Omnivore's Delemma (Industrial Corn) Essay Example | Topics and Well Written Essays - 750 words

Omnivore's Delemma (Industrial Corn) - Essay Example Omnivore's Delemma (Industrial Corn) In 2010 alone, the United States spent $337 billion on the import of crude oil (Shenk, 2011), the U.S. being the largest consumer of oil, using 25.4% of the world’s oil production (Parry & Darmstadter, 2003). However, corn ethanol represents only 1.3% of the total fuel being used in the country for motor vehicles (Pimentel, 2009). Given the facts, it becomes obvious that the production and use of corn could actually help stabilize the economy, rather than being a burden on it. The production of corn being cheaper than the import of oil for the purpose of motor vehicle fuel, it would be prudent to focus on the former than the later. This, combined with the less emission of greenhouse gases, as already discussed, would not only reduce the cost of environmental protection, but would also result in a greener society. Corn and its products are the most demanded consumer product in the food market, either for direct consumption or for indirect consumption due to their use as ingredi ents in other food products. It can be argued that corn is a balanced and a complete diet source, since it offers proteins, carbohydrates, vitamins, minerals, and roughage, and corn oil itself is low in fats, so is often substituted for animal fats and oils. It has already been established that other protein sources like meat present a lot of health hazards, which have not been associated with the use of corn (Biello, 2008). Pollan makes an especial comparison between the cultivation of corn and grass in his book, and glaringly leans in favor of the grass-growers (2006). It could be pointed out that whereas grass itself has limited uses, and cannot be consumed as a food product, being cultivated for the sole purpose of animal feed, corn, on the other hand, has multiple and multi-dimensional purposes, and its cultivation not only provides with a food product, but also other industrial chemicals and products. Therefore, it is only wise to invest on a crop that can cater to a much larg er marker and has a much wider scope and potential. The huge demand of corn reflects on the social mindset and the prevalent lifestyle. To propose a radical and almost completely agonist lifestyle without this essential food ingredient would be to propose a revolution. Pollan might be safe in theory, but his opinions cannot be so readily implemented in reality. Therefore, a compromise could be proposed in which alternate food options are presented along with corn and its products for those customers who subscribe to Pollan’s opinions. This would mean that the market would cater to the popular demand while also taking care of the consumers who want a change. Pollan challenges the

Motifs in Bless Me, Ultima Essay Example for Free

Motifs in Bless Me, Ultima Essay The novel Bless Me, Ultima by Rudolfo Anaya describes the maturation of a boy named Antonio, who witnesses more than his fair share of deaths at a young age. He struggles with the injustices of these deaths and thus begins to question his once-solid religious beliefs. During the conflict Antonio experiences many vivid dreams, which are considered motifs in the work. The dream motif is a catalyst for the theme of the importance of independent thinking to maturation, because through his subconscious Antonio finds the understanding he craves by facing his fears and questioning his future. In many of Tony’s dreams he encounters his fears. One of these fears is that his three older brothers will go to hell, because they gamble and spend their time at Rosie’s, which is considered the whore house. In his dreams, Tony tries to protect their innocence: â€Å"Do not enter [Rosie’s], I cried. It is written on the waters of the river that you shall lose your souls to hell if you enter† (70). He is terrified that they will go to hell and be punished for eternity. Tony’s begging is to no avail; his brothers enter anyway. His troubled thoughts then turn to his own innocence: â€Å"Oh, where is the innocence I must never lose† (71). He struggles with the concept of maturing and losing the innocence he feels he needs to become a priest. As the novel progresses, however, Tony loses his innocence because of the many deaths he sees. He realizes that this is a given part of maturation, and that he can still hold integrity without innocence. Another struggle of Tony’s is the fact that he is caught in the middle of his parents’ dreams. His mother wants him to become a farmer-priest, and his father wants him to become a vaquero. In his sleep he struggles with which dream he will follow, and often see his parents arguing about it: â€Å"Oh please tell me which is the water that runs through my veins, I moaned my mother crooned softly, it is the water the Church chooses to make holy and place in its front. It is the water of your baptism Lies, lies, my father laughed, through your body runs the salt water of the oceans. It is that water which makes you Marez and not Luna† (120). Tony cannot understand which parent’s blood runs in his veins, and becomes more confused when they argue over it. However, in his dreams Tony most often sees himself as a priest: â€Å"I swung the dark robe of the priest over my shoulders then lifted my hands in the air† (26). It seems like this is the profession he will most likely choose. Throughout the novel Antonio yearns for understanding. He wants to know why God allows evil o triumph over good, and why the innocent sometimes die. In waking he cannot find the answers, but in dreams they come to him. When he questions in his sleep where his innocence is, Ultima appears in the dream and tells him, â€Å"There in the land of the dancing plains and rolling hills, there in the land which is the eagle’s by day and the owl’s by night is innocence. There where the lonely wind of the llano sang to the lovers’ feat of your birth, there in those hills is your innocence† (71). This shows Tony that he can always find innocence in nature. When Tony cannot decide which parent’s water runs in his veins, Ultima tells him, â€Å"The waters are one, Antonio† (121). He realizes that Luna blood and Marez blood mix in his veins. The answers in his dreams allow Tony to lessen his questioning in his waking world. Antonio’s dreams allow him to face his fears and think them through, which helps to eventually resolve them. Letting go of certain problems, such as his loss of innocence, helps him to mature. He discovers through his dreams that he does not have the blood of a Luna or a Marez; he has the blood of both. He also realizes that it is more likely that he will become a priest than a vaquero. With this understanding he settles on his future and makes his own decisions rather than being torn between those of his mother and father. When he learns to make his own decisions he matures into a man. Tony’s dreams guide him towards the theme of the importance of independent thinking to maturation.

Wilderness Empire :: essays research papers

In Wilderness Empire, Allen W. Eckert has given a sweeping and thorough look into the lives of key decision makers and the pivotal events leading up to and including the French and Indian War. Through Eckert’s educated insight, the reader is able to enjoy a look into a distant way of life made edifying through his portrayal of historical figures. Following the lives of William Johnson and his friend Tiyanoga, a powerful leader of The Six Nations, the reader is able to better understand a way of life that has long since been eradicated. Eckert provides portraits of the Ottawa warrior Pontiac and various French and English political leaders of this period. The reader recognizes and enjoys the appearance of a young George Washington and Ben Franklin. Eckert records the early life of the characters William Johnson and Pontiac. Through this glimpse of such different and simple beginnings, the reader has a better understanding of the scale of change that took place during this time in history. Johnson, born a poor Irish Catholic, is given the opportunity to come to the colonies where he became a wealthy land owner and a successful businessman. Johnson, who was known among the Indian tribes as a man of clear sight and honesty, developed a deep relationship with Tiyanoga, a principal chief among the Mohawks. Through this bond with Tiyanoga, Johnson gained knowledge of native culture that gave him strong political influence with the Indian League of Nations, also called the Iroquois League or The Six Nations. As Pontiac grew to manhood in a culture that is foreign to most modern readers, he became a formidable leader among his people as the Ottawa war chief. Wilderness Empire chronicles the relationship of the Iroquois League with the French and the English. As the tensions between the European powers grew, the Indians were courted by emissaries from both countries. The reader is provided with an astute portrayal of the corrupt political systems that were used to both influence and prejudice the Native Americans, even to the extent of conversion of the Indian tribes by the French to a bastardized version of the Catholic faith. With this perspective, readers are offered an understanding of the strength of the Native American people as a warring force in this conflict. The English and the French both knew that they would be defeated if their political opponents could win the support of the tribes. Wilderness Empire :: essays research papers In Wilderness Empire, Allen W. Eckert has given a sweeping and thorough look into the lives of key decision makers and the pivotal events leading up to and including the French and Indian War. Through Eckert’s educated insight, the reader is able to enjoy a look into a distant way of life made edifying through his portrayal of historical figures. Following the lives of William Johnson and his friend Tiyanoga, a powerful leader of The Six Nations, the reader is able to better understand a way of life that has long since been eradicated. Eckert provides portraits of the Ottawa warrior Pontiac and various French and English political leaders of this period. The reader recognizes and enjoys the appearance of a young George Washington and Ben Franklin. Eckert records the early life of the characters William Johnson and Pontiac. Through this glimpse of such different and simple beginnings, the reader has a better understanding of the scale of change that took place during this time in history. Johnson, born a poor Irish Catholic, is given the opportunity to come to the colonies where he became a wealthy land owner and a successful businessman. Johnson, who was known among the Indian tribes as a man of clear sight and honesty, developed a deep relationship with Tiyanoga, a principal chief among the Mohawks. Through this bond with Tiyanoga, Johnson gained knowledge of native culture that gave him strong political influence with the Indian League of Nations, also called the Iroquois League or The Six Nations. As Pontiac grew to manhood in a culture that is foreign to most modern readers, he became a formidable leader among his people as the Ottawa war chief. Wilderness Empire chronicles the relationship of the Iroquois League with the French and the English. As the tensions between the European powers grew, the Indians were courted by emissaries from both countries. The reader is provided with an astute portrayal of the corrupt political systems that were used to both influence and prejudice the Native Americans, even to the extent of conversion of the Indian tribes by the French to a bastardized version of the Catholic faith. With this perspective, readers are offered an understanding of the strength of the Native American people as a warring force in this conflict. The English and the French both knew that they would be defeated if their political opponents could win the support of the tribes.

Children in Victorian society Essay

Charles Dickens was born in Portsmouth in 1812. He lived a happy childhood. Everything was fine until 1824 when Dickens was 12 his father, John Dickens was sent to Marshalsea prison for debt. Dickens was put to work in the Warners blacking factory. When John Dickens left prison Dickens was told by his mother to stay on working at the factory. He found working there a humiliating experience but the good thing is it inspired much of his fiction in later life. Charles Dickens wrote ‘A Christmas Carol’ as a warning to London. London at the time was much divided, it was split into the poor and rich living, and there was no middle class. The rich would be VERY rich, would own masses of land, they would have extravagant clothes and foods with servants serving them their marvellous foods. Whereas the poor was VERY poor! The vast majority would be homeless, probably scavenge for food and all that they owned would be the clothes that they had on. The poor would be living on very dirty streets that were filled with disease and famine. On page 69 we get to see how bad these streets are as Dickens gives us a graphic detail of them. He describes the alleys and arches as cesspools. Cesspools were pits at the end of some (most) streets where all waste products were dumped – including human waste! This paragraph in the novel really shows us as the audience just how bad London was at the time. The warning was that: ‘If the children of today keep on growing up like they are, uneducated and neglected, the outlook for this country and its nation is a very bad one ‘ His very famous play ‘A Christmas Carol’ written in 1842 showed a great reflection of London society e. g. we had the poor and the rich – Scrooge (the main character) and tiny Tim (a disabled poor child. ) The character of scrooge was a very cold and lonely one. We can relate Scrooge to Dickens because scrooge had spent many Christmas’s alone at boarding school just like Dickens had at the factory. The boarding schools were very unpleasant places; they were lonely and very strict! Parents would send their children to them to get them out of the way until they were old enough to work; children were treated very badly in Dickens’ time. On pages 26 – 29 Dickens uses pathetic fallacy to describe Scrooge’s boarding school in his novel. Pathetic fallacy uses surroundings to create images of feelings. Dull red brick tells me that this is place is dull, boring and not the best of places to be. The whole passage uses different images to show us how truly bad this place is. He describes the place as damp, mossy, dreary – all these words are negative points. This shows us how depressing it must have been on the students e. g. Scrooge. The boarding school has had a dramatic impact in Scrooges life and has made Scrooge the way he is! His personality reflects the description of the school – the cold/upsetting environment has left Scrooge with a cold/icy personality. Dickens uses three ghosts to tell the story they show us the past, present and future of Scrooges life. The 1st ghost – Past This ghost takes us back to Scrooges time at boarding school, it shows him alone and neglected as other children go home for Christmas with their warm, loving families. Scrooge is described as a solitary child neglected by his friends (pg 26. ) The ghost also shows that after Scrooge leaves school he is very mean and because he is very lonely his only ‘friend’ is his money. We can see this in a scene with his girlfriend as he has to decide love of money, he chooses money and once again he is alone. The 2nd ghost – present This ghost introduces us to the Cratchit family waiting for Bob Cratchit and tiny Tim to get back from church. Tiny Tim is a young boy, he is very ill and likely to die soon, and this is all due to poverty not neglect because he has a very caring family! Tiny Tim is physically crippled and we see Scrooge as emotionally crippled from his childhood. The ghost then shows some of Scrooges family having a Christmas celebration without him. They are playing a guessing/description game where one person thinks of something and others have to guess what it is or who it is by asking questions. The game starts with someone describing this person as a savage animal living in London. Someone guesses it as ‘Uncle Scrooge’ He shows no emotion towards this and doesn’t care what anyone thinks of him. The ghost finally shows Scrooge two children, a boy and a girl. The boy represents ignorance and the girl represents want. Dickens sees the boy as the one to be scared of, he uses the boy to tell us that with the lack of education the boy will turn out much worse than the girl of want (poverty. ) When we are first introduced to the children, Dickens describes them as wretched objects, frightful, hideous, and miserable. From this I get the idea that Dickens is confused about what he wants to portray by these characters. Dickens then describes them as yellow, meagre, ragged, scowling, wolfish; but prostate too. He has now decided to portray both these children as frighteningly scary. These children really bring up dickens’ massage of a poor future The last ghost – future This ghost shows Scrooge some disturbing images in this stave, the stave starts off with people talking about a man who has died but people are quite happy about his death. They then see other people talking about what they have stolen from this dead man, just to get some money. Somebody has even stolen the sheets he was lying on. This shows that nobody really cares about the man that has died! This ghost shows Scrooge the Cratchit family again but they are no longer happy and cheery this is because Tiny Tim has passed away due to the poverty. Finally the ghost shows Scrooge a gravestone with his name on it, this when Scrooge realises that nobody does car about him and that he is alone. He has caused the suffering of the Cratchit’s with his evil greedy ways! Scrooge w.akes up on Christmas day and changes who he is and helps Tiny Tim and the Cratchit’s. I think that this story works very well because look where we are today, there is no longer much harsh poverty and all children are now educated in England. So I believe that this novel could have played a huge part in this transformation because I woke people up to just how bad things were going to be. Charles Dickens passed away suddenly in 1870 without finishing his final novel ‘The Mystery of Edwin Drood’

Exploring and Sharing Youth Work Practice

Exploring the Values and Principles of Youth Work â€Å"Youth work, enables, helps, encourages and celebrates young people’s achievements and efforts. It walks beside a young person on their journey to transition to the adult world. It does not judge but rather provides an open ended support at times and in places where no other service can. † Professor Ted Milburn, CBE President YMCA Scotland Youth work is a process of engaging and building relationships with young people and providing a safe, secure and fun environment where young people feel supported and valued.Young people are central to the planning and delivery of youth work as it responds to youth issues. This offers a range of opportunities and programmes that reflect the many different requirements such as age difference, gender, special needs and race enabling young people to fulfil their potential. The purpose of youth work is well defined in the Youth Work Manifesto 2011, and is as follows: †¢ build se lf-esteem and self-confidence †¢ develop the ability to manage personal and social relationships †¢ create learning and develop new skills encourage positive group atmospheres †¢ build the capacity of young people to consider risk, make reasoned decisions and take control of their lives †¢ develop a ‘world view’ which widens horizons and invites social commitment †¢ build the capacity of young people to influence local and national decision makers The values and principles that underpin youth work are: Young people choose to participate The young person takes part voluntarily. She/he chooses to be involved, not least because they want to relax, meet friends and have fun.The young person decides whether to engage or to walk away. The work must build from where young people are Youth Work operates on young people’s own personal and recreational territory – within both their geographic and interest communities. The young personâ€℠¢s life experience is respected and forms the basis for shaping the agenda in negotiation with peers and youth workers. Youth Work recognises the young person as a partner in a learning process It complements formal education, promoting young people access to learning opportunities which enable them to fulfil their potential.Youth Work safeguards the welfare of young people It provides young people with a safe environment in which to explore their values, beliefs, ideas and issues. Youth Work treats young people with respect It values each individual and their differences, and promoting the acceptance and understanding of others, whilst challenging oppressive behaviour and ideas. Youth Work is concerned with facilitating and empowering the voice of young people It encourages and enables young people to influence the environment in which they live.Youth Work respects and values individual differences It supports and strengthens young people’s belief in themselves, and their ca pacity to grow and to change through a supportive group environment. Youth Work is underpinned by the principles of equity, diversity and interdependence Effective Communication in Youth Work â€Å"We all use language to communicate, to express ourselves, to get our ideas across, and to connect with the person to whom we are speaking. When a relationship is working, the act of communicating seems to flow relatively effortlessly.When a relationship is deteriorating, the act of communicating can be as frustrating as climbing a hill of sand. † Chip Rose, attorney and mediator The act of communicating involves verbal and nonverbal components. The verbal component refers to the content of our message‚ the choice and arrangement of our words. The nonverbal component refers to the message we send through our body language. Some of the methods used to communicate are: Non Verbal CommunicationVerbal Communication †¢ Facial Expression (e. g. frown)†¢ Dialogue †¢ Bo dy Posture†¢ Presentation Hand Gestures†¢ Tone of voice †¢ Pictorial representations†¢ Written word †¢ Appearance (e. g. untidiness)†¢ Pacing and volume of voice Exchanging ideas and thoughts verbally with others is the most common form of communication. However, there can be barriers with this, especially within a youth work setting. Some of these barriers are: Language It is important not to use overly-formal language and jargon, which young people might not understand. Also be aware of the language young people might use, i. e. slang. Stereotypes and generalizationsYouth workers must be sensitive to the complexities of certain situations and should be open to different opinions and views and not see the world as black and white. Jumping to conclusions Youth workers should not assume to know the reasons behind events. It is important to have all the information. Dysfunctional responses Ignoring or not responding to a comment or question quickly underm ines effective communication with a young person. Also, responding with an irrelevant comment or interrupting others while they are speaking also creates a poor environment.Lacking Confidence Whether it is the youth worker or young person, lacking confidence can be a major barrier to effective communication. Shyness, difficulty being assertive, or lack of self-worth can hinder your ability to make your needs and opinions known to others Nonverbal Cues Nonverbal cues can block verbal communication. The wrong facial expressions or body language from a youth worker might put off a young person from opening up or continuing a conversation. Not ListeningNot listening constitutes a major barrier in verbal communication. If a young person thinks that you are not listening then they will not speak with you. Inconsistency Inconsistency can also blocks verbal communication. If you say one thing and then later change your stance, it might confuse or frustrate a young person. Verbal communicati on barriers can put a serious strain on relationships that ultimately need to be collaborative in order to most effectively meet the needs of our young people.Use of these â€Å"communication errors† results in increased emotional distancing between youth worker and young person and can result in conflict and a negative environment for everyone involved. Albert Mehrabian, a US Educational Psychologist, has developed a famous formula for how verbal communication works. The formula is: 7% of meaning is in the words that are spoken. 38% of meaning is in the way that the words are said. 55% of meaning is in facial expression and body language. The key message here is simple – It's not what you say, it's the way that you say it. Nonverbal Communication tableGesture | Common Interpretation | Hair Twirling | Flirting, nervous, uncertainty, incompetence| Placing your hand in front of your mouth | Insecurity, uncertainty| Rubbing your arm or leg | Nervous, uncertainty| Slumped posture | Can’t be bothered, low self-esteem, boredom, alienation| Open palms | Open, honest| Palms down | Serious, domination| Clenched fist | Angry, frustrated, aggression| Holding hands behind back | Hiding something, defensive| Wringing hands | Nervousness, anxious| Arms folded over chest | Annoyed, bored, uninterested, low self-esteem| Too little eye contact | Shy, dishonest, nervous, no confidence|Gesture | Common Interpretation | When exaggerated| Forward Lean | Interested, concern, affection| Troubled| Direct eye contact | Interested | Aggressive| Unique dress/hairstyle | Confident, creative | Attention seeking, confused| Upright posture | Confident | Feeling uneasy| Handshake | Friendly | Intrusive, eccentric, aggressiveAn assertive person has the ability to express the needs, wants and emotions in a controlled manner without violating the rights of others or being aggressive. Characteristics of an assertive person might include: †¢ Knowledge of their own right s †¢ Ability to initiate and sustain comfortable relationships with a variety of people †¢ Willingness to compromise †¢ Ability to discuss things in a controlled manner The difference between an assertive person and an aggressive person are as follows: Assertive =â€Å"Win, win† †¢ Expresses feelings and thoughts honestly and appropriately †¢ Shows respect for themselves and others †¢ Considers the rights and needs of others Can effectively influence, listen and negotiate so others co-operate willingly Aggressive = â€Å"winner, loser† †¢ Expresses feelings and thoughts in a way which violates the rights of others †¢ Shows disrespect for themselves and others †¢ Puts own needs above others and denies people choice †¢ Can negatively influence, not listen and not negotiate and make others do what they don’t want to do †¢ Puts own needs above others and denies people choice Interpersonal skills are the skills u sed when interacting with other people. In a challenging situation, effective interpersonal skills are essential. In a youth work setting, some of the skills a worker should have are: An ability to ‘read’ other people and build rapport †¢ Being able to ask useful questions †¢ You can more easily influence people †¢ You can handle conflict and challenging situations in constructive ways †¢ Show understanding With good interpersonal skills communication and relationships between young people and workers are enhanced. Building Relationships in Youth Work â€Å"The flexibility and skills of youth work staff enable them to get trust from young people†¦ in many instances for the first time that a young person has been able to trust an adult. I never cease to be amazed at how the youth work process can transform some of our most vulnerable young people and change their view of self and society in such a positive fashion. †Alex Linkston, CBE, Pri nce’s Trust Volunteer, retired CEO West Lothian Council and Chair of YouthLink Scotland. It is important to promote positive relationships with young people in youth work to: †¢ Provide learning and encourage success †¢ Ensure everyone is given a voice and feels heard †¢ Empower those with conflict to resolve it for themselves †¢ Preserve a sense of belonging and create positivity †¢ Develop and maintain mutual respect †¢ Build and repair relationships †¢ Develop world view and broaden horizons †¢ Build social skills and provide Life Skills Five qualities, which constitute a positive personal relationship, are: †¢ Trust †¢ Mutual respect †¢ Communication †¢ Understanding †¢ Familiarity/Common groundFive qualities, which constitute positive youth work relationships, are: †¢ Trust †¢ Approachable †¢ Non judgemental †¢ Good listener/empowering †¢ Respect So what are the differences between a personal relationship and a youth work relationship? – Even though the words used above to describe the two different types of relationships tend to be different they are quite similar in that they involve helpfulness and working together. In a professional relationship you often motivated by a task/goal (i. e. the young person’s learning, etc. ) that you are working together to complete and achieve. In a personal relationship the ultimate goal is happiness and building true trust.There are two main themes that emerge with some regularity when reading about relationships in youth work. These themes detail why positive relationships in youth work are important and are stated below: Education for relationship The ability to develop good and satisfying interpersonal relationships is seen as the main, or a major reason for fostering learning. This has been one of the main themes lying behind many informal educators concern with social education. Education through relatio nship Our relationships are a fundamental source of learning. By paying attention to the nature of the relationship between educators and learners, it is argues, we can make a significant difference.In particular, the quality of the relationship deeply influences the hopefulness required to remain curious and open to new experiences, and the capacity to see connections and discover meanings (Salzberger-Whittenberg et al. 1983: ix). Introduction to Planning and Evaluating Youth Work Plan (Needs & Aims) †¢ Describe why the youth work group/programme is needed by the young person and/or the community †¢ State who has identified the need for the group. (I. e. young person/Social work/ groups/partner organisations) †¢ Describe what the project is about in â€Å"broad terms†. State what the group is aiming to achieve. The need for a group can be identified through: †¢ Discussions †¢ Formal consultation †¢ Social Network surveys †¢ Partnership meet ings †¢ Community lead steering groups †¢ Statistics †¢ Government Policies Outline (Objectives/Implementations) List the objectives (specific aims) of the group and make a series of actions that will be put in place to ensure each of the stated objectives is achieved †¢ Describe how the objectives will be carried out/delivered How many beneficiaries/Age group/gender †¢ List who will benefit from the group (i. e. young person/social work/parents) †¢ List any information about the target group Resources (Funding, staff, etc. ) †¢ List any resources required such as money, staffing requirements, equipment, area, time and transport, etc. Partners Involved †¢ List any other agencies/partners that may be involved with the group/project such as police/SW/school/NHS Intended Experiences & Outcomes Describe how the group relates to the CfE capacities (Confident Individuals, Responsible Citizens, Successful Learners and Effective Contributors) †¢ Highlight the importance of the quality and nature of the participant’s experiences †¢ Describe the outcome of the group (i. e. what is to be achieved) †¢ Assess the progress in the learning plan and look at next steps Intended Impact (Data Definitions) †¢ Describe the purpose/point of the group. †¢ Describe how the group will have a positive effect on the all-round development and life chances of the young people involved Evaluation †¢ State how the group will be evaluated (i. e. participant feedback)

Functions with the T-Distribution in Excel

Functions with the T-Distribution in Excel Microsoft’s Excel is useful in performing basic calculations in statistics. Sometimes it is helpful to know all of the functions that are available to work with a particular topic. Here we will consider the functions in Excel that are related to the Student’s t-distribution. In addition to doing direct calculations with the t-distribution, Excel can also calculate confidence intervals and perform hypothesis tests. Functions Concerning the T-Distribution There are several functions in Excel that work directly with the t-distribution. Given a value along the t-distribution, the following functions all return the proportion of the distribution that is in the specified tail. A proportion in the tail can also be interpreted as a probability. These tail probabilities can be used for p-values in hypothesis tests. The T.DIST function returns the left tail of Student’s t-distribution. This function can also be used to obtain the y-value for any point along the density curve.The T.DIST.RT function returns the right tail of Student’s t-distribution.The T.DIST.2T function returns both tails of Student’s t-distribution. These functions all have similar arguments. These arguments are, in order: The value x, which denotes where along the x axis we are along the distributionThe number of degrees of freedom.The T.DIST function has a third argument , which allows us to choose between a cumulative distribution (by entering a 1) or not (by entering a 0). If we enter a 1, then this function will return a p-value. If we enter a 0 then this function will return the y-value of the density curve for the given x. Inverse Functions All of the functions T.DIST, T.DIST.RT and T.DIST.2T share a common property. We see how all of these functions start with a value along the t-distribution and then return a proportion. There are occasions when we would like to reverse this process. We start with a proportion and wish to know the value of t that corresponds to this proportion. In this case we use the appropriate inverse function in Excel. The function T.INV returns the left tailed inverse of Student’s T-distribution.The function T.INV.2T returns the two tailed inverse of Student’s T-distribution. There are two arguments for each of these functions. The first is the probability or proportion of the distribution. The second is the number of degrees of freedom for the particular distribution that we are curious about. Example of T.INV We will see an example of both the T.INV and the T.INV.2T functions. Suppose we are working with a t-distribution with 12 degrees of freedom. If we want to know the point along the distribution that accounts for 10% of the area under the curve to the left of this point, then we enter T.INV(0.1,12) into an empty cell. Excel returns the value -1.356. If instead we use the T.INV.2T function, we see that entering T.INV.2T(0.1,12) will return the value 1.782. This means that 10% of the area under the graph of the distribution function is to the left of -1.782 and to the right of 1.782. In general, by the symmetry of the t-distribution, for a probability P and degrees of freedom d we have T.INV.2T(P, d) ABS(T.INV(P/2,d), where ABS is the absolute value function in Excel. Confidence Intervals One of the topics on inferential statistics involves estimation of a population parameter. This estimate takes the form of a confidence interval. For example the estimate of a population mean is a sample mean. The estimate also possesses a margin of error, which Excel will calculate. For this margin of error we must use the CONFIDENCE.T function. Excel’s documentation says that the function CONFIDENCE.T is said to return the confidence interval using Student’s t-distribution. This function does return the margin of error. The arguments for this function are, in the order that they must be entered: Alpha – this is the level of significance. Alpha is also 1 – C, where C denotes the confidence level. For example, if we want 95% confidence, then we must enter 0.05 for alpha.Standard deviation – this is the sample standard deviation from our data set.Sample size. The formula that Excel uses for this calculation is: M t*s/ √n Here M is for margin, t* is the critical value that corresponds to the level of confidence, s is the sample standard deviation and n is the sample size. Example of Confidence Interval Suppose that we have a simple random sample of 16 cookies and we weigh them. We find that their mean weight is 3 grams with a standard deviation of 0.25 grams. What is a 90% confidence interval for the mean weight of all cookies of this brand? Here we simply type the following into an empty cell: CONFIDENCE.T(0.1,0.25,16) Excel returns 0.109565647. This is the margin of error. We subtract and also add this to our sample mean, and so our confidence interval is 2.89 grams to 3.11 grams. Tests of Significance Excel will also perform hypothesis tests that are related to the t-distribution. The function T.TEST returns the p-value for several different tests of significance. The arguments for the T.TEST function are: Array 1, which gives the first   set of sample data.Array 2, which gives the second set of sample dataTails, in which we can enter either 1 or 2.Type - 1 denotes a paired t-test, 2 a two-sample test with the same population variance, and 3 a two-sample test with different population variances.

The Afrikaans Medium Decree

The Afrikaans Medium Decree The South African Minister of Bantu Education and Development, MC Botha, issued a decree in 1974 that made the use of Afrikaans as a medium of instruction in black schools compulsory from Standard 5 onwards [from the last year of primary school to the last year of high school]. The African Teachers Association (ATASA) launched a campaign against the policy, but the authorities implemented it anyway. Northern Transvaal RegionRegional Circular Bantu EducationNorthern Transvaal (No. 4)File 6.8.3. of 17.10.1974To: Circuit InspectorsPrincipals of Schools: With Std V classes and Secondary SchoolsMedium of Instruction Std V - Form V1. It has been decided that for the sake of uniformity English and Afrikaans will be used as media of instruction in our schools on a 50-50 basis as follows:2. Std V, Form I and II2.1. English medium: General Science, Practical Subjects (Homecraft-Needlework-Wood- and Metalwork-Art-Agricultural Science)2.2 Afrikaans medium: Mathematics, Arithmatic, Social Studies2.3 Mother Tongue: Religion Instruction, Music, Physical CultureThe prescribed medium for these subject must be used as from January 1975.In 1976 the secondary schools will continue using the same medium for these subjects.3. Forms III, IV and VAll schools which have not as yet done so should introduce the 50-50 basis as from the beginning of 1975. The same medium must be used for the subjects relate d to those mentioned in paragraph 2 and for their alternatives. ...Your co-operation in this matter will be appreciated.(Sgd.) J.G. ErasmusRegional Director of Bantu EducationN. Transvaal Region ... The Deputy Minister of Bantu Education, Punt Janson, said: No, I have not consulted the African people on the language issue and Im not going to. An African might find that the big boss only spoke Afrikaans or only spoke English. It would be to his advantage to know both languages. Another official was quoted as saying: If students are not happy, they should stay away from school since attendance is not compulsory for Africans. The Department of Bantu Education said that because the government paid for black education, it had the right to decide on the language of instruction. In fact, only white education was totally subsidized by the government. Black parents in Soweto paid R102 (an average months wages) a year to send two children to school, had to buy textbooks (which were issued free in white schools), and had to contribute towards the cost of building schools.

College Entrance Essay Outline

College Entrance Essay Outline College Entrance Essay Outline If you are planning to enter college, a college entrance essay is probably something that disturbs you most of all. It is rather natural since your essay will influence much the admission committees decision on whether to accept or reject you. That is why planning properly your admission essay is your primary purpose. So, in this article you will find the guidelines that will help you produce an effective English essay writing outline. Before you start working out your college entrance essay outline, we advise you brainstorm a bit. Ask yourself the following questions that will help you get an idea of what components to include into your college entrance critical essay outline: Why do you prefer this very college to other academic institutions? What career goals do you have for the future? What plan do you have for realization of your goals? What area would you like to specialize in? Why do you think you will be successful at college? Read also: After that, you are ready to pass to your college entrance essay outline. Here are the guidelines that will help you work out an effective college entrance essay outline, thus, make a steady foundation for your essay: Take a big poster and write down your major purpose. It is up to you how to formulate it, as the college entrance essay outline is a draft only that serves you as a compass showing the direction to move by. For instance, you may write something like I want to enter this college because. There is certainly something that influenced your decision to enter this college. So, the first point of your college entrance essay outline is all about the evaluation of the significant experience, achievement, or even a person who helped you make the decision. The next item of your college entrance essay is all about the discussion of your personal, local, and international concern that is very important to you. Think of the concern that might reveal your character but not the one all people care about. Make notes. Finally, in your college entrance essay outline, make notes on the range of your academic interests. How could you contribute to the richness of the college campus community? Outline the range of your abilities and personal perspectives the admission committee might find rather interesting. When making the college entrance essay outline, you are a creator, and whether your creature will become your assistant or wrecker depends on you. If you are in need of well-written college admission essay, do not hesitate to order custom admission essay writing service at our site! We know how to write winning admission essays! Related posts: Essay Writing Need Help Writing a Paper College Term Paper Persuasive Research Paper Term Paper Editing

Social Policy Assignment Example | Topics and Well Written Essays - 500 words

Social Policy - Assignment Example 65). World Wars I and II brought many changes in Britain. During the war, societal roles had to change. Women had to take up the roles that were previously played by men because most men were at war. The course of the war is also characterized by the industrial revolution. The revolution was a radical change in industrial activities that saw the improvement of production processes. The Industrial revolution was strategic for the war because Britain depended greatly on the industrial manufacture ammunition like war aircrafts and wars ships. The war changed the social setting in Britain. A good example is the fact that lot of men died, some others injured, and this changed the status of women, as they rose to be family heads. Politically, Britain remained a monarchy but many people were pushing for the establishment of a democratic government. Economically, the immense capital invested in the war led to an increase in tax after the war. It changed from 6 percent in 1914 to 25 percent in 1918. The industrial revolution was also a major boost for industrial activities. Social democracy is a politically based ideology that aims at establishing democratic socialism through the formulation of reforms and gradual methods. Therefore, Social democracy is a system of governance based on an economic and socialist theory with the aim of establishing equality among all people in terms of wealth and opportunities. The equality is achievable through collective or public ownership of national endowments such as local resources. Liberalism is a political ideology whose main ideas are liberty and equality. Liberty refers to freedom for example to express political views. It is founded on the concept of classical liberalism, which pushes for political, and civil liberties to be respected and granted by the presiding authority. Classical liberalism also emphasises on the need for a democratic system with a well-established representation

Stop Online Piracy Act (SOPA) Research Paper Example | Topics and Well Written Essays - 1250 words

Stop Online Piracy Act (SOPA) - Research Paper Example Requirements consist of the applicant of court orders to ban advertising systems and payment services from carrying out business with the offending websites and search engines links to sites, and court orders demanding suppliers on the Internet to disallow accessing sites. The bill would expand the criminal law to consist of the unauthorized transmission of copyrighted material, setting a maximum penalty of 5 years imprisonment2. The bill has grave implications for the current structure of the Internet in every sense as it allows the Justice Department and the owners of intellectual property, obtain court orders against those sites or services that allow or facilitate the infringement of alleged copyright, including: Block by ISPs to the website or service in question, including hosting, and even DNS level (although this has been a discussion). Facilitate collection companies on the internet (like PayPal) to freeze funds and restrict the use of the service. Block the sites that provi de advertising services. For example, Google Adsense cannot offer web service complained if this law was to be approved. It should remove links to the web or service reported. The bill declares a criminal offense to unauthorized radio broadcast or other distribution of copyrighted content with the punishing of the guilty with the maximum penalty of imprisonment for a term of 5 years. ... Under the bill, any member of a network on the Internet – from service providers, search engines and even the advertisers – in fact, require treatment for any owner to stop providing services to the resource, accused of piracy, and to stop any interaction with them (for example, close the channel, pay for content, suspend the ad contract, to limit the effect of the payment system, delete the site from Google to remove links to the site, completely block a site to visit, to prohibit the payment systems (such as PayPal, Visa, etc.) to make payments in favor of services and so on); otherwise, any of the direct and indirect accused of counterparties site will be regarded as his partner. Under the eyes of this new law, merely to get on your wall a picture, document or video that has a copyright will be considered a crime. This bill was welcomed by the entertainment industry in the United States and members of both parties. The funny thing is that this kind of activity is man y times promoted by the entertainment industry itself since they are the same fans who virally promote their favorite artists through social networks. Supporters of the bill argue that it is necessary to maintain profit organizations, employment and intellectual property protection in their respective industries (movies, music, software, etc.), especially states that it will help deal effectively with services outside the U.S. outside their jurisdiction. According to them it provides a protection to the market for intellectual property, employment and income, and need to strengthen enforcement of copyright laws, especially against foreign Web sites. Alleging defects in existing laws do not include foreign sites owned and functioned, and cited examples of "active promotion of the websites

HRM Essay Example | Topics and Well Written Essays - 2000 words - 3

HRM - Essay Example In Saudi Arabia, this system is referred to as ‘Bareed’. Up until a couple of years ago, Saudi Post did not have an addressing system in accordance with the international conventions. To improve efficiency, they decided to use global standards for postal system. Therefore, they created a unified national addressing system and set up postal codes for the entire kingdom. Using Global Information system, they set up an addressing system that is scalable as well as efficient. At present, Saudi Post has a very efficient network that spans across all the cities and villages of the country. It has 478 main post offices and 180 branch post offices. This study aims to look at the delay caused in second-class mail delivery system and the loss of mail of the Saudi Postal System that is also known as Saudi Post. For many years, the users of Saudi Post have battled issues of delayed delivery or loss of mail sent by second-class. This study explores the various methods through which t he Human Resources development can improve the efficient of the second-class mail delivery system. It also looks at the various training methods that can be put to use by the HR deport to ensure timely and safe delivery of the second-class mail. ... The priority is always given to the first class mails because of the service promised. However, it is also necessary to understand that the second-class mails also need to be delivered within the stipulated timelines. Therefore, quality of mail delivery should correlate to the service that has been promised to the customers. In addition, postal employees also have a very critical role to play to ensure timely delivery. It is necessary to provide adequate training to make sure that they understand the various aspect of mail delivery in accordance to the services. One key issue that has resulted in causing delays is the lack of training that the employees have and it makes them inefficient. The focus should never be restricted to only first-class mails because the other regular mail is neglected and piled up. This also results in loss of mails for some cases. Another challenge that prevents the timely delivery of mails could be that the employees do not follow up on the second-class ma ils in time. Role of Human Resources Human Resources or the HR department plays a very important role in contributing to the efficiency, productivity as well as strength of any organization. HR not only helps in building and training a solid workforce, it has the potential to carry out process improvements and build an agile organization that is respected for the way in which can better respond to the demands of the customer or the market. HR also has the potential to provide its employees with strategic tools as well as support system to enable them to perform their work efficiently. Human resource management can be defined as the understanding as well as the application of the different processes, policies as well as methodology that have an impact on the

SABMiller's Strategic Position by 2011 Essay Example | Topics and Well Written Essays - 2250 words

SABMiller's Strategic Position by 2011 - Essay Example According to the research findings SABMiller is a globally renowned corporation that endears itself as an excellent beer producer and renowned bottler for handful corporations with a global spread. The prime dealing of the organization is the production of beer, malts and an assortment of soft drinks, in particular, the carbonated archetypes. The company is reputable for a number of varied global brands that include Urquell, Peroni Nastro Azzuro, Miller genuine draft and an equally enormous base of local brands that serve its dissimilar macro and micro marketplaces spread across the globe. These localized brands include Miller Lite, Aguila, Tyskie and snow. Overall, the organization claims patent of over 200 dissimilar alcoholic brands. With headquarters in London, the corporation claims presence in all sections of the globe. This massive marketplace is steered by a global staff of 70000 professionals spread across its key five worldwide sections. The sections are regionally lumped c onstituting critical administrative units for their extensive supply chain. These sections include South Africa, Africa and Asia, Europe, North America and Latin America. From SABMiller, it is evident that the organization has endeavored to achieve sustainable advancements through its evident ambitions for accelerated growth while keeping in line with both the global and internal manufacturing standards. Its ambitious expansion efforts are evident in its 2002 acquisition of the American Miller brewing corporation as well as its recent accelerated expansion agendas. According to SABMiller 2011, it recently acquired a lucrative bottling deal with coca cola as well as the reported takeover of the Australian's Foster's brewing corporation. These are evidence of its ambitious expansion programs that has seen it raise to the second global leading beer manufacturer. Obviously, this beer manufacturer has employed key strategies that has responsibly sailed it through the past riskier yet inc reasingly lucrative outlays. Additionally, a critical examination reveals that its key value of owning its own expansion strategies is responsible for the enormous expansions of the preceding decade. Additionally, its ownership of a critical value chain component in the form of brand is central for its extensive success. a. PESTEL Analysis Politically, the organization has increasingly faced a number of drawbacks in regards its key area of specialty. Johnson, Whittington & Scholes (2011) observe that, over the past year, numerous nations have instituted regulations that stringently direct alcohol utilization. Observably, the state control is the result of the recent examinations of the physiological and psychological consequences of alcohol consumption which revealed repugnant results. Similarly, despite the huge market inherited in the Miller deal, the American market remains among the stringently proscribed alcohol marketplace. Economically, the organization's rapid expansions hav e seen it embrace marketplaces with huge dissimilar economic constructs. According to Johnson, Whittington & Scholes (2011), the Miller deal attracted huge costs in comparison to other division across the Africa and Asian sections. SABMiller (2011) is cognizant of the regular alcoholic drink policy issuance across its subsidiaries to enforce its social responsibility of enlightening on responsible alcoholic consumption. Similarly, the report is observant of their involvement with HIV campaigns across the globe to assist the on going efforts in curbing the predicament. Additionally, SABMiller has persistently contributed to the global technological enhancements through introduction of novel manufacturing procedures as well as newer brands of produce. Johnson,

Security Management Essay Example | Topics and Well Written Essays - 3500 words

Security Management - Essay Example organizing physical detection, alarm, response, and control systems; for many federal and private occasions and on regular basis. According to Mullins, a central part of the study of organization and management is the development of management thinking and what might be termed management theory. The application of theory brings about change in actual behavior. So when a security specialist starts applying the management theory, he can change the entire behavior of the organization towards security. The Security manager's primary duty involves managing and supervising the security employees. The security programs like personnel, physical, information, or industrial security does need experts in their area of specialization. A security expert in Information system may not handle all the physical security threats. This makes the necessity of security expert in that particular field to operate the security operations in the organization. Just like, risk management, security is also to be managed with reference to its plan, standards and practices. The security mangers who are authoritative to execute this security managers are the ones who are experts in the special fields. In order to avoid, line and staff conflict, many organizations directly hand the responsibility of security management to the person who is expert and specialist in handling the particular security tasks. But the entire security management on its own is a process and needs to be managed by people. Here comes the need for the role of a security manager, to manage the activity of security. Management in its true sense is, a process of getting activities completed efficiently and effectively with and through other people. In criminology, it is very important to study the organizational behavior along with the individual human behavior. Just like as organizational behavior gives an integrated and contingency approach to management, it also gives an edge to perform the security activity to the security specialists. The understanding of organizational behavior will enhance the chances of successful implantation of the security project. The organizational and group behavior dynamics will highlight the areas of concentration basing on scientific foundations. Organization behavior coordinates the diversified range of disciplines. Management in other terms is doing the job in a well-organized, efficient manner, making good use of all resources like, time, money, human resources and the efforts. Also the basic functions of Management are named as Planning, Organizing, Staffing, Directing, Coordinating, Reporting and Budgeting, (Gulick & Urwick 1937) The roles of the manager involve, Interpersonal roles like, Figurehead, Leader, Liaison 2) Informational roles such as Monitor, Disseminator, Spokesperson, 3) Decisional roles Entrepreneur, Disturbance handler, Resource allocating

Behaviorism Essay Example | Topics and Well Written Essays - 3250 words

Behaviorism - Essay Example What do you think is happening in the poem, based only on reading it one time?† This will get students focused on beginning class, and will give them the opportunity to conduct an initial reading of the poem. They will have the opportunity to consider what they think the poem means based on their own prior knowledge, but without contextual information. Once context is provided later in the lesson, students will be able to compare their original thoughts on the poem with their more informed analysis. (5 minutes) 3. Presentation of New Information or Modeling: The teacher provides a brief introduction about the author, Gwendolyn Brooks including biographical information and background on the society in which the poet wrote. The teacher introduces this information by navigating through various parts of (and having students read aloud) the Norton Anthology of Poetry website as a whole class, using the projector screen (http://www.wwnorton.com/college/english/nap/we_real_cool_brooks .htm). The purpose of this introduction is to provide students with a context for the poem, and a basic awareness of the differences between today’s society and the time during which the poem was written. Providing information on the author exposes students to a famous author who is a minority, and knowing more about the poet gives students further context for analyzing the poem. The teacher then goes over the poem with the students, and has them share their original thoughts on the poem prior to discussing how their ideas have changed in groups. The teacher asks students to focus on what the pool players are doing in the poem, and what becomes of them during... Principles of behaviorism should be part of every elementary classroom (Monchinski, 2008). Although not all activities or ideas are behaviorist in nature, it will help to incorporate behaviorism in some parts of the lesson. The reason behind this is that students in grade school are not yet mature and they need guidance in order to learn proper behavior and skills. Activating prior knowledge, providing models for activities, and giving rewards are some ways to incorporate behaviorism in the given lesson. Incorporating behaviorism into the lesson plan serves the teacher in three ways. First, by activating prior knowledge, the teacher will have the chance to check students’ understanding of the previous lesson. Likewise, by doing such, the students will feel the need to review past lessons, thus reinforcing good study habits among students. They will be inclined to think that past lessons should not be taken for granted; thus taking down notes, reviewing them, and even memorizi ng will help them get a better grade. Moreover, activating prior knowledge will make students see the link between the previous and the current lesson (Monchinski, 2008). Using principles of behaviorism, the teacher also provides model for learning a new skill. In the given lesson, students will be taught directly how to work on the thesis statement and subsections of the speech. This effort could guide students to perform the task appropriately and produce the expected output. Also, telling students what to do or what is expected to happen prior to performing the activity could lead them to write the best speech. The key is to condition learners to act as expected.

Security Management Essay Example | Topics and Well Written Essays - 3500 words

Security Management - Essay Example organizing physical detection, alarm, response, and control systems; for many federal and private occasions and on regular basis. According to Mullins, a central part of the study of organization and management is the development of management thinking and what might be termed management theory. The application of theory brings about change in actual behavior. So when a security specialist starts applying the management theory, he can change the entire behavior of the organization towards security. The Security manager's primary duty involves managing and supervising the security employees. The security programs like personnel, physical, information, or industrial security does need experts in their area of specialization. A security expert in Information system may not handle all the physical security threats. This makes the necessity of security expert in that particular field to operate the security operations in the organization. Just like, risk management, security is also to be managed with reference to its plan, standards and practices. The security mangers who are authoritative to execute this security managers are the ones who are experts in the special fields. In order to avoid, line and staff conflict, many organizations directly hand the responsibility of security management to the person who is expert and specialist in handling the particular security tasks. But the entire security management on its own is a process and needs to be managed by people. Here comes the need for the role of a security manager, to manage the activity of security. Management in its true sense is, a process of getting activities completed efficiently and effectively with and through other people. In criminology, it is very important to study the organizational behavior along with the individual human behavior. Just like as organizational behavior gives an integrated and contingency approach to management, it also gives an edge to perform the security activity to the security specialists. The understanding of organizational behavior will enhance the chances of successful implantation of the security project. The organizational and group behavior dynamics will highlight the areas of concentration basing on scientific foundations. Organization behavior coordinates the diversified range of disciplines. Management in other terms is doing the job in a well-organized, efficient manner, making good use of all resources like, time, money, human resources and the efforts. Also the basic functions of Management are named as Planning, Organizing, Staffing, Directing, Coordinating, Reporting and Budgeting, (Gulick & Urwick 1937) The roles of the manager involve, Interpersonal roles like, Figurehead, Leader, Liaison 2) Informational roles such as Monitor, Disseminator, Spokesperson, 3) Decisional roles Entrepreneur, Disturbance handler, Resource allocating

Hero and saint conversion Essay Example | Topics and Well Written Essays - 500 words

Hero and saint conversion - Essay Example Although Hercules/Heracles was a son of a god, he was born to a mortal woman, making him a mortal as well, not exempted from the difficulties every human being meets. And this would be the very essence that integrates the Roman and Greek heroes to the making of the modern hero or saint. Paul of Tarsus for instance, though he was not a layman but formerly a Roman officer, being a Roman citizen with Jewish decent and having the power to execute the law under his command did not enjoy all his lifetime as one could imagine a person in authority. Instead, after his encounter with Jesus through a vision on his way to Damascus to persecute the early Christians, he suffered similar persecutions that he did to the disciples when he was still a Roman soldier. He encountered not only trials and miracles in escaping death from his fellow human beings but also from natural calamities. An example of which would be his survival from a shipwreck along with his fellow prisoners and the soldiers guard ing them when they were sent to Italy. Due to the storm, they landed in Malta instead and this is where another miracle happened to Paul when he was bitten by a poisonous snake from the fire they made which he simply shook off from his hand.

Poverty and Lifeboat Ethics Essay Example for Free

Poverty and Lifeboat Ethics Essay A famous Chinese proverb goes: â€Å"Give a man a fish and he will eat for a day; teach him how to fish and he will eat for the rest of his days.† Although this wise advice was given thousands of years ago, nowadays looks like no powerful or rich government on Earth understands that sentence. Garrent Hardin, author of â€Å"Lifeboat Ethics: The Case Against Helping the Poor† show us an honest perspective on how the rich countries in the world, by donating food and money, instead of helping poor countries get out of their misery, cause more hunger and strife. In addition, he tells us that overpopulation in poor countries should be controlled soon, or the current situation will turn ugly very fast. Although Hardin’s evidence is almost indisputable, his position is not. I understand why the author believes that helping poor people is a bad idea but he isn’t looking at many others sides of the situation. At the beginning, my reaction was the opposite. I was totally convinced by Hardin’s theory. I desperately sought a place within a â€Å"lifeboat!† But after discussing the essay in class, and hearing myself repeat Hardin’s words that express his indifference about poor people, and also rethinking his thesis in which poor people don’t have a chance for a better life, I changed my position. I can’t support those ideas because in my own point of view, they are false. It is just not true. Some countries and some societies already made a change. Some countries like South Korea, Singapore and China have broken the poverty cycle. We shouldn’t be so negative and we must remember that even the poorest people on the planet have imagin ation, ideas, beliefs and an imperative necessity to change their own universe. However, I think that the answer is within Hardin’s thesis too. Poor people don’t need food and clothes only in cases of emergency. Instead, they need a few rich governments interested in giving them tools and ways to improve their economies, to develop their ideas and to use their creative minds. Without that little help all life in this planet will disappear. So, helping the poor is also a way of helping everyone else, even rich people. And here Hardin’s thoughts are necessary: â€Å"Without a true world government, controlled reproduction and the use of available resources, the sharing ethic of the spaceship is impossible.† (Lifeboat Ethics: The Case Against Helping the Poor. Pg. 310.) If the poorest destroy their natural resources, the consequences will be for everyone, regardless of how much each possesses. In conclusion, I think Hardin is correct when he asks about the future on Earth, if we take statistics and analyze their results for the year 2050. However, his position against helping poor people and trying to eliminate them from the face of the Earth is wrong. I believe in a true world, where rich countries use their development technology and their healthy, well-nourished minds to decrease the percentage of poverty in the world, and where everyone wins the right to live in this, our planet Earth.

Celebrity Endorsements

Celebrity Endorsements In the Beauty sector industry, LOreal ranks on the top amongst the other brands, and has also undertaken many celebrity endorsements (Wang W.S, 2006). To comprehend the influence of celebrity endorsement on LOreal Paris a methodical study is required. This chapter has been divided into two sections, the first begins with a brief description about celebrity endorsements, in addition the previous and the current scenario of celebrity endorsements, whereas the second section talks about the brand LOreal, its performance in the industry, the celebrity endorsements it has undergone, furthermore any risks it has faced while endorsing and lastly how has it been influenced by celebrity endorsements   A key challenge that marketing agencies face today to get noticed in the highly competitive market is that of designing an advertising execution. There are many ways through which agencies can secure consumers, amongst them one form is celebrity endorsement (Robert van Der Veen analysis of celebrity endorsement as an effective destination marketing tool, 2004).The concept of celebrity endorsement has been increasing over the decades and now is a widespread advertising strategy. Celebrity endorsement since ages has been used as an effective source of marketing to promote products and services. (Nathan Klaus, and Ainsworth Anthony Bailey, Celebrity endorsement: an examination of gender and consumer attitudes, American Journal of Business, 2008 vol.23 no.2). At present, one will find almost every advertisement involving a celebrity, these celebrities act as spokespersons so as to advertise and promote products, services and ideas. (Cited in Kambitsis et. al 2002, Rajakaski JJ, Simonsson R.2006). Now Celebrity endorsement is a well established form of advertising strategy, especially in the U.S where approximately twenty percent of all the television commercials present a celebrity or a famous person and in addition, approx ten percent of dollars spent on television advertising are consumed in celebrity endorsement. (Cited in advertising age Sherman 1985, Agrawal Kamakura, 1995). The celebrities when are endorsed for a product they are expected to accomplish a number of objectives such as increasing the brand image, brand name, product creditability, and also the likability of the advertisement.(Brunett et all 1993 cited in Marin 1996). Firms use celebrity endorsement not just for increasing revenues but also its importance lies in the f act that how celebrity endorsement add value to company, brand and product.(Clinton Amos, Gary Holmes, David Strutton, Exploring the relationship between celebrity endorser effect and advertising effectiveness, International Journal of advertising , 27(2), 209-234, world advertising research center) Using celebrities for advertising helps the brand by acquiring better and more attention from the consumers, they add glamour to the product/brand and make it more credible, desirable and trustworthy. (Spielman, 1981 cited in Renton , 2006).According to Friedman and Friedman (1979) a celebrity is an individual who is known by the public for his achievements in area other than that of the product class he is endorsing. Famous people achieve a high degree of attention from the public and media. As a result of their celebrity status they create a positive image of the product they endorse. Murdoch argues that Belch and Belch has written   Marketers recognize that people are more likely to be influenced by   a message coming from someone with whom they feel a sense of similarity, and that advertisers recognise the value of using spokes person who are admired: TV and movie stars, athletes, musicians, and other popular figure (Murdoch, Creativity in advertising).There are a variety of reasons why a firm might go for celebrity endorsement some reasons may be the experiences that the celebrity faced in his life may be similar to the message to be conveyed in the advertisement and if you are a fan of the celebrity you might trust them..(Kulkarni and Gaulkar,   2007). Hence, Choosing a celebrity should be done with at most care and importance since it is more than a marketing strategy as it is a decision that has an impact on the prospect of the brand. Choice of celebrity should be on the basis of factors like appeal, popularity, etc.(Naveen Blazey and Shashi Kanth Gan ti, Goa institute of management Goa, Impact of celebrity endorsement on overall brand) Celebrities endorsement are sometimes very expensive for the firm,   based upon the reputation and the status of the celebrity, their remuneration could run into millions of dollars depending on   the contract, overall it is an huge investment made by the brands for advertising(Agrawal Kamakura,1995).In today dynamic market conditions, there is huge risk associated along with the celebrity endorsement, what if celebrity advertising does not affect the consumer purchasing decision, furthermore endorsement does not give economic returns after a high cost of celebrity advertising involved and does not affect the profitability of the brand, and in addition there are situation where the celebrity himself is in a controversy, and its effects on the firm. LOreal Paris: LOreal was established in 1909, previously known as LAureale (Latin meaning: Golden crown). It began producing hair dye products in Paris and due to its success it quickly started branching out in other countries along with diversifying the product range whilst including soaps, shampoos and hair preparations. In 1974, LOreal undertook many dermatological and pharmaceutical activities, For instance a joint auxiliary undertaking between LOreal and Nestle which concentrates on medication of diseases and infections. In December 2003, an research and development centre was established. In 2004 acquisition of Mininurse and Yue-Sai, two Chinese brands had taken place, furthermore LOreal group had been ranked by Interbrand, as the 49th global brand for leading international branding consultancy. In 2005 LOreal had set up its first research centre in Shanghai, which mainly dealt with the issue on the texture of Chinese skin hair and other varied needs of the Chinese. Today LOreal has over 50, 000 employees, a research team of 3,000 employees, 30,000 active patents and 130 branches all around the world (Datamonitor, LOreal Paris). LOreal Group has divided its products under a) Luxury goods which includes brands like Giorgio Armani, Ralph Lauren, Cashrel, Lancà ´me exacta b) Consumer goods- Brands that come under this group are LOreal Paris, Maybelline New York etc. c) Professional products and d) Active cosmetics. LOreal Paris characterizes professionalism, and due to research and development technology it has always maintained its high quality. This brand has targeted those consumers which are willing to pay higher prices for good quality products. The most important strategy that LOreal Paris has adopted to diversify its operations is by undertaking tactics such as expanding its distribution and advertisements, especially in countries like India, where the current brand ambassador is the Hindi film actress Sonam Kapoor. On the other hand, in other international countries during the mid May, 2009 LOreal Paris has increased it celebrity endorsements by endorsing three new celebrities Elizabeth Banks, Freida Pinto and Evangeline Lily. These new Hollywood celebrities were announced as the ambassadors during the Cannes film festival, and now they will join the LOreal Paris hall of fame with the previous LOreal Paris ambassadors such as Penelope Cruz, Jennifer Aniston, Beyonce, and Scarlett Johansson (Datamonitor, Loreal paris). According to Cesar Zamudio, 2008 Currently LOreal Paris has 14 ambassadors of different ethnicities and professions (Zamudio, 2008) 1.2 Purpose of the study This research is undertaken to realise and comprehend the appealing concept of brand endorsement and also its influence on the LOreal Paris and the consumer purchasing decision. The purpose is also to reach a conclusion whether celebrity endorsement which is a huge investment does actually give a positive return to LOreal Paris 1.3 Aims and objectives An Aim is set up in order to achieve the goals and to solve the purpose of the study undertaken. The aim of this Study would be to examine the vivid concept of celebrity endorsement, and how does it affect the brand and the consumer purchasing behaviour, furthermore how brands handle the risk factor. Objectives: To identify, analyse and discuss relevant literature, about the use of celebrity endorsement and its effects on the consumer purchasing behaviour To indentify some theoretical framework able to model the influence that celebrity endorsement plays on the brand itself To Design a methodological approach that would enable the collection analysis of primary and secondary data. To show the findings of this research within the context of the state of the art literature. To critically reflect the influence of celebrity endorsement on consumer purchasing behaviour and also on the LOreal Paris. 1.4 Research Methodology Collection of primary data will be done through questionnaires, in order to reach the aims and goals of the research. Secondary data will be collected through reading various journals and books related to the concept of celebrity endorsement Furthermore, data will be collected through reading newspaper articles, magazines, advertisements, magazines and articles from the database The conclusion will be depicted from the findings gathered from the primary and secondary data. 1.5 STRUCTURE:   CHAPTER 1: INTRODUCTION: Introduction of this study has stated the research aims and objective, and the purpose of this study. CHAPTER 2: LITERATURE REVIEW: The literature review explains the aims and objectives of the previous researches and defends their view point from the research. CHAPTER 3: METHODOLOGY: The methodology explains how the research will be carried out. In this study from qualitative and quantitative research methods, quantitative research method will be made use of. CHAPTER 4: DATA ANAYSIS: The data collected through the research method, will be analysed through various computer programming techniques in order to arrive to a result. CHAPTER 5 CONCLUSION: The findings and suggestions to readers will be stated which is on the basis of the result of the study. CHAPTER 2: LITERATURE REVIEW 2.1. INTRODUCTION This section of literature review will deal with the synopsis of pertinent theories, models, subject matter and also illustrate previous findings. To start with introduction of the topic will be done followed by a detailed explanation of celebrity endorsement and sponsorship furthermore explanation of consumer behaviour and the factors or attributes affecting the consumer attitudes and the intension to purchase and lastly how celebrity adds value to the endorsed products. In the process of celebrity endorsement there are some risks and failures also involved, so such factors will also be discussed in brief. The literature review will comprise of: The illustration of celebrity endorsement process Factors that influence the consumer purchase intentions Differentiating the varied marketing tools. 2.2 CELEBRITY ENDORSEMENTS: The Celebrity endorsement issue gained apt importance after the Second World War, previously in 1666 where the sellers use to aggressively exhibit there endorsers. From the beginning of the twentieth century, people used to find celebrities in newspaper and magazines. (Segrave.2005).The endorsement process is time consuming and is worth a million dollar and is constituted by three important participants: Firms, celebrities, and the middle men. Busler (2002) states that in 2001, celebrities received around $800 million as their endorsement fees. Fees are still rising in this industry for instance in the sports industry, during 1997, Michael Jordan used to earn $47 million in a year which made him the h8ighest paid athlete , following ten years Le Bron James signed a contract worth $90 million with Nike additionally, he also discontinued using middlemen and commenced his own firm.(Arango 2007). Therefore the role of all the three participants can be understood, as the firms carry out c elebrity endorsements so as to increase their profits, celebrities accept it on order to earn and increase their popularity, while the middlemen take some commission for coordinating the celebrity and the firm (Agrawal and Kamakura 1995). The continuous development in this industry led FTC regulating it, where the FTC worked out a set of guidelines, which has to be followed whilst undertaking celebrity endorsements (Atkin and Block 1983). Since 1980s the contract fees have sky- rocketed (Segrave 2005). In 1986, Sylvester Stallone and Paul Newman were paid approx $1 million a year( Segrave 2005).   In 2007 the athlete Tiger woods was highest paid which amounted to a total of $100 million (Arango 2007). A celebrity has a distinct personality and reputation. Along with appearing in an advertisement, they are very talented and have exceptional skills in performing an undertaking, which makes them famous amongst the public besides gaining more respect and adoration. According to Pringle H and Binet L, Celebrities are those, who are famous and familiar amongst the regular people and are used by brands to add value to their advertisements by considering their image and reputation (Pringle H, Binet L, 2005). There are many studies carried out on the concept of celebrity endorsements, to begin with there are researches relating to who can be the best spokesperson for an endorsement amongst celebrities, the CEO, consumers or should it be an expert of the particular brand, the results were sketchy as not much research has been carried out on this particular issue so a vague and a blend of results were found, according to Atkin and Block (1983) and Frieden (1984) the celebrities are right choice but are not always found to be effective, but Martin et. al (2008) states that consumers can be found most suitable, in addition Harper 2007 and Simpson 2007 ends saying that the celebrities possibly may not be the best suited endorser furthermore Kamins,1989 undertook a two sided study the results were that celebrity were found to be more congenial and authentic over non-celebrity spokesperson.(Kamins 1989)   Agrawal and Kamakura (1995) and Mathur et al. (1997) argued on the effect of celebrity endorsement contracts on the profitability of a firm, Agrawal and Kamakura analyzed 110 celebrity endorsements contracts using event study analysis and found out that on an average the firms experience a 44% increase in their market value this will have a positive stock   return leading to increased   profits and furthermore   are considered as a worthwhile investment (Agrawal Kamakura,1995).Whereas Mathur (1997), emphasized on the issue relating to comeback Michael Jordan to NBA in 1995, which brought McDonalds (endorsed by Michael Jordan at that time) an approximate gain of $192 million, this figure is nearly equal to the price of 64 million McDonalds meals (Mathur et al. 1997). Another research was on the basis of how celebritys persona influences the consumers attitudes and product evaluations, According Friedman and Friedman (1979) and Roa et. al (1999) states that if the product is socially or psychologically risky then the celebrity endorsements will increase the chance of believing in the advertisement. Kalhe and Homer(1985) says when the celebrities image is equivalent to the product endorsed then only the celebrities physical attractiveness augment to product evaluations(Kalhe and Homer. 1985). Amos, Holmes, Strutton (2008) dealt with a relationship between the effects of celebrity endorser and the effectiveness of advertising using the Kruskal-Wallis non parametric test, they found that any off putting information or events concerning the celebrity can have an adverse effect on the brand, these researchers also used the source credibility model for evaluating consumer perceptions of a celebrity endorser, which consists of three important constituents- celebrity trustworthiness, celebrity expertise and celebrity attractiveness, the findings were that if there is advertisement clutter the effectiveness of celebrity endorsement might condense, in addition l arger influence of celebrity endorsement is found amongst the collage students.(Amos, Holmes, Strutton 2008). Endorsement effectiveness: According to Friedman and Friedman (1979) celebrities are more effective than an expert or a consumer, as they help in easily remembering and recollecting the band name of the product as the ad. (Friedman and Friedman 1979) . They also contribute to effectiveness of an endorsement by bringing in more depth, accuracy and polish to the meanings to be delivered and also to the advertisements, furthermore when celebrities deliver they do it with extra care along with offering a series of lifestyle and personality. (McCracken, 1989). Choi et al.(2005) states that domestic celebrities result in more effectiveness as they are constantly in touch with the existing cultural values compared to the international ones who might possibly more expensive and difficult to find to suit the brand (Choi et al 2005). For effectual use of celebrities and for successful endorsements, following guidelines have been mentioned by Till (1998). If the celebrity is utilised constantly or consistently, to reinforce the relation between the brand and celebrity, the celebrity endorsement will be more effective. The ad should contain relevant and true facts about the product, additionally it should be straightforward and uncomplicated. Those celebrities are recommended who are not allied with any other brand and are precisely appropriate for the endorsed brand. This marketing tool will be more accurate for those products for which the user has incomplete information. According to Shimp (2003), Creditability and attractiveness are the determinants of effectiveness of endorsers, Creditability consists of celebritys believability and dependability, while attractiveness involves physical attractiveness, respect and similarity between the endorser and publics age, gender, ethinicity. For instance Omega (Swiss watch) endorsed by Anna kournikova as they found her attractive Let us discuss celebrity performance, celebrity trustworthiness,celebrity expertise and celebrity attractiveness: Celebrity performance: According to Amos, Holmes, Strutton. 2008, celebrity performance (acting success, athlete success, music success etc.) refers to any given point of time of the celebrities profession where they accomplish achievement.(Amos, Holmes, Strutton. 2008) There is an direct impact of the celebrities performance on their popularity which might fall or even rise in their in the entire profession (Agrawal and Kamakura 1995). If their performance fall short it is likely that a celebrity endorsers effectiveness will deteriorate (Agrawal and Kamakura 1995).   Celebrity Trustworthiness: Trustworthiness refers to the amount of confidence that the consumers put on the celebrity for the message delivered by them which is believed to be most convincing (Ohanian 1990). According to Griffin (1967) Favourable disposition, acceptance, psychological safety and perceived supportive climate are favourable consequences of trust (cited in Chao et.al.2005). It is always found that a message coming from someone whom you trust, you tend to believe in the message more and bring about an effectual attitudinal change; on the other hand non trusted spokesperson influence tends to be lower. (Mc Ginnes and Ward 1980). The trustworthiness factor is an important element that constitutes the effectiveness of a celebrity endorsement. Celebrity Expertise: According to Erdogen (1999) celebrity expertise is the extent to which the spokesperson is observed to be an informant of valid assertations (Erdogen, 1999).   Ohanian 1990, states that investigating source creditability in settings involving persuasive communication generally indicates that a receivers perception of the sources expertises positively influences source effectiveness furthermore, a respondents actions in response to the sources perceived level of expertise and the target persons level of agreement with those recommendations and lastly subjects exposed to a source perceived as highy expert exhibit more agreement with the sources recommendations than did those exposed to a source with low expertise ( Ohanian 1990). Celebrity Attractiveness: It is multi-dimensional in nature, along with just the physical attractiveness it consists of other factors such as personality and ability (Erdogen 1999). This factor constitutes an important part in the effectiveness of an endorserment. The physically more attractive celebrities are normally seen as more approving on different personality attributes then non attractive corresponding person (Kalhe and Homer 1985, Eagly et. al. 1991). Joseph (1982) found out from his study that attractive spokesperson has more optimistic influence on the product then the non attractive ones. Baker and Churchill in 1977 concluded that even though attractive spokesperson had resulted in advertisement effectiveness but attractiveness did not have an impact on the purchase intentions of the consumer (Baker and Churchill, 1977). Negative effects/ Potential risks:   Even though celebrity endorsement is said to bring in many advantages and profits not only to the firm but also to the celebrities, there are many risks and negative effects associated with celebrity endorsement. The persona of the celebrity itself endures the customers to purchase the product, what if the celebrity gets caught in any controversy, criminal activities or is undergoing a personal problem The requirements or the must for a successful execution of celebrity endorsements starts with knowing where the brand is positioned currently which also includes where it wants to be in the future and how is it going to get there, then followed by developing a creative idea. After considering that celebrity endorsement is best and effective method for marketing communication, next critical thing to be thought about is selecting the appropriate celebrity. Furthermore the fame of the celebrity hastens up the message and in gain substantial return on investment is expected. (Pringle H, Binet L, 2005). CELEBRITY ENDORSEMENT PROCESS: MEANING MOVEMENT AND THE ENDORSEMENT PROCESS   McCrackens meaning transfer process, has been divided in to three different stages, In stage ONE, he states that celebrities as compared to models and actors plays an extremely important role as they deliver a   variety of influential personality and lifestyle meaning which are extracted from the character they play in the movies, sports, military and other careers , Lastly the endorser comes in associate with the objects , persons and contexts, then the meaning is brought into the advertisement by the celebrity. In stage TWO, after the celebrity is finalised, the source of promotion should be identified and the product to be promoted should be furnished with meanings, in addition to this all the seize only those meanings related to the product which are to be acquired from the celebrity i.e. through campaigns, representative properties related to the product are conveyed by means of celebrity. Lastly the link between the celebrity and product is highlighted.   In the THRID stage, the representations of the celebrity are transferred to the product and also the meanings from objects, people and events surrounding them. With the use of products, celebrities create a self image before the audience that make these meanings accessible to the consumers, then the consumers understand the meaning and purchase accordingly (Mc Cracken Grant, 1989) 3. RESEARCH METHODOLOGY 3.1 INTRODUCTION The literature review chapter discusses the literature in celebrity endorsement and its impact on the brand as well as the consumers. The next chapter of research methodology, is where a suitable method of research would be selected before carrying out the research. In this chapter description regarding the accomplishment of the research will be stated, furthermore the method selected, the approach, sample, and data collection will be depicted. 3.2 RESEARCH APPROACH: This research is both a quantitative and qualitative research, according to Bryman and bell quantitative research is a distinctive research strategy and in broad terms it can be said that it is collection of numerical data and as exhibiting a view of relationship between theory and research as deductive and as having a objectivist conception of social reality.( Bryman and bell,2007).. In the research along with primary data, secondary data will also be given importance where all the journals, text books, press articles and the internet where all the topic related websites including the companys website will be considered.   Primary research will be conducted using questionnaires and also interview. Qualitative research tends to be more concerned with words rather than numbers and a feature of qualitative research is inductive view where there is a relationship between theory and research and the theory is extracted out of the latter (Bryman and Bell,2007) an inductive view approach will help in completion of the literature review. From the literature review a number of research questions were formed. To start the research, the secondary data on celebrity endorsement and also its influence of this concept on brand and consumer behaviour was reassessed. The collection of secondary data involved journals, magazines, text books, press articles and the internet. In accordance to secondary data this research was found creditable for further investigation. Inductive approach has been chosen along with primary research and secondary data will help in completion of this research. Primary data will be collected with the help of questionnaire to obtain accurate results and contemporary data. 3.4 DATA COLLECTION SECONDARY DATA Secondary research helps in collection of data and understanding what has already been undertaken under this field. Examining the present and the past researches or studies will help in appropriate understanding of the concept under research. Collection of secondary data is comprised mainly from journals, press articles from news paper and magazine articles, books and reliable websites. Secondary data offers pertinent theories, models and concept based through which further research can be undertaken. PRIMARY DATA There are many ways through which primary data can be collected, for instance interview method, questionnaire etc. In this study questionnaire method is chosen. The questionnaire consists of both open-ended as well as close end questions References: Nathan Klaus, and Ainsworth Anthony Bailey, Celebrity endorsement :an examination of gender and consumer attitudes, American Journal of Business, 2008 vol.23 no.2 Agrawal J, Kamakura WA, July1995. The economic worth of celebrity endorsers: an event study analysis, journal of marketing Vol.59, pp.56-62 Rajakaski JJ, Simonsson R.2006, The subject of celebrity endorsement :what it was and what it has become.ISSN:1402-1773-ISRN:LTU-CUPP-06/137-SE. Clinton Amos, Gary Holmes, David Strutton, Exploring the relationship between celebrity endorser effect and advertising effectiveness, International Journal fo advaertising , 27(2), 209-234, world advertising research center. Naveen Blazey and Shashi Kanth Ganti, Goa institute of management Goa, Impact of celebrity endorsement on overall brand) Mc Cracken Grant, who is celebrity endorser? Cultural foundation of endorsement process, journal of consumer research, December 1989, vol. 16. Pringle H, Binet L, How marketers can use celebrities to sell more effectively, journal of consumer behaviour, 2005, vol.4,3, 201-214, Published by John Wiley and Sons, ltd. Wang .W.S., How culture influences the brand association in the United Kingdom and Taiwan: a case study of LOreal Paris. Segrave, Kerry. 2005. Endorsement in advertising. A social history. Mc Farland and company, Inc., USA. Busler, Micheal. 2002. Product differentiation, celebrity endorsement and the consumers perception of quality. Dissertation Drexel university. Arango, Tim. 2007. Lebron, Inc- the building of a billion- dollar athlete. Fortune Atkin, Charles , Martin Block. 1983. Effectiveness of celebrity endorsers. Journal of Advertising Research 23(1) 57-61. Frieden, Jon B. 1984. Advertising spokesperson effects: An examination of endorser type and gender on two audiences. Journal of advertising research 24(October/November) 33-41. Zamudio Cesar. 2008. Matching with the stars: the case of celebrity endorsements. The university of Texas at Dallas. Martin, Brett A.S., Daniel Wentzel, Torsten Tomczak. 2008. Effects of suspectibilty to normative influence and the type of testimonial on the attitudes towards print advertising. Journal of Advertising research 37(1) 27-43. Mathur, Lynette Knowles, Ilk Mathur, Nanda Rangan. 1997. The wealth effects associated with a celebrity endorser: The Micheal Jordan Phenomenon. Journal of advertising research 37 67-73 Kahle, Lynn R., Pamela M. Homer. 1985. Physical attractiveness of the celebrity endorser; A social Adaptation perspective. Journal of consumer research 11(4) 954-961 Amos Clinton, Holmes Gary and Strutton David. 2008. Exploring the relationship between celebrity endorser effects and advertising effectiveness, International journal of Advertising, 27(2).209-234. Friedman, Harshey, Linda Friedman. 1979. Endorser effectiveness by product type. Journal of advertising research 19(October/ November) 63-71. Rao, Akshay R., Lu QU, Robert W. Ruekert. 1999. Singaling unobservable quality through a brand ally.   Journal of Marketing research 36(2) 258-268. Erdogan, B.Z. 1999.Celebrityendorsement: a literature review. Journal of marketing management, 15(3), pp.291-314. Ohanian , R. 1990. Construction and validation of a scale to measure celebrity endorsers perceived expertise, trustworthiness and attractiveness. Journal of advertising, 19(3), pp. 29-52. Giffin, K. 1967. The contribution of studies of source credibility to a theory of interpersonal trust in the communication process. Psychological bulletin, 68(2). pp. 104- 119. Chao, P., Wuhrer, G. and Werani, T(2005) Celebrity and foreign brand name as moderators of the country-of-origin effects, International journal of advertising, 24(2)pp. 173-192. McGinnes, E and Ward, C.1980. Better liked than right: trustworthiness and expertise as a factors in credibility. Personality and Social Psychology bulleti