On First Looking Into Chapmans Homer

On First Looking Into Chapmans Homer John Keats On First Looking into Chapmans Homer is a sonnet in which he writes of the impact of reading Chapmans translation of Homer. Reading Chapmans Homer did more than spark Keats intellect. Chapmans Homer caused a massive explosion in Keats mind which allowed him to write as John Middleton Murray says one of the finest sonnets in the English language (Murray). In this paper I will show that Keats writes the poem On First Looking into Chapmans Homer after he had an epiphany as a result of reading Chapmans translation of Homer. George Chapman was an English poet, dramatist, and translator during the Renaissance. He is most remembered as the poet who translated the works of Homer. He was born in Hitchin around 1559. Chapman died in poverty in 1634, but left a wealthy estate of writing for all to inherit. John Keats, born in 1795, was an English Poet. He published three books of poetry. Keats lost both parents at a very young age. Keats was not born into aristocracy, he was not rich, and therefore was not very well educated. Most critics did not consider Keats to be credible poet. Because he was poor he could not marry the woman he loved and only achieved fame after his death in 1821. Andrew Motion of the Richmond Review writes: The story of John Keats is one of the best known lives in literary history. His working class origins, poor critical reception and tragically early death constitute a perfect blueprint for a popular archetype of the Romantic Poet (Motion). The poem On Looking into Chapmans Homer was written after Keats and his friend Charles Cowden Clarke was given a copy of Chapmans Homer. Michael R. Richards states: Keatss sonnet is a criticism in miniature, a capsulated criticism very much in tune with almost all the Romantic critics (Richards). Evidently, Keats used the poem as a vehicle to reveal the hidden treasure of literary wealth regarding Homer and his literary works that was not mimed by Pope. Keats uses the Italian (Sonnet) or Petrarchan form of the sonnet to structure his poem. The octet, which is the first eight lines of the poem, carries an abba abba rhyme scheme. The next six lines of the poem, the sestet, have a rhyme scheme of cdcdcd. As expected, line 9 of the poem introduces a change in the poem, formally known as a Volta, commonly called a turn. In the octet, Keats speaks of travels he experienced vicariously through his reading. Keats vivid imagination allows him to enter into the pages of the books and the words were as sparks causing his intellect to catch fire. In concert with the theme of Petrarchan sonnets, Keats uses the octet to introduce the problem when he writes: Oft of one wide expanse had I been told / That deep-browd Homer ruled as his demesne / Yet did I never breathe its pure serene / Till I heard Chapman speak out loud and bold. (5-8) First, it is fitting to look at the words used in the poem. Keats uses language that depicts expansive travel, major discovery, and an enriching sense of satisfaction. Using words like much, states, kingdoms, many, and islands, he successfully communicates that his travel was plentiful and varied. Next, he intimates discovery by alluding to astrologers finding new planets, and the imagery of Cortez first seeing the Pacific Ocean. Keats encapsulates the fact that he had heard of Homer and the euphoria of the vast impact of the newly acquired insight by declaring: Yet did I never breathe its pure serene / Till I heard Chapman speak out loud and bold / Then felt I like some watcher of the skies / when a new planet swims into his ken/ or like Stout Cortez when with eagle eyes / he stard at the Pacific. (6-11) Keats reading experiences in general, and more his specifically, reading of Chapmans Homer was so prolific, that he could only describe it in the sestet with metaphors and similes that bespeak grandeur of expanse, height and depth. The overarching metaphor is reading presented as travel. Hiliary S. Brautigam, in her essay, Controlled Passion writes: Keats dramatically establishes the narrative with the arresting first line, drawing the reader into the overarching metaphor that encompasses the poem (Bressler). A surface reading of the poem misleads the reader into believing that Keats is a man who has travelled to many places. Keats writes: Much have I travelld in the realms of gold / And many goodly states and kingdoms seen. / Round many western islands have been / Which bards in fealty to Apollo hold. (1-4) A closer inspection of the poem reveals that the word much quantifies travel that was done figuratively and not literally. So in this instance there is a twist of irony and there is also the masterful use of binary opposition whereby much is less in terms of Keats actual travel, but it is volumes in terms of travel through reading. The same mastery holds true for the concept of travel. As defined by Dictionary.Com to travel is: to move or go from one place or point to another(Dictionary.com). Denotatively, the word travel means moving between physical spaces; however, in Keats case, travel is not between physical spaces, but is over miles on mental projection. While Keats hero, Homer, though blind, travelled extensively, the vast majority of Keats travel was in the space of his reading. The further use of simile and metaphor makes an excellent segue for Keats use of imagery. Keats writes: Then felt I like some watcher of the skies / When a new planet swims into his ken / Or like stout Cortez when with eagle eyes / He stard at the Pacific and all his men (9-12). The simile watcher of the skies speaks of people who studied the science of astronomy. In the historical context, watchers of the skies or, astrologers are people who studied the skies. According to Chris Lawton, From around 3000 BC onwards, astronomy in its most primitive form had developed (Lawton). In the religious context, watchers of the skies were called Egyptian Magi, wise men, who were able to look at the skies and gain the knowledge and wisdom to predict events. The religious value of Magi can be found throughout the Holy Bible. For example, Matthew, in Matthew 2:1, 7 writes: Now when Jesus was born à ¢Ã¢â€š ¬Ã‚ ¦there came wise men from the east to Jerusalem Then Herod à ¢Ã¢â€š ¬Ã‚ ¦ enquired of them diligently what time the star appeared (Matthew). Thus, Keats pronouncement that he felt like a watcher of the skies strongly implies the degree of wonder and amazement he felt when reading Chapmans translation of Homer. It was, for Keats, as though he became aware of a celestial event. Interestingly, the title of the poem On First Looking into Chapmans Homer the emphasis on Chapmans Homer alludes to the fact that Keats was aware of the interpretation of Homer as translated by the English Poet, Alexander Pope. Michael Richards writes: Keats had been previously acquainted with Homer, only through Popes translations, translations that Keats found artificial (Richards). Further, Richards claims: The Romantics criticisms of Pope and Chapman agreed with Keats in that it condemns the flaccidity, the polluted poetic diction, and the artificiality of Popes translation and praised the strength, purity, and originality of Chapmans (Richards). Until Keats read the translation by George Chapman, there was no awakening in him. Furthermore, the use of the word looking in the title employs irony and imagery masterfully. According to Dictionary.Com: look may be defined as: to investigate; to see (Dictionary.Com). It is fair to conclude that Keats reading and understanding of Chapmans Homer was so thorough that Keats could see by visualization the events, places, and people in Chapmans translation. In addition, the overarching themes of travel and discovery may very well be complimented by a theme of enlightenment or awakening. Through a theme of enlightenment or awakening, it may be argued that when Keats read Chapmans Homer, it was not the first time that Keats had heard of Homer; however, it was the first time that the life, legacy, and literary contributions of Homer united with the literary experiences and convictions of Keats, giving birth to a synergistic awakening which unleashed Keats creativity. Keats declaration of hearing Chapman speak out loud and bold is the climatic moment when he felt and understood the power of Chapmans translation. Keats believes that Chapman illuminated Homer better than any other poet. The Sestet of the poem shows an overpowering word picture. There is a picture of bewildering excitement, star-struck awe, and fulfilling silence, much like a lover anticipating a climax, then experiencing the climax, and after the climax, falling into a breathless, trance-like fulfilled silence. Keats writes: Then felt I like some watcher of the skies / When a new planet swims into his ken; / Or like stout Cortez when with eagle eyes / He stard at the Pacificand all his men Lookd at each other with a wild surmise / Silent, upon a peak in Darien. (9-14) As is expected of Italian Sonnets, there is a clear denouement in the sestet. The depictions of Cortez as stout and eagle-eyed are additional and effective uses of simile and metaphor that enhances the imagery. The word stout commonly evokes physical images of being hefty, round, bulky or fat. But, coupled with the expression eagle-eye, it most likely identifies with this interpretation as defined by Dictionary.Com: having endurance or staying power (Dictionary.com). It is a widely known fact that the vision of eagles is superior to that of humans. While lauding the superior vision of Cortez to identify the Pacific Ocean, Keats also shows the precision with which he scoured Chapmans interpretation. Thus, by combining stout with eagle-eye, the poem highlights the strength, stamina and precision of not only Cortez but also that of Keats. The allusions to strength and stamina bolsters Keats strong use of metaphors, simile, and imagery. The strength of these literary elements is testament to Keats belief that Chapmans Homer is superior to that of Popes. In the poe m, Keats atttributes the discovery of the Pacific Ocean to Cortez and not Balboa. It is not clear whether Keatss attribution was as a result of a careless scholastic approach, or, whether the attribution was as a result of the deliberate use of poetic conceit which is using extended metaphors to create an image. What is crystal clear though, is the fact that with diction, imagery, the use metaphor and simile, and the application of binary oppositions and irony, Keats allows the reader to envision how he felt when the life and works of Homer as offered by Chapman touched his pysche. The impact of Chapmans Homer complimented Keats historical, social and political perspectives. In October 1816 during the Romanic Era Keats penned On First Looking into Chapmans Homer. As was fitting during the Romantic Era, Keats glorified Homer in the poem. Of course, in the neoclassic era, Homers individual heroism would be frowned upon, since neoclassics preferred people who conformed to social norms. Like Homer, Keats elevates the art of using metaphors. Again, Like Homer, Keats also combines the art of using simile and metaphor to bring to life a literary work that might otherwise be mundane. Here is a comparison of how Homer and Keats combined similes and metaphors. Homer writes: The two immortals stepped briskly as wild doves, quivering, keen to defend the fighting men of Argos. (Fagles) Keats writes: Then felt I like some watcher of the skies / When a new planet swims into his ken (9-10). It is evident that Keats discovered the value of Homers use of metaphors and immediately made use of this powerful literary tool. In summation, I submit that Keats ability as a poet and his understanding of the purpose and elements of Poetry, in particular, imagery, simile and metaphors were awakened by Chapman because Chapman captured the essence of using similes, metaphors, and imagery and gave life to writing about Homer. Apparently, after observing Chapmans use of metaphor and gaining a deeper understanding of the power of the use of metaphor and simile, Keats appreciation for them as literary elements grew. Based on his newfound understanding, it is possible to assert that Keats view of Homer, as seen through the scope of Popes translation appeared tumultuous. However, Chapmans translation depicted a much clearer view of a man whose territory is serene. Chapmans translation was the catalyst for Keats climatic epiphany. Keats was able to clearly articulate how he felt before reading Chapmans Homer and how he felt after reading Chapmans Homer. The excitement felt by Keats as he discovered new truths about Ho mer and his work, is one that is shared and should be shared by any person seeking higher learner. John Keats so brilliantly and effectively conveyed the emotions he felt as he uncovered the dynamics of Homer that readers of the poem are drawn into the excitement of travel and discovery metaphorically. The imagery of Keats first as a poet who is reading for knowledge, then as an astronomer gazing into new truths, and finally as a explorer realizing that he had discovered a new world of literary skill was very vivid. The impact of Keatss discovery fueled him to demonstrate the skill and document the experience. As a result future students, poets, writers, translators, interpreters, and lovers of the literary world have a good specimen of the effectiveness of imagery, simile, and metaphor. The words of Keats following below are a fitting conclusion to his discovery of power of the metaphor. Keats writes: Oft of one wide expanse had I been told / That deep-browd Homer ruled as his deme sne / Yet did I never breathe its pure serene / Till I heard Chapman speak out loud and bold. WORK CITED Bressler, Charles E. Literary Criticism. Upper Saddle River, New Jersey: Pearson, Prentice Hall, 2007. Dictionary.com. 10 July 2010 . Dictionary.com. 15 July 2010 . Dictionary.com. 19 July 2010 . Fagles. Think Quest .Org. 10 July 2010 . Lawton, Chris. tcp.co.uk. 5 July 2010 . Matthew.Blue Letter Bible. 8 July 2010 Motion, Andrew. Richmond Review. 27 August 2010 .

A Big Issue for Home Appliance Manufacturers in China :: Outsourcing Retail Partner Manufacturing Essays

A Big Issue for Home Appliance Manufacturers in China Home Appliance manufacturers in china have made great progress accompany the fast development of the consumption of home appliance in the whole nation. There are many native home appliances manufacturers and foreign manufacturers especially those who come from Japan and South Korea, contest for this huge market. The competition among them is extremely scorching. To occupy the market, techniques, finance and management are undoubt tools for competing. However, the difference of those three elements among the manufactures become less and less. So another field was focused by those manufacturers and many issues arose. That is retailer. It is very difficult for those manufactures to compete with so many competitors in this big country by only their own branch representatives. Outsourcing retailer become absolutely important. However, common retailers can ¡Ã‚ ¦t help too much. What they need are outsourcing retail partner who keep stable relationship and supply long term retail service to them. The benefits of outsourcing retail partners are obvious but how to outsource is quite complicate and is the main issue will be discussed. Literature review 1. What is outsourcing ¡GThe definition of outsourcing 1. The process of transferring the responsibility for a specific business function from a employee group to a non-employee group (Zhiwei, Kathy, Joseph, 2001) 2. The outsource could be defined as a service outside the company acting as an extension of the company ¡Ã‚ ¦s business but responsible for its own management, while outsourcing could be defined as employing an outside agency to manage a function formerly carried on inside a company (Rothery and Robertson, 1995) 3. A transfer of an administrative responsibility to an outside organization, an arrangement that changes both service delivery and internal staffing patterns. Contracts with consulting firms, however, are also viewed by some as a form of outsourcing, particularly when close ties develop in long-term relationships.(Johnson and Cox, 1997) Others describe outsourcing as  ¡Ã‚ §the practice of handling over the planning, management and operation of certain functions to an independent third party ¡Ã‚ ¨ (Auerbach, 1996).  ¡Ã‚ §Finding new suppliers and new ways to secure the delivery of raw materials, goods components and services, by utilizing the knowledge, experience and creativity of new suppliers not used previously (Thames, 1994) 2. The benefits of outsourcing a supply partner To know the reason why the home appliance manufactures need to outsource retail partner. As Partner outsourcing is only a part of outsourcing, we need to find benefits or advantage gained from outsourcing and we can see all the benefits of partner outsourcing from there.

Define and Discuss ‘Retail Experience’ Essay

Define and discuss ‘retail experience’. Use a case study example to demonstrate its application. How does the retailer create and enhance value? Define and discuss ‘retail experience’. Use a case study example to demonstrate its application. How does the retailer create and enhance value? David Olu RETAIL MANAGEMENT Define and discuss ‘retail experience’. Use a case study example to demonstrate its application. How does the retailer create and enhance value? When people go shopping they want to encounter an enjoyable experience which will satisfy their needs so in recent years retailers have tried to take the shopping experience to another level in order to encourage consumers to build a relationship with the brand. The purpose of this essay will be to outline what is meant by the term â€Å"retail experience†. The main focus will be on a particular case study involving Apple in order to explain how the retailer goes on to enhance value. Retail experience can be seen as a process in which a retailer packages an experience together with products. (Berman B & Evans J 2010) highlight that â€Å"A Retailers image depends heavily on its â€Å"atmosphere†. When looking at atmosphere it is the psychological feeling a customer gets when visiting the retailer.’’ It is noted that atmosphere can influence hedonic value this is an important aspect of the experience, because this is what plays a vital role in gaining a customer’s interest and it can help in leading the customer into the buying process. All of the major retailers will aim to provide a relaxing environment for their consumers because shopping is considered as fun and pleasurable (Jones, 1999). There are some key factors that contribute to this, first we look at music because it provides entertainment for shoppers Turley and Chebat (2002). Followed by lighting the appropriate use of it,  such as product spotlighting and dim ambient lighting, and thirdly the use of bright and vibrant colours. Swinyard (1993) reiterated this by pointing out that â€Å"Mood states are present in virtually every shopping encounter, and could have a significant effect on shopping behaviour†. And In Relation to this (Kemp and Kopp 2011) also put forward that Emotions shape our everyday existence, including our consumption and purchase behaviour. So this could mean that a consumer in a bad mood may tend to view shopping activities differently from one in a good mood. When a customer enters the store atmosphere they are not able to experience the music in seclusion or smell the scent without seeing the colours as well they do not walk on the floor-covering without feeling the ambient temperature. The typical customer experiences amounts of all these and other incentives as an on-going, collective experience. So it can be argued that most buying environments are purposefully designed to produce specific emotional effects in shoppers. Berman & Evans J (2010) argued that â€Å"The presentation merchandise and the displays that bring shoppers into the store are very important in creating a retail image. So other factors which have to be considered when looking at retail experience is the layout of the shop itself because if the shop is nicely laid out it will encourage customers to spend more time in the shop than originally planned. So retailers have to consider the layout of the products and how they can appeal to customers and also clearly labelled displays if they have any in order to make the customers indentify what is on sell clearly. So it is always essential for a business to ensure that the shop is properly organised. A store exterior provides a powerful impact on a business’s image this should be planned effectively a store exterior consists of the total physical exterior of the store itself, with a storefront most retailers can present a traditional, trendy, upscale environment, in relation to retail experience customers who happen to pass a shop they usually judge a store by its exterior so this can be used to draw in customers with things like display windows showing products will be able to catch a customer’s attention  straight away most retailers make use of mannequins in order to grab people’s attention. Customers always want to feel valued and welcomed when they visit a shop so when they enter the shop they expect a good customer service from the members of staff this is crucially essential for an organisation to manage. Because not only will shoppers appreciate the store due to the products offered, or atmospherics’ but they will have more of a strong interest due to the kindness of the salesperson (Lombart and Jeandrain, 2003). If the members of staff are always available and helpful it will create a customer satisfaction and this can be considered as a key determining factor with benefits of repeat shopping and buying behaviour if managed effectively so with this it means that customers will always have a good experience, when they encounter polite and helpful members of staff and this will also create a positive image for the business. Promotion is another tool in which retailers will aim to provide satisfaction to their customers so in order for them to do this they implement special offers as a strategy to achieve this, if an organisation regularly provides promotion as part of its experience it will find that they will attract more customers. So for example retailers like Tesco or Asda regularly offer promotion and they go head to head on offers in order to gain draw in more people. Not only will offering promotions attract repeat custom it will also allow the organisation to generate profit. All different kind of Retailers will try to use different ways in order to bring that retail experience that their consumers desire so retailers who connect with customers through experiences which are personally relevant , memorable, interactive and also emotional are more likely to increase sales and brand loyalty and this is why experience stores such as Apple have emerged, reason being that they want customers to bond with the brand, at first hand , a â€Å"try before you buy† approach . Apple is one of the biggest leading technology companies in the world apple provides customers with an attractive and relaxed environment where they can  handle. â€Å"Apple has been developing its experience stores since 2001 and by the end of 2008 the company had opened some 250 increasingly sophisticated stores† (Jones, & Comfort, 2010). Benghazi (2012) States that entertaining browsing experiences might help a browser to learn more about the offers and characteristics. Customers will be able to use knowledge in order to make a decision on whether they should purchase the product or not so in regards to this Apple provide their consumers with a live interaction of their products for example the Apple store in London’s regent street lets customers get involved in â€Å"Getting started workshops† this includes showing customers how to set up a new Mac, connecting to the internet and sending emails. This goes to show that Apple are trying to involve their customers with a firsthand experience of the brand and the products they offer, the experience goes beyond the store itself the company provides summer camps for children and youth workshops. Children aged 8-12 years get what is known as a â€Å"hands-on Mac experience, during a 3 hour workshop 8-13years olds can compose a song â€Å"in a garage band†, construct a photo album and create key note presentations. This illustrates on how Apple are trying to expand retail experience to their customers by going beyond the in store experience this will in return generate a positive outcome for Apple. Within regards to the designs of the stores, the interior represents three values, which are transparency, community and service. There is the open spacious interior containing the computers, IPods and IPhones which are neatly placed on tables this portrays transparency. Community is encouraged by the store through its theatre and its lounging areas and then the commitment into services is branded into customers minds as they are able to visit the genius bar, each store is looked at as a place where people can feel comfortable and are not intimidated by technology. Apple stores may be designed to sell but also at the same time they are designed to teach, customers who walk into an apple store just for a casual play of the products can find that the experience can quickly turn into some serious learning. When we look at a typical apple store it has three  spaces the first one is usually for play and for purchasing, and the other one is for learning a customer would typically come across these areas in that order. The shop is laid out in a simple manner enabling the customers to move around freely to admire the products within the store. Like any other store, apple stores consist of members of staff who wear a blue t-shirt with the apple logo in the middle making them easily recognisable to the public as the staff with a casual look. There always there to help customers with their knowledge on how to use the products. The members of staff always ensure to ask customers if they need help if the customer looks lost, this type of retail setting allows customers and members of staff to interact as the members of staff are always asked questions in regards to the products, and the questions that the customers ask the staff guide the learning and they reveal what has been learned and what else is there left to be learned. So in a sense Apple have able to take the relationship between the customers, staff members and the store to a different level of retailing and learning. The Apple store has built relevance into every section of the shop, the members of staff are aware that they have to start with the customer and with whatever knowledge the customer knows and then progress on from there. Despite the technology the apple store experience is more focused on forming a relationship with the products rather than just focusing on products. An Apples store experience generally provides a powerful image about the brand Apple is able to combine products together with service effectively in order to reward their customers with a unique experience in which customers are able to feel like learners who are able to develop valuable skills. The Apple store learning experience is greatly adapted and focused on the interests and the needs of the individual customer. Conclusion Retail experience is vital for all of the retailers to establish in order to looking at Apple they have successfully established an environment where customers would want to come back again and again so in conclusion Apple has shown that they value their customers by ensuring that their customers experience the products at first hand and by also taking that experience out  of the store by providing their customers with things like summer camps. It is vital that Apple continue to bring this experience to their customers because it will mean that they will generate repeat custom and also they will be able to attract new customers. Bibliography Books Berman, B. and Evans, J. (2010) Retail management a strategic approach. 11th Ed. New Jersey: Pearson education Inc, p.508, 509,510,512. Internet Sonera, T. (2006). Apple case study. Available: www.buyukdemirci.com/Apple/Apple_case_.pdf. Last accessed 18th November 2012. Journals Ballantine, P. et al. (2010) Atmospheric cues and their effect on the hedonic retail. International Journal of Retail & Distribution Management, 38 (8), p.1, 2. Burns, D. and Neisner, L. (2006) Customer satisfaction in a retail setting: The contribution of emotion. International Journal of Retail & Distribution Management, 34 (1), p.50, 51. Jones, P. et al. (2010) Retail experience stores: experiencing the brand at first. Marketing Intelligence & Planning, 28 (3), p.243. KEMP, E. and KOPP, S. (2011) Emotion in consumption. Journal of Consumer Behaviour, 10: p.1. Kronrod, A. et al. (2012) Hedonic Consumption and compliance with assertive messages. Journal of Consumer Research, Inc., 39 (1), p.52. Nsairi, Z. (2012) Managing browsing experience in retail stores through. International Journal of Retail & Distribution Management, Vol. 40 (9), p.678. Swinyard, W. (199300) The Effects of Mood, Involvement, and Quality of Store Experience on Shopping Intentions. Journal of consumer research, 20p.271. Washor, E. et al. (2009) At the Core of the Apple Store: Images of Next Generation Learning. The Phi Delta Kappan, 91 (2), p.61, 62, 63

The Five Principles Of The Western Way Of War - 969 Words

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