Friday, June 26, 2020

Omniscient Benjy, the Impact of Watching, and Dilsey the Relic - Literature Essay Samples

In The Sound and the Fury, William Faulkner draws attention to Benjys ability to watch through his inability to speak. His character tends toward omniscience, as he constantly stumbles upon (or takes part in) various clandestine acts but does not have the power to articulate these events. Through these situations, Benjy emerges as a weakened representative of Jesus, able to see a great deal, but powerless to impact the immoral doings he encounters. The parallels between Benjy and Jesus seem clear; the reader first meets him on his thirty-third birthday, the day before Easter, etc. However, Benjy represents an extremely diluted version of what Jesus ought to be, only able to change events through his watching eyes, and even then on only the vaguest of terms, unable to make any real difference in characters lives. He discovers both Caddy (seemingly the least corrupt Compson) and Quentin in the woods with lovers, making both girls run away from the situation. Even so, in both cas es Benjy merely delays the inevitable: Caddy gets married at fourteen, and Quentin elopes the next morning with her lover. Benjy thus plays the contradictory role of a moral voice without a voice, making others uncomfortable with their immorality by watching them rather than scolding them. With Benjy as the symbolic Jesus in the novel, it seems that the greater implications are for the seemingly inescapable decay of any concrete human values, with only a vague paranoia regarding the wrongness of ones actions replacing true religious feelings. Faulkner does offer a sort of racialized alternative to the Compsons in Dilsey by demonstrating her stronger sense of spirituality. Dilseys family, though, merely delays the decay of humanity, and if Dilsey represents a moral authority with a voice, hardly anyone listens to her.Most of the significant moments in Benjys narrative arise from him innocently encountering some sort of immoral undertaking that he would not have access to if he we re not mentally disabled. Either other people force Benjy to take part, or he genuinely stumbles upon the situation. One of the first such instances occurs when he acts as a messenger between Uncle Maury and the adulterous Mrs. Patterson (which he botches by giving the note to Mr. Patterson) and promptly runs away (9). T.P. and the male Quentin also force him to participate in their drunken sassprilluh session, which they give to him in part because they want him to hush and not give them away to the rest of the wedding (14). In both these instances, others sort of coerce Benjy into these acts, and he manages to disrupt them in some way. When he finds Caddy and the female Quentin in the woods, however, he does so independently and even against his caretakers commands. Benjy thus seems to have a nose for uncovering the shamefully hidden, acting always as an innocent witness, producing a sense of guilt in Caddy and at least interrupting Quentins tryst with her lover. He comes b etween the girls and their immoral sexual relationships outside marriage, but only on the vaguest of moral ground-their discomfort with continuing in front of the innocent eyes of Benjy.When Benjy catches Caddy with Charlie in the woods, she originally tries to make him go home, and it seems that only in the course of her encounter with her brother does she realize the fault of her actions. She confesses to Benjy, and he confers upon her a sort of revelation regarding her promiscuity. Faulkner writes,Charlie came and put his hands on Caddy and I cried more Are you crazy. Caddy said. He can see. Dont. Dont. Caddy foughtCaddy and I ranI could hear her and feel her chest. I wont. she said. I wont anymore, ever. Benjy. Benjy. Then she was crying, and I cried, and we held each other. Hush. she said. Hush. I wont anymore. So I hushed and Caddy got up and we went into the kitchen and turned the light on and Caddy took the kitchen soap and washed her mouth at the sink, hard. (31) Here, Faulkner clearly highlights Benjys role as a watcher in what drives Caddy to take him home. She tells Charlie, he can see as the only reason why he should not touch her in Benjys presence. After Caddy and Benjy make it to the house, her guilt overcomes her, and she cries, repeating both Benjys name and her promise, I wont anymore.It seems that with such a silent, innocent witness nearby the immoral act of promiscuity simply cannot continue; indeed, Benjys watching eyes make Caddy realize the error of her ways. In this way Benjy continues his Jesus role by being the person to whom his sister sort of confesses in her realization of shame, and even, perhaps, undergoes penance in front of by washing her mouth out with soap. However, this newly installed morality eventually fails; Caddy goes on to lose her virginity a few years later, and gets married the following year, after she sullies herself by having sex before marriage. Even so, it is because Caddy exists among the les s corrupt Compsons that she feels any sort of morality through Benjy-her daughter, Quentin, only allows Benjy to interrupt her rendezvous with the man from the show, and does not seem to gain any greater moral insight, however fleeting it may be.Quentin, as Caddys offspring, represents the next generation of Compson in a more corrupt version of her mother. Through Benjys consciousness and his concurrent remembrance of Caddy, the reader realizes Quentins parallel situation, caught by Benjy on the swings with her lover. Rather than his eyes producing moral shame like Caddys, Benjy only makes Quentin and her lover somewhat uncomfortable. The impact of his watching is thus diluted as the Compsons decay, moving away from a spiritual, morally concrete world where good and bad are pre-arranged for people by a society or religion. In a paragraph neighboring Caddys escape with Benjy, Faulkner writes,You old crazy loon, Quentin said. Im going to tell Dilsey about the way you let him foll ow everywhere I go. Im going to make her whip you good You were snooping around after me. Did Grandmother send you all out here to spy on me. She jumped out of the swing[Quentins lover] struck a match and put it in his mouthI opened my mouth. Quentin hit the match with her hand and it went awayQuentin ran on the house. She went around the kitchen. (31-32)A few paragraphs down, Luster gives Benjy the contraceptive labeled Agnes Mabel Becky, which provides the initial evidence that Quentin indeed has sex in that area, a problem worse than her mothers, who loses her virginity years after Benjy discovers her in the woods. Once again, though, the watching eyes of Benjy produce Quentins initial strong reaction, asking, Did Grandmother send you all out here to spy on me. Her worry does not result from Benjys innocent gaze, but from a more paranoid, morally bankrupt view of a world that assumes a bad intention behind even Benjys actions. Faulkner further reveals her separation from her mother when she runs around the kitchen, the very place Caddy finds her moral ground with Benjy. As mentioned earlier, Benjy manages to delay Caddys corruption a few years, but Quentin leaves home the next morning with the man from the show. Thus, the intensification of Compson promiscuity also comes with a diluted ability to find any sense of moral concreteness through the innocence of Benjy.The lack of a moral-spiritual basis for the Compson family becomes clear in a number of ways throughout the book; aside from their ability to ignore Benjys omniscient gaze, none of them seem to change their schedules on Easter Sunday. Mrs. Compson only complains about how she cannot get rest even on a Sunday, Jason goes so far as to gripe about letting the servants visit church, and Quentin sees no problem in running away with her lover. The Compson decay and lack of moral center coincides well with a lack of spirituality-Faulkner seems to ask whether one can have a sense of moral concr eteness without a spiritual center. Through the Compsons, Faulkner documents the retreat of religion in a modern society. Jesus, or Benjy, is quasi-omniscient but not omnipotent or capable of affecting the spiritless world in any significant way.Faulkner offers a problematic possible counter to the Compsons lack of a spiritual center in Dilsey, the old black servant who fervently believes in Jesus, even proclaiming Ive seed de first en de last (185), a statement similar to one made by Jesus himself in Revelation 22:13. She uses her voice in the Compson house to defend those who need it, most particularly the female Quentin from Jasons irrational rages, thereby demonstrating an altruism absent in most Compson actions. Faulkner clearly sets her up as a romanticized character, able to feel religion through the Easter church service, resulting in her proclamation above. She exudes an aura of odd dignity in Faulkners first objective description of her in chapter four:She wore a sti ff black straw hat perched upon her turban, and a maroon velvet cape with a border of mangy and anonymous fur above a dress of purple silk, and she stood in the door for a while with her myriad and sunken face lifted to the weather She had been a big woman once but now her skeleton rose, draped loosely in unpadded skinas though muscle and tissue had been courage or fortitude which the days or the years had consumed until only the indomitable skeleton was left rising like a ruin or a landmark(165)In this passage, Dilseys worn, but once impressive, costume of velvet and silk represents her status as a sort of aged queen, forced into years of hard labor. All the fabrics and their colors named evoke this reading: purple silk, maroon velvet, and fur, which are hardly the kinds of things even the wealthiest person wears without a certain pomposity involved. The turban serves to add exoticism, though covered by her banal black straw hat-doubtless the imposition of America upon her Africa n past.However, Dilseys outfit, like the survival of her spirituality in later generations of her family, seems doomed. Her fur is mangy, and her skeleton seems to rise out of her flesh as a sign of impending death, the courage and fortitude in her body consumed until she looks like a ruin or landmark, objects which represent a fallen civilization or way of life. The spirituality and moral concreteness Dilseys ruin represents indeed appears diluted through the generations of her family, though to a lesser extent than in the Compsons. Although the whole family goes to church together, one can detect signs of Compson-like decay in Luster, Dilseys grandson. He seems to take pleasure in torturing Benjy by saying Caddy in his ear or shutting the fireplace from Benjys view, offenses heightened by the notion of Benjy as a representative of Jesus. Dilseys admonishing, moralistic remarks have little effect on Lusters activities.The fact that even Dilseys family remains subject to the sp iritual vacuousness so prevalent in the Compsons doubtless holds importance. No one, it appears, can retain a moral compass through the assault of time, moving the families swiftly into the depths of the modern age. One might question Faulkners motivations in presenting the black servant family as less subject to this problem; he seems to exoticize Dilsey at least, his description of her outfit certainly corresponding to the way one might picture African royalty, with their animal nature represented in her furs. Perhaps Faulkner sees the only alternative to modernitys moral flexibility in another, more primitive culture. The comparison of the spiritually successful, black St. Louis preacher to a small, aged monkey (182) fits with this interpretation. The author excuses himself from a totally romanticized, racist view of blacks in the fact that Dilseys family decays, too, but the use of her as a black counterexample to the white Compsons feels problematic. In any case, if Dilse y and the voiceless Benjy-Jesus represent the last bulwarks of Christian belief in the novel, the days or years which consume her body illustrate Faulkners belief in the inevitability of the Compsons moral crisis and its extension to every social niche. It is impossible to shield forthcoming generations from such problems just as it is impossible to shield ones body from the onslaught of time.

Sunday, May 24, 2020

The Importance of Family Relationships in The Young...

In The Young Couple, Jhabvala illustrates the difficulties Cathy experiences in family relationships upon moving to India after her marriage to Naraian, whereas in Two Kinds, Amy Tan describes the difficulties Jing-mei, the heroine, faces in her relationship with her mother. Part of these difficulties are caused by the clash of cultures that the heroines in both stories experience. Cathy feels that she does not fit in to Indian culture and Jing-mei has to live with a mother who, at crucial times, shows that she lives her life according to Chinese principles, whereas Jing-mei prefers the independent, American lifestyle. From the beginning of The Young Couple, Jhabvala makes clear how†¦show more content†¦Naraians family seems to control the couples lives as everything that she does is the subject of scrupulous family concern and because Naraian is annoyed with Indian families, who will not allow a man to take his own decisions but regard it as their right to take them for him. This interference of the family is important as a dramatic tool, to the progress of The Young Couple, as it is this interference that begins to create problems for Naraian and Cathy, as they came to India with a life of purpose and a challenge awaiting them, and after the family start to interfere in the couples affairs, they seem to be prevented from doing anything worthwhile. Their problems seem to revolve around the idea that Cathy cannot live this family-orientated lifestyle. She is unable to get a job for herself, and we know this affects her, as she begins to show signs of boredom; twisting and untwisting the end of her golden plait and she considers her current situation depressing. She cannot get a job because the sort of jobs she would be permitted to do in India depends on her background and social standing, and she is not qualified for these jobs. 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There are more people afraid of this kind of commitment today than there were years ago. Then again, there are those who think marriage is something to do because you’re bored. It’s a joke to them. Being a stand believer of the ethics of marriage, its value is something to be cherished. ARead MoreMarriage : A Relationship That Will Last For A Lifetime1602 Words   |  7 PagesMarriage: How to Cultivate a Relationship That Will Last for a Lifetime The Bible defines marriage as a covenant between a man and a woman sanctioned by God (Ge. 2:24 NIV). As a young man I knew that a marriage could be a challenging prospect. My parents separated, remarried, and divorced again. This skewed my perception of marriage; I believed that marriage was just an archaic tradition that held little relevance in modern society. 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Monday, May 18, 2020

Comparison Of Two Psychological Perspectives, Cognitive...

This essay will attempt to make a analytical comparison between two psychological perspectives, cognitive and behaviourism on what they believe about their approach to learning and also explain what the theories of two psychologist that are associated with both perspectives, highlighting the similarities and differences. AC 1.1, 1.2, Behaviourists believe that learning is a change in behaviour, when the learner is born the mind is tabula rasa (a clean slate) and behaviour is shaped by positive or negative reinforcement, learning is controlled by the teacher who supplies stimulus and reinforcement, so from a behaviourist perspective behaviour can only be learned and each action has to be learned in isolation. Cognitive theorist believe that learning is the ability to process information so they can cope with their surrounding environment, they also believe that there is an internal need to make sense of conflicting observation and that learning is a change in thinking or stored knowledge. Behaviourist set up a situation where the behaviour is likely to occur naturally an only allow for there to be a limited number of responses and wait for the learner to pick the desired answer by choice or process of elimination and then they will be reinforced for choosing the correct answer, whereas the cognitive theorist belie ve in encouraging accommodation (learning information by placing it in a cognitive structure) and assimilation (forming or changing cognitive structures to holdShow MoreRelatedCognitive Psychology Definition Paper1387 Words   |  6 PagesCognitive Psychology Definition Paper Randy Strickland University of Phoenix PSY/360 Dione Johnson July 111, 2011 Cognitive Psychology Definition Paper Introduction Cognition is the â€Å"science† term for the process of thought.† Its usage varies in different ways in accordance with different disciplines: For example, in psychology and cognitive science, it refers to an information processing view of an individuals psychological makeup. 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Thursday, May 14, 2020

Effects of the Global Financial Crisis on the...

Abstract Since July 2007, leading economist believe that this has been the worst financial crisis since the great depression. This essay outlines various viewpoints and influences in respect to the paradigm. Firstly it defines, Global Financial Crisis (GFC) and the impact it has had on International Accounting Standards in regards to implementation and use of their accounting regulations. It also examines The Fair Value Measurement in accordance to the effect it has on the GFC and how the interpretation of fair value is the problem not the method itself. The Positive Accounting Theory (PAT) is also discussed and analysed in terms of it being the dominant theory to justify accounting regulations and standards (Anonymous. 2008a).†¦show more content†¦These areas have been underlined, as well as the accounting regulations, due to the economic difficulty that has been experienced and for the IASB to take a course of action to try re-gaining the trust of investors and large organisations . The amendments made by the IASB consist of: impairments, connecting gaps involving different accounting standards which apply to similar circumstances, financial instruments, changes in the area of consolidation, derecognizing, and improving the accounting for the off balance sheet items (IASB, 2009). ). The issue of bridging the gap between accounting standards has gone through some transition. Initially accounting regulations were able to use various techniques, in which increased the difficulty of compatibility. This was highlighted by the European Unions request for changes in re-classifying financial assets, analogous to the stance taken in the US, namely the Generally Accepted Accounting Policies (IAS) Fair Value Measurement According to IAS 39 (2009), fair value is: ‘The amount for which an asset could be exchanged or a liability settled, between knowledgeable, willing parties in an arm length transaction.’ In fact if there is an effective market, then the fair value would be equal to the current market price. However this is subject to the requirement that it must reflect the wishes of the parties. The reason why fair value measurement is partly liable for the GFC is because when usingShow MoreRelatedGlobal Financial Crisis1408 Words   |  6 PagesACCG 399: Accounting in Context Accounting’s Positivistic Tendencies: Overlaying a Social Science with Pure Scientific Rationale†¨Tutorial 5 - Week 6 Thought Activity The film ‘Inside Job’ is explained the occurrence of the global financial crisis in 2008. It has shown that lots of companies have bankrupted and millions of people lose their jobs and homes around the world. Such as United States, Iceland, England, France, Singapore and China. There is a sentence in this film has make me impressedRead MoreCurrent Financial Reporting Standards On The Workplace Essay1744 Words   |  7 PagesCurrent Financial Reporting Issues It is incontestable that international financial reporting standards (IFRS) are in vogue and global conformity theoretically on the doorstep as about 100 countries implement standard financial regulations. The idea that uniform reporting standards have the same effect on financial reporting undervalues the contested ability to be flexible in financial reporting and introduces another level of debate on the issue of flexibility and uniformity. Apart from the factRead MoreInternational Financial Reporting Standards On The Workplace Essay1740 Words   |  7 PagesIt is incontestable that international financial reporting standards (IFRS) are in vogue and global conformity theoretically on the doorstep as about 100 countries implement standard financial regulations. The idea that uniform reporting standards have the same effect on financial reporting undervalues the contested ability to be flexible in financial reporting and introduces another level of debate on the issue of flexibility and uniformity. Apart from the fact that the merits of flexibility areRead MoreEconomic Development : The Republic Of Financial System1542 Words   |  7 Pages27 years, former communist countries in Central and Eastern Europe (CEE) have experienced a comprehensive financial transformation to help them reintegrate into the global economic market. The transformation with the purpose of improving economic development involved labor market, enterprises restructure, governance, policy, privatization and the most important one: financial system. Financial system plays an essential role in every country’s economic development. It helps reasonably allocate resourcesRead MoreThe Adoption Of International Financial Reporting Standards1271 Words   |  6 PagesThe adoption of International Financial Reporting Standards [IFRSs] around the world has motivated empirical research that examines the effects it has on the accounting information. 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Thus, accounting must be regarded beyond capital market settings, and the different effects that accounting has hadRead MoreIfrs Adoption in the Us - White Paper1463 Words   |  6 Pagescountries around the world already permit or even require public companies to use the new International Financial Accounting Standards IFRS. Among them are the EU, China, Russia, and Brazil. Canada and Korea are expected to adopt IFRS by 2012; Mexico will require all listed companies to adopt IFRS in 2012 (http://www.ifrs.com/ifrs_faqs.html#q1). The U.S., despite a strong initial reluctance to adopt the new standards, are currently working toward a convergence of U.S. GAAP and IFRS. The SEC recently approvedRead MoreInternational Monetary Fund Role : Imf1275 Words   |  6 PagesInternational Monetary Fund Role According to their website (www.imf.org), the International Monetary Fund (IMF) is an organization of 188 countries, working to foster global monetary cooperation, secure financial stability, facilitate international trade, promote high employment and sustainable economic growth, and reduce poverty around the world. The organization was created in 1945 and is governed by and accountable to the 188 that make up its near-global membership. Some notable countriesRead MoreThe Objectives Of Financial Accounting Standards Board3137 Words   |  13 Pagesfast-growing economic globalisation and inter-dependent financial markets ´ institutions, accounting plays an essential role in business environment. Among the general reasons that make accounting a vital component of financial services industry is the fact that practices of accounting are profoundly implicated in the current financial crisis and in proposals for recapitalizing financial institutions and reestablishing stability to th e global financial system. First of all, accountability for an individualRead MorePrinciples Of Gaap And Ifris1742 Words   |  7 Pagesand IFRIS GAAP- GAAP (generally accepted accounting principles) is a collection of commonly-followed accounting rules and standards for financial reporting. Principles regarding GAAP 1. Economic Entity Assumption The accountant keeps all of the business transactions of a sole proprietorship separate from the business owner s personal transactions. For legal purposes, a sole proprietorship and its owner are considered to be one entity, but for accounting purposes they are considered to be two separate

Wednesday, May 6, 2020

Teaching And Learning Style At The Abraham Friedman...

Introduction Throughout the program, my placement was set at the Abraham Friedman Occupational Center. The students were predominantly Spanish-speaking adults who immigrated from South America and Central America to downtown Los Angeles. The program was ESL Intermediate High B which integrated all language skills. Since October last year, I devoted seventy hours to observation and taught four lessons totaling five hours. Mr. Buckley, the guiding teacher, was an inspiring educator who created a variety of classroom activities that were developmentally appropriate for the adult learners. Analysis I benefited from the observation experience both as a language learner and a potential ESL teacher. When I started the practicum, I had little teaching experience. I never attended any English learning program in the United States. In particular, I enjoyed the its interactive teaching and learning style. I thought to myself that being interactive was all about being spontaneous and going with what s happening in the classroom. With this naive belief, I came up with the first lesson plan in just an hour. It turned out that the lesson was not effective. It was when I reviewed my first teaching video that I found how powerful the reflective cycle was. It helped me slow down thinking so that I can attend to what is rather than what I wished were so, and then to shift the weight of that thinking from my own teaching to students learning (Rodgers, 2002, p. 231). It lookedShow MoreRelatedThe Abraham Friedman Occupational Center889 Words   |  4 PagesThroughout the program, my placeme nt was set at the Abraham Friedman Occupational Center. The students were predominantly Spanish-speaking adults who lived in downtown Los Angeles. The program was ESL Intermediate High B that integrated language skills. 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Development of Business Represents a Part of Evolution Process

Question: Development of Menu Represents A Significant Part Of Why Evolution Process? Answer: Introduction: In the present time, the restaurant business has evolved significantly in order to keep all the customers satisfied with the provided products and services. Development of menu represents a significant part of evolution process, as it can induce customersmanagement to avail specific foods and services (Wansink and Love 2014). For that reason, restaurants often focus on developing the layout of the menu that is readable, informative and profitable. Psychologists have provided a list of practices that every restaurant should incorporate in their menu design for gaining higher profit from the market. In this report, the focus would be provided on the menu psychology of an Australian casual dining restaurant namely Guzman y Gomez. After establishment in 2006, Guzman y Gomez has developed 67 restaurants stores throughout Australia (guzmanygomez.com 2017). The report will aim to evaluate the psychological aspect of the menu. It will also focus on highlighting the factors that can have impa ct on the menu planning procedure. Evaluation of menu: As per the article by Malka and Soto (2015) restaurants that focuses on designing their menu in such a way so that it can highlight their most profitable offerings. Highlighting the items has been utilized in the retail sector for many years. The store counter, window and mannequin display are used to promote clothing and merchandise. Psychologists identified that customer notice of merchandise can induce them to purchase products on regular basis. On the other hand, if a customer fails to notice, it will be a zero probability of selling that product. Restaurants have focused on using merchandise concept in developing menu for highlighting their best products or most profitable item. It has been termed as menu psychology or menu design psychology. Over the years, the design or structure of menu has evolved on continues basis in order to provide restaurants the opportunity to enhance profit in the competitive market. Guzman y Gomez specializes in producing Tex-Mex dishes such as nachos, burritos, quesadillas and taco, which has allowed the restaurant to develop a separate space for it in the market. For that reason, it has focused on placing all the prime items in the menu list in such a way so that it can grab the attention of the customers significantly. The menu design of Guzman y Gomez has also included small pictures of all the items within the menu so that it can provide customers an idea regarding the kind of foods they will receive after ordering a particular product. As illustrated by Johns, Edwards and Hartwell (2013) four different categories or factors are available including Stars, Puzzles, Plow horses and dogs that restaurants need to accommodate within the menu design in such a way so that it can ensure maximum p rofit for the organization. Now, Stars represents those products that are high in sales and high in profit. On the other hand, Puzzles reflects products that high in profit but low in sales. Plow horses represents low profit but high sales products while Dogs reflects low profit low sales products (Fleming 2013). The menu design aspect of Guzman y Gomez has focused on categorizing all the products within these factors for creating maximum impact on the sales volume. Summary of findings: As described by Ozdemir (2012) restaurants can use multiple nuances to coax customers in spending on more high profit items. Guzman y Gomez also has designed the menu in such a way so that it can able induce customers to purchase the most profitable products on regular basis. Moreover, Guzman y Gomez has also provided a conscious effort at the time of setting prices for each item. It has avoided of using dollar sign at the time of placing price in the menu list. Psychologists have highlighted that dollar symbols can actually induce customers to feel that they are spending larger amount when they are not. Moreover, Guzman y Gomez has also tried to avoid pricing strategy of 99 cents at the end. General assumption on 99 cents is that the particular product is cheap and unsatisfying. For that reason, the pricing strategy of Guzman y Gomez has focused more on setting up the price with 95 cents at the end (Roseman, Mathe-Soulek and Higgins 2013). With increasing competition, all restaurant s are trying to introduce some unique and innovative servicesmanagement in order to provide value added services to the customers. It has induced Guzman y Gomez to include some additional information like weight of the products, ingredients of the products and also amount of calorie one would consume by eating a specific item into their menu design. It has allowed Guzman y Gomez to provide some value added services to all the customers, which is likely to create positive impact in retaining them for long period of time. It has allowed Guzman y Gomez to achieve consistent growth in the extremely competitive Australian restaurant market. Thus, it can be assessed that both placing of the products in the menu list and price setting of the items can create major impact on the overall business level of the organization (Ozdemir and Caliskan 2015). Therefore, it is necessary for all the restaurants to utilize both the factors in such a way so that it can induce customers to spend more on t he most profitable items on the product list. Recommendations: The present design of menu of Guzman y Gomez has helped them to achieve continues success in the market. Guzman y Gomez has included a stepwise procedure in their present menu design in order to induce customers to spend more on more than one product (Yang 2012). However, some areas of menu design will have to consider by Guzman y Gomez in order to maximize the impact on the business level. Firstly, it will have to focus on using top right theory of the menu design comprehensively for inducing customers to select most profitable items on regular basis. The top right theory suggests that customers look at the top right section of the menu list at the beginning. For that reason, keeping the most profitable item in this section will allow that Guzman y Gomez to grab the attention of the customers easily. Secondly, Guzman y Gomez can also use box technique at the top right section in order to prominent the prime products comprehensively. Thirdly, Guzman y Gomez will have to focus on plac ing the Puzzle products at the most prominent position of the menu card. It will help the restaurant to increase the sales volume of the products that are high in profit but low in sales. Moreover, increasing popularity of Puzzle products will allow Guzman y Gomez to increase the number of prime products in their offering list in near future (Feldman et al. 2014). Fourthly, Guzman y Gomez will have to focus on developing menu with all the detailed information about the each item apart from the names and price list. For instance, it needs to add information about the time customers will have to wait for a particular product before serving. It will also need to provide detailed information about the amount of calorie associated with the each of the item. Fifthly, Guzman y Gomez needs to focus on using round figure prices rather than decimal pricing strategy. It can help Guzman y Gomez to increase the value of overall services. Conclusion: The above illustration has highlighted the fact that development of effective menu design is critical for achieving success in the market. It induces customers to purchase products that are more profitable in nature, which eventually creates positive impact on the overall sales volume. For that reason, restaurants need to be very careful at the time of designing the menu, as it can help to handle all the future challenges of the market effectively. References: Feldman, C., Su, H., Mahadevan, M., Brusca, J. and Hartwell, H., 2014. Menu psychology to encourage healthy menu selections at a New Jersey University.Journal of Culinary Science Technology,12(1), pp.1-21. Fleming, A., 2013. Restaurant menu psychology: Tricks to make us order more.The Guardian,8. guzmanygomez.com, 2017.Guzman y Gomez - Mexican Taqueria. [online] Guzmanygomez.com. Available at: https://www.guzmanygomez.com [Accessed 30 Apr. 2017]. Johns, N., Edwards, J.S. and Hartwell, H.J., 2013. Menu choice: satisfaction or overload?.Journal of Culinary Science Technology,11(3), pp.275-285. Malka, A. and Soto, C.J., 2015. Rigidity of the economic right? Menu-independent and menu-dependent influences of psychological dispositions on political attitudes.Current Directions in Psychological Science,24(2), pp.137-142. Ozdemir, B. and Caliskan, O., 2015. Menu design: A review of literature.Journal of Foodservice Business Research,18(3), pp.189-206. Ozdemir, B., 2012. A review on menu performance investigation and some guiding propositions.Journal of Foodservice Business Research,15(4), pp.378-397. Roseman, M.G., Mathe-Soulek, K. and Higgins, J.A., 2013. Relationships among grocery nutrition label users and consumers attitudes and behavior toward restaurant menu labeling.Appetite,71, pp.274-278. Wansink, B. and Love, K., 2014. Slim by design: Menu strategies for promoting high-margin, healthy foods.International Journal of Hospitality Management,42, pp.137-143. Yang, S.S., 2012. Eye movements on restaurant menus: A revisitation on gaze motion and consumer scanpaths.International Journal of Hospitality Management,31(3), pp.1021-1029.