Stephen M. R. Covey suggests that the foundation of effective relationships is trust. While us as individuals may have positive intent, people judge others based on consistent behavior. The single biggest violation of trust is integrity. Covey asserts that integrity is of greater importance than honesty. Although honesty is crucial, integrity is made up of three other components: congruency, humility and courage (2006). It stands to reason that respect begins with leaders displaying an honorable character which is consistent in nature with the values and goals of the organization. If leaders simply pay â€Å"lip service† when people are watching, yet act in an inconsistent way in private, the foundation of trust has been damaged and it will be difficult at best to create an atmosphere of respect. How Respect is Developed Creating a culture of respect begins with a commitment to seeing everyone as worthy of respect. As previously suggested, while we don’t always have a choice about our automatic judgments and predispositions, we do have a choice about what our valuations mean and the weight we give to them in our day to day relationships (Selman, 2001). Covey describes building trust and respect within an organization as a cause and effect relationship. The author suggests that there are taxes and dividends companies can avoid and leverage in an attempt to develop a culture of respect (2006) (fig. 1. 1). Taxes |Dividends | |Redundancy |Increased Value | |Bureaucracy |Accelerated Growth | |Politics |Enhanced Innovation | |Disengagement |Improved Collaboration | |Turnover |Stronger Partnering | |Churn |Better Execution | |Fraud |Heightened Loyalty | Figure 1. 1 As organizations develop a culture of respect, standards and values have an impact on an employee’s perception as to what is acceptable behavior (Tehrani, 2001). Organizations going through this type of cultural transformation need to engage all pertinent stakeholders in the development process. This universal participation and buy-in dramatically increases the likelihood of success. How Respect is Sustained Armstrong International is a privately-owned mid-sized manufacturing corporation in Michigan which has been steadily growing even during the recession. In their 109 year existence they have never had a single layoff. According to the company’s fourth-generation Chief Executive, David Armstrong, the secret to their success is establishing a work culture based on respect (Earing, 2012). Specifically in an industrial organization, Armstrong believes the key to a successful manufacturing operation is one that focuses on building a culture based on core values, such as honesty and respect. â€Å"It all goes back to the golden rule—‘Do unto others as you would do to you. ’ Treat your employees with respect and courtesy, and communicate with them about what’s going on,† (para 12). Tehrani suggests that organizations need to practical and emotional support to people in conflict when issues arise (2001). Although an organization with a sustained level of respect is characterized as having an atmosphere of trust and dignity, it is equally important for leaders to be actively involved in being aware and diagnosing the signs and symptoms of bullying and harassment. Nancy R. Lockwood theorizes that workplace diversity is no longer just about anti-discrimination compliance, but also that it focuses on inclusion and the impact on the bottom line. Leveraging workplace diversity, and thus diversity of thought, is increasingly seen as a vital strategic resource for competitive advantage. More companies are linking workplace diversity to their strategic goals and objectives–and holding management accountable for results (2005). Thus, HR plays a key role in diversity management and leadership to create and empower an organizational culture that fosters a respectful, inclusive, knowledge-based environment where each employee has the opportunity to learn, grow and meaningfully contribute to the organization’s success. Conclusion Organizations will never completely eradicate human beings from having judgments about themselves and others. However, as leaders we can establish an environment of respect and live by the principle of trust. Like all values, respect cannot be legislated or regulated into existence. It must be learned, coached and demonstrated by leaders throughout the organization. Respect, as has been distinguished, is the context for all relationships and can be created through commitment within every day interactions. Achieving a environment where all people are fully engaged and respected is a large undertaking that requires tremendous focus and leadership. It cannot be something you do on the corner of your desk or when you have time. You need to observe evidence that the behavior is evident and institutionalized within the organization. References Covey, S. M. R. (2006). The Speed of Trust. New York: Simon Schuster. Earing, A. (2012). Successful Manufacturing Starts With Respect. Retrieved January 28th, 2012 from http://www. impomag. com/scripts/ShowPR. asp? RID=11870=0 Lockwood, N. (2005). Workplace diversity: leveraging the power of difference for competitive advantage. Retrieved January 28th, 2012 from http://findarticles. com/p/articles/mi_m3495/is_6_50/ai_n14702678/ Selman, J. (2001). Leadership and respect. Retrieved January 28th, 2012 from http://www. paracomm. com/articles/respect. html Tehrani, N. (2001). Building a culture of respect: managing bullying at work. London: Taylor Francis. [pic] How to cite A Culture of Respect, Papers

Visual Identity free essay sample

Your Name Visual Identity CGD 218 Professor 19 Aug 2010 The visual identity example that I will discuss is one that many people around the world would easily recognize. The company has a wide range of products that are highly sought after and its visual identity is a symbol of the merchandise it represents. The logo has changed somewhat throughout the years; however, the logo is always recognizable. The visual identity or logo I am talking about is the one for Apple, Inc. I recognize it because I currently own some of their products. The products they make are in my opinion of high quality and I have never been disappointed when I bought them. Although their prices are higher than some of their competitors, they are worth the money I spend on them. The apple logo has been around for a long time and it has remained recognizable to me ever since I was young boy. We will write a custom essay sample on Visual Identity or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page My first encounter with the company logo was when my friend got an apple computer for Christmas in 1986. His Apple pc was small and stylish, but it was very basic. It had its own monitor built into the machine and the text displayed in green on the screen. This was different than the Commodore 64 I had, and I still preferred it over the Apple computer. The logo for Apple during that time period was similar to the logo today except it was rainbow in color. After the logo changed to what it is today I began to notice the company more and became interested in their products. The current logo is sleek and really matches the new products being produced by the company. I indeed like the monochrome look of the current logo because it gives it a clean, stylish and sexy appearance that matches the products it represents. It spells quality and ingenuity compared to the older logo with the rainbow. Additionally, the rainbow color would not match well with the current products as the new logo does (Edible Apple, 2009). The new logo is larger, but it uses the monochrome technique to bring attention to the products. Apple did an amazing job with using the monochrome technique on the new logo. This technique uses different shades of the same color to create an image. While the current logo is a chrome color, the logo has appeared in red, blue and gray on Apple’s official site and within OS X itself (Michael, 2007). No matter what color the logo appears in, the monochrome technique manages to maintain the qualities it represents in its products and the company. As our textbook explains about Semiotics, Apple, Inc. is always sending us messages about themselves through their logo (Berger, 2007). For the company, this new appearance represents the company’s innovation, and commitment to catering to the public’s interest. The shiny appearance on the new logo further tells me that the company creates high quality products by paying attention to detail. This is apparent with the iPhone they created.