Major Aspects if the Marketing Plan Free Essays

This three year marketing plan has been formulated to curb the negative effects on the perception about the McDonald’s Corporation of the larger community. Further, it is the intent behind the formulation of this plan to make positive use of all the negative publicity targeted towards McDonald’s by criticisms such as those raised by the documentary film â€Å"Super Size Me† and the book and film of the same title, â€Å"Fast Food Nation†, as publicity although negative brings with it the focus and spotlight of the media on the company and any efforts on the part of the Corporation to resurface as an advocate of healthy living will be publicized with as much fervor by the various media. The plan involves an operational as well as marketing shift in focus towards a more healthy life and a balanced diet while promoting healthy habits such as working out as well as encouraging the youngsters of the country to pursue higher education and save money for college. We will write a custom essay sample on Major Aspects if the Marketing Plan or any similar topic only for you Order Now Major Aspects if the Marketing Plan This plan is spread over a time span of three years, outlining the product, pricing, distribution and promotion strategies to be implemented and executed during this time. The plan takes into consideration that while the McDonald’s brand image is one of its greatest strengths, this strength is slowly waning away under the intense scrutiny and attention of the media towards the various criticisms launched against McDonald’s and thus it proposes a revitalization of the McDonald’s philosophy so as to focus on the youth and value a healthy lifestyle, healthy eating habits, smart choices and education. The plan also outline the structural issues that may arise during its implementation and execution, tactical initiatives to turn strategy into action and methods, means and measures for the evaluation and control of the marketing effort through regular marketing audits. The concentration on targeting the marketing efforts towards youngsters will mean a shift from marketing efforts targeted towards children in order to get to their parents’ pockets. This will also mean that the primary target market then will be between the ages of 18 and 35, whereas the secondary market will include other age groups as well. Situation Analysis Analysis of Internal Environment Since it is the world’s top fast food company in terms of sales, it is hard to believe that McDonald’s has only recently recovered from a severe and persistent downturn in sales. CEO Jim Skinner’s strategy for bringing the fast food giant back on its feet has been based largely on improving the quality of food instead of expanding rapidly and increasing the number of locations where McDonald’s is available. Furthermore, out of a total of almost 31, 000 restaurants in around 120 countries worldwide, 75% are being run by franchisees rather then by the corporation itself. In addition to improving food quality through upgrading of facilities, the McDonald’s Corporation has also been consciously attempting to decrease the number of company run outlets, with the plan of transferring ownership of 2300 locations to licensees by the year 2008. (McDonald’s Corporation Company Profile) Analysis of Customer Environment â€Å"With the successful expansion of McDonald’s into many international markets, the company has become a symbol of globalization and the spread of the American way of life† (Wikipedia). The ‘American way of life’ is fast paced, always on the go, technology driven and consistently changing; with divorce rates increasing and the number of single parent families on the rise. The world over, the number of women in the workforce is increasing year by year, contributing to the rise in families with both parents working. â€Å"Fast food restaurants differ from full-service restaurants in that customers generally order and pay before eating† because the typical fast food customer is in a hurry and demands a quick meal. The typical fast food consumer is between he ages of 18 and 35, with no children. (Fast Food and Quickservice Restaurant Industry) Analysis of External Environment According to Hoover’s profile of the Fast Food and Quickservice Restaurant industry, demand in the industry is driven by â€Å"personal income† and â€Å"demographics and â€Å"the profitability of individual companies depends on efficient operations, effective marketing, and the ability to provide fast service†. Also, large companies are at and advantage because they can efficiently reap the benefits of economies of scale, making money out of volume rather then big margins (Fast Food and Quickservice Restaurant Industry). The top competitors for McDonald’s are Burger King, Subway and YUM! Foods (McDonald’s Corporation Company Profile) although â€Å"fullservice restaurants; supermarkets; delis; convenience stores; snack shops (donut or bagel shops); cafeterias† and other companies that offer prepared food are all part of the competition (Fast Food and Quickservice Restaurant Industry). SWOT Analysis Strengths Being a multinational company with operations in over 120 countries of the world, McDonald’s global presence and its sheer size as an organization is a huge strength, enabling it to benefit from economies of scale and profit sanctuaries. Other then that, McDonald’s ability of adaptation to local cultures wherever it appears on the globe has enabled it to expand across borders, countries and continents; a feat made possible by the strategy of operating through franchisees and licensees. The other great strengths of McDonald’s are its brand image, brand equity and expansive financial resources. Weaknesses The one weakness of the McDonald’s Corporation is its inability to adapt to changing tastes. Like most big companies, McDonald’s is to an extent a victim of its own success, a giant that is slow to wake up to problems and challenges. Opportunities The opportunities for McDonald’s as a multinational fast food company lie in developing countries which are home to growing markets of fast food and in developed countries where adults remain largely untapped as a market for fast food. Threats McDonald’s faces the threat of immense competition from its top competitors; Burger King, Subway and YUM! In addition to this, threats are also posed by the issues raised in the book Eric Schlosser titled â€Å"Fast Food Nation†, the movie of the same name and the documentary film â€Å"Super Size Me† by Morgan Spurlock. Schlosser’s book alleges that McDonald’s among other fast food companies â€Å"uses its political influence to increase their own profits at the expense of people’s health and the social conditions of its workers† while also questioning McDonald’s practice of advertising tactics which target children. Spurlock’s documentary film, featuring himself as the participant in an experiment where for 30 days, he ate only McDonald’s food raises similar allegations, proclaiming that â€Å"McDonald’s food was contributing heavily to the epidemic of obesity in American society, and failing to provide nutritional information about its food for its customers† (Wikipedia) Analysis of the SWOT matrix In light of the SWOT analysis conducted above, it may be concluded that McDonald’s possesses the capability of overcoming the threats posed by negative publicity caused by the films such as â€Å"Fast Food Nation† and â€Å"Super Size Me† and various other social activists because it has access to the financial resources which would be required to curb this negative publicity. The only thing lacking is a specific focus of the management on this issue and its resolution. Developing competitive advantages McDonald’s can develop competitive advantages by becoming a socially responsible and aware organization, especially by actively supporting a cause which cancels or nullifies the impact of the aforementioned negative publicity. It is proposed that McDonald’s concentrate on social responsibility and public relations by supporting a cause which it can internalize into the organization. The proposed cause is the physical and mental well being of youngsters which includes leading healthy lives free from eating disorders such as obesity, anorexia, bulimia etc and a college education. Developing a Strategic Focus To fight the ongoing battle against negative publicity against McDonald’s it is suggested that the McDonald’s Corporation develop a strategic focus on resolving this issue and through this resolution pave the path for future development and growth of the company. It is proposed that McDonald’s create this strategic focus by concentrating marketing efforts towards youngsters between the ages of 18 and 35 rather then the McDonald’s trademark of the use of ‘ester power’ to influence children. Marketing Goals and Objectives Marketing Goals The goal of marketing according to this plan will be to use marketing communications with the intent of converting the negative publicity targeted towards McDonald’s into positive and turn it into an advantage for the company. Marketing Objectives The objective of the marketing campaign will be to nullify the negative perception regarding McDonald’s that it is contributing towards the spreading of the â€Å"epidemic† that is â€Å"obesity† and establish that McDonald’s is a healthy organization which believes in and values physical fitness as well as personal wellbeing and self esteem. Marketing Strategy The marketing strategy throughout the tenure of this plan will be to focus on youngsters and students, seeking to culminate the habit of working out and eating healthy, making smart choices and supporting education of the youth of the world. Primary Target Market The primary target market for McDonald’s is students and youngsters between the ages of 18 and 35. The secondary target market includes people of all ages who are looking for a quick, yet fulfilling meal as well as children who otherwise run away from eating and would rather play in the park then be home at meal times. Product Strategy McDonald’s will offer its usual, popular products that it is known for, however it will start printing nutritional content on the actual packaging of the product in legible font size, black in colour. However, the quantities of the contents will be reconsidered and changed according to the daily requirement of each by the human body to remain fit and healthy. Pricing Strategy McDonald’s will offer student discounts at its outlets for students living away from home, granted on products specially designed for students redeemable on showing student identity cards at the time of purchase. Distribution Strategy Distribution will be carried out in the usual manner through company owned and franchised outlets and kiosks. Integrated Marketing Communication Strategy The integrated marketing communication strategy will involve the extensive use of advertising and public relations to publicize McDonald’s effort of supporting healthy eating habits and making smart choices. Marketing Implementation The marketing strategy outlined above will be implemented through an extensive media, supporting PR plan and a massive revitalizing effort designed to convert the effects of the negative publicity brought on by issues raised in â€Å"Super Size Me† and â€Å"Fast Food Nation† by focusing on students and youngsters. Structural Issues The structural issues that will be faced during the implementation of this marketing plan may include employee resistance, inconsistencies between company run and franchised eateries and slow conversion from the past practices to the ones proposed in this plan. A major structural issue will be faced in shifting the marketing and operational focus on to young adults instead of that which was previously on children through advertising the McDonald’s toys given away with the Happy Meals and the famous Play Places. Tactical Marketing Activities The tactical activities will include a number of youth oriented programs, which will support healthier eating habits for both, those who eat less then is healthy as well as those who eat more then is healthy, smarter choices by young people and assistance with educational endeavours. Jobs at McDonald’s outlets will be publicized to be open for candidates who are studying at school, college and/or wish to save for a college education; nutritional content will be printed on the packaging of products and will de re-proportioned to be aligned with the requirement of a young healthy human body; public service messages regarding eating disorders such as anorexia and obesity will be funded; Club McDonald’s will be founded where youngsters with eating disorders and the will to take control of their situation will be provided with expert counseling, interaction with others youngsters facing similar problems along with the comfort of knowing that they are not alone. Evaluation and Control Since the goals and objectives of this plan focus on dealing with the negative perception regarding McDonald’s caused by such criticisms as posed by media such as â€Å"Super Size Me† and â€Å"Fast Food Nation†, the evaluation and control measures will also focus on measuring the impact of the marketing effort on such perceptions. Formal controls Formal controls will include the establishment of performance targets for each of the tactical initiatives proposed in this plan on regular intervals, ensuring that these targets are met, and if this is not so then ascertaining the reasons for exceeding or failing to meet these targets on the part of those held accountable. Informal controls Informal controls will take the form of feedback forums on the websites for each tactical initiative as well as the reviews of participants/member of Club McDonald’s. Implementation Schedule and Timeline This plan will span over a period of three years, after which the goals and objectives would have been met in the manner that is outlined in this plan. Each initiative will be timed according to the best possible situational conditions which are conducive the successful implementation of the initiative. McDonald’s will resurface as an advocate of healthy living, smart choices and education for all. Marketing Audits During the three year life span of this marketing plan, marketing audits will be conducted at regular intervals, that once after every quarter of a year meaning that there will be a total of 12 marketing audits conducted throughout the 3 year time span of the marketing plan. Bibliography Fast Food and Quickservice Restaurant Industry. Retrieved on Jun 15, 2007 Fast Food Nation. Retrieved on Jun 15, 2007 from: http://en.wikipedia.org/wiki/Fast_Food_Nation McDonald’s. Retrieved on Jun 15, 2007 from: http://en.wikipedia.org/wiki/McDonald%27s McDonald’s Corporation Company Profile. Retrieved on Jun 15, 2007 ; How to cite Major Aspects if the Marketing Plan, Essay examples

Working holiday free essay sample

Thank you for your letter dated 2 September enquiring about our working holiday scheme. We are glad to provide the information you need. Our department has been holding the working holiday scheme for the past 15 years and this scheme aims to provide an opportunity for young adults to work over seas. Our team will ensure that you have a memorable and pleasant experience. Please visit our website at http://whs. esdlife. com/ for more comprehensive information on our scheme with reference to the feedback of our previous participants. As an ordinary visit visa holder is not allowed to work in the selected country. , each successful applicant of our scheme will be issued a working holiday visa, which is valid for 12 months and the time spend out of the country is neglected. In addition, it will allow you to leave and return to the host country multiple times. However, there is a limitation that you can only work for the same company for 3 months for your permit. We will write a custom essay sample on Working holiday or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page You need not to be worry of the English skills as there is no language requirement for attending our scheme. To be eligible, you must be able to produce financial proof of availability funds to meet your living cost when staying in New Zealand, which is about NZ$4,200 and I am sorry to announced that no financial assistance is provided by the government. On the other hand, I would like to give you some advice on job searching. I suggest you try some seasonal jobs like fruit picking in farms and vineyards. You can not only stay close to nature, but also meet people in all ways of life. It will be a fresh experience as it is hard to be performed in Hong Kong. What is more, you have mentioned that you plan to work in New Zealand for half a year, so you are reminded to work for a new company by 3 months . For the application procedure, you may approach the relevant consulates in Hong Kong and an administrative fee of HKD250 will be charged. Lastly, there is an annual quota of 400 for nationals to take working holiday to New Zealand, please submit your application as soon as possible as no administrative fee will be charged for the first 50 applicants. Thank you for your interest in our working holiday scheme. Please contact us again if you have any further queries. Yours sincerely, Steve Petersons Steve Petersons Senior Immigration Officer

Brazilian Economy Essays - Public Finance, Austerity,

Brazilian Economy An Economy Recovering From Chaos. Brazil earned the reputation of being a "miracle economy" in the late 1960s when double-digit annual growth rates were recorded and the structure of the economy underwent rapid change. Since 1981, however, Brazil's economic performance has been poor in comparison to its potential. The country's dramatic reduction in output growth, which averaged an annual GDP growth of only 1.5 percent over 1980-93, reflected its inability to respond to the events of the late 1970s and 1980s. Some events that took place during this period were: the oil shock, increases in real interest rates, the debt crisis, and the resulting cutoff of foreign credit and foreign direct investment. These shocks, in combination with poor management of public finances and heavy state intervention, resulted in large fiscal deficits at state and federal levels. Even if the fiscal deficits were reduced after 1990, deviating policies generalized indexation, and exchange rate management contributed to keeping inflation high and increasing. Monthly inflation skyrocketed from 3 percent in the late 1970s to 50 percent in mid-1994. The country's income distribution, already poor, worsened drastically in the 1980s. Against these conditions, the success of the Real Stabilization Plan in effect since mid-1994, which has reduced inflation to an annualized rate of about 15 percent, stand out noticeably. Growth rates were satisfactory in 1994 and 1995 at 5.8 and 4.2 percent, respectively (Page 45-47). From Portugal's discovery in 1500 until the late 1930s, the economy relied on the production of primary products, such as sugar cane for exports. Portugal subjected it to a strict enforced colonial pact, or imperial mercantile policy, which for three centuries heavily restricted development. The colonial phase left strong marks on the country's economy and society, lasting long after independence in 1882. Significant changes began occurring only late in the eighteenth century, when slavery was eliminated and wage labor was adopted. Important structural transformations began only in the 1930s, when the first steps were taken to change it into a modern, semi-industrialized economy. These transformations were particularly strong between 1950 and 1981, when the growth rates of the economy remained quite high and a diversified manufacturing base was established. However, since the early 1980s, the economy has experienced substantial difficulties, including slow growth and stagnation. Nevertheless, the country still has the potential to regain its former dynamism. In the mid-1990s, it had a large and quite diversified economy, but one with considerable structural, as well as short-term problems. Socioeconomic transformations came about rapidly after World War II. In the 1940s, only 31.3 percent of its 41.2 million inhabitants resided in towns and cities. By 1991 its population had reached 146.9 million and 75.5 percent lived in cities, therefore creating two of the world's largest metropolitan centers ? Sao Paulo and Rio de Janeiro. The rate of population growth decreased for about 3 percent annually in the transition. By mid-1999 it had an estimated population of 166 million (Levine 200). The share of its primary sector in the gross national product declined from 28 percent in 1947 to 11 percent in 1992. Despite this reduction, the agricultural sector remains important. Although part of it is primitive and demanding, part is modern and vigorous. Brazil remains one of the world's largest exporters of agricultural products. In the same 1947-92 period, the contribution of industry to GNP increased from less than 20 percent to 39 percent. Its GNP per capita in 1999 was of $4,750 per year. The industrial sector produces a wide range of products for the domestic market and for export, including consumer goods, intermediate goods, and capital goods. By the early 1990s, it was producing about 1 million motor vehicles annually and about 32,000 units of motor-driven farming machines. On an annual basis, it was also producing 1.8 million tons of fertilizers, 4.7 million tons of cardboard and paper, 20 million tons of steel, 26 million tons of cement, 3.5 million television sets, and 3 million refrigerators. In addition, about 70 million cubic meters of petroleum were being processed yearly into fuels, lubricants, propane gas, and a wide range of petrochemicals. Besides, Brazil has at least 161,500 kilometers of paved roads and more 63 million megawatts of installed electric power capacity (Becker 88-90). Even with these figures, the economy cannot be considered developed. While the economic changes since 1947 raised the country's per capita income above US$2,000 in 1980, per capita income in 1995 was still only US$4,630. Growth and structural change have not altered significantly the country's extreme unequal distribution of wealth, income, and opportunity. Regardless of impressive rise in economic growth and

econs assignment Essay

econs assignment Essay econs assignment Essay An economist once said that most economic activities can be summarized as, â€Å"People respond to incentives. The rest is commentary† (Mankiw, 2008). This clearly highlights how vital it is the role of incentives in the field of economy. Incentive in short means the factor that benefits a certain group of people and encourages them to an option instead of other alternatives. The reason why people respond to incentives is because it benefits them and they often get more out of the same or lesser opportunity cost. Incentives can often be seen as a form of reward, resulting in a positive impact on people. Mankiw (2008), a renowned and experienced economist from Harvard University discussed the subject of his personal work incentives. He stated the worth of incentives that kept him working as well as the opportunity to work and earn some extra pay. In Malaysia, the Cooperatives and Consumerism Minister is attempting to pacify Malaysians by assuring them that the Government is trying their very best to maintain the fuel prices even tough global prices for oil are rising (The Star Online, 2011). If oil prices increase, prices for other goods will also increase as the same time and this would lead on a negative impact for consumers. This indirect incentive that the government is helping to lift is actually allowing better conditions for consumers. On a personal level, an example of incentive in our daily life is the usage of credit cards. Credit card is an important tool in today’s world with the incentives provided including low interest rates and longer term of minimal amount repayment. However, there are many stiff competitions between companies such as Visa, MasterCard and American Express offering the same service and the only way the companies can attract customers is with their incentives. Visa gives a percentage of the purchases as cash back from some cards; accrue points in reward programs from other cards that allow the customers to get merchandise for paying their debts on time (Ramachandran, 2009). Recently, there is a new scheme that allows young adults that are earning less than RM3, 000 a month to own their own home (The Star Online, 2011). These young adults could own homes costing from RM100, 000 to RM200, 000 with 100% loans. My cousin is a newly graduated doctor that soon to be finishing his house manship now could actually afford to get his own home. Before, he couldn’t afford the 10% down payment even after 2 years working. Since this new

Channel Tunnel (between UK and France) Essay Example | Topics and Well Written Essays - 750 words

Channel Tunnel (between UK and France) - Essay Example Apart from that it also has a significant role in both the International Union of Railways (UIC) and the Community of European Railways (CER). This channel is also popularly called as the â€Å"chunnel† because of its three-way tunnel encompassing rail connections. It connects at one end with Folkestone in England to Calais in France at the other one. After the treaty for the construction of rail link between France and England was signed in 1986, the consortium, which was responsible for carrying out the managerial tasks of this project, started to face severe problems. These problems were mostly based on fiscal (economic) matters. Apart from the money hurdle which was being faced with at the time, meeting the already set schedule and the most important of the lot, ensuring safety for the rails as well as the passengers traveling in them was a much bigger problem than the other ones. By 1990, many people started to have serious doubts whether this project would ever be completed. There was a do or die situation attached to this project and the authorities at the helm of affairs really had to do something solid to restore the confidence of people that was lost from them in this project. Channel Tunnel’s fire of 1986 is one classic example of the handling of fire regime within the tunnel and how the same should be tackled in the wake of another fire instance within the mega structure. When it became quite evident that this project was in serious jeopardy, Eurotunnel called upon the resources of Bechtel to play a bigger role in the accomplishment of what was left at that moment of time, a sheer dream. Bechtel’s involvement began in 1987.

Religion As A Means For Political And Economic Gains Essay

Religion As A Means For Political And Economic Gains - Essay Example This statement will be tested through qualitative analysis of the existing literature on religion and a case study of Taliban. By looking into the question of whether Pakistan used Islam through Talibanization of Afghanistan essentially to stem the growing Pashtun nationalist movement, I will attempt to show that religion was used for political gains and virtually economic gains by a country which broke apart at the hands of a similar nationalist movement three decades ago. The outcome of this research can help to bring us closer to understanding religion and add to an ongoing debate on religion and its correlation with politics and economy. Keywords: religion, religious exploitation, religious values, fundamentalism, Taliban, Afghanistan, Pakistan, Pashtunistan Research Design in Anthropology (Final Project) 1. OBJECT The main function of religion is maintaining a desirable social order which protects the individuals and the society from physical and emotional harm caused by fellow members and "promises deliverance from deprivation" (Columbia Encyclopedia), but since it has the ability to gain a high level of acceptability among its followers, sometimes to the level of reverence, it demands a blind faith from who follow the rituals without reasoning. In their introduction to the first volume of the famed "Fundamentalism Project, " Fundamentalisms Observed, editors Martin Marty and R. Scott Appleby (1991) claim that the religious aspect of fundamentalism tends to express itself in the following four ways: as a "fighting for" the worldview associated with the religion; a "fighting with" the myths, traditions and doctrines created by the religion; a "fighting against" those who do not subscribe to the religion; and finally, a "fighting under" the god or other transcendent reference thought to be the religion's ultimate source. In under-developed societies religion has a stronger hold over the poor and the powerless who seek protection in its name and solace when they when they fail to achieve the desired goals in life. Since the clergy claim ownership of religion their role becomes the most important for the society as well as for the individual, sometimes even more important than God himself. Some high-priests become so powerful that their ascendancy rivals the powers of the rulers and other pressure groups. Thus religion commands absolute obedience from the poor and the powerless which enslaves them to the custodians of religion namely the clergy which in turn gives them the power to alter social behavior. More recently, such a phenomenon has come to be identified as "fundamentalism" whereby the clergy and associates have sought or achieved change of social, political and economic nature. "Any socio-political movement that requires of its members a strict adherence to specifi ed "fundamentals" or doctrines; that seeks to impose those fundamentals, by persuasion or force, on any who are outside the movement; and that claims for its motivation in doing so a divine, or otherwise transcendentally grounded, mandate." (Carr & Saha, 2001) This has happened in some societies while elsewhere other social factors emerged to mollify or cancel the magic of the religion and its custodians such as interfaith or sectarian rivalry, rise of progressive forces which further the power of reasoning and science and so on. History is full of incidents where clergy using religious edicts and faith have tried to alter social

Animals Idioms in Chinese and English Cultures

Animals Idioms in Chinese and English Cultures Idioms are by all means the crystallization of a language due to its long history and also, they telling demonstration of wisdom of a nation. Chinese and English idioms have their different cultural traits. This paper compares Chinese and English idioms of animals, discusses the influence of cultural differences on Chinese and English idioms and gives some specific approaches to the understanding of Chinese and English idioms of animals. Keywords: cultural differences; similarities and differences; English contrast; idioms of Animals; 1. The concept of idioms of Animals and the reasons for studying the idioms of Animal The English world is just like a Kaleidoscope, also we can treat it as a Labyrinth.Animals and human beingshave been friends since old times. Languages of all kinds of nations own lots of words related to animals and so do Chinese and English. In the development of our society, animal words gradually get their stable meanings in all kinds of languages, namely, people associate their feelings and emotions, even thoughts and natural phenomena with different kinds of animals which are treated to represent different characters like people, or serve as omens. So animals gradually have become a certain kind of symbol in our thoughts, then this symbol rooted in the language at last. So in this world, there is a branch which can not be ignored-the english idiom whose function is indispensable.In this essay, it will focus on one branch of the English idiom, the idiom of animals, because when people use this kind of idiom, sometimes they will feel confused of this kind of idiom, for the reason of the different culture background and emotion towards different animals, people from west and east usually holds different view towards the same animals, but they can also reach agreement sometimes (à ©Ã†â€™Ã‚ Ãƒ §Ã‚ ¦Ã‚ Ãƒ ¦Ã¢â‚¬ ¢Ã‚ 1999) .In the body part, Section 1 shows the different view towards the same animals. Section 2 talks about the same view towards the same animals. Section 3 states the  influences  of  Cultural  factor  on  idioms of animals.From the dictionary, the difinition of idiom is they are by all means the crystallization of a language due to its long history and also, they telling demonstration of wisdom of a nation. Without idioms, especially the idioms of animals.The language can became very dull and we can not express some feelings as vivid as right now. If we use a metaphor way to express, then it is just like the filtered water came from the purer water, the filtered product of a languageidioms, are of high quality. In terms of similar ity, the essay will deal with from the originating from folk life, originating from daily life and originating from custom background.The differences will be foucused on reflecting different geography, reflecting different value concepts and reflecting different religions. 2. The cultural connotation towards the animals in the English culture and Chinese culture The western history begins when the ancestors find and fight for their natural habitat by sailing in the sea, the western people have a complicated mixture of marine culture. During those tough timeof the struggle against with the sea, the western people formed a strong sense of controlness and invasion by force to enlarge their territory. Based on this thoughts, the western culture is marked by the westerners appreciation for competition and enterprise. These differences leads to so many cultural differences. For example, the geographic location, individual values, social awareness, the way of communication and expression.All these thoughts have formed the culture background which effects the idioms of animals. 2.1. An animal word has the same cultural connotation in English and Chinese In both English and Chinese, the same animal words contain the same or similar cultural connotation . All humanbeings are lives on the same planet. People have similar living atmosphere, cognitive ability and psychology;In both Chinese and English, people almost have the same information towards animals. Therefore, they have the same or similar realization and give the same cultural connotation to animal words. People sometimes also hold same views towards the same animals in both English and Chinese, Based on this emotion concept.then the influences have taken effects on the same animals.The intension of idioms of animals can connected with los of background informattion.However, the cultural reasons are difinitely ranks on the top of the list.Based on the aspect of folk life and the aspect of stereotype of thoughts., the study of the same view towards the idioms of the same animals will analyze it. 2.1.1 Discussion from the aspect of the intimacy with the human beings In this world, maybe the dog is the most loyal animal which people from both east and west would love it. But even dog is a favorite animal for most people, we still can find out that the emotion towards dog is a little different.From some popular American folk song, we can find how deep the emotion of the Americans towards the dog, people from the west often treat the dog as one of their family members. In the west, the common name of dog is Fido which extended from the latin word-fides which means faithful (Bakerà ¯Ã‚ ¼Ã…’Mona. 1992). Also lots of people of west name their dogs after their beloved family member, for instance, the ex-president of America, Bill Clinton name his dog after his uncle.So the idioms related to the dogs cames out, just as the top dog means the winner, the big dog means Mr.Big etc.But in the east, the idioms of dogs often have derogatory sense. Discussion from the aspect of religion influence People who learn English might know an idiom of elephant-the white elephant, which means an inanimate possession that is similarly unwanted and hard to get rid of, but too costly simply to throw out or abandon. Another idiom of elephant in english is as thick skinned as an elephant, which means stubborn and Obtuse. However, in the eastern country, the elephant is a symbol of strength and power, in some Buddhist countries, the elephant is also a holy symbol of their religion. 2.1.3 Discussion from the aspect of folk life Both the east and the west treat the pig as a symbol of idleness and stupid.The idioms of pig in the west and the east are all related to the bad side.For instance, Never cast ye your pearls before swine (Christine Ammer, 2005), this idiom means to waste precious words or deeds on the underserving. Another example is you cant make a silk purse from a sows ear, this means you cant turn an underserving creature or thing into one of great worth. Discussion from the aspect of stereotype of thoughts Both the Chinese and English think that the fox stands for cunning, so when English people say He is a fox, the Chinese people can easily catch the meaning of the sentence at the same atmosphere. To the English speaker and Chinese people, the first impression of pig is fat. It also represent laziness and stupidity. Thewolf is one kind of fierce wild animal in the forest. So its natural instincts are avariciousness and fierceness rooted in peoples minds. So we often hear some of the same expressions in English and in Chinese, such as a wolf in a sheeps clothing or cry wolf. In addition, when wolf is used to refer to a person, it means a man who always ready to make unsual advances to a woman. Therefore, in English, there is an idiom a wolf whistle (Christine Ammer, 2005). 2.2. An animal word has different cultural connotations in English and Chinese It can be seen that the cultural connotations of animal words in different languages in a subject to be further probe and the contrust and analysis of cultural connotations of animal words between English and Chinese. It is clear to get the conclusion that animal words is not only reflects the real animal but also get special cultural connotations of different cultures ( Bakerà ¯Ã‚ ¼Ã…’Mona. 1992) .Gnerally speaking, if people want to get a good knowledge of animal words, they must try their best to grasp the connotations of these words especially the cultural connotations, so they should have a comprehensive knowledge in order to understand the cultural differences in this task. People can be deeply acquaint with the cultural convention and living customs, then they can communicate with English speaking people naturally and easily. These idioms are given the same cultural meaning from their features, so in both English and Chinese, they can understand each other directly and easi ly no matter in cross-cultural communication or not. Meanwhile, with more and more communication, lots of new words come into both languages. We can find some idioms of animals with even the same images and the same intonations. 2.2.1 Discussion from the aspect of usage in daily life At first, doney is called ass which refer to the stupid and stubborn things and person.In the Aesops Fables, there is an ass in a lions skin, the other animals thought the lion is coming, and run away quickly.the donkey felt proud, but a fox know its not a lion, but a donkey, so the fox mocked the donkey (Nida, 1975). In English, an ass in a lions skin means to act/play the ass or to make an ass of onself. In the western culture, donkey is a symbol of foolishment, the ass wags his ears means the fool pretend smart. However, in the culture of east, people thought donkey is industrious, whats more, people dont need to look after them too much. 2.2.2 Discussion from the aspect of value concepts There is a paragraph taken from the Bible, the main ideal is when people come to this world, the God will choose the good from the bad. From this, we can get to know that the goat refers to the bad, from the time of the Bible, people realized that the value of sheep is more than the goat, so in English, the goat means the bad people or the Satyr. Let us look at the idiom of goat, for example, If beards were all, then goats would preach. This means old age does not necessarily betoken wisdom. In the east, people thought the goat is good, they take the advantages of the goats meat and skin, the goat has lots of usage (Smith, 1957). 2.2.3. Discussion from the aspect of custom background This is another good example of this essay, in the east, people think the bull is brave and industrious. Take the chinese people for instance, from the old times, people begin to use the bull to plow the fields.nowadays, the bull is still being used in the countryside, so the chinese usually use the bull to describe the industious people who work very hard and practical. Whats more, they also use the bull to describe the peole who seems very strong and healthy. In the west, people raise the bull in order to get the milk and meat, they did not use the bull in the agriculture too often. So in the west, the bull is refer to the fool, the people who are rude (Nida, 1975). For example, the bullhead means the stubborn.Irish bull means ridiculous way of saying. 2.2.4. Discussion from the aspect of geography influences From the day that can be recorded, horse is served to the human beings. No matter in the day of peace or the time of war, horse plays a very important role in every fields.Horse is an industrious animal. In the English, there are lots of idioms about horse, and the complimentary sense is basically the same.When it does not want to do something, then even you force him to do something, it still not works. In the east, people has the same way of saying. Among all the animals the horse may be the most sensible creature. She seems to understand men better than men understand them. If you are a careful observer, then you can find out that horse is always looking at its master. Knowing whatever feeling her master has. Apart from the horses sensitivity it always works without complaining. This is one of the reasons why Americans like to encourage other people to work as hard as a horse. It reminds us of the saying that we cannot force other people to do what we wish them to do without their content, of course. Without these expressions we can hardly find any means to let others know how we feel and what we think (Christine Ammer, 2005). 2.2.5 Discussion from the aspect of value concepts Fly is just like a mote in peoples eyes, they are noisy and dirty. So people use the fly in the ointmeny to express a trifling annoyance that spoils ones enjoyment. In the eyes of peole, they just treat the fly as some pests, so a fly on the wall means an unseen witness to a private situation, etc (Christine Ammer, 2005). 3. The  influences  of  Cultural  factor  on  idioms of animals They reflect the relationship between language and culture. Human beings common social activities are in many aspects similar, so English and Chinese idioms of animals have similarities. Because of the cultural differences, English and Chinese idioms have differences in their detailed contents. Now the essay will list two main cultural impacts on the idioms of animals (à ¦Ã‚ ­Ã‚ ¦Ãƒ ¤Ã‚ ¸-à ¨Ã…  Ã‚ ±, 2003). 3.1 Similarities between English and Chinese idioms In both the English and Chinese, the idioms of animals are descriptive when they are aim to convey the right meanings. A western scholar once said that between two languages, chances are against it that there is a equivalence of phrases and sentences, only a few exceptions. Idioms are just one of those reasons to this are that human beings live on the same environment, confined to the same objective restrictions.From these aspect, it can be concluded that there is a common union of the sameness of the thoughts and emotions in human being of defferent parts in the whole world. 3.1.1 Originating from daily life Idioms are the common reflection of peoples daily life and experience, whats more, they are closely related to the practice of peoples daily life and work, revealing a universal truth from details so as to enlighten people. There are many idioms refined from the folk life. These idioms are created by working people, for instance, the farmers, workmen, businessmen, hunters, Soldiers and so on. They use familiar terms that were connected with their own life experience. 3.2 Differences between English and Chinese idioms Language is a medium of the culture in each nation. Generally speaking, the differences between English and Chinese idioms are the result of different cultural reasons. The Chinese Culture stress on the part of argriculture which has cultivated from generation to generation and is what our basic condition of life is attached to. Growing up in this land-foucused notion, the chinese people have long been dedicated to their homeland, they are able to feed themselves by raise the argriculture, in result, they thought of expansion and invasion of other nations is never of their concern. 3.2.1 Reflecting different geography Geographic Position. Lots of idioms of animals share the features of its surrounding environment. Nations geographical environment is a pattern that a language and culture have been developing. The geographical characteristics of the country are reflected in the national language in general and idioms in particular. The England is an island country which located in the western seaside of Europe. English people live by seaside and their life naturally connected with the industry of sailing and fishing. So many English idioms of animals are related to the creature in the sea. 3.2.2 Reflecting different value concepts The differences between Chinese and western value concepts mainly lie in the individualism and collective.The Westerners believe that everyone share the equal rights. They adore to the freedom and equality. Many English idioms of animals show Americans advocating of this aspect. Idioms are the essence of a language. They are closely related to a nations culture and enjoy great cultural values. They reflect the relation between culture and language. Each nation has its own geography, history, religion and social attitude. Because of the cultural generalities and differences (à ¦Ã‚ Ã… ½Ãƒ ¥Ã‚ ½Ã‚ ©Ãƒ ¦Ã‚ ­Ã…’, à ¥Ã‚ ¼Ã‚  Ãƒ ¥Ã‚ Ã… ½Ãƒ ¦Ã‹Å"Ã… ½, 2002), English and Chinese Idioms have their similarities and differences. They are permeating and interfusing each other. So a comparative study of them can help us to learn a language well and understand the true meaning of others word in cross-culture communication. 3.2.3 Reflecting different religions Religion is a very important theme of culture. Different religions reflect different cultural thoughts, different cultural backgrounds and different cultural customs. Religion is a cultural phenomenon. Sometimes, the idioms of animals are closely related to theaspect of culture, just like the example of white elephant list above. So idioms can reflect the different religious background information. English and Chinese people share different religious faith. Different religions lead to the differences between English and Chinese idioms of animals. 4. The value of study on idioms of Animals in both Chinese culture and English culture The similarities and disfference between English and Chinese idioms lies deeply in the cultural background. 4.1. The importance of studying idioms of Animals Learning a foreign language, especially the idioms of animals is a long way and we need to pay a lot of attention and efforts, what we should know is that we cannot and should not learn a foreign language in a very short time, so does the idioms of animals learning. The learning and using idiomatic appropriate is very difficult for non-native speakers, especially when we learn the idioms of animals, after we have a clear view of the culture background information of these idioms, we can have a better understanding of this area, and for this reason we need to learn it gradually, only in this way, we can handle them easily and effiently. 4.2. Consideration of the eassy This article should be an enlightment to all of us that when welearning English idioms of animals, we are supposed to grasp the cultural background in mind in order to acquire better learning. Whats more, the study of both English and Chinese idioms shed lights for our studying of the thinking patteren of both languages, which is of central essence for our learning purpose. Moreover, the analysis of origins causing different idiomatic expressions and cultural differences in this article can provide a way for us to understand idioms correctly and use them in cross-cultural communication precisely and accurately.