Professional Documents
Culture Documents
W Compulsory English-II
W Compulsory English-II
2 VINOBA 13-24
3 KAMALA 25-36
UNIT - I NOTES
ALEXANDER FLEMING :
PHILIP CANE
Index
1.0 Objectives
1.1 Introduction
1.2 Content
1.3 Glossary and Notes
1.4 Summary
1.5 Answer to check your progress
1.6 Exercise
1.7 Reference for further study
1.0 OBJECTIVES
1.1 INTRODUCTION
Philip Cane was an Electronic Engineer in the United States. The present
essay is taken from his book Giants of Science. Alexander Fleming (1881-1955)
was a scientist like Isaac Newton who have expounded the laws governing nature
ALEXANDER
and the universe, there are scientists concerned with the conquest of disease. The
FLEMING :
essay describes Alexander Fleming’s experiment to discover penicillin which is PHILIP CANE 1
Compulsory English-II a unique contribution to medical science. Their discoveries have helped in
relieving of minimizing physical suffering. He has also received the Nobel Prize
for his contribution to discovery of penicillin.
NOTES
1.2 CONTENT
ALEXANDER
FLEMING :
PHILIP CANE 5
Compulsory English-II
ALEXANDER
FLEMING :
PHILIP CANE 7
Compulsory English-II
1.4 SUMMARY
NOTES
Alexander Fleming was a Scottish Physician and Microbiologist. His best
known discoveries are the enzyme lysozyme in 1923 and the discovery of
penicillin in 1928. His discovery of penicillin was the unique contribution to the
medical science. He was honored The Nobel Prize in 1945 for his research in
penicillin. He was an extraordinarily good workman and a master of craft.
Alexander Fleming was born on Lochfield farm in south western Scotland
on 6 August1881. He was the youngest of eight children of Hugh Fleming. His
father died when he was only seven, but his mother, a cheerful woman of great
character, supervised the running of the farm. She maintained the affection of
her large family.
Alexander attended the nearby Loudoun Moor School. He was then
transferred to Darvel School which he attended with his brothers. Alexander
learned a good deal about nature during that four-mile downhill hike to school
and the four-mile uphill return trip. He was a quick student, and at twelve the
age limit prescribed for Darvel School, he was sent to Killmarnock Academy.
He joined his brothers John and Robert at his elder brother Thomas. His
elder brother Thomas was a successful oculist in London. Alexander was forced
to leave school for economic reasons. He obtained a job in a shipping company.
He decided to study the medicine. While working he joined the London Scottish
Volunteers and became member of a regimental swimming and water-polo team.
This team had taken part in a contest with St. Mary’s Medical School. It was a
turning point in his life. He was fortunate that Almroth Wright was the faculty as
a teacher of bacteriology.
He joined St. Mary’s Medical School and graduated in 1906. He was
honours student at St. Mary’s. He participated in every phase of medical study;
in physiology in pharmacology, in pathology. He won many prizes offered by
the institution. He was excellent and devoted to study. He was also a member of
the rifle team, the swimming team and played water-polo.
After graduation he joined Almroth Wright to do medical research. Almroth
Wright was more than a teacher of bacteriology. He was famous for his work on
phagocytes, a part of the blood. Wright has solved the controversy between Elie
Metchnikoff and Robert Koch. The microbes had to be prepared by the blood
fluid before the phagocytes could engulf them. This property of the blood fluid
Wright called opsonic. The opsonic power of a patient could be examined by
testing a blood sample under the microscope. This discovery was a starting point
for a new type of medicine.
His first discovery in medical science was lysozyme which he presented in
ALEXANDER the paper A Remarkable Bacteriolytic Element found in Tissues and Secretions
FLEMING : to the Royal society of London in 13th February 1922. After this success he
8 PHILIP CANE
continued his research in laboratory. He investigated further and found that Compulsory English-II
lysozyme could be found in tears, in sputum and in every large number of tissues
and organs of the body.
Fleming opened a Petri dish in which he had a staphylococcus growth-- a NOTES
grapelike cluster of bacteria which causes pimples and boils. He discovered that
the culture has been contaminated by bluish mould. Apparently a wind-borne
mould spore had come through an open window and had come to rest on the
momentarily opened culture dish. The spore had grown into a whole colony.
Something about this colony caught the observant eye of Dr. Fleming. The mould
was in the dish, the microbe culture was in the dish, but there was a microbe-
free ring around the mould. The mould had dissolved the bacteria; the mould had
the power to destroy bacteria.The bluish bacteria - destroying mould was brush-
like in appearance and hence is given the name of penicillium.
Fleming began a scientific, systematic investigation of penicillium mould.
He planted some spores on a nutrient material and allowed them to grow for
several days next he deposited various kinds of bacteria on the plate, right up to
the mould. When he examined the result, some of the bacteria had grown up to
the mould while others had stopped short. The mould had produced a material
that destroyed certain microbes. The investigation continued. Fleming grew his
mould in a liquid medium the fluid could destroy bacteria. More tests were made.
He discovered that the material – now called penicillin- produced by the mould
could prevent bacteria from growing, could kill bacteria, and could dissolve
bacteria. The penicillin could kill bacteria in a Petri dish.
Professor Howard Florey and Dr. E. B. Chain at Oxford had completed
research on lysozyme and were casting about for a new field of investigation.
They read Fleming’s report on penicillin and decided to check into the chemistry
of this material. They produced some small quantities of it and met enormous
success in experiments with animals.
Florey came to the United States to interest American manufacturers in its
production in 1941. Penicillin was produced so that it was ready for the war. It
saved countless lives. In peacetime penicillin has saved countless more.
Seventeen years after he discovered the value of penicillin. Fleming was awarded
the Nobel Prize in 1945. He continued his research in the field of bacteriology
until his death in 1955.
B) 1) German Bacteriologist
2) Substance in the blood that destroy the invading bacteria
3) Discovery of penicillin
4) Substances produced in the blood to fight diseases and infection
5) 1955
6) St. Mary’s Medical School
ALEXANDER
FLEMING : 7) Philip Cane’s book Giants of Science
10 PHILIP CANE
Compulsory English-II
1.6 EXERCISE
NOTES
UNIT - II NOTES
VINOBA : HALLAM TENNYSON
Index
2.0 Objectives
2.1 Introduction
2.2 Content
2.3 Glossary and Notes
2.4 Terms to remember
2.5 Check your progress
2.6 Exercise
2.7 Reference for further study
2.0 OBJECTIVES
2.1 INTRODUCTION
2.2 CONTENT
TEXT - VINOBA
Hallam Tennyson
Any morning at 4 o'clock you can see him and his companions trudging
from village to village under a twilight sky behind lumbers a covered ox-cart.
And it is not until you look inside this card you realize that Vinoba is leading a
new kind of pilgrimage. The cart contains articles not usually indulged in by
Indian ascetics among the bundles of bedding. There are typewriters, stationery
and filing cabinets. For the cart is the mobile office of a mission which, in two
years has collected no less than one million acres of land as free gifts for landless
peasants. If it reaches its target of 50 million, the mission will have achieved the
largest peaceful revolution in history.
The Land Gifts Mission started in 1951. That spring there was a meeting of
rural workers in Hyderabad. Vinoba never uses money; so he decided to walk to
his meeting although it was some 300 miles away from where he lived. On the
VINOBA : HALLAM way in every village through which he passed, he came face to face with the
14 TENNYSON
misery of the landless peasants. When he reached Hyderabad he went straight to Compulsory English-II
a village, and appealed to the landlord's. If you had four sons and fifth was born
he said ‘you would certainly give him a share of your land. Treat me as your fifth
son and give me my share.’ The landlord's imagination was touched. Land was NOTES
given, and the Land Gifts Mission was born in his two months in Hyderabad,
Vinoba received nearly 12,000 acres interest for the landless.
What is Vinoba’s secret? When I first met him six years ago, his name was
known to very few. He lived in seclusion in a village in Central India. Vinoba
undeterred by heat and dust, sat spinning on the verandah of his mud hut. He
talked of his experiments in self-sufficiency. He had a quick smile and blinked
at me over the top of battered steel- rimmed spectacles .Then he returned to his
spinning. His thin ,frail body and his grey beard make him look much older
than his 57 years: reserved, recluse, austere. I was told that he had once been a
scholar and had given up everything to lead the life of an obscure peasant .I was
awe-struck but a little puzzled. I did not see how such a life, restricted by its
bottle-neck of high principles, could ever affect the work- a- day world.
I ought to have known better. India honors one thing above all: renunciation.
Renunciation of worldly possession- that ideal finds its echo in every Hindu heart.
Even industrial tycoons are still apt suddenly to throw up everything and retire
to die in a mud hut by the Ganges. Vinoba has reversed this process. At the age
of 57, when most of us are thinking of retirement, Vinoba has emerged from it.
It was Gandhi who first demonstrated the powerful effect on his countrymen
of renouncing wealth for the sake of human service rather than personal salvation.
Vinoba has trodden the same pathway into India's heart. He has no possession
beyond a spinning-wheel and a few homespun clothes. Hundreds of people have
offered him their car so that he could move more quickly from village to village.
They believed he would get more work done. But Vinoba courteously refuse such
offers .The peasants can't afford cars and he knows better than to break the magic
bond of sympathy that binds him to the peasants. Again Vinoba suffers from ill-
health. He has chronic duodenal ulcer and is subject to dysentery. And this made
him old and frail before his time. Recently, went stricken with severe malaria,
he refused to be treated with quinine since the peasants could not afford it. Is it
any wonder that seeing this elderly saint slowly but surely ruining his health in
their service, these same reason should hold him in veneration?
But it is not only the poor who look on Vinoba as a man of God. He touches
the conscience of the wealthy as well. He approaches them in a spirit of loving
conciliation. They are lucky, he says, for it is more blessed to give than to receive.
And as the givers of land they are ennobled, while the landless are merely the
passive recipients of their rights. Not that Vinoba is unduly tender to the
susceptibilities of the rich. From a large landlord, for instance, he refuses anything
less than 1/6th of his best property. He would rather have no land at all than land
given merely as soap to public opinion. The gift must spring from a change of
heart. And so, the landlords greet Vinoba with garlands on his entry into a new VINOBA : HALLAM
village but they smile a little sheepishly at the prospect of being fleeced. TENNYSON 15
Compulsory English-II His approach is the same to all men whatever they are their creed or
condition -an effort to reach the divine spark which he believes them to possess
and then to make real to them the needs of their fellows in a language that they
NOTES can understand.
This ideal he has put quite literally into practice. Vinoba has taught himself
no less than sixteen languages. At forty-six, he learnt both Persian and Arabic
so as to be able to converse more freely with his Muslim neighbors.
Vinoba has acquired his strength through renunciation much as India's
ancient sages were supposed to acquire magical powers through their austerities.
Vinoba's magic is singleness of purpose and an iron will. There are many stories
about his will power. At the age of ten he is said to have sworn a vow of chastity
from which he has never swerved. At the age of twenty when he joined Gandhi’s
rural center he took his certificates and diplomas-- and being a brilliant scholar
and mathematician, he had many-- and burned them one by one in the flame of
an oil lamp, in spite of his mother’s horrified protests. Vinoba, although himself
born an orthodox Brahmin, had come to disapprove of the caste system. When
he joined Gandhi, the Mahatma told him to simplify his life. Vinoba took his
words to heart. He vowed to wear no more than one garment at a time and to
forgo salt, the last remaining condiment which he allowed himself.
But with all his asceticism, Vinoba has resisted pride of poverty-- that
subtlest temptation of the saints. He has never urged anyone else to follow his
way of life. And he goes his own way with striking serenity. To someone who
asked him if his work would succeed, he replied, ‘Fire merely burns. it does not
care whether anyone puts a pot on it, fills it with water and puts rice in it to make
a meal. To burn is the limit of its duty.’
Out on the mission, of course, fellow pilgrims have to share his Spartan
routine. At 3:30 a.m. twelve dry and commanding handclaps echo through the
huts where the mission is sleeping-- guests of a poor Muslim or untouchable as
often as of wealthy landlord. They pack up camp, and then at 4 a.m. they
assemble for prayers and silent spinning. In half an hour they set off on foot for
their next stopping-place. When day breaks, they halt for a roadside breakfast,
vegetarian and sparse like all their meals. A crowd gathers, and while he eats
Vinoba chats with the people and listens to their problems. By 10 a.m. the party
has reached the village where it will stay till next morning. Vinoba settles under
a tree to spin and summons the local landlords. In the evening meeting take place
in shed specially decorated with flower and votive lamps. It starts with prayers.
Then the landlords are invited to declare how much land they are ready to give.
Perhaps there is not enough offered to meet the needs of all the landless. If so,
Vinoba asks the landless themselves to choose, and at the same time encourages
the landlords to make their donation bigger. At one place, an untouchable who
owned only 1/5th of an acre offered his tiny plot, since he had just got a job in a
nearby factory. Vinoba gravely took a gift-deed from him, then endorsed it to the
VINOBA : HALLAM effect that since he belonged to the class to whom land should be given, his plot
16 TENNYSON should be returned to him forthwith.
Scenes like that arouse an atmosphere of almost evangelical fervor. People Compulsory English-II
start trying to outdo each other in generosity. But Vinoba is careful to canalize
the flood of emotion. He sets up a village committee to supervise the cultivation
of the distributed land and to obtain seeds and implement from the government NOTES
officials. From those receiving land he extracts a pledge that they will not re-sell
for ten years. By 8 p.m. the meeting is usually over and an hour later the pilgrim
retires to sleep they have to be on the move again at 3:30 the next morning.
Vinoba shuns publicity. He has his own dignity, emphasis and methods. Like a
candle, he burns with a steady light.
Vinoba is the embodiment of India. In spite of his wide culture and learning
westerners might find him less easy to approach then Gandhi. When I first met
him, I thought him reserved, almost remote. When he spoke, his simple,
unsophisticated language, suited to an audience of illiterate peasants, fell oddly
on the jaded years of Europe. My last glimpse of Vinoba was the same as my
first. He was squatting outside his mud hut. A group of peasants crouched around
him expecting guidance and help. He was talking to them in his quite, courteous
way. And I thought, it will be the same tomorrow and the day after that until he
dies, And there was something about the image that this thought conjured up,
something in the enormous tranquility of his patience and his faith, which told
me that Vinoba’s message was not limited to the country in which it was uttered.
The twentieth century may be rich in jet airplanes, but it is pretty poor in Saints.
We need to remember that what we call ‘progress’ is nothing if it leads to no
corresponding inner change. And Vinoba gives us the reminder in the one way
which has power to move and impress-- by the example of life and character
utterly with dedicated to the service of his fellows and the God he believes to be
revealed in them.
2.4 SUMMARY
2.6 EXERCISE
*****
VINOBA : HALLAM
24 TENNYSON
Compulsory English-II
UNIT - III
KAMALA : JAWAHARLAL NEHRU
NOTES
Index
3.0 Objectives
3.1 Introduction
3.2 Content
3.3 Glossary and Notes
3.4 Summary
3.5 Check your progress
3.6 Exercise
3.7 Reference for further study
3.0 OBJECTIVES
3.1 INTRODUCTION
Jawaharlal Nehru (1889-1964) was one of the eminent leaders of the Indian
Independence movement. He was the first Prime Minister of India and the central
figure of Indian Politics during Freedom Movement. He was also a prolific writer
in English and wrote a number of books. It includes The Discovery of India, KAMALA :
JAWAHARLAL NEHRU 25
Compulsory English-II Glimpses of World History, Towards Freedom, An Autobiography etc. He wrote
s series of letters to his daughter Indira Gandhi when she was 10 years old and
living in a boarding school at Mussorie. The collection of these letters was later
NOTES published as a book entitled Letters From a Father to His Daughter. He was a
man of letters and his writings cover a wide range of subjects.
Jawaharlal Nehru had his education at Harrow and Cambridge (1905-1910).
On his return he was disturbed by the condition in India. The country was under
foreign rule. The peasants in rural India were being exploited by the landlords.
Coming under the influence of his father, Motilal Nehru and Gandhiji, Nehru
plugged into politics and raised the voice of revolt against the British Raj. He
was arrested and imprisoned many times for his speeches attacking the British
Government. He was honored Bharatratna Award which is India’s highest civilian
Award.
He was married with Kamala in 1916 and Kamala gave birth to a girl Indira
in 1917. Later she gave birth to a boy but he died within one week. Kamala was
died in 1936. Their daughter Kamala married with Firoz Gandhi in 1942. Nehru
was more than a statesman. The present essay discusses the memories of his wife
Kamala. His portrait of his wife Kamala reveals his frankness, honesty, intimacy,
tender affection, regret and confessional tone. His style is marked by facility,
ease and force.
3.2 CONTENT
TEXT – KAMALA
Jawaharlal Nehru
On 4 September 1935, I was suddenly released from the mountain jail of
Almora, for news had come that my wife was in a critical condition. She was far
away in a sanatorium at Badenweiler in the Black Forest of Germany. I hurried
by automobile and train to Allahabad, reaching there the next day, and the same
afternoon, I started on the air journey to Europe.
There was the same old brave smile on Kamala’s face when I saw her, but
she was too weak and too much in the grip of pain to say much. Perhaps my
arrival made a difference, for she was a little better the next day and for some
days after. But the crises continued and slowly drained the life out of her. Unable
to accustom myself to the thought of her death, I imagined that she was
improving and that if she could only survive that crisis she might get well. The
doctors, as is their way, gave me hope. The immediate crisis seemed to pass and
she held her ground. She was never well enough for a long conversation. We
talked briefly and I would stop as soon as I noticed that she was getting tired.
Sometimes I read to her. One of the books I remember reading out to her in this
way was Pearl Buck’s The Good Earth. She liked my doing this, but our progress
KAMALA :
26 JAWAHARLAL NEHRU was slow.
Morning and afternoon, I trudged from my pension in the little town to the Compulsory English-II
sanatorium and spent a few hours with her. I was full of the many things I wanted
to tell her and yet I had to restrain myself. Sometimes we talked a little of old
times, old memories, of common friends in India; sometimes, a little wistfully, NOTES
of the future and what we would do then. In spite of her serious condition, she
clung to the future. Her eyes were bright and vital, her face usually cheerful. Odd
friends who came to visit her were pleasantly surprised to find her looking better
than they had imagined. They were misled by those bright eyes and that smiling
face.
In the long autumn evenings I sat by myself in my room in the pension,
where I was staying, or sometimes went out for a walk across the fields or through
the forest. A hundred pictures of Kamala succeeded each other in my mind, a
hundred aspects of her rich and deep personality. We had been married for nearly
twenty years, and yet how many times had she surprised me by something new
in her mental or spiritual make-up. I had known her in so many ways and, in later
years, I had tried my utmost to understand her. That understanding had not been
denied to me, but I often wondered if I really knew her or understand her. There
was something elusive about her, something fay-like, real but unsubstantial,
difficult to grasp. Sometimes, looking into her eyes I would find a stranger
peeping out at me.
Except for a little schooling, she had no formal education; her mind had not
gone through the educational process. She came to us as an unsophisticated girl,
apparently with hardy any of the complexes which are said to be so common
now. She never entirely lost that girlish look, but as she grew into a woman her
eyes acquired a depth and fire, giving the impression still pools behind which
storms raged. She was not the type of modern girl, with the modern girls; habits
and lack of poise; yet she took easily enough to modern ways. But essentially
she was an Indian girl and, more particularly a Kashmiri girl, sensitive and proud,
childlike and grown-up, foolish and wise. She was reserved to those she did not
know or did not like, but bubbling over with gaiety and frankness before those
she knew and liked. She was quick in her judgment and not always fair or right,
but she stuck to her instinctive likes and dislike. There was guile in her. If she
disliked a person, it was obvious, and she made no attempt to hide the fact. Even
if she had tried to do so, she would probably not have succeeded. I have come
across few people who have produced such an impression of sincerity upon me
as she did.
I thought of the early years of our marriage when, with all my tremendous
liking for Kamala, I almost forgot her and denied her in so many ways that
comradeship which was her due. For I was then like a person possessed, giving
myself utterly to the cause I had espoused, living in a dream-world of my own,
and looking at the real people who surrounded me as unsubstantial shadows. I
worked to the utmost of my capacity and my mind was filled to the brim with
the subject that engrossed me. I gave all my energy to that cause had little left to
KAMALA :
spare. And yet I was very far from forgetting her, and I came back to her again
JAWAHARLAL NEHRU 27
Compulsory English-II and again as to sure haven. If I was away from a number of days, the thought of
her cooled my mind and I looked forward eagerly to my return home. What
indeed could I have done if she had not been there to comfort me and give me
NOTES strength, and thus enable me to re-charge the exhausted battery of my mind and
body?
I had taken from her what she gave me. What had I given to her in exchange
during these early years? I had failed evidently and, possibly, she carried the deep
impress of those days upon her. With her inordinate pride and sensitiveness she
did not want to come to me to ask for help, although I could have given her that
help more than anyone else. She wanted to play her own part in the national
struggle and not to be merely hanger-on and a shadow of her husband. She
wanted to justify herself to her own self as well as to the world. Nothing in the
world could have pleased me more than this, but I was far too busy to see beneath
the surface, and I was blind to what she looked for and so ardently desired. And
then prison claimed me so often and I was away from her, or else she was ill.
Like Chitra in Tagore’s play, she seemed to say to me: ‘I am Chitra. No
Goddesses to be worshiped, nor yet the object of common pity to be brushed
aside like a moth with indifferences. If you design to keep me by your side in
the path of danger and daring, if you allow me to share the great duties of your
life, then you will know my true self.’
But she did not say this to me in words and it was only gradually that I read
the message of her eyes.
In the early months of 1930, I sensed her desire and we worked together,
and I found in this experience a new delight we lived for a while on the edge of
life, as it were, for the clods were gathering and a national upheaval was coming.
Those were pleasant months for us, but they ended too soon, and, early in April,
the country was in the grief of civil disobedience and governmental repression,
and I was in prison again.
Most of us menfolk were in prison. And then a remarkable thing happened.
Our woman came to front and took charge of the struggle. Woman had always
been there of course, but now there was an avalanche of them, which took not
only the British Government but their own menfolk by surprise. Here were these
women, woman of the upper or middle classes, leading sheltered lives in their
homes- peasant women, working class women, rich women- pouring out in their
tens of thousands in defiance of government order and police lathi. It was not
only that display of courage and daring, but was even more surprising was the
organizational power they showed.
In this upheaval Kamala had played a brave and notable part and on her
inexperienced shoulders fell the task of organizing our work in the city of
Allahabad, when every known worker was in prison. She made up for that
inexperience by her fire and energy and, within a few months, she became the
pride of Allahabad.
KAMALA :
28 JAWAHARLAL NEHRU
All these and many other thoughts came to my mind during my long solitary Compulsory English-II
hours in Badenweiler. My past life unrolled itself before me and there was always
Kamala standing by. She became a symbol of Indian women, or of woman
herself. Sometimes she grew curiously mixed up with my ideas of India, that NOTES
land of ours so dear to us, with all her faults and weaknesses, so elusive and so
full of mystery. What was Kamala? Did I know her, understand her real self? Did
she know or understand me? For I too was an abnormal person with mystery and
unplumbed depths within me, which I could not myself fathom. Sometimes I had
thought that she was little frightened of me because of this. I had been, and was,
a most unsatisfactory person to marry. Kamala and I were unlike each other in
some ways and yet in some other ways very alike; we did not complement each
other. Our very strength became a weakness in our relations to each other. There
could either be complete understanding, a perfect union of minds, or difficulties.
Neither of us could live a humdrum domestic life, accepting things as they were.
Among the many pictures that were displayed in the bazars in India, there
was one containing to separate pictures of Kamala and me, side by side, with the
inscription at the top, the model or ideal couple, as so many people imagined us
to be. But the ideal is terribly difficult to grasp or to hold. Yet I remember telling
Kamala, during our holiday in Ceylon, how fortunate we had been in spite of
difficulties and differences, in spite of all the tricks life had played upon us that
marriage was an odd affaire, and it had not ceased to be so even after thousands
of years of experience. We saw around us wrecks of many a marriage or, what
was no better, the conversion of what was bright and golden into dross. How
fortunate we were, I told her and she agreed, for though we had sometimes
quarreled and grown angry with each other we kept that vital spark alight, and
for each one of us life was always unfolding new adventure and giving fresh
insight into each other.
At the end of January 1936, Kamala left Badenweiler and was taken to a
sanatorium near Lausanne in Switzerland.
Both Kamala and I liked the change to Switzerland. She was more cheerful
and I felt a little more at home in that part of Switzerland which I knew fairly
well. There was no marked change in her condition and it seemed that there was
no crisis ahead. She was likely to continue as she was far a considerable period,
making perhaps slow progress.
Meanwhile the call of India was insistent and friends there were pressing
me to return. My mind grew restless and even more occupied with the problems
of my country.
I discussed the matter with Kamala and consulted with the doctor. They
agreed that I should return to India and I booked my passage by the Dutch K.L.M.
Airline. I was to leave Lausanne on 28th February. After all this had been decided,
I found that Kamala did not at all like the idea of my leaving her. And yet she
could not ask me to change my plans. I told her that I would not stay long in
India and hoped to return after two or three months. I could return even earlier if KAMALA :
she wanted me too. A cable would bring me by air to her within a week. JAWAHARLAL NEHRU 29
Compulsory English-II Four or five days remained before the date fixed for my departure. Indira,
who was at school at Bex nearby, was coming over to spend those last days with
us. The doctor came to me and suggested that I should postpone my return by a
NOTES week or ten days. He could not say more. I agreed immediately and made another
reservation in a subsequent K.L.M. plane.
As these last days went by, a subtle change seemed to come over Kamala.
The physical condition was much the same, so far as we could see, but her mind
appeared to pay less attention to her physical environment. She could tell me that
someone was calling her, or that she saw some figure or shape enter the room
when I saw none.
Early on the morning of 28th February, she breathed her last. Indira was
there, and so were our faithful friend and constant companion during these
months, Dr. M. Atal.
A few other friends came from neighboring towns in Switzerland, and we
took her to the crematorium in Lausanne. Within a few minutes that fair body
and the lovely face which used to smile so often and so well, were reduced to
ashes. A small urn contained the mortal remains of one who had been vital, so
bright and so full of life.
A terrible loneliness griped me and I felt empty and purposeless. I was going
back to alone my home, which was no longer home for me, and there by my side
was basket and that basket contained an urn. That was all that remained of
Kamala, and all our bright dreams were also dead and turned to ashes. She is no
more; Kamala is no more, my mind kept on repeating.
I thought of my autobiography, that record of my life, which I had discussed
with her as she lay in Bhowali Sanatorium. And, as I was writing it, sometimes
I could take a chapter or two and read it out to her. She had only seen or heard a
part of it: she would never see the rest; nor would we write anymore chapters
together in the book of my life.
When I reached Baghdad I send a cable to my publishers in London, who
were bringing out my autobiography, giving them the dedication for the book:
‘To Kamala who is no more’.
Karachi came and crowds and many familiar places. And then Allahabad,
where we carried the precious urn to the swift-flowing Ganga and poured the
ashes into the bosom of that noble river. How many of our forbearers she had
carried thus to the sea, how many of those who follow us will take that journey
in the embrace of her water.
KAMALA : sanatorium : special center especially in the countryside for the medical
30 JAWAHARLAL NEHRU treatment of people suffering from prolonged or chronic
disease or recovering from it made a difference: had an Compulsory English-II
important or marked effect
drained the life : shortened the span or duration of life (drain: make
someone feel tired on account of loss of energy or strength NOTES
;reduce or cause something to reduce)
held her ground : did not give up
trudged : walked with slow, heavy steps
pension : small hotel in Europe
restrain : control
wistfully : sadly or regretfully (about things which cannot be
obtained or enjoyed)
a hundred pictures: countless memories and thoughts
succeeded : followed
we had married for nearly twenty years: Nehru married Kamala in 1916
make-up : here, character
elusive : used here to mean ‘difficult to understand ‘
fay-like : like a fairy
unsophisticated : without refinement or polish , simple and innocent
complexes : emotional or psychological problems
took to : (take to someone or something means start liking someone
or something) here ,used to mean ‘followed’
poise : balance of mind
sensitive : reacting quickly and strongly
bubbling over : full of , overflowing
instinctive : natural
likes and dislikes: what one likes and dislikes
guile : cunning, deceit
denied her : did not accept her, did not show her love and understanding
a person possessed: a wild or mad person (A person in the grip of an evil
spirit is said to be ‘possessed’.)
espoused : supported ( the cause refers to India’s freedom)
haven : safe or peaceful place
cooled my mind: made me clam
impress : mark, imprint, effect
KAMALA :
JAWAHARLAL NEHRU 31
Compulsory English-II inordinate : excessive, beyond limit
hanger-on : used to mean dumb, faithful follower (refer to the
dictionary for the complete Meaning )
NOTES
ardently : strongly and deeply
deign : be willing, condescend
daring : risk
lived on the : were excited on account of their involvement in the
edge of life : struggle for national freedom
the clouds were gathering : there were signs of a crisis. The reference is to
the political situation in the thirties of the last century
upheaval : sudden, violent change in society or politics
civil disobedience : refers to the non-co-operation movement and satyagraha
which formed part of the national struggle for freedom
repression : putting down or controlling with force
avalanche of them : used to mean an endless flow or succession of women
with determination
(avalanche: large amount of ice, snow and rock falling quickly down the
side of a mountain)
Pride of Allahabad : pride of someone/something that fills the people of a
particular place with pride. The people of Allahabad
were proud of Kamala because of her leadership qualities
unplumbed depths : qualities or part of (one’s) nature which are not
completely understood
complement : combine; go well together
wrecks : used to mean people ruined or made unhappy dross ; what
is useless or worthless; here, many marriages ending in
failure
was insistent : was demanding; could not be ignored
Bhowali Sanatorium : located in the Himalayas
dedication : words at the beginning of a book offering it to someone as
a mark of respect, gratitude or remembrance
3.4 SUMMARY
Jawaharlal Nehru was the first Prime Minister of India and the central figure
KAMALA : of Indian Politics during Freedom Movement. He was married with Kamala in
32 JAWAHARLAL NEHRU
1916 and Kamala gave birth to a girl Indira in 1917. Later she gave birth to a Compulsory English-II
boy but he died within one week. Kamala was died in 1936. Nehru was more
than a statesman. The present essay discusses the memories of his wife Kamala.
His portrait of his wife Kamala reveals his frankness, honesty, intimacy, tender NOTES
affection, regret and confessional tone. His style is marked by facility, ease and
force.
Pandit Nehru was released from the jail in 1935, when the news of Kamala’s
critical condition came. She was in a sanatorium at Badenweiler in the black
Forest of Germany. He went there and saw Kamala was weak but there was old
brave smile on her face. She was not well for long conversation. Doctor gave
hope to Nehru. He reads book for her.
He has lot of memories of his wife. Her eyes were bright and vital, her face
was usually cheerful. When he was alone hundreds of pictures and aspects of her
rich and deep personality came in his mind. They have completed 20 years of
married life together.
Kamala has little schooling and no formal education. She was an
unsophisticated girl. She was married at the age of sixteen and never lost her
girlish look during the 20 years. As she grew into woman, she acquired a depth
and fire. She was not the type of modern girl with the modern girl’s habit and
lack of poise but she easily took enough modern ways. She was and Indian girl
and more particularly a Kashmiri girl. She was sensitive and proud, childlike and
grown-up, foolish and wise. She was reserved for unknown but bubbling over
with gaiety and frankness before those she knew and liked.
Kamala was married at the age of sixteen and during the early days of
marriage Nehru had tremendous liking for Kamala. As he was busy in social and
political life, it was difficult for him to give time to her.
During the Civil Disobedience movement against British rule in 1930 most
of menfolk were kept in prison. Then women came to the front and took charge
of the struggle. They were women of upper or middle class, peasant women,
working class women. They showed courage and daring. Kamala was also played
a brave and notable part on her inexperience shoulders in organizing such a work
in the city of Allahabad. She became the pride of Allahabad.
Nehru finds contrast between he and his wife Kamala. They were unlike
each other in some ways and yet in some other ways very alike. They did not
complement each other. Their strength became a weakness in our relations to
each other. There could either be complete understanding, a perfect union of
minds or difficulties.
Kamala left Badenweiler and was taken to a sanatorium near Lausanne in
Switzerland at the end of January 1936. She breathed her last on 28 February.
During her death Indira and Dr. M Atal was there. She was cremated in Lausanne.
A terrible loneliness gripped in the life of Nehru and he felt empty and
purposeless. He returned India with the ashes of Kamala. Her ashes were poured KAMALA :
JAWAHARLAL NEHRU 33
Compulsory English-II in Ganga. Nehru wrote the autobiography with the dedication for the book: ‘To
Kamala, who is no more.’
NOTES
3.5 CHECK YOUR PROGRESS/ SELF-ASSESSMENT
3.6 EXERCISE
KAMALA : *****
36 JAWAHARLAL NEHRU
Compulsory English-II
UNIT - IV
MOTHER TERESA : JOHN FRAZER
NOTES
Index
4.0 Objectives
4.1 Introduction
4.2 Content
4.3 Glossary and notes
4.4 Summary
4.5 Check your progress
4.6 Exercise
4.7 Reference for further study
4.0 OBJECTIVES
4.1 INTRODUCTION
John Frazer was an English Architect and influential teacher. He has written
many books on architect. The present essay describes a great woman Mother
Teresa. Mother Teresa was born in Yugoslavia. She received training as a nun in
Dublin, Ireland and came to Kolkata in 1929 as a teacher. In 1946, she decided
to devote her life to the service of the poor people. Caring for those suffering MOTHER TERESA :
JOHN FRAZER 37
Compulsory English-II from disease, hunger and poverty became her life’s mission. She was a living
example of loving, compassionate service. She has been described as ‘the lady
of the slums, the champion of the poor, the apostle of the unwanted, the angel of
NOTES mercy, saint of the gutters, the gentle mother’.
4.2 CONTENT
4.4 SUMMARY
5. Mother Teresa received the first International Pope John XXIII Peace
Prize from …….
a) India b) Rome
c) England d) Ameria
4.6 EXERCISE
*****
MOTHER TERESA :
46 JOHN FRAZER
Compulsory English-II
UNIT - V NOTES
MARTIN LUTHER KING : R. N. ROY
Index
5.0 Objectives
5.1 Introduction
5.2 Content
5.3 Glossary and Notes
5.4 Summary
5.5 Check your progress
5.6 Exercise
5.7 Reference for further study
5.0 OBJECTIVES
5.1 INTRODUCTION
5.2 CONTENT
5.4 SUMMARY
NOTES
R N Roy was the professor of English in Nagpur University. He has
described the humanitarian mission and achievement of Martin Luther King. He
has compared Martin Luther King with Mahatma Gandhi because what Gandhji
did for the oppressed sections of Indian society, king did for the American Blacks.
Martin Luther King is one of the greatest social reformers in the world. He
was an ardent clergyman who was nurtured in the bosom of the church. He
believed in the equality of man. His mind was deeply distressed by the racial
discrimination he saw around him. According to him the blacks had done more
than their share in building America. They had done hard work, dirty work, and
dangerous work in the mines, on the docks and in the blistering foundries. They
had fought bravely and sacrificed their lives to defend.
The blacks lived in constant economic insecurity in the midst of abundant
material prosperity. They were deprived of normal education and normal social
opportunities. A black could not attend a school or a public amusement park
meant for white. A black could not enter a motel because it was violation of the
law. A black was nobody in his own land. Always he was haunted by the fact
that he was a black.
Martin Luther King and Mahatma Gandhi both championed the cause of
the downtrodden. Mahatma Gandhi championed the rights of harijans
(untouchables) and Martin Luther King fought for the rights of Black American.
Both were peaceful worriers, fighting with the weapon of non-violence against
powers that were armed from head to foot. And both were shot to death by
assassins.
India was a land of saints and all preached the gospel of universal
brotherhood. Indian Society was segregated and a large part of her population
was untouchable. Millions of untouchable were denied all social rights. They
suffered discrimination for ages. Mahatma Gandhi fought all his life against such
inhuman social discrimination.
India was also suffering from British rule. Gandhi embarked upon a
campaign of opposition to British rule in India. Freedom is every nation’s birth
right. He introduced new spirit by his doctrine of ahimsa (non-violence). He and
his followers were struggled hard and at last British quitted India giving freedom
to Indians.
Martin Luther King was deeply impressed by Mahatma Gandhi’s doctrine
of non-violence and his success in social and political fields. He wanted the
blacks to share lunch counters, schools, libraries, parks, hotels and other facilities
with whites. He insisted on having these rights without any further delay. Black
people were suffering from three centuries and a half. He came to national MARTIN LUTHER
KING : R. N. ROY 55
Compulsory English-II attention in 1965 when he led a boycott of the public buses in Montgomery to
protect against segregated on them. After many mass arrests, physical attacks,
tortures and threats, the boycott was successful.
NOTES After the Montgomery victory, king organized the Southern Christian
leadership Conference in 1957. He moved from place to place and delivered
innumerable lectures, conferred with heads of state and discussed the problems
of the blacks with leaders. King becomes powerful speaker. He delivered the
most impressive oration of his career in 1963 when 250000 Americans of all
faiths, races and creeds assembled together to march on Washington. King’s
active career extended from 1957 to 1968. During this brief career he led
numerous protest demonstrations in the south as well as in the north.
Martin Luther King was the peaceful warrior. His followers were suffered
a lot. They were abused and stoned by the mob, slapped and kicked by the police
and jeered by some of their own man. They suffered all this without ever lifting
a hand in self-defense. He was recognized for his peaceful methods and was
awarded the Nobel Peace Prize in 1964. He was assassinated in 1968.
Martin Luther King was the pride of the world and the world mourns his
tragic death. He belonged to a century that is the most brutal, the wickedest since
the dark ages, and a contrast between him and his century is a contrast between
day and night.
He gave his great mind to great thoughts when other great minds wasted
themselves on petty, selfish pursuits; he was a rock of conviction at a time when
men believed in nothing. He maintained his personal dignity unimpaired in an
age of fawning and servility. He was a peaceful warrior when men invented
deadly weapons to kill one another. The world will admire him as long as virtues
are admired and it will worship him as long as apostles of peace are worshiped.
2. Martin Luther King was awarded The Nobel Prize for Peace in …
a) 1963 b) 1964 c) 1960 d) 1954
MARTIN LUTHER
56 KING : R. N. ROY
3. The writer R N Roy has compared Martin Luther King with ………. Compulsory English-II
a) Mahatma Gandhi b) Pandit Nehru
c) Abraham Lincoln d) John Kennedy
NOTES
4. Martin Luther King belonged to ………. Century.
a) 18th Century b) 19th Century
c) 20th Century d) 21st Century
5. For about ………., twenty million Blacks silently sobbed and sighed.
a) Hundred years and a half
b) three centuries and a half
c) two centuries and a half
d) four centuries and a half
5.6 EXERCISE
UNIT - VI NOTES
SRIKANTHA BABU :
RABINDRANATH TAGORE
Index
6.0 Objectives
6.1 Introduction
6.2 Content
6.3 Glossary and Notes
6.4 Summary
6.5 Check your progress
6.6 Exercise
6.7 Reference for further study
6.0 OBJECTIVES
6.1 INTRODUCTION
6.2 CONTENT
6.4 SUMMARY
6.6 EXERCISE
NOTES
*****
SRIKANTHA BABU :
RABINDRANATH
TAGORE 69
Compulsory English-II
NOTES
SECTION – B
APPLIED SKILLS
70
Compulsory English-II
UNIT - VII
ESSAY WRITING
NOTES
Index
7.0 Objectives
7.1 Introduction
7.2 Content
7.2.1 Paragraph Writing
7.2.2 Essay Writing
7.2.3 Types of Essay
7.3 Summary
7.4 Suggestions for developing Essay Writing skills
7.5 Exercise
7.6 Reference for further study
7.0 OBJECTIVES
7.1 INTRODUCTION
7.2 CONTENT
A) Introduction-
Writing a paragraph is an important step in the development of the essay.
Words are made from alphabets and the systematic arrangement of words makes
sentences. Paragraph is a series of sentences that are organized in a coherent way
and are all related to a single topic. Careful organization of sentences is perhaps
the most important step of all in creating an easy to understand piece of writing.
Almost every piece of writing needs to be organized into paragraphs. Different
paragraphs related to one main topic makes Essay or Passage.
Paragraph can contain many different kinds of information. It contains long
illustrations of a general point or a series of brief examples. Sometime it describes
a place, character or process. It can compare or contrast two or more things. It
can also narrate some incidents or events. It depends on the kind of information
given in the topic.
A) Introduction-
Writing good essay is an art and it can be achieved by reading, meditation
and practice of writing. The essay writing requires comprehensive knowledge
over a variety of subjects and good command over the language. Now a day’s
essay writing is an integral part of almost every competitive examination.
Essay writing is a skill which needs patience, concentration, diligence and
inclination. The literal meaning of essay is ‘an attempt’. So an essay is an attempt
at conveying one’s ideas on a particular topic in a simple, clear and precise
language which is literary and idiomatic. The language of the essay should be
simple and lucid.
Essay is an expression of the views and thoughts of an individual on a given
topic. An essay can be impressive only if the ideas are placed in a sequence,
based on logic and reasoning. Essay covers variety of subjects such as
biographical essays, essay on current topics, descriptive essays, narrative essays,
imaginative essays, reflective essays, argumentative essays, expository essays
etc…
Conclusion
Essay test your communication skill such as how you explain, write clearly
and the ability to present argument. You must have a good knowledge of basic
grammar of English. Make an outline of the essay before begin to write essay. It
should include introduction, main body of the essay which contains separate
paragraphs for developing the essay and a conclusion.
74 ESSAY WRITING
• Introduction – Introduction is the important part in a good essay which Compulsory English-II
attracts the attention of the reader and creates interest to read the essay.
The function of the introduction is simply to introduce the subject and
summarize the essay and its goal. It should explain briefly what you want NOTES
to say about the topic and how you intend to deal with it. Introduction
must be short only one or two paragraphs. You can use any quotation
related to the topic in introduction. The introduction should be emphatic
and leave an impression on the mind of the reader.
• Main body – Main body include the discussion about the topic of the
essay. You have to write paragraphs making an argument related to the
topic or supporting an argument. Give different information about the
topic. If possible give some examples and elaborate the topic. The entire
matter should be in ordered manner in paragraphs.
• Conclusion- you have to write short conclusion at the end of the essay.
The purpose of the conclusion is to sum up your information or argument.
The conclusion should be effective because it create impression on reader.
A) Narrative Essay-
Narrative essay is a type of essay which narrates an events, incidents and
experiences. We have to use chronological sequence of events about the subjects.
Some examples of narrative essays –
• My First day in Senior College
• Memorable Incident in My Life
• An Accident on Street
• A Visit to Bird Sanctuary
• My First Interview for Job
• A Visit to Historical Place
B) Descriptive Essay-
Descriptive essay describes a particular person, object and place in simple
and lucid manner in interesting way. We should have keen observation skill to
give much detail about the topic of essay. Some examples of descriptive essays
–
• My Native Place
• The Postman
• My Best Friend
• The Blessing of Science
• My Favorite Book
Sometimes it is difficult to make difference between narrative and
76 ESSAY WRITING descriptive essay clearly. Both are akin to each other and include narration as
well as description. Narrative essay has description and Descriptive essay has Compulsory English-II
narration.
Superstitions
Many times people believe in things which are not really logical or
reasonable for example, many people believe that if a cat especially a black cat
crosses your path then your work will not be done. Actually there is no evidence
to show that this is true. But these people do not wait to find out whether it is
true or not. As soon as they see a black cat crossing their path they turn around
go back and then start all over again. They don’t think that they have blind faith
in their belief.
Some superstitions originated simply from good advice for example it is
said that you should not drink anything from a chipped of cracked glass. People
in Iceland believe that it is unlucky to shoot a seabird that follow a boat. There
is no harm in acting upon such beliefs. But some other beliefs are quite absurd
and they can cause a lot of trouble or even harm.
You can see how absurd some superstitions are, if you compare the beliefs
in two countries or two regions. Some people think that the Owl is a bird of ill
omen it stands for bad things. But in some other region it is worshiped and
supposed good omen. The bird owl is not aware of either of these beliefs. It does
not bother with human beings at all.
It is easy to laugh at such people but aren’t we all the same in this respect?
There might be some exceptions but we all have some silly beliefs or the other
lurking somewhere in our minds. We need to look within carefully to see, it there
is a silly belief hiding in our some corner of our mind.
If there is one, it won’t come out and leave your mind easily. You will have
to catch it with the tongues of reason that is with the power of your own mind to
think, understand, analysis etc. next you will have to give it the test of honest
proof once twice three times. And finally you will have to find the courage to
throw it out of your mind. That silly belief is nothing but a superstition a fear or
feeling that if you do or don’t do something you have a bad luck or good luck.
D) Argumentative Essay-
An argumentative essay is a type of essay that presents arguments about
both sides of an issue. It could be that both sides are presented equally balanced,
or it could be that one side is presented more forcefully than the other. It all
depends on the writer, and what side he supports most. The purpose of an
argumentative essay is to convince the reader that your viewpoint is true or
correct. An argumentative essay is an essay that uses evidence and facts to
support the claim it’s making. Its purpose is to persuade the reader to agree with
78 ESSAY WRITING
the argument being made. A good argumentative essay will use facts and evidence Compulsory English-II
to support the argument, rather than just the author’s thoughts and opinions.
Some examples of argumentative essay –
NOTES
• Television: Boon or Curse
• Should Examination be Abolished
• Students and Politics
• Reservation and Politics
ESSAY WRITING 79
Compulsory English-II
7.3 SUMMARY
NOTES
This unit discusses the skill of essay writing and its importance in
professional career. Paragraph writing is the first step in the development of the
essay. We have seen the techniques of writing paragraph and characteristics of
good paragraph. Then we have discussed how to develop essay in systematic
way. There are different types of essay such as narrative essay, descriptive essay,
reflective essay and argumentative essay. Some examples of essays are also given
for reference.
Generally students write essays only in examination. But if you practice to
write essay before it, it will improve your skill. It will enhance your confidence
and you can plan your essay very well in short time. You might have heard the
phrase ‘practice makes man perfect’, this applies to almost everything in your
life such as singing, music, cycling, swimming etc… Essay writing is also skill
which can be mastered by practice again and again.
7.5 EXERCISE
NOTES
Q. Write a well-organized essay in 200 to 300 words.
1) Unemployment in India
2) Terrorism in India
3) Education in India
4) Challenges before Indian Economy
5) Caste System in Modern India
6) Crimes against Women
7) Reservation and Politics
8) Right to information
9) Honour Killing
10) Social Media
*****
ESSAY WRITING 81
Compulsory English-II
NOTES
UNIT - VIII
WRITING ADVERTISING COPY
Index
8.0 Objectives
8.1 Introduction
8.2 Content
8.2.1 Copy Writer and Copy Writing
8.2.2 Structure of Advertisement
8.2.3 Language of Advertisement
8.2.4 Devices used for Advertisement
8.3 Summary
8.4 Suggestions for writing Advertisement
8.5 Exercise
8.6 Reference for further study
8.0 OBJECTIVES
8.1 INTRODUCTION
8.2 CONTENT
Print Media-
Newspapers, magazine, journals, leaflets, brochures, pamphlets, posters etc.
are the print Medias. This is expensive than the electronic media but it has an
easy access to the public at large. It is more intimate way to engage the consumer.
Electronic Media-
Electronic media uses the electronic devices such as Radio, Television and
Internet. These are the means of mass marketing. It is the fastest, cheapest and
easiest way to reach millions of potential customers in the word. Radio is an
audio medium whereas Television is an audio-visual medium. These are
immensely powerful modes of advertisement. Television advertises have the
advantage of sight, sound, movement, and color to persuade a customer to buy
the product.
Today internet has become more powerful mode of advertisement with the
rise of science and technology. Large number of people in the world uses internet
for various purposes like career, marketing, online shopping and banking.
Here in this unit we will focus only advertisement in print media. This
section is further divided into three subsections as copy writing, structure of
advertisement and language used in advertisement.
Writing Advertising
Copy 85
Compulsory English-II 8.2.2 Structure of Advertisement
Advertising is one of the most complex and challenging phenomena.
Today’s age is known as the age of advertisement. We see the advertisements
NOTES everywhere in newspaper, magazine, Radio, television, internet etc. It is a
powerful means of information from the producer to the consumer. It represents
a form of communication directed at large number of people, a particular way of
interaction between language and media. Advertising appears to be homogenous,
cross cultural and speaks a kind of universal language. See some examples of
advertisement.
Headline-
Headlines which are used for advertisement in newspaper and magazine or
television should be effective. Generally people read the headline of the
advertisement. There are a lot of advertisements on single page of the newspaper
or magazine and there are many advertise on single page. There is competition
among the different advertisement to attract the attention of reader. So headline
must be catchy.
Headlines are usually written in capital letters and are very short. The words
used in them are simple and easy to understand. They appeal to the self-interest
of the reader and viewer. The headlines have several functions. They attract the
attention of reader, increase curiosity, arouse emotions, appeal to feelings, focus
the object or brand etc.
e.g. Lifestyle for a lifetime at Affordable Price
Come…. See…. Possess
Most important information about the product is brand name which is
generally included in heading or Headline.
Writing Advertising
86 Copy
Body copy- Compulsory English-II
The body copy is an important part of the advertisement. It provides details
about the product or the current offer and it supports the headline. It gives
information about the qualities of the product, use and benefits, different offers, NOTES
guaranty and warranty etc. Mostly the present tense is used in the body copy. It
also gives testimonial from customers, expert’s opinions, and narrative about the
product or a customer.
At the end or bottom you should have to give address details such as
Address of the company, contact no, Fax and email or website. It is useful for
communication. Many organizations avoid to give full or detailed address instead
of contact, come and see for yourself, visit such words or phrases are used.
Tagline or Slogan –
This is also called the brand slogan. Advertising slogan describes a brand
or a company name. They express the importance and benefits of their product.
They are used everywhere from print media to online advertisement. They are
phrased in such a way that the consumer is likely to remember them. They are
always short and epigrammatic in nature. Generally slogans make use of initial
capitalization or every letter capital. They normally include used proven words
and short phrases or sentences.
Taste The Thunder is the slogan of Thumps Up.
The Complete Man is the slogan of Raymond’s
Drive Your Man Crazy is the slogan of Boroplus.
My Bikes Bette Half is the slogan of Castrol.
Logo-
A logo is a picture or drawing that is used by person, group or company to
mark who they are. It is words or symbols of brand. A good logo shows that what
a company does and what the brand value. It identifies key information about
your business. It serves to represent a given organization or company through a
visual image that can be easily understood and recognized. According to Writing Advertising
Wikipedia, ‘A logo is a graphic mark, emblem, or symbol used to aid and Copy 87
Compulsory English-II promotes public identification and recognition. It may be of an abstract or
figurative design or include the text of the name it represents as in a word mark’.
Following are some examples of logo-
NOTES
8.3 SUMMARY
8.5 EXERCISE
Writing Advertising
94 Copy