The Impact of Advertising on Fashion - Free Essay Example

Introduction: The use of advertising in the fashion industry was started as early as in the Victorian period. Advertising is been very important to the fashion industry as its one way of reaching a mass group of people quickly, as fashion today is very competitive and need speed marketing. Advertising is used from the high street fashion retailers to the low fashion retailers. According to (Dittrich,2000) it has been estimated that an average women sees between 400 to 600 advertisements per day. The fashionable female silhouette has changed with time and the body has been manipulated frequently (Fay and Price 1994) The most famous type of fashion that todays consumers goes for is the fast fashion, where the latest line of clothing from a designer is copied by the fashion retailer especially stores in the middle fashion market like Top Shop, Marks and Spencers, Next , New look, and HM. Thirty-two percent say that they get their clothing ideas from fashion magazines, up from 23% the previous year. (cottoninc 2000). In fast fashion, sourcing and buying decisions are compounded by the speed by which decisions have to be made and innovation introduced into the store (Bruce Daly 2006). The introduction to the store can be given through a mass media that is advertising, advertising can be done through many ways like television, print, ad radio, an even through word of mouth. According to Aaker et al (1994) advertising is effective to influence consumer attitude. Govoni et al mentioned that the most images of well-liked brands are established by successful advertising. Modern consumers want to be entertained as well as informed through advertising (Lea-Greenwood 2002). In 1996 companies invested more than $1 billion in athletic endorsements deals and approximately $ 10 billion more to advertise and promote the celebrities endorsements (Farrell et al., 2000). A recent estimate indicates that approximately 25 percent of American commercials use celebrity endorses (Shimp, 2003). Celebrity endorsements have become prevalent technique in advertising in the past recent years. The consumers attention is the most important to the retailers. The retailers use advertising as one of the strongest aspect to catch their consumers attention. in Japan, there are roughly 70 percent of Japanese commercials featuring a celebrity (Hus and McDonald, 2002). Advertising also has some negative and positive effects, but in this paper both the aspects will be investigated. Fashion brands and retailers have a long-standing relationship with womens magazines and, more recently, with mens magazines (Mintel 2005). Fast fashion always need more advertising than the high street fashion market, the only way the can reach out to a mass audience is through media and through word of mouth. It has been estimated that the average woman sees between 400 and 600 adverts per day (Dittrich, 2000). Looking particularly at this age group who all read magazines and one of the famous magazines is the heat magazine, where this magazine compares the style and clothing of celebrities and give out the cheaper way to gain the look of the celebrities. In todays star-focused society, it may be more accurate to see celebrities and fashion magazines as a confluence in womens apparel-buying decision process. (Cottoninc 2000). The fast fashion retailers have to choose the right kind of medium to reach the particular target audience and should help the retailers to reach out to their consumers before their competitors reach. But while the celebrity influence does seem to ebb proportionally as a woman ages, it still plays a large role in the wardrobes of average women. According to the Monitor, 26% of women ages 25 to 34, and 24% of women ages 35 to 55, indicated that celebs served as their personal fashion innovators (cottoninc 2004). This fashion for slimness portrayed throughout almost all womens fashion advertising provides a standard for social comparison and respectively heightened dissatisfaction amongst females (Graner Grafinkel, 1980). When confronted with ultra thin models on a regular basis this is bound to have an effect especially when the thin ideal are totally unrealistic of womens bodies today (Hamburg, 2002). Celebrities are our new designers, relates Irenka Jakubiak, editor-in-chief of Accessories Magazine, the trade publication (cottoninc 2004). The Red Carpet is our new runway. Designers are going overboard to make the product, and manufacturers and retailers are turning stuff around fast to have it available for consumers (cottoninc 2004). In early 2001, approximately one in five marketing programs in the UK featured some type of celebrity endorse, with the number closer to one in four programs in the US (Erdogan et al 2001). Research has found that celebrities are more effective than other types of endorsers, such as the professional expert, the co mpany manger, or the typical consumer (Friedman and Friedman, 1979). Glamour editor Jo Elvin said: Kates back with a vengeance. Her maverick approach to fashion is an inspiration.(smh 2008) Advertising also helps to sell new products to the consumers, this way it helps the product to be marketed in the industry quick and efficiently. Advertising also manipulates the consumers using psychology in most of the advertisements. A woman who may not directly point to a celebrity influence in considering her wardrobe is likely to purchase something within a trend that can typically be tied back to a famous person. (Cottoninc 2004). Fighting AIDS is always of great importance, and HM is overwhelmed with the enthusiasm and the commitment from each and every celebrity involved in this collection. Ann-Sofie Johansson, HM head of design. (Onenationmagazine 2009). Celebrities are the trendsetters of our time. And they are wearing clothing and accessories that are more accessible to the general public (visavismag 2009). In the end, celebrities and modern fashion will always be inseparable commodities, and will continue to influence each other, and in turn the American public. (Helium 2009). Researches suggest that endorsers are more effective where there is a fit between the endorsers and the endorsed products. (Till and Busler, 2000). Psychologists Petty and Casioppo suggest the Elaboration Likehood Model (ELM) to explain the process consumers to be persuaded by the advertising message (Shimp, 2003). In a recent report in The Sunday Telegraph, Ashley Sharpe, head of money research at Which? Magazine stated: The danger is that, if the use of a credible celebrity is combined with a message that sounds great but doesnt tell you the full story, then many more people could be taken in, because they trust the person promoting the product. (Fashionunited 2004). 2.1 Aim: To analysis the role of advertising and body image in the context of fashion and manipulation of the consumers. 3.1 Objectives: To analysis the use of advertising in the fashion industry. To analysis the manipulation of consumers through advertisements by the fashion retailers. To analysis the impact of celebrities on fashion and consumers. To analysis the relationship between fashion and body image. 4.1Literature Review: In todays world to market a product and to make to reach the target audience on time is done through advertisements, where media is the one of the medium that can reach out to mass target consumers on time and to make the product famous among the consumers. The medias images and messages become what they see as a soothing voice in a storm of conflict, confrontation and confusion (Thomsen et al, 2001). In aspects to fast fashion the ideology of the retailers should reach the consumers fast, as the fast fashion industry is competitive. The most advanced marketing companies in the country had learned how to adapt their strategies to this new medium and it completely changed their perspectives. (Henry, 1986). Looking at the fashion market like Top Shop, Next, Marks and Spencers, New Look, HM. tend to spend much more than the other fashion retailer like Zara who does not spend anything of advertising for them marketing their products is through their own customers, where they believe word of mouth is more than enough to promote their products, this only helps to reach out a small group of people where the mass consumers wont be aware of their latest collection in store. On the other than the other retailers spend a lot on advertising and try to reach out a mass group of audience and market their product fast, this also helps to see the demand of the particular garment and helps not to over stock. The relatively small size of the UK and its heavy population concentrations allow this system to work particularly well in the interest of the marketers. (Henry, 1986). Through advertising most of the retailing companies develop their marketing strategy. Press advertising was the most important medium for 18 of the top 30 fashion retailer advertisers, and seven spent their entire advertising budget here. (Mintel 2005). Advertising is now taking up the upper hand in the fashion industry, which helps the retailers to market their product. Advertising is mostly done through manipulating the consumers, but the consumer does not like the idea of the retailers manipulating them, this is where psychology advertising comes into place. In this type of advertising is where they use colours, shapes, sounds, etc. The fashion industry works in this way by using adverts that imply by purchasing the brand the consumers will be buying the social esteem and image of model (Anderson et al, 2000). The advertisements are made to catch the consumers attention to the product. Although the highest paid super model of the 1900s were not classed as waifs i.e. Cindy Crawford, designers and magazines chose to use extremely thin models to advertise clothing and beauty products (Gorgan, 1999) Marks and Spencers have one of the biggest advertising budgets in the fashion industry. With an estimated  £ 43.5 million in 2006/07, making up a 12.0% share in the total (Mintel 2007). After Marks and Spencers Next have spent a lot of advertising their products. There are positive and negative aspects of fashion advertising. The positive aspect helps the retailers to boost their income whilst the consumers get the latest range of copied clothing from designer at a lower price which help them to look fashionable and to keep a track of the latest fashion. Employment opportunities for women are steadily improving, meaning that they have ever greater spending power and economic autonomy. They are the most important consumers of clothing and footwear, buying not only for themselves, but also for their children and male partners. Additionally, they enjoy fashion advertising much more than men and more influenced by it. (Mintel 2007). The negative aspect is the fashion is always rel ated to skinny, thin, flawless skin models, this makes the consumers want to look like them. For the retailers is that fashion is one industry which changes season to season and the clothing line as well changes according to the current trend as fashion changes quickly the retailers tend to spend more on advertising very time a new trend is come into fashion. The average woman is estimated to see between 400- 600 adverts per day (Dittrich, 2000). One of the main reasons that advertising is used by the fashion retailers is to grab the attention of the consumers. Most of the fast fashion retailers target audience is from the age group 20 à ¢Ã¢â€š ¬Ã¢â‚¬Å" 40 years. Teenagers ages 16-19 are more inclined to use fashion advertising to get inspiration (38% compared to 18% on average) (Mintel 2007). The retailers keeps in mind the age group and make the advertisements which will be liked by the group and catch their attention. The other way the retailers get the attentions from the consumers is by sale and offers which will make a consumer to walk into the store. On the other than magazine also help the fast fashion retailers to sell the garment faster as they compare the celebrities style which a cheaper alternative to gain the same style by the consumers. Fashion and beauty magazine availability is immense in society today (Gordon, 2000). F ashion magazines are a great influence on the women of today where they want to look like the celebrities. This influence the consumers mind of being thin and skinny to gain the style of the celebrities. As the amount of media attention devoted to celebrities increase its apparent that celebrities them selves have taken up the position of role models (Weaver 1997). 4.2 Impact of body image: In todays world fast paced society relationships and judgments about others start with outward appearance while personality and inner values play a secondary role (Anderson, 2000). Western society is obsessed with body image. Women want to be thinner; men want to be more muscular (BBC, 2009). The feminist perspective suggest that in the 1960s thinness was equated with independence and success- today it has become the defining criteria for feminine beauty (Kilbourne, 1994). This has become a very important factor among people of today to look good outside, which has a major influence on the daily lifestyle of the person. In any form of interaction or communication verbal cues account for only 7% of total impact, vocals cues for 38%, whilst facial cues account for a major 55% (Mehrabian, 1972). With the face playing a central role in the way we think and feel about both ourselves and others (Partridge, 1996). The world that we live in has move towards to a position which has a big stre ss on appearance. Preoccupation with the visual image if self and others has become an obsession in a society where people continually compare themselves to cultural ideals of beauty (Coward, 1984). Advertisements for women reflected changing notions of the female body shape away from sever body chart to angular boyish shape (p.76, Reekie, 1987). The ideal human body began way back in time, where it started in ancient Greece. Viewing the body as potentially godlike, it was the Greeks who began the custom of treating the body as an aesthetic object (Seid, 1989). The society of today has experienced a big outburst of interest in the human body like never before. Todays consumers are very conscious of what they wear and how they look from the out side. Reekie (1978) suggested that one can look to advertisements for women they reflect the changing ideals of body shape. This has happened as a result of a huge influx of visual images of the human body circulated by the mass media (Shilling, 1997). The body beautiful augmented by fashion advertising in particular has helped lay the foundation for our preoccupation with looks and the priority we give to visual appearance. (Coward, 1984). Physical attractiveness is central to human communication as virtually all communication situations involve visual contact and the more physically attractive a person is, the more favourably they are respond to (Patzer, op cit). Other studies consolidate this view and results have indicated that more physically attractive people will have socially exciting and more active lives than less attractive people (Bassili, 1981). Body image is the term widely accepted as internal representation of your own outer appearance: your own unique perception of your body (Thompson et al, 1990). Physical attractiveness trend is a belief that an individual should look good and get better in looking good, which enables physically attractiveness. This enhancement is seen by many as a natural instinct that has been a trait of mankind since ancient times (Fiser and Fiserova). There is a huge money and time spent in cosmetic surgery in todays world, in order to look like their idols. As in the western society there is an increasing importance in looking good physically. The physically attractiveness phenomenon is deeply entrenched in modern society and there seems no future development likely to reduce it importance (Patzer, 1985). What is beautiful is good which was said by Dion et al (1972). When a study was taken by Dion et al found that physically attractive people have more socially attractive personality, they have happier marriages and in a whole their lives are happier and more successfully than the one who are less attractive. When women were asked whether they were willing to sacrifice comfort for fashion, 40% said yes, up 3.7% from 1998. (Cottoninc 2000). 4.3The impact of Ideal body image on consumers: In todays consumers society where womens bodies are frequently used to sell products, the ultimate commodity has become the female ideal body image. (Orbach, 1993). Since the 1960s the ideal body for women bodies has become lighter while real bodies have been getting heavier (Garneret al 1980). This has resulted in a bigger difference between the real and the ideal (Benson,1997). As popular models and actress represent current female ideals it is necessary to examine their depictions in the media (Wiseman et a, 1990). Today a lot of consumers are overwhelmed because of media. The effects that advertisements have on the consumers have changed everything from their fashion to their lifestyle in the society. Circulated as the norm, notions about the ideal are culturally specific trends that become mistaken for reality (Gorgan, 1999). The concept of an ideal body is given to us by the society of the world of today. The ideal now dictates a slim- hard à ¢Ã¢â€š ¬Ã¢â‚¬Å" toned body (Benson , 1997). this perfect female body would be between five foot five and five foot eight, long legged, tanned and vigours looking (p.39 Coward, 1984). The media has drilled into the minds of people about the ideal body as being thin, tall and looking good to the society. With links to neurobiology, ideals are viewed as in-built responses guiding men and women in how they want to look and how they want others to look (Anderson, 2000). Overweight people are discriminated against in a culture that is unforgiving and judgmental towards fat people (Anderson, 2000). An ideal body for women has to perfect without any flaws. Achieving the ideal body will take time and money, where people are willing to spend these days. There are people in the society will go all the way out to look perfect and get their ideal body shape, even if the person has to go through many cosmetic surgery. In advertising technology has over taken, today every celebrities and super models have their photo shoot airbrushed before come out in magazines. Many of the images seen are artificially constructed using modern photographic techniques and air brushing (Coward, 1984). Although consumers know that these images are modified to look nice, they still opt for cosmetic surgery. Among other proposals are for success rates to be included on cosmetic surgery adverts and for local sports centres to be made more female friendly by being cleaner and safer (BBC, 2009). There are many celebrities have gone through many cosmetic surgeries and these consumers think this is the ideal body image and start to admired. Airbrushing should be banned in advertisements aimed at children to tackle body image pressure, say the Liberal Democrats. (BBC, 2009). President Douglas McGeorge has said he was particularly concerned about younger vulnerable readers of magazines who are being targeted very heavily (BBC, 2009) Although it is true that women may be entrapped in this system if beauty, the potential to change society and resist cultural pressure is negligible (Bordo, 1997). Smith (1990) believes that women should actively seek to achieve the ideal body in a form of femininity, body dissatisfaction is positive. He also argued that does not take in account the negative consequences of body dissatisfaction, low self-esteem and eating disorders. This also brings in the male to be more dominated and stronger than compared to women, where women are pressured to be thin and weak. The view also ignores the role of the fashion industry, which is said to dictate the ideal (Grogan, 1999). When a study was conducted on teenage boys (Huenemann et al, 1966) found that more than half of the response wanted bigger biceps, bigger chest and bigger shoulder. This should that the even male are now getting conscious about their body image and when it is looked back , the media started about in women and then now in men. A recent study says that cosmetic surgery is increasing rapidly in men. It has also been suggested that male dissatisfaction is more pronounced in older men (Anderson, 2000). Although men have different perspective of body image when compared to women. As women are objectified for the active male gaze, they become objects of desire and all emphasis is place on their bodies. (Mulvey, 1980). 36% women seriously consider plastic surgery cause theyre unhappy with the way they look. 90% of women said their bodies made them feel down and they think about it everyday. 50% of school girls say they are on a diet (BBC, 2001). The focus on womens appearance has got out of hand no-one really has perfect skin, perfect hair and a perfect figure, but women and young girls increasingly feel that nothing less than perfect will do.(BBC,2009). Body image is a persons subjective evaluation of what it means to them to have that body within their culture (Grogan, 1999). 4.3 Effect of celebrity advertising on consumers and society: Tellis, (1998) defined advertising as communication a firms offer to customers by paid media or space. There is no doubt that advertising is a formative influenced within modern Western culture (Pollay, 1986). According to recent research statistics, the number of celebrity advertisements has doubled in the past ten years. (Brandchannel ,2006). There is now little dispute that the content of commercial television is primarily a vehicle to deliver audiences to advertise to advertisers and that glossy magazines serve that same purpose (p.75, Giles, 2003). Studies show that we are significantly more dissatisfied with our own appearance after being shown TV ads featuring exceptionally slim and beautiful people. (BBC, 2001). The effect that advertising has on the consumers of today is very big impact. Studies have also shown that women who read fashion magazines are more likely to have poor body image and suffer from eating disorders (Harrison and Cantor, 1997). By becoming a reference point against which comparisons are made, fashion adverts can greatly effect men and womens body esteem (Grogan, 1999). When a survey conducted by Glamour magazine (1984) found that 75% of women taught that they were fat. The advertisement is based on the marketing strategy of the company, when there is a marketing outcome its generally changing the behaviour of the consumers. The process are classified as cognitive that are know as consumers attitude (Tellis, 2004). According to Foxall (1998) consumers attitude is recognised as a crucial link between the consumers thinks about the products and advertisements and what they buy in the market place. Aker et al (1994) suggested that the attitude concept is an important factor to advertising Management. The attitude of the consumers in one of the important factor for a company to plan their marketing strategy, and to find out the consumers attitude can be done through advertisements. The distortions are characteristic of anorexia and bulimia are some times literally and concretely evident in fashion advertising (p.134, Gordon, 2000). First, studying the advertising efficiency on market outcome is mainly for accountability (Tellis, 2004). Few advertisements depict mundane levels of attractiveness and instead exclusively star the overwhelming handsome and beautiful (Patzer, 1985). It is such models that become icons and set the ideals to which people try to adhere (Ibanga, 2002). As the fashion industry is said to represent the true ideal of beauty models create the standard to which people are to meet (Winkler, 1994). The task of the advertisers is to favourably dispose viewers to his product, his means, by and large, to show a sparkling version of that product in the context of glamorous events. The implication is that if you buy the one, you are on the way to realizing the other- and you should want to (p.26, Goffman, 1979) Fashion has become a global business since the 1960s to dress to have success and the power of the brand has become more significant in the past few years. The fashion advertisings has become a very powerful and a multi-pound business, as the brands have become more of a social symbol in the society of today. the survey found that online advertising could extend the reach of an ad by about 10% and increase brand awareness by around 6% (BBC,2003) Fashion plays a very major part of peoples lives. As models become role models, consumers are increasingly growing up with feelings of complete inadequacy attractive people are repeatedly shown in adverts on a daily basis (Body Image, 1998). In fashion adverts directed at both men and women the consumers is seduced, dazzled and offered a visual feast with the central piece, the object of desire being the model (Winkler, 1994). When a study was conducted by Garner (1997) among men and women how fashion models influenced their feelings about th eir appearance, 27% of women said that the always or more often compared themselves to models in magazines and 28% said that they study the shape of the models. Modelling came to epitomise dominant characteristics of western femininity : the importance of appearance; fetishisation of the body; manipulation and moulding of the body; the discipline and labour associated with beauty and body maintenance; the equation of youth with femininity lifestyles (p.70 Craik, 1993). The Advertising Standards Authority said they received only a small handful of complaints on the issue. (BBC, 2009) In advertising magazines is one of the most important media to fashion to advertise their product, this results to a heavy use of magazine among the female consumers. The same applies to reading fashion magazines. Experiments show that magazine photographs of super-thin models produce depression, stress, guilt, shame, insecurity and body-dissatisfaction. (BBC, 2001). The volume of content is growing and it is trapping young people in particular, into unhealthy obsessions about their own bodies (BBC, 2008). The fashion industry works in this way by using adverts that imply that by purchasing the brand the consumer will be buying the social esteem and image of model (Anderson, 2000). Thousands and billions of dollars came to ride on the common determination that these women were the most beautiful and fashionable in the world. It was a conspiracy bent on harnessing them to purely commercials needs (p.149, Howell, 2000) President Douglas McGeorge has said he was particularly concerned about younger vulnerable readers of magazines who are being targeted very heavily (BBC, 2009). Men and women increasingly get their ideas of what they should look like from the imagery they see in the media (BBC, 2008). Highly attractive models act only to perpetuate such views, lowering satisfaction among viewers. (Grogan, 1999). WHERE WOMEN GET THEIR CLOTHING IDEAS: 1999 1998 +/- pts. Already Own and Like 52.7% 50.4% -2.3 Store Displays 47.6% 44.3% -3.3 People I See Regularly 36.1% 38.6% +2.5 Catalogs 35.4% 36.3% +0.9 Family Members 23.7% 20.1% -3.6 Commercials/Ads 28.8% 25.6% -3.2 Fashion Magazines 23.2% 31.9% +8.7 Celebrities 10.0% 14.9% +4.9 Salespeople in Stores 12.4% 13.7% +1.3 Looking at the table above shows a clear view of what people look up to in terms of fashion in the year 2000. The highest in the table is the fashion magazines and then come the celebrities. This gives a very clear view that most of the consumers around the world follow the advertisement to get their fashion sense and these days it has a big effect on the society and their personality. According to Hall-Duncan (1979) claims that the content of fashion advertisements, its just not about clothes but also about the image that brings out the attitude of the person. Therefore in a sense it is both the cause and effect (Patzer, 1985). Thompson et al claims that a significant number of women and girls are exposed to print media. Fashion and beauty magazine availability is immense in society today (Gordon). à ¢Ã¢â€š ¬Ã‚ ¦womens beauty and fashion magazines, which may be among the most influential media formats in perpetuating and reinforcing the socio-cultural preference for thinness and in creating a sense of dissatisfaction with ones own body ( p.49, Harrison and Cantor, 1997). In the society most of the people are influenced by the advertisements. This influence is not directly applicable to most endorsement advertising because there is very little interaction between the endorser and the consumer in the communication process (Kamins, 1989). Followers of socio-cultural theories have accused womens magazines of being propaganda for the desirability if the thin ideal (Wolf, 1990). The medias images and messages become what they see as a soothing voice in a storm of conflict, confrontation and confusion (p.60, Thomsen et al, 2001). By the first decade of the twentieth century, the fashion models of Paris had already established a standard of extreme thinness (Gordon, 2000). Vogue employee wrote that the figure of the time was straighter with less of a bust and hips, more waist and long lean legs (Steele, 1985). The classic and most widely utilized method is the paid-for media advertisement mostly found in fashion magazines and on television. (Brandchannel, 2006). In receiving messages from parents, peers, mass media and other outlets, young people undergo a process of socialization in which they learn how to be consumers in the marketplace. (Lear et al, 2009). The presence and presentation of celebrity role models in pre-adolescent magazines, as well as details regarding the kinds of activities the celebrity participates in, may powerfully affect how girls view their role in todays society (Fabrianesi et al , 2008). 4.4 Celebritys endorsements: Any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement (McCracken, 1989). Aaker et al (1997) says that An endorser is a source of the information in the advertisements, which plays an important role in persuasive communication. Celebritys endorsements gives out an image that you move a step closer to the idols that the consumers admire by just buying one piece of garment. Celebrity endorsement transfers the personality and status of the celebrity as successful, wealthy, and distinctive directly to the brand. (brandchannel, 2006). When a celebrity endorses your company, it tells the consumer that the company is reputable, has good products or good customer service and is a sound company to deal with; Remember, the celebritys own image and reputation are at stake. (celebrityendorsements, 2009). Celebrity endorsement of luxury fashion is hardly a new phenomenon, as it has been around for several ce nturies (brandchannel, 2006). As Britain thrives on a huge and seemingly endless wave of celebrity obsession, stars are leaving their day jobs to endorse big brands. (money.uk.msn, 2007). Fast fashion has become famous among the middle fashion markets like HM, Zara, New Look, River Island, Marks Spencers etc. these fashion retailers produce out the replica of a designers outfits which are endorsed by the celebrities which are sold at a reasonable price for the consumers to buy them and look like celebrities by copying their styles. Expected to be thinner than ever before we have witnessed female celebrities shrink to the depth of anorexia (Freeman, 2002). Tellis (1998) explains that An endorser is a person, character or organisation that speaks or appears in an ad in support of the advertiser or its claim. The process of endorsement is the identification, selection and use of endorsers to communicate with target audience (Tellis, 1998). When a celebrity endorse a product, the produ ct gets its fame among the consumers immediately where as when a product has a model it will take time to get famous among the consumers. Linking it with a sports, movie or TV celebrity through a celebrity endorsement deal, the name of a product or a company can instantly acquire enormous lashings of glitz; glamour; charm; mass sex-appeal and, in the process, generate tremendous sales and revenues. It suddenly comes alive in multi-dimensions. (Celeb-brands, 2008). Mary Quant wanted models that would suite the clothing more ideally; she appealed models that had angular faces and long, lean, thin legs. (Craik, 1993). It is believed both shapes relate back to the same control and redirecting of the flesh (Chernin, 1983). Cindy Crawford, designers and magazines chose to use extremely thin models to advertise clothing and beauty products (Grogan, 1999). In the late 1990s the look was born was termed heroin chic, the models looked as they were made to use heroin (Howell, 2000). From time to time theres is an emotional movement towards a certain type of women. She is a kind of resume of all our current street idols, most of them from the world of rock and other music, and she gradually becomes to be recognised as the look of the moment'(p.149, Howell, 2000). Several celebrities have ventured into the fashion and accessories businesses and more are on the way. (Brandchannel,2006). The change in fashion is constant. Once a celebrity wears a particular look or dresses differently it immediately becomes the new trend in fashion, and the consumers blindly follow these styles showed by the celebrity. Celebrities have a huge impact on the consumers of today in regards to fashion. This is where all the middle market fashion retailers make a fortune by making the same cop garment worn by a celebrity. There are magazines where they have a celebrity wearing high end fashion garment and they give the alternative for a very cheap rate which are affordable by the consumers. Endorsements can range from the astonishing to the ridiculous, from Tiger Woods $100 million deal with Nike to Anthea Turners Flake wedding (BBC, 2001). Using stars to promote a company or its message grabs the publics attention; it cuts through the advertising clutter because we a re fascinated with fame and famous people. Stars help give brands identity and sell more product. (BBC, 2001). Having a celebrity in your advertising is a great way to attract attention and create excitement for your products, and build awareness among your prospects and customers (celeb-brands, 2008). The celebrities that are most utilized in the promotion of luxury fashion brands are those in the film and music industries as a result of the major role that fashion plays in these entertainment sectors. (Brandchannel, 2006). The consensus of fashion marketers is that celebrities are more effective than models now in imprinting a brand in the customers mind. (Nytimes, 2005). Almost every business has a trading name but only a minority of those businesses however, have what could be classed as a brand, a brand name or celeb brand. (Celeb-brands, 2008) As Kylie Minogue launches her new range of soft furnishings we asked if its possible to kit your entire home in celebrity-endorsed products. (BBC, 2008). A slightly smaller stampede is expected this week when Lily Allen launches her clothing range at New Look. (money.uk.msn, 2007). Nicole Kidman holds her own against female celebrities, with consumers around the world voting her one of the best female celebrities for product endorsements (au.acnielsen, 2006) These days the fashion business are fascinated by Kate Moss and her collection Not content with covering the launch of her new range for Topshop, endless column inches and broadcast minutes anticipated the collection and breathlessly speculated throughout the countdown to K-Day. ( money.uk.msn,2007). The Moss effect is also set to carry the brand across the pond as part of a launch of Topshop boutiques in Barneys department stores throughout the US. (money.uk.msn, 2007). Once it became apparent that celebrities could sell clothes, asking them to put their name to ranges cast in their own style wasnt a great leap. And its celebrity style thats for sale, not celebrities clothes, says Vogues Alexandra Shulman. (money.uk.msn, 2007). Studies have proved that celebrities endorsing a company or brand can greatly increase consumers awareness of an advertisement, capture their attention and make the advert more memorable (celebrityendorsements, 2009) 4.5 Advantage and disadvantage of celebritys endorsements: First of all we see that some researches shown that more than 20 percent of all TV advertisements include celebrities and advertisers pay a lot of money for their services (Belch Belch, 2001). Advertisers are ready to pay a lot of money to celebrities who are liked and respected by the consumers (Shimp, 2003). . The level of maturity in the retail brand concept has directed retailers in recent years towards the use of specific brand image building strategies such as celebrity endorsement (Burt, 2000). Celebrities are effective endorsers because of their symbolic aspirational reference group associations (Soloman and Assael, 1987) Firms believe that celebrities can gain consumers attention to the endorsed products/brands and transfer images values to these products/brands by virtue of their celebrity profile and attractive attributes. (Meenaghan and OMahony, 1997). There are many academic researchers that have studies the use of celebrity endorsements. According the Meenaghan andOMah ony , consumers have a positive attitude towards celebrity endorsements. Celebrities can and do attract attention, publicity and profile, good and bad (Marketingfocus, 2004). Research has indicated that customers are more likely to choose goods and services endorsed by celebrities than those without such endorsements (Agrawal Kamakura). People tend to commensurate the personalities of the celebrity with the brand thereby increasing the recall value. (Chillibreeze, 2009). Celebrities are loved and adored by their fans and advertisers use stars to capitalise on these feelings to sway the fans towards their brand. (Chillibreeze, 2009). Firstly, many celebrities can be overused by endorsing several products and brands that may result in insincere perception of audience and reduce the effectiveness of advertising (Keller, 2004). Secondly, celebrities may get into trouble or lose popularity and diminish their marketing value to the brand (Keller, 2004). There are many examples that has been publishes such as O.J Simpsons accusation on murder charges , celebrity endorsers may some times become liabilities to the brand they endorse (Shimp and till, 1998). American actor George C. Scott, an Oscar winner for his patriot movie, seems not a good choice to endorse the French Renault car (Keller, 2004). Some stars have a universal appeal and therefore prove to be a good bet to generate interest among the masses (Chillibreeze, 2009). Special attention should also be paid to employ celebrities who have a direct connection with their endorsed product and who are perceived to be experts by the target audiences (Till and Busler, 1998). If there is no congruency, then the audience remember the celebrity and not the product (Byrne et al, 2003). This has been termed the vampire effect, where the celebrity has sucked the life-blood of the product dry (Evans, 1988). This terminology pertains to the issue of a celebrity overshadowing the brand. (Chillibreeze, 2009). In an editorial, The Lancet suggested celebrity endorsement of junk food is contributing to high rates of obesity, particularly among children. (BBC, 2003). Director, Retail, ACNielsen Australia. There was also a strong association with product categories the celebrity had previously been associated with, such as perfume for Kidman or designer watches for Woods à ¢Ã¢â€š ¬Ã¢â‚¬Å" an indication of money well-spent for marketers. (au.acnielsen, 2006). The racy Carls Jr. Commercial featuring Paris Hilton, The Parents Television Council protested the ad, calling it soft porn. (Advertisingabout, 2005). Moss was going to be used in HM ads to promote Stella McCartneys new fashion line. (Advertisingabout, 2005), but later dropped because the company found that Kate Moss has a drug problem. HM Company argued that most of their clients are young people, and any association with drugs can damage the chains image (Issuesinimc, 2009). The above advertisements portray a bad example to the public, especially the younger generation. Celebrities can affect the brand image for the company. The importance given to the celebrity endorsement, celebrity comes in first when compared to the brand image. The behaviour of the celebrities reflects on the brand, celebrity endorsers may at times become liabilities to the brands they endorse. (Chillibreeze, 2009). There are a lot of consumers who identify the brand through celebrity endorsement. British political history is littered with celebrity endorsements that have backfired. (BBC, 2004). Once a linkage has been established between celebrity and brand, negative information about either entity may result in a damaged consumer evaluation of both entities (White et al, 2009). If the brand is strongly associated with the celebrity then the occurrence of the negative information about the celebrity will also activate in memory, to some degree, the endorsed brand (Till, 1998). Companies must consider about the solutions of using celebrity e ndorsement and must be careful about the overshadowing or overexposing which can effects the consumers reception (Belch Belch, 2001). The other problem about celebrity endorsement is overexposure (Issuesinimc, 2009). This problem occurs when a celebrity endorses too many companies and products (Belch Belch, 2001). Multi brand endorsements by the same celebrity would lead to overexposure. (Chillibreeze, 2009). 5.1 Methodology: The secondary research method helps to identify the primary research methods. To fulfil the objectives keeping in mind the secondary research a few primary research methods were developed. The results from both the primary and secondary research were compared and then reached to a conclusion. Apart from the primary research methods even secondary research methods will be done in this paper. The secondary research which includes Journals, fashion magazines, articles and books. 5.2 Focus group: Focus groups have a long history, with their use in the social sciences going back to the 1920s (Morgan, 1997). Focus groups are an effective strategy in consumer research if conducted properly (Threlfall.D.K, 1999). The debate between the qualitative and quantitative methods is always in some disagreement. The focus group is the best way to understand the human behaviour. Quantitative methods is used to collect a lager amount of numerical information, but fail to explain the reasons. Buston et al (1998) says the advantages of qualitative research, citing that interviews are able to gauge issues of particular importance to interviewees enabling significant amounts of information to be extracted. Focus group of 4, 2 male and 2 female. The members are of different age groups and different ethnicity; this type of group was chose because each ethnicity will have different view towards fashion, advertising and body image will in return there will be a good debate, which will help in rich first hand information that can be collected from this focus group. The finding through the focus group is to find out does these members of the focus group have an impact because of celebrity and ideal body image. And to see what extent they would go to look like their ideals. Some magazines will also be used to show the focus group and will be asked to pick out what they think is an ideal body for themselves and will be made to explain why they think its and ideal body image for them. This in return will help to get information about the celebrity endorsement. More ever the focus group will help to investigate the behaviour of each participant in the focus group. The members of the group will be told the aim of conducting the focus group and few grounds rules will be given as the participants should not often the other participants. Thus help in getting the aim required, also helps in gathering a large amount of rich information on the topic from different views and opinion. The focus group also provides a immediate feedback to the researcher. The participants will be more comfortable and relaxed environment which will help them to express themselves more freely The discussion among the focus group will be taken down in notes, but still the names of the participants will not be given out during the discussion or in the note for ethical reasons. Notes will be a better way because the interviewer will ask the question or show a picture, and keep silent and listen to the out comes from each of the participants, as this will develop a debt among the participants, this will give a good result for the primary research. The questions for the focus group will be developed prior to the interview with the focus group. The session will not run more than one an half hour in time Thus the focus group helps to get a depth and get validity to the research and specific information can be gathered. Limitations: There was a time limitation which restricted the focus group and had had to break the conversation after 1.5 hours. One on one interviews would have provide information more at a personal level. The participants may not have answered truthfully because of people around them. On one on one interviews more sensitive matters could have been asked about the body images, since it was a focus group certain questions were not asked to the participants. 5.3 Questionnaire: Questionnaire is commonly used by people to gather information about the use of the users to the particular subject area. Through this methodology objectives can be achieved like the impact of celebrity endorsements and body image. If they generally compare them selfs mostly to the celebrity on the advertisements. This helps to have a greater perspective from many people which will very useful for the primary research. The questionnaires are going to be prepared by using secondary research which will help in making straight forward questions. Questionnaire helps to analysis the data collect the required information efficiently. This type of methodology gives privacy and anonymity to the person. Moreover there are no visual or verbal aspects that would influence the mind of the person filling in the questionnaire. How they are affected by the celebritys endorsements and about their view on their body image, if they would consider any cosmetic surgery The questionnaire has a multiple c hoice answers such as yes, no and maybe. A 100 questionnaire were sent to fashion forums, and to a few fashion designers in India and fashion students from National Institute of Fashion Technology (NIFT) India. And few to a consumers. The questionnaire which were sent out was clearly indicated the purpose of the questionnaire and it will not be used for any other purpose other than the academic purpose by the researcher. The participants were also informed that the questionnaire is anonymous and its voluntary. These questionnaires were sent through a internet. In a total of subjects There wereà ¢Ã¢â€š ¬Ã‚ ¦ females andà ¢Ã¢â€š ¬Ã‚ ¦ males from different age groups ranging from à ¢Ã¢â€š ¬Ã‚ ¦ to à ¢Ã¢â€š ¬Ã‚ ¦ the participants were also from various background and ethnicity. Limitations: There were only à ¢Ã¢â€š ¬Ã‚ ¦ out 100 questionnaires. This was one of the major limitations. If all the 100 questions were completed there would have been and equal view of each part of the fashion industry because the questionnaire were divided equally and sent to the participants. Out the à ¢Ã¢â€š ¬Ã‚ ¦ there were onlyà ¢Ã¢â€š ¬Ã‚ ¦ males and .. females. This may have resulted in an uneven comparison among the sexes. 5.4 Data collection: This type of methodology will help to achieve all the objectives where the data is collection from a secondary source and as well as the primary source. This will help to compare both the sources and to draw the conclusion for the aim that has to be achieved. Having struggled to gain acceptance as a reliable and useful method of data collection, qualitative research is now establishing itself within mainstream science research (Banister, 1994) When the required data from the secondary is collected the relative question for the questionnaire will be formed using the information available. Collection of celebrity endorsement, body image, and the effect of advertising on fashion.when a survey was conducted which Are the magazines were read the most among the mixed sex, the most read by these people are: Women magazines: Vogue,cosmopolitan, Mens magazine: These magazines were then collected over the period of 3 months. There were a few adverts which were taken from each magazine. In the bases of body image, celebrity endorsement, advertising. Appendix: The participants were asked to relate themselves to a model in the selected advertisements. The full images of the advertisements were used to identify their ideal bogy image and the close shots of the model were to identify their ideal facial features. To get the result a scale was created to see the correct rating of each participant. Secord and Jourard (1953). Used likert scales and it decides that this would be the most appropriate method of assessment. The scales were rated as such 1 being the least attractive and 9 being the most attractive. Appendix: This method was adopted so that participants can answer more accurately and at the own space. The participants were of 2 male and 2 female. The researcher and the participants meet for a meeting where the participants were showed the images and asked to mark the adverts. . A view of alternatives of what celebrity wears which is cheaper for the consumers. The pictures and the celebrity endorsement and relevant picture is added to the paper. The magazines analysis has a border view of what the advertisers are trying to tell their reads and consumers. Limitations: The chosen magazines may not be read widely by the other consumers around the world. The survey was conducted to a small group of student who are not from the field of fashion. There were ethnic and cultural difference in the type of magazines, some of the student may not even read such magazines, but this was not taken under consideration during the research. The data proceed may be unreliable. But this was the only option because there were scales in existence. Results : Magazines analysis Questionnaire analysis Focus group analysis After begin shown the adverts and made the participants chose which is the ideal body to them. The participants were asked to write down any comments they have which attracted them to the adverts: The difference between the sexes were phenomenal . Read and bough magazines Impact of fashion adverts I has been suggested that advertising effects consumers because they compare themselves with the idealised images portrayed in adverts (Richins, 1991) Satisfaction with their own body Limitations: Due to a very few men completed the questionnaire the research the data collected is very minimal to compare the datas The potential limitations are the structure and the recording of the discussion. 5.5 Limitations: Since we were translating a known theory, the transference of affect, to a specific research question, we developed our experiment with the goal of maximizing external validity. By demonstrating a cause and effect relationship between the independent and dependent variables we desired to be able to make statements about the process at large. However, a number of limitations restricted our ability to maximize external validity. One limitation involved the selection of a celebrity for our study. We had originally wanted to choose a real celebrity whose image had always been viewed by the public as neutral or positive so that in the absence of the negative stories, participants would generally have a neutral or positive feeling toward the celebrity. We then planned to create a false negative event involving the celebrity to test how this sudden negative information changed participants perceptions of the celebrity and product image. However, due to implications with the IRB, we were limited to choosing a celebrity who had actually been involved in a negative event in the past. Under this stipulation, we chose Jamal Lewis as our celebrity since his involvement with an illegal drug dealing arrest had occurred several years ago, giving participants a chance to forget about this incident. Additional limitations center on the sample population and the involvement level of the product utilized in the study. As noted earlier, only college students were surveyed, which may not accurately represent the entire population. In addition, since data was collected in a classroom setting, the researchers were required to shorten the experiment timeframe to less than fifteen minutes. Thus, product involvement level with athletic shoes was not measured. Respondents involvement level with athletic shoes certainly could have impacted the dependent variable. However, such an effect would be expected to influence the dependent variable in a similar fashion across all three conditions. The primary limitations of the present research relate to generalizability, both regarding the participant population and the stimulus materials. In particular, future research should attempt to explain the apparent cultural differences between the United States and Norway. The preceding discussion of cultural issues suggests skepticism toward advertising as a possible mediating variable for these cultural differences, but this should be investigated empirically. Perhaps the most serious potential problem with the present research involves the use of research participants who were primarily students. There is substantial evidence that student samples can limit external validity and thereby limit generalizability of results (Lynch, 1982; McGrath and Brinberg, 1983), although validity issues are more problematic when examining mean differences in variables (e.g. attitudes toward rap music are likely to be much different among 19-year-old students than among the general adult population ) than when examining relationships between variables (Burnett and Dunne, 1986; Ferber, 1977; Sears, 1986). With this in mind, the mean differences in correspondent inferences (anti-correspondence bias) in the present research should be regarded with particular caution. Although no research has yet examined correspondent inferences about endorsements in non-student samples, this concern is somewhat moderated by the fact that research examining correspondent inferences across the adult lifespan in non-advertising contexts (Miller, 1984) has obtained similar results to those typically observed in research using student samples (Gilbert and Malone, 1995). Another relevant consideration is that Norwegian university students are older than those in many other countries (the mean age of participants in the present studies was over 24 years) and are often re-entering the education system after having spent some time as normal consumers. Nevertheless, it would certainly be desirable to repl icate the present findings using a more representative adult sample. Another potential generalizability issue stems from the stimuli used in the present experiments. First, the models predicting attitudes toward the product differed somewhat between the two experiments. In particular, it appeared that correspondent inferences and rational information processing played a stronger role in predicting attitudes toward the product in Experiment 1 than in Experiment 2. This is perhaps not surprising, given the relative expense of the two products (i.e. consumers might think more carefully about more expensive purchases), but it does call attention to the fact that there is unlikely to be a single model that predicts consumer attitudes toward endorsed products in all situations. However, despite the fact that the present experiments used different product categories and different endorsers, the predictor variables in the two models were quite similar overall. This suggests that, although models predicting endorsement effectiveness might vary with advertising context, there is also likely to be substantial commonality across contexts, and the importance of correspondent inferences about the endorser might well be one of these commonalities. A second generalizability issue relates to a variable that showed relatively little predictive power in the present experiments à ¢Ã¢â€š ¬Ã¢â‚¬Å" the endorsers perceived knowledge about the product. Although this appears to contradict previous research on source credibility models in which perceived expertise plays a prominent role in endorser effectiveness (e.g. Ohanian, 1991), we are inclined to believe that this non-result is a consequence of the advertisements used in the present research. Neither of the present experiments used an expert endorsement where part of the endorsers role is to help the consumer understand the product class and why the endorsed product is superior to competitor products. It is quite possible that the effectiveness of expert endorsements depends on a substantially different set of variables than celebrity (non-expert) endorsements, and as such the modeling of expert endorsement effectiveness is an issue that should be addressed in future research. Results Evaluation questionnaire The evaluation questionnaire included measures of correspondent inferences, attitude toward the advertisement, attitude toward the product, and attitude toward the celebrity endorser. Correspondent inferences were measured with three items asking participants to indicate their level of belief that Cindy Crawford: likes the Omega brand; frequently uses the Omega brand; and views the Omega brand as a good product. Each of these items was answered on a seven-point scale ranging from 1=Not at all likely to 7=Extremely likely. The correspondent inference items showed satisfactory internal reliability (ÃŽÂ ±=0.83). All attitude items used semantic differential scales with a value of one associated with the more negative word and a value of seven associated with the more positive word. Attitude toward the advertisement was measured using the items pleasant/unpleasant, likeable/not likeable, interesting/uninteresting, and good/bad; attitude toward the product was measured using the items desirable/not desirable, pleasant/unpleasant, likeable/not likeable, and good/bad; attitude toward the endorser was measured using the items interesting/uninteresting, pleasant/unpleasant, likeable/not likeable, and good/bad. Each of the three attitude measures showed satisfactory internal reliability (attitude toward advertisement: ÃŽÂ ±=0.85; attitude toward product: ÃŽÂ ±=0.82; attitude toward endorser: ÃŽÂ ±=0.87). Participants were also asked to rate how much they admired Cindy Crawford as well as Cindy Crawfords physical attractiveness, sense of style (attractiveness relevant to the product domain), similarity to the participant, and knowledge of the product domain. All of these ratings were made on seven-point scales where 1 indicated low values (e.g. not at all attractive) and 7 indicated high values (e.g. very attractive).

Apartheid Era Pass Laws of South Africa

South African pass laws were a major component of apartheid that focused on separating South African Indian, Colored, and black African citizens according to their race. This was done to promote the supposed superiority of whites and to establish the minority white regime. Legislative laws were passed to accomplish this, including the Land Act of 1913, the Mixed Marriages Act of 1949, and the Immorality Amendment Act of 1950—all of which were created to separate the races. Designed to Control Movement Under apartheid, pass laws were designed to control the movement of black Africans, and they are considered one of the most grievous methods that the South African government used to support apartheid. The resulting legislation (specifically Abolition of Passes and Co-ordination of Documents Act No. 67 of 1952) introduced in South Africa required black Africans to carry identity documents in the form of a reference book when outside a set of reserves (later known as homelands or bantustans.) Pass laws evolved from regulations that the Dutch and British enacted during the 18th-century and 19th-century slave economy of the Cape Colony. In the 19th century, new pass laws were enacted to ensure a steady supply of cheap African labor for the diamond and gold mines. In 1952, the government passed an even more stringent law that required all African men age 16 and over to carry a reference book (replacing the previous passbook) which held their personal and employment information. (Attempts to force women to carry passbooks in 1910, and again during the 1950s, caused strong protests.) Passbook Contents The passbook was similar to a passport in that it contained details about the individual, including a photograph, fingerprint, address, the name of his employer, how long the person had been employed, and other identifying information. Employers often entered an evaluation of the pass holders behavior. As defined by law, an employer could only be a white person. The pass also documented when permission was requested to be in a certain region and for what purpose, and whether that request was denied or granted. Urban areas were considered white, so a nonwhite person needed a passbook to be inside a city. Under the law, any governmental employee could remove these entries, essentially removing permission to stay in the area. If a passbook didnt have a valid entry, officials could arrest its owner and put him in prison. Colloquially, passes were known as the dompas, which literally meant the dumb pass. These passes became the most hated and despicable symbols of apartheid. Violating Pass Laws Africans often violated the pass laws to find work and support their families and thus lived under constant threat of fines, harassment, and arrests. Protests against the suffocating laws drove the anti-apartheid struggle—including the Defiance Campaign in the early 50s and the huge womens protest in Pretoria in 1956. In 1960, Africans burned their passes at the police station in Sharpeville and 69 protesters were killed. During the 70s and 80s, many Africans who violated pass laws lost their citizenship and were deported to impoverished rural homelands. By the time the pass laws were repealed in 1986, 17 million people had been arrested.

Different Versions of the Birth of Dionysus

In Greek mythology, there are often different and conflicting versions of mythological events. The story of the birth of Dionysus is no different, and Dionysus complicates matters by having different names. Here are two versions of the birth of Dionysus and one of the related birth of Zagreus: From a union between Persephone and Zeus in serpent form sprang the horned god Zagreus. Jealous Hera persuaded the Titans to attack the infant god as he looked into a mirror. Not only did they tear him to pieces, but the Titans ate him --all but his heart which Athena rescued. From this organ, the rest of the god was resurrected. Semele is impregnated by drinking a preparation made from the heart of Dionysus who had been torn to pieces by the Titans. [Pseudo-Hyginus, Fabulae 167]Most familiar is the story of Semeles impregnation by Zeus but failure to live long enough to give birth to the child. To save the fetus, Zeus sewed him inside himself and gave birth through his leg when the time came.(ll. 940-942) And Semele, daughter of Cadmus was joined with him in love and bare him a splendid son, joyous Dionysus, -- a mortal woman an immortal son. And now they both are gods. Hesiod, Theogony (trans. Evelyn-White) Homeric Hymn1 to Dionysus ((LACUNA))(ll. 1-9) For some say, at Dracanum; and some, on windy Icarus; and some, in Naxos, O Heaven-born, Insewn; and others by the deep-eddying river Alpheus that pregnant Semele bare you to Zeus the thunder-lover. And others yet, lord, say you were born in Thebes; but all these lie. The Father of men and gods gave you birth remote from men and secretly from white-armed Hera. There is a certain Nysa, a mountain most high and richly grown with woods, far off in Phoenice, near the streams of Aegyptus.((LACUNA))(ll. 10-12) ...and men will lay up for her many offerings in her shrines. And as these things are three, so shall mortals ever sacrifice perfect hecatombs to you at your feasts each three years.(ll. 13-16) The Son of Cronos spoke and nodded with his dark brows. And the divine locks of the king flowed forward from his immortal head, and he made great Olympus reel. So spake wise Zeus and ordained it with a nod.(ll. 17-21) Be favourable, O Insewn, Inspirer of frenzied women! we singers sing of you as we begin and as we end a strain, and none forgetting you may call holy song to mind. And so, farewell, Dionysus, Insewn, with your mother Semele whom men call Thyone.Source: The Homeric Hymns I. To Dionysus [3.4.3] But Zeus loved Semele and bedded with her unknown to Hera. Now Zeus had agreed to do for her whatever she asked, and deceived by Hera she asked that he would come to her as he came when he was wooing Hera. Unable to refuse, Zeus came to her bridal chamber in a chariot, with lightning and thunderings, and launched a thunderbolt. But Semele expired of fright, and Zeus, snatching the sixth-month abortive child from the fire, sewed it in his thigh. On the death of Semele, the other daughters of Cadmus spread a report that Semele had bedded with a mortal man, and had falsely accused Zeus and that therefore she had been blasted by thunder. But at the proper time, Zeus undid the stitches and gave birth to Dionysus, and entrusted him to Hermes. And he conveyed him to Ino and Athamas, and persuaded them to rear him as a girl.- Apollodorus 3.4.3

Global Climate Change, Sustainable Development - 1572 Words

The Global Environmental Movement is one of the many (NGO’s) addressing international issues, mostly in developing countries, gathering and analyze technical information. Environmental issues have become a significant problem over the years, which raised concerns at the global and international levels, which provoke movements for environmental protection at the international level. From the early 1960s forward, concern about the global scopes of environmental harm and the movement for international environmental protection grew significantly. The first issues such as oil spills, nuclear testing, and overfishing was the areas targeted for ratification by the United Nations, concerning the environmental protection of Antarctica. Increasing concerns over loss species and poorer nations in the lack of resources lead to these three major issues, biodiversity, global climate change, and sustainable development in which the paper will discuss. Keywords: biodiversity, global climate c hange, sustainable development International Environmental Movements Introduction The environment has no replacement, and therefore, it is the role of the earth’s inhabitant to ensure it is handled correctly. International Environment Movements have stepped in to aid in the fight of saving the environment for the future generation. The key concerns identified by InternationalShow MoreRelatedGlobal Climate Change, Sustainable Development1527 Words   |  7 PagesThe Global Environmental Movement is one of the many (NGO’s) addressing international issues, mostly in developing countries, gathering and analyze technical information. Environmental issues have become a significant problem over the years, which raised concerns at the global and international levels, which provoke movements for environmental protection at the international level. 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Poem Analysis Hello Poetry Haters - 1386 Words

Hello Poetry Haters, If you are reading this anthology, then there must be a part of you that is curious as to what is considered poetry and the reason that it has existed in our human culture for so long. From the beginning of our development as an intellectual species, there has always been ways of storytelling. It is something that is a common thread in all cultures and goes back to the days of early man. Pictures were the first way of telling a story and have been discovered in cave paintings dating back over 30,000 years ago(Wendt). As our development as a species evolved, so too did our means of communication. Language grew and became more complex, eventually becoming an integral part of our culture. The development of an advanced†¦show more content†¦I am a visual learner and in order to fully understand a concept I typically need to see it. After being exposed to subject in greater length, the poetry that I found most compelling were the pieces that conveyed stories, emotions, or ideas i n a way that painted a crystal clear image in my mind. Once it accomplished this I felt that I could fill in any details that were left uncharacterized, typically by using my own personal beliefs, experiences, or understanding of the world. In this, I think is the reason that poetry can appeal to so many different individuals and be different for each person experiencing the piece. Every person has a slightly different view of the world and it is in the areas that aren’t outright defined in poetry that allows the opportunity for people to add their own insight into the work and make it special for themselves. What are the qualities of a good story? How does the story teller communicate with the audience and draw them in? Compare these qualities to those found in the poems of the anthology. Poetry separates itself from other styles of narrative through its ability to use that which is left unsaid. Metaphor, and simile both are major components of poetic pieces and are effective because the connection is implied. This implication helps to strengthen the connection and allows for creative ways to articulate common themes. Being able to create these new connections, allows

Edward Scissorhands free essay sample

As this is seen in Edward, the creation of a skilled inventor, intertextuality is evident. There is a resemblance to Mary Shelley’s Frankenstein as human beings cannot recreate life to substitute the factor of God and expect it to thrive. Since Edward is an unfinished creation, he is considered an outlier in the normal society. Burton shows this archetype of inconformity through the juxtaposition of good versus evil, technical tactics of mise-en-scene, and the violations of the dark romanticism conventions to introduce the moral of appearance versus reality. Edward is a very humble and polite human being yet he is detached from the real world. As a result of being concealed in his gothic mansion for so long, he yearns for acceptance in the quaint suburban town. As Peg, an Avon sales woman is going door to door trying to sell her cosmetics, she is shut down by everyone in the neighborhood. When Avon-lady, Peg, comes to knock on the door of the castle, the viewer first finds some beautiful, yet unusual, bush trimmings. One trimmed bush the camera focuses on for a moment is a giant life-like hand that is in the very middle of the garden. But as Peg continues to let her self into the castle, the viewer sees an old grand stairwell that is covered in dust. The windows are so dirty with dust and grime, they let in no light making the once, seemingly beautiful entrance, dark and eerie. The roof of the castle has a giant hole in it, there is a fireplace with some hay around it and several magazine clippings taped to the wall above it. The people of suburbia have stayed away from this castle for years and Peg now understands why. Edward’s gothic castle is completely backwards from the rest of suburbia. Suburbia is a lively, colorful town where the same thing happens every day. This town is painted with bright colors. Each house is shaped exactly the same with the only differences between each one is the garish color of the exterior walls which vary from green to pink to blue. In the mornings, the men who go to work are all shown leaving at the exact same time, and all pulling out of their driveways in a uniformed fashion. This quaint, little town is practically the American dream to most who see it from the outside. Inside each home everything is nice and neat, everything is cleaned, and all the children seem to be perfect little angels. Suburbia and Edward’s castle are from two totally different worlds, which provides a sort of comic relief for the viewers. When Edward is brought into town for the first time, it doesn’t take long for everyone to know. The people of suburbia live in such a perfect world, they almost desire a bit of a change in scenery. There are several kinds of people living in this neighborhood and each character has their own personality. Peg, a married woman with two children who also works for Avon, is a little woman with a big heart. When Peg first meets Edward, she tries to help him by bringing him to live with her family and uses her new Avon products to lessen the severity of the scars on his face. She dresses conservatively by wearing classic pencil skirts with matching coats, hats and pumps. Her friend Joyce, who lives just down the street, is somewhat of a cougar. She is always wearing high heels with a bright colored shirt or dress with a belt to define her skinny waist and bigger bum. She is equipped with long 3-inch plastic nails that are delicately painted that add more to her cougar-like character. Joyce is a very nosey neighbor with false intentions. She tries to lure Edward into having sex with her mostly because he is something new to look at. Joyce also was one of the first in the neighborhood to try to get Edward involved but when things go bad, she states â€Å"all along I felt in my gut there was something wrong with him. † Edward’s character looks to be very dry and bland. He wears an outfit of all black and skin as pale as snow. Though his costume is bland, his personality is not. Edward only knows what others tell him, kind of like the mind of a child. Since he believes whatever anyone tells him, his character is very sweet and innocent. Edward’s hands are made of long sharp knives that he ends up using for others benefits. He trims the hedges, cuts hair, and cuts the dogs’ hair, all because someone told him to. Edward dreams of being a ‘normal’ human with real hands like what his creator had planned for him to have before he unexpectedly died. In his castle, he used the fireplace as his bed. Above the fireplace, the pictures taped to the wall were pictures of modern homes and happy families, things he truly desires. Edward also desires love. He falls in love for the first time when he gets to know Kim, the daughter of Peg. The elements of mise en scene in this film are highly directed at teenagers. This film, made in the 1990s, shows the typical rebellion of the children in a perfect neighborhood. Edward Scissorhands captures the feelings teenagers feel when peer-pressure is put upon them and the feeling of falling in love for the first time. Kim’s boyfriend, Jim, owns a van that the teenagers use to do things teenagers ought not do. Teenagers feel the peer pressure to smoke, drink and lie to their parents nowadays just like they did in the 1990s. Edward meets Kim and eventually begins to feel those butterflies in his stomach when she’s around and Kim tries to deny any feelings towards Edward. He does his best to impress her and even goes to the extent of breaking into Jim’s parent’s house because Jim told Edward it would make Kim happy. Once, Edward tries to touch Kim but accidentally cuts her. At that moment, he realizes he will never fit in to this ‘cookie-cutter’ world of suburbia. Edward is eventually run back into his castle by the police and townspeople and is never seen again. Though Edward was never fully human, he had the opportunity to live in a human world just to find he did not fit in. Each character in this film has their own opinion of Edward but poor Edward doesn’t know enough to have is own opinion about everyone else. The film also shows how today’s teenagers have not changed much since the 1990s. Teenagers still deal with peer-pressure and falling in love for the first time. Edward Scissorhands shows how even though not everyone can live the American dream, we must learn to love what world we do live in just like the people of suburbia and Edward in his castle.

Services Provided to Individuals by Medical Tourism

Question: Discuss about theServices Provided to Individuals by Medical Tourism. Answer: Introduction Background Information Medical tourism refers to seeking treatment overseas. They may come in combination with recreational experiences in hotels and resorts. Treatments consist of in-vitro fertilization, tissue and organ transplantation, chronic illness, cosmetic procedures, dental, bariatric and orthopedic surgery (Lunt et al., 2011). Healthcare has thus, become a commodity that can be obtained by the consumers locally as well as in foreign nations. The value of the industry on a global scale is valued to be US$ 20 billion (Runnels Carrera, 2012). Medical tourism in Australia is a dimension of health care that is constantly growing, with inward-bound as well as out-ward bound consumers. Active promotion of medical tourism is taking place in the country now-a-days (Greenfield Pawsey, 2014). In light of these facts, this study will focus on the services that are being provided to individuals by medical tourism. Research Aim Statement This research aims to through light on the services provided by medical tourism to individuals. Hence, the emphasis of the study will be on determining the features providing motivation to people for taking up medical tourism, aspect of information search along with the factors impacting it for medical tourists and evaluation process for alternative tourism destination. Research Objectives To find out the features which provide motivation to the people for engaging in medical tourism. To find out the aspect of information search of the prospective medical tourists along with the factors that impact it. To specify the process of evaluation in the destination of alternative tourism on the medical tourism part. Significance of the Research The issue of research that is being proposed has to be investigated for finding out the services that are being provided to individuals by medical tourism in Australia and what are the factors that motivate individuals to take up medical tourism, the ways in which they search for information and evaluate the alternatives available for medical tourism. This information will help to improve medical tourism services in Australia. Delimitations The delimitation for this study will be the representatives of the organizations in New South Wales province of Australia which are either affected by interested in medical tourism services. Literature Review Introduction The section of literature review will be taking into account the reasons for increase in medical tourism worldwide, reasons for it and demand, supply and opportunities available in this sector in Australia and its implications. Main Body Market Size In the previous two decades, various forces have led to increase in medical travel which include rise in healthcare costs in industrialised nations, variations in accessibility and quality of health services, advancements in IT which have eased the access to knowledge and information, low costs of transport, reduction in language barriers and liberalisation of trade (Helble, 2011). An increasing number of nations are also investigating the potential economic benefits as well as the costs of public health of medical tourism (Smith et al., 2009). Reasons for Medical Tourism The primary reasons for people travelling outside their nation are mostly the medical treatment of superior quality along with care and better technology that the other country offers. The respondents belonging to the USA also indicated that cost is a vital driver for surgeries while the Canadians indicated that long queues for necessary care as the main reason (Deloitte , 2011). Global Competitors Nations from across the world are turning into destinations for medical tourism. Certain nations like Germany have captured the market by building a reputation of providing offerings of high quality while others like Thailand by providing luxurious accommodation along with medical treatment at low prices. The major region that receives medical tourists is Asia (Ehrbeck et al., 2008). Demand for Medical Tourism in Australia The main drivers for Australia as a destination of medical tourism include the relative cost that health services in Australia have, availability of services of high quality, surgeries or drugs unavailable in other nations, Australias reputation as a safe medical tourism destination, income levels and rate of exchange, rules and regulations pertaining to migration or visas for medical treatment, proximity of Australia to rapidly growing Asian nations. The demand for Australia as a destination of medical tourism is also dependent on the relative services that other nations offer along with consumer preferences both of which create competition (Helble, 2011). Supply of Medical Tourism The overseas medical travellers may directly enquire with the providers and then organise all the steps of the supply chain themselves. A medical tourism facilitator might also organise or provide assistance in organising at all the steps of the supply chain (Deolitte, 2011). Gaps, Barriers and Opportunities Australias medical tourism sector is very small in comparison to the countrys entire tourism sector and the average numbers of medical travelers significantly vary across providers as well as facilitators of medical tourism (Deolitte, 2011). Implications The potential benefits comprise bringing in foreign currencies and investments into Australia, reduction in external brain drain of the professionals of medicine, reinvestments in the healthcare system locally and benefits for the industry of tourism (Constantinides, 2009). The potential risks include brain drain internally to the private sector from the public sector and rising healthcare costs (Sengupta, 2011). Conclusion Most of the observations in the literature that currently exists indicate the implications, demand, supply and opportunities of medical tourism. However, shortage of literature is there on the services, the motivating factors for individuals to take up medical tourism, information that they look for related to medical tourism and criteria of evaluation of alternative destination by them. This study will be making an attempt of addressing this gap which exists in literature. Research Paradigm and Role of Theory Research Paradigm A perspective having a set of assumptions, values, concepts as well as practices that are shared is known as a research paradigm (Johnson Christensen, 2010). The views that the researcher has with respect to knowledge development facilitate to carry out the study in a manner which is effective. Positivism, interpretevism along with realism philosophies of research comprises the research paradigm. The most appropriate paradigm for the current study is the interpretivist paradigm. Such a type of research paradigm also places emphasis on the contents of the data and the way they are produced by making use of the practices of language (Collins, 2010). The reason for this is that it is very descriptive and applies a thinking of critical nature. The emphasis of interpretivism is to explore the research topic and with an increase in the number of explorations in relation to the topic, the findings will also increase. This will result in more interpretations of the differing types of activities as well as occurrences which are related to the topic being studied (Cryer, 2006). Theoretical Underpinning A research that is conducted can either be an inductive one or it can be deductive. When the research that is conducted is inductive in nature, it brings out the theory from the outcome that is derived from the research study. However, if case the research happens to be deductive in nature, it becomes a top-down approach in which hypothesis is derived from the theory (Saunders et al., 2007). In this research, the researcher will be making observations on the basis of the hypotheses after which the confirmation of the postulates of the theory will take place. Hence, the study will be using an approach that is deductive in nature and the outcomes which will be derived from the study will be making further additions to the knowledge which already present in relation to the services provided by medical tourism to individuals. Figure 1: Deductive Research Approach Medical Tourism Medical Tourism is described as a process wherein the patients travel abroad for the purposes of medical care as well as procedures mainly due to the reason that some of the medical procedures are either unaffordable or unavailable in their own nations (Voigt et al., 2010). Medical tourism includes medical travelers and medical tourists. Medical travelers are the people who travel abroad for orthopedic treatment or complex surgeries like cardiac surgeries while medical tourists are the people travelling abroad in addition to a planned vacation mainly for treatments that are elective like fertility treatment or cosmetic surgery. In this study both the terms will be used synonymously and refer to both the groups of medical tourists travelling to Australia for treatment purposes. Research Design Methodology The use of qualitative research will be made in order to collect data for the present study. The method of qualitative research comprises data collection and its use is made for providing description of the differing aspects. However, there is lack of focus on inferences that are drawn statistically (Bjrklund Paulsson, 2012). Such a type of analysis will provide assistance to the researcher in making observations for comprehending the collected data (Ghauri Grnhaug, 2005). Such a type of research is being used for this research as it is of interpretative nature with regards to the services that are being provided to individuals by medical tourism. The nature of qualitative research also focuses on description and is also exploratory. The design will thus be emergent and not a fixed one. It will also provide the researcher increased flexibility in the collection of data under natural conditions (Creswell, 2003). Both primary and secondary data will be collected for the research. Nature of Research Being an exploratory study, it will be focused on figuring out the things that are occurring. New insights will also be looked into and new questions will be presented. The phenomenon used for the purpose of analysis will also be new (Robson, 2002). This can be justified because it will be providing assistance in conducting a further analysis of the services which medical tourism offers to the individuals. Research Strategy In order to reach the research question, the plan that is made use of is the research strategy (Neuman, 2004). For collecting data for the study, the strategy that will be utilized will be conducting an interview of the stakeholders who are representatives of organizations who are either affected by or interested in medical tourism in NSW Australia. The identification of the organisations will be done by the project team possessing firsthand knowledge related to the industry, internet searches, mass media and also snowball sampling. The questions for the survey will be same for all the participants. An email will be sent to the participants first informing them about the survey and for taking their approval for the same and then after taking an appointment, face-to-face interviews will be conducted. Data Collection Data Required The main issues that are being researched are the features motivating people towards medical tourism, prospective medical tourists aspects of information search and factors impacting and evaluation process for alternative destinations. In order to fulfill these research objectives, qualitative data is needed. Such type of data can be obtained by conducting interviews of the people who are working in well-known organizations that provide the individuals with medical tourism. Responses from the stakeholders are crucial for attaining the research objectives since they have a legitimate interest in the results of the study. Data Sources The researcher will be collecting the required data from the stakeholders who are representatives of the organizations in NSW, Australia that are either affected by or interested in medical tourism. Data Collection Methods and Instrumentation Open ended questionnaire will be utilized in order to collect primary data from the respondents. The questionnaire used for conducting the interviews will be a semi-structured one. This will facilitate collection of the data that is relevant for the study. Five organizations will be selected for this study and two representatives from each organization will be interviewed for the study. The open-ended questionnaire will comprise eight questions. The use of this informal questionnaire will help in collecting primary data which will be of top class quality with high degree of relevance (Adler Clark, 2011). Apart from this, the formalized set of questions that are questionnaire as an instrument of interview presents helps in obtaining answers from the respondents who have been selected (Malhotra, 2011). Reliable sources like refereed proceedings of the conferences, publications, academic journals, research theses, scholarly textbooks along with reports will be used for collecting secondary data. Sampling The populations subset which has been chosen to participate in the research is referred to as the sample while the sample size signifies the number of respondents that make up the sample (Saunders et al., 2009). To select the respondents snowball sampling will be used as it is not possible to include the whole population for the purpose of conducting the study. Non-probability sampling technique will be adopted as the researcher will be choosing the participants wherein a stakeholder will be providing contact details related to another potential stakeholder (Jennings, 2001). In all, ten representatives will be interviewed. This size of the sample is necessary for obtaining the general trend in the medical tourism services and also for attaining the objectives of research. The reliability as well as the authenticity of the sources will determine the selection of secondary data. Data Analysis Methods The analysis of the collected data will be done based on the responses that have been obtained from the stakeholders through the interviews. The stakeholders will be responding to the various questions and on the basis of those responses, the organization of the data will be done. Then content analysis will be used. It comprises examining the texts like transcripts of interview to find out the meanings (Krippendorf, 2004). The content analysis adopted was conventional where themes were directly derived from the data of the text (Hsieh Shannon, 2005). The secondary data that will be collected for the study will also be qualitative so that it is easier to compare the primary data with it and find out the areas that are similar and also the areas that vary. Ethical Considerations It is crucial to take into account the ethical considerations when a study of this nature is carried out. The respondents will be given proper explanations pertaining to the study and they will also be informed about the purpose as well as the benefits of carrying out such a research. Consent of every single participant will be taken for taking part in the study. Under all circumstances, the individuality of the participants will be maintained. They responses will be highly valued and care will be taken not to misinterpret the response that they will be providing. A high degree of confidentiality will be maintained of the responses that the stakeholders will be providing and the researcher will make sure that the data is used solely for the purposes of academic nature. Methodological Limitations Since the timeframe for collecting the data is limited, the size of the sample that has been taken is limited. The secondary data is also limited because the main focus of the existing research is on the aspect of safety as well as quality of healthcare that is available to Australian consumers abroad, the reasons why Australian medical tourists go abroad, implications that medical tourism has along with the demand, supply and opportunities which exist but focus on services specifically and the factors motivating people to engage in medical tourism, information that is searched by the prospective medical tourists and factors that have an influence on it and evaluation process of the alternative destination for such tourism are limited and this can result in posing a challenge as far as collection of secondary data is concerned. Hence there are chances of variations in the accuracy of the research. Bibliography Adler, E.S. Clark, R., 2011. An Invitation to Social Research: How It's Done. Wadsworth Publishing. Bjrklund, M. Paulsson, U., 2012. Seminarieboken: att skriva, presentera och opponera. 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