Leadership in strategy formulation Assignment Example | Topics and Well Written Essays - 750 words

Leadership in strategy formulation - Assignment Example .As the headline itself suggest, the article is an effort to emphasise the crucial role of leadership in strategy formulation and implementation. It has been pointed out that ‘strategy’ as such has undergone a change over the years and in today’s context the market forces play a key role in influencing strategy formulation.It has also been stated that, â€Å"†¦.Strategy must be a dynamic tool for guiding the development of a company over time†. This implies that strategist must be constantly on the watch regarding the process of implementation. In addition, in order to come out with desired results, the strategists must also monitor the policies being adopted by companies in the competition. Michel Porter, suggested that a company could gain sustainable competitive advantage provide it follows any of the three generic strategies, namely; If the company is able to become the lowest cost producer of the product or service in the industry and is able to e ffectively pass it on to the customers, then it can very well acquire the cost leadership. To support the argument Montgomery has cited the example of Ryan air, a successful low cost airline. Ryan air started off as a full service airliner priced at less than half the fares of rival companies, but soon realised that in order to make inroads into the customer base of rival companies it has to do something innovative on prices front, and thus converted to no-frills, low cost airline. Product or Service Differentiation: The article too emphasises the importance of product differentiation in order to be able to do successful business, gain profitability and establish a brand identity. Montgomery points out that this has been possible with the infusion of economics into strategy formulation. In this strategy, companies try out efforts to offer some pleasant surprises to the customer. Some innovative features are added to the product or service so that the customer could perceive some uniqueness in the product or service. Montgomery cites the example of IBM, when its CEO solicited views from the employees of IBM on; If our company disappeared tonight, how different would the world be tomorrow Is there something about our company that makes a unique contribution to the world The article further emphasises that, "It (strategy) has become more about formulation than implementation and more about getting the idea right at the outset than living with strategy over time". This statement depicts the dynamic and evolutionary nature of strategy formulation. The rapid pace, with which changes are taking place, makes it pertinent on the part of the strategists that they should formulate the strategy in such a manner that it can deliver the optimum benefits to the company the very first time itself. Because, once the strategy is known to competitors, they are bound to come out with a counter-strategy. As has been elaborated in the article itself that while gaining depth, the strategy has lost breadth, which implies that the strategy has become more focused towards its objective/s. 2. How do these three current views of strategy - the RBV(resource-based view), strategy positioning and emergent theory - fit with Montgomery's idea that strategy must be a "dynamic tool "and needs to be "lived with over time". Three current views of strategy include, the Resource Based View (RBV), strategy positioning and emergent theory. RBV is a method for analyzing the strengths and weaknesses of the company. Such a view helps in explaining the competitive edge of the company based on the resources and capabilities of the company. For the purpose of RBV analysis, resources for a company can be classified in three broad categories, namely tangible assets, intangible assets and organisational capabilities. Positioning of the strategy is another crucial aspect which determines the success or failure of the strategy. It is

The Nature of Phobia Essay Example for Free

The Nature of Phobia Essay Your heart starts beating faster. Your palms start to sweat. Youre shaking, and suddenly youre short of breath. This is fear, an emotion we all experience at some point in our lives. It warns us when something is not safe, or even when we are outside our own comfort zone. Like, for instance, some of us might be glossophobic. Not familiar with the term? Well, it means youre afraid of public speaking. According to a recent study, it affects at least 75% of the population. Glossophobia is the most common phobia, even more so common than Necrophobia, the fear of dying. But what exactly is a phobia, anyway? Well, to have a phobia of something is to have an extreme and irrational fear of something to a point where it is disabling and is considered a mental disorder. Sometimes people will say they have a phobia when theyre just afraid of something. For example, many people tend to say that theyre arachnophobic, which is the fear of spiders and other arachnids. But really, most people are just afraid of them and dont have an actual phobia for them. In fact, an American study found that only somewhere between 8.7% and 18.1% of Americans suffer from a phobia. Now Ive introduced, what, three phobias to you already? Well, thats just the tip of the iceberg. There are literally hundreds of phobias out there, and if you can name it, theres probably a phobia for it. Like theres heliophobia, the fear of sunlight; anthophobia, the fear of flowers; phonophobia, the fear of loud noises; and tetraphobia, the fear of the number four. These may seem a bit ridiculous to us, these phobias affect hundreds of people around the world. And I suppose one must wonder†¦ how is it possible for someone to develop a fear of flowers? There are a few ways. People can be taught to fear something, by predisposing someone to something specifically to frighten them or simply by telling them they should be afraid of it. For example, if a small child is told not to play by the well because its dangerous, this child could very possibly develop a fear of wells. Another way to develop a phobia is to have a traumatic experience regarding the object they fear. For instance, if a child were to fall down a well, the child may develop a fear of wells in general, aquaphobia (the fear of water), acrophobia (fear of heights) or claustrophobia (the fear of enclosed spaces). So theoretically, its possible for someone to develop an irrational fear of just about anything.

Prose Study Coursework Essay Example for Free

Prose Study Coursework Essay In chapters 13 and 14 of the novel Treasure Island, through use of different literary techniques such as animal imagery, similes, metaphors, assonance and many more, Stevenson achieves a sense of foreboding as to what will happen later in the novel, dropping hints here and there. These chapters are important because the crew of the Hispaniola, including Lon John Silver and Jim Hawkins, have just landed on the island, and are about to set off in search off the buried treasure. We can even get a sense of foreboding from the island itself as it is seen to be gloomy and mysterious, and this does not bode well for the adventure ahead. We can find foreboding through the authors use of similes and metaphors in the chapters. Spires of naked rock, is a way of saying the rocks are very tall and imposing, as well as exposed. This is scary as just reading the exerpt creates a dark atmosphere, and it paves the way for the future of the novel. This is achieved by use of dark colours, and naked implies that after Jim has escaped there is nowhere that he can hide, because everyone can see everything. This creates the effect on the reader of sadness, as they really feel for Jim, as he is trapped on the island with those monsters. Jim also gives away hints towards the future events of Treasure Island when he says my heart sank when he realises what he has done in sneaking ashore with the pirates away from people he knows he can trust and this shows his disappointment. Jims downbeat mood portrays a bad effect to the reader, and they start to feel for Jim, as bad things obviously loom later in the novel, for instance, the planned mutiny of Long John Silver, and how if successful, Jim and his comrades will be doomed, and Jims capture by the pirates. The quotation hung over the anchorage is used to create a bad air and produce fearful images in your mind. Foreboding is shown because there is obviously a bad atmosphere on board, symbolising the planned mutiny of Long John Silver, and the good hands on board are of course fretting over what to do. Clouds of birds conveys to the reader the image of a deep mass of birds, and when there is a lot of something, especially animals that are making lots of noise, can strike fear in to people. This can give us an insight into what may happen later because birds are good at sensing danger, and quickly fly away if anything unsettles them. If they are very disturbed and are hanging over the ship, then surely the mutiny must be destined to happen, and the crew must have to face the wrath of Long John Silver. Through animal imagery we can get a sense of fear such as crawling on all fours when Jim is near Long John Silver and he is crouching when he has run away from Silver and does not want to be seen. This shows us what may happen later in the novel because it shows Jim is scared of Long John Silver and Silver is not really a very good person, and is planning bad things later in the novel. Agile as a monkey when used to describe Silver is showing him in a bad light, because he is deceiving everyone by hobbling around everywhere with his wooden leg, however, when he is out of view of the captain he is very quick and has lots of agility, which shows appearances can be deceptive and this confirms to us that he is planning a mutiny and other evil activities on the return leg of the journey, behind the other crew members backs. We can also get a sense of foreboding by one of the good mens reactions when he is faced with Silver and does not to be involved in the mutiny. Like a horse at the spur shows the unconverted crew member faced with Long John is very startled by the scream, and he immediately suspects Long John Silver and wants to get away because he knows Long John is starting the process of whittling down the numbers of good men on board to make the future mutiny much easier. Through the quotation crouching trees, when Jim is lost in the woods, we get a sense that Jim is trapped and is enclosed by the trees which seem alive, which is a good example of personification. This creates a sense of what may happen in the future as everything so far has had a bad feeling about it, and it can only be a matter of time before something happens. Would not the first of them who saw me wring my neck like a snipes? Fear is created by the rhetorical question and the use of animal imagery, and we feel a sense of sorrow for Jims dire situation. It gives us a premonition that later in the novel if the pirates catch Jim he will be killed straight away. We can decipher what will happen in the immediate future of the novel when Stevenson says Silverwas watching his companion like a snake about to spring. This shows Silver is a conniving, cunning creature, which will do anything to get the treasure, even kill one of his own. As well as this, in the bible, snakes are seen as evil, such as in the Garden of Eden, and people were very religious back then. Also, we now know that Tom will be killed sooner rather than later because snakes dont waste time, and once they have their target, they rarely fail, so this is a clever way of Robert Louis Stevenson building up to Long John Silver committing the murder. Fear imagery can be created using powerful adjectives and can also give us a strong sense of foreboding, through colours used, and words commonly associated with fear. In grey melancholy woods, and wild stone spires, the words grey and melancholy are commonly associated with apprehension, and we get a view to future events because the island in the readers mind is terrifying and forbidding, and Jim has to endure this to escape capture, however, bad images are everywhere, provoking the reader to imagine terrible things happening to Jim on the isle, such as his eventual capture by the pirates, and his life threatening encounter with Israel Hands, in which, he is just successful. Through the citation the outline of the Spy-glass trembled through the haze, we get fear from trembled, because not only is it an imposing land mass, it also is surrounded by a mist, and appears to move. Jim knows he must pass close to this monster of a mountain if he is to succeed on his quest, and it means he has the evil, obsessed pirates on one side, and a sinister peak in front, he is certain to encounter them on his travels, and the chances are, face the consequences. Then one horrid, long-drawn scream is an example of fear imagery because you can imagine a high pitched scream, and the reader sees him or herself in Jims position, alone on a desert island, and is also scared. The assonance of the oo and a slows down the action and gets us to feel and imagine the scream. This shows foreboding because the allies of Jims and his alliance are being whittled down, and in the future there will be only a few remaining. The novel can also show us the imminent events through the use of assonance and consonance. Assonance (the repetition of vowels) is given in should I dare to go down to the boats among those fiends, still smoking from their crime? The way the o sound is repeated many times, and how the sentence flows off the tongue, gives a constant reminder throughout the sentence of the fear that Jim faces, and the decisions he is required to make. In the future, does Jim return to the pirates in hope of a return to the ship, but face Silvers wrath, or does he journey on into the centre of the island in hope of survival, and we know that in the end, the hero Jim ends up in both of these positions, but the reader does not know this and is left guessing. To demonstrate the use of assonance, the sentence what if I returned to the boats and the fiends, still shadowed by their crimes is nowhere near as effective, and creates only a pinch of the fear found in Stevensons actual work. Assonance is also fou nd in a very obvious place. The o sound is repeated in Long John, which is terrifying, as we know he is a main character who is also very evil, and it will be a constant reminder through the future of the novel as to his plans and his traits and the threat he poses. Consonance (the repetition of consonants) can also be found frequently in chapters 13 and 14 and can show us foreboding. In only the rustle of the redescending birds and the boom of the distant surges disturbed the languor of the afternoon, the repetition of r gives the section of text a fear effect along with the good adjectives, because overall, it is speeded up, and creates more of a fast paced action. Also, the atmosphere is affected by the use of onomatopoeia in rustle and boom. Again, an insight is achieved as through the use of effective adjectives and consonance, we see that not all is well on Skeleton Island. Skeleton Island itself suggests fear, as skeletons are a symbol of death and forbidding, and you would be wise to stay away from them. Combining fear adjectives with consonance is also found in a smell ofrotting tree trunks. The use of an ellipsis shows that Jim is thinking and he must recognise the smell from somewhere before. The repetition of r along with rotting creates a sense of fear of the trees, and this is also alliteration, and Jim and the reader begin to think that the island and everything on it must be similar to the experiences here. Through repetition, Stevenson achieves fear, and allows the reader to generate a better image in their mind, as well as emphasising his point further. Of all the gloomy features of that gloomy afternoon, is an example of this. When the author/Jim repeats gloomy, it repeats the fact that the place is gloomy, which is an adjective commonly associated with darkness and fear, so it is stressing that everything is not going well. There is also time left in the day, and other bad things may happen, for instance, Jim running into a trap set by Long John Silver, or the good side being forced out of the stockade by the pirates, and this could just be the beginning. As well as all these things, the repetitions also create a sense of dà ¯Ã‚ ¿Ã‚ ½jà ¯Ã‚ ¿Ã‚ ½ vu, and that people are going round in circles and they are lost, and all for the treasure, which is the main focus of the novel. Another literary technique that the author uses is alliteration. The sun still shining mercilessly. This is personification, and the consecutive letter s at the start of each word, along with an adjective that is connected with fear and evil created the illustration of the sun being evil, all seeing, and it seems to have deserted the good side, and just seems to be causing more heartache, as they lose the stockade, and the pirates get on the trail of the buried treasure. The overall theme of the chapters generates a sense of foreboding just by itself, because they are to do with pirates and a treasure hunt, and everyone knows that this kind of story is almost certain to have twists and turns later. I also think Jim how Jim goes off by himself into the forest shows he is developing from a boy into a brave young man. Through the use of colours in his writing, Stevenson also creates both a sense of fear and foreboding. Long John Silver is an example of this because Silver is a shade of grey, which is a colour associated with grim things and fear, and it shows foreboding because, if a person is named like this, he must be a character that is planning, or will partake in evil things at some point in the novel. The author also uses black I black conscience to describe Lon g John, as he can kill all these people, and not have them on his mind for the rest of his life, and not feel guilty. In conclusion, I think that the literary techniques used in chapters 13 and 14, are very effective in showing how, or giving hints as to how events may unfold in the latter stages of the novel, as they get closer to the treasure and the race hots up. As I have shown earlier I in my essay, Robert Louis Stevenson uses a great variety of different methods to get his points across, and he is very clever in using some techniques and how they foreshadow events easy to find, however, some you have to search for, and rack your brain to understand how they show foreboding, such as the use of assonance and alliteration. Example, should I dare to go down to the boats among those fiends, still smoking from their crime? Yes, the excellent adjectives help create fear which in turn introduces foreboding, but I had to search for it. My final verdict is that Robert Louis Stevenson is an immensely clever writer, and the way he gets the reader to think is amazing, and through close language analysis, we can see that chapters 13 and 14 are very clear in predicting character development and how events will pan out in the novel.

Psychologically Manipulative Advertising Strategies

Psychologically Manipulative Advertising Strategies Introduction: This research is based on the psychological effects of advertising on the consumer. The controversial advertising campaigns are intended to provoke discussion of global issues, not to sell clothes. Today, any product is made of two things: a percentage of material and a percentage of image. And the part of the product that is made of image is getting bigger (Luciano Benetton)( Financial Times, 2001). Therefore advertising is getting more tricky and complicated. The picture has great importance to the content of the advertisement because it has the possibility to express feelings. Owing to this, it is very important to be sure that the picture expresses feelings that agree with the strategy of the sender. If not, there is a risk that the picture sends out a message that was not intended (Sidenbladh,E 2000). This not only kills the purpose of the advertisement but fails to impact the consumers mind, not to mention the waste of valuable advertising time and the costs attached to it. Ad vertising intends to influence people to think a particular way and to apply pressure for consumers to purchase a product. There is a level of understanding of this fact on the part of the consumer, but this does not mean that the people are able to fully control their own reactions. To persuade the receiver is the most important task of the picture. The receiver is meant to think along the line of thoughts that the sender intended to create. It is therefore believed that peoples self-understanding, behaviour and lifestyle would be affected. The picture is intended to remind people about their own and personal lifestyle and experiences. The fact is that we look at a picture in accordance with our own experiences. The consciousness only grasps a small part of all the sight impressions we actually receive. This is where peoples different associations and experiences enter the picture (Hansson et al., 1992). Many of these messages are certainly involuntary, usually coming from the atti tudes that are widespread in a society at a given time. These messages are intended to attract the viewer and to guide thier thinking on certain channel with the aim of selling the product and making the consumer believe that are getting the complete package that comprises of the product along with the image attached to it. This may be achieved by giving an impression of what that product may account for in their lives by exaggerating and impressing an image of a certain level of emotional importance that they link to the product. There are many different communication models that originate from the classical Stimuli-Organization-Response Model (Aaker et al., 1992; Fiske, 1994). As an example we have chosen Edfeldt (1992) because it stresses the influence of disturbance of the senders message. The sender should create an advertisement and formulate it in the best possible way, in order to sell the product intended. Already at this stage it might happen that the message changes owing to the simple reason that it is not always so easy to put your thoughts into words and pictures. The senders own thoughts have vital importance to how the advertisement will look and through which sender and channel it will be publicized. When the advertisement reaches the sender it will be changed and also be affected by this persons personal thought; later on it will also be adjusted and might again be changed in some ways, in order to fit the media channel, which is intended. After that the receiver, and hopefully also the consi gnee, will get the message and in this step it is their thoughts that decide how the advertisement shall be interpreted. Consequently, at every step there are disturbances, which make the process sometimes troublesome.(Andersson, S. 2004)Advertising agencies make use of their knowledge of psychology to come up with campaigns that will appeal to the consumers desires and needs. In an individual society its easier to victimise the masses with such kind of an advertisement campaign as compared to multicultural societies. Products like fairness creams are significantly advertised in the sub continent and the advertisements give an impression that people who are dark are less likely to succeed in life as compared to the ones with a lighter skin tone. One of the fair and lovely ads shows how a girl cannot get her dream job only because she is dark and after using this product she get it even without an interview. (Fair and lovely, 27 Feb. 2009) Viewing such an ad will impact the people who have a darker skin and in some cases put them in a complex about their appearance. This in turn will make the consumer believe that in order to live a better life they require the product. Contrary to that in countries with a predominant Caucasian population tanning lotions are publicised. These products are again publicised sticking with the same concept. The Coppertone Sun Lotion Commercial from 1989 shows a girl walking on the beach alone and lonely and at the sight of the tanning lotion she starts to fantasize of being really sexy and a male attention magnet. (Coppertone Sun Lotion Commercial 1989, 24 Feb. 2009). This kind of an advertising approach impresses that the product being advertised is not just a luxury cosmetic anymore for the consumer but a survival necessity. Such advertisement campaigns are not taken to be offensive in that particular region and in fact are spot on as these concepts originate from the complexes that originally exist in that particular society. This may also be considered as one of the approaches to this kind of advertising. When the advertisers are dealing with a society like the one in UK that has a mixture of all sorts of cultures using such an advertisement strategy becomes all the more complex and difficult. Some of the ideas might create interest in one particular group of people, while others may be unaffected or worse offended by it. In order to design such a advertising strategy the advertisers may have to have a fairly good knowledge of the way the people think in that particular community which is being targeted. This study will investigate effectiveness of such advertising campaigns as The message of the advertisements is basically to sell products and to be able to catch the receivers attention. Therefore it is important that the sender not only makes sure that the product in the advertisement is successful and is selling, but also is aware of and careful about the pictures many effects. The values that are spread and how they in turn affect the consumer are important for the future of the product ((Hà ¤gg et al., 1972) Literature review Impact of media and in particular visuals on a consumers mind Background Historically, television was assumed to be an excellent vehicle for presenting a message to a relatively captive mass audience (Secunda, 1988). Lead by a large body of research, advertisers often spend noteworthy sums attempting to ensure that certain segments see specific ads enough to prompt some response and spawn the biggest â€Å"bang for the buck† (Vakratsas and Ambler, 1999). There has been a lot of research done on the way consumers react and interpret advertisement. This research focuses on the audience as a whole and consumers as a general market. However there has been no research carried out that divides the consumers in regards to their ethnicity and subcultures and study how each of them react to the same kind of an advertisement. A targeted advertisement is more valuable with the targeted segment because ad characteristics such as actors, symbols, and themes are customized specifically to the characteristics of the targeted consumer segment. Previous research shows that consumers who are members of the group being targeted by an ad are more likely to take a positive interpretive attitude regarding the ad than are members of non-targeted groups (Grier and Brumbaugh, 1999). That is, targeted consumers are likely to create meanings that transmit through the advertisement positively to themselves. It is a common awareness among the managers of multinational companies that advertising plays a vital role in a building brand. Developing and upholding a sturdy brand in the fullest sense requires much more strategic thinking as brand tools suggest the conceiving of a promise of value for customers and then ensuring that the promise is kept. Building a powerful brand requires determining the substantial characteristics of the contributions that carry the brand name and the payback the customers get from those benefits and the psychological or emotional benefits of the products. This may be described as what â€Å"value† means to a typical loyal customer; and what, ultimately, is the crucial nature and character of the brand over time. A good brand image will result in an increase in the brand equity. Strong brand equity allows the companies to retain customers better, service their needs more effectively, and increase profits. (Rajagopal, 2006) Consumers often animate brands by donating them with personality traits, and marketers often create or highlight these perceptions by their brand positioning. Brand personality traits provide symbolic meaning or emotional value that can chip in to consumers image of the brand. Human personality traits are determined by multi-dimensional factors like the individuals behaviour, appearance, attitude and beliefs, and demographic characteristics. Based on the trait theory, (Batra et al. 1993) observed that there are five steady personality dimensions, also called the â€Å"Big Five† human personality dimensions. The â€Å"Big Five† human personality dimensions are Extroversion/introversion, Agreeableness, Consciousness, Emotional stability, and Culture. Based on these human personality dimensions, Aaker (1997) identifies the new â€Å"Big Five† dimensions related to brands. These are Sincerity, Excitement, Competence, Sophistication, and Ruggedness. This pattern suggests that these brand personality dimensions might operate in different ways or influence consumer preference for different reasons. Sincerity, excitement, and competence represent an innate part of human personality whereas sophistication and ruggedness tap dimensions of indivi dual desire. Hence, the following proposition has been considered as the customers identify brands that have similarity to their own personalities and represent closeness in terms of the psychographic and emotional attributes.( Rajagopal, 2006) This builds the grounds for the psychologically manipulative advertising strategies. Advertisers study carefully these attributes and try to link it to the consumer. Then base the advertisements to target these personality traits in people. The following discussions in the paper analyze the influence of advertising practices on the buying behaviour of consumers. The discussions in the paper are built around cognitive relationship between the consumer behaviour and communication. There do exist well thought out advertisement strategies that are carefully planned and call upon the values of a closely defined audience or a subculture. Over a period of time, some campaigns can transform the public perceptions, in turn increasing public awareness and changing general perceptions of issues previously overlooked (Rotfield, 2002). Some subjects that are commonly used as the bases of such sort of an advertising strategy are talked about in the following chapters. These form the basis of psychological manipulative advertising strategies and have an underlined meaning and an impact on the way the consumer not just sees the product but also triggers some emotions that they start to relate to it. Sexuality The upcoming and the new focus of advertiser in th fashion advertisement is the homosexual community. With approximately 22-30 million members (Dossi, 2006), or approximately 6-7 percent of American adults (Seckler, 2006), and a combined collective buying power of $641 billion in 2006, the USA gay and lesbian market is commonly considered the â€Å"Dream Market† (Packaged Facts, 2004). The average household income for gay/lesbian households is between $60,000 and $79,999, significantly higher than that of their heterosexual counterparts (GL Census, 2005). These figures portray the homosexual community as a substantial market. There for an attractive target for the advertisers and a potential consumer base for the brands. A recent study addressing this issue investigates heterosexual and homosexual responses to ads containing heterosexual, implicit homosexual and explicit homosexual imagery (Oakenfull and Greenlee, 2005, p. 429). The authors of the study find that the conventional straight audience is alienated by explicit gay and lesbian imagery, but not by implicit gay and lesbian imagery. They also find that the homosexual audience responds equally well to both implicit and explicit gay and lesbian imagery, and therefore suggested using implicit homosexual imagery to reach this audience and at the same instance avoid alienating or worse offending the larger heterosexual population that makes up a far greater percentage of the market. However, In this study the use of implicit versus explicit gay and lesbian imagery in this study did not represent a deviation in the degree of intimacy, and may have caused a level of inaccuracy in interpretation of the results. The ad that represented the implicit im agery used was an actual beer ad containing the symbolism of a pink triangle, a rainbow flag and the slogan, â€Å"Another one coming out†, this add does have a implicit under lying message to it but does not really have a level of intimacy attached to it that was meant to be studied, whereas the supposedly explicit imagery showed a kiss on the cheek or the forehead with either a lesbian or a gay male couple, both images were taken from clothing ads. Neither ad primarily contained explicit sexual contact, and could have portrayed to be a non-sexual relationship.( Dotson M.J, et al. 2009) Based on the findings of Dotson M.J it is suggested that If narrow targeting is possible, it is preferable to the use of crossover ads. If ones primary audience consists of straight males, one might not wish to use ads with any homosexual themes. There is perhaps wider freedom with a straight female audience who may be more tolerant of ambiguous homosexual imagery. If ones primary audience is gay and lesbian, evident depictions of primarily gay males and lesbians, especially androgynous depictions, are recommended. If management wishes to use crossover appeals in a publication that appeals to both gays and straights, ambiguous subtle approaches would appear to be most appropriate (Dotson M.J, et al. 2009). Gender Gender is one of another tools that can be used for this kind of an advertising approach and plays an important role in how ads are perceived. Both the gender of the audience as well as the gender of the models presented in the ads (Oakenfull and Greenlee, 2005) is of equal value. The relations between genders may have important implications for marketers. Advertisers often place the same advertisement in multiple media outlets, and rely on it communicate a specialized message to each audience (Penaloza, 1996). This could be a problem or a gamble both at the same time. It may be a problem as all the media might not be aiming to the same kind of a consumer in terms of background and mental and emotional levels, therefore the message may be interpreted differently by the variance in the market that is being targeted. It may be a gamble as the advertisers are trying to reach out to a wider demographic with the same advertisement this could be a hit or miss situation depending on the typ e advertisement and the consumer it is targeting. Advertisers usually use gender stereotypes and gender-linked traits (a collection of psychological characteristics and behaviours characterizing men and women) and gender roles activities differentially appropriate for men or women in advertisements (An.D and kim S. 2007). Usually gender role depictions of women as dependent and emotional have been criticized for perpetuating stereotypes and having adverse effects on a wide range of behaviours (Bretl and Cantor, 1988). Specifically, Jones (1991) summarized instances of subtle stereotyping in advertisements: †¢ functional ranking – the ability to depict men in executive roles and as more functional when collaborating with women; †¢ relative size – the inclination to depict men as taller and larger than women, except in the case when women are clearly superior in social status; †¢ reutilization of subordination – an surplus of images of women lying on floors and beds or as objects of mens mock assaults; †¢ the feminine touch – the tendency to show women cradling and caressing the surface of objects with their fingers; and †¢ Family – fathers depicted as physically distant from their families or as relating primarily to sons, and mothers depicted as relating primarily to daughters. (An.D and kim S. 2007) In the past content analysis has been used as a major research method to investigate gender roles portrayed in advertising (Cooper-Chen, 1995). Since, there has been such high levels of research in this particular area, its is not fair to provide a complete review in a few paragraphs (for articles based on the review , see Courtney and Whipple, 1983; Furnham and Mak, 1999. In the first study of this particular subject, Courtney and Lockeretz (1971) reported that US magazine advertisements depicted woman for having a place only in the household, and also did not consider them of a great value to make important decisions, and thus highly dependent on the opposite sex for that matter. In the next few decades, quite a few studies based on the subject (McArthur and Resko, 1975; Belkaoui and Belkaoui, 1976; Whipple and Courtney, 1985; Gilly, 1988; Bretl and Cantor, 1988; Mazzella et al., 1992; Kramer and Knupfer, 1997; Furnham and Mak, 1999; Furnham et al., 2000) also portrayed and examine d this depiction of woman in US magazine and television advertising. This research implied the status of woman and their role to be more of a passive nature, secondary to men, and thus dependent on men, and not capable of making important decisions, depicting their lack of brainpower and authority, younger, appealing, self-enhancing, and ornamental. Such stereotyping in the portrayal of women has continued into the mid-1990s although percentage of women shown as professionals and managers has made modest gains since the late 1950s (Cheng, 1997). The role of women was also brought forward as for being an attention grabber in advertisements, women were quiet often shown as objects of sex (Soley and Kurzbard, 1986; Ferguson et al., 1990; Klassen et al., 1993). While most researchers were mainly focusing and paying attention to the role of women, another research has observed the portrayal of men and women appearing in advertisements together (Wiles and Tjernlund, 1991; Klassen et al., 1993; Zotos and Lysonski, 1994) or male positioning solely (Wolheter and Lammers, 1980; Skelly and Lundstrom, 1981; Kolbe and Albanese, 1996). These studies generally implied that men are depicted in categorically dissimilar ways as authoritative, sovereign, professional, self-directed, outdoor, middle-aged, argumentative, practical, and pleasurable. Comparative studies showed that the difference in the portrayal of the two sexes was in the presentation (i.e. men were kept in the forground as the main focus as the women provided to be a back ground) of the type of products advertised (e.g. men were used for technical products or women for the purpose of household products). Other researchers (Soley and Kurzbard, 1986; Bretl and Cantor, 1988; Ferguson et al., 1990; Klassen et al., 1993) observed that the advertisers had made some development in the ways both the genders are advertised, mainly in the depiction of women in a less domesticated way (e.g. regular representations of women in more professional and corporate ways) perhaps due to the increasing feminine movements along with â€Å"raising† of feminist consciousness (Ford and LaTour, 1993). In this observation the cases studied the impact that the consumer psychology had on the way advertisers approach their advertising campaigns. This also suggested that the advertisers dont just use advertising to make people believe in things but at times use underlying norms prevailing in the society to structure the advertising campaigns in order to relate to the audiences and reach out to them. Hence leaving an impact on the way they view things. Celebrity Another key aspect that advertisers especially in the fashion arena use to impact and attract the consumers attention is celebrities. From the work of Langmeyer and Shank (1994), we can define this assemble not only comprise objective beauty, but also non-physical beauty, such as sportsmanship, charm, grace, intelligence and credibility. A good-looking celebrity is more likely to be a more powerful foundation of a brands image due to the advantage of their celebrity standing and their physical attractiveness (Kamins, 1990). In research that has investigated physical attractiveness showed that physically attractive celebrities have a positive effect on the products and brands with which they are linked to. As an example, after thoroughly reviewing the literature, Joseph (1982) states that physically attractive celebrities have a positive effect on the way the product is perceived and looked upon. In another study Kahle and Homer (1985) discover that the celebritys attractiveness can i mprove the way the brand is remembered, what the brand promises and the attractiveness of a brand. In an even more current study, Till and Busler (1998) bring to a close that the use of an attractive representative for the brand has positive effects, on the attitude of the consumers targeted, towards the brand. One of the findings from these observations is that the attractive sources tend to attract more attention than other less attractive sources. Therefore they are able to communicate the meaning with more effectiveness. Building on from these findings, we can say that the more attractive the celebrity, the more the image of the endorsed product will benefit. An example of an advertising campaign where the attractiveness-image of a celebrity has been linked with the image of the brand and used as a psychologically impacting tool for the consumer is the Star Ambassador campaign by a renowned watchmaker Omega. This ad champagne features supermodel Cindy Crawford and Formula One racing driver Michael Schumacher. Crawfords who is renowned for her beauty, and Schumachers for his outstanding driving abilities makes them extremely eye-catching and very noticeable in their professions and beyond. These attributes make these celebrities ideal ambassadors for Omegas products (see Omega, 2004). Considering this it is safe to say that celebrity attractiveness has a positive relationship with brand image (seno.d, et al 2007). In a study carried out by Klaus et al. It suggested that, women in particular responded more positively and had a more favourable attitude towards, celebrities in the advertisements.(Klaus N et al, 2008). This research also showed that male and female consumers responded more favourably to adverts with female celebrities, with male participants providing a more favourable response than female participants, but finds only limited interaction effects, in terms of differences between male and female participants attitudes, evaluations, and responses, to adverts with male and female celebrities.(Klaus N et al, 2008) This research observed the impact of this manipulation approach in advertising on male and female consumers. Goldsmith et al. (2000) define celebrity standing in the context of advertising as the extent to which a celebrity is â€Å"perceived as possessing expertise relevant to the communication topic and can be trusted to give an objective opinion on the subject†. This shows that the careful selection of a celebrity to represent a product is crucial, as the celebrity has to have some level of relation to the way the product is preceded by the consumer. It could be in terms of the trust that the consumers hold with the celebrity or the authenticity and the sincerity of the opinion of that particular celebrity on the subject of that product. Expertise and trustworthiness are the most important aspects of celebrity credibility. When consumers evaluate these aspects of a particular celebrity, they echo on the soundness of the pronouncements made by that celebrity. There is a level of trust between the celebrity and the consumer. The trust being that the consumer believes in the credibility of what the celebrity is endorsing (e.g.Hovland et al., 1953). The more the consumer is in favour of these celebrity credibility constituents, the celebrity endorser in turn is seen to be a more convincing source for the representation of that information about the product and also as an authentic representation for that brand (e.g. Ohanian, 1990). After a careful study of the literature on this area, Goldsmith et al. (2000) conclude by saying that the assumed credibility of a particular celebrity has a positive impact, in respect to convincing consumers and influencing consumer attitudes, towards the products with which the celebrity is associated. One such example of a celebrity whose credibility coincides with that of a brands image is John Travolta (actor). He endorses the Australian airlines (Qantas). John Travolta as an individual has a passion for airplanes and aviation. He has a commercial pilot license and also owns a Boeing 707. Considering all this, John Travolta is therefore considered to be a convincing aviation expert. Therefore, the Australian airline (Qantas) values John Travolta as a celebrity endorser for their brand (Gotting, 2002). From what has been discussed above, it could be said that celebrity credibility has a positive relation to the image of the brand. As brand image has a positive relation to brand equity, It can be said that celebrity credibility has an indirect but yet a positive effect on brand equity (seno.d, et al 2007). This research emphasises and proves the importance of such kind of an advertising approach and its positive appeal to not only the brand image but also the brand e quity. Importance of consumer behaviour Consumer behaviour can be defined as ‘the study of the process involved when individuals or groups, select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires (Solomon et al., 2002). From a marketing perspective, an understanding of consumer behaviour can help marketers to come up with marketing strategies that successfully aim the group being targeted while fulfilling their business objectives. In order to come to a decision the consumer processes the information conveyed to them which in turn triggers a response including feelings and emotions. These messages, usually in form of images, ‘ either present and attractive personality for the product or indirectly suggest to the consumer that they can acquire a certain style by using a particular brand (Duncan, 2002). As an affect of the advertisements consumers relate products and brands to lifestyles or quality. The emotional experience is becoming a crucial part of advertisin g in todays world marketing communicators require a good understanding of these responses and implications in order to be able to foresee the effectiveness of brand messages (Ducan,2002). Cultural diversity in the UK At present marketers supporting ethnic communities are building brand awareness by using central symbolisms to reach ethnic consumers (Holland and Gentery, 1999). The marketers tend to use the stereotypical image of the ethnic minorities as a base for their advertisements. The inevitable stereotypical portrayal of ethnic minorities in intercultural communications results in a wide range of emotional responses and attributes regarding the motifs of marketers (Holland and Ball, 1995). At the same time the negative responses feared as a result of stereotyping regardless of the intention, may be one of the reasons as to why marketers are slow to catch on the ethnic marketing practices (Burton, 2002), also the uncertainty of marketers in how to approach ethnic consumers (Gooding, 1998). From the literature already discussed shows that the advertisers have put quiet a lot of effort in studying the consumer psychology as a whole and in the past have proved to be helpful to the marketers, ho wever very little effort has been put in the past to study the diversity of the market in terms of ethnicity. One such study lead by Holland and Gentry (1999:67) suggested that irrespective of the degree of acculturation of an ethnic individual, they still tend to ‘ maintain expressive symbols of ethnicity and cultural traditions, whilst..adapting or renegotiating them to fit into present day society. The study of these attributes can open a new window of opportunity for the advertisers to reach out to such individuals at a more personal level. In this context the expression to be used goes beyond the symbolic expression, whereas ethnic individuals hand pick parts of their cultural past with the intention of adopting them to the present day society or in other words come up with a hybrid between the two cultures that they coexist in at the same time at more of a psychological level. The strength of ethnic identification is shown to have a significant effect on audience evaluation of advertisements (Greg, 1997), and in turn is more likely to influence the way the information in the advertisements is perceived and subsequently the implications it may have on marketing related decisions (Green, 1999). Donthu and Cherian (1992) discovered that the measure of ethnic identification may be of great significance to the consumer purchase behaviour. Whittler (1991) suggested that individuals with a high ethnic identification had strong cultural attitudes attached to them, therefore are more likely to be affected by the race or origin of the model. Green (1999) discovered in his study that African Americans were more probable to have a positive assessment of an advertisement featuring models from the same race. Advertisers in their attempts to market a product look for the target markets approval for that particular advertisement though when targeting ethnic minorities they should emphasise more on the use of cultural symbols that are closer to that of the target audiences (Holland and Gentry, 1999). Koslow et al. (1994) observed that using Spanish language in advertisements was linked to positive consumer perceptions towards the advertisers sensitivity towards the Hispanic culture. Therefore it could be said that strong ethnic identifiers are likely to trigger a stronger emotional response to the advertisements that depict some sort of cultural attributes (Holland and Gentry, 1999, Green, 1999). Greens (1999) research findings suggested that ‘the individuals feelings towards advertisements depend on the degree of identification with their ethnic group. The proposition of this study would be to the advertisers that there should be a great deal of emphasis on the media strategy which w ould imply that the main focus should be on their target audience rather than on the creative strategy i.e. the use of black/white models. Green (1999) suggested that advertising in the local publications was more effective in regards to national publications when advertising to an ethnic minority. It was also observed that the Asian markets responded better to the ethnic based advertisements irrespective of the type of media (Kinra, 1997). On the other hand the representation of ethnic actors has increased greatly in the media that there is now an over representation of the ethnic minorities in the media as compared to their proportion in the society (Taylor and Stern, 1997). Thi Psychologically Manipulative Advertising Strategies Psychologically Manipulative Advertising Strategies Introduction: This research is based on the psychological effects of advertising on the consumer. The controversial advertising campaigns are intended to provoke discussion of global issues, not to sell clothes. Today, any product is made of two things: a percentage of material and a percentage of image. And the part of the product that is made of image is getting bigger (Luciano Benetton)( Financial Times, 2001). Therefore advertising is getting more tricky and complicated. The picture has great importance to the content of the advertisement because it has the possibility to express feelings. Owing to this, it is very important to be sure that the picture expresses feelings that agree with the strategy of the sender. If not, there is a risk that the picture sends out a message that was not intended (Sidenbladh,E 2000). This not only kills the purpose of the advertisement but fails to impact the consumers mind, not to mention the waste of valuable advertising time and the costs attached to it. Ad vertising intends to influence people to think a particular way and to apply pressure for consumers to purchase a product. There is a level of understanding of this fact on the part of the consumer, but this does not mean that the people are able to fully control their own reactions. To persuade the receiver is the most important task of the picture. The receiver is meant to think along the line of thoughts that the sender intended to create. It is therefore believed that peoples self-understanding, behaviour and lifestyle would be affected. The picture is intended to remind people about their own and personal lifestyle and experiences. The fact is that we look at a picture in accordance with our own experiences. The consciousness only grasps a small part of all the sight impressions we actually receive. This is where peoples different associations and experiences enter the picture (Hansson et al., 1992). Many of these messages are certainly involuntary, usually coming from the atti tudes that are widespread in a society at a given time. These messages are intended to attract the viewer and to guide thier thinking on certain channel with the aim of selling the product and making the consumer believe that are getting the complete package that comprises of the product along with the image attached to it. This may be achieved by giving an impression of what that product may account for in their lives by exaggerating and impressing an image of a certain level of emotional importance that they link to the product. There are many different communication models that originate from the classical Stimuli-Organization-Response Model (Aaker et al., 1992; Fiske, 1994). As an example we have chosen Edfeldt (1992) because it stresses the influence of disturbance of the senders message. The sender should create an advertisement and formulate it in the best possible way, in order to sell the product intended. Already at this stage it might happen that the message changes owing to the simple reason that it is not always so easy to put your thoughts into words and pictures. The senders own thoughts have vital importance to how the advertisement will look and through which sender and channel it will be publicized. When the advertisement reaches the sender it will be changed and also be affected by this persons personal thought; later on it will also be adjusted and might again be changed in some ways, in order to fit the media channel, which is intended. After that the receiver, and hopefully also the consi gnee, will get the message and in this step it is their thoughts that decide how the advertisement shall be interpreted. Consequently, at every step there are disturbances, which make the process sometimes troublesome.(Andersson, S. 2004)Advertising agencies make use of their knowledge of psychology to come up with campaigns that will appeal to the consumers desires and needs. In an individual society its easier to victimise the masses with such kind of an advertisement campaign as compared to multicultural societies. Products like fairness creams are significantly advertised in the sub continent and the advertisements give an impression that people who are dark are less likely to succeed in life as compared to the ones with a lighter skin tone. One of the fair and lovely ads shows how a girl cannot get her dream job only because she is dark and after using this product she get it even without an interview. (Fair and lovely, 27 Feb. 2009) Viewing such an ad will impact the people who have a darker skin and in some cases put them in a complex about their appearance. This in turn will make the consumer believe that in order to live a better life they require the product. Contrary to that in countries with a predominant Caucasian population tanning lotions are publicised. These products are again publicised sticking with the same concept. The Coppertone Sun Lotion Commercial from 1989 shows a girl walking on the beach alone and lonely and at the sight of the tanning lotion she starts to fantasize of being really sexy and a male attention magnet. (Coppertone Sun Lotion Commercial 1989, 24 Feb. 2009). This kind of an advertising approach impresses that the product being advertised is not just a luxury cosmetic anymore for the consumer but a survival necessity. Such advertisement campaigns are not taken to be offensive in that particular region and in fact are spot on as these concepts originate from the complexes that originally exist in that particular society. This may also be considered as one of the approaches to this kind of advertising. When the advertisers are dealing with a society like the one in UK that has a mixture of all sorts of cultures using such an advertisement strategy becomes all the more complex and difficult. Some of the ideas might create interest in one particular group of people, while others may be unaffected or worse offended by it. In order to design such a advertising strategy the advertisers may have to have a fairly good knowledge of the way the people think in that particular community which is being targeted. This study will investigate effectiveness of such advertising campaigns as The message of the advertisements is basically to sell products and to be able to catch the receivers attention. Therefore it is important that the sender not only makes sure that the product in the advertisement is successful and is selling, but also is aware of and careful about the pictures many effects. The values that are spread and how they in turn affect the consumer are important for the future of the product ((Hà ¤gg et al., 1972) Literature review Impact of media and in particular visuals on a consumers mind Background Historically, television was assumed to be an excellent vehicle for presenting a message to a relatively captive mass audience (Secunda, 1988). Lead by a large body of research, advertisers often spend noteworthy sums attempting to ensure that certain segments see specific ads enough to prompt some response and spawn the biggest â€Å"bang for the buck† (Vakratsas and Ambler, 1999). There has been a lot of research done on the way consumers react and interpret advertisement. This research focuses on the audience as a whole and consumers as a general market. However there has been no research carried out that divides the consumers in regards to their ethnicity and subcultures and study how each of them react to the same kind of an advertisement. A targeted advertisement is more valuable with the targeted segment because ad characteristics such as actors, symbols, and themes are customized specifically to the characteristics of the targeted consumer segment. Previous research shows that consumers who are members of the group being targeted by an ad are more likely to take a positive interpretive attitude regarding the ad than are members of non-targeted groups (Grier and Brumbaugh, 1999). That is, targeted consumers are likely to create meanings that transmit through the advertisement positively to themselves. It is a common awareness among the managers of multinational companies that advertising plays a vital role in a building brand. Developing and upholding a sturdy brand in the fullest sense requires much more strategic thinking as brand tools suggest the conceiving of a promise of value for customers and then ensuring that the promise is kept. Building a powerful brand requires determining the substantial characteristics of the contributions that carry the brand name and the payback the customers get from those benefits and the psychological or emotional benefits of the products. This may be described as what â€Å"value† means to a typical loyal customer; and what, ultimately, is the crucial nature and character of the brand over time. A good brand image will result in an increase in the brand equity. Strong brand equity allows the companies to retain customers better, service their needs more effectively, and increase profits. (Rajagopal, 2006) Consumers often animate brands by donating them with personality traits, and marketers often create or highlight these perceptions by their brand positioning. Brand personality traits provide symbolic meaning or emotional value that can chip in to consumers image of the brand. Human personality traits are determined by multi-dimensional factors like the individuals behaviour, appearance, attitude and beliefs, and demographic characteristics. Based on the trait theory, (Batra et al. 1993) observed that there are five steady personality dimensions, also called the â€Å"Big Five† human personality dimensions. The â€Å"Big Five† human personality dimensions are Extroversion/introversion, Agreeableness, Consciousness, Emotional stability, and Culture. Based on these human personality dimensions, Aaker (1997) identifies the new â€Å"Big Five† dimensions related to brands. These are Sincerity, Excitement, Competence, Sophistication, and Ruggedness. This pattern suggests that these brand personality dimensions might operate in different ways or influence consumer preference for different reasons. Sincerity, excitement, and competence represent an innate part of human personality whereas sophistication and ruggedness tap dimensions of indivi dual desire. Hence, the following proposition has been considered as the customers identify brands that have similarity to their own personalities and represent closeness in terms of the psychographic and emotional attributes.( Rajagopal, 2006) This builds the grounds for the psychologically manipulative advertising strategies. Advertisers study carefully these attributes and try to link it to the consumer. Then base the advertisements to target these personality traits in people. The following discussions in the paper analyze the influence of advertising practices on the buying behaviour of consumers. The discussions in the paper are built around cognitive relationship between the consumer behaviour and communication. There do exist well thought out advertisement strategies that are carefully planned and call upon the values of a closely defined audience or a subculture. Over a period of time, some campaigns can transform the public perceptions, in turn increasing public awareness and changing general perceptions of issues previously overlooked (Rotfield, 2002). Some subjects that are commonly used as the bases of such sort of an advertising strategy are talked about in the following chapters. These form the basis of psychological manipulative advertising strategies and have an underlined meaning and an impact on the way the consumer not just sees the product but also triggers some emotions that they start to relate to it. Sexuality The upcoming and the new focus of advertiser in th fashion advertisement is the homosexual community. With approximately 22-30 million members (Dossi, 2006), or approximately 6-7 percent of American adults (Seckler, 2006), and a combined collective buying power of $641 billion in 2006, the USA gay and lesbian market is commonly considered the â€Å"Dream Market† (Packaged Facts, 2004). The average household income for gay/lesbian households is between $60,000 and $79,999, significantly higher than that of their heterosexual counterparts (GL Census, 2005). These figures portray the homosexual community as a substantial market. There for an attractive target for the advertisers and a potential consumer base for the brands. A recent study addressing this issue investigates heterosexual and homosexual responses to ads containing heterosexual, implicit homosexual and explicit homosexual imagery (Oakenfull and Greenlee, 2005, p. 429). The authors of the study find that the conventional straight audience is alienated by explicit gay and lesbian imagery, but not by implicit gay and lesbian imagery. They also find that the homosexual audience responds equally well to both implicit and explicit gay and lesbian imagery, and therefore suggested using implicit homosexual imagery to reach this audience and at the same instance avoid alienating or worse offending the larger heterosexual population that makes up a far greater percentage of the market. However, In this study the use of implicit versus explicit gay and lesbian imagery in this study did not represent a deviation in the degree of intimacy, and may have caused a level of inaccuracy in interpretation of the results. The ad that represented the implicit im agery used was an actual beer ad containing the symbolism of a pink triangle, a rainbow flag and the slogan, â€Å"Another one coming out†, this add does have a implicit under lying message to it but does not really have a level of intimacy attached to it that was meant to be studied, whereas the supposedly explicit imagery showed a kiss on the cheek or the forehead with either a lesbian or a gay male couple, both images were taken from clothing ads. Neither ad primarily contained explicit sexual contact, and could have portrayed to be a non-sexual relationship.( Dotson M.J, et al. 2009) Based on the findings of Dotson M.J it is suggested that If narrow targeting is possible, it is preferable to the use of crossover ads. If ones primary audience consists of straight males, one might not wish to use ads with any homosexual themes. There is perhaps wider freedom with a straight female audience who may be more tolerant of ambiguous homosexual imagery. If ones primary audience is gay and lesbian, evident depictions of primarily gay males and lesbians, especially androgynous depictions, are recommended. If management wishes to use crossover appeals in a publication that appeals to both gays and straights, ambiguous subtle approaches would appear to be most appropriate (Dotson M.J, et al. 2009). Gender Gender is one of another tools that can be used for this kind of an advertising approach and plays an important role in how ads are perceived. Both the gender of the audience as well as the gender of the models presented in the ads (Oakenfull and Greenlee, 2005) is of equal value. The relations between genders may have important implications for marketers. Advertisers often place the same advertisement in multiple media outlets, and rely on it communicate a specialized message to each audience (Penaloza, 1996). This could be a problem or a gamble both at the same time. It may be a problem as all the media might not be aiming to the same kind of a consumer in terms of background and mental and emotional levels, therefore the message may be interpreted differently by the variance in the market that is being targeted. It may be a gamble as the advertisers are trying to reach out to a wider demographic with the same advertisement this could be a hit or miss situation depending on the typ e advertisement and the consumer it is targeting. Advertisers usually use gender stereotypes and gender-linked traits (a collection of psychological characteristics and behaviours characterizing men and women) and gender roles activities differentially appropriate for men or women in advertisements (An.D and kim S. 2007). Usually gender role depictions of women as dependent and emotional have been criticized for perpetuating stereotypes and having adverse effects on a wide range of behaviours (Bretl and Cantor, 1988). Specifically, Jones (1991) summarized instances of subtle stereotyping in advertisements: †¢ functional ranking – the ability to depict men in executive roles and as more functional when collaborating with women; †¢ relative size – the inclination to depict men as taller and larger than women, except in the case when women are clearly superior in social status; †¢ reutilization of subordination – an surplus of images of women lying on floors and beds or as objects of mens mock assaults; †¢ the feminine touch – the tendency to show women cradling and caressing the surface of objects with their fingers; and †¢ Family – fathers depicted as physically distant from their families or as relating primarily to sons, and mothers depicted as relating primarily to daughters. (An.D and kim S. 2007) In the past content analysis has been used as a major research method to investigate gender roles portrayed in advertising (Cooper-Chen, 1995). Since, there has been such high levels of research in this particular area, its is not fair to provide a complete review in a few paragraphs (for articles based on the review , see Courtney and Whipple, 1983; Furnham and Mak, 1999. In the first study of this particular subject, Courtney and Lockeretz (1971) reported that US magazine advertisements depicted woman for having a place only in the household, and also did not consider them of a great value to make important decisions, and thus highly dependent on the opposite sex for that matter. In the next few decades, quite a few studies based on the subject (McArthur and Resko, 1975; Belkaoui and Belkaoui, 1976; Whipple and Courtney, 1985; Gilly, 1988; Bretl and Cantor, 1988; Mazzella et al., 1992; Kramer and Knupfer, 1997; Furnham and Mak, 1999; Furnham et al., 2000) also portrayed and examine d this depiction of woman in US magazine and television advertising. This research implied the status of woman and their role to be more of a passive nature, secondary to men, and thus dependent on men, and not capable of making important decisions, depicting their lack of brainpower and authority, younger, appealing, self-enhancing, and ornamental. Such stereotyping in the portrayal of women has continued into the mid-1990s although percentage of women shown as professionals and managers has made modest gains since the late 1950s (Cheng, 1997). The role of women was also brought forward as for being an attention grabber in advertisements, women were quiet often shown as objects of sex (Soley and Kurzbard, 1986; Ferguson et al., 1990; Klassen et al., 1993). While most researchers were mainly focusing and paying attention to the role of women, another research has observed the portrayal of men and women appearing in advertisements together (Wiles and Tjernlund, 1991; Klassen et al., 1993; Zotos and Lysonski, 1994) or male positioning solely (Wolheter and Lammers, 1980; Skelly and Lundstrom, 1981; Kolbe and Albanese, 1996). These studies generally implied that men are depicted in categorically dissimilar ways as authoritative, sovereign, professional, self-directed, outdoor, middle-aged, argumentative, practical, and pleasurable. Comparative studies showed that the difference in the portrayal of the two sexes was in the presentation (i.e. men were kept in the forground as the main focus as the women provided to be a back ground) of the type of products advertised (e.g. men were used for technical products or women for the purpose of household products). Other researchers (Soley and Kurzbard, 1986; Bretl and Cantor, 1988; Ferguson et al., 1990; Klassen et al., 1993) observed that the advertisers had made some development in the ways both the genders are advertised, mainly in the depiction of women in a less domesticated way (e.g. regular representations of women in more professional and corporate ways) perhaps due to the increasing feminine movements along with â€Å"raising† of feminist consciousness (Ford and LaTour, 1993). In this observation the cases studied the impact that the consumer psychology had on the way advertisers approach their advertising campaigns. This also suggested that the advertisers dont just use advertising to make people believe in things but at times use underlying norms prevailing in the society to structure the advertising campaigns in order to relate to the audiences and reach out to them. Hence leaving an impact on the way they view things. Celebrity Another key aspect that advertisers especially in the fashion arena use to impact and attract the consumers attention is celebrities. From the work of Langmeyer and Shank (1994), we can define this assemble not only comprise objective beauty, but also non-physical beauty, such as sportsmanship, charm, grace, intelligence and credibility. A good-looking celebrity is more likely to be a more powerful foundation of a brands image due to the advantage of their celebrity standing and their physical attractiveness (Kamins, 1990). In research that has investigated physical attractiveness showed that physically attractive celebrities have a positive effect on the products and brands with which they are linked to. As an example, after thoroughly reviewing the literature, Joseph (1982) states that physically attractive celebrities have a positive effect on the way the product is perceived and looked upon. In another study Kahle and Homer (1985) discover that the celebritys attractiveness can i mprove the way the brand is remembered, what the brand promises and the attractiveness of a brand. In an even more current study, Till and Busler (1998) bring to a close that the use of an attractive representative for the brand has positive effects, on the attitude of the consumers targeted, towards the brand. One of the findings from these observations is that the attractive sources tend to attract more attention than other less attractive sources. Therefore they are able to communicate the meaning with more effectiveness. Building on from these findings, we can say that the more attractive the celebrity, the more the image of the endorsed product will benefit. An example of an advertising campaign where the attractiveness-image of a celebrity has been linked with the image of the brand and used as a psychologically impacting tool for the consumer is the Star Ambassador campaign by a renowned watchmaker Omega. This ad champagne features supermodel Cindy Crawford and Formula One racing driver Michael Schumacher. Crawfords who is renowned for her beauty, and Schumachers for his outstanding driving abilities makes them extremely eye-catching and very noticeable in their professions and beyond. These attributes make these celebrities ideal ambassadors for Omegas products (see Omega, 2004). Considering this it is safe to say that celebrity attractiveness has a positive relationship with brand image (seno.d, et al 2007). In a study carried out by Klaus et al. It suggested that, women in particular responded more positively and had a more favourable attitude towards, celebrities in the advertisements.(Klaus N et al, 2008). This research also showed that male and female consumers responded more favourably to adverts with female celebrities, with male participants providing a more favourable response than female participants, but finds only limited interaction effects, in terms of differences between male and female participants attitudes, evaluations, and responses, to adverts with male and female celebrities.(Klaus N et al, 2008) This research observed the impact of this manipulation approach in advertising on male and female consumers. Goldsmith et al. (2000) define celebrity standing in the context of advertising as the extent to which a celebrity is â€Å"perceived as possessing expertise relevant to the communication topic and can be trusted to give an objective opinion on the subject†. This shows that the careful selection of a celebrity to represent a product is crucial, as the celebrity has to have some level of relation to the way the product is preceded by the consumer. It could be in terms of the trust that the consumers hold with the celebrity or the authenticity and the sincerity of the opinion of that particular celebrity on the subject of that product. Expertise and trustworthiness are the most important aspects of celebrity credibility. When consumers evaluate these aspects of a particular celebrity, they echo on the soundness of the pronouncements made by that celebrity. There is a level of trust between the celebrity and the consumer. The trust being that the consumer believes in the credibility of what the celebrity is endorsing (e.g.Hovland et al., 1953). The more the consumer is in favour of these celebrity credibility constituents, the celebrity endorser in turn is seen to be a more convincing source for the representation of that information about the product and also as an authentic representation for that brand (e.g. Ohanian, 1990). After a careful study of the literature on this area, Goldsmith et al. (2000) conclude by saying that the assumed credibility of a particular celebrity has a positive impact, in respect to convincing consumers and influencing consumer attitudes, towards the products with which the celebrity is associated. One such example of a celebrity whose credibility coincides with that of a brands image is John Travolta (actor). He endorses the Australian airlines (Qantas). John Travolta as an individual has a passion for airplanes and aviation. He has a commercial pilot license and also owns a Boeing 707. Considering all this, John Travolta is therefore considered to be a convincing aviation expert. Therefore, the Australian airline (Qantas) values John Travolta as a celebrity endorser for their brand (Gotting, 2002). From what has been discussed above, it could be said that celebrity credibility has a positive relation to the image of the brand. As brand image has a positive relation to brand equity, It can be said that celebrity credibility has an indirect but yet a positive effect on brand equity (seno.d, et al 2007). This research emphasises and proves the importance of such kind of an advertising approach and its positive appeal to not only the brand image but also the brand e quity. Importance of consumer behaviour Consumer behaviour can be defined as ‘the study of the process involved when individuals or groups, select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires (Solomon et al., 2002). From a marketing perspective, an understanding of consumer behaviour can help marketers to come up with marketing strategies that successfully aim the group being targeted while fulfilling their business objectives. In order to come to a decision the consumer processes the information conveyed to them which in turn triggers a response including feelings and emotions. These messages, usually in form of images, ‘ either present and attractive personality for the product or indirectly suggest to the consumer that they can acquire a certain style by using a particular brand (Duncan, 2002). As an affect of the advertisements consumers relate products and brands to lifestyles or quality. The emotional experience is becoming a crucial part of advertisin g in todays world marketing communicators require a good understanding of these responses and implications in order to be able to foresee the effectiveness of brand messages (Ducan,2002). Cultural diversity in the UK At present marketers supporting ethnic communities are building brand awareness by using central symbolisms to reach ethnic consumers (Holland and Gentery, 1999). The marketers tend to use the stereotypical image of the ethnic minorities as a base for their advertisements. The inevitable stereotypical portrayal of ethnic minorities in intercultural communications results in a wide range of emotional responses and attributes regarding the motifs of marketers (Holland and Ball, 1995). At the same time the negative responses feared as a result of stereotyping regardless of the intention, may be one of the reasons as to why marketers are slow to catch on the ethnic marketing practices (Burton, 2002), also the uncertainty of marketers in how to approach ethnic consumers (Gooding, 1998). From the literature already discussed shows that the advertisers have put quiet a lot of effort in studying the consumer psychology as a whole and in the past have proved to be helpful to the marketers, ho wever very little effort has been put in the past to study the diversity of the market in terms of ethnicity. One such study lead by Holland and Gentry (1999:67) suggested that irrespective of the degree of acculturation of an ethnic individual, they still tend to ‘ maintain expressive symbols of ethnicity and cultural traditions, whilst..adapting or renegotiating them to fit into present day society. The study of these attributes can open a new window of opportunity for the advertisers to reach out to such individuals at a more personal level. In this context the expression to be used goes beyond the symbolic expression, whereas ethnic individuals hand pick parts of their cultural past with the intention of adopting them to the present day society or in other words come up with a hybrid between the two cultures that they coexist in at the same time at more of a psychological level. The strength of ethnic identification is shown to have a significant effect on audience evaluation of advertisements (Greg, 1997), and in turn is more likely to influence the way the information in the advertisements is perceived and subsequently the implications it may have on marketing related decisions (Green, 1999). Donthu and Cherian (1992) discovered that the measure of ethnic identification may be of great significance to the consumer purchase behaviour. Whittler (1991) suggested that individuals with a high ethnic identification had strong cultural attitudes attached to them, therefore are more likely to be affected by the race or origin of the model. Green (1999) discovered in his study that African Americans were more probable to have a positive assessment of an advertisement featuring models from the same race. Advertisers in their attempts to market a product look for the target markets approval for that particular advertisement though when targeting ethnic minorities they should emphasise more on the use of cultural symbols that are closer to that of the target audiences (Holland and Gentry, 1999). Koslow et al. (1994) observed that using Spanish language in advertisements was linked to positive consumer perceptions towards the advertisers sensitivity towards the Hispanic culture. Therefore it could be said that strong ethnic identifiers are likely to trigger a stronger emotional response to the advertisements that depict some sort of cultural attributes (Holland and Gentry, 1999, Green, 1999). Greens (1999) research findings suggested that ‘the individuals feelings towards advertisements depend on the degree of identification with their ethnic group. The proposition of this study would be to the advertisers that there should be a great deal of emphasis on the media strategy which w ould imply that the main focus should be on their target audience rather than on the creative strategy i.e. the use of black/white models. Green (1999) suggested that advertising in the local publications was more effective in regards to national publications when advertising to an ethnic minority. It was also observed that the Asian markets responded better to the ethnic based advertisements irrespective of the type of media (Kinra, 1997). On the other hand the representation of ethnic actors has increased greatly in the media that there is now an over representation of the ethnic minorities in the media as compared to their proportion in the society (Taylor and Stern, 1997). Thi

Letter :: essays research papers

Legislator Donald Trotta Dear Donald Trotta   Ã‚  Ã‚  Ã‚  Ã‚  My name is Jeffrey Magloire and I am a current matriculating student at Sullivan County Community College I have a couple of issues that I wanted to bring forward to your attention. As you may or may not know Sullivan County Community College has just constructed a new dormitory for incoming students. This Dormitory has opened up doors to many students that could not handle the commute to and from school. Although the dormitory has been an advantage to students traveling; the students have been living in poor condition for the last five weeks. The first problem occurred the day we walked in. The students were put into rooms where the paint smell was still resident and was the cause of two asthma attacks. We still have not received camera’s which would have been no problem if they had more than two security guards for each shift in our 350 capacity student dorm. I have read the contract that was handed to me and the dormitory has violated many promises made on that contract. The first violation has made many students drop out of school and go home and miss one semester of school. The Dormitory Corporation promised us daily maintenance on all of our bathrooms but the maintenance workers come only three times a week which has raised hazardous fumes coming from the bathroom and also the bathroom utensils are not available to students frequently which has deferred the students from having proper hygiene. The roof fire alarm has not been turned off due to the shortness of security officers and the alarm goes off every night due to loitering. They also promised that we will have telephone service which has not been honored and most of students have no way of contacting their friends and family. The School has one phone line and that one phone line is occupied by resident assistant, resident managers, security and is also the phone that security uses to contact the fire department in case of emergency.

Thomas Jefferson Essay examples -- Biographies American Presidents Pap

Thomas Jefferson The third president of the United States, a diplomat, statesman, architect, scientist, and philosopher, Thomas Jefferson is one of the most eminent figures in American history. No leader in the period of the American Enlightenment was as articulate, wise, or conscious of the implications and consequences of a free society as Thomas Jefferson. Thomas Jefferson was born on April 13, 1743, at Shadwell, a tobacco plantation in Virginia. His father, Peter Jefferson, was a self-made success, and although uneducated he was a very intelligent man. His mother, Jane Randolph was a member of one of the most distinguished families in Virginia . Peter Jefferson died when Thomas was 14 and left him valuable lands and property. Denied a formal education himself, he directed that his son be given complete classical training. He studied with Reverend Mr. Maury, a classical scholar, for two years and in 1760 he attended William and Mary College. After graduating from William and Mary in 1762, Jefferson studied law for five years under George Wythe. In January of 1772, he married Martha Wayles Skelton and established a residence at Monticello. When they moved to Monticello, only a small one room building was completed. Jefferson was thirty when he began his political career. He was elected to the Virginia House of Burgess in 1769, where his first action was an unsuccessful bill allowing owners to free their slaves. The impending crisis in British-Colonial relations overshadowed routine affairs of legislature. In 1774, the first of the Intolerable Acts closed the port of Boston until Massachusetts paid for the Boston Tea Party of the preceding year. Jefferson and other younger members of the Virgini... ...ound it very interesting that of all the accomplishments that Jefferson listed on his headstone he apparently did not think it important enough to mention that he had been twice elected and served as president of the United States. Bibliography Daugherty, Sonia. Thomas Jefferson: Fighter for Freedom and Human Rights. New York: Frederick Ungar Publishing Company, 1961. Koch, Adrienne, and William Peden. The Life and Selected Writings Of Thomas Jefferson. New York: Random House Publishers, 1993. McLaughlin, Jack. Jefferson and Monticello The Biography Of A Builder. 1st ed. New York: Henry Holt and Company Publishers, 1988. Randall, Willard Sterne. Thomas Jefferson A Life. 1st ed. New York: Henry Holt and Company Publishers, 1993. Smith, Page. Jefferson A Revealing Biography. New York: American Heritage Publishing Company, 1976.

Henry Ford Essay -- Automobile automotive industry biography

Henry Ford revolutionized the American automotive industry and forever changed transportation. Born on the morning of July 30, 1863 in a patch of Michigan woods, Henry Ford matured into the founder of the Ford Motor Co. that made the Ford name famous. The Ford Motor Co. would develop American automotive icons that continue to make a lasting impression. Henry's ancestors came to Michigan from Ireland in hope of a new life in a New World. His parents, William and Mary found success in America, unfortunately Mary died a tragic death after complications of the birth of her eighth child (Lacey 11). At the young age of fourteen Henry is already interested in industry and mechanics, he sees his first steam engine that gave him newfound enthusiasm to continue with his interest. Without hesitation Henry immediately gets out into the exciting working world and starts his own business with friend James Flower in 1879 called the James Flower And Brother Machine Shop. Soon moving to Detroit, Henry uses his skills from his company to get hired at the Detroit Dry Dock Company where he meets a major inspiration, a construction engineer by the name of Frank Kirby (Lacey 24). Kirby taught Henry to "Stick in his toenails" and to work hard if he wanted to succeed, Henry took him very seriously. Many years later Henry shows his respect to Frank when he decides to place the names of the world's greatest inventors and scientists on his engineering laboratory in Detroit. The names included Copernicus, Edison, Newton and Kirby. Henry had been working very hard lately and took a break from his industrial career to venture back to the family farm where he married Clara Bryant on April 11, 1888 (Lacey 32). On a quest to continue his dream of t... ... public, he succeeded in giving all of the United States access to travel anywhere they desire. While at the same time the nation's economy soared from the sales of other industries that supported his factories, such as rubber, steel and glass. Consumers were no longer confined to their small towns, now they can bring their families and their money to enjoy great cities such as Detroit, where Ford got his lucky break in industry. Today the automobile industry is stronger than ever, selling millions of cars to eager consumers. Every year new models are released with newer features and technology to lure the purchaser. Every manufacturer today should thank Ford for what it has done in the past, whether it was the assembly line, interchangeable parts, strong quality of the Model T, it's undeniable what Ford has done for the industry, economy and transportation.