Why Tough Teachers Get Good Results

I had a teacher once who called his students â€Å"idiots† when they screwed up. He was our orchestra conductor, a fierce Ukrainian immigrant named Jerry Kupchynsky, and when someone played out of tune, he would stop the entire group to yell, â€Å"Who eez deaf in first violins!? † He made us rehearse until our fingers almost bled. He corrected our wayward hands and arms by poking at us with a pencil. Today, he'd be fired.But when he died a few years ago, he was celebrated: Forty years' worth of ormer students and colleagues flew back to my New Jersey hometown from every corner of the country, old instruments in tow, to play a concert in his memory. I was among them, toting my long-neglected viola. When the curtain rose on our concert that day, we had formed a symphony orchestra the size of the New York Philharmonic. I was stunned by the outpouring for the gruff old teacher we knew as Mr. K. But I was equally struck by the success of his former students.Some were musici ans, but most had distinguished themselves in other fields, like law, academia and medicine. Research tells us that there is a positive correlation between music education and academic achievement. But that alone didn't explain the belated surge of gratitude for a teacher who basically tortured us through adolescence. We're in the midst of a national wave of self-recrimination over the U. S. education system. Every day there is hand-wringing over our students falling behind the rest of the world. Fifteen-year-olds in the U. S. rail students in 12 other nations in science and 17 in math, bested by their counterparts not Just in Asia but in Finland, Estonia and the Netherlands, too. An entire industry of books and consultants has grown up that capitalizes on our collective fear that American education is inadequate and asks what American educators are doing wrong. I would ask a different question. What did Mr. K do right? What can we learn from a teacher whose methods fly in the face of everything we think we know about education today, but who was undeniably effective? As it turns out, quite a lot.Comparing Mr. K's methods with the latest findings in fields from music to math to medicine leads to a single, startling conclusion: It's time to revive old-fashioned education. Not Just traditional but old-fashioned in the sense that so many of us knew as kids, with strict discipline and unyielding demands. complain if a teacher called my kids names. But the latest evidence backs up my modest proposal. Studies have now shown, among other things, the benefits of moderate childhood stress; how praise kills kids' self-esteem; and why grit is a better predictor of success than SAT scores.All of which flies in the face of the kinder, gentler philosophy that has dominated American education over the past few decades. The conventional wisdom holds that teachers are supposed to tease nowledge out of students, rather than pound it into their heads. Projects and collaborative learning are applauded; traditional methods like lecturing and memorization†derided as â€Å"drill and kill†Ã¢â‚¬ are frowned upon, dismissed as a surefire way to suck young minds dry of creativity and motivation. But the conventional wisdom is wrong.And the following eight principles†a manifesto if you will, a battle cry inspired by my old teacher and buttressed by new research†explain why. 1. A little pain is good for you. Psychologist K. Anders Ericsson gained fame for his research showing that true xpertise requires about 10,000 hours of practice, a notion popularized by Malcolm Gladwell in his book â€Å"Outliers. † But an often-overlooked finding from the same study is equally important: True expertise requires teachers who give â€Å"constructive, even painful, feedback,† as Dr.Ericsson put it in a 2007 Harvard Business Review article. He assessed research on top performers in fields ranging from violin performance to surgery to compute r programming to chess. And he found that all of them â€Å"deliberately picked unsentimental coaches who would challenge them and drive them to higher levels of performance. † 2. Drill, baby, drill. Rote learning, long discredited, is now recognized as one reason that children whose families come from India (where memorization is still prized) are creaming their peers in the National Spelling Bee Championship.This cultural difference also helps to explain why students in China (and Chinese families in the U. S. ) are better at math. Meanwhile, American students struggle with complex math problems because, as research makes abundantly clear, they lack fluency in basic addition and subtraction†and few of them were made to memorize their times tables. William Klemm of Texas A;M University argues that the U. S. needs to reverse the bias gainst memorization. Even the U. S.Department of Education raised alarm bells, chastising American schools in a 2008 report that bemoaned the lack of math fluency (a notion it mentioned no fewer than 17 times). It concluded that schools need to embrace the dreaded â€Å"drill and practice. † 3. Failure is an option. Kids who understand that failure is a necessary aspect of learning actually perform better. In a 2012 study, 111 French sixth-graders were given anagram problems that were too difficult for them to solve. One group was then told that failure and trying again are part of the learning process.On subsequent tests, those children onsistently outperformed their peers. The fear, of course is that failure will Bowling Green State University graduate student followed 31 Ohio band students who were required to audition for placement and found that even students who placed lowest â€Å"did not decrease in their motivation and self-esteem in the long term. † The study concluded that educators need â€Å"not be as concerned about the negative effects† of picking winners and losers. 4. Strict is be tter than nice. What makes a teacher successful?To find out, starting in 2005 a team of researchers led by Claremont Graduate University education professor Mary Poplin spent five ears observing 31 of the most highly effective teachers (measured by student test scores) in the worst schools of Los Angeles, in neighborhoods like South Central and Watts. Their No. 1 finding: â€Å"They were strict,† she says. â€Å"None of us expected that. † The researchers had assumed that the most effective teachers would lead students to knowledge through collaborative learning and discussion. Instead, they found disciplinarians who relied on traditional methods of explicit instruction, like lectures. The core belief of these teachers was, ‘Every student in my room is underperforming ased on their potential, and it's my Job to do something about it†and I can do something about it,'† says Prof. Poplin. She reported her findings in a lengthy academic paper.But she says that a fourth-grader summarized her conclusions much more succinctly this way: â€Å"When I was in first grade and second grade and third grade, when I cried my teachers coddled me. When I got to Mrs. T's room, she told me to suck it up and get to work. I think she's right. I need to work harder. 5. Creativity can be learned. The rap on traditional education is that it kills children's' creativity. But Temple University psychology professor Robert W. Weisberg's research suggests Just the opposite. Prof. Weisberg has studied creative geniuses including Thomas Edison, Frank Lloyd Wright and Picasso†and has concluded that there is no such thing as a born genius. Most creative giants work ferociously hard and, through a series of incremental steps, achieve things that appear (to the outside world) like epiphanies and breakthroughs. Prof.Weisberg analyzed Picasso's 1937 masterpiece Guernica, for instance, which was painted after the Spanish city was bombed by the Germans. The pai nting is considered a fresh and original concept, but Prof. Weisberg found instead hat it was closely related to several of Picasso's earlier works and drew upon his study of paintings by Goya and then-prevalent Communist Party imagery. The bottom line, Prof. Weisberg told me, is that creativity goes back in many ways to the basics. â€Å"You have to immerse yourself in a discipline before you create in that discipline.It is built on a foundation of learning the discipline, which is what your music teacher was requiring of you. † 6. Grit trumps talent. In recent years, University of Pennsylvania psychology professor Angela Duckworth has studied spelling bee champs, IVO' League undergrads and cadets at the U. S. Military Academy in West Point, N. Y. †all together, over 2,800 subjects. In all of them, she found that grit†defined as passion and perseverance for long-term goals†is the correlated with talent. Close Arthur Montzka Tough on the podium, Mr. Kwas alw ays appreciative when he sat in the audience.Above, applauding his students in the mid-1970s. Prof. Duckworth, who started her career as a public school math teacher and Just won a 2013 MacArthur â€Å"genius grant,† developed a â€Å"Grit Scale† that asks people to rate themselves on a dozen statements, like â€Å"l finish whatever I begin† and â€Å"l become interested in new pursuits very few months. † When she applied the scale to incoming West Point cadets, she found that those who scored higher were less likely to drop out of the school's notoriously brutal summer boot camp known as â€Å"Beast Barracks. West Point's own measure†an index that includes SAT scores, class rank, leadership and physical aptitude†wasn't able to predict retention. Prof. Duckworth believes that grit can be taught. One surprisingly simple factor, she says, is optimism†the belief among both teachers and students that they have the ability to change and thus to improve. In a 009 study of newly minted teachers, she rated each for optimism (as measured by a questionnaire) before the school year began. At the end of the year, the students whose teachers were optimists had made greater academic gains. 7.Praise makes you weak†¦ My old teacher Mr. K seldom praised us. His highest compliment was â€Å"not bad. † It turns out he was onto something. Stanford psychology professor Carol Dweck has found that 10-year-olds praised for being â€Å"smart† became less confident. But kids told that they were â€Å"hard workers† became more confident and better performers. The whole point of intelligence praise is to boost confidence and motivation, but both were gone in a flash,† wrote Prof. Dweck in a 2007 article in the Journal Educational Leadership. â€Å"If success meant they were smart, then struggling meant they were not. 8†¦. while stress makes you strong. A 2011 University at Buffalo study found that a mode rate amount of stress in childhood promotes resilience. Psychology professor Mark D. Seery gave healthy undergraduates a stress assessment based on their exposure to 37 different kinds of significant negative events, such as death or illness of a family member. Then he plunged their hands into ice water.The students who had experienced a moderate number of stressful events actually felt less pain than those who had experienced no stress at all. Having this history of dealing with these negative things leads people to be more likely to have a propensity for general resilience,† Prof. Seery told me. â€Å"They are better equipped to deal with even mundane, everyday stressors. † Prof. Seery's findings build on research by University of Nebraska psychologist Richard Dienstbier, who pioneered the concept of â€Å"toughness†Ã¢â‚¬ the idea that dealing with even routine hings, like having a hardass kind of teacher,† Prof. Seery says. My tough old teacher Mr. K co uld have written the book on any one of these principles.Admittedly, individually, these are forbidding precepts: cold, unyielding, and kind of scary. But collectively, they convey something very different: confidence. At their core is the belief, the faith really, in students' ability to do better. There is something to be said about a teacher who is demanding and tough not because he thinks students will never learn but because he is so absolutely certain that they will. Decades later, Mr. K's former students finally figured it out, too. â€Å"He taught us discipline,† explained a violinist who went on to become an League-trained doctor. Self-motivation,† added a tech executive who once played the cello. â€Å"Resilience,† said a professional cellist. â€Å"He taught us how to fail†and how to pick ourselves up again. † Clearly, Mr. K's methods aren't for everyone. But you can't argue with his results. And that's a lesson we can all learn from. Ms. Lipman is co-author, with Melanie Kupchynsky, of â€Å"Strings Attached: One Tough Teacher and the Gift of Great Expectations,† to be published by Hyperion on Oct. 1. She is a former deputy managing editor of The Wall Street Journal and former editor-in-chief of Cond © Nast Portfolio.A version of this article appeared September 28, 2013, on page Cl in the U. S. edition of The Wall Street Journal, with the headline: Tough Teachers Get Results. Copyright 2012 Dow Jones & Company, Inc. All Rights Reserved This copy is for your personal, non-commercial use only. Distribution and use of this material are governed by our Subscriber Agreement and by copyright law. For non-personal use or to order multiple copies, please contact.

Motivation for Students with Reading Difficulties

NAVOTAS NATIONAL HIGH SCHOOL M. Naval St. , Sipac, Navotas City OBJECTIVE: DEFINE AND PROVIDE EXAMPLES OF GENRES OF LITERATURE AND FICTION Do Now: Write 3 – 4 sentences about the best book they have ever read. Tell me why it is so great. What did you like most about the book? Introduction: (Teacher Says) We are about to begin a Unit on Genre. Today we will define Genre, talk about different types of genre of literature. Ask the students why they think this would be useful. Have a student look up and read the definitions of the terms â€Å"genre† and â€Å"literature† from the dictionary. Paraphrase in appropriate language.Explain that as you discuss the different genres, students will list characteristics on their papers as well as write down titles they might like to read. Genre-A kind of literary or artistic work Literature-Creative writing of recognized artistic value Direct Instruction: Teacher will show a PowerPoint Presentation on genres of literature. Guid ed Practice Using the packet of texts teacher and student will read 2 of the 8 sample texts and discuss the genre of literature that 8t falls under. Then students will write 2 -3 sentences explaining why they think it's a certain Genre. Independent PracticeTeacher will break up the class into 4 -6   groups. Each group will be given a sample text to figure out which type of genre it is. Then they will great an advertisment for that text entising other students to read it. The main focus of the advertisment is to highlight the genre. Closing: What types of genre would you like to read that you haven't. Explain your answer. literary text types A variety of spoken, written and visual texts that promote use of imagination, thought or emotional response in the reader or listener. Example Related words * text * text types * narrative * poetry * literary * literary description * literary recount

Why Should Attendance Be Required in Cpllege

Williams, De’Quesha Essay 2 November 22, 2010 Why Should Attendance Be Required in College? Thesis; Attendance in college should be required because attendance is important. First, the president should require attendance in college classes because, people do not come to class and the people are receiving financial aid. Second, the president should require attendance in college classes because; the people will not know who is on campus. 3.Finally, the president should require attendance in college classes because; the students will be asking about their grades and the people will not even know the students name. Conclusion: All the statements above are why attendance should be required in college classes. Williams 2 How would you feel if you went to class everyday and did not get your financial aid like you was suppose to? That is because; role is not being taken in the classrooms. People that do not come to class are receiving financial aid. That is not fair to the people that comes to class everyday.Attendance should be requires so, that people that come to class like they should gets everything that they need. Next, attendance is important. The people that are coming to class like they should has not received their financial because; the person over financial aid says that they have been missing class. The people have been coming to class to receive their financial aid. That mistake happened because; the people are not taking role. So mistakes will not happen like this again the president should require attendance in college classes.Furthermore, the president should require attendance because; the people will not know who is on campus. It could be a murder on campus. It could be anyone that is not suppose to be on campus. Taking attendance will let everyone know who is suppose to be on campus. Then, which classes the students are suppose to be in. Moreover, the students will be asking about their grades. Then, the people would not know what to tell the students because; the people do not know the students name.Even if the students told the people their names they still will have to go by the role. To avoid problems the president should require attendance in college classes. If attendance is required the people will know which students are asking about their grades. Overall, the president should require attendance in college classes because; it is important to have attendance. The president will not know who is on campus if the president is not requiring attendance. Attendance should be required in college classes because; there are a lot of activities that happens on campus.

A)The Hurricanes Pauline on the cost of South Pacific is caused for Research Paper

A)The Hurricanes Pauline on the cost of South Pacific is caused for the climate changed or is human responsible( what causes and effects) - Research Paper Example Hurricane Pauline struck the south pacific coast on October 5 1997. The winds were at a speed of 135 miles per hour, enough to shatter everything that came in its path and take more than 200 lives in the process. Hurricane Pauline affected a large area of Mexico and dissipated on October 10 1997. While hurricanes are considered to have a history as old as the existence of this very world, their frequency has increased in the recent past, an important point for the rapidly growing world to give a thought to. Are we humans responsible for their increased frequency or is it just nature showing its wrath upon us. Many of the researchers and scientists have raised questions on the progress of the world and global warming. There have been debates concerning the relation of global warming and increased number of hurricanes than ever. Indeed some of the researchers have been able to prove that global warming has somewhat a role in this increased number of hurricanes and their disastrous effect. It has also been proposed and later proved that climate change has major role in the power dissipation of Atlantic system of hurricanes. These climate changes either natural or not have an important affect in the increased activity of hurricanes in the Atlantic region (Emanuel, 2007). It has also been told that human activities in the Atlantic area have been shown to cause detectable or undetectable changes that might have been leading to increased hurricane activity in that region. Hurricane Pauline that destroyed cities and took hundreds of lives was followed by Hurricane Katrina and many other in the later years specifically in areas where an annual rise in temperature was recorded showing the role of global warming directly and humans indirectly in causing hurricanes. To conclude, we humans have been progressing rather too rapidly, at a pace at which we might leave everything

Business Economic Essay Example | Topics and Well Written Essays - 4000 words

Business Economic - Essay Example At a general framework, countries measure growth by developments of its gross domestic product (GDP) and by the per capita real GDP (Colander, 2001). The secular growth rate trend of economy is 2.5 to 3.5% and the fluctuations experienced within this trend are called the business cycles that are either at its peak, through, upturn or downturn state (p. 154). Unemployment refers to number of unemployed persons divided by the total number of workforce. Unemployment, whether structural or cyclical, is most felt during economic recession and conversely felt when there are expansions (p. 154). Global Conditions The Internal Monetary Fund (IMF) pointed that recession caused sluggish recovery which morphed countries in an economic quagmire in the 90s to the mid-2000s although hope for growth is placed at European countries. Analysts professed that there is world economic expansion in an annual rate of 51/4% in early part of 2010 however, increasing unemployment remained challenging. There i s also an evident financial setback too, which caused markets instability that consequentially discouraged entry of more investments while there is evident decline of stocks in the market (p. 16). This prompted the European Central Bank’s Securities Markets Program and its European Stabilization Mechanism to initiate fiscal adjustments. IMF further observed that there is reduction of tail risk when Europe redefined their fiscal policies by undergoing adjustments against market demands. It was perceived that if the basic economic weaknesses persist and economic reform is turtle-paced, growth remains uncertain. Further observations denote that while there is increasing activities to improve tax measures, there is also low investments for real estate and slow residential demands amid increasing prices of houses. IMF professed that the quantitative risk is high as distribution of forecasts for the slope of the yield curve is tilted downwards and another upside risks from financia l forecasts toward the second quarter of 2011 (p 45). Macroeconomic Trends in UK As this develops, UK forecasted that its exports will aid growth in the next term. Financial analysts hope that identified downside risks will not happen; that there will be improvement in investment, employment and on consumption. In the last quarter of 2010, UK has employed labor force at 29.157 million based on a survey (HRM Guide, 2011) which resulted to a growth rate of 2.3% for earnings (HRM Guide, 2011) attributable to private sector. But UK’s unemployment rate as of March 2011 pegged at 8.0% and may increase steadily increase toward 2015. CIPD further report serious youth unemployment problem: there is an unemployed 1 person among 8 youths within the age bracket of 16-24 (HRM Guide, 2011). Further, UK officials reportedly spent ?43 billion on debt interest to reduce deficit to stabilize sustained economic growth (HM Treasury, 2010). In a separate development, international trading is seve rely affected with the natural disaster caused by quakes and tsunami affecting Japan which severely damaged properties and lives as well as caused major threat with the impending meltdown of its nuclear power plants. Elsewhere in major areas of the world, e.g.

Introduction to Decision Making Essay Example | Topics and Well Written Essays - 500 words

Introduction to Decision Making - Essay Example Another problem that the review process encountered was the subjective nature of the review form. Categories should not use terms that are not defined. "Meets expectations" may hold different meanings for different managers. Rating scales of 1 to 5 may be interpreted differently by different people. If an employee is average do they receive a 2, 3, or 4 The rating scale needs to be based on more objective data and not subjective evaluation. The review system also needs to eliminate any political gain or loss for the management team. A manager should not be rewarded if his entire team exceeds expectations nor penalized for a poor evaluation. This can be solved by increasing the number of people beyond the immediate supervisor who has input into the review. These may be co-workers, other managers who are in contact with the employee, or peers. In the example of Milhouse being sold a part, he fell victim to the contrast frame. The salesman was able to compare the success of the company to a can of soda. Milhouse deduced that the success of the company was more important than a can of soda. In comparing the two choices, the part was not considered.

Middle East changing demographics and its effect on us national Case Study

Middle East changing demographics and its effect on us national security - Case Study Example The same organization was involved in WTC attacks of 9/11. Osama Bin Laden urges the Muslims, living in the pole-apart regions of the world, to take notice of the heinous crimes being committed by the Judo-Christian Alliance ruling over the world through the USA, Israel and their allies. He instigates the sentiments of the Muslims by reminding them the atrocities and cruelties have been being exercised against them since long in almost all countries and states. He alludes to the series of tortures applied by the non-Muslims upon the Muslims in the Russian territories, the CARS, Chechnya, Bosnia, Kashmir, Afghanistan, Iraq, Palestine, Lebanon and other parts of the globe. He argues the very fact that the Muslims are looked down upon in Europe and are seriously suspected in the USA and Australia as well as the rest of the west. Since the atrocities of the non-Muslims are increasing day by day, jihad is the only way to eradicate these violations of Muslim rights and break into their powerful network. Bin Laden cites the holy verses of the Noble Quran, where the Muslims have been urged and invoked to strive against the evil wherever they find it within their environment. In other words, Bin Laden states violent struggle against the infidels as the jihad, which is the essential pillar of the faith of Islam. The Jews and Christians have inflicted lots of pains and sufferings upon the Muslims and apply social and cultural injustices and discriminations on the basis of their age-old biased ness and prejudice against Muslim. Since there is no possibility of stopping the Jews and Christians from displaying their atrocities on helpless Muslims, jihad (i.e. terrorist attack) is the only way to...Rather, she is eager to sustain her domination over all the economies of the world, and implement her own political and economic order on all independent states. Consequently, some of the racial and religious groups started a revolt against the US policies, which resulted in a state of constant conflict all over the world. Being the centre of warring religious groups, the Middle East turned out the worst possible land for the US dreams, and the fast changing demographic and strategic situation of the region left negative impact on the USA, where the USA had to allocate a huge amount of men, money and resources in order to subjugate the rebel forces. It applied negative affects on the US economy by putting it into the state of jeopardy. Before embarking upon the topic under study, it would be advisable to elaborate the Middle East and the terrorist organisation of Al Qaeda in brief. It has aptly been observed that geographical boundaries, strategic position, economic conditions and security strength determine the level of strengths of a nation, and the international community develops its relations with the nation keeping in view all these factors and assessments. Dakake, on the contrary, maintains quite different opinion of jihad. He associates jihad with mere strife against the evil temptations of the satanic forces. Jihad does not mean, according to him, the aggressive attitude and violence against one’s enemies.

Is the cost of college too high Essay Example | Topics and Well Written Essays - 500 words

Is the cost of college too high - Essay Example Many argue that the fee structure in most of the colleges is utterly costly and is so designed to keep out the poor. Actually, it is not so. Students find colleges costly because they tend to approach education in an unorganized (Kaplan 36). Students can readily earn college credits by opting for advanced placement classes in their High Schools and accruing high scores on a range of standardized tests. Earning college credits can save students much money while pursuing a college education. One other argument that is put forward is that most of the top notch colleges have a way too high tuition fee and the education imparted by these colleges does not commensurate with their high fee structure. Well, realistically speaking, students should evaluate colleges on a cost to benefit basis (Bissonette 46). If the cost of education in a college is not at par with its fee structure, students could always relinquish such colleges and opt for institutions which extend value for what they pay (Bissonette 46). Students should opt for value instead of a snob appeal, while selecting colleges. Often, the payment capacity of the students is cited as an excuse for not being able to access college education. It is argued that many a times, students and parents end up in debt to seek college education. The reality is that there are many colleges with a low fee structure, which students can easily pay by working in summers and weekends. They can opt for affordable in state colleges that offer scholarships instead of costly private colleges (Tanabe & Tanabe 12). This way they can solicit quality college education without being a burden on their parents and without accruing debts. So the crux of the matter is that the cost of college education is not too high. Students can afford a good college education if they choose to be resourceful and planned. Earning college credits by opting for standardized tests in High Schools could significantly lower the

Cervical cytology Essay Example | Topics and Well Written Essays - 3000 words

Cervical cytology - Essay Example Other epidemiological risk factors for the development of this disease include sexual activity at an early age, a large number of different sexual partners, cigarette smoking, the use of oral contraceptives and additional socio-economic factors (Office of National Statistics UK, 2003b).   Cervical screening is one of the most effective approaches to detect early cellular pre-cancerous changes in order to prevent the occurrence of cervical carcinoma. The procedure is relatively simple and involves the removal of cells from the surface of the cervix using an instrument called a speculum (Kitchener 2006). This can be performed in several minutes time in a physician’s office. These cells are then spread on a microscope slide, called a smear, which is then analysed by a trained cytologist for the presence of abnormal cells or tissue that may presage the early stage development of cervical carcinoma.  When early cellular changes that may be pre-cancerous are  detected by cervical screening, there are follow-up procedures that can be implemented to prevent the further progression of tissue abnormalities to cancerous lesions of the cervix (Kitchener 2006). These procedures involve the removal of cervical tissue from the affected area and a detailed histological as sessment to ensure that all abnormal tissue is excised to prevent the further development of disease.   Cervical screening techniques were the brain-child of physician Georges Papanicolaou who developed this screening method to detect early stage cervical pre-cancerous lesions. Since then, the â€Å"pap smear† as it is called in honor of its discoverer, has been used world-wide for the routine screening of females in an effort to decrease the incidence of this common type of gynecological cancer in women. Despite the availability of this reasonably simple and inexpensive screening test, cervical carcinoma continues to extract a high incidence and mortality rate worldwide (Kitchener 2006).

An overview of prevailing trend of Chinese hotel joining hotel chains Essay

An overview of prevailing trend of Chinese hotel joining hotel chains - Essay Example With the exposure to the foreign markets most of the single hotels are adopting the trend of joining the chains in order to get the advanced facilities with continuous renovation and updation. "Increasingly the chains are offering a better and better selection of services and products from around the world, which is rapidly exposing the Chinese consumers to products that they would otherwise not have the opportunity to sample." (Tibbits, 2003) "The growth of China's inbound tourism market appears to have matched its economic growth and has consistently outstripped the world wide average. Between 1990 and 2000, international visitor arrivals to China increased by an average of 11.8% pa, while global tourism grew by a modest 4.3% pa. During 2001, the disparity was magnified. In the face of a global decline of 1.3%, international visitor arrivals to China increased by 6.7% to reach 89.0 million. This growth continued into the first six months of 2002, with international arrivals increasing by 9.4% over the six months to June 2001. The World Tourist Organisation recently announced that China was set to overtake Italy, US, Spain and France and become the top destination by 2020, attracting 130 million international visitors" (Jones Lang LaSalle Hotels, October 2002) Most of the hotels in China are undergoing the process of management improvement. The new techniques of planning by objectives and improved decision making are being implemented by following the lines of the foreign hotels in order to achieve the competitive edge among the industry participants. Another trend, which is gaining popularity in the industry, is the collaborative projects and ventures of the domestic and foreign hotels proving fruitful for both. The foreign personnel trains the trains the domestic employees about the modern techniques on the other hand the local hotel facilitates environmental and legal adjustments of the foreign hotels in the market. The Chinese regulatory bodies have opened the hospitality industry for the foreign hotels but restricted them to the level of 3 star hotels in order to save the domestic hotels having weak position (Jones Lang LaSalle Hotels, October 2002). But with encouraging the foreign hotels to support the domestic hotels the Government has taken cautious measures to limit the role of the foreign hotels to effect the tourism market of the country. Most of the Chinese single hotels are joining into hotel chains in order to undertake better development and provision of strong financial back up in order to respond to the competition posed by the foreign hotels laced with most advanced facilities management and booking system. Most of the single hotels need to undertake strong and aggressive strategic steps to keep themselves present in the market. This surge of drastic steps forces them to affiliate with the foreign large hotel chain such as Six continents, which are the symbol of aggressive and effective strategies. The adoption of the pattern of joining the hotel chain by the single hotels in China has lead to the domination of the large international hotel chain domination in the

Hunger in the United States Term Paper Example | Topics and Well Written Essays - 750 words

Hunger in the United States - Term Paper Example Reasons for and Results of Hunger: According to the Inc. Hunger and Homelessness Survey, one of the main grounds of hunger in the United States is poverty and lack of way in to the available resources and the purchasing power. Currently, an estimation of one billion people is living below a dollar per day. A third of the people in countries that are developing such as the United States are said to be poor. Poverty is associated with an income that has not being equally distributed reduced financial performance nationally and a political organization that considers people not having any powers (World Hunger education Service, 2012). This is either in dictatorship or democracy. The other cause of hunger in the United States is the growth of the population. Land, forests fisheries and fresh water are used nowadays beyond capability. In contest for resources available, people considered being hungry and poor are marginalized in the United States than people who are not hungry and poor. In states that landholdings are unbalanced, the families of poor people are moved to cities that have overcrowded. The children are the ones who experience damage due to lack of enough food. Countries such as the United States spend close to $125 annually on the military. Another hunger cause of hunger in the United States is discrimination among various ethnic groups. Results of hunger have led to war, crime and discriminations among people. Both groups discriminating each other use food as one of the main weapon. Discriminations among genders are another hunger cause. The other hunger cause is vulnerability of elderly people and children.

Macbeths Change Through Lady Macbeth Essay Example for Free

Macbeths Change Through Lady Macbeth Essay What would make any man change himself and his personality? Marriage? Without a doubt, Macbeths real tragedy is his marriage. Macbeth changed from good to evil from Lady Macbeths influence through manipulation and her dominance in her marriage role. From the beginning Lady Macbeth is viewed as very controlling, strong, and certain. â€Å"First, she has very little regard for her husbands humanity and actually derides him for being too full oth milk of human kindness† (Thompson 1). This shows how cold Lady Macbeth is, as milk is the food of new born children, she is implying Macbeth is too much like a kind child to murder anyone. Once Macbeth has the courage to tell her he does not want to continue with the murder she rallies, calling him a ‘coward’, saying that if he could murder Duncan ‘he were a man’. This to Macbeth, a proud and mighty warrior is a deep insult, and he soon is convinced that he will carry out the murder. Macbeth’s real tragedy is his marriage lies with the fault of his wife Lady Macbeth (Thompson 1). â€Å"Macbeths violent behavior is correctly understood as, and deemed to be, bravery because it is in service of his friends and cousins. His loyalty is what is being lauded. But, mangled by the blood-spotted hands of his wife, he becomes a traitor to his brother band and to himself. Her monomaniacal ambition changes him into a monster.† She is literally awakened by her blind and vaulting ambition to realize she did not want the kind of man she thought she wanted (Scheil 2). â€Å"She is desperate to fit in with her husbands warrior society, and fails to do so.† Lady Macbeth’s downfall comes more quickly than Macbeths when we see her weaknesses coming through, only on her own however. We see that she is troubled by guilt, saying that they never should have murdered Duncan. She’s a guilty wreck; she is sleepwalking and talking gibberish. She says ‘What, will these hands never be clean? These words echo her word earlier in the play, when she talks of washing ‘their hands of this deed’; she has now realized that the guilt that has overcome her will never leave. She willingly commits suicide leaving her husband not to mourn her passing but to simply comment ,†She should have died hereafter† â€Å"Macbeths life of striving for greatness, as he himself now realizes, has blossomed into no more than a withered leaf† (Pellikha 2). Macbeth no longer fears anything, for he has seen too much violence and fear to be affected anymore. â€Å"Macbeth, on the other hand, determines not to surrender and not to fall upon his sword, for at the end his overconfidence blinds him to any possible danger† (Thompson 7).

Language in Political Speeches

Language in Political Speeches Essay investigating the language used in speeches to motivate and persuade people including speeches of Tony Blair, George Bush, John Major and Winston Churchill, for example. The language required to motivate and persuade in political speeches is a prepared mode of linguistic usage very different from others in that its imperative is inherently connected with its construction and delivery. Although recognised and frequently employed linguistic devices, such as rhetoric, are necessarily an intrinsic part of this kind of syntax, the overall purpose governs the style far more directly and bears the weighty implication of both negative and positive influence: in other words, when do ‘motivation’ and ‘persuasion’ become ‘propaganda’? In order to demonstrate the power of speech to motivate and persuade, it is therefore necessary to look closely at some speeches which have attempted to accomplish this with varying degrees of success in relation to the circumstances in which they were made. Though ‘it is often said that events, not speeches, determine the outcome of elections’ it is equally true that the language used to persuade the people addressed as to how they should view events is a determining factor in a positive or negative response. In terms of historical resonance, one might consider how Shakespeare presents the difference between Brutus’ appeal to reason and Mark Antony’s appeal to emotion when each addresses the easily manipulated mob in turn following the assassination of Julius Caesar in his play of that name written in a time of contemporary political tension, 1599. It has also been seen to be true in more recent times when, following the assassination of Ghandi in 1948, Nehru spoke to the people of India in terms designed specifically to calm what was a potentially inflammatory situation by using words of address remarkably similar to Shakespeare’s ‘Friend’s Romans, Countrymen’, Nehru chose to speak to the multitude as ‘Friends and comrades’. Both usages of familial terms encouraged feelings of empathy and solidarity, persuading those present that a feeling expressed by one man could at once unite, reflect and pacify those of a nation. Tony Blair’s famous epithet ‘the People’s Princess’ did much the same following the death of Princess Diana in 1995. In all of these cases, the right words at the right time persuaded people to believe in the speaker’s ethos and motivated them to react as the orator wished. The moving, motivational and persuasive rhetoric of Winston Churchill’s wartime speeches remains profoundly powerful and is an extremely good way of demonstrating the effectiveness of language. During the darkest days of the war, in 1940, Churchill’s ‘we will never surrender’ caused the British people to perceive hope where really there was none. His syntax, both personal and generic, like that of the emotive language earlier discussed, relies heavily upon the pronoun ‘we’ as a connective with those he is addressing: We shall not flag nor fail. We shall go on to the end. We shall fight in France and on the seas and oceans; we shall fight with growing confidence and growing strength in the air. We shall defend our island whatever the cost may be; we shall fight on beaches, landing grounds, in fields, in streets and on the hills. We shall never surrender [†¦] What is often forgotten is that this speech begins with a summation of the catastrophic progress of the war up to this point. Churchill’s brilliance, here, is in saying nothing of factual substance but concentrating instead on the emphasis of the nation’s unity. The personal pronoun ‘we’, which is repeated at the beginning of each sentence and echoed in ‘our’, produces the desired effect of proclaiming the collective consciousness of resistance, whilst simultaneously stressing, inferentially and by inversion, the possible negative results of disunity. That is, only by the behaviour Churchill declares to be prevalent can the Nation hope to survive. As well as repetition and rhetoric, the persuasive technique here employs alliteration, in ‘flag nor fail’, the language of the poetically picturesque in ‘seas and oceans’ and references to home in ‘fields’, ‘streets’ and ‘hills’: in oth er words, encompassing the whole country in the semantic field. The variation in structure, especially sentence length, indicates a momentum which rises and falls musically, beginning with short declarative statements, expanding with the introduction of both compound and complex sentences, until a crescendo is reached with ‘never surrender’. The speech does not end here (it ends with a broad hint to the ‘New World’ to join the war and ‘rescue [†¦] the old’) but this is its rhetorical peak, emphasised, if such is necessary, by the fact that some fifty years later it is still remembered and quoted, even in that most necessarily persuasive of media, advertising. (However, it is necessary to remember that such persuasive language and technique was equally powerful in motivating Hitler’s Nazi Party, and indeed the German people, to go to war in the first place, albeit with an offensive rather than defensive motive.) The language of political speeches made in time of war must have, then, as a prime objective, the desire both to motivate and persuade. It has been said that, ‘a [President is a] persuader by definition’ and this can be seen in the speech of US President George W. Bush at the time of the decision to go to war with Iraq in 1991: Just two hours ago, Allied air forces began an attack on military targets in Iraq and Kuwait. These attacks continue as I speak. Ground forces are not engaged. This conflict started Aug. 2, when the dictator of Iraq invaded a small and helpless neighbour. Kuwait, a member of the Arab League and a member of the United Nations, was crushed, its people brutalized. Five months ago, Saddam Hussein started this cruel war against Kuwait; tonight, the battle has been joined.    Bush begins by emphasising the fact that the attack has already begun and that it is continuing; a fait accompli, in fact. The syntax is strikingly declarative and informative whilst the language, in the semantic field of attack and defence, relies heavily on the notion that there was no choice here and that America did not begin the conflict: it is not the aggressor. Indeed, Bush stresses the idea of the ‘dictator of Iraq’, Saddam Hussein, having ‘invaded a small and helpless neighbor’. Emotive language is heaped upon this by the use of ‘crushed’ and ‘brutalized’ in order that the goal of the orator to persuade the American people and indeed the world, that the invasion was a humanitarian act. The ‘cruel war’, Bush invites us to judge, was begun by Iraq and ‘battle has been joined’ to ‘protect and defend’ as the American ‘Oath of Allegiance’ clearly demands. The language used thro ughout is designed to persuade the listener of the validity and necessity of war. However, the notion that, ‘Presidents [and politicians] are special beings. When they talk, we listen’, has to be qualified by the listeners’ growing political awareness. This is evident when one turns to look at the language used in political speeches aimed at either the electorate or to instigate legislation where different criteria are applied which can be perceived in the structural linguistic mode. An increasingly sophisticated electorate has become more aware of ‘political spin’, however, and is less easily swayed by political rhetoric: Distrust of policy making and policy makers has become more common as politics has become positioned as more concerned with the spin of media presentation than with substance. There is, then, with this innate ‘distrust’ in mind, a discernable difference between what is presented in speeches to party members and what is intended to be persuasive and motivational to the general public. As has been observed, ‘the babble of voices has increased massively and governments have to work very hard indeed to keep anything hidden from the public gaze’. Speeches do not, of course, seek obviously to ‘hide’ being necessarily declarative and intended for public consumption. Nevertheless, political speeches are often made in the wake of political scandal where the motivation of the speaker is to persuade the listeners that despite appearances all is well. In cases such as these, the speaker has a more difficult role than usual, since the audience is likely to be hostile, especially during a Commons Debate; in circumstances such as these, combative language will be employed by both sides, rather than either passivity or ‘attack and defence’. However, the later to be impeached President Nixon, when running for the office of Vice-Presidency in 1952, used the specific dynamics of ‘honesty and integrity’ to refute claims made against him and pledge, somewhat ironically in hindsight, ‘to drive the crooks and the Communists and those that defend them out of Washington’. By connecting the criminal fraternity with a contemporary political obsession of ‘the McCarthy Era’, Nixon diverts the issue from his own challenged integrity and instead attempts to persuade the listeners that those who speak against him are the dishonest ones and: the motivation is entirely personal in its attempt to achieve an individual goal. Motivational speech can, however, be far more selfless and, indeed, more potentially powerful, if delivered in the desire to drive forward a socio-political cause. The finest example of this in the latter half of the twentieth century might well be said to be that of Dr. Martin Luther King Jnr. to the assembled masses in Washington D.C. on August 28 1963 which proved to be a seminal moment in the Civil Rights Movement: I have a dream that one day this nation will rise up and live out the true meaning of its creed: ‘We hold these truths to be self-evident: that all men are created equal.’ I have a dream that one day on the red hills of Georgia the sons of former slaves and the sons of former slave owners will be able to sit down together at the table of brotherhood. I have a dream that one day even the state of Mississippi, a state sweltering with the heat of injustice, sweltering with the heat of oppression, will be transformed into an oasis of freedom and justice. I have a dream that my four little children will one day live in a nation where they will be judged not by the colour of their skin but by the content of their character. I have a dream today. Dr. King’s intention both to present a persuasive argument and motivate a damaged and blighted country to heal itself is evident in both the structure and the lexis, as he interweaves past, present and future to create a livid picture of American racial prejudice: ‘expression and persuasion were the goals, confirmation of shared values the method’.   The speech uses repetition almost as melodic punctuation to enable the essence of the speaker’s directive to appear both personal and communal. Focusing on a future built from a mutual healing of the past and presenting the image of children as the distillation of this, Martin Luther King involves the listener in a persuasive generic rhetoric. Elsewhere, the speech uses biblical imagery and references to love of country to demonstrate the inherent right of mankind to freedom and equality enshrined in the Declaration of Independence (July 4th 1776). By enforcing this in relation to the Civil Rights Movement, K ing underpins his ‘dream’ with a historical resonance to which the ‘American Dream’ is inextricably linked. Thus the structure and content combine to persuade and motivate those who are not actually present to engage with the movement to which he is truly dedicated. The speech was a ‘media event’ and remains one of the most powerful and emotionally charged speeches in history. It had tremendous success, both contemporaneously and over future decades, in persuading the American people to act positively to abolish racism, though prejudice is, unhappily, still prevalent. John Major, also speaking on the right to ‘freedom’, this time in relation to fox hunting, acknowledged by the speaker as ‘ludicrous’ in its introduction as a Government Bill before the House, attempts to persuade almost by inversion: I have never hunted a fox or a deer, nor have I attended a hunt or seen one, except at a distance, yet I oppose the Bill every bit as strongly as any one of the country dwellers who are likely to lose their livelihood should a ban be imposed by Parliament. By declaring his disinterest, Major begins to persuade by suggesting that his is the action of any right-thinking man, not just ‘the minority’ of ‘countrymen who hunt’. Major’s entire speech attempts to persuade by derision and negation, implying that the Labour Government is sacrificing the rights of the few, ‘a breath-taking illustration of political self-interest overriding natural justice’. Major’s persuasive tactic, faced with an overriding popular opposition to fox-hunting, is to cast doubt on this as a fact and also to stress the importance of hunting as part of the rural economy. He refers to ‘farmers’ and ‘country dwellers’ as well as loss of ‘livelihood’ whilst avoiding reference to ‘the image of huntsmen as red-faced toffs’, a disparaging reference to the view of the Left, until after he has delivered an argument based on opinion rather than fact and concluding with the fox-hunting term of ‘gone to earth’ and even reference to the Christmas season, when the speech was delivered, to aid its persuasiveness. Moreover, Major states that one needs an ‘open mind’ to see the truth of his argument implying that those who do not agree with him have a restricted view based on the desire to appeal to the populace rather than common sense or justice. Speaking to the ‘Fabian Society’ in 2003, Tony Blair employed a similar methodology when speaking of Public Services where he alluded to such ideologically emotive ideas as ‘the creation of the National Health Service’ to further his argument that his government was ‘deliver[ing] the progressive rights that other countries took for granted’. The speech is argued coherently, acknowledging the historical knowledge of the Socialist Party his audience possesses. In this sense, he tailors the structure very differently from a speech to a more general audience. Language is the principal tool of the politician and as such offers much in the way of linguistic analysis for the study of the power of lexis and syntax to persuade and motivate. From the specific words required for wartime, to the promotion of a political agenda or the need to expose injustice, speeches employ the many and various linguistic devices within their textual structure to argue and persuade effectively. Language is a powerful and emotive stimulant, dangerous in the hands of a skilled orator with an ambivalent or perilous personal agenda. Certainly, the way a speech is constructed and delivered has been shown over the centuries to have tremendous influence, both negative and positive, and knowledge of method and intent are important in the ability of an audience to differentiate astutely between the two and avoid being either persuaded or motivated against their better interests or those of the public at large. Thus, understanding the nature of persuasive and motivational argument is essential in order for the listener to make informed, rather than merely linguistically manipulated, choices based upon skilful speech. Bibliography: Tony Blair, ‘Speech to the Fabian Society on Public Services’, 18 June 2003, TotalPolitics, 2008, retrieved 21 October, 2008. George W. Bush, ‘Announcing the Attack on Iraq, 16 January 1991’, TotalPolitics, 2008, retrieved   21 October, 2008. Winston Churchill, ‘Speech to the House of Commons, 4 June 1940’, TotalPolitics, 2008, retrieved 21 October, 2008. Declaration of Independence, 4 July 1776, retrieved 21 October 2008, Robert E. Denton Jr., Dan F. Hahn, Presidential Communication: Description and Analysis, (Praeger, New York, 1986). Richard Edwards, Katherine Nicoll, Nicky Soloman, Robin Usher, Rhetoric and Educational Discourse: Persuasive Texts, (Routledge Falmer, New York, 2004). Robert V. Friedenberg, Notable Speeches in Contemporary Presidential Campaigns, (Praeger, Westport, CT, 2002). Martin Luther King, ‘I Have a Dream’ delivered 23 August, 1963, retrieved 21 October, 2008 John Major, ‘Speech on Fox Hunting’, December 2000, TotalPolitics, 2008, retrieved 21 October, 2008.   Jawaharlal Nehru, ‘Eulogy on the Death of Ghandi’ (delivered 1948) retrieved 22 October 2008 David R. Russell, Elaine P. Maimon, Writing in the Academic Disciplines, 1870 -1990: A Curricular History, (Southern Illinois University Press, Carbondale, IL, 1991). James Thomas, Dianas Mourning: A Peoples History, (University of Wales Press, Cardiff, Wales, 2002). Carl Tighe, Writing and Responsibility, (Routledge, New York, 2005).

Development of the Depression in Chronic Illnesses Scale

Development of the Depression in Chronic Illnesses Scale Patient Health Questionnaire depression scale (PHQ) is an eighty-two items measure, divided into five clinical components (Kroenke, Spitzer Williams, 2001). PHQ is used to assess mood, anxiety, somatoform inclination, alcoholism and disorders related to eating habits. PHQ is found to be beneficial in primary care settings because of the early screening and detection the disorder. Responses ranging from â€Å"not at all to nearly every day† and score from 0 to 3 points. Respondents asked to mark his/her feelings they gone through by the past two weeks. PHQ has three shorter versions; one with nine items derived from the original version called Patient Health Questionnaire Depression Scale-9 (PHQ-9), eight items and two item versions are called PHQ-8 (Kroenke, Strine, Spitzer, Williams, Berry Mokdad, 2008)and PHQ-2 respectively. Zung Depression Inventory (Zung, 1965) is a 20 items self-rating depression inventory for diagnosis depression in psychiatric settings. Where, 20 items divided into 10 negative statements and 10 positive statements, included affective, somatic and psychological symptoms of depression. The response format ranged from 1 (a little of the time) to 4 (most of the time) points scale and the diagnostic scores divide into category of four. Scores ranging between 20-80 points, where, less than50 regarded normal, less than 60 as having mild depression, less than 70 as having major depression, while 70 and above regarded as severe major depression. Besides the adolescents and adult depression measures, there was a need to have measures for assessing depression in geriatric people. There is not much work done on this issue. Depression is not a process of aging, though somewhat people affected by it in their late life. The reason could be retirement from jobs, impairment in daily routine, cognitive functioning, and decreased quality of life (Blazer, 2009). Among other measure of depression available, Geriatric Depression Scale (GDS) is uses commonly in hospitals and by other health care professionals (Yesavage, Brink, Rose, Lum, Huang, Adey Leirer, 1983). GDS is developed by Yesavage (1982) in a dichotomous yes/no format, has two measures one is long form consisting 30-item questionnaire, while other is short form consisting 15-item questionnaire. GDS assessed the intensity of depression, participant felt in the preceding week (Greenberg, 2007). Children depression scales are significant components of assessing depression and their mental health. Children’s self-report measures of depression are relatively newer addition although fastest emerging in clinical psychology because of the importance of the issue. Weinberg Depression Scale for Children and Adolescents (WDSCA) is a 56 items, dichotomous response format measure developed for assessing depression in children and adolescent aged 5-21 years. Another commonly used questionnaire is Center for Epidemiological Studies Depression Scale Modified for Children (CES-DC) is a derivation of adult CES-D. CES-DC is a 20 items measure with the same statements although the wordings related to children’s level of comprehension (Faulstich, Carey Ruggiero, Enyart Gresham, 1986). One more measure for addressing depressive symptoms in terms of behavior and feelings in childrens is Childrens Depression Scale (CDS)-3rd Ed. CDS is a 50 item scale developed for the childrens 7 to 18 years of age. CDS has two depression and pleasure scales with separate forms for boys and girls (Poznannski, Cook Carroll, 1979). Multi-score Depression Inventory for Children (MDI-C) is developed for childrens age ranging between 8-12years. MDI-C is 79-items original scale and 47-items short version with true/false response format. MDI-C addressed children’s mood, affect, behavior, self-esteem, social interaction, defiance, and learned helplessness. Moreover there is another children inventory developed named Child Depression Inventory (CDI). CDI is an extension of BDI, with 27 items and 10 items scale for children and adolescents. The age is ranged between 7-17 years. CDI covers broad spectrum of child’s behavior, emotional problems in home and school living for preceding 2 weeks. Likewise, Mood and Feelings Questionnaire (MFQ) developed by Angold Costello (1987) assess the child’s recent feelings and affect. MFQ is a 33-items long form and 13-items short form, and score ranging between 0 (not true) to 2 (true) points. CHAPTER III METHODOLOGY Use of self administered diagnostic tool for depression has been increased these days as a quick and reliable step in measuring depression for accurate treatment regimen in patients with chronic illnesses. An analytical approach employed in the development of the Depression in Chronic Illnesses Scale (DCIS) i.e. the item selection and the method of assessing the individual’s level of Depression was based on a theory. In the case of present scale the theory was that of Beck’s (1967). The theory holds that cognitive distortions, dysfunctional beliefs and negative thoughts about an experience are responsible for having depression (Compass Gotlib, 2002). Mental and behavioral problems interlinked and begin because of the negatively twisted thinking processes. Furthermore, depression has four major components that are affective, cognitive, behavioral and biological. The present study carried out in two phases, where the first phase involved in development of the DCIS scale whilst second phase in validation of the newly developed scale. Phase I Development of the Depression in Chronic Illnesses Scale The development of scale involved following steps: Step 1: In-depth interview with chronically ill patients from various hospitals, view-points of health professionals and people from different community settings. Participants: Three different samples were taken for this step in which 30 participants (20 females and 10 males) of health professionals, 30 people (15 females and 15 males) from different community settings and 30 chronically ill patients (13 females and 17 males) from various hospitals of Karachi were recruited as respondents. Procedure: Health care professionals: 30 (20 females and 10 males) health care professionals (e.g. doctors, psychologists nurses) were approached. Their age ranged between 25-40 years. Initially a brief verbal presentation was given them about purpose of the study. Then they were requested to provide their view points for depression that could be their observation or experience in their lives (Annexure A, English) and (Annexure B, Urdu). Following instruction was given along with two sheets of paper. â€Å"Depression isa mental state described by one’s feeling of sadness, loneliness, hopelessness, low self-esteem, and self-reproach†. They were allowed to express their views easily in any language i-e English or Urdu. People from community settings: 30 participants (15 females and 15 males) from different community settings i.e house wives, office workers, teachers and students from colleges and universities of Karachi were approached. Their age ranged from 18-45 years. Initially the reason of the study was extensively explained to them. Then they were requested to provide their view points about depression that could be their observation or experience in their lives (Annexure A, English) and (Annexure B, Urdu). Following instruction was given along with two sheets of paper. â€Å"Depression isa mental state described by one’s feeling of sadness, loneliness, hopelessness, low self-esteem, and self-reproach†. They were allowed to express their views easily in any language i-e English or Urdu. Chronically ill patients: 30 chronically ill patients (13females and 17 males) were approached from different hospitals of Karachi. Their age ranged between 28-48 years. They were extensively and clearly explained the purpose of study and the reason for interview to put them in ease. They were further explained about confidentiality. A semi-structured in-depth interview was done on each chronically ill patient individually that explored their perspective, cognitions, feelings and behaviors about their illness in general and specific situations of life. They were asked open-ended questions (Annexure C), such as â€Å"how are you feeling today?† Their responses were recorded for further analysis. Results: The information explored during semi-structured in-depth interview with patients was summarized and analyzed. The point of views provided by health professionals and people from different community settings used for content analysis. The data from patients, heath care professionals and people from different community settings was qualitatively analyzed and common and relevant content was retained and uncommon content discarded. Step 2: item writing and selection Initially pool of the items were generated through quantitative analysis by using the definitions provided by the chronically ill patients, health professionals and people from different community settings (step 1) Few items from established measures of depression such as Beck depression inventory (1967) were selected and those selected items were culturally relevant items as well. Primarily the selected items were translated in Urdu then included in the item pool (step 2). Before given the item pool to the experts for rating, the content of the items was closely scrutinized by the researcher and supervisor to find out major weaknesses. Omissions and inclusions according to their relevance in each component were made and repetitive items and ambiguous items were deleted. Then, to determine the construct validity of the final scale the panels of judges/psychologists were asked to scrutinize items of the scale keeping in focus the Beck model of Depression. Psychologists were given printed material on the theoretical model of Depression as proposed by Beck (1967), that explained briefly and precisely the three aspects of depression, along with few sample items from already developed scale of Beck depression Inventory. After giving the material on Beck’s (1967) theory they were requested to rate each item on a 1 to 5 rating scale according to its relevance in each of the three components (Annexure D). They were asked to give an item a score of 1 if it is not at all related to the component/concept in question and give a rating of 4 or 5 if the item seems to be highly related to the component/concept in question. The items that had an average rating of 4 and above were selected and the items that had rating below 4 were discarded. Psychologists were replied back with their expert perspective in an objective manner to rate the formulated items for each component of the scale. Finally selected items were reduced to 28 total items (Annexure E). Step 3: Pilot Study Sample: A pilot study carried out by using the judge’s and psychologist’s rated scale and with the purpose of to evaluate the adequacy of scale and to make needed alterations accordingly. The sample of 60 (31 males 29 females) chronically ill patients and they were conveniently selected from various hospitals of Karachi. The age ranges of participants were between 18 to 50 years. Procedure: A 28 itemed scale was administered (Annexure F) on the participants with a demographic form in which they asked to write their name, age, education and illness. Those participants selected for pilot study who can comprehend Urdu easily. Further they were required to identify vague, repetitive, and difficult to understand items. Result: Finally selected scale after pilot study reduced to 18 items (Annexure G). Item those were difficult to understand, and vague for majority of the participants were excluded. Step 4: factor analysis and item total correlation Sample: To find out factor analysis and item total correlation, final Depression in Chronic Illnesses Scale (18 items) was administered on 270 (154 males, 116 females) chronically ill patients from various hospitals of Karachi. Their age ranged between 18- 50 years and they were conveniently selected. Procedure: Later than taking the written permission from hospital’s authorities, participants were explained about the details and purpose of the study along with a short demographic form, consent form (Annexure I) and final Depression in Chronic Illnesses Scale. Only those participants were included who volunteer to participate thus they could self-report the questionnaire. They were then requested to choose the one option of all eighteen items on DCIS, about which they think most related to their feelings during past six months. The choice of options was from strongly agree, agree and disagree to strongly disagree. Phase II: Validation of Chronic Illnesses Scale The second phase involved in determining the newly developed scale’s psychometric properties. Item total correlation, alpha internal consistency, split half reliability and convergent validity was calculated Reliability Analysis Sample and procedure: For test re-tests reliability a sample consisted of 60 chronically ill patients (26 females, 34 males), age ranging from 18-50 years, recruited from various hospital of Karachi and for internal consistency analysis sample consisted of 270 chronically ill patients (103 males, 90 females) with the age range of 18-50 years from different hospitals of Karachi. The Depression in Chronic Illnesses Scale was administered twice on participants at an interval of one week. Test re-tests reliability found out by computing Pearson r by using SPSS IBM version 22. Those participants comprehend easily the language of the scale were selected. For calculating internal consistency (item-total correlation inter-items correlation) Cronbach’s alpha was computed and for split half reliability all items were divided randomly into two equal sets, then split-half reliability estimated by the proportion between these two total scores. Validity Analysis To assess the convergent validity the two scales were administered along with DCIS on 100 chronically ill patients selected from various hospitals of Karachi, age ranging between 18 to 50 years. Only those participants were selected who were bilingual or easily comprehend English language. The two scales used for assessing convergent validity were, Center for Epidemiologic Studies Depression Scale (CES-D; Radloff, 1977) Hamilton Rating Scale for Depression (HRSD; Hamilton, 1960) Procedure: Participants were asked to complete the Depression in Chronic Illnesses Scale with Center for Epidemiologic Studies Depression Scale. The Hamilton Rating Scale for Depression was used by the administrator. Measures: The Center for Epidemiologic Studies Depression Scale (CES-D; Radloff, 1977) is a 20-item self-report rating scale that assesses mood, somatic complaints, interactions with others, and motor functioning. It’s a 4-point rating scale, scores ranges from 0-3 (rarely or none of the time=0, some or little of the time=1, occasionally or a moderate amount of time=2 and most or all of the time=3). The final score spans from 0 to 60, with a higher score indicating high intensity of depression. People with a final score of 16 or lower are identified as non-depressed; however, the higher are typically identified as a depressive ‘case’ (Annexure I). Hamilton Rating Scale for Depression (HRSD; Hamilton, 1960) is a 17-item, multiple choice clinician/health professional’s observation rating scale, design to assess the severity of depression in terms of mood, somatic complains, work and activity, sleep and insight. It’s a type of semi structured interview. Score ranging from 0-52, where score more than 23 indicative of very high intensity of depression, 19-22 high intensity, 14-18 moderate intensity, 8-13 mild and lower than 8 indicative of no depression (Annexure J). Cut off Scores In order to find out classificatory indices of DCIS, quartile 1, quartile 3 and intra-quartile had been calculated of eighteen items of the scale i.e. mild, moderate and severe level of depression in patients with chronic illnesses. Result: After computing the eighteen items of DCIS, the classificatory indices of the scores are, 0-16.25 indicates minimal depression, 17-25 indicates mild depression, 25-33 indicates moderate depression and more than 33 points indicates severe level of depression. Operational Definitions: Depression: Depression generally a state of mood characterize by a pessimistic sense of inadequacy dejection and a despondent lack of activity. Depression causes changes in view, emotion, behavior, and physical well-being. It is a widespread, intricate and complicated disorder, (Horwath, 2004). Reliability: Reliability of a test is referring to the consistency of a test.A test is reliable when it produces consistent and steady results over time (Phelan, Wren, 2005). There are different types of reliability in which, test re-test reliability is a correlation between the scores of same group test at two different times on same test. This type of reliability uses to evaluate consistency of a test over time. Inter-rater reliability achieved by given a test to more than one judges for rating. The ratings then compare to establish the consistency of a test. Internal consistency reliability is correlation between items of the same test. Split half reliability is correlation between two halves of one test to assess the internal consistency of a test. Parallel-forms reliability is measured by comparing the correlation of scores of two different tests used for assessing same construct. These two tests administered at same time on same sample Validity: Validity is one of the basic attributes of a test. Validity is a degree to which a test is measure what claims to measure (Cronbach, 1971). A test would be considered valid when it efficiently measures the specific characteristic that it means to be measure. There are four common types of estimation validity. Predictive validity is referring to the accuracy that how well a test guesses the future performance. The usual method is use to measure the approach to predict the future behavior solely on the basis of obtained scores. Criterion related validity used to predict future or current performance on a test. Content validity is referring to the extent to which how much a test represents every single item of the same construct. Construct validity refer to the extent to which a test measure a theoretical construct or attribute. Convergent and discriminant validity are two type of construct validity in which construct validity refers to which a test positively correlate with other measu re of same construct while discriminant validity refer to a test does not correlate with other measure of different construct (Campbell Fisk, 1959a).

Hamlet Essay -- essays research papers

Perhaps the most famous soliloquy in literature, these words reflect the state of desperation in which Hamlet, the Prince of Denmark, finds himself as he contemplates suicide. His father, the King, has died. His mother, the Queen, has remarried within a month of the King's passing, an act which has disturbed young Hamlet in and of it. To make it worse, she has married the King's brother, Hamlet's uncle, who is now the King of Denmark. As Hamlet's despair deepens, he learns through the appearance of an apparition of his dead father; that the old King was murdered by the new King. Hamlet's growing awareness of the betrayal of his mother and evil of Claudius leads to a deepening depression and madness. This soliloquy contains the famous words "Thus conscience does make cowards of us all", hinting that the "dread of something after death"-purgatory, hell, perhaps-is what keeps Hamlet alive to avenge his father. Many people incorrectly interpret those famous words of Hamlet's, not knowing the true meaning or background behind his speech. In his soliloquy, Hamlet contemplates whether or not he should take it upon himself to act accordingly to his uncle's/step-father's crime against his own father. However, later on in the play, Hamlet realizes Fortinbras' resolve and his quest for victory. By witnessing Fortinbras and his actions, Hamlet comes to realize that he has no inner struggle and sees the actions that he must take in order to bring inner peace to him and avenge his father's murder. He is grappling with the difficulty of taking action against Claudius and the fact that he has not been able to revenge his father's murder yet. Hamlet's introspective commentary is interrupted when he sees Ophelia. In his most famous soliloquy, Hamlet ponders whether he should take action against his "sea of troubles" and seek revenge for his father's death or live with the pain of his father's murder. Hamlet's weakness is later illustrated when he passes up the opportunity to kill Claudius by rationalizing that he has made peace with God, therefore sending him to Heaven if he were to be slain. In addition to his proposal of vengeance, he also contemplates whether it is better to stay alive or commit suicide. If he were to sleep, he feels that all his troubles would vanish, and this would not be such a bad thing. However, he says that if he were ... ...very attractive because it would stop all the troubles that one has to put up with in human life. He acknowledges that he doesn't know what that would involve on the fundamental level, continuing on from what he has already said, explain that because he doesn't know what the lot of his soul may be after death, he is unwilling, even afraid, to take his own life. He dreads what comes "after death", probably especially because he could be damned for committing the sin of suicide, in which case his existence after death would indeed be very bad; and he points out that if he doesn't like it after death he can't come back to human life. But, of course, one can be fearful without being a coward; and we see from events in the play that he isn't really a coward. He faces the ghost bravely, faces his killing of Polonius bravely, faces Claudius the powerful reigning king bravely, faces the pirates bravely, and faces death bravely. This whole speech is just thinking, at one moment in his life. William Shakespeare. Hamlet. Trans. Robert Fagles. The Norton Anthology of World Masterpieces. Expanded Edition in One Volume. Gen. Ed. Maynard Mack. New York: W.W. Norton, 1997.

My Trip to Italy Essay -- Personal Narrative Writing

My Trip to Italy I stood in the town square of the small village. Like any other normal day, people were going about their day-to-day business. Old men sat on a wooden bench beneath a large tree and predicted this year’s crop. Women shared town gossip as they shopped for groceries, and children sucked on lollipops while they played along the cobblestone streets. However, unlike any other day, the whole crowd had stopped in unison and darted their eyes in my direction, their full attention on me. I heard hushed whispers as I passed by the crowd, â€Å"Americano!† â€Å"Oh mio Dio, guarda com’à ¨ alto!† I lowered my head as I thought to myself, â€Å"What the hell am I doing here? I’m in a country where I don’t know the language or the culture, and I have another nine and a half months until I go home!† I didn’t know it then, but those nine and a half months that lay in front of me would be the experience that would challenge my views and goals a nd help shape the person I am today. My journey started when I came to the conclusion that, after high school, I wanted (and needed) a break. My senior year had been less than perfect, as I didn’t apply myself, was lazy, partied, and lost my parents’ trust and respect. I was a man without direction or a purpose, and knew that college would be just like high school but with more parties and less parental supervision. I quickly decided that instead of going straight to college, I would take a year off and participate in an exchange program. I’m part Italian, and I’ve always had a desire to trace my roots and to experience Italy and â€Å"la dolce vita† or â€Å"the sweet life.† When I signed the papers to go to Italy for the exchange program, I pictured myself lying in a hammock on a beach, surrounded by three... ...unfair when I left, suddenly became people when I returned. I suddenly realized their good intentions and how they had sacrificed so much so that I would be able to educate and better myself. I made time for friends, and went out of my way to acknowledge and help people who I wouldn’t have noticed before. I fully appreciated everything in my life, and all the things I had taken for granted suddenly became important and meaningful. Katharine Butler Hathaway once said, â€Å"A person needs at intervals to separate from family and companions and go to new places. One must go without familiars in order to be open to influences, to change.† In doing this, I broadened my horizons and changed my outlook on life. Now, as I move on to college, I am leaving my family and friends again to educate and better myself so that I am prepared to walk down any path on the road of life.

Personal Development Paper Essay

I have a lot of scope for improvement. I have a lot of potential both professionally and in the personal space – I need to tap it. My asthetic sense, candor and imagination help me stand out in a crowd and I need to fine tune these skills. Given my high sensitivity to stress, I tend to get very irritable and frustrated during high pressure scenarios. I am exteremly disorganized and this has really harmed me all my life. I really need to work on my organization skills.Goals To be more organized, and disciplined. I need to have a stronger work eithc, and develop strong analytical and quant skills. I would also like to invest alot of time in reading, and wasting less time doing meaningless stuff. Reading and getting exposed to the opportunities everywhere gets me excited, and once I am excited – I am driven.Perception of others In all honesty, others view me as exteremly modest but that is because I am good at hiding my weaknesses. They respect my candor and people skills, and appreciate my input once in a while.Standards organization expects you to meet Disciplined, focused, very strong finance background, strong work ethic, working in high pressure scenarios, and having a strong sense of responsibility. DEVELOPMENTAL PLANNING WORKSHEET Professor Randall S. Peterson DEVELOPMENT ISSUE (from GAPS analysis): The issue is that I am easily intimidated, and not focused. I tend to get distracted with my surroundings and tend to loose interest in my own ambition and agenda. I tend to get bored easily, and leave things in the middle – very impatient.EXPECTED OUTCOMES: What will be different? What could someone else observe that will change? For starters I will be more diligent, focused and orderly. This can be seen through my group participation, my in class assignments, my club involvement and my career hunt activities. Juggling so many aspects at once will require all of the above. My quant and financial skills can really develop if I invest time, and effort in reading and understanding the material. This can also be a visible change.What will I gain by achieving the goal? What is in it for you? Happiness. Job. Personal satisfaction. Personal growth and development.WHO ELSE NEEDS TO BE COMMITED TO THIS: What will you need to do as soon as you get back to the office to get started? Who do I need to get committed to helping me? And what is in it for them? Me, myself and I.LEARNING STRATEGIES FOR DEVELOPMENT (use at least three of the six to make your development goal SMART) 1) Seek New Challenges/Projects Challenge PE CASE CHALLANGE Specific Action/Time/Deadline working with people in a field I have very little experience in. Taken a challenge. Have to work hard. This will improve my quant and tech skills.2) Take Courses and Workshops Course/Workshop Specific Action/Time/Deadline 3) Develop Ongoing Feedback Name(s)/Strategy for Identifying People Study Group Specific Action/Time/Deadline Montly feedback on progress – personally and professionally. Team contract also helps keep us in check. 4) Identify Role Models and Coaches Name(s)/Strategy for Identifying People Raluca – Class mate Specific Action/Time/Deadline She helps me stay focused and organized everyday. We plan the everyday in advance, and luckily always manage to achieve the target.5) Development Reading Books/Papers Specific Action/Time/Deadline 6) Other Learning Tactics Strategy Specific Action/Time/Deadline OBSTACLES What will I give up? I will give up making excuses. I will talk less listen more. I will give up wasting time, and reading more. I will give up being disorganized. What are the major obstacles and how will I manage them? Obstacle is just me and my mind – I need to be focused, and do proper time management. Not get distracted with the noise around me. Work at my pace, and be patient.How to work with me I am pretty flexible, and easy going. Only thing is I lack commitment, and have poor work ethics. I tend to get distracted easily and hence get frustrated when the pressure builds up. Please be a little strcit with me when it comes to academics. I need to get more responsibility so I am actually forced to put in effort, instead of depending on others. This will help me build my quant and analytical skills, and that will increase my confidence 10 folds. Since I tend to get distracted easliy, please always bring me back on track. I am very dependable, approachable, and I love interacting with people and learning through people. Hence, if I don’t understand something, and if someone explains it to me politely I will always listen. I tend to disagree alot, and sometimes unnecessairly. I am also very open to people criticizing me. I love negative feedback so I have room to develop. Please motivate me, and cultivate in me discipline.

Challenges of the Fire Department.

Todays elan military dish up faces multiple challenges, one of the biggest challenges that threatened our human beings is the waning of humanity support. Since the decline in our economy, many politicians have made go upfighters their adversary and attacked the fire service. Recently, fire department reward have been blamed for our municipalitys fearful fiscal condition. A legal age of the worldly concern has debaten note of these attacks and has taken the fount of the politicians. Through our actions, we mustiness(prenominal) take on terrible to regain the publics respect and trust. Without the publics support the fire department would not exist.Throughout our nations history the fire service has been held in high observe and very well respected. It has taken generations to anchor this reputation and now it is now up to us to carry and build upon this foundation. The majority of firefighters do a great theorize on and off calling however it is the poor judgmen t of a fewer individuals that discredit and tarnish our organizations reputation. Just in the last few years, t here(predicate) have been numerous charges against firefighters that accept murder, DUI, soliciting prostitution and grand larceny.All these charges argon from deep down the Las Vegas Valley and do not constitute the charges faced by our brothers and sisters across the nation. These charges conjugate with political attacks have resulted in erosion the relationship between the fire service and the general public. It is up to our generation of firefighters to realize over our citizens and regain their trust. We must do this by performing our duties with the outmost dutyalism and customer c be in mind. It all begins with our appearance. Whether we see it or not, we are judged not entirely by our actions but as well by our appearance.Our uniforms and conduct must reflect the sea captainism that is evaluate from the fire department. Our equipment must also be well maintained and organized. We must showing pride and take care of the equipment tending(p) to us by the public. During touch calls we must show compassion and understanding steady if by our definition the call does not warrant an emergency response. We are in the business of serving the public and we must show our citizens that we are here for them and are willing to respond and relieve their emergency regardless of the time of day.Once an emergency is mitigated, it should be our goal to have our citizens completely satisfied and be astonied to level of care provided by their propinquity fire department. We should not leave the characterisation until our customers needs have been completely met. I understand and have responded to calls where people are less than friendly, but we must also treat these customers with the same level of professionalism and respect. Our profession places us under the scrutiny of the publics eye and we must not forget about the multiple spectators that are always on scene.With the popularity of cell phones and cameras our any word and actions could easily be record and posted on social network sites. We have all benefitted by the ponderous work and dedication of previous firefighters. We cannot take their effort for granted and we must work hard to rebuild our public image. We must police and hold ourselves to a high standard. Our conduct on and off duty must reflect that of a professional if we want our legacy to continue and be passed forward.

Endorsement Attributes: its implication in buying intention Essay

MARKETING RESEARCH We envision holy soulfulness Louis University as an excellent missionary and transformative educational governing body zealous in the formation human re man-made lakes who ar imbued with the Christian Spirit and who argon creative, competent and cordially involved. SCHOOL OF ACOUNTANCY AND BUSINESS MANAGEMENT SAINT LOUIS UNIVERSITY PHILIPPINES October 2013 imprimatur Attri providedes Its Implication to procure Intention Jonand Ray Estabillo, Deaniel Soriano, Raiza NerissaVeridiano, Gian Carlo Villoso and Zenedith P. Monang twingeThe explore aimed to determine the level of impellingness and the bring invention of the consumers establish on the attributes of ratifiers strong-arm Attractiveness, Popularity, reservoir credibleness, crack Congruency and beginning/ pipeline/ heredity. Specifically, the study ought to reply the questions what is the profile of the respondents in terms of their gender, occupation, hometown and nationality? Moreover, the study withal sought to answer the question how beliefive is the subscriber and on what level is the consumers blueprint to buy.The researchers make mathematical function of a descriptive method of research, and questionnaires were utilised in collecting selective information. The respondents of the research were consumers from rural and urban places who ar either a student or a young professional. Finally, the solutions of the study establishs that consumer purchasing mark get under ones flake a substantial effect to the demographic and second gear attributes much(prenominal) as corporeal attractive force, popularity, get-go credibility, punctuate congruity and stock/bloodline/hereditary. Keywords Consumer Behavior, Buying Intention, guarantee AttributesIntroduction Companies of today spend a signifi stooget amount of their budget on hiring subscribers to advertise their prohibitedputs. These companies aim to take up a sufficient issue on investment with the expectation that these ratifiers evanesce be able to attract the attention of the customers, raise customers avocation by focusing on and demonstrating advantages and bene prospects, convince customers that they wish and desire the production or service and that it forget satisfy their necessitate, and later on entrust customers towards fetching action and/or purchasing.Every Advertisement aims to effect awargonness and arouse interest in the minds of customers. To do so advertisers employ several(prenominal) of grocerying techniques. renown authorisation is morning starless(prenominal) of these power toolsby which advertisers try to leverage the construe and identification of the famous someone to promote a product or comp any (Atkin& Block, 1983). This non save makes the publicizing lively, attractive, interesting, but attention getting as well (Ohanian 1991, Kamins 1990). So happens because audience takes the famous person as a spot model and in dee d these celebrities impact their lives. renown mug has been in industry from a long time (Kaikati 1987), in point not too late when advertisement techniques were pickings on unexampled forms because advertisers realized soon that by using human racely renowned personalities in advertisements they bequeath be able to align stationmarks personalities with that of the fames. That is wherefore advertisers go for a c atomic number 18ful selection of celebrities because if any micro aspect may go misuse in notoriety endorsement selection process, all of the celebrity endorsed advertisement campaign may collapse.This pass oning ultimately army brand the way O.K. to pavilion (Kaikati 1987, Till and Shimp 1995). This study aims 1. ) To aim the endorsement attributes in purchasing/ buy intention of the consumers 2. ) To canvass the potential of its attributes such as its visible Attractiveness, Popularity, solution credibleness, crisscross Congruence and Bloodline/Here dity/Lineage. Literature fall over Marketing tilts to take a new and laughable way of ad as advertisers be exploring different ways to make the advertisement effective and influential. bingle of these is the use of readers.Endorser is one important broad literature on this topic exists. The need for indorsers has been set forth in various ways. According to Erdogan, Baker and Tagg (2001), a spokespersons fictitious character is tomake the advertisement sales booth taboo from the clutter, arrest managely customers, add evaluate to the brand, and lastly, build a lasting impression to push the consumer to make a buy. Lane and Russell (2000),argue that one of the primary(a) challenges for advertizing is to provide a tangible and differentiating part to the marketing of services.Stafford, Stafford and Day (2002) refer to tangibility as the visualization of a services advances or qualities, the association with an extrinsic product, person, event, place or object, t he physical representations of the service, and documentation such as facts or figures explaining the characteristics of a service. The use of an contributor is one of the methods of enhancing the tangibility of the advertisement and differentiating it from new(prenominal)s. The Endorser An endorser is a person who makes a testimonial, or a written or a spoken statement, extolling the fairness of some product.This person could be a worldly concern figure or a private citizen. A testimonial ordinarily applies to sales pitches attributed to ordinary citizens whereas endorsement usually applies to pitches by celebrities (Liu, Huang, & Jiang, 2007). This study focuses on devil (2) types of spokespersons celebrity and un conjured. Celebrity Endorsers The use of celebrities to promote mercantile franks and services is not new to advertisers. Companies envision that endorsers who ar attractive and dealable testament transfer such qualities to their brands and products.In addit ion, as celebrities ar constantly in the media, they serve to constantly remind consumers of the brands that they endorse. Indeed, the use of celebrity endorsers has been plusing in popularity over time. Specifically, celebrity endorsers atomic number 18 effective in generating increased attention and enhanced image of the brand. However, their potence in influencing bribe intention is more than than limited. Celebrities argon people who enjoy public ac chouseledgement by a large share of genuine Group of people. And the term Celebrity endorsement as defined by McCracken Any individualistic who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement. (McCracken 1989) Advertisers go for celebrity endorsement because of its keener bene survives and immense possible submit. in that respect are certain potential advantages of celebrity endorsement, celebrities endorsed advertisements run more attention as compared to those of non-celebrity ones, helps the phoner in re-positioning its product/brand and finally empowers the company when its new in the market or plans to go global.However celebrity endorsement doesnt catch sole key to success. It as well as presents the company with potential hazards. These power include, overshadowing, overexposure, and controversy (Erdogan 1999). Lay endorsers or anon. models Lay endorsers are unknown individuals who are chosen based on the target market demographics. These anonymous individuals offer association with the target audience for a less expensive price. They are usuallypackaged as the lineifiable person that the consumers can identify with (McCracken, 1989). Celebrity Endorsers vs. Non Celebrity EndorsersAccording to Seno & Lukas (2007), Celebrities are very much stabilising than other type of endorsers such as the company manager, distinctive consumer and the qualified expert etc. On the opposing, companies clutch imperfect cont rol over the celebrity endorsers, since they aim created their public character themselves over the years. previous(prenominal) research on celebrity endorsement reveals that celebrity endorsers produced more constructive perspective towards advertising and high-ranking purchase intentions than a non-celebrity endorser (Atkin and Block 1983 lowly et al. 1983 Ohanian 1991).On the contrary, Mehta (1994) argue that on that point were no statistically major difference in attitudes towards advertising, brand and purchase intention on endorsed brand among celebrity and non-celebrity endorsements. But, differences were pitch in cognitive responses generated by respondents. Endorsement Attributes somatic Attractiveness sensiblely attractive communicators are more successful in changing beliefs than are unpre leting communicators (Chaiken, 1979). In todays society, people slope to place a heavy emphasis on draw, and approximately(prenominal) advertisements feature attractive m odels.In a sense, the physical attractive force of the endorser rubs off on the product, enhancing the products image and resulting in supreme attitude change (Kahle and Homer, 1985). This points to the importance of matching up the image of the celebrity with the characteristics of the product. The match up flightiness argues that the image of the product and the celebrity should seminal fluid together, with the applicable attributes of the product being consistent with the characteristics of the endorser to gain positive impact with increased memorability and repudiate (Misra and Beatty, 1990).This travail to represent product and service imagery in ways that insinuate them into the consumers perceived needs and interests has perpetually been the primary task of marketing. A egest understanding of what consumers expect in gender role endorsements can help marketers in the evaluation and readiness of the portrayal of product characteristics in different markets. Populari ty This has been interpreted to heart by advertisers.The use of celebrities to advertise aproduct is based on the assumption thatgetting famous personalities to represent abrand get proscribed result to a higher point in time ofadvertising appeal, credibleness, and recall ascompared to anonymous models. Numerous studies contract indicated the link amidst celebrity attracter and attitude changes toward issues, product, and advertising evaluations (Caballero and Pride, 1984 Chaiken 1979 Kahle and Homer, 1985). Others fill suggested that when a celebritys physical attractiveness matches up or is congruent with the presence and degree to which the product or service advertised enhances attractiveness (i.e. , attractive celebrity linked with an attractiveness- related product) there would be a positive impact upon product/service and advertisement evaluations (Kahle and Homer 1985). inauguration credibleness get-go credibility suggests that the effectiveness of a capacity dep ends on the expertness and trus bothrthiness of the source (Hovland, Janis, and Kelley, 1953 Sternthal, Dholakia, and Leavitt 1978). In world(a), a message source with higher credibility tends to be more effective than one with less credibility (Sternthal, Phillips, and Dholakia 1978).Since higher levels of source credibility tend to be associated with more positive attitudes toward the message and lead to wayal changes (Craig and McCann, 1978 Woodside and Davenport, 1974), advertisers pull up stakes opt to use celebrities if they imagine that they meet a high level of credibility. seekers admit identified three components as fashioning up the credibility construct knowledgeor expertise, trustworthiness, and appearance or attractiveness (Baker and Churchill, 1977 Joseph, 1982 Kahle and Homer, 1985 Maddox and Rogers, 1980).Attempts to measure the impact credibility on consumers intentions to purchase indicate that save expertise had any probatory influence on intentions to purchase. at that place to a fault seems to be a direct cor congenator between credibleness and boilers suit advertisement effectiveness, as measured by purchase intentions (Kamins, cross off, Hoeke, and Moe 1989). Credible spokespersons are perceived to be moresocially and intellectually competent, and prevail higher levels of integrity which makesthem more glib (Till &Busler, 1998). Brand CongruenceThe term congruousness is use in several research compasss, particularly brand extension, co-branding, sponsoring, and endorsement. In all these cases, the aim is to assess the fit between a brand and another entity. A compartmentalization of terms lease been apply (congruence, fit, link, match up effect, etc. ) but the general pattern is the same. In the field of celebrity spokespersons, congruence was not really defined as such until Misra and Beattys work (1990, p. 161). They deduced that it consisted of the factthat the extremely germane(predicate) characteristics of th e spokesperson are consistent with the highly applicable attributes of the brand.A number of authors concord analyze specific aspects of celebrity, such as gender and skin color (Huston, dOuville and Willis, 2003) or physical attractiveness (Kamins, 1990), but few have analyzed congruence in the broader sense. Purchase/ Buying Intention Endorsers who are liked, perceived to be trustworthy, expert, and attractive, are give tongue to to have more positive influences on advertisement believability and brand image,which can leave to purchase intentions. They sustain the ability to arrest and lure readers to an advertisement, thus making the communication more effective. Goldsmith et al.(2000) claimed thatcredible endorsers have been shown to have amore positive effect on consumers attitude towards the advertisement. Crediblespokespersons are perceived to be moresocially and intellectually competent, andhave higher levels of integrity which makesthem more persuasive (Till &Busler, 1 998). These credible endorsers have the ability to really increase purchase intentions(Liu et al. , 2007 Pornpitakpan, 2003Erdogan, et al. , 2001). Past researches suggest that messagesource characteristics affect the consumersattitude towards the advertisement which inturn affects their attitude towards the brand(Goldsmith et al., 2000 Shimp& Gresham, 1985). Emotions and attitudes formedtowards an advertisement venture brand attitudes (Yoo&MacInnis, 2005). In addition, Brown and Stayman (1992) claimed that there is a consistent relationship betweenattitude towards the advertisement andattitude towards the brand and purchaseintentions. McKenzie et al. (1986) declared thatconsumers are said to have a mark topurchase products from brands where theydevelop positive attitudes (Goldsmith et al. ,2000). on that point is a consistent exemplar showingthe effect of attitude towards the brand on purchase intentions.Lineage/Bloodline/Heredity Advertising literature also emphasizes the infl uence of cultural variables in advertising effectiveness (McCracken, 1989 Paek, 2005). McCracken (1989) argued that the success of celebrity-endorsed advertisements depends on whether the endorser is important within a cultures consumer set and norms. In McCrackens Meaning Transfer Model, he claims that celebrity endorsers contain a broad race of implicateings such as demographics, personality, and lifestyle. These destineings are transferred from the endorser to the product, and afterwards, from the product to the consumer.It is important for advertisers to understand the culture of their market for them to be successful. This is because consumers respond to advertising messages that are congruent with their culture, thereby rewarding advertisers who understand that culture, and who tailor advertisements to reflect its value (Paek, 2005). Hofstede (1984) describes spokespersons as cultural heroes because they serve as role models, and they possess characteristics that are look ed upon by society. Typically marketers are defined to have the ability to control the expressions of customers, but actually they have neither power nor entropy for that.Marketer may influence their buying behavior but not control. Several individual and not individual affect consumer behaviors. Motives, perceptions, attitudes, experiences, self concept, values can be considered as individual cistrons. And not individual factors can be expressed as, culture, profession, family, reference groups. husbandry subtlety is the complex of beliefs of human societies, their roles, their behavior, their values, traditions, customs and traditions. Culture is an extremely important concept to understand consumer behavior and that needs to be examined.Culture is the sum of a shared purpose among members of society, customs, norms and traditions. The basic reason of persons desire or determination is culture. geographic regions and religions are essential in the formation of sub-culture. Th e penchant of individuals who live very close to distributively other can be different. Individuals belonging to different have different sub-culture values, attitudes and social structures of the members of other sub-culture. These differences, sub-cultural segmentation of the market activity has made an important variable.It is important to know thecharacteristics of the sub-culture in creating the marketing mix price, brand name identification, promotionalactivities and product positioning. Social groups, although they dont show in a formal process of analogous lifestyle shows are groups formed by individuals. There are several features of social class. First, the behavior of members of the social class structure, education levels, attitudes, values and communication styles are similar, and these characteristics are different from other social class members.Second, individuals status is determined according to their societies. Third, social classes are determined not by accord ing only one variable, also by such variables like education, income, living area, activities and values. Demographics Endorsement Attributes Physical Attractiveness Popularity Source credibility Brand Congruence Bloodline/Heredity/ Lineage Buying Intention H2 H1 Figure 1. Research Framework H1 There are no significant differences in the level of effectiveness of endorsement attributes when respondents are grouped according to demographics.H2 Endorsement attributes significantly contribute to buying intention. systemology Research Design The research was conducted to know the effectiveness of endorsement attributes and its impact to consumer buying intention. The study utilise Descriptive Diagnostic Method to determine the endorsement attributes and its impact on consumer buying intention. Descriptive research (Kothari,2004) is used for studies that are touch with describing the characteristics of a particular group, whereas Diagnostic research determines the absolute freq uency with which something occurs to its association with something else.The data had been carefully studied and statistically interpreted as what they implied. The collection of data was in the form of questionnaires that were floated to the individual respondents. These questionnaires contained specific set of questions in order to obtain useful data that would lead the researchers to meet the goals and objectives that were set for the study. Respondents Majority of the respondents were randomly selected when the researchers floated the questionnaires. There were 200 respondents for the study. The respondents in this survey consisted of 101(50. 5%) males and 99(49.5%) females. Ab divulge 127 (63. 5%) young professional and 73(36. 5%) students. It was discovered that respondents 105(52. 5%) are from the urban area and 95(47. 5) of them come from the rural area. The majority of the respondents nationalities were Philippine with the fundamental number of 109 (54. 5%) respondents fo llowed by the unlikeers with the number of 91 or a 45. 5 %. Data convention Tool Relevant information, researches, and data were gathered done primary and secondary sources. Primary information and data were generated with the use of questionnaires made and floated by the researchers.These questionnaires were sent out to the consumers who are particularly students and young professional. Part of the questionnaire include direct questions regarding the buying intention of consumers on several factors on the effectiveness of the advertisement. Secondary sources of data came from publish materials like journals, theses, books that were obtained from Saint Louis University Library and other sources prove from safe websites in the internet. Instrumentation The questionnaire consisted in two blocks. The counterbalance block of the questionnaire focuses on the demographic profile of the respondents.The second block of the questionnaire is divided into five parts, with each measuring the physical attractiveness, popularity, source credibility, brand congruency and blood/bloodline/heredity. On the left, focuses on the level of effectiveness and on the right focuses on the intention to buy. The Likert master have been used to examine the level of its effectiveness of the endorsement if it is highly effective (4) or highly ineffective (1) and how consumers affect their buying intention where (1) indicates will not buy to (4) will surely buy. dependableness and Validity The questionnaire were tested through a pre-float, prone to 25 individuals, conducted at New Lucban, Baguio City and was proven to be reliable. Cronbachs of import was used to prove the internal and reliability of the questionnaire. It is commonly used when Likert precious to determine the reliability of multiple questions in a survey. Reliability Statistic for the questionnaire was conducted with a result of . 863 Cronbachs alpha ratefor the level of effectiveness and . 877 for the intention to buy with an boilersuit rate of .901 which indicates a high level of eubstance and reliability for the level of the effectiveness of a questionnaire. An item-total statistics was also conducted, which cockeyeds the importance of the question in a survey and with Cronbachs alpha rate of . 851. Therefore, the questions have the high level of consistency and reliability and it is effectual to use in the survey. Results and Discussion This study aims to identify the endorsement attributes that influence the purchasing/buying intention of the consumers. Endorsement Attributes get across 1. Level of Effectiveness of Endorsement AttributesIndicators Mean SD Sig 1. Physical Attractiveness 2. 8795 .40254 .000 2. Popularity 2. 6075 .30141 .000 3. Source credibleness 3. 1040 .46763 .000 4. Brand Congruency 3. 1550 .61332 .000 5. Lineage/Bloodline/Hereditary 2. 7795 .53980 .000 Physical Attractiveness The overall results revealed that the physical attractiveness of the endorser has a stri ngent average of 2. 8795 (? = 0. 01) has an effect to the consumer on how they endorse clothing. When purchasing clothing, al some consumers look into how endorser would feel comfort and look presentable to them. Physical Attractiveness is one important attribute.As consumers wants a product to satisfy certain specific needs. The benefit is also a factor that consumers have in mind when purchasing clothing. Many researches in advertising and communication suggested that physical attractiveness was an important instigate in how an individual judge another person at first gear 30 sights. It is because beauty usually made a better first impression. Because of change magnitude use of celebrity endorsement, attractiveness became an important attribute of source credibility (Ohanian, 1991). Popularity Popularity was measured using 12 items an overall mean scotch of 2.6075 (? = 0. 01) effectuate out that there is a moderate effect with the popularity of the endorser regarding its eff ectiveness. Items regarding politicians and musicians endorsing had results, which are only slightly effective. This implies that choosing someone who will endorse a certain product also has an effect to the consumer. Leventhal (1994 in Miller 1994) suggests that celebrity endorsements are always a high-risk, high-reward situation and there is always a human element that you never know, and you have to weigh the potential risks vs. the potential rewards.McCracken (1989) suggests that endorsement is successful, when the properties of the celebrity are made the properties of the endorsed product. However, the study by stroller et al. (1992) found that the endorser, which may have certain attributes that are desirable for endorsing the product, then again, he or she might also have other, even more fast associated attributes that are inappropriate for a specific product. Source Credibility Respondents indicate their level of effectiveness when an endorser possesses trustworthiness a nd expertise. Source Credibility items was measured with an overall mean score of 3.1040 (? = 0. 01) and found out that it is evenhandedly effective. An honest/sincere person endorses provender scored a highest mean of 3. 4400 (? = 0. 01) while a dependable/reliable individual endorses fare items score the last(a) mean of 2. 8450 (? = 0. 01). This implies that the personality of the consumers is moderately effective as the influential of the endorser through its knowledge or expertise. Source credibility was the degree to which the receiver would believe the source has certain degree of relevant knowledge and/or expertise and they choose to believe the information offered by the source (Ohanian, 1990).At first, source credibility precisely meant endorsers credibility in an advertisement (Aronson, Turner and Carlsmith, 1963). Eventually it was considered as an important factor which might affect consumers purchase intentions and attitudes toward advertising (Lutz, MacKenzie, and Belch, 1983). Brand Congruency An overall average mean of 3. 1550 (? = 0. 01) found out that endorsement on this items are moderately effective. Endorsing gadgets by an individual person that matches his character have an effect towards the consumer. With an overall mean result of 3. 3650 (? = 0.01) stratified the highest by the respondents. While on the other hand, an individual that endorses food items that matches his lifestyle got the mean of 2. 9500 (? = 0. 01) being the lowest in terms of brand congruency. The term congruence is used in several research areas, particularly brand extension, co-branding, sponsoring, and endorsement. In all these cases, the aim is to assess the fit between a brand and another entity (a new product category, another brand, an event, or an individual) (Fleck and Quester, 2007). A variety of terms have been used (congruence, fit, link, match up effect, etc.) but the general concept is the same. Lineage/Bloodline/ Hereditary Respondents indicated t hat the mean for that of an individual with an alien foreign citizenship who endorses gadgets 2. 7795 (. 03817) revealed that it is slightly effective in relation with their lineage/bloodline/heredity. The overall results revealed that the lineage/bloodline/heredity of the endorser has a mean average of 2. 7795 (. 03817) has an effect to the consumer on how they endorse gadgets. This implies that most consumers tend to buy gadgets which are endorsed by aliens who have a foreign citizenship.Consumer Buying Intention mesa 2. Intention to Buy based on the Endorsement Attributes Indicators Mean SD Sig 1. Physical Attractiveness 2. 7215 .29872 .000 2. Popularity 2. 3820 .57176 .000 3. Source Credibility 2. 9005 .34793 .000 4. Brand Congruency 2. 9450 .42494 .000 5. Lineage/Bloodline/Hereditary 2. 4885 .43677 .000 Physical Attractiveness Respondents indicated their intention to buy when an endorser is physically attractive and was measured with an overall mean score of 2. 721 (? = 0. 01) An elegant person who endorses gadgets has the highest mean of 2.5850 (? = 0. 01) while a sexy individual who endorses food items score the lowest mean of 2. 6350 (? = 0. 01) This indicates that the decision of the consumers is that they most likely will not buy as the influence of the endorser with regards through his/her physical attractiveness. Popularity Popularity was measured using 12 items an overall mean score of 2. 3820 (? = 0. 01) revealed that consumers will most likely not to buy in relation with the popularity of the endorser regarding consumers buying intention. Athletes endorsing food items rated a mean of 2.9000 (? = 0. 01) which is the highest rate among the 12 items. A politician who endorses clothing has the lowest rate with a rated mean of 1. 7500 (? = 0. 01). This implies that athletes who endorse food items have a great influence in a consumers intention to buy goods. Hence, a politician endorsing clothing is not influential as compared to the latter. Food Prod ucts especially Cereals has used top-notch athletes to grace the cover of their box for decades. Now, more than ever, the use of celebrity athletes to endorse food products is mainstream advertising.Michael Phelps and Frosted Flakes. Eli and Peyton Manning promoting Double-Stuff-Oreos. No doubt, these celebrity athletes can sell the goods. Source Credibility Respondents indicate their intention to buy when an endorser possess trustworthiness and expertise. Source Credibility items were measured with an overall mean score of 2. 9005 (? = 0. 01) and found out that they will most likely buy. Results of this study found that, money plant and sincerity was significantly associated with buying intention, in addition, this result coincides with studys result of (Yoon, et al,.1998) as they found that three dimensions of endorser credibility have expression significant with buying intention. A number of semiempirical studies have found that credible endorsers positively influence consumer attitudes toward brand, advertisement, and consumers purchase intentions (Agrawal& Kamakura, 1995 Kelman 2006 Amos et al. , 2008). Brand Congruency An overall average mean of 2. 9450 (? = 0. 01) found out that the intention of consumers are most likely to buy as there is brand congruency.Endorsing gadgets by an individual person that matches his character have an effect towards the consumer. With an overall mean result of 3. 0250 (? = 0. 01) ranked the highest by the respondents. It is similar based on the across the country survey under Solar, where 57 percent of selfies said their priorities for the next two years would be to acquire gadgets while 49 percent also cited having a car/vehicle. While regarded as the me, me, me generation, the Sun smell study suggested that these selfies also aspired to be financially freelancer by having a business andproperties while wait to start their own families. This may be because respondents come from the so-called selfie generationa new stemma of young adults without financial dependents who form a emergence consumer powerhouse in this country. Their typical two-year precedency is to splurge on lifestyle-related consumer items like gadgets and cars. (Dumlao, 2013) Lineage/Bloodline/Hereditary The overall results revealed that the lineage/bloodline/heredity of the endorser has a mean average of 2. 2885 (? = 0. 01) this implies that most consumers will most likely not to buy.However, for food items endorsed by either an individual with alien foreign citizenship or a natural born Filipino, the consumers are most likely to buy. This may be because of Maslows Hierarchy of Needs where food belongs to the Biological and physiologic needs which must be satisfied first while fashion and gadgets on higher levels like Social Needs and Self-esteem needs. Demographics and Endorsement Attributes Table 3. Demographics and Endorsement Attributes Indicators Demographics Mean SD Sig Physical Attractiveness Filipino 3. 0156 .41481 .000 Foreigner 2. 7165.32016 Popularity Rural 2. 5705 .25552 .002 Urban 2. 6410 .33532 Source Credibility Male 3. 0703 .59170 .000 Female 3. 1384 .29057 Student 3. 3671 .45858 .001 Young paid 2. 9528 .40254 Rural 3. 1179 .29499 .000 Urban 3. 0914 .58262 Filipino 3. 1991 .61002 .000 Foreigner 2. 9901 .11358 Brand Congruency Male 3. 2475 .73900 .000 Female 3. 0606 .43444 Student 3. 3356 .49367 .000 Young overlord 3. 0512 .65196 Rural 3. 0084 .38028 .000 Urban 3. 2876 .74275 Filipino 3. 3771 .67311 .000 Foreigner 2. 8890 .39594 Lineage/Bloodline/Hereditary Rural 2. 7011 .42011 .000Urban 2. 8505 .62236 Filipino 2. 7055 .64000 .000 Foreigner 2. 8681 .37175 Physical Attractiveness In the first of Table 3, it shows that physical attractiveness of an endorser is significant and it has an effect in terms of its nationality. It implies that it is important for an endorser to have the physical qualities of a person whether Filipino or foreign to make the advertisement effective. Bers and Ro din (1984) pointed out that children increasingly focus their comparisons on attributes they regard as personally important as they grow older, with physical attractivene