Psychological Testing

Psychological testing – is a field characterized by the use of samples of behavior in order to assess psychological construct(s), such as cognitive and emotional functioning, about a given individual. The technical term for the science behind psychological testing is psychometrics. By samples of behavior, one means observations of an individual performing tasks that have usually been prescribed beforehand, which often means scores on a test. These responses are often compiled into statistical tables that allow the evaluator to compare the behavior of the individual being tested to the responses of a norm group. 2 Angry Men Manuel Paniagua Correa 12 Angry Men The communication process depicted on the movie was certainly effective. The 12 jurors’ decision involved the life of a young man. Even when the communication barriers sometimes froze the process of communication, the persistence of one of the jurors, juror 8, was key in keeping the men involved in the decision proc ess. Juror 8 was unlike the other jurors, he had the ability to keep the men engaged in the discussion that lead to the conclusion of the movie.Even though it was not easy, the main objective of providing a fair and unanimous decision was accomplished at the end of the film. During the jury decision process, communication barriers were present. All of the members that were involved in the jury had different backgrounds and culture. Many of the juries expressed anger, frustration and stubbornness regarding their respective positions. These jurors frequently interrupted one another and proved to be very disrespectful within the group.Communication barriers where present when they did not pay attention to each other. These barriers were evident when the jurors were centered only on their personal opinions and not willing to listen to their peers. Formal communication started when juror number 8 stated his disagreement and concern for the boy’s future. When juror #8 started expre ssing he’s uncertainty with the boy being guilty, he encouraged the other jurors or team members to critically think before passing judgment.The movie offered many instances where non-verbal communication expressed the group’s dissatisfaction with the current discussion. At certain times, during the process, the jurors coughed implying disapproval. They often times played simulated board games in order to keep themselves occupied while a team member speaking. Facial gestures was also evident, this expressed the member’s frustration and disapproval of the information that was being communicated. There were communication..

Plot Summary for What Makes Sammy Run – Budd Schulberg

What makes Sammy Run? – Budd Schulberg Plot summary: Told in first person narrative by Al Manheim, drama critic of The New York Record, this is the tale of Sammy Glick, a young uneducated boy who rises from copy boy to the top of the screenwriting profession in 1930s Hollywood by backstabbingothers. Manheim recalls how he first met the 16-year-old Sammy Glick when Sammy was working as a copy boy at Manheim's newspaper. Both awed and disturbed by Sammy's aggressive personality, Manheim becomes Sammy's primary observer, mentor and, as Sammy asserts numerous times, his best friend.Tasked with taking Manheim's column down to the printing room, one day Glick rewrites Manheim's column, impressing the managing editor and gaining a column of his own. Later he steals a piece by an aspiring young writer, Julian Blumberg, sending it under his own name to the famous Hollywood talent agent Myron Selznick. Glick sells the piece, â€Å"Girl Steals Boy†, for $10,000 and leaves the pape r to go to work in Hollywood, leaving behind his girlfriend, Rosalie Goldbaum. When the film of Girl Steals Boy opens, Sammy is credited for â€Å"original screenplay† and Blumberg is not acknowledged.Glick rises to the top in Hollywood over the succeeding years, paying Blumberg a small salary under the table to be his ghost writer. He even manages to have â€Å"his† stageplay Live Wire performed at the Hollywood Playhouse, although the script is actually a case of plagiarism, The Front Page in flimsy disguise; strangely enough, no one except Manheim seems to notice. Sammy's bluffing also includes talking about books he has never read. Manheim, whose ambitions are much more modest, is both fascinated and disgusted by the figure of Sammy Glick, and Manheim carefully chronicles his rise.In Hollywood, Manheim is disheartened to learn that Catherine â€Å"Kit† Sargent, a novelist and screenwriter he greatly admires, has fallen for Sammy's charms. Although Manheim is quite open about his feelings for Kit, she makes it clear that it is Sammy she prefers, especially in bed. When she met Sammy, she tells Manheim, she had â€Å"this crazy desire to know what it felt like to have all that driving ambition and frenzy and violence inside me. † Manheim also describes the Hollywood system in detail, as a money machine oppressive to talented writers.The bosses prefer to have carte blanche when dealing with their writers, ranging from having them work on a week-to-week basis to giving them a seven-year contract. In the film industry, Manheim remarks at one point in the novel, it is the rule rather than the exception that â€Å"convictions are for sale,† with people double-crossing each other whenever the slightest chance presents itself to them. Hollywood, he notices, regularly and efficiently turns out three products: moving pictures, ambition, and fear.Manheim becomes an eyewitness to the birth of what was to become the Writers Guild, an o rganization created to protect the interests of the screenwriters. After one of the studio's periodic reshufflings, Manheim finds himself out of work and goes back to New York. There, still preoccupied with Sammy Glick's rise to stardom, he investigates Sammy's past. He comes to understand, at least to some degree, â€Å"the machinery that turns out Sammy Glicks† and â€Å"the anarchy of the poor†.Manheim realizes that Sammy grew up in the â€Å"dog-eat-dog world† of New York's Lower East Side (Rivington Street), much like the more sophisticated dog-eat-dog world of Hollywood. The one connection between Sammy's childhood days and his present position seems to be Sheik, someone who went to school with him and regularly beat him up. Now Sheik is working as Glick's personal servant (or almost slave)—possibly some kind of belated act of revenge on Sammy's part, or the â€Å"victim's triumph†. When Manheim returns to Hollywood he becomes one of Glick's writers.There he realizes that there is also a small minority of honorable men working in pictures, especially producer Sidney Fineman, Glick's boss. Manheim teams up with Kit Sargent to write several films for Glick, who has successfully switched to production and moved into a gigantic manor in Beverly Hills. Fineman's position becomes compromised by a string of flops, and Manheim attempts to convince Harrington, a Wall Street banker representing the film company's financiers, that Fineman is still the right man for the job. This is the moment when Glick sees his chance to get rid of Fineman altogether and take his place.At a reception, Glick meets Laurette, Harrington's daughter; he immediately and genuinely falls in love with this â€Å"golden girl,† discarding his girlfriend. He feels that he is about to kill two birds with one stone by uniting his personal ambition and his love life. Fineman, only 56, dies soon after losing his job to Sammy—of a broken heart, it i s rumoured. Sammy's wedding is described by Manheim as â€Å"a marriage-to-end-all-marriages† staged in the beautiful setting of Sammy's estate. Manheim and Kit Sargent, who have finally decided to get married, slip away early to be by themselves.Sammy discovers Laurette making love in the guest room to Carter Judd, an actor Sammy has just hired. Laurette is not repentant: She coldbloodedly admits that she considers their marriage to be purely a business affair. Sammy calls Manheim and asks him to come over to his place immediately. Once there, Manheim for the first time witnesses a self-conscious, desperate, and suffering Sammy Glick who cannot stand being alone in his big house. In the end, Sammy orders Sheik to get him a prostitute, while Manheim drives home.

Article # 4 Essay Example | Topics and Well Written Essays - 250 words

Article # 4 - Essay Example that patients who received â€Å"sustained care† were â€Å"70% to 71% more likely to be non-smokers after six months than the patients who got the usual care, the researchers found† (Kaplan). The intensive program would cost $4,910 per quitter in the first year and $2,670 per person for the succeeding years (Kaplan). The elements of strategic management that are included in the article are strategic financial and human resources that are part of the strengths of the organization, and they are related to the article because these resources demonstrate how essential they are to successful anti-smoking programs. The financial resources refer to the money needed to buy the medication, pay for health care services, and sustain the toll-free support line for quitters. Human resources pertain to doctors, counselors, and help line operators who provide various health care services and support. These resources are strengths because they provide effective point-of-service and after-service consultation for patients. The article indicates that the entire service delivery process must work together in providing effective and efficient care for patients who want to quit smoking. Point-of-service and after-service are critical because quitters need different approaches that fit their health care needs, and these approaches must be sustained until they are ready to stop smoking without them. For these patients, they need both free sustained medicine and counseling/help line support to help them quit. After-service processes can reinforce the effectiveness of point-of-service processes. The basic meaning of this news is that a health care organization should have successful therapies or programs to maximize their strategic resources. This article will help me succeed in this class and in my employment by showing me the value of different services in providing successful health care. In class, this article made me more aware of analyzing service processes and their

Smart Goals Essay Example | Topics and Well Written Essays - 750 words

Smart Goals - Essay Example Then the numbers of storerooms are separated into local and worldwide markets. A– Starbucks is one of the blue-chip organizations in United State, and it is emerging exponentially year by year. So accomplishing this aim is not complicated for this giant corporation. As the business has specified that they desire to start more storerooms in US as contrasted to the worldwide market, it demonstrates that it is easier to open stores in US, for the reason that of the brand identification and the demand of Starbucks coffee. R- The objective is realistic to be accomplished, because the business has mentioned specific numbers of storerooms to be started. As US is a larger country and due to its brand identification in US, they can quickly expand their business in various towns and cities. T– Time frame of launching of expansion of the company is 2006 1) Walgreens: â€Å"Second is to hire a significant number of people with disabilities in our South Carolina distribution center , scheduled to open in 2007, and achieve 20% productivity gains there.† S– The above objective of the â€Å"Walgreen† (Walgreens, Genpact ink 10-Year Outsourcing Deal, 2010) is very specific that the company desires to target mainly the disabled people. And also the target place South Carolina distribution centre. Mentioned period is 2007and accomplish 2 0 % productivity gains require to be accomplished. With the intention of accomplish its objective of hiring an employee that is at least one-third disabled. M- This objective is quantifiable and can be calculated easily. The business has mentioned the target year to accomplish this objective. Another major point is that the company needs to accomplish 20% productivity gain to calculate the result of hiring disabled populace, and there is something motivational aspect behind it. A– The business has not clearly mentioned the amount of citizens in this statement, but has mentioned that significant number of d isabled citizens, but in most of the reports they have mentioned that they desire to at least hire one-third of their proposed workers. R- 20% productivity gains is a real number that is associated with the mission of the business to a task to hire, connect, and support citizens with disabilities. T– Time frame of this objective is 2007. 2) UPS: â€Å"65% of drivers will have access to the new technology (implemented in 2004) by the end of 2005 and in 2005, we will increase operating profit in each of our 3 key businesses: U.S. domestic, international, and supply chain.† S– The figure â€Å"65% of drivers† is very specific figure that needs to be accomplished and they will have right of entry to the new technology. Then 3 parts are focused, where operating profit would be enlarged. M- This objective can be calculated by the end of the year 2005 and the operating profit desires to be increased only in 3 key businesses. A– â€Å"UPS† (About US P, 2011) is one of the leading organizations in United State, and it has implemented new technology and skill in the year of 2004, so it would be achievable to give access to 65% of the drivers in a year, and in 3 businesses, they desire to enlarge operating profit firstly. R-These 3 key business areas are pertinent as these are the core areas of the business. Secondly, 65% is result-oriented for the reason that they are the major workers that deliver the

Michael Baxandall's painting and experience in 15th century Italy Essay

Michael Baxandall's painting and experience in 15th century Italy - Essay Example The essay "Michael Baxandall's painting and experience in 15th century Italy" discovers the Painting and Experience in Fifteenth Century Italy By Michael Baxandall. The contracts were usually flexible, and there was regular contact between the artist and client during the production phase. The details of color were often specified, since the ingredients of some colors, like gold, silver, and blue, were either expensive or available in different qualities. Though the importance of gold diminished as the 15th century wore on, partly as a result of a general cultural movement away from ostentatious displays of wealth as well as a general shortage of gold and the Christian asceticism that was beginning to make its influence felt. However, as the use of blue and gold faded, something had to replace the gilding traditionally found behind the figures in the foreground. Thus, landscapes, angels, and other things were employed to fill the space, and the skill of the artist became more conspic uous and more important, as did the distinction between rates for the work of the â€Å"master† artist as opposed to his apprentices. Little reason existed to critique such works, and few written examples of such opinions have survived; those that have are somewhat unhelpful – what is meant by virile as opposed to sweet or angelic air? Changes in the visual skills of the members of the culture as well as their experience of everyday life were reflected in the paintings of the time much more quickly than under.

Land Power Versus Sea Power Essay Example | Topics and Well Written Essays - 750 words

Land Power Versus Sea Power - Essay Example This dichotomy has not been limited to the perspectives of the Anglo-Americans on hegemonic power. Alexander Dugin, the geopolitical theorist from Russia, argued that this was core to international conflict, contending that these positions are the basis of cultural differences that will be in conflict all the time. This paper aims to discuss the two concepts and show whether they are relevant or obsolete in international relations. Mahan’s idea contends that the potency of a nation is dependent on unobstructed access to the sea in order to conduct trade. His interpretation of sea power was the total of factors and forces, geographical circumstances and tools, operated to attain sea command and secure it from enemies (Gray, 2009). In Mahan’s formulation, sea power included colonies, shipping, and domestic production. America, he said, had to build and maintain a massive combat navy to be fuelled by coal stations in the colonies. His argument was on the basis that the Uni ted States should become internationally competitive for the protection of itself. Mahan articulated ideas on sea power importance and the desire to see an expansionist philosophy for the American nation. Mackinder, on the other hand, extended his land power theory. He said the land surface could be subdivided into various parts. One was the world island that included Africa, Asia, and Europe interlinked together. This combination was the richest, most populous, and largest of them all (Kennedy, 2004). Another part was the offshore islands which included the Japanese and British Islands. Finally, he identified the outlying islands such as Australia, South America, and North America. It was the heartland which he saw as lying at the centre of the island of the world, extending from the arctic to the Himalayas and from the Yangtze to the Volga. During his era, the heartland was that controlled by the empire of Russia, later by the Soviets without the Vladivostok and the area around it . Mackinder predicted that the rimlands, as he called them, would become less relevant as industrialization caught on in the heartlands and as the inland became more accessible by the railway system. This would make land an asset rather than a barrier to communication. Eventually, Russia would tap the massive natural resources and manpower it had and overshadow its fellow powers in the west. Mahan’s theory remains relevant to date especially as far as its logic goes. America’s power in the sea has now turned on the ability of the navy to preserve access to the Eastern part of Asia, as well as the Middle East, which are the theatres of American maritime operations. The strategic gaze of the Americans now lies on Asia as its maritime target. However, costs for such projects are increasing while budget acquisition becomes stagnant. This, in turn, has led to downward pressure on the fleet size of the American Navy. The ability of the Sea Services to carry out the maritime strategy of 2007 is now becoming a doubt. The Chinese Navy, on the other hand, is on a quite different trajectory (Gilboy & Higginbotham, 2012). It now has new aircraft, submarines, and new ships. While these assets may not be equal to the American assets, their fleet is more focused on Asia. With the US placing more focus on a global scale, they could not apply adequate force at a theatre. An ASBM under construction

Commodities, mining, FDI, and the awakening Chinese dragon. Where next Essay

Commodities, mining, FDI, and the awakening Chinese dragon. Where next for China - Essay Example China’s open door policy does not only serve as the catalyst for the robust economic growth of China, it is considered as the primary impetus, strongest and decisive factor catapulting China as one of the most powerful economy in the 21st century (Chen 2012; Liu and Daly 2011; Yao 2006). This supposition is maintained on the premise that with the open-door trade policy of China, the country has become the preferred country of foreign investors and as such, recipient of numerous foreign direct investments (FDI) (Yao 2006). From 2000- 2011, China received the largest FDI inflows compared with other developing or transition economy (Davies 2012). In 2011 alone, China’s FDI inflows has reached US$124 billion compared with other countries such as Brazil with US$ 67 billion, Russia with US$ 53 billion, Singapore with US$ 64 billion, and India with US$32 billion (http://stats.unctad.org/fdi/). This shows the continued confidence of investors to China. China’s good perfo rmance in the 1997-1998 Asian crises and the recent global economic slump affirms the view that China’s economy is resilient and China offers a reliable risk-avoidance haven that is suitable for international investors (Davies 2012) as the country continuously moves towards becoming the world’s largest economy (Davies 2012). In this regard, the research will look into the impact of FDI in China with specific focus on the mining industry. This is important, as China is responsible for the net growth in world demands since 1995 (Evans –Pritchard 2012). In fact, just recently, China’s growth contributed to the appreciation of copper in the market (Rowley and White 2012).However, Rio Tanto has announced cost-cutting measures in operating costs across the business amounting to $ 5 billion by 2014, while BHP Billiton is diversifying its portfolio (Rowley and White 2012). In addition, there is apprehension across the mining industry since China is shifting to â €Å"modern, sleek, consumer and service driven economy† (Evans-Pritchard 2012,  ¶ 9). The slowdown in China’s economy and macro-volatility of the global market feed the apprehensions in the mining industry On the other hand, Vivoda (2011) argues China is mining industry continuous to lag behind other industries in terms of foreign investments. In fact, the government consistently reforms and rectifies foreign trade policies to attract investors in the mining sector of the country; nonetheless, foreign investors steer away from China because of uncertainty and lack of transparency within the mining industry (Suxun and Chenjunnan 2008). In the face of this dichotomy in position pertinent to China’s mining industry and FDI, the research may help in clearing some concepts that conflates the trepidation concerning China’s economic slowdown. In addition, some limitations are observed in terms of focus in existing literatures that deal with the issue (Vivoda 2 011). Most literatures tackle specific country/ regional concerns or undertake comparative studies (Vivoda 2011). In this regard, the study contributes to the existing literature, as it will try to explore the developments within China’s mining industry vis-a-vis FDI and understand the impact of the industry to the country as China moves towards bec

Creative Nonfiction Film Essay Example | Topics and Well Written Essays - 1000 words

Creative Nonfiction Film - Essay Example Prior to the actual Zaire fight, the two fighters proudly stated that each boxer will knock out the other opposing boxer (Denby 123). The film’s drama environment heightens as each boxer convinces the general public, especially the movie audiences, that the opposing boxer is no match for the other boxer. Just like the personal essay, the movie is filled with heated conversational element. Further, the film may contain themes of honesty, confession, and privacy. In the nonfiction film When We Were Kings, the film correctly centers on the theme of honesty (Lopate, Getting Personal: Selected Essays 197). Muhammad Ali originally keeps espousing that all Americans should be honest (Lopate 130). Muhammad Ali espoused that Americans should stand up for their beliefs. Muhammad Ali refused to join the Vietnam War. The boxer insisted that the United States should meddle with the internal affairs of another country, Vietnam. For refusing to be drafted into the Vietnam War, Muhammad Ali w as convicted and jailed for five years. Muhammad Ali theorized that the Vietnam people should be entitled to their privacy from being intruded by the United States army. Likewise, Muhammad Ali confessed to the people that he is willing to be jailed for his political belief on the encroachment of the United States on Vietnam’s political issues. Furthermore, the film may include issues that contract or expand the self. Specifically, the film may focus on the behavior of the person of film protagonists and antagonists. In the nonfiction film When We Were Kings, the film rightfully shows that Muhammad Ali consistently espoused that he can easily knock out the crowd favorite. The crowd favorite is the defending world heavyweight champion, George Foreman. Muhammad Ali proves to his critics that he was right. In the Zaire fight, Muhammad Ali was able to knock out George Foreman. When Foreman fell to the canvass, the boxing referee counted out the defending champion, the seemingly unstoppable George Foreman (Gast 1). The film clip starting from 1:01:08 to 1:08:02 time lapse correctly shows the real life boxing match between the two boxing gladiators. The audience can see how George Foreman unloaded several punches onto Muhammad Ali. Muhammad Ali leaned on the ropes to prevent falling onto the boxing ring canvass. After Foreman slo wed down his boxing pace, Muhammad Ali pounced on the unsuspecting Foreman. As expected, Muhammad Ali knocked out George Foreman while keeping the movie audiences on their feet awaiting the final outcome. As expected, the film correctly shows Muhammad Ali exchanging pleasantries with a girl. The Film clips also show the time frame of the activities from the 40:02:00 movie scene to the 40:39:00 time lapse film scene. The film captivates to audience by making the films more realistic. Moreover, the film may include challenging the status quo. In the nonfiction film When We Were Kings, Muhammad Ali correctly fought hard and long against the status quo. The status quo requires all able-bodied United States citizens to join the Vietnam War. The United States law punishes any American citizen from rendering the required services within the United States army. Muhammad Ali insisted that his new religion, Islam, prohibits him from joining the United States

Literary research paper on The Things They Carried by Tim OBrien Essay

Literary research paper on The Things They Carried by Tim OBrien - Essay Example This paper is a reflection of the literary analysis and in depth meanings of the characters and the circumstances they were thrust into. A number of famous stories make up the confines of the pages of this book – these include characters that keep reappearing every now and then. Each and every character is a justification towards some or the other feeling that every man suffers in his lifetime. For example, the main protagonist, Tim, is a soldier who finally admits that he was responsible for the death of Kiowa, tries to explain to others, and believes that not everything is explicable. This book is an amalgamation of the kind of experiences he shared with other soldiers. Jimmy Cross is a lieutenant and the platoon leader in the short story of the same title as the main book, The Things They Carried, and is also blamed for the death of Kiowa, a devout religious Christian soldier. Ted Lavender is one of the first to die in the book; he was a soldier with true grit but smoked ma rijuana and contained a great amount of anxiousness regarding what would happen next in the War. (Rafferty, Rebecca) The Things They Carried is a story full of symbolism; in this particular tale, O’Brien has marked a very vivid description of all the objects that the various soldiers carry with them. Incidentally, all these objects help the reader to understand the kind of people the soldiers are and the kind of relationship they share with others around them. He has written about Lavender’s obsession with tranquilizers and marijuana, Dobbins’ need to carry his girlfriend’s pantyhose around his neck as well as his extra rations, and Kiowa carrying a copy of the New Testament at all times. All this imagery helps to provide a stark understanding to the reader as per the needs and priorities of the soldiers. O’Brien has also described the kind of burden each man carries on his shoulders in the form of memories from their personal lives, for example, t he lieutenant’s obsession with Martha back home leaves him feeling very disgruntled and regretful. These thoughts eventually leave him questioning and wondering about Martha’s virginity and this eventually leads to distractions and death He also carried maps and compasses, giving a picture of the true leader that he was, always looking out for his soldiers. (Department) Physical objects like machine guns, M-16 rifles, grenade launchers and tents help to depict the harsh reality they were surviving in. Thus, with the use of these physical objects that the soldiers require during their stay in the War, the author has tried to explain the kind of dilemma they were being made to choose between – fantasy and reality. Cross begins to question himself for the death of Lavender and wonders whether or not it was his fault and negligence towards his duty because of his dark fantasizing about Martha that led him astray. (Moore, Julie) A literal meaning of the title and the background that the soldiers are in, the story speaks of a cross join between love and war. It tries to reflect, with the use of the everyday objects that each of the soldiers used (that made up their personalities) how it was unconditional but one sided love for someone that gave way to waging another war. This is a transition from Cross’

Accounting & finance Financial Ratio Anlysis Essay

Accounting & finance Financial Ratio Anlysis - Essay Example Prolong Limited’s gross profit margin decreased from 42.4% in 2009 to 37.5% in 2010. This can be due to the considerable increase in the cost of goods sold from $680,000 in 2009 to $750,000 in 2010. Prolong Limited’s net profit margin was 19.8 % in 2009 and decreased to 13.9 % in 2010. This was due to the increase in the operating expenses of the company. This rise in costs can be due to the rise in the inflation rate in the economy. Prolong Limited should take measures to control their costs of producing the goods. 60% of the current assets are tied up in stock due to which the liquidity position of the company is not very good. Prolong Ltd does not have ample cash to repay its creditors and due to this amount owed to the creditors have increased. Prolong Ltd should improve upon its liquidity position so that it can repay its debt on time. The overall liquidity of the company in 2010 has improved because of the bank loan taken by Prolong Ltd. But still, the creditors of Prolong Ltd are accumulating and it would be difficult for Prolong Ltd to repay its debt if the company does not generate ample cash through sales. Moreover, most of the cash of Prolong Ltd is tied up in non-current assets. Prolong Ltd can generate cash by selling off some of their non-current assets which will improve their liquidity position. Asset turnover indicates the sales that are generated from $1 investments in assets. Prolong’s Ltd asset turnover remained relatively stable in 2009 and 2010. Although the sales increased marginally by $20,000, the total assets increased by $99,000. The investment in the assets was not translated into the corresponding increase in sales revenue. Days inventory ratio of Prolong Ltd indicate that it took 79 days on average to sell the goods in inventory in 2009 and 93 days in 2010. The days inventory has increased in 2010 and this high days inventory figure is not very beneficial for the company. Days debtor ratio indicates

Identifying Salmonella Choleraesuis Essay Example for Free

Identifying Salmonella Choleraesuis Essay The purpose of this study was to determine what an unknown bacteria was using several different microbiology lab techniques including an API test, an oxidase test, a gram stain, a hanging drop slide, and morphology identification. The unknown bacterium, which was contaminated with Serratia marcescens, was isolated by streaking the bacteria solution to single colonies. The isolated unknown white bacteria, had the appearance of circular form, convex elevation, entire margin, elongated cocci. The tests than showed that the bacteria was gram-negative, non-motile, and was identified as a Salmonella species bacteria, Salmonella choleraesuis. Introduction When applying biology to real world cases, it takes numerous tests to be able to identify exactly what a type of bacteria an unidentified bacterium is, whether it is a bacterium that is causing a person to be ill or a bacterium that is being studied in a laboratory. Often times a bacteria is taken from a contaminated sample that may contain more than one type of bacteria and therefore the specific bacteria that is to be identified has to be isolated. This can often be done by streaking the sample to single colonies. The individual colonies can then be put through several different tests that allow one to identify distinctive aspects of the bacteria. Some examples of these tests are a gram-stain and an API test. These tests allow one to figure out what properties a bacteria strain contains, such as gram negative or gram positive with the gram staining test, or what bacteria an unknown is based on positives and negative of the API test. The results of API tests, will show extremely accurately what a bacteria is based on previous tests performed. One such bacteria than can be identified is Salmonella choleraesuis. There have been many studies done where the particular strain of Salmonella needed to be identified so that a vaccine could be found. In one such study, the strain of Salmonella Choleraesuis had to be identified in order to then use live Salmonella choleraesuis to reduce the seroprevalence and the number of Salmonella carrier pigs at slaughter (Schwarz et al, 2011). By being able to identify the specific strain of the species Salmonella, scientists were about to prevent Salmonella from being passed on through pigs because of the Salmonella choleraesuis vaccine. Identification of a specific bacteria can help scientists make so many improvements in getting rid of deadly bacteria. Materials and Methods This lab was performed over several different days in order to utilize several different techniques in identifying the unknown bacteria. A tube that contained a red species S. marcescens and a white unknown bacteria was streaked to single colonies onto an agar plate using an inoculating loop. The plate was placed in the 37Â ° incubator for 24 hours. Once incubation had occurred the single colonies were used for the different microbiology lab techniques. The first of these techniques used was to determine what the morphology of the unknown bacteria was. The second of these tests was a gram stain. This test was done in order to determine if the unknown bacteria was gram negative or gram positive. The third technique used was a hanging drop slide, which was prepared using another single colony and a light microscope at 100x resolution, in order to observe the bacteria’s motility. The fourth test used was an oxidase test, which was also performed using another single colony of the unknown bacteria. This was done by placing the bacterial colony on filter paper and adding drops of oxidase reagent. The filter paper was then observed to see if it changed blue or not, in order to see if the bacteria produced cytochrome c oxidase. The final test used in the experiment was an API test. To begin the API test, a solution with bacteria and 5 mL of sterile saline, had to be made with a turbidity the same as the McFarland No. 3 (BaSO4) standard. This was done by adding loopfuls of bacteria to the saline solution, mixing the solution on the vortex, and then comparing the turbidity to the McFarland No. 3 standard, until the tubes were both at the same cloudiness. This created solution was then used in the API test by adding specified amounts to each of the microtubes on the API strip. For each of the microtubes whose names were not underlined or boxed, the tubes were filled to where the microtubes met the capsule. In the microtubes whose names were underlined, the microtubes were slightly underfilled, and then the capsule was filled with mineral oil in order to create and anaerobic environment. The last of the microbes were the ones whose names were boxed. In each of these the microtube and the capsule were filled all the way up with the bacteria. The API test strip was then placed in the 37Â °C incubator for 20 hours. After this time, observations were made about each of the different microtubes based on a given summary of results chart for the API test. A select number of microtubes had to have a few reagents added such as 10% ferric chloride, Barritt’s A and B solutions, Kovacs’ reagent, nitrate test reagent, zinc, and hydrogen peroxide, in order to see how the specific microtubes reacted at that time. Once the API test was performed, the negatives and positives found for each of the microtubes was used to identify the unknown bacteria using an identification table that showed the positives and negatives of many known bacterias. Results In the first part technique used in the lab, the morphology of the unknown bacteria colonies was found to be circular form, convex elevation, and entire margin. The second technique used, gram-staining, produced pink bacteria, which had the appearance of elongated cocci. The pink color indicated that the unknown bacteria was gram-negative. In the third technique, the hanging drop slip, there was not true motility and instead only Brownian movement. In the fourth technique, the oxidase test, the filter paper did not turn blue. In the final test, the API test, the results (Fig. 1) shows that the unknown bacteria being studied was Salmonella species, or more specifically, Salmonella choleraesuis. (Fig. 1) The API strip results after 20 hours of incubation at 37Â °C Discussion Through the use of the API test, the results most accurately showed that the bacteria was Salmonella species. This is what the bacteria was, however, it was a specific kind of Salmonella, S. choleraesuis. In the results of the tests, there were four different microtubes that contained different results than in the identification table. In each of the these cases, the API test showed positive results when the table showed negative results. Just because these didn’t match exactly, didn’t mean that the experiment didn’t work right. Each organism is different and because of this will have different reactions at times. In each of the cases, there was a small percentage that the results would be different than the identification table said it would be. With that, the Salmonella species all together was able to be identified better because, in general the different strains of Salmonella each come from the same species. There could also have been slight error when the mi crotubes were filled up. There may have been times when the tubes were overfilled or underfilled or air bubbles may have gotten into the tubes changing the results. Overall, the results were fairly accurate since the Salmonella species was able to be identified. The other tests used in the experiment were also useful in helping identify that S. choleraesuis was the unknown bacteria. It can be shown through previous tests that S. choleraesuis and Salmonella strains have similar characteristics to those found from the techniques used in this lab. In several cases it is shown that Salmonella strains are gram-negative (Kempf et al, 2012). The fact that S. choleraesuis fit the characteristics of previous studies helps show that bacteria was found correctly when preforming the different techniques. References Agbor, T. A., McCormick, B. A. (2011). Salmonella effectors: Imortant players modulating host cell function during infection. Cell Microbiology , 13 (12), 1858-69. Schwarz, P., Kich, J. D., Kolb, J., Cardoso, M. (2011). Use of an avirulentlive Salmonella Choleraesuis vaccine to reduce the prevalence of Salmonella carrier pigs at slaughter. Vet Rec , 21 (169), 553.

Difference In Sports News Coverage

Difference In Sports News Coverage The world of sports has evolved in the last century and in the first decade of the 21st century as a prime source of entertainment. The world has seen greater development in sports as it becomes tougher and more competitive. The reflections of the more serious approach could be seen in media and specifically in sports journalism. The sport based program became the crowd puller of leading television channels in the visual media fraternity. The tougher competition and crave for being unique, redefined the approach of media to sports, collectively sports Journalism. This study tries to understand the impact of geographic and cultural orientation towards setting the agenda for sports programs in visual media. The study checks the impact of changing audience trends in determining the agenda of sport news .Qualitative and Quantitative research methods have been used to prove the hypothesis. The world of sports got an enhanced pace and shape during the end of last century and early period of this century. With sports, sports journalism as well has grown over the years. Sports journalism emerged as unique, out of its old status as filler in political and socio political news. Apart from being a prime source of dynamic entertainment, sport news now became the hot commodity with high demand in heterogeneous audience. Based on the latest trend and the dynamically changing market demands, specifically audience pulse, determine the agenda and strategy of sports news. Whether the hot sports like cricket and American football are the children of media hype or commercialized news? This study tries to reveal how the agenda of sports news are determined by audience trend and market pulse. Background In 1960, the winter Olympics were held in Squaw Valley, California and the media coverage was nowhere close to that of the 2002, Salt Lake winter Olympics. The 2008 à ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬ 2009 UEFA Champions League final between Barcelona and Manchester United was the most watched live event on television history beating that yearà ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ãƒ ¢Ã¢â‚¬Å¾Ã‚ ¢s Super bowl. This shows the differences in the way sports journalism is active in different countries and regions. This was the first time the Super bowl was defeated by a football match. They promoted the event of the Champions League final as the match between the two best footballers in the world, Leonel Messi and Christiano Ronaldo and also the winner would be declared as the best in the world. One can see how the media uses its tactics and production strategies to promote the event. The preset target of the producers and advertisers are the decision maker of each sport programs or sports based programs. In most of the countries it depends with tradition and culture. America In America the four major sports are basketball, ice hockey, baseball and their version of football. Most of the sports played in countries apart from North America are mostly the same. The most popular sport in the world is football and not American football. In America any big news relating to any other sports would not be given much importance and even if it is, it will find very little time in the whole sports segment of a news channel. Britain Britain claims that they have invented most of the sports that are being played in the modern day. Their way of covering sports is different to that of America; they give all sports almost equal importance. They also focus on the four American sports and give them more coverage than what America gives to others. India In India, Cricket gets high coverage and telecast with high importance even in peak hours. Whereas, football or hockey are subsided and limit in the 1/5th portion of the total sports news slot. People watching the pre and post events of any sporting events more than the event itself. The summer Olympics is an example of this case, the opening and closing ceremony of the event is watched by more people than the Olympics or any part of it. This shows how the media and journalism has changed in a massive way along with the sport itself. The market for sports journalism is by far the most improving and expanding one and the producers and advertisers know this and want to make full use of it for their benefit and the viewers will be shown what they want and not what exactly is happening, the whole thing is to make the event sell and to get the Television Rating Points (TRPs). It has all become commercialization and deregulation of televised sport. It has become such an important commodity. In America it has always existed as a system emphasizing the entertainment values. In many European countries it has been a model emphasizing neutrality. With the existence of exclusive sports channels like Entertainment and Sports Programming Network (ESPN), Sky Sports, etc. the news channels have to find something different to make their sports segment sell to the public. So, they use different methods of telecasting sports news. Only in sports one can find other interesting details like the lives, hobbies, relationships of the sports personalities and discuss about them in detail. There is politics in sports as well and the extra information attracts the people especially women to the sports. The term à ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ãƒâ€¦Ã¢â‚¬Å"Plausibly Liveà ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ãƒâ€šÃ‚  was coined to describe the production of the 1996 Atlanta summer Olympics. The phrase was used as the broadcasts were not live but could have been. During any event one would get the entire extra detail one any particular team or player as the television crew would be sent to find the information. Then at any time during the show they would give out the information to the viewers. The advertisers now will decide that when there must be a break and how long it must last. Now there will be more cuts in any match as it will create more interest and make the sport much faster and better. The camera angles in modern times are such that they will enhance the event than it actually is. The sport has evolved or it has been made it evolve. That is the whole idea of sports journalism in modern times. To enhance what is there to a level that is more interesting to the viewers than it is, is the way it is in these times. Research Problem The study concentrates on the characteristics of sports telecasted by two different news channels and how they telecast and cover sports in their respective countries evaluated against the value of sports journalism. The two news channels are NDTV (New Delhi Television Limited) in India and CNN (Cable News Network) in USA. The study will be based on, the relation between journalistic values in sports broadcasting, the broadcasting of sports that are prominent in the two countries. The commercialization of sports and sporting events in broadcast media. How the changing audience trends determine the agenda of each sports item in the sports news slot. Geographical and cultural impact on the sports news coverage and character of sports journalism. Methodology The methodology for this dissertation would be of two kinds. The first will be quantitative method where there would be the analysis of all the sports segments in both news channels and how they have allocated time and news coverage to each sport and sports personalities. Every news channel will have its own policies on telecasting any sport and how much to telecast and it will be different for every news channel. NDTV would mostly have more focus on cricket and cricketers more than any other sport. In quantitative method the time allocated for each sport, e.g. cricket, football, hockey, badminton, etc. is very important. The time given for individuals and other sport personalities in one channel would be analyzed and compared to that of the other news channel. What is the time given for interviews and for news and features would also be analyzed. With this one can see the difference in the way both news channels differ from each other. The news content in CNN would definitely differ from that of the Indian news channel. As they are in USA they would focus more on the sports that are famous in that part of the world. But the focus is on the news content of CNN in India and whether it would change for the Indian viewers or whether they would try and promote their sports in India. All facts and figures that would come from the analysis of these news channels would be a part of quantitative methodology. There is also qualitative method where the main criteria for the analysis are the interpretation that comes out from what the news channels telecast. If one news channel gives more emphasis for one sport genuinely or if it gives more emphasis on a sport if a special occasion is there like the world cup, then the interpretation that comes out would be the basis for qualitative method. Both the methods would be used for this study as it is imperative to know the facts and figures as well as the understanding as to why there is a difference in the way each of the news channels differ in the telecasting of sports news from each other. The analysis and the comparison between these news channels would be essential to determine the difference in policies and the interests of the people in that region, so, both the methodologies are highly essential. Hypothesis Indian news is dedicating time for personalized and sensationalized news items than that of news channels. The language of commentary used by news casters and reporters in Indian news channels are using sensationalized and emotional words than that of US channels. The visual language of Indian sports news is deliberately generating sensationalism. Scope and Limitations The scope for this dissertation is that in the future more studies can be made on more news channels. The study can be vaster as news channels from other countries can also be included. Further research can be done as news channels can be compared to exclusive sports news channels. This will help to learn the difference in cultures, traditions and interests for sports for the people in the various regions of the world. The limitations to this study is that this study and analysis is only between two news channels, one in India and one in USA. With this it is difficult to analyze the difference between the trends in sports in both countries. By the selection of one news channel in USA one cannot determine the trends and traditions in sports there are that of the whole country. Each news channel will have its own policies and ideas, so, one cannot say that the sports news that they would telecast is the trend of that country and that is their mindset towards sports.

Stimulate Recall of prior learning

Stimulate Recall of prior learning Introduction: This paper seeks to discuss how some of the key instructional design concepts behind Second Life can be employed to refine the learning strategy within SI. Specifically, the key attributes in Second life that are of interest include (a) the use of Virtual space as the interface for interactive learning, (b) how the virtual space can be leverage to incentivize learning and (c) how Robert Gagnes nine events of instruction can be applied in the design of a virtual learning environment. This paper will discuss how these principles can be infused into the existing e-Learning platform in SI, called My Learning Space (MLS), the intent is not to replace MLS with Second Life but rather to introduce the learning attributes in second life that will further enhance existing design. Current Situation Learning in the 3G SAF Space: 2. As the SAF continues to develop itself into a technological advanced and sophisticated force, it is clear that the SAF will realize an increase of military hardware and software that will fuel this transformation effort. Underpinning these technological transformation, is the need for our service personnel to be better trained to operate these systems. The challenge to train and prepare the 3G SAF is not a trivial affair because of the following reasons: a. Because of the various technologies and combat systems that are procured, trainees would have to learn new skills and competencies to handle such equipment. Progressively, these systems are also becoming more complex over time. b. There is shorter time to train, mainly because of the reduction in NSF training time from 2.5 to 2 years and NS duration from 13 to 10 years. c. The learning preferences of the Net-Gen learners will increasingly pose new challenges because of their training expectations given what they have been exposed and more accustomed within their schools prior to enlistment and home (smart school and a pervasive network environment). However, the potential of the Net-Gen learners should also be seen as a leverage for learning in the 3G SAF space. Impetus for development in the Future 3. Development Potential of Second Life. Second life as a virtual world offers the flexibility that is ideal for creating instructional tools, such as games, problem based learning environments, simulation activities, and distance learning settings. Second Life is an open-ended environment in which players themselves design the world, its objects and their behaviors. Incorporating sophisticated three-dimensional modeling tools and a powerful scripting language, the game invites players to freely unleash their imaginations  [1]  . Users, through their representations in the space, called avatars, move around and interact with one another in Second Life. Users also can create buildings and materials in Second Life. Therefore, challenges and problem solving tasks can be created. 4. Limitations of Current Knowledge Portal. MLS is an in-house developed learning portal that provides a common user interface for trainees to gain access to a suite of training services and tools. From the digital training program, trainees can view a library of training videos and digital training manual that are relevant to their course. While these modules may be useful in many ways, it is still lacking and limited in scope to enable deeper learning because of the following reasons: a. It is typically structured as a knowledge repository. b. Does not facilitate implementation of cognitive strategy. c. Conventional motivational schemes are hard to implement . d. Hence, it becomes more a training media Consideration for Learning in the Virtual World 5. The Key considerations for learning in the virtual environment are as follows: a. Pros: Net Generation learners are very comfortable operating in this space (facebook, youtube, chat, etc)  [2]  . Relatively easier to create motivation to learn, collaboration and experiential learning opportunities that may not be readily available in the real world. No limit to the use of space. Elaboration of the Nine instructional Events Modeling after Robert Gagnes nine events of instruction, the proposed MLS Ver 2.0 would incorporate the nine design attributes based on the information processing model of the mental events that occur when adults are presented with various stimuli. This is summarized in the table as follows: Instructional Event Internal Mental Process 1. Gain attention Stimuli activates receptors 2. Inform learners of objectives Creates level of expectation for learning 3. Stimulate recall of prior learning Retrieval and activation of short-term memory 4. Present the content Selective perception of content 5. Provide learning guidance Semantic encoding for storage long-term memory 6. Elicit performance (practice) Responds to questions to enhance encoding and verification 7. Provide feedback Reinforcement and assessment of correct performance 8. Assess performance Retrieval and reinforcement of content as final evaluation 9. Enhance retention and transfer to the job Retrieval and generalization of learned skill to new situation a. Gain attention in Hi-Res 3D Virtual World Learning Environment (VWLE) In order for any learning to take place, you must first capture the attention of the student. To this end, MLS 2.0 would be designed as a virtual replica of SI. The 3D interface accompanied by sound effects or music startles the senses with auditory or visual stimuli. From here, trainees can navigator and explore the various rooms within the building. Each room constitutes a new learning domain or subject and are only accessible based on the intended sequence of learning. Trainees can only access other rooms of higher learning only if they have attained the required standards. b. Inform learners of objectives Early in each lesson students would be given a list of learning objectives. This initiates the internal process of expectancy and helps motivate the learner to complete the lesson. These objectives form the basis for assessment, and structured based on Magers model of Performance, condition and Criterion. Beyond these stated objectives, trainees would be asked to identify 3 other personal objectives that he/she would like to achieve by the end of the course. Trainees will have a real time view of their progress in the attainment of these objectives so that they can chart their own learning progress. This makes learning relevant to the trainees. Stimulate recall of prior learning Associating new information with prior knowledge can facilitate the learning process. It is easier for learners to encode and store information in long-term memory when there are links to personal experience and knowledge. To stimulate this, every learning module would start by asking questions about previous experiences, an understanding of previous concepts, or a body of content. To ensure that the pre-requisite modules are covered in the correct sequence, the module would reiterate the essential modules and will also highlight those that have been left out before allow trainees to proceed further. d. Present the content This event of instruction is where the new content is actually presented to the learner. To appeal to different learning modalities, a variety of media would be used. These include text, graphics, audio narration, and training videos. The training videos are organized in a youtube fashion and related videos are grouped in a coherent order. To extend the scope of learning, other related videos that are relevant to the topic would also be suggested and made for easy access. These training videos are deliberately kept short to maintain the attention span of the trainees. e. Provide learning guidance To help learners encode information for long-term storage, additional guidance in the form of a learning map will be provided along with the presentation of new content. Guidance strategies include the use of examples, non-examples, case studies, graphical representations, mnemonics, and analogies. This learning map serves to provide the higher level overview and also memory aid to help retain the knowledge gained. f. Elicit performance (practice) Eliciting performance provides an opportunity for learners to confirm their correct understanding, and the repetition further increases the likelihood of retention. To achieve this outcome, the use of MLS is coupled with the other aspects of a blended learning approach. Building upon the knowledge acquired in these learning module, the trainees would be asked to perform simple task (e.g. practical hands-on to set up an equipment), and short quizzes. g. Provide feedback As learners practice new behavior it is important to provide specific and immediate feedback of their performance. To achieve this, the on-line learning quizzes would provide scores as a proxy towards the overall course performance. Besides the instantaneous feedback, the scores serve to reflect the Top 3 scorers across the cohort. h. Assess performance Upon completing instructional modules, all trainees would be subjected to an-of-module test. This may come in the form of a paper quiz taken on-line or a practical exam depending on the nature of the skills requirement. On top of this, the real-time accrual of the individual scores helps to elicit the weaker performances from the better performances. This allows instructors to scope their lesson and customize them to meet individual trainees deficiency. i. Enhance retention and transfer to the job To help in the retention of knowledge, a daily electronic journal is maintained by each trainee. This seeks to help trainee recap what they have gain over the course of their training. To aid in the effective retention, a mind-map will be drawn by the trainees at the end of each module. This pictorial representation would be shared across the groups to help in the indexing of knowledge. Longer Term Implementation Approach 7. MLS cannot be used in isolation, it has to be organized with existing didactic approach of learning to form a blended methodology. This Blended learning gives learners and instructors an environment to learn and teach more effectively. Learners can select the best activities to suit their own pace, learning style and level, as well as time and place. Learners can be more independent and self-reliant in their own learning. They can also be more able to take decisions, think creatively and critically, investigate and explore as well as solve problems they face in learning and real life. Meanwhile, instructors can be facilitators, supervisors, assessors, organizers and managers of learning activities, and so should be creative and able to support learners and provide various learning materials in different formats. In SI, the blended approach we adopt is captured in the diagram below: Lectures Face-to-Face Discussion Field Experience MLS VWLE Reflection Log Projects Mandated Reading Online Quiz and Exercises Conclusion 8. Adopting the learning object in Second Life to create a virtual world learning environment (VWLE) applied in a blended learning environment is a new pedagogy the SAF hopes to leverage upon to meet the training needs of the 3G SAF soldiers.

Agamemnon :: essays research papers

After reading Agamemnon, I have come to the conclusion that Greek mythology can cause many debates. One of the debates that could be referenced from this story was rather or not Agamemnon deserved his fate. Some critics would say he did after he killed his innocent daughter, as a sacrifice. Some critics would say he was killed because he left his wife at home for ten years. Those ten years while they were apart, Clytaemestra had time to let all of her anger and hostility boil up inside of her. He was portrayed as an arrogant man. Another thing that condemned him was when he walked on the purple carpet. â€Å"She knew that by saying â€Å"If Priam had won as you have, what would he have done?†(935). Even though his wife coaxed him, his cowardliness in doing so shows his true side. He was very arrogant about the war, acting as if him alone won the war. All of his arrogance and betraying his family killing his daughter lead to his death. Another debate is what kind of women Clytaemestra is. Clytemnestra is portrayed as strong willed woman. This characteristic is not necessarily typical of women of her time. Her most important characteristic is like the watchman calls it, "male strength of heart." Later in the play after Clytemnestra murders her husband, Agamemnon, and his concubine, Cassandra, she reveals her driving force and was has spurned all of her actions until this point. The Chorus sees Clytemnestra as untrustworthy and although suspicious of her they still could not foresee the impending murders. Her words are plain but her meaning hidden to all those around her. She more or less alludes to her plan of murder without fear of being detected. Only the audience can seem to understand the double meaning in her words. One example of how Clytemnestra hides meanings in otherwise plain words is stated in her hope that Agamemnon and his soldiers do not commit any sacrilege in Troy that might offend the gods. Now must they pay due respect to the gods that inhabit the town, the gods of the conquered land, or their victory may end in their own destruction after all. Too soon for their safety, the soldiery, seized with greed, may yield to their covetousness and lay hands on forbidden spoil. They have still to bring themselves home, have still the backward arm of the double course to make.

Should Canadian Teenagers be Allowed to Work before Turning 18? Essay

Today our topic is Canadian teenagers shouldn't be allowed to work before 18 years old .UNICEF defines child labor as, â€Å"work that exceeds a minimum number of hours, depending on the age of a child and on the type of work. Such work is considered harmful to the child and should therefore be eliminated.†But in 21thcentury, the temptation increase, coupled with the influence of the mentality, More and more teenagers give up study to get a job. Recently the problem of child labor in Canada has aroused people's concern. Teenagers give up study to get a job has brought a lot of benefits but has created some serious problems as well. Nowadays Child labor in Canada has become a problem a problem we have to face. We believed that Canadian teenagers shouldn't allow to get a job before 18 years old. In the first place, Study is the most important thing. But if we find a job, we can't get good education. If children miss school and the proper education that could enable them to find better-paid jobs in their adult lives. Also under the same conditions, the company will usually preferred experienced students, I am very argue that in that today's society, the company is need comprehensive talents, but comprehensive talent is built on the basis of professional knowledge. Moreover, the experience of you wash the dishes, tutoring, waiter, It might not the company want . From the point of the type of job for teenagers, They are always hand out leaflets, the waiter, promoters and tutor. But if I was standing in the other debater's point of view, Find a job is to get social experience, but these job's capacity can also get in high school or university 's activity. More important is these works are not related with professional and future employm... ...me of we study. No doubt Canadian teenagers shouldn't be allowed to work before 18 years old. Early find a job is bad for children, It can let them have bad opinion for money. Let them think money is too important for them. They want to get more money, but work in restaurant or some small places cannot get too much money, so they find bad job, Child prostitution is the most issues. When we hear child prostitution, many people think of sex tourism in Thailand, But Actually can it be found in every country. Child prostitution is the commercial sexual exploitation of children in which a child performs the services of prostitution. They sell their bodies on the streets or in apartments. Young teenagers don't have right idea of money, More and more teenagers give up study to do this bad job. It is urgent that immediate measures should be taken to stop the situation.

Japan and Korea Essay -- History Historical Korea Japan Essays

Japan and Korea Did Japan modernize or exploit Korea? Scholars have debated this question with vigor throughout this century. I do not believe the answer is so black and white. While looking at the history of the colonization, evidence of both should appear. The word colonization alone generally means to move into another people’s land and exploit resources. However, positive results can appear during a negative situation. Regardless of what point of view an individual takes, there is no doubt that Japan has dramatically influenced Korea. This is common with most nations in the industrialization period or the modernization period. Think about it, every treaty endorsed between nations leads to policy change. The lessons learned from previous agreements, aid in creating new policies. Korea, suggested by Cummings, was a buffer zone between China and Japan. China acted as the big brother or role model for Korea. Culture, language values and society itself developed by free choices made by the Korean government. However, China was always ready to step in if Korea seemed to get to powerful or weak. Cummings makes this relationship sound as if everything was all right as long as Korea depended on the aid of China and respected China’s dominance of the region. Japan although at times respected China’s power believed that if Korea would consider themselves equal to China Japan could take the role of the regional superpower. Japan also, at times thought they were superior to both China and Japan and should incorporate them both into the Japanese empire and at times had been fairly successful in dong so. Many factors allowed the Japanese colonization of Korea. For one, Korea had adopted an isolationist philosophy early in its history. Cummings has said many times that when you landed in Korea the first question asked was â€Å"when are you leaving?† In addition, Korean tradition did not place a high value on trade. Cummings went on to say that Korea was the only place that when a profit was made, it was not a joyous occasion. Do not be misled by that statement that would leave one to think that Korean people were inferior and should be exploited, for I do not believe that at all. The Confucianism heritage did not believe in profit. However, equitability was not forbiddened. Such led to the tributary and cultural exchanges between Korea and China. These beliefs... ...er Japanese control, as well as to keep Korea profitable for Japan. Did Japan modernize Korea? No. Did the Japanese aid in the beginning of Korea’s industrialization period? Yes, the infrastructure and technology forced upon Korea definitely gave the Korean people a foundation to industrialization. The problem I have in saying that Japan modernized Korea is that modernization in general has a positive connotation. I do not want to become a victim to the cliches of one race blaming another for certain hardships. However, I propose this question, Did the Japanese occupation lead to positive modernization of Korea or the divisiveness that has haunted Korea for almost fifty years? I will not say that if Japan did not invade Korea that Korea would be unified today, or am I willing to say that another country would not have tried to colonize Korea. I do believe that Korea when their society was ready would have mobilized themselves to become an industrialized nation. I also believe that when they would have come to that point that they would have enjoyed the same type of success in growth rate that was present from the late 1960’s. The only difference is when would Korea start.

Does the Media Distort Our Understanding of What Is Happening in the World? Justify Your Answer with the Use of Examples

When thinking about this question, we have to ask ourselves firstly what is the role of the media in our world? Media is defined as the means of mass communication (esp. Television, radio, newspapers, books, magazines, internet) regarded collectively. Its role in society is to inform the public, and keep us informed, about what is happening throughout the world as well as entertain us. It uses many platforms including internet, books, magazines, newspapers, television, when you walk down the street.It is all around us. It is there to make people think and encourages us to challenge and have an opinion about events and decisions that are happening and being made. But is it also used to keep the public naive, only informing the public about certain events, hypnotising them into buying products they don’t need, distorting their understanding of what is happening in the world? Media delivers us with news and information not only from our country, but from around the globe. A main section of our news is political.The media delivers us information about everything from political parties, elections, MP’s, to and decisions made. The famous quote by the CBS news anchor Walter Cronkite paints a picture of what the news networks and corporations are there to do; ‘Our job is to only hold up the mirror, to tell the public what is happening. ’ But that is only a slim part of what they actually do. Due to media conglomerates it is very easy for a corporations political agenda to be forced on the public, even the world, without knowing.An example of this is Rupert Murdock. He is the founder, chairman and CEO of New Corporation, which owns the Fox Network, BSkyB (39. 1), The Times, The Sunday Times, The Sun, The Daily Mail, Vogue, and the list goes on. It has influence in countries all over the world including United States, the biggest economy in the world, and the UK. There are many examples throughout its history where it has interfered and persuad ed the public to alter the course of politics for the benefit of the corporation or individual. One example is The Sun.In the 1992 elections in Britain, The Suns’ headline ‘Kinnock wins today will the last person to leave Britain please turn out the lights’ is one of the most famous headlines in newspaper history. The headline refers to The Suns’ campaign leading up to the polling days. The newspaper led a campaign against the Labour parties leader, Neil Kinnock, which then lead to the election day headline being that. That year, the conservatives won and the headline the day after was ‘It The Sun Wot Won It’. There are many more examples The Sun and other newspapers doing this.This shows that the media can be used as a powerful political tool to convince the public to vote for a party, for the corporations, individuals and/or governments benefits. Rupert Murdock was 13th on Forbes; the most powerful people in the world 2010, above President o f France, Nicholas Sarkozy. Is that right? This raises the question of whether media is helping people make informed, wise decisions? Advertisement are a massive chuck of our media today. Every platform for media you look at, whether it be newspapers or television, advertisements will be apart of it.Due to adverts being the funding for majority of media networks, a lot of the news corporations listen to companies demands. For instance, not writing bad press about the firms that are polluting our world, or implementing child labour on the other side of the globe. If the news agencies did this, then they wouldn't have the funds to survive. This is a massive distortion and people are left in the dark about all the terrible actions from companies. An example is the rural tribal lands of East India. Protestors are going head to head with steel giant Arcelor Mittal.The global company wants to displace the villagers from their ancestral land, and build facilities for coke smelting, and ste el production. It will destroy 15 villages and displace many villagers. As for-profit organisations are allowed to buy up media networks, they do so in order to make more profit and can use the media to distort our understanding of what their company is actually doing. For example, in 1995, when Disney was on the brink of collapse and their viewings were decreasing, they purchased the ABC network in the attempt of reviving Disney.This enabled them to broadcast their shows at peak times, as many times as they liked. They were able to report good press about themselves and able to advertise their products. Majority of advertisements are not good either. It has made societies, more developed countries than developing, materialistic and wanting more and more. Products used to be marketed for their utility and they were expected to last. But due to the companies thinking that after they sold one to someone, they wouldn’t need another. So they changed their advertising campaign to needing it.It changed the ‘want’ in the 1950s to the ‘modern need’. People are trained to desire things, which takes their attention off more important things in life. Pestering power is another ploy they use in order to sell their products. Food, drink, and other products target young children in order to pester their parents into buying the specific products. Nick Davis, a former journalist of the year and writer for Guardian, says ‘Our media have become mass producers of distortion. ’ He gives the example of a group of feral child bullies who had ganged up and attempted to hang a five-year-old from a tree.The whole of fleet street published this story in one way on another. However what he go on to explain is that the police, from day one, had refused to say that the boy had been hanged from a tree. The one and only quote that the whole story was based on was from the boys adult cousin. He had told the press that the boy had said ‘Some boys and girls have put a rope around my neck and tried to tie me to a tree’. Nothing in their says he was hanged. Nick Davis, to try and understand why the press had run this story, commissioned research from specialists at Cardiff University.They surveyed 2,000 articles from 5 newspapers (Times, Telegraph, Daily Mail, Guardian and Independent). What they found was out of the articles, only 12% of stories where composed of material researched by reporters, 8% was unknown and the remaining 80% was from second hand sources and provided by news agencies and the public relations industry. – Nick Davis. (2008). Our media have become mass producers of distortion. Available: http://www. guardian. co. uk/commentisfree/2008/feb/04/comment. pressandpublishing. Last accessed 8th December 2011.This research shows that a lot of the articles are in danger of not being accurate because of misinterpretation, lying, or other means. Due to the rise in social networking such as Faceboo k and Twitter, ‘citizen journalism is on the increase as well’. People talking and reporting the news by sharing links, giving their opinion about events and writing about what is happening, and their friends, colleges and fellow bloggers taking it for truth. But due to a a lot of these people not having the knowledge about the subject, or not doing research, these information they are sharing is not always accurate and can distort what is really going n. Take wikipedia for example, anyone no matter what their knowledge is on the subject, their intellect, education, they can edit, re-edit, and involve themselves in wikipedias entries. The system is open to abuse and means that a lot of the content on there could be inaccurate and or false. If we can’t trust our news or the people who are in charge of informing us, this isn't a democracy, its a society in which we are told only what a few selected people want us to hear and see. In conclusion, I feel that there ar e a lot of media outlets that do distort what is happening around us, and this is a big problem.From the news networks being controlled by their for-profit funders, to large companies buying media networks in order to supply the public with a false image of themselves. A large part of the problem though is that a lot people are not taught to think on their own, which makes it easier for the media to do so, or are thinking on their own but not having the knowledge to give relevant information to others. Whether it be the fault of the government, the parents, schools, it needs to change. However, not all media distorts our understanding of what is happening in the world.There are news corporations that aren’t just financed by adverts, which stops the need for the networks to listen to the firms. BBC is solely funded by taxes collected by the government, the tax on your TV, and has been running since 1932. The Guardian is another example. It was owned by the Scott Trust, a chari table foundation in which aimed to ensure the papers editorial independence and that it was not taken over by a for-profit organisation. This means that it would not give in to firms demands, and reports the news at a non bias angle.

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