Aurora Research Essay

Our country’s natural resources are the cornerstones of our progress. It is only fitting that we do all that we can to protect and conserve them. The Philippines is a global priority for the conservation of marine biodiversity. The country is also highly dependent on marine resources, with more than one million people directly dependent upon the fisheries sector. BALER, Aurora , Philippines – A marine research center that would conduct continuing research and experimentation on the culture and propagation of native marine species and develop high-value products from endemic marine and aquatic species in the province has been set up in this capital town. Sen. Edgardo Angara said that Aurora Marine Research Center has been established in coordination with; the Bureau of Fisheries and Aquatic Resources, National Museum, Aurora State College of Technology and the Inter-Agency Committee on Marine Research Center. Its 330-kilometer coastline, steady rainfall, rich collection of flora and fauna and Hawaii-like weather, the province has natural growth potentials for fisheries development with the AMRC, a perfect complement to the province rich marine resources. R.A. 9441 authored in the Senate by Angara and in the House of Representatives by House Deputy Majority Leader Juan Edgardo Angara. He said the AMRC would seek t improve existing technology for maximizing income potentials of the coastal community and the fishing industry and encourage the culture of marine species native to the province. He said that major fish species abound in the province from Dilasag to Dingalan such as blue marlin, lobster, octopus, tuna and even reef fishes. In addition, the province has five marine protected areas in Dibut MPA, Dibutunan MPA, Diguisit-Puntin Marine Protected Area and the Ditangol and Mapalad-Dibaray bay Fish Sanctuaries. STATEMENT OF THE PROBLEM: * Weak Institutional and Legal Capacities for Biodiversity in the Philippines * Many species endemic to the country are threatened or endangered. * Exploitation too much of flora, fauna and marine life. * Occurring different effect of climate change to marine biodiversity. * Amid warnings of a new wave of red tide hitting several coastal areas in the Philippines OBJECTIVES: * Provide crucial insight on how to preserve and protect our marine ecosystems. * Create a database containing valuable data on the biodiversity, habitat, abundance, and overall status of the province’s marine resources. * The marine research, with the technical assistance of the Bureau of Fisheries and Aquatic Resources of the Department of Agriculture and such other agencies involved in marine research, shall conduct continuing research and experimentation on the culture and propagation of native marine species especially as they apply to the peculiarities and characteristics of local conditions, for the purpose of improving existing technology and for maximizing income potentials of the fishing industry. * Take such steps as may be necessary to encourage the culture of marine species native t o the province and thereby promote and attract investments in this field of economic endeavor by providing through the facilities of the breeding component of the center, the application of the technologies developed by the research component of the center and ensure the ready and steady suppIy of spawners, fries and fingerlings t o those engaged in this industry.

3 Idiots Essay

3 Idiots is a bollywood film that released worldwide on 25th December 2009. It was produced by Vidhu Vinod Chopra and directed by Rajkumar Hirani. The film has three actors playing the lead roles, hence the film is named 3 Idiots. The three lead actors are: Aamir Khan, Sharman Joshi and R Madhavan. These three are the brilliant students of their respective high schools. While Boman Irani portrays the role of the college director of the college which these three students join after graduating from their high schools. Also, there is a small role played by Kareena Kapoor. She is the leading lady of the film and plays the role of the director’s daughter. The film displays the importance of learning and education in our lives. The film deals with the education system in India and how the students are unable to cope up to the pressure because of the excessive amounts of exams and assignments. 3 Idiots is a story of three bright students who have acquired a GPA of 10.00 (on a scale of 10.00) in their high schools. They enter the most prestigious college for engineering in India: The Imperial College of Engineering. Rancho is a character played by Aamir Khan. He loves machines and that is the reason he wants to pursue mechanical engineering. Raju, the character played by Sharman Joshi doesn’t live life to the fullest. He is scared of the assignments and exams. He wants to work very hard and get a good job as he comes from a poor family and he is the only one to support his family. Farhan is the name of the character played by R Madhavan. Farhan wants to be a wildlife photographer but he joins the college of engineering because his father wants him to be a mechanical engineering as he has very good grades in his school. While Viru Sahastrabuddhe is the director of the college which is played by Boman Irani. Viru is a very strict professor and maintains his pressure upon his students. There is an incident in the film which shows that a student commits suicide because he doesn’t provide sufficient time to him for completing the project. The students are unable to take such pressure and they believe that it’s time for them to end their life. This is a true situation and such pressure exists in most of the colleges in India. Rancho loves engineering so he doesn’t have problems with the exams and assignments. While Raju and Farhan are unable to get good grades as they feel the pressure of the education system. Rancho asks Farhan to change his field of study from engineering to wildlife photography as Farhan always wanted to become a wildlife photographer. He advises Raju to  put away his fear and it would help him to succeed in his exams. In the third year of engineering recruiters hire students. Viru says that Raju and Farhan would only be able to get the jobs only when they pass with good grades in the final exam. To purposely fail them he sets the paper himself, increasing the difficulty level. Viru’s daughter Pia comes to know about this, so she informs Rancho. Rancho tries to steal the paper and is caught by the director. He decided to rusticate all the three for their act. Pia informs his father about the real reason that took her brother’s life. Viru thought that his son had died in a car accident but later he comes to know that he committed suicide as he didn’t want to pursue engineering. He was forced by his father to become an engineer while he wanted to study literature. This is the reason why he committed suicide. Knowing this truth he decides not to rusticate the three students. This film is based on a novel by Chetan Bhagat titled Five Point Someone- What Not To Do At IIT. Bhagat’s novel also involves the same three lead characters but with different names. The title of the novel â€Å"Five Point Someone† is based on the five point scale which is used to calculate the GPA at the Indian Institute of Technology. Chetan Bhagat is being regarded as the ‘biggest selling English author in India’s history’ (Chandrakar). Chetan Bhagat feels very proud t hat his book and his message have received a wider audience because of the film. People nowadays are less likely to read a book. So, the message of the author is spread throughout the world where the film would be released. Chetan Bhagat is a prominent Indian writer who has written several other bestselling novels such as 2 States, One Night at a Call Center and 3 Mistakes of My Life. All of these are being made into different movies. The film 3 Idiots finely portrays the education system of India by showing exactly what happens with the students of a particular engineering college. Students have to cope up with high amounts of pressure to pass the exams. Committing suicide is not a solution to the problem, but fighting against the system to improve it can solve the problem to a certain extent. This film shows that Rancho argues with the director to make him understand that the way of teaching is incorrect and he blames the system for this. During an academic year students have several exams to take which involves vast syllabuses and also projects need to be completed within a short span of time. The film also motivates people to study what they like and not what  their parents would ask them to. The director of the film makes an effort to display the critical condition of the education system of India in the form of a brilliant movie which is entertaining and a lso sends an important message out to the viewers.

Analyzing The General Public s Use Of The Internet Essay -- Addiction,

Voluntary questionnaires such as the Compulsive Internet Use Scale (CIUS) that uses a 14 question Likert scale that accesses substances and pathological addiction symptoms geared toward internet compulsion. The Wolfling, Muller and Beutel’s assessment for Internet and Computer Game Addiction Scale (AICA-S) was initial used in clinical settings that become a self-reporting questionnaire. This study measures Internet usage by the age, applications visited, and frequency. (Kuss, Shorter, Rooij, Griffiths, Schoenmakers, 2013 ). Other research methods of testing have been done by patients seeking help with other pathological compulsive disorders. One such study that was used was the Barratt Impulsiveness Scale – 11 (BIS-11) was developed to measure personality and behaviors in impulsivity. Other tests such as the Go-Stop impulsivity paradigm is used to help with the classification of Internet addiction and the severity. This is a type of study that will use go and stop pro mpts and evaluations of people’s reaction to the prompts. The Young’s Internet Addiction test is another test that uses a ... ... middle of paper ... ...isorders with the ability to hide their true identity. The people who also do find that these attractions on the internet are also putting the family’s at risk. The compulsive gambler is putting his family at risk by financial drawbacks, as the person with an Internet porn addiction is isolating his real emotions away from his loved ones. Both of these addictions are treatable through clinical counseling, family counseling, individual counseling and group therapies. Conclusions of the a study that was conducted by Gunuc (2015) concluded that when people are withdrawing themselves from normal family functions and spending a large amounts of time on-line doing various things such as gaming, gambling, and social networking. There should be some form monitoring and evaluation of behavioral patterns that could prevent them from developing future addictions (Gunuc, 2015 )

STRATEGY EVALUATION AND REVISION Essay Example | Topics and Well Written Essays - 4250 words

STRATEGY EVALUATION AND REVISION - Essay Example Like all other aspects of life, sport has also been subject to certain modifications time and again. In modern times, sport has been subject to tremendous competition and rivalry. Sport England has come up with number of strategies to develop the community sport in England. The prime objective of the Sport England is to have a set of talented professionals by 2012 London Olympics. For this purpose various strategies like tapping young talents, recruiting expert coaches, maximising the number of volunteers, integrating the club framework are being adopted. Sport England has partnership with NGBs, Youth Sport Trust, local authorities. The analysis of the strategies of Sport England reveals that the steps are quite outstanding and has created a general interest among the mass for the development of community sport. The importance and relevance of sport in human life has long been understood and accepted. The best of the minds and talents, irrespective of their working spheres have acknowledged this fact. As the famous scientist Benjamin Franklin observed, â€Å"Games lubricate the body and the mind†, the relevance of sport can be related to the spectrum of daily or day-to-day life. In simple words, sport can be defined as an activity where the participating and competitive forces apply their physical and mental abilities to win over the competitor within a periphery of declared regulations. Though in United Kingdoms, the activity is known as ‘Sport,’ in United States, it is popularly called ‘Sports’. Today, sporting teams and their related activities with highly professional partners make an industry. Generally, we refer it as the sporting industry or fraternity.

Compile a fully comprehensive and detailed lab report from notes Essay

Compile a fully comprehensive and detailed lab report from notes - Essay Example One of the most vivid ways on how it affects electromagnetic waves is how astronomers apply color shift from light waves from astral bodies to determine the speed of these bodies and how far they move from the earth. In a Doppler radar system, a known frequency signal is transmitted from an antenna pointed at a reference object. Another antenna is used to receive the signal reflected back from the reference to determine the Doppler shift of the relevant signal. A radar is represented by a block diagram consisting of an RF (microwave) section, signal processing section, and a a regulated power supply section. A successful design for a Doppler radar system requires an understanding of; The first principle is that when microwave energy is reflected by a moving target, a shift in frequency occurs. This is principle adopted by all Doppler radars. The frequency shift amount is directly proportional to the target’s velocity which is relative to the radar’s transmitter. The Doppler Shift frequency is given by; The design for the antenna, PCB and circuit design were done through the help of friends. One friend was to work on testing and assembly, the other the proto-type circuit. I worked on the design of the box. The LCD was connected to the whole circuit by the headers. Issues of concern in the design were power transmission, power reception, frequency, the radar target cross-section, the radar target distance and the speed of light. The dimensions were determined and the radar gain G, established. These activities were captured and completed on the second day. Issues of concern were the radar cross-section, transmission time, and shape of the radar system. The effects of reflection were determined by materials, size and shape of the system. Radar cross-section determines the amount of reflected radio wave. From the project, the radar cross-section, the minimum range for the radar

The chassis of a typical motorcycle Essay Example | Topics and Well Written Essays - 2500 words

The chassis of a typical motorcycle - Essay Example dy components are made from cast-able aluminum, we will discuss here, the characteristics for aluminum casting with reference to its various grades, as this is the best non-ferrous casting alloy and Accordingly, the proper aluminum grade is to be selected, depending on the type of casting. In most of the cases, â€Å"Twin Spar† type aluminum is used for the manufacture of a motorbike frame. The further techniques and processes for the manufacture of this chassis involve welding, tube manipulation and profiling, sheet metal work and Jigging, tooling. These are described here in brief This process is involved when the product turnover is huge .As indicated above, the sand casting or die-casting techniques are used for the manufacture of a motorbike chassis. However die-casting is the technique mostly used for the aluminum chassis manufacture. The process can be either hot chamber or cold chamber die casting methods. The molds involved are required to be quality tested frequently due to their high ware and tear. Various casting processes have their respective advantages and limitations. Some of them are detailed below Apart from the nonferrous metals like aluminum, which are used for die-casting to manufacture the motorbike chassis, other non-metal materials are used currently. These include high resistance and strong polymer based compounds that may need a different casting procedure. The road-going version of Norton featherbed frame was manufactured using electric arc welding process only. However, the technology has advance a lot since then and it is now found that electric arc welding may not be suitable for the chassis building as the requirement of the tubing wall thickness here is more than 2mm, which makes the material expensive. This is also called CO2 gas welding. The weld material is in the form aof a wire or electrode and the gas fed as a shroud is the mixture of carbon dioxide and argon. While, the process is used mostly for steel tubing and other

Who are you Essay Example | Topics and Well Written Essays - 500 words

Who are you - Essay Example The Canoe restaurant has to a great extent complied with the laid down regulations on food handling and storage. Referring to the Los Angeles county regulations, to evade food contamination, all frozen food should be prepared in a frozen state or refrigerated at a temperature of less than 38 degrees. From the assessment findings, it was noted that, staffs in the restaurant were reluctant in complying with the directives. The temperature in the kitchen was at 73 degrees which was far beyond the stipulated temperature. the kitchen staffs were extremely clean and had spotless and bright uniforms as required for by the Los Angeles county regulations. According to the existing regulations, potentially harmful foods such as fish, beef, and raw pottery ought to be prepared with sanitized and cleaned equipment. However, the inspection confirmed that, the kitchen staffs failed to act in accordance with the existing regulations. During the investigation, it was noted that, the chief assistant used one instrument to chop different meat without cleaning or sterilizing it. To ensure adequate hygiene in foo d preparation, the Los Angeles county regulations emphasizes on the significance of wearing a clean uniform, gloves, and hair nets. After investigation, it was observed that, the chef and its assistant wore gloves but they lacked a hair net. On the other hand, the restaurants did not comply with the regulations which define how foods should be handled when preparing them. At around one, the investigator noted a less frozen turkey on the counter. All foodstuffs are required by the law to be well wrapped and stored in a clean dry. During the investigation, the freezers and refrigerators were all well organized and spotlessly clean as required for in the regulations. The foods in the refrigerator were stored in sealed containers. However, it was impossible to recognize the stored food since the wrapped foods were neither dated nor labeled as specified by the

Democracies Essay Example | Topics and Well Written Essays - 1250 words

Democracies - Essay Example However, different inaugurals, studies, and declarations such as; The Four Freedoms which were presented by Franklin D. Roosevelt for the strengthening of democracy; the UDHR; President Obama’s Second Inaugural; etc. This paper critically analyzes these articles and declarations on the topic which are in significant relevance with each other; UDHR and Four Freedoms and Kaplan’s Article and Obama’s Second Inaugural. Moreover, it will also highlight the impacts on each other. Likewise, other responsible democracies of the world, United States also have great respect and serious interest towards democracy and human rights. These components have long been the core focus of the U.S. Foreign Policy. The increased emphasis on democracy by its leaders, government, and other concerned authorities is because of the fact that it allows them to advance their national interests on global levels. Moreover, the freedom for religion and the workers and labor rights as essential American ideologies are also well promoted through it. It is believed by the U.S. Government and people of U.S. that, democratic nations have more contribution towards global peace; it helps in diminishing aggression; allows expanding open markets, and ensures and safeguard the basic rights of Americans (Patterson). It is due to these reasons that many U.S. Presidents have addressed the topic of democracy and has shown its importance in their speeches at different occasions. Similarly, different institutions and the UN have also highlighted its significance. The UDHR in 1948 was also presented to show the vitality of the human rights. It was due to this declaration that the organized community of nations declared the human rights and the relevant essential freedoms for the first time (United Nations). However, the declaration was presented for democracies all over the world and was conceived as ‘a common standard of achievement for all people and nations’ (United Nation s). It was formulated to measure and identify the level and degree of respect for an agreement with the international human rights principles. Varying from economic, social, cultural, to political rights, to which all individuals are authorized without any differentiation, the UDHR consists of 30 articles (United Nations). Declaring all humans as equal individuals since their birth (Article 1), the UDHR is a complete set of rules. The economic, cultural and social rights to humans are mentioned in Articles 22-27. All individuals are declared as equal members of the society (Article 22). The declaration’s mandate limits everyone and every state and government to provide all humans the same rights without any discrimination (Article 2). The declaration in its 4th Article also highlights the curse of slavery telling that no one should be held in slavery or servitude (United Nations). The right to justice is also declared to all individuals and that all of them can make use of th e right before the law as a person everywhere. Right to privacy (Article 12) and the freedom of thought, conscience and religion is also declared to all in Article 18. Article 19 deals with the freedom of expression and speech. The declaration also deals with religion giving every human equal right for it (Article 26). The United Nation’s, UDHR worked as a chief declaration for the human rights and many democratic states including U.S. followed it with its full implementation. However, the

History Essay Example | Topics and Well Written Essays - 1000 words - 17

History - Essay Example The era of the Southern Reagan Democrat was ushered in by racist attitudes that perpetuated the stereotypes about race, poverty, and the deterioration of the inner city. The conservative movement of the last half of the 20th century was based on reactionary politics against the social movements that sought a redistribution of legitimate political power. To a large extent the polarization of the political movements have been an ongoing struggle based on the politics of fear brought on by the Cold War in the 1940s and 1950s. All social movements, whether pro-labor or public health care, were labeled as communist inspired socialist programs. The Vietnam War became a significant factor in further defining the conservative movement. According to Meagher (2009), "their most notorious role in the development of the conservative coalition was to devise a post-Vietnam foreign policy in response to the perceived failures of Democrats to confront communism" (p.261). In this way, the conservative movement was able to turn the battle against liberal social programs into a front for the Cold War. The Vietnam War was also instrumental in forming a common cause base, which several other social groups utilized to form coalitions in an effort to solidify voting blocs. Identity politics, the Black Panthers, Civil Rights, feminism, and the environmental movement all fell under the anti-war umbrella. The left viewed Vietnam as a symptom of worldwide oppression. Though this was a worldwide war being waged by the left against imperialism in all its forms, political and economic, the Left was able to be translated it into the broader issues of community and neighborhood problems of housing, jobs, and education (Nakanishi and Lai, 2003, p.172). Social progress was viewed as redistribution of wealth and progressive programs were labeled as socialism. The conservative movement continued to

Organizational behaviour Essay Example | Topics and Well Written Essays - 2500 words

Organizational behaviour - Essay Example For employees or humans in general, mental aspects or brain or mind is the key, which has to be in a highly inspired or motivated state for it to function efficiently. When the mind of the employee is in an inspired or motivated state, then it will utilize not only its’ mental part but the whole physical body to effectively carry out all their allocated tasks thereby contributing their best to the organization. Thus inspiring or motivating (both can be used in an interchangeable manner) the employees forms crucial part of organizational functioning or even leadership duties. In organizational setting, employees will carry out their allocated tasks due to personal motivating factors like salary, taking care of their family, professional growth and so on. However, more than those personal motivations, if the organization and in particularly its’ leaders actualize a motivating environment by setting goals and roles to the employees, by giving them non-financial appreciation, by utilizing the employees’ strengths and by promoting apt Work-Life balance, then the employees’ motivational levels will accentuate and that will lead to strong performance by them. These four motivational strategies and especially leaders’ role in it was focused in the article How to....inspire your staff by Doug Crawford. Focusing on the above mentioned four motivational strategies discussed by the author of the article, the report will first review the key motivational theories, followed by how those theories are relevant and connected to those four mot ivational strategies. At the basic level, motivation can be viewed or termed as the inner drive that would make the humans think as well as act in a particular manner. The term motivation is derived from the Latin word motivus which stands for impelling, moving and driving. (Worsch 2004). Although, it is

Philosophy of Religion Essay Example for Free

Philosophy of Religion Essay Is religion necessary in maintaining a happy and successful family? Yes, religion plays a vital role in good family structure. Whenever religion is taken seriously and applied to family life, there is a definite prosperous and positive outcome. When families attend church together, there is a closer bond between family members and it is highly probable that family members who attend religious services push toward higher moral standards which in turn, builds a more solid and moral household. When the man observes religion in the home, he takes on the role as head of the household and creates harmony with other family members by providing for his family and treating his family with respect. When the woman recognizes her role in the home as a religious follower, she will also respect her husband and nurture her children as she is taught through religion. The children will do their part in their home by respecting both parents and also by using good moral values. Many people find it hard to understand why it is important to practice religion in homes since we rarely witness this in recent history but by following the laws of God, we lead ourselves and our families in the right direction.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Should parents stay together when they feel that their marriage is one that has lost passion? Yes, it is important for families to work together in resolving marital problems in order to have a happy family. Children need the support of both parents working in unison and married couples should seek outside support if necessary such as members of the church if they feel they can’t work through the unhappiness in the marriage. The high divorce rate in America has broken down families and has increasingly left children in broken homes when on most occasions, the problems could have been worked through. The Bible gives us many guidelines concerning marriage and if we heed God’s Word, then it is highly possible for broken homes to be mended in order for children to grow up in a stable environment. If more parents would work harder at their marriage instead of getting divorced, family life and the quality of life would be much greater for everyone in the family.

School Polcies Essay Example for Free

School Polcies Essay In the school display policy it should include the aim and objectives for the display. It is there to stimulate learning environment. It helps a child to gain new information and also to build their learning skills. The displays must be kept in good condition and also where possible trimmed and mounted. Staple guns and sharp pins should be kept out of reach of children and also removed properly when taking down old posters. A person may use different materials to help their posters look better and more eye catching for the children. Posters should be mounted in different ways and in different varieties. Heading, titles, letters and information must be written clearly for children to read. Display areas must be kept tidy and clean to prevent accidents. Display areas can be in the corridors, the classroom and outside the principal’s office. Staff must take pictures and record evidence for their reference. Staff have responsibility to ensure that the posters are kept in good condition and also to use health and safety procedures while putting up displays. Staff must use staple guns rather than pins as this could be dangerous if children get their hands on it. Staff must know how to approach hanging up displays that are high by using ladder not standing on chairs and tables. In the display policy it includes to use spray glue not super glue and this contains many dangerous chemicals. Display policy outline the rules and regulations that staff and students need to know before they are able to put displays up.

Impact of Celebrity Endorsement on Consumer Behaviour

Impact of Celebrity Endorsement on Consumer Behaviour Chapter 2 LITERATURE REVIEW   Ã‚   2.1 Introduction As stated earlier, this chapter will provide an overview of the consumer behaviour and specifically, it will focus on the celebrity endorsement approach. It will be examined, how celebrities connect to consumer behaviour, and beauty products in order to identify the gaps in the previous studies that were conducted. Therefore, this study will be discussed, the relationship between celebrities, consumer behaviour and beauty products, so many literatures on each these topics will be provided. Moreover, chapter 2 will be divided into three sections where the following topics will be examined: (1) Factors which affect Consumer Behaviour, (2) Celebrity endorsement and the role of celebrities in advertising and (3) Celebrity influence in beauty products. 2.2 Consumer Behaviour Consumer behaviour is very important, and has been examined by many marketing scholars. It is also essential for marketers to understand how consumers behave and think, in order to identify consumers demands and satisfy their needs (Hoyer, 2014). Therefore, the field of consumer behaviour is the study of individuals, organisations or groups and the processes they use to select, use and dispose products, services or experiences in order to satisfy needs and the impacts that these processes have on the consumer and society (Hawkins and Mothersbaugh, 2010:6). As Kotler and Keller (2009:190) appointed, a consumers behaviour is affected by three different factors: cultural, personal and social factors. There are many different kinds of factors, under each of these three categories. Throughout this study, I will examine the trends and factors that shape the consumer behaviour and how they influence consumers decisions. According to Solomon et al. (2006), culture is a mixture of meanings, norms, rituals and traditions shared by an organisation or a society. As Blackwell et al. (2006) mentioned, culture has a profound effect on how and why people, purchase and consume services and products. Culture has an impact on how people buy, as well as, influences the structure of consumption and the individual decision making process (Jobber and Ellis-Chadwick, 2013). Therefore, as Kotler and Keller (2009) stated, culture and specifically subculture, is one of the factors which has an impact on how consumers search for information. Also, culture affect how consumers make purchase decisions, during the need stage and the alternatives stage in the decision making process (Jobber and Ellis-Chadwick, 2013). Subculture is also a part of culture, which influences the way, people act as consumers. A subculture is a culture within a broader culture, which has its own separate beliefs and values (Kotler and Keller, 200 9). Moreover, LOrà ©al, which is one of the worlds largest cosmetic companies, is tailored their products regarding to consumers culture (Noel, 2009:49). As Solomon et al. (2014) reported, another factor which is involved in the cultural factors, is the social class. Social class, affect the purchase decision and consumer behaviour, because different products and services are appropriate for certain social classes. Consumers can make their decisions, regarding to their social class, which is influenced by the culture of each individual (Blackwell et al., 2006). Lifestyle, age, occupation, income, personality and self-concept are all located in the personal factors category. As Mowen and Minor (1998) stated, lifestyle denotes how people live, how they allocate their time and how they spend their money. Personality refers to the internal characteristics of a person and therefore through that characteristics, consumer make their consumption choices. Also, personality consists of distinctive patterns of behaviours that make one individual different from another (Hoyer and MacInnis, 2008). According to Hawkins and Mothersbaugh (2010), there are many theories of personality but the most useful is the Trait Theory. Therefore, Trait Theory examines personality as an individual difference. As people have different personalities, they have as well as different consumption choices. Age and occupation are another factors which play a major role on the consumer behaviour, because each age has different preferences and also for people who have different occupations, they have different consumption decisions. The income of each person has an impact on what they buy and from which shop. The income is a major factor in the consumer behaviour, because regarding to the income people choose their products or brands (Hoyer and MacInnis, 2008). Finally, the last personal factor that it will be discussed is the self-concept. As Hoyer and MacInnis (2008) added, self-concept is how people view others people and how people view themselves. When people buy something, it says something about themselves and about their identity. As a result, through the purchase decision, consumers influence by the self-concept. Belonging to groups and trying to fit in, it is assumed that affect every stage of the consumer decision making process (Blackwell et al., 2006). As Park and Lewsig (1977) noted, the behaviours, values and attitudes of the group are perceived to have relevance upon the behaviours, evaluations and aspirations of another individual and as a result, reference group has a significant impact on consumers behaviour. Reference group is defined as any person or group of people who influences an individuals behaviour (Blackwell et al., 2006).Therefore, reference groups can be individuals, such as athletes, political leaders or celebrities. Hoyer (2014) pointed that, other peoples opinions will affect consumers decision making by becoming judgment standards.Such groups, affect people by creating socialisation of individuals, which it is important in developing self-concept and provide a benchmark for comparing each other. Celebrities grab attention, communicate effectively with consumers and a s a result, they create awareness (Blackwell et al., 2006). Consumers may emulate with celebrities, by using the endorsed products and this, has a huge impact on their consumption decisions. Another personal factor, is the role of the family and how family affect the buying decisions. Finally, as Kotler and Keller (2009) demonstrated, status in the society is another factor. For instance, consumer behaviour is influenced by each persons social class and by the concept of a taste culture. In understanding the consumption choices among the social class, it is important to take into consideration the concept of a taste culture which differentiate people in terms of their aesthetic and preferences (Solomon et al., 2014). While, this study is presented the factors that affect consumer behaviour, in the following section it will be discussed the phenomenon of celebrities and how they influence consumers about their consumption choices. Therefore, it will be noted the role of celebrities and how companies select the celebrity who wish to endorse their brand or their product. 2.3 Celebrity Endorsement Competition today is a fierce. In todays competitive world, marketers need to do their products more memorable and more appealing. In order to achieve this, they use celebrity representative. Through the product diversity and the rivalry of services and products, celebrity representative become more and more popular in todays modern marketing (McCracken, 1989). Researchers have noted that, companies spend huge amount of money in paying celebrities to endorse their products and brands (Erdogan 1999; Agrawal and Wagner 1995; Gabor et al. 1987; Mathur et al. 1997; Kaikati 1987). Using celebrities in advertising was originated since mid- nineteenth century. Dates back to the mid nineteenth century, Cadbury received their first Royal Warrant on 1854 as manufacturers of cocoa and chocolate to Queen Victoria. During the year 1854, Queen Victoria agreed to lend her face to one of the print advertisements of Cadbury (Erdogan, 1999). Erdogan (1999), published a table which shows the percentage change in the number of advertisements that use endorsers over the last thirty years. Figure 1: Estimates the utilising celebrity endorsers in all commercials The figure 1 below, was taken from the academic article of Erdogan (1999: 291). In 1979, Erdogan claimed that the usage of celebrity endorsers was estimated as one in every six advertisements. In 1988, was estimated as one in every five advertisements and by 1997, advertisements used some form of endorsers had risen to 25% (Erdogan, 1999). As Shimp (1997) reported, 25% of US advertisements had celebrity endorsers. Therefore, between two and three billion dollars were spent on celebrity advertising in 2006 in USA only (White et al., 2009). Over the years, the usage of celebrity endorsers has dramatically increased. As McCracken (1989) mentioned, a celebrity endorser is defined as any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement. Although, this definition was defined in 1989, it is still relevant today and it has been used by many researches. Nowadays, the majority of companies are using celebrity endorsement as form of marketing communication, in order to add some valu e to the promoted products and influence consumers to make a purchase. Recent research findings have shown, that 8 out of 10 TV commercials scoring the highest recall are those with celebrities appearances (Mukherjee, 2009). Celebrity endorsers may be entertainers such as, actors, actress, models, singers or even athletes, business people and politicians (Hsu and McDonald, 2002). Therefore, the selection of a celebrity endorser is a really significant decision (Ohanian, 1990). Previous studies on celebrity endorsement have examined the relationship between the endorser and the credibility. For a celebrity to be attractive, consumers need to trustworthy and believe what the celebrity say something about the product. An attractive celebrity will be more credible and attractive by the audience (Miciak and Shanklin, 1994). As Miciak and Shanklin (1994) examined, a celebrity should meet five characteristics. She or he needs to be trustworthy, recognisable by the target audience, affordable, at little risk for negative publicity and match with the audience. Therefore, credibility is the primary reason, for choosing a spokesperson. The most important dimensions of credibility, are expertise of the product, or t rustworthiness. If a celebrity is credible, then the consumers may intend to mimic a celebritys appearance, and buy the product endorsed (Miciak and Shanklin, 1994: 54). Experts claimed, that a celebritys values, appearance and image, must be relevant with the product endorsed. For example, LOrà ©al uses Beyoncà © Knowles to endorse the beauty line of the company, because she is such, a suitable and influential person for promoting beauty products. She has many positive characteristics, which gives to the products a good taste. Moreover, Beyoncà ©, such an extremely positive endorser, has a womanly shape body and a beautiful face, which influence consumers effectively. All these physical characteristics, connected to create the need in consumers mind and buy a beauty product, in order to be attractive and sexy like Beyoncà © (Miciak and Shanklin, 1994). Celebrities play a vital role in the mind of consumers, and they are influential people who can persuade consumers, to buy prod ucts through their characteristics. In the following paragraph, the role of celebrity endorsement will be presented. According to Kanungo and Pharg (1973), the usage of people in advertising gives a more meaningful social context for the product and also, provokes more emotional reactions from the consumer, towards the product. People who are good looking, attractive and appealing used as endorsers by advertisers and celebrities will be in this particular group. As Audi et al. (2015) mentioned, celebrity endorsement research has revolved around five themes: celebrity meaning transfer (McCracken, 1989), celebrity attractiveness, celebrity credibility, celebrity impact on consumers and brands (Ohanian, 1991) and the Match-up hypothesis (Kamins, 1990). Figure 2: Meaning Movement and the Endorsement Process Source: McCracken 1989 The figure 2 was taken from Erdogan (1999: 306). McCracken (1989) demonstrates a Meaning Transfer Model which is made out of three stages. Moreover, it is one of the most important theories which is used to explain and describe the effectiveness of celebrity endorsement. Celebrity endorsers bring their own symbolic meanings to the endorsement process and that meaning is associated with the celebrity and it is initially transferred from the endorser to the brand. This process starts with the formation of celebrity image, continues with the transfer of meaning from the celebrity to the product and then finally, it ends with the transfer meaning from product to consumers (McCracken, 1989). As McCracken (1989) claimed, advertising is the best way of moving meanings from culture, to consumers and to goods. Therefore, the second component of celebrity endorsement is the celebrity attractiveness. Through the attractiveness of celebrities, Atkin and Block (1983), mentioned that attractiveness, is one of the reasons why famous endorsers are influential. While physical attractiveness is a characteristic of celebrities, they are considered as credible people, when they are endorsed a beauty product. Their role is to transfer the good taste, to consumers and persuade them to buy it. According to Mukherjee (2009) and Ahmed et al. (2015), attractive celebrities are more influential than people who are not attractive. Physical attractiveness is really important in cosmetics industries. For example, physical attractiveness might be useful when selling a beauty product but not when selling a computer (Silvera and Austad, 2004). Furthermore, Patzer (1983) states that an attractive endorser can make consumers have better purchase intention, and preference and that credible endorser can influence the brand image, brand equity and buying intention. Finally, celebrities can increase the profit of a company and as well as the product sales (Elberse and Verleun, 2012). Celebrity credibility is the third aspect that a celebrity need to possess. Credibility is about two different components, which are expertise and trustworthiness (Ohanian, 1991). According to Silvera and Austad (2004), trustworthiness is defined, as the general believability of the endorser and the believed willingness of the spokesperson to make those claims. Moreover, Friedman et al. (1979) mentioned that trustworthiness is the major important aspect of credibility, because trust is in correlation with the credibility of endorser. The second component of celebrity credibility, is the expertise. Expertise, relates to the product knowledge of the endorser, and also the validity of her or his claims, regarding to the product (Silvera and Austad, 2004). Ohanian (1991), found that the expertise of a celebrity increases the need for consumers, to buy the product or brand so, it is a main element for a celebrity to be expert on the particular product. Celebrities, may be credible, when t hey are endorsing a product relating to their expertise. For instance, a beautiful model endorsing cosmetics or other type of beauty product. Moreover, the usage and the role of celebrity endorsement is really remarkable. Audi et al. (2015), state that, celebrities through their big names, may help the advertisements emerge from the huge number of advertisements, and also enhance their ability to communicate. Furthermore, celebrities can create public relations, base for the brands and under the right circumstances, they legitimize the high expenses of promotions (Audi et al., 2015). Celebrities role is to persuade to buy a product even if consumers worried about the social acceptance or others opinions. The role of a celebrity, is to persuade consumers, that the product is useful and through their expertise, influence them to try it. As Anjum et al. (2012) claimed, celebrities are people who are knowledgeable, influential and also reliable. As Ohanian (1990) noted, a celebrity endorser need to have a deep professional experience and knowledge, in order to endorse a product effectively. Through the knowledge and by providing consumers with information about the product, consumers are influenced by celebrities. Therefore, celebrities are influential, and they are the best way of persuading consumers, due to their high profiles, high lifestyle and fame. When celebrities endorse brands or products, they create brand loyalty, by enhancing the brand name and product quality (Hollis, 2008). As Kamins (1990) suggested, celebrities need to fit with the product being endorsed. It has examined that, celebrity endorsement is more effective, when the characteristics of the celebrity, are well fitted with the endorsed product (Kamins 1990; Kahle and Homer 1985). Moreover, as an example, it is claimed to be more influential when a famous and beautiful model endorse a beauty product than a computer. Celebrities have their own character istics and based to their characteristics, they are suitable to endorse specific products. For instance, in the beauty industry, advertisers have frequently selected celebrities regarding to their physical attractiveness, in order to express their beauty towards the products and have an impact on consumer decision making process. An attractive and knowledgeable celebrity, will be informed the consumers about the product effectively, and gain the attention of consumers. In addition, Kamins (1990) mentioned, that the match-up hypothesis need to be positive, in order to achieve a successful advertisement. Advertisers need to find a positive endorser in order to avoid such conflicts. As Amos et al. (2008) stated, negative information about a celebrity had a huge impact on the effectiveness of an advertisement. Having an example, Kate Moss who has endorsed many brands as a famous and successful model. She is a well-known model for endorsing Rimmel and as well as, other cosmetic brands. Kate Moss, was found to be a drug user, and many cosmetic companies stop their contracts with the model. Chanel decided not to renew her contract, which was  £750000 for a year, in order to no longer be the face of their perfume. They stopped her contract through the bad image that Kate Moss has (Matthews, 2005). It is really important, that the celebrity endorser have a positive and good name in society, otherwise the brand image will be damaged, as consumers will conn ected to their face and personality that they have done with the brand. 2.4 Celebrity Endorsement and Beauty Products In cosmetic industry, advertising with famous models and spokesperson is often used to allure people to purchase different products. Advertising is useful in building brand equity, and spokespeople might become associated with a brand in memory (Keller, 1993). Solomon et al. (2006:186), states that the French cosmetic company LOrà ©al persuades many women to purchase their products by promising them the feeling of Parisian chick and associating their products with sexy spokeswomen. LOrà ©al as a cosmetic company try to sell a brand to consumers and as well as an image which is associated with some qualities or characteristics. In other words, LOrà ©al in order to achieve this, the company uses celebrities as spokespeople to present their cosmetic brand. Celebrity endorsement, is highly used in cosmetics advertisements, which the company intends to transfer the perfection, beauty and elegance the celebrity presents to the consumer (Audi et al., 2015). As Choi et al (2005) noted, that celebrities enjoy high profile and glamorous images in the eyes of the public through the mass media which saturated with information and images about celebrities. Celebrity figures draw consumer attention, create and differentiate product images and generate high recall rates. As a result, celebrity endorsement it has been proven from many researchers that it is a valuable strategy (Erdogan 1999; Agrawal and Kamakura 1995; Marhur et al. 1997; Gabor et al. 1987; Rangan 1997). As Ahmed et al. (2015) and Mukherjee (2009) claimed, celebrity endorsed advertisements are more attractive than the non-celebrity endorsed. They highlighted that celebrity endorsement has an impact on buying and attitude intention. It is also considered, that consumers prefer to buy the products which are endorsed by celebrities and that celebrity endorsement advertisements boost the sales of a product (Ahmed et al. 2015; Mukherjee, 2009). Rimmel and LOrà ©al are both used celebrity endorsement in order to maintain their popularity and image. Both beauty industries, used many different female celebrities from Cheryl Cole to Beyoncà © Knowles and Rimmel is best known for using Kate Moss to endorse their products. As Cashmore (2014) stated, LOrà ©al spent over $1.7 billion a year for its advertisements. By using celebrities in the advertisements, create the need to consumers and make them buy the product because will make them like the celebrity who endorse it. For instance, take an example of mascaras. Each company sold mascara but pretty much the same, with only difference be the brush which give to lashes volume or make them appear longer. Penelope Cruz who is endorsing Lancà ´mes mascaras, she may not use that particular mascara but consumers buy it because they believe that it must be good if such a high profile celebrity is seen to be using it. If it was endorsed by a non-celebrity then maybe consumers think th at it is not a good mascara (Cashmore, 2014). Klaus and Bailey (2008) described that men and women respond differently to advertising and that women are more sensitive and responsive than men. They also found that women are willing to believe the claims of advertisers more easily than men (Klaus and Bailey, 2008). This study is focused on females, and on beauty products, and as it is stated above, women are more willing to believe what an advertisement claim. Therefore, the majority of women when they see advertisements with unrealistic images of beauty, they feel low self-confidence, low self-esteem and also anxiety. Furthermore, women feel unhappy with their appearance and with their body and in order to, handle their appearance they use cosmetics, or different forms of beauty, such as hair care products, skin care products and perfumes. There are many advertisements that show the intangible beautiful image to women of all shapes, sizes and age. Technology is a key element, in the world today, and it plays a major role in almost everything. Due to the technological advantages today, photo-shopped, computer enhanced models in advertisements, societal expectations, and standards of beauty has changed. Society has built up impossible standards of beauty, and as a result, women feel unhappy and disappointed with their appearance. From a young age, girls want to improve their appearance and their attractiveness by using beauty products. Cosmetics are an easy way to improve and solve temporarily some beauty problems. Furthermore, Cash and Cash (1982), conducted a research which was about Womens Use of Cosmetics and they found that, self- consciousness is positively related with using cosmetics. Another study was conducted by Beausoleil (1992), was about the cosmetics and that nowadays cosmetics and beauty products in gener al, become an easy way of measuring the standards of beauty. Well-known sociologist, Jean Kilbourne (2000) argues, that women feel pressure by the beauty standard. Cosmetics advertisements encourage women to buy beauty products, in order to give them the chance to achieve the beauty standard. In order to achieve this, beauty industries use celebrities, and famous models and especially attractive people, to endorse their product or their brand. Cosmetics advertisements, make women feel unhappy and unsatisfied with their body and appearance. After watching advertisements, women feel more dissatisfaction and unhappy with their appearance. Advertisements, work more effectively when they are trying to sell a beauty product which can make women look better. Moreover, cosmetics companies may cause women the feeling of insecure and as a result, offer them that particular product so they have a solution to their problem. Cosmetics advertisements use retouch images in order to make models appear more perfect than they are in the reality. Kilbourne claim s that women are more likely to purchase a product when they see an advertisement for the product. For instance, a woman who sees an advertisement about a mascara, but would still be more likely to buy a mascara. Previous researches have shown, that celebrity endorsement influence females to buy beauty products (Ingavale 2016; Vidhya and Tamizhyothi, 2014). Ingavale (2016), was conducted a research, on the perceptions of young consumers, towards celebrity endorsement and how they are influenced by them. The study was conducted only for cosmetics, and she found that, celebrity endorsers create an impact on how consumer choose what cosmetics to buy. She claimed that, 70% of her respondents were agreed, that celebrity endorsed advertisements are more attractive than non-celebrity endorsed advertisements. Through her research, she found that, television media is defined as the most effective media for celebrity endorsed advertisements by 78.6%. She also presented, that the preference of consumers for the cosmetics endorsed by celebrities is influenced by the sense of similarity between celebrity and customer, familiarity, trustworthiness and relevance of celebrity to the product (Ingavale, 2016). Therefore, in Vidhya and Tamizhyothis (2014) research, was found that, consumer attitude was influenced, by many factors in order to select their cosmetics. For instance, they stated that, when consumers feel stressful, they buy a cosmetic or a beauty product or even when they feel financially comfortable. According to Vidhya and Tamizhyothi (2014), packaging causes consumers to buy cosmetics products. Finally, some consumers claim, that they purchase cosmetics products at discounted rates or when they like them at first sight (Vidhya and Tamizhyothi, 2014). 2.5 Conclusion To summarise, the aim of this research project is to explore how celebrity endorsement affects young female consumers, between 18-34 years old to purchase beauty products. To guide my analysis, my research questions are as follows: What factors affect young female consumers decision making on choosing beauty products? To what extent celebrity endorsement on beauty products affects young female consumers preferences?

Da Evil Deer :: essays research papers

It all started on the opening day of deer season. The beautiful day was just cold enough to want a jacket but, but hot enough to where if one was worn you’d sweat to death! It seemed like a typical opening day. It wasn’t though, it turned out to be quite different.   Ã‚  Ã‚  Ã‚  Ã‚  I walked out to my favorite tree belt with my trusty gun at my side and waited for the buck I had been eyeing for months. I needed a nice buck this year. See I bet Buddy that my deer would be twice as big as his. Twenty bucks was up for grabs and I needed to buy a new paintball gun.   Ã‚  Ã‚  Ã‚  Ã‚  As I thought about what kind of gun I wanted, the biggest buck I had ever seen showed up about 100 yards away from where I sat. That was my ticket to twenty dollars. I raised up my gun, put the deer in my crosshairs, and sat there for a second to admire it’s beauty. That‘s not all I noticed though. The deer had red eyes, and below the red eyes, on the ground, set an AK-47 with a weird scope.   Ã‚  Ã‚  Ã‚  Ã‚  I thought sweet! Not only will I get twenty dollars, I’ll also get a new assault rifle that someone left lying around! Then it occurred to me that I was the prey. I got up and ran! Lead flung by me as I made my way to the Jeep. All of a sudden blood started squirting out of my leg! I thought cool, that didn’t even hurt! But my leg gave out and I fell to the ground.   Ã‚  Ã‚  Ã‚  Ã‚  As I was lying there, I devised a new plan. I layed their acting dead and waited for the deer to pick me up. He threw me over his shoulder, and I slowly pulled out my hunting knife. A quick slice and the psychotic, evil deer was laying on the ground out cold. The twenty bucks was mine! Then, as I was cutting the deer open, a button buck jumped out of the evil deer, and my monster buck disappeared! As the deer hopped away I noticed two things.

Jonathan Livingston Seagull :: Jonathan Livingston Seagull Essays

Jonathan Livingston Seagull Jonathan was not an ordinary seagull. For a thousand years, seagulls have spent their whole life on scrambling after fish heads. But Jonathan saw something different. He thought that life should not be just eating and fighting, even seagulls should have a reason to live. For him, his meaning of life is to fly. We all wish that we could spend all our time on doing things we like, just as Jonathan spent all his time on his beloved flight. However, the success in finding his meaning of life didn't bring with him any honor, but caused him to be an object of shame and irresponsibility, and to be banished due to his neglect to finding food. After having been banished, Jonathan was full time practicing flying and made great progress. He thought he had found his own heaven, and wondered why there are so few seagulls enjoying themselves in the heaven; "heaven should be flocked with gulls!" Therefore, besides finding his own meaning of life, he eventually returned to the place that once had expelled him, and help the fellows there to find their purpose of life. This is what I like most in the story. "You don't love hatred and evil...you have to practise and see the real gull, the good in every one of them, and to help them see it themselves" Jonathan was unselfish and lenient. He wasn't hostile to those who forced him out of his homeland, on the contrary, he learned to love them and help them. To forgive and love your enemy is even more difficult than finding the meaning of life, but Jonathan, a little seagull, managed to act it out. While Jonathan carried on practising, he found out that" this world isn't heaven at all". Heaven is being perfect, is not limited by time and space..."there is no such place". So, heaven is somewhere that we can never step out foot in. Very often, people do their best longing for the best result, they like to be perfect and try their best to be perfect. They have an idea of heaven in their mind and are upset all the time because they can never achieve it, we all have too many flaws. Jonathan Livingston Seagull :: Jonathan Livingston Seagull Essays Jonathan Livingston Seagull Jonathan was not an ordinary seagull. For a thousand years, seagulls have spent their whole life on scrambling after fish heads. But Jonathan saw something different. He thought that life should not be just eating and fighting, even seagulls should have a reason to live. For him, his meaning of life is to fly. We all wish that we could spend all our time on doing things we like, just as Jonathan spent all his time on his beloved flight. However, the success in finding his meaning of life didn't bring with him any honor, but caused him to be an object of shame and irresponsibility, and to be banished due to his neglect to finding food. After having been banished, Jonathan was full time practicing flying and made great progress. He thought he had found his own heaven, and wondered why there are so few seagulls enjoying themselves in the heaven; "heaven should be flocked with gulls!" Therefore, besides finding his own meaning of life, he eventually returned to the place that once had expelled him, and help the fellows there to find their purpose of life. This is what I like most in the story. "You don't love hatred and evil...you have to practise and see the real gull, the good in every one of them, and to help them see it themselves" Jonathan was unselfish and lenient. He wasn't hostile to those who forced him out of his homeland, on the contrary, he learned to love them and help them. To forgive and love your enemy is even more difficult than finding the meaning of life, but Jonathan, a little seagull, managed to act it out. While Jonathan carried on practising, he found out that" this world isn't heaven at all". Heaven is being perfect, is not limited by time and space..."there is no such place". So, heaven is somewhere that we can never step out foot in. Very often, people do their best longing for the best result, they like to be perfect and try their best to be perfect. They have an idea of heaven in their mind and are upset all the time because they can never achieve it, we all have too many flaws.

Moral Actions Essay -- Philosophy Essays

Moral Actions Honesty and deceit. Compassion and Neglect. Benevolence and malevolence. All these represent the extremes in the spectrum of morality. From the general societal viewpoint, the former represents the attitudes which should be admired, rewarded and emulated, while the latter represents the attitudes which should be abhorred, punished and discouraged. Now philosophers, not being satisfied with leaving things well enough alone, endeavour to discover why this is so. Why do we admire acts of kindness? Why do we loathe acts of malice? It is generally thought that the crux of this question of morality has to do with the magnitude of selfishness accounted for in the acts and thoughts of individuals. If we can think of selfishness as an empirical property, honesty, compassion, and benevolence are acts and attitudes that involve much less selfishness than their moral opposites. This realization, of course, does not answer the question we are considering, it merely pushes it back one metaphysical level. So the revised question should be this: When is selfishness morally acceptable, and when is it not? Nietzsche, in proposing that selfishness is, in a sense, completely free of moral blame at all, comes to a conclusion that is completely opposite to the rest of the philosophers that we have studied. We shall see that Nietzsche is probably on the right track, and that selfishness is a faulty gauge of the morality of an action, and that morality is simply an illusory concept created by the individuals of society to prevent harm to themselves. We have all seen it before. The African savanna. A cheetah. A pack of grazing gazelles. The cheetah stealthily approaches toward the pack of grazing gazelles. N... ... of when selfish acts are morally permissible, we have first established that all sane actions are selfish in origin, and therefore, selfishness cannot be used as a measurement of morality. Secondly, the standard of morals which we use to gauge themorality of an action is based on our own selfish desire for personal power. As established by Nietzsche, actions done in the pursuit of personal power are natural, and therefore, from our own viewpoint, these actions are never objectionable. It is only when seen from another's perspective that these actions can be seen to be despicable because it threatens their personal pursuit for power. Therefore, the actions that others find objectionable are the actions performed by us that do not involve stealing personal power away from another. In this case, there is no definite set of morals that one can measure their actions to.

Pygmalion Essay

Het verhaal draait om professor Henry Higgins, een deskundige op het gebied van fonetiek en het eenvoudige Cockney sprekende bloemenverkoopstertje Eliza Doolittle. Higgins gaat een weddenschap aan met zijn vriend kolonel Pickering dat hij erin zal slagen om Eliza in korte tijd niet alleen perfect Engels te leren maar haar ook de gangbare etiquette in de hogere kringen eigen te maken. Hij slaagt uiteindelijk in zijn opzet, maar tijdens het proces is Eliza zodanig geemancipeerd geraakt, dat zij aangeeft niet langer afhankelijk te zijn van Higgins en haar eigen weg te kunnen gaan. Pygmalion is a 1912 play by George Bernard Shaw, named after a Greek mythological character. Professor of phonetics Henry Higgins makes a bet that he can train a bedraggled Cockney flower girl, Eliza Doolittle, to pass for a duchess at an ambassador’s garden party by teaching her to assume a veneer of gentility, the most important element of which, he believes, is impeccable speech. The play is a sharp lampoon of the rigid British class system of the day and a commentary on women’s independence. In ancient Greek mythology, Pygmalion fell in love with one of his sculptures that came to life and was a popular subject for Victorian era English playwrights, including one of Shaw’s influences, W. S. Gilbert, who wrote a successful play based on the story in 1871, called Pygmalion and Galatea. Shaw also would have been familiar with the burlesque version, Galatea, or Pygmalion Reversed. Shaw’s play has been adapted numerous times, most notably as the musical My Fair Lady and the film of that name. Plot Shaw was conscious of the difficulties involved in staging a complete representation of the play. Acknowledging in a â€Å"Note for technicians† that such a thing would only be possible â€Å"on the cinema screen or on stages furnished with exceptionally elaborate machinery†, he marked some scenes as candidates for omission if necessary. Of these, a short scene at the end of Act One in which Eliza goes home, and a scene in Act Two in which Eliza is unwilling to undress for her bath, are not described here. The others are the scene at the Embassy Ball in Act Three and the scene with Eliza and Freddy in Act Four. Neither the Gutenberg edition referenced throughout this page nor the Wikisource text linked below contain these sequences. Act One[edit] ‘Portico of Saint Paul’s Church (not Wren’s Cathedral but Inigo Jones Church in Covent Garden vegetable market)’ – 11. 15p. m. A group of people are sheltering from the rain. Among them are the Eynsford-Hills, superficial social climbers eking out a living in â€Å"genteel poverty†, consisting initially of Mrs. Sanford-Hill and her daughter Clara. Clara’s brother Freddy enters having earlier been dispatched to secure them a cab (which they can ill-afford), but being rather timid and faint-hearted he has failed to do so. As he goes off once again to find a cab, he bumps into a flower girl, Eliza. Her flowers drop into the mud of Covent Garden, the flowers she needs to survive in her poverty-stricken world. Shortly they are joined by a gentleman, Colonel Pickering. While Eliza tries to sell flowers to the Colonel, a bystander informs her that a man is writing down everything she says. The man is Henry Higgins, a professor of phonetics. Eliza worries that Higgins is a police officer and will not calm down until Higgins introduces himself. It soon becomes apparent that he and Colonel Pickering have a shared interest in phonetics; indeed, Pickering has come from India to meet Higgins, and Higgins was planning to go to India to meet Pickering. Higgins tells Pickering that he could pass off the flower girl as a duchess merely by teaching her to speak properly. These words of bravado spark an interest in Eliza, who would love to make changes in her life and become more mannerly, even though, to her, it only means working in a flower shop. At the end of the act, Freddy returns after finding a taxi, only to find that his mother and sister have gone and left him with the cab. The streetwise Eliza takes the cab from him, using the money that Higgins tossed to her, leaving him on his own. Act Two[edit] Higgins’ – Next Day. As Higgins demonstrates his phonetics to Pickering, the housekeeper, Mrs. Pearce, tells him that a young girl wants to see him. Eliza has shown up, because she wishes to talk like a lady in a flower shop. She then tells Higgins that she will pay for lessons. He shows no interest in her, but she reminds him of his boast the previous day. Higgins claimed that he could pass her for a duchess. Pickering makes a bet with him on his claim, and says that he will pay for her lessons if Higgins succeeds. She is sent off to have a bath. Mrs. Pearce tells Higgins that he must behave himself in the young girl’s presence. He must stop swearing, and improve his table manners. He is at a loss to understand why she should find fault with him. Then Alfred Doolittle, Eliza’s father, appears with the sole purpose of getting money out of Higgins. He has no interest in his daughter in a paternal way. He sees himself as a member of the undeserving poor, and means to go on being undeserving. He has an eccentric view of life, brought about by a lack of education and an intelligent brain. He is also aggressive, and when Eliza, on her return, sticks her tongue out at him, he goes to hit her, but is prevented by Pickering. The scene ends with Higgins telling Pickering that they really have got a difficult job on their hands. Act Three[edit] Mrs. Higgins’ drawing room. Higgins bursts in and tells his mother he has picked up a â€Å"common flower girl† whom he has been teaching. Mrs. Higgins is not very impressed with her son’s attempts to win her approval because it is her ‘at home’ day and she is entertaining visitors. The visitors are the Eynsford-Hills. Higgins is rude to them on their arrival. Eliza enters and soon falls into talking about the weather and her family. Whilst she is now able to speak in beautifully modulated tones, the substance of what she says remains unchanged from the gutter. She confides her suspicions that her aunt was killed by relatives, and mentions that gin had been â€Å"mother’s milk† to this aunt, and that Eliza’s own father was always more cheerful after a good amount of gin. Higgins passes off her remarks as â€Å"the new small talk†, and Freddy is enraptured. When she is leaving, he asks her if she is going to walk across the park, to which she replies, â€Å"Walk? Not bloody likely! (This is the most famous line from the play, and, for many years after the play’s debut, use of the word ‘bloody’ was known as a pygmalion; Mrs. Campbell was considered to have risked her career by speaking the line on stage. [7]) After she and the Eynsford-Hills leave, Henry asks for his mother’s opinion. S he says the girl is not presentable and is very concerned about what will happen to her, but neither Higgins nor Pickering understand her thoughts of Eliza’s future, and leave feeling confident and excited about how Eliza will get on. This leaves Mrs. Higgins feeling exasperated, and exclaiming, â€Å"Men! Men!! Men!!! † Act Four[edit] Higgins’ home – The time is midnight, and Higgins, Pickering, and Eliza have returned from the ball. A tired Eliza sits unnoticed, brooding and silent, while Pickering congratulates Higgins on winning the bet. Higgins scoffs and declares the evening a â€Å"silly tomfoolery†, thanking God it’s over and saying that he had been sick of the whole thing for the last two months. Still barely acknowledging Eliza beyond asking her to leave a note for Mrs. Pearce regarding coffee, the two retire to bed. Higgins returns to the room, looking for his slippers, and Eliza throws them at him. Higgins is taken aback, and is at first completely unable to understand Eliza’s preoccupation, which aside from being ignored after her triumph is the question of what she is to do now. When Higgins does understand he makes light of it, saying she could get married, but Eliza interprets this as selling herself like a prostitute. â€Å"We were above that at the corner of Tottenham Court Road. † Finally she returns her jewellery to Higgins, including the ring he had given her, which he throws into the fireplace with a violence that scares Eliza. Furious with himself for losing his temper, he damns Mrs. Pearce, the coffee and then Eliza, and finally himself, for â€Å"lavishing† his knowledge and his â€Å"regard and intimacy† on a â€Å"heartless guttersnipe†, and retires in great dudgeon. Eliza roots around in the fireplace and retrieves the ring. Act Five[edit] Mrs. Higgins’ drawing room, the next morning. Higgins and Pickering, perturbed by the discovery that Eliza has walked out on them, call on Mrs. Higgins to phone the police. Higgins is particularly distracted, since Eliza had assumed the responsibility of maintaining his diary and keeping track of his possessions, which causes Mrs. Higgins to decry their calling the police as though Eliza were â€Å"a lost umbrella†. Doolittle is announced; he emerges dressed in splendid wedding attire and is furious with Higgins, who after their previous encounter had been so taken with Doolittle’s unorthodox ethics that he had recommended him as the â€Å"most original moralist in England† to a rich American founding Moral Reform Societies; the American had subsequently left Doolittle a pension worth three thousand pounds a year, as a consequence of which Doolittle feels intimidated into joining the middle class and marrying his missus. Mrs. Higgins observes that this at least settles the problem of who shall provide for Eliza, to which Higgins objects — after all, he paid Doolittle five pounds for her. Mrs. Higgins informs her son that Eliza is upstairs, and explains the circumstances of her arrival, alluding to how marginalised and overlooked Eliza felt the previous night. Higgins is unable to appreciate this, and sulks when told that he must behave if Eliza is to join them. Doolittle is asked to wait outside. Eliza enters, at ease and self-possessed. Higgins blusters but Eliza isn’t shaken and speaks exclusively to Pickering. Throwing Higgins’ previous insults back at him (â€Å"Oh, I’m only a squashed cabbage leaf†), Eliza remarks that it was only by Pickering’s example that she learned to be a lady, which renders Higgins speechless. Eliza goes on to say that she has completely left behind the flower girl she was, and that she couldn’t utter any of her old sounds if she tried — at which point Doolittle emerges from the balcony, causing Eliza to relapse totally into her gutter speech. Higgins is jubilant, jumping up and crowing over her. Doolittle explains his predicament and asks if Eliza will come to his wedding. Pickering and Mrs. Higgins also agree to go, and leave with Doolittle with Eliza to follow. The scene ends with another confrontation between Higgins and Eliza. Higgins asks if Eliza is satisfied with the revenge she has wrought thus far and if she will now come back, but she refuses. Higgins defends himself from Eliza’s earlier accusation by arguing that he treats everyone the same, so she shouldn’t feel singled out. Eliza replies that she just wants a little kindness, and that since he will never stoop to show her this, she will not come back, but will marry Freddy. Higgins scolds her for such low ambitions: he has made her â€Å"a consort for a king. † When she threatens to teach phonetics and offer herself as an assistant to Nepommuck, Higgins again loses his temper and promises to wring her neck if she does so. Eliza realises that this last threat strikes Higgins at the very core and that it gives her power over him; Higgins, for his part, is delighted to see a spark of fight in Eliza rather than her erstwhile fretting and worrying. He remarks â€Å"I like you like this†, and calls her a â€Å"pillar of strength†. Mrs. Higgins returns and she and Eliza depart for the wedding. As they leave Higgins incorrigibly gives Eliza a number of errands to run, as though their recent conversation had not taken place. Eliza disdainfully explains why they are unnecessary, and wonders what Higgins is going to do without her. Higgins laughs to himself at the idea of Eliza marrying Freddy as the play ends. Ending[edit] Pygmalion was the most broadly appealing of all Shaw’s plays. But popular audiences, looking for pleasant entertainment with big stars in a West End venue, wanted a â€Å"happy ending† for the characters they liked so well, as did some critics. [8] During the 1914 run, to Shaw’s exasperation but not to his surprise, Tree sought to sweeten Shaw’s ending to please himself and his record houses. [9] Shaw returned for the 100th performance and watched Higgins, standing at the window, toss a bouquet down to Eliza. â€Å"My ending makes money, you ought to be grateful,† protested Tree. â€Å"Your ending is damnable; you ought to be shot. [10][11] Shaw remained sufficiently irritated to add a postscript essay, â€Å"‘What Happened Afterwards,†[12] to the 1916 print edition for inclusion with subsequent editions, in which he explained precisely why it was impossible for the story to end with Higgins and Eliza getting married. He continued to protect the play’s and Eliza’s integrity by protecting the last scene. For at least some performances during the 1920 revival, Shaw adjusted the ending in a way that underscored the Shavian message. In an undated note to Mrs.  Campbell he wrote, When Eliza emancipates herself — when Galatea comes to life — she must not relapse. She must retain her pride and triumph to the end. When Higgins takes your arm on ‘consort battleship’ you must instantly throw him off with implacable pride; and this is the note until the final ‘Buy them yourself. ‘ He will go out on the balcony to watch your departure; come back triumphantly into the room; exclaim ‘Galatea! ‘ (meaning that the statue has come to life at last); and — curtain. Thus he gets the last word; and you get it too. 13] (This ending is not included in any print version of the play. ) Shaw fought uphill against such a reversal of fortune for Eliza all the way to 1938. He sent the film’s harried producer, Gabriel Pascal, a concluding sequence which he felt offered a fair compromise: a romantically-set farewell scene between Higgins and Eliza, then Freddy and Eliza happy in their greengrocery/flower shop. Only at the sneak preview did he learn that Pascal had shot the â€Å"I washed my face and hands† conclusion, to reassure audiences that Shaw’s Galatea wouldn’t really come to life, after all.

Regional Metropolis: Constantinople and Tenochtitlan Essay

Constantinople and Tenochtitlan were two great cities in their time. They both had many dominant physical features. They also had many cultural influences and their major function for each city was different. The two cities had important landmarks and their locations still exist. The cities both had religious affiliations and other important aspects. Constantinople and Tenochtitlan help to show you what cities were like between 1160-1520. Any two cities could have been chosen to show what it was like back then. These two show the global nature of this occurrence by contrasting the two. One is located in the Mediterranean and the other is in Mesoamerica so they are basically worlds apart. They also experience two different kinds of life. These two were also chosen to be compared because many of the Europeans went to these places and made their own accountable comparisons on what they had thought. Each city had its own dominant physical characteristics. Constantinople had St. Sophia and the hippodrome. It also had well-to-do houses and markets. Constantinople was in the center for trading on the Silk Road. It also had a great defense system because the city was surrounded by water. The city had the Old Horn Port on one of its edges. Tenochtitlan was built up in the marshes. The city also had special roads to connect it to the mainland. Each city had its way of living with their physical features. Constantinople and Tenochtitlan each had its own set of cultural influences. Constantinople was mostly Roman and Greek. They mainly spoke Greek there. They were also Christian Orthodox. Tenochtitlan was built by the inspiration of two older cities. The immigrants and visitors that came had to stay in their own neighborhoods. They also traded with the north and south. Constantinople and Tenochtitlan were influenced by their cultures. The major function for each city was different from each other. Constantinople was used as a political place. It was also very religious. Constantinople was also a major trade center. Tenochtitlan was mainly a religious center. It had different ritual sacrifices that went on. It also had a lot of religious ceremonies that went on. They both had different  functions. The cities had many important landmarks and their locations still exist. Constantinople had St. Sophia as well as the Mese Road or â€Å"Midway†. The Golden Gate was also located there. Other places located here are the Golden Horn and the Hippodrome. Tenochtitlan had the Pyramid of the Sun. They also had the Market. Old Horn Port is still around today. Tenochtitlan stood where present day Mexico City is. Each city had its own set of important places and each are still around in some way. Each city had its own religious affiliations. Constantinople was centered around the Orthodox Church. Tenochtitlan had many things that were religious. They had sacrifices in their city. They also had many Gods and were polytheistic. Tenochtitlan also had many priests and a chief to look up to. Constantinople and Tenochtitlan had their own way of believing in their religions. Constantinople and Tenochtitlan also had some other important characteristics. Constantinople was extremely wealthy. They also had inhabitant Greeks that were not made for war. The language of Tenochtitlan was Nahuatl. They also had a population of two hundred thousand. Their city was built by the Aztecs. The two cities had many important characteristics. Most Europeans had their part in thee decline of both of these cities. Many places say that their religions had an affect on their violence. They both had an obsession for gold and other wealthy material. They each had a big population for their time. Many believed that because of their great and different urban development went well with the fact that they had a modern economic development. Both were built in imitation of older cities and more well-known centers. They both were known more as imperial capitals, but now they are often referred to as cities. Constantinople was older, but its became more famous as a Roman capital later in history. Tenochtitlan was a younger city and quickly grew from a small place into the largest city of the Americas as their expansion of power grew over all of Mesoamerica. Constantinople and Tenochtitlan helped to demonstrate how cities developed and what their lives were like back then when they were developing cities. They both had their own set of physical characteristics. They also had their own share of cultural influences and what their major function for their city was. Constantinople and Tenochtitlan had important landmarks within each of their city limits and the site for their locations are still around in some form. They also had their own religious beliefs and ways of life. They also had some other important aspects to their cities to distinct themselves from other cities. Constantinople and Tenochtitlan were classified as a city, but do you think they could have become more than that? Bibliography Wiesner, Wheeler, Doeringer, Curtis. Discovering The Global Past. Houghton Mifflin Company; New York: 2007. Pages 268-300. Source 4, Illustrated Map of Constantinople, 13th Century Source 5, Interior Saint Sophia Source 10, Spanish Illustrated Map of Tenochtitlan

Bribery Scandal @ Siemens

Case Analysis by Steve Akana steve. [email  protected] edu BUS 685 Global Business Management Case 1 – The Bribery Scandal at Siemens AG Overview The report will analyze the case study and discuss the bribery scandal at Siemens AG. The author of the case study paints a picture of a successful and arguably dominant multi-national firm, with a reputation for a war chest of competencies and innovative products. The obvious question, then, is why would a firm with this resume and list of global achievements become involved with corruption and criminal behavior?Therefore, the case study raised questions such as the accountability of senior managers to the rampant corruption occurring in global divisions. Summary On November 15, 2006, 30 offices and private homes were raided by 200 police officers, tax inspectors, and prosecutors in Munch and other cities in Germany to investigate suspected bribery, embezzlement of company funds, and tax evasion. Five Siemens employees were taken into custody in connection with the case. Swiss prosecutors were also involved in the raids because they had an independent investigation on three people connected to Siemens, which launched in 2005.As a result, there was â‚ ¬420M of questionable payments made over a sevenyear period from 1999 to 2006. Official Siemens records showed the payments as having gone to external consultants. It was determined, however, that the funds were actually paid to foreign purchasing officials and that the expenditures coincided with the procurement of â€Å"fixed-line line telecommunications business in various international markets,† including Italy, Puerto Rico, Greece, and the United States. Siemens acknowledged that certain company employees were engaged in fraud, and the damage to the company could be around â‚ ¬10-30M.Because of the fraud Siemen’s was burdened with an additional â‚ ¬168M in income tax charges since 1999. Their net profit was restated from â‚ ¬3. 106 B to â‚ ¬3. 033B. By the spring of 2007, two former Siemens managers were convicted of embezzlement of company funds (â‚ ¬6M) for the purpose of bribing foreign officials to win a natural-gas turbine contract. The employees argued that their actions did not violate any laws, resulted in no personal gain, and were taken solely for the purpose of improving Siemens’ positioning.They argued that they worked only to secure a lucrative deal in which the payments were required by Enel management as part of the standard bid process. In fact, Siemens AG argued that the court order requiring forfeiture of earnings from the contract, prior to 2002 when the German government instituted a law prohibiting bribes to private officials abroad, specifically, had no basis in law. Analysis It took approximately 200 government officials, made up of police officers, tax inspectors, and prosecutors to indite five Siemens employees.The result was that the company was fined â‚ ¬30M, which wa s approximately 7% of the total â‚ ¬420M in bribes Siemens paid out. Combined, Siemens lost a total of â‚ ¬450M in 2006. Therefore, the company had to restate their net profits for 2006 from â‚ ¬3. 106B to â‚ ¬3. 033B. The adjustment was a mere 1. 4% of their total net profits in 2006. Two Siemens employees gave out bribes worth â‚ ¬6M in order to win contracts. The punishment for these briberies was a fine of â‚ ¬44M; however, the contract awarded to Siemens was worth â‚ ¬450M.Therefore, the company’s gain was a profit of â‚ ¬406M. The penalties Siemens paid were roughly 10% of the overall profit made from the contract. So was it worth it for Siemens to engage in criminal behavior? The punishment they received of paying fines varying up to 10 percent were only a drop in the bucket compared to the profits they gained. So from the viewpoint of a Siemens employee who is willing to break the law in order to gain large profits, it was definitely worth it.A s a matter of fact, if a company anticipates the percentage of penalties that will be applied for breaking the law, they could actually build that figure into their contract award fee and then move on with the business as usual. Furthermore, in addition to the financial repercussions Siemens experienced, the case study also mentioned damages to their reputation. In the end, however, Siemens’ growing profits did not reveal any decreases due to a damaged reputation. By 2011, Siemens ended up making more money than they had in the last five years, since 2007. From 1999 to 2006, their combined net income was â‚ ¬26. 3B (over seven years), and from 2011 to 2007, their combined net income was â‚ ¬31. 95B (over five years). Discussion Questions 1. Is unethical behavior the cost of doing business? What exactly is the role of Senior Managers? 2. Was Siemens penalized enough? Should fines be used as a deterrent to bribery? Are these the effects of the absence of adequate laws or weak enforcement practices? 3. Relativism vs. Normativism (Co-Determination Law). Relativism is the idea that ethics and morals are based on the context of a situation; the people involved, and their beliefs.Normativism is the idea of universal law based on what is good for everyone alike. So in this situation, would it be more appropriate to view Siemens’ actions in the context that they were simply trying to make profits? Conversely, would it be more appropriate to view the situation as what might be good for one company is not good for others, creating an unfair playing field? Would you apply relativism or Normativism to this case study when examining the Co-Determination Law? 4. Can you discuss in your own words, what is the difference between lobbying and bribery?Recommendations 1. Executive Ethics Program – Mandate that anyone equal to or above a director level to undergo a specialized business ethics and regulations program for executives. We should hold the gov ernment responsible to provide this training. The program would be taught by people who enforce the law, such as litigation lawyers and prosecutors. Training the people in the company at the level where the bribes derive from is much more appropriate than mandating a company-wide training where only lower level employees will end up receiving this training. 2.Levy Stricter Fines – Any company caught giving bribes for any reason will not be allowed to keep the profits they made as a result from the contracts won. The fines the company will owe to the government will be the equivalent to the gains received or the potential value of the contract being awarded. If the company is found guilty, they must walk away from the contract, allowing other companies that did not break the law to rebid on the contract. 3. Two Years of Probation – companies that break the law will not be allowed to bid on any contracts in the industry in which the contract existed, i. . a contract with an Energy Company would prevent further bids on any contracts in the energy industry for two years. Lessons Learned 1. 2. 3. 4. A strong ethical culture is critical for effective corporate governance. Merely publicizing the need for integrity won’t bring it about. Senior executives need to know what is going on throughout the organization. Strong internal control is more important in a widely dispersed and decentralized company. 5. A focus on â€Å"making the numbers† will never be successful in the long run. Questions still needing to be answered 1.How acceptable are bribes and kickbacks in industrialized countries? 2. Who will go to jail, and how much will the financial settlements cost Siemens? 3. What will be the effect of the scandal on Siemens’s strategic plans to acquire/dispose of business units? 4. Where were the internal and external auditors? 5. Can an outsider like new CEO Loscher really change an entrenched corporate culture? Reference Deresky, Hel en. (2011). International Management: Managing Across Borders and Cultures (7th Edition ed. ). Upper Saddle River: Prentice Hall.

‘Macbeth’ English Coursework Essay

1. The scene opens with Lady Macbeth speaking in soliloquy; as a director I would tell the actress to look agitated, maybe wringing her hands and pacing the stage, quite near the back of the stage so it looks as if she is almost trying to hide. In the first soliloquy she seems less powerful compared to when she is with Macbeth. Lady Macbeth begins to imagine noises that represent bad omens, for example, ‘the owl shriek’d’. She probably didn’t hear that noise but an owl shrieking is a symbol of evil and she knows she is doing wrong. She then begins to go over the plans as if she is reassuring herself of what to do and wondering what is going on and how the plan is doing. Lady Macbeth obviously wasn’t that confident because she even says that she needed an alcoholic drink to calm her and make her brave again. Then when Macbeth enters, still in soliloquy, she panics that Macbeth hasn’t committed the murder, that they woke up and caught him and she expresses her doubts very obviously as shown in this quotation, ‘I am afraid’ this shows how she lacks confidence and proves that she wasn’t ‘bold’. Then when Macbeth and Lady Macbeth begin to talk to each other they are both very nervous and jumpy but slowly Lady Macbeth begins to regain control again and she can then comfort and sooth Macbeth who is very shocked and seems almost hysterical. Then Macbeth’s concerns worry Lady Macbeth but she still remains in control because she starts to command and order Macbeth around. For example, ‘give me the daggers’, ‘get on your nightgown’; Lady Macbeth regained her calm and Macbeth has become worried. Lady Macbeth gets worked up because of Macbeth’s doubting and worrying and she is almost shouting in rage at him when she says ‘infirm of purpose’ and as a director I would definitely say to be bossy and very angry towards Macbeth. She then begins to insult him which shames him as he is supposed to be a brave warrior when she calls him a ‘child’ so she has definitely regained her control and is ‘bold’ at the end of the scene. 2. In lines 16-31 Shakespeare creates lots of tension and anxiety by showing Lady Macbeth who is supposed to be very brave and someone who would rather ‘bash her baby’s brains out’ than show cowardice being nervous and jumpy. Lady Macbeth says that she couldn’t do it herself and doubts that Macbeth has the willpower to do it as well. Following this there is a very jumpy quick exchange between them in lines 22-30. The punctuation in this section is very short like full stops exclamation marks it is very quick answering, they almost finish off each others sentences. This would make the audience think whether they were going to get away with it? Would they be found out? Could they cover it up? Lie about it? So this creates a lot of anxiety as the audience want to know what is going to happen to them. 3. Macbeth is in a state of shock when he returns from Duncan’s Chamber. He hears sounds which frighten him so he appears very shocked and upset when he enters the scene. He is concerned that they will be found out and in that era the punishment would have been death for high treason. When he talks to Lady Macbeth they have a very quick and nervous exchange. During this exchange he begins to realise the seriousness of what he has just done and Macbeth then begins to feel guilty. He doesn’t seem to be able to focus on one thing at a time but the two dominant things he talks about is that he won’t be able to get spiritual forgiveness and he won’t be able to sleep. He then starts to talk about two lodgers praying and the fact that when they said ‘Amen’ he couldn’t because he had gone against God and broken the Divine Right of Kings. The Divine Right of Kings is an ancient belief system that was the eldest son of the king or queen would become the next ruler of the country. Macbeth had killed the king and taken his place so broken this spiritual belief. So Macbeth knows that he has disobeyed God and cannot get forgiveness. This is shown in lines 37-44. In these lines a very strong metaphor is used to show just how guilty he feels. The metaphor is: ‘Hangman’s hands’. This is comparing his hand to those of someone who kills frequently so this means that Macbeth’s guilt is so strong that it feels as though he has killed more than one person. The second dominant topic is that Macbeth sleep has the power to heal and nurture people who are troubled and weary but he has lost the right to sleep and will never sleep again. Lines 47-52 use a lot of good personification which further shows the guilt that Macbeth is feeling. He refers back to the witches in this extract:’ Glamis hath murder’d sleep, and therefore Cawdor Shall sleep no more; Macbeth shall sleep no more.’ this suggests that the witches are on his mind and how their prophecies have driven him to treachery. He then begins to question why he is jumpy; why his guilt and regret is so great; why he can’t go back in the room or even look at his hands. 4. The scene starts off with Macbeth in control because Lady Macbeth couldn’t commit the murder but after Macbeth did he couldn’t re-enter the room and face what he had done. Their relationship is very interesting because they have a large reliance on each other. Lady Macbeth needs Macbeth to commit the murder and Macbeth needs Lady Macbeth to drive him and push him so he has courage to commit the crime. Macbeth looses all his control in the relationship after he commits the murder because he is so haunted and shocked by what he has done and he then needs Lady Macbeth to calm him and make him feel at ease. You can find this change between lines 20-79. Lady Macbeth is in complete control at the end because she begins to call Macbeth names to make him feel ashamed of his cowardice and uses very commanding vocabulary to make him hide what they know and she is in some ways scared in case he can’t pretend that he doesn’t know anything. 5. The main themes of the play are nearly all mentioned in this scene. To me the most significant theme is that this story is about a man who potentially could have been great, powerful and strong but has been corrupted by darkness, witches and greed. Witchcraft is the theme that got them to this stage and is what really drives Macbeth to commit the murder. The witches’ prophecy drives him to killing anybody who got in his way especially Macduff’s family in Act IV Scene 2. Macbeth is constantly referring back to the witches and seems to have complete trust in them. An example showing that they are on his mind is in Act II Scene 2 when he is distraught about the murder in lines 55-57. Lady Macbeth also refers to witchcraft when she hears bad omens like the ‘owls’ scream’ so witchcraft and darkness is a main concern and theme of this particular scene. The theme of deception is carried on throughout this scene; at a more physical level than the deception of the witches with their contradicting language. In this scene, Act II Scene 2, Macbeth and Lady Macbeth are putting the blame of the murder on the King’s guards and appearing to be unaware of the situation. Bloodshed and guilt is another key issue especially with phrases like ‘Hangman’s hands’ and they very graphic visual image in lines 76-79. This theme is referred to throughout the rest of the play and eventually until Lady Macbeth’s death. The guilt is so strong that it causes her to take her own life and the guilt rules Macbeth into decisions and causes a lack of sleep which is another key theme. His lack of sleep is because he has ruined his own equilibrium. Macbeth knows that he has disrupted the Divine Right of Kings so therefore upset God. So Macbeth finds that he is unable to pray and has lost the right to sleep which is ‘nature’s healer’ which is a theme which continues right from the murder to the end of the play. He becomes mentally disturbed. The final topic in this scene is the power shifting in the relationship between Macbeth and Lady Macbeth. They both rely on each other to be strong.