Work Based Learning in the Creative and Cultural Industries Assignment

Work Based Learning in the Creative and Cultural Industries - Assignment Example As the paper declares the concept of the employer caring for the employee through symbolic means is not only cultural significant because of the interactions that take place on several levels. More importantly, there is an association with the cultural expectations that come into the work organization. From the report findings mass culture is developed through commercialization and the expectations that are a part of the culture that is created. From the mass culture, there is a development of specific attitudes and understandings that relate to the overall values of society. The idea of culture is one that is not only based on movements and expressions, but instead is significant of different industries and the commercialization that is included in culture. It is not only the cultural expectations that have developed the responses to the swine flu and the organizational environment that responds to this. The knowledge that is depicted with the swine flu, health issues and expectations from the work place come specifically from the media and the regulations that are a part of this. When the media presents specific information to the public, it is required to first find imperative information that makes a difference in the knowledge that the mass culture is given. The impact that th is has is one that directly affects the mass public and can create controversy as well as alternative expectations that can be held in different arenas of life.

Consumer Behaviour Essay Example for Free

Consumer Behaviour Essay Art consumers in the modern world have increased their buying capacity of art as paradigms shifts to knowledge and information based concepts. Cultural diversity and technology are developing new forms of art and ways to market these art pieces to a wider range of art consumers. However, there is no room for complacency in art managers of art galleries. It is still best to incorporate sound motivational theories that guide marketing efforts towards being robust, effective and efficient. Three motivational theories had been highlighted forming a well-rounded strategy to approach art gallery marketing. Maslow’s heirarchy of needs gives a step-by-step escalation of man’s satisfaction levels. It was noted that although art cannot satisfy physiological needs, consumers can still be motivated to buy art as objects to satisfy their needs of self-esteem, belongingness and need to self-actualize. McGuire’s advice on motivating people offers looking into the cognitive and affective factors of man’s thinking process. The more art gallery marketing efforts cater to affective faculties of their consumers, the more selling will take place. And lastly, the theory of Freud has been chosen as another guidepost in defining what makes the consumer buy. Innate biological elements found in man such as sexual desires is the most commonly known Freudian motivation that is closely related to selling art. Construction of marketing strategies to sell art does not end in incorporating concepts from these motivation theories. These motivations must further zoom in on the consumer eventually. The way to fine tune the marketing strategy is to incorporate concepts found in the five-step decision making process that all consumers go through.   As the art buyer goes from recognizing his need to gathering information that will lead him to a possible purchase, to evaluating criteria affecting his possible purchase, to his actual purchase and to coming up with insights that happens during his post purchase, the marketing strategy of the art gallery is put into a test. INTRODUCTION The art market is slowly evolving. Art has evolved into many forms and galleries have transformed to accommodate a wide range of consumers. With the entrance of innovative technology, cultural diversity and faster access to information, art galleries been challenged to study and understand consumer behavior of this widening niche. â€Å"For the last few years, the media have trumpeted contemporary art as the hottest new investment. At fairs, auction houses and galleries, an influx of new buyersmany of them from the world of financehave entered the fray. Lifted by this tidal wave of new money, the number of thriving artists, galleries and consultants has rocketed upwards.† (Spiegler, 2006) But amidst all this buying frenzy, sellers have remained steadfast to the consumer behavior theories that guide the markets. Buying behavior theories have not changed and remained formidable in figuring out what buyers want, why they want, how they avail of these wants and the factors that affect these decisions. Consumers of art hold special focused studies. Consumers who buy art also buy gas, groceries, basic services and insurance. Though there is culture in gas, groceries, basic services and insurance, these commodities does not directly fall under art. Art products and services are born out of a cultural industry. These consumers have their own consumer behaviors. â€Å"Consumer behavior is the process involved when individual or groups select, purchase, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires. It is important that marketers understand consumer behavior because wants and needs are satisfied best when marketers understand the behaviors of consumers.† (Hawkins, 1998) Therefore, appropriate buyer behavior theories must be employed to so that marketing strategies to sell products in art galleries will be most appropriate, effective, efficient and economical. THE PRODUCT AND SERVICE Marketing strategies start with knowing the product or service. Characteristics of these items for sale will be essential in finding the consumers who would want to buy them. Art encompass a wide variety of products and services. Art galleries themselves have evolved into stores that sell different art genres depending on how one beholds something as art, from the flea markets selling antiques to the fine art galleries bidding by the millions. Applied and decorative art are products found in advertising, architecture and urban design. Crafts, jewelry, fashion, industrial, product and interior design fall under this art category. Entertainment art provides enjoyment services such as film, recording and TV programs. â€Å"Fine art is motivated by art-for-arts-sake. It is the primary research and development segment of the arts industry. It generates enlightenment, i.e. it sheds light on the nature of the human condition on the individual and society. â€Å"It is primarily in the fine arts that new talent and technique are developed; new scripts and scores created; and, new images and styles set. Results of fine art RD, like the results of scientific research, are sometimes adopted by for-profit enterprises in and out of the arts industry. And, as in pure science, fine art is not financially self-supporting. The right to fail is an essential artistic and scientific freedom a freedom that requires patience and risk-taking on the part of patrons, investors and audiences.† (Chartrand, 2000) Heritage art subsumes all kind of art. It feeds contemporary art and is the one that sets standards of the following generations. This art inspires creators and enriches artists through its integration of scarcity and aesthetic value while employing a sense of social relevance and cohesion.   Ã¢â‚¬Å"Between 1969 and 1989, heritage art yielded the highest return of all financial investment opportunities (The Economist July 1, 1989). Furthermore, theft of antiquities is the most lucrative international crime. Ounce for ounce, an antiquity can be more valuable than drugs. It can yield a higher return, at lower risk of being caught, and generally produces less jail time if one is convicted† (Chartrand 1992a). MOTIVATIONS OF THE ART CONSUMER A person who walks into an art gallery is differently motivated compared to a person who walks into a McDonald’s burger store. A company who buys a 10 million art work does so with objectives different from its putting up a building worth about the same cost. Consumers of art are motivated differently and theories defining these motivations can help marketing strategist clear marketing goals and activities. Maslow’s Heirarchy of Needs Abraham Maslow (1908-1970) has been one of the century’s great inspiration in personality theories. The Maslow’s Hierarchy of Needs as illustrated in Figure 1 has helped both researchers, scholars, scientists and most specially marketing executives on how to motivate clients and consumers. Maslow believes that man is motivated based on the level of satisfaction he can achieve at a particular time when the product or service is offered him. And the levels of satisfaction starts from getting his physiological needs, then his safety needs and subsequently his belonging needs, esteem needs until he arrives at his self-actualization. Figure 1. Maslow’s Heirarchy of Needs (Boeree, 1998) â€Å"Maslow suggested the intuitively appealing notion that humans must satisfy the most basic objectives before they can move onto higher level ones. Thus, an individual must satisfy physiological needs (such as food and liquid) before he or she will be able to expend energy on less fundamental objectives such as safety. Only when basic objectives have been met will a person move on to seek such objectives as love and belonging, and only a small minority of people make it as far as seeking self-actualization.† (Boeree, 1998) Art consumers at the art galleries are motivated to satisfy a certain level of need as illustrated in Maslow’s diagram. Art definitely cannot be eaten and cannot quench physical thirst. Consumers who are still struggling to satisfy their physiological needs in the normal circumstances will not buy Art. Art buyers are usually motivated to consume art to satisfy safety, belongingness, need for self-esteem and to perform their self-actualization. A person will buy art to safeguard savings. Certain works of art appreciate in value as the artist becomes more popular or when he dies. More than once, the cultural scene has witnessed these value increases and rich people have coveted owning these masterpieces not for their artistic magnificence but more for their financial value.   A person will buy art to satisfy belongingness especially if he or she finds himself trying to get into company of art buyers. Belongingness would sometimes overpower physical hunger especially in these modern days when people have gone towards the limits of individualism isolating themselves from social groups that provide comfort in belongingness. In the early years of high art, kings and queens would have their portraits painted by in house artists such as Michael Angelo and Da Vinci. These portraits help a person increase his self-esteem. Coffee shops, banks and other commercial establishment hang works of art in their walls not so much for decorative purposes but these products increase the company’s self-esteem. Their clients are able to admire the company knowing that the company they chose is of the cultured type and can afford these works of art. Based on the Maslow’s Heirarchy of Needs, the marketing strategy must realize that in order for art galleries to sell their products, it has to appeal to the motivations of the people walking into the gallery. These gallery visitors are basically interested in art and the curator must work on satisfying needs. Marketing campaigns must cater to satisfying client’s need to raise his self-esteem or need to satisfy his belongingness. Strategies such as knowing the client’s kind of groupie or the client’s thoughts of himself will be a few effective tactics towards forging a sale. FREUDIAN THEORY Though highly controversial and continuously debated upon by psychoanalysts, Sigmund Freud has been the most popular theorist of the century due to the sexual nature of his findings. Basically, he suggests that â€Å"(1) much behavior has a biological basis which is (2) often sexual in nature, and (3) that early experiences in childhood will have a profound, but unconscious effect on later lifee.g., people who are rejected in an early, oral phase of development may become oral retentive and end up as wine connoisseurs later in life.† (Hawkins, 1998) For Freud, people are motivated by their sex drives. Though some sectors of the scientific communities do not believe this, advertising, film and marketing have used the Freudian theories and have remained successful in the promotion and selling of their products. Cars, cigarette, alcohol and other vices have used sex at one point or another in their commercials, posters or corporate IDs. MTV’s have evolved into using pretty boys and sexy girls to get the maximum buying power of teenagers and young adults. Even new generation anime features voluptuous heroes, heroines and villains. Wonder Woman has never been as seductive and Superman has been redrawn to sport more muscles that spell musk. Though Freud never really thought sexuality in the new millennium context, evolutionists understands this kind of sexual motivation due to the inherent nature of human beings to help the species survive and sustain power over the natural kingdom. The only way to keep from extinction is to continue procreation. In Darwinian logic, motivation to procreation is as sensible as breathing. Sex has always helped sell art. Art from ancient Greece such as sculptures Adonis or Venus were sometimes seen as pornographic. Though these artworks of nudity became monuments of great cities and tourist destinations that earn millions of dollars, parent of little children still become uneasy explaining nudity in these kinds of art works. Marketing art with tactics from the Freudian theories that sex sells would make marketing of art forms planned in a way that it attracts sexual motivations from the buyers. Art galleries, when opening an exhibit usually employs wine, beautiful ladies in little black dresses and music that appeals to the possible clients. This type of marketing style that is guided by Freudian motivation theories supports art works that have sexual undertones already in them. Bar owner Schrager narrates the reason for buying an artwork. â€Å"According to Schrager, the decision to commission Clemente for the ceiling mural and lamps was an easy one. I love Clementes work, and I thought a ceiling mural would be appropriate for the place and location. For me, a lot of Clementes work has sexual undertones, and I thought it would fit in perfectly in the bar. (Silberman, 2001) MCGUIRE THEORY OF MOTIVATION McGuire’s psychology of motivation stems from his cognitive and affective experimentations. Thinkers are seen to carry out directed-thinking tasks. These thought systems in people illustrate their motivations.   Ã¢â‚¬Å"Five dimensions that together provide an inclusive description of thought systems were identified. Two dimensions are cognitive: (1) size; and (2) cognitive-affirmational bias. Two others are affective: (3) affective desirability bias; and (4) people-favorability bias. The fifth dimension is (5) cognitive-affective congruence.† (McGuire, 2006) McGuire believes that affective stimulus influence the cognitive aspect of human motivations more. Men and women have different thought patterns since they react differently to stimulus. Knowing this, it is important for art galleries to note who has the buying power when couples walk into the gallery to purchase the artwork. At culturally diverse markets, art managers need to address what could stimulate affective motivations in their clients. Sometimes, talking to an art manager who understands the client’s affective stimulus like race or culture is effective. â€Å"More buying power translates into more art-buying ability. Art dealers and publishers are keenly aware of this. But what they also need to understand is that while African Americans are looking to buy more high-quality art, theyre also looking to buy from dealers and publishers who understand them and will cater to them.† (Hagan, 2004) 5 STAGES OF DECISION MAKING PROCESS Equipped with the three motivational theories above, the next important part of the marketing strategy is integrating the promotional or advertising activities to the five stages of the decision making process that each art buyers goes through whenever they are in making a decision whether to buy, to buy later, or not to buy. Source: http://www-rohan.sdsu.edu/~renglish/370/notes/chapt05/ Problem recognition is the stage where the buyer becomes aware of his need. Awareness of needs does not happen like magic. Need is stimulated. The client must be aware of his need from its unconscious state to the conscious and articulate status. Commercials that stimulate problem recognition are effective because they can visually show what the client does not have and therefore, just by looking at advertisement, the client realizes his lack of that product thereby moving towards the process of coveting the product for himself. A blank wall will stimulate a need to buy art. An empty corner can stimulate a person to acquire a statue. Occasions and celebrations from birthdays to monthly anniversaries to grandmom or grandpop days and other more outlandish occasions can also create the rationale to make the consumers think of buying art. The second phase is where the client begins to look for information that will lead him into being able to find the product or the service that can quench his need. In the case of art galleries, a person must be able to find the art gallery. This ease of art gallery access will be attained with proper promotions and advertising. Art gallery accessibility geographically will also be essential in attracting buyers who are currently looking for information so satisfy their needs. The Internet is the latest virtual shop where buyers from around the world can be tuned in at the same time. With the Internet platform as marketing tool, selling is definitely without borders and without pressure of time. The buyer from spread of mouth information can also acquire details on how to locate the art gallery. Employers had always stressed good service because positive feedback is the gateway of businesses. With the information at hand, the consumer goes to the third stage of the decision making process which is the evaluation stage where alternatives are ranked. â€Å"This stage establishes the criteria for evaluation, features the buyer wants or does not want. Rank/weight alternatives or resume search. May decide that you want to eat something spicy, indian gets highest rank. If not satisfied with your choice then return to the search phase. Can you think of another restaurant? Look in the yellow pages etc. Information from different sources may be treated differently. Marketers try to influence by framing alternatives.† (classnotes, 2006) Art galleries’ marketing strategy must make sure that the criteria set by its consumers are achieved. After product characteristics, price is usually the next criteria that the client considers. For art, the prices depend on a flexible standard. Other pieces are â€Å"priceless† while other art products are set by how the community valuates the artist. This is where the talent of the art manager or the curator comes in. Framing the art product, literally and figuratively spells putting on more weight on the piece or turning the off the client’s needs which will surely fail selling the product when the fifth decision making process starts. The fourth stage is the purchase stage. The buying value is affected by three possibilities as the client decides from whom to buy, when to buy or if the client decides not to buy. Purchase from art galleries will be affected by the terms of sale, credibility of the establishment and return policies. Tax information on artwork is an important information that will tip the scales towards the sales. A news clipping shows reaction of buyers and galleries on impositions of added tax to art pieces. â€Å"Paying an 8.8 percent tax on art doesnt discourage him or his wife, Virginia, from buying, but he said he could imagine it would slow some people down.† Thats what worries the Seattle Art Museum.† (Hackett, 2005) The atmosphere of the art gallery, and happiness of the shopping experience influences the time of sale. Some galleries maintain calmness in the gallery depicting unstressful experience for the buyer. Especially with purchases of millions of dollars, the atmosphere must be as much stress free as possible. The last stage of the process is the post purchase stage where the client reflects on the purchase that he did. The buyer usually compares the purchase with his expectations based on the need he originally formed. In the post purchase stage, either the art consumer is satisfied or unsatisfied with the purchase. Customer satisfaction or dissatisfaction is affected by his value perceptions. Art buyers know there is inherent value in art works. Physically, art is just a piece of paper or canvass with pigment but the images and visualization that the artwork shares to the consumer is what is of value that have been purchased. For artwork, one piece may create more value to another person depending on the level of beauty value he gets from the work of art. His satisfaction therefore depends on the value that the art product or experience in buying the artwork communicates to the buyer. Art galleries are cultural venues where patrons are soon established. The repeat-purchase behavior found in the art galleries must be high and excellent because these repeat buyers are also automatic promotional agents of the art gallery. Appreciating an art piece in a hotel lobby, an interested consumer would normally ask where the piece was bought. And that is first lead of the art gallery that happens outside the gallery. Patrons of the art help in lessening the cognitive dissonance of art consumers. When there is a feeling of anxiety after purchase, the consumer looks for elements outside his decision that would help him be assured of his purchase and publicity of the art gallery’s success or social responsibility or how famous people patronize the gallery helps in relieving cognitive dissonance in post purchase stages of consumer decision making process. CONCLUSION Everyone buys art at one time or another. The time and cost of art that an individual buys depends on his motivations as incorporated in many studies in consumer behavior backed by psychological discourse and experimentations. With the need for the art industry to profit and keep the industry afloat, marketing strategies benefit from these motivational theories. It is safe to note that whenever a painting or a piece of art lands in a hotel lobby, or a financial establishment, a museum or simply in a living room wall, much human activity has been put into it that basically further increases it s social and cultural value. References Boeree, George. 1998. Abraham Maslow. Retrieved October 31, 2006 from http://www.ship.edu/~cgboeree/maslow.html Chartrand, Harry Hillman. 2000. The Public Life of the Arts in America†¨Joni Cherbo and M. Wyszomirski (eds),†¨Rutgers University Press, April 2000 Classnotes. 2006. Consumer Buying Behavior. Retrieved October 31, 2006 from http://www.udel.edu/alex/chapt6.html Silberman, Vanessa. 2000. Results of Consumer Survey Shed Light on Art Buying Behavior. Art Business News, Nov, 2000 Hagan, Debbie. 2004. Black buying power shows strength in art: growing incomes and more national exposure of African-American art translates into a widening base of art buyers – news. Art Business News, Jan, 2004 Hackett, Regina and Michelle Nicolosi. 2005. Art collectors fault state agency on tax issue. Seattle Post – Intelligencer Reporters. Friday May 27, 2005. Retrieved October 31, 2006 from http://seattlepi.nwsource.com/local/226106_reactart26.html?source=rss Hawkins, Del I., Roger J. Best, and Kenneth A. Coney (1998), Consumer Behavior: Building Marketing Strategy, 7th ed., Boston: McGraw Hill. McGuire, William J. Claire V. McGuire, Yale University. 2006. Cognitive versus affective aspects of phenomenal thought systems focused on persons. Retrieved October 31, 2006 from http://www.sydneysymposium.unsw.edu.au/1999/abstracts.htm Spiegler, Marc. 2006. Time to Reform the Art Market? The Art Newpaper. Retrieved October 31, 2006 from http://www.forbes.com/collecting/2005/05/30/cx_0530conn_ls.html

An Over View Of The Costa Coffee Campaign Marketing Essay

An Over View Of The Costa Coffee Campaign Marketing Essay It has always been said that distinguish a correct market place for a business is very difficult as well as to gain sustainable interest from a customer as a steppingstone when there is such a fragmented marketplace with many competitors. However the Costa coffee campaign will make a definite difference. It will emphasize the quality of the coffee and its value of spending time discovering your favourite coffee. This will take place in shopping centre in Auckland City as well as on television, radio and magazines. This initial advertising is sure to establish Costa Coffee as a new brand name for the New Zealand Coffee Lovers. Sending the message to our target consumers both male and female aged between 18~45 years old that drinking Costa coffee can be enjoyable and worth experience than other brand outlets coffee. Then when the target consumers realise a positive impact (benefits) the Costa Coffee is having on their daily life the product is sure to be promoted through word of mouth. This initial advertising is sure to establish Costa Coffee as a brand name for the leading New Zealand Coffee shop in future. Coffee consumption in Australia and New Zealand has increased massively in the past few years. It is easy to find lots of different cafes around that are open and lots of people drinking coffee steadily inside and outside the cafà ©. New Zealander loves drink coffee in their daily life and a Flat white is a good example. A Flat white is one of most popular coffee beverage served in Australia and New Zealand which created by New Zealander called Derek Townsend in the early eighties. Coffee is actually one of the healthiest beverages that billions of people consume regularly and it is one of the most widely researched ingredients. The growing body of scientific research has shown that coffee is safe for healthy adults and can even have beneficial health implications as a part of a healthy diet and physically active lifestyle. For example, the most predominant fact is that regular consumption of coffee decreases the risk of type II diabetes and many other health risks. Therefore, the concept of creating healthier, pleasant and high quality coffee beverage of Costa Coffee will be implemented. This idea revolves around the importance of reinstating the value of spending time with their favourite coffee beverage more effectively, and also the attempt to break into the competitive market of Coffee shops (including private cafes) in Auckland City. Costa Coffee is one of the largest and fastest growing coffee chains in the UK. It was founded in 1971 in Italy by two Italian brothers Sergio and Bruno Costa. Costa Company which introduced the first Costa coffee shop in the UK in early 1980s had as a main objective to create and serve the finest authentic Italian coffee. Costa became part of Whitebread PLC in 1995 and has followed an expansion program, so to become recognised nationally. With over  1,000 stores in the UK and over 400 internationally, Costa has enjoyed a remarkable period of growth since it opened its first store.  Costa is now the leading UK branded coffee shop with over 300 stores that now operates in 25 countries (Costa Coffee, n.d.). In addition, it opened its 1000th milestone store in March 2008 in Moscow (Whitbread PLC, 2010). Costa Coffee has a specially blended coffee called Mocha Italia that created by Sergio and Bruno Costa 37 years ago, made of their own special blend of coffee beans. Its a unique blend as it manages to combine the sweetness, bitterness and body needed to make the perfect cup of coffee. As for the blend itself, thats a closely guarded secret, but you can enjoy a cup of its distinctive flavour and a warm Italian welcome at any of our Costa coffee shops (Costa Coffee, n.d.). Just beyond the Mocha Italia, Costa Coffee provided variety range of coffee beverage selections like other coffee shops have, it also includes non-coffee beverages (tea, juice and hot chocolate etc) and snacks (sandwiches, muffins and cakes etc). (Costa Coffee, n.d.). TARGET MARKET In the advertising plan, the target market would be divided into smaller segments as geographic, demographic and psychographic. Firstly, geographic includes of the country, town, place or city. This advertising plan is for Auckland City, and it covers all central city area and it also including areas such as Parnell, Newmarket and Mission bay. Auckland Central city is known as a heart of Auckland; consequently, large populations can be found because this is where most universities and the business are located. After 12 months, the target market can be extended to other area such as North Shore, Waitakere City and Manukau City. Secondly, under the demographic, both male and females aged between 18 45 years old is our products target market, but it does cater for everyones needs. The reason for this is primarily because the product itself is ideally for the adults (business men and women). They usually go to Costa at the office-going hour to take morning coffee before starting the work and at lunchtime. Costa coffee is relatively high price is the reason why working people take a bigger part of customers than students despite their similar using hour. However, it will also include university students who can afford to buy priced coffee. Overall, our advertising will directly towards to people who are interest to spend their money on coffee beverage. Additionally, Costa introduced the Kids menu for new target market Family. As many Costa stores are located in high streets and shopping malls in UK, there is an massive potential for family target. To meet this demand Costa has launched a specific range of food for children- Costa Kids, comprising a little sandwich, new Smarties American style cookies, yoghurts and Robinsons Fruit Shoot drinks placed in special Costa Kids bags so that children can take the food with them (Costa Coffee, n.d.) Under the psychographic, all internet users can be our target market. It includes students of final year in college or in university and young employees who could be Costa coffees potential customers. Yet, not many coffee shops offering free Wi-Fi, therefore, open 24 hours and providing unlimited free Wi-Fi will attracting those ADVERTISING OBJECTS Our advertising objectives have been created to be something that advertising can accomplish, for instance a shift in perception or to create awareness. In order to launch the advertising plan effectively, both the marketing objectives as well as the communications objectives are important to be considered. Marketing Objectives These are the marketing objectives that Costa Coffee should achieve after launching the advertising campaign. To increase the brand recognition To increase unit sales of both coffee beverage and non-coffee beverage To generate steady profit over the next 12 months To increase the market share by 10% over the next 12 months Communication Objectives These are the communication objectives that Costa Coffee should achieved after launching the advertising campaign. To increase the quality of blended coffee beverage and excellent customer service To maintain Costa Coffee as the preferred brand of coffee shop among 50% business men/women and student customers in Auckland city next 12 months To build the awareness of Costa Coffee among 70% of the target audience in the next 12 months To enhance the brand and corporation image in the consumers mind-set over next 12 months ADVERTISING STRATEGIES Our campaign plan for the advertisement of the Costa Coffee mainly covers the aspect of interaction between customers and Costa Coffee and how this will ultimately effect customers daily life. Definitely its focus based on the activity of customers spending time at one of Costa coffee outlets for relax. Strategy is the means by which we aim to achieve the objectives (White, 2000). Our strategy is to encompass a significant aspect of advertising, incorporating elements of the marketing mix. As White states that enable advertising to fulfill its role in the overall marketing mix (2000), it also covers the development of identifying specific objectives that can be met by advertising. Strategies It is recommended to Costa Coffee to use the three types of strategy to achieve its marketing and communications objectives as stated earlier. Those three strategies that are suggested to implement are position strategy, message strategy, and media strategy. Position Strategy Costa Coffee position for its product as high quality blended coffee beverage which using affordable pricing strategy. In order to accomplish this position strategy, it is suggested to Costa Coffee to emphasize its quality and excellent customer service in all outlets. These will creates a trust and strong commitment on Costa Coffee and its coffee beans quality and customer service. Once the customers have trust and believed the quality and the services provided by the Costa Coffee, they will go around talking more about Costa Coffee to others. Costa Coffee will be the first on to choose among other competitors, likely, Starbucks could be the second choice.   Message Strategy Costa Coffee may use a new theme or slogan called Costa Coffee A little taste of Italy worth waiting for. This message conveys the customer who used to drink American style blended coffee beverage. To create Italian heritage, interior of Costa coffee shop will provide the image of Italian heritage for their customers as well as a unique taste. It will guarantee the customers highest satisfaction. Media Strategies In order to achieve the objectives which was stated earlier, various types of advertising media will be use to communicate the selling theme to the target audience such as television, newspapers, Internet banner, billboard and magazines. All of this media may increase the Costa Coffee Companys sales, profit and awareness of the product as it can deliver the message very wide to all target audience and leave a deep impact on the target audiences mind at the same time. Tactics There are many types of media and direct marketing that can be used for advertising campaign, each media has its own advantages and disadvantages. However, it is very important to choose the best media to reach the target audience. In this case Costa Coffee may choose television, newspapers, Internet, billboard, and Magazine for the advertising campaign. Television Television is the best media to advertise the certain product/service, however, it is relatively expensive than newspapers and magazines. The main reason for this is, it contains the combination of sound, visual images, motion and colours. It offers national coverage where it can covers large amount of audiences within short period of times. Television does easily grasp consumers attention and create awareness on them. Through television, Costa Coffee will be able to achieve its objectives by creating awareness on the consumers. The advertisement will advertise equally in three most popular television channels such as TV1, TV2 and TV3 and Sky TV. The advertisement would advertise in all months throughout the year. However, more advertisement would advertise on early April, May, June, July, August and late September. The main reason for this is, these are the months that New Zealands autumn and winter season started and ends. Theoretically, more people would preferred to drink hot beverage especially in winter time. Moreover, this advertisement will advertise on daily on both the TV channels during the prime time, which is between 8.pm and 11.pm. This is considered the best timing because, most students and working people would back from colleges or work, and this is the time where they will be resting in front of the TV. However the length of advertisement would be 15 to no more than 30 seconds. 1st scene A man with a bulk of paper work in his office 2nd scene A group of university students with loads of assignments 3rd scene It is morning tea time and two seniors sitting down on the couch in their living room and willing to drink something with their snack 5th scene Showing Costa Coffee with its slogan A little taste of Italy, worth waiting for. 6th scene Happy and satisfaction faces of the working man, the college student, and seniors with the take away coffee beverage in their hand. And at the bottom of the last screen the Costa Coffees website and locations will appear saying Visit today! Newspapers Costa Coffee will choose two most popular newspapers in Auckland religion; it would be The New Zealand Herald (The Aucklander) and The Sunday Star times. According to the latest Nielson national newspaper survey, the both readership of the Weekend and Daily Herald were up strongly in 2009 (Weekend herald readers grow, 2009). For Weekend Herald was read by an average of 618,000 people aged 15+, up by 17,000 from a year ago, and about 568,000 people read the Daily Herald and as well as the combined print edition and website readership was also up 5.5 per cent to 685,000 (Weekend herald readers grow, 2009). This figure clearly shows that The New Zealand Herald is the highest readership of any newspaper in the country. Additionally, over a week the Herald audience has increased by 52,000, reaching 1.15 million New Zealanders; six out of 10 Aucklanders read a print edition of the Herald or visit nzherald.co.nz each week (Weekend herald readers grow, 2009). The Sunday Star-Times is New Zealands only national broadsheet newspaper with a readership of over 608,000 (Murphy, n.d.). Sunday Star-Times is a newspaper provides the backgrounds stories of national significance, at the same time providing quality leisure read for an audience which has time to take it in. Due to this, these two newspapers are selected in this advertising campaign. Newspaper advertisement would be done in every month throughout the whole year. The advertisement would be done only on Monday, Saturday and Sunday, where it would be in full page in colours. This is because on Monday all business people going back to their office. Of course, Saturdays and Sundays are the days that people usually rest in their house and spend enough time to go through each and every pages on the newspapers. And furthermore there are lots of special editions on weekends about lifestyle and so on, which will attract many people, read newspapers. While going through the newspapers, definitely they will come across Costa Coffee advertisement because it covers the full page with colourful image. Thus, this will create awareness on the consumers. Internet Banner The Internet banners are the best media for online advertisements. The internet banners will be advertised on the best New Zealand websites such as Trade me, Yellow pages, Stuff, TVNZ, and NZ Herald, yahoo!xtra and Google NZ and more. Banners will show with the advertising campaign and it will put for the 24/7, 12 months. It will place at the top of the search machine or the websites, therefore target audience will be aware these banners while searching or surfing the internet. To make sure, all the banners should flash shifting from one screen to another and it will only goes off when the user clicks to close it. Billboards Billboards are usually put along highway and main roads to capture the audiences who long on the road or drive along the streets and highways. The billboard advertisement will be for the whole year during the advertising campaign. The billboard will use a poster panel form which is silk screened and printed in sheets to the billboard. It is important to use appropriated size of image and font so drivers are able to see the billboard while they are driving without any distraction. The billboard will be set up on the Northern, Southern and Western Motorway and high traffic areas in the central city. Therefore, it will create the brand recognition and product identification by target audience, plus, increase the brand equity. Magazines Magazines are one of the best ways to advertise the branded Coffee shop like Costa Coffee, especially the fashionable Coffee Lovers. Normally, it contains fancy colours of pictures and photos to attract their target audience. Decided to advertise Costa Coffee in Fashion, Food Beverage and Restaurant related magazines such as Cuisine, Vogue, and Womens Weekly. The Womens Weekly magazine is the main magazine media to advertise because it ranked in number one selling New Zealand Magazines (isubscribe, 2010). The advertisement will be printed in each month throughout the whole year in full page with colourful image and a logo of Costa Coffee and simple message will be add on. SWOT ANALYSIS Strengths The main strength of the Costa Coffee is the made in UK Company has a strong presence with a good reputation for creativity and coffee in UK. Therefore, the strong connection between New Zealand and UK may influence to increase the Costa Coffee consumption. The second strength for the Costa Coffee is Italian Heritage. Most of the branded Coffee outlets are selling American style or Kiwi style blended coffee beverage. However, Costa Coffee is known as an Italian influenced culture founded on Italian expert knowledge of roasting unique coffee beans to make high quality handmade drinks. As a customer, it will be great reason to motivate them to experience a new style of coffee. Lastly, the wide range of food (ie. Cake, sandwiches, muffins etc) for both adults and kids and unlimited free Wi-Fi internet connection can be also strong strength for Costa Coffee. Weakness The biggest weakness for the Costa Coffee is its market share in Auckland, New Zealand. Yet, Costa Coffee has no market share in the Central city of Auckland and no brand recognition has been made. Therefore, it will be challenge for Costa Coffee to create strong presence with a good reputation like in UK. Opportunities Expansion could be a key opportunity for Costa Coffee. For example, opening more outlets near the University campus, city council, immigration agency, banks within Central Auckland City. Also attracting a wider population especially families with specific products for children. Costa Coffees Kid menu is the good example for this opportunity. Treats As a treat for Costa coffee, Auckland Central city could become saturated with different types of coffee shops. Therefore, this area is quite challenge for Costa Coffee to entering in and targeting the same market with existing coffee shops eg. Starbucks, Columbus, Esquire etc. New entrants are also treats to Costa Coffee. For example, increasing competitive threats from donut and bagel chains as they continuously expand their outlets and increase alternatives of coffee product offering. BUDGET The table below shows the budget allocation across the different media of the advertising plan. The overall budget allocated for this advertising plan would be no more than NZ $4,000, 000. As shown in the table, it shows Television is the major media spend most of the budget followed by the Newspapers. However, it is worth spending massive budget on Television advertisements because it does exposed to larger quantity of target market incredibly within short period of time. Thus, it can easily grasp the target audiences attention by use of combination of visual images, motion, colours and sound effects. For Newspapers, it also plays an important role, because it is cheaper than Television but it also covers wide areas of target market and audience. Communication Tools Amount per year (NZ $) Television 2,592,000 Newspapers 3,512,832 Internet Banner 235,200 Billboard 222,000 Magazine 161,000 Total (NZ $) $ 3,390,116 The calculation above is the maximum amount of the advertising campaign for the whole year. MEASUREMENT Since Costa Coffee has been spending lots of money on its advertising campaign, it is very important to know whether the advertising was effective or not. The effectiveness of advertising campaign needs to be assessed in order to avoid costly mistakes (Belch Belch, 1999). In this case, pre-test can be used before the campaign is implemented and post-test is done after implementing the advertising campaign. There are many ways or methods to do these measurements, such as questionnaires/survey, interview, observations and focus group project or more. Questionnaires, survey and interview are the basic and most common methods to be used by everyone because it is reasonably cheap and easy to gather the peoples opinion towards product/service.

Oskar Schindler: A Hero Study Essay -- essays research papers

CONFLICT AND RELEVANT BACKGROUND Oskar Schindler faced many conflicts in his life. The main conflict he faced was overcoming the Nazis and saving over one thousand Jewish People. Schindler, with out a job at the time, joined the Nazi Party and followed on the heels of the SS when the Germans invaded Poland. This is when Schindler took over two previously Jewish owned companies that dealt with the manufacture and sales of enamel kitchenware products and opened up his own enamel shop right outside of Krakow near the Jewish ghetto. There, he employed mostly Jewish workers, which saved them from being deported to labor camps. Though twice the Gestapo arrested him, he got released because of his many connections and with many bribes. Most importantly, he helped save an entire race of human beings. CHRONICLER AND MEDIA We know of Oskar Schindler through many different types of the media. We know of him through the television, newspapers, books, and by word of mouth through the Jewish people he had saved. There was even a movie based on Oskar Schindler called Schindler’s List. There are several books about him, many were even written by some of the Jews he saved themselves. EPIC HERO ELEMENTS IN THE LIFE OF OSCAR SCHINDLER Oskar Schindler was born on April 28, 1908 in Zwitlau, which is now part of the present day Czech Republic, to his father and mother, Hans and Louisa Schindler. They were a deeply religious family, which resulted in a strong catholic household for Oskar and his younger sister Elfriede. The Schindler family was one of the richest and most prominent in Zwitlau and elsewhere. Mostly due to the success of their family owned machinery business. Oskar Schindler wasn’t necessarily born of noble birth. He was basically an ordinary guy, especially when his father lost his business, who did extraordinary deeds for people who he has never even met. One can also see how Schindler was a hero in is character traits. Schindler was always thoughtful and humane in dealing with Jews. He saved the most Jewish people during World War II. The society at that point of time was going downhill and almost came to a big crash. Hitler could have destroyed a whole race of people if it wasn’t for the help of Oskar Schindler. Although he did join the Nazi’s, Schindler still had a heart and a mind to know what Adolf Hitler was doing was wrong and immoral and to try and he... ...ers. Further more, there is a universal theme, such as good and evil. The good would definitely be Oskar Schindler who helped the Jewish people and didn’t need, nor want any type of reward for it. The evil side would be Adolf Hitler who was trying to kill an entire race just because of their religion, believing that they were the evil ones. He only thought this way because he was ignorant of the Jewish religion, and other types of people, and therefore feared them, which caused him to hate and want to kill them all. At the end though, as it is most commonly believed to be the evil should die and the good should live. Though most of the Jews died, a few thousand still lived while the evil side, Adolf Hitler, died by committing suicide. DEATH OF OSKAR SCHINDLER Oskar Schindler died in October 1974, and is buried in the Latin cemetery on Mount Zion, Jerusalem. Over one thousand Jews owe their lives to this singular man. On his grave, there lie many stones, each from many Jews who he saved and many other Jews who think of him as hero. I do not know he died how he died exactly but it is basically from natural causes. Schindler is still adored as a hero from many of the Jewish people.

Mercury Footwear Questions

Among the first companies to offer fashionable walking, hulking and boating footwear. Its mother company decided to extend the brand by creating complementary line of apparel. Because of the poor performance, it was decided to sold. Style Logo is marked with prosperous, active and fashion-conscious lifestyle. Its main customers are not interest in its apparel. Financial performance Among the most profitable firms. Had poor performance after acquisition by WAC. Revenue contribution 42% of revenue from athletic shoes and balance from casual footwear.Revenue and operating Income were 470. Million and 60. 4 million In 2006. Revenue and EBITDA were 431. 1 million and 518 million.. Products Athletic shoes developed from high-performance footwear to athletic fashion wear. Four main segments: men's and women's athletic and casual footwear. In order to emphasizing individual products, it began to monitor styles and images from global culture Focus on smaller portfolio of classic products with longer lifestyles and could maintain simple production and supply chains.Sales channels Mainly sold in department stores, specialty retailers, wholesalers and independent distributors. Small percentage is sold through website. Department stores, specialty stores, catalogs, discount retailers and internet. Inventory management Good at inventory management in the industry. Inventory management performance is worse than the average level. Outsource Outsource manufacture in China. Outsource main materials in foreign suppliers. Advantages &Disadvantages It takes small size as its competitive disadvantages.And it faced with some problems in the consolidation of manufacturers. Price cuts and promotion in apparel line hurts operating margins but helped to the growth in sales. Sales growth is lower than the average because of there is little discount in price. We could learn that managers of GAG want to enlarge the scale of its company and gain larger market share because of the stable prof it margin. And since the revenue is almost the same, it is a good choice to merge with Mercury, which means that revenue would be doubled after acquisition.And these two companies have some similar factors, such as : (1) They could use the same sale channels after acquisition, and internet channel could be enlarged. (2) They could combine manufacturers to get a powerful bargain in suppliers. 3) The product segments are almost the same, which means that there should be little work to do after acquisition in product adjustment. (4) Thanks to the profitable ability of GAG, it is much easier to make a better financial performance of Mercury. (5) It is good for them to increase the performance of inventory management if they merge together. 6) Although their target customers are different, especially in ages, which means that style and brand are different in the very beginning, this factor could turn into an advantage for the new company could have a fully segment of customers with wider age ranges. Therefore, take into above factors into account; we think that Mercury should be an appropriate target for GAG. 2. Review the projections formulated by Little. Are they appropriate? How would In the case, we could find that Little used historical averages to assume the overhead-to-revenue ratio.However, historical data is usually useless for future. Some studies found there is little evidence that firms grew fast continued to grow fast in the next period. And sometimes there are even negative correlations between growth rates in the two periods. Besides, smaller firms tend to be more volatile than others, which we could find the same characteristics in these two firms we are talking about. And Just as we mentioned in the question 1, revenue may be doubled after acquisition, it Just fits the theory that it is difficult to maintain historical growth rates as firms double or triple in size.Therefore, based on the above analysis, we think that it is not reasonable to use hi storical data for future projections. And sometimes, analyst should be better than the historical growth. Considering that there are five main channels for analyst forecasts: firm-specific information, macroeconomic information, information revealed by competitors on future prospects, private information about the firm and public information other than earnings, we think Little could find more information from above channels to get more accurate assumption.And since performance of Mercury is poorer than the average of the industry, it is better to use industry average level for the benchmarking of Mercury when predicting, instead of a discount rate of GAG for example. And from the comparison of 2007 to 2006, we can find Ileitis's forecast need great input from GAG to support the development of Mercury, whether he has taken this into consideration? And he estimate debt/equity ratio remains the same as GAG, that is also unreasonable, for it is not possible to change that in short peri od.

Marcus Aurelius essays

Marcus Aurelius essays Marcus Aurelius Antonius, born Marcus Annius Verus in 121 C.E, was adopted at age 17 by emperor Antonius Pius. Marcus succeeded to the throne without difficulty after the death of Antonius in 161 C.E. A devotee of Stoicism, Marcus is well remembered for his Meditations, written while in isolation, in which he attempts to reconcile his Stoic beliefs with his role as emperor. In terms of his role as emperor, Marcus Aurelius is well remembered for protecting the borders of the empire against Germanic forces, his caution in spending empirical funds, his social policies, his legal policies, the effect of his Stoicism on his policies, his relentless persecution of Christians, believing them to be a threat to the empire, and also his benevolence towards the weak and needy. During the reign of Marcus Aurelius, there were many threats to the borders of the empire, most coming from Germanic tribes from the north along the Rhine-Danube border in 167 C.E. Marcus spent much time with his army along this border, boosting morale while at the same time keeping an eye on the goings on. A significant victory for Marcus came against the Parthians in 166 C.E. In the last years of Antonius reign, tensions had grown between Parthia over control of Armenia, a buffer between the two feuding empires. Both wanted to impose a king on Armenia that had interests favourable to their respective empires. with the death of Antonius and the uncertainty surrounding a new emperor, Parthia struck quickly placing in Armenia its own candidate. Parthenian forces inflicted serious setbacks on the Roman forces sent to oppose them. Marcus sent Lucius Verus to head the Roman attacks. From 162 C.E. on, Roman forces struck deciding blows on Parthenian cities and strongholds. By 166 C.E. P arthia had capitulated. One surprising aspect of Marcus military exploits was his readiness to carry out ruthless retaliation against those who broke treaties, or killed and pillag...

Center-57300 Essays - Food And Drink, Esio Trot, Dearbhla Walsh

Center-57300 Essays - Food And Drink, Esio Trot, Dearbhla Walsh center-57300 Esio Trot Comparing Analysing Nilsa|6/09/2017|English N ovels are a big business in the entertainment trade. They often get adapted into films , h owever much beloved novels and the subsequent adaptions are often met with criticism. Such criticism has created much debate and discussion among fans and critics on which version is better . An example of a popular novel adapted into a film is Esio Trot written by Roald Dahl. Even this book adaption caused many discussions online. However, after such debate it can be argued that t he 2015 movie, Esio Trot, creates a better plot, dialogue and contains visual features. Published in 1990, Esio T rot is a story about an old man (shy Mr Hoppy) and his love for a neighbour ( M s Silver ) . Sadly , it was one of Roald Dahl's last stories which was created when buying tortoises were banned in pet shops. The novel has been re-established into a romantic/comedy movie directed by Dearbhla Wals h for entertainment. The film version is more engaging as the director has made several differences to the plot. A differ ence in the plot is when Ms Silver finds out that Mr Hoppy was replacing Alfie (the original tortoise ) . In contrast , i f a child was to read the literary version , they would believe that they could get away with lying. Furthermore, t h e movie proves that you don't have to lie to achieve your goal which is a great message for the future generation. In addition, t he novel is only 63 pages in length and the movie is approximately 1hour and 30min which allows new characters and a change in plot. In particular, Mr Pringles who was definitely needed to create an engaging story . He was the character that told Ms Silver that Mr Hoppy was replacing her original tortoise ( Ms Silver never found out in the novel ) . T herefore, including a new character to be the messenger' was a great idea. The dialogue in this movie helps to define Roald Dahl's characters more than the book . Mr Pringles (who is cocky selfish) always talks about himself. As a matter of fact , Mr Pringles invited himself to Mr Hoppy's house (for dinner) where he talked about himself from when he was born to his age now (which is quite old). In fact, j ust before he stood up from the chair addressing he had to leave, he asked Mr Hoppy to talk about his life. As soon as Mr Hoppy started, Mr Pringles got up said "Well, I better get going, maybe we can do this again sometime and you could tell me all about yourself." This informs the audience that Mr Pringles is very self-obnoxious. Furthermore, h is personality is not achieved through the literary version as he was not existent. Moreover, M r Hoppy's dialogue informs the audience that he is a simple - keep to himself - shy - man which is evident as the conversations he has with others is very simple. For example, w he n he interacts with Ms Silver, he barely says anything. He would start the conversation with "Hello Ms Silver, lovely day it is, isn't it?" which is mostly what he says while interacting with others ( unless he is asked a question). Finally, Ms Silver's dialogue gives us a feeling that she enjoys interacting with others as she talks very often smiles a lot. Although dialogue is evident through the book, the movie creates a better understanding as the audience can see facial expressions. For instance, t he book shows the reader Ms Silvers dialogue, but, doesn't give the audience her kind-smiling expression. Visual features included in the film help create a better understanding of the characters (Mr Hoppy, Ms Silver Mr Pringles). For example, Mr Hoppy wears the sa me style clothes every day which creates the affect that Mr Hoppy is not very 'outgoing' is 'shy'. Apart from that, Ms Silver wears different clothes depending on the season. For instance , she wore a yellow white dress with bunny ears in Spring which informs the

Iagos First Soliloquy Essay Example

Iagos First Soliloquy Essay Example Iagos First Soliloquy Paper Iagos First Soliloquy Paper In my opinion Iago is a crude character with evil imbedded into his soul a typical villain in a Shakespearian play. The line put money in they purse shows Iago as his manipulative self. I believe his mind is fixed on causing hurt and destruction, fuelled by his jealousy over Othello and his wife. This view is outlined well by the critic Helen Gardener. Malice is motiveless. This view is shown well in operatic version of Othello, in which Iago states that vile is [his] my tissue, which just shows that Iago does this to Othello because he is evil, not through jealousy. In comparison to this the view of Neville Coghill is that Iago has been turned to this evil plot because of the actions of Othello. However I really dont think this is a feasible argument simply because, Iago continues with his evil plans after Cassio has been sacked and Othello tells Iago he can be his most trusted lieutenant so it is absurd to believe that Iago is simply plotting a revenge attack on Othello. This is therefore why Iagos evil actions are so shocking because he has no real motive. He is clearly jealous of Othello and believes he should be in a better position than he is because of the line, know my price. Shakespeare shows Iago at first to have strong feelings of jealousy and bitterness towards Othello. Lines such as his own pride and purposes shows how Shakespeare wants us to know how jealous Iago is of Othello, by using insults and sly comments. The reader therefore understands Iagos dominant emotions of anger and jealousy. Iago is a man who insults those who have done better than him often throughout the play, A Florentine; with the language used here Shakespeare is clearly conveying to the audience this feeling of jealousy, which is to set the whole story. There are many literary techniques used in the play to portray this evil image of Iago. In his first speech he uses words of absolute hatred when referring to Othello; he expresses his monstrous wish to abuse because he has this hate inside him. As he says framed to make women false, Iagos view of women is shown, also the way he uses Emilia to steal the handkerchief is devious and when he states that he will turn her [Desdemonas] virtue in pitch In Othellos speech in Act 5 Scene 2 it is clear that Iagos poison has influenced Othello and almost transformed Othello into a man like Iago. She was foul. Othello would never describe a woman like this but Iagos view of women has influenced him and therefore he is now thinking like Iago. His nature is shown through the pace at which he talks; he speaks in continuous prose which is fast paced, just like Iago. The irony over Cassio being a proper man shows the audience what a crude character he is and also goes some way to show how he treats people he doesnt like. The simile is as luscious as locusts I believe is a summary of Iago, he is a great person at first until you realise what he is made up of; evil, hatred and jealousy. Rhetorical questions are also used to create make Roderigo think, which undermines him and makes him look inadequate, making Iago look like the more dominant male. Drown thyself? This is a very strong line which later turns out to be reality, Iago is suggesting that he would never want Roderigo to harm himself, but in Act 5, scene 1 it is through Iagos vicious plans that Roderigo does get hurt, this is an example of a parallel in this play. An excellent example of Iagos viciousness is in The Nunn version of Othello, where Iago is overpowering and stands above everyone else, his tone of voice creates a dark and evil mood and the audience can see his viciousness through e mood felt. So this use of emotive language causes the audience to feel sympathetic towards Roderigo who is constantly being victimised throughout the play. Also literary techniques are used to try and persuade people too, such as the power of three. Put money in thy purse is repeated three times, stressing its importance, almost persuading the reader to believe him. This is also an example of dramatic irony as the audience know what kind of a man Iago is by him secretive motives, such as the line, monstrous birth to the worlds light. Suggesting he wants to complete his ideas and make them work. The shadow on Iago in Otello shows this evil living in Iago and this monster inside him is portrayed with the use of lighting. Similar to that of the sketch by Thomas Stothard The meeting of Othello and Desdemona, c. 799, where Iago was drawn as a dark sinister figure, with light on half of his face, once again an example of Iago being evil. If I were to stage Iagos first soliloquy he would be sat at a dark desk, starring at the ground, symbolising hell and have the lighting so that a dark shadow was formed across half of his face. I would have him dressed in his military uniform just to show the contrast between a true, genuine soldier such as Othello and Iago who is an evil, plotting man. There would be nothing else on stage to create an effect of isolationism, to show that no-one else is near this level of sinister thoughts. Iagos speech suggests two different things in my opinion; when he is talking to other people he is very manipulative and persuasive in getting what he wants. To do this he uses emotive language and rhetorical questions such as, Drown Thyself? This is a technique used to persuade and encourage a person to think and agree with you, which shows quite a sly manner. However when he is on his own he shows a deeply concentrating side, a person who is thinking about their deepest darkest thoughts. With words such as hell and monstrous and hate suggests very strong feelings of anger and in my opinion shows evil. These show how he is questioning himself and his motives, but he I believe is questioning himself to assure himself he is powerful enough to do such things. I would incorporate this into my interpretation; I would have Iago shaking though as he sits, suggesting that he has gone slightly mad with jealousy. Such as in the Miller version, where Iago was twitching and couldnt sit still this showed clearly the strength of his evil inner thoughts. I believe Burge tried to show the audience Iagos speech as a symbol of power. Burge shows Iago as overpowering as he has a very loud tone of voice, he is very persuasive. The camera angle used is close up on him carefully showing his facial expressions and his sly smile which is almost permanently on his face which shows the character of Iago exceptionally well. However there is this shift of behaviour between when he is on his own and when he is with others, because as soon as he is on his own, his movements become twitchier, almost like he doesnt like the depth at which he is thinking at. He argues with himself as well which suggests he doesnt like what he is doing, I havet this is him just justifying himself to himself! The close camera angle shows the real hatred in his eyes when he says, I hate the moor which really emphasises this idea of hatred and the balance of power. Finally there is a sense of dramatic irony because as the audience we know something is going to go wrong so by him thinking about his motives this is a sense of dramatic irony. Cassios a proper man This is ironic as the audience know what Iago thinks of Cassio, however he says this in a way that implies that it is going to be difficult to harm the reputation of Cassio, almost as if Cassio presents a problem. The strength of this interpretation is that it shows that real hatred that Iago possesses for Othello and with those facial expressions this is really implicit. But there is this sense of him becoming almost scarred of himself which I dont think can be believed as he is so definite in his plans and never doubts himself until the end where from this time forth I never will speak a word. Nunn shows Iago to be overpowering again by giving him a brawn voice. But when he is in his soliloquy he is fidgeting and breathing heavily, to add to this atmosphere how he sits at the table causes a shadow to fall over his face emphasises the idea of evil vs. reality. His true thoughts are so strong he is unable to sit still and this difference is shown clearly through the use of movement. This use of separation in the soliloquy is a dramatic technique to give the interpretation to the reader of the true motives of Iago and the way he thinks. This was very effectively done by the twitching during his soliloquy. This interpretation was very effective because of the power of his thoughts which I felt really added to the character of Iago. A Marxist critic may argue that as he cannot sit still his inner thoughts and emotions are being shown through is physical actions, which is clearly represented in Nunns version. In Act 2, scene 3 I would stage Iagos second speech with him standing centre stage, jus as if he was reading a scroll about what his plans were to an audience. The line I play the villain? I would have Iago looking directly at the audience to create tension an atmosphere within the audience. I would have Iago look up to the heavens, just as Othello does in the Nunn version when making his speech to the senators, when Iago says free and honest to emphasis the idea that Iago believes he is equal to a god. Then finally to emphasis the irony of Iago apparently being passionate for his cause I would have him shout to show he was plotting when he says Ill pour this pestilence into his ear and that shall enmesh them all. These will emphasis Iagos anger towards Othello and also show the audience his plans. In this speech it is the first time his plans involve others and are well thought out, which is why I would direct it in this way. In contrast to my view in Otello Iago is trapped in a fortress, possibly trapped in evil and he pulls on a bull ring on a door, this represents Othello being led like a bull. His low voice and shadows shows how evil this character is. There are signs of religion in this version, which were not present in the play because in Elizabethan times because religion was not allowed in theatre but now is. He is shown as a true creature of evil with traits of insanity. I think the weakness in this version is that Iago is too involved with religion and his belief in women, that being that women are a mans property and they can do what they wish with them, is not portrayed enough. Women in Othello are portrayed as fragmented notions of what they really are. Iagos false portrayal of Desdemona comes closest to crumbling when confronted by her plain truth Evelyn Gajowski In conclusion it is clear to say that Iago as a character influences other characters in the play and that his actions are repeated throughout the play. From what is written by Shakespeare many different interpretations can be taken which all lead to different meanings for the audience. Many different interpretations have evolved due to different contexts being intertwined through time. Iago in my opinion is an evil, plotting but influential man.

A Comparative Consumer Behaviour of Audi, BMW and Mercedes in Thailand Essay

A Comparative Consumer Behaviour of Audi, BMW and Mercedes in Thailand and UK - Essay Example Research shows that ?21.1 billion UK automobile market is in constant conflict with France and Italy (Done, 57). This makes it the second biggest European country in the automobile market after Germany. The African continent also has a number of states that are rated among this trading in luxury cars, led by South Africa. However, limitations in sales are based on the total business area or by local market situations, in addition to customer preference. As such, the general prosperity car market is undergoing social change with luxury brands appearing less primitive, less diverse and more comprehensive with the state of being improving. Because of this, there is increased competition between different car brands resulting into brand identity. As a result of continuous improvement in the car products, the outward look of an automobile plays a significant role in influencing the consumers’ decisions. Premium marquees like BMW, Lexus and Mercedes-Benz should develop qualities and values that show transforming social attributes, which affect clients psychologically, so that they retain their profitability in the automobile industry. This paper will look at consumer behaviour differences between Thailand and the UK, considering three brands of cars (BMW, Audi, and Mercedes Benz). Methodology What we Did For purposes of defining clients’ sensitivity towards luxury automobiles, a set of ideas variables that potential consumers of wealth cars might need was developed with permission from car dealers (Audi, Jaguar, Mercedes, Lexus and Volvo). This was done at London Motor show ’97 at Earl’s Court Exhibition. As such, a number of variables were established including reliability, quality, durability, safety,... A Comparative Consumer Behaviour of Audi, BMW and Mercedes in Thailand and UK As such, the general prosperity car market is undergoing social change with luxury brands appearing less primitive, less diverse and more comprehensive with the state of being improving. Because of this, there is increased competition between different car brands resulting into brand identity. As a result of continuous improvement in the car products, the outward look of an automobile plays a significant role in influencing the consumers’ decisions. Premium marquees like BMW, Lexus and Mercedes-Benz should develop qualities and values that show transforming social attributes, which affect clients psychologically, so that they retain their profitability in the automobile industry. This paper will look at consumer behaviour differences between Thailand and the UK, considering three brands of cars. For purposes of defining clients’ sensitivity towards luxury automobiles, a set of ideas variables that potential consumers of wealth cars might need was developed with permission from car dealers. This was done at London Motor show ’97 at Earl’s Court Exhibition. As such, a number of variables were established including reliability, quality, durability, safety, security, performance, efficiency, technology, and handling among other variables. These variables were done within the objective category. However, variables like value, style, comfort, prestige, image and visual impact were done on the basic model of subjectivity.

The Definition of Success Essay Example | Topics and Well Written Essays - 1250 words

The Definition of Success - Essay Example This highlights one of the important aspects of success: you have to succeed or fail at something – so creating a general definition of success might be a very difficult thing. Bill Gates has succeeded in becoming a billionaire – but has failed badly at becoming a professional basketball player. To accommodate this fact any generalized definition of success must account for these expectations or contradictions; it must, in other words, take goals into account. But sometimes someone achieves success without ever necessarily meaning to: when Mark Zuckerberg founded Facebook, he had no intention of making billions of dollars – yet he is still successful (Veloso). Furthermore, if someone’s only goal is to get off the couch, then them doing so would not typically make them a success (barring situations like disability or injury). A close examination of etymology of the word â€Å"success,† along with cases both real and imagined, can show that a good def inition of success would be â€Å"achieving laudable or worthy accomplishments that bring satisfaction or joy to the person who has accomplished them.† The etymology of the word â€Å"success† serves as a useful starting point for an understanding of its meaning. The word entered the language at the close of the beginning of the 16th century, with a meaning of â€Å"result, outcome,† from a similar Latin word which had the meaning of â€Å"happy result/outcome† (Etymology Online). This etymology reveals an important thing about the word success – it is inexorably linked to results. It has been linked to results from the very beginning of its entrance into the English language, and even before that. So for someone or something to be a success, that determination has to be based on an outcome of some kind – success is not about effort or intention, but about result. This helps explain the first part of the definition I advocate –  "achieving ... accomplishments† – success has to be about something that someone has done that has tangible consequences. Success is a very results-oriented business, and has been since the word entered the English language, so any definition of success must account for results as a central aspect of its meaning – a real, concrete achievement is the central part of success. The primary part of the definition of success it that someone has accomplished something. But this cannot be simply anything, as a few real-world examples can help to demonstrate. Some people have been very able to accomplish their goals, but would not generally be deemed to be â€Å"successes† by our society. Joseph Stalin, for instance, managed to gain control of the Soviet Union and rule it for many years (Sebag 13), but would not be considered a â€Å"success† because his achievements did not meet the second part of the definition – they were not laudable or worthy ach ievements that he gained. He ruled his country with an iron first, and the quality of life in Russia during his time was incredibly poor (Sebag 15). So while he met his needs and perhaps accomplished his own goals, the lack of worth in those goals means that neither he nor his causes were successful. This logic holds true of all modern day

Effects on Economic Growth by Financial Repression Essay

Effects on Economic Growth by Financial Repression - Essay Example The McKinnon-Shaw hypothesis recommended the liberalisation of the financial sectors from such restrictions to stop economic stagnation and initiate economic growth. This hypothesis, however, is not without its share of critics who pointed out that severe financial repression must be distinguished from mild repression or that the McKinnon-Shaw framework failed to take into certain factors such as inflation or that some of its basic components lacked empirical basis. Moreover, specific studies of countries that adopted this financial repression yielded unequivocal results that could lead one to assert that financial repression leads only to one and only one result - economic stagnation. In connection with this, the cases of India and China, both of which have experienced financial repression, are presented in this paper to shed light to the McKinnon-Shaw claim that financial repression negatively affects economic growth. This is timely considering that both, especially China, are pres ently considered emerging super economies of the world. Financial repression is a term that was first coined in the 1970s by McKinnon and Shaw, but was actually a condition that existed prevalently before that. As a matter of fact, financial repression was the norm and financial liberalisation, its opposing term, the exception prior to the 1980s. Financial repression, thus, refers to government intervention in the financial environment by substituting regular market variables and mechanisms with its own (Spratt 58). The existence of financial repression can be deduced from the presence of the following factors: unsystematic distortions in financial prices such as interest and exchange rates; interest rates with ceiling caps and nominal interest at fixed rates, which lead to low or even negative real interest rates.

Ethical or Unethical Behaviour at Boeing Case Study

Ethical or Unethical Behaviour at Boeing - Case Study Example It has been observed that as a consequence from the cancellation of the order from Pentagon, the company had to bear an extra cost burden of more than $1 billion in its sales. Moreover, the firm was also banned from bidding in the federal contracts for around 20 months which in turn affected its shareholders, employees as well as investors by a large extent. Additionally, the company was also found to be frequently changing its CEO’s in quick succession which created confusions and cost burden as well as other leadership hazards within the internal business environment of the organisation. For instance, in 2002 the company was led by Philip Condit. After few years Condit was replaced by Harry Stonecipher, but he was also soon taken over by McNerny. Such frequent changes in the CEO’s of the company eventually affected its financial performances by a large extent. From the overall analysis, it could be concluded that the ethical or unethical practices of the company in th e presence ultimately affected the stakeholders of Boeing including the investors, the employees and the shareholders among others (Griffin 111-112). Q.2. Which Organizational Approach To Social Responsibility Did Boeing Appear To Use Under The Leadership Of Condit And Stonecipher? How Do You Think the Approach Changed Under McNerney’s Leadership? Under the leadership of Philip Condit, Boeing was observed to be highly inclined towards mergers, both in the horizontal and vertical directions within the airlines industry as a strategy to obtain competitive advantages. It has been observed in this regard that the merger led by Philip Condit was not successful which rather gave rise... Apart from that in another issue of stolen documents from the rival company and thus practicing unethical competition, Boeing had to face cancellation of the already placed order form Pentagon and a ban of 20 months from bidding in federal contracts (Griffin 111-112). Therefore, it can be observed that Boeing, under the leadership of Condit was mostly focused on competitive positioning of the company owing to which it can be stated that the company followed a compliance-based approach towards its CSR initiatives, which however, resulted in a failure.After the leadership of Philip Condit was replaced by Harry Stonecipher, the company also had to deal with many such issues. In the year 2005, Pentagon further cancelled some of its deals with the company because of ethical issues that depicted discrimination against female workers with Boeing. The female workers also claimed that they were underpaid and filed a suit against the company. The company suffered a loss of billions of dollars from the cancellation of the Pentagon deal apart from spending almost $73 million in order to settle the suit filed by its female workers. Furthermore, Stonecipher was also under the scanner for his affair with one of the female subordinates of the company which fuelled the allegation of sexual harassment against him. As a result of such issues, Stonecipher was forced to resign from his position as the CEO of Boeing. From the analysis of both the leadership styles of the CEO’s in Boeing, it can be affirmed that the organisational approach.

It isnt worth the trouble evaluating training; Go ahead and assign me Assignment

It isnt worth the trouble evaluating training; Go ahead and assign me to a control group - Assignment Example They are not enthusiastic about their job. This lack of motivation is demonstrated through negative reaction after the training. The employees show pessimism. This indicates unsettled issues. Some employees attend the training but fail to learn for the simple reason that they did not understand the skills, principals and the facts the trainer wanted them to, (DeSimone & Werner 2008). The behavior of the employees reveals that they never had any intention to change in the first place, (McLean & 2010). All this culminates to poor results even after heavy investments in training programs. This happens when organizations ignore vital aspects about the employees’ welfare. Most of these aspects cannot be addressed in training sessions. In some organizations, the leadership receives an extremely high salary while the ordinary workers receive extremely small salaries, (McLean & 2010). This difference causes an immense deal of the inequality, which kills motivation among workers. My or ganization evaluates training through a results oriented model. Improved results reveal that training was well received and understood. This includes improved turnovers and timely achievements of the targets, (DeSimone & Werner 2008). The use of structured control and experimental groups is a model for evaluating the impact of training, (McLean & 2010). It is in order to train some workers and leave others without training. The group that receives training is referred to as the experimental group while the group that goes without training is called a control group, (DeSimone & Werner 2008). The composition of these groups is quite random and, therefore similar. Then the relevant indicators of success are taken from both groups before and after the training, (McLean & 2010). If the experimental group performs better them the training was successful. The assumption here is that if the training is considered successful, the organizations can in future a

Recation paper 8 9 and 16 Essay Example | Topics and Well Written Essays - 2500 words

Recation paper 8 9 and 16 - Essay Example However, in the social sphere (i.e., in civil society), women are accorded an important status which is not ordinarily contemplated for them in the political sphere. The piece insightfully notes that there is a dualistic nature to women’s citizenship, that aside from women’s inclusion in the application of general legal precepts, there are likewise special statutes which pertain in particular to women, alluding to a specific ideological gender construct, whether favourable or discriminatory to women. While this differentiates women’s legal rights, provisions for benefits such as maternity leaves and similar privileges in labour legislation are not so much the state’s imposition on women, as the result of women’s initiative to fight for considerations that would enable them to exercise the same rights as men (e.g. the opportunity to have a career) as well as continue to perform their biological and social functions (such as bearing and raising childr en). Radhakrishnan (1992) has a slightly different concept of the interface between nationalism and sexuality. The author regards separately the politics of nationalism and the politics of women, and that an emphasis on one will normally overwhelm the impact of the other. A duality similar to that of Yuval-Davis is conceived by Radhakrishnan; the duality this time is not in regard to women in the legal system, but rather the polarities existing in state politics. These insights were drawn in the context of the Indian state which itself is caught in the duality of East and West, modern and traditional, the mystical and the progressive. While the author discusses this duality in relation to India specifically, it is undeniable that the constructs created may easily apply to nearly any developing country with a colonial past and on the threshold of accelerated growth. The discussion by Radhakrishnan began strongly with the premise of gender relations in the state; however, somewhere in the course of the discussion the topic veered exclusively into the realm of Indian politics and relegated the issue of sexuality and gender relations to the background. What one may deduce from this is that gender is but one of the details subsumed into the greater issue of nationality and statehood. Towards the end, the author concentrated on insights by Nehru and Gandhi, which, while valuable to the discussion on India, does not quite square with the discussion of nationalism and gender. It seems as if the treatment of gender is but incidental to the broader issue of the duality of a post-colonial state. Exploring the topic of duality and taking it further, the article by Kandiyoti (1991) comments on the outright contradictions that exist in former colonial societies. In this case, society’s control over women becomes the manifestation of a nation’s identity and cultural distinctiveness. In the emergent nation, as the people gain their status as individual citizens endowed with rights, their traditional regard for women will have to evolve in order to accommodate the extension of the benefits of citizenship to women. Women’s emergence as citizens is â€Å"predicated upon the transformation of institutions and customs† (Kandiyoti, 1991, 429) that had formerly bound the social

Ethical or Unethical Behaviour at Boeing Case Study

Ethical or Unethical Behaviour at Boeing - Case Study Example It has been observed that as a consequence from the cancellation of the order from Pentagon, the company had to bear an extra cost burden of more than $1 billion in its sales. Moreover, the firm was also banned from bidding in the federal contracts for around 20 months which in turn affected its shareholders, employees as well as investors by a large extent. Additionally, the company was also found to be frequently changing its CEO’s in quick succession which created confusions and cost burden as well as other leadership hazards within the internal business environment of the organisation. For instance, in 2002 the company was led by Philip Condit. After few years Condit was replaced by Harry Stonecipher, but he was also soon taken over by McNerny. Such frequent changes in the CEO’s of the company eventually affected its financial performances by a large extent. From the overall analysis, it could be concluded that the ethical or unethical practices of the company in th e presence ultimately affected the stakeholders of Boeing including the investors, the employees and the shareholders among others (Griffin 111-112). Q.2. Which Organizational Approach To Social Responsibility Did Boeing Appear To Use Under The Leadership Of Condit And Stonecipher? How Do You Think the Approach Changed Under McNerney’s Leadership? Under the leadership of Philip Condit, Boeing was observed to be highly inclined towards mergers, both in the horizontal and vertical directions within the airlines industry as a strategy to obtain competitive advantages. It has been observed in this regard that the merger led by Philip Condit was not successful which rather gave rise... Apart from that in another issue of stolen documents from the rival company and thus practicing unethical competition, Boeing had to face cancellation of the already placed order form Pentagon and a ban of 20 months from bidding in federal contracts (Griffin 111-112). Therefore, it can be observed that Boeing, under the leadership of Condit was mostly focused on competitive positioning of the company owing to which it can be stated that the company followed a compliance-based approach towards its CSR initiatives, which however, resulted in a failure.After the leadership of Philip Condit was replaced by Harry Stonecipher, the company also had to deal with many such issues. In the year 2005, Pentagon further cancelled some of its deals with the company because of ethical issues that depicted discrimination against female workers with Boeing. The female workers also claimed that they were underpaid and filed a suit against the company. The company suffered a loss of billions of dollars from the cancellation of the Pentagon deal apart from spending almost $73 million in order to settle the suit filed by its female workers. Furthermore, Stonecipher was also under the scanner for his affair with one of the female subordinates of the company which fuelled the allegation of sexual harassment against him. As a result of such issues, Stonecipher was forced to resign from his position as the CEO of Boeing. From the analysis of both the leadership styles of the CEO’s in Boeing, it can be affirmed that the organisational approach.

Recation paper 8 9 and 16 Essay Example | Topics and Well Written Essays - 2500 words

Recation paper 8 9 and 16 - Essay Example However, in the social sphere (i.e., in civil society), women are accorded an important status which is not ordinarily contemplated for them in the political sphere. The piece insightfully notes that there is a dualistic nature to women’s citizenship, that aside from women’s inclusion in the application of general legal precepts, there are likewise special statutes which pertain in particular to women, alluding to a specific ideological gender construct, whether favourable or discriminatory to women. While this differentiates women’s legal rights, provisions for benefits such as maternity leaves and similar privileges in labour legislation are not so much the state’s imposition on women, as the result of women’s initiative to fight for considerations that would enable them to exercise the same rights as men (e.g. the opportunity to have a career) as well as continue to perform their biological and social functions (such as bearing and raising childr en). Radhakrishnan (1992) has a slightly different concept of the interface between nationalism and sexuality. The author regards separately the politics of nationalism and the politics of women, and that an emphasis on one will normally overwhelm the impact of the other. A duality similar to that of Yuval-Davis is conceived by Radhakrishnan; the duality this time is not in regard to women in the legal system, but rather the polarities existing in state politics. These insights were drawn in the context of the Indian state which itself is caught in the duality of East and West, modern and traditional, the mystical and the progressive. While the author discusses this duality in relation to India specifically, it is undeniable that the constructs created may easily apply to nearly any developing country with a colonial past and on the threshold of accelerated growth. The discussion by Radhakrishnan began strongly with the premise of gender relations in the state; however, somewhere in the course of the discussion the topic veered exclusively into the realm of Indian politics and relegated the issue of sexuality and gender relations to the background. What one may deduce from this is that gender is but one of the details subsumed into the greater issue of nationality and statehood. Towards the end, the author concentrated on insights by Nehru and Gandhi, which, while valuable to the discussion on India, does not quite square with the discussion of nationalism and gender. It seems as if the treatment of gender is but incidental to the broader issue of the duality of a post-colonial state. Exploring the topic of duality and taking it further, the article by Kandiyoti (1991) comments on the outright contradictions that exist in former colonial societies. In this case, society’s control over women becomes the manifestation of a nation’s identity and cultural distinctiveness. In the emergent nation, as the people gain their status as individual citizens endowed with rights, their traditional regard for women will have to evolve in order to accommodate the extension of the benefits of citizenship to women. Women’s emergence as citizens is â€Å"predicated upon the transformation of institutions and customs† (Kandiyoti, 1991, 429) that had formerly bound the social

Minor capacity judgement Essay Example for Free

Minor capacity judgement Essay Mohori Bibee and another Vs. Dharmodas Ghose Mohori Bibee and another Vs. Dharmodas Ghose Options Dock Print PDF Court :  Kolkata Reported in :  (1903)30IndianAppeals114 Judge :  Lord Macnaghten; Lord Davey; Lord Lindley; Sir Ford North; Sir Andrew Scoble; Sir Andrew Wilson, JJ. Decided On :  Mar-04-1903 Acts :  Indian Evidence Act, 1877 Section 115; Indian Contract Act Sections 41, 19, 64, 65 Appellant :  Mohori Bibee and another Respondent :  Dharmodas Ghose Advocate for Respondent :  W. W. Box, Adv. Advocate for Appellant :  Watkins; Lempriere, Advs. Judgment: SIR FORD NORTH, J. On July 20, 1895, the respondent, Dhurmodas Ghose, executed a mortgage in favour of Brahmo Dutt, a money-lender carrying on business at Calcutta and elsewhere, to secure the repayment of Rs. 20,000 at 12 per cent. interest on some houses belonging to the respondent. The amount actually advanced is in dispute. At that time the respondent was an infant; and he did not attain twenty-one until the month of September following. Throughout the transaction Brahmo Dutt was absent from Calcutta, and the whole business was carried through for him by his attorney, Kedar Nath Mitter, the money being found by Dedraj, the local manager of Brahmo Dutt. While considering the proposed advance, Kedar Nath received information that the respondent was still a minor; and on July 15, 1895, the following letter was written and sent to him by Bhupendra Nath Bose, an attorney:— â€Å"Dear Sir,—I am instructed by S. M. Jogendranundinee Dasi, the mother and guardian appointed by the High Court under its letters patent of the person and property of Babu Dhurmodas Ghose, that a mortgage of the properties of the said Babu Dhurmodas Ghose is being prepared from your office. I am instructed to give you notice, which I hereby do, that the said Babu Dhurmodas Ghose is still an infant under the age of twenty-one, and any one lending money to him will do so at his own risk and peril. † Kedar Nath positively denied the receipt of any such letter; but the Court of first instance and the Appellate Court both held that he did personally receive it on July 15; and the evidence is conclusive upon the point. On the day on which the mortgage was executed, Kedar Nath got the infant to sign a long declaration, which, he had prepared for him, containing a statement that he came of age on June 17; and that Babu Dedraj and Brahmo Dutt, relying on his assurance that he had attained his majority, had agreed to advance to him Rs. 0,000. There is conflicting evidence as to the time when and circumstances under which that declaration was obtained; but it is unnecessary to go into this, as both Courts below have held that Kedar Nath did not act upon, and was not misled by, that statement, and was fully aware at the time the mortgage was executed of the minority of the respondent. It may be added here that Kedar Nath was the attorney and agent of Brahmo Dutt, and says in his evidence that he got the declaration for the greater security of his â€Å"client. † The infant had not any separate legal adviser. On September 10, 1895, the infant, by his mother and guardian as next friend, commenced this action against Brahmo Dutt, stating that he was under age when he executed the mortgage, and praying for a declaration that it was void and inoperative, and should be delivered up to be cancelled. The defendant, Brahmo Dutt, put in a defence that the plaintiff was of full age when he executed the mortgage; that neither he nor Kedar Nath had any notice that the plaintiff was then an infant; that, even if he was a minor, the declaration as to his age was fraudulently made to deceive the defendant, and disentitled the plaintiff to any relief; and that in any case the Court should not grant the plaintiff any relief without making him repay the moneys advanced. By a further statement the defendant alleged that the plaintiff had ubsequently ratified the mortgage; but this case wholly failed, and is not the subject of appeal. Jenkins J. , who presided in the Court of first instance, found the facts as above stated, and granted the relief asked. And the Appellate Court dismissed the appeal from him. Subsequently to the institution of the present appeal Brahmo Dutt died, and this appeal has been prosecuted by his executors. The first of the appellants reasons in support of the present appeal is that the Courts below were wrong in holding that the knowledge of Kedar Nath must be imputed to the defendant. In their Lordships opinion they were obviously right. The defendant was absent from Calcutta, and personally did not take any part in the transaction. It was entirely in charge of Kedar Nath, whose full authority to act as he did is not disputed. He stood in the place of the defendant for the purposes of this mortgage; and his acts and knowledge were the acts and knowledge of his principal. It was contended that Dedraj, the defendants gomastha, was the real representative in Calcutta of the defendant, and that he had no knowledge of the plaintiffs minority. But there is nothing in this. He no doubt made the advance out of the defendants funds. But he says in his evidence that â€Å"Kedar Babu was acting on behalf of my master from the beginning in this matter†; and a little further on he adds that before the registration of the mortgage he did not communicate with his master on the subject of the minority. But he did know that there was a question raised as to the plaintiffs age; and he says, â€Å"I left all matters regarding the minority in the hands of Kedar Babu. † The appellants counsel contended that the plaintiff is estopped by s. 115 of the Indian Evidence Act (I. f 1872) from setting up that he was an infant when he executed the mortgage. The section is as follows: â€Å"Estoppel. When one person has by his declaration act or omission intentionally caused or permitted another person to believe a thing to be true, and to act upon such belief, neither he nor his representative shall be allowed in any suit or proceeding between himself and such person or his representative to deny the truth of that thing. † The Courts below seem to have decided that this section does not apply to infants; but their Lordships do not think it necessary to deal with that question now. They consider it clear that the section does not apply to a case like the present, where the statement relied upon is made to a person who knows the real facts and is not misled by the untrue statement. There can be no estoppel where the truth of the matter is known to both parties, and their Lordships hold, in accordance with English authorities, that a false representation, made to a person who knows it to be false, is not such a fraud as to take away the privilege of infancy: Nelson v. Stocker. 0 The same principle is recognised in the explanation to s. 19 of the Indian Contract Act, in which it is said that a fraud or misrepresentation which did not cause the consent to a contract of the party on whom such fraud was practised, or to whom such misrepresentation was made, does not render a contract voidable. The point most pressed, however, on behalf of the appellants was that the Courts ought not to have decreed in the respondents favour without ordering him to repay to the appell ants the sum of Rs. 0,500, said to have been paid to him as part of the consideration for the mortgage. And in support of this contention s. 64 of the Contract Act (IX. of 1872) was relied on:— â€Å"Sect. 64. When a person at whose option a contract is voidable rescinds it, the other party thereto need not perform any promise therein contained of which he is promisor. The party rescinding a voidable contract shall, if he have received any benefit thereunder from another party to such contract, restore such benefit, so far as may be, to the person from whom it was received.    Both Courts below held that they were bound by authority to treat the contracts of infants as voidable only, and not void; but that this section only refers to contracts made by persons competent to contract, and therefore not to infants. The general current of decision in India certainly is that ever since the passing of the Indian Contract Act (IX, of 1872) the contracts of infants are voidable onl y. This conclusion, however, has not been arrived at without vigorous protests by various judges from time to time; nor indeed without decisions to the contrary effect. Under these circumstances, their Lordships consider themselves at liberty to act on their own view of the law as declared by the Contract Act, and they have thought it right to have the case reargued before them upon this point. They do not consider it necessary to examine in detail the numerous decisions above referred to, as in their opinion the whole question turns upon what is the true construction of the Contract Act itself. It is necessary, therefore, to consider carefully the terms of that Act; but before doing so it may be convenient to refer to the Transfer of Property Act (IV of 1882), s. of which provides that every person competent to contract and entitled to transferable property. . . . is competent to transfer such property. . . . in the circumstances, to the extent, and in the manner allowed and prescribed by any law for the time bring in force. That is the Act under which the present mortgage was made, and it is merely dealing with persons competent to contract; and s . 4 of that Act provides that the chapters and sections of that Act which relate to contracts are to be taken as part of the Indian Contract Act, 1872. The present case, therefore, falls within the provisions of the latter Act. Then, to turn to the Contract Act, s. 2 provides: (e) Every promise and every set of promises, forming the consideration for each other, is an agreement. (g) An agreement not enforceable by law is said to be void. (h) An agreement enforceable by law is a contract. (i) An agreement which is enforceable by law at the option of one or more of the parties thereto, but not at the option of the other or others, is a voidable contract. Sect. 0 provides: â€Å"All agreements are contracts if they are made by the free consent of parties competent to contract for a lawful consideration and with a lawful object, and are not hereby expressly declared to be void. † Then s. 11 is most important, as defining who are meant by â€Å"persons competent to contract†; it is as follows; â€Å"Every person is competent to contract who is of the age of majority according to the law to which he is subject, and who is o f sound mind, and is not disqualified from contracting by any law to which he is subject. † Looking at these sections, their Lordships are atisfied that the Act makes it essential that all contracting parties should be â€Å"competent to contract,† and expressly provides that a person who by reason of infancy is incompetent to contract cannot make a contract within the meaning of the Act. This is clearly borne out by later sections in the Act. Sect. 68 provides that, â€Å"If a person incapable of entering into a contract, or any one whom he is legally bound to support, is supplied by another person with necessaries suited to his condition in life, the person who has furnished such supplies is entitled to be reimbursed from the property of such incapable person. It is beyond question that an infant falls within the class of persons here referred to as incapable of entering into a contract; and it is clear from the Act that he is not to be liable even for necessaries, a nd that no demand in respect thereof is enforceable against him by law, though a statutory claim is created against his property. Under ss. 183 and 184 no person under the age of majority can employ or be an agent. Again, under ss. 47 and 248, although a person under majority may be admitted to the benefits of a partnership, he cannot be made personally liable for any of its obligations; although he may on attaining majority accept those obligations if he thinks fit to do so. The question whether a contract is void or voidable presupposes the existence of a contract within the meaning of the Act, and cannot arise in the case of an infant. Their Lordships are, therefore, of opinion that in the present case there is not any such voidable contract as is dealt with in s. 64. A new point was raised here by the appellants counsel, founded on s. 5 of the Contract Act, a section not referred to in the Courts below, or in the cases of the appellants or respondent. It is sufficient to say tha t this section, like s. 64. starts from the basis of there being an agreement or contract between competent parties, and has no application to a case in which there never was, and never could have been, any contract. It was further argued that the preamble of the Act shewed that the Act was only intended to define and amend certain parts of the law relating to contracts, and that contracts by infants were left outside the Act. If this were so, it does not appear how it would help the appellants. But in their Lordships opinion the Act, so far as it goes, is exhaustive and imperative, and does provide in clear language that an infant is not a person competent to bind himself by a contract of this description. Another enactment relied upon as a reason why the mortgage money should be returned is s. 41 of the Specific Relief Act (I. of 1877), which is as follows: â€Å"Sect. 41. On adjudging the cancellation of an instrument the Court may require the party to whom such relief is granted to make any compensation to the other which justice may require. Sect. 38 provides in similar terms for a case of rescission of a contract. These sections, no doubt, do give a discretion to the Court; but the Court of first instance, and subsequently the Appellate Court, in the exercise of such discretion, came to the conclusion that under the circumstances of this case justice did not require them to order the return by the r espondent of money advanced to him with full knowledge of his infancy, and their Lordships see no reason for interfering with the discretion so exercised. It was also contended that one who seeks equity must do equity. But this is the last point over again, and does not require further notice except by referring to a recent decision of the Court of Appeal in Thurstan v. Nottingham Permanent Benefit Building Society21, since affirmed by the House of Lords. 22 In that case a female infant obtained from the society of which she was a member part of the purchase-money of some property she purchased; and the society also agreed to make her advances to complete certain buildings thereon. They made the advances, and took from her a mortgage for the amount. On attaining twenty-one she brought the action to have the mortgage declared void under the Infants Relief Act. The Court held that, as regards the purchase-money paid to the vendor, the society was entitled to stand in his place and had a lien upon the property, but that the mortgage must be declared void, and that the society was not entitled to any repayment of the advances. Dealing with this part of their claim Romer L. J, says23: â€Å"The short answer is that a Court of Equity cannot say that it is equitable to compel a person to pay any moneys in respect of a transaction which as against that person the Legislature has declared to be void. So here. Their Lordships observe that the construction which they have put upon the Contract Act seems to be in accordance with the old Hindu Law as declared in the laws of Menu, ch. viii. 163; and Colebrookes Dig. liii. 2, vol. ii. p. 181; although there are no doubt, decisions of some weight that before the Indian Contract Act an infants contract was voidable only in accordance with English law as it then stood. The appeal, therefore, wholly fails; and their Lordships will humbly advise His Majesty that it should be dismissed. The appellants must pay the costs of the appeal.