Saturday, August 31, 2019

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

Friday, August 30, 2019

Eminent Domain When Can the Government Take the Property of a Citizen Without His Consent?

Melanie Carter Political Science 2212 State & Local Government W01 Spring 2013 Eminent Domain When Can the Government Take the Property of a Citizen Without His Consent? One of the more controversial Government actions is its ability to exercise the power of eminent domain to take control of property that belongs to an individual or private entity against their will. â€Å"Eminent domain, broadly understood, is the power of the state to seize private property without the owner's consent† (WordNet).This paper will examine the elements of eminent domain and what protections are in place for citizens that may be effected by it, identify types of transactions that are typically involved and accepted in eminent domain cases and discuss what the citizens should expect to receive as compensation even though they have lost the property due to some of the broad definitions of the elements. Any time the government is taking the property of an individual, without his consent, it is a con troversial matter.Many politicians and citizens agree that it was necessary to establish a method of acquiring property for the needs of the common good of the community even when there is a lone hold out property owner. It has been held that the power of eminent domain can only be exercised after meeting the protection standards established under the Fifth Amendment of The United States Constitution. We have been conditioned through the media that the Fifth Amendment protects us against self-incrimination â€Å"I plead the fifth†.Self-Incrimination is an important aspect but most people don’t realize that the Fifth Amendment has a â€Å"taking clause† designed to protect the property owners. â€Å"No person shall be held to answer for a capital, or otherwise infamous crime, unless on a presentment or indictment of a Grand Jury, except in cases arising in the land or naval forces, or in the Militia, when in actual service in time of War or public danger; nor sh all any person be subject for he same offence to be twice put in jeopardy of life or limb; nor shall be compelled in any criminal case to be a witness against himself, nor be deprived of life, liberty, or property, without due process of law; nor shall private property be taken for public use without just compensation (United States Constitution Fifth Amendment). The Amendment initially only applied at a federal level until passage of the Fourteenth Amendment in which due process and equal protection were made applicable to the states.Taken at face value, the Fifth Amendment taking clause can be broken down into four basic elements: Nor shall (1) private property be (2) taken for (3) public use without (4) just compensation The first is private property, it is self-explanatory and the definition is fairly narrow today although its prior applications were more expansive for example one of the biggest issues with emancipation of slaves was the one time belief that they were seen as pr operty and not as individuals and this status protected the property owner.It was this view that brought about the Emancipation Proclamation and passage of the Thirteenth Amendment. Private property is defined as: Private property N-land or belongings owned by a person or group and kept for their exclusive use (Dictionary. com) The next element is the taking of the property. The property my be taken from the owner without their consent in order to make an improvement of some sort that will have a beneficial result for the community.It’s important also to note that property owner is not only in jeopardy of losing their property to the government but that it may lose to a private developer for the purpose of an improvement that might add value to the city for example in the form of taxes. In the case of eminent domain the property is taken without the consent of the owner of the property. If the owner were to consent or agree to a payment then it is simply a transaction and emi nent domain is no longer applicable.The third element is the requirement that the property is taken for public use and because of the definition applied for public use it is the most controversial. While the party who is surrendering his property under eminent domain will almost always be upset or offended, the remainder of the citizens will typically may not take issue with the process as long as they see the benefit for themselves and their communities. Improved infrastructure such as road building, bridge building, water shed protection and education are examples of these takings that are agreeable with most of the people.The broad definition of â€Å"Public Use† in Eminent domain cases as applied today: Public use n. the only purpose for which private property can be taken (condemned) by the government under its power of eminent domain. Public use includes: schools, streets, highways, hospitals, government buildings, parks, water reservoirs, flood control, slum clearance and redevelopment, public housing, public theaters and stadiums, safety facilities, harbors, bridges, railroads, airports, terminals, prisons, jails, public utilities, canals, and numerous other purposes designated as beneficial to the public (Hill & Hill).This broad definition was reviewed and established primarily based on two US Supreme Court cases. The first is a 1954 decision in the case of Berman v. Parker (Law. Cornell. Edu) and it was found that public use has a much more broad reach than simply building a roadway. In Berman, the case dealt with the District of Columbia Re-Development Act of 1945 and found it to be constitutional for the administrative agency to take the appellant’s building from him. The appellant owned property and used it for commercial purposes, to use urban slang, he was a â€Å"slum lord† and the agency wanted to re-develop the area.The Supreme Court agreed that it was reasonable to â€Å"eliminate and prevent slum and substandard housin g conditions—even though such property may be sold or leased to other private interests subject to conditions designed to accomplish these purposes† (Law. Cornell. Edu). After upholding the Re-Development Act, the definition of â€Å"public use† was expanded to cover the aforementioned â€Å"beneficial to the public†. Essentially the Supreme Court said that the requirements of the Fifth Amendment are fulfilled when the owner of the property receives his just compensation for the taken property.Berman remained the standard for 50 years, but it was not the final say of the US Supreme Court when it comes to defining â€Å"Public Use†. The next case would further expand on the public portion of the definition in 2004 with the case of Kelo v. The City of New London. In this case, the Supreme Court expanded on the earlier Berman decision. The City of New London had established a development plan that â€Å"projected to create in excess of 1,000 jobs, whi ch would increase tax and other revenues and would also revitalize an economically distressed city including its downtown and waterfront areas†Ã‚  (Minier, 2005).After buying most of the property necessary for the development there were a few â€Å"hold out† landowners who refused to sell their property. The city wanted to use the power of eminent domain to take possession of the properties that belonged the holdout owners. The Supreme Court set precedent when it found for the City of New London and refused to overturn the ruling of the Supreme Court of Connecticut allowing for property to be transferred to a private owner for the use of economic development, which would benefit the community and therefore could be defined as public use.This broadened the public use definition and has created a lot of controversy because it allows a for-profit, private entity to become the new owner of the taken property as long as it can be shown that the public will benefit. The use o f eminent domain for this purpose will often result in public outcry and protest because the citizens don’t agree with the encroachment by private entities much less the government. As an example, what if Ford Motor Company approached the City of Kennesaw about building a new manufacturing plant for its popular F-150 pick-up line.They are planning on creating 2,500 new jobs with the factory as well as relocating another 250 current employees to the area. Ford has acquired all the necessary parcels of land except for one house on one and a half acres that the owner refused to sell despite offers from the company to pay for the property and relocate the owner. The new plant would increase the tax base for the city and would bring people into the area into new homes (creating more business with construction) or into currently vacant homes.Under the broadened definition of â€Å"public use† the property could be taken by the city as long as just compensation is paid to the owner, and the city could then sell the property to Ford Motor Company to complete the project. The Final element of eminent domain is â€Å"just compensation for the property which has been taken† (Smith, Greenblatt & Mariani, 2011). The receipt by the property owner of this â€Å"just compensation† is what closes out the requirements under the Fifth Amendment of the Constitution.While the Berman ruling was significant towards defining public use, the Supreme Court felt it was important to speak of just compensation in its findings on the case. Just compensation is very subjective because usually the â€Å"hold out† property owner has established a value for his property that is not agreeable to the purchaser of the property; or in some cases the property has a â€Å"greater than cash† value to the property owner who is just determined not to sell it or have it taken away from him.Initially the government will initiate the process of acquiring the prope rty that they need to complete their project just as if they are attempting to purchase it as an independent buyer would. If there is a meeting of the minds and an agreement is reached the purchase is a simple procedure. The challenge comes in when the current owner and the government do not come to an agreement; it is at this point that the process of eminent domain will begin with the formal filing of a lawsuit by the government to take the property.It is also important to note each state has it’s own laws in regards to eminent domain; for example, in one state the government may be required to pay any legal fees assessed in the case. As discussed earlier, if the parties were to come to terms on a purchase then eminent domain would not be applicable. The owner has the right to just compensation which is compensation for property taken under eminent domain that places a property owner in the same position as before the property is taken see also eminent domain.NOTE: Just com pensation is usually the fair market value of the property taken. Since the definition of public use has been broadened it the significance of just compensation increases because it is the greater judicial measure of having met the requirements of the Fifth Amendment. Further, â€Å"The owner of property is entitled to be put in as good a position pecunuarily as if his property had not been taken†. Fair Market Value as applied within just compensation is also subjective and controversial.FMV (Fair Market Value) will consider current improvements to the property but it does not take into account sentimental value, historical significance, or future increase in value of the property. When addressing the just compensation issue the government usually has the advantage because if they have already decided to exercise the Power of Eminent domain then negotiations have usually ended and with the public use issue settled the property owner can only take the issue to court and hope f or a favorable decision and award through arbitration or the court process.While just compensation covers the property at fair market value it does not cover attorney’s fees related to the disputed acquisition of the property. The challenge here is that the family that has been displaced may find little satisfaction in being justly compensated (in the eyes of the government) for having their lives in an upheaval; their lives may be wrapped up in the community in which they have been rooted and eminent domain could cause an unjust hardship outside of the monetary issue. This is one of the examples that make eminent domain one of the most unpopular acts.The Power of Eminent domain plays an important role in our communities. Although the Fifth Amendment was designed to afford protection to the property owners that protection has been diluted through a series of court rulings that have broadened definitions and allow Eminent domain to work in the governments favor. Essentially th e government will prevail if it meets the four elements of the Fifth Amendment’s takings clause nor shall (1) private property be (2) taken for (3) public use without (4) just compensation.When deciding the next course of action the property owner should be aware these elements and also should consider the worthiness of the challenge. Currently the Atlanta Falcons, a private sports franchise, are looking for a new stadium that will be built and operated in a joint venture with the City of Atlanta through a government appointed agency, The Georgia World Congress Center Authority and just compensation will play heavily in the activities of property acquisition.There are two churches in the way of the proposed new stadium site, one of which wants to improve its standing and position and the other has age and historical significance. Friendship Baptist Church has historical significance in that it was started by slaves more than 150 years ago and is the â€Å"oldest black Baptis t church in the city of Atlanta† and many important events/institutions began at this church including the fact that Spelman College was founded in the basement of the church and Morehouse College held classes there (Proctor, 2013).At this point, Lloyd Hawk who is the Chair of the Board of Trustees for the church says that they want the significance of the church to continue to be at the forefront and they want some of the significance of the church, such as the Bell Tower, to remain but they are waiting to see what kind of offer they are going to be made. The other church, Mount Vernon Baptist, has conceded that they would sell and have stated that they want to do what is best for both the community and the church.There will be other property owners who choose to hold out trying to get the â€Å"best deal†. This matter will be a good, relevant case study in eminent domain because it will involve all aspects of the disputed issues including public money, public use, inc reased economic impact, and private corporate involvement. The bottom line is that in the case of eminent domain there is no clear winner and there may be a clear loser. In some cases it may be a good thing for all parties involved; perhaps the property owner has no ties to the property and is ready to get out.Taking payment for the property may be a way that they can walk away cleanly. But, the government, in my eyes will never be the loser because they will always get what they want. The homeowner may not want to surrender the property for any amount of money based on sentiment or any number of other reasons and being forced out of their gamily home is stressful. Or, the homeowner may feel that the financial (just compensation) falls short of their expectations or they may simply be greedy and want too much.In either scenario the homeowner is clearly the loser if they lose their home under circumstance that they feel are less than ideal if the power of eminent domain prevails. Bib liography Hill, G. , & Hill, K. (n. d. ). Retrieved from http://legal-dictionary. thefreedictionary. com/public use Minier, D. (2005). Kelo v. city of new london. Retrieved from http://www. casebriefs. com/blog/law/property/property-law-keyed-to-dukeminier/eminent-domain-and-the-problem-of-regulatory-takings/kelo-v-city-of-new-london/ Miriam Webster. N. p. : n. p. , n. d.Http://dictionary. findlaw. com/definition/just-compensation. html. Web. 04 Apr. 2013. . (n. d. ). Retrieved from http://www. law. cornell. edu/supct/html/historics/USSC_CR_0348_0026_ZS. html private property. (n. d. ). WordNet ® 3. 0. Retrieved April 16, 2013, from Dictionary. com website:  http://dictionary. reference. com/browse/private property private property. (n. d. ). Collins English Dictionary – Complete & Unabridged 10th Edition. Retrieved April 16, 2013, from Dictionary. com website:http://dictionary. reference. com/browse/private propertyProctor, A. (2013, March 22). Historic atlanta church si ts on proposed site of new falcons stadium. Fox 5 News. Retrieved from Historic Atlanta church sits on proposed site of new Falcons stadium SCEG. (n. d. ). Retrieved from http://www. columbia. edu/cu/cssn/expansion/ Smenkowski, B. P. (n. d. ). Retrieved from http://www. britannica. com/EBchecked/topic/206470/Fifth-Amendment/296512/Takings In text (Smenkowski) Smith, K. B. , Greenblatt, A. , & Mariani, M. (2011). Governing states and localities. (3 ed. , p. 439). Washington, D. C. : Cq Staff Directories.

Favorite Teacher

Hi! My name is Ameha Tsegai. My favorite teacher is Mrs. Magnusen. She is my favorite teacher because she has done a lot for me. She always makes teaching fun and easy. The students in her class learn faster because the way she teaches. I learn fast too because I am also in her class. She is a special teacher, and she is very nice and kind. She is a good teacher because she always makes sure everybody learned the lesson. If one student does not understand the lesson, she carefully teaches them until they understand it before moving on. She does that because she is trying to make sure every body in our class passes the CRCT. She is a really awesome teacher. She is my math and science teacher. I love those two subjects for two reasons. The first reason I like those two subjects is because their real interesting and fun; the second reason is because she teaches it! Another reason Mrs. Magnusen is my favorite teacher is because she knows my family and culture really well. She has also tried the cultural food that the people in the country that my parents were born make. Anyway, she is a one of a kind teacher. She is because she actually cares about if the students completely understand the lesson. Some teachers just teach the lesson and let the book teach them. Mrs. Magnusen goes beyond that point and does most of it on the board, while she’s explaining it. Mrs. Magnusen likes giving extra help to students. When a lot of students need extra help she goes on the computer, finds something that explains our lesson, and pulls it up on the promethean board. That actually helps the students in our class because it explains the lesson step-by-step. The students can take notes on what the board is saying and study it for the next test. That way more students could pass the tests. Mrs. Magnusen also makes the class laugh. That is another good reason for her to be your favorite teacher. Sometimes in the classroom she makes jokes while no one expects it. I have one more favorite teacher. Her name is Mrs. Goff. She is also generous and kind. Her and Mrs. Magnusen are a lot alike.

Thursday, August 29, 2019

Discuss how mechanical engineering has helped the human race to Assignment

Discuss how mechanical engineering has helped the human race to develop - Assignment Example Among the aspects of human lives, that mechanical engineering has influenced includes transportation. Throughout the history of humans, the transportation of products to the commercial centers was one of the biggest challenges to the development and faster civilization of humans. However, with the discovery of mechanical engineering, humans have fast tracked developments in communication and transportation technologies thus developing stronger economies of the contemporary society. Introduction Mechanical engineering began in the 18th century in central Europe during the industrial revolution. The wave of industrial revolution in Europe influenced numerous discoveries with the view of increasing the use of machines to replace the extensive human labor that had preceded the agrarian revolution. Humans thus concerted their effort in determining the best ways of harnessing heat energy and using it to run machines. Among the several areas, that humans concentrated on was transportation. Humans had tried developing faster and easier ways of transportation to help facilitate the movements of both people and products. After the invention of the wheel much earlier, humans concentrated on inventing ways of propelling the wheel and using it to facilitate transportation. Through mechanical engineering, humans discovered the use of fossil and among other fuels to produce heat capable of propelling engines. The invention of automobiles, ships and airplanes in the modern societies origi nated from the concerted efforts of such early mundane mechanical engineers as Isaac Newton and Archimedes to explain some of the developments in the field. Integration and interaction were and still are essential psychological concepts that have influenced every aspect of humanity including politics ad economy. Humans needed effective and efficient ways of transporting their products to the market. This was essential for survival since after the agrarian revolution, the climatic disparity resulted in different regions producing specific products. Humans therefore needed effective platforms to trade their products thus develop stronger and more cohesive societies. Additionally, humans had invented and started using some of the basic tools such as hoes and ploughs during the agrarian revolution. With such basic knowledge on the use of tools, humans therefore sought to incorporate the use of machines to pull carts and wagons. With the invention of mechanical engineering, humans could therefore begin developing machines capable of increasing the efficiency of the previously existing tools. The development of effective means of transportation led to the faster industrialization of the European economies. The basic knowledge of propelling motors with fuel is fundamental in the design of motor vehicle among other machines that operate on motion and movable gears. Mechanical engineering aided the discovery of effective means of turning fossil fuel into heat energy thus operating the machines of the basic principles of mechanical engineering (James, 1987). The principles include mechanics, kinematics and thermodynamics among many others. The principles incorporate the use of heat to propel gears and levers to facilitate the movement of specific parts of the machines thus resulting in the movement of the entire machines as in the case of cars, ships and airpl

Wednesday, August 28, 2019

Euro-civlization Essay Example | Topics and Well Written Essays - 1250 words

Euro-civlization - Essay Example Thus Pope Boniface VIII was tried posthumously for apostasy, murder and sodomy. The Templars were tried as Devil-Invoking heretics. Anyone who could actually read so-called witchcraft texts was often suspected of being in league with the Devil merely because they were literate. Thus the elite were in some way condemned by the spread of a popular culture of fear regarding witchcraft. The "Caroline Code", the basic law code of the Holy Roman Empire (1532) imposed heavy penalties for witchcraft. As society became more literate (due mostly to the invention of the Printing Press in the 1440s), increasing numbers of books and tracts fuelled the witch fears. More people were becoming literate, books were cheaper to print and thus became available in greater numbers and were within reach of more of the population. Witchcraft was thus more likely to occur within the logic of the Witch Craze mindset. A sense of community, both within the wide context of countries and within local areas, was starting to break down because of the growth in a peculiar kind of paranoia. In 1630 the nuns of Loudun provided an interesting view of the Witch Craze and the extremes to which it could go. The nuns conspired to accuse Father Urbain Grandier of witchcraft by faking symptoms of possession and torment. They feigned convulsions, rolled and gibbered on the ground, and accused Grandier of indecencies. Grandier was convicted and burned at the stake. But after his death, and thus after the plot had succeeded, the symptoms of the nuns only grew worse, and they became more and more sexual in nature. This shows the degree of mania and insanity present in such witch trials. Community had often broken down into a series of groups that were always suspicious of others and afraid of being accused themselves. The breakdown of community reflected the wide rift that occurred during the period between Catholics and Protestants. Catholics often accused Protestants of witchcraft, such as when the Jesuits pursued them in Austria for a hundred years after 1560. Protestants in turn did the same, such as occurred during Henry VIII's reign in England in the 1500's. Thus "witch" was used convenient label that could be used as a tool against one's enemies, political, cultural or personal. 2) Language itself-as I have so often mentioned- is a primary source of information about its author's attitudes towards phenomenon described. Do a literary deconstruction of Las Casas' language by making two lists of metaphors- one for Spaniards, the other for Indians- as these appear in his text. It is the tension between theses two sets of images which creates the dynamism in this text. Pay special attention to gender as you do this. Who is masculine, who is feminine and what are the implications thereof Consider the following section from Los Casas' description of the Spanish treatment of the Indians in Brief Account of the Devastation of the Indies (1542): Yet into this sheepfold, into this land of meek outcasts there came some Spaniards who immediately behaved like ravening wild beasts, wolves, tigers, or lions that had been starved for many days. And Spaniards have behaved in no other way during tla! past forty years, down to the present time, for they are still acting like ravening beasts, killing, terrorizing, afflicting, torturing, and destroying the native peoples, doing all this with the strangest and most varied

Tuesday, August 27, 2019

Banksy in 'Exit ThroughThe Gift Shop 'Film Essay

Banksy in 'Exit ThroughThe Gift Shop 'Film - Essay Example Maybe Thierry became a bit arrogant when his hero Banksy suggests to him to focus on his own art and leave the film for him to finish. I think Banksy said that to gain control over the documentary as he wanted to make it into a real film, and not just a picture collage like Thierry’s effort Life Remote Control was. But Banksy didn’t foresee that Thierry would get crazy with his own ambitions and organised a massive exhibition with work he didn’t produce himself, but making a lot of money with it nevertheless. It’s ironic how this fateful event gave the documentary itself a new direction, or story to tell. But documentaries are about real life and life is unpredictable. This means a documentary can turn out differently than the filmmaker initially imagined it to be. I think this is what happened to Banksy. He seemed to be annoyed of Thierry making money, and pretending to be an artist, which is understandable, especially as Banksy is a great and innovative artist himself, who worked hard for his success and therefore deserves it. However, he also shows sympathy for Thierry (by explaining that his compulsive filming relates to him losing his mother as a child). I believe that Banksy didn’t mean to ‘destroy’ Thierry’s reputation, but to show that our society accepts art too easily as art, without questioning the artist and his real motivation. By doing this, Banksy also introduced a new style to documentary filmmaking-the object becoming directly involved in the filmmaking process. It will be interesting to see if other artists (including musicians, actors, filmmakers etc) who are subjects of documentary films will take a more active part in the filmmaking processes in the future. Banksy's Exit Through The Gift Shop – The Director's Role in a Participatory Documentary Film Exit Through The Gift Shop is a story full of irony and role reversals between amateur documentary filmmaker Thierry Guetta and accl aimed street artist Banksy who during the filmmaking process discloses Guetta to be an obsessive copycat artist. The film's narrative starts with portraying street artists and Banksy at work. The focus shifts onto Thierry's mission to become a successful artist himself when Banksy consciously initiates a role reversal from being the subject of the documentary to becoming its director. Film theorist Bill Nichols explores the influence documentary films can have: â€Å"Documentaries of social representation†¦are intended to have an impact on the historical world itself and to do so must persuade or convince us that one point of view or approach is preferable to others† (3). Banksy's move to take the camera from Thierry and turn it on him is therefore clever and calculated. By taking control over the filmmaking process, Banksy could fulfil his own agendas regarding the messages he wanted to convey to an audience. To achieve this, Banksy successfully combined several documen tary filmmaking techniques as defined by film theorist Bill Nichols (33): the ‘participatory mode’ (director being part of the action), the ‘expository mode’ (using so-called 'voice-of-God' narration) and the ‘reflexive mode’ (revealing and reflecting on documentary film-making practises that are usually hidden from an audience).1 I identified Banksy's four main agendas / messages he aimed to convey

Monday, August 26, 2019

Power Relations Effect Different Actors in A Supply Chain of Oil Essay

Power Relations Effect Different Actors in A Supply Chain of Oil Industry - Essay Example In his article, he considers Michael Porter’s concept and argues that this model, while it may seem when considered from a business manager point of view, seems to work but fails in terms of wider economics because, in real economic structures, other factors such as power play and influent has an effect on the value chain (Henderson, 1999). Oil supply has had a history of the power play as seen in the example of the seven sisters who were a consortium of seven companies based in the Middle East and who dominated the oil industry for over thirty years since the 1940s. Countries have vested interest in oil supply chain as a way to make sure that they can be able to sustain their economies (Bridge & Le, 2013). According to oil and energy experts, over ten calories of oil energy are used for the production of just one calorie of food energy. The energy in form of fertilizers, energy for farm equipment, chemicals packaging for farm pesticides etc also adds up to over ten calories o f energy to produce just one calorie of food. The same oil is also needed to power other areas of the economy, such as transportation and communication equipment. In most countries, the defence department depends on oil for over 70% of its operations. This leads to the concept of energy security. Energy security refers to the security related to the availability, or lack thereof, of oil energy. This brings in a lot of power play in the supply chain. The role of political power in the oil supply chain is much that there is even speculation that the reason why the United States has continually attacked the Middle East is for the purse of getting the oil reserves in this region. The same theory has been applied in the attack and killing of the leader of Libya, Muammar Gadaffi. Whether these conspiracy theories are valid or not, the truth remains that political power play is a major factor in oil supply chains.

Sunday, August 25, 2019

Problems In Adulthood Essay Example | Topics and Well Written Essays - 1500 words

Problems In Adulthood - Essay Example From this discussion it is clear that the problem between generations is one which is immemorial. â€Å"No generation has a complete grip on the imagination and work of the next one, not mine and not your parents’, not if you refuse to let it be so.† Today’s seniors have a set of principles which was once considered to be the basis for human existence. However, these ideals are constantly changing, so that these principles are no longer fundamental. New ideas are constantly taking the place of old ones. This is sometimes seen as a detriment for seniors, as they cannot accept the new ideals of the younger generation.   In order for there to be a functioning society, there should be a balance between old and new principles. However, this balance has been elusive.This research highlights that  the problem between competing ideals of different generations is not new.   It has existed since time immemorial. It can be seen on the micro level in families, as the e lder wants to instruct the children on what is best. The children, for their part, want independence from their parents, and want to show that they can make it in life without the support of their parents.   This gap is widening, not narrowing, as the culture rapidly changes and the economy becomes more global and complex. The younger set changes because they are influenced by the world around them.  The generation gap is made worse by the fact that the parents are increasingly more into earning money than talking with their children.

Saturday, August 24, 2019

My Role as a Facilitator During Group Discussions Essay

My Role as a Facilitator During Group Discussions - Essay Example This paper is essential in every aspect of my academic life as it unearths my role as a facilitator during our group discussions this semester with my roles during such learning processes clearly highlighted. Individual group learning stems from the fact that as learning process becomes significant to the learning process, significant attempts shifts the learning process from the instructor’s perspective to a student learning characteristics with emphasis on an individual’s ability to organize and sustain a learning process for knowledge acquisition and learning management. (Duncan, 2006) My earlier pre-college life offered very little meaning as to what Occupational Therapy (OT) really entailed. In my wild thoughts, I had always thought of Occupational Therapists as individuals with no clearly defined role often taking up counseling roles to justify their qualification in the field. Having enrolled for an OT has indeed changed these preconceptions. Ideally, I had never experienced group learning or group facilitation as a teenager and my earlier experiences worked very little for me to improve on that general perception and so I was somehow nervous on how to set the ball rolling in motion. The College of Occupational Therapists, (COT) views â€Å"people as occupational beings† and that the discipline empowers people to fulfill or enhance their role as occupational beings. (Sabonis-Chaffe & Hussey, 1998) Within this regard, Occupational therapists ‘promote function, quality of life and the realization of people’s potential in experiencing occupational deprivation, imbalance or alienation† (COT, 2009) through collective efforts of persons. I had never had an experience towards group work and influenced what impact this would have had in my presumed social functions as an occupational therapist. My reflective interest in group facilitation derived from a creative group conducted during my course placement. Reflection, in es sence, is an old phenomenon; investigative studies by Boud, Keogh, and Walker argued that reflection is essential as it enables people to focus on their learning and experiences thus creating a new informed conceptual framework of understanding. Subsequently, group leadership assists members to capitalize on the various skills, ideas, and talents that exist among the group members for goal formulation and achievement. Putting together my leadership skills and learning process during the therapeutic classes, I facilitated a creative brainstorming session to reflect upon various issues in occupational therapy and group dynamics.  Ã‚  

Friday, August 23, 2019

Starting a Computer Retail Business Overview Assignment

Starting a Computer Retail Business Overview - Assignment Example The corporate structure that the company selected is corporation. The company selected the corporate business structure because the firm plans to establish retail establishments across the United States. The corporate business structure can be used to raise capital faster. The customers the firm plans to target are computer enthusiasts of all ages. The firm will be competing against large and small computer vendors. To achieve the company’s goals the company plans on becoming a publicly traded corporation listed in the New York Stock Exchange (NYSE). The firm plans on using a customer intimacy model to increase the customer retention of the firm. Customer retention is important because based on Pareto’s 80/20 rule 80% of a firm’s sales comes from 20% of its customers (Reh, 2012). The firm will also maintain good working relationships with other stakeholder groups such as employees, lenders, and suppliers. The long term plan of the company is to become one of the industry leaders in the computer

Thursday, August 22, 2019

Religious Influence on Japanese Art Term Paper Example | Topics and Well Written Essays - 1500 words

Religious Influence on Japanese Art - Term Paper Example Japanese art spans a wide range of media and styles including ancient pottery, wood and bronze sculptures, silk and paper calligraphy, ink painting and performing arts (Nobutaka 52). Japan has historically been subjected to invasions by new and alien cultures, ideas and religions. As the Japanese assimilated and imitated the foreign cultural and religious elements, their forms of art also took a shape influenced by the changes (Tsutsui 104). Although a majority of Japanese people are not exclusively identified as adherents of a certain religion, the strongest indigenous religion is Shinto (Sokyo 89). Buddhism and Confucianism strongly influenced prehistoric Japanese art. It was a representation of nature in a spiritual perspective unlike the secular perspective of scientific realism (Abe 64). Shinto, a form of nature worship has existed from ancient Japan (Sokyo 89). It means the way of the gods. A kami is a Shinto deity (Sokyo 90). Through Shintoism, the Japanese worshipped spirits thought to inhabit in natural phenomena like waterfalls, rocks and mountains. The kami were not initially represented symbolically, but rather, their perceived habitats were demarcated. However, with the adoption of the developed Buddhism and Confucianism styles of art, the Japanese people were prompted to introduce art into Shintoism, creating Shinto sculptures and paintings (Sokyo 101). They also created artifacts used in worship that symbolized kami. These were mostly in the form of protective items and amulets. The protective items and amulets used in the ancient Shinto religion were also a form of art (Sokyo 101). They used small wooden plaques called Ema to write and draw pictures of their wishes and placed them in shrine grounds for the wishes to be fulfilled by the deities (Abe 55). Of uda were religious talismans curved out of wood or formed from paper and metal, with names of kami inscribed on them for delivery of good luck. Paper modeling may also be traced back to daruma, which are paper doll representations of Bodhidharma, an Indian monk (Sokyo 101). The Shinto faithful used them to forward wishes to the kami. Another form of paper modeling is the inuhariko, a paper dog used to pray for good births. The Shinto also molded earthenware bells in the form of zodiacal animals called dorei, for use in prayers for good fortune. In Shinto architecture, the earliest shrines constructed to house ancestral spirits are a suggestion of the outline of single dwelling homes in ancient Japan. Similar to the ancient Japanese domestic homes, the shrines were entirely wooden (Sokyo 102). Japan’s relationship with Korea and China paved the way for the infiltration of artistic techniques and styles (Tsutsui 111). As Buddhism moved from Korea to Japan with it came artistic influences such as Buddhist texts, architecture and icons (Sugimoto 230). Art and craft specialists also migrated to Japan from China and Korea and participated in creating the new arts. With the introduction of Buddhism in the mid 6th century, Buddhist temples and Shinto shrines began to incorporate the same architectural designs. The structure of the Shinto shrines got more elaborate under the Chinese and Korean influence (Sugimoto 230). Since shrines also reflected family dignity, the designs were commissioned by noble families and many more structures were built in Nara and Kyoto cities (Sugimoto 231). Buddhist art in Japan is categorized into periods or eras. It shaped Japanese art from the 6th to the 16th century (Tsutsui 109). The Amida sect of Buddhism laid the foundation of Buddhist art in Japan. Prince Shotoku encouraged Buddhist art in the Suiko period while Emperor Shomu encouraged it in the Nara period of 645 to 784. In these eras, indigenous Shinto arts were taking the shapes of Buddhist arts and architecture, and the demand for Buddhist paintings increased among the wealthy Japanese