The entire story Essay Example For Students

The entire story Essay Whilst eating the lamb as requested my Mary Maloney, the four policemen (within the house) discuss amongst themselves of the different possibilities of the type of weapon used and its possible whereabouts. One of the policemen concedes that its on the premises itself and ironically probably right under our very noses whilst Mary Maloney starts giggling in the other room.  Like Lamb to the Slaughter, The Adventure of the Speckled Band subverts the conventions of the genre from the very beginning itself, the title. When one hears the Adventure of the Speckled Band theyre most likely to be intrigued and quite keen to read the story. We will write a custom essay on The entire story specifically for you for only $16.38 $13.9/page Order now Another way in which Doyle subverts the conventions of the genre is by using a fictional narrators (Holmes assistant-Watson) point of view. This is evident as Doyle has presented the complete story as a memoir of Dr. Watson. It can also be seen that the first paragraph isnt directly related to the events that took place and is more of an introduction to a recollection of Dr. Watson. The narrator also states that he made a promise to a lady not to reveal these matters and has only done so due to her untimely death; intriguing the readers and making the story sound more realistic. The fact that the accounts are supposed to be secretive further creates intrigue within the readers as it is human nature to be attracted to secretive information. Doyle uses Dr. Watsons point of view to make it sound less fictional and more autobiographic; giving the readers a sense of authenticity and make the entire story more realistic.  Using Watsons point of view also helps the main character (Holmes) look far more superior and intellectual than he is, as Watson himself is portrayed to be in awe of Holmes, this is shown when Watson admits that I had no keener pleasure that in following Holmes in his professional investigations. Once Holmes and Watson had arrived in the living room to meet Miss Stoner, the dialogue between Holmes and Miss Stoner and Watsons descriptions were used to help build suspense e.g. when Holmes points out precise details about Miss Stoners journey to Waterloo, she is startled. The readers were probably expected by Doyle to have a similar reaction.  After the brief disclosure of her families past, she then explains the sudden change in character that took place within Dr. Roylott; regularly holding feuds with the local residents and neighbours.  Despite the extensive statement by Miss Stoner regarding her family, the readers havent yet read about the reason behind Miss Stoners concerns; building tension in the readers mind ever so slightly. The tension starts to increase when Miss Stoner describes the follow up to her sister Julias death. The tension builds from the point where Miss Stoner admits of having A vague feeling of impending misfortune, this is also breaking conventions Miss Stoner, a major character in the story is shown to have had an instinctive impression that something bad was going to take place. The tension alleviates slightly once Holmes starts asking a couple of questions regarding the deaths and Miss Stoner hesitates to confirm that she heard the whistle and the metallic clang. The tension builds up when Miss Stoner concludes that her sister certainly was alone due to the lack of any marks of violence upon her sister Julia. Leading the readers to think that an unconventional and mysterious form of crime has took place.  Tensions build up once again when Miss Stoner calls her late sisters bedroom a chamber, suggesting to the readers that Miss Stoner herself felt uncomfortable about being in that room and thought of it as a prison cell. After Miss Stoner had left Holmes office, the tension turns down whilst Holmes and Watson discuss the different possibilities, until suddenly, the door was dashed open by Dr. Grimesby Roylott. .uee16744cdc27bc6378de50e750b00645 , .uee16744cdc27bc6378de50e750b00645 .postImageUrl , .uee16744cdc27bc6378de50e750b00645 .centered-text-area { min-height: 80px; position: relative; } .uee16744cdc27bc6378de50e750b00645 , .uee16744cdc27bc6378de50e750b00645:hover , .uee16744cdc27bc6378de50e750b00645:visited , .uee16744cdc27bc6378de50e750b00645:active { border:0!important; } .uee16744cdc27bc6378de50e750b00645 .clearfix:after { content: ""; display: table; clear: both; } .uee16744cdc27bc6378de50e750b00645 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .uee16744cdc27bc6378de50e750b00645:active , .uee16744cdc27bc6378de50e750b00645:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .uee16744cdc27bc6378de50e750b00645 .centered-text-area { width: 100%; position: relative ; } .uee16744cdc27bc6378de50e750b00645 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .uee16744cdc27bc6378de50e750b00645 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .uee16744cdc27bc6378de50e750b00645 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .uee16744cdc27bc6378de50e750b00645:hover .ctaButton { background-color: #34495E!important; } .uee16744cdc27bc6378de50e750b00645 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .uee16744cdc27bc6378de50e750b00645 .uee16744cdc27bc6378de50e750b00645-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .uee16744cdc27bc6378de50e750b00645:after { content: ""; display: block; clear: both; } READ: Oedipus Rex EssayA war of words erupts between Holmes and Roylott. However Holmes is hesitant to involve himself in a verbal confrontation thus decides to shrug off any comments made by Dr. Roylott with humour.  After sometime the most anticipated and tense part of the story begins when Holmes and Watson enter Stoke Moran through Late Julia Stoners bedroom.  The tension dies down when the readers discover that there were no whistling noises of any sort for at least 3 hours after midnight, until suddenly Watson hears the whistle, which he describes to be a gentle, soothing sound. Tensions suddenly shoot up as Watson states that Holmes used his cane to lash savagely at the bell pull. A short hiatus in tension occurs amidst all the tensions when suddenly both Holmes and Watson hear an immensely loud shriek. Holmes is quoted to have said Its all over.  Tension is finally built up when Holmes and Watson make their way to Dr. Roylotts bedroom with Watson carrying an Eleys No.2. They are shocked to see the two perpetrators of the murder, one alive, one dead. Here also Doyle breaks the conventions as the murderer dies by his own weapon.

a civil acton essays

a civil acton essays The movie A Civil Action brings up an interesting idea that many people in the public don't see or hear about very often. The idea that the big corporations often don't take into account the safety of the people that work for them or the people that live around the factories. These big corporations are run entirely by money and the idea of what things will cost and how much money they can possibly make. Too many times money is more important than the lives of human beings and the people that run these places only see in dollars and cents. The moral issues that this dilemma brings up are immense. This has been happening for centuries since the industrial revolution. Workers were subjected too harsh conditions and unsafe factories so that more goods could be produced. They had children as young as seven and eight years old working 15 hour days. In our modern times, toxic waste now plays a big part in the safety of people. The waste that these companies produce and dump under o ur noses don't seem to bother them in the least. The way microeconomics effects this must be fully explored to realize the way the corporate world thinks and acts. The goal of any corporation is to make the maximum profit that they can providing a good or service to the community while doing it as inexpensively as possible to them. Too many times producing these goods, toxic by-products are also produced. Nuclear power plants create plutonium, factories let poisonous gasses into the atmosphere, and chemicals are dumped into the drains and washed into our water everyday while being unknown to the people around them. The issue then becomes what to do with these "poisons" at the cheapest cost to retain the most revenue. In A Civil Action the W.R. Grace company decided that the best place to dump the T.C.E. was in the river behind the plant. It's too bad that all the people who lived down stream were also effected by the care ...

Assignment 1 Career Research Report Essay Example | Topics and Well Written Essays - 1250 words

Assignment 1 Career Research Report - Essay Example The report will hereby contain detailed information about a particular field, wherein I can focus to develop my career in accordance with my acquired knowledge and skills. Section 1 Occupational Research The research is based on the opportunities of a graduate student acquiring the knowledge of business and administration. This research has been conducted with the assistance of primary along with secondary sources. For carrying on the research study relating to the profession of an assistant team leader, first of all the employment news and the websites of the companies providing job opportunities have been followed. It can be viewed that the unemployment rate in the United Kingdom remained much stable at 7.70% from July 2013 till August 2013. This statistical data represents the number of people looking for a job in the UK (Trading Economics, 2013). The current data of the employment rate will provide an opportunity for applying to various companies, wherein desired jobs can be obta ined. During the conduct of the research concerning employment scope for the graduates, it can be apparently viewed that the Careers and Employability Centre has been providing various counselling sessions about the process of direct job hunting (McBride, 2013). In this regard, Carolyn McBride, one of the famous career advisors of the UK is involved in arranging various workshops and presentations in order to identify the employability opportunities as per acquired skills along with knowledge. The workshops provided the individuals with an opportunity to develop their respective skills along with knowledge in a more interactive way. Moreover, various career prospective related programs especially for the graduate students have been made available such as retail managers, public relations and sales managers among others. These programs advise the participants, seeking for jobs to follow the websites relating to job search (McBride, 2013). Section 2 Main Findings From the study of the aforesaid research, it can be affirmed that there are ample chances for the graduate students to work within a company as an assistant team leader. The study of business administration offers an all round study along with delivers ample opportunities of building brighter career (London School of Business & Finance, 2013). In the UK, there are many people who seek for jobs after the completion of their studies. Also, there has been a growing trend of the recruitment of the graduates possessing ample knowledge in the field of business and administration.

Nursing and Unions Research Paper Example | Topics and Well Written Essays - 750 words - 1

Nursing and Unions - Research Paper Example These conditions require some control and for controlling these negativities, nursing unions are there. With the help of unions, the nurses can get their due rights according to their hard work and the efficacy of unions cannot be rejected. Nurses accommodate the people with appropriate strategies that can be adopted for gaining optimal health. The vitality of nurses cannot be negated in the profession of healthcare. Nurses work as individuals as well as groups to help the needy people in terms of health. Nowadays, the lack of attraction towards nursing profession poses a serious concern for the health based departments and public health is endangered. The nurses have the right to gain positive reception for their hard work and in gaining that positive reception, unions play a positive part. Some nurses believe, that one alternative to the current slide in morale is to join together as a collective voice to bring about a change in the healthcare profession, which in turn is boosting the participation in nursing unions. It may lead to improved patient outcome because of increased job satisfaction and increased safety measures designed to protect both nurses and the patients. Because of unionization, more people will be encouraged to join nursing as a profession as they will be sure that their due rights will not be rejected and they will be taken care of. The nurses unions represent industrial interests of nurses employed under all awards and agreements, in both the public and private sectors. Its primary function is to protect the interest of nurses in this profession. Moreover, the association represents and provides for the professional, educational and industrial welfare of nurses in government and non government forums at state, national and international level. (Koontz & Weihrich, 2006) Â  

Entrepreneurship and Enterprise Creation Essay Example | Topics and Well Written Essays - 2500 words

Entrepreneurship and Enterprise Creation - Essay Example This essay will critical evaluate the entrepreneur and enterprise activities to demonstrate a thorough and practical understanding of the entrepreneurial process. Lacey, born in 1968 in London, had a passion for business from a young age. At an early age, Lacey had a dream to run a business and help companies in all industries to recruit the best personnel required (Phillips and Gully, 2012). Before entrepreneurship, Lacey worked as a business develop manager in Techpartners International Company and INS for five years, and as a sales account manager in Sysdeco UK Limited for five years (Lacey, 2015). With a wealth of experience in IT sales and networking, Lacey can handle almost any challenge posed by the sales and recruitment sectors. Like all businesspeople, Lacey has experienced the ups and downs of entrepreneurship and understands the demands of entrepreneurship. Fortunately, Lacey has very understanding parents who saw such actions as part of an education and did not interfere with the expression of ideas. Together with the business partner, Darren Rosenfeld, the ambitious men started Next Ventures from 2001 and have overcome many chall enges to make it success today (Hemingway, 2013). Lacey’s story is an example of what most entrepreneurs go through when starting entrepreneurship. There are many decisions to make, which are also accompanied by a degree of uncertainty that puts most businesspeople in a dilemma. Some of the main challenges Lacey faced included branding and marketing, delegation, and health and safety (Horn, 2013). Marketing was especially challenging because it was very difficult to convince individuals and organisations that it was worth a try (Solberg, 2013). Based on own experience, Lacey recommends that prospective entrepreneurs join hands with other like-minded individuals to actualise goals and objectives. One can even engage in entrepreneurship as a part-time venture instead of putting all efforts into one business. People

Contemporary Brand Management Report for EasyJet

Contemporary Brand Management Report for EasyJet Background Overall, the travel market has performed well since 2001, with revenue growth accelerating from 3% in 2002 to 11% in 2004, with total sales for that year being estimated at US$ 549.4 billion. However, some sectors performed better than others, and the share of air transport fell gradually between 1999 and 2003, partly as a result of falling fares due to industry liberalisation and the growth of low-cost airlines. However, sales rose strongly in 2004 as the travel industry recovered and economic conditions were stronger. Indeed, over the period from 1999 to 2004, online sales grew by a spectacular 403%, to reach US$85.2 billion, and the online share of total travel retail sales increased from just 4% in 1999 to almost 16% in 2004. Air transport is by far the largest transportation sector in terms of overall sales, due to its high prices and convenience, with a value share of 58% in 2004. (Global Market Information Database, 2005). As of 2004, no-frills airlines were continuing to expand, although there were signs of a shake-out in the industry as several smaller businesses went bankrupt in 2004, and intense competition has also brought some major US carriers to the brink of bankruptcy. In 2004, Air France Group became the leading airline in the world in terms of value market share, after the merger of Air France with Dutch national carrier KLM. The combined airline now operates a fleet of 550 aircraft, serving 189 destinations in 84 countries, through more than 1,800 flights per day. Air France Group had an estimated market share of 6% in 2004, overtaking the previous market leader, Japan Airlines Co Ltd (JAL), and is thus one of the strongest brands in the market, due to its new European identity, and high level of coverage. (Global Market Information Database, 2005). JAL Group itself was also the result of a merger in 2002 between Japan Airlines and Japan Air System, and its share fell in 2004 to 5%, due to the group’s poor financial performance in that year. Although domestic routes were reported to have performed well in 2004, the slump in the international segment gave rise to a  ¥72.1 billion (US$687 million) operating loss, due to the adverse effects of very low travel confidence in Japan, which prevailed in the first half of fiscal 2004. Nevertheless, JAL continued to increase its leading share in the domestic Japanese market to 43%, well ahead of the number two company, All Nippon Airways, with 34%, due to its strong connections with its country of origin. (Global Market Information Database, 2005). The largest US carrier, AMR, was virtually on a par with JAL in both 2003 and 2004 in terms of value market share, and also saw its share fall slightly, to 5% in 2004. The American airlines all suffered from the events of 11 September 2001 and from the economic downturn, and have continued to perform badly. UAL Corp saw its global share fall from almost 6% in 2001 to just over 4% in 2004, while the share of Delta Airlines fell to 4% over the same period. United Air Lines was the most severely hit of the â€Å"big three† US airlines after 11 September 2001, and was forced to file for Chapter 11 bankruptcy at the end of 2002. However, after undergoing a drastic restructuring programme, the airline had received the necessary financing to emerge from bankruptcy by the end of 2003. All the US airlines are currently experiencing brand identity crises, as the US continues to associate air travel with the spread of international terrorism. The European airlines British Airways (BA) and Deutsche Lufthansa have also experienced mixed fortunes. While the share of BA fell steadily over the review period, to 4% in 2004, that of Lufthansa rose, placing it almost equal with BA, and Lufthansa recorded increased sales and achieved profits in the first quarter of 2004, compared to a loss in the same period of the previous year. (Global Market Information Database, 2005)Both these firms are struggling to compete with the strongly growing no frills airlines, potentially indicating that the national brand reinforcement is no longer enough to build a strong brand in the airline industry, and that something more is needed. Brand Essence Govers and Schoormans (2005) provide one of the best pieces on the concept of brand management, claiming that, beyond their functional utility and purpose, products and series have a symbolic meaning, and parts of this symbolic meaning are accounted for by concepts like brand personality and product-user image, which describe the symbolic meaning associated with the brand or product class. Plummer (1984) also focused strongly on the personality of brands, claiming that there are, in reality, two different faces of brand personality, and it is necessary to understand both faces in order to better grasp the totality and power of this useful strategic concept. A brand presents itself to the world in many ways, through the product itself, through its packaging, its name and where it is sold. A brand sold in a supermarket or via the internet, is attempting to communicate something, but the world, on the other hand, interprets the brand through many different filters; through experience, t hrough perceptions, misconceptions, the value systems of the individuals out there in the world, and, of course, all the noise in the system. The two faces of brand personality therefore are input, that is, what advertisers want consumers to think and feel, and out-take, what consumers actually do think and feel, and these two perspectives on brand personality can be expressed in two forms. The first can be seen as the brand personality statement; and the other as the brand personality profiles, which are consumer perceptions of the brand. (de Chernatony and McDonald, 2003) In terms of a brand personality for an airline, this can be vitally important, as few markets are as brutally competitive as the airline market. However, just because the competition is tough, thats no reason to be tough on customers, like many airlines do, as they are convinced that travellers care mainly about price. As a result, many airlines most notably the major U.S. carriers and budget airlines seem to have made cutting costs the top priority at the expense of their service quality, and have built brand personalities around looking to pinch every penny. However, Prokesch, S. E. (1995) claims that it doesnt have to be that way, even in a cutthroat, mass-market business such as air travel. He argues that there are plenty of people who will pay a premium for good service, even among those who travel economy, and points at British Airways’ profits as a key indicator because, while the world airline industry has racked up billions of dollars in losses in the last five years, British Airways has remained solidly profitable on the back of outstanding customer service. EasyJet has taken this lesson to heart, recruiting senior marketers in each of its major European markets in 2004, in order to coincide with its major full-scale brand relaunch that year. The airline, whose previous marketing communications were accused by some of lacking the lustre of its early years, hired dedicated country managers for the UK, France, Germany, Spain and the rest of Europe, who were responsible for putting in place tailored strategies that relate to their markets perceptions of easyJet. (Rogers, Oct 2004) As a result, the airline managed to develop a fresh corporate identity and brand personality, along with its first sonic logo. It also relaunched its website, substantially increased its European advertising budget to back its first UK TV campaign, and changed typography, by removing the .com from most marketing communication and the cartoon style plane from its ads. The 11m euro ( £7.6m) campaign, which ran across Europe, featured the strapline Come on, lets fl y, and was created by Sledge, easyJets first UK ad agency, with media through OMD. This campaign was driven by the belief that although the â€Å"original marketing created lots of noise† it failed to â€Å"define the airlines distinctive attributes.† (Rogers, Oct 2004) As a result, the new campaign was aimed at creating more emotion around the brand, meaning that, although easyJet remained price-driven, it also focused on the all important customer service. This re launch appears to have pushed easyJet away from its previous position, near the foot of the airline industry brand pyramid. Previously viewed as a last resort for travellers who cared only for costs, with no thought to service or comfort, the company performed well, despite previously being one of the UKs most hated brands. However, with fuel prices rising, and cost cutting initiatives only being able to produce a certain amount of return, the firm has repositioned and re branded itself in order to move of the foot of the brand pyramid, leaving this space to Ryanair, and similar budget carriers, and moved itself into the middle market, with the likes of BMI. Although the carrier is still perceived as a long way below BA and the other premium service carriers, its brand re launch has now enabled it to move into the top five in the list of the UK’s preferred airline brands (Curtis, 2004) Positioning Most people have an opinion about easyJet, which is one of its core strengths, built on the back of the budget airline’s initial positioning as a liberator, enabling people to travel more frequently around Europe, with prices more akin to domestic train travel than the traditionally high prices charged by European flag carriers. Also, under the guidance of Stelios Haji-Ioannou it developed as one of the UKs most distinctive brands, with a trademark anti-establishment attitude. However, the sector has seen growing competition from domestic entrants such as Thomsonfly and Continental start-ups such as Wizz, from Eastern Europe, with higher fuel prices are also hitting profits. As a result, in positioning terms, some feel easyJet has been squeezed between airlines such as British Airways and the ultra low-cost Ryanair. (Rogers, Jul 2004) It is as a result of this that EasyJet hired Sledge as its first ad agency to develop the Lets fly positioning, and has recently launched a mult imillion-pound drive aimed at business travellers. (Marketing (UK), 2005) The airline had previously focused its positioning and marketing efforts on holidaymakers, but is now looking to increase its share of the business market, with print, poster and radio advertisements carrying the strapline ‘Youre a business. You work it out.’ (Marketing (UK), 2005). In contrast, it is a different story for one of easyJet’s key competitors: British Airways, for whom it would appear that, no matter how badly the firm performs, the UK public will always remain loyal. BA has a clear lead as Britains favourite airline, and is seventh place in the overall best-loved brands table; however this doesn’t tally with the reality of its declining fortunes, mainly at the hands of the budget airlines, which, with easyJet’s recent rise excluded, fail to make it into the top five airlines. This can be seen as a testament to easyJet’s strength, and successful positioning switch, that it has managed to make it into such list, especially when you compare the years of heritage and investment behind the BA brand, with the new re launch of easyJet. Comparing the easyJet brand, and relative success, to that of Ryanair, anlysts have claimed that: â€Å"both easyJet and Ryanair spotted a gap in the market, but there is a difference between a good-value proposition and being cheap. (Curtis, 2004), and this has been cited as the reason Ryanair failed to make the top five.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Celebrity endorsement The use of celebrities as part of marketing communications strategy is a fairly common practice for major firms in supporting corporate or brand imagery. Firms invest significant monies in juxtaposing brands and organisations with endorser qualities such as attractiveness, likeability, and trustworthiness. They trust that these qualities operate in a transferable way, and, will generate desirable campaign outcomes. But, at times, celebrity qualities may be inappropriate, irrelevant, and undesirable. Several studies have examined consumers response to celebrity endorsements in advertising. Findings show that celebrities make advertisements believable (Kamins et al. 1989) and enhance message recall (Friedman and Friedman 1979). Furthermore, celebrities aid in the recognition of brand names (Petty, Cacioppo, and Schumann 1983), create a positive attitude towards the brand (Kamins et al. 1989), and create a distinct personality for the endorsed brand (McCracken 1989). Ultimately, celebri ty endorsements are believed to generate a greater likelihood of customers choosing the endorsed brand (Heath, McCarthy, and Mothersbaugh 1994) Thus, the use of celebrity endorsements is an advertising strategy that should enhance the marginal value of advertisement expenditures and create brand equity by means of the secondary association of a celebrity with a brand (Keller 1993). However, celebrity endorsements are expensive for the firm, and depending on the status of the celebrity, remuneration could run into millions for several years. A contract may also include a profit sharing plan, with firms often building special and costly advertising campaigns around celebrities. For example, Coca Cola Co. reportedly spent $25 million in an advertising campaign with Bill Cosby as its spokesperson for Coke (Advertising Age 1986), and IBM spent $40 million in an advertising campaign involving MASH actors (Reuters 1987). Overall, the use of celebrities as spokespersons in advertisements constitutes a significant investment in intangible assets by the sponsoring firm, an investment that management hopes to offset with greater future sales revenues and profits. A possible choice of celebrity to endorse easyJet would be Michael Moore, the American author and film maker, renowned for his antiestablishment attitude. Although the signing of Moore would undoubtedly be controversial, and possibly difficult to achieve, easyJet’s image has been founded on being controversial and willing to offend people, especially those in positions of authority, in the pursuit of its ultimate goals, and thus Moore’s backing would help support these ideals, and ensure that they remained at the forefront of easyJet’s branding. However, Moore’s anti-Bush and anti-America rhetoric has often caused him to be at odds with a large portion of the population of the United States, and although easyJet doesn’t operate in the US, this is something to consider, as the firm may wish to expand to the US in the future, and may also have a large number of potential passengers amongst Americans living in Europe. Special Interest: Online Presence EasyJet is often cited as the firm which pioneered many of the innovations that shaped the market for low-cost air travel, and information technology and an online presence has been at the heart of those developments. For example, EasyJet was the first Great Britain carrier to sell tickets online, in April 1998; however launching that first site was relatively straightforward compared to the headaches that the company faces today when managing and updating a live site that handles millions of customers each year. As such, easyJet’s online presence is of vital importance to the company for its future brand management strategies. (Warren, 2003) Indeed, Campaign (UK) (2003) recently reported that EasyJet has appointed OMD Europe to handle its  £3 million online business across European markets including Great Britain, France, Germany, Italy, the Netherlands, Spain and Switzerland. One excellent example of how easyJet is attempting to widen its brand visibility and appeal through the internet is the recent agreement that easyJet entered into with First Choice Inc., seen as being the final nail in the coffin in both companies tenuous relationship with agents. First Choice Inc.’s vertically integrated online accommodation subsidiary, ‘Hotelopia’, will provide rooms in 10,000 hotels across the world through the easyJet web site, with easyJet getting the commission for the booking, although the commercial details of the agreement have not been released. In addition to the financial benefits, this agreement will also enable easyJet to spread its brand image and appeal to a much wider audience, thus increasing the impact of its brand management strategies. (Davern, 2004) References Advertising Age (1986) E. F. Huttons Spokesman Idea a Cos Celebre. p. 1. Campaign (UK) (2003) EasyJet picks OMD Europe for online media business. Issue 43, p. 7. Curtis, J. (2004) Brands we love, brands we hate. Marketing (UK); 9/29/2004, p34. de Chernatony, L. and McDonald, M. (2003) Creating Powerful Brands in Consumer Service and Industrial Markets, 3rd Edition. Oxford: Butterworth Heinemann. Davern, F. (2004) First Choice hops into bed with easyJet. Travel Trade Gazette UK Ireland; Issue 2465, p. 3. Friedman, H. H. and Friedman, L. (1979) Endorser Effectiveness by Product Type. Journal of Advertising Research, p. 63. Global Market Information Database (2005) The World Market for Travel and Tourism. Euromonitor International. Govers, R. C. M. and Schoormans, J. P. L. (2005) Product personality and its influence on consumer preference. Journal of Consumer Marketing; 2005, Vol. 22 Issue 4, p189. Heath, T. B., McCarthy, M. S. and Mothersbaugh D. L. (1994) Spokesperson Fame and Vividness Effects in the Context of Issue-Relevant Thinking: The Moderating Role of Competitive Setting. Journal of Consumer Research; p. 520. Kamins, M. A., Brand, M. J., Hoeke, S. A., and Moe, J. C. (1989) Two-Sided Versus One-Sided Celebrity Endorsements: The Impact on Advertising Effectiveness and Credibility Journal of Advertising; Vol. 18, Issue 2, p. 4. Keller, K. L. (1993) Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing; p. 1. Marketing (UK) (2005) EasyJet targets business traffic. 4/27/2005, p. 5. McCracken, G. (1989) Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research; p. 310. Petty, R. E., Cacioppo, J. T. and Schumann, D. (1983) Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement. Journal of Consumer Research; p. 135. Plummer, J. T. (1984) How Personality Makes a Difference. Journal of Advertising Research; Vol. 24, Issue 6, p. 27. Prokesch, S. E. (1995) Competing on Customer Service: An Interview with British Airways Sir Colin Marshall. Harvard Business Review; Vol. 73, Issue 6, p. 100. Reuters (1987) April 3. Rogers, D. (Oct 2004) EasyJet relaunches with top-level rejig. Marketing (UK); 10/13/2004, p. 5. Rogers, D. (Jul 2004) EasyJet. Marketing (UK), 7/21/2004, p. 22. Warren, L. (2003) Blazing the easyJet trail. Computer Weekly; 9/30/2003, p. 28.

Dramatic Tension in Macbeth Essay -- Macbeth essays

Dramatic Tension in Macbeth  Ã‚   Shakespeare’s play ‘Macbeth’ is set in Scotland during the rule of king Duncan. Macbeth has fought his way up the ranks of the army to become one of Duncan’s most trusted Lords. An encounter with three witches puts wickedness into the heart of an otherwise noble and loyal Macbeth.   Shakespeare’s brilliant use of dramatic irony, the supernatural, and indecision produce a dramatic tension that keeps the audience on the edge of their seats throughout the play. In act 1, scene 1, a scene of three witches confronts us. This alone would have created mystery and fright to the audience, setting the scene of the play to come. ‘Macbeth’ was written in a period when there was a high interest in witchcraft and the supernatural. People were confused and scared by the supernatural, so the sight of three witches would have told the audience that the play would be full of evil and lies. This scene is a short opening to the play. It is long enough to awaken curiosity, but not to satisfy it. The mood of the play is set, although the action and the introduction of the leading characters do not start until the next scene. In act 1, scene 2, we learn about the tough battle which Macbeth and Banquo have fought, and win for the victory for Scotland. Duncun rewards Macbeth for his courage by giving him the title ‘thane of Cawdor’, â€Å"†¦with his former title greet Macbeth.† Let us not forget that a ‘most disloyal traitor’ first owned this title. This scene tells us that Macbeth is thought of as a brave and valiant man because he has killed so many people and won the battle almost single-handedly. The language used is quite horrific and the deaths of Macbeth’s victims are explained in all their gory detail. Th... ...gers. She then lays them ready for Macbeth. She would have murdered Duncan herself if he had not resembled her father. Macbeth returns having murdered Duncan. Shakespeare’s use of language and structure manages to create tension right up to the murder of King Duncan. He manages to gradually build it up and then release it a little, and then increase it until finally the act of regicide takes place. His use of dramatic irony, the supernatural and indecision all combine to keep the audience on the edge of their seats throughout these scenes. His use of the right language in the right places helps the characters and the play to become really believable. Throughout the play, the supernatural plays a major role. A wise choice by Shakespeare at the time and it still works today. Works Cited: Shakespeare, William. Macbeth. Toronto: Oxford University Press, 1977.