Impact Of Celebrity Endorsement On Consumer Purchase Intention Marketing Essay

Impact Of Celebrity Endorsement On Consumer Purchase Intention Marketing Essay Celebrity endorsement has become a modern day staple of advertisement strategies, used to create distinctive competencies in increasingly competitive industries. This is especially the case with the telecom sector of Pakistan, which is one of the countrys most profitable industries and thus the level of competition is fierce and companies often resort to celebrity endorsement to impact consumer purchase intention. This research study aims to study the nature of the relationship between celebrity endorsement variables and purchase intention. The use of previous studies in this field has created a common set of variables that combine to form the celebrity endorsement factor and as such these variables have been extracted from the literature review. The identified variables are: image-fit, brand recognition, likeability, trustworthiness and attractiveness. The research primarily used a quantitative method for analysis as the author wanted the results to be less subject to the authors own intuition and thus his own bias. This analysis was obtained from questionnaires and formed the basis of the data used to regress the variables with each other. Overall, the regression and cross tabulation results concluded that all five variables had a significant impact on purchase intention with brand recognition and trustworthiness being given the highest value by consumers in terms of affecting their purchase intention. Acknowledgements I would like to express my gratitude to all those who helped me during the whole of my project. I gratefully acknowledge the help of my supervisor, Professor Fareedy who has offered me invaluable advice throughout the project. He has spent time and energy to aid in the completion of this project and none of this would have been possible without his patient instructions, insightful criticisms and expert guidance. I would also acknowledge the enormous support and advice received from my dear friend, Ammar Hameed, without whom this thesis would not have been of the quality that it is now. Table of Contents Chapter I: Overview Introduction Advertisement plays a vital role in the economy; it is the foundation upon which this fast paced world learns whats new and available. To sell a product in the competitive global market has become a challenging task. Homogenous products and brands make it difficult to choose from. Minor tweaks in design and voila a new product is ready for the shelves. However advertisement is major difference between the brands and their products and services. In order to survive in this trade, companies require sales to increase which would establish a label for the company seemingly creates a sense of belonging between the consumer and the product. This sense of belonging is awakened in the hearts of the purchasers by going along with celebrity endorsements where consumers can relate to their favorite celebrity that leads on to influencing demand for that brands product or service. When relating to celebrities, it is vital that companies choose celebrities who are up in the popular rating hence strengthening the scope of accomplishment in gaining market share for the particular brand, product or a service. It can be said that the popularity and the association of the celebrity with the brand has a direct relationship. As the popularity level goes up, so does the image of the brand in question. The basic idea of the endorsement is quite simple. General consensus is that people like celebrities, if those celebrities say that they like a product or a service naturally people will like what they like. It is as if by magic celebrities transfer their popularity from themselves to the products. Endorsement also might symbolize quality or any other related virtue. In order to sell a product we need to advertise and what could be better than to advertise on the shoulders of already successful sales i.e. celebrities. It is thus that this research project seeks to understand the how celebrities, and specifically their attributes affect, both positively and negatively, the purchase intention of the consumers and hence the title: Impact of celebrity endorsers attributes on consumer purchase intention Background The history of celebrity endorsement of products dates back to the 1760s. Josiah Wedgwood, the founder of the Wedgwood brand of pottery and chinaware, also called the father of the modern brand ; he used royal endorsements with regard to his brand to create a sense of aura and position the brand in such a way as to exceed its value in comparison to the value created by the product and services offered. The cigarette industry signed on entertainment personalities and used them in its ads in 1905. Since radio became commercial in the late 20s and the invention of TV screens in the 40s, celebrities have done commercials. Western culture has always flocked to the notion of a celebrity driven culture; whereby celebrities dictate the trends of the post-modern materialistic culture. Endorsements help the companies to gain strength in the market in order to be part of the consumers purchase basket. By doing so, sunrise companies prosper and develop into bug giants. Celebrities have a growing interest of the consumer population hence that image and aura is used in relation to a brand to influence the purchase decisions of people all around. This mechanism allows for change in tastes and interests with regard to the celebrity endorsement. Aristotle once said, Any brand can get a celebrity that is easy; but getting a celebrity consistent with the right brand to the right degree at the right time for the right purpose and in the right way; that is not easy. Significance of the Study The usage of famous ambassadors or celebrities in the department of marketing intervention and communications is growing since the late 1970s and has exalted to a percentage of nearly 25% at the end of the 1990s. Some researches show a positive direct economic effect of these famous endorsements despite they are very expensive. It ought to be of greath worth to the companies to know what product/brand goes with which celebrity in light of the expected outcome. Celebrity endorsements amount to millions of dollars in investments and the investment has to be on the mark to produce fruitful results. However to ensure soundness of the investment, appropriate time and money is alloted to the marketing department to match the product with the celebrity keeping in view the popularity ranking of the celebrity in question with forecasted predictions of his/her future public stance. This research measures the Impact of celebrity endorsers attributes on consumer purchase intention to keep a chec k on the consumers behavior patterns in relation to the associated celebrity endorsement. However, Although, marketing strategies if well directed could improve the message getting across thus creating a suitable link between the brand and the celebrity. In light of this, the planning process of the message and the brand equity management should cater to the celebrity appropriately. The research itself would focus on Lowe Raufs client, Nestle and how celebrity endorsements affect consumer purchase behavior and brand equity for milk. The milk industry in Pakistan is an ever growing industry with multiple competitors and multiple ad agencies vying to create effective communication channels for these brands. Milkpak for the first time in Pakistan is not the market leader and as such the use of celebrity endorsement is an effective way of readdressing that balance. Time Frame The time frame for this research project is 5 months, starting from August and ending in December. Research Proposal Submission (August 2012) Revisions to Proposal (1st September 2012) Literature Review (1st September 2012) Hypothesis Generation (1st September 2012) Theoretical Framework (1st September 2012) Methodology (1st September 2012) Data Collection (22nd September 2012) Data Compilation (6th October 2012) Data Analysis (13th October 2012) Results and Findings (20th October 2012) Final Submission (3rd November 30th 2012) Resources Zakria Fawad (Account Manager, Nestle) served as the primary source of reference as he handles the Nestle and Stylo accounts within the firm. Prior case studies generated by Lowe and Rauf also served to help gather further information of the research topic and as such was a useful resource. The GM, Anwar Kabir, was the secondary source of information, providing further insight as to the workings of the firm at a macro level. Chapter II: Lowe Rauf Lowe Rauf Lowe Rauf, Pakistan is an affiliate of Lowe and Partners international, which itself is a unit of Interpublic Group, one of the four biggest advertisement companies in the world. Situated in Karachi, Lowe Rauf firsts established itself in Pakistan in 1951 as an in-house agency of Unilever and gradually morphed into an independent company after a decade. This new independent company was called R-Lintas and was headed by Mr. Rauf who saw it grow and morph into one of the key players in Pakistans advertising industry. In the mid 90s, R-Lintas opened its doors to the Lahore market as well and has been thriving ever since in the city, creating many memorable campagins for some of the largest players in the industry, including but not limited to: Lux, Dalda, Nestle, Unilever Foods, Unilever Non Foods. In 2003, R-Lintas was taken over by Lowe and Partners International and was changed to Lowe Rauf Pakistan ever since with a new philosophy that focuses on fusing local ideas into everyday products that is known in its offices as, Populist Creativity. Mission Statement: Populist Creativity engage the many not the few to achieve top client satisfaction Vision Statement: To create the most significant, cultural and profitable IMCs in Pakistan Clients: Surf Excel, Walls, Nestle (all products), Mitchells, Rexona, Knorr, GFC fans and Stylo shoes. The Lahore office specifically caters to Nestle, GFC, Mitchells and Stylo. The most famous campaigns include: Kha Badami for Walls Daagh tau achay hotay hain for Surf Excel Commander Safeguard for Safeguard Rio Biscuits from Rio for Peak Freans Goals Objectives (2012) Continuous and stringent current client satisfaction for the next 3 years Develop effective communication channels with current client affiliates Increase research into changing consumer expectations based on the past 5 years Build and sustain corporate relationship with overseas subsidiaries Create IMC programs that consistently challenge, innovate and surprise Attract top industry clients whose contract terms with rivals are about to be expired IMC Services Offered IMC Strategy Formulation TVC Campaign Planning, Creation Execution Print Media Campaign Planning, Creation Execution Digital Media Campaign Planning, Creation Execution Media Production Media Buying Public Relations Strategy Press Releases Market Research Organizational Structure The Interpublic Group of Companies sits at the top of the chart with Lowe Partners followed by the local agency, Lowe Rauf, within Lowe Rauf, the Lahore office and the Karachi office function independently, with differing clientele. The Karachi office has eight different departments which include: Account Service, Account Planning, Creative, Finance, Media Buying, Production, Human Resource and Research. The Lahore office shares these resources for some functions, while running independently for others and thus it has smaller set of departments. It has a separate, Account Service, Creative, Media Buying and Production department, while the rest are shared with the Karachi office. Organizational Chart [Source: Lowe Rauf, Pakistan (2012). Organizational Structure, People Procedures Manual, pp. 3] Functional Departments Account Service Department: This department acts as a liaison between the agency and the client. It is responsible for maintaining the client portfolio along with working with the creative department and the client to ensure that information flows smoothly and to maintain a good working relationship with the client so that future work can also be brought in. The account services department, typically the account executive works to create a creative brief, which forms as the basis upon which the creative department comes up with ideas. Account Planning Department: The role of the account planning department is fundamentally to formulate a strategy that will drive all campaign objectives forward in a manner that is consistent with the agencys goals as well as the clients needs and the consumer perception of the brand in question. It is thus the most important department in the agency. Account planners frequently work with the research department because it is based on the information provided by the research team that they form their strategy and plans. Creative Department: The creative department is responsible for coming up with ideas for all campaigns. They use the creative brief provided by the account service department and use that to create print and TVC advertisements. The concepts created by this department are related back to the account service department which shows them to the client for approval. Often creative need to come up with multiple concepts because clients can be finicky and choosy. Media Production Department: The media production department is responsible for producing the TVC or print idea that the creative department has come up with. Once the final idea for the advertisement has been approved by the client, this department works with the creative department to create the advertisement so that a final form can be aired on television or published in newspapers, magazines etc. Media Buying Department: The media buyers use their sources and contacts to purchase advertising space wherever required at the cheapest rate possible. It is thus important to have a very low turnover rate within this department as one of the major ways through which lower rates are gained are through the media buyers contacts. These people also need to be aware of costs with regards to different locations, timings special occasions so that they can act upon it quickly, before the competition. Human Resource Department: The Human Resource Department, like any HR dept. at any organization is responsible for the planning and managing of personnel within the organization. This department mostly uses internet and websites to satisfy personnel needs, however sometimes newspaper advertisements might also be used. Market Research Department: The market research department is constantly in contact with consumers of different clients to understand how, when and why are consumer perceptions changing with regards to new campaigns and changes to brand. They also track brand health and measure equity if the client desires. Finance Department: Like with any other organization, the finance department controls all costs and cash associated with the firm at all levels. Market Strategy and USP Lowe Rauf follow a differentiation strategy in that their services are slightly expensive than most of the competition, however they make up for it by providing efficient services, that are uniquely creative as well as the fact that they are one of the fastest agencies in terms of creating campaigns. That is their major differentiating factor as well as the fact that they are highly experienced in FMCG goods and have a very successful portfolio with Surf Excel, Walls, Nestle, etc. USP: Their unique selling proposition is the fact that they can create uniquely creative advertisement campaigns within 10 days. Financial Statements Lowe Rauf Income Statement 2009 2010 Sales Rs. 22,145,385 Rs. 37,275,400 Direct Cost of Sales 0 0 Other Production Expenses 0 0 Total Cost of Sales 0 0 Gross Margin 22,145,385 37,275,400 Gross Margin % 100.00% 100.00% Expenses Payroll 9,965,423 16,773,930 Sales and Marketing and Other Expenses 3,321,808 5,591,310 Depreciation 0 0 Leased Equipment 0 0 Utilities 110,000 110,000 Insurance 0 0 Rent 1,110,000 1,110,000 Payroll Taxes 1,494,813 2,516,090 Other 0 0 Total Operating Expenses 16,002,044 26,101,330 Profit Before Interest and Taxes 6,143,341 11,174,071 EBITDA 6,143,341 11,174,071 Interest Expense 491,467 893,926 Taxes Incurred 1,535,835 2,793,518 Net Profit 4,116,038 7,486,627 Net Profit/Sales 18.59% 20.08% [Source: Lowe Rauf, Pakistan (2012). Financial Statements, People, Procedures Manual, pp. 17] Lowe Rauf Cash Flow Statement 2009 2010 Cash Received Cash from Operations Cash Sales 5,536,346 9,318,850 Cash from Receivables 15,501,770 26,092,780 Subtotal Cash Received 21,038,116 35,411,630 Expenditures Expenditures from Operations Cash Spending 10,939,820 18,414,048 Bill Payments 5,890,672 9,915,256 Subtotal Spent on Operations 16,830,493 28,329,304 Additional Cash Spent Long-term Liabilities Principal Repayment 2,100,000 2,100,000 Purchase Other Current Assets 0 0 Purchase Long-term Assets 0 0 Subtotal Cash Spent 18,930,493 30,429,304 Net Cash Flow 2,107,623 4,982,326 Cash Balance 10,522,869 15,505,195 [Source: Lowe Rauf, Pakistan (2012). Financial Statements, People, Procedures Manual, pp. 18] Lowe Rauf Balance Sheet 2009 2010 Assets Current Assets Cash 10,522,869 15,505,195 Accounts Receivable 5,787,578 8,527,857 Other Current Assets 1,331,100 1,331,100 Total Current Assets 17,641,547 25,364,152 Total Long-term Assets 0 0 Total Assets 17,641,547 25,364,152 Liabilities and Capital Current Liabilities Accounts Payable 1,157,516 1,705,571 Current Borrowing 0 0 Other Current Liabilities 0 0 Subtotal Current Liabilities 1,157,516 1,705,571 Long-term Liabilities 10,055,682 14,457,567 Total Liabilities 11,213,197 16,163,138 Paid-in Capital 12,700,000 12,700,000 Retained Earnings 2,155,612 -3,987,641 Earnings 4,116,038 7,486,627 Total Capital 6,428,350 9,201,014 Total Liabilities and Capital 17,641,547 25,364,152 Net Worth 6,428,350 9,201,014 [Source: Lowe Rauf, Pakistan (2012). Financial Statements, People, Procedures Manual, pp. 19] Chapter III: Industry Competitors Local Industry Pakistans media network has gained new benchmarks as compared to yesteryears. Once being an agriculturally dominated, Pakistan has developed in this aspect. Cable and television being accessible to wherever there is electricity and road side billboards being the hub of advertisement. Be it radio, television, billboards or internet, advertisement market of Pakistan has expanded its outreach whereby it is now creating alliance with celebrities from overseas and setting aside endorsements as per the requirement of the current times. This opportunity of hiring non- Pakistani celebrities for brand image reaches new popularity levels that were previously held by Pakistani entertainers. Pakistan is increasingly following in the footsteps of the Western world by adopting a celebrity driven culture; where latest trends, fashions and ideas are modeled after various celebrities. History is witness to the fact that investments in celebrity endorsements in Pakistan have increased rapidly in the l ast decade or so hence increasing the quality of competition as well promoting innovation in marketing strategies as well as product development. This chain of events have allowed Pakistan to grow in the positive direction hence creating awareness and increasing knowledge of the general public by means of massive advertisement projects in relation to gaining total strength of the consumer population. Huge investments require similar increases in revenue. Brand image once embossed within the consumers then the companies get their safe haven until they reap the fruit of their own mistakes. Thus companies are increasingly using celebrities to endorse their brands by either publicly using their product or appearing in advertisements for said products. The aim is to increase sales of the product by getting consumers to change their purchase behavior and buying more of the product (either by consuming it in greater quantity or buying more of the product). However celebrity endorsement does not automatically guarantee greater success, nor is the effectiveness same for every brand of a particular celebrity. Thus it becomes important for organizations to understand how celebrity endorsement affects their brand. The purpose of this thesis is to study the impact that celebrity endorsement has on a brand as well as the factors that determine the effectiveness of the endorsement for the brand in order to maintain successful brand recognition. Competitor Analysis The local Pakistani advertising industry is brimming with a multitude of advertising agencies and each day it seems a new one is opening up around the corner. However, most of the top agencies in Pakistan have been around for decades and have a stable client base with which they operate and conduct their business with. Orient McCann: McCann-Erickson is an affiliate of the Interpublic Group of Companies and is a multinational advertising agency with some of the largest and lucrative clients in the world. McCann Erickson combined with a local corporation, Orient in 1996 to form Orient McCann in Pakistan. It soon established itself as one of the best agencies in Pakistan and currently has the highest market share with major clients as Habib Bank, KFC and LOreal. Synergy Advertising: Synergy Advertising has made a name for itself in recent years by winning the award for the best print advertisements in Pakistan. It has also gained strides by roping in Moiblink as its client along with Engro Polymer and NBP. Synergy is the second largest advertising service in Pakistan today. JWT: JWT, another international company with significant backing has been in the industry for over 20 years and has some of the most loyal client base in the industry. JWT prides itself on providing discounts and other deals to its clients, which are unmatched in the industry. Its major clients include Bank Alfalah and Asiatic Bank. Interflow: Interflow was established in Pakistan in 1979 and was initially slow to get off the ground. However over the last 10 years it has consistently performed well and with international clients such as Samsung and LG, it continues to build its reputation in the market. Manhattan International: Manhattan International is one of the few advertising agencies, certainly the only recognizable agency in Pakistan that is actively affiliated with its international office. Most other agencies, including Lowe Rauf are independent organizations with the same set of rules and principles; however Manhattans strongest point is that it can take the help of its international counterparts for campaigns and that is why they are strong in Pakistan, even though they have been here for a very short duration. Their biggest client at the moment is PIA. Pak Media Com: Pak Media Coms claim to fame has been one intensely popular campaign that has made them famous on the circuit. That campaign is the recent Ufone advertisements which have taken the industry by storm. Deemed to be the most recognizable and most appreciated advertisements amongst teenagers and young adults, these advertisements have put Pak Media Com on the map. Midas: Midas has started relatively recently in Pakistan and has been able to get the Indus Motor Company as their clients, along with a recent contract with Samsung post 2012, once their partnership with Interflow expires. This has made them a prominent player in Pakistans increasingly competitive advertising landscape. Evernew Entertainment: Evernew Entertainment has been around for over 20 years but has slowly seen a decline in its client base with the emergence of new players in the industry. It still has a few significant clients, such as Dawlance, which make them a worthy competition even now. Mindshare Pakistan: Just like Evernew, Mindshare has also been in operation for a long time but has a dwindling client base, however with Nokia still in their portfolio, they are deemed significant enough by the other agencies. Argus Advertising: Argus Advertising is not a large firm (as compared to the others on this list) but they have a very large, very profitable client in Sony. Although their client base is limited, the presence of Sony in their portfolio has been the envy of many Pakistani advertising agencies. Competitor Form Sheet [Source: Lowe Rauf, Pakistan (2012). Financial Statements, People, Procedures Manual, pp. 21] Financial Ratio Comparison Lowe Rauf with Argus Ever new Ratio Analysis Lowe Rauf Argus Evernew Sales Growth 9.60% 7.20% 11.40% Percent of Total Assets Accounts Receivable 32.17% 42.06% 35.75% Other Current Assets 7.20% 5.74% 3.41% Total Current Assets 100.00% 100.00% 100.00% Total Assets 100.00% 100.00% 100.00% Current Liabilities 5.89% 6.46% 5.42% Long-term Liabilities 57.60% 34.46% 13.63% Total Liabilities 63.49% 40.93% 19.05% Net Worth 36.51% 59.07% 80.95% Percent of Sales Sales 100.00% 100.00% 100.00% Gross Margin 100.00% 100.00% 100.00% Selling, General Administrative Expenses 106.55% 85.91% 74.60% Advertising Expenses 21.25% 16.22% 15.09% Profit Before Interest and Taxes -2.60% 22.01% 37.23% Main Ratios Current 16.97 15.47 18.45 Quick 16.97 15.47 18.45 Total Debt to Total Assets 63.49% 40.93% 19.05% Return on Net Worth -29.16% 72.40% 80.99% Return on Assets -10.65% 42.77% 65.56% Additional Ratios Year 1 Year 2 Year 3 Net Profit Margin -6.55% 14.09% 25.40% Return on Equity -29.16% 50.68% 56.69% Activity Ratios Accounts Receivable Turnover 3.79 4.6 2.9 Collection Days 56 78 82 Accounts Payable Turnover 12.05 12.17 12.3 Payment Days 27 26 29 Total Asset Turnover 1.63 2.13 1.81 [Source: Lowe Rauf, Pakistan (2012). Financial Statements, People, Procedures Manual, pp. 17] Chapter IV: Literature Review Literature Overview From a marketing perspective, it is important to understand each and every aspect that has an impact on the brand (and product). Hence there are innumerable studies that have dedicated themselves to understanding the factors that lead to an increase in marketing effectiveness and leading to the ultimate aim of greater purchases and greater brand equity. Celebrity endorsement is one such factor that impacts purchase behavior and as such there have been studies that have been dedicated to not only studying the impact of this variable but also how it can be utilized to increase marketing effectiveness as well as the precautions that must be taken into account. The following reviews consist of studies relevant to this study. Celebrity Endorsement Hidden Factors to Success T

Prospero and Ariel Essay

   She just wants to be. This is why I want Lady Macbeth to show her emotions quite clearly when she is telling the spirits to take her emotional ways. I want her to be yelling these things and perhaps crying as she says to take all these things away from her. As soon as she says â€Å"Come, you spirits† I want her to drop to her knees with her hands spread out above her head, beckoning them to come to her. Lastly when she says â€Å"to cry, ‘Holy, hold,’ I want her to just cry silently holding herself tightly, her head down. This would have intrigued both Elizabethan audience as well as today; all though she wants to be apart of evil spirits and kill someone who in Elizabethan times would have been chosen from God, which would be a sin above all sins, not only to kill, not only to trust the witches but to kill somebody appointed from God would be blasphemy. But she would still have emotion showing that she is still human. After this soliloquy I want fog to immerse her to represent the evil that is folding around her and I want the lights to go out. When the lights come back on I want her to be in perfect condition, like it had never had happened. This is when Macbeth will enter. In this first section of the play there are certain words I need the actress to put extra emphasis on. We know that Lady Macbeth is controlling, evil, power-hungry, and a temptress. This is why during this scene I want her to say â€Å"Thus thou must do, if thou have it† hissing the words, and grinning slightly to herself. This represents how she is plotting her evil ways to kill Duncan. Also when she says â€Å"bear welcome in your eye, your hand, your tongue: look like the innocent flower But be the serpent under ‘t† I want her to have one hand on Macbeth’s face tracing over it and another hand around his waist, very close into him. I want her to make serpent loud and very clear for it is very important. Elizabethans are very religious as noted before, but the serpent is a representation of the serpent in Adam and Eve. Where it deceives Eve and makes her eat the apple. Elizabethans would be fearful of snakes and they would have dark and evil aspects associated with this animal. Which is why their must be great emphasis on it. I do this to emphasize her control over Macbeth, by touching him and to show him how to manipulate his face, but also how she uses her sexuality to make him do so. Lady Macbeth has the last words in this scene, this shows her power over Macbeth and how she is the one leading. Now Shakespeare tends to keep the last lines a rhyming couplet to summarize the scene. This one though does not fit this pattern, it ends with â€Å"Leave all the rest to me. † This is to emphasize that Lady Macbeth is going to be the one to kill Duncan. This sentence is very important for she also cuts off when Macbeth says â€Å"We will speak further,† this shows how Lady Macbeth is controlling Macbeth; she is giving him no choice. This relationship bond would have also intrigued Elizabethans at this time. Not only was she condemning herself to eternal damnation she also was being the man in a relationship. Woman Elizabethans would have been thought to just smile and give men children, while cooking and cleaning. Lady Macbeth defies this view on woman, for she controls her husband and tells him exactly what to do. While in today’s society this would be almost considered normal that she had some power in the relationship. Later on in the play we see a gradual change in Lady Macbeth. The scene where I feel there is the most contradictory to what we first see of her is in act 5 scene One. In this scene we see Lady Macbeth’s mental state be torn and how she goes into madness. She is sleep walking, and dreaming of the murder of Duncan. Before Lady Macbeth even enters the stage, she is already being talked about behind her back, by people who had once been a lower status then her. This immediately shows Lady Macbeth has lost her status, and control. When Lady Macbeth enters the room, she is holding a candle. This is very significant because it shows how Lady Macbeth is afraid of the dark, and in this case the dark is associated with evil. For this reason I want Lady Macbeth to be holding the candle very close to her bosom and protecting it from the wind or any draft. She must seem very close to it and must not let it out of her sight. When she says â€Å"Hell is murky† I want her to say it extremely slowly with her eyes closed and her face in pain while her hands wrapped around herself. I pay close attention to this because it now shows how Lady Macbeth who once did not care of hell, is now scared of it. I want her hands wrapped around her for this particular sentence to show how she is alone and vulnerable as well as her eyes closed. This further proves that she does have a conscience. This scene is very significant to the audience to see such a change in Lady Macbeth. I would need Lady Macbeth to not look at anyone straight in the eyes; she would have to seem in another world. For she is, she is dreaming. Her hair would probably be tousled to further indicate her inability to keep up with reality, slowing falling into her own little world. We see her trying to rub the blood off her hands (which in reality is not there), we know this for the gentlewoman says â€Å"washing her hands; I have known her continue in this a quarter of an hour† and Lady Macbeth says â€Å"Yet here’s a spot†. By spot Lady Macbeth refers to Duncan’s blood on her hands and in her mind she cannot get it off, it’s a stain on her conscience. Her conscience is controlling her, doing exactly what she didn’t want to happen in the first place. She wanted control; she wanted to be able to do this without caring about the death of men yet she goes into madness from doing it. This part is also in straight relation to when Macbeth killed Duncan, for he had said that there was blood on his hands, â€Å"Will all great Neptune’s ocean wash this blood Clean from my hand? † But at that point of time Lady Macbeth had taken it literally, and told him to wash his hands, â€Å"A little water clears us of this deed;†. While now she now see’s how it never goes away no matter how much she scrubs. Lady Macbeth feels as if she is a murderer and what she has done cannot be undone. But also to this self hatred and regret she also believes she has made a monster as well. She says â€Å"Thane of Fife had a wife: where is she now? † Shakespeare draws immediate attention to this sentence for it’s a rhyme. Shakespeare is emphasizing how Lady Macbeth knows Macbeth killed her, and that this killing had also helped with the tearing of her conscience. She feels that she created this beast and that it is her fault that the wife of the thane of fife is dead. I want her to say these words shaking her head and crying, to show how much that this one death has affected her more because she did not want her to die. During this scene Lady Macbeth now speaks in prose. This shows how Lady Macbeth has a loss of control and status. It is also very highly punctuated this forces the actress to speak in a broken fashion, which reflects Lady Macbeth’s state of mind. I want the actress to embrace this and speak with lots of different paces and pitches. I don’t want her to speak with anything flowing, every word should b disjointed almost, especially when she repeats what she said in the earlier scenes such as â€Å"Fie, my lord – fie! A soldier and afeard† and also â€Å"Here’s the smell of the blood still: all the perfumes of Arabia will not sweeten this little hand. Oh! Oh! Oh! â€Å", which related to what Macbeth had said before â€Å"Will all great Neptune’s ocean wash this blood Clean from my hand? No, this my hand will rather The multitudinous seas incardine, Making the green one red. † I perceive this as a very sad scene. The Doctor’s last words in the scene make us pity Lady Macbeth. Elizabethans would have seen Lady Macbeth almost as a devil, today even we would have seen Lady Macbeth particularly evil, but in this scene this perception of her transforms into pity and sorrow for her. We see her being tortured by her wrong doing. The Doctor says â€Å"Still keep eyes upon her†, he talking about God to take care of her and to forgive her of her wrong doing and make her soul at peace. The Doctor knows what she has done, for Lady Macbeth in her dream state is spilling the murder. Even with this he asks for God to look down upon her and protect her from herself. These lines he speaks would have to be much emphasized with a lot of sadness in his tone of voice. Perhaps after his lines Lady Macbeth could drop to her knees and start frantically rubbing her hands with desperation to further make the audience have a touch of heart for Lady Macbeth. All though I think today’s audience might only slightly pity Lady Macbeth, while in Elizabethan’s times not at all. Elizabethan’s would be glad that Lady Macbeth is in pain and is suffering from her wrong doing, and they would of thought that if you do evil, God will punish you.

Week paper

Also, studies suggest that sound and thorough logic is required when applying innovation to an ineffective business practices. These goals can be better achieved by taking advantage of the efficient communication abilities of logical spatial intelligence. Thus, multiple intelligence assessment provides unique insight to practical communication and leadership practices. Introduction After completing the multiple intelligence assessment from the website literacy. Norms. Com, my top three learning styles were logic or math, nature, and spatial intelligence.Math or logic was my highest score, and I believe hat of my three best scores, math or logic is the most useful skill to communication and leadership. According to the website, the math or logic intelligence suggests that I focus on relationships between things and how things work. Additionally, critical thinking is a strength of math or logic intelligence. Some noted activities for math and logic thinkers that may be useful in leader ship roles include organizing complex materials, and looking at things critically. An example of such logical critical thinking would be looking at an advertisement in terms of its functional parts.A logical way of joking at an advertisement may ask, â€Å"what are the parts of the advertisement and how do the parts work together to make the advertisement effective? † Discussion Spatial learners, according to literacy. Works. Com, excel at visual organization. This type of learning seems to have a synergy with logical learning. I feel that spatial thinking is a visual manifestation Of logical thinking. The website further explains some useful spatial skills as working with charts and graphs, color coding, and other forms of visual representation.This skill set jumps out to me as excellent tools for communication. Being able to logically process ideas and then display them in clear and organized visual displays is an excellent way to communicate ideas. The recent popularity of power point presentations which use computers to generate organized and aesthetically pleasing spatial displays in order to communicate ideas show the immense power of spatial communication and leadership. In fact, throughout my previous education I have been very successful producing effective communication with spatial displays.Whether using physical props for public speaking class or presenting power point displays of my clinical research, refer use of spatial thinking. Accounting for one's own intelligence style as well as the intelligence style of subordinates is a useful strategy for effective leadership. Being a logical thinker has the advantage of being able to see how these various different learning styles fit together. When building teams, intelligence styles may be considered in two ways. In some situations it may be effective to build teams from similar types of people who understand each other and relate well together (Watson, 1993).In other times it may be beneficial to build a diverse team made Of many different intelligence types ho contribute a variety of different strengths and outlooks to a project. Either way, it is useful to know what are the strengths and weakness of the team members in order to devise a strategic grouping of working teams. Indeed, the research of Hopkins and Hopkins assert that a diverse workups provide such benefits as â€Å"increased profitability, learning, creativity, flexibility, organizational and individual growth, and the ability of a company to adjust rapidly and successfully to market changes†. Limitation means doing things in new and different ways which may be better than the old way of doing the same thing. When people with different learning types work together innovation can occur as each team member can communicate from a unique perspective. Rather than continuously repeating inefficient processes that seem natural to a particular intelligence type, a different intelligence type may be able to po int out improvements to the process that had been hidden to the other group members from their own intelligence perspectives. Roach and Bed near present a very complex research article analyzing the logic of innovation in business.At the conclusion of their complex logical reasoning they deduced some key summarizations about the SE of logic in management. For one they suggest that when applying change to a business, managers should not only look for simple cause and effect relationships. Instead they should look for deeper logical relationships. In their paper they cite a case of the Jacksonville Sausage business in which a simple linear cause and effect scenario seemed to suggest from the worker's point of view that managerial micro-management was leading to workers' errors.While the same situation from the linear cause and effect view Of the managers looked as if workers' errors was the cause of necessitated micromanagement. However, the authors suggest that simple linear logic wa s limiting the vision of the overall situation and disguising the fact that were individual outside factors to blame for both worker error and the micromanagement. The lesson to be learned was that a more powerful logic beyond simple linear cause and effect gave a richer understanding of the business and the required innovations to correct its problems.Such innovation is the advantage of a manager with logical ability. In a study of risk communication Via visual displays, Lipids and Holland discuss the advantages of spatial communication. The first advantage of spatial displays n communication is that they can reveal information that is difficult and cumbersome to communicate in other ways. For example line graphs excel and revealing trends while pie charts are unmatched at indicating proportions. Second, spatial displays quickly and easily communicate numerical information.And third, spatial displays are attention grabbers. Each of these advantages can be utilized by managers who m ake effective practice of spatial communication. Conclusion Each person is different in his or her abilities and intelligence types, but each uniqueness has something to contribute to effective leadership. Specifically, the intelligence attributes of logic and spatial reasoning are particularly effective at developing leadership communication skills.

Understanding Split Infinitives in English Grammar

In English grammar, a split infinitive is a construction in which one or more words come between the infinitive marker to and the verb (as in to really try  my best). Also called a cleft infinitive. A  split infinitive  is sometimes regarded as a type of tmesis. I think the evidence is conclusive enough, says editor Norman Lewis: it is perfectly correct to consciously split an infinitive whenever such an act increases the strength or clarity of your sentence (Word Power Made Easy, 1991). Examples and Observations Here are some examples of split infinitives, and descriptions of the term and its uses from other texts to help you better understand their function: To deliberately split an infinitive, puristic teaching to the contrary notwithstanding, is correct and acceptable English.(Norman Lewis, How to Speak Better English. Thomas Y. Crowell, 1948I was wise enough to never grow up while fooling most people into believing I had.(attributed to Margaret Mead)Hamilton from boyhood on was an overachiever, one who found it necessary to more than compensate for his feelings of inadequacy.(Peter R. Henriques, Realistic Visionary. University of Virginia Press, 2006)Her first class wasnt until the afternoon. That would give her time to quickly head to the house, then come back and grab a bite to eat in the cafeteria.(Kayla Perrin, The Delta Sisters. St. Martins Press, 2004It seemed that he had caught [the fish] himself, years ago, when he was quite a lad; not by any art or skill, but by that unaccountable luck that appears to always wait upon a boy when he plays the wag from school.(Jerome K. Jerome, Three Men in a Boat, 1889Milton was too busy to mu ch miss his wife.(Samuel Johnson, Lives of the Most Eminent English Poets, 1779-1781News of the government’s plan to on average halve pay for the top 25 employees of firms that took two bailouts ricocheted down Wall Street on Wednesday.(Eric Dash, A New Challenge for 2 Ailing Banks. The New York Times, Oct. 21, 2009The phrase to solemnly swear is at best an explication of what is implied in the idea of swearing, at worst a pleonasm.(Peter Fenves, Arresting Language: From Leibniz to Benjamin. Stanford University Press, 2001 A 19th-Century Proscription Hostility to the practice of splitting infinitives developed in the nineteenth century. A magazine article dating from 1834 may well be the first published condemnation of it. A large number of similar prohibitions followed. The first to call it a split infinitive was a contributor to the magazine Academy in 1897. (Henry Hitchings, The Language Wars. John Murray, 2011) A False Analogy With Latin The only rationale for condemning the [split infinitive] construction is based on a false analogy with Latin. The thinking is that because the Latin infinitive is a single word, the equivalent English construction should be treated as if it were a single unit. But English is not Latin, and distinguished writers have split infinitives without giving it a thought. Noteworthy splitters include John Donne, Daniel Defoe, George Eliot, Benjamin Franklin, Abraham Lincoln, William Wordsworth, and Willa Cather. Still, those who dislike the construction can usually avoid it without difficulty. (The American Heritage Dictionary of the English Language, 4th edition, 2000)The split-infinitive rule may represent mindless prescriptivisms greatest height. It was foreign. (It was almost certainly based on the inability to split infinitives in Latin and Greek, since they consist of one word only.) It had been routinely violated by the great writers in English; one 1931 study found split infinitives in English literature from every century, beginning with the fourteenth-century epic poem Sir Gawain and the Green Knight . . .. (Robert Lane Greene, You Are What You Speak. Delacorte, 2011) Clarity and Style In fact, an unsplit infinitive may be less clear than a split one, as in He decided to go boldly to confront his tormentor, where it is unclear whether boldly is attached to go or confront or perhaps both. (Jean Aitchison, The Language Web: The Power and Problem of Words. Cambridge University Press, 1997)The condemnation of  the split infinitive  seems so devoid of adequate justification that, personally, I am accustomed to look upon it as merely idiosyncratic. The use of the idiom can be defended on various grounds, not the least substantial of which is the need of allowing language that freedom from purely artificial restraints which it continually and successfully claims. . . .Adverbs of one or two syllables readily adhere to the verb as prefixes, and thus disguise their reprobate individualities. But it is generally assumed that there is no glue strong enough to make such processional words as circumstantially, extraordinarily, disproportionately, and the like,  stick withi n  the split infinitive,  and therefore they must  be trailed after  verbs like cartloads of bricks. The majority of the adverbs in common use, however, do not attain such unwieldy dimensions, and  may  well be admitted within  the split infinitive,  especially if  clarity  of apprehension is promoted  thereby. And  surely the idiom is not to be pilloried if it serves to make the sentence more harmonious—as, for instance, in He decided to rapidly march on the town, where to march rapidly is certainly less pleasing to the ear. From such considerations as these I therefore infer that  the split infinitive  does not merit the censure which critics frequently bestow on it.  (J. Dormer, Split Infinitive. Notes and Queries, January 21, 1905) The Lighter Side of Split Infinitives Would you convey my compliments to the purist who reads your proofs and tell him or her that I write in a sort of patois which is something like the way a Swiss waiter talks, and that when I split an infinitive, God damn it, I split it so it will stay split.(Raymond Chandler, letter to Edward Weeks, Jan. 18, 1947. Quoted by F. MacShane in Life of Raymond Chandler, 1976)