Essay Example | Topics and Well Written Essays - 250 words - 178

Essay Example Media practices engross a course of communication between people, and such communicative processes shape societal behavior. This is evident in the materialistic role that cinema, as a form of technology, plays in the society. Larkin cites Nigeria as a country in which cinema creates a fantasy space that comprise the entire sensory experience of urban living and modernity (Larkin, 2002). Technological determinism changes the traditional structures of sociability. Michael Warner asserts that the cultural structure of a medium is a set of political conditions of discourse, such as practices and structured labor referred to as technology (Warner, 1990). News making in the digital era is guide by clicks and spins, as explained by Dominic Boyer (2013). The author explains the communicative process in the digital process from a perspective that sees the process as an unconscious way of reading the mood of the society, who is the object. Similarly, Amanda Weidman confirms that the association of class structures and technological media shape notions of power and realism by dictating which information circulates across the public (Weidman, 2010). Mediating technology and mediated content, which are the subject and object respectively, determine people’s listening practices and psychological

Peer Review of Strategic and Implementation Plans Essay Example for Free

Peer Review of Strategic and Implementation Plans Essay Team members provided feedback on the individual draft papers posted. The assignment was to provide a strategic plan for our chosen organization. The plan needed to include implementation for objectives, functional tactics, action items, milestones and deadlines, tasks and task ownership, and resource allocations. Organizational and management changes, financial forecasts, and risks with contingency plans also needed to be addressed. One of the draft papers contained excellent breakdowns on the financials for a startup company along with specifics on which participating individuals would be responsible for key action items. The budget and sales forecast were realistic for what would be expected with a new business. The identified risk of low participation volume from clients was identified, but there was no contingency plan for this in terms of additional marketing. Another team member’s paper was clear in how customer needs could impact the success of the strategic plan. Internal and external factors addressed employee relations and shareholder expectations. The approach the company needs to take with delivering service to customers is identified as factor that needs to change as the plan is implemented. A SWOT analysis would be conducted and contingency plans made on an as-needed basis. The company may want to develop several contingency plans for common issues within its industry to be prepared for these scenarios. The third draft reviewed focused on short and long-term objectives and the use of a balanced scorecard approach to evaluating and monitoring the plan’s implementation. The critical components for objectives, functional tactics,  action items, and resource allocation were identified. Major changes to the organizational structure and management positions were key factors to the company’s plan. Conclusion Although all team members did not post drafts or offer feedback those that did provided details pertinent to the assignment. Team members identified the items outlined in the assignment and appear to have strong knowledge of what a strategic plan needs to address to be successful in meeting goals.

Eliminating Cancer with the Mind :: Biology Essays Research Papers

Eliminating Cancer with the Mind Over 1 million Americans are diagnosed with cancer each year and over 1,500 lives will be lost to cancer today (1). Many people undergo grueling hours of chemotherapy and radiation to discover that their cancer has spread to other parts of their body and that the treatments need to begin all over again. Unfortunately, there is no cure for cancer at the present time. Modern medical treatments attack the cancer and treat the organs affected by the disease, but pay little attention to the other areas of significance in the person's life. This calls for a new treatment that extends beyond the organs overcome by the disease and focuses on the person as a whole. Guided therapy, relying on the idea that the mind can affect the functions of the body and thus make people feel better, claims to do just that. But does it really work? Throughout history, the power of the imagination has helped people heal. In Eastern Medicine, envisioning one's well being has always been a large part of the healing process. In Tibetan medicine for example, physicians believe that creating a mental image of the healing god improves one's chances for recovery (2). The ancient Greeks, including Aristotle and Hippocrates, also had their patients use forms of imagery to help them heal. People continue to rely on imagery to hasten the healing process. Psychologists and neuroscientists use evidence from Positive Emission Tomography (PET) scans of the brain to demonstrate that guided imagery is effective. In a PET scan, the subject is injected with a small amount of radioactively labeled water. When an area of the brain is working hard and processing information, more blood flows through it and higher levels of the radioactive water are detected (3). In terms of brain activity, there is ample scientific evidence that imagining an experience stimulates the visual cortex, the same region of the brain activated by the actual experience (4). Stimulating the brain with imagery can have a direct effect on the nervous and endocrine systems, which ultimately affect the immune system. Thus, in terms of brain activity, picturing something and actually experiencing it are equivalent. Psychologists believe that relaxation, an essential part of guided imagery, is responsible for producing images and triggering the unconscious, which generates emotions (5). Research has shown that the physiological impact of relaxation is due to its inhibition of cortisol, a hormone released by the body in response to stress.

Basic Military Training

Basic Military Training (BMT) is a rite of passage that every 18-year-old male Singaporean must complete. BMT is in fact an organization, within the Ministry of Defence, where young males are required to participate in rigorous exercise routines and armed combat training at Pulau Tekong, an offshore Singapore island. This compulsory training consists of basic soldiering skills, including weapon handling, individual field craft, and bayonet fighting. This military training helps to prepare these young men for battlefield survival, should the need arise.The organization has its own rules and regulations, culture, and principles. As such, we have shared our experience at BMT, and compare some aspects of it to Henri Fayol’s Classical Approach. New recruits are bombarded with information, directives, orders, and instructions from senior ranking officers. For example, we are told â€Å"Lights off at 10pm! † and â€Å"Everywhere you go, you are to get my permission. † A lso, if any of us want to voice a grievance, we must approach our superiors. They are authorized to decide if anything can or should be done to resolve the matter.These superiors are specialists (sergeants) who are directly in charge of new recruits, and the CO(Commanding officers) generally are not involved in these matters. BMT entails a wide variety of tasks and comprehensive military training, Therefore, the recruits face danger, but with every attempt to avoid life-threatening scenarios. Being in BMT is similar to being in a highly sensitive organization. Recruits are not allowed to divulge any army secrets outside the organization, and they must be wary of any statements they make in public.All recruits must take an oath of allegiance and pledge their loyalty and honesty to Singapore. In accordance with Fayol’s principle of â€Å"subordination of individual interest to general interest†, there is no room for the word â€Å"I† in BMT. Accordingly, every rec ruit works together with the team or company that he is assigned to. If an individual recruit makes a mistake or fails to follow an order, the whole company will be punished. For example, during my second week of BMT, all recruits were to report for physical training at 6 a. m.All reported except for one of my bunkmates, who overslept and was late. As a result, not only was he punished, but all the others from that platoon were punished as well. In BMT, recruits do not focus on their individual wants and needs, but instead they work as a team toward the betterment of their organisation. Hence, based on these illustrations, we can clearly state that communication within BMT is indeed task-oriented. In a high-security government organization like this, a formal style of communication is appropriate and required.Ranks differentiate superiors from subordinates, and usually the higher the rank, the more respect and power you command. For instance, ranks of ‘Cpt’ (Captain), à ¢â‚¬ËœLt’ (Lieutenant), and ‘Sgt’ (Sergeant) tend to increase the distance between individuals and hinders familiarity with each other. A recruit who approaches anyone of higher rank will probably feel some apprehension. All new BMT recruits are required to greet not only their company IC (in-charge), but also anyone else of higher rank. Required salutes and greetings include â€Å"Good morning Sir,† and all answers are to be proclaimed with â€Å"Yes Sir!† or â€Å"No Sir! † The word â€Å"Sir† conveys the respect that is required from fresh recruits toward their superiors. After two years in BMT, I came to realise that it is one’s rank, not one’s age, that determines the level and amount of respect that they receive. BMT’s formal approach becomes immediately apparent as new recruits enter the camp’s gate. Slippers, sandals, and t-shirts are forbidden, and shirts must be tucked into pants or jeans. Bermudas and shorts are banned as well. In short, all recruits are expected to wear proper attire.Hence professionalism, respect for superiors, and self-respect are the hallmarks and defining attributes of this bureaucratic and professional organisation. Fairness is another factor that contributes to BMT’s formal culture, and it affects the style of communication. In keeping with Fayol’s â€Å"principle of organisational reward,† all recruits, whether they be a minister’s son or a national sportsman, are awarded identical pay and receive identical treatment. The army does not discriminate against any background.Everyone in this military organisation shares the same facilities and consumes the same food. In addition, monetary rewards are granted to recruits who have done well in their physical fitness test (IPPT Test). Therefore, these examples demonstrate â€Å"remuneration of personnel† and â€Å"equity† in the classical model. While completing tra ining at BMT, officers’ and superiors’ messages and announcements are usually issued in the form of letters and memos. These letters generally begin with the recruit’s rank or with the simple salutation of â€Å"Mr.† and are issued to the recruit’s home address. Less formal notes or a thank you on a â€Å"post-it† are unlikely. Friends of the same rank are virtually helpless to aid peers during their stint at BMT. Hence, all recruits must rely on their superiors. However, this does not mean that there is no horizontal flow of communication or â€Å"gangplank† in the army. Recruits routinely turn to one another for minor favours, consolation, and motivation. Thus, BMT recruits indeed get to mingle around and talk to fellow trainees.In addition to the usual letters, memos, and emails, face-to-face communication does exist in BMT. For instance, in the middle of my training stint at BMT, three of my platoon mates and others from various c ompanies were selected to meet the Captain for a face-to-face chat. During that meeting with our superior, we received some feedback on how we were coping with issues and situations in the Army. In closing, the army may seem like a very authoritative organization, but there are some exceptions that exclude them from being a total role model for the Classical Approach.

Changes to Stoke Bruerne between (1800 – 2001)

Stoke Bruerne was a small farming and market village. The main function of Stoke Bruerne changed because of transport. The Grand Junction canal got its act of parliament in 1793. (Canal side walk). The canal had a major impact on the village of Stoke Bruerne. The village of Stoke Bruerne developed around the canal. (Maps). Before the canal arrived, Stoke Bruerne was a very small-populated area with about 150 people living in, what was a very agricultural village. The first major canal was built between London and Birmingham, this runs through the village of Stoke Bruerne. (Visit). There was a major objection to this plan by the Rector, the two plans that were drawn up went straight through the middle of his garden cutting it in two. He lost his battle and the chosen plan went ahead. When the canal was built the canal company built the Rector a bridge so that he could walk from one side of his garden to the other. (Visit). When the canal was built many jobs were created and with it people to fill the vacancies. (Whittaker Minutes). Houses were built for the people who worked on the canal, this was the start of Stoke Bruerne becoming a busy area during the canal era. (Visit). The boats struggled to get across the canal and so pathways were made either side of the canal so horses could walk along pulling the boats behind them. The horses could not pull the barges through Blisworth Hill so ‘legers' would walk the barges through the tunnel, where the horses would again take over. The horses stayed in the tunnel stables when there were no barges to pull. While the legers were waiting to pull barges through, they would wait in the legers hut. This was a small shed in which they could keep warm and dry. (Visit). The barges also struggled up the hill of the canal, and so locks were put in. Evidence that the canal became more congested is that double locks were built in 1835, although only locks 14 and 15 affected Stoke Bruerne. (Canal Company Minutes) Many businesses were set up on the side of the canal this was because businessmen new it was a quick, easy and cheap way of transporting goods to many places like London using barges on the canal (Booklet). Many wharfs were set up so that goods could be loaded and unloaded. The goods being loaded on the barges would have been brought from local factories and people who made things that could be sold. The goods being unloaded from barges would have been taken to the local market and sold. (Visit/Booklet). A steam-powered Corn Mill was set up and this attracted many people to move to Stoke Bruerne because off the work on offer. Four Mill Cottages were built beside the mill so the workers could live there. So the canals arrival really gave the world of Stoke Bruerne a whole new way of life. In 1851 the double lock shut (Canal Company Minutes). Railways took over from canals as the main form of transport about 1851. The reasons why people started to use the railway more is because it was: * More direct and Quicker – the trains could travel a lot faster than the boats, which meant they could get to their destinations more efficiently. * Easy to extend – the trains were more direct, and a lot less hassle for companies that extend the track because unlike the canal no digging was required only a flat piece of land (Visit). * Transporting goods – Transporting heavy goods and pottery was easier and safer because it was less likely to break because the ride was smoother than the barges had been. The best thing with trains and transporting goods was food. Food could finally be transported over large areas. It could get there quickly and so it would stay fresh for markets and stalls the following day. Between 1874 – 1879 the Navigation Inn shut closed (Whittaker).The Corn Mill shut down at the start of the 1900's (Guide book). Work hours were cut in 1938 and so people had more leisure time. The railway had an impact on Stoke Bruerne because people could get there and go to various other places (Visit). One of the first motorways built was the M1.It is still very much used today by workers who commute to and from work. The roads in 1960 were not the same in quality as they are today. People did however prefer these to railways because their car was more convenient, they could leave there home when they wanted. Also people had more leisure time because they had paid holidays and worked fewer hours. So people looked for leisure pastimes. Tourism in Stoke Bruerne really started to flourish. Many of the old buildings were changed into businesses that would make money from tourism. The old corn Mill became a museum in 1963 and for many years previously a disused warehouse. The mill had its own docks, which has been made into the picnic area and car park (Canal side walk, booklet). The Boat Inn, a pub to go and have a drink in while visiting was a pub, a butcher, then a stable. It changed as the needs changed (Visit). The wharf office shop sells souvenirs, but was previously used to sign for documents, send letters. Etc. (visit) The mill cottages that were built for the workers to live in are now split in to two groups of two. Two are privately owned and two are rented out to tourists. The chapel tearooms used to be used as a dock to the toe path to bring coal to the steam engine to run the mill. The land cutaway known as the Blisworth tramway where the horses worked is being made in to a nature reserve by the British Waterway. As you can see Stoke Bruerne has changed dramatically in the last 250 years. Stoke Bruerne Sources. The best source I used was the visit because it gave a full picture of what Stoke Bruerne was like and the way it changed, for example: * The roofs on the buildings all had different styles e.g. slate, tile, etc. The visit also gave us a visual view, I picked up lots of little facts from our tour guide and the museum. Also the Whittaker Minutes and the Canal Side Walk were very useful for the certain information that I got for it although it was only 1 or 2 facts from each. The postcard disagreed with my visit because we saw quite dull boats, but the postcard showed bright boats, which we were also told, would not have been the case. Postcards are painted in the light of being sold and so make the village look a great place, this makes it bias. A historian could use the Whittaker Minutes and the Canal Side Walk to gain key information of what stoke Bruerne was like. These are documents from the time of the canal and so are likely to state the facts. This would be a reliable source as well as the land and its shape at Stoke Bruerne, for example you can see where the horses walked and so proves this did happen.

The eNotes Blog Familiarity BreedsUmmmModerate BookSales

Familiarity BreedsUmmmModerate BookSales Its no secret that breaking into the best-seller ranks, especially in hardback sales, is becoming increasingly difficult for new fiction authors. This week, Publishers Weekly reported on the top-selling hardcover authors in 2010. The big dogs dominated, and most have been successfully keeping others away from the kibble for several years. Airport kiosk favorite  James Patterson held six of the top spots on the list of thirty. Other familiar names crowded the field, including horror author Clive Cussler, mystery writer Janet Evanovich, and romance novelist Nora Roberts. Dominating not just hardback sales but trade paper, paperback, and e-books as well was Stieg Larsson, author of the The Girl Who Kicked the Hornets Nest as well as the other novels in the Girl series. A few newcomers did manage to muscle into the top spots, among them Matterhorn: A Novel of the Vietnam War by Karl Marlantes, The Postmistress by Sarah Blake, The Imperfectionists by Tom Rachman, and Major Pettigrews Last Stand by Helen Simonson. First-time novelist Kathyrn Stockett made the bestseller list with her novel, The Help, in 2009 and maintained her status in 2010. But for veterans and the lucky few newbies to make top sales alike, the news really isnt all that great. Sales are way down across the spectrum, and hardcovers   perhaps not surprisingly, given the economy and the popularity of e-readers, are seeing the lowest sales in years.   PW says that only 126 works of fictionclaimed sales of more than 100,000, only slightly fewer than the 130 in 2009, but 19% fewer than the 156 in 2008. In order to encourage sales in hardcover, many vendors offer steep discounts on bestsellers, often 25% to 30% off list prices, but of course, this cuts into the bottom line. When was the last time you bought a hardcover book? Did you pay full price?

Continuous Reform of the Middle East essays

Continuous Reform of the Middle East essays A lot of changes have happened to the Middle East since the United States of America made a self-declaration that it would commit to helping and bringing a new life to the said country. A new form of governance has been trying to establish, different business activities were gradually initiated, and several political and economic systems were planned and laid down. All these are still in the initial phase of change and reforming the Middle East. But what will happen when the US changed its present leadership? What will happen tight after the election that will commence in 2009? What are the next possible course actions concerning the Middle East? Continuous Reform of the Middle East It should be noted that during the past couple of years, majority of the citizens in the Middle East (from the Islamist-inspired urban poor to emancipated women concerned about personal status rights) have been so keen and involved about their country's political system. They are so involved that they are willing to do any, accept ideas or debate over anything that will reinforce the use of their own government system "as a tool for exploring political dynamics in the region" (Kipper, 2001). Many are thinking that Middle East is not ready for the proposed reform of the Bush administration and that the country is not welcoming the idea of having a civil society. However, the current situation of the country speaks clearly that it is indeed ready to have a civil society. In fact, the factors that were initially thought to be unfavorable for the development of civil society are now seen as the opportunities to create one. These factors are now perceived as the possible "forces for the development of civility, civisme, and the rights of citizenship" (Kipper, 2001). Combined with social developments once celebrated by the "modernization" school (e.g., rising literacy rates, and growing middle classes . . .), conditions are not altogether unfavora...

Best Chemistry Quotes

Best Chemistry Quotes This is a collection of chemistry quotes, relating to the science of chemistry or quotations from chemists about chemistry. Marie Curie â€Å"Scientist believe in things, not in persons† Robert B. Laughlin I also taught myself how to blow glass using a propane torch from the hardware store and managed to make some elementary chemistry plumbing such as tees and small glass bulbs. Roald Hoffmann I am a teacher, and I am proud of it. At Cornell University I have taught primarily undergraduates, and indeed almost every year since 1966 have taught first-year general chemistry. James W. Black I did help to set up an undergraduate course in medicinal chemistry and made progress in modeling and analyzing pharmacological activity at the tissue level, my new passion. Michael Polanyi And the actual achievements of biology are explanations in terms of mechanisms founded on physics and chemistry, which is not the same thing as explanations in terms of physics and chemistry. William Standish Knowles At Harvard, I majored in chemistry with a strong inclination toward math. Kenichi Fukui But the nature of my main work in chemistry can be better represented by more than 280 English publications, of which roughly 200 concern the theory of chemical reactions and related subjects. Adam Sandler Chemistry can be a good and bad thing. Chemistry is good when you make love with it. Chemistry is bad when you make crack with it. Frederick Soddy Chemistry has been termed by the physicist as the messy part of physics, but that is no reason why the physicists should be permitted to make a mess of chemistry when they invade it. Dennis Rodman Chemistry is a class you take in high school or college, where you figure out two plus two is 10, or something. Kenichi Fukui Chemistry itself knows altogether too well that - given the real fear that the scarcity of global resources and energy might threaten the unity of mankind - chemistry is in a position to make a contribution towards securing a true peace on earth. Antonio Perez Digital imaging is as much about chemistry as it is about semiconductors. Rudolph A. Marcus During my McGill years, I took a number of math courses, more than other students in chemistry. Tony Wilson Every band needs its own special chemistry. And Bez was a very good chemist. Donald Cram Few scientists acquainted with the chemistry of biological systems at the molecular level can avoid being inspired. Richard Ernst However, I survived and started to read all chemistry books that I could get a hand on, first some 19th century books from our home library that did not provide much reliable information, and then I emptied the rather extensive city library. John Pople I abandoned chemistry to concentrate on mathematics and physics. In 1942, I travelled to Cambridge to take the scholarship examination at Trinity College, received an award and entered the university in October 1943. Sydney Brenner I also became interested in chemistry and gradually accumulated enough test tubes and other glassware to do chemical experiments, using small quantities of chemicals purchased from a pharmacy supply house. Knute Rockne I enjoy talking to my football men and my chemistry classes and I feel sure that they are quite interested in what I have to say. Steve Blake I fell in love with Scotland and made good friends here, so I stayed after graduating with Honours in Chemistry. John Tesh I grew up wanting to be a musician, but my parents were sure I would starve to death. So, they put me in physics and chemistry. That eventually blew up, and I got into radio. Robert Huber I learned easily and had time to follow my inclination for sports (light athletics and skiing) and chemistry, which I taught myself by reading all textbooks I could get. Maya Lin I really enjoyed hanging out with some of the teachers. This one chemistry teacher, she liked hanging out. I liked making explosives. We would stay after school and blow things up. Martin Lewis Perl I was also interested in chemistry, but my parents were not willing to buy me a chemistry set. George Andrew Olah I was invited to join the newly established Central Chemical Research Institute of the Hungarian Academy of Sciences in 1954 and was able to establish a small research group in organic chemistry, housed in temporary laboratories of an industrial research institute. Burton Richter In 1948 I entered the Massachusetts Institute of Technology, undecided between studies of chemistry and physics, but my first year convinced me that physics was more interesting to me. John E. Walker In 1960, I went to St. Catherines College, Oxford, and received the B.A. degree in Chemistry in 1964. Jon Postel In a chemistry class there was a guy sitting in front of me doing what looked like a jigsaw puzzle or some really weird kind of thing. He told me he was writing a computer program. Paul D. Boyer In marked contrast to the University of Wisconsin, Biochemistry was hardly visible at Stanford in 1945, consisting of only two professors in the chemistry department. James Rainwater In my schooling through high school, I excelled mainly in chemistry, physics and mathematics. Jack Steinberger In the evenings I studied chemistry at the University of Chicago, the weekends I helped in the family store. George E. Brown, Jr. Industrial opportunities are going to stem more from the biological sciences than from chemistry and physics. I see biology as being the greatest area of scientific breakthroughs in the next generation. Wilhelm Ostwald It has pleased no less than surprised me that of the many studies whereby I have sought to extend the field of general chemistry, the highest scientific distinction that there is today has been awarded for those on catalysis. H. L. Mencken It is now quite lawful for a Catholic woman to avoid pregnancy by a resort to mathematics, though she is still forbidden to resort to physics or chemistry. Edward Thorndike Just as the science and art of agriculture depend upon chemistry and botany, so the art of education depends upon physiology and psychology. John Pople Leaving England was a painful decision, and we still have some regrets about it. However, at that time, the research environment for theoretical chemistry was clearly better in the U.S. Auguste Comte Men are not allowed to think freely about chemistry and biology: why should they be allowed to think freely about political philosophy? Camille Paglia Modern bodybuilding is ritual, religion, sport, art, and science, awash in Western chemistry and mathematics. Defying nature, it surpasses it. Kenneth G. Wilson My father was on the faculty in the Chemistry Department of Harvard University; my mother had one year of graduate work in physics before her marriage. Geoffrey Wilkinson My first introduction to chemistry came at a quite early age through my mothers elder brother. Rudolph A. Marcus My interest in the sciences started with mathematics in the very beginning, and later with chemistry in early high school and the proverbial home chemistry set. Michael Polanyi No inanimate object is ever fully determined by the laws of physics and chemistry. Thomas Huxley Nothing can be more incorrect than the assumption one sometimes meets with, that physics has one method, chemistry another, and biology a third. Johannes P. Muller Physiology is the science which treats of the properties of organic bodies, animal and vegetable, of the phenomena they present, and of the laws which govern their actions. Inorganic substances are the objects of other sciences, - physics and chemistry. Paul Berg That work led to the emergence of the recombinant DNA technology thereby providing a major tool for analyzing mammalian gene structure and function and formed the basis for me receiving the 1980 Nobel Prize in Chemistry. Peter Hook The chemistry involved made everything Factory did quite special. Derek Harold Richard Barton The first serious applications were in triterpenoid chemistry. Paul Dirac The fundamental laws necessary for the mathematical treatment of a large part of physics and the whole of chemistry are thus completely known, and the difficulty lies only in the fact that application of these laws leads to equations that are too complex to be solved. Charles Babbage To those who have chosen the profession of medicine, a knowledge of chemistry, and of some branches of natural history, and, indeed, of several other departments of science, affords useful assistance. Jeremy Rifkin We were making the first step out of the age of chemistry and physics, and into the age of biology. Tim Hardaway You have to look at how chemistry develops. Johannes Vilhelm Jensen The grounding in natural sciences which I obtained in the course of my medical studies, including preliminary examinations in botany, zoology, physics, and chemistry, was to become decisive in determining the trend of my literary work. Dixie Lee Ray The organic material, as the laws of chemistry state, can neither be created nor destroyed.

Foreign Direct Investment in Developing Countries Article

Foreign Direct Investment in Developing Countries - Article Example This topic bears importance in that if wielded appropriately it may just be the ticket out of poverty lines for developing nations. Growth of the economy by seven or eight percent is achievable but only if there is investment of around 35 to 40 percent of the GDP. National savings undoubtedly fall short of this by a huge margin. Therefore, it is up to foreign borrowing and investments to meet this gap. Thus, it is imperative for the governments of developing nations to providing incentives to investors. This paper will focus on the foreign direct investments in developing countries and the impact it causes to both participating parties (Moran 75). The political and social changes of late 20th century and the recent technological advancements have brought about immense changes in the economic situation of the present world. The planned economies are failing and their retreat from the global economy. The development and the rising influence of free and open market economies and the ever stronger tendency towards a world economy. Predicts broad changes in various interacting phases (e.g. economical, political and social) of the global community in the future. The old restrictions and monopoly of the old world transformed into friendly smiles and gentle politics with policies of closed economies being dumped and nations embracing the open capitalist economies. This phenomenon has puzzled many. Everyone however seems to agree on a single point. There would be no foreign direct investment if the markets were perfectly competitive. Therefore, markets are to work efficiently and ensuring there is no barriers in the form of trade or c ompetition; then the phenomenon of FDI is much more likely. Many theories have tried explaining this phenomenon. These theories attempt to explain this phenomenon based on different assertions such as perfect and imperfect competition of markets. The currency based methods as well as those that

Effective Business Planning Case Study Example | Topics and Well Written Essays - 1250 words - 2

Effective Business Planning - Case Study Example The organization has engaged effective organizational strategies by differentiating, developing effective marketing plans and penetrating the market through effective management of both people and resources. Mattel is a global toy manufacturing company that has numerous branches across the world. The company initially started with the goal of becoming a global leader in the toy manufacturing industry and to remain in this position indefinitely. However, the market environment is composed of many unpredictable limiting forces that act as barriers to market entrants and expose the organization to severe business forces that threaten survival in this market (Dressler, 2004). Mattel’s experience environmental threats, competition, ethical challenges and market fluctuations that became big threats to its survival in the market. The ability of the organization to maintain its current position today can be attributed to its ability to overcome its challenges and take advantage of the opportunities in the market while still remaining innovative in a world of changing technology. Mattel was founded back in 1945 when its main product was picture frames on a retail basis. The company later turned to the toy industries after recognizing this as a better market with higher profits and more customers. In 1960, the company became a publicly owned company and its sales remained high making it maintains its position as the world’s largest toy company. The company now has its roots in design, manufacture, and marketing of family products. The company owns more than 8 company brands and has differentiated to over 36 countries and now markets its products to over 150 nations. One of the strategies that Mattel has employed in surviving in the competitive market is the use resource and people management strategies. The company has remained strong in acquiring the right employees and leaders within the organization.

Apple Inc Research Paper Example | Topics and Well Written Essays - 750 words

Apple Inc - Research Paper Example This pricing strategy has allowed the company to rule over the Smartphone and the Tablet industry for a long period of time. The company offers high end devices and fast gadgets to customers, and this is why Apple is able to charge premium prices from its customers. The company has not yet been required to change its static pricing strategy because of its strong and dominant position in the market. The company is also able to charge higher prices because over the years, it has established a loyal clientele base. Customers of Apple products are loyal to the company and they wait keenly for company’s products. This is an indication of the loyalty of Apple customers, and this is why Apple is able to follow premium static pricing strategy. Many of Apple customers are repeat customers, and therefore the company is audacious in its pricing strategy. Apple does not have to worry much about attracting new consumers because it already enjoys a loyal clientele. Customers will buy Apple product without taking into consideration its high prices because they are just used to Apple products. Apple faces strong competition from companies like Samsung, Google, Microsoft, Blackberry, HTC, and Sony. All these companies, especially Samsung, have been rapidly gaining grounds by introducing new and innovative products (Chen, 2013). For a long period of time, Apple enjoyed monopoly power in the Smartphone and Tablet industry, but the tables are turning. Google’s android operating system has also garnered customer attention. Android based apps have flooded the market which shows the popularity of this operating system. The above mentioned companies are also producing cheaper Smartphones and Tablets which have also made life difficult for Apple, at least to a certain extent. The company, although, is not falling behind its competitors, to a great extent, because of its first movers advantage and extensive

About horror movies Essay Example | Topics and Well Written Essays - 1000 words

About horror movies - Essay Example The kind of character they portray in these movies is mostly driven by their ambitions in life. Unlike men who become comfortable with their statuses quickly, women are doing whatever they can to either maintain their facial looks or get the basic human wants (Wada-Marciano 12). A lady like Mrs. Li, for example, goes adopts a behavior of eating dumplings prepared from fetus for the sake of her looks and rejuvenating his husbands love Dumplings (Chan,2004). Greed also contributes to their characters in these horror movies because some of the females are conducting merciless killings just for food. In Onibaba film, we see two women killing soldiers, taking their armor and trading them for delicious meals. Such an action portrays greed because one has to sacrifice life of another for a single meal. Onibaba(Shindo,1964). Ambition and greed are portrayed more horrifying in female than in men. Let us start with Dumplings observations. The film shows the work of the experienced cinematographer Christopher. He applies moving camera shots best seen when Mrs. Li and Mei visits a mansion under construction. The two converse about politics as the camera moves with their talk and moves. The second instance of a moving camera is when Mei seduces Mr. Li inquiring whether the dumplings work Dumplings (Chan,2004). Mrs. Li is rich, so she does not have to pursue material things but she is after her fading beauty. In pursuing her husband’s love lost to a masseuse, Mrs. Li seeks advice from the local Chef Mei, who gives her dumplings to make her younger and beautiful. It works and Mr. Li starts loving his wife again even without an idea of what is happening Dumplings (Chan,2004). Mrs. Li receives compliments from friends for her youth and beauty, but somebody recognizes a fish like smell on her face. Mr. Li asks to be taken to Mei and after taking the fetus dumplings, he falls in love with Mei without

Criminology Essay Example | Topics and Well Written Essays - 3750 words

Criminology - Essay Example As a result, the Federal Bureau of Investigation doers not collect information on itself (Robinson, 1966). Rather, it relies on the other law enforcement agencies to report the crimes that are brought to their attention. According to a census that was carried out by the Bureau of census in 2002 revealed that 93 percent of the population that submitted the reports was the law enforcement authorities while 89% of the populace came from the metropolitan areas, with 90 percent being in the rural counties (Wolfang, 1963). From the time when Uniform Crime Report was established in 2003, the Federal Bureau of Investigation has offered sporadic evaluations of the type of and nature crime in United States. This program’s main aim was to produce a dependable group of unlawful statistics for use in police force management, management and operation. This has made it be one of the nation’s principal social indicators. The Uniform Crime Reports assist the American public to search for information on variation in crime rates. In addition, criminologists, sociologists, criminal justice students, legislators and municipal planners use information in the Uniform Crime Reports to carryout different researches and planning responsibilities (Wolfang, 1963). National Incident-Based Reporting System is an event-oriented coverage structure employed by the law enforcement agencies in United States to collect information on crimes. It is designed to collect information on any single crime scene that occurs. State, local and federal agencies produce these reports from their information systems. Data is obtained and captured from every crime occurrence and recorded in Group ‘A’ crime group. The crimes in the Group ‘A’ category are 46 offences classified into 22 crime classes. Certain details about the offences are collected and documented in the NIBRS system. Moreover, there are 11 crimes recorded in Group ‘B’ with just

About horror movies Essay Example | Topics and Well Written Essays - 1000 words

About horror movies - Essay Example The kind of character they portray in these movies is mostly driven by their ambitions in life. Unlike men who become comfortable with their statuses quickly, women are doing whatever they can to either maintain their facial looks or get the basic human wants (Wada-Marciano 12). A lady like Mrs. Li, for example, goes adopts a behavior of eating dumplings prepared from fetus for the sake of her looks and rejuvenating his husbands love Dumplings (Chan,2004). Greed also contributes to their characters in these horror movies because some of the females are conducting merciless killings just for food. In Onibaba film, we see two women killing soldiers, taking their armor and trading them for delicious meals. Such an action portrays greed because one has to sacrifice life of another for a single meal. Onibaba(Shindo,1964). Ambition and greed are portrayed more horrifying in female than in men. Let us start with Dumplings observations. The film shows the work of the experienced cinematographer Christopher. He applies moving camera shots best seen when Mrs. Li and Mei visits a mansion under construction. The two converse about politics as the camera moves with their talk and moves. The second instance of a moving camera is when Mei seduces Mr. Li inquiring whether the dumplings work Dumplings (Chan,2004). Mrs. Li is rich, so she does not have to pursue material things but she is after her fading beauty. In pursuing her husband’s love lost to a masseuse, Mrs. Li seeks advice from the local Chef Mei, who gives her dumplings to make her younger and beautiful. It works and Mr. Li starts loving his wife again even without an idea of what is happening Dumplings (Chan,2004). Mrs. Li receives compliments from friends for her youth and beauty, but somebody recognizes a fish like smell on her face. Mr. Li asks to be taken to Mei and after taking the fetus dumplings, he falls in love with Mei without

Ethnicity and Health Assignment Essay Example | Topics and Well Written Essays - 1250 words

Ethnicity and Health Assignment - Essay Example Regarding this issue it is stated by Julian that â€Å"the low mortality and morbidity among migrants despite the low socioeconomic location of many is explained by the fact that migrant selection includes a medical examination leading to the exclusion of those with medical problems† (Australian Institute of Health and Welfare 1996, p. 35; National Health Strategy 1993, pp. 37, 40-43, in Julian, 106). In other words, the preventive medical tests provided to migrants (mostly as a precaution against a possible ‘contamination’ of the population of the greater area) in fact has been proved to be valuable as it leads to the identification of diseases that could be diagnosed only when developed at a high level. From a different point of view, the study of Julian showed that â€Å"the health of migrant women is influenced by ethnicity, class and gender† (108). It is also noticed that there are certain health problems that are not appropriately addressed, like ‘pregnancy/child ­birth and domestic violence’ (Julian, 108). In accordance with the above the higher injury rates and the depression in migrant women could be explained by the problems that face with their health on a permanent basis due to events that are mainly connected with their gender and social characteristics. The conditions of life of migrants could justify the health problems (particularly the injuries and the depression) that this part of the population faces continuously. However, generally the health problems appeared in migrants could be characterized as less ‘fatal’ than the relevant problems appeared in the native born Australians. For this reason, a relevant research showed that â€Å"overseas-born persons experience all-cause death rates 10% to 15% lower than for Australian-born persons. Asian-born immigrants have especially low death rates for

Tennessee Williams Essay Example for Free

Tennessee Williams Essay The American theatre public first took notice of The Glass Menagerie by Mississippi-born Tennessee Williams when it was presented in Chicago in December 1944. Opening in New York on March 31, 1945, it ran for more that 500 performances and won both popular and critical acclaim. It is now considered one of the most delicate plays of the twentieth century.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Much of the play is drawn from the writer’s own life and perhaps because of this, he invests it with extraordinary realism and poetry. Though the lives of his characters are blighted by frustration and misery, he paints them with the softness of illusion, the patina of tenderness (Krutch, 424). And no wonder: Tom is Tennessee, Amanda is his mother, and Laura is his sister Rose. Williams calls The Glass Menagerie a memory play. Tom, the son, narrates in seven emotionally-charged scenes the events that happened to him, his mother, Amanda Wingfield, and his sister Laura before he deserted them to become a merchant sailor. Extremely unhappy as a shoe-factory worker, Tom, the poet-dreamer, frequently escapes to poetry-writing or the movies.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Because Amanda loves her son, she nags him so that he would be more serious about improving himself. Amanda also notes that her delicate, sensitive, helpless Laura will never be able to cope with the realities of making a living. So Amanda asks Tom to invite an eligible bachelor to dinner for his sister. Tom invites Jim O’Connor, a fellow employee at the shoe-factory. Good-natured Jim gradually makes Laura warm up to him, but before the evening is through, he reveals that he is engaged to be married. Shortly after, Tom breaks away from the two women to join the merchant marine.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   All three are yearning to get out of the coffin of their lives. Tom pines for romance and adventure, which, however, cannot blow the candles of memory out. Amanda escapes from present by retreating to her memories, but for her children she decides quite realistically that the practical, not the romantic, way is the path to an easy life.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   An interesting feature of the play is the application of William’s theory of expressionism. Because it is a memory play, much leeway is given to â€Å"atmospheric touches and subtleties of direction. In the romantic spirit of expressionism (Young, 506), Williams contends that the truth, life, or reality is an organic thing, which the   poetic imagination can represent or suggest, in essence only those through transformation, through changing into other forms than those which were merely present in appearance. The use of symbols is inline with the expressionistic theory. For instance, the delicate glass unicorn is a symbol for the fragile loner that Laura is. The blue roses, the apartment in the tenement, the fire escape, the alleys, and the dance-hall are all symbolic. Williams experiment with more open forums, and colloquial styles also contributed to the mode of expressionism. Creating stellar roles for actors, especially women, Williams brought a passionate lyricism and a tragic Southern vision.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Besides using the symbols, the author recommends that the use of magic-lantern slides to show titles or images which could stress certain values or the most important phrases. These slides are considered redundant by some critics (Tischler, 232) because the play is self-sufficient—and eloquently so.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Our unconventional or non realistic techniques are the use of the narrator and special lighting to express changes in mood. The stage is kept poetically dim, in keeping the mood of memory while shafts of light draw attention to certain areas or actors. An effective literary accent in the play is provided by the repetition of haunting tune that expresses â€Å"the surface vivacity of life and the underlying strain of immutable and inexpressible sorrow† (Bloomfield, 233).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Finally, not the least of the reasons for the powerfully moving quality of The Glass Menagerie is the dialogue. Williams has accurately recorded every nuance and beat of American speech, giving the language a poetic touch to boot. The language lives, the characters live. As the characters play out their lives before us, our hearts vibrate unfailingly to the play’s humanity and beauty or the beauty of its humanity. Everything in the play contributes to pure theatre magic, the secret of which lies deep in the heart—and the art—of Tennessee Williams. Works Cited Bloomfield, Morton and Eliot, Robert., eds. Great Plays: Sophocles to Brecht. New York: Holt, Rinehart and Winston, 1966. Krutch, Joseph Wood. â€Å"Drama†. The Nation, CLX (April 14, 1945). Tishler, Nancy. Tennessee Williams: Rebellious Puritan. New York: The Citadel Press, 1961. Young, Stark. â€Å"The Glass Menagerie†. The New Rpublic, CXII (April 6, 1945).

The dissociative identity disorder diagnosis controversy

The dissociative identity disorder diagnosis controversy Dissociative Identity Disorder (DID), formerly known as Multiple Personality Disorder (MPD), has been widely recognized and studied over the years. Although Dissociative Identity Disorder was officially accepted by the DSM-IV as a valid psychiatric diagnosis, intense debate about its validity is still common. There are two basic positions that dominate the controversy of DID. There are some who believe that it is a valid diagnosis. Proponents of DID argue that those who resist to diagnose their patients with DID and fail to recognize the disorder are not well trained. While others argue that DID is not a valid psychiatric diagnosis. These people argue that DID is caused by misguided individuals who look continuously searches for the right therapist until they receive the diagnosis that they wanted. In addition to that, these people believe that DID is an iatrogenic phenomenon brought on by incompetent therapists through hypnosis and suggestions. For those who argue that DID is a valid diagnosis they point out that the diagnosis of Dissociative Identity Disorder is extremely complex. One of the reasons that its complex to diagnose is because of how difficult it is to differentiate from many other syndromes. In addition to that, DID can even coexist with more familiar and less controversial syndromes. In 1984, Coons stated that DID can be confused with other dissociative disorders such as psychogenic amnesia and fugue, and depersonalization disorder. Furthermore, DID can also be confused with atypical dissociative disorder experience by those who were in prisoner or hostage situations and dissociates from the stress such as physical and emotional abuse that they endure caused by their captors. Since phobias, mood swings and conversion reactions like pseudo seizures, paralysis, and blindness are common with anxiety, affective, and somatoform disorder they may also co-exist with multiple personality disorder. In order to obtain more evidence that a patient has DID, Coons suggested that information from external sources such as family members, friends, coworkers, and hospital staff is important. When asking these people, a clinician should ask about evidence of personality changes, persistent lying, use of third person, handwriting changes, and many others subtle signs that may provide evidence of DID (Coons, 1984). In addition to Coons, in a study conducted by Horevitz and Braun (1984), they found that DID can co-exist with borderline personality. They studied 93 patients with confirmed diagnoses of DID. During the study they were only to evaluate 33 of the 93 cases. They found that 23 of the 33 or 70% of their sample also qualified for the diagnosis of borderline personality (Horevitz Braun 1984). Similar to the studies conducted by Horevitz and Braun, and Coons, Clary, Burstin, and Carpenter concluded that DID has a lot in common with borderline personality. They drew their conclusions from 11 patients who were poor and referred through public agencies and womens shelter. On their study, Clary et al. noted the difference between their findings and Richard Klufts (1982) findings. Kluft found borderline characteristics in only 22.8% of his 70 subjects. 45% of them were described as neurotic mixtures and 32% were described as hysterical-depressive. Clary et al. assumed that their results were different from Kluft because Klufts patients were from a private psychoanalytic practice. Because of this, their functioning is better because of the demands intensive psychoanalytic psychotherapy entails (Clary, Burstin, Carpenter, 1984). Proponents of DID like Carol North, Jo-Ellyn Ryall, Daniel Ricci, and Richard Wetzel point out documented physiologic differences between personalities of patients with DID. These claims were then supported by the argument that these symptoms could not be replicated by normal people or professional actors. This is because, there are distinctive patterns among the different personalities that a patient with DID has. These differences can be detected through the positron emission tomography (PET) scans, evoked potentials, voice prints, visual acuity, eye muscle balance, visual field size, galvanic skin response, electroencephalographic patterns, electromyography, and cerebral blood flow (North et al., 1993, pg. 29). Proponents argue that DID patients are quiet, unassuming, and shy individuals who do not seek public attention. According to Kluft (1985), DID patients try to disguise their conditions because they are worried about the reactions that theyre going to get from reluctant therapists. In different studies conducted by Kluft, he found multiple times the reluctance that DID patients feel when seeing a therapist. In one of his studies, he found that only 40% of patients with DID showed subtle hints of the disorder while 40% showed no overt signs at all. In that study he found that the diagnosis of DID was an inverse relationship to how clear the symptoms were in the patient. During this study he also found that multiples who enter treatment do because of affective, psychotic-like, or somatoform symptoms as opposed to classical DID symptoms. Since the presentation of the disorder is often subtle, Kluft points out that it is important for clinicians to work very hard to elicit a history compa tible with DID. Similar to Coons, Kluft specifically mentioned that its important for clinicians to use indirect inquiries for patients who show the symptoms of DID (Kluft, 1984). In 1986 he found that 50% of DID patients withheld evidence of DID during their first assessment, and 90% said that at one point in their lives they tried to hide the manifestations of DID. Kluft also found that there are some cases where the symptoms of DID are not voluntarily provided to the therapist because patients are unaware that they have the disorder (Kluft, 1986). In spite of a lack of consensus that DID is a valid psychiatric disorder, proponents of DID, like Kluft, have divided DID into subtypes. Later Kluft (1991) described the typology of DID presentation that includes the following types: Classic MPD, latent MPD, posttraumatic MPD, extremely complex of fragmented MPD, Epochal or sequential MPD, isomorphic MPD, coconscious MPD, possessioniform MPD, reincarnation/mediumistic MPD, atypical MPD, secret MPD, ostensible imaginary companionship MPD, covert MPD, phenocopy MPD, somatoform MPD, Orphan symptom MPD, switch-dominated MPD, ad hoc MPD, modular MPD, quasi-roleplaying MPD, and pseudo-false positive MPD (North et. al, 1993, pg. 30). Another person who believes that DID is a valid psychiatric disorder is Brad Foote. Foote (1999) wrote a paper that features why DID can easily be mistaken for hysterical phenomena. One of the main critiques that other people have is that DID does not occur naturally. Instead, its symptoms are a modern version of hysteria. In this view, many believe that patients may create or report dissociative symptoms both intentionally and unintentionally in order to assume the sick role. Opponents believe that this sick role is advantageous because of the attention that they get from friends, family, and their therapist. In addition to that, some proponents believe that the therapist has a big influence on the patients pathology and thus contributes to this phenomenon. According to this view, patients did not have any symptoms of DID present prior to seeing a therapist. On the other hand, those who treat DID patients argue that: 1. There is a naturally occurring presentation of DID, prior to th erapist suggestions; 2. Patients do not embrace the DID diagnosis willingly, and in fact usually fight at least as hard to reject as, for extremely ego-dystonic; 3. DID symptoms do not disappear when ignored; and 4. The disorder actually begins in childhood, in the context of overwhelming trauma, and there could not possibly be caused by the adult therapist together with the patient (Foote, 1999, pg. 321). Foote describes that for a typical DID patient, powerlessness takes place in a severe level. He states that it is common for a DID patient to have a long history of abuse, usually including sexual abuse. When it comes to diagnosing DID, Foote explains a situation in which a typical DID patient will find herself in. If the therapists bias that the DID patient is creating her symptoms to seek attention, this bias will only be confirmed by all of the drama and attention that the patient will have. Whether or not the patient does anything dramatic depends on the therapist. Subsequentl y, if the patient is talking to a skeptical listener, the patient will feel powerless and will cause her to give up, or become hysterical and desperate in her communications in order to explain to her therapist her symptoms. Furthermore, if the therapist has a strong bias that switching from one personality to another is feigned, there are no data that could falsify this statement. If the patients switch is subtle the observer would think that there is no big deal and it doesnt seem like the patient has a different personality. Similarly, if the patient has a dramatic switch the therapist would believe that her actions are exaggerated and obviously unreal. With this said, however, Foote wanted to clarify that DID diagnosis is not immune from factitious presentations for the purpose of attention-seeking. However, skepticism can become a barrier to the possibility of the diagnosis to be perceived. To conclude, Foote wanted to point out that first, DID by its nature is unavoidably dram atic and that this causes clinicians to be unconvinced before they have ever seen a DID patient. Because of this, he encourages clinicians to be open-minded and be aware of how complicated DID can be. He believes that if a clinician takes their time to patiently immerse him/herself in the world of DID, they will discover the possibilities of DID that are not readily available superficially. Second, Foote points out that its important for clinicians to, Hopefully, we can call upon our own internal resources of calmness and confidence that if a story is true it will ultimately be heard, and proceed to communicate accordingly (pg. 342). According to Frank Putnam (1996), There are three basic criticism when it comes to the validity of DID. The first one is that DID is an iatrogenic disorder caused by the psychiatrist. Second, critics say that DID is produced by the media. Finally, critics say that DID case numbers are increasing exponentially over the years. For the first argument on DID being caused by a psychiatrist, Putnam points out that there are at least two clinical studies that have shown that there are no distinct differences between those who are diagnosed with DID and was treated with or without hypnosis. Also, many patients who have never been treated using hypnosis was diagnosed with DID. This shows that the accusation that the misuse of hypnosis is responsible for the disorder is not accurate. Second, by looking at decades worth of research on the media effects on behavior, Putnam says that it is clear that exposure to specific media is not a sure cause of a certain behavior. He points out that the port rayal of violence in the media is more common than the depiction of DID. Yet, critics say that the small amount DID portrayals in the media is significantly responsible for the increase in diagnosed cases. Finally regarding DID cases increasing exponentially; Putnam says that its common for critics to inflate their numbers without any evidence supporting their figures. According to him, after plotting the numbers of published cases of DID he found that they have increased but not as dramatic as critics make it sound. In fact, over the same period of time other disorders such as Lyme disease, obsessive-compulsive disorder, and chronic fatigue syndrome have shown an equal or faster increase in published cases compared to DID. These results reflect the results of basic advancement in the medical field. Disorders increase in published cases may be due to the new discoveries of symptoms that used to be unrelated. As new symptoms are found to be related to certain disorders, the more the physicians can identify the condition. Ultimately, Putnam believes that DID meets the standards of content validity criterion, criterion-related validity, and construct validity considered necessary for the validity of a psychiatric diagnosis (pg. 263). One of the controversial topics about DID and its diagnosis is that hypnosis elicit DID. Richard Kluft, a Clinical of Professor of Psychiatry in Temple University School of Medicine believes that hypnosis or suggestion may be the reason some patients have alternate personalities. However, he believes that iatrogenesis or hypnosis do not explain DID. While Putnam (1986) did not detect and differences in clinical presentation, symptoms, or past history between patients who were hypnotized and those who werent. Furthermore, Ross et al. (1989) conducted a study where they studied 236 patients who were diagnosed with DID. They found that only a third of these patients had been hypnotized prior to being actually diagnosed with DID. In addition to this study, Ross conducted another study where he compared DID patients of psychiatrists who specialize in DID and patients of psychiatrists who did not specialize in this disorder. They concluded that DID is not iatrogenic. The idea of iatrogenes is has been continuously disputed. The study that Ross et al. (1989) found compelling evidence that shows that DID is a genuine disorder with consistent core features with compelling evidence. Nicholas Spanos, a Professor of Psychology at Ottawas Carelton University conducted two experiments which explores DID. He argues that DID patients are not passive victims. Instead, they are patients who do things to purposefully be diagnosed with the disorder. He also argued that therapists assist these patients achieve their goals. The therapists provide encouragement, information, and validation for the different identities. For his first experiment in 1984, he had forty-eight undergraduate volunteers as his subjects. They were asked to role-play an accuse multiple murder named Henry or Betty whose lawyer decided to enter a not guilty plea. They were told that a psychiatrist would interview them and might even use hypnosis. If hypnosis was used they were asked to also role-play being hypnotized. The subjects were not told anything about DID. There were three possible conditions that eight men and eight women were randomly assigned to. In the first condition, the subjects were aske d if the felt the same thing as Harry or Betty or if they felt any different. In the second condition, subjects were told that they had complex personalities but hypnosis would allow the therapist to get behind the wall that hid their inner thoughts from awareness. Furthermore, the hypnotist would be able to talk to their other personality under hypnosis. In the third, which was the control group, subjects were told that personality was complex and included walled-off thoughts and feelings. Spanos also administered a five-item sentence completion and a differential test to all subjects (it included all their different roles, where a second personality was enacted). After the psychiatrist told the subjects their personality, they asked the same four questions to each subject. The responses were rated by judges who didnt know the subjects treatment groups. The results showed that 81% of the subjects who were asked if they felt the same thing as harry or Betty or are they different and 31% of subjects in hidden-part treatment adopted a new name. 70% of those subjects who adopted a new name had two different identities. 63% of subjects in the hypnotic treatments displayed spontaneous amnesia. While, none of the control subjects used a different name or had amnesia. In his discussion Spanos makes four points. First, only the subjects who were hypnotized used another name, reported two different identities, and amnesia. Second, all but one subject who had multiple personalities admitted guilt on the second administration. Those who had no multiple personalities continuously denied guilt. Third, Spanos points out how easy it is to fake multiple personality even without the knowledge of DID. Finally, Spanos points out that multiple typically show contrasting personalities. Spanos believes that the amnesia of his subjects was a strategic way to control the subjects ability to recall a memory in response to the situation at hand (Spanos 1984). Another point that opponents want to make is that DID is well suited for providing patients a way to avoid being responsible for their actions. Kluft (1985) described some DID patients who value their disorder. In hospital wards, other patients complain that DID patients avoid accountability and responsibility. DID may also be accounted for the failures that a person with DID wants to avoid facing. DID patients use this disorder as an excuse for their difficulties or failures to explain why they were in the situation that they were in. According to Bliss, another way that DID can be beneficial to others is that it shows an outlet to express behaviors that are deemed unacceptable, such as sexual behaviors, physical aggressions, or substance abuse. An alternate personality may abuse substances or rape, while the host personality would never do such a thing. This fits the descriptions that alternate personalities are usually irresponsible and likes to act out with the host personality a s proper. Alternate personalities are also created to manage unpleasant emotions that the patient wants to avoid. Specific emotions are assigned to a personality as a way to avoid having to acknowledge strong or painful emotions. (Kluft, 1985). Since the case of Eve Black became famous Thigpen and Cleckley wrote a paper where they showed concern for the epidemic of DID cases. There were thousands of patients who travelled thousands of miles to see different therapists until they received the diagnosis that they wanted. Not only that, but they go through great lengths such as talking on the phone in different voices, sending photographs of different selves, and writing letters with different handwritings for every paragraph. When it comes to these people, these desperate actions would not stop until they were diagnosed with DID. Another category of patients wrongly diagnoses with DID were attention-seeking hysterics who are affected by the labeling process. While, the last category that they described are groups of individuals who arent satisfied with their self-concept so they use dissociation to allow the unacceptable aspects of their personalities to be expressed (Thigpen Cleckley, 1984). Proponents of DID assert that DID is a genuine disorder that has a valid diagnosis, whereas skeptics argue that DID is an iatrogenic or faked condition. These two different arguments may both be persuasive but neither of them does not answer the question of the validity of DID. It is important to evaluate these arguments to determine the extent of the diagnosis of DID. Current knowledge of the clinical phenomenology of DID cannot be considered as either proof or disproof that DID is a valid diagnostic entity. Kluft calls for active research rather than fruitless debate (pg. 3). Future studies on DID will have many opportunities to address the challenges that both proponents and opponents of DID diagnosis validity pose.

A Comparison of Last Man Standing and Street Fight Essay example --

In a world where the strong survive and the weak plunder, running for public office can be a more daunting task then holding the actual office itself. The films, Last Man Standing and Street Fight, depict two separate elections in two separate states as fierce battles. The films provide contrasting views of the struggle to reach public office, and the tactics used to get there. Though the films paint the similar process of brutal campaigning and numbing elections, these films have clearly different stories. In Central Texas, incumbent Republican Rick Green and Democrat rookie, Patrick Rose, ran a tight race for a seat inside the Texas House of Representatives. This close race was delineated inside the film Last Man Standing. Rick Green, a conservative Christian and law school graduate from the University of Texas, held the house seat since 1999. As the incumbent candidate up for re-election, Green held majority voter support through out the race. Rick Green rallied support in local events and church functions, asserting his faith to gain support. In Green’s opposition was young Democrat Patrick Rose. Rose was new to politics but eager to win the fight. Rose allowed himself to be portrayed as a new comer and young candidate, this played in his favor especially among women voters. Rose, a graduate from Stanford and the University of Texas, held the firm belief that this election could be won one voter at a time. Last Man Standing opens with Patrick Rose meandering through a suburban community knocking on doors and handing out campaign fliers. Most that answered the door were unaware of who Rose was, or that he was running for election. To most voters Rick Green was seen as the candidate that was easy to vot... ...ing and Street Fight outline the momentous fight for the title of public office. The road of campaigning and winning votes is long and narrow. Candidates have various tools at their will in attempt to win a seat of their own inside public office. These documentaries show tremendous differences and various similarities of the process to hold such coveted titles. The differences in the types of elections expressed in the films shows the tremendous differences of campaigning and elections across the country. Works Cited Last Man Standing: Politics Texas Style. Dir. Paul Stekler. PBS, 2004. DVD. "POV - Last Man Standing . Film Description | PBS." PBS: Public Broadcasting Service. July 2004. Web. 08 Nov. 2011. . Street Fight. Dir. Marshall Curry. Marshall Curry Productions LLC, 2005. DVD.

Fight On

Heritage Hall is filled with retired jerseys, trophies and game balls. Over the past 125 years, Cuss's football team has fielded more Hessian trophy winners than any other school with seven. 37 of its players has been elected and enshrined in the College Football Hall Of Fame. In this hallow hall also stands Cuss's 11 National championship trophies; with its last trophy in 2004. The dim lights enshrined memorabilia and revered site all adds to the game day experience. From Heritage Hall, the next stop is the Grand Old Lady or commonly referred to as ‘The Coliseum†. Outside the Coliseum is the diehard, devoted fan base.At 7 am the parking lot is filled with diehard fans that come early to tailgate prior to the game. As you make your way to the entrance of the Coliseum the spices and smell of perfectly seasoned food attacks your senses. You can't help but notice the camaraderie and friendships formed while the alcohol flows. It is in the parking lot you see the dedication a nd years of loyalty displayed by its fans. In the front row nearest to the stadium stands the most dedicated fan. An older man, scruffy looking stands next to his Winnebago. He is dressed in the traditional garbs for the day.His Winnebago is covered from front to back in Cardinal and Gold; from his speakers blares the schools song ‘Aught On'. Walking by he gives you the greeting of the day ‘Fight on' and talks about the upcoming slaughter that is to commence shortly. Following the steady flow of fans you start to take in the beauty and craftsmanship in the construction of the stadium. The architect spared no expense in the details of this finely designed piece of modern history. At the entrance of this modern Art Deco inspired stadium stands two bronze statues o commemorate â€Å"Olympic Gateway†.Looking around, the stadium features long horizontal lines that flow as smooth as the Mississippi River. The curves and portholes reminiscent of woman's body pay tribute to the old Greek and Roman style. The closer you get to the stadium you begin to hear the roar of the crowd. The stadium trembles as 93,000 Cardinal and Gold clad fans chant and cheer for their favorite football team. Down on the sideline is Tommy Trojan and his majestic white steed Traveler. Next to them is the beautiful USC ‘Song Girls' as they await the team's entrance into the stadium.In the North Tunnel you can see the team walking toward the field. Hand and Hand the players march as one team. U-S-C, U-S-C chants are deafening as they run out onto the field escorted by Tommy Trojan and the Song Girls. Seeing the players trotting onto the field the fans are riled up into a frenzied state. At that moment the Spirit of Troy Marching Band strikes up to the tune of Seven Nation Army. The crowd responds by singing along. You can see the fear in the opponent's eyes as they await their fate. After all the prename festivities, kickoff has finally arrived.Tommy Trojan and Traveler make their way to mid field. His armor is clean, on the brightest day you can see your reflection. With precision and accuracy he swings his blade. His movements are flawless his blade slices thru the air like a hot knife thru butter and with authority he buries his sword deep into the field. It's game time! As the game goes on the crowd is fully engaged. With every tackle, catch; you hear the crowds JOSH and SHAHS. When USC scores a touchdown the crowd becomes chaotic, like animals that has tasted blood and is awaiting the final kill.High fives and hugs are seen around the stadium. It is a good day, from the opening kickoff to the final sound Of the game a USC Game produces on every level. From the history viewed thru the glass at Heritage Hall to the prename festivities at the Coliseum USC Football games are one for the history books. The dedication of an overwhelming fan base; plus the high expectations makes for an outstanding game day atmosphere. The fans, traditions and champi onships makes the University of Southern California Football game the ultimate game day experience.

A Comparison of Celebrity and Expert Endorsers on Advertising Effectiveness

Table of Contents Acknowledgement Abstract Table of Contents Chapter One: Introduction 1. 1 Background to Topic 1. 2 Fashion Field and Skin care Product Chapter Two: Literature Review 2. 1Advertising Endorser 2. 1. 1Celebrity 2. 1. 2 Expert 2. 2 Endorser Credibility 2. 2. 1 Trustworthiness 2. 2. 2 Expertise 2. 2. 3 Attractiveness 2. 3 Advertising Effectiveness 2. 3. 1 Brand Attitude 2. 3. 2 Attitude towards advertisement 2. 3. 3 Purchase Intention 2. 4 Match-up Hypothesis 2. 5 Information Processing of the AdvertisementChapter Three: Chapter Four: Methodology. 4. 1 Quantitative Research 4. 2 Questionnaire Design 4. 3 Pilot Test 4. 4 Data Analysis Techniques 4. 4 Testing Credibility of Endorsers 4. 5 Testing the Product Match-Up Hypothesis 4. 6 Testing Advertisement Message Process 4. 7 Testing Advertising Effectiveness Chapter Five: Findings and Analysis 5. 1 Result of Reliability Test 5. 2 Results of Credibility of Endorsers 5. 3 Results of Testing the Product Match-Up Hypothesis 5. 4 Evaluation Impact on Advertisement Message Process . 5 Evaluation Advertising Effectiveness Chapter Six: Discussion and Conclusion Appendix References Chapter 1—Introduction Chapter 1—Introduction In designing an advertising campaign, an influencing persuasion is an important factor, product endorsers is significant towards the transmission of message between the brand and consumers and they often contribute to an advertisement's persuasiveness for many consumers. Advertising endorser is one of promotional strategies which are often seen in daily life.Its main purpose is to use a famous, professional or attractive endorser to grab consumers’ attention in a short period of time, in order to increase the effectiveness of the advertisement. It is important for endorsers to achieve the object of communication with consumers. Research finds that advertisements with a reliable endorser could attract consumers’ attention, raise brand awareness, and build uniq ue brand image (Zajonc and Markus,1982). If a business can select product endorser carefully to match up with product attributes, it can produce a model effect to a brand.Therefore, understanding how consumers perceived product endorsers, and knowing which types of endorsers would create the best effect to the advertisement is significant for marketers. This research will mainly focus to research on skin-care products endorsers by the measure of their credibility, and how they influence the advertising effectiveness. 1. 1 Background to Topic 1. 2 Fashion Field and Skin care products Fashion is a business of wide variety: from typical apparel business to beauty and health care products. The fashion field is highly segmented and overlaps with other fields, especially with the cosmetics and skin care roducts. Some of the household fashion brand names may not definitely correspond to the apparel business but other kinds of products. One of the characteristic of the fashion field is that it is constantly re-forming in strategic cooperation and alliances. Fashion companies such as Fendi, Polo Ralph Lauren, Kenzo, and Louis Vuitton are practicing the strategic integration. For example, Christian Dior is part of LVMH limited, which is the largest luxury company and group in the world, also include cosmetics products and skin care products in their brands.The structure of the fashion field is obscured mainly by licensing and franchising strategy; fashion companies may manufacture products which belong to a particular line in the structure. For example, Donna Karan International licenses its name to Estee Lauder, and Polo Ralph Lauren licenses the fragrances and skin-care products to L'Oreal. LVMH, Chanel and Prada have their own brand name lines in skin care products. Some skin care brands may belong to the same fashion organization, though the brands are in totally different names and management structure.The identity of the famous fashion company would give their pro ducts a competitive advantage, which are the symbolic exchange and the commodity exchange. It would establish, maintain or strengthen a brand identity. Skin-care products advertisements with endorsers is not hard to be seen in different media, household skin-product brands such as L’oreal, Neutrogena or Shiseido has spent numerous money on hiring different endorsers for the brand and new products. Generally, two types of advertisement endorsers have been mainly been used in these advertisements – celebrity and expert.There are number of studies can be found that how different endorsers influence the consumers in different fields. However, there are few studies to focus only at the relationship of different endorsers and skin care product brand. Skin care product is a special category compared with other different products. It is considered both hedonic and utilitarian product. There are different categories of skin care product, such as the aqua cream, hand cream or UV -protection cream. Therefore, the skin-care product is both attractive-related and health-related.Customer needs adequate information and sufficient expertise prove and advice for them to purchase these products. Research shows that the extent of audience-perceived skills and knowledge of the endorser in the source expertise would make positive influence to the advertisement, such as the skin care experts are critical to influence in advertising (Chawla,Dave, and Barr 1994); however, some research suggest the sources characteristic attractiveness, such as celebrities are important to persuasion (Kamins and Gupta 1994; Patzer 1983).Although the perspectives are diverse, source credibility which combined of both attractiveness and expertise is critical to make influence to advertisements towards the audience. Skin care product marketers would typically employ a product endorser with high credibility to advertise the product. Therefore, it is significant for marketers to know which typ e of endorsers and how endorsers would make an advertisement worthwhile and effective, in addition to this, whom could make good communication with customers.The purpose of the study is to explore whether endorser credibility has a positive effect on advertising effectiveness in the skin care product. This study would also explore which type of endorser in the field of skincare products would make more influence, and how they influence the consumers. Chapter 2—- Literature review 2. 1Advertising Endorser According to Federal Trade Commission (FTC), any advertising message reflects spokespersons' or endorsers' opinion, belief, character, and experience that make consumers believe is called endorsement.Advertising endorsers are often seen on TV, newspaper, magazine, or direct mail advertisements in daily life. Using the endorsers' popularity, it could present the benefits of the endorsed product and make consumers produce reliability on the product. (McCracken,1989) Using adver tising endorser to promote a product is a very popular marketing strategy. Researchers also found that the reliability of advertising spokespersons is one of critical factors to influence purchase intention, and the higher the reliability is, the higher the positive advertising and brand attitudes are (Laffery ; Goldsmith, 1999).An advertisement can catch consumers’ attention and increase brand awareness (McCracken, 1989), and transfer consumers’ feelings onto the product and produce a good impression (Biswas et al. , 2006). If spokespersons can express a positive attitude on the advertised product, it will create an intensive preference to consumers and connect the product with the spokespersons (Chen ;Chang, 2001). Study suggested that with a successful endorsement, the recall of product information and brand recognition would be enhanced, it would positive influences the attitude towards the advertisement and products. Liu et al, 2007) Different research proposed fo ur main types of advertising endorsers including celebrities, experts, CEO and typical consumers to test the effectiveness of communication between the endorsers and consumers through advertisement (Freiden, 1984; Wang, 2002). The outfit of the endorser is suggested to create positive attitude toward the consumers (Chaiken, 1979). McGuire (1985) also suggested that endorser which is familiar and likable towards the audience may bring persuasiveness to the advertisement. 2. 1. 1Celebrity EndorserSchiffman and Kanuk (2007) defined celebrities to public and famous figures. Celebrity commonly has a linkage with the source attractiveness. Research has found that there is a linkage between the celebrity attractiveness and attitude changes toward advertisements (Chaiken 1979; Caballero and Pride, 1984). Companies usually use celebrity to be the endorser of product in order to increase the popularity or attraction, making audience to have a positive attitude toward endorsed products, the br and and the advertisement. Research supported the celebrity endorser is suitable for different types of products.It is generally shows that celebrity endorser make positive contribution in different aspects like brand awareness (Till 1998), brand recall (Friedman 1979), attitude toward the advertisement [Kamins 1989; Frieden 1984; Tripp, Jensen,and Carlson 1994), and also purchase intention (Ohanian, 1991). Research also shows that celebrity endorser would generate positive attitude towards brand recall, attitude towards the advertisement, and also purchase intention (Wang 2002). Celebrity with high expertise tends to have higher level of sources believability and trustworthiness. Buhr, Simpson, and Pryor 1987). Studies found that celebrity endorser would be perceived higher values for likeability attribute by the consumer, comparing to an expert, CEO or customer endorsers (Freiden, 1984). However, in the same research, it did not show that celebrity endorsers have a significant adv antage when compared to other types of endorsers in the measure of expertise, believability, product quality and trustworthiness. Celebrity endorser would generally create a positive perception to consumers in sources attractiveness in terms of credibility perceptions.Researchers have found that celebrity endorsers have higher credibility to make the product be more desirable and also higher the image of the product quality; Consumers are associated with endorsers’ image when using the product while the endorsers’ image has been transferred to the product. (Ronald E. Goldsmith, Barbara A. Lafferty and Stephen J. Newell, 2000) Research also suggest that celebrity endorsement can increase brand and product recall (Clark and Horstman, 2003). 2. 1. 2 Expert Endorser Expert endorser is perceived as a person who has extensive skill or knowledge in a particular field.Expertise is the extent of the communication source which has relevant knowledge and skills. The trustworthine ss attribute is an significant source for the expert endorsers, which makes the consumers to have a perception that the advertisement is believable. (Hovland, Janis, and Kelley,1953). Hass (1981) suggests that the expert endorsers have an advantage on source credibility in terms of the expertise and trustworthiness. Research suggests that endorser who has higher level in expertise or trustworthiness, would be more effective when compared to low-expertise sources (Hass 1981; Dholakia 1978).Research also finds that expert endorsers would be more persuasive when compared to the endorsers who have less expertise in the persuasion theory. (Ohanian 1990; Stemthal, Phillips, and Dholakia 1978). The degree of influence of the expert endorser is moderated by variables such as message comprehension (Ratneshwar and Chaiken 1991), placement of the expert source in relation to the message arguments, (Homer and Kahle 1990; Stemthal, Dholakia, and Leavitt 1978), and fit between the expert source a nd the product (Till and Busier 2000).An endorsement from a credible or expert endorser would influence the perspective, also the consumers’ behavior and attitudes (Belch and Belch 2004, p. 169). The receiver is motivated to have a positive and objective sense toward the products and brand when the endorser is an expert, since the audiences believe the message from the endorser is accurate and positive. Till and Busier (1998, 2000) manipulated the expertise of a fictitious person and the fit of the product, the result shows using expertise would create a significant positive relationship towards the brand attitude and purchase intentions.The research shows expertise source is significant when compared to the attractiveness source in different advertisements and products. 2. 2Endorser Credibility According to Ohanian (1990), endorser credibility can be defined as â€Å"as a communicator's positive characteristics that affect the receiver's acceptance of a message†. It i s also a way that can enhance the message of an advertisement. (Anderson, 1970) Dimensions can be found in the previous studies of endorser credibility.Typically, endorsers’ credibility can be separated as three dimensions: trustworthiness, attractiveness, and expertise (e. g. , Homer and Kahle 1990; Ohanian 1990, 1991; Stemthal, Dholakia, and Leavitt 1978). The credibility would show how effective of an endorser in terms of the personal attributes towards the consumers. Goldsmith, Lafferty, and Newell (2000) found that endorser credibility positively influence the attitudes toward the advertisement, and also brand attitude. A high credibility of an endorser is considered significant in influence acceptance.A consumer is more likely to accept the content of the advertisements with a credible endorser (Sternthal, Phillips, and Dholakia 1978). Danwshvary and Schwer (2000) also suggest that in an advertisement with a high credible endorser, purchase intention would be positively affected. According to Khatri(2006) , high credible endorser would also enhance the recall of the product. Research found that higher levels of endorsers’ credibility would have a significant association with attitudes toward the advertisement and purchase intention (Craig and McCann, 1978; Woodside and Davenport, 1974).The dimensions of attractiveness and expertise have generated additional interest to determine how these attributes in an endorser individually enhance advertising effectiveness (e. g. , Homer and Kahle 1990; Kamins 1990; Maddux and Rogers 1980; Patzer 1983; Till and Busier 1998, 2000). 2. 2. 1Trustworthiness Trustworthiness is the level of consumers’ trust toward the endorser and advertising message (Hovland et al. 1953). It also means the general believability of an endorser. Research has suggested the trustworthiness of the endorser would affect the advertising effectiveness.Miller and Baseheart (1969) found that when the endorser was perceived to b e trustworthy, the advertisement would be more effective to influence consumers’ attitudes. McCinnies and Ward (1980) find that the expertise and trustworthiness would influence endorsers’ credibility and persuasiveness. They indicated that the endorser with both expert and trustworthy would generate the opinion change of consumers. Trustworthiness moreover refers to the honesty, believability and integrity of an endorser (Erdogan 1999).Therefore, honesty is in the trustworthiness attribute in this study. 2. 2. 2Expertise Expertise is one of the fundamental dimensions of source credibility and is the knowledge sources are perceived to possess about the product they are endorsing (Homer and Kahle 1990; Ohanian 1990). Recent studies on source expertise indicates that the expertise attribute has a positive influence on attitude change (Maddux and Rogers 1980; Till and Busier 1998, 2000) and purchase intention (Till and Busier 2000). 2. 2. 3 AttractivenessIn terms of attra ctiveness, it represents that advertising endorsers can catch consumers’ attention to a product (Ohania, 1990; Miciak ; Shanklin, 1994; Goldsmith, Laffery, ; Newell, 2000). Research shows that the marketers prefer to use attractive endorser in order to gain the likability and positive attitude toward the advertisement. Some of the research may group attractiveness attributes in source attractiveness itself, however, attractiveness can also be as an attribute of source credibility in advertisments (McCracken, 1989; Ohanian, 1990).In the research of Maddux and Rogers (1980), likability is considered to be a test variable of attractiveness attribute in endorser credibility. Therefore, likability would also be tested as attractiveness variable in the study, it is employed as the measure of homological validity of attractiveness. Advertising Effectiveness Generally, advertising effectiveness is the attributes of brand attitude, attitude towards the advertisement and purchase inten tion attributes. (Gurel Atay, Eda, 2001; Friedman, Hershey H, 1976; David Strutton, 2008)Numerous researches have proved the direct and significant relationship of brand attitude, attitude towards the advertisement and purchase intention attributes. (e. g. , Goldsmith et al. 1999; 2000; 2002; Goldberg, et al, 1990; Mitchell et al. 1981; Mackenzie, Lutz, and Belch, 1986). However, research also can be found to group these three variables together in order to test a more macro view towards the effectiveness of the advertisement. (Gurel Atay, Eda, 2001; Friedman, Hershey H, 1976; David Strutton, 2008) 2. 5 Purchase IntentionAccording to Shamdasani (2001), purchase intention can be defined as the possibility of a customer buying a product or making a recommendation for product. ) It is also a process of the demand for product information, purchasing, evaluation, consumption, and disposal of a product or service. Purchase intentions also means the choice that a consumer would probably ma ke in future course of action. (Bagozzi,1983). According to Fishbein and Ajzen model, higher purchase intention will lead higher purchase willingness. According to Zeithamal (1988), perceived value will influence purchase intention. . 6 Brand Attitude Brand Attitude can be defined as evaluation of the brand from the consumer. It may consist an emotional motivation toward a brand and its product. The motivation could be cognitive or logical toward the particular brand. In recent researches, it has proved that using of endorsers credibility has a positive influence on brand attitudes of the consumers (Seno and Lukas, 2005). Agarwal and Malhotra (2005) have also defined that brand attitude is a general evaluative judgment of a brand. It contains the process of the brand product, reputation and the benefits. 2. Attitude towards advertisement Attitudes toward the ads can be generally defined as a â€Å"predisposition to respond in a favorable or unfavorable manner to a particular advert ising stimulus during a particular exposure situation† (MacKenzie, Lutz and Belch, 1986). Attitudes toward the ads would contain affective reactions and evaluations. (Baker and Lutz, 2000). Research shows that attitudes toward the ads are influenced by a process set of brand or non-brand. (Biehal, Stephen and Curlo, 1992; Hastak and Olson, 1989; Madden, Allen and Twible, 1988; Gardner, 1985; Homer, 1990). 2. 8 Product Match-up HypothesisProduct Match-up Hypothesis can be defined as the match-up theory between an endorser’s and a product’s attributes. McCracken (1989) and Kahle (1985) suggest the celebrity endorser create better inherent match and congruency effect than other types of endorsers by having higher level of attractiveness. Researches based on the matchup hypothesis find that attractiveness is a significant determinant of advertising effectiveness. (Kahle and Homer, 1985; Till and Busler, 1998) suggests that its importance is limited by the degree to w hich attractiveness â€Å"fits† well with the advertised product (e. . Kamins,1990). The product match-up hypothesis is focus on product-endorser fit based on endorser attractiveness. Research suggests that the attractiveness of a celebrity endorser is more favorable attitudes to related the product which is attractiveness-related . Product match- up is the congruence between endorsers and product. The match-up hypothesis (e. g. Kamins, 1990) suggests that endorsers are more effective there is a â€Å"fit† between the advertising endorser and the endorsed product. 2. 4 Information ProcessingAccording to Kahle ; Homer (1985), consumer usually sees the information as relevance when it satisfies their need. The ELM is a persuasion model to predict the influence information process of the advertisement of different types of endorser. (Petty ; Cacioppo, 1981a, 1986a, 1986b) suggests that there are two route, the central route and peripheral route, whereas the peripheral rou te is more likely to prove that endorser relationship with the information processing of the advertisement. ELM posits that a source cue does not serve as a simple acceptance or ejection cue but may be considered together with all other information in the recipients attempt to assess the merits of the arguments and the advocacy. Studies have found that endorsers’ credibility has a significant relationship toward ELM and information processing of the advertisement (Homer ; Kahle, 1990; Petty ; Cacioppo, 1981b, 1986a, 1986b; Petty et al. , 1991). Mehta (1994) also found that the celebrity endorser would influence consumers to have more thoughts about the endorsers, however, and the fewer toward the product and brand.A different type of endorser such as experts would influence consumers to generate fewer thoughts about the endorser but led to more thoughts about the brand and product featured Chapter 3 : Research Hypothesis and Conceptual Framework 3. 1Introduction According to research purposes and literature reviews, the study proposes the research frame as shown in Figure 1. 3. 2 Research Hypothesis H1: Endorser credibility would significantly affect advertisement effectiveness Celebrity vs ExpertH2: Celebrity endorser has a better performance in the general measure of â€Å"Endorser Credibility† than expert endorser H3: Celebrity endorsers has a better performance in the measure of â€Å"attractiveness† attributes than expert endorser H4: Expert endorser has a better performance in the measure of â€Å"trustworthiness† attributes than celebrity endorser H5: Expert endorser has a better performance in the measure of â€Å"expertise† attributes than celebrity endorser Product Match-UpH6: Endorser credibility would significantly affect product match-up hypothesis H7: Celebrity endorser would generate a better match up effect towards the product than expert endorser Information Process H8: Endorser credibility would significantl y affect information process of the advertisement H9: Consumer is more likely to process the information of the advertisement when the endorser is an expert, than a celebrity H10: â€Å"Product match up† and â€Å"Information Process† would positively moderate the relationship between endorser credibility and advertising effectiveness Conceptual Framework Chapter 4:Methodology . 1 Questionnaire Design In order to assess the relative advertisement effectiveness between celebrity and expert endorsers, two advertising executions were tested across print advertisements for two different type skin-care products: an aqua cream and hand cream with body emulsion. A celebrity advertisement and an expert advertisement represented each product. In this research, the celebrity is person who is publicly recognized and could direct and communicate to consumers by their reputation in the advertisement. On the other hand, an expert is a person represents expertise of the product and s kin care.The experts who appeared in the advertisement sample has been noted a â€Å"professional doctor of skin care† and â€Å"dermatologist†. They have no public notoriety but appear in an advertisement for representing the authority of the product. The samples are based on real print advertisements (see appendix 1 and 2), in order to increase the authentication. Famous Hong Kong singer Kandy, a member of the band Sugar Club, is the endorser of the aqua cream advertisement; on the other hand, famous model Gaile is selected as endorser of the hand cream and body emulsion cream.The expert endorser is from the real print advertisement of Neutrogena, however, for the expert endorser, we created a fictitious endorser, as the names and their scope of profession have changed to fit this sample research. The use of a created endorser offers a benefit of controlling the experiment. Although endorsers are usually well-known, there can be a significant amount of variation in s ubjects’ knowledge and attitude toward any given endorser.By using a created endorser, we minimize the amount of variation in subjects’ knowledge thereby strengthening the statistical power of the analysis. In order to avoid brand perception of the audience, the products in the sample advertisements has used the brand name â€Å"Super† which does exist in the reality market, instead of the real brand names of the products. The research selected two categories of skin care products: aqua defense cream and hand cream and body emulsion. In order to minimize brand familiarity effects, a fictitious brand name, â€Å"super† was used. 4. 1. Questionnaire Structure and Details The questionnaire used for this study consisted of five parts targeting different aspects of information about consumer’s attitude on different endorsers’ advertisement and the influence of advertisement effectiveness. The aim of this study was stated in the beginning and foll owed by a notes explaining the terminologies used in the questionnaire. For the scale of data measurement, five-point Likert scales were used in the questions of part A and part B sections for measuring the attitudes and quantifies the opinion of the consumers.Likert scale is a set of statements that ask respondents to express their level of agreement or disagreement of a five-point scale (Churchill, 2005). For the remaining parts, they were consisted of single and multiple selections of answer. 1=Strongly Disagree| 2=Disagree| 3=Neutral| 4=Agree| 5=Strongly Agree| 4. 1. 3. 1 Part A of the Questionnaire The first part of the questionnaire aimed to obtaining data about the respondents’ purchase experience on skin care products as well as their knowledge and experience about current practice of different types of endorsers’ advertisement, the source of information is also included.The respondents are required to indicate how they receive the information about endorsement and which type(s) of endorsers were familiar with them. 4. 1. 3. 2 Part B of the Questionnaire This part is aimed to focus on the aqua cream advertisement, which represents the skin care product type which is attractive-related. Two â€Å"super† aqua cream product print advertisements were shown in this part. This advertisement is a real advertisement from the brand â€Å"Garnier†. This first advertisement is endorsed by famous Hong Kong singer Kandy, a member of the band Sugar Club, who is the actual endorser for â€Å"Garnier†.The second one is endorsed by a fictitious expert endorser, named as Albert Li, noted as a â€Å"professional doctor of skin care†. The context of the advertisement contains the product features of the cream, and comparison with other brands in order to show the effect of the cream. The content of two advertisements are exactly the same, however, only the endorser is changed in order to test the effect of these two types of endor sers. There are 17 questions for each advertisements, it is a set of statements regarding the attributes of the endorsers, and the attributes of the advertisement.The attributes were based from the source credibility models, product match-up hypothesis, and advertising effectiveness which were suggested by previous studies regarding advertisements with endorsers. 4. 1. 3. 3 Part C of the Questionnaire This part is aimed to focus on the hand cream and boy emulsion advertisement, which represents the skin care product type which is health-related. Two â€Å"super† aqua cream product print advertisements were shown in this part. This advertisement is a real advertisement from the brand â€Å"Neutrogena†.This first advertisement is endorsed by famous Hong Kong model Gaile, who is the ex-wife of Hong Kong famous singer Leon Lai. The second one is endorsed by an expert endorser, named as Robert Kwon, noted as a â€Å"dermatologist†, who is the actual endorser for â₠¬Å"Neutrogena†, however, in the actual advertisement, the endorser is a a regional director of professional marketing. The context of the advertisement mainly contains the product features of the hand cream and the body emulsion. The content of two advertisements are exactly the same, however, only the endorser is changed in order to test the effect of these two types of endorsers.The structure of the questions is the same as part B section. 4. 1. 3. 4 Part D of the Questionnaire This was the final section of the questionnaire, four questions were asked in order to find out the demographic information of the respondents. Respondents were required to provide their gender, age, educational level and income. The information would be used to test the difference response from different demographic group, mainly the educational level and income, since the target group is selected to be young female adults in generation Y. 4. 2 Questions Analysis and Discussion Guide The survey is se t in two main sections.One scale is used to assess endorser credibility, including the aspect of attractiveness, expertise, image, likeability and trustworthiness. The survey also included questions related to the advertising effectiveness in aspects of brand attitude, attitude toward the advertisement and purchase intention. Message processing and product and endorser match- up issues would also be included in the questions. The questions were grouped in order to analysis the relations between variables. Each respondent was shown two print advertisements of different skin care product and were asked to complete the questionnaire.In each case respondents were exposed to advertisements for of two products including a celebrity, and an expert endorser. 3. 2. 1 Testing Credibility of Endorsers To test the credibility of endorsers, the attributes by previous studies are adopted. The attributes would be attractiveness (DeSarbo and Harshman 1985), trustworthiness (DeSarbo and Harshman 198 5;), expertise (DeSarbo and Harshman 1985; Simpson and Kahler 1980-81; Wynn 1987), likability (DeSarbo and Harshman 1985) and believability (Simpson and Kahler 1980-81; Wynn 1987).In the questionnaire, 5 statements would refer to 5 different attributes from the source credibility model. â€Å"The endorser is attractive† is to test the attractiveness variable, â€Å"The endorser is trustworthy† is to test the trustworthiness variable, â€Å"The endorser is professional† is to test the expertise variable, â€Å"The endorser is honest† is to test the believability variable and â€Å"The endorser's image is positive† is to test the likability variable. These 5 attributes would be grouped to be the â€Å"Credibility† level of each endorser in the followed analysis. 4. 2. Testing the Product Match-Up Hypothesis As the product match-up hypothesis is not the main focus of the research, only two statements in the questionnaire was asked to test the h ypothesis, â€Å"The endorser in the advertisement makes good match with the product† and â€Å"The endorser helps to understand the function of the product† was asked to figured out if the audience considered the endorsers made good match with the product and helped them to understand the function of the products. The result of this hypothesis would be tested if it is a factor to influence the advertising effectiveness. . 2. 3 Testing Advertisement Message Process One statement was asked to understand if the respondents would read the content message of the advertisement, besides the endorsers’ image. The result of this part would be analyzed with if different endorsers have influence for the audience to process the image, and this question would also analyzed with the advertising effectiveness attributes to see if there is a relation between audience process the advertisement message and the effectiveness of the advertisement. . 2. 4 Testing Advertising Effect iveness Three attributes were combined to consider the effectiveness of the advertisement: â€Å"Brand attitude†, â€Å"Attitude towards the Advertisements† and â€Å"Purchase Intention†. 4 statements were set to test the brand attitude towards the advertisements, which were â€Å"The endorser enhances my ability to recognize the brand†, â€Å"This advertisement projects a good brand image†, â€Å"This advertisement helps to recall the product features† and â€Å"This advertisement helps to recall the brand†.Another 4 statements were also set to test the attitude towards the advertisements, which were â€Å"This advertisement projects a sense of good quality towards the product†, â€Å"This advertisement projects a pleasant feeling†, â€Å"This advertisement is reliable† and â€Å"This advertisement is persuasive†. In addition, 1 statement was set to test the purchase intention of the audience towards the a dvertisement and endorsed product, which was â€Å"This advertisement increases my intention to purchase the product†. These three attributes would be the dependent variables to combine as â€Å"advertising effectiveness†.They would be analyzed with the credibility of different endorsers, product match-up hypothesis and advertisement message process. 4. 3 Research Objective The quantitative survey is focused on the young female adults as the interviewees, which is in the demographic of generation Y. The age range of young is between 18and 30 years old, which are mostly in the student segment. In this group of people, they tend to be attracted by ‘advertising’, ‘brand’, and ‘fashion’. They are more familiar to celebrities and advertising from different types of media.In the meanwhile, they have more comprehensive understanding and relative matured self-norms. 4. 4 Pilot Test A pilot test was done in advance of distributing of the q uestionnaire for gathering information, this is to ensure the format and design of the questionnaire were effective and capable of obtaining required information for the researching objectives. Another important function of the pilot test to this study is that the sample population was asked to rank a set of selection criteria of celebrity and expert endorsers in order to refining the selection attributes for a more efficient analysis. 3 questionnaires were distributed and 20 questionnaires were returned with comments on the questionnaire design. Some amendment and adjustment was made to the questionnaire after reviewing the feedback of the sample population, the modification included adjusting the layout of the questions, use of question’s wordings, segmentation of demographic data of respondents, and elimination of repeated questions. 4. 5 Distribution of the questionnaire Data were collected from a total of 203 respondents on the internet survey instrument.The survey is sp read by social network requests and e-mail request, which ensures that the target group of people could reach to the survey, and avoid people who is not in the target group doing the survey. The internet-based survey can also obtain the response from more population within a short period of time by not restricting by geographical constrain. 4. 6 Research process and design The research process follows the structure in figure. First, the problem of the research is fomulated, which is the comparasion of expert and celebrity endorsers towards the credibility and advertising effectiveness.Then, an exploatory research is at the second procedure, by reviewing literature. Research framework and data collection methods are determinated at step three and step four. The following is designing samples and collecting data by internet-based survey. The data will be analysed to be the results of the research. Suggestions and recommendations would be made in the references of the results. Chapter 5: Result and Analysis Respondents Profile In the following section, basic demographic data of the respondents, including age, gender, education level, occupation and personal monthly income level, were reported.To be more specific, these descriptive data were summarized and presented with pie charts. Gender of Respondents Since the target respondent in this study is female, the questionnaire is mainly distributed to female interviewee. Therefore, there are totally 199 female and only 4 male respondents. The 4 male respondents are all from the internet survey. The female respondents have 98. 03% of sample population, while male respondents only have 1. 97%. Distribution of age group of the respondents The majority of respondents were 22-25 years old, which has 117 respondents and occupied 57. 64% of the sample population.The following largest group was age between 18-21 years old; there were 51 respondents in this age group, with 25. 12% of the sample population. The percentage of t he respondents in the age group 26-30 was 17. 24%, there were 35 respondents in this age group. Educational Level Over a half of the respondents’ educational level is above bachelor’s degree. 110 out of the 203 respondents, which are 54. 19 % of the sample population, are at the educational level of bachelor’s degree; 68 of the respondents, having 33. 50% of the sample population, are at the tertiary (non-degree) educational level. 5 of the respondents (12. 32% of the population) are postgraduate level. Monthly Income The majority of the respondents’ monthly income is less than $5000, which is 89. 16% of the sample population (181 respondents). 16 out of the 203 respondents (7. 88% of the sample population) have the monthly income between $5000 and $10000. Only 6 of the respondents (2. 96% of the sample population) have the monthly income between $10001 and $20000. Purchase Frequency for respondents In the purchase frequency of skin care product, most of the respondents, with 48. 8% of the sample population (98 out of the 203 respondents) buy skin products 1 to 2 times a month. The following group is respondents who buy skin care product 3 to 4 times a month, with 35. 47% (72 out of the 203 respondents). 10. 84%(22 out of the 203 respondents) of the respondents buy skin care products less than once a month and only 5. 42%(11 out of the 203 respondents) of the respondents buy skin care products more than 4 times a month. In the question of asking which skin-care brands the respondents mostly buy, the result between brands is close. Shiseido Limited’s brand has the largest sample population, with 28. 8% of respondents (57 out of 203) claiming mostly buy their products; the following is the L’oreal Company’s products, having 23. 63% respondents (50 out of 203) that mostly buy their products. 18. 72% (38 out of 203) and 17. 73% (22 out of 203)of respondents mostly buy skin care products of P&G Company and the LVMH L imited respectively. Only 10. 84% of respondents (22 out of 203) mostly buy the skin care products of Estee Lauder. Information towards the skin-care advertisements For the endorsement in skin-care product, the respondents mostly notice the celebrity endorsers and model endorsers, which have 45. 2% (92 out of 203) and 25. 62% (52 out of 203) of the sample population respectively. 17. 24% (35 out of 203)of the respondents noticed the expert endorsers in the advertisement. The following is the real customer endorsers, 8. 87% (18 out of 203) of respondents have noticed their endorsement. Only 1. 97% (4 out of 203) of respondents noticed the CEO endorsers and 2 of the respondents in the survey haven’t noticed any endorsers advertising. The channels that respondents get the information of the skin care product advertisements were asked in the survey.Most of the respondents received the skin care product information from print media such as magazines and newspaper, which had 28. 57 % (58 out of 203) of the respondents. 19. 7% (40 out of 203) of the respondents were getting skin care products information from TV, movie and internet. These two channels had the same population. 12. 81% (26 out of 203) of respondents were getting information from peer’s word-of-mouth. Direct mail and from outdoor billboard has the population of 9. 85% (20 out of 203) and 5. 42% (11 out of 203) respectively. The channel of radio, brands advertisements and sales personnel had the population of 2. 6% (5 out of 203 respondents), 0. 99% (2 out of 203 respondents)and 0. 49%(1 out of 203 respondents), which were the channels least respondents getting information from. 4. 1 Result of Reliability Test As a key factor to determine the quality of measurement instruments, reliability was very important for assessing the internal consist multi-item scales of endorser’s credibility and advertising effectiveness dimensions, Cronbach’s alpha was used. It provides the coeffici ent of inter-item correlations and measured the internal consistency of various items. Referring to Cohen et al. 2007), the reliability level was marginally acceptable at 0. 6 and highly reliable at 0. 8 or above, while according to Pallant (2007), the Cronbach’s alpha value above 0. 7 is considered acceptable and preferable when the values exceed 0. 8. Ohanian’s (1990) scale was used to assess the celebrity endorsers’ credibility. Items were chosen according to the item reliability of the scale. To measure credibility, the dependent variables â€Å"attractiveness†, â€Å"trustworthiness†, â€Å"expertise†, â€Å"likeability†, and â€Å"believability† were selected. In section A, the celebrity endorser Kandy has a Cronbach’s ? f . 962 towards the credibility. The Cronbach’s ? for the expert endorsers’ credibility is . 860 in section A. In section B, the celebrity endorser Gaile has a Cronbach’s ? of . 869 towards the credibility. The Cronbach’s ? for the expert endorsers’ credibility is . 860 in section B Based on studies addressing advertising effectiveness (Biehal, Stephens and Curlo, 1992;Craciun, Stephens and Madden, 2002; Gresham and Shimp, 1985; Spears and Singh,2004), brand attitude, attitude towards the advertisement and purchase intention were used to assess the effectiveness. The Cronbach’s ? or the brand attitude in section A are . 893 and . 824 The Cronbach’s ? for the attitude towards the brand in section A are . 806 and . 793. The Cronbach’s ? for the brand attitude in section B are . 831 and . 712. The Cronbach’s ? for the attitude towards the brand in section B are . 925 and . 908. Referring to Cohen et al. (2007), the reliability level was marginally acceptable at 0. 6 and highly reliable at 0. 8 or above, therefore, the items to be measured in this study is highly reliable. 4. 3 Endorser Credibility and Advertisement E ffectiveness IntroductionIn this study, in order to test H1: Credibility of endorsers significantly affects advertisement effectiveness, linear regression analysis is adopted in testing the relationship of dependent variable (Y), advertising effectiveness, to relate the independent variables(X), which is the endorsers’ credibility, for the prediction. The measures of endorser’s credibility consisted of 5 attributes, which are trustworthiness, expertise, believability, attractiveness and honesty. Meanwhile, advertising effectiveness contained 3 attributes, including brand attitude, attitude towards the advertisement and purchase intention.The attributes of credibility and advertising effectiveness had combined as the mean score in the analysis. In the following table, Credibility1 of celebrity endorser Kandy in part A; Credibility2 represents the computed results of expert endorser Albert in part A; Credibility3 represents the computed results of celebrity endorser Gail e in part B; Credibility4 represents the computed results of expert endorser Robert in part B. â€Å"EndorserAdeffectiveness† represents combined mean score of all endorsers’ advertising effectiveness. Coefficient of Determination R squareMujis (2004) had provided a guide to assess how well a developed model fit the data. The table would give a clearer interpretation of Mujis suggestion. 0. 5| Strong Fit| Result of Endorser Credibility and Advertisement Effectiveness Model Summary| Model| R| R Square| Adjusted R Square| Std. Error of the Estimate| | 1| . 756a| . 572| . 569| . 24445| a. Predictors: (Constant), Credibility1, Credibility2 Credibility3, Credibility4| To test the correlation of the endorser credibility and their advertising effectiveness, the coefficient of determination r2 is used.It is a statistical term that tells us how well one variable is at predicting another. Since the study is a small scale research, using adjusted R square would give a more accura te result. (Mujis ,2004). The dependent variable â€Å"EndorserAdeffectiveness† is the combined mean score of all endorsers’ advertising effectiveness, and the independent variable â€Å"Credibility 1† to â€Å" Credibility 4† is the mean score of celebrity and expert endorsers in part A and part B. In the table, the R square is 0. 572 and the adjusted R square is 0. 569, with the standard error of 0. 24445.As the adjusted R square is 0. 569, it indicated that the credibility of endorser explains 56. 9% of advertising effectiveness. According to the Mujis, when adjusted R square is >0. 5, it shows a strong fit of the model. Therefore, the correlation between endorsers’ credibility and advertising effectiveness is strong. ANOVAb| Model| Sum of Squares| df| Mean Square| F| Sig. | 1| Regression| 67. 671| 1| 33. 836| 404. 646| . 000a| | Residual| 16. 724| 201| . 060| | | | Total| 84. 395| 202| | | | b. a. Predictors: (Constant), Credibility1, Credibili ty2 Credibility3, Credibility4| b.Dependent Variable: EndorserAdeffectiveness| In the F test, a 95% of confidence level is adopted, the p-value is . 000, which is 3. However, celebrity perceived as more attractive than expert endorsers. Likability In testing the attribute â€Å"likability† with the statement â€Å"The endorser's image is positive†, the celebrity endorser has 3. 1 points and the expert endorser has 3. 52 points. The result shows that the respondents perceived both celebrity and expert endorser as likable, since their mean are ;3. However, expert endorser Albert had a slightly higher point than celebrity, while the celebrity is perceived as more attractive as shown above. Trustworthiness Attributes Trustworthiness In testing the attribute â€Å"trustworthiness† with the statement â€Å"The endorser is trustworthy†, the celebrity endorser has 3. 25 points and the expert endorser has 3. 42 points. Both endorsers perceived as trustworthy, and have a very close result.The expert endorser Albert received a slightly higher point than Kandy only. Honesty In testing the attribute â€Å"Honesty† with the statement â€Å"The endorser is honest†, the celebrity endorser has 3. 38 points and the expert endorser has 3. 54 points. Respondents graded both endorser scores that higher than the midpoint, which show that both endorsers are perceived as honest and believable. However, Albert still scores slightly higher point than Kandy in this attribute. Expertise Attribute Professional In testing the attribute â€Å"expertise† with the statement â€Å"The endorser is professional†, the celebrity endorser Kandy has 2. 0 points and the expert endorser Albert has 3. 80points. Differ from other variables in part A, the result shows significant difference between two endorsers, the celebrity endorser Kandy received a low score, which is lower than the â€Å"neutral† 3 point. The respondents disagree that Ka ndy is professional and has expertise towards the product. In contrast, the expert endorser Albert Li received a positive score, the respondents perceived Albert as professional and expert. Summary of Part A Part A: Endorser Credibility| | N| Mean| Std. Deviation| Std. Error Mean| Kandy| 203| 3. 26| . 892| . 063|Albert| 203| 3. 3113| . 67810| . 04759| Comparing the credibility attributes between celebrity and expert endorser in part A, which is for the attractive-related aqua cream skin care product from the brand â€Å"Super†, the celebrity endorser Kandy only has the advantage in the â€Å"Attractiveness† compared to the expert endorser Albert. On the contrary, the expert endorser has a higher grade in â€Å"trustworthiness†, â€Å"expertise†, â€Å"believability† and â€Å"likability† attributes compared to Kandy. Especially in the area of â€Å"expertise†, while Albert had 3. 54 points while the celebrity only had 2. 30 points.The result shows that the expert endorser Albert Li is having advantages in more attributes of credibility than Kandy. To conclude all the credibility attributes, Albert received a slightly higher mean score (3. 1113) than Kandy (3. 26), as shown in table. Results in Part B Part B: Comparison of Celebrity and Expert Endorsers| | Mean| N| Std. Deviation| Std. Error Mean| Pair 1| C:The endorser is attractive| 3. 44| 203| . 790| . 055| | E:The endorser is attractive| 2. 10| 203| . 605| . 042| Pair 2| C:The endorser's image is positive | 2. 72| 203| . 840| . 059| | E:The endorser's image is positive| 3. 0| 203| . 887| . 062| Pair 3| C:The endorser is trustworthy| 2. 80| 203| . 890| . 062| | E:The endorser is trustworthy | 3. 54| 203| . 749| . 053| Pair 4| C:The endorser is honest| 2. 77| 203| . 868| . 061| | E:The endorser is honest| 3. 57| 203| . 757| . 053| Pair 5| C:The endorser is professional| 2. 67| 203| . 840| . 059| | E:The endorser is professional| 3. 59| 203| . 852| . 060| Attrac tiveness Attributes Attractiveness As shown in table 3, for the statement â€Å"The endorser is attractive† this is to test the attractiveness in the credibility scale, from the 5 point Likert scale, the celebrity has 3. 4 points, when the expert endorser only has 2. 10 points. The result shows that the celebrity Gaile in part B is perceived as attractive, with the score higher than the midpoint. However, the expert endorser Robert received a respectively low score than Gaile. The respondents didn’t find the expert endorser attractive in this part. Likability In testing the attribute â€Å"likability† with the statement â€Å"The endorser's image is positive†, the celebrity endorser has 2. 72 points and the expert endorser has 3. 50 points. Gaile has the score lower than the midpoint, while Robert is perceived as likable in this part.Trustworthiness Attributes Trustworthiness In testing the attribute â€Å"trustworthiness† with the statement  "The endorser is trustworthy†, the celebrity endorser Gaile has 2. 80 points and the expert endorser Robert has 3. 54 points. The result shows that the respondents disagree that Gaile is trustworthy in this advertisement, while they found the expert endorser Robert more trustworthy than Gaile. Honesty In testing the attribute â€Å"Honesty† with the statement â€Å"The endorser is honest†, the celebrity endorser has 2. 77 points and the expert endorser has 3. 57 points.The result shows that respondents find that Robert is more honest in the advertisement than Gaile, since they graded Gaile a score lower than midpoint (2. 77). Expertise Attribute Professional In testing the attribute â€Å"expertise† with the statement â€Å"The endorser is professional†, the celebrity endorser has 2. 67 points and the expert endorser has 3. 59 points. The respondents graded a low score for Gaile in this attributes, which shows that they did not perceive Gaile as pro fessional and expert in this advertisement. On the other hand, Robert, the expert endorser is perceived as professional and expert.Summary of Part B Part B Credibility| | N| Mean| Std. Deviation| Std. Error Mean| Celebrity Endorser| 203| 2. 8828| . 68553| . 04811| Expert Endorser| 203| 3. 2197| . 62711| . 04401| Comparing the credibility attributes between celebrity and expert endorser in part B, which is for the hand cream and body emulsion from the brand â€Å"Super†, the celebrity endorser Gaile only has the advantage in the â€Å"Attractiveness† attribute compared to the expert endorser Robert, while Robert has the lowest score in this attribute, compared to other attributes.On the contrary, the expert endorser has a higher grade in â€Å"trustworthiness†, â€Å"expertise†, â€Å"honesty† and â€Å"likability† attributes compared to Gaile. In addition to this, Gaile has been graded relatively low points in these four attributes; all of t hese attributes are lower than the midpoint score. The lowest score is found at the â€Å"expertise† attribute, while Gaile only received 2. 67 point. To Combined the credibility attribute in part B, which is the comparison towards the health-related product hand cream and body emulsion, the celebrity endorser Gaile has an overall mean of 2. 828 points, compared to the 3. 2197 points of the expert endorser Robert, as shown in Table 4. The expert endorser Robert is perceived more credible than the celebrity endorser Gaile in this advertisement, in addition to this, the average score of Gaile is lower than the midpoint(3). The result shows that respondents disagree that Gaile is a credible endorser. Comparison between Celebrity Endorsers Mean Score of Celebrity Endorsers’ Credibility Attributes| | Kandy| Gaile| Attractive| 3. 87| 3. 44| Likability| 3. 51| 2. 72| Attractiveness Average| 3. 69| 3. 08|Honesty| 3. 38| 2. 77| Trustworthy| 3. 25| 2. 80| Trustworthiness Average | 3. 315| 2. 785| Expertise| 2. 30| 2. 67| Average Score| 3. 26| 2. 8828| In the table, it has shown the mean score of celebrity endorsers’ credibility attributes, combining part A and part B, which is Kandy and Gaile respectively. The average attribute score of each endorser is highlighted in the table. It can be seen that both of the celebrity received highest point in the â€Å"Attractiveness† attribute (3. 69 and 3. 08), on the other hand, thy both received lowest point in the â€Å"Expertise† attribute (2. 0 and 2. 67) among the other attributes. For the â€Å"Trustworthiness† attribute, Kandy received 3. 315 points while Gaile only had 2. 785, which was lower than midpoint 3. The result shows that the respondents perceived celebrity endorsers as attractive in the advertisements, making it the most significant attributes among the credibility attributes. However, respondents disagree celebrity is professional and expert in the advertisement, as the s core of the â€Å"expertise† attribute of the celebrity is both lower than the midpoint of the likert scale.The result also shows that Kandy has a higher credibility average score than Gaile, while Kandy has an average score (3. 26) above the midpoint. Kandy were all graded above the midpoint in the attributes of â€Å"Attractiveness† (3. 87), â€Å"Likability†(3. 51), â€Å"Believability†(3. 38) and â€Å"Trustworthiness†(3. 25), however, Gaile was all graded below the midpoint in the attributes of â€Å"Likability†(2. 72), â€Å"Expertise† (2. 67) â€Å"Believability†(2. 77) and â€Å"Trustworthiness†(2. 80) average score is below the midpoint level.Besides the â€Å"expertise† attribute, Kandy received higher points than Gaile among the other attribute. It indicated that the respondents perceived Kandy as a celebrity endorser who is more credible than Gaile. Comparison between Expert Endorsers Mean Score of Exp ert Endorsers| | Robert1| Robert2| Attractive| 3. 34| 2. 10| Likability| 3. 52| 3. 50| Attractiveness Average| 3. 43| 2. 8| Trustworthy| 3. 42| 3. 54| Honesty| 3. 54| 3. 57| Trustworthiness Average| 3. 48| 3. 555| Expertise| 3. 80| 3. 59| Average Score| 3. 3113| 3. 2197|As shown in the table, it indicated the mean score of expert endorsers’ credibility attributes, combing part A and part B, which is Albert Li and Robert Kwon respectively. The highest and lowest score of each endorser is highlighted in the table. It can be seen that both of the expert endorser received highest point in the â€Å"Expertise† attribute (3. 80 and 3. 59), on the other hand, thy both received lowest point in the â€Å"Attractiveness† (3. 43 and 2. 8) among the other attributes. Robert had a slightly higher point(3. 555) than Albert (3. 48) in the â€Å"Trustworthiness† attribute.The result shows that the respondents perceived celebrity endorsers as attractive in the advertiseme nts, making it the most significant attributes among the credibility attributes. However, respondents only found Albert is attractive. For Robert in the part B advertisement, the score of the â€Å"attractiveness† attribute was lower than the midpoint of the likert scale. There is a significant contrast between two expert endorsers toward this attribute. Despite of the contrast of the â€Å"attractiveness† attribute, the expert endorsers were graded above the agreement level and received a similar result in other credibility attributes.The average score of two expert endorsers is very close (3. 31113 and 3. 2197). The result shows that respondents perceived expert endorsers in these two advertisements as credible and most significantly, professional. Summary of Celebrity and Expert endorser | Credibility Attributes Between Celebrity and Expert Endorsers| Mean Score| Celebrity A| 3. 26| Expert A| 3. 3113| Mean Score| Celebrity B| 2. 8828| Expert B| 3. 2197| Average Scor e| 3. 0714| 3. 2655| Since the expert endorsers were grade a higher score in terms of credibility in both part A and part B.We can conclude that H2: Celebrity endorser has a better performance in the general measure of â€Å"Endorser Credibility† is rejected. Endorser Credibility to Particular Advertising Effectiveness Attributes As the â€Å"H1:credibility of endorsers significantly affects advertisement effectiveness† has been accepted, in the following section, the relationship of endorsers’ credibility and particular advertising effectiveness attributes –brand attitude; attitude towards the advertisement and purchase intention would be tested in order to gain a deeper understanding to the study.Celebrity endorsers to Advertising Effectiveness The celebrity endorsers’ credibility would be group as â€Å"CelebExpertise†, which is the mean score of endorsers’ expertise; â€Å"CelebTrustworthy†, which is the mean score of endor sers’ trustworthiness and â€Å"CelebAttractive† is the mean score of endorsers’ at