The Salem Witch Trials A Series Of Events That Killed...

The Salem Witch Trials was a series of events that killed innocent people and brought fear to the community. The infamous Salem witch trials began during the Spring of 1692, located in Salem Village, Massachusetts. The people of Salem wanted to purge against anything that was considered remotely unholy. A group of young girls claimed that they were possessed by the devil and accused several local women of witchcraft. A special court was made due to this wave of hysteria that spreaded through colonial Massachusetts. The first convicted witch, Bridget Bishop, was hung in June of 1692. More than 150 men, women, and children were accused of being witches and eighteen others were trialed and executed. There were also two dogs that were trialed†¦show more content†¦Why were the Puritans so involved with the trials? The Puritans were so involved with the trials because practised strictness, austerity in their religion, lifestyle and conduct. Puritans opposed to sensual pleasures st rongly and were advocates of propriety, and decorum. The Salem Witch Trials demonstrated many methods of these things. Also, the Witches were known for being satanic and sexual abominations. The Puritans were the last group that will be seen doing these devilish things.The history of the Puritans and their practices helped to provide some answers to questions and provide an insight into the Salem Witchcraft Trials. Elizabeth Parris (9) and Abigail Williams (11) were the daughter and niece of Samuel Parris, minister of Salem Village. In January 1692, the girls began having fits, violent contortions, and uncontrollable outbursts of screaming. After a local doctor diagnosed them with bewitchment, other young girls were showing the same symptoms. In late February, arrest warrants were issued for the Parris’ Caribbean slave along two other women. The were being arrested for â€Å"bewitching† the girls. The three accused witches were brought to Jonathan Corwin and John Hathorne to be questioned. As they were being questioned, their

Should Marijuana Be Illegal Essay - 812 Words

Marijuana charges reflect the still-existing discrimination in society. Although use rates for African-Americans are only around 25% greater than that of whites, marijuana possession arrests are about three times greater for blacks than whites (Gettman, 2009). Legalizing marijuana would eliminate this aspect of racial disparity in the United States, where any single step could be seen as a move in the right direction. This would also help decrease the population of those in jail or prison for marijuana offenses, instead allowing those individuals to become productive members of society. The Pew Research Center for the People and the Press conducted a survey in March of 2013 concerning the public perspective on marijuana. It was seen that the majority of people support its legalization (Pew Research Center for the People the Press, 2013). In addition, since the 1990’s, there has been a steady decline in the percentage of people who believe marijuana should be illegal (Pew Research Center for the People the Press, 2013). Half of respondents reported that marijuana use is not a moral issue (Pew Research Center for the People the Press, 2013). Although there were differences between political parties as far as the legalization and enforcement of marijuana laws are concerned, despite political affiliation, the majority of those who responded agreed that â€Å"government efforts to enforce marijuana laws cost more than they are worth† (Pew Research Center for the People Show MoreRelatedShould Marijuana Be Illegal?989 Words   |  4 PagesThe word ma rijuana gained attention in almost every American household today. Those who oppose the legalization of the use of plants that its use is automatic smoke , but those who do not choose to use marijuana is considered to be conducive to maintaining its illegal. On legal objections relating to chemical plant has caused much controversy in the past two decades, is still an important issue. In the Unites States to legalize marijuana would greatly reduce crime in our city , and is formed byRead MoreShould Marijuana Be Illegal?1436 Words   |  6 PagesGetting to know Cannabis as a Whole Marijuana as you know is illegal in more than half of the United States. You would think marijuana was illegal because of some harmful effects but that s where you re wrong. The reasons why Marijuana was made illegal were because the the public were never informed about the real uses of Marijuana. Marijuana also known as Hemp is often used as source to make materials such as paper. Before 1883 about seventy-five to ninety percent of the world s paperRead MoreShould Marijuana Be Illegal?2020 Words   |  9 Pagesremember being told this my entire life and even to this very day. But as I got older I realized that people would still use drugs even though it’’s illegal. I could never understand why someone would go against the law and jeopardize their life just to use drugs? The drug that I am talking about is marijuana, and surprisingly it is all around us. Marijuana is even referred to in today’s media Mainstream media sources that people enjoy, like music, movies, and TV shows, do not even bother to leave theRead MoreShould Marijuana Be Illegal? Essay2020 Words   |  9 Pagesremember being told this my entire life and even to this very day. But as I got older I realized that people would still use drugs even though it’’s illegal. I could never understand why someone would go against the law and jeopardize their life just to use drugs? The drug that I am talking about is marijuana, and surprisingly it is all around us. Marijuana is even referred to in today’s media Mainstream media sources that people enjoy, like music, movies, and TV shows, do not even bother to leave theRead MoreShould Marijuana Remain Be Illegal927 Words   |  4 Pages Should marijuana remain be illegal Since 2009 the government of the state California and Colorado, considered the idea of legalization of the marijuana. A high percentage of People of the United States doesn’t consider marijuana as a drug because is not strongly addictive. There’s also proves that marijuana never kill anyone and that is not so dangerous as alcohol and Tabaco. Marijuana should still remind illegal for his dangerousness. Marijuana is a magnificent pain reliever for people who sufferRead MoreShould Marijuana Be Illegal?925 Words   |  4 Pagesdiscoveries from a plant many call marijuana. The intriguing effects that come from the cannabis plant have slowly started to unveil, claiming many positive talks in the medical industry in treating terrible diseases that have affected millions of people. But it used to be talked about like a very terrible thing back in the day from all the talk that was happening being reported by the government. Which ultimately caused it to become illegal nation wide. But what initiated marijuana to become prohibited? TheRead MoreShould Marijuana Be Illegal Drugs?967 Words   |  4 Pagesfamilies. Well I once had a belief until one day that all changed. Her name was Marijuana. Many people hold extreme views regarding drugs, especially illegal drugs. Anti-drug individuals often present a view of all illegal drugs as horrendous and without any redeeming qualities. I used to be this individual. Before my newfound discovery I believed marijuana usage was unacceptable , while despising the users. I perceived marijuana as a gateway drugs to other harmful dangerous drugs and a narcotic that honestlyRead MoreWhy Marijuana Should Be Illegal1610 Words   |  7 PagesCannabis also known as marijuana, is a plant produced in many countries worldwide. Marijuana was first introduced by the Mexican immigrants for recreational usage, the misconduct of the drug had our whole nation in turmoil so it was voted on to be illegal throughout the whole United States. Marijuana possession is illegal and it is illegal for so many different reason. In fact, there were over 8.2 million marijuana arrest in the united states last year according to ACLU’s original analysis drawnR ead MoreShould Marijuana Stay Illegal?958 Words   |  4 PagesShould Marijuana Stay Illegal Should Marijuana stay illegal? That is the question. For many decade us as American has been going back and forth debating rather we should legalize this drug or taboo it from personal use. To me marijuana should stay illegal, while others might think differently towards this subject. The reason why I firmly believe we as a nation should keep this drug proscribed for being use for personalRead MoreWhy Marijuana Should Be Illegal2091 Words   |  9 PagesThe argument of legalizing or prohibiting marijuana has been going on for very long time all over the world. In most countries, possession and use of marijuana is considered illegal. Today, some countries have legalized marijuana while other countries have not. In the United States, some states such as Washington and Colorado have also legalized the possession and usage of marijuana for medical and recreational purposes for adults. There are a number of advocacy groups that stand for its legalization

Essay about Divorce A Problem in Our Society - 714 Words

Problem in our Society One of the biggest problem people are facing today is divorce. The issue of divorce and increasing rates in the modern world is one of the most serious problem and social issues which influence people life to a great extent. Divorces are effecting on personal and social life very deeply. It causes stress and makes individual unsuccessful and changes lives. When parents get divorced they do not even think about what will happen with their children. Many students perform low in school because of their parents. Children of divorces parents have more problems in their behavior and psychological development. Many psychological studies show that children who live with both of their parents are happy and they have fewer†¦show more content†¦Every couple should consider at least few months living together before the final decision of marriage in order to avoid a divorce and cause an emotional harm to the child. Due to the huge effect of divorce on different young and adolescent chil dren, whether the outcome is good or bad, the whole trajectory of child’s life is profoundly altered by the divorce experience. Divorce is the consequence of many reasons, yet the most important are womens changing roles, infidelity, financial problems and immaturity. Women are becoming professional in modern times which can be good if you know to prioritize, but it can be a problem if you neglect your family. Infidelity is another reason. Spouses seek out comfort somewhere else if things are not working out in a marriage which results in infidelity and very few marriages recover from it. But the other possibility could be the couples who are not even paying enough attention to their marriage and future. There are many young men and women out there who get married after a very short period of knowing each other and then suddenly after a while realizing that their spouse is not the one they were looking for. A large study has just been published by the Centers for Disease Cont rol in Atlanta. An article published in the Christian Science Monitor discusses â€Å"Cohabitation before marriage? Its no greater divorce risk.† The researchers surveyed over 22,000 men and women. It appears thatShow MoreRelatedEssay about How Divorce is Affecting the American Culture1667 Words   |  7 PagesThe effects of divorce on the American culture are immense. Social scientists have been studying these effects for many years now. The studies are continuing to confirm that the climbing rate of divorce in the American culture is hurting the society and also frequently devastating the lives of many American children. There are many areas in which divorce has a negative effect in the life of a child or an adult. Many of these effects also directly correlate to the effect on a society. However, thereRead MoreHow Divorce Is Affected Much More Significantly Than Those From Two Parent Families987 Words   |  4 Pagesa serious problem I see in our society. This proble m has gotten out of hand with close to fifty percent of all marriages ending in divorce and it is affecting every aspect of our culture including churches such as your own. It is often seen as an easy choice with few consequences when in reality it is having devastating effects. Divorce is the problem of which I speak. Not only is it directly affecting those involved by wreaking havoc on their lives but it is also tearing down society as we knowRead MoreNegative Effects Of Divorce1475 Words   |  6 PagesDivorce is the termination of a marriage or marital union, the canceling or reorganizing of the legal duties and responsibilities of marriage, Divorce occurs after a husband and wife decide not to live together anymore and they do not want to marry one another. They agree to sign legal documents that allow them to marry other people if they so wish. Divorce is a problem that is increasing every year. It also affects our society, which most countries face. Divorce causes many negative effects, someRead MoreFamily Breakdown Essay example1014 Words   |  5 PagesFamily Breakdown Many problems affect our society, and each problem presents us with different challenges and obstacles. The most prevalent of these problems are crime, poverty, and poor education. Collectively, society looks toward the government to intervene and find a solution to these problems. This is easily illustrated by reflecting back to our last presidential election. The two candidates, George Bush and Al Gore, gave their views and outlined the agendas they hoped to implement inRead MoreThe Effects Of Divorce On Our Society1034 Words   |  5 Pageswith over 1.2 million divorces (â€Å"The Impact of Divorce on Our Society†). Divorce is not limited to breaking apart the husband and wife; it destroys families, siblings and the future of the American children. Divorces cause money, crime and education issues and an overall effect on the children caught in the middle, which follows them into their adult life. A $1,000 of taxpayer’s money is spent dealing with the consequences of broken families (â€Å"The Impact of Divorce on Our Society†). The amount of moneyRead MoreHow Divorce Has Shaped The Culture And Affected The Future Of Our Children964 Words   |  4 PagesChamberlain School of Nursingâ€Æ' Divorce How divorce has shaped the culture and affected the future of our children. Divorce has become more acceptable and common in our culture. A divorce not only involves the parents, children are included too. The family structure varies across America and couples divorce for different reasons such as abuse in the home, infidelity, addiction issues, religion, and the list can continue. When a couple decides to use divorce to solve any marital conflicts thereRead MoreThe Dissolution Of Marriage Bonds1511 Words   |  7 PagesThe dissolution of marriage bonds in the society today is no longer an issue spoken in hushed tones behind doors as in previous times. Statistics have indicated an increasing rate of divorce in countries like Belgium and Chile as being very high and only a few places like the Philippines depict low rates (Kittleson, et.al, 2005). It is on account of these developments that we seriously ponder and guess on what really caused the sudden rise. Is it a problem with the i ndividual or is it society’s drawbackRead MoreEssay about Divorce in American Society1338 Words   |  6 PagesDivorce in American Society Whatever happened to the picture that perfect traditional families portrayed? Television has had such an influence over us when we begin wishing we had families like the ones we see on Little House on the Prairie and The Brady Bunch. Families who work together, support one another, and seem to have all of lifes problems figured out. The media is catching up to society and showing more single-family sitcoms with down to earth family relationships such as BlossomRead MoreDivorce : A Major Sociological Issue1080 Words   |  5 PagesRebecca Eron Mrs. Small Social Issue paper 21 November 2014 Divorce Problem Statement: Divorce is a major sociological issue. Divorce rates continue to rise annually and more and more the definition of ‘family’ begins to change. Around 40% of marriages ended in divorce in 2004 (West). This is an epidemic that at one point shocked many People. While, divorce use to be socially and for many, religiously unacceptable it is becoming more and more a social norm. Even though it is becoming more commonRead MoreHow Does Divorce Affect Children?1693 Words   |  7 PagesHow does divorce affect children? Married couples represent fifty one percent of Americans, many of which end in divorce spawning over eleven million single parent families. According to the American Psychological Association forty to fifty percent of marriages in the United States will end in divorce. This marriage dissolution rate results in fifty percent of our children witnessing the divorce of their parents, forty percent of which are being raised without fathers in the home. Divorce and single

Interrogating the Challenges That Face Cosmetic Trading Research Proposal

Essays on Interrogating the Challenges That Face Cosmetic Trading Research Proposal The paper "Interrogating the Challenges That Face Cosmetic Trading" is a great example of a research proposal on marketing. From one angle, it may be said that there is some strength when a company realizes its points of strength and weakness. This helps the management in knowing where more effort is needed and what kind of resources must be allocated to this area to uplift the performance of the product (Bryman 2004).In this respect, it is necessary that an organization takes a look at its general performance in a given area from time to time. This research proposal will endeavor to outline some challenges and opportunities that are available for one of the oldest Australian stores that are well known for its role in shaping the retail business in Australia. In this analysis, clear a methodology that identifies these challenges and offers recommendations as to how the challenges that may be overcome and how the available opportunities may be utilized to make the organization more pr ofitable and competitive will also be suggested.Organization BackgroundMyer is one of the oldest retail stores in Australia whose products cuts across the board from children to adult wear. The chain store has cut its niche by catering for almost all the needs of the consumer by ensuring a wide range of products is retailed at their outlets. Products that are consistent at Myer’s stores include clothing electrical appliances, furniture, books, and stationery. Since it opened its doors at the beginning of the 20th century, the company has undergone a magnificent transformation and in just about eleven years of its existence, the company had purchased an enterprise along Bourke Street known as Drapers. After several years of moving from rented buildings in various parts of Melbourne, the company set up what was known as Myer Emporium. The acquisition of older business was characteristic of the Myer Emporium and largely contributed to its expansion and growth. One of the histori cal breakthroughs of the company was its listing on the Melbourne Stock Exchange in 1925( BA 2010).In spite of the growth that the company has registered over the years, there has been a set of underlying challenges. One of the prominent challenges that can have predominantly been outlined in the company’s endeavor to provide detailed service delivery is in its cosmetics segment. This proposal will concentrate on highlighting these challenges and selecting the most prominent ones to analyze the situation of the company and how the challenges have affected the operation of Myer through time.Problem Statement.The retail business can be said to be one that needs strategic planning and execution if an organization is to achieve any recordable success. Myer can be cited as one of the oldest organizations that fronted the idea of retailing in departmental chains and stores in Australia. Competition has been a major threat to the institution and the company has undertaken various st eps as a way of countering the raging competition.

Traditions and Customs of The Jewish Culture Essay

There are many different cultures that surround us everyday; each one with its own unique customs and lifestyles. The Jewish culture contains some of the oldest traditions and customs that date back thousands of years. This culture has survived everything from exile to almost being diminished during the Holocaust. The Jewish culture has a unique culture, that has much to share with the world around them. Unlike some cultures, the Jewish are very open to others. Their general attitude is that they are above no one. The Jewish culture believes it is very important to be open, good hearted, and considerate to those around (Culture and Customs). The Jewish also have many different greetings they use in their everyday lives. The most common†¦show more content†¦Making sure utensils do not get mix together when making meat or dairy products is also important in the Jewish culture. While the Jewish diet is very strict in its details, the personal appearance has somewhat looser cons traints. Most Jewish people dress in what is considered normal attire (such as jeans and regular shirts). However, when attending religious services, men are required to war a â€Å"kippah† (head covering), and women must wear long skirts (Culture and Customs). As can be seen, while the diet of the Jewish culture may hold stricter requirements, the dress of the culture is almost equivalent to that of the Western society. Language is required in any culture for proper communication. There are two major languages associated with the Jewish culture; Hebrew and Yiddish. In todays world Hebrew is mostly reserved for prayer and religious services, while Yiddish is the most common for everyday language (Intermarriage QA). Examples of Hebrew words are aba (father) or meytav halchulim (best wishes), and one may hear Yiddish words such as feh! (disgust) or kvetsh (complain). Language may be important for communication, but religion is the true center of the Jewish culture. TheShow More RelatedImportant Traditions Of The Chosen By Chaim Potok888 Words   |  4 PagesCompelling Customs Traditions such as homemade decorations, Grandma’s banana pudding, and ugly Christmas sweaters often remain close to the hearts of family members. Candles, decorations, food, and outfits, the list of customs never terminates! Two families, who practice traditions in the book, The Chosen by Chaim Potok, include the Malter family and the Saunders family. David and Reuven Malter enjoy habits of weekly services, prayer, and special articles of clothing in their lives as OrthodoxRead MoreTaking a Look at Ancient Israel1328 Words   |  5 Pages The Jewish religion makes Israel’s culture in 722 B.C. - 540 B.C. distinctive. Israel’s religion is important in the fact that it started the Catholic culture. Though most Christians do not do the same things the Jews did back then, the bases for their beliefs and ideas came from the Jews. The Israelites’ way of life was influenced by their religion. They maintained their faith even when they were being exiled. Thei r work, customs, laws, and other things were all influenced by their Jewish religionRead MoreReflection of Juduasm Essay963 Words   |  4 PagesJudaism is a religious tradition with origins dating back nearly four thousand years, rooted in the ancient region of Canaan, which is now known as the land between Israel and Palestine. Judaism did not emerge until the 1st century C.E. Judaism traces its heritage to the covenant God made with Abraham and his lineage that God would make them a sacred people and give them a holy land. The primary characters of Israelite culture include the great patriarchs Abraham, Isaac, Jacob, and the prophet MosesRead MoreUnderstanding the Relation Between Judaism and Christianity844 Words   |  4 Pagesits early preaching. The customs and traditions that early Christians followed were mostly Jewish traditions. However, over the time, both religions grew up to the animosity towards each other. Observing the animosity, there has been many incidents whe re Jews and Christians have not tolerated each other. Therefore, understanding Judaism is essential to learn the holistic nature and history of the Christianity. First of all, historically, the early Christians were the Jewish people who believed inRead MoreHenry Wadsworth Longfellows The Jewish Cemetery at Newport: An Enigmatic Musing on Jewish History and Culture668 Words   |  3 PagesHenry Wadsworth Longfellows The Jewish Cemetery at Newport is an enigmatic musing on Jewish history and culture. On the one hand, Longfellow makes sure to display his feelings that Hebrews are strange. In the first line of the poem, Longfellow uses the word strange in the same line as Hebrews, and then suggests that it was strange to see a Jewish cemetery close by the street of this fair seaport town, (line 2). This is as if to say that the Jews were not welcome in a fair seaport townRead MoreWomen Of A Russian Jewish Woman By Pauline Wengeroff1364 Words   |  6 Pagesinevitable, it was something new for a group which historically was so grounded in the upkeeping of religious and cultural traditions. As representative of the early beginnings of change in Jewish marriage customs in the mid 1800’s, Pauline Wengeroff describes the events surrounding both her and her older sisters’ marriages in the memoir, Rememberings, The World of a Russian-Jewish Woman in the Nineteenth Century. The arrangements surrounding these two marriages vary significantly, although they areRead MoreEssay on The Old Testament1397 Words   |  6 Pageswhile there are many events that show destruction of other civilizations, conversion was certainly acceptable to Old Testament thinking. Judaism is not a conversion religion, but it is not opposed to taking in those who will obey the laws of the tradition, and worship Yahweh. The attitude of the Bible is that the Israelites had committed many sins, but would always be forgiven by God. This is evident in Isaiah 4:1 which states, â€Å" Israel needs to be comforted and she will receive more from God† (NIVRead MoreJudaism Is A Religious Custom With Origins Going Back About1497 Words   |  6 Pa gesreligious custom with origins going back about four thousand years, established in the old close eastern region of Canaan. Starting as the convictions and practices of the general population known as Israel, traditional, or rabbinic, Judaism did not rise until the first century C.E. Judaism follows its legacy to the covenant God made with Abraham and his heredity, that God would make them a sacred people and that God would provide them with Holy land. The basic people of Israelite culture are theRead MoreThree Religions and Three Holy Cities 990 Words   |  4 PagesSouthwest Asia is home to a variety of cultures as well as religions. It has an significant past with three major religions: Islam, Christianity, and Judaism. It is quite remarkable that Southwest Asia has been a holy place for all three, and although it causes turmoil it is important to understand the three religions and their customs. Such information may help us not to judge so quickly or perhaps to grow in our kn owledge about the world. Hopefully this will help everyone to have a wider view ofRead MoreBenefits Of Marriage During Today s Contemporary Society1024 Words   |  5 Pagesalike due to the difference in religion and/or culture. For example a Christian wedding has different customs than a Hindu wedding as a result of different beliefs and traditions. There are different types of marriages such as an arranged marriage and love marriages; however in the modern society many people have love Marriages. Aside from the types of marriages mentioned above, endogamy and exogamy are important factors for marriage. Endogamy is the custom of marrying a person within one’s community

Blanket Purchase Agreements Essay Research Paper New free essay sample

Blanket Purchase Agreements Essay, Research Paper New Process Qualified houses will be awarded Blanket Purchase Agreements ( BPAs ) and will be assigned a alone designation codification. Individual procurance demands will be posted to the Office of Procurement # 8217 ; s Home Page in the signifier of Requests for Quotation ( RFQs ) . BPA receivers will be notified via electronic mail of any procurement opportunities/RFQs. Merely houses with standing BPAs will be granted entree to the RFQs, and merely those houses will be eligible to submit citations with monetary values and any other information required by the RFQ, along with their alone designation codification. Under this new process, any interested party is eligible to use for a BPA award. Presently, the Scope of BPAs for this procedure covers three groupings of products/services. To measure up for award, providers must affirmatively show they have the capableness and a record of successful past public presentation. Interested parties must undergo an rating and choice procedure to measure up for BPA awards. We will write a custom essay sample on Blanket Purchase Agreements Essay Research Paper New or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page This procedure may dwell of multiple phases ( Initial Phase, Second Phase and Third Phase ) , based upon specific factors. Initial Phase: Offerers must finish the initial application and subject it to the PTO Office of Procurement via the Internet. If the PTO has sufficient positive information on, experience with, and prior cognition of the house, award may be made without farther action. If non, offerers will be notified that they must subject extra information as required in the 2nd stage. Second Phase: Offerer s will be required to subject 20 past public presentation mentions. Customer mentions must be current ( work performed within the last 12 months ) , and must reference work similar in nature of the type of BPA for which the offerer is using. Instruction manuals on where to subject the mention information will be provided at the clip of presentment that this information is required. If PTO is unable to find whether a BPA award is advantageous at this phase, offerers will be notified that extra information is required in the 3rd stage. Third Phase: Offerers must supply specific information as requested by the Contracting Officer. This may include a elaborate capableness booklet, and grounds that the house possesses the necessary installations ( warehouse, physical operations and stock lists, production equipment, etc. ) . At this clip we may besides necessitate an offerer to subject letters from makers attesting that the offerer is a warranted/authorized trader for the declared merchandises, every bit good as a corporate history, and fiscal information. Evaluation and Award The PTO militias the option to do an award upon initial entries ( initial stage ) based on personal cognition of bureau procurement staff that any peculiar house is qualified, capable, and has a satisfactory past public presentation record. Other houses which are requested to supply extra information will be evaluated against the undermentioned past public presentation and capableness standards. The determination on whether any house is eligible for award is entirely at the discretion of the Contracting Officer.

Celebrity Social Communication In Advertise - Myassignmenthelp.Com

Question: Discuss about the CelebritySocial Communication In Advertise. Answer: Introduction Celebrity endorsement is a popular means of promotion in marketing communication. The celebrity culture is a high volume perpetuation of the personal lives of the celebrities across the globe. Inherently, celebrity culture is tied to the consumer interests, in which the celebrities, particularly the fame which they have earned, help in becoming the product brands (Zimmerman Ayoob, 2004). Culture is something which can be identified physically, in an easy manner but when it comes to celebrity culture, it exists only as being a collection of desires, of the individuals, for getting an increased viewing of the celebrities. It is not the celebrities who form such identifiable or cohesive groups, which they identify themselves with, but the people following them do the same. The strategies of celebrity endorsement are competitive in nature and also are saturated in different brands and products of the competitors. As a result of the high advertisement clutter, no room is left for actual differentiation in product in the markets; and for this purpose, the role of celebrities is enhanced as the only differentiation in product is due to the right celebrity being found (Erdogan, 1999; Keller, 2008). Though, a thing which remains questionable in this context, is that the celebrity holding the transfer effect, matches up the features of the different brands, or not. This discussion is focused on highlighting the different factors which transform the manner in which the interaction between the celebrities and the brand cultures take place. Celebrities and Brands Celebrities can be found in a range of communities and in activities, which include music, fashion, politics, acting, and sports. The per se culture is created upon this becoming a common knowledge in a particular society that the people have an interest in the celebrity and that they are enthusiastic about modifying their life in order to take part in the life of the celebrity. This culture is initially identified through the factors which are out of the celebrities and later on is augmented by the involvement of the celebrities in the publicly construed culture. This popularity of celebrities is what makes them attractive to the brands, particularly for the purpose of brand awareness. The higher the popularity of the celebrities, the more brand endorsements the get. For instance, in Taiwan, Jay Chou endorsed between eight to ten different brands in a single year for different type of products (Yang, Lo Wang, 2014). Consumer and their choices Celebrity Culture The popularity of celebrity culture has a number of phases. The very initial examples of this include the broadcasts on the TV programs in which the individuals had the capacity of reaching a far wider audience and group of individuals, which could result in the rise of fame of such individuals. With the release of newer technologies, there has been a change in the manipulation of audiences. The individuals, particularly the entrepreneurial ones started to recognize the financial value for promotion some of the individuals in a purposeful manner, and this resulted in a consumer approach towards celebrities as being the brands being put forward. With this, a culture started shaping up where the consumers accepted the celebrities as being a part of the society. Along with this acceptance was the tactical and clever marketing, which perpetuated the celebrity culture in context of the ever changing shifts in the beliefs and customs. This is the reason why celebrity culture is viewed as b eing a synonym of the celebrity industry in which the celebrities are treated in a manner as are the products to be sold treated. There is a difference between the celebrity culture and the consumer culture in the sense that the former is just a part of the latter. There could be no existence of the former without the latter. The choice of the consumers is, for these reasons, influenced by the choices of the celebrities (Barron, 2014). The consumers allow the celebrities to be a part of the collective society by following them, which is created through the presence of this celebrity culture. And as stated earlier, the presence of the celebrity culture is propagated in an unknowing manner by the consumers only. Included in the celebrity culture phenomenon are the celebrities themselves as participants, which allows them in being aware of the brand which they create and also in attaining the financial gains by using their own status and the same, in addition to the foundation of the pre-branding of such celebrities. In view of Lapham (1993), this idea is based upon the naturally taking place relationship in between the regular people and the pedestal ones. In a number of religious books, examples have been covered who are well known by the people in general public. The pharaohs of ancient Egypt ensured that their fame was carried on for the centuries to come. Earlier, the celebrity culture was restricted to the mythi cal, biblical and royalty figures and they were found in the majority of sectors in society which included publishing, business and also included academia. Each of the scientific advancement is touched with the name that led to the discovery. Particularly in context of thee larger contributions to humanity, a lot of honour and respect is given to the contributors. With the advent of mass media, the power and exposure of the celebrities has increased. With this a trend has been developed which is carried on by the celebrities with the rise in the social capital, in comparison to the earlier times. Every cultural or national community has their own celebrity system which is independent; though, there has been a decline in this owing to globalization (Barron, 2014). In the last decade, the TV across the globe has seen a grown focus on teaching the audience regarding how their daily lives have to be managed and optimized by a flawless focus on health, grooming, style, home decoration and food. Owing to this interest, there is introduction of the audiences to rigors of lifestyle management and self-care which is followed by a number of popular lifestyle express being brought forward in comparison to the traditional experts. In this regard, the growing celebritization and the branding of the ordinary experts have a key influence on the lifestyle expertise of people. There is an abundance of literature regarding the role played by the celebrities as being the prominent cultural authorities (Marshall 1997; Turner, Bonner Marshall. 2000; Corner Pels 2003; Turner 2004; Evans Hesmondhalgh 2005). In the popular expertise realms, there have been a number of scholars who have turned their analytical gaze over the rising number of domestic experts and li festyle specialists who make appearance on the primetime TV, where they carry out the discussion on the rising focus and influence over the issues which concern the conduct of self and included in this pool of scholars is Moseley (2000), Taylor (2002), Hollows (2003), Palmer (2004), Attwood (2005) and Bonner (2005). Consumers in life of Celebrities In the traditional manner, the experts and the celebrities have been deemed as existing in different spheres of public life and had been linked to diversified sets of logics and values. As is the case of intellectuals, the experts were associated with high culture and with modes of rational techniques and knowledge regarding social organization followed with the rise of modern state. A stark contrast to this is the trends of celebrity which are seen as being in existence with the consumer and popular culture, coupled with mediatised public field in which the entertainment is deemed as more privileged in comparison to the information, thus having an affect over the meaning (Lewis, 2001). In the representation of the two different kinds of cultural authority, the celebrity and expert are nonetheless characterized with similar tensions in-between the claim of elite or the exception status and also the type of public representativeness. In the rise of the celebrity expert, a key role is played by the media culture, particularly in reconfiguration and flattening of the distinctions which are between the ordinary and expert discourse, owing to the process of celebritization (Lewis, 2010). There has been a clear link in the intimate lives of the ordinary people shifting in commodity culture and in the enhanced focus upon the consumption of domestically oriented advice, goods and services, and lifestyle. Owing to the instructional role played by the celebrities as being the life specialists, along with their highly visible lifestyles, being an example for the consumers, the celebrity lifestyle plays a major part in the affirmation of some of the modes of the consumption based personal values and also on the ways of living. This is passed on and devolved on the broader issues of community responsibility and the ethical decision making towards the general public. The branded lifestyle expertise is seen as logical extension of privatized politics and this can be established in the examples like Martha Stewart who offer an all encompassing lifestyle blueprint amidst the large array of choices (Lewis, 2010). The work of Lury (2004) and Arvidsson (2006) has suggested that the relationship present between the branded lifestyles and consumers is not a passive one in necessary manner. This is a dynamic relationship, along with being an interactive process in which the consumers forgo the brands meaning and also create social relations wide set where the brand is given value. This means that even though consumption was earlier viewed as non-productive activities, but with the growth of informational capitalism, there have been decision-making and imaginative processes which are associated with the daily, private and domestic consumption. This in turn has valorised the lifestyle expertise (Lewis, 2010). The celebrities have been made such a brand that it has also turned into a negative direction. This is particularly in context of the hounding of celebrities where their privacy is invaded and which goes beyond the boundaries of propriety and even enter in illegality of harassment (Roberts, 1997). A proof of this is the death of Princess Diana in 1997. Even in the aftermaths of 9/11, the sobriety culture of celebrities was presented, where the celebrities like Tom Hanks and George Clooney bringing support to the Americas real heroes, which included the police and the fire-fighters who gave their life in order to save other during the collapse of Twin Towers (Beach, 2001). These cases highlight the celebrity culture being represented by an unwanted excess, which was required to be reined in the civil societys structure. All these raised questions on why do the celebrities and the celebrity culture continue to hold such a fascination. In short, why do the celebrities still address so s ignificantly to the contemporary culture even with the shift in the structure of entertainment and media industries. The very first dimension of the answer to such question is that the celebrity is a pedagogical tool which helps in discourse of self. For the most parts of the 20th century, the celebrities serviced as being the beacon of public word and they helped in defining zeitgeist of specific movement, which is the structure of feeling on which reliance is made on mediation through popular music, TV, radio and films. Hence the stories on how the hairstyle of women in 1920s to 1940s had been determined by the screen icons who were in the Hollywood industry in US represents just a very basic example of how the preventatives move in cultural dimensions. The singlet of Clarke Gable or the hatless inauguration of JFK shaped the sartorial style in US at the very least. There have been a number of examples of power which the icons on screen held for embodying a particular mood. For instance, a general feature amongst the youth culture of 1950s was seen owing to the role of James Dean in Rebel without a Cause. The impact of music videos also cannot be denied which provided attitude and panoply of styles which migrated with surprising force in a transnational manner. Some celebrities also held the power of capitalizing such changes in powers and in the origins of the presentations. A leading example of translation of sub cultural style for wider media through music, music videos and performance was Madonna, who did this successfully for over two decades. This style later on became a fashion and a popular culture (Marshall, 2010). The impact of celebrity has served a number of purposes across the 20th century. The generations had been taught by the celebrity on how to engage and make use of the consumer culture in order to make oneself. In the numerous treatises on consumer culture and advertising, the cultural critics identified the manner in which the people could be taught on how they have to consume and also on how the value of consumption has to be recognized by them for their personal advantage. This could be easily established in the works of Story (1999), Toland and Mueller (2003), and most important in Leiss, Kline Jhally. (2005). Ewen (1975) shed light on wage slavery where it was stated that in place of making close, it was easier to get these made for the person and use the wages for capturing the latest fashion, along with the most recent style. This is the reason why the shops provided a way to the consumers where the potential and possibility was represented in addition to participation on the connected wider culture which had been cross linked with the stars and their entertainment culture (Schudson, 1984). Something which is not much developed in these criticisms regarding the consumer culture relates to the academic work which was performed for transforming a more traditional culture in consumer culture which is dependent to a big extent on the celebrities and also in their capacity to embody transformative power which is larger part of the consumer culture. As a result of the celebrities being central in self-production, the celebrity gossips, which are quite elaborate, provide continuity to the discourse which is around the presentation of self for the consumption of public. There has also been a cultural and technological change in this regard, particularly in context of the social networks to the presentational media. Amongst the key elements of discourse and celebrity culture in the previous century is the different types of address. This is because the celebrities present themselves as the cultural forms of performers and also were present in celebrity gossip settings and interv iew strictures. The intercommunicative dimension of the online social networking identifies the need for the celebrities, in staying connected to the shifted relationship, in a specified manner to the public and to the audience. There is a need for the engagement of the celebrities which in past had been partly handled through the celebrity industrys ancillary press and now could implicate the celebrity in interpersonal communication flow. Irrespective of this, the celebrities are in the front position with their fans, regarding the etiquette of engagement. There is a pragmatic understanding in the para-social self in which is crucial for communicating with millions in individual manner (Marshall, 2010). The level of engagement of the celebrity with fans is usually related to the relative power of position of the celebrity in the representation culture. This is the reason why Oprah Winfrey has been amongst the most successful talk shows in the nation and across the globe and had been very helpful in expansion of her reach in the Twitter world and has also raced her in attaining followed in the first half of 2009 alone. There has been a minimalistic reply to the huge fan following which she had attained and she simply follows a handful. Just like her, Demi Moore and Ashton Kutcher were the celebrity royalty of Twitter, and they in turn followed merely 113 and 261 individuals, respectively. However, an effort is made by them in replying to the messages of the fans. They also work on promoting a number of issues and also continue to maintain the exchange of information, which has in turn resulted in Twitter becoming one stop for all things celebrity. An example of this is the post of As hton Kutcher being deemed as a normal tweet, which becomes special, owing to the number of users on Twitter, relaying the link, showing their interest. These are the factors why the celebrity culture continues to proliferate, continue and prosper as a powerful influence (Marshall, 2010). The brands usually go for such celebrities who have a higher presence on the social media, in order to garner more traffic or inertest of the consumers, towards them (Blue, 2007). Technology as a factor With the growth in technology and that of publicity apparatuses, the celebrities became more and more visible and were integrated in the discussions. The growing visibility, in views of Gamson (1992) poses a threat over the myth that fame is natural cream rising to the top phenomenon. In the earlier half of this century, this threat had been controlled largely but the same had not been muted in its entirety. This is because the audiences were invited in real life of celebrities, which discerned the reality behind an image and suggested that the publicity apparatuses were in control of audience. The history sketches the position where there has been switch in two 20th century, which is concentrated on being famous. The main struggle is the presentation of celebrity to be keeping up with the economics of stardom and keeping it intact by making the admiration of the celebrities a coherent enterprise. Production of celebrity is coupled with a threat. This is particular in context of the lost control over the texts in the latter half of the century and the same being decentralized. The negative aspect The interaction between the celebrities and brand culture can further be explained in context of the negative impact which can take place. As has been touched upon earlier, a celebrity is used as a medium of endorsing the products of the company. The celebrities are used by the brands for their promotion, based on the image of the celebrity and the type of fan following which they have. Where a sports person is the celebrity, the individual would be used for promoting products like shoes, health drinks, clothing merchandise, and sports equipment. The situation in which the celebrity gets involved in a negative event or information, whereby the reputation of the celebrity is damaged, the brand has to bear the reciprocal results of such event. A leading example of this is Tiger Woods where a number of brands had to pull back their contracts with Tiger Woods after his extra-marital affairs, which put him in negative image amongst the views of the followers. A reciprocal effect which can happen in interconnectivity of celebrity and brand image is that that where owing to a negative event or information, the reputation of the brand is damaged, the effect of the same transpires on the celebrity and leading examples of this happening are Coco-cola and McDonalds. Thus, a number of issues are raised where the consumers examine the endorsing party and the brand decision based on the perceptions of negative or positive information. In addition to this, the awareness of brand has significant effects over the decision-making of the consumer, which influences them entering in consideration, and in context of the influence over the selected actions of brands (Keller, 1993; Macdonald Sharp, 2000). Transferring effectiveness Gaining an understanding to the transfer effectiveness in between the brand and the celebrity continues to be an issue of significance for the practitioners and the academics. This includes the case of McCracken (1989), Louie and Obermiller (2002), and Ilicic and Webster (2011). The celebrity endorses do share a well known feature of style, recognition, popularity and attractiveness, where each celebrity has their own unique image which is featured in the brand (Kamins, 1990; Ohanian, 1990). The consumers usually idolize the celebrities in emulating the behaviours and styles. This could view some meanings or images of celebrities to be relevant to the ideal self-image and also to the purchase brands which are endorsed by the celebrities in the hope that some become same as their looked upon celebrities through the consumption of such brands. The celebrity image, in this view, plays a key role in the process of endorsements (Choi Rifon, 2007). In an alternative manner, the features o f brand usually stem from the different mannerism which includes distribution channels, price, brand name, advertising message, symbol and the like (Batra Homer, 2004). Matching advertisements Advertisement is deemed as an effective manner where the brands and celebrity have attributed to the matches. There is a focus on the suitable fit between the celebrity and the brand which they endorse. By pairing the brand with celebrity, the brand is enabled to take the leverage of their positive and unique secondary associations from the celebrity; and they also obtain consumer awareness, build brand image, transfer positive association to tying up the celebrity to brand and ultimately for enhancing the equity of the endorsed brand. In this regard, where a particular celebrity could prove to be the right choice for one brand as its endorser, the same celebrity could prove to be completely wrong for another owing to the perception of the consumer based on their distinctive image (McCracken, 1989). An instance of this has been highlighted by Kamins and Gupta (1994), the tuning between the brand and the celebrity results in positive attitude towards the brand and a lack of tuning res ulting in negative brand evaluations. The advertisement is thus more effective where there is a mutual matching of the brand and the celebrity endorsing it (Yang, Lo Wang, 2014). Comparison of UK, US and India In UK, the interest in the celebrities gets reflected in the TV shows, sales of magazines, social media usage and internet searches. The idea of what forms a celebrity continues on expanding. This is the reason why the celebrities of a particular nation are not confined to it. In particularly, the world class athletes and the Hollywood stars compete with the reality TV stars and the glamour models for getting attention. The celebrities in the contemporary consumer cultures give the possibility of purposefully contributing and knowing about the projects of self. And yet the behavioural studies have put the focus over the work of celebrities being in the promotional roles, instead of being on the active interaction of the celebrities with the consumers. Such interactions could include reworking or playing with the images of celebrity instead of accepting the meanings which have been imbued in the brands, celebrities and products passively (Banister Cocker, 2010). In the United States, around twenty percent of the advertisements feature the celebrities and in other nations, the use of celebrities in advertisements, for instance in Japan, is even higher in comparison to US. The traditional explanations of the persuasion effects of the celebrity endorsements are based on the source effect literatures. As per these literatures, the celebrity endorsements are used by brands as they help in increasing the attention which is placed on an advertisement; due to the attractiveness of the celebrities, the consumers can be persuaded and it helps in social acceptance and forming positive opinions about the brand, particularly when the product relates to the attractiveness; the celebrities which are usually well liked by the majority, which possibly leads to the persuasion of consumers and towards their identification, as an attempt towards seeking certain kind of relationship with the celebrity. In the conventional dual process models, the celebrities are usually considered as the peripheral cue and they are deemed as significant in persuading when the consumers are not involved in the processing of the advertisement and in the product category. Though, the celebrities also bring forth the key information which is a crucial aspect in the matching up of the product with the celebrity. In context of the effective peripheral cues, the endorsements by the celebrities help in leading the media weight for getting an impact over the sales particularly in the mature categories (Escalas Bettman, 2018). There is a big market of celebrity endorsements in India and this market continues to grow on yearly basis. Yet, despite the rampant usage of the celebrities in the nation for the purpose of endorsement, all of the endorsements by the celebrities have not been as successful. There is a long list of failed instances of celebrity endorsements which depicts that to simply consider the endorsements by celebrities as an effective response towards the media clutter in every situation, irrespective of the intensity of people being involved, is wrong. As per Abhishek and Sahay (2013) this is due to the lens of culture with which the propositions have to be developed regarding the manner in which the consumer attitudes are shaped towards the celebrity endorsements, which is a function of cultural parameter in the developing nation like India. Talking about India, which is a nation with a number of cultures and sub-cultures, generalization on the basis of broad sample strategy which represents the entire population of the nation is a difficult task. In this regard, the difference between the celebrity advertising processes carried on in India and in US provides relevance to this issue. US follows broadly a single culture, whilst there are varied cultures in India; this is in addition to the diversion of movie segment in India as Bollywood, Tollywood, and the regional ones, whilst US has a single Hollywood (Saran, 2014). Such factors and more help in fixing the focus of celebrities in US easily in comparison to India, which requires a detailed focus on the celebrity being selected for a particular brand. So, even the culture comes into play when it comes to the various factors which transform the manner in which the celebrities and the brand cultures interact. The construction of identity of the consumers in the postmodern culture becomes more complex than ever. This is due to the change in the needs of the consumer where they no longer need a consistent, stable or authentic identity. This makes the aspects of self-identity more significant (Escalas Bettman, 2018). Conclusion To conclude, there are a number of factors which transform the manner in which the interaction between the celebrities and the brand cultures takes place. One factor which was discussed earlier is the image of the celebrities, which is created in the minds of the consumers, which makes them select a brand, based on the positive image which they hold; and which also has the capacity of the consumer being taken away from the brand, owing to the negative image created of the brand. The next factor having an impact on this interaction is the perception of the celebrity which is tapped by the brand and used to promote their brand. This particularly relates to the goal of the consumers in being associated with the celebrity, which again helps the brands in selling items, as they sell the products which are promoted or signed by the celebrities. Culture is another aspect which acts as a key factor in influencing the relationship between brand and the celebrity, and even shapes the choice of such celebrity. The engagement of the celebrity on social media is another technique which in the present digital age, is used by the brands, to further their cause. The more popular a celebrity is, the more favourable they would be for a brand endorsement choice. It is thus the consumers and their perceptions which act as the major factor in deciding the celebrity being selected by a particular brand. This is the reason why the advertisements are tailored by the brands, where the celebrities are selected based on their association with a particular aspect. Essentially, there is an interplay between the brands and the celebrities, which is used by both interchangeably, to attain gain for them; which at times, can at times prove negative for the other. References Abhishek, Sahay, A. (2013). Role of culture in celebrity endorsement: Brand endorsement by celebrities in Indian context. 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