Emily Jimenez Essays - Beyonc, Feminism, Music Industry,

Emily Jimenez English 161 March 27, 2017 Literature Review In the present decades unlike the past, the word feminist' has become a title to brand anyone who talks and writes about the feminine sex. After all the term is dynamic and it is always discussed and conferenced by both sexes in media and even the internet. Hence, the effect has taken its toll and feminism is now just knowing about and believing it, that all are equal but not taking any measures and fight to it. However being a feminist means being an activist of the feminine sex- not that the men sex is to be hated-by believing and having a stand for it that all the sexes are the same and equal in all categorical grounds. This will bring the diverse sex to one ideology and make each and every one a feminist, who understands what he/she is up for. The authors main goal is to establish that the Lemonade album was dedicated to a specific audience, black women. Sydney Gore author of "Lemonade' Is A Love Letter From Beyonce To Black Women" believes that Beyonce dedicated this body of art to black women due to the way she narrates the struggle of black women. Struggles like fighting for equality, being viewed as a sexual objects and the fact that no help is given to the female. In the visual aspect of Lemonade a Southern gothic theme is presented as it is set in the deep South, that is more or less what black feminism is visualized in our minds. Beyonce tries to artistically show what it means to go about life dealing with depression, heartbreak, and anger. A major stick in the mud like the author mentioned was infidelity, although the point of the album wasn't directly to point out the struggle within her marriage, it was to force everyone to accept the truthwe are all flawed human beings. Her solution to all of this is tr ying to encourage women to believe in themselves and to keep hope alive, trying to create an environment to "protect black women". In this article, " Beyonce and Lemonade' are giving these feminist scholars so much to debate" the author, Caitlin Gibson is trying to figure out whether Beyonce is pushing her progress or is just marketing her brand? Beyonce's visual album, "Lemonade" portraits black womanhood, infidelity and redemption. Feminist activists bell hooks and Janet Mock shared conflicting views about its portrayal of women. Bell hook's believes Beyonce "utterly aestheticized" the presentation of the female body/form by simply showing beautiful black women does not create well-being for them. While author Janet Mock followed by arguing that Beyonce and any woman should be taken seriously no matter how she presents herself. The argument within would be that women should be free to present themselves without suffering accusations that their sexuality is harmful. This article compared different authors opinions on Beyonce's visual album in relation to women. Elle Hunt author of the article " Beyonce's Lemonade album explained, from beginner to 'Beyhive'" talks about Beyonce telling Vogue she "guesses" she is a feminist because she "believes in equality". A year later, she performed at the MTV Music awards in front of "FEMINIST" in lights. To follow, Chimamanda Ngozi Adichie's TED talk established Beyonce's credentials as a public feminist, due to her Super bowl Halftime Show when she sang about her "negro nose with Jackson 5 nostrils", flanked by dancers wearing Black Panther berets, concluding with a Black Power salute - signalled a newly politicised chapter of her career. I believe Beyonce knew that appearing this way in her performance would cause a lot of commotion and rumors about her being a feminist figure so she must be okay with such label. Kinitra Brooks, an associate professor of English at the University of Texas at San Antonio who specializes in black feminist theory believes: Beyonce is working out for herself what she thinks feminism is. Her working that out publicly and working through those certain ideas, it appeals to a lot of people and encourages them to examine their own practice of feminism, although, it also fails to appeal to a lot of people and pushes

oliver cromwell essays

oliver cromwell essays As someone who stated watching the movie not knowing anything about the civil war the movie Oliver Cromwell came across as a good illustrator of the actual civil war. The movie made king Charles I come across as a king that was always committing unlawful acts, while looking out for himself and his people. Oliver Cromwell was portrayed as a strong leader not just for the common people but for England. After reading up on the facts of the civil war I realized the movie wasn't as effective as I thought. The cause of the war and events during the war along side with the events in Parliament were misleading or left out. What I did like about the movie is the fact that the essence of Cromwell's personality and strength were illustrated. The Cromwell movie made it seem like the cause of the war was mainly that the king was unjust to his subjects. Cromwell who represented the people felt that England needed democracy and the king's powers needed to be reduced. The king had responded by saying that you couldn't expect "extraordinary possibilities in unextraordinary people." The movie made it seem like the unfair treatment of the people was the main cause of the civil war, while my research tells me different. I learned that within Parliament itself there was a lot of disagreements and members of parliament and common people were divided due to different beliefs. 302 members of the House of Commons and 40 lords supported Parliament, while 236 commoners and 80 lords followed the king. Even families were divided. Fathers were fighting against sons and so on. The movie made it seem like the common people lead by Cromwell where all together fighting for justice against the king and his men. During the events leading up to the war the radicals had divided Parliament and had given the kinging a party. During that movie that whole event was left out. The sheets say that when Charles planned to arrest the five memb ...

Departmental Select Committees Essay Example | Topics and Well Written Essays - 1500 words

Departmental Select Committees - Essay Example Also the parliamentary committees should interact more closely with the outside which will in turn widen their evidence-base. 1 Primarily before scrutinizing, the select committees should bring forth an awareness of the ideological and institutional features of modern British government and politics. This will develop a theoretical concept and a practical application of resolving problems and analysis. 2 One of the major aspects of the parliament is the relationship between a territory's legislature and its executives relating to the central and constitutional political system. This relationship is overlooked sometimes and the use of a prerogative power, which is the power exercised by the ministers are enforced. There need to be an analysis of the source of executive power, its scrutiny by parliament and the views of the major parties. A question of whether the Executives need rebalancing occurs. This is because during these modern times where everything is modernized the relationship between the executives and the parliament should also be strengthened. There is a central proposal which says that the owner s of the Select Committees, that is the scrutinisers should belong to the house of the commons and not belong to the executives. 3 Thus theThus the final method that the parliament uses to scrutinize the executive is the Select Committee. These Select Committees are those where the MPs from the floor of the House meet in small debating chambers with the task of taking into account the particular aspects of government policies and administration. The Select Committees do not consider the detailed drafting of bills, all the government policies, administration, working of the parliament and executives is taken into account and analysed by the Committee. Almost all Select Committees with the task of scruitinising the executives are in a way linked to a particular government department, which were 14 and has increased to 16. Among these the Departmental Select Committees were set up in 1979 under SO No. 130. 4 An example of one the Departmental Select Committees is that until when the Transport Research Laboratory was privatized, the department had eight executive agencies, where the Departmental Select Committee held substantive enquiries regarding the work of the Coastguard agency as well as into the privatization of the transport research laboratory. Also the deregulatory work performed by the Vehicle Inspectorates were to be found and scruitinised by the committee. An advantage of the Departmental Select Committee is that all the issues relating to the concerned departments could be raised in public that might not have happened otherwise. As it was discussed openly it gave room for many of the Committees recommendations to be carried out in further development and functioning of the departments. During the analysis of the inquiries an evidence of the Highways Agency and the Marine Safety Agency is stated here. The Committee did not examine any of the agency chief executives, their obj ectives and performances. In this case the Select Committee was recommended by the Public Service Committee to take the matters more seriously and take a long term interest in the agencies performance and

Ancient Sumer and Egypt Essay Example | Topics and Well Written Essays - 500 words - 124

Ancient Sumer and Egypt - Essay Example However, sometimes due to their knowledge especially the scribes, they conflicted with king’s directives. This is because of their critical managerial roles in the entire empire though they revered the highest office’s authority (Hansen & Kenneth 34). Ancient Sumer Empire believed in various family gods, which they attributed with the responsibility of managing nature through each having distinct roles (Hansen & Kenneth 34). Some of these gods embrace Ninhursag, Nunurta, Inanna, Enki, Enlil, and Inanna (Bancroft-Hunt 44). The most powerful deity in Ancient Sumer was the storm god because he had the strength to control floods and storms that affected their livelihood as a farming empire. In addition, the human king played an essential role, which is being an intermediary between the people and the Sumer’s citizens. Sumerians preferred urban life despite the majority of them depending on farming. They also spoke one language, which they used as a form of identifica tion and belonging regardless of emanating from the diverse city-states (Donn, & Don 17). Ancient Egypt’s political authority revolved around the Pharaoh whom the people deemed was a son of Ra (deity of the sun) (Steele 12). Therefore, according to the citizens, Pharaoh was more of god than a mere mortal man in the entire empire (Steele 12). He also assumed the entire empire’s power though he exercised his decrees via the priests and other holy men who belonged to a noble group (Steele 12). Taxation also existed all through the empire whereby citizens gave out their respective portions to the government based on yields or profits they attained (Steele 35). Failure to comply with taxation rules, the government subjected the convicted to forced labor and slavery with the intention of catering for the portions they did not pay.

Potential Project Scope Management Problems Essay

Potential Project Scope Management Problems - Essay Example This is a situation which happens when new constraints are added on a project that was not present at the beginning of the project, and particularly at the initial planning phases. These may include new entries such as gadgets. Even though in most cases project necessities may alter as a result of justifiable reasons like those linked to technology and adjustments in consumer needs, managers encounter scope creep because they have some unplanned additions added on the initially budgeted roles (Hallows, 2002). With the growth in the scope of a project, more tasks need to be accomplished within the schedule and budget initially designed for a tinier set of tasks. In this sense, scope creep can make a project team to overrun its initial schedule and budget. To solve this problem, analysts should clearly define the process, the related terms, and the process boundaries. In addition, managers should realize that particular aspects of the project can make it too large to manage and thus co nduct a precise check on the interfaces in the project (Schwalble, 2006). Another potential problem in this context is the lack of smooth communication procedures with stakeholders. This occurs when managers tend to please some people, while forgetting to balance stakeholder wishes with the limitations realized within the framework of the up-to-date project. Miscommunication with stakeholders may lead to misinterpretation in terms of design and requirements. Additionally, it ultimately results in a situation whereby the interested parties are not totally satisfied with the accomplished task (Moustafaev, 2010). The best way to avoid this problem from occurring is by encouraging a close working condition between project managers and project shareholders so that everything needed and expected by both parties is realized. Alternatively, stakeholders can suggest alterations or spell out requirements precisely prior to executing the project. Such a move does not only assist in avoiding an other previously experienced problem, but also enhances a good working environment for the team, the project manager, and the stakeholders from the very start (Dubey, 2009). Nothing disrupts the process of project scope like managers poorly defining the project scope. The problem is made when the manager defines the implementation as opposed to the need of the scope. If the need changes with time, he can fail to know the exact requirements and therefore cannot develop a product to achieve a moving goal. If a manager does not clearly define the scope of the project from the beginning, he would â€Å"kill† the project. Such a product will have little or no chance to realize any productive benefits to the company. As soon as the planning phase starts, a manager should ensure that he sports out and describes all tasks that are significant in the productivity of the project. He should also make sure that the entire team has a deep understanding of what is anticipated during the pr oject. Permission for suitable administrative control during the management procedure of the project is also an important consideration. Generally, the project manager ought to keep a close check on the project charter and several other pre-planning files so that a concise but useful scope statement can

Impact of Celebrity Endorsement on Consumer Behaviour

Impact of Celebrity Endorsement on Consumer Behaviour Chapter 2 LITERATURE REVIEW   Ã‚   2.1 Introduction As stated earlier, this chapter will provide an overview of the consumer behaviour and specifically, it will focus on the celebrity endorsement approach. It will be examined, how celebrities connect to consumer behaviour, and beauty products in order to identify the gaps in the previous studies that were conducted. Therefore, this study will be discussed, the relationship between celebrities, consumer behaviour and beauty products, so many literatures on each these topics will be provided. Moreover, chapter 2 will be divided into three sections where the following topics will be examined: (1) Factors which affect Consumer Behaviour, (2) Celebrity endorsement and the role of celebrities in advertising and (3) Celebrity influence in beauty products. 2.2 Consumer Behaviour Consumer behaviour is very important, and has been examined by many marketing scholars. It is also essential for marketers to understand how consumers behave and think, in order to identify consumers demands and satisfy their needs (Hoyer, 2014). Therefore, the field of consumer behaviour is the study of individuals, organisations or groups and the processes they use to select, use and dispose products, services or experiences in order to satisfy needs and the impacts that these processes have on the consumer and society (Hawkins and Mothersbaugh, 2010:6). As Kotler and Keller (2009:190) appointed, a consumers behaviour is affected by three different factors: cultural, personal and social factors. There are many different kinds of factors, under each of these three categories. Throughout this study, I will examine the trends and factors that shape the consumer behaviour and how they influence consumers decisions. According to Solomon et al. (2006), culture is a mixture of meanings, norms, rituals and traditions shared by an organisation or a society. As Blackwell et al. (2006) mentioned, culture has a profound effect on how and why people, purchase and consume services and products. Culture has an impact on how people buy, as well as, influences the structure of consumption and the individual decision making process (Jobber and Ellis-Chadwick, 2013). Therefore, as Kotler and Keller (2009) stated, culture and specifically subculture, is one of the factors which has an impact on how consumers search for information. Also, culture affect how consumers make purchase decisions, during the need stage and the alternatives stage in the decision making process (Jobber and Ellis-Chadwick, 2013). Subculture is also a part of culture, which influences the way, people act as consumers. A subculture is a culture within a broader culture, which has its own separate beliefs and values (Kotler and Keller, 200 9). Moreover, LOrà ©al, which is one of the worlds largest cosmetic companies, is tailored their products regarding to consumers culture (Noel, 2009:49). As Solomon et al. (2014) reported, another factor which is involved in the cultural factors, is the social class. Social class, affect the purchase decision and consumer behaviour, because different products and services are appropriate for certain social classes. Consumers can make their decisions, regarding to their social class, which is influenced by the culture of each individual (Blackwell et al., 2006). Lifestyle, age, occupation, income, personality and self-concept are all located in the personal factors category. As Mowen and Minor (1998) stated, lifestyle denotes how people live, how they allocate their time and how they spend their money. Personality refers to the internal characteristics of a person and therefore through that characteristics, consumer make their consumption choices. Also, personality consists of distinctive patterns of behaviours that make one individual different from another (Hoyer and MacInnis, 2008). According to Hawkins and Mothersbaugh (2010), there are many theories of personality but the most useful is the Trait Theory. Therefore, Trait Theory examines personality as an individual difference. As people have different personalities, they have as well as different consumption choices. Age and occupation are another factors which play a major role on the consumer behaviour, because each age has different preferences and also for people who have different occupations, they have different consumption decisions. The income of each person has an impact on what they buy and from which shop. The income is a major factor in the consumer behaviour, because regarding to the income people choose their products or brands (Hoyer and MacInnis, 2008). Finally, the last personal factor that it will be discussed is the self-concept. As Hoyer and MacInnis (2008) added, self-concept is how people view others people and how people view themselves. When people buy something, it says something about themselves and about their identity. As a result, through the purchase decision, consumers influence by the self-concept. Belonging to groups and trying to fit in, it is assumed that affect every stage of the consumer decision making process (Blackwell et al., 2006). As Park and Lewsig (1977) noted, the behaviours, values and attitudes of the group are perceived to have relevance upon the behaviours, evaluations and aspirations of another individual and as a result, reference group has a significant impact on consumers behaviour. Reference group is defined as any person or group of people who influences an individuals behaviour (Blackwell et al., 2006).Therefore, reference groups can be individuals, such as athletes, political leaders or celebrities. Hoyer (2014) pointed that, other peoples opinions will affect consumers decision making by becoming judgment standards.Such groups, affect people by creating socialisation of individuals, which it is important in developing self-concept and provide a benchmark for comparing each other. Celebrities grab attention, communicate effectively with consumers and a s a result, they create awareness (Blackwell et al., 2006). Consumers may emulate with celebrities, by using the endorsed products and this, has a huge impact on their consumption decisions. Another personal factor, is the role of the family and how family affect the buying decisions. Finally, as Kotler and Keller (2009) demonstrated, status in the society is another factor. For instance, consumer behaviour is influenced by each persons social class and by the concept of a taste culture. In understanding the consumption choices among the social class, it is important to take into consideration the concept of a taste culture which differentiate people in terms of their aesthetic and preferences (Solomon et al., 2014). While, this study is presented the factors that affect consumer behaviour, in the following section it will be discussed the phenomenon of celebrities and how they influence consumers about their consumption choices. Therefore, it will be noted the role of celebrities and how companies select the celebrity who wish to endorse their brand or their product. 2.3 Celebrity Endorsement Competition today is a fierce. In todays competitive world, marketers need to do their products more memorable and more appealing. In order to achieve this, they use celebrity representative. Through the product diversity and the rivalry of services and products, celebrity representative become more and more popular in todays modern marketing (McCracken, 1989). Researchers have noted that, companies spend huge amount of money in paying celebrities to endorse their products and brands (Erdogan 1999; Agrawal and Wagner 1995; Gabor et al. 1987; Mathur et al. 1997; Kaikati 1987). Using celebrities in advertising was originated since mid- nineteenth century. Dates back to the mid nineteenth century, Cadbury received their first Royal Warrant on 1854 as manufacturers of cocoa and chocolate to Queen Victoria. During the year 1854, Queen Victoria agreed to lend her face to one of the print advertisements of Cadbury (Erdogan, 1999). Erdogan (1999), published a table which shows the percentage change in the number of advertisements that use endorsers over the last thirty years. Figure 1: Estimates the utilising celebrity endorsers in all commercials The figure 1 below, was taken from the academic article of Erdogan (1999: 291). In 1979, Erdogan claimed that the usage of celebrity endorsers was estimated as one in every six advertisements. In 1988, was estimated as one in every five advertisements and by 1997, advertisements used some form of endorsers had risen to 25% (Erdogan, 1999). As Shimp (1997) reported, 25% of US advertisements had celebrity endorsers. Therefore, between two and three billion dollars were spent on celebrity advertising in 2006 in USA only (White et al., 2009). Over the years, the usage of celebrity endorsers has dramatically increased. As McCracken (1989) mentioned, a celebrity endorser is defined as any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement. Although, this definition was defined in 1989, it is still relevant today and it has been used by many researches. Nowadays, the majority of companies are using celebrity endorsement as form of marketing communication, in order to add some valu e to the promoted products and influence consumers to make a purchase. Recent research findings have shown, that 8 out of 10 TV commercials scoring the highest recall are those with celebrities appearances (Mukherjee, 2009). Celebrity endorsers may be entertainers such as, actors, actress, models, singers or even athletes, business people and politicians (Hsu and McDonald, 2002). Therefore, the selection of a celebrity endorser is a really significant decision (Ohanian, 1990). Previous studies on celebrity endorsement have examined the relationship between the endorser and the credibility. For a celebrity to be attractive, consumers need to trustworthy and believe what the celebrity say something about the product. An attractive celebrity will be more credible and attractive by the audience (Miciak and Shanklin, 1994). As Miciak and Shanklin (1994) examined, a celebrity should meet five characteristics. She or he needs to be trustworthy, recognisable by the target audience, affordable, at little risk for negative publicity and match with the audience. Therefore, credibility is the primary reason, for choosing a spokesperson. The most important dimensions of credibility, are expertise of the product, or t rustworthiness. If a celebrity is credible, then the consumers may intend to mimic a celebritys appearance, and buy the product endorsed (Miciak and Shanklin, 1994: 54). Experts claimed, that a celebritys values, appearance and image, must be relevant with the product endorsed. For example, LOrà ©al uses Beyoncà © Knowles to endorse the beauty line of the company, because she is such, a suitable and influential person for promoting beauty products. She has many positive characteristics, which gives to the products a good taste. Moreover, Beyoncà ©, such an extremely positive endorser, has a womanly shape body and a beautiful face, which influence consumers effectively. All these physical characteristics, connected to create the need in consumers mind and buy a beauty product, in order to be attractive and sexy like Beyoncà © (Miciak and Shanklin, 1994). Celebrities play a vital role in the mind of consumers, and they are influential people who can persuade consumers, to buy prod ucts through their characteristics. In the following paragraph, the role of celebrity endorsement will be presented. According to Kanungo and Pharg (1973), the usage of people in advertising gives a more meaningful social context for the product and also, provokes more emotional reactions from the consumer, towards the product. People who are good looking, attractive and appealing used as endorsers by advertisers and celebrities will be in this particular group. As Audi et al. (2015) mentioned, celebrity endorsement research has revolved around five themes: celebrity meaning transfer (McCracken, 1989), celebrity attractiveness, celebrity credibility, celebrity impact on consumers and brands (Ohanian, 1991) and the Match-up hypothesis (Kamins, 1990). Figure 2: Meaning Movement and the Endorsement Process Source: McCracken 1989 The figure 2 was taken from Erdogan (1999: 306). McCracken (1989) demonstrates a Meaning Transfer Model which is made out of three stages. Moreover, it is one of the most important theories which is used to explain and describe the effectiveness of celebrity endorsement. Celebrity endorsers bring their own symbolic meanings to the endorsement process and that meaning is associated with the celebrity and it is initially transferred from the endorser to the brand. This process starts with the formation of celebrity image, continues with the transfer of meaning from the celebrity to the product and then finally, it ends with the transfer meaning from product to consumers (McCracken, 1989). As McCracken (1989) claimed, advertising is the best way of moving meanings from culture, to consumers and to goods. Therefore, the second component of celebrity endorsement is the celebrity attractiveness. Through the attractiveness of celebrities, Atkin and Block (1983), mentioned that attractiveness, is one of the reasons why famous endorsers are influential. While physical attractiveness is a characteristic of celebrities, they are considered as credible people, when they are endorsed a beauty product. Their role is to transfer the good taste, to consumers and persuade them to buy it. According to Mukherjee (2009) and Ahmed et al. (2015), attractive celebrities are more influential than people who are not attractive. Physical attractiveness is really important in cosmetics industries. For example, physical attractiveness might be useful when selling a beauty product but not when selling a computer (Silvera and Austad, 2004). Furthermore, Patzer (1983) states that an attractive endorser can make consumers have better purchase intention, and preference and that credible endorser can influence the brand image, brand equity and buying intention. Finally, celebrities can increase the profit of a company and as well as the product sales (Elberse and Verleun, 2012). Celebrity credibility is the third aspect that a celebrity need to possess. Credibility is about two different components, which are expertise and trustworthiness (Ohanian, 1991). According to Silvera and Austad (2004), trustworthiness is defined, as the general believability of the endorser and the believed willingness of the spokesperson to make those claims. Moreover, Friedman et al. (1979) mentioned that trustworthiness is the major important aspect of credibility, because trust is in correlation with the credibility of endorser. The second component of celebrity credibility, is the expertise. Expertise, relates to the product knowledge of the endorser, and also the validity of her or his claims, regarding to the product (Silvera and Austad, 2004). Ohanian (1991), found that the expertise of a celebrity increases the need for consumers, to buy the product or brand so, it is a main element for a celebrity to be expert on the particular product. Celebrities, may be credible, when t hey are endorsing a product relating to their expertise. For instance, a beautiful model endorsing cosmetics or other type of beauty product. Moreover, the usage and the role of celebrity endorsement is really remarkable. Audi et al. (2015), state that, celebrities through their big names, may help the advertisements emerge from the huge number of advertisements, and also enhance their ability to communicate. Furthermore, celebrities can create public relations, base for the brands and under the right circumstances, they legitimize the high expenses of promotions (Audi et al., 2015). Celebrities role is to persuade to buy a product even if consumers worried about the social acceptance or others opinions. The role of a celebrity, is to persuade consumers, that the product is useful and through their expertise, influence them to try it. As Anjum et al. (2012) claimed, celebrities are people who are knowledgeable, influential and also reliable. As Ohanian (1990) noted, a celebrity endorser need to have a deep professional experience and knowledge, in order to endorse a product effectively. Through the knowledge and by providing consumers with information about the product, consumers are influenced by celebrities. Therefore, celebrities are influential, and they are the best way of persuading consumers, due to their high profiles, high lifestyle and fame. When celebrities endorse brands or products, they create brand loyalty, by enhancing the brand name and product quality (Hollis, 2008). As Kamins (1990) suggested, celebrities need to fit with the product being endorsed. It has examined that, celebrity endorsement is more effective, when the characteristics of the celebrity, are well fitted with the endorsed product (Kamins 1990; Kahle and Homer 1985). Moreover, as an example, it is claimed to be more influential when a famous and beautiful model endorse a beauty product than a computer. Celebrities have their own character istics and based to their characteristics, they are suitable to endorse specific products. For instance, in the beauty industry, advertisers have frequently selected celebrities regarding to their physical attractiveness, in order to express their beauty towards the products and have an impact on consumer decision making process. An attractive and knowledgeable celebrity, will be informed the consumers about the product effectively, and gain the attention of consumers. In addition, Kamins (1990) mentioned, that the match-up hypothesis need to be positive, in order to achieve a successful advertisement. Advertisers need to find a positive endorser in order to avoid such conflicts. As Amos et al. (2008) stated, negative information about a celebrity had a huge impact on the effectiveness of an advertisement. Having an example, Kate Moss who has endorsed many brands as a famous and successful model. She is a well-known model for endorsing Rimmel and as well as, other cosmetic brands. Kate Moss, was found to be a drug user, and many cosmetic companies stop their contracts with the model. Chanel decided not to renew her contract, which was  £750000 for a year, in order to no longer be the face of their perfume. They stopped her contract through the bad image that Kate Moss has (Matthews, 2005). It is really important, that the celebrity endorser have a positive and good name in society, otherwise the brand image will be damaged, as consumers will conn ected to their face and personality that they have done with the brand. 2.4 Celebrity Endorsement and Beauty Products In cosmetic industry, advertising with famous models and spokesperson is often used to allure people to purchase different products. Advertising is useful in building brand equity, and spokespeople might become associated with a brand in memory (Keller, 1993). Solomon et al. (2006:186), states that the French cosmetic company LOrà ©al persuades many women to purchase their products by promising them the feeling of Parisian chick and associating their products with sexy spokeswomen. LOrà ©al as a cosmetic company try to sell a brand to consumers and as well as an image which is associated with some qualities or characteristics. In other words, LOrà ©al in order to achieve this, the company uses celebrities as spokespeople to present their cosmetic brand. Celebrity endorsement, is highly used in cosmetics advertisements, which the company intends to transfer the perfection, beauty and elegance the celebrity presents to the consumer (Audi et al., 2015). As Choi et al (2005) noted, that celebrities enjoy high profile and glamorous images in the eyes of the public through the mass media which saturated with information and images about celebrities. Celebrity figures draw consumer attention, create and differentiate product images and generate high recall rates. As a result, celebrity endorsement it has been proven from many researchers that it is a valuable strategy (Erdogan 1999; Agrawal and Kamakura 1995; Marhur et al. 1997; Gabor et al. 1987; Rangan 1997). As Ahmed et al. (2015) and Mukherjee (2009) claimed, celebrity endorsed advertisements are more attractive than the non-celebrity endorsed. They highlighted that celebrity endorsement has an impact on buying and attitude intention. It is also considered, that consumers prefer to buy the products which are endorsed by celebrities and that celebrity endorsement advertisements boost the sales of a product (Ahmed et al. 2015; Mukherjee, 2009). Rimmel and LOrà ©al are both used celebrity endorsement in order to maintain their popularity and image. Both beauty industries, used many different female celebrities from Cheryl Cole to Beyoncà © Knowles and Rimmel is best known for using Kate Moss to endorse their products. As Cashmore (2014) stated, LOrà ©al spent over $1.7 billion a year for its advertisements. By using celebrities in the advertisements, create the need to consumers and make them buy the product because will make them like the celebrity who endorse it. For instance, take an example of mascaras. Each company sold mascara but pretty much the same, with only difference be the brush which give to lashes volume or make them appear longer. Penelope Cruz who is endorsing Lancà ´mes mascaras, she may not use that particular mascara but consumers buy it because they believe that it must be good if such a high profile celebrity is seen to be using it. If it was endorsed by a non-celebrity then maybe consumers think th at it is not a good mascara (Cashmore, 2014). Klaus and Bailey (2008) described that men and women respond differently to advertising and that women are more sensitive and responsive than men. They also found that women are willing to believe the claims of advertisers more easily than men (Klaus and Bailey, 2008). This study is focused on females, and on beauty products, and as it is stated above, women are more willing to believe what an advertisement claim. Therefore, the majority of women when they see advertisements with unrealistic images of beauty, they feel low self-confidence, low self-esteem and also anxiety. Furthermore, women feel unhappy with their appearance and with their body and in order to, handle their appearance they use cosmetics, or different forms of beauty, such as hair care products, skin care products and perfumes. There are many advertisements that show the intangible beautiful image to women of all shapes, sizes and age. Technology is a key element, in the world today, and it plays a major role in almost everything. Due to the technological advantages today, photo-shopped, computer enhanced models in advertisements, societal expectations, and standards of beauty has changed. Society has built up impossible standards of beauty, and as a result, women feel unhappy and disappointed with their appearance. From a young age, girls want to improve their appearance and their attractiveness by using beauty products. Cosmetics are an easy way to improve and solve temporarily some beauty problems. Furthermore, Cash and Cash (1982), conducted a research which was about Womens Use of Cosmetics and they found that, self- consciousness is positively related with using cosmetics. Another study was conducted by Beausoleil (1992), was about the cosmetics and that nowadays cosmetics and beauty products in gener al, become an easy way of measuring the standards of beauty. Well-known sociologist, Jean Kilbourne (2000) argues, that women feel pressure by the beauty standard. Cosmetics advertisements encourage women to buy beauty products, in order to give them the chance to achieve the beauty standard. In order to achieve this, beauty industries use celebrities, and famous models and especially attractive people, to endorse their product or their brand. Cosmetics advertisements, make women feel unhappy and unsatisfied with their body and appearance. After watching advertisements, women feel more dissatisfaction and unhappy with their appearance. Advertisements, work more effectively when they are trying to sell a beauty product which can make women look better. Moreover, cosmetics companies may cause women the feeling of insecure and as a result, offer them that particular product so they have a solution to their problem. Cosmetics advertisements use retouch images in order to make models appear more perfect than they are in the reality. Kilbourne claim s that women are more likely to purchase a product when they see an advertisement for the product. For instance, a woman who sees an advertisement about a mascara, but would still be more likely to buy a mascara. Previous researches have shown, that celebrity endorsement influence females to buy beauty products (Ingavale 2016; Vidhya and Tamizhyothi, 2014). Ingavale (2016), was conducted a research, on the perceptions of young consumers, towards celebrity endorsement and how they are influenced by them. The study was conducted only for cosmetics, and she found that, celebrity endorsers create an impact on how consumer choose what cosmetics to buy. She claimed that, 70% of her respondents were agreed, that celebrity endorsed advertisements are more attractive than non-celebrity endorsed advertisements. Through her research, she found that, television media is defined as the most effective media for celebrity endorsed advertisements by 78.6%. She also presented, that the preference of consumers for the cosmetics endorsed by celebrities is influenced by the sense of similarity between celebrity and customer, familiarity, trustworthiness and relevance of celebrity to the product (Ingavale, 2016). Therefore, in Vidhya and Tamizhyothis (2014) research, was found that, consumer attitude was influenced, by many factors in order to select their cosmetics. For instance, they stated that, when consumers feel stressful, they buy a cosmetic or a beauty product or even when they feel financially comfortable. According to Vidhya and Tamizhyothi (2014), packaging causes consumers to buy cosmetics products. Finally, some consumers claim, that they purchase cosmetics products at discounted rates or when they like them at first sight (Vidhya and Tamizhyothi, 2014). 2.5 Conclusion To summarise, the aim of this research project is to explore how celebrity endorsement affects young female consumers, between 18-34 years old to purchase beauty products. To guide my analysis, my research questions are as follows: What factors affect young female consumers decision making on choosing beauty products? To what extent celebrity endorsement on beauty products affects young female consumers preferences?

WHO CAN CATCH A LIAR?’, Ekman and O’Sullivan, 1991. Essay -- English L

WHO CAN CATCH A LIAR?’, Ekman and O’Sullivan, 1991. What is the definition of lying or indeed deception? Well deception can be defined in many ways, but it was termed by Vrij (Vrij, 2000, p.6) as a successful or unsuccessful deliberate attempt, without forewarning, to create in another a belief, which the communicator considers to be untrue. Telling lies is a daily life event, which varies in quite complex ways depending on the situation the person is in and the person being lied to. People lie for all kinds of reasons. However half the lies are either self–orientated, and are therefore intended to make the liar appear better or to gain personal advantage (DePaulo et al., 1996). Self– orientated lies consist of people lying in order to avoid punishment, to make a positive impression on others or to protect themselves. Some lies are other–orientated, to make another person feel better or for another’s benefit. How can you tell if someone is lying to you? People generally believe that nonverbal cues to deception exist and they know what these cues are; but how accurate are people at detecting lies? In laboratory studies concerning detection of deception, observers are given videotaped or audiotaped statements of various people who are either lying or telling the truth. After each statement the participant is asked to judge whether the statement are true or false. In most studies reported, people have not been very good at judging when people are lying. Average accuracy in detecting deceit has rarely been above 60% with 50% being chance and most people have performed below 50%. Studies revealed that in three separate experiments conducted by Kraut and Poe (1980) DePaulo and Pfeifer (1986) and Ko... ...ussed in the appropriate section of the study, therefore this could be an area that could be further explored in the future. On the whole in conclusion, the study has established the extent to which people are able to detect lies by observing physiological responses. Mistakes in lie detection are inevitable, but perhaps with the correct training, experience and motivation we may become specialists in detecting lies. But is this possible?. In my opinion in both theoretical and practical terms; this is a sound work on a vital subject. Although room for further research is needed. REFERENCES ---------- Aldert Vrij, (2002) ‘Telling and Detecting Lies’ chapter 4, in Nicola Brace and Helen Westcott (ed) ‘Applying Psychology’ The Open University Journal article – Paul Ekman and Maureen O’Sullivan (1991) ‘Who Can Catch A Liar’ Vol.46, no 9, pp.913-930

Christian Worldview

America is now suffering from a Great Recession which was initiated by atheistic US bankers. As the Telegraph reports, â€Å"Dr John Sentamu, the Archbishop of York, attacked exploitative money lenders who pursued ‘ruthless gain’ and urged banks not to ‘enrich themselves at their poor neighbours' expense’. † Their worldview is dominated by money. They believe in the survival of the fittest, and they think that they can get away with anything. Their philosophy is to conquer or be conquered, to exploit anyone and everyone; and morals are only for the weak.But I look at the world through the lens of a Christian, and I believe that my faith in God, my belief in absolute truth and my definition of morality based on God’s word—the Holy Bible—will make my life successful and happy. For greedy American bankers, God does not exist, but for me, He lives in my heart. They say that God is a figment of my imagination, and there is no proof tha t God exists. As Psalms 53:1 points out, â€Å"The fool says in his heart, ‘There is no God. ’ They are corrupt, and their ways are vile† (New International Version).But for me, the suffering that they have now brought to themselves is proof that there is someone out there more powerful than anyone. As Psalm 19:1 asserts, â€Å"the heavens declare the glory of God; the skies proclaim the work of his hands. † The consequences that they will face under President Obama will be evidence that justice under God will prevail. As Isaiah 51:5 says, â€Å"My mercy and justice are coming soon. My salvation is on the way. My strong arm will bring justice to the nations. All distant lands will look to me and wait in hope for my powerful arm† (New Living Translation).And the happiness and contentment that I will enjoy throughout my life by trusting God is a confirmation of His reality and love for those who trust Him. Indeed, â€Å"All you who fear the LORD, tru st the LORD! He is your helper and your shield. † While greedy bankers may also believe in the relativity of truth, I consider it to be absolute. These people think that truth depends on perspective, just as beauty lies in the eye of the beholder. They claim that what is â€Å"evil† for me is â€Å"good† for them.They think that the whole idea of â€Å"good† and â€Å"evil† is subjective, and that it is for the â€Å"greater good† that they do all these â€Å"evils. † But I believe that good and evil are absolute. They have done evil, and that is the absolute truth, whether they like it or not. People all over the world, the majority of mankind, agree with me. The world is one in condemning them as evil. While these bankers define right and wrong based on their own â€Å"rational† thinking, I believe that only God, through his word, the Bible, can define morality.People who claim to think logically ask questions such as: â€Å" If you and your family were thrown overboard a sinking ship, and you could save only one person, either your mother or your husband who both can’t swim, who would you choose? † But in a real-life situation involving one’s family, real people don’t depend on logic like robots. Indeed, I would pray to God and attempt to save them both. I have faith that God will save us all, and faith is more powerful than logic.In the end, my Christian worldview, defined by my trust in God’s existence, my refusal to believe in the relativity of truth, and my faith in God’s Word as the ultimate resource for defining right and wrong, is my path to salvation. How I wish that everyone else can also see through my lenses. References Holy Bible: New International Version. (1978). Grand Rapids: Zondervan. Holy Bible: New Living Translation. (2007). Carol Stream: Tyndale House Publishers. Moore, M. (25 Dec 2008). Religious leaders blame bankers' greed for financial cr isis. The Telegraph.

The Aufbau Principleâ€Definition, Rules and Exceptions

The Aufbau Principle- Definition, Rules and Exceptions The Aufbau principle, simply put, means electrons are added to orbitals as protons are added to an atom. The term comes from the German word aufbau, which means built up or construction. Lower electron orbitals fill before higher orbitals do, building up the electron shell. The end result is that the atom, ion, or molecule forms the most stable electron configuration. The Aufbau principle outlines the rules used to determine how electrons organize into shells and subshells around the atomic nucleus. Electrons go into the subshell having the lowest possible energy.An orbital can hold at most 2 electrons obeying the Pauli exclusion principle.Electrons obey Hunds rule, which states that electrons spread out before they pair up if there are two or more energetically equivalent orbitals (e.g., p, d). Aufbau Principle Exceptions Like most rules, there are exceptions.  Half-filled and completely filled d and f subshells add stability to atoms, so the d and f block elements dont always follow the principle. For example, the predicted Aufbau configuration for Cr is 4s23d4, but the observed configuration is actually 4s13d5. This actually reduces electron-electron repulsion in the atom, since each electron has its own seat in the subshell. Aufbau Rule Definition A related term is the Aufbau Rule, which states that the filling of different electron subshells is by order of increasing energy following the (n 1) rule. The nuclear shell model is a similar model that predicts the configuration of protons and neutrons in an atomic nucleus.

How to Extract Caffeine From Tea

How to Extract Caffeine From Tea Plants and other natural materials are sources of many chemicals. Sometimes you want to isolate a single compound from the thousands that may be present. Here is an example of how to use solvent extraction to isolate and purify caffeine from tea. The same principle may be used to extract other chemicals from natural sources. Caffeine From Tea: Materials List 2 tea bagsDichloromethane0.2 M NaOH (sodium hydroxide)Celite (diatomaceous earth - silicon dioxide)HexaneDiethyl ether2-propanol (isopropyl alcohol) Procedure Extraction of Caffeine: Open the tea bags and weigh the contents. This will help you determine how well your procedure worked.Place the tea leaves in a 125-ml Erlenmeyer flask.Add 20 ml dichloromethane and 10 ml 0.2 M NaOH.Extraction: Seal the flask and gently swirl it for 5-10 minutes to allow the solvent mixture to penetrate the leaves. Caffeine dissolves in the solvent, while most of the other compounds in the leaves do not. Also, caffeine is more soluble in dichloromethane than it is in water.Filtration: Use a Buchner funnel, filter paper, and Celite to use vacuum filtration to separate the tea leaves from the solution. To do this, dampen the filter paper with dichloromethane, add a Celite pad (about 3 grams Celite). Turn on the vacuum and slowly pour the solution over the Celite. Rinse the Celite with 15 ml dichloromethane. At this point, you may discard the tea leaves. Retain the liquid you have collected it contains the caffeine.In a fume hood, gently heat a 100-ml beaker containing the washings to evaporate the solvent. Purification of Caffeine: The solid that remains after the solvent has evaporated contains caffeine and several other compounds. You need to separate the caffeine from these compounds. One method is to use the different solubility of caffeine versus other compounds to purify it. Allow the beaker to cool. Wash the crude caffeine with 1 ml portions of a 1:1 mixture of hexane and diethyl ether.Carefully use a pipette to remove the liquid. Retain the solid caffeine.Dissolve the impure caffeine in 2 ml dichloromethane. Filter the liquid through a thin layer of cotton into a small test tube. Rinse the beaker twice with 0.5 ml portions of dichloromethane and filter the liquid through the cotton to minimize the loss of caffeine.in a fume hood, heat the test tube in a warm water bath (50-60 Â °C) to evaporate the solvent.Leave the test tube in the warm water bath. Add 2-propanol a drop at a time until the solid dissolves. Use the minimum amount required. This should be no more than 2 milliliters.Now you can remove the test tube from the water bath and allow it to cool to room temperature.Add 1 ml of hexane to the test tube. This will cause the caffeine to crystallize out of solution.Carefully remove the liquid using a pipette, leaving the purified caffeine.Wash the caffeine with 1 ml of a 1:1 mix of hexane and diethyl ether. Use a pipette to remove the liquid. Allow the solid to dry before weighing it to determine your yield. With any purification, its a good idea to check the melting point of the sample. This will give you an idea of how pure it is. The melting point of caffeine is 234 Â °C. Additional Methods Another way to extract caffeine from tea is to brew tea in hot water, allow it to cool to room temperature or below, and add dichloromethane to the tea. The caffeine preferentially dissolves in dichloromethane, so if you swirl the solution and allow the solvent layers to separate. you will get caffeine in the heavier dichloromethane layer. The top layer is decaffeinated tea. If you remove the dichloromethane layer and evaporate the solvent, you will get slightly impure greenish-yellow crystalline caffeine. Safety Information There are hazards associated with these and any chemicals used in a lab procedure. Be sure to read the MSDS for each chemical and wear safety goggles, a lab coat, gloves, and other appropriate lab attire. In general, be aware the solvents are flammable and should be kept away from open flames. A fume hood is used because the chemicals may be irritating or toxic. Avoid contact with sodium hydroxide solution, as it is caustic and can cause a chemical burn on contact. Although you encounter caffeine in coffee, tea, and other foods, it is toxic in relatively low doses. Dont taste your product!

Social impact of the DIAMOND INDUSRTY Essay Example | Topics and Well Written Essays - 250 words

Social impact of the DIAMOND INDUSRTY - Essay Example Diamond stones additionally may be structured under the high weights and temperatures at the site of shooting star sways. The precious stones structured throughout an effect may be generally junior, however a few shooting stars hold star dust, garbage from the demise of a star, which may incorporate jewel gems. One such shooting star is known to hold small precious stones in excess of 5 billion years of age. The bonds are framed when carbon is at high temperatures and under high weights. Characteristic precious stones are made where it counts down in the earth, about 180km underneath the surface, where high temperatures and weights exist commonly. Under the worlds hull is the shelf, which is made up of liquid shake, metals and different materials (Zoellner, 2007). Diamond stones are utilized for cutting glass and off and on again in the coarseness of streamlined sandpaper. Jewels are known for being the hardest characteristic known material on Earth. They must be scratched by an alternate precious stone consequently they are utilized for cleaning devices. Diamond mining or any kind of mining is obviously not reasonable. You burrow an opening; you take stuff out of the gap, and take it someplace else. In the long run, the gap uses up the stuff you were uncovering. That is not economical. In any case as a movement, precious stone mining might be made to help manageability. Firstly, we distinguish that advancement is important to dispense with destitution and to give monetary decisions to northern people groups (Davis, 1999). Incomes from Diamonds stones assume a key part in driving budgetary improvement. They are our single greatest investment affect, and invigorate development and venture. Our associations with governments and groups help us to change characteristic assets into imparted and enduring national fortune. The worldwide Diamonds stone industry utilizes in the ballpark of 10

Journal Article Review Essay Example | Topics and Well Written Essays - 750 words - 1

Journal Article Review - Essay Example This paper aims to discuss behavior learning theory in relation to student achievement. For this purpose article of A.W. Astin is used which critically discusses the learning behavior of learners along with different influencing factors. Summary of the article Importance of behavioral learning theory in institutions is often neglected and therefore student achievements are greatly compromised. In the article, â€Å"Student Involvement: A developmental theory for higher education† the researcher argues that there is a certain mechanism of behavioral learning theory which must be followed so as to increase the chances of student achievement. This behavioral mechanism typically deals with the social and academic development of students. For instance, students belong to a diverse group of individuals and hence their learning capabilities are entirely different and therefore they quickly absorb the behavioral pattern of one another. However, if the overall learning environment of t he institution is based on behavioral mechanism then it facilitates them to achieve something beyond their predefined goals (Astin, 1984). This can be further understood by analyzing the different behaviors of students such as the optimum level to which students work for their academic achievement, interests in different subjects and the overall environment which influences their studying behavior. But in this regard the behavior of intelligent students plays the most significant role. For instance, the sharp students within an institutional setting give huge academic challenge to average students while on the other hand they also facilitate them in overcoming certain academic hurdles through their behavior. This is highly beneficial for the overall student development as they begin to learn and compete with others at an early age. Therefore the school management is required to make such strategies which support and bring together distinguishing groups of individuals hence facilitat ing them in learning through behavioral theory. However, this strategy cannot be applied in all situations due to the risk of reverse affects. Institutional management plays a vital role in the overall implementation of behavior learning theory because students’ positive behavior and the relative changes are required to be motivated and reinforced. In addition to this the researcher explains that motivation is an essential part of behavior theory because it acts as a catalyst in advancing the overall goal achievement process. For instance, motivation through rewards actually results in student achievements whereas it also acts as a reinforcing agent (Astin, 1984). Discussion The learning needs of students all over the world have dramatically changed. Consequently the student involvement has become a greatest concern for educational institutions. In this article researcher has actually replaced the word ‘behavior’ with ‘involvement’ because he firmly believes that student involvement is greatly influenced by the behavioral learning theory. This can be substantiated on the basis of the fact that involvement itself is a behavior which critically defines an individual’s academic success. Hence increased student involvement is the optimal outcome of behavioral learning theory (Astin, 1984). This has been further justified by a clear emphasis on behavioral theory by stating that it does not only revolve around the