Research protocol for Master's level 'Alzheimer disease ' Essay

Research protocol for Master's level 'Alzheimer disease ' - Essay Example la, T., Arai, H., Blennow, K., Andreasen, N., Hofmann-Kiefer, K., DeBernardis, J., Kerkman, D., McCulloch, C., Kohnken, R., Padberg, F., Pirttilà ¤, T., Schapiro, M.B., Rapoport, S.I., Mà ¶ller, H-J., Davies, P., Hampel, H., (2002). Differential Diagnosis Of Alzheimer Disease With Cerebrospinal Fluid Levels Of Tau Protein Phosphorylated At Threonine 231, Arch Neurol; 59: pp. 1267 – 1272. De La Monte, S.M. and Wands, J.R., (1994). Diagnostic Utility of Quantitating Neurofilament –immunoreactive Alzheimer’s Disease Lesions, The Journal of Histochemistry and Cytochemistry, Vol. 42. NO. 12, pp. 1627-1634. De La Monte, S.M. and Wands, J.R., (1994). Diagnostic Utility of Quantitating Neurofilament –immunoreactive Alzheimer’s Disease Lesions, The Journal of Histochemistry and Cytochemistry, Vol. 42. NO. 12, pp. 1625-1634. Kohler, J., Riepe, M.W., Jendroska, K., Pilartz, H., Adler, G., Berger, F.M., Calabrese, P., Frolich, L., Gertz, H.J., Hampel, H., Haupt, M., Mielke, R ., Paulus, H.J., and Zedlick, D., (2002). Early diagnosis and treatment of Alzheimers disease. Implementation in the doctors office, Fortschr Med Orig; 120(4): pp. 135-41. Lopez, O. L., Swihart, A. A., Becker, J. T., Reinmuth, O. M., Reynolds, C. F., III, Rezek, D. L. and Daly, F. L., III, (1990), Reliability Of NINCDS-ADRDA Clinical Criteria For The Diagnosis Of Alzheimers Disease, Neurology; 40: 1517. Tapiola, T., Lehtovirta, M., Ramberg, J., Helisalmi, S., Linnaranta, K., Riekkinen, P., and Soininen, H. (1998). CSF tau is related to apolipoprotein E genotype in early Alzheimers disease, Neurology; 50: pp. 169 -

North Coat Town- Robert Gray Analysis Essay Example for Free

North Coat Town- Robert Gray Analysis Essay The two utilities both represent the need to use the restroom and his hunger from not eating anything, as he could not afford anything. Just from stanza 1, readers can get the idea that this man is a hitchhiker. This demonstrates the life of these hitchhikers and how they would get through life day after day. In Stanza 2, the man washes himself up at a tap where he steps into mud, as there is always mud at taps. ‘Vandals Lavatory’, Grey uses the word ‘Vandal’ as he does not appreciate people vandalizing the streets to ruin the beauty of the Australian Coast Lines. The persona flushes the toilet and gets a chill whilst flushing, it’s the use of an actual toilet that gives him this chill as hitchhikers if not able to find a nearby toilet will often go in a bush. In Stanza 3, the man eats a floury apple, which he supposedly found in a supermarket bin where you find ruined goods. Grey uses personification ‘At this kerb sand crawls by’ to demonstrate that it was almost like the path was covered in sand moving slowly from the light wind about. Car after car now-its like a boxer warming up with the heavy bag, spitting air’ the cars on the street are busy going somewhere. The use of simile is comparing the cars to a boxing match, how dangerous and violent of each car passing is like a punch by a boxer. In Stanza 4, a car slows down and the man chases after it getting himself a ride. Two cars going shooting. Plastic pennants are everywhere, totally artificial and suggest high pressure selling by city petrol station. A dog is trotting down the road and someone else is hosing down their pavement, demonstrates the ordinary town life. Our image flaps in shop fronts’ Grey uses onomatopoeia. They ‘past the pink ’Tropicana’ motel (stucco with sea shells)’, recalling the Shell station in the first Stanza. As they drive outta town they pass bulldozed acres probably the site of new infrastructure being built. They’re changing the area to look more like ‘California’. ‘Pass an Abo, not attempting to hitch, outside town’, the aboriginal lives outside of town and feels no need to try and catch a ride as there is no point since no one would consider giving them a lift.

Impact of Private Military Companies on Security

Impact of Private Military Companies on Security What impact do Private Military Companies have on International Security? 1. Introduction 1.1. Scenes from Fallujah Towards the end of March 2004, the world bore witness to by now familiar scenes of blood-letting from Iraq. Pictures captured on this occasion by an Associate Press journalist (Mascolo, 2006) showed Iraqis celebrating the killing of two foreigners. Emaciated and hardly recognisable, their bodies hung over the bridge they had just a moment ago attempted to cross. Some 30 miles west of Baghdad, the notoriously restless town of Fallujah formed the backdrop to the ambush where, it emerged from later reports, two of those killed as well as the surviving men were all American nationals who had been tasked with escorting the transportation of foodstuff. When they fell into the trap, all four had been sitting in their car. Following gunfire they incurred the wrath of insurgents keen to seek revenge on whom they saw as unwelcome occupiers by torching their vehicle (Scahill, 2006). Two of them managed to escape in time but the other two, it seems, could not retreat, either because they were al ready heavily injured or were already dead. Even to this day the precise circumstances of what really had happened remain unclear, and it will probably remain so. What is clear, however, is that none of them – either the dead or the survivors – were bona fide soldiers operating in uniform. Belonging neither to the United States Army nor to any other army of the â€Å"coalition of the willing† stationed in Iraq, all four were, to all legal intents and purposes, â€Å"civilians†, who had, at least as it appeared initially, the gross misfortune of being at the wrong place at the wrong time. But on closer inspection one could discern that all four of them were employees of Blackwater, a private security company headquartered in Moyock, North Carolina (www.blackwaterusa.com). Founded only eleven years earlier to the incident, Blackwater symbolizes the growth of a new and booming sector of the military economy, which entrusts private companies with tasks that had previously been preserved for the state. Referring to the process of deregulation, which had made this possible, the founder of Blackwater, Erik Prince, explaine d by way of comparison that, â€Å"we are trying to do for national security what Fed Ex did for the postal service. Fed Ex†, he went on to say in an interview with the Weekly Standard, â€Å"did many of the same services the postal service did, better, cheaper, smarter, and faster by innovating [which] the private sector can do much more effectively† (quoted in Hemingway, 2006). What his company was doing, he claimed, was nothing dissimilar and, in fact, in the national interest too, since his employees would save the American ratepayers a substantial amount of tax. 1.2. The challenge of Private Military Companies For those who lived through the twentieth-century, where it was a given that state-instituted regular standing armies which recruited from its own people were entrusted with the nation’s security, this arrangement would strike an inconceivable note. Not even in the heyday of unbridled Victorian laissez-faire liberalism did the state feel the need to call upon publically-traded companies to look after its own geopolitical interests. Yet the self-confidence, expressed by Prince, in the capability of his private firm to provide a better service than the state cannot be pushed aside as mere marketing rhetoric. In 2003, for example, Blackwater, DynCorp and other private military companies (hereafter PMCs) turned over a more than impressive collective profit of 100 million dollars (Mlinarcik, 2006). If the prognosis of forecasters is any guide, this sum is set to double by 2010, making the military market a lucrative one and pointing to further deregulation. Limited to Iraq alone, w here the incident in Fallujah took place, there were at the last count some 60 private security firms operating in the country, with a total number of 20,000 personnel, or â€Å"contractors†, on their books. So ubiquitous have PMCs become that their size now even dwarf that of the British army, the second largest state-sanctioned contingent in the area. More importantly, PMCs have not limited their remit to support or mere logistics, situated far away from the field of combat, but ominously they now increasingly provide armed escorts, security in and around buildings and, if need be, take on roles which would normally be associated with soldiers in a regular army on fields of combat. Such a reliance on contractors moreover is set to escalate as states realise that outsourcing military responsibilities to these private firms, who typically hire experienced veterans of conflict, can be more effective as well as economical. Not least because of these attractions the United States government has taken out over 600 contracts in Iraq alone (Singer, 2003, 17). Such acts of outsourcing, it should be remembered, are not in themselves particularly unusual. Many states have had little qualms about taking on new spheres of responsibility while relinquishing others. Examples such as the postal service, transport and energy are recent industries that spring immediately to mind, and in which there have been notable, if at times controversial, successes. But the sanctioned use of force – the maintenance of security – has been an area that the state has traditionally monopolised. No modern political ideology, either left or right, has questioned the centrality of the state as unrivalled arbiters of peace, and herein lies the reason why the emergence of PMCs strikes the alarming cord it does. 1.3. State, security and PMCs Traditionally, it has only been the state which could, according to the classic definition provided by Max Weber, legitimise the use of power. Through its organs – in the shape of the police and army – the state enjoyed the exclusive right to control, suppress, exert and maintain security within and without (Elias 1997). Only if the state can show off it supreme and legitimate control within its territorial borders, Weber went as far as to say, could the state be worthy of its name (Weber, 120). External interference in the monopoly of the use of force, such as civil wars and organised criminal activity, would cast doubt on the viability of the state as enforcers of security. Crucially, Weber presupposed that â€Å"the exercise of violence can be ascribed to other groups and individuals only to the extent that the state itself permits it† (Weber, 131), a statement which further underscores the tight relationship between the state and its own security. By taking o ver this monopoly on security, then, the concern is that PMCs are mounting a challenge to the centrality of the state as sole and supreme arbiters of power. The very modus operandi, in other words,of the state appears to be threatened. For all of Weber’s brilliance as a thinker, such a classic definition could only have emerged during nineteenth century Europe, for it was the nation-state which reigned supreme at the time; but ever since then advances in modern technology and the movement of both people and information have conspired to limit how much authority states are allowed to wield. Responding to situations when individual states cannot act separately to solve security issues that are international or transnational, Krasner has pointed to moves by the United Nations to intervene in cases of humanitarianism, which incidentally not only emboldens the power of collective states to exercise force in the sphere of international relations, but also serves to limit the powers of states which fall foul of certain international laws. As President Roosevelt put it as far back as 1904: ‘Chronic wrongdoing or an impotence which results in a general loosening of the ties of civilized society, may †¦ ult imately requite intervention by some civilized nations’ (Krasner 1999, 181). While alarming, PMCs should therefore not be considered as complete replacements of the state. Compared to standing armies, which PMCs could not realistically or wholly replace, PMCs would only be entrusted on occasions where there is a demand for its services. They would be delegated select tasks which the state apparatus feels would be better performed when outsourced. Importantly, these firms merely temporarily receive a limited mandate to use violence which would otherwise revert back to the state once contract ends. Such an arrangement, however, can be a potential danger to security, and this is where the fault lines of debate lie. As the last sentences imply, private firms come to the business of war not to serve the national interest but the financial interest. Despite the example of certain companies working only for the US Army, and thus for the national interest, there is nothing that would stop them from serving other states if they thought they could maximize their own pr ofit. To that extent, it is almost exclusively the market that drives them. Such a difference worries some observers because, if PMCs were to choose to work for a rival country, for instance China, they would take knowledge and expertise that had previously resided with the United States for example. Since it is the market that guides them, it is far from out of the question that this will not happen. If not now then it could occur in the future. The question for some is not if – but when. More ominously, by contrast to standing armies, which receive regular supplies of weapons and training by the state, PMCs have as a rule their own cache of weapons that the state would not provide. Such a state of affairs have lead to legitimate concerns that they might fall into the wrong hands when companies are made bankrupt or when the PMCs themselves, having firmly established themselves as multi-national corporations with a global reach and ample resources, should chose to eat the hand that fed them. From a more operational point of view, the security dangers would be manifest on the ground. Employees of PMCs are not strictly-speaking soldiers who are organised hierarchically but are civilians who are only accountable for their actions through the contracts they have made with their clients. Communication problems between two culturally different entities on the field of combat could, it is feared, end up compromising security. Such worrying tendencies, described memorably by K ofi Annan as the â€Å"privatization of security†, if true, go to the heart of what the state is all about: its control over security (Holmqvist, 2005, 8). 2. Literature review 2.1. Popular representations of PMCs Private military companies today are keen to highlight the supportive and positive impact they have on international security. That they should do so is no surprise as corporations want to impress potential clients. To state that they help undermine security would be tantamount to business suicide. Such a reason explains why they are often vigorous in their denial of any criticism that they are in any way â€Å"mercenaries†. Even though firms such as the London-based Armor Group, have names to suggest otherwise, they do stress nonetheless they are in the business of delivering aid rather than unleashing threats to international security. Like most PMCs, the Armor Group is a listed company, headquartered in London, and trade shares in the city’s Stock Exchange as a bona fide business venture. More concretely, as one correspondent reported, it distributed between 2003 and 2007 a staggering â€Å"31,100 vehicles, 451,000 weapons and 410 million rounds of ammunition to the new Iraqi security forces, and items as varied as computers, baby incubators, school desks and mattresses for every Iraqi government ministry† (The Washington Post, 2007). As a publicly traded company, fully licensed by the Iraqi Interior Ministry, Armor Group even took casualties, partly because it decided to refrain from using particularly powerful weaponry for fear of collateral damage. Why? â€Å"[It] did not want to be perceived as a mercenary force† (The Washington Post, 2007). Such pains to present themselves as supporters of states in their bid to maintain security are often dismissed by commentators, fascinated in the phenomenon of PMCs, in favour of a narrative that spins secret plots and conspiracy theories that do little to contribute to the understanding of these companies as new and influential agents of international peace and security. In a recently published book, Blackwater: The Rise of the Worlds Most Powerful Mercenary Army, journalist Jeremy Scahill, for example, entirely commits his analysis to doing just this. Pointing to PMCs as mere mercenaries, he goes as far as to state they would be the tool of choice for an adventurous American President’s covert power schemes. Drawing from otherwise correct premises about the end of the Cold War and the increased need for military know-how, Scahill however slowly strays from this promising start by underestimating the historical developments and the complicated changes which have occurred in t he field of military services contracting. Ultimately, he ends up even ignoring the basic normative definition of â€Å"mercenary person† provided by Article 47 of the 1997 First Additional Protocol (FAP) to the Geneva Conventions. He also washes over numerous lawsuits initiated against Blackwater and other PMCs with reference to alleged safety violations leading to the death of several contractors in Iraq and Afghanistan. Enlisting the agenda-ridden and highly selective accounts of unnamed US soldiers who were â€Å"envious†, he pours scorn on the attitude of overpaid â€Å"private soldiers [who] whiz by in better vehicles, with better armor, better weapons, wearing the corporate logo instead of the American flag†(The Nation, 28 May 2007). In a similar vein, Publishers Weekly chose to portray private military contractors as â€Å"heir[s] to a long and honourable tradition of contract soldier[s],† providing â€Å"relatively low-cost alternatives in high- budget environments† (Publishers Weekly Editorial Reviews, 10 April 2007). Such portrayals of PMCs suggest contractors for these companies have an easy job. But this is far from the case. First, PMCs employees normally work in small teams which can neither count on close air support nor rely on artillery or mortar fire if backup were needed. The US government does not provide their ammunition, weapons systems or daily meals. Whatever they have or need to have (from their subsistence to the accomplishment of their mission) is privately shipped from the parent-country. Should anything happen, as it did in Fallujah, these personnel are on their own, and the odds during either a conventional fire fight or an ambush are far less in their favour. Second, one is not born a military contractor. Most of them have extensive military experience and/or law enforcement backgrounds, with years of training in special tactics and difficult environments. They worked hard to become the very marketable, final commodity that they represent today. It is not a â€Å"betrayal,â €  on their part, to honour their contract with the Armed Forces and then seek a more lucrative source of income. In addition, once these professionals have left their position (be it within the Armed Forces, a police department or other Federal or local government agency) all previous entitlements as far as life insurance (today in excess of $400,000), health benefits, family members coverage and combat zone tax exemption cease to exist. Although a one year-tour in the Middle East with Blackwater would earn a person with an experienced background between $80,000 and $110,000, this would not necessarily be an overriding incentive to go. Third, PMCs are a competitive work environment: good pay calls for knowledgeable, reliable individuals. The levels of professionalism are in general high, while open calls for concerted monitoring and a better regulatory system have further contributed to an effective screening of those applying for a position with all major military services prov iders (Burns, 2007). 2.2. Scholarly opinions of PMCs Such an excursion must undermine the promiscuous notion that PMCs are die-hards whose sole intention is to con their way into subverting international security. More serious students of international security by contrast have been more cautious and keen to acknowledge the complexity that is involved in assessing the nature of PMCs. From a strictly realist point of view, which assumes the principle of states as rational unitary actors, with their own security at their forefront of their hierarchy of needs, the delegation of power to contractors smacks of surrendering sovereignty per se, and in this sense political scientists of this school of thought would conclude that PMCs have a negative impact on international security. Most obviously this standpoint manifests itself in examples where weak states, â€Å"convulsed by internal violence†, have failed to â€Å"deliver positive political goods to their population† (Rotberg, 2003, 1), which is the reason why they may have to resort to the services of PMCs. Conventionally-speaking this would mean PMCs would compromise security. Yet the privatisation of defence and security, it has been argued, can actually play a positive role in countries which lack structures and technical expertise to achieve stability (Arnold, 1990, 170). By contrast to weak states’ traditional reliance on unpredictable warlords, it is pointed out, foreign military firms can, in fact, provide affordable and effective services to states on a low budget. Without the risk of further disrupting political and social equilibrium, PMCs would act as level-headed participants in conflict swayed less by emotional arguments than by the exclusive need to restore stability. Such an optimistic appraisal of PMCs is adopted by the foremost specialist on them, Peter Singer, who believes that weak states would benefit from their relationship with military companies. Responding to criticism that PMCs would be a drain on the host state’s resources, Singer claims that PMCs in this day and age do not need to secure a diamond mine or an oil fiel d to underwrite their operations – as mercenaries of old had perhaps done. In most instances, a more lucrative market is provided anyway by international emergencies where coalitions of states, large NGOs or international institutions would be willing to pay handsome rewards for their services (Singer, 2002, 190). Such a sentiment is echoed by Jonas Hagmann and Moncef Kartas who remark that â€Å"the shift from government to governance, the trend away from state-centric provision for public services such as security and towards network- and private sector-centric provision, allows international organisations to play a role in the regulation of security governance (Hagmann Kartas, 2007, 285-6). In this framework the calculated risk stemming from entrusting law enforcement activities to private contractors can have a positive outcome. International security is thus upheld. On the opposite front, scholars such as William Reno (2002) have argued that the increasing resort to military contractors would bring about two different but equally negative consequences. First, private firms run the risk of being seen as enforcers of a new order represented by a resurgence of neo-colonialism. That the attackers in Fallujah, described at the beginning of this investigation, did not discriminate between contractors and regular soldiers is perhaps a case in point. Second, the presence and operation of private security firms, which are given the monopoly to exercise violence, would only add to the corruption of local ruling elites. Such a danger would of course apply more to lowly developed countries than highly developed ones, but, it is pointed out, regimes would be keen to utilise foreign professionals in the furtherance of their own agendas, where PMCs would contribute to the worsening of domestic political stability and territorial integrity (Reno, 2002, 70). Such a gloomy assessment is also advanced by Paul Verkuil who warns that â€Å"reliance on the private military industry and the privatisation of public functions has left governments less able to govern effectively. When decisions that should have been taken by government officials are delegated (wholly or in part) to private contractors without appropriate oversight, the public interest is jeopardised† (Verkuil, 2007, 23). More and more government, Verkuil further observes, seem to favour recourse to outsiders, cashing in their own sovereignty as pawns in order to secure a solution to their more personal welfare. Similarly, Thomas Jà ¤ger and Gerhard Kà ¼mmel support the pessimistic view that sees the weakening of the state, especially in lowly developed countries. â€Å"The price for providing security for a beleaguered and cash-strapped government is exorbitant†, they announce, as those services cost â€Å"the contractual sum but also considerable parts of the st ate’s sovereignty† (Jà ¤ger and Kà ¼mmel, 2007, 120). Such pessimism has also been reflected in the work of Ronen Palan who bewails the commercialization of sovereignty. Pointing his finger at the expanding phenomenon of the offshore economy, which provides tax havens and financial facilities to large corporations and affluent individuals, Palan believes that a whole array of illegitimate activities are being staged today in those countries willing to give up on their security (Palan, 2003, 59). 2.3. Future development of PMCs More ominously, scholars such as Thomson see dangerous portents for the future. Even though it would be possible to see the state delegating power, he accepts, in practice â€Å"increasing numbers of African rulers are opting today for alternatives to bureaucratic, territorially bounded institutional arrangements† (Thomson, 1995, 217-218), and are finding in private contractors a critical tool in the furtherance of such design. In support of this thesis, William Reno highlights the â€Å"fragmented sovereignty of Liberian and Sierra Leonean ‘warlord’ political units, and the associated enclave cities of Freetown and Monrovia.† To support their authority these new units have hired foreign contractors—foreign firms and mercenaries—to perform services formerly allotted to state bureaucracies. Closely recalling Rotberg’s definition, Reno points out how these new political units assume the ambiguous status of â€Å"non-state organizations,à ¢â‚¬  profoundly divergent from the traditional norms of the bureaucratic state (Reno 1997, 493). Evidently, these non-states cannot produce societal advancement. They undermine economic development, lead to overlapping jurisdictions, promote conflicts among elites, and intentionally destroy bureaucracies† (Reno, 1997, 494), so as to allow the rulers to profit from the pervasive absence of government. Historically, mercenary groups have thrived in similar environments, but political ambiguity and ethnic-based conflicts are making the line between right and wrong almost impossible to draw between mercenaries and private contractors. More sophisticated, visible and publicly traded companies could, it is feared, one day be found working within these non-states, providing services that are legitimate per se, to far less legal entities. So far, no major private military or security contractor has lent its services to rogue states or actors not recognized by the international commu nity – but it remains a distinct possibility. From all this the implication is clear: does the emergence of PMCs present a real challenge to state security, even to the existence of the state itself? And what impact, if any, have PMCs had on international security? Do they help to undermine or bolster it? Such questions will be posed and answered in the course of this investigation. To do so it will be necessary to assess the extent to which PMCs present a challenge. First, the study will consider the theoretical arguments about sovereignty and security, placing discussion within the context of how the monopoly of violence came to be attached to the state. By doing so it should be possible to lay the foundations on which one can consider the extent of the threat posed by PMCs. Secondly, the study analyses the nature of PMCs themselves as a post-Cold War phenomenon. Taking care to differentiate between different types of organisations as well as discussing similarities ad divergences with armies, the investigation focuses on wher e PMCs should be situated, and considers the problem of where privatization begins and ends. Thirdly, the study looks more specifically at examples of PMCs in action from different parts of the world. All too often, theoretical discussion can be misleading. Dealing empirically with specific cases in the world’s hot spots in which PMCs have been deployed, it would be possible to ascertain the real effects of PMCs on the ground as well as on security in general. By incorporating all three elements – the theoretical/historical, analytical and empirical – it should be possible to reach in conclusion a more accurate understanding of PMCs and their real impact on international security. 3. History and theory of state sovereignty 3.1. State and security in historico-theoretical perspective Before discussion can turn to the extent to which PMCs pose a threat to international security, it would be useful to consider the actor they are supposedly challenging: the state. More specifically, one should reflect on the foundations on which the state monopolises power, question how it developed to do so, and discuss the recent changes to the relationship between the state and security. From a historical point of view, it would of course be possible to trace the existence of the state back as far as the ancient Greeks. Even so, it would be more common and appropriate to pinpoint the direct antecedents of the modern state to the Renaissance when Italy emerged having highly-organised city states. Most important characteristics of these fledging cities were their ability to possess standing armies, organise complicated bureaucracies and institute a rule of law to which the population would adhere. (Heller, 1934, 8). Such a process saw its completion during the eighteenth and nineteenth century, when control, helped by improvements in communications, extended over vast regions, at times spanning the globe. What was the key to this development was the amount of power the state could control. But for a long time power had been divided among different agents who would not necessarily obey the wishes of those in power. Even when Charlemagne, for instance, managed to conquer Europe during the medieval period, he could still not claim he was the most powerful man on the continent, since his Empire was ultimately subjected to recognition from Rome which could, in the figure of the Pope, refuse spiritual recognition. Power could also be left in the hands of the nobility, who for a long time kept peasants in perpetual servitude without the state being able to have a say in the kind of relationship that was forged between master and servant. Many city states, too, which boasted rich cultural and commercial pasts, could also resist the advances of larger states within their territory. Examples such as Florence, Venice, Hamburg and Bremen spring to mind as resistors of this trend, and it is hardly a coincidence that these proud cities for a long time evaded the dictates of administrative centres of Rome and Berlin, delaying the emergence of Italy and Germany respectively as modern nation states. What was crucially important in the eventual emergence of the state was the ability to control the income of the people it subjugated – or more simply: taxes. At the outset taxes were levied as a temporary measure to fight wars but they were eventually made permanent following the One Hundred Year War, which raged between 1337 and 1453. Such a protracted war made it evident that a constant supply of finance to survive and triumph. Such a need in turn meant the creation of a more sophisticated bureaucracy that could effectively collect tax and use it for war. During the early modern period, the contributions of trade and commerce added further to a bulging budget, and the process of urbanisation which made this possible meant that central administrative organs as well as ruling monarchs would reside in towns and cities as a result. More important for the purposes of this investigation was the treaty of Westphalia in 1648 which established the principle of sovereignty. From this time onwards the state gradually established itself as the exclusive form of rule. Most memorably under King Louis XIV, the â€Å"Sun King†, self-appointed monarchs consolidate the supremacy of the state over the Church, towns, people and economy to the extent that it could hardly be challenged. Even if the veracity of Louis’ famous quip – â€Å"L’etat, c’est moi!†- has been questioned, the statement succinctly conveys not only the self-righteousness of the King, but also the importance that was attached to the state itself. For without it the King could hardly cling onto power. Such moves naturally affected the nature of armies too. No longer would hired mercenaries do the job in prosecuting war – they had to be replaced by professional standing armies who would not, unlike mercenaries be fore them, switch sides depending on the way the wind was blowing. Much of the reason why PMCs are striking is because they seem to represent a throwback to a time when foreign nationals could join armies of other countries without this ever causing a stir or leading to doubt about their allegiance. Such a problem never really arose when absolute monarchs held sway. The crucial point was that soldiers should express their allegiance to the king or queen – to the individual head of the state – and that would be sufficient. But with the development of the nation-state, in which it was no longer necessarily to have monarchs for politics to function – circumstances changed so that citizens had to pledge allegiance to the state masquerading as the fatherland, to an abstract concept of the state no less. Such disinterest in the kind of ruler the state embraces has been the hallmark to why the state has successfully remained the central force that it is still today. Concretely it was the philosopher Thomas Hobbes who first realised the full extent of the powers of the state as well as the willingness of people to be subjugated to it. In his classic book Leviathan, written in 1651, he described the natural condition in which there is neither state nor law. Only natural law – or ius naturalis – is present where everybody is free to do what they want. Such a state of affairs leads to all pursuing their own narrow interests, so that it quickly descends into a â€Å"war against all† in which everybody would need to live in constant fear of attacks on their own property, family and life. It is to avoid this situation that people come together to give up some of their freedom in return for guarantees of stability under a contract with Leviathan. Strikingly the Leviathan that Hobbes envisaged had almost unlimited power. Even though Hobbes conceded that citizens had the right of protest, he believed the state had the absolute right to control without which the existence of the state would be compromised. 3.2. Delegation of state competencies Much of the reason why Hobbes invested in Leviathan such radicalism can be explained by the circumstances in which he found himself at the time he came to write his treatise. For it represented a time of the English Civil War, which raged between 1642 and 1649, during which time conflict took place between the King, Charles I and the Parliamentarians who challenged the right of the King to absolute power. Even though the Parliamentarians eventually triumphed, this did little to change the nature of the state, and the basic idea that under contract the state is given exclusive control over the use of violence, and thus the maintenance of security, is something that still lives on. For if the security of the people over whom the state rules is to be at

The Theme of Prejudice in To Kill a Mockingbird Essay -- To Kill a Moc

The Theme of Prejudice in To Kill a Mockingbird ‘To Kill a Mocking Bird’ teaches us about the deceit and prejudice amongst the residents of Maycomb County, all of whom have very contrasting and conflicting views. We are told the story through the eyes of little girl, Scout, and the day-to-day prejudices she faces amongst society. Her father, Atticus, is a white man defending a Negro, even though the town frowns upon such a thing. He is trying to bring order to the socially segregating views, both within the court and out. The most common form of prejudice, which is seen many times throughout the novel, is racism. The white folk of Maycomb County feel they have a higher status in society than the black community, and that the Negroes are there simply to be controlled by the whites. The views of a Negro do not matter; they are worthless to a white person. They are seen as dirty and ‘beneath’ a white. This is true even in extreme cases such as the Ewells being compared to the black community. Even though the Ewells are seen as low class, shabby and disliked, they are still given a higher status than any Negro. You find out the position of the Ewells quite early on in the book, after Scout meets the youngest child of the family, Burris. Atticus tells Scout â€Å"†¦the Ewells had been the disgrace of Maycomb for three generations. None of them had done an honest day’s work†. This statement from Atticus gives us another form of prejudice; class. By saying that they are a disgrace and have never done a days work, degrades them and thus makes them sound lower class, which essentially they are. This topic is raised a few times in the book, but fundamentally with the same view. The Ewell children however are treated... ...t the verdict will be guilty. Tom Robinson has been discriminated by a biased community, a community of Negro haters. Tom is found guilty, even though the evidence given proves him to be innocent. Tom was never given a fair chance in the trial. The guilty verdict is the result of a racist community. As I have said, prejudice is a key factor in ‘To Kill a Mockingbird’. It sets storylines, gives people different opinions and makes people biased towards different issues. It just shows how life was in the 1930’s, and the way that race, sex, class and religious prejudice has changed over the years. People were scared to voice their opinions, afraid of what the community might say if they did. If this had been changed and people weren’t so biased that maybe that innocent man would have lived, and people would not have been so discriminative to one another.

A Comparison of Celebrity and Expert Endorsers on Advertising Effectiveness

Table of Contents Acknowledgement Abstract Table of Contents Chapter One: Introduction 1. 1 Background to Topic 1. 2 Fashion Field and Skin care Product Chapter Two: Literature Review 2. 1Advertising Endorser 2. 1. 1Celebrity 2. 1. 2 Expert 2. 2 Endorser Credibility 2. 2. 1 Trustworthiness 2. 2. 2 Expertise 2. 2. 3 Attractiveness 2. 3 Advertising Effectiveness 2. 3. 1 Brand Attitude 2. 3. 2 Attitude towards advertisement 2. 3. 3 Purchase Intention 2. 4 Match-up Hypothesis 2. 5 Information Processing of the AdvertisementChapter Three: Chapter Four: Methodology. 4. 1 Quantitative Research 4. 2 Questionnaire Design 4. 3 Pilot Test 4. 4 Data Analysis Techniques 4. 4 Testing Credibility of Endorsers 4. 5 Testing the Product Match-Up Hypothesis 4. 6 Testing Advertisement Message Process 4. 7 Testing Advertising Effectiveness Chapter Five: Findings and Analysis 5. 1 Result of Reliability Test 5. 2 Results of Credibility of Endorsers 5. 3 Results of Testing the Product Match-Up Hypothesis 5. 4 Evaluation Impact on Advertisement Message Process . 5 Evaluation Advertising Effectiveness Chapter Six: Discussion and Conclusion Appendix References Chapter 1—Introduction Chapter 1—Introduction In designing an advertising campaign, an influencing persuasion is an important factor, product endorsers is significant towards the transmission of message between the brand and consumers and they often contribute to an advertisement's persuasiveness for many consumers. Advertising endorser is one of promotional strategies which are often seen in daily life.Its main purpose is to use a famous, professional or attractive endorser to grab consumers’ attention in a short period of time, in order to increase the effectiveness of the advertisement. It is important for endorsers to achieve the object of communication with consumers. Research finds that advertisements with a reliable endorser could attract consumers’ attention, raise brand awareness, and build uniq ue brand image (Zajonc and Markus,1982). If a business can select product endorser carefully to match up with product attributes, it can produce a model effect to a brand.Therefore, understanding how consumers perceived product endorsers, and knowing which types of endorsers would create the best effect to the advertisement is significant for marketers. This research will mainly focus to research on skin-care products endorsers by the measure of their credibility, and how they influence the advertising effectiveness. 1. 1 Background to Topic 1. 2 Fashion Field and Skin care products Fashion is a business of wide variety: from typical apparel business to beauty and health care products. The fashion field is highly segmented and overlaps with other fields, especially with the cosmetics and skin care roducts. Some of the household fashion brand names may not definitely correspond to the apparel business but other kinds of products. One of the characteristic of the fashion field is that it is constantly re-forming in strategic cooperation and alliances. Fashion companies such as Fendi, Polo Ralph Lauren, Kenzo, and Louis Vuitton are practicing the strategic integration. For example, Christian Dior is part of LVMH limited, which is the largest luxury company and group in the world, also include cosmetics products and skin care products in their brands.The structure of the fashion field is obscured mainly by licensing and franchising strategy; fashion companies may manufacture products which belong to a particular line in the structure. For example, Donna Karan International licenses its name to Estee Lauder, and Polo Ralph Lauren licenses the fragrances and skin-care products to L'Oreal. LVMH, Chanel and Prada have their own brand name lines in skin care products. Some skin care brands may belong to the same fashion organization, though the brands are in totally different names and management structure.The identity of the famous fashion company would give their pro ducts a competitive advantage, which are the symbolic exchange and the commodity exchange. It would establish, maintain or strengthen a brand identity. Skin-care products advertisements with endorsers is not hard to be seen in different media, household skin-product brands such as L’oreal, Neutrogena or Shiseido has spent numerous money on hiring different endorsers for the brand and new products. Generally, two types of advertisement endorsers have been mainly been used in these advertisements – celebrity and expert.There are number of studies can be found that how different endorsers influence the consumers in different fields. However, there are few studies to focus only at the relationship of different endorsers and skin care product brand. Skin care product is a special category compared with other different products. It is considered both hedonic and utilitarian product. There are different categories of skin care product, such as the aqua cream, hand cream or UV -protection cream. Therefore, the skin-care product is both attractive-related and health-related.Customer needs adequate information and sufficient expertise prove and advice for them to purchase these products. Research shows that the extent of audience-perceived skills and knowledge of the endorser in the source expertise would make positive influence to the advertisement, such as the skin care experts are critical to influence in advertising (Chawla,Dave, and Barr 1994); however, some research suggest the sources characteristic attractiveness, such as celebrities are important to persuasion (Kamins and Gupta 1994; Patzer 1983).Although the perspectives are diverse, source credibility which combined of both attractiveness and expertise is critical to make influence to advertisements towards the audience. Skin care product marketers would typically employ a product endorser with high credibility to advertise the product. Therefore, it is significant for marketers to know which typ e of endorsers and how endorsers would make an advertisement worthwhile and effective, in addition to this, whom could make good communication with customers.The purpose of the study is to explore whether endorser credibility has a positive effect on advertising effectiveness in the skin care product. This study would also explore which type of endorser in the field of skincare products would make more influence, and how they influence the consumers. Chapter 2—- Literature review 2. 1Advertising Endorser According to Federal Trade Commission (FTC), any advertising message reflects spokespersons' or endorsers' opinion, belief, character, and experience that make consumers believe is called endorsement.Advertising endorsers are often seen on TV, newspaper, magazine, or direct mail advertisements in daily life. Using the endorsers' popularity, it could present the benefits of the endorsed product and make consumers produce reliability on the product. (McCracken,1989) Using adver tising endorser to promote a product is a very popular marketing strategy. Researchers also found that the reliability of advertising spokespersons is one of critical factors to influence purchase intention, and the higher the reliability is, the higher the positive advertising and brand attitudes are (Laffery ; Goldsmith, 1999).An advertisement can catch consumers’ attention and increase brand awareness (McCracken, 1989), and transfer consumers’ feelings onto the product and produce a good impression (Biswas et al. , 2006). If spokespersons can express a positive attitude on the advertised product, it will create an intensive preference to consumers and connect the product with the spokespersons (Chen ;Chang, 2001). Study suggested that with a successful endorsement, the recall of product information and brand recognition would be enhanced, it would positive influences the attitude towards the advertisement and products. Liu et al, 2007) Different research proposed fo ur main types of advertising endorsers including celebrities, experts, CEO and typical consumers to test the effectiveness of communication between the endorsers and consumers through advertisement (Freiden, 1984; Wang, 2002). The outfit of the endorser is suggested to create positive attitude toward the consumers (Chaiken, 1979). McGuire (1985) also suggested that endorser which is familiar and likable towards the audience may bring persuasiveness to the advertisement. 2. 1. 1Celebrity EndorserSchiffman and Kanuk (2007) defined celebrities to public and famous figures. Celebrity commonly has a linkage with the source attractiveness. Research has found that there is a linkage between the celebrity attractiveness and attitude changes toward advertisements (Chaiken 1979; Caballero and Pride, 1984). Companies usually use celebrity to be the endorser of product in order to increase the popularity or attraction, making audience to have a positive attitude toward endorsed products, the br and and the advertisement. Research supported the celebrity endorser is suitable for different types of products.It is generally shows that celebrity endorser make positive contribution in different aspects like brand awareness (Till 1998), brand recall (Friedman 1979), attitude toward the advertisement [Kamins 1989; Frieden 1984; Tripp, Jensen,and Carlson 1994), and also purchase intention (Ohanian, 1991). Research also shows that celebrity endorser would generate positive attitude towards brand recall, attitude towards the advertisement, and also purchase intention (Wang 2002). Celebrity with high expertise tends to have higher level of sources believability and trustworthiness. Buhr, Simpson, and Pryor 1987). Studies found that celebrity endorser would be perceived higher values for likeability attribute by the consumer, comparing to an expert, CEO or customer endorsers (Freiden, 1984). However, in the same research, it did not show that celebrity endorsers have a significant adv antage when compared to other types of endorsers in the measure of expertise, believability, product quality and trustworthiness. Celebrity endorser would generally create a positive perception to consumers in sources attractiveness in terms of credibility perceptions.Researchers have found that celebrity endorsers have higher credibility to make the product be more desirable and also higher the image of the product quality; Consumers are associated with endorsers’ image when using the product while the endorsers’ image has been transferred to the product. (Ronald E. Goldsmith, Barbara A. Lafferty and Stephen J. Newell, 2000) Research also suggest that celebrity endorsement can increase brand and product recall (Clark and Horstman, 2003). 2. 1. 2 Expert Endorser Expert endorser is perceived as a person who has extensive skill or knowledge in a particular field.Expertise is the extent of the communication source which has relevant knowledge and skills. The trustworthine ss attribute is an significant source for the expert endorsers, which makes the consumers to have a perception that the advertisement is believable. (Hovland, Janis, and Kelley,1953). Hass (1981) suggests that the expert endorsers have an advantage on source credibility in terms of the expertise and trustworthiness. Research suggests that endorser who has higher level in expertise or trustworthiness, would be more effective when compared to low-expertise sources (Hass 1981; Dholakia 1978).Research also finds that expert endorsers would be more persuasive when compared to the endorsers who have less expertise in the persuasion theory. (Ohanian 1990; Stemthal, Phillips, and Dholakia 1978). The degree of influence of the expert endorser is moderated by variables such as message comprehension (Ratneshwar and Chaiken 1991), placement of the expert source in relation to the message arguments, (Homer and Kahle 1990; Stemthal, Dholakia, and Leavitt 1978), and fit between the expert source a nd the product (Till and Busier 2000).An endorsement from a credible or expert endorser would influence the perspective, also the consumers’ behavior and attitudes (Belch and Belch 2004, p. 169). The receiver is motivated to have a positive and objective sense toward the products and brand when the endorser is an expert, since the audiences believe the message from the endorser is accurate and positive. Till and Busier (1998, 2000) manipulated the expertise of a fictitious person and the fit of the product, the result shows using expertise would create a significant positive relationship towards the brand attitude and purchase intentions.The research shows expertise source is significant when compared to the attractiveness source in different advertisements and products. 2. 2Endorser Credibility According to Ohanian (1990), endorser credibility can be defined as â€Å"as a communicator's positive characteristics that affect the receiver's acceptance of a message†. It i s also a way that can enhance the message of an advertisement. (Anderson, 1970) Dimensions can be found in the previous studies of endorser credibility.Typically, endorsers’ credibility can be separated as three dimensions: trustworthiness, attractiveness, and expertise (e. g. , Homer and Kahle 1990; Ohanian 1990, 1991; Stemthal, Dholakia, and Leavitt 1978). The credibility would show how effective of an endorser in terms of the personal attributes towards the consumers. Goldsmith, Lafferty, and Newell (2000) found that endorser credibility positively influence the attitudes toward the advertisement, and also brand attitude. A high credibility of an endorser is considered significant in influence acceptance.A consumer is more likely to accept the content of the advertisements with a credible endorser (Sternthal, Phillips, and Dholakia 1978). Danwshvary and Schwer (2000) also suggest that in an advertisement with a high credible endorser, purchase intention would be positively affected. According to Khatri(2006) , high credible endorser would also enhance the recall of the product. Research found that higher levels of endorsers’ credibility would have a significant association with attitudes toward the advertisement and purchase intention (Craig and McCann, 1978; Woodside and Davenport, 1974).The dimensions of attractiveness and expertise have generated additional interest to determine how these attributes in an endorser individually enhance advertising effectiveness (e. g. , Homer and Kahle 1990; Kamins 1990; Maddux and Rogers 1980; Patzer 1983; Till and Busier 1998, 2000). 2. 2. 1Trustworthiness Trustworthiness is the level of consumers’ trust toward the endorser and advertising message (Hovland et al. 1953). It also means the general believability of an endorser. Research has suggested the trustworthiness of the endorser would affect the advertising effectiveness.Miller and Baseheart (1969) found that when the endorser was perceived to b e trustworthy, the advertisement would be more effective to influence consumers’ attitudes. McCinnies and Ward (1980) find that the expertise and trustworthiness would influence endorsers’ credibility and persuasiveness. They indicated that the endorser with both expert and trustworthy would generate the opinion change of consumers. Trustworthiness moreover refers to the honesty, believability and integrity of an endorser (Erdogan 1999).Therefore, honesty is in the trustworthiness attribute in this study. 2. 2. 2Expertise Expertise is one of the fundamental dimensions of source credibility and is the knowledge sources are perceived to possess about the product they are endorsing (Homer and Kahle 1990; Ohanian 1990). Recent studies on source expertise indicates that the expertise attribute has a positive influence on attitude change (Maddux and Rogers 1980; Till and Busier 1998, 2000) and purchase intention (Till and Busier 2000). 2. 2. 3 AttractivenessIn terms of attra ctiveness, it represents that advertising endorsers can catch consumers’ attention to a product (Ohania, 1990; Miciak ; Shanklin, 1994; Goldsmith, Laffery, ; Newell, 2000). Research shows that the marketers prefer to use attractive endorser in order to gain the likability and positive attitude toward the advertisement. Some of the research may group attractiveness attributes in source attractiveness itself, however, attractiveness can also be as an attribute of source credibility in advertisments (McCracken, 1989; Ohanian, 1990).In the research of Maddux and Rogers (1980), likability is considered to be a test variable of attractiveness attribute in endorser credibility. Therefore, likability would also be tested as attractiveness variable in the study, it is employed as the measure of homological validity of attractiveness. Advertising Effectiveness Generally, advertising effectiveness is the attributes of brand attitude, attitude towards the advertisement and purchase inten tion attributes. (Gurel Atay, Eda, 2001; Friedman, Hershey H, 1976; David Strutton, 2008)Numerous researches have proved the direct and significant relationship of brand attitude, attitude towards the advertisement and purchase intention attributes. (e. g. , Goldsmith et al. 1999; 2000; 2002; Goldberg, et al, 1990; Mitchell et al. 1981; Mackenzie, Lutz, and Belch, 1986). However, research also can be found to group these three variables together in order to test a more macro view towards the effectiveness of the advertisement. (Gurel Atay, Eda, 2001; Friedman, Hershey H, 1976; David Strutton, 2008) 2. 5 Purchase IntentionAccording to Shamdasani (2001), purchase intention can be defined as the possibility of a customer buying a product or making a recommendation for product. ) It is also a process of the demand for product information, purchasing, evaluation, consumption, and disposal of a product or service. Purchase intentions also means the choice that a consumer would probably ma ke in future course of action. (Bagozzi,1983). According to Fishbein and Ajzen model, higher purchase intention will lead higher purchase willingness. According to Zeithamal (1988), perceived value will influence purchase intention. . 6 Brand Attitude Brand Attitude can be defined as evaluation of the brand from the consumer. It may consist an emotional motivation toward a brand and its product. The motivation could be cognitive or logical toward the particular brand. In recent researches, it has proved that using of endorsers credibility has a positive influence on brand attitudes of the consumers (Seno and Lukas, 2005). Agarwal and Malhotra (2005) have also defined that brand attitude is a general evaluative judgment of a brand. It contains the process of the brand product, reputation and the benefits. 2. Attitude towards advertisement Attitudes toward the ads can be generally defined as a â€Å"predisposition to respond in a favorable or unfavorable manner to a particular advert ising stimulus during a particular exposure situation† (MacKenzie, Lutz and Belch, 1986). Attitudes toward the ads would contain affective reactions and evaluations. (Baker and Lutz, 2000). Research shows that attitudes toward the ads are influenced by a process set of brand or non-brand. (Biehal, Stephen and Curlo, 1992; Hastak and Olson, 1989; Madden, Allen and Twible, 1988; Gardner, 1985; Homer, 1990). 2. 8 Product Match-up HypothesisProduct Match-up Hypothesis can be defined as the match-up theory between an endorser’s and a product’s attributes. McCracken (1989) and Kahle (1985) suggest the celebrity endorser create better inherent match and congruency effect than other types of endorsers by having higher level of attractiveness. Researches based on the matchup hypothesis find that attractiveness is a significant determinant of advertising effectiveness. (Kahle and Homer, 1985; Till and Busler, 1998) suggests that its importance is limited by the degree to w hich attractiveness â€Å"fits† well with the advertised product (e. . Kamins,1990). The product match-up hypothesis is focus on product-endorser fit based on endorser attractiveness. Research suggests that the attractiveness of a celebrity endorser is more favorable attitudes to related the product which is attractiveness-related . Product match- up is the congruence between endorsers and product. The match-up hypothesis (e. g. Kamins, 1990) suggests that endorsers are more effective there is a â€Å"fit† between the advertising endorser and the endorsed product. 2. 4 Information ProcessingAccording to Kahle ; Homer (1985), consumer usually sees the information as relevance when it satisfies their need. The ELM is a persuasion model to predict the influence information process of the advertisement of different types of endorser. (Petty ; Cacioppo, 1981a, 1986a, 1986b) suggests that there are two route, the central route and peripheral route, whereas the peripheral rou te is more likely to prove that endorser relationship with the information processing of the advertisement. ELM posits that a source cue does not serve as a simple acceptance or ejection cue but may be considered together with all other information in the recipients attempt to assess the merits of the arguments and the advocacy. Studies have found that endorsers’ credibility has a significant relationship toward ELM and information processing of the advertisement (Homer ; Kahle, 1990; Petty ; Cacioppo, 1981b, 1986a, 1986b; Petty et al. , 1991). Mehta (1994) also found that the celebrity endorser would influence consumers to have more thoughts about the endorsers, however, and the fewer toward the product and brand.A different type of endorser such as experts would influence consumers to generate fewer thoughts about the endorser but led to more thoughts about the brand and product featured Chapter 3 : Research Hypothesis and Conceptual Framework 3. 1Introduction According to research purposes and literature reviews, the study proposes the research frame as shown in Figure 1. 3. 2 Research Hypothesis H1: Endorser credibility would significantly affect advertisement effectiveness Celebrity vs ExpertH2: Celebrity endorser has a better performance in the general measure of â€Å"Endorser Credibility† than expert endorser H3: Celebrity endorsers has a better performance in the measure of â€Å"attractiveness† attributes than expert endorser H4: Expert endorser has a better performance in the measure of â€Å"trustworthiness† attributes than celebrity endorser H5: Expert endorser has a better performance in the measure of â€Å"expertise† attributes than celebrity endorser Product Match-UpH6: Endorser credibility would significantly affect product match-up hypothesis H7: Celebrity endorser would generate a better match up effect towards the product than expert endorser Information Process H8: Endorser credibility would significantl y affect information process of the advertisement H9: Consumer is more likely to process the information of the advertisement when the endorser is an expert, than a celebrity H10: â€Å"Product match up† and â€Å"Information Process† would positively moderate the relationship between endorser credibility and advertising effectiveness Conceptual Framework Chapter 4:Methodology . 1 Questionnaire Design In order to assess the relative advertisement effectiveness between celebrity and expert endorsers, two advertising executions were tested across print advertisements for two different type skin-care products: an aqua cream and hand cream with body emulsion. A celebrity advertisement and an expert advertisement represented each product. In this research, the celebrity is person who is publicly recognized and could direct and communicate to consumers by their reputation in the advertisement. On the other hand, an expert is a person represents expertise of the product and s kin care.The experts who appeared in the advertisement sample has been noted a â€Å"professional doctor of skin care† and â€Å"dermatologist†. They have no public notoriety but appear in an advertisement for representing the authority of the product. The samples are based on real print advertisements (see appendix 1 and 2), in order to increase the authentication. Famous Hong Kong singer Kandy, a member of the band Sugar Club, is the endorser of the aqua cream advertisement; on the other hand, famous model Gaile is selected as endorser of the hand cream and body emulsion cream.The expert endorser is from the real print advertisement of Neutrogena, however, for the expert endorser, we created a fictitious endorser, as the names and their scope of profession have changed to fit this sample research. The use of a created endorser offers a benefit of controlling the experiment. Although endorsers are usually well-known, there can be a significant amount of variation in s ubjects’ knowledge and attitude toward any given endorser.By using a created endorser, we minimize the amount of variation in subjects’ knowledge thereby strengthening the statistical power of the analysis. In order to avoid brand perception of the audience, the products in the sample advertisements has used the brand name â€Å"Super† which does exist in the reality market, instead of the real brand names of the products. The research selected two categories of skin care products: aqua defense cream and hand cream and body emulsion. In order to minimize brand familiarity effects, a fictitious brand name, â€Å"super† was used. 4. 1. Questionnaire Structure and Details The questionnaire used for this study consisted of five parts targeting different aspects of information about consumer’s attitude on different endorsers’ advertisement and the influence of advertisement effectiveness. The aim of this study was stated in the beginning and foll owed by a notes explaining the terminologies used in the questionnaire. For the scale of data measurement, five-point Likert scales were used in the questions of part A and part B sections for measuring the attitudes and quantifies the opinion of the consumers.Likert scale is a set of statements that ask respondents to express their level of agreement or disagreement of a five-point scale (Churchill, 2005). For the remaining parts, they were consisted of single and multiple selections of answer. 1=Strongly Disagree| 2=Disagree| 3=Neutral| 4=Agree| 5=Strongly Agree| 4. 1. 3. 1 Part A of the Questionnaire The first part of the questionnaire aimed to obtaining data about the respondents’ purchase experience on skin care products as well as their knowledge and experience about current practice of different types of endorsers’ advertisement, the source of information is also included.The respondents are required to indicate how they receive the information about endorsement and which type(s) of endorsers were familiar with them. 4. 1. 3. 2 Part B of the Questionnaire This part is aimed to focus on the aqua cream advertisement, which represents the skin care product type which is attractive-related. Two â€Å"super† aqua cream product print advertisements were shown in this part. This advertisement is a real advertisement from the brand â€Å"Garnier†. This first advertisement is endorsed by famous Hong Kong singer Kandy, a member of the band Sugar Club, who is the actual endorser for â€Å"Garnier†.The second one is endorsed by a fictitious expert endorser, named as Albert Li, noted as a â€Å"professional doctor of skin care†. The context of the advertisement contains the product features of the cream, and comparison with other brands in order to show the effect of the cream. The content of two advertisements are exactly the same, however, only the endorser is changed in order to test the effect of these two types of endor sers. There are 17 questions for each advertisements, it is a set of statements regarding the attributes of the endorsers, and the attributes of the advertisement.The attributes were based from the source credibility models, product match-up hypothesis, and advertising effectiveness which were suggested by previous studies regarding advertisements with endorsers. 4. 1. 3. 3 Part C of the Questionnaire This part is aimed to focus on the hand cream and boy emulsion advertisement, which represents the skin care product type which is health-related. Two â€Å"super† aqua cream product print advertisements were shown in this part. This advertisement is a real advertisement from the brand â€Å"Neutrogena†.This first advertisement is endorsed by famous Hong Kong model Gaile, who is the ex-wife of Hong Kong famous singer Leon Lai. The second one is endorsed by an expert endorser, named as Robert Kwon, noted as a â€Å"dermatologist†, who is the actual endorser for â₠¬Å"Neutrogena†, however, in the actual advertisement, the endorser is a a regional director of professional marketing. The context of the advertisement mainly contains the product features of the hand cream and the body emulsion. The content of two advertisements are exactly the same, however, only the endorser is changed in order to test the effect of these two types of endorsers.The structure of the questions is the same as part B section. 4. 1. 3. 4 Part D of the Questionnaire This was the final section of the questionnaire, four questions were asked in order to find out the demographic information of the respondents. Respondents were required to provide their gender, age, educational level and income. The information would be used to test the difference response from different demographic group, mainly the educational level and income, since the target group is selected to be young female adults in generation Y. 4. 2 Questions Analysis and Discussion Guide The survey is se t in two main sections.One scale is used to assess endorser credibility, including the aspect of attractiveness, expertise, image, likeability and trustworthiness. The survey also included questions related to the advertising effectiveness in aspects of brand attitude, attitude toward the advertisement and purchase intention. Message processing and product and endorser match- up issues would also be included in the questions. The questions were grouped in order to analysis the relations between variables. Each respondent was shown two print advertisements of different skin care product and were asked to complete the questionnaire.In each case respondents were exposed to advertisements for of two products including a celebrity, and an expert endorser. 3. 2. 1 Testing Credibility of Endorsers To test the credibility of endorsers, the attributes by previous studies are adopted. The attributes would be attractiveness (DeSarbo and Harshman 1985), trustworthiness (DeSarbo and Harshman 198 5;), expertise (DeSarbo and Harshman 1985; Simpson and Kahler 1980-81; Wynn 1987), likability (DeSarbo and Harshman 1985) and believability (Simpson and Kahler 1980-81; Wynn 1987).In the questionnaire, 5 statements would refer to 5 different attributes from the source credibility model. â€Å"The endorser is attractive† is to test the attractiveness variable, â€Å"The endorser is trustworthy† is to test the trustworthiness variable, â€Å"The endorser is professional† is to test the expertise variable, â€Å"The endorser is honest† is to test the believability variable and â€Å"The endorser's image is positive† is to test the likability variable. These 5 attributes would be grouped to be the â€Å"Credibility† level of each endorser in the followed analysis. 4. 2. Testing the Product Match-Up Hypothesis As the product match-up hypothesis is not the main focus of the research, only two statements in the questionnaire was asked to test the h ypothesis, â€Å"The endorser in the advertisement makes good match with the product† and â€Å"The endorser helps to understand the function of the product† was asked to figured out if the audience considered the endorsers made good match with the product and helped them to understand the function of the products. The result of this hypothesis would be tested if it is a factor to influence the advertising effectiveness. . 2. 3 Testing Advertisement Message Process One statement was asked to understand if the respondents would read the content message of the advertisement, besides the endorsers’ image. The result of this part would be analyzed with if different endorsers have influence for the audience to process the image, and this question would also analyzed with the advertising effectiveness attributes to see if there is a relation between audience process the advertisement message and the effectiveness of the advertisement. . 2. 4 Testing Advertising Effect iveness Three attributes were combined to consider the effectiveness of the advertisement: â€Å"Brand attitude†, â€Å"Attitude towards the Advertisements† and â€Å"Purchase Intention†. 4 statements were set to test the brand attitude towards the advertisements, which were â€Å"The endorser enhances my ability to recognize the brand†, â€Å"This advertisement projects a good brand image†, â€Å"This advertisement helps to recall the product features† and â€Å"This advertisement helps to recall the brand†.Another 4 statements were also set to test the attitude towards the advertisements, which were â€Å"This advertisement projects a sense of good quality towards the product†, â€Å"This advertisement projects a pleasant feeling†, â€Å"This advertisement is reliable† and â€Å"This advertisement is persuasive†. In addition, 1 statement was set to test the purchase intention of the audience towards the a dvertisement and endorsed product, which was â€Å"This advertisement increases my intention to purchase the product†. These three attributes would be the dependent variables to combine as â€Å"advertising effectiveness†.They would be analyzed with the credibility of different endorsers, product match-up hypothesis and advertisement message process. 4. 3 Research Objective The quantitative survey is focused on the young female adults as the interviewees, which is in the demographic of generation Y. The age range of young is between 18and 30 years old, which are mostly in the student segment. In this group of people, they tend to be attracted by ‘advertising’, ‘brand’, and ‘fashion’. They are more familiar to celebrities and advertising from different types of media.In the meanwhile, they have more comprehensive understanding and relative matured self-norms. 4. 4 Pilot Test A pilot test was done in advance of distributing of the q uestionnaire for gathering information, this is to ensure the format and design of the questionnaire were effective and capable of obtaining required information for the researching objectives. Another important function of the pilot test to this study is that the sample population was asked to rank a set of selection criteria of celebrity and expert endorsers in order to refining the selection attributes for a more efficient analysis. 3 questionnaires were distributed and 20 questionnaires were returned with comments on the questionnaire design. Some amendment and adjustment was made to the questionnaire after reviewing the feedback of the sample population, the modification included adjusting the layout of the questions, use of question’s wordings, segmentation of demographic data of respondents, and elimination of repeated questions. 4. 5 Distribution of the questionnaire Data were collected from a total of 203 respondents on the internet survey instrument.The survey is sp read by social network requests and e-mail request, which ensures that the target group of people could reach to the survey, and avoid people who is not in the target group doing the survey. The internet-based survey can also obtain the response from more population within a short period of time by not restricting by geographical constrain. 4. 6 Research process and design The research process follows the structure in figure. First, the problem of the research is fomulated, which is the comparasion of expert and celebrity endorsers towards the credibility and advertising effectiveness.Then, an exploatory research is at the second procedure, by reviewing literature. Research framework and data collection methods are determinated at step three and step four. The following is designing samples and collecting data by internet-based survey. The data will be analysed to be the results of the research. Suggestions and recommendations would be made in the references of the results. Chapter 5: Result and Analysis Respondents Profile In the following section, basic demographic data of the respondents, including age, gender, education level, occupation and personal monthly income level, were reported.To be more specific, these descriptive data were summarized and presented with pie charts. Gender of Respondents Since the target respondent in this study is female, the questionnaire is mainly distributed to female interviewee. Therefore, there are totally 199 female and only 4 male respondents. The 4 male respondents are all from the internet survey. The female respondents have 98. 03% of sample population, while male respondents only have 1. 97%. Distribution of age group of the respondents The majority of respondents were 22-25 years old, which has 117 respondents and occupied 57. 64% of the sample population.The following largest group was age between 18-21 years old; there were 51 respondents in this age group, with 25. 12% of the sample population. The percentage of t he respondents in the age group 26-30 was 17. 24%, there were 35 respondents in this age group. Educational Level Over a half of the respondents’ educational level is above bachelor’s degree. 110 out of the 203 respondents, which are 54. 19 % of the sample population, are at the educational level of bachelor’s degree; 68 of the respondents, having 33. 50% of the sample population, are at the tertiary (non-degree) educational level. 5 of the respondents (12. 32% of the population) are postgraduate level. Monthly Income The majority of the respondents’ monthly income is less than $5000, which is 89. 16% of the sample population (181 respondents). 16 out of the 203 respondents (7. 88% of the sample population) have the monthly income between $5000 and $10000. Only 6 of the respondents (2. 96% of the sample population) have the monthly income between $10001 and $20000. Purchase Frequency for respondents In the purchase frequency of skin care product, most of the respondents, with 48. 8% of the sample population (98 out of the 203 respondents) buy skin products 1 to 2 times a month. The following group is respondents who buy skin care product 3 to 4 times a month, with 35. 47% (72 out of the 203 respondents). 10. 84%(22 out of the 203 respondents) of the respondents buy skin care products less than once a month and only 5. 42%(11 out of the 203 respondents) of the respondents buy skin care products more than 4 times a month. In the question of asking which skin-care brands the respondents mostly buy, the result between brands is close. Shiseido Limited’s brand has the largest sample population, with 28. 8% of respondents (57 out of 203) claiming mostly buy their products; the following is the L’oreal Company’s products, having 23. 63% respondents (50 out of 203) that mostly buy their products. 18. 72% (38 out of 203) and 17. 73% (22 out of 203)of respondents mostly buy skin care products of P&G Company and the LVMH L imited respectively. Only 10. 84% of respondents (22 out of 203) mostly buy the skin care products of Estee Lauder. Information towards the skin-care advertisements For the endorsement in skin-care product, the respondents mostly notice the celebrity endorsers and model endorsers, which have 45. 2% (92 out of 203) and 25. 62% (52 out of 203) of the sample population respectively. 17. 24% (35 out of 203)of the respondents noticed the expert endorsers in the advertisement. The following is the real customer endorsers, 8. 87% (18 out of 203) of respondents have noticed their endorsement. Only 1. 97% (4 out of 203) of respondents noticed the CEO endorsers and 2 of the respondents in the survey haven’t noticed any endorsers advertising. The channels that respondents get the information of the skin care product advertisements were asked in the survey.Most of the respondents received the skin care product information from print media such as magazines and newspaper, which had 28. 57 % (58 out of 203) of the respondents. 19. 7% (40 out of 203) of the respondents were getting skin care products information from TV, movie and internet. These two channels had the same population. 12. 81% (26 out of 203) of respondents were getting information from peer’s word-of-mouth. Direct mail and from outdoor billboard has the population of 9. 85% (20 out of 203) and 5. 42% (11 out of 203) respectively. The channel of radio, brands advertisements and sales personnel had the population of 2. 6% (5 out of 203 respondents), 0. 99% (2 out of 203 respondents)and 0. 49%(1 out of 203 respondents), which were the channels least respondents getting information from. 4. 1 Result of Reliability Test As a key factor to determine the quality of measurement instruments, reliability was very important for assessing the internal consist multi-item scales of endorser’s credibility and advertising effectiveness dimensions, Cronbach’s alpha was used. It provides the coeffici ent of inter-item correlations and measured the internal consistency of various items. Referring to Cohen et al. 2007), the reliability level was marginally acceptable at 0. 6 and highly reliable at 0. 8 or above, while according to Pallant (2007), the Cronbach’s alpha value above 0. 7 is considered acceptable and preferable when the values exceed 0. 8. Ohanian’s (1990) scale was used to assess the celebrity endorsers’ credibility. Items were chosen according to the item reliability of the scale. To measure credibility, the dependent variables â€Å"attractiveness†, â€Å"trustworthiness†, â€Å"expertise†, â€Å"likeability†, and â€Å"believability† were selected. In section A, the celebrity endorser Kandy has a Cronbach’s ? f . 962 towards the credibility. The Cronbach’s ? for the expert endorsers’ credibility is . 860 in section A. In section B, the celebrity endorser Gaile has a Cronbach’s ? of . 869 towards the credibility. The Cronbach’s ? for the expert endorsers’ credibility is . 860 in section B Based on studies addressing advertising effectiveness (Biehal, Stephens and Curlo, 1992;Craciun, Stephens and Madden, 2002; Gresham and Shimp, 1985; Spears and Singh,2004), brand attitude, attitude towards the advertisement and purchase intention were used to assess the effectiveness. The Cronbach’s ? or the brand attitude in section A are . 893 and . 824 The Cronbach’s ? for the attitude towards the brand in section A are . 806 and . 793. The Cronbach’s ? for the brand attitude in section B are . 831 and . 712. The Cronbach’s ? for the attitude towards the brand in section B are . 925 and . 908. Referring to Cohen et al. (2007), the reliability level was marginally acceptable at 0. 6 and highly reliable at 0. 8 or above, therefore, the items to be measured in this study is highly reliable. 4. 3 Endorser Credibility and Advertisement E ffectiveness IntroductionIn this study, in order to test H1: Credibility of endorsers significantly affects advertisement effectiveness, linear regression analysis is adopted in testing the relationship of dependent variable (Y), advertising effectiveness, to relate the independent variables(X), which is the endorsers’ credibility, for the prediction. The measures of endorser’s credibility consisted of 5 attributes, which are trustworthiness, expertise, believability, attractiveness and honesty. Meanwhile, advertising effectiveness contained 3 attributes, including brand attitude, attitude towards the advertisement and purchase intention.The attributes of credibility and advertising effectiveness had combined as the mean score in the analysis. In the following table, Credibility1 of celebrity endorser Kandy in part A; Credibility2 represents the computed results of expert endorser Albert in part A; Credibility3 represents the computed results of celebrity endorser Gail e in part B; Credibility4 represents the computed results of expert endorser Robert in part B. â€Å"EndorserAdeffectiveness† represents combined mean score of all endorsers’ advertising effectiveness. Coefficient of Determination R squareMujis (2004) had provided a guide to assess how well a developed model fit the data. The table would give a clearer interpretation of Mujis suggestion. 0. 5| Strong Fit| Result of Endorser Credibility and Advertisement Effectiveness Model Summary| Model| R| R Square| Adjusted R Square| Std. Error of the Estimate| | 1| . 756a| . 572| . 569| . 24445| a. Predictors: (Constant), Credibility1, Credibility2 Credibility3, Credibility4| To test the correlation of the endorser credibility and their advertising effectiveness, the coefficient of determination r2 is used.It is a statistical term that tells us how well one variable is at predicting another. Since the study is a small scale research, using adjusted R square would give a more accura te result. (Mujis ,2004). The dependent variable â€Å"EndorserAdeffectiveness† is the combined mean score of all endorsers’ advertising effectiveness, and the independent variable â€Å"Credibility 1† to â€Å" Credibility 4† is the mean score of celebrity and expert endorsers in part A and part B. In the table, the R square is 0. 572 and the adjusted R square is 0. 569, with the standard error of 0. 24445.As the adjusted R square is 0. 569, it indicated that the credibility of endorser explains 56. 9% of advertising effectiveness. According to the Mujis, when adjusted R square is >0. 5, it shows a strong fit of the model. Therefore, the correlation between endorsers’ credibility and advertising effectiveness is strong. ANOVAb| Model| Sum of Squares| df| Mean Square| F| Sig. | 1| Regression| 67. 671| 1| 33. 836| 404. 646| . 000a| | Residual| 16. 724| 201| . 060| | | | Total| 84. 395| 202| | | | b. a. Predictors: (Constant), Credibility1, Credibili ty2 Credibility3, Credibility4| b.Dependent Variable: EndorserAdeffectiveness| In the F test, a 95% of confidence level is adopted, the p-value is . 000, which is 3. However, celebrity perceived as more attractive than expert endorsers. Likability In testing the attribute â€Å"likability† with the statement â€Å"The endorser's image is positive†, the celebrity endorser has 3. 1 points and the expert endorser has 3. 52 points. The result shows that the respondents perceived both celebrity and expert endorser as likable, since their mean are ;3. However, expert endorser Albert had a slightly higher point than celebrity, while the celebrity is perceived as more attractive as shown above. Trustworthiness Attributes Trustworthiness In testing the attribute â€Å"trustworthiness† with the statement â€Å"The endorser is trustworthy†, the celebrity endorser has 3. 25 points and the expert endorser has 3. 42 points. Both endorsers perceived as trustworthy, and have a very close result.The expert endorser Albert received a slightly higher point than Kandy only. Honesty In testing the attribute â€Å"Honesty† with the statement â€Å"The endorser is honest†, the celebrity endorser has 3. 38 points and the expert endorser has 3. 54 points. Respondents graded both endorser scores that higher than the midpoint, which show that both endorsers are perceived as honest and believable. However, Albert still scores slightly higher point than Kandy in this attribute. Expertise Attribute Professional In testing the attribute â€Å"expertise† with the statement â€Å"The endorser is professional†, the celebrity endorser Kandy has 2. 0 points and the expert endorser Albert has 3. 80points. Differ from other variables in part A, the result shows significant difference between two endorsers, the celebrity endorser Kandy received a low score, which is lower than the â€Å"neutral† 3 point. The respondents disagree that Ka ndy is professional and has expertise towards the product. In contrast, the expert endorser Albert Li received a positive score, the respondents perceived Albert as professional and expert. Summary of Part A Part A: Endorser Credibility| | N| Mean| Std. Deviation| Std. Error Mean| Kandy| 203| 3. 26| . 892| . 063|Albert| 203| 3. 3113| . 67810| . 04759| Comparing the credibility attributes between celebrity and expert endorser in part A, which is for the attractive-related aqua cream skin care product from the brand â€Å"Super†, the celebrity endorser Kandy only has the advantage in the â€Å"Attractiveness† compared to the expert endorser Albert. On the contrary, the expert endorser has a higher grade in â€Å"trustworthiness†, â€Å"expertise†, â€Å"believability† and â€Å"likability† attributes compared to Kandy. Especially in the area of â€Å"expertise†, while Albert had 3. 54 points while the celebrity only had 2. 30 points.The result shows that the expert endorser Albert Li is having advantages in more attributes of credibility than Kandy. To conclude all the credibility attributes, Albert received a slightly higher mean score (3. 1113) than Kandy (3. 26), as shown in table. Results in Part B Part B: Comparison of Celebrity and Expert Endorsers| | Mean| N| Std. Deviation| Std. Error Mean| Pair 1| C:The endorser is attractive| 3. 44| 203| . 790| . 055| | E:The endorser is attractive| 2. 10| 203| . 605| . 042| Pair 2| C:The endorser's image is positive | 2. 72| 203| . 840| . 059| | E:The endorser's image is positive| 3. 0| 203| . 887| . 062| Pair 3| C:The endorser is trustworthy| 2. 80| 203| . 890| . 062| | E:The endorser is trustworthy | 3. 54| 203| . 749| . 053| Pair 4| C:The endorser is honest| 2. 77| 203| . 868| . 061| | E:The endorser is honest| 3. 57| 203| . 757| . 053| Pair 5| C:The endorser is professional| 2. 67| 203| . 840| . 059| | E:The endorser is professional| 3. 59| 203| . 852| . 060| Attrac tiveness Attributes Attractiveness As shown in table 3, for the statement â€Å"The endorser is attractive† this is to test the attractiveness in the credibility scale, from the 5 point Likert scale, the celebrity has 3. 4 points, when the expert endorser only has 2. 10 points. The result shows that the celebrity Gaile in part B is perceived as attractive, with the score higher than the midpoint. However, the expert endorser Robert received a respectively low score than Gaile. The respondents didn’t find the expert endorser attractive in this part. Likability In testing the attribute â€Å"likability† with the statement â€Å"The endorser's image is positive†, the celebrity endorser has 2. 72 points and the expert endorser has 3. 50 points. Gaile has the score lower than the midpoint, while Robert is perceived as likable in this part.Trustworthiness Attributes Trustworthiness In testing the attribute â€Å"trustworthiness† with the statement  "The endorser is trustworthy†, the celebrity endorser Gaile has 2. 80 points and the expert endorser Robert has 3. 54 points. The result shows that the respondents disagree that Gaile is trustworthy in this advertisement, while they found the expert endorser Robert more trustworthy than Gaile. Honesty In testing the attribute â€Å"Honesty† with the statement â€Å"The endorser is honest†, the celebrity endorser has 2. 77 points and the expert endorser has 3. 57 points.The result shows that respondents find that Robert is more honest in the advertisement than Gaile, since they graded Gaile a score lower than midpoint (2. 77). Expertise Attribute Professional In testing the attribute â€Å"expertise† with the statement â€Å"The endorser is professional†, the celebrity endorser has 2. 67 points and the expert endorser has 3. 59 points. The respondents graded a low score for Gaile in this attributes, which shows that they did not perceive Gaile as pro fessional and expert in this advertisement. On the other hand, Robert, the expert endorser is perceived as professional and expert.Summary of Part B Part B Credibility| | N| Mean| Std. Deviation| Std. Error Mean| Celebrity Endorser| 203| 2. 8828| . 68553| . 04811| Expert Endorser| 203| 3. 2197| . 62711| . 04401| Comparing the credibility attributes between celebrity and expert endorser in part B, which is for the hand cream and body emulsion from the brand â€Å"Super†, the celebrity endorser Gaile only has the advantage in the â€Å"Attractiveness† attribute compared to the expert endorser Robert, while Robert has the lowest score in this attribute, compared to other attributes.On the contrary, the expert endorser has a higher grade in â€Å"trustworthiness†, â€Å"expertise†, â€Å"honesty† and â€Å"likability† attributes compared to Gaile. In addition to this, Gaile has been graded relatively low points in these four attributes; all of t hese attributes are lower than the midpoint score. The lowest score is found at the â€Å"expertise† attribute, while Gaile only received 2. 67 point. To Combined the credibility attribute in part B, which is the comparison towards the health-related product hand cream and body emulsion, the celebrity endorser Gaile has an overall mean of 2. 828 points, compared to the 3. 2197 points of the expert endorser Robert, as shown in Table 4. The expert endorser Robert is perceived more credible than the celebrity endorser Gaile in this advertisement, in addition to this, the average score of Gaile is lower than the midpoint(3). The result shows that respondents disagree that Gaile is a credible endorser. Comparison between Celebrity Endorsers Mean Score of Celebrity Endorsers’ Credibility Attributes| | Kandy| Gaile| Attractive| 3. 87| 3. 44| Likability| 3. 51| 2. 72| Attractiveness Average| 3. 69| 3. 08|Honesty| 3. 38| 2. 77| Trustworthy| 3. 25| 2. 80| Trustworthiness Average | 3. 315| 2. 785| Expertise| 2. 30| 2. 67| Average Score| 3. 26| 2. 8828| In the table, it has shown the mean score of celebrity endorsers’ credibility attributes, combining part A and part B, which is Kandy and Gaile respectively. The average attribute score of each endorser is highlighted in the table. It can be seen that both of the celebrity received highest point in the â€Å"Attractiveness† attribute (3. 69 and 3. 08), on the other hand, thy both received lowest point in the â€Å"Expertise† attribute (2. 0 and 2. 67) among the other attributes. For the â€Å"Trustworthiness† attribute, Kandy received 3. 315 points while Gaile only had 2. 785, which was lower than midpoint 3. The result shows that the respondents perceived celebrity endorsers as attractive in the advertisements, making it the most significant attributes among the credibility attributes. However, respondents disagree celebrity is professional and expert in the advertisement, as the s core of the â€Å"expertise† attribute of the celebrity is both lower than the midpoint of the likert scale.The result also shows that Kandy has a higher credibility average score than Gaile, while Kandy has an average score (3. 26) above the midpoint. Kandy were all graded above the midpoint in the attributes of â€Å"Attractiveness† (3. 87), â€Å"Likability†(3. 51), â€Å"Believability†(3. 38) and â€Å"Trustworthiness†(3. 25), however, Gaile was all graded below the midpoint in the attributes of â€Å"Likability†(2. 72), â€Å"Expertise† (2. 67) â€Å"Believability†(2. 77) and â€Å"Trustworthiness†(2. 80) average score is below the midpoint level.Besides the â€Å"expertise† attribute, Kandy received higher points than Gaile among the other attribute. It indicated that the respondents perceived Kandy as a celebrity endorser who is more credible than Gaile. Comparison between Expert Endorsers Mean Score of Exp ert Endorsers| | Robert1| Robert2| Attractive| 3. 34| 2. 10| Likability| 3. 52| 3. 50| Attractiveness Average| 3. 43| 2. 8| Trustworthy| 3. 42| 3. 54| Honesty| 3. 54| 3. 57| Trustworthiness Average| 3. 48| 3. 555| Expertise| 3. 80| 3. 59| Average Score| 3. 3113| 3. 2197|As shown in the table, it indicated the mean score of expert endorsers’ credibility attributes, combing part A and part B, which is Albert Li and Robert Kwon respectively. The highest and lowest score of each endorser is highlighted in the table. It can be seen that both of the expert endorser received highest point in the â€Å"Expertise† attribute (3. 80 and 3. 59), on the other hand, thy both received lowest point in the â€Å"Attractiveness† (3. 43 and 2. 8) among the other attributes. Robert had a slightly higher point(3. 555) than Albert (3. 48) in the â€Å"Trustworthiness† attribute.The result shows that the respondents perceived celebrity endorsers as attractive in the advertiseme nts, making it the most significant attributes among the credibility attributes. However, respondents only found Albert is attractive. For Robert in the part B advertisement, the score of the â€Å"attractiveness† attribute was lower than the midpoint of the likert scale. There is a significant contrast between two expert endorsers toward this attribute. Despite of the contrast of the â€Å"attractiveness† attribute, the expert endorsers were graded above the agreement level and received a similar result in other credibility attributes.The average score of two expert endorsers is very close (3. 31113 and 3. 2197). The result shows that respondents perceived expert endorsers in these two advertisements as credible and most significantly, professional. Summary of Celebrity and Expert endorser | Credibility Attributes Between Celebrity and Expert Endorsers| Mean Score| Celebrity A| 3. 26| Expert A| 3. 3113| Mean Score| Celebrity B| 2. 8828| Expert B| 3. 2197| Average Scor e| 3. 0714| 3. 2655| Since the expert endorsers were grade a higher score in terms of credibility in both part A and part B.We can conclude that H2: Celebrity endorser has a better performance in the general measure of â€Å"Endorser Credibility† is rejected. Endorser Credibility to Particular Advertising Effectiveness Attributes As the â€Å"H1:credibility of endorsers significantly affects advertisement effectiveness† has been accepted, in the following section, the relationship of endorsers’ credibility and particular advertising effectiveness attributes –brand attitude; attitude towards the advertisement and purchase intention would be tested in order to gain a deeper understanding to the study.Celebrity endorsers to Advertising Effectiveness The celebrity endorsers’ credibility would be group as â€Å"CelebExpertise†, which is the mean score of endorsers’ expertise; â€Å"CelebTrustworthy†, which is the mean score of endor sers’ trustworthiness and â€Å"CelebAttractive† is the mean score of endorsers’ at

Fiffteen by William Stafford

The poem Fifteen by William Stafford, describes the ideas of a young teenager and imaginations when he sees a motorcycle at the side of the rail, It tells us of how the main character gets familiar with adulthood and starts getting mature, it gives us changes. The author in his poem describes the ideas and temptations that a fifteen year old would have, and it gives us a message of how when you are blinded of your teenage dreams, at the same time to take and decide the correct paths and decisions. In the first stanza William Stafford stops realization. He describes a motorcycle below a bridge.The cycle is abandoned, â€Å"engine running as it lay on its side, ticking over slowly in the high grass. † To begin his poem Stafford gives us a location, â€Å"South of the Bridge on Seventeenth. † If one were to assume that we as people, traveled metaphorically in any direction I would think it to be north for example: â€Å"Up† for all different purposes. Staffordâ€⠄¢s character is south, not necessarily heading south, but he is south in relation to the bridge. Changes are like bridges, connections between one span of life and the next. Points where the road which below is much less stable, where there aren’t miles of solid ground below.Changes are things that you have to get over. And thinking that Stafford’s age which is fifteen years, like us all, we are heading north, then he’s in for a change a bridge in the future. The motorcycle in the other hand was found â€Å"back of the willows one summer day. † Willows are beautiful flowing trees, their branches fall down and hide their trunks veiling whatever may lie at their shape from all on the other side of their barrier. Stafford’s character finds the motorcycle beyond the barriers of the willows and so we can imagine him pulling aside the waterfall of green and revealing the pefrect machine.On the other hand everything about the scene finds of a hidden trut h discovered. The high grass, tall as if to hide the treasures that are within it, and the willows, and even the picture of calm, warm serenity that comes to mind with the idea of trees in the summer. But the boy finds the cycle unexpectedly, he did not know or even awaited it. In the second stanza it connects temptation and imagination. The cycle becomes his forbidden imagination, it has a â€Å"pulsing gleam†¦shiny flanks†¦demure headlights fringed where it lay;† it is arousing him. First with its beauty it’s pulsing and shiny.It’s elegant and bright as described in the second stanza . Then it’s interest, he â€Å"led it gently to the road and stood with that companion, ready and friendly. † It draws him in. And for the first part he’s taken with it. He â€Å"admired† it. He â€Å"stood† with it. He was young and he saw the beauty as something he wanted. He was a teenager after all chasing his dream. These moments a re him being a child this is him before the â€Å"good man† from later in the poem. You can tell he is taken with it from the way he â€Å"gently† leads it to the road, he is taking care of it.You are not gentle with things that you think are not needed or that you dislike. One does not describe these things either as having a â€Å"pulsing gleam. † Possibly freedom and perhaps bliss are shown in stanza three. The character is imagining himself on the open road. He’s picturing taking the motorcycle and riding away on it. It gives to speculation if he, being fifteen can even legally drive one, let alone that would then surely be considered stealing. Assuming that he’s not there appears the forbidden imagination again. It’s not legal, not okay, yet he wants it temptatiously.Though, as for freedom and excitement, he clearly states that there is a â€Å"forward feeling, a tremble. † For example a reader would take this to be excitement gr owing inside the main character. He is confident. He is happy and positive at least because he is â€Å"patting the handle,† and receiving a â€Å"confident opinion. † He is indulging or giving interest, a word used to express freedom to do something enjoyable. In the fourth stanza Stafford’s poem takes a different direction shall we say, a new character is introduced, the owner of the motorcycle.The grass which is mentioned earlier seems to be hiding more than just the cycle, but also its rider. This also shows a change in the nature of the boy, a decision being made. He thinks and â€Å"thinking†¦found the owner. † The boy in a rush pushes aside his temptation towards freedom and excitement. He chooses. He does not choose to ride away, though, rather to be mature and responsible. To think of more than just himself and locate whomever the bike had belonged. The owner, thrown from the bike in the crash.The rider is â€Å"just coming to,† or el se awakening from unconsciousness he must have got from his crash. He had â€Å"flipped over the rail. He had blood on his hand, was pale† This man is not in good shape. He just crashed his motorcycle and had blood on his hands. On the outside he is injured and broken needs help getting to his bike. Physically, he is weak while it seems that the main character being fifteen, is not. He is strong which is connected from the fact that they are young, full of life as fifteen year olds are. But the rider once at his bike, becomes strong once again, he â€Å"roared away. He is not magically healed , he is still bleeding from the crash, but he has the inside strength of a confident adult and he still gets on his bike and rides away. Before leaving the man calls the main character â€Å"a good man†. To sum it up, the main character begins as a fifteen year old with a change a bridge in his future, he is beginning to realize this. Then he becomes, in the fourth stanza,  "a good man. † Most importantly, a man. He started maturing, learning of getting older, most importantly! Stating in my conclusion that the boy, as he finds the cycle and then after moments of indecision, returns it begins his own road to adulthood.He goes from thought of the temptations of the machine to giving it back to its owner and watching him ride away. So I took myself as an example, because I am also a teenager who has his dream and goals and will be facing adulthood myself. It showed us a mature boy who fought of his temptations and teenage dreams, and choosing the correct path of adulthood. It gives a strong message of spirituality which does pushes us forward of following our dreams but at the same time taking the right decision, as shown with the main character.