A Dangerous Method Essay Example for Free

A Dangerous Method Essay David Cronenbergs latest film, A Dangerous Method, recounts the relationship between two psychiatry pioneers, Sigmund Freud and Carl Jung, in the early part of the 20th century. Michael Fassbender as Jung, Viggo Mortensen as Freud, and Keira Knightley as Jung’s patient and future psychoanalyst Sabina Spielrein. Its Jung around whom the story revolves, as a rising young intellect attempting to build on Freuds fledgling theories of psychoanalysis. In Cronenbergs version, we watch as their professional relationship evolves from student-teacher to one more like father-son, before eventually fracturing. Jung has a wife (Sarah Gadon) who spends most of the film either pregnant or lamenting that shes popped out yet another girl. It’s a stable, normal relationship, exactly the type of thing to send a driven man like Jung into the arms of another woman. He can’t help himself, and he has a willing and ready partner in Spielrein. Knightleys Spielrein is a patient of Jungs during this time. See more: Satirical elements in the adventure of Huckleberry Finn essay With Spielrein’s committal and therapy sessions with Jung, she states, â€Å"I’m vile, filthy, corrupt! †, after admitting she found her father’s sexual and physical abuse arousing. The complexity of the situation is demonstrated by her academic and personal development. After an unusual on-off affair with Jung, whose disagreements with Freud are presented simultaneously, But its her romantic relationship with her mentor, in addition to varied professional differences, that Cronenberg tells us is at the center of Jungs falling-out with Freud. There are reasons that doctors shouldn’t sleep with their patients, many of which surface during the course of Jung and Spielrein’s romance. As the relationship breaks down, things are further complicated by the fact that Spielrein is a psychiatric student herself, allowing her to analyze her doctor/lover right back. Spielrein eventually seeks out Freud to be her new analyst, which further poisons the Jung-Freud relationship. Sexuality issues portrayed in this film were the arousal from the beatings from her father and the affair that Spielrein was having with Jung. The beatings she first remembered started when she was four years old. Her father told her to go to this little room, then told her to take off her clothes, he then beat her. After the beating she then wet herself, and her father then beat her again for wetting. This excited her very much. After that every time she got sent to that room she got excited, then even more excited after her father beat her. She would instantly have to go masturbate after the beatings. After a little time it wasn’t just the beating that got her aroused, it was any kind of embarrassment. The more embarrassing the more excited she would become. One instance in the movie Spielrein dropped her coat on the ground, Jung picked it up and started hitting it with his cane to get the dirt off of it and she instantly needed to go back to her room because she was so excited that she needed to masturbate. The affair with Jung was of course inappropriate in many ways, but for Jung I saw it as a way to keep his life exciting. His wife always seemed to be pregnant and very low key and having the extra woman on the side kept him going. Not that it makes it okay, especially since it was clients that he was sleeping with. Even after Jung put a stop to the relationship with Spielrein, later when she came back to talk about her dissertation they then had another intimate encounter. The more Jung spoke with her, the more they explored her past with her father, and this gave Jung a better understanding of what things made her more aroused then others. At one point in the movie Spielrein is asked about her troubles sleeping at night. She explains that she feels like something is in bed with her and it felt slimy on her back. Jung then asked if she was naked, and her response was yes. He then asked if she was masturbating, and her response again was yes. This told him it wasn’t all her imagination it was also parts of her arousal while masturbating. I loved this film, I have now watched it three times. It shows how sometimes peoples pasts can really affect their daily life with something such as embarrassment, or being beaten as a child. It was very eye opening to me to see how easily Jung started sleeping with his clients, and how his wife just didn’t say much at all about the affairs. Almost like if she didn’t say anything then it didn’t make it real. The first time watching this movie I found myself on the edge of my seat, waiting to see what was going to happen next, and how they were going to deal with her outbursts and situations. I think this movie would be great for awareness, because it seemed so easy for them to go into a relationship, but really it is very wrong to become emotionally attached to a client, let alone sleep with them. I know this movie probably isn’t quite for everyone, but going into a human services field I think it would be a great movie to show in one of the many classes that regards to client and helper relationships. I found it intriguing and informational and I love building my knowledge when it comes to situations with helpers and clients.

The Woman’s Christian Temperance Union and the Creation of a Politicize

The Woman’s Christian Temperance Union and the Creation of a Politicized Female Reform Culture In 1879, a group of evangelical churchwomen, all members of the Illinois Woman’s Christian Temperance Union (WCTU), presented to their state legislature a massive petition asking that Illinois women be granted the right to vote. The architect of this ambitious petition campaign, which resulted in 180,000 signatures of support, was Frances Willard, then president of the Illinois WCTU. In using her position as a prominent WCTU leader to agitate for enfranchisement of women, Willard went against the express commands of the National WCTU and its president, Annie Wittenmeyer, who had made clear only one year earlier that the WCTU would not involve itself in any way with the suffrage movement. Willard’s efforts to build support for suffrage within the WCTU were only a part of a larger pattern of change. During the 1880s, WCTU members constructed a highly politicized women’s reform culture that supported both women’s enfranchisement and political partisanshi p. This essay looks at the first four years of this culture through some of the people and events that were most crucial to its growth. Founded in 1874, the late nineteenth century WCTU quickly became one of the most powerful reform organizations in the United States. By the mid-1880s, the WCTU boasted a membership near 100,000 and chapters in every state and territory, making it the first truly national women’s organization in the country. The size and influence of the WCTU during this period was unprecedented; no other women’s reform organization had ever had its power and scope. For the first time, tens of thousands of women were entering the public sphere as agitators a... ...olitical—particularly in the South and, to a lesser extent, in small towns in the North—the national chapter’s unswerving devotion to politicized reform created a culture that encompassed—but minimally infringed upon—even non-political WCTUs. Although temperance women’s alliance with the Prohibition party failed to result in their enfranchisement, or in a influential political party led by women, (the party’s influence peaked in 1884, and by 1892 it was once again of negligible political importance), the WCTU nevertheless helped shape a distinct political sphere for women. And the extensive amount of â€Å"moral† legislation that WCTU women successfully agitated for at the state and local levels, such as prohibition, blue laws, age of consent, school suffrage for women, and scientific temperance education in public schools is evidence of how strong that culture was.

Deception Point Page 80

â€Å"Do you have dogs, Dr. Harper?† He glanced up. â€Å"I'm sorry?† â€Å"I just thought it was odd. You told me that shortly after this Canadian geologist radioed in the meteorite coordinates, his sled dogs ran blindly into a crevasse?† â€Å"There was a storm. They were off course.† Gabrielle shrugged, letting her skepticism show. â€Å"Yeah†¦ okay.† Harper clearly sensed her hesitation. â€Å"What are you saying?† â€Å"I don't know. There's just a lot of coincidence surrounding this discovery. A Canadian geologist transmits meteorite coordinates on a frequency that only NASA can hear? And then his sled dogs run blindly off a cliff?† She paused. â€Å"You obviously understand that this geologist's death paved the way for this entire NASA triumph.† The color drained from Harper's face. â€Å"You think the administrator would kill over this meteorite.† Big politics. Big money, Gabrielle thought. â€Å"Let me talk to the senator and we'll be in touch. Is there a back way out of here?† Gabrielle Ashe left a pale Chris Harper and descended a fire stairwell into a deserted alley behind NASA. She flagged down a taxi that had just dropped off more NASA celebrators. â€Å"Westbrooke Place Luxury Apartments,† she told the driver. She was about to make Senator Sexton a much happier man. 94 Wondering what she had agreed to, Rachel stood near the entrance of the G4 cockpit, stretching a radio transceiver cable into the cabin so she could place her call out of earshot of the pilot. Corky and Tolland looked on. Although Rachel and NRO director William Pickering had planned to maintain radio silence until her arrival at Bollings Air Force Base outside of D.C., Rachel now had information she was certain Pickering would want to hear immediately. She had phoned his secure cellular, which he carried at all times. When William Pickering came on the line, he was all business. â€Å"Speak with care, please. I cannot guarantee this connection.† Rachel understood. Pickering's cellular, like most NRO field phones, had an indicator that detected unsecured incoming calls. Because Rachel was on a radiophone, one of the least secure communication modes available, Pickering's phone had warned him. This conversation would need to be vague. No names. No locations. â€Å"My voice is my identity,† Rachel said, using the standard field greeting in this situation. She had expected the director's response would be displeasure that she had risked contacting him, but Pickering's reaction sounded positive. â€Å"Yes, I was about to make contact with you myself. We need to redirect. I'm concerned you may have a welcoming party.† Rachel felt a sudden trepidation. Someone is watching us. She could hear the danger in Pickering's tone. Redirect. He would be pleased to know she had called to make that exact request, albeit for entirely different reasons. â€Å"The issue of authenticity,† Rachel said. â€Å"We've been discussing it. We may have a way to confirm or deny categorically.† â€Å"Excellent. There have been developments, and at least then I would have solid ground on which to proceed.† â€Å"The proof involves our making a quick stop. One of us has access to a laboratory facility-â€Å" â€Å"No exact locations, please. For your own safety.† Rachel had no intention of broadcasting her plans over this line. â€Å"Can you get us clearance to land at GAS-AC?† Pickering was silent a moment. Rachel sensed he was trying to process the word. GAS-AC was an obscure NRO gisting shorthand for the Coast Guard's Group Air Station Atlantic City. Rachel hoped the director would know it. â€Å"Yes,† he finally said. â€Å"I can arrange that. Is that your final destination?† â€Å"No. We will require further helicopter transport.† â€Å"An aircraft will be waiting.† â€Å"Thank you.† â€Å"I recommend you exercise extreme caution until we know more. Speak to no one. Your suspicions have drawn deep concern among powerful parties.† Tench, Rachel thought, wishing she had managed to make contact with the President directly. â€Å"I am currently in my car, en route to meet the woman in question. She has requested a private meeting in a neutral location. It should reveal much.† Pickering is driving somewhere to meet Tench? Whatever Tench was going to tell him must be important if she refused to tell him on the phone. Pickering said, â€Å"Do not discuss your final coordinates with anyone. And no more radio contact. Is that clear?† â€Å"Yes, sir. We'll be at GAS-AC in an hour.† â€Å"Transport will be arranged. When you reach your ultimate destination, you can call me via more secure channels.† He paused. â€Å"I cannot overstate the importance of secrecy to your safety. You have made powerful enemies tonight. Take appropriate caution.† Pickering was gone. Rachel felt tense as she closed the connection and turned to Tolland and Corky. â€Å"Change of destination?† Tolland said, looking eager for answers. Rachel nodded, feeling reluctant. â€Å"The Goya.† Corky sighed, glancing down at the meteorite sample in his hand. â€Å"I still can't imagine NASA could possibly have†¦ † He faded off, looking more worried with every passing minute. We'll know soon enough, Rachel thought. She went into the cockpit and returned the radio transceiver. Glancing out the windscreen at the rolling plateau of moonlit clouds racing beneath them, she had the unsettling feeling they were not going to like what they found onboard Tolland's ship. 95 William Pickering felt an unusual solitude as he drove his sedan down the Leesburg Highway. It was almost 2:00 A.M., and the road was empty. It had been years since he'd been driving this late. Marjorie Tench's raspy voice still grated on his mind. Meet me at the FDR Memorial. Pickering tried to recall the last time he had seen Marjorie Tench face-to-face-never a pleasant experience. It had been two months ago. At the White House. Tench was seated opposite Pickering at a long oak table surrounded by members of the National Security Council, Joint Chiefs, CIA, President Herney, and the administrator of NASA. â€Å"Gentlemen,† the head of the CIA had said, looking directly at Marjorie Tench. â€Å"Yet again, I am before you to urge this administration to confront the ongoing security crisis of NASA.† The declaration took no one in the room by surprise. NASA's security woes had become a tired issue in the intelligence community. Two days previously, more than three hundred high-resolution satellite photos from one of NASA's earth-observing satellites had been stolen by hackers out of a NASA database. The photos-inadvertently revealing a classified U.S. military training facility in North Africa-had turned up on the black market, where they had been purchased by hostile intelligence agencies in the Middle East. â€Å"Despite the best of intentions,† the CIA director said with a weary voice, â€Å"NASA continues to be a threat to national security. Simply put, our space agency is not equipped to protect the data and technologies they develop.† â€Å"I realize,† the President replied, â€Å"that there have been indiscretions. Damaging leaks. And it troubles me deeply.† He motioned across the table to the stern face of NASA administrator Lawrence Ekstrom. â€Å"We are yet again looking into ways to tighten NASA's security.† â€Å"With due respect,† the CIA director said, â€Å"whatever security changes NASA implements will be ineffective as long as NASA operations remain outside the umbrella of the United States intelligence community.† The statement brought an uneasy rustle from those assembled. Everyone knew where this was headed.

Warsaw A Major Center For Jewish Life - 1028 Words

Before the war, Warsaw was a major centre for Jewish life with a population of more than 350,000 Jews, 30% of the populace. Once it was invaded, on the 1st September 1939, it wasn’t long before preparations started to be made for the anointment of a Jewish ghetto. Warsaw Jews were ordered to wear a white armband with a blue star of David to identify themselves, which was the first step to separating the Jews from the Aryans. The ghetto was officially established on the 12th October 1940, and was cordoned off from the rest of the city to become a 1.3 square mile area surrounded by a 10ft high brick wall. From July 1943, SS and police units carried out mass deportations from the Warsaw ghetto to the Treblinka Killing Centre. As a result of†¦show more content†¦The Warsaw Ghettos were a symbol of the Nazi’s racist ideals in the way that the Jews were completely segregated from any society bar their own. Everything was taken from them, so they had to rebuild and co me together as a formidable community of people, ready to stand together and fight for their right to live as human beings. These were the great symbols of the holocaust. The fact that the Nazi’s made it clear that they wouldn’t live as equal to the Jew; so they were removed. A symbol of Nazi German strength and power, to cast out a race from their major city of occupancy. The ghettos effectively worked to keep the Nazi’s on their powerful pedestals, but also was kind of a bad move on their part. This segregation allowed the Jews to band together and motivate each other, particularly after many of them were deported for Treblinka. The Warsaw ghettos uprising was the Jews major action against the Nazis, allowing them to show the world that their spirits hadn’t been beaten. But, it also worked for the Germans with the effectiveness of the confine. It kept all the Jews in one place which was patrolled and difficult to escape. This made it all the easier to collect the Jews from the ghetto and deport them to the Treblinka extermination centres in the name of the Final Solution, effectively catering to the Holocausts entire purpose of leaving the Aryan race to rule Europe. The ghettos were patrolled at all times

The And Preservation Of Memory - 2665 Words

The impetus of this project came from the need that the three most common forms of degenerative conditions often suffer from a lack of centralized care. Often when a patient becomes diagnosed they are sent to a hospital campus, or multiple locations, in order to receive treatment. With these various outlet for treatment no one space can answer the design needs of this unique patient group. Each group has its own design challenges, however they do share many common threads that can be addressed with the language of design. The overarching issues and solutions will be addressed, however the main concept of the project is connection and preservation of memory, though the narrative of light and tactility. Once the memory begins to fade the quality of life for the patient begins to fade exponentially. Various design elements will create a vehicle for connections to memories as well as easy accessibility to the various departments though communal points. This will allow for the patient a nd the family to be able to navigate the various departments and spaces in a calm and relaxing way. There are multiple types of degenerative conditions that exist in the world today. These are typically identified by a condition that get worse over time. There are four that will be discussed in this paper; Amyotrophic lateral sclerosis (ALS), Huntington’s, Alzheimer’s and Parkinson’s. Each varies in what the symptoms are and how they are treated. There are some common components that eachShow MoreRelatedThe Preservation Of Memories And Grieving Process1341 Words   |  6 PagesIn Anne Carson’s Nox, the preservation of memories and grieving process are shown by formatting and themes of imagery, encapsulation, isolation, and completion. Upon first impression, Nox’s pages look photocopied, but real enough that the pages feel three-dimensional, as though there’s a residue from the author lingering on the pages. Her brother’s death prompts Carson to act as his historian and detail his life through different media. Carson compiles images from different sources, includingRead MoreThe Preservation Of The Confederate Memory Lives On Through The Robert E. Lee Memorial Essay1075 Words   |  5 PagesThe Preservation of the Confederate Memory lives on through the Robert E. Lee memorial in Richmond. Many historians have written about the monument of Robert E. Lee and his importance to the preservation of Confederate Memory. But, recently a major debate surrounding the monument has spurred an argument between two groups. One group wants the monument to be removed or relocated from its original spot in Richmond V.A. This group believes that it is an offensive symbol in support of slavery. 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Michelle Metro-Roland, the author of the article discussed, is in favor of the creative preservation of urban environments which she calls â€Å"Architexturality†. Architexturality is a play on architecture and texture. The author says that it â€Å"builds on the ways in which cities have developed organically with a mix of styles and uses prior to the rise of preservation and calls for creati veRead MorePenn Station Preservation Battle1045 Words   |  4 Pagescharacterized as either bastions of reason and good taste or hopelessly outdated relics who really ought to get out of the way and let the rest of us move ahead.† This theory can be related to the Penn Station 1963 Preservation battle, which is considered as the founding event of historic preservation battles in NYC. In the end, the proponents of progress won the argument; in 1963, the three year demolition project of this historical site began. However, both sides of this progress vs. tradition argumentRead MoreWhat Memories Tell About Truth997 Words   |  4 PagesWhat Memories Tell About Truth It is a common belief that memories are important, but why is that so? Is it because memory can be a marker for a person’s level of intelligence or does it have to do with the effect memory has on person? Memory can be thought of as a recollection of an event that has been pieced together from information by the mind. These collections of memories that a person possesses are what define their identity, assist in future decision making based on past experiences, andRead MoreAmnesia1074 Words   |  5 PagesA. Evaluate evidence that non-declarative long-term memory is preserved in amnesia. Amnesic patients tend to suffer from permanent or temporal, normally partial or total loss of episodic memory and an impaired capacity to form and store new memories. On the other hand, they seem to demonstrate unimpaired performance of behaviours involving prior experiences on tests which do not require any intentional or conscious recollection of those experiences (Schacter, 1992). Hence, most amnesic patientsRead MoreWilliam Shakespeare s Poem, I Died For Beauty But Was Scarce876 Words   |  4 PagesPermanent Death One of the many goals of humanity is to live indefinitely and if this is not possible to be remembered to keep the memory of one’s self alive. Shakespeare preservation fantasy is just one way of attempting immortality. The article by Kunin which is summarized below discusses the idea of preservation through poetry where the subject or the author are made immortal by the poems never ending life. Emily Dickinson poem â€Å"I died for beauty—but was scarce.† Entertains the idea that poems

The European Convention Of Human Rights Act - 1490 Words

The European Convention of Human Rights (ECHR), outlines the various rights of citizens in European nations, giving explicit power to the European courts (ECtHR), as well as domestic courts, with regard to the violation of these rights in the member states of the European Union. One thing to note is that the ECHR cannot be enacted without referring to the Human Rights Act (HRA) of 1998, which was inspired by the Universal Declaration of Human Rights (UDHR) at Geneva in 1948. The aim of this essay is to therefore to discuss how the powers are distributed particularly between the executive (ministers and cabinet) and the judiciary by the Human Rights Act, whether the element of separation of powers is hindered in this event, and to†¦show more content†¦This thus highlights that the event of the HRA being introduced into the UK constitution as a constitutional convention is necessary in the protection of human rights of its citizens. It is good to take note of the fact that the HRA, a fall out of the Human Rights Convention of 1953, was majorly enacted in order to enhance human life, as well as respect the inherent freedom of man. The essence of this act, and if truly the derogation of power through this act to the different arms of government compromises separation of power as well as the independence of the judiciary would be discussed in the course of this essay. It should be noted most importantly also, that the introduction of the HRA via the ECHR incorporated parts of the EU law into the UK law, and O’Cinneide further suggests that the international relationship enjoyed by the UK with the Council of Europe and the ECHR is directly within the scope and nature of these reserved powers (outlined in the ECHR). Moreover, Section 6(3)(a) clearly states the courts and tribunals to be public authorities, going further to sub-paragraph (b), giving the function of a public authority also to ‘any person certain of whose functions are functions of public nature’ such as the executives. In addition to this also, the powers of

Southwest Airlines Harvard Case free essay sample

On February 1, 1973, Braniff International Airways announced that it was introducing a 60-day, half-price sale for flights between Dallas and Hobby, which is Southwest Airlines’ only profitable route. Southwest needs to determine how to respond to this threatening strategic pricing move by Braniff in order to continuously stay ahead of their losses, and possibly reduce or eliminate it further for that operating year. Situational Analysis 3Cs: Competition Before Southwest was established, two airlines were servicing the geographic market Braniff International Airways and Texas International (TI) Airlines. Though both provide intra-state transportation between the four fastest growing cities in Texas, they only â€Å"represented legs of much longer, interstate flights. †1 Services were, therefore, very poor for these routes as both focused primarily on their interstate flights. As such, an opportunity arose for Southwest from the stark and growing dissatisfaction of customers. At that point, Braniff held 86% of the market. Braniff International Airways As a carrier, prior to Southwest’s entry, Braniff held the most Dallas-Houston route traffic, averaging 483 passengers per day in each direction. We will write a custom essay sample on Southwest Airlines Harvard Case or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page However, â€Å"there was so much interline traffic that most of the seats were occupied by [interstate passengers]. While [they] had hourly service, there really weren’t many seats available for local passengers. People just avoided flying in this market. †2 In addition to this, its reputation for punctuality was very substandard that it was commonly known as the â€Å"World’s Largest Unscheduled Airline. †3 Braniff’s image in 1971 has changed from being fun, glamorous, and exciting to â€Å"a subtler, more conservative style†4 as they reduced advertising budget to $4 million, from more than $10 million in 1967. In 1967, Braniff serviced their greatest average number of daily local passengers of 416 out of 483 passengers (86. 1% of the market) with only one other competitor. In 1971, when Southwest entered the picture, Braniff had an average of 370 out of 603 passengers daily, reducing their market share to 61. 4%. In 1972, this was further reduced to 50. 1%, with only 384 out of 767 passengers flying with the company. Texas International Airlines Prior to Southwest’s founding, TI was one of the only two airlines providing intrastate flights for Texas’ cities. Compared to its competition, TI only held 24. 6% of the market in its best year since 1967, falling heavily behind when Southwest came in the picture. In contrast to Braniff, TI had an image of being â€Å"dull and conservative, with a bland image. †5 3C’s: Customer What the intrastate airline industry was catering to were mainly executives whose occupation required them to travel to Dallas, Houston, and San Antonio. They were mostly looking for on-time flights for the lowest fare possible (as trips only take around one hour) with airlines that have minimal cancellations and/or delays. Another very small market consisted of those who flew to these cities for other reasons, such as leisure, etc. They were mostly in the lookout for a transport service that gave them value for their money. 3C’s: Company What Southwest offered was a better air transportation service frequent, punctual and low fare. They catered to value-conscious consumers who were usually small business executives and who needed to travel conveniently to the different major cities in Texas. The Southwest brand displayed an ‘obviously fun’ image, focusing on using playful advertisements that usually revolve around the word ‘love. ’ This focus gives them an air of being customer-oriented, which is further fortified by their distributing (direct marketing not much on travel agents) and pricing strategies (offers lowest possible fare). This depiction provides the brand a sharp distinction with its competition. Evaluation of Alternatives PROS CONS 1. Follow suit by reducing fare to match Braniff’s price SW will make sure they remain competitive with Braniff for their most profitable route SW ensures that they service their current customers with the best price, thereby keeping with their â€Å"love† advertisements May be implemented immediately SW will potentially suffer financially: revenues may fall significantly due to the pricing cut SW may not be able to get as much passengers to counter the reduction If the above happens, SW will increase their already lowering losses 2. Do nothing no positive outcome SW will undoubtedly lose their customers to Braniff, at least for the duration of the half-price fare; although, it is most likely that they lose them altogether since sticking to their price may already hurt their â€Å"loving† relationship with their customers SW will lose their most profitable route, therefore lowering their revenues and increasing the pool of losses 3. Introduce additional services for the same (not half-priced) fare SW can safeguard a fraction of their customer base by adding services or promos as a rationale for keeping the same flight fare SW can use the platform to reignite their quirky advertising through the supplementary services they come up with May be implemented immediately The lower price fare would still attract majority of the passengers, especially for just an hour-long flight Unless SW figures a way to make the ‘complimentary’ services attractive enough for paying the full price, SW will look at significant losses in customers and revenues 4. Introduce new flight classes SW can offer an ‘economy class’ that have half-priced fares (thereby matching Braniff’s price), while offering ‘executive class’ for those still willing to pay the full price for certain perks, and possibly even a ‘premium class’ for those willing to pay more for certain services and perks This guarantees that SW stays in the playing field with Braniff, most especially in their most profitable route Feasibility problems: difficulty in in-flight orientation, changes in in-flight servicing SW will need to increase spending for certain services and the changes Takes time 5. Introduce loyalty program SW may be able to build a stronger, more loyal customer base that may stick with them through pricing wars with competition If properly implemented, it can become a powerful leverage against competition Builds long-term, profitable and mutually beneficial relationship with customers who matter May be expensive No assurance of degree of success Takes time Recommendations Given Southwest’s current financial situation, it would be best if alternative number 2 is scrapped completely, with the rest of the alternatives applied in phases. Since response is needed to be immediate, alternatives 1 and 3 can be implemented in conjunction as soon as possible. Combining both alternatives would increase the likelihood of success and reduce the impact of Braniff’s pricing promotion significantly more than implementing either on their own. More importantly, providing alternative 3 as an option for passengers to claim will not only somehow pad the possibility of being unable to reach the targeted number of sales via the half-price fare in order to, at the least, break-even, it can also become an avenue to reinforce the image of Southwest of being â€Å"fun. † For example, in relation to one of Southwest’s previous promotional antics, it can offer free-flowing alcohol for passengers who choose to pay the full fare. For the longer term, Southwest should also introduce new flight classes and loyalty programs. If successfully implemented, this would put them in a powerful market position wherein their profitability is not as hard to challenge and strain.