The Clouds by Aristophanes Essay examples -- Classical Greek Literatur

"The Clouds" by Aristophanes - Relevant in Today's World "The Clouds" by Aristophanes, is a play centrally concerned with education. Aristophanes employs satire to illustrate his conservative beliefs. It is intended to show readers that in the tendency to philosophical subtleties lies the neglection of the real needs of the Athenians. According to Aristophanes, philosophical speculation only acts to shake the established foundations of accepted religion, gods, and ideals of morality. Specifically, as it was even discused in "The Apology," Aristophanes believed that philosophical attitudes held by the Sophists enabled those who held them to convince others of wrong or weaker beliefs simply by sounding as if they knew what they were talking about -- when in reality they didn't. It seems as if Aristophanes would approve of an education based souly around the reading of clasiscal literature and some physical excersize. I believe the fact that Athenian youth were starting to ask questions of the elders in the city really bothered Aristophanes. I think he really thought it to be dangerous and detrimental to society; as can be seen through the line Strepsiades yells towards the end, "revenge for the injured gods (II.i.1506)." I believe Aristophanes to be part of the group that accused Socrates of not accepting the recognized gods of state, which many believed to be a part of the corruption of Athenian youth. While I don't agree with that accusation -- primarily because of Socrates recognition of Apollo through the Oracle at Delphi -- I can see some Aristophanes' points of contention with what he thought the Sophists and other philsophers stood for.   Ã‚  Ã‚  Ã‚  Ã‚  The Clouds, who form the chorus in Aristophanes' play, are a physical representation of the "philosophical speculation" that Aristophanes speaks of. According to Aristophanes, these speculations do not come from a grounded sense of experience, but rather float about without definite framework and actualization, simply in the realm of possibility. I found it interesting that Aristophanes chose to illustrate this metaphor between the clouds and the Sophists' beliefs into a literal representation. He furthered this illustration by choosing to bring Socrates on his first appearance floating in on a basket down to the stage.   Ã‚  Ã‚  Ã‚  Ã‚  Another aspect I find interesting in Aristoph... ...   Ã‚  Ã‚  Ã‚  Ã‚  Essentially, I think that "The Clouds," can be a piece of classical Greek literature applicable to our own modern world. If we do not take the time to examine practices and beliefs, they have the potential to lose the weight and value that they were once based or formed on. While Aristophanes aimed at entertaining his audience through comedic satire, he also had a very serious warning -- that ended up holding true -- for the people of Athens. A nation too proud and too sure in it's own beliefs and politics, has proven through history, never to work. Sadly, while I believe the United States is a great nation with moral goals and hopes, I believe we exemplify some of the problems that the Athenian state suffered from, and eventually died from. We often times refuse to examine our beliefs. We automatically view them as "the best," or "the most moral." This can be seen in our current struggle. If we constantly leave our borders to try and convince others around the world that American knows best, we're doomed for failure. As exemplified in "The Clouds," we then become the ones throwing stones at people we don't agree with -- a fate almost worse than death.

Characteristics of Gothic Literature Essay

The Gothic In 1798 an anonymous author published a commentary that revealed exactly how some writers received the Gothic during this time: â€Å" Take—An old castle, half of it ruinous A long gallery, with a great many doors, some secret ones. Three murdered bodies, quite fresh. As many skeletons, in chests and presses. An old woman hanging by the neck; with her throat cut. Assassins and desperadoes, quant. suff. Noises, whispers, and groans, threescore at least. † (1-7) After reading many of the selections in the anthology, I found this poem on a Gothic’s â€Å"recipe† to be quite true (602). However, in the case of this anonymous writer, he considers all of these characteristics to be negative. I, on the other hand, find it very intriguing that this type of novel developed in a time ruled by writers whose main focus was politics and poetry. Many influential writers including Coleridge and Wordsworth criticized the characteristics, morality, purpose, and significance of these novels; however, I believe many of the features they disliked actually broadened the scope of literature. The Gothic novel was often attacked for being too formulaic. Although the specifics of the plot changed from novel to novel, the characteristics were often similar, which is something that is pointed out repeatedly by the Gothic’s critics. The similarities encountered in the characteristics of these novels include the setting, mystery, and characters to name a few. The setting of this type of novel is usually in a castle of sorts, or in some other mysterious place that produces suspense and terror within the reader. Although these settings were often alike, they â€Å"exist to convey the atmosphere† and are used â€Å"for ends that are fundamentally psychological† (Hume 286). This characteristic is one that set up the entire feeling of the novel, one of suspense, horror, and mystery. The setting of various novels was not uniform because it was the easy or obvious choice like many critics believed, but because it created a certain atmosphere that was needed for the plot. If the story had been set on a sunny beach, the atmosphere would have been much different and the reader would not get the same affect. Like the settings, the mysteries that develop within Gothic novels are usually somewhat similar. From what I have come across, many include a murder or deep, dark secret that is unraveled by an ordinary person. While this may support Wordsworth’s claim that these novels are â€Å"sickly and stupid German tragedies† because of their straightforward plot, I find them to be quite interesting (266). These mysteries create suspense, and were the first â€Å"page-turners† that were ever written. Readers no longer had to decipher long and complicated meanings from pieces such as the â€Å"Lucy Gray† poems; instead, they could sit back, relax, and enjoy these novels that created an escape into a mysterious world. Another piece of the â€Å"formula† that was important to the genre were the characters that were used throughout the novels. The characters were often simple people who were thrown into a situation that required extraordinary actions. While the simplicity of the characters was often criticized by writers who considered themselves to be â€Å"high culture,† these characters had the ability to â€Å"involve the reader in special circumstances† (Hume 286). Unlike the pieces that came before them, the Gothic novel had the capacity to draw the reader in, and put them in the shoes of the main character. For me, it was very hard to feel for the personas in earlier poems that we came across. I think the main reason for this is that the characters tended to be somewhat generic, but interesting. They allowed for anyone to understand the character and immerse themselves within the character’s thoughts. They also allowed for people to sink in to a particular character and feel the terror that they were feeling. Another aspect of the Gothic that was often called into question was the morality of the characters and authors. There are many instances in which these novels incorporated grotesque scenes that included rape and murder among many other things. In The Monk by Matthew Lewis the main character, Ambrosia, is a virtuous and ethical man who seduced by the demon Matilda. In one scene â€Å"his desires were raised to that frantic height by which brutes are agitated†¦ and [he] hastily proceeded to tear off those garments which impeded the gratification of his lust† (598). Ambrosia is obviously an immoral character, and he is criticized for not being so. To me, it seems like critics were getting to the point where they were trying to find anything and everything to criticize about the Gothic novel. While this genre may involve some unseemly characters, they are needed in order to create an interesting plot. Having some sort of villain is necessary in any type of writing that has a mystery or murder involved. Without villains, we cannot have heroes, and both are very important aspects of literature. Coleridge, for example, not only attacked The Monk as a novel but also attacked Lewis as a person for having the ability to create such an immoral character. He believed that â€Å"the merit of a novelist is in proportion†¦ to the pleasurable effect which he produces (604). I highly disagree with this statement because I believe controversy affects change, and change is needed in order to forward society. Novelists and poets were no longer writing poems that had the sole purpose of making a person feel good or empowered; instead, they were writing for entertainment. Also, many of the writers before The Monk addressed political issues that were not considered pleasurable, but controversial and hard to confront. Coleridge’s statement seems to contradict everything that literature stands for. Authors and the literature they create are unpleasant at times, and that is not wrong—it is merely a necessity for the forward movement of society and evolution of literature. Another important issue to address when it comes to these novels is their specific purpose. It seems that every literary movement in history had some sort of motive or driving force behind them. For the Gothic, this driving force or purpose seems to be to induce terror while entertaining. Before this movement, we never really encountered works of literature that were straightforward, suspenseful, and enjoyable all at the same time. In an essay by Aikin and Aikin, they claimed that people would â€Å"rather chuse to suffer the smart pang of a violent emotion than the uneasy craving of an unsatisfied desire† (584). By this, they mean that terror is pleasurable, and that is exactly what these novels delivered to their readers. It was not an emotion that was regularly produced when readers came into contact with the typical works of this time. For a piece of literature to induce such error was something novel and interesting that affected many of their readers. Because terror is an emotion that is hard to come by, these novels were, like I said, an escape for readers. Terror is not something that a person wants to encounter in their real life, but is something they can enjoy and acquire through reading these novels. Their purpose was not to confuse the reader with complicated meanings full of allusions. Instead, these terrifying novels have the ability to â€Å"render the poorest and most insipid narrative interesting when once we get fairly into it† (584). Although many of the authors of Gothic novels may not have been the best composers compared to standards during this time, they were still able to draw in a huge audience because they gave the people what they wanted. I would not consider the narratives â€Å"insipid,† but compared to the works that came before them, they were much simpler and used language that was not considered to be as articulate. This simplicity that is encountered when reading a piece of Gothic work, though criticized, says much about how society was changing during this time. These novels significantly altered the way in which literature was composed and whom it was available to. Instead of being read by the elite few, it was accessible to pretty much anyone who could read. During this time, the percent of literate people was rising rapidly, especially in the middle class. These books appealed to these people, and sold millions upon millions of copies because of this. I think that much of the distaste that so-called â€Å"high culture† writers had for these novels is because of their success. They were extremely popular, more so than the most popular of the poets during this time. For example, Wordsworth was said to be a commercialized version of â€Å"real† poetry because it was easier to understand than many other pieces out during this time. However, he never even came close to selling as many copies of Lyrical Ballads as the Gothic writers did with their own works. For Wordsworth to criticize a genre that feeds off of the readers’ ability to comprehend seems to be extremely hypocritical of him. Also, I think that when something appeals to the masses, it is a good thing. Change cannot occur unless everyone is on the same page, and that is what the Gothic provided to the people. Finally, I would like to confront just how significant this movement is to the literature we have today. This was the first time we encounter a genre that is similar to the types of genres we see today. The Gothic genre was criticized because the novels were too alike—but that is exactly what a genre is, according to today’s standards. One could argue that the novels that are published today are not of the same caliber as novels published 50, 100, or 200 years ago. And maybe that is true, but is it necessarily bad? In my opinion, having novels that are more accessible to more people makes for a better, more unified society. Having works of literature that are too complicated, wordy, or abstract leads to more ambiguity, and eventually creates a divide among social classes. I am not saying that all written works should be easy to understand, but I do think that the Gothic novel was the first in a wave of works of literature that helped society grow more literate. Finally, scholars and everyday people were able to read and talk about the same kinds of things. Although scholars who thought they were better writers were constantly criticizing it, they could not appeal to the masses. Gothic literature had the ability to do this, and you can still see its influence in novels on shelves today. It has a definite place in literary history, and should not be overlooked. It may not have had the deepest plots or the most complicated characters, but the genre had an impact during the 18th century, and continues to have an impact today.

How Muhammad Established Islam As A Major Political And Religious Force In The World Essay

While Muhammad was living with his wife Khadija, he often went to a cave outside Makkah called Hira, where he would reflect and pray. During one night in 610CE, when Muhammad was 40, he was in a cave on Mount Hira. God revealed himself to Muhammad. This was called the night of power, and it relates in Surah 95 of the Qur’an, which is entitled The Blood Clot. When Muhammad returned home, Khadija became his first believer. Then his cousin Ali, a freed slave called Zayd, and one of his closest friends, Abu Bakr, all became followers. There started one of the great religions of the world. Muhammad had a strong belief that there was only one God, the creator. He believed that all humans should be equal in their relationship with this creator. This undermined the tribes of Makkah who, especially the Quarish, rose up against Muhammad and his followers. All through his life, Muhammad fought to establish Islam, to gather followers, and to create a substantial political force. In the 22 years after the first revelation, until Muhammad died in 632CE, God delivered the Qu’ran to Muhammad, his messenger. By the time that God had finished revealing the Qu’ran, Muhammad had moved to Madinah. Hence we get Makkan and Medinan verses. The Makkan verses are usually shorter, more judgemental, and are found towards the end of the Qu’ran. After the second revelation, the night journey, Muhammad migrated to Yathrib, 40 miles north of Makkah, to settle disputes with the pilgrims from that town. He went there with family and followers in 622CE. When he arrived, he built a house, which was later to become the first mosque. He then renamed the town Madinah. This is where the central community was established. After Muhammad died, no one knew if he had named a successor. Usually, it would pass to his eldest son. In the end the leader was chosen by the Muslim community as a person of great personal integrity. This is the belief of the Sunni branch of Islam, who did not want a government, but they wanted to rely on an authoritative ruler. The Shi’a branch believes that the early history was biased against Ali, Muhammad’s cousin. When Ali did become the leader, those who believed Ali to be the true successor formed the separate ‘Party of Ali’. The Shi’a branch wanted a leader from the family of Muhammad. Islam was greatly diversified by the achievements of the first four caliph successors to Muhammad. Here is who they are and what they achieved in their rule: * Abu Bakr (632-634 CE) He and his armies conquered Arab tribes, and they went as far as the Byzantine Empire’s borders. Abu Bakr had more than a personal belief of Islam and he had a belief of political ideology. * Umar (634-644 CE) He continued after Abu Bakr and captured Jerusalem and North Africa. * Uthman (644-656 CE) After Ali turned down the caliphate, Uthman was chosen and he expanded the empire through North Africa and Eastwards to India and China. * Ali (656-661 CE) He made Mu’awiya co-caliph, a disastrous move. Two parties were formed, one supporting Ali, the other supporting Mu’awiya. Islam today is the second largest religion in the world and it is growing fast. It is significant in the modern politics. It also contributes to art, music, architecture and philosophy. The religion has grown to have over 2 billion followers. However recently Islamophobia has stepped in. Islam has been treated very cruelly by the western media in the last few years. However Islam means to surrender, or submit, and it is linked closely to another Arabic word meaning peace. Indeed a Muslim is ‘one who surrenders’.

The Meaning of Myths, Folklore, Legends and Fairy Tales

The Meaning of Myths, Folklore, Legends and Fairy Tales The terms myth, folklore, legend, and fairy tale are often used interchangeably, leading to the misconception that they mean the same thing: fanciful tales. Although its true that these terms may refer to bodies of writing  that answer some of lifes basic questions or present commentary on morality,  each type presents a distinct reader experience. Theyve all stood the test of time, which speaks volumes about their ongoing hold on our imaginations. Myth A myth is a traditional story that may answer lifes overarching questions, such as  the origins of the world (the creation myth) or of a people. A myth can also be an attempt to explain mysteries, supernatural events, and cultural traditions.  Sometimes sacred in nature, a myth can involve gods or other creatures. It presents reality in dramatic ways. Many cultures have their own versions of common myths that  contain archetypal images and themes. One common myth that spans multiple cultures is that of a great flood. Myth criticism is used to analyze these threads in literature. A prominent name in myth criticism is that of the literary critic, professor, and editor Northrop Frye. Folklore and Folktale Whereas myth has at its core the origins of a people and is often sacred, folklore is a collection of fictional tales about people or animals. Superstitions and unfounded beliefs are important elements in the folklore tradition. Both myths and folklore were originally circulated orally. Folktales describe how the  main character copes with the events of everyday life, and the tale may involve crisis or conflict. These stories may teach people how to cope with life (or dying) and also have themes common among cultures worldwide. The study of folklore is called folkloristics.   Legend A legend is a story thats purported to be historical in nature but that is without substantiation. Prominent examples include King Arthur, Blackbeard,  and Robin Hood. Where evidence of historical figures, such as  King Richard, actually exists, figures such as  King Arthur  are legends due in large part to the many stories that have been created about them. Legend also refers to anything that inspires a body of stories or anything of lasting importance or fame. The story is handed down orally but continues to evolve with time. Much of early literature began as legend told and retold in epic poems that were passed down orally originally, then at some point written down. These include masterpieces such as the Greek Homeric Poems (The Iliad and The Odyssey), circa 800 BCE,  to the French Chanson de Roland, circa  1100 CE. Fairy Tale A fairy tale may involve fairies, giants, dragons, elves, goblins, dwarves, and other fanciful and fantastic forces. Although originally  not written for children, in the most recent century, many old fairy tales have been Disneyfied to be less sinister and to appeal to kids.  These stories have taken on lives of their own. In fact, many classic and contemporary books, such as Cinderella, Beauty and the Beast, and Snow White, are based on fairy tales. But read the original Grimm brothers fairy tales, for example, and youll be surprised at the endings and how they differ from the versions that you may have grown up with.

Why are we learning US history

Why are we learning US history Introduction Currently, there are numerous demands from the desire to live in the present and focus on the future. This has resulted from the countless uncertainties that people are faced with. As a result, many students may fail to understand the importance of studying early American history at this point in time when they are supposed to be taught about current issues and how to cope with future contingencies (Holt 76).Advertising We will write a custom essay sample on Why are we learning US history? specifically for you for only $16.05 $11/page Learn More This has made many opt to go for science subjects whose purposes they believe are easy to discern. It has to be noted that history is very important; in fact indispensable. Nevertheless, it results are hardly tangible and may not be seen immediately like those of other subjects such as engineering. Learners ought to know that history is very essential not only to individuals but also to the entire societ y. Understanding the society By studying American history, students are able to understand people and the society well. It is by looking at the history of a specific society that one can be able to unravel the mystery of why the society behaves in a specific manner. There are numerous scientific laws that have been put forward in an attempt to explain human behavior. These laws have only been made to stand their grounds by being based on past experience hence underlining the importance of history (Holt 89). Most of the present students have been born at the time when America has already seen civilization. Consequently, it is very hard for such students to understand that technological innovation has a greater influence in the society. It is only by studying the history of the specific society that they can be able to systematically understand the evolution the society has undergone. It is hard for one to solve current problems without knowing the origin of the problem. For instance, to counter a problem such as alcoholism, people have gone to the extent of investigating how alcoholism has been in the past years. Through this, they have been able to learn variations in rate of alcoholism and factors that have contributed to the variations (Holt pp. 124-132). History has greatly contributed in solving the problem of alcoholism in the society. This is because researchers have managed to predict its trend based on the historical trends. Low voter turnout is a major problem that currently affects the American. It is only by looking at the history of the voter turnout that Americans can come up with a lasting solution to the problem. Consequently, by learning American history, students are in a better position of educating the society on the importance of turning out in large numbers for such events (Stearns 256).Advertising Looking for essay on history? Let's see if we can help you! Get your first paper with 15% OFF Learn More They can base their arguments on some of the challenges that were later experienced after elections and attribute them to low voter turnout thus encouraging voters to participate in elections. With every American looking forward for a healthy political environment, this can only be achieved by revisiting the history of its politics, look at the various changes that have emerged and how they have contributed towards improving it or ruining it. Despite a contemporary analysis of the political environment helping in highlight some of the problems; it can not effectively bring out all the problems affecting the American politics. History has to be leveraged for this to be achieved. Moral understanding and sense of identity History contributes to moral understanding and creating a sense of identity. By studying American history, students are presented with varied complexities and dilemmas that past heroes and heroines came across in the past and how they coped with them. As a result, they become inspi red by them thus working towards improving their standards in bid to be improve their identity and be associated with the past heroes and heroines (Stearns pp. 260-263). It is through studying history that students can understand their background. This would help them identify with a specific lineage and learn how their families have coped with historical changes. History helps in creating good citizenship History is a vital subject towards bringing up loyal citizens. This is one of the major arguments that been used in supporting inclusion of the subject in curriculum. One can not love his or her country without first understanding the hardships it has gone through to reach where it is as well as how and why various institutions have been established. By understanding these, one can gauge his or her country with others, acknowledge the achievements made and look for ways to make it better thus becoming a loyal citizen (Stearns 258). Further, studying history helps one learn how pas t, present and future changes that shape citizens’ lives occur or may occur and the impacts they are likely to have. It is through studying the American history that students will be able to develop mental habits that are important for responsible social conduct. Conclusion It is evident that history is indispensable. For some of the scientific theories to be formulated they have to base their arguments on past historical facts. Consequently, learning the American history helps in understanding the social fabrics of the Americans, how the country has evolved and related with its neighbours thus facilitating in molding students to be loyal citizens in future.Advertising We will write a custom essay sample on Why are we learning US history? specifically for you for only $16.05 $11/page Learn More Holt, Thomas C. Thinking Historically: Narrative, Imagination, and Understanding. New York: College Entrance Examination Board, 1990. Stearns, Peter N. Meani ng over Memory: Recasting the Teaching of History and Culture. Chapel Hill, N.C.: University of North Carolina Press, 1993.

5 Gore Movies That Are Not For The Weak Hearted

5 Gore Movies That Are Not For The Weak Hearted Sitting in a dark theatre with a big screen and great sound may not be always fun. How do you feel watching tongues slashed with surgical knives, the human stomach spilled wide open as if someone is demonstrating the human anatomy and eyeballs rolling out on the floor? The grotesque movies often portray the hidden beasts in humans. If you are weak hearted, watching bucketloads of blood may churn your stomach. Here are 5 films that can take you through gruesome gore rides. Evil Dead A ‘scarefest’ that centers around a terrifying trip undertaken by 5 friends who stumble upon the ‘Book of the Dead’ and play an audiotape of demon-summoning chants accidentally. The gore is painful to the eyes and it can make you cringe. This cult classic, originally made in 1983, was remade in 2013. Both the films were rated NC-17. Ichi The Killer The mayhem portrayed in the movie may be tough to deal with. This Japanese crime movie portrays a psychopath who is manipulated into killing rivals of Yakuza gang. The graphic depictions of cruelty and gore scenes led to this movie being banned in several countries. The director, Takashi Miike, looks out for opportunities to dish out manga-style violence and sexulaity be it Ichi masturbating watching a pimp assaulting a prostitute or Kakihara torturing Suzuki by suspending him from ceiling with giant hooks. Cannibal Holocaust This is a gruesome movie that depicts the concept of cannibalism. The plot is revolves around a lost film-making crew that are abused and murdered by the cannibal Yacumo tribes of the Amazons while shooting a documentary on them. But as the story progresses, the evil intentions of the film crew is surfaced which leave the viewers to think who the real cannibals are. The civilized crew members torture and abuse the natives just to get the perfect shot for their movie who in turn just fight back to protect themselves. This Italian flick was from the perspective of a man who was a part of the rescue team sent to retrieve the film crew and the lost camera footage. Hostel This horror trilogy is full of brutality and bloodshed. Though the characters are different but each part of the ‘Hostel’ trilogy revolves around slaying, killing and decapitating and are some of the scariest and goriest movies of all time. The first part is about two college students who are entrapped in a hostel and are preyed upon by â€Å"The Elite Hunting Club† that tortures and slays the tourists for rich elites. The second and third part of the series also gives vivid graphic description of torturing of the backpackers by the club and mere survival of one of the many personae. The movie series by Eli Roth had a good box office collection despite being opposed to theatrical release because of the violent scenes. Saw Though known as ‘torture porn’ by the critics the series of movies were a financial success in the box office. Saw is known to be the best of horror franchise consisting of eight feature films released every year on Friday before Halloweens, from 2004 to 2010. In Saw VII (2010), the scene where Lawrence saws off his foot using a chain cutting saw is disturbing and can give you nightmares. The story revolves around a man who sets up tests for his random victims to account the will of survival through physical and psychological torments. After separating from his wife and grieving over his dead unborn baby, John is detected to be suffering from inoperable cancer and is dying. So, he plays games with people invading both physical and emotional pain in them, without direct killing. He gives them a chance of survival and the one failing the test lose their lives. He cut-out a piece of flesh in the shape of a missing jigsaw piece from the dead victim, hence attaining the name ‘Jigsaw’. These are some of the all-time bests of movies in the ‘horror’ and ‘crime’ genre that can send a chill down your spines. So, watch them at your own risk!

Logistic and Global Supply Chain Management M&S Case Study Assignment

Logistic and Global Supply Chain Management M&S Case Study - Assignment Example The report outlines and explains the different measures and steps taken by the management of Marks and Spencer (M&S) to change the clothing business and supply chain strategy in order to remain competitive in the industry. Changes made by Marks and Spencer (M&S) in its Clothing Business to enhance its Competitiveness: Marks and Spencer (M&S) is a big name in the UK clothing retail industry. The company has been providing the customers with high quality products at competitive prices. Marks and Spencer (M&S) made record profits until year 1998 and expanded into different international markets (Davies, 1999). However, in 1998 the company faced increasing issues and challenges which resulted in negatively affecting the performance of the organisation and hence the organisation started showing negative results (Christopher and Peck, 2001). The main reason behind these negative outcomes was the long supply chain which decreased the responsiveness of the company (Harrison and Pavitt, 2001; Mellahi, Jackson, & Sparks, 2002). However, the management of Marks and Spencer (M&S) analysed and explored the situation and came up with several changes not only in operational practices but also in its overall clothing business in order to increase the competitiveness in the market. On one hand the company focused on reshaping and redesigning its supply chain order to make sure that the customers are provided with clothes on time according to the changing needs and trends in the market. On the other hand the management of Marks and Spencer (M&S) worked on improving and updating the clothing segment according to the changing requirements and preferences of the customers (Burt, Mellahi, Jackson, & Sparks, 2002). The management of the company came up with different clothing brand lines in order to cater to the needs and requirements of different sets of target customers. As a result the company introduced different brands for its clothing business namely: per una, The Autograph, Th e Perfect Collection, The Classic Collection, Indigo Collection, Blue Harbour, and several other (Harrison and Pavitt, 2001). The management of Marks and Spencer (M&S) came up with different brand identities and positioning statements for its different clothing brands and collections keeping in view the different requirements and needs of the targeted customer segments. This in turn allowed the company to increase the overall sales and enhance the growth and performance. Marks and Spencer (M&S) has learned from its initial mistakes and now is monitoring the marketing trends closely in order to respond to the changes on timely basis with effective and efficient strategies. Due to the increasing competition in the clothing retail industry, the company is facing increasing competition in street retailing from the other clothing retailers in the market like Zara and Primak and for this reason the management of Marks and Spencer (M&S) is spending heavy amount to survive and win in the wa r of street retailing (Ruddick, 2012). On the other hand the management of Marks and Spencer (M&S) is looking for other channels to reach the customers including e-commerce and m-commerce. For instance, the company has also provided the customers with the facility of the online