Appeasement Policy- Failure

Appeasement was the policy adopted by the British and French prime ministers in 1930s towards Germany. The aim of which was to settle international quarrels by satisfying Germany’s grievances, thereby avoid the resort to war which in other words, maintain peace. There are several reasons to why the appeasement policy was adopted. Such as, Britain and France were both suffering from economic depression and thus felt that they could not afford to spend a large expenditure on arms to combat Germany.Besides, there was a feeling that the treaty of Versailles was too harsh towards Germany and it was reasonable to reduce the policies. The appeasement policy was based on the idea that what Hitler wanted was reasonable and when his reasonable demands had been satisfied, he would stop. However it gave Hitler the confidence to demand more land, such as taking over Czechoslovakia, another step towards the Greater Germany. Later on Hitler demanded the Polish Corridor and Danzig in August 1 939, which eventually resulted in war.The appeasement policy fueled Hitler's actions to further devalue the Treaty of Versailles. Hitler broke the treaty of Versailles by sending troops to Rhineland, in addition to that Germany united with Austria which was originally banned in the Treaty of Versailles. At the same time, Germany gained time to build up their armed force and gain more military power. The policy aggravated Hitler’s ambitions and aggressions; he decided that Britain and France were unlikely ever to oppose him by force. Germany attacked Poland which at last led to WWII.If France and Britain had stood up to Germany then Hitler would not have been so bold in what he was doing. If they did not adopt the appeasement policy, they might be able to force him to back down without a fight or defeated Germany in a much shorter, less destructive war. Instead they kept giving Hitler what he wanted, hoping to appease him, which ended up Germany getting stronger and stronger u ntil defeating her required a catastrophic war. In conclusion, the appeasement policy was not effective in maintaining peace; instead it aggravated Hitler’s confidence and aggression which in the end led to WWII.

Kingship in Macbeth Essay

In his first appearance, King Duncan performs two of the basic duties of a king: punishing the bad and rewarding the good. Upon learning of the treachery of Cawdor and the heroism of Macbeth, he says, â€Å"No more that thane of Cawdor shall deceive / Our bosom interest: go pronounce his present [immediate] death, / And with his former title greet Macbeth† (1.2.63-65). The phrase â€Å"bosom interest† means â€Å"vital interests,† but â€Å"bosom† suggests that a relationship of love should exist between a king and his subject. Soon after the witches hail him as â€Å"Thane of Glamis,† â€Å"Thane of Cawdor,† â€Å"and king hereafter!† (1.3.50), Macbeth receives the news that he has been named Thane of Cawdor. This news throws him into a reverie, in which he says to himself, â€Å"Two truths are told, / As happy prologues to the swelling act / Of the imperial theme† (1.3.127-129). Macbeth’s metaphor is dramatic, or musical; he seems to be imagining himself as making a grand entrance as king, or maybe as an emperor, a king of kings. Just as the King is commenting on the treachery of the former Thane of Cawdor, in comes the new Thane of Cawdor, Macbeth. The King greets Macbeth as â€Å"worthiest cousin!† (1.4.14) and says in several different ways that he can’t thank him enough. Macbeth answers with heroic modesty that â€Å"The service and the loyalty I owe, / In doing it, pays itself† (1.4.22-23). That is, it’s payment enough to know that he did the right thing as a loyal servant of the King. Then Macbeth adds, Your highness’ part Is to receive our duties; and our duties Are to your throne and state [stateliness, dignity] children and servants, Which do but what they should, by doing every thing Safe toward your love and honour. (1.4.23-27) â€Å"Safe toward† means â€Å"to secure† or â€Å"to safeguard†; the idea is that it is every subject’s duty to do everything he can for the king, both to keep the king safe and to earn the king’s love and respect. Macbeth’s speech pictures King Duncan as the loving father of a happy family, but Macbeth is already thinking about killing him. When Lady Macbeth receives her husband’s letter about the witches’ prophecies, she is only worried that her husband is â€Å"too full o’ the milk of human kindness / To catch the nearest way† (1.5.17-18). But she’s sure she has no such problem, and she’s eager for the chance to make him see things her way. Holding the letter, and speaking to Macbeth (even though he hasn’t arrived yet) she says, â€Å"Hie thee hither, / That I may pour my spirits in thine ear; / And chastise with the valour of my tongue / All that impedes thee from the golden round,† (1.5.25-28). We might say that she’s going to nag him, but she believes that she is going to enable him to reach his potential. She will â€Å"chastise† (make him ashamed of) everything in him that prevents him from being evil enough to be king. Shortly, Macbeth appears and tells her that King Duncan will be staying with them that night. Lady Macbeth declares that King Duncan will never leave their castle alive and advises Macbeth to be a good hypocrite. He must give the king a warm welcome, the better to kill him that night. Apparently Macbeth shows a little reluctance, because she says, He that’s coming Must be provided for: and you shall put This night’s great business into my dispatch; Which shall to all our nights and days to come Give solely sovereign sway and masterdom (1.5.66-70) â€Å"Sovereign† means not only â€Å"kingly† but also â€Å"absolute.† Lady Macbeth is telling her husband that if he will only do as she tells him, they will be king and queen, with power over all. To her, the essence of kingship is ruthless power. When King Duncan is greeted by Lady Macbeth, he makes a little joke about the social difficulties of being king. He says to her: See, see, our honour’d hostess! The love that follows us sometime is our trouble, Which still we thank as love. Herein I teach you How you shall bid God ‘ield us for your pains, And thank us for your trouble. (1.6.10-14) Duncan’s whole speech is based on our ancient custom of a guest saying something like â€Å"I don’t want to trouble you,† and the host replying with some version of â€Å"It’s my pleasure.† By saying that his people’s love is sometimes his â€Å"trouble,† King Duncan is saying that his loving people go to a great deal of trouble for him, and he’s troubled by the fact that they take all that trouble. Nevertheless, when people take trouble for him, he knows that they do it because they love their king, and so he thanks them for their love. Next, referring to himself royally as â€Å"us,† the King jokingly tells Lady Macbeth that he’s saying all of this so that — instead of him thanking her for taking trouble — she will thank God and him for giving her trouble. While King Duncan is at dinner Macbeth almost talks himself out of the murder. He reflects that King Duncan is a good king, not arrogant or selfish. Macbeth says to himself that the king â€Å"Hath borne his faculties [royal powers] so meek, hath been / So clear [uncorrupted] in his great office, that his virtues / Will plead like angels, trumpet-tongued, against / The deep damnation of his taking-off† (1.7.17-20). The day after the murder of King Duncan, Ross speaks with an old man. The Old Man’s memories go back seventy years, but nothing he can remember compares to what has happened during this night: â€Å"I have seen / Hours dreadful and things strange; but this sore night / Hath trifled former knowings† (2.4.2-4). Ross replies â€Å"Ah, good father, / Thou seest, the heavens, as troubled with man’s act, / Threaten his bloody stage† (2.4.4-6). The â€Å"heavens† are the heavens above, where God lives, and they are also the upper regions of Shakespeare’s Globe theater. Ross is saying that the heavens frown angrily (â€Å"threaten†) as they look down upon man playing his part on the stage of life, which has been made bloody by the murder of King Duncan. King Duncan should have been honored and loved, so his murder was unnatural, and Ross and the Old Man go on to tell each other of all the unnatural things that have been happening lately. They do not know that Macbeth is the murderer, but as they speak we can see that the unnatural events reflect the contrast between King Duncan and Macbeth. The Old Man says that â€Å"On Tuesday last, / A falcon, towering in her pride of place, / Was by a mousing owl hawk’d at and kill’d† (2.4.11-13). The falcon’s â€Å"pride of place† is the highest point of its flight. And the owl, which usually catches mice on the ground, went up instead of down, and killed a falcon. Also, a falcon is a day creature, and a royal companion, while the owl is an untamable bird of night and death. If things in nature stands for things in human life, King Duncan was the falcon, and Macbeth the owl. Even worse, King Duncan’s horses, â€Å"Beauteous and swift, the minions of their race, / Turn’d wild in nature, broke their stalls, flung out, / Contending ‘gainst obedience, as they would make / War with mankind.† (2.4.15-18) A â€Å"minion† is someone’s favorite. Macbeth and Lady Macbeth were King Duncan’s minions. The King showered them with honors and gifts, but they turned wild and made war on their master. Thus the point is made that Macbeth’s murder of his king is a crime against nature. Just before he sends the murderers to kill Banquo, Macbeth has a soliloquy in which he states his fear of Banquo. He says that Banquo has â€Å"royalty of nature† (3.1.49), and courage, and wisdom. Macbeth also says, â€Å"under him, / My Genius is rebuked† (3.1.54-55). A man’s â€Å"Genius† is his guardian spirit, but Macbeth isn’t being particularly mystic here. He feels that Banquo is naturally superior to him, and just being near Banquo makes Macbeth feel ashamed of himself. For example, he recalls, Banquo defied the witches and challenged them to speak to him. (In contrast, we should remember, the witches’ prophecy put Macbeth into a kind of trance, a reverie of ambition and murder.) In short, Macbeth feels that Banquo is more fit to be king than he is, and for that, he’s going to murder him. After he becomes king, Macbeth has a moment when he tries to be the kind of king that King Duncan was, humble and mild. At his feast Macbeth welcomes everyone, saying, â€Å"You know your own degrees; sit down. At first / And last the hearty welcome† (3.4.1-2). The â€Å"degrees† of the guests are their social ranks. Normally, each guest would receive an individual greeting and then be escorted to his seat, with the highest ranking person sitting closest to the king, and the next highest the next closest, etc. Macbeth tells them that they know where they should sit, and welcomes everyone at once. He will â€Å"play the humble host† (3.4.4), and sit among them, showing how friendly and down-to-earth he is, even though he is now the king. However, he can’t keep up his act because un uninvited guest shows up — Banquo’s bloody ghost. Lennox and another Scottish lord have a conversation in which both of them refer to Macbeth as a â€Å"tyrant.† It’s clear from their conversation that life under a tyrant is a life of fear and lies. Because Macbeth has many spies, they need to be careful what they say and to whom they say it. As the scene opens, they have just gotten to the point at which they are sure that they are on the same side and have many of the same thoughts. As Lennox says, â€Å"My former speeches have but hit your thoughts, / Which can interpret further† (3.6.1-2). Perhaps the other Lord nods agreement, because Lennox now launches on a string of sarcasms about Macbeth. Lennox says, â€Å"The gracious Duncan / Was pitied of Macbeth: marry, he was dead† (3.6.4). This bitter joke describes both Macbeth’s facade — that he was sorry for King Duncan — and the truth about Macbeth, which was that he was sorry for King Duncan only after he killed him. Then Lennox proceeds to ridicule Macbeth’s version of everything that has happened to this point. Banquo died because he took a walk after dark, and Fleance must have killed him, because Fleance ran away. And speaking of that, wasn’t it terrible for Malcolm and Donalbain to kill their father? And of course Macbeth felt terrible about Duncan’s murder, which is why he killed the only two possible witnesses, Duncan’s grooms. If Malcolm, Donalbain, and Fleance were in Macbeth’s power, he’d certainly teach them a lesson or two about killing a father! After a bit, Lennox drops the sarcasm and turns to the subject of Macduff. He has heard that Macduff has gotten on Macbeth’s bad side because Macduff used some â€Å"broad words† (3.6.21) about Macbeth, and because he failed to show up for Macbeth’s banquet. Does the other Lord know, Lennox asks, where Macduff might be? The other Lord does know. Macduff is on his way to the English court, where Malcolm has been respectfully received by King Edward the Confessor. Macduff has gone to plead with King Edward to help Malcolm by sending to Scotland the forces of Northumberland and Siward, two English nobles famous as warriors. If Macduff is successful, Scotland will be freed of Macbeth’s tyranny. Then â€Å"we may again / Give to our tables meat, sleep to our nights, / Free from our feasts and banquets bloody knives, / Do faithful homage and receive free honours† (3.6.33-36). Under Macbeth’s tyranny, fear of his bloody knife darkens every moment of a person’s life. In contrast to this reign of terror, a true king is given â€Å"faithful homage† and he awards â€Å"Free honours.† Free honours are given by a king in recognition of service; they are â€Å"free† in the sense that person honored does n’t have to be a tyrant’s yes-man in order to receive them. When Macbeth seeks out the witches, he curses them, calls them hags, and demands that they answer his questions. They give him their prophecies, the last of which is that Banquo will be the progenitor of a long line of kings, stretching to James of Scotland and England. Macbeth is stunned, and the first witch says that they will cheer him up with music and a dance, so â€Å"That this great king may kindly say, / Our duties did his welcome pay† (4.1.131-132). The witch is being sarcastic. Macbeth is a tyrant, even to witches, and gave them no welcome; they repaid his angry demand for answers with deceptive and frightening â€Å"duties† — their prophecies. As the witches are the opposite of dutiful subjects, Macbeth is the opposite of a great and kindly king In England, Macduff pleads with Malcolm to lead an army against Macbeth. Eventually, Malcolm says that he will, but first he tests Macduff’s intentions. He wants to find out if Macduff wants what is best for Scotland, or just wants to defeat Macbeth. Malcolm begins his test by saying that Scotland will suffer even more after Macbeth is crushed. The reason: Malcolm will be more evil than Macbeth. First, Malcolm says that he will be so lustful that â€Å"your wives, your daughters, / Your matrons and your maids, could not fill up / The cistern of my lust† (4.3.61-63). Macduff’s response is more than a little wimpy. He says that uncontrolled lust is bad, but he’s sure that Scotland can provide Malcolm with enough willing women to satisfy him. But Malcolm goes on to declare that he’s also so avaricious that â€Å"were I king, / I should cut off the nobles for their lands, / Desire his jewels and this other’s house: / And my more-having would be as a sauce / To make me hunger more† (4.3.78-82). Macduff admits that avarice in a king is even worse than lust, but he’s sure that Scotland has abundance enough to satisfy Malcolm. Such lust and avarice would be bearable, balanced against good qualities. â€Å"But I have none† (4.3.91), Malcolm answers. He goes on to assert that he has not a single virtue that a king needs. Not only that, but he is positively evil, so evil that â€Å"had I power, I should / Pour the sweet milk of concord into hell, / Uproar the universal peace, confound / All unity on earth† (4.3.97-100). After describing himself as the worst possible person on the face of the earth, Malcolm then asks Macduff if someone like him is fit to govern. â€Å"Fit to govern! / No, not to live† (4.3.102-103), Macduff bursts out. Then he laments the fate of Scotland and is about to storm off, but Malcolm calls him back and unsays everything he’s just said about himself. He is, he now says, chaste, generous, and trustworthy. In short, he wil l be a true king, not the tyrant that Macbeth is. After the tyranny of Macbeth is contrasted with the goodness of Macduff and Malcolm, we are again reminded of what a good king should be. A doctor enters and tells Macduff and Malcolm that a crowd of sick people are waiting to be cured by the English king. Their sickness can’t be cured by doctors, but only by the king: â€Å"at his touch– / Such sanctity hath heaven given his hand– / They presently amend† (4.3.143-145). The doctor leaves, and Macduff asks what disease he was talking about. Malcolm explains, â€Å"‘Tis call’d the evil† (4.3.146). (The disease is scrofula, which causes ugly swellings of glands in the neck. It was called â€Å"the king’s evil† because of the popular idea that a holy king could cure it by touching the diseased person.) Malcolm goes on to speak of what a miracle-worker the English king is. He brings God’s healing power to his people, and it’s a wonder, because â€Å"How he solicits heaven, / Himself best knows† (4.3.150). In addition to being able to heal the sick, the English king â€Å"hath a heavenly gift of prophecy, / And sundry blessings hang about his throne† (4.3.157-158). Malcolm doesn’t mention Macbeth, but the only apparent reason for this description of the English king is to provide a picture of heavenly good to contrast with Macbeth’s hellish evil. Shortly after, news comes of Macbeth’s most recent act of tyranny — the slaughter of Macduff’s innocent wife and children. When she walks in her sleep, Lady Macbeth relives the moment just after the murder of King Duncan, when her husband could do nothing except stare at his bloody hands holding the bloody daggers. In her sleep she says to him, â€Å"What need we fear who knows it, when none can call our power to account?†(5.1.37-39). Her point is that Macbeth is king (or about to be) and therefore it doesn’t matter who knows that he murdered King Duncan. She thinks (or thought) that kingly power would solve all problems, but it doesn’t save her from madness. When he is brought news of the approach of the English army, Macbeth knows that he could lose the battle, and he tries to find a way to accept defeat. In a famous passage, he tells himself that his life is not worth living: I have lived long enough: my way of life Is fall’n into the sear, the yellow leaf; And that which should accompany old age, As honour, love, obedience, troops of friends, I must not look to have; but, in their stead, Curses, not loud but deep, mouth-honour, breath, Which the poor heart would fain deny, and dare not. (5.3.22-28) We can see that Macbeth now understands the consequences of being a tyrant. He rules only by fear, which means that all those he rules hate him. Standing before Dunsinane, Siward, the leader of the English troops, comments to Malcolm: â€Å"We learn no other but the confident tyrant / Keeps still in Dunsinane, and will endure / Our setting down before ‘t†. ) He means that Macbeth seems to be so confident of the strength of his castle that he’s willing to let his enemies lay siege to it, rather than going on the attack. Malcolm replies that Macbeth really doesn’t have a choice: â€Å"Both more and less have given him the revolt, / And none serve with him but constrained things / Whose hearts are absent too† . By â€Å"more and less† Malcolm means both the nobles and the common soldiers; Macbeth the tyrant controls only those who are within reach of his sword. In the final scene, Macduff, carrying Macbeth’s head on a pole, hails Malcolm as king of Scotland and says, â€Å"Behold, where stands / The usurper’s cursed head: the time is free† . The â€Å"time is free† because they are all now free of Macbeth’s reign of terror over Scotland. Macduff then leads the men in a shout of victory and loyalty. He says, â€Å"I see thee compass’d with thy kingdom’s pearl, / That speak my salutation in their minds; / Whose voices I desire aloud with mine: / Hail, King of Scotland!† . Macduff knows that these thanes already think of Malcolm as their king, and now he asks them to join him in shouting out loud, â€Å"Hail, King of Scotland!† And so they do, honoring Malcolm, above whose head looms the severed head of Macbeth.

Everyday Use by Alice Walker Essay

A loving mother The unconditional love of Mama towards Dee and Maggie is shown. For example, ‘I will wait for her (Dee) in the yard that Maggie and I made so clean†¦Ã¢â‚¬â„¢ Mama takes good care of the house in order to create a comfortable living environment for them. Also, mama saves money to send Dee to study in Augusta as to receive a better education although she is poor. Mama gives the best to her daughter. Tough and strong There is a long description portraying the masculine side of Mama. ‘In real life I am a big-boned woman with rough, man-working hands†¦I can kill and clean a hog as mercilessly as a man.’ shows Mama belongs to the labor class. Readers may guess that Mama is a single mother as her husband is mentioned once. Mama seems to bring teo daughters up by herself. Poor and uneducated The narrator directly divulges the education level of Mama: ‘I never had an education myself†¦sometimes Maggie reads to me.’ She can’t break through this poor life. Patient When mama asked what happen to ‘Dee’, Dee replied, ‘She’s dead’ which shows her inconsideration towards identity. Instead of blaming Dee, Mama accepts the big chances of Dee. Mama asks her about her new and complicated name: ‘How do you pronounce this name?’ I asked. ‘You don’t have to call me by it if you don’t want to.’ said Wangero ‘Why shouldn’t I?’ I asked. The one who understand the meaning of quilts /mature Mama explains the family tree and who is Dee’s named after in details. At las, she gives the quilts to Maggie because she knows Maggie also understand its importance and will treasure the quilts. -> However, the dream/thought of Dee and Mama is to be brought together on a TV program reveals the distant relationship between the two and also how Mama remains a practical woman with few illusions and dream of how things are. Voice (whether she can be trusted) of the narrator The voice of the narrator is trustful as she is honest to divulge everything to readers. Mama doesn’t feel ashamed about her education level and outlook. As a narrator, Mama reveals her background information directly: ‘I never had an education myself’; ‘In real life I am a big-boned woman with rough, man-working hands’. She also has no hesitation on talking about she has a daughter who walks like a lame animal.

The Accumulation Of Plastics In The World's 5 Gyres And How It Can Be Essay

The Accumulation Of Plastics In The World's 5 Gyres And How It Can Be Stopped - Essay Example The scale of plastic contamination found in the ocean water is immense. Epic amount of plastic debris has been observed floating on the ocean water beginning from the polar areas to the equator zone. The only solution to the issue is to stop dumping plastic waste in to the sea and minimize the use of plastic by switching to other alternatives where ever possible so that least plastic waste is produced. The disposal of plastic is immensely a problematic issue since much of it have been accumulating in to the enormous islands in the oceans, or gyres that are further continuing to accumulate or disintegrate in to several tiny pieces due to which sea creatures and people consume these plastic debris as we eat the marine animals. It was shocking to get to know that there are five such gyres of plastic accumulate, which is extremely hazardous for both the marine and the land habitat. Numerous marine animals die every year due to the pollution in ocean as they either ingest or get entangled in marine debris that is the waste disposed by us in to the rivers, oceans and other water ways. A vast portion of this waste reaches the seas through the rivers. Almost 80 percent of the trash emanates from the landfills as well as from other urban sources. This waste then accumulates in gyres that are the areas of low winds and slow spiraling water along the coastlines. The fishes consume this waste, the sharks and other marine animals get entangled in it and the coral reefs get damaged by it. This immensely destroys the marine life. There exist five major ocean gyres in the entire world, which are namely: North Pacific Gyre, South Pacific Gyre, North Atlantic Gyre, South Atlantic Gyre and Indian Ocean Gyre. The sailors and the fishermen conventionally avoid these gyres since they are bereaved of wind and marine creatures. The North Pacific Gyre in the Pacific Ocean possess the largest portion of the plastic accumulate than the rest of the gyres. It is known as the Great Pacific Garbage Patch as it covers a massive area that is almost equal to the size of the Texas. The plastic debris extends to about 6 meters or 20 feet down in to the water column (Robards et al, 1997). It has been found that about 3.5 million tons of waste has been deposited to this area turning it in to a plastic island (Thiel et al, 2003). It has been estimated that this size would get double in the next 5 years (Thiel et al., 2003). According to the estimates by the researchers, there is about 6 kg or 13.2 pounds of plastic for every 1 kg or 2.2 pounds of plankton in this area (Moore, et al., 2001). Some researchers and scientists consider that the Great Pacific Garbage Patch is a misnomer for the floating pile of disposed-waste that is located between the Hawaiian and Oregon islands suggesting that massive amount waste should be managed. The Great Pacific Garbage Patch basically indicates an environmental disaster for the oceans of the world that opens the eyes of the people of the wo rld towards the intense need for the conservation policies taking the oceans in to account. This patch of waste was created and continued to exist due to the ocean currents. Actually, this patch is not static in position as it sometimes drifts in to masses of land that have now appeared to resemble landfills. The patch moves with the zone of high pressure of air that is known as the North Pacific

Discuss your Understanding of the pros and cons of MRPII systems, Essay

Discuss your Understanding of the pros and cons of MRPII systems, citing at least two Web sources. How could any new system be better than an MRPII system - Essay Example es and processes information for effective decision making in scheduling, designing, inventory management and cost control in the business (Goddard, 1993). MRP II is a computer-based scheme that generates detailed production schedules using real time data to harmonize the influx of constituent resources. It is commonly used by itself, but also with the Enterprise Resource Planning (ERP) system. The MRP II system does have pros and cons which are elaborated subsequently (Goddard, 1993). The Manufacturing Resource Planning II promotes improved consistency in-on-time customer delivery and enhances inventory reductions of one-fourth to one-third. Also, there is elevated inventory turnover decline in purchasing costs because of fewer expedited shipments. Lastly, it minimizes of workforce overtime (Goddard, 1993). The cons of MRP II are centered on the fact that all of the preceding planning before creation can be based on disingenuous data and decelerate the production process itself. As unanticipated changes occur, the planning process ought to be recalculated from the start, which can cause wastefulness if feedback about drawbacks is not supplied on a well-timed, regular basis (Goddard, 1993). In conclusion, the current MRP II system takes time to put up and implement and so a new system will be better. Some recent MRP II systems have integrated limited decision making support functionality, whereas the business is moving to a newer age band of a stable, comprehensive technology, and risk is relatively low (Murgiano,

Patient Safety and Medical Errors Essay Example | Topics and Well Written Essays - 3250 words

Patient Safety and Medical Errors - Essay Example Failure by this group to follow due process or any negligent behavior increases the risks of the patients and compromises their safety. Patient safety is considered as a wide area that has grown out of the current use of technology and the development of different medical approaches in healthcare. According to the global nursing association, patient safety has no financial needs as it involves the commitment of the healthcare professionals and the provision of quality services to the patients (Stern, 2008). Medical errors do occur in a hospital setting as a result of professional negligence or omission which could have been avoided thus affecting the healing process of the patient. In medical history, the medical errors and their impacts on patients recovery has been documented beginning from the time of Socrates. However, most professional healthcare workers lack information on the impacts of the errors they commit and these results into misreporting or lack of reporting altogether, an event that has led to the death and chronic injury of patients (Leape and Berwick, 2005). A number of studies have indicated the prevalence of medical errors in the health system across the globe, affecting developed and developing countries alike. In Australia, the medical errors documented in one year caused more than 18,000 deaths that could have been avoided and prevented. In the United States, the number was high, standing at over 44,000 in one particular year. The number of injuries remains high though their accuracy is doubtable due to lack of documented information on the same at any particular time (Nieva and Sorra, 2003). The cost of medical errors on patients can be categorized into human and economic costs and this provides a description of human life lost or the number of adverse effects caused on the health of the patient.  

Framing, persuasion, and emotions Research Paper

Framing, persuasion, and emotions - Research Paper Example There has been an emphasis on the need to use gain-framed messages that promote positive behavioral changes by highlighting the potential benefits of behavior adjustments. On the other hand, many scholars have highlighted that loss-framed messages may promote the undesirable behavior. Notably, both gain-frames and loss-framed messages may contain similar information. However, different studies have revealed that gain-framed and loss-framed messages have a different capacity in persuading people. According to Seo and Shen (2013), there are different persuasive effects of gain and loss framing. These authors recognized that gain and loss framing determined the kind of decision that individuals are interacting with the message made in the end. The researchers placed emphasis on the need for advanced research in an effort to identify the frameworks that explain the different persuasive effects of gain and loss framing. Seo and Shen also explored the need to combine visual images with a persuasive message. They highlighted that visual imagery combined with framing registers a high level of persuasion. These authors highlighted the exemplification theory is of critical importance in explaining how a mediating mechanism does exist between an image and the persuasive outcome. In addition, the authors highlighted that the duo coding theory is of critical importance in understanding how verbal and nonverbal mental systems encode information gained from the interaction with the enviro nment. Because the verbal, mental system focuses on language and symbols, the non-verbal system gives close attention to non-symbolic types of information. For this reason, framing corresponds to the verbal system while the use of visual images corresponds to the non-verbal system. Seo and Shen also described persuasion as a process, which constitutes of numerous linked changes. For this

Management Principles of Pursuit of Happiness Term Paper

Management Principles of Pursuit of Happiness - Term Paper Example In any business, money is the language people speak, even in the business of families. When money is not smooth-flowing, members of a company or family could break apart, leaving broken relationships. This is a common mistake made by the untrained or novice businessman, foreseeing a great future in a business without making careful studies of the feasibility of an enterprise before investing in it. In the case of Gardner, he bought all the machines he could and though he worked hard to sell them compounded with good communication skills, he still lost his wife. However, serendipities could happen when perseverance is present as seen in the life of Gardner when his selling of the machines led him to places which brought him to the success in stockbrokerage. Gardner proved to have keen eyes for success when he looked enviously at a stockbroker’s car and asked him what he did and how he did it, showing qualities that are essential to successful management. He was not only observa nt but he had a way of expressing himself without reservations, he had good communication skills. Honesty was one he could have never thought would be the very key for his having a chance in his dream job as it is shown in his confession to the interviewers that he tried to make up a great story why he went to the interview dressed like a garbage man. Although choosing appropriate clothes is as important as the product in every business, Gardner was able to persuade his interviewers that he could do the job by selling himself first, his abilities and capabilities. Although he was a leader of a basic unit of society, his family; he seemed to be unsuccessful managing it, failing to keep his wife to work with him in their pursuit of the happiness they both longed for. Despite the trials they have been through, he stood to the discipline of never hitting a woman or leaving his son, borne of a desperate need for the father he never knew. This became his personal motivation, to stay with his son and not give him the chance to have a piece of the abuse he experienced in the hands of his stepfather when he was a child, and to work hard to give his son the care he needed as his wife left them for New York. Birthed from such a need, the high-paying job of a stockbroker became to him a challenge and a motivation as he had the opportunity to grab the job, with it not needing a college diploma to qualify as an applicant. Crossing the bridge to take the training as a stockbroker became painfully difficult when he learned that the six-month long training is without pay. Faced with the dilemma of raising his son alone, he had to stand firm, making sacrifices to be able to accomplish every task that was set before him. This is where Gardner’s planning and strategic management skills became evident when he had to work while training and at the same time attending to his parental responsibilities. He managed his time pretty well, studying in the train and working while ta king his leisure time with his son, juggling his various responsibilities and making wise use not only of his time but also of all resources available to him. Moreover, when he was in the training scene, Mr. Witter became one of his motivations, praising him for his wit and hard work, driving him all the more to be productive. He was a natural strategic planner, valuing every tick of the clock so that he even estimated an eight minute productive time he had, from refraining to drink, and hanging in between calls. He was a team-player,

St. Catherine of Sienna Essay Example | Topics and Well Written Essays - 500 words

St. Catherine of Sienna - Essay Example Catherine was the youngest of the 25 children of Giacomo and Lapa. While Catherine was growing up, she suddenly had a vision while she was walking home with her brother from a visit to the home of her married sister. Catherine saw in the sky a vision of Jesus Christ seated with the apostles Peter, Paul ,and John. After having experienced this vision, Catherine decided to devout her life to prayer and solitude. Her father, Giacomo, took notice of the child’s love for prayer and gave her a special room in their house where she could spend time for meditation and prayer. By the time that she was twelve, her mother kept reminding her to pay attention to her appearance so that she would be able to attract the right man to be her husband. At first, Catherine obeyed but declared later on that she would not marry. In spite of her family’s attempts to convince Catherine to change her mind, her father finally gave up and allowed his child to continue devoting herself to prayer, m editation and fasting. At the age of 18, Catherine was allowed to wear the black habit of a Dominican tertiary. She did not speak to many people except to her confessor and the only place she visited was the nearby church of St. Dominic. It was only after her last vision of Christ that Catherine went out of her room and began to mingle with the people around her. As a Dominican tertiary, she helped the sick and started to attract a good number of followers.

Opportunity cost Essay Example | Topics and Well Written Essays - 500 words - 1

Opportunity cost - Essay Example Different perspectives however exist for definition of opportunity cost but they revolve around the cost that can be derived from the next best alternative. Ferguson, an economist, for example, defines opportunity cost in terms of resources and as mount of resources for producing the next best alternative, which is forgone in order to produce a subject commodity. This establishes cost of the two commodities as a common measure for determining sacrificed cost for a production. Henderson offers a definition that is closer to cost measure by defining opportunity cost as the â€Å"value of the highest-valued alternative† for which resources in a production could have been used (Hussain, 2010, P. 158). Leftwich’s definition of opportunity cost as the value of foregone option for production in which resources would have been used is also consistent with the focus on cost of resources in production of a commodity (Hussain, 2010). It is however important to note that opportunit y cost is not market price of an alternative commodity or market price of materials that could have been used in the alternative. Commodities that are produced from a similar material may have a relationship between opportunity cost and market cost but this is not always the case because of the subjective nature of opportunity cost (Baumol & Blinder, 2011). Opportunity cost is therefore the value, and not necessarily market price, of resources use in a production, which could have been used in production of the next best alternative production. Opportunity cost can be either implicit or explicit and existence of reward for involved sacrifice establishes the distinction. Explicit costs in opportunity cost are those costs that are incurred for payments, in monetary or otherwise terms, to stakeholders that sacrifice their resources for production of a commodity.

Public Relations Essay Example | Topics and Well Written Essays - 1000 words - 3

Public Relations - Essay Example Yet another source cites the ‘Institute of Public Relations’ which gives the definition as â€Å"Public Relations practice is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics† (www.buildingbrands.com). The Merriam-Webster online dictionary defines public relations as â€Å"The business of inducing the public to have understanding for and goodwill toward a person, firm, or institution; also: the degree of understanding and goodwill achieved†. (www.merriam-webster.com). The worded definitions of ‘public relations’ may be different but they invariably point in the same direction i.e. the establishment of the identity of an organization, person or society into the psyche of the general masses whereby they come to understand the basic tenets of the philosophy and the setup of that organization which enhances the mutual understanding between the two for any fruitful and meaningful exchanges. The definitions however are oriented towards the positive aspects of public relations as they are invariably considered to be an effort to establish goodwill and harmony between two groups and talk nothing of any negative aspects which the organization may have. Therefore the orientation of public relations of an organization is always aimed at highlighting the positive aspects. More positivity can be induced when both the merits and demerits of the organization are shared with the public to give them a true picture, in order to avoid misunderstandings later. The ‘harmonization of private and public policies’ which is the ultimate aim of public relations according to the PRSA can be achieved only if the facts are presented accurately, precisely and supported by easily comprehensible data. Organizations like government departments, hospitals, educational institutions, private companies, religious societies, etc. have a distinct

Compare absolute and relative morality Essay Example for Free

Compare absolute and relative morality Essay There are two types of morality, absolute morality and relative morality. An absolutist believes that certain things are always right or wrong no matter the consequences or situation, while a relativist is more concerned with outcomes and believes something is either right or wrong based in certain circumstances or situations. An absolute command is a command that is true all the time, in all places and all situations. An absolutist thinks about what is the right thing of itself, for example murder, because killing someone regardless of the consequences of an action or the results might occur. this means they approach is deontological. The system is simple and easy to apply, as a crime will be a crime regardless of the circumstances. An example is stealing, stealing is always wrong no matter the culture of the person, what the reasons were or when it happened make no difference; stealing is universally wrong and everybody knows that. There are many strengths to absolutism. firstly, because certain things are neither judged right or wrong in all situations, it makes it easier to apply than relativism. for example, in absolutism, if someone was to steal, it would be seen as wrong, while in relativism if someone steals, it might be, because they cannot afford food for their baby, so all other circumstances need to be taken into account. Also, it enable us to have a UN Declaration of human rights, as it provides a universal code to measure everything against. However, there are many weakness to absolutism as ethics are deontological which means that it pays no regard to the outcome or consequences of an action, so for example, if a poor mother stole food to feed her hungry child, this act would be judged wrong, because absolute ethics believe a crime is a crime, even though surely the stealing is for outcome and her childs life is more important. Also no one can really know what absolute morals are since all sources of morality are open up to peoples opinions and own interpretation. However relative morality judge things relative to the situation. it means there are no universally moral principles and there is no objective truth and if there is it cannot be found. There are many advantages to relativist, such as it is flexible and takes everyones opinion into account, as it is based on peoples point of view, so no one is wrong and it also takes certain circumstances into account. For example a relativist may believe abortion is wrong, but if a poor mother with hardly any money is pregnant they might allow abortion then, because it avoids the mother bringing a child into the world and giving it a bad life, so with relativism they are more concerned with the outcome. However, there are a number disadvantages to relativism, such as it is very difficult to apply, as judgements are always subjective and based and influenced by peoples thoughts, feeling and opinions, so everyones ideas of what is right and wrong will be different. Relativism is a lot more difficult to apply than absolutism. Also some acts have always wrong like genocide, so relativism doesnt allow moral progress. In conclusion, absolute ethics and relativist ethics ways of judgement are both very different, both having lots of disadvantages and advantages. however in my opinion relativist judgements are better, because they take certain situations into account and acts like abortion cannot be wrong.

Celebrity Endorsement And Its Impact On Sales

Celebrity Endorsement And Its Impact On Sales Results show that celebrity endorsement has a large impact on purchase intention and is infact a causal factor based on the data obtained through this research. All three factors are said to positively affect purchase intention and the results are magnified when all three factors are present. It is seen that the most significant impact is that of physical attractiveness if taken in isolation and the most significant impact is that of celebrity / brand congruence when all three factors are taken into account. What this means is that without physical attractiveness, the impact of the other two factors is negated (in the absence of physical attractiveness, purchase intention will not increase) but the presence of physical attractiveness alone does not have a significant impact on purchase intention. Thus physical attractiveness is an important first step but it is not the most important reason for increase in purchase intention. That belongs to brand / celebrity congruence, which is consistent with previous studies on the subject matter: Choose celebrities which have a good image fit with the brand, otherwise the impact of the celebrity endorsement is minimal. The author concludes by stating that all three are important factors in making an impact on purchase intention through advertisement and thus when choosing a celebrity endorser, all three factors must be taken into account. Celebrity Endorsement and its Impact on Sales Jain (2011) proposes that the increase in celebrity endorsement in the subcontinent in recent years, despite the rising costs is due to the increase in media coverage in the area and the increase in hero worship as well. This has been outlined as the major reasons for increase in persuasiveness of celebrities, which in turn has resulted in an increase in their demand by corporations to endorse their respective brands. The research documents the impact of celebrity endorsement with a focus on the subcontinent, making it pertinent to this study. It is queried as to whether the relationship is always positive or whether there can be negative consequences as well. It is noted that for most brands, the focus has shifted from creating awareness and bringing attention towards their brands to a more contemporary approach, which is to create positive associations within the minds of the consumers and to capture a share of mind, share of heart, share of wallet and share of spirit. This is the essence of branding in todays world and as such, all marketing and advertising actions that are conducted are done so with this end goal in mind. The study researches the idea that celebrity endorsement leads to fulfillment of such goals or are they successful only in capturing the attention of the consumer and creating awareness without moving the consumer to the next stage. Celebrities are thought of as a link between the brand and the consumer and help to ease the process of purchase intention and thus it is imperative that the best celebrity be chosen, the one that is right for the brand and has the potential to create the maximum impact on sales as well as brand equity. As pointed out by other studies, endorsement helps brands to deal with clutter and that is the major reason to use celebrities, instead of everyday men and women in advertisement. One of the major decision criteria which helps corporations choose a celebrity is known as the Q-Rating. This Q rating helps brands to select a celebrity based on the rating that they have with the consumers. This rating is derived, based on a number of criteria but essentially boils down to two: who known is the celebrity and how liked is the celebrity. These two criteria form the backbone of the Q Rating system that helps corporations choose which celebrity is the best fit for their brand. The impact of celebrity endorsement is said to be based on 10 criteria, with the greater the score of the celebrity in each criteria, the greater the impact on sales and purchase intention. Celebrity / Target Market Match: How strongly target market associates itself with the celebrity in question. Celebrity Values: The link between the values of the celebrity and the values of the target audience, thus creating a link for the consumers with the brand. Cost of Celebrity: The cost of the celebrity is generally an indication of the popularity of the celebrity and the higher the cost, the higher the popularity, thus the greater the chance of the celebrity persuading consumers. However the cost should always be compared to the added benefit and the go ahead should only be given if its established that there is sufficient benefit from the increase in cost. Regional Appeal: Different regions may have different appeals within a country and if a product is to be sold throughout the country, it is best to choose a celebrity with relative universal appeal. Celebrity Product Match: The celebrity should be seen as having an image fit with the brand itself, as it is one of the key factors when trying to increase sales. Celebrity Controversy Risk: The greater the chances that the celebrity may be involved in controversy, the lesser the chances that he or she would have a positive long term impact on sales and thus should be avoided. Popularity: The greater the popularity, the greater the chances of brand recall and thus they have a high cost. It should be noted that in order to save cost, popularity should not be forgone. Availability: The best celebrities may not be available due to other endorsement commitments or there is a conflict of interest due to them endorsing a rival brand. In such a case, it is best to move on and choose the next best alternative. Attractiveness: Attractiveness helps celebrities be more likeable and to connect more with the target market and as such this is an important attribute to look for in a celebrity. Credibility: This helps the consumers to trust what the celebrity is saying and to pay more attention to him or her and what he or she is endorsing. This research is important as it looks at the factors within the partnership of a celebrity and a corporation and how they increase or decrease their impact on the impact of celebrity endorsement on sales and as such helps to decide how and when celebrities should be chosen as endorsers. Impact of celebrity Endorsement on Overall Brand In order to select a celebrity for a given product, there should be an optimal match between celebrity and brand image. Here are some parameters which should be considered: (Katyal, 2010): Celebritys personal character is not controversial Personal character fits with the image of the product / brand Cost of hiring the celebrity is worth the output Is there any controversy risk attached after the ad campaigns launched Celebritys popularity Is the celebritys appeal local or regional and does it fit with the appeal of the product in terms of region Celebritys overall credibility Is the celebrity him or herself a brand user? What is celebrity profession? Does it matches to have a natural match to the product and appeal to the consumers. For example, celebrity figure from sport is natural to promote sports related stuff and footwear. What values celebrity is associated with the product? If a celebrity is put in a role to propagate the human service cause does he/she be social worker or figure. Does target audience want to believe in the celebrity for the target product to be advertised or message to be conveyed. After advent of television, cable television, and internet, advertisement industry got revolutionized. New trends and format were introduced for rapid and technical way to impress the public and numerous items, products and services became the household names. Television though invented in 1920s became commercial medium in 1950s. This happen when a price of the television sets began to approach affordable range of average person. Print and Radio had to take back seat to give a way to the new technologies. Now the commercials could be broadcasted with sight, sound, and motion. First time in the history advertisers saw huge potential of multimedia technologies which could give higher gains in sales and profits provided right tools and ideas were selected. Cable television channel introduced channels like MTV for young music lovers, ESPN for sports enthusiasts and Food Networks for people with love of cooking. These new channels were attractive and fun for advertisers who wish to target certain audience for example; entertainment, sports, or food (Sample, 2010). Celebrities in Advertising Personal in marketing have used celebrities in commercials, print campaigns and promotions and other seller techniques for years. It has worked in the past because it was executed properly. However, use of celebrities to grab viewers attention to eventually make sales depends on proper celebrity casting. The right selection of star to pitch the product will mean that the buyers can relate to that person the person a buyer would want to believe in. It is not as simple as you think it is because in many cases the right celebrity is not always affordable. On the flip side, the right celebrity is not always the most expensive one either. Above all else, the most important resides in considering whether the celebrity you select is right for your campaign and take the process from there. Another key factors that one must take into account is the fact that advertisers should understand the basic premise of hiring the celebrity and making it clear to him what is required and the nature of the exact role of the celebrity. If this is successful, companies may retain the celebrity for other products of their brand, making the celebrity more of a brand ambassador than a product endorser. Celebrities can be seen as a marketing vehicle that will likely to continue in the near future. As long as there are new stars being introduced into our entertainment arenas there will be no shortage of talent to fill the need. Though, doing the selection and positioning right is the biggest challenge but if done correctly it can translate into better response and higher sales volume. The equity effect of endorsement by celebrities: A conceptual framework The purpose of this study was create a framework which may be later used to organize and guide future research into how celebrity product endorsement creates equity for both the endorsed product-brand and the endorsing celebrity. The focus of Diana Senos study was how the celebrity as well as the brand could serve to increase equity for each other, essentially feeding off each others image to mutually benefit each other. It looked at the relationship between the endorser and the company and how a strategic fit could be achieved by utilizing the best fit of celebrity for the product to be endorsed. The central findings of the research state that celebrity endorsement is a form of co-branding and that both endorser image and brand image serve as mediators in the equity-creation process of celebrity product endorsement. Mobile brands connect with Pakistan Umair Naeem examines the relationship and industry effects of celebrity endorsement on the telecommunications sector. Umair states how the increase in competition has led cellular service providers to resort to differentiating their brands less on the basis of functionality and features and increasingly on the basis of emotional appeal and a certain message that is sent across. Celebrity endorsements are heavily used to drive home the emotional appeal and to personify the message that is being sent across. Using Mobilink as an example he states, Mobilinks sub-brand Indigo relied heavily on two factors toward establishing its brand equity: brand ambassadors that exuded style and sophistication, and a unique classy look that permeate all forms of its Indigo brand communication. Indigo used models such as Zainab Qayum, movie stars like Shaan, and popular musicians such as Strings to infuse style into its branding. It also played on the aspirations of young business professionals through the atmosphere and the locales of Indigos ads. He believes celebrity endorsement is currently necessary to differentiate the brands which are increasingly similar in features and thus celebrities help to personify the brands qualities. The naked truth of celebrity endorsement This research was conducted to understand how celebrity endorsement worked for retail outlets and retail stores in general, with a focus on Europes leading chain, J. Sainsbury. Thus The focus of the study is on using celebrity endorsements for retail outlets. Its emphasis is on fit between celebrity image and brand image. Specific cases are analyzed to evaluate the extent to which consumers associate themselves with the image that the given celebrity projects and how that, in turn affects their purchase behavior Sainsburys started using Jamie Oliver (a high profile television chef) for their advertisement campaign, who served to promote the companys grocery products. He was chosen as he was seen as the best fit for their brand. The case itself identifies the criteria that made the endorsement successful by conducting questionnaires, interviews, and focus group studies. It outlines the key elements along with how they were used in the campaign to create a sense of confidence amongst the consumers and thus creating a successful campaign. The overall extent to which the consumers associate themselves with the celebrity and his words is dissected. Impact of celebrity Endorsement on overall brand Endorsements are seen to be on the rise entailing a valid question posed to consumers. Is there a science behind the choice of the endorsers or is it just by the popularity measurement? Which precise reasons lead to impact on brands by using celebrity endorsement? A thorough study of the paper streamlined a 14 point model which can be referred to as a blueprint criterion by brand managers for capitalizing on the celebrity resource through 360 degree brand communication and can also be used in selection of celebrities. The model was projected as the foundation brick on the impact of celebrity endorsement in paper. Our study revealed that 14 factors of the model and the effects of celebrity endorsement are proportional. Success of a brand is determined through celebrity endorsement which is accumulative of the following 14 attributes. If the below parameters score is higher, the chances of getting close to the desired impact are greater. The winner stories of celebrity endorsement are promotions which reflect a fine fit between the brand and the 360 degree advertising. And a decent example of one such story is of Fardeen Khan and Provogue. In the apparel market, Provogues positioning is of a young, active, party-going, attention-grabbing brand and so is Fardeen Khan. The union between the two has had a massive impact and brand managers have utilized this endorsement through 360 degree dimension as noted earlier. Moreover, the marketing/advertising firms should identify the symbolic properties of the sought after product first, as also proposed by the transfer model. Thereafter, consultation of host celebrities is appropriate to assure their similar traits with the product. Finally, after sorting out budget and availability constraints, the suitable celebrity has to be chosen as a representation of symbolic brand properties. The chosen celebrity will have some meanings associated with him/her which will not be suitable for the product. Consequently, only salient features excluding unwanted meanings should be captured and taken care of.Also, advertisements should also be structured in way to highlight the essential similarities between celebrity and the product. When it comes to subtlety, depth and power in delivering meanings celebrities are much nuanced compared to anonymous models. Celebrities also offer demographic information, configurations of range of personality and lifestyle meanings very thoroughly. Their persona evokes meanings with greater clarity. Furthermore, celebrities through repeated performance on public stage create their personalized meanings which can be passed into advertisements, through meaning transfer process. For instance Preity Zinta is perceived as a fun-loving, vivacious and modern Indian woman who can be translated into brand campaign with similar characteristics. In conclusion, the fit between celebrity traits and brand positions and its attributes determine the success. Celebrity endorsements Marketers need to be aware of the impact of using celebrities in commercials, promotions and print campaigns because it works if done properly. If business are about to make an effective advertisement, it must be attention-grabbing to its consumers and therefore most of them uses celebrities as endorsers. According to the article of Katyal S. (2008), celebrities serves the purpose of getting viewers attention; but proper choice of celebrity determines whether it translates into a sale and product image is delivered precisely. Selecting the right star to enhance the image of your product means finding the person to whom your consumers can relate to, meaning the person your consumer wants to believe in. Sometimes the selection of the right star for your product is not that daunting, until you realise that in many cases affordability is in question with the right celebrity. Essentially due to familiarity with stars, brands are normally endorsed by celebrities who make them enormously attractive to consumers. But anyone who thinks seriously about branding soon realises that there are basically two kinds of strong brands: those that are focused and those that are diversified. Significance of branding with celebrity endorsements is complicated to estimate in the present cluttered media industry and consumer markets. Electronic media branding including television will be of continuing interest and importance even with its idiosyncrasies in consumer payment and brand definition. There are three explanatory reasons for this; firstly a strong brand identity is crucial to producing audiences in a multichannel environment which is an environment that is becoming more and more crowded as television converts to digital delivery. Perhaps it is the only means of gaining a place in a viewers/ users channel repertoire. Secondly, brands are important for businesses to expand its markets. Extensions of brand marry an established brand to a new service as a means of establishing immediate market credibility. Besides that the third aspect explains, branding with the use of celebrities in which it is necessary to leverage corporate assets in order to open new markets. These markets may be related to the present business of a branded entity (e.g., ESPN Magazine, CBS Sportsline website), or if not separate they may be unrelated (e.g., logo apparel and other merchandise, Fox Sports restaurant/bars). With the traditional advertiser supported model of television under increasing pressure, television providers, and especially broadcasters, are constantly looking for new revenue streams to continue enhancing brand image and generate sales extensively. All in all, the power of an endorsement by a celebrity depends on the relevance of the celebrity to the product. For example, if Oprah was promoting a book about an issue particularly relevant to women then she is most likely to be effective. A famous chef can endorse a cook book or a famous fitness celebrity can certify an exercise book. If the buyer believes that the celebrity brings an unusual insight or twist, they would be more interested. In the case of skin whitening products, Lucida-ds and [Met] Tathione should carefully assess their endorsers to avoid business campaign failure in terms wrong brand perceptions and ultimate sale drop. Therefore, it is important to consider the conformity of the product and the alignment of both celebrity and brand attribute to be a market winner. Chapter V: Research Study Design Research Objectives Objectives to be analysed should be crisp and clear in order to observe the effectiveness of the decision for celebrity endorsement. Apart from the economic interests of celebrity endorsements (e.g. rise in total revenue/market share), it involves several psychological objectives. Such as an increased knowledge of the brand name, a more clear representation of brand/product characteristics by consumers, enriched attitude towards the ad, towards the brand and lastly, increased purchase intentions. Celebrity endorsement attributes that increase consumer purchase intention Celebrity attributes that are of most importance when analyzing effectiveness of endorsement Impact of celebrity attributes on brand positioning Effects of multiple celebrity endorsement on brand image Effects of celebrity endorsement on brand equity Factors that affect the consumers willingness to purchase a product or service when endorsed by a celebrity? Research Question: What celebrity attributes affect purchase behavior of Lowe Raufs clients? Hypothesis Celebrity endorsement has a significant / insignificant impact on consumer purchase behavior H0= Celebrity endorsement does not have a significant impact on consumer purchase behavior H1= Celebrity endorsement has a significant impact on consumer purchase behavior. Theoretical Framework The theoretical framework has been designed based on the literature review on studies based on this topic. It has been identified through these studies that the following variables combine to form the essence of celebrity endorsement and together, they affect purchase intention. [Source: Chabo Dimed et. al (2005). Celebrity endorsement-Hidden factors to success, Journal of Advertising pp. 298-301] Relevant Variables Variable Article Constitutive definition Operational Definition Attractiveness (Independent) Celebrity endorsements- Hidden factors to success The likeability of the celebrity associated with a product or service with regard to the glamour of the celebrity. Q 17, 18, 19, 20 21 Purchase Intention (Dependent) Impact of Celebrity Endorsement on Consumer Buying Behavior and Brand Building The ways in which a consumer interacts in accordance with the advertisement strategies run by a company for its product or service. Q12, 13 15 Brand celebrity Fit (Independent) Impact of celebrity endorsements on brands It explains how closely the personality and image of the celebrity matches the positioning of brand. Q 26, 27 ,28 29 Brand Recall (Independent) Advertisement and Promotion It explains how the consumer recognizes the brand with the celebrity who endorses the product or service. Q7, 8, 9, 10 11 Likeability (Independent) Impact of celebrity advertisement on customers brand perception It explains how the charm or glamour of the celebrity affects the sales of the brand. Q 24 25 Trustworthiness (Independent) Celebrity endorsements- Hidden factors to success The celebritys history with the consumers develops a level of trust between the two parties and this is what trustworthiness explains here. Q 22 23 [Source: Chabo Dimed et. al (2005). Celebrity endorsement-Hidden factors to success, Journal of Advertising pp. 298-301] Research Methodology This section outlines and elaborates on the research and how it was conducted. It covers the details of the research design, methodology for collecting the data, population, questionnaire development and data analysis. The aim of the paper is to figure out how celebrity or endorsements affect brands. The basic idea is to equip ourselves with additional research on the phenomenon of consumer response with respect to celebrity endorsed brands; this makes the research a basic research. Since the objective is to find how celebrity endorsements affect brands, this research is termed causal in nature. Data Type The bulk of this study revolves around quantitative data due to the fact that there is greater chance of bias in qualitative data as well as the fact that that numeric data is easier to analyze and understand. Data may be clearly measured and hence this serves as the major portion of the analysis. Quantitative data has been obtained through questionnaires, filled up by employees of Lowe Rauf as well as the final consumers so that both perspectives are covered. Qualitative data is in the form of interviews, two of which are conducted; one with the GM of the Lahore division and another, a joint interview with the account managers of Nestle and Mitchells. Population The study is based on understanding how consumers purchase intention is affected in the wake of celebrity endorsement. Since the study is limited to Lahore, the overall population sample would be equal users in Lahore, which equates to 4,695,600 (based on local census). Sampling Procedure Convenience, non-probability sampling is used for the questionnaire, based on the ease of access and availability of resources for the researcher. The final sample for the questionnaire consists of 30 users (16 male, 14 female) with varying ages, income brackets and occupations. For the interview, as stated, Anwar Kabir (GM Lahore branch) and the two account managers (Haris Habib and Zakria Fawad) are interviewed, based on convenience as well as relevant experience, working within the industry and actually hiring celebrities. Sampling Frame For the purpose of this research, the list of elements upon which the sample is selected from the population includes the fact that they should be easily accessible to the researcher (as convenience sampling is used). The other element of is that at least 50% of the sample should fall into the SEC B income bracket. This is because research shows this class to be the most frequent users of these products. For the interview, the major element (apart from convenience) is that the persons should be experienced in terms of the celebrity endorsement process and must have actually worked on campaigns to select celebrities based on different factors. Data Collection Procedure This research is based on the primary data collection approach. Questionnaires are used for collecting data. Personally administered questionnaires have been used. They were distributed to a total of 30 people of different ages, occupation and income; requiring them to fill a total of 30 questions each. Once the questionnaires were filled they were collected. The anonymity and confidentiality of the respondents and their responses has been ensured and data was analyzed at an aggregate level only. Close ended questions are used in the questionnaire which helps the respondents to make quick decisions to choose among the several alternative before them (Sekaran, 2000). The nature of the questionnaire has also helped the researcher to code the information easily for subsequent analysis. Likert-style rating scale was used; it consists of subsequent options: strongly agree, agree, neutral, disagree, and strongly disagree. Different statements were made in the questions and respondents were asked the degree as to what they agree or disagree upon. Questionnaire Development The questionnaire itself was kept simple and basic to ensure clarity and reduce bias. The purpose was to gather data from the selected population sample with regards to the topic. The questionnaire consisted of two parts, the first section contained six questions seeking information about the respondents age, gender, income, marital status, education and occupation. The second section contained questions that were based on information regarding the variables identified in the first chapter, this section itself consisting of five sub-sections; brand recognition and recall, purchase intention, endorser credibility and trustworthiness, endorser attractiveness likeability and image fit. The information attained would be used to analyze the findings and further the study. [Questionnaire attached in Appendix 1] Respondent Profile Data collection from the questionnaires shows that the respondent is a single 18-28 year male student with an income of 30,000-40,000. The other type of respondent is an 18-28 year old housewife with kids and income of 30,000-40,000. [Graphical representations of respondent demographics in Appendix 2] Data Analysis Procedure Once all the data is compiled, it is transferred to SPSS. This is done to understand how purchase intention is affected by the variables outlined in the theoretical framework. Values in the questionnaire are changed to numeric form so that data is quantified. Questions with the Likert-scale rating are given numeric forms, with 1 representing strongly disagree to 5 representing strongly agree. Using this method, the data is input into the software and a regression model is created, along with descriptive statistics and frequency tables. Chapter VI: Results Findings Interview Findings There were two interviews conducted within the Lowe Rauf agency, the first was with the general manager, Anwar Kabir and the second was with Zakria Fawad, the account service maanger. The interviews revealed that it is necessary to prioritize the needs of the firm as well as the agency in light of the budget allotted to the advertisement itself and the portion of the budget available to hire a spokesperson. Since the ideal spokesperson may not be within budget or may not be available due to other reasons, it is imperative that the importance of the key celebrity endorsers attributes be ranked and measured in terms of the impact on purchase intention of the relevant consumer. There were five key attributes that were thought to be important by the Lowe Rauf management, which were: attractiveness, likability, brand fit, trust worthiness and recognition. The order of their importance however is very subjective and it is believed that a more objective means to rank these and other relevant variables, would serve to make better and more informed judgments as to the importance of each variable as per the needs of the client. Hence it becomes important to conduct a regression analysis and quantify the impact of each variable on the purchase intention of consumers within the target customer category. Purchase intention = 0.0461095 + 0.353232* brand recognition and recall + 0.351173* trustworthiness + 0.133718* attractiveness 0.0495677* image fit + 0.21128* likeability The model tested has a coefficient of determina

The God And The Evil Demon

The God And The Evil Demon In the Meditations on First Philosophy, Descartes sets out to build his foundation of knowledge. To discover true knowledge, Descartes uses the Method of Doubt which states that he must reject whatever is open to the slightest doubt(p.138)1. In doing so, Descartes invokes the existence of an Evil Demon who is described to be supremely powerful and cunning, and works as hard as he can to deceive me (p.138)1. In this paper, I shall argue that Descartes would not think that his having an idea of the Evil Demon proves that the Evil Demon exists. Descartes searches for one thing he can be certain is true. He uses the role of the Evil Demon which is to deceive Descartes view of the world where body, shape, extension, motion, and place are fantasies(p.138).1 In applying the Method of Doubt, Descartes has come to one necessary truth, the cogito I think therefore I am.2 Because he is able to doubt, he must be a thinking thing, and to be able to think, he must exist. I exist as long as I think that I exist; the Evil Demon cannot deceive me in thinking otherwise. Because the cogito is a clear and distinct idea, it must be true. Clear and distinct ideas means to be open and present to the attending mind(p.145). 1 In order to come to a truth with certainty, Descartes came up with an idea of God, a non-deceiver who has given him a way to arrive at true beliefs.2 Descartes is certain that God exists and that the idea of God came from God Himself. All ideas have the same degree of Formal reality, whether the idea is of a finite or infinite substance. Some things are on a higher scale of Formal reality than others. For example, God would have a higher degree than human. The Presentational reality of an idea is the amount of Formal reality the idea has.2 Descartes states that the idea of God, who is eternal, infinite, omniscient, omnipotent, and creator of all things other than himself(p.143)1, lies on the highest degree of Presentational reality. Therefore, God has a higher formal reality than Descartes idea of God. God is seen to be omnipotent and omniscient; he is seen to be perfect.2 And since Descartes knows that he himself is an imperfect being, as he is able to doubt, there must exist a perfect being out there. Descartes concludes that he could not have invented the idea of God, because ideas must be at least as close as the cause there is at least as much [reality] in the cause as in its effect (p.143-4)1. Since Descartes could not have caused this idea himself, God must have put it there.2 He states that, By God, I understand, a substance which is infiniteit must be concluded that God necessarily exists(p.145).1 God must exist. If God exists and He is not a deceiver, then He would not allow an Evil Demon to deceive my thoughts. To allow an Evil Demon to deceive me, God would be just be as bad of a deceiver, but Descartes idea of God is that of perfection; God would not exist to deceive me. The Evil Demon and God are not of the same entity. According to Descartes, the Evil Demon plays the role of a deceiver confusing my very view of the world, while God allows me to find my way to true knowledge. One can either be deceived or not to be. This follows that both the Evil Demon and God cannot exist at the same time, either the Evil Demon exists to deceive our views or God exists. Descartes proved that God exists, therefore the Evil Demon cannot exist. In conclusion, Descartes would not think that having the idea of an Evil Demon would prove that the Evil Demon exists. The main purpose Descartes went out to prove the existence of God is to arrive at true knowledge. He knows for certain that the cogito is true, even the Evil Demon cannot deceive him of that. In proving the existence of God, Descartes can rule out the idea of the existence of a deceiver, the Evil Demon. 1Perry, John, Michael Bratman, and John Martin Fischer. Introduction to Philosophy: Classical and Contemporary Readings. New York: Oxford UP, 2010. Print. 2Notes taken from lecture

The Value of Life in The Most Dangerous Game Essay -- Most Dangerous G

The Value of Life in The Most Dangerous Game  Ã‚   He is hunched down in the bushes, a .22-caliber pistol in his hand.   His blood-red lips split open in a smile as he watches his prey writhing, blood spouting from the wound, dry green leaves becoming wet crimson.   Then, with a terrible pleasure, he places the gun against the skull of his prey and fires one last round.   The hunter, brimming with sadism, drags his kill behind him, leaving a trail of blood behind on the ground.   Human blood.   This premise of man hunting man is one set up by Richard Connell’s short story The Most Dangerous Game.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The dominant theme to this story is that all life is to be respected and preserved.   A proof for this is that the protagonist, Rainsford, is at first disrespectful of animals when he hunts.   He is then placed into the animal’s role in a twisted hunt, and—due to the horrors he experiences—becomes more respectful.   More support to back this claim is that General Zaroff, the epitome of disregard for life, is defeated by Rainsford at the end.   However, this is not the most accurate theme of the story, and these examples also support another theme:   animals, and life in general, are not respected and never truly will be, and we should all come to terms with this fact.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Let us primarily take into consideration the aspect that Rainsford at first cares not for animals, but his view is altered by his experiences with Zaroff.   First, we must prove that Rainsford really did not care for animals.   Let us look at the conversation on the boat between Rainsford and Whitney.   Here is a quote:   Ã‚   â€Å"[...] Great sport, hunting.†   Ã‚   â€Å"The best sport in the world,† agreed Rainsford.   Ã‚   â€Å"For the hunter,† amended Whitney.  ... ...en that—and then takes Zaroff’s things, including his style of hunting, it is apparent that Rainsford has become worse, even as bad as General Zaroff.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Conclusively, as the main character of The Most Dangerous Game fails to learn from such a horrible experience the value of life, a society that has not been subjected to such an experience will also not know the value of life.   Our disrespect has gotten even to the point where our children are killing their fellow children.   The value of life in all its forms has not been discovered by all of society, and it never will.   We must learn to cope with that fact, or we will all be, in the words of Sanger Rainsford, huntees of our own nature. Works Cited: Connell, Richard. "The Most Dangerous Game." Structure, Sound and Sense . Eds. Laurence Perrine and Thomas R. Arp. 4th ed. New York: Harcourt, 1983.

Play is important for development and learning. Essay -- Legal Issues,

Play is a freely chosen and personally directed behaviour that actively engages children. It is very important that early years practitioners have a good grasp on this subject as the developmental usefulness of play for a child is extremely significant. For children, play provides them with the necessary skills to develop: socially, emotionally, physically and creatively. Bruce (2004) explores the fact that play is a valuable tool for children to discover their environment and to learn about why things happen using all of their senses both indoors and outdoors. The hypothesis that will be discussed throughout this essay is how play is important in early development and learning and how it serves both the child’s individual needs and the future society in which they will live in. This will be discussed and explored through reference to historical play pioneers, legislation, policy and guidance and theoretical knowledge on the social, cultural and intellectual perspectives on pl ay. The Early Years Foundation Stage (EYFS) Statutory Framework (2008), created under the Childcare Act (2006), gives all practitioners across England guidance on a play based approach to learning. Therefore, assuming children do learn by play, practitioners and professionals must deliver planned, purposeful play which has a balance between adult-led and child-initiated activities, as stated by QCA (2007). There should be a wide variety of different play methods that allows them to represent their own learning experiences. These opportunities provided for children in early years settings, need to enhance and develop all of their skills and abilities. This includes: communication with peers and other adults, exploring different environments that include takin... ...ole within learning for children. Play pioneers such as Friedrich Frobel, theorists such as Piaget, current legislation and guidance, and the support from parents and practitioners worldwide, understand, illustrate and provide evidence as to why play has such a critical role within every child’s early development and learning. It allows children learn through something they enjoy, possibly not even realising that they are learning themselves. Play has a key role within benefitting children’s growth and development; physically, emotionally, socially, creatively and intellectually. If it wasn’t for direct experience and learning through play, children would not develop and learn at the same rate as they do today as they have not learnt the language yet, so it provides them with a form of communication and learning which is designed specifically for their age group.

The Significance of Simons Death in Lord of the Flies Essay -- Englis

Explore the Significance of Simon's Death in Lord of the Flies. The characters in this story are thrown into a world of their own with no parents, no structure or laws and no protection from their own primitive instincts. There are many ideas about society and the nature of man represented in the novel. The theme of inherent human evil battling with essential human goodness, as represented by Simon. His brutal murder by the other boys indicates the scarcity of that goodness amid an overwhelming abundance of evil. The death of Simon is a turning point in "Lord of the Flies". It represents the completion of their degeneration from civilization to savagery. Simon is kind, thoughtful, sensitive, introvert and helpful by nature; he has a friendly aura about him that is recognised by Ralf as soon as they meet. Simon is used to represent what is good about the boys. Simon feels at home with the nature of the island, it seems to accept him and he is in harmony with his surroundings. Simon exhibits a number of contradictory characteristics. He is community spirited and helpful when building the shelters with Ralf, yet on occasions is solitary and reclusive. He often walks alone at night through the jungle and does not share the boys underlying fear of the darkness. He is described as 'Batty', 'queer' and 'crackers' by the other boys but quite what form this strangeness takes is never really explicit. Ralph sits at the beach, thinking about his physical deterioration, as his nails and hair had out-grown and are filthy and shabby. He realizes that they lacked the basic elements of civilizations, showing how he has become much more reflective over the fact that their being rescued seemed as far away as the "miles ... ...ilisation and responsibility. Golding uses Simon to show that when we are in trouble, we are likely to turn on the people that we do not understand. Simon is unlike the others thoughtful, sensitive and intellectual, he is a rather mysterious character who plays a key role in the supernatural side of the story along with 'spooky noises from the jungle' and his weird visions. After Simon's death, any trace of rules and resemblance of society that had been taken to the island had gone. This left the path open to the vicious murder of piggy and the final man hunt for Ralf. Simon's death is of utmost importance to the novel as a whole. It changes the structure of the system of authority on the island and it removes the only person who might reveal the fact that the beast is a figment of their imagination and so therefore ridding the island of the boys fear. The Significance of Simon's Death in Lord of the Flies Essay -- Englis Explore the Significance of Simon's Death in Lord of the Flies. The characters in this story are thrown into a world of their own with no parents, no structure or laws and no protection from their own primitive instincts. There are many ideas about society and the nature of man represented in the novel. The theme of inherent human evil battling with essential human goodness, as represented by Simon. His brutal murder by the other boys indicates the scarcity of that goodness amid an overwhelming abundance of evil. The death of Simon is a turning point in "Lord of the Flies". It represents the completion of their degeneration from civilization to savagery. Simon is kind, thoughtful, sensitive, introvert and helpful by nature; he has a friendly aura about him that is recognised by Ralf as soon as they meet. Simon is used to represent what is good about the boys. Simon feels at home with the nature of the island, it seems to accept him and he is in harmony with his surroundings. Simon exhibits a number of contradictory characteristics. He is community spirited and helpful when building the shelters with Ralf, yet on occasions is solitary and reclusive. He often walks alone at night through the jungle and does not share the boys underlying fear of the darkness. He is described as 'Batty', 'queer' and 'crackers' by the other boys but quite what form this strangeness takes is never really explicit. Ralph sits at the beach, thinking about his physical deterioration, as his nails and hair had out-grown and are filthy and shabby. He realizes that they lacked the basic elements of civilizations, showing how he has become much more reflective over the fact that their being rescued seemed as far away as the "miles ... ...ilisation and responsibility. Golding uses Simon to show that when we are in trouble, we are likely to turn on the people that we do not understand. Simon is unlike the others thoughtful, sensitive and intellectual, he is a rather mysterious character who plays a key role in the supernatural side of the story along with 'spooky noises from the jungle' and his weird visions. After Simon's death, any trace of rules and resemblance of society that had been taken to the island had gone. This left the path open to the vicious murder of piggy and the final man hunt for Ralf. Simon's death is of utmost importance to the novel as a whole. It changes the structure of the system of authority on the island and it removes the only person who might reveal the fact that the beast is a figment of their imagination and so therefore ridding the island of the boys fear.

Executive Support System

Executive Support Systems (ESS) †¢ supply the necessary tools to senior management. The decisions at this level of the company are usually never structured and could be described as â€Å"educated guesses. † Executives rely as much, if not more so, on external data than they do on data internal to their organization. Decisions must be made in the context of the world outside the organization. The problems and situations senior executives face are very fluid, always changing, so the system must be flexible and easy to manipulate. The Role of ESS in the Organization Executives often face information overload and must be able to separate the chaff from the wheat in order to make the right decision. On the other hand, if the information they have is not detailed enough they may not be able to make the best decision. An ESS can supply the summarized information executives need and yet provide the opportunity to drill down to more detail if necessary. †¢ As technology adva nces, ESS are able to link data from various sources both internal and external to provide the amount and kind of information executives find useful. As common software programs include more options and executives gain experience using these programs, they're turning to them as an easy way to manipulate information. Many executives are also turning to the Web to provide the flexibility they need. Benefits of ESS †¢ As more executives come up through the ranks, they are more familiar with and rely more on technology to assist them with their jobs. Executive Support Systems don't provide executives with ready- made decisions. They provide the information that helps them make their decisions. Executives use that information, along with their experience, knowledge, education, and understanding of the corporation and the business environment as a whole, to make their decisions. Executives are more inclined to want summarized data rather than detailed data (even though the details must be available). ESS rely on graphic presentation of information because it's a much quicker way for busy executives to grasp summarized information †¢ †¢ †¢ †¢ †¢ †¢ Simple for high-level executives to use Operations do not require extensive computer experience †¢ Provides timely delivery of company summary information †¢ Provides better understanding of information †¢ Filters data for better time management †¢ Provides system for improvement in information tracking Disadvantages †¢ Computer skills required to obtain results †¢ †¢ Requires preparation and analysis time to get desired information †¢ †¢ Detail oriented Provides detailed analysis of a situation †¢ †¢ Difficult to quantify benefits of DSS How do you quantify a better decision? †¢ Difficult to maintain database integrity †¢ †¢ Provides only moderate support of external data and graphics capabilities Examples of ESS †¢ The Sutter Home Winery uses mostly external data, including information from the Internet, in its ESS. It organizes the information in order to help executives make decisions based on trends in th e marketplace. The information includes data on competitors and information from market research. Sutter uses its system output to determine sales forecasts, marketing campaigns, and investment plans. Managers at the Royal Bank of Canada are able to choose their own criteria (from among 15 choices) to drill down and navigate data through easy-to-use interfaces. They don't have to accept data in formats chosen by someone else who may not understand individual manager's needs. Data analysis is more timely because the information is quicker to obtain and more convenient than before. †¢ Characteristics of ESS †¢ †¢ †¢ †¢ †¢ †¢ †¢ †¢ Degree of use High, consistent, without need of technical assistance Computer skills required Very low -must be easy to learn and use Flexibility High – must fit executive decision making style Principle use Tracking, control Decisions supported Upper level management, unstructured Data supported Company internal and external Output capabilities Text, tabular, graphical, trend toward audio/video in futur e Graphic concentration High, presentation style Data access speed Must be high, fast response ESS Applications †¢ †¢ †¢ †¢ Manufacturing Medical Government Financial summary †¢ Executive Support Systems meet the needs of corporate executives by providing them with vast amounts of information quickly and in graphical form to help them make effective decisions. ESS must be flexible, easy to use, and contain both internal and external sources of information

Referring to Iago’s soliloquy at the end of Act I scene III, examine what Shakespeare shows the audience about his character

Iago is one of the central char symbolizeers within Shakespeares Othello and is introduced super early in the match, Act I scene I. It is frequently assumed from notwithstanding this early in the play that Iago is cunning, p mudd allowing piece of music as he converses with Rodrigo. Throughout the centuries the commonalty opinion on Iago is that he is an insidious, misogynistic, materialistic, dissimulating char diddleer, among another(prenominal) things. Few critics have spoken in appraisal of Iagos character and actions.In act I scene III, Iago ends the scene with his root monologue. Soliloquies generally reveal a lot about a persons character to the interview, and when this is the first time the audience gets a taste of his thoughts. He swallows by discussing RodrigoMy put on my purseThis is departwork forceticularly dissimulating as he had unsloped been talking to Rodrigo, visualisening how to match exact him with Desdemona. This is a running theme, Iagos manipul ating, and two-faced dealings. This cerebrate withThat thinks men honest that but reckon to be soAs Rodrigo is not the only character in the play that fall for Iagos deceptions.The next part of the monologue that reveals a lot about Iagos character is his approach to exploitation Rodrigo for his witness benefitsBut for my stimulate sport and profitIago can use Rodrigo victimisation his manipulative powers of speech, he deceives Rodrigo to gain notes off him and use it for his own involve sooner past on the trade union movement it was intended for. By referring to this task as a sport it in any case implies that Iago receives round joy from deceiving citizenry, that he finds this fun and does this for his own fun. The audience is left doubting his character and feels humane for the other characters involved in Iagos deception.Iago then reveals a possible motive for his unjustifiable behaviorthat twixt my sheetsIago thought that at some point Othello had cuckolded hi m, led Emilia wide from their marital bed. Iago displayed the same reaction that closely men would, and so felt betrayed and angry, although he did not know for sure that the act occurred. This is a good argument against Coleridges life-sustaining comment on his actions. He draw his actions asMotiveless malignity.This does appear to be the case, to a certain extent. Especially for a modern day audience, we find it harder to stimulate that Iago would become so nasty to batch so close to him, but to an Elizabethan audience it would be more than thinkable without any motive behind him. This part of the speech may not save his behavior for the rest of the play, but it is a starting point, it gives the audience something to relate to, to begin to justify his actions.Cassio is a proper man with this awareness of the word, proper means handsome sort of then suitable. This appears to be a cheering to Cassio, but again Iago is using him for his own means. Iago can use Cassios good looks and spatial relation in society to create the allusion of an action with Desdemona. Othello only becomes jealous because there is something to be jealous of, if Cassio was not handsome and admirable Iago would have nothing to create the green-eyed monster from. This is barely another example of Iago using people close to him to gain what he wants.Iago appears to be a character that is trusted, by almost bothone other than Desdemona. She comes across as more suspicious character, as she questions Iago rather then just falling for every word he says. Iago knows that his fellow soldiers and people in society trust him, yet another way in which he can use manipulation as there is grounds for him to manipulate. This is shown when he saysThe truss is of a free and open nature,That thinks men honest that but datem to be soIago actually admits to his deceitful nature, and ridicules Othello for being so trusting. This is the entire base for the play if Iago werent so trustworthy then Othello would have no reason to believe his accusations of Desdemona. It is this perception that makes the play possible.Othello is Iagos general therefore he should be respected, and not ridiculed, which he is in this soliloquyAs asses are.It is disrespectful for Iago to be referring to his general as a fool, whether he is a Blackamoor or not. This shows that Iago is not a decent character he does not even have the decency to respect his general, let alone other aspects of his character.Towards the end of the soliloquy, Iago refers to endocarp and nightWhich would have been a lot more relevant to an Elizabethan audience as it represents the gall and malicious behavior. It is ironic that he uses devilish language, as he is associated with the devil due to his evil character. To emphasize this point, he also saysMonstrous birth to the worlds light.This also would have had a greater trespass on an Elizabethan audience, and this is only the lineage of the devilish language use d by Iago. It was said by William Turnbull thatIago is an unbeliever in, and a denier of, all things spiritual, who only acknowledges God, like Satan, to bear him. (Othello A Critical Study, 269)This is proved passim the play by constant references to the devil, night, dismal and Iagos actual behavior and attitude to situations.Finally, this soliloquy shows a great deal in its length. Within twenty-two lines, Iago has explained his actions, had no plan and conceived a plan and becomes anxious to begin. This shows his ability to improvise quickly and leaves the audience query how often he uses this ability, when he was with Rodrigo? Othello? Cassio?To conclude, Shakespeare uses this contingent soliloquy to allow the audience to see what we believe to be Iagos true personality. We hold that he is definitely dissimulating, manipulative, deceitful, and disrespectful, a vilifier and cunning. Before this the audience could only conjecture on this and the remainder of his personal ity as he shows different sides to different people, he has been referred to as an onion and Janus, the Roman god because of his multiple personalities.