Swot Cheesecake Factory Essay Example

Swot: Cheesecake Factory Essay The Cheesecake factory founded in 1972 by Evelyn and Oscar Overton has been one of the most famous family eatery in America. Just the name along sets it apart as an iconic and delectable place, you can tell that cheese cakes are just one of many of the restaurants specialties that it has to offer. Back in Detroit within the 1940s Evelyn created her own original recipe for cheese cake where Evelyn and Oscar open there own cheese cake shop together. That’s until Evelyn gave birth to their kids David and Renee where they closed up shop to focus on their family. Though never giving up on her passion of baking Evelyn supplied the local restaurants with her original take on cheesecake which was in high demand. Into the couples 50s they moved to los angels and with their last savings opened up a restaurant and dubbed it the cheese cake factory. The years werent favorable and hard but they persevered, and in 1975 that led to expansions and opening of newer locations left and right, Evelyn’s recipes of cheese cakes grew to over 20 varieties and other desserts. The company grew so much that Oscar had to hire truck drivers to accommodate the out of state customers. We will write a custom essay sample on Swot: Cheesecake Factory specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Swot: Cheesecake Factory specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Swot: Cheesecake Factory specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Than in 1978 David Overton (son of Oscar and Evelyn) open up the first cheese cake factory restaurant in Beverly hills with little knowledge but a strive and intuition of making a great restaurant expertise perfect with generous portions and unlimited inventive menu selection the cheese cake factory was a success and within 30years later and over 100+ restaurants the cheese cake factory grew to the momentum house hold name it is today; Growing from a small kitchen in Oscar and Evelyn’s basement to stand as a place that is a must to dine in didn’t come without its trials and tribulations. Though without much sorrow and having Evelyn’s famous cheesecake grew in clientele that stretch from Detroit throughout California spear heading the restaurant, and with David Overton taking the intuitive to help his family dream into house hold name. As it stood the test of time with many highs and lows the cheese cake factory is a well known establishment in the states, as place with great food at excitable prices but still must all ways strive to meet the growing public needs and beat out the competition. To ensure the business is at an up keep companies utilize SWOT; SWOT refers to strengths, weaknesses, opportunities and threats. SWOT is a process where the management or financial team identifies the internal and external factors that will affect the company’s future performance. The company’s strengths and weaknesses are the internal factors. Opportunities and threats deal with factors external to the company-environmental factors. SWOT is done as part of the overall corporation planning process in which financial and operational goals are set for the upcoming years and strategies are created to accomplish these goals. My beliefs on the cheese cake factory SWOT analyst would be the following. The cheese cake factory strengthens as of today are that the brand stands strong at 164 strong in over 36 states, 13 being fine dining restaurant as grand luxe cafe two full scale bakeries and 1 Pan Asian restaurant named rock sugar. An American style restaurant with a humble beginning of making cheesecakes from an oven in their basement selling them to local restaurants to being a household family name, Prides themselves on their world famous cheese cakes that has help make it the ninth largest restaurant company in the United States measured by market capitalization. The restaurant established the future chains pattern of offering an eclectic menu, big portions, and signature dessert dishes. The cheesecake factory continues to set mile stones for itself and distances from its competitors. As a leader for how franchise restaurants should be monopolize, strength in numbers backed with history and wholesome food, iconic name and signature dish. With any giants strengths there’s always there weaknesses. Though the cheese cake factory has accomplish a lot in their time though the multitude of stores lack their own look it’s the same ball and chain aside from their grand luxe restaurants modeled after Italian, French, and Austrian styles. The Cafe offers, in addition to American and European-style food, Thai, Malaysian, Caribbean cuisine, and others. With that being said if there isn’t change in the stores the menu though has grown with the times well over 200+ options to choose from isn’t user friendly and can have a longer wait time getting the guest in and out in a timely matter. speaking more on the menu is the overall weakness that have been criticize by Robert Bishop Oct 26, 2010 in men’s health magazine That the average sandwich at the restaurant contains 1,400 calories and their heavy promotion of large servings of high calorie and high fat foods, and a corresponding lack of healthy menu options. For these reasons, the chain was dubbed the worst family restaurant in America . Also a recent study shows that The United States Department of Agricultures Center for Nutrition Policy and Promotion states in its dietary guidelines that a typical adult should consume about 2,000 calories and no more than 20 grams of saturated fat per day Cheesecake Factorys Bistro Shrimp Pasta dish had more calories than any other entree from a national chain restaurant at 3,120 calories, with 89 grams of saturated fat. The 2013 report from the Center for Science in the Public Interest also noted that The Cheesecake Factorys Crispy Chicken Costoletta has more calories (2,610) than a 12-piece bucket of fried chicken from KFC. Though the cheese cake factory is doing well for now their weakness of having such an unhealthy menu will bring about problems of health to the general public. From what I have gathered from Cheesecake factories SWOT analysis I can say that their strength is that the company is a wholesome American family corp. With over 160 restaurants under its belt has expanded into fine dining and is breaching culture cuisine boundaries in its expansions. As well the cheese cake factory is best known for their signature dishes the cheese cake an original recipe is still unmatched but always sought after. Their main weakness is that most items on the menu aren’t healthy one meal is taking in the total intake in calories for an adult for an entire day. Which more and of the public is getting wind of from the media. Once one company broadcast that they are adding a healthier menu than consumers will start looking more into what other restaurants offer health wise. Especially families which are mostly the big contributors in most family orientated restaurants. So I propose that with their name and surplus of restaurants they could practice cooking healthier items and substituting the materials they use in the meals with alterative products. By experimenting in the many restaurants to see if the consumers can see the difference in the meals taste, the restaurant would be under scrutiny into the transition before making it public. There’s nothing worse than a change, taking place that can result loss for the company. By doing so believe will give the cheesecake factory a leading edge.

Free Essays on Adhd

ADHD or attention deficit hyperactivity disorder is a major problem among the youth of America today. ADHD is treated with Ritalin, stratera, or adderall. These drugs calm the person to make then function at a normal level. Many famous individuals had ADHD. Einstein was one. Would Einstein be what he was if he took medication? Einstein, like many other did not take medication for their disorder. Could he have had more success or less with treatment? Many individuals think that having ADHD is a gift. Tomas Edison, Salvador Dail, and Winston Churchill are other famous people who were diagnosed with ADHD. As many as 12% of children today have bin diagnosed with ADHD. ADHD in pre schools is up to 49%. ADHD could greatly increase creativity in the youth of the world. A student in a chem. Lab will think more creatively with ADHD. David Neeleman, CEO Of jet blue airways never took his prescription for his ADHD. David claims that because of not taking medication that he was able to think a lot more unconventionally. David is now the CEO of one of the hottest airlines around. Jet Blue is a revolution in air travel because of the way it is set up. More leg room and also a personal TV in the back of every chair. David claims that having ADHD was one of the reasons that he was able to come up with such elaborate ideas. Studies are starting to advance in seeing what other types of medication could be used to treat ADHD. I was diagnosed with ADHD when I was in 6th grade. I was medicated for about a year and then the doctor said that I had such a slight case that I would be fine with out medication. Some people live on their medication. My little cousin has a sever case of ADHD. Before he was on medication he was uncontrollable. You can tell if you’re around him if he is on of off his medication. When it wears off he is like a time bomb waiting to explode. This research is going to be very valuable informa... Free Essays on ADHD Free Essays on ADHD There are at least two million children and adolescents with Attention Deficit Hyperactivity Disorder (ADHD) in the United States (Moragne 24). All around us, ADHD causes clever children and adults to under function at school or work. ADHD needs to be taken seriously. People need to be aware of what ADHD is, what some of the characteristics and symptoms are, what some of the probable causes are, and some ways it can be treated. ADHD is one of the most common childhood behaviors. The prognosis for ADHD can be alarming if not treated. ADHD must be recognized and treated properly. If this does not happen, it will continue to severely disadvantage children and adults. The best time to diagnose and give support is early. Poorly managed ADHD can lead to serious long-term problems such as feeling dumb, low self-esteem, academic failure and more. There are different types of ADHD with a variety of characteristics. No one has all the same symptoms or displays the disorder in the exact same way. ADHD is diagnosed ten times more frequently in boys than girls (Discovery). Many girls have the predominantly inattentive type of the disorder and are likely not being identified and diagnosed (Green 6). ADHD is a developmental disorder characterized by inappropriate degrees of inattention, overactivity, and impulsivity. It is a disorder causing excessive activity level, excessive distractibility, and excessive responsiveness and emotional reactions. ADHD is also a lifelong disorder. It generally continues into adolescence, and sometimes even into adulthood. However, the symptoms may change as the person matures. The challenging behaviors that are exhibited by children with ADHD stem from their physiological, neurobiological disorder. The inappropriate and dangerous behaviors they may display are generally not willful or deliberate (Mor agne 26). The diagnosis of ADHD is complex. There are a number of other medical, learning, psychiatric, and s... Free Essays on Adhd Attention Deficit Disorder in Today's Society Attention deficit disorder is the subject of two widely challenged debates in medicinal practice and theory. One, the argument for ADD being a clinical and mental â€Å"disorder†, is in favor of medical treatment, claiming the diagnosis is attributable to brain damage or neurological defects. The second gives an alternative idea behind ADD, stating that people showing traits of the disorder often exemplify characteristics such as creativity, inventiveness, and even giftedness. As a rising percentage of children are being diagnosed with the disorder, more and more research has been called for, in an attempt to find an actual cause. ADD is classified as multi-factorial, meaning that multiple reasons are generally attributed to its development and diagnosis. A diagnostic criterion includes hyperactivity, impulsivity, and inattention. The intent of this paper is to provide arguments and evidence on both sides of the issue, followed by standard and alternative methods for dealing with ADD. The history of attention deficit disorder goes back to World War 1, when a number of soldiers who experienced head injuries demonstrated hyperactivity as a side effect. It was then that ADD was classified as a disorder related to either brain damage or a defect of some kind. It has been proven, however, that this is false. ADD or attention deficit hyperactive disorder (ADHD) can also be attributed to giftedness. Studies show that ADD is genetic and it runs in families. Years ago, children exhibiting severe affects of hyperactivity were primarily diagnosed, mostly because they suffered brain damage or trauma. Today, the diagnostic criterion has been expanded so that any underachiever or inattentive child fits the bill. Subsequently, millions of kids in America are getting labeled as ADD. Most studies show that 3 to 5 percent of the population possesses attention deficit disorder. Symptoms related to the... Free Essays on ADHD ADHD is attention deficit disorder accompanied by impassivity and over activity. Medical scientists think ADHD is caused by a chemical problem in the brain. The front part of the brain helps you pay attention, concentrate, organize things, and put breaks on impulsive or unacceptable behavior. People’s brains with ADHD may not be able to use the brain’s main signal senders, neurotransmitters, the way it is suppose to. The front part of the brain has very little to do with intelligence, so it is possible to be very smart and still have ADHD. â€Å" 3-5% of school-age children are affected by ADHD. Hyperactivity is easy to spot, and more boys than girls tend to be hyperactivity. If one person in a family has ADHD, there is a good chance that someone else in the family had or has it too.† (Beal 10) It is best to get evaluated for ADHD as early as possible. In most cases, someone at school, a teacher, counselor, or principal suggest a student be tested for ADHD. The evaluations usually take time and are done in two parts. First a student takes one or more of the following tests: Intelligence – to help evaluate the students IQ and reasoning abilities. Achievement – to find the actual grade level the student is working at. Fine motor skills – to see if there are problems with the student’s hand-eye coordination and/or writing skills. Then the student is evaluated. Parents are asked to describe their child’s behavior over a long period of time. The student’s teachers are asked to rate the student’s behavior using standardized forms, and to give their personal opinion of the student’s schoolwork and behavior. The student is asked what they think their problem is what their thoughts and feelings are and, what they do at home and school. When all the information from the test, evaluations, and observations has been combined, a medical diagnosis is made. â€Å"A diagnosis of ADHD is given only if the child has a life long ... Free Essays on Adhd ADHD or attention deficit hyperactivity disorder is a major problem among the youth of America today. ADHD is treated with Ritalin, stratera, or adderall. These drugs calm the person to make then function at a normal level. Many famous individuals had ADHD. Einstein was one. Would Einstein be what he was if he took medication? Einstein, like many other did not take medication for their disorder. Could he have had more success or less with treatment? Many individuals think that having ADHD is a gift. Tomas Edison, Salvador Dail, and Winston Churchill are other famous people who were diagnosed with ADHD. As many as 12% of children today have bin diagnosed with ADHD. ADHD in pre schools is up to 49%. ADHD could greatly increase creativity in the youth of the world. A student in a chem. Lab will think more creatively with ADHD. David Neeleman, CEO Of jet blue airways never took his prescription for his ADHD. David claims that because of not taking medication that he was able to think a lot more unconventionally. David is now the CEO of one of the hottest airlines around. Jet Blue is a revolution in air travel because of the way it is set up. More leg room and also a personal TV in the back of every chair. David claims that having ADHD was one of the reasons that he was able to come up with such elaborate ideas. Studies are starting to advance in seeing what other types of medication could be used to treat ADHD. I was diagnosed with ADHD when I was in 6th grade. I was medicated for about a year and then the doctor said that I had such a slight case that I would be fine with out medication. Some people live on their medication. My little cousin has a sever case of ADHD. Before he was on medication he was uncontrollable. You can tell if you’re around him if he is on of off his medication. When it wears off he is like a time bomb waiting to explode. This research is going to be very valuable informa...

United States History Essay Example | Topics and Well Written Essays - 1250 words

United States History - Essay Example The Spanish conquistadors conquered large empires in the New World. The Spanish colonizers had superior military technology and advanced military tactics that enabled them to form alliances with local tribes and carry out surprising attacks to conquer different areas. The Spanish conquistadors would then partition the conquered areas into encomiendas. The encomienda system converted Indians into slaves. In the sixteenth century, Spain had emerged as the most successful colonizer. Other colonizers such as England and France felt threatened by continued success of Spain in colonization. Spain was the first colonize America and had managed to capitalize on vast regions of America while other rivals such as England and France had not entered America. Spanish colonizers managed to acquire vast natural resources from its colonies and develop the economy in its mother country. Although the Spanish government was operating from Madrid it made use of viceroyalties, royal courts of appeal and audencias to manage its colonies in the new world. Megellan started circumnavigating the globe but natives killed him while he was crossing the Pacific. Spaniards then captured Aztec in 1519. In 1507, Waldseemuler named the newly discovered world as America. The terrain was characterized by harsh conditions. Moreover, few native laborers had been reduced to slaves. They could not satisfy the growing number of Spanish settlers. Therefore, Spanish started importing African slaves. Francisco later invaded and conquered Peru. Later on Jamestown was founded in Virginia for English settlement. In 1680, Pope Rebellion led to end of the encomienda system. 2) Describe the major difficulties that early settlers in Virginia encountered and how these difficulties were overcome. The early settlers in Virginia encountered numerous challenges. One of the challenges was hunger and disea ses, which left several of the settlers dead. Most of the settlers were vulnerable to diseases and most could hardly stand diseases. Although most of the settlers died due to famine, a number died from water poisoning. The river water they were using had slime, which caused salt poisoning, typhoid and dysentery. The poisoned water caused an epidemic that killed most of the colonizers. This resulted in disintegration of the leadership. Moreover, most of the remaining settlers were ill and could hardly work. In the early 1608, there was a fire that destroyed the fort as well as the colonist dwelling and provisions. This left the colonizers without food and they had to depend on Indians. Around 1609 major hunger had affected Virginia, resulted in instances of malnutrition, and made settlers vulnerable to diseases. Moreover, the local Indians retaliated and would and times attack the settler. The settlers overcome the challenges by carrying out faming to obtain food. Additionally, they would use guns to threaten the Indian attackers. Moreover, the settlers built a wall around their houses to prevent themselves from the attacks. The settler’s leaders such kept recruiting new settlers to replace the dead ones, which helped the colony survive. Moreover, the settlers imported slaves from Africa to help in the faming. 3) Define mercantilism and describe the obligations of the colonies under England’s mercantilist policies. Mercantilism was an economic system adopted by England, which was based on the belief the national wealth depended on the contribution of the colonies in supplying resources such as precious metal and purchasing the goods

Microbial Content of cooked meat kebab Lab Report

Microbial Content of cooked meat kebab - Lab Report Example However, because the meat is cooked on one surface only, there is an increased opportunity for pathogen outgrowth and microorganism multiplication (Vazgecer, Ulu and Oztan, 2004). There have been reported cases of food contamination and foodborne disease occurrences circumstantially connected to kebab consumptions which can lead to more complex outcomes (Angelillo, I.F., Viggiani, N.M.A., Rizzo, L. and Bianco, A., 2000. Food handlers and foodborne diseases: knowledge, attitudes, and reported behavior in Italy. Journal of Food Protection 63 3, pp. 381–385. View Record in Scopus | Cited By in Scopus (35)Angelillo, Viggiani, Rizzo, and Bianco, 2000). Some human ailments may be caused by foodborne pathogens, such as Salmonella serotypes, Campylobacter jejuni and Campylobacter coli, Staphylococcus aureus, Escherichia coli, Clostridium perfringens, and Bacillus cereus (Swaminathan and Feng, 1994). The changing epidemiology of foodborne diseases and the resurfacing of some microorganisms and pathogens are attributable to various conditions, such as everyday habits and routines of consumers, food handling and preparation, food manufacture and distribution, and understanding of food risks (Lacey, 1993; Roberts, 2000; Slutsker, Altekruse, and Swerdlow, 1998). This experiment will determine levels of aerobic microorganisms and identify probable pathogens in two kebab meat samples of chicken and lamb. Moreover, it will verify probabilities on disease transmission and assess kebab’s quality and safety for human consumption. 10 grams of the chicken sample was placed in a sterile stomacher bag with 90ml of buffered peptone water; homogenized with a blender; incubated for 24 hours. 1 ml of chicken sample was then suspended into 9ml of SCB and incubated for another 24 hours at 37 Â °C. 10 grams of the lamb sample was placed in a sterile stomacher bag with 90ml of Ringer solution; homogenized with a blender; diluted with 20uL of sample and 180ul of

Economics of Race and Gender Term Paper Example | Topics and Well Written Essays - 2000 words

Economics of Race and Gender - Term Paper Example I intend to show that evidence exists that the imbalance in economic pay for women can be corrected with continued positive efforts by society. Much progress has been made in regards equal pay for equal job performance in recent decades, yet a significant gap still exists even among managerial professionals in the workforce. A study outlined in The Herald (Glasgow) mentions that women receive 17.1 percent less pay than their male colleagues (Morgan, News, p 10). One of the first significant legal moves toward equality was with the Equal Pay Act of 1963 (U.S. Dept. of Labor, 2). The Act states that it is illegal for employers to discriminate on basis of sex (p 2). Despite the Equal Pay Act, a 2005 article in The Herald reports that both females and pregnant women in particular face discrimination at work. The author found that 54 percent of Scottish women faced discrimination during pregnancy, while 50 percent of women in the UK reported similar issues. Only 20 percent of the women surveyed however decided to report occurrence of the issue (Morgan, News 10). Businesses also contribute to the problem since only 10 percent of companies surveyed in Scotland perform equal pay reviews, while only 22 percent perform such reviews in England (Morgan, News 10). Another recent article in Scotland on Sunday reported that surveys of workers in Scotland found that female mangers encountered greater pay discrimination the higher in the organization they went (Barnes, 9). The reporter mentioned that the pay gap is the greatest for top level jobs. The top 10 percent of males in Scotland were making more than 40,500 GBP, while the top 10 percent of females were making more than 34,000 GBP (Barnes, 9). Currently, women are largely left out of executive roles, and this is occurring in most developed countries. A recent article in The Independent newspaper from London

Poe and Morrison Transformed Jalopies into Hot Rods Essay -- Poetry A

The subconscious is said to control various aspects of the life of a human to include major and minor decisions alike; whether to follow the path carved out so cautiously by others or to forge a unique path and travel it fiercely with reckless abandon and ambition guided by extreme individuality. What is this perplexing, intangible thing we call the subconscious? And what role does it play in the writing process of a poet? In general, when given the task of defining the subconscious, the initial impulse is to provide an ordinary idea such as, â€Å"one’s natural instinct that lies beneath the actively aware mind and its intentional thoughts†; however, what if the subconscious is something more? What if the subconscious is actually the culmination of all life experiences up to a specific point in time and this culmination is the true vehicle of the poet’s thoughts? This culmination is the vehicle that drives these thoughts from the subconscious to the conscious, from the pen to the paper and to their final destination that is termed poetry. If the latter is accepted then it is certainly safe to say that both Edgar Allan Poe and Jim Morrison’s vehicles had a few dents and dings, maybe even a crack in the windshield, but they managed to turn these beaters into high performance sleepers. Both Poe and Morrison faced premature emotional distress, gaunt paternal connections, and parallel views on the process of writing poetry; all of which became the catalysts of recurring dark, shocking and unconventional themes in their poetry. Edgar Allan Poe and Jim Morrison experienced traumatic events involving death at a young age. Poe was orphaned twice, once at the tender age of two when his mother Eliza Poe fell ill and passed away, and again wh... ... rigors of prudish societies, to push reputation aside in hopes of revealing unpopular perspectives on the realities of life. Whatever the case may be the truth of the matter is that both Morrison and Poe were able to harness the magnificent talent of turning not so favorable life experiences into brilliant, unforgettable and timeless poetry. Works Cited Ackroyd, Peter. Poe: A Life Cut Short. New York: Nan A. Talese/Doubleday, 2008. Print. Hopkins, Jerry. The Lizard King: The Essential Jim Morrison. New York: Charles Scribner's Sons, 1992. Print. Hutchisson, James M. Poe. Jackson: University of Mississippi, 2005. Print. Poe, Edgar Allan, and Thomas Ollive Mabbott. Complete Poems. Urbana: University of Illinois, 2000. Print. Riordan, James, and Jerry Prochnicky. Break on Through: The Life and Death of Jim Morrison. New York: Morrow, 1991. Print.

On Truth and Lies in a Nonmoral Sense

1. IntroductionIn the following I will consider Nietzsche’s essay ‘On truth and Lies in a nonmoral sense’.   First I will look at a small section of this to work out his views on language, then I will examine the whole of the essay in order to consider his use of metaphor, metonymy and anthropomorphisms in detail. This examination will lead, by way of a consideration of the ways in which he uses metaphor and other devices, into a consideration of his arguments regarding the nature of language. I will put forward the view that his interpretation of the nature of language undermines itself as it seeks to put itself forward as a truth while denying that truth exists as such.2. Truth and LanguageFirst, I consider the passage which starts â€Å"What then is truth†.   In this passage, Nietzsche wants to convey the flexible and changing quality of language.   The statements which we take as truth, straightforward and easy to understand, were in fact original ly more akin to poetry in their relationship with how things really are. Language which was originally used in a metaphoric, metonymic or anthropomorphic way has lost the vital force of the original statements, the original power of the symbolic use of language has become lost and only a shell remains.Over time the non-literal original sense has become literal so we take the words as a straightforwardly true or false statement.  Ã‚   In the original use of language, people could understand that the terms were not meant literally but a rich and evocative picture of how things are. This richness has become lost and we are left only with the empty structural force of the language, which we interpret as simple truth.This is my overall understanding of this paragraph. However it is difficult to paraphrase accurately, due to the richness of the language Nietzsche uses. We could in fact say that his contention that â€Å"truths are illusions which we have forgotten are illusions† is couched in terms which are in themselves heavily metaphorical, rather than the propositions which would be easy to paraphrase.Truth, in the paragraph in question, is ‘a movable host’, an ‘illusion’, something which is ‘drained of sensuous force’ and a ‘coin’.   The associations of these are rich, but not necessarily reconcilable. A coin, for instance, is not an illusion as it is an everyday part of economic exchange.   Therefore, the most important facet of Nietzsche’s argument would seem to be that it is not a conventional argument; rather he uses poetry and metaphor to demonstrate the nature or language, rather than explain it in a step by step way.I now turn to the larger essay of which this quotation is a part.   There are a host of metaphors, metonymies and anthropomorphisms in it[1], and as pointed out in the question it is easy to overlook these.  Ã‚   I will pick out a few of these to discuss why it is eas y to overlook them.   Part of the reason would seem to be that the text is simply so dense with them. In some sentences,   several of these devices being crammed into it. Take, for example, the first few sentences (1).   â€Å"World history† is described as â€Å"arrogant and mendacious†; an anthropomorphic device ascribing human characteristics to an abstract notion.Nature, likewise, is said to â€Å"draw a few breaths† which combines anthropomorphism with the metaphor of taking a while to pause.   Later in the same paragraph, nature is said to â€Å"swell up like a balloon† which again combines metaphor and anthropomorphism.   As well as the denseness with which these devices are packed, it is also the case that a more obvious device masks one in the same sentence which is less flamboyant.   For example, in the sentence quoted immediately above, nature is also described as â€Å"reprehensibleâ€Å": a quality which properly speaking should really be ascribed to humans only. This less noticeable anthropomorphism somehow comes across as a literal statement. I suspect this is part of Nietzsche’s intention, as it shows the way in which language can slip from being thoroughly poetic to less obviously so.The structure of his essay works to underline this. Passages of a less metaphorical or metonymic nature occur in between passages where the use of these devices, together with anthropomorphism, is dense.  Ã‚   For example, Nietzsche discusses (4) how metaphor is involved in every step of verbalization and conceptualization from sense perception to abstract terms. This discussion is couched in reasonably straightforward language without obvious use of metaphor and the like.Passages such as these are, however, set against ones in which the language is dense with poetic devices, where, as Nietzsche says there is â€Å"a moveable host of metaphors, metonymies, and anthropomorphisms† (5).  Ã‚   Such poetic pas sages require a different type of reading, one in which we are forced to recognize language as the dense and image-packed structure Nietzsche would have us believe it is in its entirety. In other words, I would contend that the mixing of metaphorical passages with more ’straightforward’ ones is a device intended to remind us of the inherently metaphorical nature of all words.Another way in which Nietzsche uses the devices reinforces the above. The metaphorical, metonymical and anthropomorphic passages provide a vivid and strong illustration of his points in the more straightforward sections. For example, he talks about man’s need for deception (2) â€Å"a continuous fluttering around the solitary flame of vanity†. The visual image thus constructed powerfully reiterates the later points he makes about the nature of truth and the value it plays for mankind.  Ã‚   He appeals, as it were, to both our intellect and our senses.Section two of the essay is rich    in unusual use of metaphor and other devices.   Perhaps the most dense passage occurs at the end, where Nietzsche talks about intuitive (as opposed to rational) man.   He piles device upon device to reiterate the way he portays intuitive man. He is said to â€Å"reap† â€Å"a harvest† from his intuition, but Nietzsche takes the unusual step of elaborating this metaphor in another direction, for what man reaps is â€Å"continually inflowing illumination†, a metaphor one would associate with a river, not a harvest.I believe Nietzsche compounds metaphors in this way in order to demonstrate that the sense of what he is saying is not straightforward but has depths and resonates in different directions. It is also unusual that these two metaphors hide another, at the beginning of the sentence, where man is said to be â€Å"standing in the midst of a culture†.   Here one could almost overlook the metaphoric nature of the expression, as it is close to a common-sense expression. I’d suggest that here Nietzsche is using the more unusual figures of speech as a way of alerting   us to the metaphorical nature of all expression, including cases like this where the metaphor has almost passed into ordinary use.Another remarkable passage starts section two. Here the scientist is described as building his â€Å"hut†, which is equated with his understanding of the world. The imagery here is particularly rich and evocative, drawing up a visual image of a towering structure.   It would seem that Nietzsche uses such particularly visual imagery to introduce his discussion of dreams, for the words evoke images akin to dreaming consciousness.A final point I would make about the use of metaphorical devices centers on his use of different metaphors (in this case with an animal theme) to reinforce his points.   For example, when talking about the development of conceptualization, he compares it to both building upon a spider†™s web and to a bee’s building with wax (7).   Earlier in the same passage he talks of this conceptualization in the context of the Roman gods.  Ã‚   Because he repeats metaphors taken from levels ‘above’ and ‘below’ that of man, it is as if he is creating an over-metaphor which draws attention to man’s nature and its distinctness from the animal kingdom and that of the gods, which in turn serves to reinforce his notion of the subjectivity of language and perception.I now turn to the general points made about language in the essay as a whole. Firstly, I will give an overview of the essay itself before turning to a critique of Nietzsche’s points.   The essay divides into two parts, and the tone of each is slightly different. The first contains more argument of a philosophical nature, although in the context of rhetorical passages, whereas the second is more lyrical in tone throughout.   In part one, Nietzche discusses manâ€⠄¢s intellect. We think we are the centre of the universe, and that our knowledge is a special thing, but so do the most lowly members of the animal kingdom.Our nature is inherantly deceptive, not aimed towards truth, however due to social constraints we feel it necessary to embrace truth in order to become part of a social world.   He then turns to the nature of truth, which for Neitzsche is inherantly illusionary and based on metaphor. Looking at the way in which we come to understand the world, this is based not on an actual coherence to things in themselves but an illusion,   even at the most basic perceptual stage.   Likewise concepts and abstractions have no inherant connection to the ‘real’ state of the world.The moral impulse towards truth is nothing more than a Darwinian survival of the fittest.   Man cannot escape the trap of his inherantly metaphorical viewpoint, which is also specific to the human species alone. However, to give ourselves a sense of security, we have to forget the metaphorical nature of understanding and take our experience as an experience of how things really are. Nietzsche concludes part one with a summary of the subjectivity of man’s experience.Part two has a different tone, being more poetical overall.   He starts by dismissing the claims of science to impart general truths which hold for all time. He reiterates that the drive to metaphor is the most important. Dreams are a way in which we can begin to understand the richness of the creative and metaphorical drive for what it is, a drive which is distinct from the scientific, rational one. In this section, Nietzsche seems to be hinting, against the first section, that through dreams and art man can perhaps come to an understanding of the role metaphor plays in language and truth.Nietzsche makes several general assertions about the nature of language in his essay. His foremost point is that language is inherently metaphorical.   As pointed out, h e reiterates this by use of the type of device he believes is a model of language.  Ã‚   This, I think, is the central theme of his essay, and one which, by his use of language, he puts across most subtlety.   However, there seems to be a problem with his view point.   He seems to be taking the viewpoint of someone who can say what is true and what is not.He wants to say that truth as we perceive it is an illusion, but does not explain why we should believe his illusion rather than any other.   He does not merely want to suggest by poetic devices that truth is an illusion, but to argue that this is the case.  Ã‚   He wants to do philosophy, not poetry, and philosophy is concerned with using rational argument to put forward ones own case, and dismiss opposing views.   The problem is that any argument he uses to support his own view also works against this view.I believe Nietzsche’s other points are flawed also.   Man’s nature, he contends, is to deceive hi mself, and this, he postulates, is for a Darwinian end, the survival of the individual (2).  Ã‚  Ã‚   The first instinct of the individual is self-preservation, and hence to deceive. However, social forces come into play; if man wants to exist happily with others he cannot be seen to tell lies, that is, to disagree with the herd.   Therefore the desire for truth comes into play.Truth is useful to society. Man does not desire truth for his own sake, as the philosophers say, rather he â€Å"desires the pleasant, life-preserving consequences of truth† (3).  Ã‚   Nietzsche thus postulates a socially driven theory of truth, where the quest for knowledge is an illusion, and social reality the only reality.   My argument with this would be it fails to explain cases where individuals act in a way which they know will make their position in their social group uncomfortable and unpleasant, and do so because they want to find the truth.Nietzsche talks about the way in which huma ns develop language to argue that metaphor is always present from original sense perceptions (3-4).   He says â€Å"a nerve stimulus is transferred into an image: first metaphorâ€Å" (4).   After this, he says, each subsequent stage is also built upon metaphor. However, I would argue that in order to distinguish a metaphor as such, we need to have a concept of how things really are, in order that we can know when descriptions are metaphorical (that is, not literal).   If, as Nietzsche argues, metaphor exists from the very first act of perception, then how can we make sense of a distinction between metaphor and non-metaphor?There is also, I believe, a confusion in the essay about the status of what Nietzsche proposes. He suggests that man had to erase the understanding of the metaphorical nature of language from his consciousness in order to live with any sense of security, and also that if man could escape from the confines of this prison-like viewpoint, â€Å"his â€Å"s elf-consciousness† would be immediately destroyed† (8).   This suggests that man is permanently trapped in the view of language as a truth bearing vehicle, unable to see things as they really are.This is problematic in two ways. First, that Nietzsche obviously thinks he can stand outside this language trap in order to explain how others are bound by it. Secondly, he seems to suggest at the same time that man can come to the realization that the nature of language and indeed life is other than he believes it to be, which assumes that the prison of language is one that can, and should be overcome.   This confusion seems at least partly to derive from the two sections of the essay, which are different in tone. In the second section he seems to be saying that art is one way in which man can free himself from the confines of language and â€Å"confuse the conceptual categories and cells by bringing forward new transferences, metaphors, and metonymies† (10).3. Concl usionIn the above, I have attempted a brief analysis of Nietzsche’s essay. I have attempted to bring out his central point, that language is essentially metaphorical, and also to look his other discussions of the nature language and truth plays for man.   I have looked at the ways in which he uses metaphor, metonymy and anthropomorphism in different ways, each of which underline his central ideas about language.   I have tried to show that, for me, his arguments although subtle and dense are ultimately not coherent, as he tries to step outside the framework of metaphor to explain how things ‘really are’.I also suggest that although Nietzsche is attempting philosophy, to convince the reader that he has a valid thesis and to present the argument for this, it is difficult to answer his case fully as he uses the resources of a poet as well as a philosopher.   It is not within the brief to use poetry and metaphor to answer Nietzsche, so there’s a sense in which I am unable to answer him on his own terms.[1]   briefly, a metaphor is when one thing is compared to another by saying â€Å"a is b† or similar, for example â€Å"my heart is a fountain†, where b is something which a is not normally literally said to be.   Metonymy is where a feature of something is used as a shorthand for the thing itself. For example, a school child might refer to a particular teacher as ’big nose’.   Finally anthropomorphism is when human characteristics are ascribed to animals: Nietzsche’s use seems also to include the ascription of specifically human traits to an impersonal non-human world.