ShantanuT01/DACTYL-Pretraining huggingface dataset:
Abstract Advertising is one of the most important tools of marketing communication. Due to a proliferation of advertising messages, marketers are increasingly depending on well-known celebrities to make their advertising messages stand out in the marketplace so as to effectively reach the intended audiences. The purpose of this study is to find out the benefits of Pepsi’s use of celebrities as the dominant marketing strategy and risks involved and whether this is a viable strategy. Celebrity endorsements are effective because they are able to draw the attention of people to a particular Company’s advertising messages as they add credibility to these messages and are able to rapidly build a brand’s image amongst others. There are dangers in using celebrities and these include the high financial risk involved, the risk of negative publicity should the celebrity engage in negative behavior and the lack of strategic match between the brand’s qualities and the celebrity’s image. These risks can be managed through proper screening and evaluation before contracting the celebrity as well as strict contract terms. Introduction Each year Companies commit billions of dollars to celebrities as payments for advertisements for their particular products or brands in the anticipation that the advertisement and celebrity image will lead to prosperous brand growth. Current statistics indicate that 25% of all TV commercials in the US are celebrity endorsements (Erdogan Baker and Tagg, 2001; Solomon, 2009), 10% of the global advertising budget involves celebrity endorsements while 25 % of all American companies use celebrities in the marketing communications (Shimp, 2000). In 2001 for instance, US Companies paid $897 million to sports personalities to endorse their products (Clarke, Cornwell and Pruitt, 2002). In 2003, Nike spent $1.44 billion on celebrities alone all over the world (Fink, Cunningham and Kensinki, 2004). In 2006, between 2 to 3 billion dollars was spent on celebrities in advertising in the US alone (White, Goddard & Wilbur, 2009). The use of celebrities to endorse products and services has been a popular strategy among major global Companies worldwide which has effectively increased product sales. This strategy has been extensively used by successful companies such as Nike and PepsiCo. It is estimated that Nike grossed over $10 billion in revenues as a result of Michael Jordan’s endorsement of their products over the course of his career (Erdogan et al, 2001). While PepsiCo attributed a 2% growth in global market share in 1996 to Spice Girls’ endorsement (Farell and Frame, 1997) An endorser is a person, character o
Introduction The challenges of intercultural communication are particularly relevant in the context of globalization and international convergence and integration. The world economy is becoming increasingly interdependent as national companies are more frequently entering foreign markets. This paper focuses on two articles addressing the peculiarities of cross-cultural interaction, including a discussion of possible causes of misunderstanding between representatives of different societies. It examines Agar’s (1994) specific approach to the notion of culture, the preconditions for intercultural breakdowns, and the appropriate solution to prevent them. It also analyzes Lee and Gilles’s (2012) cross-cultural study and considers its findings and the responses of students from American and Taiwanese cultures. These articles explore the issue from different angles and lead to useful insights. Intercultural Breakdowns There are traditional approaches to the examination and research of cultures, which view them as established closed systems with specific parameters. For instance, a multitude of authors considers cultures as being in a continuum between highly individualistic and highly collaborative and between the high and low significance of context. Agar (1994) argues that this approach, as well as assigning certain characteristics to cultures, such as friendly, hierarchical, or polite, does not correspond to life realities. The author notes that, as a rule, representatives of different cultures are placed in a particular situation of interaction, which can affect their communication even more than the cultural background. Moreover, their perceptions of the opposite side’s culture affect their interaction and communication much more than the real parameters of their cultural codes. According to Agar (1994), the primary challenge was “that everyone involved already had a model of the ‘different’ culture they were dealing with, and those models were at times the greatest problem” (p. 224). Thus, people’s ideas about the peculiarities of foreign cultures may become not a bridge between them, but the cause of intercultural breakdowns. Solution It should be noted that dividing cultures into different code systems and providing them with special characteristics does not facilitate contact between their representatives. In practice, this means that a person from one culture would have to adjust to another, contrary to his or her attitudes. However, this interpretation is a consequence of the conserved notion of culture as a term detached from practical experience. Agar (1994) states that culture is, in fact, created by communication actors in real engagement. Communicative discourse may include a variety of differences and contradictions concerning both specific lexical units and fundamental assumptions, which are not even always recognized. According to Agar (1994), “the representation where the intercultural practitioner shows the differences and why they occur, where he/or she makes the frames expli
Introduction Show Boat refers to the 1927 musical with basically two acts. There is music with Jerome Kern, book as well as lyrics by Oscar Hammerstein. 1 Indeed, Oscar Hammerstein’s satirical applications within the musical play Show Boat remains a historical landmark in the entertainment industry. It equally depicts and promotes the aspects of tolerance. Drawn from Edna Ferber’s legend novel with a similar name, this musical piece follows the lives of performers as well as stagehands. Moreover, it also follows the lives of the dock workers of the Cotton Blossom. Cotton Blossom refers to the Mississippi River show boat that existed for approximately a period of five decades. This was roughly from 1880 to 1927. A critical analysis of the musical play reveals very important prevailing themes such as racial discrimination as well as tragic, enduring love. It is generally evident that the arrival of this musical play stirred the American musical community and has since remained remarkably recognized for its theatrical and satirical meanings with respect to tolerance. Even presently, there still remains a great interest in the analysis of this Oscar’s great master piece and its general relation to the normal life situation. This essay thus discusses how Oscar Hammerstein idealized and encouraged tolerance through the application of satire theatrically with his musical play, Show Boat. The Oscar Hammerstein’s Musical Play Show Boat From the analysis of the major themes of the musical play, it can be noted that Oscar Hammerstein satirically conveyed critical information regarding racial discrimination and tragic enduring love. 2 Throughout the musical play, one realizes that Oscar tries to convey a message of survivorship and toil throughout one’s life. This, despite the racial prejudice issues amongst the population, is working aboard the Show Boat. Indeed, the arrival of this musical play shed more light and became a watershed moment for most artistes within the same industry. Relative to other seemingly trivial and impracticable artistic works and presentations at that time, the Show Boat remained a drastic departure within musical story-telling, combining spectacle with seriousness. Perhaps, its satirical presentation provided the chance for analysts to note its uniqueness from other previously existing musical plays during that moment. The full integration of song, humor as well production numbers to a solitary and inextricable artistic piece provided a hidden message of tolerance and motivation to the normal man. Particularly to the dock workers, this musical play provided
The question of whether or not it is advisable to make an essay comprise of one thousand words is one that is central to the contents of that essay. This is so because simply ranting on for a thousand words may not serve the purpose of the contents of the paper is completely indifferent to the main heading and subject of the essay. On the other hand, it seems difficult to comprehend or imagine a scenario where a writer can put together one thousand words into an essay and still swerve off the main idea of the essay. In other words, at one point or the other, the writer may either find himself/herself inclined to put relevant material into the essay or end up doing so without actually knowing it. Of course, whether or not the paper holds comprehension is also based on the perception that the reader holds regarding the subject covered in the essay. If the reader is one who is well versed in it, then there is a very good chance that the one of two things may happen: The reader may find himself/herself appalled at the supposed degree of ignorance that the essay has exercised in covering the subject, or the reader may consider the essay to be one in which only external stimuli and interactions pertaining to the subject have been covered. There is also the fact that different teachers possess differing concepts about the length that an effective essay should span. Some teachers may insist that it is essential for an essay to belong if it is to cover the relevant parts of a subject and is meant to do so concretely, while other teachers may be of the opinion that unless a student is capable of summarizing the essential aspects of a subject together, the student is still at a phase in the study of that subject where further study is required. In terms of the student’s perception, if a generalization is exercised which pertains along the lines that students wish to avoid writing long essays, then it is deducible that an essay of 1,000 words would indeed help to make the students research into the subject to an extent where the knowledge required has been accumulated. However, if the essay is on a subject upon which students have already researched extensively and the credibility of their research has been proven through graded assessments, then the case may be somewhat different. On the other hand, the fact remains that the exact subject of the essay also has a great degree of importance in determining the length that the essay on that subject should span. If the subject is one that has not been researched into in recent years, then the length of the essay becomes a question of the level of the class and the average level of the students in relation to that subject. However, if the essay is on a subject that has undergone extensive research in the past and the research material on it is available readily and comfortably
Introduction This paper presents a review of an article by Shaman David entitled ‘The 2007–2010 World Economic Crises’. It is an informative article which’s the primary audience is the global academic community. Specifically, the paper is an essential research material and has addressed relevant points on the topic of Economic Crisis, (Social Sciences/ Psychology: Effects on the Individual or Society). The choice for the selection of this article is based on the fact that it has reasonably addressed the 2007 world economic crisis up to when the crisis is recessing in the present year. This, therefore, makes the article a good base for judgment of very recent approaches to discussing the effects of economic crises on society and on the individual specifically. The article advocates a need for research as a vital tool for curtailing effects of economic crises in the following words: “There is need for all research institutes to carefully examine an expected dramatic decline in global economic growth for 2009” (Shaman, 2010, p. 1). Summary of Author’s Thesis The article strongly discriminates against deregulatory policies that favor developed nations in times of economic crises. The main idea of the article opines that the poor’s impact mitigation, preservation of local functionalities of economic sectors, and continual investments into crucial developments are necessary for handling economic crises. It has also identified the need in dealing with economic crises. This view is shared by Roberts (2009, p.12) as follows: Policymakers rely on a mix of government spending and tax cuts to address the imbalances in the economy during an economic crisis, by promoting price stability and renewed economic growth. However, the little discussion appears to focus explicitly on quantifying the cost of economic crises in terms of human lives, especially the lives of the most vulnerable members of society, infants (Roberts, 2009, p. 12). These views are objective and acceptable. For the effects of economic crises to be properly managed, concrete policies, not mere lip-services, must be systematically ensured. The individual must be reawakened socially and kept in a balanced position as much as possible. It is clear the effects of economic crises on the individual and society are quite costly, and there is a need for more commitment in addressing the sensitive issue, and this must never be politicized or compromised in any form. One impressive research model for addressing the effects of economic crises on the individual and society is in monitoring parameters such as mortality rates in children and women, rate of job losses, and rate of school drop-outs – as these are some of the hugest reflections of effects of economic crises on society. A good means of accessing resources for carrying out research for the purpose of curtailing the effects of economic crises is for the government to liaise effectively with social organizations and public-private partnerships as stated by Bushman (2010). Conclusion This paper has reviewed an informative article by Shaman. The opinion of the author on the
Elephantiasis is the common name for the lymphatic disorder “Lymphatic Filariasis” (CDC I n.d). This disease is a filarial parasitic infection found in humans mainly transmitted by mosquitoes. The distinctive nature of this disease is the unusual swelling especially in the limbs and genitals due to unusual collection of the watery fluid causing severe pain and extremely disfiguring symptoms. The skin becomes dark, thickened with pebbly appearance and ultimately may become ulcerated. Though the infection occurs in the childhood, the clinical manifestations are visible only the later part of the life (WHO n.d). Two different kinds of elephantiasis are recognized. They are: Filarial elephantiasis: It is mainly caused by the parasitic infection of three species of filarial worms namely: Wuchereria bancrofti, Brugia malayi, and Brugia timori transmitted by the bite of Culex, Aedes, Anopheles or Mansonia mosquito species (CDC II n.d ). Secondary skin infections, existence of symbiotic bacteria and body’s response to worms (Dorothy et al 2011) are also the sources of filarial elephantiasis. Nonfilarial elephantiasis or podoconiosis: is the inflammation of the lymphatic system triggering various secondary infections. According Desta et al. (2003) this condition is mainly prevalent in Ethiopia where continuous contact with specific particles such as alkali metals, red clay, etc., present in the soil embed in the lymphatic tissues and engender irritating effects. Ultimately it traumatizes the tissue making it vulnerable to streptococcal infection. According WHO (n.d), presently over 1.3 billion people in 81 countries are threatened by this disease and approximately 65% of those infected live in the South-East Asia Region, 30% in the African Region, and the remainder in other tropical areas. Further in one third of the infected population elephantiasis has resulted in disfigurement. People who are directly exposed to parasitic contacts like mosquito bites, living in unhygienic disease prevalent regions are prone to greater risk. Additionally walking barefoot in unhygienic environments in disease prevalent regions also contributes to nonfilarial elephantiasis (Dorothy et al 2011). The end result of this disease is serious body disfigurement. Hence various treatment strategies such as usage of anti-parasitic drugs namely diethylcarbamazine [DEC], antibiotics such as doxycycline and chemotherapy (CDC III n.d) helps in eradicating the causal parasites. The limited contact of selected soils that provoke podoconiosis reduces its manifestation (Desta et al 2003). However, with the intervention of advanced medical surgery, the disfigured tissues are removable. Medical workers insist that the most effective method to prevent the disease is mainly through suppression of transmission. Using insecticide sprays or mosquito nets protect people in endemic regions by controlling mosquito breeding as well as bites. However patients
“Winning” is a book by Jack Welch, who was General Electric’s former chief executive officer (CEO). Welch is credited with transforming the giant corporation during his tenure as CEO. “Winning” is a book that Welch wrote four years after he had retired from his position at General Electric (GE) and he credits his wife as a contributor to the book’s authorship. In his book, Welch talks about his management experiences at GE. The book also offers practical solutions for running an organization with its central theme being ‘how to win’. According to the author of “Wining”, the concept of winning is important to individuals and organizations because it enables them to achieve growth. The claims that are made in the book are supported by the fact that Jack Welch had a forty-year-old career at GE where he rose through the ranks to become the company’s chairman. During his time at the top, Welch perfected an honest ‘be the best you can be’ style of management. “Winning” emphasizes on a management style that focuses on teamwork, profits, and people. The author of “Winning” says the book was conceptualized during his speaking tours where he had the chance of interacting with more than 250,000 people. This paper is a review of Jack Welch’s “Winning”. Welch’s book is all about winning both in personal and corporate levels. The author emphasizes that it is possible to win in a fair manner by upholding ethics. In addition, the book emphasizes on the need to incorporate a company’s mission and values into its winning strategy. Most of the wining principles that are outlined in Welch’s book are not strange to managers and other corporate leaders. Some of the key management principles that are outlined in Welch’s book include the value of differentiation and the benefits of candor. The author also reiterates that a company’s mission and values should not only be displayed in a wall but they should also be an integral part of the organization’s winning strategy. Welch’s management strategy includes formulas for hiring, firing, leadership, personnel management, crisis management, and change management. The author’s management strategy also outlines the most effective ways of dealing with competition, streamlining a company’s budget, instituting growth, and handling mergers. The doctrine of Six Sigma is also addressed by the Welch in his book. On matters of personal growth, the author discusses the importance of focusing on an individual career by “finding the right job, getting prompted, and achieving a work-life balance” (Welch, 2005). The most important aspect of “Winning” is the fact that the book focuses on the author’s career and his personal experiences. Nevertheless, the subject matter of the book is not presented in an objective manner. Several people agree that “Winning” is an accurate portrayal of Welch’s work at GE. Another important lesson in “Winning” is how to manage people. According to Welch, it is important for an organization to grant its human resource department the necessary powers. The reasoning behind a powerful human resource department is that it acts as the core element in the c
The fascinating contrasts between President Obama’s and Sen. Cruz’s Hanukkah (Chanukah) greetings by David Bernstein compares President Obama’s and Sen. Cruz’s salutation messages regarding Hanukkah. Both greetings address Jews and non-Jews, acknowledging the importance of the festival. The speeches reveal that upholding the celebration is an important event in commemorating the justice of redemption of Jerusalem and rededication of the second temple at the beginning of the Maccabean revolt. Although both appeals have a similar aim, speakers’ language reflects their political parties’ opposing worldviews. The author successfully identifies the difference between the targeted groups and used word choice; however, he does not present any hard evidence. President Obama and Senator Cruz express their solidarity in the Hanukkah festival marking, which is eight days long. Nevertheless, Bernstein finds out that the two messages are different in language usage, organization, clarity, among other elements. For instance, Obama uses more universalistic language, avoiding mention of God, and addresses all Jews and non-Jews worldwide who struggle for social justice. On the contrary, Senator Cruz appeals to more conservative Jewish people, thanks to Lord for the assistance, and stress
George Washington was the leading military chief of the USA. He led the country from the year 1775 to 1797 and commandeered the army to seek independence from the colonists who were British. He was recognized not only as the commander in chief but also as one of the leaders who assisted in crafting the new constitution. This led him to be chosen to serve as the first president of the great free country. His efforts in establishing a clear governance structure has been recognized, as the main framework still exists (Brookhiser 34). Historians and scholars have rated his deep style of leadership and tenacious nature as one of the reasons that America was able to acquire freedom from its British Colonizers. History George Washington was born in 1732. He grew up in Westmoreland County, Virginia, where he spent most of his childhood. His father passed on when he was only eleven years old. This denied him the privilege of formal education. He later learned some skills in carpentry and surveying. He grew to be over six feet, which was unique at the time. Marriage Washington tied the knot in 1759. He got hitched to Martha Custis who was a widow at the time. At the time of the marriage, she already had two children from her former husband. Both Mr. and Mrs. Washington shared a house in Mt Vernon. At the time of his death, George did not have biological children from the marriage War Physically powerful, courageous, excited for battle and a natural organizer, young Washington rapidly rose to the rank of senior officer in the British. This followed a set of actions following his decisions that precipitated the French & Indian War. He was later chosen as the commander in Chief in the Continental Army, bearing in mind that he was experienced enough (Grizzard 90). During his tenure at the Continental army, he was able to expatriate the COLONIALIST OUT OF Boston. This was followed by defeat during the same year. He is credited as being a strong leader as he was able to keep the nation united even despite the wars that were ongoing at the time President of the US Washington was elected unopposed to the seat of presidency in 1789. This was set to repeat itself in 1792 where he was again elected unopposed to the same seat. The first swearing in ceremony was held in the City of New York and the second swearing in ceremony was held in Philadelphia, Pennsylvania. It is important to note that this was the capital city at the time (Radd 45). His was gracious and modest enough t