Victor Joseph Essay Example for Free

Victor Joseph Essay Not everybody can conclude or can judge what the real characteristic of a person is unless you get to know him better. We can never blame ourselves from keeping our eyes blind on the things that we don’t want to see, but in the end, what we need is a little touch of acceptance and moving on with our life without living in the past, can somehow set us free. As the main character of Smoke Signals, at first, I see Victor Joseph as a young man, who is full of grievance with his father. All his life, all he knows is that his father is alcoholic, abusive and he left him and his mother without returning. One famous line is this â€Å"Thomas you dont even know my father. Did you know that my father was the one that set your parents house on fire? Did you know that my father beat my mother? Did you know that my father beat me too†?. Victor’s language is vulgar as he utters, â€Å"You gotta look mean or people wont respect you† (Alexie, 1998) he seems to be a full grown man with full of hatred. One flashback scene in the story gave me a different view about Victor’s Father. It was when Victor’s father died. The climax begins to reveal when Victor decided to go to a trip to get the remains of Arnold. When Thomas Builds-the-Fire a young man from an Indian reservation met Victor Joseph and told him that his father has saved his life, it turns out to be a different kind of story. It’s such a twist about the characteristic of Victor’s father, Arnold, that puts Victor in great denial. Thomas and Arnold spent good times together as he always remembers him as a thoughtful person who always gives him a nice breakfast and will never forget how he saved his life. As the story ends, Victor lived his life without the guidance of his father and left him bad memories that he will never forget. Hence, we should learn to forgive and give chance to others because in every mistake, there is a corresponding will to make something good behind it. Alexie, S. 1998 Smoke Signals: A Screenplay. Hyperion, 179 pages

Triple Des Against A Brute Force Attack Computer Science Essay

Triple Des Against A Brute Force Attack Computer Science Essay Over the last few years, the Internet has evolved into a ubiquitous network and inspired the development of a variety of new applications in business and consumer markets. So, Multiprotocol Label Switching is another Challenge and a versatile solution to address the problems faced by present- day networks. Main objective of MPLS is to provide Security in the data exchanged. So, In this paper we have implemented Encryption Algorithms like AES, DES and Triple DES to provide sufficient levels of security for protecting the Confidentiality of the data in MPLS Network. This Paper also analyzes the Performance of these algorithms against Brute-Force Attack implemented in the MATLAB environment to protect the MPLS Network MPLS stands for Multiprotocol Label Switching, is a technology proposed by Internet engineering Task Force (IETF) it was designed to facilitate several problems areas in the internet including routing performance and is increasingly being adopted by service providers in their core networks. MPLS solutions are to be used with Layer2 and Layer 3 Protocols. MPLS has emerged as a potential solution for addressing traffic engineering, security and survivability for IP networks. So, a label is assigned to a packet when it enters the MPLS network at ingress Label Switched Router [1]. So, a label is a short fixed length identifier which is of 20 bits ranging from 0 to 19 that is used to forward the packets. Within the network the labels are used to route the packets without regard to the original packets header information. So, in this paper to secure the data which is attached with the label, various Encryption algorithms like AES, DES and Triple DES has been implemented on MPLS network. Ou r technique does not require any hardware, it is totally based on software.Following Sections discusses the proposed scheme. Section 2 discusses the Security Requirements of MPLS network. Section 3 gives the quick overview of the various encryption algorithms used in this technique. Section 4 walks through the used setup environment and the settings for the encryption algorithms on MPLS. This section also illustrates the performance evaluation methodology chosen settings to allow for a better comparison. Section 5 gives a thorough discussion about the implementation results. Finally, Section 6 concludes this paper by summarizes the key points and other related information. 2. Security Requirements of the MPLS Network Network Managers have many options for site to site connectivity like Traditional leased lines, ATM based connectivity and frame relay. But other two types of modern VPNs i.e MPLS and IPSec are becoming increasingly attractive to network managers [2]. In pure IP network it is easy to spoof IP addresses which is a key issue in Internet Security. But, because MPLS works internally with labels, instead of IP addresses, so it not so easy to breach the security. The very fact to make concept clear is that it is not possible to insert packets with wrong labels into the MPLS network from outside, since the customer edge(CE) is unaware of the MPLS core and thinks that it is sending IP packets to the router [3]. The intelligence is done in (PE) provider edge device where based on the configuration, the label is chosen and prepended to the packet. So, MPLS is more secure than normal IP addressing technique. But, the spoofing here can also be possible. The attacks like brute force attack can break the security, although it is not so easy, but it can do so. MPLS alone cannot provide security, it can be combined with IPSec to provide sufficient levels of secu rity. So, various encryption and hashing algorithms are used to maintain the confidentiality of the data. IPSec requires each side to authenticate with the other, so privacy is maintained in IPSec VPN through the use of encryption. A secure MPLS network provides the following facilities to its users [2]: Data Confidentiality: IPSec VPNs provide data confidentiality through robust encryption algorithms. It seeks to ensure data confidentiality by defining a single path between physical sites on a service provider network. This prevents attackers from accessing transmitted data unless they place sniffers on the service provider network. Though MPLS minimizes the chance that data may be intercepted, IPSec provides better confidentiality through encryption. Data Integrity: IPSec uses hashing algorithms to ensure data integrity. There are inherent methods as such to provide data integrity within MPLS VPNs. However, the odd of data being shared by a man-in-the-middle attack is low due to the separation address space and routing information provided by MPLS VPNs. Data Availability: IPSec relies on the Internet for transport. Although an attacker could not read the data, but it could DOS an IPSec VPN by entering false routes into the Internet Routing tables. MPLS VPNs rely on LSPs i.e. Label Switched Paths for transport and since LSPs have local significance only, spoofing is difficult to accomplish. Thus MPLS, can provide better data availability in this regard. Service Reliability: MPLS has the ability to protect the communication session against denial of service attacks. 3. REQUIREMENT OF ENCRYPTION ON LABELS IN MPLS NETWORK In this paper encryption on labels in MPLS network is proposed using AES, DES and Triple DES encryption algorithms. For implementing and evaluating above encryption algorithms we have done the following steps: Encrypt the data with one of the above mentioned algorithms. Encode the data according to MPLS. Brute Force Attack has been done. Time taken to find a correct key is measured against different key lengths. Data Label Encrypt Label Data MPLS Decrypt Secret Key Brute Force Attack Figure 1. Data Encryption This paper analyzes the effectiveness of AES, DES and Triple DES encryption algorithms against brute force attack on MPLS network. The comparison has been conducted by running brute force attack program against these algorithms. 3.1 Implementation Setup This section describes the implementation environment and the used system components. The implementation of DES, Triple DES and AES uses classes available in JAVA package javax.crypto. Separate functions for encryption and decryption have been implemented in MATLAB using JAVA cryptography API. Figure 2 JAVA Cryptography Package Brute Force program is implemented in MATLAB environment. This implementation is thoroughly tested and is optimized to give the maximum performance for the algorithm. 3.2 Methodology Used This Section will discuss the methodology and its related parameters like: system parameters, experiment factors and experiment initial settings. 3.2.1 System Parameters The experiments are conducted using Intel 64-bit processor with 32 GB of RAM. The program is written in MATLAB. The experiments will be performed couple times to assure that the results are consistent and are valid to compare the different algorithms .The brute force attack has been done using single PC. It can be enhanced by the use of parallel computers with high computational powers to decrease the time required to find the key for the above algorithms. 3.2.2 Experiment Factors In order to evaluate the performance of the compared algorithms against brute force program on MPLS networks, the experimental factors must be determined. The chosen factors here to determine the effectiveness of encryption algorithms are the key length and the time taken to breach an algorithm by brute force program. 3.2.3 Experimental Initial Setting We started the attack with 8 bit of key length and extended upto 64 bit. It can further increased upto supported key length of AES algorithm i.e 256 bits. But for this high computational power is required in terms of parallel computers to breach the algorithms. 4. Results and Discussions This Section will show the results obtained from running the brute force program on AES, DES and Triple DES. The results of implementation have been shown below in the form of graphs. The time of launch of brute force attack is shown at the start of the program as in Fig. 3. Figure 3 Screenshot of running brute force program The program exits on success of the attack on the encryption algorithm which is shown below in fig. 4 Figure 4. Screenshot of cracked algorithm The time required to break the encryption algorithm, actual encrypted string and the label applied, all are shown in fig. 5 Figure 5 Screenshot of various factors like time to break, actual encrypted string and the label applied It is highlighted here that the implementation has been performed assuming that the user has arrived at all the correct values of the key and only two values of the key is to be cracked. This has been done to save the time required. The key length can be optimized to reduce the time taken for encryption and decryption process so that it does not slow down the system. i) Effect of key length variation We compare the change in security performance by using different key lengths for encryption algorithms. Graphs are plotted between the time required to find the correct key and different key lengths. We have taken six different scenarios by increasing the length of the key. Table 1 DIFFERENT KEY LENGTHS Scenario Key length (Bits) 1 8 2 16 3 24 4 32 5 40 6 48 7 56 8 64 Following are the graphs for scenarios stated in table1. These graphs show the number of seconds required to breach the corresponding algorithm against brute force attack. Figure 5 Number of seconds required with key length of 8 bits Figure 6 Number of seconds required with key length of 16 bits Figure 7 Number of seconds required with key length of 24 bits Figure 8 Number of seconds required with key length of 32 bits Figure 9 Number of seconds required with key length of 40 bits Figure 10 Number of seconds required with key length of 48 bits Figure 11 Number of seconds required with key length of 56 bits Figure 12 Number of seconds required with key length of 64 bits The above graphs show the time taken to find the key by the brute force program on DES, Triple DES and AES for different key lengths. From these graphs it is analyzed that time taken by brute force attack increases exponentially with the increase in key length. It is clear from the graphs that in case of AES algorithm, brute force attack takes more time to find a key. Therefore, it has a better security than DES and Triple DES. i) Effectiveness of algorithms against brute force attack The results of the iterations of brute force program have been shown in the below figure in Table 2. This graph is plotted in MATLAB environment. The above data and graph represents the effectiveness of AES, DES and Triple DES algorithms against brute force attack. It is evident from the data presented that AES proves to be of better security against the brute force attack than DES and Triple DES for securing MPLS network. Figure 13 Effectiveness of AES, DES and Triple DES against brute force attack Table 2 Number of seconds required to breach DES, Triple DES and AES KeyLength (bits) DES (Seconds Triple DES (Sec) AES (Sec) 8 0.27 0.31 0.55 16 39.59 52.11 110.44 24 1442.52 4575.13 17443.22 32 3085.02 10534.81 36758.31 40 7765.12 21435.13 78252.12 48 15229.91 44671.11 156277.81 56 30118.73 89212.15 330115.42 64 65416.91 122294.54 775313.21 5. CONCLUSIONS The presented results showed that AES has a better security than DES and Triple DES against brute force attack since AES takes more time to break by brute force program for a given key length. Time taken by AES algorithm to break the security considerably increases with the increase in key lengths. respectively.

Celebrity Endorsements in Advertising

Celebrity Endorsements in Advertising Celebrity endorsements Abstract The use of celebrity endorsements is becoming increasing popular amongst organisations to aid in advertising their brand in order to gain a competitive advantage. The use of celebrity endorsements are a means of creating awareness of the brand advertised. This investigations main purpose is to explore the influences that celebrity endorsements have on the consumers motivation to purchase, in particular focusing on sports celebrities. Celebrity endorsement have become a widely recognised form of advertising, however there is still some doubt as to whether celebrity endorsements are an effective technique in influencing consumers to purchase. This investigation will conduct essential research by critically analysing the academic literature, whilst undertaking further primary research to establish a broader insight into celebrity endorsement. Findings from the primary research will be analysed and discussed, finally a conclusion will evaluate primary research against the literature review. Introduction The author will present a general understanding of the topic, in the first chapter. Furthermore, the author will also present the problem area, which this study will be based on, followed by the purpose and outline of the study. Nature of the Topic This report will illustrate relevant research and theories on celebrity endorsement and how they are becoming an attractive tool within advertising. The central point of this investigation will focus on whether celebrity endorsement has an impact on consumers motivation to purchase, and will be primarily looking at sports celebrities. This investigation will emphasis on the use of sporting celebrities in advertisements as they have achieved their celebrity status through sporting success as opposed to it being either ascribed or attributed Achieved celebrity derives from the perceived accomplishments of the individual in open competition In the public realm they are recognised as individuals who possess rare talents or skills. (Rojek, 2001) According to industry sources, approximately 20% of all television commercials feature a famous person, and approximately 10% of the dollars spent on television advertising are used in celebrity endorsement advertisements (Sherman, 1985 cited in Agrawal and Kamakura, 1995). Premeaux (2005 cited in Bailey, 2007) suggests the reason why this figure is so high is the ability of the celebrity endorser to get and hold attention with evidence of the positive impact of celebrity endorsers on brand recall. Freiden (1984) concluded that celebrities are particularly effective endorsers because they are viewed as highly trustworthy, believable, persuasive, and likeable. Although celebrities are an increasingly popular tool in advertising, what impact do they have on consumers attitudes? It is the aim of this study to outline whether celebrities have an effect on consumer purchasing behaviour. To investigate this issue, many key areas of celebrity endorsement need to be researched, including consumer buyer behaviour, the effects celebrity endorsements have had on organisations and consumer attitudes in the past, whilst also assessing possible advantages and disadvantages of using celebrity endorsements in promotion techniques. Rationale for Selecting Topic The initial reason this topic was chosen to research was that the author has a particular interest in this aspect of marketing, and how celebrities are becoming an increasingly attractive tool for organisation to promote their brand and how this technique motivates consumers to purchase. Therefore the rationale as to why I chose this topic area is that it is a current and contemporary issue of marketers. It is a marketing communication tool that is used widely across western culture thus being relevant and significant in todays market. Objectives For this investigation, the author has specific aims that include: To reveal whether celebrity endorsements effect consumers purchasing decisions and to what extent. To examine within the literature review the influence of celebrity endorsers compared with normal people. To carry out appropriate research methodology based on the review of literature that will establish whether celebrity endorsements are successful in motivating consumer purchasing behaviour. To analyse findings and conclude whether celebrities do influence consumers motivation to purchase. Structure Chapter Two Literature Review The review of literature will examine past theories and research on celebrity endorsements, outlining relevant areas involving; consumer buyer behaviour, celebrity versus non-celebrity advertising, key attributes organisation require in an endorser and benefits and limitations of using this communication technique. Chapter Three Methodology This chapter will examine both primary and secondary research methods that have been utilised in this study to enable the author to meet the specified aims and objectives. Additionally advantages and disadvantages of each method will be justified Chapter Four Findings, Analysis and Discussion This section will show the results obtained from primary data, which will be analysed and evaluated against theoretical research presented within the literature review. Chapter Five Conclusion This chapter will interpret and evaluate the findings from primary research conducted in conjunction with academic literature. The conclusion will draw deductions on whether celebrity endorsements do influence consumers motivation to purchase. Literature Review This chapter seeks to explore the most crucial attributes that is mostly associated with celebrity endorsement strategy. This in turn, to apply the following attributes in the methodology part of the study. Introduction The aim of this literature review is to give a comprehensive discussion of the range of theories which offer frameworks to aid in answering the research questions in relation to the effects sports celebrity endorsements have on consumer buyer behaviour. Theories are chosen within this chapter as those which form the core of consumer behaviour theory relating to the marketing principles. In particular literature is explored which examines the influence of sports celebrities in advertising products/brands. One way of perceiving marketing is the achievement of business goals through anticipating, meeting and satisfying consumer needs (Blackwell, Miniard and Engel, 2001). Unsurprisingly markets must conduct consumer behaviour research in order to understand their target customer better than other competition and as a result of this it will allow strategic marketing mixes to work more effectively for organisations (Jobber, 2001). Recent studies maintain that attracting new customers has a much higher cost than the retention of existing ones for an organisation thus companies must build up efficient and effective communications with both existing and potential consumers through its marketing mix strategy. As a result below-the-line promotions have established themselves as a major element of the marketing mix, with advertising traditionally being the dominant communication tool for organisations (Lanman, 2003). In terms of using sports celebrity endorsements in advertising, it is often used in advertising that strongly depends on a strong brand image from a social perception. Celebrities can be seen as a useful force in expressing the brand characteristics to consumers in a direct way. However Solomon, Bamossy, Askegaard and Hogg (2010) state that consumer behaviour is dynamic, meaning the entire purchasing decision process is complex. Customers will be influenced by various factors such as reference groups, social effects as well as local cultural factors, these aspects impact on the way in which a consumer will make decisions. Therefore it is important that marketers carry out consumer research and analysis to be aware of important trends and evaluate these aspects. Due to the characteristics related to the purchasing process, this literature review will focus on individual buying behaviour in relation to sports celebrity endorsement. Defining Celebrity Endorsement Marketers usually use individuals who have achieved some form of celebrity status to serve as a spokesperson for their brand. Most celebrities that are hired by an organisation to endorse their product or brand are popular people, television stars, movie actors or famous athletes (Shimp, 2007). Furthermore, when an organisation decides to use an endorsement strategy as their marketing communication method, one of the main focuses lies within exposing the brand (Kotler, Armstrong, Wong and Saunders, 2008). The use of a celebrity endorser can be seen as the source of a message the company wishes to expose to their target audience. According to Belch and Belch (2009), the term source, when talking about the involvement in communicating a marketing message, can occur either be directly or indirectly. Directly can be the celebrity who functions as a spokesperson for the brand and sends out information that the company desires to deliver to their target audience. Alternatively indirectly is when a celebrity does not send the message but draws attention to and/or enhance the appearance of the advertisement. The marketer must select a celebrity that has a good fit with the brand, that is intended to be exposed (Pringle, 2004). Using sports figures as product endorsers has also been shown to be an effective marketing strategy. Endorsement is the use of a sport celebrity by a company to sell or enhance the image of the company, product, or brand. Product endorsement using sport celebrities has been found to impact attitude toward an advertisement (Tripp, Jensen and Carlson, 1994), increase the likelihood of consumers choosing a product or brand (Kahle and Homer, 1985; Kamins, Brand, Hoeke and Moe, 1989), and increase the profitability of a firm (Agrawal and Kamakura, 1995). Product endorsements may be explicit (I endorse this product) or implicit (I use this product) (Seno and Lukas, 2005). The use of athlete endorsements provides an opportunity for companies to associate with attributes not found in other types of celebrities. More specifically, winning, success, teamwork, and community are associations an athlete may offer that other forms of celebrity may not (Jones, Bee, Burton and Kahle, 2004). When an organisation decides to use a celebrity in their endorsement strategy, there are three important source factors that need to be considered, these include; source-credibility, source-attractiveness and source-power (Belch and Belch, 2009). These attributes will be discussed in section 1.8. Consumer Purchasing Process and Motivation As Individuals consumers usually purchase products or services for personal consumption either for private purposes, domestic or a gift means, these can be defined as end users. Blackwell et al (2001) defines the initial step in the consumer decision process as need arousal in relation to the emotional and psychological needs relevant to the individual consumer, this occurs when an individual senses a difference between what they perceive to be the ideal versus the actual state of affairs. However the degree in which a consumer will actively search to resolve need deficiency relies on the perceived importance of the problem and the distinction between desired and current state. If problem recognition is high then information search and evaluation of alternative options are two potential further stages in the process. Motivation occurs when there is a strong desire or need for a particular product or brand that the consumer wishes to satisfy (Foxall, Goldsmith and Brown, 1998). A seri es of stages must be passed through before an ultimate decision is made whether to purchase or not, during this process a brand choice will be made. Branding strategies used by organisations should be aware of factors that may effect an individuals motivation with regards to needs satisfaction when obtaining products/brands through the initial stages of the consumer decision making process. One determinant of the extent a consumer will evaluate a brand is the involvement the product entails; high involvement decisions means there is a need for extensive evaluation and information search (Hawkins et al, 1992). Price is frequently seen as a main indicator of involvement level as individuals spend increasingly more time searching and comparing information and prices. Whereas Schiffman and Kanuk (2009) claim that customer satisfaction depends on the product or service matching consumer expectations. It has been suggested that each member of the household has definable roles within the decision making process which includes: initiator or gatekeeper, influencer, decider, buyer and user (Blackwell et al, 2006 pp. 486). It is unsurprisin g that organisations pursue branding strategies that incorporate reference group influences such as celebrities to create a specific brand image for the consumer. Popularity of Celebrity Endorsement 235 Celebrity advertising has become increasingly popular amongst organisations with the attempt to get consumers to spend. McCracken (1989) recognised that celebrity endorsement is a ubiquitous feature of modern marketing. The number of organisations now using celebrities in their advertising has increased, as according to Stephens and Rice (1998) In the USA, the use of celebrity endorsers have increased from a little over 15 percent to approximately 25 percent of all adverts between 1979 and 1997. However the celebrity heat is even more evident in Japan with around 70 percent of Japanese commercials featuring a celebrity (Kilburn, 1998). Erdogan et al (2001) highlights the rise of celebrity endorsement in the United Kingdom with approximately one in five marketing programs featuring some type of celebrity endorsement. These figures demonstrate the prevalence of the celebrity appeal as a method of persuasive communication (Hsu and McDonald, 2002). Atkin and Block (1983) claim two fundamental reasons why celebrities are increasingly utilised within advertising. Firstly, celebrities are more efficient at attracting attention to an advertisement in the cluttered stream of messages in which consumers are inundated with advertising messages and secondly, celebrities are perceived as more entertaining and seen as trustworthy because of apparent lack of self-interest. Although the number of advertising featuring celebrities has increased and it seems inevitable that it will in the future, there is still a question of whether celebrity endorsement has an impact on consumers behaviour. This topic will be examined further during the next section. Celebrity Adverts Effectiveness in Relation to Consumer Behaviour 430 OGuinn et al (2008 pp 9) states that advertising plays a pivotal role in world commerce and in the way consumers experience and live their lives as it is part of our language and our culture. Advertising is important part of the decision making process as it enables the consumer to learn about products and the availability of that product, if advertising did not exist, consumers would not be aware of any new products on the market. According to McCracken (1989) a consumers are constantly moving symbolic properties out of consumer goods into their lives to construct aspects of self and world. Consumers face various adverts that try to impact the way in which we behave as a consumer. It is imperative that marketers have advertising campaigns that capture the attention of their target market in order to impact on behaviour. This provides an important incentive to use sports celebrities as part of their advertising promotion as celebrities attract consumers attention with their appealing status which organisation feel will benefit the products awareness (Erdogan, 1999). OGuinn et al (2008 pp 349) describes that a celebrity testimonial will increase the adverts ability to attract attention and produce a desire in receivers attempting to emulate or imitate the celebrities in which they admire. Additionally Atkin and Black (1983) emphasize that celebrity endorsers may be influential as celebrity endorsers are considered to be highly dynamic, with attractive and engaging personal qualities. Audiences may also trust the advice provided by some famous persons, and in certain cases celebrities may even be perceived as competent to discuss the product. It is essential that marketers select an appropriate spokesperson to communicate the message of the brand to consumers effectively, as if a celebrity is chosen that is not admired or relatable to the target market this will hinder the advertisements effectiveness. However Assael (1984 cited in Kamins, 1990) suggests that celebrities are effective endorsers because of their symbolic aspirational reference group association. In addition, Kamins (1990) argues that reference groups provide points of comparison through which the consumer may evaluate attitudes and behaviour. Reference groups vary in how consumers perceive their own characteristics and lifestyles, and whether such celebrity advertising may generate these attitudes and behaviour. Schiffman and Kanuk (2004) believes that sports celebrities can be a powerful force in creating interest or actions with regard to purchasing or using selected goods or services. However Foxall and Goldsmith (1998) believe that a celebrity endorsement does not create a strong pre-purchase attitude but can impact and cause change in the consumers perception process. The complexity of consumer buying behaviour is coordinated with a complexity in assessing the effect of sports celebrity advertising on such behaviour Celebrity Vs Non-Celebrity Endorsement 232 Few studies have compared the impact of celebrity advertising with non-celebrity advertising in determining their effectiveness on consumer behaviour. An investigation conducted by Friedman et al (1977) that used advertisements with celebrities and non-celebrities for a fictitious brand of sangria. They found that the celebrity version of the advertisement had higher rates on the dependant variables; probable taste, advertising believability and purchase intention, compared to the non-celebrity version. Additionally, a study done by Gardner and Schuman (1986) revealed that fifty-three percent of respondents reported that sponsorship (endorsements) increases the likelihood of brand purchase. Agrawal and Kamukura (1995) found that on average firms announcing contracts with celebrities experienced a gain of 44 percent in excess returns. Also a study by Atkin and Block (1983) emphasised that advertisements that had celebrities appearing in them had more positive effects on consumers than those with non-celebrities. Previous research indicated the importance celebrity endorsements have on consumer behaviour. Atkin and Block (1983) consider that the effectiveness of celebrity endorsement is due to the fact consumers believe that the celebrity does not really work for the endorsement fee, but are motivated by genuine affection for the product. Moreover, Tripp et al (1994) showed that the number of exposures to a celebrity advertisement negatively influenced consumers intention to purchase. For an advertisement campaign to have the desired effectiveness on consumers behaviour, the selected celebrity must have certain attributes to attract and retain the consumers attention. Vital Attributes of a Celebrity Endorser 66 Marketers try to select individuals whose traits will maximise message influence. The source may be knowledgeable, popular, and/or physically attractive; typifying the target audience; or have the power to reward or punish the receiver in some manner. Kelman (1961) developed three basic categories of source attributes: credibility, attractiveness and power. Each influences the recipients attitudes or behaviour through a different process (Belch and Belch, 2009). Source Attributes and Receiver Processing Model (Belch and Belch, 2009) Credibility 352 Credibility is the extent to which the receiver sees the source as having relevant knowledge, skills experience and trust to give unbiased and objective information (Byrne et al, 2003). Source credibility is used to imply a communicators positive characteristics that will affect the receivers acceptance of a message (Ohanian, 1990). It can be assumed that a communicator (celebrity) can be perceived as knowledgeable and a person with expertise. Furthermore the source needs to be trustworthy, honest, ethical and believable (Belch and Belch, 2009). These two attributes, which a celebrity must have to be a successful endorser in an advertising campaign, are discussed more in-depth below. Expertise: Belch and Belch (2009) states that a spokesperson is often chosen because of their knowledge, experience, and expertise in a particular product or service area. Ohanian (1990, cited in Belch and Belch, 2009) found that the perceived expertise of celebrity endorsers was more important in explaining purchase intentions than their attractiveness or trustworthiness. Ohanian also suggests that the celebrity spokespeople are more effective when they are knowledgeable, experienced and qualified to talk about the product they are endorsing. Source expertise in persuasive communication, indicates generally that the sources perceived expertise has a positive impact on attitude change (Horai et al, 1974). Trustworthiness: In comparison to expertise, a celebrity needs to be trustworthy when endorsing a product or service. This is based on how honest the celebrity is about what they say concerning the brand (Schiffman and Kanuk, 2009). Additionally, Belch and Belch (2009) argues that while expertise is important, the target audience must also find the source (celebrity) believable. Ohanian (1990) maintains that when a celebrity is perceived more trustworthy, the message will be more effective and the receiver will be more integrated. Thus, trustworthiness is the degree of confidence in the communicators intentions to communicate the assertions they consider being most valid (Ohanian, 1990). Belch and Belch (2009, Pp 179) argues that information from a credible source influences beliefs, opinions, attitudes and behaviour through a process called internalisation which occurs when the receiver adopts the opinion of the credible communicator since they believe information from the source is accurate. Once the receiver internalises an opinion or attitude, it become integrated into their belief system and may be maintained even after the source of the message is forgotten. Attractiveness 352 Ohanian (1990) suggests that physical attractiveness is an important cue in an individuals initial judgement of another person. Source attractiveness is related to physical attributes such as: Similarity, Likability and Familiarity (Belch and Belch, 2009). Similarity is a supposed resemblance between the source and the receiver of the message, while familiarity refers to the knowledge of the source through exposure. Likability is affection for the source as a result of physical appearance, behaviour or other personality traits (Belch and Belch, 2009 pp 182). Source attractiveness leads to persuasion through a process of identification whereby the receiver is motivated to seek some type of relationship with the source (celebrity) and thus adopts similar beliefs, attitudes, preferences, or behaviour. Further more if the source (celebrity) changes position, the receiver may also change (Belch and Belch, 2009 pp 182). Marketers acknowledge that receivers of persuasive communications are more likely to attend to and identify with individuals they find likable or similar to themselves. The three attributes similarity, likability and familiarity are explored in more detail below. Similarity: In terms of similarity, Belch and Belch (2009) claims that individuals are more likely to be influenced by a message coming from someone with whom they feel a sense of similarity. If the communicator (celebrity) and receiver have similar needs, goals, interests and lifestyles, the position advocated by the source is better understood and received. Likability: Marketers recognise the value of using spokespeople who are admired: TV and movie stars, athletes, musicians, and other popular figures. Marketers believe that the use of a popular celebrity will favourably influence consumers feeling, attitudes and purchase behaviour. However the company must consider a number of factors when deciding to use a celebrity spokesperson such as over-shadowing the product/brand, being overexposed and the target audiences receptivity and risks to the advertiser (Belch and Belch, 2009) Familiarity: In the celebrity endorsement context, familiarity has been defined as knowledge of the source through exposure (Erdogan, 1999 pp 299). According to Belch and Belch (2009) familiarity can be considered as the level of knowledge a celebrity possess of a brand. When an organisation considers choosing a celebrity for their advertising campaign, they need to analyse the previous knowledge a celebrity has or how they will utilise their knowledge in the exposure stage. Power 103 The final characteristic Kelmans classification is source power. A source has the power when they can actually administer reward or punishment to the receiver. When a receiver perceives a source as having power, the influence process occurs through compliance. The receiver accepts the persuasive influence of the source and acquiesces to their position in hope of obtaining a favourable reaction or avoiding punishment. However the power source characteristic is very difficult to apply in a non-personal influence situation such as advertising. A communicator in an advert cannot apply any sanctions to the receiver or determine whether compliance has occurred (Belch and Belch, 2009) Match-Up Theory 256 From the literature it has become evident that a spokesperson interacts with the type of brand being promoted. According to Friedman and Friedman (1979 cited in Atkin and Block, 1983), a celebrity spokesperson is more effective for products high in psychological or social risks relative to a normal spokesperson; such elements include good taste, self image and opinion of others. Various research investigations have explored the congruency between celebrity endorsers and brands to examine the effectiveness of using celebrities to advertise products/brands. (E.g. Marin, 1996; Till and Busler, 1998; Till and Shimp, 1998). Results have revealed that a number of celebrity endorsement have shown to be very successful whereas others have completely failed, this results in the termination of the respective celebrity communicator (Walker, 1992). However, assuming that an individual just has to be famous to represent a successful spokesperson would be incorrect (Solomon, 2008). The match-up theory suggests that the effectiveness depends on the appropriate match between an endorser and the product/brand (Till and Busler, 1998). Empirical studies on the congruency theory frequently focus on the physical attractiveness of the celebrity endorser (Till and Busler, 1998). According to Kahle and Homer (1985) attractive sources are more effective in terms of attitude change when advertising brands that enhance individuals attractiveness. Although Ohanian (1991) recognises a popular individuals ability to create awareness and initiate desire for an advertisement, Ohanian concludes that this may not necessarily change consumers attitude toward the endorsed brand and that for a celebrity spokesperson to be truly effective, they should be knowledgeable, experienced and qualified to talk about the product. A deeper insight in the complex process of celebrity endorsement is provided by the meaning transfer model, this will be discussed in section 1.12. . Fit Factor 112 The determinant of the match between celebrity and brand depends on the degree of perceived fit between brand (brand name, attributes) and celebrity image (Misra and Beatty, 1990 cited in Erdogan, 1999). Miisra and Beatty (1990) suggest that when a celebrity endorsers a brand, the characteristics of that celebrity may be compared with the advertised attributes of the brand by the audience for congruence or fit with their available person-schema. The degree of congruence between the new information (the brand attributes) and the existing information (the celebritys characteristics) may then influence the level of recall of the new information. Numerous investigation in social cognition have discovered that usually congruent information is remembered better that information incongruent or irrelevant with existing schemas (Cantor and Mischel, 1979; Cohen, 1981; Taylor and Cracker, 1981) Balance Theory 234 This theory works within the framework of cognitive consistency, a principle stating that consumers value harmony among their thoughts and that they are motivated to reconcile incongruent thoughts. The evaluation of an object is affected by how the evaluation will fit with other related attitudes held by the consumer. Thus, balance theory is useful in explaining attitude formation and attitude change. Balance theory (Heider, 1958 cited in Dean, 2002) considers relations among objects the consumer may perceive belong together, linked by association, proximity, similarity, ownership, or common fate. A balance theory explanation of endorsement suggests three elements linked in a triangular relationship: the endorser (celebrity), the product/brand and the consumer. A celebrity may desire to endorse a product/brand, believing that the product/brand is a good strategic fit. This establishes a positive sentiment connection between the celebrity and the brand (one side of the triangle). If t he consumer has pre-existing positive sentiment toward the endorser (the second side of the triangle), it is likely the consumer will form an attitude or change an existing attitude to be positive toward the brand (the third side of the triangle). This occurs because consumers desire harmony in their beliefs, and it would be unstable (unbalanced) to have a positively valued element linked to a negatively valued element. However alternatively the consumer could re-evaluate sentiment toward the brand to make it negative and hold a negative attitude of the endorser; this would also balance (Dean, 2002). Meaning Transfer Model 214 McCracken (1989) explains the effectiveness of celebrity spokespersons by assessing the meanings consumers associate with the endorser and eventually transfer to the brand. Kambitsis et al (2002 pp 160) shares this perspective and found that athletes personality was an important factor when influencing specific target groups, to which such personalities are easily recognisable and much admired. McCracken suggests a meaning transfer model, which is made up of three subsequent stages. Firstly, the meaning related with the celebrity moves from the endorser to the product/brand. Thus, meanings attributed to the celebrity become associated with the brand in the consumers mind. Finally, in the consumption process, the brands meaning is acquired by the customer. The third stage of the model illustrates the significance of the consumers role in the process of celebrity endorsed brands. The meaning tr

True Love and Unrequited Love in A Midsummer Night’s Dream Essay

In this play, A Midsummer Night’s Dream, true love plays a huge role in the play. Several relationships begin true love such as Hermia and Lysander’s and Hypolyta and Thesus’ but some that did not begin in true love, end as true love such as Helena and Demetrius’. Helena and Demetrius in my perspective were meant to love each other so that everyone may be able to love each other in harmony. The love potion was only the push Demetrius needed so that he could be happy forever True love is the most powerful love in this story as it is the sort that hurts no one and is really from the heart. It is demonstrated when Lysander says " There, gentle Hermia, may I marry thee, and to that place the sharp Athenian law cannot pursue us. If thou lovest me, then, Steal forth thy father's house tomorrow night" act 1 scene 1 161-164. It shows that during those harsh times their love was strong enough to even risk the anger of their parents. In my opinion unrequited love is the most painful type of love there is in this play. The main example of this is the sad situation of Helena and Demetrius during the early stages of the play. Helena is madly in love with Demetrius and would give her life for just one kind word from him. In this play, A Midsummer Night’s Dream, true love plays a huge role in the play. Several relationships begin true love such as Hermia and Lysander’s and Hypolyta and Thesus’ but some that did not begin in true love, end as true love such as Helena and Demetrius’. Helena and Demetrius in my perspective were meant to love each other so that everyone may be able to love each other in harmony. The love potion was only the push Demetrius needed so that he could be happy forever True love is the most powerful ... ...be able to love each other in harmony. The love potion was only the push Demetrius needed so that he could be happy forever True love is the most powerful love in this story as it is the sort that hurts no one and is really from the heart. It is demonstrated when Lysander says " There, gentle Hermia, may I marry thee, and to that place the sharp Athenian law cannot pursue us. If thou lovest me, then, Steal forth thy father's house tomorrow night" act 1 scene 1 161-164. It shows that during those harsh times their love was strong enough to even risk the anger of their parents. In my opinion unrequited love is the most painful type of love there is in this play. The main example of this is the sad situation of Helena and Demetrius during the early stages of the play. Helena is madly in love with Demetrius and would give her life for just one kind word from him.

Benedicks Changing views on Love in Much Ado about Nothing :: essays research papers

Throughout Act one and two, Benedick repeatedly says that he will never love a woman or get married. At some stage in the duration of the play his mindset changes. In the end he is head over heels in love for Beatrice whom he once quarreled with habitually. The turnabout in his behavior was brought about by the deceiving Claudio and Pedro who indirectly told Benedick that Beatrice loved him. At the beginning, Benedick’s attitude is negative towards women in general. He swears he will never marry, as he is very critical of women and does not trust any of them not to cheat on him. He seems to oppose with Beatrice in a competition to outwit, outsmart, and out-insult each other. Obviously he has been in some sort of past relationship with Beatrice because when he meets her at the masked ball, she describes him as a selfish pig. We can infer that Benedick has some kind of deep feelings for her because after she insults him he is hurt and says, â€Å"Will your grace command me any service to the world’s end? I will go on the slightest errand now to the Antipodes that you can devise to send me on. I will fetch you a toothpick from the furthest inch of Asia . . . do you any embassage to the pigmies, rather than hold three words’ conference with this harpy† (II.i.229–235). This blatantly means that he does not wish to talk to her. When Benedick hears that Claudio has fallen in love for Hero, he is enraged. He thought that Claudio would live a bachelor’s life like him. Benedick tells him that men who are in love are not masculine. Near the end of Act IV, Benedick’s complete change is evident when Benedick chooses love over friendship. Benedick challenges Claudio, previously his closest friend in the world, to duel to the death over Claudio’s accusation as to Hero’s unethical behavior. After Beatrice complains to him about Claudio’s mistake, Benedick gives in, â€Å"Enough, I am engaged. I will challenge him.† At this point, there is no doubt that Benedick has switched his allegiances entirely over to Beatrice. But then again, Benedick was relieved that Hero was proved guilty so he would not have to fight his close friend Claudio. On the â€Å"second† wedding day of Hero and Claudio, Benedick showed maturity by not fighting Pedro and Claudio when they teased him about loving Beatrice.

Biblical Foundations

Biblical Foundations Paper Many people play a part in curriculum development and design in secular and non-secular school systems. This may include society, government, church, and family. Before developing a curriculum components are considered where educational questions are asked and answered with a probable cause in order to set goals and objectives from standards to make up the curriculum. Educators in both secular and non-secular schools have to decide what content is meaningful and purposeful for students to learn. Christian philosophy and worldviewLearning takes place through experience and individual study from both a teacher and a student. From a biblical prospective teaching and learning all points to God as the Creator and Sustainer of all reality. If planning with the purpose of applying biblical principles, educators should direct principles not only at the content being taught but also to the development of a biblical worldview of the students and the way they learn. I n my opinion, God made all persons unique in their own special way so that they can contribute their special gifts, talents, experiences, and insights throughout society just as his son Jesus did.The bible makes it clear that God calls us to be a community in society which we all contribute our special gifts given to us (Van Brummelen, 2009). To teach means to take the lead in planning appropriate lessons catered to each individualized learning styles covering all contents in lessons by producing a variety of ways to capture the attention of students. Educators can use the appropriate tools to apply principles to essential questions, objectives, key learning activities, and classroom management strategies to determine whether lesson and unit plans lead towards the purpose that’s desire to achieve.Jesus captured the attention of many through his teachings because he taught like no other he was unique and reached people from their level of understanding through his teachings. A scripture that comes to mind is Proverbs 22:6 which states â€Å"train up a child in the way he should go: and when he is old, he will not depart from it† (KJV). When teachers train students through modeling and through educational principles they are able to effectively train a child to grow up with morals and values as well as how to be productive members of society, and how to respond correctly to the world that surrounds them.Personal belief about truth of society The Bible explains that no one is perfect in this world, Romans 3:23 says, â€Å"For all have sinned and fall short of the glory of God† Romans 3:10 states â€Å"None is righteous, no, not one† (KJV). Therefore, we all have flaws and should work on doing good rather than evil teaching the way of being righteous and doing what is expected of us. Galatians 5:22-23 says, â€Å"But the fruit of the Spirit is love, joy, peace, patience, kindness, goodness, faithfulness, gentleness, self-control; again st such things there is no law† (KJV).Being effective means knowing how to recognize problems that deals with situations from multiple perspectives. Teachers can rely on their professional knowledge and judgment to take action by knowing the consequences of solved problems whether good or bad. A good teacher sets the tone and lays the foundation for students to succeed with learning by implementing great strategies to encourage and promote self discipline in a positive classroom environment. Roles of the teacher and learner Teachers play a very important role in influencing and in increasing students’ interests in an active-learning environment (Rotgans and Schmidt, 2011). Timothy 2:15 notes, â€Å"study to shew thyself approved unto God, a workman that needeth not to be ashamed† (KJV). An important part of the education process is to give students the tools needed to integrate what they learn, know, and believe in order to mature in a way that will remain with t hem for the rest of their lives. As a Christian teaching in a public school, I can most definitely explain what I teach differently from a Christian teacher due to my character principals I follow to guide me daily throughout life.I can teach students to question what they know, what they think they know, why they think they know it, and then begin to lead them to the truth about the lessons being taught. I can answer questions that might arrive based on my beliefs using logical thoughts derived from my opinion. With my teaching principles, as in Jesus’ ministry, there is a strong link between standards, objectives and outcomes. I feel that students need to know what is important and not forget. As with me, following the example ofJesus by modeling and practicing what I believe not only communicates the content but also gives students the strategies, skills, and processes they will need to apply the truth about learning. Using assessments, reinforcement, and reviews that will link declarative knowledge and procedural knowledge will also enable students to retrieve and apply knowledge gained in real-life situations. We as educators must remember that we are working with the future that students possess and that we have the unique opportunity to have a major impact on the lives of students.Roles of the society, government, church, and family in the development of curriculum Politics influence curriculum design and development because it all starts with starts funding. Public and private educational institutions both rely on politics for funding, hiring of personnel, building, and maintaining facilities, and equipment. Mainly all aspects of curriculum depend on local, state and national political standards in which affects curriculum development. According to Ganly (2007), the federal government mostly influence the range of the curriculum found in the classrooms.The state provides support materials and a guide for each subject area and grade level. The st ate also determines what students should be learning and provides a list of approved materials that can be used in the classroom. The state sets the standards on what students should be learning and forms committees holding public meetings where they listen to different interest's and opinions on curriculum form members of the community. After suggestions are considered the state sets rules for student standards. The District provides materials for teaching such as state standards and pacing guides to the curriculum.The district also reviews material that can be used in the classroom and recommends specific materials that should be purchased. The community plays a very important role in influencing curriculum in a school. Different community groups such as religious, political, and varying associations influence a school by effecting what topics may be taught. The community is also influential when deciding on things to implement and use because they are actively involved in distric t decisions about proposed materials. The community plays a role in extra curricula activities by hosting different clubs, teams, and events.Families of students also play a role in the curriculum through surveys that are established giving feedback on how they feel the curriculum is helping with student learning. Parents’ opinion matter due to their perception of education and the needs of the school system that helps in teaching learning principals of education. â€Å"When parents are involved in their children's education, both children and parents are likely to benefit† (Brown, 2000). References Brown, P. C. (2000). Involving parents in the education of their children. Retrieved from http://www. idsource. com/kidsource/content2/Involving_parents. html Ganly, S. (2007). The key players in curriculum development in United States schools. Retrieved from http://voices. yahoo. com/the-key-players-curriculum-development-united-535636. html Rotgans, J. I. , & Schmidt, H. G. (2011). The role of teachers in facilitating situational interest in an active learning classroom. Teaching and Teacher Education, 27, 37-42. Van Brummelen, Haro. (2009). Walking with God in the classroom: Christian Approaches to Teaching and Learning 3rd Edition

An Analysis of Marquez’ The Plane of the Sleeping Beauty

The short story by Gabriel Garcia Marquez which is entitled The Plane of the Sleeping Beauty written in June 1982 may be interpreted as a depiction of our colonial history and its legacy to the world. While reading his work I find myself searching for the true individualities of the main characters. This is also what I consider to be the problematic of the story. It hopes to unveil a reality of human existence that is often rooted in our historical structures- where countries have crossed cultural boundaries and homogenized economies making some of them quite unhappy. The author presents such scenario combined with his emotions toward it through symbolisms in the guise of the character and events. Indeed the setting, characters and context of the story harmoniously created the characters’ dilemma- the discomfort of their lost identities in a continuously globalizing world with flashbacks on the impacts of colonialism and wars.I would like to focus on three aspects of the liter ary text in explaining the problematic; the setting, characters and context. The story is narrated by the author who is also one of the main characters. He is subtly confirmed Japanese though unnamed, in the latter part when he said: â€Å"Who is going to believe it,† I told myself, with my own passion exacerbated by the champagne: â€Å"Me, an elderly Japanese by now.† The other main character is a lady who is not also introduced by the author but instead referred to as the Sleeping Beauty. This is proved by the title itself and the plot which seemed to have concentrated on her or filled with her quintessence. At the beginning of the story is already a romantic description of this mysterious character:She was beautiful elastic with tender bread-colored skin and green almond eyes. Black hair long and smooth fell to her back, and she exuded an aura of antiquity that in it of itself could be Indonesian and not from the Andes. She was dressed with taste-lynx jacket, natur al silk blouse adorned with tenuous flowers, crude linen pants, and lined shoes the color of bugambillas.Also in another section of the story the author narrates:She had on her neck a chain so fine that it was all but invisible above her golden skin, perfect ears with no earring holes, rose fingernails in good health, and a smooth ring on her left hand.While both characters have no names, they suggest however nationalities that are nonetheless experiencing confusion. Nation is defined as â€Å"a group of people who share a common cultural inheritance† (Heywood 106 ). The cultural inheritance becomes the source of common identity for all the members of the group and may come in the form of language, history, poetry, music, race or ethnicity, etc. The confusion arises in the mixtures of influences that are manifested in the characters’ languages and experiences. For instance, the lady appears Indonesian to the Japanese, but may be perceived Latin American in the narratio n:She then put on her lynx jacket, walked nearly on top of me with a conventional apology in a pure Castilian straight out of the Americas, and walked off without saying goodbye†¦The lady has used other languages as well in the story like French and English.The man on the other hand exposing his knowledge of Japanese and Western forms of literature has interestingly revealed fascination over Chinese mythological beliefs- all of which present a fusion of cultures;I thought, reciting into the crest of foam from my champagne the skillful sonnet of Gerardo Diego†¦last spring I read a beautiful novel by Yasunari Kawabata concerning the ancient bourgeois of Kyoto that paid enormous sums to spend the night speculating the most stunning women of the city†¦and in;â€Å"Dammit,† I said to myself, with great scorn. â€Å"Why was I not born a Taurus?!†.The setting has more to explain actually-previously the airport then the plane. The airport signifies to me the abi lity of countries to transcend borders. In particular, the Charles de Gaulle de Paris airport as a chosen background where all succeeding events are to be witnessed somehow represents a historical moment when freedom is aspired by most regions. Especially that France is known for its love for liberty and freedom. The entire commotion as imagined by the author is a semblance of World War II whose outcomes and length were initially perceived uncertain and infinite, respectively. For instance;†¦Only then did she mention that the airport was about to close and all flights have been delayed†¦Ã¢â‚¬ As long as God desires† she said with a grin. â€Å"It was announced on the radio this morning it will be the biggest snowstorm of the year†. She was wrong. It was the biggest of the century [such is also the case during the Worl War].and in;Outside I found an unpleasant spectacle. All kinds of people were overrunning the waiting rooms, camped in the stifling corridors a nd even the stairs, and spread out on the floor with their animals, children and luggage. Since communication with the city was interrupted, the palace of transparent plastic felt like an immense capsule launched in the storm [something like missiles and ammunition]†¦ By lunchtime the collective conscience resembled a shipwreck. The lines stretched endlessly in front of the seven restaurants [the seven continents of the world]†¦ in less than three hours they had to close them down because there was nothing to eat or drink [such is the devastation on the part most especially of the colonized regions] †¦But the scenario in the so-called first class waiting rooms is different- which to me reflects the experience of those countries now known to be in the First World category. If the Sleeping Beauty was a place, it must be those places in the world which are rich in natural resources and potentials for development, yet both admired and captured by imperialists. Truly, the author was anticipating for her to belong to them, first-class nations (yet the woman isn’t to be found there) in the space described in the story as follows:In the first-class waiting room however, spring was tangible that there were live roses in the vases and canned music felt as sublime and sedative as its composers intended. Suddenly it occurred to me that this was an adequate refuge for the woman†¦But the majority of the crowd was down-to-earth men [probably symbolizing men who have succumbed to the colonizers losing their dignities] reading newspapers in English [the dominant language of the world] while their women were thinking of other men, [symbolizing patriots and true nationalists] contemplating the icy factories and the vast seed plots of Roissy devastated by lions [representing the effects of colonial past, that of economic dependence and abused laborers and farmers]†¦The man, the Japanese symbolizing the same country which chose to extend territory i nstead of being colonized by the Westerners in its Greater East Asia Co-Prosperity Sphere theme (the attempt for Japan to colonize its Asian neighbors) has indeed taken the path less traversed:â€Å"Pick a number,† she told me, â€Å"Three, four or seven†.â€Å"Four†.â€Å"You are the first one to not choose seven†.But this later has been contradicted when the man realized inside the plane when he encountered the Dutch woman’s eyeglasses, â€Å"But I retraced my steps, picked them up, and put them on her lap, suddenly thrilled that I had not chosen seat number four earlier.† What this suggests is that Japan although guided by its dreams of Asian development through Asians themselves (as shown in its fascination in the woman representing the developing countries be it South-East and East Asian, Latin American, South African, or Middle East) and its hatred in previous intruders manifested in his irritation against the fat Dutch woman (the Neth erlands also once colonized Indonesia) has failed to avoid the course of the French, German, Dutch, British and other previous colonial powers .Besides, it is quite amusing to realize that the main character could also speak and understand the now considered global language- a sign of acceptance and engagement in the globalized system. Is it the author Gabriel Garcia Marquez who is feeling the disappointment in the main character against what it represents? This may be true. What is certain however is the melancholy of the woman who as described in the narration below has resorted to a deep slumber in order to veil its passivity and discontent of the results of history:She did everything in a methodical and parsimonious manner, as if there was nothing anticipated for her since birth. Lastly, she lowered the curtain in the window, declined her seat as far back as it would go, covered herself with a blanket†¦and slept without a moment’s breath†¦for the eternal eight h ours and twelve minutes of the flight to New York.Yes, the plane is going to New York. The man, the woman, and the rest of the passengers are bound to the United States. Could this represent the fate of most countries- following the American ideals? While most of them seem to have forgotten the past, most have tried to belong to the present global order although with less analysis and a lot of difficulties to the extent of losing true identities, like the Sleeping Beauty.The author was successful in his presentation of a hopeless romantic tone with underlying themes that are both historical and political. The audience may be more interested to know that Gabriel Garcia Marquez was identified as a supporter of Latin American revolutionary movements and whose literature introduced the so-called, â€Å"magical realism†. The challenge here is really for the readers to be able to challenge the paradigm presented in the story, which beforehand must be decoded. A lot of the symbolism in the story has yet to be discovered. My interpretation here offers a new form of conflict that could only be resolved by historical, political and economic understanding and awakening.†¦because the only thing I desired in the last hour of the flight was to see her awake, even if she was infuriated, so that I could reclaim my freedom, and possibly my youth†¦Works CitedHeywood, Andrew. Politics. New York: Palgrave, 2002.Marquez, Gabriel Garcia. â€Å"The Plane of the Sleeping Beauty†. June 1982.