Tell Tale Heart and the Yellow Wall Paper - 1321 Words

There are similarities between the two stories â€Å"The Tell Tale Heart† by Edgar Allen Poe, and â€Å"The Yellow Wall Paper† by Charlotte Perkins Gilman. Even though their writing styles are far apart they deal with a similar issue. Both authors deal with the fragility of the human mind. Both stories are very interesting and hold you to the core perhaps it is because any truly sane person knows that there is a little madness in all of us. Maybe that is why many people still read their stories today. In the story â€Å"The Tell Tale Heart† the narrator wants to show the reader that he is not insane. As proof, he offers a story. In the story, the initial situation is the narrator’s decision to kill the old man so that the man’s â€Å"evil† eye will stop†¦show more content†¦Forced to lie in bed all day and take it easy, the narrator becomes obsessed by the wallpaper and is drawn into trying to interpret it. She imagines a woman trapp ed within the paper. The narrator decides to strip off all of the wallpaper in her room, this is the moment of ultimate rebellion for the protagonist, and she is taking action towards independence. When John comes home to find the door locked, he begins freaking out. When he finally gets into the bedroom the narrator’s actions are so extraordinary and shocking that her husband faints. Through everything that is going on the narrator keeps creeping around the room in circles stripping all of the wallpaper off to free the woman that is trapped within. Throughout both stories there are many common threads. Both stories are dealing with apparent madness. In both we find it difficult to discern actual events from those that occur only in the imaginations of the narrators. Right through both stories the narrators are trying to convince the reader they are sane. â€Å"The Tell Tale Heart† and â€Å"The Yellow Wall Paper† both have a common theme of sublimation and repr ession. The sublimation is critical in each story, and could be argued to be the core of the story. In both stories the narrators are obsessed with something. In â€Å"Tell Tale Heart† the narrator is completely obsessed with the old man’s â€Å"evil† eye, and in â€Å"The Yellow Wall Paper† the narrator isShow MoreRelated Madness in The Yellow Wallpaper and The Tell-Tale Heart1679 Words   |  7 PagesMadness in The Yellow Wallpaper and The Tell-Tale Heart Compare the portrayal and use of madness in The Yellow Wallpaper by Charlotte Perkins Gilman and The Tell-Tale Heart by Edgar Allan Poe. Which story did you prefer and why? The Yellow Wallpaper by Charlotte Perkins Gilman and the Tell-Tale Heart by Edgar Allen Poe both describe characters who in the opinion of other people are insane. The characters hysterical behaviour due to their insanity is depicted as the stories progress. TheRead MoreA Tell Tale Heart By Edgar Allan Poe1156 Words   |  5 Pagesthe stories we read in class contain some level of madness. For example in the short stories â€Å"The Yellow Wallpaper† by Charlotte Perkins Gilman â€Å"The Tell-Tale Heart† by Edgar Allan Poe, both of the main character in these stories believe that they are perfectly wise, but their out of control behaviors proves that they’re mentally ill or to be more specific insane. In the short story â€Å"A tell-tale heart† the unknown narrator is telling us a story about his neighbor who is an old man but his of a vulture:Read MoreThe Yellow Wall-Paper: A Classic Piece of Gothic Literature 1215 Words   |  5 Pagesstrong feelings of foreboding or fearful anticipation is also essential to this genre. Based upon these criteria, The Yellow Wall-paper is a classic piece of Gothic literature. In it, Charlotte Perkins Gilman utilizes numerous elements of the Gothic tradition to tell the story of one womans descent into madness. The physical setting that Gilman creates in The Yellow Wall-paper certainly evokes a feeling of foreboding or nervous anticipation. At the beginning, the narrator suggests that thereRead MoreAnalysis Of R.k Narayan s Version Of Valmiki s The Western Wing Essay1582 Words   |  7 PagesWhile each of these books tells a unique and compelling story, they also have several components in common. All of these texts deal with love at first sight, love sickness, and the arrangement of marriage. Because of these shared plot devices, they all depict an idea of love that is rather shallow and superficial. To illustrate this, this paper will provide a brief summary of each story before conducting a textual analysis. Summarization of Texts: The Ramayana Valmiki’s tale of The Ramayana is anRead More Repression of Women Exposed in The Yellow Wallpaper1873 Words   |  8 PagesRepression of Women Exposed in The Yellow Wallpaper      Ã‚  Ã‚  Ã‚   The short story The Yellow Wallpaper by Charlotte Perkins Gilman gives a brilliant description of the plight of the Victorian woman, and the mental agony that her and many other women were put through as treatment for depression when they found that they were not satisfied by the life they had been given.      Ã‚  Ã‚  Ã‚  Ã‚   In the late nineteenth century when the Yellow Wallpaper was written, the role of wife and mother, whichRead MoreAnalysis Of The Book Black Mirror 1342 Words   |  6 Pagesseries that is macabre and uses science to show that it can be used to have control over people and their lives in the future. This show wonderfully incorporates race, gender, and sexuality as well as other topics such as ableism and classism. In this paper, four distinct episodes in the show that represented these themes were explored. We chose to focus on the episodes â€Å"Men Against Fire,† â€Å"Fifteen Million Merits,† â€Å"San Junipero,† and â€Å"White Bear† from the show Black Mirror. â€Å"Men Against Fire†, seasonRead More Moving Beyond Motherhood in The Yellow Wallpaper by Charlotte Perkins Gilman4029 Words   |  17 Pages  Ã‚  Ã‚  Ã‚   Since its original publication in The New England Magazine in May 1892 and its subsequent resurrection by modern feminists in the l970s, Charlotte Perkins Gilmans novella, The Yellow Wallpaper has gone through varied interpretations. When it was originally written, The Yellow Wallpaper was considered a tale of horror, so horrible in fact, that one editor, Horace Scudder of the Atlantic Monthly, refused the work because he did not want to make others as miserable as he was when he read itRead MoreEssay Women Breaking Free From Their Traditional Expectations2108 Words   |  9 Pagesbeing punished for wanting her freedom. We finally begin to see women trying to break free from these traditional expectations and barriers through the lives of Janie Crawford in Their Eyes Were Watching God by Zora Neale Hurston, Johnâ₠¬â„¢s wife in â€Å"The Yellow Wallpaper† by Charlotte Perkins Gilman, Louise Mallard in â€Å"The Story of an Hour† by Kate Chopin, and Songlian in Raise the Red Lantern by Su Tong.   Ã‚  Ã‚  Ã‚  Ã‚   Zora Neale Hurston in Their Eyes Were Watching God shows how the lives of American women changedRead MoreA Detailed Analysis of The Red-Headed League and The Final Problem1526 Words   |  7 Pagesof The Red-Headed League, Watson helps the reader understand how Holmes came to his conclusions by asking him the questions that are in the readers mind, such as, But how could you guess what the motive was? and, how could you tell that they would make their attempt to-night? This satisfies the reader and adds realism - it helps them accept it is possible. Also, as Watson is left in the dark until the conclusion, it emphasises Holmes ingenuity and powers of deductiveRead MoreWomen Breaking Free from Their Traditional Expectations2169 Words   |  9 Pagespunished for wanting her freedom. We finally begin to see women trying to break free from these traditional expectations and barriers through the lives of Janie Crawford in Their Eyes Were Watching God by Zora Neale Hurston, Johns wife in The Yellow Wallpaper by Charlotte Perkins Gilman, Louise Mallard in The Story of an Hour by Kate Chopin, and Songlian in Raise the Red Lantern by Su Tong. Zora Neale Hurston in Their Eyes Were Watching God shows how the lives of American women changed

Intelligence Definition and Measurement Free Essays

Question a Though the construct of intelligence has been in being for a long period of clip, there has been no acceptable definition of what intelligence really is. Further, the beginning of intelligence remains elusive, merely as is the value and truth of its trials. Assorted governments have attempted to specify intelligence from different positions. We will write a custom essay sample on Intelligence Definition and Measurement or any similar topic only for you Order Now One common definition is that it is ‘the capacity to get and use cognition. ‘ ( Gardner, 1999 ) . Another authorization looks at it as the ability that intelligence trials step. Though definitions are by and large used for general intents, there are certain facets that they fail to turn to. In the first topographic point, there are people with histories of autism or those who are mentally retarded, but who are exceptionally talented in specific countries such as music, but hapless in others such as mathematics ( Angela, 2003 ) . Other people are able to make certain things because of the environment in which they stay, and non because they are intelligent. A kid who grows up in a house with a Television set can run it unlike one who does n’t cognize what a Television set is. Others are able do carry through certain things because of familial factors, and non because they are intelligent. One ‘s province of wellness can besides impact the manner he acquires and applies cognition, which is non needfully a grade of intelligence. On the other manus, there are people who have been brought up in certain environments, but who are unable to use the cogn ition from the environment to make certain things. These may be presumed to be less intelligent. The theory of multiple intelligences, propounded by Howard Gardner, best tantrums my selected instruments. He identified seven constituents of intelligence which are independent, and each of which is possessed by different persons to different grades. These are the visual-spatial intelligence, the verbal-linguistic intelligence, the bodily-kinetic intelligence, the logical-mathematical intelligence, the interpersonal, and the musical, intrapersonal and realistic intelligence ( Gardner, 1999 ) . Question B The dependability of ACER Test of Reasonability can be tested. Several points which claim to mensurate similar general concepts are tested to see if they produce similar tonss. The campaigner ‘s intelligence and general cognition is tested by each of the 70 points. The trial has been declared 85 per centum reliable. Cogency refers to how strong decisions, propositions and illations on a given issue are ( Oswald, 2001 ) . There should be a correlativity between the instructor ‘s evaluations and the tonss obtained by the pupils. Reasonable dependability and cogency of a trial must accomplish both educational and vocational counsel in establishments of acquisition. The normative process has to make with a choice of a good figure of people whom the trial is to be administered to. The broad country from which the choice is done is likely to do anomalousnesss because of varied geographical, school type, gender, linguistic communication and the societal and economical backgrounds. Bias could be as a consequence of gender. Certain subjects could be better handled by work forces and non adult females, or vise versa. Dependability of The Constructive Thinking stock list could besides be considered. The points on the graduated table must be able to prove what they purport to prove. There should be adequate points proving each variable. Validity relies to a great extent on correlational surveies. A figure of points resting one ‘s emotional and physical fittingness are used. There could besides be instances of prejudice originating from one ‘s age, educational degree, and gender, though these should be curbed if the trial is to hold any significance. Accomplishment trials are used in both academic and professional scenes. They include the Basic Achievement Skills Inventory ( BASI ) and the Test of Academic Performance ( TOAP ) ( Reynolds, 1998 ) . BASI is administered as a group trial. It can assist place larning disablements common in reading, numeracy, choice pupils for particular accomplishments, college arrangement etc. TOAP estimates the academic public presentation of kids topographic points them in classs in footings of accomplishment and analyze how their public presentation has changed over clip. It employs a aggregation of six topics. Two are related to reading while four are administered to persons and groups. The trial is timed, and is meant to be done rapidly and easy. Reliability testing is done to prove the stableness of the consequences on a test-retest footing in the BASI appraisal. The first and 2nd testing of each pupil is computed and correlated. Two hebdomads are allowed between trials. The estimations from test-retest samples are largely reasonably strong. Cogency could besides be tested by looking at the assorted subsets of the pupils to be tested. The norming process could affect random sampling, and attention taken to avoid any prejudice for or against any group. Dependability and cogency for tonss does non come out really clearly in TOAP. However, the test-retest method could still be used. Validity could be looked at by correlativities between subsets. As is the instance with others, possible countries of prejudices need to be avoided for so trials to reflect the true place. Question degree Celsius There are many types of appraisal for proving intelligence degrees. These scope from cognition and abilities of a general nature, to countries and topics that are specific. One of these is the ACER Test of Reasonability. The other one is Constructive Thinking Inventory ( CTI ) . The ACER Test of Reasonability consists of 70 multiple pick points which seek to prove the general ability of scholars between 9 and 11 old ages, and it is largely used in Australia. Focus is on single tonss, whose consequences assist the instructor usher and advocate pupils refering vocational preparation. All inquiries are to be answered, even if the reply is non perfectly known. The Constructive Thinking Inventory ( CTI ) consists of 108 self-reporting points. It is designed for mature people of over 18 old ages. Descriptive statements of idea and behavior are given, where the respondent is supposed to rate himself on a graduated table from 1 ( Absolutely False ) to 5 ( Absolutely True ) ( Simons, 1998 ) . The trial measures one ‘s ability to believe constrictively or destructively. The consequences from this sort of appraisal are used to assist in psychotherapeutics. It is besides used in reding substance maltreaters, pupils in college, human resource choice and work related issues in organisations. Question vitamin D There are a figure of ethical issues associated with accomplishment and intelligence trials in instruction. Consideration should be put to the fact that an test can forever alter person ‘s life. Care should hence be taken when puting and administrating. A low achieving pupil could for illustration be put in a particular category from where his demands can easy be met. One could hold misinterpreted the inquiries and therefore given the incorrect replies, non because he is non intelligent. If the trial is culturally biased, the pupil ‘s public presentation is likely to be affected. Care should hence be taken to avoid this scenario. The pupil ‘s degree ; of success can easy be hindered by IQ trials which are frequently considered biased. Ethically hence, an appraisal of pupils must hold an unquestionable degree of dependability and cogency. The foregoing discourse establishes that the definition of intelligence is varied, and frequently combative. Assorted theories whose purpose nevertheless is to assist in the apprehension of intelligence exists. Measures and trials at the disposal of instructors could be employed to guarantee that proving meets the needed criterions. Mentions Angela, C. ( 2003 ) . Intelligence and Autism. New York. Pride BooksGardner, Howard. ( 1999 ) â€Å" Intelligence Reframed: Multiple Intelligences for the twenty-first Century. † New York: Basic Books. Reynolds, W. ( 1998 ) . Intelligence Theories and Tests. Virginia: Oswald. H. ( 2001 ) . Trials for Research Instruments. Vermouth: Cedar Pine Publishers St. simons, T ( 1998 ) Trials and Measurements of Intelligence. Hollywood: Noel Publications How to cite Intelligence Definition and Measurement, Essay examples Intelligence Definition and Measurement Free Essays Critique of the definitions of Intelligence There are certainly many definitions of intelligence as there are experts who study it. A Psychologist, R.J. We will write a custom essay sample on Intelligence Definition and Measurement or any similar topic only for you Order Now Sternberg (2000), editor of handbook of intelligence offered variety definitions from various writers. Few of these definitions done by the editors of the Journal of Educational Psychology, which I consider fits for this paper are as follows: â€Å"Intelligence is sensory capacity, capacity for perceptual recognition, quickness, range on flexibility or association, facility and imagination, span of attention, quickness, or alertness in response† (p. 8). Intelligence is also defined as â€Å"the ability to learn or having learned to adjust one self to the environment† (p. 8). There are still more definitions but to conserve some space I just chose two. Indeed, all the definitions offered by the editors of the Journal of the Educational Psychology were obviously product of years of studies as most of the definitions were directed towards mental ability. The definitions above identify the intelligent person not only in terms of the intellectual ability of the mind but in its ability to quickly adjust to new environment. The Measures of Intelligence The Standford – Binet theory of intelligence fits for these two definitions because the measures of intelligence test are more related. The Standford-Binet intelligence tests cover four major areas such as verbal reasoning, quantitative reasoning, abstract/visual reasoning, and short-term memory. Scores include raw scores and scaled scores for each of the 15 subtests, scaled scores and percentile ranks for a composite of the four area scores, a composite of any combination of the four area scores and a profile of all 15 subtests based on scaled scores. A pretest is administered to identify the level at which to begin testing. Scores corresponding to IQ’s are called â€Å"Standford Age Scores†. Meanwhile, the Wide Range Achievement Test (WRAT) has a number of positive features according to Joseph F. Jastak. He explained that the WRAT is fast and simple to manage and score, the examiner can create choices in the content of the test and in management of the form (Singular or Combined). The prototype of errors that a person has done can be analyzed qualitatively, particularly if the collective form of the test is used, since the WRAT scores are free from the polluting effect or understanding the standard score can be used for comparison with other tests, e.g. the Weschler Scales – in order to determine learning ability or disability, the evidence for construct soundness and dependability is highly regarded and as the literacy sub-tests are untimed, the subject can complete these segment with no time pressures. The WRAT can offer an indicator for the measurement of fundamental reading, spelling and arithmetical skills in individuals with few or no academic qualifications. It can also be used in combination with other tests to present a more wide-ranging picture of the individual academic skills to determine learning ability or disability. Comparing and Contrasting of Selected Intelligence Both Kaufman assessment battery for children or K-ABC and the Stanford-Benit theories offered the same areas of concern, cognitive development. They both paid attention to intelligence testing beginning from the child’s early age. However, Kaufman’s ABC development assessment focused on particular groups such as the handicapped group, those with learning disabilities, and cultural minorities. On the other hand, The Stanford-Binet Intelligence Scale presents their test items by age level rather than by particular groupings of special people. Kaupman ABC can also be viewed as rather insufficient in the since that it still needs to be reinforced by other more established, and well studied neuropsychological test such as Stanford-Binet, Wechler scales, and McCarty scales. How the goals are are similar and different The Stanford-Binet theory in contrast with the insufficiency of the Kaufman’s ABC intelligence test is well established and offers a wide range of studies involving all age levels. They have established theories on both language and cognitive development. Kaufman study paid attention on their studies of intelligence on emotionally seriously disturbed children. Their focus is on cognitive development based relationships rather than language skills, while the Stanford-Binet Intelligence Scale offers measures of the person’s general intelligence. In this case, they were on different focus of providing intelligence measurement. How are the Tests Used? In Kaufman’s intelligence scale test is made of sixteen parts. The child then is to complete some task that usually involves placing items in sequence. The child is then evaluated on his or her mathematical, spatial, the ability to mentally process the tasks or problems, and reading skills. The Stanford-Binet intelligence scale Jacquelin Goldman, Claudia L’Engle Stein, and Shirley Guerry (1983) noted that intelligence measurement tests were given at age range from two years old through adulthood. They cited that at each of the age levels there are six items and one alternate item. But from age two through five, test levels are at half-year level intervals, then at age six through fourteen, test levels are at yearly intervals. Goldman, L’Engle and Guerry pointed out that test content conducted for age two, includes form board, delayed response, identifying parts of the body, building blocks, word combinations, and identifying objects by name (p. 148). Purpose of Giving Differing Test In Kaufman ABC, the purpose of test is for the assessment of the cognitive development, while Stanford-Binet provides the test to measure person’s general intelligence. This is obtained by presenting to the individual a variety of tasks of known increasing difficulty. Examining the Ethical Considerations Associated with Achievements and Intelligence Test in Education Aside from children, maybe adult are maybe more liberal in this aspect as long as test that were conducted does not violate any of rights, or as long as it does abuse them. I believe that there is nothing ethically inappropriate with test measures of both Kaufman and the Stanford-Binet. However, test conducted for children should be more cautious especially with use materials. Lead toxicity and choking hazards should be extremely under strict monitoring. Data revealed that prolong exposure to toxic materials may lead to serious renal, hematologic, and neurologic complications (. 117) References Goldman, J., Stein, C. E., Guerry, S. (1983). Psychological Methods of Child Assessment. New York. Brunner/Mazel Inc.. Sternberg, R.J. (2000). Handbook of Intlligence. U.S.A. Cambrige University Press. Guide to Clinical preventive Services. (1989) U.S. Preventive Task force. U.S.A. Reane Publishing Internet source: Kaufman Assessment Battery for Children www.cps.nova.edu/~cpphelp/KABC.html Jastak, Joseph. (1978). Wide Range Achievement Test, Jastak Associates, Incorporated. www.cumc.columbia.edu/dept/sergievsky/cnd/pdfs/ReadingLevel.pdf How to cite Intelligence Definition and Measurement, Essay examples

Bsg quiz full part free essay sample

Warehouse expenses are 5.4% of net revenues. Administrative expenses are 2. 9% of net revenues. Marketing costs are 10. 9% of net revenues. Cost of pairs sold are 53. 6% of net revenues. 8. According to the cost allocation procedures discussed on the Help screens for the Private Label Sales Report and the Marketing and Admit Report, which one of the following is included as part of a companys cost in supplying private-label footwear o chain retailers? A proportionate share of corporate administrative expenses A proportionate share of accompanying costs for celebrity endorsement contracts A proportionate share of plant supervision costs, plant maintenance, and plant depreciation in those plants where private-label pairs are produced A proportionate share of accompanied expenditures for retailer support A proportionate share of accompanied advertising expenditures 9. Which one of the following is NOT a way to effectively differentiate a companys branded footwear from the brands of rivals? Compensate plant workers at levels that exceed all other companies in those geographic regions where the company has plantsand thereby boost the companys image as a great place to work Provide free shipping to all buyers at the companys websites Win sufficient celebrity endorsement contacts to achieve higher celebrity appeal ratings in the various geographic regions than most all other rivals Deliver orders for branded footwear to footwear retailers in a shorter time than most all other rivals Produce and market branded footwear with a higher SIS rating than the branded outwear of most all other rivals 10.Based on the industry-low, industry-average, and industry-high values for the benchmark data in each issue of the FIR, which of the following is an unconvincing or untrustworthy indication that one or more elements of your companys costs are too high relative to the costs of rival companies? Your companys warehouse expenses per pair sold in both the wholesale and Internet segments are above the industry average Your companys operating profits per pair sold in all 4 geographic regions of the wholesale segment for branded footwear are below the industry-high values

Literature Review of Celebrity Endorsement Essay Example

Literature Review of Celebrity Endorsement Essay Running head: A LITERARY REVIEW OF CELEBRITY ENDORSEMENT Celebrity Endorsement in Mass Media Advertising Brands Celebrity endorsement in mass media advertising has become a very beneficial phenomenon for many countries and has significantly increased in the past decade, and should be the main principle of brand communications since it is the key to marketing success. Any product that is displayed in a television commercial or magazine advertisement by a corporation that uses a celebrity or well known public figure to give a testimonial or information about the product, is practicing celebrity endorsement. Although commonly thought of starting in the United States, celebrity endorsement began in India during the ‘80s but has since been adopted by countries in Asia, Europe, and almost worldwide. Modern mass media (especially that of tabloids) has increased exposure of celebrities to the point that it is unavoidable to not be exposed to a celebrity face. The primary principle that celebrity endorsement works off of is the public recognition of the celebrity endorser as an admirable or desirable cultural force. It is not uncommon to view commercials from the past 10 years and see popular icons like Britney Spears endorsing a particular soft drink like Pepsi or Michael Jordan endorsing Nike as the number one brand for anyone that has even the slightest liking to sports. These celebrities among many others, are used to promote products, services, and ideas (Kambitsis et al. , 2002). A reason for the increase in the usage of celebrity endorsing on various levels of mass media is almost exclusively due to the fact that this strategy results in more positive advertisement and product ratings (Dean and Biswas, 2001), as well as We will write a custom essay sample on Literature Review of Celebrity Endorsement specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Literature Review of Celebrity Endorsement specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Literature Review of Celebrity Endorsement specifically for you FOR ONLY $16.38 $13.9/page Hire Writer A LITERARY REVIEW OF CELEBRITY ENDORSEMENT an increase in the purchasing of the product and in turn, increased finances for the producer (Erdogan, 2001). Most celebrity endorsers come from the entertainment and sports industries. Nevertheless, more than likely, the celebrity endorser is not known to the public for the product that they are endorsing (Friedman, 1979), therefore they are not experts of that product. As mentioned previously for example, Britney Spears has endorsed Pepsi. She s an iconic pop singer and even though she wrote a song called â€Å"Joy of Pepsi,† she is not an expert on what the best tasting soft drink is; her fame has no relation to what she is endorsing. Besides those obvious facts, Pepsi’s sales increased four times as fast as their competitor (DeNitto, 1994). Although celebrity endorsing is very expensive for the companies, in the long run it has often helped their sales because they are recognized by the public and viewed as more powerful t han an anonymous face of a model (Carroll, 2008). Celebrities are also interested in endorsing themselves in the product as their image considerably develops rather quickly along with the product. According to Speck (1988), endorsements involve three participants; sellers, endorsers, and target consumers. This is because the seller asks an endorser to use and evaluate a product, and then after trying a product, the endorser encourages the target consumers and personal fans to also purchase and try out the product. Advertising campaigns using celebrities to support brand strategy have in general tended to be repetitive, high-profile and loud extravaganzas in which the celebrity features prominently and directly, unlike the product itself, which seems more like an addition to the whole scheme of the advertisement (Carroll, 2009). Celebrity endorsement is a powerful marketing strategy compared to the A LITERARY REVIEW OF CELEBRITY ENDORSEMENT likes of public relations and sales promotion but has been the most long-standing beneficial strategy out of all (Hsu and McDonald, 2002). Choosing the Celebrity Endorser Giving a brand a recognizable ‘face’ is often more than just a marketing strategy, but for better or worse can change a brand forever. Thus, choosing a celebrity endorser is of maximum importance and therefore done on a whole slew of parameters that include appeal, looks, popularity, product type, message type, etc. (Erdogan, 1999). The general belief among advertisers is that brand communication messages that are delivered by these selectively chosen celebrity endorsers, produce a higher appeal and recall than those advertisements that are not celebrity endorsed. Furthermore, when celebrities are recognized with brand names, it creates a positive attitude, as well as a distinct personality for the brand. For example, Forbes reported that Chanel, an extremely well known Parisian fashion house, acquired an endorsement deal with spokes icon Nicole Kidman, which in turn increased business by about 16%, without administering any changes whatsoever in fragrance or packaging, because â€Å"all of a sudden, younger women took notice of the brand (Forbes). † Credibility is also an obvious large part in determining who to use in endorsements for a specific product. Previous research has shown that celebrities that endorse several products at a time are seen as less credible to the typical consumer (Hsu and McDonald, 2002), rather than a celebrity who just endorses a single product. The reason for this insight is because a celebrity who endorses multiple products can seem as if they do not have a real liking or interest in a particular product and will just peddle any product that is asked of them. Another event that could A LITERARY REVIEW OF CELEBRITY ENDORSEMENT iscredit a celebrity endorsement is negative press or events that are associated with the celebrity’s name. This very problem occurred in 2005 with supermodel Kate Moss. She was dropped from her endorsements from large companies Burberry, HM, and Chanel, when photographs of her snorting cocaine surfaced in magazines and websites. Companies using a celebrity endorser take into account the serious consequences (loss of revenue, bad image) of putting a tainted face to their produc t since as stated above, the brand’s whole personality is often dependent on the celebrity endorser. Another aspect that is taken into account pertaining to the effectiveness of the celebrity endorser is to directly measure the degree that the consumers evaluate the celebrity as genuinely liking the product that they are endorsing. According to Gilbert and Malone (1995), these evaluations are recognizable under a type of judgment called â€Å"correspondent inferences. † Correspondent inferences generally refer to a judgment that consumers observe the endorser’s behavior in the advertisement to then infer consistent character in the endorser. For example, the consumer would observe an athlete saying he loves the breakfast cereal Wheaties, and then the consumer would infer that the athlete really does, in fact, like Wheaties. Adding to this study, McCracken (1986) suggests that a celebrity that best represents the appropriate symbolic properties â€Å"of the product should be selected, thus, highlighting the importance of the cultural meanings of celebrities in the endorsement process. † Culturally speaking, Americans identify themselves more closely with celebrities and are more willing to accept and unconsciously accept endorsement messages. Brands are therefore seen as playing a fundamental, as well as A LITERARY REVIEW OF CELEBRITY ENDORSEMENT complex role in the construction of the self (Carroll, 2009). We achieve self-consistency via brand consumption, purchasing brands that we perceive to be similar to our selfconcept. Defined as image congruence hypothesis, this suggests that brands perform a function of self-enhancement whereby consumers form perceptions about brands and compare these to their own value system, selecting brands that match the closest. All in all, the public’s fascination with the celebrities will continue on because of their role in society as an entertainer and in return, the use of celebrities in advertising will continue to increase (Pringle, 2004). Grant McCracken has proposed the Meaning Transfer Theory when referring to celebrity endorsement and its effectiveness. His theory states that a celebrity encodes a unique set of meanings that can be transferred to the endorsed product if used in the correct way. This theory takes place in three stages—encoding meanings, meaning transfer, and meaning capture. McCracken’s theory is described as first, encoding meanings: this is basically the age, gender, race, and wealth or personal lifestyle that a celebrity can be identified with by the public. For example, a celebrity can be seen as cute, witty, and charming due to any of those factors, since each person viewing these celebrities will make their own meanings about them (McCracken, 1986). The next stage that occurs is meaning transfer. This second stage transfers those meanings to a product and when those meanings are skillfully portrayed, celebrities are able to communicate the image more powerfully as endorsers. The final stage is meaning capture, which assumes A LITERARY REVIEW OF CELEBRITY ENDORSEMENT that consumers purchase products not just for their practical value, but for their cultural and symbolic value that they can convey from the product. Agreeing with McCracken, Carroll also adds to this statement by reporting that the consumers now turn to brands of products less as bundles of utility and more so as â€Å"badges that contain social meaning† (Carrol, 2009). Simply put, it is the stage that the consumers hope to capture some part of the meaning from the first stage (cute, witty, etc. , which the celebrity endorser has seemed to have passed on to the product. This is especially true in celebrity promoted lifestyle products like perfumes, clothes, and consumer technology (McCracken, 1986). Because celebrity endorsements tie into people’s personal and cultural meanings, it seems that they will always infinitely be effective and have proven to be a sustainable marketing technique. Based on the previous research, this study will move forward and add to the literature by asking the following questions: RQ 1: Will all correspondent inferences be positively associated with the attitudes toward the advertised product? RQ 2: Will observers (consumers) still believe that the celebrity endorser likes the product more than the average user, even though they know the endorser is getting a large payment? References Dean, D. H. and Biswas, A. (2001). Third-party organization endorsement of products: an advertising cue affecting consumer pre purchase evaluation of goods and services. Journal of Advertising. 30 (4). Carroll, Angela. (2009). Brand communications in fashion categories using celebrity endorsement. Journal of Brand Management. 17 (2). 146-158. doi: 10. 1057/bm. 2008. 42 DeNitto, E. (1994). Pepsi, Coke think international for future growth. Advertising Age. p. 44. Erdogan, B. Z. (1999). Celebrity endorsement. Journal of Marketing Management. 11 (1). Erdogan, B. 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