Ch12 - ismg3000 Essay Example | Topics and Well Written Essays - 750 words

Ch12 - ismg3000 - Essay Example As planned, and upon communicating with the IT personnel, it was disclosed that the strategy would be to continue with their intention to mirror out the site with the use of current development files and eventually run it as efficiently as possible without shutting the organization. Likewise, the plan necessitates communicating the step-by-step process intended by IT to intensify security measures with the goal of preventing the intrusion that happened. As revealed, they must communicate their courses of action regularly with the CEO, Carl Williams, and with the rest of the firm to regain their confidence, as required. perfect sense in a world of instant information access. It presupposes that the staff would gather all the relevant information and details that is deemed crucial in resolving an identified problem. As such, it also takes into consideration that an extensive and comprehensive analysis has been done in-depth to enable the staff to select the most effective recommendation given that it would be the most beneficial for the organization. The contemporary world that provides immediate access to information is conducive to this doctrine as it enables the personnel to collect as much useful information as possible. Only when the report has been completed in greater detail and in full disclosure, should the approving authority, a CEO, in this situation, would be needed to either approve or disprove what has been proposed. From previous chapters, it was explicitly revealed that the CEO does not want to be bypassed, especially when there are relevant concerns that need to be elevated to the Board. If Baron would bypass Williams, the move would cause tremendous strain and earn the ire of Williams. In the current situation, Barton must regain William’s confidence in him and what good he can do for IT and for the organization, as a whole. By bypassing the CEO, it would send the message that

Effect of Product Placement in Films

Effect of Product Placement in Films CHAPTER II: Literature Review Product placement Product placement in movies is no new phenomenon as Lehu (2007), describes product placement as the location or more accurately the integration of a product or a brand into a film or televised series. This form of advertising has been around for sometime although its not traditional advertising it speaks to an audience in a different form of communication which is either in your face or subliminal messages. Product placement comes in a number of different forms including visual, audio and a combination of the two combined. Visual product placement Is a visual representation of a brand in a movie, This includes strategically positioning a brand in the background or being used by the actor of a scene, displaying a billboard or some other form of visual advertisement in a scene, and any other visual representation of a brand-name product without any relevant message or sounds on the audio track which draw attention to the product (Gupta Lord, 1998). An example of this is Daniel Craig u sing a Sony Vaio in the movie Casino Royal (2006). See Appendix A. Audio representation of a brand can be the mention of the product in script but not necessarily shown on screen for example the movie Wall Street (1987) where Martin Sheens character says to a server, Get this kid a Molson Light (Gupta Lord, 1998). In combining these two formats Gupta and Lord (1998) defines audio-visual placement as the visual appearance of a brand with a verbal mention of the brand name or a brand- relevant message for example The Bellagio Hotel in Las Vegas is seen and talked about in the movie Oceans eleven (2001) (Lehu 2007). Product placement, as a marketing tool, has many advantages due to its captive audience, the social nature that it is being viewed in and the lack of clutter, such as other advertisements (Dunnett Hoek, 1996). This form of communication is described as being an effective technique as Jhonson (2009) explains For subliminal suggestion to be effective an individual must be relaxed and open to suggestion. The subconscious mind is more open to suggestion when a person is relaxed. This practice has not gone without controversy, however, as its use is often debated by moviegoers and media experts. While some moviegoers feel that the use of product placement enhances a film by adding to its realism (Govani 1999). Others see the practice as an invasive one that sews itself a new seam in the blanket of brands that covers a strong consumer-based society (Phillips Purdie 1993). Some supporters of the practice argue that product placement allows them to relate to the characters (DeLorme, Reid, Zimmer, 1999) Product placement strategy Strategy Dates back a few decades, in an example where Joan Crawford is drinking Jack Daniels whisky in the 1945 production Mildred pierce (Wasko 1995). Back in these earlier times product placement was a casual affair, property masters would contact a local Jack Daniels distributer asking for the product to be used in the film. Today the product placement is more deliberate and sophisticated, Divisions dedicated to paying to have their goods inserted strategically into movies are of the norm for large corporations this is to gain access to what is seen as a glamorous medium with a relatively captive audience. Coca-Cola and Pepsi are amongst a number of companies who have formed in house divisions dedicated directly to product placement or Hollywood advertising (Wasko 1995). The belief of companies associated with product placement is that if a movie grosses $50 million, the advertiser has reached an audience of 13.7 million in theatre viewers, assuming this the movie will likely sell in DVDS/Videos adding additional impressions per placement along with celebrity credibility bought by the use of the product. (Wasko 1995). Kardes (2008) adds to the argument by stating that When a brand is shown in a movie it is definitely seen but a broadcast commercial can be skipped via the fast forward button on a DVR. However narrative coherence can be disrupted by strategies used to market products. Music videos related to films is used as an example The promotion of some features is helped by the use of videos featuring music from the film, examples include Flashdance (1983) , Footloose (1984), Purple Rain (1984), staying alive (1983) and The Bodyguard (1992) (King 2002). In these films the excess created by the conjunction of music and image creates a module separa te from the narrative, working against the sequential structuring of the film. Product placement within the Hollywood film industry Product placement increased dramatically since the appearance of Reeses Pieces in the 1982 Movie E.T: The Extra-Terrestrial caused the sales of the product to increase by 68%. (Balasubramanian et al 2006). Today product placement in movies is highly noticeable. In the film Minority Report (2002) at least 15 brands where placed, including Nokia, Pepsi and Lexus. In Die Another Day (2002) there were cameos from Jaguar, Aston Martin and Thunderbird, which are all owned by the Ford motor group (Jobber 2004). However alongside soft drinks one of the most common products placed in movies are cars. BMW invested ÂÂ £20 million on the placement of its Z3 roadster within the movie Goldeneye (1995) and the use of other advertising media to support the placement and create awareness (Fill 2005) Gupta and lord (1998) focus on studies concerning recall of brands placed within movies that have been undertaken; they found that prominent placements achieved higher levels of recall. Morton and Friedman (2002) mention that any contact with a brand in a film will help influence purchasing decisions. It is argued by Joachimsthaler and Aker (1997) that visibility of brands are underestimated as it signals leadership, quality and success, people like to know brands even if they have never used them. This appears to indicate that the primary benefit of placement in movies is the increase of brand recognition. Consumer behaviour Consumer behaviour is the study of individuals, groups or organisations and the process they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. (Sharma, A. 2006). The study of consumer behaviour helps organisations improve their marketing strategies by understanding the psychology behind consumer thoughts, feelings and by understanding his or her environment all which have an effect on the action towards a brand or product. Tyagi and Kumar (2004) state that there is a relationship between consumer behaviour and his attitudes, communication with him and how to motivate him. Family, social and cultural dimensions of consumer behaviour have a role to play. Product placement isnt about sales its about brand awareness claims expert Samuel Turcotte. (Galician 2004). Whilst awareness may be generated attitudes and perception also start to form towards the brand. Attitude formation can be on the bases of cognitive responses to stimuli or information of other sources; cognitive thoughts are responses we have to a communication. Positive thoughts will generally have a positive affect on attitudes whereas negative thoughts will have negative attitude formation (Hoyer Macinnis, 2008). Age has another implication on attitudes and perceptions of product placement. In their 1999 study, DeLorme, Reid, and Zimmer interviewed younger audiences (aged 18-21) and older audiences (aged 35-48) in a bid to compare different views on product placement. A number of focus groups resulted in the finding of distinct and diverse perspectives among many of the study samples. According to their research, (DeLorme, Reid, and Zimmer 1999) found that older audiences generally perceive product placements as implications of a changing society and the current use of product placement was an indication of a major cultural shift, according to the study older moviegoers associated brand props with feelings of insecurity, frustration, and fear of change (DeLorme, Reid, Zimmer, 1999, p.24) various examples of such feelings were provided. On the other hand younger moviegoers perceive product placement as Associated with an invitation to cultural belonging and feelings of emotional security. (De Lorme, Reid, Zimmer, 1999, p. 28) The younger generation grew up in a consumer-based society that is bombarded with advertisements and other promotional items, the younger generation does not generally place a heavy emphasis on product placements. However viewers are generally positive about the placement of product in movies. GÃÆ'Â ¼nnemann (2008) explains that product placement for the automobile industry can positively affect consumers perception of certain automobile brands image as a purchasing factor. He also looked at preference of product placement over advertising for automobiles, which showed European consumers have greater preference of product placement than their American and Asian counterparts where as American consumers on the other hand are the strongest proponents of product placement being more authentic than advertising, whilst Asian consumers have the lowest value in both categories. A study by Nebenzahl, Secunda (1993) on the attitude of film audiences showed that the majority of those interviewed preferred product placement over other forms of promotions because it was unobtrusively integrated into the film. The small minority who object are on ethical grounds. They perceive product placement as a clandestine approach which deludes the consumer and they believe this practice should be forbidden. (Pattyn, 2000). Brand Association: Contexts and Celebrities Williams (2004) shows that placements are contextually integrated and therefore are non-invasive, placement are therefore seen as an experience rather than an advertisement. Contextual integration can be achieved by product placement through character development and plot advancement in films, and product placement can also offer the chance of celebrity endorsement. Nelson and McLeod (2005) show that the credibility of an advertisement depends on the sources credibility; differing views on differing sources can alter the way in which a brand is perceived. The use of celebrities has the ability to influence the source credibility of a brand (Sawyer 2006). This can be achieved by tapping into the celebritys equity (Zyman 2002). Such use of celebrities or actors enables their personality to rub off on the product. (Rust and Varki 1996). This will have the effect of enhancing the brand personality. The use of a highly credible and recognised person can therefore influence levels of exper tise and trust worthiness. Ohanian (1991) found that the perceived expertise of celebritys actually increased purchase intentions, even though the celebrity may have no actual knowledge of the product. It appears here that the product placement allows the attractiveness of a brand to be increased through association with a particular individual, even if that individual would have little actual knowledge or expertise in relation to the product or brand. Ethicality behind product placement Gupta and Gould (1997) define ethically-charged products (or emotionally charged products) as products which especially arouse ethical concern and differences across consumers regarding their marketing and consumption the practice of product placement is sometimes referred to as unethical since audiences are rarely informed that they are watching paid advertising when they presume they are watching creative programming playing on peoples susceptibility (Plaisance 2009). The common ethical concern in many articles is the notion that product placement constitutes a form of subliminal advertising, since products are integrated into films, but no disclaimer is present that warns the viewer of any form of advertising in the film (Gupta Gould, 1997; Snyder, 1992; Nebenzahl Secunda,1993). The practice of product placement could be described as misleading as advertisers interest and intention to influence the viewer may be concealed behind something else, in the case of movies, the context of the story. Among the most controversial subjects, however, is the use of ethically-charged products in film. The most common discussed are the use of cigarettes, alcohol, and guns, this due to the potentially harmful implications their exposure can have on someone. A 1997 study shows some individuals impressions of such placements in films. The study measures undergraduate college students views regarding the acceptability of placing cigarettes, alcohol, and guns in movies. Results indicate that the acceptability of cigarettes, alcohol, and guns are 41.3%, 60.3%, and 38.7%, respectively (Gupta Gould, 1997). There is much concern over cigarette brands being placed in movies, a common argument cites a mandate made and enforced by the United States Surgeon General. It requires that all cigarette ads feature a health warning, making known the products potential hazards to the viewer. Surgeon General health warnings, however, are not found on films that feature these placements (Basil, 1997). Another common concern is that the use of these products will encourage the movies viewers to adopt smoking as a habit. (Basil 1997) and Everett, Schnuth, and Tribble (1998) cite Social Cognitive Theory in their respective articles. This states that through observation we learn a lot. Since moviegoers are actors smoking cigarettes (and in some cases adopting specific brands), and since this is usually portrayed in movies as glamorous the moviegoers may possibly be drawn to the habit (Basil,1997; Everett, Schnuth, Tribble, 1998). Research objectives Investigate attitudes, perceptions and beliefs of viewers towards products and brands after exposure to product placement in movies. Analyse viewers opinions on the ethical issues of product placement in movies. Examine the role of products in movies as a strategic marketing tool. CHAPTER III: Methodology This chapter refines and justifies the methodology deployed in this study. The process for gathering data focused more on that of a qualitative strategy however a quantitative means was also implemented, with the focus on consumer research and understanding consumer thoughts and feelings. The research identified issues such as why consumers have the attitude or perception towards a product or brand which they have experienced through viewing product placement in movies, underlining issues such as acknowledgement, deciphering the message, and even perceptions and attitudes that are based on emotional and cultural feelings sometimes we have a favourable attitude toward an offering simply because it feels good or seems right (Hoyer Macinnis 2008). The quantitative approach was in the form of a questionnaire distributed to 18-25 year olds, the questionnaires allowed data from the focus groups to be tested and extended by from input from a wider range of participents, results are discussed in chapter 4. Qualitative approach Focus groups Focus groups are a form of group interviewing that allows data to be generated through the benefit of communication between research participants (Pope Mays). The qualitative approach was incorporated because of its ability to capitalise on group interaction that provided distinctive types of data. This study is based on consumer attitude and perceptions towards products placement and arising ethical issues, therefore it is only suited that this approach was used as it allows for deeper discussion to take place with point of views coming across from different backgrounds and cultural values and group norms are emphasised. using a qualitative focus groups would produce a greater depth of information rather than just relying on the questionaire with pre-determined responses The two focus groups were used to achieve the following: Investigate attitudes, perceptions and beliefs of viewers towards products and brands after exposure to product placement in movies. Analyse viewers opinions on the ethical issues of product placement in movies. Participants Two focus groups were conducted in an attempt to gather data on consumer attitudes and perceptions and the other on a discussion around ethics. Both focus groups followed the same procedure however groups were split into two, Group A and Group B. This was done to ensure that every subject got the chance to participate and wasnt overshadowed by the over enthusiastic; small groups offer more of an opportunity for people to talk and are more practical to set up and manage (Litosseliti 2003). 6 individuals were selected for each group, Participants from Both Group A and B were selected on the bases of being from different cultural backgrounds and being socially connected. This is because it is important to understand that cultural backgrounds can have an effect on opinions, and it maximises the possibility of exploring the subject from different perspectives (Kitzinger 1995 cited in Litosseliti 2003 P4). It was important for participants to be socially connected to ensure good group dyna mics, this helped the participants be more comfortable and open towards discussion. The selection criteria was18-25 male and females, Gupta and Gould (1997) noted that many products possess gender identifications (p.39). The researchers hypothesized that males generate more favourable responses to products that are depicted as possessing masculine qualities. Therefore the ratio of male to female will be 50:50. This will allow data to be gathered and discussed from both point of views. The advantages of focus groups as shown by Patton (1990) are the checking that takes place within the group that eliminates false views and it is easy to establish consistent views. Group A focused on discussion and questions targeted towards viewers attitudes and perceptions whilst Group B was a discussion on ethical issues. Both groups were shown two movies in one sitting this was time efficient as opposed to showing both movies twice. The movies shown were Iron Man 2 (2010) and Transformers (2007), the movies were chosen for the large amount of products placed with over 45 placements in each movie. The movies were shown in whole as opposed to clips containing products placed, this was to show the product placements in the context of the movie rather than showing clips where the products were dominant. Showing clips of the movie where products were dominant would have emphasised on the product this could have misrepresent the findings as the goal was to evaluate them within the who le movie experience. At the end of both movies the discussion commenced on consumer attitudes and perceptions with Group A, followed by the discussion with Group B on ethical issues. Participents were encouraged to use product placement in other movies as well as the two shown as examples for discussion if they could recall them and the discussion was not based entirely on the movies shown. This allowed participents to discuss product placement that may have been potryaed in a different fashion for example: the use of different actors, characters or setting. It was taken into consideration that the time difference between conducted Group A and B could have an impact on the level of debate given that Group B had to wait, however all participants were University students on the same campus and the study was conducted on University grounds giving the other group time to go elsewhere and continue with other activities whilst they waited. There were a set number of questions used for each focus group and Each individual was required to participate and provide some input to increase the depth of discussion. A simple format of question then discussion was used, questions that arose from discussion would keep the conversation flowing. Conversation flowed freely in order to discover what the subjects found to be interesting and to explore wider attitudes but conversation was re-directed by the moderator when it was felt to be unproductive or pointless (Bryman 2004). It was made clear to participants prior to the discussion that there was no right or wrong answer in an effort to remove social desirability, what the respondent thinks they should say rather than feel (Black 1999). Both discussions were recorded using a CD recorder and were later analysed with key points noted for each discussion. A full play by play transcription was not practical due to the large amount of dialogue and it is felt that a full transcript woul d have broken up narrative flow, however a shorter version of the transcript highlighting key points and questions asked is available in the appendix (())))) by noting key points only it is felt that analysing content is much easier, Bryman (2001) claims that transcribing and coding leads to a loss of context. Quantitative research Questionnaires Questionnaires allow the participant to respond to a set number of questions, questions can be open ended or closed ended, and for the purpose of this particular research aspect closed ended questions were used. A closed ended question is amicable when the dimensions of a variable have been diagnosed. Closed ended questions expose participants to the same response categories and allow standardized quantitative statistical analysis (Johnson Christensen 2010). The purpose of the questionnaire was to expand further on the data that was concluded from the focus groups (this will be discussed further in chapter 4). The questionaires focused on getting participant responses for the purpose of conformatory research (Johnson Christensen 2010) in which specific data from the focus groups was tested. This gave the results more creadability and the questionnaire would allow the study to benefit from areas of investigation that the focus groups may have failed to answer or provide enough infor mation on. 100 questionnaires were distributed around university campuses as this was the most convienent location to find participents that meet the 18-25 demographic, however it was guaranteed that that all participents would be of the age 15 questions were composed and pre, the questionnaire can be viewed in the appendix (p)))) One to one interviews Interviews will aim to meet objective The research method that will be used here is one to one interviews with either product placement agencies or companies such as Sony. These interviews will be telephone based as availability to meet face to face with businesses is a little tricky given the time frame. Given the tendency for businesses to turn down students the agency or business that is to be selected will depend on the rate at which each representative replies. The Interviews will allow these companies to convey product placement from a strategic point of view and explain the practice from their own situation, perspective and in their own words. The interviews are based on not only conversation of product placement but with an aim to generate responses from the interviewee on intended consumer behaviour. The procedure will be to follow a script for the interview investigation which can be outlined by characterising a methodological awareness of questions, a focus on the dynamics of interaction between interviewer and interviewee, and also critical attention to what is said. CHAPTER IV: Results, analysis and discussion Introduction This chapter will focus on presenting and discussing the findings from the research conducted. Due to the large amount of field work that was employed for the purpose of the study, results from both the focus groups and the questionnaires will be compared and contrasted leading to the denouement of the findings. Analysis will be based on the most pertinent data that was found. qualitative researchers needs to communicate the findings in an honest and systematic manner, disseminating the richness of the findings and hence the experience of the researchers. (Easterby-Smith et al. 2002). Discussion has been categorised in three sections, each section will address the research objectives of this study and how the findings have helped in achieving those objectives. Attitudes and perceptions towards product placement will be analysed and discussed first highlighting the points that were extracted from both quantitative and qualitative research, followed by the discussion on ethical issues towards product placement practice. Finally the interview with the industry specialist will be discussed, analysing the role of product placement in moves as a strategic marketing tool. The data that formed this discussion can be viewed in the appendix ( ) Consumer attitudes and perceptions The first area of study was the attitudes and perceptions of viewers between the ages of 18-25 towards product placement in Hollywood movies and the products or brands that are being placed. Brand recall The first focus group identified that it was hard to recall a lot of the products that were placed within the movies. It was felt that this is because of the large amount of placements in the movies to begin with. participants claimed that they could only recall the placements that were dominant and showed a stronger on screen presence than other brands or products. Amongst the placements that were most effective were car brands, it was made clear that cars were amongst the top to be noticed because its repetition in the movies made it a strong focus of the overall viewing experience. The most noticeable examples were Audi in Iron Man 2 and Cadillac in Transformers. brands in other movies were also identified as being memorable such as Toyota In fast and furious and Aston Martin in Die Another Day. Brands that somehow were incorporated into the story of the movie had greater recognition; this is because they stood out more. As mentioned in chapter 2, prominent placements achieve high er levels of recall in movies (Gupta and lord 1998). Other placements that were regarded as being effective in terms of prominence were those that had audio presence as well as physical, Oracle and Vanity Affair from Iron Man 2 where amongst the ones that were recalled. Participants revealed that the audio presence and physical presence (placement being used) generated more attention as opposed to having a brand name in the foreground. A combined 66%percent of the respondents to the questionnaire that was carried out following the focus group agreed that products stand out more when a character uses or mentions the product/brand (see table.1). Whilst the recall of a brand is an important factor in how effective the placement is, the pace or complexity of the movie can cause a distraction from the placements. The focus group suggested that some of the placements were lost due to the pace of the movies shown. One participant commented that placements in the background of slower paced movies were more effective than those placed in action movies or those with a faster pace. It was later commented that products placed within faster paced movies needed to be emphasised on more to be noticed. It therefore appears that the genre of the movie will have an effect on the product placement with in it. The research suggests that viewers will have difficulty to recall brands/products that are placed in the background or foreground of a fast past movie. However if a product is used or mentioned by a character then this increases the chances of the viewer recall. On the other hand placements within slower paced movies are easier to recal l increasing brand awareness. This indicates that positioning of the product is a valuable consideration when the goal is to increase awareness Attitude product placement The overall suggestion from this study in regards to attitudes towards product placement within the movie is that the group members strongly appreciated the presence of products within movies. The research suggests that viewers acceptability of product placement within movies is on the basis that it enhances the realism of the movie by combining products that are seen on a daily bases. One example of this found in the Movie Iron Man 2 with the insertion of CNN and Larry King, the focus group agreed that these placements gave them the feeling that the event of the movie was taking place in our world as appose to a fantasy setting. They felt that these types of placements amplified the movies realism. The group compared the differences between having placements in movie to not having any. The findings suggested that having no product placement or having fictitious products in a movie reflected on the setting of the movie, it would create a fantasy world for viewers which was fine if it was a movie in the category of Lord of the Rings or Avatar. Williams (2004) suggested that product placements are contextually integrated into movies. Therefore It is important to note that placements are deemed to be acceptable by viewers because of the reflection these products have on real life. In the survey questionnaire that was carried out, a combined 63 out of 100 respondents agreed and strongly agreed that placements add to the realism of the movie (see table.2). TABLE 2: Viewers opinion on products adding realism to movies This confirms the findings from the focus group; however there are a large number of respondents that validate that they disagree with the statement. It is mentioned in the literature that some see product placement practice as an invasive one that sews itself a new seam in the blanket of brands that covers a strong consumer-based society (Phillips Purdie 1993). This is one suggestion as to why respondents to the survey questions may have disagreed. It could be argued that some viewers find placements invasive. however the findings from the focus group indicates that whilst placements add realism, the ones that appear without contributing to the story line or are emphasised in a way that seems to be out of context in regards to the movie can be described as annoying or blatant advertising. The views of the group were not that this was invasive but more or on the line of annoying. Examples that were noticeable were the Panasonic placement in Transformers. In a scene that was devoted to show a Branded memory chip, the character tilts the product towards the camera revealing the brand name. It was suggested that this had no association to the story line nor was it placed to emphasis realism; one participant described it as being an obvious plug. The common theme was the emphasis on the annoyance of pushy advertising, this research commends Balsubramanian et al (2006) who suggested that blatant placements have the ability to irritate. Therefore if product placement is to appear, the product needs to contribute to the content of the movie in order to generate positive attitudes and acceptability from the viewers. But it is important to distinguish between attitudes towards product placement practice (discussed here) and attitudes towards the brands being placed. This leads us to the next area of this study. Attitudes and perception towards brands In the previous paragraph we discussed the attitudes towards product placement; we will now discuss viewer attitudes and perceptions towards the product/brands that are placed. A common theme that was identified from the focus group discussion was that viewers did not generate a positive or negative attitude towards a product or brand because of the way it was placed in the movie. The findings from this study suggest that whilst awareness was created there was little change in attitudes towards the brands that were placed. one viewer generated a positive attitude towards the use of the Everlast in Iron Man 2 in a scene where Robert Downey Jr is boxing whilst exhibiting the branded clothing. The viewer associated with the bra Effect of Product Placement in Films Effect of Product Placement in Films CHAPTER II: Literature Review Product placement Product placement in movies is no new phenomenon as Lehu (2007), describes product placement as the location or more accurately the integration of a product or a brand into a film or televised series. This form of advertising has been around for sometime although its not traditional advertising it speaks to an audience in a different form of communication which is either in your face or subliminal messages. Product placement comes in a number of different forms including visual, audio and a combination of the two combined. Visual product placement Is a visual representation of a brand in a movie, This includes strategically positioning a brand in the background or being used by the actor of a scene, displaying a billboard or some other form of visual advertisement in a scene, and any other visual representation of a brand-name product without any relevant message or sounds on the audio track which draw attention to the product (Gupta Lord, 1998). An example of this is Daniel Craig u sing a Sony Vaio in the movie Casino Royal (2006). See Appendix A. Audio representation of a brand can be the mention of the product in script but not necessarily shown on screen for example the movie Wall Street (1987) where Martin Sheens character says to a server, Get this kid a Molson Light (Gupta Lord, 1998). In combining these two formats Gupta and Lord (1998) defines audio-visual placement as the visual appearance of a brand with a verbal mention of the brand name or a brand- relevant message for example The Bellagio Hotel in Las Vegas is seen and talked about in the movie Oceans eleven (2001) (Lehu 2007). Product placement, as a marketing tool, has many advantages due to its captive audience, the social nature that it is being viewed in and the lack of clutter, such as other advertisements (Dunnett Hoek, 1996). This form of communication is described as being an effective technique as Jhonson (2009) explains For subliminal suggestion to be effective an individual must be relaxed and open to suggestion. The subconscious mind is more open to suggestion when a person is relaxed. This practice has not gone without controversy, however, as its use is often debated by moviegoers and media experts. While some moviegoers feel that the use of product placement enhances a film by adding to its realism (Govani 1999). Others see the practice as an invasive one that sews itself a new seam in the blanket of brands that covers a strong consumer-based society (Phillips Purdie 1993). Some supporters of the practice argue that product placement allows them to relate to the characters (DeLorme, Reid, Zimmer, 1999) Product placement strategy Strategy Dates back a few decades, in an example where Joan Crawford is drinking Jack Daniels whisky in the 1945 production Mildred pierce (Wasko 1995). Back in these earlier times product placement was a casual affair, property masters would contact a local Jack Daniels distributer asking for the product to be used in the film. Today the product placement is more deliberate and sophisticated, Divisions dedicated to paying to have their goods inserted strategically into movies are of the norm for large corporations this is to gain access to what is seen as a glamorous medium with a relatively captive audience. Coca-Cola and Pepsi are amongst a number of companies who have formed in house divisions dedicated directly to product placement or Hollywood advertising (Wasko 1995). The belief of companies associated with product placement is that if a movie grosses $50 million, the advertiser has reached an audience of 13.7 million in theatre viewers, assuming this the movie will likely sell in DVDS/Videos adding additional impressions per placement along with celebrity credibility bought by the use of the product. (Wasko 1995). Kardes (2008) adds to the argument by stating that When a brand is shown in a movie it is definitely seen but a broadcast commercial can be skipped via the fast forward button on a DVR. However narrative coherence can be disrupted by strategies used to market products. Music videos related to films is used as an example The promotion of some features is helped by the use of videos featuring music from the film, examples include Flashdance (1983) , Footloose (1984), Purple Rain (1984), staying alive (1983) and The Bodyguard (1992) (King 2002). In these films the excess created by the conjunction of music and image creates a module separa te from the narrative, working against the sequential structuring of the film. Product placement within the Hollywood film industry Product placement increased dramatically since the appearance of Reeses Pieces in the 1982 Movie E.T: The Extra-Terrestrial caused the sales of the product to increase by 68%. (Balasubramanian et al 2006). Today product placement in movies is highly noticeable. In the film Minority Report (2002) at least 15 brands where placed, including Nokia, Pepsi and Lexus. In Die Another Day (2002) there were cameos from Jaguar, Aston Martin and Thunderbird, which are all owned by the Ford motor group (Jobber 2004). However alongside soft drinks one of the most common products placed in movies are cars. BMW invested ÂÂ £20 million on the placement of its Z3 roadster within the movie Goldeneye (1995) and the use of other advertising media to support the placement and create awareness (Fill 2005) Gupta and lord (1998) focus on studies concerning recall of brands placed within movies that have been undertaken; they found that prominent placements achieved higher levels of recall. Morton and Friedman (2002) mention that any contact with a brand in a film will help influence purchasing decisions. It is argued by Joachimsthaler and Aker (1997) that visibility of brands are underestimated as it signals leadership, quality and success, people like to know brands even if they have never used them. This appears to indicate that the primary benefit of placement in movies is the increase of brand recognition. Consumer behaviour Consumer behaviour is the study of individuals, groups or organisations and the process they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. (Sharma, A. 2006). The study of consumer behaviour helps organisations improve their marketing strategies by understanding the psychology behind consumer thoughts, feelings and by understanding his or her environment all which have an effect on the action towards a brand or product. Tyagi and Kumar (2004) state that there is a relationship between consumer behaviour and his attitudes, communication with him and how to motivate him. Family, social and cultural dimensions of consumer behaviour have a role to play. Product placement isnt about sales its about brand awareness claims expert Samuel Turcotte. (Galician 2004). Whilst awareness may be generated attitudes and perception also start to form towards the brand. Attitude formation can be on the bases of cognitive responses to stimuli or information of other sources; cognitive thoughts are responses we have to a communication. Positive thoughts will generally have a positive affect on attitudes whereas negative thoughts will have negative attitude formation (Hoyer Macinnis, 2008). Age has another implication on attitudes and perceptions of product placement. In their 1999 study, DeLorme, Reid, and Zimmer interviewed younger audiences (aged 18-21) and older audiences (aged 35-48) in a bid to compare different views on product placement. A number of focus groups resulted in the finding of distinct and diverse perspectives among many of the study samples. According to their research, (DeLorme, Reid, and Zimmer 1999) found that older audiences generally perceive product placements as implications of a changing society and the current use of product placement was an indication of a major cultural shift, according to the study older moviegoers associated brand props with feelings of insecurity, frustration, and fear of change (DeLorme, Reid, Zimmer, 1999, p.24) various examples of such feelings were provided. On the other hand younger moviegoers perceive product placement as Associated with an invitation to cultural belonging and feelings of emotional security. (De Lorme, Reid, Zimmer, 1999, p. 28) The younger generation grew up in a consumer-based society that is bombarded with advertisements and other promotional items, the younger generation does not generally place a heavy emphasis on product placements. However viewers are generally positive about the placement of product in movies. GÃÆ'Â ¼nnemann (2008) explains that product placement for the automobile industry can positively affect consumers perception of certain automobile brands image as a purchasing factor. He also looked at preference of product placement over advertising for automobiles, which showed European consumers have greater preference of product placement than their American and Asian counterparts where as American consumers on the other hand are the strongest proponents of product placement being more authentic than advertising, whilst Asian consumers have the lowest value in both categories. A study by Nebenzahl, Secunda (1993) on the attitude of film audiences showed that the majority of those interviewed preferred product placement over other forms of promotions because it was unobtrusively integrated into the film. The small minority who object are on ethical grounds. They perceive product placement as a clandestine approach which deludes the consumer and they believe this practice should be forbidden. (Pattyn, 2000). Brand Association: Contexts and Celebrities Williams (2004) shows that placements are contextually integrated and therefore are non-invasive, placement are therefore seen as an experience rather than an advertisement. Contextual integration can be achieved by product placement through character development and plot advancement in films, and product placement can also offer the chance of celebrity endorsement. Nelson and McLeod (2005) show that the credibility of an advertisement depends on the sources credibility; differing views on differing sources can alter the way in which a brand is perceived. The use of celebrities has the ability to influence the source credibility of a brand (Sawyer 2006). This can be achieved by tapping into the celebritys equity (Zyman 2002). Such use of celebrities or actors enables their personality to rub off on the product. (Rust and Varki 1996). This will have the effect of enhancing the brand personality. The use of a highly credible and recognised person can therefore influence levels of exper tise and trust worthiness. Ohanian (1991) found that the perceived expertise of celebritys actually increased purchase intentions, even though the celebrity may have no actual knowledge of the product. It appears here that the product placement allows the attractiveness of a brand to be increased through association with a particular individual, even if that individual would have little actual knowledge or expertise in relation to the product or brand. Ethicality behind product placement Gupta and Gould (1997) define ethically-charged products (or emotionally charged products) as products which especially arouse ethical concern and differences across consumers regarding their marketing and consumption the practice of product placement is sometimes referred to as unethical since audiences are rarely informed that they are watching paid advertising when they presume they are watching creative programming playing on peoples susceptibility (Plaisance 2009). The common ethical concern in many articles is the notion that product placement constitutes a form of subliminal advertising, since products are integrated into films, but no disclaimer is present that warns the viewer of any form of advertising in the film (Gupta Gould, 1997; Snyder, 1992; Nebenzahl Secunda,1993). The practice of product placement could be described as misleading as advertisers interest and intention to influence the viewer may be concealed behind something else, in the case of movies, the context of the story. Among the most controversial subjects, however, is the use of ethically-charged products in film. The most common discussed are the use of cigarettes, alcohol, and guns, this due to the potentially harmful implications their exposure can have on someone. A 1997 study shows some individuals impressions of such placements in films. The study measures undergraduate college students views regarding the acceptability of placing cigarettes, alcohol, and guns in movies. Results indicate that the acceptability of cigarettes, alcohol, and guns are 41.3%, 60.3%, and 38.7%, respectively (Gupta Gould, 1997). There is much concern over cigarette brands being placed in movies, a common argument cites a mandate made and enforced by the United States Surgeon General. It requires that all cigarette ads feature a health warning, making known the products potential hazards to the viewer. Surgeon General health warnings, however, are not found on films that feature these placements (Basil, 1997). Another common concern is that the use of these products will encourage the movies viewers to adopt smoking as a habit. (Basil 1997) and Everett, Schnuth, and Tribble (1998) cite Social Cognitive Theory in their respective articles. This states that through observation we learn a lot. Since moviegoers are actors smoking cigarettes (and in some cases adopting specific brands), and since this is usually portrayed in movies as glamorous the moviegoers may possibly be drawn to the habit (Basil,1997; Everett, Schnuth, Tribble, 1998). Research objectives Investigate attitudes, perceptions and beliefs of viewers towards products and brands after exposure to product placement in movies. Analyse viewers opinions on the ethical issues of product placement in movies. Examine the role of products in movies as a strategic marketing tool. CHAPTER III: Methodology This chapter refines and justifies the methodology deployed in this study. The process for gathering data focused more on that of a qualitative strategy however a quantitative means was also implemented, with the focus on consumer research and understanding consumer thoughts and feelings. The research identified issues such as why consumers have the attitude or perception towards a product or brand which they have experienced through viewing product placement in movies, underlining issues such as acknowledgement, deciphering the message, and even perceptions and attitudes that are based on emotional and cultural feelings sometimes we have a favourable attitude toward an offering simply because it feels good or seems right (Hoyer Macinnis 2008). The quantitative approach was in the form of a questionnaire distributed to 18-25 year olds, the questionnaires allowed data from the focus groups to be tested and extended by from input from a wider range of participents, results are discussed in chapter 4. Qualitative approach Focus groups Focus groups are a form of group interviewing that allows data to be generated through the benefit of communication between research participants (Pope Mays). The qualitative approach was incorporated because of its ability to capitalise on group interaction that provided distinctive types of data. This study is based on consumer attitude and perceptions towards products placement and arising ethical issues, therefore it is only suited that this approach was used as it allows for deeper discussion to take place with point of views coming across from different backgrounds and cultural values and group norms are emphasised. using a qualitative focus groups would produce a greater depth of information rather than just relying on the questionaire with pre-determined responses The two focus groups were used to achieve the following: Investigate attitudes, perceptions and beliefs of viewers towards products and brands after exposure to product placement in movies. Analyse viewers opinions on the ethical issues of product placement in movies. Participants Two focus groups were conducted in an attempt to gather data on consumer attitudes and perceptions and the other on a discussion around ethics. Both focus groups followed the same procedure however groups were split into two, Group A and Group B. This was done to ensure that every subject got the chance to participate and wasnt overshadowed by the over enthusiastic; small groups offer more of an opportunity for people to talk and are more practical to set up and manage (Litosseliti 2003). 6 individuals were selected for each group, Participants from Both Group A and B were selected on the bases of being from different cultural backgrounds and being socially connected. This is because it is important to understand that cultural backgrounds can have an effect on opinions, and it maximises the possibility of exploring the subject from different perspectives (Kitzinger 1995 cited in Litosseliti 2003 P4). It was important for participants to be socially connected to ensure good group dyna mics, this helped the participants be more comfortable and open towards discussion. The selection criteria was18-25 male and females, Gupta and Gould (1997) noted that many products possess gender identifications (p.39). The researchers hypothesized that males generate more favourable responses to products that are depicted as possessing masculine qualities. Therefore the ratio of male to female will be 50:50. This will allow data to be gathered and discussed from both point of views. The advantages of focus groups as shown by Patton (1990) are the checking that takes place within the group that eliminates false views and it is easy to establish consistent views. Group A focused on discussion and questions targeted towards viewers attitudes and perceptions whilst Group B was a discussion on ethical issues. Both groups were shown two movies in one sitting this was time efficient as opposed to showing both movies twice. The movies shown were Iron Man 2 (2010) and Transformers (2007), the movies were chosen for the large amount of products placed with over 45 placements in each movie. The movies were shown in whole as opposed to clips containing products placed, this was to show the product placements in the context of the movie rather than showing clips where the products were dominant. Showing clips of the movie where products were dominant would have emphasised on the product this could have misrepresent the findings as the goal was to evaluate them within the who le movie experience. At the end of both movies the discussion commenced on consumer attitudes and perceptions with Group A, followed by the discussion with Group B on ethical issues. Participents were encouraged to use product placement in other movies as well as the two shown as examples for discussion if they could recall them and the discussion was not based entirely on the movies shown. This allowed participents to discuss product placement that may have been potryaed in a different fashion for example: the use of different actors, characters or setting. It was taken into consideration that the time difference between conducted Group A and B could have an impact on the level of debate given that Group B had to wait, however all participants were University students on the same campus and the study was conducted on University grounds giving the other group time to go elsewhere and continue with other activities whilst they waited. There were a set number of questions used for each focus group and Each individual was required to participate and provide some input to increase the depth of discussion. A simple format of question then discussion was used, questions that arose from discussion would keep the conversation flowing. Conversation flowed freely in order to discover what the subjects found to be interesting and to explore wider attitudes but conversation was re-directed by the moderator when it was felt to be unproductive or pointless (Bryman 2004). It was made clear to participants prior to the discussion that there was no right or wrong answer in an effort to remove social desirability, what the respondent thinks they should say rather than feel (Black 1999). Both discussions were recorded using a CD recorder and were later analysed with key points noted for each discussion. A full play by play transcription was not practical due to the large amount of dialogue and it is felt that a full transcript woul d have broken up narrative flow, however a shorter version of the transcript highlighting key points and questions asked is available in the appendix (())))) by noting key points only it is felt that analysing content is much easier, Bryman (2001) claims that transcribing and coding leads to a loss of context. Quantitative research Questionnaires Questionnaires allow the participant to respond to a set number of questions, questions can be open ended or closed ended, and for the purpose of this particular research aspect closed ended questions were used. A closed ended question is amicable when the dimensions of a variable have been diagnosed. Closed ended questions expose participants to the same response categories and allow standardized quantitative statistical analysis (Johnson Christensen 2010). The purpose of the questionnaire was to expand further on the data that was concluded from the focus groups (this will be discussed further in chapter 4). The questionaires focused on getting participant responses for the purpose of conformatory research (Johnson Christensen 2010) in which specific data from the focus groups was tested. This gave the results more creadability and the questionnaire would allow the study to benefit from areas of investigation that the focus groups may have failed to answer or provide enough infor mation on. 100 questionnaires were distributed around university campuses as this was the most convienent location to find participents that meet the 18-25 demographic, however it was guaranteed that that all participents would be of the age 15 questions were composed and pre, the questionnaire can be viewed in the appendix (p)))) One to one interviews Interviews will aim to meet objective The research method that will be used here is one to one interviews with either product placement agencies or companies such as Sony. These interviews will be telephone based as availability to meet face to face with businesses is a little tricky given the time frame. Given the tendency for businesses to turn down students the agency or business that is to be selected will depend on the rate at which each representative replies. The Interviews will allow these companies to convey product placement from a strategic point of view and explain the practice from their own situation, perspective and in their own words. The interviews are based on not only conversation of product placement but with an aim to generate responses from the interviewee on intended consumer behaviour. The procedure will be to follow a script for the interview investigation which can be outlined by characterising a methodological awareness of questions, a focus on the dynamics of interaction between interviewer and interviewee, and also critical attention to what is said. CHAPTER IV: Results, analysis and discussion Introduction This chapter will focus on presenting and discussing the findings from the research conducted. Due to the large amount of field work that was employed for the purpose of the study, results from both the focus groups and the questionnaires will be compared and contrasted leading to the denouement of the findings. Analysis will be based on the most pertinent data that was found. qualitative researchers needs to communicate the findings in an honest and systematic manner, disseminating the richness of the findings and hence the experience of the researchers. (Easterby-Smith et al. 2002). Discussion has been categorised in three sections, each section will address the research objectives of this study and how the findings have helped in achieving those objectives. Attitudes and perceptions towards product placement will be analysed and discussed first highlighting the points that were extracted from both quantitative and qualitative research, followed by the discussion on ethical issues towards product placement practice. Finally the interview with the industry specialist will be discussed, analysing the role of product placement in moves as a strategic marketing tool. The data that formed this discussion can be viewed in the appendix ( ) Consumer attitudes and perceptions The first area of study was the attitudes and perceptions of viewers between the ages of 18-25 towards product placement in Hollywood movies and the products or brands that are being placed. Brand recall The first focus group identified that it was hard to recall a lot of the products that were placed within the movies. It was felt that this is because of the large amount of placements in the movies to begin with. participants claimed that they could only recall the placements that were dominant and showed a stronger on screen presence than other brands or products. Amongst the placements that were most effective were car brands, it was made clear that cars were amongst the top to be noticed because its repetition in the movies made it a strong focus of the overall viewing experience. The most noticeable examples were Audi in Iron Man 2 and Cadillac in Transformers. brands in other movies were also identified as being memorable such as Toyota In fast and furious and Aston Martin in Die Another Day. Brands that somehow were incorporated into the story of the movie had greater recognition; this is because they stood out more. As mentioned in chapter 2, prominent placements achieve high er levels of recall in movies (Gupta and lord 1998). Other placements that were regarded as being effective in terms of prominence were those that had audio presence as well as physical, Oracle and Vanity Affair from Iron Man 2 where amongst the ones that were recalled. Participants revealed that the audio presence and physical presence (placement being used) generated more attention as opposed to having a brand name in the foreground. A combined 66%percent of the respondents to the questionnaire that was carried out following the focus group agreed that products stand out more when a character uses or mentions the product/brand (see table.1). Whilst the recall of a brand is an important factor in how effective the placement is, the pace or complexity of the movie can cause a distraction from the placements. The focus group suggested that some of the placements were lost due to the pace of the movies shown. One participant commented that placements in the background of slower paced movies were more effective than those placed in action movies or those with a faster pace. It was later commented that products placed within faster paced movies needed to be emphasised on more to be noticed. It therefore appears that the genre of the movie will have an effect on the product placement with in it. The research suggests that viewers will have difficulty to recall brands/products that are placed in the background or foreground of a fast past movie. However if a product is used or mentioned by a character then this increases the chances of the viewer recall. On the other hand placements within slower paced movies are easier to recal l increasing brand awareness. This indicates that positioning of the product is a valuable consideration when the goal is to increase awareness Attitude product placement The overall suggestion from this study in regards to attitudes towards product placement within the movie is that the group members strongly appreciated the presence of products within movies. The research suggests that viewers acceptability of product placement within movies is on the basis that it enhances the realism of the movie by combining products that are seen on a daily bases. One example of this found in the Movie Iron Man 2 with the insertion of CNN and Larry King, the focus group agreed that these placements gave them the feeling that the event of the movie was taking place in our world as appose to a fantasy setting. They felt that these types of placements amplified the movies realism. The group compared the differences between having placements in movie to not having any. The findings suggested that having no product placement or having fictitious products in a movie reflected on the setting of the movie, it would create a fantasy world for viewers which was fine if it was a movie in the category of Lord of the Rings or Avatar. Williams (2004) suggested that product placements are contextually integrated into movies. Therefore It is important to note that placements are deemed to be acceptable by viewers because of the reflection these products have on real life. In the survey questionnaire that was carried out, a combined 63 out of 100 respondents agreed and strongly agreed that placements add to the realism of the movie (see table.2). TABLE 2: Viewers opinion on products adding realism to movies This confirms the findings from the focus group; however there are a large number of respondents that validate that they disagree with the statement. It is mentioned in the literature that some see product placement practice as an invasive one that sews itself a new seam in the blanket of brands that covers a strong consumer-based society (Phillips Purdie 1993). This is one suggestion as to why respondents to the survey questions may have disagreed. It could be argued that some viewers find placements invasive. however the findings from the focus group indicates that whilst placements add realism, the ones that appear without contributing to the story line or are emphasised in a way that seems to be out of context in regards to the movie can be described as annoying or blatant advertising. The views of the group were not that this was invasive but more or on the line of annoying. Examples that were noticeable were the Panasonic placement in Transformers. In a scene that was devoted to show a Branded memory chip, the character tilts the product towards the camera revealing the brand name. It was suggested that this had no association to the story line nor was it placed to emphasis realism; one participant described it as being an obvious plug. The common theme was the emphasis on the annoyance of pushy advertising, this research commends Balsubramanian et al (2006) who suggested that blatant placements have the ability to irritate. Therefore if product placement is to appear, the product needs to contribute to the content of the movie in order to generate positive attitudes and acceptability from the viewers. But it is important to distinguish between attitudes towards product placement practice (discussed here) and attitudes towards the brands being placed. This leads us to the next area of this study. Attitudes and perception towards brands In the previous paragraph we discussed the attitudes towards product placement; we will now discuss viewer attitudes and perceptions towards the product/brands that are placed. A common theme that was identified from the focus group discussion was that viewers did not generate a positive or negative attitude towards a product or brand because of the way it was placed in the movie. The findings from this study suggest that whilst awareness was created there was little change in attitudes towards the brands that were placed. one viewer generated a positive attitude towards the use of the Everlast in Iron Man 2 in a scene where Robert Downey Jr is boxing whilst exhibiting the branded clothing. The viewer associated with the bra

Surrogate Mothers in Jane Austen Essay -- Mother Mothers Jane Austen E

Surrogate Mothers in Jane Austen Jane Austen created families of varying levels of dysfunction so effectively, that even young readers of today can relate to the story. In some, the mother was either deceased, not present, or just not the right person for the daughter to rely on. For example, Fanny, Emma, Elizabeth and Elinor all struggle because the very people who are supposed to be looking out for them prove to be completely unhelpful. These heroines may not be able to rely on their actual Mother (or Father) but there often are parental figures that they can turn to. The mother in Pride and Prejudice is sympathetic, but silly, eccentric and irresponsible. Mr. Bennett is contemptuous to his wife and younger daughters; except for Elizabeth (his favorite) he spends the majority of his time in his library. In Emma, the mother is dead. She must’ve been clever because where else would Emma get it, but there must have been a lack of discipline of Emma. Mr. Woodhouse is almost a caricature, so he can by no means be accused of giving rational support, but he is "everywhere beloved for the friendliness of his heart and his amiable temper", and to Emma "most affectionate, indulgent father". I would say that Mr. Woodhouse is always concerned and caring, his only fault as father is being too indulgent. Of course, it would be better to have in a father an intellectual companion as well (Like Elizabeth Bennett). The mother in Mansfield Park , the mother was absent and neglectful having married a poor man who drinks. In Sense and Sensibility - Mrs. Dashwood is loving, but has too much of a romantic sensibility. In Persuasion the mother is dead, but is highly praised. She brought up Anne quite respectably. Anne is kind and loyal. Lady Russell - she really has a good heart and good sense. Lady Russell is not a fool like Mrs. Bennett but she's not an ideal, she gives good advice totally unsuited to Anne's particular situation. I don't think we are supposed to like her – the reader is glad that Anne has her and appreciate her for that reason. Mrs. Musgrove - simple, warm-hearted, affectionate and unpretentious. EMMA The narrator opens the novel by introducing us to Emma Woodhouse, a girl endowed with â€Å"some of the best blessings of existence,† including good looks, intelligence, riches, and an affectionate father. Emma’s only disadvantages are ... ...She admits that Fanny is a comfort to have around and is reluctant to let her go when Fanny marries Edmund (even though this makes her a Bertram). Of course, what changes her mind is the fact that Fanny's sister Susan will come to stay at Mansfield Park and take Fanny's place. When Fanny Price returns to her home after eight years of living at Mansfield Park, she is startled by the differences in the two homes. She realizes how fortunate she was in being accepted into the Bertram home. As mistreated as she is by them, things would undoubtedly have been worse if she had stayed at home. To Fanny Price, her parents come as a disappointment. Fanny's father is a drunk Fanny can see that her mother is a "partial, ill-judging parent...who neither taught nor restrained her children." Mrs. Price simply does not care--except for William and Betsey. Fanny, since she has been away for so long, is regarded as a novelty, but not as one noticed by her mother for very long. Both parents ignore her, and she spends much of her visit eagerly anticipating when she will be able to return to Mansfield Park. Where the Bertrams seemed distant, they are now seen by her as more precious than ever.

Comparing Clay Dilham in Up the Slide with Gary Paulsen in A Glow in the Dark Essay

The main character of â€Å"Up the slide† is Clay Dilham who is a young prospector. He decided to get a sled-load of firewood in half an hour. After a hard struggle, he succeeded. The main character of â€Å"a glow in the dark† is Gary Paulsen who ran an eight-dog team in an unknown and dark forest. A strange light frightened him but he finally found what the light was. Both of Clay and Gary have great courage but Clay is braver than Gary. Clay faced a more dangerous situation and more difficulties. First, Clay was very young who was only 17 years old and became a young prospector who traveled to a hostile environment. † The Yukon Territory is located in the northwestern corner of Canada. It is part the subarctic zone, where temperatures have been known to plunge to -80F! †(p315). It is really hard for people to survive in such terrible environment, especially for a 17-year-old teenager. Most of teenager at that age are sitting in a warm classroom and receiving good education. But Clay as a young prospector worked in such terrible place. So he must have great courage and is really very brave. Second, during his trip, he could die every second if he lost his caution. â€Å"A slip at that point meant a plunge over the edge and a twenty-foot fall to the ice. A hundred feet farther along, and a slip would mean a fifty-foot fall. †(p316). It was really dangerous and difficult for people who wanted to survive. For Clay, a young prospector didn’t have so much experience. So he would not expect such a difficult but he keeps being calm it must be his bravery and great courage to support him solve all these difficult problems. Gary faced a less dangerous situation than Clay. First, the ghost and other terrifying things were all created by his imagination. It means that they couldn’t create any physical danger for him. â€Å"Ghosts and goblins and dark nights and snakes under the bed and sounds I didn’t know and bodies I had found and graveyards under covered pale moons and death, death, death †¦Ã¢â‚¬ ¦Ã¢â‚¬ (p323) These imaginary things will not make him die at once but in â€Å"Up the slide â€Å" if Gary has a momentary oversight, he will die at once. So the situation that Gary faced is less dangerous than the situation that Clay faced. But he still felt very terrified and didn’t know what to do at that moment. So Clay is braver than Gary. Second, the motivation that pushed Gary to go forward is his curiosity, not his courage or bravery. â€Å"But curiosity was stronger. My legs moved without my wanting them to move and my body followed them. †(p323) Although Gary still went forward with great fear, he didn’t have strong belief like Clay that had great courage to go forward. So Clay is braver than Gary. In conclusion, first Clay faced a more dangerous situation than Gary. Second, Clay had to overcome both physical and metal fear but Gary only needed to overcome his imagination. Third, Clay was always calm but Gary didn’t know what to do when they faced frightening things. So Clay is braver than Gary. When students face some difficulties like problems they can’t solve, keeping calm is always the best solution. So they will come up some good ideas and solve the problem successfully.

Letters from Earth Analysis Essay

In Mark Twain’s Letters from Earth after a brief introduction by Twain, the story shifts to the letters written by Satan to his friends in heaven. In the first letter, Satan—who has been banished to Earth for one thousand â€Å"Earth days†Ã¢â‚¬â€ goes on to say that the people, the other animals, the earth itself are all insane. Nature itself is insane. This first letter is a very blunt statement on human arrogance and hypocrisy. He says goes on to explain his declaration over the course of the next ten letters. The second letter explains the curiosity that is heaven as it is perceived on the earth. First and foremost, Satan points out that sexual intercourse is absent in this version of heaven. This is a peculiarity, due to the amount of emphasis placed on it during human life. He wonders why they would leave it out if they enjoy it so much on earth. In fact, people have created a heaven full of things they don’t value. On earth, most men do not sing and/or cannot stand singing, very few people play instruments, people don’t like to pray, people are bored in church, everyone looks down upon everyone else, all â€Å"sane† people detest noise. Keeping that in mind, Satan wonders why then that â€Å"heaven† is full of endless church services where everyone loves everyone else while they all sing and play a musical instrument. In letter three, Christianity is discussed. Satan claims that humans desire to be like (their) God, yet God is nobody to emulate. God punished Adam and Eve when he really had no reason to tempt them in the first place. He also continued to punish the next generations for a crime they did not commit (in regards to the forbidden fruit). People don’t treat their children that way, yet they claim to live in the image of God. He has set rules, yet he himself does not follow them.

Italian Nouns With Irregular Gender

Italian Nouns With Irregular Gender In Italian, grammatical gender, when referring to people and animals, is related to sex. However, this principle is not always observed. Three distinct examples include: la guardia (guard- usually a man), il soprano (a woman), laquila (eagle- male or female). Regarding things, the attribution of gender may seem unrelated with respect to meaning. For example, there is no logical reason for which il latte (milk) and il sale (salt) should be masculine (notably, in Venetian dialect both are feminine). To the contemporary Italian speaker the choice between masculine or feminine seems to be either totally arbitrary, or, in the case of derivative nouns, simply a matter of grammatical fact (e.g., nouns ending with the suffix -zione are feminine, while nouns ending with the suffix -mento are masculine). For todays speaker, a historical explanation does not count; the contemporary perspective must remain distinct from the diachronic (which concerns the evolution of language). Italian nouns, for the most part, retain their gender from the Latin. Nouns originally neutral in Latin usually became masculine. There have been some changes, though: from the Latin word folia, the neuter plural of folium, in Italian became foglia (leaf), feminine singular (because in Italian the ending -a, in the majority of cases, is feminine and singular). The conformity to this rule is also illustrated in the assignment of gender to foreign words used in Italian. That the assignment of gender is immaterial with respect to the inherent meaning of things is born out by a comparison between diverse languages, even though they are related to one another: Italian, French, and Spanish. Consider the following: Masculine in Italian / Feminine in French:il dente- la dent (tooth), il costume- la coutume (costume), il fiore- la fleur (flower), il mare- la mer (sea) Feminine in Italian / Masculine in French:la coppia- le couple (couple), la mescolanza- le mà ©lange (mixture), la sciabola- le sabre (saber) Masculine in Italian / Feminine in Spanish:il costume- la costumbre (costume), il fiore- la flor (flower), il latte- la leche (milk), il miele- la miel (honey), il sale- la sal (salt), il sangue- la sangre (blood) Feminine in Italian / Masculine in Spanish:la cometa- el cometa (comet), la domenica- el domingo (Sunday), lorigine- el origen (origin) English is much easier, since grammatical gender is not recognized except in rare cases. Conversely, German, much like Latin, also has the neuter gender. There are significant differences between the Italian and German with regard to gender; for instance il sole (the Sun) is feminine (die Sonne), while la luna (the Moon) is masculine (der Mond).

Criminal Mythology Produces a Distorted View of Reality

Criminal Mythology Produces a Distorted View of Reality Criminal mythology is a belief of what crime is, and what causes crime. The concept evaluates the qualification of an act as a crime. In addition, it also analyses the causes of crime, and the common belief about the real reasons behind crime. While some people propose that crime is a natural phenomenon, others believe that it is an action initiated through free will.Advertising We will write a custom essay sample on Criminal Mythology Produces a Distorted View of Reality specifically for you for only $16.05 $11/page Learn More On the other hand, some of the myths support a theory that the criminal mind is a result of social orientation, and can be corrected through appropriate measures (Lombroso et al, 2006). The society regards many criminals with contempt. Consequently, the society rejects and condemns a criminal for the crime he or she has committed. The perspective of the society is that crime is not a rational act since the circumstance of the event of a crime is not evaluated. In fact, most of the common myths about the criminal mind are misguided by tradition and the values of culture in the particular society in question. For a criminal, there is a substantial reason behind every action that he or she does. Either the crime is a result of rational evaluation of the circumstances that the criminal faces or the criminal has an abnormal approach of evaluating situations (Young, 1996). Sometimes, people claim that a person who commits crime acts in the direction that avoids direct confrontation with the predicament of the circumstances. In this case, an act of crime that has been committed once is not likely to be repeated, since the probability of the circumstances of the crime recurring are minimal. In a different perspective, one may choose to see the crime for what it is. In this essence, a person who has committed a crime is guilty of the offence and is subject to some corrective measures to prevent the crime from happening a gain in the particular society. Even when the circumstances of the crime are convincing from the perspective of the evaluator, the criminal remains guilty of the gravity of the entire action done. It is considered that the criminal has the mind to commit the crime before the event itself. This myth assumes that there is always an alternative way to deal with a situation. In this regard, the criminal should take a course that does not aggravate the law. Crime is considered a result of the state of mind, and not the circumstances. Thus, the person behind an act of crime is liable for the event of crime.Advertising Looking for essay on criminology? Let's see if we can help you! Get your first paper with 15% OFF Learn More Serial murders, among other crimes, are subject to superstition in most societies around the world. Serial murder, in the understanding of the contemporary society, is the killing of more than two people by one killer within a relatively short time. The reason behind murders committed by serial murderers is not physical. It is widely accepted that serial murderers kill for psychological reasons. One reason is that the murderer seeks to satisfy an intense urge to take a life, and the second reason is that the murderer has some mental defect, which makes him or her result to a violent reaction to some kind of aggravation. Although modern explanations of the reasons behind serial murders are relatively accurate, there is disagreement between experts of psychology over the cause of the mental disturbances behind murders. Serial murder is a crime that has been subject to association with paranormal activities more than any other offence (Warner, 1999). When successive murders occurred in a society in ancient times, people sought to explain the murders through superstition. Accounts of demons being the culprits behind murders were common in ancient times. Superstitions continued to evolve with time, and were applied in all soci eties until the beginning of twentieth century. Today, most of the ancient myths about murders have been discarded, but people have resulted to forging other unrealistic explanations of the force behind crime. Some crimes have been explained by the society in a bizarre way. Several myths about crime have existed for a long time in history. Vampires are believed to be degenerated forms of human beings who commit murder, and feast on human flesh and blood. This myth proposes that murderous criminals are vampires. This means that some form of demonic spirits possess the criminals. The demons are the reason behind crime according to this myth. The legend of the vampires originated in Europe. Vampires are believed to be possessed forms of the dead people who have led evil lives. In some cases, vampires are considered reincarnations of people who had a reputation of witchcraft. This belief dates back to the thirteenth century.Advertising We will write a custom essay sample on Crim inal Mythology Produces a Distorted View of Reality specifically for you for only $16.05 $11/page Learn More Historians believe that the myth is a distortion of accounts of pagan worship early into the millennium. The belief in vampires led to people accusing vampires of murders in mysterious crimes. During the nineteenth century, the myths about the vampires had spread such that the influence on people resulted to execution of those they thought were vampires, or exhibited such behaviour (Summers, 2003). This myth ignores the reality and the circumstances in which the crime was committed. It is an easier way to explain a crime, rather than accept that another individual is behind the heinous act. When a crime was committed, people would assume that a vampire was behind the crime. The grievous act was usually murder. This is because people believed that the vampire needed to feed on the blood of the victims. The residents of a neighbourhood would then go to a grave yard to perform some rituals to identify the vampire. Once a grave was identified, the corpse would be exhumed and examined for signs of vampire activity. When the guilty corpse was identified, people would then perform rituals on it to kill the vampire spirit in it. These kinds of interpretations of crimes avoided the reality and the real criminals continued to live free. Serial murders were the most common crime associated with myths. This crime was associated with monsters with supernatural power more than any other crime. Perhaps this is because of the gravity and mysterious nature of serial murders. People wanted to find an answer to the mysteries. Werewolves are other mythical creatures thought to be capable of committing crime. Werewolves are mythical humanlike creatures with the ability to switch their appearance between a human figure and a wolf figure. According to myths, a person became a werewolf through a bite from another werewolf, or through a spell that was cast on a human being. The myth of the werewolves appeared in Europe in the nineteenth century. However, it is thought that the myth was forged out of another ancient Greek myth. The myth supposes that a person was changed into a wolf by a god after committing murder. Werewolves were believed to have long fingernails, and fed on human remains. These mythical creatures were accused of murders in Europe. Often, people would be accused of being werewolves, and committing a grievous crime. These people would then be cut to examine if they had fur in their flesh. Punishment would be administered to people for being werewolves without seeking to establish the real criminal behind a crime.Advertising Looking for essay on criminology? Let's see if we can help you! Get your first paper with 15% OFF Learn More Other treatments such as forced conversion to Christianity were the most potent ways of dealing with werewolves according to beliefs. Serial murders would be attributed to werewolves, which had the speed and the strength beyond any human capability (Donnell, 1996). The two myths discussed above represent common ancient myths about crime. Although the two myths are not common in today’s society, they are similar concerning contemporary beliefs about crime. The myths are used to escape reality. Human beings seek solution for every event that they observe. Failure to get a logical explanation regarding a crime may lead to people blaming supernatural creatures with powers beyond our capabilities (Samenow, 2012). This effectively puts a case of a crime to rest since there are no efforts put towards trying to solve the crime. When a society has deep beliefs in such myths, it is difficult to objectively investigate a crime, and result to an appropriate reaction. In 1888, a string of murders occurred in a poor region in London city. These murders were of similar characteristics and were thought to have been perpetrated by one person. However, the assumption that a single killer committed the murders was a result of the attention that the media directed towards the incidents. The popular belief led to the christening of the killer as â€Å"Jack the ripper†. In addition, the murders were brutal, and whoever committed the murder exhibited signs of mental defects. This is because the murders were committed by slitting of the throats of the victims. In some cases, the corpses were found without some parts and organs. At one point during the height of publicity of the incident in the media, a letter purported to be from the killer, claiming responsibility, was sent to the authorities. Authorities could not establish whether the letter came from the murderer. Police suspected that the letter came from a person who wanted to escalate publicity of the incidents. The victims of the murders in London were prostitute women in a slum settlement. Moreover, the inhabitants of the slum were of various ethnic backgrounds. Persistent economic strain and the racial tension that prevailed within the community in the area could be the cause of the murders according to authorities. Not all murders of the London city could be associated to one killer by the authorities. However, five of the murders had a similar pattern. All the same, the police could not effectively deny that one person had committed over twelve murders due to lack of proof. In one incident, a victim claimed to have been attacked by a gang of three and not one person. However, the media associated the murder with the serial killer. The media played a big role in making the murders appear heroic. The media portrayed the serial killer as a defiant force that could not be apprehended (Eddleston, 2001). Due to glorification of the ability of the murderer to evade police, the killer was asso ciated with mythical supernatural power. However, the police associated the murders with racial tension or and occultism. The murders in London portray events of extreme and brutal violence. Mysterious supernatural powers could not be the killer behind the murders. One of the reasons that point objectively towards crime is the fact that the corpses of the victims were missing body parts in most of the incidences. It is only in one case in which the victim was not severely mutilated. However, signs of an interrupted mutilation session were evident. While the media portrayed the killer as a hero, the reality is that the murders were brutal crimes committed by a person or people with a motive. The loss of organs in most of the bodies supports this fact. According to the nature of the murders, they seemed to be premeditated actions. In all multiracial communities, racial tension is common. In extreme occurrences, members of a certain community commit gruesome murders. An example of such murders is the London incidents. Most of conflicts between communities result in grievous violence and even murder. For example, the black race has been associated with crime especially in areas where it is the minority. In countries were racial segregation has been a norm in recent history, conflict between races is more intense. It is true that some races have a high tendency of crime than others. However, the significantly higher rate of crime among members of these races is not directly associated with the unique physical characteristics of the particular race. Extreme deprivation of material resources and racial oppression is the major reason why some races have a higher crime rate. For example, the black race in America has exhibited high crime rate among its members for quite a long time. People of other racial descents associate this phenomenon with the nature of the black race. The race is portrayed as naturally evil, and ready to commit crime at any time given the right e nvironment (Adams, 2010). This is a typical myth around the world, where the black people are stereotyped as criminals. The proponents of the myth ignore the plight of black people over centuries. Black people established as minority race in countries where they were sold as slaves throughout the first and the second millennia AD. It is not until late twentieth century, the black people were recognised as an equal race among other supposedly superior races. The deprivation of resources, and the segregation that prevailed prior to the middle of the twentieth century, pressured members of the black race to engage in criminal activities. Poverty and psychological torture elicited violent reaction from members of the black race over time (Friedman, 2004). Due to the continued social oppression of members of the black race, racial tension has arisen between the races such that given an opportunity, a black person is likely to do harm to a member of any other major race. This phenomenon i s common among members of all minority communities. In the United States, all minority communities who have experienced political, social, or economic deprivation have a higher tendency to commit crime (Winerman, 2004). Association of minority races with crime is a contemporary myth concerning the likelihood of a person to commit a crime. While the statistical figures supporting association of racial differences and variation in crime are true, the reason behind the differences is often a myth. References Adams, A. (2010, February 9). The Effect of Race and Crime Type on Perceived Guilt. The Effect of Race and Crime Type on Perceived Guilt. Web. Donnell, E. (1996). Werewolves. Royston: Oracle. Eddleston, J. J. (2001). Jack the Ripper: an encyclopedia. Santa Barbara, Calif.: Abc. Friedman, L. (2004, May 6). Professor Tackles Myths About Crime In America. Stanford News ServiceLAW . Retrieved from https://news.stanford.edu/pr/94/940101Arc4530.html Lombroso, C., Gibson, M., Rafter, N. H. (2006). Criminal man. Durham, NC: Duke University Press. Samenow, S. (2012, February 3). The Basic Myths About Criminals : Inside the Criminal Mind. eNotAlone: relationship advice and articles. Retrieved from https://www.enotalone.com/ Summers, M. (2003). The vampire in Europe (New ed.). London: Kegan Paul International. Winerman, L. (2004, July 5). Psychological sleuthsCriminal profiling: the reality behind the myth. American Psychological Association (APA). Retrieved from https://www.apa.org/monitor/julaug04/criminal Warner, M. (1999). No go the bogeyman: scaring, lulling, and making mock. New York: Farrar, Straus, and Giroux. Young, A. (1996). Imagining crime: textual outlaws and criminal conversations. London: Sage.

Curtain Call Dos and Donts for the Stage

Curtain Call Dos and Don'ts for the Stage For many actors, the curtain call makes all of the stressful auditions, tedious rehearsals, and manic performance schedules worth the experience. Most actors crave audience approval. In fact, I have yet to meet a thespian who has told me, You know what? I cant stand applause. But how does one accept the standing ovations? Is there an etiquette to curtain calls? Not exactly. Each show may have its own way of presenting the actors after the conclusion of a play or musical. Generally, the director decides which actors bow first, second, third, and all the way up until the starring members of the cast take their final bows. Its up to each individual actor as to how one behaves during the curtain call. Over the years, I have collected advice from both performers and audience members about what makes a good (and bad) curtain call. DO: Rehearse the Curtain Call Rehearse, rehearse, rehearse. Even if the director does not seem to care about it. Practice a few times so that the curtain call is a smooth process and everyone knows their entrances. A sloppy curtain call with confused actors bumping into one another is not how you want to conclude your opening night. DONT: Take Too Long Nothing sullies a good show like an excessively long curtain call. If the show consists of six or fewer actors, its fine for everyone to take an individual bow. But for medium to large casts, send out groups of actors based on the size of their role. The actors dont need to run, but they do need to be quick. They should bow, acknowledge the audience, and then make way for the next set of performers. DO: Connect with the Audience Normally, when an actor is performing they avoid breaking the fourth wall. Even when they look off stage, they do not look directly at the audience. Yet, during the curtain call, the actor is free to be him/herself. Make eye contact. Show your genuine feelings. Be yourself. DONT: Stay in Character Of course, there are exceptions to this rule. Some actors feel more comfortable remaining in character while on stage. When I perform in a comedy, I often walk to center stage in character. But once I reach the center stage and take my bow, I shed my character and become myself. Generally, audiences appreciate getting a glimpse of the artist behind the character. DO: Acknowledge the Crew / Orchestra After the cast bows as a group, they should then gesture towards the orchestra pit (for musicals) or the lighting/sound operators at the back of the house (for stage plays). Some professional theaters forgo offering applause to the technical crew (perhaps because a steady paycheck is their reward). However, I highly recommend that non-profit theaters give their voluntary crew members their own taste of applause. DONT: Deliver Speeches after the Curtain Call Producers and directors might be tempted to thank the audience and discuss the creative process. Theater owners might seek a chance to plug season tickets. Dont give into that temptation. One: it spoils the theatrical experience. And two: Most of the audience wants to use the restroom and perhaps buy a souvenir. Let them. DO: Give the Audience a Chance to Meet the Cast Members Depending on the venue, it can be thrilling for audience members to meet the actors after the performance. During the original run of Into the Woods, audience members could enter a side-curtain and shake hands with their favorite performers. I fondly remember meeting the cast of the Los Angeles production of The Phantom of the Opera at the stage door. Giving fans an extra glimpse, a spare moment or even an autograph will add to the shows publicity.

Description of Accounting Industry Essay Example | Topics and Well Written Essays - 1250 words

Description of Accounting Industry - Essay Example The accounting Industry is a very important service industry and has a strong growth potential. The Accounting Industry has grown steadily in the past five to ten years and is "expected to grow faster than average for all occupations through the year 2014 (U.S. Department of Labor Bureau of Labor Statistics)." The growth of the economy will increase new businesses will increase the need for accountants to handle the financial affairs of those businesses. Employees in the accounting industry set to retirees or changing careers will also increase jobs in this industry. One major trend that will increase jobs in the Accounting Industry is due to accounting scandals. Accounting scandals have lead to changes in laws and regulations, which in turn will increase the number of jobs in the industry. "In response to accounting scandals, new federal legislation restricts the non-auditing services that public accountants can provide to clients. If an accounting firm audits clients' financial statements, that same firm cannot provide advice in other accounting areas such as legal matters, investment banking, and human resources (U.S. Department of Labor Bureau of Labor Statistics)." These regulations are to help prevent scandals and fraud in the accounting industry. ... Department of Labor Bureau of Labor Statistics). A large cause of the growth of this industry is the services provided by the industry. The Accounting Industry provides a variety of services to individuals and companies who retain monetary gains either from sale of goods and services or from receipt of wages. Almost everyone in the country has finances and monetary gain. The increase in individual and even business wealth causes an increased need for financial advisors, insurance providers, tax preparation and advice services, and other accounting services. There are four major fields of the accounting industry in which the provided services can be broken down. The first field is the Public Accountants, which include the Certified Public Accountants. Public Accountants provide auditing, accounting, tax, and consulting services for corporations, governments, nonprofit organizations, and individuals (U.S. Department of Labor Bureau of Labor Statistics). Public Accountants concentrate in one specific field of accounting for example, Tax Accounting or Financial Analysis. Another major field of accountants are the Manag ement accountants, which include cost, managerial, industrial, corporate, and private (U.S. Department of Labor Bureau of Labor Statistics). These accountants record and analyze financial information for corporations in order to provide accurate information in which the company can make accurate business decisions based on financial data (U.S. Department of Labor Bureau of Labor Statistics). A major responsibility in this field is to "prepare financial reports for the stockholders, creditors, tax authorities, and regulatory agencies (U.S. Department of Labor Bureau of Labor Statistics)." The third field is the Government Accountants and Auditors and