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Written by Michelle Munro (chelle-at-cyberbeach-dot-net), December , 1

The novice at advertising frequently gives the public credit for too much intelligence.

Eric Clark

Manipulation Defined

One of the most widely held criticisms of advertising is that it manipulates the consumer. Those responsible for the advertisements often fiercely defend this statement mainly because the word manipulation carries with it a connotation of negativity, and corruptness. To remove these characteristics an accurate definition for the purpose of this report follows. Manipulation is defined in Websters dictionary as to influence especially with the intent to deceive. To influence is defined as the act or power of producing an effect without apparent force or direct authority. And to deceive is to cause one to believe an untruth. The combination of the above three definitions yields the following

Manipulation To have the power of producing an effect without force or direct authority especially with the intent to cause one to believe something that is untrue.

Keeping the proceeding definition in mind, the balance of this report will focus on the use of manipulation, in an innocent and non-corrupt way, in advertising.

Every day we are bombarded by information, our senses flooded with stimuli. The most prominent and abundant of these stimuli are advertisements. The question then becomes, how do these advertisements attract and hold our attention? The modern marketer needs to break through the clutter and will use any means possible to do so. Manipulation of the subjects senses, thoughts, behaviours, or attitudes i Frustration with change process, pleasure accompanies struggle. s a common tactic. And despite the marketers claim that the increased volume of stimuli society is exposed equates to an obstacle, it is suggested here that this bombardment is the marketers most valuable asset.

Before linking manipulation to advertising in modern times, it is necessary to explore some of the history of advertising, including its criticisms and its dark side.

Advertising may be described as the science of arresting human intelligence long enough to get money from it.

Stephen Butler Leacock

Advertising and Behavioural Science

In modern times advertising has been the target of heavy criticism, typically by scholars or other members of academia. (Olson, 15) The two main criticisms of advertising have been

Advertising creates artificial needs in consumers

Advertising is manipulative

Solomon, et.al., 1

Although Solomon considers these two issues separately, the first can be seen as a form of the second. For example, if an advertisement succeeds in convincing the public they are in need of a certain product, then in essence they have succeeded in producing an effect which has caused one to believe something which is untrue, the definition of manipulation.

Taken to the extreme, the idea of artificial need creation, and thus manipulation, exists in all product advertising outside of the basic essential human needs for survival, namely, food, water and shelter. A statement made by a teenager such as, I need the new Nirvana CD., is indicative of the pervasiveness of the marketers success with manipulation.

In addition to the intentional use of manipulation in advertising, the art of advertisement has also been widely criticized for the various unintended negative consequences of advertising. These include encouragement of materialism, providing incomplete information, careful deceptions and the reinforcement of social stereotypes. Exhibit 1 provides a complete list of these unintended consequences. (Olson)

Olson also points out that although the criticisms upheld by the scholars may be valid, they are not the opinions of the general public. His study, however, was based solely upon the medias portrayal of advertising in the first half of this century. Given the spread of cynicism in relation to advertising it is unlikely the same findings would hold true today. It is also noted that Olsons study was based on articles published in the popular media. The same media that survive on revenue created by advertisements, it would not be in their best interest to begin publishing articles which are overly critical of their main source of revenue.

The rash of criticisms directed towards advertising has sparked a wave of defense from the marketers themselves. For example Charles Sandage states

Advertising is criticized on the grounds that it can manipulate consumers to follow the will of the advertiser. The weight of evidence denies this ability. Instead, evidence supports the position that advertising, to be successful, must understand or anticipate basic human needs and wants and interpret available goods and services in terms of their want-satisfying abilities. This is the very opposite of manipulation.

University of Texas, Advertising Quotes

Sandages statement brings out an important point, in terms of their want-satisfying abilities. The problem with this portion of Sandages claim is that the marketer attempts to pass off these consumer wants as consumer needs, which are entirely artificial. It is indicative of Olsons unintentional consequence number one, increasing the prevalence of materialism in society by spurring unneeded purchases and creating new needs.

The natural progression from this realization is to address the question of how. How did marketers gain this power to create needs and manipulate consumers? The answer to this question lies in the heart of behavioural science.

In the early 100s a new school of psychology emerged, behaviourism. Founded by John B. Watson (1878-158) behaviourism is a theoretical orientation which is based upon the idea that psychology should only study behaviour which is observable. Watson took an extreme view in the nature/nurture controversy. He did not believe that ones family or genetics could determine ones life course. His contention was that we are each born an empty slate and are thus formed by our experiences. His most famous analogy was printed in his book Behaviourism in 14

Give me a dozen healthy infants, well-formed, and my own special world to bring them up on and Ill guarantee to take any one at random and train him to become any type of specialist I might select - doctor, lawyer, artist, merchant-chief, and yes, even beggar-man and theif, regardless of his talents, penchants, tendencies, abilities, vocations and race of his ancestors.

Watson, 14

Watson was also at the forefront of the discovery of classical conditioning. His theory was based upon the idea that for each stimuli presented in the environment there will be a response elicited from the organism. (Weiten)

The idea of conditioning was originally described by Ivan Pavlov in 10. Pavlov described a process by which one stimulus acquired the capacity to summon a response previously summoned by another stimulus. His famous experiment involved conditioning dogs to salivate at the sound of a bell. Pavlov began by establishing meat powder as the unconditioned stimuli (UCS), and pairing it with the sound of the bell, the conditioned stimuli (CS). Overtime the salivation, once an unconditioned response (UCR), became a conditioned response (CR), as shown. (Weiten)

CS

Bell

UCS

Meat Powder

UCR-CR

Salivation

In a widely criticized experiment, Watson applied the same principle to an infant. In the Little Albert experiment Watson paired a white rat (CS) with a loud gong (UCS) to elicit fear (CR) in the child. Little Albert then generalized his fear to all things white and came to fear Watsons hair and Santa Claus. (Weiten)

After being asked to leave the Johns Hopkins University in 10, Watson began a new career at J. Walter Thompson Company, the worlds largest advertising agency at the time. It was here that Watson began to implement his ideal of psychology, prediction and control. (Kreshel, 10)

Watsons methods meshed perfectly with the goals of business at the time. The economic equation designed by the business community was lacking in the distribution process, namely the human element. Advertising became the means to engineer demand and the science of behaviourism was the perfect route. Modern day marketing was born. At the heart of Watsons efforts was the use of emotions to elicit behaviour in the consumer. (Kreshel)

Since Watsons entrance into advertising the use of psychology in marketing has become standard. All advertising agencies employ at least one psychologist on staff and most engage in research, as described below.

At one of the largest advertising agencies in America psychologists on the staff are probing sample humans in an attempt to find how to identify, and beam messages to, people of high anxiety, body consciousness, hostility, passiveness and so on.

Packard, 157

Several other more ethical studies have been published recently. In 14 Batra and Stephens reviewed the research and conducted a study regarding the use of mood and emotional elicitation in advertising. They found that moods and emotions tend to influence attitudes, specifically attitudes towards brands, more when the product is of low personal relevance. They suggest that the implications of the study indicate that strong emotional and mood arousals are more important in shaping attitudes when the recipient is less motivationally involved. However, they immediately qualify this by stating that it never hurts to use emotional stimulation in advertising, regardless of the degree of motivation involved. The most disturbing aspect of this study is the acceptance of the use of emotions in advertising. The researchers acknowledge the fact that emotion and mood arousals in advertising exist and that they do in fact change behaviour, but find no moral or ethical problems with this.

In 16 Bagozzi published a study on the role of arousal related to the halo effect. The halo effect is an advertising term referring to the influence of a persons attitudes, with respect to a particular action, on the beliefs of the perceived consequences of that action. In essence, when a halo effect is activated a person will apply a general belief to specific attitudes regarding behaviour. The aim of Bagozzis study was to determine whether or not these halo effects could be created and manipulated (he uses the word influenced). He finds that the halo effect can be created and that it can be manipulated through emotional arousal. It would seem logical that once it has been acknowledged that the marketer is capable of changing ones belief system through emotional arousal and attitude change, the next step would be to discourage the abuse of such power. Instead Bagozzi suggests that emotional arousal is only one way of accomplishing this form of manipulation, and that further research should be conducted to find additional ways to influence attitude-based decisions.

Research stemming from Watsons introduction of science to advertising has continued, despite questionable ethics. Some would argue that we know all we need to about changing the attitudes and behaviours of consumers. Regardless of whether research continues or not, a new era has dawned upon advertising, one that will eliminate the need for further research into consumer behaviour.

Advertising is a modern substitute for argument; its function is to make the worse appear better.

George Santayana

Clutter The Marketers Dream

In his book Data Smog, Shenk draws our attention to the increased amount of stimuli we encounter on a daily basis. He points out that in 171 the average American was exposed to at least 560 advertisements per day and twenty years later that number topped ,000. It is estimated that the average high school graduate will have watched over ,000 hours of television. Historically, marketers have seen this barrage of stimuli as an obstacle to overcome. The method they utilize to break through this clutter is bigger, brighter, louder a concept Shenk terms the two-by-four effect. (Shenk, 18)

Advertising clutter has been recognized recently for the diminished returns it yields in magazines. Mainstream magazines are required to balance the needs of their consumers with their needs for advertising revenue and demands of the advertisers. Clutter arises from the advertisers need for additional space for advertisements. It turns out that increased advertising clutter reduces circulation, thus diminishing advertising revenues in a vicious circle. (Ha and Litman, 17)

The above study was limited to magazines only, others propose that the increased amount of advertising is beneficial to the advertisers quest for manipulation. Schwartz describes the new communication environment where information and stimuli are not only more abundant, but also travel at much faster velocity than in the past. As a result of these changes interactions between people and stimuli take place very quickly. He states

Most important, this characteristic of the new environment eliminates the time between receiving information and responding to it. People do not think out decisions.

Schwartz, 17

Shenk elaborates on this lack of time interval and the effect it has on the subject and its implications for marketers. He claims that clutter is an ideal situation for the marketer and terms it the marketers dream.

In order to understand the notion of clutter as the marketers dream Shenk explores the historic dispute between Descartes and Spinoza. The debate between these two great philosophers was over how people perceive, and specifically at which point in perception does one accept a claim or stimuli as fact. Descartes argued that we first understand a notion, and then we make a decision to either accept the claim or to reject it. On the other hand, Spinoza proposed that we tentatively accept the notion, consider it and then decide if we will accept or reject it. Rigorous testing by psychologists has shown that the argument proposed by Spinoza is in fact the way we perceive, which is ideal for the marketer. Shenk goes on to propose that under information overload, a state which virtually all humans are forced into, we rarely take the time to go back and evaluate the notion that we have tentatively accepted. Dan Gilbert, a professor at the University of Texas states

Its very well known that people are much more susceptible to persuasive appeals when theyre distracted. If Im an advertiser, I want you to be on information load in as many circumstances as possible.

From Shenk, 18

As Shenk emphasizes, the ramifications of this realization are huge. Essentially, this means that society is even more vulnerable than before to the suggestions of commercials. Coupled with insights provided by behavioural scientists, this combination is extremely detrimental to the consumers well being.

Advertising is found in societies which have passed the point of satisfying basic animal needs.

Marion Harper Jr.

The Future An Ethical Approach

To summarize, marketers use advertising in an attempt to convince the public they need products and services that are non-essential to survival. They accomplish this task by exploiting the research of behavioural psychologists and are aided in their task by the abundance of stimuli in our environments, which limits our capacity to interpret their claims. These practices are common place and given that the knowledge is out there it is now impossible to take it away from those who abuse it. However, the uses of these tactics are not always unethical.

Petty and Cacioppo published an article in 16 that points towards the use of such manipulative tactics for the greater good of society. For example, the creation and influence of the halo effect and the arousal of emotions and moods can be used to change consumer attitudes regarding drinking and driving, and other disturbing societal trends. Not only can advertising aid in efforts to change these behaviours, but also it should be their ethical obligation to do so. Hirschman (11) points out that there is a clear link between consumer choices and social problems. The fact that 10 million Americans are alcoholics and 80 million smoke cigarettes are examples of behaviours resulting from consumption patterns gone wrong. (Petty and Cacioppo, 16) Although it is unfair to place all of the blame on advertising, it can be said that advertisements were the catalyst and thus should be partially responsible for rectifying the situation.

In the future the possibility of a regulations regarding the use of facts obtained through behavioural science should be investigated. This is especially important given our increased vulnerability with information overload. Manipulation in advertising will never disappear. However, a more ethical approach should be implemented in the use of manipulation. Ideally, regulations would limit behavioural science to applications in the improvement of society, and avoid the unintended negative consequences that have been recognized.

Works Cited

Bagozzi, Richard. The Role of Arousal in the Creation and Control of the Halo Effect in Attitude Models. Psychology and Marketing. Vol. 1(), May, 16.

Batra, Rajeev and Debra Stephens. Attitudinal Effects of Ad-Evoked Moods and Emotions The Moderating Role of Motivation. Psychology and Marketing. Vol. 11(), May/June, 14.

Ha, Louisa and Barry R. Litman. Does Advertising Clutter Have Diminishing and Negative Returns? Journal of Advertising. Volume XXVI, Number 1, Spring 17.

Kreshel, Peggy J. John B. Watson at J. Walter Thomson The Legitimation of Science in Advertising. Journal of Advertising. Volume 1, Number , 10.

Merriam-Webster. Websters New Complete Dictionary. New York Smithmark Publishers, 15.

Olson, Erik L. How Magazine Articles Portrayed Advertising from 100 to 140 Journal of Advertising. Volume XXIV, Number , Fall 15.

Packard, Vance. The Hidden Persuaders. New York David McKay Company, Inc., 157.

Petty, Richard E., and John T. Cacioppo. Addressing Disturbing and Disturbed Consumer Behaviour Is It Necessary to Change the Way We Conduct Behavioral Science? The Journal of Marketing Research. Vol. XXXIII, February, 16.

Schwartz, Tony. The Responsive Chord. New York Anchor Books, 17.

Shenk, David. Data Smog Surviving the information glut. New York HarperCollins Books, 18.

Solomon, Michael, Judith Zaichkowsky and Rosemary Polegato. Consumer Behaviour Canadian Edition. Scarborough Prentice Hall, 1.

Weiten, Wayne. Psychology Themes and Variations. Toronto Brooks/Cole Publishing Company, 17.

Exhibit 1

The Unintended Negative Consequences of Advertising

Adapted from Olson, 15

Criticism 1 Advertising increases the prevalence of materialism in society by

Creating new needs of desires.

Spurring unneeded purchases.

Increasing the propensity of people to judge themselves and others by their possessions.

Stressing conformity with others as an important consumer goal.

Encouraging a throwaway society.

Criticism Advertising encourages irrational behaviour by

Encouraging instant gratification.

Increasing shortsightedness.

Reducing perceptions of responsibility for the long-term consequences.

Criticism Advertising idealizes the good life by

Promoting products as the painless way to solve difficult problems.

Creating unrealistic feelings of confidence and power.

Showing a standard of living unobtainable by most consumers.

Criticism 4 Advertising promotes the good of the individual over the good of society by appealing to individual greed and selfishness rather than

Community ethic.

Cooperation among individuals.

Criticism 5 Advertisings incomplete information, half truths and careful deceptions create general cynicism manifested by

Distrust of authority.

Disbelief in cultural wisdom and norms.

Criticism 6 Advertising reinforces social stereotypes by

Portraying minorities an women in traditional roles and occupations.

Linking certain people with products, such as women with household cleaners and senior citizens with medical supplies.

Creating unrealistic ideal characterizations by using modes who are more physically attractive than typical product users.

Criticism 7 Advertising trivializes community and spiritual symbols and values by

Secularizing and commercializing religious and community traditions.

Reducing respect for family.

Criticism 8 Advertising uses bad taste and questionable morals that can cause emotional and physical disturbances by

Using fear appeals that prey on feelings of inadequacy.

Using an appeal based on sexual themes.

Embarrassing the ad viewer by promotion of sensitive products such as feminine hygiene products.

Promoting the heavy use of products that are potentially harmful to the health of the user, such as alcohol and tobacco.

Using appeals that take advantage of the immaturity of children.

/ Persuasion, Manipulation, Advertising, Propaganda /

Only the vigilant can maintain their liberties, and only those who are constantly and intelligently on the spot can hope to govern themselves effectively by democratic procedures . A society, most of whose members spend a great deal of their time not on the spot, not here and now in the calculable future, but somewhere else, in the irrelevant other worlds of sport and soap opera, of mythology and metaphysical fantasy , will find it hard to resist the encroachments of those who would manipulate and control it.

Aldous Huxley was on the spot in the foreword of his revised 146 edition of Brave New World - which, perhaps more than any other work of 0th century fiction, predicted the psychological climate of our wired age.

From the page Breaking the Trance on the Adbusters site.

I have not been able to find this passage

in the forward of Brave New World,

and I do not know its true provenance -- ed.

All propaganda must be so popular and on such an intellectual level, that even the most stupid of those towards whom it is directed will understand it. Therefore, the intellectual level of the propaganda must be lower the larger the number of people who are to be influenced by it.

Adolf Hitler, Mein Kampf

from Chapter VI War Propaganda

• The Product is You -- a 0-Second Uncommercial by The Media Foundation

from Adbusters

• ...in a military State or a feudal State or what we would nowadays call a totalitarian State, it doesnt much matter what people think because youve got a bludgeon over their head and you can control what they do. But when the State loses the bludgeon, when you cant control people by force and when the voice of the people can be heard, you have this problem. It may make people so curious and so arrogant that they dont have the humility to submit to a civil rule and therefore you have to control what people think. And the standard way to do this is to resort to what in more honest days used to be called propaganda. Manufacture of consent. Creation of necessary illusions. Various ways of either marginalizing the general public or reducing them to apathy in some fashion.

Noam Chomsky quoted on the site of ANTHONY DOUGHERTY

• The Decline of the Democratic Ideal by Noam Chomsky

article in Z Magazine , May 10 (Article is primarily about US involvement in Central American politics.)

One fundamental goal of any well-conceived indoctrination program is to direct attention elsewhere, away from effective power, its roots, and the disguises it assumes.

-- cf. The Hitchhikers Guide to the Galaxy , by Douglas Adams , page 41 -- ...the greatest excitement of all seemed to be to meet a man with an orange sash around his neck. (An orange sash was what the President of the Galaxy traditionally wore.) It might not even have made much difference to them if theyd known how much power the President of the Galaxy actually wielded; none at all. Only six people in the Galaxy knew that the job of the Galactic President was not to wield power but to attract attention away from it.

-- One might suspect that this is the function of celebrities other than the President of the Galaxy, as well --

• Propaganda Analysis Home Page

 Gallery of propaganda film clips

 Introduction The Institute for Propaganda Analysis

The IPA is best-known for identifying the seven basic propaganda devices

Name-Calling, Glittering Generality, Transfer, Testimonial, Plain Folks, Card Stacking, and Band Wagon.

 Table of Contents / Site map

 How Newt Gingrich Uses These Techniques

...Newt Gingrichs political action committee ( GOPAC) mailed a pamphlet entitled Language, A Key Mechanism of Control to Republicans across the country. The booklet offered rhetorical advice to Republican candidates who wanted to speak like Newt. It was awarded a Doublespeak Award by the National Conference of Teachers of English in 10. The booklet contained two lists of words. GOP candidates were instructed to use one set of positive, governing words, (glittering generalities) when speaking about themselves. A second set of negative words (name-calling words) were to be used against their opponents.

-- or here -- Scrutinizing Propaganda By J. E. Hill

• Huey Long [a populist Louisiana governor and senator in the early 10s] once said that when fascism comes to this country, its going to be wrapped in an American flag.

It cant happen here -- can it?

The Prosperous Few and the Restless Many (Interviews with Noam Chomsky)

Copyright � 14 by David Barsamian

.

-- cf. Friendly Fascism The New Face of Power in America

by Bertram Myron Gross

• Word Tricks & Propaganda by Edward S. Herman

Good intro, but Herman seems to take his own biases as the norm

• Lifton, Robert entry

• Mind Control (Thought Reform, brainwashing) and Brainwashing entries at watchman.org

• Thought Reform and the Psychology of Totalism A Study of Brainwashing in China

by Robert Jay Lifton

• (Non-Rational) Persuasion entry in the Notebooks of Cosma Shalizi

• Media Madness by Wendy Priesnitz

...its becoming increasingly difficult to separate the news makers from the news gatherers. Most of North America's newspapers, magazines, and radio and TV stations are owned by the same transnational corporations about which they report.

• Toxic Sludge Is Good for You! Lies, Damn Lies and the Public Relations Industry

by John C. Stauber, Sheldon Rampton

blurb

• The Center for Media & Democracy

• PR Watch

• The Hidden Face Behind Advertising

By CHRIS McLEAN

• Theyre Rich, Theyre Powerful and Theyre Running Scared

. . .

• Whats Wrong With Ronald McDonald ? -- targeted at the younger set

-- DONT BE TRICKED BY THE CLOWN!

Whats wrong With McDonalds? pamphlet from the famous McLibel suit.

There have been several different versions of this publication.

The original -- which points out that the criticism is directed at McDonalds as the most representative example of a group, rather than uniquely.

EVERYTHING MUST GO

WHATs wrong with McDonalds is also wrong with all the junk-food chains like Wimpy, Kentucky Fried Chicken, Wendy , etc. All of them hide their ruthless exploitation of resources, animals and people behind a facade of colourful gimmicks and family fun. The food itself is much the same everywhere - only the packaging is different. The rise of these firms means less choice, not more. They are one of the worst examples of industries motivated only by profit, and geared to continual expansion.

This materialist mentality is affecting all areas of our lives, with giant conglomerates dominating the marketplace, allowing little or no room for people to create genuine choices. But alternatives do exist, and many are gathering support every day from eople rejecting big business in favour of small-scale self-organisation and co-operation.

The point is not to change McDonalds into some sort of vegetarian organisation, but to change the whole system itself. Anything less would still be a rip-off.

The latest (Im not sure as of when - ed. -- 1 May 1) shorter, snappier version.

Bad News for Fast Food What's wrong with McDonald's? by Joel Kovel, from Z Magazine SEP 7.

McFact rebuttal from McDonalds. (N.B., this is reproduced on a McSpotlight site and I havent made any effort to independently verify it.)

Some of McDonalds own pages on these issues

 FAQ

 Food -- nutrition and ingredients

(by all means, check out the cholesterol, fat and sodium contents on these for yourself so youll be able to incorporate them into a balanced diet if you so desire)

 Mc Donalds and the Environment / Earth Effort

 15 Actions You Can Take To Help The Environment ...from the National Wildlife Federation

Thats actions you, personally, can take. Not McDonalds. You.

 McDonalds Commitment to Quality Being the Best ...Includes a Commitment to Animal Welfare

-- read for yourself --

McLibel Burger Culture on Trial by John Vidal, Ralph Nader (Introduction)

UPDATE APR 00

After falling sales and the first loss in the companys history , McDonalds plans to offer healthier choices

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Our staff of freelance writers includes over 120 experts proficient in What is the edo period, therefore you can rest assured that your assignment will be handled by only top rated specialists. Order your What is the edo period paper at affordable prices ! A period in Japanese art history from 1600 to 1868 was called the Edo period. Edo is the original name for Tokyo (http//www.artlex.com/ArtLex/e/edo.html). This period began when the warlord Tokugawa Ieyasu took control of Japan in 1600 and succeeded in bringing peace and stability to Japan, both economically and politically. He then established his shogunate capital and started shaping the country to his will. As people became more and more wealthy under its regime, they began to take control of cultural activities. There were strict laws in Edo that kept close tabs on who could own and wear what. Among the wealthy, there was lots of competition with regards to luxury and as a result produced extraordinary art. This extravagance was referred to as the Ukiyo ("The floating world") (http//www.monks.demon.co.uk/hocus.htm). Japanese art of this period was called the Ukiyo-e, and included painted screens, samurai swords, ceramics, theater costume, Buddhist sculptures, woodcuts, and much more (http//www.monks.demon.co.uk/hocus.htm).

In the early years of the Edo period, however, the full impact of Tokugawa policies had not yet been felt, and some of Japans finest works of architecture and painting were produced Katsura Palace in Kyoto and the paintings of Sotatsu were two renown arts of the time . Katsura, built in imitation of Prince Genjis palace, contains a cluster of shoin buildings that combine elements of classic Japanese architecture with innovative additions (http//www.oir.ucf.edu/wm/paint/tl/japan/edo.html). The whole complex is surrounded by a beautiful garden with paths for walking. Sotatsu evolved a superb decorative style by re-creating themes from classical literature, using vividly colored figures and motifs from the natural world with gold-leaf backgrounds. One of his finest works is a pair of screens, The Waves at Matsushima, which is located at the Freer Gallery in Washington, D.C.

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Our staff of freelance writers includes over 120 experts proficient in Rise of the West, therefore you can rest assured that your assignment will be handled by only top rated specialists. Order your Rise of the West paper at affordable prices ! The rise of the west is a topic that is heavily debatable. Some people believe in a Eurocentrism. This belief is not simply that it views history from a European point of view, but that it is one of many ethnocentric views of the world. Eurocentrism also emphasizes the superiority of Western culture. It makes Europe out to be the shaper of the rest of the world. Others such as Robert Marks believe the way that I do. It is that certain circumstances lead to the progression of a society, not that their culture is superior to the others. If certain things are needed and resources are available an answer to a problem can be made. Some cultures just reach the problem faster, have resources to solve it, and that leads to them advancing ahead of everyone else technologically.

Before Europe had reached its level of power there was no true center of control. Back in the fourteenth century, the Old World was connected by eight interlinking trade zones within three great subsystems. The East Asia subsystem linked China and the Spice Islands in Southeast Asia to India. Then there was the Middle East-Mongolian subsystem that linked the Eurasian continent from the Eastern Mediterranean to Central Asia and India. There was also the European subsystem that linked Europe to the Middle East and the Indian Ocean.

The remarkable thing about the trade system is that it worked without a central controlling or dominating force. Force was not used to keep goods flowing throughout the system, this is because all involved could see the importance of trade. Rulers in various parts of the trade system offered protection to traders, caravans, or ships. So the world in the fourteen century was polycentric. There were several regional systems, each with its own densely populated and wealthy core, surrounded by a margin that provided agricultural and industrial raw material to the core, and most of which were loosely connected to one another through trade networks. The world remained quite polycentric until around the eighteen hundreds, when Europeans put into place the elements to colonize most of the globe, in the process creating a global system with a highly developed core.

China in the early fourteen hundreds wanted to prove that it was the wealthiest, most powerful civilization in the world. They constructed a fleet of ships ranging from trade ships to battleships. This fleet was sent into the Indian Ocean and surrounding areas to trade with the local rulers. By fourteen thirty-five, it appeared that a powerful Chinese presence in the waters of the Indian Ocean was secure, placing much of the ocean-going trade in the world under Chinese eyes, if no control. Surprisingly Chinese seaborne power declined so rapidly and completely that by fifteen hundred there were no Chinese warships in the Indian Ocean or in the waters off China's shores. China thought that the Mongols to the north should be what they should be thinking about.

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The wealth of Asia was then traded for raw materials from the less-developed parts of the world. For four centuries, the commercial and industrial prowess of China and India, both made possible by productive agricultures, enabled Asians to dominate the world economy and to attract both attention and resources of those elsewhere in the world who wished to gain access to the riches of Asia. Asia remonetized its economy using silver. The place of silver in Asian economics thus set into motion several other world-changing processes.

The discovery of huge deposits of silver in the New World brought great wealth to Spain. This silver however would lead to the dominance of Europe. Spain's rulers attempted to bring all of Europe under their dominion. Although France stood in the way of this plan. Even with the silver flowing into Spain the wars were to costly and the Spanish crown declared bankruptcy. This brought about the development of the competive system of sovereign nation-states. The fighting back and forth of these states led to technological advancements in warfare, because the states had to keep up with war technology so they were not conquered.

The silver flowed out of Spain and into the hands of the Dutch arms merchants and English and Italian financiers, who then used there new found wealth to finance trade missions to China and the Indian Ocean. The Spanish lacked direct access to Asia. Until they seized Manila in the Philippines, established a colony there, and sent ships loaded with silver from Acapulco to Manila.

Three-quarters of the New World silver wound up in China. The reason is that China had a huge demand for silver, both to serve as the basis of its monetary system and to facilitate economic growth. Because China valued silver, it was expensive there and very cheap in the Americas. Silver thus flowed for the New World, both through Europe and across the Pacific to the Philippines, all to China. In essence the silver went around the world and made the world go round.

The New World economy was fueled by the establishment and growth of the plantation system using imported African slaves for labor. The use of slavery brought about trade triangles in the Atlantic. The first linked England to Africa and the New World. Commodities, such as sugar, from the Americas went to England. Then finished goods were taken to Africa where they were exchanged for slaves and the slaves were taken to the Americas. The second triangle went in the other direction. England's North American colonies sent rum to Africa in exchange for slaves. The slaves were taken to the Caribbean and then molasses went to New England to produce more rum. In all these transactions, Europeans and North American colonists made money and accumulated wealth. This economy benefited the Europeans and allowed them to compete more effectively in the world economy.

Much of England was deforested to meet the needs of the growing city of London for fuel for heating and cooking. The pressure that was applied on the land resources lead to a new source of fuel. Veins of coal were close enough to London to create a demand for coal and the beginnings of a coal industry. Surface deposits were depleted and they had to go down deeper. As they went down thought they encountered ground water seeping into and flooding the mine shafts. To remedy this problem a steam driven piston to pull the water out. This lead to steam engines being developed for other purposes.

The textile industry vastly increased their output by using steam engine. This resulted in a hundredfold increase in thread output over a worker on a manual spinning wheel. With this increase mechanization of looms, which increased cloth production. Without coal and steam the British cotton textiles alone could not have transformed the economy. To feed these textile mills Britain was importing hundred of thousands of pounds of raw cotton from the New World. The industrialization to the textile industry made it possible for the British to sell their product cheaper than India and China could. They kind of under bid them in price because they could make the products faster and cheaper.

The tipping of the scales against China would not have been possible had Britain not began to industrialize and to apply the fruits of industry to its military. Industrialization was contingent upon Britain having a particular type of periphery in the New World. Britain also had good fortune to be sitting on coal deposits after it had deforested most of the island to heat London.

The resulting transformations changed the dynamics of economics. This resulted in a boom and bust of the business cycle, growing competition among European states for colonies, which would give their economies guaranteed markets and sources of raw materials. All of the factors that lead to the dominate west are because of time and place. If not for certain events taking place the world would be different today.

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If you order your research paper from our custom writing service you will receive a perfectly written assignment on Beautiful People. What we need from you is to provide us with your detailed paper instructions for our experienced writers to follow all of your specific writing requirements. Specify your order details, state the exact number of pages required and our custom writing professionals will deliver the best quality Beautiful People paper right on time.

Our staff of freelance writers includes over 120 experts proficient in Beautiful People, therefore you can rest assured that your assignment will be handled by only top rated specialists. Order your Beautiful People paper at affordable prices ! "I love you Heather, don't leave," were the most touching words I have ever heard come out of a four-year olds mouth.

During my freshmen year in high school my friends and I were at our usual hang out, the mall, one Saturday afternoon. As I was standing in line at the food court, I noticed a young mentally retarded child standing with her parents a few lines over. Many things ran through my mind when noticing this beautiful child. She had no idea she was different. I bet she was just happy to be there like a normal person at the food court. Where everyone else was complaining about the prices and the long lines, she stood there smiling just happy to be there, happy that her parents thought she was finally ready for a trip to the mall.

I could feel the stares from people in all directions, looking at this child. Questions and thoughts were still running through my mind. Don't people understand that even though she is different, she's the same? Don't people see that person, the person underneath the handicap? That beautiful, innocent shining soul that's dying to know what she did wrong to earn all those stares is what made me realized I wanted to become involved and make a difference in someone's life.

My Youth Group was going on a service project call NJSP (New Jersey Service Project) at St. Joes Seminary in Plainsborough NJ. This was my to get involved. There were several different projects we got to choose from. Among them were going to different soup kitchens, Habitat for Humanity, and an ARC Camp. There was no hesitation in my mind on which project I wanted to do. Of course I want to go to the ARC camp. I set a goal for myself, which was to go there and make a difference in someone's life. My goal was achieved.

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My group was there for a total of days. When we first got to the camp we were assigned to be with a camp counselor and their group of children. There was this one little boy named Stephen who came right up to me and gave me a hug. It made me feel so good about myself. For the rest of the time being there Stephen and I played board games, did arts and crafts, played basketball and ate lunch together. Each day when I arrived to the camp I saw his eyes fill with joy. At the end of my third day he knew I had to go and was probably never going to see me again. He handed me a fake rose gave me a hug and said, "I love you Heather, don't leave" That's when a tear came rolling down my face. I had made such a great impact on this little boy's life in just three days of playing with him. Ever since this experience I have always been into doing other service projects, soup kitchens, 0-hour famines etc with my Youth Group. It not only makes me feel good about myself but it makes other people feel good too.

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Art Commission

Statement

Today's working environment is filled with diverse individuals who are demanded to work together to achieve a single goal. Promoting this unity is dependent on the surroundings, which often include inspirational posters. These posters stress a safe and productive working atmosphere. They are rarely able to touch on the personal level of an employee's life. The painting we choose to place in our work place is Dance by Henri Emile Matisse, created in 110. We preferred to use a painting that did not emphasize on religion, but on unity through the form of the body. There are many reasons why we choose this painting, the fact that the figures are dancing together, which reflexes an impression of unity.

Working Environment

There are too many corporations in the worlds that prefer a formal workplace environment. Some employers have attempted to create a rigid and controlling atmosphere for employees. There are corporations that do not allow employees to place any personal items in their cubicle or office areas. The opinion has been that this can be the best way to manage a successful business. These types of procedures can make employees feel like they work in a cage. The need to make their individual work area unique and distinctive is important to the morale of all employees. When employers do not consider the morale of employees, this approach can become very detrimental to a workplace.

Even though the workplace can be stressful at times, co-workers also have the ability to make each other feel comfortable and a very necessary part of the staff. When employees are at ease working together they tend to trust each other and help each other. This perception of camaraderie can have a positive impact on the ability to share ideas and evaluate new options. Working in this type of a contended atmosphere can be very productive and enjoyable.

Art Commission

The Painting

As a commission in 110 by Russian collector Serge Schukin, "Dance" is one of two pieces called "Dance and Music" that tower the walls in their massive size of The Hermitage in St. Petersburg, Russia. The painting itself is a symbol of unity, which we are hoping can help illustrate a group of people working together. The colors themselves work together to form unity with blue symbolizing Heaven, green to show earth and red to portray man. Through dance the figures show expression, yet the bodies are not specifically defined by detail. The inspiring way that Matisse shows expression without detail, expresses to all who stand in its shadows that we can let our emotions flow and that ideas are welcome.

Our intentions were that this painting could help to create a relaxing workplace environment and to create unity, because holding hands connects the figures in the painting, this can show a sense of partnership in the workplace. Holding hands can also exhibit an awareness of being connected to a similar purpose. These figures can also illustrate a group that is compatible, yet organized. Matisse drew the skin color of the figures the same, this can create a mood of equality amongst co-workers. The painting also displays a feeling of serenity and cooperation of employees to patrons and clients.

The Artist

Inspired by the great French painter, C�zanne and Gauguin, Henri Emile Matisse began his work later in his life unlike those before him. Stricken with appendicitis he quit his already built law career and started painting. The work we see in "Dance" is a style of art taken from years of re-inventing old styles and changing them into his satisfaction. In a web site called

Art Commission 4

All about Matisse, they tell us that as sophisticated as he was he still emphasized the importance of instinct and intuition. Matisse's use of bright colors and his passion for life are greatly respected today. In his piece "dance" those qualities are exhibited not only visually but emotionally.

Intent

The intentions of our commission are to enhance the environment and create unity to those who enter as guests in this building and to those who work here and deserve to be motivated and inspired. The painting is to be displayed in its original size in the lobby of this office, showing its creativity as it was intended and to pass along that creativity and emotion to those who view it. The compatibility of this figure creates unity and equality in art, and would be placed in an area for those who enter to be reminded of their job and for those who leave so that they will take that equality as an inspiration for the world beyond the doors.

Art Commission 5

Reference Page

All about Henri Matisse-Biography. Retrieved 10/10/0 from http//matisse.hypermart.net/biography.html

The State Hermitage Museum Virtual Tour. 70 The Matisse Room. Retrieved 10/1/0 from

http//www.hermitagemuseum.org/html_En/08/hm88_0__70_1.html

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Form IV � MacBeth

ACT I

Scene I

All the super natural happenings in act one revolve around the three witches. From the very first line they speak of their power to control the elements. In the first two questions the witches imply they're able to determine the weather for their next meeting. The prophecy is mentioned in the answer of the previous question.

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First witch "Where the place?"

Second witch "Upon the heath"

Third witch "There to meet Macbeth"

They know already that they are going to meet Macbeth upon the heath after the battle and before sunset. Their sinister intentions are conveyed in the closing two lines of the scene. Their favourite element is the filthy air/fog a sign of confusion. They use their paradoxical slogan; "Fair is foul and foul is fair" is a neat summary of their morals and provides something of a commentary on the play as a whole. This lack of moral values is soon to be embraced by two more characters in the play. (Macbeth & Lady Macbeth)

Scene II

The reason behind this scene is to give information about Macbeth as a warrior. To that end the emphasis is on blood and gore, i.e. the bloody soldier comes on stage to tell Duncan that his cousin Macbeth has beaten McDonwalds army. Macbeth is portrayed as being as brave as he is blood-thirsty. His enjoyment of his slaughtering of includes ripping the chief of his enemies, from the stomach upwards was beyond the call of duty. Crucially he is made Thane of Cawdor. Macbeth is a furious; it is his nature. It is ironic because he has no problem killing enemies but will find it very nerve racking killing his cousin Duncan, epitomising the struggle he has with loyalty.

Scene III

This scene starts with three witches on a heath talking to each other and thinking of what treachery they could get up to. Then Banquo and MacBeth enter and the first witch hails Macbeth as the Thane of Glamis, which he is, then the second witch hails him as the Thane of Cawdor whom he has just been made (though he does not yet know it) after the battle. Then most surprisingly to MacBeth the third witch hails him as the King of Scotland. However just to make things even more confusing the witches say that Banquo will have sons who will be kings. MacBeth says to Banquo "Your sons will be kings' ( This was a carefully designed sop by Shakespeare as his play would have been staged for King James I, a direct descendent of Banquo) and Banquo replies You shall be king. This shows two things, how confused they are and how much rivalry there will be between them because if Banquos sons become kings then how can MacBeths sons become king? Then Ross and Angus enter and tell them that the Thane of Cawdor has been sentenced to death because of his part in the recent rebellion. This leaves the position open for MacBeth, which would put him one step removed from kingship. Then we see MacBeth talking aside to himself in a soliloquy and we see his first thoughts of killing Duncan.

IMPORTANT

The witches telling MacBeth that he would become Thane of Cawdor and king of Scotland.

Scene IV

This scene opens with Duncan asking Malcolm whether the execution of the Thane of Cawdor had been done yet. Malcolm heard word back that it was but didnt actually see the body. He was being executed because of treason and had admitted to his treasons before being executed. When Macbeth enters, he acts in a very loyal manner toward Duncan, telling him that his duties lie with him and the state. Banquo, Duncan and Macbeth then talk together about all the loyalty and friendship that they have for one another.

Duncan then declares Malcolm Prince of Cumberland (and thus heir to the throne). Duncan sees Malcolm as a noble person and he feels that he deserved to become Prince. Macbeth feels bitter and makes out that he has to either let this stand in his way or go one better and become something better than Malcolm.

IMPORTANT Duncan naming Malcolm Prince of Cumberland

Scene V Inverness Castle

The scene opens with Lady Macbeth reading the letter Macbeth has sent her telling of the encounter with the witches. "This have I thought good to deliver thee, my dearest partner of greatness." Lady Macbeth fears that Macbeth won't seize the opportunity sent his way "I do fear thy nature / It is too full o' th' milk of human kindness / To catch the nearest way." She appreciates his need of encouragement "This thou must do". Just then a messenger arrives and tells of Macbeth's approach closely followed by the king himself.

Having ordered the attendant to make ready Lady Macbeth delivers one of the great speeches of the play. It is in the form of a soliloquy during which she implores the gods to "unsex me here" and render her cruel and mischievous so she might engage well with the murderous designs before herself and her husband.

Macbeth enters, confirms what the servant had said regarding the king's arrival that night and his intention to leave the next day. Lady Macbeth assures him the sun shall never rise again while Duncan lives (i.e. they're going to kill him that very night). She hints at their crime by saying the king "must be provided for" but cautions Macbeth to carry on as before, as if nothing is wrong, saying "Leave the rest to me."

IMPORTANT Lady Macbeth's malicious nature and determination to see her husband King of Scotland using whatever means - the fouler the better - as are necessary.

Scene VI Inverness, outside Macbeth's castle

Duncan opens the scene somewhat ironically in complementing the castle for its fresh air, it being good for one's health and Banquo agrees describing the air there as "delicate'. Even more ironically Duncan thanks and apologises to Lady Macbeth when she appears for the trouble to which he has put her in arriving at such short notice. She assures him he is to think nothing of it. Duncan then wonders on Macbeth's whereabouts and praises him for an excellent horseman and insists "we do love him highly / And shall continue our graces towards him".

IMPORTANT Duncan's feelings towards Macbeth, Lady Macbeth and Inverness are ironic

given all that they do to him there.

Scene VII

This scene opens with a soliloquy by Macbeth. He is talking about the king and debating whether killing him is the right way to go about getting to power. He knows that if this is not done, his wife will resent him for it. He is worried that if he were to do something as bad as kill someone, some day would it back-fire. He goes on to say that he is meant to be loyal; he is Duncan's kinsman. Macbeth says that Duncan is a good king and shouldn't be deceived the way he and his wife intend.

His wife, telling him that Duncan is rather drunk, interrupts Macbeth. Macbeth then tells his wife that they cannot go through with this murder. He remembers how Duncan has favoured him lately and feels that it would be a betrayal of Duncan's trust. Lady Macbeth gets rather angry and tells him that he must do it. He must stay loyal to his wife. She tries to tell him that he has promised to do this for her and he is betraying her. She sets his loyalty to her, his wife above that to the king.

Macbeth is worrying that something will go wrong and they will get caught but she replies that nothing will go wrong unless he messes up. The scene closes with Lady Macbeth saying that they will mourn his death and make themselves look sad about the whole thing. Macbeth then says that he will do it but he isnt very happy about it.

IMPORTANT

The way that Macbeth doesnt want to murder Duncan but the wife is forcing him by calling him a coward and telling him that if he were loyal to her he would do it.

ACT II

Scene I

Banquo and his son Fleance are walking around outside the castle where they run into Macbeth. Banquo is slightly worried why Macbeth is up at such a late hour. Banquo brings up the dream he had about the three witches last night. Macbeth also admits that they were on his mind lately but is conscious not to talk too much about the witches and what they fore-claimed as Macbeth is going to kill the king. Banquo says his goodnights and goes to bed. Macbeth then thinks about the murder with doubtfulness but decides to go ahead with it. He plucks up the courage and goes to Duncan's chamber having heard the signal (i.e. a ringing bell) from his wife that all is clear. The guards were unable to stop him as Lady Macbeth had put a strange pill in their drinks. Macbeth takes out his dagger and murders the king.

IMPORTANT

Macbeth Is this a dagger which I see before me? (Macbeth takes his dagger out and looks

at it knowing he may well kill Duncan with it.)

Macbeth I go, and it is done the bell invites me.

Hear it not, Duncan, for it is a knell

That summons thee to heaven, or to hell.

(Macbeth says his last words to Duncan who is still asleep)

Scene II

Lady Macbeth is inside the castle and she hears a scream. She jumps as she thinks it is the king screaming but really it's an owl perched on a branch outside. During this scene Macbeth is killing Duncan. Lady Macbeth walks past the drunken guards (she slipped wine into their milk.) Macbeth is startled as he bumps into his wife. Macbeth tells his wife the deed is done. Lady Macbeth is worried that Malcolm and Donalbain have arisen because of the scream but is reassured when laughter comes from their chamber. Macbeth is suffering the after-affects of murdering the king, as he could not say "amen' when passing the chamber of somebody at prayer and that is said to be a token of demonic possession. Lady Macbeth tries to reassure him that everything will work out. They decide to carry on as normal.

IMPORTANT "My hands are of your colour; but I shame

To wear a heart so white. [Knocking within.] I hear a

knocking."

"A little water will clear us of this deed." (i.e. wash her hands)

Here Lady Macbeth says that even though her husband did the dirty work she is still a part of this scandalous crime. She says she would be ashamed to have such an innocent, naive heart. This shows how ruthless and deviant a character she is in contrast to her husband. She also betrays her superficiality in thinking that water could absolve her of the crime of murder. The water can remove the blood only and not the guilt.

Scene III

This scene's inclusion in the play can be defended on theatrical grounds, since there has to be a scene between Macbeth's exit and Macduff's entry. The last few lines of Act , Scene make it clear that Macbeth must change his clothes and wash his hands. The old idea that the scene was inserted by Shakespeare to provide comic relief is no longer taken seriously. For one thing, it would be difficult to see Shakespeare would have introduced a light-hearted episode merely to dissipate the tension he had steadily built up in the previous nine scenes.

The images and themes of the Porter's speeches are part of a pattern extending through much of the play. His talk of hell and the devil, for example, appears singularly appropriate against the ground of the evil forces at work in the castle, and particularly in the light of Lady Macbeth's self-dedication to evil. The porter's references to the equivocator's treason reminds us of Cawdor's betrayal of his country, and are in turn echoed Macbeth's equivocal answer to Lennox and Macduff on his next appearance.

There is much significance in the brevity of his replies and comments to Macduff and Lennox. The discovery of Duncan murder comes as a relief to Macbeth.

Scene IV Inverness, out side Macbeth's castle

The old man and Ross are discussing the strange sequence of events over the last week. The old man tells of the owl that killed the hawk and uses this story as proof that indeed everything has been turned upside down. Ross confirms the old man's suspicions regarding the king's horses which � normally so well behaved � had eaten each other! Lady Macbeth's plan seems to have worked as Macduff comes in and tells Ross in answer to his question that it was the king's servants who had been responsible for the king's death "Those who Macbeth hath slain". He also confirms that Donalbain and Malcolm have fled and that the finger of suspicion points to them for having incited the servants to such a bloody act. The scene ends with news that Macbeth is to be enthroned as the new King of Scotland at Scone.

IMPORTANT The supernatural indicating foul play in relation to Duncan's death and word of

Macbeth's coronation.

Act III

Scene I

In this scene we see Macbeth and Lady Macbeth plan to murder Banquo and Fleance. In order for the murder to be successful, Macbeth goes about hiring two assassins to execute Banquo and his son.

As the scene goes on Macbeth is speaking with Banquo about the witches' prophesies as they begin to manifest themselves. Banquo is wondering if he is truly going to father a king. If Macbeth's prophesies have started to come true, then Banquo questions why his should not. Lady Macbeth enters and they stop discussing it. Macbeth is to host a supper, a celebration banquet, that night, and invites Banquo before he leaves. However if Macbeth's plan is successful Banquo will be murdered before he comes to the celebration.

We learn that Macbeth feels threatened by Banquo,

"There is none but he whose being I do fear"

because if what the witches say is true, then Macbeth will not have children who will succeed him to the throne, but Banquo will instead. This is ironic as in the end it is not Banquo's being, but his ghost that frightens Macbeth and foreshadows his downfall.

The murderers enter, and he has set them up to believe that Banquo has done wrong against them. As king, they are loyal to him, therefore they are willing to get rid of Banquo. Macbeth instructs them to kill Banquo and his son Fleance. He tells them it is not to be done within close proximity to the castle, and should be a neat job. At the end of the scene Macbeth says,

"It is concluded, Banquo thy soul's light,

If it find heaven, must find it out tonight."

Scene II

The scene starts as Lady Macbeth is talking to the servant. The servant leaves and Lady Macbeth thinks to herself that even though they have accomplished what they set out to do, she feels she has sacrificed everything and gained nothing in return. Even this cold and cruel creature (Lady Macbeth) has no peace of mind because what they have done and what might happen.

Macbeth enters and his wife is surprised at his form. She hasn't seen his treacherous side before. Macbeth is worried that Banquo is on to them. Macbeth tells his wife to be particularly nice and kind to Banquo so he won't suspect anything. He tells her to show off her beauty to Banquo as well. Macbeth then implores the murderers to make sure this murderous deed is followed through correctly. Lady Macbeth is for once frightened with the way her husband's personality has changed.

IMPORTANT

Lady Macbeth "Where our desire is got without content

"Tis safer to be that which we destroy

Than by destruction dwell in doubtful joy."

Lady Macbeth is trying to say that those who they destroy are more secure than they are as if they kill Banquo and Fleance they have to live lives of fear, suspicion and apprehension.

Macbeth "We have scorched the snake, not killed it

She'll close and be herself, whilst our poor malice

Remains in danger of her former tooth."

Macbeth is saying that the threats to their security and welfare have only been partially dealt with. And that they will re-assert themselves, and prove as dangerous as they were before. He is basically in a "no win' situation and they can only hope for the best.

Scene III

The murderers that Macbeth has hired are waiting in a park near a road leading to the palace. Another murderer joins the first and second, saying that Macbeth had sent him. The first murderer is suspicious of him, but he is assured by his accomplice that they can trust the new arrival. They suddenly hear horses, those of Banquo and Fleance. The murderers know that they will dismount their horses and walk to the palace from the gate. Banquo carries a torch, he sees the murderers and they set on him and Fleance. But, in the confusion, the light is put out and Fleance escapes. Banquo's last wish is that Fleance avenges his murder.

"0, treachery! Fly, good Fleance, fly, fly, fly

Thou mayst revenge. 0 slave!"

The fact that Fleance survives, adds more interest to the witches' prophecy that Banquo's children will be kings. And, although Macbeth has gotten rid of another liability, Fleance's escape helps place doubt over the length of Macbeth's reign as king.

Scene IV

This scene begins with a banquet held by Lady Macbeth and Macbeth. Macbeth welcomes his guests and he also speaks to the murderer about the death of Banquo.

Macbeth "But Banquo's safe?"

Murderer "Ay, my good Lord, safe in a ditch he bides,

With twenty trenched gashes on his head"

The banquet is about to begin when Macbeth notices that there is no place at the table for him because Banquo's ghost has just appeared and has taken his place. (Only Macbeth can see the ghost).The ghost terrifies Macbeth and he refuses to be seated as he claims that the table's full. His guests, who are confused at Macbeth's strange behaviour, insist that there is a space for him at the table.

Lennox "Here is a space reserved Sir."

At this stage Lady Macbeth begins to cover for Macbeth, as she is determined that the banquet will be a success. She excuses him claiming that he is sick. As the others rise to leave thinking Macbeth ill Lady Macbeth insists they stay

"Sit worthy friends, my lord is often thus,

And hath been from his youth."

The ghost soon leaves the room and the banquet continues. Macbeth relaxes again and the ghost's appearance is forgotten until Macbeth proposes a toast to Banquo.

Macbeth "I drink to th'generosity o'th' I whole table,

And to our dear friend Banquo, whom we miss."

The ghost appears to Macbeth again and to his guests he seems to become "crazy' again, talking to nothing.

Macbeth "Avaunt and quit my sight, let the earth hide thee "

This alarms Lady Macbeth and she once again tries to pull Macbeth back into line. The ghost leaves the room and Macbeth relaxes "I am a man again, Pray you sit still."

Macbeth's behaviour has embarrassed Lady Macbeth too much and she calls off the banquet, excusing Macbeth by saying his "illness' has grown worse.

"I pray you speak not, he grows worse and worse,

Question enrages him, at once, good night

Stand not upon the order of your going, but go at once."

IMPORTANT Banquo has been murdered after Macbeth ordered men to kill him and Macbeth

and Lady Macbeth are hosting a banquet for the Lords. The ghost of Banquo appears to Macbeth but nobody else.

Scene V

The three witches come and meet Hecate, the queen of the witches. She is angry because the witches have engaged with Macbeth without her being a part of it. She sees Macbeth as someone who does not deserve their help.

"Hath been but a wayward son,

Spiteful and wrathful..

Loves for his own ends not you."

Macbeth will want to find out more of his fate so that he can know what to expect. He will not accept his fate if it does not tell him what he wants to hear.

"He shall spurn fate, scorn death and bear

His hopes "bove wisdom, grace and fear."

Hecate believes she can undo Macbeth and says she will meet the witches the next morning. Hecate wants to make Macbeth the victim of her evil and she promises this

"Upon the corner of the moon

There hangs a vaporous drop profound -

Ill catch it ere come to ground."

Scene VI

The scene opens with Lennox talking to a fellow Lord. He discusses the happenings of events so far. He admits that he finds the behaviour of Macbeth very odd

"Only I say things have been strangely borne."

He goes on to analyse Macbeth's false reactions to the murders of both Duncan and Banquo. We now see that Lennox can see through Macbeth's lies. Already this scene shows signs of being an updating scene in that it is reviewing what has already happened, but it is also showing that Lennox is aware of Macbeth's doings and no longer trusts him.

Lennox then goes on to ask the lord where Macduff is hiding, the lord then tells him that both Macduff and Malcolm are taking refuge in the English court. The lord also expresses his concern with Macbeth's behaviour in the quote that with help

"We may again give to our tables meat,

sleep to our nights."

The lord also mentions the fact of war, and the two lords talk about their wishes for English aid as their messengers will take too long and Scotland will suffer under Macbeth. Towards the end Lennox gives his opinion on the situation in Scotland.

"Suffering country under a hand accursed."

The scene is a tool for two main things

• Bringing the audience up to date

• Introducing the idea of war against Macbeth

ACT IV

Scene I

This scene opens in a cave with the three witches making a potion with many mythical and tropical ingredients. The very famous words

"Double double toil and trouble,

fire burn and cauldron bubble"

are used in this scene. As the scene progresses, Macbeth arrives and asks what they are doing.

The witches call upon three apparitions. The first apparition tells Macbeth that Macduff must be avoided. The second apparition tells Macbeth that no man born of woman shall harm him, while the third apparition tells that Macbeth shall only be vanquished when the Great Birnam Wood moves to Dunsinane which also seems impossible.

Macbeth seems to be dreaming after the apparitions which gives us a sense of drama in the play and how it haunts Macbeth. Macbeth is told by Lennox that Macduff has fled to England which gives Macbeth the idea to kill anyone who has anything to do with Macduff to hopefully keep him back or have him race to Scotland for vengeance.

The most important part in this scene is to give you the three omens about Macbeth's death. It will make the audience or readers a sense of anticipation as to how everything will go wrong for Macbeth and will give them a sharper eye so they can see the clues lead up to Macbeth's fate.

Scene II

In the last scene Macduff fled Scotland. This disgusted Macbeth so much that in this scene he takes the innocent lives of Macduff's son and wife. This scene also deals with how Lady Macduff is feeling after her husband has fled. Ross patiently attempts to explain to her that under Macbeth's rule, Macduff's life was dominated by fear, violence and uncertainty.

Lady Macduff thinks her husband was cowardly. "All is fear and nothing is love" Lady Macduff had a warm relationship with her son. Though she did feel that his observations concerning his father were too accurate for someone so young. "If he were dead you'd weep for him" LadyMacduff said.

When Macbeth has her killed, her final words are defiant, clearly protective and loving her husband. She also reflects on how the world, in general, and Scotland in particular have become evil.

"I have done no harm.

But I remember now I am in this earthly world,

where to do harm is often laudable,

to do good sometime accounted as dangerous folly"

The main point this scene makes is to show the audience how monstrous Macbeth is as he causally carried out the murder of two innocent individuals. Maybe in this scene, we see Macbeth's true character?

Scene III

In England Malcolm, Duncan's son, entertains Macduff. Malcolm analyses Macduff's behaviour for he fears that Macduff may be on Macbeth's side. Macduff stresses that he is "not treacherous". Macduff's intentions for visiting Malcolm were based on the well-being of Scotland. He attempts to encourage Malcolm to return to Scotland so he may claim the throne from Macbeth. "Oh Scotland, Scotland" he declares. He is truly patriotic who would die for his country. In this scene, we encounter the doctor who gives up hopeless news on the outcome of the King. He has scrofula tuberculosis of the lymphatic glands.

Ross, a nobleman, companion and cousin of Macduff's, appears bearing shocking news. "Your wife and babes savagely slaughtered". Previously Macduff asks Ross about his family's well-being but Ross cannot conjure up the courage to break Macduff's heart. He finally reveals the reality. Macduff sits in shock; "All my pretty ones" he mutters in disbelief.

Malcom encourages Macduff to convert this remorse into anger to defeat Macbeth. Malcolm, Ross and Macduff return to Scotland with ambitions of executing their pathetic King Macbeth.

Therefore, this scene is filled with anger and hatred at what Macbeth has done. The most important issue in this scene is that we see how everyone feels about Macbeth and what they intend to do to him.

ACT V

Scene I

In this scene the doctor of physic and a lady watch Lady Macbeth as she does lots of things in her sleep, although she acts as though she is awake. When she is asleep part of her ritual is to wash her hands as if she were washing away the blood of Duncan. She does this every night.

Lady Macbeth talks of all the blood the old man has in him as she says

"what need we fear who knows it,

when none can call our power to account?

yet who would have thought the old man had such blood in him"

Lady Macbeth feels as though she has lost herself, she feels as though she is going insane. All this is a reaction to the terrible crime she and Macbeth committed. Ironically it is she who is worst effected by the crime.

The doctor realises that he and the lady have heard too much and he tells the lady to leave. Lady Macbeth does feel a lot of guilt because of the crime they have committed even if it only comes out in her sleep. This is obvious because she reveals in her sleep

"Here's the smell of blood still

All the perfumes in Arabia will not sweeten this little hand."

The doctor sees there is something wrong with her but he also says he can not do anything for her. Yet he has seen cases like this before. Lady Macbeth goes on as if she were talking to Macbeth. She even mentions Banquo.

The most significant things in this scene are the quotes by Lady Macbeth. She basically tells the doctor and woman what she and Macbeth killed the king Duncan. She actually confessed to all in her sleep.

Scene II

Menteith, Caithness, Angus and Lennox are discussing the coming battle against Macbeth. They also discuss Macbeth and from what they say you can see they are dead set against him.

"Now does he feel his secret murders sticking on his hands"

and

"Those he commands move only in command, nothing in love"

are two important quotes showing that he is losing control and that even his most faithful subjects have turned against him and are foretelling his down fall.

Scene III

This scene opens with MacBeth saying that the witches had told him that he would be safe in his castle until Birnam Wood came to Dunsinane which he reasonably thought could never happen. Just then a servant came in and told him that ten thousand English troops were seen marching towards the castle. Then Seyton enters the scene and confirms the sighting. MacBeth turns all brave and says that he will fight until the flesh is hacked from his bones. He sends out men on horses to see what the picture is. He then talks to the doctor about Lady MacBeth and the doctor tells him that she is troubled by thoughts that keep her from sleep. He tells him to cure it and moves on. The scene ends with MacBeth saying that he will not fear death and bane till Birnam come to Dunsinane which he thinks will never happen.

IMPORTANT

MacBeth thinking that he is completely safe because a wood cannot march to a castle.

Scene IV

Menteith, Caithness, Angus and Lennox have met up with Malcolm, Siward, Macduff, and Ross. They have come to Birnam Wood and have sent their soldiers to it. They are confident that they will defeat Macbeth who stays at Dunsinane waiting for their attack.

Scene V

This is the scene where Macbeth finds out that Birnam wood is coming towards the castle. He prepares for battle as Macduff and his men approach the castle and it seems that everything the witches told him has come true.

IMPORTANT When Macbeth is told "Fear not, till Birnam wood do come to Dunsinane" and

"Now a wood comes to Dunsinane. Arm, arm, and out!"

Scene VI

Malcolm urges the army to throw down their boughs and branches of trees and storm the castle. Siward, Macduff and himself then exit to take up their various positions and duties for the battle to follow.

Scene VII

In this scene Macbeth is alone. He describes himself as a bear as he says

"They have tied me to a steak I can not fly,

But hear like I must fight the course.

Whats he that was not born of woman?

Such a one I am to fear or none."

In this scene young Siward appears. He obviously has heard of Macbeth because he asks Macbeth his name and when Macbeth answers he says the devil himself could not use such a horrible name, in his opinion. Macbeth trys to make out he is fearless and that the threats made by young Siward are nothing to him. Macduff enters and explains that he wants to fight Macbeth because he feels the ghosts of his wife and children still haunt him.

Malcolm is also involved in this scene he describes Macbeth as his foe. As Macduff is seeking out Macbeth the surrender of Macbeth's castle is reported by Siward. It was an easy victory because Macbeth's people were deserting him. Despite knowing he has been beaten he still hangs on hoping the witches final prophecy may come true. In this scene young Siward has been killed by Macbeth and this increased Macbeth's confidence greatly.

The most important things that take place in this scene is the death of the young Siward. He was trying to get rid of the rumours that he is afraid of Macbeth and gets killed in the process. Macduff is out to get revenge from Macbeth for the death of his wife and children.

Scene VIII Another part of the battlefield

At last Macbeth's past catches up with him. He has been dismayed to see Birnam Wood move up the hill to Dusinane castle (one of the things the witches foretold he thought could never happen) but has rested sure in their other prophecy that he cannot be killed by any "born of woman'. Unfortunately he goes so far as to tell this to Macduff by whom he is faced in this scene. Macduff tells how he had been delivered, not born, by Caesarean section "Macduff was from his mothers womb / Untimely ripped". The two fall to fighting and Macbeth is slain.

IMPORTANT Macduff is the one "not of woman' born who proceeds to kill Macbeth.

Scene IX

Malcolm, Siward and Ross start off the scene off by talking about their victory against Macbeth and then about where Siward's son is. Ross tells Siward his son died an honourable death and he should be proud. Then Macduff enters the scene carrying Macbeth's head and there is a cheer from the waiting crowd. Malcolm declares how they will settle the futureof the kingdom.

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Increasing globalization of businesses has further strengthened the need for effective and efficient international managers. While success in international management was hitherto determined by self-preparation, real-life experience, and circumstances, firms and educational institutions have realized the need for systematic preparation of prospective international managers. In addition to emphasis on the technical knowledge of international business, emphasis is being placed on human interactions determined by culture.

The culture of any nation is divided into frontstage and backstage culture. Frontstage culture is any aspect of a given culture which members of that culture are willing to share with the outside world. These are those cultural aspects, the practice of which provide tremendous pride to the member. The other side of culture, backstage culture, includes aspects of the culture which members of that culture do not want the outside world to know. Reasons for such secrecy include competitive information, guilty feelings, and embarrassment avoidance. It is extremely important for international managers to understand backstage culture in depth.

In order to prepare for acculturation with foreign partners, prospective international managers should have developed the following traits

a. Country Knowledge,

b. Emotional Stability,

c. Risk Taking,

d. Good Listening,

e. Adaptability,

f. Empathy,

g. Intuition,

h. Respect for Others,

i. Cosmopoliton Outlook,

j. Curiosity,

k. Entrepreneurship,

l. Flexibility,

m. Linguistics,

n. Sense of Humor,

o. Tolerance, and

p. Sporting Abilities.

The traits listed above can be developed through university education or through training programs provided by businesses. Alternative training options are apparent multicultural management and geocentric itercultural management. In apparent multicultural management, centralized training centers are used and mangers from around the world congregate at these centers in order to arrive at common principles of operation. In geocentric intercultural management, centralized training is augmented by periodic training courses located at foreign sites. Executives are debriefed for information from their locations of operation.

As time goes by more and more businesses are realizing the importance of culture in international decision making. Executives are also realizing that systematic education and preparation in cultural affairs and successful traits for international operations are becoming deciding factors in success or failure of long-term transnational business operations.

Please note that this sample paper on PREPARING INTERNATIONAL MANAGERS is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on PREPARING INTERNATIONAL MANAGERS, we are here to assist you. Your cheap custom college paper on PREPARING INTERNATIONAL MANAGERS will be written from scratch, so you do not have to worry about its originality.

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