منشی محمد اویس صاحب وارثی
ناظرین معارف کو نہایت رنج و انددہ کے ساتھ یہ اطلاع دی جاتی ہے کہ ہمارے ایک دیرینہ رفیق کار اور دارا لمصنفین کے پرانے اور اہم کارکن منشی محمد اویس صاحب وارثی بتیس سال کی رفاقت کے بعد ہم سے جدا ہوگئے، مرحوم نے ۱۸؍ ذی الحجہ کو ایک مختصر علالت کے بعد انتقال کیا، وہ دارالمصنفین کے قیام کے آغاز سے اس سے وابستہ تھے، اور آخر دم تک بڑی جانفشانی، اخلاص، خیرخواہی اور دیانتداری کے ساتھ اپنے فرائض انجام دیتے رہے، اور ہمیشہ اس کو اپنا ذاتی کام سمجھ کر انجام دیا، مکتبہ دارالمصنفین کی ترقی میں ان کی محنت کو بڑا دخل تھا، اس کے تجارتی کاروبار میں ان کی ذات بڑا سہارا تھی، اور دفتری کاموں کا دارومدار انہی پر تھا، اب ان کا جانشین ملنا مشکل ہے، ان خوبیوں کے ساتھ مرحوم شرافت اور وضعداری کا نمونہ تھے، نہایت خوش خلق، شریف الطبع، حق گو، حق پرست، مرنجاں مرنج، اعزہ کے مددگار، احباب کے ہمدرد و غم گسار، ان کا برتاؤ ایسا تھا، کہ ہر شخص ان کو اپنا سمجھتا تھا، سب کے دل میں ان کی یکساں عزت و وقعت تھی، بتیس سالہ زندگی میں کسی کو ان سے کوئی شکایت پیدا نہیں ہوئی، وہ دنیاوی معیار سے کوئی اونچی شخصیت کے مالک نہ تھے، نہ صاحب جاہ و ثروت تھے، نہ کوئی علمی حیثیت رکھتے تھے، لیکن اگر بڑائی نام ہے اخلاق و شرافت اور سیرت و کردار کی بلندی کا تو مرحوم بہت بڑے آدمی تھے، اللھم اغفرہ مغفرۃ واسعۃ ۔ناظرین معارف سے بھی مرحوم کے لیے دعائے مغفرت کی درخواست ہے۔
(شاہ معین الدین ندوی، دسمبر ۱۹۴۶ء)
Bernard Lewis is a representative scholar of eastern studies and western thoughts, and he is the most influential political figure in the U.S politics. So his thoughts play an important and vital role in academic and political fields of the West. Most of his writings explore his prejudiced attitude toward Islam and Muslims. He wrote many books about the teachings of Islam. Islam being a universal religion is an interesting topic for western intelligentsia like Lewis. There are many institutes of Islamic studies in their universities and many think tanks are working on various aspects of Islamic teaching for multiple purposes. In some educational institutions of the west revisionist orientalists such as Andrew Rippin are teaching Islamic thoughts from a critical and revisionist perspective which is quite contrary to the traditional Islamic teachings. Bernard Lewis is attached with The RAND cooperation (the most influential think tank of U.S.A) and most of his writings are evident of his prejudiced theories about political and social practices of Muslims.
The importance of creativity in advertising as one of the primary factor for advertising effectiveness has been much advocated by advertising professionals and academicians particularly in a cluttered media. Industry experts argue that advertisements have to be more creative to break through the greater media clutter and develop an impression for the brand. This study examines the potential effectiveness of award- winning television advertisements in Pakistan in both single and three advertising exposures. Both creative and control advertisements were embedded in a television program which were shown to two separate groups of research subjects with single and three advertising exposures respectively. After watching the advertisements, Subjects’ tapped their responses about brand and advertisement recall, attitude and lastly purchase intent. Contrary to expectations, the finding of this study in single exposure does not verify the superior performance of creative advertising in terms of recall, brand and advertisement attitude and purchase intent. However, in three exposures, creative advertisements developed significantly more favorable brand and advertisement attitude and greater unaided brand recall than control advertisements. Creative advertisements developed greater mean purchase intent for the advertised brands than control group of advertisements; however, it just slipped from attaining significance. Being an optimum and more mature response of research participants in three exposures as compared to single exposure, the results of this study in three exposures conclude that creative advertisements are really more effective than conventional advertisements and bestow value to the advertised brands.