Brief and Time-limited Therapy: Types and Effects

Brief and Time-limited Therapy: Types and Effects Brief Therapy – Promising or Abusive? Brief and time-limited therapy experienced much controversy about its usefulness before it has finally established itself as a valid form of therapy for certain patient populations while being accepted by most professionals in the field. Some therapists have even hailed brief therapy as having already filled the place of longer-term psychotherapy and having emerged as the 21st century’s preferred treatment (Carlson Sperry, 2000). This brief paper intends to investigate whether these assertions are acceptable or whether brief therapy should be rejected in favour of traditional longer-lasting intervention models. Definition and Characteristics of Brief Therapy Brief therapy is neither unequivocally defined nor represents a unity as demonstrated by Sperry (1989) who compared eight contemporary brief therapy models. He concluded that none of the investigated models would agree upon the ideal clients to treat, the ideal definition which decides over what is exactly comprised by the term brief and most importantly in the targets and aims for brief therapy (Manaster, 1989). The present paper will focus on these points and also emphasise the practical and ethical bases for brief therapy. Psychotherapy generally embraces a therapeutic negotiation which can last from a few months to a few years (brief vs. long-term therapy) although these therapeutic transactions may even take place after shorter periods of time during a therapeutic dialogue. Notwithstanding, there was for a long time the notion persisted among leading therapists that the longer a therapy endures the better the improvement experienced by the patient (Fiester and Rudestan, 1975). This belief, however, was neither backed up by scientific research nor by clinical experience. In contrast, recent research repeatedly and uniformly demonstrated that therapeutic interventions which are designed for shorter amount of sessions are more effective than longer lasting interventions (Sperry, 1989). As a result of these findings, brief therapy enjoyed greater popularity and it became necessary to finally formulate the brief therapy model more thoroughly. Thus, Koss and Shiang (1994) identified in the fourth edition o f the Handbook of Psychotherapy and Behaviour Change the basic principles of brief therapy. They concluded that it involves around six general considerations that enable therapeutic processes to be brief: 1) time-limitation 2) focus on change over the client’s life span, 3) working alliance between counsellor and client, 4) therapists pro-activeness, directiveness, optimism, 5) flexibility of technique, 6) focus on termination issues (Nicoll, Bitter, Christensen, and Hawes, 2000; Bitter and Nicoll, 2004). Number of Treatment Sessions A fundamental and enduring discordance between idealised hypothesis and realisable practice involves the average number of treatment sessions undertaken by patients. Hansen, and colleagues (2002) discovered that the median number of treatment sessions in time-unlimited therapies is below seven. However, after having reviewed the literature it can be said that most definitions regard brief therapy as including at maximum 20 to 30 sessions while the numbers appear arbitrary. Most investigated interventions, however ranged from seven to 25 sessions (Sperry, 1989). Shulman (1989) notes that prior to the emergence of psychoanalysis the necessary time period for psychotherapy was not an issue. Nonetheless, by the time psychoanalysis indicated to be both popular and lengthy length of time required for successful psychoanalysis interventions became an issue. Ferenczi (1951) and Rank (1945) pioneered in finding new ways to reduce the treatment period. Consequently, Shulman (1989) defined brief therapy by the therapist’s endeavour to significantly improve the client’s condition in a short period of time while Gentry (1981) described brief therapy as emphasising on â€Å"current observable behaviour and social interaction.† Brief therapists, as a conclusion, excludes the exploration of childhood traumas and experiences as it is not intended to make the client aware of impact of past experiences upon current functioning. Thus the fundamental aspect of a brief therapy definition seems to be the focus on keeping therapy short and limited rather than specifying the maximum allowed amount of necessary time (Manaster, 1989). Limiting targets and time are the two ways which have been identified by therapists as making it possible to keep therapies as short as possible. Limiting targets involves reducing the attention to a specific resolution of an identifiable trouble or problem. This approach is characterised by under standing individuals in parts in such a form that it is possible to treat their crisis more briefly. Those who prefer a more holistic approach regard patients as more complex and believe that thus it is only feasible to treat solely superficial dilemmas and crises. Consequently, according to Evans (1989) it is very complicated to vindicate the limiting of targets in a holistically based therapeutic transaction (e.g. Individual Psychology). The matter of setting joint targets is important as clinicians often have different expectations about treatment results than their clients. Whilst most therapists attempt to succeed in achieving more complex and thorough treatment results most clients are normally requiring relief from psychotherapy (Beutler and Crago, 1987). As a matter of fact, the therapist should strive towards being professional, and thus, offer as many sessions as necessary. As a consequence of choice given to clients or economic and policy considerations, the norm in both Britain and America is that to undertake brief therapy in no more than about 25 sessions. The new trend, however, are currently so-called ultra-brief therapies which involve therapies of less than six sessions. Again, these ultra-brief therapies result due to treatment services and resource constraints. A few recent experiments have already tried to establish its usefulness. Copeland and colleagues (2001), for instance, contrasted one- and six-session cognitive-behavioural interventions aiming on clients to cease and maintain abstinent from cannabis usage and revealed that only the six-session group demonstrated observable decreased amounts of cannabis consumption relative to controls while one-session programmes resulted only in marginally significant reductions in cannabis usage. Brief Therapy Conditions (Referral, Contracts) As Randolph (1992) maintained â€Å"brief therapy is viewed as realistic and geared to the demands (and needs) of clients and not to the restraints of the market place† (p.159). In other words, brief therapies are more client-focused and centred in contrast to long-term therapies and therefore it is important to consider for which type of clients brief therapy is more meaningful and promises to be more effective. Hence, both referral out and in should be based upon cautious and thorough assessment of patient’ suitability for brief therapy. Most time-limited work takes place in settings and as a consequence involves more than the therapist alone. In essence, what is made available to the patient is usually determined on the applied exclusion and inclusion criteria. Additionally, the practising counsellor should be preferably the only person who decides over what exactly can be done to improve the patient’s condition, who is the ideal person to assess the present client and future patient and how the therapy has to be set up, contracted, conducted, and ceased. Due to limited resources it is not always possible to consider the client’s choice over what s/he desires to receive. Both prognosis of potential outcome and availability play mostly a more important role than the patient’s ideal therapy plan. There are no strict rules of how contracts have to be negotiated as they are very context specific. They can be arranged as Mander (2003) noted by â€Å"the therapeutic couple or by service managers who hold the purse strings and stipulate the number of sessions allowed.†Ã¢â‚¬ ¦Starting clients off will depend on whether they are ready to engage in an active working alliance and have sufficient trust to reveal at assessment the extent of the emotional crisis that has made them seek help.† (p.486-487). Although both parties generally agree on the fact that the therapy should remain brief it should be possible to arrange a prior or post-therapy referral-on when a serious problem and crisis has been discovered. This referral-on should be very flexible and could even include relocation and therapist change if necessary. It makes sense to regard brief therapy as a kind of pit-stop which has the power to update, re-energise and adjust the human minds vehicle while allowing the individual to come back to the repair station whenever it is neede d again. Thus clients can be accompanied by brief therapies from childhood to maturity. Self-evidently not everyone will be in need of constant check-ups and pit-stops as the majority of individuals will adapt and acquire skills to deal with the working-through processes independently. The therapist him or herself can view this service as similar to intermittent parenting of an individual (Mander, 2003). Despite the fact that some (e.g. Bitter and Nicoll, 1994) view the integration of time limits into the intervention programme as leading to both meeting and leaving people in the middle of their lives other researchers are of the opinion that it must be possible to extend the contract in a therapeutic alliance and that the counsellor must even feel free to transform a brief therapy into a long-term therapy. In a nutshell, in deciding who to treat, clinicians of different fields should aim to match their techniques, clinical experience and theory with patients who they evaluate as being ideal to be helped by this intervention model. Whitaker (1996) noted furthermore that some groups like students with disabling emotional problems should not be included in brief therapy programmes. Likewise, severe eating or personality illnesses or serious sexual perversion and severe alcohol and drug addiction are hardly curable in intensive but limited and brief therapeutic interactions. Cooper and Archer (1999) added that the clinical service mission and criteria for therapy must underlie a well-defined, unambiguous and clear assessment model like the Diagnostic and Statistical Manual of Mental Disorders (DSM IV). Suggestions for a Counsellor in Training Starting to practise as a brief therapist is both very challenging and rewarding. However it can also become difficult to constantly motivate oneself to continue if the desired outcomes do not become evident in the short available time. It is rewarding as one has the opportunity to see how patients’ conditions transform and improve in a short period of time whereas achieving set goals is certainly an uplifting and worthwhile experience. The real secret and difficulty for the beginning counsellor is, however, to know themselves perfectly and to not only be aware but also to tightly monitor one’s strengths and weaknesses. For example, â€Å"being able to bear the repeated hellos and goodbyes of brief therapy may depend on how the therapist has managed the meetings and partings in their own life, and their ability to focus on significant psychodynamic details will be a function of how they analyse their own life experience in terms of linking past and present†. (Mander, 2003; p.498). Without both it is rarely possibly to allow patients to move on when their contract has terminated. Discussing and being aware of transference helps additionally not to hanker about past clients while receiving and accepting new patients in need of brief therapy. It is debatable whether a young counsellor has already achieved a certain level of maturity which is necessary in order to accept imperfect rather than ideal treatment outcomes. Consequently, one must permanently be empowered to control for the balance in both the practitioner’s and patient’s expectations while being utterly optimistic that both expectations will be met. One has to constantly bear in mind that the client needs to leave the treatment sessions with a positive impression and feeling as a client will have to force and push him or herself real hard to ask for help the next time s/he needs therapeutic help again. Conclusion By setting targets and a time limit clients may feel that they are not imprisoned by the therapy but that an improvement of their condition is both in sight and tangible. This optimism unleashes positive energies which benefit the overall therapy. Additionally, patients may perceive for the first time that the therapy is more tailored to their own needs and that the therapist is not so much interested in the potential commercial benefits but is more concerned that the set goals are achieved in a brief period of time. The fact that clients may feel better understood enables a beneficial therapeutic relationship to develop which facilitates clients to come back after the brief therapy and attempt to tackle another experienced personal problem or crisis. References Bitter, J. R. and Nicoll, W. G. (2000). Adlerian Brief Therapy with individuals: process and practice. Journal of Individual Psychology, 56(1), p31-46. Bitter, J. R. and Nicoll, W. G. (2004). Relational strategies: two approaches to Adlerian Brief Therapy. Journal of Individual Psychology, 60(1), 42-66. Beutler, L., and Crago, M. (1987). Strategies and techniques of prescriptive psychotherapeutic intervention. In R. Hales and A. Frances (Eds.), Psychiatric updates: American psychiatric association annual review. Washington, DC: American Psychiatric Press. Cooper, S. and Archer, Jr, J., (1999). Brief Therapy in college counselling and mental health. Journal of American College Health, 48(1). Copeland, J., S., Roffman, R., and Stephens, R. (2001). A randomized controlled trial of brief cognitive-behavioural interventions for cannabis use disorder. Journal of Substance Abuse Treatment, 21, 55-64. Evans, T. D. (1989). Brief Therapy: the tradition of individual psychology compared to MRI. Individual Psychology: The Journal of Adlerian Theory, Research Practice, 45(1/2), p48-57. Ferenczi, S. (1951). Further contributions to the theory and techniques of psychoanalysis. New York: Basic Books. Fiester, A. and Rudestan, K. (1975). A multivariate analysis of the early treatment dropout process. Journal of Consulting and Clinical Psychology, 42, 528-535. Garfield, S. (1986). Research on client variables in psychotherapy. In S. Garfield and A. Bergin (Eds.), Handbook of psychotherapy and behaviour change. New York: John Wiley Sons. Gentry, D. L. (1981). Brief therapy. In R. J. Corsini (Ed.), Handbook of innovative psychotherapies. New York: Wiley. Hansen, N. B., Lambert, M. J., and Forman, E. M. (2002). The psychotherapy dose-response effect and its implications for treatment delivery services. Clinical Psychology: Science and Practice, 9, 329-343. Koss, M. P., and Shiang, J. (1984). Research on brief therapy. In A. E. Bergin and S. L. Garfield (Eds.), Handbook of Psychotherapy and Behaviour Change (4th ed.). (pp. 664-700). New York: Wiley. Manaster, G. J. (1989). Clinical issues in Brief Psychotherapy: a summary and conclusion. Individual Psychology: The Journal of Adlerian Theory, Research Practice, 45(1/2), 243-248. Mander, G. (2003). Dilemmas in Brief Therapy. Psychodynamic Practice, 9(4), 485-500. Nicoll, W. G., Bitter, J. R., Christensen, O. C., and Hawes, C. (2000). Adlerian brief therapy: Strategues and tactics. In J. Carlson and L. Sperry (Eds.), Brief therapy strategies with individuals and couples (pp. 220-247). Phoenix: Zeig/Tucker. Randolph, J. L. (1992). Brief Therapy: myths, methods, and metaphors. Health Social Work, 17(2), 159-160. Rank, O. (1945). Will therapy: truth and reality. New York: Knopf. Shulman, B. H. (1989). Some remarks on Brief Psychotherapy. Individual Psychology: The Journal of Adlerian Theory, Research Practice, 45(1/2), 34-38. Sperry, L. (1989). Contemporary approaches to Brief Psychotherapy: a comparative analysis. Individual Psychology: Individual Psychology: The Journal of Adlerian Theory, Research Practice, 45(1/2), 3-26. Whitaker L. C. (1996). Treating students with personality disorders: a costly dilemma. J Coll Student Psychotherapy, 10(3), 29-44.

Democratic Government and Monarchy

Democratic Government and Monarchy The types of system of government Democracy and Monarchy are different from each other. The actual founder of the modern democracy was John Locke, who argued with Thomas Hobbes, the one who believed that one person king or queen should rule. Government has been an issue throughout time. Many different governments have been established, demolished and replaced over the time, but the question is which one is better?In democracy they give the people more freedom, and more voice to choose what is best for them, however in absolute power the ruler gets to choose what is good for the people or not. It’s becoming hard to decide the type of government system is best suitable for the society we live in. Monarchy and democracy both have advantages, and disadvantages, indeed; government is never established without them. Let’s first look at Monarchy. Monarchy is a system of government ruled by king or queen. People follow the throne; members of t he ruling family.The ruler decides, and gets to choose the best for country. Otherwise, there are some punishments given to the people. The system of monarchy is been established in many places throughout the time in different places. One of the big places is England where this system is still accepted even in this postmodern twenty first century. England has had good and bad kings, queens and both. One of the kings that England had was by the name of Henry the VIII, who comes in the bad category of the rulers.Henry the VIII was a good king, however his secretive, acquisitive, and untrusting qualities lead to downfall. He went against the church in order to execute one of the sixth wives â€Å"Anne Boleyn† for not producing a male heir to his throne. When Henry VIII died his only son Henry IX succeeded him. When his son died, Henry the VIII’s first daughter Mary, ascended the throne. She was raised as a catholic and was intent to make the entire country of Catholic, an d then she earned the title of â€Å"Bloody Mary†. Elizabeth succeeded her, and she was one of the good rulers that England had.Elizabeth was a beloved queen to England and ruled for forty four years. There are some advantages and disadvantages of Monarchy. History is witness that monarchy came out ahead of democracy, however the economists call it â€Å"time Preference†. The best advantage of having a monarchy is that there is always someone higher up than the peoples elected Representative like the prime minister. The monarch has no political preference so is balanced and is able to guide the PM in running the country. Let’s pretend that king or queen is so fair that everything in the country runs smoothly.Then not only government, but also society would be willing to have monarchy in that country. And if king and queen govern so cruelly, then the citizens would be unhappy to live in that country and there will be revolutionary war or civil war that ruin prosp erity of the country like how this happened in Nepal from 1996 to 2006. The problem with any hereditary absolute ruler is the possibility of too much power in the hands of a person unsuitable for maintaining it. History is witnessed with examples. The great roman emperor Augustus was succeeded by the likes of Caligula and Nero.The warrior king Edward I followed by the useless Edward II. The list goes on. It was great if the monarch was a ‘good' king or queen. But if you had an incompetent tyrant on your hands it could be disastrous. Also, an advantage is that less people in charge means less arguing, and it becomes easy to take action, instead of wasting time. Now let’s start with democratic system. The other government system is Democracy, is a form of government in which people freely elect their representatives to govern them. In democratic countries, what majority wants is established.The good example of the Democratic government is Rome in early renaissance. Rome h ad the best democratic government at this time. The element of that system of government can be found in United States. The veto system used today by the president of the United States was also used in Rome’s democratic system. As we can see from the government used in the United States today, where all people have right to say in the issues of country, is better for all and much better than a monarchy. Here are some advantages and disadvantages of democratic government.The democratic system can be established for changes in government without violence. In a democratic system, authority can be transferred from one leader to another by the jurisdiction of citizens of the country determines their ruling authority. This makes the ruling authority grateful to the citizen, and this serves as their motivation of freedom towards citizen, which maintains peace. The most important advantage of the democracy is that by claiming the leader citizens gain a sense of participation in the e lections to choose their government.Citizens of the country feel free to voice their opinions in the process of choosing the authoritarian, and this gives rise to a feeling of nationalism in their mind. Disadvantages In a democratic nation, people have all the right to elect their leader, however mostly people do not vote due to the lack of knowledge the political scenario in their country, and this results making people wrong choices. The leaders rule for a short period of time, and this results them to focus on winning the election rather than working of their people.Every form of government system is guaranteed to have some drawbacks. There are different views about both political systems. Whether a government system is democratic or monarchy, they both serve the same purpose that is run its country. Their similarities, advantages, and disadvantages have to be evaluated carefully in order to have a good conclusion. Both governments are considerable on both sides. When Thomas Hobb es looked out of his window, he saw the entire bad things that could happen in a democratic government and he decided to believe that there should be an absolute power.On the other hand, John Locke saw the society in a good way and he believed that society should have more rights than they do. Two philosophers are so good in their work yet so opposite their beliefs helped to decide the criteria of society. World is coming into a new era, and countries with monarchy type of government are hard to establish, however it’s not impossible to see this system. It depends on the society we are living in and the type of government will establish which fits within the society, and this concludes that both Democratic and monarchy system of government are efficient.

Exploring duality in Dr Jekyll and Mr Hyde Essay

When Stevenson wrote the novella ‘Dr Jekyll and Mr Hyde’ he seemed to have been influenced by various ideas. The first goes all the way back to an ancient Greek philosopher ‘Plato’. His theory of dualism was imaged as two horses clashing with one another. He believed that every human being was a charioteer trying to keep them balanced and in control. One horse being black representing the animal demonic side; this is the side being harder to control and contains instinctive drives. This expresses the dark side. Stevenson took this concept to another level and gave off the impression that in his novella the dark horse had been liberated taking over the white horse. The white horse portrayed intelligence, moral senses, and the angelic side of mankind. This side had less energy but responded to all the commands exactly. Jekyll evidently being a scientist had more characteristics of the higher horse (white), but every one has a demonic side it is natural to have a bit of dark side to them. Hyde stood by the dark horse he was all defective and didn’t take any consequences for his actions. Hyde’s charter was vey monstrous and beastly. This takes me onto the idea of Charles Darwin; his concept to duality was the idea of there being a ‘beast in a man’. He believed that mankind originated from apes. He also believed that there was two parts to human nature. Stevenson took this to an extreme when he introduced the character ‘Hyde’. Although there isn’t an exact description of Hyde’s appearance, Enfield did say in the first chapter â€Å"He is not easy to describe, there is something wrong with his appearance; something displeasing, something downright detestable†, â€Å"and he must be deformed somewhere†. This quote is the best to show the beastliness of Hyde. His actions also are not very human like a good example of this is when he tramples over a little girl. Stevenson adapts Darwin’s idea to his novella. The third and final influence was the Victorian society at the time. In this society men were forced to ‘hide’ their secrets from their public lives. There was a lot of hypocrisy in the Victorian times. People said one thing and did the other. Stevenson takes this idea; this influence is proved in the first chapter when Enfield and Mr Utterson talk about ‘Hyde’. â€Å"No sir I had a delicacy; was the reply ‘I feel very strongly about putting questions; it partakes too much of the style of the day of judgement. You start a question, and it’s like starting a stone, you sit quietly on top of the hill; and away the stone goes, starting other;† â€Å"and the family have to change their name. No sir, I make it a rule of mine: the more it looks like Queer Street, the less I ask. This is stating the fact that people in the Victorian times stayed out of each other business as they didn’t want people to ask about their personal lives. Men in those times got away with almost anything in Hyde’s case he got away with murder. People kept them selves to their selves, but they felt it was right to ask about other people. This shows dualism in a way that people were two faced as they kept secrets form each other. Before Jekyll become a scientist he was a very happy man that loved life and lived it to the fullest. Jekyll was born with everything given to him, he wanted to enjoy life but also wanted to have a status in the public eye; he wanted both things. This explains the duality of life. Jekyll says in one of the chapters ‘in concealed in on my own pleasures’ this means that his pleasure and desires were kept to him self. In order to achieve in life, he felt that he had to hide his faults from the world. The first information we are given about Dr Jekyll is form his old friend Dr Lanyon; he mentions the reason why they do not see much of each other. â€Å"Jekyll became too fanciful for me†. And that Dr Jekyll was interested in â€Å"such unscientific balderdash† This partly explains Jekyll personality as these comments would make the reader curious to know what Dr. Jekyll is up to. Later in the novella Jekyll makes his first appearance, he is described to be a ‘large, well made, smooth-faced man of fifty†¦but every mark of capacity and kindness†. To the reader he appears to be a kind man who you would not expect to do anything wrong. This is a sign of dualism in a way that Jekyll is given a false upfront of what he is really like. Jekyll also describes his personality as a â€Å"gaiety of disposition† Stevenson deliberately made this quote vague, but it instantly shows the slyness in Dr Jekyll does not want to tell anyone about his personality or life and exactly the things he got up to. This was because in the Victorian times you couldn’t talk about ‘prostitutes’ this was classed as completely wrong, you would be discarded from the society. Jekyll wanted to explore the dualism in a man and so he did; split his personality into good and evil. This is why he came up with the potion. When Jekyll first take the potion he describes his feelings in ‘The strange Case of Dr Jekyll and Mr Hyde’ Jekyll says at first ‘The most racking pangs succeeded’ he was in great pain, but then rapidly the feelings changed to the ‘incredibly sweet’ † I felt younger, lighter, happier in the body† already he experiences freedom. Jekyll was able to see a new side to the world, the evil side! He explains that these feelings ‘delighted him like wine’. Moreover, Jekyll desire from early life is to separate the two selves that are apparent but equally present. Jekyll learns how to free Hyde. But did try to control Hyde coming out, when Jekyll tries to cage Hyde for good, when he tried this Hyde didn’t come out for a long time, but Hyde was itching to come out, in the end Hyde burst out stronger than ever and becomes the more dominant one. Hyde was the powerful one while Jekyll loses the control he could maintain when he alone had actions. Jekyll becomes addicted to Hyde there for more dosages were needed. Eventually it is clear that Dr Jekyll is no longer in conduct of the transformation. In Henry Jekyll full statement of the case he says ‘I had not wakened where I seemed to be but in the little room in Soho where I was accustomed to sleep in the body of Edward Hyde’ Jekyll says he wasn’t in control anymore. A proof of this is when he says â€Å"yes I had gone to bed Henry Jekyll, I had awakened Edward Hyde† Dr Jekyll is more accepted into the society as being a scientist, people look up to him and respects him. In Jekyll full statement of the case he says â€Å"I found it hard to reconcile with my imperious desire to carry my head high, and wear a more than commonly grave countenance before the public†. This is telling us that Jekyll is giving off the impression that he is good at his profession almost being bigheaded. Hyde is the complete opposite his actions do not have consequences; Hyde’s behaviour is very ape like, just like his appearance (this goes back to Darwin’s theory.)The other characters cannot describe his outside shell as it is too hideous to describe. Hyde’s character is extremely cruel and evil. For example when he just tramples over the child in the first chapter, this shows the lack of respect for others. It also shows he is amoral. Stevenson used this marked contrast to make his point in dualism; every human being contains opposite forces within them, there’s always a different person behind a facade. This shows dualism in a whole different level. Stevenson used an aptonym for Hyde as his character â€Å"hides† in another character. The style of Stevenson’s writing is sometimes complicated as some of the sentences are longer than modern readers would normally read. Also the vocabulary is dated, and a lot of the words in the novel are no longer used. The most complex parts of the story are in Jekyll’s confession at the end. Sometimes Stevenson uses metaphors such as when Mr Enfield describes where he first met Mr Hyde as â€Å"some place at the end of the world†. He uses a lot of similes to show how inhuman Hyde really is, for example â€Å"like some damned Juggernaut† and â€Å"like Satan†. Alliteration highlights the unpleasantness of Mr Hyde; he is described as â€Å"downright detestable† and â€Å"hardly human†. Onomatopoeia emphasises the animal qualities of Mr Hyde by describing the sounds he makes as â€Å"hissing†, â€Å"snarled† and â€Å"husky†. Throughout the novella the theme of ‘hypocrisy’ is very large. Almost every character is a hypocrite take for example the police man. When the police man realised that the victim of the murder was a famous MP. You can tell from the police man face that his professional ambition meant a lot, as this would better his career and maybe lead to an early retirement. Jekyll is the ultimate hypocrite in the novella although he lives part of his life as someone else he cannot accept the natural evil inside him so he separates them. Hyde’s house keeper is another character that shows hypocrisy. She displays â€Å"odious joys† when she hears that her employer, Mr Hyde is in trouble with the police. She is described as having a face that is â€Å"worn smooth† with hypocrisy. Stevenson often uses the weather to reflect the evil within the surroundings. For example some scenes are described as foggy, which creates a sense of eeriness and mystery. Also wind is used to make the environment seem like it is full of violence and menace. Changes in the weather, for instance when Poole and Utterson are getting ready to break into Jekyll’s laboratory, also create a dark and evil atmosphere as when the wind caused the clouds to cover the moon. The house itself shows secret and hypocrisy as well. In contrast the door of Dr. Jekyll home â€Å"wore a great air of wealth and comfort†, whilst the inside of the house is described as â€Å"warmed †¦ by a bright, open fire, and furnished with costly cabinets of oak†. The good friend of Dr. Jekyll, Mr. Utterson, often spoke of it as â€Å"the pleasantest room in London.† This gives a totally different impression to that of Mr Hyde’s home. The description of Mr Hyde’s door would make it appear that the house was abandoned by the state of it. But as you enter the house there is a sense of elegance, luxury and good taste. You would expect it to be empty and unclean. A Victorian reader would not associate these two people together as they both live in different environments. They would only realise the association between them when Mr Hyde presents a cheque to the child’s family, bearing Dr. Jekyll name. This would make the reader curious of how these two know each other. However later on the reader is surprised to see that the inside of Mr Hyde’s house contains good wines, good pictures, silver plates, elegant table linen and thick carpets. These are items you would expect to see in Dr. Jekyll house. The dualism in Dr Jekyll and Mr Hyde is almost similar to the modern days. Jekyll as a scientist had a super ego. He was very intelligent to come up with a potion that split a mans personality, but when the character Hyde occurs, he is the complete opposite. As humans we want a balanced ego, we want desires to be fulfilled but not all desires are good. So this makes a dynamic equilibrium. This was the theory of Freud. Jekyll is dominated by superego but Hyde being the id is trying to push his way in, which he does succeed in the end. In my opinion I think that Jekyll has a balanced ego as in the end he wanted to destroy both good and evil. I think this shows he is being considerate as he could have carried on being Hyde if he wanted to. â€Å"There comes an end to all things; the most capacious measure is filled at last; and this brief condescension to my evil finally destroyed the balance of my soul†. I think this is Jekyll thinking in terms of his super ego as I think this q uote shows that he wants to get rid of Hyde as the emphasis is on the word â€Å"finally†. The dualism in the story is significant to the book, without duality in the book it would have a different perspective on the whole. Stevenson’s main aim was to put his point across about duality. Stevenson reveals that the duality of human nature runs deeper than good and evil to rational versus and reputation versus true nature. Stevenson also uses different narrators to the book to give an alternative view on Hyde and Jekyll. No single account could explain to the reader the views of characters associated with Jekyll and Hyde. For example without the support of his friend Utterson, Jekyll would not be as strong Overall I think that this novella is very complex, but has an excellent understanding to it. I think Stevenson put the theme of â€Å"duality† init in an interesting way and related it very well to the Victorian society at the time. Stevenson also comments on the constant war and balance between the two characters. â€Å"There comes an end to all things; the most capacious measure is filled at last; and this brief condescension to my evil finally destroyed the balance of my soul†. In almost all stories the good always wins in the end as Jekyll rightly committed suicide as there was no other way out. However it also could be seen as the evil getting the best of the good side as Hyde took over Jekyll’s life and Jekyll producing the potion in the first place. I think that the story relates to this day and age in a way that people are hypocrites and have two sides to them, it gives a strong message to what could happen in the outcome.

Air Asia Marketing Plan - 17833 Words

AirAsia BERHAD MARKETING PLAN No. CONTENTS PAGE 1.0 Executive Summary 1-2 2.0 Introduction 3 2.1 Background and History of AirAsia 3-4 2.2 Vision Statement 5 2.3 Mission Statement 5 2.4 Objectives 5 3.0 Environmental Analysis 6 3.1 PESTEL Analysis 6 3.1.1 Political Factors 7-8 3.1.2 Economic Factors 8-9 3.1.3 Social Factors 9-11 3.1.4 Technological Factors 11 3.1.5 Environmental Factors 11-12 3.2 PORTERs 5 Forces Model Analysis 12 3.2.1 Threats of New Entrants 12-13 3.2.2 Threats of Substitute 13-14 3.2.3 Bargaining Power of Buyers 14-15 3.2.4 Bargaining Power of Supplier 15 3.2.5 Competitive†¦show more content†¦As a result, today, the Group boasts the largest and newest A320 fleet in the region. Innovative use of technology has played a key role in AirAsia’s success story, beginning with online booking. It was the first airline in Asia to go ticketless -in March 2002 - allowing guests to pay for their bookings by credit card over the phone. Over the years, it has built on its IT platform to increase the ease of customer transactions as well as provide greater savings to the Group. In 2010, AirAsia unveiled its latest IT booking innovation in the form of New S kies, which allows customers to better manage their online bookings. With the advent of the social media, tools such as Facebook, Twitter and blogs have become integral to the Group’s customer relationship initiatives. AirAsia is, in fact, recognised as the most popular airline in the region on Facebook in terms of fan base. AirAsia is ultimately a people’s airline. This is mirrored in numerous acts of generosity that show the management truly cares. In January 2010, the Group joined hands with UNICEF to raise RM438 million (US$128million) for relief efforts targeted at Haitians affected by the earthquake. The airline also runs an on-going Donate Your Loose Change campaign to help needy heart patients receive treatment at the National Heart Institute in Kuala Lumpur. The Group’s adherence to best practices has been recognised via numerous awards over the years. 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