Biography of Carol Johnson - 1156 Words

Carol Johnson, born September 6th 1929, is one of the leading ladies in the field of landscape architecture. She was born in Elizabeth, New Jersey and spent most of her childhood outside hiking and camping. The love for the outdoors was inspired by her parents; a lawyer and a school principal. According to Lewis (2014), the parents were avid and skilled gardeners who frequently talked to her about plants and nature. The family also vacationed on the Massachusetts island; she has memories of walking along the Gaylord Cliffs, where Native Americans used to live. This created a nature-and-culture connection in her mind that has guided her till now (Lewis, 2014). She is a graduate from Harvard University with a degree in landscape architecture in 1957 and was the only woman student in the Graduate School of Design’s landscape Program then. Her personal growth is attributed to professors such as Sigfried Gideon, the author of Space, Time and Architecture. During her time at Harvard, Johnson picked sentiment in environmentally sensitive landscape design and became acquainted with collaborative design processes (Sickle, 2008). These two concepts formed a major part of her design approach and ethic. One of her first employments after graduation was with the Architects Collaborative in 1958. She only worked there for one year though after which she started her own practice, the Carol R. Johnson Associates, Inc. A lot of the encouragement and business came mainly from her oldShow MoreRelatedIn His Biography of Charles Dickens, Edgar Johnson Writes ‘’a Christmas Carol’ Is a Parable of Social Redemption and Scrooge’s Conversion Is the Conversion for Which Dickens Hopes Among Mankind’ Discuss.1134 Words   |  5 PagesA Christmas Carol’ is a novella written by Charles Dickens which illustrates a somewhat happy Christmas story that highlights the importance of being a kind hearted person. Throughout his novella, Dickens’s shows the reader his intended moral of the story, that Scrooge’s transformation at the end of the novella is what Dickens’s hopes that our world will too surely change. This is evident throughout the nove lla as he depicts Scrooge (before the conversion), the main character; to stand for all thatRead MoreComparison of Smooth Talk to â€Å"Where Are You Going, Where Have You Been?†1028 Words   |  5 PagesGoing, Where Have You Been?† Joyce Carol Oakes’s short story, â€Å"Where Are You Going, Where Have You Been?† was written in 1966 and twenty years later was made into a movie entitled Smooth Talk, winner of the 1985 U.S. Film Festival for best dramatic picture. The writing by Oates is loosely based on a true story described as â€Å"the tale of Charles Schmid, a twenty-three-year-old who cruises teenage hangouts, picking up girls for rides in his gold convertible† (Johnson 160). I say â€Å"loosely based† sinceRead MoreEssay about The Life Journey of John Steinbeck 1264 Words   |  6 Pagesdeath in 1968. Steinbeck’s writing style came from his family, friends, and his environment. â€Å"Steinbeck’s writing style as well as his social consciousness of the 1930’s was also shaped by an equally compelling figure in his life his wife Carol. She helped edit his prose, him to cut the Latinate phrases typed by his manuscripts, suggested titles and offered ways to re-structure.† (Shillinglaw 2) Steinbeck also got his influence from the many experiences from the odd jobs that he tookRead MoreFactors Affecting African American Persistence in the Sciences783 Words   |  3 Pagesof these degrees presents 32% in chemistry, 16% in the physical sciences, 3% in pharmaceutical science, and 43% in bio-science; showing that even Works Cited Arthur, George R. Ernest Just, Biologist . The Crisis (Feburary 1932): 46. Ascher, Carol. Increasing Science Achievement for Disadvantaged Students . ERIC (1985): 1-4. Black, Melissa. Dr Marie Maynard Daly. 2014. Royal Society of Chemistry. Web. 18 February 2014. Blackwell, James. Mainstreaming Outsiders: The Production of Black ProfessionalsRead MoreEmily Dickinson s Emily And The English Specking World Essay1744 Words   |  7 Pagesto be published. Emily did not want her poems to be seen. Dickinson is one of the great poets. Her poems were produced by America and the English-specking world (1). Emily had a life that was interesting. Her poems are interesting also. Emily’s biography, element of her poems, overview of her poems, themes and symbols of the poems, and three poems are just a few things that interest me about Emily Dickinson. Emily Dickinson was born as Emily Elizabeth Dickinson. She was born on December 10, 1830Read MoreCharles Dickens Essay1511 Words   |  7 Pagesexperiences there led him to write some of his most famous works. (Hunter 67). As Dickens grew older, he began to develop an interest in fine literature and theatre. He also enjoyed viewing various plays at several theaters throughout London. (Johnson 10). He would sometimes pay theater managers to allow him to appear on stage (Peare 30). Dickens soon realized his true intuitions about the career path he wanted to follow throughout his life. Dickens’s creative imagination and exceptional writingRead MoreWhere Are You Going, Where Have You Been?1946 Words   |  8 PagesIn the short story, â€Å"Where Are You Going, Where Have You Been?† the author, Joyce Carol Oates, creates Connie, an average fifteen year old girl, who rebels against her parents and begins to discover her sexual appeal as she grows up. At times it seems that Connie wants to grow up too fast. All her attention goes to her looks, music, and boys. Connie is a dynamic character who goes through an emotional rollercoaster when she meets the mysterious Arnold Friend. At first he s eemed like just anotherRead MoreMaya Angelous African American Dream2503 Words   |  11 Pagesheartbroken because her past is coming back to haunt her, and she cannot escape it. Marguerite Johnson (she did not become Maya Angelou until she became a dancer in a cabaret club) was born on April 4th 1928 in St. Louis, Missouri. Her mother Vivian Baxter Johnson and father, Bailey Johnson divorced in 1931, and Maya and her brother, Bailey were sent to live with their paternal grandmother Annie Johnson Henderson, in Stamps, Arkansas (Bloom, 2). It was here in Stamps that Maya’s search for a placeRead MoreThe Civil Rights Movement : Thurgood Marshall Law1501 Words   |  7 PagesMarshall wrote more than 150 decisions, which included: support for immigrants’ rights, corralling government intrusion in cases of search and seizure, issues of double jeopardy, and issues involving the right to privacy. In 1967, President Lyndon B. Johnson appointed Marshall to the Supreme Court, making him the first African American Supreme Court Justice in American history. The case that is commonly known as Brown vs. Board of Education was in fact just the general name given to 5 different casesRead MoreFeminism Is The Social, Political Movements And The Fight2018 Words   |  9 PagesOpportunities have been taken away from women due to their gender. The feminist movement has been divided into two waves, the first wave which was in the nineteenth century and the second wave which started in the 1960s. This research paper will examine the biography of Susan B. Anthony and Sojourner Truth in the first wave of feminism and how their life contributions have affected modern day women. Sojourner Truth was an African American abolitionist and women’s rights activist. Truth was born in November 26

Gender Roles Has Created An Ideal Set Of Rules And Behaviors

Essay #1 Have you ever heard the expression â€Å"act like a lady† or â€Å"real men don’t cry† and why do you suppose that is? The answer to the question is gender roles; society has created an ideal set of rules and behaviors that both men and women need to follow. These roles have been passed down from generation to generation to the point where both men and women are finally questioning why they have to live by a certain standard. No one knows for certain how gender roles came about or when they were created. These roles have been oppressing and crippling men and women because most of them have been told to act a certain way their whole life; gender roles are another form of judgment and need to stop. Men and women today have been blending and blurring the lines of gender roles which is an important breakthrough in order to move forward as a society. Most people are aware of the gender roles that are in place in today’s society either by watching their parents growing up or simply being told what do and how to act. An example of this can be found in Aaron Devor’s Becoming Members of Society: Learning the Social Meanings of Gender he explains what the gender roles are as well as how they affect men and women when he writes â€Å"These two clusters of attributes are most commonly seen as mirror images of one another with masculinity usually characterized by dominance and aggression, and femininity by passivity and submission.† (390). This basically means that all men need to be betterShow MoreRelatedReligion Is A Major Source Of Gender And Sexual Inequality1614 Words   |  7 PagesReligion is a major source of gender and sexual inequality. Religion is important in society as it contributes significantly to social solidarity. However religion can also be regarded as a source of alienation in which people lose the connection with themselves and their fellow humans. Marx believed that religion can also be seen as a con tributor to oppression because not only does it encourage meekness and passivity and deflected people from resisting suffering in this world (Van Krieken et alRead MoreThe Issue Of Gender Roles883 Words   |  4 PagesMoment #1: Link: https://www.youtube.com/watch?v=XP3cyRRAfX0 This commercial, made by Verizon, illustrates a girl that has interest in the science fields. At first, she is going against all social norms. She has a hobby of doing stuff that are not usually expected from girls. Unfortunately, around the end, she adapts to the social norms which results in her losing interest in her hobbies and she also loses a part of herself. This advertisement relates to several concepts we discussed in classRead More`` Bad Feminist `` By Dr. Roxane Gay1237 Words   |  5 Pagesand female. By setting up these opposing constructs, one can easily find a set definition for each. A hot surface could scorch someone or a cold temperature could cause them to shiver. In the same way, a bitter substance would be less enjoyable to eat than a sweet one. These terms are often defined by mentioning their antitheses. Because it’s comfortable to embrace specificity and certainty, topics such as gender and gender expression often get simplified into binary existences—however, they don’tRead MoreGender Roles And Its Effects On Society1405 Words   |  6 PagesGender Roles In Todays Society Are Due To Nurture Society today places many ideals when it comes to proper behaviours regarding gender roles. These are considered societal norms that are widely debated and controversial. Society has created a norm, which encompasses specific expectations and rules that change the daily lives of men and women, giving them specific tasks and behaviours to abide by. These standards are known as gender roles, which are defined as distinguishing actions, thoughts, andRead MoreGender Socialization And Gender Roles Essay2371 Words   |  10 PagesSociety has this unknown expectation for genders to have a type of distinction toward one another, attitudes and behaviors that males and females are required to have. Gender socialization is society’s way to categorize the propensity for males and females to be socialized differently. Media, violence, even politics has a large contribution to the division among genders in the 21st century creating by creating a new culture of independents. Media has been promoted very selectively and carefully,Read MoreSexuality And Its Effect On Society1306 Words   |  6 Pagesdeceptively simplistic. By a general definition, sexuality is a person’s sexual orientation or preference. Reality, however, has its sly way of skewing the fundamental meaning of human sexuality into a continuum, a spectrum rather, which encompasses aspects beyond just sexual orientation or preference. This intricate definition forged by society and the media- the reality of many nowadays- has become a more complicated and controversial subject, and now serves as the prominent definition used by the modernRead MoreThe Third Sex in Eastern Civilization1357 Words   |  6 Pageslooking at certain topic such as Gender, sex and religion. Gender is defined as the cultural, behavioral, or psychological characteristics, typically belonging to one sex. Sex is the behavioral, functional and Structural characteristics that distinguish males from females; it is also the act of people (or animals) attempting to sexually reproduce. Western civilizations and religions have always been strict and less accepting when it comes to the conversation of gender and sex. It is usually somethingRead MoreSociology and Social Integration. D.1725 Words   |  7 Pagesusing the sociological perspective as seeing the ______ in the _______. a. good; worst tragedies b. new; old c. specific; general d. general; particular 2. According to Emile Durkheim, a category of people with a higher suicide rate typically has: a. more clinical depression. b. less money, power, and other resources. c. lower social integration. d. greater self-esteem. 3. The pioneering sociologist who studied patterns of suicide in Europe was: a. Robert K. Merton. b. Auguste ComteRead MorePresentation Of The General Public1410 Words   |  6 Pages STAGE 3: PUBLIC REACTION The general public has responded to gender biases in all the different sectors of society that they manifest in. Whether that be during the developmental childhood years, or into adulthood where women are underrepresented by the media or portrayed as â€Å"eye candy† for men and not afforded the same opportunities. A pin from Pinterest leads to a story for the Huffington Post, written by Caroline Bologna, of a seven-year-old name Maggie, who while shopping at a chain store,Read MoreWestern Colonization Has Affected The Ways Countries1456 Words   |  6 PagesWestern Colonization has affected the ways countries view themselves in various facets from economically to socially. Although the initial wave of colonialism has somewhat passed, that is the act of going and occupying other territories , Western ideals still manage to have an effect on how countries conduct themselves and how they respond to different situations . When examining South Africa s response to the treatment o f Caster Semenya by the International Association of Athletics Federation (IAAF)

Why Germany Failed in the Battle of Barbarossa Free Essays

Between June and December in 1941, German judgement inhibited achievement in Operational Barbarossa. Strategic indecision in a wider and more specific context was exacerbated by climatic conditions and a widening rift between the reality and the theory of the battle. The Blitzkrieg strategy that had defined German military capacity was inapplicable to the Russian situation in several contexts. We will write a custom essay sample on Why Germany Failed in the Battle of Barbarossa or any similar topic only for you Order Now Blitzkrieg was intended to avoid stagnant trench and linear warfare, it was intended to prevent enemy forces form arranging a coherent defence, and it depended upon a highly mobile and mechanised form of warfare. None of these credentials existed in Operation Barbarossa, and the result was a battle of attrition. In commencing Operation Barbarossa, the German prerogative was; ‘Provided everything was over quickly’. Hitler had expected complete strategic freedom within five weeks, an outcome which did not require substantial supplies. However, the reality was that supplies were grossly mismatched with the capability and objectives of German infantry and tanks. The subsequent extension of supply lines increased exposure to Russian attack. The changing nature of the Operation had wider ramifications. Blitzkrieg was not just a tactic, but it was the most fundamental structure of the wider German war plan. Consequently, the entire domestic structure of production was intricately arranged to facilitate a particular warfare. This rendered it incapable of supporting the prolonged warfare of Operation Barbarossa. In November 1941, the Quartermaster General of the German Army reported that; ‘We are at the end of our resources in both personnel and material. We are about to be confronted with the dangers of a deep winter. ’ Hitler was so confident of a rapid victory that he did not prepare for even the possibility of winter warfare. In the first instance, the campaign was launched too late. Hitler should have invaded in April so that objectives could have been achieved before winter set in. However, Hitler’s decision to fight over Yugoslavia in Operation Retribution delayed Barbarossa by five weeks. German Command was unprepared for winter warfare. The many German weapons that malfunctioned in the climate debilitated German firepower. More significantly, forces were not equipped with adequate cold. Vital supplies such as fuel were consumed in managing the temperature. Deep mud, followed by snow disrupted supply lines to exacerbate existing logistical problems. Russian equipment was comparatively adapted for these conditions. Soviet soldiers had warm, quilted uniforms, felt-lined boots and fur hats Climatic conditions only exacerbated the morale deficiency that already marred German forces. Depression was rife, and the presence of an intangible enemy starved German soldiers of contact and success. Soviet potential was severely underestimated by German Command. Communist structures were resistant and adaptable in the sense that they pervaded all aspects of Russian existence. Despite significant losses of land to German forces in the West, the capability of Russia to produce armaments was retained as Communist political structures legitimised the relocation of all industry eastwards. Throughout the duration of the war, the Soviets retained the capacity to rapidly replace its losses and mobilise over 500,000 drafted men each month. The capacity of the Soviet to extract sacrifice from its population was foreign to Western nations. Russian soldiers were reportedly insensible to losses and unmoved by severe attack. A German officer observed that ‘The Russians seem to have a never-ending supply of men. Furthermore, there was little opportunity to interfere with supply columns or communications, because supplies were obtained from the villages through which they advanced. Russian partisans of these same communities would engage in Guerrilla Warfare with advancing German forces. The mismanagement of tactics and climate, and the underestimation of Russian f orces was largely the result of Hitler’s detachment from the tactical and logistical realities of Barbarossa. Hitler’s original three-pronged attack was ludicrously ambitious and unrealistic. Rather, he should have concentrated all forces and supplies on successive breakthroughs. Later, the redirection of the majority of German forces south towards the Caucasus necessitated the displacement of the majority of the 6th Army’s supplies. Despite this, Hitler did not alter the objectives of the Army. Though it was severely incapacitated, particularly in terms of firepower, he insisted that it continue to Stalingrad to isolate the oil fields. Hitler’s decisions were absolute and inflexible, but were undefined and imperceptive to the specifics of the Operation. Paradoxically, these decisions did not ensure conformity, but depended entirely upon the unpredictable interpretations of those under Hitler. As a result, his intentions were often distorted with significant consequences. Moreover, Hitler’s decisions were actualised within an inefficient system. Hitler did not recognise the vitality of admistrative order and clear lines of authority, frequently interfering in the informed judgements of those in the Operation, including Von Paulus. Rather, Hitler dogmatically pursued his preconceived notions of the inherent weakness of communism and inferiority of the Russian culture. His response to the mounting failures of Barbarossa was obtuse. He proclaimed; ‘What we need here is national socialist order’. Perhaps it was mentality that resulted in his gross underestimation of the capability of the Soviet Army. Ultimately, the failure of Operation Barbarossa was the result of palpably inappropriate German judgment. It remains the largest military operation in human history in terms of manpower and area traversed, but as a result of these judgments, also in casualties. Barbarossa provided Britain with an invaluable ally, with which Germany was forced to fight the dreaded two-front war. How to cite Why Germany Failed in the Battle of Barbarossa, Papers

Development of Strategic Plan At Bizops Enterprise

Question: Discuss about the Developing Strategic Plan at Bizops Enterprise. Answer: New marketing plan for BizOps enterprises Marketing requires significant outlay of money, plus loads of planning. An idyllic approach to put a company up is to build up a strong marketing plan. An effective marketing plan will promise sticking to a timetable, in addition to spending the marketing reserves carefully and properly. What can a marketing plan accomplish for a Small Business? A plan of marketing incorporates the whole lot of comprehending the objective market as well as the focused spot in the marketplace, to whether a company expects to attain the customers (strategy) also detaching the small business from the opposition considering the ultimate aim of making a sale. According to Homburg et al, (2010) spending plans for marketing of private ventures ought to be a segment of the marketing plan. It may perhaps layout the expenses of how a small business is going to accomplish marketing objectives inside a specific period. On the off chance that the small business does not have the assets to employ a marketing firm or even staff a position in-house, there are assets accessible to guide it through the way toward composing a marketing plan and building up a spending plan. The target market for BizOps Enterprise is china; this market has a huge population to take up their products and services. The Chinese are also the target customers as well as the foreigners in that country. Since china is a lucrative market for businesses in various sectors, the main competitor for BizOps is Electronica Company. Positioning of products in a market is a marketing strategy likely to offer products in a model way to a variety of intended grouping of audience. Such a strategy is related to market segmentation as a premature step in actual marketing effort is finding the targeted consumers intended to buy a product. As soon as separation or segmentation distinguishes such a group (lively elders, rich and proficient people, youngsters) the positioning of a product consists of making the communication likely to reach these groups. Positioning includes representation along with meaning organization, counting showcases in addition to packaging (Kalyanaram Gurumurthy, 2013) . PEST analysis for BizOps Concerning environmental regulation, the Waste Electrical and Electronic Gear (WEEG) directions imply that makers, venders and wholesalers are in charge of reclaiming and reusing undesirable electrical and electronic hardware. Items secured under the controls include: 1. Family unit apparatuses 2. Media communications hardware 3. Varying media and lighting gear 4. Electrical and electronic devices 5. Medicinal gadgets BizOps uses ISO 9001 on its electronics to measure quality standards. This globally perceived standard for Quality Management Systems (QMS) covers an expansive scope of business capacities and gives genuine feelings of serenity that the company has examined forms covering regions, for example, contract survey, prepare change, traceability, consumer loyalty and grumblings strategy, hazard management and on-going preparing, in addition to other things. At the point when BizOps supplies buyer items and he/she discovers they do not work, break too effectively or do not do what he/she anticipated that they would do, such shoppers might be secured by a guarantee for items under the Consumer Guarantees Act (CGA). The electronics manufactured by BizOps are available anywhere and everywhere a consumer is located, including online stores as well as the physical stores. In a market like China, the customers demand is usually cyclical and seasonal. Electronics are in high demand towards holidays and other celebrations (Lieberman Montgomery, 2011). A manufacture like BizOps of electronics faces two key difficulties. The first is preceded with moderate or antagonistic development in individuals' expendable earnings. The second is changing buyer mentalities toward items and brands, as the colossal discontinuity of shopper markets goes ahead. Accordingly, organizations should significantly move the course they take to achieve shoppers as far as both item circulation and correspondences. Furthermore, consumers often prefer newer models (Louis Kurtz, 2011). The PEST analysis for BizOps is summarized in the table below. Political Economical Environmental regulation Quality standard Consumer protection Availability Customer demand Economic Downturn Social Technological Customer preferences New generation New models Innovation Table 1: PEST analysis of BizOps Electronica Company The gadgets and electronics sector produces electronic gear for businesses and consumers hardware items, for example, PCs, TVs and circuit sheets. Businesses manufacturing gadgets incorporate broadcast communications hardware, electronic segments, modern gadgets and consumer hardware. Moreover, gadgets organizations such as Elecctronica Company create electrical gear, make electrical parts and retail these items to make them accessible for shoppers. The vision of the company clearly states that they want to improve online offers to consumers and collaborate with other designers. That way the company can be a one-stop shop. The Australian Competition and Consumer Commission (ACCC) - regularly termed as "the A triple C" - is an Australian outfit largely managing contest affairs in a market. The ACCC advocates for reasonable operations in the market place so that customers, business in addition to the society may gain. Moreover, it watches over nationalized communications industries. Licensed innovation (intellectual property - IP) speaks to manifestations of the psyche or mind that can be lawfully claimed. IP laws take into account security through licenses, trademarks, copyright, outlines, and circuit formats. Practically all enterprises have a number of IP, which they are required to make certain. Ideas as well as exceptional manifestation could be there in each enterprise. They are fundamental for long-term economic realization also may cause a business to be more aggressive than the opponents can. In any case, how would a business prevent contenders from duplicating the most profitable resource? As a rule, the business should formally enlist their IP. Nevertheless, programmed assurance is given to copyrights, circuit format rights, classified data and competitive innovations. Marketing objectives and strategies: the companys objectives are to build awareness of their brand, increase sales, grow their market share, launch new products, and target new customers. Furthermore, the company uses two strategies in marketing: differing qualities marketing and seasonal offers. Building up a marketing arrangement by breaking down various client portions in view of communal disparities such as taste, requirements, beliefs, worldviews, as well as exacting wants are some of the strategies. Occasional Marketing is an awesome approach to meet new customers. Occasionally, these seasons can be genuine changes of climate or national occasions. The table below (next page) summarizes the KPIs of the company. Marketing Objectives Strategy Priority 1 or 2 Roles and Responsibility KPIs Timeline Build awareness of the brand Seasonal offers 1 Sean Bamford, Managing Director, Business Operations Reduce cost of sales to 10% 6 months Differing qualities (diversity) marketing 2 Sean Bamford, Managing Director, Business Operations Increase traffic to the website 6 months Increase sales Relationship marketing 1 Nancy Tooket, Managing Director, Retail Operations Increase the average order size 2 months Seasonal offers 1 Nancy Tooket, Managing Director, Retail Operations Reduce the shopping cart abandonment 3 months Grow market share Word-of-mouth marketing 1 Sean Bamford, Managing Director, Business Operations Double affiliate performance rates Annually Diversity marketing 2 Sean Bamford, Managing Director, Business Operations Sponsor big events Annually Launching new products Viral marketing 2 Nancy Tooket, Managing Director, Retail Operations Related Online presence 6 months Call-to-action marketing 2 Nancy Tooket, Managing Director, Retail Operations Relevant online presence 6 months Target new customers Mass marketing 1 Sean Bamford, Managing Director, Business Operations Sponsor big events Quarterly Diversity marketing 1 Sean Bamford, Managing Director, Business Operations Sponsor big events Quarterly References Homburg C., Sabine K. and Harley K. (2010) Marketing Management - A Contemporary Perspective (1st ed.), London Kalyanaram G. and Gurumurthy R. (2013) Market Entry Strategies, Pioneers versus Late Arrivals, Strategy and Business: 7484 Lieberman M. and Montgomery D. (2011) First-Mover Advantages, Strategic Management Journal (9): 4158 Louis E. and Kurtz L. (2011) Contemporary Marketing, Thomson Southwestern Moore M. and Farris P. (2014) Order of Market Entry, The Profit Impact of Marketing Strategy Project, Retrospect and Prospects: 81 Nunes, P. and Brian J. (2016) Mass Affluence, Seven New Rules of Marketing to Today'sConsumer, Accenture Ries A. and Jack T. (2013) Positioning, The Battle for Your Mind, 20th Anniversary Edition. McGraw-Hill Robinson W. and Chiang J. (2012) Product Development Strategies for Established Market Pioneers, Early Followers and Late Entrants, Strategic Management Journal, 23: 855 866.

Endorser Essay Example

Endorser Essay This research furthers the theoretical perspectives that athlete endorsers are brands unto themselves, and that athlete-endorser effectiveness is determined by congruent pairings of the athlete-endorser brand and the product brand by introducing the Endorser Sexpertise Continuum. This model categorizes athlete celebrity endorsers on the Endorser Sexpertise Continuum with anchor points referred to as â€Å"acquirable expertise† and â€Å"likeability. As in successful brand alliances, this model suggests the types of products/brands the athlete celebrities would be most successful in endorsing, depending on their positioning on the continuum. Simmers, C. S. , Damron-Martinez, D. , Haytko, D. L. (2009). Examining the effectiveness of athlete celebrity endorser characteristics and product brand type: The Endorser Sexpertise Continuum. Journal of Sport Administration Supervision 1(1), 52-64. doi:10. 3883/v1i1_simmers; published online April, 2009. Dr. Christina S.Simmers is an a ssistant professor of marketing at Missouri State University in Springfield,Missouri. Sheholds an MBA from Nicholls State University and a PhD in marketing from Louisiana State University. Her research interests include advertising issues, consumer information processing, consumer behavior and brand alliances. Dr. Datha Damron-Martinez is an assistant professor of marketing at Truman State University in Kirksville, Missouri. She holds an MBA, an MA in Economics, and a PhD in Business Administration/Marketing from New Mexico State University.Her research interests include script use in relationship selling, sexual harassment issues in the sales environment, and unhealthy consumption patterns in the Hispanic community. Dr. Diana l. Haytko is an associate professor of marketing at Florida Gulf Coast University in Fort Myers, Florida. She holds an MBA and PhD in marketing from the University of WisconsinMadison. Her research interests include consumer response to advertising, advertisin g relationship management and cross cultural consumer behavior. ntroduction Forbes reported that the 10 richest male and female athletes made a combined $600 million in salary, prize money and endorsements, including men’s professional golfer Tiger Woods who alone earned nearly $100 million in sponsorships in 2008 (Badenhausen, 2008; Thomaselli, 2008). Interestingly, many top athlete endorsers make considerably more money as endorsers than as athletes in their chosen sport. For example from June 2007 to June 2008, female professional golfer Michelle Wie earned $12 million in endorsement money but only $39,000 in prize money.Similarly, former professional basketball player Michael Jordan made $45 million in endorsements, despite not having participated in his sport for many years (Badenhausen, 2008). Some athletes endorse a multitude of products (e. g. , National Football League quarterback Peyton Manning, Woods, and female racecar driver Danica Patrick), while others limit th emselves to products associated with their sport (e. g. , women’s professional basketball player Candace Parker) (Janoff, 2008).Recently, many have speculated the value of athlete endorsers to a brand’s image, particularly given the negative publicity surrounding such incidents as (among others) the marijuana incident of men’s Olympic swimmer Michael Phelps and the steroid scandal surrounding Major League Baseball player Alex Rodriguez. These factors beg questions as to whether, and if so, under what circumstances, athlete endorsers become effective in brand marketing. Why are some celebrities only able to successfully endorse a limited range of related products, while others can endorse a wide range of unrelated products?How does one determine the most effective combination of celebrity endorser characteristics and product brand types? An integration of the endorser and brand literature offers insight into this phenomenon. The purpose of this paper is to introd uce the Endorser Sexpertise Continuum and its 52  © 2009 †¢ Journal of Sport Administration Supervision †¢ Vol. 1, No. 1, April 2009 Simmers, Damron-Martinez, Haytko use in determining optimal fit between athlete celebrity endorsers and appropriate brands or products. First, this paper defines celebrity endorsers and examines current models of endorser effectiveness.Second, the Endorser Sexpertise Continuum is introduced and described. Third, the paper reviews literature regarding brand concept types and fit in brand alliances. Fourth, the work draws equivalence between the concepts of athletic celebrity endorsers with traditional product brands and likens endorsements to brand alliances. Fifth, the paper provides discussion of how the Endorser Sexpertise Continuum incorporates brand concept types and matchup endorsement effectiveness. Lastly, conclusions are drawn and recommendations are offered for future research. ndorSer dimenSionS The Athlete as Celebrity Endorser Defined Certain athletes are utilized by brands as endorsers of their products because of the celebrity status gained by these athletes as a result of their success in their chosen sports. According to Boorstin (1961), â€Å"[t]he celebrity is a person who is known for his well-knownness (p. 57, italics added). † In fact, Boorstin (1961) refers to celebrities as human pseudo-events, claiming that the omnipresent print and broadcast media have provided a â€Å"†¦means of fabricating well-knownness (p. 47). As such, celebrities rise and fall through the processes and whims of publicity. McCracken (1989) defines the celebrity endorser â€Å"as any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement† (p. 310). According to McCracken, celebrities are believed to increase sales by lending their favorable image to a product through endorsement. Both marketers and celebrities have m uch at stake in these endeavors and therefore should be keenly interested in factors that ontribute to successful endorsements. According to the literature, endorser effectiveness can be determined based on source credibility, source attractiveness, and the attribution of endorser characteristics to the product. Models of Celebrity Endorser Effectiveness Most models of celebrity endorser effectiveness proposed by previous researchers have been based upon two basic models: the Source Credibility Model (Hovland, Janis, Kelley, 1953; Hovland Weiss, 1951) and the Source Attractiveness Model (McGuire, 1968).The Source Credibility Model purports that the effectiveness of the message is largely determined by the expertise and trustworthiness of the celebrity endorser, which offers explanations for why certain athlete endorsers such as highly successful men’s tennis professionals Andre Agassi, Rafael Nadal, and Roger Federer could easily represent any brand of tennis equipment. In a different vein, the Source Attractiveness Model purports that similarity, familiarity, and liking of celebrity endorsers primarily determine their effectiveness, which attempts to explain why some athletes such as Manning, Woods, and racecar driver Dale Earnhardt Jr. an endorse brands in many different product categories. A general measure of physical attractiveness has often been used to assess celebrity endorser effectiveness, assuming what is beautiful is good (Dion, Berscheid, Walster, 1972). However, mixed findings suggest that caution should be exercised in basing endorsement decisions on this model alone, since consumers perceive physical attractiveness differently. The Product Matchup Hypothesis (Forkan, 1980; Kahle Homer, 1985; Kamins, 1989; Kamins, 1990) emphasizes the need for a matchup, also referred to as congruency or fit, between the celebrity and the product.For example, the fit between Woods and Nike Golf 53  © 2009 †¢ Journal of Sport Administration Sup ervision †¢ Vol. 1, No. 1, April 2009 Endorser Sexpertise Continuum is undeniable. However, according to sport marketing consultant Marc Cagins, Woods has failed as an endorser for Buick because of a lack of fit: â€Å"People always shook their head as to why he did the deal anyway with Buick. If he’s going to do a deal with GM, you would have thought Cadillac more than Buick† (Thomaselli, 2008, p. 8). Research based on attractiveness matchup and expertise matchup has supported the hypothesis that celebrity/product fit remains critical to endorsement success. Kamins (1990) tested the matchup hypothesis based on attractiveness and found that the physical attractiveness of a source only mattered when an attractive source was paired with an attractiveness-related product, resulting in increased perceived source credibility and attitude toward the advertisement.Current examples would include the female tennis professionals and sisters Serena and Venus Williams’ Avon cosmetics campaign and the European men’s’ soccer star Thierry Henry/Woods/Federer Gillette campaign. In a study examining the impact of gender and physical attractiveness on responses to motorsports sponsorships (Roy, Stewart, Goss, 2003), attractiveness played a greater role for female drivers than for male drivers, with the more attractive female drivers perceived as possessing greater expertise with products such as shampoo, tanning products, and dietary products.However, Bower and Landreth (2001) found that highly attractive models were not more effective than normally attractive models for problem-solving, attractivenessrelated products and attributed these results to the premise that consumers perceive highly attractive models to have never faced an attractiveness-related problem and therefore have little expertise using these products. To illustrate, this premise would suggest that the current campaign utilizing female tennis star Serena Williams for Pro Activ acne medication would be unsuccessful. However, a moderately 54 ttractive model may be more likely to be perceived to have faced an attractiveness-related problem and overcome it using the advertised product, fully illustrating the premise that the expertise of the source is more important than the attractiveness of the source. In Till and Busler’s (2000) examination of the attractiveness and expertise matchup, while an attractiveness/matchup effect was not found, an attractiveness effect and an expertise/matchup effect were both discovered, suggesting the possibility of expertise trumping physical attractiveness in matching celebrities and products for endorsement effectiveness.These findings also suggest the possibility that physical attractiveness is itself considered a type of expertise. To illustrate, a beautiful female model may be considered an expert on makeup, which is a product she could use to enhance her beauty. However, she may not be perceived as an expert on cars, because while she looks beautiful in the car, the car is not connected to her physical beauty. McCracken (1989) suggests that a matchup of attractiveness or expertise alone is insufficient for achieving successful endorsements, positing a Model of Meaning Transfer.In this model, he proposes that celebrity endorsers are special cases of meaning transfer: â€Å"The effectiveness of the endorser depends, in part, upon the meanings he or she brings to the endorsement process† (p. 312). To elaborate, he explains that numerous cultural meanings exist in the world, and that celebrities draw meanings from the culturally constituted world when developing their images, which are accumulations of meanings from the roles they assume in various aspects of their careers, both in media and in the public eye.McCracken (1989) suggests that, similar to typecasting of actors in Hollywood, the consistency of the images that celebrities develop is the notion that makes them useful to ma rketers. These meanings are then transferred to the products that celebrities endorse.  © 2009 †¢ Journal of Sport Administration Supervision †¢ Vol. 1, No. 1, April 2009 Simmers, Damron-Martinez, Haytko Consumers then recognize that the celebrities possess compelling or useful cultural meanings, causing them to buy the endorsed products and acquire these meanings upon consumption of the products.Therefore, for an endorsement to become successful, products must match well with the bundle of meanings or overall image of celebrity endorsers rather than with the element of attractiveness or expertise alone. The Multidimensional Endorser Since the overall image of the celebrity must be taken into consideration in endorsement decisions, McCracken’s (1989) theory suggests that celebrity endorsers possess a multidimensional nature. Erdogan, Baker, and Tagg (2001) confirm â€Å"managers do not see celebrities as unidimensional individuals (e. . , attractive, credible)à ¢â‚¬  (p. 45). Rather, their findings indicate that advertising agency managers should consider a range of criteria when choosing celebrity endorsers, including trustworthiness, expertise, physical Figure 1 The Endorser Sexpertise Continuum Billy Blanks Denise Austin Rafael Nadal attractiveness, familiarity, and likeability of the source. Further, the importance of the criteria depends on the product brand to be endorsed. he endorSer SexPertiSe continuum This paper posits that celebrity endorsers may possess characteristics from both the Source Credibility Model and the Source Attractiveness Model, albeit in different proportions, which interact with different product dimensions to determine endorsement effectiveness. A new endorser effectiveness model, entitled The Endorser Sexpertise Continuum, is therefore proposed in this article because the need exists for a theoretical construct that considers both the roles of expertise and attractiveness in determining the effectiveness of celebrity endorsers for particular brands.As shown in Figure 1, these characteristics lie along a continuum based on the primary image focus of the celebrity. Peyton Manning Tiger Woods Michael Jordan Likeability Acquirable Expertise Source Credibility Model (expertise, trustworthiness) Attribute-specific Cognitive/Higher involvement Piecemeal approach Functional Can endorse related products Source Attractiveness Model (similarity, familiarity, liking, physical attractiveness) Holistic Affective/Lower involvement Categorical approach Symbolic Can endorse unrelated products  © 2009 †¢ Journal of Sport Administration Supervision †¢ Vol. 1, No. , April 2009 55 Endorser Sexpertise Continuum The left side of the continuum is anchored by acquirable expertise, which relates directly to the Source Credibility Model and includes the concepts of expertise and trustworthiness. The further the endorser falls toward this side of the continuum, the more likely the endorser will be li mited to endorsing products related to his/her own area of expertise, since consumers have higher involvement with these kinds of products and therefore will give much consideration to the products’ functional properties, and will process the information using a piecemeal approach.The right side of the continuum is anchored by likeability, which relates to the Source Attractiveness Model. The further the endorser falls toward this side of the continuum, the more likely he/she can endorse both products related to his/her area of expertise and products removed from that area of expertise. Consumers are drawn to these products through their liking of these endorsers. In this case, product involvement is much lower, so consumers are interested in symbolic properties of these products and will use more holistic, categorical approaches. The following sections discuss these premises in more detail.The Roles of Expertise and Likeability Celebrities â€Å"†¦succeed by skillfully distinguishing themselves from others essentially like them (Boorstin,1961, p. 65). † However, based on the theory that celebrity endorsers possess a multidimensional nature, the Endorser Sexpertise Continuum proposes a distinct difference in the products with which a celebrity endorser can be appropriately matched, a conclusion based upon whether the celebrity endorser’s fame stems from his/ her area of expertise, or whether the source of the celebrity endorser’s fame stems from his/her physical attractiveness or personality.For example, women’s tennis star Anna Kournikova’s popularity stems almost entirely from her sex appeal, whereas Woods is known 56 for his athletic prowess on the golf course. Each of these athletes anchors a different end of the continuum. Some athletes such as female swimmers Amanda Beard and Dara Torres fall in the middle, possessing both sex appeal and athletic success. Celebrity endorsers provide the tools that consumers seek to affect meaning transfer by availing the cultural meanings encapsulated in the material forms of the celebrities’ images through product endorsement.According to McCracken (1989), â€Å"The celebrity is supplying not just an example of self-creation, but the very stuff with which this difficult act is undertaken† (p. 317). Some celebrities possess an acquirable expertise, i. e. , other people can learn the same expertise possessed by certain celebrities. As previously discussed concerning cultural meanings, celebrity endorsers provide consumers with the tools or skills needed to acquire that same expertise.For example, Denise Austin and fitness guru/martial artist Billy Blanks can provide other people with the tools needed for meaning transfer, so their celebrity images focuses more on the characteristic of acquirable expertise through learning their fitness regimens. These celebrities tend to gravitate toward the left side of the continuum, but some may move to the right end of the continuum, depending on their degree of likeability.For example, in addition to wide-ranging fitness options and abilities, Austin is also generally known for her outgoing personality, beauty, and calm, encouraging approach to fitness, so she would fall further to the right side of the continuum than Blanks, who is primarily known for his intense TaeBo fitness regime and is presented as a less dynamic, less personable figure. In contrast, some celebrities possess an inherent expertise unique to that person alone and therefore cannot be achieved by another person. For example, Manning’s football  © 2009 †¢ Journal of Sport Administration Supervision †¢ Vol. , No. 1, April 2009 Simmers, Damron-Martinez, Haytko abilities cannot be imitated, even if someone were to take lessons directly from him. People are attracted to such celebrities. In essence, these celebrities cannot provide others with specific, tangible tools they need for meaning tran sfer. Accordingly, their celebrity images focus more on the characteristic of likeability, causing these celebrities to occupy the right side of the proposed continuum. Furthermore qualifying celebrities for the right side of the continuum would be the popularity and endurance of the celebrity image.Celebrities may also move to the right as their images become more solidified. For example, while Jordan was a highly successful basketball player, he transcended that label to be a likeable celebrity far beyond the basketball court. Logically, if the image of a celebrity is focused on an acquirable expertise, the range of products that he/she can endorse is limited to that area of expertise. However, if the image of a celebrity is focused on likeability, then he/she can endorse a much broader range of products, since the image transfer is based on personality feature rather than a particular area of expertise.BrAnd concePt tyPeS Traditionally branded products are classified into brand t ypes based on consumer needs and consumer involvement with the product. This information becomes critical when allying celebrities with brands. Appropriate pairings can result in synergy, with both parties benefiting from the arrangement, and endorsements done with athlete celebrities remain no exception and, in fact, may be more highly sought because of their tendencies to create such synergy (Rodrigue Biswas, 2004).Since athlete celebrity endorsers are brands unto themselves, information on the types of brands/products they consider for endorsement becomes critical. The following section discusses brand concept types and, subsequently, brand alliance considerations. Consumer Needs In developing their Brand Concept Management (BCM) model, Park, Jaworski and MacInnis (1986) identified three types of brand concepts (or images created in a brand) based on consumer needs: functional, symbolic, and experiential. Functional needs are defined as â€Å"those that motivate the search for products that solve consumption-related problems† (Park et al. 1986, p. 136). Symbolic needs are defined as â€Å"desires for products that fulfill internally generated needs for selfenhancement, role position, group membership, or ego-identification† (Park et al. , 1986, p. 136). Experiential needs are defined as â€Å"desires for products that provide sensory pleasure, variety and/or cognitive stimulation† (Park et al. , 1986, p. 136). As with BCM, the characteristics of each of these brand concepts must be taken into consideration in developing an effective endorsement. Till and Busler (2000) suggested that involvement could be a factor to consider in matchup.Since these brand concepts are based on consumer needs, a closer look at consumer involvement and ways they process information may lead to a better understanding of this phenomenon. Consumer Involvement and Information Processing Petty, Cacioppo, and Schumann (1983) investigated the moderating role of co nsumer involvement in advertising effectiveness. Based on the Elaboration Likelihood Model (ELM), they identified two distinct routes to attitude change based on likelihood of the consumer elaborating the message: the central route and peripheral route to persuasion.When defining attitude change as a representation of whether a consumer has favorably changed his/her attitude toward the brand after encountering some of its communication (e. g. , an advertisement), higher involvement (the central route) results in more scrutiny 57  © 2009 †¢ Journal of Sport Administration Supervision †¢ Vol. 1, No. 1, April 2009 Endorser Sexpertise Continuum of the message, whereas lower involvement (the peripheral route) results in consumers giving little or no thought about the product qualities presented in the message.In the central route, attitude changes result from consumers carefully analyzing information for a particular situation. In contrast, attitude changes in the peripheral route result from inferences made from available cues. The findings of Petty et al. (1983) indicate that the persuasive message itself has a greater impact under high involvement conditions, whereas the endorser has a greater impact under low involvement conditions. Therefore, the central route is a more cognitive dimension, while the peripheral route is a more affective dimension.This premise most likely explains why Woods failed as an endorser for Buick. Since cars are high involvement products that lead consumers to carefully analyze information, the likelihood that a celebrity endorser will work in this situation declines greatly. Woods’ failed Buick endorsement can also be coupled to a mismatch between the celebrity and brand (Thomaselli, 2008). A hypothetical example of the central versus peripheral route could be found the use of racecar driver Dale Earnhardt Jr. as an endorser. Earnhardt works ell for Mountain Dew’s Amp energy drink (a low involvement product) that serves as a co-primary sponsor of his racecar, since he races with a youthful, energetic style. Theoretically, however, in the same role for the National Guard (a high involvement product), his sponsorships may prove less effective, since no apparent linkage exists between Earnhardt’s racing career and military service. While Petty et al. (1983) indicated that the expertise or attractiveness of a message source is a peripheral cue, their research purports that, when product involvement is high, an expert endorser will serve as an argument for consideration.However, when product involvement is low, the endorser then serves a 58 more affective, holistic function and is indeed a peripheral cue. In their hypothesis test of attractiveness as a peripheral cue for shampoo, Petty and Cacioppo (1980) explained that they found no attractiveness and involvement interaction and commented that some subjects’ lack of interaction might have been attributed to model’s app earance as a relevant, persuasive argument. Sujan (1985) identified two types of consumer processing strategies that complement the central and peripheral routes.In the piecemeal approach, consumers analyze each attribute of a product to determine its overall value. Alternatively, in the categorical approach, Sujan (1985) notes that consumers perform more efficient processing by utilizing previously defined categories: â€Å"The belief is that affect is cued by the categorization of stimuli rather than through a constructive attribute review process† (p. 31). Based on this discussion, since functional brand concepts are related to problem solving, they would require more piecemeal processing and therefore would belong with the cognitive route of the ELM.On the other hand, symbolic brand concepts are related to reference groups and ego enhancement. They require more categorical processing and therefore would belong with the peripheral route of the ELM. Experiential brand conce pts are more internal driven by consumers’ need for cognitive or sensory stimulation and therefore are more context-driven. As such, they may belong in either route, depending upon their context. mAtchuP for endorSement effectiveneSS To this point, the current paper has offered a definition of a celebrity endorser and has examined the branding literature for traditional brands.Now the discussion turns to  © 2009 †¢ Journal of Sport Administration Supervision †¢ Vol. 1, No. 1, April 2009 Simmers, Damron-Martinez, Haytko equating the endorser as a brand, the necessity of considering brand concept types, and the requirements for a successful brand alliance. Athlete celebrity endorsers are compared to traditional product brands, and endorsement agreements are compared with traditional brand alliance agreements. The following discussion begins with identifying the endorser as a brand then moves to examining fit and the role of the Endorser Sexpertise Continuum.Endors er as a Brand Kotler (1991) defines a brand as â€Å"a name, term, sign, symbol, or design, or combination of them which is intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors† (p. 442). In essence, a brand is represented as an image that has been developed and that exists in the minds of consumers. Therefore, since a celebrity endorser is essentially a bundle of meanings that combine to form an overall image, a celebrity endorser can also be considered a brand.To further discuss celebrities as their own brands, marketers often attempt to personalize their brands by endowing them with certain human characteristics or brand personalities. Aaker (1997) defines brand personality as â€Å"the set of human characteristics associated with a brand† (p. 347). For example, the Marlboro cigarette brand exhibits a high level of brand personality. According to Lohof (1969), â€Å"The Marlboro image is a cultural symbol which speaks to the collective imagination of the American people. It speaks of virgin frontier and of brutal efficacy and constant vigilance which the frontier exacts from its residents† (p. 47; cf. Reddy, Holak, Bhat, 1994). However, in the case of a celebrity endorser, the brand is an actual person. Rather than developing a brand personality for a product, a celebrity endows his/her clearly defined, existing personality to the product through endorsement. Therefore, a celebrity endorser can be considered the epitome of a brand personality. O’Donnell (2008) claims that the pairing of Michael Jordan and Nike set the standard for athlete/product endorsement matchup, and one can argue that Nike’s success is rooted in that partnership decision.Nevertheless, all brands have lifecycles (Ries Ries, 1998). Nike has experiences problems selling the Jordan brand since Jordan’s retirement in 2003 because many consumers in younger demographics hav e only seen Jordan play on highlight reels and do not perceive him as relevant (Intini, 2008). Thus, the brand’s new focus will be on the myth of Michael with â€Å"Become Legendary† as the new tagline (Intini, 2008). Intini (2008) believes that if Nike handles this new strategy well, Jordan could become sport’s first immortal brand.Endorsement as a Brand Alliance If an endorser can be considered a brand, then the pairing of a celebrity endorser and a product brand is analogous to the concept of a brand alliance. According to Rao Ruekert (1994), because brand names are valuable assets, they can combine with other brand names in a synergistic alliance in which the sum is greater than the parts. In the case of a celebrity endorsement, the product brand associates with the endorser in an effort to develop a stronger positive consumer attitude toward the product brand, essentially hoping to capitalize on positive spillover effects.The work of Simonin and Ruth (1998 ) supports this strategy. Based on familiarity, Simonin and Ruth (1998) found that spillover effects might not always affect the partners equally. If two highly familiar brands ally, they experience equal spillover effects. However, in an asymmetrical relationship the less familiar brand experiences greater spillover effects. In essence, celebrities should be compensated based on their contribution towards such a spillover effect. However, the threat of negative spillover 59  © 2009 †¢ Journal of Sport Administration Supervision †¢ Vol. 1, No. , April 2009 Endorser Sexpertise Continuum effects necessitates consideration by both endorsers and product manufacturers, when engaging in partner selections. An action by an athlete is considered a scandal if it is illegal or unethical, involves multiple parties over a sustained period of time, and/or whose impact affects the integrity of the sport with which he or she is associated (Hughes Shank, 2005). Hughes and Shank (2005) reason that a onetime violation by an admired sports celebrity will carry less impact with the consumer than repeated illegal or unethical events.In contrast, Behr and Beeler-Norrholm (2006) posit that the notion of celebrities-gone-bad is part of the fun for consumers and question whether it truly does serious damage to the consumers’ views of the endorsed brand. This may be true for the celebrities who are liked specifically for their rebellious personalities but is not generally applicable for all endorsers. When measuring consumer skepticism, Bailey (2007) found the strength of the association between the endorser and the brand affects whether the negative information will affect consumer perceptions and attitudes. Positive and negative spillover effects impact brand alliances.Since the image of the brand is composed of an accumulation of meanings, each time a brand associates with another brand, the experience impacts and contributes to its overall image (Rodrigue Bisw as 2004). To maintain its marketing value, the product brand and the endorser brand must each strive to maintain a consistent individual image in the public eye. Fit The concern of fit in a brand alliance can also be applied in the case of an athlete celebrity endorsement. Simonin and Ruth (1998) found that product fit and brand fit are related positively to attitudes toward the brand alliance.In the endorsement literature, expertise had a stronger effect on attitude toward the brand and purchase intentions than physical 60 attractiveness (Ohanian 1991; O’Mahoney Meenaghan 1998; Till Busler 1998). When the fit between the endorser and the endorsed product is incongruent, only attractiveness remains important (Kim Na 2007). Further, the work of Broniarczyk and Alba (1994) supports the idea that a specific brand attribute, such as the expertise of the celebrity, will have a greater influence on the effectiveness of the endorsement than the overall image of the brand.Experien ce with a product does not always equate to expertise with the product (Siemens, Smith, Fisher, Jensen 2008). Sport celebrity endorsers especially must carefully choose their endorsements, since they could be held liable if they do not use the product they endorse (Moorma

Early Marriage Advantages

Early Marriage Advantages Introduction Marriage and family are the two institutes which form the basic building blocks of communities and by extension the society. Sudha (2000, p.198) declares that marriage is a fundamental universal social institute that â€Å"facilitates proper progeny and helps to have life long companionship and family life†.Advertising We will write a custom report sample on Early Marriage Advantages specifically for you for only $16.05 $11/page Learn More This assertion is true since it is through marriage that children are raised and the continuity of a community assured. While the importance of marriage is universally appreciated, there are many differing opinions as to the age at which a person should get married. While marriage at a young age was favored in the past, modern day society advocates for later marriage. This is despite the many benefits that are to be gained by early marriage. This paper will argue that people should marry at an early age , this age ideally being 18 years. The paper shall demonstrate that early marriage has many significant advantages most notable of which are: it inhibits crime, it results in stronger families being build and lastly, it reduces the probability of the youth engaging in risky sexual behaviors. A Case for Early Marriage Marriage reduces the likelihood that a person will engage in criminal activity. Particularly, marriage is credited with inhibiting male crime and is associated with lower crime among men. Sampson, Laub and Wimer (2006, p.500) explicitly state that marriage is a potentially transformative institution that may assist in promotion desistance from criminal behavior†. The reason why marriage might lead to lower crime is because it results in a marked change in a persons daily routines. Sampson, Laub and Wimer (2006) note that â€Å"unstructured socializing activities with peers by people aged 18 to 26 increases the likelihood of deviant behavior†. Being married at the early age of 18 has the potential of changing activities such as frequent socializing with deviant peers. It can therefore be asserted that early marriage improves the quality of life for the married couple and the society at large. By reducing the likelihood of the person engaging in crime, the individual is able to engage in more productive activities. This benefits his immediate family and contributes to the well being of the society. Young couples have a higher likelihood of building stronger families than older couples. This is because younger people have not yet formed rigid perceptions concerning life. Strong, Devault and Cohen (2010) state that most marriages are built on the idea that one can change their partner following the marriage union and mold them into more desirable people.Advertising Looking for report on social sciences? Let's see if we can help you! Get your first paper with 15% OFF Learn More As such, both parties to a marriage en ter into the union hoping to change certain behaviors in each other. Young people are more flexible and open minded as compared to older ones. As such, it is easier for a younger couple to forge a coherent family than for an older couple who have already built independent perceptions of life over the years. Marriage at an early age significantly decreases the probability of an individual engaging in risky sexual behavior. We live in an age that is rife with sexually transmitted infections (STIs). While there is risk of infection for both married and unmarried people, the risk to the unmarried people is heightened. The reason for this is that unmarried people are more likely to engage in risky sexual activities with multiple partners. Ellis (2004) goes ahead and advocates early marriage as a means for curbing promiscuity which is one of the causes of the prevalence of STIs among youths. Marriage results in less risky behavior therefore increasing the probability of better health for a person. In addition to this, there is a positive correlation between marriage and the increased mental and physical well being of an individual (Smith, 1999). Counterargument and Refutation One of the most potent argument raised by opponents of early marriage is that marrying young may result in poverty for the couple. This is not an empty argument since as a matter of fact; most young people are economically insecure. Therefore, when these two people with limited financial capabilities come together in marriage, they cannot assist each other to become financially sound. While it is true that marrying young is often accompanied by economic insecurities, this is not a permanent state of affairs. The young couple has the ability to grow into financial security together. The notion that early marriage results in poverty is based on the assumption that the young couple will lack opportunities to better themselves. This is not true since both parties work towards achieving self-relianc e and economic empowerment. Sudha (2000) notes that both parties in the marriage are encouraged to pursue higher education and engage in employment in addition to the activities concerning marriage and family. Another argument advanced against marrying young is that it increases the likelihood of divorce. Opponents of early marriages state that the young are more likely to resort to divorce than older couples. Strong, Devault and Cohen (2010) suggest that the reason why young marriages are more prone to divorce is because of the immaturity and impulsive nature of the partners.Advertising We will write a custom report sample on Early Marriage Advantages specifically for you for only $16.05 $11/page Learn More This argument fails to consider that divorce rates are on the increase for all ages (Harvey, 2006). In addition to this, research by Ruggles (1997) states that marital dissolutions have increased dramatically over the last century and while only 5% of m arriages entered into in 1987 ended in divorce, a phenomenal 50% of marriages entered into in 1967 are forecasted to end up in divorce. This dramatic rise in divorce rates has been blamed on a number of factors most notably of which are the increases in the earning power of women in the USA. This assertion by Ruggel is corroborated by Bianchi et al (1996) who declare that while there are many reasons for the rising rates of divorce, the most important factor is the changes in the female labor force over the last two decades. The reason for this is that the wifes employment provides an economic alternative to an unhappy marriage. Conclusion and opinion This paper set out to argue that people should marry at a young age so as to reap the benefits that accompany early marriage. The current reality is that the gap in years between the legal adult age (18) and marriage has increased significantly over the past three decades. This paper has outlined the various advantages that come with g etting married while young. It has been noted that early marriage reduces the likelihood of a person engaging in criminal activities or risky sexual behavior. In addition to this, early marriages result in strong bonds being formed between the couple. With this benefits that marriage beings about as highlighted in this paper, more people should be encouraged to marry at a young age. References Bianchi, S.M. et al. (1996). American Women in Transition. CA: Russell Sage Foundation. Ellis, H. (2004). Studies in the Psychology of Sex, Volume 6. Online-ebooks. Harvey, J.H. (2006). Handbook of Divorce and Relationship Dissolution. NY: Routledge.Advertising Looking for report on social sciences? Let's see if we can help you! Get your first paper with 15% OFF Learn More Ruggles, S. (1997). â€Å"The Rise of Divorce and Separation in the United States, 1880 – 1990†. Demography, Vol 34- No. 4, November 1997: 455-466. Sampson, J.R., Laub, H.J., Wimer, C. (2006). â€Å"Does Marriage Reduce Crime? A Counterfactual Approach to Within-Individual Causal Effects†. Criminology Volume 44, No. 3. Smith, J. P. (1999). â€Å"Healthy Bodies and Thick Wallets: The Dual Relationship Between Health and Economic Status†. Journal of Economic Perspectives, 13: 145-66. Strong, B., Devault, C., Cohen, F.T. (2010). The Marriage and Family Experience: Intimate Relationships in a Changing Society. NY: Cengage Learning. Sudha, D. Gender Roles. USA: APH Publishing, 2000.

Enterprise Integration - Infrastructure Essay Example | Topics and Well Written Essays - 750 words

Enterprise Integration - Infrastructure - Essay Example For effective integration, it is pivotal that all these information systems are linked together through a reliable technology. So much so that the enterprise as a whole works as a single platform, all the information systems connected and related in a productive manner, providing the processed information as and when needed, or even before hand. This leads to optimized business operations at reduced costs, alignment with the customer and enhanced business agility, streamlined internal business operations, individual roles and growth opportunities. This calls for some strategic decisions about the kinds of technology that a company should use to link its various information systems. The technologies can then be made to work together in a coherent infrastructure to support the work of the organization. Regardless of the technology used, applications and data must communicate, and that communication is growing to include a wide variety of technologies, such as SOAP (Simple Object Access Protocol), JMS (Java Message Service), FTP and custom APIs. Enterprise Resource Planning (ERP) is by far the most initial tool to serve the purpose of enterprise integration. ERP systems do not define what integration is and how it is to be developed, but they incur a techno-logic that conditions how control can be performed through financial and non-financial representations because they distinguish between an accounting mode and a logistics mode. The concept behind Service Oriented Architecture (SOA) is that applications should expose their functionality as services in a way that can be accessed by any authorized external system. SOA isn't a point product or even a suite of products-it requires multiple components comprising multiple products up and down the infrastructure stack and includes messaging (ESB) technology, application servers (ESP), management (SOA Management and Registries) products, development tools and more. Conventional integration technologies are evolving and are quickly being replaced with ESB (Enterprise Service Bus) software. ESBs provide integration plus the capabilities of legacy EAI (Enterprise Application Integration) products, and features and functions that integrate both legacy and contemporary services, such as Web services. Enterprise and infrastructure management system (EIMS) technology offers network managers benefits such as unprecedented control, protection, security and integration with other systems. EIMS bridges network management software and physical layer management. It can self-discover the physical topology of data centers, communication rooms and wiring closets, while, at the same time, manage and troubleshoot network connectivity through integration with third-party logical layer applications. Infrastructure Model It is better to apply SOA concepts incrementally to existing information technology (IT) systems to exploit short-term business benefits. SOA facilitates aligning existing IT infrastructure and systems to achieve end-to-end enterprise connectivity by removing redundancies, generating unified collaboration tools, and streamlining IT processes. The Human Service Bus (HSB) is an optimized organizational

Criminal justice Essay Example | Topics and Well Written Essays - 500 words - 14

Criminal justice - Essay Example (socyberty.com/social-sciences 2011). Police presence in any situation, in most cases, is a crime prevention measure. While the police do fight crime, the media does not always depict the police in a realistic light. The police are shown as being in a position to sacrifice their lives to uphold and enforce the law; however, this label is real but an over-emphasized depiction. As police go through the day to day deed of fighting crime, the media does not report the ordinary times between events. (Dantzker, 2003). Events that occur without inflated incident will be less likely to be noted by the media due to lack of interest or drama involved on viewers. (socyberty.com/ 2011). Television plays an important role in the myths associated with police crime fighters. According to Dr. Podlas the overall pattern of television programs that viewers are exposed to cultivates a common perception of reality. (Podlas 2006). â€Å"The â€Å"reality† tends to mirror what viewers see on the TV screen.† He contends that people who watch a great deal of television will see the real world as a match to television. (Podlas 2006). The news media do, in fact, overdramatize crime. (C. Michael, 2009). Examples of over-dramatization are such things as racial and ethnic crimes. Television news stories about drugs show blacks 50 percent of the time and white 32 percent of the time. However, statistics show that only 15 percent of illegal drug users in the US are black and 70 percent are white. Newspapers also focus their attention to white crime victims even though most violent crimes are interracial. (C.Michael 2009). The media manipulates reports through misleading information or bias. They randomly select people to interview who support the reporter’s view. Also, vital information, such as history and background information, is purposely deleted from a crime story. (C.Michael, 2009).

Sociology Essay Example | Topics and Well Written Essays - 500 words - 4

Sociology - Essay Example parted focuses on the criminal element’s ability to infiltrate law enforcement at the highest and most sensitive levels of operation in order to facilitate criminal and organized crime activities. What results, as demonstrated by the film, is the obscuring of identities, priorities, and loyalties that lead to dangerous and deadly situations for undercover operatives. Actor Leonardo DeCaprio, playing the undercover good cop, has as his counterpart actor Matt Damon, playing the undercover bad guy in the police department. DeCaprio, whose acting abilities and skills bring a superb talent and realism to the role that allows the viewer to suspend disbelief and to become engrossed in the film’s back and forth good cop versus bad cop role playing; is, in character, reduced to the role of the neighborhood thug and thief. In the film, as in reality, men of Irish descent had two options; crime and the streets, or education and law enforcement. DeCaprio’s character opts for education and law enforcement, to move away from not just the stereo-typical image of the Irish thug and hood, but the reality of it as it existed in his family. DeCaprio’s character’s family is well known in the neighborhood and within the hierarchy of law enforcement as breeding criminals. Damon’s family, on the other hand, has a less prominent family history, but nonetheless is inducted into the Irish organized crime scene early on as a child. Damon is quickly recognized as being intelligent, capable of passing the mental and physical tests for acceptance that would give him access to the highest levels of confidence and information as a law enforcement official – with the help of Nicholson’s character’s sponsorship from the outside. Damon, another skilled and talented actor, convincingly portrays the bad guy playing the good cop, and feeds Nicholson’s character inside information with which to pull off successful crime capers by the Irish thugs and thieves. Nicholson is,

Effects of Technical Education on India

Effects of Technical Education on India India is well known for its large pool of technical manpower, a fair proportion of which finds employment in developed countries, especially in the West. As a happy sequel to the story, India has recently witnessed a big boom in the BPO/KPO sector. In order to sustain this trend, and to ensure that India does not throw away this key advantage, it is imperative that we continue to produce a critical mass of highly skilled manpower at an accelerated pace. An enabling academic and economic setting is a key factor determining the fate of our nation in the wake of the knowledge sector boom. Indias growth in recent years has been led by the services sector. The most noticeable aspect has been the recent big boom in the BPO/KPO sector. This off-shoring trend is certain to continue and India faces the challenge of generating an appropriate supply response to retain its existing advantage. It should be noted that Indians spend nearly $4 billion annually to send their children abroad for higher studies and technical training while there is no reason for India not emerging as a global hub for higher education and technical training. The real challenge therefore, is to expand capacities in higher education to keep ahead of the curve of rising domestic and global demand. UN Secretary of State Hillary Clinton commended that the technical education in India as the best in the world, and she also suggested her country and India should work together in the field to help bridge the gap between talent and opportunities. Technical education in India was the best in the world. We need to work together in the field of educational opportunities, she said at an interactive discussion on education organized by Teach India, a NGO on 19th July 2009. GLOBALISATION The term globalization means integration of economies and societies through cross country flows of information, ideas, technologies, goods, services, capital, finance and people. Cross border integration can have several dimensions cultural, social, political and economic. In fact, some people fear cultural and social integration even more than economic integration. Nothing is permanent, only change is permanent. Globalization is a feature of changing world. It is no more a recent phenomenon in the world and since India is major player of twenty first ** Lecturer, Department of Commerce, Loyola College, Chennai 34. century we are facing its socio economic impacts. Initial enthusiasm for globalization as a beneficial set of processes has yielded to an understanding that the phenomenon is largely associated with increasing social inequality within and between countries as well as instability and conflict. Globalization is impacting the institutional framework in both developing and industrial countries. It is changing the way in which governments perceive their role in the society. It has also far reaching implications for socio economic development and educational systems of countries all over the World. With abundance of natural resources India has huge young and skilled man power to excel in every walk of life. Globalization is a contemporary term that has attracted considerable attention of educators throughout most of the world. It is a set of processes to integrate the world into one economic space through increased international trade, the internationalization of production, and telecommunication system (Stromquist Monkman, 2000). Although this definition is made from an economic view, globalization is increasingly connected to political, cultural, and educational influences. Recently, its relationship to education and culture has become important issues because information and innovation are the basic momentum of globalization. GLOBALISATION AND HIGHER EDUCATION According to the results of a special survey Higher Education: Free degrees to fly , higher education is already a global business. The days when higher education was a matter of national policy and government regulation are rapidly fading. Higher Education provisioning is now globalised and in many ways, a commercialized affair and the way that the State had in the goings on is vastly diminished. According to Andreas Schleicher of OECD, a Paris based Think Tank the numbers studying abroad were statistically negligible two decades ago. (Cited in the same survey in the Economist). According to the International Finance Corporation (IFC), the growth is now soaring: 2 million university students-approaching 2% of the worlds total of around 100 million studying outside their home country in 2003 (cited in Higher Education in the same article in Economist). Since the late 1990s the higher education market is growing by 7 per cent a year. The Economist Survey on higher education further in dicates that annual fee income alone is estimated at $ 30 billion. While private profit seeking companies have entered the education business, even government-controlled universities are seeking independence from governmental authority. However, many countries including India, continue to control the fee structure of their universities causing financial stress to foreign students, who are generally made to pay much higher fees than local students. This has resulted in many universities openly soliciting entry of foreign students. To facilitate this process they have even tailored their courses to international requirements besides appointing agents abroad and publicizing the offers widely in the media. TECHNICAL EDUCATION IN INDIA The history of imparting formal technical education in India can be traced back to mid 19th century, although it got momentum in 20th century with the set up of Constitution of Technical Education Committee of the Central University Board of Education (CABE) in 1943; Preparation of Sergeant Report in 1944 and Formation of All India Council of technical Education (AICTE) in 1945. With the country gaining independence in 1947, the development of technical education had become a major concern for the government of India to face the new challenges and move the country forward. The set up of Indian Institutes of Technology, Indian Institutes of Management and Indian Institutes of Science was a major step in the development of technical education in the country. The quality of education of these institutes have managed to change the outlook of India so much that this ancient country which was earlier known for yoga and mediation is now known for computer engineers. However, it does not mean that the challenge of making technical education accessible to the rural populace and other under developed sections of the society has been overcome. In order to maintain the standard of technical education, a statutory authority- The All India Council for Technical Education (AICTE)- was set up in 1945. AICTE is responsible for planning, formulation and maintenance of norms and standards, quality assurance through accreditation, funding in priority areas, monitoring and evaluation, maintaining parity of certification and awards and ensuring coordinated and integrated development and management of technical education in the country. GLOBALIZATION EDUCATION AND HR DEVELOPMENT Knowledge is the driving force in the rapidly changing globalised economy and society. Quantity and quality of specialized human resources determine their competence in the global market. Emergence of knowledge as driving factor results in both challenges and opportunities. It is well known that the growth of the global economy has increased opportunities for those countries with good levels of education. Globalization has a multi-dimensional impact on the system of education. It promotes new tools techniques in this area like E-learning, Flexible learning, Distance Education Programs and Overseas training. Globalization will mean many different things for education. In the near future, it will mean a more competitive and deregulated educational system modeled after free market but with more pressure on it to assure that the next generation of workers are prepared for some amorphous job market of 21st century. Since Life long jobs have been converted in to yearly contracts there is still possibility of even short duration jobs. Our education system should deliver such education and training so that professionals can adjust themselves as per market expectations. It has underlined the need for reforms in the educational system with particular reference to the wider utilization of information technology, giving productivity dimension to education and emphasis on its research and development activities. The benefits of globalization accrue to the countries with highly skilled human capital and it is a curse for the countries without such specialized human capital. Developing and transition countries are further challenged in a highly competitive world economy because their higher education systems are not adequately developed for the creation and use of knowledge. Converting the challenges into opportunities depend on the rapidity at which they adapt to the changing environment. India is also following the global phenomenon. As part of globalization, the economic reform packages were introduced in India in the beginning of 1991. These reform packages imposed a heavy compression on the public budgets on education sector, more specifically so on higher education. This has trickled down to public expenditure on education in general, and higher education in particular. Indian government and Indian corporate sector has recognized the importance of management education in the changing global scenario. Today under the reforming economic conditions, integration of the Indian economy with world economy presupposes efficiency and competitiveness in the domestic front as well as in the international arena. As the process of globalization is technology-driven, and knowledge-driven, the very success of economic reform policies critically depends upon the competence of human capital. But, what is observed is the reverse. Even within the education sector, relative priority assigned to higher education has been on the decline (Table 1 and Chart 1). It is to be realized that higher education institutions play an important role in setting the academic standard for primary and secondary education. They are also responsible for not only providing the specialized human capital in order to corner the gains from globalisation, but also for training inside the country, provide policy advice, etc. Globalization is expected to have a positive influence on the volume, quality and spread of knowledge through increased interaction among the various states. Today our educational system is strong enough but Central and state governments should change their roles within the education system, re-inventing themselves as facilitating and supervisory organizations. Teacher training, infrastructure and syllabuses need to be urgently upgraded. Industry should come forward to share experience with students and to offer more opportunities for live Projects. The free market philosophy has already entered the educational world in a big way. Commercialization of education is the order of the day. Commercial institutions offering specialized education have come up everywhere. In view of globalization, many corporate universities, both foreign and Indian, are encroaching upon our government institutions. Our Institutes like IIMS and IITS have produced world class professionals. These institutes imparts quality education as per industry expectations and give due importance to Institute Industry Interface. Under the new scenario, Government Private partnership is becoming important in Management Education. Now India is a transforming country. We are near to achieve status of developed nation. The demand for higher education has been growing rapidly with comparatively faster growth in enrolment in higher educational institutions than the growth in number of higher educational institutions . The growth rates are doubled among the students enrolled in post-graduate and research, while the number of institutions for post-graduate and research studies has grown at a slower rate in 1990s than in 1980s. CHALLENGES Globalization leads to challenges and threats also. The major concern is to deliver world class education with updated curriculum and practical exposure. This is possible only by attracting talented experienced persons in to academics. At present it is difficult to assess not only the nature and dimensions of globalization, but also what it means to the field of education. A few educational researchers have attempted to make connections between the several dimensions of globalization and the policies of education. India is witnessing new era in the field of Management Education. Many Corporate groups like Reliance, Nirma, Tata, Sterlite etc. have promoted Management Institutes. Some reputed foreign universities are also coming to India. But Government should issue some guidelines so that fees structure remains with in certain limit and those who are from economically poor background have same opportunity. RECENT TRENDS In the wake of globalization process and to cope up with the changing priorities of the people, the planners are bound to revise their strategies in the education sector. Thus, several specialist committees, involving the elites and captains of industry and education, constituted by the Union ministry are engaged in the process. Whereas, the public interest demands a wider domain for the national debate on syllabus and curriculum reform among other related aspects. As usual there are several viewpoints of conflicting nature expressed by the captains of industry and education like Azim Premji, Prof.N.S.Ramaswamy, Kabir Mustafa and others. While there is a broad consensus on some points, some are almost at variance with each other. The common educational reforms that were endorsed by some of the eminent industrialists and academics include: Liberalize and deregulate the education system to encourage promotion of new schools, colleges, vocational and other institutions of higher education. Diligence higher education, confer institutional autonomy and decentralize syllabus design. Central and state governments should change their roles within the education system, re-inventing themselves as facilitating and supervisory organisations. Teacher training, infrastructure and syllabuses need to be urgently upgraded. The rapid growth of the software development and electronic communications industries is one of the few achievements of Indian industry in post-independence India. Further, because of strong hold of the English language in MNCs and corporate circles, the divide between rural and urban is almost complete in the field of education. In consequence, this great reservoir of skills and expertise offers the opportunity to utilize them for the spread of quality education through several technologies. Obviously, F.C. Kohli, the vice chairman of Tata Consultancy Services (TCS) recommended, Through the wider use of computers and technology, curriculums and faculties can be shared by schools and colleges across the country. Again the pace is set by a variety of private educational entrepreneurs, otherwise known as, Edupreneurs, who have promoted internationally recognized institutions of higher education such as the S.P. Jain Institute of Management in Mumbai; Amity University, Delhi; Indian Sch ool of Business and ICFAI Business School, Hyderabad; Mahavir Academy of Technical Sciences and Presidency College, Bangalore and the Great Lakes Institute of Management, Chennai, among others. Besides, some Indian Edupreneur are venturing overseas. These are all certain recent trends that undermine the very social obligations of our governments. OUTCOME OF GLOBALISATION The ramifications of globalization in India have been uneven. Education, as a service industry, is a part of the globalization process under the umbrella of General Agreement on Trade in Services (GATS).Thus it is of now wonder that like in any other sector, globalization has bred inequality and dependence in the education system of the nation, especially higher education. Thus while a section of the population has benefited from globalization in their academic pursuits, the under privileged section has struggled to receive proper higher education due to excessive corporatization of education ,increasing fees and unavailability of opportunities in the lower strata of the society. India has some very bright spots of excellence in its technical education sector. The IITs and their alumni command great respect in the global market. Globalization has created a market based educational system in India. Thus there has been incredible growth of the number of technical colleges and universit ies providing technical education especially in fields like IT, Computer Science, electronics, architecture. As the job market in these sectors is flourishing, students after getting mere Bachelors degree hardly opt for higher education. Thus India over the years has produced some brilliant technicians but hardly any excellent educationist or a genius teacher. Moreover, as the cost of receiving such technical education is sky high, poor students have been out of the competition to receive higher education. CONCLUSION Given the importance of technical education in the further development of the nation, the Government of India is keen on developing some more institutes in the line of IITs, IIMs and IISCs. The Prime Minister of India has unleashed a plan to establish 8 IITs, 7 IIMs and 5 IISCs to improve the spread and quality of technical education in the country. These institutes along with various private institutes and foreign technical colleges have the potential of making technical education accessible to all sections of society in India without compromising on the quality of education. Education is an important investment in building human capital that is a driver for technological innovation and economic growth. It is only through improving the educational status of a society that the multi-faceted development of its people can be ensured. In the post-industrialized world, the advanced countries used to derive the major proportion of their national income not from agriculture and industry but from the service sector. Since the service sector is based on imparting skills or training to the students and youth, the education sector is the most sought after. It must provide gainful employment so that the sector is developed in a big way. It has also given rise to controversies relating to introducing changes in the inter-sectoral priorities in the allocation of resources leading to the misconceived policy of downsizing of higher education. It has also advocated privatization of higher education without realizing the danger of making the system a commercial enterprise.

Cinderella - Oppression of Women by Women Essay -- Comparative Litera

Cinderella - Oppression of Women by Women Throughout the ages women have always appeared to be victims of oppression by men. There are many cultures and religions that have separate rules for the men and the women. Traditional gender roles have cast men as the providers, while women are the nurturers and stay home to keep the house clean, cook, and care for the children and their husbands. Even the clothes men and women wear are subject to the different rules. Men are free to dress without restraint in order to get the job done, where as women are required to dress modestly - in some religions covered from head to toe, and compelled to cover their hair in others. However, the fairy tale of Cinderella turns the idea of male repression of women on its head, casting women in a position of dominance. It is still a man's world where women must bend to the demands of man, the ball for example. It is in these confines, the ultimate goal in obtaining a suitable husband, that we see what women are capable of doing to one another in o rder to reach their goals. Women use different techniques in order to keep other women down. As Tony Morrison states she is "alarmed by the violence that women do to each other: professional violence, competitive violence, emotional violence. [She] is alarmed by the willingness of women to enslave other women." (Cinderella's stepsisters, p. 500) In this situation, the women in Cinderella, specifically the step mother and step sisters, dominate Cinderella in many ways: name calling, degradation, mocking, and dishing her false hopes. The story as portrayed in Cinderella by Charles Perrault, Ashputtle by the Grimm Brothers and the Walt Disney adaptation written by Grant as well as the animated film Cinderell... ...PHY Behrens, Laurence and Rosen, Leonard F.Writing and Reading Across the Curriculum. Eighth Edition, University of California ; copyright 2003. Web sources: 1) http://www.northern.edu/hastingw/cinderella.htm Prof. Waller Hastings Northern State University Aberdeen, SD 57401 2) http://www.pitt.edu/~dash/perrault06.html Source: Andrew Lang, The Blue Fairy Book (London: Longmans, Green, and Co., ca. 1889), pp. 64-71. Lang's source: Charles Perrault, "Cendrillon, ou la petite pantoufle de verre," Histoires ou contes du temps passà ©, avec des moralità ©s: Contes de ma mà ¨re l'Oye (Paris, 1697). Revised October 8, 2003. Other sources : 1) Walt Disney's animated film Cinderella