Effects Of Celebrity Endorsements Cultural Studies Essay

Effects Of Celebrity Endorsements Cultural Studies Essay Well known for having a successful modelling career, Kate Moss has appeared in many endorsed advertising campaigns, such as, Chanel, Louis Vuitton and Versace, to name only a few. Moss endorsement career has had its ups and downs. In 2005, a drug scandal hit the headlines, with pictures of Moss snorting cocaine. This story put many of her endorsements at risk. When the news story was announced she lost major contracts with Roberto Cavalli, Chanel, Burberry HM. However, Rimmel took advantage of the publicity that she was receiving in the media and decided to incorporate the image in their television advertising. The advert showed her partying all night, then applying their new recovery foundation before arriving to work looking fresh and pretty. According to Bussey sales rocketed (Bussey, 2005) after release of the advert. Coty Beauty, who runs the Rimmel brand, decided to keep Moss because she had made a public apology. They will stand by the model after she apologised and promised to overcome her problems (Sky News, 2005) There is no real evidence to show whether keeping Moss made an impact on the sales of Rimmel products. When the author contacted Coty Beauty and JWT, they were not willing to give any information regarding Rimmels sales from the years 2006/2007. Below is a comment made by Peter Knowland, Director of the Rimmel account at JWT. They (Rimmel- Coty Beauty) have no desire to look backwards. They are very excited about the family of Rimmel faces they have today Coco Rocha, Georgia May Jagger, Sophie Ellis Bextor and Kate Moss. They all have a different but important part to play in the promotion of the Rimmel London brand. Glyn Thompson, who works in consumer affairs for Coty Beauty, stated: Unfortunately, we are unable to be of assistance on this occasion as we are a private company and we do not release annual sales report Twelve months after the scandal hit the headlines, Moss had won back many endorsement contracts Roberto Cavalli (again), Stella McCartney, Virgin Mobile (who used the scandal in their campaign), Burberry (again) and Louis Vuitton to name a few (Bussey, 2006) According to Bussey, Autumn/Winter 2006 season was one of Kate Moss most successful- and profitable (Bussey, 2006) This case study defines the quote any publicity is good publicity. Although Moss was receiving bad publicity when the scandal was released, it worked to her advantage as well as Rimmels for sticking by her. David Golding, Planning Director at Rainey Kelly Campbell Roalfe/YR says: You have to think to what extent has her image been tarnished by these stories. The bigger story was how many companies dropped her and then took her back. To me this is proof that she is a great brand icon. (Bussey, 2006) 4.1.3 TIGER WOODS TIGER WOODS SCANDAL COULD COST MEDIA AND SPONSORS $220 MILLION (campaignlive, 2009) Prior to news of the scandal being released in Novemeber 2009, Woods had estimated annual earnings of $100 million in endorsements. Tiger Woods is a good example of how over using a celebrity could jeopardise brands when a scandal breaks. Many advertisers used Woods for his clean-living public image. When the scandal broke about the alleged string of affairs, it was reported that many of Woodss endorsement products would drop him from their advertising. What became evident was that many of his big sponsors did not drop him, instead they suspended any adverts that he appeared in from their campaigns. Procter and Gambles Gillette and Swiss watchmaker Tag Heuer, have maintained their relationships but are not featuring him in current advertising (SkyNews, 2010). Gillette was the first major sponsorship to distance themselves from the golfer over his private life, the company stated this in a press release following the scandal, In the midst of a difficult and unfortunate situation, we respect the action Tiger is taking to restore the trust of his family, friends and fans. We fully support him stepping back from his professional career and taking the time he needs to do what matters most. We wish him and his family the best. As Tiger takes a break from the public eye, we will support his desire for privacy by limiting his role in our marketing programs. (Norton, 2009) However, Accenture and ATT dropped Woods as soon as the scandal broke, stating that he is no longer seen as the ideal, clean-cut promotional vehicle (Timesonline, 2010). However, Woods also announced his Indefinite Leave from golf, shareholders of companies that Mr. Woods endorses lost $5-12 billion in wealth (Knittel Stango, 2010:1). Woods decision to leave golf for a while to focus on his personal life also left his endorsements at jeopardy. Since the story broke, there have been certain companies that have made a big loss. Investors in three sports-related companies Tiger Woods PGA Tour Golf, Gatorade and Nike fared the worst, experiencing a 4.3 percent loss, or about $6 billion. (Talmazan, 2009). This evidence shows that many of his sporting endorsements have suffered the worst. Whether this is because his images in the advertisements are of him as a sportsman- which is what he is famous for, whereas other advertisements are using him because of his nice guy image. Unlike the previous case study, this story is recent, so its difficult to analyse whether these effects will be long term or similarly to the Kate Moss story, the effect on his endorsements may only be short term. A recent poll was created by Sport Business to see what the public believe will happen to Woodss endorsements. The results show that 56% of respondents believe the effects of the scandal will only be short term, 27% believe that there will be no effects at all, whilst 17% believe that the effects will be long term. If these results are correct, then the effects of the scandal will only be short term and, like Moss, Woods may recover some of his lost endorsements. 4.1.4 JAMIE OLIVER- Sainsburys Jamie Oliver is best known as the naked chef, this was the name of a programme that Jamie appeared in, where he went out shopping for ingredients to cook a dinner for friends, the programmes approach was through an informality, friendliness and an easy- going, relaxed format (Byrne, 2003:1). He was announced as the new face of Sainsburys in 2000; it was the first time a celebrity chef has fronted a major supermarket advertising campaign. (PRNewswire, 2000) The credibility of the star was one of the reasons that Oliver was a perfect celebrity for the brand, Abbot Mead Vickers the advertising agency in charge of the campaign, felt that: We wanted to create a brand strategy and develop vision for the brand. Essentially we wanted to re-emphasise the brands focus on quality and position the brand as a leader in the field in terms of quality. Therefore using Jamie Oliver who is renowned for quality would help us reposition on quality and that is what the adverts are conveying to the customer. In essence what we are doing is borrowing his values and transposing them to the brand (Byrne, 2003:6/7) The decision to do this links with the theory that McCracken suggests, the endorsement has to be right, the celebrity has to link with the product, and in order for it to be a success the product needs to attract the consumer. What this evidence does show is that Oliver has a good image through which to portray the brand and what they have to offer, because of his image within the public eye, his success as a chef and the quality of food that he uses. This will allow the public to believe that the products he uses are good, which will be reflected in their purchasing decisions. One concern that the agency had, was they felt that Jamie would not appeal to the 45 plus age group (Byrne, 2003:7) However, due to his informal style, his boy next door and every day image, it has allowed many consumers to relate to him. Since introducing Oliver as the face of Sainsburys, the advertising and sales has gone from strength to strength, According to new research, the  £41m spent by Sainsburys on campaigns using Jamie Oliver generated an extra  £1.12bn of turnover overall turnover was  £17bn. Oliver was single-handedly responsible for  £200m of Sainsburys  £535m profits in the past two years. (Evening Standard, 2002) Kate Nicholson, Head of Sainsburys advertising, made this comment Jamie has far exceeded our expectations. It does sound like an awful lot of money but we know he really has generated these extra sales because we have researched it very carefully Jamie has been a crucial part of our turnaround, I dont think anyone else could have done it (Evening Standard, 2002) Jamie Oliver is a good example of how a celebrity endorsement can work, providing you have the correct celebrity and brand match. 4.1.5 GARY LINEKER- Walkers Before the launch of Lineker as the face of advertising for Walkers, it appeared that the product wasnt at the top of the sales ladder in its market field. The endorsement of the star has been one of the most successful moves Walkers could have made. This type of celebrity endorsed advertising has sought to preserve the emotional bond between product and consumer, as a consumer we believe that the product must be good if celebrities are advertising for them. Figure 4 shows the transformation of Walkers sales since introducing Lineker to the brand. 1996 saw a significant rise in sales after Lineker appeared in the adverts. What is evident is the continuous rise in sales since Lineker joined. At the end of 2004 it was apparent that Walkers had over half of the market share of crisp sales. A spokesman for Walkers mentioned that after two years with Lineker as the face of Walkers Crisps it has helped to sell enough crisps to cover the whole of Holland (Greedystar, 2003) Figure 5 shows the sales that Walkers had in 2002/03. They had a great success, earning more than  £30m worth of sales, Persil were second. What is also obvious is that there are no other crisp brands on the table, clearly outlining the fact that Walkers holds most of the market share for crisp brands in the UK. Since the introduction of Lineker, who has appeared in over 100 adverts, many other celebrities have joined him in advertisements as well, such as The Spice Girls, Charlotte Church, Paul Gascoigne and Girls Aloud. Walkers created a famous campaign that saw Linekers favourite flavour rebranded to Salt n Lineker. This was an advertising ploy that would help the sales increase for a certain flavour. This was a good way to create brand awareness as well as to incorporate the character of the celebrity in the products advertisement. Since the introduction of the campaign, sales had risen from 14.5% to 17.8%. Average sales in grocery stores over the first 12 months of the campaign were 23% up on the previous year (Marketing, 2005) Whats interesting to see with this campaign is that, unlike Jamie Oliver, who has a link with Sainsburys, Lineker has no real link with Walkers Crisps, What they successfully did was to incorporate Lineker within the product, so their advertising had the tag line of No More Mr Nice Guy. Whats also interesting, as Martin mentions, is that young people are a target for snacks.. Which makes football a sensible choice- Regardless of Mr. Linekers nice guy image (Martin,1996:43) 4.1.6 SUMMARY McCracken (1989) believes that providing meanings is a good way to portray a good image with the use of celebrities in advertising campaigns. In relation to this theory it would appear that most of the case studies above have shown evidence of this, Jamie Oliver is an obvious candidate for Sainsburys as he is a chef, therefore the meanings that were portrayed in the advertising proved to be successful and relate to what McCracken believes. The evidence above shows that a celebritys popularity within the media affects the sales of a product, whether in a good or a bad way, Rimmels decision to continue using Moss was a good example of how media attention can be an advantage. The attractiveness and similarity that they portray within the advert by using Moss was apparent to the audience. As Kamins suggests (outlined in the literature review), a celebrity fronting a campaign can lead to the consumer being attracted to the product. QUESTIONNAIRE RESULTS 4.2.1 INTRODUCTION The following charts will outline the results of the questionnaires that were conducted to find the consumers opinions of celebrity endorsement advertising. Overall 70 respondents completed the questionnaires, half Female and half Male. In order to gain a fair set of results it was important for the respondents to be a variety of different ages. The results were inputted onto a database giving opportunities for different reports to be created. These results will form an argument that will seek to discern whether the consumers response to celebrity endorsement advertising is the same as that of the practitioners. The results from the questionnaire are a sample as this is a small research project, whilst it is indicative; it is not big enough to show a definite answer. 4.2.2 THE INFLUENCE OF ADVERTISING It is important to find out whether consumers are influenced by advertising, this will show evidence of how much of the population are influenced by advertisements, which will then allow us to see what population that are influenced by advertising are also influenced by celebrity endorsed advertising. Figures 6 shows evidence that a majority of respondents purchasing decisions are influenced by advertising. However, Figure 7 shows that not as many people are influenced by celebrity endorsed advertising. This chart is interesting as it shows a slight contradiction; not many respondents have brought a product because a celebrity is in the advertisement. However, a majority of them believe that using celebrities in advertising is successful. It would appear that many of the respondents believe that a celebrity brings awareness to a product, but the consumer doesnt necessarily buy a product because a celebrity uses it. One respondent wrote this statement about how they are not influenced by celebrity endorsed advertising. I think that most adverts have celebrities in them but I wouldnt buy a product just because I like the celebrity, probably more to do with the product However, this respondent, when answering yes to the question, do you think that using celebrities in advertising is successful, stated this; Because you feel a sense of admiration for some of them, and if they are using certain beauty products that make them look so good, then people will want to use them too. In relation to Erdogans theory in the literature review, a disadvantage of using celebrity endorsements is if they over-shadow the brand, however and advantage of using celebritys is increased recognition of the product. These are results from the questions that were asked to the respondents to find out whether they knew what the celebritys names were. It was interesting to see that only one respondent incorrectly answered Tiger Woods name. Kate Moss was the next recognisable celebrity with only 6 people who answered incorrectly. John Terry and Kerry Katona each had 8 people incorrectly answer their names. However, it was interesting to see that 4 people didnt know John Terrys name, but recognised him as a football player. 4.2.3 WHAT RESPONDENTS REMEMBER MOST ABOUT ENDORSED ADVERTISING The next set of charts will show whether the respondents know certain celebritys and what they remember about them. This is important to discover whether they remember positive or negative attributes about the celebritys in order to gain a varied set of results; there were no multiple choice options available. These charts will analyse what consumers think of the adverts that are celebrity endorsed, giving a chance to see whether they remember more about the celebrity or the product that was being advertised. 4.2.3.1 KATE MOSS Overall, most respondents remember Kate Moss for her profession (Modelling). However, it is interesting to see that 21 respondents also mentioned that they remember her for taking drugs. Rimmel, a product that she endorses, was the third most popular thing remembered about her. When asked if the respondents knew of any adverts that Kate Moss had starred in, 51 of them said Rimmel Figure 11 shows what they remember most about the advertising campaigns. Please note, these results are not just for Rimmel. A majority of the respondents remember the tagline of the product, Get the London Look. Whats more interesting to see is that the respondents remember Kate for being in an advert, but cannot remember the name of the product being advertised. 4.2.3.2 JOHN TERRY Figure 12 shows what the respondents thought John Terry was most famous for. It would appear that due to his recent media attention after an alleged affair, many of the respondents recognised him for sleeping around. There were 3 respondents who didnt recognise him at all. A majority of respondents did not know of any adverts that John Terry had starred in. Samsung was the most popular brand that was listed. The next page outlines what they remembered most from the adverts he appeared in. Not all respondents wrote an answer for this question as they could not remember the advert. Figure 13 clearly outlines that many respondents remember the advert because it was football related, whats interesting to see is that they also remember it more because other celebritys also appeared in it. 4.2.3.3 KERRY KATONA These results show that most of the respondents remember Kerry Katona for her singing career; the second most popular thing that people remember about her is her reported drug taking. Unlike previous celebritys, respondents had more to say about Katona, whether this is due to negative media attention in the past or the fact that she is famous for more than one thing. Figure 15 shows that the main reason people remember the advert is because of how annoying it was. Whether this was because they thought Katona was annoying, or that the advert itself was. Whats also interesting is that many respondents also remember her starring alongside other celebritys in the advert. 4.2.3.4 TIGER WOODS All respondents knew what Tiger Woods is famous for. What was interesting is that, similar to John Terry, over half of the respondents had put down that he is also famous for sleeping around. Figure 17 shows what respondents remember most about the adverts that Woods starred in. The most remembered attribute was the tagline of the product that he endorses The best a man can get. This suggests that unlike Terry, they remember more about the product then the celebrity promoting it. 4.2.4 PURCHASING DECISIONS In terms of whether consumers are influenced by celebrity endorsement advertising, relationships between celebrity and product is important, A respondent wrote this statement when the question: What relationship do you think using a celebritys name to sell a product has on sales? Was asked. I think it probably has a positive effect on sales as consumers build relationships with celebrities, see them as role models and idolise them. If a celebrity such as Cheryl Cole promotes a product which she uses herself, as she is known for being a style icon to many, then this will encourage consumers to buy it in the hope of looking like her. (Age bracket14-25) However, a respondent who is in a different age category has a similar opinion; Possibly the younger generation may be more inclined to buy products endorsed by a celebrity because they tend to look up to models or sports stars etc. I dont really take much notice of who is wearing/using what. (Age bracket 36-50) 4.2.5 SUMMARY The questionnaire results are interesting, as many consumers are aware that companies are using celebritys for advertising, many of the respondents have never purchased a product because of a celebrity being in the advertising, yet they still believe that celebritys are successful within advertising. What they did notice was that many companies are using celebrities as brand recognition, a way of appealing to the public. This research has shown that many consumers remember negative attributes about celebritys, rather than remembering what positive things they have achieved, which indicates that consumers are more inclined to be effected by negative characteristics of a celebrity as opposed to the positive things. This research has also proven that younger consumers are influenced more by celebrity culture; they are more inclined to know what outfit Cheryl Cole has been seen in and how to do their hair like hers. This is why more companies are using these types of celebritys within th eir advertising campaigns, to attract the niche market of consumers who are susceptible to that type of advertising. EXPERT OPINION This section of the data analysis will look at the experts opinions. Three interviews were conducted, as well as a recording of a debate on celebrity culture that the author attended. The respondents were interviewed about two different strategies of using celebrities as well as the advantages and disadvantages of using celebrities. These results will build up an argument to see whether the practitioners have similar views of celebrity endorsements as that of the consumers. 4.3.1 INTRODUCTION Using a celebrity in an advertising campaign can be quite a risquà © decision. It would appear that many advertisers get it wrong in the selection process. Ogilvy has written that Celebrities get high recall scores, but I have stopped using them because readers remember the celebrity and forget the product they assume that the celebrity has been bought, which is usually the case (Ogilvy, 1983: pg, 83). 4.3.2 WHY ARE CELEBRITYS USED IN ADVERTISING? Many consumers are aware that the celebrity does not really use the product they advertise, instead they have been bought as the face of the campaign. If this is true, why do advertisers continue to use celebrities in their campaigns? Alan Jarvie, Director of London Advertising, believes that using a celebrity: Gives you some recognition, it gives you some memorability, as long as the personality doesnt overshadow the product. Sometimes you get campaigns where the only thing that you remember is the celebrity, and you cant remember what the product is, we always make sure that the celebrity plays second fiddle to the product that were advertising. (Alan Jarvie, London Advetising- Appendix 5) Jarvie believes that provided that the celebrity does not overshadow the product, then a campaign can be successful since the personality can be an attraction for the product. From previous research, if a celebrity is receiving bad publicity in the media, then the product and brand does suffer. However, Jarvie believes that many products can use the celebrity to their advantage. For example, many marketers have ended their contracts with footballer John Terry due to his recent negative media attention. However, Jarvie believes that some marketers could use this as an advantage in their marketing ploy; I think it all depends on what the product is, I think if your product is all about being, you know good and clean and righteous then obviously that would be a problem, but if youre product is just about being a normal bloke or somebody that makes mistakes, or somebody whos every man, then I dont think that it should hurt them at all. (Alan Jarvie, Giraffe Advertising- Appendix 6) Jim Shannon, Creative Director for Giraffe Advertising, believes that a brand would suffer if a celebrity were to receive negative media attention, If the individual behaves in a way that detracts from the brand (even outside promotional activities), the brand suffers  (Jim Shannon- Appendix 6) However, Jim Shannon does go on to say that marketers could use the media publicity as an advantage Only in a knowing way (i.e., in the promotion of products that might tacitly endorse his/her behaviour). Noreen Jenney, Director of Celebrity Endorsements, believes that marketers should be careful about who they select for their advertising campaigns. Advertisers need to be very careful to do their due diligence when hiring a celebrity.   When a star gets bad publicity, it reflects on the advertisers product and company.  (Noreen Jenney, Appendix 7) Trevor Beattie had an interesting point when he mentioned in a celebrity debate that Gillettes advertising has not influenced his purchasing decisions; I think Gillette has produced probably the worst advertising a man can get and the worst advertising on television, and I use Gillette products at least twice a day. Im not put off by their totally shit advertising and I find that a bit strange. As much as I want to be put off by their advertising, Im not, so I blank it out. Their distribution is brilliant and their product is extremely good. Their advertising sucks. So there is a strange triangle going on, and for all their money and all the worthiness, they then go and hire the three people who they feel are the worthiest celebrities in the world, people who are stars actually, who are very good at their chosen sport. (Trevor Beattie, Appendix 8) Beattie also mentioned how using endorsements can be successful; I think you can get it wrong, if you get it right, like they did with Gary Lineker and, for all his failings, he is a brilliant spokesperson for the brand and he took Walkers from nothing to a major brand and hes earned his money, I think, and hes done a brilliant job. Jamie Oliver, dont like the bloke, think hes a git, but, hes done a brilliant job for Sainsburys, really has, so therefore theyve got it right, it is a gamble. (Trevor Beattie Appendix 8) 4.3.3 HOW DO EXPERTS SELECT CELEBRITYS USING THEORIES? Is it a gamble, or do advertisers believe there is strategy to creating a perfect match between celebrity and product? Bergstrom Skafstad (2004) in their case study of Celebrity Endorsement asked the experts what type of theories they would employ when selecting a celebrity in advertising. I have employed this same technique within this case study to see whether the results from different experts are they same, or whether they have their own opnions on what they believe is a good way of selecting celebrities for endorsement advertising. What will be taken into consideration is the difference between different celebrities for different campaigns. The research approach will be analysed against Shimps TEARS model from the literature review, the Experts were asked what order they believe is the right way of choosing a celebrity for an advert. All practitioners stated that they could not give an accurate decision as it depends on which product they are advertising. The charts below outline what they believe is correct for a general advertising campaign. Its interesting to see that Trustworthiness ranked the highest in making a decision when selecting a celebrity in adverts. Both Shannon and Jenney believed that Expertise was the second aspect that is important when selecting a personality. Jarvie, however, ranked that last in his selection. What is interesting to see is that although McCracken believes in his theory that there needs to be a meaning behind the endorsement, some sort of connection between celebrity and brand, this evidence has show that most of the experts believe that Similarity is not as important in the selection process as the Trustworthiness of the celebrity. 4.3.4 SUMMARY The result from the expert research shows that using a celebrity in advertising is successful providing it works and the celebrity doesnt over shadow the product. Trustworthiness plays an important part in the selection of the celebrity which was interesting, Similarity between the brand and product was not a necessity when approaching a celebrity for the advertising. It is interesting to see that marketers do not really have a specific way of choosing celebrity endorsements; they do not run by any theory, its more about whether the celebrity is right for the brand and vice versa.

Organizational Behavior Final Project

LIU MBA Students for the North Shore Animal League Organizational Behavior For the group project our group chose option A, to design and implement a community service project. We chose to help the North Shore Animal League based in Port Washington, New York. We think this is an important charity to help because the organization receives no federal funding and relies solely on donations from the public. North Shore Animal league is one of the largest no-kill shelters and they have saved close to 1 million cats, dogs, kittens and puppies to date.After our initial meeting in class we brainstormed some ideas on how to fundraise via e-mail. We decided to do a combination of things to raise money for the North Shore Animal League. First, to spread the word, we created a Facebook page to share our project with our friends, family and acquaintances. The page is also viewable to friends-of-friends so it reaches a wide scope of people. The page tells the viewer about the league and our project ; the page features pictures and a link to a fundraising website.The fundraising website was created through North Shore Animal League and gives viewers the opportunity to donate using a credit card. These donations go directly to the league and are tracked through the website. We tried talking to the campus bookstore to see if they would donate some merchandise we could then sell for the cause, but they were unable to. We decided to purchase some snacks in bulk from Costco to sell to raise money. We made the decisions to target a highly populated area with a large amount of foot traffic, in order to reach the most people.Therefore, we orchestrated a fundraising day in Flushing and Hunter’s Point where we passed out fliers, collected donations, and sold the snacks. To reach a larger scope of people, we talked with a local pet store, located in Northport, and they allowed us to set up a table and solicit donations for the league from customers go in and out of the store. We th ought this was a good location because we would likely be reaching animal lovers who would be sympathetic to our cause and therefore more likely to contribute. We also distributed fliers while at the pet store, which included the address for our undraising website so the customers could donate to the animal league when they got home. Psychological contract is defined as individual beliefs, shaped by the organization, regarding terms of an exchange agreement between individuals and their organization (Rousseau). According to the project's instructions, we have 400 points to split amongst the four group members. Our group's psychological contract is that as long as each group member attends each meeting, participates in the fundraising activities, and completes their share of the work equally, each group member will receive 100 of the 400 points.However, if someone cannot fulfill their share of the work, the other group members can deduct points from this member and add them to their own grade. The psychological contract depends on the trust between the group members. In our group we valued the promise to every member to share the work equally and did not violate our contract. Every member was able to express their opinion freely, if someone felt that a group member’s performance was lacking, they can talk openly with the other members and discuss redistributing the points.Our group's psychological contract could not be violated easily because we all wanted to share the work to ensure we got the best grade possible. Through the learning of psychological contract, we built a strong and efficient team. With an effective performance system and strong trust among our members, we reached great achievement. It is very important to figure out how you can motivate the members in a group since it will increase the productivity of the group. The four members in our group have different personalities and personal goal; therefore, the methods to motivate them are tot ally different.There is that minority which is challenged by opportunity and willing to work hard to achieve something (McClelland). For our project we all needed to be part of this minority because we had such limited time. In McClelland’s discussion of Motive A, he talks about setting â€Å"moderately difficult, but potentially achievable goals†¦ tasks to make them stretch themselves a little. † Our group decided early on to set a goal of raising $250, which we thought would be a good amount to strive for considering our time constraint.We found this amount to be difficult, but do-able. Something else McClelland discusses is how the nAch person is constantly spending their time thinking of how to do things better. Through trial and error we were able to figure out what worked for our group. For example, we had a not so successful day fundraising in Flushing, raising only $20 in about 4 hours, and were able to use this experience to find a better way to do this n ext time. The expectancy theory could be used to help outline how we made decisions on how to behave in our group.To begin, you can look at the concept of performance-outcome expectancy, which states every behavior has an associated reward or punishment. For example a group member could have chosen to sit back and let the other members perform, or could have chosen to make a genuine effort. The consequences are that we won’t receive the best grade and won’t raise the most money possible; or our group will flourish with everyone’s involvement. The concept of valence, the idea that each outcome has a specific worth to the individual was apparent as well.Luckily, we all want the some outcome, to raise the most money possible for the animal league and to be graded fairly by our peers, so this wasn’t an issue when it came to motivating our group. Lastly there is effort-performance expectancy, which states that every behavior has associated with it a certain pr obability of success. With this concept we all needed to understand that our efforts would be rewarded with donations. Once we started to receive donations we used this as motivation to get more.Ethical dilemmas are very complex for individuals, according to textbook, â€Å"the notion that its easy to be ethical assumes that individuals automatically know that they are facing ethical dilemma and that they should simply choose to do the right thing. † However, the definition of â€Å"doing right thing† may be different for different people, depending on their culture or background. In our project, we have two ethical dilemmas. First, are we going to donate the exact total amount of money we have raised to North Shore Animal League.The first spot we were collecting donations was in Flushing, where we explained our project to pedestrians and they were usually rude, impatient and less willing to listen to us. Because of this we decided to move to another spot, a park in Hu nters Point where the people were more patient. We collected 20 dollars in this spot, which is much more than we were able to collect in Flushing. We quickly saw that people in these two spots have different characteristics; the people in Hunters Point were more willing to trust us and believe that we were being ethical.The people in Hunters Point stopped and ask us about our project, and about our cause. The people in Hunters Point believed in the good side of people and were more willing to trust us and in return donate. The people who donated to us believed that every penny they were giving us was going to help the animals at North Shore Animal League, therefore, we cannot let them down and we have a responsibility to deliver all of the money we collect. The second dilemma is whether or not we should deduct the cost of the products we sold from the donations we collected.We bought Lays and Doritos for twenty cents per package and bottled water for sixty cents per bottle; we then sold the items for one dollar each. The person who bought the products could say that they should take back some money to compensate themselves for the cost of buying the items. In this case, it is a grey area. If the person does not request to get their money back, one could say they are a person who really cares about the cause they are raising money for. If they did ask to get some money back, one might say they are doing this activity just for a grade.Also, if the person who purchased the goods decided they wanted to be reimbursed, they could embellish the cost and get back more than they paid. This is similar to the activity we did in the classroom where employees were compensated for meals while out on the road. As long as the amount did not exceed eighty dollars per day, they would be reimbursed for food and they did not need to show receipts. In our case, people donated their money to us based on the idea that we will forward all of the money to the North Shore Animal League Our behavior was very important, as it dictated how others made judgments about us.As mentioned in the textbook, some factors of behavior include: tone of voice, body language, gestures and the words we say. People could be led to believe that we are a group of people doing good or committing fraud based on these factors. We found that certain things helped increase the level at which people trusted and believed we were doing good. Our image and the overall passion we conveyed were important factors to ensure other people’s trust us. People were more willing to trust us if we had an advertising board, Facebook website, and a donation website with the North Shore Animal League.Overall, we needed to appear as professional as possible to have the best results. People tend to doubt people they are not familiar with, especially in New York City; thus, we were able to gain their trust by conducting our project in a professional manner. The way we were asking people to make donatio n was also important. We needed to put our message in a way that conveyed the right meaning. It is not easy asking another person for money, people were less willing to donate if they felt they were not getting anything in return.We decided to sell something to deal with this issue, so we could make donors feel that they are donating to a worth cause while buying something. The way that we asked them was also important, if we said, â€Å"Excuse me, would you like to make a donation to support our program? † people usually walked right past us. However, if we said, â€Å"Excuse me, would you like to purchase a bottle of water or a bag of chips to support our program? † people would generally stop and listen to what we had to say. In this assignment, the ability to communicate across language barriers was key.Our group of four consisted of a male (Alex) and female (Danielle) from New York, a male from China (Yunjie), and a male from Taiwan (Wei). Alex and Danielle were u nable to speak any Chinese, and while Wei and Yunjie’s grasp of the English language was exceptional there were still times when communicating proved to be difficult. However, our group was able to continually overcome these communication barriers. For example, in situations where Wei was unable to understand certain English words, Yunjie would explain it to him in Chinese, and vice versa.Also, Alex and Danielle would try and clarify any confusing language by using the simplest English possible. By using the above-mentioned techniques our group was able to consistently overcome any language barriers and communicate effectively to achieve our goals. In addition to communicating across language barriers, our group was also faced with the challenge of communicating across cultures. This difference in cultures was most evident when the group attempted to raise funds for the North Shore Animal League by selling potato chips and water bottles in Flushing, Queens. In the U. S. selli ng lemonade on the street is almost considered a right of passage for many young children. Many American children take the idea of capitalism for granted, having been instilled with the idea of a free market economy from a young age. However, capitalism is not practiced throughout the world. Consequently, Wei and Yunjie had no prior experience selling goods to customers on the street. At first, because of their inexperience, Wei and Yunjie had a difficult time selling potato chips and water to customers. They were unable to reach out to customers and convey the fact that all of the proceeds from the sale would be going to charity.However, after being instructed on various selling techniques and following the example set by their fellow team members, Wei and Yunjie began reaching out to more and more customers. They fully embraced the fundraising concept and acquired the ability to effectively connect with customers to achieve our goals. Aside from highlighting our cultural differenc es, the fundraising experience in Queens also taught our group about the â€Å"Ladder of Inference†, as described by Rick Ross in his article The Ladder of Inference. While fundraising we noticed that many potential customers were extremely cautious about our group’s intentions.Many people did not believe that we were raising funds for the North Shore Animal League and instead thought that we would pocket the money for ourselves. People would take one look at our group and our surroundings and would automatically assume that we were â€Å"conning† them without actually taking the time to see what our true intentions were. This is an example of these potential customers climbing â€Å"The Ladder of Inference†. After we became aware of this we started to hand out fliers for the North Shore Animal League hoping that it would make our position more believable.While this did alleviate some customers concerns there were still many people who simply did not beli eve us. This was an extremely frustrating obstacle that was difficult to overcome. During a team meeting following our fundraising efforts we discussed how we could overcome this obstacle in the future. Our conclusion was that in order to establish trust with potential customers and thereby prevent them from negatively climbing â€Å"The Ladder of Inference† we must make ourselves appear more presentable and official.In the future we would dress in uniforms with nametags. In addition, we would apply for permits to fundraise on city grounds such as parks and playgrounds. It is our belief that by implementing these tactics we would gain the trust of potential customers and become more effective in our fundraising efforts. Unfortunately, due to time constraints, we were unable to implement these changes, however, through this process we learned a great deal and can use this experience in our future endeavors. In our group there was not one decisive leader.We all needed to be lea ders; as we learned from our leadership discussion, leaders are generally the ones who are finding new ways to do things. We all needed to come up with ideas on how to fundraise, and needed to figure out how we could actually get it done. During our class lecture on leadership, we discussed characteristics that all great leaders appear to have. Characteristics that came up over and over again included determination, well liked, personable, persuasive, and someone who has a good support team.By working hard, and working together, we knew we would achieve the best results. As discussed in â€Å"Level 5 Leadership,† a good leader knows that the cause is bigger than them. We used this idea when fundraising; we couldn’t simply go through the motions just to get the grade. We needed to really care about the cause, as great leaders are generally passionate about what they are doing. This is why it was important for our group to visit the Animal League. We thought it would be good to see what they do first hand, and tour their facility.This was an enjoyable experience because we were able to see some of the animals that we are helping, and were able to use our visit as motivation to raise more money. Our group worked together extremely well. We kept in contact through e-mail, weekly meetings before class, and a group text message on our cell phones. Each member offered ideas on how go about the project. We freely critiqued each other’s ideas to find out what would work best for our group. We recognized each other’s strengths and weaknesses and assigned tasks for each group member accordingly. In total we raised $xxx.

It Is Better to Be the Eldest Child Than the Youngest One in the Family Essay

â€Å"Mr. Chairman, honorable judges, misguided members of the opposition, and members of the floor: Good day to all. â€Å"Standing here today on this breezy morning as the third speaker for the proposition, I wish to continue where my team-mates left off to correct the misleading information presented by the opposition. â€Å"For instance, the second member of the opposition claimed that the youngest child will be treated more leniently than the others. Now, is this an advantage? By being treated too leniently, the child might think that his misbehavior is perfectly acceptable. Ever heard of the expression â€Å"Spare the rod and spoil the child†? It is true. Without strict and loving discipline, a beloved child might end up being the black sheep of the family. Now, the opposition contends that it is an advantage to be spoilt in this way. How can this be? â€Å"The opposition has also pointed out that the youngest child is usually more pampered. I agree. But, again, is this good? It is indeed enjoyable to be fussed over, pampered and mollycoddled but what will this pampered child grow into? It is a maxim that too much or too little is no good: Once a pampered child grows up, he will be overly dependent on others, in other words, spineless. Would you like to be this spineless adult? I leave you to decide. â€Å"Ladies and gentlemen, having straightened out a few delusions of the opposition, I shall present my own points. One of the advantages of being an eldest child is that he is used to being respected and obeyed by his siblings. This is because they know he is wiser and more experienced. This is a good feeling and it creates high self-esteem. This self-esteem will motivate him to succeed in every aspect of life. â€Å"Undeniably, the eldest child will shoulder more responsibilities. He will often be left in charge of the younger ones. The eldest child is also cast as a role model for the younger ones. Thus, he has to try harder to maintain discipline and a high standard of behavior. â€Å"The eldest child, having to cope with his siblings’ antics, will also develop patience. He may have to give in to his siblings because `they are too young to understand’. Thus, he develops tolerance and understanding of other people’s weaknesses. â€Å"All these points were described as ‘disadvantages’ by the opposition. They are only disadvantageous if you are unable to see the long-term benefits. You see, these momentarily trying circumstances will shape the child and prepare him for the challenges that lie ahead. According to a survey conducted by the Home Ministry, an average of 3 out of 5 successful people — corporate leaders, lawyers, politicians — were the eldest children in their families. â€Å"On to my next point, which centers on the word ‘privileges’. In most cases, the eldest child will inherit the greater share of the wealth. According to Chinese custom, the eldest son carries on the family name, therefore he deserves a larger share of the property. In monarchies, the eldest child is the heir to the throne, as in the case of Prince Charles. If you think that the eldest child is only privileged if he belongs to a wealthy family, you are wrong. The distinction is even sharper in poor families where the eldest child may be the only one whom the family can afford to educate or feed properly. â€Å"So, there you have it. Clear arguments to demolish the opposition to this motion. And now I hand over to my opponents, to give the sensible ones amongst them a chance to start defecting over to our side. Thank you.†

The Representation Of Race, Class And Gender - 925 Words

The representations of race, class and gender in the media promote various forms of oppressions. Ideologies of class that commemorate the upper class and diminish the lower class are seen in many programs. Ideologies of gender that discriminate women and promote sexism, ideologies of race that misrepresent people of color are mostly created by people who have different perspectives and ideologies. For instance in a 2008 television commercial for the Japanese cell phone companies, a monkey is shown in an election campaign with the slogan â€Å"Change,† the same slogan widely used during the campaign of the first African-American president of the U.S., Barack Obama. Because the media creates a global flow of images, this image circulated all over the word which certainly reinforced prejudices about black. This shows how people who own and control the media transmit dominant ideologies. Today the level of media saturation has tremendously increased. Television and other forms of media can be found in the poorest of homes. The excess availability of the media also comes with overcrowding channels which target different audiences. Programming featuring sports to reality TV are diverse genres of shows that aim to please all ages, incomes, backgrounds and attitudes. Because many media corporations are for profit, they spend a considerable amount of money to determine the amount of demand that the public wants. The media then produces services and goods to satisfy the market demand.Show MoreRelatedMovie Analysis : The Movie 1072 Words   |  5 Pagesmovie, there are many stereotypes, images, and representations of gender, class, and race and demonstrate intersectionality. This paper, will outline these categories are portrayed throughout the film. In the film, there are many issues and differing expectations concerning those of different genders. Some of these issues are related to education, work, marriage, and childbirth. 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