MIDDLE EAST Essays - Western Asia, Arabian Peninsula,

MIDDLE EAST MIDDLE EAST Regional Makeup- There are three main regions that make up the Middle East. The Fertile Cresent it includes the countries of Iraq, Syria, Lebanon, Isreal, and Jordan. It is a 1000 mile long area of, fertile land and is shaped like a cresent moon. Another region is the Highlands it includes the countries of Turkey, Iran, and Afghanistan.A sereies of mountain ranges stretch through these countries. They are the Taurus Mountains,Elburz Mountains, and the Zagros Mountains.A third region is the Arabian Peninsula it is bordered by the Red Sea, Persian Gulf and,Arabian Sea. Its land area is about 1 milloin squaremiles Saudi Arabia the largest country in the Middle East takes up much of the area. Much of the rest is covered by the Rub' al-Khali or the empty quarter. Physical Features- There are many physical features made up of water such as seas the Red, Mediterranean, Dead, Caspian, Arabain, and Black. Rivers the Euphrates and Tigris are the main rivers. Straits the Bosporus and the Dardanelles. Gulfs Aden, Persian, and Oman. There is also two plateaus the Iranian and the Anatolian and three main mountain chains Zagros, Elburz, and the Taurus. Deserts the Rub' al-Khali (empty quater). Lifestyles- If you lived in the Middle East you would probally not have much money and no material things. You have to work all day to survive the types of work you would probally be doing is herding sheep,weaving baskets,selling fruit at the markets,and trading goods. Languages- Pastro,Dari,Farsi,Turkish,Kurdish,Arabic,Persian,Hebrew,English,French, and Armenian. Major agricultural,manufactured, and exported products- Exports-Crude Oil,Petroleum, Services, Machinery,Diamonds, and Natural Gas. Imports-Motor Vehicles, Machinery,Food,and Crude Oil. Agriculture-sheep and fruits. The thing that interested me most about the Middle East is that if you are a muslim you must visit Mecca at least once in your life if you can afford it. That interests me because if you are catholic you do not have to visit Vatican City home of the Pope. Another thing that interested me about the muslim religion is that you must pray in the direction of Mecca wich is the most holy city in the muslim religion. Extra tidbits of information- In our textbooks it states that three major religions were started in the Middle East they were Judism,Christianity,and Islamic but I found out that a fourht major religion was also started there it is Zoroastrianism. The meaning for the word muslim is "Those who surrender to gods will" In sixth century B.C. the Persians overran the whole Middle East and set up a ruling system that became the model for all later empires.

Representation of Culture in Japanese Animation Essays

Representation of Culture in Japanese Animation Essays Representation of Culture in Japanese Animation Essay Representation of Culture in Japanese Animation Essay RESEARCH PROPOSAL: REPRESENTATIONS OF CULTURE IN JAPANESE ANIMATION BY: ASHA JHINA ROLL NO. : 0914152 SUMITTED TO: DR. SAGARIKA GOLDER CHRIST UNIVERSITY BANGALORE Animation, more commonly known as cartoons is a very integral part of a child’s growing years. A medium which started out with a sole purpose of providing entertainment has progressed into a kind of a new-age education method. Cartoons/animations are not merely a tool to keep viewers occupied, it aims to familiarise people with their culture and their roots. Through this research paper I aim to isolate the very specifics of culture which are represented in media, especially cartoons. I have narrowed my research to ‘manga’ more commonly known as ‘anime’ which is the Japanese form of animation. Japan is known to have one of the oldest and strongest historical and cultural roots which are still relevant. Previous research has shown that people who are regular followers of anime do not watch it just as a form of entertainment but also to learn about a new and enigmatic culture. The Japanese are not one of the most outgoing people therefore a medium such as anime provides an interesting as well as visually appealing insight into their lives and culture. I wish to write my research paper by referring to the different kinds of work that has been done on this topic by others. This paper shall be based on facts collected through research and a survey among anime followers. By the end of this research I aim to draw parallels between Japanese culture and the content of different Animes.

A View on the Mozarts Symphony No. 41 in C Major, K. 551 as Explained by Woody Allen

A View on the Mozart's Symphony No. 41 in C Major, K. 551 as Explained by Woody Allen Woody Allen describes Mozart’s Symphony No. 41 in C Major, K. 551 as a composition that proved the existence of God. There is a reason that Allen, several other scholars of the classical period, and the majority of music lovers alike consider Mozart’s â€Å"Jupiter† Symphony to be one of extremes. The innovative and artistic mastery which make up the framework of the symphony creates an experience where a complexity of emotions could take place in this piece. The amount of several differing expressive and compositional contrasts which take place in this single symphonic work have astounded audiences for hundreds of years and is considered to be a work fifty years ahead of its time. The most prolific reason as to why this symphony is so highly regarded in the classical repertoire would have to the be what Mozart accomplishes in the finale of this work. At the end of the movement Mozart is able to successfully take the style of late 18th century instrumental practice, with exceptionally involved counterpoint creating a style of music transcending both of the styles into one of pure and exhilarating originality. This transcendence which Mozart achieved is due in part to a five-part fugato representing five different themes which occur throughout the finale of the work. Mozart takes the five themes and interlays each theme in unity among one another across the whole ensemble. This contrapuntal mastery which takes place has been deemed as one of the greatest finales of music preceding the scientific revolution. However, the significance of the symphony as a whole in terms of the historical context make the reputation of the symphony quite reputable among scholarâ₠¬â„¢s due to the commission of and inspiration of the â€Å"Jupiter† Symphony. No one is exactly sure as to the reason why Mozart wrote this symphony and whether he ever listened to a performance of this symphony as well. Mozart wrote the Symphony No. 41 along with his 39th and 40th symphonies during a period of six weeks in the summer of 1788. During this time Mozart was in serious debt and had to move to the suburb of Alsergrund in order to avoid paying high rental expenses. Some scholars believe that this symphony was composed only for the purpose of making Mozart money so that he could no longer struggle in order to pay his rent. Others believe that Mozart knew that the â€Å"Jupiter† symphony would be his last as he put everything in terms of style, contrast, and emotion into this final symphony. The first movement begins brilliantly in the key of C major. This movement happens to be in sonata allegro form which was traditional of the time. The second movement of this piece is marked Andante cantabile and is known to create dissonance and drama signifying some internal struggle. The third movement of the piece is a minuet that contains an allegretto and trio. This movement features an Austrian folk-dance form and contains interesting instances of imitative texture. Although these movements may not be as highly regarded as the fourth movement, the first three movements also contain innovative and symphonic mastery which only someone like Mozart could succeed in doing. Only Mozart could compose a symphony in less than six weeks and have the symphony contain a legacy spanning generations of musicians. The significance of final symphony of the Austrian composer will continue to baffle listeners young and old as no other composer could imitate the craft of composition and symphoni c art to which Mozart dedicated much of his life to.

LETTER FROM BIRMINGHAM JAIL, the trial and death of socrates book Essay

LETTER FROM BIRMINGHAM JAIL, the trial and death of socrates book - Essay Example t or wrong - acting the part of a good man or of a bad.† (Plato, 48) Socrates believed that danger and fear of death are irrelevant from a moral standpoint and he provides significant illustrations from the Greek epics, suggesting that Achilles never had any thought of death and danger. A man ought to remain in the place which he has chosen or that in which he has been placed by a commander at hour of danger and he should not think of death or of anything, except about disgrace or shame. Socrates condemns danger and fear of death as the source of all unwise deeds and they lead one to disgraceful or shameful deeds in life. â€Å"For this fear of death is indeed the pretence of wisdom, and not real wisdom, being the appearance of knowing the unknown; since no one knows whether death, which they in their fear apprehend to be the greatest evil, may not be the greatest good. Is there not here conceit of knowledge, which is a disgraceful sort of ignorance?† (Plato, 49) In shor t, Socrates provides convincing description and illustrations for the â€Å"virtuous life†, danger and fear of death, and â€Å"shame†. According to Socrates, the laws of Athens will be damaged if he escapes his death sentence and he provides striking reasons for claiming so. Socrates believes that a State cannot subsist and be overthrown, if the decisions of law have no power, but are set aside and overthrown by individuals. Every citizen of Athens, especially a clever rhetorician as Socrates, should have a good awareness of the evil of setting aside the law which requires a sentence to be carried out. Socrates believes that he has been in an important contract or agreement with the laws of Athens according to which he should abide by the sentence of the State. Thus, he fears the contempt of the state for not obeying this contract. â€Å"Tell us what complaint you have to make against us which justifies you in attempting to destroy us and the State? †¦ Has a philosopher like you failed to discover

The Catastrophes Experienced in the Modern World Essay

The Catastrophes Experienced in the Modern World - Essay Example Some human actions have played a role in creating global warming and escalating the calamity in the world. The primary cause of global warming is the greenhouse effect. Upon reaching the surface of the earth, an amount of sunlight is absorbed, while the rest radiates back to the atmosphere (Balachandran 107). The sun that radiates to the atmosphere does so at a longer wavelength, with some wavelengths being absorbed by greenhouse gases in the atmosphere. Some of the heat energy that would be lost to space is reflected the earth’s surface by the greenhouse gases. Thus, the decisions of human beings to adopt the widespread use of greenhouses have significantly contributed to the escalation of global warming. The increase in global warming can be attributed to high incidences involving the use of greenhouse gases (Atwood 15). The emission of carbon dioxide also causes global warming; burning of fuels plays a role in escalating the incidences of global warming all over the world. Fuels such as diesel, natural gas, petrol, oil, organic diesel, and organic petrol mainly contributed to global warming and overall environmental degradation. Industries emit harmful carbon dioxide gas to the environment, causing massive destruction of the environment. When carbon dioxide is released to the environment, it remains in the atmosphere for as long as 100 to 200 years. The increased concentration of carbon dioxide in the environment creates a rise in earth’s temperature. Another factor responsible for the rise in global warming is the increased pollution caused by the clearing of vegetation cover. Human beings invade forests and clear vegetation and trees in order to settle.

The Effect of Celebrity Endorsement on Consumer Buying Behavior Essay Example for Free

The Effect of Celebrity Endorsement on Consumer Buying Behavior Essay The crescendo of celebrities endorsing brands has been steadily increasing over the past 20 years or so. Marketers overtly acknowledge the power of celebrity in influencing buyers purchase decision. They have firm believe that likeability or a favorable attitude towards a brand is created by the use of a celebrity. The crore of rupees spent per year on celebrity endorsement contracts show that celebrities like Amitabh Bachchan, Sharukh khan and Sachin Tendulkar play an important role for the advertising industry. It is an established fact that celebrity endorsement can bestow unique features or special attributes upon a product that it may have lacked otherwise. In India from late 1970s and early 80s the new trend in advertising started. Brands started being endorsed by celebrities. Hindi film and TV stars as well as sportspersons were roped in to endorse prominent brands. Advertisements featuring stars like Late Jalal Agha (Pan Parag), Tabassum (Prestige cookers), Sunil Gavaskar for Dinesh Suiting, Ravi Shastri and Vivian Richards (Vimal), Persis Khambhata and Kapil Dev (Palmolive Shaving cream) became common . Though marketers should remember that celebrities are mere living beings like us and if they can highlight the benefits or advantages of a brand they can also have some uncanny negative impact. Theory and practice suggests that the use of stars and their unleashing power in advertising generate a lot of publicity and attention from the public but the underline questions are, do these stars really help a brand by increasing its sales? On the other hand, can they really have an Impact on the persons consumption pattern, thereby changing his brand preference? How an advertisement featuring a celebrity can influence consumers buying decision and can create an association between a brand and a common man. To answer these questions, the article will examine the relationship between celebrity endorsements and brands, and the impact of celebrity endorsement on consumers buying behaviour as well as how consumer makes brand preferences. We will apply a wide range of accepted principles of how consumers brand attitudes and preferences can be influenced, how buyers behavior can be influenced, how buyers behavior can be molded. We will use the principles of credibility of source and attractiveness, the match-up hypothesis, the consumer decision-making model and the communication model to understand this phenomenon. Brand- A layman  perspective Brand is the proprietary visual, emotional, rational and cultural image that you can associate with a company or the product. Few examples will bring home the meaning i.e. Amul utterly butterly delicious; Coke – thanda matlab coca-cola; Pepsi – Yeh dil mange more; Kurkure- Masti bole to kurkure and Daewoo ka India. These examples convey one message that when people watch advertisement a connect is being created and result is that people go for experience of buying. People feel by using the brand they will portray certain traits or characteristics that otherwise they do not have. This generates a certain level of emotional affiliation and a sense of fulfillment. It is this emotional relationship with brands that make them so powerful. Advertisements enforces what exactly the brand stands for and what to expect by its consumption and above all what factors, features and attributes makes it better from competition. Advertisements along with other marketing efforts generate expectations and feelings in a customer and force them to think when they see or hear the brand name. This Thinking process and emotional bonding gets more mature and relevant when a celebrity endorses the brand. The subjective intangible feelings of a customer become objective and tangible in the form of celebrity and the level of expectations will rise. The customer will start to perceive himself in the reference frame of the celebrity after the brand or the advertised product has been purchased or consumed by him. Celebrity and a Brand Star power in India can be gauged by the successful endorsements done by Sharukh Khan (Pepsi, Hyundai Santro, Sunfeast, and Navratan etc.), Amitabh Bachchan, Sachin Tendulkar, Rahul Dravid, Hrithik Roshan and the others. The inevitable question is, if and how the lively interest of the public in the rich and famous can be efficiently and effectively used by companies to promote their brands and consequently to increase their sales revenues. This fact can be brought out by using certain examples i.e. Mr. Amitabh Bachchan promoting Cadbury chocolates after the fiasco of infestation when the image of Cadbury India went very low in the eyes of people. Soon the company found a perfect fit and a reliable celebrity to transmit the correct message and help regenerating the lost trust. The fit between the product and celebrity  is evident as Mr. Bachchan and Cadbury chocolates both have tested troubled times and still they stand tall and the love and trust they both share with the people al l across India. This is a live example of how a celebrity brought certain attributes to a product like chocolate. Actor Sharukh khan has also endorsed diversified products. His endorsement basket is ranging from Hyundai Santro to Sunfeast biscuits on one hand and from Compaq computers to Videocon electronics on the other. According to Advertising research companies both the actors are doing well and the ad spent on both by the companies is increasing at a phenomenal rate, so does their basket of endorsements. These actors bring reliability and trust in the brand and above all, they help in increasing the sales revenues. Celebrity endorsements are powerful, has become evident from the above two examples but, why is it so? This power is offered by the following elements, which also creates a Top of the Mind Position. * Instant Awareness, knowledge about the brand and easy recall. * Values and image of the brand is defined, highlighted and refreshed by the celebrity. * The celebrity adds new edge and dimension to the brand. * Credibility, trust, association, aspiration and connectivity to brand. * Belief in efficiency and new appearance that will result in at least trial usage. Understanding Consumer Behaviour Consumer behaviour is the study of how people buy, what they buy, when they buy and why they buy. It blends elements from psychology, sociology, sociopsychology, anthropology and economics. It attempts to understand the buyer decision-making process, both individually and in groups. It studies characteristics of individual consumers such as demographics, psychographics, and behavioral variables in an attempt to understand peoples wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. The study and knowledge of consumer behavior helps firms and organizations to improve their marketing strategies and product offerings. Following are the important issues that have significant influence on consumers psyche  and their ability to take decisions: †¢ The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products); †¢ The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); †¢ The behavior of consumers while shopping or making other marketing decisions; †¢ Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; †¢ How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and †¢ How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer. †¢ Their Age, Religion, Culture, Income, informal group and Referent Group. Understanding these issues helps us adapt our strategies by taking the consumer into consideration. Traditional Factors affecting consumer decision making There are several factors that affect consumers decision to purchase a brand and a product. These factors though at time are not very much visible but they make an impact and affects sales of a product or brand up to a great extent. The table below shows some of these factors. Impact of a Brand on consumer purchase decision Research studies have proven that known products and names are sold more than unknown ones. Therefore, a known brand or an optimally exposed brand will find more recognition and buyers in the market in comparison to completely unknown or unexposed brand. Recognition of brand and its significance along with the traditional factors plays a very significant role in consumer decision-making process. More or less every consumer has a brand preference and given the affordability and societal norms, each buyer would like to buy and consume one of the highly acceptable, recognizable, and reputed brands. The above given model explains the important role that a brand plays in three different stages of consumers purchase decision making. A consumer start collecting data or information about his favourite brand than he keeps his favourite as one of the alternatives and he evaluate his selected brand against all available options and on finding it suitable or best among all options based upon a qualitative and quantitative evaluation he will ultimately purchase the selected or favourite brand. The diagram above explains how various traditional factors along with brand preference interact during purchase decision process and finally results into a consumers final product choice or ultimate purchase. Celebrity and a brand Surveys suggest that compared to any other types of endorsers, famous people achieve a higher degree of attention and recall. They increase awareness of a companys advertising as well as help in retention of message in the psyche of the audience. They can also help the company in reducing their expenditure on Media and other forms of publicity. An example will bring more clarity, When S Kumars, a known textile brand entered into readymade garments business they used Hrithik Roshan, then the hottest advertising icon for their launch advertising for TAMARIND, now one of the premium readymade brands. They reckoned that they have spent 40-50 percent less on media due to sheer impact of using hottest star like Hrithik. The Ad recall was as high as 70 percent and the campaign can be termed as a great success. Celebrities also create positive feelings towards brands, connect user to brand and are perceived by consumers as more entertaining. Using a celebrity in advertising or for any, other type of communication for brand building is likely to positively affect consumers brand preference, brand attitude, brand association and purchase intentions. To ensure positive results, however, it is critical for advertisers to have a clear understanding of consumers reactions and reinforcement of celebrity endorsement. The impact of celebrity endorsement on any brand as well as on consumers purchase decision is very critical. Source Credibility Central goal of advertising is the convincing of consumers and persuasion to purchase, the ultimate objective, though not openly spoken, is to some how attract consumers to the market offering of the company, generating positive attitude, reinforce positive association and ultimately to generate sales,  may be a trial purchase. At later stages, the sponsor may work towards creating a brand loyalty but generating initial sales or increasing the existing sales is the primary objective. In this respect, the credibility of an endorser along with advertisement plays an important role in convincing the target audience of the attractiveness of the companys brand and generates sales. Pursuing a celebrity endorsement strategy enables advertisers to project a credible image in terms of expertise, persuasiveness, trustworthiness, and objectiveness. To create effective messages, celebrity advertisers also have to consider the attractiveness of the spokesperson. Source attractiveness refers to the endorsers Physical appearance, Personality, Likeability and Similarity to the receiver, thus to the perceived social value of the source. This behavior mainly goes back to halo effect, whereby persons who perform well on one dimension example: physical attractiveness or top professional performance, social status are assumed to excel on other levels as well i.e. happiness and coolness. This is evident from the use of Fardeen Khan, modern, dynamic, outgoing and smart personality for Provogue; he translates the modernism of the brand well. Titan uses Aamir Khan in his different avatars for communicating to the public that their watches are as reliable and passionate as Aamir is for films. Both Fardeen and Aamir carry the message well and enhance the credibility of the brand they endorse. Establishing a Perfect Match Research proves that a spokesperson especially for a service product or organization (ICICI- First Amitabh Bachchan, now Shahrukh Khan) interacts with the type of brand being advertised. These stars communicate the value of the product and transform an ordinary service into a miracle solution for all problems of an ordinary customer. According to Friedman and Friedman (1979), a famous relative to a normal spokesperson is more effective for products high in psychological or social risk, involving such elements as good taste, self-image, and opinion of others. Several research studies have examined the congruency between celebrity endorsers and brands to explain the effectiveness of using famous persons to promote brands. In India, a brand called Reid Taylor presented its perfect example when they first launched their advertising campaign featuring James Bond fame of the time Mr. Pierce Brosnan along with the tagline BOND WITH THE BEST but the James  Bond idea did not worked and the company was not happy with the results. After the debacle of the first campaign, company introduced a family ad where children are celebrating there parents silver wedding anniversary and they are out with their father to purchase a suit for him. Even this commercial did not work and it was taken off the air. As a last resort, company introduced Mr. Amitabh Bachchan as Reid Taylor man, a man propagating the brand for special occasion and for very special people in life. The commercial from the initial days got good response and did extremely well as people were able to connect with Mr. Bachchan and the values he was propagating. For the masses, there was a perfect match of an ideal Indian family man, a star and a good quality but bit highly priced brand reserved especially for special occasions and for very special people. Second example that can be quoted is of Vishwanathan Anand, who endorsed NIIT. NIIT adopted a very smart strategy by roping in Vishwanathan Anand an international chess wizard for their advertising campaign. As chess is considered to be a game full of strategies and a game for smart people and when one of the greats of the game is asking people to join NIIT it was suppose to have a positive influence on the people and actually it had. There was complete congruency and compatibility between the celebrity endorser, the product and the message. Contrary to only favorable outcomes, there are several examples where the product, even the entire campaign collapsed due to heavy weight celebrity as the agency or the ad failed to establish the relationship between the endorser and the product. Keeping the focus only on success, where the product and the celebrity were a perfect match, following are few examples: Celebrity Endorser Company / Product Amitabh Bachchan * Dabur * Cadbury * Reid and Taylor * Parker Shahrukh Khan * Santro * Videocon * Sunfeast * Pepsi Juhi Chawala * Kurkure Ustad Zakir Hussain * Taj mahal tea Aamir Khan * Titan * Coke * Toyota Innova Aishwarya Rai * Nakshatra * Lux Rani Mukherjee * Fanta * Nestle Munch Kajol and Ajay Devgan * Whirlpool * Tata Indicom The campaigns are not only basking with the glory of success stories, but there is considerable number of failures as well. Assuming that a person just have to be famous to represent a successful brand, however, would be incorrect and may turn out to be a very dangerous preposition resulting into a big calamity for the entire advertising campaign or the brand. Very well accepted and attractive super stars like Abhishek Bachchan and Amitabh Bachchan failed in turning their endorsements into success i.e. Maruti Versa similarly Virendra Sehwag also failed to deliver Reliance Telecommunication with the master stroke of his cricketing genius. Among the possible reasons identified by several authors, including overexposure and identification, the match-up hypothesis specifically suggests that the effectiveness depends on the existence of a fit between the celebrity spokesperson and endorsed brand. Empirical work on the congruency of brand with the celebrity often has concentrated on the physical attractiveness of the endorser. Results show that an attractive spokespersons are more effective in terms of attitude change when prompting brands that enhance ones attractiveness i.e. cosmetics; health drinks or fashion wear. Primary data states, for celebrity spokespersons to be truly effective, they should be knowledgeable, experienced, mature, and a bench mark in their respective field and qualified to talk about the product. Transferring the Meaning After watching an advertisement the consumers try to find the meaning of the advertisement and associate the same with the endorser and eventually transfer to the brand. To understand this phenomenon Mc Cracken (1989)  suggested a comprehensive model known as Meaning Transfer Model. This three-stage model suggests how the meaning associated with the famous person moves from the endorser to the product or the brand. Thus, meanings attributed to the celebrity become associated with the brand in the consumers mind. Finally, in the consumption process, the customer acquires the brands meaning. The third stage of the model explicitly shows the importance of the consumers role in the process of endorsing brands with famous persons. In contrast to anonymous endorsers, celebrities add value to the image transfer process by offering meanings of extra depth and power, what is complemented by their life style and personalities. Therefore, to transfer the correct meaning to the consumer the company should select a celebrity that will produce the most favorable response for consumers and for the purpose the celebrity should have, the appropriate set of characteristics and the public should be able to visualize and comprehend the same. The company should consider the consumers needs while developing their communication strategy and selecting an appropriate celebrity to transmit the same, i.e. Kurkure used actress Juhi Chawala with the punch line Masti Bole To Kurkure and the actress on screen and off-screen personifies the masti and helps the brand in communicating the same easily. Compatibility of the celebritys persona with the overall brand image is very important, as a celebrity imparts credibility and inspirational value to a brand and his or her image should perfectly match the brands image. A good brand campaign idea and an intrinsic link between the celebrity and the message are must for a successful campaign. Certain elements that generate a perfect match or compatibility between the celebrity and brand image are: * Celebritys fit with the brand image along with celebrity-target audience match. * Celebrity associated values and celebrity-product match. * Costs of acquiring the celebrity and his or her popularity along with controversy risks associated with the celebrity. * Credibility, availability and physical attractiveness of celebrity. The above points can be put to perspective by using two examples, first Kapil Devs Palmolive da jawaab nahin and second Nakshatras brand recall due to its endorser, the gorgeous Aishwarya Rai Bachchan. Both brands have edged out and carved out their niche in consumers mind due to image and credibility of their endorsers.  These were the cases of perfect match between the brand image and the image or persona of the celebrity endorser. Conclusion A brief assessment of the current market situation indicates, that celebrity endorsement advertising strategy can under the right circumstances indeed justify the high costs associated with this form of advertising. The use of celebrity for endorsements create a very favorable impact on the consumer and it creates a connect which forces a consumer to purchase a product. However, as several failures show, it is essential for advertisers to be aware of the complex processes underlying celebrity endorsement. It has been proved from the discussion that celebrity endorsements are a powerful and useful tool that magnifies the effect of a campaign but the word of caution to be followed seriously; celebrities alone do not guarantee success nor does a great advertising campaign or the best possible product. It is the combination of several factors and elements that work together for the success of a brand and its acceptance in the minds of consumers as well as for its market offering. Modern day consumers are well educated and smart, they know celebrities are being paid for these endorsements and this knowledge makes consumers rather more cynical about the product and celebrity endorsements. Majority of the consuming population also knows what is advertising and how it actually works and this knowledge of consumer makes the task of celebrity endorsement all the more difficult and challenging for the advertising companies and the sponsors. Indian companies both advertising and product offering companies have top make an effort to overcome this ever-mounting challenge. References * Aaker, David A. (1996), Building Strong Brands. New York, NY: The Free Press. * Daneshvary, Rennae and R. Keith Schwer (2000), The Association Endorsement and * Consumers Intention to Purchase, Journal of Consumer Marketing, 17 (3), 203-213. * Friedman, Hershey H. and Linda Friedman (1979), Endorser Effectiveness by Product Type, Journal of Advertising Research, 19 (5), 63-71. * McCracken, Grant (1989), Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process, Journal of Consumer Research, 16 (3), 310-321.

Abraham Maslows Hierarchy of Needs :: Psychology Sociology Maslow Essays

Abraham Maslow's Hierarchy of Needs Abraham Maslow is known for establishing the theory of a hierarchy of needs, writing that human beings are motivated by unsatisfied needs, and that certain lower needs need to be satisfied before higher needs can be satisfied. Maslow studied exemplary people such as Albert Einstein, Jane Addams, Eleanor Roosevelt, and Frederick Douglas rather than mentally ill or neurotic people. This was a radical departure from two of the chief schools of psychology of his day: Freud and B.F. Skinner. Freud saw little difference between the motivations of humans and animals. We are supposedly rational beings; however, we do not act that way. Such pessimism, Maslow believed, was the result of Freud's study of mentally ill people. "The study of crippled, stunted, immature, and unhealthy specimens can yield only a cripple psychology and a cripple philosophy" (Motivation and Personality). Skinner, on the other hand, studied how pigeons and white rats learn. His motivational models were based on simple rewards such as food and water, sex, and avoidance of pain. Say "sit" to your dog and give the dog a treat when it sits, and-after several repetitions--the dog will sit when you command it to do so. Maslow thought that psychologists should instead study the playfulness, affection, etc., of animals. He also believed that Skinner discounted things that make humans different from each other. Instead, Skinner relied on statistical descriptions of people. Maslow's hierarchy of needs was an alternative to the depressing determinism of Freud and Skinner. He felt that people are basically trustworthy, self-protecting, and self-governing. Humans tend toward growth and love. Although there is a continuous cycle of human wars, murder, deceit, etc., he believed that violence is not what human nature is meant to be like. Violence and other evils occur when human needs are thwarted. In other words, people who are deprived of lower needs such as safety may defend themselves by violent means. He did not believe that humans are violent because they enjoy violence. Or that they lie, cheat, and steal because they enjoy doing it. According to Maslow, there are general types of needs (physiological, safety, love, and esteem) that must be satisfied before a person can act unselfishly. He called these needs "deficiency needs." As long as we are motivated to satisfy these cravings, we are moving towards growth, toward self-actualization. Satisfying needs is healthy; blocking gratification makes us sick or evil. Abraham Maslow's Hierarchy of Needs :: Psychology Sociology Maslow Essays Abraham Maslow's Hierarchy of Needs Abraham Maslow is known for establishing the theory of a hierarchy of needs, writing that human beings are motivated by unsatisfied needs, and that certain lower needs need to be satisfied before higher needs can be satisfied. Maslow studied exemplary people such as Albert Einstein, Jane Addams, Eleanor Roosevelt, and Frederick Douglas rather than mentally ill or neurotic people. This was a radical departure from two of the chief schools of psychology of his day: Freud and B.F. Skinner. Freud saw little difference between the motivations of humans and animals. We are supposedly rational beings; however, we do not act that way. Such pessimism, Maslow believed, was the result of Freud's study of mentally ill people. "The study of crippled, stunted, immature, and unhealthy specimens can yield only a cripple psychology and a cripple philosophy" (Motivation and Personality). Skinner, on the other hand, studied how pigeons and white rats learn. His motivational models were based on simple rewards such as food and water, sex, and avoidance of pain. Say "sit" to your dog and give the dog a treat when it sits, and-after several repetitions--the dog will sit when you command it to do so. Maslow thought that psychologists should instead study the playfulness, affection, etc., of animals. He also believed that Skinner discounted things that make humans different from each other. Instead, Skinner relied on statistical descriptions of people. Maslow's hierarchy of needs was an alternative to the depressing determinism of Freud and Skinner. He felt that people are basically trustworthy, self-protecting, and self-governing. Humans tend toward growth and love. Although there is a continuous cycle of human wars, murder, deceit, etc., he believed that violence is not what human nature is meant to be like. Violence and other evils occur when human needs are thwarted. In other words, people who are deprived of lower needs such as safety may defend themselves by violent means. He did not believe that humans are violent because they enjoy violence. Or that they lie, cheat, and steal because they enjoy doing it. According to Maslow, there are general types of needs (physiological, safety, love, and esteem) that must be satisfied before a person can act unselfishly. He called these needs "deficiency needs." As long as we are motivated to satisfy these cravings, we are moving towards growth, toward self-actualization. Satisfying needs is healthy; blocking gratification makes us sick or evil.