Amore Pacific International Business Strategy Marketing Essay

Amore Pacific International Business Strategy Marketing Essay With low-barriers to entry, the competitive business environment of the cosmetics industry requires companies to secure stable sales channels, and make great marketing efforts to differentiate its products. However, the cosmetics industry is closely related to the fashion industry which is constantly changing and offer potential growth opportunities. Consequently, cosmetic products typically have short product life-cycles because which require mass-customization capabilities and production agility. Personal Care On the other hand, personal care products business is a relatively a mature industry. Also with a low-barrier to entry, the domestic market is currently saturated with competition. In addition, the emergence of large-scale discount stores and new sales networks has called for rapidly changing marketing and distribution channels. Consequently, the domestic personal care products industry is focusing on developing niche markets by differentiating its product as offering higher quality and value. 1.2. Overview of AMOREPACIFIC AMOREPACIFIC Corporation (AMOREPACIFIC or the Company) aims to become a global beauty company with its core businesses in cosmetics and personal care and health products. Founded in 1945 as a Pacific Chemical Company, AMOREPACIFIC Corporation has been involved in beauty products. With the corporate vision of The World will know us as the Asian Beauty Creator, AMOREPACIFIC seeks to push the boundaries of traditional beauty with innovative solutions drawn from its rich Asian heritage.  [1]  The Company also stresses the five values: Openness, Innovation, Proximity, Sincerity, and Challenge to openly communicate with its customers and employees, pursue innovative ideas and new concepts, maintain physically and psychologically close to customers, fulfill obligations to society, and be passionate about overcoming challenges.  [2]   The Company first began its export sales via OEM and also began to sell cosmetics products under its own brand AMORE in 1964. In 1990, the Company turned to international markets by establishing its first overseas subsidiary in France, followed by establishing its Shanghai and Chartres plants in 2002 and 2004, respectively. In 2010, AMOREPACIFICs sales reached KRW 2 trillion, with operating profit of KRW 340 billion and net earnings of KRW 285 billion. The Company maintains its number one player in the domestic market with a 34.9% cosmetics market share in 2010. In terms of its overseas operations, the Company has enhanced its sales in 2010 by approximately 11% to KRW 335.8 billion.  [3]   With its strong domestic position, the Company is targeting sales and operating profit growth of 10% in 2011 by creation of growth markets. For each business segment, the Companys Cosmetics Division is focusing on securing competitiveness in the Asian markets through reinforcement of RD activities to provide differentiated products and services. For the personal care products business or Mass Cosmetics Sulloc Division, the Company is intent on strengthening domestic market competency by expansion into high-functional products in major personal care categories. 2. International Business Strategy of AMOREPACIFICs Cosmetic Products AMOREPACIFIC aims to be a Global Top 10 cosmetics company.  [4]  While tapping on matured and developed markets such as North America and Western Europe, AMOREPACIFIC is more focusing on developing countries such as China and other Southeast Asian countries. To overcome the limitations of the market size and increasing level of competition in the domestic market and accomplish economies of scale through market expansion with its own line of competitive products, AMOREPACIFIC, utilizing its number one position in the domestic market, has been looking to develop overseas market with in its efforts to gain presence and become a successful international player in a very competitive global cosmetics industry environment. While the domestic market has been steadily growing due to an increase in the number of professional business women who have brought about buying power of female customers, developing market conditions for high-function cosmetic products from the middle-class aging population, as well as an increasing demand from men for cosmetics products, AMOREPACIFIC has been facing increasing competition from the domestic competitors and market penetration from global cosmetics companies. Nevertheless, AMOREPACIFIC has potential to be successful in overseas market taking into account following advantageous factors: The quality and diversity of products of AMOREPACIFIC has reached the level to be competitive against global brands in most product lines. Experiences of highly competitive market in Korea enriched the Company with various competitive marketing strategies. Koreas cultural wave has created friendly demands of Korean beauty products among customers, especially in Asian market. Globalization strategy of AMOREPACIFIC is primarily based on a multi-domestic approach where international strategies take on differentiated approaches for each regional market as divergent demands for cosmetics products exist due to different levels of industrial and economic development for each country/region. In addition, benefits from standardization are less significant due to segmented nature of cosmetics market even within the country/region and price functions differently for each customer segment and it is not usually the major factor for determining purchase. Finally, since demand in overseas market for cosmetics are highly divergent and the Company possesses the capability and resources to leverage with to meet those divergent demand, multi domestic strategy would be suitable for AMOREPACIFIC. Based on such multi-domestic strategy, AMOREPACIFICs globalization strategy takes on differentiated approaches for developed and developing countries. For emerging countries, AMOREPACIFIC aims for an early market penetration, while, raising image by focusing on the prestige brand lines in developed markets. Two representative countries of AMOREPACIFIC (France and China) have been analyzed below to evaluate its international strategy in each country contrasting AMOREPACIFICs strategies in each respective country. 2.1. Expansion into the France Market 2.1.1. Market Penetration with Lolita Lempicka France has long been renowned as the capital of cosmetic industry and fashion. AMOREPACIFIC began to penetrate the France Market with the Lolita Lempicka Perfume from 1997. In 1997, the Lolita Lempicka Perfume won all the top awards at the French FIFI Award for best womens fragrance, best mens fragrance, and perfume design. AMOREPACIFIC released Lolita Lempicka L in 2006 and released Si Lolita Lempicka in 2009. With the success in France, Lolita Lempicka products are now available for sale in over 100 countries worldwide.  [5]   2.1.2. Rationale France is considered one of the biggest markets of cosmetics products and trend leader of fashion and beauty goods and the arena of competition for global cosmetics manufacturing companies. Experiences and reputation in France market can lead to an expansion in developed markets including the U.S. where the AMOREPACIFIC would consider as major market for growth. 2.1.3. Entry Mode Selection Notwithstanding the high risk of failure, AMOREPACIFIC decided to penetrate the France market via direct ownership to establish strategic position as a flagship business in the developed market. With such high level of commitment and resourcing from the headquarters, the Company hired local management with entrepreneurial spirits to experiment with new brand and new strategy. AMOREPACIFIC perceived that its entry mode into the France Market was necessary in order to deploy local talents which would enable expansion into adjacent high-end European markets once strategic position is established. 2.1.4. Marketing and HR Strategy in France Abandoning nationality and company title to overcome the stereotype against Asian cosmetic brands, AMOREPACIFIC teamed up with local marketing agents, manufacturers and vendors. As a newcomer to the market, AMOREPACIFIC differentiated its approach by naming its brand after young local designer to target customers following up-to-date trends of unisex mode and strong fragrance. Also limited direct distribution channels have been utilized for distribution and advertisement is delivered through only high-end fashion magazines targeting customers in their twenties and thirties as well as models and designers. As is important to the cosmetics products to be recognized by word-of-mouth, promotion activities are focused in providing samples to celebrities and influential group of people. Through hiring entrepreneurial local experts in marketing of cosmetics, AMOREPACIFIC could upgrade its marketing expertise in luxury/premium market one notch above. 2.1.5. Evaluation of the International Strategy in France Global Configuration The Companys entrance to the France Market was not driven by cost differences or economies of scale, but it rather served the purpose to make a case for experiments in the leading market. With the successful launch of the Lolita Lempicka brand in France by leveraging the local talent and blinding nationality and company name, other high-end brand can be entered into the market utilizing the distribution channels secured through perfume business. In addition, AMOREPACIFIC may consider introducing other more competitive premium brands in the market through large scale international cosmetics franchise stores such as Sephora. Global Coordination Learning the effects from highly autonomous management of local subsidiaries and transfer of such knowledge to other developed market strategy (e.g., U.S.) is expected to benefit the company through global networking. Although it is inevitable to tap on developed market to notch up brand recognition level, considering the Companys ultimate goal of globalization to expand its market, targeting developed countries would result in limited volume growth at least in the mid-term as we could see from the financial results of France market which was out of red first time in 2010 since its launch in 1997. 2.2. China Market Expansion 2.2.1. China Market Analysis The volume of cosmetics sales in China is still explosive and has high potential to growth (Yearly cosmetics consumption of $13 per person compared to $50 in global average)  [6]  . China Market is well stratified according to product lines which are in line with development stages of different areas (eastern seaside and western inland). They comprise of all four major segmentation including top luxury market, premium market, middle market and mass market. In China, the cosmetics market is not dominated by single or a few major manufacturers yet and accordingly, market penetration is relatively easy. Compared to use of make-up products, the skin care products are dominant in market, and as Koreans have similar skin type as Chinese customers, the Company can hold strong competitive position against the multinational competitors. With increased level of earnings, demand for premium brands is also expected to grow significantly. 2.2.2. Rationale With Korean market being saturated, the high growth potential China market appears to be the next logical choice for AMOREPACIFIC. The Company is able to fully leverage the beneficial impact of Korean cultural wave in China. Although the Company has entered other Asian countries in tandem with China market, the growth and experiences in China market can provide the Company with boosting power to expand further into other Asian countries. Also, the proximity to Korean market and similar cultural background can give the Company competitive edge against other multinational manufacturers. 2.2.3. Entry mode selection The Company entered into China market through direct investment since 2002. The decision to enter into China in a form of direct investment was primarily due to the potential threats other global and local companies possibly gaining foothold in China. The Company needed to stay in competitive position by internalizing technical advantage and products quality while local brands are growing in fast pace. As competition is already intensified in China market, high level of commitment of resources from head office is necessary for sustainable growth in China market. 2.2.4. Marketing and HR strategy in China As the Company owns line-ups of products for all segmented markets, success in one market segmentation can lead to relatively easier launching of other product lines under more competitive conditions. The major product line marketed in China is the Laneige Brand, which is premium brand of AMOREPACIFIC which targets the middle-class. As brand recognition is gained from Laneige through skin-care products, it is considered a good strategic move for AMOREPACIFIC to promote other lines of products under same brand including make-up and products with specific functions including anti-aging and whitening. As Korean wave is huge in China market, AMOREPACIFIC leverages the benefit to its maximum by using famous Korean celebrities as models for its flagship brand (Laneige) and sponsoring Korean television dramas aired in China and concert events. However, As Chinese people are known to be not reliant on advertisement on media and cosmetics products are characterized that information on the products tends to be delivered by word-of-mouth through experiences of family or friends, AMOREPACIFIC set up free booths that provide make-up service, free tutorials and samples. 2.2.5. Evaluation of the International Strategy in China Global Configuration The main drive for entrance into China market is the market expansion. As China market will surely bring larger volume to accomplish economy of scale and its spillover effect to other territories in Asia region will give further boost to AMOREPACIFICs effort in those countries. Although AMOREPACIFIC started with premium brand to make a case in China market, the biggest portion of the market segment is the mass market with vast demands for lower end products. As AMOREPACIFIC has a line-up of products to cope with all those demands, with success from premium brand, it can expand its efforts to market expansion into more casual younger-customer targeted brands. However, in the course of bringing products in other segment, AMOREPACIFIC carefully needs to consider the possibility of casual brands adversely affecting the premium brand image to the customers. In this regard, AMOREPACIFIC may need to deploy differentiated marketing approach, such as blinding the company name not to be recognized as same companys brand and targeted promotion to specific group of customers (younger generation or lower income customers). Also, distribution channels other than department stores should be sought for differentiation. The brand shops that offer variety of brands of cosmetics can be fully utilized. Global Coordination Proximity to Korea can serve as an advantage for effective and efficient coordination with local operation. However, major cities located all over the vast land will bring about new challenges to AMOREPACIFIC which have focused on markets in smaller in size. For this instance, AMOREPACIFIC needs to bring in local expertise in logistics and tries to establish firm distribution channels. During the launches of its first premium brand, the close monitoring and control by head office and local subsidiaries must have been inevitable. However, to expand into other segment (mass market and luxury market), it is necessary, to fine tune its strategy, to leverage the experienced local management by delegating more power for more autonomous operation. 3. Recommendation for New Potential Market Strategy: India Based on the analyses and evaluations of AMOREPACIFCs international business strategy, India may be considered as the next potential target market for its international reach. The recommendations for entry mode and marketing strategies for AMOREPACIFICs entry into India are based on key success factors derived from the following market assessment and SWOT analysis. 3.1. Market Assessment The Indian cosmetics market grew by 9.5% in 2009 to reach a value of $141.6 million. In 2014, the Indian cosmetics market is expected to grow to $198.7 million, which is a 40.3% increase from 2009.  [7]   Indias Cosmetics market volume: million units, 2005-09(e) (Source: Make-Up Industry Profile: India, DataMonitor, May 2010) Despite the growth of the Indian cosmetics market, the extent of poverty in the country implies that sales would come from only a small consumer base. In this regard, the target market may need to focus on female professionals living in urban areas who are brand-conscious. As seen in the graph below, the cosmetics market in India is already dominated by the top 3 global brands which account for 68% of the total market share.  [8]   Indias Cosmetics Market Share: % Share by Value, 2009(e) (Source: Make-Up Industry Profile: India, DataMonitor, May 2010) Another interesting observation is the market segmentation of the cosmetics type. As seen in the below chart, lip make-up is the largest segment of the cosmetics market in India, accounting for 51.2% of the total market value.  [9]   Indias Cosmetics Market Segmentation: % share, by value, 2009(e) Also, Indian market has shown significant growth in the whitening products of 20% every year, making up 55% of total cream products.  [10]   3.2. SWOT Analysis Based on the above market assessment of India, AMOREPACIFICs SWOT analysis can be performed as follows: Strength AMOREPACIFICs strong management initiatives for globalization would offer a sound strategic decision process. As already proven in earlier efforts for globalization, the Company retains competitiveness of its line of products. In addition, the lack of infrastructure of the India in terms of distribution and sales channels would prove to be favorable for AMOREPACIFIC, since the Company retains a unique sales distribution of direct-sales approach, where salespersons personally visit door-to-door for marketing and sales. Weakness AMOREPACIFICs relatively small presence in a limited number of countries, as well as its weak brand image compared to global players would create challenge for the Company in terms of building its brand. Also, the lack of expertise in cosmetic products for dark complexions could be considered a weakness, considering the Indian population. Opportunities Considering that the cosmetics industry typically has low-barriers to entry, AMOREPACIFIC has opportunities to readily enter into the Indian market. In addition, the market growth potential of India considering its population size and economic growth would offer AMOREPACIFC to enhance its presence in the global market. Threats Considering the different culture and religious background of Indian people, the need for decentralized management could warrant potential management issues with the Headquarters in Korea for potential misalignment in AMOREPACIFICs globalization strategy. 3.3. Entry Mode Recommendation: High Local Responsiveness Approach In case of AMOREPACIFIC, its entry mode to the Indian market should consider the uniqueness of the culture. India has a unique religion and also has a strong history in their stratification system named Indian Cast system. In order to cope with such unique culture and history, AMOREPACIFIC would need to be highly responsive on the local culture. Observations could be made for other instances where attempts to penetrate into India cosmetics market with high degree of localization had been better off succeeding in the India market. Hyundai Motors and LG Electronics are some of examples that were successful cases where localization had been a key success factor in entering the market. On the contrary, Samsung Electronics strategy to seek global efficiency has been enjoying relatively smaller success in India. Considering that AMOREPACIFIC had no prior experience in India, the Company should set up their entry mode as be highly responsive on the local needs. Hiring local managers and staffs who understand the Indian culture would also be very important for the operation of AMOREPACIFIC in India. Joint-venture strategy may also prove to be a viable alternative for AMOREPACIFIC considering its less expertise for customers with darker skin tones. In addition, AMOREPACIFIC may utilize the friendly impression that Hyundai Motors and LG Electronics are making on the minds of Indian people. 3.4. Marketing Strategy Recommendation: Positioning, Distribution Channel Brand positioning and distribution channel would be a very important decision point for entering a market. To be successfully positioned in the India market, AMOREPACIFIC should consider two factors. First, AMOREPACIFIC should position its products to compete with other globally renowned brands to cope with the increasing brand-conscious consumers in India. Second, the Company may need to consider tighter margins to maintain cost competitiveness and capture market share against already established brands. Consequently, AMOREPACIFIC should use a high-end luxury brand strategy distributed in department stores and duty free shops. This would enable AMOREPACIFIC build up a brand image of high-end quality cosmetics. And at the same time, the Company could utilize secondary affordable mass-market brands to meet the average income consumers in India. An interesting distribution channel that AMOREPACIFIC could additionally set up in India is where they had been successful in Korea, which is direct, face-to-face-sales approach. As the transportation in India is underdeveloped, being able to visit consumers directly and provide quality services should be a great opportunity in entering the market. 3.5. Conclusion Since its foundation in 1945, AMOREPACIFIC has been one of the dominant players in the domestic cosmetics industry, with quality product lines ranging from anti-aging solutions and make-up products to personal care products such as shampoos, body cleansers, and toothpastes. With increasingly competitive domestic environment, AMOREPACIFIC has turned its eyes to the global arena. With its vision that The World will know us as the Asian Beauty Creator, AMOREPACIFIC has successfully proven its potential in France with its line of perfume products. Furthermore, AMOREPACIFIC took favorable opportunity of the Korean Wave to sell its products in China considering its cultural similarities and has established a strong brand name. As AMOREPACIFIC has ambitiously declared its goal to become a Global Top 10 cosmetics company, it needs to continuously seek opportunities abroad where it could utilize its core competencies to establish and strengthen its brand image while maintaining a clear focus on the target market and customers.

Design and Procedure

The study entitled â€Å"The level of Knowledge of Cigarette Smoker tricycle drivers of STOD (Pembo-Blueboz route) on sintax law and its relation to their Attitude towards Smoking† will use a quantitative approach. In which, according to Hammersley (1992), quantitative approach is taken when people are trying to analyze information, collect survey data and perform analyses and many other functions and since the researchers will use survey questionnaires as instrument. It is mainly helpful for strategic planning and implementation. This design was adapted by the researchers to find out the level of knowledge of cigarette smokers on Sin tax Law and its relation to their attitude towards smoking, as stated on Hopkin’s article, quantitative research aims to determine the relationship between one thing and another. The principle of quantitative research will be applied in this study for it will help them in studying the abstract things such as level of knowledge and attitude of the smoking tricycle drivers. Hence, the researchers will be able to identify the variables: age, monthly income and education to be utilized for the purpose of the study and analysis and also to know the relationship of their attitude towards smoking and their knowledge on Sintax Law. The researchers will also use Descriptive type of research. Descriptive research is used when the purpose of the research is to determine the characteristics of certain groups or a subject and it is much applicable in their goal in the study to present the details and social setting of the selected smoking tricycle drivers on their level of knowledge on Sintax Law and their attitude on smoking. This study will describe the real situation of the researcher’s study and will further explain the data that will be gathered. Research Method The researchers will use the survey methodology for it is considered as the faster and cheapest way among others. Hence, survey is effective in producing information on opinions, attitudes, belief, presumption, and or socio-economic characteristics. Also, data will be reliable and could avoid or lessen its inconsistency. In addition to that, survey is simpler to analyze and easier to associate the gathered data. The survey will serve as their medium to gather data by asking questions. The researchers will use the survey method for they believed that it will be suitable on their study. Since a population can be quite large of a number, researchers will question only a sample. The sample respondents will be asked questions on their demographic profile along with the respective set of questionnaires regarding the data needed. By this survey, the respondents may give just to their freedom by voicing out their opinion or ideas prior to the research conducted. Through survey, the reliability of information collected from cigarette smoker respondents will maintain. Also, surveying will enable to help the researchers to gain a great deal of information at one time and will provide quantitative data. The researchers believed that this method remains as the most widely used method in gaining quantifiable data. Instrumentation The self-executed questionnaires by the researchers are the instrument they will use for their survey. It will serve as the medium to garner the necessary information for the research. This device aims to distinguish the level of knowledge of the cigarette smokers on the newly passed Sintax law and its relation to the smokers’ attitude towards smoking. The researchers will use closed questions, multiple-choice format, checklist format and the likert scale. The set of questions will be categorized based on the problem and objectives of this study. Closed question is considered as the simplest way whereas it is being nswerable by a yes or a no. By close ended questions, the researchers can avoid the unessential responses from the chosen respondents. To review the validity, the researchers made 2 page survey questionnaires. As a process, validation involves gathering and analyzing data to figure the accuracy of the instrument used. This survey is divided into 4 se ctions: profile, awareness, knowledge, and attitude. First part is where the respondents are being asked about their demographic profile. Second part of the instrument will measure the awareness of the respondents. Third is where the cigarette smokers’ knowledge unto the law will be measured. And last, the attitude of the respondents towards smoking will be asked. The purpose of this questionnaire is to fully determine if the tricycle drivers are aware or knowledgeable about the sintax law. By this instrument, the researchers will identify the cigarette smokers’ attitude on the said law. As a clarification, this study is only a fulfillment of requirement, for academic purposes only. Sample and Sampling Technique Usually, researchers aren’t capable of observing directly in every individual in a population they are studying. Rather, they gather information from a subset of individuals, called sample. Sample is a group of people that can be described as the sub-collection drawn from the population. In order for the sample to truly reflect the population, you need to have a sample that will represent the population. So in this study, the researchers selected tricycle drivers of STOD (Pembo-Blueboz route) who smoke to be the respondents. They will be selected through Simple Random sampling or SRS which is the one of the most commonly used probability method. Each respondent will be chosen randomly and entirely by chance. A simple random sample is an unbiased surveying technique. With the help of fishbowl draw, all the corresponding numbers of each correspondent will be place in it and will mixed thoroughly. In that case, all of them will have the chance to be the respondents. By this sample, the research study will be carried out. Sample random sampling is common and just simple. Its simplicity makes it relatively easy to interpret data collected via SRS. And for this reason, simple random sampling best suits situations where not much information is available about the population and data collection can be efficiently conducted on randomly distributed items. Data Collection Procedure The researchers will conduct survey for five days. The questionnaires will personally administer to the selected cigarette smokers according to the number of sample that will be computed. The researchers decided to survey 50% only of the total population of tricycle drivers, for not all the drivers smoke cigars. The respondents will participate in the study. Thus, ethical issues will be considered to make sure that everything will be confidential, especially the responses and will remain private as well as the safety of the respondents. All important details of the study, including its aim and purpose will relay by the researchers. And through this, the respondents will be able to understand the importance of their role in the completion of the research study. The respondents will not be forced to participate in the said research. The confidentiality of the participants will be ensured also by not disclosing their names or personal information in the research. Those significant details that can help in answering the research questions will be included. The completely filled-up questionnaires will be returned to the researchers for the evaluation and analysis of data. Statistical Formula The researchers will choose Likert survey for the questionnaire type as this will enable the respondents to answer the survey without difficulty. It will measure the extinct to which a person finds a question effective or ineffective. A Likert item is simply a statement which the respondent is asked to evaluate according to any kind of subjective or objective criteria; generally the level of agreement or disagreement is measured. It usually has four choices: strongly agree, agree, disagree, strongly disagree, but there are cases that it will go up to ten and sometimes, more than ten. And some times, instead of using the level of agreement, likert can also consists of options with assigned values (excellent, very good, average, below average poor; always, seldom, frequently, sometimes and never). A numerical value will be assigned to each potential choice and a mean figure for all the responses will be computed at the end of the evaluation. The final average score will represent the overall level of accomplishment or attitude of the respondents toward the subject matter. The researcher will then exclude irrelevant questions and will change difficult or unclear terminologies into simpler ones in order to ensure understanding. The researcher used the 4-point likert in order to have a concrete answers from the respondents because likert scale implied that the number of alternatives are open for manipulation, and this study will employ a manipulated likert scale by allowing only four choices and in so doing, will eliminate a default median response. Many techniques can be involved in statistics that treat data in required manner. Statistical treatment is one, and the result is dependent on the experiment used and the desired output. Describing the data is also involved in statistical treatment. And the best way is to undergo the measure of central tendencies- the mean. Through these, the researchers could easily explain how the data are concentrated. To fulfill the process of Statistical Treatment, the gathered data will be processed by the use of the software program called SPSS/PC+. Same principles will be followed in this program to compute for frequency distribution, percentage and weighted mean. To identify the awareness and to describe the profile of the respondents, the frequency distribution and percentage will be applied. And to describe the attitude of the selected smoking tricycle drivers of STOD (Pembo-Blueboz route) by each selected attitudinal area, the weighted mean will be utilized. The weighted mean which describe the attitude of the respondents will verbally interpret as follows:

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Moby Dick The Greatest Book Ever Written By Herman Melville

Herman Melville’s legendary novel, Moby-Dick, is arguably the greatest book ever written. It epitomizes the darkest humanistic qualities on the grandest of scales, depicting a captain’s obsession with revenge. Ultimately, vengeance becomes the captain’s undoing – but what was the inspiration behind such a poignant tale? That, in and of itself, is a story worth telling†¦ From Academy Award winning director Ron Howard (A Beautiful Mind) comes In the Heart of the Sea, which stars Chris Hemsworth as Owen Chase. After his last mission, Chase was promised a captaincy, however, politics gives the prominent position to the well-connected George Pollard, Jr. (Benjamin Walker). And, despite his reluctance, Chase agrees to be Pollard’s first officer, aboard the Essex – which sets out to collect a thousand barrels of whale oil. Reliving the events is an elder seaman, Thomas Nickerson (Brendan Gleeson) – who is paid by a novelist, Herman Melville (Ben Whishaw), for his reluctant story. As a boy, Thomas (Tom Holland), recounts the strained relationship between Chase and Captain Pollard, although both men agree to carry out their mission – in spite of a damaging encounter from a storm. In the meantime, whales are becoming more and more elusive – but when the crew is given vital information about where they can be found in mass quantities, they set sail (thousands of miles from home). However, a massive white whale is more than the crew can combat – ultimately leading to theShow MoreRelatedCharacter Analysis Of Fedallah In Melvilles Moby Dick1315 Words   |  6 Pagesimportant characters in Melville’s Moby-Dick. Ahab’s characteristics that create his moral tragedy are represented by different characters in the novel. In Fedallah’s case, he represents the pure, demonic evil that exists in Ahab. At times he seems to be supernatural and a literal extension of Ahab’s innermost being. In Chapter 73, while observing the right whales head, Fedallah’s shadow seems to blend in with Ahab’s, as if they are a single being (Melville 261). Furthermore, since FedallahRead MoreEssay about Herman Melville: A Biography A nd Analysis2570 Words   |  11 Pages Herman Melville: A Biography And Analysis nbsp;nbsp;nbsp;nbsp;nbsp;Throughout American history, very few authors have earned the right to be called â€Å"great.† Herman Melville is one of these few. His novels and poems have been enjoyed world wide for over a century, and he has earned his reputation as one of the finest American writers of all time. A man of towering talent, with intellectual and artistic brilliance, and a mind of deep insight into human motives and behavior, it is certainlyRead MoreThe History of American Literature3501 Words   |  15 Pagespublished accounts of discoveries. The writings of Captain John Smith, an explorer whose travels took him up and down the eastern seaboard of America, represent a shift from exploration narrative toward early history. Early histories, however, were written mostly by settlers rather than by explorers. William Bradford, the first governor of the Plymouth Colony, wrote his Of Plymouth Plantation from 1620 to 1647 . Another important historian of early America was Thomas Morton, whose New English CanaanRead More Visions of The Primitive in Langston Hughes’s The Big Sea Essay examples6201 Words   |  25 Pagesthe Hudson, and the old ships rocking and creaking in the wind, and the ice scraping and crunching against their sides, and the steam hissing in the radiators were ideal for reading. I read all the ship’s library. (Hughes, 1986, p.95) Among the books that Hughes finds in the ship’s library is a copy of â€Å"Conrad’s Heart of Darkness† (p.95). That Conrad’s novella should be mentioned in this context reveals a playfully comic incongruity: the icy â€Å"wide bend of the Hudson† river (p.91) sharply contrastsRead MoreANALIZ TEXT INTERPRETATION AND ANALYSIS28843 Words   |  116 Pagesor inciting conflict (if they have not already been introduced by the exposition). The conflict is then developed gradually and intensified. CRISIS: The crisis (also referred to as the climax) is that moment at which the plot reaches its point of greatest emotional intensity; it is the turning point of the plot, directly precipitating its resolution. FALLING ACTION: Once the crisis has been reached, the tension subsides and the plot moves toward its appointed conclusion. RESOLUTION: The final

first aid - 2113 Words

1.1 Describe the common types of fractures There are two types of fracture called open and closed. A closed fracture is where the skin is unbroken, but the internal damage to surrounding tissue can be seen as swelling. An open fracture has a wound. The bone may or may not be protruding. There is also internal damage to surrounding tissue. 1.2 Describe how to manage a fracture. A casualty with a fracture needs to keep still and not move the injured part. The treatment for a closed fracture is to reduce the risk of further injury by preventing the casualty from moving the fracture and to get medical help. You need to: 1. Support the injured limb 2. Immobilise the affected part 3. Dial 999 or 112 for an ambulance 4. Treat for shock. The†¦show more content†¦Compression of the brain Compression of the brain – a condition called cerebral compression – is very serious and almost invariably requires surgery. Cerebral compression occurs when there is a build-up of pressure on the brain. This pressure may be due to one of several different causes, such as an accumulation of blood within the skull or swelling of injured brain tissues. Cerebral compression is usually caused by a head injury. However, it can also be due to other causes, such as stroke, infection, or a brain tumour. The condition may develop immediately after a head injury, or it may appear a few hours or even days later. For this reason, you should always try to find out whether the casualty has a recent history of a head injury. Recognition †¢ Deteriorating level of response – casualty may become unconscious. There may also be: †¢ history of a recent head injury †¢ intense headache †¢ noisy breathing, becoming slow †¢ slow, yet full and strong pulse †¢ unequal pupil size †¢ weakness and/or paralysis down one side of the face of body †¢ high temperature; flushed face †¢ drowsiness †¢ Noticeable change in personality or behaviour, such as irritability or disorientation. Your aim †¢ To arrange urgent removal of the casualty to hospital. Treatment †¢ Dial 999 for an ambulance. If the casualty is conscious: †¢ keep them supported in a comfortable resting position and reassure them †¢ Regularly monitor and record vital signs – level of response, pulse, and breathing – untilShow MoreRelatedFirst Aid1435 Words   |  6 PagesINTRODUCTION First aid is the immediate assistance or treatment given to someone injured or suddenly taken ill before the arrival of an ambulance, doctor, or other appropriate qualified persons. It is a skill, based on knowledge, training and experience. First aid training is important as it is relevant at home, work place or industries and any other place. The term â€Å"FIRST AIDER† is usually applied to someone who has completed a theoretical and practical instruction course, and passed a professionallyRead MoreFirst Aid2010 Words   |  9 Pages  first aid kit  is a collection of supplies and equipment for use in giving  first aid.[1]  First aid kits may be made up of different contents depending on who has assembled the kit and for what purpose. It may also vary by region due to varying advice or legislation between governments or organisations. |Contents | |  [hide] | |1  Format Read MoreFirst Aid Essay2939 Words   |  12 PagesPart One # - Assessment Task: PEFAP 001 Paediatric Emergency First Aid (1.1) Identified the responsibilities a of a paediatric first aider. The responsibilities of a paediatric first aider is to make sure that every person you attend to you have to make sure that you have comforted the individual, making sure that they are as calm as possible. This is to ensure that you can treat that individual as best as you can, it is important to act quickly and efficiently as possible. (1Read MoreThe Abc Of First Aid Essay1472 Words   |  6 PagesINTRODUCTION This coursework requires me to explain about the concept of ABC, how it’s applied in casualty management as well as the unconscious patient, the causes of unconsciousness and many others. My first approach I will define ABC then I will do other requirements. The ABC of first aid is a mnemonic designed to help people remember how to respond to an emergency situation in which someone is injured. There are many other mnemonics and variants, but it is probably the most useful one for layRead MoreFirst Aid Study Notes1390 Words   |  6 PagesFirst Aid Notes Q. Why is first aid important? A. It is better to know first aid and not need it than to need it and not know it. Q. What is first aid? A. First aid is the immediate care give to an injured or suddenly ill person. Q. What is Duty of Care? A. While providing first aid you have a duty of care which requires you to assess and treat the casualty within the confines of your training and expertise i.e. you must only do what you are trained to do. Q. What is CPR A. CPR stands for CARDIOPULMONARYRead MoreEffectiveness Of Integrating First Aid Education Essay1507 Words   |  7 PagesTitle: Effectiveness of integrating first-aid education in school curricula at Wenzhou-Kean University. Description: The timely first-aid provided by bystanders is critical to minimize deaths or permanent injuries resulting from accidents. Although the first-aid training programs have been systemically integrated into undergraduate curricula in most advanced countries, little recognition for first-aid education is currently given in most non-medical universities in China. Therefore, the aims of thisRead MoreWhy Cpr and First Aid Are Important746 Words   |  3 Pagesmaster the skills of CPR (Cardio-Pulmonary Resuscitation) and first aid training. You can learn CPR and first aid training by taking a training course that teaches vital skills people can use, so they can handle and cope with emergencies, such as a chocking child, burns or scalds, or someone who has stopped breathing. Learning CPR and first aid is the simplest and most important skills anyone can learn. You can learn CPR and first aid in as little as 4.5 hours. Taking this time to learn these skillsRead MoreEssay about First Aid in the Workplace2125 Words   |  9 PagesFirst Aid is extremely important in the work place. Sudden injuries or illnesses, some of which may be life-threatening, occur at work. It can be something that is often overlooked in the workplace because of its simplicity. First Aid can be as simple as treating a small scrape so it does not become infected to keeping a person alive by performing CPR. OSHA describes the definition of first aid as medical attention that is usually administered immediately after the injury occurs. This attentionRead MoreTraining Plan Proposal: First Aid and Cpr Training1447 Words   |  6 Pagesstakeholders, including patients and employees. In order to discover the strengths and weaknesses of first aid and CPR training in our office, a needs assessment was conducted during a period of several months prior to the development of this training program. The needs assessment revealed that the current staff is unfamiliar with the concepts and skills needed to properly assess and administer first aid. A pre-training assessment administered by the American Red Cross revealed that the potential traineesRead MoreLevel 2 Paediatric Emergency First Aid Essay3947 Words   |  16 PagesCU1514 Paediatric Emergency First Aid 20 pages 1.1 Identify the responsibilities of a paediatric first aider. I should aim to preserve life, prevent the condition worsening, and promote recovery. Responsibility Description -Remain calm at all times Appear confident and reassuring -Conduct a scene survey Assess the situation without Endangering my own life. -Conduct a primary survey Identify and assess the extent of the Illness, injury or condition of the casualty

Essa Free Essays

Homework – EARNINGS MANAGEMENT – due Monday, 4/8/13 (read bring Sec. 6) (answers are in Section 6 material) 1. What does the term Managing Earnings refer to? †¢ The use of accounting methods to produce financial information that present an overly positive image of the company’s financial performance 2. We will write a custom essay sample on Essa or any similar topic only for you Order Now What is SAB 99 and 108 about? SAB 99 – is about materiality SAB 108—is about quantifying financial statement misstatements What is the FASB codification reference for SAB 99? 250-10-S99-1 3 What were some of the things Sunbeam did wrong? Improper restructuring reserves and other â€Å"cookie-jar† reserves †¢ Improper â€Å"bill and hold† sales †¢ Deleted corporate records to conceal pending returns of merchandize †¢ Misrepresented company’s performance and future prospects in press releases and meetings 4. What would make an accounting standard high quality? †¢ Relevant and reliable are the two characteristics that make an accounting standard high quality 5. Who has to provide a statement under oath about exchange act filings? †¢ Chief Executive Officer †¢ Chief Financial Officer 6. SEC FR 65 discusses â€Å"non-GAAP financial reporting measures. † What does the SEC mean by this term? †¢ A numerical value of a company’s financial performance that i) excludes amounts that are included in the comparable measure calculated using GAAP or ii) includes amounts that are excluded in the comparable measure calculated using GAAP. 7. In September 2010, the FASB issued Con. #8 of the conceptual framework on Objectives and Qualitative Characteristics. What is the objective of financial reporting and what makes financial information useful? There are three main objectives of financial reporting o It should provide information that is useful to present and future users in making rational decisions o It should provide information that helps users assess the amounts, timing, and uncertainty of prospective net cash flows o It should provide information about economic resources of an entity and claims to those resources †¢ Relevance and reliability are the two characteristics that make a financial information useful Name Belene ShiferawDate: April 8, 2013NO. 35 How to cite Essa, Papers Essa Free Essays Reasons for people to attend college or university are enormous and depend on one’s attitudes. But the three most important ones that make people choose college or university as the gate to their future are Job opportunities, increased knowledge and essential skills preparation for future life. First and foremost, I think the most important reason is that people can get a good job if they have a certificate, especially the one of famous college or university. We will write a custom essay sample on Essa or any similar topic only for you Order Now Practically, the final purpose after a long process of study for almost people is to improve their life by getting good Job. What proves that point of view, obviously, is the act that most of certificates are used to support Job application. Second, this maybe the last chance for people to study in such an academic environment where professor teach them plenty of knowledge in may aspects; as a rule, they try their best to collect as good as possible in the subject the like. This also helps them to gain an abundant knowledge for future life. Last but not least, people want to prepare a certain skills which cannot lack in the developed society namely competitive experience, group work†¦ Those skills will be efficient weapons for them to compete with others in order to get the Job they want. Beside this, people who tend to apply what they learned in college or university choose the best way to reach success. What is more, this the chance for people to live apart from their family; consequently, they can develop their independent characteristics. In a word, all people are encouraged to attend college or university. The more people attend college or university, the more develop society is. As long as background knowledge and experience decide one’s Job opportunities, people who attend college or university are constructing their future by the best materials. How to cite Essa, Papers

In the film Romeo and Juliet Essay Example For Students

In the film Romeo and Juliet Essay In the film Romeo and Juliet, we see Shakespeares talents captured amazingly by Luhrmann, he takes the original and re-reveals it to enable the people of today to experience the romance for themselves in the style of a modern film. This film targets a wide audience; Lurhmann cleverly allows variety of different themes to widen his variety of different people. He provides a continuos supply of intensity for anyone experiencing it. The people of the modern world can easily adapt to this, in all its aspects of love, conflict, tragedy, and romance. The film echoes recognisable genres, but to make it more conventional to the modern audience he brings, action scenes, modern music, and it blends in with Shakespeares world. Firstly Lurhmann introduces where the film is set, this introduction comes across very powerful and dramatic which emphasises what is later to come. We are now informed of where the film is set, as setting creates the atmosphere and plays a crucial part in the film itself. What better place than fair Verona the country of such Romance but also existing conflict between the two gangs. This reinforces Romeos life, as we know its full both of love and hatred. We are intrigued to this film because of its strong message conveyed at the opening scene, the quick bold images that appear on the screen have such effect. Lurhmanns cleverly done this purposely to receive and capture our full attention, also to increase our eager minds wanting to watch the film. The ballroom scene is one of the most important scenes, as this is where Romeo and Juliets eyes met and the falling of love took place. Lurhmann cleverly uses costume to reflect the individuality of each character. We can see this technique being used for example Romeo and Juliets simplicity of their costumes; they reflect the garishness of the party. Romeo is wearing sliver armour, dressed as a knight we have the perception of Romeo being heroic, and owns loyal, honourable characteristics. Juliets outfit is a simple plain white gown with angel wings that signify her innocence. The white symbolises her purity and even a subtle reference to imminent death. Lord Capulet is dressed as a well-known powerful leader; he is a Tyrant rule with aggression and violence. This character is very much like Lord Capulets, a dominating figure and extremely aggressive. Lady capulets figure is also the well known Cleopatra, lady capulet relates to this character, as her characteristics are very similar to Cleopatras, a self obsessed woman very egotistical and only interested on keeping up her appearances. Tybalts costume creates excellent contrast with the remaining guests at the party, as his costume contains red devil horns, red glitter obviously a conflict maker this differs to the purity of the capulets. This threatening personality contrast with the good perception we have of the hero Romeo. Another scene, which seems very significant, is the way Romeo and Juliet meet. Its a private scene therefore it seems very meaningful and comes across as a very strong message about the danger for these star-crossed lovers to be together. Use of silence between the two main characters conveys the struggle to come when trying to disguise their relationship in fear of their lives. Also use of cinematography helps Lurhmann to create this intensity and determines the importance of their painful, unacceptable love. He creates this effect by use of close ups indicating clearly their feelings for one another, these close shots reinforce the emotional intensity they share between eachother. We are constantly reminded about the barriers in Romeo and Juliets relationship with use of the fish tank separating them from physical contact. .u5e3d2183cb105bef10edf66f2404e4ce , .u5e3d2183cb105bef10edf66f2404e4ce .postImageUrl , .u5e3d2183cb105bef10edf66f2404e4ce .centered-text-area { min-height: 80px; position: relative; } .u5e3d2183cb105bef10edf66f2404e4ce , .u5e3d2183cb105bef10edf66f2404e4ce:hover , .u5e3d2183cb105bef10edf66f2404e4ce:visited , .u5e3d2183cb105bef10edf66f2404e4ce:active { border:0!important; } .u5e3d2183cb105bef10edf66f2404e4ce .clearfix:after { content: ""; display: table; clear: both; } .u5e3d2183cb105bef10edf66f2404e4ce { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u5e3d2183cb105bef10edf66f2404e4ce:active , .u5e3d2183cb105bef10edf66f2404e4ce:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u5e3d2183cb105bef10edf66f2404e4ce .centered-text-area { width: 100%; position: relative ; } .u5e3d2183cb105bef10edf66f2404e4ce .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u5e3d2183cb105bef10edf66f2404e4ce .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u5e3d2183cb105bef10edf66f2404e4ce .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u5e3d2183cb105bef10edf66f2404e4ce:hover .ctaButton { background-color: #34495E!important; } .u5e3d2183cb105bef10edf66f2404e4ce .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u5e3d2183cb105bef10edf66f2404e4ce .u5e3d2183cb105bef10edf66f2404e4ce-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u5e3d2183cb105bef10edf66f2404e4ce:after { content: ""; display: block; clear: both; } READ: Miller Creates Dramatic Tension in this final act EssayFinally to end this scene we see their own simple world contrasted with rest of the party, good camera work is used here to reinforce the brash, loud, vibrant location, compared to their world of love and romance. Lurhmann cleverly uses camera shot skills throughout the film, which helps show true feeling within different individuals involved in the scene. He shows how this works when he manipulates camera shots to reinforce fine detail of the atmosphere between characters. For example when Juliet defies her father, here Lurhmann introduces our; the audiences feelings, we have sympathy for Juliet as her father is aggressive with her. We feel for Juliet at this stage, as we are able to see her fear of her fathers violence is being acted upon her. There is a sense of victimisation here, and the viewer picks up on it almost immediately, this emphasises our intimidation of Lord Capulet, as he continues to threaten Juliet. Jerky shots help this scene portray the violent, aggressive Father Juliet has. Instantly we see how fearful Juliet is of this man, Lurhmann cleverly uses camera shots to enhance this fear and also makes the camera go on Juliets side. With shots often used looking up to Lord Capul ets face, and at times the camera pans out to leave us with the shot of Lord Capulet overpowering Juliet this helps showing the relationship between them. Good visual imagery is used later on to show the audience more characteristics about Juliet, we see Juliet in her room by herself. This scene seems peaceful, soft, placid, and reinforces that angel like image we have of Juliet. We see colours surrounding her mostly blue and White this suggests that just like the Virgin Mary Juliet also shares the same qualities of purity, religion, and innocence. We can clearly see from this scene that Juliet is not embarrassed of who she is, her wealth and religious values. Luhrmann introduces mise en scene to us in the next important scene. This has a great impact from the way that the scene is portrayed to the viewer. We have a better understanding thanks to the props and arrangement of actors. The scene is set on Verona beach, at the start of this scene we dont suspect the action, which is quick to come. This is because the scene starts off with a relaxed laid back atmosphere, and then our understanding is influenced by havoc turning up; the Capulets. Everything kicks off and we understand whats going on because of Lurhmanns clever technique to capture our full attention so our understanding of the story is clear. A fight breaks out and takes place on a stage on Verona beach. At first this seems out of place, but Luhrmann has purposely done this to evoke our curiosity, it reminds us of the original Lurhmann goes back to the basics to blend in this clever idea with Shakespeares world. We immediately relate to this because of our common knowledge of th e original being set as a play on a stage. Straight after this a storm breaks out this is significant because we know how fiendish they feel towards each other. The atmosphere of wind and rain reinforces the conflict to come between the two families. Lurhmanns editing is sophisticated. He tries out putting different scenes and images together rather than having one scene. This reinforces the plot using different sequences not necessarily in chronological. An excellent example used by Lurhmann of montage is when Friar Lawrences feelings are conveyed. This is the scene where he reacts dramatically to the planned marriage. There are a number of images we see that symbolise what Friar Lawrence is feeling, we see a scared heart which bursts into a firework, this tells us that he knows there is a love between Romeo and Juliet, but also knows of a danger. The wired fence we see reminds the audience of the separation between the two lovers. Lurhmann cleverly uses a white dove to symbolise purity and Juliet. He focuses on both montages; the capulets shaking hands reflects friendship. This entire well put together images gives us a range of ideas about Friars decision and his discomfort about the marriage. We can see that montage expresses many feelings that characters can not say or act out, so this is an excellent way of expressing them. .u10b0b2b6c5698862dc35412b892a052d , .u10b0b2b6c5698862dc35412b892a052d .postImageUrl , .u10b0b2b6c5698862dc35412b892a052d .centered-text-area { min-height: 80px; position: relative; } .u10b0b2b6c5698862dc35412b892a052d , .u10b0b2b6c5698862dc35412b892a052d:hover , .u10b0b2b6c5698862dc35412b892a052d:visited , .u10b0b2b6c5698862dc35412b892a052d:active { border:0!important; } .u10b0b2b6c5698862dc35412b892a052d .clearfix:after { content: ""; display: table; clear: both; } .u10b0b2b6c5698862dc35412b892a052d { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u10b0b2b6c5698862dc35412b892a052d:active , .u10b0b2b6c5698862dc35412b892a052d:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u10b0b2b6c5698862dc35412b892a052d .centered-text-area { width: 100%; position: relative ; } .u10b0b2b6c5698862dc35412b892a052d .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u10b0b2b6c5698862dc35412b892a052d .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u10b0b2b6c5698862dc35412b892a052d .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u10b0b2b6c5698862dc35412b892a052d:hover .ctaButton { background-color: #34495E!important; } .u10b0b2b6c5698862dc35412b892a052d .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u10b0b2b6c5698862dc35412b892a052d .u10b0b2b6c5698862dc35412b892a052d-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u10b0b2b6c5698862dc35412b892a052d:after { content: ""; display: block; clear: both; } READ: Absolon in Chaucer's The Miller's tale EssayA powerful tool used creating background conversation, voices, and special effects is sound. Lurhmann cleverly manipulates sound in each scene to enhance mood and atmosphere. Sound is essential to target his wide audience. An example of sound being used well is when Romeo and Juliet first meet and a love song is sung in the background, this reinforces atmosphere of romance and emphasises the deep love between the two. Lurhmanns film was highly successful and a massive break out for all romance, comedy and tragedy lovers. He successfully reached his ambitions. The main reason Baz Lurhmann decided to go ahead and make the film was to retell what Shakespeare had already done years and years ago and release a fantastic romance to todays modern audience. We adapted so well to this new film because it reflected the fact of an all rounded film, and we can also relate to the inspiration Lurhamnn once felt in the making of the film. I have many opinions about the film but to conclude my perception of this brilliant released version, I would say that hes reached his ultimate goal of recapturing Shakespeares qualities and the magic of this film. He should be proud of letting his audience experience something with such deep meaning and such a powerful message to todays modern world.