Rules: Essays, Letters, Other Text

Interesting --> meaningful and insightful
Flow --> ideas proceed naturally and logically; prose is clear and appropriate
On topic 
"Correct" grammar --> usually standard English
Mechanically correct
Clear purpose
Clear audience
Tone --> appropriate to your purpose and your audience

Civil Rights Photos pg. 476

"The Plaintiff Speaks" sheds light on the obvious contrast between black and white, particularly in people. While this article does not regard racism that still exists, I can't help but let my mind go there, particularly today. I volunteer at predominantly black high school in Knoxville. I hang out there (in a non-creepy way), tutor kids, mentor high school girls, and have recently become involved with the teen moms found within the school. As a white girl mentoring black girls, I constantly insist on not playing the race card and do not allow my high school friends to, as well. However, as our mentorships/friendships have developed and grown, I have become blatantly aware of the racism that still exists. It baffles people, including members of my own family, that I genuinely hang out with black girls. I do not understand how people have a certain type of love for black people and a certain type of love for white people. It is almost as if their love for black people is a charitable kind. People are people and love is love? Cliche and maybe naive, but true nonetheless. Interracial dating-I don't see the problem? I think it is a beautiful thing. However, my family friends strongly disagree. For my friend's sake, I cannot help but be angry with her family for their traces of racism. Racism is wrong and cannot be justified.

Lynda Barry

I find Lynda Barry's comics enjoyable and easy to read. I particularly enjoyed "Common Scents." The play on words within the title captured me and I found myself laughing out loud at the comic itself. The comic brings attention to something I was extremely intrigued by as a kid- how all people smelled different. I used to come home from friends, neighbors, and babysitters houses and ask my mom, "Why does 'so-and-so' smell funny?" As I got older, I remember becoming seriously aware and self-conscious, that I too, smelled funny. I used to ask my friends, "Do I have a scent?" This makes me laugh; as we have grown older it just becomes a known and common part of life. As a young child, it was a mind-blowing concept. Just the other day a friend borrowed a shirt of mine and said "This smells like you." I asked her if she meant my perfume, my shampoo, my detergent, etc. She claimed that it was not any of those things, it just simply smelled like me. This made me laugh as I had forgotten about the 'common scents' we all have.

The Partly Cloudy Patriot

The Partly Cloudy Patriot had me laughing out loud. I both admired and enjoyed the honesty within Sarah Vowell's voice. Vowell makes a good point in how the word "patriot" can often make people flinch. I went through a "patriotic" stage when I was younger. In elementary school, both before and after September 11th, I wanted everything red, white, and blue. When it was time to buy lucky pencils for my EOGs in 3rd grade, I wanted them to be American flag pencils. When I told Santa what I wanted for Christmas, it was socks with red white and blue stars on them. When I had a birthday party, I wanted it to be American themed, including jello resembling the American flag. When I got my first training bra, what was it? Red, white, and blue. I took what I thought to be "patriotism" to the extreme. I sincerely felt patriotic, inside and out. It was like something within the inner core of my 10 year old body that couldn't help but love my country. Looking back, I wonder if I just really liked the colors red, white, and blue. Or if I just thought that's what you did in the south; because, as I got older and continue to do so, I am realizing there is so much more to being patriotic than knowing all of the words to the Star Spangled Banner. The Partly Cloudy Patriot sparked memories of my naive thoughts in regards to what I thought was my perfect country.

After Seattle

"Your body just tingled with hope, to be around so many people so committed to making a better world."

I loved this quote from the reading "After Seattle." The reading portrays the exhilaration that comes with standing up for something you believe. The reading also defines politics as they are intended to be, the people's voice. I thoroughly enjoyed the point made in politics being largely consumerism in which people rode around waving American flags from the back of pickups. I like how there is no trace of shame in Beck's arguments and personal beliefs. Her passion portrayed within the reading is obvious and intellectual. The reading makes her sound both smart, as well as personable- something that is worth being noted and appreciated.

Prestigious or Provocative: The Mystery is Still Unsolved

Think back to your high school homecoming. The annual tradition is a renowned part of the cliché All-American high school experience, as many find themselves searching for the perfect dress or decorating the campus in the school’s colors, among other celebratory activities. You may be able to picture yourself with those flowers in hand and your head itching for the crown, or you may be reminded of dreading the ordeal altogether, staying home to avoid the commemorative festivities. At Austin-East Magnet High School, found in local east Knoxville on Martin Luther King Jr. Avenue, homecoming coronation is a big deal. The week before is spent in anticipation, as boys and girls alike prepare for the community affair following the parade at the end of the week. Coronation night seems magical for all high school participants involved, as the Austin-East high school family crowds in to the decorated auditorium to see their beautiful loved ones receive recognition. The stage is filled with both anxiety and excitement as students wait in hopes to hear their friend’s names or their own names. And then finally, the moment they have all been waiting for- a name is called. And then a scream is heard. The scream then suddenly progresses into a chant. The mantra is continuously repeated as the message is received, “So, so, so, pretty. You want to be me! So, so, so pretty. You want to be me, b****!” And the Esquires are here.

            According to Omar Jackson, founder and director, the Esquires Junior Fraternity is a young people’s leadership development organization. However, to many others the organization is viewed as a glorified gang, or even a cult. Omar Jackson was a former member of a fraternity at the University of Tennessee Knoxville; however, was asked to leave by fellow brothers, who have attempted to make unknown charges against him. Omar Jackson failed to be reached for comment. The Esquires are affiliated with various schools in Knoxville, but particularly Austin-East High School. The organization targets high school students with the use of bulky promises, from instant popularity to prestigious scholarship opportunities. The Esquires follows the model of a typical college fraternity or sorority in many ways, such as the requirement for useless knowledge regarding other members (parent’s names, birthplaces, etc.) and memorizing the Greek alphabet. The Esquires follows the model of a typical street gang scandal in other ways.

            Being a member of the Esquires does not come with an open invitation. Unlike other high school extracurricular activities, the alleged fraternity does not accept everyone. The members of the Esquires are particularly selected, and when selected, it is done in secret. When selected, a student is considered to be “on line” and the unclear course of hazing begins. At many of the functions Omar Jackson is not present, as he is aware of the bad that occurs but turns a blind eye towards what he has created. The chanting that took place at the homecoming coronation is not uncommon of the Esquires. The “so, so, so pretty chant” is among many that promote and enforce a condescending and manipulative attitude, all using profanities to reinforce the message. As the chants are learned throughout the initiation process, a degree of fear is instilled in those participants on line. All students, both males and females, are forced to dress a certain way every day. More often than not, this also forces kids to spend unnecessary expenses on new clothes, suitable for the Esquires. These expenses are minimal, however, compared to the initiation fee, monthly dues, and cost of the official and coveted Esquire jacket that is approximately $250.

While there is little parental involvement in the Esquires, when they are involved they are deceived and manipulated. Omar Jackson promises parents abundant scholarship opportunities and prestige for their beloved child. After a long ten-year history, there is still no evidence of a known scholarship fund through the Esquires and students are told to not mention their association with the fraternity when applying or communicating with colleges. Any money that is handled within the Esquires is the money given by the members themselves, which is also known as Omar Jackson’s main source of income. As Austin-East Magnet High School is found within the inner-city projects of east Knoxville, the vast majority of students involved in the Esquires are raised in low-income homes. These low-income homes and lifestyles simply cannot afford the financial requirements of an Esquire, but the desperate students still find a way. This leaves high school students searching for ways to acquire the funds, even if it means engaging in dangerous and harmful activity. While on line, Omar Jackson offers to cover lifestyle expenses of new members. This grown, and what some consider generous, man offers to pay for everything for these students, from their cell phone bills to their school fees. As long as they call him “daddy.” Yes, the Esquires must refer to Omar Jackson as “daddy” or “daddy O.”

 As the newly invited members of the prestigious Esquires continue to remain on line, they are placed under an intense set of restrictions and rules. “Daddy” does not allow the new members to be seen in public places (including Kroger with their real daddy), involvement in any social functions outside of Esquire meetings (particularly religious affiliated activities), and friendships or relationships outside of the Esquires (all members must cut ties with those who are not their future ‘brothers’ or ‘sisters’). Barbara Hill, an Austin-East parent of four, makes the claim that by placing these restrictions on the students, the Esquires are encouraging and forcing children to live a lie, as their parents, loved ones, and friends are unaware of what is really going on. A level of secrecy is drilled into the minds of all participating students, as they are threatened upon the mere thought of talking to anyone outside of the Esquires and refusing to follow the rules of “daddy.” All conversations with or without other members of the Esquires must be recorded by those participants on line and then shared with Jackson, so that he can review them. Tyrone*, a male alumni, was a part of the Esquires throughout his years as an upperclassman. While on line, he was enrolled in an Advanced Placement (AP) course, in which a group project was due. However, according to Esquire rules, Tyrone could not talk to members of the opposite sex and thus could not complete his project, as he was put in a group with girls. A self-proclaimed scholarship and college promoting organization would allow a student to fail an AP course project in order to meet irrelevant initiation guidelines.

            According to Jackie Smith*, Austin-East faculty member, countless number of fights have been instigated by the Esquires. Smith has spent many of her school days along side of her coworkers, escorting various members of the fraternity from class to class, as they cannot be left alone without triggering violence. This violence originates outside of school, as the Esquires meet at the local park on Skyline Drive to meet other organizations to fight. The Esquires are also known for their loud and notorious party hop, in which they hold up a party to perform a step and chant and then challenge a targeted group to fight. Rachelle*, a female sophomore at Austin-East, states, “If one of the Esquires does not like you, then none of them like you…and they will gang you. They will gang you.” Rachelle, as well as her sister, have both been targeted victims of the Esquires. Rachelle’s family, as well as many in the Austin-East community, has witnessed members of the Esquires dressed up in all black and running around their local church at night. The members of Esquires are not allowed to attend this church, however. Church is chosen by Omar Jackson, himself, and can only be attended if in a group of Esquires at the same time and place.

            Many rumors continue to surface in regards to the Esquires, from the promised scholarships that are never seen to the darkness and confusion found within teens after being initiated into the fraternity. As the rumors continue to surface and turn into credited facts, questions still remain. Who is “daddy” Omar Jackson and what is a grown man doing with so many students money? What happens within the guarded meeting rooms in which no one else is allowed to see? What is the sole purpose behind the rituals and restrictions placed by the Esquires? Who are the Esquires and what are they doing to our children?

A Runner's Dream

Advertising Campaign 2012

            Can you recall when the original version of Nike Shox athletics sports shoes first released approximately eleven years ago, in 2001? The renowned shoe features four round cylinder-like columns on the heel that provide cushion, absorbing the impact of the heel when striking the ground and falsely claiming to provide “spring back” support. The shoe was inspired by the spring indoor running track at Harvard and inaccurately convinced athletes, inspiring athletes, and myself that the shoe contained athletic ability and skill within the springs themselves. The Nike Shox athletics sports shoes are a prime example of how advertising and a considerable play of special features significantly affect consumers, thus increasing sales. However, Rasics athletic sports shoes are better and this must be displayed through our advertising. Through “The Runner’s Dream” campaign, Rasics will increase sales, as well as revolutionize running as a whole.

            Both beginner runners and veteran runners alike, take purchasing a pair of athletic running shoes very seriously. The pair of running shoes can make or break a run, as a bad and cheap pair of running shoes can harm a runner’s body. Likewise, people tend to believe that a good and expensive pair of running shoes can only improve a runner’s body, making them a faster and better runner. This perception is not entirely false and is one that we, as the Rasics product market, should use to our benefit. Rasics has been voted second best as the runner’s favorite shoe, by Runner’s Magazine, consistently for four years as of November 2011. This year, 2012, Rasics athletic running shoes, will stay ahead of both Nike and Brooks athletic running shoes and beat out our number one competition and the leading manufacturer of running shoes, Asics.

            When looking for a reliable running shoe, every individual wants to feel catered to, by both the company and the shoe. Every consumer wants to feel as if the product was made specifically and especially for them. This is imperative to runners. Every runner wants to feel as if the running shoe was created particularly for their precious feet, designed by knowledgeable runners themselves. This year’s advertising campaign for Rasics athletic running shoes will not only consist of selling the running shoe itself, but rather selling the running experience as a whole.

            According to Sir Roger Banister, the first recorded runner in history to run a sub four minute mile, “The more restricted our society and work become, the more necessary it will be to find some outlet for this craving for freedom. No one can say, ‘You must not run faster than this or jump higher than that.’ The human spirit is indomitable.” Rasics athletic running shoes will provide and maintain the resources necessary for this coveted and craved freedom and hopes to advertise this in the advertising campaign for 2012. In order to portray running as a sacred and rejuvenating experience rather than a task, Rasics advertising campaign will consist of providing the ultimate running experience package. “The Runner’s Dream” will be the full experience package. The package will be included with the purchase of every pair of Asics shoes for a limited time only; we plan to include the package for approximately six months following the release of the Runner’s Dream series athletic running and training shoes. The Runner’s Dream package will contain two books, a free downloadable running soundtrack on iTunes, a cleaning kit for the shoes, a Rasics water bottle, a Rasics t-shirt, and a Rasics sweatband. The two books featured in the package will both be from the Rasics Company; one being an inspirational running quotes book and the other being a running manual and guide to better running. The Runner’s Dream package is intended to allow all Rasics consumers to feel equipped, eager, and at ease with the running experience.

            Prior to purchase a pair of shoes from the Rasics “Runner’s Dream” series, a manual will be provided in participating stores for all Rasics consumers. This manual will help inform customers on how to decide on the right running shoe. Similar to magazine questionnaires, the guide will start at the top with the type of running an individual plans to perform, whether it be long-distance, all-terrain, sprinting, and so on. The questionnaires will simply then continue with arrows pointing to the next question based off the participant’s answer. This guided questionnaire will lead accordingly to one of the five different types of athletic running shoes features in the Rasics Runner’s Dream series. Customers will be able to then tear out a perforated image and title of the shoe, bring it to a sales assistant, and receive a ten percent discount on the specific shoe for using the Rasics questionnaire. This promotion will gain consumer attention and benefit Rasics customers.

            Along with The Runner’s Dream package and promotional questionnaire discount, the 2012 Rasics advertising campaign will also feature many visual advertisements as well. The majority of actual visual advertising promotion will take place at community parks, membership gyms, and community workout facilities. College campuses will be included as well, as students will receive a ten percent discount with the presentation of his or her student ID. The visual advertisements will be black and white only, as it can be eye catching if portrayed correctly and is also cost efficient. The running quotes featured on the advertisement will be somewhat cynical and humorous as to gain attention. By placing these visual advertisements at community parks, membership gyms, and community workout facilities, the targeted population of runners will be reached.

            The 2012 advertising campaign for the Rasics Runner’s Dream series athletic running and training shoes will benefit the consumer, as well as help the Rasics company make it’s way to the top of running manufacturers. The advertising campaign is intended to provide the fundamental gear and materials for the ultimate running experience.