Difference Between Musical Theatre And Film Musicals

A musical film is a genre of movie where songs sung by characters are added into the storyline, occasionally complemented by choreography. The musical numbers in these films do not always develop the plot and characters, but they do give the films a more exciting quality. The primary difference between musical theatre and film musicals is the use of extravagant scenery that would be extraordinarily unreasonable for a stage performance. While making movies, the individuals involved have the luxury of being able to shoot multiple takes and have the time to move backgrounds around or change their entire location. Stage performances, on the other hand, must have scenery that can be easily and efficiently moved on and offstage when it is needed. In order to be able to thoroughly comprehend this relatively recent- in the grand scheme of things- form of entertainment, one should understand the history behind these musical films, be aware of some of the â€Å"big names† that are well- known, and recognize major titles that revolutionized musical film forever (Scaruffi, P., 2005). Before being able to completely appreciate musical films, one must be aware of their remarkable history and how they came into existence. According to an article written by Cara Schreffler: Since the days of the ancient Greeks, music has been an integral part of drama and theatre. Many composers wrote music to accompany plays, and sometimes the music became more well-known than the play it was written for †¦ ItShow MoreRelatedAnalysis Of The Movie The Disneyfication Of Broadway 1416 Words   |  6 PagesIntroduction A trip to 42nd street circa 1990 was certainly no destination fit for a family. Walls of graffiti adorn the peeling awnings of storefronts and theatres promise private dances and live nude women. Porn shops dotted the city block with colorful invitations to sex hotlines and signs prohibiting entry to anyone under the age of eighteen (Wollman 445). Decades earlier, during the Prohibition era, speakeasies and brothels lined the city, creating New York’s red light district. Today’s TimesRead MoreCeo Robert A. Disney Corporation1561 Words   |  7 PagesStudios released Frozen, which was the highest grossing animated film ever (Fiscal Year 2014). Therefore, the profits generated by DTP, though surely sizable, often don’t have a significant impact on the total profits of the studios. However, according to Ken Cerniglia, DTP’s resident Dramaturge and Literary Manager, â€Å"a decade ago [the studio] had [some] really bad years, in which case our [DTP’s ] profit ended up being the difference for in the black or in the red overall† (May 26). In 2014 theRead MoreTheatre As A Cultural Expression For Societys Theatrical Tradition1390 Words   |  6 Pagesaccount differences within as well as between national cultures, and to ‘produce the experience of difference’†¦Ã¢â‚¬  (Knowles, 2010, p. 31). Like any other art form, theatre is often a cultural expression for societies around the world. Indeed, most cultures have their own theatrical traditions -- America’s theatrical tradition is the musical, Prague’s theatrical tradition is the Black Light theatre, and Japan’s theatrical tradition is Noh theatre, to name a few. However, of all art forms, theatre has beenRead MoreCritical Analysis of what makes The Lion King a successful musical1277 Words   |  6 PagesIntroduction The Lion King musical is a well-known musical that has taken the stages of Broadway, West End and the rest of the world by storm (The Lion King, 1997). Regarding the process of the musical, Artistic Director Julie Taymor’s first thoughts for choosing the Lion King as the next big thing on stage, was classed as ‘impossible’ due to the film’s lack of theatrical material (The Lion King, 1997). Therefore, staging this particular work contained a great deal of uncertainty and the needRead MoreThe Song Ten Minutes Ago, Is From Rodgers And Hammerstein s Cinderella1749 Words   |  7 PagesThe song â€Å"Ten Minutes Ago† is from Rodgers and Hammerstein’s Cinderella. A musical adaption of the classic fairytale by the same name, it became a musical sensation when Richard Rodgers and Oscar Hammerstein transformed it into a live musical television broadcast in 1957. Starring Julie Andrews, it retold the fairytale of a young girl living a miserable life u nder the roof of her evil stepmother and her three equally vicious stepsisters. With the Prince’s Ball nearing, the four women in her familyRead MoreAn Analysis Of Andrew Lloyd Webber s An Broadway Producer That Is A Part Of A Publicly Traded Company928 Words   |  4 PagesIn addition to non-profit, and independent producers, DTP can also be compared to other corporate theatre producers. However, before this comparison is made it must be noted that currently DTP is the only major Broadway producer that is a part of a publicly traded company. Andrew Lloyd Webber’s Really Useful Group was public between 1986 and 1990, but private since 1990 (Hunter). The other notable public theatrical producer was Livent, a Canadian company founded in 1990 by Garth Drabinsky and MyronRead MoreStage Vs Screen Essay : Stage Versus Screen1593 Words   |  7 Pages12th Ave Arts theatre. Next, I watched the 2012 version of Les Misà ©rables directed by Tom Hooper. At the end of the play that I saw, I was shocked at how I felt afterwards. Not only did the story make me think, but the way the story was presented to the audience also gave me something else to compare to movie going. Major differences that I found between the stage and the screen were the acting, the audience, and the design of the show. After seeing a play in person and viewing a film on my computerRead MoreNew York City s East Village1579 Words   |  7 Pagessunsets, in midnights, in cups of coffee, in inches, in miles, in laughter, in strife.† This is the song from the Broadway musical hit Rent. The play is a perfect mix of catchy rock songs, real life problems and experiences with exciting characters and storylines that made the show destined to be a hit. And a hit it became, as it is a winner of the Tony Award for Best Musical and Pulitzer Prize winner for Drama. The play is set in New York City’s East Village during the HIV/AIDS epidemic in the lateRead MoreThe View and Interpr etation of the Term Genre1368 Words   |  5 Pageshow it relates to the way we view and interpret films The way in which we, as an audience, view and interpret films can be seen to relate directly to our understanding of ‘genre’. However, what is genre? Drawing on the knowledge of key theorists and critics such as Steve Neale and Barry Langford this essay will first attempt to define genre and our understanding of it before focusing on how genre relates to the audiences view and interpretation of films. It will also touch upon the historical contextsRead MoreReview Of Waiting For Godot, Hamlet, And Moulin Rouge903 Words   |  4 PagesIn some aspects great musicals and orchestral scores can add to the experience of a theatrical play, but films have adapted these aspects as well and have proven to be a more successful form of entertainment. Theatre productions have become secondhand in comparison, though still viewed as a high class of an entertainment, it is not nearly as successful to reaching a widespread audience as the film industry has accomplished. The resulting fi lm adaptations that have theatre-like qualities often fail

The Unique Function Of Nursing - 1867 Words

The Unique Function of Nursing In the time of World War I, nursing care was crucial to all of society, Virginia Henderson recognized this and challenged and applied her theories. Henderson had defined nursing in her dimensions and applied it to the basic human needs. She also was able to reflect and notice the need for a nurse-patient relationship. It was through a critical mind that her theories could be applied to patients of today and of the future. When exploring my future career, it is critical to appreciate and apply this theory to the elderly, the young, the middle-aged and anyone who may come into contact with me as a nurse. Virginia Henderson is commonly known as the â€Å"first lady of nursing† (Nicely, 2011, p.72); in regards to the research and theories she generated throughout her life. Virginia Henderson started her inquisitive nursing journey early in her career. Coming from a family of eight, Henderson had two brothers serving in World War I, and with a foreseen shortage of nurses had enroll ed in the Army School of Nursing. (Gordon, Touhy, Gesse, Dombro Birnach, 2010) With every experience in Henderson’s career, she explored alternate practices to be applied. It was from her skepticism that her theories of nursing that are known today had immerged. In an era when nursing was not commonly explored Virginia Henderson analyzed and had defined nursing in her dimensions. Henderson believed that, The unique function of the nurse is to assist the individual, sick orShow MoreRelatedMy Personal Philosophy Of Nursing1260 Words   |  6 Pages Philosophy of Nursing As a professional nurse, my personal philosophy of nursing is based on the core belief that all individuals possess unique characteristics and needs. Each person is the product of their own personal growth through learning and experience, resulting in individual and unique cultural, spiritual and developmental dimensions. Nursing is a dynamic, helping, healing and caring process. It employs the unique application of knowledge andRead MoreNursing Concepts of Virginia Henderson1298 Words   |  6 PagesRunning Head: VIRGINIA AVENEL HENDERSON Nursing Concepts of Virginia Avenel Henderson Barbara Sullivan Submitted in partial fulfillment of the requirements for NSG 316: Introduction to Professional Nursing Practice University of Southern Mississippi Fall Mini-Session, 2009 Abstract This paper provides a biographical look at the life and work of Virginia Avenel Henderson. Her definition of nursing focused on the function of nursing as assisting the individual, sick or well,Read MoreMy Personal Philosophy Of Nursing1500 Words   |  6 PagesNursing philosophies is derived from both individual and professional organizational aspects, which can greatly influence one’s personal perceptions of the profession, nursing. Every nurse should have a philosophy or a set of beliefs upon which to base nursing action. It is important to note that philosophies of nursing are dynamic in nature and may change throughout time. Having a written philosophy is not only considered as an academic exercise but also a requirement of professional accreditingRead MoreImportance Of Theory Of Nursing Theory1723 Words   |  7 PagesImportance of Theory Evelyne Previl Chamberlain College of Nursing Importance of Theory Nursing theory is defined as a group of concepts, philosophy, or ideas that define and guide the nursing practice. In fact, nursing practice is firmly rooted from these concepts that were at times empirical, then abstract, and inferential. Reflecting back to the time of Florence Nightingale who is the pioneer in modern nursing and nursing theory up to the corner of 21st century, it gives anRead MoreVirginia Hendersons Need Theory Essay919 Words   |  4 Pagesâ€Å"The Nightingale of Modern Nursing† †¢ â€Å"Modern-Day Mother of Nursing.† †¢ The 20th century Florence Nightingale. †¢ Born in Kansas City, Missouri, November 30, 1897. †¢ Fifth of eight children of Lucy Abbot Henderson and Daniel B. Henderson †¢ Received a Diploma in Nursing from the Army School of Nursing at Walter Reed Hospital, Washington, D.C. in 1921. †¢ Worked at the Henry Street Visiting Nurse Service for 2 years after graduation. †¢ In 1923, started teaching nursing at the Norfolk ProtestantRead MoreNursing Theorist Virginia Hendersons Nursing Need Theory715 Words   |  3 PagesNursing Theorist Virginia Henderson Virginia Henderson developed the Nursing Need theory to define the extraordinary focus of nursing practice. The credentials and background, type of theory, theoretical sources, and major concepts and assumptions of this theorist will be discussed in detail. I will also be examining the application and use of this theory as well as recommendations of use in today’s nursing practice. Credentials and Background Virginia Henderson was born November 30, 1897 inRead MoreJean Watson s Theory Of Human Caring1361 Words   |  6 PagesJean Watson’s Theory of Caring is the model often used to guide and direct nursing care as well as to improve nursing practice through a better understanding of the role and function of the professional nurse. It is an important theory to the nursing world because it brings meaning and focus to nursing as an emerging discipline and distinct health profession that has its own unique values, knowledge, and practices. It is important to our group because we read an article on infertile women in TurkeyRead MoreV. Henderson Theory Critique Essay1385 Words   |  6 PagesVirginia A. Henderson’s Nursing Theory Critique Gaylinn Breeze Maryville University Abstract This paper aims to provide an in depth critique of Henderson’s Nursing Theory using Fawcett’s framework for analysis and evaluation of nursing models. This paper will provide an analysis of the theory based on its scope, context and content. Secondly, the paper will provide an evaluation to unearth its significance, internal consistency, testability, as well as provide empirical and pragmaticRead MoreThe Unique Function Of The Nurse1434 Words   |  6 Pages Virginia Henderson Need theory Priji Peter Advanced Development of Self Prof. Kris Voycey RNRS- The unique function of the nurse is to assist the individual, sick or well, in the performance of those activities contributing to health or its recovery (or to a peaceful death) that he would perform unaided if he had necessary strength, will or knowledge. -Virginia Henderson, 1966 INTRODUCTION This paper article deals with Virginia Henderson’s need theory in which she mainlyRead MoreAnalysis And Critique Of Nursing Bsn Educational Programs1444 Words   |  6 Pagesachieves a function (Meadows, 2008). According to the National League of Nursing (2013) the annual survey of nursing schools in fall of 2012 for Bachelors of Science in Nursing (BSN) programs increased from 677 programs in 2011 to 696 programs in 2012 (National League of Nursing, 2013). In a 2010 survey of professional trends, over 5.1 million nursing professionals were working in the U.S, making it the fastest growing career between 2006 and 2010 (American Association of Colleges of Nursing, 2015).

Value Pricing at Procter Gamble Free Essays

string(109) " relatively more promotional spending, in-order to increase market-share and sales irrespective of the cost\." Specific assumptions about the relationship between price changes and market share changes Table. 2 Suggested Budget Requirements Fig. 1 Value Price Result Value  Pricing  At  Procter  Ã‚  Gamble  (A)  Ã‚  Ã‚  Ã‚  Ã‚  3 Objective 1: Prisoner’s Dilemma The PG pricing system in the 70s and 80s was oriented towards market share. We will write a custom essay sample on Value Pricing at Procter Gamble or any similar topic only for you Order Now Please describe the prisoner’s dilemma in which those companies in the PG’s markets got rewarded that maintained or increased their price promotions. For sake of discussion, let us use a single company (Unilever) as an example to illustrate how all the companies in PG’s markets experience prisoner’s dilemma. Since Unilever and PG operate in the same market, a lot of their actions are interdependent on one another. Initially, the two firms were engaged in a prisoner’s dilemma. Major moves in product, pricing or policy without providing their intentions to the other would result in losses for both companies. Thus, a surprise move by any firm would yield lead to inefficiency. Ideally, both parties would prefer to escape the dilemma. This desire would give birth to a cooperative set of behaviour between the two players. This cooperation however would cease if Unilever (or P;G) decides to change its behaviour by increasing or maintaining its price promotions when P;G (or Unilever) chooses to cut back on promotions. Such a move by Unilever would lead to the adoption of a sequential games situation by both firms as the traditional cooperation would no longer exist. By looking ahead to the future response of P;G and reasoning back to the present, Unilever decides that this approach would be best for the firm. By increasing promotions without notifying P;G (which is planning to cut back on promotions), Unilever may see an advantage to the firm. This is referred to as opportunistic behaviour. Unilever may have the perception of P;G as being a bullying firm, and Unilever did not want to be left cooperating only to have P;G cheat. Since the two firms were cooperating, both firms would be expecting the other to react to such a move. P;G now faces a dilemma whether to increase its price promotions, or to devote funds to increase advertising on products, or to go ahead and cut back on promotions (original plan and the riskiest). Although it is uncertain how they respond, there is no doubt that Unilever would have analysed the probabilities of P;G’s potential reactions. Since consumers had become increasingly price sensitive, PG would lose out in market share if they did not react. It is likely that they would choose to respond with a tit-for-tat move through mimicking Unilever in order to penalize them for cheating. This would result in Unilever hitting back, thus causing PG to deliver a second punishment. There is no doubt that Unilever analysed this position of PG and decided on the probability of PG’s response. Since P;G has value in other markets, it is likely that they would respond and react. Though a reaction is likely, Unilever knew that its consumers are risk-averse. Thus by surprising P;G with higher price promotions, consumers would attach loyalty to Unilever products before P;G could come up with a strategy. If P;G reacted by offering similar promotions, consumers would continue to purchase Unilever products till the prices offered by P;G are low enough (resulting in lower profits) to make consumers shift their loyalties. Value  Pricing  At  Procter  ;  Gamble  (A)  Ã‚  Ã‚  Ã‚  Ã‚  4 P;G could; however, do a number of things to overcome the risk aversion involved in Unilever’s move. First, they could rely on their reputation to launch similar or better promotions, since risk aversion would be minimal as both firms are well-known national chains. They could advertise against Unilever, or launch ads which compare the prices; something that had not previously been done when the two firms were cooperating. Since this reaction is probable, Unilever has established that this reaction by PG will result in an economic advantage in at least one of its markets. Perhaps PG’s reaction would allow Unilever to go ahead and capture new markets while P;G counters this initial move. Unilever decided to cease the cooperative strategy and made an opportunistic move by offering higher price promotions without notifying P;G. Before doing so, it was imperative that Unilever analysed the probable reactions; as well as, the results of these actions. Though it would likely illicit a tit-for-tat response, Unilever felt that the probable outcome would be advantageous enough to cease the cooperative strategy. Unilever’s approach demonstrates an ability to look ahead and reason backward to select a move that will help them to gain market share at the cost of PG (or basically any company which chooses to cut back). Objective 2: Organizational Problem Which was PG’s organizational problem that enforced these strong promotional activities? Each business category which consisted of a collection of up to 3 brands was headed by a General Manager. The General Manager of each category had ownership of his/her own Profit and Loss statement. Within the category each brand was managed by Brand Managers. Each brand group was responsible for the success of the brand they managed. Hence there was competition within brands for the promotional budgets as well as manufacturing capacity. Promotion up the ranks within PG was dependent on the sales and profits of each brand in the case of brand managers and for each category in the case of category General Managers. Even though a criteria like the ability to develop the skills and talent pool of the people lower in the hierarchy was present, it was still the sales and market share parameters that dominated the promotion decision within the firm. Amidst the fight for market share among FMCG (fast moving consumer goods) companies, promotional spending increased and soon became a norm. Brand Mangers in PG had short stints on a given brand (maybe a year or two) before they moved either horizontally, vertically or out of the organization. Since compensation and evaluation of performance was dependent on growth over previous year’s sales, managers pushed for relatively more promotional spending, in-order to increase market-share and sales irrespective of the cost. You read "Value Pricing at Procter Gamble" in category "Papers" The short-stint of managers did not give them any incentive to think about the long term profitability of the brand, since they were not the ones who would be Value  Pricing  At  Procter  Ã‚  Gamble  (A)  Ã‚  Ã‚  Ã‚  Ã‚  5 held accountable in the long term. This led to a short-term focus by the manager for their own gain/incentive rather than looking at the broader picture and profits of the company as a whole. Hence strong promotional activities were enforced due this particular organization and incentive structure. Objective 3: Risks of implementing Value Pricing The category manager for dish care, John Bess, was considering the introduction of value based pricing (= fair price; lower list pricing than before, but less promotions). Please describe the major risks for PG in 1991 in case of implementing value pricing in the market for light-duty liquid detergents. Following are the main challenges and risks that P G could face on implementation of value pricing 1. Operational Challenges: Applying and implementing the value pricing across the company shall certainly have the operational difficulties. This shall be complicated considering the large company and category size, various brands in the LDL Detergent Category, 8000-person sales force and thousands of customers. 2. Difficult to maintain Price Stability: Price Stability is critical to build and maintain a strong brand franchise and value pricing aims for the same. The category saw four price changes per year, on average, and there are 64 different price zones across the U. S. making it more challenging to implement the value pricing. Even if executed, it will be really difficult to create and maintain a significant price impression in the consumer’s mind. 3. No cushion for absorbing abrupt changes in raw material prices- These price changes shall have to be passed on to customers thus defeating the purpose of providing value pricing to the customers. This may also lead to fluctuations in prices. 4. Opposition by Distribution Channel Members: Margins and benefits to distribution channel members – retailers, distributors and wholesalers shall be squeezed under value pricing. There are fears that wholesalers and retailers may oppose the move and can either punish P G in some way so as to deter competition from taking any such moves or can altogether deny passing the lower prices to the customers or at the worse, delist P G products. 5. Uncertainty about volume and revenue forecast: Value Pricing is very new to P G and thus there is an uncertainty about the profit of the company and different members in the distribution channel in case value pricing is adopted by P G. Besides this is an untested experiment. And the risks are huge (P G market share for the category is too low (10%), and it will be difficult to lead the remaining 90% market. 6. Promotion and Price Pressure from the Competition: LDL has become a promotion-intensive category and is one of the most heavily promoted categories in the grocery store. P G’s own research showed that the Value  Pricing  At  Procter  Ã‚  Gamble  (A)  Ã‚  Ã‚  Ã‚  Ã‚  6 market share was highly correlated with leadership in major media and feature advertising. Competitors like General Foods and Nestle have been fighting hard on price. So reduction of spending on promotion (as for value pricing) may hit back P G in future. 7. Impact on customers: Value pricing shall make P G move away from discounting. Thus, it may lead to the loss of discount-searching customers to the competitors who rely heavily on providing discounts and coupons to customers. Value pricing may lead to almost 10-20% price reduction and can altogether reposition the P G products in the market. Value-based pricing may increase the loyal customers but the impact shall be much slower whereas the loss of the discount-searching customers shall be immediate. Long-Term gains with the increase in loyal customers may probably be well off-set by the loss of discount-searching customers. 8. Loss of Shelf Space: Prominent visibility and placement of a product is an important factor for the customer in order to make a purchase decision. Move to value pricing shall lead to the loss of fair share of shelf space and display allocation as no emphasis on the same is being laid in value pricing. 9. Fall out impact: Introduction of value pricing is a significant decision for P G and shall require radical changes at the organizational level. P G had not done anything this radical on such a scale earlier. In case of the Value-based pricing not working for P G, the fall-out effects can put the business at high risk thereby impacting brand and category profitability and customer loyalty at risk. Objective 4: Short Proposal for Value Pricing In the coffee market, PG’s own research showed that market share was highly correlated with leadership in major media and feature advertising. The responsible managers had many arguments not to introduce value pricing. However, assume you really want to implement value pricing. Please write a short proposal including recommendations for new list prices and budget requirements across the various marketing vehicles. Effects on sales and profits should be included. Please use case exhibit 13 as a basis for your pricing proposal (current, old plan) and calculate changes in the plan due to the implementation of value pricing (new plan). Even though our own research showed that market share was highly correlated with leadership in major media and feature advertising, which does not suggest Value Pricing strategy for coffee category, we still think this method can help us to achieve higher profit, based on reasonable assumptions and planning. Therefore, we work out a Value Pricing protocol for the coffee product, which is as follows: Value  Pricing  At  Procter r  Ã‚  Gamble  (A A)  Ã‚  Ã‚  Ã‚  Ã‚  7 Part I Basic Assumptions about the ma I: arket reacti towards price changes ion 1. Fr rom the artic we know that the consumers in the coffee segment is highly sens cle, w n sitive to pric Therefore the ce. e, ma arket reactio to price ch on hanges should be remark kable. As price goes down, the market share should incr s m e rease. When the price d n decreased to a certain am mount, which can h att tract the mos sensitive consumers to change, th market sha should in st c o he are ncreased by the largest p percentage. T Then, the increasing rate should be down. e He are the sp ere pecific assum mptions abou the relatio ut onship betwe price cha een anges and m market share changes Ite ems Unit Price Changes e Market Sha Changes M are s Senario 1 -10% +7% Senar 2 rio -15% % +15% % Sena 3 ario -2 20% +1 18% Se enario 4 -25% +21% + Senario 5 S -30% +23% Senario 6 -35% +24% Table Assumpt e. 1 tions about th relationsh between price changes and mark share cha he hip ket anges 2. As A in value pr ricing strateg the prom gy, motion should be decreas along with the price adjustment, to find the d sed op ptimal list price of coffee we set up a 10% decre e; ease in mark keting expend diture in all scenarios, w which is att tainable base on our co ed ompany’s con nditions. 3. W simply ass We sume the ma arket size, de livered cost are not chan t nging. Part I Value Pr II: ricing Proce Please re the attac ess: efer ched Excel f file. Part I Value P III: Price result: Please refer the attached Excel file. r d Fig. 1 V Value Price R Result Here b Value Pri by icing, we fin the best list price for o coffee, w nd our which is 47. 8 And the d 81. derived prof based on o fit our assum mptions will b 71. 71, wh improve by 28. 75% be hich ed %. Value  Pricing  At  Procter  Ã‚  Gamble  (A)  Ã‚  Ã‚  Ã‚  Ã‚  8 Part IV: Budget requirements From the article, we already knew that feature advertising is important to market share, so we will not cut the Feature display part in total marketing expenditures. We try to control the un-critical part to realize the deduction in marketing. Here are the suggested budget requirements: Total Budget for marketing expenditures Advertising Coupons Off Invoice/Feature display 38. 55 35. 15 265. 67 339. 37 Table. 2 Suggested Budget Requirements How to cite Value Pricing at Procter Gamble, Papers

Hypnosis (1411 words) Essay Example For Students

Hypnosis (1411 words) Essay HypnosisHYPNOSISINTRODUCTION :Albert Einstein reckoned that humans use only about 10% of their brains. According to some reports, while hypnotised, we could gain access to the other 90%. Every human being who is mentally sound can be hypnotised to some degree. You can use hypnosis for a lot of things, for instance to control weight, pain, sleep, and to raise confidence. You can also use it to quit smoking, develop concentration and memory. In fact, you can use it for anything that depends on your own efforts. I) ORIGINS OF HYPNOSIS:The art and science of hypnosis is both old and new. *Old because it was used in ancient time and has a pedigree that stretches back to the beginning of mankinds conscious development *New because only over the past 100 years has it been subject to the full force of scientific scrutiny, after discovery that the unconscious mind, emotions and personal history directly affect a persons state of mental, emotional and physical health. A) Old origins_ Hypnosis has existed very early in religious rituals. However, the earliest known description of hypnosis date back 6000 years to rites performed in Egyptian sleep temples. _The Indus Vedas ,a knowledge sacred book written around 1500 BC, mentions the use of hypnotic techniques and procedures. _According to some specialists, accounts of what we would now call hypnosis can be found in the Bible and in the Talmud. _In the past, hypnosis is always associated with the occult: witchdoctors and shamans (medicine man)practised hypnosis :?ritual hypnosis and dance were integral elements of shamans communication with spirits?. B) New origins- modern use of hypnosisThere are two leading men in the scientific study of hypnosis:_ 1734-1815: Franz Anton Mesmer, born in Vienna. Mesmer is considered the father of hypnosis. He is remembered for the term ?Mesmerism? which means a person who is raptly attentive, or who is temporally deprived of his normal conscious qualities. He described a process of inducing trance through a series of passes he made with his hands . He succeed in treating a considerable variety of ailments. _ 1932-1974: Milton Erickson, a psychologist and psychiatrist pioneered the art of indirect suggestions in hypnosis. He is considered the father of modern hypnosis. His methods bypassed the conscious mind through the use of both verbal and non-verbal pacing techniques including metaphor , confusion, and many others. He has immensely influenced the practice of contemporary hypnotherapy. II) HYPNOSIS:A) Curent examplesAs long as there as been human beings, there has been hypnosis, we use this commonly occurring state of mind, unknowingly, all the time. It is just natural for us. _ For examples if you have ever watched a television program or movie and become really absorbed into the program, you were probably in trance. This trance is what caused you not to hear your mother calling you to dinner. _ Advertisers understand this, they use television programs to induce a hypnotic trance and then provide you hypnotic suggestions, called commercials!_ Another common instance of this naturally occurring state of mind is when you are driving down the road, with your mind focused on some other task, and last thing you know: you have forgotten to turn. That is called ?Highway hypnosis?. B) Definition_ Definition: Hypnosis is a mental state of heightened suggestibility, characterised by trance like sleep. The basis of hypnosis is the fixation of the subject attention upon a gradually narrowing source of stimulation, until he is attendant upon only the direction of the hypnotist. _Techniques: This is variously achieved by repetition of instructions in a low, level voice, or having the subject fix his gaze upon a light in an otherwise dark room. .u63d04b9fe62ee8905119bc0afd600e3f , .u63d04b9fe62ee8905119bc0afd600e3f .postImageUrl , .u63d04b9fe62ee8905119bc0afd600e3f .centered-text-area { min-height: 80px; position: relative; } .u63d04b9fe62ee8905119bc0afd600e3f , .u63d04b9fe62ee8905119bc0afd600e3f:hover , .u63d04b9fe62ee8905119bc0afd600e3f:visited , .u63d04b9fe62ee8905119bc0afd600e3f:active { border:0!important; } .u63d04b9fe62ee8905119bc0afd600e3f .clearfix:after { content: ""; display: table; clear: both; } .u63d04b9fe62ee8905119bc0afd600e3f { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u63d04b9fe62ee8905119bc0afd600e3f:active , .u63d04b9fe62ee8905119bc0afd600e3f:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u63d04b9fe62ee8905119bc0afd600e3f .centered-text-area { width: 100%; position: relative ; } .u63d04b9fe62ee8905119bc0afd600e3f .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u63d04b9fe62ee8905119bc0afd600e3f .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u63d04b9fe62ee8905119bc0afd600e3f .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u63d04b9fe62ee8905119bc0afd600e3f:hover .ctaButton { background-color: #34495E!important; } .u63d04b9fe62ee8905119bc0afd600e3f .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u63d04b9fe62ee8905119bc0afd600e3f .u63d04b9fe62ee8905119bc0afd600e3f-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u63d04b9fe62ee8905119bc0afd600e3f:after { content: ""; display: block; clear: both; } READ: Free Great Gatsbys: American Family Values G EssayThe subject remembers nothing of what he did during the hypnotic period. But certain effects may be suggested to continue after the subject returns to consciousness, these are called post hypnotic suggestions. _major purpose: During hypnosis, the conscious mind is distracted, so that new, positive suggestions are more readily accepted. According to the specialists of hypnosis ,these new constructive ideas substitute negative old ones, therefore creating permanent beneficial changes in your life. C) Hypnotherapy:_ What is hypnotherapy? Hypnotherapy is basically the use of hypnosis as a medium for psychotherapy. People will either be hypnotised by a therapist (hetero-hypnosis) or taught to hypnotise yourself (self hypnosis) as a way of achieving personal insight. _ How does hypnotherapy work?Essentially, there are two main aspects of hypnotic trance which are used in psychotherapy:1) The subconscious mind is more open to positive suggestions, made by yourself or the hypnotherapist. 2) The mind may express itself more directly and more spontaneously Through thoughts or images. _ What benefits can be achieved through hypnotherapy?Some of main benefits of hypnotherapy can be classed as follows:Personal development, cessation of habits, management of anxiety and stress, and psychological and emotional well-being. _ You could conquer your phobia:Phobia is an anxiety about a person, place or thing which con not be voluntary controlled. A simple phobia, one which is focused on a single feared object such as spiders is rarely called for treatment, but it can have little impact on the patients quality of life. You could quit this phobia with 3 sessions of hypnotherapy:-first session: uncover the cause of patients phobia. -second session: the hypnotherapist uses behavioural techniques to enable patient to approach spiders in his imagination. -third session devotes to supportive therapy with positive imaging and post hypnotic suggestions. The hypnotherapist encourage people to touch spiders in real life. _ Hypnosis to stop smoking:It is the subconscious motivation to smoke that must be changed in order to quit smoking. Hypnosis made it easy and you have no withdrawal symptoms. It does not work the same for everyone: many people have found quitting smoking with self hypnosis to be easy and painless, but for others, it is difficult no matter which method is used. _ Hypnosis for pain control: The experience of pain is a combination of the type of pain, tension, fear and anxiety. Often tension and anxiety can intensify the pain. By relaxation of the body, there is a natural reduction of pain. By proper suggestion in the hypnotic state, the experience of pain can be reduced or eliminated for periods of time. It is good to teach clients self hypnosis and imagery so that the client can use it when needed. _ HypnoanesthesiaReuben Percarve achieved the first major surgical operation of this kind to be done anywhere without conventional anaesthetic. He is responsible for the Hypnoanesthesia in the surgical operation performed in Quebec. The patient was operated successfully for the appendix. His recover was excellent without any side effects normally associated with this type of surgery. III) WRONG DANGERS OF HYPNOSIS:_ What if I can not wake up?It never happens. Getting out of hypnosis is never a problem. You will put all of your efforts into getting into a hypnotic state, not getting out of it.. The worst that can happen is that you drift off into normal sleep, in which case you will wake up just as you would any other time. _ Will I lose consciousness?No, you will no more lose consciousness in the hypnotic state than you did when you were paying complete attention to your reading. To someone else you will appear to be asleep because your eyes are closed and you are relaxed, but you will know that you are not asleep like at night. .uab469262e6a0741da92225ad6a8bbb0d , .uab469262e6a0741da92225ad6a8bbb0d .postImageUrl , .uab469262e6a0741da92225ad6a8bbb0d .centered-text-area { min-height: 80px; position: relative; } .uab469262e6a0741da92225ad6a8bbb0d , .uab469262e6a0741da92225ad6a8bbb0d:hover , .uab469262e6a0741da92225ad6a8bbb0d:visited , .uab469262e6a0741da92225ad6a8bbb0d:active { border:0!important; } .uab469262e6a0741da92225ad6a8bbb0d .clearfix:after { content: ""; display: table; clear: both; } .uab469262e6a0741da92225ad6a8bbb0d { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .uab469262e6a0741da92225ad6a8bbb0d:active , .uab469262e6a0741da92225ad6a8bbb0d:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .uab469262e6a0741da92225ad6a8bbb0d .centered-text-area { width: 100%; position: relative ; } .uab469262e6a0741da92225ad6a8bbb0d .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .uab469262e6a0741da92225ad6a8bbb0d .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .uab469262e6a0741da92225ad6a8bbb0d .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .uab469262e6a0741da92225ad6a8bbb0d:hover .ctaButton { background-color: #34495E!important; } .uab469262e6a0741da92225ad6a8bbb0d .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .uab469262e6a0741da92225ad6a8bbb0d .uab469262e6a0741da92225ad6a8bbb0d-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .uab469262e6a0741da92225ad6a8bbb0d:after { content: ""; display: block; clear: both; } READ: How Many Pages is 250 Words?_ Can I be hypnotised against my will?No, no matter, how will you have learned to go into the hypnotic state, you can always refuse to do so if you desire. _ If I am in the hypnotic state and someone suggests me to do an immoral act, will I comply?No, it is unlikely that a person could violate a concept of morality to which he is strongly attached. CONCLUSION:Today, there are many legitimate university based on studies of the various phenomena of hypnosis and it is not uncommon for dentists and physicians to use it in their practices. There is no magic by any of us, hypnosis will not make you stronger, good looking, irresistible to girls or boys, a world class athlete and a genius. The fact is that hypnosis eventually becomes everything anyone could reasonably expect. It is a great way to do anything that depends on your own efforts. Science

Ernest Rutherford Essays (704 words) - Radioactivity,

Ernest Rutherford Ernest Rutherford was born in New Zealand in 1871 as one of 12 children. It was Rutherford who first "split" an atom and who discovered the atomic "nucleus", a name that he invented. For this he is regarded as the greatest experimental physicist of his time. Rutherford was one of the first and most important researchers in nuclear physics. Soon after the discovery of radioactivity in 1986 by the French physicist Antoine Henri Becquerel, Rutherford discovered the three different types of radiation. By covering his Uranium with thin foils of aluminum, gradually increasing the number of foils. For the first three layers of foil the radiation escaping from the uranium decreased progressively, suggesting an ordinary law of absorption. More thickness of aluminum, however, had little further effect in reducing the radiation at first, but eventually the intensity of the radiation began to diminish again as even more foils were added. These experiments showed that there were at least two distinct types of radiation- one that is very readily absorbed, which he called the alpha - radiation, and the other more penetrative character which he called the beta - radiation. He also had believed that he had found a third more penetrating radiation. The Frenchman, Paul Villard, officially gave this third radiation. He named it, after Rutherford's first two radiation discoveries, the gamma- radiation. It was these discoveries in radiation that opened the door to the rest of Rutherford' discoveries. Using this alpha radiation, Rutherford started to experiment putting it through other materials to get the effects. It was in one of these experiments with gold that he was able to figure out what an atom looks like. He found that a countable number of alpha particles actually bounced back from a thin sheet of gold foil. Of course the majority of the particles went straight through the gold and were only slightly scattered. Rutherford said that this was the most surprising result he had known. He said that this discovery of the alpha particles actually bouncing off the gold was as surprising to him as firing a fifteen inch shell at a piece of tissue paper and having it bounce back and hit you. From this statement we can see how immersed Rutherford actually was in his studies. By this experiment it seemed clear to Rutherford that the alpha particle occasionally encountered such an intense field in the atom that it was turned back in its path as the result of a collision. When considering the mass and energy of an alpha particle this was an astonishing observation. Rutherford said that in order to produce such a large deflection of the alpha particle, the atom must contain a massive charged center of very minute dimensions. From this arose the concept of the well known "nucleus" (a name which Rutherford coined), where the atom consists of a minute positively charged nucleus containing most of the mass of an atom, surrounded at relatively great distances by electrons. He also discovered that the alpha particle was repelled according to the ordinary laws of electricity so that it should travel in a hyperbola. From this he discovered the law of scattering, that is to say the number of particles that should be found at any angle of deflection. Rutherford was confident that we would get more information from scattering about the nature of the atom than any other method. Rutherford became very excited about an idea that Darwin had given him about the interesting results that might occur when an alpha particle met a nucleus lighter than itself, such as the nucleus of a hydrogen atom. Rutherford went to work right away. In 1919 Rutherford performed a pioneer experiment in nuclear physics when he bombarded nitrogen gas with alpha particles and obtained atoms of an oxygen isotope and protons. This process of changing nitrogen into oxygen was the first artificially induced nuclear reaction. It also made great headway in the following decades of intensive research on the other nuclear transformation sand on the nature and properties of radiation. Today, with the threat of nuclear weapons and the promise of nuclear power it must appear that the splitting of the atom was Rutherford's most significant achievement. Rutherford was elected a fellow of the Royal Society in 1903 and served as president of that institution from 1925 to 1930. He was awarded the 1908 Nobel Prize in chemistry, was knighted in 1914, and was created a baron in 1931. He died in London on October 19, 1937, and was buried in Westminster Abbey.

Environmental Ethics and Policy Essay †Biology Research Paper (200 Level Course)

Environmental Ethics and Policy Essay – Biology Research Paper (200 Level Course) Free Online Research Papers Environmental Ethics and Policy Essay Biology Research Paper(200 Level Course) Determining a comprehensive, all-inclusive environmental ethic is no easy task. Human interests, desires, and consciences are hard to accommodate, considering that all vary with the individual. And according to world statistics, there are over six billion of us, each with a different experience of the natural world, its plants and animals. So, of the following perspectives, which makes the most sense when making decisions about environmental policy? Considering the plethora of interests and varied needs of humans all over the world, a middle ground must be found, tempered by the radical reasoning of extremist ethics. On the one extreme, anthropocentric ethicists view nature’s value only in relation to the well-being of humans. Nature’s value subsists only in its capacity to provide for the human race. Often, this takes the form of an economic capability, ignoring the destruction of parts of the environment that have no direct use to humans. A familiar case study involves the preservation of the north spotted owl. Continuous logging in the Pacific Northwest threatened the habitat of the species, but logging companies argued that to discontinue logging would mean the loss of jobs and the logging companies themselves. Loggers argued that preserving the owl would be a detriment to the economy. In this case, the loggers held an anthropocentric view. Environmental champions, however, would argue that saving the spotted owl would save an entire ecosystem on which plants, other animals, and humans depend. The criticism of anthropocentrism then, is that it has a narrow view of what maintains the â€Å"well-being† of humans. The other extreme environmental ethic, biocentrism, calls for all life forms to be treated as though they possess the same moral standing. Contrary to anthropocentrism, biocentrism says that all life is good in and of itself. It argues that no living thing is more valuable than another. This perspective is often criticized for ignoring the reality that life survives by feeding on life. In the case of the spotted owl, biocentrism would say that the owl should be preserved, not merely because its value can be measured in more than dollars, but because it shares the same rights as that of human, including the right to life. The radicalism of this view is difficult to understand when trying to compare it with a more moderate view, like the third possible ethic, ecocentrism, because both recognize importance in preserving say, the life of the spotted owl. It is important to note therefore, that to align with the biocentrism ethic would be to go against many aspects of modern life, principally, the necessity of surviving on other life. Research Papers on Environmental Ethics and Policy Essay - Biology Research Paper (200 Level Course)Genetic EngineeringRelationship between Media Coverage and Social andPETSTEL analysis of IndiaMoral and Ethical Issues in Hiring New EmployeesEffects of Television Violence on ChildrenUnreasonable Searches and SeizuresBringing Democracy to AfricaComparison: Letter from Birmingham and Crito19 Century Society: A Deeply Divided EraBionic Assembly System: A New Concept of Self

Explain the differences between a group and a team Essay

Explain the differences between a group and a team - Essay Example To describe it briefly, it will be suffice to say that all teams are form of work group but not all groups are teams. There are several fundamental principles that distinguish the two. First is accountability. In groups, members are individually accountable within the group; they have to be alert from people within the group. In teams, however, individual accountability does exist but on a minimum level; teams are accountable mutually. Instead of reporting to one another or someone from amongst group, teams report to a higher authority. This means that teams are more united and open with each other. This also highlights the fact that usually groups work on lower levels while teams work at higher, more independent level in the hierarchy (Thornton, 2010). Secondly, members working in the group meet regularly to circulate information and discuss perspectives whereas team members just meet occasionally to make decision, plan, and solve any problems that arise in a meanwhile. This implies that team member share more trust than group members do, making them more self-reliant and confident of their own actions. Thirdly, group members work on individual goals while team members work on mutual goals. This shows more unity and togetherness that is shared by people working in the team. For instance, people in groups may work hard for promotion/to please their supervisors/ in order to get a pay upgrade but team members will worry less about such petty matters and try to get bigger tasks done. Fourthly, groups focus more on individual products while teams emphasize more on team products. Instead of getting their names high like in groups, team members focus more on efficiency and excellence, making merit the parameter for judgment. Next, groups have defined roles and responsibilities whereas team members are more liberal with these lines and feel free to share each other’s work. Lastly, in groups, manager, with little say from members, shapes the goals and tasks desi gned to achieve them. On the contrary, team leader brings the whole team together to shape the goals and delegate tasks on each member with their complete will. This gives a sense of ownership to the goal and creates a free environment where learning and creativity thrives (Levi, 2010). As the world is coming together to form a global village, it is important to embrace, appreciate and celebrate the diversity, which flourishes as people from across the world come together to accomplish goals of mutual interest. However, diversity is tough to handle since it requires a lot of compromise and patience to settle down with. Nonetheless, importance of diversity cannot be over-emphasized. With people from different backgrounds, religious views, ethnicities, social status, and education coming together on a common platform, the ideas generated, and discussions held are more multi-lateral and creative. In addition, the solutions found with diverse bodied thing tank are applicable to more tha n a single thinkers and work in more than a few conditions since its planners have put together their own personal experience in planning and critiquing it, refining into more applicable and garnishes the concept. On the other hand,

WEEK 8 470 Essay Example | Topics and Well Written Essays - 250 words

WEEK 8 470 - Essay Example It is astonishing to know that the GDP of the world’s 47 poorest countries (approximately 570 million people) is far less when compared to the combined wealth of the world’s top ten wealthiest people.(Kroll, 2007).This wide gap can be bridged by strengthening the purchasing powers of the affected countries. According to Jack another area to tackle would be writing off debts owed by the poorest of countries. This would in essence enable the country to concentrate her resources to feeding her people and to put measures in place to curb poverty. On the same point Jill proposed technological assistance to the poorest countries. With improved technology and better farming practices, the yield per acre can go up to five-fold the current production rate. Another proposal by Jill to increase loans and funding to poorer countries was opposed by Joe. His reasoning was that giving loans without monitoring the money was in itself an act of futility. Indeed the poorest nations also ranked very high in corruption index. Controlled grants are so far the most viable solution in financial

Should Early Education Have Forgien Language Taught Essay

Should Early Education Have Forgien Language Taught - Essay Example These views were also turned upside down later by Peal and Lambert that showed how superior it is learning two languages in the early age than one (Peal & Lambert,1962) . They conducted various experiments for children who started learning a second language in their early childhood and compared it to their achievements and academic skills in their later life. It was prevalent in the research that they were no less efficient, skilled and knowledgeable than those who did not learn a second language. Â  It is very essential for children to fully acquire their first language as researches show that if they do not, they may have problems in becoming an academic professional and fully cultured in their second language. This is because of the interrelationship of language and cognitive growth. When parents use their first language that they know the best with their children there are less chances of the interruption of the cognitive growth of the children. The research further argues that whatever learnt in the first language either knowledge, organization, development, skills, academic literacy etc will be transferred to second language when learnt. Children expand their language learning depending on how often they use and practice it. Parents who communicate more often in their first language develop better linguistic skills ability to express their needs, ideas and feelings. If children do not acquire their first language, it may become a problem for them in the future to express their thoughts efficiently (Collier, 1992). However, other argues that when children learn all new information and knowledge in their second language in later life,... According to the paper some researchers argue that cognitive skills must be completely acquired before the brain is fully matured. Learning a second language at any age is an amazing experience in different ways but children have the most to gain from a wonderful quest. Children involuntarily believe that learning a second language is fun to explore and play around. Children who are bilingual have a bigger perspective of the world and see the bigger picture from different contexts. This paper approves that global village has affected children in a way that they are exposed to multicultural and multinational society. Children whether immigrants or non-immigrant get a chance to express their selves to an outer world which has learning a second language other than their mother tongue as the most important determinant for cross-cultural relationships. Also, people tend to learn a second language for better opportunities and exploration of the world. The whole discussion showed that it is better to learn the language earlier in children life which comes up with lot of ease, benefits and opportunities that cannot be attained if the second language is learnt at adolescent or adulthood. Moreover, researches also showed that learning a second language helps in exercising the brain which helps in better understanding of things, perspectives and memory storage. Thus, people who are bilingual or multilingual found to have better opportunities, academic skills and knowledge .

Effect of Product Placement in Films

Effect of Product Placement in Films CHAPTER II: Literature Review Product placement Product placement in movies is no new phenomenon as Lehu (2007), describes product placement as the location or more accurately the integration of a product or a brand into a film or televised series. This form of advertising has been around for sometime although its not traditional advertising it speaks to an audience in a different form of communication which is either in your face or subliminal messages. Product placement comes in a number of different forms including visual, audio and a combination of the two combined. Visual product placement Is a visual representation of a brand in a movie, This includes strategically positioning a brand in the background or being used by the actor of a scene, displaying a billboard or some other form of visual advertisement in a scene, and any other visual representation of a brand-name product without any relevant message or sounds on the audio track which draw attention to the product (Gupta Lord, 1998). An example of this is Daniel Craig u sing a Sony Vaio in the movie Casino Royal (2006). See Appendix A. Audio representation of a brand can be the mention of the product in script but not necessarily shown on screen for example the movie Wall Street (1987) where Martin Sheens character says to a server, Get this kid a Molson Light (Gupta Lord, 1998). In combining these two formats Gupta and Lord (1998) defines audio-visual placement as the visual appearance of a brand with a verbal mention of the brand name or a brand- relevant message for example The Bellagio Hotel in Las Vegas is seen and talked about in the movie Oceans eleven (2001) (Lehu 2007). Product placement, as a marketing tool, has many advantages due to its captive audience, the social nature that it is being viewed in and the lack of clutter, such as other advertisements (Dunnett Hoek, 1996). This form of communication is described as being an effective technique as Jhonson (2009) explains For subliminal suggestion to be effective an individual must be relaxed and open to suggestion. The subconscious mind is more open to suggestion when a person is relaxed. This practice has not gone without controversy, however, as its use is often debated by moviegoers and media experts. While some moviegoers feel that the use of product placement enhances a film by adding to its realism (Govani 1999). Others see the practice as an invasive one that sews itself a new seam in the blanket of brands that covers a strong consumer-based society (Phillips Purdie 1993). Some supporters of the practice argue that product placement allows them to relate to the characters (DeLorme, Reid, Zimmer, 1999) Product placement strategy Strategy Dates back a few decades, in an example where Joan Crawford is drinking Jack Daniels whisky in the 1945 production Mildred pierce (Wasko 1995). Back in these earlier times product placement was a casual affair, property masters would contact a local Jack Daniels distributer asking for the product to be used in the film. Today the product placement is more deliberate and sophisticated, Divisions dedicated to paying to have their goods inserted strategically into movies are of the norm for large corporations this is to gain access to what is seen as a glamorous medium with a relatively captive audience. Coca-Cola and Pepsi are amongst a number of companies who have formed in house divisions dedicated directly to product placement or Hollywood advertising (Wasko 1995). The belief of companies associated with product placement is that if a movie grosses $50 million, the advertiser has reached an audience of 13.7 million in theatre viewers, assuming this the movie will likely sell in DVDS/Videos adding additional impressions per placement along with celebrity credibility bought by the use of the product. (Wasko 1995). Kardes (2008) adds to the argument by stating that When a brand is shown in a movie it is definitely seen but a broadcast commercial can be skipped via the fast forward button on a DVR. However narrative coherence can be disrupted by strategies used to market products. Music videos related to films is used as an example The promotion of some features is helped by the use of videos featuring music from the film, examples include Flashdance (1983) , Footloose (1984), Purple Rain (1984), staying alive (1983) and The Bodyguard (1992) (King 2002). In these films the excess created by the conjunction of music and image creates a module separa te from the narrative, working against the sequential structuring of the film. Product placement within the Hollywood film industry Product placement increased dramatically since the appearance of Reeses Pieces in the 1982 Movie E.T: The Extra-Terrestrial caused the sales of the product to increase by 68%. (Balasubramanian et al 2006). Today product placement in movies is highly noticeable. In the film Minority Report (2002) at least 15 brands where placed, including Nokia, Pepsi and Lexus. In Die Another Day (2002) there were cameos from Jaguar, Aston Martin and Thunderbird, which are all owned by the Ford motor group (Jobber 2004). However alongside soft drinks one of the most common products placed in movies are cars. BMW invested ÂÂ £20 million on the placement of its Z3 roadster within the movie Goldeneye (1995) and the use of other advertising media to support the placement and create awareness (Fill 2005) Gupta and lord (1998) focus on studies concerning recall of brands placed within movies that have been undertaken; they found that prominent placements achieved higher levels of recall. Morton and Friedman (2002) mention that any contact with a brand in a film will help influence purchasing decisions. It is argued by Joachimsthaler and Aker (1997) that visibility of brands are underestimated as it signals leadership, quality and success, people like to know brands even if they have never used them. This appears to indicate that the primary benefit of placement in movies is the increase of brand recognition. Consumer behaviour Consumer behaviour is the study of individuals, groups or organisations and the process they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. (Sharma, A. 2006). The study of consumer behaviour helps organisations improve their marketing strategies by understanding the psychology behind consumer thoughts, feelings and by understanding his or her environment all which have an effect on the action towards a brand or product. Tyagi and Kumar (2004) state that there is a relationship between consumer behaviour and his attitudes, communication with him and how to motivate him. Family, social and cultural dimensions of consumer behaviour have a role to play. Product placement isnt about sales its about brand awareness claims expert Samuel Turcotte. (Galician 2004). Whilst awareness may be generated attitudes and perception also start to form towards the brand. Attitude formation can be on the bases of cognitive responses to stimuli or information of other sources; cognitive thoughts are responses we have to a communication. Positive thoughts will generally have a positive affect on attitudes whereas negative thoughts will have negative attitude formation (Hoyer Macinnis, 2008). Age has another implication on attitudes and perceptions of product placement. In their 1999 study, DeLorme, Reid, and Zimmer interviewed younger audiences (aged 18-21) and older audiences (aged 35-48) in a bid to compare different views on product placement. A number of focus groups resulted in the finding of distinct and diverse perspectives among many of the study samples. According to their research, (DeLorme, Reid, and Zimmer 1999) found that older audiences generally perceive product placements as implications of a changing society and the current use of product placement was an indication of a major cultural shift, according to the study older moviegoers associated brand props with feelings of insecurity, frustration, and fear of change (DeLorme, Reid, Zimmer, 1999, p.24) various examples of such feelings were provided. On the other hand younger moviegoers perceive product placement as Associated with an invitation to cultural belonging and feelings of emotional security. (De Lorme, Reid, Zimmer, 1999, p. 28) The younger generation grew up in a consumer-based society that is bombarded with advertisements and other promotional items, the younger generation does not generally place a heavy emphasis on product placements. However viewers are generally positive about the placement of product in movies. GÃÆ'Â ¼nnemann (2008) explains that product placement for the automobile industry can positively affect consumers perception of certain automobile brands image as a purchasing factor. He also looked at preference of product placement over advertising for automobiles, which showed European consumers have greater preference of product placement than their American and Asian counterparts where as American consumers on the other hand are the strongest proponents of product placement being more authentic than advertising, whilst Asian consumers have the lowest value in both categories. A study by Nebenzahl, Secunda (1993) on the attitude of film audiences showed that the majority of those interviewed preferred product placement over other forms of promotions because it was unobtrusively integrated into the film. The small minority who object are on ethical grounds. They perceive product placement as a clandestine approach which deludes the consumer and they believe this practice should be forbidden. (Pattyn, 2000). Brand Association: Contexts and Celebrities Williams (2004) shows that placements are contextually integrated and therefore are non-invasive, placement are therefore seen as an experience rather than an advertisement. Contextual integration can be achieved by product placement through character development and plot advancement in films, and product placement can also offer the chance of celebrity endorsement. Nelson and McLeod (2005) show that the credibility of an advertisement depends on the sources credibility; differing views on differing sources can alter the way in which a brand is perceived. The use of celebrities has the ability to influence the source credibility of a brand (Sawyer 2006). This can be achieved by tapping into the celebritys equity (Zyman 2002). Such use of celebrities or actors enables their personality to rub off on the product. (Rust and Varki 1996). This will have the effect of enhancing the brand personality. The use of a highly credible and recognised person can therefore influence levels of exper tise and trust worthiness. Ohanian (1991) found that the perceived expertise of celebritys actually increased purchase intentions, even though the celebrity may have no actual knowledge of the product. It appears here that the product placement allows the attractiveness of a brand to be increased through association with a particular individual, even if that individual would have little actual knowledge or expertise in relation to the product or brand. Ethicality behind product placement Gupta and Gould (1997) define ethically-charged products (or emotionally charged products) as products which especially arouse ethical concern and differences across consumers regarding their marketing and consumption the practice of product placement is sometimes referred to as unethical since audiences are rarely informed that they are watching paid advertising when they presume they are watching creative programming playing on peoples susceptibility (Plaisance 2009). The common ethical concern in many articles is the notion that product placement constitutes a form of subliminal advertising, since products are integrated into films, but no disclaimer is present that warns the viewer of any form of advertising in the film (Gupta Gould, 1997; Snyder, 1992; Nebenzahl Secunda,1993). The practice of product placement could be described as misleading as advertisers interest and intention to influence the viewer may be concealed behind something else, in the case of movies, the context of the story. Among the most controversial subjects, however, is the use of ethically-charged products in film. The most common discussed are the use of cigarettes, alcohol, and guns, this due to the potentially harmful implications their exposure can have on someone. A 1997 study shows some individuals impressions of such placements in films. The study measures undergraduate college students views regarding the acceptability of placing cigarettes, alcohol, and guns in movies. Results indicate that the acceptability of cigarettes, alcohol, and guns are 41.3%, 60.3%, and 38.7%, respectively (Gupta Gould, 1997). There is much concern over cigarette brands being placed in movies, a common argument cites a mandate made and enforced by the United States Surgeon General. It requires that all cigarette ads feature a health warning, making known the products potential hazards to the viewer. Surgeon General health warnings, however, are not found on films that feature these placements (Basil, 1997). Another common concern is that the use of these products will encourage the movies viewers to adopt smoking as a habit. (Basil 1997) and Everett, Schnuth, and Tribble (1998) cite Social Cognitive Theory in their respective articles. This states that through observation we learn a lot. Since moviegoers are actors smoking cigarettes (and in some cases adopting specific brands), and since this is usually portrayed in movies as glamorous the moviegoers may possibly be drawn to the habit (Basil,1997; Everett, Schnuth, Tribble, 1998). Research objectives Investigate attitudes, perceptions and beliefs of viewers towards products and brands after exposure to product placement in movies. Analyse viewers opinions on the ethical issues of product placement in movies. Examine the role of products in movies as a strategic marketing tool. CHAPTER III: Methodology This chapter refines and justifies the methodology deployed in this study. The process for gathering data focused more on that of a qualitative strategy however a quantitative means was also implemented, with the focus on consumer research and understanding consumer thoughts and feelings. The research identified issues such as why consumers have the attitude or perception towards a product or brand which they have experienced through viewing product placement in movies, underlining issues such as acknowledgement, deciphering the message, and even perceptions and attitudes that are based on emotional and cultural feelings sometimes we have a favourable attitude toward an offering simply because it feels good or seems right (Hoyer Macinnis 2008). The quantitative approach was in the form of a questionnaire distributed to 18-25 year olds, the questionnaires allowed data from the focus groups to be tested and extended by from input from a wider range of participents, results are discussed in chapter 4. Qualitative approach Focus groups Focus groups are a form of group interviewing that allows data to be generated through the benefit of communication between research participants (Pope Mays). The qualitative approach was incorporated because of its ability to capitalise on group interaction that provided distinctive types of data. This study is based on consumer attitude and perceptions towards products placement and arising ethical issues, therefore it is only suited that this approach was used as it allows for deeper discussion to take place with point of views coming across from different backgrounds and cultural values and group norms are emphasised. using a qualitative focus groups would produce a greater depth of information rather than just relying on the questionaire with pre-determined responses The two focus groups were used to achieve the following: Investigate attitudes, perceptions and beliefs of viewers towards products and brands after exposure to product placement in movies. Analyse viewers opinions on the ethical issues of product placement in movies. Participants Two focus groups were conducted in an attempt to gather data on consumer attitudes and perceptions and the other on a discussion around ethics. Both focus groups followed the same procedure however groups were split into two, Group A and Group B. This was done to ensure that every subject got the chance to participate and wasnt overshadowed by the over enthusiastic; small groups offer more of an opportunity for people to talk and are more practical to set up and manage (Litosseliti 2003). 6 individuals were selected for each group, Participants from Both Group A and B were selected on the bases of being from different cultural backgrounds and being socially connected. This is because it is important to understand that cultural backgrounds can have an effect on opinions, and it maximises the possibility of exploring the subject from different perspectives (Kitzinger 1995 cited in Litosseliti 2003 P4). It was important for participants to be socially connected to ensure good group dyna mics, this helped the participants be more comfortable and open towards discussion. The selection criteria was18-25 male and females, Gupta and Gould (1997) noted that many products possess gender identifications (p.39). The researchers hypothesized that males generate more favourable responses to products that are depicted as possessing masculine qualities. Therefore the ratio of male to female will be 50:50. This will allow data to be gathered and discussed from both point of views. The advantages of focus groups as shown by Patton (1990) are the checking that takes place within the group that eliminates false views and it is easy to establish consistent views. Group A focused on discussion and questions targeted towards viewers attitudes and perceptions whilst Group B was a discussion on ethical issues. Both groups were shown two movies in one sitting this was time efficient as opposed to showing both movies twice. The movies shown were Iron Man 2 (2010) and Transformers (2007), the movies were chosen for the large amount of products placed with over 45 placements in each movie. The movies were shown in whole as opposed to clips containing products placed, this was to show the product placements in the context of the movie rather than showing clips where the products were dominant. Showing clips of the movie where products were dominant would have emphasised on the product this could have misrepresent the findings as the goal was to evaluate them within the who le movie experience. At the end of both movies the discussion commenced on consumer attitudes and perceptions with Group A, followed by the discussion with Group B on ethical issues. Participents were encouraged to use product placement in other movies as well as the two shown as examples for discussion if they could recall them and the discussion was not based entirely on the movies shown. This allowed participents to discuss product placement that may have been potryaed in a different fashion for example: the use of different actors, characters or setting. It was taken into consideration that the time difference between conducted Group A and B could have an impact on the level of debate given that Group B had to wait, however all participants were University students on the same campus and the study was conducted on University grounds giving the other group time to go elsewhere and continue with other activities whilst they waited. There were a set number of questions used for each focus group and Each individual was required to participate and provide some input to increase the depth of discussion. A simple format of question then discussion was used, questions that arose from discussion would keep the conversation flowing. Conversation flowed freely in order to discover what the subjects found to be interesting and to explore wider attitudes but conversation was re-directed by the moderator when it was felt to be unproductive or pointless (Bryman 2004). It was made clear to participants prior to the discussion that there was no right or wrong answer in an effort to remove social desirability, what the respondent thinks they should say rather than feel (Black 1999). Both discussions were recorded using a CD recorder and were later analysed with key points noted for each discussion. A full play by play transcription was not practical due to the large amount of dialogue and it is felt that a full transcript woul d have broken up narrative flow, however a shorter version of the transcript highlighting key points and questions asked is available in the appendix (())))) by noting key points only it is felt that analysing content is much easier, Bryman (2001) claims that transcribing and coding leads to a loss of context. Quantitative research Questionnaires Questionnaires allow the participant to respond to a set number of questions, questions can be open ended or closed ended, and for the purpose of this particular research aspect closed ended questions were used. A closed ended question is amicable when the dimensions of a variable have been diagnosed. Closed ended questions expose participants to the same response categories and allow standardized quantitative statistical analysis (Johnson Christensen 2010). The purpose of the questionnaire was to expand further on the data that was concluded from the focus groups (this will be discussed further in chapter 4). The questionaires focused on getting participant responses for the purpose of conformatory research (Johnson Christensen 2010) in which specific data from the focus groups was tested. This gave the results more creadability and the questionnaire would allow the study to benefit from areas of investigation that the focus groups may have failed to answer or provide enough infor mation on. 100 questionnaires were distributed around university campuses as this was the most convienent location to find participents that meet the 18-25 demographic, however it was guaranteed that that all participents would be of the age 15 questions were composed and pre, the questionnaire can be viewed in the appendix (p)))) One to one interviews Interviews will aim to meet objective The research method that will be used here is one to one interviews with either product placement agencies or companies such as Sony. These interviews will be telephone based as availability to meet face to face with businesses is a little tricky given the time frame. Given the tendency for businesses to turn down students the agency or business that is to be selected will depend on the rate at which each representative replies. The Interviews will allow these companies to convey product placement from a strategic point of view and explain the practice from their own situation, perspective and in their own words. The interviews are based on not only conversation of product placement but with an aim to generate responses from the interviewee on intended consumer behaviour. The procedure will be to follow a script for the interview investigation which can be outlined by characterising a methodological awareness of questions, a focus on the dynamics of interaction between interviewer and interviewee, and also critical attention to what is said. CHAPTER IV: Results, analysis and discussion Introduction This chapter will focus on presenting and discussing the findings from the research conducted. Due to the large amount of field work that was employed for the purpose of the study, results from both the focus groups and the questionnaires will be compared and contrasted leading to the denouement of the findings. Analysis will be based on the most pertinent data that was found. qualitative researchers needs to communicate the findings in an honest and systematic manner, disseminating the richness of the findings and hence the experience of the researchers. (Easterby-Smith et al. 2002). Discussion has been categorised in three sections, each section will address the research objectives of this study and how the findings have helped in achieving those objectives. Attitudes and perceptions towards product placement will be analysed and discussed first highlighting the points that were extracted from both quantitative and qualitative research, followed by the discussion on ethical issues towards product placement practice. Finally the interview with the industry specialist will be discussed, analysing the role of product placement in moves as a strategic marketing tool. The data that formed this discussion can be viewed in the appendix ( ) Consumer attitudes and perceptions The first area of study was the attitudes and perceptions of viewers between the ages of 18-25 towards product placement in Hollywood movies and the products or brands that are being placed. Brand recall The first focus group identified that it was hard to recall a lot of the products that were placed within the movies. It was felt that this is because of the large amount of placements in the movies to begin with. participants claimed that they could only recall the placements that were dominant and showed a stronger on screen presence than other brands or products. Amongst the placements that were most effective were car brands, it was made clear that cars were amongst the top to be noticed because its repetition in the movies made it a strong focus of the overall viewing experience. The most noticeable examples were Audi in Iron Man 2 and Cadillac in Transformers. brands in other movies were also identified as being memorable such as Toyota In fast and furious and Aston Martin in Die Another Day. Brands that somehow were incorporated into the story of the movie had greater recognition; this is because they stood out more. As mentioned in chapter 2, prominent placements achieve high er levels of recall in movies (Gupta and lord 1998). Other placements that were regarded as being effective in terms of prominence were those that had audio presence as well as physical, Oracle and Vanity Affair from Iron Man 2 where amongst the ones that were recalled. Participants revealed that the audio presence and physical presence (placement being used) generated more attention as opposed to having a brand name in the foreground. A combined 66%percent of the respondents to the questionnaire that was carried out following the focus group agreed that products stand out more when a character uses or mentions the product/brand (see table.1). Whilst the recall of a brand is an important factor in how effective the placement is, the pace or complexity of the movie can cause a distraction from the placements. The focus group suggested that some of the placements were lost due to the pace of the movies shown. One participant commented that placements in the background of slower paced movies were more effective than those placed in action movies or those with a faster pace. It was later commented that products placed within faster paced movies needed to be emphasised on more to be noticed. It therefore appears that the genre of the movie will have an effect on the product placement with in it. The research suggests that viewers will have difficulty to recall brands/products that are placed in the background or foreground of a fast past movie. However if a product is used or mentioned by a character then this increases the chances of the viewer recall. On the other hand placements within slower paced movies are easier to recal l increasing brand awareness. This indicates that positioning of the product is a valuable consideration when the goal is to increase awareness Attitude product placement The overall suggestion from this study in regards to attitudes towards product placement within the movie is that the group members strongly appreciated the presence of products within movies. The research suggests that viewers acceptability of product placement within movies is on the basis that it enhances the realism of the movie by combining products that are seen on a daily bases. One example of this found in the Movie Iron Man 2 with the insertion of CNN and Larry King, the focus group agreed that these placements gave them the feeling that the event of the movie was taking place in our world as appose to a fantasy setting. They felt that these types of placements amplified the movies realism. The group compared the differences between having placements in movie to not having any. The findings suggested that having no product placement or having fictitious products in a movie reflected on the setting of the movie, it would create a fantasy world for viewers which was fine if it was a movie in the category of Lord of the Rings or Avatar. Williams (2004) suggested that product placements are contextually integrated into movies. Therefore It is important to note that placements are deemed to be acceptable by viewers because of the reflection these products have on real life. In the survey questionnaire that was carried out, a combined 63 out of 100 respondents agreed and strongly agreed that placements add to the realism of the movie (see table.2). TABLE 2: Viewers opinion on products adding realism to movies This confirms the findings from the focus group; however there are a large number of respondents that validate that they disagree with the statement. It is mentioned in the literature that some see product placement practice as an invasive one that sews itself a new seam in the blanket of brands that covers a strong consumer-based society (Phillips Purdie 1993). This is one suggestion as to why respondents to the survey questions may have disagreed. It could be argued that some viewers find placements invasive. however the findings from the focus group indicates that whilst placements add realism, the ones that appear without contributing to the story line or are emphasised in a way that seems to be out of context in regards to the movie can be described as annoying or blatant advertising. The views of the group were not that this was invasive but more or on the line of annoying. Examples that were noticeable were the Panasonic placement in Transformers. In a scene that was devoted to show a Branded memory chip, the character tilts the product towards the camera revealing the brand name. It was suggested that this had no association to the story line nor was it placed to emphasis realism; one participant described it as being an obvious plug. The common theme was the emphasis on the annoyance of pushy advertising, this research commends Balsubramanian et al (2006) who suggested that blatant placements have the ability to irritate. Therefore if product placement is to appear, the product needs to contribute to the content of the movie in order to generate positive attitudes and acceptability from the viewers. But it is important to distinguish between attitudes towards product placement practice (discussed here) and attitudes towards the brands being placed. This leads us to the next area of this study. Attitudes and perception towards brands In the previous paragraph we discussed the attitudes towards product placement; we will now discuss viewer attitudes and perceptions towards the product/brands that are placed. A common theme that was identified from the focus group discussion was that viewers did not generate a positive or negative attitude towards a product or brand because of the way it was placed in the movie. The findings from this study suggest that whilst awareness was created there was little change in attitudes towards the brands that were placed. one viewer generated a positive attitude towards the use of the Everlast in Iron Man 2 in a scene where Robert Downey Jr is boxing whilst exhibiting the branded clothing. The viewer associated with the bra Effect of Product Placement in Films Effect of Product Placement in Films CHAPTER II: Literature Review Product placement Product placement in movies is no new phenomenon as Lehu (2007), describes product placement as the location or more accurately the integration of a product or a brand into a film or televised series. This form of advertising has been around for sometime although its not traditional advertising it speaks to an audience in a different form of communication which is either in your face or subliminal messages. Product placement comes in a number of different forms including visual, audio and a combination of the two combined. Visual product placement Is a visual representation of a brand in a movie, This includes strategically positioning a brand in the background or being used by the actor of a scene, displaying a billboard or some other form of visual advertisement in a scene, and any other visual representation of a brand-name product without any relevant message or sounds on the audio track which draw attention to the product (Gupta Lord, 1998). An example of this is Daniel Craig u sing a Sony Vaio in the movie Casino Royal (2006). See Appendix A. Audio representation of a brand can be the mention of the product in script but not necessarily shown on screen for example the movie Wall Street (1987) where Martin Sheens character says to a server, Get this kid a Molson Light (Gupta Lord, 1998). In combining these two formats Gupta and Lord (1998) defines audio-visual placement as the visual appearance of a brand with a verbal mention of the brand name or a brand- relevant message for example The Bellagio Hotel in Las Vegas is seen and talked about in the movie Oceans eleven (2001) (Lehu 2007). Product placement, as a marketing tool, has many advantages due to its captive audience, the social nature that it is being viewed in and the lack of clutter, such as other advertisements (Dunnett Hoek, 1996). This form of communication is described as being an effective technique as Jhonson (2009) explains For subliminal suggestion to be effective an individual must be relaxed and open to suggestion. The subconscious mind is more open to suggestion when a person is relaxed. This practice has not gone without controversy, however, as its use is often debated by moviegoers and media experts. While some moviegoers feel that the use of product placement enhances a film by adding to its realism (Govani 1999). Others see the practice as an invasive one that sews itself a new seam in the blanket of brands that covers a strong consumer-based society (Phillips Purdie 1993). Some supporters of the practice argue that product placement allows them to relate to the characters (DeLorme, Reid, Zimmer, 1999) Product placement strategy Strategy Dates back a few decades, in an example where Joan Crawford is drinking Jack Daniels whisky in the 1945 production Mildred pierce (Wasko 1995). Back in these earlier times product placement was a casual affair, property masters would contact a local Jack Daniels distributer asking for the product to be used in the film. Today the product placement is more deliberate and sophisticated, Divisions dedicated to paying to have their goods inserted strategically into movies are of the norm for large corporations this is to gain access to what is seen as a glamorous medium with a relatively captive audience. Coca-Cola and Pepsi are amongst a number of companies who have formed in house divisions dedicated directly to product placement or Hollywood advertising (Wasko 1995). The belief of companies associated with product placement is that if a movie grosses $50 million, the advertiser has reached an audience of 13.7 million in theatre viewers, assuming this the movie will likely sell in DVDS/Videos adding additional impressions per placement along with celebrity credibility bought by the use of the product. (Wasko 1995). Kardes (2008) adds to the argument by stating that When a brand is shown in a movie it is definitely seen but a broadcast commercial can be skipped via the fast forward button on a DVR. However narrative coherence can be disrupted by strategies used to market products. Music videos related to films is used as an example The promotion of some features is helped by the use of videos featuring music from the film, examples include Flashdance (1983) , Footloose (1984), Purple Rain (1984), staying alive (1983) and The Bodyguard (1992) (King 2002). In these films the excess created by the conjunction of music and image creates a module separa te from the narrative, working against the sequential structuring of the film. Product placement within the Hollywood film industry Product placement increased dramatically since the appearance of Reeses Pieces in the 1982 Movie E.T: The Extra-Terrestrial caused the sales of the product to increase by 68%. (Balasubramanian et al 2006). Today product placement in movies is highly noticeable. In the film Minority Report (2002) at least 15 brands where placed, including Nokia, Pepsi and Lexus. In Die Another Day (2002) there were cameos from Jaguar, Aston Martin and Thunderbird, which are all owned by the Ford motor group (Jobber 2004). However alongside soft drinks one of the most common products placed in movies are cars. BMW invested ÂÂ £20 million on the placement of its Z3 roadster within the movie Goldeneye (1995) and the use of other advertising media to support the placement and create awareness (Fill 2005) Gupta and lord (1998) focus on studies concerning recall of brands placed within movies that have been undertaken; they found that prominent placements achieved higher levels of recall. Morton and Friedman (2002) mention that any contact with a brand in a film will help influence purchasing decisions. It is argued by Joachimsthaler and Aker (1997) that visibility of brands are underestimated as it signals leadership, quality and success, people like to know brands even if they have never used them. This appears to indicate that the primary benefit of placement in movies is the increase of brand recognition. Consumer behaviour Consumer behaviour is the study of individuals, groups or organisations and the process they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. (Sharma, A. 2006). The study of consumer behaviour helps organisations improve their marketing strategies by understanding the psychology behind consumer thoughts, feelings and by understanding his or her environment all which have an effect on the action towards a brand or product. Tyagi and Kumar (2004) state that there is a relationship between consumer behaviour and his attitudes, communication with him and how to motivate him. Family, social and cultural dimensions of consumer behaviour have a role to play. Product placement isnt about sales its about brand awareness claims expert Samuel Turcotte. (Galician 2004). Whilst awareness may be generated attitudes and perception also start to form towards the brand. Attitude formation can be on the bases of cognitive responses to stimuli or information of other sources; cognitive thoughts are responses we have to a communication. Positive thoughts will generally have a positive affect on attitudes whereas negative thoughts will have negative attitude formation (Hoyer Macinnis, 2008). Age has another implication on attitudes and perceptions of product placement. In their 1999 study, DeLorme, Reid, and Zimmer interviewed younger audiences (aged 18-21) and older audiences (aged 35-48) in a bid to compare different views on product placement. A number of focus groups resulted in the finding of distinct and diverse perspectives among many of the study samples. According to their research, (DeLorme, Reid, and Zimmer 1999) found that older audiences generally perceive product placements as implications of a changing society and the current use of product placement was an indication of a major cultural shift, according to the study older moviegoers associated brand props with feelings of insecurity, frustration, and fear of change (DeLorme, Reid, Zimmer, 1999, p.24) various examples of such feelings were provided. On the other hand younger moviegoers perceive product placement as Associated with an invitation to cultural belonging and feelings of emotional security. (De Lorme, Reid, Zimmer, 1999, p. 28) The younger generation grew up in a consumer-based society that is bombarded with advertisements and other promotional items, the younger generation does not generally place a heavy emphasis on product placements. However viewers are generally positive about the placement of product in movies. GÃÆ'Â ¼nnemann (2008) explains that product placement for the automobile industry can positively affect consumers perception of certain automobile brands image as a purchasing factor. He also looked at preference of product placement over advertising for automobiles, which showed European consumers have greater preference of product placement than their American and Asian counterparts where as American consumers on the other hand are the strongest proponents of product placement being more authentic than advertising, whilst Asian consumers have the lowest value in both categories. A study by Nebenzahl, Secunda (1993) on the attitude of film audiences showed that the majority of those interviewed preferred product placement over other forms of promotions because it was unobtrusively integrated into the film. The small minority who object are on ethical grounds. They perceive product placement as a clandestine approach which deludes the consumer and they believe this practice should be forbidden. (Pattyn, 2000). Brand Association: Contexts and Celebrities Williams (2004) shows that placements are contextually integrated and therefore are non-invasive, placement are therefore seen as an experience rather than an advertisement. Contextual integration can be achieved by product placement through character development and plot advancement in films, and product placement can also offer the chance of celebrity endorsement. Nelson and McLeod (2005) show that the credibility of an advertisement depends on the sources credibility; differing views on differing sources can alter the way in which a brand is perceived. The use of celebrities has the ability to influence the source credibility of a brand (Sawyer 2006). This can be achieved by tapping into the celebritys equity (Zyman 2002). Such use of celebrities or actors enables their personality to rub off on the product. (Rust and Varki 1996). This will have the effect of enhancing the brand personality. The use of a highly credible and recognised person can therefore influence levels of exper tise and trust worthiness. Ohanian (1991) found that the perceived expertise of celebritys actually increased purchase intentions, even though the celebrity may have no actual knowledge of the product. It appears here that the product placement allows the attractiveness of a brand to be increased through association with a particular individual, even if that individual would have little actual knowledge or expertise in relation to the product or brand. Ethicality behind product placement Gupta and Gould (1997) define ethically-charged products (or emotionally charged products) as products which especially arouse ethical concern and differences across consumers regarding their marketing and consumption the practice of product placement is sometimes referred to as unethical since audiences are rarely informed that they are watching paid advertising when they presume they are watching creative programming playing on peoples susceptibility (Plaisance 2009). The common ethical concern in many articles is the notion that product placement constitutes a form of subliminal advertising, since products are integrated into films, but no disclaimer is present that warns the viewer of any form of advertising in the film (Gupta Gould, 1997; Snyder, 1992; Nebenzahl Secunda,1993). The practice of product placement could be described as misleading as advertisers interest and intention to influence the viewer may be concealed behind something else, in the case of movies, the context of the story. Among the most controversial subjects, however, is the use of ethically-charged products in film. The most common discussed are the use of cigarettes, alcohol, and guns, this due to the potentially harmful implications their exposure can have on someone. A 1997 study shows some individuals impressions of such placements in films. The study measures undergraduate college students views regarding the acceptability of placing cigarettes, alcohol, and guns in movies. Results indicate that the acceptability of cigarettes, alcohol, and guns are 41.3%, 60.3%, and 38.7%, respectively (Gupta Gould, 1997). There is much concern over cigarette brands being placed in movies, a common argument cites a mandate made and enforced by the United States Surgeon General. It requires that all cigarette ads feature a health warning, making known the products potential hazards to the viewer. Surgeon General health warnings, however, are not found on films that feature these placements (Basil, 1997). Another common concern is that the use of these products will encourage the movies viewers to adopt smoking as a habit. (Basil 1997) and Everett, Schnuth, and Tribble (1998) cite Social Cognitive Theory in their respective articles. This states that through observation we learn a lot. Since moviegoers are actors smoking cigarettes (and in some cases adopting specific brands), and since this is usually portrayed in movies as glamorous the moviegoers may possibly be drawn to the habit (Basil,1997; Everett, Schnuth, Tribble, 1998). Research objectives Investigate attitudes, perceptions and beliefs of viewers towards products and brands after exposure to product placement in movies. Analyse viewers opinions on the ethical issues of product placement in movies. Examine the role of products in movies as a strategic marketing tool. CHAPTER III: Methodology This chapter refines and justifies the methodology deployed in this study. The process for gathering data focused more on that of a qualitative strategy however a quantitative means was also implemented, with the focus on consumer research and understanding consumer thoughts and feelings. The research identified issues such as why consumers have the attitude or perception towards a product or brand which they have experienced through viewing product placement in movies, underlining issues such as acknowledgement, deciphering the message, and even perceptions and attitudes that are based on emotional and cultural feelings sometimes we have a favourable attitude toward an offering simply because it feels good or seems right (Hoyer Macinnis 2008). The quantitative approach was in the form of a questionnaire distributed to 18-25 year olds, the questionnaires allowed data from the focus groups to be tested and extended by from input from a wider range of participents, results are discussed in chapter 4. Qualitative approach Focus groups Focus groups are a form of group interviewing that allows data to be generated through the benefit of communication between research participants (Pope Mays). The qualitative approach was incorporated because of its ability to capitalise on group interaction that provided distinctive types of data. This study is based on consumer attitude and perceptions towards products placement and arising ethical issues, therefore it is only suited that this approach was used as it allows for deeper discussion to take place with point of views coming across from different backgrounds and cultural values and group norms are emphasised. using a qualitative focus groups would produce a greater depth of information rather than just relying on the questionaire with pre-determined responses The two focus groups were used to achieve the following: Investigate attitudes, perceptions and beliefs of viewers towards products and brands after exposure to product placement in movies. Analyse viewers opinions on the ethical issues of product placement in movies. Participants Two focus groups were conducted in an attempt to gather data on consumer attitudes and perceptions and the other on a discussion around ethics. Both focus groups followed the same procedure however groups were split into two, Group A and Group B. This was done to ensure that every subject got the chance to participate and wasnt overshadowed by the over enthusiastic; small groups offer more of an opportunity for people to talk and are more practical to set up and manage (Litosseliti 2003). 6 individuals were selected for each group, Participants from Both Group A and B were selected on the bases of being from different cultural backgrounds and being socially connected. This is because it is important to understand that cultural backgrounds can have an effect on opinions, and it maximises the possibility of exploring the subject from different perspectives (Kitzinger 1995 cited in Litosseliti 2003 P4). It was important for participants to be socially connected to ensure good group dyna mics, this helped the participants be more comfortable and open towards discussion. The selection criteria was18-25 male and females, Gupta and Gould (1997) noted that many products possess gender identifications (p.39). The researchers hypothesized that males generate more favourable responses to products that are depicted as possessing masculine qualities. Therefore the ratio of male to female will be 50:50. This will allow data to be gathered and discussed from both point of views. The advantages of focus groups as shown by Patton (1990) are the checking that takes place within the group that eliminates false views and it is easy to establish consistent views. Group A focused on discussion and questions targeted towards viewers attitudes and perceptions whilst Group B was a discussion on ethical issues. Both groups were shown two movies in one sitting this was time efficient as opposed to showing both movies twice. The movies shown were Iron Man 2 (2010) and Transformers (2007), the movies were chosen for the large amount of products placed with over 45 placements in each movie. The movies were shown in whole as opposed to clips containing products placed, this was to show the product placements in the context of the movie rather than showing clips where the products were dominant. Showing clips of the movie where products were dominant would have emphasised on the product this could have misrepresent the findings as the goal was to evaluate them within the who le movie experience. At the end of both movies the discussion commenced on consumer attitudes and perceptions with Group A, followed by the discussion with Group B on ethical issues. Participents were encouraged to use product placement in other movies as well as the two shown as examples for discussion if they could recall them and the discussion was not based entirely on the movies shown. This allowed participents to discuss product placement that may have been potryaed in a different fashion for example: the use of different actors, characters or setting. It was taken into consideration that the time difference between conducted Group A and B could have an impact on the level of debate given that Group B had to wait, however all participants were University students on the same campus and the study was conducted on University grounds giving the other group time to go elsewhere and continue with other activities whilst they waited. There were a set number of questions used for each focus group and Each individual was required to participate and provide some input to increase the depth of discussion. A simple format of question then discussion was used, questions that arose from discussion would keep the conversation flowing. Conversation flowed freely in order to discover what the subjects found to be interesting and to explore wider attitudes but conversation was re-directed by the moderator when it was felt to be unproductive or pointless (Bryman 2004). It was made clear to participants prior to the discussion that there was no right or wrong answer in an effort to remove social desirability, what the respondent thinks they should say rather than feel (Black 1999). Both discussions were recorded using a CD recorder and were later analysed with key points noted for each discussion. A full play by play transcription was not practical due to the large amount of dialogue and it is felt that a full transcript woul d have broken up narrative flow, however a shorter version of the transcript highlighting key points and questions asked is available in the appendix (())))) by noting key points only it is felt that analysing content is much easier, Bryman (2001) claims that transcribing and coding leads to a loss of context. Quantitative research Questionnaires Questionnaires allow the participant to respond to a set number of questions, questions can be open ended or closed ended, and for the purpose of this particular research aspect closed ended questions were used. A closed ended question is amicable when the dimensions of a variable have been diagnosed. Closed ended questions expose participants to the same response categories and allow standardized quantitative statistical analysis (Johnson Christensen 2010). The purpose of the questionnaire was to expand further on the data that was concluded from the focus groups (this will be discussed further in chapter 4). The questionaires focused on getting participant responses for the purpose of conformatory research (Johnson Christensen 2010) in which specific data from the focus groups was tested. This gave the results more creadability and the questionnaire would allow the study to benefit from areas of investigation that the focus groups may have failed to answer or provide enough infor mation on. 100 questionnaires were distributed around university campuses as this was the most convienent location to find participents that meet the 18-25 demographic, however it was guaranteed that that all participents would be of the age 15 questions were composed and pre, the questionnaire can be viewed in the appendix (p)))) One to one interviews Interviews will aim to meet objective The research method that will be used here is one to one interviews with either product placement agencies or companies such as Sony. These interviews will be telephone based as availability to meet face to face with businesses is a little tricky given the time frame. Given the tendency for businesses to turn down students the agency or business that is to be selected will depend on the rate at which each representative replies. The Interviews will allow these companies to convey product placement from a strategic point of view and explain the practice from their own situation, perspective and in their own words. The interviews are based on not only conversation of product placement but with an aim to generate responses from the interviewee on intended consumer behaviour. The procedure will be to follow a script for the interview investigation which can be outlined by characterising a methodological awareness of questions, a focus on the dynamics of interaction between interviewer and interviewee, and also critical attention to what is said. CHAPTER IV: Results, analysis and discussion Introduction This chapter will focus on presenting and discussing the findings from the research conducted. Due to the large amount of field work that was employed for the purpose of the study, results from both the focus groups and the questionnaires will be compared and contrasted leading to the denouement of the findings. Analysis will be based on the most pertinent data that was found. qualitative researchers needs to communicate the findings in an honest and systematic manner, disseminating the richness of the findings and hence the experience of the researchers. (Easterby-Smith et al. 2002). Discussion has been categorised in three sections, each section will address the research objectives of this study and how the findings have helped in achieving those objectives. Attitudes and perceptions towards product placement will be analysed and discussed first highlighting the points that were extracted from both quantitative and qualitative research, followed by the discussion on ethical issues towards product placement practice. Finally the interview with the industry specialist will be discussed, analysing the role of product placement in moves as a strategic marketing tool. The data that formed this discussion can be viewed in the appendix ( ) Consumer attitudes and perceptions The first area of study was the attitudes and perceptions of viewers between the ages of 18-25 towards product placement in Hollywood movies and the products or brands that are being placed. Brand recall The first focus group identified that it was hard to recall a lot of the products that were placed within the movies. It was felt that this is because of the large amount of placements in the movies to begin with. participants claimed that they could only recall the placements that were dominant and showed a stronger on screen presence than other brands or products. Amongst the placements that were most effective were car brands, it was made clear that cars were amongst the top to be noticed because its repetition in the movies made it a strong focus of the overall viewing experience. The most noticeable examples were Audi in Iron Man 2 and Cadillac in Transformers. brands in other movies were also identified as being memorable such as Toyota In fast and furious and Aston Martin in Die Another Day. Brands that somehow were incorporated into the story of the movie had greater recognition; this is because they stood out more. As mentioned in chapter 2, prominent placements achieve high er levels of recall in movies (Gupta and lord 1998). Other placements that were regarded as being effective in terms of prominence were those that had audio presence as well as physical, Oracle and Vanity Affair from Iron Man 2 where amongst the ones that were recalled. Participants revealed that the audio presence and physical presence (placement being used) generated more attention as opposed to having a brand name in the foreground. A combined 66%percent of the respondents to the questionnaire that was carried out following the focus group agreed that products stand out more when a character uses or mentions the product/brand (see table.1). Whilst the recall of a brand is an important factor in how effective the placement is, the pace or complexity of the movie can cause a distraction from the placements. The focus group suggested that some of the placements were lost due to the pace of the movies shown. One participant commented that placements in the background of slower paced movies were more effective than those placed in action movies or those with a faster pace. It was later commented that products placed within faster paced movies needed to be emphasised on more to be noticed. It therefore appears that the genre of the movie will have an effect on the product placement with in it. The research suggests that viewers will have difficulty to recall brands/products that are placed in the background or foreground of a fast past movie. However if a product is used or mentioned by a character then this increases the chances of the viewer recall. On the other hand placements within slower paced movies are easier to recal l increasing brand awareness. This indicates that positioning of the product is a valuable consideration when the goal is to increase awareness Attitude product placement The overall suggestion from this study in regards to attitudes towards product placement within the movie is that the group members strongly appreciated the presence of products within movies. The research suggests that viewers acceptability of product placement within movies is on the basis that it enhances the realism of the movie by combining products that are seen on a daily bases. One example of this found in the Movie Iron Man 2 with the insertion of CNN and Larry King, the focus group agreed that these placements gave them the feeling that the event of the movie was taking place in our world as appose to a fantasy setting. They felt that these types of placements amplified the movies realism. The group compared the differences between having placements in movie to not having any. The findings suggested that having no product placement or having fictitious products in a movie reflected on the setting of the movie, it would create a fantasy world for viewers which was fine if it was a movie in the category of Lord of the Rings or Avatar. Williams (2004) suggested that product placements are contextually integrated into movies. Therefore It is important to note that placements are deemed to be acceptable by viewers because of the reflection these products have on real life. In the survey questionnaire that was carried out, a combined 63 out of 100 respondents agreed and strongly agreed that placements add to the realism of the movie (see table.2). TABLE 2: Viewers opinion on products adding realism to movies This confirms the findings from the focus group; however there are a large number of respondents that validate that they disagree with the statement. It is mentioned in the literature that some see product placement practice as an invasive one that sews itself a new seam in the blanket of brands that covers a strong consumer-based society (Phillips Purdie 1993). This is one suggestion as to why respondents to the survey questions may have disagreed. It could be argued that some viewers find placements invasive. however the findings from the focus group indicates that whilst placements add realism, the ones that appear without contributing to the story line or are emphasised in a way that seems to be out of context in regards to the movie can be described as annoying or blatant advertising. The views of the group were not that this was invasive but more or on the line of annoying. Examples that were noticeable were the Panasonic placement in Transformers. In a scene that was devoted to show a Branded memory chip, the character tilts the product towards the camera revealing the brand name. It was suggested that this had no association to the story line nor was it placed to emphasis realism; one participant described it as being an obvious plug. The common theme was the emphasis on the annoyance of pushy advertising, this research commends Balsubramanian et al (2006) who suggested that blatant placements have the ability to irritate. Therefore if product placement is to appear, the product needs to contribute to the content of the movie in order to generate positive attitudes and acceptability from the viewers. But it is important to distinguish between attitudes towards product placement practice (discussed here) and attitudes towards the brands being placed. This leads us to the next area of this study. Attitudes and perception towards brands In the previous paragraph we discussed the attitudes towards product placement; we will now discuss viewer attitudes and perceptions towards the product/brands that are placed. A common theme that was identified from the focus group discussion was that viewers did not generate a positive or negative attitude towards a product or brand because of the way it was placed in the movie. The findings from this study suggest that whilst awareness was created there was little change in attitudes towards the brands that were placed. one viewer generated a positive attitude towards the use of the Everlast in Iron Man 2 in a scene where Robert Downey Jr is boxing whilst exhibiting the branded clothing. The viewer associated with the bra