Nature and Nude Bodies :: Advertising Health Ads Essays

Nature and Nude Bodies Beginning a long time ago, many companies started using sex in their advertisements; however, contemporary advertisements are beginning to use different aspects of nature to sell their products. For years, sex appeal was perhaps the most important attribute of a product. Companies would show young, half-naked bodies in their TV commercials and magazine advertisements. The producers sought to force the public audience to take pleasure by looking at these beautiful ladies, while also making viewers feel naughty at the same time. Advertisers thought the audience would not be able to avoid looking at these well-endowed women. And to consumers, the women were appealing, and that made the product itself appealing. In some recent commercials, however, the concentration has changed from sinful desires to the more healthy approach to life. Everyone wants to appear healthy and in good shape. To achieve this, many people are eating better, working out more ofte n and using healthier products on their skin. To demonstrate the idea about natural products, I have chosen three advertisements to show how these companies use nature to sell their products . According to health care specialists, the best way to stay healthy is to use natural products such as products containing natural vitamins and minerals. In fact, even in ancient history, natural plants were used to make skin-care products. Berries and shrubs were pounded into pastes that protected the skin, while also keeping gnats and flies away (Lee 18). Therefore, in ancient times and in the present, as long as an advertisement mentions something about a natural ingredient or contains a visual look of nature, consumers will more than likely buy that product. In a recent Eucerin ad from a Health and Beauty magazine, Eucerin is publicized as a skin lotion used to protect against the sun. The top of the black and white ad shows a nude woman from the shoulders up.

George Herberts Imagery Essay

Ashley Adams Instructor: Adam Helmintoller English section 241-40 16 November 2011 George Herbert’s Imagery The poem â€Å"Easter wings† by George Herbert is a poem that contains deep imagery which is shown not only in his words but also his visual structure. Herbert chooses the structure of a pair of wings for many different reasons. He also gives his poem a lot of imagery which should help the reader gain a different perspective to the poem. The poem explains Herbert’s desires to fly with Jesus after his resurrection. Herbert put himself deliberately in the poem by commonly using â€Å"I† and â€Å"me†. Herbert then addresses the audience in the first line with â€Å"Lord†, meaning Jesus Christ. Yet the confusion is of where the poem starts since it is split in two parts but having to be read sideways. This could be used to invoke visions of both wings, meaning that instead of looking at one large poem there is actually two smaller poems instead. Lord, who createth man in wealth and store† is the beginning of this poem, helping to immediately establish the audience in the first word (Greenblatt 1609). It also reveals the poem as a type of prayer towards God. Herbert uses the â€Å"winged† look in his poem to more or less catch the readers eye an relate to the imagery Herbert uses in the poem with his words. The beginning of the poem describes the fall of men from â€Å"wealth† into the â€Å"decaying† of life from sinful nature, â€Å"Lord, who createst man in wealth and store, Though foolishly he lost the same, Decaying more and more Till he became Most poor:† the structure of the first few lines parallel the content, by having the lines â€Å"decaying† in length but also the imagery â€Å"decaying† with the fall of mankind (Greenblatt 1609). Herbert wanted his audience to see the parallelism between the shape and the actual meaning of the poem. Herbert wanted the reader to find the true meaning of the poem by connecting it with the shape. In the second part of the two poems is turning in emotion and finishing with the poet taking â€Å"flight† and completing the second wing: â€Å"With thee O let me rise As larks, harmoniously, And sing this day thy victories: Then shall the fall further the flight in me. † This stanza is rich in imagery (Greenblatt 1609). It seems like the second part of the first poem â€Å"beats its wing† against the decline of the first part in the first poem, showing how the â€Å"fall† of man â€Å"furthered the flight† in Herbert as it created the way for the crucifixion of Jesus. It was this action which redeemed man so they could have fellowship with God again. While in the first part you see Herbert using he and the word man, where as in the second part the poem becomes more personal to Herbert when he uses me. This part of the poem could be meant as the personal prayer to God thanking him for the death of his son and our salvation. Also of note is the use of â€Å"larks, harmoniously† to give a beautiful, resonate feel to the poem; opposite to that of words like â€Å"decaying† and â€Å"most poor† used in the first stanza. The first three lines of the second stanza, â€Å"With thee/ O let me rise/ As larks, harmoniously† tells us Herbert wants to be with Jesus during the resurrection (Greenblatt 1609). Herbert then uses the word harmoniously suggesting a group of voices and a group of people. And since Herbert is insinuating harmounisly as a group which is most commonly seen as three, this would support the idea of the trinity. The trinity which is specifically the trinity of Jesus as father, son, and Holy Spirit which Herbert wanted to relate to in his poem. If you look more closely to the second part of the poem it’s obvious that it’s just a continuous to the first part while addressing the same audience in the first part. As the first stanza spoke of the â€Å"fall† of man into sin, the third stanza becomes more personal to the poet: â€Å"My tender age in sorrow did begin: And still with sicknesses and shame Though didst so punish sin, That I became Most thin†, once again, this part decreases every line like that of the first (Greenblatt 1609). Following the beginning of the second part Herbert explains him not being innocent of sin with the comment of him being â€Å"most thin†. This ending should give the reader a feel of loss and unfinished ending. Ideally, our virtues and wisdom should grow with age; Herbert reveals that this is not necessarily the case. With the passing of time, the poet expresses that his only gain was that of guilt and sin. It is also somewhat impossible to live life without sin. Again the poet picks up from where he left off and begins the next stanza with words of rejuvenation. However, this stanza adds an element of connection: â€Å"With thee let me combine, And feel this day thy victory; For, if I imp my wing on thine, Affliction shall advance the flight in me† (Greenblatt 1609). Herbert then states his want for salvation to â€Å"combine† with Jesus and be grafted onto his wings. This would suggest he doesn’t want to be only â€Å"with† Jesus but grafted â€Å"onto† Jesus, which a much closer relationship would be made. Herbert did this appropriately to show how the course of man’s action, led to the affliction and fall of man. It is difficult to see how negatives such as â€Å"affliction† and â€Å"fall† could lead to glory but it is this resistance, much like that of a wing beating against the resistance of gravity and air, that furthers not only the flight of the poet but also that of mankind. apricotpie) After analyzing Herbert’s poem, the winged imagery can be seen throughout, and the reasoning for the shape and imagery. Herbert wanted to show people of his time and from then on many truths in the poem. . Not only does the shape and imagery have a great effect on the reader, but the emotional swing s and shifting play many â€Å"tricks† on the reader as we go through Herbert’s poem. Also Herbert’s original presentation is most unusual and confronts the reader with an awkward dilemma. In order to access the words of his poem the page must be turned sideways. This turning of the page could be Herbert’s way of changing our point of view. How man’s decline because of sin was defeated by the actions of the cross. So the point of Herbert’s work â€Å"Easter Wings† May not actually be understood with maybe just one reading but with multiple readings. . But Herbert did show us that using shape and imagery throughout his poem that many different meanings and points can be made within one poem. . He also helped us to understand his view of right and wrong, Herbert used imagery throughout his poem to give us a sense into his life and his value system. In doing so he gave the readers of his poems a chance to find all of the truths and meanings in his poem. Lastly in Herbert’s poem he wants us to be grateful of the gift that God has given to us, by allowing his only son to die for the salvation of our sins to wash us clean with grace, it is this action which allows all of mankind, and not just Herbert, to be grafted into Jesus’ wing to â€Å"further the flight† in us all. Herbert’s ideas all together try to make a positive feedback onto the reader, beginning with wanting to return with less sin and trying to â€Å"fly† with Jesus towards salvation.

The Battle Of Algiers ( A Reenactment Of Algeria s Fight...

An imperative aspect of art is that it is open to interpretation and analysis. If the piece of art is significant, it will be thought or emotion provoking and uncensored. It is not the role of art take cautious steps in an attempt to leave its audience unoffended, but rather to embrace diversity of thought and creativity to portray untainted ideas. Filmmaking—being a form of art—follows the same guidelines and thus shapes society through its objectionable and often jarring subject matter. The Battle of Algiers (a reenactment of Algeria’s fight for independence from France from 1954 to 1957) was a politically motivated piece that was banned in France upon its debut. The lifelike images of war, rebellion, and torture became a controversial†¦show more content†¦Without the brutal violence in American History X we would not be able to take an emotional journey of discovering a lost man as he regains his purpose after killing two people under the influence of a neo-Nazi gang. The hatred towards everyone as experienced in Taxi Driver is essential to understanding the raging emotions flowing through Travis’s mind as he goes on a killing spree. On the opposite end of the spectrum, without the provocative homosexual romance in Brokeback Mountain, the passionate strain of keeping a forbidden love covert would not be felt. Since homosexuality had not been greatly explored in film this way before, Brokeback Mountain generated a confusion of empathy for a love that society would not allow, as well as for those that were betrayed by it. The audience is at war for and against both sides (the lovers and those that do not want the lovers together) in some aspect throughout the movie and the controversy carried into real life. According to the Los Angeles Times, people that identified with the cowboy role portrayed by the two main characters were deeply offended by the homosexual association, which they believed tarnished their cowboy image. The article also says the film’s amorous relationship angered homophobic people across the nation, but it also, contrarily, made others more empathetic towards members of the gay community’s feelings and desires (Brady). The socially

The Social Penetration Theory By Irwin Altman Dalmas Taylor

Communication is an essential aspect of day to day life. It allows individuals to understand others and be understood as well. Additionally, communication allows people to develop relationships and gain a deeper understanding of themselves as well as themselves. As humans continuously create and interpret messages, studying the theory of communication provides a means of understanding how communication works, what it produces, and what alters the way it works (CITATION). In this paper I will discuss how the social penetration theory explains the development of closeness in relationships. The social penetration theory was developed in 1973 by Irwin Altman Dalmas Taylor. Social penetration is the developing intimacy within a relationship†¦show more content†¦This means that certain reactions will take place in the presence of specific stimuli (CITATION). As this theory treats communication as interactional, it causes communication to be viewed as a cause and effect process. This model uses communication as tool that enables communicators to produce a desired effect. The effectiveness of an interactional model is determined by the ability to transmit a message (CITATIOn). What enables this theory to be evaluated as a successful objective theory is its relative simplicity, ability to predict future outcomes, and its ability to explain the reasons for the outcome (CITATION). Out of the six criteria that a theory must meet in order to be considered good, these are the three that I will elaborate on. What makes this theory unique is the relative simplicity that can be attributed to its onion metaphor. This metaphor suggests that humans have an outer layer that is the public and presented â€Å"Self† and increasingly deep layers that are more private and personal. â€Å"Individuals have many layers that collectively form the total personality of the individual† (CITATION FROM SECOND ARTICLE). Similar to looking at a physical onion, the outer layer is the visible layer, the same can be said of the peripheral layers of a person. This layer is visibly assessable. The outer layers act as protection. These layers protect the more vulnerable  "true self† (CITATIONShow MoreRelatedSocial Penetration Theory By Irwin Altman And Dalmas Taylor1787 Words   |  8 Pagesis. This idea is called the social penetration theory. Irwin Altman and Dalmas Taylor established the social penetration theory in 1973. They created this theory to have a better understanding of intimate relationships between two people. The social penetration theory is important to the communication process because it looks at how relationships develop and how over time relationships evolve from where they stared by self-disclosure. With the social penetration theory as the main focus and with theRead MoreSocial Penetration Theory : Crazy, Love1117 Words   |  5 PagesMaggie Decena Professor McNelis September 22nd, 2017 Application of Social Penetration Theory The film Crazy, Stupid, Love depicts the dissolution of Cal Weaver’s once perfect life. High school sweethearts living in a suburban town with steady jobs and kids, Cal and his wife Emily share the illusion of a picture-perfect love story. However, when Emily reveals her act of adultery, she asks Cal for a divorce. Cal falls into a deep depression that leads him to bask in his sorrows at singles barsRead MoreSocial Penetration Theory827 Words   |  4 PagesFounder of the theory The founders of the theory were Irwin Altman and Dalmas Taylor. Altman is a distinguished professor of psychology at the University of Utah whereby Taylor is a professor of psychology at the University of Texas, Arlington. Altman and Taylor developed this theory to provide an understanding of the closeness between two individuals. Apparently, social penetration is defined as a process that moves a relationship from non-intimate to intimate. The theory states that thisRead MoreSocial Penetration1449 Words   |  6 Pagesscholars have tried to study on how these relationships develop. Irwin Altman and Dalmas Taylor had developed a theory, social penetration, to explain how relationships are established and explain the four sequential stages humans might go through in order to achieve and/or maintain a relationship. In John Hughes The Breakfast Club, the four stages of social penetration theory are shown when five high school students from different social groups are forced to spend a Saturday together in detention,Read MoreAnalysis Of Altman And Dalmas Taylor s Social Penetration Theory1275 Words   |  6 Pageslives. This cycle of developing, cultivating, and sustaining or ending these relationships continues everyday for our entire lives, and as a result many different theories have been developed to describe just how a complete stranger can become a lifelong friend. One in particular, Iwrin Altman and Dalmas Taylor’s social penetration theory, states that â€Å"the idea that relationships become more intimate over time when partners disclose more and more information about themselves.† This break down ofRead MoreSocial Penetration Theory By Irwin Altman And Dalmas1511 Words   |  7 Pages Irwin Altman and Dalmas introduces Social Penetration theory in chapter 8 and they explain the theory as â€Å"the idea that relationships become more intimate over time when partners disclose more and more information about themselves† (Littlejhon, 2002). This paper will showcase social media and how it relates to how individuals self-disclose in social penetration theory. A short history of social media and the direction it’s headed will also be included. Facebook, a platform has become a phenomenonRead MoreSocial Penetration Theory And The Theory981 Words   |  4 Pages Social Penetration Theory Yunsik Jung Western Kentucky University Abstract Irwin Altman and Dalmas Taylor originally created the Social Penetration Theory and the theory deals with the ways in which relationships develop and progress. It explains how communication enriches the relationship of two or more individuals. The theory states that closeness develops if communication begins at relatively shallow non-intimate levels and moves in gradual and orderly fashion to deeper more personal levelsRead MoreThe Theory Of Social Penetration Theory1010 Words   |  5 PagesSelected Theory: Social Penetration Theory was created by Irwin Altman, the professor emeritus of psychology at the University of Utah, and Dalmas Taylor, who was provost and professor of psychology at Lincoln University before he passed away. This theory is used to describe the way people grow closer in a â€Å"gradual and orderly fashion from superficial to intimate levels of exchange as a function of both immediate and forecasted outcomes† (Altman Taylor, 1973, pg. 96), which the auth ors of the theoryRead MoreEssay On Social Penetration Theory1328 Words   |  6 PagesSocial Penetration Theory (STP) explains the process of how relationships develop through self-disclosure. (Griffin, Ledbetter Sparks 2015) Through self-disclosure, closeness develops as the relationship continues to grow. To present Social Penetration Theory, I am choosing to write about a personal experience on how my best friend Taylor and I became close. I will be explaining on how Taylor and I developed our relationship overtime through self-disclosure and personality structure. As TaylorRead MoreThe Effects Of Inappropriate Interpersonal Communication On Health And Social Care Settings1210 Words   |  5 Pages1.3 Review methods of dealing with inappropriate interpersonal communication between individuals in health and social care settings. I am reviewing the methods how to use interpersonal communication to deal with individuals in health and social care settings. Interpersonal communication is defined as the verbal and non-verbal interaction between two interdependent people (occasionally more). This comparatively is an easy definition suggests a variety of properties. Interpersonal communication process

Mass incarceration of African Americans, The Revised Caste...

The issue of racial disproportion in the United States has been an ongoing topic in history since slavery. As Americans we are affected by racial injustices everyday. One may not realize how their own racial identity plays a part in their everyday life experiences. The dynamics of racial oppression and privilege with the United States is incredibly complex ranging from the time of establishment to present day. The present day racial inequality within the criminal justice system and incarceration rates has peaked in the United States over the last 30 years. According to the NAACP the number of incarcerated individual has quadruples from roughly 500.00 to 2.3 million people. In 2008 African American and Hispanics comprised of 58% of the†¦show more content†¦Thus began the racial cast system in the country. In 1863 the Emancipation Proclamation declares â€Å"that all persons held as slaves with the confederate states are, and henceforward shall be free†. It was not unti l 1865 when the Civil War ended and the Thirteenth Amendment abolished slavery. As a replacement of slavery, whites created Whites in the southern states enacted the Black Codes. Black Codes were thought to uphold a social caste system, reflecting the racial hierarchy of slavery. Slavery was abolished, however it still serves as a form of punishment for those found guilty of a crime. In the Thirteenth Amendment (1865) lies a description of the policy: â€Å"Neither slavery nor involuntary servitude, except as a punishment for crime whereof the party shall have been duly convicted, shall exist within the United States, or any place subject to the jurisdiction.† A major contributor to blacks becoming criminalized and, in turn, enslaved again were laws that penalized the homeless and unemployed. When black people traveled without proper documents that verified their employment or a home address, they would often be charged with trespassing (Browne-Marshall 2007). As newly freed people, most had no income to pay the consequential fines, thus, they would become prisoners and their enslavement would be legally justified. Despites the Black Codes, Blacks began to make tremendous progressShow MoreRelatedOne Significant Change That Has Occurred in the World Between 1900 and 2005. Explain the Impact This Change Has Made on Our Lives and Why It Is an Important Change.163893 Words   |  656 Pagesand Paul Buhle, eds., The New Left Revisited David M. Scobey, Empire City: The Making and Meaning of the New York City Landscape Gerda Lerner, Fireweed: A Political Autobiography Allida M. Black, ed., Modern American Queer History Eric Sandweiss, St. Louis: The Evolution of an American Urban Landscape Sam Wineburg, Historical Thinking and Other Unnatural Acts: Charting the Future of Teaching the Past Sharon Hartman Strom, Political Woman: Florence Luscomb and the Legacy of Radical Reform

Economic Terms and Health Care History free essay sample

Greenberg HCS/440 April 1, 2013 Caryn Callahan Economic Terms and Health Care History Throughout hundreds of years, the health care system in America has grown and changed in tremendous ways. From the way health care is delivered to the way it is funded, health care is constantly changing and advancing. This essay will explore the terms and methods associated with health care funding and the history that led to our current world of health care today. In basic general terms, economics is the term given to the science that explains the relationship and correlation between the production, distribution, and consumption of goods and services, as well as the welfare of humankind. Our expanding knowledge of economic trends and principles is what had guided us into the future of health care. One of the most basic principles of economics is the rule of supply and demand. This law states that when the supply of a product or services increases, the demand for it decreases. We will write a custom essay sample on Economic Terms and Health Care History or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Adversely, if the supply were to decrease, the demand would therefore increase. The demand of any given product or service determines the price the average person is willing to pay to receive it. For example, a person would be willing to pay more for a product that is low in supply because it is high in demand. This rule of supply and demand is what has allowed us to learn how to manipulate our economy and control the different ways in which we are able to market goods and services. Our economy has gone through many stages with regard to health care over the past several decades. One of the biggest concerns discussed in health care today is the amount of funding being absorbed by our health care system. Over the course of the past decade, The United States has been faced with a recession that has resulted in higher unemployment rates and lower income levels for a large percentage of Americans. This recent trend in economic stability has focused more attention on the amount of money spent on health care and affordability for the American people. Health care spending in The United States increased toward $2. 6 trillion in 2010. This is more than ten times the $256 billion that was spent in the United States since 1980. The national healthcare expenditure is currently at an all time high in the history of the country. In 2011 the national health expenditure was estimated to be around $2. 8 trillion dollars. It is expected to continue to grow at a rate faster than the growth rate of national income in the near future. Throughout the past 10 years, employer-based health care coverage has increased by 97%, which has put a burden employers as well as employees. Medicare, which provides coverage to the elderly and people with disabilities, has seen a significant increase in enrollment due to the aging of the large baby boom generation. Medicaid enrollment has risen drastically as well, providing health care coverage for those struggling with limited income due to the recession. These increases in Medicare and Medicaid enrollment have caused a dramatic increase in government spending as a result, which has put a heavy strain on both federal and state budgets. The Health care expenditures account for 17. % and of the United States national Gross. According to a report released by the Center for Medicare and Medicaid Services (CMS), the national health expenditure is expected to escalate on an average of 6. 1% from the year 2009 to 2019. During this same ten-year projection period, spending on Medicare alone is expected to grow an average of 6. 9%, and Medicaid alone by 7. 9% per year. In 2009 spending on hospital related services in the United States were estimated at $761 billion dollars and is expected to average an increase of 6. % over the next decade. Funding spent on physicians’ costs as well as clinical services is expected to grow by 5. 4% . The cost of prescription drugs is estimated to increase by 6. 3% during the said projected period. References Heffler S, Smi th S, Won G, Clemens MK, Keehan S, Zezza M. Health spending projections for 2001–2011: the latest outlook. 2002. Blumenthal D. Health care reform at the close of the 20th century. N Engl J Med. December, 2012. Kuttner R. TheAmerican health care system—health insurance coverage. NEngl J Med. December, 12.

Maximizing Performance Maintaining Results -Myassignmenthelp.Com

Question: Discuss About The Maximizing Performance Maintaining Results? Answer: Introducation The given task namely Key Concepts and Questions (KCQs) is very interesting task for me personally. It is because of the fact that from the beginning of my studies I want to become lecturer and have the aim to write different books for the readers. Now through this task, it is pretty much sure that the platform for taking up the starting step for my aim and the aspiration has been provided and very happily I am taking the same. On this platform, I am going to express my views and explanations for the understanding of the key concepts of the given topic and as a writer I am going to put forward some questions to myself as well as the readers in order to give the readers a deep insight of the budgeting for a short term. Management is an activity which integrates all the functions of the company and put all their efforts towards the single direction of achieving the objectives of the company. These functions predominantly include sales, purchase, human resource management, production, etc (Al, 2006; Atrill, Peter, Eddie, 2012) The conventional definition of management is getting work done through people, but real management is developing people through work Agha Hasan Abedi I really disagree with this definition. It is due to the basic fact that management is an art of getting the work done through others rather than developing people through work. The latter is very clearly and precisely has been defined as the training. Is it likely that the management and the training are the simultaneous work? While working in the firm, any employee understand and develop their skills and management is to bring all the efforts of all the employees towards one common goal and thus it is getting work done through others. In many motivational novels and movies, I have seen that the employees in the factory are working and managers give them the work and get the work done within the stipulated time. According to me management is technique through which the people obtains the experience and get the work from others. The first step really has importance in everyones field. If this first step is not taken, then the firm can never succeed in its function. For me, my first step was that when I have chosen the commerce side rather than the science side and have aimed to become the lecturer. Through this assignment, my first step is really the base. If I would not have chosen the commerce stream then I could not be able to appear this assignment and really my aim would be in the dark room where I will not be able to see myself. Therefore, as described by Martin giving the example of distance 2000 Km every year, the first step counts a lot in everyones life. In the case of the organization, budgets are regarded as the first step for success. Is it necessary to have the budgets? It is answered in four points namely encourages short term planning, helps in coordination, helps in cooperation and lastly helps in communicating the plans of the organization and delegating the tasks and motivating the employees. Then what task is done by the management? Is the management is just an art of getting work done through others A budget is just a method of worrying before you spend money as well as afterward Anon I truly agree with this. In my school days I have been receiving the pocket money from my parents around $5 per day. I daily plan how to make the best possible use of this $5 on daily basis. Usually, I used to buy burger and cold drink daily costing to me $2.5 and then while going back to the home I used to play and that costs me $1 and the balance I kept it with myself and when the need comes I spend the same or when the pocket money is not received by me someday. Similarly, budget gives you an alarm, as to how much shall be spent and how much shall be saved (Bradley, 2014). The next question that has come in my mind for me that $5 per day is too big that I was unable to remember without writing it down then how the firms prepares their project? Never base your budget requests on realistic assumptions, as this could lead to a decrease in your funding Scott Adams It is true statement. If the company prepares the budget on realistic assumptions then the fund that the company wants to obtain from the bank or any other financial institution will be less in amount. As in case of the Purple Chocolates, if the company would have positive cash flows for all the six months like: Particulars Jan Feb March April May June Total Cash Closing Balance (Assumed Figures) 525 25 90 160 225 320 320 Then the company would not be able to obtain the overdraft facility from the bank. Thus, the budgets shall never be prepared with actual and real assumptions when some fundings are required. The first step in case of the budget is the sale budget. Through this sale budget the other budgets like purchase budget, production budget and other related budgets are prepared. The accounting equation follows all over the budget (Ryan and Robert, 2013). It is: Opening Inventory + Production = Sales + Closing Inventory. The sales and production budgets shall be in consonance with each other. If the budgets are not found in consonance then either there will be the shortage of inventory at the business or else there will be unnecessary piling up of the inventory. (Kaplan, Norton, David, 2014). Its clearly a budget. Its got a lot of numbers in it. George W. Bush Is the budget shall be of numbers only? The above statement has clarified this question that was coming in my mind while reading the sale and purchase budgets. But the basic fact is that although the budgets are purely represented in numbers but the basis is non financial information like preferences of the customer, etc (Collis and Hussey, 2014). How many budgets are there? What is master budget and what does it includes? This question has been striking into my head and now it has been specified budgets can be of many numbers depending upon the nature of business and master budget is the budget which have the figures of all the budgets and consists of cash budget, budgeted income statement and budgeted balance sheet. As given in case of the Purple chocolates, first budget provides the net cash available, second provides the budgeted net profit and the last provides the budgeted figures of debtors, creditors, loan, and fixed assets (Drury, 2016). I am very questioning by nature and again the question has come how the performance will be measured? And it has been mentioned that performance will be measured not only against financial measures but also non financial measures like customer satisfaction, growth of the employee and improvement in the internal processes of the business (Niven and Paul, 2012). In my mind, the following has come and have drafted: BALANCE SCORE CARD S. No. Perspectives Observation 1 Financial Has net profit of $825 2 Internal Business Is weak as the cash collection procedure is not good. 3 Customer Customer are satisfied since the sales are high 4 Learning and Growth The employees have been trained and have achieved the learning curve This chapter is very interesting and has provided the reasons for creation of the budgets and its importance thereon and how the performance will be measured. The best thing that I liked is that the example that Martin has used throughout the chapter. All the pictures were in my mind in the manner that it has happened to me like that of Dixon Street, cliff or 2000 Kms and lastly Purple Chocolates and I am imagining the dairy milk chocolates in purple color with their own brand. Thus, budgets are very important and management helps in achieving the budgeted results. References Al Bento, (2006), Budgeting, Performance Evaluation, and Compensation: A Performance Management Model, inMarc J. Epstein,John Y. Lee(ed.)Advances in Management Accounting, Volume 15Emerald Group Publishing Limited, pp.51 79 Atrill, Peter McLaney, Eddie, (2012), Management Accounting for Decision Makers, 7th Ed. Harlow: Pearson Education Limited. Bradley J, (2014), How Is a Budget a Communication Tool? available at https://smallbusiness.chron.com/budget-communication-tool-57477.html accessed on 21/01/2018 Collis and Hussey, (2014), Business Research: A Practical Guide for Undergraduate and Postgraduate Students, Hongkong: Palgrave Macmillan. Drury C, (2016), Cost and Management Accounting, 6th Ed. London: Thomson Learning. Kaplan, Robert. S Norton, David. P, (2014), Strategy maps: converting marketing assets into tangible outcomes Massachusetts: Harvard Business School. Niven, Paul. R, (2012), Balance Scorecard Step by Step: Maximizing performance and maintaining results, New York: John Wiley Sons, Inc. Ryan and Robert. W, (2013), Research Method Methodology in Finance Accounting, 2nd Ed. London: Thomson Learning