Women in The Lone Ranger and Tonto Fistfight in Heaven by Sherman Alexi

Women in The Lone Ranger and Tonto Fistfight in Heaven by Sherman Alexie A warrior is recognized as sonmeone who battles for his/her beliefs. Even after receiving mortal wounds many times, such a person never leaves the battlefield. However, the inspiring and metaphorical idea of a warrior can certainly extend beyond the actual battlefield, and into the universal battle of living life. A woman must face this world like a warrior. She must endure the pain of a past that oppressed her, the adversity of a present that is only beginning to understand her, and a future that will continuously test her. From the beginning of time, Native American women have been a driving force in their cultures, retaining their immense strength throughout centuries of exploitation. Mothers and grandmothers held the family together with their gentle power, and medicine women were the local psychologists, therapists, physicians, and marriage counselors to entire tribes. In The Lone Ranger and Tonto Fistfight in Heaven, Sherman Alexie's short story collection about life on the Spo kane Indian reservation, Alexie depicts characters that are world-wearied and heavy with 500 years worth of humiliation and rejection. They have lived their lives in the confines of the reservation, resorting to alcohol, depression, and frustration. However, these women seek to hold together, both spiritually and generatively, the fabric of a culture that is assaulted on all sides. They are warrior-like in their determination to battle the hardships of their lives, all while holding their families and their heritage together with great compassion and spirit. Although one may argue that many of these women were unable to avoid the inevitable feeling of hopelessness, one can see with a deeper look into the reservation that they firmly wrestle the battles that face them. The most immediate hardships that many of the women in Alexie's stories face are the struggles to hold together their crumbling families. For example, Victor's mother must endure the various 'storms'; of her life: her husband's alcoholism, the lack of basic necessities, her own depression, and the overall desperation of the household. However, she is able to give her family a sense of hope. 'During all these kinds of tiny storms, Victor's mother would rise with her medicine and magic?She would comb Victor's braids into dreams.'; (p. 5) ... ...e women face their opposition with a warrior's strength; yet also with a maternal-like gentle compassion. Whether it is picking up the pieces of a broken family, reaching out to a community, or having pride in one's heritage and background, the women all show a sincere dedication that is truly admirable. A woman's life is never easy, and the additional struggles of being a Native American make life on the Spokane reservation even harder. But these women bless the shields of their warriors as they face the unjust world, and they look towards the future with a warrior's spirit themselves. Summary Paragraph: The women characters in Sherman Alexie's The Lone Ranger and Tonto Fistfight in Heaven all show great compassion and warrior-like strength, despite the many trials that face them. They are able to hold their families together and give them some sense of hope. These women also extend their dedication into their broken communities by offering kindness and refuge. However, the greatest internal conflict that they face with strength is taking pride in their own heritage and spreading this pride. They face all of the innumerable opponents in life with a warrior's spirit.

Life and Death in Cats Cradle :: essays research papers

Life and Death in Cats Cradle   Ã‚  Ã‚  Ã‚  Ã‚  Life is a struggle to defy the inevitable. Since the beginning of time man has contemplated his own death, labored over the meaning of life, and created religion to explain all that he can not understand. Death at some point will catch up with all of society and at some point the entire world as human beings have come to know it will come to an end. No one can hide from death or attempt to out run its ever-expanding claw; death is absolute. It is possibly the only certainty in all of human existence. Whether the sun explodes sucking itself into its own infinite gravity, or human beings finally manage to destroy this beautiful planet, life will end. All great societies have come to tragic anti-climatic ends. The Romans slowly poisoned themselves through their use of an amazingly complex lead piping system, and Athens feel eventually to an equally dismal fate. In our modern society the world has watched as many threats of global destruction have come and gone. The f act that currently the nuclear arsenal of the United States alone could easily destroy all of earth leaves many fearing that the end is near. The contemplation of ones eventual demise leads one to think that life is no longer worth the effort to live. In Cats Cradle the destruction of the world is realized by the invention of a substance capable of freezing all water on earth. Its inventor was a peaceful man, a man who invented for the sake of discovery, for the sake of the human race. It was only after his death, that the greed and stupidity of man allowed this substance to end all man has struggled to create. Throughout human existence man’s disregard for his home and his environment is evident in all aspects of cultural. This disregard for the frailties of nature will eventually lead to the death of all humanity.   Ã‚  Ã‚  Ã‚  Ã‚  In Cat’s Cradle the narrator John winds his way through the events that eventually lead to the destruction of the human race. Life to John is a quest; a quest that is defined finally by his new found religion Bokononism. He feels that everyone in his life revolves around him as they all search for something of meaning in their lives; this group is called a karass. Life is a gift that is never solicited and often unappreciated after given.

PLATE

The protein fraction from 70 percent saturation of recrystallised ammonium sulphate was found to have the maximum protein content (19.6 mg/g flower) and hence it was selected for further studies and is abbreviated as PAF in the present study. 4.2.1 Characterization of the selected PAF by Native PAGE and SDS PAGE The selected PAF was characterized by column chromatography. This showed a single peak and was further characterized in native PAGE and SDS page. The results are shown in Plate the SDS-PAGE analysis of the ammonium sulphate precipitated protein extract showed 15 different protein bands with good visibility in CBB R250 staining method (Figure). PLATE CHARACTER IZATION OF PFPa BY PAGE AND SDS PAGE A – Standard Protein Markers; B – PAGE; C– SDS PAGE Each fraction showed a number of major and minor bands indicating several proteins. Of the several bands obtained in 70 per cent saturation of ammonium sulphate, the major band alone was eluted. In order to find out the presence of subunits in this band, it was further subjected to SDS PAGE. The results showed one major protein indicating the absence of subunits. The molecular weight of this protein was found to be 99 KD when compared to the standard molecular markers. 4.3. Fifty percent effective dose of selected protein fraction of Plumeria alba The free radical scavenging capacity of PFC was tested by its ability to bleach the stable DPPH. The DPPH (2,2 diphenyl -1- picryl hydrazyl) radical scavenging activity was carried out using different concentrations of PFC (Figure). The radical scavenging activity was found to be dose dependent. Figure Percentage Free Radical Scavenging Activity of Selected protein fraction of Plumeria alba The protein fraction of Plumeria flower extract showed the dose dependent DPPH radical scavenging activity. From the graph, the 50 percent effective concentrations of these were found to be 28 Â µg and 35 Â µg and used in the further studies. Free radicals and their scavenging systems play important role in the healing of normal and delayed types of wounds. The dose response curve of DPPH radical scavenging activity 0 10 20 30 40 50 60 70 80 90 10010 20 30 40 50 60 70 80 90 100 Ascorbic acid Plant sampleDPPH RadicalScavenging 9(%) of the extract and standards showed that at the highest concentration (0.5mg ml-1) the scavenging effect of the methanolic extract reached 9.3% (Afolayan et al., 2008). Shyuret al. (2005) also reported that the scavenging activity for free radicals of 1,1diphyryl-2-picrylhydrazyl (DPPH) has been widely used to evaluate the antioxidant activity of natural products from plants. The antioxidant activities of the leafy vegetables of India were measured in different systems of assays such as DPPH assay, super oxide radical scavenging assay, hydroxyl radical scavenging assay and lipid peroxidation assay and IC50 values were calculated (Dasgupta and De 2007). 4.4. Matrix-Assisted Laser Desorption/Ionization – Time of Flight Mass Spectra (MALDI-TOF MS) MALDI-TOF mass spectra were used for the analysis of peptide mass fingerprinting and MS/MS ion search identification of the in-gel trypsin digested protein fragments (Figure 5), selected peptide masses were submitted to Mascot (http://www.matrixscience.com) for SwissProt databases search. There was no conclusive match in peptide mass fingerprinting, since MS/MS ion search program was selected for further identification. The MS/MS ion search in the NCBIProt database revealed that, WRKY transcription factor WRKY24-like isoform X1 [Juglans regia] (Figure 6-7) with the protein score of 81 (Protein score is 10*Log(P), where P is the probability that the observed match is a random event. Protein scores greater than 80 are significant (p

Effect of endorsement advertisement on rural vs. urban youth buying behavior Essay

In today’s highly competitive markets, big brands are at logger-heads when it comes to products being offered, each having a similar product to that of a rival. Where does one brand gain that quintessential advantage – advertising, service, promise of trust, or even the all important price factors? Advertising seems to be the best platform where brands prefer to compete on – right from hiring the best advertising agencies to getting the biggest celebrities. Celebrity endorsement is a special type of advertisement which includes a famous person from film fraternity, athletes, and sports, modeling world etc. It helps in promoting the Brand and also increasing the sales of the product. Celebrity endorsement has not developed in recent years, it is being used since the days of Lux and Dabur Amla Hair Oil. This type of marketing strategy is used to promote the Brand and has proved in itself a boon in advertising world. However, it is very expensive to endorse a celebrity for a product but in the long run it has helped in enhancing the Brand Image. Celebrities are also interested in endorsing themselves as they get highly compensated and their visibility also increase. Infact several celebrities from bollywood use these advertisements for Promoting their new releases and also vice-versa. India is a country where people are star-struck by film stars, cricketers, politicians, and even criminals. Why? Population of 1 billion and ticking, everyday people need something or someone to look up to. A sense of security, admiration, comfort, familiarity, and above all, someone they aspire to be at some hidden level in their lives. And clever marketers leverage this very  celebrity appeal and are successfully carrying out their jobs by giving the bottom lines of all the brands what they want – profit, market share and even recall. But how much star power is too much? â€Å"Does Amitabh really use Boro Plus† And â€Å"Does Salman Khan really uses Wheel† asked a 6 year old to her mother. Her mother laughs and says, â€Å"No way, just a gimmick.† What does that do to the brand? Many companies have had considerable success using celebrities as spokesperson, both endorser image serve as mediators in the equity-creation process of celebrity product endorsement (Seno and Lukas, 2007). Product attitude was predicted by inferences about the endorser’s liking for the product and by attitudes towards the endorser (Silvera and Austad, 2004). When however respondents are exposed to negative information about a celebrity endorser, a negative transference of affect in the endorsement relationship may also occur. When the situation is reversed and the respondents are exposed to negative information about the brand, the transference of affect is mitigated (White et al., 2009). Businesses have long sought to distract the attention of the potentials customers that live in a world of ever increasing commercial bombardment. Everyday consumers are exposed to thousands of voices and images in magazines, newspaper, and on billboards, websites, radio and television. Every brand attempts to steal a fraction of an unsuspecting person’s time to inform him or her of the amazing and different attributes of the product at hand. Because of the constant media saturation that most people experience daily, they eventually become numb to the standard marketing techniques. The challenge of the marketer is to hook the subject’s attention. 3 This is true for the classic forms of celebrity, like Film Stars (eg. Amitabh Bachchan, Shahrukh Khan, Rani Mukherjee, Aamir Khan and Pierce Brosnan). Models (e.g., Malaika Arora, Lisa Ray , Naomi Campbell, Gisele Buendchen etc)., Sports Figures (e.g., Sachin Tendulkar, Mahendra Singh Dhoni, Virander Sehwag, Rahul Dravid, Zaheer Khan , Steve Waugh, etc). Entertainers (e.g. Cyrus Broacha, Oprah winfrey, Conan O’Brien), and Pop-Stars (e.g., Madonna, David Bowie) – but also for less obvious groups like Businessmen (e.g., Donald Trump, Bill Gates) or politicians. Celebrities appear in public in different ways. First, they appear in public when fulfilling their profession, e.g., Viswanathan Anand, who plays chess in front of the audience. Further, celebrities appear in public by attending special celebrity events, e.g., award ceremonies, inauguration or world premier of movies. In addition, they present themselves in news, fashion, magazines, and tabloids’, which provide second information on events and the ‘private life ‘of celebrities through mass-media channel (e.g., Smriti Irani being regular feature in various publications). Last but not the least, celebrities act as spokes-person in advertising to promote products and services, which is referred to celebrity endorsement. For Instance: ï‚ · Vodafone signed Irfan Khan for advertisement of Sim cards. ï‚ · Tennis sensation Sania Mirza was appointed to increase the sales of ‘Bournvita energy drinks’. ï‚ · ‘ITC’ roped in Deepika Padukone for promotion of its soap named ‘Fiama di Wills’. ï‚ · Famous Brand ‘Veet’ roped in Katrina Kaif as its Brand ambassador. ï‚ · Shahrukh Khan has been chosen by Big Brands for their Advertisement which includes ‘Dish TV’ and ‘Airtel’. ï‚ · M.S Dhoni and Baichung Bhutia for ‘Project Tiger of Aircel’. Companies spend huge amount of money on Celebrities to sell anything from a candy, hair oil, soaps, colas, pens, paints, automobiles etc. Most companies know that celebrities have an appeal and a Brand can be best helped to reach out to the masses. 4 2.0 REVIEW OF LITERATURE The use of testimonials by advertisers dates back to the 19th century when medicines were patented. Firms have been juxtaposing their brands and themselves with celebrity endorsers (e.g., athletes, actors) in the hope that celebrities may boost effectiveness of their marketing. The late ’80s saw the beginning of celebrity endorsements in advertising in India. Hindi film and TV stars as well as sportspersons began encroaching on a territory  that was, until then, the exclusive domain of models. There was a spurt of advertising, featuring stars like Tabassum (Prestige pressure cookers), Jalal Agha (Pan Parag), Kapil Dev (Palmolive Shaving Cream) and Sunil Gavaskar (Dinesh Suitings). Of course, probably the first ad to cash in on star power in a strategic, long-term, mission statement kind of way was for Lux soap always endorsing the latest hit actress. A brand which has, perhaps as a result of this, been among the top three in the country for much of its lifetime. Today, the use of celebrity advertising has become a trend and a winning formula of corporate image building and product marketing. It provides empirical evidence demonstrating that attitudes can be affected in such a way. The impact of Tiger Woods tournament performance on the endorsing firm’s value subsequent to the contract signing was examined. No relationship was found between Tiger’s tournament placement and the excess returns of Fortune brands. No significant relationship was found for American Express, suggesting the market does not view a golfer endorsing financial services as credible. However, a positive relationship and significant impact of tiger’s performance on Nike’s excess returns was found suggesting that the market values the additional publicity that Nike receives when Tiger is in contention to win (Farrell et al., 2000). Some marketers choose to utilize multiple celebrities to promote their Brands. Fit between the endorsed product and various celebrities is a key factor for using multiple celebrity endorser in advertising (Hsu et al., 2002). The use of celebrity endorser in advertising is wide spread – as much as 20 percent of all advertising use some type of celebrity endorser. Marketers invest significance dollars in securing the promotional support of well-known individuals (Till, 1998). Products which are ultimately sold by retailers are endorsed more frequently by celebrities in certain sports than others (Lear et al., 2009). The importance of fit between the endorser and the endorsed product has been described as the â€Å"Match-up Hypothesis†, research has focused on physical attraction (Till and Busler 1998). Celebrities can be used to gain attention and maintain sales, while spokesperson’s effectiveness is in establishing a lifelong link with the product (Tom et al., 1992). 5 The perusal of above mentioned studies makes it very clear that endorsements advertisement does have strong impacts on consumers. The present paper has taken a leaf from these studies and has proceeded for an empirical investigation, into a Region-Wise Impact of Celebrity Endorsement which is presented subsequently. 3.0 RESEARCH METHODOLOGY Research problems tend to be different from one another and so it requires own special emphasis and different approach. Since the entire research problem is unique in some ways, the research process has to be typically customized. All the steps adopted in the research have been elaborated in the following sections. 3.1 Statement of the problem The present paper aims at finding the extent to which endorsement advertising has been successful to influence the buyer behaviour across Urban and Rural groups. The research problem investigated herein has been precisely defined asâ€Å"Effectiveness of Endorsement Advertisement on Rural vs. Urban Youth buying behaviour†. 3.2 Objectives 1. To study the likeability of the endorsement advertising. 2. To study as to what extent endorsement advertising impact the consumer behaviour towards endorsed Brands. 3. To comparatively study the Impact of endorsement advertisement on Rural vs. Urban Buyer Behaviour. 3.3 Hypothesis In order to ensure effective analysis and understanding of data collected for the purpose of this study, the following hypothesis have been framed: 1 H0: There is no specific impact of celebrity endorsements in Advertising on Youth. 2 H1: There is no significant difference between Urban and Rural Youth with respect to effectiveness of endorsement in advertising. 3.4 Research Design The present research is descriptive in nature as it aims at comparatively studying whether endorsement advertising has an impact on Youth buyer behaviour. It also aims to find out as to what type of consumers in terms of locality is more 6 influenced by endorsements. Information has been collected from the respondent with the help of a structured questionnaire. The universe of the study is the state of Haryana covering both cities and small villages. Since it was not feasible to study the entire region, the researcher drew a sample. 3.5 Sampling Design and Sampling Technique Nine hundred eighty questionnaires were administered. Fifty questionnaires were found to be incomplete and hence were excluded in the final data. Therefore, data from nine hundred thirty respondents have been collected and analyzed. Due care has been taken to ensure that enough number of Urban and Rural respondents be included in the sample. 3.6 Data Collection Method In the present study, Structured Questionnaire method has been used to collect the data. In some case, particularly in case of semi-literate/illiterate respondents, personal interview technique was used to draw out information as per the questionnaire. 3.7 Scaling of Items A five point Likert’s scale from â€Å"Strongly Agree† to â€Å"Strongly Disagree† was used to measure the response to each statement (Items). 3.8 Tools of Data Analysis The data collected have been duly tabulated and classified. Thereafter it has been analyzed with the help of simple percentage technique to describe the present status of respondents. Chi-square test has been used by the researcher to study the association between various variables as well as to study the association between quantitative and qualitative variables. 7 Table 1.1 PROFILE OF RESPONDENTS Sr.No Percent N Percent 243 41.39 126 36.73 369 39.67 20-24 184 31.34 116 33.81 300 32.25 24-28 2) N 16-20 1) Profile of Respondents Age (in yrs) Urban (587) 160 27.25 101 29.44 261 28.06 Location Rural (343) Urban Total (930) Percent Rural N % N % 587 63.11 343 36.89 Percent 3) Occupation N Percent N 197 141 144 105 33.56 24.02 24.53 17.88 99 78 88 78 4) Students Self-Employed Business Housewife Gender N % 56.98 N Percent 28.86 296 22.74 219 21.28 229 16.90 183 Female Male 530 N N 400 % 43.02 INTERPRETATION: 1) The Profile of respondents as depicted in Table 1.1 shows that majority of them i.e. 243 respondents almost 42% fall in the category of age bracket of 16 to 20 years. 2) As the study was done to take the opinion of both Urban and Rural audience the data collected revealed 587 (63.11 %) respondents from urban areas as compared to 343 (36.89%) respondents from rural areas and suburb have been studied. 3) Majority of the respondents who were a part of this survey constituted of students (31.82%), followed by Businessman (24.62%) and Self-employed (23.54%). 4) Due importance was given to take response from both male and female respondents and hence 400 (43.02%) females participated in this survey as against 530 (65.98%) males. 8 31.82 23.54 24.62 19.67 ANALYSIS [S =Sample Standard Deviation] XU = 29.91 XR = 28.34 nU = 587 SU = 8.49 SR = 7.82 nR = 343 HÐ ¾:  µ1 =  µ2 (i.e. there is no significant difference between Urban & Rural with respect to effectiveness of endorsement in advertising) H1:  µ1 =  µ2 (Two tail test) USING Z – TEST At 5% level of significance, the critical value of Z = 1.96 for two tail test. Since calculated value is greater than critical value (Table-value) of Z, we reject HÐ ¾ in favour of H1 and conclude that there is a significant difference between Urban & Rural with respect to effectiveness of endorsement in advertising. 9 Table 1.2 Distribution of Respondents as Regards Attitude Indicators Sr. Indicators Strongly Agree Agree Neutral Disagree Strongly No. Disagree Urban 2) 3) 4) 5) 6) 7) 8) Celebrity Advertisement is more noticeable. Celebrity Advertisement have high recall rate. Celebrity Advertisement positively motivates audience for product purchase. Audience enjoys watching Celebrity Advertisement. Audience have positive attitude towards product having Celebrity Advertisement. Celebrity Advertisement are remembered for a long time. Use of Celebrity Advertisement enhances the credibility of Brands. Celebrity Advertisement is used when brand performance is poor. 10 Urban Rural N % 1) Rural Urban Rural N N % N % % N % N % 214 23.0 170 18.2 97 10.4 48 N Rural % N % Rural N % N % 5.1 88 46 4.9 101 10.8 31 4.3 143 15.3 100 10.7 117 12.5 62 6.67 103 11.0 49 5.2 123 10.2 67 7.2 101 10.8 65 6.9 147 15.8 103 11.0 123 13.2 102 10.9 114 12.2 34 3.6 100 9.7 8.8 54 6.3 5.91 110 11.8 70 7.5 112 12.0 70 7.5 140 15.05 103 11.0 114 12.2 102 10.9 118 12.6 34 3.6 108 11.6 50 5.3 107 11.5 54 5.8 165 17.74 111 11.9 139 14.9 101 10.8 100 10.7 50 5.37 95 10.2 40 4.30 88 9.4 41 4.4 147 15.8 7.4 120 12.9 70 7.52 120 12.9 84 9.03 100 10.7 60 6.4 100 10.7 60 6.4 120 12.90 100 10.7 140 15.0 76 8.17 128 13.7 51 5.48 104 11.1 61 6.5 105 11.2 55 5.9 69 4.3 85 9.13 55 9.4 Urban 9.3 48 180 19.35 108 11.6 100 10.7 40 5.1 87 Urban 50 6.4 103 9) 10) 11) 12) 13) Celebrity Advertisement ignores product quality/feature. Customers only remember celebrities & not brands in Advertising. Use of Celebrity in advertisement increase the cost of brand sold in market. Poorly performing celebrity affects the brand perception negatively. Social ideas may be promoted well by celebrities. 11 154 16.5 91 9.7 100 10.7 65 6.9 118 12.6 77 8.2 110 11.8 55 5.9 105 11.2 55 5.9 150 16.2 135 14.5 126 13.5 94 10.1 120 12.9 50 5.37 95 10.2 25 2.6 96 10.3 39 4.1 200 21.5 115 12.3 145 15.5 80 8.06 90 9.6 40 4.3 77 8.2 43 4.62 75 8.06 65 6.9 194 20.8 103 11.0 131 14.0 76 8.17 102 10.9 69 7.41 95 10.2 35 3.7 65 6.9 60 6.4 146 15.6 109 11.7 132 14.1 104 11.1 133 14.3 57 6.13 91 9.7 33 3.5 85 9.13 40 4.3 ANALYSIS & INTERPRETATION: 1) According to the analysis Shown in the table 1.2 it was found that majority 529 (56.88%) of the respondents including 311 (33.44%) from Urban segment and 218 (23.44%) from Rural segment were in the favor of this statement and hence it was proved that celebrity advertisement is more noticeable. 2) Analysis of Second indicator shows that majority of the respondents 422 (45.37%) including 260 (27.95%) from Urban segment and 162 (17.41%) from Rural segment believe that celebrity advertisement do have high recall rate. 3) As can be analyzed in table 1.2 it is seen that 475 (51.07%) respondents including 270 (29.03%) from Urban segment and 205 (22.04%) from Rural segment strongly feel that if the product is being endorsed by any celebrity it motivates the audience for purchasing that product. 4) Analysis shows that 428 (46.02%) respondents including 280 (30.10%) from Urban segment and 148 (15.91%) from Rural segment enjoys watching celebrity advertisement as it is evident from the above interpretation. 5) However, it was also seen that a total of 459 (49.35%) respondents which included 254 (27.31%) from Urban Segment and 205 (22.04%) from Rural segment do have positive attitude towards product having celebrity advertisement and they enjoyed watching such advertisements. 6) Study revealed this fact that majority 516 (55.48%) of respondents including 304 (32.68%) From Urban Segment and 212 (22.79%) from Rural segment felt that celebrity advertisements are remembered for a long time as they have a strong appeal in the minds of consumers and consumers correlate the products by their favourite celebrity. 7) According to the study conducted it was found 406 (43.65%) respondents including 267 (28.70%) from Urban segment and 139(14.94%) from Rural segment believe that generally celebrity advertisements enhance the credibility of the brands. 12 8) Analysis revealed that 436 (46.88%) respondents including 260 (27.95%) from Urban segment and 176 (18.92%) from Rural segment felt that companies generally used celebrity advertisements when their brands performance is poor and it is difficult for them to sustain their brand in the market. 9) It was evident from the study that 410 (44.08%) respondents including 254 (27.31%) from Urban segment and 156 (16.77%) from Rural Segment felt that that Celebrity Advertisement ignores product quality or any kind of features in it. 10) Accordingly it was found that 505 (54.30%) customers including 276 (29.67%) from Urban segment and 229 (24.62%) from Rural segment only remember the celebrity in that advertisement and somehow tends to forget the brand this shows the power of Celebrities which generally overshadows the Brand. 11) According to the study conducted it was found that majority of the respondents 540 (58.06%) including 345 (37.09%) from Urban segment and 195 (20.96%) from Rural segment felt that if a celebrity is used to advertise a product it however means that it will increase the cost of brand in the market. 12) However with reference to the study conducted majority of the respondents 504 (54.19%) including 325 (34.94%) from Urban segment and 179 (19.24%) from Rural segment felt that a poor performing celebrity does affect the brand perception negatively even if it is their favorite actor, actress or cricketer. 13) According to the study conducted majority of the respondents 491(52.73%) including 278 (29.89%) from Urban segment and 213 (22.90%) from Rural segment felt that the celebrities are perfect alibi when it comes to promoting social ideas. N.B- All the figures mentioned in the above Analysis & Interpretation is the accumulation of Strongly Agree and Agree Variables. 13 Table 1.3 TABLE OF INTERPRETATION Level of Significance – .05 ATTITUDE INDICATORS 1) Celebrity Advertisement is more noticeable. 2) Celebrity Advertisement have high recall rate. 3) Celebrity Advertisement positively motivates audience for product purchase. 4) Audience enjoys watching Celebrity Advertisement. 5) Audience have positive attitude towards product having Celebrity Advertisement. 6) Celebrity Advertisements are remembered for a long time. 7) Use of Celebrity Advertisement enhances the credibility of Brands. 8) Celebrity Advertisement is used when brand performance is poor. 9) Celebrity Advertisement ignores product quality/feature. 10) Customers only remember celebrities & not brands in Advertising. 11) Use of Celebrity in advertisement increase the cost of brand sold in market. 12) Poorly performing celebrity affects the brand perception negatively. 13) Social ideas may be promoted well by celebrities. 14 CHI-SQUARE VALUE 20.54 Hypothesis Accepted 4.28303 Accepted 22.4396 Accepted 5.05116 Accepted 29.466 Accepted 9.402 Accepted 3.9368 Accepted 64.66 Accepted 2.349 Accepted 37.745 Accepted 8 Accepted 13.67623 Accepted 19.764 Accepted DECLARATION This is to certify that the paper is the original work of the authors and has not been submitted elsewhere. For any violation of the copyrights, the author shall bear the sole responsibility. Signature (1st author) 15 (2nd author) BIBLIOGRAPHY Journals and other Articles 1) Brian D.Till (1998) â€Å"Using celebrity endorsers effectively: lessons from associative learning† Journal of Product and Brand Management, Vol: 7, No. 5, Pp: 400-409. 2) Brian D.Till, Michael Busler (1998) â€Å"Matching products for endorsers: attractiveness versus expertise† Journal of Consumer Marketing, Vol: 15, No. 6, Pp: 576-586. 3) Chung-kue Hsu, Daniella Mcdonald (2002) â€Å"An examination on multiple celebrity endorser in advertising† Journal of Product and Brand Management, Vol: 11, No. 1, Pp: 19-29. 4) Darin W.White, Lucretia Goddard, Nick Wilbur (2009) â€Å"the effect of negative information transference in the celebrity endorsement relationship† International journal of retail & distribution Management, Vol: 37, No. 4, Pp: 322-335. 5) David h.Silvera, Benedikte Austad (2004) â€Å"Factors predicting the effectiveness of celebrity endorsement advertisements† European Journal of Marketing, Vol: 38, No. 11/12, Pp: 1509-1526. 6) Diana Seno, Bryan A.Lukas (2007) â€Å"The equity effect of product endorsement by celebrities: A conceptual framework from a co-branding perspective† European Journal of Marketing, Vol: 41, No. 1/2, Pp: 121-134. 7) Kathleen A.Farrell, Gordon V.Karels, Kenneth W. Montfort (2000) â€Å"Celebrity performance and endorsement value: the case of tiger woods† Managerial Finance, Vol: 26, No. 7, Pp: 1-15. 16 8) Karen E.Lear,Rodney C.Runyan,William H.Whitaker (2009) â€Å"Sports celebrity endorsements in retail products advertising† International journal of retail & distribution management, Vol: 37, No. 4, Pp: 308-321. 9) Gail Tom, Rebecca Clark, Laura Elmer, Edward Grech, Joseph Masetti, Jr., Harmona Sandhar (1992) â€Å"The use of created versus celebrity spokespersons in advertisements† Journal of Consumer Marketing, Vol: 9, No. 4, Pp: 45-51. Media 1) Set Max viewed From 12th March 2010-17th March 2010. 2) Star Gold viewed From 9th March 2010- 14th March 2010. 3) Zee Cinema viewed From 2nd March 2010- 6th March 2010. 4) Channel V viewed From 18th Feb 2010- 24th Feb 2010. 5) NDTV News Viewed From 13th March 2010- 17th March 2010.

Intercultural communication issue Essay

Intercultural Communication Issue: Electronic Mail Meanings reside in people, not in words (Littlejohn, 2001, 39). This basic precept of language can be deemed a positive axiom for successful communication. Whenever possible, both parties should seek a common code and/or attempt to understand cultural differences in coding systems. Admittedly, it is difficult to arrive at a common code if a person and his communication partner speak different languages. The English language contains countless subcodes. Even nonverbal cues shift from culture to culture. Much like in the case of this electronic message sent by a hypothetical boss to a representative of a department flocked with Hongkong-based Chinese nationals: â€Å"I wanted to welcome you ASAP to our little family here in the States. It’s high time we shook hands in person and not just across the sea. I’m pleased as punch about getting to know you all, and I for one will do my level best to sell you on America. † The statement above is a blend of American vernacular and idiomatic expression. It appears to be a simple salutatory message that turns embedded in unnecessary verbosity. This communication style takes risks in seeking suitable interpretation on the part of the message recipients. The words or phrases ASAP, across the sea, punch, and sell for Americans are easy to understand and can even cause no outstanding remarks from them. But to use these words in a message meant for relatively new employees with a relatively different linguistic background, startling and even violent reactions might be elicited. In fairness to Hongkongers, they are officially bilingual between Chinese and English. After the transfer of sovereignty from the United Kingdom to the People’s Republic of China in 1997, both Chinese and English remained the official language of the Hong Kong Special Administrative Region. English is the major working language in Hong Kong, and is widely used in commercial activities and legal matters (Flores, et al. , 1991, 246). However, this gift of bilingualism may likewise yield confusion, as British idioms are different from Americans’. Moreover, code-switching between Cantonese and English may not help them fathom best the message above. Some purist scholars consider Cantonese speakers who incorporate too much English are even dubbed language-handicapped (Flores, et al. , 1991, 245). And because the message was delivered through a virtual channel, the importance of nonverbal aspect of the communication is overlooked. This could have done the job of exhibiting the context most especially should the weight of the message comes to such portions as punch or sell you. The boss should have noted that communication is defined more by behavior than the communication event itself (Kale and Luke, 1991, 7). Nonverbal behaviors also shift from culture to culture and bilingualism may provide little help if the communicators had not developed code sensitivity toward the culture-specific message systems. With simplicity, neutrality and cordiality in mind, Hence, the message to be conveyed to the migrant employees should more or less look like this: â€Å"Good day! We welcome you once again to Will and Hung Company! May you find your new home over here in the United States as we are as earnest to make this company a place for you to work with satisfaction. † From this takes off a working atmosphere that encourages these new people to feed back in order for them to adjust their behavior to the relatively new environment. The boss must indeed shake their hands in person because it is indeed high time to use nonverbal actions as a way of inspiring them to respond to him in all honesty. He must think for a moment of all the positive attitudes and images he associates with smiling, head nodding, leaning forward, and laughing. ough these behaviors seem very Western, they often produce positive reactions in other cultures. Furthermore, interesting research findings suggest that communication changes encroach on how people relate to one another in organizations. Computer-mediated communications differ from face-to-face and telephone interactions in three important respects: there is a greater sense of anonymity; there is creation of new groups; and there is also susceptibility to computer addiction (Sullivan, 2003). Many executives become less social and less available for face-to-face conversations (Braun, 2002). Adjustment efforts must also manifest on the part of the host culture. Because much of the world speaks English, many of Americans have a tendency to assume we need not learn a foreign language. The very fact that others have made an attempt to learn our language should motivate us to reciprocate. There is more to language than vocabulary, syntax, and dialects. Language is more than a vehicle of communication; it teaches one a culture’s lifestyle, ways of thinking, and different patterns of interacting. References Braun, Patrice. (2002). â€Å"Digital Knowledge Networks: Linking Communities of Practice with Innovation.† Journal of Business Strategies. Flores, B. , Cousin, P. T. & Diaz, E. (1991). Transforming Deficit Myths About Learning, Language, And Culture. Language Arts (pp. 245-246). Littlejohn, Stephen W. (2001). â€Å"Theories of Signs and Language. † Theories of Human Communication (p. 39). Wadsworth Publishing. Kale, J. & Luke, A. (1991). Doing Things With Words: Early Language Socialization. The Literacy Agenda: Issues for the Nineties (p. 7). Victoria: Eleanor Curtain. Sullivan, Daniel. (2003). â€Å"International Business: An Emerging Vision. † Journal of International Business Studies.

Stylistic analysis Essay Example | Topics and Well Written Essays - 2500 words

Stylistic analysis - Essay Example This is not new in modern times, and it began long ago. This play talks about mans infidelity and how women can cope with it. Stylistic analysis is part of linguistics used to analyze style in language. It shows how it varies in different type of art, literature or entertainment. Author and time could be some factors that bring about variance. In writing, there are distinct styles used by each writer that differentiates him from other authors. There are also styles that are associated to a particular piece of work for example language used in newspaper or novel written by extinct Germanic authors (Gothic novel). Stylistic analysis is wide and does not have a numerical system (Jeffries 2010:1). Stylistic analysis should be able to differentiate text features, the way the reader understands them and their effects on them. Theory of foregrounding states clearly in detail and compares texts analyzed by reader with the original text. (Hoover 2007:5). According to this poem the aspects of analysis used are as follows; lexical and grammatical categories, figures of speech, repetition, Semantics, Semantic field and atmosphere. This refers to words or phrases. In this poem William Shakespeare use â€Å"Dumps, Dull, Heavy† (line 11), to show the state of women when they concentrate on mans infidelity. These Dumps, Dull, heavy can be connected to the semantic field of sorrow. â€Å"Sounds," â€Å"woe† are words that describe sorrow and sadness in women. In the play positive semantic field can be seen to illustrate positive feelings of joy as in contrary to sorrows. It is illustrated by the word â€Å"summer† (line 13). The discussed semantic fields show the internal feelings of women when faced with problems with men. This kind of feeling leads to women making tantrums all the time they suspect or learn of their men infidelity. Women’s mood is connected to use of words;

Prevention of Falls in Elderly Rehabilitation Patients Essay

Prevention of Falls in Elderly Rehabilitation Patients - Essay Example Research on the elderly has attained ethnographic cross-cultural comparative proportions of investigation, being one of the most necessary requirements of society. Professional acute care, community care with their circumstantial inadequacies and the situational hopelessness of the elderly in those last sad years motivate Sociologists to invest more time on finding alternatives and innovations. One point all the care facilities and Governments usually forget is that the care is necessity-dependent and not just age-dependent. These articles belong to the researched data connected to this field. As the falling of elderly has become a main problem especially so in the western society, because it delays rehabilitation and healing, it is necessary to have as much information as possible on the given area. Critical assessment and comparison of two or more research pieces can give more insight to care workers like me who have to focus on the problem. This is a very pertinent area for a care giving professional and it is better to analyze the research available than simply scanning through it. I would like to appraise both the works, analyse them and compare them. I would also like to critically go through them and point out the areas of deficiency and shortcomings. I have tried to find similarities, glaring dissimilarities and various points that the researches have touched in the process. I feel it is important because of the seriousness of the problem that can make the last days of the elderly very painful, lonely and ailing. It is important to welcome as much research as possible in this region. LIMITATIONS: Both the research work show very limited perspectives of the problem. They do not envelop the entire relevant issue. Instead, they focus on certain practical advice and connected research without concentrating much on day-to-day activities of the care homes that are trying hard for a successful rehabilitation. As these researches are not highly extensive, their field strength is rather limited. Even though they represent two highly important sides of the problem, one approaching from physical angle and another from mental, it is difficult to conclude that both the papers have achieved anything absolutely conclusive. LITERATURE REVIEW: Aging touches different parameters in the Western and Eastern World because in Eastern countries, families take care of the elders under normal circumstances. Problems facing the elderly in European Countries, Australia, USA or Eastern Countries are identical. Caring for the frail elderly does not limit itself to one region or country."Older people in European society are therefore not to be regarded as a homogeneous mass but as a diverse group of people who may have only one characteristic in common - their age" says Hugman (1994, p.7). Restorative care is distinctively different from usual care because they have to be matched with the particular individualistic