The North Face Essay Example for Free

The North Face Essay The majority of the company’s products are sold in premium sporting goods retailers, and specialty backpacking, mountaineering, and skiing retailers. The North Face provides gear for professional and amateur athletes and enthusiasts using high-quality, technical outerwear. This company also sponsors major events to maintain and even increase its public profile. In 2010, The North Face sponsored the Ski Challenge, the Ultra Trail du Mont Blanc in France and the Lava redo Ultra Trail in the Italian Dolomite Mountains (Kennedy, 2012). The North Face has very stiff competition from well known companies such as Columbia Sportswear, and Patagonia. However they have fascinating state of the art technology to distance themselves from their competitors. Despite The North Face filing for bankruptcy in the late 90s, profits have risen by 37 percent the past year. This is mostly because of the popularity of the brand in Asia and its sponsorship for the Winter X-Games. It has earned a reputation as the ultimate, authentic outdoor brand. Their slogan â€Å"Never Stop Exploring,† has become popular amongst all athletes and outdoor enthusiasts. This outdoor apparel powerhouse has a very large and loyal fan base, and the demand for outdoor apparel is on the rise. In North America, performance outdoor apparel has grown 19% from 2004 to 2010. This trend is supposed to continue for at least another five years. As The North Face has been creating products with great quality and endurance, they plan to focus toward a greener supply chain and operations. Partnering with the blue sign sustainability standard for textile production, will help separate The North Face from their main market competitors Columbia Sportswear, and Patagonia. By looking at financial records, The North Face surpasses its second largest competitor, Columbia Sportswear, proving that it is the best in the industry. The North Face is named after the coldest most unforgiving side of a mountain, and has helped explorers reach unbelievable heights in the Himalayas. This remarkably powerful corporation is going to continue to design and provide the best for all outdoor enthusiasts, remaining on top for years to come. The North Face was chosen due to its involvement in both the sport and recreation fields. Their mission statement is â€Å"Never Stop Exploring†. Their vision statement as a business is â€Å"Our passion is beyond setting records and achieving fame. For us, its all about changing lives, not just our lives, but also, the lives of those people who inspire us to aim for extraordinary dreams† (Over 40 Years of Innovation and Exploration, 2012). For more than 40 years, The North Face has been distributing an extensive line of performance apparel, equipment, and footwear. The company’s purpose is to push the boundaries of innovation so their customers can push the boundaries of exploration (Over 40 Years of Innovation and Exploration, 2012). The North Face is extremely proud to be the first choice of equipment and apparel for the world’s most accomplished climbers, explorers, and winter sport enthusiasts. In 1966, Douglas Tompkins and Kenneth Klopp founded The North Face in San Francisco’ North Beach neighborhood. They chose this name of their equipment retail store because the north face of a mountain in the northern hemisphere is generally the most difficult face to climb (Our Story, 2011). By 1968, The North Face was designing and manufacturing its own type of technical mountaineering apparel and equipment. By the end of the 1980s The North Face became the only supplier in the United States to offer a comprehensive collection of high-performance outerwear, skiwear, sleeping bags, packs and tents (Our Story, 2011). The North Face brand was created to give customers exactly what they need and they are concentrating on creating environmental friendly and high sustainability products. They wanted to give the customers huge satisfaction and build trust between them and the brand. By using products, which support better performance and comfort at different locations and climatic conditions, creates a long-term relationship with the customers. In the past innovative product design and consistent development and introduction of new products have always been North Face’s greatest strengths. In 1975 North Face introduced a standard in the outdoor equipment industry with its geodesic dome tent. This design became the standard for lightweight, high-performance tents used in high-altitude and polar expeditions (Our Story, 2011). The geodesic dome also became very popular for general backpacking and camping as well. The same year North Face also introduced another original, sleeping bags incorporating shingled construction of synthetic insulation. Like the dome tent, these sleeping bags have become the industry standard (Our Story, 2011). An â€Å"extreme skiwear† line was later introduced which involved a complete line of severe cold weather clothing. By the late 1980s North Face were the only manufacturer and distributor in the United States of a comprehensive line of premium-grade, high-performance equipment and apparel used in mountaineering, skiing, and backpacking (The North Face Inc, 2009). Currently, Geoffrey D. Lurie leads The North Face team as Chief Executive Officer, and Director (Company Overview of The North Face, Inc. 2011). The North Face is owned by VF Corporation, who is lead by the team of Eric C. Wiseman and Robert K. Shearer (About VF Management Team, 2012). The VF Corporation is a leader in branded lifestyle apparel including jeans wear, outdoor products, image apparel, sportswear and contemporary apparel brands. The principal products and services offered by The North Face are men, women, and children outdoor apparel for hiking, cold weather climates, running, rock climbing, and camping. They offer equipment such as tents, sleeping bags, back packs, and kits for rock climbing, and camping. They offer services such as events throughout the year that give their customers opportunities to enjoy the outdoors while also getting to know the brand. Today, The North Face offers a wide variety of products like outdoor equipment such as thermal tents, and climbing tools. They are very famous on college campuses these days with their outer wear ranging from their jackets to winter hats and gloves. These products meet customers’ needs and wants by providing quality winter and hiking gear. The North Face touches customers emotionally by satisfying their technological needs. Every product they make is made with the thought that â€Å"each consumer is an explorer and they require a product with high quality, comfort and something they would value for the long–term† (Our Story, 2011). They value their customers and stick to their company values of using high quality fabric, testing their products endlessly, and constant improvement (Our Story, 2011). The demand for The North Face products will definitely increase in the future. Global demand for performance outdoor apparel worn by individuals taking part in sports pursuits is outpacing other sectors of the total active sportswear market, according to a new report from just-style, with growth set to soar by 22% over the next six years†(Smith, 2011). In North America, performance outdoor apparel has grown 19% from 2004 to 2010. This trend is supposed to continue for at least another five years. Europe is suppose to have a predicted 18% increase within the next 5 years (Smith, 2011). Outdoor apparel will be very successful in the developed world, but in third world countries they will hardly grow at all. In the past, outdoor retail products were seen more as a luxury rather than a necessity. Lucky for The North Face, the economy hasn’t really impacted the company as a whole compared to the industry in general. The North Face is classified as a â€Å"premium brand†, thus targeting â€Å"high educated individuals†. New stores have continued to open, and plans to grow and expand are emphasized each day. Just like any organization, The North Face has high objectives in regards to their products and services. One objective is to improve the brand value perception from 65% to 85% by the end of the year (2010 Sustainability Report, 2010). Based on a survey that was conducted, 65% of the respondents think that they are getting a great value out of The North Face Products for the amount they pay. Whereas another survey shows that the brand is not too affordable. Another objective for The North Face is to increase customer loyalty from 68% to 85% by the end of 2012 (Over 40 Years of Innovation and Exploration, 2012). Based on the brand research, they found out that only 74% of The North Face customers are more likely to buy its products again. Finally, The North Face plans to expand the product offering of the company from 4 to 6 activities. Their newest targets include runners and bikers. After conducting a survey with their customers, The North Face found that the top activity that respondents participate in, other than hiking, are biking and running. Therefore, The North Face wants to include more gear to accommodate this new market of runners and bikers. In order to reach its goals, The North Face plans on taking steps in order to meet its objectives. To achieve its goals, The North Face plans on creating strong awareness campaigns that emphasize the product technology and value of the products in order to decrease the perception of having prices way too high for a said product (2010 Sustainability Report, 2010). In order to increase customer loyalty The North Face Plans on developing more community outreach programs to engage customers. A simple solution is in place for the running and biking market, just simply begin developing products for that target market. The use of advertisements will help The North Face keep in touch with the customers and constantly remind them of product’s positive values (Over 40 Years of Innovation and Exploration, 2012). Maintaining long-term relationships with happy and satisfied customers will encourage them to continue buying the products. The technology used to make The North Face products is blue sign approved fabric. The blue sign standard guarantees that along the entire production chain products only contain components and pass through processes that are harmless to people and the environment (The Board Room Eco Apparel Environmental Standard, 2012). By supporting the blue sign standard, The North Face can focus not only on creating high performing, quality products but also on assuming greater responsibility for our consumers and the environment by minimizing the ecological impact of their supply chains (Product Responsibility, 2010). In addition to working with their primary suppliers, The North Face works hard to influence additional supply chain partners to partner with the blue sign system in 2010. Viewing the macro-environment surrounding The North Face is very interesting. Many factors influence the production of products, sales, and innovation. Social trends include brand popularity as well as possible body image and health issues. Everyone wants to fit in with the new styles, therefore with The North Face on the rise; sales will increase and become popular among customers. Since The North Face promotes healthy living, healthy lifestyles among consumers will become a huge trend with trying to stay in shape and avoiding obesity. Politically and economically, healthcare bills could determine if people would venture out and do adventurous activities with risk involved. Higher taxes and unemployment rates will pose a huge threat to The North Face due to its high prices. Currently, natural trends that are being used include the use of blue sign fabric technology explained earlier and finding innovative ways to recycle and reuse resources for future products. Technological trends that are being used include partnering with the most innovative leading materials engineers. With this partnership, The North Face creates the technically advanced fabrics needed to develop clothing and equipment that meet their high standards (Our Research, Design ; Development Process, 2011). One great example is the partnership with W. L. Gore, who helped design PacLite, â€Å"the most compressible, lightest weight GORE-TEX shell fabric available† (Our Research, Design ; Development Process, 2011). As The North Face has been creating products with great quality and endurance, they plan to focus toward a greener supply chain and operations. At least 65 percent of the fabric it uses to conform to the blue sign sustainability standard for textile production by 2015 (Guevarra, 2011). After two years of working with major suppliers to apply blue sign guidelines, 27 percent of the fabric used in The North Face products meets the standard (Guevarra, 2011). The further upstream we go, the more impact we have on [easing] the environmental impacts,† Adam Mott, corporate sustainability manager for The North Face (Guevarra, 2011). With that being said, the greatest benefits result by improving the sourcing and manufacturing of prime materials that are used in its products. The North face customers are usually single middle-middle or upper-middle class people, whose main occupation is teaching or having part time summer jobs. They are college or professional customers between 25 to 45 years old (Demographics of The North Face, 2012). Their income ranges between $40,000 to $60,000 dollars. They are consistent users with heavy frequency of purchase and conduct searches on the Internet (Demographics of The North Face, 2012). Surveys and studies show The North Face customers are interested in running in marathons and also environmentally aware. They enjoy being independent and typically purchase high performance products (Demographics of The North Face, 2012). The company targets prospect customers who are trying to explore new locations for outdoor activities like running. The customers are generally people who are trying to fit in the new environment or society. The North Face has very stiff competition from three major well known companies such as Patagonia, Columbia Sportswear, and Nike. Patagonia and Columbia Sportswear are in the same category of â€Å"outdoor† lifestyle brands, and Nike on the other hand targets a much larger variety of customers. Patagonia’s mission statement states: â€Å"Build the best product, do no unnecessary harm, use business to inspire and implement solutions to the environmental crisis† (Our Reason For Being, 2012). Founded by the mountaineer Yvon Chouinard, Patagonia, like The North Face, is a company that is deeply committed to preserving the earth and creating sustainable products. In 1972, Yvon Chouinard developed the idea of going green mountain climbing after finding out that the climbing gear his company manufactured damaged cliffs (Beginnings and Blacksmithery, 2012). Chouinard later developed aluminum chocks to replace the steel climbing gear. The Columbia Sportswear Company is positioned directly against The North Face and Patagonia. While The North Face and Patagonia target the extreme outdoor adventurers, Columbia Sportswear appeals more to the casual outdoor enthusiast. They believe that â€Å"the outdoors isn’t all about remote expeditions or climbing the world’s highest mountains. Anyone can enjoy the outdoors† (Columbia’s History, 2012). They are definitely aiming to sell to a much larger crowd of customers compared to Patagonia and The North Face. Columbia Sportswear is sold in over 100 countries worldwide. They use state of the art technology known as Omni technology, which focuses primarily on comfort focuses on comfort (Omni-Technology, 2012). Core technologies serve the following functions: thermal comfort, water repellent, lightweight, advanced traction, sun protection, advanced evaporation, advanced cooling, waterproof and breathable (Omni technology, 2012). Nike is the world’s leading supplier of athletic shoes and apparel. Each product line they offer is branded such as, Nike Golf, Nike Pro, Air Jordan, etc. Nike’s marketing and branding strategy is a key component to their huge success. Nike’s logo, â€Å"The Swoosh†, is one of the most recognizable logos in the entire world. They target the mainstream athletic crowd with their apparel, commercials and sponsorships. Competitively, all four companies have incredibly strong cultures and each has their own sets of strengths and weaknesses. Out of these sport and recreation apparel powerhouses, Patagonia, is the most serious threat to The North Face. However The North Face has some unique features that gives it an advantage over Patagonia and the rest of its competition. The North Face is a very trendy brand, and very popular with college students. It is available in thousands of retails stores for easy access, creating more of a mass market appeal. trendy brand of the two, hugely popular among college students and widely available nationwide in thousands of retail locations. Thus, The North Face has more mass-market appeal. On the other hand, Patagonia only has a handful of retail locations in areas that aren’t as populated. This happens to be part of their marketing strategy. The North Face’s marketing strategy is to focus on the athlete and their performance in The North Face gear. Patagonia focuses more on the clothing it sells, not the model. They place an emphasis on the fabric technology that they use in their marketing and only display their clothing on their website and catalogs. This is an area where both of these companies could improve on. North Face as a whole company is financially healthy. This is determined through the financial ratios provided by the annual report of V. F. Corporation for the year 2012. The North Face is a subsidiary to the VF Corporation and is represented as the stock symbol VFC on the New York Stock Exchange. In order to determine The North Face’s health, profitability ratios and its subcomponents were analyzed. Profitability ratios show the business’s ability to generate revenue as compared to its expenses and other relevant costs incurred during a specific period of time (Profitability Ratios, 2012). These ratios include profit margin, return on assets, capital structure, and return on investment. The North Face’s financial ratio for profit margin is 47. 9%. This was determined by taking the net income, dividing it by the corporation’s revenue, then multiplying the quotient by one hundred. The return on assets is 9. 5% which is determined by taking the company’s net income and dividing it by their total assets. The capital structure of the North Face is 24. 3%. To calculate the capital structure, you must take their long term debt, and divide it by shareholders equity plus their long term debt. Calculating the return on investment, you must take the gain from interest; subtract it by the cost of investment, then divide by the cost of investment. The North Face’s return on investment is 14%. The current accounts payable is $868,870,000, current ratio is 1. 91%, the working capital is 1. 2B, and their long term debt is 1. 83B (VF Corporation, 2012). The North Face company is healthy because their working capital is only 300 million less than their long term debt and they have a positive $868,870,000. 00 accounts payable balance. Financial records were not available for Patagonia, The North Face’s top competitor. Columbia Sportswear, The North Face’s second largest competitor, financial ratios were looked at instead. Columbia Sportswear as a company is also financially healthy. This is determined through the financial ratios provided by the annual report of COLM for the year 2012. Specifically we focused on the profitability ratios and its subtopics to determine the health of the company. Their financial ratio for the profit margin is 46%, ratio for return on assets is 7. 5, capital structure -5%, return on investment is 9. 6%, accounts payable is $148,700,000, and their current ratio is 3. 9% (Columbia Sportswear Company COLM, 2012). The North Face exceeds Columbia in all four categories. The North Face’s profit margin is 47. 9% compared to Columbia’s 46%. In return of assets, The North Face comes out on top with 9. 50% opposed to Columbia’s 7. 5%. The North Face’s capital spending is at 24. 0%, way above Columbia’s -0. 05%. In the fourth and final category, return on investment, The North Face closes it out with a 14% to Columbia’s 9. 60%. These ratios are so different because The North Face is more successful and sells more inventory than Columbia. They also get a much larger market draw. The North Faces product and clothing line is helping the company meet its objectives. This is because they are very successful and have nearly a 50% profit margin. In conclusion, The North Face, part of the Vanity Fair Corporation, was founded in 1966 later opening its first retail store in 1968. The company, located in San Leandro, California, brings the most technically advanced products in the market to accomplished mountaineers, climbers, skiers and explorers. The majority of the company’s products are sold in premium sporting goods retailers, and specialty backpacking, mountaineering, and skiing retailers. The North Face provides gear for professional and amateur athletes and enthusiasts using high-quality, technical outerwear. Their slogan â€Å"Never Stop Exploring,† has become popular amongst all athletes and outdoor enthusiasts. This outdoor apparel powerhouse has a very large and loyal fan base, and the demand for outdoor apparel is on the rise. As stated earlier, in North America, performance outdoor apparel has grown 19% from 2004 to 2010. This trend is supposed to continue for at least another five years. As The North Face has been creating products with great quality and endurance, they plan to focus toward a greener supply chain and operations. Partnering with the blue sign sustainability standard for textile production, will help separate The North Face from their main market competitors Columbia Sportswear, and Patagonia. By looking at financial records, The North Face surpasses its second largest competitor, Columbia Sportswear, proving that it is the best in the industry. The North Face is named after the coldest most unforgiving side of a mountain, and has helped explorers reach unbelievable heights in the Himalayas. This remarkably powerful corporation is going to continue to design and provide the best for all outdoor enthusiasts, remaining on top for years to come.

Causes And Effects Of The Amer :: essays research papers

Causes and Effects of the American Civil War Introduction-   Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  The American Civil War began on April 12, 1861 when General Pierre Beauregard opened fire with 50 cannons on Fort Sumter. This marked the beginning of one of the longest and bloodiest wars in American history. It was also the only war that took place fully on American soil. The entire war lasted four years and claimed over 620,000 American lives with many more injured. Causes-   Ã‚  Ã‚  Ã‚  Ã‚  Many people attribute the cause of this war to the abolishment of slavery and although that was one of the major catalysts in starting the war it was not the main cause behind the war starting. The main cause to the war starting was tat the south was â€Å"sick and tired† of the federal government meddling with the governing of individual states. The states thought that the government â€Å"meddled† too much in the affairs of individual states. The abolishment of slavery was just the excuse the south was looking for to secede from the union and form its own government placing the majority of the governing power in the states and not in a central government. An excellent metaphor for the cause of the war, which I found on the net, is to say that the causes were like a â€Å"Wagon Wheel.† The central hub of the problem being the problem of states rights. This was the central cause behind the war. The spokes of the wheel being either real or perc eived problems of the south such as unfair laws, injustices, etc. Now just having these problems doesn’t make a wheel i.e. a war, you still need the rim of the wheel. The rim in this case was slavery. The reason why this caused the south to secede was because the south’s economy was based upon the backs of slaves. The upper class politicians, the majority of whom were plantation owners, thought they would be devastated by having to pay the slaves. Effects-   Ã‚  Ã‚  Ã‚  Ã‚  The war had some major and long lasting effects. Not the least of all was the instatement of a nation wide ban on slavery setting all the slaves free. A good deal of the former slaves kept on working for the plantations, except this time they were paid. The plantation owners did not, for the most part, suffer as much as they thought they would as a result of this law.

Comment on how Baz Luhrmann uses video Essay

â€Å"Romeo and Juliet,† is a play written by William Shakespeare in the late sixteenth century â€Å"in fair Verona. † This is an ultimate love story between the only children of two powerful enemies â€Å", both alike in dignity†¦ † These two households bear an â€Å"ancient grudge. † Within this hate â€Å"Romeo and Juliet’s† love cannot survive, and they are driven by this hate to death. From this 1595 classic play, Baz Luhrmann got the job of wielding it in to a twentieth centaury blockbuster. He did this by using many different techniques, and even though he keeps the original dialogue, he changes many classic features of the play to give this modern feel to it. Such as horses to cars, Swords to guns and villages to cities are several examples. As the film starts, the opening shot is of a modern day television. It is shown speaking as a newsreader, speaking as a chorus would on stage, giving background knowledge to the audience watching. This television reflects Luhrmann’s modern setting, showing how the film will be set, rather than the one in which the written play was set. The TV represents the media, as our main source of information. Just as the chorus would be, stood on stage, addressing the audience, giving them required information. The headline upon the TV reads â€Å", Star-crossed lovers,† and above a picture of a ring split in two, showing both the themes of love and hate. How the pair had love enough to marry, though within their families there was hate enough to drive the couple to take their lives. Their love was doomed to die, the ring shows how they could not be together as reflected in one of the chorus’ lines â€Å", death marked love. † One extremely short though effective camera shot, zooms down the middle of a main street, with many high raised buildings, until focusing upon a large statue of Christ. Showing that religion will play some part within the play/film. Here loud dramatic music kicks in. This music tells us that the play is going to be very powerful and dramatic. The chorus’s first line appears white upon black, â€Å"in fair Verona. † White and black are usually associated with good and bad. Showing two main features of the film. Again the image of Christ’s face appears, a close up camera shot, recoiling to show two large skyscrapers dominating the skyline. Each bearing separate names, Montague and Capulet, showing the large gap between them, they are different. The sheer size of the buildings tells us they are wealthy families, but separate. The statue of Christ is stood in the middle, showing again the religious society in which the film is set. Still with the dramatic music playing building up aura, images of police vehicles- cars and helicopters burn across the screen. Quick images. Images of conflict, linking the families with violence and ultimately the law. The music quietens, though still strong and menacing, as a voice over man speaks the same lines as already spoken by the ‘chorus. ‘ Now the images are shown slower, â€Å"two households both alike in dignity†¦ † showing the two families, again separated by Jesus, sour looks upon the head’s faces; hate and malcontent, though smiles upon the children’s; happy, contented faces, with no worries. Leading on to images of flames, representing hell, hatred and death. Headlines of newspapers flash upon the screen, linking again with the theme of the media and the modern setting. Showing there must be public interest in the growing feud between the two families, and again highlighting the conflict between the two families. Extremely short images are shown of police helping civilians escape the troubles caused by this abhorrence between the Montague’s and the Capulet’s. The music had died down up until the point of â€Å"take their life,† where it picks up again adding atmosphere and letting the audience know there is great tragedy within the film. Another modern technique is then used. Just as characters on television programs are introduced or how western wanted posters are displayed, some of the main characters are initiated. These images build great suspense though shows a building power within the play/film. Two important images from later on in the film flash upon the screen, though they are very insignificant at this point, just adding suspense and wonder at this early stage. The music reaches a peek as the now familiar words of the prologue flash upon the screen. The words white on black, suspense, power, the words showing love, lust, hatred and tragedy. Followed by random images shooting across the screen, fireworks, choir boys singing in a loud wild fashion. Guns, characters, light and dark images showing good and evil. Loud bangs of gunshots, police helicopters, blood, raging images demonstrating excitement and apprehension to the audience. Now with the music at a climax, the words in bold print of â€Å"Romeo + Juliet† linger upon the screen. The â€Å"+† in blood red symbolising bloodshed and conflict, it is also shaped like a cross, to continue the religious theme of the film. The words are white upon black, illustrating good and evil. Here the music changes and a bouncier, more funky, modern tune kicks in as â€Å"the boys† come on to the screen. These three wear brightly coloured shirts- reds and lime greens, indicating good and ‘to me’ fun. Though with the first line spoken you realise the Montague boys hate the Capulet’s. â€Å"The boys† are presented whizzing down a highway in an expensive looking yellow convertible, again suggesting warmth and fun. They are cool, with open shirts, brightly coloured hair, shades on heads and tattoos over their bodies. They are excitable, casual and looking at them they would not pose any threat. The car has a personalised number plate, â€Å"Mon-005, Verona beach† again showing wealth. The camera shot is at the front of the car as it comes in to the gas station, here there is a sound of screeching tyres, the piping of horns and basically excitable boyish behaviour. â€Å"Benvolio- Romeos cousin† does not come across as uncompromising, he tries to detach himself from the quarrel between the two families â€Å"masters. † Where as the other two â€Å"Montague boys† are very eager and want to be involved this is sown in their faces as a face close up is shown. Here Benvolio turns and another facial close up is shown, his face twisted almost looking in disgust as he turns and walks away. Here the camera turns moving across to another pump as an expensive looking blue car pulls calmly in to the station. Blue suggesting coldness and the slow speed suggests that the driver is not excitable like the Montague boys but serious. The music suddenly changes from hip to a western style tune as another personalised number plate is shown † Cap-005, Verona beach. † The camera is swung around with a whooping sound and rests upon a close up of the bottom of the car door opening and a pair of western style cowboy boots stepping from the car. Here the frame freezes on the boot touching the ground, Cooley and calmly and in this freeze frame he displays the words â€Å"The Capulet boys† with western style music playing to continue the western style theme. The boots walk away through a door the sound of spurs following, tension building as the camera shot moves again from the western boots to shoes and tights and the giggling of little girls over the western music. Leading back to more dark cowboy boots with spurs. The shoes belong to a Nun with a class of children and each side of their people carries resides a car of each of the two families. The two families torment the nun and her party in a very cocky sort of manor, exceptionally intimidating. So as the nun and her party speeds away to escape further torment, the two families are revealed to each other for the first time. The fun and idiocy of the Montague’s turns to fear, as â€Å"Abra-Capulet† is revealed. Here another facial close-up is shown. Abra wears dark menacing colours (oranges, blacks and reds- colours associated with hell. ) He has a goatee beard an earring and a silver chain with cross hanging around his neck. He has the look of a typical gunslinger, someone who could be extremely dangerous. The music is now changed, as a more electric tune plays more menacing and threatening than before, highlighting the danger of this man. Fear is shown in the Montague’s faces, shocked by the appearance of a known enemy. This man alarms them and with this abrupt entrance one of the boys makes a quick movement to reveal the butt of his pistol. A fast frightened movement, followed by the facial shot of a frightened face and the sound of a reluctant gasp, signifying the fear and tension between the two families. Here there is a shot of the face of Abra moving down his body and showing the slow movements of his hands to reveal the butt of his own pistol, engraved with the word Capulet, just as the Montague’s gun was engraved with the word Montague, reflecting wealth yet again. The movements are menacingly slow, so calm and cool. Then suddenly a loud hissing sound like a serpent as Abra snarls revealing the word sin engraved on a silver plaque on his teeth. The camera is at a straight close up angle. The shot is both threatening and frightening. Here all the sounds stop as the Montague’s sink back in to the car relieved that no harm has come to them. Though the Capulet’s are amused by the impression they have made upon the Montague’s and laugh profusely showing they do not feel threatened at all by their presence but take them more as a joke than any thing else. The Montague’s took this wind up a little too lightly and decide to make a second move. Here one of the Montague’s bites their thumb at the Capulet’s. This is shown as a close up with a silly sound coming from the mouth of the offending Montague. Now there is anger and hate starting to show as the montages reverse the car, with the noise of screeching tyres, and the sound of a quick furious sounding, loud blast of music showing anger. The caplets sling loud though slow angry words at the Montages who return fast frightened words trying to calm the situation. Though as the camera shot goes to the toilet door, the quick shocking music picks up again and Benvolio appears-an image of a peace maker leading to a close up of Benvolio’s gun with a change back to western music. Here with gun drawn, a close up of Benvolio’s apprehensive face fills the screen and silence falls. Here only the sound of an old creaky sign is heard blowing in the wind, un-nerving Benvolio further and continuing the western theme. The camera swizzles around to an image of a close up cigar being lit and a match being dropped to the ground by â€Å"Tybalt-the prince of cats. Juliet’s cousin† Landing close to his feet, though still burning. The music playing slowly and quietly, adding tension and atmosphere. Now there is a major close up of tybalts face. He has the look of the devil, slick black hair with tiny matching beard. He has pointed teeth that only a close up would enable us to see properly. He wears the colours of the devil, Reds and blacks showing hate, fire, torment and death. Also his face shows no fear, no feelings but pure untamed hate. He is just so slick and calm and as he speaks, there is a close up on his eyes. These ooze confidence and hold great hate and rage towards the Montague’s. The camera then focuses on Benvolio’s eyes, which are the complete opposite to Tybalt’s. His eyes show a great fear of the other man, apprehension. All adding tension to the opening scene. On a half of body shot, Benvolio is seen putting away his sword (which in this 1997 film s actually a gun,) and in an effort tries to avoid conflict by stating â€Å"I do only to keep the peace put up my sword. † His voice shaky in the eerie silence. Then another facial close up on Tybalt, as he says, â€Å"Peace, peace, I hate the word. As I hate hell. All Montague’s. And thee. † With no quivers only confidence and raw hate. The burning match is finally stamped out with the sound of the metal healed boots grinding at the concrete ground. This long gap between lighting the match and putting it out shows a great danger. This man means something; he alone stands for power and danger. Now a small boy, symbolising innocent bystanders at the market place, interrupts the silence. The boy just playing, shouting â€Å"bang, bang† triggering the attack. Tybalt draws, the music screeching. The shot looking up the barrel of tybalt’s gun as the word â€Å"bang† is said again. Showing he is willing to harm fellow citizens if need be. Now there is a range of many different camera shots, with electric music playing in the background. Tybalt does a lot of flamenco style movements, flowing, professional movements, as though he was fluent and skilled in the art. Very dramatic and serious movements, with no fear of being harmed. The Montague’s begin to try to fight back, though not really succeeding. They are frightened; you can see it in their eyes. Tybalt moves almost fashionably, where as the Montague’s don’t really know what to do. They shoot, showing no passion or drive. Unlike Tybalt who shows both. Tybalt is calling the shots, and in a swift movement he throws down his coat and fits an aiming device. Kissing his gun with a loving passion. People are running, frightened. The Montague’s flee, leaving Benvolio and Tybalt in the petrol station. Music still flaring giving added depth to the scene, petrol covering the ground. Tybalt zooms on to one of the fleeing Montague’s, taking the shot, and injuring him. The camera looking down the guns barrel as the shot is fired, pointing into Tybalts eyes. With a flickering smile he drops the cigar from his mouth, landing in a pool of petrol and igniting it immediately, which during the whole scene showed how contented he was with conflict. Here Benvolio flees with Tybalt in pursuit. The flames escalate, symbolising the devastation to come. The flames show hate and anger. Every body around is affected by the fighting as symbolised by the flames. Affecting people’s livelihoods, every body is effected by these civil brawls. There is very dramatic music playing now, escalating the feeling of hate and friction between the two families. A poster is shown burning, once stating â€Å"Montague’s and Capulet’s 2nd civil brawl. † This shows that it is over; hate has ended that, and born a third brawl, more powerful than the previous ones. A sign is also shown burning, â€Å"Add more fuel to your fire. † Showing that the public are affected, and that hate is the road to all evil’s, symbolising the devil and hell. The camera follows the flames upwards showing things will get worse, still with the music blasting. It moves up and through the smoke screen, the two houses can be seen dominating the skyline, with the image of Jesus between them. Still looking extravagant and wealthy after the brawl. Nothings really changed. The fire is burning as strong as their hate, causing public panic and confusion. Now short images are shown of police helicopters and vehicles flying between and around the towers and statue. The music still blearing. Shots are shown from alternate angles showing news reporters reporting the third civil brawl, again linking with the media. Ted Montague (the father-head of the house) rushes to the scene in his limo with registration plate being â€Å"Montague, Verona beach. † Again representing wealth and power. Once more fast flickering shots are shown of the fleeing public, panic stricken, confused. Police swarming to the scene in different kinds of vehicles now, and here with the music breaching a climax the shots slow down and return to facial close-ups. Tybalt and Benvolio are screaming at each other hate in their eyes, with no more fear left in Benvolio’s body only hate. Cars spread upon the road, utter havoc breached by the two feuding enemies. Guns are pointed at the couple from air and ground. They have no choice but to both walk forward and admit defeat, dropping their weapons to the ground. There is no music now just a loud ‘boom’ as the weapons fall. Adrenalin at an ultimate climax for anybody watching. The range of shots along with the series of different sounds and music create an unforgettable opening, showing many of the different themes and aspects of the play/film to anybody watching.

What Are Plant Systemics

Plant systematics is a science that includes and encompasses traditional taxonomy; however, its primary goal is to reconstruct the evolutionary history of plant life. It divides plants into taxonomic groups, using morphological, anatomical, embryological, chromosomal and chemical data. However, the science differs from straight taxonomy in that it expects the plants to evolve, and documents that evolution. Determining phylogeny - the evolutionary history of a particular group - is the primary goal of systematics. Classification Systems For Plant Systematics Approaches to classifying plants include cladistics, phenetics, and phyletics. Cladistics:Â  Cladistics relies on the evolutionary history behind a plant to classify it into a taxonomic group. Cladograms, or family trees, are used to represent the evolutionary pattern of descent. The map will note a common ancestor in the past, and outline which species have developed from the common one over time. A synapomorphy is a trait that is shared by two or more taxa and was present in their most recent common ancestor but not in earlier generations. If a cladogram uses an absolute time scale, it is called a phylogram.Phenetics:Â  Phenetics does not use evolutionary data but rather an overall similarity to characterize plants. Physical characteristics or traits are relied upon, although the similar physicality can reflect evolutionary background as well. Taxonomy, as brought forth by Linnaeus, is an example of phenetics.Phyletics:Â  Phyletics is difficult to compare directly with the other two approaches, but it may be considered as the most natural approach, as it a ssumes new species arise gradually. Phyletics is closely linked to cladistics, though, as it does clarify ancestors and descendants. How does a plant systematicist study a plant taxon? Plant scientists can select a taxon to be analyzed, and call it the study group or ingroup. The individual unit taxa are often called Operational Taxonomic Units, or OTUs. How do they go about creating the tree of life? Is it better to use morphology (physical appearance and traits) or genotyping (DNA analysis)? There are benefits and disadvantages to each. The use of morphology may need to take into account that unrelated species in similar ecosystems may grow to resemble one another in order to adapt to their environment (and vice versa; as related species living in different ecosystems may grow to appear differently). It is more likely that an accurate identification can be done with molecular data, and these days, performing DNA analyses is not as cost prohibitive as it was in the past. However, morphology should be considered. There are several plant parts which are particularly useful for identifying and segmenting plant taxa. For example, pollen (either via the pollen record or pollen fossils) are excellent for identification. Pollen preserves well over time and is often diagnostic to specific plant groups. Leaves and flowers are often used as well. History Of Plant Systematic Studies Early botanists such as Theophrastus, Pedanius Dioscorides, and Pliny the Elder may very well have unwittingly started the science of plant systematics, as each of them classified many plant species in their books. It was Charles Darwin, however, who was the main influence on the science, with the publication of The Origin Of Species. He may have been the first to use phylogeny, and called the rapid development of all the higher plants within recent geological time an abominable mystery. Studying Plant Systematics The International Association for Plant Taxonomy, located in Bratislava, Slovakia, seeks to promote botanical systematics and its significance to the understanding and value of biodiversity. They publish a bimonthly journal devoted to systemic plant biology. In the USA, the University of Chicago Botanic Garden has a Plant Systematics Laboratory. They seek to put together accurate information about plant species so as to describe them for research or restoration. They keep preserved plants in-house, and date when they are collected, in case that is the last time the species is ever collected! Becoming A Plant Systematicist If you are good at math and statistics, are good at drawing, and love plants, you just may make a good plant systematicist. It also helps to have sharp analytical and observational skills and to have a curiosity about how plants evolve!