Compare the creation scene in Boris Karloff’s Essay

Genre benefits the film industry because it classifies/categorises the type of film which the film industry are required to make. It benefits the audience because they are usually expecting the genre of film and this will result in fewer complaints from the audiences, as they are prepared for the viewing. I have seen several films belonging to the Horror genre. E. g. The Haunting, Scream 1, 2 and 3, The Exorcist, The Poltergeist. Horror films deal with our most primal nature and its fears: Nightmares, our Vulnerability, our Alienation and our Terror of the Unknown, Death, and Para normality, Monsters, Blood and Religion are typical elements that make up a horror film. The scene selected is the creation scene. At this point in the narrative, Victor brings the monster to life. The 1931 version of the film is set in a stereotypical â€Å"Mad Scientists† laboratory with all the high-Tec equipment, potions and machinery. It looks like it is set in the cellar of a gothic mansion or castle. The laboratory appears to be tense and top secret. No music is used throughout the scene. Victor Frankenstein wears traditional doctors white robes which is also a stereotypical feature. It links with the surroundings/environment because the doctors’ robes convey a sense of technicality/experimentalism. The spectators in the scene are wearing formal clothing; they would have been â€Å"well off† in those days. The use of dialogue contrasts with most Horror films as quite a lot is said. Most of the dialogue spoken by doctor Frankenstein regards scientific explanation. Thunder, Lightning, and the electric buzzes are the only sound effects used. They can be classed as scientific sounds. The thunder and lightning are to do with nature and also the supernatural as they can be seen as horrific. Thunder and lightning are stereotypical elements of a horror film. Infrequent thunder sounds are heard, this creates tension for the viewer. The lightning usually strikes when movement or raising of voice occurs. The majority of the cuts are very fast apart from when the table with the monster on is being elevated. This shot is one of the main focusing points throughout the scene and Boris Karloff has shown this by making it the longest shot in the scene. It is also one of the few low angle shots throughout the scene making this an outstanding shot. Every shot in the scene is a straight cut. The fast cuts convey a sense of urgency and tension. No special effects are used in the scene. Very few low angle shots are used compared to the amount of high angle shots used. The low angle shots sometimes show power and authority, for example when Victor Frankenstein is talking to the other doctor. He contradicts the other doctor and proves him wrong; this shows his authority over him. This degrades the doctor in front of the on-scene audience. Igor (Frankenstein’s assistant) is a typical aspect of Horror. He is an iconography to â€Å"The Hunchback Of Notredame† which relates to horror. The camera rarely moves. It is usually still. Doctor Frankenstein is shown to look evil and greedy whereas the monster is shown to look helpless and weak as the movement of its hand is very low. The camera never zooms in throughout the scene. The 1993 version of the film by Kenneth Branagh uses lots of loud, tense music with a fast beat at the start of the scene. This creates a sense of urgency at the start of the scene. As Victor Frankenstein is running, this also adds the tension. Victor Frankenstein is wearing very scruffy clothes. The scene is set in a Gothic type castle/mansion and it looks like it is set in the medieval times by the use of props. Lots of candles also add to the medieval setting. However, lots of machinery and electrical devices are seen which contrasts with the medieval setting. In this scene, Dr Frankenstein brings the monster to life and tries helping it to stand up when he kills it unintentionally. Very few words are said throughout the scene which are the typical aspects of a Horror film but, as there is only one human viewed throughout the scene it is quite obvious that not a lot of dialogue is expected. Each shot is very short and has a straight cut. The only special effects are used at the monster’s birth where it squeezes out of its cage. There are lots of close-ups and medium shots on Victor. You are given the impression that the monster is weak and feeble. Frankenstein gives the impression of being a very unlucky and distraught person as the monster dies. Both films fit in the category of Horror, however Kenneth Branagh’s version is much more like a Horror film to me as it includes action and excitement. Kenneth Branagh’s version was a big budget film whereas the 1931 version was not. It also includes music and special effects whereas the 1931 version does not. This is why Kenneth Branagh’s version is my favourite. By Jack Sanders 10F Show preview only The above preview is unformatted text This student written piece of work is one of many that can be found in our  GCSE Mary Shelley  section.

Folk Dance History in the Philippines Essay

It is impossible to know when exactly dancing became a part of life in the Philippines. Many traditional dances were designed to thank the gods for natural and agricultural events, such as rain and harvests. The dances were performed during festivals and remembrances of past military victories, and still are performed at celebrations of births and weddings in modern times. Many modern folk dance festivals still feature ancient dances performed in costume of the tribal period of the Philippines. Some dances such as the Palok and the Lumagen are performed with traditional percussion instruments such as the gangsa (a small copper gong), a tobtob (brass gong) or a hibat (a gong played with a soft wooden stick). For many tribal dances there are no external musicians; the dancers generate their own accompaniment with stomping and hand clapping. Later Dances in Philippine History More recent dances done in the Philippines derive from historical events such as the arrival of the Spaniards in the 16th century and the conflicts with the Moors. While certain words and movements from those cultures have been integrated into the dances, the Filipino dance genre remains true to its ancient tradition and roots. * Touch: Bring your free foot to your lead foot, then touch the floor without taking a step or putting weight on the free foot. * Toe: Touch the toe of the free foot to the floor without shifting weight to the free foot. * Heel: Extend the free foot forward, then touch the back of your heel to the floor without putting weight on your heel. * Tap: Touch the floor with a sharp motion with your free foot, but do not take a step or put weight on the free foot. * Stamp: Stomp the flat of your free foot on the floor, but do not put weight on the free foot. Noise can vary based on the type of shoe you’re wearing and the type of floor. * Point: Extend the free foot forward or backward and touch your toe to the floor. The ankle should be stretched and the instep arched. Do not step or put weight on the free foot. * Press: Step forward with your free foot, putting partial weight on the ball of your foot. Your supporting leg should be straight and your pressed leg (free foot) is bent with some pressure (partial weight) on the floor. Your body should be leaned forward just a bit. * Brush: Touch the toe of your free foot to the floor, then move it a short distance toward the supporting foot or move it against the supporting foot, but do not put weight on it. * Draw: Touch the toe of your free foot to the floor far from your supporting foot, then move it toward your supporting foot without putting weight on it. * Drag: Stretch your body up, then touch your toe to the floor far from your supporting foot and move it toward your supporting foot without putting weight on it. * Flare: Sweep your free foot in an arc, making sure to keep your toe in contact with the floor without putting weight on it. First position- raises arms to a circle in front of the chest. Second position – open up arms sideward, raised below shoulder level with a graceful curve. Third position – raise one arm overhead while other arm remains in 2nd position. Fourth position – raise one arm in front of chest in a half circle, while one arm remains overhead. Fifth position – raise both arms overhead in a graceful curve. Feet Positions: First position – bring heels close to touch; toes apart. Second position – bring feet apart sideward. Third position – bring the heel of one foot to touch the instep of the other foot. Fourth position – bring one foot in front of the other foot to walk strike. Fifth position – bring the heel of one foot to touch the toe of the other. 3/4 plain polka waltz sway balance with raise mincing redoba three steps and point mazurka cross waltz plain waltz 2/4 Touch Step Step Point Close Step Slide Step Step Swing Step Hop SUBLI Subli is the dance portion of a devotion performed in honor of the Mahal na Poong Santa Cruz, a large crucifix of anubing wood with the face of the sun in silver at the center. The icon was discovered in the early decades of Spanish rule in what is now the town of Alitagtag, Batangas. It is the patron of many towns in the area, notably the ancient town of Bauan, Batangas. The subli consists of a long sequence of prayers in verse, songs, and dances, performed in a fixed sequence. The verse recounts the first journey of the early manunubli ( subli performer)through the fields, hills, and rivers of Batangas in search of the miraculous cross. Sections of verse are sung to a fixed punto or skeletal melody, which may be elaborated on in a different way by a different subli troupe. About five of these punto are used in a complete subli performance. These sections may be divided further into various fixed dance patterns involving one, two or eight pairs of men and women. These numbers seem to be the norm in Bauan, although other towns may have formations involving three pairs at a time. The stances, gestures, and movements of the male dancers are freewheeling and dramatic, consisting of leaping, striking the ground with kalaste (wooden bamboo clappers held in both hands), and other movements suggesting the martial arts. The women circle on half-toe, performing the talik (small refined gestures with wrists and fingers), their fingers grazing the small-brimmed hats and alampay (triangular scarf worn loosely over the shoulder)that are the essential parts of their costume. They dance and sing, to the rhythm beaten out by a stick on the tugtugan, a goblet-shaped, footed drum of langka wood with a head made of iguana skin. -E.R. Mirano

Computing and Programming with MATLAB Essay Example | Topics and Well Written Essays - 1000 words

Computing and Programming with MATLAB - Essay Example In these review we shall investigate two scenarios are, one of linear horizontal motion and that of linear vertical acceleration. In traveling through air, the beetle will experience upwards and gravitational force acting downwards. Therefore to estimate the final velocity of the beetle we need to incorporate the drag force due to air resistance and also the gravitational component of the velocity, for the beetle to fall one mile below until it touches the ground. Velocity of the Porsche is easy to determine by empirical and mathematical equations of linear motion. In solving for the freefall velocity of the beetle, we shall make use of the MATLAB high level programming language, which will assist us to compute and display the results. MATLAB programs work hand in hand with various softwares related to programming languages such as JAVA, C++, FORTRAN python, including other windows compatible applications. In these review we shall design for a MATLAB program to calculate the travel t ime and velocity of two vehicles one moving horizontally while the other moving vertically downwards to cover a distance of one mile (1609m) In order to achieve maximum retardation, we shall now cause the beetle to fall flat on the wheels exposing maximum area to air resistance; hence the drag force will be highest consequently reducing the velocity of fall. In order to launch this program starts up, we need to initially enter the time and distance for the Porsche to cover the one-mile stretch .we shall then allow MATLAB to calculate the velocity as a function of the two variables. We shall then calculate the drag force by use of the formulae available for both minimum and maximum conditions that is when the beetle falls nosedive or flat on to the wheels. It is now possible to calculate the mean velocity of free fall using drag force, mass of beetle, and gravitational acceleration given by application of

Compare and contrast the approaches to the learning and teaching in Essay

Compare and contrast the approaches to the learning and teaching in the early years utilised by Montessori with the EYFS - Essay Example She came to believe that with special educational treatment, their condition could be improved. Inspired by this new idea of pedagogy, she devoted herself to the teaching of defective children. Gradually, she began to realise that the methods she was using had nothing in them peculiarly limited to the instruction of the retarded. On the contrary, they contained educational principles more rational than those generally in use. She says, â€Å"This feeling, so deep as to be of the nature of an intuition, became my controlling idea. I became convinced that similar methods applied to normal children would develop and set free their personality in a marvellous and superior way.† Thus developed the Montessori Method, the educational system devised by Madame Montessori and which has undergone a process of birth, death and re-birth. In the last few years, innumerable books, magazines and newspaper articles have appeared in many parts of the world, singing the praises of Madame Montess ori. As a matter of fsct, a whole ‘Montessori Mystique’ has come into being. New theories have developed leading to new methods for pre-school education in different parts of the world. However, they are either adaptations of the Montessori Method, or deviations in some respect, yet, rooted somewhere in the Montessori Method. One such scheme operating in U.K. is the Early Years Foundation Stage (EYFS). Theory and principles: Montessori was not a theoretician in the true sense. Montessori education is based on an empirical experiment with children in concrete life situations. Madame Montessori was so struck by what she observed that she never felt the need to build up an abstract theoretical system. More important to her were not the theories but the child itself and the revelations of its spontaneous behaviour which touched her so profoundly that she devoted the rest of her life to provide him such conditions

Vulnerable Population and Self-Awareness Paper Essay

Vulnerable Population and Self-Awareness Paper - Essay Example This impairs their quality of life by decreasing their subjective health and increasing depressive symptoms. Loneliness among widows could lead to cognitive decline and increased need to use health services available to them. This paper applies criteria in selecting a vulnerable population, studying the population’s demographics and reflecting on personal attitudes and values towards that population. There are over 13.7 million widowed individuals in the United States, with over 11 million of this number being women (Jenkins, 2009). Female survivors have outdistanced the men by an increasingly widening margin with women now representative of eighty percent of the population of widows in the US. In 1940, there were approximately twice as many widows as there were widowers, with this ratio climbing to 4:1 and expected to continue rising in the future. Several factors can explain this disparity between the two sexes. First, women have a longer lifespan compared to men with women living into their advanced years more than men do. Second, most men will marry women who are younger than they are, which increases their probability of outliving their spouse. Thirdly, widowers tend to remarry more than their female counterparts do; therefore, men tend to leave widowhood more than women do. 65% of women aged 65 and above are widowed, which reflects their greater life expectancy (Jenkins, 2009). Widows also undergo longer periods of grieving accompanied by feelings of guilt and retrospection of a past relationship mistakes. Before the demographic research, my view of widows was one of grief and loneliness. It seemed me that they were, in too much grief, to reconsider marriage due to their attachment to their late husbands or even out of respect to their children and the memories that they held of their late father. It also seemed that widows complained all the time, especially when in public. This was especially so with elderly widows who came to social meets by the mselves. I thought that they had no more reason to complain than widowers did, some of whom I knew personally to be very affable characters. However, after this demographic study, it is now clear that widows have very limited chances of remarrying. Despite their loneliness and want for companionship, by the time they get to 65, there are very few men available for re-marriage. The emotional loneliness that they experience is a subjective response to lack of intimate and close attachment. When they lose their husband, who was an intimate attachment, their identity becomes impaired since they have no one to foster a feeling of security, which leaves them in a state of isolation and aloneness. The demographic study also brought me closer to their social isolation. Whereas I thought they were socially isolated because of unending grief, it became clear that this was caused by lack of a social networks, or even dissatisfaction with their present social network. A lack of social integrati on makes them feel that they do not have friends. Social researchers feel that social isolation is can be measured by contacts and integration the widow has with the surrounding social environment (Owen, 2009). Healthcare professionals are in good positions of helping the elderly women suffering from loneliness, which in turn, leads to suffering from health problems. However,

Is Utility consistent with Justice Essay Example | Topics and Well Written Essays - 1750 words

Is Utility consistent with Justice - Essay Example ssary to differentiate Mill’s definition and perspective of utility and justice from other definition and perspective of the word to make the answer of the question â€Å"Is Utility consistent with ‘Justice’?† to be consistent as intended by John Stuart Mill and understand that indeed utility is consistent with justice. Utility or utilitarianism and justice is a philosophical and social construct defined by many philosophers and social thinkers. Utility or utilitarianism itself was not an exclusive idea of Mill but was also shared by Jeremy Bentham. Bentham first gave the idea of utilitarianism in his introduction to the Principles of Morals and Legislation in 1789. In his introduction, he proposed the â€Å"principle of utility† which later evolved and popularized as â€Å"the greatest happiness principle† as also adopted by Mills as the ideal guidelines in making decisions involving individual and society as a whole quoting â€Å"By the principle of utility is meant that principle which approves or disapproves of every action whatsoever, according to the tendency which it appears to have to augment or diminish the happiness of the party whose interest is in question1†. The â€Å"principle of utility is [also] open to the objection that it may well sacrifice the rights of the minority for the sake of the happiness of the majority2†.  It follows then that Mill entertains the idea of expedience in his idea about utility for the sake of the happiness of the majority. John Stuart Mill did not only subscribed to this idea of Bentham but expanded its meaning as a collective nomenclature for society’s social utility which is necessary in fostering and protecting human liberty3 . Mill recognizes that there exists a possible conflict between utility and justice and that it has always been â€Å"one of the strongest obstacles4† for utilitarianism to become totally acceptable. To reconcile this conflict, Mill proposes to approach the problem through a conceptual

Evaluation of an international business organisation Essay

Evaluation of an international business organisation - Essay Example Fairness, honesty, and thinking on long terms are the fundamentals of the Nestle Company. The Research & Development of the company is the largest of any other food company in the world (Nestle is, 2012). The foods and beverages products of the company include almost every product needed by consumers providing them with the essence of both taste and health. These include products of baby foods, bottled water, cereals, chocolates, confectionaries, coffee, culinary, dairy, drinks, healthcare nutrition, as well as pet care and other products of foods (Our Brands, 2012). The company had started its operations in Swiss but has now spread to almost every country in the world that reflects its global presence (Global Presence, 2012). This particular study focuses on the learning of the company’s key resources and capabilities, the core competencies of the company that lead to competitive advantages, as well as the changes in the external environment of the company that might affect the company’s competencies. Nestle’s key resources have been obtained to be its Research & Development, the Human Resources and the Working Team at the company. The company has facilities for research, development and technology in around 29 countries in the world, making its R&D the largest among any other food company across the world. All the resources of R&D are brought together by the company thus being capable of providing its consumers with food solutions that are safe and reflect quality. The products are quickly and efficiently launched in the market with accordance to all regulatory measures that are necessary (Our Vision, 2012). The human resources team working in the company represents a complete business team focused on the strategic measures of the company and the successful implementation of them by the employees and every department associated with the

HR Training and Development #3 Essay Example | Topics and Well Written Essays - 500 words

HR Training and Development #3 - Essay Example The five categories of learning proposed by Robert Gagne are: Verbal information, Intellectual Skills, Cognitive Strategies, Attitude and Motor Skills.(Gagne, 1985) Each outcome of learning is vital for successful performance. According to Gagne, each of the categories leads to a different class of human performance. (Gagne and Briggs, 1992) The situation and the required skill-set to complete a task are the issues that determine the capability that should be given top priority. However, keeping the organization's mission and its people strategy, imparting Intellectual Skills acquires greater prominence than all the other four. Intellectual Skills play a major role as they deal with knowing how to do a particular thing, using the powers of discrimination, concrete and defined concepts, and higher order rules. It is the ability to combine several simple rules into a complex rule to do something. () In fact, it is the core problem solving ability. It helps Abbott maintaining its distinct position in the market. It also helps integrating employees with the values and culture of the organization.

Pharmaceuticals and Herbs Research Paper Example | Topics and Well Written Essays - 3750 words

Pharmaceuticals and Herbs - Research Paper Example 7 vi. Use of Cannabis as medicinal herb by different cultures†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 8 3. Pharmaceutical drugs in a culture †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 9 4. How pharmaceutical drugs and culture interrelate†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦11 5. Conclusion †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.13 Pharmaceuticals and Herbs Introduction Pharmaceuticals and herbal medicines might take different approaches to healing. However, that does not mean that they can not have a combined excellence. Most modern herbalists accept that pharmaceuticals are most effective in emergency periods. For instance, it works well where a patient is experiencing acute heart attack that poses imminent danger. Conse quently, pharmaceuticals might have very grave implications on the body. This evidence and experience is supported by chemotherapy patients. On the other side, herbal medicine might be more beneficial particularly in recovery and prevention since it helps to improve the immunity and offers nutritional advantages that pharmaceuticals lack. This paper therefore aims at examine how culture has impacted the development of pharmaceutical drugs. ... Cultural belief observes that diseases are more likely to invade the body of a person who has negative thinking, or lives an unhealthy lifestyle. This cultural observation is true and is supported by scientific reports on mental disorders. According to Native American healers inherited conditions, such as birth defects, are as a result of immorality and lifestyles of the parents therefore and as such are not easily treated. There are many types of cultural healing practices, and they are so forth advocated as to help with a variety of illnesses. Some of the most common aspects of cultural healing include the use of herbal remedies, purifying rituals, shamanism, and symbolic healing rituals to treat illnesses of both the body and spirit. Herbal remedies are used to treat various physical conditions. Practitioners of herbal medicine use cleansing and purifying rituals to the body and set up the person for healing. This idea and approach is also practiced by pharmaceuticals but might ha ve it observed differently to prepare patients for treatment. For instance, pharmaceuticals use laboratory-tested purifiers to cleanse and prepare patients. Native Americans use of herbs in medicine According to studies, scientific and cultural Native American healing has been in use in North America for a period of over 40,000 years. It evidently has roots in common with different cultures like the ancient Chinese and Ayurvedic traditions (Zimmerman 63). However, it has also been necessitated by the natural environment which Native Americans settled upon, the nature, plants, and animals around them. There are various cultural Native American healing practices. This is because there are varied cultures and

GO-GO Gadgets Coursework Example | Topics and Well Written Essays - 1500 words

GO-GO Gadgets - Coursework Example The company was established in the year 1976 by the legendary Steve Jobs, Steve Wozniak and Ronald Wayne (Apple, 2011). The company went public in the year 1976 and is presently ranked as the topmost brand in the Fortune magazine’s list of top 50 brands in 2011 (CNN Money, 2011). The iPad 2 is a multi user product that can be used by working professionals as a substitute for notebooks as well as by individuals for entertainment purposes that includes watching TV surfing the internet and performing multiple functions that are being done by the computers. The iPad 2 has advanced graphics that enables high definition graphics. It can also be used to play games view and modify photographs and pictures as well as VOIP services. In addition to the innovative product features of iPad 1, the new product would be 33 percent thinner and would be lighter by about 15 percent. The product would also have dual core A5 micro chip that would enable faster browsing and greater speeds for the device. All these features would come up with a battery life of ten hours. In addition the iPad 2 would also have two cameras that would enable video conferencing between two people and also enable capture of high definition images. The new smart cover on the device is something that is never seen before in any device with the cover being extremely compatible and would also automatically enable and disable the sleep mode by being opened and covered respectively. He cover can also be folded to make it up as a stand for the iPad while being in use. All these features largely hold the promise of making it a new revolution ushered by the company (Apple-a, 2011). The new version of the iPad draws its competitive advantage from the aspect of being compatible to high end graphics as well as from the increased speed and robustness of the product owing to the use of dual core A5 processor that would enhance its

Do Woman Make Better Leaders Essay Example for Free

Do Woman Make Better Leaders Essay However, when women leaders are putting glorious greatly, they need to sacrifice their parts of life to earn such a success. Mostly, they need to work overnight and hard like their male fellows, they are single or divorced, and they may need to take care of both of their career and children. Actually, female leaders are facing some practical problems in their emotion, career and family. Many females are suffering in balancing these factors. Do women make better leader than men? Or specifically, are women playing a better role in managers? What are issues women leaders facing? In order to solve these problems and leave no doubt, I write this essay to analyze this topic. 2. 1 Leadership According to the professional definition, â€Å"leadership is the process of influencing an organized group toward accomplishing its goals. †(Roach Behling, 1984) There are certain basic qualities or characteristics that most people associate with leadership, such as self-confidence, persistent, integrity, ambitious and determination. People would agree that who own these qualities can be labeled as â€Å"leaders†. However, it is usually hard to recognize a proper leader with a standard measurement. Human traits are quantized immeasurable. In daily works, a good leader is normally judged by people he or she leads. Unfortunately, these opinions are always subjective and biased. Work performances may consider being comparable. However, in reality, only similar works can provide comparable performance results which limit the number of comparable cases. Insufficient parameters cannot provide a reliable analysis. Due to these difficulties, this essay will compare female and male leaders in other factors which are not specialized and quantized for leaders but also providing references for good leaders. These factors include effectiveness, intelligence and attitude which compare leaders in the aspects of performances; psychical and psychological; values and reliability, respectively. Before comparison and analyzing, it is more reasonable to realize the current situation about gender and leadership which will also give readers a general idea. 2. 2 Men are still the major force in leaders Actually, majority of world still consider that domination of power is in man’s hand, though women leaders are increasing rapidly recent years. As statistics show, woman account for 51 percent of population and 46. 5 percent of labor force while their numbers in manage level are negligible. In fact, in more powerful positions, women only account for 7. 3 percent of Fortune 500 corporate line officers; only 4. 1 percent of top earners are women. (Catalyst, 2001) The true situation is like what Oakley ,J. G. said,† The overall percentage of women on corporate boards surpassed the 10% milestone for the first time in 1996, however, 105 out of the 500 companies surveyed still had no women on their boards. †(Oakley, 2000; Dobrsynski, 1996) In making such a males’ world, social and environment factors play critical roles. Traditionally, women are told to be less competitive and ambitious when they are still girls, when they start their careers, mostly, environment and themselves keep suggesting them to be more unleader-like and docile. This attitude is formed in a long period and by surrounding environment, and it actually becomes part of female’s character. Attitude toward leadership is stronger predictor of leader emergence than masculinity. (Kolb, 1999) This theory is even more reasonable when biology theory is abandoned. Generally, majority of leaders is still male , the roles that women are told to play and attitudes they are suggested to own is signaling to be â€Å"second class†. 2. 3 Woman leaders show great potential It is undoubtedly men are traditionally leaders in the society; nevertheless, women are catching up in an amazing speed. Especially in recent years, woman leaders are showing their great power. In a long period before, people believe that women lack of managerial skills and they define it as â€Å"female deficiencies† as a reason why few women have made it to the top. Steven, Lynda and Joanne, 2003) However, many professors have proved the irrationality of this stereotypical concept, Davidson and Burke (DavidsonBurke,1994) have contended that almost all the evidence shows little or few difference in the traits and abilities of managerial skills among women and men. Furthermore, Ferrario(Ferrario,1994), Carless(Carless,1998) and Komives (Komives,1991) have studied and p roved that gender does not determine who should get the leadership. According to above statements, it is easy to realize that gender is not physical or psychical obstacle for female leaders. Moreover, Kent and Moss suggested the possession of feminine characteristics does not decrease an individual’s chances of emerging as a leader as long as the individual also possesses masculine characteristics. If women are more likely to be androgynous, they may have better chance of rising to leadership status. (Kent and Moss, 1994) Kent and Moss’ words can be explained related to women’s own characteristic. Normally, women are more approachable and modest. The advantage is obvious above; male leaders cannot combine female’s good personalities which will be considered to be sissy while females will treat androgynous as a merit which show their potential. So, in some kinds of careers which require managers to be more mild and communicative, such as teachers and nurses, woman leaders are more preferred. To sum up, women’s characteristic advantage is seen as particularly important in light of the trends toward flatter organizations, team-based management and increased globalization. Oakley,2000; Adler,1993;Rosener,1995) Undoubtedly, woman leaders have predominance in some specific works than man leaders 2. 4 Gender and the leadership 2. 4. 1 Intelligence comparison Intelligence is defined by Cronbach as a person’s all-around effectiveness in activities directed by thinking. (Cronbach, 1984) Intelligence can divide in two parts, academic intelligence and emotional intell igence. In the aspect of academic intelligence, it is well accepted that there is no difference in academic intelligence between men and women. Furthermore, people with high academic intelligence don’t mean they are good leaders. Obviously, traditional view about intelligence is quite narrow. Current research has denied the theory of IQ as the only measure of intelligence. In 1920 Thorndike hypothesized that true intelligence was composed of not only an academic component, but also emotional and social components. (Barbara Shilpa, 2003) Bar-on argued that emotional and social intelligences were better predictors of success in life. (Bar-on, 1997) According to Barbara Shilpa’s statistic analysis, the mean transformational leadership score of females and males are roughly the same (65. 21 and 63. 31 respectively). The mean emotional intelligence score for females was higher than the mean emotional intelligence score for females (109. 58 and 98. 31 respectively). (Barbara Shilpa, 2003) Although the results of the current study suggest that females have scored higher than males in emotional intelligence, it is possible that women as compared to men scored higher on empathy or social skills and low on motivation or self-regulation. However , male and female’s leadership score is very close which can prove that different genders have differences in EQ, but no capability difference in leadership. To sum up, there is no specific gender difference in academic intelligence. Females have a higher score in emotional intelligence and males have an equally emotional leadership score with females. 2. 4. 2 Attitude comparison Attitude means a general and enduring positive or negative feeling about some person, object or issue. (Kalliath, 2010) Normally, we divide attitude in two parts, one is the affective component, and the other one is the behavioral component. Actually, leadership is affected by attitudes in the sense that a leader’s attitude about their subordinates is dictated by theories X and Y. Theory X in the simplicity means leaders view their subordinates as pessimistic. They believe that the best way to treat subordinates is by manipulating for they think subordinates are lazy and unmotivated. Theory Y thinks oppositely, leaders of theory Y feel that most people are motivated and afraid of punishment. (Kalliath, 2010) Normally, leaders with a positive self-concept and a Theory X philosophy tend to be bossy, pushy and impatient; they also generally take on a dictatorial leadership. Leaders with a negative self-concept and a Theory Y philosophy may seem afraid to make decisions and self-blaming. Hughes, Ginnett Curphy, 1993) Related to above apart, women’s attitude is an obstacle for their leadership. This disadvantage is caused by environmental and cultural factors. All stereotyping views towards woman will affect them when they are becoming leaders. However, according to theory X and Y, they generally talk about two types of leaders. It can be seen that gender is not the major factor in attitude. To sum up, woman leaders are normally have more problems in their attitude and valuation than their man opponents. 2. 4. 4 Effectiveness comparison Effectiveness is understood in terms of leaders’ facilitation of a group or rganization’s ability to meet its goals. (Hunt, 1991; Mumford, 1986) It is stated that there is no difference in effectiveness, although some situations favor women and others favor men. (Powell, 1993)However, some people point out that female leaders may be less effective when they are doing stereotypically masculine jobs. It is easy to understand that women may violate conventions concerning appropriate female behavior. Female leaders will be subjected prejudiced reactions, which included biased performance evaluations and negative preconceptions about future performance. Consistent with research on self-fulfilling prophecies (Geis, 1993), negative opinion towards women’s leadership can diminish their performance. Even though, some professors argue that role conflict for female leaders might also be minimized by adopting a relatively feminine leadership style that would meet people’s traditional expectations about female behavior. (Eaglly, Makhijiani, Klonsky, 1992) They assert that it is unfair to value the effectiveness in leadership roles that are rarely occupied by women and in which most of their evaluators are male. (Eaglly, Makhijiani, Klonsky, 1995) In order to analyze this issue, two perspectives are introduced: alternative perspective and contingency theory based perspective. As a matter of fact, alternative perspective also have two parts, the first one is a structure view suggests that men and women are equally effective in leadership. (House, 1991Hunt, 1991) Another alternative view takes into account the different selection of men and woman for leadership. Besides gender equality opinion, it also points out that women may be superior performers, especially in the longer run as they may erode negative thinking about their work. Craig Jacobs, 1985) The second perspective is of contingency theories of leadership, suggests that leaders’ effectiveness depends on their style of leading. (Bass, 1990) It focuses more in the aspect of leadership style. It insists that effectiveness of different gender is related to corresponding factors in leadership methods, not gender. In a word, although male leaders are considered more e ffective in traditional masculine jobs, female leaders are more effective than males in less masculine terms. Effectiveness is a reliable proof of the woman leadership is not worse than man leadership. Although some people still believe woman leaders are using some inefficient management methods when they are most in masculine works. It can be expected that females will fare at least as well as men in an increasing range of leadership and managerial roles. 3. Conclusion From the days of old to the modern world, people who have the opinion that men are born to lead and women should serve as followers are out of date. No one can deny the gender equality in the current society. Leaders are no longer the exclusive privilege for men, but also for excellent females. We start to realize the importance of analyzing this topic and have taken a close look at some of the most basic qualities needed in a successful leader, such as attitude, intelligence and effectiveness. While some qualities seem to be more present in males than females, such as attitude, there are still many females owning the necessary characteristics to be better leaders, such as effectiveness in feminization jobs. This essay collects studies that analyzed leadership under rigorous researches and we have also taken a close look at some of the more recent studies on this topic.

Objectives of Career Counselling

Objectives of Career Counselling An objective of career counseling is to offer an individual the opportunity to begin looking on the domain of a career which makes the most out of an individual and best suited. The outcome would recommend awareness to the different employments which one may like. The sort of things that is important to individual, and the sorts of abilities for which a client have talent or ability. Moreover, comes about will propose some profession objectives and occupations that a counselee may need to research further. The key purpose of assessment of a councilor is to recognize the clients point of view objectives, motivation, behind instructive, mental, and career evaluation. A councilor needs to comprehend a clients family; individual, social life of a counselee would be mulled over. Appraisal instruments are utilized as method for giving connections to learning mediations. Subjective evaluation endeavors to achieve the exactness and soundness of the customers data framework and to recognize the customers center objectives and broken or implausible methods to achieve objectives. Convictions and practices that regularly cause issues are assessed by utilizing a stock intended for this reason. Personal assessment is a deliberate methodology to assembling data about people. This data is utilized to make job or profession related choices about candidates and employees. This assessment helps the councilor to see the client as holistic Individual evaluation instruments are to evaluate level of institutionalization, objectivity, and the nature of being measurable in an appraisal. However evaluation devices and methods fluctuate extraordinarily on these variables. Synergistically overseeing and deciphering formal or casual evaluations to help customers illuminate and tag pertinent qualities toward oneself. Career assessments this can be utilized to evaluate the aptitudes based of a customer and immediate him to a vocation where it is beneficially utilized. This will help clients to improved employment fulfillment and monetary profits. To accomplish this guide must be mindful of the sort of aptitudes needed in an assortment of callings. Instructors are required to furnish customers with individual assessment of managing and interpreting tests. A professional counselor needs to be acclimated with the utilization of moral principles as a technique for controlling the nature of administration gave by their preparation, securing the customer and making safe situations is fundamental. Councilor ought to make relationship of trust, openness and trustworthiness with customers. Consequently the instructors principle inspiration ought not to be that of fiscal, monetary and kind prizes. His fundamental drive would be the enthusiasm to the determination of the customers issues. Guide ought to in the last dissection assume full liability of clinical and remedial choices in their work with customers. Individual advising capabilities is viewed as fundamental to viable profession guiding. A councilor ought to secure and keep up gainful individual associations with people. Work together with client’s in recognizing individual objectives. Select methods suitable to clients objectives and needs, mental states, and formative undertakings. Comprehend clients close to home attributes identified with vocation. Recognize and comprehend social relevant conditions influencing customers professions. Client’s subcultural, social structures and capacities as they are identified with customers vocations. This comprehends customers profession choice making methodologies. Client’s mentality to work and laborers. Recognize and comprehend client’s inclinations to work and laborers focused around sexual orientation, race, and social generalizations. Challenge and urge client to make a move to get ready for and start part moves by finding wellsprings of significant data and experience, getting and translating data and encounters, and procuring abilities required to make part moves Help the client to secure a set of employability and employment seek abilities. Help and test client to inspect all consuming purpose parts, including the parity of work, recreation, family, and group in their professions. Moral choices that are unequivocally underpinned by one or a greater amount of these standards without any disagreement from others may be viewed as sensibly decently established. Be that as it may, specialists will experience circumstances in which it is difficult to accommodate all the appropriate standards and picking between standards may be needed. A choice or blueprint does not so much get to be unscrupulous simply in light of the fact that it is combative or different specialists would have arrived at distinctive conclusions in comparable circumstances. A professionals commitment is to consider all the applicable circumstances with as much give a second thought as is sensibly conceivable and to be properly responsible for choices made. Being dependable regarding the trust put in the expert additionally alluded to as loyalty. It is also viewed as principal to understanding and determining moral issues. Professionals who receive this standard demonstration as per the trust put in them, strive to guarantee that client’s desires are ones that have sensible prospects of being met, honor their assertions and guarantees see privacy as a commitment emerging from the customers trust; confine any exposure of secret data about customers to assisting the reasons for which it was initially revealed. The experts close to home good qualities are absolutely critical to customers. A hefty portion of the individual qualities considered vital in the procurement of administrations have a moral or good segment and are consequently considered as temperance’s or great individual qualities. It is unseemly to endorse that all specialists have these qualities, since it is principal that these individual qualities are profoundly established in the individual. The first interview is when counselors have the first contact with individual clients to collect basic data and register clients for services. Counselors need to establish a positive and collaborative relationship with clients at this early stage and identify the purpose of client in seeking the services. Firstly needs assessment and profiling. In this procedure guides work with client to do two fundamental things. In the first place, needs evaluation advisors lead a top to bottom needs appraisal meeting with every individual customer to distinguish his/her livelihood and directing needs, vocation objective, or job challenges on account of unemployed customers. At that point, customers are profiled for vocation hobbies and abilities. Guides likewise survey customers identity, job readiness, profession development, capacity to keep work, and so forth, utilizing evaluation instruments and percept uncertainty. (Ethical Framework for Good Practice in Counseling and Psychotherapy February 1, 2010)

Strategies That The Proponents Plan To Execute Marketing Essay

Strategies That The Proponents Plan To Execute Marketing Essay This chapter will include a clear discussion on the marketing strategies that the proponents plan to execute for the first 5 years of business operation in Singapore. Specific marketing strategies that include SMART objectives will be used to acquire the desired market share. It will also include the specific target market and positioning statement of the proposed product. Specific Target Market The proponents have decided to target the age group of male and female18 years old and above in the whole country of Singapore. Based on our GMID research, this age group accounts for more than 3.6 million of the total population in year 2010 and it is forecasted to increase to more than 4 million in year 2015. Singaporeans give much importance to their health. They become increasingly health-conscious, as expenditure in health sector remain strong the more this sector is viewed with high importance. Aside from ageing population of Singaporeans, it is also becoming a trend to the young generation (18 years old and above) to practice living healthily through taking health supplements and doing other health and wellness activities. The age group (18 yrs old and above) lives a busy lifestyle. They are active in different activities and are more prone in acquiring diseases. Trends in taking health supplements are now shifting to bigger target consumers. Children are now also advised by their parents to take food supplements especially those who are entering the real world industry. This is due to the fact that parents worry that their children are not getting enough nutrients because of the hectic lifestyle today. Competitive Review Cerebos Pacific Ltd Due to the companys dominance in vitamins and dietary supplements, Cerebos Pacific Ltd was ranked first with a value share of 5% in 2009 within overall consumer healthcare. This was mainly because the brand name became the first choice of the consumers. The market started to purchase their product because the company was able to establish good reputation among their consumers in providing quality products. In addition, its wide range of products catering to consumers from the young to the elderly contributed to its success in vitamins and dietary supplements. Cerebos Pacific Ltd positions itself in the high-end of the product categories. The establishment of its brands ensures that consumers remain willing to purchase their products. Strategies: Product Line Innovation Cerebos Pacific Ltd continues allot time and money to introduce innovative products to meet consumers demands. The company has research and development laboratory located in Singapore for product innovation purposes. In mid 2009, the company introduces Brands InnerShine Prune Essence to provide consumers with a liquid supplement that has both beauty and digestive benefits. Due to expansion of product line and product development, the company was able to gain more profit. They were able to cater bigger market and able to meet the demands of the consumers. This strategy was very effective because it gave positive outcomes in terms of profits and market. Extensive Advertising Cerebos Pacific Asia Ltd relied heavily on extensive advertising. The company does not target only the elderly but the young generation as well. To appeal to the younger generation, the company made MTV video jockey. The company also revamped the packaging of its child-specific vitamins and dietary supplements and renamed it to Brands AlphaMynd. The company believes this will enable them capture the taste of young generation because of its appealing packaging. Ricola Asia Pacific Ltd RAP is a well-known company because they produce products that are made from 100% natural herbs. The company uses the finest natural ingredients and is well known for soothing, refreshing and good tasting properties. Ricola is paying great attention to the selection of where and how the herbs for its products are to be grown. The company promotes natural cultivation in Swiss mountain areas, in good distance from major roads and agglomerations. Source: http://www.ricola.com/index.cfm?420FE8BA7A614BCA820514D4818D1042 Strategies: Good Taste Ricola Asia Pacific Ltd is well-known for producing herbal products are that refreshing and good in taste. The company in fact won the Best Taste Award in 2008 which proves that Ricola herbal products are unique and good in flavor. For after nearly 70 years, Ricolas Original Herb Candies have remained unchanged, as good as they always were: hard and slightly rough on the outside, wonderfully mild and delicious inside. Ricola has been blending 13 precious medicinal herbs from Switzerland with the same delicious recipe. The mix is particularly effective for colds, coughs and hoarseness, always refreshing and has that fabulous, unique flavour. Focus on health Ricola Asia Pacific Ltd is known for producing herbal products that are made from 100% natural ingredients. For the past 70 years, the company has emphasized all natural and good health in its marketing campaigns. Ricola emphasized to their consumers that the company uses only herbs that comes from natural cultivation and healthy to human body. Comes in convenient packs Ricola offer their products in convenient packs. The company wanted to promote herbal products to be a daily use to the consumers. The company introduced the convenient click-shut box pack that fits any pocket and is ideal for travelling. With this strategy, the company emphasized in their marketing campaign Never be without your favourite Ricola candies again and enjoy the smooth, soothing flavour of natural mountain herbs in a variety of selected flavours wherever you are. Positioning Statement Tagline : ZILI Plus: Spice your life, the healthy way! Catchy taglines act as an edgy marketing tool in defining the business and product. The proponents have decided to use ZILI Plus: Spice your life, the healthy way as the tagline for the proposed product. This gives the target market the idea that our product is all about health. ZILI Plus is a food supplement made from all natural cayenne pepper. Cayenne pepper is one of the most powerful herbs in the world because of its benefit to human body. It is made out of vegetable capsules which has the highest concentration of Capsaicin among other pepper herbs. Capsaicin found in cayenne pepper contains Vitamins A, B, C and K. It stimulates blood circulation and digestion and contributes significantly to a healthy heart and strong peripheral circulation. Market Positioning: Health and dietary supplements with 3 powerful health benefits in one capsule The market positioning statement states how the proponents want the public to perceive the proposed product. In this case, we want the public particularly Singaporeans to view our product as a health and dietary supplement which differs from other products due to the three benefits that it offers healthy heart, stimulates digestion and healthy blood circulation. Marketing Objectives and Strategies FIRST YEAR OPERATION: 2012 Product Strategy Objective To be able to introduce and launch ZILI Plus in Singapore in the first term of year 2012 To create brand awareness among majority of our target market which are male and female ages 18 and above in Singapore by the end of year 2012 Product Description: ZILI Plus is made from all natural cayenne peppers. Cayenne peppers contain capsaicin compound which is used to stimulate blood circulation and digestion. The proposed product serves as a food supplement which can be used to prevent diseases related to heart, digestive and circulatory system. It contains highly concentrated capsaicin found in no other herbal products; Used in cleansing the digestive tract and helps peripheral blood circulation. Unique Selling Proposition: Three health benefits in just one capsule For healthy heart, stimulates digestion and healthy circulation Strategy: ZILI Plus is not just ordinary food supplement. It is 100% herbal product. It is made from all natural grounded cayenne pepper. This product is not just designed for adults but also for young ones who also seeks to live a healthier lifestyle. Proponents want to change the thinking of people that herbal food supplements are only for by adults. Now, food supplements are taken not only by the adults but also by the teens. Joining the trade fairs The proponents will introduce ZILI Plus in Singapore through joining trade fairs in 2011, the year before the product will be launched. This will be able to help the company create brand awareness among majority of the potential customers in Singapore by the end of the year 2012. There are several trade fairs held in Singapore year after year and it includes health related fairs. Distribute flyers to the general public The proponents will instruct our potential distributors in Singapore to distribute the flyers to the public in the major streets and roads in Singapore. This will be able to increase brand awareness and let the public know that the proposed product is now available in the Singaporean market. Pricing Strategy Objective To be able to sell ZILI PLUS at a price of SGD 15 in Singapore Strategy: The proponents decided to use comparative pricing strategy during the first year operation in Singapore. Comparative pricing is a strategy where in the seller takes into account competitors pricing. For our case, the average price of 60 capsule health supplement bottle is sold at an average price of $15. Through this strategy, the competitors would be able to directly compete with the existing food supplements available in Singapore. Base from research, Singaporeans are quality based purchasers. They consider the quality and benefits that they will get from the product. They weigh the benefits offered by a certain product with another product before buying it. Export Sale Export Sale (PHP) (SGD) Factory price 163.2 4.8 FOB Manila cost 54.74 1.61 subtotal 217.94 6.41 Exporter mark up 50% 108.97 3.21 subtotal 326.91 9.62 Importer mark up (30%) 183.07 5.38 Final selling price 509.98 PHP 15.00 SGD Exchange Rate: As of March 6, 2011 1 SGD = 34 PHP Factory Price of product PHP SGD Direct Materials 40.8 1.2 Direct Labor 51 1.5 Factory Overhead 71.4 2.1 Product Cost 163.2 4.8 Place/Distribution Strategy Objective: To be able to maximize the availability of ZILI Plus in major health stores in Singapore from 2012 onwards Strategy: Terms of Distribution The proponents have decided to use indirect selling in distributing our product in the market. ZILI Plus will be exported to Singapore via Ship and FOB shipping point. The proposed product will be distributed to largest retailing stores in Singapore who will be selling it to market. This will able to create brand awareness to our target consumers thus expanding our market and increase sales. Illustration 6.1 Distribution Channels in Singapore Source: Trade Sources and Market Observations Small shops illustrated in the diagrams include family owned and operated organic food and health food businesses; some are single site operations, while others have multiple outlets. It also involves large chains of health food shops, pharmacies, personal care shops and specialist nutrition retailers. Pharmacies and health food shops located on the premises of Singapores hospitals are also classified under the small shops. GNC as distributor of ZILI Plus in Singapore Global Active Limited (GNC / General Nutrition Center) Global Active Limited is the leading retailer of Health and Nutritional Supplements in Singapore. The company strives to provide a complete range of nutritional products to its customers The popular brands that Global Active Limited offer includes LAC, NURTURE, EAS, Muscletech, Optimum Nutrition, GU Energy Gel, Nutrition Now, BSN, Cytosport, Pacific Health, Solaray, Lily of the Dessert, Rainbow Light, MHP and Natural Balance. Global Active Limited has the widest selections under categories such as Vitamins Minerals, Lifestyle Formulas, Weight Watchers, Food Supplements, Sports Nutrition, Herbal and Beauty Care. The company is the sole franchisee for GNC in Singapore. GNC is the worlds largest chain of health food and has 7,000 GNC stores worldwide. Have a total of 55 outlets currently operating in Singapore. Importer-Distributor-End User The proponents would like to use the importer-distributor/retailer-end user method of distribution during the first year of operation. The importer and distributor will serve as the intermediary between the proponents and the end user in Singapore. The proponents chose Global Active Limited to be the importer and distributor of our product to the end users. It is already assumed that these intermediaries will surely place a margin over the original price of the product. The proponents prefer to have Global Active Limited GNC to be the retailer of our product during our first year operation because of its long existence in the market. The company already established a name in the market and have gained the trust of the public. It is important for choose a retailer with good reputation because they will be the representation of what the product is all about. The company is known for selling only quality products at an affordable price. LIST OF GNC OUTLETS IN SINGAPORE [emailprotected] City Link Anchor Point Shopping Centre Centrepoint Ang Mo Kio Hub Chinatown point Arcade City Square Mall Bedok Central Clementi Central Bugis Junction Compass Point Bukit Merah Central Fuan IT Mall Bukit Panjang Plaza Great World City Bukit Timah Plaza Harbour Front Centre Chevron House Forum Hougang Mall IMM ION Orchard Guthria House Junction 8 Holland Viallage Jurong Point Guthrie House Liang Court Internationla Plaza Lot 1 Millenia Walk Nex Mall Novena Square NorthPoint Paragon Marina Square Parkway Parade Raffles City Suntec City Tampines Mall Takashimaya Tanglin Mall Tao Payoh Vivocity West Mall White Sand West Coast Plaza TRANSPORT TIME (MANILA PORT SINGAPORE PORT) Port of Loading : Manila, PH Port of Discharge : Singapore, SG Transport Time : 4 days and 2 hours Distance : 1373 nautical miles Vessel Speed : 14 knots Source:http://www.searates.com/reference/portdistance/?fcity1=11602fcity2=12117speed=14ccode=9030 Promotion Strategy Objective: To be able to acquire 0.5% of the total market share at the end of December 2012 Strategy: The proponents decided to use push strategy in promoting the proposed product to the distributors/retailers in Singapore. Distributors/retailers will then be the ones who will market our product to the end consumers. In our first year operation, GNC will be the distributor of ZILI Plus. Retailers/ Distributors, the medium to reach consumers/ end users are very important factor in distribution. Proponents must be able to convince them that the product will be a great opportunity for them to increase their profit. Once proponents are able to convince retailers/distributors that ZILI Plus will be beneficial for them, it will now be sold in their stores and it can reach the end users. Good reputation of GNC GNC has been existing in the market for quite some time. They are known for selling only quality health related products. They were able to gain the trust of the public through maintaining a good reputation and ensuring the public that all their merchandises are safe and of quality standard. The proponents are taking the opportunity and use this to gain the trust of the public. Since GNC will be our distributor, it basically sends the message to the public that ZILI Plus is safe and made from quality ingredients. Online advertisements: Proponents will be utilizing the power of the internet to reach to a wide target audience. A company website will be created to give knowledge to the public that such company exists. It will contain all the basic information about the company and the product lines the company is selling. The website will be submitted to major search engines like the Google and Yahoo. This will enable the company to reach the target market easier. Online advertisement is a means to create brand awareness. If people want to know more about the product all they have to do is just type it in their local search engines and click it. Trade fairs The proponents plan to join trade fairs which mainly focus on health to further promote the product. It will create brand awareness among retailers in Singapore and at the same time promote it to the locals. Other promotions will include flyers and brochures for the proposed product. This will highlight the three main benefits of the product namely a healthy hearts, stimulates digestion and healthy blood circulation. These advertisements must be captivating to ensure that the market will be attracted to it. Green will be the colour for main colour to be used in the proposed product because it represents nature and it also says healthy. We want our product to be known for its all natural ingredients and benefits for the body. Contingency Plan 2012: In any case that the marketing plan set up for year 2012 may fail due to unfortunate events that may occur, the proponents prepared a backup plan that should be executed immediately. The only problem that may occur is that the public might not respond well to the product due to the fact that the brand is new in the market. It can be assumed that promotional strategies may not be enough for the market to see the benefits of the product. So to resolve this problem, additional promotional strategies may be asked from the potential distributor GNC. Proponents will negotiate with GNC that further promotion may need to be executed like putting an ad in their local newspaper or coming up with more flyers. SECOND AND THIRD YEAR OPERATION: 2013-2014 Product Strategy Objective To be able to a acquire 1.4% of the total market share in Singapore by the end of December 2014 Strategy: During the second and third year of operation, the proponents would like to increase the market share in Singapore as stated above. Apparently, before the proponents can be successful in increasing the market share, brand awareness should also be increased. Assuming that the first year operation was successful, the proponents plan to continue what has been done during the first year and make some improvements. We will ensure that the production will be efficient and yet meeting the quality standards. Quality is the most important asset of the proposed product. The consumers will choose our product over the others due to its quality. To accommodate the increasing potential consumers, production will be doubled from 2100 bottles per day to 4200 bottles per day. Pricing Strategy Objective To be able to maintain the retail price of ZILI Plus at S $15 Strategy: The proponents will still stick to the pricing strategy used during the first year operation which is comparative pricing. Since the product is still new in the market, it is not yet advisable to increase the price of ZILI Plus. We will still maintain the price of SGD 15 per bottle. Assuming that we are profitable during the first year operation, we are confident that profit will increase as brand awareness continues to arise. Place/Distribution Strategy Objective To be able to maximize the availability of ZILI Plus in major health stores in Singapore from 2012 onwards Strategy: The proponents again will use the traditional importer-distributor/retailer- end user method of distribution. During this 2013-2014 operation, the proponents are planning to make the product available in more stores through having additional distributor which is the Unity NTUC Healthcare. Unity NTUC Healthcare is also one of the top retailers of health supplements in Singapore. In this case, Unity will also be the importer. Numerous people visit their stores everyday to purchase health supplements. There are more than 25 Unity NTUC Healthcare stores in Singapore today, so basically they can help promote our product. More people will be exposed to the proposed product because of the availability of it in several stores. It can also result to increase in brand awareness. Trade discounts will also be offered to our potential distributors to be able to convince them to sell ZILI Plus. Through this, distributors may tend to purchase/order more because trade discounts will be offered when the distributors are willing to purchase more. It will also be a way to convince these retailers to market the product for us in Singapore. Unity NTUC Healthcare as Distributor Unity NTUC Healthcare is the largest healthcare cooperative in Singapore. Currently operates 48 Unity pharmacies across Singapore Unity NTUC Healthcare delivers superior range of health and wellness products and services, served by warm and professional staff, pharmacists, physicians, therapists and dentists. Unity NTUC Healthcare range of merchandise focuses on stay well along with get well aspect of health. LIST OF UNITY NTUC HEALTHCARE IN SINGAPORE Ang Mo Kio Hub Plaza Singupura Bedok Pungool Plaza Bishan Raffles cIty Bukit Batok RivervalePlaza Bukit Merah Central Serangnoon Central Bukit Panjang Plaza Singapore Post Centre Bukit Timah Plaza Suntec City Clementi Tanpines Mall Dawson Place Tamplines One Eastpoint Mall Thomson Plaza Fortune Centre Tiong Bahru Plaza Great World City Tao Payah Lorong 4 Harbour Front Centre Tampines Street 83 Hiugang Tanglin Mall Hougang Point Tao Payoh Lorong 4 Jurong East West West Coast Plaza Jurong Point White Sands Shopping Centre Lot 1 Shoppers Mall Woodlands Civic Centre Marine Parade Yew Tee Point New Upper Changi Yishun Sources : https://www.ntuclink.com.sg/linkpoints/merchants/merchant_subdetail.aspx?id=78 Promotion Strategy Objective To be able to increase profit by 5% during the end of December 2014 Strategy: The proponents will continue to use the push strategy in which proponents will market the product to the distributors/retailers. We believed that this strategy will be able to help us increase our sales and boost product awareness. Since it is apparent that using push strategy is successful, the proponents are now taking the next step through adapting to another strategy which is the pull strategy. Pull strategy involves motivating customers to seek out your brand in an active process. Of course to make this strategy successful, participation from distributors will be needed. The proponents will ask the distributors to make our product more visible to the public through making their sale displays attractive especially for our product. On the other hand, we are confident that a distributor like GNC will sell our product is because the brand doesnt offer a product like ours. Their products are more on specialized like food supplements for a healthy heart but nothing can directly compete with our ZILI Plus. Online advertisements will still be utilized to further increase the brand awareness and information can be accessible to everyone. The website will also include other promotion strategies which will be used to further promote the product. The company will continue to join trade fairs in Singapore to which will promote overall well-being and health. During this year the proponents are planning to sponsor seminars which will highlight the importance of health or health related. Through this, brand awareness will be created hence giving the company an edge in the market. The company can also establish a good reputation in Singapore by exercising social responsibility and showing that the company cares for the overall well-being of the people and not just about profits. Contingency Plan: In case that marketing plan for year 2013-2014 is not a success, the proponents will have to make certain adjustments. Like instead of comparative pricing, the product will now be sold at a lower price using the market penetration strategy. This will probably help the proponents to increase profit. The market may not respond well to the product due to its still early and brand recognition is not yet widespread. Also, proponents may have additional promotion strategies like giving promos like buy one take one or handing out sample products. Through this, consumers can try how effective ZILI Plus can be and the benefits they can get from it. Sometimes giving out freebies results to brand awareness or brand recognition. Practically because people gets attracted to free stuffs. FOURTH AND FIFTH YEAR OPERATION: 2015-2016 Product Strategy Objective: To be able to increase the market share up to 3% by the end of December 2016 Strategy: During this time, the company have already established a name and the product is already known to the locals in Singapore. This will lead to increase in demand hence the company is now operating full-time. Machines will run for 24 hours a day with 3 shifts of employees. Comes in convenient packs Now that the company is on its 4th and 5th year operation, products will now be offered in blister packs to further answer the needs of the market. Seeing how well the market responded o the product, proponents want to offer the product in bottle or in blister packs. This will give the consumers convenience in carrying around with them the ZILI Plus capsules. Whether going to work or just having relaxing day outside of their homes, it is still necessary to look out for their health and take ZILI Plus. Pricing Strategy Objective: To be able to increase profit by 5% by the end of December 2016 Strategy: During the 4th and 5th year of operation, the proponents plan to price the product a little bit higher compared to the competitors. Using premium pricing will be able to highlight the unique features of the product. It will also reflect how well the market is responding to the product. Premium pricing will be able to emphasize that the product is differentiated from the others due to its 3 in 1 benefits. Proponents want to give emphasis to the fact that though the product is priced a little bit higher; every cent is worth it due to the added value they will be receiving. Health is wealth as they say and its not a practical thing to bargain for it. Based from the GMID Euromonitor, Singaporeans doesnt really mind if the price is high as long as benefits are met and exceeded. Quality of the product is important especially when it comes to health goods because it is their health we are talking about here. They want to make sure that manufacturer can be trusted thats why proponents chosen to use distributors with good public reputation. Place/Distribution Strategy Objective: To be able to maximize the availability of ZILI Plus in major health stores in Singapore from 2012 onwards Strategy: During the fourth and fifth year of operation, proponents decided to have another distributor in Singapore which is the Natures Farm. This company is known for retailing local and foreign brands food supplements. Like GNC, they also have their own brands for health supplements. Hundreds of people visit their stores because of the convenience they provide. They are known to offer a wide variety of health supplements in capsules or in tablets. The proponents are confident that Natures Farm would be able increase our sales through being one of our distributors. Just like with the previous distributors, Natures Farm will also be offered trade discounts to persuade them to have bulk orders. Natures Farm as Distributor Natures Farm is the first specialty health supplement retail chain in Singapore that offers comprehensive range of quality health supplements suitable for modern Asians at great convenience. Natures Farm has successfully positioned itself in the market as a leading modern, Asian health food store supplier of quality natural health food at reasonable prices. The retail company is committed to deliver the highest quality nutritional and health food supplements at the best value to customers. The companys range of health products includes vitamins and minerals, diabetic and organic food and health supplements. Natures Farm has 27 small shops operating in Singapore. LIST OF NATURES FARM OUTLETS IN SINGAPORE CENTRAL REGION EAST / NORTH EAST REGION Bugis Junction Compass Point Ngee Ann City Tampines Mall Junction 8 Parkway Parade Centrepoint Shopping Centre Nex Serangoon Great World City WEST REGION United Square IMM Building Toa Payoh Central West Mall Marina Bay Sands Jurong Point Shopping Centre NORTH REGION Bukit Timah Plaza Thomson Plaza SOUTH REGION Ang Mo Kio Hub Chinatown Point Causeway Point Marina Square Northpoint Shopping Centre The Arcade International Plaza Suntec City Mall Promotion Strategy Objective: To be able to increase the market share up to 3% by the end of December 2016 Strategy: Extensive Advertising The proponents are now on its 4th and 5th year operation. Brand awareness among majority of the potential customers in Singapore is acquired and the brand is now known all over Singapore. Assumin

Five Burning Lights in a Dark Universe :: Women Feminism Rights Essays

Five Burning Lights in a Dark Universe The present just as the past did holds innumerable obstacles for women in search of a professional career. However, as a woman of the 20th century, I am glad to say that the obstacles have decreased through time thanks to the voices of courageous women who dare to talk when everyone else held silent. Many changes occur from the 17th century on, economically, politically and socially; the scientific revolution, the end of monarchy and absolute power, the emergence of democracy, and capitalism are only a few of those changes. This changes also brought changes in peoples attitudes, specially the attitude about women. Since the Greek times, society has underestimated women's potential. However, through history women have dared to challenge the world, and have spoken up to show the world that women are as capable, and talented as men. Aphra Behn, Anne Finch, Margaret Cavendish, Mary Wollstonecraft, and Mary Shelly are five of these women from the 17 and 19-century who dared to speak up, and raise their voices to let the whole world know about women's situation and solutions to it. Aphra Behn, born in 1640, was England's first professional woman writer. Behn was a middle-class widow who mainly wrote for TIME and CLEOS, in Greek or fame and fortune for us. In a time where women were suppose to be silent, pure, and in the private sphere or homes taking care of the children and their husbands, a woman dared to challenge society. Behn, challenged society not only by stepping into the public sphere, publishing her writings, but also by writing about women's feelings, desires, dreams and realities. Behn wrote great poetry and we can see her challenging ideas in the title of her poems most of the time, and this challenges become more obvious as we read her poems. "The Willing Mistress," was a vivid example of this, since in its verses Behn writes about a woman's sexual desires and wiliness to have sexual relations with a married man. We can also see a reflection of her ideas, in her speech titled "Mrs. Gwin," where she criticize the gender ideology of the time, and also exposes women's situation. She argues that no reason existed for men to prevent women from writing, governing and fighting, with the excuse that women were weak and inferior, because women have had done it before.

Microscope Lab Report Essay -- Microscopes

Lab Work Not Included The purpose for completing this lab was to observe how microscopes function. The invention & evolution of the microscope has been an ongoing process since the Middle Ages, when the first convex magnifying lenses were introduced. In 1590, the Jansen Brothers invented the first compound microscope (two or more lenses).However, Antony van Leevenwenhoek created the first â€Å"true† microscope, in 1665, with 300x magnification & unbelievable resolution. During the late 1700’s, the microscope was reinvented with 1500x magnification. The most recent advancement in microscopes is the electron microscope, which was invented in 1930. This particular model uses an electron beam, instead of light & 4,000,000x magnifications with incredible resolution. There are many different parts of a microscope and each one has its own unique purpose. The compound microscope has 13 main parts. The base & arm are used to carry the microscope. The lamp or mirror is the source of light, the body tube lets light through, & the diaphragm controls the amount of light. There are also three dif... Microscope Lab Report Essay -- Microscopes Lab Work Not Included The purpose for completing this lab was to observe how microscopes function. The invention & evolution of the microscope has been an ongoing process since the Middle Ages, when the first convex magnifying lenses were introduced. In 1590, the Jansen Brothers invented the first compound microscope (two or more lenses).However, Antony van Leevenwenhoek created the first â€Å"true† microscope, in 1665, with 300x magnification & unbelievable resolution. During the late 1700’s, the microscope was reinvented with 1500x magnification. The most recent advancement in microscopes is the electron microscope, which was invented in 1930. This particular model uses an electron beam, instead of light & 4,000,000x magnifications with incredible resolution. There are many different parts of a microscope and each one has its own unique purpose. The compound microscope has 13 main parts. The base & arm are used to carry the microscope. The lamp or mirror is the source of light, the body tube lets light through, & the diaphragm controls the amount of light. There are also three dif...

war of the worlds :: essays research papers

War of the Worlds was written in response to several historical events. The most important was the unification and militarization of Germany, which led to a series of novels predicting war in Europe, beginning with George Chesney's The Battle of Dorking (1871). Most of these were written in a semi-documentary fashion; and Wells borrowed their technique to tie his interplanetary war tale to specific places in England familiar to his readers. This attempt at hyper-realism helped to inspire Orson Welles when the latter created his famed 1938 radio broadcast based on the novel. John Gosling's site on the broadcast. There was a specific event that inspired Wells. In 1894 Mars was positioned particularly closely to Earth, leading to a great deal of observation and discussion. Italian astronomer Giovanni Schiaparelli had reported seeing "canali" on Mars, meaning "channels," but the term was mistranslated as "canals," leading to much speculation about life on the red planet. [Although scientists were able eventually to photograph what seem to be large stream beds on Mars, these are on a much smaller scale than the blobs and blotches which misled Schiaparelli into thinking he had seen channels.] One of the 1894 observers, a M. Javelle of Nice, claimed to have seen a strange light on Mars, which further stimulated speculation about life there. Wells turned Javelle into Lavelle of Java, an island much on people's minds because of the explosion there in 1883 of Mount Krakatoa, which killed 50,000 people and drastically influenced Earth's climate for the next year. Wells became famous partly as a prophet. In various writings he predicted tanks, aerial bombing,

Lady Macbeth is referred to as a ‘fiend-like queen’ Essay

At the end of the play lady Macbeth is referred to as a ‘fiend-like queen’. Do you agree with this final assessment of her and can we hold her in any way responsible for the chaos and destruction there is at the play’s conclusion? Through focused analysis of Shakespeare’s presentation of her character, give your response to this interpretation. Consider: * The influence she has on her husband * Audience reaction then and now * And anything else you feel is relevant Malcolm gives one of the many different opinions of Lady Macbeth, when he comments on her ambitious and manipulative side. He calls her â€Å"fiend-like.† Another opinion which is less associated with her is the gentle woman’s opinion near the end as she is pitied by her in regards to her conscience and guilt for the murders and for chaotic situation in Scotland. She is viewed as the source of destruction in Scotland by some and is pitied by others. At the time Macbeth was written James I was on the throne. At that time people believed in the divine right of kings, they believed that the king was a spokes person from god and to murder a king would have been seen as the most abominable of crimes. So for Macbeth and lady Macbeth to commit the murder of Duncan who is a king would have been seen as evil and sacrilegious. Macbeth was performed around 1611 for James I and it reflects his interests in witchcraft from his own personal experiences at the time. A modern audience would be more cynical of the idea of witchcraft whereas a Shakespearean audience believed that witches were real and would have been more afraid of some of the themes and happenings in the play. Lady Macbeth is seen as being even more ambitious than her husband and has fewer moral scruples. She urges Macbeth to kill Duncan, and refuses to understand his doubts and hesitations. Gradually her close relationship with Macbeth crumbles into nothing because of this. She is first introduced to the play when she is reading a letter from Macbeth which is addressed to her. In the letter Macbeth calls her, â€Å"my dearest partner in greatness† this is unusual because in the time the play is set it was odd for women to be of equal status to men, but Macbeth who is also her husband sees her as his partner and therefore equal. Upon reading the letter she immediately jumps to the unusual conclusion of murdering Duncan for Macbeth to become king as prophesied and already starts to plot what she has to do to fulfil what she has been told will happen. When Macbeth comes home she tells him of her plan of murdering Duncan which is similar to what Macbeth thinks when he is made Thane of Cawdor, only Macbeth dismisses the thought and reasons with himself that it is wrong were Lady Macbeth is resolute and even goes so far to call on ‘evil spirits’ to ‘unsex’ her â€Å"Nor heaven peep through the blanket of the dark, to cry ‘hold, hold'†. She sees that Macbeth is not as determined as she is about the murder and sees his tendency to think of the consequences of their actions and sees it as a crucial weakness in her plan which shows selfishness in her character. She tells him, â€Å"Look like th’innocent flower, but be the serpent under’t† the imagery of a flower shows that he should look ‘sweet’ and innocent on the outside so as not to arouse suspicion but, that on the inside he should be able to be as harsh and deadly as a serpent. When she invokes evil spirits to ‘unsex’ her and take away her femininity the language used by Shakespeare is Iambic pentameter, which he uses to show the status of a character and that she is as equal as Macbeth and Macduff who also speak in Iambic pentameter in the play as most of her speeches in the play are in this form. Her speech as she calls on evil spirits is of this form of language to show the importance in what she is asking and how it will affect her in the rest of the play. The use of rhyming couplets and Iambic pentameter makes the communication more memorable to the audience. although when it comes to the murder she cannot kill Duncan herself because of the way he resembles her father, â€Å"Had he not resembled my father as he slept, I had done’t† this might show her character as being not completely evil because of the love for her father and shows us a humane side of her and that she relies on the ‘evil spirits’ to conceal her emotions. The words used like â€Å"come† and â€Å"fill† shows the urgency and highlights her determination, and the violent and inhuman imagery used like â€Å"You murdering ministers†, â€Å"That my keen knife† and â€Å"Of direst cruelty; make thick my blood,† emphasises her determination even more. The violent imagery of a brutal murder of a child â€Å"And dash’d the brains out, had I so sworn as you have done to this† reinforces the concept that innocence is destroyed in Scotland when Macbeth become king by use of deceit, treachery and brutality. The tactics she uses to make Macbeth commit the murder are manipulative ones; she uses his ambition against him and could only have persuaded him to go through with her plans by using his soaring ambition. Another tactic she uses is whenever Macbeth disagrees with her she attacks his ‘manhood’ and sense of pride which is another form of manipulation, â€Å"When you durst do it, then you were a man†. She is also shown as an intelligent person as she is able at the banquet when Macbeth is drawing suspicion to himself to quickly think of excuses â€Å"My lord is often thus, and hath been from his youth. Pray you ,keep seat† another example of her quick thinking is just after the murder of Duncan where again Macbeth is drawing attention to them by ‘over acting’ him being innocent, she faints to draw the attention away from Macbeth and so they don’t become suspicious. She is a controlled decisive character compared to Macbeth as he struggles to make up his mind if it is right to commit the murder whereas Lady Macbeth makes the decision and keeps it. She is also very perceptive as she realises Macbeth’s dilemma with his conscience, â€Å"Your face, my thane, is as a book where men may read strange matters.† She is compared to her husband Macbeth. Macbeth is also ambitious but not so much as Lady Macbeth, she doesn’t think of the consequences like Macbeth. She just goes through with the plan of murder and has to call on ‘evil spirits’ to suppress the guilt that she knows she will feel. Only it back fires and she becomes so over come with guilt she begins to sleepwalk and become paranoid of seeing a ‘spot’ of blood on her hand that will not come off no matter how many times she washes her hands. The ‘spot’ of blood represents the guilt she feels and how she subconsciously (in her sleep) tries to get rid of it. Where as Macbeth deals with his guilt in a different way and pushes Lady Macbeth further and further away putting a strain on their once strong relationship. He becomes paranoid and deals with it and accepts the fact that what he did was wrong but he can’t go back and so carries down the path that leads to his destruction. As the play progresses she begins to lose her confidence and Macbeth seems to gain more. They are like a ‘set of scales’ that they both evenly balance out another and there always has to be a more dominate partner even though they address each other as equals. As she starts to descend and become more unstable she invokes some sympathy from a modern audience where in a Shakespearean audience would have seen her as a witch and therefore would not have sympathy for her at all, in fact they would probably would have seen her getting what she deserves and would have been happy in hearing of her death because at the time witchcraft would have been seen as evil and at the start of the play where she calls on ‘evil spirits’ is an example of witchcraft whereas a modern audience is more sceptical. The majority of a modern audience would not believe in witches or ‘evil spirits’. Lady Macbeth is compared with other characters in the play. Another character is Lady Macduff. Lady Macduff is shown in the play as what a woman of that time is supposed to be. This would be, caring and protective over her children where Lady Macbeth is shown to have none of theses feminine qualities because instead of caring and nurturing she has ambition and cruelty. And example of this would be, in a speech to Macbeth about how committed to the murder she is she talks about if she had promised Macbeth that she would kill her first born as he had promised to kill Duncan for her. She says, â€Å"Dash’d the brains out, had I sworn as you have done to this† this is a rather graphic and violent image and shows that she has none of the stereotypical qualities associated with women and that’s what makes her so different from lady Macduff. Lady Macduff protects her children and describes herself as a wren protecting her young ones â€Å"for the poor wren, the mist diminutive of birds, will fight, her young ones in her nest against the owl† the bird imagery is also used around and by Lady Macbeth but it is mostly the crow which is seen as a symbol of evilness and death. It is interesting that both Lady Macbeth and Lady Macduff see Macduff as a traitor for leaving his family, which shows some similarity in their morals. Even the language Shakespeare uses for her changes from blank verse to prose. This shows the disintegration of her character and how she is slowly losing her status in the play and also her state of mind. It is almost like she has been driven insane by suppressing her guilt. And because of that guilt the relationship between her and Macbeth has fallen apart, not only because of their ambition but also because of her making them pursue the ambitions. This leaves them in a place that they can’t come back from and even though Macbeth accepts that, she cannot and it is almost like she may be blaming herself for how things turned out in the end. Most importantly if she thought perusing their ambitions because she wanted the best for her husband. It eventually leads both of them becoming distant. This example of psychological insight of her character means that maybe she is not as much of a monster if she can feel remorse and guilt even if it is in the form of her subconscious state. When she starts compulsively washing her hands shows a deeply troubled psyche and this contradicts in what she says earlier to Macbeth â€Å"A little water clears us of this deed† and then later she talks about the ‘perfumes of Arabia’. Shakespeare’s audience may have associated this with the mark of the devil, where a modern audience might see is as a dramatic representation of her anguish, guilt and torment that she can’t get rid off. This is ironic because at the start of the play just after the murder of Duncan she tells Macbeth to wash his hands but is now trying to wash her own, her reference earlier † What is done cannot be undone† yet she can’t accept her own statement or change the past. The imagery of light and darkness is used around her. The light represents good where darkness shows evil. When she is sleep walking and feeling her guilt it is said that she must have light near her continually, whereas at the start of the play she called on darkness but now it is reversed because she now needs light. When she commits suicide this could be seen as a desperate act to cleanse her mind from the over weighing burden of guilt. She may have just broken down because she has suppressed these emotions whereas Macbeth analysed them and accepted them and therefore could move on, allowing him some release but condemning her into a trap and the only way out was to create her own demised she was that desperate for the guilt to stop tormenting her. In the end of the play after her death and the death of Macbeth, Malcolm refers to her as ‘fiend-like queen’; this is an unfair statement of her character, but some may agree that she is responsible for some of the chaos and destruction at the end of the play, after all it was her ambition that fuelled the cause of Macbeths rampage through Scotland because of his guilt and paranoia that started after she manipulated him into committing murder and becoming a traitor. One could judge her to be an over ambitious person that got sucked in with the idea of power and forgot that it could lead to her downfall. At the beginning of the play she comes across as being vindictive and heartless, a person that takes control and dominates Macbeth in to doing as she says â€Å"To alter favour is to fear. Leave all the rest to me† but as the story goes on she starts to lose that confidence and guilt and doubt start to take over her mind and it is then you start to feel sympathetic towards her. You could feel sorry for her because she had lost everything all because of her ambitious nature and now there was no going back. Some would only agree slightly with the statement Malcolm uses to describe her. At the beginning one may have described her as a ‘fiend’, because of the way she takes charge in the murder and how she immediately jumps to that decision without thinking of the consequences. She is also impatient as she is to not be able to wait to see if the prophecy the witches said will become true. She has to make it become true herself and so takes matters into her own hands and does cause destruction and chaos around her. However she does not do this alone, Macbeth contributes to some of the chaos and destruction even if she was the one to start it. When Macbeth realises that he is in so far that he can not go back instead of stopping the murders he is doing he carries on whereas, Lady Macbeth stops and is consumed by guilt and takes it upon herself to end it. The original source of mischief could be the witches. They might be to blame for the devastation in Scotland, because of the prophecies they made. Without them Macbeth and Lady Macbeth may not have been tempted and tricked by their ambition that caused their downfall. Shakespeare reveals that no villain is entirely ‘fiend-like’ and that there is a source of conscience within everyone. So in fairness the term ‘fiend-like queen’ and the assessment of her holding responsibility for the chaos and destruction and is only partly true. Even though she is a part of the disarray, she is still not solely to blame. After all Macbeth also caused some of that destruction and chaos and even after her death; he carried on with the battle between him and Malcolm. In a way they really were equal partners, because they were both evenly responsible for their own demise and the desegregation in their own mental status and in their relationship with each other, and how their own ambitions became too much for not only the other to control, but for themselves. and that of the other characters in the play. A quote that conveys this is after the murder Lady Macbeth advises Macbeth not to think of his guilt and the irony of the statement she declares is that eventually she does think on the ‘deeds’ and lives the truth in her own declaration. â€Å"These deeds must not be thought after these ways; so, it will make us mad†. It would appear that she also wore â€Å"a heart so white† which earlier claimed that she would be ashamed of.