Nike Marketing Research Paper Example

Nike Marketing Paper For years, we thought of ourselves as a production-oriented company, meaning we put all our emphasis on designing and manufacturing the product. But now we understand that the most important thing we do is market the product. Weve come around to saying that Nike is a marketing oriented company, and the product if our most important marketing tool. -Phil Knight1[i] Marketing is a group of activities designed to expedite transactions by creating, distributing, pricing, and promoting goods, services, and ideas. [ii]Marketing is an extremely important aspect of every single company because it is what introduces the company and the companys products to the public. Through marketing businesses try to respond to what the consumer wants and needs and to foresee changes in the environment. Marketing is what sells the product. Marketing is more than just advertising; it is about pleasing the customer. The main focus of marketing is to generate utility, which by definition, is a products abilit y to satisfy human needs and wants. 1[iii]A product should make a customer happy, and make them want to buy again in the future. It is quite common that companies have to change their marketing campaigns in order to satisfy the public opinion. Although marketing is enormously important, it wouldnt be very effective without creating a quality product. In order for a customer to want to buy from that company again they have to be satisfied with their first purchase, and this satisfaction cannot be attained without creating a product of the highest quality. A company must have an expansive research and development team to improve the product and to offer the highest quality product to its consumers. This team has to undergo a process that includes brainstorming, screening, developing, and testing new products. This process allows for the development of a high quality product, and a product that consumers are going to want to purchase. Nike has been able to develop successful advertising campaigns and effectively market their products through the hard work of the Wieden and Kennedy Advertising agency, which understands the needs and desires of consumers and has successfully throughout the years marketed the products of Nike. We will write a custom essay sample on Nike Marketing specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Nike Marketing specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Nike Marketing specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Throughout the years Nike has had many different advertising campaigns, some more successful than others, but always created to reflect public opinion. What is most important though, is that Nike has changed their campaigns, in order to satisfy public preference. In the 1980s Phil Knights company, Nike, exceeded a billion dollars and the company never again looked back. It was than that Phil Knight realized that he needed to not only improve but also expand upon his marketing tactics. Nike continued to grow and to establish itself as the number one in its industry. Nike has effectively marketed their products and in addition understands the importance of a quality product. They are continually improving their shoes through new technologies that are developed by their research teams. An example of this is their Shox sneakers, which are designed to add a little spring to your step. This is a new technology that Nike has developed. Other new concepts or technologies that Nike has marketed and developed throughout the years has been their Alpha Line, the Nike ID line; which allows customers to customize the shoes that they purchase, the AirMax line, the Hyper Flight; Nikes lightest weight basketball shoe ever, Air Presto Faze; a lace less, slip-on running shoe. In addition to understand the importance of a quality product Nike also understands the necessity of effective marketing and this requires an understanding of public opinion. In the last few years Nike has seen a change in the focus of their advertising because a change in society and how society views professional athletes. During most of the 1980s and 1990s professional athletes were looked up to as heroes and kids and adults wanted to be like them and aspired to attain this greatness that these athletes carried with them. But this new group of professional athletes that society is currently seeing can no longer be considered heroes. Many of them have had problems with the law; they have had drug and alcohol problems or have even been arrested. Children no longer aspire to be these athletes. Children no longer strive to be like someone else as much, they have this desire to be the best person that they can be and society stresses the importance of the individual. In 1984 Michael Jordan joined the Nike team. Michael Jordan became an official spokesman for Nike. He appeared in many of their advertisements. Nike used Michael Jordan and other great athletes to capitalize on the youths desire to be like them. This is where the slogan Be Like Mike came from. People wanted to be like Michael Jordan, Nike understood this and used it to sell their products. If people wanted to be athletically as talented as Jordan, they would also want to look like him, and wear the shoes that he played in. If he was able to play so great in these shoes maybe I can to, is the idea, which Nike was working off of. Using professional athletes in their advertising campaigns was both efficient and effective for Nike. Phil Knight in an interview in the Harvard Business Review quoted It saves us a lot of time. Sports are at the heart of American culture, so a lot of emotion already exists around it. Emotions are always hard to explain, but theres something inspirational about watching athletes push the limits of performance. You cant explain much in 60 seconds, but when you show Michael Jordan, you dont have to. 1[iv] Sports marketing was a major part of Nikes advertising campaign up until recently. Although Michael Jordan was the major spokesperson for Nike, he was not the only athlete that Nike used to sell their products. Nike has included women athletes such as Monica Seles and Mia Hamm. Both us these women represented strength and were positive role models for young girls. Nike used this to market their products to girls and to inspire woman through successful women athletes. Nike has also used other men in their campaigns; a few are Michael Johnson, Pete Sampras, John McEnroe, and Andre Agassi. These male athletes were positive role models and athletes in which people aspired to be. When Michael Jordan retired in January of 1999 Nike needed to find a new hero, a new athlete as great as Michael Jordan and as widely accepted for children to aspire to be. Unfortunately the professional sports market no longer boasted any Michael Jordans. Nike started promoting Tiger Woods and a golf line, but Tiger Woods is just not an athlete that all children look up to and want to be. Black respondents said hes corny and acts like hes white, while white respondents said his clothes look funny. 1[v]Nike could not find an athlete that replaced Michael Jordan. Many of the professional basketball stars are not the kind of people that children look up to. Athletes like Litrell Sprewell and Allen Iverson who are excellent athletes and talented basketball players have had problems with the law, and are not people that adults want children to look up to. Not only have young people lost some of the respect that they hold for professional athletes because of their behavior, some young people are turned off by the contract wars that goes on between athletes and team managers. And also the competition that occurs over having the highest salary; for example many people were turned off by Alex Rodriguezs 250 million dollar contract, because they felt that professional sports were no longer about sports, but about money. In addition to the changing caliber of professional athletes there is a greater emphasis placed on the individual. And being your own person. People are proud of their uniqueness and individuality and they want to express this. With this new school of thinking Nike has created new advertising campaigns to satisfy public opinion. Dave Larson, Nikes brand initiatives director stated, The idea for the marketing campaign came from some of Nikes own research. We went out and asked kids whom they aspired to be. We figured that we would hear, I want to be like Mike, but what we heard was I want to be my own me. 1[vi]Nikes new campaigns no longer revolve around professional athletes, but rather individual athleticism and individual success. Nike has departed from using athletes as their main form of advertisement and has moved to advertising the everyday man and woman and expressing the importance of individuality. Recently Nike has launched many new advertising commercials. The first is a commercial that shows a city and is based on the premise that adults never stopped playing tag. A man is tagged from behind and then the bustling city becomes deserted as everyone runs to hide. This man is now IT, and he cant continue on with his day until he tags someone else IT. The second commercial is called Shade Running, and it follows a woman running through a city, but she can only run where she finds shade. The third commercial is called tailgating. This commercial follows two people, one man following close behind the other, tailgating him and invading his personal space; by bouncing a basketball as close to this individual without actually touching him. These three commercials are supposed to send out the message that there is joy and simplicity to expressing ones individualism through sport. Have a little fun dont limit yourself to narrow rules or succumb to the thats how its always been done trap. (http://www. nikebiz. com/)1[vii] These three campaigns are supported and aided by what is known as Nike Play. This campaign runs both commercials and events, and is the epitome of the shift that Nike has undergone to reflect the changing public opinion. Nike has created a website (http://www. nike. com/play)1[viii] that tells the story of this campaign and allows viewers to view short videos of kids putting their own take on sports. It shows people showing off their moves in events such as basketball moves, soccer dribbling, BMX biking, double-Dutch break-dancing and other extreme and individual events. Nikes Play campaign stresses individual achievement and encourages everyone to participate. Another new campaign that Nike is currently running is its Boing advertisements. These are for Nikes Shox sneakers and Wieden and Kennedy have coined a term to describe the experience that these sneakers offer for you. Displays for Shox at sneaker stores, allow customers to hear the Boing sound. The public has responded positively to Nikes new advertising campaigns and the difference in their focus. Many people have attended the Nike Play festivals in support of the new Nike campaign, which is based around individualism and individual sports. Many citizens have recently questioned some of what professional sports have come to stand for. Some people feel that these teams are no longer about promoting athleticism, but rather about making the most money. In addition people feel that these professional athletes are no longer role models for the countries youth and are not people to aspire to be. With this switch in public opinion more emphasis has been placed on the individual and on the simplicity of athleticism. In the near future, Nike will more than likely continue on with its trend of supporting the individual and athleticism as opposed to revolving its entire campaign around professional athletes. This is because of a changing view in society and because more emphasis has been placed on the individual. Successful marketing advertises public opinion, and that is what Nike is doing through their new marketing strategies. Nikes marketing campaign reflects the popular preferences in society and the stress that society is putting on individual uniqueness.

In the Shadow of Man essays

In the Shadow of Man essays In this paper I am going to discuss how anthropology is a science. I am also going to explain how Jane Goodall is a scientist with her works with chimpanzees, and how that is known as primatology. I will also look at the order primates in correspondence with Jane Goodalls book on primates, specifically the chimpanzee. Anthropology is a science; it has four aspects in which you can study. Anthropology takes a look at humankind and with its subdiciplines you can break down individual societies into four parts. Physical anthropology, archaeology, linguistic anthropology, and cultural anthropology; allows you to break down specific things in a culture, past, present, and to make predictions about thing in the future. Empirical data is also important because the objects that they study are what make anthropology a science. Anthropology is a social science similar to sociology, psychology, and economics. What they learn and observe is taken from research. For example an archaeologist will search through ancient empirical data and observe what they find, to evaluate and note how one thing relates to another. Anthropology being a science uses the scientific method to evaluate data that they have found or have observed, where in science a hypothesis is created and then somehow a theory is made. In taking a theory it sometimes can be wrong and afterwards will be changed to fit the new standard, which is an ongoing process. This could be known as the scientific process. In the book, In the Shadow of Man, Jane Goodall, specifically deals with primatology. Primatology is the study of primates. She studies, observes, and finally is accepted by the chimpanzees at the Gombe Stream, therefore, becomes a primatologist. In doing this she describes how she took notes and recorded her findings and observations throughout her day. Then she tells us how, during endless nights, she would retype her findings to be clearer. She describes these ...

Different Rather Complicated Games Assignment Example | Topics and Well Written Essays - 750 words

Different Rather Complicated Games - Assignment Example That was when he started to design games of the same nature at the age of about 13.   The writer solemnly believes that the kind of thinking he was doing was the result of the video games and sitcoms that were popular at his time. The writer’s major argument here is that today’s pop culture does not affect the individuals, in fact, it is the other way round. Pop culture is the result of the system. The writer goes on to say that he doesn’t believe that today’s pop culture make it to the bracket of masterpieces but it certainly has more depth and meaning than it appears to have. The writer believes the sleeper curve to be the most important force that is affecting mental development in this age. He believes it to enhance thinking and improved behavior in members of the society rather than the opposite. The opposing position to this argument is that the pop culture enhanced by the popularity of video games knows no boundaries. The sex, violence, and profan ity not just give out a negative image of the society as a whole, it corrupts it. Columnist Suzanne Fields puts it best; it is shameful to think about how many people are exposed to the worst traits within their society. The boundaries of acceptable conduct have become murky because people believe it is okay for them to act in accordance with what the pop culture is showing them. The writer’s major argument is that media doesn’t corrupt society, it is a result of the corrupted society. The pop culture in the form of video games is a reflection of the real world, the world that isn’t the so happy and safe place people want it portrayed like. The author also says that it is not the content of the pop culture that matters but one needs to look at the positive thought process it is responsible for. The writer goes on to acknowledge the benefits of conventional learning forms such as books admitting that they are the best vehicle of learning but argues that video gam es can provide with the same benefits. The only problem people have with them is that they came later on. If video games were the conventional form of learning and books were introduced after them, people would have the same reaction to books. He says that people are just resistant to change and adapting to modes like television and video games as learning sources it just a matter of being better acclimatized with them. Video games benefits are simply not limited to better hand and eye coordination, it offers much more. In retrospect, video gaming is a more effective form of learning for it is more engaging, interactive and generally more enduring. It packages learning with the element of fun delivering lessons without boring people. In fact, many a time when individuals are not playing, they are thinking about how to overcome a particular obstacle in the game. As such, video games encourage and foster personal as well as mental development. The writer of the book comes across as im partial. True he has very strong beliefs about the pop culture especially video games believing them to be a positive driver of the society. However, it cannot be ignored that the writer acknowledges the other point of view and gives it due consideration.

Portable X-ray fluorescence Research Paper Example | Topics and Well Written Essays - 2500 words

Portable X-ray fluorescence - Research Paper Example ng solutions in the presence of several additive ions by portable X-ray fluorescence (XRF) revealing an optimum potassium gold cyanide concentration of 2 - 3 g/L for maximum cathode efficiency. Further, there is exploration of utility of XRF to determine the thickness of gold plated on copper substrates up to 6 microns. For the second experiment, the objectives were to determine the detection limits, accuracy, repeatability and efficiency of a X-ray fluorescence spectrometer (Niton XRF analyzer) in comparison with the traditional analytical methods, inductively coupled plasma optical emission spectrometer (ICP-OES). Further, the experiment also involved applying inductively coupled plasma optical emission spectrometer (ICP-MS) in screening of major and trace elements of environmental samples including estuary soils and sediments, contaminated soils, and biological samples. For the third experiment the major objective was to compare lead concentrations in surface peat samples from the South Pennines (UK) derived using (a) X-ray fluorescence spectrometry is a core aspect in analysis especially in the field of science and industry application. The concept of XRF lies on the principle that individual atoms, wherever excited as a result of contact with an external energy source, ends up emitting X-ray photons characterized by a a wavelength or energy. In which case, on this basis one can define the identity and quantification of an element present therein by simply counting the number of photons contained in energy from the given sample. Henry Moseley coined the technique, after being led by a discovery of X-ray tube that he applied in bombarding samples containing high energy electrons. Intuitively, Henry ended up with a mathematical relationship that could related the atomic number to the element’s emitted X-ray frequency. The years were followed by eventual development of the instrument leading to a modern XRF instrument that is reliable for analysis

Can Video Games Make Kids More Violent Essay Example for Free

Can Video Games Make Kids More Violent Essay Can video games make kids more violent? A new study employing state-of-the-art brain-scanning technology says that the answer may be yes. Researchers at the Indiana University School of Medicine say that brain scans of kids who played a violent video game showed an increase in emotional arousal – and a corresponding decrease of activity in brain areas involved in self-control, inhibition and attention. Does this mean that your teenager will feel an uncontrollable urge to go on a shooting rampage after playing â€Å"Call of Duty?† Vince Mathews, the principal investigator on the study, hesitates to make that leap. But he says he does think that the study should encourage parents to look more closely at the types of games their kids are playing. â€Å"Based on our results, I think parents should be aware of the relationship between violent video-game playing and brain function.† Mathews and his colleagues chose two action games to include in their research one violent the other not. The first game was the high-octane but non-violent racing game â€Å"Need for Speed: Underground.† The other was the ultra-violent first-person shooter â€Å"Medal of Honor: Frontline.† The team divided a group of 44 adolescents into two groups, and randomly assigned the kids to play one of the two games. Immediately after the play sessions, the children were given MRIs of their brains. The scans showed a negative effect on the brains of the teens who played â€Å"Medal of Honor† for 30 minutes. That same effect was not present in the kids who played â€Å"Need for Speed.† The only difference? Violent content. What’s not clear is whether the activity picked up by the MRIs indicates a lingering — or worse, permanent — effect on the kids’ brains. And it’s also not known what effect longer play times might have. The scope of this study was 30 minutes of play, and one brain scan per kid, although further research is in the works. OK. But what about violent TV shows? Or violent films? Has anyone ever done a brain scan of kids that have just watched a violent movie? Someone has. John P. Murray, a psychology professor at Kansas State University, conducted a very similar experiment, employing the same technology used in Mathews’ study. His findings are similar. Kids in his study experienced increased emotional arousal when watching short clips from the boxing movie â€Å"Rocky IV.† So, why is everyone picking on video games? Probably because there’s a much smaller body of research on video games. They just haven’t been around as long as TV and movies, so the potential effects on children are a bigger unknown. That’s a scary thing for a parent. Larry Ley, the director and coordinator of research for the Center for Successful Parenting, which funded Mathews’ study, says the purpose of the research was to help parents make informed decisions. â€Å"There’s enough data that clearly indicates that [game violence] is a problem,† he says. â€Å"And it’s not just a problem for kids with behavior disorders.† But not everyone is convinced that this latest research adds much to the debate – particularly the game development community. One such naysayer is Doug Lowenstein, president of the Entertainment Software Association. â€Å"Weve seen other studies in this field that have made dramatic claims but turn out to be less persuasive when objectively analyzed.† The ESA has a whole section of its Web site dedicated to the topic of video game violence, which would suggest that they get asked about it — a lot. And they’ve got plenty of answers at the ready for the critics who want to lay school shootings or teen aggression at the feet of the game industry. Several studies cited by the ESA point to games’ potential benefits for developing decision-making skills or bettering reaction times. Ley, however, argues such studies aren’t credible because they were produced by â€Å"hired guns† funded by the multi-billion-dollar game industry. â€Å"We’re not trying to sell [parents] anything,† he says. â€Å"We don’t have a product. The video game industry does.† Increasingly parents are more accepting of video game violence, chalking it up to being a part of growing up. â€Å"I was dead-set against violent video games,† says Kelley Windfield, a Sammamish, Wa.-based mother of two. â€Å"But my husband told me I had to start loosening up.† Laura Best, a mother of three from Clovis, Calif., says she looks for age-appropriate games for her 14 year-old son, Kyle. And although he doesn’t play a lot of games, he does tend to gravitate towards shooters like â€Å"Medal of Honor.† But she isn’t concerned that Kyle will become aggressive as a result. â€Å"That’s like saying a soccer game or a football game will make a kid more aggressive,† she says. â€Å"It’s about self-control, and you’ve got to learn it.† Ley says he believes further research, for which the Center for Successful Parenting is trying to arrange, will prove a cause-and-effect relationship between game violence and off-screen aggression. But for now, he says, the study released last week gives his organization the ammunition it needs to prove that parents  need to be more aware of how kids are using their free time. â€Å"Let’s quit using various Xboxes as babysitters instead of doing healthful activities,† says Ley, citing the growing epidemic of childhood obesity in the United States. And who, really, can argue with that?

The United Kingdom and India: A Study of Gender and Economic/Regional Cleavages :: India England Government Politics Essays

The United Kingdom and India: A Study of Gender and Economic/Regional Cleavages Introduction The United Kingdom, a former world power and colonizing empire, and India, the second most populous country in the world and former colony of the United Kingdom, share a bond of democracy. The United Kingdom is a constitutional monarchy with a Parliament consisting of the House of Commons and the House of Lords. Similarly, India is a federal state also with a parliamentary form of government. Despite these similar political systems, studies of the individual histories, economies, and political cultures of each country reveal cleavages within each society affecting aspects of the governments such as institutions, voting behavior, and policy making. This paper will address two major cleavages within the United Kingdom and India, gender inequality and economic/regional divisions, and will analyze the effects each cleavage has upon political systems of each country. Gender Cleavages Although the United Kingdom and India include legal equality, or suffrage, for men and women, both countries experience a persistent gender gap including discrimination against women. The United Kingdom distinguishes itself from India in that gender issues affect the population primarily in government and in the labor realm, while India's cleavages influence the government, labor, and social realms. With the efforts of National Union of Women's Suffrage Societies, formed in 1897, and the Women's Social and Political Union of 1903 (Bartley 8), women gained partial suffrage as those over thirty were allowed to vote in 1918, and in 1928, those twenty-one and older were included (Shively 111-112). Legislation was not passed until 1970, with the Equal Pay Act establishing that women should receive equal pay for the same work as men, and the Sex Discrimination Act of 1975 attempted to curb unfair practices preventing women's equal access to jobs (Makepeace 1). Despite these governmental at tempts to close the gender gap, women share only twenty-eight percent of total labor income (although this has increased from seventeen percent in 1965), and, while women continue to spend more time than men doing unpaid domestic work, women receive only sixty-four percent of men's average hourly pay in the labor market (Horrell 12-13). Further, women are underrepresented in government--they compromise less than one-fifth of the House of Commons (Taylor 1), sixteen percent of the House of Lords, and only twenty-five percent of local councilors (Follett 3). According to Parliament member, Barbara Follett, these few women in the House of Commons must conform to a male culture that is "competitive, confrontational, conservative, conformist, and ceremonial.

Ophelia’s Descent Into Madness Essay

Shakespeare, through his intricate uses of symbolism and dramatic irony, arranges a brilliantly detailed account of how Hamlet’s mental upheaval served as the driving force of Ophelia’s swelling insanity and imminent suicide. He floods the early acts with an impending sense of confusion within Ophelia, for her feelings toward hamlet greatly contrast those of her brother and father. Ophelia begins to willingly take heed of her family’s advice as the prince finds himself removed from a lucid pattern of thought. However, because her feelings for him are genuine, this serves only to exalt her mental strain. In the height of Hamlet’s incoherent rage, he provides Ophelia with the ultimate medium for her ensuing madness. The murder of Polonius is the greatest among many factors that were contributed by Hamlet to the somber fate of Ophelia. A prelude, composed of warnings from Polonius and Laertes, is tactfully set up by Shakespeare during Ophelia’s inertia l appearances in the play, aiding in the preparation for her subsequent mental deterioration. -Pol. What is between you? Give me up the truth. -Oph. He hath, my lord, of late made many tenders of his affection to me. -Pol. Affection, puh! You speak like a green girl Unsifted in such perilous circumstance. Do you believe his â€Å"tenders† as you call them? -Oph. I do not know, my lord, what I should think. (I, iii, ln.107-113) Ophelia openly professes her confusion. Polonius’ response is presented in a manner which is clearly intended to sincerely disdain Hamlet before his daughter, making obvious his opinion of their involvement. His intent for her actions, however, will merely magnify her confusion. Ophelia concedes that she is not aware of a solution with which to halt or even improve this situation. For this reason, no preventive measures are taken, only allowing the situation to worsen. Hamlets mind grows more and more clouded as his goal becomes clear, and in the midst of his pervading preoccupation, he pushes Ophelia to the point of mental breakdown. This notion appears in the second act, after Ophelia first sees a deranged Hamlet. -Oph. Lord Hamlet †¦with a look so piteous in purport as if he had been loosed out of hell to speak of horrors -he comes before me -Pol. Mad for thy love? -Oph. My lord I do not know but, I truly do fear it. (II, I, ln. 87-97) Her confusion has evolved into a state of dread, and this dread will begin to penetrate her consciousness as it grows more and more intense. Polonius suggests that Hamlet may have fallen victim to â€Å"the very ecstasy of love†. Yet, Ophelia’s response is peculiar in it’s morbid tone, for if love is the liable force, she displays no form of satisfaction for it’s effect on Hamlet. During an encounter later in the story, he tells Ophelia, -Ham. â€Å"†¦I did love you once -Oph. Indeed, my lord, you made me believe so -Ham. You should not have believed me, for virtue cannot so (inoculate) our old stock but we shall relish of it. I loved you not. -Oph. I was the more deceived †¦And I, of ladies most deject and wretched, That sucked the honey of his musicked vows†¦Ã¢â‚¬  (III, I, ln.125-130,169-170) Again, her mind is twisted by Hamlets involuntary fraudulence. His apathy attacks and consumes her innocence, takes grip of her mind and ultimately destroys her spirit. In the above quote, she describes her opinion of Hamlet’s present character, that of an untruthful user. Moreover, however, she feels naà ¯ve, placing undue blame on herself and enlarging the gap between herself and reality. As the impending tragedy becomes increasingly apparent, Ophelia is finally and completely consumed by the delirium of her sick mind. The most significant factor in this event is Polonius’ murder. Her condition is explained by the king after she makes it obvious. -King. Thick, and unwholesome in thoughts and whispers. For good Polonius’ death, and we have done but greenly poor Ophelia divided from herself and her fair judgment. (IV,v, ln.81-85) Ophelia, who was once nearly flawless, now moments from suicide, has been completely mentally shattered by Hamlet and has made it quite obvious. He was the fate of her father, and had apparently manipulated her quite ruthlessly. Her demise is inevitable, for her only love had hone mad and methodically destroyed all that was her reality. Shakespeare is distinct in his portrayal of this downfall. The obvious becomes just that when the aim of the author is discerned through the symbolic congruencies and events which precisely outlined the tragic decline of Ophelia’s character. The author provides a vast amount of foreshadowing in the early acts. The tragic hero then drags her into the same hell that is his personal realm. He accomplishes this by eliminating everything that had sustained her. Eventually, a the factors developed, she was overwhelmed by these acts, a reality becomes nothing more than an illusion, and she falls victim to the limits of her own mind.