Evolution Term Paper Example | Topics and Well Written Essays - 1250 words

Development - Term Paper Example In addition, such clarification (Mayr, 2002) of the advancement has underscored fundamentally the God, principal and last reason for appearances of first living being in this world that is the cell. From this reason, there has been advancement including a huge number of years that empowered the single cell to develop and change into a well evolved creature, or all the more explicitly, the people. In such manner, the mystical understanding of development has been a true clarification of the human advancement while including the job of extraordinary elements as God that started everything. Then again, there exists the hypothesis of advancement by Darwin (Larson, 2004) that has been the most famous name here of study, and has been fruitful in affecting and persuading countless world populaces. Particularly researchers that follow Darwin on account of human development, and concur that all animals in this world have come subsequent to advancing from living beings of one cell, and a great many years transformed them into various celled life forms. Another clarification of the human advancement exists in the story that brings up the area of East Africa, a vigorously forested district that was a home for primate occupants of differing sorts around ten million years back. Be that as it may, following 5,000,000 years, the district started to encounter radical climatic adjustments that modified from wet to progressively dry and infertile conditions, and therefore, the forested locale changed from wet wilderness to a devastated land. Such adjustment slanted the primates to change their environment from tree to the land that united the most abominable powers of pirates on the land zone of the globe. Such stories at that point interface the various assortments of wild creatures found in African timberlands nowadays. Moreover, such change from tree staying to ground-occupants gave the chance of people to

Best Buy Case Study Essay Example for Free

Best Buy Case Study Essay Subsequent to getting a stake in Five Star, a retailer of machines and hardware in China, Best Buy’s VP John Noble is liable for propelling a double brand technique to China as he did in Canada in 2002. The arrangement was to open three stores in under two years in China while Five Star was anticipating opening 25 extra stores. Entering China would end up being substantially more troublesome than neighboring Canada as a nation with 1. 3 billion customers which is many individuals to please. China was picked as the second global extension advertise principally because of the general market opportunity, buyer basics and full scale monetary variables (Ivey, 2006). † notwithstanding the Chinese being extremely cheap, there was likewise the issue of the idea of credit, or need there of in China. Around four percent of families in China utilized charge cards, contrasted with 75 percent in the United States (Ivey, 2006). Best Buy immediately understood that marking in China was not what truly pulled in the purchasers (Ivey, 2006). Best Buy Inc Best Buy had been keen on entering China since the 1990’s. At that point, China had been facilitating a large number of the United States and Europe to the extent distinctive assembling items. The choice of double marking was what Best Buy was thinking so as to basically unite with Chinas retailer of hardware and machines, Five Star. By meeting up, Best Buy in United States felt that the two organizations would be significantly more grounded as one. This kind of double marking worked very well in Canada and apparently would have a similar achievement in China. Contenders Some of the principle contenders of Best Buy are Wal-store and Costco. The contenders were continually expanding their CE retail showcase and specifically they expanded the items that were less mind boggling accordingly simpler to sell. Web shopping and wholesalers, for example, Amazon or destinations like that are another case of a rival in the CE showcase. Likewise, home improvement stores, for example, Home Depot and Lowe’s were additionally wandering into an obscure area which was rivalry for Best Buy. â€Å"Lines were obscuring as retailers of different sorts were broadening their item groupings in quest for incomes and edges (Ivey, 2006). † Double marking in Canada appeared legitimate advance in that Best Buy and Canada’s Future Shop, the principle CE retailer there could consolidate and get more grounded with the entirety of the opposition coming to fruition (Ivey, 2006). Double Branding Canada was paid $363. 95 million dollars to secure Future Shop. Among a few motivation behind why the double marking occurred, the main explanation and most significant was that Future Shop was a set up brand â€Å"with more than 95 percent independent brand mindfulness among Canadians (Ivey, 2006). † Though double marking appeared to be an extraordinary thought there were likewise a few drawbacks. Cannibalization was the principle issue obviously because of the results of Future Store eating the benefits of Best Buy and the other way around. There was likewise the inalienable issue that the buyer would not realize which brand was which. In spite of these issues, by the main year of activities the double marking procedure appeared to be working and cannibalization appeared to be negligible. It appeared to be just normal to check out it in China (Ivey, 2006). Double Branding China â€Å"China was picked as the second universal extension advertise essentially because of the general market opportunity, shopper basics and large scale financial components (Ivey, 2006). Anyway the Chinese buyer was not the same as that of the United States or Canada. Likewise, purchasers were not so much worried about marking as much as they were messages identifying with useful highlights. In this manner, the inclination of brand didn't generally convert into income. There was likewise the issue of land securing as there were regularly postpones which would constrain a store to take as long as a half year to try and open its entryways. The Chinese likewise wanted to manage individuals they knew and had past associations with so estimating must be adequate because of the customer not giving a lot of slack to it. With these issues, a double marking in China didn't appear as consistent as it was in Canada (Ivey, 2006). End It is justifiable why Best Buy would need to go worldwide to boost its benefit and purchaser base everywhere. In spite of the fact that things appeared to turn out in Canada, it would end up being an a lot harder slope to move in China simply based off the customers alone and the state of affairs done there and just the lifestyle. It will be intriguing to check whether the spots like Turkey and Mexico, other potential targets will have a similar achievement rate as Canada, and not take after China’s issues.

Tips On How To Write A Dissertation Proposal -

There is a confusion between a thesis and a dissertation, so for starters, it is imperative to understand that thesis and dissertation can be interchanged in some countries, however, most commonly, thesis is used to refer to a research document written by college students to acquire a bachelors degree (undergraduate), whereas dissertation is termed for the same research document which is required from students taking up their doctors degree (post-graduate). Therefore, the main difference lies only on when you are writing the most tedious research paper that a school requires. The preparation and the process do not differ so much, hence, regardless if you are finishing a thesis or a dissertation, these key points on how to write a dissertation proposal can help you.How do you write a dissertation proposal?The most important tip you need to practice in knowing how to write a dissertation proposal is to not let it overwhelm you. Sure, a dissertation or a thesis is a very important acade mic document, but, you have to remember that writing a dissertation proposal is just like writing a research proposal you just have to research, and put into words what you learned. Like any other research proposal, you need to start with preparing a dissertation proposal outline.ReadThis is the rockiest part in determining how to write a dissertation proposal, because you are just about to create your line of thought, and the very first step you need to take is to read, and you need to read a lot. Be it books every college student should read, newspaper clipping, or research articles, one can never go wrong with reading a lot. The number one characteristic of every dissertation or research proposal is that the dissertation topic must be unique to open doors for future research. So, how do you find that topic? Again, read. Visit your school library, and browse through the dissertations made available by the university, and hunt down a concept that interests you the most. This is im portant you have to ensure that you are interested with what you are writing about because if you do not have enough gusto towards your topic, you will not have enough curiosity to rummage through valid data-gathering. Hint: Pay attention to the Scope and Limitations and/or Recommendation for Future Research sections of the dissertation you will read because more often than not, these sections can give you the answer you are looking forZero in on a specific topicDo not write every single thing you discover, you will not finish your dissertation that way. Knowing how to write a dissertation proposal involves choosing a single aspect of the topic and formulate your research questions around that. An excellent proposal for a dissertation aims to address a question, not just summarize facts that your readers can read somewhere online. For instance, you wish to write on the most effective marketing technique you will probably be able to write the length of a book, and still you will no t be done. Instead, write on the most effect marketing technique for young adults aged 18 to 25 in La Candelaria, Bogota. From there, you can start with discovering social media techniques and modern advertisement designs that captures your age group living in a single locale. Why is this effective? You cannot possibly take a survey from all 18 to 25 year-olds from Colombia on a limited time frame, which is why you need to take control of your target respondents.Make the dissertation proposal outlineOnce you have decided on your topic, you can finally weave together what you aim to present in your dissertation and form an outline, the most basic structure in writing dissertations and research papers. Commonly, dissertation proposals are limited to the following parts:IntroductionThe premise of your research or dissertation must always be able to stand alone. This means that your introduction should be able to point out your aim and the importance of your topic you have to justify t hat it is worth the extensive research. Learning how to write the introduction properly is crucial. While you are at it, ensure that you also clarify the scope of your dissertation, this means writing down which aspect of your topic you are going to cover, and which parts will be excluded in your study (Scope and Limitation). This is to give your panel and better overview of your research direction, and for your research to not lose focus. A good example of a PhD proposal always discusses the studys scope and limits, again, for clarity the should-be priority aim of every researcher.Hypotheses or Research QuestionsThe term hypothesis is usually utilized for quantitative research papers, but being it as an educated guess, qualitative and mixed method dissertations also need hypotheses or research questions. Commonly, researchers have something in mind that they want to either prove or disprove. However, sometimes, a dissertation only aims to be informative of a specific topic, but a good dissertation always pushes forth a challenging idea.MethodologyThe methodology consists of your plans on how you will execute your research, and the number one item you need to ponder on is your research design - will it be qualitative, quantitative, or mixed? What will be your variables, who will be your respondents, how large or small is your sample, what would be your variables profile? All the answers to these questions must be included when you write a proposal for a dissertation. Your panel will determine the feasibility of your dissertation through your dissertation proposal, which is why you need to plan it out carefully, so they can understand that what you plan is doable.Other elementsSome educators do not require a student theoretical and conceptual frameworks to be included in the proposal, but to be sure, it is best to include both elements within the proposal. Now, there is a confusion regarding these two frameworks, and even those who are done with their bachelor s degree dissertation still need a review about the key differences of the two.Literature ReviewYour initial review of related literature should support your hypotheses or lead on your research objectives. A tip if you cannot find at least three academic journals (peer-reviewed reading materials) about your topic, then you should consider changing the angle of your study to avoid a dead-end, unless, you are aiming to pioneer a study on that topic (not advisable due to time constraint).Conceptual FrameworkA conceptual framework is basically the connection between your variables and how each supports or negates the other. This is where you tie up all your elements to form one cohesive idea. The dissertation proposal serves as the map for the entire dissertation, while the conceptual framework serves as the map as the researcher goes through with the study. For example, the dissertation claims that those how spend more time on their cellular phones develop optical issues earlier than those who do not due to various factors including blue light. In this case, your variables are all explicitly noted (1) the optical issues caused by (2) the blue light emitted by cellular phones and the (3) gravity of the effect in accordance with (4) the duration an individual uses a cellular phone.Theoretical FrameworkAs the counterpart framework, theoretical framework serves more of a guide for a study because it does not require to have your elements all tied up. You may choose to utilize one known theory and that theory will serve as your anchor. For instance, your theory is intermittent fasting is known as the most effective diet plan for weight loss. Your variables will then revolve around this theory such as a respondent who takes south beach diet, another respondent who takes keto diet, and another respondent who takes intermittent fasting. Now, conceptual and theoretical frameworks can go hand in hand. In this case, you may insert a hypothesis that revolves around dieting such as the best diet depends on the compatibility of the plan to the individual.Summary of your thesis proposalIn theory, dissertations end with the discussion of the results or findings from the investigation, whereas a dissertation proposal ends with a summary of all the elements aforementioned. Do not be scared of writing a conclusion which results are nowhere to be found, because this is just a proposal, which means your primary data were not gathered yet, however, like your introduction, it must be well-written, non-verbose, and direct to the point. Your conclusion is where you show that you are very much certain that you can push through with your study, and that your panelists only have to approve your topic. Overall, however, keep in mind that you will need to learn how to make the essay sound more formal.How long does it take to write a good PhD dissertation proposal?The amount of time allotted for a dissertation proposal is relative to the amount of time given by a unive rsity. Most of the time, an entire academic year is given to the students to complete a thesis or a dissertation, but there are cases where only months are given, hence, how long one will take to know how write a dissertation proposal depends on how well-versed the student is about the topic. The activities which take longest to address are the initial readings and research and the data-gathering processes. In most cases, it takes two to three months to finalize a good PhD proposal including the research phase. This is to ensure that the research topic has enough data to anchor from, and that the direction of the investigation is clear. It is normal for writing a dissertation proposal to take time, and it is inevitable for school works to pile up causing panic and distress to the student. This is why exists to offer the busy students the dissertation proposal writing service they need.To recap, here is a dissertation proposal example (outline):Title: Title Must be Written in Stand ard Capitalization and Must Include All Variables of the StudyIntroductionIntroduce your topic; Discuss its significance; Clarify the scope of your study; Mention the limitations drawn from your variables.Research Questions (or) HypothesesEnumerate your claims list down the questions that your study aims to answer or list down the ideas that you want to prove or disprove through your study.Review of Related LiteratureSynthesize at least three peer-reviewed reading materials pertaining to your topic and strengthen your research goals.MethodologySpecify the type of data-gathering you will implement, which techniques you are going to utilize, and the primary qualifications of your variables (quantitative) or respondents (qualitative).Conceptual Framework or Theoretical FrameworkIf you are required to write both, then separate each framework to two different sections.ConclusionReiterate the significance of your study, and mention the benefits it can bring either to academic research, o r to the concerned topic. Do not just summarize your dissertation proposal, instead, utilize this section to put forward more convincing statements for your panelists to agree with you.Note that this outline is not standardized which means that your university may require you to follow their format, but basically, these are the elements which you need to focus as you start your dissertation.Custom dissertation writing service for studentsAbove everything else, we understand that stress will fall upon every student who is writing this important research document, but, the best advice we can give you is to do your best to stay on top of everything. The more you sulk into this overwhelming research writing, the more you will attract problems. So, find that topic that you know you will enjoy reading about, so you wont burn out yourself as soon as you start writing on it.We hope our post is more than enough to know how to write a dissertation proposal. But if the mere thought of beginnin g to read already adds to your stress, your quest in learning how to write a dissertation proposal is already doomed. We cannot blame you, because after all, you also have other academic commitments and extracurricular activities to devote time to. If writing a dissertation proposal is already taking away much of your time, then it simply means you could use some help from a writing service, preferably from an online ghostwriting firm like . While we should be able to alleviate your stress, it does not mean that your learning will stop. Come to us and let one of our expert academic writers do the work for you. As you correspond with our writer, you will surely learn in the process, and the only catch is that you wont do the work. Dissertation help is only one of our many strengths; essay help, research paper help, and academic writing help in general for pressured students are the central focus of our company. 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Taming of the Shrew Compare and Contrast Essay - 628 Words

Compare and Contrast Essay â€Å"William Shakespeare vs Franco Zeffirelli: Who Did it Better?† â€Å"The Taming of the Shrew† by William Shakespeare, is a very notorious play that has been rewritten and turned into multiple Hollywood films. One very popular version of the famous play is the movie directed by Mr. Franco Zeffirelli. Although most think that this version is the most accurate representation of the original play, there are still many distinct differences. One of these key differences can be found through the attitudes and portrayals of each of the characters. Baptista Minola, (the father of Bianca and Katherine) in the play, is a very respectable and confident man. But in the movie he acts extremely timid and scared; Perri 2†¦show more content†¦Now Kate, I am a husband for your turn, For by this light, whereby I see thy beauty— Thy beauty that doth make me like thee well— Thou must be married to no man but me, For I am he am born to tame you, Kate, And bring you from a wild Kate to a Kate Conformable as other household Kates. Here comes your father. Never make denial. I must and will have Katherine to my wife. (Act 2, Scene 1, Page 13) Additionally, in the movie, Petruchio locks Kate in a room while he tells the Minolas that he and Kate will wed. Again, this does not occur in the play. The clothing that the characters wear is also dissimilar. Although the garments are still from the same time period, the specific colors and designs are still pretty different. This is especially true in the designs of both Petruchio’s wedding outfit and the dress that the tailor made for Katherine for her to wear at Bianca’s wedding. The props as well are different Perri 4 throughout the book and the motion picture. For example, the parrot Katherine and Petruchio receive at their wedding is not talked about in the book. Clearly there are many similarities between the book and the movie but also some distinct differences. Despite this, â€Å"The Taming of the Shrew†, is a timeless story of deception and love that has passed the test of time again andShow MoreRelatedThe Taming Of The Shrew By William Shakespeare1097 Words   |  5 Pagesbeen prevalent throughout literature. The play The Taming of the Shrew, by William Shakespeare, examines this theme by detailing the female-pursuits of 3 men, Lucentio, Hortensio, and Petruchio, and their respective methods of â€Å"seduction†. While Lucentio lies in order to attract Bianca and Hortensio elects to marry a woman simply for her wealth, Petruchio, to the surprise of the other male characters, marries a foul-tempered and sharp-tongued â€Å"shrew†, Katherine. 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In the fifteen hundreds, an audience would have enjoyed obvious, visual aspects of comedy such as we would see in a modern-day pantomime, whereas an audience watching the play today would also Read MoreContext Taming of the Shrew1767 Words   |  8 PagesThe Taming of the Shrew is one of Shakespeare’s earliest comedies, and it shares many essential characteristics with his other romantic comedies, such as Much Ado About Nothing and A Midsummer Night’s Dream. These characteristics include light-hearted and slapstick humor, disguises and deception, and a happy ending in which most of the characters come out satisfied. 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We first see some of these techniques in action in Act I sceneRead MoreWomen in William Shakespeare’s Plays Essay2376 Words   |  10 Pagesparticularly in the case of love.   Some considered â€Å"women’s love [was] very variable and not lasting† (Bates 13).   Shakespeare alludes to this belief in Twelfth Night when â€Å"Viola also laments that Olivia cold fall in love with Cesario so easily; she compares women’s hearts to sealing wax in an apt metaphor, and notes how the ‘proper false’ leaves a lasting impression in their hearts† (Bates 11).   Orsino, as the frustrated suitor laments â€Å"that women are very inconstant in their love, and could have aRead MoreAnalysis Of The Play Taming Of The Shrew 1236 Words   |  5 PagesCharacter Analysis The main character in the play Taming of the Shrew is Katherine, who undergoes a major transformation throughout the play as she begins stubborn and ill tempered and ends a subservient wife. At the beginning of the play, her disobedience is marked by the sharp contrast between her behaviors and those of her polite and feminine younger sister. The only issue is that her sister’s many suitors will not have the option to marry her until she is married herself. Katherine is â€Å"tamed†Read MoreHow Is the Relationship between Benedick and Beatrice Presented in Shakespeare’s Play and One or More Performed Versions?1431 Words   |  6 PagesEarth, pragmatic side showing that he sees the humour in the situation whereas Beatrice speaks in blank verse approaching as poetic, expressive and genuine. Furthermore, she uses barbed words unlike the stereotypical women that Shakespeare contrasts these two contrasts these characters with, and is combative with expression. Every time the two characters see each other they have a merry war with words, they never meet but theres a skirmish of wit between them. Benedick and Beatrice compete to outwitRead MoreKatherine and Bianca in William Shakespeares The Taming of the Shrew1844 Words   |  8 PagesKatherine and Bianca in William Shakespeares The Taming of the Shrew Shakespeares Taming of the Shrew shows two sisters: Katherina and Bianca, as two complete contrasts to each other. He used various techniques to achieve these effects. The same techniques are used for both sisters to show comparisons between their characters. Shakespeare created two different characters by making the outcome of the techniques very different from each other. Shakespeare has used the

Redefining Theories The Importance Of The New Paradigm

Redefining Theories: The Importance of the New Paradigm A new type of theory, introduced by Allison James and Alan Prout in 1993 has taken the sociology world by storm. This new type of thinking, called the â€Å"New Paradigm† has moved away from the view of children as passive recipients and adult becomings. Instead, it has progressed towards seeing them as competent social actors and human beings who are able to think for themselves while being influenced by their community and environment (McNamee, 2015). It showcases new views and theories on how childhood should be studied and acknowledged going forward. This sociological shift occurred in response to the 3 other dominant sociological perspectives; romanticism, puritan and blank slate theories. (McNamee, 2015). The new paradigm responded to many of the criticisms of the three other dominant discourses. It challenged the previous views of children as passive recipients of socialization and shifted towards seeing them as a group of people with their own thoughts and behaviours. It didn’t see them as simply â€Å"adult becomings† anymore. (McNamee, 2015). The emergence of this new set of ideas changed how childhood has been studied across each discipline and continues to shape our understanding of children and childhood today. This emerging paradigm has 6 main focuses relating to how childhood should be studied. The first key feature is that the concept of childhood is a social construction. It is culturally diverse and isShow MoreRelatedSocial Media Marketing Strategy For The Corporate World1590 Words   |  7 Pagesera challenges pre-existing notions to bring forth innovative and original concepts, either by redefining current inventions or capturing attention with new and fresh ideas. 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Othello (2470 words) Essay Example For Students

Othello (2470 words) Essay Othelloâ€Å"If Othello didn’t begin as a play about race, history has made it one.†The Venetian society that Othello is set in is representative of the writers context. The attitudes and values that Shakespeare reveals through the text are those same attitudes and values of Elizabethan society in England in the sixteenth-century. Although Othello is set in Venice and Cyprus, the attitudes and values shared in the text are probably reflective of the attitudes and values of Shakespeares own society. It is difficult to assess the attitudes and values of people in sixteenth-century Britain to the relatively few blacks living amongst them. We are given an insight into those attitudes and values through the representation of race and gender in the text of Othello.These attitudes and values are indicative of what a culture believes in and supports. By the time Othello was written the English were becoming more and more aware of the existence of other races in the world beside s themselves. There had been a lot of travelling and blacks were beginning to be used in Europe for the slave trade. During the time the play was written, the Queen of England had banned all blacks from entering the city. She spoke of them as â€Å"Negars and Moors which are crept into the realm, of which kind of people there are already here too many†. It seems that Shakespeare is almost mocking the Queen by characterising Othello as a black man who has a high ranking position in the Army and who marries a white aristocratic women, against her fathers will. Ruth Cowlig suggests that the presentation of Othello as the hero must have been startling for Elizabethan audiences. This may have been the case, but through the representation of Othello we are able to see that some members of society such as the Duke, looked over his colour to assign him his position whereas, others such as Iago, look on his colour as a way to mock him. Hostility is shown to Othello by characters such as Iago and Roderigo. This attitude may have been encouraged by the widespread belief in the legend that blacks were descendants of Ham in the Genesis story, punished for sexual excess by their blackness. The Elizabethans discussed at length whether this skin colour was due to life in a hot climate or whether it was a punishment for sin. To the Elizabethans, who thought hierarchically, fair skin was the epitome of beauty and therefore dark skin ranked below it. The term black was used in a variety of texts to stand for sin, filth, ugliness, evil, and the Devil. This value is ascribed to Iago when he describes Othello as the â€Å"black moor† hinting at something other than just colour. Attitudes to race aren’t the only attitudes revealed in the text though. Attitudes and values about gender are also revealed in the portrayal of women and their actions in the text. A prime example of this is when Desdemona elopes with Othello without her father’s permission, which during that time would have been socially unacceptable. This is revealed to us through Brabantio’s reaction as Shakespeare uses Brabantio as a vehicle for the representation of higher society’s views on matters. Another value revealed in the text is that of marriage. In the Elizabethan era marriage was not just a spiritual union but also a property transaction; the bride brought a dowry from her father and the groom’s father (or the groom if he had already inherited his estate) had to settle lands on her in return, as a jointure. Therefore, to marry without the brides fathers permission could be seen as an act of theft. This may explain why Brabantio reacted so strongly t o the union of Othello and Desdemona.These attitudes and values contrast quite drastically to those ascribed to society today. Nowadays coloured skin is a common occurrence and a character such as Othello would be quite socially accepted. Race is both more accepted and more abused than in Shakespeares time. With the feminist movement values given to women have also changed quite drastically. This is because women are now seen less as property and more of an equal. Marriage has also changed. In the sixteenth century girls tended to be married off rather young in their teens and to have their husbands chosen for them by their fathers. Now girls tend to get married in their late twenties and are free to choose their own partner. These attitudes and values that are revealed in the text are done so through the representation of race and gender. Race and gender are revealed in the text by the uses of imagery, characterisation, plot, stylistic techniques, and language. Dear Bethany... EssayAct II scene i shows Iago’s strongest views on women. Iago makes generalisations of women, when he says â€Å"you are pictures out of doors, bells in your parlours, wildcats in your kitchens; saints in your injuries, devils being offended; players in your housewifery, and hussies in your beds.† (II.i.109-112). He also presents a common view of that era when he says â€Å"You rise to play, and go to bed to work†. (II.i.115) This presents the sixteenth-century view of women being held to be unstable, potentially or actually unchaste, and morally frail. Their sexual desires were represented as unnatural appetites. They were also thought to be â€Å"unstable sexual creatures, likely to betray men† with â€Å"Appetites never satisfied† . The history of the handkerchief also suggests the power of female sexuality over men: â€Å"That handkerchief Did an Egyptian to my mother give; She was a charmer, and could almost read The thoughts of people: she told her, while she kept it, Twould make her amiable and subdue my father Entirely to her love.†(III. iv. 55-60) . Brabantio who represents higher society’s views of women has an idealised view of them. To him daughters have to be subservient, and obedient, by making her own decisions in marriage, Desdemona represents betrayal in his eyes. To the people of Elizabethan times it would probably seem that Desdemona undermines her position in society and changes gender politics by marrying without her father’s consent. Emilia is a dramatic contrast to Desdemona, and she is the only character who seems to offer a different view of women. She herself is quite a strong character as a woman as she is realistic, pragmatic, capable of courage, loyal and self sacrificing. In act IV scene iii she delivers a feminist speech that questions society. â€Å"But I do think it is their husbands faults if wives do fall†(IV.iii. 87) . She is a realist and accepts humans by seeing their faults but still accepting them. She also has a feminist view of men â€Å"They are all but stomachs and we all but food; They eat us hungerly, and when they are full they belch us† (III.iv. 108-110). How society felt about women is shown by their influences on Othellos behaviour and who he believes about Desdemona’s infidelity. Othello believes Iago over Desdemona, who is his wife. The women in this play dont seem to possess very much power, but in fact they have much more power and control than most people think. They hold the play together like glue to paper. If Desdemona never had the power to commit adultery then it would never have been thought of and Othello would never have fallen. Each of the women in the play are abused by men and a victim of the green eyed monster which doth mock the meat it feeds on(III. iii. 168-169). Othello is a perfect example of where the women are made to seem inferior to the men through the use of stylistic techniques, plot, and use of language. But why is this so important?It is important because women in Othello make up the backbone of the play. Without them there to antagonise the men and generate intense feelings of love, hatred and jealousy, the play could not and would not exist. The supposed inferiority of women follows from the fact that human societies have been dominated by men. This may not be so true now, but in Elizabethan times which is the â€Å"particular time and place† that the attitudes and values are revealed from it was especially true. How these representations reflect the attitudes and values of Elizabethan society is through the way that women are portrayed in the text as I have discussed earlier. In Elizabethan society there was a myth of womens insatiable lustfulness and women were seen as voracious monsters. It was thought that female sexuality was a threat to the patriarchal society, and must be safely contained. In the Encyclopaedia of World Mythology it says â€Å"Women in male eyes, are supposed to be contrary and mysterious creatures, bewilderingly combining all sorts of characteristics, as changeable as chameleons, and yet somehow vexingly in touch with reality through intuition.† Brabantio is a vehicle for society’s views on gender and he shows how society at the time of Othello would have thought of women. In conclusion, values and attitudes of a particular time and place are revealed in Othello through the representation of race and gender. How these attitudes and values are revealed is through the the way they are portrayed, the character construction, the stylistic techniques, the language, the content of speech and the symbolism. Shakespeare

Literature Review of Celebrity Endorsement Essay Example

Literature Review of Celebrity Endorsement Essay Running head: A LITERARY REVIEW OF CELEBRITY ENDORSEMENT Celebrity Endorsement in Mass Media Advertising Brands Celebrity endorsement in mass media advertising has become a very beneficial phenomenon for many countries and has significantly increased in the past decade, and should be the main principle of brand communications since it is the key to marketing success. Any product that is displayed in a television commercial or magazine advertisement by a corporation that uses a celebrity or well known public figure to give a testimonial or information about the product, is practicing celebrity endorsement. Although commonly thought of starting in the United States, celebrity endorsement began in India during the ‘80s but has since been adopted by countries in Asia, Europe, and almost worldwide. Modern mass media (especially that of tabloids) has increased exposure of celebrities to the point that it is unavoidable to not be exposed to a celebrity face. The primary principle that celebrity endorsement works off of is the public recognition of the celebrity endorser as an admirable or desirable cultural force. It is not uncommon to view commercials from the past 10 years and see popular icons like Britney Spears endorsing a particular soft drink like Pepsi or Michael Jordan endorsing Nike as the number one brand for anyone that has even the slightest liking to sports. These celebrities among many others, are used to promote products, services, and ideas (Kambitsis et al. , 2002). A reason for the increase in the usage of celebrity endorsing on various levels of mass media is almost exclusively due to the fact that this strategy results in more positive advertisement and product ratings (Dean and Biswas, 2001), as well as We will write a custom essay sample on Literature Review of Celebrity Endorsement specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Literature Review of Celebrity Endorsement specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Literature Review of Celebrity Endorsement specifically for you FOR ONLY $16.38 $13.9/page Hire Writer A LITERARY REVIEW OF CELEBRITY ENDORSEMENT an increase in the purchasing of the product and in turn, increased finances for the producer (Erdogan, 2001). Most celebrity endorsers come from the entertainment and sports industries. Nevertheless, more than likely, the celebrity endorser is not known to the public for the product that they are endorsing (Friedman, 1979), therefore they are not experts of that product. As mentioned previously for example, Britney Spears has endorsed Pepsi. She s an iconic pop singer and even though she wrote a song called â€Å"Joy of Pepsi,† she is not an expert on what the best tasting soft drink is; her fame has no relation to what she is endorsing. Besides those obvious facts, Pepsi’s sales increased four times as fast as their competitor (DeNitto, 1994). Although celebrity endorsing is very expensive for the companies, in the long run it has often helped their sales because they are recognized by the public and viewed as more powerful t han an anonymous face of a model (Carroll, 2008). Celebrities are also interested in endorsing themselves in the product as their image considerably develops rather quickly along with the product. According to Speck (1988), endorsements involve three participants; sellers, endorsers, and target consumers. This is because the seller asks an endorser to use and evaluate a product, and then after trying a product, the endorser encourages the target consumers and personal fans to also purchase and try out the product. Advertising campaigns using celebrities to support brand strategy have in general tended to be repetitive, high-profile and loud extravaganzas in which the celebrity features prominently and directly, unlike the product itself, which seems more like an addition to the whole scheme of the advertisement (Carroll, 2009). Celebrity endorsement is a powerful marketing strategy compared to the A LITERARY REVIEW OF CELEBRITY ENDORSEMENT likes of public relations and sales promotion but has been the most long-standing beneficial strategy out of all (Hsu and McDonald, 2002). Choosing the Celebrity Endorser Giving a brand a recognizable ‘face’ is often more than just a marketing strategy, but for better or worse can change a brand forever. Thus, choosing a celebrity endorser is of maximum importance and therefore done on a whole slew of parameters that include appeal, looks, popularity, product type, message type, etc. (Erdogan, 1999). The general belief among advertisers is that brand communication messages that are delivered by these selectively chosen celebrity endorsers, produce a higher appeal and recall than those advertisements that are not celebrity endorsed. Furthermore, when celebrities are recognized with brand names, it creates a positive attitude, as well as a distinct personality for the brand. For example, Forbes reported that Chanel, an extremely well known Parisian fashion house, acquired an endorsement deal with spokes icon Nicole Kidman, which in turn increased business by about 16%, without administering any changes whatsoever in fragrance or packaging, because â€Å"all of a sudden, younger women took notice of the brand (Forbes). † Credibility is also an obvious large part in determining who to use in endorsements for a specific product. Previous research has shown that celebrities that endorse several products at a time are seen as less credible to the typical consumer (Hsu and McDonald, 2002), rather than a celebrity who just endorses a single product. The reason for this insight is because a celebrity who endorses multiple products can seem as if they do not have a real liking or interest in a particular product and will just peddle any product that is asked of them. Another event that could A LITERARY REVIEW OF CELEBRITY ENDORSEMENT iscredit a celebrity endorsement is negative press or events that are associated with the celebrity’s name. This very problem occurred in 2005 with supermodel Kate Moss. She was dropped from her endorsements from large companies Burberry, HM, and Chanel, when photographs of her snorting cocaine surfaced in magazines and websites. Companies using a celebrity endorser take into account the serious consequences (loss of revenue, bad image) of putting a tainted face to their produc t since as stated above, the brand’s whole personality is often dependent on the celebrity endorser. Another aspect that is taken into account pertaining to the effectiveness of the celebrity endorser is to directly measure the degree that the consumers evaluate the celebrity as genuinely liking the product that they are endorsing. According to Gilbert and Malone (1995), these evaluations are recognizable under a type of judgment called â€Å"correspondent inferences. † Correspondent inferences generally refer to a judgment that consumers observe the endorser’s behavior in the advertisement to then infer consistent character in the endorser. For example, the consumer would observe an athlete saying he loves the breakfast cereal Wheaties, and then the consumer would infer that the athlete really does, in fact, like Wheaties. Adding to this study, McCracken (1986) suggests that a celebrity that best represents the appropriate symbolic properties â€Å"of the product should be selected, thus, highlighting the importance of the cultural meanings of celebrities in the endorsement process. † Culturally speaking, Americans identify themselves more closely with celebrities and are more willing to accept and unconsciously accept endorsement messages. Brands are therefore seen as playing a fundamental, as well as A LITERARY REVIEW OF CELEBRITY ENDORSEMENT complex role in the construction of the self (Carroll, 2009). We achieve self-consistency via brand consumption, purchasing brands that we perceive to be similar to our selfconcept. Defined as image congruence hypothesis, this suggests that brands perform a function of self-enhancement whereby consumers form perceptions about brands and compare these to their own value system, selecting brands that match the closest. All in all, the public’s fascination with the celebrities will continue on because of their role in society as an entertainer and in return, the use of celebrities in advertising will continue to increase (Pringle, 2004). Grant McCracken has proposed the Meaning Transfer Theory when referring to celebrity endorsement and its effectiveness. His theory states that a celebrity encodes a unique set of meanings that can be transferred to the endorsed product if used in the correct way. This theory takes place in three stages—encoding meanings, meaning transfer, and meaning capture. McCracken’s theory is described as first, encoding meanings: this is basically the age, gender, race, and wealth or personal lifestyle that a celebrity can be identified with by the public. For example, a celebrity can be seen as cute, witty, and charming due to any of those factors, since each person viewing these celebrities will make their own meanings about them (McCracken, 1986). The next stage that occurs is meaning transfer. This second stage transfers those meanings to a product and when those meanings are skillfully portrayed, celebrities are able to communicate the image more powerfully as endorsers. The final stage is meaning capture, which assumes A LITERARY REVIEW OF CELEBRITY ENDORSEMENT that consumers purchase products not just for their practical value, but for their cultural and symbolic value that they can convey from the product. Agreeing with McCracken, Carroll also adds to this statement by reporting that the consumers now turn to brands of products less as bundles of utility and more so as â€Å"badges that contain social meaning† (Carrol, 2009). Simply put, it is the stage that the consumers hope to capture some part of the meaning from the first stage (cute, witty, etc. , which the celebrity endorser has seemed to have passed on to the product. This is especially true in celebrity promoted lifestyle products like perfumes, clothes, and consumer technology (McCracken, 1986). Because celebrity endorsements tie into people’s personal and cultural meanings, it seems that they will always infinitely be effective and have proven to be a sustainable marketing technique. Based on the previous research, this study will move forward and add to the literature by asking the following questions: RQ 1: Will all correspondent inferences be positively associated with the attitudes toward the advertised product? RQ 2: Will observers (consumers) still believe that the celebrity endorser likes the product more than the average user, even though they know the endorser is getting a large payment? References Dean, D. H. and Biswas, A. (2001). Third-party organization endorsement of products: an advertising cue affecting consumer pre purchase evaluation of goods and services. Journal of Advertising. 30 (4). Carroll, Angela. (2009). Brand communications in fashion categories using celebrity endorsement. Journal of Brand Management. 17 (2). 146-158. doi: 10. 1057/bm. 2008. 42 DeNitto, E. (1994). Pepsi, Coke think international for future growth. Advertising Age. p. 44. Erdogan, B. Z. (1999). Celebrity endorsement. Journal of Marketing Management. 11 (1). Erdogan, B. Z. (2001). Selecting celebrity endorsers: the practitioner’s perspective. Journal of Advertising Research. 41. p. 39. Friedman, H. H. (1979). Endorser effectiveness by product type. Journal of Advertising Research. 19 (5). Hsu, C. K. and McDonald, D. (2002). An examination on multiple celebrity endorsement in advertising. Journal of Product and Brand Management. 11 (1). pp. 19-29. Kambitsis, C. , Harahousou, Y. Thedorakis, C. 2002). Sports advertising in print media: case of 200 Olympic games. Corporate Communication: An International Journal. 7 (3). McCracken, G. (1986). Culture and consumption: a theoretical account of the structure and movement of the cultural meaning of consumer goods. The Journal of Consumer Research. 13 (1). Onkvisit, S. and Shaw, J. (1987). Self-concept and image congruence: Some research and managerial implications. Journal of Consumer Marketing. 4(1). 13-23. Pringle, H. (2004). Celebrity sells. John Wiley and Sons Ltd. England. Ruiz, N. (2008). Can a star sell you style?. Forbes. com LLC.