Hollow Hope book review Essays - The Hollow Hope,

Hollow Hope book review Eng 316 Book Review The Hollow Hope as a Pioneer in Political Science Research Many books pioneer certain ways of analyzing topics, yet it is very rare that a first attempt can demonstrate such a great amount of success. Gerald Rosenbergs (1991) Hollow Hope is such a book. Since the early 1950s, political scientists taking a political or procedural approach to the study of law and courts had asked, according to Jack Peltason (2000): What happens after the lawsuit is over? Rather than focusing almost entirely on the court decision itself, as in traditional constitutional law, political scientists slowly began to broaden their inquiry to include the continuing political struggle following court decisions. Even a brief examination of this topic makes it clear that court decisions themselves are only one stage of the continuing political, policy-making, process. Through Rosenbergs empirical research as illustrated in Hollow Hope, it is clear that his theories can be applied in many instances successfully to understand the effect the court has on society. Political scientists had long attempted to study the interaction of law and social change in hope to answer the ultimate questions of the effect law has on society. Robert Dahl (1991) first asked Can law, particularly court made law, bring about social change? However, it was Rosenberg who took this question to the next level in Hollow Hope asking To what degree, and under what conditions, can court decisions be used to produce political and social change? What are the constraints that hold back the court? What factors effect the courts implementation of a decision, and why are these factors of any meaning? (1993, p. 1). These are the main issue for modern students of law and politics, which makes one wonder why the matter had not been more directly and thoroughly addressed up until this time. Most books prior to Hollow Hope contained information in the form of provisional answers, yet no one had produced an in-depth study as Rosenberg. Rosenberg begins his book by presenting two contrasting views of social change due to court decisions. These he calls these the dynamic court view and the constrained court view. The dynamic court view, defined as the myth of rights by the law schools and by American liberals, holds that American courts have undeniably produced dramatic social change. Brown v. Board of Education, Baker v. Carr, and Roe v. Wade are the main cases one would rely on to accepted the dynamic court view. The constrained court view on the other hand, looks at Hamiltons least dangerous branch argument, that having the power of neither purse nor sword, and constrained by the more powerful democratically elected branches, court decisions can bring change, if at all, only along the edges of policy making. At the beginning of his book, Rosenberg constructs two models: the constrained court view and the dynamic court view. The dynamic court view states that courts may produce social reform if (a) other actors offer positive incentives toward compliance, (b) outsiders impose costs to induce compliance, (c) decisions can be implemented by the market itself, and (d) decisions offer rationalizations for those already willing to act. Constraints on the Court bringing about significant social change include: (1) the limited nature of constitutional rights, (2) the lack of independence from the other branches of government, and (3) lack of judicial implementation power. Considering all of these factors, Rosenberg (1993 p. 35) hypothesizes that the Constrained Court view more closely approximates the role of the courts in the American political system. While courts can be effective producers of significant social reform.this occurs only when a great deal of change has already been made. Turning to the empirical evidence, Rosenberg examines our experience with civil rights, abortion and other womens rights, the environment, reappointment, and criminal law. In each case study, he carefully explores all available research evidence, examining not only the direct effects of court decision, but the indirect impact as well. In each instance, he is forced to conclude that where social change is present, it came only after significant change had occurred in legislative or administrative agency policies, or that change had already been initiated and was already well underway. Pressures for change in black

Forsaken Fields essays

Forsaken Fields essays Forsaken Fields gave a lot history on Japanese-Americans from before, during and after World War II. The Japanese-Americans had the Alien Land Law which was put in force before the war. This law prohibited the Japanese who just arrived from Japan from becoming citizens which enabled them from owning land. The Japanese-Americans were smart and they found loopholes in this law. If you are born in America you are an American citizen, so Japanese would purchase there land in there children name who were American citizens. The Alien Land Law was just the start of the Japanese- Americans trouble in America. They came to America for the American dream, but all they got was hostility and anger. People want to come to America to work hard, and earn a life for them self and there family. I think most people who were born and raised in America take for granted the freedom we have. Americans are generally lazy people. Americans dont see that same freedom, and the American dream that foreigners visualize. I think it is sad that these Japanese- Americans came so far in search of a great place, and were treated so poorly. Even before the War; Japanese-Americans had a hard time finding someone who would sell them land, or equipment to run the land. A lot of Americans were concerned that Japanese were going to make more money then them ,or run better crops. Japanese-Americans did make good money enough to finance there families. By 1910 Japanese-Americans owned numerous crops like potatoes, rice, strawberries. Japanese- Americans had a great respect for land. They even found many new ways to aline crops to utilize the most space possible. They thought their children all about farming, and gave them knowledge of all the different types of plants. Most children before the war would look forward to growing up and becoming a farmer like there parents. During World War II Japanese were thought...

Marketing Essay Example | Topics and Well Written Essays - 1500 words - 16

Marketing - Essay Example Nevertheless, the company has built a reputation with teenagers and young adults who generally flock their stores to purchase fashionable clothes of their choice. As such, these clothing apparels, which are produced and marketed internationally requires strategic decision making. For A&F to make good judgements regarding its operations, the company must primarily perceive the external factors that may affect the company’s operation that are out of its direct control (CIPD, 2008). Understanding the macro-environment aids both in the detection of possible opportunities and financial threats for and to the business respectively. In order to perceive a better view of the environment where Abercrombie and Fitch operates in, the PESTLE analysis should be used to identify risks, growth and decline, proper market positioning and possible direction for the overall improvement of the company’s product and organizational management (CIPD, 2008). PESTLE stands for Political, Economic, Sociological, Technological, Legal and Environmental (CIPD, 2008). Taking into consideration the individual elements of PESTLE as previously mentioned the Abercrombie and Fitch Management should decisively analyze the following: 1. Political – as a retail clothes company that manages outlets internationally, management at A&F must de aware of the different government regulations regarding trading policies with regards to trade restrictions and tariffs that may apply. It should also be updated with political trends, international pressure groups and inter-country relationships. 2. Economic encompasses the overseas economic trends. Taxation changes specific to product/service. The company must also be aware of interest and exchange rates on international trade and monetary issues. A study of credit availability, cost of living, economic growth and wage rates among others must be done on a

Legal System Essay Example | Topics and Well Written Essays - 2000 words

Legal System - Essay Example The lack of education or literacy rate in a country could lead it to the high crime rate among young people that provides incentives for committing crimes due to instable economical situation. With the provision of education in the people the rule of law may be strengthen. The primary and secondary educations are very important in this regard; they work as a base for the future education of an individual. We should strengthen the legal system and provide education to the people for strengthening the society. To provide a crackdown on the crimes and to eliminate unhealthy tendencies in the society we should understand the importance of law and the matters falling in the purview of the law should be left to the judicial institutions. It is not legal for an individual to directly concern himself with such matters. One should be careful about inner discipline. Legal problems should be left on the shoulders of the state and the government to decide. If an individual intervenes in everything than it would be very difficult for the people to understand the importance and integrity of the law. Violations of laws disturb the society, self-personality, family and friends. Everyone in the society should make efforts to strengthen the law at large extent as it provides security, mental satisfaction and causes progress for the country. There should be no tendencies of ignoring or violating the laws in the country. Indispensable legal systems should be implemented in the country. By the passing of time, the law has been divided into different subjects and topics; the reason was to make it easily understandable in terms of different aspects of the law. The law is also being taught in different topics and subjects. Even cases are decided on different grounds. To make the process easy, different courts have been established that deal with different kinds of cases in their purview. Following are the different topics of the law: Legal Kinds of Law: Criminal Law. Contact Law. Tort Law (Breach) Property law Trust and Equity Law. Administrative law. International Law. Legal Systems Civil Law. Common Law. Religious Law. Institutions of Law Judiciary Legislature. Executive. Military and Police. Bureaucracy. Civil Society. Legal Profession. (http://en.wikipedia.org/wiki/Law) Law as Legal Subject Almost in every country, the law is taught in different subjects/topics, like in England, the knowledge of law is provided in almost seven different subjects. All laws have the same approach and legal system and same issues around the world, although different names are used to elaborate laws. For example, in the Civil law contract and the breach of contract would fall under the purview of law of obligations and trusts and will be processed under legal regimes or under the international conventions and agreements. Outside of the Europe international laws are being dealt under different agreements other than European laws like North American Free Trade Agreement (NAFTA), South Asia Free Trade Agreement (SAFTA), South American Community of Nations (CSN), Association of South East Asian Nations (ASEAN) and other different trade and other agreements to settle the dispute. But it is worth mentioning that there is

Anxiety and Depression Essay Example | Topics and Well Written Essays - 500 words

Anxiety and Depression - Essay Example Thought the methodology of evaluation and the subsequent analysis are fairly standard, there are a number of discrepancies noted. The authors are not exposed to the events leading to depression of the initial cohort, and whether it was of mild or severe nature. Whether the phase was preceded by same family or economic disaster, or were the patients genetically prone to the illness is not laid out. 2 How were the previous cohort rehabilitated If the cause of the previous depression was an acute temporary event, the individual has a greater chance to come out and carry on with life. The authors needed to correlate the present incidence of depression with the causative factor initially 3 The authors have given an incidence of 30% mortality in these individuals. It is probably more important to actually discuss the cause of the mortality also. We do not know the ages of the patients, and the exact etiology. The causation of death can be natural in some percentage, and how many of the dead were actually suffering from persistent depression only can point this to be the cause. The questionnaire has not been included in the journal.

Celebrity Endorsements in Advertising

Celebrity Endorsements in Advertising Celebrity endorsements Abstract The use of celebrity endorsements is becoming increasing popular amongst organisations to aid in advertising their brand in order to gain a competitive advantage. The use of celebrity endorsements are a means of creating awareness of the brand advertised. This investigations main purpose is to explore the influences that celebrity endorsements have on the consumers motivation to purchase, in particular focusing on sports celebrities. Celebrity endorsement have become a widely recognised form of advertising, however there is still some doubt as to whether celebrity endorsements are an effective technique in influencing consumers to purchase. This investigation will conduct essential research by critically analysing the academic literature, whilst undertaking further primary research to establish a broader insight into celebrity endorsement. Findings from the primary research will be analysed and discussed, finally a conclusion will evaluate primary research against the literature review. Introduction The author will present a general understanding of the topic, in the first chapter. Furthermore, the author will also present the problem area, which this study will be based on, followed by the purpose and outline of the study. Nature of the Topic This report will illustrate relevant research and theories on celebrity endorsement and how they are becoming an attractive tool within advertising. The central point of this investigation will focus on whether celebrity endorsement has an impact on consumers motivation to purchase, and will be primarily looking at sports celebrities. This investigation will emphasis on the use of sporting celebrities in advertisements as they have achieved their celebrity status through sporting success as opposed to it being either ascribed or attributed Achieved celebrity derives from the perceived accomplishments of the individual in open competition In the public realm they are recognised as individuals who possess rare talents or skills. (Rojek, 2001) According to industry sources, approximately 20% of all television commercials feature a famous person, and approximately 10% of the dollars spent on television advertising are used in celebrity endorsement advertisements (Sherman, 1985 cited in Agrawal and Kamakura, 1995). Premeaux (2005 cited in Bailey, 2007) suggests the reason why this figure is so high is the ability of the celebrity endorser to get and hold attention with evidence of the positive impact of celebrity endorsers on brand recall. Freiden (1984) concluded that celebrities are particularly effective endorsers because they are viewed as highly trustworthy, believable, persuasive, and likeable. Although celebrities are an increasingly popular tool in advertising, what impact do they have on consumers attitudes? It is the aim of this study to outline whether celebrities have an effect on consumer purchasing behaviour. To investigate this issue, many key areas of celebrity endorsement need to be researched, including consumer buyer behaviour, the effects celebrity endorsements have had on organisations and consumer attitudes in the past, whilst also assessing possible advantages and disadvantages of using celebrity endorsements in promotion techniques. Rationale for Selecting Topic The initial reason this topic was chosen to research was that the author has a particular interest in this aspect of marketing, and how celebrities are becoming an increasingly attractive tool for organisation to promote their brand and how this technique motivates consumers to purchase. Therefore the rationale as to why I chose this topic area is that it is a current and contemporary issue of marketers. It is a marketing communication tool that is used widely across western culture thus being relevant and significant in todays market. Objectives For this investigation, the author has specific aims that include: To reveal whether celebrity endorsements effect consumers purchasing decisions and to what extent. To examine within the literature review the influence of celebrity endorsers compared with normal people. To carry out appropriate research methodology based on the review of literature that will establish whether celebrity endorsements are successful in motivating consumer purchasing behaviour. To analyse findings and conclude whether celebrities do influence consumers motivation to purchase. Structure Chapter Two Literature Review The review of literature will examine past theories and research on celebrity endorsements, outlining relevant areas involving; consumer buyer behaviour, celebrity versus non-celebrity advertising, key attributes organisation require in an endorser and benefits and limitations of using this communication technique. Chapter Three Methodology This chapter will examine both primary and secondary research methods that have been utilised in this study to enable the author to meet the specified aims and objectives. Additionally advantages and disadvantages of each method will be justified Chapter Four Findings, Analysis and Discussion This section will show the results obtained from primary data, which will be analysed and evaluated against theoretical research presented within the literature review. Chapter Five Conclusion This chapter will interpret and evaluate the findings from primary research conducted in conjunction with academic literature. The conclusion will draw deductions on whether celebrity endorsements do influence consumers motivation to purchase. Literature Review This chapter seeks to explore the most crucial attributes that is mostly associated with celebrity endorsement strategy. This in turn, to apply the following attributes in the methodology part of the study. Introduction The aim of this literature review is to give a comprehensive discussion of the range of theories which offer frameworks to aid in answering the research questions in relation to the effects sports celebrity endorsements have on consumer buyer behaviour. Theories are chosen within this chapter as those which form the core of consumer behaviour theory relating to the marketing principles. In particular literature is explored which examines the influence of sports celebrities in advertising products/brands. One way of perceiving marketing is the achievement of business goals through anticipating, meeting and satisfying consumer needs (Blackwell, Miniard and Engel, 2001). Unsurprisingly markets must conduct consumer behaviour research in order to understand their target customer better than other competition and as a result of this it will allow strategic marketing mixes to work more effectively for organisations (Jobber, 2001). Recent studies maintain that attracting new customers has a much higher cost than the retention of existing ones for an organisation thus companies must build up efficient and effective communications with both existing and potential consumers through its marketing mix strategy. As a result below-the-line promotions have established themselves as a major element of the marketing mix, with advertising traditionally being the dominant communication tool for organisations (Lanman, 2003). In terms of using sports celebrity endorsements in advertising, it is often used in advertising that strongly depends on a strong brand image from a social perception. Celebrities can be seen as a useful force in expressing the brand characteristics to consumers in a direct way. However Solomon, Bamossy, Askegaard and Hogg (2010) state that consumer behaviour is dynamic, meaning the entire purchasing decision process is complex. Customers will be influenced by various factors such as reference groups, social effects as well as local cultural factors, these aspects impact on the way in which a consumer will make decisions. Therefore it is important that marketers carry out consumer research and analysis to be aware of important trends and evaluate these aspects. Due to the characteristics related to the purchasing process, this literature review will focus on individual buying behaviour in relation to sports celebrity endorsement. Defining Celebrity Endorsement Marketers usually use individuals who have achieved some form of celebrity status to serve as a spokesperson for their brand. Most celebrities that are hired by an organisation to endorse their product or brand are popular people, television stars, movie actors or famous athletes (Shimp, 2007). Furthermore, when an organisation decides to use an endorsement strategy as their marketing communication method, one of the main focuses lies within exposing the brand (Kotler, Armstrong, Wong and Saunders, 2008). The use of a celebrity endorser can be seen as the source of a message the company wishes to expose to their target audience. According to Belch and Belch (2009), the term source, when talking about the involvement in communicating a marketing message, can occur either be directly or indirectly. Directly can be the celebrity who functions as a spokesperson for the brand and sends out information that the company desires to deliver to their target audience. Alternatively indirectly is when a celebrity does not send the message but draws attention to and/or enhance the appearance of the advertisement. The marketer must select a celebrity that has a good fit with the brand, that is intended to be exposed (Pringle, 2004). Using sports figures as product endorsers has also been shown to be an effective marketing strategy. Endorsement is the use of a sport celebrity by a company to sell or enhance the image of the company, product, or brand. Product endorsement using sport celebrities has been found to impact attitude toward an advertisement (Tripp, Jensen and Carlson, 1994), increase the likelihood of consumers choosing a product or brand (Kahle and Homer, 1985; Kamins, Brand, Hoeke and Moe, 1989), and increase the profitability of a firm (Agrawal and Kamakura, 1995). Product endorsements may be explicit (I endorse this product) or implicit (I use this product) (Seno and Lukas, 2005). The use of athlete endorsements provides an opportunity for companies to associate with attributes not found in other types of celebrities. More specifically, winning, success, teamwork, and community are associations an athlete may offer that other forms of celebrity may not (Jones, Bee, Burton and Kahle, 2004). When an organisation decides to use a celebrity in their endorsement strategy, there are three important source factors that need to be considered, these include; source-credibility, source-attractiveness and source-power (Belch and Belch, 2009). These attributes will be discussed in section 1.8. Consumer Purchasing Process and Motivation As Individuals consumers usually purchase products or services for personal consumption either for private purposes, domestic or a gift means, these can be defined as end users. Blackwell et al (2001) defines the initial step in the consumer decision process as need arousal in relation to the emotional and psychological needs relevant to the individual consumer, this occurs when an individual senses a difference between what they perceive to be the ideal versus the actual state of affairs. However the degree in which a consumer will actively search to resolve need deficiency relies on the perceived importance of the problem and the distinction between desired and current state. If problem recognition is high then information search and evaluation of alternative options are two potential further stages in the process. Motivation occurs when there is a strong desire or need for a particular product or brand that the consumer wishes to satisfy (Foxall, Goldsmith and Brown, 1998). A seri es of stages must be passed through before an ultimate decision is made whether to purchase or not, during this process a brand choice will be made. Branding strategies used by organisations should be aware of factors that may effect an individuals motivation with regards to needs satisfaction when obtaining products/brands through the initial stages of the consumer decision making process. One determinant of the extent a consumer will evaluate a brand is the involvement the product entails; high involvement decisions means there is a need for extensive evaluation and information search (Hawkins et al, 1992). Price is frequently seen as a main indicator of involvement level as individuals spend increasingly more time searching and comparing information and prices. Whereas Schiffman and Kanuk (2009) claim that customer satisfaction depends on the product or service matching consumer expectations. It has been suggested that each member of the household has definable roles within the decision making process which includes: initiator or gatekeeper, influencer, decider, buyer and user (Blackwell et al, 2006 pp. 486). It is unsurprisin g that organisations pursue branding strategies that incorporate reference group influences such as celebrities to create a specific brand image for the consumer. Popularity of Celebrity Endorsement 235 Celebrity advertising has become increasingly popular amongst organisations with the attempt to get consumers to spend. McCracken (1989) recognised that celebrity endorsement is a ubiquitous feature of modern marketing. The number of organisations now using celebrities in their advertising has increased, as according to Stephens and Rice (1998) In the USA, the use of celebrity endorsers have increased from a little over 15 percent to approximately 25 percent of all adverts between 1979 and 1997. However the celebrity heat is even more evident in Japan with around 70 percent of Japanese commercials featuring a celebrity (Kilburn, 1998). Erdogan et al (2001) highlights the rise of celebrity endorsement in the United Kingdom with approximately one in five marketing programs featuring some type of celebrity endorsement. These figures demonstrate the prevalence of the celebrity appeal as a method of persuasive communication (Hsu and McDonald, 2002). Atkin and Block (1983) claim two fundamental reasons why celebrities are increasingly utilised within advertising. Firstly, celebrities are more efficient at attracting attention to an advertisement in the cluttered stream of messages in which consumers are inundated with advertising messages and secondly, celebrities are perceived as more entertaining and seen as trustworthy because of apparent lack of self-interest. Although the number of advertising featuring celebrities has increased and it seems inevitable that it will in the future, there is still a question of whether celebrity endorsement has an impact on consumers behaviour. This topic will be examined further during the next section. Celebrity Adverts Effectiveness in Relation to Consumer Behaviour 430 OGuinn et al (2008 pp 9) states that advertising plays a pivotal role in world commerce and in the way consumers experience and live their lives as it is part of our language and our culture. Advertising is important part of the decision making process as it enables the consumer to learn about products and the availability of that product, if advertising did not exist, consumers would not be aware of any new products on the market. According to McCracken (1989) a consumers are constantly moving symbolic properties out of consumer goods into their lives to construct aspects of self and world. Consumers face various adverts that try to impact the way in which we behave as a consumer. It is imperative that marketers have advertising campaigns that capture the attention of their target market in order to impact on behaviour. This provides an important incentive to use sports celebrities as part of their advertising promotion as celebrities attract consumers attention with their appealing status which organisation feel will benefit the products awareness (Erdogan, 1999). OGuinn et al (2008 pp 349) describes that a celebrity testimonial will increase the adverts ability to attract attention and produce a desire in receivers attempting to emulate or imitate the celebrities in which they admire. Additionally Atkin and Black (1983) emphasize that celebrity endorsers may be influential as celebrity endorsers are considered to be highly dynamic, with attractive and engaging personal qualities. Audiences may also trust the advice provided by some famous persons, and in certain cases celebrities may even be perceived as competent to discuss the product. It is essential that marketers select an appropriate spokesperson to communicate the message of the brand to consumers effectively, as if a celebrity is chosen that is not admired or relatable to the target market this will hinder the advertisements effectiveness. However Assael (1984 cited in Kamins, 1990) suggests that celebrities are effective endorsers because of their symbolic aspirational reference group association. In addition, Kamins (1990) argues that reference groups provide points of comparison through which the consumer may evaluate attitudes and behaviour. Reference groups vary in how consumers perceive their own characteristics and lifestyles, and whether such celebrity advertising may generate these attitudes and behaviour. Schiffman and Kanuk (2004) believes that sports celebrities can be a powerful force in creating interest or actions with regard to purchasing or using selected goods or services. However Foxall and Goldsmith (1998) believe that a celebrity endorsement does not create a strong pre-purchase attitude but can impact and cause change in the consumers perception process. The complexity of consumer buying behaviour is coordinated with a complexity in assessing the effect of sports celebrity advertising on such behaviour Celebrity Vs Non-Celebrity Endorsement 232 Few studies have compared the impact of celebrity advertising with non-celebrity advertising in determining their effectiveness on consumer behaviour. An investigation conducted by Friedman et al (1977) that used advertisements with celebrities and non-celebrities for a fictitious brand of sangria. They found that the celebrity version of the advertisement had higher rates on the dependant variables; probable taste, advertising believability and purchase intention, compared to the non-celebrity version. Additionally, a study done by Gardner and Schuman (1986) revealed that fifty-three percent of respondents reported that sponsorship (endorsements) increases the likelihood of brand purchase. Agrawal and Kamukura (1995) found that on average firms announcing contracts with celebrities experienced a gain of 44 percent in excess returns. Also a study by Atkin and Block (1983) emphasised that advertisements that had celebrities appearing in them had more positive effects on consumers than those with non-celebrities. Previous research indicated the importance celebrity endorsements have on consumer behaviour. Atkin and Block (1983) consider that the effectiveness of celebrity endorsement is due to the fact consumers believe that the celebrity does not really work for the endorsement fee, but are motivated by genuine affection for the product. Moreover, Tripp et al (1994) showed that the number of exposures to a celebrity advertisement negatively influenced consumers intention to purchase. For an advertisement campaign to have the desired effectiveness on consumers behaviour, the selected celebrity must have certain attributes to attract and retain the consumers attention. Vital Attributes of a Celebrity Endorser 66 Marketers try to select individuals whose traits will maximise message influence. The source may be knowledgeable, popular, and/or physically attractive; typifying the target audience; or have the power to reward or punish the receiver in some manner. Kelman (1961) developed three basic categories of source attributes: credibility, attractiveness and power. Each influences the recipients attitudes or behaviour through a different process (Belch and Belch, 2009). Source Attributes and Receiver Processing Model (Belch and Belch, 2009) Credibility 352 Credibility is the extent to which the receiver sees the source as having relevant knowledge, skills experience and trust to give unbiased and objective information (Byrne et al, 2003). Source credibility is used to imply a communicators positive characteristics that will affect the receivers acceptance of a message (Ohanian, 1990). It can be assumed that a communicator (celebrity) can be perceived as knowledgeable and a person with expertise. Furthermore the source needs to be trustworthy, honest, ethical and believable (Belch and Belch, 2009). These two attributes, which a celebrity must have to be a successful endorser in an advertising campaign, are discussed more in-depth below. Expertise: Belch and Belch (2009) states that a spokesperson is often chosen because of their knowledge, experience, and expertise in a particular product or service area. Ohanian (1990, cited in Belch and Belch, 2009) found that the perceived expertise of celebrity endorsers was more important in explaining purchase intentions than their attractiveness or trustworthiness. Ohanian also suggests that the celebrity spokespeople are more effective when they are knowledgeable, experienced and qualified to talk about the product they are endorsing. Source expertise in persuasive communication, indicates generally that the sources perceived expertise has a positive impact on attitude change (Horai et al, 1974). Trustworthiness: In comparison to expertise, a celebrity needs to be trustworthy when endorsing a product or service. This is based on how honest the celebrity is about what they say concerning the brand (Schiffman and Kanuk, 2009). Additionally, Belch and Belch (2009) argues that while expertise is important, the target audience must also find the source (celebrity) believable. Ohanian (1990) maintains that when a celebrity is perceived more trustworthy, the message will be more effective and the receiver will be more integrated. Thus, trustworthiness is the degree of confidence in the communicators intentions to communicate the assertions they consider being most valid (Ohanian, 1990). Belch and Belch (2009, Pp 179) argues that information from a credible source influences beliefs, opinions, attitudes and behaviour through a process called internalisation which occurs when the receiver adopts the opinion of the credible communicator since they believe information from the source is accurate. Once the receiver internalises an opinion or attitude, it become integrated into their belief system and may be maintained even after the source of the message is forgotten. Attractiveness 352 Ohanian (1990) suggests that physical attractiveness is an important cue in an individuals initial judgement of another person. Source attractiveness is related to physical attributes such as: Similarity, Likability and Familiarity (Belch and Belch, 2009). Similarity is a supposed resemblance between the source and the receiver of the message, while familiarity refers to the knowledge of the source through exposure. Likability is affection for the source as a result of physical appearance, behaviour or other personality traits (Belch and Belch, 2009 pp 182). Source attractiveness leads to persuasion through a process of identification whereby the receiver is motivated to seek some type of relationship with the source (celebrity) and thus adopts similar beliefs, attitudes, preferences, or behaviour. Further more if the source (celebrity) changes position, the receiver may also change (Belch and Belch, 2009 pp 182). Marketers acknowledge that receivers of persuasive communications are more likely to attend to and identify with individuals they find likable or similar to themselves. The three attributes similarity, likability and familiarity are explored in more detail below. Similarity: In terms of similarity, Belch and Belch (2009) claims that individuals are more likely to be influenced by a message coming from someone with whom they feel a sense of similarity. If the communicator (celebrity) and receiver have similar needs, goals, interests and lifestyles, the position advocated by the source is better understood and received. Likability: Marketers recognise the value of using spokespeople who are admired: TV and movie stars, athletes, musicians, and other popular figures. Marketers believe that the use of a popular celebrity will favourably influence consumers feeling, attitudes and purchase behaviour. However the company must consider a number of factors when deciding to use a celebrity spokesperson such as over-shadowing the product/brand, being overexposed and the target audiences receptivity and risks to the advertiser (Belch and Belch, 2009) Familiarity: In the celebrity endorsement context, familiarity has been defined as knowledge of the source through exposure (Erdogan, 1999 pp 299). According to Belch and Belch (2009) familiarity can be considered as the level of knowledge a celebrity possess of a brand. When an organisation considers choosing a celebrity for their advertising campaign, they need to analyse the previous knowledge a celebrity has or how they will utilise their knowledge in the exposure stage. Power 103 The final characteristic Kelmans classification is source power. A source has the power when they can actually administer reward or punishment to the receiver. When a receiver perceives a source as having power, the influence process occurs through compliance. The receiver accepts the persuasive influence of the source and acquiesces to their position in hope of obtaining a favourable reaction or avoiding punishment. However the power source characteristic is very difficult to apply in a non-personal influence situation such as advertising. A communicator in an advert cannot apply any sanctions to the receiver or determine whether compliance has occurred (Belch and Belch, 2009) Match-Up Theory 256 From the literature it has become evident that a spokesperson interacts with the type of brand being promoted. According to Friedman and Friedman (1979 cited in Atkin and Block, 1983), a celebrity spokesperson is more effective for products high in psychological or social risks relative to a normal spokesperson; such elements include good taste, self image and opinion of others. Various research investigations have explored the congruency between celebrity endorsers and brands to examine the effectiveness of using celebrities to advertise products/brands. (E.g. Marin, 1996; Till and Busler, 1998; Till and Shimp, 1998). Results have revealed that a number of celebrity endorsement have shown to be very successful whereas others have completely failed, this results in the termination of the respective celebrity communicator (Walker, 1992). However, assuming that an individual just has to be famous to represent a successful spokesperson would be incorrect (Solomon, 2008). The match-up theory suggests that the effectiveness depends on the appropriate match between an endorser and the product/brand (Till and Busler, 1998). Empirical studies on the congruency theory frequently focus on the physical attractiveness of the celebrity endorser (Till and Busler, 1998). According to Kahle and Homer (1985) attractive sources are more effective in terms of attitude change when advertising brands that enhance individuals attractiveness. Although Ohanian (1991) recognises a popular individuals ability to create awareness and initiate desire for an advertisement, Ohanian concludes that this may not necessarily change consumers attitude toward the endorsed brand and that for a celebrity spokesperson to be truly effective, they should be knowledgeable, experienced and qualified to talk about the product. A deeper insight in the complex process of celebrity endorsement is provided by the meaning transfer model, this will be discussed in section 1.12. . Fit Factor 112 The determinant of the match between celebrity and brand depends on the degree of perceived fit between brand (brand name, attributes) and celebrity image (Misra and Beatty, 1990 cited in Erdogan, 1999). Miisra and Beatty (1990) suggest that when a celebrity endorsers a brand, the characteristics of that celebrity may be compared with the advertised attributes of the brand by the audience for congruence or fit with their available person-schema. The degree of congruence between the new information (the brand attributes) and the existing information (the celebritys characteristics) may then influence the level of recall of the new information. Numerous investigation in social cognition have discovered that usually congruent information is remembered better that information incongruent or irrelevant with existing schemas (Cantor and Mischel, 1979; Cohen, 1981; Taylor and Cracker, 1981) Balance Theory 234 This theory works within the framework of cognitive consistency, a principle stating that consumers value harmony among their thoughts and that they are motivated to reconcile incongruent thoughts. The evaluation of an object is affected by how the evaluation will fit with other related attitudes held by the consumer. Thus, balance theory is useful in explaining attitude formation and attitude change. Balance theory (Heider, 1958 cited in Dean, 2002) considers relations among objects the consumer may perceive belong together, linked by association, proximity, similarity, ownership, or common fate. A balance theory explanation of endorsement suggests three elements linked in a triangular relationship: the endorser (celebrity), the product/brand and the consumer. A celebrity may desire to endorse a product/brand, believing that the product/brand is a good strategic fit. This establishes a positive sentiment connection between the celebrity and the brand (one side of the triangle). If t he consumer has pre-existing positive sentiment toward the endorser (the second side of the triangle), it is likely the consumer will form an attitude or change an existing attitude to be positive toward the brand (the third side of the triangle). This occurs because consumers desire harmony in their beliefs, and it would be unstable (unbalanced) to have a positively valued element linked to a negatively valued element. However alternatively the consumer could re-evaluate sentiment toward the brand to make it negative and hold a negative attitude of the endorser; this would also balance (Dean, 2002). Meaning Transfer Model 214 McCracken (1989) explains the effectiveness of celebrity spokespersons by assessing the meanings consumers associate with the endorser and eventually transfer to the brand. Kambitsis et al (2002 pp 160) shares this perspective and found that athletes personality was an important factor when influencing specific target groups, to which such personalities are easily recognisable and much admired. McCracken suggests a meaning transfer model, which is made up of three subsequent stages. Firstly, the meaning related with the celebrity moves from the endorser to the product/brand. Thus, meanings attributed to the celebrity become associated with the brand in the consumers mind. Finally, in the consumption process, the brands meaning is acquired by the customer. The third stage of the model illustrates the significance of the consumers role in the process of celebrity endorsed brands. The meaning tr

Gay, Lesbian and Bisexual Issues - Same-sex Marriage :: Argumentative Persuasive Essay Examples

Same-sex Marriage The argument of same-sex marriage is important, not only for the religious and legal precedent, but because the welfare of families, especially the interest of children now and in the future, may be profoundly affected by the proposals before Hawaii's courts and the state legislature relating to same-sex marriage. Marriage is a unique practice, in that it is both a religious sacrament and legal registration controlled by the state. For the time being, marriage is defined by "84% of the population as the union of two people of the opposite sex" (Johnson p.49). Therefore, by definition, marriage has to be different sex. Whereas, the definition of homosexuality is "exhibiting sexual desire toward another of the same sex" (Webster's New World Dictionary p.673). Throughout human history, according to religious tradition and as a matter of natural law, marriage has been tied to potential procreative sexuality, which is a monopoly held by different-sex couples. Under this definitional objection, "the state cannot recognize something that is an impossibility" (Eskridge p.87). "In 1993, three same-sex couples (Ninia Baehr, Genora Dancel, Tammy Rodrigues, Antoinette Pregil, Pat Lagon and Joseph Melilio) applied for marriage licenses from the State of Hawaii. They were refused. They then challenged the state's decision in court. This set in motion a chain of events: the case was appealed to the Hawaii Supreme Court (Baehr v. Miike; action #15689) which ruled on May 27, 1993 that the state's refusal to grant marriage licenses was unconstitutional. It violated the Hawaiian Constitution's equal protection guarantees (Article I, Section 5) against gender discrimination. The court remanded the case to the Circuit Court, stating that licenses should be issued to same-sex couples, unless the state can show a compelling interest in banning such marriages" (Hawai'is Future Today). The Hawaiian Legislature passed a bill in 1994 stating that "the state's policy is that marriage must only be permitted between a man and a woman" (Hawai'is Future Today). On December 3, 1996, Judge Kevin Chang issued a 46 page ruling. He has determined that "the State of Hawaii failed to show a compelling state interest to justify the continuation of the ban against same-sex marriages" (Chang). Same sex marriages are now theoretically legal in Hawaii. However, the state refused to recognize the courts decision until it was formally filed. The attorney general obtained a stay of Judge Chang's court order, pending a decision by the state Supreme Court.

What is meant by financial services

Financial services in today’s society has become more than what a high street bank can offer you from behind a counter. It has become a diverse functional area within any economically adequate society. Throughout this essay I have tried to grasp the main concepts concerning Financial Services and condense them into an essay of relatively minor proportions in comparison to the subject matter. I hope I can give you, the reader an insight into the world of financial services in all its diversity. So what is meant by â€Å"financial services†. To be honest there is no straightforward definition such is the spread of financial services across the business spectrum. We can however dam different organisation under the heading of financial services to give you an idea of what financial service intails. Financial service is understood to include â€Å"banking, insurance, building societies, stock brooking and investment services†. These are the 5 main areas described by Brian Anderton in his 1995 book â€Å"current issues in financial services†. Brian also found it difficult to pinpoint a definitive meaning and found it easier to list organisation associated. Going in to detail when concerning the institution aids in creating a further understanding of financial services yourself. Of the main financial institutions banks are the most common. Banks can be either â€Å"commercial† or â€Å"merchant†. Dealing with retail and investment respectively. Commercial banks are easily found on the high street and rely on deposits from ordinary people. There is very little interest paid to their savings accounts however savers can borrow sums of money from the banks from which the banks make profit from interest on the loan. Merchant banking is slightly more complicated when dealing with finances and in my opinion is more exciting. Merchant banks arrange finance deals and charge for this service. This investing is slightly risky and less straightforward. However the profit rewards outweigh the timescale and effort needed to invest. Investment institutions such as pensions and insurance companies again take the liquid earnings of their clients and invest them in a wide range of profit making investments. Payment to these companies often takes the form of monthly payments taken by debit from wages. These companies give clients a sense of security, and in the claim free years to come, the chance of a large windfall payment. Large investment institution deals with modern day trading, the trading of assets and debt. It is not fast companies that trade but individual people. In this hectic rat race people and institutions stand to loose and gain huge amounts of money. Due to the uncertain nature of this trade, people and institutions are extremely keen to lend as this is seen as a stable funds reclaim if it becomes necessary to do so. The textbook definition for GDP- across domestic product is the total value of all the goods and services produced by the residents in this country. The fact that the financial sector and service sectors are growing is in no doubt, neither is the quite mind blowing increase in gross domestic product from years 1952 – 1992. An overall increase of 21% of EDP from ?381m in 1952 to ?121704m in 1992 this growth is nothing less than remarkable. This forty-year spell has seen such a huge financial success in terms of the sheer man of profit gain that the reasons for FS contributing so greatly to the GDP must be assessed. In the past Britain could be seen as a true industrialist profits made and traded through visible earnings such as machinery and farm produce. However the rise in strength of nation such as the US and major Asian powers, with their seemingly endless resources has seen the death of Britain the industrial workhorse. On this level Britain could have remained at a financial and trading standstill. Not so however Britain has found its new market – the financial market. And with an educational population Britain set about resurrecting the countries profit making ability through invisible earning of finance matters. The idea of visible and invisible earnings is extremely important to Britains economy. So let me explain that apart from obvious differences between visible and invisible.

Biology Exam Essays

Biology Exam Essays Biology Exam Paper Biology Exam Paper Describe the structure and functions of the small intestine, and explain how the liver and pancreas helps in these functions. â€Å"The small intestine is an extremely vital organ in human gastrointestinal system. Along with the stomach, it is the major organ involved in the process of digestion† (Tortora, 2004). Surely, it is not enough to say that the small intestine plays critical role in human digestion processes. The structure and functions of the small intestine tell much about the way it manages and participates in human digestion. The small intestine is approximately 6 meters in length (Tortora, 2004). In human organism, the small intestine is usually stretched between the stomach and the large intestine. Medical professionals usually divide the small intestine into the three different segments: the ililum, the jejunum, and the duodenum (Tortora, 2004). However, this division is more important in medicine than in biology. Anatomy and biology primarily pay attention to the surface structure of the small intestine, which absorbs nutrients and transfers them to other organs and systems. Functionally, the small intestine is involved into the three different types of absorption procedures (simple diffusion, active transport, and facilitated diffusion). The small intestine transports the nutrients from the stomach to the large intestine, absorbing the necessary nutrients, and transferring them to other human organs. Surprisingly or not, but the small intestine does not possess sufficient surface area to absorb all nutrients for the human organism. Moreover, the small intestine cannot support the normal functioning of human organism without the liver and the pancreas’ assistance. â€Å"The pancreas secretes digestive enzymes into the duodenum, the first segment of the small intestine† (Tortora, 2004). These enzymes break down fats, carbohydrates, and proteins. In its turn, the liver processes and filters the nutrients which the small intestine absorbs and transports to other functional human systems. The bile which is produced by the liver plays a vital role in breaking down fats in the small intestine. 2. Describe the process of development in humans from the fertilized egg to the time it becomes a fetus, during a normal pregnancy.   The development of the fertilized egg begins when it is still located in the fallopian tubes. â€Å"Repeated mitotic divisions produce a solid ball of cells called a morula† (Tortora, 2004). The newly formed morula is continuously divided, and is later turned into a kind of empty ball, which biologists call â€Å"the blastocyst†. The fertilized egg, or blastocyst, needs one week to embed itself into the female uterus. The process of â€Å"embedding the egg into the wall of uterus† actually confirms the fact of pregnancy in a woman (Tortora, 2004). The process of cells’ division proceeds after the egg has become integral with the uterus. At this stage of fertilized egg’s development, the inner cell mass of the blastocyst is being created. In about 2 months, this mass becomes a baby (a fetus). The rest of the blastocyst cells are later transformed into placenta, â€Å"which grows tightly fused to the wall of the uterus† (Tortora, 2004). Placenta becomes the major connecting channel between the unborn child and the mother. The placenta’s blood vessels connect the child’s blood system to that of the mother. Placenta significantly facilitates the transfer of nutrients from the mother’s organism into that of the fetus. The first 2 months of pregnancy usually form the basic structure of the future child: cell division and cell differentiation take place. At this pregnancy stage, the fetus is extremely vulnerable to external infections and damages. In two months, when the fetus’ organs are formed, â€Å"the fetus’ development becomes a matter of mere growth and minor structural modifications† (Tortora, 2004). 3. The evolution of species can only occur in populations. Is this an accurate statement? Explain why or why not. Evolution is noticeable, and can take place only in populations. However, it is not correct and it is not accurate to state that the mere existence of a population determines the course of evolution. We cannot limit evolution to populations, but should look deeper into what causes evolution within these or those populations. To be objective, it is not a population, but its genetic diversity that becomes the driving force of evolution. â€Å"No individual members of any population are exactly alike in their genetic makeup. This diversity, referred to as genetic diversity or variation, is essential to evolution† (Gould, 2002). This is why it will be more accurate to state that evolution takes place in genetically diverse populations. Speaking about evolution and populations, we cannot neglect the importance of genetic variation across different species and groups. Genetic variation remains a key to a stable continuous evolution and ensures the highest degree of evolutionary success.

Marxism Essays (2036 words) - Economic Ideologies, Anti-capitalism

Marxism Essays (2036 words) - Economic Ideologies, Anti-capitalism Marxism I. Introduction II. Marxism A. Definition & Explanation B. Example: Economic Evolution III. Resource Mobilization Theory (RMT) A. Definition & Explanation B. Example: The Parliament versus the Crown IV. Institutional Theory A. Definition & Explanation B. Example: Social Change V. Conclusion Human relationships have always been dynamic. Change and adaptability have gone hand in hand with the passage of time for human society. Systems have been developed to regulate, direct and control the resources of this society. The systems are referred to as governments and the resources as the populace or inhabitants and forces of production. A government must be dynamic in its nature reflecting the change in society. At times these systems have resisted the necessity to adapt with its components (Society) creating a deficit between the system and those it regulates. As the deficits develop, they cause instability, and could lead to revolution.1 Theories have been developed to explain the systemic phenomenon called revolution. This paper will discuss three modern theories and apply them to the English revolution of 1640. The first theory, developed by Carl Marx (Marxism), will address the economic evolution in English society. This theory will emphasize and explain how the shift from a feudal/mercantile system to capitalism affected English society. The second, called the Resource Mobilization Theory (RMT) developed by Charles Tilly, will explain how the English organizations (the Crown and the Parliament) effectively obtained, amassed and managed resources. Samuel Huntington's, "Institutional Theory", will argue that the existing government at that time was unable to incorporate the demands and personnel that the socio-economic changes created. Marxism was formulated in the 19th century. Carl Marx and his associate Frederick Engels observed the socio-economic changes that were transpiring in Britain. England was the dominant world power and had the largest industrialized economy during the 1800's. The development of the factory and the institution of the assembly line created a large demand for workers. This demand was satiated by migrating peasant from the rural areas in England and Ireland to developing urban centers. As these urban centers or cities evolved using industry as the economic backbone for the population, a large number of factory workers were accumulated to operate the machinery in horrid conditions. These workers, which would be termed as the peasantry under a feudal system, were now the working class or proletariat. They entered cities with hopes of bettering their lives and survival. Though revolution never took place in England during this period, it allowed Marx to study industrialization, urbanization and imperialism. The theory of Marxism has three basic concepts: historic materialism, forces of production and relations of production. Historic materialism is defined as a society's past performance and present capabilities of satisfying the basic means of life. Humankind's basic needs of eating, drinking and shelter need to be met properly. The forces of production (technology, capital, the infrastructure of society, etc.) are important for the simple fact of who ever controls them controls the society. The last aspect of Marxism, the relations of production, deals directly with the relationships between classes of people (the aristocracy, the middle-class and the working class).2 Marxism includes a predictive analysis of socio-economic structures. Using history, logic and the dynamic nature of humankind as guidelines, Carl Marx attempts to map out a sequence of events which will eventually lead to utopia (anarchy). In his work, Das Capital, Marx details the six steps. These steps are primitive socialism, feudalism, capitalism, socialism, communism and then anarchy. The evolution of the English economic system during the 16th and 17th centuries points to a shift from feudalism to capitalism. This shift is exemplified by the enclosures. The landlords began to fence their property in the common land areas. The "commons" were large plots of grazing and farmable lands that were used by both farmers and artisans. When the land-owners and manorial lords began to partition these lands the concept of private ownership of property was introduced to the socio-economic system.3 During the time period of the 16th and 17th centuries the crown's economic base began a gradual decline. This economic shrinkage came to a spearhead during the reign of Charles I. The monarchy favored a monopoly market system over a competitive one. The purpose for this

Kafka's 'The Trial' Essay Example | Topics and Well Written Essays - 1500 words

Kafka's 'The Trial' - Essay Example Elizabeth KÃ ¼bler-Ross (1969), the author of ‘On Death and Dying’, describes the emotional cycle through the stages of denial, anger, bargaining, depression and acceptance. On the other hand, these ideas are tested in order to understand fully the way a man lived the last year of his life in a story called, ‘The Trial’. The stages KÃ ¼bler-Ross discussed are said to be a way to interpret the life of K. most especially during the time he was in the difficult stage of his life. As a Doctor, KÃ ¼bler-Ross makes a significant move on writing the book because it helps the patients and also her colleagues to comprehend with the cycle of emotional states of a person. Sometimes even Doctors are having difficulties admitting to themselves that a patient is dying and they just could not do something about it. But how effective these ideas can be to lighten up someone who is in the stage of depression? The cycle does not only pertain to a dying person, but also to a person who is in a bad situation such as hearing that a relative died, losing a career and other. Accordingly, it is fundamental to analyze KÃ ¼bler-Ross’ ideas and specifically apply to the story of ‘The Trial’. The novel is all about Josef K., a man who works in a bank as a senior clerk that was taken into custody by two agents. It was an unexpected arrest and the two agents did not discuss why K. was caught. He was then asked to wait for further instructions by the Committee of Affairs. Consequently, he was able to meet various people significant in his life and the case gets aggravated. It then changed his personality of being a confident man to an uneasy man just like the people he has met before (Kafka, 1984). Thus, the story depicts the life of K. and how he tried to cope up with a series of events that significantly defined his life before his death. The life of K. became vague in the story and reflects the

Working with Vulnerable Adults Essay Example | Topics and Well Written Essays - 4250 words

Working with Vulnerable Adults - Essay Example Then the study goes on to discuss the oppressive and the anti-oppressive situations that these venerable adults have to face. This is done with under the heading points of age, gender, sexuality and class. Afterwards, the essay discusses the role(s) of a social worker in helping senior people. At the end of the essay a brief conclusion is provided. Mr. Richards is 86 years old and has recently come back from the hospital after he suffered a massive stroke about a month ago. Home for him and his wife (84 years old) of 58 years is a nursing house in rural England. The nursing home is a government institution for the elderly and I happen to be a social worker in the facility. Mr. Richard grew up on a small farm and worked at the local post-office for a number of decades whereas Mrs. Richards worked as a primary school teacher. They had two children who grew-up and soon moved away to the city. However, Mr. and Mrs. Richards preferred to stay in the same town where they had worked and lived all their lives. But, due to Mr. Richards advance arthritis and heart problems and his wife's diabetic condition, they could no longer maintain and keep their home. Their children didn't have the resources or the time to take care of their elderly parents. With no other option in mind, their local social worker along with their children's help slowly convinced the Richards of the merits of staying at nursing facility. However, upon arriving at the facility after selling the house and most of their belongings, the Richards soon realized that there were a number of hurdles and obstacles to living in a nursing home that they had not anticipated. But, on the other hand, there is no question of going back and living an independent life. With the rapid speed with which the world is changing it is not possible to live in this world without updating one's education, knowledge and life-style on a daily basis. In other words even the young people of today constantly have to update almost every aspect of their daily lives. This automatically brings us to the point that if the youngsters of today have to update their lives at such a constant basis, what would the elderly do But, on the other hand life expectancy is rapidly increasing; therefore, we cannot simply expect our elderly to pass away. According to Than (2006), the increase in the life span of a person simply implies that the time of death has been m oved forward. This of course does not mean that the person will not die. He/She will, only it will take a few more years. Never in the history of mankind have we discussed ageing and old age processes as ardently as we have begun to do so now. This fact has been clearly mentioned in the direct citation, which is given as follows; "We clearly live in an era characterized by the aging of our population. Low birth rates and increasing life expectancy are leading to dramatic shifts in the age structure. By the year 2030, after most of the baby boomers have reached old age, it's projected that one out of every five Americans will be 65 years of age or older. And steady increases are expected in the numbers of persons at the more advanced ages-the "oldest-old" or those 85 years and older-who are most likely