The Strategy Behind the Brand Building Essay Example | Topics and Well Written Essays - 500 words

The Strategy Behind the Brand Building - Essay Example aining attention from the increased inconsistency associated with brand planning, strategizing, and aligning processes, which result in a brand failing quickly after its launch. The study identifies the major components associated with brand identity, i.e. brand strategy attributes, brand identity elements, the target audience, and brand applications, and converts them into a visual branding tree by explaining the brand identity process and design procedure. This is invaluable to designers, marketers, researchers, and brand supervisors. It may possibly save time and money in the long run, not to mention keeping all the elements consistent with the brand management process. The brand building process is something that every business must go through to determine how to market its markets and who to. Understanding the consumer market goes a long way in deciding how a company will perform in the long run. This study is important because inconsistent brand building can sometimes confuse the audience, resulting in lost revenue and profit. The target audience should have an emotional bond and sense of belonging, which results in customer appreciation and thus customer loyalty. A brand should be presented consistently across all applications. The only way to ensure this is through comprehensive brand identity standards or systems that are easy to understand and available through both print and Web-based sources. The brand building process can often result in success for a brand. This will attract a broader customer base, and brand managers, designers, and marketers will have less confusion in the brand building

Case study report reviewing marketing strategy and operations for Assignment

Case study report reviewing marketing strategy and operations for Nestle company - Assignment Example In essence, the company’s revenue base has been increasing subsequently over the past few decades. Presently, the company is ranked position 72 among the leading global business firms in the food and beverage industry. The company has established itself among the competitors and developed to be a favorite for many consumers in the industry. The company has established several outstanding strategies for building value for stakeholders and consumers. For instance, the company has established a smooth communication system with the customers and the stakeholders. Essentially, the company has made good use of the modern technology to communicate with clients and the stakeholders. For example, the company has developed a comprehensive website where the information regarding the nature and type of products produced by the company can be traced. Moreover, the company enhances quality production to facilitate consumer satisfaction and thereby boost the quantity of sale. Basically, quality production is a primary approach towards creating value for a product or service offered by a company. The Nestle Company has been of great importance to the society on matters of social and economic development. For instance, the company offers education scholarship to students from poor backgrounds. In addition, the company funds education programs that promote the development of technical skills to ensure that all members of the society possess skills from which they can source their daily bread. Consequently, the company supports health development programs in the various regions it has established its business. In addition, the company is an advocate of sustainable development. For instance, the company has established safe disposals points of solid waste to avoid polluting the environment. Moreover, the company as managed to reduce the use of fossil fuels by a notable

Sustainable Water Use in Australia Assignment Example | Topics and Well Written Essays - 1750 words

Sustainable Water Use in Australia - Assignment Example The South Western parts of Australia are the driest parts, which experience varying climatic conditions. In addition to the global climatic change, variability in rainfall in these regions poses a significant challenge towards achieving sustainability in the usage of water. The irrigation methods used by farmers consume a lot of water resulting in water deficits in towns. Due to the increased demand for Australia’s food exports, farmers tend to exploit the water resources to the fullest. Therefore, the fact that some parts of the continent have inadequate water resources makes it hard for the entire continent to achieve sustainability in water usage. In the attempts to ensure adequacy of water in all areas, some politicians in Australia have hindered the achievement of water use sustainability. The political climate, in this case, is created and facilitated by the actors (politicians) who want to protect their interests and stay in power (Filho 2012, p. 243). Â  Another signi ficant challenge to the sustainable use of water is population growth. Most people living in rural areas, as well as urban centres, use water for domestic and industrial purposes. Thus, the increase in population raises the demand for water from the scarce water resources such as rivers and lakes. Population growth is usually associated with environmental pollution and degradation. An increase in the number of people in a certain area without an equal increase in water provision results to over-exploitation of water resources.

Insurance law Research Paper Example | Topics and Well Written Essays - 4250 words - 1

Insurance law - Research Paper Example al law of contract.2 This essay discusses the relevance of the doctrine of utmost good faith in the face of a fast-changing business environment that requires flexibility and equal commitment from all parties to a contract. In order to achieve this, the author provides a background to the topic, and discusses the application of the doctrine in face of both the insurance and contract laws. Stages of the contract process are then interrogated to seek the different and similar requirements that necessitate application of the doctrine. Further, the views of scholars on the doctrine are explored so as to shed light on the apparent controversy that the doctrine has created among researchers and practitioners. The author remarks that the explored literature does not provide a strong basis to warrant a review of the doctrine. Consequently, its applicability in insurance law should remain as it is, even as more modern provisions of law are sought. The U.K. has some of the oldest, formalized insurance laws governing the insurance sector. The law on insurance has been evolving fast over the last century, with major developments intended to rhyme with the evolving geo-political scenes taking centre stage.3 For instance, the Maritime Insurance Act (1906) has recently been overhauled and the Consumer Insurance (Disclosure and Representations) Act (2012) enacted as the industry’s new regulatory framework in order to respond to a growing significance of previously non-existent industries and harmonize the various provisions of the insurance law.4 While different countries have adopted slightly varying versions of the insurance law, the maritime insurance law appears to follow a close-global script. The general script is largely similar to the UK Marine Insurance Act (1906) whose framework has been widely consulted to create equally competent laws for insurance industries in other jurisdictions.5 Perhaps this apparent similari ty in the way different jurisdictions draft their

Food is culture Essay Example for Free

Food is culture Essay According to the Executive Director of the Washington International Center, Robert Kohls (1984), â€Å"the different behaviors of a people or a culture make sense only when seen through the basic beliefs, assumptions, and values of that particular group. † This legendary statement that was uttered more than two decades ago was intended to explain American values and to compare these values with those that belong to other cultures. But, as time went by, Khols insightful perception about culture has taken on international meaning and it was one of the fundamental concepts espoused by Montanari in his book entitled â€Å"Food is Culture. † Using historical reference to Hoppocrates, Montanari insisted that food has never been associated with nature and this contradicts the general idea advertised by people who campaign for organic foods. Montanari explains that food is the result of the efforts of a society to tame, transform, and interpret nature. This view can be supported by two related observations. First, societies all over the world encounter different environments. That is, societies in the Pacific region may find tropical climates whereas societies in the Mediterranean region have temperate climates. The differences in weather, together with the differences in geography, lead to the different ways that the members of the society learned to deal with their varied environments. Thus, the second observation is that the different societies have produced their own unique food and food culture. For example, Italian food reminds people of spaghetti, tiramisu, and other pasta dishes. Asian food, on the other hand, brings to mind bowls of rice. Kohls’ perception, when combined with Montanari’s view about the relationship of food and culture, evolves into something different then. That the different values of a people or a culture are revealed and understood when seen through the food culture of that particular group. Feedback from a reader: At first, it would take some stretch of imagination to associate food with culture. There are two major reasons for this difficulty. First, people eat food in order to survive and perhaps live a relatively healthy life. The desire to live and survive is so fundamental that all peoples possess this particular desire. And if all peoples and culture uphold this desire to live, then eating food is very common that it cannot be directly related to the uniqueness of culture. And second, food is almost always taken from nature. This means that food is obtained from farms and from forests. â€Å"Farm† and â€Å"forest† are two concepts that are associated with things natural. Food, therefore, is a natural resource. And despite the fact that most people in America consume processed food, food is definitely associated with nature. However, using a more critical thinking and a wider observation of the world, the statement that food is culture begins to make some sense. The values of a culture can be reflected in the kinds of food that people eat and the ways that people eat their food. For example, the Japanese culture carries out a tea ceremony, specializes in sushi, and usually serves food in small bite sizes. All these reflect the fact that the Japanese culture gives great importance to tradition. Thus, when Japanese encounters a problem, he turns to the knowledge of his ancestors for guidance. The typical American, on the other hand, rarely imitates the actions of his ancestors. When he encounters a problem, he tends to find help by himself and establishes some measure of control on his problem. The way that Americans value individuality and personal control over their environment can be seen in the way they wanted their food to be served individually. The Americans also wanted their foods to be served fast and this preference echoes the values of practicality and efficiency. Therefore, as a reader of Montanari’s ideas about the relationship of food and culture, I am convinced that food culture does reflect the values upheld by a society. Bibliography Kohls, R. (1984). The values Americans live by. Retrieved September 18, 2007 at http://omni. cc. purdue. edu/~corax/kohlsamericanvalues. html Montanari, M. (2006). â€Å"Introduction. † Food is Culture. A. Sonnenfeld (trans. ). New York: Columbia University Press.

Psychology Adrian Monk Essay Example for Free

Psychology Adrian Monk Essay Adrian Monk, portrayed by actor Tony Shalhoub, is the main character in the USA Network series MONK. Monk is a former homicide detective for the San Francisco Police Department, suffering from an anxiety disorder known as obsessive-compulsive disorder (OCD), as well as numerous phobias. After Monk’s wife was murdered, his disorder worsened leading to his suspension from the police force. When the series opens, Monk works as a private police homicide consultant and undergoes therapy to overcome his anxiety disorder and phobias. He is assisted by a private nurse who helps him cope with his disability on the job. Part One—Case Study Character Background The episode â€Å"Happy Birthday Mr. Monk† shows that Monk, born October, 17, 1959, is a California man of Welsh ancestry. Monk is 50 years old, and was born in Marin County, CA. He stated, â€Å"His alma mater is the University of California, Berkley. † His parents were very strict and authoritarian. Monk’s father Jack Monk abandoned the family when Monk was eight years old. Jack said that he was going to get Chinese food, but he never came back. Ambrose Monk, Monk’s brother, is agoraphobic and afraid to go out in public. Monk’s mom died in 1994. Because of these childhood family events, Monk is already a very sensitive and fragile person. Mr. Monk dislikes unorganized, rude, dirty, and filthy people. He also dislikes murderers, people who commit evil acts, and criminals on the loose. That is the reason he became a homicide detective. Mr. Monk likes people who help others, such as his physician and Trudy. In addition, he likes organized, clean, and tidy people. Mr. Monk’s strength is that he is a very clever detective. Plus, he has an amazing photographic memory, which helps him catch criminals. His weakness is that he has many phobias, which affect his performance as a detective. Mr. Monk doesn’t have any friends because of the weird and odd behaviors caused by his OCD. His family consists of his assistants/nurses Sharona, and then Natalie. He also works with people in the homicide department, namely Captain Leland Stottlemeyer and Lieutenant Randy Disher. Stressors/Pathology Mr. Monk does not have any relationships with anyone, mainly because of his odd behaviors. He acts strangely in front people because of his OCD. In the episode â€Å"Mr. Monk Makes A New Friend† he annoys a new friend by calling him too much. Monk explains himself, stating, â€Å"I can’t not call him or hear his voice. † It is very annoying to call a friend every hour. That is one example of how Mr. Monk has difficulty with personal relationships. His wife, Trudy Monk, with whom he had a meaningful relationship, died in a car bomb. Before his wife’s death, Mr. Monk’s OCD symptoms had alleviated. After Trudy was murdered, the OCD symptoms intensified, and those around him could clearly see that he had issues, which affected his job performance and led to his isolation. When the series begins, Mr. Monk’s condition is somewhat stable, but his lives in an overly organized apartment. The battle Monk faces daily is how to make it through the day with his OCD. He tries to avoid everything that makes him uncomfortable or is viewed as a threat. Mr. Monk stresses over the fact that every room must be neat and tidy. Plus everything must be a multiple of 10; for example he buys a box of eggs, which contains 12 eggs and deliberately throws two eggs away. Mr. Monk doesn’t have any history of this disorder, but his brother was agoraphobic. Symptoms Other symptoms of OCD manifest themselves typically as ritual behavior such as repetitive hand washing. Mr. Monk needs to wash his hands every time he touches an object or shakes a hand. He becomes obsessed with shapes. For example, his toast has to be a perfect square. Numbers occupy his time. As mentioned above, everything must come in multiples of 10. He has the typical preoccupation with dirt and germs. For example, he can’t stay in an untidy or dirty room; he has to tidy it up. Mr. Monk is terrified of germs, milk, dust, and heights. So what Mr. Monk does all day is try to stay away from all of these fears. These symptoms never emerged in the series; rather, the viewer is led to believe that Mr. Monk had OCD since he was born. However, the viewer is also informed in conversations with the police sergeant and with Monk’s nurse and therapist that what triggered this disorder was the murder of his wife. Immediately after his wife died, his disorder worsened. Outcome of Case Monk’s treatment was to go to Dr. Charles Kroger for psychotherapy that would aid him to cope with his disorder. In the sessions, Mr. Monk talks about what he did during the day and the goals he accomplished. The treatment is not entirely effective, but it helps Mr. Monk relax and get all the stress out. In the long term, Mr. Monk cannot overcome his disorder because he cannot imagine that he can be cured. In addition, he is not a risk taker, meaning he could never do anything that would make him uncomfortable. Because of this, there is little hope that he will be able to completely overcome his disorder. This makes sense because his disorder is inherited, and not attributed to environmental causes. Part Two—Disease Diagnostic Criteria Obsessive Compulsive Disorder (OCD) is a pattern of recurring obsessions and compulsions that are severe enough to be time consuming and interfere with a person’s daily functioning. They must cause marked distress (such as pain or physical harm to the person) or significant impairment. Usually, they take more than one hour of a person’s time. It is important to specify whether or not the patient has poor insight, meaning that the person does not realize that the obsessions or compulsions are unreasonable or excessive. At some point, the person must realize that their obsessions and compulsions are not reasonable (i. e. , normal). â€Å"Obsessions are consistent ideas, thoughts, impulses, or images that are experienced as intrusive and inappropriate and that cause marked anxiety or stress† (DSM IV-TR, 300. 3). Most common obsessions are about contamination with dirt or germs, repeated doubts, a need to have things in a particular order, horrible impulse, the need to shout obscene words, or sexual impulses. Compulsions are repetitive behaviors which people do to reduce the anxiety or distress of the obsessions. For example, repeated hand washing is a compulsion, which satisfies the obsession of repeated thoughts of contamination from dirt. For a complete list of Diagnostic Criteria from the DSM IV-TR, see Appendix A. Etiology (Causes) Nearly 1 to 2 percent of the population suffers from OCD. Most of those begin to be afflicted in early adulthood, and it is often preceded by a particularly stressful event such as pregnancy, childbirth, or family conflict. It may be closely associated with depression, with the disorder developing soon after a bout of depression or the depression developing as a  result of the disorder. Men and women are equally affected. A fairly high proportion (as much as 50 percent) do not marry (Baldridge 2001). Although Obsessive-Compulsive Disorder usually begins in adolescence or early adulthood, it may begin in childhood. Modal age at onset is earlier in males than in females: between ages 6 and 15 years for males and between ages 20 and 29 years for females. For the most part, onset is gradual, but acute onset has been noted in some cases. The majority of individuals have a chronic waxing and waning course, with exacerbation of symptoms that may be related to stress. About 15% show progressive deterioration in occupational and social functioning. About 5% have an episodic course with minimal or no symptoms between episodes (DSM IV-TR, 300. 3) No cause for OCD has been isolated. Four theories exist which try to explain the basis of OCD psychologically: guilt, anxiety, and superstition. 1) The theory of guilt has its origins in Freudian psychoanalysis. Freud believed that patients with OCD developed repetitive rituals, such as hand washing, to replace obsessive thoughts about sex. The obsessive ritual, then, was seen as a way to replace the guilt of being overwhelmed by forbidden, sexual thoughts. 2) The anxiety hypothesis poses that OCD behaviors develop to reduce anxiety. Many thought or action patterns emerge as a way of escape from stress, such as daydreaming during an exam or cleaning one’s room rather than studying for a test. If the stress is long lasting, then a compulsive behavior may set in. 3) The superstition theory proposes a connection between a chance association and a reinforcer that induces a continuation of that behavior. In other words, a particular obsessive-compulsive ritual may be reinforced when a positive outcome follows the behavior; anxiety results when the ritual is interrupted. 4) A fourth theory is accepted by those who believe that mental disorders are the result of something physically or physiologically amiss in the sufferer, employing data from brain structure studies, genetics, and biochemistry. Brain chemistry has been found to be altered in those suffering from OCD, along with increased metabolic activity. In addition, relatives of OCD sufferers are twice as likely as unrelated individuals to develop the same disorder, indicating that the tendency for the behavior could be inheritable (Baldridge 2001). Treatments OCD is one of the most difficult disorders to treat. Treatments usually fall into four categories: psychotherapy, behavioral therapy, drug therapy, and psychosurgery. The goal of psychotherapy in treating OCD is to find and then remove an assumed repression so that the patient can deal honestly and openly with whatever is actually feared. It is hoped that in dealing with the fear, the compulsions that have developed to replace the fear will lessen. The most effective type of psychotherapy for obsessive-compulsive disorder is behavioral therapy. It can help by desensitizing the patient to the feared object or situation. For example, the therapist will aid the patient in replacing the symptoms of the obsession or compulsion with preventive or replacement actions, such as a non vocal, internal shout of â€Å"stop! † when obsessive thoughts enter the mind or the action of snapping a rubber band on the wrist. Behavioral therapy may also help by gradually lengthening the time between the stimulus and response. For example, a patient may hold dirt and then gradually lengthen the amount of time after which he or she will wash his or her hands. While behavioral treatment can help to control OCD, it does not â€Å"cure† the disorder. Drugs used to treat OCD include antidepressants, tricyclic, monoamine oxidase inhibitors (MAOIs), LDS, and tryptophan. Antidepressants help by reducing depression by correcting the serotonin abnormality in the brain, which may decrease the need for compulsive behavior. MAOIs may help OCD associated with panic attacks, phobias, and severe anxiety. With drug therapy, it should be noted that when the drugs are stopped, the patient often returns to the obsessive-compulsive behavior. Psychosurgery to reduce OCD is a last resort. The patient would undergo a lobotomy in which the frontal cortex would be separated from the lower brain area in an 8-centimeter square area. A combination of behavioral therapy, psychotherapy and drug therapy is recommended. General Research Behavioral treatments are new ways to deal with the disorder. For example, someone with an obsession about germs might be asked to practice handling dirt and then not washing his hands for increasing lengths of time. With repeated exposure to the anxiety-provoking object or situation without performing the compulsion, usually the anxiety lessens, and the compulsion weakens its hold. Obsessions can fall into one of five categories: 1. Obsessive doubts, which are persistent doubts that a task has been completed. 2. Obsessive thinking, which is an almost infinite chain of thought, targeting future events. Obsessive impulses, which are very strong urges to perform certain actions, whether they be trivial or serious, that would likely be harmful to the obsessive person or someone else and that are socially unacceptable. 4. Obsessive fears, which are thoughts that the person has lost control and will act in some way that will cause public embarrassment. 5. Obsessive images, which are continued visual pictures of either a real or an imagined event. (DSM IV-TR, 300. 3) Compulsions on the other hand are repeated, ritualized behaviors. For example, fearing one has forgotten to turn off an appliance, such as a stove, is a common obsession. It is likely to be accompanied by a compulsion to check repeatedly, perhaps hundreds of times each day, perhaps to see if the appliance has been turned off. Compulsions are repetitive behaviors, the goal of which is to prevent or reduce anxiety or distress, not to provide pleasure or gratification. In most cases, the person feels driven to perform the compulsion to reduce the distress that accompanies an obsession or to prevent some dreaded event or situation. For example, those with obsessions about being contaminated may reduce their mental distress by washing their hands until their skin is raw. There is difference between OCD and obsessive-compulsive personality disorder (OCPD). A personality disorder is, on the one hand, a type of mental illness characterized by serious and persistent distortions in the total personality. Every perception, attitude, feeling and behavior is affected. OCD, on the other hand, is an anxiety disorder. Like other anxiety disorders, fear is at its root—fear of a hot appliance burning down the house, for example, or fear of the body being contaminated by germs. The fear produces an anxiety which can only be alleviated by a ritual, or compulsion, which will reduce the fear. Conclusion Evaluation of Case In conclusion, Adrian Monk has Obsessive-Compulsive Disorder. He satisfies the following OCD patterns of behavior: 1. Washer, because he is afraid of contamination; 2. Checker, because Mr. Monk repeatedly checks if the door is locked, or whether the oven is turned off. Mr. Monk checks everything a dozen time just to make sure. For example, he checks his oven if it is closed everyday at least twelve times; 3. Arranger, because he always arranges his utensils based on size and shape and his books based on color. He cannot function in a messy room or disorganized room. In addition, Mr. Monk has other phobias, such as fear of blood and fear of the woods. He is terrified of germs, milk, heights, and spiders. Mr. Monk has a rule that everything he has must come as a multiple of ten. When he buys milk, he gets 10 bottles even though he lives alone and the milk will expire before he has time to drink it all. Monk’s symptoms may improve with therapy, but his OCD will not completely resolve.

Life In A Medieval Castle

Life In A Medieval Castle Life during the middle ages began at sunrise, when one of the guards sounded the days start. Servants had already begun to make sure that the fires were lit in the kitchen and great hall. Breakfast was not served until mid day. During this time the servants got time to complete their chores while the soups were cooking in the kitchen. All floors had to be cleaned and wash buckets, which were called basins, had to be washed out. Once the lord and the lady of the house woke up, the maids entered into their quarters, and they cleaned and emptied chamber pots, washed the basins, and the laundry woman also began to do the days laundry. The lord and the lady got well dressed before leaving their quarters to go to mass. They always wore elegant clothing which showed their status but also kept them very warm. After a small breakfast was eaten and the lord and his family went to mass. Once the morning service was complete, the lord dealt with the days business. At mid-morning, dinner was serv ed. Dinner was the main meal of the day. During dinner there was usually entertainment and much food. When dinner was finished, the lord may take his knights or special guests hunting while the lady may do embroidering. Usually the lady did not because she oversaw the castle and did not have time. Supper which was different from dinner, was usually eaten right before bedtime. It marked the end of the day for everyone in the castle. After supper the lord and the lady would go to their quarters and the servants would retire to their quarters. This was the almost daily routine of life in a castle. However, life in a castle was not all work. Hunting and hawking were greatly enjoyed by everyone in the castle and when the lord hunted, delicious and sometimes rare animals were brought to the table as food. Some of the past times were quite dangerous. These involved tournaments and rough ball, which was similar to football. Adults and children alike, enjoyed games such as the blind mans blu ff. This game involved tying a players head with a blind fold, and he would chase the other players. To pass time indoors, people played board games and listened to musicians or storytellers. Storytellers would narrate the stories of heroes such as Arthur and his knights. Though life in the middle ages involved a lot of work, the people in the castle enjoyed great entertainment. In a castle, almost everyone had a specific responsibility. The lord was the head of the castle. The lady spent much of her time supervising their work, as well as overseeing the cooking of meals in the kitchen. One of her responsibilities was running the household, managing production, and maintaining adequate supplies. She had to know which rents and fees were owed to the household. The lady also supervised the embroiderers who had the responsibility of making the clothes for the people in the castle and keeping the lady company. In addition, the ladies were responsible for overseeing the education of the young pages. The parents of the children usually devoted little time to them and those children were quickly thrust in to the adult world. Children usually became part adults at age 12 and were allowed to bear arms. Aristocratic children usually had very little contact with their parents. They were usually raised by nurses. The boys had to perform various services for the lord of the castle such as protect the arms and care for his horses. When the boy reached majority, which was usually at age 15, the fathers rule over him came to an end and the boy was considered an adult with full rights. At that point, the boy was a free, responsible individual who set up their own household. Girls were responsible to learn how to run a household and to raise children when they were old enough. These kinds of responsibilities allowed a castle life to run more smoothly. Castles in the medieval times were very uncomfortable and hardships were plenty. A castle had no central heating. The main fireplace heat was saved for the lord and the lady. They were fortunate to have heavy blankets, mattresses made of feathers, fur covers, while the workers had to sleep in the towers which got unbearably cold and damp, especially at night time. The attendants were sometimes lucky to stay with their master or mistress. They slept on the floor but they were able to get some of the heat coming out of the fireplace. When it was summer, everyone enjoyed the warm weather outside because the castle was still cold inside. Workers wrapped themselves in covers which helped them stay warm during cold times. The castle was also a very busy place. Ship and pigs would roam freely around the castle. With the loud noise of all the people in the castle, it caused a busy atmosphere with a loud noise. Hygiene was normal for the people in the middle ages. They took bathes, washed the ir hands, and brushed their teeth. However, disposal of human waste was not as good. Most castles did not have any plumbing which meant that the waste would remain in one place until it was cleaned by the chamber maids. These conditions may seem bad but they were better than the conditions of a lower class citizen. The code of chivalry and courtly love had a significant influence on the life of nobles. The code of chivalry affected knights in particular. The code of Chivalry came to mean an idealization of the life and manners of a knight at home in his castle and with his court. Courtly love also had strict rules. It was practiced all over Europe. The rules of courtly love allowed nobles to show how they really felt for each other. This kind of event was common between nobles and ladies. The harshness of the castles made them less than desirable to live in but for the lord and lady it was better than the common peoples homes. The life of individuals involved hard work life for the average person during the Middle Ages was very routine but they enjoyed entertainment as well. Everyone in the castle had a specific responsibility which made life run more efficiently even though a castle was busy and very loud. The code of chivalry and courtly love also were a great part of life. They dictated how a noble should lead their lives and how to hold themselves when with others. This was life in the middle ages. Books Blackwood, Gary L. Life in a Medieval Castle. San Diego, CA: Lucent, 2000. Print. Bouchard, Constance Brittain. Strong of Body, Brave and Noble: Chivalry and Society in Medieval France. Ithaca: Cornell UP, 1998. Print. Brochard, Philippe, and Patrice Pellerin. Castles of the Middle Ages. Morristown, NJ: Silver Burdett, 1980. Print.. Gravett, Christopher. Castle. New York: Knopf, 1994. Print. Hinds, Kathryn. Life in the Middle Ages. New York: Benchmark, 2001. Print. Jordan, William C. Family. The Middle Ages. Vol. 2. New York: Charles Scribners Sons, 1996. 79-81. Print. White, T. H. The Once and Future King. New York: Ace, 1987. Print. Encyclopedias Castle The New Encyclopedia Britannica Macropedia. ed. 2005. Print. Jordan, William C. Family. The Middle Ages. Vol. 2. New York: Charles Scribners Sons, 1996. 79-81. Print.