Dialogue Between Plato and Aristotle Essay Example for Free

Exchange Between Plato and Aristotle Essay Pluto: No, tune in. I am stating that nature or structure that we live in is brimming with lopsidedness, blemish and contamination this because of the way that this structure is just a duplicate of the perfect world that one would see once they ascend over our physical condition and handle it mentally. Aristotle: I comprehend you fine and dandy yet I can't help contradicting you. I concur that our reality is a flawed world yet I item to the idea that it isn't genuine or that there is another undetectable structure out there from which it is cloned. I locate that ridiculous, everything is directly here on earth, truly. Pluto: No. What we see on earth ‘physically’ as you state are simply copies or counterfeit imitations of the genuine article just with a great deal of flaws. This is only a dream of the genuine article. Aristotle: How would that be able to be the point at which our regular world is genuine and physical? Let me disclose it to you unmistakably, our reality, this world is comprised of numerous structures. Without a doubt, they may not be perfect, unadulterated or great yet our faculties relate to them. Pluto: Well, our faculties relate to them since they are duplicates of the ideal structure and we know about them. Let me disclose it to you. Information must have as its article what is transparently genuine as compared with that which is an appearance in particular, that which is completely genuine must be fixed, lasting and constant in the domain of being instead of that which is in the domain of physical. That is the reason you call these world ‘physical’ when it is only a discernment from the genuine perfect structure. Aristotle: That is foolish! On the off chance that experience has given us anything is that singular substances exist and are genuine, being predicated of the substance and that an individual isn't delivered by some thought or model the really exist! Pluto: Now you have joined individuals unpracticed in the hypothesis of structures. Hostages in a cavern, bound to the divider with no probability of stopping people in their tracks. With fire consuming behind you, you can just observe the mass of the cavern and the shadows of the manikins set among you and the fire. You are inadequate to comprehend that the shadows you see and the echoes you hear are an impression of genuine articles, behind you. This world that is accessible to our faculties exists just as an impression of this present reality. Aristotle: Here is the place I vary to you totally! !An individual isn't framed from the impression of another’sâ mind however from a person who through germ or seed had the option to replicate another consequently, the seed in the individual would be in intensity structure as a result of its ability to turn into a person in future. Each individual is a compound of issue and structure, not a mirror or impression of another from another structure. Pluto: That is exactly that it is so natural to confuse appearance with the real world, much the same as the prisoners in the cavern understanding, they effectively allude to the shadows utilizing the names of the genuine items that the shadows reflect. This fair shows information is just an impression of the genuine thoughts in our brains. What is seen on the earth is an impersonation of the genuine article. The hostages, by taking a gander at the shadows may realize what a thing is nevertheless this doesn't empower them to guarantee that it alludes to an item, which they have seen. In like manner, we need the physical articles so as to empower us gain ideas. Aristotle: So your thought is that we live in an envisioned world and that is duplicated from a perfect world and that the physical things and elements we experience on our everyday exercises and with which our faculties relate to are only there for us to secure ideas? Pluto: Yes. Precisely! Aristotle: You are not genuine! You do understand that the chance of mistake powers the psyche to decide reality legitimacy of a given proclamation. Which means the mind must have sufficient reasons, which can guarantee the proposed judgment complies with the real world. These are the establishment of impeccable information, information through causes. Not that we begin from some made up structure that we can't get to, however that we start from a person. Matter is the vague component, which is perpetual, and structure is the power and force molding and building up the person. That is a structure of two explanations prompting right thinking. Pluto: So you article to my entire thought? Aristotle: Completely! It does not have an establishment and disintegrates upon itself. Your own contention contends that there is requirement for physical articles to empower us procure ideas yet your thought depends on an inconspicuous structure that can't be affirmed truly. Pluto: We could contend about it for a considerable length of time. It’s an impasse. Aristotle: Seems we have discovered a stalemate, however I win!

MHE503 Survey of Emergency and Disaster Mgt Module 3 Case Essay

MHE503 Survey of Emergency and Disaster Mgt Module 3 Case - Essay Example The thing that matters was especially set through the presence of SDOF or Single Degree of Freedom which is a framework used to get ready structures for up and coming prospects of seismic exercises from the world's ground. In Kobe Japan, the planning has been engaged upon the departure of the people.1 Practically, they neglected to see through the ten times arrangement even before disasters happen. In the interim, the Northridge Earthquake in California has made a progressively advanced procedure of sparing the structures even before the catastrophe occurred. 2This is one specific distinction in the event of quake control between the two places in thought in this. Fundamentally, planning structures for their ability of confronting catastrophes, for example, tremors could be a colossal matter of thought to keep away from greater degrees of disasters from happening.3 On the piece of the structures in Northridge California, it has been accounted for that the four structures present in the zone had been additionally analyzed for their capacities of confronting potential catastrophes and were noted to have the accompanying pace of uprightness in confronting seismic exercises in the ground. The degrees of trustworthiness had been introduced as follows: As observed from this specific figure, the degree of confinement that the structure has regarding confronting seismic exercises in the territory could be considered truly stro... e catastrophe, something that has not been focused on by the directors in the KOBE Earthquake control before event of the disaster in thought. 2. Portray significant parts to remember for a moderation methodology for overseeing tremor chance. As came about because of the exploration and study considered in this paper, it could be viewed as that readiness with respect to the developers of the structures is a significant issue to focus on. Through this viable pre-emptive procedure, the disasters that could occur during tremors could be very much controlled and overseen. It could be noticed that through the diverse preliminary techniques taken into genuine thought by the managers of the basic structure draws near, the potential odds of catastrophes happening later on could be detracted from the degree of stresses that veils the cutting edge structures and the transcending statures of the structures in the advanced network of human culture today. With this safeguard mulled over, a great many lives and properties could be spared from destruction. Starting here of conversation, it could be acknowledged how the various choices of relief could be given cautious consideration through making prudent strides a very long time before the conceivable event of disasters and mishaps particularly including structures and structures. Today, particularly with the usage of current innovation, auxiliary courses of action used to for all intents and purposes make proportions of assurance and arrangement could be effortlessly focused on, permitting odds of being spared from disastrous parts of the bargains a superior decision for the vast majority living inside the zone where the occasion is concentrated. References: BCJ (Building Center of Japan), 1997, Menshin Kozou

How the Essay Writing Skills Can Be Your Partner

How the Essay Writing Skills Can Be Your PartnerIt is hard to say when and where free essays online became popular. However, you can bet that the emergence of these essays is quite recent and has definitely been accepted by many people.All of a sudden, people would be surprised to see several online courses, which promise to show you how to write some great papers, along with the right people in a very low cost. This is the reason why free essays online got popularized.With this, it is very clear that writing a paper or essay is very important in our everyday life. Writing a paper or essay is one of the most crucial things, in our everyday life. In fact, a lot of people have been saying that a person who wants to get a degree is not in the position to think of doing this.However, there are a lot of people who would find it very hard time writing an essay or a paper for whatever reason. But then again, today, we are able to find online course that would help us to know about the writi ng skills and would also prepare us in the basics.These online courses will guide you in the basics, which can give you a fresh outlook in writing, along with the instructions in essay writing. Along with that, you would also get a fresh feeling on how to effectively write a particular essay, which would help you in the overall success of writing a paper or essay.For those who are not too confident with their essay writing skills, you can ask for help from these huge amount of reviews and testimonials. All of a sudden, a lot of people are also glad to know about the online courses that teach you about essay writing skills.Free writing skills are indeed quite useful at the same time. The great thing about them is that they are very cheap and yet they will help you greatly in your homework, which you need to do, in order to prepare for your future tests and exams.So, now that you know about the importance of writing essays online, you can be a part of making the most out of your essay writing skills. Since it is so cheap, you will not have to worry about the budget; only that you will not make it a waste.

Definition and Examples of Modifiers in English Grammar

In English grammar, a modifier is a  word, phrase, or clause that functions as an adjective or adverb to provide additional information about another word or word group (called the head). A modifier is also known as an adjunct. As illustrated below, modifiers in English include adjectives, adverbs, demonstratives, possessive determiners, prepositional phrases, degree modifiers, and intensifiers.   Modifiers that appear before the head are called premodifiers, while modifiers that appear after the head are called postmodifiers. Modifiers may be either restrictive (essential to the meaning of a sentence) or nonrestrictive (additional but not essential elements in a sentence). Examples of Different Modifier Usage Too many grammar terms in a row? Lets look at some examples. Authors  Gà ¼nter Radden and Renà © Dirven  illustrate the types with the most common ways that qualifying modifiers are used in Cognitive English Grammar. In all the examples here, the qualifiers modify the word detective and are in italics: (4a) Hercule Poirot is a  brilliant  detective.(4b)  Agatha Christies  detective Poirot is a legend all over the world.(4c) The detective  with the waxed moustache  solves the  most baffling  cases.(4d) Hercule Poirot is the  famous  detective  created by the English mystery writer Agatha Christie.(4e) Poirot is a detective  who has come to England as a war refugee.In sentence (4a), the adjective  brilliant  modifies the  predicate noun  detective.In sentence (4b), the head noun  detective  is modified by the complex  noun phrase  Agatha Christies, where the  genitive  morpheme  s  expresses the relation of possession.In sentence (4c), the noun  a detective  is modified by the  prepositional phrase  with the waxed moustache.In sentence (4d), two  nonrestrictive  modifiers are added to qualify the definite  referent  detective: the adjective  famous  and the  participial phrase  created by the English mystery-writ er Agatha Christie.In sentence (4e),  a detective  is modified by a  relative clause. Additional Examples of Modifier Types We could go further, to illustrate additional examples:   Hercule Poirot is a really good detective. The word really represents an intensifier for the adjective good. Really is an adverb, as it is modifying an adjective. Hercule Poirot is that detective. The word that is demonstrative. It distinguishes Poirot from at least one other detective. Hercule Poirot is the detective whos not wearing a deerstalker hat. The clause  is restrictive. The clause is essential to know which detective Poirot is, presumably from at least one detective who is wearing a deerstalker hat. The case was  almost  solved. The degree modifier (an adverb) shows how much of the case was solved. Instead of intensifying, degree modifiers qualify by giving the degree to which something is, like someone being fairly sure of something. Wearing a deerstalker hat, the murderer was caught by Sherlock Holmes. This clause represents a misplaced modifier  because it puts the hat on the murderers head instead of Holmes. If there were no subject of the sentence (eliminating by Sherlock Holmes), the opening phrase would be a  dangling modifier. Few detectives wear deerstalker hats. Few is a  quantifier, telling how many. Both Hercule Poirot and Sherlock homes are well-known detectives. The modifier is a  compound adjective. Source Radden, Gà ¼nter. Cognitive English Grammar. Cognitive Linguistics in Practice, Renà © Dirven, 2nd Edition, John Benjamins Publishing Company, July 5, 2007.

The Chicago School Of Sociology - 1624 Words

The Chicago School The Chicago school of sociology believed that there were certain aspects that were inherent within an industrialized city that could cause criminal behavior. The school and there researcher believed that the way to find out if this hypothesis was correct was to analyze and observed the regions in which the criminal and deviant activities were occur in. The school decided that to get a better idea of how this was affecting the area they would have to get involve with the community and do some field work to gage the response of the citizens within the area, and to ask questions and fill out surveys to gain a better perspective of the issue at hand. The research study was â€Å"a literary mode by sociological reporters, who provided dense descriptions documenting in rich and intriguing detail particular events and processes from their experience of being immersed with actual participants and getting to know their situated life patterns and belief systems† (â⠂¬Å"The Chicago School†, n.d.). The main purpose of this research is to ascertain if the Chicago school of sociology and â€Å"General Strain Theory (GST) share any type of relationship in regards to stress, criminal behavior that leads to crime, negative emotions base on the community in which they reside, and failure to achieve positively valued goals (i.e., status or money) because of their living conditions or environment† (â€Å"Review of the Roots†, n.d.). Literature Review General Strain Theory symbolizes theShow MoreRelatedThe Development of the Chicago Schools1684 Words   |  7 Pagescrime found by the Chicago School and how the findings have shaped our understanding of crime in the 21st century. Firstly by introducing the Chicago School theory, also known as the, Theory of Social Disorganisation and the Ecological School Theory. The University of Chicago formed a department of Sociology in 1892 its focus related to issues in Criminology and Sociology, with interests in and towards Social Psychology along with Urban Sociology. The main focus of the Chicago school was that humanRead MoreRobert J. Sampson s Theories On Urban Neighborhoods And Criminal Behavior1292 Words   |  6 PagesRobert J. Sampson is a criminologist, Henry Ford II Professor of the Social Sciences and chair of the sociology department at Harvard University. He focuses heavily on the intersectionalities of race, poverty, age, and broken families in urban neighborhoods throughout his career. Robert emphasis that these intersectionalities are the causation of crime. Sampson is not a personality, biological, or opportunity theorist, but an soc-ecology theorist. He uses his theories that are more in a macro levelRead MoreThe Effects Of Urbanization, Industrialization, And Immigration On The Chicago Neighborhood Essay1521 Words   |  7 Pages In 1892, The University of Chicago became the first university in the United States of America to establish a department of sociology (Panzarella Vona, 2013). Within a couple of years, the University of Chicago would become the leading university in developing criminal theories. The top professors of the sociology department studied in France and Germany where there is an emphasis placed on the social influence in human behavior by using official records, such as court and welfare records, asRead MoreThe Influx of Changes in Chicago During the Late Nineteenth and Early Twentieth Century844 Words   |  3 PagesStates economy changed dramatically, as the country transformed from a rural agricultural nation to an urban industrial giant, the leading manufacturing country in the world. As this economic growth proliferated, Chicago was the epicenter in America. Travelers from Europe flocked to Chicago in search of opportunity. Meatpacking and steel were especially attractive for unskill ed laborers from Europe. The late nineteenth and early twentieth centuries, known as the Industrial Revolution, were periodsRead MoreAll the Worlds a Stage, the Dramaturgy1119 Words   |  5 Pagesthat in sociology we really need to understand face to face interactions of individuals to understand a society as a whole. He also believed in a concept called symbolic interactionism. He believed that social interactions are what make someone who they are. I believe that to understand his ideas better it is imperative that you know a little about him. Goffman was born June 11, 1922(Blackwood, 2011) to a Jewish Ukrainian couple in Canada. Initially, he received his bachelors in sociology at theRead MoreSociology : How Human Action And Consciousness Shape The Surrounding Of Cultural And Social Culture1734 Words   |  7 PagesZygmunt Bauman once said, â€Å"The task for sociology is to come to the help of the individual. We have to be in service of freedom. It is something we have lost sight of.† This quote means the main purpose of sociology is to help people with our freedom of service, because it is something we as people lost sight of. Sociology can be defined by Dictionary.com, as the science or study of the origin, development, organization, and functioning of human society; the science of the fundamental laws of socialRead MoreGoffman s Theory Of Sociology And Anthropology1549 Words   |  7 PagesGoffman attended St. John’s Technical High School. He showed an interest in chemistry and went on to study chemist ry at the University of Manitoba in 1939. In 1943 and 1944 Goffman worked at the National Film Board in Ottawa. While there, he met Dennis Wrong. Dennis Wrong encouraged Goffman’s interest in sociology. Soon after, Goffman enrolled at the University of Toronto, where, under the guidance of C.W.M. Hart and Ray Birdwhistell, he read widely in sociology and anthropology† (Fine and Manning).Read MoreEssay on Is Working Class Crime a Product of Social Background?1097 Words   |  5 Pageshave mostly derived from two different schools of sociology, the first of which is Appreciative Sociology. This was created at the University of Chicago, and was created in response to the dramatic changes that was taking place in US cities, during the early part of the 20th century. Chicago sociologist where determined to create a social theory that would appreciate the wide variety of different cultures and life styles in Chicago that had existed ever since the increaseRead MoreCritique of the Theory of Assimilation1583 Words   |  7 PagesThe scholars of the Chicago School of Sociology have presented a theory of assimilation that generally states that people of different cultures and ethnicities that come into the United States (also applies to other countries as well) will have contact with American culture which will generate conflict. These people of a different culture or ethnicity will eventually acculturate and integrate into a so called â€Å"Melting Pot† of culture in which they will give off their own unique flavor but will eventuallyRead Morefactors that contributed to the rise and development of sociology1511 Words   |  7 Pagescontributed to the rise of sociology and the latter`s development. In simply terms, sociology is the scientific study of the society and human behavior. The emergence of sociology traces back to the eighteenth century up to present day. Johnson (1998) suggests that in summary, t he rise and development of sociology is based on political, economic, demographic, social and scientific changes. Ritzer (2008) asserts that the immediate cause for the beginning of sociology were political unrests especially

Attitudes Of Parents Towards Teen Contraceptive Use

RESEARCH OBJECTIVES This project will investigate the differing attitudes of parents towards teen contraceptive use, based on personal beliefs. Specifically, this project will explore the (accessibility of reproductive health care and contraceptive use,) the value of contraceptive use, the stigma of contraceptive use, and the concerns parents may have regarding teen sexuality. Additionally, thoughts from parents, school officials, and young adults on Planned Parenthood funding will be explored. Recommendations to improve sexual health and education will be solicited from the parents. BACKGROUND/LITERATURE REVIEW With the ongoing concerns of risky adolescent behaviors, the importance of thoughtful and proper decision making is a cornerstone†¦show more content†¦Adolescents, between ages 12 and 16, were engaged in a three-wave longitudinal study that utilized a Computer Assisted Self Interview (CASI) technique to collect survey answers. A significant, positive relationship between television viewing and youth sexuality led to the finding that parental media intervention greatly influenced sexual youth behavior. From this finding, the researchers state the importance of open communication to bridge the gap between unmonitored youth behavior and parental expectations. Parental control, decision self-esteem, and decision coping, in relation to sexual behavior and contraceptive use, were examined among multiethnic adolescents residing in Hawaii (Commendador, 2011). A moderate level of maternal control led to average contraceptive use in comparison to other studies. In a decisional self-esteem assessment, Commendador found that adolescents tend to lack confidence when making decisions for him or herself, but as they age and mature, decision making competency increases. Although adolescent age did not significantly correlated with decision coping and decision self-esteem (in regards to contraceptive use), a positive correlation between adolescent age and parental control was found. This study concluded that parenting style positively correlated with complacent-coping decision making. Social disparities within the utilization ofShow MoreRelatedLow Income Black And Hispanic Adolescent Females Essay1532 Words   |  7 PagesThey are at higher risk, than other ethnicities, for acquiring an STD and/or experiencing an unplanned pregnancy. Increased utilization of dual contraception is of great importance in these communities. Adolescent females in general are less likely to use dual forms of protection from STD’s and unplanned pregnancy. Young women, due to their anatomy tend to be more susceptible to STD’s than are young men. Black and Hispanic females are 4.9x and 2.1x, respectively, more likely to contract chlamydia (whichRead More Preventing Teenage Pregnancy Essays1195 Words   |  5 Pagessubject of teen pregnancy, because to some people teens seem to be getting pregnant expeditiously in these times. People fail to realize that having a baby is a privilege to many people and not a problem. Many people take having a baby as a lightly. Getting pregn ant and having a kid has many pros/cons. Having a child can be very hard on some people and cause them to break. When babies are brought into this world there are a lot of things to worry about. The greatest problem associated with teen pregnancyRead MoreTeen Pregnancy: A Problem for Society1195 Words   |  5 Pagessociety. This debate is from the perspective of teens, and absent from the medical, ethical, and political views on teen pregnancy. According to Jewell, Tacchi, Donovan, (2000), teen pregnancy is not a problem for teens themselves but more of a problem for society. The large numbers of unintended pregnancies are among unmarried teens. A number of teens do not want to become pregnant, although some are not opposed and other has ambivalent attitudes (Bruckner, Martin, Bearman, 2004, p. 535-557)Read MoreTaking a Look at Sex Education1727 Words   |  7 Pages The first position on this topic is Abstinence-only until marriage sex education should be taught in public schools. According to the heritage foundation, â€Å"teens who abstain from sex have improved life outcomes† (â€Å"Sex Education and Abstinence†). Safe sex can never be guaranteed to be 100% effective. Safe sex only merely reduces the risks while abstinence completely eliminates the risk (Garth 112). Modern sex education techniques are too bold and in turn, desensitize adolescents, encouraging promiscuousRead MoreTeen Pregnancy Research Paper820 Words   |  4 Pagesin America Teen pregnancy is a growing epidemic in the United States. Teen girls are becoming pregnant at an alarming rate, with a lot of the pregnancies planned. With television shows broadcasting shows such as â€Å"16 and Pregnant† and â€Å"Teen Mom†, it is giving teenage girls the idea that it is alright to have premarital sex and become pregnant. It is in a way condoning teen pregnancy. I am interested in discussing teen pregnancy and the options that are out there for the teens who find themselvesRead MoreSexual Education And Sex Ed1697 Words   |  7 Pagesactivity, or increased rates of condom use or other contraceptives, or both (Forrest Kannabus, 2009). It appears to be evident that providing sexual education at a younger age, such as 5th or 6th grade, is not only necessary but appropriate as well. Mandatory vs. Optional Sex Ed Because all students deserve the opportunity to have equal access to sex ed; it should be mandated by all schools to teach comprehensive sexual education, with the option for parents opting their children out of class.Read MoreThe Rates Of Teen Pregnancy Essay3072 Words   |  13 PagesINTRODUCTION Throughout the United States, rates of teen pregnancy are significantly high. In 2013, there were 26.5 births for every 1,000 adolescent females ages 15-19, or 273,105 babies born to females in this age group.1 Young, minority women between the ages of 15 and 24 appear to be at greater risk for becoming pregnant. Minority populations are also linked with low socioeconomic status, whether in terms of education or income, or both. Having low income and lower levels of education (the mostRead MoreThe Prevention Of Teenage Pregnancy Essay1513 Words   |  7 Pages Currently, there are over nineteen different forms of contraception but, the most popular form that is used by teenagers are condoms, specifically the male condom. Only fifty-five percent of teenagers who are sexually active use condoms (Sexual Activity, Contraceptive Use, and Childbearing of Teenagers Aged 15–19 in the United States, CDC). These are most commonly used since there is no age restriction placed on them, unlike forms of female contraception. Females have to be over the age of eighteenRead MoreContraceptive Use And Awareness Of Adolescents Essay2207 Words   |  9 Pages Thesis: Contraceptive use and awareness in adolescents is important to decreasing pregnancy rates, negative mental effects, and reducing contractions of STIs. I. Lack of proper sex education is a contributing factor to teen pregnancy and contraction of STIs. a. Comprehensive sex education (CSE) is â€Å"age-appropriate, culturally relevant approach to teaching about sexuality and relationships by providing scientifically accurate, realistic, non-judgmental information (â€Å"Emerging Evidence†).† b. ByRead MoreElderly Abuse, Teenage Pregnancy, and Proposed Solutions to These Two Family Problems977 Words   |  4 Pagesinvestigators are needed. The solution, however, lies not only in criminal prosecution of abusers, but also in mental health and social services—counseling, daycare, nursing care, and volunteers in the home. â€Å"Until we commit ourselves to a zero-tolerance attitude concerning elder abuse—or, indeed, any abuse—it will continue unchecked and, by virtue of our silence, we will be guilty of helping it to remain,† said Gerald A. Larue, who proposed and ethical code for the treatment of the elderly (Larue, 1989)

Literature Review Celebrity Chef free essay sample

This review should bring all relevant facts about the subject and facilitate practitioners and highlight areas for further research. In short celebrity endorsement is about endorsing products with the help from a celebrity. Consumer association towards a celebrity endorsed produced increases their purchase intention as many see the celebrity as a role model. However, it is important that the consumer can identify with the celebrity and that the celebrity? s image fits with the produced he or she endorses, only then will celebrity backing be an effective advertising strategy. . 2. Background and Definition Nowadays, celebrities are used in advertising in almost every context. Athletes such as Michael Ballack (Adidas) or Tiger Woods (Rolex) or models such as Cindy Crawford (Omega) or Heidi Klum (Katjes) endorse several products. These celebrities act as a spokesperson in order to advertise and promote products (Kambitsis et al. , 2002). Celebrities can create more positive responses to wards advertising and greater purchase intentions than non-celebrity endorsers (Byrne et al. , 2003). Using celebrity as an endorser for a given product can either be positive or negative for a company/brand. A campaign that turned out successfully was the campaign with Jamie Oliver as an endorser for the supermarket chain J. Sainsbury. The successful format of the TV production â€Å"The naked chef† provided an ideal platform to use for the advertising campaign within a context relevant for J. Sainsbury? s desire (Byrne, 2003). An example of a campaign that did not turn out successful was when J. Sainsbury used the actor John Cleese in the â€Å"value to shout about† campaign in 1998. Employees and customers alike felt that Cleese was not the right personality to personify the supermarkets quality image (Whitehead, 2003). In the literature there are two different definitions of celebrity endorsers used. The definitions used are: â€Å"A celebrity endorser is an individual who is known to the public (actor, sports figure, entertainer, etc. ) for his or her achievements in areas other than that of the product class endorsed†. (Friedman, 1979, p. 63) â€Å"Any individual who enjoys public recognition and who uses the recognition on behalf of a consumer good by appearing with it in an advertisement†. McCracken, 1989, p. 310) In other words these definitions says that an individual who is known to the public in different ways. The individual is famous and utilizes his or her publicity to advertise a product that does not have anything to do with the individual fame. I consider McCracken? s definition as the most informative one as it is short and concise. The definition gives a clear view of what a celebrity endorser is. Previous studies have been done on consumers? response to celebrity endorsement in advertising. Results of these studies show that celebrities make advertising believable and enhance message recall. Furthermore, when celebrities are recognized with brand names, it creates a positive attitude toward the brand and a distinct personality for the endorsed brand (Agrawal and Kamakura, 1995). 2. LITERATURE REVIEW In the following chapter the method used for this review will be introduced. The chapter will start with how a literature review is defined, followed by the literature search, method problems and quality standards. 2. 1. Definition of literature review Conducting a literature review is about understanding a topic that has already been addressed, how it has been researched by other authors, and what the key issues are (Hart, 1998). According to the author Chris Hart (1998) the definition of a literature review is the selection of available documents; both published and unpublished (in my review I will only study published academic documents), on the topic, which contains information, ideas, data and evidence written from a particular standpoint. 2. 2. Literature search, methodology used When searching for articles I used the databases Emerald, Ebsco and ProQuest. These databases were used because of the highest ranked journals in the field of marketing were listed there. I used the article Journal quality list (2008) issued by Harzading. com, research in international and cross-cultural management. High ranked journals increase the validity of the thesis, as validity is defined as â€Å"The ability of a scale or measuring instruments to measure what is intended to be measured†(Zinkmund, 2000). I also tried to find books relevant to the topic by using the library here at Les Roches International School of Hotel management as well as the library database google. scholar. . 3. Description of sub-topics Purchase intentions: Describes what impact the celebrity endorser has on the consumers purchase intentions. A consumer is more likely to purchase complex or expensive products which are endorsed by celebrities rather than by non-celebrities. Daneshvary and Schwer (2000) point purchase intention as an environment of associations between endo rsement and consumer, depending if the consumer can identify with that association and purpose. Consumers? association to celebrity endorsement/endorser: How consumers associate/have a connection towards the celebrity endorsement/endorser. If a company want a consumer to associate to an endorsed product it is important to choose an endorser who uses the product and where that use is a reflection of professional expertise (Daneshvary and Schwer, 2000). A formula 1 driver endorsing helmets is good, while a tennis player endorsing car polish is less good (ibid). Consumers? attitudes towards the endorser: The consumers? often have a positive attitude towards the product and the celebrity, despite the fact, that it is well known, that the endorser earned a lot when promoting the product (Cronley et al. 1999). Effectiveness of celebrity endorsement/endorsers: How effective is the usage of celebrity endorsement. It is, most likely, more effective to use celebrity endorsement constantly to increase the strength of the link between the celebrity and the endorsed brand. It is also more effective to use a celebrity who is not associated with another product (Till, 1998). Positive/negative effects of celebrity endorsement: the usa ge of celebrity endorsement can be both positive and /or negative, which can influence the company / brand in the end. For example, using celebrities can be very costly; also, celebrities might switch to a competitor, which would then increase the risk of a negative impact (Agrawal and Kamakura, 1995). However, in can be said that celebrities in advertising are widely spread and persistent and the marketing executives continue to utilize celebrity endorsement as an advertising strategy (ibid). Profitability of celebrity endorsement: The use of celebrity endorsement will hopefully lead to increased profitability.