Comparing Two Computer Advertisements Two Computer advertisements Essay Example for Free

Comparing Two Computer Advertisements Two Computer advertisements Essay Whether you like it or not, the media, to a large extent, defines your life and the way you think. It includes television, cinema, radio, video, magazines, books , the internet and newspapers. In this essay I will be taking an analytical look at two computer advertisements that caught my attention in two different newspapers, namely The Guardian, and The Sun. What is amazing is the amount of space taken up by both advertisements. Both adverts can be categorized as advertorials as the companies they represent are describing and promoting their respective products. As the Guardian is a broadsheet and The Sun a tabloid, it goes without saying that each will target a different audience. The content in text A features a computer and tells the reader about the software and hardware that they are trying to sell. The article is written in quite a persuasive style. The Macintosh Performa in text A is advertised in The Sun and makes use of an attention-grabbing heading that is also ambiguous: Difficult. Temperamental. Hard to understand. On a quick glance at the text and looking at the picture of a sullen-looking boy, one is ready to make the association about a boy who is possibly throwing a tantrum. And it is in the ambiguity where the punch-line lies. Unlike the boy who will be tantrumming from time to time, with the Macintosh Performa, theres no frustrating, baffling patience-trying set-up procedures. The layout is really spectacular. The article takes up an entire page. The main text is set out in three columns, relatively densely printed with early paragraphs playing on the implication that both computers and children can be Difficult. Temperamental. Hard to understand. The rest of the text stresses that the Performa is a well-behaved and versatile computer. The text is broken up by the use of two line drawings of the computer and the software. The tone of the text is reassuring, helpful, and stresses accessibility of the Performas functions. The price of the computer is tactically delayed until the third column: The price of the computer start at just à ¯Ã‚ ¿Ã‚ ½1,099. The reader or prospective buyer will at this point feel that it is worth every penny with all its functions. There is also a constitutional reference to the model featured and appears in very small print at the foot of the page. And a list of dealers is also in very small print at the foot of the page. Advertisement B shows a weak distant view of the front of an Aptiva computer. The company that promotes this product is IBM and their logo is located in the right hand corner at the bottom of the page. The complete system is there for the reader to see. I also think that they are trying to tempt the reader as they use a cluster of adjectives: Loud, colourful, fast-moving, enjoyable, stuff The immediate contrast between the two texts is the layout. Unlike text A, that has three columns, text B has no columns, only paragraphs with sub-headings. And this makes the advert appear dull and unattractive to the readers. But then again, the audience in this case is different to that of text A. As this advertisement appears in the broadsheet newspaper, its readers are usually keen business people and the emphasis is not so much on entertainment but on efficiency and cutting edge technology. Therefore, when the price 1,799 is quoted the reader will not be surprised at all. However, a touch of humor is added when OK, maybe not for dogs. appears in very small print next to the price. This humorous note may have been included to discourage readers from dwelling on the price. Reference to the model featured appears in a very small print at the foot of the page. The heading is fairly conventional, using bold, white lettering against a black background. The main text is set out in paragraphs and the word Stuff is repeated in the large 5 sub-headings. The tone of the text is light-hearted, whimsical, with a joke in each of the first two sections. You can also see the TOYS R US logo under the photo of the computer which tells you they are the outlets for the new Aptiva. Both advertisements use persuasive techniques for example, repetition in text B the word stuff. The word stuff gives it a more colloquial style. Of the two advertisements I liked the Performa more as it appears to be very user friendly: As soon as you plug it in, the Performa can run, However, it needs to be said, that when you buy an Aptiva, you buy into a new lifestyle.

Cuban Missile Crisis :: essays research papers fc

The world will never be the same since October of 1962. It is now known as the Cuban Missile Crisis. The U.S. learned that the Soviets were building nuclear missile bases on Cuba because the Soviets wanted to close the missile gap. Even though the Soviet Union promised they would not attempt to place nuclear weapons in Cuba, they put them there anyway in hopes that the U.S. would not find out until it was too late to do anything about it. The ploy almost worked. The nuclear bases were very near completion when a U.S. U-2 spy plane discovered the bases. The world held its breath as these events unfolded before their eyes; If any decision had have been different, it might have led to WW III. That is not a very comforting thought, knowing that we were so close to a nuclear holocaust. Many believe Kennedy made the right decision, I stand with that group; Others believe we should have conducted surgical strikes against the bases to show we would not tolerate a threat that close to our own shores. Kennedy was probably cautious about strikes because of the Bay of Pigs invasion which had failed so miserably just a year before. The Bay of Pigs invasion was an attempt by the U.S. to remove Castro from office. We armed and trained about 2000 Cuban exiles for this job. The hope was that a general uprising would begin, and Castro would be removed from office by his own people and not by any United States personnel. What cost the success of the mission was that the U.S. neglected to provide air cover for the troops. Of the 2000 troops, 300 were killed and the rest were taken prisoner. Evidently, Kennedy did not want another Bay of Pigs, so he elected to try a naval blockade. He must have made the right choice, because we are still here today. An advantage that the U.S.S.R. had if we had not found the missile bases in time, would have been the first strike capability. This does not necessarily mean the ability to strike first, needless to say, any country can do that; It means the ability to strike first and disarm the opponent at the same time. If the U.S.S.R. had active nuclear missile bases in Cuba, many Americans feared that the Soviets could make an attempt take out our air bases without our even realizing it until it was too late.

Wawa Research Paper

The top of the hierarchy was still under development but included sales/production, forecasting and replenishment system. In the middle was an under development strategic sourcing program. At the bottom was the operational master data set: articles files for warehousing, ordering, pricing and scanning up to 45000 SSW. This technology was used to keep records of inventory, orders being processed for suppliers and keep records of the past months orders, which could be used as information to make many Important decisions.An important part of the new IT architecture was the Introduction of Dif (Demand Influencing factors). This system would forecast the changes (holidays, promotions and weather) and factor these changes Into the recommended order that It generates for the stores. Way also started selling gas as convenience stores when it comes to gasoline procurement. In the past they had seven or eight carriers that monitored the gas supply in their assigned stores through technology an d they communicated once a day and these carriers did everything for Way.The technology strategy required Way to unite WBI, NCSC and the Fresh Channel integrated under one banner to create a competitive advantage and be cost- effective. The IT strategy was effective for Way. The Dif that would automatically take demand influencing factors into account and forecast and replenish the system. This system saved a lot of time, energy, and effort for the store managers as rather than having to remember the fact that something is on promotion next week or that the demand has changed due weather/holidays this system takes all the factors into consideration and generates a recommended order.This gives the store manager more time to focus on many different things. In my belief their gas supply strategy was very effective. Way had an advantage when it came to gas distribution as they never owned a gasoline truck and never hired a gasoline driver or invested money in logistics. They were virtua l when it came to gas distribution. The store managers never had to worry that the fuel would run out; they Just had to focus on selling it. I think this system increased Haw's profit margins for selling fuel, as they did not have a lot of capital investment.Their strategies in technology helped the firm become more customer focused, which was their mission to simplify daily lives of people. Way technology strategies helped in reducing a lot of workload for the workers in the store so they could concentrate on customers. Way was in the process of developing a new systematic supply chain as their egoistic had reached capacity and their vendors had been inconsistent in supplying the stores. Way wanted to own the software but not the hardware. They wanted a consolidated facility, owned and operated by a third party.If they wanted to build their own distribution centre, it would have cost them at least the equivalent of 10 to 11 new stores. Way choose Mclean Company of Texas, as they we re by far there largest convenience store distributor in the country. They were in a strategic â€Å"100 – 100 partnership†. NCSC was a 220,000 square-feet building and had 5 different imperative zones. The NCSC used to dispatch trucks between 1 am and 4:mama and every store had consistent deliveries with a 2-hour EAT. This allowed the management to plan for enough labor so they could shelf the products upon arrival.In the convenience story industry many of Haw's competitors did not realize that delivery timings were affecting their customers. It has happened to me a number of times when I go to a 7-11 and if they are getting a delivery their parking lot will be full and the store will be over crowded and understaffed as most the workers are emphasizing on shelving he items instead of paying attention to customers. NCSC handled 1800 SKU and it turned over products in ten days. Although Way owned the inventory, Mclean use to do everything for Way.They used to give order s to the vendors, manage inventory and inform Way how much they owe to the vendors. NCSC was able to such that all the Way stores could be reached in a day. Way did not want to waste capital on building their own facility as their competitors suffered by doing so. NCSC had only 6 Way employees and their Job was to maintain relations between Haw's marketing department and Mclean merchandising department. This also is a very important lesson for their competitors, as they also should maintain good relations with their distributors because one party cannot succeed at the expense of others.Bluebells stated that the relationship is like a marriage. Most employees of Way and Mclean consider this a strategic partnership and their partnership was a testimony for other players in the industry. NCSC was impressive in the technological aspect also. It promised to be an impressive array of third party logistics, cross docking, virtual management and mutual adjustment within and amongst organiza tions. Operations in NCSC and Fuel supply were meticulously choreographed, tightly coupled and highly efficient..Outsourcing this process, like the NCSC and Fuel channel, to experienced companies would allow Way to develop an efficient distribution network at a significantly less cost, and concentrate the majority of their resources on the customers. Haw's SCM going forward was quite impressive as well. They were going to implement the fresh channel. Fresh channel would be a central kitchen where food items could be prepared which were previously made in stores. This was done in order to maintain uniformity and increase the flexibility. Way has one of the most impressive and effective distribution channels in the industry.Going forward I think the company should continue its traditions of giving the customer more importance. Way should find another company like Mclean or offer Mclean a contract for another location so they could expand on their stores and be NCSC was expected to las t until 2012 but it is already full at the moment, which gives the organization very little room for growth. The Fuel Channel is one of Haw's best supply channel so I think they could add more gas stations to their stores as I have seen many Haw's thou gas stations.This would help the company expand their market and geographical radius. I think Way should also have websites or mobile phone applications, which tell the customers about the number of people in the store or the approximate waiting time. They should also let customers order their food from their kitchen freshly made in the store online. I consider Way to be green to an extent as they have reduced their number of truck deliveries and Fuel channels do not even use one truck. Way is virtual in gas distribution. Way could start using recycled labels on their private products.

Accounting Roles in the Company and Importance of Accounting Essay

Accounting is an information and the measurement that system identifies, records and communicates information about an organization business activities. In business we used accounting in all the aspects. The most common contact through accounting is through credit approvals, checking accounts, and payrolls. In a layman term accounting is a language of business because all the organization set up an accounting information in order to communicate information to help people to take decision.. There are 2 kinds of decision makers: 1) External Users and Internal Users External users: They are not directly involved in running the business. So, they will have a very limited access to an organization details. Still their business decisions depend on the information that is reliable, comparable and relevant. . External users include people like Lenders, Government shareholders, external auditors and regulators.. Example: External auditors use financial statements to verify that they are properly prepared according to GAAP. 2) Lenders would look into the information whether an organization will repay its loan and interest. 3) Customers use financial statement to check the power of the suppliers. See more: Homeless satire essay Internal Users: They are directly involved in managing and operating an organization they will help in improving the efficiency of the business. They include managers, officers(employees), internal auditors, and sales staff . Example: Managers would look into the information about the project cost and revenues in order to makes changes in products and services. Both Internal and external users rely on internal controls in order to control, monitor company activites.

Eco 561 Essay

Eco 561 Essay Eco 561 Essay Abstract Bling it Apparel and Designs is a custom apparel company that designs and creates original rhinestone embellished apparel. The company guarantees that consumers will purchase apparel that is unique and custom made per order. The company knows that there are some similar online shops that offer the same services and products but there are no local companies. The company’s goal is to offer custom apparel and eliminate long wait time of online orders and shipping time. Providing customers with quick turn around on custom apparel orders will set the local business apart from the online shops that provide the same products. The proposal will present a business that will create custom rhinestone apparel that no other company in the local area has ever presented in the market before. The company will discuss the elasticity of demand and the market structure for the good the company is trying to market. It will also show how the company will develop an increase in revenue through profit-maximizing quantity. It will show the concepts of marginal cost and marginal revenue, pricing and non-pricing strategies, product differentiation, and the barriers to entry. The Proposal Bling it Apparel is a part of the oligopolistic competitive market, a company of the dominated differentiated product and a price maker. The company will show its significant control over pricing and consider the reactions rivals will present in pricing, output, and advertising. The product will be display elasticity of demand because of the change in prices and availability. The product will be extremely elastic to where if a slight change in the price will lead to a quick change in the quantity demanded or supplied. With this product, whether the price increases or decrease will bring about an increase demand, which will give an increase in profit. The products limited availability and uniqueness allows for fluctuation in price. Customers have been known to pay higher prices for unique designs and one of kind items. The popularity of rhinestone embellished items is on the rise with sport moms, cheerleaders, dancers, and gymnast. The product will always be promptly available in the market. To expand business profit, the company will develop and implement price, location, quality, advertising, and service strategies. For example, when deciding on increasing and decreasing prices of the products provided, Bling it Apparel will try to forecast the reaction of online competitors will charge for their new and previously created products. Recommended pricing strategy will be competitive based pricing. This strategy will b e beneficial to Bling it Apparel with it being a small startup company and the economy seeing improvements in the retail market and consumer spending. Suttle (2013), "There are times when a small company may have to lower its price to meet the prices of competitors. A competitive-based pricing strategy may be employed when there is little difference between products in an industry†. Non pricing strategies will include an in house social media advertising medium which will be responsible for expanding brand acknowledgement in the local area. This strategy will be at no additional cost to the company and will have no impact on the products final cost. Bling it Apparel will be a home base business. The decision to operate from home is due to the lack of availability to small business loans as the economy recovers from the recession. Another reason the company decided to operate as a home based business was to cut out on startup ad overhead cost for the company in the first year o f business. Bling it Apparel will exhibit a barrier of entry that will reduce the costs of production of custom made apparel, by creating apparel at a lower cost than of the online competitors but eliminating shipping cost alone. They will exhibit

History of vietnam war in style of Herodotus

History of vietnam war in style of Herodotus Free Online Research Papers An account of the American-Vietnamese War compiled through inquiry by Preston of Clarksville. Written so that these men may always find glory in the hearts of men. Americans say that they intervened because they wanted to prevent â€Å"human rights abuses†, but now, among most learned men, it is commonly agreed upon that they feared the â€Å"domino theory† of expanding communist empires. America feared Russia and its power and therefore tried to isolate any countries that might align themselves with, thus strengthening, Russia. After World War II, the Americans became more involved in international political affairs. Americans began to realize that they must strive against Russia to achieve a defense posture capable of withstanding hostile action from within or without from the Soviets. The original conflicts of the Vietnam War, however, date back to 1956 when, after WWII, France decided to reclaim its colony of Vietnam, or ‘Nam, as the Americans oftentimes called it. When Hirohito, the Emperor of Japan, invaded Vietnam, the American Government decided to give money to a small group of rebels called the Viet Minh. After Japan was defeated, the Viet Minh, lead by Ho Chi Minh, seized power in Vietnam. At about the same time, France returned to reclaim its colony. The Viet Minh allowed the French back into Vietnam only after they were assured that they would be granted freedom as a part of the French Union. The peace, however, was short lived. The French broke the treaty as they bombed the city of Haiphong and took the capital city of Hanoi. The deciding factor in the conflict was when the French were soundly beaten at Dien Bien Phu and obeyed their notorious chicken-hearted ideals and did as the American historian James Hinkle so eloquently put it, â€Å"They did what they do best; they quit.† The conflict was ultimately ended by the Geneva Accords which divided Vietnam into two sections: a north, ruled by the Viet Minh, and a non-communist south. According to American historians: â€Å"A year after the Geneva Accords, Prime Minister Ngo Dinh Diem commenced a ‘Denounce the Communists’ campaign in the south. Throughout the summer of 1955, communists and other oppositionists were jailed and executed. In addition to attacking the communists, Diem assaulted Buddhist sects and organized crime, which further alienated the largely Buddhist Vietnamese people and eroded his support.†1 This caused growing support for a group of Viet Minh secret agents that had not returned north after the Geneva accords known as the Viet Cong. The Viet Cong were also known to the American troops as â€Å"Charlie, â€Å"Victor Charles† (from VC), the â€Å"nogs†, or noggies, â€Å"the slopes† and â€Å"The Cong† (from Viet Cong). For whatever their flaws, I must give them credit. The yanks (the American Soldiers) could come up with so many names that one must wonder what they spent all of their time doing while in the trenches other than making up names. The Viet Cong (called VC) were an irregular force of peasants, farmers, and the like who blended into the surroundings because they were in their native habitat. They were hard to single out unless they were actually engaged in warlike activity at the time. They were also a tough ruthless enemy who were not afraid to use any means at all, including their women and children, to further their aims. The Viet Cong had two types of warrior: regional fighters and local fighters. The regional fighters were full time workers, well-trained and well-equipped. The regional units of the Viet Cong more often than not operated as independent companies but often split up and dispersed into platoons, squads, and cells. The personnel of these units were often local to the area in which they served. The local Viet Cong were the archetypal â€Å"farmers by day, soldiers by night†, composed of those either too old or too young to fight in the regular Viet Cong units and dressed as local peasant farmers. Whilst their primary activities consisted of intelligence gathering, sniping, and emplacing booby traps, these troops were employed in the support of Viet Cong Regional and Main Force Units operated in their locality as porters, scouts and guides. Local force size was dependent on the size of the village and ranged fromsingle 3 man cells to a platoon of 3-4 squads and generally operated at the squad level of 12 men. Americans tell me that â€Å"On August 2, 1964, USS Maddox, an American destroyer, was attacked in the Gulf of Tonkin by three North Vietnamese submarines while conducting an intelligence mission. This attack led to US air strikes against North Vietnam. In retribution for the incident in the Gulf of Tonkin, President Lyndon B. Johnson issued orders for the systematic bombing of North Vietnam, targeting its air defenses, industrial sites, and transportation infrastructure. Beginning on March 2, 1965, and known as Operation Rolling Thunder, the bombing campaign lasted over three years and dropped an average of 800 tons of bombs a day on the north. 3,500 Marines were deployed that same month, becoming the first ground forces committed to the conflict. By April 1965, Johnson had sent 60,000 American troops to Vietnam. The number escalated to 536,100 by the end of 1968. In the summer of 1965, under the command of General William Westmoreland, US forces executed their first major offensive operations against the Viet Cong and scored victories around Chu Lai (Operation Starlite) and in the Ia Drang Valley. The Ia Drang campaign was largely fought by the 1st Air Cavalry Division which pioneered the use of helicopters for high speed mobility on the battlefield. Learning from these defeats, the Viet Cong seldom again engaged American forces in conventional battles, preferring instead to resort to hit and run attacks and ambushes.† (Hickman p.2)2 Now it would be unfair to the Americans not to mention that, Russia supplied MIG-17, MIG-21 jet fighters; SAMs (Surface to Air Missiles); PT-76 Amphibious tanks, and T-54/T-55 medium tanks; Artillery Anti-Aircraft Artillery; and ammunition for all of the above. China supplied MIG-19 (J-6 versions); SKS rifles, AK-47 Assault rifles; mortars; 122mm rockets; and ammo for all of the above. Now when American troops had been fighting in Vietnam for about nine years, even though the Americans were winning by a casualty ratio of 2-1 the war became so unpopular that president Nixon was forced to withdraw the troops. Without the Americans to protect them the south Vietnamese stood no chance against the Viet Minh and were ultimately overpowered. Thus it was that the Viet Minh, through the aide of Russia gained control of Vietnam. 1 Hickman, Kennedy: The Vietnam War Origins. Answers.com http://militaryhistory.about.com/od/vietnamwar/a/VietnamOrigins_2.htm 2 Hickman, Kennedy: Vietnam War: An Overview of the Conflict. Answers.com http://militaryhistory.about.com/od/vietnamwar/tp/vietnam101.htm Research Papers on History of vietnam war in style of HerodotusAppeasement Policy Towards the Outbreak of World War 2Quebec and CanadaAssess the importance of Nationalism 1815-1850 Europe19 Century Society: A Deeply Divided EraCapital PunishmentPETSTEL analysis of IndiaThe Effects of Illegal ImmigrationEffects of Television Violence on ChildrenNever Been Kicked Out of a Place This NiceComparison: Letter from Birmingham and Crito

The Mayan Conquest of the Kiche

The Mayan Conquest of the K'iche In 1524, a band of ruthless Spanish conquistadores under the command of Pedro de Alvarado moved into present-day Guatemala. The Maya Empire had deteriorated some centuries before but survived as a number of small kingdoms, the strongest of which was the K’iche, whose home was in what is now central Guatemala. The K’iche rallied around leader Tecà ºn Umn and met Alvarado in battle, but were defeated, ending forever any hope of large-scale native resistance in the area. The Maya The Maya were a proud culture of warriors, scholars, priests, and farmers whose empire peaked around 300 A.D. to 900 A.D. At the height of the Empire, it stretched from southern Mexico into El Salvador and Honduras and the ruins of mighty cities like Tikal, Palenque and Copn are reminders of the heights they reached. Wars, disease, and famine decimated the Empire, but the region still was home to several independent kingdoms of varying strength and advancement. The greatest of the Kingdoms was the K’iche, at home in their capital of Utatln. The Spanish In 1521, Hernn Cortà ©s and barely 500 conquistadores had pulled off the stunning defeat of the mighty Aztec Empire by making good use of modern weapons and native Indian allies. During the campaign, young Pedro de Alvarado and his brothers rose in the ranks of Cortes’ army by showing themselves to be ruthless, courageous and ambitious. When Aztec records were deciphered, lists of vassal states paying tribute were discovered, and the K’iche were prominently mentioned. Alvarado was given the privilege of conquering them. In 1523, he set out with about 400 Spanish conquistadores and some 10,000 Indian allies. Prelude to War The Spanish had already sent their most fearsome ally ahead of them: disease. New World bodies had no immunity to European diseases like smallpox, plague, chicken pox, mumps and more. These diseases tore through native communities, decimating the population. Some historians believe that more than a third of the Mayan population was killed by disease in the years between 1521 and 1523. Alvarado also had other advantages: horses, guns, fighting dogs, metal armor, steel swords, and crossbows were all devastating unknowns to the hapless Maya. The Kaqchikel Cortà ©s had been successful in Mexico because of his ability to turn long-simmering hatreds between ethnic groups to his benefit, and Alvarado had been a very good student. Knowing that the K’iche was the mightiest kingdom, he first made a treaty with their traditional enemies, the Kaqchikel, another powerful highland kingdom. Foolishly, the Kaqchikels agreed to an alliance and sent thousands of warriors to reinforce Alvarado before his assault on Utatln. Tecà ºn Umn and the K’iche The K’iche had been warned against the Spanish by Aztec Emperor Moctezuma in the waning days of his rule and flatly rejected Spanish offers to surrender and pay tribute, although they were proud and independent and would most likely have fought in any event. They selected young Tecà ºn Umn as their war chief, and he sent out feelers to neighboring kingdoms, who refused to unite against the Spanish. All in all, he was able to round up about 10,000 warriors to fight the invaders. The Battle of El Pinal The K’iche fought bravely, but the Battle of El Pinal was a rout almost from the start. The Spanish armor defended them from most native weapons, the horses, muskets, and crossbows devastated the ranks of native warriors, and Alvarado’s tactics of chasing down native chieftains resulted in several leaders falling early. One was Tecà ºn Umn himself: according to tradition, he attacked Alvarado and decapitated his horse, not knowing that horse and man were two different creatures. As his horse fell, Alvarado impaled Tecà ºn Umn on his spear. According to the K’iche, Tecà ºn Umn’s spirit then grew eagle wings and flew away. Aftermath The K’iche surrendered but tried to trap the Spanish inside the walls of Utatln: the trick did not work on the clever and wary Alvarado. He laid siege to the city and before too long it surrendered. The Spanish sacked Utatln but were somewhat disappointed by the spoils, which did not rival the loot taken from the Aztecs in Mexico. Alvarado conscripted many K’iche warriors to help him battle the remaining kingdoms in the area. Once the mighty K’iche had fallen, there was really no hope for any of the remaining smaller kingdoms in Guatemala. Alvarado was able to defeat them all, either coercing them to surrender or by forcing his native allies to fight them. He eventually turned on his Kaqchikel allies, enslaving them even though the defeat of the K’iche would have been impossible without them. By 1532, most of the major kingdoms had fallen. The colonization of Guatemala could begin. Alvarado rewarded his conquistadores with land and villages. Alvarado himself set out on other adventures but frequently returned as Governor of the area until his death in 1541. Some Mayan ethnic groups survived for a while by taking to the hills and fiercely attacking anyone who came near: one such group was located in the region that currently corresponds to north-central Guatemala. Fray Bartolomà © de las Casas was able to convince the crown to allow him to pacify these natives peacefully with missionaries in 1537. The experiment was a success, but unfortunately, once the region had been pacified, conquistadores moved in and enslaved all of the natives. Over the years, the Maya have retained much of their traditional identity, especially in contrast to the areas that once belonged to the Aztecs and the Inca. Over the years, the heroism of the K’iche has become the lasting memory of a bloody time: in modern Guatemala, Tecà ºn Umn is a national hero, Alvarado a villain.