Adidas Marketing Communication Research Paper Example | Topics and Well Written Essays - 1500 words

Adidas Marketing Communication - Research Paper Example They also gave information about how they learnt about Adidas products. They provided information about the various channels that the company uses in order to reach them. Data that was collected for this study was from both primary and secondary sources. The primary data collection methods that were used include interviews, questionnaires and observation. Interviews were used to collect data about the marketing communication strategies used by Adidas. Both the employees of the company and members of the public were interviewed. Structured and unstructured interview questions were used to question the employees about the marketing communication strategies that the company employs in ensuring that its products penetrate the global market. The members of the public were also interviewed on their perceptions about the promotion, pricing, sponsorship, and other marketing strategies used by Adidas. Interviewing the participants was important in collecting first hand information for the study. Questionnaires were also used to collect information about the marketing communication strategies of Adidas from sportsmen, students, and other consumers. Another data collection method employed is observation. Advertisements of the company were observed in the media such as websites, television, and print media. Secondary sources of data such as books, business journals, and research reports were used in gathering information about the marketing communication strategies employed by Adidas. These secondary sources were important in understanding the history of the company and the market trends over the years. In this research study, data collected was both quantitative and qualitative. The data collected was analyzed in order to identify the various methods of marketing communication that Adidas employs and their impact in influencing consumer decisions over sports equipment and apparel. Through analyzing the data the study was able to reveal the

Short Essay - Drugs Example | Topics and Well Written Essays - 750 words

Short - Drugs - Essay Example It has been suggested, and in some cases demonstrated, that legalizing or at least decriminalizing less harmful drugs, such as marijuana, can help to reduce the violence, significantly decrease the numbers of people incarcerated for drug use, allow more individuals to remain a contributing member of society and free up funds and manpower to combat against more harmful substances. Although marijuana was included as a restricted substance as early as 1937, there has never been sufficient evidence to support claims that the drug causes widespread violence and destruction all by itself. â€Å"There never was any scholarly evidence that the [anti-drug] laws were necessary, or even beneficial, to public health and safety and none was presented when the laws were passed.† (Schaffer). With the number of Vietnam vets returning from war addicted to narcotics, President Nixon officially declared the opening of the War on Drugs in 1971, primarily directed against heroin addiction. The positive effects that were seen coming out of this early stage in the anti-drug movement has been attributed to the fact that a larger proportion of the funding available for this struggle was directed toward treatment, rather than law enforcement. (Thirty Years, 2006). Throughout these early years, marijuana was seen as a low-level drug until a group of mothers, concerned at findin g marijuana at a 13-year-old’s party, founded the Families in Action anti-drug group in 1976. The movement gained strength and direction under President Reagan in 1981 after the drug cartels in Colombia had violently made their presence known in Miami. While Nancy Reagan’s â€Å"Just Say No to Drugs† campaign included marijuana as one of the drugs to avoid, the focus of the war on drugs remained targeted on cocaine as the cartels gained increasing power and organization. The focus was finally turned to marijuana smugglers

Self and Leadership Essay Example | Topics and Well Written Essays - 4500 words

Self and Leadership - Essay Example First, I will present the results of a feedback survey I conducted with my family, friends, and business colleagues. I expect this to provide me with insight from those closest to me as I ask them to identify my strengths, weaknesses, and areas where I could improve. Then, I will assess the results of several standardized tests I took that will offer insight into my personality, intelligence, career strengths, etc. These more objective forms of self-analysis are instructive from a comparative perspective. My scores will include a comparison to classification levels that are recognized as having a significant impact on the workplace. Following that, I will include a section on personal information from my family and past that has bearing upon my skills and functionality within the workplace. This, most personal, area of assessment will include my own biographical information as well as those events in my family's history that impacted my personal development. Finally, I will perform a Strength, Weakness, Opportunity, Threat (SWOT) analysis on myself using a synthesis of all of the information I have gathered. I expect this methodology to be useful for providing a condensed presentation of all the data in the assessment and lead to specific goals for improving my leadership skills. My goal, during the course of this exercise, will be to explore my individual leadership capability and determine ways of making myself a better, more effective leader. During the course of the assessment, I expect to be able to communicate my personal and career goals, particularly as it relates to leadership within a business culture. I perceive myself as the type of individual who looks forward to continuously advancing and improving my skills and knowledge. I try to identify the strengths and weaknesses I may have to help me grow and become a better leader. This assessment exercise will help me achieve my ultimate goal of establishing my own successful business so that I can obtain security and independence. Section I: Feedback My initial foray into increasing my intrapersonal intelligence involves a series of interviews with a group of my family, friends, and business colleagues; asking them to comment on me. I must admit that doing this made me a little nervous. It is one thing to take a personality test or fill out an online questionnaire and have a computer rate your score. It is quite another thing entirely to conduct a face-to-face interview with people who are important to you while giving them the opportunity to speak candidly about you. We were advised to listen to the responses carefully, and try to say nothing at all; even if we did not hear what we expected or wanted to hear. As revealed in the assessment portion of this paper, I am a direct and focused person, which makes it hard for me to listen to something I don't want to hear. Ironically, one of the comments from an interviewee was that I needed to "listen to peoples' ideas even if they don't agree with [me]."1 The methodology for this part of the assessment was straightforward. I personally met with each interviewee and asked them three simple questions about

World Trade Organization. Origins And Characteristics Essay

World Trade Organization. Origins And Characteristics - Essay Example Simultaneously, 23 countries (11 of which were developing nations) decided to negotiate on tariff reductions and also to adapt some of the ITO rules, these agreements are called the GATT. The ITO remained subject to ratification to be accepted by national legislatures, but the USA denied due to Congress opposition, and thus GATT remained in effect just as the ‘provisional’ agreement. Seven trade rounds were completed under GATT, and trade agreements were initiated which benefited the developing countries without reciprocal offers. The GATT agreements were extended in the Uruguay Round in 1986, under which new areas were added to the services trade and intellectual property rights were included. Furthermore, a new dispute settlement system had to be redesigned and a new trade organization had to be established to replace the provisional GATT. In the year 1995, the ‘Marrakesh Agreement’ established the WTO, and the Uruguay Round agreements were implemented and by 1997 the additional agreements were also implemented which covered the financial services and the telecommunication services. Furthermore, the defining characteristics of the WTO are as follows (Ministry of Commerce and MPDF, 2005, 11-16): Transparency is the primary principle, since business people are most concerned with the environment they operate in. Thus, it is a requirement for the WTO member to publish all laws and regulations transparently which may affect domestic or international trade in any matter. Non-discrimination principle ensures that the goods of any country must not be differentiated against, and therefore no ‘most favored nation’ treatment shall not be provided, and neither the local goods should be discriminated. Progressive trade liberalization principle applies because WTO is not a free-trade organization, therefore a government can increasingly open its market to foreign competition to the extent it finds appropriate, independently of what i s prescribed by the WTO agreements. Special and Differential treatment principle ensures that developing nations receive easier terms and agreements, and thus they are allowed more time for implementation, and the stricter rules applied on the developed nations may be removed from the agreement of the poorer nations, in order to help them take benefit of being WTO members receiving special treatment. b) An imperfect World Trade Organization is better than no world trade organization.  Discuss with reference to ongoing protectionist policies and the impact of these in the relation of developed economies and lesser-developed economies (40 points). WTO is an organization that was formulated to help and benefit its members, its system of rules, principles and obligations are in place to protect its member nations, which also comprises of the economically less powerful nations, since WTO helps governments of such nations to devise programs which trigger economic reform. The multilatera l trade framework of the rules enacted also help nations in domestic policy making, they do not enforce trade policies but help governments in establishing developmental policies which are based on open and competitive markets. Regardless of the initial aim, WTO has been criticized for being unfair and hurting to

Assess the Significance of Developments in Policing Essay Example for Free

Assess the Significance of Developments in Policing Essay There were many significant developments in policing which aided the effectiveness of law enforcement in Britain from the period of 1830 to 1965. Reasons as to why developments were necessary in this period; firstly between the years 1829 – 1850 there was a steady increase in crime[1]. Secondly as time progressed criminals came up with ways to beat the policing system, therefore it was necessary for policing in Britain to develop, in order to keep on top of crime. Development factors such as; the establishment of the Metropolitan Police Force, passing of key legislation were key developments in policing which influenced law and order. Other developments such as the reformation of prisons and developments in technology, coupled with roles of individuals such as; Elizabeth Fry and high profile cases like that of Oscar Wilde, also contributed to the effectiveness of law enforcement in the 19th and 20th century. The first significant development in British policing, which notably advocated effective law enforcement was the establishment of the Metropolitan Police Force in 1830. This was a significantly fundamental advancement in law enforcement as it was the first time in British history that an organised policing force was introduced and it updated the predated system of watchmen and bow street runners. However, the force was met with varying attitudes from the public, much of which was sensationalised by the media[2]. Other major Acts were implemented to support the Metropolitan police, especially forces outside of London, for example; the Municipal Corporations Act 1835. This was a significant development as it nationalised the police force therefore allowing effective law enforcement to take place throughout the country, unlike before where it was restricted to London[3]. However the effectiveness of these developments can be questioned, as police officers were often criticised for being drunks and bullies[4], therefore they were mistrusted by the general public. There were further attempts to nationalise the police force, such as the Rural Constabulary Act 1839. This was a significant development in law  enforcement as the legislation focused nationalising policing in rural areas. On the other hand, the enforcement of the Act was optional[5] thus limiting its effectiveness, as many boroughs were apprehensive of its creation. Nevertheless further legislation was pioneered in the form of the County and Borough Police Act of 1856, which saw every county having to acquire a professional police force[6]. The government encouraged the development and gave incentives such as; paying for clothing and wage to efficient police forces[7]. Officers therefore, would have felt a sense of duty to their jobs accurately as they had respectable positions. Additional legislation allowed the policing forces of Britain to develop into further branches, such as the establishment of the C.I.D in 1877 which investigated homicides. This development was pivotal as it loosened pressure on the Metropolitan police force and allowed a select force to focus on a case. However, the birth of the C.I.D incurred with the Turf Fraud Scandal, thus leaving the public suspicious and distrustful of the establishment. The C.I.D’s first major test came in the form of the Jack the Ripper Case in 1888[8], which instilled fear throughout the nation. Conversely the case was significant in another light, as police performance was repeatedly criticised for its incapability and slow work. Other cases such as The Arrest of Scotland Yard[9], did not help the detective forces as they were again shown as an inefficient and corruptive detectives. The development of the C.I.D also brought about the development of the Special Irish Branch in 1884, both which showed their significance as they foiled the assassination attempt of Queen Victoria at her Golden Jubilee in 1887[10]. This was a significant case as it showed the public that both, the C.I.D and the Special Branch were effective developments of law and order as cooperative work between forces ensured the protection of the Queen and thus the nation. It is apparent that other factors contributed in influencing effective law and order and not only developments in policing, for instance the reformation of prisons. Prisons in the 18th century have been criticised for their poor sanitation, poor food and living conditions. It was remarked that felons in Britain lived â€Å"worse than dogs or swine†[11]. Humanitarian Elizabeth Fry campaigned for the separation of women and children from male  prisoners, especially after she witnessed the appalling conditions in prisons[12]. Her work was promoted throughout the House of Commons and with the support of Sir Robert Peel; they introduced a series of prison reform including the Gaols Act 1823. This showed the strong public opinion on issues regarding law and order, especially as intervention of influential individuals was evident. By 1840 the government had recognised that prisons needed to be modernised, such as the Pentonville prison in 1842. Developments such as these meant that wardens could control prisons better and new regimes could be exercised, such as the separate system, where inmates were kept in solitary confinement from the beginning of their sentence. This development aided effective law and order as there were reported cases of reformed criminals, however the system sent many insane or led them to suicide, questioning the regime and the governments handling on the treatment of criminals. Furthermore, prisons had been nationalised in 1877[13], this coupled with the harsh regimes led to a steady fall in crime[14], proving the effectiveness of this development on law and order. Further legislation such as the Prison Act 1898, reasserted the idea of reformation as the main role in prison regimes. This led to a dilution of the separate system, the abolition of hard labour, and established the idea t hat prison labour should be productive. The argument of the reformation of prisons brought attention to young offenders. Transportation itself had ended in 1852, as reformists viewed it as a lenient punishment, however under the Reformation School Acts (1854); courts were allowed to send children for transportation[15] setting double standards within society, whilst historians argue that there were little, if any boundaries between children and adults[16]. The Children’s Act of 1908, established juvenile courts[17] and also banned prison sentences to those less than 14 years of age. This was significant in influencing effective law enforcement, as children were seen with sympathy and compassion. The legislation also showed that boundaries were being set for adults and children. During this period there was a general feeling that children were committing crime due to inadequate discipline and education at home, thus the Borstal System was introduced[18]. The main elements in the borstal programs included; education, regular work, vocational training, and group  counselling, however the Borstal System proved to be ineffective as 75% of inmates still re-offended[19] . Further developments came into fruition in the form of technology, which greatly influenced effective law and order. It has been argued that were being increasingly caught[20], for instance, advancements through the development of finger printing in 1901[21]. The development aimed to prevent criminals from concealing previous convictions. This development contributed to effective law and order as a database of criminals was created which the police could use as a reference for repeat offenders. Other tools which helped the police force included Radio telegraphy and the use of the 999 system in 1910. These developments influenced effective law and order as the police was able to communicate better with not only one another, but also with those in need of help. However the effect of the modernisation of the police force meant that there was increasing reliance on electronical and technological methods, thus alienating the average police man from his community[22]. It can be argued that the use of media had also affected the influence the effectiveness of law and order as public opinion had been influenced through the use of various Medias. The Oscar Wilde Case of 1895[23], exemplified how societies stereotypical immoralities i.e. homosexuality, could be used against someone in a court of law and order and convict them as a criminal. Other cases, for instance the Derek Bentley Case of 1952[24], showed further miscarriage of justice, as the wrong person was hung. This case was significant in influencing law and order as the media attention helped increase societies widespread doubt in the justice system. An added incentive that motivated the public’s change of attitude towards capital punishment and the miscarriage of justice was the Ruth Ellis Case of 1955[25]. It was evident from this case, that Ellis was did not receive the correct legal representation in court and the case was not thoroughly investigated. It was found out after the trial; Ellis was a victim of domestic violence, which could have been the cause for her crime of passion. These high profile cases strengthened the public’s resolve on the issue of the barbarity of capital punishment and the ever present fact that there was  no reprieve for those who were convicted and hung. This led to the profoundly significant changes in legislation which influenced effective law and order; the Murder (Abolition of Death Penalty) Act of 1965[26]. This was paramount in policing legislation as the death penalty was abolished. The abolition was a significant change in the 20th century as capital punishment was seen with much aversion both from the public and judges alike, who were especially reluctant to hand out death penalties. In conclusion developments within policing which significantly influenced effective law and order in the period 1830-1965 were vast and all had varying impact on society. Legislation such as the Municipal Corporations Act of 1835 and the Rural Constabulary Act of 1839, ensured society was protected by an organised, efficient national police force. However officers were distrusted by the general public, therefore they had many hurdles to face before having a significant impact on society. However one cannot base the effectiveness of law and order within this period solely on developments in policing, as there were other contributory factors. For example; reformation of prisons through work of individuals such as Elizabeth Fry, the establishment of the C.I.D, technological developments such as finger printing and DNA sampling and high profile cases like that of Oscar Wilde. These developments greatly advanced effective law and order, as one can base the suggestion of decreasing crime rate during 1830-1965[27] on these as well as the developments in policing. Bibliography Books Trend of Crime 1750 – 1900 – Ian Dawson Crime and Punishment: A Study Across Time – Roger Whiting 1968 D.Taylor. ‘Crime, Policing, Punishment in England 1750-1914’ The Victorian Underworld, Donald Thomas 1998 Police and Prisons – P. F. Speed 1970 Crime and Punishment through time, John Murray History of Police in England and Wales – T. Crithchley 1978 Websites www.historyhome.co.uk www.learnhistory.org.uk www.parliament.uk/ www.en.wikipedia.org/wiki/County_and_Borough_Police_Act_1856 www.en.wikipedia.org/wiki/Jack_the_Ripper#Investigation www.suite101.com/content/the-jubilee-plot-to-kill-queen-victoria-a290563 www.howardleague.org/index.php?id=elizabethfry www.howardleague.org/history-of-prison-system/ www.crimezzz.net/forensic_history/index.htm www.en.wikipedia.org/wiki/Oscar_wilde www.innocent.org.uk/cases/derekbentley/index.html www.stephwn-stratford.co.uk/ruth_ellis.htm www.legislation.gov.uk/ukpga/1965/71/enacted

Right And Wrongs Of Animal Rights And Experimentation Philosophy Essay

Right And Wrongs Of Animal Rights And Experimentation Philosophy Essay Animal experimentation is a controversial issue that has been debated for thrity-five years. In early 1970, a group of students of Oxford academics shared their opinions about animal rights by writing an article for the Sunday Times. One member of the group, Richard Ryder, wrote three articles in the Daily Telegraph stating his views concerning the wrongness of animal rights and scientific experimentation. After doing so, Ryder wrote a pamphlet titled Animals, Men and Morals: An Inquiry to the Maltreatment of Non-Humans, and in response to Ryders pamphlet, an Australian philosopher, Peter Singer, put forth his beliefs about animal rights. After Singer responded, he published a piece called Animal Liberation: A New Ethics for our Treatment of Animals in 1975. This portion of work noted the beginning of the Animal Rights Movement, also known as Animal Liberation Movement. Many animal-rights activists, professionals, and philosophers argue that testing is morally wrong, while scientists , who test new products on our furry, little friends, argue that there is nothing wrong with it. This paper will explain the outlooks of those who are against animal experimentation and believe animals deserve the same rights as humans, those who are moderate, feeling that a middle ground should be established, and one who conducts the experiments and is for animal experimentation. Animal Rights uses each chapter to explain a persons beliefs concerning animal rights. The introduction begins by mentioning Peter Singer and explaining his arguments for animal rights. In Animal Liberation, Singer states People hold animals in a state of tyranny. This tyranny has caused and today is still causing an amount of pain and suffering that can only be compared with that which resulted from the centuries of tyranny by white humans over black humans (7). He argues that animals should be treated with the same rights as humans. He asks for humans to really question animal treatment and to give animals the same consideration as any other species, including humans (7). Four basic principles were outlined as a result of the animal rights movement beginning in 1975. First: Pain is bad, no matter whose pain it might beà ¢Ã¢â€š ¬Ã‚ ¦This does not mean that pain is the only thing that is bad, or that inflicting pain is always wrong. Sometimes it may be necessary to inflict pain and suffering on oneself or othersà ¢Ã¢â€š ¬Ã‚ ¦.But this is justified because it will lead to less suffering in the long run; the pain is still in itself a bad thing. Second: Humans are not the only beings capable of feeling pain or sufferingà ¢Ã¢â€š ¬Ã‚ ¦.Of course, the nature of the beings will affect how much pain they suffer in any given situation. Third: When we consider how serious it is to take a life, we should look, not at race, sex, or species to which that being belongs, but at characteristics of the one being killed, for example, its own desire about continuing to live, or the kind of life it is capable of leading. Forth: We are responsible not only for what we do but also for what we could have preventedà ¢Ã¢â€š ¬Ã‚ ¦. We should consider the consequences both of what we do and of what we decide not to do (7, 8.). However, some animal-rights activists and organizations believe that Singers views were not enough. He opposed most experimentation if it was not for the benef it of science, when the argument should have been all experimentation. An individual introduced after Singer in Animal Rights, Steven M. Wise, is an author and a law professor who generally shares the beliefs of Singer, but he is one that agrees that the controversy that all animal experimentation is unacceptable. Wise argues that animals deserve legal rights just as the human race does, because, although many dont believe him, he thinks that animals are just as dependent as humans. Many humans believe that because animals are, most of the time, dependent on humans to take care of them, they dont deserve the basic legal rights, but Wise counters this argument by stating, Human babies, for example, do not act autonomously, yet they have rights (64.). He also counters the particular argument that animals lack the ability to think rationally, make decisions, and understand emotions such as the human brain and therefore dont deserve rights, with the growing evidence that some animals, particularly nonhuman primates, have extraordinary mental capabilities (6 4.) He continues to fight for and teach others about animal rights and experimentation. Contradicting the proposals of Singer and Wise, is the philosophy that animals lack souls and the ability to reason, justifying the use of animals for experimentation (122.) Animal Experimentation is used mainly in the Cosmetics Industry but also in the Drug, Food Additives, Supplements, Household Products, Pesticides, and Industrial Chemical Industries, and is still conducted in the United Kingdom and possibly in Universities, medical schools, pharmaceutical and biotechnology companies, and military defense establishments. Animal experimentation has been proven in many cases to improve medicine and science, and this is the viewpoint in which Professor Carl Cohen bases his beliefs that animal experimentation is necessary. Cohen argues that experiments on animals are necessary in order to safeguard and improve human health and well-being (128.) In saying this, he implies that without experimentation on animals, vaccines for malaria and polio would have never been invented. He feels th at none of the above industries could have advanced today without animals to experiment on. Frank Gannon is an individual who has quite a different opinion than Singer, Wise, and Cohen. Animal testing can be both beneficial and non-beneficial, and Gannon feels that a middle ground must be reached. Gannon published a journal article in EMBO Reports stating, The debate over whether and how scientists should use animal models has been inflammatory, and the opposing viewpoints are difficult to reconcile (519.) Animal-rights protesters argue that the use of animals for experimentation should be completely abolished. According to Gannon, Many scientists insist that some experiments require the use of animals and want to minimize regulation, arguing that it would impede their research, but most scientists try to limit experiments on animals. Gannon believes that society must find the middle ground-avoiding the cruel and unnecessary abuse of animals in research while accepting and allowing their use if it benefits society. He feels that in order for our society to flourish and beco me more medically advanced, its necessary to test on animals as long as its not flagrant abuse. New products have to be tested in order to be proven effective. William Hamblin, author of another online journal article, takes Gannons belief to the next step. Hamblin mainly supports animal experimentation by stating Animal testing is used in several areas of research. The three main areas are pure research, drug testing, and the testing of cosmetics, and many good things have come from experiments in these areas. Animal testing has played a very important role in medical advancement. Hes for it, because less than ten percent of house pets are used for experimentation. He speaks against the ethical argument pointing out that even though humans know animals experience pain, non-human subject suffer less due to their incapability to remember and anticipate pain. Hamblin supports animal testing, because so many advancements as an outcome outweigh all of the rodents that die, because most of the animals used in testing today are, in fact, lab rats and mice. An interesting viewpoint pertaining to animal experimentation, using Hamblins beliefs as a basis, comes from Tipu Aziz, a neurosurgeon in Oxford who is pro-animal testing and speaks publicly about using animals to test cosmetics products. Aziz disagrees with the host of writers in Animal Rights. Aziz said, People talk about cosmetics being the ultimate evil, but beautifying one has been going on since we were cavemen. If its not proven to reduce suffering through animal tests, its not wrong to use them. Aziz uses monkeys in his research in order to research improvements towards Parkinsons disease. Primates are very similar to humans, especially on the intellectual level. He isnt afraid to be a vocal supporter, according to interviewer for The Guardian, Jane Marshall, and would like to inform others that animal testing is necessary for medical and scientific advancement. After all, hes doing it for the benefits of the human race. His justifications for animal experimentation, along wi th those of Gannon and Hamblin, are that this is how we humans advance in industries, especially medical and scientific which are needed for our society to develop. He reasons that its not a fact that animals suffer from testing, and until proven, its acceptable to improve our civilization through testing. Testing helps researchers develop cures for diseases and save human life. The only way to learn about something is to test it, and as long as animals dont suffer, theres nothing wrong with it. After researching and reading various beliefs of professors and philosophers who are for animal rights and against experimentation, journal authors who believe in a compromise, and scientists who see no wrong in experimenting on animals, my argument for animal rights and against experimentation has slightly changed. I still feel that animals should have legal rights, just as humans, and experimentation is unethical, but I agree with Gannon and Hamblin on the fact that society must find the middle ground. As long as the testing that occurs isnt abusive, its important for our society to become more medically and scientifically advanced. The animal-rights activists need to accept within all reality that in the labs, its not proven that scientists are abusing animals. Scientists test new products on rats and mice for the improvement of human life. As long as animals arent being hurt and we are finding cures for diseases, there needs to be a compromise and the controversy should end.

Self-delusion In Death Of A Sa :: essays research papers

In Arthur Miller’s drama “Death of a Salesman'; the protagonist is a character by the name of Willy Loman. Willy suffers from self-delusion and is obsessed with a desire to succeed. Willy’s family is strongly influenced by his actions, which contributes to their own self-delusions. Willy has an extremely large ego and fabricates most if not all of his success. He brags about how much money he makes inflating his sales commissions to his wife Linda. Willy is too proud to accept a job from Charley yet he seems to have no problem accepted money from him to make ends meet. Willy says; “I’m keeping strict accounts'; (1683) of the money Charley gives him, but has no intention of ever repaying the debt. Willy wants to be recognized, liked and admired. In Willy’s mind success is linked to how well a person is liked. He exaggerates how well liked and respected he really is and tells his sons Biff and Happy in order for them to be truly successful they must first be well liked. Linda is an enabler and is codependent on Willy. She encourages him and participates in his delusions. Linda is unselfish and her life revolves around Willy and the boys. Despite what she might think or feel personally she tries to influence Biff and Happy to listen to their father stating; “attention must be paid'; and encouraging them to participate in his delusions. By giving into Willy, trying to keep peace in the family and trying to avoid hurting him she is actually causing more harm than good. Biff is irresponsible and unable to find happiness. He learned from Willy the way to achieve success is through lying, stealing, and powerful acquaintances. His disillusionment with his father stems from the discovery of Willy’s adulterous relationship and unfaithfulness to his mother. Biff becomes frustrated with his mother when she defends Willy. He rebels against success and authority taking pleasure in defying his father. He does try to face the trut h and has a sense of moral responsibility. Biff has inherited some of Willy’s best traits. He believes there is a better life out there for him, but not as a salesman. He wants to be outside working with his hands, which ironically is when Willy seems to be truly happy and when he feels he has been successful at something. Happy has inherited the worst of Willy’s traits.