Colgate Palmolive Industry Position

Colgate Palmolive Industry Position Colgate-Palmolive is recognized as the worlds leader in personal care sales which included oral hygiene products like toothbrushes and toothpastes. In 1991, its sales topped at $6 billion and profits at $2.76 billion as it cornered 43% of the worlds toothpaste market and 16% of the worlds toothbrush market. In the United States, the worlds largest market, Colgate-Palmolive holds the number one spot in toothbrush sales with a market share of 23%. From these statistics, one of Colgate-Palmolives main strengths is being the market leader in oral care products. Colgate-Palmolives extensive overseas reach is another main strength. Based on the data in the case study, Colgate-Palmolive introduced 275 new products worldwide and setup manufacturing facilities in China and Eastern Europe breaching the emerging economies of the 21st century. On top of that, international sales accounted for 64% of total sales and 67% of the total profits for Colgate-Palmolive. Colgate-Palmolive has an extensive Research and Development department boasting 170 employees worldwide. Though having a large RD department does not directly contribute to increased profits, Colgate-Palmolives history of innovation  [1]  in the toothbrush market is linked to its current position as the market leader in the toothbrush industry. Therefore Colgate-Palmolives strong commitment to innovation through investment in RD is a prominent strength. With an energetic and visionary leader like Reuben Mark at the helm of Colgate-Palmolive, the company has transformed itself into a lean and profitable machine, leading to increased profit margins and volume growth.  [2]  Clearly, having a visionary CEO is a strength. Colgate-Palmolives positioning strategy for its toothbrush line in food stores has aided in capturing their current dominant market share. Its in-store displays, combining toothbrushes with toothpaste packs and locating the Colgate-Palmolive line of toothbrushes in the middle of the stores shelves have contributed to this dominance. This strategy has been successful, as sales through food stores, drug stores and mass merchandising channels have produced the greatest volume and dollar sales historically.  [3]   Colgate-Palmolive has a large number of stock keeping units for their toothbrush line.  [4]  Multitudes of SKUs indicate that Colgate-Palmolive is targeting a broad spectrum of market segments in the toothbrush market, which spreads the risk inherent to carrying any product. Diversification of product types within the toothbrush market is another strength factor Colgate-Palmolive holds. Colgate-Palmolives secret weapon in the war for supremacy in the super-premium market, Colgate Precision, is proven to be very effective in removing plaque 35% more effective than existing brands and in preventing gum disease. This advantage can be attributed to the innovative design, high-tech research using CAD and infrared scanning, consumer research and extensive product testing. Although this technology is a strong argument for positioning Precision in the super-premium category, Colgate-Palmolive could also use its design aspects to improve Colgate-Palmolives existing professional and value toothbrush lines to increase their respective market shares. Colgate-Palmolives patented  [5]  innovation for Precision also stands as a strength upon which Colgate-Palmolive can lean for other market differentiating advancements. Colgate-Palmolives recent infusion of new capital into its manufacturing facilities will bode well as it prepares to battle for market share in the new super-premium market segment. Colgate-Palmolive will be able to leverage its existing relationship with its manufacturing partner, Anchor toothbrush, to quickly and cost-effectively product its newest product. Weaknesses The impending release of Colgate-Palmolives new toothbrush, Precision, may affect sales of its existing toothbrush lines. This may lead to a cannibalization of the Colgate Plus and Colgate Classic market of up to 60%.  [6]  Since the existing toothbrush lines are the cash cows  [7]  of the companys oral care division, a dismal performance by the new Colgate-Palmolive Precision might drain the cash cows of their resources altogether. Colgate-Palmolives media expenditure layout is very small compared to its rivals.  [8]  It has spent only $7 million dollars on its Colgate-Palmolive Plus marketing efforts and has only 19% of the share voice. Since media exposure fuels consumer demand  [9]  for a new product, this is one area where Colgate-Palmolive needs to have its expenditures equivalent to that of its rivals. Another marketing weakness that Colgate-Palmolive faces is its lack of professional dental endorsements, with less than half that in market share and dollar sales than that of their largest competitor, Oral-B. Similar to Colgate-Palmolives lack of professional endorsement, the Precision toothbrush does not have the fullest endorsement from the American Dental Associations (ADA). Although the ADA issued its seal to the product, the seal alone stands for little more than recognition that the toothbrush works. In fact, only when the ADA issues its seal and an official quote stating that a product is superior to similar product types, does a product receive the fullest support possible. Not having the full backing of the ADA is a weakness which Colgate-Palmolive may have to overcome to gain the professional endorsement they seek.  [10]   Opportunities Macroeconomic The emergence of the niche super-premium category presents a golden opportunity for Colgate-Palmolive to increase market share for several reasons. First, although its competitors, i.e. Oral-B, Johnson Johnson and Procter Gamble, have gained a foot-hold in this niche market already, Colgate-Palmolive can still make a dent with its new Precision toothbrush, thus enabling them to enter a new and potentially highly profitable market segment. Since the super-premium category accounts for 35% of the volume and 46% of the dollar sales of toothbrushes  [11]  this niche category may in turn result in a substantial profit margin. Secondly, with the baby boomers and younger generations becoming more concerned with the health of their gums, they will be willing to pay the above mentioned premium for a toothbrush  [12]  which is optimized for better gum care. Colgate-Palmolive can capitalize upon this demographic segment to ensure a successful release of their super-premium Precision toothbrush. Finally, since 82% of toothbrush purchases are unplanned and many consumers are unaware of the technological and cost variation among toothbrush brands,  [13]  Colgate-Palmolive could establish a media blitz with educational ads depicting Precision toothbrushes as technologically superior to its rivals at an equivalent cost. The ads can also serve to educate consumers about proper toothbrush replacement schedules to ensure effective plaque removal and gum disease prevention. Ultimately, Colgate-Palmolive could leverage their advertising campaign to boost sales and revenues. Microeconomic One of Colgate-Palmolives competitors, Johnson Johnson,  [14]  ranked third in toothbrush sales, was phasing out one of its toothbrush lines at the time of the Precision introduction. As the toothbrush market remains rather constant, courting customer from other brands, particularly ones being phased out, is a tremendous opportunity to gain market share.  [15]  Another competitor, Smithkline Beecham, was predicting an operating loss in its toothbrush business.  [16]  If the losses are sustained, it might cause Smithkline Beecham to move out of the toothbrush business all together, yet again opening the door for further gain of market share. Colgate-Palmolives constant innovation also provides an opportunity to convert consumers away from less advanced toothbrushes, such as those offered by Lever. Threats Threat of intense segment rivalry The super-premium toothbrush market is highly competitive, hosting many brands and private label toothbrushes. If any of these rivals creates a toothbrush which tops or even equals the technology of Precision, specifically if done at a lower production cost, Colgate-Palmolive may lose market share. Threat of new entrants Along with intense rivalry from existing competitors, Colgate-Palmolive has to deal with new competitors. In 1991, the toothbrush market exploded with a dramatic increase in new entrants. Proctor and Gamble introduced Crest Complete, their first toothbrush  [17]  . Smithkline Beecham entered the market with Aquafresh Flex and a 9% market share volume for 1991. Levre, Pfizer and Sunstar all entered the market in 1991 and earned a total 11% market share. These numbers reinforce the seriousness of the threat of new entrants that Colgate-Palmolive will have to contend with when they launch Colgate Precision. Threat of substitute products Similar to many industries, oral care technology has advanced tremendously since its inception in approximately 3000 B.C. The introduction of the nylon bristled toothbrush in 1938  [18]  represents one of the latest quantum improvements for the industry, however it was not the last. The introduction of electronic toothbrushes and water picks are threatening to usurp traditional oral care products market share. This is a threat which Colgate-Palmolive needs to heed, despite its confidence in the technology of Precision. Threat of suppliers growing bargaining power Colgate-Palmolive depends on Anchor toothbrush for its outsourced manufacturing. Hence, Anchor toothbrush has a decided supplier advantage in the relationship with Colgate-Palmolive. If Anchor toothbrush were to increase its supply cost, it would affect Colgate-Palmolives production costs which in turn would impact Precisions market share by potentially pricing it above even the super-premium segment. Colgate-Palmolive needs to maintain a healthy relationship with Anchor toothbrush to reduce the risk of a costly supplier switching process. Threat of buyers growing bargaining power One of the factors which can cause buyers bargaining power to grow is when the switching costs for buyers are low. Even if Colgate-Palmolive were to position Precision as the most expensive toothbrush on the market, it is still a relatively inexpensive product, compared to many daily purchases (i.e. lunch in NYC or a cup of coffee at Starbucks). Therefore, buyers can easily switch between toothbrush brands without giving the decision much thought. To combat this threat, Colgate-Palmolive could position Precision as a superior toothbrush that customers can not afford to be without. PROBLEM STATEMENT In 1992, after evaluating the current market condition and completing its research and development, Colgate-Palmolive was ready to begin marketing its newest toothbrush, Colgate Precision. Of major concern to Colgate-Palmolive was how to position, brand and communicate this new product to the general population. Colgate-Palmolive also had to develop budget constraints and generate a marketing mix that would maximize the sales and revenues of the new product. Colgate-Palmolive was faced with the decision of whether to promote the new product as a high quality niche product marketed mainly towards individuals concerned about gum disease, or as a mainstream toothbrush that would be marketed as the best toothbrush available. If marketed as a niche product, Colgate-Palmolive would target a smaller market segment without as many competitors vying for market share. A niche market segment would also be willing to pay a premium for the new toothbrush. If, however, the toothbrush were marketed as a high quality mainstream toothbrush, Colgate-Palmolive would realize revenues from larger volumes of sales despite a lower price and more competition. To reach its verdict, Colgate-Palmolive analyzed forecasted data with regard to potential sales volumes and prices, advertising, packaging, and manufacturing costs, among other factors. A summary of this analysis, and a marketing strategy recommendation follows. EVALUATION OF ALTERNATIVES In August 1992, Colgate-Palmolive had two options regarding the positioning strategy for their new toothbrush titled Colgate Precision. Their choice was to position the product as a mainstream offering or target the Precision toothbrush to a niche market. The positioning of the product would have little to do with any modifications to the actual design of this toothbrush, but would effect the perception of the toothbrush within the market. Mainstream or mass marketing refers to the mass production, distribution and promotion of a single product to all potential buyers.  [19]  Contrarily, niche marketing is a form of micro-marketing. It refers to a specifically defined group of consumers with a need that is not currently well served. A niche is created from a subdivision of a market segment.  [20]  Due to the diversity of these two market types, the decision to market the Precision toothbrush as a mass-market product or as a niche product involves analysis of the advantages and disadvantages for each. Mainstream Marketing Advantages The primary reasons to use a mainstream marketing approach is that the product is made accessible to a larger market. Marketing to a more diverse audience would enable Colgate-Palmolive to construct a more simple and direct campaign that would address the common concerns of all toothbrush buyers. Consequently, the use of television and radio would be more cost effective as it would reach this larger audience. The obvious goal of such a position would be to capture a greater return on the investment Colgate-Palmolive made on this products research and development effort. It is estimated that within twelve months this product could secure 10% of the market and a volume share of 14.7% by its second year. This would equate to 27 million retail unit sales in year one and 44 million in the second year, if positioned as a mainstream product.  [21]   Disadvantages There are also many problems with marketing Precision to the masses. In the mainstream market a higher price makes a product less attractive to the average consumer. This means that Colgate will have to price their product within reasonable alignment of other similar products in order to be a serious competitor inside this market, ultimately diminishing their potential profit margin and return on investment. There is a variance amongst consumers in relation to oral hygiene. They are classified into three groups: Involved oral health consumers Therapeutic brushers Involved oral health consumers Cosmetic brushers Uninvolved oral health consumers These segments are divided into relative percentages of adult toothbrush users. They are 46%, 21% and 33% respectively.  [22]  This illustrates that one third of the toothbrush using adult population has only little interest in oral hygiene and are probably not a worthwhile audience to which to pitch the Precision toothbrush. The expense of including these consumers in the target market would not be advisable. In the design and testing phase of the Precision toothbrush, Colgate-Palmolive accrued significant clinical data concerning the product. This information would not be relevant to the mainstream market that most likely would view it as too scientific. The Precision toothbrush was originally conceived to be a top-of the-range, super-premium product  [23]  indicating that production schedules had been developed in line with a niche marketing strategy. Mainstream marketing would require a greater volume production of the toothbrush with an estimated ten month lead time to achieve sufficient quantities of the product. This could result in an inadequate supply of the product at the outset.  [24]   The objective of the research and development group working on the product was to develop a superior, technical, plaque-removing device.  [25]  It was produced to be the best toothbrush possible and become the top-of the-range, super-premium product.  [26]  All of these phrases are heavily skewed towards niche merchandising. A mainstream product should aim to serve all of the people, all the time. This product clearly was created with niche-oriented goals. The greatest issue facing Colgate-Palmolive if they were to promote this product in the mainstream market is that it would be distributed through the same channels as an existing Colgate-Palmolive toothbrush called Colgate Plus.  [27]  Colgate Classic was the companys original entry in the toothbrush sector and was positioned as a value segment. The Colgate Plus came later and was placed in the professional segment as a higher quality product.  [28]  Including Precision as a high-end, mainstream product could potentially cannibalize Colgate Plus sales. Finally, Susan Steinberg, the product manager of Precision, felt that incorporating the new product into the mass market would require the company to delete one or more of the seven existing SKUs (stock keeping units) that Colgate-Palmolive produced.  [29]  This strategy could result in a loss of market share in the value or high-end segments. Niche Marketing Advantages Advertising companies have access to audience profiles through a wide variety of media products, such as television, radio and print media. This is the fundamental basis for successful niche marketing. A great advantage of offering any eligible product to a niche market is that it allows for a concentrated, specific advertising campaign, targeted to a specific demographic, psychographic, behavioral or geographic segment through whichever medium is most effective at reaching the specific population.  [30]  This allows efficient use of advertising budgets. Precision falls within the class of goods that could tender itself as a niche product. Developed to be the best toothbrush possible and placed in the super-premium category, this toothbrush is inherently a niche product. Members of the public most interested in this toothbrush would be those in the Involved oral health consumers groups; therapeutic and cosmetic brushers. Therapeutic brushers are interested in functionally effective products and differentiate between brands.  [31]  Both segments of customers would appreciate the scientific data Colgate-Palmolive has complied on this toothbrush. The facts that the initial clinical trials removed an average of 35% more plaque over that of Reach and Oral-B, and that it assists in the reduction of the likelihood of gum disease, would be effective information for this group.  [32]  Unlike the mass market, these are issues which a niche market segment would comprehend and about which they would care. Niche market participants are also more likely to pay a premium for this product due to the fact that Precision caters to a distinct set of needs they have. With this type of positioning, a 15% increase in price above Oral-B regular would be anticipated, bringing the cost to consumers to $2.13 per unit (more aligned with Oral-B Indicator). A mainstream market could only be anticipated to pay $1.85, in accordance with the Oral-B regular line.  [33]   As Precision was conceived more as a niche-type product, initial production was set for the lower demands of the smaller market segment. As discussed previously, to change the natural emphasis of the toothbrush to mainstream distribution would require a major overhaul of projected production schedule and costs due to the increase number of units required. Additionally, to keep Precision as a specialized product means that the new product is less likely to invade the market share of other Colgate-Palmolive products, like the Colgate Plus. This would also preserve the number of SKU that Colgate-Palmolive currently produces in the toothbrush sector. Niche markets historically attract fewer competitors.  [34]  This gives time and room for a new product such as Precision to establish itself and build up a market share before it may have to fight against a new contender. Disadvantages Marketing the Precision product to a niche market would generate less revenue for Colgate-Palmolive than a mainstream approach. Working with the estimated figures for the first two years of release generates the following table. Niche marketing Mainstream marketing Year 1 Year 2 Year 1 Year 2 No. units sold 8MM 15MM 27MM 44MM Factory list price $2.13 $1.85 Total revenue generated $17,040,000 $31,950,000 $49,950,000 $81,400,000 Obviously, the niche market revenue is significantly less than the mainstream market revenue, despite the 13% higher price. Conclusion Developing and communicating a positioning strategy for a product is necessary and critical. Differentiating a product, and the degree to which that product is differentiated, can be guided by quantifying the following criteria: Importance Distinctiveness Superiority Preemptiveness Affordability Profitability Using these parameters, a company can provide the public with a reason to buy their product.  [35]   Another tool used in solving the marketing mix problem companies face when launching a new product is a perceptual map.  [36]  This is a graphic representation of two or more features against which similar products can be ranked. When graphed, the resulting map displays areas to which the product types cater, revealing both areas of over population and areas of potential opportunity. Clusters of products exist when similar products appeal to the same consumer market participants. In these areas, competition is intense, therefore, they are not as attractive when positioning a new product. An optimal plan is to create a space within the product market that is relatively free of rivals and can enable a new product to develop and dominate. A perceptual map for Precision was created from the following data: Toothbrush Price Benefits Class Colgate Precision 0.8 0.9 Super Premium Oral-B Indicator 0.8 0.8 Super Premium Oral-B Regular 0.7 0.6 Super Premium Crest Complete 0.5 0.6 Super Premium Reach Advanced 0.6 0.5 Super Premium Aquafresh Flex 0.7 0.7 Super Premium Colgate Plus 0.4 0.4 Professional Reach Regular 0.3 0.4 Professional Pepsodent Professional 0.2 0.4 Professional Colgate Classic -0.4 -0.1 Value Pepsodent Regular -0.3 -0.1 Value Butter GUM Microtip 0.3 -0.1 Value Butter GUM Supertip 0.4 0.1 Value Menedent Pro-Core 0.7 0.7 Professional Oral-B cross action 1 0.8 Super Premium Generic Eckerd Interdental -0.5 -0.2 Value Generic Eckerd Angle -0.7 -0.2 Value Crest Advantage 1 0.8 Super Premium Recommendation Using these evaluative criteria in relation to the advantages and disadvantages of niche and mainstream marketing, we believe that Colgate-Palmolive should position the Precision toothbrush as a niche product. This would establish Precision as the leading toothbrush on the market at a competitive price. It would be a superior and distinctive oral care product. However, we believe this product would also work in the mainstream market and we envision it moving towards the mass market in the future. Once the toothbrush has established itself as a high quality product with specialty features, we believe that Colgate-Palmolive could transition the product to a wider audience. This will also allow time for Colgate to reconcile the position that the Colgate Plus product will hold relative to the Precision line. Further, we anticipate no significantly negative issues will be encountered by initially marketing Precision as a niche product and then moving it into the mainstream market. We do not believe the opposite would be true, as a niche market will most likely not accept a product that has been offered to the masses as the best value, and then marketed as a specialty item. The anticipated cyclical nature of the product on the market is well illustrated by the Boston Consulting Groups Growth-Share matrix.  [37]  The Precision toothbrush will begin as a question mark. This means the company will spend money developing and establishing the product in anticipation of increasing its market share. Subsequently, the hope would be for Precision to become a star, meaning it has been successful by obtaining a high market share and growth rate. If the product evolves into a mainstream offering by this time, the company will reap higher rewards. Going even further into the future, the toothbrush will most likely decrease its market growth rate while maintaining its high market share. At this phase the product will be a cash cow. Revenues produced from Precision at this phase can be used to establish other question marks and/or subsidize other stars if required. The final phase in this products life cycle will be a decline into dog status. This refers to the product when it has weak market share and low growth. At that point, Precision would need to be removed from the companys product line, allowed to decline further or all together repositioned in the market. At this point, the research and development phase for Precision has been completed, a thorough analysis has been performed on the current market situation, and a marketing strategy has been recommended. The final aspects of launching a new product must now be investigated product, price, place and promotion. PRODUCT Colgate-Palmolive has many important decisions to make regarding the new toothbrush before it becomes available on store shelves for customers to purchase, including the positioning strategy for the new toothbrush. To reach a conclusion, the new toothbrush must be analyzed on three product levels the core product, the actual product, and the augmented product so that customers needs are fully understood and the Precision toothbrush is correctly marketed to meet those needs. Since we are recommending that Colgate-Palmolive choose a niche market for Precision, the core benefit that the toothbrush will deliver to its users is plaque removal. Less plaque in turn leads to the added benefit of a reduction of the lik

Critical Analysis of The Awakening Essay -- Kate Chopin The Awakening

Critical Analysis of The Awakening The Awakening, by Kate Chopin, is the story of a woman who is seeking freedom. Edna Pontellier feels confined in her role as mother and wife and finds freedom in her romantic interest, Robert Lebrun. Although she views Robert as her liberator, he is the ultimate cause of her demise. Edna sees Robert as an image of freedom, which brings her to rebel against her role in society. This pursuit of freedom, however, causes her death. Chopin uses many images to clarify the relationship between Robert and Edna and to show that Robert is the cause of both her freedom and her destruction. Birds are a sizable image in The Awakening. Edna feels like a caged bird, and wishes to be freed. When Madame Ratignolle plays the piano, Edna often creates pictures in her head that represent the music. Edna's picture of a musical peice called "Solitude" is "the figure of a man standing beside a desolate rock on the seashore" (71). "His attitude was one of hopeless resignation as he looked toward a distant bird winging its flight away from him" (71). Edna feels like this man, as though she is trapped and cannot spread her wings and fly. This is a danger, however. Caged birds, although they are not free, are safe. They do not know of the dangers that can come with freedom. Once Edna tastes freedom, she does not want to go back to the safety of a caged life. She does not know of all the possible dangers, and being naive, she is very s...

Confessions of St.Patrick

Kelvin Kublall Feb, 4/2013 History of Christianity Confessions of St. Patrick St. Patricks story is a quite dramatized one, it speaks about the great things he has passed through. St. Patrick was one of the first and most influential missionaries to Ireland, bravely entering this superstitious and violent country to bring the healing balm of the gospel. Firstly He was born in Great Britain nearing the end of the fourth century. He was the son of Calpornius, who was a deacon and decurion.Patrick was of a noble birth, he was a Roman citizen. At about the near age of 16 he was captured by barbaric Irish pirates and taken to Ireland where he served as a slave tending to the sheep. During his Shepard time, he was converted to the Lord and then after 6 years, God gave him a dream to leave Ireland for his â€Å"ship awaits†. God made St. Patrick travel two hundred miles to where God told him the ship would be and boarded it and set sails back to his homeland in Britain.Now while amon g his family, he had another dream, this time a voice spoke to him telling him to return to Ireland. During this time an outlined map of Ireland was identified with the forest of foclut near the western sea. Here a childhood confession he made before he became a deacon returned to haunt him. And later there was many boasting of bringing religion to the Irish. It spoke on how they never knew God and cherished idols. Then in paragraph 42 he baptizes a beautiful Irish princess in Gods name.Then he closes his confessions by saying that those who believe in the faith of God and fear him and do only what is pleasing in His sight will glorify God’s name eternally. For those were his confessions before he died. It seems that the new church leadership did not share their predecessors’ approval of Patrick’s mission, particularly his emphasis on reaching the lost rather than shepherding the existing flock. The bishops felt Patrick’s teams were spending too much time with the pagans and not enough time tending to their own spiritual well being.Patrick quoted Mathew 28, explaining that Jesus had commanded his disciples to go into all the world and preach the gospel to all creation, baptizing the nations and teaching them to obey everything he had commanded. By most accounts Patricks efforts were successful. By the end of Patrick’s approximately 30 years of ministry in Ireland, the Church was blossoming and a previously violent, pagan land was becoming much more peaceful and virtuous.Patrick’s theology also freed him to build a bridge to the Celtic culture by celebrating and emphasizing the aspects of that culture that he found good and righteous. The key to Patrick’s approach, was his ability to tell the Celtic story better than the Celts could. He offered them a more complete explanation of their history, showing how it finds its fulfillment in Jesus. Likewise we are today when doing missionary evangelism, we should conduct proper surveys of the population and know our roots before entering. Knowing our roots simply means to be grounded in the faith of Jesus.

The Narrative Style Structure of The Tell-Tale Heart - Free Essay Example

Sample details Pages: 4 Words: 1156 Downloads: 5 Date added: 2019/10/30 Category Literature Essay Level High school Tags: The Tell-Tale Heart Essay Did you like this example? An unstable narrator is tortured, and when he can no longer take it and has reached the breaking point, the man murders his master. This is the out-of-control conflict created in Edgar Allan Poes famous short story, Tell-Tale Heart. The short story is published in 1843 and gives a better understanding of what an insane person is capable of. Don’t waste time! Our writers will create an original "The Narrative Style Structure of The Tell-Tale Heart" essay for you Create order Edgar Allan Poe focuses part of his literature on the genre of horror to force many to take it more serious than otherwise would have (Poe-land 9). To elaborate, after reading The tell-tale heart someone would consider guilt as part of the aftermath or murder that they would not have before. Many people with mental illnesses refuse to seek treatment or are not aware of their illness. In The Tell-Tale Heart the narrator tries to convince the reader that he is not insane by explaining why he murdered his master. The narrator has both external and internal conflicts in this short story. External conflicts that the narrator faces are the eye and police, and the internal conflicts are the beating heart and his denial of insanity. Conflict is the most important narrative element in The Tell-Tale Heart, because it shows the internal battle of the narrator, the way he is trying to assimilate what has happened while dealing with his psychotic break, conveying the final event and how he is sti ll human and finally breaking when he is being questioned by the police, and feels as though they are making fun of him. What the narrator seems to be experiencing is a type of Stockholm syndrome, which means that after having lived such a traumatic experience in order to survive the victim develops feelings or an emotional bond with the captor, There was no reason for what I did. I did not hate the old man; I even loved him. He had never hurt me (Poe). According to Good Therapy, A person who develops Stockholm syndrome often experiences symptoms of posttraumatic stress: nightmares, insomnia, flashbacks, confusion, and difficulty trusting others (Stockholm). After having some realizations, the narrator has reached his breaking point, in which his psychosis starts to make him delirious and want to break free, When the old man looked at me with his vulture eye a cold feeling went up and down my back; even my blood became cold. And so, I finally decided I had to kill the old man and close that eye forever (Poe). This starts the internal conflicts within the narrator, since he claims he loves his captor bu t says he sees evil in his eye and is starting to see and hear things, all revolving around the evil eye that wouldnt leave him alone. In order to deal with his plan, the narrator is trying to find small gestures of affection to make it seem like he is still sane and capable of reasoning. By doing so, he needs to have constant reminders for himself, So, you think that I am mad? A madman cannot plan. But you should have seen me (Poe). He started to find reasoning for planning the murder, his mind was playing tricks on him by telling him he wasnt trying to kill the old man rather than kill of his eye which was full of evil, Always the eye was closed, so it was impossible for me to do the work. For it was not the old man I felt I had to kill; it was the eye, his Evil Eye. And every morning I went to his room, and with a warm, friendly voice I asked him how he had slept. He could not guess that every night, just at twelve, I looked in at him as he slept. The eighth night I was more tha n usually careful as I opened the door. The hands of a clock move more quickly than did my hand. Never before had I felt so strongly my own power; I was now sure of success. At this point, he has gone through with his plan, and he sees this as motive to be okay when the police arrive, because he is confident that he did nothing wrong, that is until he starts to realize the actual magnitude of his actions. Once he heard the last beat of the mans heart, he proceeded to dismember him and hide his body, until he realized that the old mans dying wails awoke neighbors encouraging them to call the police, I asked the policemen to come in. The cry, I said, was my own, in a dream. The old man, I said, was away; he had gone to visit a friend in the country. I took them through the whole house, telling them to search it all, to search well. I led them finally into the old mans bedroom. As if playing a game with them I asked them to sit down and talk for a while (Poe). Right now, the narrator is beginning to assimilate the fact that he just murdered someone, and will slowly begin to unravel, And the sound, too, became louder. It was a quick, low, soft sound, like the sound of a clock heard through a wall, a sound I knew well. Louder it became, and louder. Why did the men not go? Louder, louder. I stood up and walked quickly around the room. I pushed my chair across the floor to make more noise, t o cover that terrible sound. I talked even louder. And still the men sat and talked and smiled. Was it possible that they could not hear No! They heard! I was certain of it. They knew! Now it was they who were playing a game with me. I was suffering more than I could bear, from their smiles, and from that sound (Poe). The narrator is now experiencing another emotional break, he physically heard the old mans heart stop beating but as the polices officers prolonged their stay he eventually starts to get nervous which is why he believes he is hearing his heartbeat through the walls, his delusions furthermore make him believe the officers too hear it, but wont say anything for the simple reason that they are trying to play mind games with him. Overall, Poes short-story, The Tell-Tale Heart, is the gruesome narration of a man murdering his captor but strikes up conflict within himself, as he cannot be real to himself and admit he hated the old man, in his mind he believes he loved him but felt compelled that the evil in him was starting to drive him crazy. To furthermore expose his psychosis, he believes his delusions are real, he thinks he is hearing the old mans heart, bringing him to his final breaking point and confessing to the police. This conflict is what makes the story and makes it so essential due to the intensity and pulls in together all the opposite aspects of the narrators mind.

The Anti-War and Hippie Movements - 1344 Words

From the late 1950s to the late 1970s a phenomenon erupted over the United States. A proud counter culture was born in the midst of the Vietnam War. Many people protested against the Vietnam War and the horrors that many people saw on TV because of it. Many incidents triggered the Anti-War movement and the Hippie counter culture such as the growing United States involvement in Southern Vietnam, the gruesome images that the evening news showed uncensored, the draft that caused many thousands of men to lose their lives and their minds as the end result of the war. This war triggered a great sense of what is right and wrong in specifically young people. Social justice and moral justice were some of the main focal points of the Anti-War and Hippie movements. This war allowed teenagers and young adults to have power in what they believe in and to stand up against unjust killings of our men and innocent lives in Vietnam. The eighteen-year span of the war from 1956 -1975 saw the rise and ev entually the fall of the anti-war movement and the hippie movement. The Vietnam War was one of the most hated wars in United States history, for the primary reasons that we did not win and the draft destroyed countless men, physically and mentally. The end result of the war did not justify the means and this made a lot of people very upset. This war was also the most televised war, showing incredibly gruesome, uncensored images on the evening news at dinner time. The political protest for theShow MoreRelatedEssay about The Counterculture899 Words   |  4 PagesThe Impact of the Hippie Counterculture of the 1960s The â€Å"hippies† of the 1960s had many effects on the American society. The visual appearance and lifestyle of the hippies were in sharp contrast to the conservative nature of the older generation, which defined them as a counterculture. The hippie lifestyle was based on free love, rock music, shared property, and drug experimentation. They introduced a new perspective on drugs, freedom of expression, appearance, music, attitudes toward workRead MoreEssay about The Beatles and the concept of Free Love619 Words   |  3 PagesLong Road To Peace When someone hears the word â€Å"hippie† they are most likely to think of the scene in Forrest Gump or even the groupies that followed The Beatles on hand and foot. Hippie culture is much more than that. Some aspects of this sub-rebellious culture are the concept of free love- you know, that bumper sticker that reads â€Å"make love not war†? That would be a relic of the 1960-1970’s. The hippie lifestyle was uncanny to older generations- this created the phenomenon of the â€Å"generationRead MoreThe Hippie Movement and the Beat Movemnt1704 Words   |  7 PagesHow the Hippies got hip with the beat of the Beat Movement Jack Kerouac once said, â€Å"the only people for me are the mad ones, the ones who are mad to live, mad to talk, mad to be saved, desirous of everything at the same time, the ones who never yawn or say a commonplace thing, but burn, burn, burn like fabulous yellow roman candles exploding like spiders across the stars† (Kerouac 5). Kerouac was the symbol of the Beat Movement. He was the rebellious and adventurous man, who during his time wasRead MoreThe Hippie Subculture Essay1440 Words   |  6 PagesThe Hippie Movement: The Philosophy behind the Counterculture The sixties was a decade of liberation and revolution, a time of great change and exciting exploration for the generations to come. It was a time of anti-war protests, free love, sit-ins, naked hippie chicks and mind-altering drugs. In big cities such as San Francisco, Los Angeles, New York and Paris, there was a passionate exchange of ideas, fiery protests against the Vietnam War, and a time for love, peace and equality. The comingRead MorePositive and Negative Impacts of the Sixties Counterculture1532 Words   |  7 Pagesculture-- segregation, McCarthyism, unjust wars, censorship--needed to prove that some Americans still had the common sense to care for one another. The young people of the sixties counterculture movement were successful at awakening awareness on many causes that are being fought in modern American discourse. If not for the Revolution that the hippies began, political or social reform and the Peoples voice would be decades behind. While the hippie movement has subsided, as it became too cool andRead MoreDuring the 1960s, a new culture spread throughout the United States, stirring up the Flower Power800 Words   |  4 PagesPower movement as well as the aversion from the typical American lifestyle. These â€Å"Hippies† as they were known, didn’t want to fit in with the mainstream crowd. The name â€Å"hippie† was taken from the term â€Å"hipster†. It described how the Hippies believed that we should make love, not war, their vocal opposition to the United States’ involvement in the Vietnam War, and the increasingly rocky road to shared civil rights among all Americans led to this new, alternative form of activism. But the Hippie movementRead MoreThe Hippie Movement of the 1960s Essay example646 Words   |  3 PagesThe hippie subculture was originally a youth movement beginning in the United States around the early 1960s and consisted of a group of people who opposed politi cal and social orthodoxy, choosing an ideology that favored peace, love, and personal freedom. The hippies rejected established institutions, criticized middle class values, opposed nuclear weapons and the Vietnam War, were usually eco-friendly and vegetarians, and promoted the use of psychedelic drugs. They created their own communitiesRead MoreSixties Music and How it Reflected the Changing Times Essay1715 Words   |  7 Pagesremember the decade’s music as a representation of the moral decline and the representation of the inappropriate ideal of the youth (Szatmary 1996). The youth movement became the counterculture and they became hippies. The hippies preached mysticism, honesty, joy, and nonviolence (Time 7 July 1967, 4-5). Music played an intricate part in the hippie lifestyle. The music reflected the sentiment of the youth. It became an outlet for teenagers to express themselves and voice their concerns about societyRead MoreFashion of Roaring Twenties and the Si xties1527 Words   |  7 Pageswere economic and social change were happening. They are both largely known for their fashion. The 1920s was also known as the Roaring Twenties due to the period’s social, artistic, and cultural energy. The twenties were right after the end of World War One and right before the Great Depression. The era was notable for inventions and discoveries, industrial growth, increased consumer demand and significant changes in lifestyle (â€Å"roaring twenties†). During the twenties, the economy of the United StatesRead MorePositive Influence of Hippies on Canadian Society in the 1960s.1330 Words   |  6 Pagesencouragement of feminism, and their unique fashion. Hippies held enforcing protets for their freedom, against the Vietnam war, and for enviromental issues. The police in Vancouver did not like the counterculture of hippies. There was a sit-in and the police was going to break it up but the next time over 20 000 peopole came to support them. [1] The protests against Vietnam war originally came from America, however from this picture you can see how active Canada was as well. The hippies of Canada tried

The American Civil War Interpretations of Democracy Essay

One of the most convoluted themes in history is that of the meaning of war. The American Civil War specifically offers many differing explanations as to the true cause for which over 600,000 men dedicated and lost their lives. The Civil War was particularly so, in that there was no universal acceptance of the objectives or causes of the war from either side. Leaders from the Union and the Confederacy delineated distinctly different reasons for fighting, magnifying the hostility between the two regions both before and during wartime. The Confederacy insisted that, based on overwhelming sentiments, its secession was an inevitability that was within the bounds of constitutional law. The South justified this secession and subsequent violence†¦show more content†¦However, Davis by no means implies that the Confederate States are reliant upon foreign nations for economic survival, as he explains that any lack of exchanged goods between the two nations would only â€Å"serve to di vert our industry from the production of articles for export and employ it in the commodities for domestic use† (Davis, 99). The Confederacy strove to appear both capable of acting as an independent and valuable body in an international market and also oppressed by a tyrannical national government. The South called upon the idea that they had simply attempted to lawfully and peacefully separate from the â€Å"disparaging discrimination, submission to which would be inconsistent with their welfare† of the Union that worked against their best interest (Davis, 45). Through these points, Davis sought validation of the Confederacy from European nations as a means of international legitimacy, thus strengthening their cause and power. Leaders of the Confederacy maintained that the meaning of the war was a defense of natural rights and American liberties rather than an offensive attack on the national government. In contrast, it was Abraham Lincoln’s intention to convince foreign nations that the Confederacy was merely an illegitimate rebellion, and to dissuade them from recognizing it as a separate entity from the Union whatsoever. Lincoln made a point of convincing foreign powers that the Confederacy’s supposed attempt to â€Å"lawfully†Show MoreRelatedCivil Rights : An Appearance1338 Words   |  6 PagesProfessor Roe US History 1 October 2014 Civil Rights as an Appearance The United States prided itself on personal and collective freedoms during the Cold War, despite actively denying the same inalienable rights to the African American population during that time. Mary L. Dudziak’s book Cold War Civil Rights: Race and the Image of American Democracy and Jacquelyn Dowd Hall’s article â€Å"The Long Civil Rights Movement and the Political Uses of the Past† interpret civil rights history in two compatible waysRead MoreThe Civil War Has Changed The Country987 Words   |  4 Pagesthrough the wars it has entered and how these wars have irreversibly changed the country. â€Å"The Civil War made modern America†¦ [and] we remain connected to this war† (Suri, Lecture 1). This is because the Civil War was an establishment of our nation’s beliefs and freedoms; fought to preserve the Union, this war shaped what America was and would become. The Civil War changed the notion of what liberty was, the transition from negative freedom to positive freedom is an influential aspect of American idealismRead MoreWalt Whitman Poetry Essay1685 Words   |  7 PagesWhitman’s Contribution to American Identity Walt Whitman’s portfolio of poetry was a crucial staple in the American identity. Whitman used his poetry to contribute to the evolution of self-reliance, human freedom and concepts of democracy. These influences can be seen throughout all of his poems, but more relevantly in â€Å"Song of Myself†, â€Å"For You O Democracy† and in â€Å"Live Oak, with Moss†. After analyzing these works thoroughly, Whitman has undeniably aided in the development of American identity and influencedRead MoreForeign Intervention And The Syrian Civil War Essay1501 Words   |  7 Pagessovereignty, can be used to reinforce the sovereignty of a state. Through realist and liberal judgments of sovereignty, both Russian and American intervention in the Syrian civil war can be questioned whether the force used, is justifiable by the contemporary situation in Syria. The Assad regime which has been in power since 1971 has seen recent civilian pro-democracy protests over lack of political freedom become violent which have been met with violence by government forces. (Adams, 2015) As explainedRead MoreThe Un Charter : The Violation Of National Sovereignty And Territorial Integrity Of A Member Of The Right770 Words   |  4 PagesI’m going to talk about the UN Charter. I think that some legal flaws of the UN Charter inevitably encourage the civil wars. State that influenced by Western Christianity culture often have great confusion on the role and interests of human rights and humanitarian due to religious obstacles. According to the UN Charter, collectivity benifits derive from Individualism (can be understood as human rights above sovereignty), which is actually its legal basis of existence. However, this term isRead MoreUnruly Americans And The Origins Of The Constitution1677 Words   |  7 Pagespurpose behind the book Unruly Americans and the Origins of the Constitution, by Woody Holton is to demonstrate the authors view on the true intent of the Framers when writing the Constitution. Although at first glance the book may seem to uphold the idea that the framers wrote the Constitution in order to protect civil liberties, Holton has a different opinion. To avoid a one sided book, the author not only looks at the framers intent, but the struggles facing the American people. This book emphasizesRead MoreEuropean Attitudes Towards The American Civil War1672 Words   |  7 PagesUnited States declared a state of insurrection against the Confederacy of rebellious southern states. In Europe, the ordeal was referred to as The American Question. The question could not be evaded; a choice had to be made between neutrality and intervention. European attitudes towards the American Civil War would have a significant effect on the war s ultimate outcome (Randall and Donald 355). Throughout the early months of the conflict, the reaction of Europe was of great interest to both sides;Read More An Annotation of Section 24 of Walt Whitmans Song of Myself1354 Words   |  6 PagesSong of Myself Walt Whitmans Song of Myself is a vision of the American spirit, a vision of Whitman himself. It is his cry for democracy, giving each of us a voice through his poetry. Each of us has a voice and desires, and this is Whitmans representation of our voices, the voice of America. America, the great melting pot, was founded for freedom and democracy, and this poem is his way of re-instilling these lost American ideals. In this passage from Song of Myself Whitman speaks throughRead More Constructing and Reconstructing Essay1291 Words   |  6 Pages(for relief from the recession). While citizens were behind on their taxes; states were unable to pay interest on bonds, which crippled the government operations (Hollitz, 91). The idea of Hamilton claiming that states suffered from an â€Å"extreme democracy†, the Founding Fathers establish a central government that was less responsive to the will of the popular support (Hollitz, 94). The Founding Fathers, Holton says, mistrusted th e abilities of average citizens who made up much of America’s votingRead MoreWomen Demand Democracy : The American Civil War1157 Words   |  5 PagesWomen Demand Democracy The American Civil War was fought for freedom. However, even after the war, the concept of freedom was not universally understood. Freedom remained limited for certain individuals depending on their race, gender, and different class systems. The war especially had a great impact on the country’s social and political aspects of the entire population, particularly women. Essentially, it gave women the momentum to fight for their rights. Years before the civil war, women and men

In Shakespeares Othello, Iago Carefully And Masterfully Entraps Othell Essay Example For Students

In Shakespeares Othello, Iago Carefully And Masterfully Entraps Othell Essay In Shakespeares Othello, Iago carefully and masterfully entraps Othello into believing that his wife, Desdemona, is having an affair with Cassio. He does this through a series of suggestions and hesitations that entice and implant images in Othellos head that lead him to his demise. But what is more important is, he gives Othello the motive to murder his own innocent Desdemona, satisfying Iagos immense appetite for revenge. The motive for Iagos devious plan is initially made clear in the first of Iagos three major soliloquies, in which he proclaims Othello has had an affair with his wife, Emila. And it is thought abroad that twist my sheets hes done my office. The irony behind this line is that he then says, I know not ift be true, but I, for mere suspicion in that kind, will do as if for surety. The impression this gave me after reading the complete text was that Iago is so exceedingly paranoid and insane that he will go as far as murdering, and deluding even a General into murdering his wife!Iago simultaneously conducts an equally devious plan to obtain Cassios position as lieutenant, using Desdemonas prime weakness, her naivety. He disgraces Cassio by getting him drunk so that he strikes Roderigo. Othello then discharges Cassio when he says, I love thee; But nevermore be officer of mine. How must poor Cassio have felt? To lose all he had worked for, burning gallons of mid-night oil, working up his re putation that any half-hearted human can tell he deserved. It was therefore understandable that he would fall to the mercy of Iago completely oblivious to the inevitable effects. Iago reveals his plan to the reader in his third soliloquy where he states, His soul is so enfettered to her love, that she may make, unmake, do what she list, even as her appetite shall play the god with his weak functionAnd she for him pleads strongly to the Moor, Ill pour this pestilence into his ear, that she repeals him for her bodys lust; And by how much she strives to do him good, she shall undo her credit with the Moor.The first instance of this plan comes to life in the scene where Iago gets Cassio drunk, but the crafting only begins after Cassio is dismissed. With Cassios reputation squandered O I have lost my reputation. I have lost the immortal part of myself, and what remains is bestial, Iago subsequently hooks in Cassio by taking advantage of the fact that he is in a state where he will do an ything to get his job, position and reputation back. Iago tells him to seek Desdemona to get it all back, Our generals wife is now the generalShe is so free, so kind, so apt, so blessed a disposition, she holds is a vice in her goodness not to do more than she is requested. This tells me then Iago knows Desdemona is extremely naive. So Cassio asks Desdemona to ask Othello to take him in again. Iago implants images of Cassio and Desdemona having an affair in the mind of Othello, so the more Desdemona pleads with Othello, the more he believes Iago. And the more he refuses Desdemona because of this, the more Desdemona pleads with Othello, thereby creating an inescapable knot that never ceases to tighten around all three characters. But for any of this to work, Iago first had to carefully build up trust from all characters. Being a master of deception, this was not difficult. All the constant declarations of love spoken so openly and as though thoughtlessly throughout the play would be enough to fool anyone, I think you think I love youI protest, in the sincerity of love and honest kindness. And evidently he does deceive them thoughout the play in their words:Othello : Thy honesty and love doth mince this matterMy friend, thyhusband, honest, honest Iago. .u59c1f43de4986bf978c557b9acf90101 , .u59c1f43de4986bf978c557b9acf90101 .postImageUrl , .u59c1f43de4986bf978c557b9acf90101 .centered-text-area { min-height: 80px; position: relative; } .u59c1f43de4986bf978c557b9acf90101 , .u59c1f43de4986bf978c557b9acf90101:hover , .u59c1f43de4986bf978c557b9acf90101:visited , .u59c1f43de4986bf978c557b9acf90101:active { border:0!important; } .u59c1f43de4986bf978c557b9acf90101 .clearfix:after { content: ""; display: table; clear: both; } .u59c1f43de4986bf978c557b9acf90101 { 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; } .u59c1f43de4986bf978c557b9acf90101:active , .u59c1f43de4986bf978c557b9acf90101:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u59c1f43de4986bf978c557b9acf90101 .centered-text-area { width: 100%; position: relative ; } .u59c1f43de4986bf978c557b9acf90101 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u59c1f43de4986bf978c557b9acf90101 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u59c1f43de4986bf978c557b9acf90101 .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; } .u59c1f43de4986bf978c557b9acf90101:hover .ctaButton { background-color: #34495E!important; } .u59c1f43de4986bf978c557b9acf90101 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u59c1f43de4986bf978c557b9acf90101 .u59c1f43de4986bf978c557b9acf90101-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u59c1f43de4986bf978c557b9acf90101:after { content: ""; display: block; clear: both; } READ: Defending my sports: Riflery EssayCassio : Good night honest IagoI never knew a Florentine more kindand honest. All the love and honesty Iago falsely imposes upon Othello and Cassio easily conjure them never to doubt the possibility that he could ever set either of them up in such a profound and disgraceful manner. The irony of course is that all the open declarations of love are made during conversations where Iago is deceiving other characters. One is therefore left to ponder on the naivety and innocent nature of all the characters. How can no-one see through his mask? The answer Emilia can. Iagos beloved wife, Emilia, is the one who eventually unravels her husbands masterful plan in the ultimate scene, but that is already too late, for Iago has gained his revenge with the murder of Desdemona by Othello. Another irony is that she actually failed to connect the persona she described, after Othello strikes Desdemona, with the persona of her husband. I will be hanged if some eternal villain, some busy and insinuating rogue, some cogging, cozening slave, to get some office, have not devised this slander; Ill be hanged else.What does this tell us about the relationship between Iago and Emilia? She does not seem to know her husband very well. To my mind, this is due to Iagos animal like attitude to love and life. He is very individualistic, concerned with only himself and what he wants. Very self-centered a closed door. This is made evident even in the first scene when Iago shouts up to Brabantio, an old black ram is tupping your white eweyoull have your nephews neigh to you; youll have coursers for cousins, and jennets for germans. The constant metaphoric association of animals and humans in this way portrays Iagos bestial attitude to sex. This relationship between Iago and Emilia is masterfully contrasted by Shakespeare with the relationship between Othello and Desdemona, who openly express their love and passion for each other:Othello : O my fair warrior!Desdemona : My dear Othello. Othello : It gives me wonder great as my content to see you here beforeme. O my souls joy! If after every tempest come suchcalms, may the winds blow till they have wakened death andlet the labouring bark climb hills of sea as hells fromheaven. Perpetual love and affection are contrasted with animal lustful attraction. What must Iago feel when he sees Othello and Desdemona together? The atmosphere. How his mind must associate the same atmosphere with Othello having an affair with his wife, enticing the green-eyed monster within him. It is therefore not that hard to understand the feelings that Iago feels, for it is just common jealously, which is clearly outlined when Iago finds Emilia alone in the courtyard. How now, what do you here alone? But to do this without surety, and to such great an extent is what we could much more easily describe as mad. Why does he choose the path he does? Wife for wife? But Emilia was never killed, so why must Desdemona die? In attempt to cover up, he does more than Othello ever supposedly did to him. And by putting Othello through the same feelings he himself has gone through, he does not really rid or relieve his feelings, but merely gains sadistic pleasure from brutal revenge. Mental treatment would be enforced upon such a person in todays world. Sinister and sly, I regard Iago as a cult figure for youths not to follow. That is not to say Othello is not a compelling and flawless portrayal. Generally, it can be said that it is more the function of our human imagination and unders tanding of our own nature, through which we determine Iago as being who he is.