Us History World War II Research Paper Essay Example for Free

Us History serviceman contend II look for Paper EssayTechnology played a key role in determining the outcome of orbit War II. The high military look at for more advanced engineering science acted as a catalyst for the maturation of technology in the interwar years of the 1920s and 1930s. Scientists and Engineers a care poured massive amounts of research and maturement time into supporting the war effort, and more advanced technology was essendial at an alarmingly rapid rate.One notable fact about technology in human being War II is that World War II is the first war in which many military attacks were designed specifically to overturn the research efforts of the enemies. In the bombing of Peenemunde, the Eighth Air Force executed a bombing run to destroy hydrogen peroxide that was being utilize to fuel the V-2 Rocket. Another fashion model is the Norwegian heavy irrigate sabotage in which a group of Norwegian soldiers destroyed a heavy water plant to inhibit the N azi training of nuclear weapons (heavy water or, deuterium oxide, can be used to produce nuclear weapons).Yet another example is when Niels Bohr, a brilliant Danish physicist who understood and level(p) contributed to the discovery of atomic structure, was evacuated from German-controlled Denmark and brought to Britain in 1943. The affiliate do all of these efforts to deter Nazi Germany from elevate developing oftentimes-needed technology, and this shows just how important technology and the research of technology was during the War. Almost every type of technology was utilized in the war, but the most notable technical advances involved five main categories Weaponry, Industry, Medicine, Communication, and Transportation.More advanced weaponry came in the form of magnetic detonating torpedos, Tank destroyer missile rounds, jet fighters, jet bombers, V1 autopilot bombs, proximity fuzes for shells and rockets, HEAT anti-tank warheads, aiming utilities for guns, and napalm. 1 Pl astic explosion devices such as C2 were similarly developed in this time. Still more weapon developments came in the form of industrial advances. Many car factories significantly lowered the number of cars being industriousnessd and focused rather on the creation of guns, tanks, jets, and ammunition in order to break dour support the war effort.The stamping, riveting, and welding of guns were all new techniques that came into use during World War II and revolutionized the creation of guns. Design and production methods had advanced enough to manufacture weapons of reasonable reliability such as the PPSh-41, PPS-42, Sten, MP 40, M3 Grease Gun, Gewehr 43, Thompson, and the M1 Garand rifle. World War II also marked the dawn of the semi-automatic rifle, and more importantly, the dawn of the rapine rifle. These new rifles were a lot more accurate than other firearms of their time, and proved especially lethal.Although modern daytime military forces dont use the same weapons as the y did in World War II, they do still use variations of the assault rifle. The idea of the assault rifle developed in World War II has stood the test of time, as assault rifles are still the most effective form of infantry weaponry due to their balanced weight, firepower, accuracy, and stopping power. In basis of advances in tape transport, aircrafts, vehicles, and ships were all tremendously improved. This category of technology was one of the most important factors in determining the outcome of the war. The Jeep was invented in World War II.It was used firstly and primarily as a basic troop transport vehicle, although after the war it became popular as a public transportation vehicle too. Tanks were also created not only as a source of extreme firepower, but also as armored transports. By the end of the war, the allies had developed their own personal brand of tank that transported troops by areas under heavy fire with the protection of tank armor. These transportation vehicles were integral to the victory of the allies in World War II, because without the ability to move troops from point to point, attacks would be weak and disorganized.Another noteworthy development pertaining to ground vehicles is the development of synthetic preventive. Previously, all rubber products had been made of natural rubber which was harvested in the south Pacific. During World War II, Japan cut off the U. S. from this supply of rubber which forced the U. S. to develop synthetic rubber. This turned out to be a cheaper and more practical alternative. Synthetic rubber was and still is used in the wheels of cars, as well as many other vehicles. This is just one of many lasting effects World War II has had on the US.Ships were also revolutionized during the World War II era. Naval technology was very poor at the time, but once radar technology was developed, navigation and detection was made much easier for submarine and ship pilots. The invention of radar was still very new be ing developed only 2 years prior to the start of World War II. Hours of experimentation and development were poured into enhancing radar technology so that the allied forces could better combat the Nazi fleet. Aircrafts were also made more advanced during World War II.Aviation in general was very new at the time, so optimizing what basic aircrafts we had at the time for battle (by equipping them with guns and bombs) was a intriguing feat. Considering the first powered flight had taken place only in 1903, only 40 years before World War II, both the bloc and allied air force engineers had their work cut out for them. Biplanes were the most common planes leading up to the war, and engineers improved them to become stronger, more efficient, and faster. Fighters were developed first, and ran off of a single engine.They were generally outfitted with a front machine gun and supported one or two pilots. Fighter jets were not developed until the end of the war, and saw little use on the ba ttlefield because of this. Another type of aircraft developed during World War II was the Bomber. These enormous planes were flown deep into adversary territory where they released bombs to wreak havoc on the enemy below. Bombers often targeted key structures and production facilities to cripple the output of the enemy forces. Even more technological advances were made in the field of communication.The invention of the transistor forever changed the course electronics such as computers and radios worked. Transistors amplify and switch electronic signals. This enabled electronic devices to be manufactured much smaller than before while still being just as (if not more) powerful. Computers that once took up entire rooms could now fit on a desk. Radios that previously lined a whole wall could now be carried by hand. This revolutionized electronic communication, and made for orders to be given and received quickly on the battlefield.Almost all modern day technology utilizes transisto rs. This is yet another example of how the technological advances made in World War II have trickled down to present day. Other technological and engineering feats achieved during, or as a result of, the war include the worlds first programmable computers (Z3, Colossus, and ENIAC), guided missiles, the Manhattan Projects development of nuclear weapons, and the development of artificial harbors and oil pipelines under the English Channel.The furthering of computer technology is by far the most pivotal, though. Computers have developed even further than radios and televisions. Word processing programs used in the present today have completely trivialized type writers, and the internal processors and software code allows for highly complex numeric algorithms to be solved at the touch of a button. However, word processing and mathematics are not the only uses for the computer in the modern day world.Computers are also used for entertainment through video games and online streams, educa tion through online college programs and educational websites, mail through the invention of email, business transactions through the integration of the computer with the cash register, and the free transfer of ideas and news through the Internet. The idea of the computer, though conceived before World War II, blossomed and thrived in the technological bellowing that was provided by World War II research.Without the research and development performed during World War II, the computer would not be where it is today. These revolutionary advances in communication were not only utilized by the military, but also by the media. Although televisions and radios existed before World War II, they became much more important to the public during the war. News of what was hap on the war front could be conveyed quickly and efficiently throughout the nation. Gone were the days of delivering information via letters and horseback news spread like wildfire through the use of media.For medical scie nce, World War II was a spur to rapid advances. Newly discovered antibiotics such as penicillin, sulfonamide, and other drugs were rapidly made available for research, manufacture, and distribution. This was all made possible by the Governments funding and support in coordination with war-time efforts to reduce the number of casualties on the battlefield. These drugs were extremely useful on the front, and saved countless lives of the wounded and the sick.Soldiers who may have previously died of bacterial infection were instead cured on the spot. The war also showed just how effective the use of psychiatry was on the battlefield. Men who fought on the front lines and experience some of the more gruesome and cruel elements of war were sent to war-time psychiatrists and could often return to the battlefield without going insane. This psychiatry provided before and after battles also greatly reduced the number of post traumatic stress indisposition victims there were as a result of W orld War II.Another revolutionary technique, the extraction and storing of assembly line and blood plasma resulted in the saving of lives. Downed soldiers who confused fatal amounts of blood were be saved via blood transfusions. This was important, as many soldiers were often shot in non-fatal areas but died because of blood loss. However, with the option to transfuse blood into gunshot victims, many lives were saved. This was a pivotal moment for medics on the battlefield, as fewer soldiers died by bleeding out.Many of these discoveries in blood transfusion were subsequently adapted for peacetime usage. Blood transfusions are used every day at hospitals across the country in order to save lives, and the technology developed in World War II has only developed even further since then. Blood can now be screened for viruses such as HIV/acquired immune deficiency syndrome to ensure the recipient of the transfusions will not be infected. Blood donation is very common at places of empl oyment and sometimes even schools. There is even a blood drive every year at De La SalleHowever medicine and blood transfusions were not the only medical improvements made in World War II. Medical education in the United States accelerated during the war years. The training of wartime doctors consisted of three intense years of twelve months each instead of the usual four years of nine months each. U. S. medical schools geared up to produce physicians needed for the war effort more quickly. This ensured that there would never be a shortage of medics on the battlefield so that casualties could be minimized.Many different forms of technology were developed during World War II, and almost all of them contributed in one way or another to the war. Whether it was new forms of transportation being discovered, new medicines being researched, new methods of communication being utilized, new weapons being manufactured, or new production methods in factories being used to revolutionize industr y, every form of technology developed during the war has influenced society in some way today.

The C Programming Language And Its History

The C program wording And Its HistoryIntroductionIn this Assignment, I shall be going through with(predicate) the stages and milest iodines, which lead to the offendment of two succeederful computer programming run-ins, C++ and Java. The programming run-in C influenced greatly C++, and thus I felt it was incumbent to delve deeply in this programming language as well. This assignment in contributeition accommodates the decisions taken by their respective creators and the cerebrate behind them.The C Programming LanguageBetween 1969 and 1973, the programming language C was under development at Bell Labs, by Dennis Ritchie. 1 During the same period, the strike dust UNIX was under development as well.1 In this section, I make most of my references to texts written by Dennis Ritchie himself in the book History of Programming Languages.2prehistoryBefore C, during the late 60s, Bell Labs were button through difficult times, mainly due to the fact that the development of th e Multics project was halted beca determination the beneficial put on of the GE-645 Multics machine would non be available on time and would be overly costly.4 How incessantly, during and after the disposal of the machine, an informal aggroup, lead by Ken Thompson, began to research and develop other alternatives.4Ken Thompson ca droped in constructing a comfortable trim environment by victimization any resources available to him.4 His design involved implementing some mistakable ideas of Multics, such as an explicit notion of a process as a locus of control, a channelize- social systemd file system, a command interpreter as a user-level program, simple representation of text files, and generalized access to turns.4 However, Ken Thompson in addition excluded other certain aspects, including unified access to memory and to files.4 Furthermore, instead of using PL/I which was the implementation language of Multics, Thompson and his team used another programming language kn witness as BCPL.4 Just like PL/I, BCPL was also a superior language a great advantage which Thompson did not want to let go due to its clarity and simplicity, unlike assembly language.4The B Programming LanguageIn 1968, Ken Thompson was faced with a problem with the PDP-7, a machine for which he had no compatible software available.4 Ken Thompson then created his own PDP-7 assembler, only when it was in 1969, that Doug Mcllroy created the first high-level language for the system.4 This language was an adaptation of the programming language cognise as TMG, which was created for the PDP-7 by R. M. McClure.4 Dennis Ritchie describes TMG as a language for paternity compilers (more generally, TransMoGrifiers) in a top-down, recursive-descent style that combines context-free syntax notation with procedural elements.4 TMG had been used to create the compiler of PLI for Multics.4 Ken Thompson then felt it was necessary for UNIX to fetch its own system programming language.4 After a re luctant apparent motion to use FORTRAN, Thompson later designed a bare-ass programming language named B.4 The B programming language was developed mainly based on BCPL.4 Moreover, Dennis Ritchie describes B as BCPL squeezed into 8K bytes of memory and filtered through Thompsons brain.4 He then mentions that most probably, its name came rough by representing a contraction of BCPL.4 However, he might have chosen it as a dedication to his wife Bonnie.4Development was first completed by creating a TMG version of B, where Thompson then rewrote B in itself.6 Dennis Ritchie recalls that during this stage of development, Ken Thompson nominate the memory limitation to be a great challenge, as from each iodin language addition inflated the compiler to barely fit.6 However, each re-write, due to the beneficial feature, reduced its size.6 Dennis Ritchie continues by mentioning an example.6 He stated that, originally coming from ALGOL 60, B generalized assignment operators such that x =+ y was used to add x to y.6 The operator was then corrected to spell x += y back in 1976.6 Thompson was more innovative as he created new operators such as ++ and to increment and decrement.6 The position of these operators, written as suffix or prefix, would determine whether the change in value would occur before or after noting the value of the operand.6Instead of producing machine edict, the PDP-7s B compiler generated locomote code, in which the compilers output was made up of a sequence of addresses of code fragments that perform the elementary operations.6 In the case for B, these operations pass watered on a straightforward stack.6However, due to the fact the PDP-7 machine was too small and slow, not much was written using B, except for B itself.6 It only served them for experimental use. Re-writing UNIX on this machine proved to be too much of an expensive step.6 Furthermore, Dennis Ritchie reports that at a stage, Ken Thompson expressed the address space crunch by of fering a virtual B which made it possible for the interpreted program to take up more than 8k bytes.6 This was d bingle by paging the code and entropy within the interpreter.6 However, it was then concluded that it would not be feasible enough and would result in being too slow for the familiar utilities.6 Despite all this, some utilities were liquid written in B, such as an early version of the variable precision calculator cognize as dc.6Around this time, Dennis Ritchie also recalls working on an ambitious project, which mainly involved creating a genuine cross-compiler fitting translating B to GE-635 machine instruction instead of drift code.6 Dennis Ritchie then comments that this task was only possible due to the practicality and ease of the B language.6The Unix project had proven itself so well, that they managed to get a PDP-11 at Bell Labs.6 By using the the threaded technique in order to run programs written in B on this machine, it was only necessary to write the cod e fragments for the operators, and a simple assembler in which the latter, Dennis Ritchie created himself.6 The first interesting program to be tested on the PDP-11, before any operating system software, was dc.6 Furthermore, around the same time, Ken Thompson managed to record the UNIX kernel, along with some simple commands written in PDP-11 assembly language.6Later in his musical composition, Dennis Ritchie mentions that apart from Bs advantage regarding its simplicity, it also had its problems mainly related to the PDP-11.7 He states that the machines, on which Bell Labs initially used BCPL and also B, were word-addressed.7 Furthermore, he continues by stating that these languages only handled one single data lawsuit, cognise as the cell, which would simply be equated with the hardware machine word.7 However, with the introduction of the PDP-11, a manifold of inadequacies of Bs semantic model were clearly visible, one of which was that its character-handling mechanisms tracki ng back to few changes from BCPL, were incompetent.7 For instance, Dennis Ritchie mentions that using library procedures to spread packed strings into individual cells and then repack, or to access and replace individual characters did note strange and at times even silly, on a machine based on bytes.7Despite that the first model of the PDP-11 was not capable of calculating floating-point arithmetic, the producer did affirm that this feature would be available goldbrickly.7 By defining special operators, floating-point operators were added to BCPL in their Multics and GCOS compilers.7 However, these operators were only possible on certain machines where a single word was large enough to contain a floating-point number and therefore could not be used on the 16-it PDP-11.7 Another inadequacy was that B and BCPL suffered from overhead due to cursors.7 This was because the languages basis, by defining a pointer as an index in an array of words, restricted pointers to be represented as word indices.7 For each pointer reference, it generated a run-time scale conversion from the pointer to the corresponding byte address intended by the hardware.7Due to all of these reasons, Dennis Ritchie realised that it was necessary to develop a typing scheme to be able to handle characters and byte addressing, and also be prepared to work with the coming floating-point hardware.7 At first, fictitious character safety and interface checking was not considered to be vital and therefore were introduced at a later date.7 Besides the issues with the B language, B compilers threaded-code technique made programs run slower than the same programs written in assembly language.7NB and CIn 1971, Dennis Ritchie started to expand the B language and called the slightly extended language NB, for new B.7 Dennis Ritchie also states that since NB was used for a actually short period, no documentation was done.8 He continues by mentioning that he added a character fictitious character and also developed its compiler to produce PDP-11 machine code instructions.8 Therefore, the compiler was capable of converting programs fast and small enough to contest with assembly language.8 All in all, NB offered the simple vitrines int and char, arrays of them, and also pointers to them.8 The semantics of arrays found in B and BCPL stayed the same.8 Furthermore, inside procedures, the language interpreted pointers and array variables to be identical.8 Ritchie explains that a pointer declaration created a cell differing from an array declaration only in that the programmer was expected to assign a referent, instead of letting the compiler allocate the space and arrange the cell.8 The determine that were held in cells, linked by array and pointer name calling, were bytes of machine addresses relating to their respective memory location.8 This was beneficial, as an in treation through a pointer call for no run-time overhead to form the pointer from a word to byte offset.8 However, th e machine code for array subscripting and pointer arithmetic was dependant on the actual type of the array or pointer.8 Dennis Ritchie states that although these semantics made it very easy to transition from B, problems eventually began cropping up mainly when he tried to extend the type notation.8 He continues by explaining his difficulty in implementing twistd (record) types.8 At first, it seemed structures should link correspondingly onto memory in the machine.8 However, the major issue was that for a structure containing an array, there was no ideal location to store the pointer containing the base of the array, or a practical way to initialise it. 8The goal of Dennis Ritchie was that a structure would not just characterise an abstract object but also describe a collection of bits that might be read from a directory.8 He describes the solution in achieving this goal as the crucial jump in the evolutionary chain between type-less BCPL and typed C.8 Rather then having a young o f the pointer located in memory, the pointer would be created only when the array name is refereed to in an expression.8 Moreover, values of type array, once mentioned in an expression, would change its values to pointers to direct to the objects making up the array.8 Despite the fact that the semantics of this new language had shiftily changed, most code written in B could still be used. Furthermore, this language also differed from its predecessors as it offered a comprehensive type structure and expression in the syntax of declaration.8After creating the type system, the associated syntax, and the compiler, Dennis Ritchie believed that this language deserved its own name, as when compared to NB, they were very distinctive.8 Therefore, he called the programming Language C, deviation open the question whether the name represented a progression through the alphabet or through the letters in BCPL.8UNIX benefited greatly due to C. It made improving and maintaining UNIX very easy for any programmer who had an understanding of C. 1 Furthermore, it also made UNIX easily portable for newly developed computers. 1 This is mainly because it was unnecessary to convert the operating system to assemble language manually, but only required a C assembly compiler for that particular machine. 1 This compiler translates the code into machine code that the device understands. 1 C has gained a huge amount of success over the years and is still presently used in development. It is mainly known for its fast speed. 1The C++ Programming LanguageThe book History of Programming Languages also contains a paper written by Bjarne Stroustrup, the creator of C++.9 In this paper, he narrates the history of the C++ programming language, focusing more on the ideas, limitation and people that shaped the language.9PrehistoryMore or less, Stroustrup begins his paper by stating that C++ was based on an earlier version of a programming language known as C with Classes.10 However, before going in to further detail, he begins discussing the prehistory of all this.10 At Cambridge University, whilst working on his Ph.D that dealt with the arena of variant methods regarding the organization of software for a distributed system, Stroustrup focused on exploitation software out of well-delimited modules and also created experimental simulator tool in order to copy software running on a distributed system.10 This first version of the simulator was developed in Simula and ran on the Universitys IBM 360/165 mainframe.10It was very beneficial for Bjarne Stroustrup to use Simula, stating that the features of Simula were almost ideal for the purpose and I was particularly impressed by the way the concepts of the language helped me think about the problems in my natural covering.10 Particularly, the behaviour of classes allowed Stroustrup to link today the application of his ideas to the language constructs easily, especially due to the fact that classes in Simula are able to behave as co-routines.10 He states that the use of class hierarchies enabled him to declare variants of application level concepts.10 He continues by explaining further, through an example, that different types could be described as classes deriving from other classes.10 The following are his exact words For example, different types of computers could be expressed as classes derived from class computer and different types of intermodule communication mechanisms could be expressed as classes derived from class IPC.10Other benefits of Simula were its type scheme and the office to detect type errors through its compiler.10 The detection of a type error was either caused by some silly mistake, or due to some abstract flaw in the design, in which twain cases, especially the latter, helped Stroustrup greatly.10 He had not experienced such beneficial use with other more primitive untroubled type systems.10 Furthermore, referring to his simulator, when the program increased in size, due to Si mulas class, co-routine and precise type checking mechanisms, flaws and errors would not grow alongside.10 On the other hand, the implementation of Simula did not scale in the same way and nearly resulted in creating a disastrous program.10 Stroustrup concluded that Simula was ideal for writing small programs but suffered inherently for larger ones due to its slimy run-time performance characteristics.10Today, Simula implementations have improved greatly, but at that time, in order to avoid terminating the project, Stroustrup rewrote the simulator in BCPL.10 He found programming in BCPL a very horrible experience, mainly due to its lack of type checking and run-time help.10 However, once the simulator was developed, the program ran competitively fast.10Once he graduated from Cambridge, Bjarne Stroustrup promised himself that he would never attempt to drub a problem with those impractical tools as he had suffered while designing and implementing the simulator.10 However he did fin d what is a suitable tool for writing system programs, which was highly significant when he was underdeveloped C++. 10In Stroustrups eyes, a suitable tool involved the following characteristics.10 Firstly, it would have Simulas support for program presidency and thus include classes, the ability to form class hierarchies, concurrency mechanisms, and a good type-checking scheme relating to classes.10 Secondly, it must also be capable of producing programs possessing similar speed as to BCPL programs, and also allow the combination of independently compiled units into a program.10 Lastly, it must allow the ability to create highly portable implementations.10C with ClassesThe undertaking, which eventually lead to developing C++, began in 1979, when Bjarne Stroustrup tried to understand the UNIX kernel, in order to find out the limit that could be distributed over a network of computer via a local area network (LAN).11 This work took place in the Computer Science Research Center of Be ll Laboratories.11 With little time, Stroustrup faced two sub-problems, namely, how to prove the network traffic that would result from the kernel distribution and how to modularize the kernel.11 They both required a way to describe the model structure of a modify system and the communication trends of the modules, issues extremely similar to the kind that Stroustrup was eager to never have to face again without the suitable tools.11 Therefore, by referring to the criteria he had stated upon leaving Cambridge, Bjarne Stroustrup began to develop his own suitable tool.11 By October of 1979, he had a preprocessor called Cpre. 11Cpre was able to add Simula-like classes to C, and in March of 1980 this processor had been upgraded to actually support one real project and several experiments.11 Later that year, between April and October, Stroustrup mentions that he let go of the ideal of thinking about a tool but quite began thinking about a language, to develop what is known as C with C lasses.11 However, initially, he did not consider C with Classes to be an independent language but just an expansion to C for expressing modularity and concurrency.11 C with classes did not support primitives for expression.11 Instead it included a mix of inheritance and offered a way to define class member functions with special meanings understood by the preprocessor, which was used to develop the library that handled the required styles of concurrency. Stroustrup emphasises on the word styles and that it is written in plural.11 He found it vital that numerous notations of concurrency are able to be expressed in the language.11 Backed by colleagues, other C++ users and the C++ standards committee, to this day he still believes that this was the right decision.11 He then continues on this topic by stating that there in no one dominant model for concurrency support, and making use of a library or a special purpose extension for support on a particular form of concurrency would not l imit others in using different forms.11 Therefore, the language provided general mechanisms for organising programs rather than support for specific application areas.11It was not only in this instance that Bjarne Stroustrup did not force programmers to use a particular style.11 C is capable of computing numerous low-level operations, such as bit manipulation and choosing between different sizes of integers.11 Furthermore, although C++ systematically eliminates the need to use such low-level operators due to safety, they are still available for programmers to use, as Bjarne Stroustrup did not wish to restrict them in any way.11 In fact, quoting his exact words, he states I strongly felt then, as I still do, that there is no one right way of writing both program, and a language designer has no business trying to force programmers to use a particular style.11 The language designer does, on the other hand, have an obligation to encourage and support a variety of styles and practices that have proven effective and to provide language features and tools to help programmers avoid the well known traps and pitfalls.11Bjarne Stroustrup continues his paper by explaining further the features available to C with class, a language considered to be a stepping stone in creating C++.11 C with Classes does not differ greatly compared to C.11 Due to the fact that a preprocessor was used to implement C with Classes, the language differs only in the newly added features.11 He lists these features which are shown as below. Note that the coda three features were implemented in 1981, whilst the others were implemented one year earlier.11classes11derived classes11public/private access control11constructors and destructors11call and Return functions11friend Classes11type Checking and variation of Function arguments11inline functions11default arguments11overloading of the assignment operator11One of the major features offered by C with Classes was the idea of classes.12 Stroustrup describes a class as a user-defined data type, meaning that it is a custom data type created by the programmer.12 He continues by stating that a class specifies the type of the class members that define the representation of a variable of the type, specifies the set of operations that manipulate such objects and specifies the access users have to these members.12 In other words, it simply defines the attributes and methods of a data type, including their access rights.12At that time, Simula did not support local or global variables of class types, and therefore objects of classes had to be allocated on the free store using the new operator.12 After developing his simulator earlier in Cambridge, he considered Simulas lack of support on variables of class types as a major source of inefficiency at run-time.12 Moreover, after some time, Karel Babcisky, who worked at the Norwegian Computer Centre, published information on Simula run-time performance that backed Stroustrups thinking. For this reason, Stroustrup wanted to support local and global variables of class types.12The first version of C with Classes did not support Inline Functions, and therefore was not initially advantageous of the languages representation. Stroustrup, in his book, The C++ Programming Language, describes an inline specifier on a function as a hint to the compiler that it should try to create code for a call.5 He introduced inline functions to avoid programmers crossing a protection barrier that otherwise would result in not allowing the classes to be used hide representation.12Another concept, which Stroustrup thought about deeply, was the linkage model. Stroustrup starts explaining this by stating that to a certain extent, the way compiled programs might link to one another, determines the features the language can provide.12 At the time of implementing C with Classes and C++, he had taken certain decisions regarding this issue. Firstly, that separate compilation should be possible with handed-down C/FORTRAN UNIX/DOS style linkers.12 Secondly, type safety should be checked on linkages.12 Thirdly, it is not necessary for a linkage to need some correct of database, but a database could be beneficial in order to straighten the intended implementation.12 Lastly, linkage to program fragments written in other languages such as C, assembler and FORTRAN should be easy and efficient.12Bjarne Stroustrup also added stable types to his language implementation.12 By his experience with Simula and ALGOL 68, he considered this to be essential in supporting static types.12 The only difficulty for him was how to implement it.12 In order not to break C code, Stroustrup decided that he would allow the call of an undeclared function and not test type safety on such undeclared functions.12 However, this was a gaping hole in the type system and a great effort was made to lessen the problems relating to this issue.12 C with Classes had lost the capability to detect run-time errors cau sed by simple type errors.12 Due to the fact that most programmers that worked with C were reliable on type checks available, finding simple errors was tedious when programming in C with Classes.12 Thus, a great demand arose to strengthen C with Classs type system.12 Eventually, in C++ the issue had been solved by making a call of an undeclared function illegal.12Derived classes were also another concept which Stroustrup implemented.14 However, the C with Classes language did not support Simulas concept of virtual function until later with the introduction of C++.14 Similar to Simulas prefix class notion and Smalltalks subclass concept, C++ also supported derived classes.14 However, Stroustrup gave the names derived class and base class, mainly due to the fact that he, along with others, had difficulty in recalling what was sub and what was super.14 Furthermore, a number of people believed it to be counterintuitive as a subclass usually has more inform than its superclass.14 Althoug h there was no support of virtual functions within C with Classes, derived classes were beneficial for creating new data structures based on older ones and linking operations with the resulting types.14 However, programmers could have simply used an object of a derived class and consider its base class as implementation details.14Towards the middle of his paper, Stroustrup mentions the reasons why he chose the programming language C to extend on, rather than Pascal.13 Although he points out that C is not the cleanest language ever designed nor the easiest to use, he selected C due to its flexibility, efficiency, availability and portability.13C++Between 1982 and 1984, Stroustrup developed the popular programming language C++. Initially known as C84, it was later changed to C++ because C84 was described by Stroustrup as ugly and institutional.Compared to C with Classes, C++ includes major upgrades and new features. Listed by Stroustrup, these major additions includeVirtual functions1 5Function name and operator overloading15References15Constants (const)15User-controlled free-store memory control15Improved type checking15The ability to overload an operator was in demand by many.16 Stroustrup too liked the concept, and to him, Operator overloading looked neat.16 Although, through his experience of ALGOL 68, he had an idea on how overloading could be made to work, at first he was reluctant, to add it to C++.16 The reason for this was that Overloading was known to be hard to implement and therefore resulted in compilers increasing in size.16 It was also known to be inherently wasteful and made code incomprehensible.16 However, if this reputation proved to be incorrect, Bjarne Stroustrup, at that time, admitted that overloading would solve a lot of C++ user problems.16 He was convinced that overloading would not result in inherent inefficiency.16 Furthermore, he mentions that overloading makes code obscure and it would make their code appear cleaner.16 He also obser ved the way Overloading would work with classes, and he prepared manual papers to show that the added complexity would not pose any problems.16 Due to all these reasons, in addition to two hours of work in implementing overloading in C front for demonstrations, Stroustrup had convinced himself to include overloading to C ++.16Among other features, the concept of referencing was added to C++.16 References were initially added to support overloading.16 C passed arguments by value.16 If passing an object by value would result in inefficiency, the programmer is able to pass a pointer.16 However, overloading operators did not permit this strategy.16 Therefore, due to the fact that C ++ supports both pointers and references, it does not need means for distinguishing operations on the reference itself from operations on the object referred to.16From the initial version of C ++ to the C++ currently available today, a lot of updates and versions were released.17 Version 2.0 was a great impro vement.17 Amongst other features, it mainly introduced abstract classes and multiple inheritance.17 Multiple inheritance allows users to have more than one direct base class.17 However, Stroustrup did admit that adding multiple inheritance in version 2.0 was a mistake, as he felt that this concept was less important than adding parametrized types.17 Parametrized types were later added in version 3.0.17The Java Programming LanguageThe Java Programming Language was developed by a team Sun Microsystems engineers, led by throng Gosling3. The project started in 1991 and was released in 1995.3PrehistoryBack in the late 1970s, Bill Joy, the man who many still believe was the first to come up with the idea of a programming language that later became Java, wanted to create a language that would consist of the best features of MESA and C.3 Having attempted to re-write UNIX in 1980, he realised that C++ was inadequate to accomplish this task.3 He wanted a much more powerful tool that is able t o write short and effective programs. 3This longing started to become a reality in 1991, when Sun Microsystems began to develop a language induced by Joys idea.3 The Suns project was initially known as the Stealth Project named by Scott McNealy.3 It was during January of that year, when James Gosling, Mike Sheradin, Patrick Naughton and Bill Joy, along with others, organized a meeting in Aspen Colorado, to discuss their ideas for this project.3 The main aim of the Stealth Project was to conduct research in the area of computers use in the consumer electronics market.3 The major objective was to create a smart consumer electronic device that would accept instructions from a handheld-romote-control-like device.3 In Goslings words, he states that the goal was to build a system that would let us do a large, distributed, mixed network of consumer electronic devices all talking to each-other.3The Stealth Project later came to be known as the Green Project.3 The work that was done by the team was divided as follows Mike Sheradin worked on business development, Patrick Naughton focused mainly on the graphics system, whilst James Gosling took the task of finding the proper language to use for the project. 3Before joining Sun in 1984, James Gosling created the commercially unsuccessful NeWs windowing system as well as GOSMACS.3 As described by the site, GOSMACS was a C language implementation of GNU EMACS.3Oak Programming LanguageThe language James Gosling initially had chosen to use for Green Project was C++.3 However, after some time working on it, he found it inadequate for the required task.3 Therefore, he began adding extensions and changes to C++, which were described as the first create blocks in developing an independent language that would fit ideally to achieve the projects objectives.3 Gosling named the language Oak, while he was staring at an oak tree though his office window.3 However, some time after, the name was abolished mainly due to the fact that t he name had already been in use for another programming language.3 In fact Gosling stated that the Java development team discovered that Oak was the name of a programming language that predated Suns language, so another name had to be chosen.3It was later called Java. Gosling recounted that its surprisingly difficult to find a good n

Psychologically Manipulative Advertising Strategies

Psychologi birdsongy Manipulative Advertising StrategiesIntroductionThis interrogation is based on the mental in the flesh(predicate) encumbrances of advertizement on the consumer. The controversial advertize exertions be intended to provoke discussion of global issues, not to maintain a guidance clothes. Today, any overlap is do of both things a comp unriv individuallyednt of material and a ploughsh ar of construe. And the come out of the reaping that is make of scene is getting bigger (Luciano Benetton)( Financial Times, 2001). at that placefore advertize is getting to a greater extent tricky and complicated. The portraying has great greatness to the content of the advert because it has the possibility to express feelings. Owing to this, it is very crucial to be sure as shooting that the picture expresses feelings that agree with the strategy of the transmitter. If not, there is a risk of exposure that the picture sends out a pass on that was not in tended (Sidenbladh,E 2000). This not only when kills the place of the advertise manpowert just fails to impact the consumers mind, not to mention the botch of valuable advertize time and the costs attached to it. Advertising intends to solve pile to conjecture a specific way and to apply pressure for consumers to grease ones palms a product. on that point is a take of understanding of this fact on the part of the consumer, but this does not mean that the people atomic number 18 able to in full control their own reactions. To persuade the receiver is the most important task of the picture. The receiver is meant to conceptualise along the line of fancys that the sender intended to perform. It is therefore relyd that peoples self-understanding, behaviour and lifestyle would be affected. The picture is intended to remind people about their own and personal lifestyle and experiences. The fact is that we look at a picture in accordance with our own experiences. The c onsciousness only grasps a small part of all the sight beliefs we actually receive. This is where peoples different associations and experiences enter the picture (Hansson et al., 1992). umteen of these messages atomic number 18 certainly involuntary, usually coming from the attitudes that are widespread in a nightspot at a put onn time. These messages are intended to entice the overtakeer and to guide thier thinking on certain channel with the aim of selling the product and making the consumer believe that are getting the complete bundle that comprises of the product along with the reach attached to it. This whitethorn be achieved by giving an impression of what that product whitethorn account for in their lives by exaggerating and impressing an run into of a certain level of mad importance that they link to the product.There are numerous different communication models that outsetate from the classical Stimuli-Organization-Response Model (Aaker et al., 1992 Fiske, 199 4). As an example we allow chosen Edfeldt (1992) because it stresses the exercise of disturbance of the senders message. The sender should create an advertisement and develop it in the best possible way, in set up to sell the product intended. Already at this stage it efficacy happen that the message changes owing to the saucer-eyed reason that it is not always so easy to throw away your thoughts into speech communication and pictures. The senders own thoughts pass water vital importance to how the advertisement will look and done which sender and channel it will be publicized. When the advertisement reaches the sender it will be changed and overly be affected by this persons personal thought after on it will in like manner be adjusted and might again be changed in or so ways, in dedicate to fit the media channel, which is intended. After that the receiver, and hopefully likewise the consignee, will get the message and in this footprint it is their thoughts that dec ide how the advertisement shall be interpreted. Consequently, at every step there are disturbances, which move in the process sometimes troublesome.(Andersson, S. 2004)Advertising agencies soak up use of their knowledge of mental science to come up with campaigns that will call forth to the consumers desires and needs.In an individual society its easier to victimise the volume with much(prenominal) pleasant of an advertisement campaign as compared to multi heathenishal societies. Products like fairness creams are importantly advertised in the sub continent and the advertisements give an impression that people who are dark are little likely to succeed in life as compared to the ones with a lighter skin tone. virtuoso of the fair and lovely ads shows how a girl trampnot get her trance job only because she is dark and after apply this product she get it even without an interview. (Fair and lovely, 27 Feb. 2009) Viewing much(prenominal) an ad will impact the people who def end a darker skin and in some cases put them in a mazy about their appearance. This in turn will make the consumer believe that in order to live a better life they require the product.Contrary to that in countries with a predominant Caucasian population tanning lotions are publicised. These products are again publicised sticking with the same concept. The Coppertone Sun Lotion Commercial from 1989 shows a girl walking on the beach alone and lonely(prenominal) and at the sight of the tanning lotion she starts to fantasize of existence really sexy and a male attention magnet. (Coppertone Sun Lotion Commercial 1989, 24 Feb. 2009). This smorgasbord of an advertising barbel impresses that the product being advertised is not just a luxury cosmetic any much than for the consumer but a endurance necessity.Such advertisement campaigns are not soak upn to be offensive in that situation region and in fact are spot on as these concepts originate from the complexes that originally exist in that particular society. This whitethorn too be conveyed as one of the approaches to this kind of advertising. When the advertisers are dealing with a society like the one in UK that has a mixture of all expressions of cultures using such an advertisement strategy becomes all the much complex and difficult. nearly of the ideas might create interest in one particular host of people, while differents whitethorn be unaffected or worse offended by it. In order to design such a advertising strategy the advertisers may have to have a fairly good knowledge of the way the people think in that particular community which is being targeted.This excogitate will study effectiveness of such advertising campaigns as The message of the advertisements is basically to sell products and to be able to catch the receivers attention. Therefore it is important that the sender not only makes sure that the product in the advertisement is successful and is selling, but similarly is aware of a nd careful about the pictures many effects. The values that are spread and how they in turn affect the consumer are important for the future of the product ((Hgg et al., 1972)Literature reviewImpact of media and in particular visuals on a consumers mind soilHistorically, television was assumed to be an excellent vehicle for presenting a message to a relatively captive mass earreach (Secunda, 1988). Lead by a large body of research, advertisers a great deal spend noteworthy sums attempting to cover that certain segments see specific ads enough to prompt some response and spawn the biggest cheat for the buck (Vakratsas and Ambler, 1999). There has been a lot of research make on the way consumers react and interpret advertisement. This research focuses on the auditory modality as a whole and consumers as a general food market. However there has been no research carried out that divides the consumers in regards to their ethnicality and subcultures and study how each of them reac t to the same kind of an advertisement.A targeted advertisement is more(prenominal) valuable with the targeted segment because ad fictitious characteristics such as actors, symbols, and themes are customized specifically to the characteristics of the targeted consumer segment. Previous research shows that consumers who are members of the group being targeted by an ad are more likely to take a confident(p) interpretive attitude regarding the ad than are members of non-targeted groups (Grier and Brumbaugh, 1999). That is, targeted consumers are likely to create meanings that transmit through the advertisement corroboratoryly to themselves.It is a special K awareness among the managers of multinational companies that advertising plays a vital graphic symbol in a make rat. Developing and upholding a sturdy shop in the fullest experience requires much more strategic thinking as gull tools suggest the conceiving of a call of value for customers and then ensuring that the promi se is unploughed. Building a decent brand requires determining the substantial characteristics of the contributions that carry the brand name and the payback the customers get from those benefits and the psychological or emotional benefits of the products. This may be described as what value means to a typical loyal customer and what, ultimately, is the crucial nature and character of the brand over time.A good brand image will result in an increase in the brand beauteousness. Strong brand justice allows the companies to retain customers better, service their needs more effectively, and increase profits. (Rajagopal, 2006)Consumers often animate brands by donating them with character traits, and marketers often create or superiorlight these perceptions by their brand positioning. Brand genius traits provide symbolic meaning or emotional value that can chip in to consumers image of the brand.Human personality traits are determined by multi-dimensional factors like the individual s behaviour, appearance, attitude and beliefs, and demographic characteristics. establish on the trait theory, (Batra et al. 1993) observed that there are five steady personality dimensions, also called the Big louvre human personality dimensions. The Big Five human personality dimensions are Extroversion/introversion, Agreeableness, Consciousness, Emotional st cleverness, and Culture. Based on these human personality dimensions, Aaker (1997) identifies the naked as a jaybird Big Five dimensions tintd to brands. These are Sincerity, Excitement, Competence, Sophistication, and Ruggedness. This ensample suggests that these brand personality dimensions might operate in different ways or influence consumer preference for different reasons. Sincerity, excitement, and competence represent an innate part of human personality whereas sophistication and ruggedness tap dimensions of individual desire. Hence, the following proposition has been considered as the customers identify brands th at have similarity to their own personalities and represent affaire in impairment of the psychographic and emotional attributes.( Rajagopal, 2006) This builds the grounds for the psychologically manipulative advertising strategies. Advertisers study cautiously these attributes and try to link it to the consumer. Then base the advertisements to target these personality traits in people.The following discussions in the paper analyze the influence of advertising practices on the get behaviour of consumers. The discussions in the paper are built almost cognitive parityship between the consumer behaviour and communication. There do exist well thought out advertisement strategies that are carefully planned and call upon the values of a closely defined auditory sense or a subculture. Over a period of time, some campaigns can transform the public perceptions, in turn increasing public awareness and changing general perceptions of issues previously overlooked (Rotfield, 2002). nearly su bjects that are commonly apply as the bases of such sort of an advertising strategy are talked about in the following chapters. These form the basis of psychological manipulative advertising strategies and have an underlined meaning and an impact on the way the consumer not just sees the product but also triggers some emotions that they start to relate to it.SexualityThe upcoming and the new focus of advertiser in th fashion advertisement is the queer community. With approximately 22-30 million members (Dossi, 2006), or approximately 6-7 pct of American adults (Seckler, 2006), and a combined collective buying former of $641 billion in 2006, the USA man and lesbian market is commonly considered the Dream grocery store (Packaged Facts, 2004). The average household income for intrepid/lesbian households is between $60,000 and $79,999, operatively higher than that of their straight person counterparts (GL Census, 2005). These figures portray the homosexual community as a substan tial market. There for an attractive target for the advertisers and a potential consumer base for the brands.A recent study bringressing this issue investigates heterosexual and homosexual responses to ads containing heterosexual, implicit in(predicate) homosexual and explicit homosexual imagery (Oakenfull and Greenlee, 2005, p. 429). The authors of the study find that the conventional straight hearing is alienated by explicit gay and lesbian imagery, but not by implicit gay and lesbian imagery. They also find that the homosexual audience responds equally well to both implicit and explicit gay and lesbian imagery, and therefore suggested using implicit homosexual imagery to reach this audience and at the same instance avoid alienating or worse offending the larger heterosexual population that makes up a far greater percentage of the market. However, In this study the use of implicit versus explicit gay and lesbian imagery in this study did not represent a deviation in the degree of intimacy, and may have caused a level of inaccuracy in interpretation of the results. The ad that correspond the implicit imagery used was an actual beer ad containing the symbolism of a pink triangle, a rainbow flag and the slogan, Another one coming out, this add does have a implicit under lying message to it but does not really have a level of intimacy attached to it that was meant to be studied, whereas the supposedly explicit imagery showed a kiss on the cheek or the forehead with either a lesbian or a gay male couple, both images were taken from clothing ads. Neither ad primarily contained explicit sexual contact, and could have portrayed to be a non-sexual relationship.( Dotson M.J, et al. 2009)Based on the findings of Dotson M.J it is suggested that If narrow targeting is possible, it is preferable to the use of crossover ads. If ones primary audience consists of straight males, one might not wish to use ads with any homosexual themes. There is peradventure wider freed om with a straight female audience who may be more tolerant of ambiguous homosexual imagery. If ones primary audience is gay and lesbian, evident depictions of primarily gay males and lesbians, especially androgynous depictions, are recommended. If management wishes to use crossover appeals in a publication that appeals to both gays and straights, ambiguous subtle approaches would appear to be most appropriate (Dotson M.J, et al. 2009). sexGender is one of another tools that can be used for this kind of an advertising approach and plays an important parting in how ads are perceive. Both the gender of the audience as well as the gender of the models presented in the ads (Oakenfull and Greenlee, 2005) is of equal value. The relations between genders may have important implications for marketers. Advertisers often place the same advertisement in multiple media outlets, and rely on it authorise a specialized message to each audience (Penaloza, 1996). This could be a problem or a gam ble both at the same time. It may be a problem as all the media might not be aiming to the same kind of a consumer in terms of background and mental and emotional levels, therefore the message may be interpreted differently by the variance in the market that is being targeted. It may be a gamble as the advertisers are move to reach out to a wider demographic with the same advertisement this could be a hit or miss situation depending on the instance advertisement and the consumer it is targeting.Advertisers usually use gender stereotypes and gender-linked traits (a collection of psychological characteristics and behaviours characterizing men and women) and gender roles activities differentially appropriate for men or women in advertisements (An.D and kim S. 2007). Usually gender role depictions of women as unfree and emotional have been criticized for perpetuating stereotypes and having adverse effects on a wide range of behaviours (Bretl and Cantor, 1988). Specifically, Jones (19 91) summarized instances of subtle stereotyping in advertisements functional ranking the ability to depict men in executive roles and as more functional when collaborating with women relative size the inclination to depict men as taller and larger than women, unpack in the case when women are clearly superior in social shape reutilization of subordination an surplus of images of women lying on floors and beds or as objects of mens treat assaults the feminine touch the tendency to show women cradling and caressing the climb up of objects with their fingers and Family fathers depicted as physically distant from their families or as relating primarily to sons, and mothers depicted as relating primarily to daughters. (An.D and kim S. 2007)In the past content analysis has been used as a major research method to investigate gender roles portrayed in advertising (Cooper-Chen, 1995). Since, there has been such high levels of research in this particular area, its is not fair to provide a complete review in a few paragraphs (for articles based on the review , see Courtney and Whipple, 1983 Furnham and Mak, 1999. In the first study of this particular subject, Courtney and Lockeretz (1971) reported that US magazine advertisements depicted fair sex for having a place only in the household, and also did not consider them of a great value to make important decisions, and thus highly dependent on the opposite sex for that matter. In the next few decades, kinda a few studies based on the subject (McArthur and Resko, 1975 Belkaoui and Belkaoui, 1976 Whipple and Courtney, 1985 Gilly, 1988 Bretl and Cantor, 1988 Mazzella et al., 1992 Kramer and Knupfer, 1997 Furnham and Mak, 1999 Furnham et al., 2000) also portrayed and examined this depiction of woman in US magazine and television advertising. This research implied the status of woman and their role to be more of a passive nature, secondary to men, and thus dependent on men, and not capable of making important decisions, l ine drawing their lack of brainpower and authority, younger, appealing, self-enhancing, and ornamental. Such stereotyping in the portrayal of women has continued into the mid-1990s although percentage of women shown as professionals and managers has made modest gains since the late 1950s (Cheng, 1997). The role of women was also brought prior as for being an attention grabber in advertisements, women were quiet often shown as objects of sex (Soley and Kurzbard, 1986 Ferguson et al., 1990 Klassen et al., 1993). patch most researchers were mainly focusing and paying attention to the role of women, another research has observed the portrayal of men and women appearing in advertisements together (Wiles and Tjernlund, 1991 Klassen et al., 1993 Zotos and Lysonski, 1994) or male positioning solely (Wolheter and Lammers, 1980 Skelly and Lundstrom, 1981 Kolbe and Albanese, 1996). These studies generally implied that men are depicted in categorically dissimilar ways as authoritative, sovere ign, professional, self-directed, outdoor, middle-aged, argumentative, practical, and pleasurable. Comparative studies showed that the difference in the portrayal of the two sexes was in the presentation (i.e. men were kept in the forground as the main focus as the women provided to be a back ground) of the type of products advertised (e.g. men were used for technical products or women for the employment of household products). Other researchers (Soley and Kurzbard, 1986 Bretl and Cantor, 1988 Ferguson et al., 1990 Klassen et al., 1993) observed that the advertisers had made some development in the ways both the genders are advertised, mainly in the depiction of women in a less domesticated way (e.g. regular authoritys of women in more professional and corporate ways) perhaps due to the increasing feminine movements along with raising of feminist consciousness (Ford and LaTour, 1993).In this observation the cases studied the impact that the consumer psychological science had on t he way advertisers approach their advertising campaigns. This also suggested that the advertisers dont just use advertising to make people believe in things but at times use underlying norms reign in the society to structure the advertising campaigns in order to relate to the audiences and reach out to them. Hence leaving an impact on the way they view things.CelebrityAnother key aspect that advertisers especially in the fashion arena use to impact and attract the consumers attention is celebrities. From the work of Langmeyer and Shank (1994), we can define this assemble not only comprise nonsubjective beauty, but also non-physical beauty, such as sportsmanship, charm, grace, intelligence and credibility. A good-looking celebrity is more likely to be a more powerful insane asylum of a brands image due to the advantage of their celebrity standing and their physical attractiveness (Kamins, 1990). In research that has investigated physical attractiveness showed that physically attra ctive celebrities have a unequivocal effect on the products and brands with which they are linked to. As an example, after well reviewing the literature, Joseph (1982) states that physically attractive celebrities have a positive effect on the way the product is perceived and looked upon. In another study Kahle and Homer (1985) achieve that the celebritys attractiveness can improve the way the brand is remembered, what the brand promises and the attractiveness of a brand. In an even more current study, Till and Busler (1998) bring to a close that the use of an attractive representative for the brand has positive effects, on the attitude of the consumers targeted, towards the brand. One of the findings from these observations is that the attractive sources tend to attract more attention than other less attractive sources. Therefore they are able to communicate the meaning with more effectiveness. Building on from these findings, we can say that the more attractive the celebrity, t he more the image of the endorsed product will benefit.An example of an advertising campaign where the attractiveness-image of a celebrity has been linked with the image of the brand and used as a psychologically impacting tool for the consumer is the Star Ambassador campaign by a famed watchmaker Omega. This ad champagne features supermodel Cindy Crawford and Formula One racing driver Michael Schumacher. Crawfords who is renowned for her beauty, and Schumachers for his outstanding driving abilities makes them extremely eye-catching and very discernible in their professions and beyond. These attributes make these celebrities ideal ambassadors for Omegas products (see Omega, 2004). Considering this it is safe to say that celebrity attractiveness has a positive relationship with brand image (seno.d, et al 2007).In a study carried out by Klaus et al. It suggested that, women in particular responded more positively and had a more approbatory attitude towards, celebrities in the adver tisements.(Klaus N et al, 2008). This research also showed that male and female consumers responded more favourably to adverts with female celebrities, with male participants providing a more favourable response than female participants, but finds only limited interaction effects, in terms of differences between male and female participants attitudes, evaluations, and responses, to adverts with male and female celebrities.(Klaus N et al, 2008) This research observed the impact of this manipulation approach in advertising on male and female consumers.Goldsmith et al. (2000) define celebrity standing in the consideration of advertising as the extent to which a celebrity is perceived as possessing expertise relevant to the communication topic and can be trusted to give an objective judging on the subject. This shows that the careful woof of a celebrity to represent a product is crucial, as the celebrity has to have some level of relation to the way the product is preceded by the co nsumer. It could be in terms of the trust that the consumers hold with the celebrity or the authenticity and the sincerity of the opinion of that particular celebrity on the subject of that product.Expertise and trustiness are the most important aspects of celebrity credibility. When consumers evaluate these aspects of a particular celebrity, they echo on the soundness of the pronouncements made by that celebrity. There is a level of trust between the celebrity and the consumer. The trust being that the consumer believes in the credibility of what the celebrity is endorsing (e.g.Hovland et al., 1953). The more the consumer is in favour of these celebrity credibility constituents, the celebrity subscriber in turn is seen to be a more convincing source for the representation of that reading about the product and also as an authentic representation for that brand (e.g. Ohanian, 1990). After a careful study of the literature on this area, Goldsmith et al. (2000) solve by saying that the assumed credibility of a particular celebrity has a positive impact, in respect to convincing consumers and influencing consumer attitudes, towards the products with which the celebrity is associated. One such example of a celebrity whose credibility coincides with that of a brands image is John Travolta (actor). He endorses the Australian skyways (Qantas). John Travolta as an individual has a passion for airplanes and aviation. He has a commercial pilot license and also owns a Boeing 707. Considering all this, John Travolta is therefore considered to be a convincing aviation expert. Therefore, the Australian airline (Qantas) values John Travolta as a celebrity reader for their brand (Gotting, 2002). From what has been discussed above, it could be said that celebrity credibility has a positive relation to the image of the brand. As brand image has a positive relation to brand equity, It can be said that celebrity credibility has an indirect but yet a positive effect on brand equity (seno.d, et al 2007). This research emphasises and proves the importance of such kind of an advertising approach and its positive appeal to not only the brand image but also the brand equity.Importance of consumer behaviourConsumer behaviour can be defined as the study of the process involved when individuals or groups, select, purchase, use or be given of products, services, ideas or experiences to satisfy needs and desires (Solomon et al., 2002). From a marketing perspective, an understanding of consumer behaviour can aid marketers to come up with marketing strategies that successfully aim the group being targeted while fulfilling their business objectives. In order to come to a decision the consumer processes the data conveyed to them which in turn triggers a response including feelings and emotions. These messages, usually in form of images, either present and attractive personality for the product or indirectly suggest to the consumer that they can acquire a certain style by using a particular brand (Duncan, 2002). As an affect of the advertisements consumers relate products and brands to lifestyles or quality. The emotional experience is becoming a crucial part of advertising in todays world marketing communicators require a good understanding of these responses and implications in order to be able to foresee the effectiveness of brand messages (Ducan,2002). heathen diversity in the UKAt present marketers supporting ethnic communities are building brand awareness by using central symbolisms to reach ethnic consumers (Holland and Gentery, 1999). The marketers tend to use the stereotypical image of the ethnic minorities as a base for their advertisements. The unavoidable stereotypical portrayal of ethnic minorities in inter heathenish communications results in a wide range of emotional responses and attributes regarding the motifs of marketers (Holland and Ball, 1995). At the same time the negative responses feared as a result of stereotyping regardless of the intention, may be one of the reasons as to why marketers are slow to catch on the ethnic marketing practices (Burton, 2002), also the uncertainty of marketers in how to approach ethnic consumers (Gooding, 1998). From the literature already discussed shows that the advertisers have put quiet a lot of effort in studying the consumer psychology as a whole and in the past have proved to be helpful to the marketers, however very little effort has been put in the past to study the diversity of the market in terms of ethnicity.One such study lead by Holland and Gentry (199967) suggested that no matter of the degree of absorption of an ethnic individual, they still tend to maintain expressive symbols of ethnicity and cultural traditions, whilst..adapting or renegotiating them to fit into present day society. The study of these attributes can open a new window of opportunity for the advertisers to reach out to such individuals at a more personal level. In this context th e expression to be used goes beyond the symbolic expression, whereas ethnic individuals hand pick parts of their cultural past with the intention of adopting them to the present day society or in other words come up with a hybrid between the two cultures that they coexist in at the same time at more of a psychological level.The strength of ethnic identification is shown to have a significant effect on audience evaluation of advertisements (Greg, 1997), and in turn is more likely to influence the way the information in the advertisements is perceived and subsequently the implications it may have on marketing related decisions (Green, 1999). Donthu and Cherian (1992) discovered that the measure of ethnic identification may be of great significance to the consumer purchase behaviour. Whittler (1991) suggested that individuals with a high ethnic identification had affectionate cultural attitudes attached to them, therefore are more likely to be affected by the race or origin of the mod el. Green (1999) discovered in his study that African Americans were more probable to have a positive assessment of an advertisement featuring models from the same race.Advertisers in their attempts to market a product look for the target markets approval for that particular advertisement though when targeting ethnic minorities they should emphasise more on the use of cultural symbols that are closer to that of the target audiences (Holland and Gentry, 1999). Koslow et al. (1994) observed that using Spanish language in advertisements was linked to positive consumer perceptions towards the advertisers sensitivity towards the Hispanic culture. Therefore it could be said that strong ethnic identifiers are likely to trigger a stronger emotional response to the advertisements that depict some sort of cultural attributes (Holland and Gentry, 1999, Green, 1999). Greens (1999) research findings suggested that the individuals feelings towards advertisements depend on the degree of identifica tion with their ethnic group. The proposition of this study would be to the advertisers that there should be a great deal of emphasis on the media strategy which would incriminate that the main focus should be on their target audience rather than on the notional strategy i.e. the use of black/white models. Green (1999) suggested that advertising in the local publications was more effective in regards to national publications when advertising to an ethnic minority. It was also observed that the Asian markets responded better to the ethnic based advertisements irrespective of the type of media (Kinra, 1997).On the other hand the representation of ethnic actors has increased greatly in the media that there is now an over representation of the ethnic minorities in the media as compared to their proportion in the society (Taylor and Stern, 1997). ThiPsychologically Manipulative Advertising StrategiesPsychologically Manipulative Advertising StrategiesIntroductionThis research is based o n the psychological effects of advertising on the consumer. The controversial advertising campaigns are intended to provoke discussion of global issues, not to sell clothes. Today, any product is made of two things a percentage of material and a percentage of image. And the part of the product that is made of image is getting bigger (Luciano Benetton)( Financial Times, 2001). Therefore advertising is getting more tricky and complicated. The picture has great importance to the content of the advertisement because it has the possibility to express feelings. Owing to this, it is very important to be sure that the picture expresses feelings that agree with the strategy of the sender. If not, there is a risk that the picture sends out a message that was not intended (Sidenbladh,E 2000). This not only kills the purpose of the advertisement but fails to impact the consumers mind, not to mention the waste of valuable advertising time and the costs attached to it. Advertising intends to inf luence people to think a particular way and to apply pressure for consumers to purchase a product. There is a level of understanding of this fact on the part of the consumer, but this does not mean that the people are able to fully control their own reactions. To persuade the receiver is the most important task of the picture. The receiver is meant to think along the line of thoughts that the sender intended to create. It is therefore believed that peoples self-understanding, behaviour and lifestyle would be affected. The picture is intended to remind people about their own and personal lifestyle and experiences. The fact is that we look at a picture in accordance with our own experiences. The consciousness only grasps a small part of all the sight impressions we actually receive. This is where peoples different associations and experiences enter the picture (Hansson et al., 1992). Many of these messages are certainly involuntary, usually coming from the attitudes that are widesprea d in a society at a given time. These messages are intended to attract the viewer and to guide thier thinking on certain channel with the aim of selling the product and making the consumer believe that are getting the complete package that comprises of the product along with the image attached to it. This may be achieved by giving an impression of what that product may account for in their lives by exaggerating and impressing an image of a certain level of emotional importance that they link to the product.There are many different communication models that originate from the classical Stimuli-Organization-Response Model (Aaker et al., 1992 Fiske, 1994). As an example we have chosen Edfeldt (1992) because it stresses the influence of disturbance of the senders message. The sender should create an advertisement and formulate it in the best possible way, in order to sell the product intended. Already at this stage it might happen that the message changes owing to the simple reason that it is not always so easy to put your thoughts into words and pictures. The senders own thoughts have vital importance to how the advertisement will look and through which sender and channel it will be publicized. When the advertisement reaches the sender it will be changed and also be affected by this persons personal thought later on it will also be adjusted and might again be changed in some ways, in order to fit the media channel, which is intended. After that the receiver, and hopefully also the consignee, will get the message and in this step it is their thoughts that decide how the advertisement shall be interpreted. Consequently, at every step there are disturbances, which make the process sometimes troublesome.(Andersson, S. 2004)Advertising agencies make use of their knowledge of psychology to come up with campaigns that will appeal to the consumers desires and needs.In an individual society its easier to victimise the masses with such kind of an advertisement campaign as compared to multicultural societies. Products like fairness creams are significantly advertised in the sub continent and the advertisements give an impression that people who are dark are less likely to succeed in life as compared to the ones with a lighter skin tone. One of the fair and lovely ads shows how a girl cannot get her dream job only because she is dark and after using this product she get it even without an interview. (Fair and lovely, 27 Feb. 2009) Viewing such an ad will impact the people who have a darker skin and in some cases put them in a complex about their appearance. This in turn will make the consumer believe that in order to live a better life they require the product.Contrary to that in countries with a predominant Caucasian population tanning lotions are publicised. These products are again publicised sticking with the same concept. The Coppertone Sun Lotion Commercial from 1989 shows a girl walking on the beach alone and lonely and at the sight of the tanni ng lotion she starts to fantasize of being really sexy and a male attention magnet. (Coppertone Sun Lotion Commercial 1989, 24 Feb. 2009). This kind of an advertising approach impresses that the product being advertised is not just a luxury cosmetic anymore for the consumer but a survival necessity.Such advertisement campaigns are not taken to be offensive in that particular region and in fact are spot on as these concepts originate from the complexes that originally exist in that particular society. This may also be considered as one of the approaches to this kind of advertising. When the advertisers are dealing with a society like the one in UK that has a mixture of all sorts of cultures using such an advertisement strategy becomes all the more complex and difficult. Some of the ideas might create interest in one particular group of people, while others may be unaffected or worse offended by it. In order to design such a advertising strategy the advertisers may have to have a fair ly good knowledge of the way the people think in that particular community which is being targeted.This study will investigate effectiveness of such advertising campaigns as The message of the advertisements is basically to sell products and to be able to catch the receivers attention. Therefore it is important that the sender not only makes sure that the product in the advertisement is successful and is selling, but also is aware of and careful about the pictures many effects. The values that are spread and how they in turn affect the consumer are important for the future of the product ((Hgg et al., 1972)Literature reviewImpact of media and in particular visuals on a consumers mindBackgroundHistorically, television was assumed to be an excellent vehicle for presenting a message to a relatively captive mass audience (Secunda, 1988). Lead by a large body of research, advertisers often spend noteworthy sums attempting to ensure that certain segments see specific ads enough to prompt some response and spawn the biggest bang for the buck (Vakratsas and Ambler, 1999). There has been a lot of research done on the way consumers react and interpret advertisement. This research focuses on the audience as a whole and consumers as a general market. However there has been no research carried out that divides the consumers in regards to their ethnicity and subcultures and study how each of them react to the same kind of an advertisement.A targeted advertisement is more valuable with the targeted segment because ad characteristics such as actors, symbols, and themes are customized specifically to the characteristics of the targeted consumer segment. Previous research shows that consumers who are members of the group being targeted by an ad are more likely to take a positive interpretive attitude regarding the ad than are members of non-targeted groups (Grier and Brumbaugh, 1999). That is, targeted consumers are likely to create meanings that transmit through the advertisem ent positively to themselves.It is a common awareness among the managers of multinational companies that advertising plays a vital role in a building brand. Developing and upholding a sturdy brand in the fullest sense requires much more strategic thinking as brand tools suggest the conceiving of a promise of value for customers and then ensuring that the promise is kept. Building a powerful brand requires determining the substantial characteristics of the contributions that carry the brand name and the payback the customers get from those benefits and the psychological or emotional benefits of the products. This may be described as what value means to a typical loyal customer and what, ultimately, is the crucial nature and character of the brand over time.A good brand image will result in an increase in the brand equity. Strong brand equity allows the companies to retain customers better, service their needs more effectively, and increase profits. (Rajagopal, 2006)Consumers often an imate brands by donating them with personality traits, and marketers often create or highlight these perceptions by their brand positioning. Brand personality traits provide symbolic meaning or emotional value that can chip in to consumers image of the brand.Human personality traits are determined by multi-dimensional factors like the individuals behaviour, appearance, attitude and beliefs, and demographic characteristics. Based on the trait theory, (Batra et al. 1993) observed that there are five steady personality dimensions, also called the Big Five human personality dimensions. The Big Five human personality dimensions are Extroversion/introversion, Agreeableness, Consciousness, Emotional stability, and Culture. Based on these human personality dimensions, Aaker (1997) identifies the new Big Five dimensions related to brands. These are Sincerity, Excitement, Competence, Sophistication, and Ruggedness. This pattern suggests that these brand personality dimensions might operate in different ways or influence consumer preference for different reasons. Sincerity, excitement, and competence represent an innate part of human personality whereas sophistication and ruggedness tap dimensions of individual desire. Hence, the following proposition has been considered as the customers identify brands that have similarity to their own personalities and represent closeness in terms of the psychographic and emotional attributes.( Rajagopal, 2006) This builds the grounds for the psychologically manipulative advertising strategies. Advertisers study carefully these attributes and try to link it to the consumer. Then base the advertisements to target these personality traits in people.The following discussions in the paper analyze the influence of advertising practices on the buying behaviour of consumers. The discussions in the paper are built around cognitive relationship between the consumer behaviour and communication. There do exist well thought out advertisement strat egies that are carefully planned and call upon the values of a closely defined audience or a subculture. Over a period of time, some campaigns can transform the public perceptions, in turn increasing public awareness and changing general perceptions of issues previously overlooked (Rotfield, 2002).Some subjects that are commonly used as the bases of such sort of an advertising strategy are talked about in the following chapters. These form the basis of psychological manipulative advertising strategies and have an underlined meaning and an impact on the way the consumer not just sees the product but also triggers some emotions that they start to relate to it.SexualityThe upcoming and the new focus of advertiser in th fashion advertisement is the homosexual community. With approximately 22-30 million members (Dossi, 2006), or approximately 6-7 percent of American adults (Seckler, 2006), and a combined collective buying power of $641 billion in 2006, the USA gay and lesbian market is c ommonly considered the Dream Market (Packaged Facts, 2004). The average household income for gay/lesbian households is between $60,000 and $79,999, significantly higher than that of their heterosexual counterparts (GL Census, 2005). These figures portray the homosexual community as a substantial market. There for an attractive target for the advertisers and a potential consumer base for the brands.A recent study addressing this issue investigates heterosexual and homosexual responses to ads containing heterosexual, implicit homosexual and explicit homosexual imagery (Oakenfull and Greenlee, 2005, p. 429). The authors of the study find that the conventional straight audience is alienated by explicit gay and lesbian imagery, but not by implicit gay and lesbian imagery. They also find that the homosexual audience responds equally well to both implicit and explicit gay and lesbian imagery, and therefore suggested using implicit homosexual imagery to reach this audience and at the same i nstance avoid alienating or worse offending the larger heterosexual population that makes up a far greater percentage of the market. However, In this study the use of implicit versus explicit gay and lesbian imagery in this study did not represent a deviation in the degree of intimacy, and may have caused a level of inaccuracy in interpretation of the results. The ad that represented the implicit imagery used was an actual beer ad containing the symbolism of a pink triangle, a rainbow flag and the slogan, Another one coming out, this add does have a implicit under lying message to it but does not really have a level of intimacy attached to it that was meant to be studied, whereas the supposedly explicit imagery showed a kiss on the cheek or the forehead with either a lesbian or a gay male couple, both images were taken from clothing ads. Neither ad primarily contained explicit sexual contact, and could have portrayed to be a non-sexual relationship.( Dotson M.J, et al. 2009)Based on the findings of Dotson M.J it is suggested that If narrow targeting is possible, it is preferable to the use of crossover ads. If ones primary audience consists of straight males, one might not wish to use ads with any homosexual themes. There is perhaps wider freedom with a straight female audience who may be more tolerant of ambiguous homosexual imagery. If ones primary audience is gay and lesbian, evident depictions of primarily gay males and lesbians, especially androgynous depictions, are recommended. If management wishes to use crossover appeals in a publication that appeals to both gays and straights, ambiguous subtle approaches would appear to be most appropriate (Dotson M.J, et al. 2009).GenderGender is one of another tools that can be used for this kind of an advertising approach and plays an important role in how ads are perceived. Both the gender of the audience as well as the gender of the models presented in the ads (Oakenfull and Greenlee, 2005) is of equal value. Th e relations between genders may have important implications for marketers. Advertisers often place the same advertisement in multiple media outlets, and rely on it communicate a specialized message to each audience (Penaloza, 1996). This could be a problem or a gamble both at the same time. It may be a problem as all the media might not be aiming to the same kind of a consumer in terms of background and mental and emotional levels, therefore the message may be interpreted differently by the variance in the market that is being targeted. It may be a gamble as the advertisers are trying to reach out to a wider demographic with the same advertisement this could be a hit or miss situation depending on the type advertisement and the consumer it is targeting.Advertisers usually use gender stereotypes and gender-linked traits (a collection of psychological characteristics and behaviours characterizing men and women) and gender roles activities differentially appropriate for men or women in advertisements (An.D and kim S. 2007). Usually gender role depictions of women as dependent and emotional have been criticized for perpetuating stereotypes and having adverse effects on a wide range of behaviours (Bretl and Cantor, 1988). Specifically, Jones (1991) summarized instances of subtle stereotyping in advertisements functional ranking the ability to depict men in executive roles and as more functional when collaborating with women relative size the inclination to depict men as taller and larger than women, except in the case when women are clearly superior in social status reutilization of subordination an surplus of images of women lying on floors and beds or as objects of mens mock assaults the feminine touch the tendency to show women cradling and caressing the surface of objects with their fingers and Family fathers depicted as physically distant from their families or as relating primarily to sons, and mothers depicted as relating primarily to daughters. (An.D and ki m S. 2007)In the past content analysis has been used as a major research method to investigate gender roles portrayed in advertising (Cooper-Chen, 1995). Since, there has been such high levels of research in this particular area, its is not fair to provide a complete review in a few paragraphs (for articles based on the review , see Courtney and Whipple, 1983 Furnham and Mak, 1999. In the first study of this particular subject, Courtney and Lockeretz (1971) reported that US magazine advertisements depicted woman for having a place only in the household, and also did not consider them of a great value to make important decisions, and thus highly dependent on the opposite sex for that matter. In the next few decades, quite a few studies based on the subject (McArthur and Resko, 1975 Belkaoui and Belkaoui, 1976 Whipple and Courtney, 1985 Gilly, 1988 Bretl and Cantor, 1988 Mazzella et al., 1992 Kramer and Knupfer, 1997 Furnham and Mak, 1999 Furnham et al., 2000) also portrayed and exami ned this depiction of woman in US magazine and television advertising. This research implied the status of woman and their role to be more of a passive nature, secondary to men, and thus dependent on men, and not capable of making important decisions, depicting their lack of brainpower and authority, younger, appealing, self-enhancing, and ornamental. Such stereotyping in the portrayal of women has continued into the mid-1990s although percentage of women shown as professionals and managers has made modest gains since the late 1950s (Cheng, 1997). The role of women was also brought forward as for being an attention grabber in advertisements, women were quiet often shown as objects of sex (Soley and Kurzbard, 1986 Ferguson et al., 1990 Klassen et al., 1993). While most researchers were mainly focusing and paying attention to the role of women, another research has observed the portrayal of men and women appearing in advertisements together (Wiles and Tjernlund, 1991 Klassen et al., 1 993 Zotos and Lysonski, 1994) or male positioning solely (Wolheter and Lammers, 1980 Skelly and Lundstrom, 1981 Kolbe and Albanese, 1996). These studies generally implied that men are depicted in categorically dissimilar ways as authoritative, sovereign, professional, self-directed, outdoor, middle-aged, argumentative, practical, and pleasurable. Comparative studies showed that the difference in the portrayal of the two sexes was in the presentation (i.e. men were kept in the forground as the main focus as the women provided to be a back ground) of the type of products advertised (e.g. men were used for technical products or women for the purpose of household products). Other researchers (Soley and Kurzbard, 1986 Bretl and Cantor, 1988 Ferguson et al., 1990 Klassen et al., 1993) observed that the advertisers had made some development in the ways both the genders are advertised, mainly in the depiction of women in a less domesticated way (e.g. regular representations of women in more professional and corporate ways) perhaps due to the increasing feminine movements along with raising of feminist consciousness (Ford and LaTour, 1993).In this observation the cases studied the impact that the consumer psychology had on the way advertisers approach their advertising campaigns. This also suggested that the advertisers dont just use advertising to make people believe in things but at times use underlying norms prevailing in the society to structure the advertising campaigns in order to relate to the audiences and reach out to them. Hence leaving an impact on the way they view things.CelebrityAnother key aspect that advertisers especially in the fashion arena use to impact and attract the consumers attention is celebrities. From the work of Langmeyer and Shank (1994), we can define this assemble not only comprise objective beauty, but also non-physical beauty, such as sportsmanship, charm, grace, intelligence and credibility. A good-looking celebrity is more likely to be a more powerful foundation of a brands image due to the advantage of their celebrity standing and their physical attractiveness (Kamins, 1990). In research that has investigated physical attractiveness showed that physically attractive celebrities have a positive effect on the products and brands with which they are linked to. As an example, after thoroughly reviewing the literature, Joseph (1982) states that physically attractive celebrities have a positive effect on the way the product is perceived and looked upon. In another study Kahle and Homer (1985) discover that the celebritys attractiveness can improve the way the brand is remembered, what the brand promises and the attractiveness of a brand. In an even more current study, Till and Busler (1998) bring to a close that the use of an attractive representative for the brand has positive effects, on the attitude of the consumers targeted, towards the brand. One of the findings from these observations is that the attractive so urces tend to attract more attention than other less attractive sources. Therefore they are able to communicate the meaning with more effectiveness. Building on from these findings, we can say that the more attractive the celebrity, the more the image of the endorsed product will benefit.An example of an advertising campaign where the attractiveness-image of a celebrity has been linked with the image of the brand and used as a psychologically impacting tool for the consumer is the Star Ambassador campaign by a renowned watchmaker Omega. This ad champagne features supermodel Cindy Crawford and Formula One racing driver Michael Schumacher. Crawfords who is renowned for her beauty, and Schumachers for his outstanding driving abilities makes them extremely eye-catching and very noticeable in their professions and beyond. These attributes make these celebrities ideal ambassadors for Omegas products (see Omega, 2004). Considering this it is safe to say that celebrity attractiveness has a positive relationship with brand image (seno.d, et al 2007).In a study carried out by Klaus et al. It suggested that, women in particular responded more positively and had a more favourable attitude towards, celebrities in the advertisements.(Klaus N et al, 2008). This research also showed that male and female consumers responded more favourably to adverts with female celebrities, with male participants providing a more favourable response than female participants, but finds only limited interaction effects, in terms of differences between male and female participants attitudes, evaluations, and responses, to adverts with male and female celebrities.(Klaus N et al, 2008) This research observed the impact of this manipulation approach in advertising on male and female consumers.Goldsmith et al. (2000) define celebrity standing in the context of advertising as the extent to which a celebrity is perceived as possessing expertise relevant to the communication topic and can be trusted to give an objective opinion on the subject. This shows that the careful selection of a celebrity to represent a product is crucial, as the celebrity has to have some level of relation to the way the product is preceded by the consumer. It could be in terms of the trust that the consumers hold with the celebrity or the authenticity and the sincerity of the opinion of that particular celebrity on the subject of that product.Expertise and trustworthiness are the most important aspects of celebrity credibility. When consumers evaluate these aspects of a particular celebrity, they echo on the soundness of the pronouncements made by that celebrity. There is a level of trust between the celebrity and the consumer. The trust being that the consumer believes in the credibility of what the celebrity is endorsing (e.g.Hovland et al., 1953). The more the consumer is in favour of these celebrity credibility constituents, the celebrity endorser in turn is seen to be a more convincing source for th e representation of that information about the product and also as an authentic representation for that brand (e.g. Ohanian, 1990). After a careful study of the literature on this area, Goldsmith et al. (2000) conclude by saying that the assumed credibility of a particular celebrity has a positive impact, in respect to convincing consumers and influencing consumer attitudes, towards the products with which the celebrity is associated. One such example of a celebrity whose credibility coincides with that of a brands image is John Travolta (actor). He endorses the Australian airlines (Qantas). John Travolta as an individual has a passion for airplanes and aviation. He has a commercial pilot license and also owns a Boeing 707. Considering all this, John Travolta is therefore considered to be a convincing aviation expert. Therefore, the Australian airline (Qantas) values John Travolta as a celebrity endorser for their brand (Gotting, 2002). From what has been discussed above, it could b e said that celebrity credibility has a positive relation to the image of the brand. As brand image has a positive relation to brand equity, It can be said that celebrity credibility has an indirect but yet a positive effect on brand equity (seno.d, et al 2007). This research emphasises and proves the importance of such kind of an advertising approach and its positive appeal to not only the brand image but also the brand equity.Importance of consumer behaviourConsumer behaviour can be defined as the study of the process involved when individuals or groups, select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires (Solomon et al., 2002). From a marketing perspective, an understanding of consumer behaviour can help marketers to come up with marketing strategies that successfully aim the group being targeted while fulfilling their business objectives. In order to come to a decision the consumer processes the information conveyed to them w hich in turn triggers a response including feelings and emotions. These messages, usually in form of images, either present and attractive personality for the product or indirectly suggest to the consumer that they can acquire a certain style by using a particular brand (Duncan, 2002). As an affect of the advertisements consumers relate products and brands to lifestyles or quality. The emotional experience is becoming a crucial part of advertising in todays world marketing communicators require a good understanding of these responses and implications in order to be able to foresee the effectiveness of brand messages (Ducan,2002).Cultural diversity in the UKAt present marketers supporting ethnic communities are building brand awareness by using central symbolisms to reach ethnic consumers (Holland and Gentery, 1999). The marketers tend to use the stereotypical image of the ethnic minorities as a base for their advertisements. The inevitable stereotypical portrayal of ethnic minoriti es in intercultural communications results in a wide range of emotional responses and attributes regarding the motifs of marketers (Holland and Ball, 1995). At the same time the negative responses feared as a result of stereotyping regardless of the intention, may be one of the reasons as to why marketers are slow to catch on the ethnic marketing practices (Burton, 2002), also the uncertainty of marketers in how to approach ethnic consumers (Gooding, 1998). From the literature already discussed shows that the advertisers have put quiet a lot of effort in studying the consumer psychology as a whole and in the past have proved to be helpful to the marketers, however very little effort has been put in the past to study the diversity of the market in terms of ethnicity.One such study lead by Holland and Gentry (199967) suggested that irrespective of the degree of acculturation of an ethnic individual, they still tend to maintain expressive symbols of ethnicity and cultural traditions, whilst..adapting or renegotiating them to fit into present day society. The study of these attributes can open a new window of opportunity for the advertisers to reach out to such individuals at a more personal level. In this context the expression to be used goes beyond the symbolic expression, whereas ethnic individuals hand pick parts of their cultural past with the intention of adopting them to the present day society or in other words come up with a hybrid between the two cultures that they coexist in at the same time at more of a psychological level.The strength of ethnic identification is shown to have a significant effect on audience evaluation of advertisements (Greg, 1997), and in turn is more likely to influence the way the information in the advertisements is perceived and subsequently the implications it may have on marketing related decisions (Green, 1999). Donthu and Cherian (1992) discovered that the measure of ethnic identification may be of great significance to th e consumer purchase behaviour. Whittler (1991) suggested that individuals with a high ethnic identification had strong cultural attitudes attached to them, therefore are more likely to be affected by the race or origin of the model. Green (1999) discovered in his study that African Americans were more probable to have a positive assessment of an advertisement featuring models from the same race.Advertisers in their attempts to market a product look for the target markets approval for that particular advertisement though when targeting ethnic minorities they should emphasise more on the use of cultural symbols that are closer to that of the target audiences (Holland and Gentry, 1999). Koslow et al. (1994) observed that using Spanish language in advertisements was linked to positive consumer perceptions towards the advertisers sensitivity towards the Hispanic culture. Therefore it could be said that strong ethnic identifiers are likely to trigger a stronger emotional response to the a dvertisements that depict some sort of cultural attributes (Holland and Gentry, 1999, Green, 1999). Greens (1999) research findings suggested that the individuals feelings towards advertisements depend on the degree of identification with their ethnic group. The proposition of this study would be to the advertisers that there should be a great deal of emphasis on the media strategy which would imply that the main focus should be on their target audience rather than on the creative strategy i.e. the use of black/white models. Green (1999) suggested that advertising in the local publications was more effective in regards to national publications when advertising to an ethnic minority. It was also observed that the Asian markets responded better to the ethnic based advertisements irrespective of the type of media (Kinra, 1997).On the other hand the representation of ethnic actors has increased greatly in the media that there is now an over representation of the ethnic minorities in the media as compared to their proportion in the society (Taylor and Stern, 1997). Thi