Pest Analysis of McDonalds in Malaysia

Pest Analysis of McDonalds in Malaysia PEST stands for Political, Economic, Sociological, and Technological. PEST analysis is an effective tool to audit companys environmental influences which can be used for strategic decision-making. The PEST analysis is a very useful tool to understand and analyze market growth, market position, future potentials and direction for a particular business so A PEST analysis can be termed as a business measurement tool. PEST analysis summarizes the external environment in which the business is planning to operate or already operating. However, an effective follow up and proper response plan is required to ensure optimum use of PEST analysis (Luthans Doh, 2008). This report aims to discuss PEST analysis of McDonalds in Malaysia. The report is divided into five parts. First part is introduction where the basic theory and application of PEST analysis is discussed. The next part is detail explanation of four components namely Political, Economic, Sociological, and Technological of PEST analy sis. The third part of this report highlights PEST analysis for McDonalds in Malaysia. The final part of this report discusses conclusion and summary analysis. 2.0 Background of the Company: 2.1 Introduction: McDonalds is a popular brand name in fast food industry. McDonald has 34,000 restaurants in 119 countries serving roughly 69 million people every day. Worldwide around 80% of McDonalds restaurants are franchised and generally owned and operated by independent local entrepreneurs (McDonalds, 2013). McDonalds annual report 2012 shows that worldwide the company generated operating income of 8.5 billion in 2011 with 9.7% growth over 2010 (McDonalds Corporation, 2012). McDonalds Malaysia opened its first store in 1982 in Kuala Lumpur. According to the figure of 2009, McDonalds Malaysia manages 194 restaurants nationwide catering the need of 10 million customers monthly. McDonalds Malaysia is growing significantly with 15-20 restaurants per annum. In order to manage day to day operations McDonalds Malaysia has around 8,000 local employees who are working in different outlets and near about 150 personnel are working in the headquarter (McDonalds Malaysia, 2009). 2.2 Company History: Ray Kroc the founder of McDonalds corporation started his business with Richard and Maurice McDonald by buying franchising right in 1950s to operate McDonalds restaurants in the USA. In 1961, he bought complete shares of the company from the McDonald brothers. In the last quarter of 1980, Golden Arches Restaurants Sdn. Berhad. (GARSB) received permission to bring McDonalds in Malaysia. The first McDonalds opened on 29 April 1982 at Bukit Bintang, (McDonalds Malaysia, 2009). 2.3 Products are Services: McDonalds offer wide variety of fast food and beverages including burger, nugget, chicken fries, French fries, set meals etc. Moreover the restaurant serves different type of coffee, carbonated beverages, ice creams and flavored drinks (McDonalds Malaysia, 2013). McDonalds continuously does research and update its menu to keep the market share. Cost leadership and price differentiation is McDonalds one of the key marketing strategies (McDonalds Corporation, 2008). 3.0 Introduction to PEST analysis: It is mentioned earlier that PEST stands for Political, Economic, Social, and Technological. This tool is used to evaluate the market for both new entrants and existing business units. This analysis tools are a framework for assessing a situation. It can be applied to evaluate a position or a strategy, company direction, new marketing proposition or even a new idea. Thorough analysis of the environment in which the firm functions empowers a company to take advantages of opportunities as well as minimize the threats. PEST framework often encourages proactive thinking and brainstorming rather than relying on instinct (Luthans Doh, 2008). 3.1 Political: Political factors often refers government intervention, entry barriers, tax or tariff structures which are designed to benefit Government or the citizen. The political environment has huge influence on the business. Political stability, regulations, spending power of consumers often shapes the profitability of a business (Oxbridge Graduates, 2013). There are certain factors which influence political situation of a country which includes ecological or environmental issues, current legislation home market, future legislation, international legislation, regulatory bodies and processes, government policies, government term and change, trading policies, funding, grants and initiatives, home market lobbying/pressure groups, international pressure groups, wars and conflicts (businessballs.com, 2010). 3.2 Economic: Economic factors comprise many factors e.g. stability, income status, income parity, purchasing powers, unemployment rates, exchange rate, interest rates etc. there is no doubt that these factors plays a vital role in decision making for an industry or a business (Oxbridge Graduates, 2013). It is necessary to consider certain factors while analysis economic situation of a country, for example, home economy situation, home economy trends, overseas economies and trends, general taxation issues, taxation specific to product or services, seasonality and weather issues, market and trade cycles, specific industry factors, market routes and distribution trends, customer or end-user drivers, interest and exchange rates, international trade and monetary issues (www.businessballs.com, 2010). 3.3 Socio-Cultural: Socio- cultural factors refer to the pattern and trend of demand which generally occur due to the nationality, religious or culture. As for food industry it is evident that local taste and preferences will decide the acceptance of particular food products. In order to survive and grow local likings and disliking should be followed. So a thorough understanding about local market is required to ensure successful business (Oxbridge Graduates, 2013). The cultural and social influences on a particular business vary country-wise. When a Socio-Cultural situation is analyzed lifestyle trends, demographics, consumer attitudes and opinions, media views, law changes affecting social factors, brand, company, technology image, consumer buying patterns, fashion and role models, major events and influences, buying access and trends, ethnic or religious factors, advertising and publicity, ethical issues should be considered (www.businessballs.com, 2010). 3.4 Technology: Technological factors shape the production output and efficacy of the plant and operation. As for the food industry it is seen that employment of technology brought fruitful results in the food industry (Oxbridge Graduates, 2013). Technology is a critical success factor to achieve and sustain competitive advantages. Moreover, this is a key driving force of globalization. An analyst considers competing technology development, research funding, associated or dependent technologies, replacement technology or solutions, maturity of technology, manufacturing maturity and capacity, information and communications, consumer buying mechanisms or technology, technology legislation, innovation potential, technology access, licensing, patents, intellectual property issues, global communications while evaluating technological situation (www.businessballs.com, 2010). 4.0 PEST analysis for McDonalds in Malaysia: 4.1 Political Components: Malaysia is a multicultural country with three major ethnic groups namely Malay, Chinese and Indian. Moreover, the country has few indigenous groups who live mostly in East Malaysia. Evidently, these groups live in peace without any major clashes (Rex, 1991). Moreover, this country is a popular tourist destination. According to Malaysian Tourism Board in 2012 around 25.03 million international tourists visited Malaysia and on an average 64,000 tourists landed in Malaysia everyday which is 7.2% higher than the inbound tourist in 2011 (MTPB, 2013). The apparent political stability is one of the main attracting factors for foreign as well as local investors. Pro- business government mentality, stable political situation and a good legal system shows attractive prospects for investors. Moreover, in order to attract large investments, the government offered greater portion of foreign equity ownership in businesses and enterprises under the Promotion of Investment Act (PIA), 1986. Market-o riented economy and an educated multilingual workforce made Malaysia as one of the popular destinations for investment (Tsen, 2005). So, McDonalds has tremendous opportunities in Malaysia and the company can capitalize this harmonious political situation for further expansion. 4.2 Economy Factors: The global financial crisis has affected the whole world at the end of 2007 resulting sharp decline in global trade and it also increased the unemployment rate in many countries. The good thing is Malaysia was not affected severely by the recession like its neighboring country Singapore. One reason could be Malaysia learnt its lessons from the previous financial crisis which occurred in 1997. Moreover, McDonalds dealt the problem efficiently by reducing product price and offering value meals. This is how McDonalds managed to maintain sales figures and performed better compared to its competitors. Currently, Malaysian economy is growing at a pace of 4.5-5% per annum. The rate of Malaysian Ringgit against US Dollar was steady at average 2.95 (Zheng, 2009). The . 4.3 Socio- Cultural Factors: As it was mentioned earlier that Malaysia is a multi- religion and multicultural country. Islam is considered official religion in Malaysia and more than 50% of population is follower of Islam in Malaysia. So naturally the concept of Halal plays important role in Malaysian food industry (Muhammad, Isa, Kifli, 2009). To respect the religious sentiment of Muslims and to comply government rules McDonalds in Malaysia does not serve any pork item. Moreover, McDonalds follow strict Halal compliances while buying the main ingredients e.g. chicken or meat from suppliers. Beef is one of the popular food items for many Malaysians especially Muslims, that is why data shows that in Malaysia the bestselling McDonalds product is Big Mac (McDonalds Malaysia, 2009). Recent trend shows that the Millennial generation in Malaysia are becoming health concern. 4.4 Technological factors: Malaysians are becoming more and more technology oriented. Social networking sites are playing vital role in every aspect of Malaysian peoples lives especially the younger generations are heavy users of internet and other IT gadgets (Miniwatts Marketing Group, 2010). McDonalds Malaysia has its own website and also it has strong Facebook and other online social networking presence. It disseminates corporate information as well as various promotions and events through these channels (McDonalds Malaysia, 2013). However, it certainly lacks in some aspects where the other competitors are way ahead. For example, McDonalds did not have internet ordering system until recently. Moreover, the delivery service in inadequate and often does not cover most of Kuala Lumpur let alone other cities (McDonalds Malaysia, 2013). In order to sustain in todays competitive business world McDonalds should design appropriate strategies to response changing need of the customers. 5.0 Conclusion: A PEST analysis is an excellent tool to understand the external affecting factors of business. It enables the company to capitalize the opportunities as well as minimize the potential threats. This report has outlined a PEST analysis for McDonalds Malaysia. However, it should be remembered that todays business world is very dynamic, demanding and ever changing so in order to ensure maximum success, the factors should be analyzed and updated on a regular basis (Luthans Doh, 2008). 5.1 Summary of the PEST Analysis: The summary of PEST analysis McDonalds Malaysia is mentioned below: Political: Despite of being a multi-cultural society, Malaysia enjoys a peaceful environment. Moreover the government is trying to encourage investments in various ways so McDonalds can use this opportunity for further expansion. Economic: Though Malaysia was not badly affected by 2007 world recession but still McDonalds was prepared and had taken timely measures. The overall economic improvement of Malaysian opens new opportunities for McDonalds. Socio- Cultural Factors: McDonalds has managed to blend with Malaysian culture nicely and understood local preferences very well, as a result McDonalds is a household name in Malaysia. However, recent health consciousness among Malaysians poses a threat for McDonalds. However, McDonalds can capitalize this change in consumer behavior by offering healthier foods e.g. organic foods, salads etc. Technology: McDonalds understands the need of technology applications. It has strong presence in online social medias e.g. Facebook. The communication patterns and preferences are changing, McDonalds should respond to these changes by innovation.

English Euphemism Essay

Euphemism, as a common linguistic phenomenon in world culture, is widely used in every social class and field. English euphemism, as one of many euphemisms existing in the world, has its own deep origin, which include both the religious origin and the historical, literary origin. This thesis will try to discuss the origin of English euphemism from every aspect of religion, race, politics, literary, and history. Language reflects life, and is always closely related to the society. During the communication, due to some certain restriction of behavior and morality, people tend to use euphemism-used as a kind of lubrication, making the harsh, indelicate words sound tactful and pleasant. English euphemism plays a very important role in people’s social communication. This paper will also expound the social communicative function of English euphemism from the three aspects: evasive function, polite function, and cosmetic function. Having a good understanding of the origin and social function of English euphemism and the English language Culture can avoid many conflicts in the process of social communication . [Key Words] origin; communicative function; evasion; cosmetic function; politeness [Abstract] euphemisms prevalent in the language of the world’s cultural phenomenon, it is widely used in all social strata and fields. Euphemism as a euphemism in one of the many, has its deep roots produced, in which packets of religion and politics, but also literature and history. This paper attempts to religion, race, politics, literature, history, in a bid to explore the emergence of English Euphemisms source. Language reflects life, and always closely linked with social, conversation in the language, due to a certain code of conduct and Ethics constraints, people often use the euphemism —- the ‘lubricant’, making harsh, non – polite euphemism becomes so pleasurable. It is in people’s social communication played an important role. This function of its taboo, courtesy functions and capabilities in three areas to cover up the English language Euphemism illustrates the social communicative functions. Euphemism by fully understanding the origins of English and its social communicative function, and further understand the English language and culture, in order to avoid social communication in the various conflicts. [Keywords:] origin;  communicative function; taboo; politeness; cover 1.Introduction Euphemism is a cultural phenomenon as well as a linguistic concept. Every language has its own euphemism, so does English. It is deeply rooted in social life and has a great influence on social communication. As an indispensable and natural pArt of English language, English euphemism has attracted people’s attention for a long time. Since Euphemism was coined, it has played a very important role in people’s communication. The communication without euphemism is unimaginable. Euphemism is used like lubrication, which makes the communication go on smoothly. This thesis will have an overview of the origin of English euphemism, and state its social communicative function. English euphemism as a linguistic concept, it has close relationships with the western culture, and it truly reflects the life and values of English people and their history. Euphemism is a particularly good medium for access to the force of language that has provided an effective approach to understanding the human mind. The study of English euphemism can help us understand the western Culture and promote the international Development because euphemism is widely used in international negotiations. So there is a great need for us to study English euphemism, including: its origin, its social function, etc. 2. The definitions of English euphemism Euphemism is a universal linguistic phenomenon. Nearly in every language, there are some disgusting words, which make people feel embarrassed. In the process of communication, the unsuitable or too direct words will make people feel uncomfortable, even angry. Then there is a great need for us to use a tactful way to express emotion, exchange ideas. That is to say, to use a pleasant, mild or indirect words or phrases take the place of tabooed words. It is known that euphemism is a form of language intentionally created in social relation to achieve ideal communication. Without them any language would seem to be vulgar and rude, void of politeness and vividness to some extent. As a common communication in the process of people using language, euphemism is an important way for people to coordinate the social relationships. Like a kind of lubrication, euphemism enables people to express what cannot be uttered directly and ensures communication to be  carried smoothly. It is a language Strategy in civilized society for avoiding taboo. It is unimaginable if the communication is without euphemism. The word ‘euphemism’ was derived from the Greek word ‘euphemismos’, which means ‘fair speech’. The prefix ‘eu’ means ‘good, sound well’ and ‘pheme’ means ‘saying’ or ‘speech’. And thus the literal meaning of ‘euphemism’ is ‘to speak with good words or in a pleasant manner’. That is to say, euphemism is used as an alternative to unpleasant expression, in order to avoid possible lose of face, either one’s own face or through going offense, that of the audience, or some of third of party. This unpleasant expression may be tabooed, fearsome, or for some other reasons that speakers can’t or intend not to use some certain expression directly on some occasion. ‘In Webster’s Encyclopedic Unabridged Dictionary of the English Language is’ the substitution of a mild, indirect, or vague expression for one thought substituted ‘. Rawson Blunt, a British writer, defined euphemism as’ a good favorable interpretation of a bad word.†[1 ] ‘Encyclopedia Britannica (1994) also defines euphemism as’ a figure of speech in which something of an unpleasant, distressing or indelicate nature is described in less offensive terms†[2] From the above mentioned, we could clearly see that euphemism is characterized by avoidance language and evasive expression. The speakers use words or expressions as a protective shield against the anger or disapproval of natural or supernatural things. It is one form of language and a linguistic phe nomenon 3.The origins of English euphemism 3.1 The religious origin of English euphemism The earliest English euphemisms come from ‘taboo’. The word ‘taboo’ comes from Togan, a kind of Polynesian. It indicates evasive language or action. [3] The emergence of English euphemism is to meet the need of avoiding taboos. In primitive society, people can’t explain such things as ailment and some supernatural phenomena. ‘People have confusion between the name of the things and things themselves. The name is viewed as an extension of things. Just as the idiom says’ Speak of devil and he appears ‘. Naturally the words or phrases related to such things become taboos.’ [4] In the ancient times, people had blind faith in ghosts and Gods they respected. They whispered and even feared them so they did not dare to address their  names directly. They think it profane to name God. Therefore the names of gods become the earliest taboos. To speak name of gods was to evoke the divinity whose power then had to be confronted. Such dangerous practices were reserved for priests skilled in negotiating with the supernatural. So the usual way to avoid is to employ euphemisms. Therefore, for the religious need, a lot of euphemisms about religion emerged. For example, in order not to desecrate God, people in English-speaking country always use some other name for God instead of calling directly, such as ‘Adonai, the Almighty, Caesar’s Cruth, the Creater, Dod, Gad, Land, Lawks, Lawd.’ [5] The opposite side of god is devil, which is more terrible for people. When people refer to them, they tend to use such euphemisms to replace: D, the Big D, the Evil one, the Black one, the Goodman, Jesse, Old boy, Our father, Lord of lords, King of kings, the Light of the world, etc. [6] From the above mentioned, we can find that religion brings many euphemistic terms in the religious matter, especially the naming and addressing of God to the language. 3.2 The racial and national origins of English euphemism It is known to all, the phenomenon of racial discrimination is deeply rooted in America in which ‘equal opportunity’ is flattered by American white people as an equal right enjoyed by everyone. Due to the pressure of social public opinion, although some whites discriminate the black from their heart, they will not expose this kind of prejudice in public. Meanwhile, few people dare to humiliate and persecute blacks publicly for no reason at all. In other words, the way of discrimination becomes tactful. There are many euphemisms emerging for this reason. In the 1930s, ‘nigger’ is still a neutral noun in England, and has no meaning of humiliating blacks. But since this word has the obvious meaning of discriminating the blacks, most of people in England and Americans use some other euphemistic words, such as ‘colored black’ instead. When talking about some other races, it does not often use the direct words that are related to color. People often use some euphemistic expression, such as the geographic name. 3.3 Historical, literary and Political origins of English euphemism From the time the Normans conquered England in 1066, English has emerged many euphemisms. At that time, the main reason to use euphemism is that the language used by the conquered is often disparaged, and is thought as gross language. The upper  class surely doesn ‘t want to lower their status to use such words. In order to avoid using such gross words, they tend to use’ the elegant words’, which originated from Latin. And these words were mixed into English gradually. There are also many euphemisms in literary works. For example, in Hamlet, Shakespeare use the expression ‘The undiscovered country from whose bourn no traveler returns’ (there has never been a mystery travelers to come back off the country) to express his great sympathy for Hamlet . [7] The famous American writer Mark Twain use ‘release’ to express ‘die’ in his work The Adventure of Tom Sawyer. Besides, politics is a fertile area for the appearance and growth of English euphemism, which is cosmetic in expression but deceptive in nature. Euphemisms of this kind are always consciously and deliberately. The cosmetic euphemism can be easily found in American English. Government’s discussion of the Vietnam War was saturated with euphemisms. Villages burned and inhabitants imprisoned were ‘Pacifications’; the war itself was not a war but a ‘conflict’, the ‘bombing’ becomes ‘logistical strike’ or ‘close air support’, and ‘killing’ becomes ‘wasting the enemy’. These euphemisms are used to deceive and to hide the dirty business of war . [8] The use of such Political euphemisms helps government to beautify the action and prevent people from taking any anti-government action. So in order to satisfy the Political needs, many euphemisms come to exist. 4.The social communicative function of English euphemism From the perspective of language communication, euphemism functions to avoid taboos, to show politeness and conceal feelings. Thanks to euphemism, it is easy for people to accept the things that are likely to make others feel embarrassed or unhappy. It is people’s general character to express their ideas as mildly and tactfully as possible. Euphemism helps people to reach this goal. From the moment euphemism came into existence, it has played a very important role in our daily communication, and help establish a good relationship between human beings and even strengthen the social stability. Euphemism are motivated by the desire not to be offensive. People use them to show their politeness, to avoid being offensive and to meet the psychological and beneficial needs of both speakers and hearers in communication. But sometimes they are used to conceal or cover something. Accordingly, euphemism serves three basic communicative functions: evasive  function, polite function and cosmetic function. 4.1 The evasive function of English euphemism The evasive function of euphemism is to evade using taboos, enabling the speaker to talk about tabooed things freely. These tabooed things are believed to be dangerous to certain individuals, or to the society as a whole, or to be disgusting and unpleasant, and cause fear. Such tabooed things include: disease, disabilities, death, sex, body excretion and body elimination process, etc. People can use euphemisms to talk about what cannot be talked directly. Reposted elsewhere in the paper for free download 4.1.1 In terms of disease and disabilities People yearn for health, and fear for specific disease and every sort of disability. So people always use tactful way to express them. For example, sexual or venereal disease such as syphilis, gonorrhoea, ADIS, etc. Are called ‘social disease’, ‘communicative disease’, etc. in English. Besides, disabilities are very sensitive area in every culture. In English, ‘the disabled, the handicapped, the inconvenienced, the invalid, auditory impaired, hard of hearing, talk with one’s fingers’, etc. are put into service. [9] So euphemism plays a very important function in our social communication. Without it, we sometimes cannot continue our talk. 4.1.2 In terms of death Death is an inevitable stage at the end of life’s journey. It is common Experience of human beings. Yet it has been the source of fear-fear of the loss of loved ones; fear of the end of one’s life; fear of the actual process of dying. Therefore, all these fears, worries, and unpleasant feelings combined lead to verbal taboo of death. Euphemisms concerning death are extremely rich. In English, there are more than seventy euphemisms for ‘death’, including ‘to be gone, to be gone to a better world, to be with God, to breath one’s last, to close one’s day, to depArt from the world forever, to depArt to God, to fall asleep, join the great majority, pass away, etc. [10 ] No matter why this word is used in a certain language, people always tend to use less harsh words 4.1.3 In terms of sex, body  excretion and body elimination process Words relating to sex, procreation and excretion are highly restricted to mention because they may evoke disgusting responses of people. Verbal taboo on them is probably motivated by the intuitive disaster, shame. People all have certain feelings of which they are so ashamed that they don ‘t like to admit even to themselves. In people’s daily life or in some formal occasion, if the talk or discussion refers to something about drainage, people will try to avoid using vulgar language. They tend to use some implied or neutral words to make conversation comfortable. For ordinary people, the safest way to avoid mentioning these things that they have to mention in many circumstances is to use another expression-euphemism to replace the true name of such a thing. For example, in English there are many elegant expressions for ‘going to WC’, such as: to wash one’s hand, to spend a penny, to go and see one’s aunt, to answer the call of nature, because nature calls, etc. [11] ‘The topic concerning being pregnant is touchy because it tends to arouse the association with sexual behaviors.’ To beat round bushes’ is very necessary, such as’ with child ‘,’ anticipating ‘,’ excepting ‘for’ pregnant ‘, etc. [12] Talking about sexual intercourse is taboo. Expressions relating to sex have heavily been veiled for the purpose of avoiding awkwardness and offense. So people use euphemistic words to talk about it. For example, people evade saying ‘hip’ directly which is replaced with ‘buttock’, ‘bottom’, ‘one’s thing’, and ‘secret parts’ donates sex organs of both males and females. 4.1.4 In terms of old age English and Chinese have different feelings about ‘old age’. A Chinese is proud of being old, whereas a westerner will feel irritated and even insulted at mentioning his oldness. In English culture, people do not describe others as or to be described as’ old ‘because the old, who no longer work, are ignored by society. Therefore, people create’ the second childhood golden years, senior citizen, gray hair, mature golden age ‘when they refer to’ old age ‘in which it attempts to conceal the fact of becoming old and avoid arousing old people’s sad feeling of aging. [14] 4.2 The polite function of English euphemism. Politeness is another important function that euphemisms serve in the social  life. Politeness is the symbol of human’s civilization and one of the important principles guiding people’s activities. As a kind of significant social activity, language activity must observe this principle, too. When we have to talk something unpleasant, we should choose euphemistic way to express in order not to hurt others. Being polite is a reasonable action that anyone who is keen on face-saving will take. The polite function of euphemism is tried to avoid being harsh or impolite in the communication. In other words, euphemisms are to minimize impolite expressions and maximize polite expressions. For instance, when a teacher comments on a student’s moral conducts and school work in front of the student or his or her parent, he or she should report the fact on one hand, and on the other hand should take into consideration the student’s psychological endurance and the paren t’s face. So the euphemistic way to express might be ‘The student is a bit slow for his or her age’ instead of ‘The student is stupid ‘. [15] The polite function of English euphemism is embodied in every occupational language. Occupational discrimination gives people pressure and emotional irritation. Although euphemisms cannot uproot this kind of phenomenon, at least, they can give them some psychological comfort by upgrading of career name. Therefore, ‘ engineer, manager, etc. ‘have become more and more fashionable.’ Dustman ‘is changed to’ sanitary engineer ‘;’ mechanic ‘to’ automobile engineer ‘,’ gardener ‘to’ landscape architect ‘,’ shoemaker ‘to’ shoe rebuilder ‘[16] In English, there are many adjectives about people’s appearance, such as’ good looking, handsome, pretty, charming, attractive’, etc. They are all commendatory words. When talking about someone who is not pretty, we cannot use ‘ugly’ or ‘awfully’. We had better use some euphemisms such as ‘plain, ordinary, not particularly looking’, etc. instead of them. So euphemism’s polite function can save people’s face in their process of communication. It is so important that we cannot neglect it. 4.3 The cosmetic function of English euphemism Besides the evasive and polite function, euphemism has the cosmetic function. This kind of euphemism is usually used in the government, military, politics and commerce. It refers to using good words to beautify things, which are not beautiful in reality and make the thing be more persuaded and acceptable. Because euphemism has the nature of vagueness, to some extent,  it is deceptive. Traditionally speaking, euphemism plays a positive role in social life. Using it, people can avoid some embarrassed and ungracious occasion. But just as every coin has two sides, euphemism has no exception. Using it suitably can coordinate social relationships, but abusing it will mislead the public, will cover up the essence of things. For example, in modern Western society, the poor is called as’ the needy ‘, later it was changed to’ the culturally deprived ‘, then to’ the underprivileged ‘, at last to’ the disadvantaged ‘. So it will confuse peopl e that this country is so rich that there is no poor people at all. Firstly, the government and the military often use them to disguise the reality from truth. They describe ‘Economic crisis’ as ‘recession’ or ‘depression’; ‘attack’ as ‘active defense’. [17] At the beginning of 20th century , the relationship between labor and capital become strained, and the agitation of striking became a serious social problem. In order to hide the fact, politicians call the strained labor-capital relationship as ‘industrial climate’, striking as ‘industrial action’. If the negotiation between labor and capital is successful, it will be claimed as ‘productive’, on the contrary, it is ‘counter-productive’. [18] Secondly, this kind of euphemism is widely used in commerce. It is often used to play tricks and to deceive the customers. The commercial exaggerates the product’s function and quality. In the same way, the English euphemism is also used to make customers feel pleased . For example, in order to meet the passengers’ sense of dignity, some Airlines call First Class Deluxe Class or Premium Class; Second Class First Class; and Third Class become Business Class, Economic Class, or Tourist Class. Doing like these, it seems that all passengers’ position are promoted. Their purpose is to attract more passengers and gain more profits by using euphemisms in the communication, meanwhile, the customers feel more decent, and it helps customers save face. In short, euphemism of this kind may make an idea more palatable, but they inflate language, reduce precision and often tamper with truth. Some people condemn euphemism as demoralizing because of its hypocrisy, which other consider them useful in the aspect of coordinating social relationships . However, the fact remains that euphemisms are very much a part of the language, and what’s more important for us is not to debate their merits or demerits, but rather to be able to realize that English euphemism can serve for the special social activities  under certain circumstance. 5. Conclusion English euphemism as an essential part of English language, is observed everywhere and widely used in people’s daily communication. On the issue of the origin and social communicative function of English euphemism, this thesis has a tentative exploration. But this kind of exploration is in a state of Development because euphemism is developed all the time. Euphemism roots in every aspect of social life, and is developed with the advancement of society. English euphemism is a mirror of Western Culture in the form of English language. From the moment it was born, it has distinct culture color. Euphemism undoubtedly reflects the inner relationship among the cultural tradition, social values and the form of language. In speech interaction, sometimes, out of politeness or tact, one uses a pleasant, less direct word instead of something unpleasant. Using euphemism is speaker’s active pragmatic Strategy in a certain time and a certain situation. English euphemism promotes the Development of English language, and enriches the vocabularies of English language, giving people a feeling of warm and fresh. In the 21st century, with the development of science and technology, many social problems rise, too. People crave for the gentle, warm and easy understood words. Euphemism emerges ceaselessly just right for meeting this psychological need. As a common communication medium and a rhetoric method, English euphemism will be used wider and wider. Some scholars hold the opinion that it is unreasonable to use euphemism because they have the nature of deceit, especially in politics and government. But we cannot deny the fact that euphemism is very helpful in the process of human communication. Twenty-first century is a period when people of different culture have even more touches with each other. So it is vital for us to have a good understanding of English euphemism. It is unimaginable if the diplomatic negotiation is without euphemism. Using euphemism is a kind of language skill that each of us should master. Bibliography [1] Li Qing. A Tentative Study of English Euphemism-From Pragmatic Perspective. Shandong Normal University, a master’s degree thesis in English Language and Literature. 2003 2.24 P2 [2] Wu Chang-Qi An Analysis of Diplomatic Euphemism from the Perspectives of Cooperative Principles and Politeness Principle. Chongqing University of Foreign Linguistics and Applied Linguistics Master’s degree thesis. 2004.5 P7 [3] Hanyin Yan, Liu Lei. Euphemisms from the psychological view of social communicative function [J]. Science, Shenyang Normal University (Social Science Edition). 2005.3 P146 [4] the same [1] P4 [5] Xiang-Yun Wu. Euphemism social function [J]. Zhaotong Teacher’s College. 2004.2 P30 [6] the same [5] P30 [7] Mao new cultivation. On the basis of English Euphemisms generation [J]. Yunmeng Journal. 2004.3 P3 [8] Sheng-Juan. On the cover of Euphemism function [J]. Hunan Agricultural University (Social Science Edition). 2004.12 P94 [9] HU Chun-mei. On the composition and function of Euphemism [J]. Zhejiang Education College. 2005.1P32 [10] Kong a peak, Wang Yanjun. Euphemism of the communicative functions of English and its applications [J]. Shanxi Journal of Radio and Television University. 2004.P59 [11] the same [10] P59 [12] Bi Xiuying A Study on English Euphemism. Zhengzhou University Foreign Language and Literature master’s degree thesis 2003.11 P34 [13] Fan groups A Study of Culture Connotation of English Euphemism, Hunan Normal University, a master’s degree in English Language and Literature Papers 2005.5 P43 [14] Ya-Ping Wang, Wan Xueqin. Interpretation of the communicative functions of English Euphemisms [J]. Jiangxi education. 2004.6 P37 [15] Muge force. On the very structure of English euphemism [J]. Gansu Science and Technology vertical and horizontal. 2005.2 P133 [16] Tao Qin 3. Discussion on the origin of English Euphemisms and social function [J]. A Journal of Nanjing health. 2003.1 P157 [17] Wang Ping. The Communicative Functions of English Euphemism and its tectonic approach Exploration [J]. Fuqing Branch of Fujian Normal University Journal of .2004.4 P62 [18] the same [10] P59

U.S. State Archives Online - History and Genealogy

Frida Kahlo Quotes An Artist Who Struggled With Pain

Mexican artist Frida Kahlo, stricken with polio as a child and injured badly in an accident when she was 18, struggled with pain and disability all her life. Her paintings reflect a modernist take on folk art and integrate her experience of suffering. Frida Kahlo was married to artist Diego Rivera. Selected Frida Kahlo Quotations †¢ I paint my own reality. The only thing I know is that I paint because I need to, and I paint whatever passes through my head without any other consideration. †¢ I paint self-portraits because I am so often alone, because I am the person I know best. †¢Ã‚  At the end of the day, we can endure much more than we think we can. †¢ My painting carries with it the message of pain. †¢ Painting completed my life. †¢Ã‚  I paint flowers so they will not die. †¢Ã‚  The only thing I know is that I paint because I need to, and I paint whatever passes through my head without any other consideration. †¢Ã‚  I am not sick. I am broken. But I am happy to be alive as long as I can paint. †¢Ã‚  There have been two great accidents in my life. One was the trolley, and the other was Diego. Diego was by far the worst. †¢ His capacity for work breaks clocks and calendars. [on Diego Rivera] †¢ I cannot speak of Diego as my husband because that term, when applied to him, is an absurdity. He never has been, nor will he ever be, anybody’s husband. †¢ The most interesting thing about the so-called lies of Diego is that, sooner or later, the ones involved in the imaginary tale get angry, not because of the lies, but because of the truth contained in the lies, which always comes forth. †¢ They are so damn intellectual and rotten that I cant stand them anymore... I [would] rather sit on the floor in the market of Toluca and sell tortillas, than have anything to do with those artistic bitches of Paris. [on Andre Breton and the European surrealists] †¢ I never knew I was a surrealist till Andre Breton came to Mexico and told me I was. †¢ OKeefe was in the hospital for three months, she went to Bermuda for a rest. She didnt make love to me that time, I think on account of her weakness. Too bad. †¢Ã‚  I drank because I wanted to drown my sorrows, but now the damned things have learned to swim. †¢ Through her paintings, she breaks all the taboos of the womans body and of female sexuality.  [Diego Rivera on Frida Kahlo] †¢Ã‚  I recommend her to you, not as a husband but as an enthusiastic admirer of her work, acid and tender, hard as steel and delicate and fine as a butterfly’s wing, lovable as a beautiful smile, and as profound and cruel as the bitterness of life.  [Diego Rivera on Frida Kahlo] †¢ The art of Frida Kahlo is a ribbon around a bomb. [Andre Breton about Frida Kahlo]