The Biomes of the World

Intellectual Property Rights And Competition Law - 1304 Words

AIM Critical analysis on when the use of intellectual property rights turns into abuse of intellectual property rights and further analysis on the trend of European competition authorities towards Intellectual property rights with specific reference to what is reiterated in the Magill cases. Introduction Intellectual property rights and competition law both seem to intervene at different junctures; however they work for attainment of one common goal that is consumer welfare. The reasons for this contravention in most cases is that the reward given to creators and innovators is the right to use and exclude others whereas when these rights are abused , competition law comes into the scene. So there has always been a tiff between the both,†¦show more content†¦This essay firstly for a better understanding deal with what is intellectual property and what constitutes intellectual property rights and then briefly deals with the competition policy and European Union competition law and then analyse the conflict between intellectual property and competition law and what are the common goals which both seeks to achieve and later deals with interface of both within the legislation and then we will critically analyse the concept of abuse of intellectual property rights as this is main conflict which revolves between both and further analyse this concept in depth with the help of case study on the Magill cases and the trend followed by the courts after that. 1. Intellectual Property For much of human history the concept of intellectual property did not exist however due to the wide spread progress and extension of international trade need for protection of intellectual property is felt and this led to the â€Å" Paris Convention for protection of industrial property† followed by Berne Convention and which led to the establishment of World Intellectual Property Organisation. Intellectual property in common parlance means property other than physical property which is a result of human intellect. 1.1 Intellectual Property Rights Are those which guarantee and grants certain rights to the creator of the intellectual property for a certain period of time. Intellectual property rights can be classified into copyrights and related rights,

Applying international financial reporting standard - Free Samples

Questions: Within your firms latest annual report 1. From your firms financial statement, list each item of equity and write your understanding of each item. Discuss any changes in each item of equity for your firm over the past year articulating the reasons for the change. 2. What is your firms tax expense in its latest financial statements? 3. Is this figure the same as the company tax rate times your firms accounting income? Explain why this is, or is not, the case for your firm. 4. Comment on deferred tax assets/liabilities that is reported in the balance sheet articulating the possible reasons why they have been recorded. 5. Is there any current tax assets or income tax payable recorded by your company? Why is the income tax payable not the same as income tax expense? 6. Is the income tax expense shown in the income statement same as the income tax paid shown in the cash flow statement? If not why is the difference? 7. What do you find interesting, confusing, surprising or difficult to understand about the treatment of tax in your firms financial statements? What new insights, if any, have you gained about how companies account for income tax as a result of examining your firms tax expense in its accounts? Answers: Requirement i) Items of equity are listed under liabilities section of the balance sheet profile of company. Analysis of financial statements of freedom food group limited depicts that the items of equity comprise of issued capital, non controlling interest, retained profits and reserves. Amount of equity capital for the financial year 2017 and 2016 stood at $ 249954 million and $ 169106 million respectively indicating that there has been increase in figures. Non controlling interest amounts to $ 8234 million in year 2016 and there is no amount attributable to this section in year 2017. Reserves value has increased from $ 2274 million in year 2016 as against $ 56397 million in year 2017 indicating increase in reserves generated by company (ffgl.com.au 2018). However, value of retained earnings has reduced in the current year 2017 to $ 127879 million as against $ 128527 in year 2016 respectively (ffgl.com.au 2018). Issued capital represents the amount that is invested and nominal value of shares that are held by shareholders of company (Tran and Zhu 2017). It incorporates shares that have been sold to shareholders in return for some considerations or cash. Non controlling interest is one of the elements of equity ownership that are not attributable to parent company having controlling interest in company. It is a type of investment where investors do not have any control (Kaya and Koch 2015). Retained earnings are the profits generated by company that is reinvested in business and they are not distributed to shareholders. Each organization has different reason by reinvesting and this might be to repay debts and for financing any new project. Reserves are one of the portions of retained earnings that is kept aside by business for particular purpose (Picker et al. 2016). Requirement ii) It has been ascertained from the observed figures of the financial statement of Freedom food group limited that the income tax expense has reduced in the current year. Value of income tax expense for financial year 2017 and 2016 stood at $ 6483 million and $ 1809 million respectively (ffgl.com.au 2018). Requirement iii) As depicted from the statement of comprehensive income and profit and loss, the accounting income for both the financial year 2017 and 2016 is recorded at $ 9348 million and $ 57114 million respectively. Income tax expense for both the years stood at $ $ 6483 million and $ 1809 million respectively (ffgl.com.au 2018). Effective tax rate applicable to Freedom food group limited stood at 30%. Figures for the accounting income times the tax rates for both the years are Accounting income times the tax rate for 2017= ($ 9348 million * 30%) = $ 2804.4 million Accounting income times the tax rate for 2016= ($ 57114 million * 30%) = $ 17134.2 million Now, looking at the figures for the tax expense and accounting income times the tax rate, it can be seen that there is difference between them. Income tax expense is higher than the above computed figure for financial year 2017. On other hand, income tax expenses are considerably lower than the above figures for year 2016. Differences between these two figures are attributable to differences in accounting treatment of tax accounting and financing accounting. The rules of financial and tax accounting is different and net income is not always same as taxable income (Popovic et al. 2015). Requirement iv) The balance sheet of Freedom food group limited has recorded deferred tax for both the financial year 2017 and 2016 at $ 1835 and $ 3720 million respectively (ffgl.com.au 2018). The reason why deferred tax has created or recorded in the balance sheet is taxes that have been paid or carried forward and they are not yet recognized in the income statement. Creation of deferred tax is also because of recognition of expenses and revenue at different times of accounting standard and taxation authorities. Deferred tax assets have been recorded attributable to differences between tax base for tax liabilities and tax assets and their carrying amount in the financial statements. Tax base for liabilities and assets are the amount that is attributable to liability and assets for the purpose of taxation (Florou and Kosi 2015). Recognition of the same is done to the extent there is availability of sufficient taxable amounts that is deductible from unused tax offsets and tax losses that can be util ized. It also arises from relevant tax credits of tax consolidated group members. Requirement v) Yes, Freedom food group limited has recorded income in the liabilities section of balance sheet. The amount of income tax payable is recorded at $ 11642 and $ 11568 respectively (ffgl.com.au 2018). Income tax expenses are the amount that appears on the income statement of company and it increases the expenses account of company. Income tax payable appears in the liability account of balance sheet. It appears as liability because it is yet to be paid by organization. Income tax payable is calculated based on the difference between income tax liabilities and income tax expenses of company and computation of income tax expenses is done based on total income generated by the organization within any particular financial year (Nastase et al. 2016). In certain situations, net income reported by company that is prepared under general accepted accounting principles is not equal to the taxable income that is reported under the tax return. Requirement vi) Total amount of income tax paid by Freedom food group limited is reported in the cash flow statement and the amount for the financial year 2017 and 2016 stood at $ 1381 million and $ 2675 million respectively. On other hand, income tax expenses for both the year stood at $ 6483 million and $ 1809 million respectively (ffgl.com.au 2018). These figures depicts that there is difference between income tax paid and income tax expenses attributable to company. Income tax paid by organization is calculated based on actual earnings for any particular financial year. On other hand, income tax expense is calculated based on the estimated income of company. Difference in the figures of income tax paid and income tax expenses is also attributable to computation of tax based on standard business accounting rules and tax accounting (Doukakis 2014). Requirement vii) After evaluating the treatment of taxation of Freedom food group limited, it can be said that there was nothing so surprising so far. However, users will be able to gain some insights regarding the treatment of taxation under different standard of accounting and taxation. Operating tax rate of company is reflected in income tax expense of approximately 19.4% (Bamber and McMeeking 2016). However, organization has the changed their effective taxation rate that has led to increase in claim of research and development. Taxation rate that was effective in previous year incorporated one off tax adjustments relating to sales transactions of a2 Milk Company. There were no deferred tax liabilities for the current financial year. New insights that have been gained from the evaluation of the financial statements of company are that the income tax expenses in both the financial year is different from that of accounting income times the taxation rate. However, tax expense in year 2017 is more tha n accounting income times the income tax rate. On other hand, in financial year 2016, income tax expenses is less than accounting income times the taxation rate. Company has recognized deferred tax assets and deferred tax liabilities that are arriving from relevant tax credits and unused tax losses. References list: Bamber, M. and McMeeking, K., 2016. An examination of international accounting standard-setting due process and the implications for legitimacy. The British Accounting Review, 48(1), pp.59-73. Bassemir, M., 2017. Why do private firms adopt IFRS?. Accounting and Business Research, pp.1-27. Camfferman, K. and Zeff, S.A., 2015. Aiming for global accounting standards: the International Accounting Standards Board, 2001-2011. Oxford University Press, USA. Camfferman, K. and Zeff, S.A., 2015. Aiming for global accounting standards: the International Accounting Standards Board, 2001-2011. Oxford University Press, USA. Capkun, V., Collins, D. and Jeanjean, T., 2016. The effect of IAS/IFRS adoption on earnings management (smoothing): a closer look at competing explanations. Journal of Accounting and Public Policy, 35(4), pp.352-394. De George, E.T., Li, X. and Shivakumar, L., 2016. A review of the IFRS adoption literature. Review of Accounting Studies, 21(3), pp.898-1004. Doukakis, L.C., 2014. The effect of mandatory IFRS adoption on real and accrual-based earnings management activities. Journal of Accounting and Public Policy, 33(6), pp.551-572. Feldmann, B. and Le, T.K., 2017. The Effect of International Accounting Standards on Management Behavior: A Study on Earnings Management Behavior in Countries with High Investor Protection. In Leadership, Innovation and Entrepreneurship as Driving Forces of the Global Economy (pp. 411-422). Springer International Publishing. Florou, A. and Kosi, U., 2015. Does mandatory IFRS adoption facilitate debt financing?. Review of Accounting Studies, 20(4), pp.1407-1456. Kaya, D. and Koch, M., 2015. Countries adoption of the International Financial Reporting Standard for Small and Medium-sized Entities (IFRS for SMEs)early empirical evidence. Accounting and Business Research, 45(1), pp.93-120. Lucchitti, A. (2017).Annual Report 2017 - Freedom Foods. [online] Freedom Foods. Available at: https://ffgl.com.au/release/annual-report-2017/ [Accessed 25 Jan. 2018]. Mullinova, S., 2016. Use of the principles of IFRS (IAS) 39" Financial instruments: recognition and assessment" for bank financial accounting. Modern European Researches, (1), pp.60-64. Nastase, G., Calin, A.M. and Margina, O., 2016. INTERNATIONAL ACCOUNTING STANDARD NO. 16 TANGIBLE ASSETS AND ITS PRACTICAL IMPLEMENTATION. Calitatea, 17(S1), p.285. Picker, R., Clark, K., Dunn, J., Kolitz, D., Livne, G., Loftus, J. and Van der Tas, L., 2016. Applying international financial reporting standards. John Wiley Sons Popovic, S., Majstorovic, A. and Grubljesic, Z., 2015. Valuation of facilities in use and application of international accounting standards. , (3), pp.379-387. Tran, A. and Zhu, Y.H., 2017. The impact of adopting IFRS on corporate ETR and book-tax income gap. In Australian Tax Forum (Vol. 32, No. 4, p. 757). Tax Institute.

Leadership of a Consultancy Group Project Planning and Organising

Introduction Background Information Effective coordination among the group members of a consultancy team is indispensible for working out effective strategies for managing change within an organisation. Being a leader of a consultancy group, the rational allocation of responsibilities and obligations among the team members was highly important to facilitate the problem identification aspects and understand the drawbacks of the organisation’s performance.Advertising We will write a custom essay sample on Leadership of a Consultancy Group: Project Planning and Organising specifically for you for only $16.05 $11/page Learn More While preparing the group for the project accomplishment, I realized that being a leader implies possessing a wide experience in allocating roles within a team and making important decisions connected to planning and organising subsequent steps of project accomplishment. Identifying the Key Concept and Rationale Judging from t he above-presented evaluation of our team performance, specific reference has been made to the importance of roles allocation, the conceptual framework presented by McClelland Need Model – introducing the basis for exploring the main needs of a manager. Hence, greater analysis of the model guides effectively the group members to understand the people’s driving force, including their behaviors and different situations. The model greatly contributed to understanding psychological needs of group members. Apart from the above-presented framework, the team cooperation and interaction was achieved through understanding the 5 key variables of team performance, which are team leadership, mutual control of performance, back up behavior, adaptability, team coordination and orientation, and mutual trust. Main Body Introducing the Basics of Corporate Strategy and Analyzing Techniques and Strategic Options It is important for a leader to learn the main aspects of effective performa nce management within a project team. In particular, specific psychological, ethical, cultural, and motivational theories and backgrounds should be carefully considered to achieve the highest results. Regarding the team functioning, it should be stressed that a team leader should provide approaches â€Å"†¦to improve strategic focus and organisational effectiveness through continuously securing improvements in the performance of individual and teams† (Pilbeam and Corbridge, 2006, p. 289). While working within a team, the diversification strategy has been introduced, which is also an important element of effective team performance because can significantly foster the goals accomplishment.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More In particular, â€Å"†¦establishment of priorities between projects, periodic review of project team members’ performance and the exi stence of planning and control processes† are among the main attributes of fruitful cooperation within the team (Saee, p. 261). In this respect, the strategic options proposed by the Project Board were not fully directed at optimizing the work of the organisation’s team, which hampered the process of option implementation. Introducing Theoretical Frameworks Discussing McClelland Need Concept While applying to McClelland Need concept, I was able to evaluate the motivations and needs of each member of the team, including my abilities and needs. Judging from the results, most of the group participants had higher need for affiliation, but less need for achievement. In contrast, my achievement need was higher than the affiliation which struck the balance between the team members. More importantly, greater control of performance was carried out through a strong need of power, a tool necessary for enhancing behavior of other people. In the course of project management, I reali sed that fruitful cooperation within a team was possible to achieve if appropriate behavioral limits were established (Chapmoux, 2010, p. 160). However, a team leader should be more oriented on expressing personal dominance through interpersonal influence and persuasion. â€Å"Big Five† of Team Functioning While taking into consideration the framework within which the main team leadership variables were identified, there were five key components of successful team functioning, which are team leadership, mutual performance monitoring, back up behavior, adaptability, and team orientation. Looking from the perspective of team leadership, the team motivation was sufficiently developed through introducing a competition element within a team. At the same time, the team worked toughly in cooperation with each other. According to Zaccaro et al. (2001), â€Å"a team failure may reside not only in member inability, but also in their collective failure to coordinate and synchronize the ir individual contributions† (p. 451).Advertising We will write a custom essay sample on Leadership of a Consultancy Group: Project Planning and Organising specifically for you for only $16.05 $11/page Learn More In this respect, team management should first be considered as a process, but not as an event. Apart from team interpersonal communication, teams should pay closer attention to external factors revealing dynamic and complex environments. In this respect, the need for member coordination was the core for successful accomplishment of team goals. Back up behavior and adaptability are closely connected concepts. Porter et al. (2003) believe that a back up behavior model should be based on team inputs focused on the nature of team’s goals, as well as the team composition. Being involved into the decision-making process, the team introduced effective collaborative techniques to make important decisions and solutions to the existing probl ems (Marks et al., 2000). Adaptability, in this case, is one of the techniques contributing to fostering the decision-making because it enhances the group ability to modify behaviors. Because a team is a group of individuals undertaking specified roles and interacting dynamically and adaptively toward a common goal, the matter of adaptability contributes to recognizing changes within the team and defining the team member roles. Team orientation is more associated with the analysis of individual efforts within a team. Being a team leader, I realized that I could not effectively manage the team project without assistance provided by my team members. In this case, the effective allocation of roles contributed to greater effectiveness of the project accomplishment. Evaluation of Team Working and Decision Making Capacity Judging from the result of project management, our team has succeeded in producing sound solutions to the problem through effective cooperation. The effectiveness of the team’s work was marked by the rational allocation of responsibilities. In particular, because the main project perspectives were identified, I believe that our team corresponded to the existing requirements. It also implied that I managed to effectively allocate the responsibility and give orders to the group participants. In order to evaluate the effectiveness of the decision-making process during the project accomplishment, the team managed to analyze the interview materials to define the gaps in management and identify the problem by the rational decision-making model. Conclusion An overall evaluation of team performance has revealed that our team has succeeded in implementing its decision-making models and strategic management concept. While leading the group, I have also realized the major shortcomings of leadership. In particular, more emphasis should be placed on striking the balance between coordinative working and individual efforts implementation.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More On the one hand, project management requires effective coordination and monitoring of effective team functioning. On the other hand, a leader should provide other group members with a space for creating and analytical thinking. In such a manner, it is possible to creative a sound competition within a group and foster goals accomplishment. Reference List Chapmoux, J. (2010) Organizational Behavior: Integrating Individuals, Groups, and Organizations. UK, Taylor Francis. Marks, M., Zaccaro, S. J., Mathieu, J. (2000). Performance implications of leader briefings and team interaction training for team adaptation to novel environments. Journal of Applied Psychology, 85, 971–986. Pilbeam, S., and Corbridge, M. (2006) People Resourcing: Contemporary HRM in Practice. London, Pearson Education. Saee, J. (2007) Contemporary Corporate Strategy: Global Perspectives. London, Routledge. Zaccaro, S. J., Rittman, A. L., Marks, M. A. (2001). Team leadership. Leadership Quarterly, 12(4), 451 -483. This essay on Leadership of a Consultancy Group: Project Planning and Organising was written and submitted by user Emmett Hewitt to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

How does Shakespeare encourage the audience to feel sympathy for Juliet throughout Romeo and Juliet Essay Example

How does Shakespeare encourage the audience to feel sympathy for Juliet throughout Romeo and Juliet Essay Example How does Shakespeare encourage the audience to feel sympathy for Juliet throughout Romeo and Juliet Essay How does Shakespeare encourage the audience to feel sympathy for Juliet throughout Romeo and Juliet Essay Discuss with reference to Act III Scene V and how directional choices can affect the audiences response. In conclusion, evaluate the moral significance of the play.Romeo and Juliet is certainly among the worlds greatest plays, and the story of Shakespeares star-crossed young lovers whose fate is sealed by their quarrelling families, the Montagues and the Capulets, is the touchstone fable of romantic love. Coincidence, chance, unawareness: fate weaves its inexorable pattern against the background of a bitter and deadly feud, working through persons who would never knowingly harm the lovers, but who do so nonetheless.This story contains aspects of both a love story and tragedy. The tale of two teenagers who fall in love at first sight and then marry, become true lovers and then risk it all for their love is fundamentally a tragedy. It is evident that this romantic play will have an extremely tragic ending from the beginning. The chorus states that the love between Romeo and Juliet is D eath markd and that the lovers take their life this is essentially dramatic irony. The audience therefore knows more than the characters. Some examples of tragedy in this romantic play include: quite obviously, the misfortune of Romeo and Juliets forbidden love. The blight of the messenger not getting to Romeo in time which leads to Romeo just missing Juliets awakening is surely a tragedy.To me this is one of the most frustrating things in the play, because if he just waited two minutes he would have been reunited with Juliet. And lastly, the death of Juliet. It is sad that she felt she had to take her own life to be with the one she truly loved. I think the unusual storyline, the language that Shakespeare uses and the fact that this play is timeless is what has made it so popular over the centuries. This timeless play points out several things like: how older generations can affect the younger ones. How we can try to control people and how they can rebel to this control, what can happen if younger people are not listened to and how people can rush into things but overall the main message is where there is civil strife, nothing is resolved.Juliet is one of the main characters, who is intelligent- we can see this from the amount of wordplay she uses. She is also articulate, reserved, and sensible and yet she is ultimately socially independent. Which is expected in the time the play was set, whereas as a character, Juliet is fully independent. In terms of age, she is fourteen although is mature for her age, but even so, we are reminded that she is a fourteen year old teenager who is very young at heart. She is part of the Capulet family who are at the centre of a deadly feud with Romeos family the Montagues. Her relationship with Lady Capulet (her mother) by modern standards isnt a proper relationship due to Lady Capulet not being very motherly towards Juliet which isnt surprising considering that in an upper class family in medieval Verona, a mother wouldnt h ave much say in her daughters life. Whereas her adoptive mother is the servant nurse as she is the one who has looked after Juliet all he life. Her father is Lord Capulet who is the head of the Capulet household and who can get an irritable temper if he doesnt get his own way, for exampleHang thee, young baggage! Disobedient wretch!I tell thee what: get thee to church o Thursday,or never after look me in the face (Act iii Scene V)This proves that lord Capulet can get a temper and that if he doesnt get his own way he can be very mean and inconsiderate.Shakespeare makes the audience feel sorry for Juliet in this extreme scene by making her a young lady and the fact that she is an innocent victim makes the situation much worse. We feel sorry for Juliet when she falls in love with Romeo because hes a Montague, his name is Romeo, hes a Montague- (Act I Scene V line 135) and shes a Capulet is she a Capulet- (Act I Scene V line 117). Dramatic irony also creates sympathy towards Juliet as r ight from the word go we know that this play is a tragedy and is going to end in tears A pair of star crossd lovers, take their life taken from the prologue. This one sentence concludes the play in great detail, that the audience cant help but feel the sense of dramatic irony.In my opinion Act III Scene V is important to the play because its the breaking point and its also the scene, which creates the most sympathy towards Juliet. When the scene opens up Juliet is refusing to believe that Romeo has to leaveWilt thou be gone? It is not yet near dayIt was the nightingale, and not the larkThat piercd the fearful hollow of thine earThis is Juliet trying to convince herself that it is not morning and her beloved Romeo does not have to leave to Mantua. Shes so desperate for Romeo to stay that she even makes up stories about some meteor that the sun exhaled to try to convince Romeo to stay and be with her. Shakespeare uses beautiful, romantic and timeless imagery, which makes us feel that we want and they should be together, and thus doing so creates sympathy towards them both. The language Shakespeare uses is vivid and just proves that Shakespeare is a timeless writer. And then, eventually, Romeo does give in to Juliet by sayingI have more care to stay than will to goCome, death, and welcome! Juliet wills it soThese two sentences is the realisation for Juliet that Romeo must leave unless she will never see him alive again. Suddenly Juliet snaps into a mature adult and claimsIt is the lark that sings so out of tune, straining harsh discordsAs this is what being told that he has to leave sounds to her and it proves how much of an adult Juliet can really be- without the audience not forgetting that she is a fourteen year old girl. But when Romeo is about to leave to Mantua they come together and sayMore light and light it growsMore light and light, more dark and dark our woesThese two sentences are talking about the danger that daybreak brings. When they part they talk about death and dieing which just shocks us because they are a extremely young couple who have the rest of their lives to live, but unfortunately this is dramatic irony and we know that its the last time they will see each other alive, this creates extreme sympathy towards both of the characters. Juliet is upset that Romeo has killed Tybalt because due to his actions he is banished from Verona and she will never see him again. Although in my opinion I think Juliet is more confused than anything because she is torn between Romeo- the man she loves who is good on the outside and bad on the inside, and Tybalt- her cousin, but given the evidence we clearly see that she is more bothered about Romeo being banished than the death of her cousin.Things go from bad to worse from there on because not only has Romeo left her the next to do so are her parents.As Juliet starts crying, Lady Capulet walks in. she immediately presumes that Juliet is crying over the death of Tybalt but the audience know different which creates the enormous sense of dramatic irony, as we know something the characters dont. Her mother saysEvermore weeping for your cousins death?What, wilt thou wash him from his grave withTears?And if thou couldst, thou couldst not make him live;Therefore, have done. Some grief shows much ofLoveBut much of grief shows some want of wit.This is showing Lady Capulets extreme incapability of comforting her daughter. This could be due to the fact that they have a very formal relationship as Juliet calls her mother Madam and Ladyship. In lines 85-86 and lines 101-102 this is where Juliet talks with double meaning. We know that she is talking about getting to Romeo because she loves him with all her heart whereas her mother thinks it is to get revenge. But all of a sudden this conversation goes from bad to worse when Lady Capulet proposes to Juliet that she marry the county Paris (lines 113-116). When Juliet is told she must marry Paris she acts how we would expect her to act because we know that she is married to RomeoI will not marry yet; and when I do, I swear,It shall be Romeo, whom you know I hate,This is another double meaning as she is already married to Romeo but is meant to make her mother think she hates the idea, this is another way of creating the sense of dramatic irony, because the audience knows that Juliet is married to Romeo but the characters dont. After Capulet has abused Juliet, She turns to her mother hoping she will understand. Her mother ignores the plea and suicidal threat and disowns herTalk to me, for Ill not speak a wordDo as thou wilt, for I have done with thee,Thus both her flesh and blood have deserted herThis quote is extremely effective in creating sympathy towards Juliet because this is where Juliets own mother abandons her.When Juliet repeatedly refuses to agree to marry Paris and meet Capulets demands he hurls a torrent of insults and abuse towards Juliet such as Disobedient wretch, young baggage and hilding! he imitates her and even threatens his own daughter with phrases, he talks about dragging her to the church I will drag thee on a hurdle thither, he talks about hitting her My fingers itch and about kicking her out into the street and watching her die in the streets hang, beg, starve, die in the streets. Juliet goes from worse to terribly upset when Capulet abandons hernever after look in my face. Speak not, reply not, do no answer me.This behaviour is extremely unusual of Capulet, as elsewhere in the play we certainly havent witnessed him address Juliet in this manner, which brings the message across of Capulets frustration more vividly. This is also especially unusual behaviour because from the beginning of the play, it is learned that the Capulets held the decisive judgement of what Juliets future would have in store. Also at the beginning of the play Capulet was the person who didnt want Juliet to rush into marriageBut saying oer what I have said before. My child is yet a stranger in the world. She hath not seen the change of fourteen years. Let two more summers wither in their pride ere we may think her ripe to be a bride. (I ii, 7-11)This demonstrates Capulets intent of choosing Juliets husband, and now that he has his motives its the other way around. Juliet has been abandoned by a second person, her own fatherShakespeare also shows paternal love to go along with the others in the text. I guess that you could say that their was a bit of love from Juliets parents towards her in that they only wanted what they thought was best for her as well as getting what they want at the same time. They imagine that Juliet would be happy living her life with Paris, although Lady Capulet was much more loving than her husband was.After Lord and Lady Capulet have left Fearing she doesnt have anyone left Juliet turns to the only person who understands her- her good maid, the nurse. She wants words of comfort but that is not what she receives- lines 214- 226. This is not what she wants to hear, she cant marry the county Paris, it is impossible and inappropriate, and she is already married to Romeo so a second marriage is out of the question. This betrayal results in Juliet telling nurse she wont confide in her again thou and my bosom henceforth shall be twain. Shakespeare shows us that Juliet is so desperate for help that she is willing to take her own life myself have power to die Romeo.Shakespeare uses vivid language to show us that Juliet feels isolated and confused such as Ancient Damniation! and if all else fails, myself have the power to die. This is sad; to think that Juliet thinks that killing herself is going to solve her problems. This makes the audience see how desperate she is and how much she is in love with Romeo. This also proves how isolated and confused Juliet really is because her mother, father and even the nurse want her to get married to Paris, so much that if the visit to Friar Lawrences Cell doesnt work she will take her life. Thi s scene is tremendously effective in creating sympathy towards Juliet because of the way her family are turning against her, the way her father behaves and the fact that her true love- Romeo has left to Mantua.If I was the director of a stage production of Romeo and Juliet, in Act III Scene V I would have Juliet Kneeling on the floor of her bedroom wearing a white nightgown in order to make the audience to feel more sympathetic for her. This idea is similar to the costume that Juliet is wearing in Baz Luhrmanns dazzling and unconventional adaptation starring Leonardo DiCaprio and Claire Danes. Lord and Lady Capulet would wear suits to bring the message across that they are formal and important. The nurse would wear the traditional nurses outfit. Lord Capulets gestures would be harmful towards Juliet for example-: pushing, hitting, shoving, etc. in order to create more sympathy towards Juliet whilst Juliets will be screaming, crying and wriggling etc. the nurse and Lady Capulets woul d be similar such as clinging, pulling and dragging Capulet away from Juliet.This story is one of the greatest love stories of all time. There would not be too many people who have not heard of it. The story would not be as popular if Romeo and Juliet met, their families made up, they married and lived happily ever after. Even today, the tragedy resembles a blueprint of the problems that the adolescents of the twentieth century must face each day. In this play, Shakespeare explores the pitfalls of young love, and the consequences they receive from their actionsIn todays society, youth are constantly advocating the change from total dependence on family, to their own independence. Young people often think they know better than their parents, often believing that instead of helping them, they are only punishing them. Romeo and Juliet found that they new better then their parents, but after realizing the wrong they caused when both committing suicide. We love the tragic element of this story. It makes us cry, it makes us feel deep emotions, and it stirs up feelings like no other love story.The path of this true love is not smooth, but the path with its roughness and obstacles, seems to be the best way of showing the nobility and strength of true love. When Juliet sees Romeo dying at the end of the play we are filled with Sympathy towards Juliet and this is very important especially when Juliet takes her own life. In my opinion the moral of the story is when there is a civil strife nothing is resolved, and I think that if Romeo and Juliet hadnt died the moral wouldnt have been as strong. An apt quote to sum this up is spoken by Escalus, the prince of Verona.

10 of the Most Inspirational Parts of Nursing

10 of the Most Inspirational Parts of Nursing The crazy shifts, the constant wrestling with life and death. What keeps a nurse going?  Here is a random list of the most important things a nurse holds onto in order to keep showing up for work. 1. PassionThat’s the drive that brings nurses  to medicine in the first place. Keeping sight of this and staying connected to the desire to help people are vital in any nurse’s career.2. RespectFor each other, for the profession, for the lives so often hanging in the balance.3. HumorLaughter, we all know, is often the best medicine. In order to make it through the toughest days, it’s often mandatory to  find humor in the darkness.4. GratitudeAs important for nurses as everyone else- perhaps more so. Being thankful for patients, personal  health, and the  patience of families and friends is key.5. TeamworkNurses  work together to make it look seamless, but it takes a lot of individual effort and care.  6. Learning and teachingBoth are the best way to keep t he passion up- whether by mentoring and teaching a new colleague or fulfilling your own desire to keep learning more and advancing in your professional development.  7. AdvocacyBeing there for the patient and standing up for him or her when they can’t speak for themselves is challenging, but necessary and humbling.8. TrustWithout it, nurses  are sunk. They  have to trust themselves, their  knowledge, and the people they  working with, or they can’t help anyone.9. CourageNurses couldn’t do their jobs without it. It takes courage just to come to work- more to take a stand whenever necessary for patients’ interests.10. InnovationExciting decisions happen every day, in very setting. Nurses are always using  what we know to make the world a healthier, safer place.

The meaning and influence of leadership to SAMSUNG Essay

The meaning and influence of leadership to SAMSUNG - Essay Example This document focuses on the different leadership theories and tools. It further illustrates the implementation of these leadership theories in Samsung to understand the importance of leadership management. 2- Background of Samsung Samsung Group is a multinational conglomerate organization having numerous of business subsidiaries and affiliation (Samsung, 2013). Samsung is one of the prominent information technology leaders globally. The organization operates and manages more than 200 hundred subsidiaries (Lunenburg & Ornstein, 2012). The organization has successfully sustains it market positioning in the global IT market and economy. Samsung is reported to have the largest annual growth and profits (Samsung, 2013). The prominent Samsung industrial subsidiaries includes, Samsung Electronics (ranks fourth largest information Technology Organization), Samsung Engineering and Samsung C & T (13th and 36th largest construction companies in the world), Samsung Life Insurance (14th largest insurance organization of the world), Cheil Worldwide (15th largest advertising agency) and Samsung Everland (the oldest theme park and Everland in South Korea). The success of the organization lies in its strong leadership and strategic management. 3- Literature review Trait Theory of Leadership Trait theory primarily focuses on the heritable attributes, behavior patterns and personal characteristics of the leader (Northouse, 2010). The theory defines that the different personal characteristics and patterns fosters the leader effectiveness in the different groups and organizational situations (Northouse, 2010). Some of the scholars argue that the leadership traits are not acquired; perhaps individuals possess leadership traits that cannot be developed whereas this perspective has been criticized over the period as some of the scholars believe that the leadership traits can be acquired. Leadership behavior Ethical Leadership is the approach of the leaders to develop awareness about the right and wrong. It develops code of conduct for the leaders to make decisions and embed ethical attitudes and behavior (Hellriegel & Slocum, 2007). Ethical leadership allows to influences the attitudes and values, foster leader’s behavior and the empowerment of employee. Contingency theory believes that the leadership style shall be appropriate with the dynamic conditions. Fielder’s Contingency theory states that the effective leadership is dependent on the leadership style that is changed with the changing conditions. (Lunenburg & Ornstein, 2012) The theory assumes that either the leaders are task oriented or relationship oriented; the style leadership adopts shall be according to the preferences of its orientation. It suggests that the task oriented leaders are more focused on the accomplishment of the tasks, whereas the relationship oriented leader’s aims to develop effective communication and interpersonal relationship with its employee (Lunenburg & Orn stein, 2012). Therefore, the leader’s favorability in every situation is the major concerns to develop effective leadership (Daft & Lane, 2008). Fielder’s contingency theory primary focuses on the leader’s personality and the psychological disposition. It further suggests that it is necessary to focus on at least one element of the leader-led situations, though it does not provide a complete description about the issues, but it allows

Ajax Minerals and the Problems at Perrier case study Assignment

Ajax Minerals and the Problems at Perrier case study - Assignment Example The leadership team at Ajax Minerals wanted a change in the operational activities as they were planning for future activities. They were concerned about the challenges they have to face  in the near future from their competitors. In order to continue their operations easily, they required certain changes without which  the future of Ajax Minerals was  considered  to be in danger. The supervisors and workers did not foresee any such threats which the leadership considered dangerous. All of  the labor force at Ajax Minerals was poorly managed, and there has always been poor management and labor relation. The employees (labor) always considered that any meeting held would result in redundancy or cut-offs. The laborers resist to change because of their past experiences (Hall & Hord, 2014). The main reason of resistance to change at Ajax is because of the lack of coordination between the management and the lack of job security. The laborers have always resisted to change because of such reasons and at this moment they had the same perception about the change which the leadership team wanted to implement. The leadership team at Ajax was aware of the reaction of the employees and tried to deal with this situation opposite to the customary manner (Hiatt & Creasey, 2003). Before implying any changes, the management team and the supervisors interacted and discussed the changes. This policy was never opted in the past, but they considered it important as it was the only way to implement the changes. In the meetings, the managers discussed the problems that the company was expected to face and even asked for their advice. The managers at the company also used an open book approach through which all the employees gained access to the financial performance of the company. The above two strategies were opted by the managers at Ajax to avoid resistance to change by the employees (Hall & Hord, 2014). In every organization,

Purpose of satisfying the audience Essay Example for Free

Purpose of satisfying the audience Essay On the other hand this is effective because it appeals to the audience and influences their views on Lohan, because it appeals to the audience making them envious of her. In the article from Cosmopolitan Jennifer is more in control and has a more appropriate picture for her target audience which is women from 20-30 where as the picture from sugar is suited for young adults from 13-17. The image of Jennifer is natural and has a sharp focus with a light background to make her stand out more. Jennifer looks like the glamorous one as she says that she no longer has to try hard to please others. This is because her hair is tied back just like herself tied away from the publicity. Her hair is tidy and neat like herself and it is unlike Lindsays hair. Lopez is also smiling at you being more welcoming and approachable whereas Lindsay looks rebellious and standoffish which gives Cosmopolitan readers a good impression. The article meets the purpose of entertaining the audience using imagery. The purpose of Lohans article is to introduce Lindsay and make the target audience who are teenagers, more drawn in and interested in Lindsays life t. The tag which is a piece of small text that tells you about the article, works in favour of promoting both celebrities. In Lindsays case; an alleged love for booze and bad boys Lindsays not your average Hollywood A-lister . Sugar uses quick chatty informal language and the use of booze which is colloquial language. It also uses words like nope and stuffin helps to sell and promote her. When sugar uses these types of phrases appeals to teenagers who tend to read quick easy and short texts. Whereas in Lopezs article the use of formal words like speculation and identifies and longer sentences are appropriate to entertain and satisfy the audience which are adults. They are more effective to the target audience making them feel the magazine is made just for them, but advertising the celebrities at the same time. The articles are trying to publicize Jennifer and Lindsay by putting a positive light on them. Both the articles satisfy the audience because they tell you about an everyday situation and problem. For example the celebritys love life but it is more alluring because it is based and happening to a celebrity and it is easier to compare with our own lives. In Lindsays situation its all about her wanting a boyfriend, however in Lopezs view its more about her former boyfriends and the fact that now shes at the age where she doesnt need men, which appeal to adults. The text is in favour of Lindsay, we can see this because the article talks about her life and the gossip talk that teenagers are interested in. a reported fling with Fred durst (well who hasnt? ) The article is talking about Lindsays relationship, they point the finger at Fred making it seem normal to go out with different boys, saying what Lindsay is doing is right. Which is a popular subject in teenage talk, appealing to the target audience? There is a great contradiction with her wanting to be normal. Sugar says Hollywood clones sport blonde hair, spray on tans and skinny bods And, well, normal figure here sugar says that Lindsay stands out because she doesnt look like other celebrities. She is no longer a red head or has a curvy figure but looks like a Hollywood clone. This is effective to the audience because the target audience are being entertained with this contradiction. She no longer stands out or is not normal in her figure and looks. The anchorage which is a small piece of text at the bottom of a page next to Lohans picture, gives an extra feature which supports the view of Lohan being important. Apparently Colin Farrell turned down the lovely Lindsay when did he get so fussy The anchorage is pointing the finger at Farrell, making him look bad but in my view it just makes Lindsay look more desperate and in need of promotion. Farrell is a celebrity known for his popularity for dating all girls. Whereas Jennifer Lopez doesnt seem to need it, because she has so many years of experience in the celebrity light. The desperation of Lindsay Lohan is more apparent now because she looks like another Hollywood clone, shes become skinny and blonde just like her friend Paris Hilton ( a popular super model) from looking healthy uniquely beautiful to skinny and blonde. In other words selling herself more then she needs to. She is contradicting herself because in the article when shes asked about dieting she says NO! its sad how people have become so aware of how they look, but now shes completely changed herself. The two articles entertain, inform and sell the celebrities lives in a positive light and satisfy the audience using imagery and words appealing to the target audience. In Lohans case she is promoting herself to please her target audience using colloquial language and sorter text. Whereas in Lopezs article, it refers to her love life and puts her in a positive light towards her target audience. Using longer words, formal language and text. The type of language and the length of the text suits and satisfies the different audiences.

Air Bag Safety For The Prevention Of Injury And Death Essay examples --

According to statistics, motor vehicle accidents are the number one leading cause of unintentional injury-related deaths, making up close to 45% and more than quadrupling all other causes. Although these statistics can be overwhelming knowing that driving a motor vehicle on a daily basis comes with a lot of risk, an individuals chance of injury can be lowered by following basic rules of safety. The American Trauma Society believes that the injury rate could be reduced by 50% if people would simply apply existing information about prevention. Wearing a seat belt while riding in a motor vehicle is by far the easiest way to prevent injury and death, and should be done anyhow because it is a federal law to do so. In addition to seat belts, motor vehicles are equipped with air bags, an automatic form of protection designed to reduce the risk of injury. In the past decade, air bags have saved the lives of close to 3,000 people. The National Highway Traffic Safety Administration (NHTSA) con ducted a study of real-world motor vehicle crashes and were able to conclude that the combination of seat belts and air bags is 75% effective in preventing serious head injuries and 66% effective in preventing serious chest injuries. Unfortunately for about 100 people in the past decade, their lives were saved at the expense of suffering a less severe injury caused by the air bag itself. However, when proper air bag safety is applied in conjunction of wearing a seat belt properly, most injuries ...

Globalisation and English Essay

According to the researchers from the Levin Institute, globalisation is defined as â€Å"a process of interaction and integration among the people, companies, and governments of different nations, a process driven by international trade and investment and aided by information technology. This process has effects on the environment, on culture, on political systems, on economic development and prosperity, and on human physical well-being in societies around the world.†1 Coleman (2006: 2) considers that globalization is characterized by the compression of time and geographical distance, the reduction of diversity through intensified trade and communication, and new social relationships marked by reduced local power and influence. Gray (2002: 152) considers that a series of factors are associated with this phenomenon, including the rise of transnational corporations (which challenge the autonomy of the nation-state), the interconnection which goes beyond national boundaries, the development of technologies which compress space and time and make communication instantaneous and increasing cultural hybridization. The combination of these factors generates two visions on the present and future, an apocalyptical dystopia or the image of the humanity at the beginning of a new era of civilisation. Berger (2003: 2) describes the utopian perspective as the promise of an international civil society, conducive to a new era of peace and democratization. The dystopian nightmare implies â€Å"the threat of an American economic and political hegemony, with its cultural consequence being a homogenized world resembling a sort of metastasized Disneyland (charmingly called a â€Å"cultural Chernobyl† by a French governme nt official).† As Berger and many others rightfully notice, there is indeed an emerging global culture, with an American origin and content, which Berger describes using a phrase belonging to the Chilean historian Claudio Veliz: â€Å"the Hellenistic phase of Anglo-American civilization†. The formulation is clearly dissociated from any interpretation in terms of imperialism, as Greece had no imperial power by the time the civilized world was described as Hellenistic. Even though the United States have today a great deal of  power, its culture is not imposed globally be means of force. During the Hellenistic times, the main vehicle for cultural propagation was language, the basic and vulgar Greek, Koine. The nowadays koine seems to be English, that new lingua franca for the new emerging global culture, which the world population learn for practical reasons. English has become the medium of international, economic, technological and scientific communication, however much this may enrage intellectuals in certain places or the world, such as France or Quebec. Millions of people all over the world learn English because they want to take part in this global communication, not because they want to read Shakespeare in the original. As Fishman puts it, â€Å"whether we consider English a â€Å"killer language† or not, whether we regard its spread as benign globalization or linguistic imperialism, its expansive reach is undeniable and, for the time being, unstoppable. Never before in human history has one language been spoken (let alone semi-spoken) so widely and by so many.†(cf. Fishman, 1999: 26) Crystal (1997: 13) notices that the reason why a language becomes a global language does not have much to do with the number of people who use it. It is much more important who those speakers are. Latin became an international language throughout the Roman Empire, but this was not because the Romans were more numerous than the peoples they subjugated. The writer goes on arguing that language has no independent existence, living in some sort of mystical space apart from the people who speak it. Language exists only in the brains and mouths and ears and hands and eyes of its users. Consequently, when they succeed, on the international stage, their language succeeds. When they fail, their language fails with them. A language does not become a global language as it possesses special intrinsic structural properties, or because of the size of its vocabulary, or because it has been a vehicle of a great literature in the past, or because it was once associated with a great culture or religio n. These factors can motivate someone to learn a language, of course, but none of them alone, or their combination can ensure a language’s world spread. A language has traditionally become an international language for one chief reason: the power of its people – especially their political and military power. Still,  according to Crystal, the international language dominance is not entirely the result of military might. It may take a militarily powerful nation to establish a language, but it takes an economically powerful one to maintain and expand it. This was the case in the nineteenth and the twentieth centuries, when economic developments began to operate on a global scale and supported the new communication technologies – telegraph, telephone, radio – and fostered the emergence of massive multinational organizations. The development of a competitive industry and business led to an explosion of international marketing and advertising. Also, the technology, chiefly in the form of movies and records, fuelled new mass entertainment industries which had a worldwide impact. As Crystal rightfully underlines it, any language at the centre of such an explosion of international activity would suddenly have found itself with a global status. English, he sustains, was in the right place at the right time. During the nineteenth century, Britain had become the world’s leading industrial and trading country. At the end of the century, the population of the USA was larger than that of any of the countries of Europe, and its economy was the most productive and the fastest growing in the world. During the twentieth century, this world presence was maintained and promoted through the economic supremacy of the American superpower. Politics was replaced by economics the chief driving force. And the language behind the US dollar was English. The American English, as any other language, carries with it a cultural freight of cognitive, normative and emotional connotations which insinuate themselves in the consciousness of those who speak it. According to Berger (2000: 427), it makes sense to assume that the attractiveness of English, especially of its American form, is due at least in part to its capacity to express the sensib ilities of a dynamic, pluralistic and rationally innovative world. The prospect that a lingua franca is needed for the entire world emerged powerfully during the twentieth century, when various international bodies (such as United Nations, UNESCO or UNICEF) came into being. The need to adopt a unique lingua franca in order to facilitate communication in such contexts is obvious, as the alternative would be expensive and impracticable multi-way translation facilities. The need for a global language is particularly appreciated by the international academic and business communities, composed of members with a large variety of mother tongues, as well as in the  thousands of individual contacts being made daily around the world, as people nowadays have become more mobile, both physically and electronically, due to the invention of the Internet. There are many considerable benefits which would flow from the existence of a global language; but several commentators have pointed to possible risks which may emerge from the existence of a unique lingua franc a. Johnson (2009: 132) has identified three paradoxes of thought regarding the status of English as a so-called lingua franca, each of these conflicts being interlinked with the others. The first paradox is an illustration of the widespread disagreement on whether English should be considered a powerful economic tool for development and commerce, or its rise is a dangerous mechanism which reinforces and creates new inequalities based on English-proficiency. There is also a risk that that those who speak English as their mother tongue will automatically be in a position of power compared with those who have to learn it as an official or foreign language. For example, a scientist with another native language than English will need more time to assimilate a report in English and consequently, less time to carry out his or her own scientific research. Moreover, if his or her work is written in other language than English, there is a chance that he or she will have his or her work ignored by the international scientific community. A different scenario could be that of the senior managers who do not have English as their mother tongue and find themselves working for English-language companies; these persons could find themselves at a disadvantage compared with their mother-tongue colleagues, especially when meetings involve the use of informal speech. Crystal (2007: 16) claims that there is already anecdotal evidence to suggest that these thi ngs happen. Knowledge of English is a powerful tool for development and advancement throughout the world and fluency in English is seen as a step forward in the people’s struggle for self-sufficiency and success. The increase in global interactions has stimulated demand for more efficient communication across lingual borders. A second reason for the popularity of English among the world population is the language’s association with all things â€Å"modern†, most likely thanks to American pop culture. But recently, observers of the spread of English have pointed that English is not only helpful but is becoming increasingly necessary for success in the nowadays world, leaving those who do not speak  it behind. Researchers have noted that publications written in languages other than English have a considerably lower impact, being less cited than English-language works. Various advertising companies make intensive use of the lingual imagery, using English when they want to express globality, modernism, and progressivism. In this manner, the English language continues its growth, owing its popularity to the financial benefits of those using it and to the attractive lifestyle images attached to it. For many, from rich business executives to low-income students, English and its command has been constructed as â€Å"language power of opportunity, free of the limitations that the ambitious attribute to their native languages† (cf. Johnson, 2009: 134). The English-only systems are accused of violation of the equality of opportunity and lingual rights should be protected like other human rights, instead of being left to market forces, but on the other hand, the role of English in bringing pr osperity to those who use it cannot be ignored. English, like any other economic tool, is not equally and universally available and may function as a new dividing line in the quest for progress. Fishman argues that â€Å"spreading languages often come to be hated because they can disadvantage many as they provide advantages for some.† (1999: 28). The analysis devoted recently to the spread of English has got precisely to the point that English is not only helpful but is becoming increasingly necessary for success in the working world, leaving those who do not speak it behind. This system which rewards English-speakers and leaves the rest outside is highly questionable. On the one hand, all skills, including lingual ability, should be awarded; on the other hand, the ability in a language which is native to some and the educational access to which is nor fairly spread should not count for more than one’s field-related expertise. A second conflict Johnson draws attention upon has emerged with regard to culture. There are voices claiming that English language is an imperialist and homogenizing force detrimental to the world’s diversity of cultures, while others consider that the English language is separating from its culture of origin and actually facilitating cross-cultural dialogue. English is considered the carrier of the images of globalization, threatening not only to make those who speak it more alike, but to mould them in the culturally-specific American image that it carries in its syntax. English  may be the tool for communicating used by the international elite, and consequently the language of choice for those who aspire to gain this status, but languages are more than mere modes for communication. They are also the carriers of entire perspectives upon the world, the containers of culture and identity. â€Å"While this means that decreasing lingual diversity can lead to the loss of irrepl aceable bodies of knowledge and tradition, it also reinforces the influence of those who hold such power.† (Johnson, 2009: 137) As there is a direct but also a subtle connection between the way the speakers understand the world around them and the language they speak to communicate, using lingual power is a particularly effective modality to spread one’s influence. Many scholars fear that the brand of Americanized â€Å"cosmopolitanism† threatens not to celebrate diversity, but to destroy, or dilute in the best case-scenario, the cultures in its path. On the positive side, the rise of English is considered a positive development for culture, linking people who come from a wide range of backgrounds and allowing speakers to share their culture and ideas with a larger audience. But many of modern English students are not very interested in becoming culturally American but more eager in learning English for international purposes, many times related to their careers. International communication through English is more and more characterized by interactions between those who speak it as a second language rather than by communication between native speakers. It is true that the balance of power may have determined that English would become the dominant global language, but the language in itself can no longer be understood as functioning exclusively to serve the interests of English-speaking states. In sport, business, entertainment or advertising, English is being more and more used as a communication tool, and various scholars in the field claim that this is only strengthening global cultural awareness and the appreciation of diversity. But, according to Graddol, (1997: 3) the language is at a critical moment in its global career: within a decade or so, the number of people who speak English as a second language will exceed the number of native speakers. The implications of this shift are very important: the centre of authority related to the lan guage will move from speakers to the global resource. Their literature and television may no longer provide the focal point of a global English language culture, their teachers no longer form the unchallenged authoritative models for  learners. The increasing adoption of English as a second language by people belonging to various communities, where it takes on local forms, is leading to fragmentation and diversity. The third conflict noticed in the analysis of the rise of English has to do with the permanence of its ascendancy. Many observers believe that English is â€Å"just another lingua franca† but there are persons who worry that its rise with the rapid globalization means that it is a more permanent, and probably more dangerous, phenomenon. Phillipson (1996: 429) notices that English has acquired a narcotic power in many parts of the world, an addiction that has long term consequences that are far from clear. For some scholars the pre-eminence of the English language is nothing more than a passing phase. Johnson (2009: 141) cites Fishman, who claims that â€Å"historically, languages have risen and fallen with the military, economic, cultural or religious powers that supported them.† Russian, for example, was the indisputable language of power from Berlin to Beijing until the fall of the ideological system that supported it. Since then, English has taken its place, supporte d by the political and economic forces behind it. But there are many reasons to believe that the heyday of the English language will not long outlive the powers that have propelled it. Other languages, large or small, may gain more importance, and one sign of this future development is that the widespread popularity of English means that ability in other languages will become equally, if not more, valuable for employment in specific fields. Even though English is the tool of today’s global communication, regional lingua francas like Arabic, Chinese, Spanish, or Swahili are more effective modes to reach greater, even if less affluent, groups of people. Fishman claims â€Å"Indeed, for all the enthusiasm and vitriol generated by grand-scale globalization, it is the growth in regional interactions —trade, travel, the spread of religions, interethnic marriages— that touches the widest array of local populations. These interactions promote the spread of regional languages.† (1999: 39) Regional languages are gaining more importance as the societies who speak them gain economic influence and power on the global level. It is agreed that it wonâ €™t be long before they become major competitors to the English language. Johnson (2009: 142) also sustains that lasting English language dominance is  unlikely because of the basic human tendency to resist domination. According to her, â€Å"trends that are perceived as hegemonic can have the indirect effect of producing a backlash, prompting groups to hold on more tightly to their local identities.† Fishman (1999:40) explains that languages â€Å"serve a strong symbolic function as a clear mark of ‘authenticity’ †and are inextricably tied to a community’s sense of identity. Still, no other language in recorded history has ever been spoken as widely as English. Many of the languages existing in the world have lost the vocabulary to describe certain realities and the non-adaptation of new or technical English terminology to other languages can mean the disappearance of many scholarly traditions belonging to these cultures. As Crystal (1997: 139) underlines, there has never been a language so widely spread or spoken by so many people as English. There are therefore no precedents to help us see what happens to a language when it achieves genuine world status. The way the global use of English will influence the world is not an answer to be found easily, but being aware of its importance will help us maximize the benefits and minimize its costs. Graddol (1997: 3) describes two competing trends which will give rise to a less predictable context within which the English language will be learned and used: on the one hand, the use of English as a global lingua franca requires intelligibility and the setting and maintenance of standards; on the other hand, the increasing adoption of English as a second language, where it takes on local forms, is leading to fragmentation and diversity. Therefore, there is no way of precisely predicting the future of English since its spread and continued vitality is driven by s uch contradictory forces. The future of English is likely to be a complex and plural one. The language will probably grow in usage and variety, yet simultaneously diminish in relative global importance. We may find the hegemony of English replaced by an oligarchy of languages, including Spanish and Chinese. In economic terms, the size of the global market for the English language may increase in absolute terms, but its market share will probably fall. Fishman (1999: 39) tries to look ahead into the future making guesses about the future of the global language of the contemporary world. In his opinion,  English may well gravitate increasingly toward the higher social classes, while the members of the lower classes will turn towards regional languages accepting more modest gains. He fears that most non-native English speakers may come to like and accept the language far less in the twenty-first century than most native speakers are ready to anticipate. The premises are already obvious: the Germans are alarmed by the fact that their researchers are using overwhelmingly English in order to publish the results of their studies. Also, France seems to remain highly resistant to English in mass media, diplomacy, and technology. Much as English may be learned today, it could become even more widely disliked. Resentment of both the predominance of English and its tendency to spread along class layers could in the future prove a key factor against its further globalization. After the regional rivals of English experience their own growth, there is no reason to assume that the language will still be necessary for technology, higher education, and social mobility. Fishman rightfully comments that civilization will not sink into the sea if and when that happens. When French language experienced a decline from its peak of influence this did not mean an irreparable harm on art, music, or diplomacy. Similarly, the decline of German did not harm the exact sciences. The scholar brings into discussion the examples of ancient Greek, Aramaic, Latin, and Sanskrit which were once world languages representing military might, sophistication, commerce, and spirituality and which are mere relics in the modern world. Likewise, the power of English will not outlive for long the technical, commercial, and military supremacy of the Anglo-American giant, when a stronger power appears to challenge it. Fishman concludes that the fact that the use of English around the world might decline does not necessarily determine the values associated today with its spread to decline at the same time. Ultimately, democracy, international trade, and economic development can flourish in any tongue. Bibliography: Berger, P., 2000, Four Faces of Global Culture, in O’Meara, P., Mehlinger, H., Krain, M. (eds.) Globalization and the Challenges of the New Century: A Reader, Indiana University Press, Bloomington Berger, P., Huntington, S. 2002, Many Globalizations: Cultural Diversity in the Contemporary World, Oxford University Press, New York Coleman, J. A. 2006, English-medium  teaching in European Higher Education. Language Teaching, 39(1), pp. 1–14. Available at http://dx.doi.org/doi:10.1017/S026144480600320X Crystal, D. 1997. English as A Global Language. Cambridge University Press, Cambridge Fishman, J. A. 1999. The New Linguistic Order. Foreign Policy, 113 : 26–40 Graddol, D. 1997. The Future of English? The British Council. Retrieved at http://www.britishcouncil.org/de/learning-elt-future.pdf Gray, J, 2002, The Global Coursebook in English Language Teaching, in Block D, Cameron, D (eds.) Globalisation and Language Teaching, Routledge, London Johnson, A. 2009, The Rise of English: The Language of Globalization in China and the European Union. in Macalester International: Vol. 22, Article 12. Available at: http://digitalcommons.macalester.edu/macintl/vol22/iss1/12 Phillipson, R. 1996. English Only Worldwide, or Language Ecology. TESOL Quarterly 30: 429–452.

Examine The Way Shakespeare Presents The Power And Control Capulet Exerts Within The Play

Shakespeare clearly demonstrates that Lord Capulet is a very protective father. This is because in Act 1 scene 2 Capulet says â€Å" hopeful lady of my earth† In this quote Shakespeare shows that Capulet is a loving and protective father because children died easily and the words ‘hopeful lady’ means that Juliet was his only hope , Juliet was very precious for him because she was his only child. Also in that quote Shakespeare used flattering language.Lord Capulet was a responsible and protective father which the audience in those times found as a typical father, however throughout the play Capulet gives Juliet freedom to choose who she wants to marry which wasn’t considered as normal in those days. â€Å"My child is yet a stranger in the world† This could suggest that he does not feel ready about Juliet being married. The word ‘stranger’ shows that she’s naive and inexperienced. And that she hasn’t been long enough in the à ¢â‚¬Ëœworld’. Shakespeare shows that Lord Capulet has the ultimate power and control in his household.His power and control is shown trough his relationship between his wife, daughter and others members of his family. In act 1 scene 5 Capulet is presented as a kind and friendly man by starting his sentence â€Å" Welcome , gentlemans† But as he goes along Shakespeare shows that he can be manipulative not only over his family. â€Å"Ladies that have their toes unplagu’d with corns will walk a bout you. † This quote maybe is suggesting that he’s manipulating woman. Also throughout the scene he says â€Å"Am I the master here, or you? Go to.†The language used here is dominant. Shakespeare uses rhetorical question to show that Lord Capulet has control to tell people what to do and authority over his family, also he’s foreshadowing the disasters that are soon to come. He uses imperative words. Paris asked Capulet to marry Juliet, not Julie t herself which was found normal for the audience, however it gives a small bit of evidence to support that he, being Juliet’s father had power over Juliet’s own decisions. Juliet changes more than any other character throughout the play.In act 1 scene 3 Juliet says â€Å"But no more deep will I endart mine eyes Than your consent gives strength to make it fly† Juliet is being obedient by saying that she’ll do what her parents tell her to do. The word ‘consent’ suggests that she need her parent’s permission to do what she wants. But when she meets Romeo, she become more confident regarding the path of her life. Act 3 scene 5, Capulet tells her that she is to marry Paris, but instead of doing what he said she goes against her father’s will, â€Å"I will not marry yet.And when I do, I swear it shall be Romeo† This shows Juliet transformation throughout the play, she changes from an innocent obedient girl into a brave confide nt girl, this is because she confesses her love for Romeo to her parents. Lord Capulet expected Juliet to be happy with the match with Paris because Juliet obeys him, and in those days fathers picked their daughter’s husband and they couldn’t disagree with it; they should be happy and thankful. Also Paris was rich, he was related to the Prince and good looking.â€Å"Not proud you have, but thankful that you have† In this quote Shakespeare uses flattering language. As the play goes on Juliet makes a number of important decisions, she falls in love with the enemy of her family, gets married, would be an embarrassment to her family, and finally kills herself, this wasn’t expected from a girl in those times, the audience might have been shocked with her acts in the play because the society expected daughter to obey their parents. Destiny is the most powerful theme of the play. This is because destiny controls the end result in Romeo and Juliet’s ill-fa ted union.This is evidence from the line â€Å"A pair of star-cross’d lovers take their life† Shakespeare mentioned that Romeo and Juliet were ‘star-cross’d they’re destiny to die. He foreshadows Juliet and Romeo’s death. The prologue points out that Romeo and Juliet have fate against them. Is says that their love is â€Å"death-marked† and they have no control over what happens. Juliet tells Romeo of her vision of him dead at the bottom of a tomb. This is foreshadowing to the already destined event these two lovers will soon face. Before Romeo enters the house of the Capulets, he speaks about an unknown danger â€Å"hanging in the stars†.The word ‘star’ might suggest that events expected to occur being written in the ‘stars’, and explains how life is predetermined by fate. He says that he defies fate, by saying that he defies what is written in the stars. In act 5 scene 3 Romeo says â€Å"Shall I beli eve That unsubstantial Death is amorous,† Shakespeare used Oxymoron by saying ‘Death is amorous’ to create an dramatic effect. Romeo refuses to accept that Juliet is dead. What Romeo does not realize is that he has no control over is destiny. No matter how angry or motivated he is to change what is written in the stars, he cannot. It is already predetermined.Overall I feel that power and control of Capulet was critical in the development of the play because he certified to carry the feud between the Capulets and Montagues. However I think fate was the most important theme because it controls the end result in Romeo and Juliet’s ill-fated union, and no one can change destiny. From the beginning of the play Shakespeare uses foreshadowing to emphasise how important fate is. If it wasn’t for destiny Romeo and Juliet wouldn’t have met, married and therefore wouldn’t have settled the dispute between the Capulets and Montagues. Examine the way Browning reveals power and control In My last DuchessMy last Duchess is about the imbalance of power and control between man and women. On the surface the poem is about a dominant possessive duke who killed her wife because she was too easily admired by others and blushed The Duke holds a sort of ownership over his wife. â€Å"My last Duchess† The title itself revels that the speaker, the Duke, is very possessive. The word ‘my’ suggests that the Duke is very dominant and controlling. Browning used the voice of a possessive narrator, this might be because to show how completely he ruled over her. The quote â€Å"The curtain drawn for you, but I â€Å"shows that he’s possessive and powerful.The pronoun ‘I’ suggests self-importance. Nobody is allowed to touch the curtain but him. Furthermore, the Duke is presented as a controlling person; the evidence for this is â€Å"since none puts by’ The Duchess could be covered up giving him comp lete control thru the opening and closing of the curtain. Now he controls who sees the picture, but he cannot control time and mortality. The narrator is presented as a commanding, powerful and jealous. At the beginner of the poem the narrator, the duke, is giving the ambassador of his second wife a tour of his artworks in his house. We can see this in the quote â€Å"Will’t please you sit and look at her?†Really a command rather than a question. Throughout the poem the narrator uses the pronoun ‘My’ to show how dominant and possessive the Duke is. â€Å"My gift† This quote he used an arrogant tone, and the word ‘my’ again shows ownership. Moreover on the poem we can he is cold and powerful, the evidence for this is â€Å"I gave commands; Then all smiles stopped together. † This quote might be telling us that the Duke is vague, and that he ‘gave commands’ or orders to kill the Duchess. And foreshadows the Duchess dea th. He’s jealous that he can’t even bring himself to talk to her about her behaviour – murder is the only solution he can come up with.His jealousy isn’t just about romantic attention; it’s about any kind of attention. We know he is self-obsessed because of his repeated use of ‘I’. The narrator presents the Duchess as a happy, cheerful and flirtatious. which has displeased him. As the ambassador looks at the portrait of his late duchess he says â€Å"Of joy into the Duchess’ cheek† The Duchess blushed easily. We could see this furthermore on the verses 23-24: â€Å"she liked whate’er She looked on†. He’s jealous of the attention his wife shows to other, he’s jealous of every smile and every blush that she gives.He claims she flirted with everyone and did not appreciate his â€Å"gift of nine-hundred-years- old name. † He describes her cheek as having a â€Å"spot/ Of joy† in it, p erhaps a slight blush of pleasure ‘joy’. On the verse 14 he says â€Å"her husband’s presence only,† This suggests that it wasn’t just â€Å"her husband’s presence† that made her smiled and blush in this way, although the Duke seems to believe that it should have been the only thing that would. From the beginner of the poem we might conclude that his wife was no longer alive. The evidence for this is â€Å"as if she were alive.†We immediately begin to suspect that the duchess is no longer alive, but left enough uncertainly to capture our attention as readers. â€Å"That’s my last Duchess painted on the wall† In these lines, we are given our first hint that the duchess wasn’t that important to the duke, suggesting that his late wife was nothing more than her external appearance. The word â€Å"last† is the evidence that she was dead. As his monologue continues, the reader realizes that the Duke in fact caused the Duchess’s early end, when her behaviour escalated, he â€Å"gave commands;† In the verses 46-47 he says â€Å"There she stands As if alive.†This is another evidence that the Duchess is no longer alive, Browning uses juxtaposition to create an effect on the reader. We might conclude that he had his wife killed because the final image of the expensive bronze statue , a metaphor â€Å"Taming a sea-horse , thought a rarity,† The Duchess is being tamed by someone powerful , the Duke , which killed her because of jealousy, and to show that he had power and control to do anything that pleased him. We never got to hear her point of view. Did she really disrespect his â€Å"nine-hundred-years-old name† as he claimed she did?What is your response to the pieces of literature you have read? Make links between the ways the writers have considered and presented the theme. You will be hearing from us shortly , The conscript , Hawk roosting and My last duchess are all poems about power and control which we can link with the play Romeo and Juliet. Romeo and Juliet is a play about love, conflict, power and control. At the start of the play there’s a fight between the Montagues and the Capulets, which later in the play results Romeo and Juliet’s early death.Whereas ‘My last Duchess’ is about jealousy, selfishness, power and control, which also ends with death. In ‘Romeo and Juliet’ power is presented in fate, love and parental control. As ‘My last Duchess’ power is presented between man and women. Both of the poem and play uses commanding language and an imperative. In ‘Romeo and Juliet’ power and control can have an effect in individuals, similar to the Duchess. Both of the play and poem we can see that power and control corrupts the end result of the main characters.This has an impact on the reader because we can realise that power and control has a devastating cons equence. Lord Capulet and the Duke have a lot of similarities. Both of them has power and control, but it is viewed in a different perspective. Capulet wanted the best for his daughter that’s why he used his power and accidentally caused her death. As in ‘My last Duchess’ the duke wanted to kill his wife because of jealousy and to show that he’s won’t let anyone disrespect him or unpleased him , and that the only way to show his power was to kill her.Shakespeare also presents the theme of power and control between Lord Capulet and members of his family. Act 1 scene 5 Shakespeare presents Capulet’s power within his relationship between Tybalt, he says â€Å"Am I the master here, or you? † Shakespeare might have used rhetorical question to show his power and commanding word. He uses the pronoun ‘I’ to show that he’s the one who controls what happens. Browning also uses the pronoun ‘I’ frequently, this mig ht be because to show how self-obsessed, selfish, powerful and narcissistic he is. â€Å"Will’t please you sit and look at her?†This is really a commanding rather than a question which we can link with Lord Capulet being powerful and using rhetorical question. Romeo and Juliet and ‘Hawk roosting’ both seem to be about power and control. ‘Hawk roosting’ is about a dominant hawk that feels superior. The poem shows the world as seen from a hawk’s point of view. The hawk seems very determined and powerful, the evidence for this is â€Å"I sit in the top of the wood† This can be taken two ways , literally he is positioned at the top of the wood, but also metaphorically he is at the top of the tree- at the top of the food chain.Shakespeare also presents the theme of power and control , but the difference is that he presents power and determination within Capulet. â€Å"Am I the master here, or you? † The language used here is do minant, also Shakespeare uses a rhetorical question to shows that Lord Capulet has power and authority to tell people what to do, similar to hawk roosting â€Å"I am going to keep things like this† here Browning shows that the Hawk is powerful and determinate, and that no one can challenge him and he has power to do anything without needing permission from anyone.Both of the poem and play use the pronoun ‘I’ repeatedly which suggests self-importance and power. The techniques used in these quotes are dominant language, rhetorical questions and an imperative. The impact on the reader is that both the play and the poem show how people use their power to control. Friar Lawrence and the doctors in the poem ‘The conscript’ have some similarities. Shakespeare presents the power of religion within Friar Lawrence. Whereas in ‘the conscript’ power is shown by the doctors secularly.At the very beginning of the poem, the reader can realise that is a bout unsympathetic doctors. â€Å"Indifferent, flippant, earnest, but all bored† Here the poet is describing the doctors, from the word ‘bored’ we can deduce that the doctors are not doing their job properly. Friar Lawrence uses his religious power to make serious decisions such as suggesting the idea that Juliet could fake her death to be unrestricted and be with Romeo afterwards. ‘The Conscript’ uses the image of Jesus â€Å"With arms outstretched and drooping thorn-crowned head†

The Great Gatsby and Wealth Essay Example

The Great Gatsby and Wealth Essay Example The Great Gatsby and Wealth Paper The Great Gatsby and Wealth Paper He is also a main character and he perceives money as a status and uses his wealth to buy friends. Daisys husband, Tom, takes his wealth for granted because he was born with it and didnt ever have to earn any of it. Another point of view on wealth comes from Nick. He said, Whenever you feel like criticizing anyone, Just remember that all the people in this world havent had the advantages that youve had. (Page 1) Nick Just makes the amount of money he needs. He is not a greedy man. Nicks viewpoint is very similar to mine. I believe that its not about the amount of money one has, but the feeling of wealth. If one has enough money and is comfortable with it; they should be pleased. To sum it up, people should look beyond wealth and be happy with what they have. Initially, the view the world has on wealth and the pursuit of money has changed since the sasss, the setting for The Great Gatsby. All Daisy, Gatsby and Tom cared about was being wealthy. Today, wealth is a part of society, but thats not what its all about. In The Great Gatsby if people were full of wealth they would show it off by having big houses and luxurious things. Now, people dont always have huge houses but still have a great form of wealth. We need to distinguish wealth from income, not everyones wealth is earned. Many times money is inherited from family members. Furthermore, the top dogs in wealth will keep rising and receive more wealth. The study found that the share of wealth held by the top 10% of households grew from 1989-2010. This proves that once one is at the top of the wealth chain, and continues on in what one is doing with no problems, theyll stay up there and collect more money. Of course not everyone can be wealthy. There is a fair share of homeless citizens also. One out of 50 or about 1. 5 million American children are homeless each year. It is melancholy that some folks have so much money they dont even know what to do with it and there are some that can hardly afford to live. In The Great Gatsby, Daisy, Gatsby and Tom didnt really care about anyone else but themselves and the people they were trying to impress. Today, people are not as prejudice, they are willing to help others who arent as fortunate out. One does not have to be full of money to have a successful life; Gatsby seemed to of thought that because he used his wealth to awe Daisy. Luxury does not mean everything now in What is wealth? It is the abundance of valuable resources or material sessions. Wealth should not be a factor on any decision made on a person. Frequently people are rated, rich or poor. Personally, I do not think that is right. Often people are not wealthy because they earned it, but because they inherited some wealth or married a rich person. There are many people out there who will marry one simply for their money. Wealth should not be used as a status but as a feeling of happiness. One should never look down upon someone Just because they are not what is considered to be wealthy. Wealth cannot tell you what the persons personality is like or what kind of person they are.

10 Top Paying Part Time Jobs In Respective Fields -TheJobNetwork

10 Top Paying Part Time Jobs In Respective Fields -TheJobNetwork Think part-time jobs are all for waitresses and bartenders and the nice people who fold your clothes in retail stores? Think again. Some are highly specialized and very well-respected in their respective fields. Here are 10  top paying part time jobs  that don’t require full-time hours. TranslatorA qualified translator can make about $50 per hour. All you need is a fluency with a particular language and a good grip on grammar, style, and syntax. If you prefer the security of working through a third-party staffing service, you’ll probably make less, maybe $20 an hour, but can easily work on your own time.Personal TrainerThis is another example of a job with $50 an hour potential. If you’re into fitness and have some skills and knowledge to offer those who aren’t, consider taking on a few clients. You can specialize in particular sports, Pilates, yoga, skiing, boxing, or just general fitness.ShrinkOkay so you need at least a master’s degree, but y ou can really tailor your schedule and your life however you see fit. Work with children, couples, or twentysomethings. Be a life coach or a therapist or a social worker. And rake in anywhere from $45 to $150 an hour.Nonprofit ExecutiveYou have to know something about nonprofits, plus whatever cause you’re working for. But these jobs are typically not full-time and, for a talented candidate with experience, can earn up to $50 an hour.Freelance WriterEspecially if you cover any particularly specific market- tech or niche subjects- you might just be able to eke out a career. The average hourly rate for freelance gigs is $33 an hour, but can go as high as $75.Occupational TherapistFor between $30 and $50 an hour, you can help get someone back on their feet after surgery or injury- in either a hospital or private setting- for however many hours each week you like.Adjunct ProfessorEven without making the trek to a campus to teach a course or two per semester, you can make up to $7 0 per hour. This is particularly appealing now that there is such an increase in online course availability- and demand for instructors.Speech PathologistTop people in this field make as much as $60 per hour helping people with vocal disorders, and setting their own schedules.MasseurWork in any setting you prefer- whether at a fancy spa or making house calls with your portable table. Make your own hours (and aromatherapy blends), and rake in up to $60 an hour.Software DeveloperFor $30 to $60 per hour, you can develop applications, engineer software, etc. And you can work in your pajamas.  These  top paying part time jobs are only a few there are many more out there. Good luck!

Critical Review and Future Action Plan Essay Example | Topics and Well Written Essays - 2250 words

Critical Review and Future Action Plan - Essay Example Altogether it has 37 retail outlets in UK and online cross channel offering. The company has an annual turnover of $5.2 billion. Critics have given the credit of John Lewis persistent success to its distinctive business model and integrated multimedia retailing which has also enabled the organization to recognize its employees as the company partners. Currently John Lewis is successfully catering to the needs of its customers through its various retail outlets, inexorable pledge and focus on excellence. Ultimately the company has acquired a distinctive position in retail marketing through innovative ideas of reaching to their customers which ultimately leads to increased sales and augmented brand equity (Cisco, 2012). John Lewis welcomes all its customers and makes sure that everyone has an easy access to their products and services and all the customers are catered with equivalent level of services. Their multichannel retailing strategy includes shops, call centers, online shopping, mobile app and home delivery which indicate that their customers have an easy access to their goods and services.In addition to this John Lewis is offering multimedia and multi-platform purchasing experience which is quite evident from the fact that internet facility for customers is available in two-third of all its retail stores (John Lewis, 2013). Challenges of Multimedia Retailing At present the multimedia retailing is facing significant challenges in the corporate world related to brand management on micro and macro level. If we analyze it from a micro perspective then marketers are required to manage all the individual channels and the communication options to enhance their brand equity effect in addition to increasing sales.While on the other hand they also have to maintain indirect brand equity effects which are particularly connected with a specific channel or a communication option. At the macro level marketers are required to formulate and execute communication options a nd multimedia channels in a way that they enables synergy between sales and brand equity (Kevin Lane Keller, 2010). The brand as a whole comprises of four components with respect to multimedia retailing: Direct and interactive channels including mail, telephone, mobile, online shopping and company stores. Indirect channels including discount stores, departmental stores, superstores, catalogue showrooms, specialty stores, super markets and convenience stores. Personal communications include personal selling, word of mouth, direct marketing and interactive marketing. Mass communication includes advertising, sales promotions, public relations, events and experiences. At John Lewis marketers are required to develop clear understanding of all the retail channels and their integration in association with consumer behavior. In addition to this their job is to identify the related multimedia retailing components and to subsequently apply them so as to increase sales and brand equity (Kevin Lane Keller, 2010). It is a fact that in the past few years the concept of multimedia retailing has occupied strength and it is growing with an enormous speed while bringing scope, diversification and sophistication to the overall retail environment. However, research indicates that the consumer behavior regarding multimedia retailing is rather inadequate. The initial challenges faced by a marketer operating in such a retail environment are to