Standard Forms of Contracts in Construction Benefits

Standard Forms of Contracts in Construction Benefits The Importance of Using Standard Forms of Contracts in Construction Industry According to the 1996 Act of UK law construction contract has been defined as an agreement in writing or evidenced in writing, under which a party carries out construction operations, arrange for others to carry out construction operations or/and provide labor for carrying out of construction operations (Zaghloul Hartman, 2003). The contract forms establish the legal relationship between the parties, in terms of rights, obligation and duties and regulate the commercial relationship between the parties (Robinson Lavers, 1996). There are two main classifications of contracts, namely standard and non standard contracts (Murdoch Hughes, 2007). In the recent times, the commercial activities associated with the construction industry are highly complex and the standard forms of contracts have integrated into the day-to-day transactions of most agreements (Bunni, 1997). It is not compulsory to use standard contracts in the construction industry; however it has become the common practice in procuring contractors, consultants or architects. There have been numerous recommendations by authors and researchers to adopt standard forms of contracts in the construction business. According to Banwell Report (1964), the construction industry should formulate and use a single standard-form contract for its entire projects. The Latham Report (1990s) also supported the concept as recommended the Engineering and Construction Contract to be adopted as universal standard construction contracts. The use of standard form of contract for all type of construction projects is not realistic, but for similar type of project has been seen to be indee d is very beneficial (Murdoch Hughes, 2007). The purpose of standardising contract forms is mainly to specify the chief variables concerning the construction processes and activities (Clegg, 1992). For example, it so happens in most projects that actual work done by the contractor differs from as specified in the contract. And these alterations are a major source of many conflicts and disputes (Othman, 1997). In such cases, standard forms contain arrangements as to how to manage these variations. Standard forms of contract are mostly published by an authoritative body of the industry, recognised by all the parties involved, outlining the terms and conditions which sets the parameters for the proceeding of the work. In the correct spirit of standardization, these forms are not subjected to any negotiation and amendments and are suitable for wide array of similar projects and works. The initial set of standard forms was formulated by the government department of UK for works in the public sector. Inspired by their concept, many other professional bodies also devised their versions of standard forms (Bunni, 1997; Ismail, n.d.). Among various standard forms of construction contracts are ICE 7 (Institute of Civil Engineers), NEC 3 (New Engineering Contract), JCT (Joint Contract Tribunal), FIDIC (International Federation of Consulting Engineers), AIA (American Institute of Architects), EJDC (Engineers Joint Contracts Documents Committee), etc. (Murdoch Hughes, 2007). There are several advantages associated with the use of standard forms of construction contracts. Basically, standard forms originate from different sectors of construction industry for various reasons (Murdoch Hughes, 2007). They have been devised as an output of a process of negotiation between various sectors of the industry; hence, they represent a compromise between the interest groups of the industry (Murdoch Hughes, 2000). Also, as numbers of interest groups are involved and considered in the formulation of standard contracts, there is better possibility of fair and balanced risk allocation among the parties involved (Murdoch Hughes, 2007). The prime reason that inclines construction personnel to adopt standard form of contracts is familiarity. The major advantage of using a standard contractual form is that by repetitive use of the document one becomes familiar with its content, and hence is conscious of both its strengths and drawbacks (Broome Hayes, 1997). The contractual complexities associated with any type of contract are often rather typical to understand. The use of standard contractual documents aids in familiarising the various contractual clauses and provisions to the users (Murdoch Hughes, 2007). This familiarity with the content and clauses of the contract leads to lesser number of disputes and misunderstandings. The possibility of redundancy is also removed (Broome Hayes, 1997). In addition, the repetitive use of these forms leads to development of experience bank and result in increased efficiency (Bunni, 1997). Precedent is another important factor which generates from being similar with the contract and is favorable to the involved parties. In the scenario when a disputed project is taken to court, the standard contracts enable the lawyers to advice their clients regarding the probable result of the case, as judges are bound to follow the previous decisions (Broome Hayes, 1997). Standard forms of contracts have been reported and observed to assist the conduct of trade (Murdoch Hughes, 2000). Another factor which attracts personnel towards standard contracts is that it reduces the focus on specific contractual terms during the bargaining process (Murdoch Hughes, 2007). These forms are helpful in reducing the cost linked to tendering and contract administration. This is contrary to the amended forms of contracted which require the clients and tenderers to seek additional legal advice and the probability of the disputes resulting from unfamiliar terms also increase (OGC, n.d.). These forms lead to saving in time as drawing up of contracts from scratch is a tedious task (Ismail, n.d.). Standardisation of the contract forms provides basic legal frameworks which recognise the rights, obligations and duties of the parties and highlights the ambit of the powers and duties of the contract administrator (Nayagam Pathmavathy, 2005). Furthermore, standardisation of contracts leads to higher degree of certainty and fairness during tendering process. They become the basis of comparison and evaluation and familiarity with the content makes it convenient and faster in pricing as well (Bunni, 1997; Ismail, n.d.). As aforementioned, there are various institutions which have developed standard forms of contract. One of the most used and popular set of standard forms of contract have been developed by International Federation of Consulting Engineers (FIDIC). These forms have been in use for international construction projects ever since their formulation in 1957. The FIDIC contracts provide a comprehensive code which can be applied with ease in any legal system. The input has been provided from both engineers with experience of many engineering projects and lawyers with wide array of experience drafting construction contracts. The acquaintance with these contracts has offered the construction industry benefits in both tendering and project management. The contracts offer balanced and clearly defined risks between the contracting parties. FIDIC believes that it only a fair and balanced contract which is in the lasting best interest of all concerned. The contracts account for all possible and prob able risk factors as well as clearly define the role of all involved parties. These aspects of the contract facilitate in reducing the number of unwarranted disputes and litigations (Thomas, Glover Hughes, 2006; Wade, 2005). FIDIC and other similar standard forms of contract are favourable to the construction industry as they facilitate the saving of both time and cost two success criteria for any type of construction projects. With the exception of few entirely unique projects, construction projects often share their main characteristics and these standard forms are devised considering the same. Reference: Broome, J.C. Hayes, R.W., 1997, A comparison of the clarity of traditional construction contracts and of the New Engineering Contract, International Journal of Project Management, Vol. 15, No. 4, pp. 255-261 Clegg, R.S., 1992, Contracts cause conflicts, In Construction Conflict Management and Resolution, 25-27 September, UMIST, pp 128-144 Ismail, Z., n.d., Standard Forms of Construction Contracts, Lecture on Construction Law, available at: http://www.scribd.com/doc/10109497/Lect-2-Standard-Forms, accessed 11/02/2010 Nayagam, K. Pathmavathy, N., 2005, Drafting Construction Contracts, Legal Insight, Issue 2, page 5-7 Murdoch, H. Hughes, W., 2007, Construction Contracts, Edition 3, Routledge, pg 101-117 Murdoch, H. Hughes, W., 2000, Construction Contracts Law and Management, Edition 3, Spon Press Office of Government Commerce, n.d., Procurement and Contract Strategies, Achieving Excellence in Construction Procurement Guide, available at: http://www.ogc.gov.uk/documents/CP0066AEGuide6.pdf, accessed 10/02/2010 Othman, N., 1997, Management of variations in construction contracts, In A. Thorpe (ed.) Proceedingsofthe13th Annual Association of Researchers in Construction Management (ARCOM), 15-17 September, Kings College, Cambridge Robinson, N.M. Lavers, A.P. 1996, Construction Law in Singapore and Malaysia, 2nd Edition, Butterworths Thomas, C., Glover, J. Hughes, S., 2006, Understanding the new FIDIC red book: a clause-by-clause commentary, Sweet Maxwell Wade, C., 2005, The FIDIC Contract Forms and the New MDB Contract, International Construction Contracts and the Resolution of Disputes ICC-FIDIC Conference Paris 2005 Zaghloul, R. Hartman, F., 2003, Construction contract: the cost of mistrust, International Journal of Project Management, Vol. 21, pp 419-424

Compare and contrast images of heroism in these two poems

Heroism is a trait that we seem to have no problem identifying, yet when asked to define what a hero is a myriad of answers emerge. This phenomenon is not unique to today's society; the definition of a hero is something that is constantly under revision and debate. An example of this can be seen in two older pieces of English literature: Beowulf, written circa 750-900, and Sir Gawain and the Green Knight, written circa 1375-1400. These stories both have a main character that possesses heroic qualities, many of which are very similar. Gawain's identity as a hero is not clearly demonstrated, but when compared with Beowulf, who is demonstrated to be a hero, hiss merits earn him that title as well. Exactly what defines a heroic act, or a hero for that matter? Often times we dismiss the question due to its complex nature. But when confronted with an individual with heroic qualities we readily identify them as a hero. So what set of traits makes up this amorphous definition that we call hero? I would agree that the very definition is one that is dependent upon the time and society in which its context is being used. A person who shot someone to save the life of another may be viewed as a hero under the scrutiny of one culture, but in a different time or location the very opposite may be true. Nevertheless, heroes exist and posses these ever changing heroic qualities. Beowulf is clearly demonstrated to be a hero, and we can observe the qualities he possesses to enable him to have that title. While Sir Gawain's heroic accomplishments are a little more debatable, I would argue that he deserves the same title; he exudes qualities which can be considered heroic in the context of Arthurian Legend as well as today. Although we can attribute no authorship to Beowulf or Sir Gawain and the Green Knight, we can see that Beowulf was meant to be a hero and if nothing else, Gawain was portrayed as the story's protagonist. One such way this was done was by having neither of the main characters as all powerful rulers; in fact each Beowulf and Gawain served some sort of higher authority. Beowulf, throughout approximately 2/3 of the story serves Hrothgar. Similarly, Gawain was not ruler of his domain but served King Arthur. It is important to note that while both served other men, they were not themselves servants. Beowulf traveled from his land to assist in the destruction of Grendel, and Gawain chose to be a knight of the Round Table and indeed viewed his service to Arthur and his kingdom as an honor. By the construct of having both main characters serve others, the author has created more capacity for heroism to become apparent. If the President of the United States were to prevent nuclear war, the people would obviously be relieved and grateful that he fulfilled his duty. If a soldier on the field accomplished the same task, he would be regarded as a true hero. Transcending one's traditional role and going above and beyond is a characteristic which helps to set heroes apart from other people. Sir Gawain goes above and beyond his role when declaring his intention to battle the Green Knight. â€Å"I would come to your counsel before your court noble. /For I find it not fit, as in faith it is known, /When such a boon is begged before all these knights, /Though you be tempted thereto, to take it on yourself† (lines 347-350) King Arthur at this point had already accepted the challenge, yet Gawain decided to take his place because he was aware of the danger and risk involved in letting the King fight. He admits just a few lines later that â€Å"I am the weakest, well I know, and of wit feeblest; /And the loss of my life would be least of any;† (lines 354-355) This indication that is ability to fight is low makes his decision to fight that much more heroic, and this is all done in the name of Arthur. Beowulf, on the other hand, does not have an issue of inferior strength, but quite the opposite- he seems to posses a sort of superhuman strength. Even so, his level of self restraint and wisdom prevents him from overthrowing Hrothgar despite his superior abilities. This amount of loyalty and service is a trait that helps develop his character even further as a hero. Both Gawain and Beowulf having been in similar instances serving a higher authority have shown heroic qualities although they may have differed. While the two main characters in discussion are being portrayed as heroes, they are still human and have fallibilities. It is the dynamic experience, the rise and fall of these characters which makes them real and human, that shows what they are truly made of. This insight may prove to be disappointing or disheartening for many, I find the revelation to be comforting as it reasserts that a hero isn't an idyllic state but a condition which can be humanly attained. Beowulf's rise and fall is demonstrated rather clearly throughout the progression of the story. At his peak, he kills Grendel with his bare hands. In the second encounter with Grendel's mother he is victorious, but requires the use of armor and the sword Hrunting. As time passes, he becomes king. He helps to slay the dragon that is terrorizing the land with the assistance of Wiglaf and his men, but at the cost of his life. This failure of his strength is foreshadowed earlier by Hrothgar, â€Å"Choose dear Beowulf, the better part, /eternal rewards. Don't give way to pride. /For a brief while your strength is in bloom/ but it fades quickly† (lines 1759-1762). Beowulf's wisdom, which he relies on throughout the story even diminishes as he faces the dragon, as shown when he elects to strike first by himself with full knowledge that his strength is not as great as it used to be. Another interesting point is that while in the service is Hrothgar is heroic qualities shown through but when he became leader, he was still a hero but many of the qualities such as his wisdom and strength in this instance have decreased. Likewise to Beowulf, Gawain experiences a rise and fall. His circumstance is slightly different than Beowulf's however. Gawain's worthiness to even be named a hero is often put into question, and his final deeds tend to overshadow the previous ones when that consideration is made. This is an unfair judgment as no one would rescind Beowulf's status as a hero because of his pride blinding his judgment towards the end of his life, but would still consider him a hero because of his previous heroic actions. The same is true of Sir Gawain. Near the end of the story when he thinks he will die and flinches when the ax is coming down on his neck, he's viewed as a coward. I'll concede that it was a cowardly thing to do, but then I'm forced to ask the rhetorical question, â€Å"What would you do? † Moments later, Gawain recomposes himself, doesn't flinch and gets nicked. Of course, one could argue that Gawain is a coward disguised as a hero because of his protest to the Green Knight claiming his debt is paid, and that he decided to use the green girdle. First of all, Gawain spends the rest of his days lamenting his decision to use the girdle, so he isn't ignorant of what he as done. Secondly, there is absolutely nothing heroic about dying without a cause, which is what would have been the case had the Green Knight carried out his threat. I see no harm done in preparing oneself for an encounter such as the one he went through. We often laude heroes for their cunning in wisdom, so why should those same traits in Gawain be looked upon negatively? While there are many more facets to declaring someone a hero, these are a few that both Beowulf and Gawain share. Beowulf demonstrates that its namesake is a man who is supposed to be regarded as a hero. This same intent is not made in Sir Gawain and the Green Knight, but when the two are compared with each other, Sir Gawain is shown to be a hero, not a simple coward that he may initially appear to be.

Importance Of Emotional Intelligence - Free Essay Example

Sample details Pages: 3 Words: 821 Downloads: 7 Date added: 2019/05/16 Category Psychology Essay Level High school Tags: Emotional Intelligence Essay Did you like this example? Emotional intelligence is the ability to manage, connect and influence your emotions and those of others. In other words, is using emotional information to navigate in social environment. Although it has been defined in many ways, interest in this field has increased greatly over the last decade. Don’t waste time! Our writers will create an original "Importance Of Emotional Intelligence" essay for you Create order In the past ten years, emotional intelligence has generated a great amount of interest both within and outside the field of psychology. Emotional intelligence has been shown to have an effect on important life outcomes such as creating great personal relationships and achieving enormous results at work. Even though some researchers have been very optimistic about the importance of El in organizations, some critical questions remain about the concept and measurement. Emotional Intelligence was a term invented by two researchers: Peter Salovey and John Mayer, who proposed a model of emotional intelligence to address a growing need in psychology to study individual differences in abilities related to emotion. This resulted in creation of the first ability-based tests of emotional intelligence also known as ?THE FOUR-BRANCH MODEL OF EMOTIONAL INTELLIGENCE. The first branch of emotional intelligence includes perceiving emotions. This is the ability to notice and interpret emotions in people faces, pictures, and voices. It also includes the ability to identify ones own emotions. Perceiving emotions involves processing of emotional information; therefore, is the most basic aspect of emotional intelligence. The second branch of emotional intelligence includes using emotions, which is the ability to control emotions to facilitate various intellectualactivities, such as critical thinking and problem solving. The third branch of emotional intelligence includes understanding emotions, which is the ability to understand emotion language and to value complicated relationships among emotions. The fourth branch of emotional intelligence, managing emotions, consists of the ability to regulate emotions in ourselves but also includes the ability to manage the emotions of others.The order of the branches, from perception to management, represents the degree to which the ability is integrated within his or her overall personality. There are many ways to measure emotional intelligence, but the most reliable is the MSCEIT (Mayer, Salovey, Caruso,2002). The MSCEIT has eight tasks: two for each of the four branches of emotional intelligence. In general, El measures have demonstrated adequate internal consistency reliability. Since the concept was invented, supporters of emotional intelligence have claimed that emotional skills matter in almost every area of life from career success to being liked byothers. Although there is no clear evidence, research using the MSCEIT has corroborated a few of them and has offered some new insights. A study was conducted with college-aged students, who were asked to take the MSCEIT test. Based on the results males who scored lower on the MSCEIT reported engaging in drug abuse and consuming more alcohol. In addition, these students reported having more unsatisfying relationships with their friends. On the other hand, students who scored higher on the MSCEIT were more likely to report having positive relationships with others, including greater perceived support from their parents and fewer negative interactions with their close friends.Emotional intelligence also may be important at work. A few employees of a Fortune 500 insurance company, who worked in small teams each h eaded by a supervisor, completed the MSCEIT. All employees were asked to rate each other on the qualities they performed at work, such as handling stress and conflict well and displaying leadership potential. Supervisors as well rate their employees. Employees with higher scores on the MSCEIT were rated as more responsible for creating a positive work environment. Their supervisors rated them as more tolerant of stress, more sociable, and having greater potential for leadership. Despite its small amount of people participated, the study shows new evidence that emotional intelligence might play a great role in the workplace in the future. Furthermore, future researches need to be done to better understand positive and negative emotional intelligence effects. In fact, emotional intelligence may be a more important contributor to success in life than IQ. In my opinion, emotional intelligence is very sophisticated concept and can be interpreted in different ways. The reason I choose this topic was to enhance understanding about the topic because prior to researching I wasnt familiar with the topic. Personally, I think emotional intelligence is important to first understand and manage your own emotions. Only after you are able to control your emotions, you can try to access other emotions, because in order to understand others you have to understand yourself first. Being able to manage and express correctly your own emotions is a great ability to be learned. For many of us emotional intelligence is not very popular even though is involved in some of the most important things in our lives, such as getting along with people, managing bad moods, and making important decisions. In conclusion, I think emotional intelligence is very important in our life because it can influence our performance at work, mental health, physical health and relationships.

Graduation Speech Dont Forget Where You Came From Essay

Good afternoon, I would like to begin by thanking the staff for the privilege of speaking before you on this bittersweet day. It seems like this past year has been a jumble of excitement, reminiscence of the past and uncertainty for the future. After dreaming about graduating since we jumped off the bus on the first day of kindergarten, its finally here. With the years of number two pencils, group projects and final bells behind us, we find ourselves on the threshold of our future. Yet, its difficult not to timidly glance back at our past and wonder if we are prepared for what lies ahead. Are we ready to face that thing called reality which our parents and teachers have constantly warned us about? I was unsure if I would be prepared†¦show more content†¦I stood in the middle of my new cage nervously laughing out loud at the predicament I now found myself in. Desperate thoughts led me to considerations of scaling the walls or breaking a window. Even though I had only been in the frosty air a few minutes, I was already shivering. And then, I let a frightening thought cross my mind: what if I have to stay in here all night? I could freeze to death. I could just see the headline in the Record: Students Stupidity Leads to Severe Case of Hypothermia. New determination filled my numb body, and I turned instead to the collected know ledge from my years in this very building which now trapped me. It was as if the high school was mocking me, yelling, I hope you listened in all your classes, because now you need that information in order to save yourself. Forget finals, this was my final test of high school. Yet, I suddenly wasnt scared anymore as I thought of all the teachers who imparted lasting knowledge on me. Thanks to Mr. Fulton, I knew I should start jogging around to keep my body temperature up. Then, my mind darted to a random fact from Mr. Patterson s freshman Physical Science class: the body can go two days without water and two weeks without food. I knew I could at least survive until Monday if I had to. This was a relief considering my biology experience in Mr. Ballogs class taught me enough to know the vegetation in theShow MoreRelatedHigh School Graduation Speech : Family, And Seven Years Ago1593 Words   |  7 PagesHome is where your family is, and seven years ago, my â€Å"home† became Wilton Baptist Church. I had just turned twelve when my dad became the full-time pastor in Wilton, but I never thought a group of people could make me feel like I have known them forever. The past seven years has felt like a lifetime. While Wilton has an estimated seventy to eighty members, we are considered a â€Å"small† church. 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Taxation And Subsidy Policy An Example Of A New Fire...

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News articles from a range of years had identical the same write-ups about poverty, no changes at all†¦it’s still as rampant as of 2001 up to now. And they had similar reasons why it still goes on. Urban bias in public investment for infrastructure and provision of safety nets; implicit taxation of agricultural products and an overvalued exchange rate; direct taxation of agricultural exports and imports subsidies; subsidies for capital intensive technologies; favoring

A Semiotic Approach on How Meaning Can Be Created in an Audience Free Essays

A Semiotic Approach on How Meaning can Be Created In An Audience â€Å"Human intellectual and social life is based on the production, use, and exchange of signs† (Danesi, 2002) As Danesi (2002) states, signs are an integral part of society; from watching television, listening to music, reading, writing or talking, we are engaged in sign based behaviour. This engagement with signs is known as the study of semiotics. Dating back to 460-377BC, with the founder of Western medical science, Hippocrates, coining the term, then known as semeiotics, he described signs consisting of three dimensions; the physical dimension, known as the signifier, the referent, or signified, and the signification (Danesi, 2002). We will write a custom essay sample on A Semiotic Approach on How Meaning Can Be Created in an Audience or any similar topic only for you Order Now These dimensions only have meaning when â€Å"it has someone to mean to† (Williamson, 1978). In the 20th century, semiotic theory was developed by a group of semioticians, linguists, psychologists and cultural theorists, based on the saussurean-Piercean paradigm (Danesi, 2002). First introduced to the public in the 1950’s by Roland Barthes, to describe our mediated culture, semiotics is essential when creating an advertisement. Among other things, semiotics plays a significant role in engaging the intended audience- the buyer. Whether it is the elderly, teens, children, men or women, the placement of colours, text, images and other signs, play a key role in the success of the advertisement (Scott, 1994). By taking a semiotic approach, this essay will demonstrate how meaning can be created in an audience, by the analysis of two advertisements, and discussing how codes and context are central in the ‘anchoring’ of meaning. First introduced by Roland Barthes (1977), the notion of anchorage, discusses the linguistic essentials that can help anchor, or constrain, how a reader interprets an image: â€Å"to fix the floating chain of signifieds† (Barthes, 1977). The advertisements chosen are from differing and contrasting magazines; the first from iconic fashion magazine Vogue and the other from a men’s magazine, Men’s Health. These differing genres have been chosen to illustrate how contexts and codes within specific social relations, groups, classes, institutions, structures and things (Thwaites, Davis and Mules, 2002) play an integral role in creating meaning (Scribd, 2012). Much of what we have come to understand about society, is learnt from the texts that are presented around us; through Hollywood blockbusters, to novels and magazines. Chandler concludes that â€Å"life is thus lived through texts and framed by texts to a greater extent than we are normally aware of† (Chandler, 2001). This means that advertisements not only refer to ‘real world’ concepts that we deal with day to day, but they also make reference to other texts. The level of this ‘intertextuality’ (Fiske, 1987) is what influences social beliefs and ideals in the world we live in. The advertisement from Vogue (See ad 1) features a sepia- colour scheme, with an alluring female to the right, and a bottle of ‘j’adore Dior’ perfume, to the left. Many signifiers are present in this advertisement; the female (Charlize Theron), is dressed in an elegant gold beaded dress, with a high beaded neckline, drawing the viewers eye to her strong jaw-line and bronzed face. Her pose is that of elegance and power, the background light shining around her slim figure. The colour of the clothing, and overall image, compliment the golden-sepia tone of the bottle of perfume on the left. Chandeliers are placed around the perfume bottle, and out of focus behind the woman. The signifieds present are; the gold dress giving an impression of the woman being a high profile member of society of, chandeliers are present in homes of the wealthy and the sepia tones represent warmth. By using a female of celebrity status, the advertisements appeal rises with the wider female audience, due to her known status. The key connotations featured in this advertisement are; the gold coloured dress connotes wealth, elegance and popularity. The powerful and elegant stance of the woman connotes power a female will gain when wearing this fragrance. Due to her celebrity status, the audience can also feel empowered, with a ‘celebrity’ status. The sepia tones connote warmth, and invite the viewer to become involved with the advertisement. Along with the bronzed body of the woman, the French writing j’adore (meaning I love) adds an essence of romance, and connotes desire, and sex appeal. As the ad connotes power, it is open for both upper and lower/middle class woman to interpret. Upper class woman could strive to maintain power, whilst lower class desire to gain power, by using the product. The way the creators of the ad have placed the female in this position, in these surroundings, to represent the product, has been done deliberately to target the desired audience; woman have a desire to feel beautiful, powerful, and sexy, therefore the creator has appropriately placed the advertisement in a women’s very well known and popular fashion magazine, to gain maximum results from the targeted audience. Leiss (1990) states that â€Å"at the core of advertising’s purposes now is not the message itself as a communicator of meaning, but rather its relationship to the audience† (Leiss et al. , 1990). With the development of the theory of marketing segmentation, it is logical to therefore conclude that creators of advertisements don’t focus on the product, but the signs and codes that connate particular meanings of positivity that are related to a certain lifestyle, culture, or social group (Scribd, 2012). The connotations pervade media representations, and symbolise psychological or social themes and situations that are familiar and understandable to the audience (Danesi, 2002), in order to successfully sell the product. The advertisement from the Men’s Health (see ad 2), is selling ‘Tom Ford Perfume’. This somewhat controversial ad has many key signifiers. The male figure lying on a bed is the predominant focus, followed by a female hand with red nail polish touching the male’s chest. The object that is being advertised is only shown as a half. The basic colour scheme is black and white, with the exception of the red nail polish and orange cologne bottle. The signifieds present are; the male is an essential selling point of the advertisement, therefore he takes up the majority of the page. Sex appeal is what the advertiser is trying to convey, and the glimpse of a female hand can be seen as elegant and flirty. The key connotations are; the male figure as desirable and powerful- every woman would want an intimate connection with him. The red fingernails connote passion, desire, lust, and a thirst for action (Danesi, 2002). By using this cologne, the advertisement connotes that the user will become the ultimate object of desire, playing in to the male want of intimate connections with females. As the male figure has ‘sex appeal’ the advertisement encourages the partner of a male to purchase the fragrance, so she could have a ‘sexy’ male partner. The orange tone of the cologne bottle connotes warmth, stimulating the senses. When producers try to convey certain meanings, audiences may or may not assign the same meanings (Littlejohn, 1996). As mentioned in the first analysis, the advertisement is open to other audiences, whilst the male cologne ad is more closed, but it is up to the reader to decide whether or not they belong to the context or not. Signs are combined in to texts, but a text has no meaning on its own (Smagorinsky, 2001). It draws value from surrounding elements and from reader association, but also from what it is not (Littlejohn, 1998). The amalgamation of these creates the context in which the text functions; if you aren’t a wearer of perfume or cologne, you will have no interest in what it is trying to sell you, hence the importance of context. Thwaites and colleagues (2002) mention that â€Å"the social situations in which a sign is used may determine the appropriate content, type of sign and coding; signs contextual functions indicate the context in which it operates (Thwaites, Davis and Mules, 2002). Chandler explains that Stuart Hall pointed to the role of social positioning in the interpretation of mass media texts by different social groups (Chandler, 2001). Hall also suggested three hypothetical models of interpretive codes or positions for the reader of a text (Hall, 1980). But what Hall and also Chandler miss, is what happens when you don’t understand an advertisement at all? Because, as Griffin says; â€Å"like chameleons that take on the colouration of their environment, words take on their meaning of the context in which they are used† (Griffin, 2000). The opinion that the usefulness of semiotics decreases and is above all dependant on the skill of the interpreter is not new. Leiss (1990) argues that a key drawback for semiotics is that â€Å"it is heavily dependent upon the skill of the individual analyst† (Leiss, 1990). Less skilful analysts â€Å"can do little more than state the obvious in a complex and often pretentious manner† (Leiss, 1990). As Littlejohn (1996) states â€Å"meanings of a message are affected by events outside the message itself†, therefore the most successful advertisements focus on making sure the audience understands the content being conveyed (codes) and the content lays emphasis on certain meanings over others (context). In this perspective, the kind of magazine reflects how meanings are emphasised. Bignell (1997) even argues that â€Å"as well as being a collection of signs, the magazine is a sign in itself† (Bignell, 1997), the magazine is therefore a â€Å"powerful ideological force† (McRobbie, 2000) in society. Even though some postmodernists believe that texts are endlessly polysemic (Barthes 1977, Fiske 1987), meanings are still able to be communicated. Leiss (1990) argues that â€Å"for advertising to create meaning, the reader or viewer must do some ‘work’, because the meaning is not lying there on the page, one has to make an effort to grasp it† (Leiss et al, 1990). When analysing both of these advertisements, this statement is correct- the creators of the ad have given the reader ‘A and C’ but the reader must fill in the blank, or as it is known in this example, B. The application of semiotics in advertising varies significantly depending on the product being sold. Common themes almost always stay the same- the sense of freedom or excitement you get from purchasing a specific car or the feeling of popularity when you drink a certain type of alcohol (Messaris, 1997). This is done by using specific images, which resonate with the intended audience. For example, if there is an advertisement for a new Jeep, images of it going through all types of terrain will be shown, or alcoholic beverages are advertised at a party scene, all to make the audience want to buy the product (Messaris, 1997). As Chandler and Bignell suggest, signs and codes can be a medium itself, and described by Leiss (1990) â€Å"an ad is a mediator between creator and reader, standing at the confluence of the double symbolic process in the marketplace, where producers of goods try to attempt to construct one set of meanings, and where consumers use these meanings (along with meanings drawn from other sources) in the construction of their own lifestyles† (Leiss et al. , 1990). This is why semiotics is significant, even on a basic level, as it can show us how meanings have the ability to both construct and maintain particular social attitudes and ideals of a specific society. On a multifaceted level, the notion of intertextuality is intriguing and should be studied more widely as it exposes the many intricate ways in which contexts transfer from each other, showing how the contexts migrate from one another and portray the uncertainty of meaning. Appendix Ad 1. Ad 2. Bibliography Barthes, R. 1977, Image-Music-Text, London. Bignell, J. 1997, Media Semiotics: An Introduction, Manchester: Manchester University Press. Chandler, D (2001), â€Å"Semiotics, the basics†, Routledge. Culler, J. 1985, Saussure, London. Danesi, M. 2002, ‘An Outline of Semiotic Theory’, In Understanding Media Semiotics, London, pp 28-53. Dior, 2012, (‘Dior Advertisement’), Vogue Magazine, June 2012, pp. 1-2. Fiske, J. 1987, â€Å"Intertextuality† in Fiske, J, Television culture, Methuen Griffin, E. 2000, Communication; a first look at communication theory, McGraw-Hill. Hall, S, 1980, Encoding/decoding, In Centre for Contemporary Cultural Studies (Ed. ): Culture, Media, Language: Working Papers in Cultural Studies, London. Leiss, W. Kline, S. amp; Jhally S. , 1990, Social Communication in Advertising: Persons, Products and Images of Well-Being, 2nd Edn, London. Littlejohn, S. 1996, Theories of Human Communication, 5th Edn, Wadsworth. McRobbie, A. 1995, Feminism and Youth Culture, 2nd edition, Macmillan Press, London. Messaris, P. 1997, Visual Persuasion: The Role of Images in Advertis ing, Sage. Scott, M. 1994, ‘Images in Advertising: The need for a Theory of Visual Rhetoric, Journal of Consumer Research, vol. 21 No. 2, pp. 252-273. Scribd 2012, Scribd, Date Accessed 25 May 2012, http://www. scribd. om/doc/22099314/Semiotic-analysis-of-two-ads? amp;lang=en_usamp;output=jsonamp;session-id=74ea6fd65172766fface3eec2d5bfb14. Smagorinsky, P. 2001,’ If meaning is constructed, what is it made from? Toward a cultural theory of reading’, Review of Educational Research, vol. 71, pp. 133-169. Tom Ford, 2010, (‘Tome Ford Advertisement’), Men’s Health Magazine, March 2010, pp. 2. Thwaites, T. , Davis, L. amp; Mules, W. 2002, Introducing Cultural and Media Studies; a semiotic approach, New York. Williamson, J. 1978, Decoding Advertisements; Ideology and Meaning in Advertising, London. 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Significant Complexities

Question: Discuss about the Significant Complexities. Answer: Introduction: During my training period, I had to treat different types of patients with significant complexities in their illness. These experiences and dealing with those complex situations has preparedly me accurately for a nursing career. I would like to explain one of those events to describe how I have learned to treat critical patients and make my best judgment in nursing. Example (Reporting on the issue): During my training, once I was asked to look after a patient with critical burn injury. The patient had suffered 60% burn injury in different parts of her body, and I was required to monitor her and manage her condition for the first 72 hours. This was important because the patient condition can deteriorate due to sustained burn in an enclosed place or due to swelling of burnt portions. Action (Analysis, relating and reasoning of patients care): As it was my first experience of dealing with a burn patient, I knew I would have to face various challenges while undergoing my responsibility as a nurse. However, I had knowledge about the common complications seen in such patients. I felt that if I could manage that complexity accurately in the patient, then my purpose of care for the patient would be served. Firstly, such patients are vulnerable to bacterial infection and increase risk of sepsis due to burn (Clark et al., 2013). I was very attentive regarding any signs of sepsis and wanted to prevent any such infection in patients as it may also lead major complications like organ failure. My priority was to manage the complication and reduce pain in patients. First of all, I did the full head to toe assessment of the patient to identify any clinical issue or deterioration in the patient. I also assessed the airway potency and breathing rate in the patient. She had blackened sputum and singed nasal hairs. But I had no idea what this signs indicated. My nursing staff taught me that such mean patient had suffered burns in an enclosed place which has caused inhalation injuries. Pain assessment was also done on the patient to determine the extent of pain and discomfort due to burnt skin and edema. On analysis of patient condition, I realized the nurisng care for this patient is quiet different from other patient that I have treated. (Ignatavicius Workman, 2015). I started with monitoring the patient's vital signs after every 5-6 hours. To prevent any bacterial infection in patients, I implemented isolation techniques to protect the patient from sources of cross contamination by visitors and medical equipment. I ensured that environment around her was safe and clean. At the time of dressing of wounds, I utilized strict aseptic technique to prevent direct wound contact. To prevent sepsis, my approach was to examine wounds daily to assess the appearance, odor and quantity of drainage from wounds (Barr et al., 2013). I tried to implement patient-centered nursing care. Another important nursing care goal for me was to maintain fluid balance in the patient. I knew that burn in the patient caused damage to their blood vessels and caused fluid loss. The patient generally suffers from hypovolemia. Severe blood and fluid loss may also have an impact on the functioning of the heart (Sole et al., 2013). To reduce this complication, I monitored urinary output and wound drainage of patients. During the initial 24-72 hours of burn injury, the patient may experience increased capillary permeability, inflammation, and evaporative losses. I recorded the exact amount and type of fluid intake the patient was taking. My purpose was to prevent rapid fluctuation or fluid overload in patients (Grove et al., 2014). The majority of burn patients also suffer breathing problems because of inhaling smoke. As my patients suffered burn injuries, she also had problems in breathing. I had already observed the patient for inhalation injury in the beginning. While assessing breathing pattern in a patient, I found she had labored respirations, and I observed signs of hypoxia in patients. I encouraged the patient to cough frequently and perform deep breathing exercise to promote lung expansion. My strategy was also to change patient position frequently to promote mobilization in patients (Schultz et al., 2012).. I discouraged use of the pillow. Instead, I elevated the head of bed of patients to promote better lung expansion and respiratory function. The patient was also grimacing with pain. I wanted to minimize pain in the patient as far as possible. Temperature change and air movement cause great pain to nerve endings in the wound. I consulted the doctor and gave necessary analgesics like morhpinem or fen tanyl. Regarding my duty towards the patients to reduce pain, I tried to give pain relief by hydrotherapy during dressing and debridement procedure (Yuxiang et al., 2012). Result (Reconstructing): After complete commitment towards my job of caring for the burn patient till ten days, I found that major complications of the patient had reduced, and she was now able to cope with her injuries. The patient responded well to my nursing intervention. Dealing with this patient gave me a lot knowledge regarding the specific care required for burn patients. I had learnt a lot from the complication that arose in this patients and in future I will be to treat burn patient in a b better way. This experience gave me the confidence that I am accurately prepared for a nursing career. Reference Barr, J., Fraser, G. L., Puntillo, K., Ely, E. W., Glinas, C., Dasta, J. F., ... Coursin, D. B. (2013). Clinical practice guidelines for the management of pain, agitation, and delirium in adult patients in the intensive care unit.Critical care medicine,41(1), 263-306. Clark, D. E., Lowman, J. D., Griffin, R. L., Matthews, H. M., Reiff, D. A. (2013). Effectiveness of an early mobilization protocol in a trauma and burns intensive care unit: a retrospective cohort study.Physical therapy,93(2), 186-196. Grove, S. K., Burns, N., Gray, J. R. (2014).Understanding nursing research: Building an evidence-based practice. Elsevier Health Sciences. Ignatavicius, D. D., Workman, M. L. (2015).Medical-surgical nursing: Patient-centered collaborative care. Elsevier Health Sciences. Schultz, C. H., Koenig, K. L., Whiteside, M., Murray, R., National Standardized All-Hazard Disaster Core Competencies Task Force. (2012). Development of national standardized all-hazard disaster core competencies for acute care physicians, nurses, and EMS professionals.Annals of emergency medicine,59(3), 196-208. Sole, M. L., Klein, D. G., Moseley, M. J. (2013).Introduction to Critical Care Nursing6: Introduction to Critical Care Nursing. Elsevier Health Sciences. Yuxiang, L., Lingjun, Z., Lu, T., Mengjie, L., Xing, M., Fengping, S., ... Jijun, Z. (2012). Burn patients experience of pain management: a qualitative study.Burns,38(2), 180-186.