Public Health System Essay Example for Free

Public Health System Essay Health policy and entire health care system in both the USA and Great Britain create a core for national quality standards. Dealing with health as a key condition for local and global human activity representatives of medical spheres in these two countries on opposite sides of the ocean have long-term experience which differs greatly in terms of functional, financial, and social issues. Financing. In the UK financing of the industry is done out of taxation paid by people on regular basis. 130 billion of dollars annually are spent to cover expenditures of healthcare system: paying out salaries for physicians, facilitating hospitals, providing latest medical technology and treatment (Hadikin, 2003). British health policy does not require from patients to pay on the scene since it has already been done automatically by their tax procedure. Sometimes those having problems with eyes or teeth will have to pay very small amounts to cover the cost for particular tests. However, such co-payments are not common in the UK and are covered by government for special society layers including aged and young people, special patients with chronic diseases, etc. The state pays directly to doctors and cover fees for a wide range of hospital services (Hawkes, 2007). In the USA payments for healthcare are done through private insurance system. Many believe that British system is more convenient since patients receive â€Å"free at the point of service† medical treatment. American healthcare sector is employee-employer based (54%) with partial governmental funding (46%) for the poor, the disabled, Native Americans, and elderly adults. Average American spends annually approximately $6,400 for healthcare where $2,880 is covered by government, $2,675 by private insurance, and more than $800 paid directly to doctors or other additional services. Unlike the US with population equal to more than 302 million people, the UK with its 61 million of citizens spends $2,720 each year to be confident in high-quality medical treatment. Described in detail, $2,370 are covered by British government received through national taxation and other $350 go directly from patients for extra services required (Sultz Young, 2008). Challenges. Over years health policy in Great Britain has been facing significant obstacles in its strive for providing high-quality national medical service. First of all, due to the fact that all costs having to do with healthcare are covered through taxation without going directly to doctors on daily basis physicians tend to be less efficient. On the other hand being confident in that medical system is paid for by the government people with light complaints which can be easily treated at home with help of drugs purchased in the nearest drugstore immediately make an appointment unreasonably disturbing physicians who may have very urgent problems to take care of. Also, being structurally located under the government health policy in the UK must follow the rules set from above. That’s why if the government representatives decide that specific drug is cost-ineffective they may choose not to cover such medications. It is especially true for drugs against cancer which have always been extremely expensive with only several month effect and certain plastic surgeries which are considered to be addition features of healthcare and may never be crucial to health (Hawkes, 2007). Sadly enough, Great Britain tends to keep young people and those less than eighty years old in focus. The thing is that significant number of people in their eighties tend to be seriously ill whereas average life expectancy in Britain reaches 79. Unlike the US, where doctors do their best to save people no matter how old they are, English government refers to limited financing and number of able-bodied people who have the potential but need treatment. Unfortunately, anti-cancer treatment costs a lot and in majority of cases prolongs life of an aged person for couple of months only. In the UK National Institute for Health and Clinical Excellence is authorized to decide whether specific drug in particular case is worth to be covered and normally they conclude that it is not. One more problem encountered by health policy in Britain again has to do with money issue. Governments have specific amount of money to spend annually on a person who has health problems. However, costs for drugs and medical treatment are constantly escalating and quality of service, therefore, is gradually dropping making this proportion more and more blurred (Hawkes, 2007). The biggest challenge for American citizen regarding health policy is a necessity to pay bills for all services they receive including various tests, prescriptions, visits to physicians, etc. Regardless of the fact that this tradition has a long-term history it has caused enormous inequity between the rich and the poor. Having created two healthcare bodies called Medicare and Medicaid which handle financial issues of old and poor people accordingly, they are far from being perfect. Firstly, people with membership in one of these institutions should go through never-ending bureaucratic procedures that require time and effort valuable for both aged people and low-income society representatives. Secondly, having received long-awaited registration they are provided only with basic services and typically have almost no choice while selecting doctors and hospitals (Barr Dowding, 2008). In terms of care organization any insurance-based system including American one provides care upon request. For instance, when a person gets heart attack s/he is transported to the hospital, receives necessary medical treatment, and post-traumatic prescription. In Great Britain similar procedures are planned in advance. Thus, British doctors should calculate how many beds for what kinds of patients should be provided, how much vaccine should be purchased to immunize specific number of people and so on. Both American and British health policies have one thing in common having to do with technical issues of the system. Speaking about response times, neither of these states has a set regulation regarding standard response time applicable to all locations under any conditions. There exist certain agreed rules between providers of emergency service and official authorities that instruct required response times. Significant number of these regulations, however, have to do with private emergency service providers who cover only small portions of society. Both Americans and British have concluded that every location throughout these two countries should be provided with 8-minute medical help. (Davis, 2005) Irrelevant of the absence of set rules regarding response times cardiac arrests are considered to be the most urgent and demanding emergency calls in entire emergency service system. Majority of people who experience cardiac arrest should be provided with proper treatment including electric shock with ALS intervention within the first minutes. Figures show, that the sooner the ambulance arrives the more chances it has to save the patient from permanent brain death and irreversible processes which start occurring in human body shortly after the cardiac arrest. It happens on very rare occasions that the person survives receiving help within more than ten minutes. (Davis, 2005) Taking apart from cardiac arrest, response times for normal emergency calls that have to do with physical injuries or wide range of attacks vary from 12 to 14 minutes. Specifically, Wales show the worst result ever obtained in Great Britain in terms of response time and emergency service. According to recent statistics average Welsh emergency service provider arrives not earlier than 20 minutes after the emergency call. British authorities claim that it is totally unthinkable to demonstrate such low performance and that this part should be immediately improved. (Brindley, 2008) In conclusion it would be appropriately to note that both health policies have their advantages and drawbacks as basically any other system. The following table highlights key features of American and British healthcare sectors: Health policy in the UK Health policy in the USA Advantages Drawbacks Advantages Drawbacks Every member of society is provided with medical care Random cases of poor quality service due taxation payments as opposed to direct ones Better consumer choice provided due higher cost for medical services Only insured ones get the best service and treatment Because of sufficient NHS funds treatment and drugs cost less Some misuse medical treatment due to longing for communication and company (especially old people) Active implementation of latest technological equipment and scientific innovations in medical sphere Many retired people choose to work since it’s the only way to receive medical insurance Patients receive decent treatment regardless of their age, social status, or level of income Many claim they do not receive the right to choose a hospital or a doctor they like Patients visit hospital only in cases when it is really necessary, reasonable, or urgent Prices for medical treatment and drugs are higher because of debates and policy on governmental levels References Barr, J., Dowding, L. (2008). Leadership in Health Care. London: SAGE Ltd. Breen, N., Woods, J., Bury, G., Murphy A. Brazier, H. (1999).   A national census of ambulance response times to emergency calls in Ireland. Journal of Accident Emergency Medicine, 17, 392-395. doi:10.1136/emj.17.6.392 Brindley, M. (2008). Ambulance Response Times Worst In UK. Retrieved March 20, 2009, from WalesOnline Health News Web site: http://www.walesonline.co.uk/news/health-news/2008/06/20/ambulance-response-times-worst-in-uk-91466-21109781/ Davis, R. (2005). The Price Of Just A Few Seconds Lost: People Die. Retrieved March 21, 2009, from USA Today Web site: http://www.usatoday.com/news/nation/ems-day2-cover.htm Hadikin, R. (2003). Effective Coaching in Healthcare. London: Books for Midwives. Hawkes, N. (2007). NHS’s Advantages And Shortcomings. Retrieved March 20, 2009, from Frontline Web site: http://www.pbs.org/wgbh/pages/frontline/sickaroundtheworld/interviews/hawkes.html Sultz, H., Young, K. (2008). Health Care USA: Understanding Its Organization and Delivery. New York: Jones Bartlett Publishers

Impact of Celebrity Endorsement on Consumer Behaviour

Impact of Celebrity Endorsement on Consumer Behaviour Chapter 2 LITERATURE REVIEW   Ã‚   2.1 Introduction As stated earlier, this chapter will provide an overview of the consumer behaviour and specifically, it will focus on the celebrity endorsement approach. It will be examined, how celebrities connect to consumer behaviour, and beauty products in order to identify the gaps in the previous studies that were conducted. Therefore, this study will be discussed, the relationship between celebrities, consumer behaviour and beauty products, so many literatures on each these topics will be provided. Moreover, chapter 2 will be divided into three sections where the following topics will be examined: (1) Factors which affect Consumer Behaviour, (2) Celebrity endorsement and the role of celebrities in advertising and (3) Celebrity influence in beauty products. 2.2 Consumer Behaviour Consumer behaviour is very important, and has been examined by many marketing scholars. It is also essential for marketers to understand how consumers behave and think, in order to identify consumers demands and satisfy their needs (Hoyer, 2014). Therefore, the field of consumer behaviour is the study of individuals, organisations or groups and the processes they use to select, use and dispose products, services or experiences in order to satisfy needs and the impacts that these processes have on the consumer and society (Hawkins and Mothersbaugh, 2010:6). As Kotler and Keller (2009:190) appointed, a consumers behaviour is affected by three different factors: cultural, personal and social factors. There are many different kinds of factors, under each of these three categories. Throughout this study, I will examine the trends and factors that shape the consumer behaviour and how they influence consumers decisions. According to Solomon et al. (2006), culture is a mixture of meanings, norms, rituals and traditions shared by an organisation or a society. As Blackwell et al. (2006) mentioned, culture has a profound effect on how and why people, purchase and consume services and products. Culture has an impact on how people buy, as well as, influences the structure of consumption and the individual decision making process (Jobber and Ellis-Chadwick, 2013). Therefore, as Kotler and Keller (2009) stated, culture and specifically subculture, is one of the factors which has an impact on how consumers search for information. Also, culture affect how consumers make purchase decisions, during the need stage and the alternatives stage in the decision making process (Jobber and Ellis-Chadwick, 2013). Subculture is also a part of culture, which influences the way, people act as consumers. A subculture is a culture within a broader culture, which has its own separate beliefs and values (Kotler and Keller, 200 9). Moreover, LOrà ©al, which is one of the worlds largest cosmetic companies, is tailored their products regarding to consumers culture (Noel, 2009:49). As Solomon et al. (2014) reported, another factor which is involved in the cultural factors, is the social class. Social class, affect the purchase decision and consumer behaviour, because different products and services are appropriate for certain social classes. Consumers can make their decisions, regarding to their social class, which is influenced by the culture of each individual (Blackwell et al., 2006). Lifestyle, age, occupation, income, personality and self-concept are all located in the personal factors category. As Mowen and Minor (1998) stated, lifestyle denotes how people live, how they allocate their time and how they spend their money. Personality refers to the internal characteristics of a person and therefore through that characteristics, consumer make their consumption choices. Also, personality consists of distinctive patterns of behaviours that make one individual different from another (Hoyer and MacInnis, 2008). According to Hawkins and Mothersbaugh (2010), there are many theories of personality but the most useful is the Trait Theory. Therefore, Trait Theory examines personality as an individual difference. As people have different personalities, they have as well as different consumption choices. Age and occupation are another factors which play a major role on the consumer behaviour, because each age has different preferences and also for people who have different occupations, they have different consumption decisions. The income of each person has an impact on what they buy and from which shop. The income is a major factor in the consumer behaviour, because regarding to the income people choose their products or brands (Hoyer and MacInnis, 2008). Finally, the last personal factor that it will be discussed is the self-concept. As Hoyer and MacInnis (2008) added, self-concept is how people view others people and how people view themselves. When people buy something, it says something about themselves and about their identity. As a result, through the purchase decision, consumers influence by the self-concept. Belonging to groups and trying to fit in, it is assumed that affect every stage of the consumer decision making process (Blackwell et al., 2006). As Park and Lewsig (1977) noted, the behaviours, values and attitudes of the group are perceived to have relevance upon the behaviours, evaluations and aspirations of another individual and as a result, reference group has a significant impact on consumers behaviour. Reference group is defined as any person or group of people who influences an individuals behaviour (Blackwell et al., 2006).Therefore, reference groups can be individuals, such as athletes, political leaders or celebrities. Hoyer (2014) pointed that, other peoples opinions will affect consumers decision making by becoming judgment standards.Such groups, affect people by creating socialisation of individuals, which it is important in developing self-concept and provide a benchmark for comparing each other. Celebrities grab attention, communicate effectively with consumers and a s a result, they create awareness (Blackwell et al., 2006). Consumers may emulate with celebrities, by using the endorsed products and this, has a huge impact on their consumption decisions. Another personal factor, is the role of the family and how family affect the buying decisions. Finally, as Kotler and Keller (2009) demonstrated, status in the society is another factor. For instance, consumer behaviour is influenced by each persons social class and by the concept of a taste culture. In understanding the consumption choices among the social class, it is important to take into consideration the concept of a taste culture which differentiate people in terms of their aesthetic and preferences (Solomon et al., 2014). While, this study is presented the factors that affect consumer behaviour, in the following section it will be discussed the phenomenon of celebrities and how they influence consumers about their consumption choices. Therefore, it will be noted the role of celebrities and how companies select the celebrity who wish to endorse their brand or their product. 2.3 Celebrity Endorsement Competition today is a fierce. In todays competitive world, marketers need to do their products more memorable and more appealing. In order to achieve this, they use celebrity representative. Through the product diversity and the rivalry of services and products, celebrity representative become more and more popular in todays modern marketing (McCracken, 1989). Researchers have noted that, companies spend huge amount of money in paying celebrities to endorse their products and brands (Erdogan 1999; Agrawal and Wagner 1995; Gabor et al. 1987; Mathur et al. 1997; Kaikati 1987). Using celebrities in advertising was originated since mid- nineteenth century. Dates back to the mid nineteenth century, Cadbury received their first Royal Warrant on 1854 as manufacturers of cocoa and chocolate to Queen Victoria. During the year 1854, Queen Victoria agreed to lend her face to one of the print advertisements of Cadbury (Erdogan, 1999). Erdogan (1999), published a table which shows the percentage change in the number of advertisements that use endorsers over the last thirty years. Figure 1: Estimates the utilising celebrity endorsers in all commercials The figure 1 below, was taken from the academic article of Erdogan (1999: 291). In 1979, Erdogan claimed that the usage of celebrity endorsers was estimated as one in every six advertisements. In 1988, was estimated as one in every five advertisements and by 1997, advertisements used some form of endorsers had risen to 25% (Erdogan, 1999). As Shimp (1997) reported, 25% of US advertisements had celebrity endorsers. Therefore, between two and three billion dollars were spent on celebrity advertising in 2006 in USA only (White et al., 2009). Over the years, the usage of celebrity endorsers has dramatically increased. As McCracken (1989) mentioned, a celebrity endorser is defined as any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement. Although, this definition was defined in 1989, it is still relevant today and it has been used by many researches. Nowadays, the majority of companies are using celebrity endorsement as form of marketing communication, in order to add some valu e to the promoted products and influence consumers to make a purchase. Recent research findings have shown, that 8 out of 10 TV commercials scoring the highest recall are those with celebrities appearances (Mukherjee, 2009). Celebrity endorsers may be entertainers such as, actors, actress, models, singers or even athletes, business people and politicians (Hsu and McDonald, 2002). Therefore, the selection of a celebrity endorser is a really significant decision (Ohanian, 1990). Previous studies on celebrity endorsement have examined the relationship between the endorser and the credibility. For a celebrity to be attractive, consumers need to trustworthy and believe what the celebrity say something about the product. An attractive celebrity will be more credible and attractive by the audience (Miciak and Shanklin, 1994). As Miciak and Shanklin (1994) examined, a celebrity should meet five characteristics. She or he needs to be trustworthy, recognisable by the target audience, affordable, at little risk for negative publicity and match with the audience. Therefore, credibility is the primary reason, for choosing a spokesperson. The most important dimensions of credibility, are expertise of the product, or t rustworthiness. If a celebrity is credible, then the consumers may intend to mimic a celebritys appearance, and buy the product endorsed (Miciak and Shanklin, 1994: 54). Experts claimed, that a celebritys values, appearance and image, must be relevant with the product endorsed. For example, LOrà ©al uses Beyoncà © Knowles to endorse the beauty line of the company, because she is such, a suitable and influential person for promoting beauty products. She has many positive characteristics, which gives to the products a good taste. Moreover, Beyoncà ©, such an extremely positive endorser, has a womanly shape body and a beautiful face, which influence consumers effectively. All these physical characteristics, connected to create the need in consumers mind and buy a beauty product, in order to be attractive and sexy like Beyoncà © (Miciak and Shanklin, 1994). Celebrities play a vital role in the mind of consumers, and they are influential people who can persuade consumers, to buy prod ucts through their characteristics. In the following paragraph, the role of celebrity endorsement will be presented. According to Kanungo and Pharg (1973), the usage of people in advertising gives a more meaningful social context for the product and also, provokes more emotional reactions from the consumer, towards the product. People who are good looking, attractive and appealing used as endorsers by advertisers and celebrities will be in this particular group. As Audi et al. (2015) mentioned, celebrity endorsement research has revolved around five themes: celebrity meaning transfer (McCracken, 1989), celebrity attractiveness, celebrity credibility, celebrity impact on consumers and brands (Ohanian, 1991) and the Match-up hypothesis (Kamins, 1990). Figure 2: Meaning Movement and the Endorsement Process Source: McCracken 1989 The figure 2 was taken from Erdogan (1999: 306). McCracken (1989) demonstrates a Meaning Transfer Model which is made out of three stages. Moreover, it is one of the most important theories which is used to explain and describe the effectiveness of celebrity endorsement. Celebrity endorsers bring their own symbolic meanings to the endorsement process and that meaning is associated with the celebrity and it is initially transferred from the endorser to the brand. This process starts with the formation of celebrity image, continues with the transfer of meaning from the celebrity to the product and then finally, it ends with the transfer meaning from product to consumers (McCracken, 1989). As McCracken (1989) claimed, advertising is the best way of moving meanings from culture, to consumers and to goods. Therefore, the second component of celebrity endorsement is the celebrity attractiveness. Through the attractiveness of celebrities, Atkin and Block (1983), mentioned that attractiveness, is one of the reasons why famous endorsers are influential. While physical attractiveness is a characteristic of celebrities, they are considered as credible people, when they are endorsed a beauty product. Their role is to transfer the good taste, to consumers and persuade them to buy it. According to Mukherjee (2009) and Ahmed et al. (2015), attractive celebrities are more influential than people who are not attractive. Physical attractiveness is really important in cosmetics industries. For example, physical attractiveness might be useful when selling a beauty product but not when selling a computer (Silvera and Austad, 2004). Furthermore, Patzer (1983) states that an attractive endorser can make consumers have better purchase intention, and preference and that credible endorser can influence the brand image, brand equity and buying intention. Finally, celebrities can increase the profit of a company and as well as the product sales (Elberse and Verleun, 2012). Celebrity credibility is the third aspect that a celebrity need to possess. Credibility is about two different components, which are expertise and trustworthiness (Ohanian, 1991). According to Silvera and Austad (2004), trustworthiness is defined, as the general believability of the endorser and the believed willingness of the spokesperson to make those claims. Moreover, Friedman et al. (1979) mentioned that trustworthiness is the major important aspect of credibility, because trust is in correlation with the credibility of endorser. The second component of celebrity credibility, is the expertise. Expertise, relates to the product knowledge of the endorser, and also the validity of her or his claims, regarding to the product (Silvera and Austad, 2004). Ohanian (1991), found that the expertise of a celebrity increases the need for consumers, to buy the product or brand so, it is a main element for a celebrity to be expert on the particular product. Celebrities, may be credible, when t hey are endorsing a product relating to their expertise. For instance, a beautiful model endorsing cosmetics or other type of beauty product. Moreover, the usage and the role of celebrity endorsement is really remarkable. Audi et al. (2015), state that, celebrities through their big names, may help the advertisements emerge from the huge number of advertisements, and also enhance their ability to communicate. Furthermore, celebrities can create public relations, base for the brands and under the right circumstances, they legitimize the high expenses of promotions (Audi et al., 2015). Celebrities role is to persuade to buy a product even if consumers worried about the social acceptance or others opinions. The role of a celebrity, is to persuade consumers, that the product is useful and through their expertise, influence them to try it. As Anjum et al. (2012) claimed, celebrities are people who are knowledgeable, influential and also reliable. As Ohanian (1990) noted, a celebrity endorser need to have a deep professional experience and knowledge, in order to endorse a product effectively. Through the knowledge and by providing consumers with information about the product, consumers are influenced by celebrities. Therefore, celebrities are influential, and they are the best way of persuading consumers, due to their high profiles, high lifestyle and fame. When celebrities endorse brands or products, they create brand loyalty, by enhancing the brand name and product quality (Hollis, 2008). As Kamins (1990) suggested, celebrities need to fit with the product being endorsed. It has examined that, celebrity endorsement is more effective, when the characteristics of the celebrity, are well fitted with the endorsed product (Kamins 1990; Kahle and Homer 1985). Moreover, as an example, it is claimed to be more influential when a famous and beautiful model endorse a beauty product than a computer. Celebrities have their own character istics and based to their characteristics, they are suitable to endorse specific products. For instance, in the beauty industry, advertisers have frequently selected celebrities regarding to their physical attractiveness, in order to express their beauty towards the products and have an impact on consumer decision making process. An attractive and knowledgeable celebrity, will be informed the consumers about the product effectively, and gain the attention of consumers. In addition, Kamins (1990) mentioned, that the match-up hypothesis need to be positive, in order to achieve a successful advertisement. Advertisers need to find a positive endorser in order to avoid such conflicts. As Amos et al. (2008) stated, negative information about a celebrity had a huge impact on the effectiveness of an advertisement. Having an example, Kate Moss who has endorsed many brands as a famous and successful model. She is a well-known model for endorsing Rimmel and as well as, other cosmetic brands. Kate Moss, was found to be a drug user, and many cosmetic companies stop their contracts with the model. Chanel decided not to renew her contract, which was  £750000 for a year, in order to no longer be the face of their perfume. They stopped her contract through the bad image that Kate Moss has (Matthews, 2005). It is really important, that the celebrity endorser have a positive and good name in society, otherwise the brand image will be damaged, as consumers will conn ected to their face and personality that they have done with the brand. 2.4 Celebrity Endorsement and Beauty Products In cosmetic industry, advertising with famous models and spokesperson is often used to allure people to purchase different products. Advertising is useful in building brand equity, and spokespeople might become associated with a brand in memory (Keller, 1993). Solomon et al. (2006:186), states that the French cosmetic company LOrà ©al persuades many women to purchase their products by promising them the feeling of Parisian chick and associating their products with sexy spokeswomen. LOrà ©al as a cosmetic company try to sell a brand to consumers and as well as an image which is associated with some qualities or characteristics. In other words, LOrà ©al in order to achieve this, the company uses celebrities as spokespeople to present their cosmetic brand. Celebrity endorsement, is highly used in cosmetics advertisements, which the company intends to transfer the perfection, beauty and elegance the celebrity presents to the consumer (Audi et al., 2015). As Choi et al (2005) noted, that celebrities enjoy high profile and glamorous images in the eyes of the public through the mass media which saturated with information and images about celebrities. Celebrity figures draw consumer attention, create and differentiate product images and generate high recall rates. As a result, celebrity endorsement it has been proven from many researchers that it is a valuable strategy (Erdogan 1999; Agrawal and Kamakura 1995; Marhur et al. 1997; Gabor et al. 1987; Rangan 1997). As Ahmed et al. (2015) and Mukherjee (2009) claimed, celebrity endorsed advertisements are more attractive than the non-celebrity endorsed. They highlighted that celebrity endorsement has an impact on buying and attitude intention. It is also considered, that consumers prefer to buy the products which are endorsed by celebrities and that celebrity endorsement advertisements boost the sales of a product (Ahmed et al. 2015; Mukherjee, 2009). Rimmel and LOrà ©al are both used celebrity endorsement in order to maintain their popularity and image. Both beauty industries, used many different female celebrities from Cheryl Cole to Beyoncà © Knowles and Rimmel is best known for using Kate Moss to endorse their products. As Cashmore (2014) stated, LOrà ©al spent over $1.7 billion a year for its advertisements. By using celebrities in the advertisements, create the need to consumers and make them buy the product because will make them like the celebrity who endorse it. For instance, take an example of mascaras. Each company sold mascara but pretty much the same, with only difference be the brush which give to lashes volume or make them appear longer. Penelope Cruz who is endorsing Lancà ´mes mascaras, she may not use that particular mascara but consumers buy it because they believe that it must be good if such a high profile celebrity is seen to be using it. If it was endorsed by a non-celebrity then maybe consumers think th at it is not a good mascara (Cashmore, 2014). Klaus and Bailey (2008) described that men and women respond differently to advertising and that women are more sensitive and responsive than men. They also found that women are willing to believe the claims of advertisers more easily than men (Klaus and Bailey, 2008). This study is focused on females, and on beauty products, and as it is stated above, women are more willing to believe what an advertisement claim. Therefore, the majority of women when they see advertisements with unrealistic images of beauty, they feel low self-confidence, low self-esteem and also anxiety. Furthermore, women feel unhappy with their appearance and with their body and in order to, handle their appearance they use cosmetics, or different forms of beauty, such as hair care products, skin care products and perfumes. There are many advertisements that show the intangible beautiful image to women of all shapes, sizes and age. Technology is a key element, in the world today, and it plays a major role in almost everything. Due to the technological advantages today, photo-shopped, computer enhanced models in advertisements, societal expectations, and standards of beauty has changed. Society has built up impossible standards of beauty, and as a result, women feel unhappy and disappointed with their appearance. From a young age, girls want to improve their appearance and their attractiveness by using beauty products. Cosmetics are an easy way to improve and solve temporarily some beauty problems. Furthermore, Cash and Cash (1982), conducted a research which was about Womens Use of Cosmetics and they found that, self- consciousness is positively related with using cosmetics. Another study was conducted by Beausoleil (1992), was about the cosmetics and that nowadays cosmetics and beauty products in gener al, become an easy way of measuring the standards of beauty. Well-known sociologist, Jean Kilbourne (2000) argues, that women feel pressure by the beauty standard. Cosmetics advertisements encourage women to buy beauty products, in order to give them the chance to achieve the beauty standard. In order to achieve this, beauty industries use celebrities, and famous models and especially attractive people, to endorse their product or their brand. Cosmetics advertisements, make women feel unhappy and unsatisfied with their body and appearance. After watching advertisements, women feel more dissatisfaction and unhappy with their appearance. Advertisements, work more effectively when they are trying to sell a beauty product which can make women look better. Moreover, cosmetics companies may cause women the feeling of insecure and as a result, offer them that particular product so they have a solution to their problem. Cosmetics advertisements use retouch images in order to make models appear more perfect than they are in the reality. Kilbourne claim s that women are more likely to purchase a product when they see an advertisement for the product. For instance, a woman who sees an advertisement about a mascara, but would still be more likely to buy a mascara. Previous researches have shown, that celebrity endorsement influence females to buy beauty products (Ingavale 2016; Vidhya and Tamizhyothi, 2014). Ingavale (2016), was conducted a research, on the perceptions of young consumers, towards celebrity endorsement and how they are influenced by them. The study was conducted only for cosmetics, and she found that, celebrity endorsers create an impact on how consumer choose what cosmetics to buy. She claimed that, 70% of her respondents were agreed, that celebrity endorsed advertisements are more attractive than non-celebrity endorsed advertisements. Through her research, she found that, television media is defined as the most effective media for celebrity endorsed advertisements by 78.6%. She also presented, that the preference of consumers for the cosmetics endorsed by celebrities is influenced by the sense of similarity between celebrity and customer, familiarity, trustworthiness and relevance of celebrity to the product (Ingavale, 2016). Therefore, in Vidhya and Tamizhyothis (2014) research, was found that, consumer attitude was influenced, by many factors in order to select their cosmetics. For instance, they stated that, when consumers feel stressful, they buy a cosmetic or a beauty product or even when they feel financially comfortable. According to Vidhya and Tamizhyothi (2014), packaging causes consumers to buy cosmetics products. Finally, some consumers claim, that they purchase cosmetics products at discounted rates or when they like them at first sight (Vidhya and Tamizhyothi, 2014). 2.5 Conclusion To summarise, the aim of this research project is to explore how celebrity endorsement affects young female consumers, between 18-34 years old to purchase beauty products. To guide my analysis, my research questions are as follows: What factors affect young female consumers decision making on choosing beauty products? To what extent celebrity endorsement on beauty products affects young female consumers preferences?

Grisham Essay -- essays research papers

John Grisham once said of his own writing, â€Å"I write grab readers. This isn’t serious literature.† (John Grisham CLC, 189) Serious literature or not, Grisham has written nine best-selling novels, many of which were also made into very successful movies. Before starting to write professionally, Grisham was a lawyer in Southhaven, Mississippi, which has provided him with plentiful ideas for legal storylines. In many of his novels, Grisham has on ongoing link of novice lawyers who uncover and overcome flaws in the legal system.   Ã‚  Ã‚  Ã‚  Ã‚  Influences during Grisham’s childhood and adult life have helped to shape his writing career. His family moved around a great deal during his childhood. Eventually, they settled in Southaven, Mississippi. (Brandstrom, 2) Grisham was an athlete in high school and decided he was going to play either professional football or baseball. After high school, he went to Northwest Junior College to play baseball. After one year, he transferred to Delta State for more baseball opportunities. While at Delta State, his grades suffered and he decided he wasn’t ment to be a baseball player. In 1975 Grisham transferred again to Mississippi State University as and accounting major. (2) While at MSU, he started writing two books, neither of which was finished. (3) In 1977, Grisham received an undergraduate degree in accounting from MSU. He then went to the University of Mississippi and received his law degree in 1981. Grisham went back to Southaven in 1982 and establi shed his first law firm. One year later, he was elected to the Mississippi House of Representatives.(1) He now had he time to start a new book, which he finished in 1985. He called it Deathknell, but the publisher changed to name to A Time to Kill. The book published a mere five thousand copies during the first print. Grisham immediately went to work on his second book called The Firm. This hugely successful started Grisham on his new profession as an author. He moved to Oxford and has been writing one book per year ever since. Grisham’s courtroom skills never suffered and in 1996 he took time off from writing to return to the place where his career began, the courtroom. This was to fulfill a promise he made to the family of a railroad man killed at work. He prepared the case with the same passion as the characters he writes about and won the biggest verdict of h... ... haunt him. Brock learns that Hardy had been in and out of homeless shelters most of his life, but he had recently begun paying rent in a rundown building; that means he has legal recourse when a big money-making outfit such as Sweeny & Drake boots him with no warning. When Brock realizes that his profession caters to the morally challenged, he sets out on an aimless search through the rougher side of D.C., ending up at the 14th Street Legal Clinic. The clinic's director, a large man named Mordecai Green, woos Brock to the clinic with a $90,000 cut in pay and the chance to redeem his soul. Brock takes it--and some of the story's credibility along with it; it's hard to believe that a Yale graduate who sacrificed everything--including his marriage--to succeed in the legal profession would quickly jump at the opportunity for low-paying, charitable work.(56-90) Brock settles the dispute of the wrongly evicted squatters and thus solves a problem within the legal system. Now, it may se em as though Michael Brock is not a novice lawyer. In reality, he is not novice to law, but he is very much a novice to street law. Although this is a new twist, Grisham’s link continued in this story.

Midget Village :: essays research papers

  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Midget Village   Ã‚  Ã‚  Ã‚  Ã‚  One Saturday night, I left the house to go to a friend’s house, and the last words that came out of my parent’s mouth was to be careful. That statement went in one ear and out the other. People never think that anything would ever happen to them because they take their safety for granted. I told them that I am always careful and I’ll be home soon, so I left.   Ã‚  Ã‚  Ã‚  Ã‚  I started up my car and fished around in my back seat for my CD case so I wouldn’t be bored for the twenty-minute ride to my destination. I was driving my Ford Probe that I had just bought two weeks ago. I was feeling like a million dollars in my new car, even though it was a used, it was new to me. I was driving the speed limit and sometimes I was driving slower than it was because I wanted people to see me in it. Since I was doing that, the ride was taking more time than I expected and I knew my friends were waiting for me. Singing to my favorite CD in the car got me a bit thirsty, so I stopped at the seven-eleven to buy a slurpee.   Ã‚  Ã‚  Ã‚  Ã‚  I parked the car and went in. I greeted the people working at the cash register and went into the back of the store and proceeded to get my slurpee. I happened to glance over my shoulder and I saw that the people working in the store were following me around the store as if I was going to steal something. This got me frustrated and mad because that is racial profiling and I don’t like to be judged by the color of my skin. I confronted the employee and asked him flat out, why he was following me around. He told me that people like me come in there all the time and steal. I asked him what he meant by â€Å"people like me?† He didn’t respond, and I got even more frustrated. I put the slurpee in his hands and walked out of the store. I will not buy things from a store that has those kinds of views about minority races. I could have acted like I was one of those people who he was talking about by cussing at him and making a scene, but I just left a nd held everything in.

Lifes a Bitch and then you Rock :: essays research papers fc

Life's a Bitch and then you Rock   Ã‚  Ã‚  Ã‚  Ã‚  Life is full of hardships, which is a bitch. But, if faced, they are overcome and you are rewarded, which rocks. However, if the problems are not dealt with, more problems will arise. My title is a quote by Art Alexakis—lead singer of the band Everclear. He was presented with problems in his life, but he faced them. And now his life is much better. No one ever promised that life would be easy, and no one ever told you exactly what to expect. This is because everyone’s life is different. No one faces the same challenges. But, everyone has to face life sooner or later.   Ã‚  Ã‚  Ã‚  Ã‚  First, life confronts you with a problem. It is impossible to list every situation life can hand you, however, here are three scenarios that show different aspects of life. You’re a seventeen year-old girl who has just found out she is pregnant. Your boyfriend, afraid of the situation, has left you. Your parents, deeply religious, have shunned you. Your aunt allows you to stay in her house but disapproves. You are left alone to take care of yourself—sacrifice your childhood. In the next scenario, you’re a grown man. Your father has just suffered a severe stroke, his third in as many years. He is unconscious, in constant suffering, and kept alive, only by respirators that breathe for him. You must choose whether to keep him alive on the machine or pull the plug and let him die—decide his fate. Finally, you’re a 19 year-old college student that has to write a major essay. You haven’t made an effort all year. And if you donâ €™t write a reasonable paper you will probably fail the class. It’s not a difficult assignment but you have to find time, research the subject, and not loose sight your goal—take the responsibility. Ursula K. Le Guin was presented with responsibility when she saw the sparrow trapped in the cage (564-565). She could have just walked away, but she took it upon herself to find help. In our lifetimes, life provides a problem, and we must find a solution.   Ã‚  Ã‚  Ã‚  Ã‚  Next, you have to decide whether to face the problem at hand, or ignore it. Let’s say, in that the first scenario you face your problems, just as Barrett Mandel faced his problem—the inability of university students to write proficient papers. You get an after-school job; study just as hard, if not harder, than you have been; and make plans for the birth.

Local Exchange Essay

When you send an email from New York to Japan, that email,is sent from your home to the local exchange point over the access network. Once it is in the local exchange it is then sent to aggregating points in different cities and counties over the regional network. Then it is aggregated and transported over the long-haul network so that it reaches the launching point at the country shoreline where it is then sent over the ocean network to Japan. Once there, the email is sent back over the long-haul or regional network to the local exchange and then on to the individual receiving the email. This occurs using mostly fiber optics so the speeds at which all this takes is at the speed of light which is approximately 127,000 miler per second. To understand how to interface with the local exchange you must first understand the different networks that comprise it. The first network being the access network. The access network is the network that connects the individual user or business with the telecommunications system. This is made up of a series of fiber-optic and copper cabling and passive and active equipment that connects you to the local exchange. The central office at the local exhange contains the switching equipment to direct your telephone, data , video, etc. to where it needs to go. The access network is very important to the local exchange since its the part that reaches the end user, who is you, and connects them. The metro network, sometimes called a MAN (metro area network), is where the information is collected from the local exchange of the service provider as well as other service providers and and then sent on to the regional and long-haul networks. The regional network, sometimes called a WAN (wide area network) is basically just a larger version of the MAN or metro network. This is usually the last point before the information is sent to the core network. The core network or long-haul networkis responsible for sending the information collected from the metro and regional networks over very long distances to the metro and regional networks of a different part of the geography, for example sending the email from New York to Japan. Because of the great distances this information must travel on the long-haul network these networks will be set up so that there is always more than one route to get to the destination point. Ocean networks are the most complicated and technically advanced  networks that connect different continents to one another. These networks are also the most expensive to install since optical fiber cables for these networks have to be installed on or under the ocean floor.

Sample Acknowledgement

We, the researchers, would like to extend our gratitude to all those people who helped and supported us in completing this term paper. We would like to thank our beloved professor, Fr. Kim Lachica, S. J. , for the lessons, guidance and advices he bestowed upon us. He inspired us to work efficiently on this project. In addition, we would like to thank him for motivating us to work hard in achieving our goals in life.Moreover, we would also want to express our gratefulness to the one who gave all of his time to us in the interview and shared his personal life experiences as an entrepreneur which also motivated us to work harder in our fields. He is no other than Mr. Steffen Eisenbarh, the owner of GROUPWORX101 Company. For without him, we would not finish this project. In addition, we express our sincere gratitude to our families who understood and encouraged us in every time we spent in making this term paper.Last but not the least, we would like to extend our heart-felt gratitude to our Almighty Father for His unending and unconditional support He had given upon us. He enlightened us throughout the struggles and experience we’ve been through in making this term paper. Without the help and support of the particular persons that mentioned above, we would face many difficulties while doing this term paper. Again, we take this opportunity to express our gratitude to the people who have been instrumental in the successful completion of this term paper.