How to Write a Scholarship Essay

How to Write a Scholarship Essay A vast majority of scholarship programs applications require personal statements i.e. essays or motivational letters. It’s very rare to find a scholarship program that is based on college (or high school) transcript and application form. Your essay gives the scholarship committee a brief insight into your personality and dedication towards the achievement of your goals. This is the part where you get to showcase your knowledge, vocabulary, and let them know what makes you ideal person for that program and best essay help you will  find on this site.  With that being said, it’s important to do your best and ensure the essay you compose represents all your tremendous potential to achieve great things. Unless it’s specified otherwise, most scholarship essays should have the following format: Times New Roman font Font size: 12 One-inch top, bottom, and side margins Double-spaced 500 words In order to write a high-quality essay, you should follow tips listed below. Step 1 In most cases, you’ll get a specific topic that usually asks you to demonstrate the cases when you had to showcase your leadership or innovation skills and whether it had a difference. The choice of the topic sometimes depends on the study program. Regardless of the statement you get, you shouldn’t read it only once. Reread it a couple of times to identify the key themes and make sure you understand the topic. Step 2 Scratch under the surface to demonstrate depth. For instance, if you have to write about cases when you demonstrated leadership, it doesn’t necessarily mean the position itself. It means you should focus on changes you have made and how others responded to them. The more depth your essay includes, the more you showcase your abilities. Step 3 Use specific keywords from the essay statement throughout the text, but make sure you don’t overdo it. Also, use the jargon characteristic for certain program. For example, if you’re applying for Faculty of Business and Economics program, you should use the jargon specific for that niche. On the other hand, if you’re applying for Faculty of Arts, your essay should contain terms used to refer to different art aspects and so on. This doesn’t necessarily mean the essay should be overcrowded with these terms; their primary purpose is to show you’re in control of that specific field and eager to learn more. Step 4 Make sure the very beginning of the essay is engaging and interesting. It’s supposed to be the hook that will catch the committee’s attention. You can freely use a quote that you find perfect for that topic and link it to the body of your essay, but if you get inspired to use your own words instead of someone else’s, it’s even better. Step 5 Try contacting someone who had to write an essay for some specific study program in order to find out more about essay criteria that committee uses to evaluate the quality of applications. Let’s say you want to apply for a program of Social and Political Science. The essay should demonstrate your take on the world, current affairs, as well as to address your potential to make a difference in education and academic success. It’s important to show a deep understanding of the entire niche, society, and the world around you. Useful tips to use Follow instructions closely regarding topic, word count, and formatting Don’t use a thesaurus to find synonyms of the words you normally use. Ideally, you should never use words that you don’t know. Writing essay isn’t the time when you should risk inclusion of wrong words at the wrong moment. Although you should showcase your vocabulary, it’s important to stick to the words you do know Don’t use sentences such as â€Å"In this essay, I will†¦Ã¢â‚¬  Writing style should be concise, precise, and specific. Every word should contribute to the text Take enough time to research and adapt the essay to the specific study program you’re applying for Make it personal and passionate, committee members don’t want generic essays when you discuss the topic in a general manner, they want YOUR opinion and they want to find out more about things that YOU can do.

Significance of Tattoos

Significance of Tattoos Free Online Research Papers In the past, tattoos were commonly thought of as trashy or bad. One would often relate them to bikers, rock and heavy metal stars, pirates, or gangsters. That has considerably changed over the years. According to Swan, â€Å"In 2003 approximately 40 million Americans reported to have at least one tattoo.† Todays culture is still fascinated with tattooing. In the 1990s, tattoos were the sixth fastest growing retail behind the Internet, paging services, computer and cell phone services. 28% of adult’s ages 30-39 were tattooed and that number rose to 36 percent in the 25-29 age group. 31% of the gay, lesbian and bisexual population, regardless of age, was inked as well. Tattoos are significant because they represent and symbolize different things to many people. Erika Aldama. (2007, Febuary 8). The History of Permanent Trend. Retrieved January 13, 2008 The word tattoo is said to have two major origins- from the Polynesian word ‘ta’ which means striking something and the Tahitian word ‘tatau’ which means ‘to mark something’. The history of tattoo began over 5000 years ago. Many past cultures included tattoos in their tradition. Tattoos were used for different reasons such as communicating among spies, for criminals and slaves to be marked, culture, religious and ceremonial, or social status. The first permanent tattoo shop in New York City was settled up in 1846 and began a tradition by tattooing military servicemen from both sides of the civil war. Samuel Oreilly invented the electric tattooing machine in 1891. OReillys machine was based on the rotary technology of the electric engraving device invented by Thomas Edison. Modern tattoo machines use electromagnetic coils. The first coil machine was invented by Thomas Riley in London, 1891 using a single coil. The first twin coil machine, the predecessor of the modern configuration, was invented by Alfred Charles, in 1899.The birthplace of the American style tattoo was Chatham Square in New York City. Tattooing had little respect in American culture. Design boom. (2007). A Brief History of Tattoos. Retrieved January 14, 2008, from designboom.com/history/tattoo_history.html In the late 1960s, the attitude towards tattooing changed. Much credit can be given to Lyle Tuttle. He is charming and interesting and knows how to use the media. He tattooed celebrities, mostly women. Magazines and television went to Lyle to get information about this ancient art form. Lyle Tuttle (born 1931) is a well-known American tattoo artist and historian of the medium, who has been tattooing since 1949. He was featured on the cover of Rolling Stone magazine, after having tattooed Janis Joplin and several other notable musicians and celebrities of the time. Lyle Tuttle. (2007, June 23). In Wikipedia, The Free Encyclopedia. Retrieved January 14, 2008, from http://en.wikipedia.org/w/index.php?title=Lyle_Tuttleoldid=140156691 When deciding what type of tattoo to get, a person may want to go into the shop and look around first to make sure that it is clean and safe. Make sure that they use sterilized equipment. Then one can look at his or her â€Å"flash† tattoos. These are tattoos that the artist has designed or have placed on individuals. If the customer has a design in mind, they can talk to the artist to see if they can draw one especially for them. Sometimes they will design a tattoo that the customer wants exactly, or they might not be able to come up with what they want. If that is the case, the customer can always look on the internet or in books. Usually the individual will want something unique that no one else would have that expresses them. The most common method of tattooing in modern times is the electric tattoo machine, which inserts ink into the skin via a group of needles that are soldered onto a bar, which is attached to an oscillating unit. The unit rapidly and repeatedly drives the needles in and out of the skin, usually 80 to 150 times a second. This modern procedure is ordinarily sanitary. The needles are single-use needles that come packaged individually. The tattoo artist must wash his or her hands, and the area that will be tattooed. Gloves must be worn at all times and the wound must be wiped frequently with a wet disposable towel of some kind. Prices for this service vary widely, globally and locally, depending on the complexity of the tattoo, the skill and expertise of the artist, the attitude of the customer, the costs of running a business, the economics of supply and demand etc. The time it takes to get a tattoo depends on the size and complexity. A small one of simple design might take 15 minutes, whereas an elaborate sleeve tattoo or back piece requires multiple sessions of several hours each. Several people are afraid to get tattoos because of needles or the sight of blood. In reality the needle only goes into the skin about 1/16 of an inch. This causes very little harm to the skin which in turn produces little or no blood. In the process of the getting a tattoo, the tattooist continuously wipes the area of blood, so that it is done in a clean and professional manner. When a person is drinking alcohol, or taking blood thinners during the tattoo process this is the only time he or she may tend to bleed profusely. Karen Hudson. â€Å"How much do they really hurt?† 2007 http://tattoo.about.com/cs/pafterabvneck/a/090103.htm (December 14, 2007). Tattoos can be very painful depending on the person. Each person’s tolerance level is different. Tattoos are painful if placed in areas near the bone. Usually the best place to get a tattoo is where there is a lot of flesh. Here are some places and the pain areas†¦ Most Painful Areas: Men Abdomen, Spine, Chest Women Ankle, Spine, Ribcage Least Painful Areas: Men Buttocks, Arm, Back Women Abdomen, Buttocks, Thigh, Shoulder Karen Hudson. â€Å"Choosing Your Tattoo Design and Where to Put It†.2007 http://tattoo.about.com/cs/beginners/a/blwhatwhere.htm (December 14, 2007) After an individual receives a tattoo he or she has to make sure to keep it clean. It is normal to see redness or a little blood directly after the process. The artist will clean the tattoo and place a bandage over it. They will instruct the customer to use ointment such as cocoa butter, lanolin or AD for a couple days then switching to lotion. It is recommended to stay out of the sun to keep the tattoo from fading. One will need to look for signs of infection such as Increased pain Increased redness Red streaks coming from the tattoo Warmth around the area Pus or cloudy fluid A bad odor Fever Swollen lymph nodes Love To Know. (2007). Inking and Skin Infections. Retrieved December 14, 2007 from http://tattoos.lovetoknow.com/Inking_and_Skin_Infections Infections that could be transmitted via the use of unsterilized tattoo equipment include surface infections of the skin, herpes simplex virus, tetanus, staph, fungal infections, some forms of hepatitis, and HIV. No person in the United States is reported to have contracted HIV via a commercially-applied tattooing process. Allergic reactions to tattoo pigments are uncommon except for certain brands of red and green. People who are sensitive or allergic to certain metals may react to pigments in the skin with swelling and/or itching, and/or oozing of clear fluid called sebum. If one should notice any of these signs one must go to the doctor immediately to be treated before it causes real damage. Tattoo. (2008, January 10). In Wikipedia, The Free Encyclopedia. Retrieved January 14, 2008, from http://en.wikipedia.org/wiki/Tattoos When the tattoo is finished and healed, it will have beautiful colors and details. Several people are satisfied with the outcome. Usually it symbolizes an event in their life, so the tattoo is important and is meaningful. If the tattoo is unique, the artist may want to take a picture to add to their book. This way they can show it to other customers. People get tattoos for several reasons. For example, my tattoo represents my children, who I cherish and was also a major event that happened in my life. A tattooist has a fish to represent her astrological sign. An office worker has a sacred heart for her religious beliefs. A daycare provider has a butterfly to symbolize the beauty of life. A prison guard has a Latin phrase to remind him of mortality. A salesperson displays a ying yang to symbolize his unborn children. Some people get tattoos to show that they are now an adult and are able to make choices on their own. An individual might get a tattoo in remembrance or honor of someone who has passed away. A tattoo is a permanent and often personal reminder of a memory or a part of their history. Religious tattoos such as a cross or praying hands symbolize Christianity. Spiritual tattoos were some of the first body art to come about. Tattoos are an art and they represent life. It is important for people to express themselves. Anna Swan states, â€Å"That the tattoo business has grown significantly in the last 10 years (2006).† It is reported that 85% of people who received tattoos do not regret them (Hemingson 2007). A person might regret the place that the tattoo was put on their body, but most commonly names of ex loves are the number one regret. The ink fading in the tattoo is also a reason that tattoos are regretted. Tattoos are significant because they represent and symbolize different things to many people. Body art is becoming a very important part of today’s culture. The tattoo process is time-consuming and takes many steps before the tattoo is finished, but in the end it is worth it. Usually people are very happy with the outcome and will tend to get other tattoos later. Some say that tattoos are addicting. They are because people want to find more designs to express themselves. References Erika Aldama. (2007, February 8). The History of Permanent Trend. Retrieved January 13, 2008, from http://media.www.thetraveleronline.com/media/storage/paper688/news/2007/02/08/LifeStyle/Tattoos-2706864-page2.shtml Designboom. (2007). A Brief History of Tattoos. Retrieved January 14, 2008, from designboom.com/history/tattoo_history.html Karen Hudson. â€Å"Choosing Your Tattoo Design and Where to Put It†.2007 http://tattoo.about.com/cs/beginners/a/blwhatwhere.htm (December 14, 2007) Karen Hudson. â€Å"How much do they really hurt?† 2007 http://tattoo.about.com/cs/pafterabvneck/a/090103.htm (December 14, 2007). Love To Know. (2007). Inking and Skin Infections. Retrieved December 14, 2007 from http://tattoos.lovetoknow.com/Inking_and_Skin_Infections Tattoo.(2008, January 10). In Wikipedia, The Free Encyclopedia. Retrieved January 14, 2008, from http://en.wikipedia.org/wiki/Tattoos Lyle Tuttle. (2007, June 23). In Wikipedia, The Free Encyclopedia. Retrieved January 14, 2008, from http://en.wikipedia.org/w/index.php?title=Lyle_Tuttleoldid=140156691 Research Papers on Significance of TattoosBook Review on The Autobiography of Malcolm XCanaanite Influence on the Early Israelite ReligionHip-Hop is ArtInfluences of Socio-Economic Status of Married MalesThe Relationship Between Delinquency and Drug UseRelationship between Media Coverage and Social andPETSTEL analysis of India19 Century Society: A Deeply Divided EraWhere Wild and West MeetMarketing of Lifeboy Soap A Unilever Product

American Military English Assignment Example | Topics and Well Written Essays - 1500 words

American Military English - Assignment Example 1. Students will view the animated graphics. 2. He will ask the participants to identify the different symbols. 2. Participants will give the name of the different symbols. 3. Participants will give the meaning of each alphabet which was presented in the computer monitor. 3. Students will boot the computer and open the HyperStudio presentations. 4. He will ask the participants to give the meaning based on military operations settings 4. Let them give the meaning. 5. The teacher will ask the participants to give the proper sound of each alphabet with assigned meaning. 5. Participants will pronounce the words presented on the monitor. 6. He will allow the participants to view the movie for familiarizations of sounds (Pronunciation). 6. The participants will view and listen to the movie. 7. The teacher will ask the participants to view the new animation and read the alphabet symbols with the assigned word. 7. The participants view the animations and read the alphabet symbols with the assigned word. 8. The teacher will ask the participants to spell out the symbols of the English alphabet with word meaning. 8. Participants will enumerate the symbols of the English alphabet with word meaning. 9. The teacher will ask the participants if they usually encountered the word meaning in every operation. 9. Participants will explain their previous experience with alphabet symbols with the assigned word. 10. The teacher will ask the participants to try out different animation and graphics 10. Let them do another designed animations. VII. Evaluation: A. Give at least five different symbols of the English alphabet with word meaning you encountered in the discussions. 1. _______________________ 4. _______________________ 2....This can further be enhanced with the use of HyperStudio which is a multimedia software program system using McIntosh computers. The delivery of the lesson requires having a copy of HyperStudio and tutorial running simultaneously on a preferable McIntosh computer system. This will allow receipt of help from McIntosh when assistance is necessary.1 The "Table of Contents," located at the left of this page, allow you to skip those parts of the program that you already feel comfortable with. If you already understand how to insert text into a Word document you do not need to waste your time reading how to do it again here. For those of you that would like to take this tutorial step by step, there is a "Next" button at the end of every page that will take you to the next page in the tutorial. Good luck, have fun, and most of all, do not be afraid to explore HyperStudio. We have covered most of the basics for creating effective hyperlinked presentations, but we do not have space to cover all of the wonderful tools thatHyperStudio comes with. Try new buttons and shortcuts to see what happens. A new stack in HyperStudio is akin to a stack of index cards. Your presentation will be a "stack" of these index cards placed one on top of the next. A stack is the entire presentation, made up of those cards. The first step in getting HyperStudio rea

Reflection paper Essay Example | Topics and Well Written Essays - 1000 words - 3

Reflection paper - Essay Example The role of books has been downplayed to an extent where books are slowly fading off the scene. Literary works such as Harrison Bergeron, The Cold Equations, The Pedestrian, The Pit and the Pendulum and 1984 are some which deserve to be read on by generations to come due to their remarkable content and style. Harrison Bergeron by Kurt Vonnegut is set in the future where government control is quite strong. Harrison is the fourteen year old son of Hazel and George but has to be taken away from his family by the government (1). Equality is strictly implemented, which means everything or everyone has to be average. This implies that no one can be stronger, more beautiful or more intelligent. Equality, in essence, is maintained through the use of â€Å"handicaps† (Vonnegut, 1). This is one reason why George has a radio implanted in his ear that inhibits his thought process by using periodical noise tuned by the transmitter controlled by the government. The story provides a graphical journey to the future where individual qualities are suppressed and technology dominates social lives while the government presents the worst form of a controlling authority. Due to its far-thinking storyline, the book should be read by people and thus should be kept from the hands of the firemen. Another futuristic story, although controversial, is presented by Tom Godwin in his book The Cold Equation. The book is set in a science fiction like setting where an EDS (Emergency Dispatch Ship) is heading towards the planet Woden. According to the rules, any stowaway discovered on the way is to be jettisoned off the EDS (Godwin, 1). The pilot faces the dilemma after he finds an eighteen year old young girl named Marilyn, who wants to see her brother after ten years. However, in the desperation of the situation, Marilyn is ejected out of the spacecraft out into the space or the whole EDS could have suffered. Again, the book wonderfully creates a fictitious

Black is, Black Ain't Essay Example | Topics and Well Written Essays - 250 words

Black is, Black Ain't - Essay Example Twenty years back Marlon Rigg produced a documentary with a title â€Å"Black is†¦ Black Ain’t†, main theme of the documentary was to present the real life experiences of African Americans. Rigg wanted to criticize the element of prejudice that had affected the lives of people who had a darker skin. The documentary does not restrict its focus on any particular class of African Americans, rather it offers a deep insight into the lives of people belonging to same origin, and enjoying different socio-economic status (Riggs, n.p.). Until, nineteen sixties, African American did not have the right to vote, and today, the president of America is actually an African by origin. This transformation did not occurred all of a sudden, rather it’s a journey of struggle. African Americans as a community have quiet rapidly evolved in the past three or four decades, and the credit goes to these men who were ready to stand against the odds. However, there are several controversial issues that are linked to this race; moreover, the racist element that is found among the White has given birth to several misconceived stereotypic ideas. In his documentary, Rigg wanted to people to realize that they were wrong, when they considered Afro Americans as savagely creatures, who did not have any morals, and were evil by nature. The title of the documentary clearly indicates the purpose and the theme, as it aims to bring the truth about African American culture and their lifestyle to the people, and eliminate the Black –b iased stereotypes from the minds of the people. Moreover, Rigg wanted to reveal the problems that were faced by African American, just because of the stereotypes that have imprinted a delusional image of Black

Which Factors Make Advertising Effective Marketing Essay

Which Factors Make Advertising Effective Marketing Essay What makes advertising effective.: this Report aims to answer this essential issue because it is the key for achieving -or not- the goals pursued by every company that invests in advertising. The general question has been divided in three areas, depending on the type of consumers response that advertising aims to arouse: cognitive, affective or conative, according to the famous Hierarchy of Effects model proposed by Lavidge and Steiner in 1961. In addition, the report focuses on the role of Music in advertising, with the purpose to highlight how its use can help to achieve efficacy in advertising. Five recommendations are identified through the report. Advertisers should first choose the media mix able to reach as many consumers as possible from the target audience (Ogilvy, 1985). Using appealing creativity (Dahlen et Al, 2010) and increasing the frequency of the message (Pickton and Broderick, 2005) is required to pass successfully through all the selective phases of consumers influence process, in order to make them memorize the contents of advertising. Music can be very helpful both for gaining consumers attention and giving a mnemonic quality to the message (Sutherland, 2008). An effective way to build an emotional link with consumers is referring to common culture (Godin, 1999). Jingles are able to involve consumers, at the point that they can become part of consumers cultural background of people (Sutherland, 2008). It is necessary to understand how the purchasing decision is taken by consumers in order to affect their behaviour; the FCB matrix by Vaughn (1986) identifies four types of purchasing process and suggests the quantity and quality of information to provide for each of them in order to have an impact on the decision making process. Since music sets up an entertaining mood, its use appears to be appropriate for the feel products and not for the think products (Arens et Al, 2011). As most of these factors refers to the ability of understanding consumers minds, the report has confirmed that psychology represents a basic support for marketing functions as the making of effective advertising (Foxall et Al, 1998). INTRODUCTION This paper aims to identify the factors which make advertising effective. The research starts stating a basic condition then, since efficacy is the ability to bring about the intended result (Oxford dictionary, 2007), the report analyses which are the marketing objectives pursued by advertising. The Hierarchy of Effects Model proposed by Lavidge and Steiner (1961) is considered pivotal in the communication process. Accordingly, the report uses a tripartite approach in order to better isolate and identify the factors that make advertising successful whether the response sought from consumers is cognitive, affective or conative. The report then operates a specific analysis on the role of Music in advertising, showing how music can be a very useful tool to reach efficacy (Sutherland, 2008) for all the three pursued responses shown previously. Recommendations and Conclusions about the topic complete the analysis. Practical examples chosen among the most famous companies provide evidence to the theoretical analysis; further examples can be found in the appendices. This research has been performed through the method of the literary review: books, papers and articles of famous Marketers and Psychologists are used as sources. A Basic Condition Advertising is undoubtedly a central part of promotion, but compared to the 4 Ps of marketing mix theorized by McCartney (1960), it represents only an aspect of the marketing effort made by the company (Pickton and Broderick, 2005). To reach and maximize the efficacy of advertising, firms should develop a deep know-how of their market, becoming what Llambin (2008) calls market-driven companies. This is achievable only by large investments in market research, in order to know as much as possible about consumers and competitors. As Cowles and Kiecker stated (1998), market research is important not only to identify the most profitable target segments, but also to develop a message content that is appealing to them, and to identify the most effective and efficient marketing communications mix elements and media. Companies have to focus all their functions to the market: only Market-driven companies will be really able to set the most effective advertising (Llambin, 2008). The HoE model: three responses to be aroused As advertising is a non-personal form of communication (Fill,2009), marketing can be supported by the studies on the communication process. Among them, the hierarchy of effects model proposed by Lavidge and Steiner (1961) states sthat when the ad message reaches the consumer, following the steps of the SMRC communication model (Berlo, 1960), the receiver responds by progressively undertaking three phases: the cognitive phase as first, then the affective and finally the conative. Specifically, consumers will pass through these sequential stages: Awareness, Knowledge, Liking, Preference, Conviction, Purchase. [Figure A] Figure A : Sequential stages of Lavidge and Steiner model (1961) Source: http://www.learnmarketing.net/Hierarchy%20Of%20Effects.jpg Using this tripartite approach, the marketing objectives become more definite and therefore it is possible to identify more precisely the key factors for achieving efficacy. Firms should then set up a specific advertising campaign targeted for each of the three macro-responses they want to arouse in the audience (Lavidge and Steiner, 1961). As a confirmation, even the DAGMAR model (Defining Advertising Goals for Measured Advertising Results) proposed by R.H. Colley in 1961 suggests that any stage should provide the objective for Marketing Communication independent of the rest (Pickton and Broderick, 2005). The following three Mc Donalds adverts clearly show this differentiated approach. In the first one [Figure B], nothing but the apposition of the two logos (the wi-fi one made by chips) is used: since this ad wants to make the audience learn the service provided, it refers to the cognitive phase. https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjG0L-V3OsY8AuZTs36O1C6ul2et-A7sEwzX_HW9wu1SFs5S0_xwtyXGDHwSVbFnwU9LQiotcXbMYMbXNFSK19Eh0K5TIrXm2wq8IlVrbs8I-Q9_Bt4RZf_bV64xzLCy4aboQEiMv1EVo0/s400/Cool+and+Beautiful+McDonald%E2%80%99s+Advertising+10.jpg) Figure B. Source: https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjG0L-V3OsY8AuZTs36O1C6ul2et-A7sEwzX_HW9wu1SFs5S0_xwtyXGDHwSVbFnwU9LQiotcXbMYMbXNFSK19Eh0K5TIrXm2wq8IlVrbs8I-Q9_Bt4RZf_bV64xzLCy4aboQEiMv1EVo0/s400/Cool+and+Beautiful+McDonald%E2%80%99s+Advertising+10.jpg In the second one [Figure C], the baby approaching the hamburger evokes feelings of affection for the food offered by the company; an home atmosphere is aroused. Emotional persuasion is the first aim for the affective phase. http://www.breastfeedingsymbol.org/wordpress/wp-content/uploads/2007/08/mcdonalds.jpg Figure C. Source: http://www.breastfeedingsymbol.org/wordpress/wp-content/uploads/2007/08/mcdonalds.jpg In the third one [Figure D], the invitation to take an action is extremely clear: consumers should have breakfast at Mc Donalds on Mondays, convinced by the free coffee. This ad aims to induce a change in the consumers behaviour: it refers to the conative phase. http://www.mcdonaldsstl.com/images/FreeCoffeeMondays-graphic.jpg Figure D. Source: http://www.mcdonaldsstl.com/images/FreeCoffeeMondays-graphic.jpg The main limit of HoE is its rigidity: consumers do not always undertake these steps sequentially, because of their irrationality; however, the existence of these three kinds of responses is widely accepted also among the critics (Barry and Howard, 1990). Accordingly, it is possible to  reformulate the central question in a more detailed way: which elements are necessary in advertising, in order to improve the companys performance in brand awareness (1), in the affective relationship with the consumers (2), and in the sales (3)? 1 Cognitive response The goal of these campaigns is to ensure that customers are properly aware of the brand; making clear the brand positioning is the main aim (Egan, 2007). Reach is the first key factor. Pelsmacker (2007) defines it as the number or percentage of people who are expected to be exposed to the advertisers message during a specified period . Reach plays the either/or role in the SMRC process: if the company does not reach the consumers, no response can be aroused. Therefore, the choice of the most appropriate media mix to reach the target segments becomes crucial for the success of the advertising campaign (Ogilvy, 1985). According to the selective influence process theories, people play a very active role as receivers in the communication process (Karlz and Lazarsfeld, 1955). There are unconscious and social intervening variables which affect the final internalization of the message. Since only the memorized information is able to affect the consumers behaviours the ability to pass through the selective phases of the consumer influence process is the second key factor (Karlz and Lazarsfeld, 1955). To win the receivers attention, it is required to overtake what Wundt (1896) calls the absolute threshold, that is the minimum psychic intensity an individual needs for reacting to a stimulus. For this reason, the effort to provide appealing creativity to the advert gains great importance (Dahlen et Al, 2010); moreover, since the traditional media are today overcrowded (Levinson, 2007), creativity can make adverts emerge to the consumers eyes. A clear example can be represented by the winner of the Best Use of Blu Tac in a Shop Window Postcard Space category in the Chip Shop Awards 2012. Clearasil posted a completely and intensely white postcard: impossible not to see. Figure E. Source: http://www.chipshopawards.com/ Clearasil is a brand of beauty products against skin imperfections (www.clearasil.co.uk) Use of creativity can also have negative impacts: it is difficult to define the line between great effect and great scandal (Godin, 1999). [see Appendix I] In choosing how often to transmit the advertising message, psychology supports marketing once again (Foxall et Al, 1998). I.V. Pavlov developed the notion of conditioned reflex (1927): opposed to the innate reflex it is a learned reaction to a positive or negative stimulus. In marketing, this means that the repetition of a message will increase its understanding; thats why frequency plays a key role. Frequency measures the number of times, on average, that a member of the target audience is exposed to a message or, more accurately, to the media (Pickton and Broderick, 2005). Increasing the frequency helps making the advertise effective but, according to the Curve of Wundt (1896), if the intensity of the stimulus exceeds a certain limit it is even possible to arouse anxiety, nervousness and irritation in the receivers. 2 Affective response Here, the main goal is to create an affective link with consumers, in order to persuade them appreciating the brand and making a preference for it (Fill, 2009). The more the content of a message is associated to paradigmatic knowledge, the more immediate and simple is its decoding by the receiver (Grandori, 1999): thats why advertising should carry associations recalling to the common culture to be effective in building an emotional link with the audience (Godin, 1999). Among all the cultural aspects, political studies have shown that the more compelling ones are common roots ; common habits ; famous figures (Gabrielsen, 2010). The use of cultural associations can be clearly found in Chryslers spot for the launch of the new 200 model, shown during the 2011 edition of Super Bowl. The core of the message highlights the origin of the machine, manufactured in Detroit: Thats who we are. Thats our story. (à ¢Ã¢â€š ¬Ã‚ ¦) Because when it comes to luxury, its as much about where its from, as who its for. Now were from America, but this isnt New York City, or the Windy city.(à ¢Ã¢â€š ¬Ã‚ ¦) This is the Motor city. And this is what we do. The new Chrysler 200 has arrived. Imported from Detroit. [see Appendix II] Casting famous figures (VIP) as testimonial and being present at the big events widely enjoyed and cherished by people (as the recent Olympics in London 2012) are other effective ways to involve the audience (Arens et Al, 2011) [see Appendix III and IV] Thanks to these associations, every time that consumers get in touch with the reminded cultural aspect, they will also remember the linked brand (Godin, 1999).[see Appendix V] This cultural approach shows some limits. Since culture is a sphere of meanings related to the past, the new products which aim to highlight innovation as their core quality cant take the best benefits from cultural associations (Ogilvy, 1985). Moreover, relying on VIP means accepting the risk of linking to them the name of the brand also when something negative is referred to them (Arens et Al, 2011). [see Appendix VI] 3 Conative response In order to affect consumers behaviours with advertising, it is necessary to understand how their decision making process works. The model developed by Vaughn for Foote Cone and Belding in 1980, known as the FCB matrix, considers it as driven by two variables: the level of involvement (high-low) and the type of approach to the purchase (rational-emotional). (McWilliam, 1997; Vaughn, 1980 and 1986). The result is the identification of 4 macro-type of purchasing process, each one requiring different kinds of information to be affected: differences are both in quantity high and detailed or low and summarized- and quality -emotional or rational of information. (Vaughn, 1986). In Figure F, some exemplar products are placed in the 4 quadrants of the FCB matrix. Figure F. Source: Vaugh, 1980 Therefore, advertising can be effective only if it provides the consumers with the kind of information they look for in their decision making process, this one being identified by the quadrant the product is placed in. (Vaughn, 1986). The analysis of 4 different decision making processes is now addressed, referring to the model of Vaughn (1986): High involvement / rational. People look for the real facts, they need to gain the confidence they are doing the right choice (e.g. Mortgage). The way to be effective is to highlight all the product competitive benefits as well as the company know-how, and to provide the consumers with positive feedbacks . [Figure G]http://www.okeefeestateagents.com/_microsites/paul_okeefe/docs/images/homepage/rightColAdvert/need-a-mortgage.jpg Figure G. Source: http://www.okeefeestateagents.com/_microsites/paul_okeefe/docs/images/homepage/rightColAdvert/need-a-mortgage.jpg High involvement / emotional. Consumers want to learn about and feel the experience (e.g. Holidays). Companies should provide content rich media with compelling personal feedbacks, music and everything else able to make the consumers taste the experience. [Figure H] Figure H. Source: www.adcracker.com Low involvement / rational. People usually buy by habit (e.g. toothpaste). Underlining the incentives to change habits as sale coupons can be effective. [Figure I]http://c3240dd96f54819fb6f2-90846526673b19d9a04c27097b58cb86.r6.cf2.rackcdn.com/2011/09/optic-white-coupon.jpg Figure I. Source: www.cuckooforcoupondeals.com Low involvement / emotional. People often looks for sensory or psychological gratification (e.g. Movies). Showing sensory rich imagery can be successful. [Figure J]http://www.filmjabber.com/movie-blog/wp-content/uploads/2007/11/the-eye-poster.jpg Figure J. Source: http://www.filmjabber.com/movie-blog/wp-content/uploads/2007/11/the-eye-poster.jpg The limit of the FCB matrix is the difficulty to plot the product in the right quadrant, because of the inconsistencies between consumers and companies perceptions of it (Dahlen et Al, 2010). Moreover, as marketing environment is rapidly changing, products and services can fast move from one coordinate to another in the brand image of consumers (Fill, 2009). The Role of Music in Advertising Music can be a very useful tool to reach efficacy in advertising, whether the aim is to arouse a cognitive, affective or conative response in the consumers (Sutherland, 2008). The analysis aims to show how the use of music can aid or hinder the effective factors identified in the general part. COGNITIVE PURPOSE Music can help to win consumers attention: reproducing a song well-known among the target audience or a catchy rhythm greatly helps to get its attentions (Sutherland, 2008). The use of creativity in music can be found in the production of jingles, where companies set their own words to Music. Jingles are among the best -and worst- ad messages produced. Done well, they can bring enormous success, well beyond the non-musical commercial. Done poorly, they can waste the advertising budget and annoy audiences beyond belief (Arens et Al, 2011). [see Appendix VII] Moreover, what Sutherland (2008) calls the three Rs rhyme, rhythm and repetition give words a mnemonic quality, making the message more catchy and enduring in memory. AFFECTIVE PURPOSE Research has shown that the positive mood created by music makes consumers more receptive to an ad message (Belch and Belch, 2009). When words are set to the music, a desire for repetition can be created: thats why jingles are able to involve consumers, at the point that they can become themselves part of the cultural background of people (Sutherland, 2008). A chart of the top 10 jingles of the century has been made, according to peoples preferences: a prove of the attachment consumers have towards them (Belch and Belch, 2009). Figure K. Source: Belch and Belch, 2009 The case of Oscar Mayers spots clearly shows the emotional power of jingles in advertising. [see Appendix VIII] Jingles are used less frequently today, replaced by an increasing use of current or classic pop songs: in the age of the technologic way to live music companies must be careful not to appear old-fashionable while using jingles (Belch and Belch, 2009). CONATIVE PURPOSE Music can also affect the way people behave, but since it better vehicles an emotional message, it seems to be effective especially -if not only- with the feel products (Sutherland, 2008). A great example of how music can be focused on action is the jingle created by the pizza chain Pizza, Pizza in Toronto: the company put its phone number in the lyrics, so that Toronto residents could memorize it easily. [see Appendix IX] On the other hand, music causes what Sutherland (2008) calls the wash-over effect: when we listen to lyrics, we process the message as an experience that we can enjoy or not rather than judging the reliability of its meaning. The entertaining mood set up by music is inappropriate when consumers want to focus on the rational information, as for think products (Arens et Al, 2011). As the analysis of consumers responses to music in advertising carried by Oakes (2007) shows, reaching a congruity between music and advertising in mood, genre, image and tempo contributes to the efficacy of an advertisement by enhancing recall, brand attitude, affective response and purchase intention. Since the negotiation of the license rights often needs large sums, marketers should carefully decide if and in which way music can be coherent with the marketing campaign, in order to avoid an expensive disorientation of consumers(Belch and Belch, 2009). RECOMMENDATIONS As shown through the report, advertisers should first ascertain to find the media mix that will maximize the reach of the audience (Ogilvy, 1985). Passing successfully through all the selective phases of consumers influence process is necessary to make them memorize a message (Karlz and Lazarsfeld, 1955). Concretely, this can be achieved by using appealing creativity (Dahlen et Al, 2010) and by increasing the frequency of the message (Pickton and Broderick, 2005). The use of Music can be very effective both for winning consumers attention and adding a mnemonic quality to the message (Sutherland, 2008). When aiming to build an emotional link with consumers, a successful choice is including associations recalling to common culture in the message sent to consumers (Gabrielsen, 2010). Jingles can be such able to involve consumers, that they can become themselves part of the cultural background of people (Sutherland, 2008). To effectively affect consumers behaviours, advertisers must understand how the purchasing decision for their products is taken by consumers; the FCB matrix by Vaughn (1986) suggest the quantity and quality of information to provide for each of the 4 types of purchasing process identified by crossing the level of involvement (high or low) and the kind of approach (emotional or rational). Music can be effective for feel products, but not for think products, since it sets up an entertaining mood inappropriate for rational decisions (Arens et Al, 2011). The overall recommendation for companies is to consider advertising as a process that involves the entire business as connected with it by a close cause-effect relationship: when an advert is not effective, it can be the symptom that theres something wrong in the marketing decision making process, or it can be the cause leading to future problems in the relationship with the market (Llambin, 2008). CONCLUSIONS It has been shown that a tripartite approach to the central question which factors can make advertising effective? is able to deeply analyse the issue and to define an accurate answer. Since all the factors except the maximisation of Reach refer to the ability of reading consumers minds, the report has confirmed how psychology can greatly support marketing functions and, specifically, making advertising effective (Foxall et Al, 1998). Thats why Market-driven companies, which have developed a deep knowledge of their consumers as a result of large investments in market research, have the concrete possibility to apply these factors in the most effective way possible (Llambin, 2008). APPENDICES As an example, the historical testimonial used by Danish Frisbee Sports Union for the 2012 campaign will be definitely able to catch consumers attention, but it can reasonably arouse perplexity and disgust in a high number of people. Source: http://www.chipshopawards.com/ Full text of the spot: Narrator :  I got a question for you. What does this city know about luxury, hm? What does a town thats been to hell and back know about the finer things in life? Well Ill tell you. More than most. You see,  its the hottest fires that make the hardest steel. Add hard work and conviction. And a know how that runs generations deep in every last one of us. Thats who we are. Thats our story. Now its probably not the one youve been reading in the papers. The one being written by folks who have never even been here. Dont know what were capable of. Because when it comes to luxury,  its as much about where its from as who its for. Now were from America but this isnt New York City, or the Windy City, or Sin City, and were certainly no ones Emerald City. Eminem: This is the motor city   and this is what we do. Written text: The new Chrysler 300 has arrived. Imported from Detroit Source: http://www.youtube.com/watch?feature=player_embeddedv=V0HLIvtJRAI VIP testimonials can provide good advantages: a VIP well known among the target audience can better win consumers attention; it allows to make the advertising message more personal, exploiting the VIPs familiarity with the consumers ; people will associate the appreciated qualities of the VIP to the product (Arens et Al, 2011). Nestlà ¨ chose to set a totally VIP-focused campaign to promote Nespresso brand: George Clooney has being appeared in every adverts of the famous espresso machine, with the aim to take advantages from his style and world-wide popularity. Source of Image: http://www.generation-flux.com/images/Nespresso-site.jpg A great example of how an emotional link can be built by focusing advertising on current events widely enjoyed and cherished by people is represented by the marketing campaigns of PG, created to promote their laundry products Ariel in UK and Tide in USA during the Olympics of London 2012. The compelling references on the athletic competition were present in both the spots: Before the Gold, Silver, and Bronze, its the red, white and blue.At the Olympic Games, its not the color you go home with that matters, its the colors you came in. When colors mean this much, trust them to Ariel (UK)/ Tide (USA). The meaning of the final sentence Proud keeper of Our Countrys Colours was certainly influenced by the images of the athletes shown in the video: for Ariel, a high number of British participants ; for Tide, almost only American players. Sources: http://www.youtube.com/watch?v=DoF9DROHYnU Tide for USA; http://www.youtube.com/watch?v=Jipn-MGg0DA Ariel for UK. A great example of the power of cultural associations can be found in politics. The ex-Italian prime minister Silvio Berlusconi, considered the biggest innovator in the Italian political marketing in a negative or positive way depending on the political conviction (Palmieri, 2012), named his first party Forza Italia (1994), that is the same slogan used by Italian people as an incitement for the national football team. The result was a widespread embarrassment (ibidem) when people not voting for Berlusconi wanted to support the football team, but they had to shout the name of his party: they could not manage not to think about this political association. Cirio is an Italian company founded in 1856 specialized in canned food, especially in tomato paste. (www.cirio.co.uk) Cirio managers werent happy to learn that their testimonial Gerard Depardieu was founded drunk and misbehaving on a plane just two weeks later the advertising campaign was launched. The spot is accessible here: http://www.youtube.com/watch?v=ReGPNs-HfH0 The episode reported: http://www.telegraph.co.uk/news/celebritynews/8706992/Gerard-Depardieu-accused-of-urinating-on-floor-of-plane.html As an example, in the 1970s Coca-Cola was so successful with its jingle Id like to buy the world a Coke that it was then extended and released to become an international chart hit called Id like to Teach the World to Sing (Sutherland, 2008). Oscar Mayer is a brand owned by Kraft Foods. At the end of last century the company held local auditions in search of American children to continue the 30-year tradition of singing the catchy bologna and wiener jingles: they were such known that Oscar Mayer decided to be self-referential in order to best cultivate the relationship with the consumers. Thompson, S. 1997. Promotions: Nostalgia Bolognese, Brandweek, April 14, 1997 Original videos are available here: http://www.youtube.com/watch?v=rmPRHJd3uHI (Bologna); http://www.youtube.com/watch?v=aNddW2xmZp8feature=related (Wieners) The example and the text of the jingle are reported in Sutherland (2008, p 122): nine-six-seven, eleven eleven / phone Pizza Pizza, hey hey hey!

Winter Dreams :: essays research papers

In F. Scott Fitzgerald’s, â€Å"Winter Dreams† Fitzgerald creates a character, Dexter Green, a fourteen year old boy who is confident in his â€Å"winter dreams† of extraordinary success, wealth and social status in his â€Å"golden future†. Over the course of the story Dexter paved his way to an ambitious future of economic wealth. At fourteen Dexter was described as the best caddie worker in the club, making thirty dollars a month, which for the summer was not able to be me made anywhere else on the lake. Dexter was also a smart boy, who knew how to barter, asking Mr. Jones for a raise making it â€Å"worth his while† since he was the best caddie. This shows that Dexter is not the type that will just settle. He is a very determined ambitious character.   Ã‚  Ã‚  Ã‚  Ã‚  After college Dexter becomes successful in the business world, opening a chain of laundries. He moves his way up the economic ladder with all of his laundries being flourishing. This shows that he is a hard working ambitious character because he is slowly becoming successful in the business world.   Ã‚  Ã‚  Ã‚  Ã‚  When Judy terminated the engagement, Dexter went out east with the intention of selling out his laundries—but when the war came to America he handed over the business for his partner to run, so he could fight in the war. This shows that Dexter was ambitious because he went off to fight for his country and he left everything he had behind, risking everything that he had.   Ã‚  Ã‚  Ã‚  Ã‚  In the end of the story, Dexter learns from a business man that Judy had gotten married to an alcoholic husband. He says, he can not care anymore, nor will he ever. Ultimately, Dexter realizes that his desire for ambition in the business world will overpower his desire for love with Judy, or any woman for that matter.