Food and Beverage Essay

In most hotels, Food and Beverage can be a heart. Man cannot live without her/his own heart, as well as a hotel cannot shine and lasting without a good Food and Beverage section. http://fandbfood. com/fb-mean-food-and-beverage/. However, food and beverage outlets are usually less profitable than their outstanding counterparts. According to Kirby D. Payne, CHA , there are many reasons why hotel Food and Beverage profits are not what we would like them to be. This is quite understandable, after all why should we focus so heavily on Food and Beverage when for the time and money spent it will never be as profitable as the Rooms Division. http://www. hotelonline. com/Trends/Payne/Articles/IncreasingFoodBeverageRevenues. html. If we have a deep understanding about the role of food and beverage within hotels, as well as the factors effecting its profitable ability in hotels, it will help us to not only find the appropriate solutions for these factors, but also to make the Food and Beverage section within hotels more profitable than its current status. First of all, we need to understand the role of Food and Beverage within hotels. As we know, a hotel has to have twenty four hours a day service to have a star rating – a key measurement to evaluate the success of a hotel. In order to become a five star hotel, restaurants in Food and Beverage section within hotels have to open twenty four hours a day, seven days a week, and three hundred and sixty five days a year. Or in a four star hotel, the in room dining has to open at least from sixteen to eighteen hours a day. Michael Haynie, SR. President, Parkway Hospitality Management mentioned that full service hotels mean that they are included a restaurant. Limited service simply describes hotels without a restaurant. (http://parkwaymgt. com/news/25-hotel-food-and-beverage-a-profitable-venture. The food and beverage services that a hotel has will contribute to the star rating that a hotel can earn. Moreover, food and beverage outlets can enhance guests’ experience about the hotel, as well as make guests more enjoyable about the hospitality service that they are using. Doug Fiedler, an associate of The Hotel Solutions Partnership Ltd indicated that food and beverage can be either a revenue enhancer, or a drag on the finances of any hotel or resort. Emotional connections are more important than ever with guests. Guests are seeking experiences, not just a functional meal in a restaurant. Thus, any good food and beverage operation has a focus on three key things – financial performance, guest satisfaction and employee engagement http://www. hospitalitynet. org/news/4053355. html. There are numerous reasons why food and beverage section is less profitable than other freestanding counterparts. First is the effect of star rating concept on food and beverage service. As mentioned above, food and beverage section within hotels has to open twenty four hours a day. They don’t have choices to have operation hours like normal standardized restaurants which can have options to open and close their business when they want. Hour of operation requirement makes food and beverage section within hotels cost more in staff training, food inventory and menus choices. The second effect of food and beverage profit is the management and staffing structure. In a hotel, there are multiple food and beverage outlets such as bars, banquet, cafe, restaurants, room service IRD, etc†¦Each outlet needs different management team and different staffing structure . As food and beverage management â€Å"A review of change† by Michael Riley, School of Management, University of Surrey, Guildford, UK, food and beverage management as an activity resides in many roles and carries various labels across different outlets. By contrast, a standardized restaurant just needs a manager, few supervisors and some bartenders to run the business. Some restaurants just has a manager as a chief. Thus, the complex management and staffing structure can reduce the profitable ability that a food and beverage section can bring to a hotel. The last but not least effect of food and beverage profit is the location and design of outlets. According to Hanson, 1984; Siguaw & Enz,1999, hotel food and beverage managers do not generally have the freedom to select locations within the property as the construction or layout of the building is more likely to dictate this. This disadvantage prevents outlets having a great view to attract customers coming to earn more profit for them.

Definition of Politics Essay

The art and science of government; dealing with the form, organisation and administration of a state or part of one, and of the regulation of its relations with other states†¦political [means] belonging to or pertaining to the state, its government and policy. Oxford English Dictionary. There are two types of political systems, the Centralised political system, and the Decentralised political system. The centralised political system is a means to run the country under central control, with no local authorities creating rules and regulations for a specific area, an example of this is the former Soviet Union, or modern China. This ruling is known as communism. Sports in communist countries are controlled in the same way as any other social agencies, such as education. Sport was used for boosting morale, production, and effectiveness of the military and to provide a successful image for their regime around the world. The athletes of the communist bloc regimes dominated world sport for many years until the cold war ended. A decentralised political system is one where the administration of government is re-organised into smaller autonomous units such as local authorities in the UK and individual states in the USA. Each area decides its own policies on sport provision and effectiveness of sport in schools. Many sports people see sport as a means of escaping every day life, which is controlled by the government and do not which to see sport controlled except by their own governing, bodies e.g. IOC, FIFA. However, government influence cannot be avoided in some circumstances. Sport has been used for government propaganda purposes, for example the Nazi propaganda in the 1936 Olympic Games, which Hitler used to promote his Nazi ideals. In Russia, the government insisted that a fitness campaign called â€Å"Ready for labour and defence† was compulsory for all its citizens and was still operational in the latter half of the 20th century. In our own country, following heavy losses in the Boer war, it was felt that the military was not fit enough and so compulsory fitness exercises was instigated in all state schools in the early 20th century to improve the fitness of the working class. More recently, we can see how politics and sport cannot be separated when the English cricket team pulled out of a group match due to political unrest between Zimbabwe and England. Sport can be used to introduce or reinforce social harmony. By introducing good sporting facilities into areas that have suffered unrest, the government hopes to lure youths to use the facilities wisely in their spare time rather than be involved in anti-social behaviour. The governments Education Act of 1988 affected the provision of sport in schools. The conservative government wanted more control over the teaching of physical education in schools and produced a report called â€Å"Raising the game.†Ã‚  In reality, sport needs politics as much as politics needs sport. For example, the government can provide finance and locations to stage major sporting events such as the Olympics and the World Cup. In return, sporting teams who perform well promote a country to the rest of the world, and raises national pride. All beneficial to any government. Drugs have been used throughout history, since the time of the Greeks and Romans who took substances to improve their performance and so it is not a modern problem. However, drug use in modern sport has become more widespread, and is now shown to be a problem across all the sports and in both genders, at both amateur and professional levels. An increase in drug use came about through various factors such as advances in biology and medicine, the use of drugs in WW2, the development, and availability of testosterone steroids and growth hormones in the 1950’s. Weight trainers saw the potential of these drugs and used them to their own advantage and other athletes were able to see the potential of using drugs to improve their own play e.g. snooker players used beta-blockers to steady nerves.

A Drug Induced Psychosis Health And Social Care Essay

A Drug Induced Psychosis Health And Social Care Essay Within this Independent study drug induced psychosis will be looked at. Within the first two pages a definition will be given as well as a brief history. This will be followed by a discussion on drug induced psychosis how individual is a affected and what is the cause. The author will then look at the drugs and how they affect people mentally and physically as well as how they affect the brain. When the final few pages it the author will look at the evidence and literature available for drug induced psychosis before then commenting on personal recommendations and the conclusion of all findings. The rationale behind choosing this topic was simply that more and more people through subculture and their own vulnerabilities are accepting of drug however through their own naivetà © and lack of understanding are consequences he consequences and consequences Definition According to Mosby (2009), drug induced psychosis is a psychotic state caused by an excessive dose of both illegal and the rapeutic drugs. This is supported by the West Australian Department of Health [WADOH](2009) who defines stimulant-induced psychosis, as an episode where the use of a legal or illicit drug has caused a psychiatric illness where the reality of the patient is impaired. The impairment of the patient can also include hallucinations or delusions, which can cause additional communication problems or social interaction difficulties. The drug induced psychosis according to WADOH (2009) may also be as a result of the overuse or abuse of prescription medication, or the outcome of a history of illicit drug abuse. Brief history Razool (1998) describes the historical evidence for substance abuse dating back thousands of years. Tobacco, alcohol and other psychoactive drugs have bee used by different societies for medical, religious, cultural and religious purposes and acts as a social lubricant. Today there is no lack of interest in the use of psychoactive substances and plants. Alcohol and drug u se remain part of the social and psychological fabrics of our society and are now regarded as a public health problem. Attitudes towards drug use have changed during various stages historically and even with harsh laws, there still remains problems in society where drug education and drug treatment is required by society (Razool, 2008). Tea, coffee and tobacco have all been illegal in Britain at some stage (Whitaker, 1987 cited by Razzol, 2008). Alcohol and drug use can cause a host of physical, social, psychological and economic harm, not only to the individual, but also to the family and the wider community. If the individual has previously had psychosis the use of drugs or alcohol can increase the likelihood of another psychotic event. This is due to the fact that the individual can become emotionally unstable, due to their drug use along with their loss of cognitive processing and therefore, inhibits the chemical balance of the brain (Royal Brisbane and Women’s Hospital, 2009). Within this section use critical analysis and relevant referencing to show a lack of information provided and the difficulty clinical nurses face while battling this. Drug induced psychosis

Mobile telephone ( listening and reading, with vocabulary ) Assignment

Mobile telephone ( listening and reading, with vocabulary ) - Assignment Example In cases of emergencies such as accidents, mobile phones can be used to call the police. On the other hand, mobile phones also provide us with entertainment such as music or videos and they are also capable of storing a lot of data such as music videos, contacts as well as pictures. The mobile phones also have other applications such as word, spreadsheets, internet, alarm, camera, convertors and many other functions. As such, I chose this topic because mobile phones help us in different ways in our daily lives. 2 What was it about? Both the video and the article selected are about the importance of mobile phones in our lives. The video uses attractive pictures of the cell phones which show different models of phones available on the market. The video shows different types of cell phones and specific features about them and the article in particular outlines the important functions of cell phones. 3 Did you read or listen first? Why? Do you think the order you chose helped you or not? How many times did you need to read & listen before you felt confident about understanding the topic and vocabulary? How do you feel about this topic, e.g. positive or negative feelings? Do you agree/disagree with the ideas?† I listened and watched the video then proceeded to read the article. I repeated the process so as to get a clear understanding of the message presented in the article as well as the video clip as well. The vocabulary used in the video and the article is very simple. I did not find any new word that was confusing since the vocabulary used was easy to understand. I felt confident after reading the article and watching the video. This topic is very interesting and I have positive feelings about it given that some of us cannot live without cell phones. I have also discovered that cell phones have become an important part of our lives since we can use them to communicate or perform other work since they have many functions similar to computers. In the modern day, we use mobile phones to do a lot of things which are related to our work and social needs. I agree with the ideas suggested in the video and the article about the importance of mobile phones. 4. Did you learn anything new from this reading & listening? What? Since I also use a mobile phone on a daily basis, I did not learn anything new about this topic. 5. Was this topic connected in any way to your future studies and if so, how do you think you can find out more about it? Somehow, the topic is connected to my future studies since I use the mobile phone to perform a lot of functions such as researching different subjects related to my area of study. 6. What was easy/ difficult about it? The topic was easy to understand since the article was written in simple terms and was straight forward. The video also showed attractive images and it explained in detail the advantages of using a mobile phone in our lives. I realised that the mobile phones can enable us to reach people in diff erent parts of the world from anywhere. We use cell phones every day so I did not discover anything new about this topic. I can safely say that the topic was not difficult in any way. 7. Which was the more challenging aspect, the reading, or the listening? Why? There was nothing so challenging in reading the article and watching the video. The article in particular outlined more details that were clearly explained

A Critique of Federal Agencies Prior to the September 11 Essay

A Critique of Federal Agencies Prior to the September 11 - Essay Example Several agents are criticised for having failed to effective and efficient in preventing terrorism acts, some of these agents discussed in this paper include the FBI, the INS, CIA, immigration department and the FAA.In February 1993 a bomb exploded under the twin towers and the FBI arrested proprietors of the act including Mohammed Salameh and Nidal Ayyad who were convicted, however it was clear that these were not the only individuals who plotted the bombing, (NCTA report (2004) page 74)In the department of justice countering terrorism is under the FBI, before the 9/11 bombing the special agents in FBI field offices were free to set priorities and assign officers appropriately. To avoid duplication each office worked on different cases. The organisation of the FBI was organised in such a way that they did not put much effort on counter terrorism activities and this was due to two reasons. (NCTA report (2004) Page 74)Performance in the FBI was determined by the number of arrests and prosecutions, this made special agents to concentrate more on domestic crimes rather than terrorism because counter terrorism work involved lengthy investigation that in the long run would not yield positive results. This also made individual officers to concentrate much on domestic crimes such as drug crimes and gang crimes. (NCTA report (2004) Page 74)... ffice of origin concept, this means that a field office was assigned a specific case, this meant that if a field office was concentrating on a certain case the other officers would be working on other cases, the New York office was assigned the Bin Laden case following the east Africa bombing. As a result of this individual officers were less concerned with the Bin Laden case and this meant that the New York office held all the information regarding al Qaeda. (NCTA report (2004) Page 74) Louise Freeh was appointed as the director of the FBI in 1993, he brought changes in the to bureau including decentralisation, after the 1993 bombing Freeh created a division in the bureau that would concentrate mainly on counterterrorism, the FBI counterterrorism division budget tripled but in 1998 and 2000 the counterterrorism budget remained relatively constant, this meant that the bureau did not concentrate on emphasising more on terrorism, the other problem that arose is that the budget allocated to this new department would be reprogrammed for use in other cases, this was also evident where twice as many individuals in the bureau concentrated on local crimes. (NCTA report (2004) Page 76) This new division was supposed to provide new information that the FBI did not have, however the new division was treated as one that provided assistance to the existing case, the recruitment was done within the FBI and the bureau failed to recruit individuals with relevant education to help in analysis of terrorism, for this reason therefore the creation of the division would not meet the main objective which was to counter terrorism. (NCTA report (2004) Page 77) The FBI also faced some legal constraints in investigating international terrorism, the 1978 congress enacted the foreign

Christian Marrige Term Paper Example | Topics and Well Written Essays - 2250 words

Christian Marrige - Term Paper Example entire blame on themselves for anything going wrong, thinking they could have done something to avoid it and it was their own shortcomings that led the event to take place. On the other hand, persons with character-disorder will put the blame on everyone and everything other than themselves, thinking that it is their environment that caused things to go wrong and that they had no part to play in it at all. On a personal level, neurotic personalities suffer from a sense of inferiority, which leads them to become over-achieving individuals, who try to control everything around them and often over-compensate in all aspects of their lives, as they believe that they can, rather they should, always do more. Character-disordered personalities, however, have a sense of powerlessness; they feel that they cannot control anything and that no matter what they do, it is actually factors outside themselves that cause things to happen the way they do. Thus, the neurotics are constantly harming themselves by their actions, while those with character-disorder are harming those around them: the former blaming themselves and being hard on themselves, and the latter blaming those around them and being hard on others. On a grander scale of things, neurotics cause exasperation in those around them, however, with a little bit of help from their loved ones they can overcome this habit, as they are always open to growth; keeping in mind their low self-esteem, they are more open to the ideas and thoughts of others. Character-disordered people, however, are not open to criticism at all; they never apologize for their behavior as nothing is ever their fault – they always have some outside force to blame. Thus, it is very hard for the neurotics to fall in love as they find fault in themselves, whereas the character-disordered personalities simply cannot love because of their passive aggressiveness as well as due to their deflection of blame on those around them. The most marked

Business Ethics Article Example | Topics and Well Written Essays - 250 words - 7

Business Ethics - Article Example Over the last few months errors have been found in foreclosure documentations across the nation, indicating a rush to get the paperwork done. Signatures and notary confirmations have been found to be fake. Baum's firm has processed over 50,000 foreclosure cases since 2007 and he has faced accusations of improper paperwork. Moral questions raise here deal with issues of fairness and justice. 2. In defense of Bau would be the need of banks to recoup their losses from the mortgage crises in property assesses in any way they can. Another defense would be it is wrong for people to sign their names to mortgage contracts when they don't have the ability to pay. 3. It would be interesting in this case to apply, for instance, John Rawl's veil of ignorance to a community of people in a natural state of existence, for example, who have no other considerations but their own rational amount of self-interest. Each of these people have natural hopes and also recognize each others dignity and natura l liberties. These people would be morally violated if they did not have natural rights to such things as home and individual and social welfare.

Why NO to Genetically Modified Foods Speech or Presentation

Why NO to Genetically Modified Foods - Speech or Presentation Example GM foods were firstly introduced into market in 1996.Generally; biotech foods include soybean, canola, rice, corn, and cotton seed oil. The use of GM foods has been increasingly growing since its introduction in 1996 despite their adverse effects on health and environment. I would like describe why genetically modified foods are not good to eat. Genetically modified foods Here I am going to discuss impacts of GM foods on human health. Health complications resulting from genetically modified foods can be categorized into fatal and near-fatal. Fatal risks of GM foods 1. Deaths 2. Cancer 3. Allergic reactions 1. Deaths Reports indicate that use of some sorts of genetically modified foods may cause death. To illustrate, a number of Americans died and thousands of others sustained serious health issues by a genetically modified food supplement called L-tryptophan in 1989; this food supplement created a debilitating ailment named Eosinophilia myalgia syndrome (EMS) (â€Å"50 harmful effec ts†). Regulators point out that some of the GM foods are still sold without proper safety tests and this adverse practice may lead to severe complications. In addition, scientists report that animals used in the lab tests of GM foods die prematurely. However, recent developments in the agriculture biotechnology promise that it is possible to develop GM foods containing sufficient levels of nutrition. 2. Cancer Researchers argue that eating genetically modified foods may result in cancer. The risk of stomach and colon cancers is increased by GM foods that contain a cauliflower virus. According to one argument, â€Å"it is possible GM DNA could affect stomach and colonic lining by causing a growth factor effect with the unproven possibility of hastening cancer formation in those organs†. (â€Å"GM food can cause cancer†). And people who reside near GM crop farms are highly vulnerable to cancer as they are most likely to be affected by GM contaminated food and water . Many other studies reflect that GM foods have the capability to stimulate cancerous cell growth. However, well tested GM foods can provide benefits including herbicide tolerance and cold tolerance. Furthermore, GM foods discourage the use of toxic chemicals as it can be resistant to pests. 3. Allergic reactions Allergenicity is one of the potential risks of genetically modified crops to human health. According to reports, many children in the United States and European countries have developed dreadful allergic reactions to peanuts and other genetically modified foods. As Whiteman states, when introducing a new gene into a plant, either a new allergen may be formed or allergic reactions may be developed in susceptible individuals in response to this process. StarLink corn is one of the best known cases of GD food causing serious allergic reactions. The StarLink contained a protein called cry9C to protect the corn from black cutworms and corn borers. In 2000, components of cry9C DN A were detected in food products. As per the reports of ScienceDaily, it is believed that StarLink corn was the primary cause behind increased rate of asthma attacks and other allergies developed in its consumers. However, this technology eliminates crop wastage because of its pest resistance capability. Hence, it is the most cost effective way of agriculture. Near-fatal risks of GM foods 1. Viral and bacterial illnesses 2. Environmental risks 3. Other general risks 1. Viral and bacterial illnesses Even though viral and bacterial illnesses are not severe like those risks described above, they may also lead to death unless the infected person seeks treatment in time. Researchers have identified that viruses like cauliflower mosaic virus CaMV, used in genetic

Is ethics profitable Essay Example | Topics and Well Written Essays - 1000 words

Is ethics profitable - Essay Example The constantly changing competitive environments in the business world forces businesses to find new methods to counter the competition as opposed to the so-called traditional ways. These traditional methods included better products, more services, or lower prices. In the contemporary world, business firms are responding to these competition challenges by introducing partnerships and more mutual relationships with their customers and other stakeholders in the business. In the last years, there have been discussions regarding ethics practices in business firms. The general assumption of this subject is that firms need to do what is morally right for their customers as well as their employees. However, the common practice in the business field is that of unethical and illegal activities. Most organizations are yet to understand or realize the financial impact of high ethical standards in business firms (Heskett et al. 34). According to most businesses in the present world, ethical practices impose an unnecessary financial constraint. Tax evasion and underpaid personnel comprise unethical but, nonetheless, appealing practices. From this perspective, it seems that profits and ethics have an inverse relationship. Managers and directors of businesses assume that ethical practices and programs are very expensive activities. This means that ethical practices have no positive impacts on the profitability of business firms. In this case, this ideology suggests ethics as not being profitable to a business organization. It seems that companies with ethical practices record low or constant profits, and hence, most managers still rely on the traditional modes of improving profit levels of an organization. On a more positive aspect, ethics improves the profit levels of a business firm through various ways. Examples from the business field indicate that there is a positive correlation between a firm’s activit ies, ethical behaviors, and the firm’s bottom line outcomes. The reputation of a business in terms of ethical business activities can be a major source of competitive advantage in the business segment. The most important ways in which ethics contributes towards profitability of a company is through the minimization of the cost of business transactions, construction of a foundation of trust with stakeholders, and maintenance of social capital. More so, high standards of a firm’s ethics contribute towards an internal environment of successful teamwork amongst employees which, in turn, impact the profit levels. According to various studies, companies viewed as ethical by company stakeholders, for instance, employees, public, customers, and suppliers, enjoy several competitive advantages. These competitive advantages in the business community include higher levels of commitment, higher levels of efficiency in operations, and increased levels of

Legal Compliance Paper Essay Example for Free

Legal Compliance Paper Essay In order for a business to succeed, management needs to identify and comply with the laws and regulations in their area. Management needs to keep in mind that laws vary from state to state. Additionally, as laws are constantly changing, management needs to regularly update their company standards in order to comply with these ever changing laws. In the case of Baderman Island, the company first began its renovations in 1988 (Virtual Organizations Portal, 2012) the lighthouse was purchased in 1932. Since 1988, the company had to modify or change their business procedures in order to comply with laws and regulations. Legal compliance challenges that Baderman Island and other companies may have faced include employment laws, tax laws and regulations, property laws, finance laws and environmental laws. If a company does not comply with the laws and regulations in place, a company risks lawsuits, fines and possible company closure. Therefore it is imperative for a company such as Baderman Island to acknowledge the possible compliance challenges and reduce the liability of those compliances challenges. Legal Compliance Challenges Baderman Island Resort, will be expanding its operations and we believe as a team that some of the legal compliance challenges the organization will encounter are linked to Title VII of the Civil Rights Act of 1964, the Equal Opportunity Act (Affirmative Action Act). The organization has to ensure the selection process and promotion process, the designing of the training and implementation of the training for the employees are taken into consideration to mitigate risk (Jackson Mathis, 2008, Chapter 9, Training  Human Resources). In addition to the selection, promotion and design of the training; Baderman Island Resort has to ensure that the 80% Rule is followed and that an environment of disparate impact and treatment is not created to reduce risk (Moran, 2008, Chapter 2, Selection). Baderman has also advised its employees and the public, that they will be hiring and training employees to speak Spanish and French to develop a better relationship with their international clientele (University of Phoenix, 2014). A blog is being used as customer relationship management tool to identify areas of concerns and opportunities. The HR department and executive management team need to review what a bona fide occupational qualification means, in the areas that they are planning to expand and mitigate risk. The organization operates in the hotel and resort industry environment in order to have sustained growth; legal compliance challenges have to be understood, researched and communicated. The legal compliance challenges can have a direct impact on their cash flow, for example, if Baderman Island Resort was found guilty of race discrimination of Title VII Civil Rights Act of 1964, in 2006, the organization would be liable for paying $27,000 (Moran, 2008, Chapter 2, Selection). Discrimination and other non-compliance issues always present a possibility for legal ramifications, therefore management must constantly be aware of different methods to reduce liability. Options to reduce liability With the expansion of operations that Baderman Island Resort will be making, there will be a few different challenges that will take place and options that will help to reduce the liability of the company. Thorough and accurate training is one of Baderman Island’s primary concerns. Knowledgeable and impartial trainers not only help pave the way for new employees and continuous training, but they also represent the company and its values. Proper training perpetuates good employees with a good grasps of key concepts and knowledge. Improper training could lead to mistakes, production loss, liabilities, and possibly injuries. Hiring and training multi-lingual employees that speak Spanish and French is a great idea, to help broaden the company’s customer base. Management would need to ensure that all shifts maintain an appropriate number of multi-lingual employees, dependent upon business and shift requirements. If the resort finds that additional  languages become a majority including addition multi-lingual employees would be recommended for customer satisfaction and fairness. Customer satisfaction is always the ultimate goal of Baderman Island Resort; therefore feedback plays a critical role in implementing beneficial changes. Allowing employees to provide feedback for management review helps employees feel important and valued. Customer feedback provides an opportunity for management to spot possible weaknesses and areas in need of improvement. With three different methods of feedback and review: management, employee feedback and customer feedback management increase the opportunity for positive changes and increased repeat business and increased revenue. How employment practice compliance systems could assist liability reduction By not only creating equal opportunity employment, but creating an environment in which every guest feels as they are special, Baderman Island Resort, desires to achieve harmony within the resort. We at Baderman Island Resort take great pride in our training system. This system of training allows us to ensure every employee is trained on how to treat others, better yet, how to react when situations arise. Our trainers have all been through rigorous standardized training to ensure every employee is equally proficient with our expectations. This training helps ensure compliance with Title VII of the Civil Rights Act. Training every employee with the same standardized system will help ensure everyone within the workforce is treated equally, regardless of race, sex, color, or national origin. This also includes the hiring process. By providing continuing training, Baderman Island Resort can help ensure hiring practices are also followed. Each of our employees that are fluent in another language receives a bonus due to the additional assistance they can provide our guests. Those who currently employed or in the process of being hired are offered free language classes, which will result in Baderman Island Resort keeping a multi-cultural workforce. These employees will also receive the bonus once they have become fluent in the chosen language. Continuing to educate our employees and hire the most qualified individuals will in a more responsible and caring workforce. A vast portion of Baderman Island’s success and lifespan is a direct result from complying with the laws and regulations in their area. The fact that Baderman Island has expanded since first opening its doors in 1988 and it has plans to continue to expand, reflects the constant attention to the  changing laws and regulations. Baderman Island will continue to be successful if management continues to analyze and reduce compliance challenges. References Jackson, J.H., Mathis, R.L. (2008). Home Resource Management (12th ed.). Retrieved from The University of Phoenix eBook Collection. Moran, J.J. (2008). Employment Law. Employment Challenges in the Business Environment (4th ed.). Retrieved from The University of Phoenix eBook Collection. University of Phoenix. (2014). Baderman Island Resort [Multimedia]. Retrieved from University of Phoenix, HRM420 website. Virtual Organizations Portal., Apollo Group, Inc., Baderman Island. (2012). eCampus: Login. Retrieved from https://ecampus.phoenix.edu/secure/aapd/CIST/VOP/Business/BadermanIsland/internet/index.asp

Interior Design Architecture And Technology Cultural Studies Essay

Interior Design Architecture And Technology Cultural Studies Essay Nowadays, interior design become one of the most important works in the life, it can be define as a profession in relation to each what is going on within the space walls, windows, doors, finishes, textures, light, furnishings and furniture, the design of space inside homes and building such as choice of decor in other hand is the trade of planning the layout and furnishing of an architectural interior. It shows the art of the person and each design shows a particular person and has a distinctive design, even if it has more than one design, but there remains a personal touch shows the designer himself. Interior design is not far removed from the architecture, but is associated entirely. It cannot build without a design from the inside and it cannot also design the building internally without external. Architecture is for us a collective term for the material environment, for interior design, surface engineering, infrastructure, urban planning, landscape and region, but also for their construction and appropriation, for planning, construction, and inhabiting. Theory of architecture is a survey of the built environment by its inhabitants. But we will talk about something different; we will talk about Japanese houses and building that it is famous in its architectural and decorative and we will sort them by the date. There are lot kinds of houses and interiors in Japan. Yamamotos minka is great example, which was functional and built of study local materials. Such a house can be generally divided into two distinct zones. First zone it is the entrance area is called Doma. the sceond zone is the farmhouse usually stands on wooden plinth and includes the living area and bedrooms. another kind is Tsai houses are located in the countryside. In the house there is Tatami, it is used in Japanese style, made from plants and placed on the rooms ground, but it cant place furnitures like chairs and beds because it damage the Tatami. The city of Tokyo, one of the most populated areas civilization on the planet, Tokyo contains a large number of population of some 33 million people and a high percentage of architecture, although the Tokyo dating back to the 17 century to 19 century until it became the capital of Japan, but what little remains of the original architecture because of two: the occurrence of an earthquake in 1923 and World War II, which affected much of the population down to half. Economic development in Tokyo after the war has to show a new city, and vast in area, a magnificent architectural and this remains with the original planning of the ancient city. First, in 2000: Small jewelry store ete is located on the Kotto Dori, is a commercial street of old shops that now contains contemporary decor and breathtaking scenery bright and has done so in the design simple and clear powered lighting: and have been using green light on surfaces instead of using the green surfaces so This creates a sense of color is beautiful, and the impact of hidden in the dÃÆ' ©cor. Ete 2000 This new store for comme des garcons, in the elegant district of Aoyama represents the companys quest for a new concept in shopping premises. Instead of following the pattern of a predefined corporate image, as was the case with stores ten or twenty years ago, the firm now offers a space that can be adapted to every situation, in which design is expressed through a number of subtle nuances. Distorted geometrical forms, bright colors and an austere backdrop are the key elements of this project. Comme des Garcons 2000 Second, in 2001: The designer Issey Miyake that created the new brand name Me Issey Miyake produces only T-shirt made of flexible materials, and thus, is worn by anyone, the concept of this production is applied to the design of the shop, and it has been to maximize the use of available scarce. Me Issey Miyake 2001 Interior design of the Tag Heuer store hours was a find a space to reflect the contemporary, Their Excellencies and technology. Complexity and development of this place, the result of Continuous coating, which led to modernism and reduce lines, and so the customer finds many of the elements that show several meanings: the traditional use of wood in a modern way with the transparent glass plates, walls, and use the beauty of glass and twisted compact (2001) Tag Heuer 2001 Characterized by Street Giza busy supermarkets and malls have massive fronts and neon lights, unlike the street, but the interfaces of sheet metal and curved glass, and austerity. From the inside, however, visitors will see the developed world Merged with the details and equipment such as the auto show Nissan. Nissan gallery Ginza 2001 This project aimed to create an avant-grade, hi-tech look while overcoming the limitations of a narrow lot and preserve the traditional touch of the firm that commissioned the building. The cladding, consisting of prefabricated glass blocks measuring 18 X 18 inches specially made for this project, mark a bright, continuous separation between the tranquility of the interior and the bustle of Ginza, Tokyos most famous shopping district, A sophisticated and flexible articulated steel system was designed to prevent any damage from possible earthquakes. Maison Hermes 2001 the design of night club, in the heart of popular bar district of Shinjuku, had two main objectives, one social and other strictly physical: on the one hand, to create a setting that encourages interaction between customers and waitresses, and, on the other, to conjure up an illusion of spaciousness on premises that are really of limited dimensions and low in height. Curved walls, bright colors and longitudinal perspectives are the main elements used to achieve the desired effect. Club Now 2001 This restaurant, which specializes in thick Japanese noodles, is designed to welcome several groups of guests, while offering each one a setting appropriate to their needs. The project is divided into three distinct areas. One revolves round large central table; a second is a high counter that overlooks the kitchen, while the third is n area with seats, ideally suited to meetings and small parties. Hrenochi Hare Sugamo 2001 Third, in 2002: The border between inside and outside, public and private Hamarek logic in central Tokyo, there is Dentsu tower consists of 48 floors, the line shows the ground until you feel it disappear in the sky, it designed a way that allows the sun to be reflected upon as encountered made of glass that causes for all day. Dentsu Tower 2002 The project of French high school in Tokyo, including the various structures of a portion of an extension, the original design of this school was complicated thing has caused some significant challenges, such harmony with neighboring structures, and integration with the original buildings and expand the free space of the school Building Construction sequence and to create a multi-purpose spaces on the basis of metal and glass structures. Extension of French Japanese High School 2002 This long, narrow basement in a building in the Ginza neighborhood was converted into a distinctive bar using the color red and mirrors as the main design elements. The entrance via a staircase lined with velvet drapes and red lights arouses the visitors curiosity. On the lower level, the space is arranged around a bar and three couches, in the form of a circular niche, that are reflected in the mirror at the far end. Cabaret 2002 Ginto occupies the fourth floor of a building devoted to commerce in Ikebukuro; it comprises a large restaurant divided into various spaces suited for single guests, couples or groups. The name Ginto, which means silver rabbit, served as a reference point in the design process. Silver is present in the main dining room, not only on the walls, furniture and decorative objects but also on the drapes made with silver beads that serve as dividing element. Ginto Restaurant 2002 The overriding aim of this bar is not very different from that of the majority of Tokyos nightspots: the creation of a restful, welcoming atmosphere that provides a relaxing break from the hubbub of the city. In the case of Lounge O, set in the exclusive Aoyama neighborhood, this purpose is fulfilled by means of delicate lighting that emphasizes the interplay of textures and colors in its interior. The main hall marked off into various areas by two glass boxes in the middle of the space that serve as lamps. Lounge 2002 The main characteristics of the brands on sale in this store a distinctive style, a mixture of materials or manufacturing techniques are also the guiding principles of the design of the space. These premises on the first floor of shopping mall in the fashionable Omotesando neighborhood have served as the backdrop for experimentation with the possibilities and combination of materials, with respect to both the proposals of those that existed in the original space. Addition 2002 The project for this hair salon sought to find a feeling of privacy in a space flooded with light that plays with the idea of transparency. The wooden floor in the waiting area combined with the restrained furnishing create an atmosphere more redolent of a hotel reception that a hair salon. The six blowups from Mapplethorpes series of baby Portraits clearly divide the space into three sections: the entrance and waiting area, the shampooing area and hairdressers proper. Bape Cuts 2002 This restaurant, which specializes in traditional Japanese cooking, provides a cozy refuge from the intense bustle outside. It is set on the first floor of a building in Shinjuku, Tokyos most important modern financial district; the atmosphere inside is reminiscent of a typical old-fashioned restaurant. The kitchen, set in the center, in full view of the customers, serve s an axis around which the various dining rooms are organized. The latter are characterized by the predominance of dark wood and soft lighting. Gensai-Ichijyo 2002 Forth, in 2003: Hakuju music hall gives a good feature to enjoy music Lech, not only that, but it has a strong and distinctive image to give the air a musician, but these outlines, it plans fiber glass and cement are the booster, which was used to wearing in the ceiling and walls gives high quality sound configuration optimization. Hakuju Hall 2003 Mars the salon aoyama, the design of this place focused on the creation of space and contains different compositional elements; these elements have been created through a variety of materials such as wood, glass, metals, and also create different effects of light and shade, and used the color white because the white color gives the feeling of calm and hygiene. Mars the Salon Aoyama 2003 the building can be analyzed from a wide range of conceptual and constructional viewpoints, The redefinition of shopping is perhaps most striking on its facade, reminiscent of a kaleidoscope, where the interior and exterior merge to enrich and from part of each other. Technical exploration and innovation are not only evident in this cladding, however, but are also seen in smaller details, such as the resin tables, silicone lamps and polyurethane benches. Parda Aoyama Epicenter 2003 The New Meguro Hotel, the original building used for this project, was put up 35 year ago a long time in a city like Tokyo, which has been devastated by numerous disasters. The surrounding area had become somewhat rundown, but when it was redeveloped the recovery of this distinctive building a necessity. The project conserved its original character but introduced modern touches in an attempt to give this hotel a homely feel. Hotel Claska 2003 This 58-floor multipurpose tower block is the centerpiece of a massive shopping and entertainment complex in the important, central district of Roppongi. Ità ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ãƒ ¢Ã¢â‚¬Å¾Ã‚ ¢s includes offices, a hotel and a theater in base of the building and an extensive museum of contemporary art on the upper stories. The form of the tower and its cladding are derived from Japanese traditions, especially in the reproduction of natural forms by means of geometric patterns. Roppongi Hills 2003 The ASK Academy, belonging to Schwarzkopf, the Garman beauty products manufacturer, consists of a center intended for both training and assessment for customers. Its strategic position in the central neighborhood of Shiodome, coupled with the ample dimensions of the original premises, made it possible to create a comprehensive consultancy. Its design makes use of state-of-the-art materials and techniques to formulate an international, high-tech image, while also allowing great flexibility in the interior spaces, according to their particular purpose. ASK Tokyo 2003 The hairdressers is situated in the Odawara shopping district, on the outskirts of Tokyo. The narrowness of the access and front facade (a mere 10 ft wide) posed a significant design challenge. The project sought to take the fullest possible advantage of the space, emphasizing the interior perspective and continuity by means of gleaming surfaces and curved lines. The translucent glass partitions and furniture reduced to the basic essentials make the interior look bigger. Hair Salon Musee 2003 Fifth, in 2004: The design of this store located on the third floor of the Amara uses light as if it were a solid environment in space. And metals have been used to conceal the folded light, and this helped to light itself known within a store either mirrors and glass as affected in the light is reflected gives effect be felt vastly. M-premier Black 2004 This 20 story building rises up from the previous site of a department store in the Nihonbashi neighborhood, close to several of the citys historic monuments. The design proposes structure that is adapted to the surrounding low buildings and makes it possible to enjoy the expansive panoramic views of area of the area. The project comprises a shopping section in the form of a low, longitudinal volume, the stone-clad heart of the building and a vertical, transparent office block. Nihonbashi 1-chome building 2004 The main design challenge pose by this project for showroom was the creation of an attractive, flexible space with a compelling visual image suited to the display of objects typically found in hotels. The display is organized around a series of spinning objects, which serve as a platform for the exhibits while also being striking sculptural elements in their own right. The theatricality is enhanced by the contrast between the black background of the surroundings and the whiteness of the objects. Spinning Objects 2004 The designer Masamichi Katayama drew inspiration from the name of the brand inhabitant to create a space with references to a domestic setting. A table and a few chairs, rather than a counter, make a visitor feel at home, while a humorous touch is achieved with the sliding doors, which open automatically. To the rear, a stone garden flanked by mirrors and a picture of Mount Fuji, conjure up the feeling of an open space, even though it is in fact a basement. Inhabitant 2004 Sixth, in 2005: This project is a new addition to the list of corporate buildings designed by internationally recognized architects that have been springing up in Omotesando, Tokyos most exclusive commercial district. Its L shape is formed by a folded facade that architecturally interprets the branched structure of a tree. The various shapes produced by the concrete structure, and its great solidity, are emphasizes by hiding the window frames. TODS 2005 this patisserie -the first to be opened in Tokyo by famous pastry chef Pierre Herme is spread over two floors, each clearly defined by its character and interior design. The idea on the ground floor was to create a space that was luxurious while also being relaxed and cheerful, so it is dominated white decoration and bright light. In contrast, upper floor contains the Bar Chocolat, which strives for a highly glamorous setting based on dark colors, patterned glass and mirrors. Pierre herme 2005 In conclusion, interior design and architecture complete themselves, however it is a beautiful world when they fusion with technology.

Literary Critique of Langston Hughes Essay -- essays research papers

  Ã‚  Ã‚  Ã‚  Ã‚  Langston Hughes’s writing showcases a variety of themes and moods, and his distinguished career led his biographer, Arnold Rampersad, to describe him as â€Å"perhaps the most representative black American writer.† Many of his poems illustrate his role as a spokesman for African American society and the working poor. In others, he relates his ideas on the importance of heritage and the past. Hughes accomplishes this with a straightforward, easily understandable writing style that clearly conveys his thoughts and opinions, although he has frequently been criticized for the slightly negative tone to his works.   Ã‚  Ã‚  Ã‚  Ã‚  One of the most predominate themes seen throughout Hughes’s poetry is that of discrimination. Hughes was a leader and spokesman for all underrepresented and mistreated societies, and he frequently questioned and criticized the established beliefs of the majority. He was especially outspoken for African Americans and the working poor. Hughes’s poem â€Å"Ballad of the Landlord† addresses the issue of prejudice in the sense of both race and social class. The lines â€Å"My roof has sprung a leak/ Don’t you ‘member I told you about it/ Way last week?† indicate both the speaking tenant’s predicament and the landlord’s disregard for an individual he obviously views as inferior. Upon confronting his landlord about the issue, the tenant is immediately arrested and tossed in jail. With the lines â€Å"Man threatens landlord/ Tenant held no...

Governess Relationships in Brontes Jane Eyre Essay -- Jane Eyre essay

Governess Relationships in Bronte's Jane Eyre    The Victorian governess suffered socially because of her position. The relationship between her and others that were in her class was strained because of her financial situation. She often suffered from "status incongruity." The relationship between a governess and a gentleman was difficult because she was not his financial equal (Peterson 13). While the relationship was strained in her novel Jane Eyre, Bronte leads us to believe that it is not altogether impossible. When speaking of the governess and relationships we must first deal with "status incongruity" in the novel. There are several instances in Jane Eyre where the social strain is clearly displayed. The scene that takes place just before the charades give us a clear depiction of "status incongruity": Will you play? he [Rochester] asked. I shook my head. He did not insist, which I rather feared he would have done: he allowed me to return quietly to my usual seat. He and his aids now withdrew behind the curtain: the other party which was headed by Colonel Dent, sat down on the crescent of chairs. One of the gentlemen, Mr. Eshton, observing me, seemed to propose that I should be asked to join them; but Lady Ingram instantly negatived the notion. "NO" I heard her say: "she looks too stupid for any game of the sort." (185; ch. 18) "Status incongruity" is well displayed here. Rochester (not willing to exclude her) invites Jane to play charades, but offers no protests when she rejects his offer. Jane does not want to participate because she feels uncomfortable. Avoiding the game of charades was Jane’s way of escaping a situation which might have made both parties uncomfortable. She does not want to be placed in a si... ...ndependency (437; ch. 38). It is only when Jane has money of her own and is re-established in the social class to which she belonged that her marriage is able to take place without objections, or further complications. Bronte takes the impossible relationship, and makes it a reality. She does this, however, without losing the realism of the relationship. Jane Eyre is not a story of Cinderella and Prince Charming, Jane does not get rescued. In fact Jane works her way up the social ladder, accomplishing marriage without the social strain it would have had if she were still a governess.       Works Cited Bronte, Charlotte. Jane Eyre. Ed. Beth Newman. Boston: Bedford, 1996. Hughes, Kathryn. The Victorian Governess. London: Hambledon, 1993. Peterson, Jeanne. "The Victorian Governess." Suffer and Be Still. Ed. Martha Vicinus. London: Indiana UP, 1972.

Women in Bamboozled Essay -- essays research papers

Our team chose to focus on representations of women in Spike Lee’s latest joint, â€Å"Bamboozled†. This theme was attractive to us because we felt the filmmaker had a powerful message to send his audience after viewing the trailer in class. Despite the fact that there is only one woman in a starring role, a multitude of specific and acute ideas are presented by Spike Lee through the film. We were also eager to take advantage of the opportunity to apply what we have learned in class to the thought-provoking and controversial nature of his work.   Ã‚  Ã‚  Ã‚  Ã‚  When reflecting upon representations of women, we felt that a continuous motif of women as puppets is present. The lead female character, Sloan Hopkins, is played by Jada Pinkett Smith. She comes across as being under Pierre Delacroix, or his puppet, from her first appearance in the film. The opening scene of the movie emphasizes this as he is yelling at her for not informing him of a staff meeting. Sloan continually apologizes but, not knowing about the meeting, has no reason to do so. Regardless of this fact, she is put down and silenced by Delacroix. He dismisses everything she says and acts as the voice of authority with no consideration of the actual circumstances. She is merely his puppet who has failed. When Delacroix comes up with the â€Å"Mantan Show† idea, Sloan feels strongly against it. However, she is the one who has to research and come up with historical portfolios for the show. She tries to educat...

Good vs Evil Essay

Going back to as far as we can remember there has always been a battle between good and evil or right vs. wrong. At the end of the day we are all faced with a moment where we must make a decision. A series of made decisions will, as a result, mold our character to somehow define ourselves as either good people or bad people. It is no surprise that this very own reality is the focus on our entertainment as well. We lose ourselves in an action packed film about a superhero saving the world from a villain to spending an evening watching soap operas where Mr. Perfect goes through an injustice as Mr. Wrong in Every Sense takes his woman away from him. But before all of this technology took over, this scenery was given to us in a more witty and creative way. We will discuss these mentioned roles in two superb stories that until this day simply cannot be replaced by special effects and/or exaggerated and unnecessary stunts. Let’s begin by discussing this subject along with one of O’Connor’s masterpieces â€Å" A Good Man is Hard to find†. This is a story without restraint on going straight to the point. We may describe O’Connor’s style of writing as a no apologies type of writing. The story begins by portraying an almost ordinary family. There is a grandmother, who plays the main role, along with her son, daughter-in-law, and grandchildren. This family discusses the possibilities of taking a road trip to Florida whereas the grandmother tries her best to persuade them into not following along with the plans. Being the paranoid elder we read about, she brings up the recent release of a killer and saying how â€Å"I couldn’t answer to my conscience† (449) if her family came across him. Moving on to spoiling the finale, the story ends with every member of the family being shot and killed. Although brutal, it is tied completely to the title as the family comes across a cold hearted, merciless killer who did not care for the pleading of poor old grandma. As previously discussed, this is a classic case of the innocent (good) sadly falling under the mercy of a criminal (evil). O’Connor was an author that wrote with a purpose and meaning behind every story. Even though some may argue about this being simple a story for entertainment, we are able to take a look around and notice that scenarios like the one in the story happen around us sadly. Therefore, the reader can relate and surely sympathize for the family and what they went through. One of O’Connor’s greatest attempt in revealing the mindset behind a character like The Misfit is through one of his final words after killing the grandmother by saying â€Å"She would have been a good woman†¦if it had been somebody there to shoot her every minute of her life† (459). Moving along to Boyle’s â€Å"Carnal Knowledge† we will find a variation of the Right vs. Wrong scenario. In this story we will read about the common scenario of a man, Jim, doing whatever it takes with the purpose of pursuing love in the arms of a very selfish and egotistical Alena. Like many, Jim works hard and enjoys eating meat, as he would love nothing more than to have â€Å"Beef, mutton, pork, venison, dripping burgers, and greasy ribs† (569). But his whole world is turned upside down when he meets Alena, as he was laying on the beach feeling lonesome. In contrast to him, Alena is an animal rights fanatic. Regardless, cupid’s arrow had struck Jim from the moment he laid eyes on her. He tried changing everything about himself to try and win her heart. Jim lost his job, became a vegan, and became part of animal rights protests to impress her. The sad part of the story was not love striking Jim. Instead, Alena being as self involved as she was, did not reciprocate the feelings he had for her. She did not reciprocate anything at all for that matter. After all his effort and attempts, Alena ends up with Rolfe and leaving with him to Wyoming, Along with this devastating heart break for Jim, during their whole friendship he was mistreated and being unfairly dealt by the woman who stole his heart. This is another relatable topic as we see this happen all the time around us or to us in our daily life. We find a relationship where there is and abuser and an abused. There is a relationship where there is right vs. wrong. Good vs. evil and right vs. wrong. We learn about this endless battle through stories, poems, movies, etc. Most importantly, we must treasure the brilliant work from authors like Boyle and O’Connor, which show us some of these scenarios through some of their writing. The same way we recognize the faults and the attributes in these characters, we can learn a thing or two and avoid making the same mistakes or catching ourselves while we still can before we hurt someone or even ourselves. We can all agree that right is most important after all.

Qualitative Analysis Essay

Qualitative is where the results give a colour that you have to match up to a colour chart, or have you have done to see if it is positive or negative with a description of what a positive reaction should look like. This test is less reliable as some colour or positive reaction look similar to each other or the same but by adding different chemicals. An example of qualitative would be a pH test as the result gives you a colour and then you have to match it up to the pH scale to get you final result. Qualitative analysis is used to find out different ion in a given sample. This also analytical chemistry technique, this testing method uses many different tests to get a reaction that would link with different ions. Ions An Ion is an electrically charged particles that are formed when atoms are added or taken way. Metal atoms have positively charged ions and non-metal atoms have negatively charged ions. To work out how many ions a metal and non-metal should have is simple. Metals should have the same amount of charged ions as the group number they are in for example a metal in group 2 will have two positively charged ions. Non-metals should have the same amount of charged ions as the group number they are in but minus eight for example a non-metal in group 5 would have 3 negatively charged ions. Negative ions are called anions and positive ions are called cations. When testing for cations/metals you could use a flame test this is the simplest and quickest way of test for cations another way that you could test for cations is a sodium hydroxide test this test consist of adding sodium hydroxide to test compound when coloured precipitate is formed them stop adding the sodium hydroxide and see what the cation is by using the table below, this table show what colour the precipitate is and any further results.

Visual Puffery in Fragrance Ads

Rollins College Rollins Scholarship Online Faculty Publications 1-1-2012 A study of visual puffery in fragrance advertising: Is the message sent stronger than the actual scent? Mark Toncar Youngstown State University Marc Fetscherin Rollins College, [email  protected] edu Published In Mark Toncar, Marc Fetscherin, (2012) â€Å"A study of visual puffery in fragrance advertising: Is the message sent stronger than the actual scent? â€Å", European Journal of Marketing, Vol. 46 Iss: 1/2, pp. 52 – 72This Article is brought to you for free and open access by Rollins Scholarship Online. It has been accepted for inclusion in Faculty Publications by an authorized administrator of Rollins Scholarship Online. For more information, please contact [email  protected] edu. A Study of Visual Puffery in Fragrance Advertising Is the message sent stronger than the actual scent? Abstract Purpose – This paper investigates visual exaggerations of fragrance advertisements by comparing subjects’ expectations resulting from print ads to their subsequent product evaluations.It then considers whether the actual scents fall short, meet or exceed these expectations. Design/methodology/approach – By means of a semiotic analysis we capture the corresponding literary attributes of the ads to develop adjective pairs describing the meaning of the ads. Interviews are conducted to assess the meaning that consumers draw from the fragrance ads and we supplement these findings by performing a blind olfactory product evaluation of the fragrances. Paired sample t-tests are used to compare ubjects’ ad expectations to their subsequent product evaluation of the actual scent. Findings – Our results show that the visual cues and imagery in the fragrance ads appear, under certain conditions, to result in product expectations that exceed actual product evaluations, suggesting the existence of visual puffery. We also found that the more abstract descriptors of the ad resulted in significantly higher expectations, while the more concrete descriptors resulted in significantly lower expectations than the actual product evaluation.Research limitations/implications – A small sample size of homogenous consumers limits the generalizability of the results. No measures of attitude effectiveness were taken. Practical implications – Visual puffery may be effective and help marketers, even in countries where verbal puffery is illegal, to use another means to reach consumers. Originality/value – This paper investigates an under-researched area in advertising.A multimethod approach and primary data are used to assess subjects’ ad expectations of a fragrance and the actual product evaluation and demonstrates the existence of visual puffery. Keywords Puffery, Advertising, Fragrance, Perfume Paper type Research Paper 1. Introduction Consumer research in advertising has a long history of investigating how the structure of a pers uasive message can influence its effectiveness (Belch and Belch, 2009).One useful way to classify previous research is that which pertains to the verbal aspects of the message, the visual aspects, or research that considers both verbal and visual cues (Stern, 1996; McQuarrie and Mick, 2003a; Stathakopoulos, 2008). Illustrative of the research focusing on verbal cues includes studies focusing on order of presentation of product claims (Kamins and Marks, 1987; Krugman, 1962), whether to include or omit conclusions (Chance, 1975; Kardes, 1988) and the effectiveness of one-sided versus twosided messages (Eisend, 2006; Belch, 1983; Sawyer, 1973).More recently, researchers have begun to focus on the effects of the visual components of advertising such as visual hyperbole (Callister and Stern, 2007) and visual metaphor (McQuarrie and Phillips, 2005) recognizing that both the verbal and visual information presented in an ad can influence the way an advertising message is processed and perce ived (Oliver, 1979; Mitchell, 1986; Edell and Staelin, 1983; Hirschmann, 1986; Smith, 1991; Stern, 1996; Scott and Batra, 2003; McQuarrie and Mick, 2003a; Stathakopoulos et. al 2008).Research addressing deceptive advertising practices has generally focused on the verbal aspects of product claims, and has not often assessed the role that visuals can play in communicating deceptive, misleading or inaccurate information. This is especially true regarding investigations of puffery in advertising. The purpose of this paper is to introduce and discuss the concept of visual puffery, and to examine whether exaggerated and unsubstantiated product claims can be communicated to consumers using visual imagery.Specifically, the objectives of this research are twofold; first, to examine how advertisers are using visual appeals to generate sensory expectations by consumers. Second, we explore the relationship between the sensory expectations that are created in the minds of consumers by the advert isements and consumers’ subsequent product evaluation. In so doing, we seek to identify and measure the extent to which viewers’ expectations developed in response to an ad differ from their subsequent evaluation of the actual product in the ad and whether visual puffery exists. . Literature Review 2. 1. Visuals in Advertising Historically, advertising research has been dominated by investigations that focused on the verbal content of advertisements. With regard to magazine advertising, this has generally referred to investigations involving the headlines and body copy and investigating how specific linguistic elements affect the processing of advertising information.Illustrative of these studies are the works of Leigh (1994), who investigated the use of figures of speech in magazine headlines, McQuarrie and Mick (1996) who examined the use of figures of speech in advertising language, Djafarova (2008) who investigated the use of puns in advertising, and Mothersbaugh, Huhmann and Franke (2002) who explored the effects of rhetorical figures on consumers’ processing effort and focus.Visual elements of advertisements, such as pictures or symbols are also an important component of many advertisements, and the role of imagery in shaping consumer response and behavior has only recently begun to receive the same degree and sophistication of research attention as the verbal elements in advertising (McQuarrie and Mick, 1999; Fetscherin and Toncar, 2009). The importance of visual imagery in advertising has been ecognized since the 1970s when Rossiter and Percy (1978; 1980; 1981) proposed the visual and verbal loop theory which showed â€Å"that visual content in advertising is just as capable of increasing the consumer’s product attitude as is verbal content† (Rossiter and Percy, 1980, p. 15). Since then it has become clear that visual elements can be effective tactics to achieve a range of advertising objectives, including belief acce ptance and change (Miniard et al. , 1991; Mitchell and Olson 1981; Peracchio and Meyers-Levy 1994) and memory (Childers and Houston, 1984).Messaris (1997) discusses in his book that magazine ads, and other forms of advertising, often convey meanings that cannot be expressed as well, or at all, through words. As the book title suggests, â€Å"Visual persuasionâ€Å" is an exploration of these unique aspects of advertising. Using a range of methodologies, illustrative research on the topic includes investigating the effects of visual hyperbole (Callister and Stern, 2007) and visual metaphor (McQuarrie and Phillips, 2005), ethical issues that arise from visual representations in advertising (Borgerson and Schroeder, 2002), the visual imagery and epresentation of the male body in advertising (Schroeder and Zwick, 2004), and using interpretive methodologies from art and literary criticism to explore the meanings in advertising imagery (Stern and Schroeder, 1994) to mention only a few. A more recent trend is to build upon theories of verbal rhetoric to understand the effects of visuals in advertising (Scott, 1994; McQuarrie and Mick, 1999; van Enschot, Hoeken and van Mulken, 2008; Stathakopoulos, Theodorakis and Mastoridou, 2008; Phillips and McQuarrie, 2004).The growing consensus, regardless of the methodological tool used, is that visual imagery is a nearly ubiquitous and powerful influence in advertising. In sum, there are several theories which model the way visual elements in advertising affect consumer response including classical conditioning (Rossiter and Percy, 1978; Shimp et al. , 1991), the visual and verbal loop theory (Hansen, 1981; Rossiter and Percy, 1980), the attitude towards the ad or affect-transfer theory (Mitchell, 1986; Shimp 1981), information processing theory (MacInnis and Price, 1987), and the elaboration-likelihood model (ELM) (Petty et al. 1983) which demonstrated both central and peripheral routes to persuasion. Vaughn (1986) developed the FCB grid as a framework for developing creative advertising strategies and this has been extended further by Rossiter et al. (1991) who created the Rossiter-Percy grid (Mortimer, 2002). As Scott (1994, p. 256) noted, these theories â€Å"have been investigated in overlapping ways, which makes it difficult to stipulate distinct theoretical boundaries†. Moreover, Scott (1994, p. 258) suggests that â€Å"a second area of research can be characterized by a broad methodological orientation rather than by a unified theory†.In fact, there are different interpretative theories and approaches to analyze visual elements of advertising (McQuarrie and Mick, 1999). The four most common are the following. First, the archival tradition is perhaps the oldest one whereby large samples of advertisements are gathered and content analysis is used to examine the frequency with which various types of visual elements appear (Harris and Attour, 2003; Seitz, 1998; Scott, 1994). Second, th e experimental tradition systematically varies either the presence or absence of pictures per se (McQuarrie and Mick, 1999).The third is the readerresponse approach which seeks to uncover the meanings that consumers draw from the ads (Mick and Buhl, 1992; Scott, 1994). Extended interviews are used to understand the rich and complex interplay between elements of the ad and consumer perception. Finally, the text-interpretive approach draws on rhetorical and semiotic theories to provide a systematic and nuanced analysis of the individual elements that make up the ad (Scott, 1994; McQuarrie and Mick, 1999).A few studies (Corbett, 1990; McQuarrie and Mick, 1999; Morgan and Reichert, 1999; McQuarrie and Mick, 2003a; McQuarrie and Phillips, 2005) have used visual rhetoric analysis, an interpretative theory, in advertising research. Phillips and McQuarrie (2002) show that metaphors and hyperbole, which are figurative expressions that involve intentionally exaggerated statements (visual or v erbal), appear in 17. 3% of advertisement pictures and 44% of headlines and have increased steadily since the 1960s. More recently, Callister and Stern (2007) looked at the use of visual hyperbole as an intriguing form of exaggeration in advertising.To do so they focused on the description of the rhetorical figures present in ads. Like rhetoric analysis, semiotic analysis can also be used by the researcher to assess the effects of images and symbols. Both, rhetoric and semiotics are text-centered approaches (McQuarrie and Mick, 2002). As such, â€Å"they make relatively simple and straightforward assumptions about the human system, concentrating instead on the development of elaborated structures that can be used to differentiate types of visual content in advertisements† (McQuarrie and Mick, 2003b, p. 192).The current study assesses visuals in advertising using two approaches. First, we use a text-interpretive approach by means of semiotic analysis (ad system) to identify, c apture and to generate the corresponding literary attributes that describe the most prevalent signs within the visual message. Second, using a reader-response approach, we conduct personal interviews to learn the meanings that consumers draw from the ads and take the perspective of a human system. We supplement these findings by performing a blind olfactory evaluation of the fragrances. 2. 2.Puffery in Advertising The concept and use of verbal puffery in advertising has been extensively researched in the past few decades. It is widely understood to refer to exaggerated or unsubstantiated advertising claims. The Federal Trade Commission (FTC) defines puffery as a â€Å"term frequently used to denote the exaggerations reasonably to be expected of a seller as to the degree of quality of his product, the truth or falsity of which cannot be precisely determined† (DeFrancis, 2004, p. 10). Illustrative of the extensive research on the topic are the early works of Preston (1967), Pre ston and Scharbach (1971), and Richards (1990) among others.For example Preston (1996) and Richards (1990) investigate the role of puffery as it relates to deception and consider whether puffery constitutes deceptive advertising. Puffed claims, while obviously untrue, are typically not considered deceptive because, by definition of the FTC, puffed claims are subjective claims that no reasonable person would take to be literally true. While the FTC has taken the position that puffery is not deceptive because it does not work, empirical research has not generally supported this (Kamins and Marks, 1987).Moreover, and as Haan and Berkey (2002) argue â€Å"if puffery does not work, salespeople and advertisers would not use it† (p. 245). Some researcher demonstrated that under certain conditions consumers believe exaggerated claims (Cunningham and Cunningham, 1977; Rotfeld and Rotzoll, 1980; Rotfeld and Preston, 1981; Olson and Dover, 1978; Kamins and Marks, 1987; Wyckham, 1987; Ha an and Berkey, 2002; Cowley, 2006) while others shows that while consumers are able to identify an exaggerated claim, the evaluation of the brand was still more positive when puffed claims were used (Cowley, 2006).Still other research suggests exaggerated claims can produce negative effects (Vanden Bergh and Reid, 1980b). Studies have looked at the effects of puffery on product attitude and purchase intentions (Kamins and Marks, 1987), or considered the use of puffery in ads for specific product categories such as ball point pens (Kamins and Marks, 1987, Vanden Bergh and Reid, 1980b) or automobiles (Vanden Bergh and Reid, 1980a; Vanden Bergh et al. , 1983) for example.In addition, there is ample evidence that verbal puffery influences pre-purchase (Oliver, 1979) as well as post-trial product evaluations (Olshavsky and Miller, 1972; Anderson, 1973; Kamins, 1985; Olson and Dover, 1978; Oliver, 1979). In sum, theses studies suggest that verbal puffery enhances pre and post-trial produc t ratings relative to trial alone and that, in certain conditions, this effect increases as the puffery becomes more exaggerated (Kamins and Marks, 1987). This last observation brings up an interesting issue regarding the effectiveness of different degrees of puffery.Preston (1996, 1998) introduced six categories of verbal puffery, based upon the strength of the assertion made in the puffed claim. He named the categories â€Å"best†, â€Å"best possible†, â€Å"better†, â€Å"specially good†, and â€Å"subjective qualities†. Haan and Berkey (2002) investigated the believability of each of the six forms of puffery and found that in all but one category, â€Å"consumers do not strongly believe or disbelieve puffed statements† (Haan and Berkey, 2002, p. 251). They concluded their findings were generally onsistent with Beltramini and Evans (1985) who suggested the consumers are â€Å"tired of overused techniques in advertising and, as a result, see little difference in the believability from one advertisement to the next† (Haan and Berkey, 2002, p. 251). A careful inspection of Haan and Berkey’s (2002) results yields an interesting observation. The only category of puffery that affected subjects’ beliefs was the subjective claim category, which, according to Preston (1996), represents the weakest form of puffery. While he other five types of puffery all involve the use of verbal superlatives and exaggeration, the subjective claim puff is one which makes a subjective assertion about the product with no implicit or explicit reference to the product. This suggests that advertisers of consumer products, who rely heavily on subjective claims, as is the case for fragrances, should be wary of delivering these claims using verbal puffery. Furthermore, and as stated by Haan and Berkey (2002), consumers’ beliefs about an advertisement are related to factors other than the verbal puffed claims made about t he product.This is important for our study as we argue that this could encourage advertisers to communicate claims about subjective product benefits by using visual rather than verbal puffery. 2. 3. Personal Fragrance Advertising Fragrance advertising represents a significant portion of ad pages and spending, estimated to be in the billions of dollars. Print advertising of fragrances poses additional challenges compared to many other products for the following three main reasons. First, fragrances have no significant functional benefit and are very intimate purchases where preferences are personal (Busch, 2003).Since odors stimulate the part of the brain responsible for emotional responses, olfaction represents a different path to the consumer than is afforded by other types of cues (Ellen and Bone, 1998). According to Kirk-Smith and Booth (1987), the emotional response generated by a scent depends on â€Å"the complex meaning of previous social experience with odors† (p. 159 ). The emotional aspect of odors may therefore influence a consumer’s attitude and motivation to purchase through the associations it evokes.Second, because perfume, like many other products and services, is not purchased based upon the functional benefits they provide, advertising a perfume represents a special challenge for marketers because they cannot sell their product based solely on its features. Instead, fragrance marketers speak to people’s fantasies, and attempt to create a sensual â€Å"mood† using a variety of visual and verbal tactics, including metaphors and other figures of speech as well as a broad range of visual symbols that can often best be understood using a semiotic analysis approach (Toncar and Munch, 2001). Third, it is difficult to ommunicate a taste, or in our case a scent in a print ad. This is compounded by the fact that the actual scent of a perfume is only one of a number of salient cues that affect product purchase, many of which a re introduced and communicated in the ads. The ad can depict a photograph of the bottle, might include a scent strip in magazine advertising, making a nebulous product a bit more substantive, or use a variety of rhetorical techniques to tap into the human capacity for multi-sensory perception and provoke the consumer to actually envision the scent based on coded images and signs embedded within the print advertisement.In this regard, much fragrance advertising can have transformational effects. Transformational advertising (Wells, 1980) is effective by â€Å"developing associations with the brand use experience that transforms that experience into something different than it would be in the absence of the advertising† †¦ â€Å"transformational advertising creates, alters, or intensifies feelings† (Aaker and Stayman, 1992, p. 239) and attempts to move the consumer emotionally to a point of greater product acceptance (Cutler et al. 2000). In that respect, transforma tional advertising enhance mostly hedonic and symbolic benefits but does not appear to affect evaluations of functional benefits (Naylor et al. , 2008). Drawing on biology, psychology, and rhetorical techniques, print advertisements for fragrances are generally quite artistic. For this reason, the text interpretative analysis of the semiotic relations among key elements of the ad is a suitable approach to gain insights about the messages being conveyed in the ads.Busch (2003) explains that the human senses do not work independently, but in tandem to influence desires, decisions, and emotional responses and this feature of human perception suggests that fragrance advertising using linguistic and visual cues actually has the power to affect consumer expectations and convey the scent of the advertised fragrance. Ellen and Bone (1998) showed that the addition of a more congruent scratch-and-sniff panel to a fragrance advertisement improves attitude toward the ad or the brand.Lambiase an d Reichert (2003) used rhetorical analysis to explore sexually oriented appeals in fragrance advertisements. Moriarty (2006) showed how semiotics can be used in advertising to create meaning that does not naturally exist and Clare (1998) demonstrated the usefulness of semiotic analysis for men’s fragrance advertising and showed that signs or cues in the ad provide a favorable image of the product. Studies from the Advertising Educational Foundation (2006) as well as Ellen and Bone (1998) discuss the growing emphasis on olfactory cues for differentiation in modern advertising. 3.Methodology The objectives of this paper are to investigate: (1) how fragrance advertisers are using visual appeals to generate sensory product expectations and (2) the relationship between the product expectations resulting from the ad and the corresponding product evaluations. This task is somewhat complicated by the subjective nature of the meanings generated by the visuals in the ad as well as the scent of a fragrance. To address this issue, we will use the same set of literary attributes when assessing and comparing viewers’ product expectations based on an ad with their subsequent product evaluation of the fragrance.The extent to which consumer expectations based on the ad exceed their subsequent product evaluations can be viewed as a form of visual exaggeration, or perhaps visual puffery. This basic rationale, that puffery may be conceptualized and even quantified as the extent to which expectations of a product arising from an ad exceed subsequent product evaluations seems reasonable. A similar approach has been used in other studies, including McQuarrie and Mick (1999). Visual claims that, if believed, result in expectations on the part of viewers that exceed the capabilities of the product fit the accepted definition of puffery.As mentioned previously, in this study we assess visual puffery in magazine advertising using a multi-method approach. First, we use a te xt-interpretative approach by means of a semiotic analysis to identify, capture and to generate the corresponding literary attributes that describe the most prevalent signs within the visual message (ad system). This gives us the descriptors of product attributes and therefore the literary attributes to be evaluated and on which visual puffery was assessed. Second, we use a reader-response approach by means of personal interviews to assess the meaning that consumers draw from the ads (human system).In addition, these findings are supplemented with an actual product test by means of a blind olfactory evaluation of the fragrance. This multi-method approach builds on previous studies to show the value of this approach for consumer research (McQuarrie and Mick, 1999). 3. 1 Semiotic Analysis The literary attributes were developed using a semiotic analysis of the three ads chosen. Semiotic analysis can be used to decode the meaning of advertisements. It is an approach that seeks to interp ret messages in terms of their signs and patterns of symbolism (Moriarty, 1995).Everything in an advertisement, such as the model’s hair and clothing, the ad’s color palate, the lighting and the objects featured in the advertisement, functions as a signifier of something else. All forms of semiotic analysis consider each aspect of the ad in question to be important for the generation of meaning. Semiotic analysis begins with the listing of all of the signs, structures, and codes embedded within the text (Lawes, 2002). Another important part of semiotic analysis involves looking at contrasts and implied contradictions.The structural methods employed by many semioticians involve the study of paradigms as binary or polar oppositions (Chandler, 2001), and there are many contrasting pairs that can be recognized in advertisements. Male/female appears to be the most central opposition, since male and female sexuality is connoted from their pairing in the advertisements. The o bjective of an advertisement, for example, could be to bring male and female together through the use of the product by the woman to attract the male. The subsequent â€Å"power† the woman has over the man, or vice-versa, leads us to the next noticeable opposition; dominant/subordinate.The woman can dominate the subordinate man, or the opposite may occur. Black/white and mind/body are also binary oppositions; the text or background is presented in black and white. And of course, the reverse may also be true. The researchers used a semiotic analysis of the three ads and the following attribute-adjectives pairs were generated that describe the range of meanings of the three selected ads. These are â€Å"adjective pairs† and not â€Å"polar opposites† in the literary sense and are meant to be, to some degree, synonyms rather than antonyms, describing similar, not opposite aspects of the ads.The selected pairs of adjectives were used to identify the elements of visu al imagery in the ads and subsequently also in the product evaluation. They are summarized in the following Table I. Table I. Adjective Pair Light/Understated Bold/Powerful Arousing/Sensual Romantic/Feminine Playful/Flirtatious Mysterious/Exotic Earthy/Musky Fruity/Tasty Medicinal/Bland Velvety/Creamy 4. Data Collection We gathered primary data by means of structured interviews (survey) of potential consumers. The first section of the questionnaire focused on purchasing habits and fragrance use.In the second section subjects were shown a copy of a fragrance ad and were asked to answer questions pertaining to that ad. The questions required subjects to describe how they envisioned the scent by identifying their expectations using the adjective pairs, resulted from the semiotic analysis, on a five point Likert scale anchored by â€Å"strongly disagree† and â€Å"strongly agree. † This process was then repeated with the remaining two ads. The third section tested subjects ’ actual olfactory perceptions of each of the three fragrances. The subjects were asked to perform a blind olfactory evaluation of the fragrances.They were asked to describe each scent using the same adjective pairs and scale so that their actual product evaluations could be compared to their expectations. This procedure was then repeated for the remaining two fragrances. Respondents were provided a small vial of coffee beans to smell between each fragrance sample, in order to clear the olfactory palate and minimize the likelihood of scents mixing or getting confused. The order of presentation of both the ads and the fragrances was randomly selected to prevent any ordering effect. Finally, socio-demographic information was collected.Three different full-page advertisements for women’s fragrances from Vogue magazine were selected for this study. Vogue was used for several reasons; it is one of the oldest fashion magazines in the market (since 1892), the target audience is females, it is widely accepted as the â€Å"Fashion Bible† or â€Å"Style Bible†, and it is one of the most influential fashion magazines in the world (Weber, 2006). Moreover, it is among the top 10 magazines in the US in terms of ad pages and is also the leading magazine in terms of advertising revenue and circulation.The three advertisements used in this study were: (1) Red Delicious by DKNY, (2) Hypnose by Lancome Paris, and (3) Euphoria by Calvin Klein. Fragrances were selected as a product category because of the intensely visual imagery that is often utilized to communicate intangible product benefits as mentioned above. The specific ads were selected primarily due to the relative absence of verbal cues which may explain why these ads appeared not only in the US edition of Vogue but in many international editions as well (Vogue UK, Vogue France, and Vogue Australia, and Vogue Italy). The actual ads used in this research are reproduced in Figure I.Take in Figur e I Three ads were chosen for several reasons. First, we believed that multiple ads would provide a more broad inspection of our research objectives than a single ad. However, we were concerned that too many ads and their associated fragrances would overwhelm the respondents’ senses of smell and impair their ability to accurately evaluate the fragrances, a key objective in our research. Finally, related studies used similar number of ads per respondent (Kamins and Marks, 1987; Vanden Bergh and Reid, 1980b; Rothfeld and Rotzoll, 1980; Wychkam, 1985; Ellen and Bone, 1998; Schmitt et al. 1995; McQuarrie and Mick, 1999; Cowley, 2006). The target audience of women’s fashion and beauty magazines such as Vogue is generally fashion-conscious women under the age of 45. Vogue, specifically, reports that the average age is 34 and that 63% of its readership is between the age of 18-49 (Conde Nast Digital, 2009). In addition, approximately 75% of perfume purchases in the United Sta tes are made by women under the age of 25 (Busch, 2003). This suggests that young women are a representative and suitable sample for this research. It should be noted that many studies used student samples (e. . , Vanden Bergh and Reid, 1980b; Kamins and Marks, 1987, McQuarrie and Mick, 1999; Cowley, 2006) compared to ours which is based on consumers. The survey instrument and procedures were pre-tested with a sample of sixteen women to identify problems prior to the actual interviews. Finally, 75 young women below the age of 25 were randomly interviewed outside a major upscale shopping mall near a metropolitan city located in the southeastern part of the United States. Cronbach’s alpha was used to assess the reliability of the measurement items used.The overall alpha for all the scales was 0. 85. The alpha for the ad rating scales was 0. 72, and 0. 73 for the fragrance rating scales. This suggests the measurement scales exhibited acceptable reliability. 5. Results 5. 1. Desc riptive Statistics Table II presents basic descriptive statistics about the respondents that illustrate their similarity to the target market of these fragrances and advertisements. The age, household income, frequency of travel and enjoyment of cultural visits such as museums and the theatre are provided in the table.Table II. Descriptive Statistics Demographic Characteristic (n=75) Age 17 18 19 20 21 22 23 Household Income $0- $25,000 $25,001 – $50,000 $50,001 – $75,000 $75,001 – $100,000 $100,001 and above Travel Never Percentage 1% 16% 36% 24% 12% 8% 3% 7% 20% 8% 15% 50% 4% Culture Visits Seldom Occasionally Often Frequently Never Seldom Occasionally Often Frequently 12% 39% 20% 25% 3% 12% 36% 31% 18% The self-reported annual household income was generally consistent with the average household income of the typical Vogue readership.The same applies to the travel habits as well as cultural activities, such as visits to museums, art galleries and theatrical pe rformances. Overall, our analysis indicates that our sample is similar to the readership of Vogue. Ninety-two percent of our sample reported buying a fragrance for themselves at least once each year and over 50% reported buying at least twice each year. Eightythree percent reported that they read a fashion/beauty magazine at least once each month and 55% reported reading one at least twice each month.This information suggests that the women in our sample appear to have substantial exposure to magazine fragrance advertising. 5. 2. Viewers Expectations and Evaluations Since prior knowledge of, or experience with the ads or fragrances used in the experiment could have an impact on subjects’ expectations and product evaluations, we first asked respondents whether they had seen each ad and whether they recalled smelling each fragrance. The responses of the women who reported either seeing one or ore of the ads or smelling one or more of the fragrances were compared to the response s of the women who reported no previous exposure to either the ads or the fragrances. There were no significant differences between the two groups. While this result allows us to consider our sample as one relatively homogeneous group, it is at the same time somewhat troubling as this seems to suggest that prior exposure to the ads and/or the fragrances in this study did not affect subjects’ perceptions of either the ads or the fragrances.One explanation is that there are hundreds of different fragrances and ads out in the market, while our study is limited to three fragrances and ads. Furthermore, those subjects who were exposed to the ads and/or fragrances prior to our study either did not recall or recognize it, especially this might be the fact in the case of the blind olfactory test, or respondents did not integrate the prior ad and fragrance information into their consciousness based on the parameters established by our dependent measures.Table III summarizes the averag e rating of the subjects’ expectations resulting from the advertisement (â€Å"Ad†) as well as the average rating of the subsequent product evaluations (â€Å"Fragrance†) for the three ads and their respective fragrances. Table III. Advertisement and Fragrance Evaluations Mean values Light/Understated Bold/Powerful Arousing/Sensual Romantic/Feminine Playful/ Flirtatious Mysterious/ Exotic Earthy/Musky Fruity/Tasty Medicinal/Bland Velvety/Creamy Red Delicious Ad Fragrance 2. 31 3. 41 3. 80 2. 81 4. 04 3. 31 3. 81 3. 51 4. 09 3. 61 3. 28 2. 65 2. 15 2. 43 3. 68 3. 41 1. 60 1. 97 1. 79 2. 28 Hypnose Ad Fragrance 3. 9 3. 04 2. 89 3. 13 3. 65 3. 11 4. 03 3. 55 3. 43 3. 12 3. 52 2. 95 2. 33 2. 65 2. 31 2. 47 1. 80 1. 93 2. 47 2. 61 Euphoria Ad Fragrance 2. 43 2. 60 3. 80 3. 60 4. 31 3. 28 3. 95 3. 49 3. 63 3. 17 3. 96 3. 15 2. 77 2. 72 2. 13 2. 53 1. 72 1. 89 2. 76 2. 40 Since subjects reported both their fragrance expectations and subsequent product evaluations using the same set of scale items, paired sample t-tests were used to consider whether the ads generated scent expectations that fell short, met, or exceeded subjects’ actual product evaluations. The tables that follow summarize the similarities and differences between the xpectations that were generated in response to the ads and the subsequent product evaluations in response to the blind olfactory tests. 5. 3. Red Delicious Results Subjects’ responses to the Red Delicious ad/scent pairing indicated significant differences between subjects’ expectations and product evaluations in eight of the 10 adjective pairs. In five of the pairs, Bold/Powerful, Arousing/Sensual, Romantic/Feminine, Playful/Flirtatious and Mysterious/Exotic, the expectations generated in response to the ad exceeded the subsequent olfactory evaluation of the fragrance.In three pairs, Light/Understated, Medicinal/Bland and Velvety/Creamy the olfactory evaluation exceeded expectations. It appears tha t based upon their exposure to the ad, respondents expected the fragrance to be more powerful, sensual, feminine, flirtatious and exotic than they ultimately evaluated the fragrance to be. Conversely, the actual fragrance appears to have been lighter, more velvety and understated than subjects expected it would be. These results are summarized in Table IV below and are addressed at greater length in our discussion section.In the table, the expectation/evaluation pairs that differed significantly (p Fragrance (Visual puffery) Ad = Fragrance (match) Ad < Fragrance Total Red Delicious 5 2 3 10 Hypnose Euphoria 4 5 5 4 1 1 10 10 Total 14 11 5 30 There is sparse evidence that the ads used in this research generated accurate expectations. Instead, there is more evidence that the ads generally resulted in higher expectations among subjects, expectations that were not met when subjects actually used the products. Almost half (14) of the paired comparisons resulted in significantly higher ex pectations than product evaluations.One interpretation of this observation is that the visual imagery in the ads communicated exaggerated claims about the product benefits. Across all three fragrances, the expectations generated by the ads that related to the adjective pairs of Arousing/Sensual, Romantic/Feminine, Playful/Flirtatious and Mysterious/Exotic were all significantly greater than subsequent product evaluations. Interestingly, all four adjective pairs seem to be unambiguously favorable characteristics of perfume. A careful inspection of our results yields one additional intriguing observation.Each of the ten adjectives pairs can be categorized as pertaining to either concrete or abstract descriptors. The first six (Light/Understated, Bold/Powerful, Arousing/Sensual, Romantic/Feminine, Playful/Flirtatious, Mysterious/Exotic) are more abstract and symbolic descriptors, while the remaining four (Earthy/Musky, Fruity/Tasty, Medicinal/Bland, Velvety/Creamy) are more concrete. A cross all three ad/fragrance pairs, we observed that in most cases, for the abstract descriptors the ads generated significantly higher expectations that exceeded the actual product evaluation.In contrast, for the concrete descriptors we observe that the expectations in response to the ads fell short of actual product evaluation. We discuss this result further in the next section. 6. Discussion Readers of magazine advertisements may not overtly recognize the visual themes and messages in an advertisement that emerge from a semiotic analysis. However, if the visual and symbolic message of the ad is successfully delivered and therefore understood, implicitly or explicitly by readers, the ad can convey expectations of the product that exceed, fall short of, or match consumers’ subsequent evaluation of the product.To convey a weaker message risks developing expectations that may be insufficient to prompt consumers to consider purchasing the product. However, to convey expectation s beyond the product’s ability to satisfy these expectations risks dissatisfied customers who try or purchase the product with certain expectations of its performance, but who ultimately learn that the product will not meet their expectations. Taken together, our results suggest that the visual imagery in magazine advertising for fragrances can be effectively used to make claims about product features and benefits that are not substantiated through actual trial of the product.This brings up the real and intriguing possibility that visual imagery can be used as a mechanism of puffery; making superlative, exaggerated claims that are not substantiated. To our knowledge, the existence and effectiveness of visual puffery has not been previously investigated despite a call made already by Richards and Zakia (1981) in the early 1980s, that pictures and symbols should be regulated as vigorously as words as well as the decision of the 2nd U. S. District Court of Appeals in Manhattan w hich ruled that puffery can include visual depictions.Moreover, this also poses interesting questions for policy makers because, in contrast to verbal puffery, which according to FTC is recognizable by reasonable consumers and cannot lead to deception (Kamins and Marks, 1987), visual puffery is not immediately recognizable. Typically, puffed claims have been expressed verbally, in the form of superlatives. Verbal puffed claims are, at least in the United States, legal and acceptable because they are considered by the FTC as the language of advertising and consumers understand as much and are not deceived by puffed claims.This doesn’t mean that there are any cultural, ethical or visual issues related to this (Borgerson and Schroeder, 2002; Schroeder and Zwick, 2004; Schroeder, 2005; Schroeder and Borgerson, 2005). As Schroeder and Borgerson (2003) noted, visual issues often are overlooked in advertising research despite their importance in meaning creation (p. 68). Our study i s therefore noteworthy as it contributes and extends existing literature by suggesting the existence of another important form of puffery, which we refer to as â€Å"visual puffery†.In many cases, the visual cues and imagery in the ads used in this research appeared to generate product expectations that were not met when the product was used. This is both intriguing and perplexing and suggests potential legal implications as well. In short, while verbal puffery is legal in the United States because it is presumed to not be effective by FTC, visual puffery may be quite effective and might help marketers, and specifically in countries where verbal puffery is illegal, to use another means to reach consumers.This study provides a first step toward understanding and assessing visual puffery and we encourage further research in that direction. Given the ubiquitous use of imageryladen ads in the promotion of personal fragrances, the larger question may be why and how visual puffery, in which type of ads, other type of products and consumer segments, is effective? One plausible explanation is that fragrances are somewhat of a fantasy product, intimately connected to the self-esteem or self-image and perceived desirability and attractiveness of the buyer.Consumers are not buying the fragrance alone, but the imagery that becomes intimately associated with the fragrance. While we offer some evidence in this paper related to fragrances, it is an idea that merits further consideration and research. It seems likely that the purpose of fragrance ads is to captivate attention, to stimulate interest and desire ultimately leading to purchase intention and behavior. It can also help to build brand awareness, to develop and reinforce brand image and brand personality.It is plausible that fragrance advertising leads to product trial, and product trial is then influenced by the imagery created in the advertising. In one sense, consistent with the concept of transformational advertising, we can argue that the visual imagery in the ad creates an intangible product benefit, the presence of which is either supported or refuted at the time of product trial. When consumers actually try the scent, they may associate the scent with the visual imagery that they have been previously exposed to.They may also associate the scent with the overall brand image, particularly if that image is well-established and understood, such as Calvin Klein. This suggests a somewhat symbiotic relationship between the visual imagery in the ad, the overall brand image and the actual fragrance of the product. A consumer who tries a fragrance in a store often does so with prior knowledge of the brand and after prior exposure to the ads or the fragrance. The scent of the fragrance might become closely associated with the brand image, the visual imagery in the ad, or both.The scent, therefore, becomes mysterious, or sexy, or exotic, because it is depicted that way in the ad and reinforc ed by the overall image of the brand. Future research should explore the existence of this symbiotic and interdependent relationship. 7. Conclusion This study contributes and extends existing literature by suggesting the existence of visual puffery. Our results show that the visual cues and imagery in the fragrance ads appear, under certain conditions, to result in product expectations that exceed actual product evaluations, suggesting the existence of visual puffery.The adjective pairs that represented abstract descriptors accounted for nearly all of the instances in which expectations of the ad exceeded product evaluations. For Red Delicious it was 83%, for Hypnose and Euphoria it was 100% of the adjectives pairs which were significantly different. In contrast, for adjective pairs that represent concrete descriptors, in most instances (Red Delicious 100%; Hypnose 100%, and Euphoria 50%) we observed that product evaluations exceeded the ad expectations.One interpretation of this re sult is that the evaluation of these attributes may be significantly more subjective and therefore more difficult than evaluating more concrete attributes. A second possible explanation has its origin in the work of Haan and Berkey (2002). Recall that in their research, only the weakest puffs, subjective claims, influenced claim believability. Respondents in their experiment found subjective claims to be more unbelievable than the other five types of puffery claims. In our research, respondents’ expectations regarding the abstract (subjective) descriptors were generally not met.We put forth this observation merely as an intriguing idea for future research investigating the relationship between the level of abstraction of a visual puffed claim and subsequent product evaluations. As with all research, there are certain limitations which must be noted. First, we used a carefully controlled setting, with one consumer product for one consumer segment, and based on three magazine a dvertisements. Our results cannot be generalized beyond the product category nor beyond the consumer segment used in this study in the context of magazine print advertisements.Future research should investigate other product groups (e. g. high versus low involvement products), consumer segments (e. g. , male vs. female), gender in ads, ads from different countries and in different cultural settings. Second, one unanswered question is whether the high expectations of viewers influence their purchasing intention and ultimately behavior and if so, to what extent. This research did not explicitly address this issue and future research should investigate that. Third, semiotics is a qualitative research method that is inherently subjective.By arguing for the presence of visual puffery, we are, in some sense, translating a legal term into behavioral variables that can then be identified and measured. We acknowledge that, given the subjective nature of the analysis, other adjective pairs ma y have been identified by other researchers. Moreover, while primary interview data provides the most relevant and meaningful data for this analysis, we recognize that this is represents a double-edged sword, in that the results must be interpreted with caution.Fourth, we did not include specific measures of the advertising effectiveness of the ads, attitude towards the ad, attitude toward the brand and purchase intentions and hence we can make no claims about the ultimate effectiveness of visual puffery. Instead, we offer some evidence of its existence which should serve as a starting point for future research about this topic. References Aaker, D. A. and Stayman, D. (1992), â€Å"Implementing the Concept of Transformational Advertising,† Psychology and Marketing, Vol. 9 No. 3, pp. 237-253.Advertising Educational Foundation (2006), â€Å"Erotic History of Advertising: The Aromatic Aphrodisiacs†, available at: http://www. aef. com/on_campus/classroom/book_excerpts/data /2476/:pf_printable ? (Accessed 15 November 2009). Anderson, R. E. (1973), â€Å"Consumer Dissatisfaction: The Effect of Disconfirmed Expectations on Perceived Product Performance,† Journal of Marketing Research, Vol. 10, February, pp. 38-44. Belch, G. E. (1983), â€Å"The Effects of Message Modality on One- and Two-Sided Advertising Messages,† in Advances in Consumer Research, 10, Ed Richard P. Bagozzi and Alice M. Tybout (Ann Arbor: Association for Consumer Research), pp. 1-26. ________________ and Michael A. Belch (2009), Advertising and Promotion: An Integrated Marketing Communications Perspective, Eighth ed. Boston, McGrawHill/Irwin. Beltramini, R. F. and Evans, K. (1985), â€Å"Perceived Believability of Research Result Information in Advertising,† Journal of Advertising, Vol. 14 No. 3, pp. 18-24. Busch, B. (2003), â€Å"The Scent of Advertising†, Global Cosmetic Industry, June, pp. 2426. Borgerson, J. L. and Schroeder, J. E. (2002), Ethical Issues of Global Marketing: Avoiding Bad Faith in Visual Representation, European Journal of Marketing, Vol. 36 No. 5/6, pp. 70-594. Callister, M. and Stern, L. (2007), â€Å"The Role of Visual Hyperbole in Advertising Effectiveness†, Journal of Current Issues and Research in Advertising, Vol. 29 No. 2, pp. 1-14. Chance, Paul (1975), â€Å"Ads without Answers Make Brains Itch,† Psychology Today 9, p. 78. Chandler, D. (2001), â€Å"Semiotics for Beginners†, available (accessed at: 15 http://www. aber. ac. uk/media/Documents/S4B/semiotic. html November 2009) Childers, T. L. and Houston, M. (1984), â€Å"Conditions for a Picture Superiority Effect on Consumer Memory,† Journal of Consumer Research, Vol. 11, September, pp. 643-654. Clare, A. 1998), â€Å"A Semiotic Analysis of Magazine Ads for Men’s Fragrances†, available at: http://www. aber. ac. uk/media/Students/awc9401. html (accessed 15 November 2009) Conde Nast Digital, The Internet: http://www. c ondenastmediakit. com/vog/circulation. cfm , (accessed 15 November 2009) Corbett, E. (1990), Classical Rhetoric for the Modern Student, New York: Oxford University Press. Cowley, E. , (2006), â€Å"Processing exaggerated advertising claims†, Journal of Business Research, Vol. 59 No. 6, pp. 728-734. Cunningham, I. C. M. and Cunningham, W. H. (1977), â€Å"Standards for Advertising Regulation,† Journal of Marketing, Vol. 1, October, pp. 91-97. Cutler, B. , Thomas, E. , and Rao, S. R. (2000), â€Å"Informational/Transformational Advertising: Differences in Usage Across Media Types, Product Categories, and National Cultures†, Journal of International Consumer Marketing, Vol. 12 No. 3, pp. 69-83. DeFrancis, V. (2004), â€Å"Remembrance of Things Pasta: The Eighth Circuit Addresses Puffery†, Consumer Protection Update, Vol. 12 No. 1, pp. 10-12. Djafarova, E. (2008), â€Å"Why do Advertisers Use Puns? A Linguistic Perspective,† Journal of Advertising Rese arch, Vol. 48 No. 2, pp. 267-275. Edell, J. A. and Staelin, R. 1983), â€Å"The Information Processing of Pictures in Advertisements†, Journal of Consumer Research, Vol. 10 No. 1, pp. 45-60. Eisend, M. (2006), „Two-sided advertising: A meta-analysisâ€Å", International Journal of Research in Marketing, Vol. 23 No. 2, pp. 187-198. Ellen, P. and Bone, P. (1998), â€Å"Does It Matter If It Smells? Olfactory Stimuli as Advertising Executional Cues†, Journal of Advertising, Vol. 27 No. 4, pp. 29-40. Fetscherin, M. and Toncar, M. (2009), â€Å"Viewpoint: Visual Puffery in Advertising†, International Journal of Market Research, Vol. 51 No. 2, pp. 147-148. Haan, P. and Berkey, C. 2002), â€Å"A Study of the Believability of the Forms of Puffery,† Journal of Communication Research, Vol. 8, pp. 243-256. Hansen, F. (1981), „Hemispheral Lateralization: Implications for Understanding Consumer Behaviorâ€Å", Journal of Consumer Research, Vol. 8, June, p p. 23-36. Harris, G. and Attour, S. (2003), â€Å"The International Advertising Practices of Multinational Companies: A Content Analysis Study†, European Journal of Marketing, Vol. 37 No. 1/2, pp. 154-168. Hirschmann E. C. (1986), â€Å"The Effects of Verbal and Pictorial Advertising Stimuli on Aesthetic, Utilitarian and Familiarity Perceptions,† Journal of Advertising, Vol. 5 No. 2, pp. 27-34. Kamins, M. A. (1985), â€Å" The Effect of Two-Sided Appeals Upon Post-Trial Performance Evaluation, Advertiser Credibility, and the Disconfirmation Level, Recherches Sur La Communication/Promotion Proceedings of the 12th International Research Seminar in Marketing, La Londe Les Maures, France, 86-108. _____________ and Lawrence J. Marks, L. (1987), â€Å"Advertising Puffery: The Impact of Using Two-Sided Claims on Product Attitude and Purchase Intention†, Journal of Advertising, Vol. 16 No. 4, pp. 6-15. Kardes, F. R. 988), â€Å"Spontaneous Inference Processes in Adver tising: The Effects of Conclusion Omission and Involvement on Persuasion,† Journal of Consumer Research, Vol. 15, September, pp. 225-233. Kirk-Smith, M. and Booth, D. (1987), â€Å"Chemoreception in human behavior: experimental analysis of the social effects of fragrances†, Chemical Senses, Vol. 12 No. 1, pp. 159-166. Krugman, H. E. (1962), â€Å"On Application of Learning Theory to TV Copy Testing†, Public Opinion Quarterly, Vol. 26, pp. 626-639. Lambiase, J. and Reichert, T. (2003), â€Å"The Contribution of Semiotic and Rhetorical Perspectives to the Explanation of Visual Persuasion in Advertising†, in L.Scott and R. Batra, (Eds. ) Persuasive Imagery: A Consumer Response Perspective, Lawrence Erlbaum Publishers, pp. 191-220. Lawes, R. (2002), â€Å"Demystifying Semiotics: Some Key Questions Answered†, International Journal of Market Research, Vol. 44, pp. 251-264. MacInnis, D. and Price, L. (1987), „The Role of Imagery in Information Proces sing: Review and Extensionsâ€Å", Journal of Consumer Research, Vol. 13, March, pp. 473-491. McQuarrie, E. and Mick, D. (1996), â€Å"Figures of Rhetoric in Advertising Language,† Journal of Consumer Research, Vol. 22, No. 4, pp. 424-438. McQuarrie, E. and Mick, D. 1999), â€Å"Visual Rhetoric in Advertising: Text-Interpretive, Experimental, and Reader-Response Analyses†, Journal of Consumer Research, Vol. 26 No. 1, pp. 37-54. McQuarrie, E. and Mick, D. (2003a), â€Å"Visual and verbal rhetorical figures under directed processing versus incidental exposure to advertising†, Journal of Consumer Research, Vol. 29 No. 4, pp. 579-588. McQuarrie, E. and Mick, D. (2003b), â€Å"The Contribution of Semiotic and Rhetorical Perspectives to the Explanation of Visual Persuasion in Advertising†, in L. Scott and R. Batra, (Eds. ) Persuasive Imagery: A Consumer Response Perspective, Lawrence Erlbaum Publishers, pp. 191-220.McQuarrie, E. and Phillips, B. (2005),  "Indirect Persuasion in Advertising: How Consumers Process Metaphors Presented in Pictures and Words†, Journal of Advertising, Vol. 34 No. 2, pp. 7-21. Messaris, Paul (1997), Visual Persuation: The Role of Images in Advertising, Sage Publications, Thousand Oaks, CA. Mick, D. and Buhl, G. (1992), â€Å"A Meaning-Based Model of Advertising Experiences†, Journal of Consumer Research, Vol. 19 No. 3, pp. 317-339. Miniard, P. W. , Bhatla, S. , Lord, K. , Dickson, P. and Unnava, H. R. (1991), â€Å"PictureBased Persuasion Processes and the Moderating Role of Involvement,† Journal of Consumer Research, Vol. 8, June, pp. 92-107. Mitchell, A. (1986), â€Å"The Effect of Verbal and Visual Components of Advertisements on brand Attitudes and Attitude toward the Advertisement,† Journal of Consumer Research, Vol. 13, June, pp. 12-24. Mitchell, A. and Olson, J. (1981), â€Å"Are Product Attribute Beliefs the Only Mediator of Advertising Effects of Brand Attitude? † Journal of Marketing Research, Vol. 18, August, pp. 318-332. Moriarty, S. (2006), â€Å"Visual Semiotics and the Production of Meaning in Advertising†, available at: http://spot. colorado. edu/~moriarts/vissemiotics. html (accessed 15 November 2009) Morgan, S. nd Reichert, T. (1999), â€Å"The message is in the metaphor: Assessing the comprehension of metaphors in advertisements†, Journal of Advertising, Vol. 28 No. 4, pp. 1-12. Mortimer, K. (2002), â€Å"Intergrating advertising theories with conceptual models of services advertising†, Journal of Services Marketing, Vol. 16 No. 5, pp. 460-468. Mothersbaugh, D. , Huhmann, B. and Franke, G. (2002), â€Å"Combinatory and Separative Effects of Rhetorical Figures on Consumers’ Effort and Focus in Ad Processing,† Journal of Consumer Research, Vol. 28, No. 4 (March), pp. 589-602. Naylor, S. , Kleiser, B. Baker, J. and Yorkston, E. (2008), â€Å"Using transformational appeals to enhance the retail exper ienceâ€Å", Journal of Retailing, Vol. 84 No. 1, pp. 49-57. Oliver, R. (1979), â€Å"An Interpretation of the Attitudinal and Behavioral Effects of Puffery†, The Journal of Consumer Affairs, Vol. 13 No. 1, pp. 8-27. Olshavsky, R. and Miller, J. (1972), â€Å"Consumer Expectations, Product Performance, and Perceived Product Quality,† Journal of Marketing Research, Vol. 9, February, pp. 19-21 Olson, J. C. and Dover, P. (1978), â€Å"Cognitive Effects of Deceptive Advertising†, Journal of Marketing Research, Vol. 5, pp. 29-38. Perracchio, L. A. and Meyers-Levy, J. (1994), â€Å"How Ambiguous Cropped Objects in Ad Photos Can Affect Product Evaluations,† Journal of Consumer Research, Vol. 21, June, pp. 190-204. Petty, R. , Cacioppo, J. And Schumann, D. (1983), „Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvementâ€Å", Journal of Consumer Research, Vol. 10, September, pp. 135-144. Phillips, B. and McQuarrie, E. (2002), â€Å"The development, change, and transformation of rhetorical style in magazine advertisements 1954-1999†, Journal of Advertising, Vol. 31 No. , pp. 1-12. Phillips, B. and McQuarrie, E. (2004), â€Å"Beyond Visual Metaphor: A New Typology of Visual Rhetoric in Advertising,† Marketing Theory, Vol. 4 No. 1/2, pp. 113-136. Preston, I. (1967), â€Å"Theories of Behavior and the Concept of Rationality in Advertising†, The Journal of Communication, Vol. 17, pp. 211-222. ___________and Scharbach, S. (1971), â€Å"Advertising: More Than Meets the Eye? †, Journal of Advertising Research, Vol. 11, pp. 19-24. ______________ (1996), The Great American Blow-Up: Puffery in Advertising and Selling, Madison, WI: The University of Wisconsin Press. _____________ (1998), â€Å"Puffery and Other `Loophole’ Claims: How the Law’s `don’t ask, don’t tell’ Policy Condones Fraudulent Falsity in Advertising, Journal of Law and Commer ce, Vol. 1, pp. 49-114. Richards, J. (1990), â€Å"A â€Å"New and Improved† View of Puffery†, Journal of Public Policy and Marketing, Vol. 9, pp. 73-84. Richards, J. and Zakia, R. (1981), â€Å"Pictures: An Advertiser's Expressway Through FTC Regulation†, Georgia Law Review, Vol. 16, pp. 77-134. Rossiter, J. and Percy, L. (1978), „Visual Imaging Ability as a Mediator of Advertising Responseâ€Å", in Advances in Consumer Research, Vol. , ed. Keith Hunt, Provo, UT: Association for Consumer Research, 621-629. Rossiter, J. R. and Percy, L. (1980), â€Å"Attitude Change through Visual Imagery in Advertising,† Journal of Advertising, Vol. 9 No. 2, pp. 10-16. Rossiter, J. R. and Percy, L. (1983), â€Å"Visual Communication in Advertising,† Information Processing Research in Adevertising, Richard Jackson Harris, ed. , Hillsdale, NJ. Lawrence Erlbaum Associates, pp. 83-125. Rossiter, J. R. , Percy, L. and Donovan, R. J. (1991), â€Å"A better adve rtising planning grid†, Journal of Advertising Research, October/November, pp. 1-21. Rotfeld, H. J. and Rotzoll, K. B. (1980), â€Å"Is Advertising Puffery Believed? †, Journal of Advertising, Vol. 9 No. 3, pp. 16-20. ____________ and Preston, I. (1981), â€Å"The Potential Impact of Research on Advertising Law,† Journal of Advertising Research, Vol. 21, April, pp. 9-17. Sawyer, A. (1973), â€Å"The Effects of Repetition of Refutational and Supportive Advertising Appeals†, Journal of Marketing Research, Vol. 10, February, pp. 23- 37. Schmitt, B. and Shultz, C. (1995), â€Å"Situational effects on brand preferences for image productsâ€Å", Psychology and Marketing, Vol. 2 No. 5, pp. 433-446. Schroeder, J. (2005), Visual Consumption, London: Routledge. Schroeder, J. and Borgerson, J. L. (2003), â€Å"Dark Desires: Fetishism, Ontology, and Representation in Contemporary Advertising†, in Sex in Advertising: Perspectives on the Erotic Appeal, Reichert , Tom and Jacqueline Lambiase (Eds. ), Mahwah, NJ and London: Lawrence Erlbaum Associates, pp. 65-90. Schroeder, J. and Borgerson, J. L. (2005), â€Å"An Ethics of Representation for International Marketing Communication†, International Marketing Review, Vol. 22, pp. 578600. Schroeder, J. E. and Zwick, D. 2004), â€Å"Mirrors of Masculinity: Representation and Identity in Marketing Communication†, Consumption Markets & Culture, Vol. 7, pp. 21-52. Scott, L. M. (1994), â€Å"Images in Advertising: The Need for a Theory of Visual Rhetoric†, Journal of Consumer Research, Vol. 21, pp. 252-271. ______________ and Batra, R. (2003), Persuasive Imagery: A Consumer Response Perspective, Mahwah, NJ Lawrence Erlbaum Associates. Seitz, V. (1998), â€Å"Direct response advertising in the US and European markets: A content analysis of fashion products†, European Business Review, Vol. 98 No. , pp. 268275. Shimp, T. , Stuard, E. And Engle, R. (1991), „A Program of C lassical Conditioning Experiement Testing Variations in the Conditioned Stimulus and Contextâ€Å", Journal of Consumer Research, Vol. 18, June, pp. 1-12. Smith, R. A. (1991), â€Å"The Effects of Visual and Verbal Advertising Information onâ€Å", Journal of Advertising, Vol. 20 No. 4, pp. 13-24. Stathakopoulos, V. , Theodorakis, I. G. and Mastoridou, E. (2008), â€Å"Visual and verbal rhetoric in advertising: The case of ‘resonance'â€Å", International Journal of Advertising, Vol. 27 No. 4, pp. 629-658. Stern, B. 1996), â€Å"Textual Analysis in Advertising Research: Construction and Deconstruction of Meaningsâ€Å", Journal of Advertising, Vol. 25, Fall, pp. 61-73. Stern, Barbara B. and Schroeder, J. E. (1994), â€Å"Interpretive Methodology from Art and Literary Critism: A Humanistic Approach to Advertising Imagery,† European Journal of Marketing, Vol. 28 No. 8/9, pp. 114-132. Toncar, M. and Munch, J. (2001), â€Å"Consumer Responses to Tropes in Print Adve rtising†, Journal of Advertising, Vol. 30 No. 1, pp. 55-65. Vanden Bergh, B. and Reid, L. (1980a), â€Å"Puffery and Magazine Ad Readership†, Journal of Marketing, Vol. 44 No. 2, pp. 78-81. Vanden Bergh, B. and Reid, L. 1980b), â€Å"Effects of Product Puffery on Response to Print Advertisements†, Current Issues and Research in Advertising, Vol. 3 No. 1, pp. 123-145. Vanden Bergh, B. , Krugman D. , and Salwen, M. (1983), â€Å"The Temptation to Puff: Puffery in Automotive Advertising 1930 to 1980†, Journalism Quarterly, Vol. 60 No. 4, pp. 700-704. Van Enschot, Renske, Hoeken, H. and Mulken, M. (2008), â€Å"Rhetoric in Advertising: Attitudes towards Verbo-Pictorial Rhetorical Figures,† Information Design Journal, Vol. 16, No. 1, pp. 35-45. Vaughn, R. (1986), â€Å"How advertising works: a planning model revisited†, Journal of Advertising Research, February/March, pp. 7-65. Weber, C. (2006), â€Å"Fashion-books: review of ‘In Vogue: the illustrated history of the world's most famous fashion magazine (Rizzoli)â€Å", New York Tim