The Characteristics Of Beowulf As Symbolized By His Swords

The Characteristics of Beowulf as Symbolized by His Swords In Beowulf, the unknown bard employs the use of swords as symbols to display the true nature of the epic hero. Throughout Beowulf, swords play a large role of simply a hero’s weapon of choice; however, the motif of swords are crucial to the development of many of the epic poem’s characters, especially Beowulf himself (Culbert 13). The reader is able to perceive Beowulf’s pride, loyalty, and strength all through the bond with his swords; accordingly, his blades can be seen just as weapons of war or as metaphors of his own personality. In Beowulf, the scop uses symbolism to display how Hrunting symbolizes the great Geat’s desire for prestige, Naegling as a symbol of his steadfast loyalty, and how all three main swords are a representation of the hero’s superhuman strength. Beowulf was a true hero, dedicated to helping others in need as illustrated by all of his incredible battles with seem ingly insurmountable opponents; however, if the epic protagonist had a flaw, it would be his pride. Although it did not directly lead to his downfall, Beowulf’s natural craving for more fame is evident when he forgoes the use of Hrunting in the battle with Grendel. The epic hero is given Hrunting as a gift and weapon of choice for coming to eradicate the barbaric descendent of Cain, Grendel (Beowulf 1455-1458). His gifted foil is described in the text as â€Å"a rare and ancient sword named Hrunting. / The iron blade with itsShow MoreRelatedCharacteristics Of Beowulf936 Words   |  4 Pagesand war. Often times the epics and traditional stories passed down are centered around battles where the hero represents strong leadership characteristics. The story of Beowulf was commonly used as a story to teach upcoming leaders powerful ways to lead. Common traits are shown in the story illustration common themes for leadership. Throughout the epic of Beowulf, an element of Anglo -Saxon culture is represented in the virtues of humility through actions, loyalty in the fighting, and the Code of ComitatusRead MoreEpic of Beowulf Essay1106 Words   |  5 Pagescentury epic poem Beowulf illustrates a loss of community, cultural values and tradition. On the other hand, an elegiac passing of an extraordinary hero and the relationship between the themes of mortality and heroism are well discussed in Beowulf. Beowulf’s character exemplifies the Germanic and the Anglo-Saxon ideals of the hero: strong, fearless, bold, loyal, and stoic in the acceptance of fate. Despite his lack of humility, Beowulf was the definition of a hero in his own time by his demonstrationRead MoreEssay on Good and Evil in Beowulf1042 Words   |  5 PagesThe story of Beowulf was probably composed in England sometime in the Eighth Century AD, and written down circa 1000 AD, by a literate scop (bard) or perhaps a Christian scribe who was possibly educated in a monastery. The poem was created in oral tradition and was transferred to writing over time. It had its roots in folk tales and traditional stories until some very talented poet put it in something very near to its current form. The poem was more than likely performed for audiences at courtRead MoreThe Ultimate Battle Of Good Vs Evil1987 Words   |  8 Pagesbattle of Good vs Evil in Beowulf The story of Beowulf involves a man who accomplishes many unbelievable feats. These feats help to save the Danes from evil beasts. The idea of good and evil opposing one another has been a topic for discussion since man’s existence. This idea is seen all around us in movies (Superheroes vs Villains), the world (ISIS), and religion (God is good, Satan is evil). The story of Beowulf is has the theme of good versus evil imbedded into it also. Beowulf is an Old English epicRead MoreEssay on Heroes of Celtic and Germanic Mythology3702 Words   |  15 Pagesarchetypical champions of Celtic and Germanic mythology exhibited similar characteristics regardless of whether or not they were Anglo-Saxon, Rhenish, or Irish. Indeed, there are many parallels between the behaviors demonstrated by the heroes of Beowulf, the Nibelungenlied, and the Tain Bo Cuailnge. Some of the most striking of these parallels are: the noble and divine lineage of the hero; the hero’s increased enduranc e and his exceptional combat abilities (including the use of powerful weapons andRead More The Use of Magic in Medieval Literature Essay2847 Words   |  12 Pagesmagic and magical creatures has been around for a long time, however, in the time period ranging from Beowulf to Malorys Arthur, there has been an evolution in attitudes and the consequent treatment of magic in medieval literature. The discussion of magic involves not only the disparity between Christian and pagan tradition but also of gender roles, most notably in the Arthurian mythos. Beowulf, Marie De Frances Bisclavret and Lanval, Sir Gawain and the Green Knight and Sit Thomas Malorys Le Morte

Stress Related Literature and Study - 4240 Words

Foreign Literature The relationships among stress, self-esteem, and suicidal ideation in late adolescents were examined in a group of college students. Multiple regression analysis indicated that both stress and self-esteem were significantly related to suicidal ideation; low self-esteem and stressful life events significantly predicted suicidal ideation. The hypothesis that self-esteem would moderate the effects of life stressors on suicidal ideation was supported at the .06 level. A significant minority of the sample indicated having thoughts severe enough to be classified as clinical suicidal ideation. In general, participants who had experienced negative life events in the 6 to 12 months prior to participating in the study had lower†¦show more content†¦Similarly, Lazarus (1993) contended that the extent to which individuals experience stress is determined by their subjective evaluations of their experiences. Therefore, if individuals appraise an event as traumatic, they will experience mo re stress from the experience than will individuals who appraise the event as nonsignificant. Researchers (e.g., Bartle-Haring, Rosen, amp;amp; Stith, 2002; Ferrer-Wreder, Lorente, Kurtines, Briones, Bussell, Berman, amp;amp; Arrufat, 2002) have noted the importance of reducing stress by helping youth develop positive perceptions of the self in order to avoid catastrophic socioemotional outcomes such as suicidal behavior. Indeed, exposure to stress by youth has been linked to severe emotional and psychological problems (Bartle-Haring, Rosen, amp;amp; Stith, 2002; Gonzales, Tein, Sandier, amp;amp; Friedman, 2001), a known precursor to suicide (Teen suicide, 1998). Campus personnel are concerned with the results of several studies showing high rates of depression on college campuses. A 2001 study of 1,455 college students from four universities (Furr, Westefeld, McConnell, amp; Jenkins, 2001) found that 53% of the respondents experienced some form of depression while at college. Additionally, 9% reported that they had thought of committing suicide, with 1% reporting a suicide attempt. The American College Health AssociationsShow MoreRelatedStress For Community Home Health Nurses856 Words   |  4 PagesPurpose of the Study The purpose of the research will be to determine strategies to deal with different areas of stress for community home health nurses. Importance of the Study This study is important because it will help nurses and supervisors to identify areas that can causes potential burnout among community nurse in the workplace, which in terms can produce stress. In addition, this study is also important because it will analyze and examine different strategies that can be put in place thatRead MoreThe Nursing Program : Clinical And Theoretical Courses Essay1471 Words   |  6 Pageschallenges that may cause students to experience stress (Chan et al., 2009). Nursing students who involve in a wide range of clinical duties during their learning in clinical settings share similar stressors as professional nurses experience. In addition, nursing students also have stress related to their educational studies and personal/social experience (Pryjmachuk Richards, 2007). Existing evidence indicates that nursing students have higher levels of stress than students in other disciplines (BeckRead MoreThe Effects Of Mindfulness Interventions On Health Care Professionals And College Level Students1543 Words   |  7 PagesLiterature Review In the area of health care professionals and college level students, there is evidence supporting increased stress in these populations. While these are very busy lifestyles, it is important for these individuals to engage in self-care techniques to reduce stress, which in turn could increase emotional health, physical health and life satisfaction. Research supports mindfulness practices used with students and healthcare professionals decreases perceived stress, anxiety and increasesRead MoreOccupational Stress and Scientific Monitoring1518 Words   |  6 Pagesï » ¿Occupational Stress and Scientific Monitoring A Research Outline Name Grade Course Tutors Name Date Table of Contents TOC o 1-3 h z u HYPERLINK l _Toc349820919 Abstract PAGEREF _Toc349820919 h 3 HYPERLINK l _Toc349820920 Occupational Stress and Scientific Monitoring PAGEREF _Toc349820920 h 4 HYPERLINK l _Toc349820921 A Research Outline PAGEREF _Toc349820921 h 4 HYPERLINK l _Toc349820922 Preliminary Title PAGEREF _Toc349820922 h 4 HYPERLINK l _Toc349820923 Aims and ObjectivesRead MoreIntroduction . Moral Stress. Moral Stress. Moral Distress1701 Words   |  7 PagesIntroduction Moral Stress. Moral Stress. Moral distress according to Detienne et al. (2012) is referred to a commix of ethics and moral conflicts; paying close attention to moral distress as it relates to intensity and frequency. Moral distress has no formal definition, but encompasses perspectives, internal and external constraints, values, etc. that can impact workplace performance and outcomes. Detienne et al. (2012) assess the relationship between moral stress as a consequential soothsayer ofRead MoreSample Research Paper1642 Words   |  7 Pagesshould contain the following parts: Components of a Research Proposal I. Statement of the Problem The problem statement is the guiding theme of the proposal. This section should include a statement of the purpose of the study and should specify its objectives. Purpose of the Study. This section should explain why the research is being conducted. It should establish the importance of the problem addressed by the research and explain why the research is needed. For example, it might establish the seriousnessRead MoreNursing Work Environment And Nurse Caring : Relationship Among Motivational Factors, Burtson And Stichler1511 Words   |  7 Pagesarticle, Nursing work environment and nurse caring: relationship among motivational factors, Burtson and Stichler (2010) outline a correlational study involving a sample of 126 nurses which were chosen from nine medical-surgical units, two emergency room units, and two critical care units in two different geographical locations. The abstract to this study is very informative as to what is contained within the article. Also, it clearly states the purpose of the research in the first sentence. In theRead MoreThe Effect Of Neighborhood Environment On Birth Outcomes993 Words   |  4 Pagesmediation by psychosocial, behavioral, and biological factors. Authors provided the reasoning for their study by indicating that the effect of neighborhood on birth outcomes has been well-documented in the literature, still the mechanism by which neighborhood context affects these outcomes was not clear. Their review of the literature was very comprehensive in that it covered many aspects related to the complex relationships between neighborhood context and birth outcomes. However, they only brieflyRead MoreActive And Working : Managing Acute Low Back Pain Essay1741 Words   |  7 PagesCHAPTER 2 Literature Review ACTIVE AND WORKING: MANAGING ACUTE LOW BACK PAIN IN THE WORKPLACE Nearly every working adult has experienced back pain in their life. Acute back pain is very common especially for working adults. Nine out of ten people will feel either an acute or severe back pain at some time in their lives. The usual thinking of people is that if you are experiencing back pain, you should rest and just lie down. But if it is possible, it helps when you still stay active and at workRead MoreEssay on Literature Review: Nurse Retention 1377 Words   |  6 Pages2030 (Rosseter, 2014). The nursing shortage is directly related to the increased rate of the population growth, the decrease in enrollment of new nursing students, the aging population as well as the problem of nursing retention (STTI, 2014). In order to determine interventions that are necessary to retain the nursing workforce, evidence-based research must be reviewed to understand strategies needed to alleviate this problem. The literature reviewed shows a direct relationship between nursing retention

5 Revision Tips For International and ESL Students Free Essays

Revision for exams is a daunting and unwelcome task for any student; however if you are an International or ESL student studying in a foreign county, revision might be even more challenging than normal. Fortunately our site recognises this difficulty and have helped thousands of ESL or international students to revise effectively and to pass their exams with amazing success. Here are our top tips Revision Tips For International and ESL Students: Improve Your Vocabulary Most ESL students write using their existing vocabulary – words that come to you without much thought. We will write a custom essay sample on 5 Revision Tips For International and ESL Students or any similar topic only for you Order Now This is understandable because, as you write and think you have to juggle many things in your mind; however, sometimes this can sound too casual or disjointed in an essay. Instead you can improve your writing by up-grading, or improving, your vocabulary: use a highlighter pen when revising to mark certain vocabulary items. For example, yellow for nouns, green for verbs, and other colours for adjectives, transitions and so on. Go through your work and ask yourself: â€Å"Is that word the best I can do?† Do the words actually express what I want to convey? Either you can think more carefully about words you know or go to a thesaurus. A thesaurus is a book like a dictionary except that it lists words of the same meaning. You can buy print versions, Roget’s Thesaurus being the most famous, but most electronic dictionaries and computers have them. Not all examples in a thesaurus will mean the same thing so you need to cross-reference with a dictionary to make sure it is the meaning you really want. Create a Checklist of Your Weaknesses This is fairly simple: understand what kinds of mistakes you make or habits you have that weaken your writing. If you don’t know, look back at any work that has been corrected by a tutor, or speak to you tutor directly about this. Often the same mistakes are madeDo you forget or mix up articles (a, an, the)This can help you to create a checklists of your mistakes you could use. Make a list of these things, keep it somewhere prominent and refer to it when you check your writing. ‘Listen’ to Your Essay As you write and re-read your work, your eye and brain become used to seeing the words. In some cases you become too familiar with your own writing so you miss small mistakes. Read your own writing aloud (in English) will help, but you have to vocalise, or say, the words clearly. As you do this you may catch some things. But, the next step is important. You can also try recording yourself reading your essay and then play back the recording. This will help you to: catch small mistakes (articles, tenses, grammar etc.) realise the rhythm of your writing is too monotonous (similar word length etc.) find you don’t move smoothly between ideas and sections (transitions) see (hear, actually) you have used the same word too much or the words are too simple (vocabulary) Pause and make corrections to your writing as you listen, and do it a number of times to be sure. At first you may be shy doing this recording and even shocked at hearing yourself speaking in a foreign language, but it is a good exercise to do. Check Spelling Backwards! Computers can check spelling for you but electronic spell checks are not perfect. Firstly, spell check using your computer, then read your writing backwards, in reverse. When we read we group words together in our mind. We do not (or should not) read each single word individually, so we might overlook spelling mistakes or omissions in the process. Reading from back to front makes us focus on individual words and we can more easily pick mistakes. Find a Friend It is advisable to have another person read your final essay before you submit it. If it is someone in the same class or who has the same assignment you can do it as an exchange. A native speaker of the language would also be helpful, but perhaps too helpful. A native speaker who is not a teacher might tend to do too much work for you and you will not benefit in the long-term. Find a friend who is willing to spend some time on your writing and give you constructive comments, advice and criticism. If you are a friend, be honest about where you think improvements can be made. If you are the writer, be open to criticism and consider the advice you are given. Both of you would benefit from the task of peer review, which is what we call this. A peer is someone who is equal to you such as a classmate or fellow student. Often a peer can give you much more feedback than a teacher who might have many papers to check. How to cite 5 Revision Tips For International and ESL Students, Essay examples

Theater Essay Example For Students

Theater Essay TheaterGreek TheaterAlthough theaters developed in manyparts of Greece, it was in Athens, where the most dramatic styles the worldhas known was formed. Ancient Greek theaters were built in naturalopen air sites on conveniently shaped hills. This allowed a greatmass of people to enjoy a show at one time(The Ephesus could hold 56,000people) Unlike later dramas, which could be endlessly duplicated,Greek manuscripts existed as a single, fragile piece. Many of themhave been destroyed over time, and the few that have survived are treasured,and said to be priceless. Due to the immense size of the audience,actors placed emphasis on exaggerated action and speech. And, colourfulsymbolic masks and costumes where used. Medieval TheaterMedieval Theater started in churches the reason why medieval plays were about bible stories. At first,it became customary for priests to act out brief scenes during Christmasand Easter. These acts attracted large crowds, and more elaborateversions were created, when crowds increased so much, that seating extendedout onto the steps and streets. Finally the church refused to allowedpriests to partake in any such events again, so ordinary people began theseperformances outside. Performances were set in the town square,with several stage settings around the square. This was as such,because there were no proper theaters, or areas large enough to hold theentire stage. Elizabethan TheaterEnglands theater developed rapidlyin the years following the defeat of the Spanish Armada. The dominantfeature of Elizabethan theater was the stage. There were three partsto the stage:1 The fore stage, which jutted outinto the audience a fare way, this was used for outside scenes. 2 The inner stage, this was usedfor scenes inside a building. 3 An upper stage or balcony, whichwas used for miscellaneous purposes. There were three parts to the stage,as there were no scene changes, or breaks during the play. Very littlescenery was used, so the actors had to create the illusions of a scenethrough there voices and dialogue. This lead to a more poetic script,and poets became the main source of script writing. Restoration TheaterThe restoration theater had itstragic dramas, but the majority of the plays were comical. Many elaboratemachines, were used to create the scene. The stage was a very clever idea,in that on the sides of the stage, large back shutters were painted withthe scene. The stage slightly jutted out, but not into the audience. It was at the front of the stage were most of the acting took place. Modern TheaterModern theater has developed throughoutthe years, incorporating several aspects from the different theaters Ihave talked about. The theater is behind the proscenium arch, whereall the acting takes place. The acting space can be closed off bya curtain, this allows for scene changes. The emphasis is on creatingthe scene through lighting, and music. The acting, and dialogue depictsreal life, and is not exaggerated in any way.

Beginner English Grammar Review

Beginner English Grammar Review Once youve taught a beginning level class for a few months, its time for review. There are so many new learning points over the course of a class that students need to revisit what they have learned. In order to do this, we like to do a bit of what we call grammar banging. Students take a quiz which has a question for each type of learning point the class has covered. The point of this exercise is to encourage students to discuss each point to review together. We like using this exercise in small groups to raise awareness of what has already been learned and where problems still lie. The sheets provided in these grammar banging reviews are very effective because each question focuses on one important, specific area. Aim Grammar review of the most important intermediate level English tenses, structure, and functions Activity Grammar banging multiple-choice review lesson with each question focusing on a specific point Level Beginner Outline This is straight-forward stuff. Make the copies and give them to the students.Have each student do the sheet by him/herself.Ask students to compare answers and discuss differences, each student trying to explain his/her choice.A correct sheet as a class. Review each grammar point quickly - you should get a lot of Oh, yeah.....Give the students an unmarked copy of the same exercise to repeat at home to solidify the review exercise. Grammar Banging - Review your English - 1 Choose the correct word to fill in the gap. Are there ______ apples in the kitchen?muchanysomeThat is _____ interesting book.theaanI went ______ church last Sunday.atintoWhat _____ he like? - He is very friendly.doesdidisI ________ a new car last month.boughthave boughtbuyedHow ________ money do you have in your pocket?manyfewmuchHe came ______ home late last night.-attoJack is a nice boy, and I like _____.-himhisI get up ______ seven oclock every day.inonatI like __________ music.listenlisten tolistening toWhat __________ in your free time?you dodo you doare you doingMy father _______ in a bank.worksworkis workingWould you like _______ coffee?anyansome Exercise 1 Printing Page Beginner Grammar Banging Page 2Back to lessons resource page

Ofcom and Product placement following the changes in European broadcasting legislation The WritePass Journal

Ofcom and Product placement following the changes in European broadcasting legislation Introduction Ofcom and Product placement following the changes in European broadcasting legislation IntroductionConsumer BehaviourMethodologyReferencesRelated Introduction UK Regulatory company Ofcom (2011) state that, â€Å"Product placement is when a company pays a TV channel or a programme-maker to include its products or brands in a programme†. Product placement has been allowed on UK television for many years in the form of movies and international programmes but regulations have been relaxed as of 28th February 2011 in accordance with the recent changes in European broadcasting legislation (Ofcom, 2011). Consumer Behaviour In order to examine the effectiveness of product placement, it is important to first understand how consumers behave and ways that we can best communicate our advertising message to them. Seminal papers on the topic of consumer behaviour (Stigler, 1961) suggest that consumers behave in a rational and predictable manner. Research done by Stigler (1961), suggests that consumers will continue to perform an information search on a product until the costs of doing so out weight the benefits. Kotler (2003) goes on to suggest that purchase is a purely rational response to a problem and identified that the consumer must execute several steps in order to resolve the problem. Mowen (1988) suggests a five stage purchase process whereby the consumer behaves in a linear and economically rational fashion. Simon (1957) suggests that consumers are limited by ‘bounded rationality’ and that we have the ability to perform simple rational problem solving tasks but are unable to rationally perform complex problem solving tasks. The theory suggests that in order to perform complex rational problem tasks we must eliminate some of the outcome variables. The simplicity and linear structure of consumer behaviour was first questioned by Palda (1966), in relation to advertising theories suggesting that existing consumer behaviour theories did not allow for whimsical decisions of the consumer.   Christensen, Torp and Firat (2005), note how in our postmodern markets fragmentation is a predominant feature and as consumer choice increases, nuclear family structures decline in numbers resulting in an ever increasing number of markets. Goulding (2003) has also analysed the difficulties presented to the postmodern consumer as segment and market fragmentation increase the level of choice and make it difficult for consumers to perform problem solving tasks (Kotler, 2003). According to Simons (1957) and Gouldings (2003) theories, it could be argued that brands and lifestyle products help to eliminate consumer choice outcome variables by projecting a set of aspiration values to define themselves in the marketplace. The consumer is then able to align themselves with a brand that best reflects the desired projected lifestyle the brand represents (Reynolds, Gengler and Howard, 1995). Jacoby et al., (1977) argue brand names (along with packaging, price and other branding indicators) make this decision process easier for the consumer as they are provided with a ‘chunk’ of learned information associated with the brand reducing the need for further unnecessary information searches. According to this theory, strong brand equity can add significant advantage in today’s saturated market places as it is the added value to a product or service (Farquhar, 1989). Brand assets add or subtract value and thus to the brand equity (Aaker, 1991) and these assets are communicated through marketing strategies. Keller (1993) suggests measuring brand equity serves two purposes: to establish the financial position of the brand and to establish brand differentiation benefits built through the brand assets. In his summary of brand knowledge, Keller (1993) suggests that brand assets belong under types of brand association and within this are categorised into attributes, benefits or attitudes. In an advertising perspective, it is important to fully utilise brand assets in order to enhance brand differentiation in the marketplace (Wright, 1973). Marketers use forms of advertising to communicate these brand attributes, of which there are two basic theories of how advertising works; cognitive theories and affect theories. Cognitive theories were the first advertising theories suggested and assume the consumer as ‘a purely rational information-processor’ (Ambler and Vakratsas, 1996). It is likely that in 1898 the seminal advertising theory model AIDA (attention, interest, desire and action) was developed by St. Elmo Lewis (Strong, 1925, p.76). Colley (1961) presents a similar model known as DAGMAR whereby the consumer is first aware of the product and involvement is also a mediating factor. The consumer then experiences an affect response and finally a conative response. The simplicity of these models and assumption of consumer predictability was first criticised by Palda (1966) and is juxtaposed with affect theories. Affect theories suggest that brand attitude and favourability is formed in a post advertisement ex posure scenario through classical conditioning (Lavidge and Steiner, 1961). This suggests that affect theories could change attitudes through a number of exposures known as the ‘Mere Exposure Effect’ (Zajonc, 1968). More modern theorists (such as Batra and Ray, 1986 and Biehal et al., 1992) suggest that in low involvement situations liking the ad can have positive effects on brand attitude which is in some circumstances linked to brand persuasion and choice. Theoretically it could be argued this is where the idea of product placement stems from. If the entertainment medium the placement is contained in is considered ‘the advert’, as consumers liking for this increases so should the liking for the brand. Lutz et al. (1983) propose 5 influencers which will affect how the advertisement is perceived: (a) the credibility of the ad; (b) other perceptions of the ad; (c) attitude toward the advertiser; (d) attitude toward advertising in general; and (e) the recipients general affective state or mood at the time of exposure. These 5 antecedents could be applied into a product placement context when considering Petty, Cacioppo and Schumann (1983) peripheral processing theory. This theory suggests that a person’s change of attitude can occur not purely through logical consideration of the pros and cons of an advocacy but that an attitude change can be influenced by positive or negative cues or the individual’s disposition before exposure to the advocacy (Batra and Stayman, 1990). William’s (2001) findings on the influences soap operas can have on developing nations support the application of these 5 perception influencers in a product placement context. Williams (2001) found that non-advertising soap operas were creating a demand for sewing machines and condoms in developing countries. This suggests that attitudes towards the programme or movie (or the characters placed within it) can have an effect on purchase intention, perception and behaviour even when no brands or products are spe cifically being promoted. Karrh (1998) has found that products placed in a movie elicit better explicit memory brand recall then those that are not placed within a movie. Conversely, brand favourability is positively enhanced after exposure to a prominent placing when viewers have reported a disliking to a product placement medium or television programme (Cowley and Barron, 2008). It is important to note that in these circumstances the product placement was very prominent and lacked modality to the plot. A common finding within the literature suggests that modality and plot connection to the product or brand being placed can increase positive attitude change in subtle product placements. Russell’s (2002) research on modality and plot connection to product placement effectiveness shows that if the brand placement is well connected to the plot it can have a positive effect on attitude change. Hudson and Hudson (2006) discuss the increasing use of placements of placements with high levels of plot modality and the stronger emotional connection this technique can potentially create with the target. Russell (2002) also found that in low plot connections visual only placements could be more persuasive then audio only placements. Interestingly, Gupta and Lord (1998) found that in high modality placement situations there was a 37.5% brand recall rate for audio only placements in comparison to a 5.6% recall rate for visual only placements. Law and Braun’s (2000) research also ref lects these audio/visual comparison results. If there is little modality between the brand and the plot this can unfavourably effect brand attitude and the brand is often discounted if it is a subtle placement. Conversely, a highly prominent incongruent placement can result in increased brand recall and better explicit brand memory (Von Restorff, 1933; Russell, 2002; Brennan et al., 1999; d’Astous Chartier, 2000). Yang and Roskos-Ewoldsen (2007) discuss the consequences of better understanding the consumer’s ability to process and comprehend the story within a movie or television programme and how it can affect explicit memory. They suggest using situation models and identifying enablers within the story line in order to better place a product within the plot. They use the example of Reece’s Pieces in the movie E.T. and how they are used to lure the alien inside the house. Here, the product is described as the enabler as it enables the plot of the film to progress forwards. Attempting to obviously elicit a strong explicit memory response can have repercussions. Bhatnagar et al. (2004) uses the adverse reaction to Fay Weldon’s book The Bulgari Collection as an example of the critique and negative associations that can occur as a result the palpable placement of Bulgari jewellery in the title. Balasubramanian (1994) suggests that these adverse reactions and cognitive dissonance are created through the knowledge that it is a persuasion effort. In their seminal paper, Friedstad and Wright (1994) were able to identify that consumers have developed a way of coping with persuasion attempts in order to achieve their own goals such as a consumers internal beliefs as to how they process and utilise a persuasion attempt. The model illustrates how the agent’s topic, persuasion and target knowledge leads to a persuasion attempt. When in contact with the target this then becomes the persuasion episode and leads to persuasion coping behaviour. This expos ure can then potentially lead to topic knowledge, persuasion knowledge and even agent knowledge. Bhatnagar et al. (2004) believe that it is most consumers’ unawareness to the fact that a product placement effort is a persuasion attempt is what makes it successful. Karrh et al. (2003) conversely claim that placements unable to induce brand recall with the target are deemed unsuccessful, this could be due to the fact that recall demonstrates a cognitive response which according to early advertising theories (Colley, 1961) may lead to an affect state and eventually a conative response. Studies have however shown that despite inability to perform brand recall, high frequency placement exposures where persuasion knowledge is low and involvement is high have shown to positively affect brand attitudes (Matthes et al., 2007). The ‘Mere Exposure Effect’ should also be considered here as it suggests an individual’s favourability towards a target will increase with each target exposure (Zajonc, 1968; Kunst-Witson and Zajonc, 1980). There is great debate not only in the literature but also from a regulatory perspective, about the ethical validity of a target’s topic knowledge without persuasion or agent knowledge. This type of knowledge is stored using implicit memory. Law Braun-LaTour, (2004) discuss the importance of considering both implicit and explicit memory when exploring product placement. Findings produced by Bhatnagar et al. (2004) indicate the potential power of product placement through the fact that participants involved in their study were able to perform brand recall yet were unable to recall where and when the brand was placed suggesting the application of implicit memory. Schacter (1987) examines a history of implicit memory and how subjects involved in implicit memory studies do have the ability to learn without cognition. Kunst-Wilson and Zajonc (1980) exposed subjects to geometric shapes for a period of time which was deemed too short for them to consciously acknowledge (1 ms) thereby reducing the chances of explicit memory recall. Despite this subjects involved were able to show implicit memory use through distinct preference of shapes they had been exposed to. Research has shown that not only does implicit memory give an individual the power to recall without cognition but it can also influence perception and attitude (Bargh and Pietromonaco, 1982). Bargh and Pietromonaco (1982) exposed subjects to subliminal hostile words and then asked the subjects to rate a target. The subjects exposed to the hostile words consistently rated the targets more negatively than the control group. Lewicki (1985) found that after subliminal exposure to adjective-noun pairs (for example big-dog), subjects had a tendency to choose the preceding adjective when asked how they â€Å"felt† about the noun (for example is the dog old or big?). Despite the inquisitive experiments in the early to mid 1980’s, advertisers had already been using subliminal techniques for thirty years. In 1957 Coca Cola produced its first subliminal advertising attempt provoking public outrage and shock (Moore, 1982). Audience members viewing a movie in progress were presented with superimposed flashes of ‘Eat Popcorn’ and ‘Drink Coca Cola’ on screen. After these exposures, sales of popcorn and Coca Cola during the movie increased by 57.5% and 18.1% respectively (Rodgers, 1992). The ethical indignation is the issue of directly influencing audience members – without their knowledge – to buy a product they neither desired nor required (Klass, 1986). It has been suggested that some practitioners might consider product placement to be a subliminal method of advertising (Karrh, 2003; Balasubramanian, 1994; D’Astous Chartier, 2000). If the subject does not experience persuasion knowledge and the persuasion effort is below the conscious threshold, does this mean they are being subliminally targeted? Conversely it has been accepted that even advertisements above the conscious threshold level do not always reach a subject’s conscious level (Klass, 1986). This could explain the delicate issue of product placement aimed at children who are often unable to recognise even obtrusive persuasion attempts (Auty and Lewis, 2004). The ethical concerns associated with product placement could explain the independent UK regulations authority for the UK communications industry, Ofcom’s (2011) effort to make product placement ‘transparent’ and ensure ‘consumer protection’ in the UK. New regulations (see appendix 1 for a full list of UK regulations) state that a special product placement logo (consisting of the letter ‘P’ with a bold outline – appendix 2) must precede the beginning, recommencing of a programme containing paid-for brand placement and again at the end. Ofcom (2011) have provided basic information on product placement, the changes in law and what UK consumers are now to expect on their website and are also broadcasting campaigns to raise awareness of the regulation changes. In addition, measures have been taken by Ofcom (2011) to further protect consumers by insisting placements must be ‘programme-related material’ and banning the placem ent of smoking, alcohol, gambling, instant formula, any product that is already banned from appearing on television and food and drinks high in salt or sugar. The restrictions on placing ‘programme-related material’ only could mean that brands advertising on UK television could see greater brand attitude transformation (Russell, 2002) and a reduced brand memory function (Von Restorff, 1933; Russell, 2002; Brennan et al., 1999; d’Astous Chartier, 2000) unless it is in an audio only situation (Gupta and Lord, 1998; Law and Braun, 2000). Product placement as an evaluation of a mass media =   Product Placements in Movies: A Cross-Cultural Analysis of Austrian, French and American Consumers Attitudes Toward This Emerging, International Promotional Medium.(Statistical Data Included), Journal of Advertising, | December 22, 2000 | Gould, Stephen J.; Gupta, Pola B.; Grabner-Krauter, Sonja = uses a US movie and collects a questionnaire across international boarders in order to study brand perceptions on a multi national basis. Uk product placement will be directly targeted at a UK audience. Will it be at the right target audience if it is in the right programme and the right characters are using it? Celebrity endorsement theories hold the potential to providing additional leverage for placed brands.   Research has suggested that the use of celebrity endorsements can lead to an increase in brand favourability (Till et al., 2008) and even an indirect increase in brand equity (Spry et al., 2011). Comparable to the ‘parasocial theory’, Agrawal and Kamakura (1995) discuss how a successful celebrity endorsement can reflect some of the brand’s attributes. Halonen-Knight and Humerinta (2010) concur with this theory, suggesting that meanings and values can be transferred from the celebrity endorser to the brand and vice versa. White et al., (2009) attract our attention to the possibility of negative attitude transference from the celebrity endorser to the brand if the endorser’s reputation has for some reason been compromised. Silvera and Austad (2004) have suggested in their study that the target’s perceived similarities between themselves and the end orser can be an influence when measuring celebrity endorsement effectiveness. This principle could theoretically be applied to the target’s perceived similarities between themselves and a character within the television programme using or wearing the placed brand. Russell and Stern (2006) found that consumers align themselves with placed products in accordance with how characters in the programme align themselves with the product. Their research discusses the ‘genre theory’ whereby characters are associated with the brands and products they use in order to help the viewer identify the character’s social grouping. The ‘parasocial theory’ suggests that viewers form attitudes and relationships with sitcom characters and the running length of a sitcom is therefore important so as viewers can form a deeper, trusting relationship with the character. The ‘parasocial theory’ could mean that placements within television programmes could be more effective then product placements in movies (Avery and Ferraro, 2000). These theories are combined by the ‘balance theory’ which is based upon Heiders (1946, 1958) balance theory in social psychology and explains an individuals desire to maintain consist ency among a triad of linked attitudes. Using celebs helps to gain audience attention Limited capacity of attention? Gamers are they more focussed then passive viewers? Advertising noise Practitioner attitudes towards product placement Bhatnagar et al. (2004) claim that â€Å"companies expect consumers to form attitudes towards brands based on the contexts in which they are presented† suggesting that industry professionals have a simplistic and linear approach to product placement. Difficulties in measuring product placement performance, helps to relieve squeezed income streams due to recession for broadcasters, practitioners might think it will help them get around the problem of ad avoidance behaviour Product placements trends – more zapping, gupta and lord 1998 found that product placement induced better brand recall then commercial advertisements, saturation of advertising mediums Ben Kozary and Stacey Baxter http://anzmac2010.org/proceedings/pdf/anzmac10Final00353.pdf, ad avoidance behaviour, Marian Friestad and Peter Wright pre-empt = teaching adolescents when they are being targeted Go back through literature review and fill in with papers already printed Methodology Avery and ferraro 2000- virtually impossible to tell what products are deliberately placed and which ones feature as part of the set Important to firstly establish the level of modality the brand has in the examples to be used in the research Difficult to distinguish between the effects of product placement and other ongoing promotional campaigns in the research (suggested by batnagar et al http://apps.olin.wustl.edu/faculty/malkoc/Chapter%206.pdf ) Good for how to measure product placement ideas: juhl.co.uk/the-effectiveness-of-product-placement-in-video-games.pdf by Jasper K. Juhl good for research ideas RECEPTIVENESS OF GAMERS TO EMBEDDED BRAND MESSAGES IN ADVERGAMES: ATTITUDES TOWARDS PRODUCT PLACEMENT Tina Winkler and Kathy Buckner psychological memory tests have in the past largely used free recall cued recall and recognition, To test implicit memory instead of being asked to try to remember recently presented information, subjects are simply required to perform a task, such as completing a graphemic fragment of a word, indicating a preference for one of several stimuli, or reading mirror-inverted script; memory is revealed by a facilitation or change in task performance that is attributable to information acquired during a previous study episode: History and Current Status, Daniel L. Schacter, Journal of Experimental Psychology: 1987, Vol. 13, No. 3. 501-518 â€Å"An evaluation of the potential of Product Placement within UK   TV advertising.† Or â€Å"Product placement in UK TV advertising an exploratory study.† Objective 1 Determine whether product placement improves brand recall among consumers. Objective 2 Examine whether product placement influences consumers’ attitude towards the brand. Objective 3 Explore the importance of congruency between the placed product and programme format. Objective 4 Assess whether product placement increases the likelihood of purchase of the placed brand. We can play around with the precise wording of these, but basically it is getting at the key theme of Does product placement a) raise awareness b) influence how the brand is perceived c) Lead to purchase?   These are the things that really matter with advertising. Questions for Joe: Do I need to put examples in? Do I need to connect the theory with practise more in the literature review? Do the topics I have sketched in my methodology need to go in the literature review instead? do I need to define implicit and explicit memory? Do I need to talk more about product placement at the start? References Aaker, D. (1991) Managing Brand Equity: Capitalising on the Value of a Brand Name, Free Press, New York Agrawal, J., Kamakura, W.A. (1995), The economic worth of celebrity endorsers: an event study analysis, Journal of Marketing, Vol. 59 No.3, pp.56-62 Ambler, T., Vakratsas, D., ‘The Pursuit of Advertising Theory’, Business Strategy Review, vol 7, issue 1, pgs 14-23, March 1996 Auty, S., Lewis, C., ‘Exploring Children’s Choice: The Reminder Effect of Product Placement’, Psychology and Marketing, Volume 21, Issue 9, pages 697–713, September 2004 Avery, R., Ferraro, R., ‘Verisimilitude or Advertising? 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Global civilization Essay Example | Topics and Well Written Essays - 500 words

Global civilization - Essay Example The legend of Napoleon came about in form of effective internal governance. Code of Napoleon and other associated functions were the gift of his works. Napoleon Bonaparte consolidated his power and in turn enforced the influence of France in the affairs of Europe. For next fifteen years Napoleon single handedly took upon the rest of the European states and created panic in their ranks. The Tsarist government and rule came to an end towards the later part of First World War. It was brought about by number of events. The disturbances and nerviness within could be felt from the middle of 19th century. The decay of the monarchy from within was another factor. The appearance of the likes of Rasputin did not help the cause and made it further worse. The elements of Rasputin only added controversy and scandal to the existence of the monarchy (Garrard & Newell, 2006, 180). The war with Japan did not go too well either. The Dumas established as an attempt to bring about reforms did not auger well for the Tsar. In the light of these events, the commoners were dissatisfied and demanded a revolution. Vladimir Lenin was the pioneer of this entire movement and he organized the party of Bolsheviks in an effective manner to stage an upset and revolution. Woodrow Wilson was the first American President who aimed at breaking the American isolation from the global affairs. This came about in the form of the 14 points of Woodrow Wilson at the end of the First World War. Being an important global player, it aimed at imposing its influence and contributing towards the global peace. The 14 points were an effort towards restoration of the peace and avoiding of similar affair and account. Woodrow Wilson had aimed at bringing about an early end to the war that was causing direct damages to the humanity. Although there were number of significant points in the 14 point agenda, yet the establishment of the League of Nations was one of the direct gifts of Woodrow Wilson’s ideas.