Role Of Endorsers In Advertising Cultural Studies Essay

Role Of Endorsers In Advertising Cultural Studies Essay Perhaps most important role, an endorser must match up well with the endorsed brands (Shimp, 2003). As images of the personalities become related with products through endorsement, the meanings they attach to the products are conveyed to consumers through purchase and consumption (McCracken, 1989). Therefore, the practice of celebrity endorsement should be very much associated to the cultural perspective in which the images of celebrities are created and individual celebrities are selected to be linked with particular products. Studies outlined by Till and Busler (2000) suggest that the celebrity or product fit, also known as the match-up hypothesis, refers to the harmony of the match connecting the product being endorsed and the personality endorser. In addition to that, Shimp (2003) further states that there are 2 types of match-up, which are audience match up, where it deals with the endorsed brands target market along with brand match up, where celebritys values and decorum must be compatible with the image desired for the advertised brand. Product fit is thought to function as a main determinant of endorsement success (Friedman Friedman 1979; Kahle and Homer 1985; Erdogan et al. 2001; Batra and Homer 2004) although celebrity effectiveness does vary across different product types. Friedman and Friedman (1979) concluded that the better the celebrity or product fit, as professed by consumers, the higher the level of endorsement value. Nevertheless, Till and Busler (2000) argue that celebrity or product fit was effective for only certain measures of effectiveness such as brand attitude, but not for other measures such as purchase intention. Despite of the impact celebrity/product fit has on effectiveness Till and Busler (2000) c onsidered this factor should play a significant role in celebrity endorser usefulness. 4.0 CELEBRITY ENDORSEMENT AND ADVERTISING EFFECTIVENESS 4.1 Factors / reasons Pickton and Broderick (2005) and Kelman (1998) considered 3 type of source attributes that are source credibility, attractiveness and expertness, where he believe may influence the recipients attitude which may explain why celebrity endorsement can be used as an advert tool. Erdogan (1999) also agreed with the theory and its positive consequence on the audiences reception to the conveyed message. According to him, the source is the person who is conveying a message to an audience. The Source Credibility Model In the context of celebrity endorsement, O Mahony and Meenaghan (1998) claim that credibility relates to the target audiences perception of the celebrity having sufficient knowledge or experience to provide accurate. The model contends that the effectiveness of a message depends on the perceived level expertise and trustworthiness in an endorser (Hovland et al. 1953). Consequently, the more favorably consumers assess the expertise and trustworthiness of a celebrity endorser, the more likely the celebrity is to be regarded as a reliable source of information on the product and thus the better the brand he/she endorses is represented (Ohanian, 1990). According to Belch and Belch (1998) spokesperson are regularly chosen because of their knowledge, experience and expertise in a particular product or service area. The importance of using expert sources was also shown in a study by Ohanian (1991), who found that the perceived capability of celebrity endorsers was more essential in explaining purchase intentions. Ohanian further states, endorsers are most useful when they are experienced, knowledgeable and qualified to talk about the product. In addition to that, while expertise is important, the target audience must also find the endorsers believable. Trustworthiness as define by Tellis (2004) is the willingness of the source to make true claims. The research conducted by Miller and Baseheart (1969) established that consumer behavior is openly related to the confidence they put in expert endorsers. The Source Attractiveness Model Another equally important attribute of the source of celebrity endorsement is its attractiveness. Langmeyer and Shank (1994) maintain that the concept of source attractiveness is not limited to good looks only, but also encompasses such non-physical characteristics as, for example, abilities in sports, grace, tact, charisma or intelligence. The theory is agreed by Shimp (2001) where he also affirmed that attractiveness multifaceted and does not include just physical attractiveness. The Meaning Transfer Model Unlike the Source Models, this theory proposed by Grant McCracken in 1989 contends that credibility and attractiveness do not sufficiently explain why celebrity endorsement works. According to this model, endorser effectiveness depends on the culturally acquired meanings he or she brings which may includes status, career, gender as well as personality and lifestyle. For example, from the celebrity athlete perspective, Roger Federer is publicly recognized from his career in the sporting arena since this is where he became known to the public. Martin (1996) concludes in effect the athlete becomes synonymous with the sport and the meanings become a part of the celebrity athletes image. Next, for the second stage, McCracken suggests endorsers will bring their meanings into the ad and transfer them to the product they are endorsing. Thus people evaluations of the celebrity endorsement, the measure of interest in this research occur when the advertisement is viewed by consumer. In the final stage, the meanings has given to the product are transferred to the consumer. As stated by McCracken (1989), this stage positively shows the importance of the consumers role in the process of endorsing brands with celebrities although Belch and Belch (1998) arguably said that this stage is complicated and difficult to achieve. 4.2 The timing According to Tellis (2004), the source credibility theory is most relevant for explaining the role of experts, while the source attractiveness is applicable in the case of lay endorses like fictitious individuals or characters. Furthermore, both Tellis (2004) and McCracken (1989), indicates that the meaning transfer theory suits the use of celebrities as endorsers, as it provides an insightful framework for using the complexity of meanings associated with celebrities. Celebrity endorsement is best used during the maturity phase of a life cycle (Anon, 2004). Promotion and advertising transfers from the scope of having new customers, to the extent of product differentiation in terms of reliability and quality. During this phase new brands are launched even when they compete with competitors, thus this is when celebrity endorsement can take place. Although, the use of celebrity endorsers is prevalent in advertising, however it is not without risk (Shimp and Till, 1998). When a company decides to use a celebrity, they should consider major factors ( Shimp, 2001 and Belch and Belch, 1998) as the timing might be in appropriate for an endorsement: Overexposure If a celebrity is overexposed, that is endorsing too many brands, his or her credibility may suffer ( Tripp et al. 1994). David Beckham, for example, may be somewhat overexposed. Cost consideration How much to acquire a celebrity`s services is an important consideration and unfortunately, it is not a simple calculation as it is difficult to project the revenue stream ( Belch and Belch, 1998). The Trouble factor As noted by Shimp (2001) celebrity behavior may pose a risk to a company. For example Gatorade had to drop Tiger Woods as its endorser due to the recent incidents. Target audience receptivity A study by Horowitz ( 2002),found that college-age students were more prone to have a positive attitude towards a product endorsed by a celebrity than were older consumers. This is supported by Belch and Belch (2001) where they indicates that this is because older consumers are more knowledgeable and has strongly established attitudes. 5.0 CONCLUSION This literature review aims to provide the assessment on the use of celebrity spokespersons in advertising to endorse brands. Through the findings the purchase intentions of consumers are closely related to the credibility of a celebrity endorser used in an advertisement, their perceptions of expertise of a celebrity endorser, the attractiveness and popularity of the latter as well as celebrity-product mix-match. However, as several failures show, it is essential for advertisers to be aware of the complex processes underlying celebrity endorsement, by gaining an understanding of the described concepts of source attractiveness and credibility, match-up analysis, and meaning transfer model. Further research efforts must be taken into consideration to develop a consistent, extensive and user-friendly tool to avoid wrong decisions and enhance the strategic quality of endorser decisions. Figure 1: Meaning transfer in the endorsement process (Adapted from McCracken 1989) Figure 2: The Five Components in the TEARS Model of Endorser Attributes

Are Looks Worth It? Essay -- Eating Disorders Anorexia Health Essays

Are Looks Worth It? I was recently coming back from Parris Island, SC on a Greyhound bus when I noticed a young girl around my age sitting next to the window across the isle; she looked a lot like me, tall and slim. I did not think anything of it because I have a very fast metabolism and I eat all the time but can not gain weight. Well we stopped to get food and I noticed that she got stuff from McDonalds and was quietly eating her food. About ten minutes after she got done she ran to the back of the bus and into the bathroom. As she was running back there I heard people shouting gwow she just had to smell the food to pukeh, or gthere are way too many anorexic girls now in the world.h As I was hearing those comments I really wanted to stand up for her, but then I just sat there and thought, what do people think of me when I am eating? I have been pegged as an anorexic person my whole life. After awhile it actually starts to sound like a cover up when I tell people, no, I am not anorexic I just have a fast metabolism. A metabolism is all the chemical reactions in the body. When you have a fast metabolism, it is like your body is doing a bunch of exercises with out even moving, so your body burns all the fat; the fat which makes you over weight. People who are overweight and resort to an eating disorder have a hard time loving the person that they really are. There are more people in that Meredith2 situation then you actually think. According to Pirtle, a writer from Health magazine, gAccording to conservative estimates, eating disorders affect between 5 million and 10 million young women in the Untied States. This year, at least 50,000 individuals will die as a direct result of an eating disorder.h In my opinion if socie... ...ersity. 2 Dec 2003 http://search.epnet.com Colino, Stacey. gFreaky New Eating Disorders.h Cosmopolitan 235.6 (Dec 2003): 150 -151 MasterFILE Premier. EBSCO host Camden- Carroll Library Morehead State University. 2 Dec 2003. http://search.epnet.com gNews Briefs: Disordered Eating Attitudes and Behaviors Among Teenage Girls.h Healthy Weight Journal 16.2 (Mar- Apr 2002): 18. FactSearch. Camden- Carroll Library Morehead State University. 2 Dec 2003 OfDea, Jennifer. gThe New Self- Esteem Approach for the Prevention of Body Image and Eating Problems in Children and Adolescents.h Healthy Weight Journal. 16.6 (Nov- Dec. 2002): 89-93 Fact Search. Camden- Carroll Library Morehead State University. 2 Dec 2003 Pirtle, Jennifer. gMind: eWhy Donft They Just Eat?f.h Health 16.2 (Mar. 2002): 96+. Fact Search. Camden-Carroll Library Morehead State University. 2 Dec 2003.

The Economic Future in the Year 2000 :: essays papers

The Economic Future in the Year 2000 The economy has performed exceptionally well for the past several years, combining rapid growth and very low unemployment with declining inflation. â€Å"Not only has the expansion achieved record length, but it has done so with far stronger growth than expected,† stated Federal Reserve Chairman Alan Greenspan in his remarks to the National Community Reinvestment Coalition annual conference in Washington (Business Week, The McGraw-Hill Companies, Economic Outlook, March 6,2000). Figures show that since 1996, the growth of GDP has averaged more than 4 percent, compared with an average of about 3 percent since 1973. Because of those four years of rapid growth, the unemployment rate has fallen to 4.1 percent, its lowest level since January 1970. Consumer Price Index (CPI) inflation, excluding food and energy prices, had been vacillating at about 3 percent per year earlier in the decade but was roughly 2 percent over the past year (Bank of America, Economic in Brief, November 1, 1999). Much of the auspicious recent economic developments can be attributed to a surge in productivity growth. Alan Greenspan noted in his statement that output per hour in the non-financial corporate sector had increased since 1995 at nearly double the average pace of the preceding 25 years (First Union, Monthly Economic Outlook, March 7, 2000). This rapid productivity growth allowed the economy to grow at a faster pace without raising the rate of inflation. However, the growth of consumer demand is exceeding the increase of productivity—boosting employment, tightening labor markets, and raising concerns that recent growth rates may not be sustainable without sparking a rise in inflation. After spending the past several years, extolling the virtues of improved productivity in allowing higher growth with less inflation, the Federal Reserve Chairman, seemed to turn the tables in his Humphrey Hawkins testimony, stating that the spurt in productivity has produced expectation of hi gher profit growth, which, in turn, have resulted in higher equity valuations. That surge in equity prices is seen as the primary driver of the â€Å"wealth effect†, which he believes has created an â€Å"imbalance† between demand and supply, raising inflation pressures (Business Week, The McGraw-Hill Companies, Economic Outlook, March 6,2000). Speculations of this occurrence may over the long term indicate that the higher the trend growth of productivity, the lower the inflation rate—due to the restraint of labor costs.

Fast Food Industry Research Proposal Essay

To study the attitude towards consumption of healthy food within the fast food industry Background We are a marketing research team of a fast food chain store. With increasing awareness about healthy food among the masses and with consumer preferences changing towards healthy food, we intend to launch a health food segment to cater to this need of the customers. We are also concerned about the pricing of the product that whether it should be priced same as that of normal fast food or the customers would be willing to pay a premium for healthy food. But before launching that product we want to know that â€Å"Is it worth it to our fast food restaurant to market healthy food†. To answer this management decision problem, we intend to conduct a marketing research within the region of West Delhi. Introduction * What is fast food? Definition1. Fast food have been defined by Bender and Bender (1995) as a â€Å"general term used for a limited menu of foods that lend themselves to production-line techniques; suppliers tend to specialize in products such as hamburgers, pizzas, chicken, or sandwiches†. Definition2. In Data Monitor’s (2005) survey the fast food market is defined as the sale of food and drinks for immediate consumption either on the premises or in designated eating areas shared with other foodservice operators, or for consumption elsewhere. Definition3. As per â€Å"the free dictionary† fast food is â€Å"inexpensive food, such as hamburgers and fried chicken, prepared and served quickly†. Definition4.According to Merriam-Webster online dictionary fast food is â€Å"designed for ready availability, use, or consumption and with little consideration given to quality or significance * Why fast food? * Brief history of fast food industry in India * Fast food industry trend, facts and figures, key players in India * According to a study by the Tata Strategic Management Group, the size of the Indian health-and-wellness food market will rise from an estimated Rs101.5bn in 2010 to Rs550bn by 2015, implying annual growth of 35-37%. * Why healthy food? Health food is preferred by people mostly because of the various health issues associated with eating fast food: * Trans Fats which is commonly found in fast food have a negative effect on health * The fast food consumption increase calorie intake, promote weight gain, and elevates risk for diabetes. * Obesity is also linked to various other diseases * What is Healthy food? Definition1: As per â€Å"the free dictionary† healthy food is â€Å"Any natural or prepared food popularly believed to promote good health† Definition2: * Food with low content of edible oil used. * Lower fat, lower cholesterol and lower sodium. Major segments H&W products in India could be classified into three dominant categories, i.e. Better-for-You(BFY), Functional / Fortified, and Natural categories. Research Objective The main aim of our research is to derive indications that may contribute to better strategic and tactical marketing decisions. The overall objective of the study is â€Å"To study the attitude towards consumption of healthy food within the fast food industry† this has been divided into following sub-objectives: 1) To study the consumption pattern towards fast food and health/wellness food. * What all sort of fast food people prefer, at what time, at what places they go, * What is the driving force behind it, e.g. taste, spiciness, ease , price, time factor etc. * Most popular fast food 2) To study the factors that influence the consumers to go for healthy food * Sickness * Obesity * Awareness * Who 3) To study the consumer perception about healthy food vis a vis normal fast food w.r.t. two factors i.e. taste and price * What does consumer think about healthy food e.g. taste , price 4) To identify the possibility/impact of nutritional value of fast foods on consumer purchase decision. Research Questions and Hypothesis Question: Do customer think healthy food is as tasty as fast food? H1: customers perceive healthy food to be of same taste as normal fast food. Question: Do customer think healthy food is costs same as normal fast food? H2: Customers perceive healthy food costs same as normal fast food. Question: Is there any impact of nutritional value of fast foods on consumer purchase decision? H3: Nutritional value of fast foods has no impact on consumer purchase decision. Research Design Qualitative Research Purpose Because of the exploratory nature of some of the aspects of the objectives, we need to have detailed qualitative information. The qualitative research will probe the following: * the consumption frequencies, the categories of product consumed and the main reasons to use these products * At what time and at what places do they prefer to go, * What is the driving force behind their preference, e.g. taste, spiciness, ease, price, time factor etc. * Most popular fast food * Whether they would prefer to pay more for healthy food * What factors influence the customers to eat healthy food Population and sampling Samples for the study will consist of youth segment (indicated as consumer in this study) in the age group of 20 to 27 years. Convenience samples are drawn from West Delhi region among the college students. We propose to conduct 4 focus groups with the following profiles: Group 1&2: Dwarka Region Group 3&4: Janak Puri Quantitative Research We propose to conduct a study using questionnaire within the markets of Dwarka and Janakpuri region and also an online survey of the relevant respondents. Purpose This stage intends to quantify the factors that influence the respondents to eat healthy food. It will also give the percentage of each category of fast food which customers generally prefer to eat out and at what place &at what time. It will also help us to quantify that how many customers perceive healthy food as of same taste as normal fast food and of the same price. By establishing classified data we will know what type of people prefer healthy food and what price they are willing to pay. Also we will know that how many customers look at the nutritional value of the product before taking a purchase decision. Population and sampling Samples for the study will consist of youth segment (indicated as consumer in this study) in the age group of 20 to 27 years. Convenience samples are drawn from West Delhi region among the college students. Our definition of convenience samples includes only one dimension that is easy access to the sample units otherwise it was random selection of individuals from a large number of customers at the fast food outlets. We will be carrying out a survey of 200 Indian Customers The face to face interviews will be carried out in different days and in different outlets such as, open markets, traditional shops and supermarkets. A pilot test on 15 consumers will be conducted in order to ensure that the statements are clear and to identify redundant variables and questions that were difficult to understand. Procedure We will develop a questionnaire for this purpose. The questionnaire will probe the following: * the consumption frequencies, the categories of product consumed and the main reasons to use these products * The factors which influence the customers to eat healthy food * Which category of fast food people generally prefer and the main reason to use that product * Do customers perceive healthy food to be as tasty as normal fast food * Whether customers are willing to pay more for healthy food * Is there any impact of nutritional value on their purchase decision Analysis: Statistical analysis such as descriptive statistical analysis and frequency distribution. t-test factor analysis cluster analysis Timing Week | Activity| 1-3 weeks | Desk research| 4-6 weeks| Qualitative field work| 7 week| Questionnaire development| 8-9 week| Quantitative stage(n=200)| 10 week| Coding and data preparation| 11 week| Analysis | 12 week| Presentation and Report available | Costs Phase | Description | Costs | Qualitative research | four focus groups-travel cost | 1200| Quantitative research | 200 interviews-Stationary-travel cost| 5001200| Total | | 2900| Limitations This study has some limitations that however do not liquidate the purpose of the study. Data for the study will be collected from West Delhi region mainly Dwarka and Janakpuri. Sampling units are primarily of young unmarried consumers. Annexure 1: Definitions of Health & Wellness Categories †¢ Better-For-You: Food products with lower levels of ‘bad’ ingredients /nutrients for the consumers like sugar or fat are called BFY products. Various low-fat, low-sugar or diet products would fall under the BFY category. †¢ Fortified / Functional: Food products fortified with additional ingredients or produced / suitably modified to provide a distinct health benefit are termed as functional or fortified foods. Functional drinks, vitamin / mineral fortified milk or fruit juices and bakery products with added fiber would be classified as functional foods. †¢ Natural: Products sold under the Natural platform are specifically manufactured with no chemicals, additives or artificial substances / chemicals. 100% natural juices, ready meals without preservatives, etc. are few examples of such products. †¢ Organic: These are made from foods that are grown without use of chemicals (fertilizers, pesticides) during their cultivation. †¢ Naturally healthy: These foods are considered healthy in their natural form itself like milk, olive oil, fruit juices etc. References: 1) Naresh K. Malhotra, Marketing Research- An Applied Orientation, 3rd Edition 2) Anita Goyal and N.P. Singh, â€Å"Consumer perception about fast food in India: an exploratory study† 3) Andrea Freeman, â€Å"fast Food oppression through poor nutrition†Ã¢â‚¬â„¢ California Law Review, Vol. 95,issue 6 4) â€Å"Healthy Ambition†, Economic Intelligence Unit, April 6th 2011,Vol XVIII No. 7 5) â€Å"The Health & Wellness Foods Industry in India: An Overview†, Tata Strategic Management Group(2009)

Succubus Dreams CHAPTER 3

After a good night's sleep, I went to work the next morning, feeling a bit more optimistic about life. I decided Tawny had probably already scored last night, and Niphon was on his way to the airport. Plus, I'd get to see Seth soon since he had made my place of employment, Emerald City Books & Caf? ¦, his writing headquarters. Yes, it wouldn't be such a bad day. Due to my ex-manager's complicated pregnancy, I'd recently inherited her position. This had left my old assistant-manager position vacant, and we'd ended up hiring Maddie Sato who just happened to be the sister of Doug Sato – the other assistant manager. It had been a stunning display of favoritism, and Doug had thrown a fit, complaining how we'd just lowered his coolness rating by ten points. As it was, Maddie already lived with him. She'd come to visit after his recent hospitalization and never really left. She had a second job as a freelance writer at a feminist magazine, and working at Emerald City gave her a more stable source of income. I liked Maddie. She was smart and capable and had a twisted sense of humor that spoke to mine. She worked well with customers and was always very polite in a professional capacity. For example, she could get caught up talking with Seth about ‘writerly' topics and function beautifully. But, when it came to friendlier and more interpersonal stuff, her social skills were a bit lacking. After a particularly analytical writing discussion, Seth had once made an off-hand comment about her childhood, and she'd frozen up. Seeing him with someone even more socially awkward than he was had been amusing, but mostly I'd felt disappointed at her relapse. I'd made good progress in getting her to come out of her shell and knew how fun she could be. I wanted everyone else to see it too. Today I found her upstairs in the caf? ¦, sitting at the table Seth had staked out with his laptop. It apparently wasn't a writerly day because Doug sat with them. He and Maddie appeared to be in some sort of heated argument. Seth sat between them, looking like he desperately wanted to be somewhere else. Catching my eye, he gave me a pleading look. I purposely slid a chair up beside him, forcing Doug to scoot his own chair over. No one knew Seth and I were dating, and the Sato siblings were so caught up in the discussion they didn't think anything of the chair placement. â€Å"What's going on?† I asked. â€Å"It had better involve the fate of the store to be detaining the entire management team.† The holidays were nearly upon us, and business was insane lately. Maddie had the grace to look embarrassed, suddenly remembering her duties. She opened her mouth to speak, but Doug interrupted her. â€Å"My illustrious sister's an insensitive bitch.† Maddie rolled her eyes. â€Å"He has some crazy ideas about Beth.† I sighed. â€Å"Look, if this is about the time Beth wore leg warmers here – â€Å" â€Å"Don't remind me of that,† grumbled Doug. â€Å"My illustrious brother has this crazy idea that Beth just broke up with someone,† explained Maddie. Both looked at me as though they expected me to set this matter straight. Puzzled, I glanced back and forth between them. â€Å"Why's that crazy?† â€Å"Because she has a cold,† said Maddie. â€Å"She said she has a cold. That's why she's sniffling.† â€Å"She's pretending to have a cold,† cried Doug. â€Å"What kind of sick and twisted world is this when an asshole like me is the one to notice heartache in the masses? For God's sake, her eyes are all red.† â€Å"Cold,† Maddie repeated firmly. She considered. â€Å"Or maybe allergies.† â€Å"In December?† The two of them bickered on. Beside me, Seth fought – and failed – to keep a straight face. I studied the way his lips curved into a smile, liking their shape and recalling how they felt. I turned my attention back to the siblings, enjoying the show. Finally, after about five more minutes, I remembered I was an authority figure and not a slacker employee. â€Å"Why is this a big deal?† I asked. â€Å"Because she's wrong,† Doug said. â€Å"I'm just trying to prove that.† Maddie sighed. â€Å"You're like a twelve-year-old.† â€Å"Am not.† He jabbed her in the arm. â€Å"Okay, enough.† I pointed to Doug. â€Å"You, register.† I pointed to Maddie. â€Å"You, my office.† â€Å"Ooh†¦you're in trouble,† Doug told her. â€Å"I'm going to show her how to process orders,† I growled. Maddie's eyes gleamed with anticipation, dimples appearing in her round cheeks. She ate up new tasks. â€Å"Female favoritism,† said Doug. â€Å"You like her better than me, don't you? It's okay. You can tell me. I can take it.† â€Å"Go. Both of you. I'll be down in a sec.† I looked at Seth when they were gone. â€Å"This is why I don't have children,† I told him. That wasn't true, of course. Not true at all. Children simply weren't in the cards for succubi. â€Å"Although†¦I think Doug's actually right,† I mused. â€Å"As crazy as that is. I saw Beth on my way in.† Seth smiled. â€Å"Maddie's a good writer and super smart, but she's kind of oblivious to other people.† I gave him a wry look. â€Å"I thought that was true about all writers.† â€Å"Some are worse than others.† â€Å"Shocking. You rode in a car with her for, what, four hours? What'd you guys talk about?† â€Å"Writing.† I sighed. â€Å"I wish she'd relax around people other than Doug and me. She's hilarious. She came up with the idea to Silly String Doug's car after he said Betty Friedan was PMSing when she wrote The Feminine Mystique.† â€Å"I'm not sure I'd describe that as ‘hilarious' so much as ‘scary.' Besides, that was your idea,† he reminded me. â€Å"You two are dangerous. Your whole soul-stealing act seems kind of softcore compared to the stuff you and Maddie concoct.† I grinned. It was true. I hadn't really hung out with a lot of women in the last century or so and was discovering I'd been missing out. â€Å"You have no idea. Social awkwardness or not, she's the best thing that's happened to me in a while.† â€Å"Oh?† â€Å"Well, present company excluded of course.† â€Å"Sure. Whatever you say.† â€Å"Hey.† I almost grabbed his hand, then remembered we were in public. â€Å"There's no competition. You're a better cook. And a better kisser.† â€Å"I didn't realize you'd tried her out.† â€Å"Well, you know how much I like writers.† My smile slipped a little as my mind switched subjects. I'd been thinking about my energy loss all morning, particularly since I'd probably be seeking my hit tonight or tomorrow. Jerome had blown the matter off, but like usual, I couldn't let it go. I decided then that I'd go visit my friend Erik Lancaster, Seattle's local mortal source of occult knowledge. He seemed to know more than my cronies half the time. I extended the invitation to Seth, and he agreed to come with me. I was glad. I had often thought it might do him some good to talk to another human who regularly dealt with the supernatural. This was as good of a time as any. Seth met me at my place after work, and we microwaved a quick dinner before heading out. As we walked down the stairs of my building, he teased me about Maddie again. â€Å"You guys were working in the office a while. Sure you weren't making out?† â€Å"Not too much,† I assured him. He laughed and caught hold of my hand. I jerked him toward me. Our lips met in a kiss, and as the warmth of his body stirred mine, I had no doubts about what the best thing in my life was. After a few sweet moments, we followed the drill and separated, our reluctance making the disentanglement a bit awkward in execution. â€Å"Yeah,† I told him. â€Å"She's definitely not as good a kisser as – â€Å" I cut myself off, grimacing as I felt Niphon coming toward us. His immortal aura felt slimy and musky. I stepped farther away from Seth and glared down the sidewalk at the approaching imp. Seeing me, he waved a hand in greeting. â€Å"Excuse me a moment,† I muttered. I skipped down the steps and blocked Niphon from getting within earshot of Seth. â€Å"What do you want?† â€Å"Attitude, attitude, Letha,† he tsked. â€Å"Succubi should be charming and cordial at all times.† He peered beyond me. â€Å"Is that the human boyfriend? Can I meet him?† â€Å"You can go the fuck away. You're supposed to be keeping an eye on Tawny.† â€Å"I have been,† he said cheerfully. â€Å"That's why I came to see you. I followed her last night. She was quite confident in her abilities but had some difficulty arranging an assignation in the end. Poor thing. It seems she may take longer than suspected in getting established. Fortunately, I'll stay with her until the end.† His mocking concern dug into me, just as he'd intended. â€Å"Is that all you came to tell me? Because I'm leaving now. I've got to be somewhere.† â€Å"Of course, of course,† he simpered. He gestured vaguely in Seth's direction. â€Å"I didn't mean to interrupt your heated moment, even if it looked like it was about to cool down.† A sudden look of realization crossed his face. â€Å"You don't sleep with him, do you? You've got some sort of noble sense of duty about absorbing his life. That poor, poor man.† Niphon laughed. â€Å"Oh, Letha. You are one of the most fascinating creatures I've ever come across.† I turned my back on him and stormed up to Seth. â€Å"Come on, we're leaving.† â€Å"Who was that?† he asked as we walked away. â€Å"He's an imp. And an asshole.† Even almost a block away, I could still just barely catch Niphon's taunting laughter. I tried to ignore it as Seth and I walked to his car. Listening to my friends tease me about Seth was annoying enough. From Niphon, it was unbearable. Fortunately, I calmed down by the time Seth and I got on the road. I instead focused on seeing Erik and hopefully getting my mystery solved. Erik ran a store up in Lake City called Arcana, Ltd. Unfortunately placed in a strip mall, it nonetheless possessed a warm, cozy feel. Dim lighting shed a tranquil air, and the bubbling of small fountains mingled with the soft sounds of a CD player emitting harp music. Books, jewelry, candles, and statuary cluttered up every inch of free space. The sweet scent of nag champa hung in the air. â€Å"Neat,† said Seth, peering around as we entered. Erik glanced up from where he was kneeling behind a stack of books. He'd grown a mustache since last I saw him, and I liked the way the gray hair stood out against his dark brown skin. A gentle smile bloomed on his face. â€Å"Miss Kincaid, what an unexpected pleasure. And you have a friend.† He rose and walked to us, extending his hand toward Seth. â€Å"Erik, this is Seth Mortensen. Seth, Erik.† They shook. â€Å"A pleasure, Mr. Mortensen. You keep good company.† â€Å"Yes,† said Seth, smiling in return. â€Å"I do.† â€Å"If we're lucky,† I said silkily, â€Å"Erik will have time for tea. He only serves decaf, so that should make you happy.† â€Å"Of course I have time,† said Erik. â€Å"I doubt there's any man who doesn't have time for you, Miss Kincaid.† I shot Seth a teasing look when Erik left to put the tea on. â€Å"Ah, now there's someone who appreciates me. You wouldn't see him shirking me for a book.† â€Å"If memory serves, you worship those books. Besides, how else am I supposed to keep you in the lifestyle you're accustomed to?† â€Å"If memory serves, I paid the last time we went out.† â€Å"Well, yeah. I was just letting you play liberated so that you and Maddie wouldn't go vandalize my car.† When our tea party commenced around Erik's small corner table, I was surprised to hear Seth engage Erik in conversation on what it meant to be a mortal among immortals. Seth wasn't usually so forthcoming, and I wondered just how much immortal weirdness troubled him. â€Å"It puts my sense of time awry,† remarked Erik. â€Å"I see people like Miss Kincaid who stay young and beautiful forever. It makes me feel as though no time has passed. Then I look at myself and see the new wrinkles. I feel the aches in my bones. I realize I will be left behind†¦they will go on and continue to shape the world without me.† He sighed, more with bemusement than sadness. â€Å"I wish I could see what will happen next.† â€Å"Yes,† Seth said, surprising me. His eyes looked dark and solemn. â€Å"I know what you mean.† I glanced over at him, seeing something I'd never noticed before. I knew he must think about the future and his own death – all mortals did – but only now did I realize how much he really thought about those things. Looking at both men, I remembered they would eventually die, and it made something in my chest grow cold. For the space of a heartbeat, I could almost see Seth as wrinkled and gray-haired as Erik. â€Å"Morbid much, you guys?† I asked, trying to affect a blas? ¦ air. â€Å"I didn't come here to bring everyone down. I've got to pick Erik's brain.† â€Å"Pick away,† he said. â€Å"Well†¦you know how I need, uh, life and energy to survive, right?† An idiotic statement. Of course he knew. â€Å"Yesterday morning, I woke up, and my entire stash was gone.† Erik considered. â€Å"That's normal, isn't it? It fades over time.† â€Å"Not this quickly. Especially since†¦Ã¢â‚¬  I stopped, suddenly realizing having Seth here might not have been so wise after all. â€Å"I, um, had just gotten a refill the night before.† Both men kept neutral expressions. â€Å"And you did nothing out of the ordinary?† â€Å"No, Jerome thinks it was mental stress.† I shrugged. â€Å"I don't think I was that stressed. I dreamed†¦a weird dream†¦but nothing stressful.† â€Å"Dreams are powerful,† Erik said. â€Å"And sometimes stress can take more out of us than we realize. Unfortunately, I know little about dreams, but†¦Ã¢â‚¬  He frowned, and his gaze suddenly turned inward. â€Å"But what?† â€Å"I know someone who might be able to help. Someone who specializes in dreams.† â€Å"Who?† This sounded promising. Erik took a long time in answering. When he spoke, he seemed unhappy to give up the words. â€Å"Someone who might as well be signed and sealed to your side. His name's Dante Moriarty.† I snickered. â€Å"That can't be his real name.† â€Å"It's not, though I'm sure some of your imp and demon friends would know him by any name. He's a con artist†¦among other things. Considers himself a magician too.† â€Å"I deal with corrupt people all the time,† I pointed out. â€Å"Doesn't bother me much.† â€Å"True,† agreed Erik. He still looked troubled, which I found puzzling. Although not evil himself, he interacted with me and others of my ilk on a regular basis without blinking. I wondered what it was about one human that would bother him so much. â€Å"I'll get you his contact information.† He sought out Dante's card, and I browsed around the store while Seth used the bathroom in the back. The old storekeeper handed me the card when he found it. â€Å"I like Mr. Mortensen a great deal.† â€Å"Yeah. So do I.† â€Å"I know. I can tell.† I looked up from a display of bracelets, waiting for more. â€Å"You talk and move around each other in a way you're probably not even aware of. It's like how lovers usually interact†¦but it's something more too. You have a continual sense of each other, I think, even when not together. There's a burning in the air between you.† I didn't know what to say to that. It sounded nice – but a little intimidating too. â€Å"I've never met another of your kind who's exactly like you, Miss Kincaid.† He hesitated, his normally wise-and-competent expression flickering into uncertainty. It was a rare look for him. â€Å"I don't know how this will turn out.† Seth emerged then, picking up that he'd interrupted something. He glanced between the two of us, and I rested a reassuring hand on his arm. â€Å"You about ready to go?† â€Å"Sure.† I scanned the rest of the jewelry counter, only half-noticing the contents. Suddenly, I did a double-take and leaned over one of the cases. â€Å"Erik, where do you find this stuff?† He and Seth looked over my shoulder. â€Å"Ah, yes,† said Erik. â€Å"The Byzantine rings. By the same artist who made your ankh necklace.† â€Å"Your artist has a real knack for historical detail. They look just like the originals.† He walked around the counter and lifted out the tray with the rings. I picked one up. It was an ordinary gold band. Rather than any sort of mounted gem on top, it bore a smooth and flat disc, almost the size of a dime. Greek letters were engraved into the metal. â€Å"What do they mean?† asked Seth. I tried to explain the long-lost custom. â€Å"It's a benediction. Like a prayer for the couple. This would have been a wedding ring.† I examined another depicting Christ and the Virgin; still another showed a tiny man and woman facing each other. â€Å"I used to have a ring almost like this,† I said softly, turning it over in my hands. Neither man said anything, and I finally returned it to its tray. On the way home, Seth gently asked, â€Å"What happened to your ring?† I stared out the window. â€Å"It's not important.† â€Å"Tell me.† I didn't respond, and he didn't ask me again. When we got back to my place, I saw no sign of Vincent and figured he was out investigating with Charlie's Angels. Newspapers were scattered across my kitchen table; he apparently liked to keep up on current events. Morbid events, at that. One of the headlines was a story I'd heard the other day about a crazy man who'd killed his wife after having a vision of seeing her with another man. Mortals did creepy things sometimes. Okay, a lot of the time. Seth sat on my couch and leaned forward, hands clasped together. I'd sensed his mood shift when I wouldn't answer in the car. â€Å"Thetis†¦Ã¢â‚¬  â€Å"You want to know about the ring.† â€Å"The ring doesn't matter so much. It's just†¦well, I've seen you get like this. Something bugs you, something you remember. But you won't talk to me about it. There are days I feel like you don't tell me anything.† I sat down next to him, avoiding eye contact in a way he often did. â€Å"I tell you plenty.† â€Å"Not about your past.† â€Å"I have a lot of past, and I talk about it all the time.† â€Å"Yeah†¦I guess.† He absentmindedly stroked my arm. â€Å"But you don't talk about your mortal past. Before you were a succubus.† â€Å"So? Does it make a difference? You're with me now. You know the kind of person I am now.† â€Å"I do. And I love that person. And I want to know what's important to you. What made you who you are. I want to know what hurts you so that I can help.† â€Å"You don't need to know that to know who I am. My human past doesn't enter in to anything,† I said stiffly. â€Å"I can't believe that.† Again, I didn't answer. â€Å"I don't know anything about that part of your life,† he continued. â€Å"I don't know your real name. What you really look like. Where you grew up. I don't even know how old you are.† â€Å"Hey, it's not just me. You have plenty of things you don't talk about,† I pointed out, trying to deflect the attention. â€Å"What do you want to know?† â€Å"Well†¦Ã¢â‚¬  I groped for something I didn't know much about. â€Å"You never talk about your dad. How he died.† Seth answered immediately, without hesitation. â€Å"Not much to tell. Cancer. I was thirteen. According to a therapist Mom made us see, I withdrew into a world of fantasy to cope.† I leaned my head against his shoulder, knowing he'd expound on anything I wanted to know – in a subdued, Seth sort of way. It was ironic considering his normal conversational reticence, but that was how he operated. He believed relationships had to have an open exchange of honesty and baring of souls. I supposed he was right, but there were too many dark parts of my soul I didn't want to share. Parts I was afraid would scare him off. I knew Seth well enough to realize he wouldn't push this issue anymore tonight, but I could also sense his hurt and disappointment. He didn't ask me these questions to upset me; he did it out of sincere affection. That didn't make it easier, unfortunately, and I fought my anxiety and long-buried pain to try to offer him something. Anything. Anything to show I was making an effort in this relationship. My original face and name were dead to me, obsolete reminders of the woman I'd left behind, never mind Niphon's insistence on calling me Letha. Seth would never know those things. We sat together for a long time while I decided what I could give up. Finally, with the words sticking in my mouth, I said, â€Å"I grew up in Cyprus.† The air grew tense as we both waited for more. â€Å"In the early fifth century. I don't know exactly what year I was born. We didn't really keep track of those things.† He exhaled. I hadn't realized he'd been holding his breath. Slowly, carefully, he put an arm around me and pressed his lips against my hair. â€Å"Thank you.† I buried my face against his shoulder, not knowing what I hid from. I'd barely given him anything – just a couple of pieces of trivia. Nonetheless, yielding that tiny bit from a place in me I wanted to hide from was powerful. I felt exposed and vulnerable without fully understanding why. Seth gently stroked my hair. â€Å"Is the ring from around that time?† he asked. I nodded against him. â€Å"It'd be worth a lot then, I suppose.† â€Å"I lost it,† I whispered. He must have picked up on the anguish in my voice. He held me tighter. â€Å"I'm sorry.† We stayed together a while longer that night, but I knew he wanted to go home and work at his own place. Unable to deny him, I shooed him away, though I had a feeling that he would have stayed if I'd asked it. Once he was gone, I went into my bedroom and closed the door. Kneeling in front of my open closet, I pulled out box after box, setting them haphazardly around the room. My organization lacked something – like, say, organization – and it took me a while to sift through the clutter of junk. Finally, I produced a shoebox covered in dust. Lifting the lid, I felt my breath catch. Old, brown letters lay stacked with a few photographs. A heavy gold cross on a fraying string lay among the papers, along with other small treasures. I carefully hunted around until I found what I wanted: a bronze ring, green with age. I held it in my hands, still able to discern the engraved couple atop the mounted disc. It was a cruder job but still very similar to Erik's modern renditions. I ran my fingertips along the ring's edges without knowing what I did. I even tried it on, but it didn't fit. It had been made for larger fingers than I had now. I refused to shape-shift to the right size. I kept the ring out for a few more minutes, thinking of Seth and Cyprus and all sorts of things. Finally, unable to stand the ache within me, I put the ring back into its box and buried it once more in the closet.

A definition and discussion on special education Essay

A definition and discussion on special education - Essay Example Basically, special education is in line with acceleration programs for the gifted and talented students and the enrichment programs for fast learners (Slavin, 2008, p.379). The development of special education can be considered as a positive advancement in the social structure and norms. This can be attributed to the fact that before the 1800s, the people with disabilities such as the retarded, the mentally ill, deaf, blind and physically challenged are maltreated and considered to lack the chance to be educated. The maltreatment even became extreme due to superstitions. People with disabilities are even being killed at some point specifically during the era of witch hunts (Sacks, 2001, p.2). During these period although the advocates of education for all groups of people are few, the roots of special education can be considered to have started with certain educators who saw the importance of providing education for the survival of people with disabilities. Included in the educators are Ponce de Leon who educated deaf students to communicate, Pablo Bonet of Spain who established finger spelling for the blind, Jacob Rodriguez Pereire who made sign language simpler and made a machine for calculation and arithmetic and most importantly John Locke who is an important personality in the field of education and was able to differentiate idiocy or metal retardation from insanity or mental illness.

Problem, search and selection Evidence based practice-NURSING Research Paper

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