Effect of endorsement advertisement on rural vs. urban youth buying behavior Essay

In today’s highly competitive markets, big brands are at logger-heads when it comes to products being offered, each having a similar product to that of a rival. Where does one brand gain that quintessential advantage – advertising, service, promise of trust, or even the all important price factors? Advertising seems to be the best platform where brands prefer to compete on – right from hiring the best advertising agencies to getting the biggest celebrities. Celebrity endorsement is a special type of advertisement which includes a famous person from film fraternity, athletes, and sports, modeling world etc. It helps in promoting the Brand and also increasing the sales of the product. Celebrity endorsement has not developed in recent years, it is being used since the days of Lux and Dabur Amla Hair Oil. This type of marketing strategy is used to promote the Brand and has proved in itself a boon in advertising world. However, it is very expensive to endorse a celebrity for a product but in the long run it has helped in enhancing the Brand Image. Celebrities are also interested in endorsing themselves as they get highly compensated and their visibility also increase. Infact several celebrities from bollywood use these advertisements for Promoting their new releases and also vice-versa. India is a country where people are star-struck by film stars, cricketers, politicians, and even criminals. Why? Population of 1 billion and ticking, everyday people need something or someone to look up to. A sense of security, admiration, comfort, familiarity, and above all, someone they aspire to be at some hidden level in their lives. And clever marketers leverage this very  celebrity appeal and are successfully carrying out their jobs by giving the bottom lines of all the brands what they want – profit, market share and even recall. But how much star power is too much? â€Å"Does Amitabh really use Boro Plus† And â€Å"Does Salman Khan really uses Wheel† asked a 6 year old to her mother. Her mother laughs and says, â€Å"No way, just a gimmick.† What does that do to the brand? Many companies have had considerable success using celebrities as spokesperson, both endorser image serve as mediators in the equity-creation process of celebrity product endorsement (Seno and Lukas, 2007). Product attitude was predicted by inferences about the endorser’s liking for the product and by attitudes towards the endorser (Silvera and Austad, 2004). When however respondents are exposed to negative information about a celebrity endorser, a negative transference of affect in the endorsement relationship may also occur. When the situation is reversed and the respondents are exposed to negative information about the brand, the transference of affect is mitigated (White et al., 2009). Businesses have long sought to distract the attention of the potentials customers that live in a world of ever increasing commercial bombardment. Everyday consumers are exposed to thousands of voices and images in magazines, newspaper, and on billboards, websites, radio and television. Every brand attempts to steal a fraction of an unsuspecting person’s time to inform him or her of the amazing and different attributes of the product at hand. Because of the constant media saturation that most people experience daily, they eventually become numb to the standard marketing techniques. The challenge of the marketer is to hook the subject’s attention. 3 This is true for the classic forms of celebrity, like Film Stars (eg. Amitabh Bachchan, Shahrukh Khan, Rani Mukherjee, Aamir Khan and Pierce Brosnan). Models (e.g., Malaika Arora, Lisa Ray , Naomi Campbell, Gisele Buendchen etc)., Sports Figures (e.g., Sachin Tendulkar, Mahendra Singh Dhoni, Virander Sehwag, Rahul Dravid, Zaheer Khan , Steve Waugh, etc). Entertainers (e.g. Cyrus Broacha, Oprah winfrey, Conan O’Brien), and Pop-Stars (e.g., Madonna, David Bowie) – but also for less obvious groups like Businessmen (e.g., Donald Trump, Bill Gates) or politicians. Celebrities appear in public in different ways. First, they appear in public when fulfilling their profession, e.g., Viswanathan Anand, who plays chess in front of the audience. Further, celebrities appear in public by attending special celebrity events, e.g., award ceremonies, inauguration or world premier of movies. In addition, they present themselves in news, fashion, magazines, and tabloids’, which provide second information on events and the ‘private life ‘of celebrities through mass-media channel (e.g., Smriti Irani being regular feature in various publications). Last but not the least, celebrities act as spokes-person in advertising to promote products and services, which is referred to celebrity endorsement. For Instance: ï‚ · Vodafone signed Irfan Khan for advertisement of Sim cards. ï‚ · Tennis sensation Sania Mirza was appointed to increase the sales of ‘Bournvita energy drinks’. ï‚ · ‘ITC’ roped in Deepika Padukone for promotion of its soap named ‘Fiama di Wills’. ï‚ · Famous Brand ‘Veet’ roped in Katrina Kaif as its Brand ambassador. ï‚ · Shahrukh Khan has been chosen by Big Brands for their Advertisement which includes ‘Dish TV’ and ‘Airtel’. ï‚ · M.S Dhoni and Baichung Bhutia for ‘Project Tiger of Aircel’. Companies spend huge amount of money on Celebrities to sell anything from a candy, hair oil, soaps, colas, pens, paints, automobiles etc. Most companies know that celebrities have an appeal and a Brand can be best helped to reach out to the masses. 4 2.0 REVIEW OF LITERATURE The use of testimonials by advertisers dates back to the 19th century when medicines were patented. Firms have been juxtaposing their brands and themselves with celebrity endorsers (e.g., athletes, actors) in the hope that celebrities may boost effectiveness of their marketing. The late ’80s saw the beginning of celebrity endorsements in advertising in India. Hindi film and TV stars as well as sportspersons began encroaching on a territory  that was, until then, the exclusive domain of models. There was a spurt of advertising, featuring stars like Tabassum (Prestige pressure cookers), Jalal Agha (Pan Parag), Kapil Dev (Palmolive Shaving Cream) and Sunil Gavaskar (Dinesh Suitings). Of course, probably the first ad to cash in on star power in a strategic, long-term, mission statement kind of way was for Lux soap always endorsing the latest hit actress. A brand which has, perhaps as a result of this, been among the top three in the country for much of its lifetime. Today, the use of celebrity advertising has become a trend and a winning formula of corporate image building and product marketing. It provides empirical evidence demonstrating that attitudes can be affected in such a way. The impact of Tiger Woods tournament performance on the endorsing firm’s value subsequent to the contract signing was examined. No relationship was found between Tiger’s tournament placement and the excess returns of Fortune brands. No significant relationship was found for American Express, suggesting the market does not view a golfer endorsing financial services as credible. However, a positive relationship and significant impact of tiger’s performance on Nike’s excess returns was found suggesting that the market values the additional publicity that Nike receives when Tiger is in contention to win (Farrell et al., 2000). Some marketers choose to utilize multiple celebrities to promote their Brands. Fit between the endorsed product and various celebrities is a key factor for using multiple celebrity endorser in advertising (Hsu et al., 2002). The use of celebrity endorser in advertising is wide spread – as much as 20 percent of all advertising use some type of celebrity endorser. Marketers invest significance dollars in securing the promotional support of well-known individuals (Till, 1998). Products which are ultimately sold by retailers are endorsed more frequently by celebrities in certain sports than others (Lear et al., 2009). The importance of fit between the endorser and the endorsed product has been described as the â€Å"Match-up Hypothesis†, research has focused on physical attraction (Till and Busler 1998). Celebrities can be used to gain attention and maintain sales, while spokesperson’s effectiveness is in establishing a lifelong link with the product (Tom et al., 1992). 5 The perusal of above mentioned studies makes it very clear that endorsements advertisement does have strong impacts on consumers. The present paper has taken a leaf from these studies and has proceeded for an empirical investigation, into a Region-Wise Impact of Celebrity Endorsement which is presented subsequently. 3.0 RESEARCH METHODOLOGY Research problems tend to be different from one another and so it requires own special emphasis and different approach. Since the entire research problem is unique in some ways, the research process has to be typically customized. All the steps adopted in the research have been elaborated in the following sections. 3.1 Statement of the problem The present paper aims at finding the extent to which endorsement advertising has been successful to influence the buyer behaviour across Urban and Rural groups. The research problem investigated herein has been precisely defined asâ€Å"Effectiveness of Endorsement Advertisement on Rural vs. Urban Youth buying behaviour†. 3.2 Objectives 1. To study the likeability of the endorsement advertising. 2. To study as to what extent endorsement advertising impact the consumer behaviour towards endorsed Brands. 3. To comparatively study the Impact of endorsement advertisement on Rural vs. Urban Buyer Behaviour. 3.3 Hypothesis In order to ensure effective analysis and understanding of data collected for the purpose of this study, the following hypothesis have been framed: 1 H0: There is no specific impact of celebrity endorsements in Advertising on Youth. 2 H1: There is no significant difference between Urban and Rural Youth with respect to effectiveness of endorsement in advertising. 3.4 Research Design The present research is descriptive in nature as it aims at comparatively studying whether endorsement advertising has an impact on Youth buyer behaviour. It also aims to find out as to what type of consumers in terms of locality is more 6 influenced by endorsements. Information has been collected from the respondent with the help of a structured questionnaire. The universe of the study is the state of Haryana covering both cities and small villages. Since it was not feasible to study the entire region, the researcher drew a sample. 3.5 Sampling Design and Sampling Technique Nine hundred eighty questionnaires were administered. Fifty questionnaires were found to be incomplete and hence were excluded in the final data. Therefore, data from nine hundred thirty respondents have been collected and analyzed. Due care has been taken to ensure that enough number of Urban and Rural respondents be included in the sample. 3.6 Data Collection Method In the present study, Structured Questionnaire method has been used to collect the data. In some case, particularly in case of semi-literate/illiterate respondents, personal interview technique was used to draw out information as per the questionnaire. 3.7 Scaling of Items A five point Likert’s scale from â€Å"Strongly Agree† to â€Å"Strongly Disagree† was used to measure the response to each statement (Items). 3.8 Tools of Data Analysis The data collected have been duly tabulated and classified. Thereafter it has been analyzed with the help of simple percentage technique to describe the present status of respondents. Chi-square test has been used by the researcher to study the association between various variables as well as to study the association between quantitative and qualitative variables. 7 Table 1.1 PROFILE OF RESPONDENTS Sr.No Percent N Percent 243 41.39 126 36.73 369 39.67 20-24 184 31.34 116 33.81 300 32.25 24-28 2) N 16-20 1) Profile of Respondents Age (in yrs) Urban (587) 160 27.25 101 29.44 261 28.06 Location Rural (343) Urban Total (930) Percent Rural N % N % 587 63.11 343 36.89 Percent 3) Occupation N Percent N 197 141 144 105 33.56 24.02 24.53 17.88 99 78 88 78 4) Students Self-Employed Business Housewife Gender N % 56.98 N Percent 28.86 296 22.74 219 21.28 229 16.90 183 Female Male 530 N N 400 % 43.02 INTERPRETATION: 1) The Profile of respondents as depicted in Table 1.1 shows that majority of them i.e. 243 respondents almost 42% fall in the category of age bracket of 16 to 20 years. 2) As the study was done to take the opinion of both Urban and Rural audience the data collected revealed 587 (63.11 %) respondents from urban areas as compared to 343 (36.89%) respondents from rural areas and suburb have been studied. 3) Majority of the respondents who were a part of this survey constituted of students (31.82%), followed by Businessman (24.62%) and Self-employed (23.54%). 4) Due importance was given to take response from both male and female respondents and hence 400 (43.02%) females participated in this survey as against 530 (65.98%) males. 8 31.82 23.54 24.62 19.67 ANALYSIS [S =Sample Standard Deviation] XU = 29.91 XR = 28.34 nU = 587 SU = 8.49 SR = 7.82 nR = 343 HÐ ¾:  µ1 =  µ2 (i.e. there is no significant difference between Urban & Rural with respect to effectiveness of endorsement in advertising) H1:  µ1 =  µ2 (Two tail test) USING Z – TEST At 5% level of significance, the critical value of Z = 1.96 for two tail test. Since calculated value is greater than critical value (Table-value) of Z, we reject HÐ ¾ in favour of H1 and conclude that there is a significant difference between Urban & Rural with respect to effectiveness of endorsement in advertising. 9 Table 1.2 Distribution of Respondents as Regards Attitude Indicators Sr. Indicators Strongly Agree Agree Neutral Disagree Strongly No. Disagree Urban 2) 3) 4) 5) 6) 7) 8) Celebrity Advertisement is more noticeable. Celebrity Advertisement have high recall rate. Celebrity Advertisement positively motivates audience for product purchase. Audience enjoys watching Celebrity Advertisement. Audience have positive attitude towards product having Celebrity Advertisement. Celebrity Advertisement are remembered for a long time. Use of Celebrity Advertisement enhances the credibility of Brands. Celebrity Advertisement is used when brand performance is poor. 10 Urban Rural N % 1) Rural Urban Rural N N % N % % N % N % 214 23.0 170 18.2 97 10.4 48 N Rural % N % Rural N % N % 5.1 88 46 4.9 101 10.8 31 4.3 143 15.3 100 10.7 117 12.5 62 6.67 103 11.0 49 5.2 123 10.2 67 7.2 101 10.8 65 6.9 147 15.8 103 11.0 123 13.2 102 10.9 114 12.2 34 3.6 100 9.7 8.8 54 6.3 5.91 110 11.8 70 7.5 112 12.0 70 7.5 140 15.05 103 11.0 114 12.2 102 10.9 118 12.6 34 3.6 108 11.6 50 5.3 107 11.5 54 5.8 165 17.74 111 11.9 139 14.9 101 10.8 100 10.7 50 5.37 95 10.2 40 4.30 88 9.4 41 4.4 147 15.8 7.4 120 12.9 70 7.52 120 12.9 84 9.03 100 10.7 60 6.4 100 10.7 60 6.4 120 12.90 100 10.7 140 15.0 76 8.17 128 13.7 51 5.48 104 11.1 61 6.5 105 11.2 55 5.9 69 4.3 85 9.13 55 9.4 Urban 9.3 48 180 19.35 108 11.6 100 10.7 40 5.1 87 Urban 50 6.4 103 9) 10) 11) 12) 13) Celebrity Advertisement ignores product quality/feature. Customers only remember celebrities & not brands in Advertising. Use of Celebrity in advertisement increase the cost of brand sold in market. Poorly performing celebrity affects the brand perception negatively. Social ideas may be promoted well by celebrities. 11 154 16.5 91 9.7 100 10.7 65 6.9 118 12.6 77 8.2 110 11.8 55 5.9 105 11.2 55 5.9 150 16.2 135 14.5 126 13.5 94 10.1 120 12.9 50 5.37 95 10.2 25 2.6 96 10.3 39 4.1 200 21.5 115 12.3 145 15.5 80 8.06 90 9.6 40 4.3 77 8.2 43 4.62 75 8.06 65 6.9 194 20.8 103 11.0 131 14.0 76 8.17 102 10.9 69 7.41 95 10.2 35 3.7 65 6.9 60 6.4 146 15.6 109 11.7 132 14.1 104 11.1 133 14.3 57 6.13 91 9.7 33 3.5 85 9.13 40 4.3 ANALYSIS & INTERPRETATION: 1) According to the analysis Shown in the table 1.2 it was found that majority 529 (56.88%) of the respondents including 311 (33.44%) from Urban segment and 218 (23.44%) from Rural segment were in the favor of this statement and hence it was proved that celebrity advertisement is more noticeable. 2) Analysis of Second indicator shows that majority of the respondents 422 (45.37%) including 260 (27.95%) from Urban segment and 162 (17.41%) from Rural segment believe that celebrity advertisement do have high recall rate. 3) As can be analyzed in table 1.2 it is seen that 475 (51.07%) respondents including 270 (29.03%) from Urban segment and 205 (22.04%) from Rural segment strongly feel that if the product is being endorsed by any celebrity it motivates the audience for purchasing that product. 4) Analysis shows that 428 (46.02%) respondents including 280 (30.10%) from Urban segment and 148 (15.91%) from Rural segment enjoys watching celebrity advertisement as it is evident from the above interpretation. 5) However, it was also seen that a total of 459 (49.35%) respondents which included 254 (27.31%) from Urban Segment and 205 (22.04%) from Rural segment do have positive attitude towards product having celebrity advertisement and they enjoyed watching such advertisements. 6) Study revealed this fact that majority 516 (55.48%) of respondents including 304 (32.68%) From Urban Segment and 212 (22.79%) from Rural segment felt that celebrity advertisements are remembered for a long time as they have a strong appeal in the minds of consumers and consumers correlate the products by their favourite celebrity. 7) According to the study conducted it was found 406 (43.65%) respondents including 267 (28.70%) from Urban segment and 139(14.94%) from Rural segment believe that generally celebrity advertisements enhance the credibility of the brands. 12 8) Analysis revealed that 436 (46.88%) respondents including 260 (27.95%) from Urban segment and 176 (18.92%) from Rural segment felt that companies generally used celebrity advertisements when their brands performance is poor and it is difficult for them to sustain their brand in the market. 9) It was evident from the study that 410 (44.08%) respondents including 254 (27.31%) from Urban segment and 156 (16.77%) from Rural Segment felt that that Celebrity Advertisement ignores product quality or any kind of features in it. 10) Accordingly it was found that 505 (54.30%) customers including 276 (29.67%) from Urban segment and 229 (24.62%) from Rural segment only remember the celebrity in that advertisement and somehow tends to forget the brand this shows the power of Celebrities which generally overshadows the Brand. 11) According to the study conducted it was found that majority of the respondents 540 (58.06%) including 345 (37.09%) from Urban segment and 195 (20.96%) from Rural segment felt that if a celebrity is used to advertise a product it however means that it will increase the cost of brand in the market. 12) However with reference to the study conducted majority of the respondents 504 (54.19%) including 325 (34.94%) from Urban segment and 179 (19.24%) from Rural segment felt that a poor performing celebrity does affect the brand perception negatively even if it is their favorite actor, actress or cricketer. 13) According to the study conducted majority of the respondents 491(52.73%) including 278 (29.89%) from Urban segment and 213 (22.90%) from Rural segment felt that the celebrities are perfect alibi when it comes to promoting social ideas. N.B- All the figures mentioned in the above Analysis & Interpretation is the accumulation of Strongly Agree and Agree Variables. 13 Table 1.3 TABLE OF INTERPRETATION Level of Significance – .05 ATTITUDE INDICATORS 1) Celebrity Advertisement is more noticeable. 2) Celebrity Advertisement have high recall rate. 3) Celebrity Advertisement positively motivates audience for product purchase. 4) Audience enjoys watching Celebrity Advertisement. 5) Audience have positive attitude towards product having Celebrity Advertisement. 6) Celebrity Advertisements are remembered for a long time. 7) Use of Celebrity Advertisement enhances the credibility of Brands. 8) Celebrity Advertisement is used when brand performance is poor. 9) Celebrity Advertisement ignores product quality/feature. 10) Customers only remember celebrities & not brands in Advertising. 11) Use of Celebrity in advertisement increase the cost of brand sold in market. 12) Poorly performing celebrity affects the brand perception negatively. 13) Social ideas may be promoted well by celebrities. 14 CHI-SQUARE VALUE 20.54 Hypothesis Accepted 4.28303 Accepted 22.4396 Accepted 5.05116 Accepted 29.466 Accepted 9.402 Accepted 3.9368 Accepted 64.66 Accepted 2.349 Accepted 37.745 Accepted 8 Accepted 13.67623 Accepted 19.764 Accepted DECLARATION This is to certify that the paper is the original work of the authors and has not been submitted elsewhere. For any violation of the copyrights, the author shall bear the sole responsibility. Signature (1st author) 15 (2nd author) BIBLIOGRAPHY Journals and other Articles 1) Brian D.Till (1998) â€Å"Using celebrity endorsers effectively: lessons from associative learning† Journal of Product and Brand Management, Vol: 7, No. 5, Pp: 400-409. 2) Brian D.Till, Michael Busler (1998) â€Å"Matching products for endorsers: attractiveness versus expertise† Journal of Consumer Marketing, Vol: 15, No. 6, Pp: 576-586. 3) Chung-kue Hsu, Daniella Mcdonald (2002) â€Å"An examination on multiple celebrity endorser in advertising† Journal of Product and Brand Management, Vol: 11, No. 1, Pp: 19-29. 4) Darin W.White, Lucretia Goddard, Nick Wilbur (2009) â€Å"the effect of negative information transference in the celebrity endorsement relationship† International journal of retail & distribution Management, Vol: 37, No. 4, Pp: 322-335. 5) David h.Silvera, Benedikte Austad (2004) â€Å"Factors predicting the effectiveness of celebrity endorsement advertisements† European Journal of Marketing, Vol: 38, No. 11/12, Pp: 1509-1526. 6) Diana Seno, Bryan A.Lukas (2007) â€Å"The equity effect of product endorsement by celebrities: A conceptual framework from a co-branding perspective† European Journal of Marketing, Vol: 41, No. 1/2, Pp: 121-134. 7) Kathleen A.Farrell, Gordon V.Karels, Kenneth W. Montfort (2000) â€Å"Celebrity performance and endorsement value: the case of tiger woods† Managerial Finance, Vol: 26, No. 7, Pp: 1-15. 16 8) Karen E.Lear,Rodney C.Runyan,William H.Whitaker (2009) â€Å"Sports celebrity endorsements in retail products advertising† International journal of retail & distribution management, Vol: 37, No. 4, Pp: 308-321. 9) Gail Tom, Rebecca Clark, Laura Elmer, Edward Grech, Joseph Masetti, Jr., Harmona Sandhar (1992) â€Å"The use of created versus celebrity spokespersons in advertisements† Journal of Consumer Marketing, Vol: 9, No. 4, Pp: 45-51. Media 1) Set Max viewed From 12th March 2010-17th March 2010. 2) Star Gold viewed From 9th March 2010- 14th March 2010. 3) Zee Cinema viewed From 2nd March 2010- 6th March 2010. 4) Channel V viewed From 18th Feb 2010- 24th Feb 2010. 5) NDTV News Viewed From 13th March 2010- 17th March 2010.

Regilion and Moral Flaws in Young Goodman Brown

Alexandria Harris Mrs. Thompson Eng. 101 TR. 10:15-12:15 Good vs. Evil the Moral Flaws in Young Goodman Brown In Salem, Massachusetts religion was very prominent in the 1700s, especially during the Salem Witch Trials. Salem, Massachusetts was known for the numerous witch trials, and the persecutions. Many people were accused for practicing witchcraft, being bewitched, and for making covenants with the devil. Nathaniel Hawthorne introduces Goodman Brown as a newlywed husband who is going to embark on a tedious journey into the forest. This journey into the forest was to meet the Devil, and to establish a covenant with him.As he travels, Brown is faced whether to go against his morals, beliefs, and religion. Goodman Brown realizes not everything is what it seems, and he learns about the true morality of the people around him. In â€Å"Young Goodman Brown,† Nathaniel Hawthorne reveals the common differences between good versus evil, and the weakness of public morality, As the sto ry begins we meet Goodman Brown, and his newly wed wife Faith. The couple is talking about the journey Brown is going to take, and Faith is trying to convince him to stay until the morning to travel into the forest.Faith then tells Goodman that â€Å"A lone woman is troubled with suck dreams and such thoughts that she’s afraid of herself sometimes. † When Faith says that it is to let Brown know that she is scared to be alone at night, nor does she want him to tarry off to the forest at the moment. She would rather him stay with her so that she can feel safe, secured, and unharmed. Brown assures her that everything is okay, and that it is going to be a one nigh endeavor. Goodman clings on to this idea of Faith as he starts his journey into the forest. He hopes that as long as Faith stays holy, he can somehow find himself to resist the devil.Goodman Brown feels that the good in Faith’s heart will keep him making irrational decisions. The good that is in faith is s hown so that Goodman can travel without worrying about her. Nathaniel Hawthorne uses Goodman’s wife Faith to represent her purity as a woman. In the 1700s, a pure woman was the best thing in the world. If the woman was pure it made her worth more than anything that an impure woman could offer. Brown states that â€Å"she’s a blessed angel on earth; and after this one night I’ll cling to her skirts and follow her to heaven. Hawthorne is trying to convey that even though Brown has done wrong in his life Faith’s purity could save him from a life of sin. It was known in these times that the men would leave the family for religious purposes. Faith’s purity brings the well-being out of Goodman Brown because he knows that he can’t go wrong with her. Brown realizes that her purity is what keeps him in line, and it is why he insists on remaining good. If he remains on this path, remembers the purity of Faith, and resist wrong doing then he can remai n faithful to his religion.The ribbons that Faith puts on her hat also represent her purity. The color pink is often used when newborn baby girls are born to symbolize that they are young, innocent, and pure. As little girls get older they tend to like this color more than the rest. Pink is used frequently to show the feminine side of girls, and how they are different from boys. The pink ribbons are associated with innocence and modesty. Faith is considered pure because at the beginning she shows to Goodman that she doesn’t want him to leave her alone. The newly wed wife would rather have her husband around her than him travel afar.Hawthorne mentions the ribbons several times in the beginning, and this states her youthfulness as well as her happiness. Traveling into the forest is when the tone shifts from innocent and kindhearted to gloomy and melancholy. Angie Sole states that, â€Å"Goodman Brown’s experience in the dark, evil forest correlated and would have been r ecognized by Puritans as a symbol of mistrust of their own corrupt hearts and faculties. † Soler says this because it represents the deceit, and the darkness of man’s heart. Brown walking into the forest that was gloomy, dark, and the shadows he saw were fighting him.Brown felt like he couldn’t trust the figures because they were deceiving him by their looks. The evil in the story the forest was just like the evil in all the movies, and in the plots of story books. Going into a dark forest doesn’t symbolize anything good. Being in the forest, Brown knew he couldn’t trust his own self, nor could he trusts his desires to keep from doing wrong. The forest with all its evil, deceit, and darkness shows Brown that he doesn’t need to follow in to the path of evil. As Brown travels deeper into the forest, a man who informs him that he is late approaches him.The second traveler with Brown is much older than he is, and Hawthorne describes him to be â⠂¬Å"Considerable resemblance to him, though perhaps more features still they have been taken for father and son. † This is because they looked alike in similar ways. Older man carried a rod hat resembled â€Å"A great black snake. † This snake is the significance in the story because it is known for being a deceiver. In the Old Testament, the snake deceived Eve into eating the fruit from the Forbidden tree. The snake lay to Eve and Adam because the snake was sneaky, mischievous, and deceitful.This is why Eve was easily persuaded to the fruit. Another â€Å"rod/snake† reference is when Moses was trying to convince Pharaoh to let the people of Israel go. When meeting with Pharaoh, Moses casted out his rod, and it turned into a snake. Hawthorne describes the rod in the story as like it was somewhat alive. The snake represents the common evil Brown face throughout the story. Hawthorne uses the weakness of morality throughout the story. This shows how Brown was ashame d of what he was doing as well as what the people around him were doing.Going in the forest is when Brown recognizes the familiar faces. He notices the minister, deacon Gookin, and Good Cloyse traveling into the forest as well. As they are walking, Brown quickly throws his staff, and goes out of sight. It was as if he vanished into the deepening of darkness. Hiding behind the tree, Brown is staying out of sight of the three Salem church members. Making sure that the familiar people of town Brown uses the branches to hide do not see him. He didn’t want as much as a shadow of him to be seen, and while he was hiding Brown begins to pray.As he praying the atmosphere changes, and the clouds start to shift. The Brown hears the indistinct voices laughing, and conversing among each other. This is when he notices something floating in the sky, and this is when he realizes that is its Faith’s pink ribbon. Goodman Brown proclaims â€Å"My Faith is gone! There is no good on earth ; and sin is but a name. Come, devil1 for to thee is this world given. † He says this in spite of the possibility of Faith being in harm’s way. Faith being alive is how Brown was so comfortable with making this journey to speak with the Devil.Her being safe, secures, and out of harm’s way is what made the trip easier, and he used her faith to allow him to resist into temptation. Brown begins to continue walking at a faster pace because he wants the journey to be over with. Getting closer to his destination he comes across an open space that has poles lit up with fire, and this is followed by the thunderous cry of people chanting hymns. Brown comes to the space, and he notices some of the Salem towns people were there too/ He see the minister, Deacon Gookin, and Goody Cloyse, but Faith is nowhere to be found.Brown is confused with what he is seeing. There were two figures that were vaguely noticeable, but Brown thinks they are his parents. Nether the less, he was seized by the arms by the minister and the deacon. They start walking him to the blazing rock where he sees the unveiled. The morality of the people had been changed because Goodman Brown thought all the people were of one faith when they weren’t. The people all walk to the middle of the open space, and the woman who was wearing the veil followed them. A voice begins to speak and this is led to believe that it is the Devil.He calls everyone to attention letting the people know that things are about to come to order. The woman under the veil then reveals herself, and she is no other than Faith. Brown realized that she is a part of the demonic meeting he speaks to her and says â€Å"Look up to the heaven, and resist the Wicked one. † Brown feels that Faith shouldn’t go down the path that he was going down. Since Faith is believed to be the only pure soul in his life, and he wants her to stay in that shape, form, and fashion Regardless of the temptation that she is faced he wants her to resist it.Brown returns to the Salem village the next morning with a new perspective about everyone. The people surrounding him seemed to be coming off as unrealistic, and this is when he starts to think that everything is not supposed to happen. Goodman feels that not only were his morals changed, but the people around him did too. Their morals, beliefs, and religions have changed because before he went into the forest. Brown felt that he was the only one doing wrong, but until he goes into the forest is when he sees the true nature of the people.Hawthorne reveals man weakness to their moral, religion, and beliefs could easily be different†¦ Hawthorne shows that the holiest man could very well be a sinner. Not one man is subjected to being holier than the other. Brown saw the further he went into the forest the more vulnerable to following into evil. Once Faith sees Goodman Brown she runs up to him with joy of knowing that he returned without being harme d. After being in that forest for a night, Brown could not decipher what was right, and he could not tell if what he was seeing was wrong.Being release from Faith’s embracing hug he can not look at her the same. The look was so stern, and sadly given to her, that he passed her without even acknowledging her with a proper greeting. Her female purity was once sacred to Goodman Brown, and he felt that if she kept her faith he too could to right in his life. With the feeling of being deceived, lied to , and bamboozled her purity is no longer void, and it dissolves into nonexistence. Goodman’s innocence left him as he began the journey into the forest, but doing this made him feel corrupted beyond reasons explainable.This shows that everything Brown has seen could very much be a figment of his imagination. In conclusion, Goodman Brown sees that there is more than meet the eye, and that no man is far from sin. Nathaniel Hawthorn shows that your faith may betray you, but it i s also the truth of a waking experience. In this short story Hawthorne uses the differences of good versus evil, and the weakness of morality to convey how people were in the 1700s. By using Goodman Brown, he was able to show the understanding of sin, and to let go of world dependence, and to strive for the life without sin.

Essential psychology for Managers Essay Example | Topics and Well Written Essays - 2000 words

Essential psychology for Managers - Essay Example However, despite the challenges, the manager proved to be leader since he was able triumph over the challenges of the time. The leadership, leadership skills, conflict resolution skills and adequate communication skill, skills fire fighting department manager displays the uncertainties and risks that leaders goes through in daily operations while making efforts to achieve their preset goals. Through manager and his team achieving their goals that display how people work to towards self-actualization. This essay will focus on analysis of the Cotton Club Scenario and make use of theoretical approaches which will include, trait approach, behavioral approach and situational approach. The essay will demonstrate how the three approaches were depicted in the interactions between the managers, employees and the conflicting groups. It was during one of the life Jazz performances by a number of international Jazz artists at Cotton Club when the fans got excited and the security personnel could not manage them. Though the club is mainly dominated by African American, there was an equal proportion of white who were fast becoming fan of Jazz music. Issues of racism dominated the club. Jazz until recently, jazz music was considered as an African American music. During the show, the blacks started to charge against the whites. Since the whites had bloated ego, they resisted being intimidated by the blacks because the former considered themselves a superior race. The tow fiery opposite’s sides began to fight against each other. The whites were out shadowed and began to run for safety out the club. During fight, several people had been fatally injured. The whites gathered outside Cotton Club while the African American remained inside the club. Each group was deriving a scheme on how to revenge against the other. The whites looked more organized while the blacks argued on how to attack the whites who had

Proposal Paper Essay Example | Topics and Well Written Essays - 500 words

Proposal Paper - Essay Example What is the expected outcome of the Patient Protection and Affordable Act? It is hypothesized that, the state government is set to implement all recommendations provided in the Patient Protection and Affordable Care Act (Jacobs & Theda 44). Currently, the basic strategies recommended for implementation of the Act has been put in place. In addition, citizens and corporates also are set to embrace the changes recommended in health care system. Patient Protection and Affordable Act (Obama Care): The Patient Protection and Affordable is a Federal Statute assented by President Obama on 23rd March, 2010 (McDonough 12). The statute recommended changes in the health care systems that are aimed at improving the condition at which citizens can fund for their medical services. In general, the act the act aimed at increasing the quality of medical services, increasing affordability of medical insurance, lowering the numbers of the uninsured by increasing corporate and employer responsibility and reducing the cost of medical care for both the government and individuals (Donald 34). An appropriate research plan would effectively understand the history of health reforms until the reforms created in 2010. This would enable the determination of the appropriateness of the reforms in regards to the continuity of the trend. In addition, learning on the history of the healthcare reforms would enable research to identify the significance of the reforms in changing the health care system. Apart from learning the history, the research plan would include survey from all the involved stakeholders. The government would be consulted on the objectives it has set to achieve by the creation of the affordable act. In addition, it would be consulted on plans created to make the reforms effective in the current healthcare system. Patients would also be consulted on how effective the reforms have been since their creation in 2010. The consumer’s opinion will be

Critical Writing (multiple assignments) Essay Example | Topics and Well Written Essays - 1000 words

Critical Writing (multiple assignments) - Essay Example ed and identifiable nuclear region such as prokaryotes like bacteria apart from the fact that eukaryotes are relatively bigger than prokaryotes is the eukaryotes’ ability to connect and interact with other neighbouring cells to perform even more complex functions such as working together to become internal organs such as the liver or heart, or external organs such as the fingers or eyes. Eukaryote cells also have cellular parts which are separate from one another and covered in a membrane, much like how animals have separate internal organs which have different functions from one another, while on the other hand the cellular parts of prokaryotes are not covered by a protective membrane and is mixed thoroughly with one another, similar to a bowl of creamy soup. Examples of eukaryotes or eukaryotic organisms are minute and one-celled organisms that can only be seen under a microscope such as parasites that cause intestinal diseases like the amoeba, or these can be many-celled an d form complex organs such as a plant’s leaf or a dog’s eye, as well as complete living organisms such as an earthworm or an entire human being. This line graph is effective in showing interested readers on the trends in religious affiliations worldwide. A reason for this would be the use of colourful lines in the graph which are very distinct from one another and the proper labelling of figures, thus it would be easier to see the trends of each religion included in the graph’s legend. However, the line graph’s purpose in this case is to show trends and not the current or actual statistical figures, thus for people who are interested in finding out the world populations for each religion, additional in-text information must be provided. This bar graph shows the yearly growth rate in major religions in the west, and readers can easily deduce it through the percentages shown beside each major religion in the y-axis. The labels are also properly-placed and can be read with ease, even

Discussion 2, ch 15 Assignment Example | Topics and Well Written Essays - 500 words

Discussion 2, ch 15 - Assignment Example The reason for selecting the Washo people is due to how people from this tribe put in efforts in preserving their culture to the extent that even though the Washo language is generally regarded as extinct, there continues to be some elders in Califonia who speak the language today. Another of these tribes is Blackfoot, which is made up of three major groups namely the Piegan, the Kainah, and the Siksika people, and living at the Great Plains (Bruce, 2006). As part of the location of these people, their major occasion was buffalo hunting as the plains were rich in rain forest which supported buffalo ecosystem. This tribe was selected for its unique strength and most aggressive military powers which made them very resistive to oppressive forces that wanted to take their place. 2. Considering the environmental cost of mining described by the authors, which includes poisoning fresh water sources and destroying entire ecosystems, should we value precious metals for jewelry and adornment as much as we do? What does history teach us about the cost of mining? Write a 4-6 sentence paragraph supporting your answer. The authors clearly criticized the negative environmental impact of mining, which includes the poisoning of fresh water and pollution. This notwithstanding, the important role that precious metals play in society, including their use for jewelry and adornment cannot be totally ignored as being useful. This is particularly because of the important economic role of these precious minerals and the role they play in the preservation of the rich culture of indigenous people. Having said this, the lessons that history teach us about the cost of mining must not be ignored as any forms of excesses in practice can live highly consequential effects for the present generation and generations unborn. Having said this, it will be admonished that even if mining will continue to be part of the

Data Analysis report Assignment Example | Topics and Well Written Essays - 2000 words

Data Analysis report - Assignment Example According to Kimiecik (1992) and Beck and Ajzen (1991), what others expect is very key and determines the level of influence they have on another person’s decisions. Subjective norms, perceived behaviour changes and hindrances combine to give rise to intentions. To Beck and Ajzen (1991), a favourable attitude accompanied by the other factors gives a stronger position in making decisions. However, this does not mean that believes alone have any sufficient evidence that intentions change. The study was on theory of planned behaviour and aimed at gaining a deeper understanding of the roles of various factors including subjective norms, behaviours and others that affect/influence the attitude of consumers in making decisions. The researcher sampled in order to draw inferences about the whole population. In the research study, the researcher used a sample of 150 participants. All the participants were sampled from Europe; 73 (35 males and 38 females) of the participants were sample d from UK and the other 77 (46 males and 31 females) were sampled from Germany. The researcher employed the use of a questionnaire to collect the information. Questionnaires are used since they give more information from many participants within a very short time. Further, the closed questions are easier and faster to analyze (Freed, M. et al. (1991). The research tool was developed according to Ajzen (1987; 1991; 2002) laid down procedures. The questions were guided by the objectives of the study. SPSS was used to analyze the data. Various analysis methods were used. Descriptive statistics were used to show data representation while multiple regressions were used to show the significance of the contribution of each independent variable; the amount of change in the dependent variable holding all the other independent variables constant. Before actual regressions. The error terms were tested if they meet all the assumptions employed in regression analysis. Homoskedasticity was tested using the White test (Gore and Altman 1992). Further, correlations were used to show the strength of the relationships between the independent variables. Before all the other analyses were conducted, reliability analysis was conducted to establish the reliability and validity of the variables for inclusion in the study. The results are presented below; Findings Table 1: Profiles Frequency Percent Country United Kingdom 73 48.7 Germany 77 51.3 Total 150 100.0 Gender Female 69 46 Male 81 54 Total 150 100.0 Relationship Status Single 58 38.7 Married or in a relationship 92 61.3 Total 150 100.0 ?/â‚ ¬ spend per week 0-39 ?/â‚ ¬/week 50 33.3 40-79 ?/â‚ ¬/week 68 45.3 80-119 ?/â‚ ¬/week 28 18.7 120+ ?/â‚ ¬/week 4 2.7 Total 150 100.0 All the participants were sampled from Europe; 73 (35 males and 38 females) of the participants were sampled from UK and the other 77 (46 males and 31 females) were sampled from Germany. 69 were females while 81 were males. 58 of the participan ts were found to be single while 92 were found to be married/or were in a relationship. The level of weekly spending was found to be varying much as the findings indicated that 45.3% spend ?/â‚ ¬ 40-79 per week with a meager 2.73% spending ?/â‚ ¬120+ per week. 29.3% of the participants placed their annual earning ranging between ?/â‚ ¬15-24,000 compared to 18.8% who said their earnings ranging from ?/â‚ ¬ 40, 0000 + per year. Table 2: Descriptive Statistics N Mean Std. Deviation Int_Avg 150

Outline, Introduction, Works Consulted, & Title Page Assignment

Outline, Introduction, Works Consulted, & Title Page - Assignment Example At the end of the paper the hope is that a more nuanced overall perspective of Hoover Dam is achieved, to inform policy and general thinking about the future of the dam and the prospects of the dam in context with the future of the United States (A&E Television Networks; Davis et al; Finn; Hiltzik; Wiltshire), Angelier, Jacques et al. â€Å"Neogene paleostress changes in the Basin and Range: A case study at Hoover Dam, Nevada-Arizona†. The Geological Society of America Bulletin. 2013. Web. 27 October 2013. Davis, Raymond et al. Cement Investigations for the Hoover Dam†. Journal Proceedings of the American Concrete Institute 29. 1 June 1933. Web. 14 October 2013. Finn, Matt. â€Å"See and Learn the History of the Hoover Dam, despite the slimdown. Fox News. 9 October 2013. Web. 14 October 2013. Haven, Janet. â€Å"The Hoover Dam: Lonely Lands Made Beautiful†. The University of Virginia American Studies Program. n.d. Web. 28 October 2013. Koch, Wendy. â€Å"Climate change will disrupt US energy supply, report says†. USA Today. 2013. Web. 28 October 2013. Paulson, Larry et al. â€Å"The Limnological status of Lake Mead and Lake Mohave under present and future powerplant operations of Hoover Dam†. UNLV. 1980. Web. 28 October 2013. Wiltshire, Richard, Gilbert, David and Rogers, Gerry. Hoover Dam 75th Anniversary History Symposium: Proceedings of the Hoover Dam 75th Anniversary History Symposium, October 21-22, 2010, Las Vegas, Nevada. 2011. ASCE

Oral history Essay Example | Topics and Well Written Essays - 1500 words

Oral history - Essay Example demned Iraq’s invasion of Kuwait describing it in terms of â€Å"good and evil† where he consistently compared Saddam Hussein, the Iraq president during that time to Adolf Hitler. Bush advocated for clear and unequivocal withdrawal of military forces from Iraq from Kuwait as the only possible resolution to solve the â€Å"act of naked aggression† portrayed by Iraq (Rosenau 48). Deliberations of the United Nations (UN) Security Council, the U.S and here allies reached a conclusion where a timeline was issued to Iraq to withdraw her forces in Kuwait of face the full combat of the allies led by the U.S. My grandfather who hails from Pittsburg was presents a good account of the occurrences during that period serving as a medical personnel in the desert region where the war took place. His position in the forces made him become directly involved with the Gulf War and therefore an interview with him presents a good account of the factors that led to the war, the occurr ences during the war as well as the aftermath o-f the war. The Persian Gulf War resulted with an aim of rolling back the invasion of Kuwait by Iraq that not only served as a threat to the world economy, but also a disruption of the international system. My grandfather describes the occurrences that transpired during the Persian Gulf War as the trigger to the as a result of failure by Iraq to adhere to the warnings given. He describes Hussein’s action on 17th July, 1990 as one that triggered tension between Iran and Kuwait after Hussein accused the UAE and Kuwait as disrupting the world oil market through flooding the market with oil. Specifically, Hussein blamed Kuwait for stealing oil in the Rumaila oil field, an oil source that run beneath the two nations and as a result serving as a sign of economic war against Iraq. In reaction to the economic war that Hussein assumed Iraq presented, Hussein reacted by sending his military forces to Kuwait on 2nd August the same year and the forces invaded and