In the arms of the angel Free Essays

Many incapacitate sentiments originate from nonsensical considerations, called â€Å"fallacies† here. Intermittently we don't know about these contemplations, which makes them especially amazing. 1. We will compose a custom paper test on In the arms of the holy messenger or on the other hand any comparative theme just for you Request Now The Fallacy of Perfection: the conviction that you ought to have the option to deal with each circumstance with certainty and expertise. When you accept that It Is conceivable to be an ideal communicator, the subsequent stage is to accept that others wont Like you If you’re not great. On the off chance that you feel along these lines, sharing sentiments of vulnerability or conceding your errors appear social imperfections. Attempting to seem ideal uses up vitality and dangers fellowships. Your confidence endures also when you don’t match your own desires. It is a help when you acknowledge the possibility that you’re not great, and that: Like every other person, you now and then make some hard memories communicating. Like every other person, you commit errors and there Is no motivation to shroud this. You are sincerely doing as well as can be expected to arrive at your latent capacity and to turn into the best individual you can be. 2. The Fallacy of Approval: depends on the conviction that you should have the endorsement of nearly everybody. You may forfeit your own standards and joy to look for the acknowledgment of others. Tolerating this prompts some silly circumstances; Feeling apprehensive on the grounds that individuals you truly don’t Like appear to object to you. Feeling contrite when others are to blame. Feeling humiliated subsequent to carrying on unnaturally to pick up endorsement. The misrepresentation of endorsement is unreasonable in light of the fact that it infers that individuals will like you more f you make a special effort to satisfy them. At last individuals won’t regard you in the event that you bargain your own qualities. Making progress toward all inclusive acknowledgment Is not a practical or alluring objective. This doesn't mean you ought to be narrow minded, and make an effort not to satisfy others. In any case, If you should surrender your own needs and standards to look for endorsement, the value Is excessively high. 3. The Fallacy of Should: is the failure to recognize what is and what ought to be. A few people continually submit questions about the world: â€Å"There should be no downpour on ends of the week. † â€Å"There shouldn’t have been school today. † â€Å"Money ought to develop on trees. † These might be silly, however wishing that the unchangeable ought to be changed won’t influence reality. A considerable lot of us torment ourselves by taking part in this silly idea, implanting is and should: â€Å"My companion ought to be all the more understanding. † â€Å"She shouldn’t be so rude. † â€Å"They should be all the more inviting. † â€Å"He should work more diligently. † change things is O. K. , it’s outlandish to demand the world work the manner in which you need it. Getting fixated on â€Å"should† can have inconvenient outcomes: First, it prompts despondency for individuals who are continually dreaming about the perfect, and are, along these lines, unsatisfied with what they have. Only griping without acting can shield you from changing not exactly fulfilling conditions. Ought to can construct help with other people who loathe being annoyed. It’s progressively powerful to mention to individuals what you need them to do: â€Å"l wish you’d be on time,† is better than muff ought to be on schedule. â⠂¬  4. The Fallacy of Personalization: incorporates two sorts: The first is the point at which we base a conviction on a constrained measure of proof: â€Å"I’m so moronic! I can’t even make sense of my annual expense. † â€Å"Some companion I am! I overlooked my best friend’s birthday. † When we do this we center around one inadequacy as though it spoke to every little thing about us. We should recall times that we have tackled intense issues or times we have been mindful and Houghton. The second happens when we misrepresent deficiencies: Mimi never hear me out. † mire’s in every case late. † â€Å"l can’t consider anything. † These announcements are quite often bogus and lead to disillusionment or outrage. Supplant these with increasingly exact messages: muff frequently don’t hear me out. † film been late multiple times this week. † â€Å"l haven’t had any thoughts I like today. † 5. The Fallacy of Causation: depends on the silly conviction that feelings are brought about by others as opposed to by one’s own self-talk. You are not the person who causes others’ emotions. It is progressively precise to state that they react to your conduct with sentiments of their own. It’s erroneous to state that you drive others mad, upset, or glad. Others make their own reactions to your conduct. This is likewise obvious when we accept that others cause our feelings. It might appear as though they do, by bringing down or lifting our spirits. Similar activities that will cause you joy or torment one day may have little impact at others. The affront that influenced you firmly one day may not stage you the following. Why? Since you appended less centrality to it the last time. You unquestionably wouldn’t feel a few feelings without others’ conduct, however it’s your reasoning, not their activities that decide how you feel. 6. The Fallacy of Helplessness: proposes that powers outside your ability to control decide fulfillment throughout everyday life. Individuals who consider themselves to be casualties, offer such expressions as: â€Å"There’s no chance a lady can excel in this general public. It’s a man’s world, and the best thing I can do is to acknowledge it. † â€Å"l was brought into the world with a timid character. I’d like to be all the more cordial, yet there’s nothing I can do about that. â€Å"l can’t tell my supervisor that she s putting such a large number of requests on me. In the event that I did, I may lose my Job. † Most â€Å"can’t† explanations are all the more accurately expressed as â€Å" won’t† (â€Å"l can’t mention to him what I think† fascinating conversation† becomes â€Å"l don’t recognize what to say’). When seen along these lines, it’s evident that numerous â€Å"cants† are truly justifications for not having any desire to change. Desolate individuals, for instance, will in general property their poor relational connections to wild causes. â€Å"It’s past my control,† they think. Likewise, they anticipate that their social accomplices should dismiss them. This is an inevitable outcome: Believing that our social possibilities are diminish can lead you to act in manners that are ugly. You should accept accountability for change. It very well may be finished. 7. The Fallacy of Catastrophic Expectations: works on the reason that if something terrible can occur, it will: â€Å"If I welcome them to the gathering, they most likely won’t need to come. † â€Å"If I go after the Position I need, I most likely won’t be employed. † â€Å"If I reveal to them how I truly feel, they’ll most likely snicker at me. † Once you begin to anticipate horrendous results, an unavoidable outcome begins to construct. One examination esteemed that individuals who accepted their sentimental accomplices would not improve were probably going to act in manners that added to the separation of the relationship. Limiting Debilitate Emotions 1. Screen your passionate responses. Know about when you’re having incapacitate feelings. 2. Note the initiating occasion. Some of the time it is self-evident. For instance, a typical type of outrage is being charged unjustifiably (or reasonably) of absurd conduct; being dismissed is a wellspring of hurt, as well. Once in a while it may not be a solitary episode, however a progression of little occurrences that development and trigger an incapacitate feeling. The most ideal way o track down enacting occasions is to see the conditions where you have weaken sentiments. They may happen around specific individuals, sorts of people, settings, or during specific subjects of discussion. 3. Record (or know about) your self-talk. Perceive what you are stating to yourself, your â€Å"internal monolog. † 4. Question your unreasonable convictions. Utilize the rundown of silly paradoxes to find which of your inner explanations depend on mixed up speculation. Follow 3 stages: Decide whether every conviction you’ve recorded is normal or unreasonable. Clarify why the conviction does or doesn’t bode well. On the off chance that the conviction is unreasonable, you ought to record an elective perspective that is progressively reasonable and that can leave you feeling better when confronted with a similar initiating occasion later on. These cohorts statement or reword data found in: Adler, Ronald and Neil Town. Glancing Out Looking In. N Y: Holt, Rinehart and Winston, 1996. Task: Listen cautiously to family, cohorts, and others. Portray, in detail, one occurrence where you or others occupied with deceptive, passionate thinking. This task must be composed and at any rate one page long (Times New Roman, 12 textual style). Step by step instructions to refer to In the arms of the blessed messenger, Papers

Age of enlightment Essay Example | Topics and Well Written Essays - 750 words

Time of enlightment - Essay Example The second treatise of nearby government The writer in this article passes on that man ordinarily is free and has no commitment to expose to anybody’s will. He disregards the possibility of government and the discipline forced by strict concepts.The creator recommends that individual having a place with same animal varieties ought not be exposed to separation and subjection yet to rise to opportunity. Adam smith †Wealth of countries The writer in this book clarifies about the feudalism and beurecracy existed during the modern upset of Europe. He cherished that feudalism spreading in Europe could prevent the mechanical development and no one but thing could spare it is communism. He accepts that advancement is because of the specialization of work and this just can give material prosperity. He makes reference to that self esteem is the explanation behind success in man which is a nature just found in people. He guarantees that market is where singular co - works with one a nother and where the gifts of people are shared for material advantage. His hypothesis says that the estimation of a thing sold in a market is the extent of work put really taking shape o f it and brought into the market. Correlation of Locke and Adam hypothesis The closeness in both Locke and Adam’s recommendation is that both put stock in the human privileges of individuals. They put stock in the work of the individuals and the worth appended to it and right joined to it. Both these creators were on the side of the workers and working men. Both the creators talk about the segregation of government towards poor people and penniless. The two of them talk about property of nature and the law of nature. Locke recommends that â€Å"Adam and Eve, and after them all guardians were, by the law of nature, under a commitment to save, sustain and instruct the kids, they had begotten†. As it were, both kindness communism and equivalent dispersion of intensity, property and optio n to individuals. They request that it in regular state, individuals reserve the option to do what they needed to and regardless ought not be exposed to subjugation. Regular freedom was focal topic to both of their composition. Locke guarantees that the legislature is shaped so as to ensure the property and Adam smith likewise discusses work and property that is abundance of country. Both the creators have faith in a market which works openly and with no segregation. Smith accepted that society worked in an entrepreneur way and generally needs to misuse the workers and average workers. Smith makes reference to that â€Å"There is no craftsmanship which one government sooner learns of another than that of emptying cash out of the pockets of the people†. Smith asserts that property is the exertion of regular workers and same is said by Locks that property is work blended in with an item. Them two underscore less on an administration who ignore human rights and interests of norm al men. Difference among Locke and Smith hypothesis Locke for the most part examine about a network where people have free intrigue and procured normal opportunity. He chiefly centers around human rights and property .On the other hand Adam Smith centers around work and its worth and on the division of work. As indicated by Smith â€Å"In general, if any part of exchange, or any division of work, be invaluable to the general population, the more liberated and increasingly broad the opposition, it will consistently be the more so†. Locke for the most part makes reference to about the Government and their damaging method of administering the individuals. As per Locke â€Å"The assembly acts against the trust rested in them, when they attempt to attack the property of the subject, and to make themselves, or any piece of the network, experts, or self-assertive disposers of the lives, freedoms or fortunes of the people† He guarantees that as opposed to speaking to the indiv iduals, government speak to

Website Review and Summary Essay Example | Topics and Well Written Essays - 750 words

Site Review and Summary - Essay Example The Rockingham site is to speak to a nearby site on substance misuse. All the sites address the difficulties the country all in all countenances all in all due. The sites have been created to control the fixation. Medications have been created to utilize prescriptions to fix the different sicknesses that humankind faces. The medications, in any case, can be manhandled. Individuals can consume medications for reasons, which they are not implied. Ingesting the medications over an extensive stretch prompts dependence. The emphasis isn't on the measure of medications, or the quantity of medications is taken. The negative outcomes that come because of the illicit drug use are the principle thought of core interest. Medications can be taken in modest quantities and not often, yet lead to issues. It is considered as medication misuse. As per Edelfield and Moosa (2012) sedate maltreatment can begin because of a sickness, needing to discover unwinding or needing to fit in since their companions are doing it. Medication misuse doesn't naturally begin to cause issues after they are taken. It is a procedure that requires some serious energy (Doughty, 2012). The individual has overdependence on the medications. They can't work without ingesting the medications. The medications at that point mess up the wellbeing or social relations. A portion of the drawbacks refered to in the sites incorporate the accompanying. There have been a critical number of young people that have dropped out of school because of illicit drug use. The young people get acquainted and in the long run snared with consuming the medications. Medications can likewise cause misery. There are drugs that are intended to loosen up the mind and forestall tension. In any case, over-dependence on the medications can prompt misery (Roleff, 2005). Medications are concoction substances. They present certain manufactured synthetic substances in the body with the point of controlling something specifically. At the point when the synthetic substances get brought into the body in huge sums they can adjust the body typical capacities. This may in the long run lead to genuine wellbeing inconveniences

The Glass Menagerie :: essays research papers

Glass Menagerie is an assortment of delicate glass creature puppets. Delicate is the word which depicts the family in the story. From the mother which sees no reality with a disabled person little girl that she sees delightful to a child that needs out but on the other hand is Amanda’s sole supplier. The little girl is with the end goal that delicate is to cruel a word. Her life covered in glass creatures and a victrola, she is a delicate as that unicorn that breaks in scene four. Tom is loaded with logical inconsistency. From one viewpoint, he understands writing, composes verse, and dreams of departure, experience, and higher things. Then again, he appears to be totally bound to the trivial universe of the Wingfield family. One of the key things of the play is the means by which it identifies with Williams' existence with the blend of deceptions and reality. The entirety of the characters give off an impression of being associated here and there to individuals from his family. The mother, Amanda Wingfield, shares likenesses with Williams' mom, a brutal lady who had been known about being a southern beauty and carrying on with a rich life. Laura Wingfield, her little girl, is like Williams' sister, Rose. Laura is timid and uncomfortable to the point of being socially unfit. Because of her mom's bothering, Laura's slight limp is overstated in her psyche to where she trusts herself injured. Amanda’s hallucination or what she needed to see was that Laura was excellent and had numerous male guests. Williams' sister was additionally intellectually insecure, and went through the greater part of her time on earth in a psychological establishment. The play’s hero Tom Wingfield, is fundamentally the same as Williams himself. For the greater part of his life, Williams felt remorseful about leaving his intellectually sick sister all alone, to almost bite the dust from a bungled lobotomy. In the play, Tom feels as though he is selling out his sister by venturing out from home, much the same as his dad did. A few pundits have felt that Tom is a gay (similarly as Williams might have been). Tom is an author working an awful activity in a shoe industrial facility. Which Williams likewise worked a shoe industrial facility for a long time which lead to a minor apprehensive separate. While he works at this production line, Tom really composes verse. For Tom’s experience and deceptions he would go through the entire hours of the night at the motion pictures. Williams' genuine name was Thomas, so there is plainly an association between Tom in the play and Williams himself.

Trurl’s Machine Essay Example for Free

Trurl’s Machine Essay As a kid Stanislaw Lem indicated an early enthusiasm for science just as in the conjured up universes of imagination and sci-fi. The youthful Lem’s enthusiasm for tinkering mechanical gadgets of numerous types was put to use by furtively harming the German vehicles during the Nazi occupation. Later on, he turned into a full time author setting up himself as driving sci-fi essayist in Eastern Europe. This essayist from Lvov Poland (presently Ukraine) took a shot at genuine topics as the motivation behind life and connection between individuals and innovation. Sometime in the distant past Trurl, a constructor fabricated an eight-story thinking machine. As usual, he asks it a custom inquiry of what amount is two in addition to two. Each time he poses this inquiry the machine consistently says seven that make him so disillusioned. He fallen in despair at the foot of the machine, and stayed there until Klapaucius discovered him. Klapaucius asked what wasn't right, for Trurl looked as though he had quite recently come back from a burial service. Trurl clarified what occurred and Klapaucius said that there still a decent side to everything. Trul continues kicking the machine until he is cautioned by it; they notice that beside being moronic it is likewise delicate. Rather than halting what he is doing, Trul keeps what he is doing, that’s why the machine covered, shook and with no word lift itself from its establishments. The machine was influencing like a high pinnacle, progressing gradually; at each progression sinking to is second floor, yet obstinately tenaciously hauling itself out of the sand and heading straight for them. This abandoned broken cements. They ran straight and before long observed houses before them. The roads were for all intents and purposes abandoned right now and the development had gone a decent separation without meeting living soul, when out of nowhere a dreadful accident, similar to a torrential slide at the edge of the town, showed that the machine was coming after them. The machine is tearing down all the houses! It is furrowing all the structure. There are awful shouts, disarrays in the roads. The city hall leader satisfied the machine to stop what it is doing and the machine said that it will possibly stop on the off chance that they surrender Trurl. The city hall leader satisfies the machine to show benevolence toward them. The civic chairman said that the harm made by Trurl’s machine will be replied by Trurl. Trurl and Klapaucius went to the machine and got away by going in the cavern however the machine has shut the cavern with the stone. They are caught. They converse with the machine and state that the entirety of its answer is right that two in addition to two is seven. They inquire as to whether they can go now however the machine said that it will consider it, yet first they have to answer what is multiple times two. Trul fell into a fury, and he said that two and two is four, from the earliest starting point till the end it is four. The machine had started to slam its eight-story mass over and over into the mass of stone, heaving itself against the mountain side until tremendous rocks split away and went tumbling down into the valley. Thunder and sulfurous exhaust filled the cavern and starts flew from the blows of steel on rock, yet through this mayhem one could in any case make out, once in a while, the worn out voice of Trurl. They heard a blast and saw the machine, lay crushed and leveled, almost broken fifty-fifty by a huge rock that had arrived in its eight stories. With the best consideration they picked their way down through the smoking rubble. So as to arrive at the riverbed, it was important to pass the remaining parts of the machine. Without a word, the two halted together in the shadow of its bent body. The machine despite everything shuddered marginally, and one could turning, squeaking weakly, inside. Truly this is terrible enough you’ve come to, and two and two isâ€as it generally wasâ€â€Å" started Trul, yet you simply then the machine black out, scarcely perceptible croaking clamor and said once and for all, â€Å"seven. † Then something snapped inside, a couple of stones spilled down from overhead, presently before them lay only dead mass of scrap. The two constructors traded a look and quietly, with no further remark or discussion, strolled back the manner in which they came.

How to Integrate the Impact Effort Matrix

How to Integrate the Impact Effort Matrix EP 41: How to Integrate the Impact Effort Matrix into Your Study Routine EP 41: How to Integrate the Impact Effort Matrix into Your Study Routine When you are in a time crunch it can seem like everything is urgent. Maybe you have to get a paper in, you have to clean your house, and you have to study for an exam on Tuesday. All of these tasks seem important and, in a sense, URGENT. In cases like this, it can help to have a tool like the Impact Effort Matrix you help you make decisions about where your focus should be. Join us on Episode 41 for more on how to increase your productivity during crunch time. Looking for study tips, help with essay writing, or advice on how to be a better student? Welcome to The Homework Help Show, a weekly show where we teach, assist, and offer valuable insights for student life. From study hacks to writing tips, discussions about student mental health to step-by-step guides on academic writing and how to write a resume, weve got you covered. Want your questions answered? Write them below or join the conversation on social media using the hashtag #askHHG TRANSCRIPT: Cath Anne: [00:00:00] Hi guys and welcome back to our channel. My name is Cath Anne and this is the Homework Help Show hosted by Homework Help Global. Cath Anne: [00:00:15] University and college programs are challenging. We all know that we start this semester and we fill out our planners, we make appointments on our phone, and we have the best intentions to do the most with the time that we have. However it comes to the end of the semester and generally we are dealing with a time crunch. Despite our best intentions there is not always enough time to complete all the tasks provided. And today we wanted to provide you for a tool that you can implement into your life in order to manage the time crunch. Cath Anne: [00:00:55] Weve all been there chugging coffee at 12 AM, propping yourself up on your desk in class, trying not to fall asleep, and sneaking in a quick nap on the couch. Dont worry youre not alone. Sometimes theres just not enough time to complete every task that youre assigned. We know that now is a time crunch for some of you guys. So we wanted to jump in and give you a tool that you can implement into your life right away so that you can manage your time a little bit better and set some priorities for this crunch time. [00:01:29] Now, I wanted to give a shout out to YouTuber and all around awesome guy Thomas Frank for this tool which is called the Impact effort matrix. This is a tool that he developed on his own from another persons matrix to get tasks done. If you want to check out more of Thomas Franks info and some of his awesome content you can check him out on college info geek dot com and also look him up on his YouTube channel. He has all kinds of different information about how to maximize your time in university and college and how to be the best student you can be. [00:02:08] Lets dive into the impact effort matrix. When youre in a time crunch it can seem like everything is urgent. Maybe you have a paper due tomorrow. You have to clean your house and you have to study for an exam on Tuesday. In cases like this it can help to have a tool like the impact effort matrix in order to decide where your efforts should be put and where your attention should be placed. Lets discuss. In the impact effort matrix tasks are assigned a score dependent on their overall impact for the success of a project as well as the effort it will take to complete that task. [00:02:47] Let me give you an example so that you can then get an idea of how the impact effort matrix may fit into your life. Pretend youre working on an assignment a final paper is required for your Psychology 101 class. Your professor would like a research proposal based on potential research that you are going to conduct. But this weekend you also have that project. Your family is celebrating your brothers birthday which you would like to attend. And you also have an exam to study for that is due on Tuesday. In this case you decide to use the impact effort matrix in order to prioritize your time and the various tasks that you are required to complete. For the research proposal you are required to complete a 3000 word essay composed of all of the components of a research proposal. You know that one of the important components is the research question along with the literature review and the method section. These components of the paper will make up the bulk of the paper. In other words they will make the biggest impact. You know that your professor is focusing on these portions of the paper so you decide to make them priority number one. They will take a high amount of effort and they will have a big impact. So these will fit into a high effort high impact quadrant in the impact effort matrix. Second, you also know that your professor will be looking for appropriate references. You also know that if you dont include appropriate references you may be accused of plagiarism if you do not say your references properly. Youre familiar with how to do APA format and you know that the references will make a high impact. In this case, adding proper references will make a high impact with a little effort. Your professor has also offered a bonus option of including an interesting podcast portion of the assignment in which you justify your research proposal to a colleague your professor has offered a 5% bonus in addition to the grade that you get on your paper. However you recognize that this would take a lot of effort to implement and to organize. So you choose to opt out of this one. [00:05:07] When deciding to apply the impact effort matrix there are some components you should consider. They Are the following: What the core deliverables are, the grading criteria for the project and which components count for the highest grade, what percentage of your grade each assignment counts for, how much each component will contribute to the knowledge you have and which will help you do the best on your exam in the future. Now, in order to properly use the impact effort matrix, once you have assigned scores to each of the tasks, then you have to do them of course. [00:05:41] It is the most important to focus on the highest impact and the highest effort tasks first. Completing the task so it falls into this quadrant first its important because you want to use all of your energy to focus on the high impact, high effort tasks first and then youll have energy left over to focus on smaller tasks. As we know we are all really busy with school. It can take a lot of energy to focus on a lot of different projects and so we want to make sure that all of our energy is going into the efforts that have the biggest impact. Cath Anne: [00:06:13] Okay so thats it for me this week guys. I hope this episode is a benefit. As always if you have any questions leave them in the comments below. If you liked this video make sure to give it a thumbs up and subscribe to our channel so you dont miss out on any of our content. If youre looking to check out any more of our content look at the description box below. All other social media platforms are linked there so that you can gain access to our content into our website and services. Thanks guys again I hope this episode was of benefit. Good luck on your crunch time. Have a great week and take care.

Postmodernism in Fight Club - Literature Essay Samples

Fight Club is an example of postmodernism that radically breaks conventions and questions the meta-narrative that society by large plays into. In the modern world, there’s this ideology that we’re all expected to conform to: get an expensive college education, a job that makes us as much money as possible, an onslaught of material possessions you don’t need, have a white-picket-fence existence in the suburbs, reproduce, then inevitably await our demise. As the film progresses, so does the narrator’s rejection of this common ideology that most of society has chosen to identify with; instead of conforming further, with the help of his Freudian ‘ID’ alter ego in the form of Tyler Durden, he rejects conventional reality constantly and purposefully. Starting from a beginning that indulged in this meta-narrative, to intentionally rejecting it through the form of idealized anarchy and chaos, one extreme to the next. Inevitably highlighting whatâ€⠄¢s truly important in a world where our lives are fragile and short. Through the narrator, we explore this meta-narrative in depth because he’s entirely engulfed in it. He works a ‘job he hates’ to buy ‘shit he doesn’t need’ which is entirely apparent in his apathy for living and this notion that the only thing that makes him feel alive is swiping through Ikea’s catalog in order to decide which dining set would best compliment his studio apartment. This pursuit of the capitalistic idealism has inherently left him hollow lacking an apparent direction or purpose. He feels as though he’s doing exactly what society told him to do in order to be happy, but yet he still lacks a sense of fulfillment and is entirely apathetic towards the idea of his own death. This is predominately seen in his attitude while flying back and forth through different time zones on business trips, he frequently mentions how he wouldn’t mind if a flock of migrating birds flew in the turbine and ended this tedious unfulfi lling meta-narrative he has firmly embedded himself in. One flight in particular leads to the development of an entirely new ideology and state of mind in the narrator. By â€Å"meeting† or coming to terms with his Freudian ‘ID’ like state of mind (in the form of Tyler Durden), he begins to digress from this thoroughly engrained meta-narrative he’s wasted most of his life believing he identified with. Through Tyler, he sees an unkempt almost Buddhist side of himself, one that believes materialism is the root of all evil and chooses to live in complete squatter so as long as he has a roof over his head. He doesn’t believe in conventional movies with happy endings and a sheer lack of realism. This is seen through his time working at a movie theater cutting snippets of nude images into films. The way Tyler Durden portrays himself on a regular basis consistently picks at this commonly accepted ideology of what society should be. He’s willing to grow an army in order to invoke complete and utter anarchy with the end goal being to deconstruct this notion that capitalism is how society should conduct its self. It isn’t until Tyler Durden ‘influences’ the narrator to blow up his own apartment does his ideology begin to radically shift. By ridding himself of these materialistic possessions he attained in an attempt to feel a sense of fulfillment, he felt liberated for the first time. It quickly became apparent that his constant battle to climb the corporate ladder, acquire wealth, and to find a sense of fulfillment through materialism was a relentless and meaningless state of existence that he completely unknowingly embedded himself into. As smoke billows from the narrators once humble abode, he realizes his life is metaphorically as empty as the fridge that once stood in his now burning apartment. Particularly, what stands out to me as a key moment where Tyler Durden firmly expresses why this commonly believed and practiced meta-narrative needs to be deconstructed is shown in this quote: â€Å"We’re the middle children of history, man – no purpose or place. We have no great war, no great depression. Our great war is a spiritual war. Our great depression is our lives. Weve all been raised on television to believe that one day wed all be millionaires and movie gods and rock stars – but we wont. Were slowly learning that fact. And were very, very pissed off.† The quote suggests that our generation lacks an innate purpose that is worth fighting for. Instead of a great war of nations, we’ve almost declared a war on our sanity by buying into this materialist ideology where money and success are portrayed to be of utmost importance while spirituality and true purpose in knowing oneself has been entirely lost in the pursuit of greed. This idea leads into the reasoning behind making a Fight Club in the first place. Culturally the common ideology is that if we just continue to follow the rat race, go to work, etc we’ll live a long happy life into retirement. This meta-narrative is a false perception of what reality really is because in ‘reality,’ we could die at any time, and death will undoubtedly come to each and every one of us. Its intention is to make us realize our own mortality and understand the sheer fragility of life. By denying this urge to practice self-preservation and avoid all situations that may result in untimely death, Tyler Durden believes that the best way to combat this issue is to fight senselessly to gain a sense of being fully alive. This is demonstrated obviously though the organized fights in bar basements, but also in a number of scenes scattered throughout the novel and movie. Particularly, the scene where Tyler holds a gun to the innocent store clerks head in order to invoke a sense of reality into him stands out as a rejection of the mundane monotonous flow of life. By going through this near death experience, Raymond K Hessel will truly live every single day to its fullest, enjoy his food more, and may even finish medical school. This suggests that many of us fall into monotonous routine and cease to realize that our life is passing by second by second, minute by minute, and more often than not — we take the painless route and forget that we don’t live forever. This rejects the idea that we’ll all live until we’re 90 and become extremely wealthy because, in reality, we could get senselessly shot execution style in a back alley for doing nothing more than being in the wrong place at the wrong time. By instilling a sense of urgency to live in Raymond, Fight Club further rejects this meta-narrative of how one should conduct his life. This on the edge, live for the moment philosophy consumes the narrator and he applies it to areas outside of just Fight Club. Instead of continuously being belittled and undermined by his boss like society tells him he should do, the narrator decides to stand up for himself and instill a sense of reality in his boss by making him realize the potential consequences of his actions. He does this by stating that instead of worrying about trivial Fight Club flyers in the copying machine, maybe he should worry more about a man wielding an assault rifle thats fed up with the daily grind that decides to slaughter the entire office without warning. Although this seems unrealistic to his boss and leaves him speechless; it rejects the common flow in which things typically go in life. We don’t anticipate our sudden death because of something out of control, but in reality, it can happen any day, any time. Near the end of the novel that seemingly had no true direction or purpose begins to unravel and show it’s true meaning. The narrator realizes that in order to completely reject this common ideology society has forced people to play into, he needs to construct a vigilante militia of like-minded individuals that together could dismantle society to the point of complete collapse. He sees anarchy as the only solution to breaking society by large out of this rat race we’ve all lost ourselves in. By attacking sources of materialism: credit card companies, coffee shops, clothing and jewelry stores — the narrator intends to eliminate this need for it so people will focus on whats truly important in life. By rejecting this meta-narrative that society should be most concerned with (wealth, career progression, and material goods), you begin to understand the post-modernist meta-narrative here is to reject conventions, question society, and ultimately to deny whats commonly perceived as the correct way to live while being fully aware of our mortality.

Discrimination and Same-Sex Marriages Essay - 2392 Words

Discrimination and Same-Sex Marriages Scott D. Kuhn English 1020 Professor Appelt July 17, 2011 Abstract My subject is on discrimination and same-sex marriage. During my research, I looked at what discrimination was and where it came from. Next, I focused my attention towards the Bible and the views of Christianity. Lastly, I took a look at what the law had to say about same-sex marriage. What I found was astonishing. My conclusion was that discrimination is ever prevalent in todays society, and that if you do not allow same-sex marriage, then you are discriminating against others. Discrimination and Same-Sex Marriages What if someone came into your home today and told you that you could no longer have children. Why you†¦show more content†¦It wasnt until 1920 that the right to vote was finally given to women. This discrimination in our history has taken a long time to overcome. Even today, we find ourselves struggling to gain equal rights for everyone. When Arizona passed a new immigration law, people all across the nation rallied to protest. Those people felt that the new law allowed for racial profiling and was discriminating against people of Hispanic decent. So how then, do we stop the discrimination? The current answer is to pass a new law. As a species, we may be slow to accept change, but once we do, we open our hearts and minds to it. A perfect example of this fact is the formation of law upon law to ensure that discrimination in the work place, the home, or in the streets of this great nation does not happen. And when it does, thos e that commit the crimes are severely punished for it. So how is it, with all of the anti-discrimination laws on the books, that we still discriminate against same-sex marriages? Thats easy. We change the rules to fit our own needs. The Constitution clearly states that The powers not delegated to the United States by the Constitution, nor prohibited by it to the States, are reserved to the States respectively, or to the people. Great examples of this occurred back in 2008 and 2009. In Varonas (Fall 2010) analysis of the elections in 2008 and 2009, he does an in-depth look at why all of the proposed legislation forShow MoreRelatedPrejudice And Discrimination On Same Sex Marriage Essay1821 Words   |  8 PagesPrejudice and discrimination on same sex marriage. Prejudice which means prejudgement where it displays attitude towards a social group (Hogg Vaughan, 2011). This is a huge social issue within society has faced as it leads to many consequences that can end in violence. Homosexuality is an example of sexual minors facing prejudice from other social groups. There have been a number of prejudice and discrimination towards the gay community since the 1980’s where sexual behaviour between the same gendersRead MoreGay Marriage Should Be Legal922 Words   |  4 Pages Gay marriage is between partners of the same sex. Gay marriage is one of the most controversial issues in the modern world. For the past thousand years, marriage has been known to be the social union between a man and a women. In most cultures around the world, homosexuality was seen as wrong, and marriages between same-sex couples was forbidden. The Gays Rights Movement has existed for over 89 years in counting since the development of the Society for Human Rights in Chicago. The publicRead MoreThe Legalization Of Gay Marriage1749 Words   |  7 PagesThe Legalization of Gay Marriage: A Step to Equality Imagine a world where heterosexuals are the minority. Straight people would be the ones fighting for the same rights as homosexuals. Same-sex marriages would be average and normal, while straight marriages would be frowned upon and considered unholy in the eyes of religion. Heterosexuals would be denied service at restaurants because of their sexuality, they would be called derogatory names while holding their partner’s hand and most importantlyRead MoreSame Sex Marriage Should Be Legal Under International Law1219 Words   |  5 PagesSame-sex marriage is a very controversial topic around the world. This is because people have mixed views about the issue at hand. Religion plays a big part in people’s view points on the matter. However, the question is should same sex marriage be legal under international law? Same-sex marriage should be legal under international law because everybody has the right to get married without legal discrimination. More and more governments each year around the world are considering legalizing same-sexRead MoreThe Legalization Of Same Sex Marriage938 Words   |  4 Pagesabides by the law should be afforded the same rights as any American. However, not all citizens are afforded equal rights. Lesbians, gays, bi-sexual, and transgender (LGBT) are consistently denied rights that are typically taken for granted by the average American. Specifically, gay and lesbians couples are denied the right to marry even if they are upstanding citizens. They are held at an unfair disadvantage because of their sexual orientation. This discrimination must stop because gay and lesbian couplesRead MoreShould Gay Marriage Be Legal?1183 Words   |  5 PagesOf course gay marriage affects society is several ways. Society has always looked upon gay marriage as between a man and a woman, by legalizing same-sex marriage the traditional idea of marriage is revised. If same-sex marriage is legal, should it be taught abo ut in schools? Matt Stick asks interesting questions in his article â€Å"How could gay marriage harm anyone?† He brings up the question of â€Å"If a parent objects to a school teaching pro-homosexuality and pulls his child out of school and becauseRead MoreRecognition of Same Sex Marriage1592 Words   |  7 Pagesbegan a relationship. As their relationship progressed, Oliver and Erik wanted to take the next step. Denmark has allowed same-sex civil unions since the 1980s, but same-sex marriage was illegal; although couples engaged in same-sex civil unions received nearly all of the same benefits and obligations of opposite-sex marriages. In 2012, Denmark passed legislation permitting same-sex couples to be legally married and naturally, the couple did so. Erik got an amazing job offer in Chattanooga, TennesseeRead MoreA Brief Note On Sociological Factors On Clients1666 Words   |  7 Pagespolicy and its failure to support all minorities, specifically same-sex couples King (cited in Australian Marriage Equality, 2015) stated â€Å"When any society says that I cannot marry a certain person, that society has cut off a segment of my freedom†. This quote from Martin Luther King Jr is as applicable today to legalising same-sex marriage as it was to the civil rights movement and inter-racial marriage over half a century ago. Marriage is a right that most Australians take for granted. StudiesRead MoreSame Sex Marriage Should Be Legal Essay1475 Words   |  6 PagesSame sex relationships relate to when a man or woman are attracted to someone of the same gender of themselves. It is being rejected as same gender marriage denies the obvious purpose between a man and a women which is procreation (Richardson-Self, 2012). Denying same sex couples the legal right to get married, could mean that they are being denied their basic human rights to enjoy human benefits (Richardson-Self, 2012). However, the opposing view is that if gay marriage was granted the legal rightsRead More Should gay marriages be legalized? Essay1504 Words   |  7 Pages Should same sex marriages be legal? nbsp;nbsp;nbsp;nbsp;nbsp;Same-sex marriages have been very controversial since becoming an issue in Canada regarding the Canadian Charter of Rights and Freedoms. Several people state that same-sex marriages should be legal, while others disagree, saying it should not be permitted. There have been many debates and inquiries about this issue for several years; the MP’s and Parliament will finally settle the problem within the next year or so. Many are in favour

Essay about The Changing Goals of Communism - 602 Words

nbsp;nbsp;nbsp;nbsp;nbsp;The original goals of communism, a perfect proletariat society, transformed over time; from the revolutionary thinking of Karl Marx to the murderous communist dictatorships of V.I. Lenin and Joseph Stalin. In the original Communist Manifesto by Karl Marx and Friedrich Engles, the orignal idea of communism and socialism was to form a perfect proletariat society, where there were no classes and all people lived as equals together. Over the years, the original idea of peace and equality for all was transformed and molded to fit a certain person or groups personal interests. The peaceful society idea never worked out at all in a country like Russia. Rulers like Stalin and Lenin not only did not carry out†¦show more content†¦There were not only many divisions between the proletariat movement, but in some cases fighting broke up. This just driving a greater wedge between two groups of proletariats, and creating larger and lasting divisions in the movement. Marx said a united communist front would be successful, there was no unity in the communist movement in Russia. Eventually the idea that only one specific proletariat party could have power led to bloody purges of opposition and uprisings throughout the country. nbsp;nbsp;nbsp;nbsp;nbsp;Early communist thinkers stressed that a proletariat takeover of a government should be a peaceful one, not the overall blood bath of the takeover and the purges in Russia. The process of a communist takeover involves that formation of one single classless society, where everyone is a proletariat. To do this, the party must â€Å"rid† the country of the bourgeoisie class and other non-worker classes. I believe the original plan to accomplish this involved the gradual changes from the upper class to worker. Not the quick, bloody liquidation of a class like that of the Kulaks. Even though Stalin ideas of forming one united worker class went along with original communist plans, his way of achieving this did not. He asks the question in â€Å"The Collectivization and Liquidation of the Kulaks† (pg.271)Show MoreRelatedGeorge Orwell s Animal Farm Essay1420 Words   |  6 Pagesthe reality of communism and reflects his opinions through sardonic situat ions that occur among animals. The state of communism that Marx and Friedrich Engels describe is where the state is abolished, people live in a society where members work together in agreement and no one is exploited, and every member shares the rewards of hard work. The envisions of Marx greatly contrasted with the plot of Animal Farm. Old Major, a pig, had a dream that mirrored Marx and his dream of communism. This â€Å"dream†Read MoreGeorge Orwell s Animal Farm Essay1581 Words   |  7 Pagesthe reality of communism and reflects his opinions through sardonic situations that occur among animals. The state of communism that Marx and Friedrich Engels describe is where the state is abolished, people live in a society where members work together in agreement and no one is exploited, and every member shares the rewards of hard work. The envisions of Marx greatly contrasted with the plot of Animal Farm. Old Major, a pig, had a dream that mirrored Marx and his dream of communism . This â€Å"dream†Read MoreThe Russian Revolution Of 19171563 Words   |  7 Pagesepoch, changing a monarch-led country into the Soviet Union and spreading the red of communism in waves through generations. A powerful team of Vladimir Lenin and Leon Trotsky organized the Bolsheviks, or Red Army, in political and military strategy against the Menshevik White Army. Part of their success came from the lack of unification of the Mensheviks. While the White Army banded together under a simply ‘anti-Bolshevik’ policy, the Red Army was spurred on by one philosophy: communism. HoweverRead MoreThe Cold War Between The United States And The Soviet Union861 Words   |  4 Pagesweapon that was used was a religious revival. The goal of this revival in religion was to bring on a fight against communism and become more patriotic in doing so with religion. Many big names came out of this and ideas came out of this time changing how we connect to people. Many evangelists lik e Billy Graham and Fultan J. Sheen used forms of media such as radio and television to reach out to people and spread the evils of the world including communism. Many great gatherings such as Graham’s Los AngelesRead MoreThe Great Depression Of The Twentieth Century1423 Words   |  6 Pagesimpacted the outcome of the twentieth century and changing urban form. Among the horror that erected in this time period, the communist movement is often forgotten. The change in political platforms, inspired by the Theory of Communism by Karl Marx was theoretically perfect. However when ____ (number of countries that used communism) adopted communism, its universal failure resulted in the misunderstanding and contempt of human nature . Communism was well designed for military strength and intimidationRead MoreThe Rise and Fall of Communism1465 Words   |  6 PagesEveryone would like to live in a perfect society, and in Germany, Karl Marx set out to do just that by creating the governme nt system known as Communism. Though, this system has failed in many countries all over the world because of many significant flaws in the very foundation of the system. Some of the most feared probabilities in society that Communism was created to eliminate still prevailed and were at the heart of the system’s downfall. If the system was infallible, why were so many of itsRead MoreThe Development Of The Communist Manifesto In The European1083 Words   |  5 Pagesanalysis of the communist manifesto developed by Marx and its significance in the achievements of certain goals. For instance, Trump s budget proposal reflecting working-class resentment to the poor. According to Marx in the journal, he suggests that it’s high time that the communist manifesto presented itself on the global platform and face the population and lay out their views, their goals and the aims they intend to undertake in the quest to enhance development. Despite this, however, he insistsRead MoreMarxist Theory on Crime and Punishment Essays742 Words   |  3 Pagesociety†.  Ã‚  With  this  theory,  Marx  had  a  great  impact  on Russian  literatureÍ ¾Ã‚  specifically,  Ã‚  Fyodor  Dostoyevskys  Crime  and  Punishment.  Ã‚  According  the  the Marxist  theory,  one  would  interpret  Crime  and  Punishment  as  a  perfect  example  to  the  rise  of communism.  Ã‚  This  novel  embodies  the  Marxist  theory  because  it  is  a  proclamation  of  a  proletariat,  being that  Raskolnikov  is  out  of  place  in  society,  struggling  from   a  paralyzing  poverty  and  has  a  craving  for fighting  for  the  common  good  among  a  society  of  unjust  peopleRead MoreCommunist Manifesto : Understanding Today s World1429 Words   |  6 PagesCommunist Manifesto in Understanding Today’s World Introduction What is Communism? How has Communism shaped the today’s world as it is? Is Communist Manifesto still applicable in the current world? Karl Marx and Fredrich Engels published the Communist Manifesto in 1848, and the manifesto had a great influence on the world history that the world would be a different place if the manifesto would not have been published. In this paper, I will summarize the arguments made in the manifesto to help theRead MoreThe Cold War On The World948 Words   |  4 Pagestensions, competition between communism democracy changing the world politically, economically, and socially as well as fear. One of the many effects that brought changes to politics around the world. Khrushchev along with The Soviet Union(USSR) exposed communism to the world, â€Å"To attempt to enforce its will on non-communist countries (Berlin and Laos are current examples)† (Doc. 6,II). The USSR pushed its rule around the world in an attempt to spread communism especially between Europe and Southeast

History of Fiscal Administration and the Theory and...

HISTORY OF FISCAL ADMINISTRATION AND THE THEORY AND PURPOSE OF TAXATION Introduction Fiscal Administration is not difficult to define. In simple terms, fiscal administration is the branch of economics that deals with the revenues and expenditures and their impact on the economy. It is the manner of collecting something from the constituents and spending it also for the constituents. And the exact definition according to http://www.wisegeek.com/what-is-fiscal-administration.htm, fiscal administration is the act of managing incoming and outgoing monetary transactions and budgets for governments, educational institutions, nonprofit organizations, and other public service entities. Constituents charge leaders, whether†¦show more content†¦For after all, public finance raises and spends revenue for the functions of the state. These functions have been changing with the development of the society. Thus, tracing the development of public finance institutions necessitates an examination of the development of organized society itself. Early Public Finance If we are to trace the origins of public finance institutions, we would probably start with the beginnings of the state under the slave societies. Under the primitive societies, there was not probably much public finance to speak of. The primitive tribes were on subsistence basis, with hardly any surplus. Whatever was acquired form hunting and fishing was immediately consumed. Battles over territories, the capture of defeated tribes who were turned into slaves, te development of settled agriculture and rudimentary advances in the production of goods led to the great empires of Asia, Africa and Europe. The early public finance institutions of these slave societies served as foundations for modern institutions and practices. Ancient public finance provided some of the basic instruments of public financial management. Medieval public finance further refined some of these concepts, distilling their basic aspects by an expanded application to medieval public goals and conditions. It also introduced some basic tools like accounting and auditing. The idea of financingShow MoreRelatedEquity: Tax and Adam Smith Essay2030 Words   |  9 PagesIntroduction This piece of eassy will contain two sections. In this part of the eassy I will discuss the meaning and importance of equity in taxation since Adam Smith included it as one of the Canons of taxation. Equity is defined as â€Å"redistributive taxation induces allocative distortions by driving a wedge between the price the consumer pays and the price the producer receives† (Begg et al. 2005, p.219). There are two types of equity to be considered: the horizontal equity, and vertical equityRead MorePublic Borrowing in the Philippines2777 Words   |  12 Pagesinstead of taxation. [2] Origin of Public Borrowing [4] Mercantilist Period (1500-1750) European economists between 1500 and 1750 are considered mercantilists. This is the era of merchant capital, dependent on connections between social and productive systems. [4] Mercantilism started it all, during this era colonies were established and mercantilist trade was a great tool used for the control and accumulation of gold and silver bullions [5], the idea of financing was born for this purpose. AdamRead MoreIca Gh Syslabus26672 Words   |  107 PagesQuantitative Tools in Business Audit and Internal Review Business and Corporate Law Principles and Practice of Taxation PART 3 3.1 3.2 3.3 3.4 Financial Reporting Public Sector Accounting Cost and Management Accounting Financial Management PART 4 4.1 4.2 4.3 4.4 Advanced Financial Reporting Advanced Audit and Professional Ethics Corporate Strategy and Governance Advanced Tax Planning and Fiscal Policy Review of Qualifying Examinations Syllabus May 2010 Proposed Transitional Arrangements 1 2 3 4Read MoreFactors Affecting Tax Compliance of Small and Medium Scale Enterprises in the Advent of the Eac Common Market.1751 Words   |  8 Pagescompliance has been a topic of great interest to Revenue authorities especially in the developed countries. Hostility towards tax compliance is an age old problem. â€Å"Taxes are considered a problem by everyone. Not surprising, taxation problems date back to the earliest recorded history† (Taxworld Organization, 1999). Developing countries, perhaps due to their frequent budget deficits have not been able to conduct comprehensive research on the behavior of taxpayer in relation to compliance. Hostility betweenRead MoreEssay on A Case Study on Vat9414 Words   |  38 PagesTax System By Ajay Dongol P.U. Reg. No. 2007-2-03-0176 Roll. No. 831455 A Summer Project Submitted to: Ace Institute of Management Pokhara University In Partial fulfillment of the requirements for the degree of Bachelor of Business Administration New Baneshwor Kathmandu December, 2009 i      ACKNOWLEDGEMENT I would like to express my gratitude to Ace Institute of Management along with Mr. Prakash C. Bhattarai, our course instructor for providing us the opportunity and supervisingRead MoreSocial Security a Challenge to Public Finance1824 Words   |  7 PagesSecurity. The bill entitled the Economic Security Bill and was the starting point for Social security. (ssa.gov) Social Security was enacted as part of the New Deal. Its purpose was to provide a safety net for the elderly and their direct survivors, as well, temporary unemployment benefits. The funding was a compulsory taxation of the employed workforce in shared responsibility with the employers (Hyman 2010 p. 312). The legislation was clear on the system design during the time of creation. PensionsRead MoreCompare and Contract the Budget Processes and Systems of Fiscal Accountability in Presidential and Parliamentary Systems of Government.8193 Words   |  33 PagesComparative Public Administration PROJECT Compare and contract the budget processes and systems of fiscal accountability in Presidential and Parliamentary systems of Government. Student: Lyn Marie James Abstract There is diversity of forms of government (Laundy, 1989) and different ways of classifying them and as such, this paper sets out to discuss the budgetary powers of the legislature under different forms of government, and the environment that informed the political structuresRead MoreThe Economic Properties Of Intangible Assets9432 Words   |  38 Pagesfurther reform 19 3.1. Redefining the PE notion with closer attention to the nature of intangibles 19 3.1.1 The creation of a ‘virtual PE’ concept 20 3.1.2 Placing the ‘force of attraction principle’ at the centre of the PE definition 21 3.2. The taxation of MNEs on the basis of the ‘enterprise doctrine’ 22 Conclusion 26 Bibliography 28 Introduction The pace at which hardware, software and networks are developing allows considerable growth and value creation. The digitalisation of existingRead MoreTransfer Pricing20501 Words   |  83 PagesPricing in Developing Countries An Introduction Topics 1. Abstract 2. International tax law its sources 3. Brief history of International Tax Law 4. Who gets the pie? 5. Arm s length principle : Cornerstone of International Tax Law 6. Transfer pricing methods 7. Problems with of source taxation of MNE s 8. Internet e-commerce : Achilles heel of current International taxation regime? 9. Formulary Apportionment (FA) 10. Existing uses of Formulary Apportionment systems in the world 11. DevelopingRead MoreThe Ratification Of The Us National Constitution3020 Words   |  13 PagesThere are several watersheds in the history of United States, of which have all shaped the future of the country in a way they may have never imagined. This paper will focus on the discussion on the following three topics: The ratification of the constitution in 1787 limits the democratic freedoms that American citizens had gained right after the Revolutionary War; the New Deal Coalition and policies formed by the President Franklin Roosevelt (FDR) that prevents t he country from becoming a socialist

Human Resource Management And Business Strategy Essay

Increased integration between human resource management and business strategy is one of the most m important demands that are placed upon modern strategic human resource management. In both the management and the academic literature, it is generally acknowledged that the strategic deployment and management of personnel can contribute to the success and continuity of the firm. Some go even further by stating that a firm’s human resources form the basis of the firm’s competitive advantage. In this view, the human resources are the most important assets of an organisation. At the same time, in addition to the importance of the human resources as such, it is believed to be impora tant that the management of the human resources should be in perfect fit with the management of the organisation as a whole and its strategic plans. However, despite these optimistic accounts, it is clear that the implementation of strategic human resource management is difficult and to date, has diffused only to a limited extent (Rowland Summers, 1981; Lorange Murphy, 1984; Nkomo, 1984; Golden Ramanujam, 1985; Mills, 1985; Buller Napier, 1993). The literature often refers to a relatively small number of success stories. In other instances, the literature provides rather normative models of strategic human resource management, models which are still in need of being the subject of practical experiences and empirical e testing. Also, in general, most literature is mainly concerned with ‘what’Show MoreRelatedHuman Resource Management and Business Strategy5165 Words   |  21 Pages| Human Resource Management and Business Strategy | | | Abstract Human resource strategies of the group Sun City International have been identified and analysed for purposes of this report. While reviewing the different related literature this report attempts, through an analysis of external and internal factors, to examine how strategic management may help to deal with challenges and changes in a company, closely linked to the human resource department of the group. Finally, the impactsRead MoreCase Analysis: Zappos Human Resource Management and Business Strategy673 Words   |  3 Pagesapplied to all new employees, regardless of position. Passing the training is a prerequisite for retaining ones position as a Zappos employee. During the first week of training, new hires are offered a maximum $2,000 for leaving the company. This strategy is used to weed out uncommitted new employees. Generally, there are very few who accept the offer in favor of their jobs at the company. 3. What is unique about the hiring and orientation practices is the emphasis the company places on ensuringRead Moreâ€Å"Critically Assess the View That Human Resource Management Practices Should Be Designed to Fit the Business Strategies and Objectives†Ã¢â‚¬Æ'1310 Words   |  6 PagesQuestion: â€Å"Critically assess the view that human resource management practices should be designed to fit the business strategies and objectives†Ã¢â‚¬Æ' Dynamism is increasingly becoming a feature of the business environment, so what can businesses do to attain and sustain a competitive advantage? They need to set out clear goals and objectives and then ensure that all internal processes and activities are designed in a manner to attain these goals and objectives. Furthermore, some of these practicesRead MoreHuman Resource Management Policies and Practices That Can Support Business Strategies and Contribute to Improved Performance of the Organization4241 Words   |  17 PagesHUMAN RESOURCE MANAGEMENT POLICIES AND PRACTICES THAT CAN SUPPORT BUSINESS STRATEGIES AND CONTRIBUTE TO IMPROVED PERFORMANCE OF THE ORGANIZATION PREPARED BY: ROLAND GBENGA STUDENT NUMBER: 0075DSDS1011 MASTER OF BUSINESS ADMINITRATION CARDIFF METROPOLITAN UNIVERSITY MARKETING MANAGEMENT DR. GEORGE KOSHY 6TH DECEMBER, 2011 Table of Contents Table of Figures 4 1.0. INTRODUCTION 4 2.0. LITERATURE REVIEW 6 2.1. Recruitment and Selection (Toyota) 6 2.2. Training and ProfessionalRead MoreResearch Proposal: Strategic Hrm1623 Words   |  7 Pagesâ€Å"Perspectives on Human resource strategy: A key role contributing to organization performance in Cambodian Context† By Chit Uys Stevexo July 21, 2011 The strategic management of an organization s human resource has been recognized as one of the keys to business success. This particular strategy generally involved the optimization of the employees potentials mainly through training and performance assessment. This organizational strategy has been integrated in several businesses mainly toRead MoreStrategic Human Resource Management : Marks And Spencer1208 Words   |  5 PagesBusiness environment is facing a rapid change that reminds the business management to focus on its core competencies to survive and sustain in the competitive environment. The core competencies can be developed by strategic human resource management. According to Armstrong (2006) employees are the valued assets for a company. The strategic human resource management is mainly developed in accordance to the fact that human resources need to be managed strategically for the company to enjoy sustainableRead MoreStrategic Human Resource Management1738 Words   |   7 PagesSTRATEGIC HUMAN RESOURCE MANAGEMENT Strategic human resource management is the process of linking the human resource function with the strategic objectives of the organization in order to improve performance. Strategic management The word ‘strategy’, deriving from the Greek noun strategus, meaning ‘commander in chief’, was first used in the English language in 1656. The development and usage of the word suggests that it is composed of stratos (army) and agein (to lead). In a management contextRead MoreHuman Resources : A Fundamental Department Of An Organization913 Words   |  4 PagesHuman Resources is a fundamental department of an organisation; this is because it focuses on the management of the personnel within the company. Human resources has been identified as ‘the source of sustainable competitive advantage and success, this is true when human resources management policies and practices are implemented with the main strategies and objectives set by the company itself. Strategic human resources management emphasises the successfulness of combining policies, strategies andRead MoreEssay on Training and Development and Performance Management1616 Words   |  7 Pagesord er to define Human Resource Strategy, one must first understand the concepts behind an organisation’s business strategy and its HRM practices. Various definitions of ‘strategy’ exist, almost all of which boil down to the simple fact that it is the general direction of an organization, which it must strive to go in the long term. The responsibility of adhering to the business strategy falls on the managers, who must use the resources at hand, keeping in context with the business environment theirRead MoreHuman Resource Management And Human Resources1243 Words   |  5 Pages Human resource management Introduction As storey (2001) explains that human resource management concept is typical approach to business which quest to achieve competitive advantage through the strategic disposition of dedicated and committed human work force using array of values, culture, personnel and structural techniques. In simple word Human resource denotes to employees that help to run and drives an organisation which is also the main workforce of any organisation

Celebrity Endorsement Free Essays

This research report is presented subject to the condition that it shall not, by way of trade sold, and circulated without the author (s) prior consent in any form, binding or cover other then that in which it is printed until unless it is done for educational purpose s purpose. The author (s) asserts the moral right. Printed in January 2009 ZAHEER AHMED KHAN – MBA (MARKETING) BAHRIA INSTITUTE OF MANAGEMENT COMPUTER SCIENCES, ISLAMABAD [Impact Of Celebrity Endorsement On Consumer Behavior Overall Brand Value] Published in Jan. We will write a custom essay sample on Celebrity Endorsement or any similar topic only for you Order Now 2009 | 3 Project Background I the world were full of all wise men and all wise women; we would have never heard of a term called â€Å"advertisement†. And then good products would have found the right customers and grown to prosperity. Firms would have worked out a mathematical formula to sell and succeed. But the buying process isn’t rational; and so is this world. Today, the business firms are trying out different ways in advertisement to increase their sales. Pakistanis are die-hard movie and sport buffs; and this aspect of the consumers has invited the concept of â€Å"Celebrity Endorsement† to the world of advertisement.The purpose of this report is to analyze the role of Celebrity Endorsement in the process of brand-building and consumer buying behavior by taking appropriate examples from the advertising landscape. The modern world of marketing communication has become colorful and inundated with advertisements, and it is hard to get noticed. It is an uphill task for the designer of an advertising campaign to differentiate itself from others and attract viewers’ attention. In this jet age, people tend to ignore all commercials and advertisements while flipping through the magazines and newspapers or viewing TV. But even then, the glamour of a celebrity seldom goes unnoticed. Thus, celebrity endorsement in advertisement and its impact on buying behavior the overall brand is of great significance. In this process, the companies hire celebrities from a particular field to feature in its advertisement campaigns. The promotional features and images of the product are matched with the celebrity image, which tends to persuade a consumer to fix up his choice from a plethora of brands.Although this sounds pretty simple, but the design of such campaigns and the subsequent success in achieving the desired result calls for an in-depth understanding of the product, the brand objective, choice of a celebrity, associating the celebrity with the brand, and a framework for measuring the effectiveness. ZAHEER AHMED KHAN – MBA (MARKETING) BAHRIA INSTITUTE OF MANAGEMENT COMPUTER SCIENCES, ISLAMABAD [Impact Of Celebrity Endorsement On Consumer Behavior Overall Brand Value] Published in Jan. 2009 | 4 SY NOPSIS the brand forever. Choice of the celebrity, hence, is of utmost importance and is usually done based on many different parameters – appeal, looks, popularity or even just a fantasy figure to endorse a brand. In today’s highly competitive markets, big brands are at loggerheads when it comes to products, 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.What would be the formula to success then? Well, a good creative agency, a large enough promotional budget and a huge star to endorse your brand would definitely ensure in the minds of a brand management team a feeling of security, success and a triumph over the competitors brand. The general belief among advertisers is that brand co mmunication messages delivered by celebrities and famous personalities generate a higher appeal, attention and recall than those executed by non-celebrities. The quick message-reach and impact are all too essential in today’s highly competitive environment.The different models applied by brands to achieve the full potential of such endorsements, highlight the need for a convergence between the theoretical and pragmatic approaches of brand building and effective advertising. The importance of a celebrity-brand match and the various roles played by them as brand-associates show the momentum this strategy has gained in the last decade or so. We put forward certain ideas like ‘positioning by association’, I t is a known fact that the best endorsements achieve an eclectic balance between the product (brand) and the celebrity.Giving a brand a ‘face’ is more than just a marketing strategy to increase sales or gain market share, it is a decision that can change the future of ZAHEER AHMED KHAN – MBA (MARKETING) BAHRIA INSTITUTE OF MANAGEMENT COMPUTER SCIENCES, ISLAMABAD [Impact Of Celebrity Endorsement On Consumer Behavior Overall Brand Value] Published in Jan. 2009 | 5 ‘diminishing celebrity utility’ and the Multiplier Effect which show the triangular relationship between the brand, the consumer and the celebrity. Pakistan is a country where people are star-struck by film stars, cricketers, politicians, and even criminals.Why? Populations of 170 million 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 Vaneeza really use Lux Soap? † 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? Now, despite the potential benefits derived from celebrity endorsements, they increase a marketer’s risk manifolds and should be treated with full attention and aptitude. A brand should be cautious when employing celebrities to ensure promise believability and delivery of the intended effect. The growing importance of mythical characters as celebrities and their sway over the target segments are ample proof of public demand for icons to look up to.As the celebrities traverse from a mere commercial presence to public welfare message endorsements, a whole new dimension is added to this process and helps us in achieving a holistic view of the impact which celebrities generate in every sphere and segment through their well-versed endorsements. At the end of the day, do any stakeholders in a company (employees, contractors, customers, shareholders, communities the company supports with jobs) benefit from a celebrity endorsement? Does anyone buy a product because a Lollywood or TV actor/actress or Model stands up and reads a script in somewhat convincing manner?Are their distinctions in how consumers perceive these types of endorsements and respond to them? ZAHEER AHMED KHAN – MBA (MARKETING) BAHRIA INSTITUTE OF MANAGEMENT ; COMPUTER SCIENCES, ISLAMABAD [Impact Of Celebrity Endorsement On Consumer Behavior ; Overall Brand Value] Published in Jan. 2009 | 6 What happens when a celebrity endorser gets involved in a public scandal, or worse, dies? Will the product lose consumer support or perish? The most important thing to remember is that putting a celebrity in an ad is not an idea in itself.Unfortunately, this is how most celebrities are being used in Pakistani advertising, where they just become a prop. Ideally, ther e should be an idea that makes the celebrity relevant to the product and the consumer. A celebrity’s presence in the ad should be contextual. Celebrity endorsement cannot guarantee fool-proof success. The celebrity endorsement strategy must be integrated with target market characteristics, and the other elements of the marketing mix such as product design, branding, packaging, and pricing. The message execution that will be mouthed by the celebrity must likewise be made clear and single-minded.You can do this cleverly by aligning the spirit of the brand to the product, or by using a celebrity because it ensures that people will notice you, and hopefully remember what the brand is saying. Smart associations are ones where the former happens. Before we go into analyzing success and failure stories of brands, we examine the title once again and try looking at it extremely minutely ZAHEER AHMED KHAN – MBA (MARKETING) BAHRIA INSTITUTE OF MANAGEMENT COMPUTER SCIENCES, ISLAMABAD [Impact Of Celebrity Endorsement On Consumer Behavior Overall Brand Value]Published in Jan. 2009 | 7 THE IMPACT impact could be measured would be on a comparative basis of the brand before and after the celebrity began endorsing the brand. Sales / revenue, market share, brand recall, level of repurchase, brand loyalty, trust, image and perception of the brand per say. In this trend of creati ve advertising, we see usage of celebrities of all walks in life – particularly actors, film stars, models, sports persons, and the whole gamut. But the usage can always backfire if the choice of the star is completely contradictory in nature to the brand.Believability and association of brand to celebrity is important. Selection of celebrities can be done while they are at their peak or when they are destined for greatness in the near future, again a risk that may go either way. What is important at some level is the value that a celebrity adds to a particular brand. The advertiser tries his best to make the celebrity and brand as analogous as possible. The celebrity endorser is seen to score quite well on dimensions such as trustworthiness, believability, persuasiveness, and likeability when tested for reaction from people.This is important to a marketer as if he can get a celebrity to make the masses follow, believe or listen to him, he has been successful. A s defined earlier, impact would be both short term and long term, but here the focus would be more on the long-term implications of the brand. Measurement of this would be challenging and data would be difficult to obtain. The parameters on which ZAHEER AHMED KHAN – MBA (MARKETING) BAHRIA INSTITUTE OF MANAGEMENT COMPUTER SCIENCES, ISLAMABAD [Impact Of Celebrity Endorsement On Consumer Behavior Overall Brand Value] Published in Jan. 009 | 8 DEFINITIONS OF CELEBRITIES said that within a society, celebrities generally differ from the common people and enjoy a high degree of public awareness. Among the classic forms of celebrities, actors (e. g. , Shan, Reema Khan, Sana, etc. ), models (e. g. , Mehreen Gillani, Vanzeeza Ahmed, etc. ), sports-persons (e. g. , Waseem Akram, Jan Sher Khan etc. ) are significant. According to Friedman and Friedman, a â€Å"celebrity endorser is an individual who is known by the public for his or her achievements in areas other than that of the product class endorsed†.Compared to other endorser types, famous people always attach a greater degree of attention, recall and loyalty. According to Melissa St. James, a doctoral fellow and marketing instructor at The George Washington University, â€Å"Studies show that using celebrities can increase consumers’ awareness of the ad, capture [their] attention and make ads more memorable. † In this age of intense competition, where capturing a position in the consumers’ mind space is extremely tough, celebrity endorsements give an extra edge to the companies for holding the viewers’ attention.Celebrities can catalyze brand acceptance and provide the enormous momentum that brands require by endorsing the intrinsic value to the brand. So, in the Pepsi advertisement; singer Annie or actre ss Reema Khan are the celebrity endorsers for the product or brand called Pepsi and this process is referred to as Celebrity Endorsement. C elebrities are people who enjoy specific public recognition by a large number of certain groups of people. They have some characteristic attributes like attractiveness, extraordinary lifestyle or special skills that are not commonly observed. Thus, it can beZAHEER AHMED KHAN – MBA (MARKETING) BAHRIA INSTITUTE OF MANAGEMENT COMPUTER SCIENCES, ISLAMABAD [Impact Of Celebrity Endorsement On Consumer Behavior Overall Brand Value] Published in Jan. 2009 | 9 IMPORTANT CELEBRITY ATTRIBUTES and the celebrity gains. The most important attribute for a celebrity endorser is the trustworthiness. The target audience must trust that a celebrity carries a particular image and it must match with the product. The second attribute in order of importance is likeability. The celebrity also must be accepted as a popular icon by a large cross section of the audience.Companies use celebrity endorser because they are considered to have stopping power, i. e. , a celebrity can be a very useful tool to draw attention to advertising messages in a cluttered media environment. The overall popular image coupled with exact product-image match enhances the consumer attention resulting in greater brand recall. Similarity between the target audience and the celebrity is the third important attribute. A person well-known in a society can have greater impact than a celebrity of a different world. If the endorser and receiver have similar needs, goals, interests and lifestyles, the position advocated by the brand communication is better understood and received. Similarity is also used to create a situation where the consumer feels empathy for the person shown in the commercial. The bond of similarity between the endorser and the receiver increases the level of persuasiveness. W hile selecting a celebrity as endorser, the company has to decide the promotional objective of the brand and how far the celebrity image matches with it. The selection is in fact a collaboration, from which both the companyZAHEER AHMED KHAN – MBA (MARKETING) BAHRIA INSTITUTE OF MANAGEMENT COMPUTER SCIENCES, ISLAMABAD [Impact Of Celebrity Endorsement On Consumer Behavior Overall Brand Value] Published in Jan. 2009 | 10 The Need for Celebrity Endorsement endorsement to perk up brand recall and product sales. This has now become a trend and is being perceived as a strategic means of brand building exercise. The Elaboration Likelihood Model (EML) suggests that consumers will scrutinize claims more in important situations (say, life saving drugs) than in unimportant ones.So, for almost similar products like Coke and Pepsi, it makes sense to use endorsement. Also, Friedman Friedman have shown that a celebrity relative to a non-celebrity spokesperson would be more effective for products high in psychological or social risk, involving such elements as good taste, selfimage, and opinion of others. For example, when actor Tallat Hussain endorses Toyota Liana drive; the consumers are made to think that he is giving his opinion to go for this car. T he charisma of the celebrities almost always entices people and their words are worshipped by a lot of people.Their influence also goes on the political front, where they are invited for political endorsement. The business firms, thus, resort to celebrity Two reasons why advertisers need celebrity endorsement are to increase the credibility attrac tiveness of their advertisement. This is solely to affect consumers’ attitude towards their brand. To justify this hypothesis, we can take the example of Sonia Jahan and Ali Zafar has turned the tables for Telenor brand called Talkshawk as sales increased by a whooping 500%. ZAHEER AHMED KHAN – MBA (MARKETING) BAHRIA INSTITUTE OF MANAGEMENT COMPUTER SCIENCES, ISLAMABAD Impact Of Celebrity Endorsement On Consumer Behavior Overall Brand Value] Published in Jan. 2009 | 11 ublished The Process of Celebrity Endorsement T he process of celebrity endorsement is more of meaning translation meaning application. A deeper insight into this complex process is provided by the following theory. The Meaning Transfer Model McCracken, the author to this model, has suggested that, â€Å"The effectiveness of the endorser â€Å"The depends, in part, upon the meaning he or she brings to the endorsement process. † The celebrities’ effectiveness as endorsers stems from the cultural meanings with which they are endowed. It is a three-stage process of meaning transfer that involves the formation of stage meaning celebrity image, transfer of meaning from celebrity to the brand, and finally, from the brand to the consumer. Figure 1: The Meaning Transfer Model To explain it with the help of an example, we can take the ca of Waseem Akram and Accu case Chck. The cricket icon is seen as â€Å"Mr. Dependable†. And when he endorses Accu Chck, an image . Chck of â€Å"dependability† is tagged on to the brand under promotion. ZAHEER AHMED KHAN – MBA (MARKETING) BAHRIA INSTITUTE OF MANAGEMENT COMPUTER SCIENCES, ISLAMABAD Impact Of Celebrity Endorsement On Consumer Behavior Overall Brand Value] Published in Jan. 2009 | 1 Celebrity Selection T †¢ here are various scientific ways in which the right celebrity is selected for the product endorsement, which are discussed here after: Stereotyping Tellis defines stereotypes as perceptions and depictions of individuals based on simplistic, biased image of the group to which they belong, rather than on their own individual characteristics. For example: its better to select celebrities who say are teens for chocolate advertisements and females for detergent ads, etc. The TEARS1 Model Match up between Brand Image Celebrity Image Fame, Popularity (But Brand should be Reliable) Trustworthiness Celebrity Chosen Physical Attractiveness Expertise Figure 2: The TEARS Model 1 Defined by J. Lindeberg. The attributes highlighted by the acronym â€Å"TEARS† are gauged for celebrity selection. These are Trustworthiness, Expertise, Attractiveness, Respect, and Similarity. ZAHEER AHMED KHAN – MBA (MARKETING) BAHRIA INSTITUTE OF MANAGEMENT COMP UTER SCIENCES, ISLAMABAD [Impact Of Celebrity Endorsement On Consumer Behavior Overall Brand Value] Published in Jan. 2009 | 13Trustworthiness: Zia Muhi-u-Din who is an icon of trust; promoting KASB Bank. Expertise: Waseem Akram for a sports brand. Attractiveness: Sonia Jahan, Vaneeza Ahmed, Mehreen Gillani, Shan, etc. Respect: Social worker Abdus Sitar Edhi and the Blood donation campaign. Similarity: a child artist promoting a chocolate brand. A celebrity scoring high on all the above attributes can turn out to be a good endorser for the brand under question. †¢ The No TEARS Model The â€Å"No TEARS† approach is a tool for managers and their advertisers how to go about selecting celebrities so as to avoid the pitfalls from making an unwise decision. It gauges the following information: celebrity audience match up, celebrity brand match up, celebrity credibility, celebrity attractiveness, cost consideration, a working ease and difficulty factor, an endorsement saturation factor, a likelihood-of-getting-into-trouble factor Selecting the right celebrity does more than increasing sales; it can create linkages with the celebrities’ appeal, thereby adding new dimension to the brand image. Research conducted by Katherine Eckel has revealed that celebrities can get people to make a better choice but cannot influence ‘people to make a foolish choice’.ZAHEER AHMED KHAN – MBA (MARKETING) BAHRIA INSTITUTE OF MANAGEMENT ; COMPUTER SCIENCES, ISLAMABAD [Impact Of Celebrity Endorsement On Consumer Behavior ; Overall Brand Value] Published in Jan. 2009 | 14 The success of celebrity endorsement in Pakistan can be sought from a market research conducted earlier which found that 8 out of 10 TV commercials scored the hig hest recall were those with celebrity appearances. ZAHEER AHMED KHAN – MBA (MARKETING) BAHRIA INSTITUTE OF MANAGEMENT ; COMPUTER SCIENCES, ISLAMABAD [Impact Of Celebrity Endorsement On Consumer Behavior ; Overall Brand Value]Published in Jan. 2009 | 15 ublished Brand, Celebrities ; Consumers Figure 3: Factors Impacting a Brand while being viewed by a Consumer in Media : by The model above shows the various factors that affect a celebrity endorsed brand while viewed by a consumer in the media (both TV and print). The central idea being the impact on brand and consumer behavior. The three major parts to a brand being shown are: . The Product Advertisement The celebrity endorsing it It is important is to study the relationship between these factors and how they together act for or against the brand.The product is important, of course, it may fulfill a need, want or a desire. Quality is need, quintessential and, hence, nowadays it is understood the product is of highest quality. So what next? The advertisement is important as a good product could see an early exit if the ZAHEER AHMED KHAN – MBA (MARKETING) BAHRIA INSTITUTE OF MANAGEMENT ; COMPUTER SCIENCES, ISLAMABAD [Impact Of Celebrity Endorsement On Consumer Behavior ; Overall Brand Value] Published in Jan. 2009 | 16 advertisement is handled badly, and otherwise, a mediocre product which is tastefully handled goes a long way.Lastly, the celebrity in the advertisement, recall, trust, familiarity are some of the reasons that they are used. Now consider the interactions of these individual factors. The best of superstars can be doing the advertisement but if the product is far from the image the star has, the whole advertisement is a waste. Imagine Javed Sheikh doing an advertisement for ad for youth apparel. Well, exceptions can be there but then again it depends on the way it is done. Believability is of vital importance. The relationship between a product and its advertisement again can be either dependant or none.In that case, a shock value makes people remember the brand better and, hence, a possible long term loyalty. ZAHEER AHMED KHAN – MBA (MARKETING) BAHRIA INSTITUTE OF MANAGEMENT ; COMPUTER SCIENCES, ISLAMABAD [Impact Of Celebrity Endorsement On Consumer Behavior ; Overall Brand Value] Published in Jan. 2009 | 17 Facts Approximately 60-70% of all television commercials feature famous people. Telenor Talkshawk sales went up when Telenor endorsed Sonia Jahan and Ali Zafar with a well executed TVC. Pakistan is a country of cricket fans, that’s why Pepsi is endorsing almost 90% times cricketers in their ads.Reema Khan who is brand ambassador of Warid Postpaid appeared in Prepaid Warid advertisement, and sales went down dramatically. Amitabh Bachchan (AB) was seen endorsing Maruti’s Versa Car. The AB factor worked wonders as far as generating curiosity was concerned but the actual product couldn’t meet the expectations of people, and hence, the endorsement strategy didn’t work. He has been used very effectively by Parker Pens, ICICI Bank and Cadbury’s to name a few. Magic Johnson lost his endorsement deals when he announced in 1991 that he’s HIVpositive. It wasn’t until July 2003 that he landed his first endorsement deal since the announcement.Ticket sales at Wimbledon are known to have shot up significantly for all matches featuring the latest ‘sex-symbol’ on the circuit – Anna Kournikova. An average player who is yet to win even a single tennis tournament, Anna is known to have earned far more from endorsements than her tennis career could ever have given her. ZAHEER AHMED KHAN – MBA (MARKETING) BAHRIA INSTITUTE OF MANAGEMENT ; COMPUTER SCIENCES, ISLAMABAD [Impact Of Celebrity Endorsement On Consumer Behavior ; Overall Brand Value] Published in Jan. 2009 | 18 The Argument for Celebrity EndorsementsThe need for brands to use luminaries in advertising is most felt when the concerned brand has very close subst itutes available; when there is a need to create a unique and clear differentiation for the brand, and when the brand has to make an impact at its introductory stage. Research has indicated that target prospects are more likely to choose goods and services endorsed by celebrities than those without such endorsements. Celebrities facilitate instant awareness and immediate attention. In this era of sound bites, channel surfing, visual orientation and quick newspaper scanning, there is great demand for people’s time and focus.Studies have shown that some of the attributes associated with the celebrity are passed on to the brand. For instance, if a motorbike is associated with a celebrity who connotes performance then one need not hunt for the reassurance required to make the down payment. The idea, thus, is to convince people of the utility lying in your brand. For instance, if I want to say Dettol Soap gives maximum protection against germs, viruses and bacteria and it is hard to convince a priori, then it’s easier to say: ‘Mahnoor Baluch says Dettol Soap gives maximum protection against germs, viruses and bacteria because she i s very caring mother’. The brand, therefore is riding piggyback on the celebrity. At a rational level, everyone knows it is a paid endorsement, and there is no immediate, conscious association. But at a subliminal level an association occurs – the attributes of one rubs off onto the other. ZAHEER AHMED KHAN – MBA (MARKETING) BAHRIA INSTITUTE OF MANAGEMENT COMPUTER SCIENCES, ISLAMABAD [Impact Of Celebrity Endorsement On Consumer Behavior Overall Brand Value] Published in Jan. 2009 | 19 Brand Image CelebrityResearch has shown that there are three aspects that influence a customer’s attitude and, hence, the long term impact on the brand – Attractiveness, Trustworthiness and Expertise. The matrix below shows us the images and the celebrities: Elegance Beauty Attractiveness Classy Stylish Mahira Honest Trustworthiness Reliable Knowledge Expertise Qualified Experience Tallat Hussain Zia Muh-ud-Din Nabeela Waseem Akram Liana KASB Bank Shampoo Accu Chck Hence, we see depending on the product and aspect of brand, the choice of the Anwar Maqsood Panteen Pampers Vaneeza Meera Indigo Ufone Public DemandAli Zafar/Sonia Jahan Telenor Talkshawk Iman Ali Sunsilk celebrity is important so that the celebrity can reflect that and not go against the brand. Getting back to the basic of branding after such exhaustive examples can make us reflect ZAHEER AHMED KHAN – MBA (MARKETING) BAHRIA INSTITUTE OF MANAGEMENT ; COMPUTER SCIENCES, ISLAMABAD [Impact Of Celebrity Endorsement On Consumer Behavior ; Overall Brand Value] Published in Jan. 2009 | 20 on our choices of celebrity and the impact on the brand. We talk about Brand Equity, Brand Identity and Position. It is worthwhile to see the effect of a celebrity on these critical elements.Brand equity essentially made up of loyalty, awareness, perceived quality, associations, and other proprietary brand assets. The celebrity should be chosen in such a way as to reinforce and strengthen the brand in all these elements but the question is, can he/she? Take an example of another star Hadiqa Kayani, who endorses modish, trendy home appliances from a Pakistani manufacturer PEL (Pak Elektron Ltd. ) with the backing of a stylish star was a great idea for the brand image. It was able to attract new customers who were style and trend conscious but unable o afford high price international brands. ZAHEER AHMED KHAN – MBA (MARKETING) BAHRIA INSTITUTE OF MANAGEMENT ; COMPUTER SCIENCES, ISLAMABAD [Impact Of Celebrity Endorsement On Consumer Behavior ; Overall Brand Value] Published in Jan. 2009 | 21 The Argument against Celebrity Endorsements CELEBRITY ENDORSEMENT: THE ISSUES INVOLVED There are several factors to consider before resorting to celebrity endorsement. There is no single formula to win in the world of marketing. A company must analyze the prospect of endorsement from 360 degrees, prior to product promotion. Price vs. Profit The most important issue is that of Return on Investment (ROI). Companies need to perform a cost-benefit analysis prior to endorsement. The process of gauging the effectiveness of endorsement on the overall brand is but difficult. The companies expect to bring, in the long run, future sales, revenues and profit from the present investments on celebrity endorsement. Celebrity endorsement is an expensive means of brand promotion and the price burden almost always shifts on to the consumers; if not, then it narrows the companies’ profit. Multiple Brand Endorsement vs. Multiple Celebrity Endorsement In the advertising landscape, we find either a celebrity endorsing multiple brands or multiple celebrities being used to endorse a single brand. Sonia Waseem Akram, for example, endorsed more then 10 brands (including Pepsi, Accu Chck, Rexona, etc. ). Iman is endorsing more then 5 brands at the moment including LUX, Mobilink Jazz, Sunsilk Shampoo. Tripp et al, says that the endorsement of as many as four products negatively influences the celebrity spokesperson’s credibility and likeability.ZAHEER AHMED KHAN – MBA (MARKETING) BAHRIA INSTITUTE OF MANAGEMENT ; COMPUTER SCIENCES, ISLAMABAD [Impact Of Celebrity Endorsement On Consumer Behavior ; Overall Brand Value] Published in Jan. 2009 | 22 ublished Figure 4: Multiple Brand Endorsement ( : (Atif Aslam) Also, the use of multiple celebrities to endorse a brand may hinder the meaning transfer process, and thus, lead to confusion among the consumers. Similarity between the target audience and the celebrity is the third important attribute. A person well-known in a society can have greater impact than a celebrity of a different world.If known the endorser and receiver have similar needs, goals, interests and lifestyles, the position similar advocated by the brand communic ation is better understood and received. Similarity is also used to create a situation where the consumer feels empathy for the person shown in the commercial. The bond of similarity between the endorser and the receiver increases the level of persuasiveness. The companies have to first clarify their business objectives, brand values and then decide who the celebrities are who can carry them forward. Otherwise, their can be unnecessary canZAHEER AHMED KHAN – MBA (MARKETING) BAHRIA INSTITUTE OF MANAGEMENT ; COMPUTER SCIENCES, ISLAMABAD [Impact Of Celebrity Endorsement On Consumer Behavior ; Overall Brand Value] Published in Jan. 2009 | 23 investments without proper return. So the celebrity endorsement cost has to be weighed up against the return on marketing investment. Besides, while designing an ad campaign, one should also keep in mind that the overuse of some extremely popular celebrities often tends to confuse consumers and reduce the utility of celebrity endorsement. Another argument against celebrity endorsement involves the behavior of the celebrity.The values that display themselves in regrettable behavior could transfer themselves to the brand. The marketing function of a company should also understand that brands should assume a much greater space than the celebrities, because their association may be temporary but the brands are permanent. The various risks associated with celebrity endorsements are as follows: †¢ Negative publicity – If the celebrity is strongly associated with the brand then the occurrence of the negative publicity can spill over the brand. This can harm the trustworthiness and credibility in the mind of the consumers. Overshadowing – When celebrity endorser is used, the risk of consumers focusing on the celebrity and not on the brand exists. †¢ Overexposure – This risk arises when the celebrity chooses to endorse several different products simultaneously which might leave the consumers con fused. E. g. , Vaneeza Ahmed endorses different brand including Mobilink Indigo, LUX, etc. †¢ Overuse – Sometimes the company can use many different celebrities to appeal to different market segment. But multiplicity of endorser might blur the image of the brand and reduce the effectiveness of the means of persuasion. Extinction – The favorable response obtained by a particular brand may weaken over time if the brand gets significant exposure without the association of the celebrity. If the celebrity contract is for a considerable period of time, then it can lead to draining out capital without proper return. †¢ Financial Risk – The decision for hiring an expensive endorser may not be always feasible if there is a poor brand fit. ZAHEER AHMED KHAN – MBA (MARKETING) BAHRIA INSTITUTE OF MANAGEMENT ; COMPUTER SCIENCES, ISLAMABAD [Impact Of Celebrity Endorsement On Consumer Behavior ; Overall Brand Value] Published in Jan. 009 | 24 Therefore, for celebrity endorsements to work effectively there are some fundamental ground rules: The brand promise and the brand personality should be clearly articulated. The communication objectives for the campaign should be frozen. Focus must be on the synergy between the brand and the celebrity image Establish explicitly what the celebrity is going to communicate Once these criteria are met, endorsements can work as a force multiplier. A deeper insight in the impact of celebrity endorsement on consumers’ minds can be explained by the meaning transfer model, explained in the next section.ZAHEER AHMED KHAN – MBA (MARKETING) BA HRIA INSTITUTE OF MANAGEMENT COMPUTER SCIENCES, ISLAMABAD [Impact Of Celebrity Endorsement On Consumer Behavior Overall Brand Value] Published in Jan. 2009 | 25 ublished WHICH OF THE FOLLOWING HAS THE HIGHEST IMPACT ON DECISION OF BUYING A PARTICULAR PRODUCT ? Celebrity Brand Name Self Esteem 3% 48% 25% 24% Luxury/ Need Motor Vehicles From the above graphical representation we can see that a major portion of consumer buy a Motor Vehicle just because it is a luxury/need 24% buy it for the self esteem and 25% go for a Motor Vehicle /need. % just because of the brand name.We have a small but affective percentage of consumers who are consu influenced by celebrities endorsing a brand. So, we can conclude that celebrity endorsement is an affective tool to build brand image as well as it has a positive influence on consumers. Mobile Phones Celebrity Brand Name 4% 30% 32% Status Cost 34% Again we don’t see much consumers influenced by the celebrity endorsement. 34% buy a cell phone to celebrity meet their level of standard or class. 32 out of 100 are brand conscious because they don’t want to take risk by using a new brand. In short, they want to avoid the risk involved in purchasing a new brand. 0% consumers are cost/price conscious. Their demand for a mobile can increase or decrease with the onsumers increase in price. ZAHEER AHMED KHAN – MBA (MARKETING) BAHRIA INSTITUTE OF MANAGEMENT COMPUTER SCIENCES, ISLAMABAD [Impact Of Celebrity Endorsement On Consumer Behavior Overall Brand Value] Published in Jan. 2009 | 26 ublished Clothing Celebrity Status Cost Brand Name 44% 32% 10% 14% Unfortunately, we don’t see much advertisement of clothes on different media in Pakistan but still we see 32% consumer get attracted towards a particular apparel brand because of the celebrity endorsing towards that brand.This may be because we have cable in almost every house especially in cities. So, ads and celebrities from India help them decide what particular brand to be bought. 24% people are status and cost conscious so, again the demand is dependent on the price they pay for a specific product. Food Products Attractive Packaging Brand Name Celebrity Quality 47% 30% 10% 13% Here we can see that even after endorsing a celebrity in a Food Product advertisement, nominal consumers are attracted towards it. Most of the people are quality conscious and they are not ready to compromise on that.Attractive packaging seems to be an affective tool in making a consumer decides affective whether to go for a certain food product or not. ZAHEER AHMED KHAN – MBA (MARKETING) BAHRIA INSTITUTE OF MANAGEMENT COMPUTER SCIENCES, ISLAMABAD [Impact Of Celebrity Endorsement On Consumer Behavior Overall Brand Value] Published in Jan. 2009 | 27 ublished MOTIVATION FACTOR DUE TO WHICH YOU PURCHASE A PRODUCT? Value for Money Various Discounts Latest Trends Attractive Advertisement Celebrity Endorsing the Brand 18% 14% 10% 20% 38% Motivation is a driving force that leads to a purchase or at least take consumer attention towards a product.The finding from our survey shows that a large number of consumers buy a product that gives number them value for their money. 20% get attracted because of the appealing advertisement. But again we see that 14% of customers get attracted because of the celebrity endorsing that product. A noticeable number of customers get motivated because of the promotional offers companies make time to time omers and 18% are fashion, style conscious and go for product that is up-to-the-minute. ZAHEER AHMED KHAN – MBA (MARKETING) BAHRIA INSTITUTE OF MANAGEMENT COMPUTER SCIENCES, ISLAMABAD Impact Of Celebrity Endorsement On Consumer Behavior Overall Brand Value] Published in Jan. 2009 | 28 ublished DOES A CELEBRITY HELP IN INCREASING THE MARKET SHARE OF A COMPANY’S BRAND? Yes No Can’t Say 18% 36% 46% Whether someone get attracted towards a particular brand because of the celebrity or not a very large not, number of consumers agree with the statement that celebrities help in increasing the market share of the company’s brand they are endorsing but at the same time half the consumers do not agree with the statement and 18% consumers are neutral about the statement.WHAT DO YOU THINK, CELEBRITIES THEMSELVE USE THE PRODUCTS THEY ENDORSE? Yes No Can’t Say 30% 12% 58% This was a very interesting question to ask from consumers. The answer of 58% consumers was ‘No’, is 12% agreed and 30% consumers were neutral about the statement that celebrities themselves use the product they endorse. We can see a sense of untrustworthiness. This may be because of the knowledge and information consumers have. Educated consumers are certain about the consumers’ usage of the brand they are using. ZAHEER AHMED KHAN – MBA (MARKETING) BAHRIA INSTITUTE OF MANAGEMENT ; COMPUTER SCIENCES, ISLAMABAD Impact Of Celebrity Endorsement On Consumer Behavior ; Overall Brand Value] Published in Jan. 2009 | 29 ublished ON A PERSONAL NOTE WHAT KIND OF CELEBRITY DO YOU PREFER THE MOST? Famous Personalities Cricketers None of the above 4% 6% Movie/Tv Stars/Models Politicians 12% 32% 46% We see a lot of advertismeent daily on TV, Newspapers, magazines and 80% of the companies use Movie/TV Stars/ Models for endorsement of their brands. 46% consumers like Movie/TV Stars/Models. ovie/TV As Pakistanis are cricket fans so, the results were obvious. 32% people like cricketers in ads. 2% of them get attracted towards an advertisement that endorse famous personlities like Anwar Maqsood, Abdus Sitar Edhi etc. Politicians have not good reputation in our country or to be more specific, among the educated people, but still we see 4% people who like politicains in advertisement. 6% like other personalities such as Zia Muh-ud-Din, Nabeela, etc. Din, ZAHEER AHMED KHAN – MBA (MARKETING) BAHRIA INSTITUTE OF MANAGEMENT ; COMPUTER SCIENCES, ISLAMABAD [Impact Of Celebrity Endorsement On Consumer Behavior ; Overall Brand Value] Published in Jan. 2009 | 30 LIMITATIONS – Research was limited to Islamabad City. Specifically two universities students and teachers, family members and some people in different markets. 2- The number of respondents was not adequate for such kind of research, in our case 100. 3- Most of the students of universities are not very serious about the research projects conducted in universities because they think this report/research is just for getting marks. So, there is chance that some of them might have provided wrong information. 4- There is a possibility that some respondents might have misunderstood the statements.ZAHEER AHMED KHAN – MBA (MARKETING) BAHRIA INSTITUTE OF MANAGEMENT ; COMPUTER SCIENCES, ISLAMABAD [Impact Of Celebrity Endorsement On Consumer Behavior ; Overall Brand Value] Published in Jan. 2009 | 31 Conclusion Celebrity endorsement can be a goldmine or a minefield for a company’s brand building process. There have been extensive studies relating to the process of celebrity endorsement and brand-building. These studies indicate that celebrity endorsement has worked well in some consumer segments while failing in others. Few celebrities have been more successful than those with almost parallel fame.So the role of celebrity endorsement in the advertising space is equivocal and cannot be seen as an assured strategic tool to win profits, market share, revenues, etc. Consumers can identify the clear difference between a good script and a good brand idea. For example, while Pepsi’s Reema Khan’s (Action Girl) ad was seen as one with a good script, Dew’s Dew Na Kiya to Phir Kya Jiya†¦ was seen as an insightful and strong brand idea. For all the flak it drew in its vainglorious attempts to run down competition, Thumbs-Up was seen as the only example of seamless linkage between brand positioning and brand celebrity. Brand† is the most valuable asset of any company; building its image is, thus, of paramount importance. Any thoughtless adventure can be like the Sword of Damocles upon your head. Celebrities do not make brands but ideas do. If the former were true then brands would have vanished when the hype and hoopla around the celebrities faded. Celebrity endorsement is also one of the ideas. But, its easy to come up with new ideas; the hard part is letting go of what worked for you two years ago, but will soon be out-of-date. Therefore, it is imperative to invest in good ideas; which will bring good returns.Thus, the need of the hour is to focus less on your Return-on-Investment, and think more in terms of your Return-on-Ideas. There is an increasing challenge to the marketing manager to develop and implement an integrated marketing communication (IMC) plan to realize the true value of the celebrity endorsements. There is a gradual shift from the traditional approach of showing celebrities in advertisement to making them the â€Å"spokes-person† of the brand. Companies have taken ZAHEER AHMED KHAN – MBA (MARKETING) BAHRIA INSTITUTE OF MANAGEMENT COMPUTER SCIENCES, ISLAMABAD Impact Of Celebrity Endorsement On Consumer Behavior Overall Brand Value] Published in Jan. 2009 | 32 celebrity endorsement to next level by projecting brands as a way of life. Smart companies are using their brand ambassadors in other mediums such as movies to promote their brands. Wooing the key existing and potential target customers is the trait of a successful promotion strategy. However, the marketing manager should be able to offer significant value propositions in the services / products offered to the customers. How to cite Celebrity Endorsement, Papers Celebrity Endorsement Free Essays How the celebrity endorsement advertisement influence consumers in a negative way Professional research and Evaluation Student name: Jiang WeiWei Student number: 3363314 April, 2013 Abstract The goal of this research is to grasp consumers’ negative reaction of celebrity endorsement advertisement (including the reaction of over celebrity endorsement ads, celebrity’s over-endorsement and celebrity’s negative performance). The aim of this study is trying to find out how to take advantage of celebrity endorsement advertisement more effectively and correctly in Internet-information times. As the development of entertainment and web 2. We will write a custom essay sample on Celebrity Endorsement or any similar topic only for you Order Now 0 tools (such as blog, social networking sites), more and more firms would like to invite a celebrity to show up in their ads to attract more attentions of their target consumers. As a result, the effect of celebrity endorsement ads is not as effective as it was. Sometimes the celebrity endorsement would have even a counterproductive effect on consumers. Introduction Celebrity endorsement advertising has been one of the most common strategies for a brand or product to gain public’s awareness. It has been estimated that one quarter of all advertisements employ a celebrity spokesperson to endorse a product or brand (Shimp, 1997). Freiden (1984) found that celebrities stood out in terms of trustworthiness, likability, persuasiveness and believability. However, the effect of celebrity endorsement ads has been weakened as the appearances of over celebrity endorsement ads, celebrity’s over-endorsement and celebrity’s scandal. In the literature, only few studies in celebrity have studies consumers’ negative reactions. So findings in this area would help the advertisers select and create more effective celebrity endorser ads under the new changes. Reference David, H Benedikte, A, 2003, ‘Factors predicating the effectiveness of celebrity endorsement advertisements’, Journal of European Marketing, vol. 38, no. 11/22, pp. 1509-1526 This research examines whether consumers infer that celebrity endorsers like the products they endorse. The study presents a model using these inferences and other characteristics of the endorser to predict attitudes toward the endorsed products. I found this article through RMIT library database. I searched using the keywords factors of influence of celebrity endorsement. Steven, M, Edwards Carrie, LA, Ferle, 2009, ‘Does gender impact the perception of negative information related to celebrity endorsement’, Journal of Promotion Management, 15(1), 22-35 The study examines the effectiveness of celebrity endorsement by examining how a respondent’s gender impacts identification with a spokesman and the processing of negative information about celebrity’s performance. I found this article through RMIT library database. I searched using the keywords negative influence and celebrity endorsement. Kineta, Hung, Kimmy, W, Chan Caleb, H, 2011, ‘Assessing celebrity endorsement effects in china: a consumer-celebrity relational approach’, Journal of Advertising Research, 10(2), 608-622 This article aims to exam how the celebrity over-endorsement effect on consumers and to explain which kind of celebrity has a deeper and wider influence on consumers. I found this article through the RMIT library database. I searched using the key world over-endorsement. Somdutta, Biswas Mahmood, Hussain Kathleen, O, Donnell, 2009, ‘Celebrity endorsements in advertisements and consumer perceptions: a cross-cultural study’, Journal of Global Marketing, 22(5), 121-137 This article studies consumer perceptions of celebrity endorsements from a cross-cultural perspective. The implications for markets in this article as well as suggestions for future research as discussed. I found this article through the RMIT library database. I searched using the key world celebrity endorsement in advertising. Kerry, 2010, Endorsement in advertising: a social history, 8th edn, illustrated, McFarland Co, Michigan University This book introduces a brief history of celebrity endorsement advertisement from 1919 to 2003 which including some growth and changes about spokesman ads. I found this article through the RMIT library database. I searched using the key world history of endorsement ads. Robert, Macken@gmail. com, 2010, ‘UK. Election celebrity endorsement’, weblog post, 3rd May, General One File, viewed 31 March 2013, http://find. galegroup. com. ezproxy. rmit. edu. u This blog discusses the situation of celebrity endorsement in UK which in a typical country would represent an average state of celebrity spokesman ads. I found this article through the RMIT library database. I searched using the key world celebrity in UK. Angela, B Maureen, W, 2003, ‘The naked truth of celebrity endorsement’, Journal of British Food, vol. 105, no. 4/5, pp 288-296 This case study e xamines the use of celebrity endorsement in the formation of the retail image of leading European grocery. The aim of this study is to explore the essence of the spokesmen advertisements. I found this article through the RMIT library database. I searched using the key world the truth of celebrity endorsement. Erik, J Henri, burgers, 2009, ‘Celebrity capital as a strategic asset: Implications for new venture strategies’, Advances in Entrepreneurship, firm emergence and growth, 8th edn, Emerald Group Publishing Limited, pp. 137-160 This book explains that how the celebrity entrepreneurs benefit new ventures and shows that how the different strategic implications of celebrity capital for ventures using celebrity entrepreneurs versus endorsers. I found this article through the RMIT library database. I searched using the key world celebrity endorsement. Elliott, T1992, ‘The media business: Advertising: New tactics on celebrity endorsement’, Newspaper of The New York Time, 3 April, p. 3 This article comes from The New York Time newspaper which discusses the new changes about celebrity endorsement as a new media tactic that has attracted much attention from consumers. I found this article through the RMIT library database. I searched using the key world new media tacyics Chung-Kue, Hsu Daniella, Mcdonald, 2002, ‘An examination on multiple celebrity endorsers in advertising’, Journal of Product Brand Management, vol. 11(1), no. 6, pp. 19-29 This study discusses advantages and potential concerns of multi-celebrity endorsement advertising and documented the actual use of multiple celebrity endorsers in the milk mustache campaign in the USA. I found this article through the RMIT library database. I searched using the key world multiple celebrity endorsement. Annotated bibliography Steven, M, Edwards Carrie, LA, Ferle, 2009, ‘Does gender impact the perception of negative information related to celebrity endorsement’, Journal of Promotion Management, 15(1), 22-35 This article seeks to define how the negative information about a celebrity impact male and female consumers in different ways (such as different extent impacts). The purpose of this article is to examine the impact of an endorsement for a gender-related product (such as cars and cosmetics). The summary of this article provides a useful overview. The discussion is logical and reasonable, especially the first hypothesis which aims to explain negative information about a celebrity will impact consumers’ attitude towards the celebrity, endorsement/advertisement, product rating, and product interest negatively is useful and related to my research. Furthermore, most of the examples of celebrity’s endorsement (such as Josh Howard and Michael Phelps) in this article are new and typical which would explain the situation (celebrity over-endorsement) clearly. However, the final findings from the research and hypothesis are not clearly and specific. For example, there is no exact result about which group (male or female consumers) would have a stronger reaction to negative information about endorser. The author should do a further explanation about the reason why it is hard to get the exact results. I found this article through RMIT library database. I searched using the keywords negative influence and celebrity endorsement. Kineta, Kimmy, W Caleb, H, 2011, ‘Assessing celebrity endorsement effects in china: a consumer-celebrity relational approach’, Journal of Advertising Research, 10(2), 608-622 This article discusses consumers’ reaction about endorsed brands and over-endorsement ads in china. Following that is a deeper investigation about comparing sports celebrity with entertainment celebrity’s influence on consumers. The purpose of this article is to confirm consumers and celebrity’s relationship in c hina and to help advertisers to pick up a suitable spokesman for their brands and products . The author quotes some latest literatures (such as the definition of value-transfer approach) and examples which could represent for the fast-replacing generation of celebrity. The second hypothesis of this article is helpful to my study, especially the findings about the celebrity’s capacity may be related to the diversity of the celebrity’s core value set. The finding also illustrates that not all the celebrity who endorse multiple brands would decrease their influence on consumers. At the same time, there are some shortages in this article. Firstly, some of the investigations are too complicated to understand, especially the large number of tables and graphs which make the data difficult to calculate. In addition, the online survey samples just focused on generation-young people which is an important group but not representative of the overall consumer population. In conclusion, although this study was conducted in China market, the findings of this study would implications that beyond cultural context. I found this article through the RMIT library database. I searched using the key world over-endorsement. How to cite Celebrity Endorsement, Papers