ENG 1 (should parents be responsible for their children's actions) Research Paper

ENG 1 (should parents be responsible for their children's actions) - Research Paper Example It is the age at which a person is required to take full responsibility of his/her actions (Uniacke 57). Before attaining the maturity age, the behavior of a person is mainly attributed to the parenting style. It is more often assumed that the parent has a great influence on the actions of children since children often do what they have seen others do, and the parent is supposed to be in charge of helping the child to understand good and bad actions. In some instances, the child may act in a unique way that he has never seen anyone else do. Parents are in charge of ensuring that the children learn how to relate with other people. They are expected to teach the children to be respectful to other people as well as their property. This creates a general perception that guides the child in regard to acceptable behavior until he/she attains maturity age. This paper is a critique of whether parents should be responsible for their children’s actions. The behavior of children is largely determined from their moral intelligence. This is the intelligence acquired as the children grow up while observing the behavior of others in the society (Coles 37). Parents are the closest members of the society to the children especially during early childhood when the child develops cognitive capabilities. They need to ensure that the children learn good behavior before they begin interacting with others in school as well as in other social settings. Moral behavior is learned throughout life, but the early stages of development are critical. Parents are required to act as the role models of their children. Kurcinka observes that children tend to learn from the actions of adults (56). If the children witness the parents engaging in unethical behavior such as lying to other people, it is unlikely that they will be convinced that lying is bad. This also applies to other actions such as violent behavior and the use of

Comparison of the Early Civilizations Essay Example for Free

Comparison of the Early Civilizations Essay Paleolithic and Neolithic communities differed from each other in many ways, including their use of tools, their hunting of animals and gathering of food. First of all, the Paleolithic people were the most rudimentary in their use of tools. They did not manipulate them in any way. A rock was just used as it was for pounding or cutting a surface. In addition, the Paleolithic people were nomadic; they traveled around hunting and gathering food. When the supply was exhausted in one place, they moved on to the next in small groups of about twenty or thirty people (Spielvogel, 2003). For this reason, the Paleolithic people were not able to form stable communities. Their family and extended family made up their group, which could eventually die out if the conditions grew too harsh. Especially problematic was the Ice Age. Consequently, the Paleolithic people were very adaptable. They learned how to make fire, shelter and crude tools to hunt. They survived in this way until the end of the Ice Age in 8000 B. C. where cave drawings have survived them to reveal their existence to modern man (Spielvogel, 2003). Unfortunately, population issues forced the Paleolithic man into a new way of life. Hunting and gathering societies required huge areas of land, so as the population grew, so did the demand for land. In fact, Krieger (1994) estimates that for every 25 people the community needed at least 250 acres of land to sustain them. At the time, the population was about 10,000,000 people. Clearly a change was needed. However, the Neolithic people were named so because of the changes made in the style of living. The Neolithic people moved from crude tools to more sophisticated ones. They were able to take that rock from the Paleolithic era and manipulate it so that it formed a sharp edge, making that more of a tool for cutting. Later, toward the end of the era, the people discovered ways to melt certain rocks to form metals. In this way the Neolithic society developed more sophisticated knives, axes and hammers (Spielvogel, 2003). The Neolithic people changed from hunting animals to raising animals for food and from gathering food to growing food. They became agricultural and thus were able to stay in the same place for a long time. This permanence allowed the Neolithic people to form communities and villages. As a result, they could develop products of their own and trade with neighboring communities. Art existed in the Neolithic as well, with some artisans even trading jewelry to other communities. As society progressed, the Neolithic age gave way to the Bronze age about 3000 B. C (Spielvogel, 2003). The civilizations that grew in the river valleys of the Nile and of the Tigris and Euphrates bore some resemblance to the earlier periods of man, but they also are characterized by some marked differences. For example, geography played a role in these developments. First of all, the people were less nomadic than the Paleolithic people. They wanted to stay in the fertile areas mentioned above and to take advantage of its soil. However, because the rivers would sometimes flood, they were forced to develop methods of water control and irrigation in order to remain there (Spielvogel, 2003). The first known society was that of the Sumerians in the Tigris and Euphrates river valley, otherwise known as Mesopotamia. They, like the earlier peoples, learned to build shelters, not with wood or stone, which the Paleolithic and Neolithic people used, but with the limited resources they had, namely mud and clay ((Krieger et al, 1994). Using these bricks, they erected buildings and even walls around their cities. They became the leaders of the countryside, forming political city-states. The dominant form of rule here was a theocracy. The Sumerians built temples and believed that gods ruled the cities and divinely chose the kings to do their biddings. Some people were thus noble, and other people were made slaves. However, the economy was similar to that of the Neolithic people in that it was based on agriculture and trade (Spielvogel, 2003). The Sumerians developed a form of writing called cuneiform, which is a form of picture writing. However, few people learned to write (Krieger et al, 1994). Unfortunately, other communities in the area noticed the power of the Sumerians and wanted what they had. The areas was not very well protected by any natural land forms or waterways, so attacking each other was easy and constant (Krieger, et al, 1994). Thus, war was perpetuated in the world of early man. The Mesopotamian area was in a period of empire building and warring states for over thousands of years. The Nile river valley also provided the same geographic necessities as the Tigris and Euphrates did for the Sumerians. Where the Nile divides (called the Delta) is a very similar geographically as the people’s to the north. The flooding of the river provided very fertile lands, thus encouraging agricultural communities. The Nile was the main mode of transportation, so trade was relatively easy for these people. Unlike the people of the Mesopotamian communities, the Egyptians were secluded by deserts, the Nile, and the Red and Mediterranean Seas. Their lifestyle was not marred or changed by continual warfare. Like the people of the Mesopotamia, religion was also very important. Again, the rulers were determined by divine prophecy, creating dynasties of ruling families. One of the most memorable and interesting aspects of Egyptian religions is the use of pyramids and grave goods for burial. The architecture of these pyramids was so sound that many of them still stand today (Spielvogel, 2003). Art was also popular among the Egyptians as it was among the Sumerians and even earlier people. From the Egyptians, come many modern standards of living. Craftsmen used wood and metals to create sculptures, furniture and drawings. The Egyptians also developed a system of writing and began the basis of an educational system, especially writing and mathematics. These people are credited with inventing the calendar and the process of embalming the dead (Krieger, et al, 1994) The lives of the early civilizations were undoubtedly difficult. Our modern society owes a debt to these people for beginning the seeds of society that has become now a convenient and fulfilling way of life. References Krieger, et al. (1994). World History: Perspectives on the Past. Massachusetts: Heath. Ohio: McGraw Hill. pp. 16-37 Spielvogel, Ph. D. , Jackson. (2003). World History. Ohio: McGraw Hill. pp. 19-53

Celebrity Endorsements in Advertising

Celebrity Endorsements in Advertising Celebrity endorsements Abstract The use of celebrity endorsements is becoming increasing popular amongst organisations to aid in advertising their brand in order to gain a competitive advantage. The use of celebrity endorsements are a means of creating awareness of the brand advertised. This investigations main purpose is to explore the influences that celebrity endorsements have on the consumers motivation to purchase, in particular focusing on sports celebrities. Celebrity endorsement have become a widely recognised form of advertising, however there is still some doubt as to whether celebrity endorsements are an effective technique in influencing consumers to purchase. This investigation will conduct essential research by critically analysing the academic literature, whilst undertaking further primary research to establish a broader insight into celebrity endorsement. Findings from the primary research will be analysed and discussed, finally a conclusion will evaluate primary research against the literature review. Introduction The author will present a general understanding of the topic, in the first chapter. Furthermore, the author will also present the problem area, which this study will be based on, followed by the purpose and outline of the study. Nature of the Topic This report will illustrate relevant research and theories on celebrity endorsement and how they are becoming an attractive tool within advertising. The central point of this investigation will focus on whether celebrity endorsement has an impact on consumers motivation to purchase, and will be primarily looking at sports celebrities. This investigation will emphasis on the use of sporting celebrities in advertisements as they have achieved their celebrity status through sporting success as opposed to it being either ascribed or attributed Achieved celebrity derives from the perceived accomplishments of the individual in open competition In the public realm they are recognised as individuals who possess rare talents or skills. (Rojek, 2001) According to industry sources, approximately 20% of all television commercials feature a famous person, and approximately 10% of the dollars spent on television advertising are used in celebrity endorsement advertisements (Sherman, 1985 cited in Agrawal and Kamakura, 1995). Premeaux (2005 cited in Bailey, 2007) suggests the reason why this figure is so high is the ability of the celebrity endorser to get and hold attention with evidence of the positive impact of celebrity endorsers on brand recall. Freiden (1984) concluded that celebrities are particularly effective endorsers because they are viewed as highly trustworthy, believable, persuasive, and likeable. Although celebrities are an increasingly popular tool in advertising, what impact do they have on consumers attitudes? It is the aim of this study to outline whether celebrities have an effect on consumer purchasing behaviour. To investigate this issue, many key areas of celebrity endorsement need to be researched, including consumer buyer behaviour, the effects celebrity endorsements have had on organisations and consumer attitudes in the past, whilst also assessing possible advantages and disadvantages of using celebrity endorsements in promotion techniques. Rationale for Selecting Topic The initial reason this topic was chosen to research was that the author has a particular interest in this aspect of marketing, and how celebrities are becoming an increasingly attractive tool for organisation to promote their brand and how this technique motivates consumers to purchase. Therefore the rationale as to why I chose this topic area is that it is a current and contemporary issue of marketers. It is a marketing communication tool that is used widely across western culture thus being relevant and significant in todays market. Objectives For this investigation, the author has specific aims that include: To reveal whether celebrity endorsements effect consumers purchasing decisions and to what extent. To examine within the literature review the influence of celebrity endorsers compared with normal people. To carry out appropriate research methodology based on the review of literature that will establish whether celebrity endorsements are successful in motivating consumer purchasing behaviour. To analyse findings and conclude whether celebrities do influence consumers motivation to purchase. Structure Chapter Two Literature Review The review of literature will examine past theories and research on celebrity endorsements, outlining relevant areas involving; consumer buyer behaviour, celebrity versus non-celebrity advertising, key attributes organisation require in an endorser and benefits and limitations of using this communication technique. Chapter Three Methodology This chapter will examine both primary and secondary research methods that have been utilised in this study to enable the author to meet the specified aims and objectives. Additionally advantages and disadvantages of each method will be justified Chapter Four Findings, Analysis and Discussion This section will show the results obtained from primary data, which will be analysed and evaluated against theoretical research presented within the literature review. Chapter Five Conclusion This chapter will interpret and evaluate the findings from primary research conducted in conjunction with academic literature. The conclusion will draw deductions on whether celebrity endorsements do influence consumers motivation to purchase. Literature Review This chapter seeks to explore the most crucial attributes that is mostly associated with celebrity endorsement strategy. This in turn, to apply the following attributes in the methodology part of the study. Introduction The aim of this literature review is to give a comprehensive discussion of the range of theories which offer frameworks to aid in answering the research questions in relation to the effects sports celebrity endorsements have on consumer buyer behaviour. Theories are chosen within this chapter as those which form the core of consumer behaviour theory relating to the marketing principles. In particular literature is explored which examines the influence of sports celebrities in advertising products/brands. One way of perceiving marketing is the achievement of business goals through anticipating, meeting and satisfying consumer needs (Blackwell, Miniard and Engel, 2001). Unsurprisingly markets must conduct consumer behaviour research in order to understand their target customer better than other competition and as a result of this it will allow strategic marketing mixes to work more effectively for organisations (Jobber, 2001). Recent studies maintain that attracting new customers has a much higher cost than the retention of existing ones for an organisation thus companies must build up efficient and effective communications with both existing and potential consumers through its marketing mix strategy. As a result below-the-line promotions have established themselves as a major element of the marketing mix, with advertising traditionally being the dominant communication tool for organisations (Lanman, 2003). In terms of using sports celebrity endorsements in advertising, it is often used in advertising that strongly depends on a strong brand image from a social perception. Celebrities can be seen as a useful force in expressing the brand characteristics to consumers in a direct way. However Solomon, Bamossy, Askegaard and Hogg (2010) state that consumer behaviour is dynamic, meaning the entire purchasing decision process is complex. Customers will be influenced by various factors such as reference groups, social effects as well as local cultural factors, these aspects impact on the way in which a consumer will make decisions. Therefore it is important that marketers carry out consumer research and analysis to be aware of important trends and evaluate these aspects. Due to the characteristics related to the purchasing process, this literature review will focus on individual buying behaviour in relation to sports celebrity endorsement. Defining Celebrity Endorsement Marketers usually use individuals who have achieved some form of celebrity status to serve as a spokesperson for their brand. Most celebrities that are hired by an organisation to endorse their product or brand are popular people, television stars, movie actors or famous athletes (Shimp, 2007). Furthermore, when an organisation decides to use an endorsement strategy as their marketing communication method, one of the main focuses lies within exposing the brand (Kotler, Armstrong, Wong and Saunders, 2008). The use of a celebrity endorser can be seen as the source of a message the company wishes to expose to their target audience. According to Belch and Belch (2009), the term source, when talking about the involvement in communicating a marketing message, can occur either be directly or indirectly. Directly can be the celebrity who functions as a spokesperson for the brand and sends out information that the company desires to deliver to their target audience. Alternatively indirectly is when a celebrity does not send the message but draws attention to and/or enhance the appearance of the advertisement. The marketer must select a celebrity that has a good fit with the brand, that is intended to be exposed (Pringle, 2004). Using sports figures as product endorsers has also been shown to be an effective marketing strategy. Endorsement is the use of a sport celebrity by a company to sell or enhance the image of the company, product, or brand. Product endorsement using sport celebrities has been found to impact attitude toward an advertisement (Tripp, Jensen and Carlson, 1994), increase the likelihood of consumers choosing a product or brand (Kahle and Homer, 1985; Kamins, Brand, Hoeke and Moe, 1989), and increase the profitability of a firm (Agrawal and Kamakura, 1995). Product endorsements may be explicit (I endorse this product) or implicit (I use this product) (Seno and Lukas, 2005). The use of athlete endorsements provides an opportunity for companies to associate with attributes not found in other types of celebrities. More specifically, winning, success, teamwork, and community are associations an athlete may offer that other forms of celebrity may not (Jones, Bee, Burton and Kahle, 2004). When an organisation decides to use a celebrity in their endorsement strategy, there are three important source factors that need to be considered, these include; source-credibility, source-attractiveness and source-power (Belch and Belch, 2009). These attributes will be discussed in section 1.8. Consumer Purchasing Process and Motivation As Individuals consumers usually purchase products or services for personal consumption either for private purposes, domestic or a gift means, these can be defined as end users. Blackwell et al (2001) defines the initial step in the consumer decision process as need arousal in relation to the emotional and psychological needs relevant to the individual consumer, this occurs when an individual senses a difference between what they perceive to be the ideal versus the actual state of affairs. However the degree in which a consumer will actively search to resolve need deficiency relies on the perceived importance of the problem and the distinction between desired and current state. If problem recognition is high then information search and evaluation of alternative options are two potential further stages in the process. Motivation occurs when there is a strong desire or need for a particular product or brand that the consumer wishes to satisfy (Foxall, Goldsmith and Brown, 1998). A seri es of stages must be passed through before an ultimate decision is made whether to purchase or not, during this process a brand choice will be made. Branding strategies used by organisations should be aware of factors that may effect an individuals motivation with regards to needs satisfaction when obtaining products/brands through the initial stages of the consumer decision making process. One determinant of the extent a consumer will evaluate a brand is the involvement the product entails; high involvement decisions means there is a need for extensive evaluation and information search (Hawkins et al, 1992). Price is frequently seen as a main indicator of involvement level as individuals spend increasingly more time searching and comparing information and prices. Whereas Schiffman and Kanuk (2009) claim that customer satisfaction depends on the product or service matching consumer expectations. It has been suggested that each member of the household has definable roles within the decision making process which includes: initiator or gatekeeper, influencer, decider, buyer and user (Blackwell et al, 2006 pp. 486). It is unsurprisin g that organisations pursue branding strategies that incorporate reference group influences such as celebrities to create a specific brand image for the consumer. Popularity of Celebrity Endorsement 235 Celebrity advertising has become increasingly popular amongst organisations with the attempt to get consumers to spend. McCracken (1989) recognised that celebrity endorsement is a ubiquitous feature of modern marketing. The number of organisations now using celebrities in their advertising has increased, as according to Stephens and Rice (1998) In the USA, the use of celebrity endorsers have increased from a little over 15 percent to approximately 25 percent of all adverts between 1979 and 1997. However the celebrity heat is even more evident in Japan with around 70 percent of Japanese commercials featuring a celebrity (Kilburn, 1998). Erdogan et al (2001) highlights the rise of celebrity endorsement in the United Kingdom with approximately one in five marketing programs featuring some type of celebrity endorsement. These figures demonstrate the prevalence of the celebrity appeal as a method of persuasive communication (Hsu and McDonald, 2002). Atkin and Block (1983) claim two fundamental reasons why celebrities are increasingly utilised within advertising. Firstly, celebrities are more efficient at attracting attention to an advertisement in the cluttered stream of messages in which consumers are inundated with advertising messages and secondly, celebrities are perceived as more entertaining and seen as trustworthy because of apparent lack of self-interest. Although the number of advertising featuring celebrities has increased and it seems inevitable that it will in the future, there is still a question of whether celebrity endorsement has an impact on consumers behaviour. This topic will be examined further during the next section. Celebrity Adverts Effectiveness in Relation to Consumer Behaviour 430 OGuinn et al (2008 pp 9) states that advertising plays a pivotal role in world commerce and in the way consumers experience and live their lives as it is part of our language and our culture. Advertising is important part of the decision making process as it enables the consumer to learn about products and the availability of that product, if advertising did not exist, consumers would not be aware of any new products on the market. According to McCracken (1989) a consumers are constantly moving symbolic properties out of consumer goods into their lives to construct aspects of self and world. Consumers face various adverts that try to impact the way in which we behave as a consumer. It is imperative that marketers have advertising campaigns that capture the attention of their target market in order to impact on behaviour. This provides an important incentive to use sports celebrities as part of their advertising promotion as celebrities attract consumers attention with their appealing status which organisation feel will benefit the products awareness (Erdogan, 1999). OGuinn et al (2008 pp 349) describes that a celebrity testimonial will increase the adverts ability to attract attention and produce a desire in receivers attempting to emulate or imitate the celebrities in which they admire. Additionally Atkin and Black (1983) emphasize that celebrity endorsers may be influential as celebrity endorsers are considered to be highly dynamic, with attractive and engaging personal qualities. Audiences may also trust the advice provided by some famous persons, and in certain cases celebrities may even be perceived as competent to discuss the product. It is essential that marketers select an appropriate spokesperson to communicate the message of the brand to consumers effectively, as if a celebrity is chosen that is not admired or relatable to the target market this will hinder the advertisements effectiveness. However Assael (1984 cited in Kamins, 1990) suggests that celebrities are effective endorsers because of their symbolic aspirational reference group association. In addition, Kamins (1990) argues that reference groups provide points of comparison through which the consumer may evaluate attitudes and behaviour. Reference groups vary in how consumers perceive their own characteristics and lifestyles, and whether such celebrity advertising may generate these attitudes and behaviour. Schiffman and Kanuk (2004) believes that sports celebrities can be a powerful force in creating interest or actions with regard to purchasing or using selected goods or services. However Foxall and Goldsmith (1998) believe that a celebrity endorsement does not create a strong pre-purchase attitude but can impact and cause change in the consumers perception process. The complexity of consumer buying behaviour is coordinated with a complexity in assessing the effect of sports celebrity advertising on such behaviour Celebrity Vs Non-Celebrity Endorsement 232 Few studies have compared the impact of celebrity advertising with non-celebrity advertising in determining their effectiveness on consumer behaviour. An investigation conducted by Friedman et al (1977) that used advertisements with celebrities and non-celebrities for a fictitious brand of sangria. They found that the celebrity version of the advertisement had higher rates on the dependant variables; probable taste, advertising believability and purchase intention, compared to the non-celebrity version. Additionally, a study done by Gardner and Schuman (1986) revealed that fifty-three percent of respondents reported that sponsorship (endorsements) increases the likelihood of brand purchase. Agrawal and Kamukura (1995) found that on average firms announcing contracts with celebrities experienced a gain of 44 percent in excess returns. Also a study by Atkin and Block (1983) emphasised that advertisements that had celebrities appearing in them had more positive effects on consumers than those with non-celebrities. Previous research indicated the importance celebrity endorsements have on consumer behaviour. Atkin and Block (1983) consider that the effectiveness of celebrity endorsement is due to the fact consumers believe that the celebrity does not really work for the endorsement fee, but are motivated by genuine affection for the product. Moreover, Tripp et al (1994) showed that the number of exposures to a celebrity advertisement negatively influenced consumers intention to purchase. For an advertisement campaign to have the desired effectiveness on consumers behaviour, the selected celebrity must have certain attributes to attract and retain the consumers attention. Vital Attributes of a Celebrity Endorser 66 Marketers try to select individuals whose traits will maximise message influence. The source may be knowledgeable, popular, and/or physically attractive; typifying the target audience; or have the power to reward or punish the receiver in some manner. Kelman (1961) developed three basic categories of source attributes: credibility, attractiveness and power. Each influences the recipients attitudes or behaviour through a different process (Belch and Belch, 2009). Source Attributes and Receiver Processing Model (Belch and Belch, 2009) Credibility 352 Credibility is the extent to which the receiver sees the source as having relevant knowledge, skills experience and trust to give unbiased and objective information (Byrne et al, 2003). Source credibility is used to imply a communicators positive characteristics that will affect the receivers acceptance of a message (Ohanian, 1990). It can be assumed that a communicator (celebrity) can be perceived as knowledgeable and a person with expertise. Furthermore the source needs to be trustworthy, honest, ethical and believable (Belch and Belch, 2009). These two attributes, which a celebrity must have to be a successful endorser in an advertising campaign, are discussed more in-depth below. Expertise: Belch and Belch (2009) states that a spokesperson is often chosen because of their knowledge, experience, and expertise in a particular product or service area. Ohanian (1990, cited in Belch and Belch, 2009) found that the perceived expertise of celebrity endorsers was more important in explaining purchase intentions than their attractiveness or trustworthiness. Ohanian also suggests that the celebrity spokespeople are more effective when they are knowledgeable, experienced and qualified to talk about the product they are endorsing. Source expertise in persuasive communication, indicates generally that the sources perceived expertise has a positive impact on attitude change (Horai et al, 1974). Trustworthiness: In comparison to expertise, a celebrity needs to be trustworthy when endorsing a product or service. This is based on how honest the celebrity is about what they say concerning the brand (Schiffman and Kanuk, 2009). Additionally, Belch and Belch (2009) argues that while expertise is important, the target audience must also find the source (celebrity) believable. Ohanian (1990) maintains that when a celebrity is perceived more trustworthy, the message will be more effective and the receiver will be more integrated. Thus, trustworthiness is the degree of confidence in the communicators intentions to communicate the assertions they consider being most valid (Ohanian, 1990). Belch and Belch (2009, Pp 179) argues that information from a credible source influences beliefs, opinions, attitudes and behaviour through a process called internalisation which occurs when the receiver adopts the opinion of the credible communicator since they believe information from the source is accurate. Once the receiver internalises an opinion or attitude, it become integrated into their belief system and may be maintained even after the source of the message is forgotten. Attractiveness 352 Ohanian (1990) suggests that physical attractiveness is an important cue in an individuals initial judgement of another person. Source attractiveness is related to physical attributes such as: Similarity, Likability and Familiarity (Belch and Belch, 2009). Similarity is a supposed resemblance between the source and the receiver of the message, while familiarity refers to the knowledge of the source through exposure. Likability is affection for the source as a result of physical appearance, behaviour or other personality traits (Belch and Belch, 2009 pp 182). Source attractiveness leads to persuasion through a process of identification whereby the receiver is motivated to seek some type of relationship with the source (celebrity) and thus adopts similar beliefs, attitudes, preferences, or behaviour. Further more if the source (celebrity) changes position, the receiver may also change (Belch and Belch, 2009 pp 182). Marketers acknowledge that receivers of persuasive communications are more likely to attend to and identify with individuals they find likable or similar to themselves. The three attributes similarity, likability and familiarity are explored in more detail below. Similarity: In terms of similarity, Belch and Belch (2009) claims that individuals are more likely to be influenced by a message coming from someone with whom they feel a sense of similarity. If the communicator (celebrity) and receiver have similar needs, goals, interests and lifestyles, the position advocated by the source is better understood and received. Likability: Marketers recognise the value of using spokespeople who are admired: TV and movie stars, athletes, musicians, and other popular figures. Marketers believe that the use of a popular celebrity will favourably influence consumers feeling, attitudes and purchase behaviour. However the company must consider a number of factors when deciding to use a celebrity spokesperson such as over-shadowing the product/brand, being overexposed and the target audiences receptivity and risks to the advertiser (Belch and Belch, 2009) Familiarity: In the celebrity endorsement context, familiarity has been defined as knowledge of the source through exposure (Erdogan, 1999 pp 299). According to Belch and Belch (2009) familiarity can be considered as the level of knowledge a celebrity possess of a brand. When an organisation considers choosing a celebrity for their advertising campaign, they need to analyse the previous knowledge a celebrity has or how they will utilise their knowledge in the exposure stage. Power 103 The final characteristic Kelmans classification is source power. A source has the power when they can actually administer reward or punishment to the receiver. When a receiver perceives a source as having power, the influence process occurs through compliance. The receiver accepts the persuasive influence of the source and acquiesces to their position in hope of obtaining a favourable reaction or avoiding punishment. However the power source characteristic is very difficult to apply in a non-personal influence situation such as advertising. A communicator in an advert cannot apply any sanctions to the receiver or determine whether compliance has occurred (Belch and Belch, 2009) Match-Up Theory 256 From the literature it has become evident that a spokesperson interacts with the type of brand being promoted. According to Friedman and Friedman (1979 cited in Atkin and Block, 1983), a celebrity spokesperson is more effective for products high in psychological or social risks relative to a normal spokesperson; such elements include good taste, self image and opinion of others. Various research investigations have explored the congruency between celebrity endorsers and brands to examine the effectiveness of using celebrities to advertise products/brands. (E.g. Marin, 1996; Till and Busler, 1998; Till and Shimp, 1998). Results have revealed that a number of celebrity endorsement have shown to be very successful whereas others have completely failed, this results in the termination of the respective celebrity communicator (Walker, 1992). However, assuming that an individual just has to be famous to represent a successful spokesperson would be incorrect (Solomon, 2008). The match-up theory suggests that the effectiveness depends on the appropriate match between an endorser and the product/brand (Till and Busler, 1998). Empirical studies on the congruency theory frequently focus on the physical attractiveness of the celebrity endorser (Till and Busler, 1998). According to Kahle and Homer (1985) attractive sources are more effective in terms of attitude change when advertising brands that enhance individuals attractiveness. Although Ohanian (1991) recognises a popular individuals ability to create awareness and initiate desire for an advertisement, Ohanian concludes that this may not necessarily change consumers attitude toward the endorsed brand and that for a celebrity spokesperson to be truly effective, they should be knowledgeable, experienced and qualified to talk about the product. A deeper insight in the complex process of celebrity endorsement is provided by the meaning transfer model, this will be discussed in section 1.12. . Fit Factor 112 The determinant of the match between celebrity and brand depends on the degree of perceived fit between brand (brand name, attributes) and celebrity image (Misra and Beatty, 1990 cited in Erdogan, 1999). Miisra and Beatty (1990) suggest that when a celebrity endorsers a brand, the characteristics of that celebrity may be compared with the advertised attributes of the brand by the audience for congruence or fit with their available person-schema. The degree of congruence between the new information (the brand attributes) and the existing information (the celebritys characteristics) may then influence the level of recall of the new information. Numerous investigation in social cognition have discovered that usually congruent information is remembered better that information incongruent or irrelevant with existing schemas (Cantor and Mischel, 1979; Cohen, 1981; Taylor and Cracker, 1981) Balance Theory 234 This theory works within the framework of cognitive consistency, a principle stating that consumers value harmony among their thoughts and that they are motivated to reconcile incongruent thoughts. The evaluation of an object is affected by how the evaluation will fit with other related attitudes held by the consumer. Thus, balance theory is useful in explaining attitude formation and attitude change. Balance theory (Heider, 1958 cited in Dean, 2002) considers relations among objects the consumer may perceive belong together, linked by association, proximity, similarity, ownership, or common fate. A balance theory explanation of endorsement suggests three elements linked in a triangular relationship: the endorser (celebrity), the product/brand and the consumer. A celebrity may desire to endorse a product/brand, believing that the product/brand is a good strategic fit. This establishes a positive sentiment connection between the celebrity and the brand (one side of the triangle). If t he consumer has pre-existing positive sentiment toward the endorser (the second side of the triangle), it is likely the consumer will form an attitude or change an existing attitude to be positive toward the brand (the third side of the triangle). This occurs because consumers desire harmony in their beliefs, and it would be unstable (unbalanced) to have a positively valued element linked to a negatively valued element. However alternatively the consumer could re-evaluate sentiment toward the brand to make it negative and hold a negative attitude of the endorser; this would also balance (Dean, 2002). Meaning Transfer Model 214 McCracken (1989) explains the effectiveness of celebrity spokespersons by assessing the meanings consumers associate with the endorser and eventually transfer to the brand. Kambitsis et al (2002 pp 160) shares this perspective and found that athletes personality was an important factor when influencing specific target groups, to which such personalities are easily recognisable and much admired. McCracken suggests a meaning transfer model, which is made up of three subsequent stages. Firstly, the meaning related with the celebrity moves from the endorser to the product/brand. Thus, meanings attributed to the celebrity become associated with the brand in the consumers mind. Finally, in the consumption process, the brands meaning is acquired by the customer. The third stage of the model illustrates the significance of the consumers role in the process of celebrity endorsed brands. The meaning tr

Postmodernism and the Fundamentalist Revival Essay -- Postmodernism

Postmodernism and the Fundamentalist Revival   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   For contemporary Western—particularly American—thought, there have been two prevailing theories, at polar ends of the spectrum.   There is the belief that there are absolute ethical forces, and there is the belief that there are no set standards of judgment.   Both of these views seem extreme, attacking our sense of modernity and our sense of personal values.   Consequently, most people find their place somewhere moderately between the two.   As between belief and unbelief there is agnosticism, or between moralism and immoralism there is amoralism, between the belief in standards and the belief in no standards there is postmodernism.   Postmodernism places at its core that there is no unified theory or objective standard by which to judge every thing that is and that â€Å"there can be no independent standard for determining which of many rival interpretations [†¦] is the right one† (Fish).   Postmodernists th us assign the label â€Å"opinion† to most qualitative concepts:   a belief in an afterlife, bagels, and international politics cannot be judged on the same scale.   This is very egalitarian, allowing people to have personal beliefs while not necessarily bothering others with them.   Even in light of the fundamentalist wave that crashed after the terrorist attacks of September 11, 2001, postmodernism, the central philosophy of contemporary America, has withstood the test of time. As a form of thinking, postmodernism has had an easy existence in the latter half of the 20th century.   After World War II, the only conflicts we have had either involved bloodless politics (the Watergate scandal), isolated events (the Cuban missile crisis), or ideological disputes (Korean and Vietnam... ...st theories, was strong enough (or possibly flimsy enough) to withstand a new fundamentalist revival.   The belief in polar rights and wrongs is stronger now, after the attacks, but postmodernism’s invulnerability does not mean that it is incorruptible to these polar beliefs.   A new philosophy that incorporates both of these ideas may soon emerge, seeking to pacify opponents of each, and, even if it succeeds, such a ideological fusion would be born in postmodernism, in the belief that this idea of standards and measurements cannot be completely disproven. Sources Cited Fish, Stanley.   â€Å"Condemnation Without Absolutes.†Ã‚   New York Times.   A19.   15 Oct. 2001 Halliday, Fred.   Two Hours that Shook the World.   London:   Saqi Books, 2002 Rothstein, Edward.   â€Å"Attacks on U.S. Challenge the Perspectives of Postmodern True Believers.†Ã‚   New York Times.   A17.   22 Sep. 2001. Postmodernism and the Fundamentalist Revival Essay -- Postmodernism Postmodernism and the Fundamentalist Revival   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   For contemporary Western—particularly American—thought, there have been two prevailing theories, at polar ends of the spectrum.   There is the belief that there are absolute ethical forces, and there is the belief that there are no set standards of judgment.   Both of these views seem extreme, attacking our sense of modernity and our sense of personal values.   Consequently, most people find their place somewhere moderately between the two.   As between belief and unbelief there is agnosticism, or between moralism and immoralism there is amoralism, between the belief in standards and the belief in no standards there is postmodernism.   Postmodernism places at its core that there is no unified theory or objective standard by which to judge every thing that is and that â€Å"there can be no independent standard for determining which of many rival interpretations [†¦] is the right one† (Fish).   Postmodernists th us assign the label â€Å"opinion† to most qualitative concepts:   a belief in an afterlife, bagels, and international politics cannot be judged on the same scale.   This is very egalitarian, allowing people to have personal beliefs while not necessarily bothering others with them.   Even in light of the fundamentalist wave that crashed after the terrorist attacks of September 11, 2001, postmodernism, the central philosophy of contemporary America, has withstood the test of time. As a form of thinking, postmodernism has had an easy existence in the latter half of the 20th century.   After World War II, the only conflicts we have had either involved bloodless politics (the Watergate scandal), isolated events (the Cuban missile crisis), or ideological disputes (Korean and Vietnam... ...st theories, was strong enough (or possibly flimsy enough) to withstand a new fundamentalist revival.   The belief in polar rights and wrongs is stronger now, after the attacks, but postmodernism’s invulnerability does not mean that it is incorruptible to these polar beliefs.   A new philosophy that incorporates both of these ideas may soon emerge, seeking to pacify opponents of each, and, even if it succeeds, such a ideological fusion would be born in postmodernism, in the belief that this idea of standards and measurements cannot be completely disproven. Sources Cited Fish, Stanley.   â€Å"Condemnation Without Absolutes.†Ã‚   New York Times.   A19.   15 Oct. 2001 Halliday, Fred.   Two Hours that Shook the World.   London:   Saqi Books, 2002 Rothstein, Edward.   â€Å"Attacks on U.S. Challenge the Perspectives of Postmodern True Believers.†Ã‚   New York Times.   A17.   22 Sep. 2001.

Characterisation Essay

Main character: The character that plays the biggest role in the plot of the story. Major character: Characters that play a big role in the story. Minor character: Characters that play a minor role in the story. Round characters: Round characters are like real people. They have complex, multi-dimensional personalities. They are capable of growing and changing. They are often, but not always, major characters. Flat characters: They have one-dimensional personalities. They represent or portray one particular characteristic. They are a type, e.g. the jealous lover, the fool or the grumpy, old man. They are often, but not always, minor characters. Dynamic characters: They change as a result of their experiences. Static characters: They do not learn from their experiences, and, thus, remain unchanged. How does the author convey character? 1. Telling: The narrator tells how the character is, feels, thinks, etc. 2. Showing: The character reveals his or her personality through what the character says and does. 3. Setting: The author might use the setting (time and place) to say something about the character, e.g. about the character’s emotions or feelings. 4. Comparison to other characters: It might be useful to analyse how the character relate to the other characters in the story, e.g. if there are characters that are in opposition to, or different from, the character in question. 5. Appearance: The character’s clothes, looks and general appearance can often tell us something about the character’s personality. Questions to ask when analysing characters: 1. Is the character a main, major or minor character? 2. Is it a round or a flat character? 3. Is it a dynamic or a static character? 4. Does the author reveal the character through showing or telling, or both? 5. What does the way the character speaks reveal about his character? 6. What does his behaviour reveal about his character?  7. Is she similar or different from other characters in the story? How does she relate to the other characters? 8. Has the setting shaped the character’s personality? 9. Does the setting reflect the character’s mood or emotional state?

Doing Good vs. Helping

Doing Good vs. Helping Doing good deeds for people does not always lead to beneficial results. Even if something is done with good intentions, there is always the possibility that it can backfire and actually cause damage. There is a large dependency on what the person doing the deed sees as good. Also, deeds done with good intentions do not always result in wholly good outcomes. Actions can have a positive effect on the situation at hand, but, in turn, have a negative effect on some related situation. There is also the possibility that an action may prevent something better that would have otherwise occurred.When a person tries to help another, the deed that is done might only appear beneficial to the person trying to be generous. For example, when a samurai is defeated in battle but is not killed, rescuing them may appear to be the humane thing to do. However, the samurai would see dying in combat much more honorable than fleeing.I took this photo of a document I ownIn this, point of view is the key fact or in deciding whether or not the action taken is truly good. Giving starving people food from an animal they held sacred would achieve a similar result. If a country wished to ship relief materials, which included beef, into a country highly populated by Hindus, a seemingly good deed could turn disastrous. The Hindus would not only have no use for the meat, but also be offended by the offer because the Hindu people regard the cow as a holy animal. The amount of good that is done is again dictated by point of view. In a milder way, if a person having software issues is using a program that is outdated, a technician might see upgrading to a newer program as the simplest solution. If the user is familiar with...

Obtaining Objective Truth in Regards to Martin Luther Kings Role in the Fight for Equality in the United States

Obtaining Objective Truth in Regards to Martin Luther Kings Role in the Fight for Equality in the United States Introduction Martin Luther King is one of the most celebrated human rights fighters who fought for the second liberation in the United States. Historians and journalists have written a lot about his life and the contributions he made towards the fight against racial discrimination in this country.Advertising We will write a custom research paper sample on Obtaining Objective Truth in Regards to Martin Luther Kings Role in the Fight for Equality in the United States specifically for you for only $16.05 $11/page Learn More Martin Luther King came out strongly to fight for the rights of the blacks and other minority races in this country when it was clear that the time for equality had come (Hermann 94). Hermann says that the credit given to Martin Luther was well deserved because of the devotion he had given to that fight. Although many human right activists had come before him and the others came after, he is generally considered as an icon in the fight again st racial discrimination and injustices that were very common during his era. Sitkoff (55) attributes his popularity to his eloquence and his level of knowledge. He made very moving speeches that touched the hearts of people. The fact that he took the non-violence approach in his confrontation also played part in his growing popularity. King became even more popular after his assassination as many linked his death to his fight against racial discrimination. However, there has been a question of whether he deserved the attention that was given to him or not. This research is focused on determining if objective truth is possible to obtain in regard to Martin Luther Kings role in the fight for equality in the United States. Historians and Scholar’s View of Martin Luther King’s Role in the Fight for Equality in the United States Historians and scholars have made a lot of contributions to discovering the life of Martin Luther King and his role in the fight for equality in t he United States. According to Helg (67), King was one of the people who made massive contribution to the fight against racial discrimination. He made moving speeches and engaged in high level talks with various members of the society in an attempt to end the discrimination. During his fight to end the discrimination, he was generally seen as a man who was sincere to his people and was always focused on achieving the main agenda of equality for all the members of the society. Baldwin (112) says that although many other human rights crusaders came before and after him, most of them were hypocrites who were only interested in achieving benefits for themselves. The scholar further says that other activists who were before him were majorly interested in gaining fame and financial affluence. Most of them were even used by the government and other powerful organizations to jeopardize the fight for freedom. However, King gave his life in order to achieve the most important objective of equ ality for everyone.Advertising Looking for research paper on history? Let's see if we can help you! Get your first paper with 15% OFF Learn More Martin Luther King made a lot of contribution in the fight for the second liberation in the country (Hermann 94). This scholar says that before King could rise to fame as a human rights crusader, he had made several sacrifices as an individual interested in achieving equality in the society. Although he had received a good education and secured a well-paying job, King liked associating himself with the poor members of the society who were the most affected by the social discrimination in the society. This could be partially what made him look like a hero. Most of the other people of his class preferred leading a quite life of affluence. However, King did not consider such life necessary when other members of the society were suffering because of discrimination. Sitkoff (31) notes that Martin Luther King was a hero wh o did not fear of confronting the mighty members of the society who strongly believed in racial superiority. He says that King was always ready to face them and tell them that it would be a better place if everyone were given equal rights and opportunities. There were cases where King faced a number of threats before he was finally assassinated, but he did not relent in the fight for equality. The fact that he was finally assassinated is a clear demonstration that the threats he had been receiving were real (Hermann 98). People who were not pleased by his conviction that there is need for equality were ready to do everything to stop him. He knew that these threats were real. He was aware that some clandestine groups were planning his murder because of the movement he had started and was leading in this country (Helg 89). However, this did not stop him. This made him even more convinced that there was need to fight for freedom of the blacks and other races that were discriminated aga inst in that society. He always insisted that it would be better to sacrifice his life for the sake of liberation of million of others who were suffering from the heat of discrimination (King 67). This explains why Martin Luther went on with his fight for equal rights of Black Americans. Of all the prominent people in the United States who championed for equality, King stands above the rest because of his sincerity, and the conviction he gave towards the fight for equality for all the Americans (Hermann 56). Can objective truth be obtained in regard to Martin Luther Kings role in the fight for equality in the United States? This is one of the most important questions that many scholars have been asking about the role played by King in the fight for equality in the United States. The above short analysis has given a general picture of what historians and journalists have been reporting about Martin Luther King Junior. King has gained a lot of fame after his death. When he was assassi nated, many people attributed his death to his fight against racial discrimination (Hermann 56).Advertising We will write a custom research paper sample on Obtaining Objective Truth in Regards to Martin Luther Kings Role in the Fight for Equality in the United States specifically for you for only $16.05 $11/page Learn More He was therefore seen as a martyr who died in order to liberate other members of the society from suffering. Death made him be associated with success that was later achieved in the fight against discrimination. Begag (90) says that this could have been the reason why many historians and scholars have been full of praises when writing about his life. According to this scholar, there is a possibility that in most of these historical accounts, much has been ignored in regard to Kings life, especially issues that could be considered defamatory. It may be very challenging to obtain the objective truth about the contribution of King in the fig ht for equality in the United States because most of his contributions were made after his death. Most of the historians and journalists have been highly dependant on his moving speeches when recounting his contribution in the fight against discrimination. In the short analysis done above, there may be given an impression that there were no other human rights crusaders who championed for equality in this country but Martin Luther King. Nothing can be further from the truth. There were other activists who made serious contributions to that fight, but their ideas have been ignored by the historians. The deeds made by King could have overshadowed them, but they made remarkable contributions that should not be ignored. Some scholars believe that it is possible to obtain some objective truth in regard to Martin Luther King’s role in the fight for equality in the United States. Several historians and journalists have taken time to dig into the life history of King. Most of their re ports have been very objective in reporting about the activities that King engaged in before his assassination (Hermann 56). Although most of the available reports differ in the approach taken in analyzing the life history of King, they concur in the specific roles that King played in fighting for equality. King’s life history has been retold, and as Cohen (26) notes, at some points, there have been some distortions based on the interests of people interpreting his contributions. The fact that King died because of his human rights activism earned him a lot of respect and admiration among the historians and journalists who have reported about his contribution towards equality. Many people have considered looking at his activities from just one angle the positive impacts he had on this fight. Following his assassination, the American society experienced massive reduction on racial discrimination. Begag (87) also holds that objective truth can be obtained in regard to Martin Lu ther King’s role in the fight for equality. This scholar says that King made massive contributions to fighting for racial equality in the country, and this has widely been reported by historians and journalists.Advertising Looking for research paper on history? Let's see if we can help you! Get your first paper with 15% OFF Learn More Most of the materials available from many historians and journalists have extensively discussed his positive impact on fighting racial injustices. King has been seen as a saint not only in the United States, but also in other parts of the world. The late Nelson Mandela and King have been seen as the icons in championing for equality. For this reason, most of the readers are always interested in knowing how King participated in the war, what speeches he delivered, which challenges he faced, and how he managed to overcome them. The fact that he was assassinated on a day when he had planned to join a group of poor Americans to champion for their rights will always convince people that he was a true hero in this fight. As Fairclough (49) notes, this made most people associate him with the success in fighting racial discrimination. Given that readers are always looking for his positive contributions, historians and journalists have been reporting on positive events associated with him. T he most appropriate time of recording a real contribution made by King towards the fight for equality would have been immediately after his demise. This would have been done successfully if the scholars involved in recording these accounts took an impartial position in their work. However, the society was full of support for him, and any slight attempt to publish any negativity about him would have been seen as a betrayal in the fight for equality in the USA. The society was full of praises for King and sympathy for his family, and for that reason, many of the scholars avoided negative comments about him. Most of the historians were carried away by the admiration the society had for the King following his assassination (Jadueson 89). However, researchers who may be interested in understanding his actual contributions to the fight for equality can easily get to know the objective truth. King was born in 1929 and died in 1968. The main part for the fight for equality in this country w as played from the late 1950s to 1968 when he was assassinated. Some people who lived in that era are still alive, and they can help in finding the truth about his contributions. People who are interested in discovering the truth of him can easily do so by conducting objective research on his life and work. The specific activities that King engaged in can be documented during the research on his life. Using available documents about his life may be the first step in finding the objective truth about him. For instance, it would be interesting to understand the reason why the Federal Bureau of Investigation closely monitored his movement though he was not a criminal. The reports made in regard to his activities before his assassination would offer invaluable source of information about the real contributions he made in the fight for equality. The newspaper reports and other periodicals of that period may offer insight into his true contributions. This is so because at this time, judgm ents of the journalists were not clouded by the sadness caused by his sudden brutal murder. These documents would report on the activities he engaged in as soon as they took place. The next step would be to engage those who actively got involved in his activities in one way or another. Some scholars, especially those who were close to him, can also help in telling the truth about his activities in fighting racial discrimination. For this reason, scholars who are determined to know the objective truth can easily obtain it through research. Some scholars have argued that it may not be easy to achieve the objective truth in regard to the contribution of Martin Luther King in the fight for equality in the United States. The contributions made by King in fighting racial discrimination are great (Hermann 94). However, the magnitude of his movements has been magnified that it becomes very difficult to extract the truth. This scholar says that in his fight for human rights and racial equali ty, King engaged in various activities, some of which may not pass as a war against racial discrimination. In the 1960s, America was involved in Cold War with the USSR, especially it concerned ideology. Most Americans believed in capitalism, while the USSR was strongly pushing for communism. Although there was a general belief that government of the United States was not keen fighting racial discrimination, it was not justifiable for King to associate with the communists who were generally seen as enemies of the country. Shah (78) says that King accepted finance from the communists in his movement, people who were considered enemies of this country. However, such engagements are not always given priority by historians who have been writing about his life and the civil rights activities. This is lack of objectivity in their reporting. King was a normal human being, bound to make some normal human mistakes. When reporting about his contribution, it would be appropriate to mention both the positive and the negative impacts he made in this fight. This way, it becomes easy to obtain the objective truth about what he did to help this society abolish racial discrimination. Manheimer (45) notes that it may be very complex to get the objective truth about the contributions King made towards the fight for equality. According to this scholar, most of the success story about the fight for equality in this society during his era has always been associated with him. This is so even in cases where other human rights crusaders played leading roles in the fight. Conclusion It is clear from the above analysis that Martin Luther King made a lot of contribution to fighting against racial discrimination. Many scholars have claimed that it is difficult to obtain the objective truth about the work made by King in the fight for equality in the country. While this claim may have some facts, the truth is that a detailed research into the life of King would easily reveal the objective t ruth about his contributions to this fight. With a detailed research done on his activities, it is possible to obtain this truth. Baldwin, Lewis. To Make the Wounded Whole: The Cultural Legacy of Martin Luther King, Jr. Minneapolis: Fortress Press, 1992. Print. Begag, Azouz. Ethnicity Equality: France in the Balance. Lincoln: University of Nebraska Press, 2007. Print. Cohen, Warren. Profiles in Humanity: The Battle for Peace, Freedom, Equality, and Human Rights. Lanham: Rowman Littlefield, 2009. Print. Fairclough, Adam. Martin Luther King, Jr. Athens: University of Georgia Press, 1995. Print. Helg, Aline. Our Rightful Share: The Afro-Cuban Struggle for Equality, 1886-1912. Chapel Hill: University of North Carolina Press, 1995. Print. Hermann Top of FormMubetM, Harvard. The Long Struggle for Racial Equality in America. Lexington: University Press of Kentucky, 2010. Print. Hermann, Spring. The Struggle for Equality: Women and Minorities in America. Berkeley Heights: Enslow Publishe rs, 2006. Print. Jadueson, Troy. Becoming King: Martin Luther King, Jr. and the Making of a National Leader. Lexington: University Press of Kentucky, 2008. Print. Top of Form King, Martin. The Papers of Martin Luther King, Jr. Berkeley: University of California Press, 1992. Print. Manheimer, Ann. Martin Luther King Jr: Dreaming of Equality. Minneapolis: Carolrhoda Books, 2005. Print. Shah, Ruchir. Martin Luther King, Jr. Barrington: EZ Comics, 2007. Print. Sitkoff, Harvard. Toward Freedom Land: The Long Struggle for Racial Equality in America. Lexington: University Press of Kentucky, 2010. Print.

Red Azalea essays

Red Azalea essays The purpose of this paper is to introduce, discuss, and analyze the book "Red Azalea: Life and Love in China," by Anchee Min. Specifically, it will describe life in Communist China during the Cultural Revolution (late 1960s) for a young woman, and comment on the degree of independence-choice enjoyed by women in the book. The women living in China during the Cultural Revolution did not enjoy independence or choice they lived in fear and under constant scrutiny of the Communist Party. Anchee Min's book "Red Azalea" is a touching story of a young girl growing up under Communist rule in China. She had a difficult life, and although women took part in the Cultural Revolution and were an important part of it, women and all Chinese were not independent or free during this time, they lived under the watchful eye of the Communist Party. Most of what they did was not of their own free will, but chosen for them by the Party. Min says she was a grownup by the age of five, and she certainly had no choice about it it was expected of all the children, as she writes here: "I was an adult since the age of five. That was nothing unusual" (Min 4). She has to act as an adult because her parents, and everyone's parents, were busy working for the Revolution, and they had no choice either, because they would have been sent away, or even killed if they did not support the Communist Party and their Revolution. It is very clear that Min and her family did not enjoy the freedom and independence we enjoy here in America. At one point in the book, she is forced to speak out against her favorite teacher, Autumn Leaves, by the Party, and she does it because she is so afraid of them. I did not know why I was crying. I heard myself calling for my parents as I took the microphone. I said Mama, Papa, where are you? The crowd waved their angry fists at me and shouted, Down! Down! I was so sca ...

Watching TV Essay Example | Topics and Well Written Essays - 1000 words

Watching TV - Essay Example For that reason, it keeps people more aware of their surroundings making people smarter when it comes to solving societal issues. Therefore, in my opinion TV makes people to be intelligent. This argument is in agreement with Steven Johnson essay† watching T.V makes you smarter.† The choice of material that people choose to watch on television is what matter in relation to the intelligence it is going to add on that person. For example, shows like Simpson have an entertaining aspect while at the same time has quality of morals and knowledge that it shares with it viewers. For that reason, most people who spend their time watching the Simpson get to grasp knowledge what the show is trying to bring out (Johnson 170). Furthermore, the shows targets the average American so promoting the life of a middleclass American. By so doing, it encourages individuals who watch the show because they know that there is a person who understands what they are facing each day, hence adding and intellectual advantage. Moreover, television has its advantages when it comes to the group of people it wants to target. The television shows that are aired have an age bracket meaning that the content that is aired for children adds some intellectual value. For example, tellytubbies and other cartoons act as a good method to measure the children intellectual capability to establish whether they understand the content. Thus, although the content is entertaining it also grabs the attention of the children meaning that at the end of the show they will have achieved something. Furthermore, television acts as an intellectual advantage because it promotes many possibilities such as higher learning, as well as, providing entertainment (Johnson 175). For example, when watching a documentary a person get to understand many thing and by seeing the visual pictures on the documentary makes them more alert; hence, acting as a great source of gathering

The Ideas of the Preamble Essay Example | Topics and Well Written Essays - 1000 words

The Ideas of the Preamble - Essay Example The framers had a problem with the assignment of all the powers to one person or branch. They never wanted the happenings of Great Britain to befall them. They needed all the people under the United States to be united into one big nation, hence promoting overall loyalty (Bomboy 135). Establishing Justice Justice to Bomboy (136) entails treating all people equally and with the respect that they deserve. Each individual’s human rights should be clearly spelt out and respected accordingly. In the articles this issue was not well spelt out and many individuals found themselves being treated with bias as compared to others. In a just society, it does not matter where you come from, what you do or your race as all individuals should be treated with equal measure. The article seemed to allow racial segregation in some way, a practice that is full of injustice. The United States’ comprise of people drawn from many races, thus, without clearly condemning racism, the society wou ld be full of injustice (Bomboy 137). This was the reason why the framers saw the need to stress the importance of justice in a society. Insuring Domestic Tranquility Tranquil means calm while domestic refers to home. By stating that the US people need domestic tranquility, it meant that they desired calmness from within the nation (Bomboy 138). Before passing the constitution, the United States had no domestic tranquility. In particular, during the Shay’s Rebellion the congress was driven out of Philadelphia city by the army of its own. This could have been the result of people’s dissatisfaction on how the state was being ruled. The activities taking place during the time depended purely on the congress’ decision. The decisions of the congress were absolute and the people were not given a chance to contribute to the issues of governance. Bomboy (138) asserts this was the reason why the framers started the preamble by saying that, â€Å"We the people†¦Ã¢â‚ ¬  meaning they desired their government to be ruled by the people. Provide For the Common Defense This ideal sought to put emphasis on having united defense rather than divided one. The framers saw it good to have a single defense protecting all the United States instead of each single state setting up its own defense (Bomboy 140). They thought that having a common defense would promote the overall unity among the United States as compared to leaving each state with the responsibility of protecting its own territory. The articles which the US used to govern its people before the adoption of the constitution did not emphasize the importance of having a common defense. They left each state with this responsibility exposing the states to numerous conflicts as they struggled to protect their territories (Bomboy 140). Having a common defense will hold all the United States answerable to one government, consequently reducing conflicts since all territorial issues will be handled by a si ngle party. Promote the general welfare Bomboy (143) defines welfare as the general well being of the people especially in aspects like: happiness, prosperity and fortune. It entails people having social, health, economic and psychological good. The general good as stated in the constitution preamble, refers to the promotion of people’s general well being by the government. This can be done through the provision of good infrastructural facilities, quality education, making healthcare

International peopel management Essay Example | Topics and Well Written Essays - 3500 words

International peopel management - Essay Example However this is not a child’s play despite all the help and guidance provided by the books and articles on this respective subject. Managers who are putting an effort to find out face several problems and hurdles and this is what this article will deal with the problems of investigating employee commitment in an organization. Before we move on to the main topic of our discussion it is very important that we make clear that exactly employment commitment is, what are the different types, why is it so important and what are the symptoms of low employment commitment. This is what this section will deal in. Employment commitment in simple English can be defined as the emotional connection that a worker feels towards his or her organization. Along with this it is also the degree to which he associates himself with his respective firm and the feeling of belonging he has for the firm. In short it can be defined as the attachment of an emotional level to ones firm. It will be a surprise to know that not all types of commitment are desirable and they also have different factors that lead to different types of commitments (Kickul 2001). For the purpose of understanding we will take up two kinds of commitment here, the first one being effective commitment which is the true emotional connection of an individual havin g with the firm. This is also known as organizational loyalty. However this emotional connection can be towards peers, customers, profession or the job and not necessarily the whole of the organization. The second type of commitment is the continuance commitment. This is not completely an emotional connection but more of a mental act. This basically exists when employees feel that it is best for them to stay with the firm they are working for their personal benefit. For instance, if they find their firm progressing effectively and successfully they will find it

'How has the Y Generation changed HRM practice' Thesis

'How has the Y Generation changed HRM practice' - Thesis Example A fundamental concern in employee retention is how the so-called Generation Y affects HR practices. This issue emerged out of the principle that generations of employees differ in their characteristics, and, hence, have different needs, desires, behaviour, expectations and requirements needed to be satisfied. With the aim to investigate the impact of Generation Y on HR practices, four objectives were laid down. A case study approach was adopted for the study which is qualitative in nature. Data was collected through both primary and secondary methods. Primary data was collected through interviews of employers and survey of employees. More or less the same questions were posed to both and the responses evaluated. All the four objectives have been achieved. The study concludes that as yet organizations have not changed their policies to a large extent. They have made some changes in areas such as salaries and work schedules but training, mentoring and incentive programs still need to b e looked into. Moreover, some of the changes which they feel is in the interest of the Yers, is not what the Yers expect. The Yers expect challenging assignment s and personal development while the organization believes that they would expect higher salaries.This suggests that the HR managers have not understood the values and beliefs of the Gen Y. The Yers seek rewards and recognition programs which is a better motivator than higher salaries. The HR professionals yet do not seem to know what drives the Gen Y. The study concluded after making recommendations for further research on the subject. Limitations to the study were highlighted. Table of Contents Chapter I Introduction 1.1 Background 1 1.2 Rationale for research 2 1.3 Research aims and objectives 3 1.4 Organization of the study 4 Chapter II Literature Review 2.1 Introduction 5 2.2 Generation Y 2.2.1 Definition 5 2.2.2 Characteristics of Gen Yers 6 2.2.3 Generational differences 7 2.3 Career expectations and aspirations 7 2.4 Difference in work attitude 9 2.5 Challenge for the HR practitioners 10 2.6 Summary of literature review 11 Chapter III Methodology 3. Methodology 13 3.1 Research philosophy 13 3.2 Research phenomenon 13 3.3 Epistemology 14 3.4 Research approach 14 3.5 Research Methodology 15 3.6 Case study method 15 3.7 Time Horizon 16 3.8 Data collection 16 3.9 Data Analysis 17 3.10 Ethical concerns 18 Chapter IV Findings and Discussions 4.1 Introduction 19 4.2 Findings 19 4.3 Discussion 21 Chapter V Conclusion and Recommendations 5.1 Conclusion 25 5.2 Recommendations 27 5.3 Limitations of the study 27 5.4 Reliability and validity 28 References 29 Appendix 31 Chapter I Introduction 1.1 Background Retaining talent is a major concern for all organization in every sector. This has become intense due to labor mobility prompted by the forces of globalization. Recruitment too becomes a challenge as older members start to retire while the younger members just enter the workforce. Thus, the organizations too need to be as dynamic as the changing business environment (Reisenwitz and Iyer, 2009). They must be aware of the characteristics of the entry level recruits and understand their needs and aspirations. It may appear that there is not much difference in attitudes and aspirations between the current youngest generation, namely Gen Y and the previous generation, Gen X. Many scholars and researchers have conducted studies and they have found significant difference between these two generations. To maintain competitive advantage while also focusing on profitability HR experts experience ‘a war of talents’ as they scramble to deal with talent shortage and its consequences. To manage talent successfully an organization cannot afford to focus on the top performers alone. The

Methodology rationale of a lesson plan Essay Example | Topics and Well Written Essays - 3750 words

Methodology rationale of a lesson plan - Essay Example This is followed by detailed analysis or the lesson plan and peculiarities of students’ perception of material and attitude to learning, their interests and cooperation during the lesson. Also there will be suggested an action plan for my self-improvement and advance in my future teaching skills. Final point of my paper includes brief conclusion on done work. Primarily, I want to pay attention that my lesson is designed for young students. They are Libyan and their appropriate age is from 16 to 19. The topic of the lesson is Life Stories. The lesson contain the story about doctor who leave his son burial to save life of unknown boy, precisely listening a rude and angry perturbation of his father. Hence, the story is totally edifying and provides a great example of execution of duty no matter what. Moreover, given text teaches respect and politeness even in stressed situations. These are serious and important moral categories, discussing which will be useful affair for young generation. Their age induces them to think over some eternal notions together with sense of life and people’s behaviour. This is the age of self-identification in the world and understanding of who you are. So topic Life Stories with a big moral purport I consider to be highly appropriate for these learners. It more or less matches with their interests and pre tends to be interesting for students. The learners are 10 in number. It is a suitable amount what gives an opportunity to tell your own opinion for everybody, and to discuss the main important points of the topic in pairs and with the full class. Learners study language at their private school for ten years. English is a part of their syllabus so they study General English. Level of knowledge of these Libyan students is intermediate. As there was no verbal part in the exam process for them, they mostly concentrated on the structural form of the language avoiding the meaning and use of them as a result; they are good at writing and

Multiculturalism in America and Its Impact on the American Identity Essay - 2

Multiculturalism in America and Its Impact on the American Identity - Essay Example It is evidently clear from the discussion that America is a multicultural society, where different cultures coexist alongside each other. Multiculturalism started as a movement at the end of the 19th century in the United States and Europe. The mass immigration of southern and eastern Europeans and Latin Americans were the driving forces behind it. The genesis of multiculturalism was the concept of cultural pluralism. The different features of different cultures often combine and incorporate. In this way, a cultural blend is formed which creates an environment of tolerance and respect for each other. In a multicultural society, individuals have the freedom to practice their own religion, follow their own dressing code, to eat what they want and participate in cultural practices despite its variance from the mainstream cultural norms. Since the first half of the 19th century, United States has witnessed a constant mass immigration. These immigrants have played a pivotal role in shapin g the cultural landscape of America. The immigrants having their own values, beliefs and attitudes, created their own perception of the adopted home. The passing of these beliefs and attitudes to their children, made them experience not only the cultural practices of their parents but also those followed by the wider society. The effect that it creates, is a more tolerant and open-minded society. In a globalized world, ideas such as isolation and discrimination are not acknowledged anymore. Multiculturalism fosters the idea of inclusiveness, where the society is vibrant and open to change. The different individuals bring their own experiences, tastes, and flavors thus making the society diverse and rich. Cultural tends to conflict create conflict, which creates divisions within a nation. Multiculturalism, on the other hand, strengthens the nation due to its cohesive nature.

'How has the Y Generation changed HRM practice' Thesis

'How has the Y Generation changed HRM practice' - Thesis Example A fundamental concern in employee retention is how the so-called Generation Y affects HR practices. This issue emerged out of the principle that generations of employees differ in their characteristics, and, hence, have different needs, desires, behaviour, expectations and requirements needed to be satisfied. With the aim to investigate the impact of Generation Y on HR practices, four objectives were laid down. A case study approach was adopted for the study which is qualitative in nature. Data was collected through both primary and secondary methods. Primary data was collected through interviews of employers and survey of employees. More or less the same questions were posed to both and the responses evaluated. All the four objectives have been achieved. The study concludes that as yet organizations have not changed their policies to a large extent. They have made some changes in areas such as salaries and work schedules but training, mentoring and incentive programs still need to b e looked into. Moreover, some of the changes which they feel is in the interest of the Yers, is not what the Yers expect. The Yers expect challenging assignment s and personal development while the organization believes that they would expect higher salaries.This suggests that the HR managers have not understood the values and beliefs of the Gen Y. The Yers seek rewards and recognition programs which is a better motivator than higher salaries. The HR professionals yet do not seem to know what drives the Gen Y. The study concluded after making recommendations for further research on the subject. Limitations to the study were highlighted. Table of Contents Chapter I Introduction 1.1 Background 1 1.2 Rationale for research 2 1.3 Research aims and objectives 3 1.4 Organization of the study 4 Chapter II Literature Review 2.1 Introduction 5 2.2 Generation Y 2.2.1 Definition 5 2.2.2 Characteristics of Gen Yers 6 2.2.3 Generational differences 7 2.3 Career expectations and aspirations 7 2.4 Difference in work attitude 9 2.5 Challenge for the HR practitioners 10 2.6 Summary of literature review 11 Chapter III Methodology 3. Methodology 13 3.1 Research philosophy 13 3.2 Research phenomenon 13 3.3 Epistemology 14 3.4 Research approach 14 3.5 Research Methodology 15 3.6 Case study method 15 3.7 Time Horizon 16 3.8 Data collection 16 3.9 Data Analysis 17 3.10 Ethical concerns 18 Chapter IV Findings and Discussions 4.1 Introduction 19 4.2 Findings 19 4.3 Discussion 21 Chapter V Conclusion and Recommendations 5.1 Conclusion 25 5.2 Recommendations 27 5.3 Limitations of the study 27 5.4 Reliability and validity 28 References 29 Appendix 31 Chapter I Introduction 1.1 Background Retaining talent is a major concern for all organization in every sector. This has become intense due to labor mobility prompted by the forces of globalization. Recruitment too becomes a challenge as older members start to retire while the younger members just enter the workforce. Thus, the organizations too need to be as dynamic as the changing business environment (Reisenwitz and Iyer, 2009). They must be aware of the characteristics of the entry level recruits and understand their needs and aspirations. It may appear that there is not much difference in attitudes and aspirations between the current youngest generation, namely Gen Y and the previous generation, Gen X. Many scholars and researchers have conducted studies and they have found significant difference between these two generations. To maintain competitive advantage while also focusing on profitability HR experts experience ‘a war of talents’ as they scramble to deal with talent shortage and its consequences. To manage talent successfully an organization cannot afford to focus on the top performers alone. The

Multiculturalism in America and Its Impact on the American Identity Essay - 2

Multiculturalism in America and Its Impact on the American Identity - Essay Example It is evidently clear from the discussion that America is a multicultural society, where different cultures coexist alongside each other. Multiculturalism started as a movement at the end of the 19th century in the United States and Europe. The mass immigration of southern and eastern Europeans and Latin Americans were the driving forces behind it. The genesis of multiculturalism was the concept of cultural pluralism. The different features of different cultures often combine and incorporate. In this way, a cultural blend is formed which creates an environment of tolerance and respect for each other. In a multicultural society, individuals have the freedom to practice their own religion, follow their own dressing code, to eat what they want and participate in cultural practices despite its variance from the mainstream cultural norms. Since the first half of the 19th century, United States has witnessed a constant mass immigration. These immigrants have played a pivotal role in shapin g the cultural landscape of America. The immigrants having their own values, beliefs and attitudes, created their own perception of the adopted home. The passing of these beliefs and attitudes to their children, made them experience not only the cultural practices of their parents but also those followed by the wider society. The effect that it creates, is a more tolerant and open-minded society. In a globalized world, ideas such as isolation and discrimination are not acknowledged anymore. Multiculturalism fosters the idea of inclusiveness, where the society is vibrant and open to change. The different individuals bring their own experiences, tastes, and flavors thus making the society diverse and rich. Cultural tends to conflict create conflict, which creates divisions within a nation. Multiculturalism, on the other hand, strengthens the nation due to its cohesive nature.

Persuasive Speech Essay Example for Free

Persuasive Speech Essay When signing up to be an organ donor you usually think only your major organs will be used; however, something as small as a ligament of yours is used in popular surgeries such as anterior cruciate ligament (ACL) reconstructions. When someone tears their ACL they usually have a choice to have an autograft, or use one of their own ligaments, but they can also choose to have an allograft, or take a cadaver’s ligament to repair it. Each has it’s advantages and disadvantages, but I personally think that the better option is the allograft because I think the advantages are better than using your own ligament from another part of your body. The advantages consist of faster operative time, less post-operative pain, and a faster recovery time. When taking a cadaver’s ligament it decreases the time of the operation. Since the surgeon doesn’t have to take time to harvest and prepare the allograft as he or she would have to do with an autograft it saves a little time. The big time saver though is not having to make two different incisions and not having to cut the tendon that would be taken from the patient. This advantage is perfect for the many people who can’t be under anesthesia for that long (Cluett). Since the operative time is faster due to not having to make two different incisions, the pain after the operation is a lot less painful than the autograft. Less post-operative pain is due to no incisions in the patellar tendon or the severing of the hamstring tendon to obtain the graft. The only pain you will be left with is the actual site of the ACL rather than additionally having pain in the tendon that would have been cut. Janice Lloyd, the medical reporter from USA Today states, when using a cadaver ligament the incision is usually smaller thus creating less pain on the incision site (Lloyd). Lifting of the leg is much easier and a lot less painful since the hamstring was not bothered; however, bending is still going to be just as  painful since the ACL is the major ligament being pulled when you bend the knee. Less pain significantly helps lead to a faster recovery. The Recovery is essentially faster in an allograft because of many reasons. Dr. Zane Uhland, an Oklahoma City Orthopedic surgeon says, â€Å"The incisions are smaller; therefore, helping the site be more difficult to become infected which could not only cause even more more drastic pain, but can also cause you to have to have another surgical procedure to drain the infection† (Uhland). The hamstring not having to be cut can help to prevent a dramatic loss of strength back there; therefore, allowing for less physical therapy time. Since the replacement ligament is not taken from you, you only have to focus on rehabilitating on the main muscles supporting the knee and making them strong again. Cadaver ligaments or allografts are a better choice and have better advantages than autografts when repairing a torn ACL. Although they do have their disadvantages such as infections like any major surgery, it is very unlikely for that to happen these days when done properly. I personally experienced ACL reconstructions twice throughout my lifetime. I was tackled on the football field while I was cheering at a football game. His helmet hit my knee, and blew out my knee causing my ACL to tear. When I met with my doctor they gave me the option of which surgery I wanted to try. I got the privilege of trying out both methods; using my hamstring ligament the first time then a cadaver ligament the second. The hamstring option not only put me in the worst pain of my life, but also failed after three months of returning to cheerleading. The cadaver ligament was not only a lot less painful, but the healing process was dramatically faster and physical therapy wasn’t something I dreaded going to anymore.

The What Is Gender Inequality Sociology Essay

The What Is Gender Inequality Sociology Essay Introduction Gender inequality, or in other words, gender discrimination refers to unfair rights between male and female based on different gender roles which leads to unequal treatment in life. The concept: gender inequality has been widely known in human history but not until the beginning the 20th century has the transformation of gender relations become one of the most rapid, profound social changes (Wright Rogers 2009). And at the same time, the position of men and women were generally set. The growth of this situation has been obviously seen. According to a survey in America females salary at work is 75% as low as males. Coming back to last century, at work, when men were paid 1 dollar, the amount that women received was just 58 cents, in accordance with the law in 1963(Tran 2012) . And in Vietnam, gender inequality is shown in the difference between two genders in the number of babies. Statistics of Ministry of Planning Investment in 2010 reported that there were 110.6 new-born boys out of 100 new-born girls which was much higher than the standard rate. However, as a matter of fact, gender discrimination has made a big argument in society about whether the equality among genders should be encouraged or not. Regarding to this problem, American people seem to appreciate the position of women, meanwhile, the Chinese tend to think of higher power of men in life (Chang n.d.) Thus, this paper, with the purpose of reporting the current states of gender inequality, its impacts as well as the solutions to improve this trend, will give you another look at this controversial problem. 2. Discussion of findings 2.1. What is gender inequality? Gender inequality is a threatening problem which causes unfair treatment in society between different genders. These dissimilarities are distinguished from biological and anatomic factors, especially from differing reproductive roles in life. This misperception comes originally from the wrong understanding about the position of each gender in life.. And from every angle of life we all see the paradox that makes women suffer adversities and put women into unpleasant situation. However, the method of gender discrimination in one place differs from that in others. For example, in workplace gender equality accelerate when you enter the job racing, not only the dissimilar salary, inequality at work is demonstrated through the differences between genders and the amount of money paid (Hsu 2012). In the past, men are prone to have more chances to do things like schooling. Young women seemed to have fewer opportunities for higher education than young men. Regarding to the reasons and the origin of gender inequality, it can be seen that Asia would be the place where gender discrimination has seemed to be a tradition. According to the General office for population family planning, the idea of distinguishing men from women came from the impacts of Confucianism and the awareness of people about life. Men were thought to have a duty of continuing the ancestral line. In that society, not having a son meant to be disrespectful towards the ancestor. Going on with this wrong conception, women are more likely to lose the role in community (Nguyen n.d.) 2.2. How gender inequality affects our lives? Initially, gender inequality has effects on the scale of population. According to statistics of the General office for population family planning, because of the discrimination of genders, the number of new-born boys and girls is unequal. To some people, the hope to have a son loses the balance between two genders. Unfortunately, this situation has occurred for such a long time, so the impacts of it in the population are rather big. As report of Ministry of public health, it is estimated that, despite the attempt to reduce the fluctuation between the birth of boys and girls, in 2020 there will be 4.3 million men more than women. Minister of ministry of public health statement (cited in Phuong 2012), said that if this trend still keeps on going, it will lead to quite a few consequences in security and the order of society before marriage age of children. Now we can see an obvious consequence among the Chinese. According to a Blue Paper on Society released by the China Academy of Socia l Science, there will run short of brides in ten years because of severe gender imbalance among young people, particularly among under 19-aged people (Tang 2010). Secondly, the discrimination of genders leads to some consequences in education. Education is a important tool, is the key to the growth of human. And no matter what gender a person is, he has right to expose to education like others. Chaudhry Rahman (2009 p.175), in reporting World Bank 2001, Schultz 2002, Strauss and Thomas 1995, King and Hill, 1993, World Bank 2007, stated that there are many empirical evidences that, increase in female education improves human development outcomes such as child survival, health and schooling. However, lower female education had a negative impact on economic growth as it lowered the average level of human capital (Klasen 2002, cited in Chaudhry Rahman 2009, p.175). World Bank in 2001 reported that in almost all poor countries, there is a high trend of educational impacts of gender inequality. In poverty, girls are more likely to be influenced to approach education. Finally, economy is the field that is consequently affected, because there is a link between education and economy. The impact of gender inequality on economy is found through the number of male and female students in primary and secondary school which is negative (Barro and Lee (1994) and Barro and Sala-i-Martin (1995), cited Stephan Klasen, p.4). And they claimed that a large gap in male and female schooling may signify backwardness and may therefore be associated with lower economic growth( Barro and Lee (1994) and Barro and Sala-i-Martin (1995)). And lets take China- a country which is famous for strong gender imbalance all over the world- as an example of modeling the impact of gender imbalances on economic performance (Golley Tyers 2012). As mentioned earlier, China is facing a lack of brides 10 years to go and this trend leads to the problems of women purchasing crime. Especially men in poor provinces now are exposing to marriage market and this situation makes the black marke t of selling wife on the rise, said the deputy director of the China Population Association- Tian Xueyuan (cited Tang 2010). Another economic impact of gender discrimination is unequal wages among male and female. According to Yang Juhua, a professor with Renmin University, the wages of women is much lower than mens despite the same level of position (cited Tang 2010). Tang also mentioned the chances to get a job of women are smaller and there is more likelihood of being refused on applying for jobs. 2.3. How do people think of this situation? Ninety-three years ago, people in some places in the world first officially celebrated the International womens day. In ninety three years, there have been a lot of changes made in terms of changing attitudes of people about the inequality of genders. Nowadays we are living in a developed world which is contributed by both men and female so why female have to suffer such that inequality which they dont deserve to? Generally speaking, this kind of inequality has existed for a long time and in every area of the world, no matter where it is ( Chang n.d.). Now its time for the world together make this out-of-date conception fade away. To some extent, the Nobel Committee stated that we cannot reach democracy and peace unless we wouldnt give equal rights and chances for women have. For the sake of making economic recovery, U.S. Secretary of State Hillary Clinton claimed that promoting women to participate in economy and increasing their productivity is the key to economic growth (cited Sharma Keefe 2011). In the relationship between economy and education, people cannot underestimate the importance of education. To flourish the economy system, people have to make an effort on schooling. Regarding to the solutions to this, setting up gender-sensitive schools is a crucial step in making a nice environment for learning and teaching. Helping female feel more confident in studying, improving a gender-sensitive curriculum which reflects national policy on gender equality to instruct is also necessary (Clarke 2005, p.11) Fortunately, recently there are many positive responses toward gender equality which make people optimistic about a fair world in the future. Making it more detailed, . Conclusion From all the discussing above, gender inequality is obviously an urgent problem in the world. Despite the fact that its volume much decreases, it still exists and make a lot of people suffer its consequences every day. And there are many reasons leading to gender discrimination which cannot be solved easily. However, with education and progressive thoughts of people, there are also reasons to trust in the future of gender inequality being stopped. Then, hopefully, people can live in fairness no matter what gender they are.