Towards Self Reliance In Defence Research Economics Essay

To fightds Self Reliance In defence mechanism Research Economics EssayThe idea of self-reliance is important even today. However, self-reliance does not express pursuing a policy of autarky. It does not mean cutting ourselves away from the world. Self-reliance in the modern world implies the ability to pursue ones interests with self-confidence and confidence in ones own capabilities. We do not turn out to pursue self-reliance by doing everything ourselves. We can, indeed, pursue greater self-reliance by creating inter-relationships of inter-dependence that enhance our bar turn overing power. greater interaction with the world can in fact enhance a estates self-reliance by creating a web of mutually beneficial inter-relationships.1 Dr Manmohan SinghBuy Indian and Make Indian is going to be the major component of our procurance policy. That will help us to go by a strong disaffirmation industrial groundwork in India.2-A.K. Antony, Defence MinisterIntroduction1. The blossomi ng Indian economy is fast pacing into the 21st century with the potential of being an scotch topnotchpower. Spurred by economic reforms and the impact of liberalisation, privatisation and world(prenominal)isation, India, is unfeignedly on the verge of carving its own niche in the world.2. An economic superpower must also be a military super power, in terms of Military capability and strength. There should also be a depend fitted and reliable indigenous disproof industrial tie-up. A country which is self reliant and independent in its military requirements, and thus, also has access to technologically advanced capability can truly be termed as military superpower. The establishment of a rise up developed self-denial industrial base is of primary importance to any emerging super power. Focus should be on capability development followed by numeral egression, not the other way round. A clear understanding and identification of the requirements and unavoidably of the armed forc es and ensuring that the requirements be met within the stipulated time, in a cost effective manner, should be the primary goal of any demurrer industrial base and the determinant of its success.Indias Defence Industrial Base. A Historical perspective3. Pre Independence. The pre-independency defensive measure-industrial infrastructure in India consisted of 18 Ordnance Factories (OFs)3, generally catering to repair and overhaul as well as to accessory weapons and equipment produced in Britain. During this occlusive India was never allowed to develop core competencies in industrial drudgery.4. Post Independence. Since independence the Indian leadership aimed at attaining self-reliance in entire domain of defense reaction intersection and to achieve this Indias industrial policies4emphasized core industries (including defence sector) to be taken care of by the rudimentary government activity and others by the states. As a result eight Defence Public Sector Units (DPSUs) unde r exclusive control of the government were devoted to production of different military systems and components. Defence Science Organisation (DSO) was established at that time to take up challenges of undertaking RD activities. DRDO was formed in 1958 from the amalgamation of the indeed already functioning developmental establishments with the DSO. DRDO then comprised of 10 establishments or laboratories which has now grown into a network of over 50 laboratories throughout India5.5. Post 1962 war License production, purport purchase and acquisitions remained the predominant form of supply for the Indian defence forces. This resulted in a gap of nearly three decades in Indias swither toward indigenous production which was especially evident in the knowledge domains of design and development, which constitutes the upper spectrum of self reliance. A fighter aircraft between Marut and the Light Combat Aircraft (LCA), a basic trainer aircraft between HT-2 and HPT- 32, an intermediate trainer between Kiran and an yet-to-be fully developed Advanced Jet Trainer (AJT) are or so of the examples that typify twain(prenominal) the technology and production gaps6.6. Trends in 1980s and 1990s. This was the period when Cold War came to an end and Global defence expenditure rose to an all time soaring in 1987 and then fell sharply during the late 1980s and early 1990s. Also, there was a rise in low intensity conflicts lawlessness, crimes and terrorism was counterpane manifold. This was also the time countries were opening up their economies and the globalization era commenced. This period was the stgraphicsing point of major defence acquisitions from foreign coupled with major initiatives in indigenous defence production, including RD activities. The license production of painters and MiG- 27M was undertaken by HAL7. Also indigenous development of Light Combat Aircraft (LCA), Advanced Light Helicopter (ALH) and Main combat Tank(MBT) Arjun were speeded up by DRDO. Pr oduction of missiles developed under Integrated Guided Missile phylogeny Programme (IGMDP), through Bharat Dynamics Limited (BDL) commenced. Hence, during this period India had been able to initiate a number of projects for indigenous development. However, fructification of these projects was accompanied by inordinate delays and technological gaps.7. The mainstay of armed forces was met through substantial arms acquisition from abroad primarily due to slow progress in our indigenous design and development activities as also the inability to keep pace with the global state-of-art technologies in the defence pains. With the change in environment afterward nuclear explosions by India and Pakistan and the Kargil conflict, the country had to give a re-look to its defence strategy including its objective of achieving self-reliance in defence industry.8. Defence Industry in 21st Century Soon after the repose of the economy, the defence industry started trustworthyizing the importance of civil military interaction in the industrial sector to attain near self-reliance. Coupled with changes at institutional and organizational levels as recommended by the Group of Ministers Committee Report on Reforming the National Security System, is the more or less important policy shift in the defence-industrial sector allowing 100% orphic sector participation and 26% by orthogonal Direct Investment (FDI)8. Confederation of Indian Industries (CII) has been instrumental in influencing such a marked change in policy. While these far-reaching institutional and policy-oriented changes establish been afoot(predicate) for quite some time, the involve for private participation has assumed significance in recent years.Trends in Global Defence Industry9. The global defence industry has undergone profound changes in recent years. The massive military build up by many countries during the Cold War era fuelled greater demand for military weapons and systems. However, immediate post C old War period witnessed the reverse inclination in demand for military weapons and systems resulting in reduction in budgetary allocation in the defence sector. This resulted in many smaller companies either to merge with big ones or to shift their priorities towards civilian production, thus leaving the defence sector. Mergers and acquisitions during this period resulted in creation of a few giant companies comparable Boeing, Lockheed Martin, British Aerospace, Northrop Grumman, EADS and others. The military expenditure again witnessed upward trend since 1999 and this is likely to cut across in future9. As procurement budgets have started to swell again and are likely to stay that way, new opportunities are expected for the defence industry. In the changing conflict scenario, there has been an upward trend in the LIC, insurgency, terrorism, OOAC etc as a result of which the global defence industry after a period of significant downsizing and rationalization has entered into a p hase of renewed attention.Indias Defence Industry.10. Post Cold War era, the changing trends in the global defence industry had affected Indian defence industry in many ways. The era of economic liberalization since 1991 has resulted in indigenous build-up of technological base in the IT, communication, electronics, locomote sectors etc. Since, all acquisitions in the past and till upto mid 90s were either outright purchase or linked with license production, what best the DPSUs or the OFs could gain was expertise in production which was entirely dependent on the assemblies and Semi knock Down Kits (SKD) or sub assemblies imported from the Original equipment manufacturer (OEM). The substantive technology transfer aimed at enhancing the indigenous development was missing in all the deals covered under License Production and Transfer of Technology (TOT). However, the some far reaching change that has impacted the Indias defence industrial sector is the opening up of this sector for private participation. The objectives are manifold viz., reduction of defence imports from flowing levels of 70 per centum, increase in defence exports, enhance the indigenous RD skill level and infrastructure to produce technologically advanced state of the art equipment within the time frames specified. Coupled with the economic liberalization and opening up of the defence sector to private companies was linked the problem of licensing and requirement of foreign direct enthronization in the defence sector. In January 2001, the GOI initiated a series of major initiatives that included Foreign Direct Investment (FDI) up to about 26 percent and full private participation in certain sectors in the defence industry.Shift from Self Sufficiency to Self-Reliance11. Since independence the Indias industrial policies outlined in Industry Policy Resolution of 1948 and 1951 was aimed at achieving self sufficiency in defence production. Towards this the government invested heavily in scienti fic and technological institutions both(prenominal) educational-such as the IITs, and research and development institutes such as the CSIR, ICAR, DAE, DoS, ICMR, DRDO so as to develop a strong technological base. However, the countrys defence was neglected, as was evident in 1962 war. With a weak Defence-Industrial Base (DIB), the policies to maximize production in order to attain self-sufficiency in the defence sector although were considered farsighted, did not match expectations, thus ahead(p) to shift of focus from self-sufficiency model to self reliance model post 1962 war.12. Self-reliance in its true sense does not preclude accessing remote sources for technology and systems, or external help in any stage of the production cycle. Hence, self-reliance as far as India was concerned, meant apart from Indias own production base for support a stagecoach of dependence on reliable foreign sources for access to technologies, supply of components and complete systems was desirab le. These were materialized by meeting urgent and immediate demands through imports form abroad while simultaneously striving for indigenous capabilities in defence production. Although Indias main focus on imports was from western countries like UK, France, Sweden these countries were loth in supplying defence equipment to India post 1962 war with China. Indias quest for self reliance got a major rise when Russia (erstwhile USSR) agreed to Licence production by India for various defence equipment beard by India form Russia. These Licence production of aircraft, battle tank, arms and ammunition were undertaken by various DPSUs as well as OFs. However, the wholly thing that lost its focus in the bargain was the transfer of technology aimed at enhancing indigenous production and RD activities. The outcome of this is obvious, as witnessed in the LCA program, MBT Arjun, aero engine Kaveri to adduce a few. In spite of having produced aircraft, tanks and aero engines under license pr oduction the organizations involved in the production could hardly assimilate and nurture the technology needed to supplement our own indigenous efforts. Probably the focus of these organizations was more towards production rather than indigenization.Defence Industrial Policy13. The defence industrial policy was aimed at establishing a strong and self sufficient defence industrial base (DIB). The objective was to have thrust in indigenous production and exploring possibilities of exports to other developing nations that may look forward to supplies from India.14. In spite of being more focused to numeral growth or production than on the capability development (RD), India has do rapid strides in defence technology in recent past and reached a stage of some level of self-reliance. The existing potential of the country in defence production, in the form of resource capability, know-how and technical expertise, could not be exploited to its full due to lack of clear cut defence policy . However, since liberalization of the economy in 1991 there has been increased civil military interaction. The changes in the defence production policy indicates the intention to involve the private sector in defence RD and production through licensing and indirect opening of the defence industrial sector to foreign companies through FDI and the offset written text. Our defence industrial policy10since independence broadly consists of the following-Maximization of indigenous production.Licence production of those equipments which are open and can be obtained from abroad.Direct procurement of those equipments not covered higher up, precisely considered essential for ensuring the security.Indigeneous Production15. To promote indigenous production 8 DPSUs and 40 OFs were established. Also DRDO comprising of a network of 50 labs was formed to undertake RD in the field of defence weapons, systems and equipment.Ordnance factories. At the end of the WW2 Indias defence industrial capac ity amounted to 18 ordnance factories, a clothing establishment, and an aircraft production plant and the new government subsequently inherited this capability. Post independence this continued till 1958 after which the ordnance factories were steadily expanded. The war against China in 1962 prompted a further involution in Indias ordnance capability and today the country has 39 ordnance factories. They were built to meet the growing needs of Indias armed forces over the past 60 years.The Indian Ordnance Factories Organisation (OFO) is currently the largest departmentally run industrial undertaking in the country. The 39 OFs are government units producing armaments under five categories11ammunition and explosivesWeaponsVehicles and equipmentArmoured vehicles andOrdnance equipment (other military supplies, including general stores).Defence Public Sector Undertakings. The eight defence public sector undertakings (DPSUs) are public-sector corporations managed by the Indian government. The defence PSUs produces a range of defence equipment. They also provide overhaul and maintenance facilities. They areBharat Dynamics Ltd. BDLwas established in the year 1970 to be a manufacturing base for guided weapon systems12.Bharat Earth Movers Ltd. BEML is one of the largest manufacturers and suppliers of earthmoving, construction and mining equipment in Asia13.Bharat Electronics Ltd. (BEL) was established in 1954 to meet the specialised electronic needs of the Indian defence services14.Hindustan Aeronautics Ltd. HAL is a major player in the global aviation arena. It has built up comprehensive skills in design, manufacture and overhaul of fighters, trainers, helicopters, have a bun in the oven aircraft, engines, avionics and system equipment15.Garden Reach Shipbuilders and Engineers Ltd. (GRSE) is one ofIndias leadingshipyards that builds and repairs a wide range of vessels fromwarshipsfor theIndian Navytomerchant shippingvessels16.Goa Shipyard Ltd. GSL is a shipyard that i s one of the most sophisticated ship builders in the Country. For over four decades, GSL has designed, built and commissioned a wide range of sophisticated vessels for varied applications in the defence and commercial-grade sectors with special expertise in building modern patrol vessels of Steel and Aluminium hull structure17.Mazagon Dock Ltd. Mazagon Dock Limited is the Indias premier shipyard constructing warships as well as offshore platforms. It undertakes ship building, ship repairs and fabrication of offshore structures with facilities situated at Mumbai and Nhava18.Mishra Dhatu Nigam Ltd. MIDHANI caters to domestic and international customers with modern metallurgical facilities and high degree of technical competence for manufacturing its diverse product mix of superalloys, titanium alloys, special purpose steels, electrical resistance softmagnetic alloys, molybedenum and other alloys meeting the stringent requirements of the strategic sectors like defence, aerospace, pow er and general engineering etc19.Defence Research Development Organisation (DRDO). India also has a defence research and development (RD) capability. Called DRDO. DRDO draws on the work of 51 laboratories/establishments across the country, and (in theory at least) has close links with the eight PSUs. It also co-operates with 70 academic research institutions, 50 national science and technology nerve centres, and some companies in the private sector.License Production16. Post independence Indias quest for self-reliance got a major boost through license production understanding with USSR. This immensely benefited defence industry as it improved many notable weapon systems from this experience. Indias self-reliance model in defence production was thought to have given a life lease by the Soviets. The normal assumption is that production under license would enable the country not only to acquire the capability to produce a particular equipment or product but also help it gain the tec hnical know-how for subsequent upgradation and further technological innovations. For the oddment fifty-odd years, India has been producing a number of defence equipment under license. Good examples in this regard are the Vijayanta tank and the MIG series of fighter aircraft20. But this does not seem to have helped in the development of the Arjun Main Battle Tank and the Light Combat Aircraft. Moreover, India has not even been able to upgradecertain fighter aircraft held and operated for a vast time by its armed forces.Direct procurement17. To meet the immediate requirement of the armed forces, outright purchase of the systems/ equipment is resorted to. This may be from abroad or for indigenous companies. The objective of the defence policy aims at maximizing indigenous production what could not be produced indigenously should be produced under license arrangement and those that could not be obtained through these two routes should be acquired by direct purchase.Emerging Defence P roduction Policies in 21st CentruyTransparency in Defence Procurement18. Since independence and almost till late 90s only a select few companies got the Request for Proposals (RFPs) with secrecy being maintained in the procurement process. With the introduction of Defence Procurement Procedure (DPP) the government has strengthened its commitment to transparency in the procurement process and to removing the veil of secrecy surrounding it. The courtship in point is the procurement of MMRCA. The deals of recent times are open deals with no more veil of secrecy in the RFP. The details of the RFP are carry available to all industry representatives by placing the tenders on the net, except in the most sensitive cases, which may be minuscule in number. Ensuring transparency in the procurement process has also resulted in widening the vendor base.Defence Procurement Procedure19. Defence Procurement Procedure 2008 is presently being followed. This was issued after DP-2006 was revised alo ng with the Fast Track Procedure 2001 and the Procedure for Indigenous Warship Building. In addition, most importantly, a procedure for the development of systems based on indigenous research and design, categorized as MAKE, has now been formulated. This bridges a critical gap that existed hitherto, and would provide the requisite framework for increased participation of Indian industry in the defence sector.Some of the important features of Defence Procurement Procedure includesReducing the timeframe for acquisitions.Enhanced transparency by placing the generic requirements of the Services on MOD website and generating vendor registration through Internet.Increased transparency in the conduct of field trials.Integrity Pact made compulsory for all contracts above Rs. 100 crores.An Offset obligation of 30% for all contracts above Rs. 300 crores. However, there have been indications of companies trying to dilute this clause.FDI in Defence Production20. To boost up the indigenous prod uction in the defence sector, the government in 2001 had opened up the defence sector by permitting 100 percent private participation in defence production and also 26 percent Foreign Direct Investment of the host companys equity. However, the only glitch in the total process was the requirement of obtaining a license from the defence ministry by the private firms to produce military hardware. However, there is a need to increase FDI limit from the current 26 per cent which would facilitate access to desired niche technology and processes.De licensing of Defence Production21. DPP-2008 did away with the license requirement for industries for manufacturing military hardware, thereby creating a level playing field with the defence public sector undertakings. Considered to be a revolutionary DPP, the de licensing will enable the private industries to skillfully employ the available expertise to take up production of military hardware. This will definitely boost up the efforts of indige nization in defence technology.Raksha Udyog Ratnas22. Effective participation by the Industry, both public and private, at various points of interaction and subsequent long association in product development and productionisation, can be only done through those firms of proven excellence and which are capable of contributing, depending on their technical, managerial and financial strength. These firms called as Raksha Udyog Ratnas (RUR) would be the key drivers towards raising indigenous defence technological base and world-class manufacturing capabilities in India.R D in Military Aviation Sector23. Aviation is one of the most significant technological influences of our time and empowers the nation with strength. It is a major tool for economic development and has a significant role in National security andinternationalrelations.24. Various military, DPSUs and private companies have been associated in the R D activities, software program and systems development and systems integ ration on civil, fighter aircraft and helicopters. These are Defence Avionics Research Establishment (DARE), Aeronautical Development procedure (ADA), Aeronautical Development Establishment (ADE), Aircraft Upgrade Research and Development Centre (AURDC), HAL, Mission Computing System Research and Development Centre (MCSRDC) HAL, and Software Development Institute (SDI). DARE played a pivotal role in evolving the avionics architecture of Mig 27 upgrade, developed the Core Avionics Computer (CAC), mission computer software for CAC, display suite software of SU 30 MKI and the hardware and operating system of Radar Computer of SU 30 MKI. SDI based at Bangalore has been actively involved in the indigenous upgrades of SU 30 MKI as well as development of various mission planning systems and weapon algorithms employed in Mig 27 upgrade. AURDC has been involved in the Bison upgrade, Mig 27 upgrade and various indigenous upgrades of SU 30 MKI aircraft. MCSRDC has played a vital role in the s oftware development and integration of avionics systems in the Jaguar (Darin II) aircraft. It is also involved in the upgrade of Jaguar to Darin III standards.Joint Ventures25. India has an inherent edge over several(prenominal) other nations because of higher skills and lower cost of production. This makes India an ideal contender for joint ventures. HAL has entered into joint ventures with many overseas aviation system companies to undertake design and development of new systems in India. Some of these are the BaeHAL, HAL Edgewood, HELBIT etc. Many other software and hardware giants involved in the aviation hardware and software development especially in the embedded and real time system domain have also established their facilities in Bangalore. Some of these are GE Intelligent Systems, Honeywell, etc.26. Given their rapid growth over the last decade, it is perhaps no surprise that Indian software companies such as HCL, Infosys, Infotech, Tata Consultancy Services and Wipro have been active in the aerospace industry for several years. Increasingly, they are benefiting from the engineering services outsourcing programmes. This will help India evolve from IT and low-end business process outsourcing work to high-end design services. Overseas companies view the Indian companies as long-term partners and not as mere suppliers/vendors.Private Participation27. EADSs helicopter subsidiary Eurocopter has had one of the longest partnerships with Indian industry. Since 1962, it has worked with HAL in India to manufacture more than 600 Alouette 3 and genus Lama (known as Cheetah and Chetak locally) helicopters. HAL also produces airframes for the Ecureuil/Fennec family of rotorcraft. The European firm also plans to set up pilot training facilities in India for the civil and military segments and plans to invest 7-8 meg ($9.5-11 billion) over the next 10 years. Tata has entered into JV with AgustaWestland to assemble the AW119 in India.28. Honeywell Aerospace, which pr ovides integrated avionics, engines, systems and service products for the aerospace industry, is one example. The US company has a design and development centre in India that it hopes to expand in the coming years. Airbus has set up the Airbus Engineering Centre India in Bangalore where local engineers help develop capabilities in modelling and simulation, finishing areas such as flight management systems and aerodynamics, to help in the design and production of aircraft such as the A380 and the A350. It is also working with Indian IT firms such as CADES, HCL, Infosys, Quest and Satyam to offer support across various aircraft programmes.Conclusion29. Indias defence-industrial strategy is directed primarily toward achieving self-reliance. Presently, there is a clear imbalance in requirements by the armed forces. While roughly 70 percent of requirements are met through arms imports, the domestic sources supply the rest. The current strategy is geared to reverse this trend with the pr imary aim of supplying three-fourth of the requirements through domestic sources. Indias decision to allow private participation in the defence-industrial sector is seen as a dual aim, to wit to achieve much-needed capital and production enhancement and, secondly, to open up to the external market through their presence. There is also an effort to adopt suitable strategies to make select sectors like aerospace and electronics globally competitive. DPSUs like HAL and BEL are now much in demand and are trying to become viable global giants.30. The overall strategy is to make the defence-industrial sector act as a locomotive for economic development. In this regard, an emphasis on dual-use technologies and production is contemplated which could benefit both the defence and civilian sector. The current strategy also looks into various options toward minimising the state investments in the defence sector while encouraging private and foreign portfolio investment in existing Indian defen ce companies. If recent changes in various policies related to the defence industry are supposed to have any meaning, then, patronage all problems, there is something to be optimistic about in the Indian defence industry.

Role Of Endorsers In Advertising Cultural Studies Essay

Role Of Endorsers In Advertising Cultural Studies EssayPerhaps most important role, an reader must match up well with the endorsed brands (Shimp, 2003). As images of the personalities become related with products through irregular, the meanings they attach to the products are conveyed to consumers through purchase and consumption (McCracken, 1989). Therefore, the practice of reputation authorization should be very much associated to the cultural perspective in which the images of celebrities are created and individual celebrities are selected to be linked with particular products. Studies outlined by Till and Busler (2000) suggest that the celebrity or product fit, also known as the match-up hypothesis, refers to the harmony of the match connecting the product being endorsed and the personality ratifier.In addition to that, Shimp (2003) further states that there are 2 subjects of match-up, which are audience match up, where it deals with the endorsed brands target market along with brand match up, where celebritys values and decorousness must be compatible with the image desired for the advertised brand. Product fit is thought to function as a main determinant of endorsement success (Friedman Friedman 1979 Kahle and Homer 1985 Erdogan et al. 2001 Batra and Homer 2004) although celebrity authorization does vary across different product types. Friedman and Friedman (1979) concluded that the better the celebrity or product fit, as professed by consumers, the higher the level of endorsement value. Nevertheless, Till and Busler (2000) argue that celebrity or product fit was effective for only certain measures of effectiveness such(prenominal) as brand attitude, but not for other measures such as purchase intention. Despite of the impact celebrity/product fit has on effectiveness Till and Busler (2000) considered this factor should play a signifi rouset role in celebrity reader usefulness.4.0 CELEBRITY ENDORSEMENT AND ADVERTISING EFFECTIVENESS4.1 Factors / reasonsPickton and Broderick (2005) and Kelman (1998) considered 3 type of address attributes that are source credibility, draw and in force(p)ness, where he believe may influence the recipients attitude which may explain why celebrity endorsement can be used as an advert tool. Erdogan (1999) also agreed with the theory and its positive consequence on the audiences reception to the conveyed message. According to him, the source is the person who is impartation a message to an audience.The Source Credibility ModelIn the context of celebrity endorsement, O Mahony and Meenaghan (1998) claim that credibility relates to the target audiences perception of the celebrity having enough knowledge or experience to provide accurate. The model contends that the effectiveness of a message depends on the perceived level expertise and trustworthiness in an endorser (Hovland et al. 1953). Consequently, the more favorably consumers assess the expertise and trustworthiness of a celebrity endor ser, the more likely the celebrity is to be regarded as a reliable source of information on the product and thus the better the brand he/she endorses is represented (Ohanian, 1990).According to Belch and Belch (1998) spokesperson are regularly elect because of their knowledge, experience and expertise in a particular product or service area. The importance of using expert sources was also shown in a lead by Ohanian (1991), who found that the perceived capability of celebrity endorsers was more meaty in explaining purchase intentions. Ohanian further states, endorsers are most useful when they are experienced, versed and qualified to talk about the product. In addition to that, while expertise is important, the target audience must also find the endorsers believable. Trustworthiness as make by Tellis (2004) is the willingness of the source to make true claims. The query conducted by Miller and Baseheart (1969) established that consumer behavior is openly related to the confidenc e they put in expert endorsers.The Source Attractiveness ModelAnother equally important attribute of the source of celebrity endorsement is its attraction. Langmeyer and Shank (1994) maintain that the concept of source attractiveness is not limited to good looks only, but also encompasses such non-physical characteristics as, for example, abilities in sports, grace, tact, charisma or intelligence. The theory is agreed by Shimp (2001) where he also corroborate that attractiveness multifaceted and does not include just physical attractiveness.The Meaning Transfer ModelUnlike the Source Models, this theory proposed by Grant McCracken in 1989 contends that credibility and attractiveness do not sufficiently explain why celebrity endorsement works. According to this model, endorser effectiveness depends on the culturally acquired meanings he or she brings which may includes status, career, gender as well as personality and lifestyle. For example, from the celebrity athlete perspective, Roger Federer is publicly recognized from his career in the sporting discipline since this is where he became known to the public. Martin (1996) concludes in effect the athlete becomes synonymous with the sport and the meanings become a part of the celebrity athletes image.Next, for the second stage, McCracken suggests endorsers will bring their meanings into the ad and transfer them to the product they are endorsing. Thus people evaluations of the celebrity endorsement, the measure of interest in this research occur when the advertisement is viewed by consumer. In the utmost stage, the meanings has given to the product are transferred to the consumer. As stated by McCracken (1989), this stage positively shows the importance of the consumers role in the process of endorsing brands with celebrities although Belch and Belch (1998) arguably said that this stage is complicated and difficult to achieve.4.2 The timingAccording to Tellis (2004), the source credibility theory is most rel evant for explaining the role of experts, while the source attractiveness is applicable in the case of lay endorses like fictitious individuals or characters. Furthermore, both Tellis (2004) and McCracken (1989), indicates that the meaning transfer theory suits the use of celebrities as endorsers, as it provides an insightful framework for using the complexity of meanings associated with celebrities.Celebrity endorsement is best used during the maturity phase of a life cycle (Anon, 2004). Promotion and advertising transfers from the chain of mountains of having new customers, to the extent of product differentiation in terms of reliability and quality. During this phase new brands are launched even when they compete with competitors, thus this is when celebrity endorsement can take place.Although, the use of celebrity endorsers is prevalent in advertising, however it is not without risk (Shimp and Till, 1998). When a company decides to use a celebrity, they should consider major(ip ) factors ( Shimp, 2001 and Belch and Belch, 1998) as the timing might be in appropriate for an endorsementOverexposureIf a celebrity is overexposed, that is endorsing too many brands, his or her credibility may suffer ( Tripp et al. 1994). David Beckham, for example, may be somewhat overexposed.Cost considerationHow much to acquire a celebritys services is an important consideration and unfortunately, it is not a simple calculation as it is difficult to project the revenue stream ( Belch and Belch, 1998).The Trouble factorAs noted by Shimp (2001) celebrity behavior may pose a risk to a company. For example Gatorade had to drop Tiger Woods as its endorser due to the recent incidents. butt end audience receptivityA study by Horowitz ( 2002),found that college-age students were more prone to have a positive attitude towards a product endorsed by a celebrity than were older consumers. This is supported by Belch and Belch (2001) where they indicates that this is because older consumers are more knowledgeable and has strongly established attitudes.5.0 CONCLUSIONThis literature freshen aims to provide the assessment on the use of celebrity spokespersons in advertising to endorse brands. Through the findings the purchase intentions of consumers are closely related to the credibility of a celebrity endorser used in an advertisement, their perceptions of expertise of a celebrity endorser, the attractiveness and popularity of the latter as well as celebrity-product mix-match. However, as several failures show, it is essential for advertisers to be aware of the complex processes underlying celebrity endorsement, by gaining an understanding of the described concepts of source attractiveness and credibility, match-up analysis, and meaning transfer model. Further research efforts must be taken into consideration to develop a consistent, extensive and user-friendly tool to avoid wrong decisions and enhance the strategic quality of endorser decisions.Figure 1 Meaning transf er in the endorsement process (Adapted from McCracken 1989)Figure 2 The Five Components in the TEARS Model of Endorser Attributes

The globalization of media

The worldwideization of mediaThe globalisation of media is a pervasive phenomenon associated with several different theories and follows about its characteristics and consequences. Due to the considerable amount of transnational media which originates in the U.S, many fear that globalization will lead to an Americanization of the world, while others fear the power imbalance in media flows will weaken national sovereignty (Straubhaar et. al 2009, 531). The article Indigenity, media and cultural globalization The Case of Mataku, or the Maori X-Files by Kevin Glynn and A. F. Tyson supports the opposing view that globalization provides the opportunity for national cultures to counter the Eurocentrism in the global media market, though the western sandwich domination of the market does act as an obstacle against the expansion of productions by lesser known cultures (Glynn et. al 2007, 210). Despite minor setbacks in the arranging and flow of the article, Glynn provides developed and well-researched arguments in support of his view, and strengthens his dissertation further through the analytic thinking of an internationally known endemical television drama, Mataku.From the first parcel of the article, the authors thesis is clear contemporary media is comprised of a multidirectional flow of information and culture, rather than a homogenic and unilateral whizz. The global mediasphere is complex and differentiated, with evident cultural hybridity between local and global production (Glynn et. al 2007, 211).Firstly, analyzing the alternative view that globalization is an extension of colonization shows that it is an established view with strong vertexs in support of it. Cultural imperialists believe globalization poses similar threats to indigenous population as colonization did during the early colonial period (Rodricks 2003, 81). Similarities between globalization and colonization, as outlined by Rodricks (2003, 49) include the mood that both phenomena invo lve a focus on financial gain, a competition for consumers, markets, and resources, and a suppression of indigenous cultures (Rodricks 2003, 50-57). Furthermore, knowledge, as presented by global media, is expound as specialized, compartmentalized, and standardized (Kawagley et. al 1999, 121) which reflects the Eurocentric view that knowledge should provide universal definitions and categorized information (Henderson 2000, 35-37). This view of knowledge directly opposes the First Nations view that knowledge should involve collectivity, and decision-making as a community (Rodricks 2003, 79), further exemplifying the biases and Eurocentrism, evident in the global market.Glynn, although he does non deny the struggles faced by First Nations mediamakers against racism and stereotypical portrayals of minority cultures in mainstream television, has a more positive outlook of globalization as a trend that creates opportunities for establishing habitual recognition of indigenous identiti es (Glynn et. al 2007, 220). At one point he even suggests, through a quote from a Maori producer, Tainui Stephens, that the inevitable struggles against more dominant cultures in the global media market, can be an aid, as opposed to a hindrance, to the Maori quest for self-determinism, since it makes the Maori that much more determined to succeed (Stephens 2004, 114).Glynn raises several points to support his claim that the indigenous public sphere is continuously expanding through global media systems (Glynn et. al 2007, 211), and from each one of the points argon specific to his thesis and backed up with historical events, such as the establishment of Aboriginal television channels, or opinions of other scholars. For instance, he refers to Kraidys conclusion that through aspects such as immigration and colonial expansion, the local and the global go long been hybridized (Kraidy 1999, 459). He also refers to Stuart abodes view that the use of global media is key for cultural an d political survival of indigenous cultures (Grossberg 1996, 143), and Lisa Parks view that global media does not need to act as a tool for occidental cultural imperialism, but can instead be used to establish aspects of local culture and priorities (Parks 2005, 59). By providing an array of quotations and references to a number of people, some of whom are closely associated with the subject under discussion the Maori, Glynn presents a well-supported and thus, convincing position.The number of quotations and references which he presents depicts his analysis as one that is evidently well-researched. However, the implementation of this research at some points in the article, acts as an impediment to the organization and flow of his argument. Because of the various different views he references to from various people, there is a section in his article where he stacks, in a sense, one point after another, where each point counters the one preceding it. He begins with the dismissing of Marshall McLuhans concept of the global village as overly idealistic (Glynn et. al 2007, 209), counters this with the point that, in spite of this, the concept has a romanticism about it which disregards the issue that the global village is discriminatively governed by the West. Nevertheless, Glynn mentions as a counterpoint to this concept of power imbalance, neoliberalism promotes the idea of a free flow of information, and this point is then, in turn, countered with the argument that the concept of a free market is overly simplistic, and can have a suppressive effect on cultural self-expression. The fears associated with Western domination of the global media market is briefly discussed before finally arriving at the point which supports Glynns original thesis that such a view makes the fallacious premise that indigenous cultures do not have the ability to withstand Western imperialist power (Glynn et. al, 210). The way these points, each of which are supported by a differen t authors opinion, are presented sacrifices clarity since the reader may be susceptible to losing track of Glynns primary thesis due to the bombardment of other points that are raised, each in succession to the other.Despite this shortcoming, overall, Glynn presents a strong argument, with a substantial amount of support given through other opinions and relative research. The second part of the article deals specifically with Mataku, an indigenous production which has received both domestic and international success the popularity of this drama serves as an example which encompasses each of the points raised in Glynns thesis. A strength in Glynns discussion of the issue of globalization in relation to indigenous media production is, throughout the article, and primarily in the concluding section, Glynn does not present an overly idealistic view of the positive effects which globalization can have on the growth of national cultures. Rather, he reminds us that, despite the possibiliti es which globalization presents in regard to this issue, the undertakings involved in the production and popularization of indigenous media must be dealt with cautiously, and the struggles of First Nations mediamakers involving the establishment of institutions, the availability of funding, and the dominant Westernized views of mainstream media, are constant challenges. Glynn thus provides a convincing, optimistic yet practical view of the ways in which the globalization of media can contribute to the growth of the indigenous public sphere and the establishing of national cultures on a global scale.ReferencesBATTISTE Marie and James Youngblood HENDERSON (2000). What is Indigenous Knowledge?, in Protecting Indigenous Knowledge and Heritage A orbiculate Challenge, Saskatoon Purich Publishing Ltd, pp. 35 38.GLYNN, Kevin and A. F. TYSON (2007). Indigeneity, media and cultural globalization The case of Mataku, or the Maori X-Files, International Journal of Cultural Studies, vol.10, no. 2, pp. 205-224.GROSSBERG, Lawrence (1996) On Postmodernism and Articulation An Interview with Stuart Hall, in Stuart Hall Critical Dialogues in Cultural Studies. Edited by David Morley and Kuan-Hsing Chen. London Routledge, pp. 131-150.Joseph STRAUBHAAR, Robert LaROSE, Lucinda DAVENPORT (2009). Media Now Understanding Media, Culture, and Technology. Enhanced 6th Edition. Boston, Wadsworth/Cengage Learning.KAWAGLEY, Oscar, and Ray BARNHARDT (1999). Education Indigenous to Place WesternScience Meets inseparable Reality. in Ecological Education in Action On Weaving Education, Culture, and the Environment. Edited by Gregory A. Smith, Dilafruz R. Williams. New York SUNY Press. pp. 121.KRAIDY, Marwan (1999). The Global, the Local, and the Hybrid A Native Ethnography of Glocalization, Critical Studies in Mass Communication, vol. 16, no. 4, pp. 456-76.PARKS, Lisa (2005). Cultures in Orbit Satellites and the Televisual. Durham, NC Duke University Press.RODRICKS, Warren (2003). Globalization and Corporization The Evolving Nature of Education Online at , consulted on February 8th, 2010.STEPHENS, Tainui (2004). Maori boob tube, in Television in New Zealand Programming the Nation, Edited by Roger Horrocks and Nick Perry, Oxford Oxford University Press, pp. 107-15.

Entrapment in Waiting for Godot and Existence and Existents Essay

Entrapment in Waiting for Godot and Existence and Existents Samuel Becketts revive Waiting for Godot has been criticized as a play in which nothing happens-twice. Not only are Vladimir and estragon, the two primary char puzzle outers, unable to change their circumstances in the first act, the second act seems to be a replay of this existential impotence. Vladimirs remark vigor to be done, at the opening of the play, may be said to characterize the whole. Estragon complains that Nothing happens, nobody comes, nobody goes, its awful (Beckett 27). Ostensibly, the play is a series of meaningless conversations on subjects of no importance. One wonders, then, if it isnt true that nothing happens in this play and, hence, if the play has my real artistic merit. But something is happening. The characters are struggling to free themselves from a treadmill of an existence in which they are trapped-a struggle that is, perhaps, significantly like our own. let us first consider the rol e of time in the play. Vladimir and Estragon want time to pass but are forced to acknowledge that tear down when it does, nothing changes. In other words, the time they recognize offers them no genuine future. On the contrary, it promises them more of the same Estragon We came too soon. Vladimir Its always at nightfall. Estragon But night doesnt fall. Vladimir Itll fall all of a sudden, like yesterday. Estragon Then itll be night. Vladimir And we can go. Estragon Then itll be day again. (Pause. Despairing.) Whatll we do, whatll we do (Beckett 45- 46) If night would only come there would be an end to this day. But that is no hope since another day ... ...h, Colin. Angels of Darkness free reintic Effect in Beckett and Ionesco. New York Barnes and Noble Books, 1792. Fletcher, Beryl S., and John Fletcher. A Students Guide to the Plays of Samuel Beckett. Boston Faber and Faber, 1985. Fletcher, J. Action and Play in Becketts Theater. Modern Drama 9 (1966/67) 242-246. Iser, W. Becketts Dramatic Language. Modern Drama 9 (1966/67) 251-259. Kenner, Hugh. A Readers Guide to Samuel Beckett. New York Farar, Straus, and Giroux, 1983. Lamont, Rosette. Becketts Metaphysics of Choiceless Awareness. Samuel Beckett Now. Ed. Melvin J. Friedman. Chicago U of Chicago Press, 1975. Lyons, Charles R. Samuel Beckett. New York Grove Press, 1983. Metman, Eva. Reflections on Samuel Becketts Plays. Samuel Beckett A Collection of Critical Essays. Ed. Martin Esslin. New island of Jersey Prentice-Hall, 1965.

Essay examples --

Brandon KourDate 2/12/2014Mrs. Pohlonski1st HourA world of copyCloning use to be a topic of pure science fiction. Ever since the first successful clone, Dolly the sheep, was created by Dr. Ian Wilmut, scientists fork over been working on different techniques to clone animals and even humans. Scientist have positive several methods recently to clone animals. Harvesting Cells, Tissues, and Organs for cloning or later use advances scientists way to save lives and create the perfect baby. Cloning depose be used in medicine, the revival of endangered species, cloning livestock, and even in drug production. Cloning for medical uses has the ability to benefit millions of people. First of all, with cloning you can clone animal models of disease. Most scientists that test the cause and effects of human diseases use mice as test subjects. Usually scientists introduce the disease to the animals for testing. However, better-looking the animals the disease requires a lot of trial and error. Cloning could significantly diminish the time needed to create these animal models and the outcome would be a conjunction of genetically identical animals. In addition, scientist can use cloning to make stem cells. Stem cells are the building blocks of the dust that maintain and repair the body throughout ones life. Stem cells can repair the body by themselves and can be used to repair or regenerate damaged organs or tissues. Some scientists are even looking at cloning as a way to create identical stem cells from the same human and function prevent heart attacks or strokes. If a stem cell is cloned that has a disease researchers and scientist can understand the disease more and understand treatment. (Why Clone?, January 6, 2014) On June 11, 1993 a movie hit t... ...arize everything Harvesting Organs and tissues for cloning has many benefits. Whether its for Medical uses, Stem Cells, Bringing back extinct species, and Livestock cloning is emphatically going to help us in the future. But until then the low success rates and the low survival rates will just have to continue. In Conclusion Cloning is truly a remarkable way to save lives,bring the back, and even fix them. REFERENCES APA formatGenetic Science Learning shopping center (2014, January 8) What are the Risks of Cloning?. Learn.Genetics. Retrieved February 10, 2014, from http//learn.genetics.utah.edu/content/cloning/cloningrisks/ APA formatGenetic Science Learning Center (2014, January 8) Why Clone?. Learn.Genetics. Retrieved February 10, 2014, from http//learn.genetics.utah.edu/content/cloning/whyclone/

A Community for Everyone :: Internet Cyberspace Web Essays

A Community for EveryoneThe Net is not one thing. Its like asking Are women soft in bars? Thatss a silly question. Which woman? Which bar?(171). Amy Bruckman, founder of MediaMoo, a virtual community of interests using text, compares Internet communities with bars. She talks about how unalike people are comfortable in different bars just as certain people are interested in certain online communities. full because one person does not like one bar does not mean that the bar should be shut down. That person should simply not go to that particular bar. He or she should find another bar. In Finding Ones Own in Cyberspace, Amy Bruckman proves that the Internet does adduce or can possibly offer an online community that can fit anyones needs. Diversity is the internets greatest strength. Communities can be as exclusive online as they are in real life. Anyone can book an effect on his or her community, whether by starting a community up or just by having an input. Anyone can find a commu nity online. To start off, the internets greatest asset is its diversity. A person can find just about anything he or she wants on the Net, including an accepting community. The internet is fabulously vast and diverse. It may take a little time but Bruckman argues, If you keep an open mind, however, you may come across something good(172). As will be gone into later, people need to stop focusing on the negatives and concentrate on the positive aspects and possibilities in order to appreciate what the internet has to offer. Now, finding a particular Website should be becoming unproblematicr than ever. With new online architecture, it is becoming more and more easy to find these sites Depending on choice of background color and texture, type styles, and superfluous fade-in effects, for instance, a Web page can feel playful or gloomy, futuristic or old-fashioned, serious or fun, grown-up or child-centered(178). Online communities are making it simple to identify with them. In some c ases, a person would not even have to read the text in order to know if he or she has found the community he or she is feeling for. He or she would just need to look at background or images. For instance, if someone were looking for information on soccer, the website would show a picture of a soccer ball and the person would immediately know that the website is soccer related.

The Absolute Evil of Iago in Shakespeares Othello Essays -- Essays on

The Absolute Evil of Iago in Othello What marks consummate villainy is the willingness to be absolutely evil-to have no qualms about being diabolical and no strains of human morality. Because feeling for another leads one to experience guilt, even an iota of empathy is a character flaw that will lead to the d have gotfall of a villain. To succeed, the villain needs to emulate the character Iago in Othello, who consistently works his evil end-to-end the whole play and does not slip until the end, when there is simply no way he can turn the situation to his advantage. Iago is a model for the ultimate villain because he operates on a self-styled level of morality, such that he never doubts his actions, however diabolical the actions seem to the audience. The reasonable person is competent of this emulation, for rationality is the ability to reason out a new and yet coherent order a new order of values and beliefs that constitute his own system of mores. Convinced of this self-devise d system, the villain is able to convincingly impose it upon others and therefore, to manipulate them towards advancing his cause. Reason also empowers the villain with an aptitude for discerning an order in the midst of chaos and turning adversity into good fortune. With a self-defined strand of logic and reasoning, the villain fashions a write in code of ethics and morality fitting to his purposes, which makes his malice tolerable to him. The rational mind can utilise logic and reasoning to arrange values and beliefs in an order that is credible, and therefore irrefutable to the self. Reasonable, therefore believable and irrefutable-this customised moral code is convincing, and from this conviction, the villain will not be bothered by the morality ... ..., Inc., n. d. Fergusson, Francis. Macbeth as the Imitation of an Action. Shakespeare The Tragedies. A Collectiion of Critical Essays. Alfred Harbage, ed. Englewwod Cliffs, NJ Prentice-Hall, Inc., 1964. Frye, Northrop. Fools of T ime Studies in Shakespearean Tragedy. Toronto, Canada University of Toronto Press, 1967. Greenblatt, Stephen. Introduction to Macbeth. The Norton Shakespeare. New York Norton, 1997. 2555-63. Knights, L.C. Macbeth. Shakespeare The Tragedies. A Collectiion of Critical Essays. Alfred Harbage, ed. Englewwod Cliffs, NJ Prentice-Hall, Inc., 1964. Lamb, Charles. On the Tragedies of Shakespeare. N.p. n.p.. 1811. Rpt in Shakespearean Tragedy. Bratchell, D. F. New York, NY Routledge, 1990. Mack, Maynard. Everybodys Shakespeare Reflections Chiefly on the Tragedies. Lincoln, NB University of Nebraska Press, 1993.