What Is Environmental Scanning Essay Example

What Is Environmental Scanning? Paper How can environmental scanning be executed and what are the effect of it on and organization. What techniques can I as public relations practitioner use to prepare my company or future scenarios? Crisis management is part of a public relations officer job. An organization wont make it through a crisis without proper guidance and an action plan. What elements go into a crisis management plan? How can I as public relations practitioner steer an organization through a crisis. How can I prepare my organization for any possible scenario? This will allow the organization to evaluate and detect early signs of opportunities and threats that may influence its current and future plans. . 2 Environmental techniques and types My organization of choice is First National Bank (FAN), one of the main banks in South Africa . My following answers is based on this organization: 2. 2. 1 Environmental scanning techniques We can identify two key techniques to perform environmental scanning, namely competitor intelligence and scenarios. Competitor intelligence: It is becoming increasingly more important for organizations to know what your competitors are up to in todays competitive climate. The more a company can find out as to the actions of its competitor, the better their own chances are to prepare and adjust accordingly. With information at our disposal you can easily do research into what another organization is working towards. We see advertisements around us, year-end financial are readily published on organizations websites and newspaper reports are some of the few ways to gain competitor information. FAN reinvented themselves in a way their competitors couldnt. We will write a custom essay sample on What Is Environmental Scanning? specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on What Is Environmental Scanning? specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on What Is Environmental Scanning? specifically for you FOR ONLY $16.38 $13.9/page Hire Writer They scanned the environment of their competitors and came up with such unique product offerings. This Set them apart from the rest Of the banking industry. FAN created an easy way of banking for clients. Scenarios: A scenario is not a specific forecast of the future, but a lassie description of what might happen. Scenarios are like stories built around carefully constructed plots based on trends and events. They assist in the selection of strategies, identification of possible futures, making people aware of uncertainties and opening up the imagination and initiating learning processes. One of the key strengths of the scenario process is its influence on the way of thinking of its participants. FAN is the most innovative bank at the moment. They used various scenarios to illustrate and adapt to their clientele and staff needs. 2. 2. 2 Environmental scanning types An effective environmental scanning program should enable decision makers to understand current and potential changes taking place in the institutions external environments. Scanning provides strategic intelligence useful in determining organizational strategies. There are three different types of environmental scanning namely: Scanning for forecasting Environmental scanning creates the basis upon which forecasts can be done. Scanning brings about information to the foreground from where future scenarios can be created. There are some specific outcomes for which management is likely to see forecasts. This will include future revenues, new genealogical breakthroughs and issues. Revenue forecasting indicates future revenues. The way in which revenue forecasting is conducted is by looking at past revenue figures. This information will be accompanied by various other questions like: A) What revenue patterns has FAN experienced in the past? 3 B) What changes in the economic, social and other factors might affect the pattern in the future? C) What will other banks do? Technological forecasting aims to identify changes in technology and the time in which new technologies are likely to be economically feasible. The world of technology is changing rapidly on a daily basis. This in turn will have an effect of an organizations demand for current products and services. FAN is a clear leader when it comes to keeping banking up to date with the latest technology. They incorporate social media, tablet computers and innovative banking to their forecasting. FAN will use issue forecasting to collect information to determine how its public and the organization will react to future events, trends and crisiss. There are various forecasting techniques namely: A) Trend extrapolation B) Trend impact analysis C) Scan inning D) Monitoring E) Delphi technique uh F) Cross-impact analysis G) Scenario writing H) Computer simulations Technology assessment Scanning for bench marking This type Of scanning searches for the best practices among competitors or non-competitors that lead to their superior performance. The core idea is to learn from other organizations and even implementing methods from other leaders. R-N.B. might be a leader but they are constantly updating their business strategies Scanning for analysis There are a few researchers went above just scanning and created models which included analyzing: Bates found a gap in existing models. He created his MAPping model which introduced the stage of prediction to bridge the gap teen understanding the present environment and developing strategy for the future Anus developed QUEST (quick environmental scanning technique) where executives share their views to determine trends and events Anions designed a model that detects and respond to weak signals in the environment 5 3 CRISIS COMMUNICATION PLAN CRISIS COMMUNICATION PLAN FOR THE SOUTH AFRICAN POST OFFICE Statement of purpose Purpose of the plan The purpose of this crisis communication plan is to ensure that all staff that are responsible for managing a crisis are fully equipped with relevant and factual information, and heir efforts are coordinated to minimize the impact of the crisis. The plan must also ensure all stakeholders are provided accurate information in a timely man near. Policy and philosophy Building upon the South African post Offices core principles, mission and vision. The philosophy is: To continue providing world-class postal services to the nation during times of crises, leveraging our broad reach technological capabilities. The SAPP will remain transparent at all times, communicating with honesty and integrity. Definition of the potential crisis This serves as a crisis communication plan for when the South African Post Office could experience a crisis relating to operational disruptions from its workforce. The predominant effect on the operations of the Post Office will be that it will not be in a position to fulfill its postal delivery obligations. Extended disruption could result in a significant backlog at all collection points across the country. Disruptions would have the most detrimental effect during peak periods of the year, such as Easter and Christmas. There is also a possibility of violence and sabotage by disgruntled workers. 6 A crisis management team First and foremost, it is important to identify the key individuals within the organization who will be part of this core team. Depending on the degree of a crisis, the team will consist of senior employees that are in a position to take important decisions. The team will comprise of the following people: Crisis manager: The Post Office COO holds the function of crisis manager. Their key responsibilities are communication with senior management, and coordination during the corals. Emergency services co-ordination: This functional, fulfilled by the companys head of Facilities, will be the primary contact point and co-ordination of all emergency personnel and law enforcement. A labor relations official: The head of HER will fulfill this function, acting as the liaison between the company and all labor unions. Information officer: The head of Company Secretariat will be the information officer, responsible for documenting the events and to keep the crisis management team up to date. Public Relations officer: This role, fulfilled by the head of Public Relations, will compile and coordinate all communication with the internal and external publics. They advise the crisis manager on the crisis management strategy. Official spokesperson: The hea d of Investor Relations is the official spokesperson during a crisis, expansible for directly handling all media. A legal advisor: The head of Group Legal will provide counsel to the crisis management team to ensure the crises in managed within legal bounds. 7 A staff schedule When crises arise it is standard procedure for the entire workforce to report for duty. It is the role of the plan editor and co-ordination to supply a staff schedule as to make sure who will working at certain times so that there is continuity. The staff schedule should include all important contact numbers of the members forming part of the crisis management team. As the crisis runs its course, the staff schedule should be adjusted accordingly. Emergency contact details: Crisis Manager Tell: Oil 123 4567 Cell: 083 xx xx Emergency service co-ordination Tell: 01 1 987 6543 cell: 082 xx xx Labor Relations officer Tell: 01 1 222 3333 cell: 079 xx xx Information officer Tell: 01 1 765 8888 Cell: 081 xx xx Public Relations officer Tell: 01 1 008 4421 Spokesperson Tell: 01 1 384 5600 Cell: 082 xx xx Legal adviser Crisis control centre The control centre during a crisis will be the Executive Boardroom at the Fragmentation head office. Access will be limited to the crisis management team and designated external advisors. Requisite equipment must e made available in the control centre, namely: Computers with Internet Photocopiers, scanners and printers Telephone lines and telephones Sufficient electrical outlets with backup power for all mobile devices and computers. Television and teleconference system The crisis management and crisis communication plans 8 Media centre The Ground Floor Auditorium will serve as the designated media room during times of crisis. This is where the media can setup their stations, and where all communications with the media will take place. This room will also be the command centre for the public relations team.

Free Essays on The Case Of The Unpopular Pay Plans

The Case of the Unpopular Pay Plans Tom Ehrenfeld (HBR Jan- Feb 1992) Yogesh Yadav Roll no 451 GUDMS The command and control style of leadership is becoming redundant and the team-based approach to work is increasingly becoming popular. It is the most essential component of success as diversity of ideas and input helps a lot in making better decisions aligning teams toward a common objective and creating the same incentive system across the entire company would help direct everyone’s talent toward creating value for customers and shareholders. Teamwork plays an important role in the success of any organization. Teamwork characterizes values that encourage listening and responding constructively to others’ views, providing support, and recognizing the interests and achievements of others. These values ensure team performance, individual performance, and organizational performance. The new pay plan rolled out has all these features incorporated in it. Yet we see, not all employees are in the favor of the same. Then what should Sam Verde do before he rolls out a new plan for TopChem Before rolling out the compensation / pay system for TopChem, Sam Verde should ask himself â€Å" What does the compensation package want to convey to the employees?† Whether we realize it or not, it is says a lot. Childcare and health benefits say that you value family. Throwing a party at the end of your business's busy season lets the employees and their families know that you appreciate it when your people go the extra mile. That message is important. It is important, therefore, that he gives a lot of consideration to the compensation structure. After all, for employees, compensation is the equivalent not to how they are paid but, ultimately, to how they are valued. He should make some minor modification to the system as follows: 80 % of the former pay (base pay now) should be determined by internal equity so as to avoid... Free Essays on The Case Of The Unpopular Pay Plans Free Essays on The Case Of The Unpopular Pay Plans The Case of the Unpopular Pay Plans Tom Ehrenfeld (HBR Jan- Feb 1992) Yogesh Yadav Roll no 451 GUDMS The command and control style of leadership is becoming redundant and the team-based approach to work is increasingly becoming popular. It is the most essential component of success as diversity of ideas and input helps a lot in making better decisions aligning teams toward a common objective and creating the same incentive system across the entire company would help direct everyone’s talent toward creating value for customers and shareholders. Teamwork plays an important role in the success of any organization. Teamwork characterizes values that encourage listening and responding constructively to others’ views, providing support, and recognizing the interests and achievements of others. These values ensure team performance, individual performance, and organizational performance. The new pay plan rolled out has all these features incorporated in it. Yet we see, not all employees are in the favor of the same. Then what should Sam Verde do before he rolls out a new plan for TopChem Before rolling out the compensation / pay system for TopChem, Sam Verde should ask himself â€Å" What does the compensation package want to convey to the employees?† Whether we realize it or not, it is says a lot. Childcare and health benefits say that you value family. Throwing a party at the end of your business's busy season lets the employees and their families know that you appreciate it when your people go the extra mile. That message is important. It is important, therefore, that he gives a lot of consideration to the compensation structure. After all, for employees, compensation is the equivalent not to how they are paid but, ultimately, to how they are valued. He should make some minor modification to the system as follows: 80 % of the former pay (base pay now) should be determined by internal equity so as to avoid...

Upgrade Your Essay Writing Process Say NO to Multitasking

Upgrade Your Essay Writing Process Say NO to Multitasking Upgrade Your Essay Writing Process: Say NO to Multitasking If you want to improve your essay writing process, you should avoid multitasking. This is an important thing to stress because what most people think of multitasking is incorrect. First of all, there is no such thing as multi-tasking. Instead, there is task switching. Your mind is not able to focus all of its attention on two things at once. What it can do instead is switch faster and faster between the two or more tasks. This is an important distinction because it means that if you are trying to do two things at once, your mind will constantly switch between the two and this means time wasted during the switch. If you choose, instead, to focus on just one thing at a time until that one task is done, you can save time and avoid the need to switch tasks. In fact, studies indicate that your IQ drops by 15 points when you are trying to task switch, because it reduces the brain power you can apply to any given task. That being said, in order to improve the process by which you produce your top notch essays, you should cover all of the key components in a linear fashion, one after the other: Develop Your Thesis Your thesis is the main idea warming argument that you are presenting. It must encapsulate your response to the prompt. To strongly express your overall response to whatever the main question is, you want to avoid having a thesis statement which is far too simplistic. Your goal here is to show that you actually put thought into the complexities behind your prompt. Remember too that the thesis serves as the backbone for your writing assignment and therefore it must be stated within the introduction. It is also the one idea which is referred to multiple times throughout the remainder of your content and all of the work you complete in the remainder of your content is designed to demonstrate how you prove your thesis. Write Your Introduction The introduction is where you not only introduce your thesis but when you open up your discussion. You want to indicate to the reader how the question or the prompt is going to be answered and engage the reader. Create the Main Body When you write the main body of your writing, you want to make sure that each new point has its own paragraph. You should use words or phrases at the onset of every paragraph to indicate to the reader how it relates to the content you presented previously such as nevertheless, in addition, or however. You should start each of your body paragraphs with a topic sentence which clearly links it to the remainder of your written content. Make a Conclusion When you sit down to write your conclusion you want to summarize the key ideas and demonstrate how the information you presented proves your thesis. You should finish with a thought-provoking or interesting comment. Overall, trying to multitask is not going to help you get anything done faster. What will help is doing things in a proper order and sticking to that order whenever you are working. Essay writing can be improved with organization and focus. At you can also get professional essay writing help on any topic.

Energy Consumption Essay Example | Topics and Well Written Essays - 2000 words

Energy Consumption - Essay Example From this discussion it is clear that peak load values will be obtained when there is more demand on the electricity due to use of appliances. In this case peak load values in the student halls will be recorded during the early morning when the students will be preparing to go to class or any other activities they are involved in. The use of the instant heating showers, blow dryers, iron box coupled with the demand to ensure that the room is warm enough due to the morning cold, the amount of electricity in use instantaneously shoots up. Peak load can also be noticed in the evenings just when the students are coming back from their classes and other activities they have been engaging in during the day. The use of electrical appliances in use throughout the hall increases so does the demand for the energy to drive them, these appliances are mostly for entertainment purposes such as gaming console, television and stereo systems.This paper highlights that  base load is the lowest avera ge in energy consumption at a particular period when the consumption is steady. Base load values will be obtained when there is less demand on the electricity.  The best time to do this is at night when the students are preparing to sleep through to the time they are about to wake up.  The results show a gradual decrease in base load from the month of January to the month of August after which it gradually increases.  ... Base load values will be obtained when there is less demand on the electricity. In the students halls Base load values will be recorded during the day while most of the students will be away, because this brings down the overall consumption of energy although the values during the day might not be very reliable because of the students left in the halls since the will still be consuming the electricity this may take out the steady aspect in the calculation of base load values. The best time to do this is at night when the students are preparing to sleep through to the time they are about to wake up. This allows for consumption to go low and maintain a steady flow thus making it a more appropriate time to calculate the base load values. For this assignment the base load was calculated by averaging the consumption between 00:00 hours and 06:00 hours when the consumption was low and steady. The results were averaged again to find the base load for the month from January through to Octobe r. Also calculated was the difference in base load values to determine the change in base load values between months. The results were found and represented as follows: Monthly Base load Month Base load value Base load difference January 288411.8 0 February 314269.3 25857.5 March 338548.9 24279.6 April 361666.5 23117.6 May 384706.7 23040.2 June 407179.9 22473.2 July 425351.1 18171.2 August 441813.4 16462.3 September 458685.6 16872.2 October 477464.7 18779.1 The results show a gradual decrease in base load from the month of January to the month of August after which it gradually increases. This could probably be attributed to the change in weather since it gets cold around late August and beginning of

Blacks Leisure Group Board Essay Example | Topics and Well Written Essays - 2500 words

Blacks Leisure Group Board - Essay Example Hence, for the development and sustenance of a competitive advantage the marketing planner of a company needs to recognize that the advantage an organisation or brand possesses that is meaningful will be copied or improved upon by competitors sooner rather than later (Wilson R. and Gilligan C., 2005, p 405). Established a century and a half earlier in 1863, by Thomas Black, the Blacks Leisure Group has come a long way from being a humble sails manufacturing company to a camping, outdoor and sporting goods retail empire. Today, for millions of those out-door loving enthusiasts, the company is more of an institution that a mere retail store. Presently, the Black Leisure Group holds a powerful presence within two of the exclusive markets in which the company operates: Broadwear and Outdoor. Currently the management team of the group is focusing on restoring and, developing and sustaining its competitive advantage. The management is also concentrating on building upon the disciplines of operational improvements that was achieved in the current financial year (Black Leisure Group plc, 2008). However, to in order to return to its past performance levels and to develop and sustain its competitive advantage an innovative business strategy with further radical changes will be required. To be able to lock horns with other competitors and to come on top in the present era of fasted paced innovation and ruthless competition, the sustainability and competitive advantage of companies are defined by innovative strategies.Henceforth, in order to conceive of a corporate strategy through the company will successfully be to develop and sustain its competitive advantage, first a better understanding of the link between strategy and competitive advantage is a must.   Strategy and Competitive Advantage According to the definition of competitive advantage, it as an advantage gained over competitors by offering the consumers a greater value for their investments either by means of low prices or by the provision of greater benefits that does justice to higher prices. For a company to gain a competitive advantage over its competitors Michael E. Porter has identified four "generic" business strategies (Porter E.M, 1980). These "generic' strategies relate to the extent to which the scopes of a business' activities are narrow against the extent to which a business seeks to differentiate its products. The four strategies are as follows: Differentiation Strategy: This strategy is based on studying the different criteria used by consumers while buying products and selecting one or more of these criteria and then positioning the business to meet the chosen criteria. This differentiation strategy is all about charging a premium price for a product that covers the added production costs, ensuring profit and as well as giving the consumers obvious reasons to choose the product over the other less or not differentiated products. The examples of differentiation strategy can be better understood with case studies of Mercedes cars and Bang & Olufsen Company (Porter E.M, 1980).     

Lucky :: Personal Narrative Writing

Lucky When I was little, I used to dream about being the Governor of Hong Kong. I still remember the composition I wrote in my primary school, in which I conveyed my vision and even outlined the policies I planned to carry out once I became the leader of the government. After a few years, I realized that it was almost impossible for me to be the Governor of Hong Kong, because the position was in fact appointed by the British government. This was a piece of disheartening news. I tried to console myself by saying that at least I had aimed at entering politics. In my mind, politicians are not only smart, but also selfless and I sincerely appreciated their contribution to the society. In Hong Kong, however, it was unusual, if not odd, for a young boy to want to be a politician. You might accuse me of over-generalizing, but this was what I thought at that time. A few years later, as my general knowledge of the world outside my classroom gradually developed, a gleam of light was shed on my dream again. I realized that Hong Kong people would eventually have the chance to choose their own governor some years after the handover of Hong Kong back to Mainland China in 1997. The idea of Hong Kong being returned to China was frightening to many Hong Kong people in the early 80s, but the handover turned out to be a joyful and memorable moment for most of the citizens. Today, Hong Kong is no longer a colony of Britain and Chinese are holding most of the top positions in the government. More significantly, the Governor, now renamed as the Chief Executive, is also Chinese. In other words, I still have my chance. I am convinced that not only I, but the Hong Kong community in general welcomes this political change, which brings more power to the hands of Hong Kong citizens. Possessing more political rights seems to be a foreign concept to us, but it definitely sounds like something positive. People used to wonder why Hong Kong people were so indifferent to politics. I think I know the answer now. It is indeed very straightforward. Hong Kong people were essentially unable to make an impact on the government, as we were under the rule of foreigners.

Multimodal Discourse Analysis of Two English Learning Visual Advertisements Essay

It was not until the advent of â€Å"new media age†, which by definition involves prevailing digital-mediated communication modes and substantial usage of multiple semiotic resources combined in the realization of discourses, did the mainstream preference of monomodality unprecedentedly challenged (Kress & Van Leeuwen, 2001). Language, as one of the semiotic resources, is by no means the only carrier to realize discourses. Diversity should be acknowledged in the current age when visual, audio and other kinds of semiotic resources are convenient and efficient in delivering the abstract discourses concept into expressions (Kress, 2003). The present study will base its analysis primarily on the multimodal discourse analysis framework and visual grammar proposed by Kress and Van Leeuwen (1996, 2001), as an application of their theoretical framework into practices. Since the multimodal discourse analysis (hereafter MDA) theory has been established only within this recent decade, an d it is relatively hard to find solid references to support this theory, flaws and limitations are therefore unavoidable. As MDA is considered the subdivision of Systemic Functional Linguistics (hereafter SFL) which focus on social semiotic approach of critical discourse analysis (hereafter CDA), this present study should be considered as an experimental attempt of utilizing MDA in incorporating social culture and ideology into discourse analysis[1]. Firstly, the rationale underneath this present research is based on Kress and Leeuwen’s four-layered meaning rendering domains known as â€Å"strata† (Kress & Leeuwen, 2001), as well as their theoretical construction of visual grammar, which is an outspread, or more specifically generalization of verbal grammar (Kress & Leeuwen, 1996). Basically, the theory of strata gives an overall account of meaning-making in multiple articulations among discourse, design, production and distribution, the first two of which being associated with content and the latter two with expression. The basic meaning making flow is conceptualization (from discourse to design), materialization (from design to production) and reproduction (from production to distribution). In this research, only the first phase of meaning articulation will be dealt with, because the data analyzed here are visual advertisement posters on the internet without tangible material texture such as paper or stone, which made the analysis less complex and more focused. According to Kress and Van Leeuwen (2001, pp.21), the process of design involves three things simultaneously: (1) a formulation of a discourse or combination of discourses, (2) a particular (inter)action, in which the discourse is embedded, and (3) a particular way of combining semiotic modes. This threefold process has at least two implications: (1) the realization of social communication by encoding the abstract discourse into a specific design and (2) deliberate choice of communication media through which the meaning could be more effectively delivered, such as the combination of music, image and sequence in films. For the second implication, this present research only involves visual mode of semiotic resource which further reduced the complication of analysis. The first implication is actually the central focus in this research paper. If the process of designing is, to some extend, a process of encoding, then using the visual grammar to analyze this design is exactly the reverse process, namely decoding. That is to say, this paper is aiming at using visual grammar as a tool to decode the visual image so that to find out the hidden social constructed discourses underneath the poster. The similarity between visual grammar and verbal grammar lies in their system underlying the language-use, the ubiquitous fundamental elements of linguistic rules (Chomsky, 1972). This generative grammar lends validity to the set of rules Kress proposed suitable for analyzing visual literacy or visual language. This present analysis will primarily follow Kress’ framework of visual grammar, divided into three levels: representational, interactional and compositional. The representational grammar is heavily associated with ideational meaning in SFL, which basically deals with the internal relations between the depicted participant s and a setting of circumstances in which they occur[2]. The representational grammar is basically realized by vectors which could exhibit the interrelations between the participants or between the participant and the viewer. In advertisement 1 (see appendix), the participant is a young white-collar employee who desperately gazing towards the reader/viewer. From the perspective of the representational grammar, this is a non-transactional reaction, characterized by a gazer but without a phenomenon appearing on the poster. The non-transactional process is characterized by a vector extending from the gazer’s eyes towards directly outside the poster or to the reader/viewer who looks at the poster. Similarly, advertisement 2 (see appendix) also shows a non-transactional reaction. But the gazer—a caricature figure of ancient Chinese historical character Zhuge Liang—does not extend his eye-line vector directly towards the reader but to somewhere else without specified phenomenon. Moreover, the second advertisement has, though implicit, an action vector: the feather fan in the cartoon figure’s hand indicates a manner of waving. Although this action vector is also non-transactional, it is stronger than a reaction vector. If comparing these two posters from a representational level, the first one is completely reaction vector with clear pointing angle to the reader. That is to say, the reader/viewer here is actually the phenomenon of the gazer. The second one has both action vector and reaction vector, though both non-transactional. The action vector adds to the poster’s agentive quality and centralized its salience on the movement of waving feather fan. The interactive grammar is concerned with social relations between interactants and the represented world of text (readers/viewers). There are four major systems: contacts, social distance, attitude and modality (Kress & Van Leeuwen, 1996, pp.43-118). The following part will analyze the two posters within each system. In the first advertisement, the interactive participant, or that young male white-collar imposes a â€Å"demand† contact towards the viewer, which is a direct eye-line vector towards outside the poster. Contrastively, the gazer on the second poster presented an â€Å"offer† contact, which is characterized by no direct eye contact (though imaginary) with the viewer. The distinction between demand and offer significantly distinguished these two posters. The mood represented in the first one is more engaged, direct and intensive. The young male looks directly to the reader as if interrogating the readers if they had been through the same desperation and suspicion on the fact whether Chinese could ever learn English well. He seeks the recognition and resonances from the reader towards his own feelings. His demanding eye-line attracts the reader’s counter-directional reaction vector, and the reader will feel passively being gazed and therefore a tense feeling and obliged inward self-inspection: â€Å"whether I am just like him who cannot learn English well.† However, the mood in the second poster is more disentangled, aloof and carefree. The cartoon character looks at somewhere else as if intentionally avoiding eye contact with the reader. This manner of â€Å"offer† invites the reader to cast reaction vector towards him. By showing a confident manner of â€Å"already discovered the secrets of learning English†, this advertisement uses the absence of contact as a strategy to arouse viewer’s interest in discovering â€Å"what exactly is the secret that this ancient sage has†. Similarly, under the social distance system of analysis, the first poster is very intimate/personal, characterized by a close shot, yet the second one is relatively impersonal under a medium shot. From the perspective of attitude system, the first poster is presented from a front, eye-level angle which represents heavy involvement and equal status with the viewers. The designer of the poster intends to create a young man who could be anyone of those young white-collar who has problems learning English. The second one is also presented from a front, eye-level angle. Yet it is noticeable that due to the disproportion of its body and the small proportion between his eyes and the entire face, it is very likely to get an illusion that it is a low angle, which signifies the represented participant’s power. The compositional grammar primarily deals with the way in which information or value is transferred from the represented participants towards the viewers. Since the two posters both adopted a centered circular position which presented their central characters in the very core of the composition, there is very little to compare in the aspect.