Sir Isaac Newton Was Born On December 25, 1642 At Woolsthorpe, Near Gr

Sir Isaac Newton was born on December 25, 1642 at Woolsthorpe, near Grantham in Lincolnshire. When Isaac was three years old his mother left him in the care of his grandmother to get remarried. After his mother was widowed a second time, she sent Isaac to grammar school in Grantham. He was later sent to Trinity College, at the University of Cambridge in the summer of 1661. Newton received his bachelor's degree in 1665. After avoiding college because of the plague he returned to Trinity, which elected him to fellowship in 1667 and then received his master's degree in 1668. He pursued his own interests: mathematics and natural philosophy ignoring the established curriculum. Isaac investigated the latest developments in mathematics and the new natural philosophy, and almost immediately made a few discoveries. Newton's first achievement generalized the methods that were being used to draw tangents to curves and to calculate the are swept by curves. He recognized that the two procedures were inverse operations. Newton made the fluxional method by joining them and created the mathematics that is now known as calculus. This was a method that carried modern mathematics higher than the level of Greek geometry. Another of Newton's interests was optics. Newton tried to explain how colors occur and he had made a theory that the sunlight is a heterogeneous blend of different rays. He also thought that each of these rays represents a different color and that reflections and refractions cause colors to appear by separating the blend into its components. Newton demonstrated his theory by passing a beam of sunlight through a transparent prism. The prism had split the beam into separate colors. In August 1684 Newton got a visit from Edmund Halley, a British astronomer and mathematician, who discussed with Newton the problem of orbital motion. He had pursued the science of mechanics as an udergraduate, and at that time he had already entertained basic notions about universal gravitation. During the next two and a half years, Newton established the three laws of motion. He applied these laws to Kepler's laws of orbital motion and derived the law of universal gravitation, which explained that all bodies and space on earth are affected by the force called gravity. Newton published his theory in a book that marked a turning point in science, and also caught a lot of attention of others. Robert Hooke claimed that Newton had stolen from him a central idea of the book: that bodies attract each other with a force that varies inversely as the square of their distance. Most historians do not accept Hooke's charge of plagiarism. Sir Isaac Newton made important contributions to science and mathematics as you can see. He was part of the foundation of calculus, created three laws of motion, and the law of universal gravitation.

Free Essays on Airport Technology

Airport management â€Å"McCarran Airport† The McCarran International airport is located in Las Vegas Nevada just one mile south of the strip. The McCarran International Airport is part of the Clark county Airport system which owns and operates six airports, including five general aviation airports. These airports are operated under the policy direction of the Board of County Commissioners, the authority of the County Manager and the management of the director and Deputy Director of Aviation. The Department of Aviation is a self sufficient enterprise and operates without county general fund tax revenues. The areas of the McCarran airport that we will attempt to analyze are: the Airports’ history, current status, the future plans; design factors and an evaluation whether or not these factors are suitable for the existing and future needs of the airport. First we will discuss the current facts of the Airport. McCarran International is the fifth busiest airport in North America, and 12th in the world as of the year 2000. In 2001 passenger traffic was 35,203,808. Currently McCarran airport averages 96,449 passengers per day compared to the 1991 average of 55,266 per day. Between 1991 and 2000 passenger traffic has increased 74.5%. Currently more than 30 airlines provide nonstop service to more than 70 international and domestic destinations. All of the major airlines fly into the airport including United, southwest, American west, Delta, American, Continental and Northwest. This adds up to 30 Domestic Airlines, 23 International and 21 Charter. More than 900 daily schedule flights fly in and out of the Airport. McCarran offers nonstop scheduled service to Canada, Germany, Japan, Mexico and London. Also fourteen airfreight companies provide service through McCarran. McCarran consists of 92 aircraft gates at two separate terminal buildin gs. Terminal 1 has gates A-D with gate A totaling 19 gates, B 20 gates, C19 gates and D has 26 gates.... Free Essays on Airport Technology Free Essays on Airport Technology Airport management â€Å"McCarran Airport† The McCarran International airport is located in Las Vegas Nevada just one mile south of the strip. The McCarran International Airport is part of the Clark county Airport system which owns and operates six airports, including five general aviation airports. These airports are operated under the policy direction of the Board of County Commissioners, the authority of the County Manager and the management of the director and Deputy Director of Aviation. The Department of Aviation is a self sufficient enterprise and operates without county general fund tax revenues. The areas of the McCarran airport that we will attempt to analyze are: the Airports’ history, current status, the future plans; design factors and an evaluation whether or not these factors are suitable for the existing and future needs of the airport. First we will discuss the current facts of the Airport. McCarran International is the fifth busiest airport in North America, and 12th in the world as of the year 2000. In 2001 passenger traffic was 35,203,808. Currently McCarran airport averages 96,449 passengers per day compared to the 1991 average of 55,266 per day. Between 1991 and 2000 passenger traffic has increased 74.5%. Currently more than 30 airlines provide nonstop service to more than 70 international and domestic destinations. All of the major airlines fly into the airport including United, southwest, American west, Delta, American, Continental and Northwest. This adds up to 30 Domestic Airlines, 23 International and 21 Charter. More than 900 daily schedule flights fly in and out of the Airport. McCarran offers nonstop scheduled service to Canada, Germany, Japan, Mexico and London. Also fourteen airfreight companies provide service through McCarran. McCarran consists of 92 aircraft gates at two separate terminal buildin gs. Terminal 1 has gates A-D with gate A totaling 19 gates, B 20 gates, C19 gates and D has 26 gates....

Designer Babies Research Paper Example | Topics and Well Written Essays - 2750 words

Designer Babies - Research Paper Example Parents should be allowed to modify their unborn child’s genes only for health reasons, and not cosmetic reasons. There are a number of parents who are not able to give birth to children. This is because it is proven scientifically that the baby will have a genetic disease and the baby will die when they are still young or in some instances the baby might even die before they are born. Parents always wish for the best when it comes to their baby and thus, they should be allowed to modify their unborn babies but only for health reasons. Recent research has shown that by use of various genetic techniques, parents can be assisted in preventing certain genetic diseases. Thus, these genetic techniques save the baby from undue suffering and death as well as assist in reducing emotional strain that is associated in bringing up an ill baby and also reduces medical costs significantly. This will evidently lead to happier parents and their babies. Further research done recently has prov en that there a number of parents who are giving birth to spare part children in few cases whereby if one baby suffers from a serious blood disease, the parents use IVF (In Vitro Fertilization) in selecting embryos in order to give birth to another baby who acts as a tailor-made, future bone marrow or blood donor. Such cases have shown that the baby will be born healthy and will assist the older baby stay well by being a donor (Bliss, 04). Where do we stop with enhancing and engineering unborn children? In instances like the spare part babies, it is unethical since doctors and parents are creating babies who act as an organ-donating factory and this should be discouraged at all cost. It is paramount to note that the fundamental issue of giving birth should be left to Mother Nature and when the spare part baby eventually grows up, they will be depressed once they discover that they born with the sole purpose of being an organ or blood donor. The principle behind giving birth is to ch erish and love the baby for what they are and not for what they can do for others (Naff, 08). Enhancing and engineering unborn children should strictly be done for health purposes only and not for cosmetic or spare part reasons. There is also a possibility of widening the already devastating imbalance between the poor and the rich since genetic techniques are extremely expensive and therefore only the rich can afford. This effectively means that only the rich will be able to eradicate genetic diseases in their families whereas the poor continue wallowing in the sea of genetic diseases (Murray and Dave Holmes, 11). The possibility of breeding a super-human race is indeed a reality since these designer babies will look down on those babies without genetic enhancements. Examples in reality are those people who are born with various disabilities and they are never comfortable when in the company of a normal person. They feel inferior and they also face intolerance. Thus, this discrimina tion against various people who are born with disabilities will evidently increase (Murray and Dave Holmes, 14). There is also the likelihood of parents being carried away in correcting perfectly healthy babies. This is possible since parents will always look for any opportunity to eliminate embryos since they have a gene for a particular disease and a dangerous trend will start

Quality assurance Assignment Example | Topics and Well Written Essays - 1250 words

Quality assurance - Assignment Example In the leadership, this serves as the head to a functioning body. The head houses the brain that guides the body’s processes through the brain. This is the same as the company in which its functions are all linked by the leadership or head office. Without this, there is a high chance of chaos and as such products being produced will be substandard. Sub-Standard material doesn’t attract customers and the lower the number the customers, the lower the profit made. Leadership and customers and production quality are all connected, and thus leaders should be carefully chosen (Bounds, 2004; 45). While a company should be able to produce good material remember well is the enemy of great. In order to get to a great one should be able to improve one’s good level and make it better by the day. The customer as well as the leadership will be able to note this in terms of the output. The production in the end is not the only way improvement will be noted. The workers too will be able to note the improvement of the company in terms of the environment. This attracts more customers to the organization, hence profiting the company. In management, there are various roles that ensure a company goes in the right direction. The position limits of the workers make sure that the workers do not interfere in the others work. How does this make effective quality assurance possible? It enables specialization, and specialization produces better products when each producer in a line of production processes makes sure their process is fully mastered and understood (Hakes, 2011; 34). This brings the end product as a high-quality product that a customer is happy to use. This ultimately brings the customer back and thus the act of loyal customers who are satisfied from the work done. The other role is that the role of team-play comes in the picture, and this enables the group to work cohesively. This action of team-play allows for contribution of effective quality

Effect of Product Placement in Films

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

Boys Antisocial Behavior Essay -- Education Argumentative Persuasive

Boys' Antisocial Behavior In almost any college class you walk into you will find that there are more female students than male. This wasn't the case years ago. David Thomas' article " The Mind of Man" points out that women are progressing readily in today's society, but where are the men? Years ago men were the only ones permitted into colleges. But as time went by people's ways of thinking changed dramatically. People began to realize that girls were not getting the education boys were, and things had to be changed. I think of this change, that society made, as a pendulum. Years ago, the pendulum hung to one side. The side of boys' education. This side completely dismissed girls education. Society wanted to fix this wrong by moving the pendulum towards girls' education. The ideal thing would have been for the pendulum to have hung in the middle, with equal educational opportunities for both sexes. The problem though, according to Thomas' article, is that the pendulum went too far, and now the boys are being disregarded as the girls once were. There isn't a problem with girls being educated and getting ahead in the world, that's fantastic; the problem is, boys are not getting the same education. Thomas' believes that the problem begins in grade school. Something is occurring in elementary schools that is turning boys away from education. This something is, predominantly, female teachers. Being female myself I don't think that female teachers are bad, rather that most of them are unconsciously encouraging the anti-social behavior of boys. "Women teachers consistently praised girls more than boys, and equally consistently criticized the boys' behavior, often regarding it as a serious problem requiring remedial treatme... ...school teachers was increasing. Boys, however continued to out-perform girls in scientific and technical subjects where teaching was still dominated by men" (122). With the statistics provided we can see that boys are performing poorly academically when in the hands of women. It isn't known for sure what's causing this problem or how it can be fixed, but one must start by realizing that there is a problem. The only solution that I can think of is that each and every teacher must work at putting positive ideas and positive feelings into each and every child. It is a hard task, especially living in today's world, but if teachers can show children that there is a bright future waiting for them they will work towards getting there. Work Cited Thomas, David. "The Mind Of Man." The Presence of Others 3rd Edition. Bedford/St. Martins, New York. (2000) : 120-25. Boys' Antisocial Behavior Essay -- Education Argumentative Persuasive Boys' Antisocial Behavior In almost any college class you walk into you will find that there are more female students than male. This wasn't the case years ago. David Thomas' article " The Mind of Man" points out that women are progressing readily in today's society, but where are the men? Years ago men were the only ones permitted into colleges. But as time went by people's ways of thinking changed dramatically. People began to realize that girls were not getting the education boys were, and things had to be changed. I think of this change, that society made, as a pendulum. Years ago, the pendulum hung to one side. The side of boys' education. This side completely dismissed girls education. Society wanted to fix this wrong by moving the pendulum towards girls' education. The ideal thing would have been for the pendulum to have hung in the middle, with equal educational opportunities for both sexes. The problem though, according to Thomas' article, is that the pendulum went too far, and now the boys are being disregarded as the girls once were. There isn't a problem with girls being educated and getting ahead in the world, that's fantastic; the problem is, boys are not getting the same education. Thomas' believes that the problem begins in grade school. Something is occurring in elementary schools that is turning boys away from education. This something is, predominantly, female teachers. Being female myself I don't think that female teachers are bad, rather that most of them are unconsciously encouraging the anti-social behavior of boys. "Women teachers consistently praised girls more than boys, and equally consistently criticized the boys' behavior, often regarding it as a serious problem requiring remedial treatme... ...school teachers was increasing. Boys, however continued to out-perform girls in scientific and technical subjects where teaching was still dominated by men" (122). With the statistics provided we can see that boys are performing poorly academically when in the hands of women. It isn't known for sure what's causing this problem or how it can be fixed, but one must start by realizing that there is a problem. The only solution that I can think of is that each and every teacher must work at putting positive ideas and positive feelings into each and every child. It is a hard task, especially living in today's world, but if teachers can show children that there is a bright future waiting for them they will work towards getting there. Work Cited Thomas, David. "The Mind Of Man." The Presence of Others 3rd Edition. Bedford/St. Martins, New York. (2000) : 120-25.

A Synopsis of the Movie Twilight: New Moon

Twilight: New Moon *Mise*-en-scene Title: Twilight: New Moon Year: 2009 Director: Chris Weitz Writers: Stephanie Meyer (novelist) and Melissa Rosenburg (screenplay) Actors/Actresses: Robert Pattinson-Edward Cullen, Kristen Stewart-Bella Swan, Taylor Lautner-Jacob Black, Ashley Greene-Alice Cullen Synopsis This movie is the sequel to Twilight, which was a major hit in 2008. In the first movie Bella Swan falls in love with a vampire. The vampire, Edward Cullen, is very protective of Bella and tries to keep her safe. In New Moon Edward feels that the only way to protect Bella is to break her heart so she won’t follow him. However after Edward leaves Bella comes face to face with danger and the only protection she has is her long-time friend Jacob who she realizes is a werewolf. By the end of the movie Bella is torn between her love for the werewolf and the vampire. Analysis My focus is on scene nine where Bella is confronted by the Cullen’s vampire rival, LaRon. LaRon’s intent is to kill Bella now that Edward has left her defenseless. The scene is set in the meadow where Edward first appeared to Bella in his true form. When the sunlight shined on Edward his skin glistened like diamonds. At that time the meadow was beautiful, the grass was green, the flowers were in vibrant full bloom, and the sunlight shined down so bright. Now that Edward has left the meadow is dead, the grass has turned brown, all the flowers are gone, and the lighting is low and gloomy. I like to think of this as a metaphor to Bella’s spirit how it was alive and vibrant with Edward’s presence and is now dull and a part of her has died. Also you see her in a dangerous position being face to face with LaRon without Edward being there to protect her like before. Then Jacob appears in the scene in his werewolf form to protect Bella. However at this moment she does not realize it is Jacob. Here we are seeing Jacob in his true form appear to Bella just as Edward did for the first time and in the same location. It almost seems as though Jacob has taken on Edward’s role in Bella’s world. There is one shot where the rest of the wolf pack proceeds on to kill LaRon and Jacob stops and turns his focus to Bella for one moment and then moves on. At this moment Bella is mere feet away from this massive wolf but she stands there and looks back at the creature. The up-close shot of the wolf’s eye as he is gazing at Bella shows her reflection and you can feel his harmless nature. This is where it all came together for me and I thought Bella had pieced together the clues but I wasn’t until two scenes later that she realized it had been Jacob that rescued her. In one still frame the full shot conveyed danger, protection, love, and loss. This was a very well-organized scene and I think it worked well in the movie and added drama and thrill for the audience.