...Attractiveness 5. The Match-up Hypothesis 6. The Meaning Transfer Model 7. Multiple Brand and Celebrity Endorsement 8. Conclusion Table of Figures Figure 1: Catherine Zeta-Jones endorsing the brand ‘Elizabeth Arden’ Figure 2: Successful and unsuccessful celebrity endorsements Figure 3: Meaning transfer in the endorsement process Figure 4: Brands endorsed by top model and actress Milla Jovovich Figure 5: Celebrities endorsing the luxury brand ‘Omega’ 2 Introduction The billions of dollars spent per year on celebrity endorsement contracts show that celebrities, like Liz Hurley, Britney Spears and Tiger Woods, play an important role for the advertising industry (Daneshvary and Schwer 2000, Kambitsis et al. 2002). Female athlete Venus Williams, tennis player and Wimbledon championship winner in 2002, for example, has signed a five-year $40 million contract with sportswear manufacturer Reebok International Inc.1 Theory and practice prove that the use of super stars in advertising generates a lot of publicity and attention from the public (Ohanian 1991). The underlying question is, if and how the lively interest of the public in ‘the rich and famous’ can be effectively used by companies to promote their brands and consequently increase revenues. As a first step to answer this question, this paper will examine the relationship between celebrity endorsements and brands, by applying a selection of widely accepted principles of how consumers’ brand attitudes and preferences...
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...“Instead of being on the defensive, I would be on the offensive”: General Sherman’s March through Georgia 1 The United States Civil War was the bloodiest and most trying conflict in American history. Hundreds of thousands of American lives were lost on both sides of the war. General William Tecumseh Sherman’s march through Georgia to the sea was a brilliant strategic victory for the North that helped to end the war more quickly, all while preserving the lives of soldiers on both the North and South. All though his march was outside the general practice of warfare it is clear that the General’s movement through Georgia was the best course he could have taken given his circumstances. His capture of Atlanta and his subsequent march to follow is one of the most controversial issues of the war. At the time of the war it was commonplace for the military leaders to embed their troops in entrenchments that were nearly impossible to infiltrate. They would then rush their men towards each other in a bloody battle. General Sherman realized that attacking the entrenchments of the enemy was fruitless and killed too many soldiers. He went on a path of flanking maneuvers that helped get around these entrenched soldiers. He followed up this plan by attacking the economy of the South and breaking their resolve. The importance of his new plan can be seen on how his tactics of attacking the land and economy, instead of other human beings, and avoiding head-on confrontation actually...
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...REBEL ANGELS BY LIBBA BRAY CHAPTER ONE CHAPTER TWO CHAPTER THREE CHAPTER FOUR CHAPTER FIVE CHAPTER SIX CHAPTER SEVEN CHAPTER EIGHT CHAPTER NINE CHAPTER TEN CHAPTER ELEVEN CHAPTER TWELVE CHAPTER THIRTEEN CHAPTER FOURTEEN CHAPTER FIFTEEN CHAPTER SIXTEEN CHAPTER SEVENTEEN CHAPTER EIGHTEEN CHAPTER NINETEEN CHAPTER TWENTY CHAPTER TWENTY-ONE CHAPTER TWENTY-TWO CHAPTER TWENTY-THREE CHAPTER TWENTY-FOUR CHAPTER TWENTY-FIVE CHAPTER TWENTY-SIX CHAPTER TWENTY-SEVEN CHAPTER TWENTY-EIGHT CHAPTER TWENTY-NINE CHAPTER THIRTY CHAPTER THIRTY-ONE CHAPTER THIRTY-TWO CHAPTER THIRTY-THREE CHAPTER THIRTY-FOUR CHAPTER THIRTY-FIVE CHAPTER THIRTY-SIX CHAPTER THIRTY-SEVEN CHAPTER THIRTY-EIGHT CHAPTER THIRTY-NINE CHAPTER FORTY CHAPTER FORTY-ONE CHAPTER FORTY-TWO CHAPTER FORTY-THREE CHAPTER FORTY-FOUR CHAPTER FORTY-FIVE CHAPTER FORTY-SIX CHAPTER FORTY-SEVEN CHAPTER FORTY-EIGHT CHAPTER FORTY-NINE CHAPTER FIFTY PROLOGUE DECEMBER 7, 1895 HEREIN LIES THE FAITHFUL AND TRUE ACCOUNT OF my last sixty days, by Kartik, brother of Amar, loyal son of the Rakshana, and of the strange visitation I received that has left me wary on this cold English night. To begin at the beginning, I must go back to the middle days of October, after the misfortune that occurred. It was growing colder when I left the woods behind the Spence Academy for Young Ladies. I'd received a letter by falcon from the Rakshana. My presence was required immediately in London. I was to keep off the main roads and be certain I was not followed...
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...TEACHING MODULE THE FUTURE OF FASHION DECEMBER 2010 This teaching module was independently written by the Aspen Institute Business and Society Program with the generous support of THE FUTURE OF FASHION: SUSTAINABILITY THROUGH THE LENS OF THE FASHION INDUSTRY* By: Jennifer Johnson & Gina Wu Companies across all industries are facing the challenges of business sustainability, debating how best to address these risky issues while also embracing their opportunities for competitive advantage. This Teaching Module uses the context of the fashion industry to discuss topics that are shaping the future of all industries. These topics include sustainable resource management, the challenges and opportunities of global growth, workforce management, and the role of ethical consumption in business. The fashion industry offers a compelling case study for exploring business sustainability issues. In the fashion industry, as in many industries, success requires highly developed sourcing, design, manufacturing, and marketing chains. Increasingly, success also means incorporating sustainability in resource and labor management, as firms realize that long-term corporate survival will depend on new ways of doing business. Climate change, resource challenges, new technologies and dramatic shifts in the global economy are already impacting the industry. The nexus of these concerns allows students to explore sustainability challenges while providing a framework for discussing new business...
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...Minimalist contentions: Fight Club Introduction Chuck Palahniuk is one of the most influential American fiction writers who emerged in the 1990s. His debut novel, Fight Club (hereafter: FC) reached cult status after the film adaptation by David Fincher was released in 1999, and widespread and divided critical reception was soon to follow. Much of the current debate about Fight Club focuses on the political implications of the text, but most often recourse to it by way of referencing the film. These arguments usually question or celebrate the transgressive potentials of the book (Giroux; Mendieta), or address issues of masculinity brought into the fore by their literary and cinematic representations emergent in the same decade (Tuss; Friday). However, few, if any, have addressed the literary aspirations of the text and its author. Although none of the approaches to the thematic concerns of Fight Club are unjustified, in the argument that follows I will suggest that conclusions drawn and critical judgments passed have been hasty, and not only failed to take into account the formal aspects of story-telling, but that the narrative features of Palahniuk’s text have largely went unexplored, and constitute a blind spot of the reception. Critics condemning or acclaiming the novel, and, indeed, many a cultic reader of Palahniuk ignored Fight Club as a literary narrative, and have inadvertently been repeating the catchphrases of the text, either reinforcing or trying to undermine what...
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...The Talent Code – Greatness Isn’t Born. It’s Grown. Here’s How Introduction – The Girl Who Did a Month’s Worth of Practice in Six Minutes: * Media coverage tends to treat each hotbed as a singular phenomenon, but in truth they are all part of a larger and older pattern * Consider the artists of the Italian Renaissance, during which the city of Florence (population 70,000) suddenly produced an explosion of geniuses that has never been seen before * The questions echo – where does this extraordinary talent come from? How does it grow? * Clarissa, part of a study by music psychologists that tracked her progress at the clarinet for several years * Based on her aptitude tests and the testimony of her teacher, parents and her self, she possessed no music gifts * Good musical ear, but her motivation was below average * In the study’s written section, she responded “because I’m supposed to” as her reason for practicing * Nonetheless, she had become famous in music-science circles * Since on an average morning, the camera would capture this average kid doing something un-average, in 5 minutes and 40 seconds, she accelerated her learning speed by 10x and she didn’t even notice * Her music sounded pretty bad, common sense would lead us to believe that Clarissa is failing, but this would be wrong * She has a blueprint in her mind that she’s constantly comparing herself too, she’s not ignoring errors, she’s hearing...
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...Keller MGMT 520 National and International Ethics-Patent Week 1 Discussions 1 All Students Posts 41 Pages Keller Class in this thread we will seek to address essentially corporate citizenship. In other words, when the necessity from help arrives and your organization is the only organization that has what can deliver the society in which you operate in from peril, what do you do? In your discussion of the Bayer problem you will find yourself balancing and wondering, how do you overcome some of the barriers of doing the right thing from the corporate perspective? In the fall of 2001, anthrax was used as a weapon of terror in the United States, when it was sent to numerous media and political organizations and individuals, including Tom Brokaw of NBC News, Dan Rather of CBS News, and U.S. senators…. MGMT 520 Disbarment of Lawyers Week 1 Discussions 2 All Students Posts 35 Pages Keller Class I want to introduce to some “Wolves of Wall Street” who handled business in a Bernie Madoff type fashion, the Ponzi scheme way. Allow me to introduce you to former attorney, Marc Dreier. Many of you have never heard of him, but what he has done to my profession and the business community as a whole is earth shattering. Read the “Disbarment of Lawyers” case on pages 225 and 226 in the Kubsek text and frame your answer around the four questions for the case study which are located on page 226. In evaluating this scenario, focus upon the question of what you would do if you are...
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...Keller MGMT 520 National and International Ethics-Patent Week 1 Discussions 1 All Students Posts 41 Pages Keller Class in this thread we will seek to address essentially corporate citizenship. In other words, when the necessity from help arrives and your organization is the only organization that has what can deliver the society in which you operate in from peril, what do you do? In your discussion of the Bayer problem you will find yourself balancing and wondering, how do you overcome some of the barriers of doing the right thing from the corporate perspective? In the fall of 2001, anthrax was used as a weapon of terror in the United States, when it was sent to numerous media and political organizations and individuals, including Tom Brokaw of NBC News, Dan Rather of CBS News, and U.S. senators…. MGMT 520 Disbarment of Lawyers Week 1 Discussions 2 All Students Posts 35 Pages Keller Class I want to introduce to some “Wolves of Wall Street” who handled business in a Bernie Madoff type fashion, the Ponzi scheme way. Allow me to introduce you to former attorney, Marc Dreier. Many of you have never heard of him, but what he has done to my profession and the business community as a whole is earth shattering. Read the “Disbarment of Lawyers” case on pages 225 and 226 in the Kubsek text and frame your answer around the four questions for the case study which are located on page 226. In evaluating this scenario, focus upon the question of what you would do if you are...
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...T ABLE OF CONTENTS RANKINGS & PROJECTIONS REVISIONS.................................................................................... 3 OVERALL RANKINGS........................................................................................................... 5 RANKINGS BY POSITION..................................................................................................... 7 QUARTERBACK SEASON PROFILES......................................................................................... 9 RUNNING BACK SEASON PROFILES......................................................................................... 13 WIDE RECEIVER SEASON PROFILES........................................................................................ 18 TIGHT END SEASON PROFILES............................................................................................... 26 KICKER SEASON PROFILES................................................................................................... 29 TEAM DEFENSE SEASON PROFILES......................................................................................... 33 IDP LINEBACKER & D-LINE SEASON PROFILES............................................................................ 37 IDP DEFENSIVE BACK SEASON PROFILES.................................................................................. 39 SLEEPERS & UNDERVALUED PLAYERS..................................................................................... 41 BUSTS & OVERVALUED...
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...《新编英语语法教程》答案 新编英语语法教程 第01讲 练习参考答案 Ex. 1A 1. A. his home work B. quickly, to play 2. A. The huge black horse B. the race 3. A. have thought about B. going into space 4. A. warms up and crawls B. out of the bag 5. A. one of the most beautiful planets to look at through a telescope B. because of the many rings that surround it 6. A. 165 years B. to complete its path, or orbit,around the sun 7. A. you and your brother B. How many pairs of shorts 8. A. the most expensive meal listed on the menu B. What 9. A. an “Outdoor Code” B. their members 10. A. can blow B. as fast as 180 miles (290 kilometers) an hour 11. A. The spiral of heated air and moist air B. to twist and grow and spin 12. A. The direction a hurricane’s spiral moves B. counterclockwise 13. A. does not shine B. At the north pole: for half of the year 14. A. The cold winds that blow off of the Arctic Ocean B. a very cold place 15. A. might have been B. guilty of murder Ex. 1B 1. SVC Within the stricken area, not a single soul remained alive, and the city centre looked as if it had been razed by monster steam-roller. 2. SV The bomb exploded 1,000 ft. above the groun. 3. SVO On August 6, 1945, an American aircraft dropped a bomb on the Janpanese town of Hiroshima. 4. SvoO Three days later, yet another bomb of the same kind gave the town of Nagasaki the same fatal blow. 5. SVOC The explosion...
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...The Field behind the Screen: Using Netnography for Marketing Research in Online Communities Author(s): Robert V. Kozinets Source: Journal of Marketing Research, Vol. 39, No. 1 (Feb., 2002), pp. 61-72 Published by: American Marketing Association Stable URL: http://www.jstor.org/stable/1558584 . Accessed: 30/09/2014 11:21 Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at . http://www.jstor.org/page/info/about/policies/terms.jsp . JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org. . American Marketing Association is collaborating with JSTOR to digitize, preserve and extend access to Journal of Marketing Research. http://www.jstor.org This content downloaded from 137.43.71.99 on Tue, 30 Sep 2014 11:21:55 AM All use subject to JSTOR Terms and Conditions ROBERTV. KOZINETS* The authordevelops"netnography" an onlinemarketing as research consumerinsight.Netnography ethnography is techniquefor providing to As is adapted the studyof onlinecommunities. a method, netnography and andmore faster,simpler, less expensivethantraditional ethnography naturalistic unobtrusive focus groupsor interviews. provides and than It information the symbolism...
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...“THE GODFATHER IS A STAGGERING TRIUMPH...THE DEFINITIVE NOVEL ABOUT A SINISTER FRATERNITY OF CRIME...” --Saturday Review “YOU CAN’T STOP READING IT, AND YOU’LL FIND IT HARD TO STOP DREAMING ABOUT IT!” --New York Magazine THE GODFATHER THE GODFATHER Mario Puzo Copyright © Mario Puzo 1969 All rights reserved For Anthony Cleri THE GODFATHER BOOK I Behind every great fortune there is a crime. --BALZAC Chapter 1 Amerigo Bonasera sat in New York Criminal Court Number 3 and waited for justice; vengeance on the men who had so cruelly hurt his daughter, who had tried to dishonor her. The judge, a formidably heavy-featured man, rolled up the sleeves of his black robe as if to physically chastise the two young men standing before the bench. His face was cold with majestic contempt. But there was something false in all this that Amerigo Bonasera sensed but did not yet understand. “You acted like the worst kind of degenerates,” the judge said harshly. Yes, yes, thought Amerigo Bonasera. Animals. Animals. The two young men, glossy hair crew cut, scrubbed clean-cut faces composed into humble contrition, bowed their heads in submission. The judge went on. “You acted like wild beasts in a jungle and you are fortunate you did not sexually molest that poor girl or I’d put you behind bars for twenty years.” The judge paused, his eyes beneath impressively thick brows flickered slyly toward the sallow-faced Amerigo Bonasera, then lowered to a stack of probation reports...
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...Second edition Practice Grammar with answers John Eastwood Oxford Oxford University Press Oxford University Press Great Clarendon Street, Oxford OX2 6DP Oxford New York Auckland Bangkok Buenos Aires Cape Town Chennai Dar es Salaam Delhi Hong Kong Istanbul Karachi Kolkata Kuala Lumpur Madrid Melbourne Mexico City Mumbai Nairobi Sao Paulo Shanghai Singapore Taipei Tokyo Toronto with an associated company in Berlin Oxford and Oxford English are trade marks of Oxford University Press. ISBN 0 19 431369 7 (with answers) ISBN 0 19 431427 8 (with answers with CD-ROM) ISBN 0 19 431370 0 (without answers) © Oxford University Press 1992, 1999 First published 1992 (reprinted nine times) Second edition 1999 Tenth impression 2002 Printing ref. (last digit): 6 5 4 3 2 1 No unauthorized photocopying All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior written permission of Oxford University Press. This book is sold subject to the condition that it shall not, by way of trade or otherwise, be lent, resold, hired out, or otherwise circulated without the publisher's prior consent in any form of binding or cover other than that in which it is published and without a similar condition including this condition being imposed on the subsequent purchaser. Thanks The author and publisher would like to thank: all the teachers...
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...Lee, Harper—To Kill a Mockingbird 1960 TO KILL A MOCKINGBIRD by Harper Lee DEDICATION for Mr. Lee and Alice in consideration of Love & Affection Lawyers, I suppose, were children once. Charles Lamb PART ONE 1 When he was nearly thirteen, my brother Jem got his arm badly broken at the elbow. When it healed, and Jem’s fears of never being able to play football were assuaged, he was seldom self-conscious about his injury. His left arm was somewhat shorter than his right; when he stood or walked, the back of his hand was at right angles to his body, his thumb parallel to his thigh. He couldn’t have cared less, so long as he could pass and punt. When enough years had gone by to enable us to look back on them, we sometimes discussed the events leading to his accident. I maintain that the Ewells started it all, but Jem, who was four years my senior, said it started long before that. He said it began the summer Dill came to us, when Dill first gave us the idea of making Boo Radley come out. I said if he wanted to take a broad view of the thing, it really began with Andrew Jackson. If General Jackson hadn’t run the Creeks up the creek, Simon Finch would never have paddled up the Alabama, and where would we be if he hadn’t? We were far too old to settle an argument with a fist-fight, so we consulted Atticus. Our father said we were both right. Being Southerners, it was a source of shame to some members of the family that we had no recorded ancestors on either side of the Battle of Hastings...
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...4141- 4141--- Cherished and Cursed:Towarda Social History of The Catcher in the Rye STEPHEN J. WHITFIELD THE plot is brief:in 1949 or perhaps 1950, over the course of three days during the Christmas season, a sixteen-yearold takes a picaresque journey to his New YorkCity home from the third private school to expel him. The narratorrecounts his experiences and opinions from a sanitarium in California. A heavy smoker, Holden Caulfield claims to be already six feet, two inches tall and to have wisps of grey hair; and he wonders what happens to the ducks when the ponds freeze in winter. The novel was published on 16 July 1951, sold for $3.00, and was a Book-of-the-Month Club selection. Within two weeks, it had been reprinted five times, the next month three more times-though by the third edition the jacket photographof the author had quietly disappeared. His book stayed on the bestseller list for thirty weeks, though never above fourth place.' Costing 75?, the Bantam paperback edition appeared in 1964. By 1981, when the same edition went for $2.50, sales still held steady, between twenty and thirty thousand copies per month, about a quarter of a million copies annually. In paperback the novel sold over three million copies between 1953 and 1964, climbed even higher by the 1980s, and continues to attract about as many buyers as it did in 1951. The durabilityof The author appreciates the invitationof Professors Marc Lee Raphaeland Robert A. Gross to present an early version...
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