African American Leadership: Two Voices, One Vision

Booker T. Washington and W. E. B. Du Bois, two distinct figures, whom both found the latter part of the 1800’s, in need of leadership from within a segmented group of American Society were placed in odds over a single issue†¦successful racial â€Å"up lift† for the African American population. As in any case when the attention of the masses is at stake, the titanic collision of honed minds was inevitable.The two men, sought to position their respective plans as the predominate solution to solve racial inequality and achieve racial uplift for population of former slaves and born free citizens in the United States.Booker T. Washington, born into slavery, 1856, for the first nine years of his life, held that the black community must exercise patience. Any abrupt aggressive action by African Americans would be interpreted as threatening by the Caucasian majority therefore inviting justifiable increased discrimination against blacks. Washington’s philosophy put f orth the notion that blacks should be willing to sacrifice social and political equality, in exchange for economic liberty.The path to â€Å"up lifting† would be achieved through fidelity, being trusty worthy and industrial. Born free in 1868, W. E. B. Du Bois was the product of a respectable family that held position in the community of Great Barrington, Massachusetts. Du Bois believed the top ten percent or as he dubbed it â€Å"the talented tenth† of the African American population should focus all their energy on higher education. The African American intellectuals would then lead the masses to a higher social rung.Protest, challenge, provocation were the watch words for Du Bois’ method. He clearly felt immediate political, social and racial equality was warranted. As stated by Jacqueline M. Moore, author and educator, Booker T. Washington, W. E. B. Du Bois, and the Struggle for Racial Uplift, â€Å"the debate recognized that there were more than two method s of racial uplift† (Moore, p. 89) Washington’s views, was somewhat misconstrued to believe he was â€Å"selling out† to the majority of American Society.While he felt that African Americans should not push themselves into unwelcome arenas, he knew that political accomplishments were short lived and whimsical. His confidence was in the economical and financial gains that were long term and wielded tangible influence. Washington was clever enough to quietly lobby majority law makers and civic organizations in behind scene efforts to garner support for African American enfranchisement. Even more astute by Washington was his ability to fund his educational agenda from wealthy financial supporters.Du Bois took the position that Caucasian America should be held at an arms distance, neither rejecting nor embracing. He felt the way to eliminate tension between the races was to create a synergy between being African Americans and the rest of America by utilizing the tale nts of the so called â€Å"Talented Tenth† to spearhead the struggle for national racial equality. Thru Du bois’ multiple initiatives to further promote his cause, â€Å"encouraging action and open protest to challenge racism and discrimination† (Moore, p. 78) were standard in his approach.Washington was convinced through hard work and the financial success of entrepreneurial enterprises, respect and equality would be gained for African Americans and â€Å"up lifting† of the race would be a natural evolutionary process. Clearly because of his experiences as a former slave, Washington’s philosophy was shaped by determination and work ethic. Educated at Hampton Institute, a vocational institution, described as â€Å"progressive, training people for skilled work. † (Moore, 21), was the capstone of Washington’s desire to continue educating African Americans in skilled trades.In direct opposition to Washington’s vision of an industr ial educated populace that would improve thru commerce, Du Bois’ selected â€Å"Talented Tenth† would â€Å"help others to fight for the rights for the race†(Moore, 62) with their knowledge of modern society. This type of comparison epitomizes the differences of the two visionaries, however Washington’s approach is accurate as well as brilliant, â€Å"Under the guise of maintaining the social hierarchy, [he] was able to create a strong, independent, black-run institution† (Moore, 28).While outwardly going along with the status quo, Washington tacitly used his economic prowess to build a tangible independent entity capable of choosing its own destiny and purpose. All the while Du Bois relied solely on rhetoric and the intellectual elite to build his constituency to improve the status of African Americans. Judging from racial attitudes in seemly integrated Great Barrington, Massachusetts, Du Bois was denied community sponsored scholarship to Harvard University. Further acknowledgement of the less than ideal racial setting, Du Bois attended integrated schools, â€Å"adult blacks and whites did not mingle socially,†(Moore, 39).Historically African American college Fisk University did offer him a scholarship. Author Jacqueline M. Moore was injudicious in her conclusion, â€Å"he (Washington) was the only one capable of negotiating with both the white North and the white South and that outspoken protest would simply make matters worse† (Moore, 68). Mistaking his silence for weakness overlooks effective lobbying in politics and underlying influence in advancing the African American race. Du Bois’ stance towards racial equality is the central criticism of Washington.Du Bois felt that Washington was allowing Caucasian America â€Å"off the hook† of responsibility. While they both agreed institutional segregation had to end, Du bois felt strongly that African Americans were owed assistance from the general s ociety. â€Å"Solving the race problem required everyone’s involvement (Moore, 72). † Washington chose self â€Å"up lift† from the collective boot straps. Clearly Washington’s experience as an ex-slave impacted his work ethic and decision making process and shaped his views of how African Americans should advance the struggle for equality.Comparatively Du Bois argued that Washington was subservient toward the majority rule and racial discrimination. Racial discrimination and violence was at an all time high, however Du Bois’ model for protest, higher education, and a demand for immediate social and political equality was hollow without effective means. The establishment of several civic and social organizations by Du Bois could only voice outrage and indignation. There was no real force behind the effort to motivate people to change on both sides of the racial divide.Washington was widely accused of pandering and compromising by contemporaries as well as scholars of today. What is clearly overlooked is Washington uncanny foresight of recognizing the importance of financial and economic gains over social gains, â€Å"Blacks would agree not to push for social and political equality if whites would agree not to exclude them from economic progress† (Moore, 33). This statement alone underscores his ability to correctly comprehend what drives a capitalistic society, even in the early 1900’s, and to predict the necessary tool for the future is clearly defined as economic progress.Another popular misconception was that Washington focused on presenting African Americans as well dressed, polite educated puppets that could â€Å"discuss† the plight of their people with out offending the listening audience. The message would be a softer, more acceptable presentation for the gentile surrounding. While that may have been an actual tactic used by Washington, it was only a well thought maneuver to fund his educational i nstitution, Tuskegee Institute, by well heeled benefactors. He now favored influence as well as philanthropic support that would educate the next generation of resourceful, independent entrepreneurs.If his vision had been realized, financially successful enterprises started in 1900’s possibly could have survived today or subsidiaries that would be in existence to hire the today’s African American professionals at all levels. Once could only imagine the business knowledge gained and economic success of competitive entities started during the industrial age. Washington may have sacrificed some short lived dignity, but he realized that un-restrain economic growth is tangible and sustains while intellectual accomplishments does not protect or shelter.In the final analysis, the examination of how Du Bois and Washington sought out a collective political, social and economical agenda in the midst of national racial turmoil during the turn of the century is an interesting anal ogy of today’s civil rights leadership agenda. Washington’s method was clearly the most beneficial for the improvement of African Americans for then as well as today. Promoting economic success was the most fundamental element in the struggle for racial uplift.Understanding and able to recognize the changing economic conditions would allow the national objective of racial equality to be the sole issue versus both combined as they are today. As an active participant in the industrial revolution, Washington recognized success as access to business opportunities with a foundation in industrial education. Compared to modern day choices, ground floor Internet opportunity or NAACP internship? Washington’s was option was clearly the proper path, noted by the number of successful African American business that flourished during segregation, i.e. Johnson Publishing, A. G. Gaston Insurance, Motown, etc compared full to racial integration era business successes they remain in African American control. Even though African Americans had limited political power and remained segregated socially, pure economic growth would have accelerated true racial uplift and the issue of economical inequality would have been an issue of the past. Booker T. Washington, W. E. B. Du Bois, and the Struggle for Racial Uplift, Jacqueline M. Moore â€Å"Wilmington , Delaware : Scholarly Resources, 2003.

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Chidera Egbukwu Mr. Bodden ENG4U 10 September 2012 Downturn in Ontario Economy The city of Ontario has become a place of interest due to the economical issue of financial inequality, non-affordable houses, poorest funding of public services among all other provinces. In response to the economic downturn of the Ontario economy due to the excesses of debt run, the world of the Ontario economies is approaching a new era, which is very negative. With a population of more than thirteen million (13,000,000 >), which is 38. % of Canada, Ontario is home to one in three Canadians. More than 15 percent live in urban Centre’s, largely in cities on the shores of the great lakes. Regardless of the size of Ontario, it is ranked at the bottom of the province pack inclusive of: Alberta,  British Columbia,  Manitoba,  New Brunswick,  Newfoundland and Labrador,  Nova Scotia,  Ontario,  Prince Edward Island,  Quebec, and  Saskatchewan. When it comes to funding and access to public programs and services ranging from health care to education and justice to disability benefits.The income gap between rich in Ontario is very high with the provinces poor and middle classes (grassroots citizens) working more hours with inconsequential income gains while the richest still gain more huge income with less experience in hard work, in other words no matter how hard the poor/middle class work they cant earn as much or even 10 percent as much as the rich. Ontario also has the worst record on affordable housing, with 152,077 Ontario households on wait lists in January 2011, the report says.In 2009, Ontario spent $64 per person on affordable housing compared to the provincial average of $115 per person. The poor still can’t even afford the houses that range from prices as high as C$292,500, which happens to be the cheapest price for a house in Ontario. From 1981 to 2010,Ontario experienced the largest income inequality of any of the eleven provinces at the same time having the second highest increase in poverty rate. According to the Ontario long-term report, in 2009, the government announced a comprehensive tax package that will help create jobs and make Ontario more competitive.I think the problem for Ontario with this move might be that borrowing money amongst the middle class and grass-root Ontarians, which will make Ontario reaching its budget target harder to reach. â€Å"Economic growth will slow to 2. 7% in 2011 following the ? rst full-year recovery rebound to an estimated 3. 0% in 2010. The economy grows more slowly in 2012 with the removal of government stimulus and ? scal consolidation along with slower growth in exports. Business investment spending stands out as the most robust sector of the economy growing at an average 6% annual rate during the forecast period.The unemployment rate slowly retreats from its highs, remaining above 8% this year and falling to below 7% in 2014. In? ation spikes higher in 2011 due to higher en ergy and food prices but settles down in the following three years to just above 2% annually. The province’s export-oriented industries struggle under a currency at par and below normal U. S. import demand. â€Å"(Helmut Pastrick, 2011) The highlight of Ontario’s forecast for 2011 to 2014. John Milloy, the minister of community and social services â€Å"we realize that the system needs fixing. I’m the first to admit that there are some huge problems with it†.Personally I take that as an ignorant comment because of the Ontarian government were really concerned about the declining turmoil of the Ontarian economy, immediate changes would be made in the financial aspect of the economy to prevent a great breakdown of the economy from the growth stage to decline stage (recession). Some of the changes I think should be made are: Improvement of basic infrastructure, modernizing tax system , creating more job opportunities to reduce unemployment, more public serv ices ,improving productivity , On the long run. Growth and macro economy.

Personal statement of admission in USA Essay Example | Topics and Well Written Essays - 750 words

Personal statement of admission in USA - Essay Example Since this period, my desire and fascination in computers and programming grew rapidly. When I joined secondary school, I learned various programming languages including C++ and HTML. This enabled me to conduct a presentation concerning these languages during the career day in the school. My fellow students were extremely amazed, based on my understanding of the languages. After this session, I was utterly motivated to select computer science as a personal career. I was satisfied by the decision because I usually enjoy acquiring new skills and information. In most cases, I use the acquired skills to enable my adaptation in the fast-changing world. This has also enhanced my interest in the innovation sector. According to my personal thinking, computer science would give me an incentive to improve personally and gain information. When I joined the University in Saudi Arabia, I was familiar with most of the freshman courses in the discipline of computer science and information technolog y. The facile nature of computers has even made it possible for me to gain more information in the study of computer science and information technology. Moreover, the versatility of computers has also solidified my interest in the discipline of computer science and information technology, hence; exposing me to the enormous potential of computers. The study of computers has also widened my background in certain concepts. This has left me enchanted and rapt in regard to the developing field. In addition, I have also gained practical knowledge in the discipline of computer science and information technology. I have managed to achieve this through the project works and internships. I completed my bachelor degree and majored in Computer Science and Information technology in Saudi Arabia. After this, I started studying English as a second language in a full time program (Extensive program) in USA at FLS International at Lock Haven University of Pennsylvania since April 2011 until December 2011. Later on, I transferred to complete my English program at the University of Pennsylvania Institute since January 2012 till now. In most of the courses that I have studied in the bachelor program, I have gotten high scores, which have been helpful in my studies. Some of these courses include distributed systems and parallel processing, design and analysis of algorithms, computers architecture, operating systems, advanced databases, and software engineering. I have also scored highly in some of the courses related to mathematics including linear algebra, principles of statistics and probabilities, and differential and integral calculus. The experience I gained from this study was of extreme value to me. I integrated the knowledge gained with the serviceability and functionality of a variety of worldly applications. Through this, I took hold of the application of computer technologies in various sections of life. I have also tried to follow some of the technological innovations and design through gaining facts from different sources. Some of these information resources include attending technological conferences and seminars and reading books related to technological advancement. Also, in order to acquire knowledge on this widespread technology, I familiarized myself on them through a variety of certification courses.

SDS PAGE Term Paper Example | Topics and Well Written Essays - 750 words

SDS PAGE - Term Paper Example -mecaptoethamol prevents oxidation of cysteines and break up disulphide bonds, Bromophenyl dye is used to help in visualizing the sample as it travels across the gel and glycerol is added to make the sample fall to the bottom. (Leamlli, 1970). Electric charge is applied across the gel to influence the movement of protein molecules to positively charged end. Principal behind SDS PAGE The structure of protein molecules to be separated has portions of negative and positive charges resulting from charged R-groups of particular amino acid and hydrophobic portions of nonpolar R-groups hence difference in shapes and sizes of protein molecules. (Hempelmann, 2008) Therefore, the first stage of SDS PAGE is to make the protein molecules linear and to ensure that there are no secondary, tertiary, or quaternary molecular structures in the sample. This is achieved by injecting the sample with SDS, which is a detergent that can dissolve the membrane and solubilise the protein molecules. Its negativ e charge overcome positive charges of protein molecules. The resulting protein is denatured, linearized, and negatively charged. The next stage in SDS PAGE is the separation process. This is based on the molecular size and weight of the molecules, sieving properties of the gel is of great assistance at this stage since protein molecules have the same charge-to-mass-ratio. The gel is not a solid but made up of series of tunnel of different diameters running from one end to the other and are scattered through the gel. (SDS PAGE, 2009) Velocity of particles moving through an electric field is directly proportional to strength of the electric field and degree of charge in the particle but inversely proportional to size of the particles and viscosity of the medium. This is the basis upon which protein of different sizes are separated. (SDS PAGE. 2009). The discontinuous pH parts of the gel come handy in aligning the proteins properly at the starting point. Laemmli gel is composed of stac ker and running gel, the running gel is buffed with Tris to pH of 8.8 with HCl; stacker gel is adjusted with Tris to pH 6.8 with HCl. The electrode buffer is adjusted to pH 8.3 using glycine and the gel is then run at a constant voltage. (Leamlli, 1970) When the power is switched on, glycine (which is a weak acid and can exist in an uncharged state as zwitterions at low pH, or in a charged state as glycinate anion at high pH) ions in the running buffer wants to move away from the negative electrode towards the sample and the stacking gel. The pH in stacking gel is low and so glycin ions lose their charge and slow down. In the stacker and sample, negatively charged mobile chloride ions move away from the cathode creating a narrow zone of very low conductance (very high electrical resistance) in the top of the stacking gel. Almost all the applied voltage is concentrated in this small zone. The very high field strength makes the negatively charged proteins to move forward. The trick, h owever, is that they can never outrun the chloride ions. If they did, they would find themselves in a region of high conductance and very low field strength and would immediately slow down. The result is that all the proteins move through the stacker in a tight

THE EFFECTIVENESS OF FOCUS ON FORM IN L2 LEARNERS' CLASSROOM Essay

THE EFFECTIVENESS OF FOCUS ON FORM IN L2 LEARNERS' CLASSROOM - Essay Example Thus, recasting is perfect for classroom use and is often applied by teachers to see the degree of production reached by their student (Loewn & Philp). However, there is an alternative view to this mode of teaching. Critic Lyster feels recasts to be an ineffective form of teaching (2001). This claim lays on the idea that the other forms of feedback make a more impressive difference. This is because recasts are unable to prove the difference they make. Recasts in their own form are indefinite in showing he progress that is obtained from being used. The advantage of recasts is their similarity to different types of corrective methods used to L2 learning. This makes 50% of the results used by this form prove to be of great benefit to any learner. Recasts take up different forms. Each form has different characteristics which help determine the effectiveness of its model. The success of this form is evident in the help it provides to the learner and the use of this form. Thus, despite the overriding criticism, this essay will move to prove the different types of recasts and the methods that can be employed to make it a very effective form of learning. Research: including theoretical articles and reviews on this form of study have found support that a linguistic form of teaching adds to the communication that focuses solely on creating meaning and is thus of great help in the classroom (Doughty & Williams). Greater emphasis is laid for focus on form because it allows the student to learn from mistakes that arise in linguistics instead of paying too much attention to meaning and communication (Long 2002). This allows a natural flow in the class as it allows the student to learn from their mistakes instead of focusing on a specific and particular way of teaching. This is known as response moves and allows the student to decipher their own error in the words they make. van Lier considers this form of recast to be present in the

Preaching from the Old Testament Essay Example | Topics and Well Written Essays - 2500 words

Preaching from the Old Testament - Essay Example The preacher may have the ability to sermonize putting the thoughts down neatly on paper; yet the preacher may not be able to forcefully and powerfully deliver them to the listener's heart. The whole humankind must preach under the anointing of the Holy Spirit for the sermon to live. When a sermon really lives, the listening audience will crave for more of the same. The answer to many of the problems concerning empty church buildings could be conquered in the pulpit, even before the preacher enters it to preach. For this to happen, the preacher must take preaching seriously. In this paper, we would be discussing on the values, if any, of preaching the difficult passages of the Old Testament to a Congregation. We would be discussing on the Hermeneutics and Homiletics of preaching along with Old Testament Exegesis in the preaching of the Old Testament. Young preachers are often told, 'You must preach Christ from the Old Testament.' But for example, having just finished preaching on Psalm 121, and realizing that we have said little or nothing about Jesus, we may be in great agitation, and search desperately for a magic formula which will help us to preach Christ from the Old Testament. ... passage shows why Jesus is needed; or (3) the passage speaks about something that reminds us of Jesus; or (4) the passage speaks about something that could not be accomplished without Jesus; or (5) the passage shows us an individual/group unlike Jesus. The point here is not to comment on whether these five ways are helpful or not so much as the inherent danger in the approach. It is likely to produce preaching that is wooden and insensitive to the rich contours of biblical theology. Its artificiality would lie in our going through the motions of exegeting and expounding the Old Testament and then, remembering the formula, tidying our notes in order to align them with it. The net result over an extended period of time might be akin to that produced by children's sermons in which the intelligent child soon recognizes that the answer to the minister's questions will always be one of: 1. God; 2. Jesus; 3. Sin; 4. Bible; 5. Be Good. Of course we need to work with general principles as we develop as preachers; but it is a far greater desideratum that we develop an instinctive mindset and, corresponding to that, such a passion for Jesus Christ himself, that we will find our way to him in a natural and realistic way rather than a merely formulaic way. This is a much bigger issue than how we preach Christ from the Old Testament, for at least two reasons. First, because many sermons from the Gospels - where the focus is explicitly on the person of Jesus - never mind from the Old Testament is far from Christ-centred. How is this possible The preacher has looked into the text principally to find himself and his congregation, not to find Christ. The sermon is consequently about 'people in the Gospels' rather than about Jesus Christ who is the gospel. The real question the

On Sexual Double Standard Essay Example | Topics and Well Written Essays - 750 words

On Sexual Double Standard - Essay Example Guys will take advantage of her, use her, and try to get her to bed. She will have a hard time having girlfriends as she will surely be avoided and despised out of disgust. Men are not exempt from double standards. Having friends from the opposite sex during a relationship is also subject to the sexuality of who's making friends with whom. Girls will always justify their relationships with other guys since they are "always in control of their emotions" and are "able to separate boyfriends from boy friends." The situation is a lot more different when guys are concerned. A man who has a close friend while in a relationship is always confronted and accused of dishonorable things. He may even be charged for keeping that friend in time of "loneliness." Double standard is but a bitter fact of life. The truth that standards are almost always applied more leniently to one gender than to another is a manifestation of huge injustice. Double standard greatly violates one tenet of justice known as impartiality-the principle that "same standards be applied to all people, without regard to subjective bias or favoritism." The existence of double standard clearly implies the toleration of discrimination, unfairness, inequality, and prejudice. Thus, double standard should cease to exist in order to promote justice in the society. Men and women should have a fair playing field where each receives equal reaction and recognition of what they "do" and not of what they "are." The widespread double standard in our society is due to various justifications. It is argued that sexual double standard is natural and that's the way things should be. Society has readily accepted that some things are naturally "men's" things while some are "women's." A good example of this is the widespread perception that men are polygamous, allowing them to sleep around even if they are in a relationship but women are expected to be faithful to their husbands. However, viewing that the existence of double standard as natural is also another way of accepting that prejudice and injustice are natural phenomena. The above illustrations of double standard emphasizes the fact that double standard tolerates misbehavior of one gender attributing this to "human nature." Infidelity is perceived to be acceptable when committed by male. The argument here is that, misbehavior should be totally reprimanded and eradicated as it destructs the morality of a community. Just think about the number of families being shattered by "father's night outs." Justifying moral degradation with double standard will not only endanger the moral fiber in the society but will tend to destroy it altogether. The equal right of both sexes is also tainted by double standard. A man who is attracted to a pretty woman can always ask her out. However, a woman asking a man out is less acceptable. The commencement of a relationship is seen as the "right" of every guy while ladies can only accept. It is argued that each man and woman should have the same right and opportunity not only in pursuing relationships but other important aspects. The existence of double standard only gives way to the famous perception that one sex is stronger while the other is relatively weaker. This unequal right irrefutable leads to oppression. The existence of double standard in the society creates an imbalance not only in the responsibility but rights of people. As

Evaluation of Innovation, T Mobile, Nike Considered and Swatch Assignment

Evaluation of Innovation, T Mobile, Nike Considered and Swatch - Assignment Example There are three basic techniques in which enterprises can compete they include production, development, and distribution. This is where T mobile, Nike and Swatch enterprises have developed their competitive advantage. This paper will compare and contrast the process of creativity and innovation involved, in the development of a product, a service and a process in T mobile, Nike considered and the Swatch The Swatch redesign came about because of low priced quartz watches from Hong Kong and Japan, as well as the adoption of the quartz technology, which was invented by the Swedish. There were strategic, managerial and structural problems, which led to the amalgamation of Omega and Asuag (Swedish biggest watch enterprises) into Swiss Corporation for Microelectronics and Watchmaking. At the time of the merger, the watch market had been divided into 3 market segments: lower segment, intermediate and the highest market. It is at the instance that Swatch emerged to control cost and quality in the segments. Swatch introduced trend tied to a firm’s philosophy, which welcomes the change. Swatch configured itself to rapidly develop, launch, manufacture and deliver its new merchandises to the market via cross-functional and synchronized engineering processes and structures. Use of cross-functional crews by aided in the reduction of costs and maximization of results for Swatch. Swatch is d esigned not as a commodity but an emotional product. It became an accessory something that was not common with other brands. As an accessory Swatch was very recognizable. Additionally, to make it even more appealing, the Swatch was designed with different colors that matched with an individual’s outfit. The colors made Swatch more vibrant with crazy designs, which matched mood as well as the sense of style (Design Council 2009). Nike redesigning strategy was  influenced by the criticism it received in the 1990’s because of its poor labor and its environmental policies.  

Role of Universities in Research and Innovation Essay

Role of Universities in Research and Innovation - Essay Example Information on research and innovation is necessary for policymakers so that they may be able to see how they can help the universities to promote their innovation and research in the market. Government support is not enough in most institutions. In most cases, universities collaborate with industries in conducting research. Universities have people, units, and function, which are involved in partnership actions that have an effect on technological and economic development. They do this by licensing and spin-offs. Universities differ in the way they organize their programs or activities so as to foster innovation. Research institutions, majorly in the United States, are more concerned about their societies in the recent past. This is because they represent the inner resources of knowledge in those societies (Amidon, Formica & Mercier-Laurent 2005, p.56). Competency of individuals, knowledge and skills and their application has improved significantly in the economy where these individ uals work. Most countries focus on the development, application, preservation, and discovery of all forms of knowledge and skills. These are the humanistic, scientific, and social knowledge. They therefore assist publicly and privately funded universities. The institutions then appreciate these contributions by appropriately contributing to the development in economy. They enhance knowledge linking activities, which improve technology commercialization, enhance workers’ competency, and assist community and organizational change and increase competency of professionals. He also provide social, economic, and cultural organizational analyses to train and educate individuals and to bring individuals and... This paper stresses that universities are directly involved in state and regional innovation processes in many ways. Development strategy emphasize on improving research institution in low and middle-income perspective and placing them at the inner part of development policies. Commercialization and technology transfer initiatives provides the means in which basic research and its market place meet one another. This is where ideas are converted into products, which then drive the new market and business formation. There are several challenges facing universities that need to be tackled for the institution to remain competitive in knowledge economy. One is to reduce student faculty ratio, this needs a plan on operating funds for new enrollment expansion. This needs expansion of faculties and hiring new staff. Many universities invest financially and politically in the development mechanisms of their firms. This report makes a conclusion that the values, economy, capabilities of a community , competence and orientation of workers must all be transforming and developing continuously across a large range of knowledge, changing technology and global conditions. Research in innovation and technology mobility is on a rising field, and its attractive conditions for learning research attract future academic interests. Efforts to improve long lasting capacity building are under acceleration in almost all growing universities. In conclusion, research and innovation are key aspects of knowledge development.

Globalization and the Effect of Conflicts & Terrorism Throughout the World After 1500 Essay Example for Free

Globalization and the Effect of Conflicts Terrorism Throughout the World After 1500 Essay â€Å"We live in a world that is simultaneously shrinking and expanding, growing closer and farther apart. National borders are increasingly irrelevant. And yet globalism is by no means triumphant. Tribalism of all kinds flourish. Irredentism abounds†. (Attali, 1991: 117) The rate of global change is a remarkably fast process. Even people trained and focused on recording such changes remain at a loss due to the difficult task at hand. However, trends and patterns are often noted and rapidly transcend to topics of discussion in the media, classrooms, and the corresponding governments. One example of such terms is globalization. Although it is quite vague, the paradox is used to describe widespread diversity. Globalization displays a disposition that carries over to the lives of every person who walks the Earth by pointing out that our lives are progressively influenced by forces which have surpassed borders and are changing, forever life on this planet. The process of globalization is reshaping all levels of society. From an individual level, a person may experience a threat or boost to their livelihood due to events that are happening far from their region, such as a drought in a distant country where certain vegetables are domestically exported. However, on a larger scale, governments may succumb to threats from other powers and consequently experience a loss in their nations’ freedom. Both are examples of the concept that the world is more interconnected than ever before. The globe is essentially border-less in the twenty-first century. The origins of global interdependence can be largely contributed to the wars and battles fought throughout history for various reasons. Dating back to the American Revolution, the colonists saw a brighter future for their growing nation and took the necessary steps to ensure their freedom. This desire for freedom ultimately led to the revolution that we now know as the â€Å"American Revolution†. Another similarly brutal conflict prior to the 1800s was the French Revolution. The revolution was set forth to bring an end to the French monarchy, but was unfortunately followed by a comparably bad reign of terror. The reign brought a spell where rival sectors dueled for control of power, resulting in the executions of nearly 40,000 people. However, out of the resulting destruction and rubble emerged the infamous Napoleon. The French and Americans were not singled out in their strive for freedom, power struggles in Latin America erupted into wars for independence as well as the Russian Revolution in 1917. What we currently brand as globalization can be traced back to the post-Civil War era, when the world was just greeting the dawn of internationalization. Up until 1914 an international economy was in place, under the control of the transatlantic trade. This trade system was managed by Great Britain and relied on open markets and developing lands as resource bases and consumers in underdeveloped nations. It was in the midst of this international industrial economy that the U. S. became a world power due to the potential noticed by the European trading authorities. This period did not undergo the radical form of globalization that characterized the post-Cold War era, with their highly efficient worldwide communications, means of transportation and technological advancements. Prior to this time, less production was outsourced. The people affected by globalization were most likely the wealthy, rather than the common people, in the early twentieth century. Likewise, prior to the world wars, it was very distinctively clear which nation was in control of the corresponding aspects of the market (production, marketing, culture, etc. . However, as the turn of the century approached, so too did an upheaval of the old ways in which the world divided its economy. In the pre- World Wars (I and II), there was a much more clear divide on the nations and their role in the world market. But, as the turn of the century approached and soldiers returned home from serving in World War II, there was a paradigm shift and the sense of ownership sort of dissipated. Concurrently, as the market changed so too did the rate of globalization. The twentieth century brought a new, irrevocable change to this world as it allowed people from every nation to communicate and trade unlike ever before. Another aspect of great importance in the talk on conflict and terrorism in the world is the role of religion. Religious values and views play a prominent role in the lives of people as they deal with issues affecting their communities. It provides its followers’ lives with a core vision, which in turn colors their behaviors, choices, and aspirations. For this exact reason, any large issue must be addressed in a sensitive manner. The attacks on the world trade centers in 2001 bring to mind this concept of religion and the diverse ways in which it can lead people to respond to a tragedy. Henry Wilson poetically stated his view on the importance of coexistence in, â€Å"Whether the future of humanity will be shaped by the ‘clash of civilizations,’ the ‘clash of ignorance,’ the clash of religions and ethnicities, or confrontations between the ‘West and the rest’ is hard to predict. It may be a combination of several of the above as they are all intricately interlinked. It may also be caused by the emergence of hitherto unclear issues of polarization†. As touched on in the presentation, conflict and terrorism have played a key factor in the revolution of the world. It has ramifications that affect nearly everyone on the planet from the individual level all the way up to entire nation-states. The economy too transforms during times of war and people must compensate for the portion of the population that is off in battle. This adaptation described is a fairly perfect example of globalization. It adequately displays how times of conflict in one region of the world can strongly influence the rest of the world due to the interconnectedness of our planet.

Psychologically Manipulative Advertising Strategies

Psychologically Manipulative Advertising Strategies Introduction: This research is based on the psychological effects of advertising on the consumer. The controversial advertising campaigns are intended to provoke discussion of global issues, not to sell clothes. Today, any product is made of two things: a percentage of material and a percentage of image. And the part of the product that is made of image is getting bigger (Luciano Benetton)( Financial Times, 2001). Therefore advertising is getting more tricky and complicated. The picture has great importance to the content of the advertisement because it has the possibility to express feelings. Owing to this, it is very important to be sure that the picture expresses feelings that agree with the strategy of the sender. If not, there is a risk that the picture sends out a message that was not intended (Sidenbladh,E 2000). This not only kills the purpose of the advertisement but fails to impact the consumers mind, not to mention the waste of valuable advertising time and the costs attached to it. Ad vertising intends to influence people to think a particular way and to apply pressure for consumers to purchase a product. There is a level of understanding of this fact on the part of the consumer, but this does not mean that the people are able to fully control their own reactions. To persuade the receiver is the most important task of the picture. The receiver is meant to think along the line of thoughts that the sender intended to create. It is therefore believed that peoples self-understanding, behaviour and lifestyle would be affected. The picture is intended to remind people about their own and personal lifestyle and experiences. The fact is that we look at a picture in accordance with our own experiences. The consciousness only grasps a small part of all the sight impressions we actually receive. This is where peoples different associations and experiences enter the picture (Hansson et al., 1992). Many of these messages are certainly involuntary, usually coming from the atti tudes that are widespread in a society at a given time. These messages are intended to attract the viewer and to guide thier thinking on certain channel with the aim of selling the product and making the consumer believe that are getting the complete package that comprises of the product along with the image attached to it. This may be achieved by giving an impression of what that product may account for in their lives by exaggerating and impressing an image of a certain level of emotional importance that they link to the product. There are many different communication models that originate from the classical Stimuli-Organization-Response Model (Aaker et al., 1992; Fiske, 1994). As an example we have chosen Edfeldt (1992) because it stresses the influence of disturbance of the senders message. The sender should create an advertisement and formulate it in the best possible way, in order to sell the product intended. Already at this stage it might happen that the message changes owing to the simple reason that it is not always so easy to put your thoughts into words and pictures. The senders own thoughts have vital importance to how the advertisement will look and through which sender and channel it will be publicized. When the advertisement reaches the sender it will be changed and also be affected by this persons personal thought; later on it will also be adjusted and might again be changed in some ways, in order to fit the media channel, which is intended. After that the receiver, and hopefully also the consi gnee, will get the message and in this step it is their thoughts that decide how the advertisement shall be interpreted. Consequently, at every step there are disturbances, which make the process sometimes troublesome.(Andersson, S. 2004)Advertising agencies make use of their knowledge of psychology to come up with campaigns that will appeal to the consumers desires and needs. In an individual society its easier to victimise the masses with such kind of an advertisement campaign as compared to multicultural societies. Products like fairness creams are significantly advertised in the sub continent and the advertisements give an impression that people who are dark are less likely to succeed in life as compared to the ones with a lighter skin tone. One of the fair and lovely ads shows how a girl cannot get her dream job only because she is dark and after using this product she get it even without an interview. (Fair and lovely, 27 Feb. 2009) Viewing such an ad will impact the people who have a darker skin and in some cases put them in a complex about their appearance. This in turn will make the consumer believe that in order to live a better life they require the product. Contrary to that in countries with a predominant Caucasian population tanning lotions are publicised. These products are again publicised sticking with the same concept. The Coppertone Sun Lotion Commercial from 1989 shows a girl walking on the beach alone and lonely and at the sight of the tanning lotion she starts to fantasize of being really sexy and a male attention magnet. (Coppertone Sun Lotion Commercial 1989, 24 Feb. 2009). This kind of an advertising approach impresses that the product being advertised is not just a luxury cosmetic anymore for the consumer but a survival necessity. Such advertisement campaigns are not taken to be offensive in that particular region and in fact are spot on as these concepts originate from the complexes that originally exist in that particular society. This may also be considered as one of the approaches to this kind of advertising. When the advertisers are dealing with a society like the one in UK that has a mixture of all sorts of cultures using such an advertisement strategy becomes all the more complex and difficult. Some of the ideas might create interest in one particular group of people, while others may be unaffected or worse offended by it. In order to design such a advertising strategy the advertisers may have to have a fairly good knowledge of the way the people think in that particular community which is being targeted. This study will investigate effectiveness of such advertising campaigns as The message of the advertisements is basically to sell products and to be able to catch the receivers attention. Therefore it is important that the sender not only makes sure that the product in the advertisement is successful and is selling, but also is aware of and careful about the pictures many effects. The values that are spread and how they in turn affect the consumer are important for the future of the product ((Hà ¤gg et al., 1972) Literature review Impact of media and in particular visuals on a consumers mind Background Historically, television was assumed to be an excellent vehicle for presenting a message to a relatively captive mass audience (Secunda, 1988). Lead by a large body of research, advertisers often spend noteworthy sums attempting to ensure that certain segments see specific ads enough to prompt some response and spawn the biggest â€Å"bang for the buck† (Vakratsas and Ambler, 1999). There has been a lot of research done on the way consumers react and interpret advertisement. This research focuses on the audience as a whole and consumers as a general market. However there has been no research carried out that divides the consumers in regards to their ethnicity and subcultures and study how each of them react to the same kind of an advertisement. A targeted advertisement is more valuable with the targeted segment because ad characteristics such as actors, symbols, and themes are customized specifically to the characteristics of the targeted consumer segment. Previous research shows that consumers who are members of the group being targeted by an ad are more likely to take a positive interpretive attitude regarding the ad than are members of non-targeted groups (Grier and Brumbaugh, 1999). That is, targeted consumers are likely to create meanings that transmit through the advertisement positively to themselves. It is a common awareness among the managers of multinational companies that advertising plays a vital role in a building brand. Developing and upholding a sturdy brand in the fullest sense requires much more strategic thinking as brand tools suggest the conceiving of a promise of value for customers and then ensuring that the promise is kept. Building a powerful brand requires determining the substantial characteristics of the contributions that carry the brand name and the payback the customers get from those benefits and the psychological or emotional benefits of the products. This may be described as what â€Å"value† means to a typical loyal customer; and what, ultimately, is the crucial nature and character of the brand over time. A good brand image will result in an increase in the brand equity. Strong brand equity allows the companies to retain customers better, service their needs more effectively, and increase profits. (Rajagopal, 2006) Consumers often animate brands by donating them with personality traits, and marketers often create or highlight these perceptions by their brand positioning. Brand personality traits provide symbolic meaning or emotional value that can chip in to consumers image of the brand. Human personality traits are determined by multi-dimensional factors like the individuals behaviour, appearance, attitude and beliefs, and demographic characteristics. Based on the trait theory, (Batra et al. 1993) observed that there are five steady personality dimensions, also called the â€Å"Big Five† human personality dimensions. The â€Å"Big Five† human personality dimensions are Extroversion/introversion, Agreeableness, Consciousness, Emotional stability, and Culture. Based on these human personality dimensions, Aaker (1997) identifies the new â€Å"Big Five† dimensions related to brands. These are Sincerity, Excitement, Competence, Sophistication, and Ruggedness. This pattern suggests that these brand personality dimensions might operate in different ways or influence consumer preference for different reasons. Sincerity, excitement, and competence represent an innate part of human personality whereas sophistication and ruggedness tap dimensions of indivi dual desire. Hence, the following proposition has been considered as the customers identify brands that have similarity to their own personalities and represent closeness in terms of the psychographic and emotional attributes.( Rajagopal, 2006) This builds the grounds for the psychologically manipulative advertising strategies. Advertisers study carefully these attributes and try to link it to the consumer. Then base the advertisements to target these personality traits in people. The following discussions in the paper analyze the influence of advertising practices on the buying behaviour of consumers. The discussions in the paper are built around cognitive relationship between the consumer behaviour and communication. There do exist well thought out advertisement strategies that are carefully planned and call upon the values of a closely defined audience or a subculture. Over a period of time, some campaigns can transform the public perceptions, in turn increasing public awareness and changing general perceptions of issues previously overlooked (Rotfield, 2002). Some subjects that are commonly used as the bases of such sort of an advertising strategy are talked about in the following chapters. These form the basis of psychological manipulative advertising strategies and have an underlined meaning and an impact on the way the consumer not just sees the product but also triggers some emotions that they start to relate to it. Sexuality The upcoming and the new focus of advertiser in th fashion advertisement is the homosexual community. With approximately 22-30 million members (Dossi, 2006), or approximately 6-7 percent of American adults (Seckler, 2006), and a combined collective buying power of $641 billion in 2006, the USA gay and lesbian market is commonly considered the â€Å"Dream Market† (Packaged Facts, 2004). The average household income for gay/lesbian households is between $60,000 and $79,999, significantly higher than that of their heterosexual counterparts (GL Census, 2005). These figures portray the homosexual community as a substantial market. There for an attractive target for the advertisers and a potential consumer base for the brands. A recent study addressing this issue investigates heterosexual and homosexual responses to ads containing heterosexual, implicit homosexual and explicit homosexual imagery (Oakenfull and Greenlee, 2005, p. 429). The authors of the study find that the conventional straight audience is alienated by explicit gay and lesbian imagery, but not by implicit gay and lesbian imagery. They also find that the homosexual audience responds equally well to both implicit and explicit gay and lesbian imagery, and therefore suggested using implicit homosexual imagery to reach this audience and at the same instance avoid alienating or worse offending the larger heterosexual population that makes up a far greater percentage of the market. However, In this study the use of implicit versus explicit gay and lesbian imagery in this study did not represent a deviation in the degree of intimacy, and may have caused a level of inaccuracy in interpretation of the results. The ad that represented the implicit im agery used was an actual beer ad containing the symbolism of a pink triangle, a rainbow flag and the slogan, â€Å"Another one coming out†, this add does have a implicit under lying message to it but does not really have a level of intimacy attached to it that was meant to be studied, whereas the supposedly explicit imagery showed a kiss on the cheek or the forehead with either a lesbian or a gay male couple, both images were taken from clothing ads. Neither ad primarily contained explicit sexual contact, and could have portrayed to be a non-sexual relationship.( Dotson M.J, et al. 2009) Based on the findings of Dotson M.J it is suggested that If narrow targeting is possible, it is preferable to the use of crossover ads. If ones primary audience consists of straight males, one might not wish to use ads with any homosexual themes. There is perhaps wider freedom with a straight female audience who may be more tolerant of ambiguous homosexual imagery. If ones primary audience is gay and lesbian, evident depictions of primarily gay males and lesbians, especially androgynous depictions, are recommended. If management wishes to use crossover appeals in a publication that appeals to both gays and straights, ambiguous subtle approaches would appear to be most appropriate (Dotson M.J, et al. 2009). Gender Gender is one of another tools that can be used for this kind of an advertising approach and plays an important role in how ads are perceived. Both the gender of the audience as well as the gender of the models presented in the ads (Oakenfull and Greenlee, 2005) is of equal value. The relations between genders may have important implications for marketers. Advertisers often place the same advertisement in multiple media outlets, and rely on it communicate a specialized message to each audience (Penaloza, 1996). This could be a problem or a gamble both at the same time. It may be a problem as all the media might not be aiming to the same kind of a consumer in terms of background and mental and emotional levels, therefore the message may be interpreted differently by the variance in the market that is being targeted. It may be a gamble as the advertisers are trying to reach out to a wider demographic with the same advertisement this could be a hit or miss situation depending on the typ e advertisement and the consumer it is targeting. Advertisers usually use gender stereotypes and gender-linked traits (a collection of psychological characteristics and behaviours characterizing men and women) and gender roles activities differentially appropriate for men or women in advertisements (An.D and kim S. 2007). Usually gender role depictions of women as dependent and emotional have been criticized for perpetuating stereotypes and having adverse effects on a wide range of behaviours (Bretl and Cantor, 1988). Specifically, Jones (1991) summarized instances of subtle stereotyping in advertisements: †¢ functional ranking – the ability to depict men in executive roles and as more functional when collaborating with women; †¢ relative size – the inclination to depict men as taller and larger than women, except in the case when women are clearly superior in social status; †¢ reutilization of subordination – an surplus of images of women lying on floors and beds or as objects of mens mock assaults; †¢ the feminine touch – the tendency to show women cradling and caressing the surface of objects with their fingers; and †¢ Family – fathers depicted as physically distant from their families or as relating primarily to sons, and mothers depicted as relating primarily to daughters. (An.D and kim S. 2007) In the past content analysis has been used as a major research method to investigate gender roles portrayed in advertising (Cooper-Chen, 1995). Since, there has been such high levels of research in this particular area, its is not fair to provide a complete review in a few paragraphs (for articles based on the review , see Courtney and Whipple, 1983; Furnham and Mak, 1999. In the first study of this particular subject, Courtney and Lockeretz (1971) reported that US magazine advertisements depicted woman for having a place only in the household, and also did not consider them of a great value to make important decisions, and thus highly dependent on the opposite sex for that matter. In the next few decades, quite a few studies based on the subject (McArthur and Resko, 1975; Belkaoui and Belkaoui, 1976; Whipple and Courtney, 1985; Gilly, 1988; Bretl and Cantor, 1988; Mazzella et al., 1992; Kramer and Knupfer, 1997; Furnham and Mak, 1999; Furnham et al., 2000) also portrayed and examine d this depiction of woman in US magazine and television advertising. This research implied the status of woman and their role to be more of a passive nature, secondary to men, and thus dependent on men, and not capable of making important decisions, depicting their lack of brainpower and authority, younger, appealing, self-enhancing, and ornamental. Such stereotyping in the portrayal of women has continued into the mid-1990s although percentage of women shown as professionals and managers has made modest gains since the late 1950s (Cheng, 1997). The role of women was also brought forward as for being an attention grabber in advertisements, women were quiet often shown as objects of sex (Soley and Kurzbard, 1986; Ferguson et al., 1990; Klassen et al., 1993). While most researchers were mainly focusing and paying attention to the role of women, another research has observed the portrayal of men and women appearing in advertisements together (Wiles and Tjernlund, 1991; Klassen et al., 1993; Zotos and Lysonski, 1994) or male positioning solely (Wolheter and Lammers, 1980; Skelly and Lundstrom, 1981; Kolbe and Albanese, 1996). These studies generally implied that men are depicted in categorically dissimilar ways as authoritative, sovereign, professional, self-directed, outdoor, middle-aged, argumentative, practical, and pleasurable. Comparative studies showed that the difference in the portrayal of the two sexes was in the presentation (i.e. men were kept in the forground as the main focus as the women provided to be a back ground) of the type of products advertised (e.g. men were used for technical products or women for the purpose of household products). Other researchers (Soley and Kurzbard, 1986; Bretl and Cantor, 1988; Ferguson et al., 1990; Klassen et al., 1993) observed that the advertisers had made some development in the ways both the genders are advertised, mainly in the depiction of women in a less domesticated way (e.g. regular representations of women in more professional and corporate ways) perhaps due to the increasing feminine movements along with â€Å"raising† of feminist consciousness (Ford and LaTour, 1993). In this observation the cases studied the impact that the consumer psychology had on the way advertisers approach their advertising campaigns. This also suggested that the advertisers dont just use advertising to make people believe in things but at times use underlying norms prevailing in the society to structure the advertising campaigns in order to relate to the audiences and reach out to them. Hence leaving an impact on the way they view things. Celebrity Another key aspect that advertisers especially in the fashion arena use to impact and attract the consumers attention is celebrities. From the work of Langmeyer and Shank (1994), we can define this assemble not only comprise objective beauty, but also non-physical beauty, such as sportsmanship, charm, grace, intelligence and credibility. A good-looking celebrity is more likely to be a more powerful foundation of a brands image due to the advantage of their celebrity standing and their physical attractiveness (Kamins, 1990). In research that has investigated physical attractiveness showed that physically attractive celebrities have a positive effect on the products and brands with which they are linked to. As an example, after thoroughly reviewing the literature, Joseph (1982) states that physically attractive celebrities have a positive effect on the way the product is perceived and looked upon. In another study Kahle and Homer (1985) discover that the celebritys attractiveness can i mprove the way the brand is remembered, what the brand promises and the attractiveness of a brand. In an even more current study, Till and Busler (1998) bring to a close that the use of an attractive representative for the brand has positive effects, on the attitude of the consumers targeted, towards the brand. One of the findings from these observations is that the attractive sources tend to attract more attention than other less attractive sources. Therefore they are able to communicate the meaning with more effectiveness. Building on from these findings, we can say that the more attractive the celebrity, the more the image of the endorsed product will benefit. An example of an advertising campaign where the attractiveness-image of a celebrity has been linked with the image of the brand and used as a psychologically impacting tool for the consumer is the Star Ambassador campaign by a renowned watchmaker Omega. This ad champagne features supermodel Cindy Crawford and Formula One racing driver Michael Schumacher. Crawfords who is renowned for her beauty, and Schumachers for his outstanding driving abilities makes them extremely eye-catching and very noticeable in their professions and beyond. These attributes make these celebrities ideal ambassadors for Omegas products (see Omega, 2004). Considering this it is safe to say that celebrity attractiveness has a positive relationship with brand image (seno.d, et al 2007). In a study carried out by Klaus et al. It suggested that, women in particular responded more positively and had a more favourable attitude towards, celebrities in the advertisements.(Klaus N et al, 2008). This research also showed that male and female consumers responded more favourably to adverts with female celebrities, with male participants providing a more favourable response than female participants, but finds only limited interaction effects, in terms of differences between male and female participants attitudes, evaluations, and responses, to adverts with male and female celebrities.(Klaus N et al, 2008) This research observed the impact of this manipulation approach in advertising on male and female consumers. Goldsmith et al. (2000) define celebrity standing in the context of advertising as the extent to which a celebrity is â€Å"perceived as possessing expertise relevant to the communication topic and can be trusted to give an objective opinion on the subject†. This shows that the careful selection of a celebrity to represent a product is crucial, as the celebrity has to have some level of relation to the way the product is preceded by the consumer. It could be in terms of the trust that the consumers hold with the celebrity or the authenticity and the sincerity of the opinion of that particular celebrity on the subject of that product. Expertise and trustworthiness are the most important aspects of celebrity credibility. When consumers evaluate these aspects of a particular celebrity, they echo on the soundness of the pronouncements made by that celebrity. There is a level of trust between the celebrity and the consumer. The trust being that the consumer believes in the credibility of what the celebrity is endorsing (e.g.Hovland et al., 1953). The more the consumer is in favour of these celebrity credibility constituents, the celebrity endorser in turn is seen to be a more convincing source for the representation of that information about the product and also as an authentic representation for that brand (e.g. Ohanian, 1990). After a careful study of the literature on this area, Goldsmith et al. (2000) conclude by saying that the assumed credibility of a particular celebrity has a positive impact, in respect to convincing consumers and influencing consumer attitudes, towards the products with which the celebrity is associated. One such example of a celebrity whose credibility coincides with that of a brands image is John Travolta (actor). He endorses the Australian airlines (Qantas). John Travolta as an individual has a passion for airplanes and aviation. He has a commercial pilot license and also owns a Boeing 707. Considering all this, John Travolta is therefore considered to be a convincing aviation expert. Therefore, the Australian airline (Qantas) values John Travolta as a celebrity endorser for their brand (Gotting, 2002). From what has been discussed above, it could be said that celebrity credibility has a positive relation to the image of the brand. As brand image has a positive relation to brand equity, It can be said that celebrity credibility has an indirect but yet a positive effect on brand equity (seno.d, et al 2007). This research emphasises and proves the importance of such kind of an advertising approach and its positive appeal to not only the brand image but also the brand e quity. Importance of consumer behaviour Consumer behaviour can be defined as ‘the study of the process involved when individuals or groups, select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires (Solomon et al., 2002). From a marketing perspective, an understanding of consumer behaviour can help marketers to come up with marketing strategies that successfully aim the group being targeted while fulfilling their business objectives. In order to come to a decision the consumer processes the information conveyed to them which in turn triggers a response including feelings and emotions. These messages, usually in form of images, ‘ either present and attractive personality for the product or indirectly suggest to the consumer that they can acquire a certain style by using a particular brand (Duncan, 2002). As an affect of the advertisements consumers relate products and brands to lifestyles or quality. The emotional experience is becoming a crucial part of advertisin g in todays world marketing communicators require a good understanding of these responses and implications in order to be able to foresee the effectiveness of brand messages (Ducan,2002). Cultural diversity in the UK At present marketers supporting ethnic communities are building brand awareness by using central symbolisms to reach ethnic consumers (Holland and Gentery, 1999). The marketers tend to use the stereotypical image of the ethnic minorities as a base for their advertisements. The inevitable stereotypical portrayal of ethnic minorities in intercultural communications results in a wide range of emotional responses and attributes regarding the motifs of marketers (Holland and Ball, 1995). At the same time the negative responses feared as a result of stereotyping regardless of the intention, may be one of the reasons as to why marketers are slow to catch on the ethnic marketing practices (Burton, 2002), also the uncertainty of marketers in how to approach ethnic consumers (Gooding, 1998). From the literature already discussed shows that the advertisers have put quiet a lot of effort in studying the consumer psychology as a whole and in the past have proved to be helpful to the marketers, ho wever very little effort has been put in the past to study the diversity of the market in terms of ethnicity. One such study lead by Holland and Gentry (1999:67) suggested that irrespective of the degree of acculturation of an ethnic individual, they still tend to ‘ maintain expressive symbols of ethnicity and cultural traditions, whilst..adapting or renegotiating them to fit into present day society. The study of these attributes can open a new window of opportunity for the advertisers to reach out to such individuals at a more personal level. In this context the expression to be used goes beyond the symbolic expression, whereas ethnic individuals hand pick parts of their cultural past with the intention of adopting them to the present day society or in other words come up with a hybrid between the two cultures that they coexist in at the same time at more of a psychological level. The strength of ethnic identification is shown to have a significant effect on audience evaluation of advertisements (Greg, 1997), and in turn is more likely to influence the way the information in the advertisements is perceived and subsequently the implications it may have on marketing related decisions (Green, 1999). Donthu and Cherian (1992) discovered that the measure of ethnic identification may be of great significance to the consumer purchase behaviour. Whittler (1991) suggested that individuals with a high ethnic identification had strong cultural attitudes attached to them, therefore are more likely to be affected by the race or origin of the model. Green (1999) discovered in his study that African Americans were more probable to have a positive assessment of an advertisement featuring models from the same race. Advertisers in their attempts to market a product look for the target markets approval for that particular advertisement though when targeting ethnic minorities they should emphasise more on the use of cultural symbols that are closer to that of the target audiences (Holland and Gentry, 1999). Koslow et al. (1994) observed that using Spanish language in advertisements was linked to positive consumer perceptions towards the advertisers sensitivity towards the Hispanic culture. Therefore it could be said that strong ethnic identifiers are likely to trigger a stronger emotional response to the advertisements that depict some sort of cultural attributes (Holland and Gentry, 1999, Green, 1999). Greens (1999) research findings suggested that ‘the individuals feelings towards advertisements depend on the degree of identification with their ethnic group. The proposition of this study would be to the advertisers that there should be a great deal of emphasis on the media strategy which w ould imply that the main focus should be on their target audience rather than on the creative strategy i.e. the use of black/white models. Green (1999) suggested that advertising in the local publications was more effective in regards to national publications when advertising to an ethnic minority. It was also observed that the Asian markets responded better to the ethnic based advertisements irrespective of the type of media (Kinra, 1997). On the other hand the representation of ethnic actors has increased greatly in the media that there is now an over representation of the ethnic minorities in the media as compared to their proportion in the society (Taylor and Stern, 1997). Thi Psychologically Manipulative Advertising Strategies Psychologically Manipulative Advertising Strategies Introduction: This research is based on the psychological effects of advertising on the consumer. The controversial advertising campaigns are intended to provoke discussion of global issues, not to sell clothes. Today, any product is made of two things: a percentage of material and a percentage of image. And the part of the product that is made of image is getting bigger (Luciano Benetton)( Financial Times, 2001). Therefore advertising is getting more tricky and complicated. The picture has great importance to the content of the advertisement because it has the possibility to express feelings. Owing to this, it is very important to be sure that the picture expresses feelings that agree with the strategy of the sender. If not, there is a risk that the picture sends out a message that was not intended (Sidenbladh,E 2000). This not only kills the purpose of the advertisement but fails to impact the consumers mind, not to mention the waste of valuable advertising time and the costs attached to it. Ad vertising intends to influence people to think a particular way and to apply pressure for consumers to purchase a product. There is a level of understanding of this fact on the part of the consumer, but this does not mean that the people are able to fully control their own reactions. To persuade the receiver is the most important task of the picture. The receiver is meant to think along the line of thoughts that the sender intended to create. It is therefore believed that peoples self-understanding, behaviour and lifestyle would be affected. The picture is intended to remind people about their own and personal lifestyle and experiences. The fact is that we look at a picture in accordance with our own experiences. The consciousness only grasps a small part of all the sight impressions we actually receive. This is where peoples different associations and experiences enter the picture (Hansson et al., 1992). Many of these messages are certainly involuntary, usually coming from the atti tudes that are widespread in a society at a given time. These messages are intended to attract the viewer and to guide thier thinking on certain channel with the aim of selling the product and making the consumer believe that are getting the complete package that comprises of the product along with the image attached to it. This may be achieved by giving an impression of what that product may account for in their lives by exaggerating and impressing an image of a certain level of emotional importance that they link to the product. There are many different communication models that originate from the classical Stimuli-Organization-Response Model (Aaker et al., 1992; Fiske, 1994). As an example we have chosen Edfeldt (1992) because it stresses the influence of disturbance of the senders message. The sender should create an advertisement and formulate it in the best possible way, in order to sell the product intended. Already at this stage it might happen that the message changes owing to the simple reason that it is not always so easy to put your thoughts into words and pictures. The senders own thoughts have vital importance to how the advertisement will look and through which sender and channel it will be publicized. When the advertisement reaches the sender it will be changed and also be affected by this persons personal thought; later on it will also be adjusted and might again be changed in some ways, in order to fit the media channel, which is intended. After that the receiver, and hopefully also the consi gnee, will get the message and in this step it is their thoughts that decide how the advertisement shall be interpreted. Consequently, at every step there are disturbances, which make the process sometimes troublesome.(Andersson, S. 2004)Advertising agencies make use of their knowledge of psychology to come up with campaigns that will appeal to the consumers desires and needs. In an individual society its easier to victimise the masses with such kind of an advertisement campaign as compared to multicultural societies. Products like fairness creams are significantly advertised in the sub continent and the advertisements give an impression that people who are dark are less likely to succeed in life as compared to the ones with a lighter skin tone. One of the fair and lovely ads shows how a girl cannot get her dream job only because she is dark and after using this product she get it even without an interview. (Fair and lovely, 27 Feb. 2009) Viewing such an ad will impact the people who have a darker skin and in some cases put them in a complex about their appearance. This in turn will make the consumer believe that in order to live a better life they require the product. Contrary to that in countries with a predominant Caucasian population tanning lotions are publicised. These products are again publicised sticking with the same concept. The Coppertone Sun Lotion Commercial from 1989 shows a girl walking on the beach alone and lonely and at the sight of the tanning lotion she starts to fantasize of being really sexy and a male attention magnet. (Coppertone Sun Lotion Commercial 1989, 24 Feb. 2009). This kind of an advertising approach impresses that the product being advertised is not just a luxury cosmetic anymore for the consumer but a survival necessity. Such advertisement campaigns are not taken to be offensive in that particular region and in fact are spot on as these concepts originate from the complexes that originally exist in that particular society. This may also be considered as one of the approaches to this kind of advertising. When the advertisers are dealing with a society like the one in UK that has a mixture of all sorts of cultures using such an advertisement strategy becomes all the more complex and difficult. Some of the ideas might create interest in one particular group of people, while others may be unaffected or worse offended by it. In order to design such a advertising strategy the advertisers may have to have a fairly good knowledge of the way the people think in that particular community which is being targeted. This study will investigate effectiveness of such advertising campaigns as The message of the advertisements is basically to sell products and to be able to catch the receivers attention. Therefore it is important that the sender not only makes sure that the product in the advertisement is successful and is selling, but also is aware of and careful about the pictures many effects. The values that are spread and how they in turn affect the consumer are important for the future of the product ((Hà ¤gg et al., 1972) Literature review Impact of media and in particular visuals on a consumers mind Background Historically, television was assumed to be an excellent vehicle for presenting a message to a relatively captive mass audience (Secunda, 1988). Lead by a large body of research, advertisers often spend noteworthy sums attempting to ensure that certain segments see specific ads enough to prompt some response and spawn the biggest â€Å"bang for the buck† (Vakratsas and Ambler, 1999). There has been a lot of research done on the way consumers react and interpret advertisement. This research focuses on the audience as a whole and consumers as a general market. However there has been no research carried out that divides the consumers in regards to their ethnicity and subcultures and study how each of them react to the same kind of an advertisement. A targeted advertisement is more valuable with the targeted segment because ad characteristics such as actors, symbols, and themes are customized specifically to the characteristics of the targeted consumer segment. Previous research shows that consumers who are members of the group being targeted by an ad are more likely to take a positive interpretive attitude regarding the ad than are members of non-targeted groups (Grier and Brumbaugh, 1999). That is, targeted consumers are likely to create meanings that transmit through the advertisement positively to themselves. It is a common awareness among the managers of multinational companies that advertising plays a vital role in a building brand. Developing and upholding a sturdy brand in the fullest sense requires much more strategic thinking as brand tools suggest the conceiving of a promise of value for customers and then ensuring that the promise is kept. Building a powerful brand requires determining the substantial characteristics of the contributions that carry the brand name and the payback the customers get from those benefits and the psychological or emotional benefits of the products. This may be described as what â€Å"value† means to a typical loyal customer; and what, ultimately, is the crucial nature and character of the brand over time. A good brand image will result in an increase in the brand equity. Strong brand equity allows the companies to retain customers better, service their needs more effectively, and increase profits. (Rajagopal, 2006) Consumers often animate brands by donating them with personality traits, and marketers often create or highlight these perceptions by their brand positioning. Brand personality traits provide symbolic meaning or emotional value that can chip in to consumers image of the brand. Human personality traits are determined by multi-dimensional factors like the individuals behaviour, appearance, attitude and beliefs, and demographic characteristics. Based on the trait theory, (Batra et al. 1993) observed that there are five steady personality dimensions, also called the â€Å"Big Five† human personality dimensions. The â€Å"Big Five† human personality dimensions are Extroversion/introversion, Agreeableness, Consciousness, Emotional stability, and Culture. Based on these human personality dimensions, Aaker (1997) identifies the new â€Å"Big Five† dimensions related to brands. These are Sincerity, Excitement, Competence, Sophistication, and Ruggedness. This pattern suggests that these brand personality dimensions might operate in different ways or influence consumer preference for different reasons. Sincerity, excitement, and competence represent an innate part of human personality whereas sophistication and ruggedness tap dimensions of indivi dual desire. Hence, the following proposition has been considered as the customers identify brands that have similarity to their own personalities and represent closeness in terms of the psychographic and emotional attributes.( Rajagopal, 2006) This builds the grounds for the psychologically manipulative advertising strategies. Advertisers study carefully these attributes and try to link it to the consumer. Then base the advertisements to target these personality traits in people. The following discussions in the paper analyze the influence of advertising practices on the buying behaviour of consumers. The discussions in the paper are built around cognitive relationship between the consumer behaviour and communication. There do exist well thought out advertisement strategies that are carefully planned and call upon the values of a closely defined audience or a subculture. Over a period of time, some campaigns can transform the public perceptions, in turn increasing public awareness and changing general perceptions of issues previously overlooked (Rotfield, 2002). Some subjects that are commonly used as the bases of such sort of an advertising strategy are talked about in the following chapters. These form the basis of psychological manipulative advertising strategies and have an underlined meaning and an impact on the way the consumer not just sees the product but also triggers some emotions that they start to relate to it. Sexuality The upcoming and the new focus of advertiser in th fashion advertisement is the homosexual community. With approximately 22-30 million members (Dossi, 2006), or approximately 6-7 percent of American adults (Seckler, 2006), and a combined collective buying power of $641 billion in 2006, the USA gay and lesbian market is commonly considered the â€Å"Dream Market† (Packaged Facts, 2004). The average household income for gay/lesbian households is between $60,000 and $79,999, significantly higher than that of their heterosexual counterparts (GL Census, 2005). These figures portray the homosexual community as a substantial market. There for an attractive target for the advertisers and a potential consumer base for the brands. A recent study addressing this issue investigates heterosexual and homosexual responses to ads containing heterosexual, implicit homosexual and explicit homosexual imagery (Oakenfull and Greenlee, 2005, p. 429). The authors of the study find that the conventional straight audience is alienated by explicit gay and lesbian imagery, but not by implicit gay and lesbian imagery. They also find that the homosexual audience responds equally well to both implicit and explicit gay and lesbian imagery, and therefore suggested using implicit homosexual imagery to reach this audience and at the same instance avoid alienating or worse offending the larger heterosexual population that makes up a far greater percentage of the market. However, In this study the use of implicit versus explicit gay and lesbian imagery in this study did not represent a deviation in the degree of intimacy, and may have caused a level of inaccuracy in interpretation of the results. The ad that represented the implicit im agery used was an actual beer ad containing the symbolism of a pink triangle, a rainbow flag and the slogan, â€Å"Another one coming out†, this add does have a implicit under lying message to it but does not really have a level of intimacy attached to it that was meant to be studied, whereas the supposedly explicit imagery showed a kiss on the cheek or the forehead with either a lesbian or a gay male couple, both images were taken from clothing ads. Neither ad primarily contained explicit sexual contact, and could have portrayed to be a non-sexual relationship.( Dotson M.J, et al. 2009) Based on the findings of Dotson M.J it is suggested that If narrow targeting is possible, it is preferable to the use of crossover ads. If ones primary audience consists of straight males, one might not wish to use ads with any homosexual themes. There is perhaps wider freedom with a straight female audience who may be more tolerant of ambiguous homosexual imagery. If ones primary audience is gay and lesbian, evident depictions of primarily gay males and lesbians, especially androgynous depictions, are recommended. If management wishes to use crossover appeals in a publication that appeals to both gays and straights, ambiguous subtle approaches would appear to be most appropriate (Dotson M.J, et al. 2009). Gender Gender is one of another tools that can be used for this kind of an advertising approach and plays an important role in how ads are perceived. Both the gender of the audience as well as the gender of the models presented in the ads (Oakenfull and Greenlee, 2005) is of equal value. The relations between genders may have important implications for marketers. Advertisers often place the same advertisement in multiple media outlets, and rely on it communicate a specialized message to each audience (Penaloza, 1996). This could be a problem or a gamble both at the same time. It may be a problem as all the media might not be aiming to the same kind of a consumer in terms of background and mental and emotional levels, therefore the message may be interpreted differently by the variance in the market that is being targeted. It may be a gamble as the advertisers are trying to reach out to a wider demographic with the same advertisement this could be a hit or miss situation depending on the typ e advertisement and the consumer it is targeting. Advertisers usually use gender stereotypes and gender-linked traits (a collection of psychological characteristics and behaviours characterizing men and women) and gender roles activities differentially appropriate for men or women in advertisements (An.D and kim S. 2007). Usually gender role depictions of women as dependent and emotional have been criticized for perpetuating stereotypes and having adverse effects on a wide range of behaviours (Bretl and Cantor, 1988). Specifically, Jones (1991) summarized instances of subtle stereotyping in advertisements: †¢ functional ranking – the ability to depict men in executive roles and as more functional when collaborating with women; †¢ relative size – the inclination to depict men as taller and larger than women, except in the case when women are clearly superior in social status; †¢ reutilization of subordination – an surplus of images of women lying on floors and beds or as objects of mens mock assaults; †¢ the feminine touch – the tendency to show women cradling and caressing the surface of objects with their fingers; and †¢ Family – fathers depicted as physically distant from their families or as relating primarily to sons, and mothers depicted as relating primarily to daughters. (An.D and kim S. 2007) In the past content analysis has been used as a major research method to investigate gender roles portrayed in advertising (Cooper-Chen, 1995). Since, there has been such high levels of research in this particular area, its is not fair to provide a complete review in a few paragraphs (for articles based on the review , see Courtney and Whipple, 1983; Furnham and Mak, 1999. In the first study of this particular subject, Courtney and Lockeretz (1971) reported that US magazine advertisements depicted woman for having a place only in the household, and also did not consider them of a great value to make important decisions, and thus highly dependent on the opposite sex for that matter. In the next few decades, quite a few studies based on the subject (McArthur and Resko, 1975; Belkaoui and Belkaoui, 1976; Whipple and Courtney, 1985; Gilly, 1988; Bretl and Cantor, 1988; Mazzella et al., 1992; Kramer and Knupfer, 1997; Furnham and Mak, 1999; Furnham et al., 2000) also portrayed and examine d this depiction of woman in US magazine and television advertising. This research implied the status of woman and their role to be more of a passive nature, secondary to men, and thus dependent on men, and not capable of making important decisions, depicting their lack of brainpower and authority, younger, appealing, self-enhancing, and ornamental. Such stereotyping in the portrayal of women has continued into the mid-1990s although percentage of women shown as professionals and managers has made modest gains since the late 1950s (Cheng, 1997). The role of women was also brought forward as for being an attention grabber in advertisements, women were quiet often shown as objects of sex (Soley and Kurzbard, 1986; Ferguson et al., 1990; Klassen et al., 1993). While most researchers were mainly focusing and paying attention to the role of women, another research has observed the portrayal of men and women appearing in advertisements together (Wiles and Tjernlund, 1991; Klassen et al., 1993; Zotos and Lysonski, 1994) or male positioning solely (Wolheter and Lammers, 1980; Skelly and Lundstrom, 1981; Kolbe and Albanese, 1996). These studies generally implied that men are depicted in categorically dissimilar ways as authoritative, sovereign, professional, self-directed, outdoor, middle-aged, argumentative, practical, and pleasurable. Comparative studies showed that the difference in the portrayal of the two sexes was in the presentation (i.e. men were kept in the forground as the main focus as the women provided to be a back ground) of the type of products advertised (e.g. men were used for technical products or women for the purpose of household products). Other researchers (Soley and Kurzbard, 1986; Bretl and Cantor, 1988; Ferguson et al., 1990; Klassen et al., 1993) observed that the advertisers had made some development in the ways both the genders are advertised, mainly in the depiction of women in a less domesticated way (e.g. regular representations of women in more professional and corporate ways) perhaps due to the increasing feminine movements along with â€Å"raising† of feminist consciousness (Ford and LaTour, 1993). In this observation the cases studied the impact that the consumer psychology had on the way advertisers approach their advertising campaigns. This also suggested that the advertisers dont just use advertising to make people believe in things but at times use underlying norms prevailing in the society to structure the advertising campaigns in order to relate to the audiences and reach out to them. Hence leaving an impact on the way they view things. Celebrity Another key aspect that advertisers especially in the fashion arena use to impact and attract the consumers attention is celebrities. From the work of Langmeyer and Shank (1994), we can define this assemble not only comprise objective beauty, but also non-physical beauty, such as sportsmanship, charm, grace, intelligence and credibility. A good-looking celebrity is more likely to be a more powerful foundation of a brands image due to the advantage of their celebrity standing and their physical attractiveness (Kamins, 1990). In research that has investigated physical attractiveness showed that physically attractive celebrities have a positive effect on the products and brands with which they are linked to. As an example, after thoroughly reviewing the literature, Joseph (1982) states that physically attractive celebrities have a positive effect on the way the product is perceived and looked upon. In another study Kahle and Homer (1985) discover that the celebritys attractiveness can i mprove the way the brand is remembered, what the brand promises and the attractiveness of a brand. In an even more current study, Till and Busler (1998) bring to a close that the use of an attractive representative for the brand has positive effects, on the attitude of the consumers targeted, towards the brand. One of the findings from these observations is that the attractive sources tend to attract more attention than other less attractive sources. Therefore they are able to communicate the meaning with more effectiveness. Building on from these findings, we can say that the more attractive the celebrity, the more the image of the endorsed product will benefit. An example of an advertising campaign where the attractiveness-image of a celebrity has been linked with the image of the brand and used as a psychologically impacting tool for the consumer is the Star Ambassador campaign by a renowned watchmaker Omega. This ad champagne features supermodel Cindy Crawford and Formula One racing driver Michael Schumacher. Crawfords who is renowned for her beauty, and Schumachers for his outstanding driving abilities makes them extremely eye-catching and very noticeable in their professions and beyond. These attributes make these celebrities ideal ambassadors for Omegas products (see Omega, 2004). Considering this it is safe to say that celebrity attractiveness has a positive relationship with brand image (seno.d, et al 2007). In a study carried out by Klaus et al. It suggested that, women in particular responded more positively and had a more favourable attitude towards, celebrities in the advertisements.(Klaus N et al, 2008). This research also showed that male and female consumers responded more favourably to adverts with female celebrities, with male participants providing a more favourable response than female participants, but finds only limited interaction effects, in terms of differences between male and female participants attitudes, evaluations, and responses, to adverts with male and female celebrities.(Klaus N et al, 2008) This research observed the impact of this manipulation approach in advertising on male and female consumers. Goldsmith et al. (2000) define celebrity standing in the context of advertising as the extent to which a celebrity is â€Å"perceived as possessing expertise relevant to the communication topic and can be trusted to give an objective opinion on the subject†. This shows that the careful selection of a celebrity to represent a product is crucial, as the celebrity has to have some level of relation to the way the product is preceded by the consumer. It could be in terms of the trust that the consumers hold with the celebrity or the authenticity and the sincerity of the opinion of that particular celebrity on the subject of that product. Expertise and trustworthiness are the most important aspects of celebrity credibility. When consumers evaluate these aspects of a particular celebrity, they echo on the soundness of the pronouncements made by that celebrity. There is a level of trust between the celebrity and the consumer. The trust being that the consumer believes in the credibility of what the celebrity is endorsing (e.g.Hovland et al., 1953). The more the consumer is in favour of these celebrity credibility constituents, the celebrity endorser in turn is seen to be a more convincing source for the representation of that information about the product and also as an authentic representation for that brand (e.g. Ohanian, 1990). After a careful study of the literature on this area, Goldsmith et al. (2000) conclude by saying that the assumed credibility of a particular celebrity has a positive impact, in respect to convincing consumers and influencing consumer attitudes, towards the products with which the celebrity is associated. One such example of a celebrity whose credibility coincides with that of a brands image is John Travolta (actor). He endorses the Australian airlines (Qantas). John Travolta as an individual has a passion for airplanes and aviation. He has a commercial pilot license and also owns a Boeing 707. Considering all this, John Travolta is therefore considered to be a convincing aviation expert. Therefore, the Australian airline (Qantas) values John Travolta as a celebrity endorser for their brand (Gotting, 2002). From what has been discussed above, it could be said that celebrity credibility has a positive relation to the image of the brand. As brand image has a positive relation to brand equity, It can be said that celebrity credibility has an indirect but yet a positive effect on brand equity (seno.d, et al 2007). This research emphasises and proves the importance of such kind of an advertising approach and its positive appeal to not only the brand image but also the brand e quity. Importance of consumer behaviour Consumer behaviour can be defined as ‘the study of the process involved when individuals or groups, select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires (Solomon et al., 2002). From a marketing perspective, an understanding of consumer behaviour can help marketers to come up with marketing strategies that successfully aim the group being targeted while fulfilling their business objectives. In order to come to a decision the consumer processes the information conveyed to them which in turn triggers a response including feelings and emotions. These messages, usually in form of images, ‘ either present and attractive personality for the product or indirectly suggest to the consumer that they can acquire a certain style by using a particular brand (Duncan, 2002). As an affect of the advertisements consumers relate products and brands to lifestyles or quality. The emotional experience is becoming a crucial part of advertisin g in todays world marketing communicators require a good understanding of these responses and implications in order to be able to foresee the effectiveness of brand messages (Ducan,2002). Cultural diversity in the UK At present marketers supporting ethnic communities are building brand awareness by using central symbolisms to reach ethnic consumers (Holland and Gentery, 1999). The marketers tend to use the stereotypical image of the ethnic minorities as a base for their advertisements. The inevitable stereotypical portrayal of ethnic minorities in intercultural communications results in a wide range of emotional responses and attributes regarding the motifs of marketers (Holland and Ball, 1995). At the same time the negative responses feared as a result of stereotyping regardless of the intention, may be one of the reasons as to why marketers are slow to catch on the ethnic marketing practices (Burton, 2002), also the uncertainty of marketers in how to approach ethnic consumers (Gooding, 1998). From the literature already discussed shows that the advertisers have put quiet a lot of effort in studying the consumer psychology as a whole and in the past have proved to be helpful to the marketers, ho wever very little effort has been put in the past to study the diversity of the market in terms of ethnicity. One such study lead by Holland and Gentry (1999:67) suggested that irrespective of the degree of acculturation of an ethnic individual, they still tend to ‘ maintain expressive symbols of ethnicity and cultural traditions, whilst..adapting or renegotiating them to fit into present day society. The study of these attributes can open a new window of opportunity for the advertisers to reach out to such individuals at a more personal level. In this context the expression to be used goes beyond the symbolic expression, whereas ethnic individuals hand pick parts of their cultural past with the intention of adopting them to the present day society or in other words come up with a hybrid between the two cultures that they coexist in at the same time at more of a psychological level. The strength of ethnic identification is shown to have a significant effect on audience evaluation of advertisements (Greg, 1997), and in turn is more likely to influence the way the information in the advertisements is perceived and subsequently the implications it may have on marketing related decisions (Green, 1999). Donthu and Cherian (1992) discovered that the measure of ethnic identification may be of great significance to the consumer purchase behaviour. Whittler (1991) suggested that individuals with a high ethnic identification had strong cultural attitudes attached to them, therefore are more likely to be affected by the race or origin of the model. Green (1999) discovered in his study that African Americans were more probable to have a positive assessment of an advertisement featuring models from the same race. Advertisers in their attempts to market a product look for the target markets approval for that particular advertisement though when targeting ethnic minorities they should emphasise more on the use of cultural symbols that are closer to that of the target audiences (Holland and Gentry, 1999). Koslow et al. (1994) observed that using Spanish language in advertisements was linked to positive consumer perceptions towards the advertisers sensitivity towards the Hispanic culture. Therefore it could be said that strong ethnic identifiers are likely to trigger a stronger emotional response to the advertisements that depict some sort of cultural attributes (Holland and Gentry, 1999, Green, 1999). Greens (1999) research findings suggested that ‘the individuals feelings towards advertisements depend on the degree of identification with their ethnic group. The proposition of this study would be to the advertisers that there should be a great deal of emphasis on the media strategy which w ould imply that the main focus should be on their target audience rather than on the creative strategy i.e. the use of black/white models. Green (1999) suggested that advertising in the local publications was more effective in regards to national publications when advertising to an ethnic minority. It was also observed that the Asian markets responded better to the ethnic based advertisements irrespective of the type of media (Kinra, 1997). On the other hand the representation of ethnic actors has increased greatly in the media that there is now an over representation of the ethnic minorities in the media as compared to their proportion in the society (Taylor and Stern, 1997). Thi