Cell Phones And Mobile Cars - 878 Words

Throughout human advancement our brain has developed new abilities, ingenuity, and intelligence, all of which are crucial to precede in the next step of evolution. However all of those factors do not help the vulnerable mind achieve one goal while driving which is avoiding distractions. The conflict with driving that most experienced and inexperienced drivers have, is the confrontation with inner and outer disturbances in their environment. Throughout the beginnings of the first mobile cars, many diversions from the outside environment were the reasons for many accidents. However, these diversions have changed throughout the involvement and advancement of technology. The term mobile is now fused with transportation ad communication. Mobile phones and mobile cars might have the same expression but do not mix well together. The development of time-absorbing apps and games has come a long way in its process of just being temporarily useful programs. Each time these utilities enhance the ir abilities; the danger rises therefore being a contributor to becoming â€Å"an even greater temptation† (Bernstein Bernstein 1). The device at hand could be a weapon if not an accomplice of an accident. Interacting with any hand held gadget, increases the risk of involving death to any individual, including one self’s, life. Many consider the fact that even having one inside the car, increases the chances of an incident happening due to lack of â€Å"situational awareness† (Bernstein BernsteinShow MoreRelatedCell Phone While Driving949 Words   |  4 PagesCell phone usage while driving is a major source of distraction that could potentially lead to accidents and consequently cause injury or loss of life. Technology has had a way of dealing with distractions by coming up with hands-free cell phones mounted on the dashboards of most vehicles. But, even so, cell phones are still a source of distraction when driving regardless of the fact that they are hand- held or not. Therefore, even the choice for authorities to come up with handheld bans still thatRead MoreThe Evolution Of Cell Phones1331 Words   |  6 PagesThe Evolution of Cell Phones: 1995-Present Throughout the twentieth-century, different inventions and predictions were made to determine what the future would be like. For example, hover cars and advanced spacecraft were some of the most iconic pieces of predicted technology. Although hover cars still have yet to be refined some predictions of the twentieth-century are seen being used today, such as small portable communicators. Small portable communicators have enhanced the way people communicateRead MoreCellphones Essay1370 Words   |  6 PagesCell phones Freymel De La Rosa Mr. Ramà ­rez English 11, 3rd period May 29th 2012 Outline Thesis Statement: Cell phones have changed us socially in many ways since their first invention till now, through their history, uses, and their changes in communication. Introduction I. Cell phones History A. First cell phones B. Cell phones inventor C. How they work II. Using of Cell Phones A. Changes in Communication B. Benefits C. Health effects III. Have theyRead MoreUsing A Cell Phone While Driving1715 Words   |  7 Pagesfor the future. Martin Cooper is known as one of the most innovated people that have changed the world by his creation of the cell phone. The invention originated as a car phone, but Cooper believed a phone should be wireless; making it one of the greatest dangerous weapons for killing people (Molella, 2014). Cell phone use while driving increases the probabilities of car accidents. The component of driving entails the driver to concentrate on the road, time, speed and psychological assignment;Read MoreBan on the Usage of Cell Phone while Driving808 Words   |  3 Pagesï » ¿Cell phone ban while driving Many states in America according to their research have found out that use of cell phones in cars have contributed to several accidents as well as traffic violations and are now legislating rules and regulations on cell phone usage so as to create safer driving environment in the states hence reducing the number of accidents each and every day caused by use of cell phones while driving. Jennifer Clark (2012 ) indicates that teenage drivers were banned from any cellRead MoreCell Phones And Its Effect On Society1480 Words   |  6 Pagesthis technology, the cell phone was created and over the years has advanced itself. The cell phone has become a necessity to many. All ages use this mobile device for either personal or business uses. Higgins states that the amount of cell phones active has increased from â€Å"one billion in 2000 to 6 billion.† Although cell phones paly an important role in the lives of many, the negative possibilities could cause destruction to our society. According to Russell Ware, a cell phone is â€Å"any portable telephoneRead MoreThe Debate Of Cell Phones1620 Words   |  7 PagesThe Great Debate of Cell Phones Technology has advanced over the years, causing our lifestyle to change drastically and head down a new path. With these advances in technology, the cell phone appeared and has evolved throughout time. The cell phone has become a necessity to many. All ages use this mobile device for either personal or business use. Higgins states that the amount of cell phones active has increased from â€Å"one billion in 2000 to 6 billion.† Although cell phones play an important roleRead MoreCell Phones And Its Impact On Human Life1499 Words   |  6 Pagesadvancement of cell phones and their abilities. Advancement in cell phone computers has led to technologies that have improved the overall quality of human life. Today s modern cell phones combine multiple devices into one, which gives the cell phone many different uses. The advancement in cell phones has impacted the way humans interact with each other as well as form relationships. Cell phones have been around since the early 1920s, instead of being the mobile phone we have today, these phones were radiosRead MoreEvolution of Cell Phones1324 Words   |  6 Pages Today we refer to our phones as cellphones or mobile phones. However, that was not the case when they first came about. The term â€Å"radiotelephony† was used to describe what we now call our cell phones. Early radiotelephony, â€Å"early† dating back to the 1940’s, services was available for a very small amount of people. The very first mobile phones were better known as radiotelephones and were first used in the early part of the last century. Radiotelephones were originally used for ship-to-shore orRead MoreMobile Phone Advantages And Disadvantages Essay1188 Words   |  5 PagesIntroduction A cell phone is a gadget in telecommunication that uses radio waves over a region of network. A cell station at a fixed location serves the purpose of connecting cellphones wireless transmission for calls, landlines, and internet access (Furht Ahson, 2016). The cellular phone identifies as a mobile application in the network structure comprising of SIM card and equipment assigning the telephone digits. The cellular phones are evolving, from the two- way radio to the current pocket-size

Advertisements For Anti Anxiety Medication - 950 Words

After the attack on the world trade center, anxiety was very much a thing in New York City. As advertisements for anti-anxiety medication began to pop up on the streets and television networks, notice was taken. Direct-to-consumer pharmaceutical advertisements have the ability to encourage people to seek medical attention for conditions/symptoms that could otherwise go unnoticed (Mintzes 908). In an area so stricken by anxiety such as a traumatic event, symptoms may very easily go unnoticed, as they are in the majority of the population. Advertisements that target the public and explain the symptoms and reasons behind these feelings, once again have the ability to educate consumers. An educated consumer is more likely to speak to their doctor about a condition or a medication. The proponents of direct-to-consumer pharmaceutical advertisements focus largely on educating the consumer and patient-provider communication. There is a significant correlation between an increase in direct-to -consumer pharmaceutical advertisements and an increase in prescriptions. The critics who are opposed to direct-to-pharmaceutical advertisements suggest that more advertising leads to more requests and more prescriptions of certain medications. They also claim that the publications of such advertisements may eventually blur the distinction between patient and consumer if we are not careful. Physicians have reported that most patients who are knowledgeable on a DTC advertised pharmaceuticalShow MoreRelatedSocial Forces That Influence Healthcare Today868 Words   |  4 Pages An issue that has increased and influenced medicine and pharmacology is mental health illness. Previously our society was not aware of mental health illness as they are now and the pharmaceutical industry is booming in providing medication for illnesses such as anxiety and depression including many more. Another impact on medicine and pharmaceuticals is obesity in our country and the measures being taken to redu ce weight and transfer to a healthier lifestyle. As the fight to legalize marijuana continuesRead MoreReasons For Tobacco Companies Success1160 Words   |  5 PagesProf. Johnson 12/1/14 Reasons for Tobacco Companies’ Success: Anxiety It is in our human nature to keep ones self out of danger. Having anxiety or an anxious moment can be rather useful in guiding the decisions we make. In a rather unfortunate case, anxiety does not wait for all dangerous moments. Anxiety can persist in situations where there is no need to be anxious over. Although cigarettes may have the symptoms of reducing anxiety levels, cigarettes end up causing more harm than good and shouldRead MoreMental Illness And Its Effects On The Quality Of Life2129 Words   |  9 Pagespatient and the general public. With the generally negative stigma surrounding the disease, it is reasonable to infer that patients live down to the diagnosis and the expectations that have been set by society. Ethically speaking, the prescription of medication raises the false hope of treatment and the fact that, regardless of the presence of the sickness, the diagnosis from a mental health specialist contributes to self-affirmation and digs a deeper mental hole than the re previously was. In summary,Read More Kava-Kava: A Possible Solution for Stress and Anxiety Essay3447 Words   |  14 PagesThroughout life, we each experience the anxiety of the unknown and the inevitable stress of our responsibilities combined with our limited supply of time. New technology, a strong economy, and increased competitiveness for jobs in the work force seem to usher in increased stress and anxiety. Although many dismiss this as a natural part of life, the health arena asserts the detrimental side effects of continual stress upon one’s body. In fact, experts attribute almost 60 percent of doctor visitsRead MoreThe Mega Marketing Of Depression1522 Words   |  7 Pagesof Depression in Japan† is an example where differences in consciousness are negative. In Watters’ story, while the Western conception of depression is a severe feeling of sadness and anxiety, the Japanese citizens see depression as a simple disease that does not require much attent ion. They refuse to take medication or ask a doctor. It is often necessary to alter a person’s consciousness in order to direct him/her down the right path and keep him/her from making regrettable decisions. However,Read MoreBoth Physicians And Patients Rely On The Pharmaceutical1694 Words   |  7 PagesBoth physicians and patients rely on the Pharmaceutical industry to adequately provide medication to address public health concerns ranging from depression to obesity, to name a few. An increased reliance on medication leads to the creation of one of the largest and most profitable pharmaceutical corporations to exist across the world. However, because pharmaceutical companies profit from the drugs they sell, they have incentives to influence the public into buying the drugs they produce; the mainRead More The Relationship Between War and Man1600 Words   |  7 Pagesdistinct from that of proceeding wars to come. Citizens were excited, families were proud to know that their sons were enlisted and patriotism and brotherhood we re alive and well. Young men were very much encouraged to join the war effort and advertisements soliciting the call to arms were seen in a positive light. Enlistment was something expected of these young men, they wouldn’t dare be the ones to be â€Å"ostracized† or called â€Å"coward† . With no way around the Great War many did indeed join theRead MoreTeenage Prescription Drug Abuse Essay1427 Words   |  6 Pages theantidrug). Furthermore, because prescriptions drugs are prescribed by doctors they are less likely to be seen as deleterious to teens’ health. A lack of awareness of the problem on the part of teens, parents and society in general, the over-medication of America, and the greater stresses and pressures put upon teens in the modern world have all conspired to create the growing problem of prescription drug abuse by teens. â€Å"The behavior, drug abuse prevention experts say, is notably differentRead MoreTobacco Should Be Illegal1472 Words   |  6 Pagesbetween 10 and 13 years old with one or more favorite cigarette ads were at least 50 percent more likely to take up underage smoking†(Wascher, Robert A. Smoking Advertisements Influence Teen Smoking). Because of the 1998 Master Settlement Agreement, which states tobacco companies will not target teens and preteens in their tobacco advertisements, companies have come up with creative ways to target a new generation of victims to their products. Tobacco companies are a business and in order to stay profitableRead MoreA Research Study On Drug Testing2147 Words   |  9 Pagesspecific drugs that may or may not be suited for their patient. Glaxo Smith Kline (GSK) developed an antidepressant Seroxat. This drug is used to treat depression and anxiety in individuals. Seroxat was bringing in a huge profit per year. However, more drugs were being developed at this time for adults with depression and anxiety causing a decrease in profit for GSK. This resulted in GSK looking for new ways to increase profits. GSK then began to target the child/adolescent population. GSK performed

Hca/210 Final Project Wk 9 Free Essays

My Proposal for a New Health Care System Alyssa Zacharias HCA/210 March 28, 2010 Joan Lewis {pcut:paragraph_to_cut} A vision for a new health care system would be guaranteed affordable health care to all Americans. Our medical care is good, but the system which the care is financed is extremely inefficient, unfair, and extremely bad. Americans remain uninsured, due to the high cost of health care coverage, not just to the family finances, but to corporate American’s bottom line as well. We will write a custom essay sample on Hca/210 Final Project Wk 9 or any similar topic only for you Order Now The United States spends much more share of its economy on health care than any other nation, and yet has failed Americans with the one thing that health insurance is suppose to provide: health security. To avoid recurring dismissal of previous campaigns, this new health care system will provide a successful agenda taken seriously the political constraints, and organizational realities that have hamstrung reform efforts in the past. This system will build on the most popular elements of the present structure; (Medicare and employment-based health insurance) making changes that are self-reinforced, straightforward, and guaranteed health security. ( Hacker, S. Jacob, January 11, 2007) My new health care system will expand coverage, create better incentives for quality and efficiency, and link health insurance to individuals, rather than to their place of employment. It will be guided with personal responsibility for one’s own health as well as being ensured the health and welfare of all our citizens. It would make health insurance mandatory for all U. S. citizens, offering subsidies to help defray the cost of premiums. Our American citizens would benefit the most from this new health care system. A failure to act rising health care costs will jeopardize our public’s health and undercut out international competitiveness. A failure to make affordable health changes available to our Americans who are currently uninsured is morally indefensible. If we use this new health care system, we will be lowering the health care costs and the premium costs of medication. This will suit the needs of all American citizens, with low income or no income that have little or no health coverage at all. (Nichols, Len, July 2007) My new health care system would not have any existing populations with disadvantages, there would be an affordable plan for all American citizens, and this new system would leave no individual uninsured. Each American citizen will have coverage for their medical and medication needs, with affordable premium plans to suit their budgets. This new proposal would solve current challenges such as; 1) access to health care- the first major challenge, people being uninsured are less likely to receive appropriate care, for such things as chronic illnesses, and are more likely to die from diseases. 2) cost- the evidence suggests that the cost of health care in the United States is greater than necessary to allow us to achieve the levels of health and longevity we now enjoy. Insurance companies and the government play such prominent roles in financial health care, patients and doctors have less incentive to consider the extra costs of optional tests or treatments. Taking on this fist challenge we will take in consideration that the uninsured are not all alike; they include people, who have low income, people who are not poor but have costly health conditions, those employed but don’t get offered an group health insurance. Taking on the second challenge, could be the challenge hard to overcome. Increasing access or improving quality, may increase rather than reduce total cost. Patients, doctors, and hospitals must be given incentives for choosing cost-effective approaches. The best way to reduce the financial burdens in our health care system is to deliver cost-effective health care throughout the entire system. Today with the diversity of people, companies can’t create just one benefits program that meets everyone’s needs. The employer decides how much money it will allot per employee for the year for benefits; once that figure is assigned the employees can research and compare the costs of various health insurance options. (Bernanke, S. Ben, June 16, 2008) In conclusion this new health care system would provide affordable and reliable health care for every American. This would also provide the much needed coverage for those who need it the most. Having health coverage for every American would also cut down on the amount of people who wait to see a doctor until they are too ill, who then have to go into the emergency room, which then costs the health care system and government more money. (Bernanke, S. Ben, June 16, 2008) http://www. federalreserve. gov/newsevents/speech/bernanke20080616a. htm (Hacker, S. Jacob, January 11, 2007) http://sharedprosperity. org/bp180. html (Nichols, Len, July 2007) http://www. newamericannet/publications/policy/sustainable_health_system_all_americans How to cite Hca/210 Final Project Wk 9, Papers

Essentials of Human Resource Management System

Question: Discuss about the Essentials of Human Resource Management System. Answer: Introduction: Human Resource Planning has emerged as a challenging task to the HRM in the globalized area of business. Globalization has brought ample of options to the organizations for expanding its expertise to a broader part of the world. However, it has also put the HRM into enormous kinds of pressure for maintaining a peaceful workplace activity in organizations. Some of the issues that have tested the skills of the HRM are issues related to high turnover, skills shortages, tight labour market, ageing population, diversity and many more. These are some of the most important factors, which have put a sounding pressure on the HRM to balance it to the fullest of possibilities. The aim of the essay is to give the HRM some effective ways to bring productivity in its practices through the help of effective strategic planning, resource based view etc. Effective Strategic HR Planning is a challenging task for the HRM, which has put several pressures on its shoulders for several of reasons such as diversity, ageing population, skills shortages, high turnover, tight labours and many more. However, it has become necessary for the HRM to rejoin the hands of collaboration with the SHRM to put forth the resonant reply to the problem (Aswathappa 2013). SHRM is the group society for the international HRM management, which prepares skilled HRM through several ways such as education, certification courses, thought leadership, community and many more. It is the worlds biggest society for the HRM, which operates in not less than 165 countries. For nearly the last seven decades, it has been serving the service to prepare the excellent HRM personals across the globe. It has almost 575 affiliated chapters in the United States of America. It also has its subsidiaries in some other parts of world such as China, India and United Arab Emirates. HRM i s a group in organizations that are engaged in managing human resources. It has come into existence to provide excellent work output from employees (SHRM, 2017). The globalization has not only brought the multinational companies of different parts of world close to one another but it has also enhanced the challenging level for the HRM to maintain the several kinds of diversity in the organizations. One of the most popular problems of this segment is the ageing population of employees, which has created ample of pressure on some countries such as Singapore (Stredwick 2013). In Singapore, the ageing population of baby-boomers have created several pressures on the HRM to find out the alternate options for the highlighted problem in the coming future. This is one of the problems that globalization has put forward. Another problem of the globalization is the tight labour rules, which are more threatening go organizations in China. In China, the minimum wage standard is very high that makes it one of the toughest destinations to have a high profit margin. The cost of raw materials is comparatively cheaper in China; however, the high labour cost is a constraint on the foreign companies (Banfield and Kay 2012). Diversity is one of the most challenging tasks ahead of the HRM in the globalized era of business. To understand the problem, it is necessary to understand the types of employees, which are certain because of globalization in companies. For a Company, which goes to the foreign nations after being inspired by the globalization, it has to have employees from three locales such as host nation, parent nation and third country nation. The assimilation of three countries at one place for the purpose of business do put ample of pressure on the HRM to mitigate the cultural diversity related problem (Bratton and Gold 2012). To mitigate the rising challenges in front of the HRM, it has to undergo some kinds of restructuring to meet with the changing demand of the stakeholders. The high labour costs are unmanageable but an alternate solution can provide the solution for the organizations as it is serving for the Walmart in China. Walmart has no manufacturing centres in China as it depends on the export done from the China, which makes this cost effective and free from any anti-union activities. Cultural diversity is one of the major problems ahead of the HRM, which comes into picture once a company plans for an offshore operation of it. It is not feasible to send all the existing employees to the offshore destination. On contrary to this, some are selected and sent to the offshore locations. However, the local applicants fill up the rest of the positions. This is where the assimilation in between the local residents and the employees of parent Company happens. The management is aware of the importance of the assimilation but the same level of understanding is not feasible to the employees also. It becomes necessary for the HRM to train employees on the cultural awareness, which is helpful for a cooperative work at the workplace (Brewster and Mayrhofer 2012). HR planning and project management is a rising concern for the Global HRM, which has put the HRM under several kinds of pressure. The importance of the HR planning can well be understood in the example given in the attached link, which is on the Queensland Rail Disruptions: Annastacia Palaszczuk furious over 100 cancelled trains in Brisbane (Budhwar and Debrah 2013). The incident that was highlighted through this link is about the cancellation of 100 trains because of drivers shortages. The new line of Redcliffe Peninsula did witness the cancellation of hundred trains because of unavailability of trained drivers for the new line. The main issue, which was highlighted with the help of the link, is about the shortages of trained drivers for the new line in the Queensland. It was a big project, which needs to be taken with utmost care of skills and qualities. However, it cannot turn around as per the expectation. Ms Gluer did feel that the ignorance to the training for the staffs has re sulted in this performance related glitch (ABC News, 2017). It gives some important clues to the HRM for mitigating the rising threat of issues because of the globalization. The rising trend of globalization has put immense pressure on the HRM to maintain a balance relationship in between staffs of diverse cultures. The above example did prioritise the importance of staffing and training, which is of utmost importance for the HRM (Tiwari and Saxena 2012). Training is undoubtedly one of the most effective tools for inducing job relevant skills into employees. For the irrespective of the professionals, training is compulsory to put their focus on the project requirement. A big project such as Queensland Train Service to a new line needs an utmost care of the HRM on its selected employees with the use of necessary tools. Training is arguably one of the most effective tools in mitigating the staffing problem and training the skills. Apart from skills, cultural awareness into employees is another important aspect for the HRM, which might also disr upt the working environment because of cultural conflicts (Harris 2012). Cultural awareness does also require some kinds of effective training on it. The diverse culture of employees of host nation or a third party nation needs to be aware of the cultural values of the parent country. Before they start their job, they need to set up their mind for the acceptance of diverse culture of employees (Tyson 2014). It would help them in adjusting and compromising with the cultural diversity. However, geographical influence is the one important factor that acts as a retarding agent in the way of cultural understanding. It never let one realize about the importance of the assimilation of different cultures at the workplace. It does not allow them thinking on the matter of cooperative workforce. This is where the HRM appears as it can well try to induce the required cultural awareness into diverse culture of employees. Communication needs to be faster between the management of the parent country and the host country. Customers are more result oriented, which they wa nt to be delivered in real time. For this to make happen, the communication in between the management of the parent and the host country needs to happen in real time to meet with the demand of the customers. Sustenance is only in meeting the demand of customers in quick succession of time (Hendry 2012). The Resource Based View is such an important tool that helps in preserving the short run competitiveness for a log run of the organization. It is about identifying the existing strengths of the firm and evaluating the effectiveness of the resources for mitigating the issues of the HRM because of the Globalization (Wilton 2016). RBV supports a fact that qualities and characteristics that are rare in the organization and can never be imitated by its competitors are the best to achieve a sustainable growth in the firm. The rising problem because of the globalization has put several pressures on the management to be in the race of competition. It supports the fact that firms are needed to identify its unique resources. Moreover, it is more effective to preserve the identified unique resource than for going to the some new resources. These resources are something that is unique for other firms, which is more important for a competitive advantage in the market (Sparrow, Brewster and Chung 2016). It is more important to engage into a continuous development program on the available competitive resources. This is because of the fact that switching to some new skills might not work for the firm. The Queensland Train cancellation example does represent a better example of understanding the fact. The failure was happened because of the ignorance on the staffing and training part of the management. It simply reveals a fact that identifying ten existing potentiality of a firm is more important than to just switch to something new. The new thing might have potentials in it to bring all joys to a firm but it can never guarantee of producing a resonant performance outcome. As per Resource Based View, it is more effective to identify the existing capabilities of the firm and then rely on the identified strategies to achieve a sustainable performance of the firm. The concept did also help in identifying that not all the resources of a firm have the potential to put forward a resonant res ult. It is necessary to identify the potential resource of the firm to help the management implementing the skills to attain the maximum competitiveness in the market (Stahl, Bjrkman and Morris 2012). The resource-based view again emphasises on the importance of training, which is necessary to train the existing and the new employees on the unique capabilities of the firm. Training is the one important tool that can help the HRM in inducing the skills related to the identified capabilities of the firm into the employees. Apart from giving training on the organizational capabilities, it is also necessary for the organization to identify the right set of skills for a particular project. The cancellation of 100 trains in the Queensland does support the fact that employees were untrained on driving skills for the new line. The HRM did not realize the importance of staffing and training. RBV is focussed on a sustainable approach of the firm that according to the principle can only be achieved if it utilises the unique resources of the firm. Moreover, these resources add values to the firm, which can never be imitated by its competitors (Storey 2014). Human resource management needs to be flexible with the changing nature and demands of customers. To an organization, HRM is a valuable asset that provides a solution to the staffing problem. However, the role of the HRM does not end here, it rather becomes bigger and bigger with the changing demands of customers and the globalization effect. Some of the rising issues have already tested the international HRM for putting up counter solutions for the problem. However, it is becoming a strain on the HRM to find out a sound solution for the problem. Issues such as cultural diversity in employees, labour costs, skills shortage and many others are a collection of pressures for the HRM. The resource-based view did try to give a solution to the human resource by emphasizing the importance of identifying the unique capability of the firm and they rely on the same to attain the competitiveness in the market. It is applicable to some extent as it brings uniqueness in the management; however, i t becomes necessary to consider also some of the established institutional thoughts for mitigating the solution. Training and professional development plan is by far the best possible weapons in the hands of international HRM for minimizing the rising issues to the maximum of possibilities. References ABC News. (2017). 'I want answers': Palaszczuk furious over rail disruptions. [online] Available at: https://www.abc.net.au/news/2016-10-23/annastacia-palaszczuk-furious-over-queensland-rail-disruptions/7957862 [Accessed 31 Mar. 2017]. Aswathappa, K., 2013.Human resource management: Text and cases. Tata McGraw-Hill Education. Banfield, P. and Kay, R., 2012.Introduction to human resource management. Oxford University Press. Bratton, J. and Gold, J., 2012.Human resource management: theory and practice. Palgrave Macmillan. Brewster, C. and Mayrhofer, W. eds., 2012.Handbook of research on comparative human resource management. Edward Elgar Publishing. Budhwar, P.S. and Debrah, Y.A. eds., 2013.Human resource management in developing countries. Routledge. Harris, M.M. ed., 2012.Handbook of research in international human resource management. Psychology Press. Hendry, C., 2012.Human resource management. Routledge. SHRM. (2017). About SHRM. [online] Available at: https://www.shrm.org/about-shrm/pages/default.aspx [Accessed 31 Mar. 2017]. Sparrow, P., Brewster, C. and Chung, C., 2016.Globalizing human resource management. Routledge. Stahl, G.K., Bjrkman, I. and Morris, S. eds., 2012.Handbook of research in international human resource management. Edward Elgar Publishing. Storey, J., 2014.New Perspectives on Human Resource Management (Routledge Revivals). Routledge. Stredwick, J., 2013.An introduction to human resource management. Routledge. Tiwari, P. and Saxena, K., 2012. Human resource management practices: A comprehensive review.Pakistan business review,9(2), pp.669-705. Tyson, S., 2014.Essentials of human resource management. Routledge. Wilton, N., 2016.An introduction to human resource management. Sage.

Wife Of Bath Characters Essays - The Canterbury Tales

Wife Of Bath Characters Upon a first reading of the Wife of Bath's Prologue, it's hard not to feel the need to pat her on the shoulder and say ?Go-girl!? There's no denying the impact that Feminism has had on our Millennium-revved society, and the Wife of Bath's character would certainly have contradicted the oppressive customs of Chaucer's time. But on closer inspection, it would seem that the Prologue could be considered a medium for an anti-feminist message, under the semblance of a seemingly feminist exterior. She confesses her treatment of her husbands and her tendency to ?swere and lyen,? and this self-incrimination invokes a feeling that the Wife is an extraordinarily attractive character by sharing her feminine faults with us, good-humouredly. At the same time, her robust energy and her arguments against anti-feminists; her comments about clerks being unable to do ?Venus werkes? and taking it out on ?sely wyf(s)? in print, are carried further in the Tale, where the ending arguably serves as a climax, summarising many of the Wife's themes. In her Prologue, her arguments in favour of marriage show a hearty common sense, but they are suspect ? while it is true that marriage peoples the earth and replenishes existing stocks of ?virginitee,? her own marriages do not seem to have produced any offspring, and while it may be ?bet [?] to be wedded than to brinne,? her marriages, despite her claim that ?in wyfhood I wol use myn instrument,? do not seem to have prevented her from ?goon a-caterwaw[ing]? and by decision engaging in fornication (?I ne loved nevere by no discrecioun/But evere folwede myn appetit,/Al were he short, or long, or blak, or whit?), which is after all what marriage was, according to her, supposed to prevent. From the account she gives of her marriages, it becomes increasingly obvious that marriage for her is not quite so beneficial as one might think ? the only benefit the husbands get, in exchange for their ?purgatorie,? is that of her ?bele chose? (which, it must be pointed out, they ? with the possible exception of Jankin, who satisfied her better than ?bacon? ? have to share with other ?good felawes?), but it is worth observing that she never speaks of the sexual act as giving the male partner pleasure (except with regard to ?daun Salomon? ? but she identifies with him rather than his wives: ?As wolde God it were leveful unto me/ To be refresshed half so ofte as he!?) ? on the contrary, she speaks of the husband's ?dette? to his wife, of ?How pitously a-night I made hem swinke!? and of ?his tribulacion withal/ Upon his flessh.? Also, while she claims Biblical support for her views on marriage, the support that she cites is conveniently edited to suit her purposes (for example, Solomon did have 700 wives and 300 concubines ? but his appetites led to his turning away from God; and the marital relationship specified in the Bible is a reciprocal one rather than the one-sided one she speaks of, tilted in favour of the wife ? she conveniently ignores that while ?Apostel [?]/[?] bad oure housbondes for to love us weel,? he also exhorts women to love their husbands), and she elsewhere ignores the Bible when it proves difficult to ?glose? in her favour (as in her dismissal of its order to dress ?in habit maad with chastitee and shame?). Moreover, her behaviour is a demonstration of all the anti-feminist accusations that she (falsely) claims her husband/s of levelling at her (the ultimate irony, since she is proving the truth of these very accusations at the very time when she is making them up). She does dress gaily (cf. Her stockings ?of fyn scarlet reed?) ? and probably for the same reasons that she goes ?walkinge out by night?, it is doubtful that she ?abides? in ?chastitee,? she is devious and deceitful (making up the accusations in order to pre-empt any on the part of the husband/s), she is self-willed (?we wol ben at oure large?) and she is arguably like ?bareyne lond? and ?wilde fyr? (she has no children, and has ?consumed? five husbands). To see the Wife of Bath's Prologue as being merely an anti-feminist vehicle would be to ignore the frequent ambiguity that is displayed in the Prologue as the Wife charms her way through her shameless and yet strangely winning confession (it should be noted that she is earlier described as having been ?a worthy womman al hir live? in the General Prologue, despite her five ?housbondes?

Marketing Plan of Emirates Airline Essays

Marketing Plan of Emirates Airline Essays Marketing Plan of Emirates Airline Paper Marketing Plan of Emirates Airline Paper Introduction With just purely two aircrafts, the Emirates airline was established in the year 1985 by the ministry of Dubai. After two decades Emirates has expanded its empire with 83 aircrafts soaring to 78 destinations in more than 55 countries worldwide. Emirates Airlines has a one of the largest number of cabin crews hailing from 95 different nationals. With such strong history Emirates Airlines are still venturing further in to the future. They have recently made orders which are worth more than 26 billion US dollars for about 45 numbers of A380 Airbus. This will make the company to be the worlds largest purchaser of Super-Jumbo Air bus. Emirates Airline is expected to become not only one of the greatest budding airlines but also the fifth most gainful airline in the world. Emirates Airlines is devoted to accomplish its mission. By installing individual entertainment system in all of its classes, having 22 audio 18 TV channels, as well as enabling customers to not only book online, search for flights but also to choose their seating arena consequently this airline is identified as a pioneering and customer-oriented contributor of advanced services because of these outstanding features. Emirates empowered over 280 international awards, one of them being the prestigious CAPA airline of the year award 2005 by the Centre for Asia Pacific Aviation. BUSINESS OVERVIEW General Profile of the Airline Industry Today it is definitely the airline industry which is booming to be the most spirited and emerging industries in the world leading to not only economic growth, international investment, but also tourism. In the last decade, airline industry has urbanized powerfully by 7% annually for both business as well as relaxation needs. This industry is one among the best ever growing sectors with growth rates increasing on average of 3. 2 times greater than the GDP rates. This figure is predicted to rise by an average of 5 % a year from 2000 to 2010. Sometimes the airline industry is affected by the political, economical and trade factors. Taking an example of the political factors, the September 11th attack dropped the number of passengers who travel, because people were afraid of being attacked by terrorists. The economical factor which gets affected is due to increase in oil prices which shatters the profit of the global airline industry. Many airline companies initiated to modify their strategies and services not to just dwell but also to succeed in the airline industry. They invest deeply in the quality of services by introducing e-booking system, more comfortable seats for passengers, low cost carriers, new interactive entertainment systems and many other technological techniques. The ideas behind introducing these services were to magnetize customers faith also to gain a competitive advantage. To survive in such a challenging market, many companies set on agreeing with each other to reduce costs and also share the available resources, which is otherwise called as alliance. On the whole, the airline industry is expected to double the number of passengers by 2010 and also to exceed 3 billion due to the trade, economic development and tourism. Thus obeying the theory, survival of the fittest, successful airlines will be those that can continue to play smart by putting into action the above ideas so as to secure a strong position in the aviation market. Competitors Overview and Situation analysis The airline industry is in its prime of life, hence there is a tough competition in the market and the rate of sales growing faster before beginning to stabilize gradually. In this stage advertising and promoting sales makes it obvious that the competition is getting more aggressive. Furthermore to find best services required in gaining the attention of customers, many competitors have increased their research and development (RD) budgets. In view of this, many companies have now started on focusing to differentiate their products and services from their competitors in order to capture their customers brand loyalty. For case in point, there are companies concentrating on cutting the operating cost, the result is that the profit margin will decrease and so the least efficient companies will have to leave the market so that only the well-established companies remain. There are many companies which use offensive strategies instead of defensive strategies. They achieve this through modifying their market product and arketing mix to survive and compete during this stage. For instances to modifying the marketing mix, the Kuwait airways implemented the strategy by launching a low cost carriers with the intention of increasing its customer base and loyalty and also increasing sales of. The Competitors Emirates airlines are facing stiff competition with major international and national airlines on the market shares. However the major competitors identified here are the national airlines of other states of UAE. Air Arabia Air Arabia, a national airline of the Sharjah emirate is established in 2003 by Sharjah rulers decree. It is based in Sharjah airport and has got quick access to Dubai and fast check-in facility. Air Arabia is the only low-fare airline in UAE and the first airline to introduce the low budget airline in Middle East and Northern Africa since 2004. After success stories of American and European low-cost airlines Air Arabia modeled low fares on customized local preferences. They focused on their business mission by offering most convenient and frequent online booking as well as less expensive air fares in the market with better service and safety standards. Air Arabias worthy scheme Pay less. Fly more, enables customers to make smart travel choice; those who cant afford and were hesitant to travel in the past, to start flying and those who traveled more frequently, benefiting both and vacation travels. Etihad Airways Etihad Airways first captured the skies in November 2003, with only four member team organization. Now it stretched out to a family of over 2500 employees spread across region. Etihad airline has also reputed as the national airline of the UAE (Abu Dhabi) by a royal decree of Sheikh Khalifa bin Zayed Al Nahyan (President of UAE) with investment of AED 500 million. Compared to 2006, Etihad conceded more than 4. 6 million passengers in 2007. It has also been designated as the Worlds leading New Airline two years in a row, in 2004 and 2005. RAK Airways The fourth national airline of the UAE is RAK Airways which was established under an Emiri Decree by Ruler of Ras Al Khaimah in February 2006 The core intention of RAK Airways is to give support to the economic development of Ras Al Khaima. The development includes economic free zones to magnetize business as well as residential, leisure and tourism projects. This Airways function on charter as well as scheduled services so as to assemble the demand of the various markets that the airline will serve. In a cost successful manner they provide value for money to customers Emirates competitive advantage To gain a competitive advantage amongst its competitors Emirates Airlines adopts differentiation generic strategy by contributing the top notch quality services. This is done to be the best company in the market and to segregate from its competitors. For illustration, the first airline that offered TV screen for all classes was Emirates airways. Another instance, along with other airline company like Qatar Airways, Emirates airlines provided training courses by using the most modern machines, called plane simulator. This was a feather to the hat of Emirates airlines. The aim of such change is to be on top of the industry thus increase the awareness nationally and internationally which in turn increase the demand and the profit. STRATEGIC MARKETING FOCUS In this section we shall take a peek into mission, goals, core competencies and external and internal environments in regard to the Emirates airlines. 3. A Mission Offering consistently high-quality value-for-money service and to be the best airline on all of its routes. Emirates airline is determined to accomplish its mission by positioning itself as a long-term sustainable business providing value to its customers, employees and investors. 3. B Goals Discussing the goals, they are states as below: ?Focusing on maximizing the overall Group’s return on capital. ?To be diverse and hence balance to the Group’s earning streams Take full advantage of the group’s competencies in market. Objectives Tangible objectives pertaining to the goals are : Retain and improve frequent business class traveler’s market share. ?Increase market share 40% to 55% by end of 2009 ?Tap low cost carriers market to achieve company’s return on investment. ?Promote Dubai’s Tourism activities and introduce Dubai to the world. 3C- Values Emirates Airlines has valuable human resources as well as a bunch of well qualified staff. The vice-chairman of the airline itself has more than 50 years of experience in the aviation industry. The airline also provides outstanding training to its staff and is devoted on improving their skills not considering the costs. In addition, Emirates Airlines is the international carrier of Dubai which is a politically stable area and has a strategic location especially for transit passengers. 3. D Core Competencies Various key factors should be implemented to sustain airline companies’ achievement. Differentiation By providing advanced services airline companies tend to differentiate each other. For instance, the best way to invite customers and to distinguish the company from competitors is by providing the aircraft with the latest technology, such as wide seats, e-ticketing, etc. Strong brand name By obtaining a strong brand name it is easy to build a base of loyal customers. This guarantees that customers will stick with the strong brand name company and hence ignore any attractive offers coming from other competitors. There are airline companies utilizing some techniques such as offering a flyer mile to win a free ticket if the points were completed to retain their customers, Alliances As discussed earlier we are aware of alliance. By linking networks, alliance will allow different companies to share their resources so as to build a wide base of customers, expand services and increase number of routes. Moreover, the outcome of this is in sharing experience and decreasing the operation costs. Relations with supplier To construct a strong relation with suppliers the Airline companies must emphasis by setting long-term contracts. Such relations will be beneficial since this will keep them in the safe side even if there was any change in the pricing strategy in the future as there is a contract between them. 3. D External Environment PEST Analysis for Emirates PoliticalPolitical situations that affect the airline industry will be mainly wars and terrorism. For instance, due to the terrorist activities in different areas of the globe, namely in USA, Palestine, Iraq etc made these areas unpleasant for not just tourists but businessmen to travel. Economical One of the factors following the success of any airlines is to have the most sophisticated airports which are facilitated with cutting edge technologies to meet customer’s requirements. UAE has major plans on investing to develop such international airports in Abu Dhabi and Dubai. The benefits are to enhance the economical growth, reduction on oil revenues, to increase the number of tourists plus thereby driving profits to airline firms. Social The population of the world is shooting at high rates. Thus the social factors also increase. For instance, the population is expanding in UAE, this there is because UAE is a multicultural country. As the expatriates number in UAE increase, the profit obtained by the airline company also increase. Technological New technologies affect this industry in negative and positive manner. For example, the teleconferencing reduced the necessity for face to face business meetings. This reduced the number of businessmen traveling and hence the purchase of business tickets. 3. E Internal Environment SWOT analysis for Emirates Strengths ?Member of Arab alliance ( Arab Air) ?First Airline Company to offer Internet booking with various features and options. ?Self-Check in facility for customers in Dubai and partner airports. ?Long-haul flights Dubai to New York ?Worlds largest purchaser of Airbus by 2012 , booking 45 Airbus air crafts. ?Increasing employees devotion to work by providing training , rewards and performance analysis. ?Official sponsor of FIFA World Cup 2006. ?Skywards Miles FFP shared with many airlines including Sri Lankan airways Weakness Huge investment to purchase air planes and implementing latest technologies there is high amount of operational cost. ?Emirates airlines fares are higher than traditional airlines. ?No global alliance membership for Emirates Airlines No permission to operate in Abu Dhabi , capital of UAE Opportunity ?UAE ‘s higher per cap income ?Government is disposing money to develop regional airports. ?High forecasted growth rate for UAE tourists ?Growth on population and internet usages lighten World and Dubai makes room for opportunity. ?Dubai Air shows helps to promote regional aviation industry. Threat Might face losses of around 5 billion due to soaring oil prices ? Aviation security expenses and insurance will also increase operational expenses of airlines industry. ?Low cost carriers are another threat for traditional airline operators. ?Information security vulnerabilities poses danger to electronic ticket system ? Natural disaster and acute diseases affect tourism In a nut shell, Emirates Airlines has strengths like new technology, such as e-ticketing and self check-in services. An evident weakness is the elevated prices of Emirates due to its huge investments in ordering aircrafts. Although it has opportunitie s like investments in Abu Dhabi airport there are many threats are concerning it, such as increase of oil prices, low cost airlines and the spread of killer diseases. MARKETING PLAN 4. A Target Market Over the last few years, Emirates Airlines is one of the air carrier, which barely felt the economic and airline down turn. Emirates Airlines is one of the airlines, which hardly felt the economic and aviation down-turn of the last few years. Emirates airlines market segment is divided into three major categories of customers 4. A. 1 UAEs Tourism and Business segment Customers Dubais emergence as a regional business and tourism hub has provided emirates airlines plenty of room for growth and has fuelled regional air passenger traffic. The recent freehold ownership law has been a major reason for the attraction of tourists and business communities. Dubai aims to attract 15 million visitors by the year of 2010, the ruler of Dubai has emphasized about this on his strategic plan for the emirate of Dubai. The growth of the region especially GCCs is now started stimulating tourism and business sector and providing room for local airlines to further grow. According to World Travel and Tourism Council (WTTC) Middle East accounted for around 2. 4 % global travel and tourism activity in 2006, forecasting a growth of 5. 9 % for the coming years. Emirates should plan to take advantage of this boom for increasing their passenger traffic. 4. A. 2 Expatriates in UAE UAE worlds 5th largest Crude Oil exporter and Dubai worlds fastest growing city has created huge demand of skilled and unskilled workforce to feed its booming economy and emerging labor market, the highly paid labor market is a major attraction for the various work force around the world. The overall expatriate population of the country equals 80% of its total population; the national emirate population is 20% of the total population. United Arab Emirates has got large amount diverse populations in the Middle East. As per the 2006 censes the total population of UAE is 4. 2 million consisting of the national emirate(20%) , other Arab and Iranian (23%) , South Asian (50%) and other (8%) constituting Westerners and east Asians. The diversity of this population enables emirates to plan their route all around the world; emirates have reached mutual agreement with almost all the national authorities around the world to operate in. Dubai operates in an open sky policy, which allows any carrier to compete with Emirates airlines. 4. A. 3 Transit passengers Dubai is the operational hub for Emirates airlines, the best positioned connection point between Europe and Asia/Australia has supported the growth of emirates airlines. Emirates airlines has been using this connection point in favor of promoting their business especially transit passengers, the well established and marketed wide range network enables Emirates Airlines to prosper in this particular segment. Emirates airlines presently operates 87 cities in 59 nations around the world (still growing). Additionally to accommodate the growth in the sector Dubai airport authorities are invested $4. 1 billion in the expansion of Dubai Airport, The Fly Emirates caption is well known to the world and attracting customers from around the world. 4. B Intended Strategies Airline industry achieved in the mature stage and there is a tough competition between various operators. According to the analysis of external and internal factors each airlines uses offensive strategies to secure their position on market. Emirates adopts below marketing strategies to operate business efficiently. 4. B. 1 Market Penetration (Improving In-Flight Services) Business focuses on selling existing products to existing markets drives growth strategy for Market Penetration. 1)Retain and boost market share of Emirate airlines product and services 2)Protect market dominance of Emirates airlines existing markets. 3)Driving out competitors by restructuring mature market. 4)Enhance usage of existing passengers Enabling passengers to make voice and data call over aircraft’s telecom system Tele-communication is vital element in everyone daily life, So communicating with others while on airplane would be very good value added service can provide by Emirates Airlines. This can be done by adding some infrastructural changes on aircraft to communicate and partnership with telecom provider who can assist deploy. Currently Emirates uses high expensive tele-communication method to make voice calls and internet, instead can deploy new system to make voice and data calls from traveler mobile phone via trusted telecom providers. Passenger’s mobile phone should be beam signal to the ground satellite system and from Immarsat which is already installed on most of the Emirates airplanes. Similar service, â€Å"On Air† is being developed by Airbus SAS and air transport IT service provider SITA. Early of this year British carrier BMi and TAP-Air signed on to offer OnAir’s voice and text messaging services for European flights. 4. B. 2 Market development: (Extending New Routes) Deploying current services into new markets where company seeks to sell its products into new areas. Possible way to achieve this strategy by launching existing services into new geographical area or new market segments. Emirates Airline’s objective is to build up Dubai into a widespread aviation center that will finally serve as an important universal long haul hub. It provides an alternative to the traditional European airline hubs like Heathrow Airport (London), Charles De Gaulle (Paris) and Schiphol (Amsterdam). The airline heavily promotes Dubai as a destination, offering reduced hotel rates as well as insight into events like the Dubai Shopping Festival, hoping to attract more visitors to the city. Adding new routes and destinations are suggested , especially there is growth in UAE tourism. Major regions are not operated by Emirates Airlines and have to extend some of the destination world-wide (especially attractive areas) As always, the airline conducted road shows and press conferences to announce its entry into a new city. These events allow travel agents, tour operators and local airline personnel in contact and gain information about Emirates’ new routes, holiday packages and other benefits. After establishing a route to the country’s economic hub – Shanghai – the irline offers passengers a chance to visit the epicenter of China’s political and cultural activities. It is China’s richest city in terms of historical value and has a heritage that dates back over 3000 years and houses marvels as the Forbidden City, the Great Wall of China and the Ming Tombs The success of Dubai as an intercontinental hub has been facilitated by airlin es such as Emirates. The geocentric nature of Dubai has become incredibly important. Now there are hardly two points on the globe where it is not logical or possible to use Dubai and connect any two cities, and usually it is a pretty direct route. . B. 3 Product Development (Private Suite) Introducing new services into existing markets implies product development. This strategy involves the development of fresh competencies and requires business to expand customized services which can apply to current markets. Since Dubai is a hub for all international business travelers this is high time to introduce new product to cater top level business executives. Imagine the CEO of multi-national company makes lengthy overseas journey to attend a board meeting that could have a major impact on the company financials. Of course, company wants CEO to be top of his game, rested, refreshed, relaxed and ready. The cost of CEO’s air travel is doesn’t seem so expensive after all. That’s why Emirate Airlines introduce high quality first class private lounges to attract business travelers. This premium class private suite would be fully outfitted with personal storage, coat cabinet, desk and individual mini bar. Long seat reclines to become fully horizontal couch and the 21† wide screen entertainment over 500 channels. Exceptional level of personal services including a la-carte gourmet cousins and wide-ranging wines provided by specially trained multi-lingual cabin crews are the other value addition for this product. 4. B. 4 Diversification: (Low-cost carrier) Diversification is a strategy, where business sells new services into new market segments. Diversification is more risky strategy due to limited experience on particular new market areas. After the success stories of European low cost carriers, Middle East operators also started eyeing to explore new marketing concepts of Frills-free fly. The global low cost carrier sector is growing at more than three times the average industry global rate, with just under 50 million seats on 342,000 LCC services offered worldwide in January 2007, up 17% and 15% year-on-year, respectively. Low cost carriers are airlines that offer lower fares than traditional network airlines by eliminating certain complementary passenger amenities generally offered by traditional airlines. The key opportunity for low cost carrier lies in passenger fare elasticity, low air transport penetration rates and substation of traditional modes of low-cost transport such as trains and buses. Air Arabia dominates exclusively to this low cost carrier service in UAE, Emirates Airlines must decide how to respond this threat posed to the large expatriate market in UAE. Among the options considered there is scope to introduce low-cost subsidiary of Emirates Airlines. Emirates Airlines be supposed to diversify slightly from current marketing objectives to acquire low cost air travel market share and to retain its customer base of UAE expatriate market. This can be done launching new subsidiary to cater budget airline market. Key routes should be according to the high demand and large number of expatriates home country like Egypt, India and Pakistan. Under the arm of Emirate Airlines, new budget airline subsidiary has to introduce to new Al-Makthoum Inter-national Airport being constructed in Jebel Ali, located on Dubai border. This will provide residents of Dubai and Northern emirates enhanced travel option to neighboring destinations. Emirates Airlines is placing lease order of for 200 aircraft and to be operational by 2009. The carrier is expected to use Airbus A320 or a Boeing 737 on lease basis for the first few years prior to acquiring ownership status. Similar practices already succeeded the case of Kuwait airways and they implements the strategy of modifying marketing mix by beginning a low-cost carrier called Al-Jazeera in order to enhance its passenger base and loyalty and boost in sales. Business strategy over Ansoff’s growth matrix Ansoff’s product/market growth matrix provides for a business tends to grow depend on whether it sells new or current services in new or current markets. New products and new markets could relate to current products and current markets or may possibly distant and discrete. The result from the Ansoff’s product/market matrix is chain of recommended growth strategies that set the road of business strategy. Figure: Ansoff’s growth matrix EVALUATION After marketing plan is implemented, it should be evaluated. Evaluation entails gauging the extent to which marketing objectives have been achieved during the specified time period. Below table demonstrate effectiveness of marketing strategies and counter-measure to improve/replace current plan. Improving In-Flight Services Success criteria of deploying a system to allow passenger to use their mobile phones to use voice and data communication is to increase market penetration. It can be measured in terms of voice and data usage and growth of market penetration. There is not corrective action plan if it fails to respond. Extending new routes New destinations are implemented to achieve market development. Flight occupancy is the best way to measure result of this strategy. It needs to re-discover new destination if the flight occupancy level is lower than expected. First Class Private Suites It’s a new product of Emirates Airlines and can be measured the success of the product launch. Quantitative measurement of this product would be number of booking or occupancy. If it fails to respond, corrective plan is to reduce the price of ticket but again this is not price sensitive product and cannot be achieved by price reduction. Budget Airlines Success criteria would be capturing new customer base for the airline . Since its separate operating entity we can gauge financial results of operating profit would be good measure to evaluate the success of budget airline subsidiary. Effectiveness should be identified through external marketing auditor or agencies. A market audit helps management allocate marketing resources efficiently. Market audit should be comprehensive, systematic, periodic evaluation of the objectives strategies, structure and performance of the marketing organization. IMPLEMENTATION PLANS BUDGET Strategy # 1 (Market Penetration) Strategic Program Deployment a system to passenger to make voice and data call from their mobile phones Implementation Tasks Technical Study Feasibility Study Partnering strategic alliance with telecom service providers. Installation of system on aircrafts Marketing concepts to the audience Responsible Chief Technology Officer Vice President – Finance General Manager – Marketing Time Scale New service launch would be 1st January 2009 Cost Factors Approximate Budget 150,000 for each aircraft Marketing Budget 150,000 Strategy # 2 (Market Development) Strategic ProgramOperating new routes and destinations Implementation Tasks Researching market gap to operate new routes Feasibility Study Partnering hotels and tourist institutions at new destinations Partnering strategic alliance with local airports to operate Marketing new routes to the target market Responsible Vice President – Finance Vice Present Operations General Manager – Marketing Time Scale Four new routes are added every quarter starting from January 2009 Cost Factors Additional capital investment for new aircrafts USD 200 million Marketing budget for each route 0. 5 million Strategy # 3 (Product Development) Strategic ProgramIntroducing new First Class Private Suite Implementation Tasks Technical Study Feasibility Study Installation and modification of aircraft’s onboard faclilities Marketing concepts to the audience Responsible Chief Aircraft officer Vice President – Operations Vice President – Finance General Manager – Marketing Time Scale New service launch would be 1st January 2009 Cost Factors Approximate Budget 300,000 for each aircraft Marketing Budget 150,000 Strategy # 4 (Diversification) Strategic ProgramLow cost carrier subsidiary Implementation Tasks Market Study Feasibility Study Leasing and buying used aircraft for operations Deploying new set of human resources for this subsidiary Developing Marketing force for the new target customers Marketing concepts to the audience Responsible President Chief Executive Officer Time Scale Mid of 2009 Cost Factors Approximate Budget USD 500 million Conclusion Traveling around the world will always remain as a special interest in the hearts of the people. Hence they are and will be in search for the best for themselves. This will increase the need for better safety as well. Hence it becomes the responsibility for the airline company to deliver their best in terms of services security to their customers. Emirates airlines have always been on top of the airlines list in the UAE. We know UAE is a country with different ethnic groups, and Emirates is the only airline in the country which suits these various cultures. But today as the number of the airline company is increasing there is immense pressure on Emirates airlines to keep up their fame and glory. A strong strategy has been studied and adopted to put words into action. Therefore Emirates with its unique qualities, untiring services and promising strategy will be able to improve in delivering the best efforts in a country like UAE having a mixture of different cultures hence keep their motto fly high! Bibliography Anon. (2005)Emirates expands self check-in service. Ameinfo. 17 Oct. 2005. The ultimate Middle East business resource. 21 Dec. 2005 Available from ameinfo. com/70067. html [Accessed 8th June 2008] Anon. (20050 Emirates e-ticketing network grows rapidly. Ameinfo. 27 Oct. 2004. AME Info FZ LLC. 20 Dec. 2005 ameinfo. com/48088. html[Accessed 8th June 2008] Shakir Hussain (2008) ‘Economic Success of Dubai as hub is going to grow’ [online][n. p] Available from http://archive. gulfnews. com/articles/08/06/06/10218851. html [Accessed 8th June 2008] Anon. [n. d] Ansoff’s Product/Market matrix [Online][n. ] Available from http://tutor2u. net/business/strategy/ansoff_matrix. htm [Accessed 8th June2008] Richard Backer(2008) Review : Emirates First Class [online][n. p] Available from ameinfo. com/158791. html [Accessed 8th June 2008] Christina Valhouli (2004) The very best in First Class service[online][n. p] Available from msnbc. msn. com/id/6460432/ [Accessed 8th June2008] PARSIPPANY (2006) RAK Airways Selects aiRESâ„ ¢ Passenger Services System For Reservation And Departure Control Functions Innovative Technology Will Provide Greater Business Flexibility to New Airline [online][n. ] Available from travelport. com/en/media/pr/show_release. cfm? id=189 [Accessed 8th June 2008] Anon. [n. d] RAK Airways takes off on inaugural flight to Dhaka[online][n. p] Available from zawya. com/story. cfm/sidZAWYA20071129092225 [Accessed 8th June 2008 Anon. [n. p] The Emirates Story [online][n. p] Available fromhttp://emirates. com/us/english/about/the_emirates_story. aspx [Accessed 8th June 2008] Anon. [n. p] About Air Arabia [online][n. p] Available from airarabia. com/about-airarabia. tml [Accessed 8th June 2008] Anon. (2005) Emirates airlines $15bn plane order. BBC News. 14 Dec. 2005 Available from http://news. bbc. co. uk/1/hi/business/1637284. stm [Accessed 8th June 2008] Anon[n. d] Middle East Low Cost No Frills Airlines[online][n. p] Available from attitudetravel. com/lowcostairlines/mideast/ [Accessed 8th June 2008] Anon. [n. d] â€Å"Aviation makes up 15-20% of GDP in UAE† [online][n. p] Available from http://findarticles. com/p/articles/mi_m0CWU/is_2005_Dec_29/ai_n15976826 [Accessed 8th June 2008]

SWOTT Analysis Paper and Table Essay Example | Topics and Well Written Essays - 1500 words

SWOTT Analysis Paper and Table - Essay Example We intend to amplify our business by using greener alternatives whenever possible, for example: Moreover, it is also important for us to be seen in the public domain making a difference. Therefore we will actively work with various local environmental organizations, such as, Miami Green Commission. Over the past five years, there has been an increasing awareness regarding work life balance, mainly due to the rise of dual income families, but also due to flexible working practices affecting quality time spent as a family unit. Customers are influenced mainly by price and convenience, however, information is not readily available in the public domain, hence, shopping for ‘best’ bargains is hampered and reduced to what is available locally in the high street. When surveyed, given a choice of alternatives within the same price bracket, 68% of consumers would choose a greener alternative method of dry cleaning. 82% of consumers had little brand loyalty and could not name the dry cleaning company they used. Therefore, they have considerable power as switching costs are minimal, and the perceived ethical rewards are substantial. Currently, 97% of dry cleaners operating in Miami offer traditional Perc dry cleaning. We also feel that the dry cleaning industry thus far has been slow to make people aware of what is on offer in the industry, this in our view, gives us a considerable advantage. Currently there are few suppliers of alternative solvent machines. This seems to give the suppliers a certain degree of power. However, machines are extremely reliable and have a lifespan of almost ten years, thus, limiting the interaction with the supplier. Also, solvents are available from various companies but, levels of usage are not high and their prices have remained static for numerous years without any gaps in supply. Potential start up costs are relatively low

Ancient Chinese Contributions Essay Example | Topics and Well Written Essays - 750 words - 2

Ancient Chinese Contributions - Essay Example Among of these ancient Chinese inventions or contributions include the movable type printing, toilet paper, porcelain, harnesses for horses, ship’s rudder, deep drilling, iron pillows, seed drill, compass, and row planting (Listverse Com, 2009, 207-210). Of the identified Ancient Chinese inventions or contributions, the four most ingenious or innovative inventions are the movable type printing, compass, porcelain, and toilet paper. The movable type of printing could be the most useful invention or contribution from the ancient Chinese, specifically from the Song Dynasty. History has a proof of how printing has evolved during the ancient times of Chinese in which, the first printing has produced a printed book from full-page woodcuts. Innovative approaches were tried back then to improve the quality and time of printing. Bi Sheng is one of the person who has developed innovations in the existing printing set up and has made reusable and typesetting techniques to clay-fired char acters (Listverse Com, 2009, 210). Due to its authenticity, the technology was not perfected until 1450s and after the emergence of metal type printing in 1490s. Without the printing technology that was brought to us by the ancient Chinese, historians might not have relay to us historical events, cultures, and customs which were attributed to ancient Chinese and other races. In addition, the discovery of printing technology has been very useful in the transfer of knowledge and in communication among nations. During the feudal period, the invention of a Chinese maritime compass have also been of great help in aspects of travel, exploration, and barter (exchange of goods). Sea explorers have adapted the use of compass at sea during 10th or 11th century to find the countries with rich number of resources or spices (Pelt & Matthews, 2010, 37). It has also been used for on land as a divination tool and as a direct finder. Unaware of the scientific breakthrough which this ancient inventio n has created, compass is ingenious to the ancient Chinese as it has served the foundation for thermoremanence technology. Because of the continuous innovations for the development of compass, ancient Chinese mariners has produced thermoremanence needles to replace lodestone spoons. In addition, the discovery of compass has paved the way for meeting other nations that could help in the exchange of goods, improvement of geographical knowledge, and enrichment of culture. Meanwhile, porcelain could not only be one of the most useful inventions or contributions but the most visible reflection of ancient Chinese influences. Porcelain was invented during the time of Sui Dynasty (581-618 AD) and was made from a mineral compound which was known for strength, translucence, and beauty (Listverse Com, 2009, 209). Chinese porcelain has been valued for its uniqueness as a very specific kind of ceramic was produced by extreme temperatures of a kiln. Back then, ancient Chinese used porcelain for c rockery purposes; but now, it is often used for aesthetic purposes as the beautiful cravings or inscriptions on the porcelain reflect the rich cultural arts of ancient Chinese. In addition, porcelain is also used as a material in the bathroom and in crown replacement for natural teeth in dentistry. Without this beautiful and artistic invention or contribution, pottery would be known to the world and the materials for bathroom or dentistry purposes would not be

Students Preference of Theory or Practical Teaching Methods in Essay

Students Preference of Theory or Practical Teaching Methods in Orthodontic Postgraduate Education - Essay Example Due to the significance of the projected theme, an educator from New Zealand, Neil Fleming, designed a survey called VARK (Visual, Aural, Read/Write, and Kinesthetic) in 1998. The purpose of the study was to evaluate the most preferred teaching technique of dental undergraduates and to illustrate any important distinction amongst the group of students. 31,243 respondents were interviewed regarding VARK preferences. The outcome of the research revealed that there were major divergences in students’ preferences for a particular teaching style. Overall, dental students preferred practical (kinaesthetic) learning to theoretical (aural) learning. The distribution of the scores also demonstrated preference for teachers who adopted well-planned practical teaching styles and assisted student note-taking throughout the teaching sessions. This case study will consider how these practices have impacted on teaching practices within the field of dental education. The paper will also report the outcomes of a small-scale survey of learning preferences of postgraduate orthodontics students and make recommendations for future teaching practice. Table of Contents Introduction 4 Problem Statement 5 Literature Review 6 Research Methodology 10 Data Collection Process 10 Distributed Questionnaires 11 Data Analysis 12 Validity and Reliability of the Case Study 12 Results 12 Discussion 15 Conclusion 18 Introduction The most important challenge facing dental instructors is the improvement in the quality of learner experience within the programme of study and educational surroundings. In undergraduate dental education, informative and scientific teaching is compressed into a span of four years sometimes even less (Bertolami 2001). This time span includes both theoretical and clinical practice which is a prerequisite to complete for successful graduation (Robotham n.d.). Although the incorporation of scientific approaches in the field of clinical practice is a fundamental aim of a ny dental course, learners often recognise that the secret for success in training is to pass the science classes by adopting rote learning and memorization approaches in addition to understanding the significance of this education when put into practice (Jordan, 2005). Bertolami (2001) has suggested that one of the most important reasons why students get frustrated with their programme of study was the lack of correspondence involving the learning (content) and the instruction delivery (form). While a considerable number of dental students had a preference for various learning techniques, most relied almost exclusively on the lecture as their primary means of information delivery. Teaching topics using lectures can be essentially passive for the learner and didactic approaches support rote memorization and note-taking (Biggs, 2003). It is essential for dental teachers to recognize that students differ from one another and what oftentimes differentiates them is their diverse approac hes to learning and knowledge retention. Adhering to all these factual revelations, this case study explores the preferred teaching technique of postgraduate orthodontic students at King’s College London orthodontic program using questionnaires as the method for data collection. This research question will serve the purpose

Study Of The Foregrounding Theory English Language Essay

Study Of The Foregrounding Theory English Language Essay 1. Introduction The term Stylistics has been for a long time associated with literary criticism, and stylistics has been considered as a branch of literary criticism. The authors style was the major theme of this field of study. Later on, the focus moved from the study of the authors style to how meanings and effects are produced by literary texts. Thus, there was a critical need to change the field from a branch of literary criticism into a field on its own. Although stylistics has focused on literary works as its raw material of scrutiny, this does not underestimate the importance of stylistics in non-literary texts. Moreover, it is difficult sometimes to draw a clear line between literary stylistics and linguistic stylistics (Jeffries and McIntyre, 2010). In fact the distinction between the two is not the material in of their study, rather than in the objectives of the study. Literary stylistics in this case is concerned with using linguistic techniques to assist in the interpretation of texts, w hereas linguistic stylistics is about doing stylistic analysis in order to test or refine a linguistic model in effect, to contribute to linguistic theory. (Jeffries and McIntyre, 2010: 2). Also, Stylistics depends so much on theories and models from other fields more than it develops theories of its own. It is a combination of many sub-disciplines of linguistics, and other disciplines, such as literary studies and psychology, drawing upon these (sub-) disciplines but not seeking to duplicate or replace them. Based on such disciplines, Stylistics has started as a distinguished field of study which has its own theories and principles. Among these theories, foregrounding theory, which is the subject matter of this paper, has received a special interest from stylisticians. The term refers to specific linguistic devices: deviation and parallelism devices. These devices are usually used in literary texts in a functional and condensed way. They support the possible meaning of the text, i n addition providing the person who reads with the possibility of aesthetic knowledge. According to the theory of foregrounding, literature by employing abnormal forms of language breaks up the readers routine behaviour: commonplace views and perspectives are replaced with new and unexpected insights and sensations. In this method literature keeps or makes individuals conscious of their automatized actions and preconceptions. This paper discusses the foregrounding theory in detail. The paper is organized as follows: first of all, there is a detailed discussion of the origin and historical background of the theory. The Greek, Russian, and European effects on the theory will be discussed. The discussion will move to focus on the principles and assumptions behind the theory. Foregrounding principles of strikingness, effectiveness, time-consumption and universality will be discussed in detail. Once these principles are discussed, devices of deviation and parallelism, which are the main pillars of foregrounding theory, will be discussed and their relation to foregrounding effects will be explained. Once foregrounding devices are discussed, attention will be paid to obvious advantages of the theory in general. Although this theory is a powerful one, it is not surprising at all to find some problems in the theory. These problems will be discussed and possible answers offered to them in literature will be considered as will. Finally, conclusion will be drawn and recomm endation will be offered according to the discussion of the theory in general. 2. Foregrounding Theory With the rapid development of language analysis in the twentieth century, stylistics has come to the view as a powerful discipline which has its own theories such as, Foregrounding Theory, Text World Theory and Schema Theory. The general aim of this discipline is to look at the formal features of a text and find out their significance for the interpretation of that text. Stylistics started with much emphasis on the analysis of literary texts, and then the focus shifted to both literary and non-literary texts (Jeffries and McIntyre, 2010). Irrespective of the type of the text, it remains the raw material of stylisticians. Among the various stylistic theories, foregrounding theory is the most common and powerful one in the literature. The term is very general to the extent that it resists definition. However, many stylisticians have tried to define it. For example, van Peer and Hakemulder (2006) say that the term refers to specific linguistic devices, i.e., deviation and parallelism, that are used in literary texts in a functional and condensed way. Under their definition, such devices can help to add a specific meaning to the text and provide the reader with aesthetic experience. Van Peer and Hakemulder (2006) also tried to show that foregrounding generally means new information contrasted to old information in the text that forms a background against which the new meaning to be understood by the reader. Others restricted its definition to the literary side of the theory. Shen (2007: 169) argues that this theory assumes that poetic language deviates from norms characterized the ordinary use of languag eà ¢Ã¢â€š ¬Ã‚ ¦and that this deviation interferes with cognitive principles and processes to make communication possible. In the same way, Martindale (2007) points out that there are two types of foregrounding. The first type is parallelism which involves repetition while the second type of foregrounding is deviation which is related to the use of specific devices in unusual ways. Similarly, van Peer and Hakemudler (2006) show that deviation is a poetic license to the writer who is exceptionally allowed to deviate from normal rules and expectations surprise the reader and give him a beautiful literary experience. The best examples of deviation would be metaphors, ungrammatical rules, paradox, and so on. Examples of parallelism, on the other hand, would be various forms of figures of speech such as, rhyme, assonance, alliteration, and so on. Such claims about foregrounding make it the opposite of automatization. While automatization schematizes an event, foregrounding breaks this sc hematization and creates a special kind of meaning (Miall and Kuiken, 1994). The roots of this theory go back to the Greek Antiquity. Specifically, to the great philosopher Aristotle who emphasized the use of devices and their importance for foregrounding (van Peer, 2007; Martindale, 2007). Aristotle (ca. 335 BCE, cited in van Peer and Hakemulder, 2006) argues that literary work should be distinguished from other works through the use of strange words, metaphors and unfamiliar terms. Thus, foregrounding started basically as a theory of literature in the Greek philosophy. Later on, Russian Formalists and Czech Structuralists emphasized the importance of foregrounding in literature. According to Martindale (2007), foregrounding in that stage was so much related to novelty. The Russian and Czech theorists were in struggle for maintenance of change in literature. For instance, the Russian Formalist, Shklovsky, points out that the purpose of art is to present the unfamiliar objects in a sophisticated unfamiliar way so that the perception of such objects will be re newed and refreshed in the eyes of the reader (Miall and Kuiken, 1994). Unless this change is continuelously preserved, literature will die. Therefore, foregrounding was the only hope to keep literature alive. Similarly, foregrounding in English literature and stylistics has been used with different meanings. Van Peer and Hakemulder (2006) show that foregrounding in English can refer to a prominent interest that a reader might assign to something in a text during the process of reading. Such prominence is resultant from a special use of some devices located in the text itself. Foregrounding may also refer to analytical tools used to evaluate texts and show their literary, historical and cultural significance. Therefore, the emphasis has always been on foregrounding in literature rather than foregrounding in other genres. So far, discussion was about the theoretical account for foregrounding, yet we have not given any example. To understand what is meant by foregrounding, consider the following example that was planned by Miall and Kuiken (1994). In their discussion of foregrounding in literature, they presented a segment of a story called the Dark Walk: It is a laurel walk, very old, almost gone wild, a lofty midnight tunnel of smooth, sinewy branches. (p392). Through the alliteration of [l] and [s] sounds in the sentence and the metaphoric use of midnight and sinewy, Miall and Kuiken claim that foregrounding passes through three stages. First, defamiliarization which is present in the use of unfamiliar linguistic features which strikes and captures the eye of the reader. Second, such unfamiliar linguistic features forces the reader to slow down and allow time for the feelings arouse by alliteration and metaphor to appear. Third, such feelings create a rich beautiful image of the dark walk in the min d of the reader. To summarize this section, we can say foregrounding is a powerful theory that has started in the Greek philosophy, developed by the Russian and Czech theorists, and flourished in the current century. This theory is based on breaking up rules and norms by implementing devices of deviation and parallelism, yielding an aesthetic experience in the mind of the reader. 3. Principles of the Theory Although it is difficult to delimit the principles and assumptions that underlie the foregrounding theory, this section discusses some general notes which can be considered as basic to the theory in general. Foregrounding and strikingness It is always reported that foregrounding causes defamiliarization especially in literary texts (Miall and Kuiken, 1994; van Peer, 2007; van Peer and Hakemuilder, 2006). Defamiliarization, in turn, strikes the reader because he finds the unexpected. Thus, the way new ideas introduced captures the mind of the reader and triggers his attention. Foregrounding is affective Besides inducing strikingness, defamiliarization helps to evoke the feelings of the reader. Miall and Kuiken (1994: 393) argue that, although available evidence is indirect, it does suggest a relationship between the defamiliarizing effects of foregrounding and the emergence of feeling. Once a reader encounters an unfamiliar text, special area in the mind which is responsible for affect is intensified. Foregrounding and time Since foregrounding texts are striking and evocative, they should take longer time for processing and comprehension. For example, when a reader finds verbs ellipsis or grammatical inversions, he needs much more time to figure out the meaning of the sentence. Also, the use of figurative devices such as metaphors and similes triggers the reader imagination and intensifies his feeling. At this stage, the reader will resort to other similar texts or experiences he has encountered in his life which, in turn, prolong the process of reading. Miall and Kuiken (1994: 395) point out that, Since foregrounding often occurs in clusters of closely related phonetic, grammatical, and semantic features, the sheer density of the processes by which refamiliarization occurs suggests that it takes time to unfold. Foregrounding is universal If foregrounding is striking, affective and time-consuming, are such foregrounding effects universal or related to specific type of individuals? In other words, do foregrounding effects occur in highly trained and sophisticated readers? In fact, many stylisticians have discussed and offered an answer to such question. Van Peer (1986) conducted a study on a group of people for this purpose and he found out that foregrounding effects are present among different readers irrespective of literary background. He found that readers responses are affected by deviation, and deviation makes readers process the text more slowly which, in turns, leads into aesthetic appreciation. Similar observations were reported by Miall and Kuiken (1994) who conducted a study on four groups of readers. Miall and Kuiken were interested in testing how foregrounding is indicator of reading times and readers judgments of strikingness and affect. In conclusion, they found out that the aforementioned effects are pr esent in all groups independent of readers backgrounds or interests. Thus, readers with general linguistics skills and backgrounds will find foregrounding texts striking, affective and challenging. However, none can deny such effects will be higher with people of higher literary background. Also, many questions remain under-researched in this theory. Fore example, when readers concentrate on the way the text is written rather than its content, is that a matter of convention in general or a special property of the text? To put it differently, do readers read literary texts slowly because they already think that literature needs more time to be processed? Or is it a property of foregrounding in general irrespective of the text type or genre? In summary, foregrounding is striking, affective, time-consuming and universal. It surprises the reader by violating the rules. Such violation triggers his feelings and requires much more time to understand and process the text which in turn forces the reader to focus on the way the text is written more than the content. Finally, such effects are claimed to be universal irrespective of the background or literary experience of the reader. 4. Foregrounding Devices Linguistic devices are the main pillars of foregrounding theory. They are the tool which is wonderfully manipulated by writers to produce a piece of art. These devices help the writer to express his ideas in a special way, adding some music to his words or giving an image that stimulates the imagination of the reader. Generally, the foregrounding theory is based on two types of devices: devices of deviation and devices of parallelism (van Peer and Hakemulder, 2006; Shen, 2007). The former refers, as the name indicates, to breaking up rules or expectations. What you expect is not what you read or listen to. Following these devices, the writer attracts his readers attention because when they hear something unexpected, they will look for clues to know what is going on. Devices of deviation include: neologism, metaphor, ungrammatical sentences, archaisms, paradox and oxymoron. Devices of parallelism, on the other hand, are also called figures of speech. They generally involve repetitive and contrasted structures. Thus, some parts or syllables of the word verbal configuration is repeated or contrasted, leading to foregrounding effects on the perception of the reader. The rest of this section sheds light on the main devices used in foregrounding theory. 4.1 Devices of deviation Metaphor: it is defined as, The figure of speech in which a name or descriptive term is transferred to some object different from, but analogous to, that to which it is properly applicable; an instance of this, a metaphorical expression (Oxford English Dictionary). As this definition indicates, metaphors involve a mapping between two conceptual domains which are somehow related to our perceptual system. Thus, a metaphor involves a mapping from a source domain into a target domain. Shen (2007) argues that as far as foregrounding involved, mapping should be characterized by deviation via a relation between two remote concepts, i.e., Education is a ladder. Simile: it is a comparison of one thing with another, esp. as an ornament in poetry or rhetoric (Oxford English Dictionary). Similar to metaphors, similes also involve two nominal expressions. One of them is a source and the other one is a target. The two expressions are usually linked via linkage expressions such as like or as. In foregrounding theory, similes should involve deviation as well, i.e., Education is like a ladder (Shen, 2007: 171). Thus, the linkage is between two remote concepts, usually from more to less accessible object. Such simile is called canonical simile. However, if mapping is from less to more accessible object, this simile is called non-canonical simile, i.e., A ladder is like education (Shen, 2007: 171). Shen argues that foregrounding often depends on non-canonical similes. Oxymoron: A rhetorical figure by which contradictory or incongruous terms are conjoined so as to give point to the statement or expression; an expression, in its superficial or literal meaning self-contradictory or absurd, but involving a point (Oxford English Dictionary). Such literary device is frequently used in literature. It is one of the basic pillars of foregrounding theory since deviation is the main feature of this device. Shen (2007: 173-174) makes a distinction between two types of oxymoron: direct and indirect. The former represents a direct antonymic relation between a head noun and a modifier which are extremely opposite poles, i.e., hot coldness. The latter represents a relation between two expressions which are not direct opposite poles, i.e., watery dryness. In these examples, hot is the direct opposite of cold whereas watery is not the direct opposite of dryness. As far as foregrounding concerned, Shen (2007) argues that the indirect oxymoron is much more used than direct oxymoron. Paradox: it is defined as, A statement or tenet contrary to received opinion or belief; often with the implication that it is marvellous or incredible; sometimes with unfavourable connotation, as being discordant with what is held to be established truth, and hence absurd or fantastic; sometimes with favourable connotation, as a correction of vulgar error. (Oxford English dictionary). Similar to oxymoron, this device is central to foregrounding theory because contradiction is the basic feature of paradox. A paradoxical statement makes sense with more thought. Christ used paradox in his teaching: They have ears but hear not. Or in normal conversation, we may use a paradox 4.2 Devices of parallelism Assonance: it is defined as, the correspondence or rhyming of one word with another in the final (sometimes also the initial) consonant, but not in the vowel. (Oxford English Dictionary). Assonance can be described as a vowel rhyme as in the words  date  and  fade.   Alliteration: it is The commencing of two or more words in close connexion, with the same letter, or rather the same sound. (Oxford English Dictionary). Alliteration is commonly used for emphatic effects. It happens in everyday language in phrases such as tittle-tattle, bag and baggage, bed and board, primrose path, and through thick and thin and in sayings like look before you leap. Therefore, foregrounding theory uses such device to attract the concentration of the reader and emphasis certain points in the text. Antistrophe: it is The repetition of words in inverse order. (Oxford English Dictionary). For example:  In 1938, Hitler occupied Austria without warning. In 1939, Hitler invaded Czechoslovakia without warning. Later in 1939, Hitler invaded Poland without warning Rhyme: it is defined as, Agreement in the terminal sounds of two or more words or metrical lines, such that (in English prosody) the last stressed vowel and any sounds following it are the same, while the sound or sounds preceding are different. (Oxford English Dictionary). In poetry, the most common sort of rhyme is  end rhyme that occurs at the end of two or more lines.  Internal rhyme  happens in the middle of a line In conclusion, devices of deviation and parallelism are very central to the foregrounding theory. They are the main tools which should be manipulated by the writers to attract the attention of the reader and make him feel appreciate the experience of the text. 5. Advantages of Foregrounding Theory If foregrounding theory is very powerful in the literature of stylistics, what are the advantages of the application of such theory? Can foregrounding be practically useful? Or is it just a descriptive theory? This section discusses some advantages of the foregrounding theory. First of all, foregrounding in general and foregrounding theory in particular are very basic requirements to understand language and literature. Foregrounding as a style is based on a distinction between something and its background. In other words, it is all about making something prominent by making it different. For example, we can make an object in a collection of objects, such as toys, foreground by differentiating it with color, shape, etc. In the same way, we can make a string of words distinguished from others by implying foregrounding devices, such as devices of deviation and parallelism. Thus, foregrounding is a very useful tool in language to affect the readers understanding and appreciation of language. In general, this is the most obvious advantage of foregrounding theory in language and literature. Foregrounding effects are not only restricted to language. This powerful theory can be practically used as a method of language teaching as well. McInyer (2003) shows a detailed description of how foregrounding can used as a pedagogical technique in large-group teaching. Such teaching methodology makes use of internal and external deviation as a means of maintaining the effects of foregrounding throughout the whole lecture course. An example of external deviation is to have two lecturers instead of one in the class so that students will be surprised because such change is unexpected. In this case, knowledge of foregrounding theory is very important for higher education lecturers dealing with large-groups, as it could serve to highlight how the presentation of lecture material can be enhanced, so creating a more effectual learning experience for the student Foregrounding can also be important in translation. If we accept that fact that discourse analysis has its positive effects on translation, we should expect to have similar effects (van Peer and Hakemulder, 2006). Dorry (2008) argues that foregrounding theory with foregrounding since foregrounding theory is so much related to discourse analysis can be applied to discourse at levels of Syntax, lexicon and Phonology. At the level of syntax, foregrounding is defined as the process that involves placing a constituent of a sentence into the focus position so that it becomes more prominent than other parts of the sentence. Naturally, any change in the usual order of words in a sentence will be reflected on meaning interpretation in mind of the reader. In this regard, change can come through deviation from norms or breaking up the rules. Dorry (2008) points out that since translation is a process of text recreation in which translators do their best to communicate discoursal meaning across languages, the way additional or different meaning is created and understood, should therefore also be focused as well from a syntactic-pragmatic angle. This phenomenon which is the locus of foregrounding theory should be have a very careful attention in translation since understanding it can assist to process and perceive meaningful choices made by writers and speakers in the course of communication. Under this claim, translators should be fully acquainted with foregrounding theory and its devices in the source and the target language because translators should always be faithful to both languages. To conclude this section, we have seen that foregrounding is a theory that can be applied many disciplines simultaneously. It is indispensable when we study language as an artistic artifact and how it is perceived by the reader or recipient. Also, foregrounding can be applied as a teaching methodology which is based on unexpected techniques to strike the student. Finally, translators should have enough knowledge of foregrounding effects in the source and target language to stay faithful to the text they are translating. 6. Problems of Foregrounding Theory Foregrounding theory has been the most powerful theory in stylistics. It charmed many stylisticians who devoted their efforts to support this theory. Although this theory has such important position in the stylistics, it is still imperfect. Many critics have mentioned some problems that should be taken into account to render a developed version of the theory. Shen (2007) argues that since deviation in foregrounding is based on the interface of the literary text with the cognitive and communicative principles, and these two types of principles are constrained, deviation should be controlled as well. It looks strange that deviation in foregrounding is not constrained while its assumptions and principles are constrained. Therefore, we need to question the claim of unexpectedness of deviation. In other words, are all types of deviation expected? Shen (2007) discussed some constraints that can be inferred from the devices used in foregrounding theory. A detailed discussion of simile and o xymoron showed that some constraints can be imposed on deviation. However, such conclusion should be carefully considered because foregrounding escapes the routine of everyday language and shake the expectations of the reader by presentation of the unexpected. Thus, how can we constrain the unexpected? And how can we strike a compromise between novelty and constraints? Such questions should be considered when we discuss constraints on deviation. Other limitations of the theory are discussed by van Peer and Hakemulder (2006). The first limitation of the theory is related to the existence of enough evidence that supports the main claim of foregrounding theory; the grounding theory claims that the use of foregrounding devices increases the readers value and appreciation of the text. Unfortunately, this claim has not received enough evidence from research conducted in the foregrounding theory. Another important problem of the theory is the huge vagueness of its terminology. Such a problem is clear when we consider the very often used terms in the theory like estrangement, deautomatization, defamiliarization and foregrounding. Are these terms synonymies or are they different terms? Therefore, the terminology and principles of this theory and its relation to the psychological processes should be fully clarified. More importantly, this theory intersects with the principles and assumptions of other theories and constructs such as Surrealism and Absurdism. Therefore, the boundaries and assumptions should be differentiated from the assumption of other theories (van Peer and Hakemulder, 2006). A problem that has recently been considered in the literature of foregrounding theory is its scope. Some scholars are very fanatic and refuse to include oral or descriptive literature in the domain of foregrounding theory. Hence, they apply the theory to the written texts only, and they neglect oral and video/audio works. Van Peer and Hakemulder (2006) argue that this problem can be solved by integrating the foregrounding theory to the structure and interpretation of the work as whole. To put it differently, a more systematic and coherent version of the foregrounding theory should be developed to cover all genres of literary works. Another problem related to this theory is the distinction between literary and non-literary texts. The majority of literary devices discussed above are reported in literature. Also, the majority of studies reported in stylistics were conducted on literary works. On the other side of the theory, some theorists ((Jeffries and McIntyre, 2010) argue that limiting the scope of foregrounding theory to literary works is a hasty decision because the same devices can be applied to literary and non-literary works such as jokes, advertising and politics. In fact, Mukaiovsky (cited in Miall and Kuiken, 1994) addressed this problem and explained the difference between the two types of foregrounding. Foregrounding may occur in non-literary or everyday language. However such type of foregrounding is not systematic in design. Moreover, the main purpose of such language is communication and foregrounding is so much used. In literary texts, on the other hand, foregrounding is very common, systematic a nd structured. Here, the purpose of foregrounding is to deviate from everyday language and takes the reader to the unexpected to make him enjoy the aesthetic experience of the literary text. A more impressing solution to the problem is presented by van Peer and Hakemulder (2006) who distinguished between two cases of foregrounding: functional and non-functional. Only the former can be seen as literary while later is not a literary use of foregrounding. For example, when a writer uses metaphors or similes in a scientific report, the purpose is not to deviate from the expected and impress the reader. Here, foregrounding is non-functional. In literary use of language, on the other hand, foregrounding is functional and the general aim is to deviate from the expected and present the unexpected To conclude this section, foregrounding theory has its own problems. The scope of the theory should be clearly identified in terms of the text type (literary vs. non-literary) and form (written vs. spoken). Also, its boundaries should be discussed and assigned with regard to other theories and perspectives in the literature. Similarly, abstract terminology should be clarified and fully explained. Finally, deviation, novelty and constraints should have compromised in the course of the theory discussion. 7. Conclusion Foregrounding theory is required for the analysis of literary works and history. This theory yields the best conclusions in textual analysis that it is indispensable analytic methodology to describe the specific features and characteristics of any text and explain the poetic effects on the reader. It can be used in both literary and non-literary works, yet the function is different in each situation. By doing extensive research and exploring its rules and effects in cross-cultural texts, the study of literature and literary works will flourish. Foregrounding device, devices of deviation and parallelism, will lose their important value if they are not developed. Thus, their defamiliarization needs to be under continuous development and replacement. A critical problem of constraints threatens the basic feature of foregrounding which is novelty. Novelty is reached to by violation of rules, and violation is seen here as breaking up everyday routine. Therefore, how can we expect the unexp ected? How can we control and constrain deviation? Such question and enquires should be the main concern of researchers in this field. All in all, foregrounding is the best theory for innovation in literature because it gives unexpected forms of novelty and creativity.