غزل
ڈاکٹر مقصود جعفری
کب تک رہِ اُلفت پہ تُو نادان رہے گا؟
اِس رہ پہ چلے گا تو پریشان رہے گا
اب بارِ محّبت کو سفینے سے اتارو
ورنہ یہ سفینہ تہہِ طوفان رہے گا
ہر دور کے آمر سے لڑائی رہی میری
ہاتھوں میں مرے اِن کا گریبان رہے گا
اِن دین فروشوں میں ہے اوہام پرستی
اِنساں کی اسیری میں ہی اِنسان رہے گا
یہ بارشِ الہام تو ہوتی ہی رہے گی
جب تک میرے اشعار میں وجدان رہے گا
کیا اہلِ جُنوں عقل و خرد کے ہوۓ دشمن ؟
کیا کلبۂ ادراک بھی سُنسان رہے گا؟
دربانی مجھے آتی نہیں جعفری صاحب
دربار کا دربان ہی دربان رہے گا
فیروز ناطق خسرو
جو ووٹ دوسروں کے تھے آپس میں بٹ گئے
چشمِ زدن میں سارے نتائج اُّلٹ گئے
اپنی طرف سے کچھ بھی اضافی نہیں کہا
جو لفظ بھی رٹائے گئے تھے وہ رٹ گئے
پوچھے کوئی کیوں اپنی صفیں روندتے ہوئے
پورس کے ہاتھیوں کی طرح وہ پلٹ گئے
محروم اپنے حق سے جو ناحق کیے گئے
مظلوم ظالموں کے مقابل میں ڈٹ گئے
سورج نئی سحر کا نمودار ہوگیا
بادل جو گِھر کے آئے تھے کالے وہ چھٹ گئے
دھندلا دیے ہیں وقت نے اپنے بھی خد و خال
آئینہ رخ بھی دھول میں لمحوں کی اٹ گئے
خسروؔ لکھیں گے نوکِ مژہ سے بھی حالِ دل
چھینا گیا قلم جو کبھی ہاتھ کٹ گئے
٭٭٭
Emergence of biomedical research and innovation with an unprecedented speed has created number of opportunities and challenges for policy makers. On the one hand, it is now possible to introduce tailor-made personal medication regime for an ailing patient to offer state of the art treatments. On the other hand, several ethical and legal issues have been raised due to the complex nature of emerging technologies. Policy makers all over the world are constantly addressing these challenges by continuously upgrading their respective professional and regulatory frameworks. This article is an attempt to highlight Shariah maxims which have contemporary application in medical field. Lately, there has been a lot of interest in the debate of Shariah maxims and many scholars have used maxims-based analytical frameworks to show the dynamic application of Islamic law. This article builds upon those works by focusing on issues related to the medical field.
Purpose: The aim of the research is to scrutinize the employed modes and strategies of brand placement in top rated and most liked Indo-Pak movies (Internet Movies Database rating equal or more than 7.5/10) of last five years (2013-2017).
Design/Methodology/approach: Since the purpose of this research is to extract modes and strategies of brand placement in Lollywood and Bollywood movies, therefore data has been collected through observation and later examined by Content analysis technique.
Findings: The paper highlights the employed modes and their proportion as well as categories of sponsor brands and their proportion in the movies. The paper also presents the involvement ratio of principal and supportive characters during the practice of brand placement.
Research Limitations/implications: While the outcomes of this paper confirms the practice of brand placement in Subcontinent movies, it is recommended that the impact of different modes and strategies of brand placement on brand recall, brand image, buying behavior and etc, should be measured.
Practical Implications:On theoretical front, the study will add to the understanding of academia that how many different ways, a brand can be placed in movie. While on the practical end, both movies makers and brand sponsors operating in Sub continent will get guideline for the future projects.
Originality/value: In the context of Subcontinent especially Pakistan, brand placement has been proactively practiced in movies but study on this unorthodox tool has not been done with that pace. Current study is considered as pioneer study which considers films of both neighbor countries and utilizes uncontroversial data collection tool (which was not used before).