Comprehensive Australian Programme of Law Reform Essay

Extensive Australian Program of Law Reform - Essay Example This move has been outfitted towards guaranteeing that the extent of potential obligation is limited, for instance through the constraining of individual risk borne by clinical professionals who offer help to those individuals at a higher danger of injury or who need crisis clinical assistance; and lessening the harms that might be granted in such cases in order to restrict the presentation of guarantors with the goal that they might give better and increasingly moderate spread to the individuals who need it. One significant component to bring up at this stage is the way that the vast majority of these changes really contrasted with the proposals set forward by the IPP Committee Report, which was supportive of national and uniform law reaction to the ward emergency on instances of risk, carelessness and grant of harms (Ellison, 2005). In fact different governments that have come up since 2002 have attempted to establish and actualize law changes that tended to obligation, carelessnes s, and harms. ... 2.0 The law changes 2.1 Establishing risk The obligation laws think about the custom-based law and rules of bureaucratic and states governments. In these arrangements, an individual who is harmed or has endured a misfortune or in any case caused harm may initiate an activity focused on pay based on the tort of customary law of carelessness that depends on deficiency; penetrate of agreement; and break of the arrangements specified in the Australian Consumer Law that was affected in 2011 that supplanted arrangements of the Federal Trade Practices Act 1974 identifying with item risk and security of produce. In setting up the obligation of an individual in tort, the issue of predictability becomes possibly the most important factor. An individual has an obligation of care to someone else according to the law of tort. The litigant had a case to reply in the event that he was in a situation to find ahead of time sensibly, that the harmed individual would endure misfortune or was in danger of doing as such yet the respondent neglected to make important preventive move (Australian Government Treasury; 2002; 2004; Harlow, 2005). This part of contributory carelessness is contained two segments to be specific the predictability of hazard identifying with hurt and a figuring of the degree of carelessness additionally called the ‘negligence calculus’. In view of the above arrangements, an individual is liberated from obligation for neglecting to play it safe if the hazard being referred to is unforeseeable and can be set up as being so. To know whether a hazard is predictable or not, it is given that such a hazard ought not be so likely to a degree that any sensible individual or somebody in their basic faculties would disregard it (Trowbridge and Deloitte, 2002). Having just settled the part of

Social Media Marketing And Twitter Marketing Essay

Web-based social networking Marketing And Twitter Marketing Essay Web-based social networking Marketing 2.0 and Twitter The capability of Twitter as a small scale blogging webpage has expanded exponentially with regards to Social Marketing 2.0. Its sound judgment. Recognize your supporters. 2) The threat Many café proprietors I have spoken with accept that Twitter and Facebook is all they need. Advance different people groups content: This shows you are not simply contemplating yourself. In the online world, it causes a ton to have a decent site to make your business noticeable to the online world. The potential outcomes are huge for pulling in and arriving at intrigued clients. Here are a few principles to recollect: Make tweets that motivate, teach, and draw in your crowd. Tweet Adder is among these applications and stays to be one of the most considerable ones accessible in the market. In any case, something like this must be unrealistic. In the two cases, these individuals are likely more inspired by amount as opposed to quality. Relatively few individuals realize who is the CEO of Pepsi, yet Pepsi is the item individuals will be looking for on the off chance that they need data about Pepsi and new drinks and so forth. Its a mental thing. Normally for a business, it is to associate with their present or future clients, and at last increment deals. One of the significant however most overlooked procedures in showcasing your business online is tuning in to your potential clients and to your objective market. These long range interpersonal communication destinations permit the advertiser to pre-offer their products to the online network and build up a stage for proceeded with collaboration with p resent and potential customers. There are a few advantages and shortcomings to utilizing Twitter for your independent company, lets investigate them when contrasted with SMS instant message advertising. At the point when you begin to fabricate your online nearness and your supporters trust you as a genuine system advertiser they will be prepared to retweet your messages and even advance your items in the end. As it is generally considered the most mainstream, we will set off with TweetAdder. Do you own a site or have an item you are hoping to showcase and are thinking about whether Twitter auto follow apparatuses would be directly for you? To be fruitful on Twitter, you should manufacture your locale by posting authentic, significant substance, and consistently drawing in genuine devotees. With that, you can get bits of knowledge about your image. It is one of the numerous aftereffects of the constant research and studies that have been done before and stays to be an uncommon advancement that has totally made our lives especially simpler. Offer support or assist them with finding a solution to their inquiries. Possibilities are innately narrow minded, and keen on what benefits them. Make your profile comparable yet take it to the following level by including activity words that constrain a watcher to get energized and need to explore further. I dont need my better half to whine that Im not investing energy with her. Truth be told, most naysayers state that Twitter (and internet based life) when all is said in done are futile for web crawler promoting. The best type of Twitter showcasing now and again isn't also advertise by any means. Web advertisers who are not utilizing twitter effectively are passing up a significant crowd. Here are 7 bizarre approaches to release the monstrous intensity of Twitter in your independent company. Converse with them, tail them and afterward hope to be followed too. Television famous people, organizations companions and Countries everywhere throughout the World are exploiting the potential it needs to likewise advertise your business. This in just 140 characters. The distinction in fruitful web promoting efforts is the capacity for the web advertiser to draw in the clients. More or less, the more dynamic your Twitter account is, the more possibilities that you can develop your devotee base. Attempt the 7 stage plan and let me know. 3) Try to follow the same number of individuals as you can that you think may have an enthusiasm for your business, you can constantly scan for clients you think may be keen on what you bring to the table. Inquiries can be search explicit dependent on words, individuals, places, dates, perspectives, and other. * Twellow. Isnt that the sort of traffic all organizations are hoping to pull in? This is the primary spot to look. Without a doubt, Twitter doesn't have interface juice. Online life is another advertising middle and should be dealt with in an unexpected way. As headways keep on rising, a couple of more systems might be added to this rundown. You can have Twitter devotees in different dialects. Social Marketing 2.0, as this methodology is succinctly called, includes advertising through internet based life locales like Twitter, Facebook, YouTube, etc. Its a work of art, yet for some, it should be cubism. In this article, youll learn 3 little-realized Twitter Marketing privileged insights that the inward hover of social advertisers use to develop their business. On the off chance that you help somebody, they are inclined toward you since you set aside the additional effort to help. On the off chance that your Twitter page is fresh out of the plastic new and youve just began utilizing it, utilizing your Twitter advertising apparatuses, follow up to 50 individuals for each day for the initial scarcely any weeks or something like that. There are a large number of Twitter clients which could be of an incredible assistance for your business. The web advertisers expect to accomplish their focused on objectives inside time limits with greatest additions. Fabricate Connections Gaining numerous supporters isn't sufficient. Thusly, individuals are bound to remember you as a specialist in that specific field, and will regularly follow your image to work with you. Incorporate every one of your adherents (when proper) in your thank you when somebody re-tweets or notices you. Use Tweetdeck: Tweetdeck is a program that will show you your companions refreshes, your answers, and your immediate messages across the board place. So your objective must be to fabricate an email list. Organizations should tweet, at least, when daily. By and by, dont try too hard on the grounds that you dont need to exhaust individuals. That is the most ideal approach in light of the fact that else you start to lose force when you start stressing over how others dont realize how to utilize Twitter all the more productively. Have a go at responding their exertion, also, so the relationship turns into a two-way road, opening the lines of correspondence and setting up a relationship. 5. There are a few free devices out there that can assist you with achieving this. 2) You can Tweet deals, advancements, item exhortation and limits. You can tweet as frequently as you like. There arent many. Its simply like in reality. Why? Consider the possibility that you had 100 supporters and they each had 100 of their own and afterward they had 100 also. Offer great substance. Standing by too long can hurt the relationship. Organizations and brands have persistently misused new and one of a kind types of ad, directly from regular papers, radios and TVs to the most recent internet based life. Theyll like you more and youll get more adherents that way. Youll need to construct an after which, in the first place, will expect you to tail others in a similar specialty. On the off chance that you have supporters inspired by these issues, at that point its a characteristic method to produce extra enthusiasm for your book. 5. Its an exponential apparatus. Multiple times works extraordinary in light of the fact that you can send it in the first part of the day, at that point an update toward the evening, and another around evening time with a notification about its termination. Twitter showcasing is one of the best methods of advertising yourself through internet based life. Remark on different posts. Tweet Nonsense This sounds insane, yet listen to me. I follow around 24,000 to 25,000 individuals now. In any case, the quantity of characters in each Tweet acts like a constraint to your MLM crusade. Notice others. Dont be an alien to the network and dont let your devotees disregard you. Applications like these permit you to plan tweets, deal with your rundowns, and fabricate takes care of for specific key terms, individuals youre following and hashtags, (for example, #amwriting, political spine chiller, and so on.). With Apple detailing as of late records deals of their Macintosh PCs including the iMac and MacBook frameworks, programming designers have been progressively attempting to discharge their products for OSX clients just as their customary customer base based of Windows. That is Right Twitter Auto Follow Tools Help Your Page Rankings. Its opportunity to talk inconveniences too. This is an incredible method to get your advertising out there as well as get following to perceive how powerful it is. All things considered, a few system advertisers have formulated courses through which you can showcase the items offered by your business on the web. This could be the point at which they notice you or a catchphrase for something you might be advancing. An excessive amount of promoting, or spamming the record doesn't draw in clients, rather has a negative impact. Using your twitter promoting system. What you can do is compose an introduction like New blog entry: before the title of your substance. 5. Its developing with new clients at an astounding rate with a large number of new recruits each day. Keep in mind, Twitter is only an apparatus. Web based life is an incredible vehicle to develop, interface with and fabricate your online network. Individuals go to the web to discover answers and arrangements and you can advance your business by giving your clients what they need. Ââ · Post great and instructive connections. This is additionally useful to develop your devotees. This article will offer a few proposals to make your Twitter experience a positive one and arrive at another shopper base as well as produce extra income with just a couple of additional snapshots of your time. Presently, simply trust that your Tweet will rank for your catchphrase expression on Google. Twitter is a piece of a bigger gathering of internet based life web 2.0 destinations. This will make your devotees mindful that your image exists and your tweets arent simply like PC produced or something. Its more reasonable than you may might suspect and it permits your organization to get saw on one of the most well known online life locales today! Around evening time (particularly Friday after 6 PM), your posts could become mixed up in a major convergence of updates. 9. supporters can modify their twitter promoting str

A Comprehensive Guide to Crying on Campus

A Comprehensive Guide to Crying on Campus You trudge out of Walker after your third midterm this week, disheartened and hoping that the test will be ridiculously curved it couldn’t just have been you who did bad, right? You want to sleep, preferably for around 24 hours to catch up with all the sleep you’ve missed this week. Seriously, when’s the last time you went to bed before 5 AM? But alas, your wish is to go unfulfilled. You have another midterm tomorrow morning at 9 AM, a pset due at noon, and a lab due at 5 PM. You haven’t started working on any of them, and it’s already around 9:45 PM. If you’re like me, you’re probably undergoing what I like to call This Is Fine Syndrome, a condition in which the sole symptom is verbal/mental repetition of the phrase, “This is fine”, when in reality, stuff probably looks a little more like this: I imagine everybody here has felt like this some time in the past two weeks, and it’s definitely a normal thing to feel. MIT is hard, and some days are harder than others. There are some mornings when it’s difficult to force yourself out of bed, and there are some nights when you probably just want to cry, which is fine. Crying is healthy from time to time and nobody will judge you for it. So if you ever find yourself in need of a cry but don’t know a good place for it, I’ve got you covered. This map originated from a poll taken last year by Casie Chen ‘17, who asked the ec-discuss mailing list where people have cried/recommend crying on campus. Most of the answers included fairly standard locations rooms, bathrooms, dorm lounges, or with a friend. The other places (which are marginally more public than one’s own room) are mapped above. The three most popular places that people have cried on campus were: MIT Medical: Building 66: Stata (and the Stata amphitheater, shown in the picture): The most recommended place to cry on campus was the Cheney Room: Please keep in mind that these results are preliminary the results in this particular poll are fairly East Campus centric (as evidenced by the concentration of crying spots on the right of the map). We need all of you to help us expand the list of places to be sad, so fill out this survey and let us know your favorite locales for a good semi-public cry. And post pictures in the comments! I personally haven’t had a good cry yet, but when I do, it will probably be in one of the lounges on my floor at East Campus, the East Campus music room, or in Barker library (the one under the dome!), which is where I go when I really need to get work done. If you’d like to cry with me, feel free I’ll bring tissues. The East Campus music room, where you can probably find me crying/angrily singing: The full results from last year’s poll can be found here, if you’re interested. Depending on how many poll results come back in, there will be an updated map up sometime later this year!

Geniuses As People Born With Astonishing Abilities Free Essay Example, 1750 words

The story Two Kinds by Amy Tan takes on a mother trying to make her little girl into something of a genius, even though both mother and daughter are aware that the girl is talentless. Still, not accepting or perhaps unable to, the mother keeps putting relentless pressure on her daughter to execute some sort of genius, ruining their relationship in the process. An implementation of any kind does not bring out creativeness but rather antagonistic feelings which form a basis for hostility and nothing else. The daughter was so tired of being rushed or hurried into performing or being the best that it really brought out a hatred in her so much so that she did not even want to live, much less stay with her mother. Had the mother accepted that her daughter was average without overburdening her to be something more, a much happier and positive time could have been spent. There are people (especially parents) who believe that no one is born great and that it comes from within, but even scie nce is beginning to research and admit a region of intelligence that is bigger in some than other. We will write a custom essay sample on Geniuses As People Born With Astonishing Abilities or any topic specifically for you Only $17.96 $11.86/page In Amy Tan s story, Jing-Mei, the protagonist is being forced by her mother to be flawless at playing the piano. Even though Jing-Mei doesn t take her lessons seriously, she and with time, her mother realizes that she doesn t really have any flair for the instrument. And even putting her side, if another person is able to play it really well, they won t really be in the same league as Beethoven or Mozart. Jing Mei s own cousin is some sort of a genius at chess and that only brings further pressure on her to become great at something like her cousin. Greatness is not genius and neither is talent. Genius is solely the power of the mind, with matchless intellect.

GMAT Sample Questions, Answers and Explanations

The GMAT is a crucial step in the business school application process.  Admissions committees use applicants  GMAT scores to assess their ability to succeed in a graduate-level program. The best way to prepare for the GMAT is to complete sample questions that test the same skills as the actual exam. The samples listed below resemble GMAT questions in structure, format, and skills tested. After completing all of the sample questions, review the answers and explanations at the end of this article. Integrated Reasoning Sample Questions The Integrated Reasoning section  contains 12 questions in four different categories: Multi-Source Reasoning, Graphical Interpretation, Two-Part Analysis and Table Analysis. You will have 30 minutes to complete this section of the GMAT. Question #1 Commodity Production: World Share (%) Production: World Rank Exports: World Share (%) Exports: World Rank Pork 8 4 20 4 Beans 13 3 24 2 Beef 32 2 22 3 Corn 47 1 34 1 Evaluate the table shown above, which displays data about American agricultural products. Answer YES to the following statement if the information in the table makes the statement true. Otherwise, answer NO. No country, including America, produces more than one-half of the worlds corn. Question #2 ABC Boats is producing a new speedboat called the Lake Skipper. The Lake Skippers fuel economy is R miles per gallon (R(m/G)) when it is driving a constant speed of S miles per hour (S(m/h)). Select the expression that represents the number of gallons of fuel that the Lake Skipper will use when driving at a constant speed (S) for 1 hour. Your answer should be in terms of the variables R and S. Select the expression that represents the number of gallons of fuel that the Lake Skipper will use when driving at a constant speed (S) for 60 miles. Your answer should be in terms of the variables R and S. You should make two selections total (one in each empty column). Gallons of Fuel in 1 Hour Gallons of Fuel in 60 Miles Expression S/R R/S S/60 R/60 60/S 60/R    Quantitative Reasoning Sample Questions The Quantitative Reasoning section  contains 31 questions in two categories: Data Sufficiency and Problem Solving. You have 62 minutes to complete this section of the GMAT. Question #1 If a b, c d, b c and e b, which of the following statements must be true?   I. a eII. e dIII. a c (A) I only   (B) II only (C) III only (D) II and III   (E) I and III Question #2 On a 3-day trip to Italy, 4 adults ate $60 worth of spaghetti. How much would it cost for 7 adults to eat spaghetti on a 5-day trip to Italy if they ate the same spaghetti at the same cost per person per day? (A) $175 (B) $100 (C) $75 (D) $180 (E) $200 Verbal Reasoning Sample Questions The Verbal Reasoning section contains 36 questions in three categories: Reading Comprehension, Critical Reasoning and Sentence Correction. You will have 65 minutes to complete this section of the GMAT. Question #1 According to a recent study, the amount of work people are tasked with  rank as one of the high causes of workplace stress for American adults. (A) rank as one of the high causes of workplace stress (B) ranks as one of the more high causes of workplace stress (C) rank as one of the leading causes of workplace stress (D) ranks as one of the leading causes of workplace stress (E) rank as one of the higher causes of workplace stress Question #2 The cost of purchasing raw materials from Company A is fifteen percent less than the cost of purchasing raw materials from Company B. Even after taxes and transportation fees are added, it is still cheaper to purchase raw materials from Company A and have them transported than to purchase raw materials from Company B. Which of the following assertions is supported by the above statement? (A) Labor costs at Company A are fifteen percent lesson that labor costs at Company B. (B) The taxes on raw materials from Company A are more than fifteen percent of the cost of purchasing raw materials from Company B. (C) Company B inflates their prices to be more competitive than Company A. (D) It takes less time for Company A to mine raw materials. (E) The cost of transporting raw materials from Company A is less than fifteen percent of the cost of purchasing raw materials from Company B. Analytical Writing Sample Questions This section does not contain questions like the other three sections. Instead, you will be presented with a written argument. Your job is to critically analyze the validity of the argument and then write an analysis of the argument. The analysis should be an assessment of the reasoning used in the argument; you do not need to express your personal opinions. You have 30 minutes to complete the Analytical Writing section. Question #1 Many experts agree that reading can reduce stress and ease tension in muscles. Recently, two new libraries opened in the tri-county area. Consequently, the hospitals in the area should see a reduction in patients seeking treatment for heart attacks and strokes. To ensure that Lavender Hospital is not overstaffed, we should immediately reduce the number of emergency nurses at the hospital and allocate payroll savings to the radiology department, which desperately needs funds for new equipment. Write a critique of the above argument within 30 minutes. Question #2 Lick It Up Ice Cream began advertising in the local newspaper last month and saw its business increase by 15 percent over previous months totals. This rise in sales proves that newspaper advertising still works as well as it used to and can be used to make any food service company more profitable. Write a critique of the above argument within 30 minutes. Integrated Reasoning Answers and Explanations #1 Answer: Yes. This answer can be obtained by analyzing the table. Look at the Production: World Share (%) column for Corn and the Production: World Rank column for Corn. America is ranked first in corn production in the world and only produces 47% of the world share of corn. Therefore, it is true that no country, including America, produces more than one-half of the worlds corn. #2 Answer: S/R and 60/R. When Sspeed and Rmiles per gallon, S/R represents the number of gallons of fuel the Lake Skipper will use in one hour of drive time at constant speed. You would need to divide S by R to find out how much fuel would be used in one hour. When Rmiles per gallon and 60 represents the number of miles, 60/R represents the number of gallons of fuel that the Lake Skipper will use when driving at a constant speed (S) for 60 miles. You would need to divide 60 by R to find out how much fuel would be required for a 60 mile drive. Quantitative Answers and Explanations #1 Answer: D. It is true to say that e is greater than d and that a is greater than c. However, you cannot say that a is greater than e. Although we know that e is greater than b and that a is greater than b, there is no evidence that a is greater than e. #2 Answer: A. The answer is $175. To get to this number, you need to start by determining how much spaghetti costs per person per day. Divide 60 by 4 to get 15. This is the cost of spaghetti per day. Then, divide 15 by 3 to get 5. This is the cost of spaghetti per person per day. Then you switch from division to multiplication to get the cost for the second trip. Multiply 5 (the number of days on the trip) by 5 (the number of people on the trip) to get 25. Then, multiply 25 (the cost of food for five days) by 7 (the number of people) to get 175. It would cost $175 for 7 adults to eat spaghetti on a 5-day trip to Italy. Verbal Sample Answers and Explanations #1 Answer: D. The correct answer is ranks as one of the leading causes of workplace stress. This is the option that creates the most effective sentence without awkwardness or grammatical error. The verb ranks agrees with the subject of this sentence (amount of work). The word leading is also a better fit idiomatically than high and makes the sentence less awkward. #2 Answer: D. The cost of transporting raw materials from Company A is less than fifteen percent of the cost of purchasing raw materials from Company B. This is the only answer option supported by the statement. The statement does not mention labor costs, price inflation, or the amount of time to mine raw materials. The statement also clearly indicates that even with taxes and transportation fees, it is still costs LESS to purchase raw materials from Company A than Company B. Analytical Writing Answers and Explanations #1 and #2 Answer: There is no single correct answer or critique for either argument. However, each critique should 1.) restate a brief summary of the argument; 2.) analyze the use of reasoning and evidence in the argument; 3.) identify potential counterarguments, alternative explanations or questionable assumptions; and 4.) identify evidence that could have been used to strengthen the argument; 5.) provide a conclusion that sums up your critique. Check over what you have written to see if you have accomplished all five of these goals.

Do Footballers get paid too much for what they do Free Essays

Hello, today I am going to be giving you a speech on the topic ‘Do footballers get paid to much for what they do?’ Premiership footballers, 17-18 year olds earn the average of à ¯Ã‚ ¿Ã‚ ½24,000 a week and for 27 – 28 year olds it is up to 899,500 a week! David Beckham has just signed a new deal with Manchester United which will make him the highest paid footballer in the world. He’ll earn around à ¯Ã‚ ¿Ã‚ ½11m a year. But are footballers’ wages ridiculously high? Are they damaging to the game? Or do you think they’re worth it because their careers are so short and they really need the cash? It’s madness. We will write a custom essay sample on Do Footballers get paid too much for what they do? or any similar topic only for you Order Now They just get to do their hobby and they get paid the best, it’s just crazy! They don’t cure anyone, teach anyone or help anyone by kicking a ball around a pitch do they? So the money should be going to the doctors and teachers who do a lot for the world. By contrast, the average doctor is paid 75,000 per year. Yet doctors are relied on by the public, you and me to save people’s lives and generally help our welfare of us and footballers merely have a natural talent to run around a field and kicking a football around. What would you rather have? Doctors who save your family and save your life or have the entertainment of footballers running around the pitch and rolling around on the floor? Others argue that the game is being ruined due to the high salary of footballers. Even the people on the bench sitting down doing nothing getting paid vast amounts of money for doing absolutely nothing! Getting paid more then teachers by sitting around the edge of the pitch AND get a free ticket to the game. Also during these difficult times due to the credit crunch, think what uses we could use that money on! Our NHS service could be improved enormously. But you can admire some footballers who give up most there salary to a charity. Perhaps the footballers are making playing football look too easy After all, how hard can kicking a football around the pitch be? Not many brain cells required. Some people talk of footballers as role models for many young fans. But what are we meant to think when a player gets drunk at a party on a Friday night and goes and attacks a member of the public? And when a footballer goes out and trashes a brand new 500 thousand pound Lamborghini and doesn’t care just buys a new one with out looking back. That is my view on ‘Do footballers get paid too much for what they do.’ How to cite Do Footballers get paid too much for what they do?, Papers

Celebrity Endorsement in China free essay sample

The percentage of television commercials worldwide featuring a celebrity has increased to 17% during the past decade (White, 20014). Researches indicate that celebrity endorsements occur in greater frequencies in some Asian countries including Japan, Korean and China (Choi, Lee, amp; Kim, 2005). Celebrity endorsements in china Even though most of the modern advertising and marketing for consumer goods in china has a short history of only 25-30 years, celebrity branding becomes prevalent in the country (ref 2). China is an emerging market with many brands at its developing life-cycle targeting new markets and customers. So, strategy of targeting new customers has a huge impact on the nature of marketing communication. Some researches indicate that ads in developing markets focus on product attributes where a lot of consumption is still driven by the desire to acquire the biggest, brightest and most popular ( Ref 2). However, in a developing market with limited choices for many of the new product categories, brand awareness is also very important. A lot of researches have proven the effectiveness of using celebrity to enhance brand awareness. So, celebrity endorsements are somewhat powerful to drive new customers trying new things in emerging markets like China (Ogilvy, 2011). ACEs in China: celebrity endorsements are commonplace in China with many of these featuring athlete celebrity endorsements (ACEs) and 3 of top 5 ranked celebrities in China were athletes. For example, Yao, former Houston Rocket basketball star reported to have endorsement deals with Reebok, Apple, VISA, TAG Heater, Gatorade and McDolnalds’ (Ref 6). One research found that Chinese customers are considerably more receptive to ads featuring athlete celebrity celebrity endorsers, especially toward the information contained in these advertisements (Ref 6). Actually, China is home to one of the fastest growing sport industries in the world. One reason behind the rapid growing sports industry is the massive government funding and supports. Over-Exposure of Celebrity Endorsers in China: in China, those â€Å"hot celebrities† can accrue numerous, simultaneous endorsements. This over endorsements confuse consumer about which brand is endorsed by which celebrity (Ref 2). The movie star Jackie Chan has endorsed tons of products, some of which fail spectacularly. One Chinese newspaper called him a man who can destroy anything. Chan is believed to have at least two dozen endorsement contracts at present from an anti-hair-loss shampoo which allegedly contained carcinogens to even frozen dumplings. Although the Chan name has translated to big bucks at the box office, not every product he touches turns to gold (Ref 7). Many people question the effectiveness with over endorsements. Celebrity who endorse more than one product tend to decrease the impact and distinctiveness of each product relationship (Garland and Ferkins, 2003) there is another over-exposure Chinese ACE- Liu Xiang. Ogilvy tested consumer recall for Liu’s dozen endorsements including Nike, VISA, YiLi Diary and so on. They found that people could connect Liu with the product of Nike but they had single and low-double digit recognition rate with other endorsements (Ref 1). Some U. S. elebrities limit their product endorsements to enhance their aura of exclusivity, but experts said Chinas media market is still too small, and the country too big, to worry that Chan will suffer from overexposure. Generally, in a country of 1. 3 billion people, celebrities want as much exposure as possible, said Tiger Hou, an analyst for Entrgroup. com. Reasons behind the Greater Frequency of Celebrity Endorsements and Over-Endorsements in China: In dividualism VS collectivism: In china, the culture value of collectivism remains strong in people’s ideology (ref, 3). Zhang and Gelb found Chinese consumer prefer collectivistic appeals. Someone argues that a match between ads appeals and culture values can bring favorable attitudes toward the advertisements (Ref 5). So, the selection of celebrity endorsers may mirror the fundamental cultural orientations and values; On the other side, people with collectivistic background tends to use relationships with peers and superiors to avoid uncertainty and risks (Ref 4). Many customers view celebrity endorsements as a way of reassurance especially when many products and services qualities are still in doubt; Today, like never before, individualism and collectivism co-exist in china through different channels and across different age groups. During the widespread social, economic and cultural flux, celebrity endorsements serve not only for awareness and uncertainty avoidance, but bring alive some modern values. Actually, some celebrities are valued as aspiration role models for people to express and experience individualism in those collectivistic societies. High level power distance amp; cultural context: according to Hofstede’s power distance dimension theory(level of people’s acceptance to the unequal distribution of power including social status, prestige and wealth), the US represents one of the lowest scoring countries on Hofstede’s power distance index, while China rates higher (Hofstede, 1980). Consequently, Chinese respondents would more unquestioningly listen to the product opinions from celebrities. However, it by no means indicates Chinese will listen to the advices of all kinds of celebrities. Actually, china has a long history of looking down to those entertaining celebrities. So, people would accept some hot celebrities’ attractiveness but not their expertise. When it comes to the concept of cultural context, china belongs to the countries with high context culture comparing with most English speaking countries. Eastern advertising tends to be less direct and contain more soft sell appeals feature emotional image of persons because indirect, implicit and nonverbal communication styles. Beside the higher frequency and over-exposure with Chinese celebrity endorsements and the cultural values behind them, Chinese consumer’s perception of the effectiveness differs from the other countries. Many researches have revealed that the attractiveness, trustworthiness and expertise would not drive purchase intention in many conditions. Only expertise had a critical impact on purchase intention using a US sample ( ). However in collectivistic countries like Singapore and China, all three sources have significant impact on purchase intention (Pornpitakpan, 2003). Theory and concept with celebrity branding: Researchers continued to examine the effectiveness of celebrity branding at enhancing consumer’s attitudes toward advertisements and brand as well as purchase intent. However, most results are inconclusive and not correctly toward Chinese part. Source Credibility Model amp; Source Attractiveness Model. Celebrity will generate some trustworthy, attractive and likable feelings than an unknown people (Friedman, Termini, Washington). According to source credibility model, the effectiveness of celebrity endorsements depends on the â€Å"expertise† and â€Å"trustworthiness† of the celebrity (Dholakia amp; Sternthal, 1977). Trust is reflected in the confidence in the general believability of the endorser and message. But some results also indicate that 90% of those respondents felt that financial and publicity reasons drive celebrity to appear in advertisements (Abhilasha Mehta Ref 8). The source attractiveness model argue that the physical appeal of a celebrity influences the effectiveness of a advertising message (Baker amp; Churchill, 1976). But Ohanian pointed out most celebrities were attractive and hence the overall impact of this variable may be weak. Also, attractiveness may be only relevant for categories that are related to attractiveness (Ref 9). Still, many researches argue that credibility amp; attractiveness of celebrities can generate some favorable attitudes toward advertisements and brands. However, this effect can be a double edged sword in marketing. The prominence credibility and attractiveness decreases, the attitude towards the product suffers as well. Purchase Intent. It might be possible that â€Å"attractive†, â€Å"trustworthy† or â€Å"credible† source can facilitate the message-learning and acceptance process. But even highly credible sources have not been found to be that â€Å"influential†. So, even though attitude toward the products is more favorable, overall advertising effectiveness and purchase intent mixed (Ref 8). Actually, there are a lot of researches found no difference in purchasing intent between celebrity and non-celebrity branding. Petty, Cacioppo and Schuman found that the product was liked better with sports star endorsers, but intention to buy did not differ. As the above discussion illustrates, the findings related to purchase intent are inconclusive. So, someone argues that â€Å"appropriateness of celebrities†, â€Å"involvement levels† and even â€Å"cultural meanings† will also influence the persuasion of celebrity endorsements. Match-Up Hypothesis amp; Level of Involvement. It is not enough to know the degrees of â€Å"attractiveness† and â€Å"credibility†, kinds of â€Å"attractiveness† and â€Å"credibility† should also be measured. The product match-up hypothesis suggests that the higher the perceived fit between the celebrity’s image and the endorsed brand, the more persuasive the celebrity and the ad will be (Erdogan, 1999). According to the theory of â€Å"extended self†, consumer tends to consider their possession as reflective and as part of themselves. So, consumer compare perception of brands to their own value perception, then selects the brands that match the closest (Ref 9). Especially with a high-social-consequences-context, image congruence will have greater effects (Ref 10). Now, it’s an environment where consumers are increasingly cynical toward marketing messages. So, badly match-up lacking authenticity can only alienate the target audience (Ref 11). Level of involvement will also influence the effectiveness of celebrity endorsements. Theories related to â€Å"central route† and â€Å"peripheral route† indicate that the influence of celebrity is minimal under condition of high involvement when consumer will consider information diligently. However, in most purchasing situations, consumer followers central route as well as peripheral route (Ref 8). Both peripheral and central-route processing can be monitored by â€Å"means of capturing the thoughts and feelings†. The author argued that feelings and thoughts generated from the celebrity exposure in the ads would directly go to â€Å"intention to buy† (Ref 8) The differences in response to celebrity endorsement also vary across cultures, so a careful match between celebrity characteristics and cultural values can bring more favorable attitudes. Identification theory† is another critical element underlying celebrity endorsers. According to the identification theory, the individual might develop a sense of closer relationship with the endorser sharing racial similarity and ethnic identification and he or she will be more likely to adopt the attitude or behavior advocated by the celebrity (Ref 12). For example, consumers with various cultural backgrounds might identify with athlete spokesperson at different levels. n individualistic culture, consumers have higher levels of identification and greater levels of source credibility as athletes who has individual personality and compete in individual sports (eg, golf player). While people from collectivistic culture have higher levels of identification towards athletes who has many collectivistic characteristics(eg, cooperation, self-sacrifice for group profit, interdependence) (Ref 3). Problems with Celebrity Branding Celebrity has long been examined about its effectiveness on advertising ttitude, brand awareness and purchase intent because considerable amounts invested on celebrity endorsement. There are a lot of researches found no difference in buying intention between celebrity and non-celebrity branding. Even though celebrities can enhance brand awareness and bring favorable attitudes, but non-celebrity endorser’s image are easily created to fit with the brand’s imag e (Ref 13). On the other hand, the brand â€Å"owned† live or animated non-celebrity is nearly impossible for to endorse other brands, and thus avoid over-endorsements. Moreover, celebrity can transfer negative information to brand with negative publicities, so some company even use dead celebrities to endorse their brands. Besides above discussion, using celebrity also has certain risk of â€Å"Brand Eclipsing†, â€Å"Over-Endorsements† as well as â€Å"Transferring Negative Information†. â€Å"Brand Eclipsing† Ads featuring celebrities will also have risk of paying less attention to the brand. One problem is that many ads emphasize too much on celebrity rather than product. There are potentially other factors that affect the impact of timing, visibility and alchemy on the probability of eclipsing. So, media that have a time and audio component such as audio amp; video has greater possibility for brand to eclipse, because the inanimate of brand. Advertisers should measure the conditions under which eclipsing occurs, which may focus on the celebrity and his or her fame, visibility of focal brand, interaction between celebrity and the brand and the media as well (Ref 13). Over-Endorsement of Celebrity (Case Study of Chinese Hurdler Liu) Nowadays, those â€Å"hot celebrities† can haphazardly accrue numerous, simultaneous endorsements and some even go to competitors’ brands. The over-exposure of celebrity confuses consumer even makes them confused which brand is endorsed by which celebrity. However, celebrity who endorse more than one product tend to decrease the impact and distinctiveness of each product (Garland and Ferkins, 2003). On the other side, the effect of a celebrity endorsing multiple products is to reduce the celebrity’s credibility and likeability (Tripp, Jensen, and Carlso, 1994). In China, 40% of advertisements geared toward youths feature at least one celebrity. Personalities, such as former NBA basketball star Yao Ming, actor Jackie Chan and Olympic gold medalist Liu Xiang, are frequently featured in advertisements for a wide range of products and services as diverse as soft drinks, credit cards and life insurance (Ref 14) With the creation of 12 econds and 88 miracle in Lausanne in July 2006, Liu Xiang with healthy image of the sun, naughty, cheerful personality has become the darling of the sports sector the most sought after by the advertisers to become one of the Chinese sports with the highest income movement (Ref 17). until 2008 before the Beijing Olympics, Liu Xiang, the four years the endorsement of the brand 14, and most international brands, including cars, clothing, beverage, a nd communications, Liu Xiang’s advertising is full of our life’s basic necessities. The world-class hurdler Liu Xiang has a representation deal with Nike, so Nike tried nail down any issues related to the â€Å"Liu Xiang† name in or out of China. Nike filed for trademark protection in China for the â€Å"Liu Xiang† name but was rejected by the China Trademark Office. Nike then filed an appeal of the rejection with our old friends the Trademark Review and Adjudication Board (TRAB), which upheld the decision (Ref 16). Ogilvy and Millward Browns new findings arent entirely surprising, in this regard. As early as 2009, the China Market Research Group found similar results in a study. Looking at celebrity Liu Xiang, a Chinese star hurdler, the group set out to test consumer recall for Lius dozen or so endorsements. Results did not speak well to Lius partners: Nike was a lock, since people could make the connection between a star athlete and Nike products, but Visa, Cadillac and Yili, among others had single- and low-double-digit recognition rates as brands Liu Xiang represented. Furthermore, fewer than 20% said that an endorsement by Liu Xiang would make them buy products from any of the companies except Nike. Celebrity Endorsement in China Advertising, Brand, Brandmanagement, Celebrity, China, Endorsement, Liu, LiuXiangIntroduction The history of celebrity endorsement of products can date back to the 1760s in the western countries. In the US, 25% of all advertising features a celebrity (Shimp, 2003), which is an increases from the late 1970s, when 17% of advertising featured celebrities (Howard, 1979). Because there is an increasing realization of the high costs and risks with celebrity branding, advertisers begin to quantify and qualify the use of celebrities by evaluating their effectiveness under different conditions. Actually, celebrity endorsements are not just an American phenomenon. The percentage of television commercials worldwide featuring a celebrity has increased to 17% during the past decade (White, 20014). Researches indicate that celebrity endorsements occur in greater frequencies in some Asian countries including Japan, Korean and China (Choi, Lee, amp; Kim, 2005). Celebrity endorsements in china Even though most of the modern advertising and marketing for consumer goods in china has a short history of only 25-30 years, celebrity branding becomes prevalent in the country (ref 2). China is an emerging market with many brands at its developing life-cycle targeting new markets and customers. So, strategy of targeting new customers has a huge impact on the nature of marketing communication. Some researches indicate that ads in developing markets focus on product attributes where a lot of consumption is still driven by the desire to acquire the biggest, brightest and most popular ( Ref 2). However, in a developing market with limited choices for many of the new product categories, brand awareness is also very important. A lot of researches have proven the effectiveness of using celebrity to enhance brand awareness. So, celebrity endorsements are somewhat powerful to drive new customers trying new things in emerging markets like China (Ogilvy, 2011). ACEs in China: celebrity endorsements are commonplace in China with many of these featuring athlete celebrity endorsements (ACEs) and 3 of top 5 ranked celebrities in China were athletes. For example, Yao, former Houston Rocket basketball star reported to have endorsement deals with Reebok, Apple, VISA, TAG Heater, Gatorade and McDolnalds’ (Ref 6). One research found that Chinese customers are considerably more receptive to ads featuring athlete celebrity celebrity endorsers, especially toward the information contained in these advertisements (Ref 6). Actually, China is home to one of the fastest growing sport industries in the world. One reason behind the rapid growing sports industry is the massive government funding and supports. Over-Exposure of Celebrity Endorsers in China: in China, those â€Å"hot celebrities† can accrue numerous, simultaneous endorsements. This over endorsements confuse consumer about which brand is endorsed by which celebrity (Ref 2). The movie star Jackie Chan has endorsed tons of products, some of which fail spectacularly. One Chinese newspaper called him a man who can destroy anything. Chan is believed to have at least two dozen endorsement contracts at present from an anti-hair-loss shampoo which allegedly contained carcinogens to even frozen dumplings. Although the Chan name has translated to big bucks at the box office, not every product he touches turns to gold (Ref 7). Many people question the effectiveness with over endorsements. Celebrity who endorse more than one product tend to decrease the impact and distinctiveness of each product relationship (Garland and Ferkins, 2003) there is another over-exposure Chinese ACE- Liu Xiang. Ogilvy tested consumer recall for Liu’s dozen endorsements including Nike, VISA, YiLi Diary and so on. They found that people could connect Liu with the product of Nike but they had single and low-double digit recognition rate with other endorsements (Ref 1). Some U. S. elebrities limit their product endorsements to enhance their aura of exclusivity, but experts said Chinas media market is still too small, and the country too big, to worry that Chan will suffer from overexposure. Generally, in a country of 1. 3 billion people, celebrities want as much exposure as possible, said Tiger Hou, an analyst for Entrgroup. com. Reasons behind the Greater Frequency of Celebrity Endorsements and Over-Endorsements in China: In dividualism VS collectivism: In china, the culture value of collectivism remains strong in people’s ideology (ref, 3). Zhang and Gelb found Chinese consumer prefer collectivistic appeals. Someone argues that a match between ads appeals and culture values can bring favorable attitudes toward the advertisements (Ref 5). So, the selection of celebrity endorsers may mirror the fundamental cultural orientations and values; On the other side, people with collectivistic background tends to use relationships with peers and superiors to avoid uncertainty and risks (Ref 4). Many customers view celebrity endorsements as a way of reassurance especially when many products and services qualities are still in doubt; Today, like never before, individualism and collectivism co-exist in china through different channels and across different age groups. During the widespread social, economic and cultural flux, celebrity endorsements serve not only for awareness and uncertainty avoidance, but bring alive some modern values. Actually, some celebrities are valued as aspiration role models for people to express and experience individualism in those collectivistic societies. High level power distance amp; cultural context: according to Hofstede’s power distance dimension theory(level of people’s acceptance to the unequal distribution of power including social status, prestige and wealth), the US represents one of the lowest scoring countries on Hofstede’s power distance index, while China rates higher (Hofstede, 1980). Consequently, Chinese respondents would more unquestioningly listen to the product opinions from celebrities. However, it by no means indicates Chinese will listen to the advices of all kinds of celebrities. Actually, china has a long history of looking down to those entertaining celebrities. So, people would accept some hot celebrities’ attractiveness but not their expertise. When it comes to the concept of cultural context, china belongs to the countries with high context culture comparing with most English speaking countries. Eastern advertising tends to be less direct and contain more soft sell appeals feature emotional image of persons because indirect, implicit and nonverbal communication styles. Beside the higher frequency and over-exposure with Chinese celebrity endorsements and the cultural values behind them, Chinese consumer’s perception of the effectiveness differs from the other countries. Many researches have revealed that the attractiveness, trustworthiness and expertise would not drive purchase intention in many conditions. Only expertise had a critical impact on purchase intention using a US sample ( ). However in collectivistic countries like Singapore and China, all three sources have significant impact on purchase intention (Pornpitakpan, 2003). Theory and concept with celebrity branding: Researchers continued to examine the effectiveness of celebrity branding at enhancing consumer’s attitudes toward advertisements and brand as well as purchase intent. However, most results are inconclusive and not correctly toward Chinese part. Source Credibility Model amp; Source Attractiveness Model. Celebrity will generate some trustworthy, attractive and likable feelings than an unknown people (Friedman, Termini, Washington). According to source credibility model, the effectiveness of celebrity endorsements depends on the â€Å"expertise† and â€Å"trustworthiness† of the celebrity (Dholakia amp; Sternthal, 1977). Trust is reflected in the confidence in the general believability of the endorser and message. But some results also indicate that 90% of those respondents felt that financial and publicity reasons drive celebrity to appear in advertisements (Abhilasha Mehta Ref 8). The source attractiveness model argue that the physical appeal of a celebrity influences the effectiveness of a advertising message (Baker amp; Churchill, 1976). But Ohanian pointed out most celebrities were attractive and hence the overall impact of this variable may be weak. Also, attractiveness may be only relevant for categories that are related to attractiveness (Ref 9). Still, many researches argue that credibility amp; attractiveness of celebrities can generate some favorable attitudes toward advertisements and brands. However, this effect can be a double edged sword in marketing. The prominence credibility and attractiveness decreases, the attitude towards the product suffers as well. Purchase Intent. It might be possible that â€Å"attractive†, â€Å"trustworthy† or â€Å"credible† source can facilitate the message-learning and acceptance process. But even highly credible sources have not been found to be that â€Å"influential†. So, even though attitude toward the products is more favorable, overall advertising effectiveness and purchase intent mixed (Ref 8). Actually, there are a lot of researches found no difference in purchasing intent between celebrity and non-celebrity branding. Petty, Cacioppo and Schuman found that the product was liked better with sports star endorsers, but intention to buy did not differ. As the above discussion illustrates, the findings related to purchase intent are inconclusive. So, someone argues that â€Å"appropriateness of celebrities†, â€Å"involvement levels† and even â€Å"cultural meanings† will also influence the persuasion of celebrity endorsements. Match-Up Hypothesis amp; Level of Involvement. It is not enough to know the degrees of â€Å"attractiveness† and â€Å"credibility†, kinds of â€Å"attractiveness† and â€Å"credibility† should also be measured. The product match-up hypothesis suggests that the higher the perceived fit between the celebrity’s image and the endorsed brand, the more persuasive the celebrity and the ad will be (Erdogan, 1999). According to the theory of â€Å"extended self†, consumer tends to consider their possession as reflective and as part of themselves. So, consumer compare perception of brands to their own value perception, then selects the brands that match the closest (Ref 9). Especially with a high-social-consequences-context, image congruence will have greater effects (Ref 10). Now, it’s an environment where consumers are increasingly cynical toward marketing messages. So, badly match-up lacking authenticity can only alienate the target audience (Ref 11). Level of involvement will also influence the effectiveness of celebrity endorsements. Theories related to â€Å"central route† and â€Å"peripheral route† indicate that the influence of celebrity is minimal under condition of high involvement when consumer will consider information diligently. However, in most purchasing situations, consumer followers central route as well as peripheral route (Ref 8). Both peripheral and central-route processing can be monitored by â€Å"means of capturing the thoughts and feelings†. The author argued that feelings and thoughts generated from the celebrity exposure in the ads would directly go to â€Å"intention to buy† (Ref 8) The differences in response to celebrity endorsement also vary across cultures, so a careful match between celebrity characteristics and cultural values can bring more favorable attitudes. Identification theory† is another critical element underlying celebrity endorsers. According to the identification theory, the individual might develop a sense of closer relationship with the endorser sharing racial similarity and ethnic identification and he or she will be more likely to adopt the attitude or behavior advocated by the celebrity (Ref 12). For example, consumers with various cultural backgrounds might identify with athlete spokesperson at different levels. n individualistic culture, consumers have higher levels of identification and greater levels of source credibility as athletes who has individual personality and compete in individual sports (eg, golf player). While people from collectivistic culture have higher levels of identification towards athletes who has many collectivistic characteristics(eg, cooperation, self-sacrifice for group profit, interdependence) (Ref 3). Problems with Celebrity Branding Celebrity has long been examined about its effectiveness on advertising ttitude, brand awareness and purchase intent because considerable amounts invested on celebrity endorsement. There are a lot of researches found no difference in buying intention between celebrity and non-celebrity branding. Even though celebrities can enhance brand awareness and bring favorable attitudes, but non-celebrity endorser’s image are easily created to fit with the brand’s imag e (Ref 13). On the other hand, the brand â€Å"owned† live or animated non-celebrity is nearly impossible for to endorse other brands, and thus avoid over-endorsements. Moreover, celebrity can transfer negative information to brand with negative publicities, so some company even use dead celebrities to endorse their brands. Besides above discussion, using celebrity also has certain risk of â€Å"Brand Eclipsing†, â€Å"Over-Endorsements† as well as â€Å"Transferring Negative Information†. â€Å"Brand Eclipsing† Ads featuring celebrities will also have risk of paying less attention to the brand. One problem is that many ads emphasize too much on celebrity rather than product. There are potentially other factors that affect the impact of timing, visibility and alchemy on the probability of eclipsing. So, media that have a time and audio component such as audio amp; video has greater possibility for brand to eclipse, because the inanimate of brand. Advertisers should measure the conditions under which eclipsing occurs, which may focus on the celebrity and his or her fame, visibility of focal brand, interaction between celebrity and the brand and the media as well (Ref 13). Over-Endorsement of Celebrity (Case Study of Chinese Hurdler Liu) Nowadays, those â€Å"hot celebrities† can haphazardly accrue numerous, simultaneous endorsements and some even go to competitors’ brands. The over-exposure of celebrity confuses consumer even makes them confused which brand is endorsed by which celebrity. However, celebrity who endorse more than one product tend to decrease the impact and distinctiveness of each product (Garland and Ferkins, 2003). On the other side, the effect of a celebrity endorsing multiple products is to reduce the celebrity’s credibility and likeability (Tripp, Jensen, and Carlso, 1994). In China, 40% of advertisements geared toward youths feature at least one celebrity. Personalities, such as former NBA basketball star Yao Ming, actor Jackie Chan and Olympic gold medalist Liu Xiang, are frequently featured in advertisements for a wide range of products and services as diverse as soft drinks, credit cards and life insurance (Ref 14) With the creation of 12 econds and 88 miracle in Lausanne in July 2006, Liu Xiang with healthy image of the sun, naughty, cheerful personality has become the darling of the sports sector the most sought after by the advertisers to become one of the Chinese sports with the highest income movement (Ref 17). until 2008 before the Beijing Olympics, Liu Xiang, the four years the endorsement of the brand 14, and most international brands, including cars, clothing, beverage, a nd communications, Liu Xiang’s advertising is full of our life’s basic necessities. The world-class hurdler Liu Xiang has a representation deal with Nike, so Nike tried nail down any issues related to the â€Å"Liu Xiang† name in or out of China. Nike filed for trademark protection in China for the â€Å"Liu Xiang† name but was rejected by the China Trademark Office. Nike then filed an appeal of the rejection with our old friends the Trademark Review and Adjudication Board (TRAB), which upheld the decision (Ref 16). Ogilvy and Millward Browns new findings arent entirely surprising, in this regard. As early as 2009, the China Market Research Group found similar results in a study. Looking at celebrity Liu Xiang, a Chinese star hurdler, the group set out to test consumer recall for Lius dozen or so endorsements. Results did not speak well to Lius partners: Nike was a lock, since people could make the connection between a star athlete and Nike products, but Visa, Cadillac and Yili, among others had single- and low-double-digit recognition rates as brands Liu Xiang represented. Furthermore, fewer than 20% said that an endorsement by Liu Xiang would make them buy products from any of the companies except Nike.