Novel Compared to Movie Adaptation Essay Example for Free

Novel Compared to Movie Adaptation Essay Film adaptation or movie adaptation has been a widespread practice in cinematic tradition around the world. Majority of such adaptations are made from fictions, primarily novels. Some of the other popular sources include autobiography, plays, scriptures and comic books. When a novel is adapted for movies, there are certain techniques deployed to give it a cinematic appeal. Inventing new characters and altering scenes fall into the category of primary adaptation techniques. Sometimes it is also noticed that an insignificant character in the novel is given a prominent part to play in the film. Novels with exteriority and physically dynamic structures are most commonly adapted for filming. Thus, modern novels with their intricate literary devices (such as stream-of-consciousness, internal monologues, etc. ) are difficult to make fit for movies. While changes are mandatory due to time constraints and nature of the medium, extreme care must be taken so that the original essence of the novel is not compromised. However, one school of thought argues that the director should treat the film separately from the novel as both are completely different works of art. Accurate arrangement of a novel at the time of filming is virtually impossible since both speak different literary languages. Contrary to this perspective, another school of thought steadfastly believes that the film must retain either the thematic or the aesthetic sense of its source. Changes should only be made wherever necessary. This doctrine lays more emphasis on the faithful reproduction of the source content. This article is going to make a comparative analysis between Fannie Hurst’s Imitation of Life and its cinematic adaptation of the same title directed by Douglas Sirk. One of the cardinal aspects of movie adaptation that every director must keep in mind involves the risk of taking the viewers away from the fiction: â€Å"It has been argued that these displays of technique and artifice make it difficult to respond affectively to art since they create distance between the fiction and the viewer. † (Sirk et al. 207) Cinema is quintessentially a self-reflexive form of art having a vast scope of expression. This freedom, if used discreetly and masterfully, may make an ordinary source look splendid. The novel Imitation of Life focuses not just on the crude nature of racism in America in the beginning of the twentieth century, but also, and perhaps on a more serious note, holds in view the limitations of the new women. Peola, one of the main female characters in the novel, represents the tragic predicament of being â€Å"neither black nor white yet both†. (Hurst et al. xxv) Her persistent struggle to live without black identity makes her suffer from the inconsolable loss of her mother. At the same time, Bea also gets entangled between career, romance and motherhood. She has to give up love and care for her daughter Jessie to pursue her career. The two sets of mother-daughter relationships portrayed in the novel, Bea-Jessie and Delilah-Peola, imply a subtle message which Hurst seeks to convey in the novel: a woman can’t â€Å"have it all†. (Hurst et al. xxv) The movie by Douglas Sirk does not deviate from the main plot of the novel to a great extent. Characters and conclusions in both cases are same, but the background is changed in the movie to suit the nature of time it depicted. It might be noted that the novel was written in 1933 whereas the movie was released in 1959. The identities of Lora and Annie as widowed single mothers are kept intact in the sense that Bea and Delilah are also shown as widowed single mothers in Hurst’s novel Imitation of Life. The cinematic counterparts of Jessie and Peola are Suzie and Sarah respectively. Lora’s fiance Steve is an adaptation of the character of Frank Flake in Imitation of Life. The movie Imitation of Life, as observed by Andrew Sarris in Film Culture, is characterized by an apparent notion of impossibility which Sarah wants to achieve – white skin. (Handzo 1997) If one attempts to make a comparative analysis between the movie and the novel, the element that comes to the fore is the introductory part. Sirk Douglas does without the elaborateness of Fannie Hurst in narrating the backdrop of Lora’s previous life when she was married. In the beginning of the novel, Bea is shown as a spinster who marries Benjamin Pullman. The subsequent chains of events that lead to Bea’s struggle for survival with an infant daughter are excluded from the movie. It opens with Lora’s soaring ambition of becoming a Broadway star – a curtain raiser which is followed by three social scenes the filmmaker conjures: â€Å"women and work, race relations, star mythology†. (Sirk et al. 27) In this sense, the movie mirrors the content of the novel in a threefold manner. To quote Sirk, â€Å"The mirror is the imitation of life. What is interesting about a mirror is that it does not show yourself as you are, it shows you your own opposite. † (Sirk et al. 3) As far as cinematic approach is concerned, the abrupt opening may be attributed to time constraints as well. However, the movie diverts from the novel in one critical aspect. While Bea pursues a successful career of businesswoman, Lora takes a different course altogether. Unlike the world of literature, the world of showbiz uniquely demands dynamism of action and hence, the characterization is justified per se. Another argument that can be cited with regards to the altered career path of the main protagonist of the movie is the shifting social climate in the times it was released. It was difficult for the filmmaker to envision his heroine as the owner of pancake restaurants. Moreover, during that phase many Afro-American actors were striving to put behind the stereotyped roles of household attendants. So changes in the storyline are especially reflected in the characterization of Annie. In addition to being a motherly figure of affection and care, she is also the source of wisdom in Lora’s household. (Richard 2008) Both the novel and the film adaptation share a striking resemblance in themes of romance. At the end of the novel, a triangular love develops between Bea, Flake and Jessie. Similarly, the movie also projects similar storyline where Suzie in her teenage is enamored by Steve who is Lora’s fiance. This modernist woman’s picture has been a source of much controversy in both the novel and the movie. It has given rise to a lot of feminist speculations regarding the ordeals faced by single working mothers in male dominant societies. The melodramatic imagination of the filmmaker goes beyond the confines of the novel. The cinematic experience of Imitation of Life presents a spectrum of diverse interpretations which are not fully realized in the novel. It can be stated without an iota of doubt that the freedom of expression in any moving medium is utilized to its fullest potential by the director, all within the permissive limits of the reel world. Works cited Hurst, Fannie, and Daniel Itzkovitz. Imitation of Life. Durham: Duke University Press, 2004. Sirk, Douglas, and Lucy Fischer. Imitation of Life: Douglas Sirk, Director. Piscataway: Rutgers University Press, 1991. Handzo, Stephen. â€Å"Intimations of Lifelessness. † bright lights film journal 18 (1997) Richard, Cicely A. â€Å"Film Analysis: Imitation of Life. † suite101. com. May 26, 2008. 7 March 2009 http://classic-film-dramas. suite101. com/article. cfm/film_analysis_imitation_of_life

The Shavian Theatre of Ideas (Modern Drama) Essay Example for Free

The Shavian Theatre of Ideas (Modern Drama) Essay The predominating influence in determining Shaw to turn to the drama was the example of Ibsen and equally prominent was his love of debating, in which he had shown how irresistible it was for him to counter his arguments himself if no one else would. These influential strains compelled him to choose the kind of play in which the characters undertake this dual task of proposer and opposer. In 1892, he made it into Widower’s Houses, and thereafter, for nearly sixty years with unflagging energy he made drama peculiarly his own province. It was not till after Saint Joan that he became the revered elder playwright, a highly respectable figure whom, however, the dramatic critics did not cease to condemn as sharply as before. By then, the old world having been transformed by the war, a new generation had grown up to accept him. Supreme though he had been in his own publicizing of ideas, the parallel preaching of H.G Wells and others had further helped to make his Socialism and his general attitude to ideas and society part of the mind of the age. But socialists as well as others could still be amazed as the old man, with the energy and the unpredictable originality of his genius, produced such plays as The Apple Cart, Too True to be Good, Geneva and In Good King Charles’s Golden Days. In this long period of dramatic writing, Shaw displayed the range of his genius in a great variety of plays. It is hard, however, to discern any clear â€Å"periods† or trends in his development. At most, there is on the whole a change of theme from the particular to the general, from the contemporary scene to the future and of attitude from the satiric and destructive to the philosophic and constructive, from the materialistic to the mystic. If there is any real division to be made in Shaw’s dramatic development it is the First War that marks it. Unable to produce any new work in those four years, when he resumed with Heartbreak House, he was on the whole as a dramatist more philosophic than before, and more concerned with the future. In his own account, Shaw refers to Man and Superman as marking the emergence of what he himself aimed to be as a dramatist, one of â€Å"the artist-prophets† in the succession of men like Goethe and Ibsen. In his summary of his first years as a playwright, he remarks that in the early nineties, he found the existing state of English Theatre ‘intolerable’. The fashionable theatre prescribed one serious subject: clandestine adultery: the dullest of all subjects for a serious author. The exuberant high spirits which characterized his plays before 1914, often bringing into his comedy a lively element of farce, did not appear so much afterwards. Instead, something of grandeur and poetry found expression in famous passages of Saint Joan and Back to Methuselah, though hiss comic vision still played freely and variously, fully exemplifying the Shavian wit and humour. Heartbreak House was the first play that had been written with such deep underlying seriousness. He called it ‘a fantasia on English themes in the Russian manner’, by which he alluded to his being partly inspired by Chekhov, and symbolically through its characters it presents a world which has lost its direction, a world of futilities and insincerities struggling to find reality, a world which to one of the characters appears ‘this cruel,damnable world’. In his 1923 cycle, Shaw felt himself to be co-operating with the Life Force, for through his drama he was declaring that, if only mankind had the will to control its evolution, it could in time achieve perfection, and his ‘metabiological pentateuch’ therefore become part of this purposive process. When he had thus fulfilled his great wish to express his fundamental religious faith as a Creative Evolutionist, Shaw returned in Saint Joan to a drama of his normal scope and manner. Its heroine, portrayed as a sane and shrewd country girl of extraordinary strength of min and hardihood of body†¦a thorough daughter of the soil in her peasantlike matter-of-factness and doggedness†, she was however, in her creator’s mind an instrument like himself of the Life force. In The Apple Cart, he turned again to the future and to the dismay of those who had regarded him as an advanced advocate of democracy showed that the highest ability could be found as well in a king as in a peasant.His brilliance was undiminished and to the end his extraordinary vitality of mind animated all he wrote. Shaw’s ideas can never cease to form an important part of his dramatic legacy, any more than we can appreciate Shakespeare without reference to the view of life which lies behind his work. Nevertheless, it is as dramatist upon the stage that Shaw demands primary consideration. In his own day, Shaw’s command over audiences which by no means consisted only of those who shared his ideas was an obvious fact. His wit was always subservient to the total working of the genius of the comic playwright. His dramatic instinct, indeed, was altogether transcendent and so willfully fashioned its own play that the audience almost forgot in its delight the seriousness of the lesson it had been offered. Those who saw Man and Superman at a performance in which in the Third Act of Juan in Hell was omitted were quite justified in not realizing how much lay behind the farcical comedy of John Tanner trying to flee from the pursuing Ann. Hence, the Prefaces which not only took advantage of the success of a play to make a more comprehensive and detailed attack but which had often to make the public fully conscious of matters which the inspired comic Muse had transmuted into laughter. Shaw once spoke of the lightness of heart without which nothing can succeed in the theatre, and in his own paradoxical union of the prophet and the jester lies the assurance of his dramatic survival. Shaw’s plays give the impression of his creative powers working in a spontaneous unity. His success lies partly in the command of stagecraft which instinctively he knows how to turn stage situation to profit. His characterization, however, sometimes lacks the power of fully convincing us, because it does not always arise from such immediate creative insight as does the general idea of the play, but is to some extend dependent on that idea for the nature and variety of its figures. Of outstanding individual characters many surely have the individuality which lives in its own right, a Bluntschli or a Father Keagan, or a Shotover or Saint Joan. Women, above all, he read and presented with a cunning unromantic realism which suggests, like the novelist Richardson, he understood women even better than men: to Saint Joan may be added among his many acutely and vividly realised women Raina, Cleopatra, Candida, Ann Whitefield, Major Barbara Jennifer Dubedat, and Eliza Doolittle, to name only a few. In two directions his characterization possessed special power- in evoking our sympathetic interest in unattractive people like Mrs. Warren and Louis Dubedat, and in creating beings of broad comedy of a Dickensian vitality like Candida’s father, Straker and Alfred Doolittle. Other gifts affecting characterization included his ability to allow for the existence in a character of the intuitive, that ‘sort of sixth sense’ which when it is possessed, gives an extra dimension to personality, and his understanding of good simple souls, as pre-eminenetly in the Saint. â€Å"Effectiveness of Assertion is the Alpha and omega of style. He who has nothing to assert has no style and can have none; he who has something to assert will go as far I n power of style as its momentousness and his conviction will caryr him. Disprove his assertion after it is made, yet his style remains.† With his union of assertion and provocation, his style is never dull. There is the further animation given by the dramatic clash of dialogue which shares the general effect of spontaneity.

The Semi Presidential System In France Politics Essay

The Semi Presidential System In France Politics Essay The France government is a semi presidential system which follows the fifth republic of the French constitution. The France declares them as the secular, social, individual and democratic republic. The government of France divides into a legislative, a judicial branch and an executive. The prime minister shares the executive powers with the president. Parliament consists of the Senate and the national assembly. It passes vote and statutes on the budget and it also controls the works of the executive through questioning in the parliament house and by organizing enquiry commission. The members of the constitutional council are appointed by the president of national assembly, the president of the senate and the president of the republic. The judiciary system of the France is based on the civil law system which was evolved from Napoleonic codes. The judiciary system is divided into the administrative code and the judicial branch. They have their own supreme court of appeal like Conseil d à ©tat for the administrative purpose and Court of Cassation for judicial purpose. The French government also has various bodies to check whether the powers are abused by anyone or not. France was also the founding member of the European Union. (introduction) History France was one of an earliest country which changes from feudalism to nation state. The monarchs of the France were surrounded with the capable ministers. French armies were the most disciplined, professional and innovative of their day. The dominant power in Europe was France during the power of Louis XIV from year 1643 to 1715. In the 18th century, the Louis government faced financial problem due to the military campaigns and overly ambitious projects. The main causes of French revolution during the year 1789 to 1794 were resentment against the political system and deteriorate economic conditions. Although the revolutionaries follow egalitarian and republican principles of government but the French government reverted to form constitutional monarchy about four times. The four monarchial governments were the restoration of Louis XVIII, the empire of Napoleon, the second Empire of napoleon III and the reign of Louis Philippe. The third republic was formed after the Prussian Franco wa r in 1870 and lasted till the defeat of the military in year 1940. During the World War I the great loss of material and troops occurred. France government formed the huge border defenses known as the Maginot Line and alliances to defeat the German strength in the year 1920. Although France was defeated early in the world war III then also they gain the power again in June 1940. In July 1940 France was divided into two sections. One section was ruled by Germens and another was controlled by the Vichy France. But in year 1942, the Italian and German force conquered the France including Vichy region also and formed the allied forces. In 1944, Allied force liberated France after four year of occupation and services. After the world war II France faces new problems. Initially the provisional government was led by Gen. Charles de Gaulle but after the short period of time the fourth republic was formed by the new constitution. It was parliamentary form of government which was controlled b y series of coalitions. The lack of agreement between the French military and the members of the constitution was the main cause of the change of the government. On May 13, 1958 finally the government structure collapsed due to the tremendous pressure which was generated by the four years war with Algeria. In June 1958, fifth republic was formed and General de Gaulle became the prime minister and in December of the same year he was elected as a president. After the seven year in the 20th century, the people of France for the first time got the liberty to elect their president through ballot system. De Gaulle won the election after defeating Francois Mitterrand with 55% share of vote. After elected as a president of the country De Gaulle conducted a referendum which was concern on the creation of twenty one with the less political powers. But this proposal was rejected by the members of the government after that he resigned from his post. After him, Gaullist Georges Pompidou was elec ted as president for year 1969 to 1974 then Valery Giscard dEstaing for year 1974 to 1981. After that Francois Mitterrand was elected for year 1981 to 1995 and then neo-Gaullist Jacques Chirac for year 1995 to 2007. Nicolas Sarkozy was elected in May 2007 as sixth president of France under the fifth republican. It remarks as increasing of social and economic reforms. During the five year term of Sarkozy, he faced tremendous pressure to improve the economy, employment rate and reduce the sizable budget deficit of the government. He has also reintegrated the north Atlantic treaty organization with France. (history of france government) Governmental Structure In year 1958, public referendum approved the constitution of the fifth republic. According to this constitution the president was elected for the seven year term but in 2002 the presidential period of work got reduced to five years. In year 2008, the new constitutional reform was passed again which limits the presidential period to two consecutive terms. The next legislative and presidential elections are scheduled in year 2012. The executive branch of France is consisting of the prime minister, the president, the bureaucracies of many ministries and the government. The president has the right to elect the prime minister, rules over the cabinet and gives the instruction to the armed forces. The president also has right to submit the question to the referendum. At the time of emergency the president has rule by decree and dictatorial powers but with permission of the parliament. The head of the government is prime minister and his cabinet is composed of minister delegates, secretaries of state and number of ministers. Under the fifth republic, president leaves the day to day policy decision to the prime minister and its government. Every year the members of parliament meet once for the nine month session. Under the special situation the president has special right to call the additional session. Even the legislative branch has few executive powers then also the national assembly has power to remove the existing government if the votes of the members are in majority. The parliament of France consists of a Senate and a National Assembly. The principle legislative body of France is national assembly. The members of national assembly are elected for the five year through voting. The Electoral College has the right to choose the senators. In 2003 a new rule is passed the senators will serve for six years but one half of the members will be renewed after three years. The legislative powers of the senators are limited as compared to the national assembly. Initially the government has power to solve the agenda of parliament but after the constitutional reform which was passed in 2008 parliament got the right to solve their own agenda. In July 2008, a new constitutional reform was passed which limited the process to one bill in each session, finance on the social security and to the vote for the national budget. Impact assessment is necessary from the September 2009, for all the draft laws which is going to the parliament and the council state. The best feature of the judicial system of the French is that the council of state protects the basic rights when it is violated by the action of the state and constitutional council protects the basic laws when it is violated by the new laws. The function of the constitutional council is different from the council of state and they provide the justice to the citizens who have claimed against the administration. There are various ordinary courts such as the criminal courts, the police courts, the industrial courts and the commercial courts which settle the disputes which arise between the citizens and also between the corporation and the citizens. The cases which were judged by the ordinary court can be reviewed by the court of appeals. Political system On May 16, 2007 Nicolas Sarkozy joined the office under the Fifth republic as the sixth president. On April 22, 2007 during the first round of election, Nicolas Sarkozy placed first, the head of the Union for popular movement party. The Segolene Royal, the candidate of socialist, placed second. Francois Bayrou of centrist placed third and Jean Marie Le pen of extremist was placed fourth. In the second round of the election on May 6, 2007, Sarkozy defeated Segolene Royal by 53.06%. The defeat of Royal in the presidential election was the third largest defeat of the any Socialist candidate. The focal point of the campaign of the Sarkozys party was to implement the various reform like economic and market oriented reforms. After electing as the president he first gave the green signal to implement these reforms and worked on the European Union treaty which was rejected in the year 2005. The voters of France also show their desire to renew the France and United state relationship. The pre sident Sarkozy basically concentrate on improving the performance of the economy of France through labor market liberalization, taxes and higher education. During the legislative elections which was held on July 10, 2007, the UMP won by the large majority. This gives them an advantage during the European Parliament election in year 2007. They won by 27.88% from the Socialists. During the first year of service, Sarkozy removed the income taxes on the overtime works and increase the pension period of the retirees. (political system) Conclusion The France government follows the semi presidential system. The French government divides into the three parts. One is legislative, other is executive and last one is judicial. The France president has degree of the executive powers. The prime minister which is appointed by the president has highest number of executive powers. Then we studied the history of the France government before the World War II and the till now. Then we discuss the governmental structure of the France government. It is consist of the prime minister, president and the Member of Parliament. The parliament of France consists of the national assembly and the senate. The member of the national assembly was elected for the five years and the member of senate was elected for the six years. The judiciary system of France consists of the various local and the supreme courts which solve various types of problems at each level. Then the political structure of France government is discussed. The political structure of Fr ance consists of various political parties like UMP, extremists, socialist etc.

Free Essays - Anthony Burgess A Clockwork Orange :: Clockwork Orange Essays

  Clockwork Orange In Anthony Burgess’s A Clockwork Orange, Burgess creates a gloomy future full of violence, rape and destruction. In this dystopian novel, Burgess does a fantastic job of constantly changing the readers’ allegiance toward the books narrator and main character, Alex. Writing in a foreign language, Burgess makes the reader feel like an outsider. As the novel begins, the reader has no emotional connection to Alex. This non-emotional state comes to a sudden halt when Alex and his droogs begin a series of merciless acts of violence. The reader rapidly begins to form what seems to be an irreversible hatred toward the books narrator. However, as time progresses, Burgess cleverly changes the tone of his novel. Once wishing only the harshest punishments be bestowed upon him, it is these same punishments that begin to change how the reader feels. In fact, by the end of the book, one almost begins to have pity for Alex. The same character that was once hated soon emerges as one of many victims taken throughout the course of the book. Throughout Alex’s narration, Burgess manages to change the readers’ allegiance toward a once seemingly evil character. Alex is the type of character one loves to hate; he makes it all too easy to dislike him. He is a brutal, violent, teenage criminal with no place in society. His one and only role is to create chaos, which he does too well. Alex’s violent nature is first witnessed during the first chapter, and is soon seen again when Alex and his gang chose to brutally beat an innocent drunkard. This beating off the homeless man serves no purpose other then to amuse Alex’s gang. The acts committed were not performed for revenge, the one reason given was that Alex did not enjoy seeing a homeless drunk, â€Å"I could never stand to see a moodge all filthy and rolling and burping and drunk, whatever his age might be, but more especially when he was real starry like this one was† (13). Alex continues to explain his reason for dislike, â€Å"his platties were a disgrace, all creased and untidy and covered in cal† (13), from this explanation one realizes his reasons for nearly k illing a man are simply based on pleasure, desire, and a dislike toward the untidy. By the end of the second chapter Burgess’s inventive usage of a different language to keep the reader alienated from forming opinions about Alex ceases to work.

Descartes Essay -- essays research papers

Descartes is famed by is familiar notion, “I think therefore I am (Cogito, ergo sum.).'; It is a conclusion he has reached in his second meditation after much deliberation on the existence of anything certain. After he discovers his ability to doubt and to understand , he is able to substantiate his necessary existence as a consequence. What we doubt or understand may not ultimately correspond, but we can never be uncertain that we are in the process of thought. This idea is a major component in Descartes’ proof of the external world.   Ã‚  Ã‚  Ã‚  Ã‚  He relies on the existence of a non-deceiving God to ensure that an external world exists after calling it into doubt by the invocation of the dream argument. In this argument, Descartes suggests the possibility that none of our ideas are caused by external objects and therefore, such objects may not exist. He also raises the idea of a demon that may deceive us and allow us to perceive what is not really there. Although he assures himself of his own existence by his modes of thought, he remains uncertain of the reality of an external world. He doubts whether there is anything of material substance that provokes thought within him rather than it being conceived in his mind completely independent of anything else. Descartes then considers those reasons that have inclined him to believe these material things exist in the past. “I know by experience that these ideas do not depend upon m...

Cold Knap Lake :: English Literature

Cold Knap Lake This poem is about an incident from the poet's childhood. Cold Knap Lake is a real place near Barry in Glamorgan, South Wales. It is a Bronze Age burial site, and something of a local beauty spot. A little girl is drowned in the lake, or so it seems, but the poet's mother gives her the kiss of life, and her (the poet's) father takes the child home. The girl's parents are poor and beat her as a punishment. At this point, the poet wonders whether she, too, "was...there" and saw this (the beating, rather than the rescue) or not. The poem is inconclusive - the writer sees the incident as one of many things that are lost "under closing water". What begins as a reflection on a vivid memory ends by recognizing the limits and vagueness of the way we recall the past. In the opening lines, the poet seizes the reader's attention with the seeming seriousness of death. This makes the mother's action seem yet more miraculous. If we assume that the "wartime frock" is being worn during (not after) the Second World War, then the poet (born in 1937) would have been at most eight years old. The mother is a "heroine" but her action has nothing to do with the war. The rest of the crowd either do not know about artificial respiration, or fear to take the initiative. And they are "silent" perhaps because they do not expect the child to recover. The poet notes how her mother's concern is selfless - she gives "her breath" to "a stranger's child". (We can contrast this with the poet's admission of her own coldness to someone else's child in Baby-sitting.) The image also suggests the miracle of creation as related in Genesis (the first book of the Bible), where God gives Adam life, by breathing into his nostrils. Back to top The poet does not condemn, but seems shocked by, the child's being "thrashed for almost drowning". But for all we know, the parents who beat her thought this was the right way to teach their daughter to be more careful. (The incident may also explain the poet's reluctance, years later, as she writes in Catrin, to let her own daughter skate in the dark.) In the penultimate stanza, the lake of the title supplies an apt image of memory. Under the shadow of willow trees, cloudy with "satiny mud", stirred as the swans fly from the lake - the "troubled surface" hides any exact information. What really happened lies with many other "lost things" under the water that closes over them - in the lake, where

7p’s marketing mix Essay

The product is basically a smooth orange juice made with natural orange and is organic, with benefits such as it’s never sweetened, never concentrated, there are 11 juicy hand-picked oranges in every bottle ,there is 1 portion of fruit in every 150ml serving. (Also used in this report will be smoothie drinks and it will be part of the marketing mix) The product itself is part of the marketing mix because if the product is unique and offers quite a few benefits then it will help the marketers in selling it, also the fact that the product has what juice drinkers looking for, for example they will be looking for good taste, good health and part of their five a day including additional benefits such as a good source of vitamin c, all these factors help the product be the best it can be and help it sell in the shelves of supermarkets. Promotion The promotion of the juice is done in many different ways, one of the most used is advertising but their other forms of indirect advertising such as sponsorship are also methods of promotion. For innocent the promotion element was very important because they were unknown in the market because they were a new start-up so they marketed their product quite heavily and managed to get their product into a major supermarket which extended their reach nationally and enabled them to advertise on TV, newspapers and major banners on the highways. Eventually all this promotion helped them get to the ? 100million pound turnover that they have today. Over the years their promotion has helped them increase market share and compete with smoothie market leader â€Å"pj† Price The 3 founders of innocent found it surprisingly easy to break into major outlets even though their retail prices were as high as ? 2 for a small, 200 ml bottle. By 2002/2003 sales had risen to ? 10 million a year and the future looked very bright. Then things became a bit tougher. The smoothie market had been originated in Britain in 1994 by a company called ‘PJ’. Stung by Innocent’s success, in 2003 PJ Smoothies were promoted more heavily, stabilising their market leading position. Then the major supermarkets started offering own-label smoothies. With a Tesco’s own-label bottle at ? 1. 39, it would be much harder to charge ? 1. 99 so innocent had to fight on price with competitors and keep growing but they focused on justifying thus making it a very good product which helped it sell at the high end of the price graph. A pro of having a high price is people automatically assume it is a good brand and this help in the marketing because they are seen as quality providers in public so when innocent launch a cheaper alternative they will not find it difficult to sell to people with tighter budgets. People The people behind the brand are well known in the public, they are two former university students who after leaving university, Richard Reed, Adam Balon and Jon Wright decided to try their own business, selling fresh fruit smoothies. The idea started when they spent ? 500 on strawberries and bananas, they went to a festival and got feedback of their smoothies from the public, in the end they got amazing feedback and set up their business so it’s evident that the people behind the company are passionate about the business and have helped raise funds for the start-up and market the business, also they are famous for creating a very good environment to work in (image below) which helps the people in creativity and work productivity and this is a marketing edge which is used when innocent promote their products, they are very happy to publicise the work environment which innocent provides them. Physical The exterior appearance of innocent packaging is very attractive and overall the company projects a very attractive feel for the organisation, even the headquarter buildings of innocent are very well designed and the work place is very clean and attractive and this projects a very good image of the company and in marketing terms a very good proposition to the customer. The logo’s on bottles is very well designed and the graphic fruit images does not hinder in the marketing mix, the packaging delivers a very fresh and exciting look to the customers as much as the fruits themselves. Place The distribution channel is always very important because we all the marketing in the world if people can’t purchase your product then it pretty pointless so it’s vital that innocent are available in a lot of stores, they are available in tesco, asda and Sainsbury’s and together these stores have 80% of market share in the UK so in essence they are very well placed and this gives them a marketing advantage. Process Also important is the process in which the apple goes from field to factory, from factory to store and this logistical side of the equation is important because it’s great to be selling to Tesco, you have to be able to deliver the top quality product promised. So innocent have farms where they produce the fruit also they buy in fruit and transport the products to their production faculty where the smoothies are made and packaged thereafter they are delivered to supermarkets nation-wide, this process helps them get products into place and products to customers quick and effectively. Conclusion During this process of writing this marketing mix, I have realized that the marketing mix is inter-linked and each part works with another, so the promotion work with the price and the people and so on so forth, so in terms of innocent they are covering the marketing mix quite well.