Code of Ethics and Safety in Engineering

Code of Ethics and Safety in Engineering Abstract With a safe product, we have no worries of using it because there is no risk that going to occur. But we must know that nothing in this world is perfect. Any accident can happen to any one of us out there. Engineer always involve themselves with design and creation of new things which demand for a good quality and safer product. Safe Design must comply with the applicable law, requires knowledge and capability, must attempt to foresee potential misuses of the product, must meet standard of accepted engineering practice and must verify every final design. After the process that being followed by the engineer themselves, so it is up to the user to use it in the right way. This project is expected to give awareness to the engineering ethic course student on the term risk, safety and accident in the real world. INTRODUCTION What can we say about Engineering Code of Ethics in this topic? To be simple, it is related to the engineers to produce products that are safe for the society. It is also important that they are the main role in preventing accidents of their invention. We must know that nothing can be 100% safe and perfect, but still engineers are required to make products as safe as reasonably possible.[1] Firstly, we must know that safety is about freedom from the occurrence or risk of injury, danger or loss. So, engineers have to follow the process or designing his product in order to make it safe as possible. Safe design is a process of hazard identification mainly at the design stage or controlling risk as early as possible to health and safety in the planning and design of products, systems or process. Through risk assessment, design option will be generated to eliminate Occupational Health Safety (OHS) hazards or to minimize OHS risks of injury to those who make the product and to those who used it.[3] In response to societal demands for safer products and workplaces, governments, businesses, engineers and others who are involved in innovation are requiring that safety be a fundamental principle in design. Design is a fundamental engineering activity. Engineer always involve in design, development and creation of new or improved products, process, systems and services. Hence, quality and safety in design should be fundamental in engineering concerns, not only to ensure that the code of engineering ethic is to be practiced but also to maintain a good reputation in engineering profession for better sense to develop products, processes and systems.[3] Safe design plays a big role in design objective, including practicability, cost and the functionality of the designed-product. Safe design is the process of successfully achieving a balance of these objectives. To ensure a total safety in a design, safe design needs an understanding of the each stage in the life of a designed product, starting with the initial conception to the end life of the product. Poor design can result in low productivity, higher maintenance, higher employment and workers compensation expenses and reduced asset life. These economic costs are in addition to human costs of injury, illness, disease and disability.[3] As we all know that accidents can always occur in anytime. It is usually happened on the user itself although the product that being used is already being design in term of safety and the usage too. It is case to case basis situation. It depends on whom to be blame. It may seem that engineers sometime bear no responsibility for any accident that happened. However, engineer must understand that the system or products that he is working on and to attempt to be creative in determining how things can be designed to avert as many mistakes by people using the technology as possible.[1] As we design something, we must also consider the manual and procedure for the use of the device or technology of the design. It is for the user itself. Engineers have to follow the design rules and in fact they have to pay the risk by designing something so that any accident can be averted. By generating the owners manual, maybe the user can use the device or the technology in the right way and it also can reduce the chances of getting any accident that can lead to death or injury. So engineers are born to help the people in the world by inventing the advance technology and designing it with the prospect of safety too. SAFE DESIGN CRITERIAS 1) Safe Design must comply with the applicable law All the design must meet their specifications and standards to ensure a good and safe design. Federal safety laws are different for each departments or industries. For example, International Maritime Organization (IMO) has an important part to play for adopting legislation for ships. IMOs safety legislation deals with the ship and passenger while The SOLAS (Safety of Life at Sea) do concern with passenger safety and with lifesaving equipment on passenger ships. While for electrical field, The National Electrical Safety Code (NESC) is a set of rules to safeguard people during the installation, operation, and maintenance of electric power lines. The NESC contains the basic provisions considered necessary for the safety of employees and the public. Although it is not intended as a design specification, its provisions establish minimum design requirements. PPL Electric Utilities Corp. (PPL) has developed design specifications and safety rules which meet or surpass all requirements specif ied by the NESC.[3] 2) Safe Design requires knowledge and capability In this case, engineers need to have and be able to demonstrate required knowledge about the design that he or she is about to build. They must have knowledge about the workplace hazards and any harmful effect because some of the design or project involves the prevention that may have potential to release hazardous material or energy. Such incidents will affect the environment such as toxic effects, fire or explosion and will drive to other consequences such as serious injuries, property damage and loss production. These are the basis possibilities that engineers must concern and implement ways to avoid any danger causes.[4] 3) Safe Design must attempt to foresee potential misuses of the product Engineers are professionally responsible for ensuring that their products or system are safe enough before they are established. They are legally bounded through law and regulations to ensure that their designs are safe from concept through disposal. To ensure a safe design, engineers must foresee the possibilities about the misuses of the products and implement ways to minimize the cautions of product misuses by the users. By adopting a safe design approach, it is possible to design-out health and safety hazards to create a design options that meet both clients need and our obligations as an engineer.[2] 4) Safe Design must meet standard of accepted engineering practice. Accepted engineering practice is a safety issues that involve fundamental ideas about how we view the world and what we believe is important and right. A designer has a responsibility to ensure that their conceptions do not put the others on risk. They cant just create the design by simply ignore insignificant risk even it consumes lots of cost. For example, it might be less important for a small house to install lightning protection but it is a must for such a large factories or tower to do so and to meet the standard of specification.[3] 5) Safe Design must verify every final design For good engineers, they must always find alternatives about how to improve their current products to improve safety effect besides implementing new ways of design. However, after designing, the products and finished devices must be tested rigorously to see whether the products are safe and meet the specifications needed. For fresh graduate engineers, they would be expected to work under the supervision and guidance of more experienced engineers, while they gain experiences. This is very important as fresh engineer will attempt to make more mistakes as they have lack of experiences.[2] DESIGNING FOR SAFETY Safety is generally interpreted as implying a real and significant impact on risk of death, injury or damage to property. In response to perceived risks many interventions may be proposed with engineering responses and regulation being two of the most common. Better safe than sorry by Bruce Erion, President of the National Broadcast Pilots Assn, a simple but crucial for designers to bear with. One version of the process for safety design, taken from the finding of Wilcox will be thoroughly elaborated. Some of the steps are including defining the problem and generate as well as analysing several solutions before implementing the design Consideration of safety should be an integral part of the design process at the various stages. Designers should assess the design as it progresses and if any significant hazard is identified the design should be altered to eliminate the hazard where reasonably practicable, or otherwise to reduce the risk where reasonably practicable [4]. As the design progresses from concept to detail, consideration of safety issues moves from general aspects to specific aspects. The most important contribution that a designer can probably make is at the concept and early design development stages of a project when project-wide and system hazards are being considered. Another important thing that an engineer needs to consider is to minimize the inherent danger in the process as could as possible. It is good if we can excluded any potential danger in our design rather that to cope with or otherwise avoided Hence, dangerous substances or reactions are replaced by less dangerous ones, and this is preferred to using the dangerous substances in an encapsulated process[3]. Trevor Kletz said that to eliminate the hazard completely or reduce its magnitude sufficiently to eliminate the need for elaborate safety systems and procedures. Furthermore, this hazard elimination or reduction would be accomplished by means that were inherent in the process and thus permanent and inseparable from it. Here we focus on the specific area of pertaining to engineering design. We believe that engineering design constitutes an interesting starting point for ethical issues in engineering, both for educational and research purposes [3]. The first step that designer need to consider is to define the needs and requirements and often involves determining the constraints. Consideration of safety should be an integral part of the design process at the various stages. Designers should assess the design as it progresses and if any significant hazard is identified the design should be altered to eliminate the hazard where reasonably practicable, or otherwise to reduce the risk. Before some design has been done, we must consider all the pros and cons before implementing every single one. We have to recognise if there any design trade off of the products. In order to build a stadium for example, Stadium A gives a more astounding structure but less safe compared to Stadium B that is very safe but the structural design is not that remarkable. Which one will we choose to build? Here, we need to generate several solutions in order to decide the best selection to choose but as a good designer, safety is always be the main priority Hence, after several solutions have been listed with their advantages as well as disadvantages, they need to be analysed. Safer products, processes and systems will result and that ultimately benefits business and society generally, now and in the long term, because it minimises injury and illness and provides for a better social and workplace environment. This step involves determining the consequences of each design solution and determining whether it solves the problem. The aspect of the design process is connected to, or brings about possible negative consequences, for people other than the designers involved; hence it is a must for engineer to test the solution whether they are safe enough before each of product has been released. Then after completing the solution testing, the design is ready to implement. In the nutshell, safety must come first in every design to avoid any unwanted accidents in the future and subsequent criminal or civil action against us RISK-BENEFIT ANALYSIS Risk-benefit analysis is the comparison of the risk of certain cases to its related benefits in the real world. Exposure to personal risk is recognized as a normal aspect of every daily routine life in human being. We accept a certain level of risk in our lives as necessary in order to obtain some particular benefits. In most of these risks one feels as though he or she have some sort of control over the real situation. For example, driving a car is a risk most people take every day. The controlling factor appears to be their perception of their individual ability to manage the risk-creating situation. However, analysing the risk of a situation is very dependent on the individual that doing the analysis. When individuals are exposed to involuntary risk or risk which they have no control, they tend to avoid the risk that they faced. Under these conditions, the individuals will favor to have the risk to be as much as one thousand times smaller than for the same situation under their pe rceived control.[7] Let us consider the adequacy of this way of dealing with uncertainty with the help of the simple conceptual model of risk management described by Figure 1. It characterises risk management as a non-monetized form of cost-benefit analysis. Figure1: simple conceptual model of risk management The model postulates that everyone has a propensity to take risks this propensity varies from one individual to another this propensity is influenced by the potential rewards of risk taking perceptions of risk are influenced by experience of accident losses ones own and  others individual risk taking decisions represent a balancing act in which perceptions of  risk are weighed against propensity to take risk accident losses are, by definition, a consequence of taking risks; the more risks an  individual takes, the greater, on average, will be both the rewards and losses he or  she incurs.[6] To make it simple, there are three kind of risk as shown in the figure 2. Figure 2: three kinds of risks Virtual risks are products of the imagination which work upon the imagination. The less conclusive the science relating to a particular risk, the more liberated are peoples imaginations. directly perceptible risks are managed instinctively and intuitively. Science illuminates many of the connections between behaviour and consequence, sometimes so successfully that previously invisible risks become directly perceptible. However estimates of such probabilities are usually of limited value to those seeking guidance about what to do in the face of uncertainty. There are at least as many problems attaching to the probability estimates as there are to the value estimates by which they are multiplied.[6] ACCIDENT Accident is an unexpected event that will be interrupt any completion of an activity, and that may be include injury or property damage. . Work accidents can occur due to unsuitable protective clothing and gear and insufficient training or non training. Injury can also be caused by careless co- workers and poor lighting. The employers should provide safe place of working, safe system of working and safe methods of working. When the accident was investigated, the important part is to find out what is the causes of the accident. It will use as a guideline in order to prevent similar accident in the future. The objectives of the investigation accident is actually to find out the facts that can guide to take the actions and not to find the fault. The investigation of the accident can be conducted by someone who have experienced in accident causation and have experienced about investigation technique. Besides that, the person must be have a knowledgeable about the working process or condi tion, the procedures and the person involve.[1] Most of the accident happen maybe because of some human error or else. For example, when doing the investigation, the accident is occur due to the worker carelessness. The accident happen still must be to investigate if there are not involve any injury or property damage because any hazards can be corrected for in the future apply. Accident can be considered into a several type which is procedural, engineered and the systemic. For procedural accident, it is the most common happen and it will give the someone to make a bad decision or choice and will not follow the established procedures. The procedural accident are quite well to understood and can be minimize with the appropriate way for example with the given training to the workers, more supervision, and must have laws or regulations .For engineered accident, it caused by flaw in the design. Failures in the choice of material, devices not operating properly, devices or parts not operating well under all circumstances. Engineered failure should be anticipated in the design stages and should be caught and corrected during testing. However, it not always to anticipate in every condition that will be encountered, and sometimes testing doesnt occur over the entire range of possible operating condition. Engineered accident cam be understood and alleviated as more k nowledge is gain through testing and actual experienced in the field.[1] For systemic accident, it is quite hard to understand and not easy to control it. They are characteristic of every complex technologies and the complex organizations that are required to operate them. For example in airline industry which have a very complicated system that involve many working people including baggage handler, machine, pilot, and so on. In designing some project, there are so difficult to detect any systemic accident since there are many small and seemingly insignificant factor that can be considered. As the designer and engineer, we suppose to understand the complexity of the system working and try to design something which the accident occur can be minimized. CASE STUDY CASE STUDY FOR SAFETY DESIGN Case Study 1 Safe Design: Employee received electric shock while trying to adjust damaged connector linking coin operated box to photocopier. 50mm connector jutting out at 90o on side of copier unsafe workplace-equipment layout obstructing access to electrical power outlet Preventive Actions Reopen case worksite preventive / brainstorming session with staff thru process of consultation, hazard ID, risk control measures. Re-layout photocopier and book shelf Case Study 2 Safe design: Nov 2004 Exhaust fumes from diesel engine at basement got into the air conditioning intakes on Floors 4 to 7, building was evacuated. When building was first built, there was no restriction to exhaust ventilation. With development, adjacent buildings were causing environmental restriction to existing exhaust ventilation systems, creating unsafe and uncomfortable workplace environment! Corrective action: Building owner to fix Preventive Actions: Development Act LG admin controls BCA building regulations controls Building Designers responsibility Case Study 3 Safe design: Jan 2005 Maintenance worker received electric shock after coming into contact with an LIVE evaporative cooling system isolation switch filled with water. Cause: Water droplets from the filter pad splashed onto the fan-motor power cable and gradually gained entry into the conduit and switch housing through gravity feed. Safe Design Consideration: Install a 90o elbow facing downwards at the cable entry point from the inside of unit to create the lowest dip point by design. Sealing the conduit entry point with silicone rubber or equivalent may not provide a permanent  barrier. CASE STUDY FOR ACCIDENT Case Study 4: Collapse of Stadium Terengganu Image of Terengganu Stadium Collapse In 2 JUNE 2009, the Stadium of Terengganu collapse after one year of being built. It was officially opened by the Yang di-Pertuan agong sultan Mizan Zainal Abidin. The roof of the stadium is named after him in Gong Badak, Kuala Terengganu collapsed in early morning of 2 June 2009 and causing damage to the few cars that was park in the vicinity. Fortunately no one was injured in this accident. The frame structure of the roof of the 50,000-seat stadium came crashing down around 7.30 am and none of the stadium staff were at the premises yet. 60 percent of the roof at the stadium that was built at a cost of RM270 million and opened on 10 May 2008, collapsed, including that above the royal box at the grand stand. Overall damage was estimated at RM35mil. Meanwhile, even after the debris from the 2,500-tonne roof has been cleared, the Terengganu government is  unable to say if the stadium is safe  as the impact of the collapse is not known. Some causes of the collapse of this new stadium were identified. It is maybe because of components used and work quality did not meet the specifications; design factor was not appropriate; roof was not constructed properly; quality control was not carried out at the project site; weak supervision during the construction process; lack of skilled workers; and shortage of experts and experienced consultants. A notice has been issued to the contractor to repair the 50,000-seat Sultan Mizan Zainal Abidin Stadium which is the biggest stadium in the East Coast but no response so far[9]. Case Study 5: The Crash of Valujet Flight 592 Image of Valujet Flight 592 In May 1996, Valujet Flight took off from Miami International Airport, heading for Atlanta. Theis Valujet Flight offered cheap fares to Florida and other popular destinations. It cost savings were achieved in part by hiring other companies which is Sabre Tech to perform many of the routine operations that keep an airline flying including the routine task of replacing oxygen generator canisters in some of its DC-9s. The canisters are located above the passenger seats and are used to provide oxygen to the passengers through masks should the cabin pressure somehow lost. The canisters contain a core of sodium chlorate, which is activated by a small explosive charge. This small explosion is initiated when the passenger pulls the oxygen mask toward herself. A chemical reaction within the canisters liberates oxygen, which the passenger breathes through the mask. During use, the surface temperature of the canister can be as high as 500F, which is normally not a problem, since the canister is well ventilated. To ensure that the canister will operate properly when needed, the oxygen generator canisters must be replaced periodically. Valujet maintenance rules made it clear that when the canisters are removed, a bright yellow safety cap must be installed on them to ensure that the explosive charge is not inadvertently set off. Unfortunately, Sabre Tech didnt follow this rule while performing this work. Instead, tape was applied where the caps should have been gone, and the canisters were placed in five cardboard boxes and left on a shelf in the hangar. However, two of the Sabre tech mechanics marked on the paperwork that the caps had been installed and signed off on the job. Within minutes after leaving the runway, the DC-9s electrical system started to fail and the cockpit and passengers cabin began filling with smoke. The pilots immediately called the Miami tower for permission to return and began to descend and turn back toward the airport. However, the situation becomes worsened because of fire started melting the control cables and the pilots become shrouded in smoke. The plane suddenly banked sharply and descended rapidly. The descent was so fast and causes the traffic control radar in Miami no longer able to register an altitude for the airplane. Amazingly, either through the efforts of the pilot or because the autopilot come back on, the plane becomes leveled off again. The airplane was now at only 1000 feet above the ground. The air traffic controllers in Miami radioed the pilots and attempted to send the aircraft to the closer airport at Opa Locka, Florida. Instead, the plane was rolled sharply to the right and facing nose down crashed into the Everglades. The two pilots, three flight attendants and 105 passengers on board were killed instantly in this accident. The subsequent investigation into this accident indicated that the fire was caused by the accidental firing of at least one of many chemical oxygen generators that were being carried in this plan to send back to Valujet headquarters in Atlanta. This chemical oxygen generator is the canister that had been removed from another Valujet airplane. The heat generated by this canister caused a fire in the cargo hold beneath the cockpit that ultimately brought this plane down. The investigation showed that this accident is not a flow in the airplanes design, but rather was attributed to a series of the oxygen canisters. These canisters were improperly secured and supposedly shouldnt have been on the airplane at all. One of the most important duties of an engineer is to ensure the safety of the people who will be affected by the products that he designs. As we have seen, all of the codes of ethics of the professional engineering societies stress the important of safety in the engineers duties [1][8]. CONCLUSION There are so many small insignificant factors that engineer doing that occur the accident. It may seem that the engineer has no responsibility and not alert about the law of safety and regulation. However, the engineer must understand and learn the complexity and the system that he is working on and also to be creative in determining how things can be design to avoid the accident happen again. Many of the risks can only be expressed by probabilities and no more educated guesses. Furthermore, there are synergistic effects between probabilities especially in a new and innovative design. Because of that, the engineer must design a product as safe as possible. Base on the designing for safety, the risk can minimize much more easierThe risk can minimize if the engineer spending more time to recheck the design cycle before sell it. It is because of to make sure that the product safe to use. Even though the price quite expensive, especially in the design cycle before the product has been built or is on the market, but the engineer must make sure that the product have a safety prevention and high quality. The prudent and ethical thing to do is to spend as much time and expense the design correctly so as to minimize future risk of injury and civil actions. The method to help analyze and to determine a project to proceed is risk benefit analysis. This method can summarize that the only ethical way is to implement risk-benefit by sharing the benefit between the engineer and society. As a conclusion, the product not surely 100% safe, but the engineer must design a product more effectively and follow the ethical law as a guideline.

Mise En Scene Analysis Of Titanic Film Studies Essay

Mise En Scene Analysis Of Titanic Film Studies Essay In this chapter, content analysis will be used to analyze the film Titanic in qualitative perspectives from the five mise-en-scene elements (Acting style, setting, space, costume and lighting) and also the focus group to find out ideological elements that portrayed in this film. Besides that, the reporting of the discussion in the focus group which is based on the four themes also will be included. Setting can be used to amplify characters emotions or the dominant mood of a film; it also can establish aspects of the character. In the film Titanic, there were only two settings in this movie, the salvage ship, and also the RMS Titanic. The salvage ship was most taken place at the beginning part of the film. This is the working place of the treasure hunter Brock Lovett and his team members who explored the wreck of the RMS HYPERLINK http://en.wikipedia.org/wiki/RMS_TitanicTitanic in the Atlantic Ocean; they are searching for a necklace named the Heart of the Ocean. They have found out a sketch of a nude woman wearing it, the date was writing at the sketch April 14, 1912, which was the night the RMS Titanic sinking by hit the iceberg. The old Rose Dawson has recognized the nude woman in the sketch is her. So, she and her granddaughter visit the treasure hunter Brock Lovett and his team on this salvage ship. Rose recalls her memories about the RMS Titanic while answering question f rom Brock Lovett. So, this setting is the secondary setting in this film, the main setting is the RMS Titanic. The main setting RMS Titanic is consists of indoor and outdoor. The indoor of RMS Titanic got several levels; the upper level is the extravagant hall, restaurant, church, VIP room and so on. It has created a sense of high class culture; audiences will feel that the upper level is for the higher level and rich people. The lower level is slightly contrast with the higher level, the restaurant and room of the lower level is obviously low standard, not much decoration, the upper levels room is big and have the king size bed, but the lower levels room is small and only have the double-decker bed set, so each small room need to fit a few people, it has created a sense of the place for lower level or poor people. The outdoor of the RMS Titanic is showing the grand of the ship. Several scene was taken place at the outdoor of RMS Titanic which is the scene that the main character Jack was so excited to get into the RMS Titanic, he shout out I am the king of the world. The scene that the main character Rose want to commit suicide to jump into the sea, Jack was stop him and says You jump I jump, the dialogue was memorable. The flying scene that the main character Rose was holding by Jack, standing high and Rose says I can fly, this is one of the memorable romantic scene that was taken place at the outdoor of RMS Titanic. Acting Style The acting style refers to the character acting in the film, which is the actor or actress in the film. The acting style is important because the actor/actress is the only element has movement in the scene. There have three main characters in this film which is Jack Dawson, Rose DeWitt Bukater, and Caledon Nathan Cal Hockley. Leonardo DiCaprio as Jack Dawson, Jack is a penniless Wisconsin man who has toured various parts of the world, primarily Paris. At the beginning of this film, Jack has wins two third-class tickets onto the RMS Titanic in a poker game and travels with his friend Fabrizio. He is attracted to Rose at first sight and meets her when she wants to jump into the sea to commit suicide. This accident enables him to mix with the first-class passengers for a night, and also starts a love story with another main character, Rose. Rose DeWitt Bukater was acted by Kate Winslet. Rose is a 17-year-old girl in this film, she is originally from Philadelphia, in order to maintain their high-class status, she forced into an engagement to 30-year-old Caledon Hockley Cal after her fathers death had left the family debt-ridden. Rose boards the RMS Titanic with her fiancà © Cal and her mother Ruth, as a first-class passenger, and she meets Jack and starts their love story on the ship. Another main character is Caledon Nathan Cal Hockley acted by Billy Zane. He is Roses 30-year-old fiancà ©, and he is the main antagonist of this film. His characteristic is arrogant and snobbish. The relationship of Rose and Jack was made him increasingly embarrassed, jealous, and cruel. He was commits suicide after losing his fortune in the Wall Street Crash of 1929. Besides that, the supporting characters also playing an important role in this film. They are Rose Dawson Calvert, Brock Lovett, Ruth DeWitt Bukater, and also Margaret HYPERLINK http://en.wikipedia.org/wiki/Margaret_BrownHYPERLINK http://en.wikipedia.org/wiki/Margaret_BrownMollyHYPERLINK http://en.wikipedia.org/wiki/Margaret_BrownHYPERLINK http://en.wikipedia.org/wiki/Margaret_Brown Brown. Gloria Stuart as Rose Dawson Calvert, she is the character of 100-year-old Rose. She gives Brock Lovett some information regarding to the Heart of the Ocean. She tells the story of her time aboard the ship; she is the one who narrate in this story. Brock Lovett was acted by Bill Paxton, he is a treasure hunter that looking for the Heart of the Ocean in the sketch that found from the present RMS Titanic. This character was wild ambition, but he later reflects at the end of the film, says he has never understood the story of Titanic until he hears Roses story. Ruth DeWitt Bukater is Roses mother, acted by Frances Fisher. She is Roses widowed mother; she arranges Rose engagement to Cal in order to maintain her familys high-class status after her husband died. She believes that social position is more important than her daughter. She looks down to Jack, although he saved her daughters life. This character was created a sense of arrogant and selfish. Margaret HYPERLINK http://en.wikipedia.org/wiki/Margaret_BrownHYPERLINK http://en.wikipedia.org/wiki/Margaret_BrownMollyHYPERLINK http://en.wikipedia.org/wiki/Margaret_BrownHYPERLINK http://en.wikipedia.org/wiki/Margaret_Brown Brown, acted by Kathy Bates. Because of her sudden wealth, she is looked down by other first-class women, including Ruth, Roses. She is never looks down and friendly to Jack, she lends Jack a tuxedo when he is invited to dinner in the first-class dining saloon. Her friendly was created the sense of positive to this character. Lighting Lighting is emphasizing on the texture, distance, mood, shape, season, glamour, time of day or night. In this analysis, we have divided the movie as three part, which is the beginning part (The salvage ship is using the submarine to treasure hunting at RMS Titanic that under the sea), rising action part (When Rose aboard to the Titanic and meet Jack), the climax and ending part (after the Titanic hit the iceberg).so, the beginning part mostly used the low key lighting when treasure hunting the RMS Titanic that under the sea, the low key lighting was created the mood of under the sea, they only used the spotlight of submarine to illuminate some part of the RMS Titanic, it has convey the sense of the sadness and loneliness of the RMS Titanic. The rising action part is after the main character Rose aboard to the Titanic and meets Jack; we can see the high key with yellow lighting at the upper level on the ship. This created the sense of high-culture and extravagant to the scene. For example, the scene of Jack first step into the lobby of the upper class level, the high-key lighting has contrasting the lower level with normal lighting. So, audiences can feel the extravagant of the upper level and also the simple and crude of the lower level. The scene of the working place for the worker is using lower key lighting, its conveys the working environment of the lowest level at the time. The climax part is after the Titanic hit the iceberg and going to sinking. Most of the scene is used the low-key lighting in order to conveys the sense of the death of Titanic. This is strongly contrasting with the grand and extravagant of the Titanic, showing how the Titanic has been destroyed and how the human try to survive in this happening. Because the RMS Titanic is at the center of Atlantic Ocean, and its on midnight, so the environment around the Titanic is dark, and also the Titanic was sinking, so the lighting will be darker by step-by-step. So, in this film, different uses of lighting has represent different meaning to the scene, at the most last scene, there have showing the present Titanic with low-key lighting and dissolve to the high-key lighting of the extravagant corridor and lobby, its successful to attract audiences mind and contrasting the present and the last time of RMS Titanic. Costume Costume refers to the clothes that the characters wearing in the scene, make-ups also categorized under this element. The main character Jack Dawson has wearing at least two costumes in this film which are the Bib shirt ensemble that include the bid shirt, corduroy pants and suspenders, this created the sense of character that the lower standard traveler. Jack was wearing the tuxedo set that borrowed from Madam Molly when he is invited to dinner in the first-class dining saloon. Besides that, the main character Rose DeWitt Bukater has changed at least seven different costume in this film, most of her costume is extravagant Victorian dress and aristocrat costume in order to portrayed her as the higher-class people in the film. The antagonist character in this film Cal is always wearing the gentlemen suit and tuxedo in order to make him look more high-class in the film. For the supporting cast such like the Roses mother, Madam Molly and also others high-level ladies, they are wearing caroler costume which include a hat, this is popular to the high-level ladies at the time, for the gentlemen in this drama was wearing gentlemen costume in this film. Low-level ladies and gentlemen are wearing the suit and dress with low quality. And also the ship crews are wearing their uniform at all the time. Space Arrangement The space arrangement refers to the depth, proximity, size and proportions of the places and objects in a scene that can be manipulated through the camera position, camera shot and so on. There have few interesting scene in this film has been taken for the analysis. The first scene that Rose recall back is Rose going aboard to the Titanic, the detail shot from high angle to her costumer, telling audience that Rose is belongs to the privileged class, this shot has enhanced the meaning by the voice-over which is To me it was a slave ship taking me back to America in chains. Outwardly I was everything a well-brought-up girl should be. Inside I was screaming. Everyone looked Titanic as a dream but not to Rose. The shot of the Titanic cross the sea and overstep others small boat in the sea has created the meaning that the Titanic is grand. During the night, Rose running out from the restaurant and wants to jump out from the ship, the high angle shots has appears to make a contrast of the large of sea and the small of human. When Jack first time enter the first class lobby, the tilt up to the ceiling and follow shot of Jack has created the sense that the first class lobby is tall and wide, which means extravagant and also contrasting with the lower-class. The shot that Jack drawing the Roses nude pictures, close-up to their Roses eyes to convey the sense of Rose are feeling sweet and she is willing to be naked in front of the guys who she loved. The shot that tilt up to Rose that inside the save boat and tilt up to Jack that still at the ship, showing their eye contact and Rose thinking to going back to the ship. This scene is touching and created the meaning that they are not willing to separate. After the ship sank, Rose was lying on the wood. The tilt down shot created the meaning that human is the smallest item in the nature. At the end, close-up to the eyes of older Rose after she finished the story, this make a sense of vicissitudes of time, Rose has been old, but she is still remember the happening of the unforgettable night. These five mise-en-scene elements (setting, acting style, costume, space arrangement and lighting) are well done in the film Titanic, this is deserved to be the best Oscars film of the year. Based on this analysis, this has achieved the objective of find out the five mise-en-scene elements those are seen in the film Titanic. 4.2 Reporting of Focus Group Discussions Respondent M1 Name: Andy Gender: Male Course: Broadcasting Age: 22 Respondent F1 Name: Ewen Gender: Female Course: Broadcasting Age: 22 Respondent F2 Name: Chloe Gender: Female Course: Broadcasting Age: 22 Respondent F3 Name: Fish Gender: Female Course: Broadcasting Age: 21 Respondent F4 Name: Kiss Gender: Female Course: Broadcasting Age: 21 The above respondents name is anonymous due to confidential purpose Theme 1: The most preferred mise-en-scene element when viewing a film M1: I am most preferred acting style. Because a good acting style can lead the movie into higher level and credit for the whole artwork. For example in the film Titanic, Jack is trying hard to protect Rose and completed the mission impossible. I am most not preferred lighting when viewing a film. F1: Acting style. This is because if the actor and actress acting style are very poor, I will have no interest in it. But I am more preferred to costume when I am watching Titanic, because it can let me know about the costumes of last century of England and differences of costumes between rich and poor people. I am not preferred the space arrangement when viewing a film. F2: I am preferred acting style, setting and costume. Because those others elements only can guide audience fall into their movie. When jack hug rose in front of the ship, the scene very nice and romantic where fulfilled the 5 elements of mise-en-scene. I am not preferred space arrangement. F3: Agree! I am preferred acting style but not preferred space arrangement. Because the acting style of character can enhance the storyline of film. But when I watching the film Titanic, I am more preferred the setting in this film. The setting in the film that mostly is in the ship is suitable and luxurious setting, show the social status of some character. F4: I am agree with F3, I am preferred the setting when viewing a film. I like the setting of the movie because I like the titanic cruise. I am not preferred to the lighting. Theme 2: Ideological elements portrayed in the film Titanic M1: There have race studies, class studies, and postcolonial studies that portrayed in the film Titanic. The most memorable for me is class studies, lower class people playing lousy instrumental and sing local song under the ship. High class people play violin, piano and etc. F1: There have Class Studies that I have found in the film Titanic. Class studies is memorable to me because in this film always show that different class of people will get different treatment. F2: Race studies were portrayed in this film, because it shows the different races in the ship. F3: Class studies. Because this film has shows social status obviously through their lifestyle. And it also shows that same social status should be group together. F4: Same with M1, F1 and F3. Class studies is portrayed in this film because the status symbol in the movie is being portray most of the time especially the higher class will look down at the lower class. Theme 3: The most memorable scene in the film Titanic M1: The most memorable scene for me is Jack lets Rose lying on wood but he die in the cold ocean. Feel touching, romantic and scarifies and this man are strong without worry shake attack. Their acting is too real like suffering plight; audience can feel the pain and sadness. There also have others memorable scene such as drawing naked body, make love inside the car, you jump Im jump. F1: The most memorable for me is after the ship sank, when Jack and Rose in the sea, because Jack is very mighty, he allow Rose go up to the float board that only can support one person and keep remind Rose that, she need to live and cant die. He still holds Roses hand tightly, although he is died. It really very touches. The lighting and acting style are credited. This is because at this scene, the lighting only focuses on Jack and Rose face. So that, we can more focus on their face expression to more get into the storyline. An old couple hugs together and lying down on bed, when Jack and Rose dance at the lower class party also memorable to me. F2: I still remember the scene that both of them hug in front of the ship, having sex in a car, Jack drew Roses naked body and Jack slowly freezing to die in the iceberg ocean. The most memorable scene for me is when Jack hug Rose in front of the ship, because the scene very nice and romantic where fulfilled the 5 elements of mise-en-scene. F3: Scene of conversation between Jack and Rose when the ship sinking. Because the words that spoken by Jack is touching, I am feeling sad because they are going to apart forever. The setting has did well because there is spectacular during the ship is sinking. F4: The ship torn into two and everyone is falling from the ship. It is very spectacular. The acting style of the main character is good in this scene. They act very real although I know it is not real. Theme 4: Comment towards the film Titanic M1: Good and successful movie. Everyone knows Titanic and everyone watch Titanic even children today also watch. F1: Although Titanic is an old movie, but it is still very nice if comparing with the movie nowadays. It really very touches. This film was successful because it still let people remember till now. F2: Titanic is a film that never be forgotten by the people. I think this film is successful because I still can slightly remember the film even I watched it at around 9/10 years old. Its almost 12 years ago. F3: Titanic is a successful love story with romance storyline, acting style of character is good. A lot of people still remember the storyline of Titanic although it released for many years. F4: Titanic is a classic movie that you have to watch in your life time. Everyone knows about Titanic. Even they dint watch before but heard before. This is classic, nice and successful movie. 4.2.1 Summary of the Reporting on the Focus Group Discussion Through the reporting concerning to the focus group discussion, there have five of the respondent that consist of one male and four female, four of them said that they are preferred acting style when viewing a film. Respondent M1 said he preferred acting style, because the good acting style can lead the movie into higher level and credit for the whole artwork. Respondent F1 preferred acting style, she said that she will have no interest to certain film that the poor performance of actor or actress. But she is giving credits to the costume in the film Titanic, because giving her the knowledge about the England last century poor and rich people costumes. Respondent F2 has chosen three elements as her preferred mise-en-scene elements which are the acting style, setting and costume, because the lighting and space arrangement only can guide audience fall into their movie. Respondent F3 said that she is preferred acting style when viewing certain film; the reason is the acting style of cha racter can enhance the storyline of film. She said that she is more preferred the setting in the film Titanic, because the setting in this film that mostly is in the ship, it is suitable and luxurious setting, show the social status of some character in this film. Besides that, Respondent F4 has not preferred acting style but setting when viewing a film, she said that it is because she likes the Titanic cruise. M1 and F4 are not preferred lighting and also F1, F2 and F3 are not preferred space arrangement when viewing a film. Four of the respondents realize that the class study is strongly portrayed in the film Titanic. One of the respondents thinks that there were only race studies portrayed in this film. Respondent M1 said that the most memorable scene of class studies for him is the lower class peoples are playing lousy instrumental and sing the local song at the lower floor of the ship, but the high class peoples are playing violin, piano and so on. He also stated that there also have portrayed the race studies and postcolonial studies in the film Titanic. Respondent F1 said that the class studies is memorable to her because there is always showing different classes of people can get different treat in the ship. Respondent F2 said that the race studies were portrayed in this film, because the film has shows there have different races passengers in the ship. Respondent F3 said that the class studies were portrayed in the film Titanic, because this film has shows social status obviously through their li festyle. And it also shows that same social status should be group together. Respondent F4 has agreed with the class studies, because the status symbol in this film is being portrayed most of the time especially the higher class will look down at the lower class. For the most memorable scene in the film Titanic, only respondent M1 and F1 have the similar answer, others three respondents have different point of view. The respondent M1 said that the most memorable scene for him is Jack lets Rose lying on wood but he died in the cold ocean. This scene is touching, romantic and scarifies and this man are strong without worry shake attack. He also giving credits to the acting style in this film, he said their acting is too real like suffering plight; audience can feel the pain and sadness even only in front of the screen. Respondent M1 also recall back several memorable scene such as drawing naked body, make love inside the car and you jump Im jump scene. The respondent F1 said that the most memorable for her is after the ship sank, when Jack and Rose in the sea, Jack is very mighty, he allowed Rose go up to the wood that only can support one person and keep remind Rose that, she need to live and cant die. He still holds Roses hand tightly, althou gh he is died. It really very touches. Respondent F1 has credited to the lighting and acting style of this scene. This is because the lighting only focuses on Jack and Rose face. So that audiences can be more focus on their face expression to more get into the storyline. Respondent F1 also recall back some memorable scene such as an old couple hugs together and lying down on bed, when Jack and Rose dance at the lower class party. Besides that, the respondent F2 said that she still remember a lot of scene in this film such as the scene that both of them hug in front of the ship, having sex in a car, Jack drew Roses naked body and Jack slowly freezing to die in the iceberg ocean. Respondent F2 said that the most memorable scene for her is when Jack hug Rose in front of the ship, because the scene very nice and romantic where fulfilled the 5 elements of mise-en-scene. Respondent F3 said that the most memorable scene for her is the scene of the conversation between Jack and Rose when the ship is sinking. Because the words that spoken by Jack is so touching, she said that she was feeling sad because they are going to apart forever. She also giving credits to the setting of this scene, because there is spectacular during the ship is sinking. For the respondent F4, the most memorable scene for her is the scene that the ship torn into two and everyone is falling from the ship. She said that it is very spectacular. Th e acting style of the main character has credited because the acting is very real although she know it is not real. All of the five respondents are giving positive comments towards the film Titanic, all of them has said the film Titanic is an successful film production. Respondent M1 said the film Titanic is a good and successful movie. Nowadays, everyone knows Titanic, and everyone have watched Titanic even children today also watch. Respondent F1 said although the film Titanic is an old movie, but it is still very nice if comparing with the present movie. She said that this film is really very touches. This film was successful because it still let people remember till now. Besides that, respondent F2 said that the film Titanic is a film that never be forgotten by the people. She thinks this film is successful because she still can slightly remember the film even she have watched it at around 9-10 years old. Its almost 12 years ago. Respondent F3 also said that this is a successful love story with romance storyline; acting style of character is good. A lot of people still remember the storyline of Titanic although it released for many years. Respondent F4 also said that the film Titanic is a classic movie that everyone has to watch once in their life time. She said that everyone knows about Titanic. Even they didnt watch before but heard they have before. This is classic, nice and successful movie. As conclusion, in the overall focus groups discussion, most of the respondent said that the film Titanic is a successful movie, a lot of the memorable scene that they still remember until today. Most of the respondent preferred acting style when viewing a film, following is the setting. And also most of the respondent agreed that the class studies ideological element has portrayed in the film Titanic. 4.3 Summary Through the content analysis of mise-en-scene in the film Titanic, we can know about how the filmmaker is putting the five mise-en-scene elements into the scene. We can have a clear and deeply idea about the application of mise-en-scene. Besides that, through the finding from the focus group, we can know that the ideological elements portrayed in the film Titanic is class studies and the acting style is preferred when audiences viewing a film.

An Analysis of Yeats’ An Irish Airman Foresees His Death Essay

An Analysis of Yeats’ An Irish Airman Foresees His Death It is an unspoken assumption that when a country goes to war the men fighting are honored and also that there is a large amount of support given to the soldiers from that particular community.   What is often over-looked is the fact that many of the men, who are partaking in battle, are in fact, boys who do not even know what they are fighting for.   Also, the community is not always supportive and helpful unless they see a personal benefit that will affect them in a positive way as an outcome of the war.   In â€Å"An Irish Airman Foresees His Death†, Yeats introduces us to a man who is fighting in the war, not knowing what he is fighting for.   Yeats also shows us, from a soldier’s view point, how a soldier feels while defending a country he does not feel any loyalty to, and how a soldier views the community he is laying his life on the line to protect. It is apparent immediately in the beginning of the poem that this airman has a very bad attitude about the way this war is going.   â€Å"I know that I shall meet my fate, Somewhere among the clouds above† (Yeats 154).   The airman is saying that he knows, or senses, the fact that he will not make it out alive of this war.   The reference made to â€Å"the clouds above† is simply reinforcing the fact that he is an airman in the war.   These first two lines really set the tone for a poem that turns out to be a very somber, depressing piece of work.   These two lines are symbolic of the airman’s attitude and take on life in general. The third and fourth lines of the poem, â€Å"Those that I fight I do not hate, Those that I guard I do not love† (Yeats 154), tell us how he feels about the soldiers he is fighting against, and also how he feels a... ... signs on life worth living in himself and sees no hope for a world where young men can sacrifice themselves for the good of their country, and in response, get virtually no response from the citizens at large. This poem was written in memory of Lady Gregory’s son, Major Robert Gregory, who died on the Italian front in January of 1918.   Its purpose is to show how damaging war can be and how unjust much of what happens during a war actually is.   It does not make sense that a soldier may not even like the people he is fighting next to, and that he may be able to relate better to the enemy than to his own troops.   Yeats, by writing this poem, made the reader conscious of the negative aspects of war. Works Cited Yeats, William Butler.   â€Å"An Irish Airman Foresees His Death.†Ã‚   Contained in, Norton Anthology of Modern Poetry, 2nd ed.   New York, New York:   1988.

It’s Supernatural, Not Extra-terrestrial Essay -- classics, shakespear

In the time that King James I ruled, there was a large fear of witches and witchcraft throughout England and Scotland. And during his reign, William Shakespeare wrote the play Macbeth, which is the renamed King’s Men sign of gratitude towards James. Macbeth is interesting because it is â€Å"based on a story from Scottish history particularly apt for a monarch who traced his line back to Banquo† (Greenblatt 815). The play also drew from James’ own fears of assassination, eventually leading to Macbeth’s own fear of Banquo and having him killed so that he would not have to worry about his possibility of becoming a traitor. James also had a fear of witchcraft being behind any attempt on his life because he â€Å"suspected the hand of the devil in any plot against an anointed king† (816). James had a strong belief in the supernatural and witchcraft and had written a book about witchcraft and believed that the reason for various things that happened in his life to be the fault of witches and lived in fear of the occult eventually bringing everything to an end. Before an exploration of the actual occult, supernatural and other spooky things that happened in Macbeth, it is best to look at the history of witchcraft in the time and how people dealt with the threat of witchcraft. In the 1840s, Wilhelm Gottlieb Soldan believed that witchcraft was actually something that was made up by monks and that it was actually a non-existent crime while German mythologist Jacob Grimm viewed witches as â€Å"wise-women persecuted by the church† (Gaskill 1070). Soldan’s view is also shared by Daniel Fischlin, who â€Å"argues that witchcraft during James's reign was a constructed political threat to be punished in order that the king's absolute monarchical a... ...es." Modern Philology 1.1 (1903): 31-47. Web. 13 Mar. 2014. Shakespeare, William, Stephen Greenblatt, Walter Cohen, Jean E. Howard, Katharine Eisaman Maus, and Andrew Gurr. "Macbeth." Introduction. The Norton Shakespeare Based on the Oxford Edition. 2nd ed. New York: W.W. Norton & Co, 2008. 815-24. Print. Shakespeare, William, Stephen Greenblatt, Walter Cohen, Jean E. Howard, Katharine Eisaman Maus, and Andrew Gurr. Macbeth. The Norton Shakespeare Based on the Oxford Edition. 2nd ed. New York: W.W. Norton & Co, 2008. 825-78. Print. Stein, Arnold. "Macbeth and Word-Magic." The Sewanee Review 59.2 (1951): 271-84. Web. 14 Mar. 2014. Yonglin, Yang. "How to Talk to the Supernatural in Shakespeare." Language in Society 20.2 (1991): 247-61. Web. 13 Mar. 2014.

Development Strategy of Luxury Company Essay

1. Introduction â€Å"As long as there is a society, there will always be fashion†. It was not surprised a fashion brands, especially a luxury fashion brands became a national treasure which effect the issues in business, political and social area in European countries. Since the Hermas established in 1837, a special development strategy model has formed and matured in European luxury group. Daniele de winter, the CEO of Daniele de Winter Cosmetics state that â€Å"the secret of successful fashion management is a complete blend of creative genius and business management acumen, skill and resourcefulness†. The develop strategy is the key issue for a successful luxury fashion company. With the development of economy and the increase of income, more and more luxury fashion companies expand their business into Asia- Pacific region, especially the Hong Kong and mainland China market. According to the annual report of Richemont, The Pinault-Printemps-Redoute (PPR), Hemes, Bulberry and other luxury fashion companies, the sale revenue of Asia- Pacific region accounts for more than 30% of the Group total revenue. The Change of Global Luxury Fashion Market. The word â€Å"luxury† origin from Latin word â€Å"luxuria†, which means an item that â€Å"is expensive and enjoyable but no essential (Waite, 2012)†. In 186 BCE, the victory of army of Gnaeus Manlius Vulso brought such overseas luxury as bronze couches, and costly cloth spreads into Rome. For some Roman historians, the triumph of Vulso marked as the beginning of luxury industry in Europe. With the development of centres, modern luxury fashion industry has become a cross-sectors industry which offers high price goods and service for target consumers. However, in the space of two decades, the modern luxury market has changed beyond recognition. The narrow range of need and demand of target consumers and the exclusive- distribution channels, represented by French Fashion, have been replaced by a mass industry, accompanied by expansion brands with an affordable price by a wider range of consumers. Since the beginning of 1990s, the luxury industry has been recognised and restructured by designers and the fashion designers become the creator of art. According to the statistics from France Economic and Social Council in 2008 (France Economic and Social Council, 2008), with the strategy of â€Å"physical shop/ store† and expansion brands benefit seven million euros. Depending on the diversion and internationalisation, the luxury industry becomes an industry with wider consumers. For example, Hemes, managed by Jean-Louis Dumas, diversities their goods and creates new products. The French luxury manufacture gets a successful on brand art by purchasing crystal brand Saint Louis and Silversmith Puiforcat. Similarly, Richemont Family, the main competitor of French brand, also control numbers of brands, such as Carites, Baume & Mercier and Van Cleef & Arpells. The second change of luxury industry is the transformation from the handmade custom to industrial standardisation. Taking LVMH as example, there are three cores of product, as wines and spirit, luggage and leather, and fashion and perfume industry. The famous brands in luxury world, like as Moet & Chandon, Loewe, Vuitton, Givenchy, Kenzo, Dior and Guerlain, standardise the products like other heavy industries. Along with the profit-seeking financial logic, the marketing and the product standardisation become the major notion with the concept of large-scale product. In the new centre, the concept of luxury industry and the demand of consumers are changing all the time. â€Å"Heritage and Prestige† is the landmark of lots of luxury brands and the enduring value of numbers of particular brands. Comparing with the old style luxury brand â€Å"which used to be a heritage brand† (Coste-Maniere, et al. , 2012), the new concept of luxury, developed by Louis Vuitton and Burberry, means accepted by more consumers. For the occasional customers, they just enjoy the â€Å"right of luxury† in physical store against with the traditional customer-exclusive. In the new era, increasing the number of customers buy the fashion product they could afford, rather than become the royal consumer due to the high price. Consequently, emphasis of consumer need and the competitive advantage means centralising the core value and expending brand boundary simultaneously. 2. 2 The Development Strategy Model of Luxury Fashion Brand The luxury fashion brand originate in European countries which have plentiful historical and cultural background. With the development of servial centres, the luxury fashion industry in European, American and Japanese have become mature and standarlisation. Under this circumstance, the strategy of luxury development in western countries centralize on the brand expansion, striving for the core products and development of brand reputation. 2. 2. 1 Brand Expansion: the Foundational Strategy Under the press of financial-seeking strategy and the changeable of luxury market, the old style luxury fashion brand faces the challenge of development in the mature market in traditional European, American and Japanese region. Under this circumstance, the expansion of brands has become the foundational strategy for a large number of luxury fashion corporates, which offer a new opportunity to stress the brand image, the most significant assets for a luxury fashion company. (Albrecht, et al. , 2013; Uggla & Lashgari, 2012; Hoffmann & Coste-Maniere, 2012)Many luxury companies breakthrough the traditional product boundary and expensed their business into new market segmentations. For instance, Louis Vuitton, beginning with luggage, invested in other creative spheres: ready-to-wear industry as well as jewellery market (LVMH, 2012), and Gucci, beginning with leather goods, developed all sets of fashion products including leather goods, shoes, ready-to-wear, watches, jewellery and other products. (PPR, 2012). Meanwhile, there are some companies expensed segments into non-traditional area. For example, the luxury jewellery manufacture Bulgari and Italian brand Versace started to offer hotel under their brand (LVMH, 2012) and Armani provide different products from books, furniture and chocolates to restaurants, bars and spas. The another Italian luxury brand, Roberro Cavalli, famous for its fashion apparel for young generation, offer wine and vodka as well as run coffee bar (The Cavalli Caffe) and club (The Cavalli Club). 2. 2. 2 Striving for the Core: The Product Strategy For a global corporate, it is common rules of development depend on the core production or service and then diversification. However, even as diversification, the excellence core production and the strongest sectors within the luxury brands continued to earn the majority of its profits from the traditional products. (Ahrendts, 2013; Beverland, 2005; Miller & Mills, 2012). For luxury consumer, they expect to acquire a honorable brands and product so that they emphase on the value of core heritage. The leather goods, the core of Gucci Group, earn 59% of its revenue in 2012 (PPR, 2012). The iconic luggage is the tradition from the time corporate was founded and become the brand image of the LVMH Group. (LVMH, 2011) The turning of Burberry from a ageing British brand to a global luxury brand is a successful product strategy transition. Before 2006, through in a burgeoning global market. Burberry faced a low growth at a rate of 2 percentage every year and two competitors – LVMH and PPR had more than 12 times and 16 times Burberry’s sale revenue. By surving the sectors among Burberry products all over the world, the results indicate the outerwear, as the core, only accourted of 20% of Burberry’s global brand business. Figure 1: the Facts and Financial Statistics of Burberry (Resource from: Burberry, Yahoo Finance) [pic] After brainstorming and formalizing from the administrative board, the New Jersey factore which is making polo shirts was closed and invested in the Casteford factory in Yorkshire which make the heritage trech coat included traditional rainwear and exclusive waterproof gabardine. Burberry also hire Christopher Bailey as the global designer for innovation of core products. The facts and financial statistic of Burberry from 2006 to 2012 in Figure 1 showed that the decision to focus on the heritage opened up a wealth of creativity. By the end of 2012, the sale revenues and operating income had doubled than previous 5 years, achieving $3 billion and $600 billion respectively. (Burberry, 2007; Burberry, 2012) 2. 2. 3 The Brand Reputation: The Brand Strategy The brand is the most valuable part of luxury goods and the motivity of luxury consumption. Once separating from the luxury brand, the goods is the ordinary one. Every successful company sees the brand as the most valuable fortune. they use the advanced marketing logic and marketing operation to motivate the development, explore approaches to express the value and connotation of brands to luxury consumers and attract the royality of customers. As a tool of art, a carrier of history, and a spirit of classic, building-up a high quiality reputation is brand strategy for luxury companies. Since founded in 1847, Cartier, as one of the most established name in the jewellay market, is the reference of ture and timeless luxury. Designing by Cartier, the product distinguishes itself by the unique skills and excellence in design and execution. Nearly in 30 years, the extensive art activities are not competitive without the support by the Foundation Crtier pour l’Art Contemporain (Richemont, 2013). With the development of brand reputation, Cartier is the synonym of modern art and a pioneering approach. Meanwhile, most of luxury brands come from the centre of Renaissance 2. 3 The Features of Chinese Luxury Market Chinese market places the second place in the world of luxury consumption, surpassing the United States since 2008. Along with Japan, China is the strongest market with the increasing demand of 20 percentages. The consulting report from Glob Advantage estimate there are 18 thousand billionaires, 440 thousand multimillionaires and increasing the number of middle class achieving 250 million in 2015 in today’s China (Degen, 2009), which have the strong purchase power and need of luxury fashion industry. Even with the influence of the financial crisis, the sale revenue of luxury fashion in the mainland China rose by 16 percent, reaching about 64 billion RMB. The market research about Chinese market laid a foundation for the development and expansion strategy of luxury brands. The shifting attitudes to luxury brands, the greater sophistication of Chinese consumers and the new geographic markets have become the main features of Chinese luxury market. The three characteristics drive the global strategy of development for luxury brands. Figure 2 According to the survey of McKinsey & Company (KPMG, 2013), with the rapidly increase of income, more and more Chinese consumers shifts the attitude to luxury and feel comfortable to purchasing luxury products. The rich consumers which income over 300,000 RMB continued occupy the majority of the luxury purchase. Meanwhile, the statistics show that, the upper middle class (between 100,000 RMB and 200,000 RMB), which account for 22% of luxury goods purchase by the end of 2015, as the Figure 2 suggested, offers the biggest new growth opportunity. 2. 3. 1 The increasing number of overseas travel In the information era, Chinese consumers have become more sophisticated than before. With the surge in the number of luxury stores, fashion magazine, the Web official site and the use of social media, Chinese consumers familiar with the luxury brands with the help of Internet, overseas travel, and the first-hand experience. For example, the research result indicated that in the last 12 months, the Hong Kong, Taiwan, Macro and Europe become the main destinations of overseas luxury purchase. Figure 3: Where did you purchase your cosmetics in the last 12 months? (Resource from: Global Reach of China Luxury of KPMG) [pic] 2. 3. 2 The increase of new market segmentation The rapidly growth of urbanisation and individual wealth emerge large quantity of geographic markets with sizable pools of luxury-goods consumptions. The luxury purchase and sale revenue of some medium and small cities, such as Qingdao in Shandong province and Wuxi in Zhejiang province, tripled than the previous 5 years. In the following years, the luxury consumption in these medium and small cities will achieve the same level with Hangzhou and Nanjing, the most developed market in mainland China, the sale of which will arrive at RMB 500 million yuan and account for 76% of whole market. 2. 3. 3 The increasing of Counterfeit goods Love for luxury, preference for counterfeit is a unique phenomenon in luxury consumption in Chinese luxury market. According to a report entitled â€Å"Transnational Organized Crime in East Asia and the Pacific† from Office on Drugs and Crime, almost 70% of global counterfeits luxury goods come from China and the value of counterfeit luxury goods imported into traditional luxury market on the order of $25 billion annually. In a confusion society , the luxury consumption of Chinese consumers become more irrationally than western consumer, which depended on the extenral need rather internal need (Zhang & Kim, 2013). For Chinese consumers, luxury brands are somethings â€Å"must to have† for them to reinforce their social status. however, the wealth gap between the rich and the poor in China is the largest all over the world, which offer the passion for consumption of luxury counterfeits. The young generation, aged 25 to 34 with limited budget for genuine luxury fashion goods, racked up nearly a quarter fo fake fanciers. 2. 4 The Passion for Luxury Consumption of Chinese consumers China is the second largest luxury market all over the world and attracting the attention of consumption of Chinese consumers. Under the influence of unique economic situation, cultural background and social factor, the behaviour of Chinese consumers in luxury fashion market have the distinctive characteristics. The bling factor influenced by economic situation, the saving face affected by the Confucianism and group orientation as the social factor drive the luxury consumption in Chinese fashion market. 2. 4. 1 The â€Å"Bling† Factor With the emerging of Internet, fashion magazines and social media, more and more Chinese consumers know the brands of luxury brands. However, the cultural concept and history of the luxury fashion brands are far away from numbers of Chinese luxury consumers. For many luxury fashion firms, there is not one typical luxury customer in China due to the different habits, different tastes and different income levels. The â€Å"bling† factor or following the whole market trend remains an important factor for the Chinese consumer in luxury fashion market. For example, according to luxury consumer report of Chinese market, almost 60 percent of the respondents in Tier 1 cities including Shenzhen, Guangzhou, Beijing, Shanghai and other Tier 2 cities, stated that the key drivers for luxury consumption is the willingness to pay a product that just is popular or fashionable goods. Exclusivity or unique is an important understanding of luxury brand for Chinese consumption. There are about one fifth of customers consider that they will pay the luxury goods that are known and appreciated by the minority rather than the famous one. In terms of China’s unique cultural background, the Chinese consumers consider luxury brand value influenced by Confucianism. In the concept of Confucian, the notion of â€Å"mianzi† is defined as a reputation â€Å"achieved through getting on in through success and ostentation†. (Hu, 1944; Dong & Lee, 2007) The traditional cultural understanding and effecting about the face saving becomes the strongest and most conspicuous passion for luxury consumption, which means concerning about the impress to other and the visual display than the level of income. The Chinese consumer in luxury world trend to pay a premium product on the luxury brand rather than essential goods in daily life, due to strong desire and pressure of maintaining face. Taking the finding of KPMG as the example, comparing with the apparel, the stronger growth of market for fashion accessories is considerable. Nearly 40% of luxury consumers enjoy the luxury experiences and â€Å"the right of luxury† in a physical store/shop over purchases of luxury items. Overall, the face saving (saving mianzi) relates to the individual image of worth and reputation within a collectivism society. As the result, Chinese consumers are often careful not to lose face by standing out from the crowed when consuming luxury goods. The general strategy Although the market has its particular features, the development of luxury fashion strategy in Chinese luxury market is followed the general rules of luxury firms in global market. As the foundation strategy, the brand extension and production diversification also provide the base of the development in Chinese luxury market. The apparel, handbag, jewellery, fashion accessories and luxury servicers are offered in mainland China, especially in Tier 1 cities like Beijing, Shanghai, and Guangzhou. Promoting the sale revenue of the core products in mainland China, as the product strategy, enhances the brand awareness in Chinese market. Expanding the influence, luxury fashion firms invest large amount of money to popularize the brand reputation as a simple of elegance and grandeur as well as the means of fashion and art. The marketing strategy: raising brand awareness. Due to the lower brand awareness and lack of knowledge of brand value, the royalty of brand in Chinese market is lower than its in traditional European market. The special situation provides a strong externally powerful tool, which means not only expand the value of the luxury brand into a regular group of consumers, but also sway them making a purchase. In recent year, luxury fashion firm invest increasing the number of budget into Chinese market not only promote the brand awareness, but also help the consumers inform a notion about †luxury goods and luxury lifestyle† and why they should purchase luxury goods and luxury services. The brand building-up develop based not only the advertising on hard paper and television, also included the display on luxury goods exhibition and the customised publications. Nowadays, more and more luxury fashion goods exhibition held in Beijing, Shanghai and other cities, which offer a good opportunity for Chinese consumers to visit the luxury goods frequently displayed in store. Meanwhile, more and more consumers visiting the exhibition are not an onlooker. The localisation strategy. The luxury fashion brand with high brand awareness contain the European and American culture and value which is living standard of high level, the product and design of high quality. Those values accepted by and attract young generation who trend to, however, it is not accepted by all Chinese consumers who have their own value. Respecting to Chinese traditional culture and integrated it into the product value is the essential of luxury fashion business in China. For example, Louis Vuitton setting Du Juan, the one of top Chinese model all over the world, and advertising as the Chinese image step one right place on direction and help western luxury fashion companies overcome the cultural barriers. This kind of strategy could build up strong attachments among Chinese consumers and help them accepted the unique characteristic of luxury fashion brands. The pricing strategy Price is one of the most significant signals in Chinese business world. For most Chinese consumers, price represented the value of luxury fashion goods. As a result, the luxury fashion products should not go on discount, no matter what the consumer is. The pricing strategy about goods, especially about core products, could bolster a brand’s prestige. For other items, companies could adjust the price according to the market condition and the inventory in order to long-term brand building. The retailing strategy A stupendous store belongs to the luxury fashion company located in the luxury area build up a sense of important and identified by the market. The luxury fashion positioning enhanced if the boutiques are visible to a lot of consumer in major fashion cities. The landmark stores opened in Chinese Tier 1 cities, such as Beijing, Hangzhou and Guangzhou, are the best locations to building the brand image and attracting the target customer groups. The commercial centres and shopping malls in luxury area are welcomed by most of fashion lovers, luxury followers and luxury intellectuals. Meanwhile, the investment on the landmark store is the best and effective way to generate profits and build-up brand royalty. In an Internet era, shopping online has become the major shopping way, especially for the young people. Although most luxury fashion companies have shied away from online channels due to the fearing that e-commerce might reduce the value of the luxury brand. However, for a long-term return and brand building, online platform provides not only a purchase channel, but also an information exchange channel between luxury fashion brand and Chinese consumers. With the developing of GDP and individual income of consumers, the global luxury fashion market and such the emerging market as China, have become the strategic focus of luxury market researcher and the consult company. This report attempts to identify development strategy of the luxury fashion brand, especially in mainland China market through the analysis of the change of global luxury fashion brand, overview of Chinese luxury market and the passion for luxury consumption. All those factors were identified depend on a comprehensive review of luxury fashion goods related researches and market consulting reports. The findings of this study provide a new insight of global and Chinese luxury fashion market for the consumers who interests the luxury fashion brand and a clear strategy guide for market managers of the luxury fashion firms, particular in the time of the company expand their business in mainland China. In addition, the study helps reduce the risks and costs of market research and helps the company overcome the huge gap in a multicultural business environment. First, the findings about the global luxury fashion market and the general development strategy in luxury fashion market all over the world indicated that the achieving the growth while remaining exclusive positioning, and attracting more consumers without losing cachet of brand value is the core strategy for every luxury corporates. The more loyal consumers may weaken due to the popular brands launched in the market because they choose pay a premium goods that majority and identified by small group. Consequently, the balance between growth and unique, the price and quality may be tougher in China than in any other market. However, customization develops quickly as the new trend of luxury fashion industry. The customizing activities have launched in different business sectors, but which is yet adopted by the luxury industry on a board. At presents, the customization just limited on the area of fashion accessories, apparel, handbags, and jewellery, and emphasising on customizing standard products, point of delivery customization and service and producing bespoke goods. Secondly, the increasing the number of consumers, overseas traveller, new market segments and the counterfeits goods have become the main features in the Chinese luxury fashion market in recent years. The features are important of stress the benefits of investment in mainland China. Based on the research findings, International marketers should setting extension strategy that is coherent with branding, merchandising and global image by serving China’s globetrotting shoppers, striking the balance between store numbers and quality and focusing anti-counterfeit goods. For Chinese globetrotting shoppers, the customer relationship management should emphasis global view rather than on mainland China. In the view of higher management board, the corporate organisational structure of the luxury fashion company should reflect the significant of Chinese market by sorting up the processes for generating direct communication between Chinese luxury consumers and the home headquarter. Based on the new market segmentation, the luxury company should upgrade current stores and outlets in order to keep consistent with the global image and emphasis on the business in Tier 1 cities. As the market statistics indicated that the luxury counterfeit goods have become the barriers for development in China, including seizing sale revenue and weakening brand value. Luxury fashion companies should co-operate with customs officials to seize fake goods at ports. Working with international national organisation or international associations should be the third path for anti-counterfeit activities. The co-operation should ranges from such international associations as World Intellectual Property to regional groups like US-focused International Anti-Counterfeits Coalition. Thirdly, the research findings about the passions for Chinese luxury fashion consumption indicated that the â€Å"bling† customers who lack of knowledge about luxury fashion goods or just following the trend account of a part of Chinese luxury consumers. Besides that, Chinese luxury consumption deeply influenced by saving faces and group orientation, which are the part of traditional Confusion value. Targeting different drivers of luxury consumption, managers should have different strategies. For the bling customers, the global luxury firms should invest in improving the brand awareness and expanding the brand value, which could offer a global opportunity to attracting potential customers and building loyalty and repeat customer groups. For the consumers who care about saving face, International luxury fashion markers should draw the outline of visual and outward appearance of rank and status when unfolding their marketing activities. Meanwhile, the companies should emphasise the brand’s country of origin, so the Chinese consumers have the confident to identified and distinguished with other mass products. In addition, the package of luxury goods also need to be recognisable in order to fit the moderate and lifestyle associated with Chinese consumers. Furthermore, in light of the results about group orientation, the management board company should stress the profit of luxury fashion goods as a symbol of social marker and the sale assistants inspire consumer purchases because of the goods could generate a sense of group belonging and conformity of the elite. Due to the group belonging, a special attention should be given to the layout of the physical store and the luxury service of sale staff. No matter who is the consumer, friends will be involved during the decision making process and become potential consumers in the future. Proving high-quality services and creating luxury experience for non-buyers also benefit for making sure that the brand accepted by group and that the consumer does not stand out from others. Finally, about the current expansion strategy in mainland China market, most of luxury fashion companies emphasis the strategy on marking, localization, pricing and retailing coherent with the global business aims. Raising brand awareness and expressing the luxury lifestyle lay the foundation of marketing strategy. In order to respect to Chinese traditional culture, luxury brands should integrate Chinese culture and art into design, package, and store layout of products, which accepted easily by Chinese consumers in different social class. Meanwhile, the research findings indicated that the price is the most important factor which influenced Chinese luxury consumption. Luxury marketers should balance the price between Chinese market and overseas. As for the retailing strategy, the luxury brand stresses the developing of boutiques store and the setting up online distribution channels. However, there are several special attention should be given to price gap between China and overseas, and the online distribution channels. On one hand, comparing with that rarely go on discount in mainland China, the luxury fashion goods is often at a discount at overseas, especially for the non-core products and in the time of Christmas or Summer Sale. On the other hand, the high rate of tax and fees raise up the price of luxury fashion goods in mainland China. According to the law and regulations in China, a luxury fashion goods, such as the eye cream of Estee Lauder native to the UK, is imported into Chinese market with 10% import tariff, 30% consumption tax, 5% sales tax and 17% value-add tax. Including the managing fees, advertising costs and other issues, the price of the eye cream is double in the UK. In the respect of the luxury company, the appreciate discount in Chinese market could promote the desire of consumption and boost the sale revenue; in the respect of tax policy makers in mainland China, reducing the rate of import tariff and consumption tax of international luxury fashion goods could Finally, luxury fashion goods, as a subject of nature, play different or scenarios, different income level, education background, and social – economic factors, as well as exam the type of relationship that seek from luxury fashion brands. On the view of passions for luxury consumption, there are many other drivers, such as collection, appreciation, should take the consideration into further research.

Couples Therapy on Interpersonal Communication Essay

I want to thank you for coming to our facility and inquiring about our couples therapy program. I am sure that both of you will learn an abundant of information from this five week session of all interpersonal communication; so that you both can build a solid foundation with in your marriage as well as your communication with your children. There are couples that may not notice but there is a lot more than just going to the movies or deciding what restaurant to eat. Communication is the foundation to any relationship weather it be intimate or friendly. With our Interpersonal Communication Program, it can guide couples newly weds or married, exactly what component is missing in order to have a stable and healthy relationship. As we have discussed, that there are five key elements to help create a stronger relationship within your marriage using our Interpersonal Communication Program. Even though self-concept, defensive and supportive messages as well as behavior, can create positive and negative communication climates to a relationship. An important factor in communication is expressing self-disclosure; it can manage the couple’s relationship and their interactions with each other. Most couples have miscommunication issues due to lack of communication. In order to help their relationship in a healthy way, couples must express themselves through emotional intelligence, verbal and non-verbal communication, attitude, behavior and perception. You both came in my office as an individual private consultation because Mrs. Simpson had contacted me regarding her concern about a neglecting issue within your marriage. As Mrs. Simpson discussed, that you Mr. Simpson work a full time job at the Burns Verkaufen der Kraftwerk power plant. That there are times that your boss, Mr. Burns would ask you to do special projects that involved having to work long hours and that the family barely see you come home. I am sure that this is a lot of stress for your wife Marge as she is currently a house wife, and has been planning to tell you that she want to pursue a career on the side. I understand that this could lead to some pressure to you Homer that you would have to configure each other’s schedule and this might be a problem with your current position with the power plant. This issue concerns both of your emotional intelligence when it comes to decision-making. Both of you need to know how to use your emotions properly in the relationship so you both do not upset each other. I want to share this article with both of you; it is about how couples can control each other’s emotions. â€Å"Emotional Intelligence in Couples Therapy: Advances from Neurobiology and the Science of Intimate Relationships. † Author Blume illustrates how couples control each other’s emotions through the brain with the use of Pragmatic Experiential Therapy for Couples (PET-C). I know that you are concerned Mr. Simpson, and I can assure you that this would not effect your behavior at work. Therefore, there is no need to worry. I can suggest that you both try this experiment, as it is optional in the program. The article states that, â€Å"Couples as extremely active at an emotional level, each partner shifting in and out of seven different emotional states that create confusion as they alter reality. † (Blume, 2006) I certainly believe that this will be a good starting point in finding out about how you both can control your emotions for each other using PET-C. You asked what PET-C is, â€Å"Pragmatic-Experiential Therapy for Couple starts with the pragmatic; it is assumed that partners can learn about relationship habits that predict success, and they are taught skills to help them reproduce those habits with each other. † (Blume, 2006) Yes, this is something new we have obtained in the facility and it would be best if you both try it. Homer, you asked how could PET-C help you both with your emotional intelligence. With the PET-C it determines what type of relationship you both may have, your habits and how both of you can predict success. Both of you are taught skills that can enhance the performance in your relationship. It only makes sense that you both and any other couples act upon communication using emotions for each other. Study shows that the emotional brain is the one that controls how the couples should feel for each other. Although the PET-C assessment may help you both determine your relationship in the emotional level. It is not dependable in the end and that you both need to understand how to control your emotions by communication about the problems. As much as it is important to control the emotional brain, couples also need to recognize how words have the power to create and affect attitudes, behavior, and perception. I assume that you both rarely communicate because of the schedule conflict you both have at home. Surely your kids also see this and are curious is to why their father is barely home and why there is not that much family time as there was before. It is important to know the basic principles of human communication before you start to build a relationship with others. In the pamphlet, that I have given you it gives you an insight of what human communication is, how we use it everyday and other people’s perception with our attitude and behaviors. Incase your wondering where I am coming from, â€Å"Communication as a process by which we share ideas or information with other people. Characteristics of voice communicate messages, and we communicate, as well, with eyes, facial expressions, hand gestures, body position, and movement. † (Sole, 2011) Marge, surely you have expressed this many times with your children and your children are aware of their behavior because they know that you will discipline them. One of the most obvious benefits of human communication is that it allows people to share thoughts, feelings, experiences, and views of the world. † (Sole, 2011) You are curious is to why are the basic principles of human communication important? Simple, communication will guide us to how we can build a relationship with other people. Knowing the basics can help determine how well we connect with other people. With communication, it allows people to share their insights of themselves and learn about the other person. With the learning the basics of human communication, it will guide those who are not used to communicating with others. Their words will affect their character by attitude, behavior, and their perception. Marge, as you do gardening outside the lawn try waving to your neighbors when you see them this is a sample of basic communication. You are not actually having a conversation with them, but just a simple â€Å"wave† your actions tells that person that you are showing positive communication by waving. Homer, you try it too. You said you wear a chemical proof suit when you are working with nuclear chemicals, how do you communication with your co-workers, using hand gestures and sign language? However, you display your communication without actually having a conversation but simple hand gestures is also basic communication. Having knowledge of the basics is just first hand into communication; understanding how perceptions, emotions, and non-verbal expressions affect interpersonal relationships is an important factor in a couple’s relationship. It is important that you both can sense each other’s moves, almost as if it is a mutual understanding. The perceptions on how one may react to something that is non-verbal can affect your relationship not only to each other but to your children as well, if you do not carefully communicate with each other. Let us just shy away from the topic of you two for a second and let us talk about your children. â€Å"Nonverbal communication is defined as communication of message without words, which means that it encompasses a wide range of vocal and visual signs of behaviors. (Sole, 2011) Non-verbal communication is important to all ages, but especially so when interacting with your children. Take Maggie, your youngest daughter for example. A toddler or an infant may not have well-developed verbal skills as yet; nevertheless, they do listen to your tone of voice and watch your facial expressions and body language as you talk to them. Soon Maggie will recognize and read your feelings through nonverbal communication. This is the essential first step of communication that she learns from you both as parents being around her. It goes the same way for Bart and Lisa, although they are no longer in their young stage it is more work to understand that they are reaching their teenage phase. â€Å"People vary in their ability to send and receive nonverbal communication, and difficulty in understanding or interpreting nonverbal messages can be a serious handicap in interpersonal communication. † (Sole, 2011) You both wonder why it is important to use nonverbal communication thoroughly. Nonverbal communication is as simple as using gestures with hands as I mentioned before by greeting your neighbors or communicating with co-workers. It is important that you both understand nonverbal communication to avoid conflict. Some may have difficulty expressing them, like Maggie so they use nonverbal communication. It is important that you both analyze your nonverbal communication so that the other person does not get the wrong perception and it could affect interpersonal behavior in couples as well as your children. Besides nonverbal communication, you both need to recognize how self-concept, defensive and supportive messages, and behaviors create a positive and negative communication climates. Before we can truly change our relationships, we must first look deeply at ourselves, what beliefs we cling to, what decisions we may have made long ago that may be at the root of our relationship problem or that are preventing us from experiencing our full range of emotion. Self-concept is how one would present themselves to others; it could be a positive or a negative effect. Self-concept can be defined as an appraisal of your own attributes and competencies. † (Sole, 2011) Marge, as females our culture vulnerability is associated with femininity, in refusing to ever appear vulnerable, you had given up many pleasures of being a woman. Every person, to have balanced relationships, must be able to sometimes be vulnerable and sometimes be strong. â€Å"Throughout life, you have an infinite number of opportunities to express yourself and to interact with people. These people may express opinions about your behavior by smiling or frowning at you or by making verbal judgments about your behavior or appearance. † (Sole, 2011) Self-concept is important for a couple’s relationship. Who says a man cannot be vulnerable or sensitive? Who says a man cannot cry? Who says a career woman with a family cannot also be fun loving and carefree? A sensitive man can be strong. A woman can be sexy and feminine and stay in control. When couples communicate, they learn about each other through self-concept. Self-concept is how you may present yourself to each other, who or they are and your attributes. While you both get to know each other, in the beginning you get to know each other through self-concept. Your behaviors can send defensive and supportive messages towards each other, which can result to positive and negative communication climates. Which brings to if both of you are too self involve, it could generate a negative message of being selfish. Alternatively, can be a pet peeve if Homer for example dislikes your personality Marge. The importance of self-concept is how both of you attract each other and what qualities you both bring to the table. The fears that caused us to limit our full range of feelings might have been useful in the past, but may well be obsolete and wreaking havoc in our important relationships. In this program, each couple learns about others self-concept, however, to avoid a rocky relationship couples must share some self-disclosure. They also need to evaluate appropriate levels of self-disclosure in relationships. This is why I advise you both to continue with the five-week program here in our facility. This program is not only for newly wed couples, it is also designed to help distress married couples repair their relationship to where it was. I know that it may not be the honeymoon stage but surely, with this program can help you bring each other back to what it used to be and that is recognizing the quality of communication. â€Å"Quality communication is defined somewhat differently from study to study, but research consistently has shown a link between happy marriages and â€Å"self-disclosure,† or sharing your private feelings, fears, doubts, and perceptions with your partner. (Schoenberg, 2011) In the brochure that I have provided, we have a ten-minute session with the couples. We took in consideration of the article, which is also in the pamphlet called, â€Å"Can we talk? Researcher talks about the communication in happy marriages. † The author discuss that even having ten minutes a day to talk can bring a couple closer together and could build on their marriage. In the ten-minute session, we have the couples set up to have at least ten minutes of conversation. It does not have to be difficult or subjective just something simple as to â€Å"How is your day? On the other hand, in your case talk about the progress Maggie has made, how successful Lisa had advance to Jazz Band, and maybe even how Bart did not have to see Principal Skinner today. Regardless of any type couple self-disclosure and affective affirmation is important to avoid separation or possibly divorce. Ten minutes a day is ideal for couples to communicate than no communication at all. Concisely, should couples need to help understand how to have a strong relationship, they would need to learn about themselves before they seek other people. You both need to understand that there is more to just being in a relationship or being married with each other and that communication is the benefactor to a healthy relationship. Five key elements that we have talked about will help build a strong foundation for both of you using the Interpersonal Communication Program. In order to help the relationship in a healthy way, both of you must express each other through emotional intelligence verbal and nonverbal communication, attitude, behavior, and perception. Even though self-concept, defensive, supportive messages, and behaviors create positive and negative communication climates to a relationship. Interpersonal communication could bring you both closer together especially by expressing self-disclosure, it can improve both of your relationship and your interactions with each other. It is understandable that any couples go through a rocky phase, and our Interpersonal Communication Program can be a change of effect on how couples like you Mr. and Mrs. Simpson understand each other and avoid conflict that can ruin a relationship and in your case your marriage. Successful communication is a not a synonym for agreement. Your ability to exchange your thoughts and feelings clearly with your spouse does not imply your agreement. There may be stress from a job outside the house and from household task. Successful communication helps each person release stress, and supports each partner by acknowledging both parties’ contributions to the newly formed nuclear family. An obvious example is Homer, working hard to support the family and you Marge taking care of the children. You both need to communicate clearly about each other’s jobs and responsibilities, so there will not be any confusion or negligence. Effective communication is an excellent tool for new and experienced parents to use, share their feelings, and to express their appreciation to each other. I am looking forward and hope to see you both in the future, and to fully complete the program. I anticipate that this will help you decide together if this is the next step to rebuild your relationship and your family. Should you have any questions, please feel free to contact me.