the articles that revealed the e-mails concerning Merck’s conduct towards their patients reduced their credibility. This further led to the questioning of the company ethics affecting their public image. The company resulted to the provision of open letters that were aimed at removing the public’s negativity towards the company. These responses were persuasive in that they were reflective of the Aristotle ethos concerning restoration of credibility. Despite this

release of this statement came at a time when the reputation of the company could not be restored.

I was glad that Merida the main protagonist had been made into a different kind of princess. Merida is a girl who is skilled with her bows and arrows and his father is the king of the Scottish kingdom. The king wants her daughter to be a proper lady like and loyal princess but this seems impossible as her daughter chooses archery. She is defeats all her suitors in shooting the archery and decides to go to a witch who can help her change her fate. The spell she is given turns her mom into a bear which is dangerous as the people of the Scottish kingdom are on the look out of a bear Mor’du that attacked the kingdom sixteen years ago and they had decided they would take revenge. In the end her mother turns back into human after Merida puts the sewn tapestry on her.