Battle of the Coral Sea in World War II

The Battle of the Coral Sea was fought May 4-8, 1942, during World War II (1939-1945) as the Allies sought to halt the Japanese capture of New Guinea. During the opening months of World War in the Pacific, the Japanese won a string of stunning victories which saw them capture Singapore, defeat an Allied fleet in the Java Sea, and force American and Filipino troops on the Bataan Peninsula to surrender. Pushing south through the Dutch East Indies, the Imperial Japanese Naval General Staff had initially desired to mount an invasion of northern Australia to prevent that country from being used as base. This plan was vetoed by the Imperial Japanese Army which lacked the manpower and shipping capability to sustain such an operation. To secure the Japanese southern flank, Vice Admiral Shigeyoshi Inoue, commander of the Fourth Fleet, advocated for taking all of New Guinea and occupying the Solomon Islands. This would eliminate the last Allied base between Japan and Australia as well as would provide a security perimeter around Japans recent conquests in the Dutch East Indies. This plan was approved as it would also bring northern Australia within range of Japanese bombers and would offer jumping off points for operations against Fiji, Samoa, and New Caledonia. The fall of these islands would effectively sever Australias lines of communication with the United States. Japanese Plans Dubbed Operation Mo, the Japanese plan called for three Japanese fleets sortie from Rabaul in April 1942. The first, led by Rear Admiral Kiyohide Shima, was tasked with taking Tulagi in the Solomons and establishing a seaplane base on the island. The next, commanded by Rear Admiral Koso Abe, consisted of the invasion force that would strike the main Allied base on New Guinea, Port Moresby. These invasion forces were screened by Vice Admiral Takeo Takagis covering force centered around the carriers Shokaku and Zuikaku and the light carrier Shoho. Arriving at Tulagi on May 3, Japanese forces quickly occupied the island and set up a seaplane base. Allied Response Throughout the spring of 1942, the Allies remained informed about Operation Mo and Japanese intentions through radio intercepts. This largely occurred as a result of American cryptographers breaking the Japanese JN-25B code. Analysis of the Japanese messages led the Allied leadership to conclude that a major Japanese offensive would occur in the Southwest Pacific during the early weeks of May and that Port Moresby was the likely target. Responding to this threat, Admiral Chester Nimitz, Commander-in-Chief of the US Pacific Fleet, ordered all four of his carrier groups to the area. These included Task Forces 17 and 11, centered on the carriers USS Yorktown  (CV-5)  and USS Lexington  (CV-2) respectively, which were already in the South Pacific. Vice Admiral William F. Halseys Task Force 16, with the carriers USS Enterprise (CV-6) and USS Hornet (CV-8), which had just returned to Pearl Harbor from the Doolittle Raid, was also ordered south but would not arrive in time for the battle. Fleets Commanders Allies Rear Admiral Frank J. Fletcher2 carriers, 9 cruisers, 13 destroyers Japanese Vice Admiral Takeo TakagiVice Admiral Shigeyoshi Inoue2 carriers, 1 light carrier, 9 cruisers, 15 destroyers Fighting Begins Led by Rear Admiral Frank J. Fletcher, Yorktown and TF17 raced to the area and launched three strikes against Tulagi on May 4, 1942. Hitting the island hard, they badly damaged the seaplane base and eliminated its reconnaissance capabilities for the coming battle. In addition, Yorktowns aircraft sank a destroyer and five merchant ships. Steaming south, Yorktown joined Lexington later that day. Two days later, land-based B-17s from Australia spotted and attacked the Port Moresby invasion fleet. Bombing from high-altitude, they failed to score any hits. Throughout the day both carrier groups searched for each other with no luck as cloudy skies limited visibility. With night setting in, Fletcher made the difficult decision to detach his main surface force of three cruisers and their escorts. Designated Task Force 44, under the command of Rear Admiral John Crace, Fletcher ordered them to block the probable course of the Port Moresby invasion fleet. Sailing without air cover, Craces ships would be vulnerable to Japanese air strikes. The next day, both carrier groups resumed their searches. Scratch One Flattop While neither found the others main body, they did locate secondary units. This saw Japanese aircraft attack  and sink the destroyer USS Sims as well as cripple the oiler USS Neosho. American aircraft were luckier as they located Shoho.   Caught with most of its aircraft group below decks, the carrier was lightly defended against the combined air groups of the two American carriers. Led by Commander William B. Ault,  Lexingtons aircraft opened the attack shortly after 11:00 AM and scored hits with two bombs and five torpedoes. Burning and nearly stationary,  Shoho  was finished off by  Yorktowns aircraft. The sinking of Shoho led Lieutenant Commander Robert E. Dixon of Lexington  to radio the famous phrase  scratch one flattop.   On May 8, scout planes from each fleet found the enemy around 8:20 AM. As a result, strikes were launched by both sides between 9:15 AM and 9:25 AM. Arriving over Takagis force,  Yorktowns aircraft, led by Lieutenant Commander William O. Burch,  began attacking Shokaku  at 10:57 AM. Hidden in a nearby squall,  Zuikaku  escaped their attention. Hitting Shokaku  with two 1,000 lb. bombs, Burchs men caused severe damage before departing. Reaching the area at 11:30 AM,  Lexingtons planes landed another bomb hit on the crippled carrier. Unable to conduct combat operations, Captain  Takatsugu Jojima  received permission to withdraw his ship from the area.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The Japanese Strike Back While the US pilots were having success, Japanese aircraft were approaching the American carriers.   These were detected by  Lexingtons CXAM-1 radar and F4F Wildcat fighters were directed to intercept.   While some of the enemy aircraft were downed, several commenced runs  on  Yorktown  and  Lexington shortly after 11:00 AM.   Japanese torpedo attacks on the former failed, while the latter sustained two hits by Type 91 torpedoes.   These assaults were followed by dive bombing attacks which scored a hit on  Yorktown  and two on  Lexington.  Damage crews raced to save Lexington and succeeded in restoring the the carrier to operational condition.    As these efforts were concluding, sparks from an electric motor ignited a fire which led to a series of fuel-related explosions. In a short time, the resulting fires became uncontrollable. With the crew unable to extinguish the flames, Captain Frederick C. Sherman ordered Lexington  abandoned. After the crew was evacuated, the destroyer USS  Phelps  fired five torpedoes into the burning carrier to prevent its capture. Blocked in their advance and with Craces force in place, the overall Japanese commander, Vice Admiral Shigeyoshi Inoue, ordered the invasion force to return to port. Aftermath A strategic victory, the Battle of the Coral Sea cost Fletcher the carrier Lexington, as well as the destroyer Sims and the oiler Neosho. Total killed for the Allied forces was 543. For the Japanese, the battle losses included Shoho, one destroyer, and 1,074 killed. In addition, Shokaku was badly damaged and Zuikakus air group greatly reduced. As a result, both would miss the Battle of Midway in early June. While Yorktown was damaged, it was quickly repaired at Pearl Harbor and raced back to sea to aid defeating the Japanese.

Ecological Models And Health Behavior Change Essay

Ecological Models And Health Behavior Change On individual level changes in health promotion and ecological approaches target and influence multiple health behaviors. This is because the individuals living in the environment are embedded in temporary change of behaviors. Therefore it is very important to consider ecological approaches, changing health behaviors and environmental factors while designing operational and supportable health promotion plans. Healthcare promotion is primarily based upon the public health and under this the world has changed very rapidly. Prevention against the diseases is the main health care issues and many professionals have derived many possible solutions to it. Application of ecological approaches in†¦show more content†¦These interventions are provided by health care professionals at individual level and it is not considered safe for everyone. The medical treatments provided to control obesity may benefit an individual but the entire population may not respond well to the changing behaviors unless the root causes are not identified. That is why the obesity epidemic will continue and the people will not stop eating more than they require. The lacking is due to the contributing environmental factors like more fast food consumption, more sedentary lifestyle, less involvement in outdoor games and less use of recreational parks and walkways. The difference in the ecological approach as compared t o the medical approach is it does not blame the person and addresses the complexity of the changing health behaviors (Hovell, Wahlgren Adams, 2009). The social etiology of the disease depends on the underlying causes of the disease which is directly related to the risk factors adopted by the people for unhealthy behaviors. These causes and factors lie in the sociocultural environment. 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Philippines and International Division Free Essays

Building an organization In 1933, TTC selected Tony Kitchner to start international operations. He asked for the resources and autonomy to create an International Division. 1. We will write a custom essay sample on Philippines and International Division or any similar topic only for you Order Now The new division needed to be separate from Jollibee’s Philippine side, with a different identity and capabilities. 2. He agreed with TTC that attracting partners with good connections in their markets should be a priority. 3. To project an image of a world-class company and make it to look and act like a multinational, not like a local chain. 4. Kitchner began recruiting experienced internationalists from inside and outside Jollibee. Adding external professionals for marketing, finance, quality control, and product development helped keep innovative ideas churning. Strategic Thrust Tony Kitchner has a definite objective that increase the pace of international expansion with the objective of making Jollibee one of the world’s top ten fast food brands by 2000. Two main themes formulated: 1. Targeting expats: the hundreds of thousands of expatriate Filipinos working in the Middle East, Hong Kong, Guam, and other Asian territories as a latent market for Jollibee and as a good initial base to support entry. But after opening stores, he found that this market was limited. 2. Planting the flag: the expectation was that by expanding the number of stores, the franchise could build brand awareness which in turn would positively impact sales. The problem is only after achieving a certain level of sales could most franchisees afford the advertising and promotion. The other challenge was that rapid expansion led to resource constraints. I think he entered new markets without proper market. Operational management Market entry: Kitvhner handed responsibility for the opening to one of the division’s Franchise Services Managers(FSM). One responsibility in which a franchisee was deeply involved was the key first store. A design manager in the International Division provided support. Oversight and continuing support As operations stabilized and the store manager started to see patterns in sales and operational needs, FSMs allowed stores to report the same data weekly and provide a monthly summary. If FSM saw a decline in sales and managers could not come up with solutions themselves, FSM should coach them to help them generate answers. This open partnership fit with TTC’s view of franchise relations. But his strategy was not focused. CONTROL is an extremely important issue for success and TK’s division was out of control. International vs. domestic practice After numerous market entry battles, a number of elements of Jollibee’s Philippine business model needed to be modified overseas. They decided that they needed to reposition ourselves to target a more up-market clientele. In particular, they disliked the Philippine store design. So Kitchner developed three new store decors, in changed the red background to orange, and added the slogan. Kitchner and his staff made numerous other changes to Jollibee’s Philippine business operating model. Customizing for local tastes Such changes provoked grumbling from many in the large domestic business, and nothing triggered more controversy than the experiment with menu items. Managers in the international division believed that menus should be adjusted to local preferences. Since other menu items were seldom removed, these additions generally increased the size of menus abroad. It always came at the cost of some operating efficiency and operating control. So RD staff on the Philippine side objected strenuously. Overall, the international division’s modification of menus and products caused considerable tension with the Philippine side of Jollibee. I think Kichner overemphasized the differences in the overseas markets. He would have been wise to incorporate the Jollibee company philosophy into his division to foster the camaraderie that was sorely lacking. The division that arose between the domestic and the international side demonstrate a lack of communication. And launching the International Division should at a more sedate pace. How to cite Philippines and International Division, Papers

Untitled Essay Research Paper By Renee Frailey free essay sample

Untitled Essay, Research Paper By: Renee Frailey Charles Dickens promotes gallantry and evil Acts of the Apostless in A Narrative of Two Cities like the revolutionaries promoted retribution in France. Devils wrote of many actions to take, but the chief performences displayed are easy recognized in the novel. In this narrative, good and evil semen face to face many times, and they counter-attack each other in really simple ways. The first act of gallantry to be discussed is the fact that Charles Darnay, an expatriate from France, chose to return to Paris to alleviate a friend from gaol. Darnay thought this action over, and reluctantly decided to confront his frights of the people in France. He did non hold to reply his friend # 8217 ; s supplication, but he did because Dickens chose this character to be one of the perfect characters that is disused in society today. Darnay is unusual because he knew he would become in danger by traveling to Paris, but as Dickens said in the 2nd book, # 8220 ; He sat up late, and wrote two ardent letters ; one was to Lucie, explicating the strong duty he was under to travel to Paris, and demoing her, at length, the grounds that he had, for experiencing confident that he could go involved in no personal danger at that place, # 8221 ; ( p. We will write a custom essay sample on Untitled Essay Research Paper By Renee Frailey or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page 241 ) he went anyhow # 8211 ; clearly non for himself. Another act that Dickens showed in this novel was the occurence of Miss Pross and Madame Defarge coming face to face. This is the most apparent scene of good and evil colliding. # 8220 ; # 8216 ; I know that your purposes are evil, # 8217 ; said Miss Pross, # 8216 ; and you may depend upon it, I # 8217 ; ll keep my ain against them. # 8217 ; # 8221 ; ( P. 358 ) This statement clearly showed that Miss Pross # 8217 ; s purposes were good, and they were merely to salvage Lucie # 8217 ; s life. Although Madame Defarge died by the battle, this incident was strictly out of love and devotedness to person beloved to Miss Pross. The most epic act in the novel made its show near the last of the book. The event of Sydney Carton replacing Charles Darnay with himself to be beheaded was by far the stupidest thing a individual could hold done, but it was besides the most audacious Acts of the Apostless of any character in A Tale of Two Cities. # 8220 ; # 8216 ; Of all the people upon Earth, you least expected to see me? # 8217 ; # 8221 ; was Carton # 8217 ; s declaration to Darnay when he foremost showed his face to him in the prison cell. Of class because Darnay did non believe he was sympathetic by Carton, he was obviously surprised to see that Carton would come to his deliverance. Sydney did non hold to make what he did to salvage Darnay # 8217 ; s life, but he did merely because he loved a adult female Darnay had in his appreciation. He knew she would neer be with him, so he gave her the life of Darnay to do her happy. Anyone that would give his ain life for the love of person unachievable is a hero in any book. The first evil action to be discussed is the incident when the Marquis St. Evr # 233 ; monde # 8217 ; s passenger car rolled over and killed a little kid. The Marquis seemed to hold no compassion at all. # 8220 ; Monsieur the Marquis ran his eyes over them all, as if they had been mere rats come out of their holes. # 8221 ; ( p.116 ) To many this action would hold been considered evil because a normal individual would hold at least cried some cryings of commiseration toward the decease of the kid. The following evilness to convey up is Darnay # 8217 ; s gaining control in France. The citizens that arrested Charles Darnay did non cognize him at all. They knew of his ascendants # 8217 ; pasts merely. They chose to take retaliation upon him because of the actions of his ascendants. Darnay was merely arrested because he was an blue blood and an emigre. # 8220 ; # 8230 ; ostracizing all emigres, and reprobating all to decease who return # 8230 ; # 8221 ; ( p. 248 ) Most likely the most immorality of the evil conveyed in A Tale of Two Cities was the patient retaliation brewing inside of Madame Defarge. One is reminded of an evil enchantress by the actions and words that Madame Defarge displayed. # 8220 ; # 8216 ; Vengeance and requital necessitate a long clip ; it is a rule. # 8217 ; # 8221 ; ( p. 179 ) This statement made by Madame Defarge clearly shows that her purposes all along were evil, and her character was made to be one like a serpent: patient, waiting to strike. She caused hurting throughout so many of her victums # 8217 ; lives by selfishly seeking retaliation upon the blue bloods that caused the decease of her household. Heroism and evilness collide forces to see that the reader will ever be ready for a alteration in this novel # 8217 ; s secret plan. One neer knows what will go on because of its distorted atmosphere and unrealistic hurting a character can bring down. If A Tale of Two Cities had been more realistic, the reader could hold known what the terminal would hold been.

Key Essays - Deer, Mammals Of New Zealand, White-tailed Deer

Key Deer The Key Deer is a small species (in population and in stature) of deer that lives in the Florida Keys. It is in the same family as the Virginia white tailed deer. The Key Deer is about 26 inches tall and weigh an average of about 55 pounds. The males have antlers, and the antlers grow in cycles. They drop their antlers at the beginning of spring, and they grow back by June. The deer feed on indigenous plants including the red mangrove, the black mangrove, and the white mangrove. The Key Deer can drink water with some salt in it, but needs fresh water to survive. Although it seems awkward, the Key Deer is a fairly good swimmer, and at times will swim from key to key. The Key Deer are endangered for two main reasons, the first and most detrimental is the loss of habitat. The Everglades has been cleared away for highways, and other commercial developments, and it has caused a huge drop in the population of Key Deer, among other animals. Another big reason why Key Deer have been disappearing are the highways in southern Florida. You have heard the expression "like a deer in headlights", and it is used because when deer see headlights, it freezes. This, although it makes for a good simile, causes a lot of road kill accidents with Key Deer. The National Key Deer Refuge was opened to breed Key Deer, and since its opening, the population has increased by almost %600!!! Also, Ms. Riskin, please make sure that you do not feed any Key Deer, because it causes them to be comfortable around humans, which sounds nice, but it is part of the reason that they hang around near the highway. So, that just about sums it up; thanks for not feeding Key Deer, and keep your foot on those breaks. Bibliography "Key Deer" February, 2000 http://www.shadow.net/~grgreen/glades/deer.html Kirkpatrick, Charles M. "Deer" The World Book Encyclopedia. Volume D, 1986 R., Austin. "Key Deer" February, 2000 http://www.miamisci.org/ecolinks/everglades/keydeerinfo.html

Comparing Two Film Trailers Essays

Comparing Two Film Trailers Essays Comparing Two Film Trailers Essay Comparing Two Film Trailers Essay Harry Potter and the philosophers stone and Spenserian 2 Film trailers are a synopsis of an up and coming movie, they represent and highlight key parts of a film to grasp the audiences attention and entice them into viewing the movie. They are commonly seen on television during adverts and at any cinema. In order to analyses a film trailer successfully you have to focus on elements such as dramatic effects, suitability, target audience, music and lighting etc I have selected Harry Potter and The Philosophers Stone (American version) and Spenserian 2. Both films are very different and both have various differences and similarities in attracting and grasping the attention of their target audiences. The two trailers are films adapted from previous childrens books. Spenserian 2 is an action packed movie which Is a sequel to Spenserian. A young man called Peter Parker continues to struggle handling his heroic powers/Dulles and maintain a life of normality. Harry Potter is the first in a series of films based on a young boy who begins his journey as a wizard at Hogwashs School of Witchcraft and Wizardry. His Journey soon starts to enfold the challenging issues he is forced to deal with. Both films are different genres and therefore will have different target audiences, after all mystic and magic doesnt mix well with heroic action thriller does it? Text, color, camera, lighting and sound are five main categories I will use to analyses my comparisons. Camera angles work as a central Ingredient to any film; their effects supply the audience with a sense of adventure and emotion. The camera is forever working as a pair of eyes, they guide you on where to look and focus throughout the film. Harry Potters trailer began with a long shot of mystical castle hat the story is based around. As the camera zooms over certain scenes it creates the Illusion of flying, low and subjective shots are also used to put you in the characters position. For example when the cat In Harry Potter turns Into Professor Monoclonal, this transformation takes place through the cats eyes. The pace and tempo in this trailer is very relaxed and has a continuous rhythm which allows the audience to relate with the mystical characteristics In the film. Alternatively Spenserian gs trailer displays different effect through camera angles. The camera whizzes around New York City and in and out scenes from the movie. The pace is quick and sharp to create an Intense and exciting effect on the audience. The camera angles expose the right amount of graphics used In the action scenes to keep the viewers wanting more. The trailer uses a wide variety of shots from indirect to high angle; however the actual trailer opens with a medium shot to show a conversation between two characters. The use of color in both trailers is bold and very much reflective of what each film symbolisms e. G. Magic. In Spenserian 2 there are two main colors, blue and red. These colors are famously associated with Spenserian and are the colors of his super Nero costume. Area Ana Dull are very strong, peep Ana striking colors, teeny grasp the audiences eye. Lighting throughout Spenserian 2 contrasts to match his contrasting lifestyle. When he is Peter it is reasonably light, but when he is Spenserian it is much darker. This reflects the fact his identity is a secret to the rest of the world. On the other hand Harry Potters trailer has very bright colors such as greens and blues to symbolism and create this magical world.

Rhetorical analysis assignment Essay Example | Topics and Well Written Essays - 750 words

Rhetorical analysis assignment - Essay Example For experienced practitioners of trauma care, this serves to refresh their learning while also introducing them to new developments and terminologies. For new students, it presents the direction in which trauma management has been moving over the last few years. Hence, it serves the learning needs of both contingencies and conception of the Transition Series has to be credited for this. It is quite obvious from the title of the article that the predominant audience for it would be EMT personnel. More broadly, it is of interest to all healthcare professionals including physicians, nurses, lab assistants, medical researchers, hospital administrators, etc. The background knowledge expected of the audience is quite minimal. Written in accessible English, the subject matter is easy to understand for even the lay readers. And where esoteric terms do arise, the authors make sure that the meaning is disambiguated. And since no complex scientific theories or complicated logical deductions are presented therein the reasoning ability required of the audience is barely beyond commonsense. The article is very informative. Part 1 of the series, which pertains to Assessment of the Trauma Patient, contains condensed information while also covering all facets of the assessment process. Fitting with the somber nature of the subject, the authors do not add humor or pun in their write-up. Moreover, since there is no need for using a persuasive/argumentative style for this type of content, the authors have shied away from employing it. The article, by virtue of elaborating on the trauma care process and giving reasons for the protocol to be followed by EMTs, belongs to the technical writing/educational instruction genre. Indeed, the final product is an exemplary piece of instructional design. It could also be classified under the ‘reference’ genre, for it neatly and compactly encapsulates mandatory procedures for EMTs to follow. Consistent with the ethos of technical/e ducational writing, the tone is one of objectivity, balance and sobriety. There is little room for expression of impassioned opinions or emotional reactions in the article. As a result the tone comes across as pedantic at places, but it is acceptable. The authors try to avoid esoteric terms and concepts as this could put-off new students to the subject. And where such usage becomes necessary, they provide sufficient contextual information. The employment of charts and tables with suitable relief coloring enhances the reading experience. The insertion of complementing photographs adjacent to the text enhances the reading experience and helps the audience to retain content for longer. The usage of second person narrative at places makes it easy for readers to get into the content. This technique not only directly involves the reader into the narrative, but also ensures that the theatrical and chaotic atmosphere of the emergency care unit is captured. For example, the following passage illustrates the point: â€Å"Your trauma patient is unstable. En route to the hospital, he begins bleeding into his airway. You are unable to reassess the patient after 5 minutes because you are performing suction almost constantly. You are concerned because your run report will not contain a second set of vital signs. What should you do ______?†

Quest for Justice Case Study Example | Topics and Well Written Essays - 500 words

Quest for Justice - Case Study Example The South Poverty Center has offered its services to the investigators from Center's Intelligence Project; both the units have worked in cordial atmosphere to "secure justice for the hate victims targeted by domestic terrorists" (Lester, 2005). The law firm has been able to achieve desirable results, and judgments were pronounced against "ten major white supremacist organizations, and more than fifty individuals were sentenced for their participation in stylish stunts" (Lester, 2005). The Intelligence Project conducted mutually by Southern Poverty Law Center and American Civil Liberties Union resulted in the "criminal conviction of different individuals in stylish stunts cases". The law firms publish their respective journals in which the investigation work conducted against racists and radical groups have been reported, such publications "expose the activities of the radical right and are made available for free to media, human rights workers and law enforcement" (Lester, 2005). The American Civil Liberties Union has stressed that the courts are supposed to perform improved role of arbitration and accounta

Project Management Assignment Example | Topics and Well Written Essays - 2500 words - 2

Project Management - Assignment Example Also I learned these questions will direct me towards the correct projects. During that training, I learned that planning enables managers to have predetermined criteria on how they can execute duties, and have well informed decisions. The training involved 5PM techniques which included; Initiation, planning, executing, Monitoring, and controlling. This techniques enables to define who authorizes the project, enable me to describe the management of the project, be able to help the group members to work together to complete a project, and how to check the progression of the project and rectify the problems. Being a Project Manager, I have been assigned a task of upgrading system software in an organization. The organization has an old system that needs to be upgraded so as to be efficient, and save time. Such undertakings are subject to many challenges if proper planning and execution is not done well. So utmost care must be taken. Some of the risks that such projects suffer include; on-time and on budget completion, security compromise, software compatibility issues and lack or no training to the users of the organization (Barbier, 2003). The software upgrade done should be able to have a specific timeline i.e. a life cycle that has a start of use and when the program should be replaced because it has become obsolete with time. There is also the aspect of the scope of work the software can and not do. This has to be defined from the beginning The compelling purpose of this project is to enhance efficiency, increase functionality, and thus productivity of the organization by use of Software. The organization has been suffering from incompetency because of lack better software to help the firm to run its auditing work. Thus it has led to the company to rely on paper work which is slow, bulky, and untidy. Digitizing a system cannot be underestimated. Because operation costs and

Impact Of Celebrity Endorsement On Consumer Purchase Intention Marketing Essay

Impact Of Celebrity Endorsement On Consumer Purchase Intention Marketing Essay Celebrity endorsement has become a modern day staple of advertisement strategies, used to create distinctive competencies in increasingly competitive industries. This is especially the case with the telecom sector of Pakistan, which is one of the countrys most profitable industries and thus the level of competition is fierce and companies often resort to celebrity endorsement to impact consumer purchase intention. This research study aims to study the nature of the relationship between celebrity endorsement variables and purchase intention. The use of previous studies in this field has created a common set of variables that combine to form the celebrity endorsement factor and as such these variables have been extracted from the literature review. The identified variables are: image-fit, brand recognition, likeability, trustworthiness and attractiveness. The research primarily used a quantitative method for analysis as the author wanted the results to be less subject to the authors own intuition and thus his own bias. This analysis was obtained from questionnaires and formed the basis of the data used to regress the variables with each other. Overall, the regression and cross tabulation results concluded that all five variables had a significant impact on purchase intention with brand recognition and trustworthiness being given the highest value by consumers in terms of affecting their purchase intention. Acknowledgements I would like to express my gratitude to all those who helped me during the whole of my project. I gratefully acknowledge the help of my supervisor, Professor Fareedy who has offered me invaluable advice throughout the project. He has spent time and energy to aid in the completion of this project and none of this would have been possible without his patient instructions, insightful criticisms and expert guidance. I would also acknowledge the enormous support and advice received from my dear friend, Ammar Hameed, without whom this thesis would not have been of the quality that it is now. Table of Contents Chapter I: Overview Introduction Advertisement plays a vital role in the economy; it is the foundation upon which this fast paced world learns whats new and available. To sell a product in the competitive global market has become a challenging task. Homogenous products and brands make it difficult to choose from. Minor tweaks in design and voila a new product is ready for the shelves. However advertisement is major difference between the brands and their products and services. In order to survive in this trade, companies require sales to increase which would establish a label for the company seemingly creates a sense of belonging between the consumer and the product. This sense of belonging is awakened in the hearts of the purchasers by going along with celebrity endorsements where consumers can relate to their favorite celebrity that leads on to influencing demand for that brands product or service. When relating to celebrities, it is vital that companies choose celebrities who are up in the popular rating hence strengthening the scope of accomplishment in gaining market share for the particular brand, product or a service. It can be said that the popularity and the association of the celebrity with the brand has a direct relationship. As the popularity level goes up, so does the image of the brand in question. The basic idea of the endorsement is quite simple. General consensus is that people like celebrities, if those celebrities say that they like a product or a service naturally people will like what they like. It is as if by magic celebrities transfer their popularity from themselves to the products. Endorsement also might symbolize quality or any other related virtue. In order to sell a product we need to advertise and what could be better than to advertise on the shoulders of already successful sales i.e. celebrities. It is thus that this research project seeks to understand the how celebrities, and specifically their attributes affect, both positively and negatively, the purchase intention of the consumers and hence the title: Impact of celebrity endorsers attributes on consumer purchase intention Background The history of celebrity endorsement of products dates back to the 1760s. Josiah Wedgwood, the founder of the Wedgwood brand of pottery and chinaware, also called the father of the modern brand ; he used royal endorsements with regard to his brand to create a sense of aura and position the brand in such a way as to exceed its value in comparison to the value created by the product and services offered. The cigarette industry signed on entertainment personalities and used them in its ads in 1905. Since radio became commercial in the late 20s and the invention of TV screens in the 40s, celebrities have done commercials. Western culture has always flocked to the notion of a celebrity driven culture; whereby celebrities dictate the trends of the post-modern materialistic culture. Endorsements help the companies to gain strength in the market in order to be part of the consumers purchase basket. By doing so, sunrise companies prosper and develop into bug giants. Celebrities have a growing interest of the consumer population hence that image and aura is used in relation to a brand to influence the purchase decisions of people all around. This mechanism allows for change in tastes and interests with regard to the celebrity endorsement. Aristotle once said, Any brand can get a celebrity that is easy; but getting a celebrity consistent with the right brand to the right degree at the right time for the right purpose and in the right way; that is not easy. Significance of the Study The usage of famous ambassadors or celebrities in the department of marketing intervention and communications is growing since the late 1970s and has exalted to a percentage of nearly 25% at the end of the 1990s. Some researches show a positive direct economic effect of these famous endorsements despite they are very expensive. It ought to be of greath worth to the companies to know what product/brand goes with which celebrity in light of the expected outcome. Celebrity endorsements amount to millions of dollars in investments and the investment has to be on the mark to produce fruitful results. However to ensure soundness of the investment, appropriate time and money is alloted to the marketing department to match the product with the celebrity keeping in view the popularity ranking of the celebrity in question with forecasted predictions of his/her future public stance. This research measures the Impact of celebrity endorsers attributes on consumer purchase intention to keep a chec k on the consumers behavior patterns in relation to the associated celebrity endorsement. However, Although, marketing strategies if well directed could improve the message getting across thus creating a suitable link between the brand and the celebrity. In light of this, the planning process of the message and the brand equity management should cater to the celebrity appropriately. The research itself would focus on Lowe Raufs client, Nestle and how celebrity endorsements affect consumer purchase behavior and brand equity for milk. The milk industry in Pakistan is an ever growing industry with multiple competitors and multiple ad agencies vying to create effective communication channels for these brands. Milkpak for the first time in Pakistan is not the market leader and as such the use of celebrity endorsement is an effective way of readdressing that balance. Time Frame The time frame for this research project is 5 months, starting from August and ending in December. Research Proposal Submission (August 2012) Revisions to Proposal (1st September 2012) Literature Review (1st September 2012) Hypothesis Generation (1st September 2012) Theoretical Framework (1st September 2012) Methodology (1st September 2012) Data Collection (22nd September 2012) Data Compilation (6th October 2012) Data Analysis (13th October 2012) Results and Findings (20th October 2012) Final Submission (3rd November 30th 2012) Resources Zakria Fawad (Account Manager, Nestle) served as the primary source of reference as he handles the Nestle and Stylo accounts within the firm. Prior case studies generated by Lowe and Rauf also served to help gather further information of the research topic and as such was a useful resource. The GM, Anwar Kabir, was the secondary source of information, providing further insight as to the workings of the firm at a macro level. Chapter II: Lowe Rauf Lowe Rauf Lowe Rauf, Pakistan is an affiliate of Lowe and Partners international, which itself is a unit of Interpublic Group, one of the four biggest advertisement companies in the world. Situated in Karachi, Lowe Rauf firsts established itself in Pakistan in 1951 as an in-house agency of Unilever and gradually morphed into an independent company after a decade. This new independent company was called R-Lintas and was headed by Mr. Rauf who saw it grow and morph into one of the key players in Pakistans advertising industry. In the mid 90s, R-Lintas opened its doors to the Lahore market as well and has been thriving ever since in the city, creating many memorable campagins for some of the largest players in the industry, including but not limited to: Lux, Dalda, Nestle, Unilever Foods, Unilever Non Foods. In 2003, R-Lintas was taken over by Lowe and Partners International and was changed to Lowe Rauf Pakistan ever since with a new philosophy that focuses on fusing local ideas into everyday products that is known in its offices as, Populist Creativity. Mission Statement: Populist Creativity engage the many not the few to achieve top client satisfaction Vision Statement: To create the most significant, cultural and profitable IMCs in Pakistan Clients: Surf Excel, Walls, Nestle (all products), Mitchells, Rexona, Knorr, GFC fans and Stylo shoes. The Lahore office specifically caters to Nestle, GFC, Mitchells and Stylo. The most famous campaigns include: Kha Badami for Walls Daagh tau achay hotay hain for Surf Excel Commander Safeguard for Safeguard Rio Biscuits from Rio for Peak Freans Goals Objectives (2012) Continuous and stringent current client satisfaction for the next 3 years Develop effective communication channels with current client affiliates Increase research into changing consumer expectations based on the past 5 years Build and sustain corporate relationship with overseas subsidiaries Create IMC programs that consistently challenge, innovate and surprise Attract top industry clients whose contract terms with rivals are about to be expired IMC Services Offered IMC Strategy Formulation TVC Campaign Planning, Creation Execution Print Media Campaign Planning, Creation Execution Digital Media Campaign Planning, Creation Execution Media Production Media Buying Public Relations Strategy Press Releases Market Research Organizational Structure The Interpublic Group of Companies sits at the top of the chart with Lowe Partners followed by the local agency, Lowe Rauf, within Lowe Rauf, the Lahore office and the Karachi office function independently, with differing clientele. The Karachi office has eight different departments which include: Account Service, Account Planning, Creative, Finance, Media Buying, Production, Human Resource and Research. The Lahore office shares these resources for some functions, while running independently for others and thus it has smaller set of departments. It has a separate, Account Service, Creative, Media Buying and Production department, while the rest are shared with the Karachi office. Organizational Chart [Source: Lowe Rauf, Pakistan (2012). Organizational Structure, People Procedures Manual, pp. 3] Functional Departments Account Service Department: This department acts as a liaison between the agency and the client. It is responsible for maintaining the client portfolio along with working with the creative department and the client to ensure that information flows smoothly and to maintain a good working relationship with the client so that future work can also be brought in. The account services department, typically the account executive works to create a creative brief, which forms as the basis upon which the creative department comes up with ideas. Account Planning Department: The role of the account planning department is fundamentally to formulate a strategy that will drive all campaign objectives forward in a manner that is consistent with the agencys goals as well as the clients needs and the consumer perception of the brand in question. It is thus the most important department in the agency. Account planners frequently work with the research department because it is based on the information provided by the research team that they form their strategy and plans. Creative Department: The creative department is responsible for coming up with ideas for all campaigns. They use the creative brief provided by the account service department and use that to create print and TVC advertisements. The concepts created by this department are related back to the account service department which shows them to the client for approval. Often creative need to come up with multiple concepts because clients can be finicky and choosy. Media Production Department: The media production department is responsible for producing the TVC or print idea that the creative department has come up with. Once the final idea for the advertisement has been approved by the client, this department works with the creative department to create the advertisement so that a final form can be aired on television or published in newspapers, magazines etc. Media Buying Department: The media buyers use their sources and contacts to purchase advertising space wherever required at the cheapest rate possible. It is thus important to have a very low turnover rate within this department as one of the major ways through which lower rates are gained are through the media buyers contacts. These people also need to be aware of costs with regards to different locations, timings special occasions so that they can act upon it quickly, before the competition. Human Resource Department: The Human Resource Department, like any HR dept. at any organization is responsible for the planning and managing of personnel within the organization. This department mostly uses internet and websites to satisfy personnel needs, however sometimes newspaper advertisements might also be used. Market Research Department: The market research department is constantly in contact with consumers of different clients to understand how, when and why are consumer perceptions changing with regards to new campaigns and changes to brand. They also track brand health and measure equity if the client desires. Finance Department: Like with any other organization, the finance department controls all costs and cash associated with the firm at all levels. Market Strategy and USP Lowe Rauf follow a differentiation strategy in that their services are slightly expensive than most of the competition, however they make up for it by providing efficient services, that are uniquely creative as well as the fact that they are one of the fastest agencies in terms of creating campaigns. That is their major differentiating factor as well as the fact that they are highly experienced in FMCG goods and have a very successful portfolio with Surf Excel, Walls, Nestle, etc. USP: Their unique selling proposition is the fact that they can create uniquely creative advertisement campaigns within 10 days. Financial Statements Lowe Rauf Income Statement 2009 2010 Sales Rs. 22,145,385 Rs. 37,275,400 Direct Cost of Sales 0 0 Other Production Expenses 0 0 Total Cost of Sales 0 0 Gross Margin 22,145,385 37,275,400 Gross Margin % 100.00% 100.00% Expenses Payroll 9,965,423 16,773,930 Sales and Marketing and Other Expenses 3,321,808 5,591,310 Depreciation 0 0 Leased Equipment 0 0 Utilities 110,000 110,000 Insurance 0 0 Rent 1,110,000 1,110,000 Payroll Taxes 1,494,813 2,516,090 Other 0 0 Total Operating Expenses 16,002,044 26,101,330 Profit Before Interest and Taxes 6,143,341 11,174,071 EBITDA 6,143,341 11,174,071 Interest Expense 491,467 893,926 Taxes Incurred 1,535,835 2,793,518 Net Profit 4,116,038 7,486,627 Net Profit/Sales 18.59% 20.08% [Source: Lowe Rauf, Pakistan (2012). Financial Statements, People, Procedures Manual, pp. 17] Lowe Rauf Cash Flow Statement 2009 2010 Cash Received Cash from Operations Cash Sales 5,536,346 9,318,850 Cash from Receivables 15,501,770 26,092,780 Subtotal Cash Received 21,038,116 35,411,630 Expenditures Expenditures from Operations Cash Spending 10,939,820 18,414,048 Bill Payments 5,890,672 9,915,256 Subtotal Spent on Operations 16,830,493 28,329,304 Additional Cash Spent Long-term Liabilities Principal Repayment 2,100,000 2,100,000 Purchase Other Current Assets 0 0 Purchase Long-term Assets 0 0 Subtotal Cash Spent 18,930,493 30,429,304 Net Cash Flow 2,107,623 4,982,326 Cash Balance 10,522,869 15,505,195 [Source: Lowe Rauf, Pakistan (2012). Financial Statements, People, Procedures Manual, pp. 18] Lowe Rauf Balance Sheet 2009 2010 Assets Current Assets Cash 10,522,869 15,505,195 Accounts Receivable 5,787,578 8,527,857 Other Current Assets 1,331,100 1,331,100 Total Current Assets 17,641,547 25,364,152 Total Long-term Assets 0 0 Total Assets 17,641,547 25,364,152 Liabilities and Capital Current Liabilities Accounts Payable 1,157,516 1,705,571 Current Borrowing 0 0 Other Current Liabilities 0 0 Subtotal Current Liabilities 1,157,516 1,705,571 Long-term Liabilities 10,055,682 14,457,567 Total Liabilities 11,213,197 16,163,138 Paid-in Capital 12,700,000 12,700,000 Retained Earnings 2,155,612 -3,987,641 Earnings 4,116,038 7,486,627 Total Capital 6,428,350 9,201,014 Total Liabilities and Capital 17,641,547 25,364,152 Net Worth 6,428,350 9,201,014 [Source: Lowe Rauf, Pakistan (2012). Financial Statements, People, Procedures Manual, pp. 19] Chapter III: Industry Competitors Local Industry Pakistans media network has gained new benchmarks as compared to yesteryears. Once being an agriculturally dominated, Pakistan has developed in this aspect. Cable and television being accessible to wherever there is electricity and road side billboards being the hub of advertisement. Be it radio, television, billboards or internet, advertisement market of Pakistan has expanded its outreach whereby it is now creating alliance with celebrities from overseas and setting aside endorsements as per the requirement of the current times. This opportunity of hiring non- Pakistani celebrities for brand image reaches new popularity levels that were previously held by Pakistani entertainers. Pakistan is increasingly following in the footsteps of the Western world by adopting a celebrity driven culture; where latest trends, fashions and ideas are modeled after various celebrities. History is witness to the fact that investments in celebrity endorsements in Pakistan have increased rapidly in the l ast decade or so hence increasing the quality of competition as well promoting innovation in marketing strategies as well as product development. This chain of events have allowed Pakistan to grow in the positive direction hence creating awareness and increasing knowledge of the general public by means of massive advertisement projects in relation to gaining total strength of the consumer population. Huge investments require similar increases in revenue. Brand image once embossed within the consumers then the companies get their safe haven until they reap the fruit of their own mistakes. Thus companies are increasingly using celebrities to endorse their brands by either publicly using their product or appearing in advertisements for said products. The aim is to increase sales of the product by getting consumers to change their purchase behavior and buying more of the product (either by consuming it in greater quantity or buying more of the product). However celebrity endorsement does not automatically guarantee greater success, nor is the effectiveness same for every brand of a particular celebrity. Thus it becomes important for organizations to understand how celebrity endorsement affects their brand. The purpose of this thesis is to study the impact that celebrity endorsement has on a brand as well as the factors that determine the effectiveness of the endorsement for the brand in order to maintain successful brand recognition. Competitor Analysis The local Pakistani advertising industry is brimming with a multitude of advertising agencies and each day it seems a new one is opening up around the corner. However, most of the top agencies in Pakistan have been around for decades and have a stable client base with which they operate and conduct their business with. Orient McCann: McCann-Erickson is an affiliate of the Interpublic Group of Companies and is a multinational advertising agency with some of the largest and lucrative clients in the world. McCann Erickson combined with a local corporation, Orient in 1996 to form Orient McCann in Pakistan. It soon established itself as one of the best agencies in Pakistan and currently has the highest market share with major clients as Habib Bank, KFC and LOreal. Synergy Advertising: Synergy Advertising has made a name for itself in recent years by winning the award for the best print advertisements in Pakistan. It has also gained strides by roping in Moiblink as its client along with Engro Polymer and NBP. Synergy is the second largest advertising service in Pakistan today. JWT: JWT, another international company with significant backing has been in the industry for over 20 years and has some of the most loyal client base in the industry. JWT prides itself on providing discounts and other deals to its clients, which are unmatched in the industry. Its major clients include Bank Alfalah and Asiatic Bank. Interflow: Interflow was established in Pakistan in 1979 and was initially slow to get off the ground. However over the last 10 years it has consistently performed well and with international clients such as Samsung and LG, it continues to build its reputation in the market. Manhattan International: Manhattan International is one of the few advertising agencies, certainly the only recognizable agency in Pakistan that is actively affiliated with its international office. Most other agencies, including Lowe Rauf are independent organizations with the same set of rules and principles; however Manhattans strongest point is that it can take the help of its international counterparts for campaigns and that is why they are strong in Pakistan, even though they have been here for a very short duration. Their biggest client at the moment is PIA. Pak Media Com: Pak Media Coms claim to fame has been one intensely popular campaign that has made them famous on the circuit. That campaign is the recent Ufone advertisements which have taken the industry by storm. Deemed to be the most recognizable and most appreciated advertisements amongst teenagers and young adults, these advertisements have put Pak Media Com on the map. Midas: Midas has started relatively recently in Pakistan and has been able to get the Indus Motor Company as their clients, along with a recent contract with Samsung post 2012, once their partnership with Interflow expires. This has made them a prominent player in Pakistans increasingly competitive advertising landscape. Evernew Entertainment: Evernew Entertainment has been around for over 20 years but has slowly seen a decline in its client base with the emergence of new players in the industry. It still has a few significant clients, such as Dawlance, which make them a worthy competition even now. Mindshare Pakistan: Just like Evernew, Mindshare has also been in operation for a long time but has a dwindling client base, however with Nokia still in their portfolio, they are deemed significant enough by the other agencies. Argus Advertising: Argus Advertising is not a large firm (as compared to the others on this list) but they have a very large, very profitable client in Sony. Although their client base is limited, the presence of Sony in their portfolio has been the envy of many Pakistani advertising agencies. Competitor Form Sheet [Source: Lowe Rauf, Pakistan (2012). Financial Statements, People, Procedures Manual, pp. 21] Financial Ratio Comparison Lowe Rauf with Argus Ever new Ratio Analysis Lowe Rauf Argus Evernew Sales Growth 9.60% 7.20% 11.40% Percent of Total Assets Accounts Receivable 32.17% 42.06% 35.75% Other Current Assets 7.20% 5.74% 3.41% Total Current Assets 100.00% 100.00% 100.00% Total Assets 100.00% 100.00% 100.00% Current Liabilities 5.89% 6.46% 5.42% Long-term Liabilities 57.60% 34.46% 13.63% Total Liabilities 63.49% 40.93% 19.05% Net Worth 36.51% 59.07% 80.95% Percent of Sales Sales 100.00% 100.00% 100.00% Gross Margin 100.00% 100.00% 100.00% Selling, General Administrative Expenses 106.55% 85.91% 74.60% Advertising Expenses 21.25% 16.22% 15.09% Profit Before Interest and Taxes -2.60% 22.01% 37.23% Main Ratios Current 16.97 15.47 18.45 Quick 16.97 15.47 18.45 Total Debt to Total Assets 63.49% 40.93% 19.05% Return on Net Worth -29.16% 72.40% 80.99% Return on Assets -10.65% 42.77% 65.56% Additional Ratios Year 1 Year 2 Year 3 Net Profit Margin -6.55% 14.09% 25.40% Return on Equity -29.16% 50.68% 56.69% Activity Ratios Accounts Receivable Turnover 3.79 4.6 2.9 Collection Days 56 78 82 Accounts Payable Turnover 12.05 12.17 12.3 Payment Days 27 26 29 Total Asset Turnover 1.63 2.13 1.81 [Source: Lowe Rauf, Pakistan (2012). Financial Statements, People, Procedures Manual, pp. 17] Chapter IV: Literature Review Literature Overview From a marketing perspective, it is important to understand each and every aspect that has an impact on the brand (and product). Hence there are innumerable studies that have dedicated themselves to understanding the factors that lead to an increase in marketing effectiveness and leading to the ultimate aim of greater purchases and greater brand equity. Celebrity endorsement is one such factor that impacts purchase behavior and as such there have been studies that have been dedicated to not only studying the impact of this variable but also how it can be utilized to increase marketing effectiveness as well as the precautions that must be taken into account. The following reviews consist of studies relevant to this study. Celebrity Endorsement Hidden Factors to Success T

Johnny Appleseed :: essays research papers

  Ã‚  Ã‚  Ã‚  Ã‚  Jonathan Chapman, orchardist, was possibly the only man living in Pittsburgh who should be counting his grains at the end of the day, although no other had such attractive wares to offer as he. But he could not honestly sell young apple trees that would die on the long, slow journeys into the wilderness of the Northwest Territory, so he was obliged to discourage men from buying. Nevertheless he would have as busy as a day as any, just in being a brother to wayfaring man and beast.   Ã‚  Ã‚  Ã‚  Ã‚  His nursery and orchard lay on the main traveled road, on the blow of Grant's Hill, the very first bit of rising ground eastward of town. From that green and flowery slope the ancient woods had long since retreated, so from rude doorways below, from forest clamps above, and from boats on the flanking, bluff boarded streams Johnny’s blossoming trees were visible that morning as a drift of dawn. To the nearer view of passes-by the nurseries made and his orchard offered a moment of rest and refreshment from the feverish activities of the day. Every traveler stopped at his gate, for in a never failing spring that bubbled up, cold and clear in cobble-lined basin by the roadside, Johnny had â€Å"next water† in and out of Pittsburgh.   Ã‚  Ã‚  Ã‚  Ã‚  Johnny had lost no time in getting to work. From soil as soft as loose as an ash-heap he pulled forest seedlings and weed-stalks by hand. Tough bushed, briars, and saplings he cut down with his hatchet, grubbed out the roots; and with his hoe he destroyed the inumberable cones of annuals that, pushing through the blanket of drifted leaves, ran up every rise in flickers of pale-green fire. The ground cleared over a fraction of an acre on the well-drained slope that faced westward toward the river, he raked it free of clods, opened orderly rows of trenches, and put in and covered up his seeds.   Ã‚  Ã‚  Ã‚  Ã‚  Until his trees were in bearing he must pay his way by other services in that land of bitter toil and privation, so, in return for food and shelter, he lent a hand at whatever work was afoot. Besides, he must learn how to do everything that new-comers and Indians needed to know in order to conquer their hard circumstances. He helped raise the cabins of green buckeye logs; he took his turn at plow or scythe or ax; and beat out grain with flails on barn floors or buffalo hide.

Essay For Future Plan In Medicine

Respected Madam,I am an international medical graduate from WHO medical school directory listed institute –SMIMER (Surat Municipal Institute of Medical Education & Research) during year 2013. During next 10 years, I dream to become Infectious Diseases specialist, as hospitalist as well as academician who serve all the time for better health of patient and society. I believe it is important to learn advanced practice and systemic approach in the field of Internal Medicine of developed country. In several under-developed and developing countries, in remote and suburban areas, population is increasing fast which will be in dire need of better and affordable health care.As academician, I want to share knowledge and train future generation clinician to follow best practices. I believe with graduation in Internal Medicine form United States of America will help me to serve them and realize my dream. I wish to enhance my knowledge and learn practice by being shadow of physicians and staff in the â€Å"INTERNAL MEDICINE† department at your esteemed  institute. The experience will provide me opportunity to have close observation of health care system in USA. With participation global observership program, I can definitely advance step further in my future plan & also provide me institutional level experience for my Internal Medicine.Residency & post graduate program will fulfill my thrust in research field which is totally ignored area in home country. The opportunity will also boost my performance and prospect of getting a â€Å"INTERNAL MEDICINE† residency match when I apply next September. I will be obliged to become part of one world’s most advanced healthcare systems. I understand that the observership program does not involve direct patient interaction and it may not be remunerated. I am willing to follow any instructions and regulations you deem necessary. I will be very grateful if you can place me for a month of JULY-AUGUST 2014 ob servership rotation in the internal medicine department.Yours Sincerely,  Jugal Chahwala

Why Dickens Wrote A Christmas Carol

Why Dickens Wrote A Christmas Carol A  Christmas Carol by Charles Dickens is one of the most beloved works of 19th century literature, and the storys enormous popularity helped make Christmas a major holiday in Victorian Britain. When Dickens wrote A Christmas Carol in late 1843, he had ambitious purposes in mind, yet he could never have imagined the profound impact his story would have. Dickens had already achieved great fame, yet his most recent novel wasnt selling well and he feared his success had peaked. Indeed, he faced some serious financial problems as Christmas 1843 approached. Beyond his own worries, Dickens was keenly attuned to the profound misery of the working poor in England. A visit to the grimy industrial city of Manchester motivated him to tell the story of a greedy businessman, Ebenezer Scrooge, who would be transformed by the Christmas spirit. Dickens rushed A Christmas Carol into print by Christmas 1843, and it became a phenomenon. The Impact of 'A Christmas Carol' The book was immediately popular with the public, becoming perhaps the most famous literary work associated with Christmas. It elevated the popularity of Christmas, which wasnt the major holiday we know, and established the idea of Christmas charity toward those less fortunate.Dickens intended the story as a strong condemnation of greed, and the transformation of Ebenezer Scrooge provided a popular optimistic message.Scrooge became one of the most famous characters in literature.Dickens himself became associated with Christmas in the public mind.A Christmas Carol was transformed into stage plays and later films and television productions. Career Crisis Dickens had achieved popularity with his first novel, The Posthumous Papers of the Pickwick Club, which was serialized from mid-1836 to late 1837. Known today as The Pickwick Papers, the novel was filled with comic characters the British public found charming. In the following years Dickens wrote more novels: 1838: Oliver Twist1839: Nicholas Nickleby1841: The Old Curiosity Shop1841: Barnaby Rudge Dickens reached literary superstar status with The Old Curiosity Shop, as readers on both sides of the Atlantic became obsessed with Little Nell. An enduring legend is that New Yorkers eager for the next installment would stand on the dock and yell out to passengers on incoming British packet liners, asking if Little Nell was still alive. Preceded by his fame, Dickens visited America for several months in 1842. He didnt much enjoy his visit, and he put his negative observations into a book, American Notes, which alienated many American fans. Dickens was offended by American manners (or lack thereof), and he restricted his visit to the North, as he was so offended by slavery that he wouldnt venture into the South beyond a foray into Virginia. He paid attention to working conditions, visiting mills and factories. In New York, New York, he exhibited his keen interest in the poorer classes by visiting Five Points, a notorious slum neighborhood. Back in England, he began writing a new novel, Martin Chuzzlewit. Despite his earlier success, Dickens found himself owing money to his publisher, and his new novel was not selling well as a serial. Fearful that his career was declining, Dickens desperately wanted to write something that would be very popular with the public. A Form of Protest Beyond his personal reasons for writing A Christmas Carol, Dickens felt a strong need to comment on the enormous gap between the rich and poor in Victorian Britain. On the night of Oct. 5, 1843, Dickens gave a speech in Manchester, England, at a benefit for the Manchester Athenaeum, an organization that brought education and culture to the working masses. Dickens, who was 31 at the time, shared the stage with Benjamin Disraeli, a novelist who would later become Britains prime minister. Addressing the working-class residents of Manchester affected Dickens deeply. Following his speech he took a long walk, and while thinking of the plight of exploited child workers he conceived the idea for A Christmas Carol. Returning to London, Dickens took more walks late at night, working out the story in his head. The miser Ebenezer Scrooge would be visited by the ghost of his former business partner, Marley, and also the Ghosts of Christmases Past, Present, and Yet to Come. Finally seeing the error of his greedy ways, Scrooge would celebrate Christmas and give a raise to the employee he had been exploiting, Bob Cratchit. Dickens wanted the book to be available by Christmas. He wrote it with astonishing speed, finishing it in six weeks while also continuing to write installments of Martin Chuzzlewit. Countless Readers Touched When the book appeared, just before Christmas, it was immediately popular with the reading public as well as with critics. British author William Makepeace Thackeray, who later rivaled Dickens as a writer of Victorian novels, wrote that A Christmas Carol was a national benefit, and to every man or woman who reads it, a personal kindness. The story of Scrooges redemption touched readers deeply, and the message Dickens wanted to convey of concern for those less fortunate struck a deep chord. The Christmas holiday began to be seen as a time for family celebrations and charitable giving. There is little doubt that Dickens story and its widespread popularity helped Christmas become established as a major holiday in Victorian Britain. Popularity Has Lasted A Christmas Carol has never gone out of print. Before the decade ended, it was adapted for the stage, and Dickens performed public readings from it. On Dec. 10, 1867, The New York Times published a glowing review of a reading of A Christmas Carol Dickens had delivered at Steinway Hall in New York City: When he came to the introduction of characters and to dialogue, the reading changed to acting, and Mr. Dickens here showed a remarkable and peculiar power. Old Scrooge seemed present; every muscle of his face, and every tone of his harsh and domineering voice revealed his character. Dickens died in 1870, but  A Christmas Carol lived on. Stage plays based on it were produced for decades, and eventually films and television productions kept the story of Scrooge alive. Scrooge, described as a tight-fisted hand at the grindstone at the beginning of the tale, famously snapped Bah! Humbug! at a nephew who wished him a merry Christmas. Near the end of the story, Dickens wrote of Scrooge: It was always said of him, that he knew how to keep Christmas well, if any man alive possessed the knowledge.

Ultramares Doctrine Narrative essay Example

Ultramares Doctrine Narrative essay Example Essay Sample Accounting is one of the professions that require outmost care. In many cases, accountants ensure that they execute their duties, as the work requires. Despite this, there are cases when accountant conduct themselves in ways that do not conform to their ethnic requirements. In a case, the Ultramares doctrine is used assess the liability of accountants. Based on this doctrine, accountants are liable to third parties when they do not exercise due care, and when they are aware that third parties will see their work or use them for other purpose. Given the provision of this doctrine, I tend to differ with it concerning how accountants should be assessed when they err and fail take due care. There is need for accounting professionals to use another tool to assess the liability of accountants. This is because the Ultramares doctrine does not provide sufficient measures that can motivate accountants to practice due care in their work. For instance, an accountant may failt to take precautions while executing his work and therefore end up committing a liability. In this case, one may feel comfortable that the client may not be aware of their work or use them in any way that might harm them. The flaw in the Ultramares doctrine calls for an efficient tool that will assess accountants in an efficient way. In accounting profession, accountant should not base their ethical consideration on the Ultramares doctrine because of its shortcoming. First, the Ultramares doctrine will make accountants practice care when need be and not as a duty. This is against the ethical standards of professionals that put the interest of the client before that of the professional. In this case, accountants must be able to protect the client from any harm rather than ensure worry about him committing a liability. I believe that contemporary business does not favor the use of Ultramares Doctrine because of its influence on business operations.

Porsche in China Essay Example | Topics and Well Written Essays - 2500 words

Porsche in China - Essay Example Ing. F. Porsche Aktiengesellschaft and later altered its name to Porsche Automobile Holding in November 2007. Porsche vehicle investment has its headquarters in Germany, Stuttgart. Porsche investment was founded to operate as business umbrella of the Austrian Porsche apprehension. Furthermore, Porsche Austria was set up as Volkswagen importer, which destined that, with the advanced progress of the sales system, the competitiveness of the Volkswagen allocation organization enhanced significantly. At the same time, producers from the distant East additionally strengthened the location of the Volkswagen exhibition area in spite of the dramatically rising pressure. Once Porsche had selected the state or states to enter, it required to agree on the suitable mode of entrance. Every corporation making this progress faces a range of choices: It can attain an accessible player, build an association with an obtainable player or begin Greenfield actions, alone or in joint venture with another p layer. Wilkinson, (2009) affirms that Porsche entered China through an acquirement. This was a reasonable move for three reasons. First, China is an established market, an unattractive condition for Greenfield actions, as adding new-fangled stores will just strengthen an already high quantity of confined competition. Next, because there is considerable revenue and cultural similarities between Germany and Chinese markets, Porsche faced comparatively little call for new knowledge. Thus, inflowing through a strategic association was needless. Third, a feebly performing company, Subaru was available, and the company saw it better to take advantage of this fact. Moreover, Porsche's production model was what Subaru required to transform itself into a feasible and strong organization. Porsche Entry to China As the main heavily inhabited nation in the world, China is a chief potential market for retailers. Retail sales in China rise at a yearly rate of ten percent between 2007 and 2009, bo osted by economic liberalization and a whopping pent-up order for customer goods. The Chinese market also throws up unique challenges as regulations, management policies are regularly unpredictable, and China's infrastructure is not properly urbanized. In addition, middle-class throwaway income is severely lower in China than in Germany so that even discount-minded Porsche ought to reinvent its corporation model to operate within the access of key inhabitants groups. Finally, Porsche had to admit that most Chinese tend to purchase in hire form and that language differences needed tailored selling approaches for merchandise labeling and product names. Porsche’s development in China is perhaps the most motivating case of how Porsche has had to transform, and adapt its German methods in order to gratify its Chinese clients. Porsche entered this state in the year 2009, and did so confidently that it could gratify client demands. One of the customs it was sure it could conform cus tomer desires were through client service, something that Porsche prided itself on in Germany. Porsche became sure that overhaul was going to be a significant matter following an article published, before Porsche’s entry into the market. The report exposed that retailers in China were the slightest accommodating of all European states in terms of client service. China was already properly equipped with concession retailers like Subaru and Mercedes Benz thus; client service became one of the

Shange Essay Example | Topics and Well Written Essays - 750 words

Shange - Essay Example This is why Shan’ge was originally associated with agricultural work. The folk songs were always sung when people were working in the fields. This gave them morale to work harder (Titon 372). More importantly, the older societies like the jiu shehui sung the folk songs all through multifamily labor exchanges. This was principally during, hoeing, as well as, weeding corn, and a time they were sung while transplanting the rice shoots. The songs provided comfort for the workers. Additionally, the songs provided rhythm for the work, since some of the songs had counting off aspects which enable the farmers to have a certain rhythm while working. In history, the folksongs have also served a great deal in politics. This is especially in the 1910s and 1920s since they instilled solidarity and also helped in disseminating messages. This is because, by using familiar tunes, they were able to convey new words to the local people. Today, Shan’ge provides a window on historical experience and interaction of the people with the outside world. Despite the fact they are not as common as they were in ancient China, they play a huge role in enhancing heritage. Film music has impacted Chinese popular music in many ways. It is evident that the Chinese music provides the audience with utmost precedence to its melody (Titon 408). China is a country with a strong respect towards its forebears and ancestry and the film industry has enabled the people to uphold these aspects. It is therefore probable to find the film music of this kind of time still popular and known. For instance, the dragon dance and music is extremely familiar in the movie industry until today. There is an eminent root of film music in China. This is different from all other countries where the film music has no existing motifs or excerpts in the traditional aspects. This was not the case with China because the original music compositions emerging in films are growing till today. Popular music has grown intensively in china. Popular music started in the shidaiqu field and it was founded by Li Jinhui in China mainland. This popular music was highly influenced by Western jazz m usicians such as Buck Clayton. This was immediately after the implementation of the Communist Party. The popular music flourished greatly in Baak Doi, China where a record company was established. Cantopop was also influenced and this was in Hong Kong. Pop music in mainland China had been banned because it promoted unethical values which were against the communism values. However, the genre was revived in mainland China immediately after Deng Xiao Ping’s marketing reform. This is has influenced China's music diversity pop music combined with classical music. This is just like majority modern nations in the present day. Consequently China has grown to be one of the biggest producers of diverse music types while maintaining their traditional values (Titon 407-409). This is a traditional Chinese type of music and it utilizes the following instruments: daluo, bangu, tonngu, dabo and suona among others. Additionally, it is characterized by the following qualities. The music is sun g without reference to the notation by the musicians transferring it to the ensemble’s double-reed instrument. The melody is converted to vocal melody using grace notes. The music also has syllables that are compressed to feature into the percussion patterns (Titon 592). Beiguan musicians strive to consider each other as well as being inclusive in their performance activities. This is because of the fact that they usually see themselves as members of the same community association. The male members call each other

A Place I Would Like to Live Essay Example | Topics and Well Written Essays - 500 words

A Place I Would Like to Live - Essay Example Moreover, its proximity to Marine waters gives it a great opportunity in demonstrating its cultural relativism in reference to its world attraction features. Â  In regard to language, the official modes of Communications are Finnish, Swedish and English. In fact, it is believed that both intentional communication and unintentional communication that might be present in personal communication must be based on national language to avoid any occurrence of cultural myopia since the country has different groups of immigrant and tens of thousands tourists who continually visit. As such, the education system in most institutions has incorporated mandatory courses in public communication and mass communication. According to the institution management, every youth and student require the basic knowledge on the process of communication that encodes a message through a given channel which is followed by decoding for the receiver with or without an anticipated feedback. Â  Consequently, I would love to arrive in Helsinki through one of the most talked about the airport in social media, Finish Airlines that has a direct connection with Heathrow International Airport. Some of my colleagues who have visited the place before insist that unlike other air transport companies, Finish Airlines has After Sales Services(ASS) which ensures that clients’ luggage is moved from the airport to the book–in services that have been pre-booked upon requests from clients. As soon as I have taken a rest from the long flight, I would like to begin my stay by visiting some of the renowned tourist sites such as National Museum of Finland, which has the highest number of the historical collection that dates back to the ancient times and some from the 21st Century.

Jennifer Lopez Essay Example for Free

Jennifer Lopez Essay Using the video clip, the magazine article and the newspaper article, analyse how a positive image of a celebrity is presented through the different media. You should compare and contrast the different ways they are presented. I have been given an assignment to discuss a magazine article, a newspaper article and a video clip. I have chosen to discuss Jennifer Lopez. I will be discussing the magazine article first followed by the newspaper article and finally by the video clip. First of all I am going to discuss the picture in the magazine article, the picture we are given is in black white, which, is slightly a disadvantage when talking and discussing articles. The picture of Jennifer Lopez in the magazine article is covering more than half the page; the picture of Jennifer Lopez has been taken from such an angle so the viewers can only see one side of her face. Pictures such as this, which are taken from the side, are very popular. Viewers say they rather have a picture from the side of a person rather than a straight picture from the front. The picture has been enhanced and edited to show the best bit of Jennifers body. I. e. her buttocks. The picture of Jennifers body has been edited such as extra shadow has been placed on the picture of her body to give the look of a healthy and fit looking skin with a golden look, the shadow and enhancement make the curves of her slim and smooth body more attractive which she keeps talking about and attract more viewers. The picture enhances the buttocks with the frilly underwear she is wearing, she wears this to make her buttocks looks smaller as she thinks it is too large, this is one of the reasons she is not wearing a thong although many admirers and fans think her buttocks is the most desired part of Jennifer Lopezs body. The text in the magazine article of Jennifer Lopez is a main part of the magazine as it tells us what we the viewers and readers want to hear and see. The text although compared to other articles may be placed somewhere near the top of the page, this text has been brought down next to her buttocks as when readers read the text, where it quotes straight from the text, derriere(backside), you wouldnt to search for it as it has been correctly positioned so you can look straight over as you read the text. Her name Jennifer Lopez has not been placed in Capital Letters although people think of her as a sex symbol. The magazine article NEW do not seem to mind publishing J-Los age as some people prefer that as a private matter, nevertheless she has the sign of being number 1 on the side of the text which shows that she is a very high ranking lady and a title at the top saying she is (in this magazine) the sexiest woman at this time. The first line of the text in the magazine article is a quotation, which is supposedly from Jennifer Lopez herself. She says, I have a very curvaceous body and I like to accentuate that. She then goes on to say, To me its a beautiful thing. Quotation from anybody in an article is a very persuasive technique to pull new readers to get the interested; the public is pulled in to think like her, which is part of the repetition technique. The quotation, tells us she shows of her body and her beauty to he public. Showing the body can be a good technique in getting large amounts of new readers to get the interested. Repetition is brought in to the text even though it is a short piece of text, the article repeats on how her body has those beautiful curves yet they also decide to talk about her career and some of her personal life. The article brings in a short sentence when they say she married a wrong person such as P DIDDY. What was she thinking, this was quoted when they gave a remark over P DIDDY her ex-husband. This remark makes the male readers think you should have come to me instead. A rhetorical question is used, What was she thinking, this is used when the remarked her ex-husband P-DIDDY, this sometimes make the public think twice before they judge the article and Jennifer Lopez. The magazine article although very short gives a positive impression towards Jennifer Lopez especially at the talk of her body. Remember the magazine article can never have as much impact as the video, this is because the video has motion clips and sound to go with pictures as in the newspaper and the magazine article it is only one picture which may have been enhanced to give it an effect. The newspaper article shows the picture of Jennifer Lopez and her groom to be Ben Affleck. The title is shown as Jennifer Lopez: The Story. It gives an impression of Jennifer as if it were from the beginning. The first few lines of the text are lyrics from her solo song Jenny from the block, where it says, Dont be fooled by the rocks that she has got, these few words dont be fooled by the rocks that shes got, gives us an impression that she is extremely wealthy, the point of bringing these lyrics up is to pull reader to read this newspaper saying that this person is a wealthy person and that she has everything a girl would need. The nest few words are, shes still Jenny from the block, these few words important as they tell us that when she was at a younger age she was poor, may be not that poor, but with the riches she has now the words say she is still the same person she was say 20 years ago. Although she says she is it may not seem so, this is slightly a negative impact to her image as the newspaper continues to say, But with a reported entourage of 20 staff apparently tending to her every whim, it seems hard to believe. Yes this is hard to believe; as she wouldnt have 20 people tending to her every need when she was younger and this tells us fame has affected her. The newspaper tells us Jennifer will be appearing on a T. V. show to find out whether fame has affected or changed her. This newspaper does not give a very good positive attitude towards Jennifer Lopez as the paper says she a Diva which is not a compliment for any star. The next paragraph gives a different perspective as they bring in Ben Affleck her fianci e for her forthcoming marriage. They write saying that her wedding is pronounced the wedding of the year as later she does not get married at all, but this paper is not a new one. Born in New Yorks tough Bronx district in 1970, Jen knew from an early age she wanted to be a superstar and she did become a superstar. The paper is about the life of Jennifer Lopez, you would think they would talk about her childhood first but they bring this subject up in the 4th paragraph, she was supposedly was born and brought up in the Bronx district, but this is false according to information over the internet I researched. Later we find out her parents wanted her to go to college and become a lawyer were she would have made more money than she is making now, which is enough anyway, but she might not have enjoyed it as much as becoming a singer, actress and a star. The paper also tells us her becoming famous was a sudden move from coming through a Janet Jackson song, US comedy and on a big screen with George Clooney in Out of Sight which brought her up to becoming a star. We see Jennifer wanted to be famous as she has got it all looks, career, singing voice and of course Ben. Her picture in the newspaper article does not seem to have been enhanced or edited by the looks of it as it shows herself and her fianci e, the picture has not much to edit, as it is clear enough for the public to know what is going on. Again the newspaper article cannot have a lot of force compared to the video clip, as neither the magazine article or the newspaper article have either motion clips or sound to go with the video. In the video of Jennifer Lopez we see and hear of her becoming famous from the Latina actress herself. While the program runs and shows of Jennifer Lopez in films or singing, the program has a continuous song in the background of her own. Each song they show on the program, they only show clips that the audience and viewers want to see, so they bring out the best bits of the song, while watching the video I noticed she changed her clothes a lot through each screen shot, this may have something to do when they only take the best part of herself when showing in her songs. I noticed she changed her clothes from top to bottom at a total of 8 times. An advantage for us when watching the program is you can hear what she says for real and cannot be made up by some newspaper or magazine article. There is also a lot of dialogue throughout the program as most of it occurs through the interview of Jennifer Lopez. The video shows a very positive image of Jennifer as the video itself is self-promoting a well. Also each screenshot in the songs have also been edited as extra light has been added to give that extra look of the sexy body she has. Jennifer is the centre of attention in this interview as almost every screenshot shows her, the program also shows a little girl trying to dance and sing, this is representing Jennifer when she was at a younger age dreaming of what she wanted to become. Jennifer quotes, I still feel the same exact way as I started, and this is same to her lyrics in the newspaper article as although she may say she feels the same, her dress sense and appearance ahs gone up a level since she became a star. During some of the songs I noticed she dressed mostly in white with a dark background such as a dark blue to bring Jennifer in to the centre of the spotlight, this is a very clever trick indeed not just a persuasive technique towards the public but it also brings her body looks in towards the spotlight. In one of her songs, if you had my love, we see in the video she is silhouetted which gives a kind of a sexual nature of her being and as she goes on to say would you comfort me, this is giving a sexual image to her character. The list of three is brought in the program when it says actor, dancer, singer, also to make a rhythm assonance is used with the word er also with a comment on voyeuristic quality. During the interview with Jennifer Lopez a lot of lighting has been added to show Jennifers beautiful golden, healthy, fit looking skin. Her skin is reflected back in to the camera so it gives the viewers what they wanted to see. I think given reading both the newspaper article and the magazine article and watching the Jennifer Lopez video I think the video would promote better to give a very positive image of herself and her body. I chose this because the magazine article has a very short amount of text with a large picture of Jennifer Lopez, the picture we were given was in black white which was a bit of a disadvantage which I have already said and also the quotes, which are used, may not be for real. I never chose the newspaper article because the paper talks about her life not from the beginning of her life but when she became a star and worked away from there and the picture being rather small with her fianci e beside her. The video is the only source of information, which would be easy for self-promotion and cannot be mistaken for her quote she used as you can take them straight from the dialogue of her interview. The video has music of Jennifers solo played continuously, which for some viewers is attracted to, and her appearance she had at the interview.

Effects of Music on Human Behaviour

Effects of Music on Human Behaviour Zahira Amir Ali Khalfan ABSTRACT This paper explores the relationship between music and human behavior and its role in treating the mentally ill patients for healthy recovery. Being a student nurse the topic is very significant for my learning. The paper is a part of my Behavioral Psychology Course at the Aga Khan University School of Nursing and Midwifery (AKU-SONAM), Karachi, Pakistan. The paper will begin with brief description about relationship between music and human behavior, its importance, bio-psycho-social perspectives and types of music in the light of literature reviewed. In the end, the paper will be summarized and will propose music therapy as a significant strategy in psychiatric recovery. Key words: music, human behavior, music therapy INRODUCTION While observing the Creation of Universe and the evolution of human beings, music is basic, which is reflected in the chirping of birds, giggling of babies and lullaby of mothers or love of fathers. These emotions are predominantly expressed in the common language called music. Music is everywhere, far and wide and it is not just contemplation but is a reality. Today in the world of enchantment, it is the means of entertainment (Parrott, 2009). Thus music has directly or indirectly influenced every human being in shaping his/her behavior. BODY Every person in this universe lives due to Almighty’s creativity and thereby religions are formed to praise Him. The impact of music on religions is boundless. Parrott (2009) while seconding Bhakthi Sankeertan in his book ‘Healing through Music’ says, â€Å"From ancient times, music is something that has put people in touch with their innermost feelings. Different kinds of music work upon different emotions of an individual and release the various incomplete emotions leading towards a total healing of body and mind†. Parrott (2009) cited Steven Fischbacker who writes in his paper â€Å"Music and Spirituality† that music helps to retrieve memories when you see an object which you had associated to form a memory. Cooling (1996) suggests three ‘E’ words viz. explore, engage and express which connects music with spirit. Music is played in festivals to express worship. In Judaism â€Å"Music is the pulse of Jewish spirituality – song charts the biorhythms of the Jewish Soul.† (Chief Rabbi Sir Jonathan Sacks cited in Cooling, 1996). In Christianity music unites people and everyone recites holy songs as being one. In Islam it is a harmony of life. It is inspired by the recitation of Holy Quran and Devotional Literature in Sufism in Islam. In Hinduism, music is considered as the tune and rhythm of the Lord (Parrot, 2009). Music on the one hand is a union of sound and lyrics. (Trappe, 2012). On the other hand it is an approach towards physical mental and social aspects of a human behavior which reflects throughout his life (Kagan, 2013). When a piece of music is composed by a human, it somehow or other, sways one’s behavior which ultimately gives rise to personality development. Pursuant to Music theory, (Leibniz, 1712) a person who is able to play an instrument according to its learnt elements has truly understood the music, but the limitation to this theory is that, it does not explain what a brain perceives and how a person acts over it. Another explanation is that, music is subjective. You cannot tell the meaning of the word â€Å"music†, rather than that you simply play it and make others understand the essence of it. Some say that music is poetic (Leibniz 1712). According to scientific analysis, music is a way to socialize with others, to recreate sexual desires, to form a language and a way of communication for antenatal mothers with their babies. The most common view is that music is an effect of sound created by humans which rejuvenates the environment. (Dorrell, 2006). Psycho musicologist Aristoxenus cited in Butler (1982) says that music is a human effort formed according to one’s sensory abilities and its disclosure should be worthw hile. According to Pavlovian classical conditioning in Vedantam, 2007, when unconditioned stimuli e.g. any work that we perform, combines with conditioned stimuli like music, the conditioned response that we obtain is the desired behavior i.e. whenever we listen to that music we start performing our work. (Vedantam, 2007). Music has a great importance on all accounts of human life including health. Music motivates to have greater self-reliance, confidence; help to form belongings and work in collaboration with others e.g. group of people giving efforts in an orchestra to make it an achievement. (Henley, 2011) Music is a key to understand emotions and feelings. We start understanding the meaning of lyrics when we turn into a teenager which creates an enormous impact on our future. (Vedantam, 2007). A study was done related to lyrical music influencing individual’s mood and helping behaviors. People with prosocial lyrics had positive whereas people with antisocial lyrics had negative behaviors. No convincing statistics were found for helping behaviors but it does not mean that music can’t generate willingness to help. (Ganser et al, 2010). Value of music in academic point of view is astonishing. It is the best way of communication by which children improve their social skills and learning and bring up their self esteem on a higher level. According to a research done by Henley (2012), it was reported that music enhances the reading skills to improve vocabulary. It also helps in solving mathematical problems and improves one’s IQ. It makes a child more imaginative and creative. It is not just for the sake of entertainment rather, it gives an opportunity to pursue it as a profession. For some students it helps to excess in their academics whereas on the contrary it’s a great distraction. (Fatima, 2013). If we look towards the physical, mental and social aspects of a human being throughout his/her journey of existence for development and growth, effect of music is very far reaching. Music lowers blood pressure and improves heart rate variability to reduce stress, depression, anxiety, muscle tension, pain and sudden infant death (Trappe, 2012). A brief pause between two musical notes stimulates neural activity which sharpens cognition and memory and strong beats brings alertness when these beats synchronize with action potential. (Fatima, 2013).It decreases pre-surgery anxiety to the same extent as medications do. Association towards music changes with different stages of life. The most enjoyed music in adulthood improves mood, motivates for socialization and boosts energy. It has been observed that hearing is the last sense that remains for few seconds even when other body parts cease to work, therefore, music is a beautiful source of rejoice for chronically ill or dying patients in their end times (Trappe, 2012). It is also presumed that music runs in families; most of the time it is inherited, but it can be learned as well. (Henley, 2012). There are manifold types of music that precipitates behavior. Classical music is the most beneficial in treating patients with variant diseases. Popular music increases motivation and mood. Meditative music is for spiritual upliftment and relaxation. Hip hop and rap music is less effective than Jazz music which is more pleasing to human senses. Latin-American music heightens positive mood, motivation and keeps active. Folk music adds to augment intelligence, protection and confidence. (Trappe, 2012). Sad music is the root of expression in depressed patients. (Bodner at el, 2007). During my clinical rotation in one of the Psychiatric and Rehabilitation centers in Karachi, I, along with my other colleagues, arranged a musical therapy for patients with mental illness. In collaboration with the patients, they played different instruments and sang songs of their interests. Most of the patients sung depressed and displeasing songs as they were away from their homes. In consequence we concluded that music impacted their interaction, expression of feelings and helped us understand patient’s intrapsyche with the type of song they select to sing. Accordingly we concluded to select that strategy which could help them to recover fast. Looking towards the historical background of music therapy, ÇamsarÄ ±, (2009) seconds Tyson (1981) that after World War II, musicians went to the military hospitals to apply music as a therapy and this lead to the foundation of music as a profession. One of the expressive therapies is music therapy that intends to show free extemporization for a therapeutic change in patients through patient-therapist interactions. It is a technique of ‘self-projection and free association’ to have connection with emotional memories (Erkkilà ¤ et al, 2011).It aids to achieve individual ambitions in assistance with a licensed professional. (American Music Therapy association, 2007). It is a nonverbal and verbal processing along with physical act (e.g. playing instruments) for expressing feelings by provoking unconscious psyche of an individual. (Erkkilà ¤ et al, 2011 Malchiodi 2005). The essential of musical session includes composing, playing musical instruments and enjoying it fully (Fatima, 2013). It brings an insight in psychopathologies. (Erkkilà ¤ et al, 2011). Research confirms that it treats Parkinson’s disease by improving motor skills and emotional issues (Trappe, 2012). It reduces stress hormone (cortisol) in dep ressed adolescence. (Field at el, 1998). Similarly schizophrenic symptoms also improve after 10 therapy sessions for short term whereas long term effect should be further researched. (Gold, 2007, Pavlicevic et al, 1994 You et al, 2002). Music has remarkably reduced patients’ negative thoughts and reduced isolation. It has no side effects and less expensive therefore should be extensively used. (Tang at el, 1994 Ulrich, 2007).Group music therapy transmutes annoyances and anger into inventiveness and enables self-expressions. (Montello at el, 1998). It helps in treating physical handicaps and drug abuse (Fatima, 2013). ÇamsarÄ ± (2009) seconds Gold et al 2009 that music improves communication in Autism. Types of music therapies which help to modify human behavior include Background Music Therapy, Contemplative Music Therapy, Combined Music Therapy, Executive Music Therapy, Executive Iatromusic Therapy, and Creative Music Therapy. (ÇamsarÄ ±, 2009). According to Fatima (2013), clinical Psychologist Qudsia Mehmood states that Pakistani population lacks the awareness about the significance of music therapy. Fatima (2013) cited Mr. Sohail Khan as he had established Music therapy center in Karachi, Pakistan and has widely worked on â€Å"The Prism Project, A Multi-Dimensional Approach to Music in Education† .He states that he is the first music therapist in Pakistan and his goal is to establish such institutions where he can train psychologists related to how effectively they can use music therapy for the betterment of Pakistani society. (Fatima, 2013). It is unpredictable to assume that the music chosen by the therapist is pleasing to the patient or not. Malchiodi (2005) seconds Feder (1998) that music therapy is given after assessing individual preferences and past experiences as, right type of music can alleviate and wrong type of music can aggravate the symptoms. Also, to take an account of music therapy into regular therapy programs for rapid recovery (ÇamsarÄ ±, 2009). A role of therapist is to use music with reflective exercise. (Erkkilà ¤ et al, 2011). CONCLUSION The field of music is indispensable yet unexplored in Psychiatry and Psychotherapy. Music has a therapeutic power to heal many chronic patients, including those suffering from mental illness. My experience working with these patients at the Psychiatric and Rehabilitation Center, Karachi, states that there is a very close relationship of music with human behavior. There is a need to introduce music in nursing education, to enhance understanding of these professional care takers to help patients improve positive behavior. Also there is a need to include it as foremost priority in other educational institutions in our country, from the time of early childhood development till the education continues, because the behavior formed in the early childhood is crucial for future adult life. REFERENCES Hans-Joachim Trappe, H.J.T., (2012). Music and medicine: The effects of music on the human being. Applied Cardiopulmonary Pathophysiology. 16, pp.133-142 Philip Dorrell. 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