Analysis on Business Marketing Free Essays

â€Å"Everything is worth what its purchaser will pay for it. † This phrase was said many centuries ago and is still worth today. Any time customer, in fact these customers whose costs are driven by what they purchase, increasingly look to purchasing as a way to increase profits and thus pressure suppliers to reduce prices. We will write a custom essay sample on Analysis on Business Marketing or any similar topic only for you Order Now A good example beside the one in the article is when you are going to buy a car and you start searching about what car dealer is the best for you to buy yours. How can you decide which of the dealers it’s the best for you, it is a good question. A growing number of suppliers have created a customer value models, that is no more than data-driven representations, of the worth in monetary terms, of what the suppliers are going to could do for its customers. I have been talking about values, but what they are and what values are in business is what I’m going to explain right now. In business market values are the worth in monetary form of the technical, economic, service and social benefits any customer receives in exchange for the price it pays for a market offering. An example of value in monetary term is dollars per unit, guilders per liter, or kroner per hour. On the other hand, benefits are no more than in which any costs a customer incurs in obtaining the desire benefits, except for purchase price, are included. And finally value is what a customer gets in exchange for the price it pays. In fact, value is one of the two elemental characteristics of marketing offer; the other one is price. Field value assessments that is the most commonly and accurate method used to build customer value models. This value is used to collect data about customer value models. However, if the field value does not work suppliers use direct and indirect survey question and focus groups. As everything in our life, the first time you do something is the most difficult. To get started with the customer value model the first thing a supplier need to do is to put together the right kind of value research team. In this team should be included the people with the product, engineers in the specified field, and people with marketing experience. This last option is very important because it is really important to have people who know the customer way of thinking. The next step is to know the right market segment. Knowing this, the suppliers create a base with at least twelve customers to build an initial value model. Then it is a good time to generate a comprehensive list of value elements. These elements will be the one that affects the costs and benefits of the offering in the customer’s business. The elements could be technical, economic, service or social in nature and will vary in their tangibility. But suppliers have to be very carefully on checking which elements left out, especially those that might make the suppliers’ market offering look unfavorable next to the next-best-alternative offering will undermine the projects credibility. By knowing as many elements as possible the team will be able to determine more accurately the difference in functionality and performance its offers provides relative to the next-best-alternative. Most of the time the customers do not know that they have the data information that the suppliers are looking for. Some time the only way to find this data is for the team members to ask around until they come across the person who knows where to find the information. These teams also need to be creative in finding other sources of information. Independent industry consultants or knowledgeable personnel in the supplier company can be good sources of initial estimates. The comfort with which team can establish monetary estimates for its value elements will vary. Actually, most suppliers do not even attempts to assign monetary amounts to social elements. Instead, they put those elements and discuss them with the customer in a qualitative way after presenting quantitative results. An example of this is the Qualcomm Company, that not assign monetary amounts to many less-tangible elements but still includes them in its analysis as â€Å"value placeholders. † In any field value assessments, the suppliers will find that some assumptions must be made in order to complete an analysis. It is critical to suppliers to be explicit about any assumptions it makes. If a customer does not know how or why the team assigned a certain value to an element, the supplier’s credibility will be compromised. After building the initial value model the suppliers should validate it, by conducting additional assessments with other customers in the market segment. Doing this the supplier will also learn how the value its offering provide varies across kinds of customers. The supplier will also need to create value-based sale tools. One common sale tool is a value case history, which is no more than written accounts that document the costs savings or added value that a customer receive from its uses of a supplier market offering. Now it is a good time to put an understanding of value to use. A good way to do this is using the supplier knowledge to tailor supplementary service, programs and systems in its current market offering and to guide the development of new offerings. A company’s ability to manage flexible markets offerings successfully rest on its understanding of the value each component of an offering creates as well as its associates cost. Identifying and eliminating value drains result in better allocation of resources and improved profitability. Gaining customer is another of the steps of this project. Knowing of how the market offers specifically deliver value to customer enables suppliers to craft persuasive propositions. By providing evidence to customers of the company’s accomplishments, suppliers demonstrate their trustworthiness and commitment to customers. In this way customers feel more self-confident with the company they are doing business with. Understanding value in business is the essence of customer value management. It is also good for delivering superior values and obtain an equitable return for it. Now are you ready to choose your car’s vendor. How to cite Analysis on Business Marketing, Essay examples

Cloud Base Electronic Health Record Systems -Myassignmenthelp.Com

Question: Discuss About The Cloud Base Electronic Health Record Systems? Answer: Introduction: Headspace is an Australian company dealing with the mental problems of the young generation. The term "cloud-based" denotes the resources, services, and applications that are available to the users by Internet. The project at Headspace has been seeking the cloud-based solutions that are investigated in the report. The various relevant aspects of the cloud-based solutions are identified here. At first, the report describes the non-functional requirements. Next, it has reviewed the cloud-based solutions. Lastly, the relevant SDLC approach is deduced. The Non-functional requirements: Various efficient, innovative applications have been failing and breaking in the market. This happens because they have not been meeting the non-functional requirements or NFR like the overall reliability, response time and the performance. Conventionally, the architects have been reacting to the NFR by modification of the size and shape of Headspace's infrastructure. A number of users active at the same time have been managed through partitioning the user session on a various system that has been moving in parallel (de la Torre-Dez et al., 2015). The response time could be developed through the eradication of the performance bottlenecks that takes place generally in the storage usage and database. The service requirements have been met through incorporating the new devices that are capable of the high volume and quick logging of the event and much more (Gray Rumpe, 2016). However, in the environment of cloud, the options available to Headspace's architect to manage the NFRs have be en more restricted. The nonfunctional requirements are identified below. Critical system qualities: The NFRs has been persistent about the qualities. They are revisited typically as the part of the DoD or "Definition of Done" for every iteration, release and program increment. They existed in every SAFe backlog levels like the portfolio, large solution, program, and team (Helo et al., 2014). System interfaces: Headspace has been creating the POS terminal system interfacing to various service applications like the tax calculator and inventory control. Headspace's system should be tolerant towards the faults. This means as the distant service is unavailable temporarily, it should be able to capture and handle the cash payments. User interface requirements: Headspace must consider the user experience more than just delivering the user interface they have been thinking is proper. It has been turning hard in implementing the good-user interaction and interface for the SaaS offering (Abolfazli et al., 2014). This is because the spectrum of the user could improve much more. System constraints: The constraints of the NFR needed to impose on the system of IT are the technology constraints, business constraints, non-runtime qualities and the runtime qualities. The quality attributes have been the overall factors affecting the system design, user experience, and the run-time behavior. They have been representing the sectors that possess the ability for the solution to have a huge impact around the tiers and layers (Rodrigues et al., 2013). Comparison of the attributes regarding the functional and non-functional requirements: Unlike the case of functional requirements, in the non-functional sector, the application interfaces are designed with the consumer and user in mind. For this reason, they are intuitive in usage and could be localized and localized. They have been further providing access for the disabled users and delivering the efficient user experience. The reliability has been the systems' ability in continuing its operation in the desired way on time. This has been measured as the system's probability that could not fail and do its intended tasks for a particular interval of time (Al-Somali Baghabra, 2016). This has been the indication of the system's responsiveness in executing the particular tasks in a particular time gap. For the NFRs it has been measured according to the throughput and the latency. The performance of the application could affect the scalability directly. Moreover, the lack of the scalability could also affect the performance. This has been the ability of the system in reducing the scopes of accidental or malicious actions external to the designed usage impacting the system. This has been preventing the loss or disclosure of data. The development of security could also raise the system's reliability to reduce the scopes of attack impairing and succeeding the system operation. The securing of the system could also protect the resources and restrict the unauthorized access to the change of data (Sivakumar et al., 2014). The strengths and weaknesses of cloud-based solutions: With the help of cloud computing, the substantial capital expenses could save with empty in-house storage of server and application requirements. The lack of the on-premises infrastructure has been also removing the related operating expenses in the form of administration costs, air-conditioning, and the power. The cloud computing has been much more consistent and reliable with the controlled service platform. Headspace could get advantages from the huge pool of the redundant resources of IT along with the fast failover process. Manageability: The cloud computing has been delivering the simplified and the developed maintenance and management capabilities of IT via the core administration (Wang et al., 2014). The ever-rising resource of computing has been providing the competitive edge on the competitors. Headspace could deploy the critical applications delivering important business profits rather than the upfront expenses and minimal time of provisioning. Since the service providers of cloud have been taking care of various clients all the day, they have been turning overwhelmed and going against the technical outrages. This has been leading to the business processes being suspended temporarily (Khan et al., 2015). Though the service providers have been implementing the most effective security standards and the certifications from the industry, the storage of important files externally has been always being open to risks. For example, in the cloud architecture that has been multi-tenant, the multiple users could be hosted on the similar server. There any hacker could break into that data of the users stored and hosted on the similar server. Though the cloud service providers have been promising that the cloud has been flexible in usage and integration, the switching to the cloud services has not been evolved entirely. Headspace could find that hard to transmit the services from the one to other vendors (Ryan, 2013). Keeping the data secure: As the consumers go for cloud services, making sense of the standards has been important. This includes the responsibilities of the entities and then maintains the patient's trusts. For providing the foundation to address the relevant problems, with clouds, the basic understanding of the HITECH and HIPAA could be considered including the regulations, laws, and rules. The acts include the access, availability, integrity and data control along with the implications of the multitenant environments shared and data security. It has been often neglecting the intricacies of the complicated set of regulations, rules, and laws. The security and privacy have been generally used as the buzzwords, instead of considering the nuances integrated to HITECH and HIPAA. Thus they have been obscuring the value of compliance (Church Goscinski, 2014). It has been consisting of particular standards of privacy and security for particular health information known as HIPAA Privacy Rule and Security Rule. HIIPA has This act needed the secretary for expanding the Privacy and Security rules of HIPAA and raises the penalties to violate the act. At last, the office for the civil rights had the jurisdiction only on the entities covered for the security breaches. In the act of HITECH, the privacy and security rules of HIPAA has been broadened to be applied to the business associates. These are defined as the entities or persona performing particular activities or functions involving the disclosure or use of the PHI. This has been on the behalf of the delivered services to the entity covered (Babu, Lakshmi Rao, 2015). The BAs or Business Agreements has been generally delivering the services like the claims administration or processing, utilization review, data analysis or practice management. The cloud provider has been storing the PHI on the behalf of the entity covered directly. It could also be indirect via other BA. The SDLC Approach: The classic instance of the Predictive SDLC method has been the "Waterfall Model". This has been the set of series of phases flowing in definable steps. They are generally represented as the requirements captured in the software and business, designing in the software and business, construction, testing and debussing, integration, maintenance, and installation (Taleb, 2014). The classic instance of the adaptive SDLC method is the Scrum or the XP or Extreme Programming that are regarded to be agile. The Agile methods have been defined as those who have been following the Agile Manifesto. These are the set of central principles supporting the iterative development. It has been valuing the interactions and the individuals over the tools and processes and the working software on the comprehensive documentation (Inayat et al., 2017). This has also been including the collaboration of customers on the contract negotiation and reacting to the changes on following the plan. Recommendation For the project the Adaptive SDLC is suitable. This reason is described hereafter. It has been focusing on the customer satisfaction through the fast delivery of the helpful software. The working software has been delivered much frequently. This software has been basic measures of development. The late changes in the requirements are also welcomed here. They have been closing the regular operation between the developed and the business people. There could be a direct conversation as the best type of communication (Inayat et al., 2017). The Headspace project could be built across the motivated people, who might be trusted. There has been a continuous focus on the technical excellence and the good design. Moreover, it is simple, comprising of self-organizing groups and regularly adapting the changing scenarios. Conclusion: The report has described the context of the cloud system to be deployed at Headspace. It has compared the various attributes and evaluated the appropriateness. It has been also helpful in differentiating between the collected techniques and assimilating properly to the Headspace project. The report has helped in learning to formulate and justify the models of system requirements on the assessments of the provided situations. Lastly, it has recommended the Agile or Adaptive system of modeling regarding the SDLC to the project. References: Abolfazli, S., Sanaei, Z., Ahmed, E., Gani, A., Buyya, R. (2014). Cloud-based augmentation for mobile devices: motivation, taxonomies, and open challenges.IEEE Communications Surveys Tutorials,16(1), 337-368. Al-Somali, S., Baghabra, H. (2016). Investigating the Determinants of IT Professionals' Intention to Use Cloud-Based Applications and Solutions: An Extension of the Technology Acceptance.International Journal of Cloud Applications and Computing (IJCAC),6(3), 45-62. Babu, S. M., Lakshmi, A. J., Rao, B. T. (2015, April). A study on cloud based Internet of Things: CloudIoT. InCommunication Technologies (GCCT), 2015 Global Conference on(pp. 60-65). IEEE. Church, P. C., Goscinski, A. M. (2014). A survey of cloud-based service computing solutions for mammalian genomics.IEEE Transactions on Services Computing,7(4), 726-740. de la Torre-Dez, I., Lopez-Coronado, M., Soto, B. G. Z., Mendez-Zorrilla, A. (2015). Secure Cloud-Based Solutions for Different eHealth Services in Spanish Rural Health Centers.Journal of medical Internet research,17(7). Gray, J., Rumpe, B. (2016). The evolution of model editors: browser-and cloud-based solutions. Helo, P., Suorsa, M., Hao, Y., Anussornnitisarn, P. (2014). Toward a cloud-based manufacturing execution system for distributed manufacturing.Computers in Industry,65(4), 646-656. Inayat, Z., Gani, A., Anuar, N. B., Anwar, S., Khan, M. K. (2017). Cloud-Based Intrusion Detection and Response System: Open Research Issues, and Solutions.Arabian Journal for Science and Engineering,42(2), 399-423. Khan, Z., Anjum, A., Soomro, K., Tahir, M. A. (2015). Towards cloud based big data analytics for smart future cities.Journal of Cloud Computing,4(1), 2. Rodrigues, J. J., De La Torre, I., Fernndez, G., Lpez-Coronado, M. (2013). Analysis of the security and privacy requirements of cloud-based electronic health records systems.Journal of medical Internet research,15(8). Ryan, M. D. (2013). Cloud computing security: The scientific challenge, and a survey of solutions.Journal of Systems and Software,86(9), 2263-2268. Sivakumar, A., Gopalakrishnan, V., Lee, S., Rao, S., Sen, S., Spatscheck, O. (2014, February). Cloud is not a silver bullet: A case study of cloud-based mobile browsing. InProceedings of the 15th Workshop on Mobile Computing Systems and Applications(p. 21). ACM. Taleb, T. (2014). Toward carrier cloud: Potential, challenges, and solutions.IEEE Wireless Communications,21(3), 80-91. Wang, L., Wang, X. V., Gao, L., Vncza, J. (2014). A cloud-based approach for WEEE remanufacturing.CIRP Annals-Manufacturing Technology,63(1), 409-412.

Mushrooms Essay Example For Students

Mushrooms Essay fungus characterized by spore-bearing gills on the underside of an umbrella- or cone-shaped cap. The term mushroom is properly restricted to the plants above-ground portion, which is the reproductive organ. Once a delicacy for the elite, edible mushrooms are now grown commercially, especially strains of the meadow mushroom (Agaricus campestris). Although mushrooms contain some protein and minerals, they are largely water and hence of limited nutritive value. Inedible, or poisonous, species are often popularly referred to as toadstools; one of the best-known poisonous mushrooms is the death angel (genus Amanita).member of a kingdom (Fungi) of non-photosynthesizing organisms that live as PARASITES */articles/09834.html*, symbionts, or SAPROPHYTES */articles/11467. html*. Fungi are multicellular (with the exception of YEASTS */articles/14076.html*); the body of most consists of slender cottony filaments, or hyphae. All fungi are capable of asexual REPRODUCTION */articles/10898. html* by cell division, budding, fragmentation, or SPORES */articles/12235.html*. Those that reproduce sexually alternate a sexual generation (GAMETOPHYTE */articles/04896.html*) with a spore-producing one. The three divisions of fungi are the zygomycetes (e.g., black bread MOLD */articles/08618.html*), the ascomycetes (e. g., yeasts, powdery mildews, TRUFFLES */articles/13079.html*, and blue-green molds such as Penicillium) and deuteromycetes (the imperfect fungi, e.g. , species that cause RINGWORM */articles/10999.html*), and the basidiomycetes (e.g., MUSHROOMS */articles/08890. html*, smuts, and puffballs). Fungi help decompose organic matter (important in soil renewal) and are valuable as a source of ANTIBIOTICS */articles/00579.html*, vitamins, and various industrial chemicals and for their role in FERMENTATION */articles/04432.html*. Science Essays

Obamas Rhetoric Essay Example

Obamas Rhetoric Essay Barack Obamas rhetorical style is broadly acknowledged to be one of the most outstanding examples of communication strategy in recent political oratory. His political success reinforces the thesis that language is a powerful tool to influence citizens. The relationship between power, discourse and cognition provides the theoretical framework for the present analysis of Obama? s Inaugural Address; a speech which relies on literal meanings, and above all on figurative ones. Using this speech I will demonstrate how metaphor is a powerful strategy since first, it facilitates the understanding of abstract concepts in a short time span; second, it conveys positive images that benefit the orator; and, finally, because the message conveyed is doubly powerful as it works through both auditory and visual channels. EL DISCURSO DE INVESTIDURA DE BARACK OBAMA: METAFORA Y VALORES COMO ESTRATEGIAS PERSUASIVAS PARA CELEBRAR UNA PRESIDENCIA LE DISCOURS D’INVESTITURE DE BARACK OBAMA: METAPHORE ET VALEURS COMME STRATEGIES PERSUASIVES POUR CELEBRER UNE PRESIDENCE We will write a custom essay sample on Obamas Rhetoric specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Obamas Rhetoric specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Obamas Rhetoric specifically for you FOR ONLY $16.38 $13.9/page Hire Writer RESUMEN: La estrategia retorica de Barack Obama es una de las mas sorprendentes en la oratoria politica mas reciente. Una victoria politica que refuerza la tesis del lenguaje como arma poderosa para influir en los ciudadanos. Las relaciones entre poder, discurso y cognicion constituyen el marco teorico del presente analisis en torno al Discurso de Investidura pronunciado por Obama en su toma de posesion como presidente; un discurso basado en significados literales y, sobre todo, metaforicos. Tal recurrencia mostrara el poder de la estrategia metaforica: Primero, porque la metafora facilita el comprension de conceptos abstractos en un breve espacio de tiempo; segundo, porque transmite imagenes positivas que benefician al orador; por ultimo, porque el mensaje metaforico es doblemente efectivo puesto que funciona a traves de un canal auditivo y otro visual. PALABRAS CLAVES: oratoria politica; poder; estrategia; metafora; cognicion. SUMARIO: 1. Introduccion 2. Procedimiento 3. Funcion antropologica de la metafora en el Discurso de Investidura de Obama 4. Las metaforas belicas, del edificio y el viaje en el Discurso de Investidura de Obama 4. 1. La metafora belica 4. 2. La metafora del edificio 4. 3. La metafora del viaje 5. La retorica de los valores 6. Conclusion RESUME: La strategie rhetorique de Barack Obama est l’une des plus surprenantes de l’art oratoire politique le plus recent. Une victoire politique qui renforce la these du langage comme arme puissante pour avoir de l’influence sur les citoyens. Les relations entre pouvoir, discours et cognition constituent la delimitation theorique de cette analyse autour du Discours d’Investiture prononce par Obama lors de sa prise de possession comme president; un discours base sur des significations litterales et, surtout, metaphoriques. Cette recurrence montrera le pouvoir de la strategie metaphorique: en premier lieu, parce que la metaphore facilite la comprehension de concepts abstraits dans un bref espace de temps; deuxiemement, parce qu’elle transmet des images positives qui profitent a l’orateur; enfin, parce que le message metaphorique est doublement effectif etant donne qu’il fonctionne par l’intermediaire d’un canal auditif et d’un canal visuel. MOTS CLES: art oratoire politique; pouvoir; strategie; metaphore; cognition. SOMMAIRE: 1. Introduction 2. Notre approche 3. Fonction anthropologique de la metaphore dans le Discours d’Investiture d’Obama 4. Les metaphores de guerre, du batiment et du voyage dans le Discours d’Investiture d’Obama 4. 1. La metaphore de guerre 4. 2. La metaphore du batiment 4. 3. La metaphore du voyage 5. La rhetorique des valeurs 6. Conclusion KEY WORDS: political oratory; strategy; metaphor; cognition. power; SUMMARY: 1. Introduction 2. Our approach 3. Embodied function of metaphor in Obama’s â€Å"Inaugural Address† 4. War, construction, and journey metaphors in Obama’s Inaugural Address 4. 1. The war metaphor 4. . The construction metaphor 4. 3. The journey metaphor 5. The rhetoric of the American values 6. Conclusion Fecha de Recepcion Fecha de Revision Fecha de Aceptacion Fecha de Publicacion 15/04/2011 17/10/2011 18/11/2011 01/12/2011 pragmalingiuistica 19 (2011) 44-55 45 Barack Obama’s Inaugural Address: Metaphor and Values as Captivating Strategies to Celebrate a Presidency M. PILAR GUITART ESCUDERO â€Å"The words have been spoken during rising tides of prosperity and the still waters of peace. Yet, every so often the oath is taken amidst gathering clouds and raging storms†. Barack Obama, Inaugural Address, 1-20-2009) 1. INTRODUCTION Language is the only tangible vehicle to access knowledge as well as a powerful tool that influences perceptions, and behaviors (Austin, 1962; Searle, 1969). Words that evoke emotion may have a strong psychological impact on the audience (Ullman, 1969). Additionally, discursive genres are embedded in the culture and society in which they are produced. Therefore, any speech with the purpose of persuasion requires the most careful choice of language and contextual adjustment. Thus, political discourse seems to be a clear piece of evidence where rhetorical language is seen in action. This article attempts to analyse Obama’s Inaugural Address as a means of transmitting the American Dream to argue that metaphorical representation is essential to the relationships between word and action. This work will demonstrate that one reason for Obama’s success is that his linguistic choices are conveyed in captivating metaphors which often emerge from the American values. Relationships between metaphor, rhetoric and politics along with methodology used in study will be discussed in the first section. Evidence of metaphorical instances in Obama’s Inaugural Address is shown through the whole article as devices which help connect him psychologically with his audience. The second section explores the connections between Obama’s metaphors and notions related to the human body and its surrounding experience. Section three demonstrates how some metaphors work as cognitive patterns which provide whole semantic fields (Lakoff, 1980: 36; Cuenca Hilferty, 1999: 72): Political activity will be conceptualized as a battle, a construction, and a journey. The last section analyses some of the American values underlying Obamas Inaugural Address, and how, through an extremely empathic speech, the messages conveyed help connect Obama with his audience. 2. OUR APPROACH Persuasive strategies in political rhetoric are found in literal meanings, and also often in figurative. Scholars have agreed that metaphor is frequent and diverse (T. Carver, 2008; Honohan, 2008; Pikalo, 2008; Fridolfsson, 2008), ranging from election time to celebration speeches (Mieder, 2009; Vertessen Landtsheer, 2008). The reasons for such abundance of metaphors lie in the fact that they serve as both powerful learning tools and persuasive devices. A metaphor has learning power because it facilitates the understanding of messages by converting abstract notions into concrete ones (G. Lakoff, 1980; Cuenca Hilferty, 1999). Its persuasive power lies in the subliminal meanings conveyed by unconscious associations of words. Therefore, metaphor is a major means of ideological transmission appealing â€Å"to our emotions (or pathos) through unconsciously formed set 46 Barack Obama’s Inaugural Address: Metaphor and Values as Captivating Strategies to Celebrate a Presidency M. PILAR GUITART ESCUDERO of beliefs, attitudes and values. † (Charteris-Black, 2005: 175) While it projects positive images that benefit the orator, it also conveys negative ones for his adversary. Consequently, it has the power to act as an emotional stimulus whose response may significantly change listeners attitudes and actions. Finally, the message conveyed by metaphor is doubly powerful as it works through both auditory and visual channels at the same time, a verbal message and a mental image. Metaphors embody basic motives and can even appeal to international audiences (M. Osborn, 2009:81). However, metaphors often need to be adapted to the culture in which they are uttered in order to be persuasively effective (J. Aitchison, 1997: 92). Hence, not only do metaphors have a cognitive nature, but they also need to be culturally grounded. For this reason, metaphors may vary under time and space constraints as shown by diverse oratory styles (Charteris-Black, 2005; Mussolf, 2004). The theoretical framework presented in Critical Metaphor Analysis (Charteris-Black, 2004) provides an adequate approach to determine and analyze a specific set of metaphors found in Obama? s Inaugural Address. The cognitive theory of conceptual metaphor mapping is closely related to patterns of source domains usually salient to the audience. This is the reason why political activity is often considered a journey, a war, and a construction. Moreover, understanding social, cultural and ideological values is central to account for certain metaphorical choices. According to Charteris-Black (2004: 12), metaphor is an effective persuasive tool because it â€Å"taps into an accepted communal system of values. † Regarding previous works on metaphor, persuasion and ideology (Charteris-Black, 2004, Guitart, 2005; Lakoff, 2006; Mussolf, 2008), this article will demonstrate that Obama? s choice of metaphors is conscious and often carried out under the influence of a set system of values. A qualitative approach is central to this work. Therefore, it takes into account Praglejazz and E. Semino’s Metaphor Identification Procedure (2007) to determine the metaphoricity which takes place in Obama’s victory speech. MIP is based on a comparison between contextual and basic meanings. If the meaning of a lexical unit can be understood by comparing it to its basic one, the unit can be termed as metaphorical. This method focuses on the distinction between words conveying metaphorical meaning and those which do not according to context as a wide range of words can be considered metaphorical depending on different contexts. For instance, the term crusade is metaphorically intended in Bush’s rhetoric, it is interpreted as literal by many Muslims (Charteris-Black, 2004). 3. EMBODIED FUNCTION OF METAPHOR IN OBAMA’S â€Å"INAUGURAL ADDRESS† As G. Lakoff M. Johnson (1980) stated, people categorize their surrounding reality by establishing boundaries according to their own experience. In metaphorical speech, abstract notions are usually organized in physical objects, spatial orientations, and fixed structures, relating to daily human experience. Therefore, the resulting notions become more familiar, easier to understand, and are processed much faster. The human body is a productive lexical field for metaphorical creation in political discourse as Obama’s Inaugural Address demonstrates. For example, in the following excerpt, â€Å"†¦ these men and women struggled and sacrificed and worked till their hands were raw†¦Ã¢â‚¬  he uses an evaluative image related to the body term hand described as raw, and surrounded by verbs such as struggle, sacrifice, and work. In the next example, he refers to a metaphorical phrase containing pragmalingiuistica 19 (2011) 44-55 47 the words hand and fist, â€Å"To those who cling to power [ ] we will extend a hand if you are willing to unclench your fist. † Likewise, another metaphor combining bodily needs and nature appears as a parallel reference to body and mind, â€Å" ake your farms flourish and let clean waters flow; to nourish starved bodies and feed hungry minds. † Nature and natural phenomena terminology described in different ways, icy currents, rising tides, gathering clouds, water of peace and raging storms, lead us to associations with bad and good times, â€Å"†¦in this winter of our hardsh ip, [†¦], let us brave once more the icy currents, and endure what storms may come. † [†¦] The words have been spoken during rising tides of prosperity and the still waters of peace. Yet, every so often the oath is taken amidst gathering clouds and raging storms. Many inanimate beings are conceptually, and linguistically, treated as humans. In other words, typically human features and actions are assigned to institutions, countries, and organizations. Relevant consequences arise from the analogy embodied in personifications. First, listeners feel a greater identification and a more positive attitude towards the object that has â€Å"become† human. Second, personification conveys more information than literal speech in a shorter utterance, which paradoxically is processed faster. In Obama? Inaugural speech, the word America undergoes a process of personification which results in a captivating metaphor because of its affectionate tone. For example, we read about ? Americas birth? , in other words, an America who is born into a new age of Obama? s victory; we also read about â€Å" a young nation †, and finally we read that â€Å" America is a friend † In the sphere of international politics, Obama? s Address depicts nations as humans, highlighting the need for good relationships in a globalized world: â€Å" reater cooperation and understanding between nations † where â€Å" the world grows smaller † Other abstract entities such as system, crisis, and economy undergo a similar process, â€Å"†¦our system cannot tolerate too many big plans †, â€Å"†¦this crisis has reminded us†¦Ã¢â‚¬ , and â€Å" the state of the economy calls for action†¦Ã¢â‚¬  Finally, one last personification which draws our attention is â€Å"†¦worn out dogmas that [ ] have strangled our politics. † This represents another captivating metaphor because of the negative associations conveyed in the gra phic idea of strangulation. Obama relates prior attitudes of intolerance with the deterioration of the Republican? s political activity. In addition to metaphor, metonym is another commonplace in political communication. The mental process involved in this strategy relates to the substitution of one entity for another without the use of an analogy. For instance, the name of a place is used instead of the activity which takes place there. In Obama? s speech, as in many other political speeches, words that name capital cities such as Washington or Madrid most frequently replace the word government. In turn, government is used instead of an explicit reference to â€Å"the elected and nonelected officials†. In both cases, this substitution takes place between a city and an institution, respectively, to refer to people and their activities. Metaphor and metonym often function together. For instance, the word government can be used for people, and at the same time to refer to human actions assigned to such institution, as stated in the following excerpt from the Inaugural speech, â€Å"The question [ ] is not whether our government is too big or too small, but whether it works whether it helps families find jobs The same process applies to the term country, â€Å"†¦what this country has already done†¦Ã¢â‚¬  as well as institutions, â€Å"†¦our schools fail too many†¦Ã¢â‚¬  Likewise, America becomes the 48 Barack Obama’s Inaugural Address: Metaphor and Values as Captivating Strategies to Celebrate a Presidency M. PILAR GUITART ESCUDERO audienc e, But know this, America † A cause-effect metonym is also used by Obama to designate energy resources instead of its effect, â€Å"We will harness the sun and the winds and the soil to fuel our cars and run our factories. Another metonymic connection has been found to name containers in the place of their content, â€Å"†¦the electric grids and digital lines that feed our commerce and bind us together† instead of referring to energy itself. Synecdoche, a type of metonym that names a part for the whole, or vice versa, can also be traced to one of Obamas statements where the term heart replaces person, â€Å"†¦our ability to extend opportunity to every willing heart†¦Ã¢â‚¬  Likewise, he mentions particular institutions such as schools, colleges, and universities instead of referring to a faulty education system, â€Å" nd we will transform our schools and colleges and universities to meet the demands of a new age. † In sum, the use of these devic es could lead us to believe that the mental processes involved play an essential role as captivating strategies because of the psychological connections these devices build between orator and audience. 4. WAR, CONSTRUCTION, AND JOURNEY METAPHORS IN OBAMA’S INAUGURAL ADDRESS Certain metaphors are known as structural metaphors (Lakoff and Johnson, 1980). They are named structural because they generate new metaphors out of a single semantic field in order to form a whole group of metaphors around the same topic. Some of the major semantic fields as speeches by European and American political leaders have proved are war, construction and journey. For instance, conflict metaphors are associated to M. Thatcher, journey metaphors, to M. Luther King and, construction ones to B. Clinton (Charteris-Black, 2005). This section will outline how this type of representation is used in Obama’s Inaugural Address to create captivating effects. 4. 1. THE WAR METAPHOR In general terms, POLITICAL ACTIVITY IS A WAR is a frequently used metaphor during election time (M. P. Guitart, 2005): Elections usually become battlefields; words turn to weapons; and opponents are enemies. Even when it is an inaugural speech, war lexicon is still evidenced like in the case of Obama? s, â€Å"†¦each day brings further evidence that the ways we use energy strengthen our adversaries and threaten our planet. † In a subtle manner, Obama criticizes the lack of measures taken in the US to save energy. He references the negative consequences of such waste for the country and for their neighboring democracies while he condemns the profit made by other countries. Additionally, messages sometimes switch from a metaphorical meaning to a literal one, as seen in the previous and also in the following excerpt, â€Å"We will not apologize for our way of life, nor will we waver in its defense, and for those who seek to advance their aims by inducing terror and slaughtering innocents, we say to you now that our spirit is stronger and cannot be broken; you cannot outlast us, and we will defeat you. † Through this fragment, listeners evoke â€Å"real† battles in their minds. They join Obama’s courageous leadership in defense of justice, and against those who attempt to frighten them by references to terror and slaughter. The next metaphor â€Å"†¦the fallen heroes who lie in Arlington pragmalingiuistica 19 (2011) 44-55 49 whisper through the ages. We honor them not only because they are guardians of our liberty†¦Ã¢â‚¬  evokes the respect that should be devoted to every soldier killed in Vietnam and buried in the Arlington National Cemetery as they still safeguard the freedom of the North American people. The next rhetorical choice, â€Å"On this day, we gather because we have chosen hope over fear, unity of purpose over conflict and discord † conveys a much gentler tone than other politicians? rhetoric. Obama? style offers more positive meanings compared to fellow politicians and to the traditional linguistic confrontation practice in Europe and in the United States (Charteris-Black, 2005; Mussolf, 2008). For example, as far as Obama’s predecessor? s administration is concerned, Professor W. Fields (2008), expert on presidential rhetoric, posits â€Å"One of the contrasts b etween the two administrations is the care with which Obama uses language†. Indeed, Obama has sought to avoid the controversial phrase â€Å"war on terror†, mainly because of its negative anti-Islamic and anti-Arab associations (Cordesman, 2008: 36). As opposed to the frequent use of â€Å"metaphors of separation†, Obama’s â€Å"metaphor of hopeâ€Å" has been present in his speeches since his Address to the 2004 Democratic National Convention because â€Å"hope is the chance for a better world that can be produced in a society that values both strong personal and communitarian values. † (Rowland Jones, 2007: 442). 4. 2. THE CONSTRUCTION METAPHOR On the opposite extreme of bellicose analogies, the structural metaphor POLITICAL ACTIVITY IS A CONSTRUCTION is also present in Obama’s Inaugural Address. The construction analogy refers to the positive connotations of creation and building. Its contrast to the conflict metaphor is easily acknowledged in the following excerpt, â€Å" to those leaders around the globe who seek to sow conflict, or blame their societys ills on the West know that your people will judge you on what you can build, not what you destroy. † These words are a compelling example of how Obama pursues a more subtle way of communication. He addresses his opponents emphasizing the idea of building as positive and destroying as negative. The notion of construction is often used metaphorically for its anthropological features. In other words, metaphors very often refer to peoples’ everyday customs like getting up, working or cleaning. This is also true in the next passage, â€Å" starting today, we must pick ourselves up, dust ourselves off, and begin again the work of remaking America. † This phrase draws our attention for the several reasons: First, the idea conveyed in the metaphor â€Å" starting today, we must [ ] dust ourselves off † implies the abandonment of certain past habits to adopt new ones, and emerges from the literal meaning of removing dust from furniture. Second, it relates to the reconstruction of America as a consequence of Obama? s victory, â€Å" begin [ ] the work remaking America † In fact, Obama goes further with both metaphors as he applies the positive associations of building to a new era, the new America which has just begun with his election, and with the new policies which, in his own words, â€Å" begin and start today † The last metaphor concerning the idea of construction and its positive associations is â€Å"the levee metaphor† found in the next excerpt: â€Å"it is ultimately the faith and determination of the American people upon which this nation relies. It is the kindness to take in a stranger when the levees break†¦Ã¢â‚¬  In this passage, Obama references to the levees which were destroyed during Hurricane Katrina in New Orleans, 2005, and the solidarity showed by many Americans. 50 Barack Obama’s Inaugural Address: Metaphor and Values as Captivating Strategies to Celebrate a Presidency M. PILAR GUITART ESCUDERO Through this metaphor; Obama attempts to convey two fundamental ideas: first, the importance of citizens to their country; second, the solidarity which the American people show towards others when a setback, problem or disaster arises. . 3. THE JOURNEY METAPHOR POLITICAL ACTIVITY IS A JOURNEY is another productive metaphor in political speech (M. P. Guitart, 2005). The main idea conveyed in this metaphor is that political activity is conceived as a journey. Accordingly, Obama’s Address regards life in politics as a journey full of ways, routes, and paths, â€Å"†¦it is the surest route to our commo n good. † He also refers to â€Å"†¦the road that unfolds before us†¦Ã¢â‚¬  as an equivalent of â€Å"a double opportunity. † On other occasions, he depicts life as a progression, â€Å" this is the journey we continue today. Likewise, his references apply to the long distances walked together after having overcome difficulties, â€Å"†¦how far we have traveled. † An evident persuasive effect lies behind the unity that Obama creates with his audience. This captivating strategy of closeness is also evidenced in the next metaphor, â€Å"Our journey has never been one of short-cuts or settling for less. It has not been the path for the faint-hearted [ ] Rather, it has been the risk-takers, the doers, the makers of things some celebrated but more often men and women obscure in their labor, who have carried us up the long, rugged path towards prosperity and freedom. It is the metaphor of a journey where long, rugged paths are taken and shared, abov e all, by every hard-working American whereas short-cuts and easy paths belong to others. This metaphor is an obvious praise towards the people whose subsequent positive emotional reaction is predictable (Santiago, 2010). On the long journey of life itself and life in politics, a forward movement is most likely perceived as positive as in the previous phrase â€Å" path towards prosperity and freedom. †, as well as in the following two, â€Å"†¦we intend to move forward†¦Ã¢â‚¬ , and â€Å"†¦ we seek a new way forward, On the contrary, a backward movement is considered as something negative as shown in the following passage, â€Å"Let it be said by our childrens children that when we were tested we refused to let this journey end, that we did not turn back nor did we falter; and with eyes fixed on the horizon†¦Ã¢â‚¬  Positive and negative associations emerge from cultural meaning. Similarly, Obama employs the positive associations of the word future re inforced by the ideas conveyed in the combination of the terms peace and dignity. At the same time, he mentions â€Å"the weakest†, women and children, in a way that everyone feels included and important, â€Å"†¦every man, woman and child who seek a future of peace and dignity†¦Ã¢â‚¬  As opposed to the notion of light, the idea of darkness is a negatively associated determinant as in the phrase â€Å"†¦our darkest hours†¦Ã¢â‚¬  to convey people? s suffering metaphorically. J. Darsey (2009) states that the potency of Obama’s rhetoric lies in the concurrence of two metaphorical journeys, his personal journey and America’s journey, especially concerning the issue of race. In this manner, the Inaugural Address represents a personal victory and communal victory, where both journeys coincide and conclude with the first Afro-American elected president of the United States of America. pragmalingiuistica 19 (2011) 44-55 51 5. THE RHETORIC OF THE AMERICAN VALUES Politics and persuasion have been closely related since ancient Greece, and the role of Aristotles ethos, pathos and logos still remains central to political discourse. Accordingly, Obamas rhetoric can be characterized as extremely empathic. In other words, he capitalizes on the appeal of ethos because he addresses his audience in a positive and courteous manner that the nation easily identifies with his views (Charteris-Black, 2005; Santiago, 2009; C. Steel, 2009). As far as Obama’s â€Å"A More Perfect Union† speech is concerned, G. Lakoff (2008) points out that itâ€Å"works via the emotional structure built into the speech and into our national ideals. † His rhetorical success can be traced in a set of particular values which G. Lakoff (2009) called â€Å"The Obama Code†. In this way, his Inaugural Address often references values conveyed in words such as responsibility, unity, caring, hope and loyalty among others. Additionally, the original values stated by the Framers of the American Constitution are the most important issue in the US political life according to G. Lakoff. Thus, from the very beginning of the Inaugural Address, Obama stresses his link to the Framers of the Constitution by saying, â€Å"I stand here today [ ] mindful of the sacrifices borne by our ancestors. † Moreover, through the use of empathic forms of address such as â€Å"We the People Obama relates the importance of loyalty to both American national forbearers, and the founding documents of the US, â€Å"†¦because We the People have remained faithful to the ideals of our forbearers, and true to our founding documents. † Signatories of the Declaration of Independence and drafters of the US Constitution are present ideologically as a driving force for the co untry, and linguistically as a metaphorical construction as shown in the next excerpt, â€Å"Our Founding Fathers, faced with perils we can scarcely imagine, drafted a charter to assure the rule of law and the rights of man, a charter expanded by the blood of generations. Those ideals still light the world, and we will not give them up for expediences sake. † This powerful image relates to dangerous work (charter full of perils) carried out by the Founding Fathers, and supported by the suffering and death (blood) of many courageous people. Consequently, such ideals are encouraging (light) and unforgettable. Another value referenced is a renewed notion of the American democracy, related to individual and, above all, social responsibility. A type of democracy which takes care of others as a way of â€Å" acting to make oneself, the country, and the world better because everybody deserves â€Å". protection and equal empowerment † from a moral government. Referring to the concept of framing, Obama has certainly given a renewed meaning to this word (D. Olive, 2008: 305). As expressed by Obama on CNN (2008), it implies â€Å"caring for the other† versus â€Å"extreme individualism†. Although emphasis is placed on societal respon sibility, personal responsibility is also necessary. In this way, Obama disarms the conservative criticism on liberals placing responsibility on the government and none on the individual (C. Rowland J. M. Jones, 2007: 441). Union is another value emphasized by Obama. M. S. Boyd (2009: 78) considers that â€Å"an all-encompassing message of unity [ ] makes his rhetoric more persuasive. † It is an idea of union as equivalent of inclusiveness, which applies to the issues of race and religion. Historically, race has been one of the hardest political issues to address in the United States. As 52 Barack Obama’s Inaugural Address: Metaphor and Values as Captivating Strategies to Celebrate a Presidency M. PILAR GUITART ESCUDERO Sharpley-Whiting (2008: 132) suggests, Obama’s speech on framing the race issue is a model which uses not only literal terms, but also metaphorical language. On the one hand, Obama deals with it as something that has already been overcome through his election as the following excerpt shows, â€Å"This is the meaning of our liberty and our creed why men and women and children of every race and every faith can join in celebration across this magnificent mall, and why a man whose father less than sixty years ago might not have been served at a local restaurant can now stand before you to take a most sacred oath. On the other hand, the next one indicates that he believes there is still more work to be done. This thought is conveyed by the tasting of â€Å"the bitter swill† which refers to racism as a â€Å"dark chapter† in history. Obama also refers to racism with another compelling image, â€Å"the lines of tribe shall soon dissolve†. This metaphor reminds American people that racism, which has created hate and divided people, will be soon eradicated, â€Å"†¦and because we have tasted the bitter swill of civil war and segregation, and emerged from that dark chapter stronger and more united, we cannot help ut believe that the old hatreds shall someday pass; that the lines of tribe shall soon dissolve;† As for religious values, Obama wants to make clear that every creed is welcomed in the US, â€Å"We are a nation of Christians and Muslims, Jews and Hindus and non-believers. We are shaped by every language and culture, drawn from every end of this Earth;† In that way, a broad cultural scope of the audience could be emotionally touched in a positive manner. He praises the diverse religions, cultures, and languages in a more effective way through the metaphorical image of the â€Å"patchwork heritage†, â€Å"For we know that our patchwork heritage is a strength not a weakness. † Emphasis on particular religious references may not be politically successful depending on cultural context. In the case of the Inaugural Address, overt references to Obama? s religious faith, such as â€Å"Gods grace upon us† and â€Å"the knowledge that God calls† clearly plays to the political narrative of the US. The Christian religious background that has long influenced in the congregations of powerfully effective preachers becomes present in B. Obama? s speeches (Higgings, 2009). Indeed, he has a particular rhetoric training based on the black American church, which captured the rhetorical tradition of educating people through sermons (Davidson, 2009). The following excerpt from the Inaugural Address reminds us of a religious sermon with explicit references to God and the Scriptures, â€Å"†¦in the words of Scripture, [ time has come to reaffirm our enduring spirit; to choose our better history; to carry forward that precious gift, that noble idea, passed on from generation to generation: the God-given promise that all are equal, all are free, and all deserve a chance to pursue their full measure of happiness. † Through several parallelisms such as â€Å" to reaffirm our [ ] to choose our †, â€Å" that precious gift, that noble idea † and â€Å" all are equal, a ll are free, and all deserve † the audie

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