Discuss the way in which Sheila changes throughout the play Essay

Discuss the demeanor in which Sheila changes through and throughout the playThe rotates are a middle Edwardian class family. The play is set in1912, in the house of the Birling family in the North Midlands. Atthat time a womans role was considered lacking(p) to the mens as itwas always presumed that the man was the head of the house. Women werealso non thought of as be able to take part in seriousconversations, and that they needed to be protected.At the beginning of the play, Sheila is described as young,attractive, girly and nave. Also she has just become engaged. This ismade known through the stage directions and how she reacts to certainsituations.At the start of the play, Sheila visual aspects her character by being verygirly in her contributions to the conversation. As the stagedirections say Sheila is still admiring her ring and not listeningto her fathers speech. This shows that she is self-centred and isenjoying the attention that the engagement is bringing her. Also s herefers to her parents as Mummy and Daddy at the beginning of theplay, emphasizing her dependency on her family. The arrival of theInspector seems to be the beginning of the change in Sheila. WhenSheila says except for each(prenominal) last summer, when you never came near me.She does not question Gerald further on the subject though she knewwhere he was. She does not question him further near it because theearlier, girly side of Sheilas character would not be able to copewith the truth. though she knows that he has not been awfully busy atthe works, where he said he has been, but having an affair.When Sheila first finds out about the girls suicide she is genuinely give and shows her sensitive side in her reaction, I... ...nd of the play she is unable to accept her parents spotand is both amazed and concerned that they havent learned anythingfrom the events of the evening as she sarcastically says So zipporeally happened. So theres nothing to be sorry for, nothing to learn.We can all go on behaving just as we did. By this she means that shedoes not really understand how she could have learnt more in a fewhours than her parents have in their lifetime.In the play, Priestley is trying to show that there is a change in theyounger generation. He portrays this by the characters of Sheila andEric taking debt instrument for their part in the death of Eva Smithand the fact that her parents havent learned anything from the eventsof that night. He is trying to show that people should takeresponsibility and care for each other, as in the idea of a regretfulcommunity.

The Color Red in American Beauty Essay -- essays papers

The Color Red in American lulu The beauty that addresses itself to the eyeball is only the spell of the moment the eye of the body is not continuously that of the soul. George Sand hit the nail right on the head when he said this in 1872. Appearance versus reality has been a important fundament in many American creative works including the film American Beauty. American Beauty is a film that delves into your typical, middle-class suburban American home and slowly uncovers all of the ab prescriptities that lie within. The family is portrayed as normal but as the films tag line suggests timbre closer then it is possible to fully under get the implications that takes place in this seemingly happy home. The film is masterfully directed by the famous theater music director surface-to-air missile Mendes and encompasses a great number of cinematic techniques that appear pertly and exciting. Critics have mentioned many of these techniques. However, they failed to notice the clev er use of air apply throughout the film--especially the color red. Sam Mendes effectively uses the color red as a central motif to accentuate mood and theme, to contrast families, and to grass characters personalities and feelings. In American culture red is a color of respective(a) meanings and images. The color red is the essence of life it is the color of blood. It can mention energy, vitality, passion, anger, power, excitement, and sacrifice. It is a grounding color. Red can stand for warmth, danger, love, sex, death, rage, lust, and beauty. Red is the color used for the womens clothing, the cars, the doors and also it is the color of Lesters blood splattered across the sporting table at the end of the movie. Red is the central motif of the film. Sam Mendes incorporated many of these meaning of red within the film American Beauty, Not only did Sam Mendes implant a motif of red, he also incorporated a motif of the red rose. Roses in American culture argon the ultimat e symbol of love, life and death. Flowers are a large part of the American culture. They have come to symbolize compassion, compassionate and love. The beauty of roses are superceded with danger, for they have thorns that can prick. Roses epitomize beauty peradventure that is why they chose the title American Beauty. The title American Beauty is a hodgepodge of symbolism it encompasses a variety of meanings. For the viewer it can stand for the American beauty rose... ...aroline. Jane and Ricky are important too, they are the more grounded of the characters, they are both presented in neutral colors throughout most of the film. They fiddle balance and neutrality in the movie. Rickys parents are not so neutral they are dressed in pale, washed out colors to image their lack of vitality. Especially Mrs. Fritts, she plays a minor consumption in the movie and that is precisely the point Sam Mendes makes. She is seen as a minor role in the family. She is usually wearing a long whi te surgical gown and appears almost as a ghost in the picture, t her family, she provided exists.American Beauty is a fantastic film that encourages viewers to look closer. Sam Mendes directed a film about American Beauty and foolish things that Americans do to keep up with appearances. He is urging us to find beauty in our lives, and to forget about having the perfect tend and home. He effectively uses the color red as a central motif to accentuate mood and theme, to contrast families, and to reveal characters personalities and feelings. Mere colour, beneficial by meaning, and unallied with definite form, can speak to the soul in a thousand different ways.--Oscar Wilde

Why the Death Penalty Should Be Terminated Essay -- The Case Against C

Death is a unique punishment in the United States. In a union that so strongly affirms the sanctity of life, not surprisingly the common stance is that stopping point is the ultimate sanction... There has been no national line nearly punishment in general or by enslavement, comparable to the debate about the punishment of death (Brennan). Indeed, the way out of capital punishment is mavin that has been widely debated and for which many persuasive bank lines of distinctly opposing viewpoints are available. The issue at hand is and always has been about whether or not we, as a society, should presume to enforce a penalty that by commentary irrevocably extinguishes the existence of another autonomous human being. Is it a obligated and mature decision to implement a penalty of such ring finality merely because the convicted offender has been found to be guilty beyond a reasonable doubt? It has long been argued that an appropriate term of imprisonment should be the maximum a vailable penalty for a violent offense. This argument has been supported by the fact that our legal system, though highly evolved and all in all expedient, is far from infallible, and in recognition of this the penalties imposed under it should be twain reversible and humane. The imposition of the penalty of death should no longer be exercised in the United States of America. A socially mature and morally open country should refrain from taking the lives of any of its citizens. The death penalty is idle on three distinct and specific grounds pragmatic, legal, and moral. The penalty of death is not economically efficient, and is indeed a drain upon the financial resources of our country. Also, it green goddess be proven that the death ... ...alty-share-lower.html Brennan, William. Concurring Opinion Furman v. Georgia. No. 69-5003 sovereign Court Of The United States 29 June 1972. Web. 20 May 2015. https//www.law.cornell.edu/supremecourt/text/408/238 Linehan, Elizabeth A. c arrying out the Innocent. Web. 17 May 2015. https//www.bu.edu/wcp/Papers/Huma/HumaLine.htm Marshall, Thurgood. Concurring Opinion Furman v. Georgia. No. 69-5003 ultimate Court Of The United States 29 June 1972 Web. 20 May 2015. https//www.law.cornell.edu/supremecourt/text/408/238 Prejean, Helen. all of a sudden Man Walking. New York Vintage, 1994. Scheck, Barry, Peter Neufeld, and Jim Dwyer. Actual Innocence. New York Doubleday, 2000. Sherrill, Robert. Death instigate The American Way Of Execution. Nation 8 Jan. 2000. Web. 26 May 2015. http//www.thenation.com/ obligate/death-trip-american-way-execution

Institutional Racism and Racial Discrimination in the U.S. Health Care System Essay

Institutional racism and racial discrimination in the U.S. wellness handle system has been part of a long continuum dating back over 400 years. After hundreds of years of active discrimination, efforts were made to admit minorities into the mainstream wellness system but these efforts were flawed. Colin Gordon in his book Dead on comer portrays a very strong stance towards this issue when he arouses, The American upbeat state has al federal official agencys been, at root, a Jim Crow welf be state disdainful of citizenship claims of racial minorities, deferential to a southern- maneuverled Congress, and leery of the racial implications of universal social programs (172).It is evident that throughout the history of U.S. health alimony that race has shaped health provisions in a human action of ways, most noniceably in private and man health veneration institutions. Gordon throughout his books discusses the ways in which institutional racism, specifically in the celestial o rbit of health vexation, has manifested itself throughout history. One of the most prominent manifestations of institutional racism in the health negociate field comes to light when examining past (and sometimes present) policies regarding admission (to healthc atomic number 18 facilities) and discrimination of minorities.It is evident when observing the adoption, administration, and implementation of these policies in the past that they were purposefully constructed to be exclusive of minority citizens (specifically African Americans and Latinos). Gordon gives an example of such policies in 1939 under the Social Security reforms. In the formative years of the impudently Deal southerners in Congress pushed for and won for the exclusion of agricultural and municipal labor from coverage under the depicted object Recovery, Agricultural Adjustment, Social Security, National Labor Relations, and Fair Labor Standards act, this affectively excluded 90 percent of the southern disconsol ate workforce (185).The implications of this act of agricultural exclusion are most intelligibly evident in the South and sou-westregions whose economies were dominated by horticulture, who agriculture systems were peculiarly labor intensive, and whose agricultural labor markets were organized around depression lucres, tenancy, harsh legal assures, and violence.Gordon argues that segregation persisted in medicine and hospitals longer than in any other public institution or facility partially due to the fact that Southern Congressmen pushed for topical anaesthetic control of any national expenditure and later on this pushed Southern and Southwestern leaders into a partnership with doctors, employers, and insurers to keep racial minorities excluded from the health system. Southern interests led to a push for job-based private amends, locally administered subsidies for hospital construction, and penurious charit able-bodied programs for those left field behind, southerners p ersistently worked to exclude African Americans from coverage, tap into federal funds without sacrificing local practices, and ensure that charity programs remained under local control (174).Employment-based benefits, initially actual as a surrogate for national policy, was successful in release behind the majority of African Americans and Latinos due to the fact that they were grossly underrepresented in the unionized industrial scrimping, and in part because benefits such as these did non extend to casual or domestic or agricultural workers. occult health benefits came to be looked upon by many Americans as a wage of white-ness (176). Federal agencies, both out of practical and political necessity, consistently surrendered control over federal funds and standards over to state and local administration, states dress up their own standards for care and eligibility and controlled the pace and scope of federal matching funds.local anesthetic political and medical authorities wie lded considerable informal power and diplomacy (187). In 1948 the Brookings Institution published a book-length assault on health reform. The conclusion of this publication was that higher black mortality grade are predominately the result of economic, cultural and social differences although, the research for this publication based tally estimates off of the customary expenditures of white families and confined comparative mortality grade to the white population, this led to them to conclude that the United States was among one of the most prohibitative nations in the world (188).Seconding this conclusion and also asserting that higher rates of non-white mortality were due to such things as poor sanitation, housing, education, and the lack of ordinary individual and community common sense was the AMA. The partnership between these two organizations is evident. At the root of the hospital issue in the South was not barely professional and patient segregation but also the w ay in which it was countenanced by federal efforts to address the regions dearth of facilities.What is shown here is the long-standing political strategy to try and appease reformers by granting federal funds but to simultaneously placate opponents by relinquishing control to local or private interests federal aid to hospitals both in 1940 and under the 1946 Hill-Burton Act avoided any commitment to maintenance once built, hospitals would polish local control and local custom (193). This however did nothing to prevent segregation seeing as in order to be considered nondiscriminatory a hospital was only required to grant equal nettle to the ploughshare of the hospital that was built with federal funds.Perhaps the most compelling public health issue during the formative years of the American welfare state was the dismal status of rural run. In places in the South and Southwest and the nations inner cities basic services such as a hospital, public health clinic, and a doctor a ccepting Medicaid patients did not even exist. Gordon offers the example in Mississippi in 1948, there were only five general hospital beds for every 100,000 blacks in the stateat a time when four beds for every 1,000 citizens was considered adequate (175).It is evident that health care in the twentieth century has been shaped by a myriad of direct and indirect discrimination, strong southern interests and local administration, the precarious intersection of public and private (job-based) benefits, and the sharp political distinctions routinely displace between contributory and charitable programs (209).According to the U.S. Commission on civilized Rights, Despite the existence of civil rights legislation equal treatment and equal access are not a reality for racial/ethnical minorities and women in the current climate of the health care industry. Many barriers watch both the feeling of health care and utilization for these groups, including discrimination.Importance of wellnes s CareAccess to comprehensive, quality health care services is all important(p) for the achievement of health equity and for increasing the quality of a kempt life for everyone. Access to health services entails the timely utilization of individualised health services in an effort to achieve the best possible health outcomes.The utilization of and access to health care has many firm impacts on a mortals life. A persons overall physical, social and mental health statuses are all wedge by the ability to be examined and treated by a medical professional. Health care also plays a significant role in the prevention of disease and disability, the detection and treatment of health conditions and a persons quality of life. A structured healthcare system assists in providing a foundation for a healthy lifestyle for both individuals and their families. Without access to healthcare, minor health issues have the potential to escalate either permanently affecting living standards or worse resulting in death.The health care sector also has an impact on the local economy. Health care facilities such as hospitals and nursing homes provide jobs and income to people in the community. As these employees spend their income in the community, a ripple spreads throughout the economy, creating additional jobs and income in other economic sectors. Also, providing healthcare may also be a business incentive to companies. Healthy employees can mean a healthier, happier, much productive workplace.A companys decision to invest in and offer health care to their employees not only filters back into the economy but also may help them to recruit and retain quality employees, improve employee satisfaction, and reduce absenteeism due to sickness. Business that offer health damages as part of their employee benefits package are probably better able to attract more qualified applicants than those who dont. Also, offering health redress coverage is a way of keeping operating costs low, b ecause employees are broadly speaking more apt to take a position at a demoralize salary when health insurance benefits are provided.This is because it generally costs more for someone to obtain an individual or family health insurance policy than to initiate employer-sponsored coverage, making the difference of a lower salary negotiable. Businesses offering health insurance can deduct their designate of the contribution toward their employee plan as a business expense and get a tax advantage. If the business is incorporated, the business owners insurance and the coverage paid for employees are deductible. Access to health care services and insurance plays a vital role in individual and families lives on side society as a whole.

Yahoo CEO

Daniel Loeb, a New York hedge fund manager and who owns a 5. Per cent sake In rube, came out In open to pct his view against the fraternity and Scott Thompson. However, Dan Lyons at The Dally Beast supported Thompson. Yahoo was quick to weep the mistake an inadvertent err&1042 but after increasing imperativeness the board hired an outside counsel for the investigation (Epitome J, 2012). Thompson, later on send a memo to the employees apologizing for the scandal (Goldman D, &038 Epitome J, 2012) Was it appropriate for a giant like Yahoo to call the mistake an inadvertent erroneous belief?I believe No. If you produce a zero misplay on your balance sheets, and In the internet services you provide o your customers therefore this reasoning would simply be a blunder. COOS procedureions were ethically devil-may-care because he was breaching the swear of board of directors who had hired him, in this case, without verifying his credentials on resume. Also, socially irresponsible be cause there are investors, people who trust chief executive onwardicer and any such incident on his part does disperse a bad signal to them.There are both matters to debate upon Should Yahoo bring fired Scott Thompson the moment they found out that he be on his resume? &038 Was It ethical on the part of Scott Thompson, considering the session he was In, to falsely claim the horizontal surface he never received? I would particularly like to be aggressive on each of the two questions. Yes, Yahoo should have immediately fired Scott Thompson the moment the allegations were verified. In doing so, the partnership would have set good example of holding good morals.The CEO is the top most level in any corporate the employees construction up to, in terms of role mannequin and as a leader. Any allegations on him could set a bad tone downhearted the ladder In the company. Falling to fire him could have sent a bad signal at the lower order of getting authority with the things and w ho knows many more such cases might show up in the near future. According to the consequentiality model, the only thing that matters is the consequence of your act. The act, whether right or wrong, decides the fate of the person and of the other people who should also bear the consequences (Moldavia, M).The consequentiality model in this case did not apply to the Coos actions. The outburst of his lie appeal him his Job and also put the reputation of Yahoo at stake, withal on some level It could be argued that he was trying to alter the existing condition of Yahoo, but not for too long. Also, that did not leaven positive to any of the person in the company considering his short promote. The share prices collapsed and the company was In the limelight for the wrong reason.Also, it is not ethical on the part of any CEO to make false claims in his resume. Had Scott ascertain his resume and removed the Computer Science degree from It, exactly the like way have been much different n ow for Yahoo. Scott, during his short tenure at Yahoo took some crucial steps of laying off 14% of the employees (Lied, M, 2012) in an effort to improve the financial condition of the company. Had he been there for a longer period, he might have elevated the companys financial position and the situation would have been completely different.However, his small act of not removing the false claim from his resume proved too high-priced for him and in turn for Yahoo. Communitarians theory of moral reasoning also has no application with Scott Thompson. The theory states to be true to your contracts, whether implicit or explicit, in which you willfully enter (Moldavia, M). However, in this case Scott Thompson signs in the annual idea right below the line that says This report does not contain NY sour statement of a material fact. (Epitome J, 2012, Pl 73) This is complete contradiction to the theory of Communitarians.Another thing to notice is that Scott Thompson did not feel to resign from his position. Instead he sent an apology memo to all the employees (Goldman D, &038 Epitome J, 2012). Who knows, Yahoo might have not even accepted his resignation, owing to his future productive plans, connatural to the case of Bausch &038 Lomb CEO Ronald Carmella, who placed his resignation, on account of false degree claims in his resume, to the board only to be later rejected and then e served another six years before retiring in 2008.

Langston Hughes Poems Analysis Essay

Langston Hughes purpose of these sets of metrical compositions was to outline the current condition for African Americans at that time, and also to display his desires and present the ideal conditions for African Americans. on a lower floor are several of his poems that has symbology and reflects and demonstrates his desires and ideals. In my opinion, Dream Variations demonstrates Hughes desire for African Americans to be able to enjoy the pleasures of life as white people did.When he says to whirl and to dance till the white day is done he is speaking of being able to be free, dancing and flinging your arms is exemplifying of freedom and an open expression of freedom. Then be able to lie at night and pay back a smell of peace of mind, knowledgeable that African Americans have the same opportunities that ashen Americans experienced. In Hughess poem Prayer Meeting, he displays a sense of consider and longing for service in African Americans lives and wanted African Americans to be free from oppression. resplendency HallelujahThe dawns a-comin demonstrates that freedom from oppression is on the horizon and that African Americans should rejoice. The setting of this poem in religion also demonstrates a sense of hope since religion is often sought after to achieve a sense of hope. In Song of the Revolution, this poem uses the symbology of the American Revolution as another cry for freedom from oppression, however this is freedom from the oppression of White America. Marching like fire over the world, weaving from the earth its silvery red banner uses fire as a symbol for hope and courage and the use of a red banner as article of faith and steadfastness.In the third stanza, which states Breaking the bond of the darker races, breaking the chains that have held for years, breaking the barriers dividing the people, smashing the gods of flagellum and tears This stanza serves as a call to arms for African Americans. This stanza is less symbolic and cryptic than the others. smashing the gods of terror and tears is the freedom from rulers and the establishment which has wronged and oppressed them. He wants a one of the races and a freedom and lack of oppression.In Let America Be America Again, hughes is using Americas calling as a beacon of hope to the world to demonstrates his ideal for America to truly be free and not simply as a saying. This is evident in the first stanza, which states Let America be America again, Let it be the dream in used to be, let it be the pioneer on the plain, seeking a home where he himself is free. The parenthesis between the stanzas is what is important, because it displays Hughess real opinion of America at that time, which was he doesnt believe in America, and to him was never a beacon of hope or a buck of liberty.He believes that America is tyrannical, oppressive, and discriminatory to him and his people. In the last stanza he also uses divisions of class and other races that are oppressed as reinfo rcement for his opinions of America. In the third stanza which states, O, let my land be a land where Liberty is crowned with no false patriotic wreath, but opportunity is real, and life is free, Equality is in the air we breath. Its demonstrating Hughess desire for America to really be as its envisioned and not simply as it is portrayed (in the eyes of Hughes) equality should be as prevalent and available as air.

Key Success Factors for Online Advertising

friendly advertize Catherine Tucker? February 15, 2012 Abstract In br separately publicizing, ads atomic image 18 fooled base on be assistantly net profits and their national is custom-built with propoundation that pertains to the favorable relationship. This paper explores the e? electroconvulsive therapyiveness of tender advertizing using development from ? long time tests of di? erent ads on Facebook. We ? nd try out that friendly advert is e? ective, and that this e? cacy depends to stem main(prenominal)ly from the ability of orienting ground on favorable cyberspaces to unc e realplace similarly responsive consumers.However, fond publicize is slight(prenominal) e? ective if the adman self-explanatoryly states they atomic number 18 trying to promote friendly in? uence in the text of their ad. This purposes that advertisers must avoid universe unfastened in their assays to exploit companionable networks in their announce. Catherine Tucker is Associate prof of merchandising at MIT Sloan School of Man come onment, Cambridge, MA. and Faculty Research Fellow at the NBER. Thank-you to Google for ? nancial support and to an anonymous non-pro? t for their cooperation.Thank-you to Jon Baker, Ann Kronrod, Preston Mcafee, and seminar participants at the George Mason University Roundtable on the Law and Economics of Internet Search, the University of Rochester, UCLA and Wharton for valuable comments. every last(predicate) errors be my own. ? 1 Electronic copy available at http//ssrn. com/ regard=1975897 1 opening Recent advances on the internet develop every last(predicate)owed consumers to move crosswise digital favorable networks. This is pickings place at unprecedented levels Facebook was the most visited website in the US in 2010, accounting for 20% of full-length time exhausted on the internet, a higher counterweight than Google or hayseed ComScore, 2011). However, it is link that traditional marketing communi cations affirm been at the periphery of this explosion of well-disposed data despite the documented index number of loving in? uence on purchasing behavior. Much of the emphasis on marketing in affectionate media, so far, has been on the achievement of realize r from each one, whereby a dishonor builds its subscriber base organic totallyy and a exchangeable hopes that this volition in? uence others organically finished sharing links with their kind networks (Corcoran, 2009). However, recent enquiry by Bakshy et al. 2011) has emphasized that this kind of organic sharing is far rarer than foregoingly supposed, and that at that place are very some examples of a commercial message being legitimately transmitted across loving networks. Further, Tucker (2011a) delegates that in secernate to achieve virality, an advertiser may have to sacri? ce the commercial e? ectiveness of their message. This essence that advertisers may need to wasting disease give publicise to help oneself the sharing of their commercial message through favorable networks. Both Facebook and LinkedIn have recently introduced a new form of advertisement called amicable advertizing. A social ad is an online ad that incorpo pass judgment user actions that the consumer has agreed to boast and be shared. The resulting ad showings these interactions along with the users mortala (picture and/or arrive at) inwardly the ad confine (IAB, 2009). This re inserts a radical technological development for advertisers, because it heart and soul that electromotive forcely they scum bag co-opt the condition of an individuals social network to target advertisement and engage their audience. This paper asks whether social advertising is e? ective, and what active steps advertisers themselves should squeeze in their ads to promote social in? ence. 2 Electronic copy available at http//ssrn. com/abstract=1975897 We explore the e? ectiveness of social ads using data from a ? eld experiment conducted on Facebook by a non-pro? t. This ? eld experiment pard the mathematical process of social ads with customaryly targeted and untargeted ads. The social ads were targeted to the friends of buffers of the brotherly love on Facebook. The ads featured that cull kayoeds attain and the fact that they had become a fan of this kind-heartedness. We ? nd that on average these social ads were much e? ective than demographically targeted or untargeted ads.Further, this proficiency is multipurpose for improving both the death penalty of demographically targeted and untargeted plys. Comparing the performance of these ads that contained the name of the fan and were targeted towards the fans friends with those that were simply targeted to that fans friends suggests that their e? ectiveness stems predominantly from the ability of social targeting to uncover similarly responsive consumers. We vex results that suggest that as well as being more e? ective at gath ering clicks, social advertising is alike more e? ective at promoting actual subscriptions to the newsfeed and is more cost-e? ctive. We then turn to study how advertisers should forge their social advertising. Through randomized ? eld tests, we investigate the e? ectiveness of advertisers advisedly promoting social in? uence in their advertising copy through including a statement that encourages the witnesser to, for example, be like their friend. We ? nd that consumers reject attempts by advertisers to explicitly rein or boot to a friends actions in their ad copy. This result subscriber lines with introductory semi confirmable research that ? nds consistent bene? ts to ? rms from highlighting previous consumer actions to positively in? ence the consumers response (Algesheimer et al. , 2010 Tucker and Zhang, 2011). This rejection is middling uniform across di? erent wording, though slightly less(prenominal) severe for ads that mode arrange a less explicit reference to friendship. We then present superfluous establish to regularize turn up two potential definitions for our ? ndings. First, we rule out that the overt mention of social in? uence simply made mass aware they were visual perception an ad alternatively than something organic to the site. We do this by comparing an ad that states it is an ad with an ad that does non, and ? nding no di? rence. 3 Second, to investigate whether it was simply bad advertising copy, we examined how the ads perform for a crowd of Facebook users who have shown a visible propensity for social in? uence. We identify such(prenominal)(prenominal) users by whether or not they have a stated adhesiveness to a agency Brand on their Facebook pro? le. These users, in contrast to our earlier results, play off more positively to the advertiser explicitly co-opting social in? uence than to a message that did not. This suggests that it was not simply that the message was staidly communicated, but instead re? cts a taste (or more accu rovely distaste) for explicit references to social in? uence among most, though not all, consumers. This research builds on a lit that has studied the interplay surrounded by social networks and word of mouth. Zubcsek and Sarvary (2011) present a theoretical representative that examines the e? ects of advertising to a social network, but assume that a ? rm cannot directly use the social network for marketing purposes. Instead, ? rms have to imprecate on consumers to organically pass their advertising message within the social networks. There has been little work on advertising in social networks.Previous studies in marketing about social network sites have hesitancyed how such sites can use advertising to chance members (Trusov et al. , 2009), and alike how makers of applications designed to be used on social network sites can best advertise their products (Aral and Walker, 2011) through viral marketing. Hill et al. (2006) show that phone communications data can be used to call in who is more likely to adopt a service, Bagherjeiran et al. (2010) present a unimaginative application where they use data from instant messaging logs at bumpkin to improve online advertising targeting, and similarly Provost et al. 2009) show how to use browsing data to match root words of users who are socially similar. Tucker (2011b) explores how privacy controls mediate the e? ectiveness of advertising on Facebook. However, to our knowledge this is the ? rst academic study of the e? ectiveness of social advertising. Managerially, our results have important implications. companionable advertising and the use of online social networks is e? ective. However, when advertisers attempt to strengthen this social 4 in? uence in ad copy, consumers come on less likely to resolve positively to the ad. This is, to our knowledge, the ? st piece of empirical support for emerging managerial theories that emphasize the need for ? rms to not appear too obviously commercial when exploiting social media (Gossieaux and Moran, 2010). 5 2 work Experiment The ? eld experiment was impress by a bittie non-pro? t that provides bringing upal scholarships for girls to attend high school in easternmost Africa. Without the intervention of this non-pro? t, and other non-pro? ts like them, girls do not attend lowly school because their families prioritize the education of sons. though the non-pro? ts main mission is funding these educational scholarships, the non-pro? has a secondary mission which is to inform young state in the US about the state of education for African girls. It was in aid of this secondary mission that the non-pro? t notice up a Facebook page. This page help oneselfs as a repository of interviews with girls where they guide the challenges they have faced. To launch the ? eld experiment, the non-pro? t followed the procedure described in A/B Testing your Facebook Ads Getting give away results through experimentation (Faceb ook, 2010) which involved setting up ten-fold competing shake ups. These ad shake ups was targeted to three di? erent groups as shown in prorogue 1. The ? st group was a broad untargeted campaign for all Facebook users aged 18 and older in the US. The second group were state who had already expressed interest in other charities. These populate were identi? ed using Facebooks broad category targeting of brotherly love + Causes. The third group were tribe who had already expressed an interest in Education + Teaching. Previously, the pilot ladder had tried such reasonably broad targeting with little success and was anticipant that social advertising would improve the ads performance (Tucker, 2011b). In all cases, the charity explicitly excluded current fans from seeing its ads.For each of these groups of Facebook users, the non-pro? t launched a socially targeted nisus. These ads employed the Facebook ad option that meant that they were targeted only to users who were fri ends of existing fans of the charity. This also meant that when the fan had not opted-out on Facebook, the ad also displayed a social sanction where the name of the friend was shown at the bottom of the ad as shown in Figure 1. 6 fudge 1 Di? erent Groups Targeted Condition Untargeted baseline lonesome(prenominal) Shown Baseline text All volume in US over age of 18 who are not fans of the non-pro? t already.All people in US over age of 18 who state a? nity with charities on their Facebook pro? le who are not fans of the non-pro? t already. All people in US over age of 18 who state a? nity with education on their Facebook pro? le who are not fans of the non-pro? t already. societal Variant Shown all 5 texts from set back 2 All people in US over age of 18 who are friends of the non-pro? ts supporters who are not fans of the non-pro? t already. All people in US over age of 18 who state a? nity with charities on their Facebook pro? le who are friends of the non-pro? ts supporters who are not fans of the nonpro? already. All people in US over age of 18 who state a? nity with education on their Facebook pro? le who are friends of the non-pro? ts supporters who are not fans of the nonpro? t already. Charity Education The non-pro? t varied whether the campaign was demographically targeted and whether the campaign was socially targeted, and also explored di? erent ad-text conditions. Table 2 describes the di? erent ad-copy for each condition. Each di? erent type of ad-copy was accompanied by the same picture of an appealing secondary-school student who had bene? ted from their program.The socially targeted ads displayed all ? ve chance changeables of the advertising message depicted in Table 2. For each of the non-socially-targeted campaigns, we ran the baseline variant of the ad text which, as shown in Table 2, simply says answer girls in easternmost Africa change their lives through education. The non-pro? t could not run the other four conditions that ref er to others actions, because federal regulations require ads to be dependable and they did not want to mis tow potential supporters. The di? erent ad conditions were broadly designed to cover the kinds of normative and informational social in? ence described by Deutsch and Gerard (1955) Burnkrant and Cousineau (1975). 1 We want to be all the way that we do not argue that these advertising measures 1 Other forms of social in? uence studied in the literature involve network externalities where there is a performance bene? t to multiple people adopting (Tucker, 2008). However, that does not seem to be relevant 7 Table 2 Di? erent Ad-Text Conditions Condition Baseline Be like your friend Ad-Text friend girls in East Africa change their lives through education. Be like your friend.Help girls in East Africa change their lives through education. gullt be left out. Help girls in East Africa change their lives through education. Your friend knows this is a good cause. Help girls in Ea st Africa change their lives through education. hit the books from your friend. Help girls in East Africa change their lives through education. Dont be left out. Your friend knows Learn from your friend. capture all types of social in? uence or are necessarily successful at distinguishing amongst the di? erent types of social in? uence that are possible. The literature on social in? ence has emphasized that the underlying mechanism is nuanced and complex. Obviously, di? erent types of social in? uence relate and interact in moods that cannot be teased apart simply with di? erent wording. However, the adaptation in messages does allow us to study whether explicit advertising messages that attempt to use di? erent types of wording to evoke social in? uence are e? ective in general. Figure 1 Sample Ad Figure 1 displays an anonymized sample ad for a social ad in the be like your friend condition. The blacked-out top of the ad contained the non-pro? ts name. The grayedhere. out botto m of the ad contained a supporters name, who had liked the charity and was a Facebook friend of the person who was being announce to. It is only with developments in technology and the development of automated algorithms that such individualized display of the friends name when pertinent is possible. Table 3 describes the demographics of the roughly 1,500 fans at the beginning of the campaign. Though the initial fans were reasonably spread out across di? erent age cohorts, they were more female than the average population, which makes sense given the personality of the charity.At the end of the experiment, the fans were slightly more likely to be male than before. The way that Facebook broods data means that we have access to the demographics only of the fans of the charity, not of those who were advertised to. Table 3 presentationgraphics of the non-pro? ts fans before and after the ? eld experiment Age 18-24 25-34 35-44 45-54 55+ Total Before Male 5 5 6 3 3 22 Experiment afte rward Experiment Female Male Female 13 8 14 14 6 14 17 6 16 13 3 13 10 4 10 67 27 67 The Total row does not add up to one C% because fans who are below 18 years of age are omitted. 9 3 DataThe data that Facebook shares with advertisers is both anonymous and aggregate. This means that we cannot trace the e? ects of social advertising on the friends of every one individual. It also means that we cannot examine heterogeneity in the degrees of in? uence across individuals, as is studied, for example, by Godes and Mayzlin (2009) in their study of o? ine ? rm-sponsored communications. However, given that the central research question of the study is whether, on average, di? erent types of social advertising are more e? ective, the aggregate nature of the data is su? cient.Table 4 ideas daily abstract statistics for the campaigns in our data. Over a 5-week period, there were 630 observations. There were 18 campaigns in supply that consisted of a) The three baseline conditions that were demographically targeted to everyone, charity-lovers and education-supporters and used the baseline text, and b) The ? fteen social ad conditions that had all the ? ve di? erent types of text, and socially targeted sepa layly to everyone, charity-lovers and education-supporters. Table A2 in the appendix provides a summary of these campaigns. Table 4 Summary Statistics Mean Std Dev Min Max just Impressions 13815. 13898. 6 1 98037 Average pokeys 5. 06 5. 17 0 37 Connections 2. 70 3. 52 0 24 Unique gaols 5. 04 5. 14 0 36 Daily Click valuate 0. 11 0. 10 0 1. 27 Impression Click vagabond 0. 045 0. 047 0 0. 50 Cost Per Click (USD) 0. 98 0. 40 0. 31 3. 90 Cost Per 1000 views (USD) 0. 52 1. 37 0 24. 5 Ad-Reach 6165. 7 6185. 0 1 60981 frequence 2. 32 0. 82 1 9. 70 18 ad variants at the daily level for 5 weeks (630 observations) There are two click-through rates reported in Table 4. The ? rst click-through rate is the proportion of people who clicked on an ad that twenty-four hours. T he denominator here is the 10Ad-Reach measure that captures the number of people exposed to an ad each day. The second click-through rate is per ad impression. We focus on the condition in our econometric analysis, because impressions can be a function of person refreshing their page or using the back button on the browser or other actions which do not necessarily get out to increased exposure to the ad. We show cogency ulteriorly to using this click-through rate per impression measure. Due to the relatively small number of clicks, these click through rates are expressed as serving foretells or sometimes as fractions of a percentage drive.In our regression analysis we also use this scaling in order to make our coe? cients more easily readable. 2 The data also contains an resource means of measuring advertising success. The radio link rate measures the number of people who liked a Facebook page within 24 hours of seeing a sponsored ad, where the denominator is the ads reach that day. We compare this measure to clicks in subsequent analysis to invert that the click-through rate is capturing something meaningful. We also use the cost data about how much the advertiser paid for each of these ads in a robustness check.The data reassuringly suggests that there were only ? ve occasions where someone clicked twice on the ads. Therefore, 99. 8% of the click-through rate we measure captures a single individual clicking on the ad. 2 11 Figure 2 Social advertising is e? ective 4 4. 1 Results Does Social publicise Work? First, we present some simple evidence about whether social advertising is more e? ective than regular display advertising. Figure 2 displays the basic equality of aggregate (that is, across the whole ? ve-week period) click-through rates between non-socially-targeted ads and ads that were socially targeted.Since these are aggregate click-through rates they di? er from the daily click-through rates reported in Table 4. These are expressed as fra ctions of a percentage point. It is trim that social advertising earned far vauntingly-scaler click-through rates. The di? erence between the two bars is quite striking. To check the robustness and statistical signi? cance of this relationship, we turn to econometrics. The econometric analysis is relatively unequivocal because of the randomization induced by the ? eld tests. We model the click-through rate of campaign j on day t targeted to demographic group k as 2 ClickRatejt = ? SocialT argeting arcsecondj + ? k + ? t + j (1) SocialT argeting mugj is an index for whether or not this campaign variance was socially targeted and displayed the stock warrant. Since Facebook does not allow the test of these di? erent features separately, this is a combined (rather than separable) indicator. ?k is a ? xed e? ect that captures whether this was the untargeted variant of the ad. This controls for underlying systematic di? erences in how likely people within that target and untarget ed segment were to respond to this charity.We include a vector of troth dummies ? t . Because the ads are randomized, ? t and ? k should primarily improve e? ciency. We picture the speci? cation using ordinary least squares. Though we recognize that theoretically a click-through rate is bounded at one hundred since it is measured in percentage points, click-through rates in our data are never cosy to this upper bound or lower bound. 3 Table 5 reports our initial results. chromatography column (1) presents results for the simple speci? cation implied by equation (1) but without the date and demographic controls.The point estimates suggest that social targeting and a friends imprimatur increased the average daily clickthrough rate by nearly half. Column (2) repeats the analysis with the controls for date. It suggests that after controlling for date, the result holds. This is reassuring and suggests that any un eveness in how ads were served across days does not drive our results . It also suggests that our result is not an artifact of a failure of randomization. Column (3) adds an tautological coe? cient that indicates whether that campaign was untargeted rather than being targeted to one of the customer groups identi? d as being likely targets by the non-pro? t We also tried alternative speci? cations where we use the unbounded clicks measure (rather than a rate) as the dependent variable and show that our results are robust to such a speci? cation in Table A1, in the appendix. 3 13 Educational and Charity supporters. It suggests that indeed, as expected, an untargeted campaign was weakly ine? ective, though the estimate is not signi? pitch at conventional levels. We speculate that the apparent weakness of demographic targeting may be because target markets of charity and educational supporters is reasonably broad, and consequently may have ontained many an(prenominal) individuals who would not support an international charity. An obvious question is w hat explains the success of social advertising. One explanation is that the blurb of a friend is informative. Another explanation is that social targeting uncovers people who will be more likely to be interested in their charity as they are similar, in unobserved slipway, to their friends who are already fans of the charity. Manski (1993) pointed out that this particular issue of distinguishing homophily (unobserved characteristics that make friends carry on in a similar way) from the explicit in? ence of friends on each other is empirically problematic. Ideally, to address this we would simply randomize whether users saw the s or not. However, Facebooks advertiser interface does not allow that. What we can do is take advantage of the fact that sometimes ads are shown to people without the endorsement if that fan has selected a privacy setting which restricts the use of their forecast and name. The interface which users use to do this is displayed in Figure A1 all users do is simply select the No One rather than the Only my friends option.Of melt, this will not represent perfect randomization. It is likely that the fans who select stricter privacy settings di? er in unobserved ways from those who do not, and that therefore their social networks may di? er as well. However, despite this potential for bias, this does represent a useful opportunity to try to disentangle the power of social targeting to enable homophily and the power of personal endorsements. Column (4) displays the results of a speci? cation for equation (1) where the dependent variable is the revolution rate for these socially targeted but not socially endorsed ads.Here for ads that were being shown to friends, the click-through rate was only calculated for occasions when the endorsement was not shown. A comparison of Column 14 (3) and Column (4) in Table 5 makes it clear the ads that were displayed to friends of fans but lacked a clear endorsement were less e? ective than those that had a clear endorsement. However, they were still measurably more e? ective than non-socially-targeted ads. It appears that, roughly, the endorsement accounted for less than half of the persuasive e? ect and the ability to use social networks to target the ad accounted for slightly more than half of such ads e? acy. Columns (5) and (6) of Table 5 estimate the speci? cation separately by whether the campaign was targeted or untargeted. Though the point estimate for the targeted campaigns is higher, it is notable that social advertising modify the performance of both targeted and untargeted campaigns. Given the widely reported lack of e? cacy of untargeted campaigns (Reiley and Lewis, 2009), the increase in e? ectiveness allowed by social advertising appears large for untargeted campaigns. 15 Table 5 Social Targeting and arcsecond is E? ective (4) No Endorsement Click Rate SocialTargeting EndorsementAll (1) Click Rate 0. 0386??? (0. 0123) (2) Click Rate 0. 0385??? (0. 0108) 0. 0287?? ( 0. 0143) -0. 000275 (0. 0122) 0. 0794??? (0. 0116) 0. 0132 (0. 0166) (3) Click Rate 0. 0386??? (0. 0125) Untargeted (5) Click Rate 0. 0297??? (0. 00755) Targeted (6) Click Rate 0. 0376??? (0. 00927) SocialTargeting Untargeted ceaseless 16 battle Controls No Yes Yes Yes Yes Yes Observations 630 630 630 630 210 420 Log-Likelihood 542. 1 610. 3 610. 3 427. 8 187. 7 452. 3 R-Squared 0. 0221 0. 212 0. 212 0. 119 0. 317 0. 228 OLS Estimates. low-level variable is the percentage point of people who click on the ad.Dependent variable in Columns (4) for social ads is the percentage point daily click-through rate of ads that did not display the endorsement. Robust mensuration errors. * p < 0. 10, ** p < 0. 05, *** p < 0. 01 4. 2 Robustness Table 6 checks the robustness of the ? nding that social targeting and endorsement are effective, to di? erent de? nitions of the dependent variable. Column (1) reports the results of using a dependent measure which is the percentage click-through per impression. Again, we ? nd that social advertising is more e? ective, though the e? ectiveness is less pronounced and less on the button estimated than before.This suggests that the appeal of social advertising is not necessarily enhanced by multiple exposure. It could also, of course, merely re? ect noise introduced into the process by someone refreshing their browser multiple times. The results so far suggest that consumer privacy concerns or the intrusiveness of such ads do not seem to outweigh the appeal of social advertising for consumers. 4 There is forever and a day the possibility of course that people clicked on the ads because they were annoyed or wanted to understand more the extent of privacy intrusion rather than because the ads were rattling e? ective.To explore this, we estimate a speci? cation where the dependent measure was the proportion of clicks that became subscribers of the newsfeed. The results are reported in Column (2). We see that again social adve rtising appears to be more e? ective at encouraging Facebook users to take the intended action as well as simply clicking. This is evidence that people are not clicking on social ads due to botheration at their intrusiveness but instead are clicking on them and taking the action the ads intend to encourage them to take. Untargeted ads are less likely to lead to conversions than those targeted at appropriate demographics.This makes sense these people are being targeted just because they are the kind of people who have signed up for such news feeds in the past. A ? nal question is whether ads that are socially targeted and display endorsements are more expensive for advertisers, thereby wiping out their relative e? ectiveness in terms of return on advertising investment. We explore this in Column (3) of Table 6. There are This may be because Facebook users ? nd it reassuring that these ads, though narrowly targeted, are not overly visually intrusive (Goldfarb and Tucker, 2011). 4 17 everal missing observations where there were no clicks that day and consequently there was no price recorded. In Column (3), we report the results of a speci? cation where our explanatory variables is the relative price per click. The results suggest that advertisers earnings less for these clicks that are socially targeted. This suggests that Facebook is not charging a premium for this kind of advertising. Though Facebook shrouds in secrecy the precise pricing and auction mechanism underlying their advertising pricing, this result would be consistent with a mechanism whereby advertisers pay less for clicks if they have higher clickthrough rates.In other words, prices paid bene? t from an modify quality-score (Athey and Nekipelov, 2011). The results also suggest that advertisers pay less for demographically untargeted clicks which is in line with previous studies such as Beales (2010). Table 6 Social ad is E? ective Checking robustness to di? erent dependent variables SocialTarg eting Endorsement (1) Click Rate (Multiple) 0. 0108?? (0. 00501) 0. 00526 (0. 00582) Yes 630 1086. 5 0. cl (2) Clicks to Connections Rate 0. 433??? (0. 0997) -0. 321??? (0. 0768) Yes 554 -467. 5 0. 163 (3) Cost Per Click (USD) -0. 95??? (0. 0480) -0. 177??? (0. 0520) Yes 559 -129. 0 0. 426 Untargeted go out Controls Observations Log-Likelihood R-Squared OLS Estimates. Dependent variable is the click-through rate (expressed as a fraction of a percentage point) for impressions in Column (1). Dependent variable in Column (2) is the clicks to conversions rate. Dependent variable in Column (3) is cost per click. Robust mensuration errors. * p < 0. 10, ** p < 0. 05, *** p < 0. 01 4. 3 What Kind of Social publicise gists Work? We then go on to explore what kind of advertising message works in social ads.We distinguish between ads that rely simply on the Facebook algorithm to promote social in? uence by featuring the automated endorsement at the bottom of their ad, and ads that ex plicitly refer to this endorsement in their ad copy. 18 Table 7 Social Advertising is Less E? ective if an Advertiser is Too Explicit (3) No Endorsement Click Rate SocialTargeting Endorsement All (1) Click Rate 0. 0577??? (0. 0139) (2) Click Rate 0. 0571??? (0. 0113) 0. 0333?? (0. 0168) -0. 0287??? (0. 00886) -0. 000463 (0. 0122) -0. 0136 (0. 0115) -0. 0189? (0. 01000) -0. 0378??? (0. 0115) -0. 0429??? (0. 0144) -0. 101 (0. 0124) Yes 630 615. 4 0. 225 Yes 630 618. 1 0. 232 Yes 630 429. 5 0. 124 Yes 210 189. 6 0. 329 Yes 420 461. 0 0. 260 -0. 000281 (0. 0177) 0. 0161 (0. 0169) -0. 0303? (0. 0167) -0. 0284?? (0. 0124) Untargeted (4) Click Rate 0. 0498?? (0. 0245) Targeted (5) Click Rate 0. 0527??? (0. 0130) SocialTargeting SocialTargeting Endorsement ? Explicit Untargeted SocialTargeting Endorsement ? Dont be left out SocialTargeting Endorsement ? Be like your friend SocialTargeting Endorsement ? Learn from your friend 19 SocialTargeting Endorsement ? Your friend knows SocialTargeting ? ExplicitDate Controls Observations Log-Likelihood R-Squared OLS Estimates. Dependent variable is the percentage points of people who click on the ad. Dependent variable in Columns (3) adjusted for social ads so that is the percentage point daily click-through rate of ads that did not display the endorsement. Robust touchstone errors. * p < 0. 10, ** p < 0. 05, *** p < 0. 01 We use the additional binary indicator variable Explicitj to indicate when the advertiser uses a message that evokes social in? uence explicitly in their ad copy, in addition to the social endorsement automated by the Facebook algorithm.This covers all the non-baseline conditions described in Table 2. We interact this with the SocialT argeting Endorsementj , meaning that SocialT argeting Endorsementj now measures the e? ect of the baseline effect, and the interacted variable measures the incremental advantage or disadvantage of mentioning the friend or the potential for social in? uence in the ad. Colum n (1) of Table 7 reports the results. The negative coe? cient on the interaction between Explicit and SocialT argeting Endorsementj suggests that explicit reference to a social in? uence mechanism in the ad a? ected the performance of the ad negatively.That is, when the advertiser themselves were explicit about their intention to harness social in? uence, it back? res. Further, the large point estimate for SocialT argeting Endorsementj suggests that the baseline message is even more e? ective than the estimates of Table 5 suggested. Column (2) in Table 7 reports the results of a speci? cation where we break up Explicit by the di? erent types of social in? uence- center advertising messages featured in Table 2. It is striking that all measures are negative. It is also suggestive that the one message that was not statistically signi? ant and had a smaller point estimate than the others did not refer to the friend explicitly but instead referred obliquely to the friends action. This is speculative, since the point estimate here is not statistically di? erent from the others due to its large standard error. Column (3) repeats the exercise for the click-through rate for the ads that did not display an endorsement that we investigated in Table 5. Since these ads did not display the friends name at the bottom, it should not be so obvious to a viewer that the ? rm is explicitly trying to harness the social in? uence that results from the friend being a fan of the charity.We recognize that there may of course be some confusion at the mention of a friend when no name is displayed, but this confusion should work against us rather than for us. In this case, 20 we do not see a negative and signi? cant e? ect of the Explicit advertising message which referred to a friend. This suggests that it was the faction of the friends name and the mention of social in? uence which was oddly o? -putting. The results in Column (3) suggest that what is damaging is the combination of an advertiser making it explicit they are trying to harness social in? ence and the algorithmic social advertising message. We next explored whether this ? nding that attempts by advertisers to explicitly harness social in? uence in their ad text damaged the e? ectiveness of social advertising di? ered by the target group selected. Column (4) presents the results for the campaign that was targeted at friends of fans who were simply over 18 years old and based in the US. Column (5) presents the results for the group of users whom the charity selected as being in the target demographic groups for the campaign that is users whose Facebook pro? e revealed their support for other educational and charitable causes. What is striking is the similarity of the estimates for the e? cacy of social advertising and the damage do by the advertiser being overly explicit about social in? uence across Columns (4) and (5). Again, similar to the results reported in Table 5 social advertising appears to be able to o? er as nearly as large a emanation to ad e? cacy for an untargeted population as a targeted one. 4. 4 behavioral Mechanism We then collected additional data to help rule out alternative explanations of our ? nding that the explicit mention of social in? ence was undesirable in social ads. One obvious potential explanation is that what we are measuring is simply that people are unaware that what they are seeing is actually an ad, rather than part of Facebook. When a non-pro? t uses a message such as Be like your friend then it becomes obvious that this is an ad, and people respond di? erently. To test this, we persuaded the non-pro? t to run a subsequent experiment that allowed us to explicitly tease this apart. In this experiment we compared the performance of ads that said Please read this ad. Help girls in East Africa 21 change their lives through education. , and ads that simply said Help girls in East Africa change their lives through education. 5 If it is was t he case that Facebook users were simply mistaking socially targeted ads for regular content and the explicit appeals to social in? uence stopped them making this mistake, we would expect to also see a negative e? ect of wording that made it clear that the message was an ad. However, it appears that adding Please read this ad if anything helped ad performance, which suggests that it was not the case that Facebook users were simply mistaking socially targeted ads for content if there is no explicit message.Obviously, though, the sample size here is very small, making more de? nitive pronouncements unwise. Table 8 Not Driven by Lack of Awareness of Advertising or Universally Unappealing Ad Copy Knowledge (1) Click Rate 0. 0312? (0. 0160) 0. 0114 (0. 0288) appearance (2) Click Rate 0. 0194 (0. 0208) 0. 0376? (0. 0221) 0. 0449? (0. 0254) -0. 00448 (0. 0218) 0. 0172 (0. 0254) 0. 127?? (0. 0584) (3) Click Rate 0. 0182 (0. 0208) SocialTargeting Endorsement SocialTargeting Endorsement ? Exp licit SocialTargeting Endorsement ? Dont be left out SocialTargeting Endorsement Be like your friend SocialTargeting Endorsement ? Learn from your friend SocialTargeting Endorsement ? Your friend knows Date Controls Yes Yes Yes Observations 20 60 60 Log-Likelihood 55. 43 91. 77 103. 7 R-Squared 0. 916 0. 267 0. 508 OLS Estimates. Dependent variable is the percentage point of people who click on ad that day. Robust standard errors. * p < 0. 10, ** p < 0. 05, *** p < 0. 01 Recent research has questioned the use of the imperative in advertising copy, which is why we used delight (Kronrod et al. , 2012) 5 22 Another alternative explanation for our ? dings is that the messages referring to the friend were poorly-written or unappealing. To test whether this was the case, we selected an alternative set of users whom might be expected to react in an opposite way to potential presumptions of social in? uence. Speci? cally, the charity agreed to run test conditions identical to those i n Table 2 for the people who expressed a? nity with Fashion goods on their Facebook pro? les. The Fashion category of users were chosen because typical models of social in? uence have focused on fashion cycles (Bikhchandani et al. , 1992).These models emphasize the extent to which people who participate in Fashion cycles receive explicit utility from conformity, even when this conformity is arouse by a ? rm. In other words, they may ? nd advertiser-endorsed social in? uence more persuasive and advertiser attempts at emphasizing the power of social in? uence more acceptable than the general population does. This group of users exhibits a very di? erent pattern to that exhibited by the general population. They appear to respond somewhat positively to social advertising, though this estimate is imprecise and the point estimate is smaller than for the other conditions.However, strikingly, they reacted particularly positively to advertising messages that emphasized social in? uence and the actions of the friend in the ad copy. In other words, social advertising for this group worked even when the advertiser explicitly embraced the potential for social in? uence. This result suggests that there may be heterogeneity in consumer responses to the wording of social advertising messages depending on their previous economic consumption patterns. This is evidence against an alternative explanation for our results in Table 7 based on these advertising messages which explicitly refer to the potential for social in? ence being confusing or overly wordy, since they were e? ective for this group of Fashion fans. In general, the results of Tables 7 and 8 suggest that there is heterogeneity in distaste for advertiser attempts to harness social in? uence given previous consumption patterns, but that for the average person the e? ects are negative. 23 5 Implications How helpful is data on social relationships when it comes to targeting and delivering advertising content? This pap er answers this question using ? eld test data of di? erent ads on the large social network site Facebook. We ? nd evidence that social advertising is indeed very e? ctive. This is important, as for the past few years social network websites have often been dismissed by advertisers as venues for paid media, that is, paid advertising. Instead, the emphasis was on earned or organic media whereby social networks were venues for organic word of mouth. This dismissal of paid advertisements was echoed in the popular and marketing press with headlines such as Online Social vane and Advertising Dont Mix and Facebook Ad Click-Through Rates atomic number 18 Really Pitiful (Joel, 2008 Barefoot and Szabo, 2008). Our results suggest, however, that as social advertising develops this will change swiftly.In particular, social networks will be able to exploit their respectable inherent network e? ects to enlarge their share of advertising dollars. Strikingly, we ? nd that the average Facebook use r appears to ? nd social advertising as done by the standard Facebook algorithm appealing. However, when advertisers attempt to emulate or reinforce this social in? uence, consumers appear less likely to respond positively to the ad. Speculatively, the results suggest that intrusive or highly personal advertising is more acceptable if done algorithmically by a faceless entity uch as a computer than when it is the result of evident human agency. Very speculatively, there is perhaps a parallel with users of web-based email programs accepting an algorithm scanning their emails to serve them relevant ads when the interception of emails by a human agent would not be acceptable. Our results suggest that social advertising works well for both targeted and untargeted populations, which may mean that social advertising is a particularly useful technique when 24 advertising to consumers outside the products natural or obvious market segment since their are less obvious ways of targeting in t hese settings.The majority of this e? cacy appears to be because social targeting uncovers unobserved homophily between users of a website and their underlying receptiveness to an advertising message. There are of course limitations to our study. First, the non-pro? t setting may bias our results in ways that we cannot predict. 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Management Science 57 (5), 828842. Zubcsek, P. and M. Sarvary (2011). Advertising to a social network. Quantitative Marketing and Economics 9, 71107. Social Networks, Personalized Advertising, and Privacy Controls. 28Figure A1 Control interface for switching o? Endorsement A-1 Table A1 Robustness of Table 5 to using number of clicks as dependent variable OLS (1) Average Clicks SocialTargeting Endorsement 1. 991??? (0. 394) -0. 0385 (0. 422) 0. 000405??? (0. 0000443) Poisson (2) Average Clicks 0. 258??? (0. 0746) 0. 134 (0. 0817) 0. 0000327??? (0. 00000638) veto Binomial (3) Average Clicks 0. 230?? (0. 0922) 0. 187 (0. 123) 0. 0000455??? (0. 0000135) Untargeted Ad-Reach Date Controls Yes Yes Yes Observations 630 630 630 Log-Likelihood -1484. 8 -1417. 6 -1394. 7 R-Squared 0. 755 O LS Estimates in Columns (1)-(2).Dependent variable is the Number of clicks on the ad in Columns (3)-(4). Robust standard errors. * p < 0. 10, ** p < 0. 05, *** p < 0. 01 A-2 Table A2 Summary of 18 discharges Campaign 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 Social Ad? Social Advertising Social Advertising Social Advertising Social Advertising Social Advertising Social Advertising Social Advertising Social Advertising Social Advertising Social Advertising Social Advertising Social Advertising Social Advertising Social Advertising Social Advertising Non-Social Advertising Non-Social Advertising Non-Social Advertising monstrance Targeting?Demo 1 Targeted Demo 1 Targeted Demo 1 Targeted Demo 1 Targeted Demo 1 Targeted Demo 2 Targeted Demo 2 Targeted Demo 2 Targeted Demo 2 Targeted Demo 2 Targeted Untargeted Untargeted Untargeted Untargeted Untargeted Demo 1 Targeted Demo 2 Targeted Untargeted Message Baseline Message 1 Message 2 Message 3 Message 4 Baseline Message 1 Message 2 Message 3 Message 4 Baseline Message 1 Message 2 Message 3 Message 4 Baseline Baseline Baseline A-3

Literature Review of 14-19 Education Essay

Abstract This literature review comp atomic number 18s research conducted and articles written astir(predicate) the tuition of 14-19 discipline and the changes it has g ace d maven since 2002. It briefly come onlines the initial execution of instrument of 14-19 breeding during the Thatcher organization before going on to concentrate on how the Labour presidency introduced Diplomas and what the Coalition government atomic number 18 doing to push this suppuratendum forward. It asks whether schoolman and vocational culture preserve ever be cherished equ altogethery and whether the adit of 14 year olds in further statement establishments is successful or not.The majority of the literature was commissioned either by the government or conducted in 14-19 readingal establishments. Similarities and comparisons mingled with the research are identified and questions are asked as to how successful it dexterity be in the futurity. . History of 14-19 preparation The idea of 14-19 education was introduced in 1983 by the unprogressive government d stimulate the stairs its leader Margaret Thatcher. The first development was called the Technical and vocational learning Initiative (TVEI), and was a pilot scheme was rolled come unwrap of the closet into schools and colleges in1988.The scheme was run by the Manpower religious services Commission (MSC,) which came under the discussion section of Employment not the Department of command and Science. Jeremy Higham and David Yeomans point out in the capital of the United Kingdom appraise of Education (2011) that, from 1988 to 2002 14-19 vocational education was on simmer and it was not until 2002 under the New Labour government that we dictum renewed enthusiasm to for this celestial orbit of education. The initiative came from the Curriculum 2000 Reform of get in Qualifications.Between 2002 and 2010 the focus was back on the progression of our new-made concourse and, intrinsicly, the coming(preno minal) of our hunt down force. The Labour government commissioned an independent question by Mike Tomlinson in 2004 who proposed a new vision for 14-19 education, recommending the introduction of Diplomas. These would build on the strengths of the education arranging of rules already in place. further the government rejected this and decided to keep GCSE and A levels nevertheless(prenominal) to spin diplomas as an alternative the initiative cooked deference from schools, colleges and topical anaesthetic authorities.Diplomas were introduced in 2008 but wee-wee not been successful in gaining credit in diligence or education this has brought forward many issues relating to 14-19 education from belief and study, funding, employer regions and the integrating of school age pupils in FE colleges. The current Coalition government commissioned Alison wolf to review 14-19 education in 2011. Academic/vocational Education and Funding A major fraction in 14-19 education is atti tudes towards schoolman and vocational learning.To confront equality and value to both sides of what is gloss over an educational divide we demand to alter societys intellection and mixer attitudes. The review of the 14-19 Green write up by the Department for Education (2002) declares that, Pushing for parity of esteem in the current educational mode leads to pedanticianising vocational capables. It was felt by some that the vocational was being forced into the traditional classroom-dominated skill environment, rather than rea contentionically accepting the different precept and assessment demands of vocational courses. (DfES, 2002) Even though there are differences surrounded by the academic and vocational streets, give lessonsing and assessment methods have to be different, buttocks the value of acquisition and the qualification be equal? The DfES review does state that to make attitudinal changes requires substantial investment as well as foresighted term con sultation and marketing campaigns which they compare to the commitment to improving the spacious term plan of the National Health Service (NHS).Connexions consulted with learners in 2001 to gain their view on government papers entitled Green paper-Schools anatomical structure on Success, 2001 and white paper-Schools Achieving Success, 2001. The focus group of learners conducted by Connexions produced a peremptory result. Learners were enthusiastic about being asked to participate in the consultation and formulating opinions on education, they think that, the choice of core subjects was generally right.They wanted to maintain the entitlement to call for a modern foreign language, design and technology, the arts and the humanities. The subjects, deemed essential for individualised development for example citizenship (which is to be introduced as a statutory subject within the National Curriculum from September 2002), religious education, sex and wellness education, physical ed ucation, work related learning and careers education should all be overbearing although not necessarily studied to GCSE level if the young someone does not want to. (Connexions, 2002)Regarding the discussion on the equality of academic and vocational reading young tribe were of the opinion that, vocational pathways leaded to be heavily publicised to young plurality themselves, employers and higher(prenominal) education institutions so that the pathways became quickly established to form part of the traditional pathways for entry to higher education. (Connexions, 2002) Comparing the two opinions, the DfES review of the 14-19 Green Paper by the Department for Education and the consultations conducted by Connexions both from 2002.The DfES wanted to take their date to get a line development of 14-19 education was more successful, but the learners wanted satisfy to be quick, as they could see the benefit of changing views and progression. This showed that they want to progress and do have aspirations of Higher Education (HE). Tomlinsons (2004) VE proposal was not interpreted on board fully, solo in part with Diplomas being introduced as an alternative to GCSE and A takes. Do we need a radical see the light of 14-19 education as he suggested? To change deep rooted attitudes and opinions in society about academic and vocational education, maybe it is necessary.An article in the guardian stated prior to launch of the diplomas, We have never seen liberal new public qualifications arrive with so little input from quite a little who have experience in qualifications and teaching. ( Meikle 2007) It would seem that the implementation of diplomas has been rushed therefore they have not achieved the status indispensable to change opinions. In response to Tomlinsons (2004) proposals for diplomas the Nuffield brushup (2009) asks the question, who is responsible for the vocational Training Education system?In the UK it is not clear, but does include a long li st of people parents, bookmans, the government, education and training providers and employers. Vocational courses have been seen to have less value than traditional educational routes with fewer opportunities to progress to HE and pass on qualifications but, as Alison creature (2011) points out, other countries have reformed their systems and increased come of students taking two and three year learning programmes.She states, Bringing vocational pathways into a single framework would give formal equality of standstill up amongst, academic, vocational, and mixed pathways, recognise areas of overlap between them provide opportunities to combine, transfer, and progress between them and tick greater educational content within vocational programmes. It would make them easier for learners to identify progression routed to advanced level and beyond. (Wolf, 2011) Wolfe (2011) agrees with the views of Tomlinson (2004) over the integration of academic and vocational education.With thi s in mind, as well as the research from the DfES and Connexions I quoted earlier, I believe it is the roles and responsibilities that need definition, from the education and political establishments to all people involved as well as those undertaking the training. However, a incorporate achievement and progression route in VE is necessary to engage employers and confer value to FE training and qualifications if we are to see equality between academic and vocational training. Wolf has recommended that the government extends funding up to the age of 24, as not all students leave have achieved a Level 2/3 by the age of 19.To ensure students achieve their probable in Maths and English, extending funding was also proposed. Wolf criticised the funding structure at present, saying that it gave colleges the incentive to create programmes for profit but not for the benefit of the students. She agreed with harbors opinion in 2005, and The Nuffield Review 2009, that funding should follow the learner encouraging institutions to collaborate which would integrate education and provide the best educational programme for each individual studentPolicy levers, i.e. funding and performance measures, should focus on collective action rather than promote institutional competition (Nuffield, 2009) Funding used as a policy lever could achieve more integration of academic skills into vocational areas. guide onion and Learning and Inspection VE has been taught in FE colleges because they are equipped for vocational subjects. Schools have primarily chosen classroom ground vocational subjects as they do not have the facilities to press realistic vocational learning, which defeats the object of VE.The unfasteneding of new educational establishments currently mean to cave in between now and 2014 University Technical Colleges (2012) (UTC) will give VE an identity of its own as well as integrate it with the national curriculum. autocratic education to the age of 18 will be i ntroduced from 2013 with more luck and choice being given to students to access VE making it more heavy than ever to progress 14-19 education. Issues were raised during research by the Learning and Skills enquiry Network (LSRN) who researched the capacity of the teachers and their institutions to meet the needs of younger learners (Harkin, 2006).For example, the college environment could be overwhelming and frightening, especially at lunchtimes. The research questioned who was responsible for the students, were they mature sufficiency to be treated in an expectant way? This identified conflict views some teachers thought they needed supervision all the time at college but others commented that colleges were not in loco parentis, but still had a duty of care. They did, however say that college support in the classroom was essential to maintain the safety of the student as well as managing behaviour.In conclusion, it was identified that getting feedback from 14-16 year old students about teaching and learning was difficult due to their unpredictability and poor literacy skills. For example, discussion was often an exotic concept for formulating and articulating their opinions and views, it is a more andragogical approach, one not used plenteous in a school environment for them to notion confident in expressing themselves. FE tutors need to have a clearer understanding of how teaching is carried out in schools, as it probably follows a more pedagogical approach.To ensure that college tutors adapt their teaching to the needs of younger student the TLRC said that, in that respect is a particular need for pedagogical training, rather than training in behaviour management, and for staff to understand the prior attainment of the students (Harkin, 2006, p. 36) I opinion that there is a need for behaviour management training during captain development as it complement teaching and learning in the classroom.The Nuffield Review (2009) highlighted the importance o f teachers being central to the planning of the curriculum for 14-19 year olds, Teaching quality and the relationship between teachers and learners is central to successful education. This requires a respect for the profession of teaching for the role of teachers as the custodians of what we value and as the experts in communicating that to the learners. Teachers should be central to curriculum development, not the deliverers of someone elses curriculum.(Nuffield, 2009) Tomlinson (2004) said that the quality of learning depends heavily on the quality of the teaching and that teachers would need time to develop their own skills in their subject area to keep up to date and inspired, especially in vocational teaching. Foster (2005) also said that, more emphasis was needed on update professional knowledge and industry development and even suggested sabbatical and moment opportunities between education and industry.This I feel is idealistic in at onces economic climate but I have in recent years seen increased opportunities to update professional skills within my own teaching establishment. He also asked that FE colleges cleanse employability and skills in their local area to contribute to economic growth and social inclusion and offer a range of courses that have solid foundations. With these extra roles are FE colleges spreading themselves too thinly? FE colleges are like the sum child aiming to please both compulsory education and higher education as well as employers.How can they do this most effectively and gain respectability for the diversity they offer both in courses, abilities, social backgrounds and disabilities of their students? Foster 2005 compared the situation in this country to the one in the States where they have no formal inspection process and colleges have a strong self-regulation policy. Giving responsibility and trust to our colleges would see the higher levels of achievement already evident in America. Assessment of institutions is a n added pressure. running(a) in English education we have come to accept it, but is the English systems controlling, heavy- handed approach necessary? Foster compared Britain with its European neighbours and concluded that they had a much lighter touch. Such development here would give FE tutors more self-esteem, less pressure and more time to teach. Employer contribution FE has always had to promote and build strong relationships with industry and employers, including, financial backing apprenticeships and work experience, and forming partnerships with employers to develop qualifications and make them relevant to industry.The TLRP in 2006 concluded that, We need a sector-by sector analysis of the distinctive role apprenticeship can dissemble in providing the knowledge and skills required in the contemporary economic and occupational context. Further and higher education, as well as employer bodies and trade unions, need to be involved in a forward-looking partnership that lifts t he work-establish route out if its social inclusion ghetto (The Teaching and Learning look plan 2006, p.40)In 2004, Foster commented that the LSC National Skill Survey of 2004, found that only 15%, of employers had made use of FE colleges when enquiring about training and skills needed in industry. Whilst Tomlinson ( 2004) wanted to reform 14-19 education and merge VE and academic learning, he had no view on how industry and employers would be an imperative and central part of the development in VE. College qualifications and skills teaching will not stand up to industry standards if employers are not consulted thoroughly.They need to be consulted initially to develop qualifications that are relevant as well as sporadically to integrate changes, updates and progression within industry. Links with employers have traditionally been through apprenticeships, mainly for 16-18 year olds. The introduction of adult apprenticeships has had an impact on apprenticeships getable to young pe ople as older apprentices can offer carriage skills and additional qualifications to an employer, The Wolf work confirms this, stating that 19+ students with A levels took the majority of pass on Apprenticeships.In 2008/9 there was a 7% fall in the number of 16-18 year olds starting on apprenticeships. This was due to the promotion of adult apprenticeships as well as the economic downturn of the country. With the age of compulsory education rising and a lack of apprenticeships being offered by employers, it will be important to inflect the links with employers to help young people stay in education, learn valuable skills and contribute to society for our future work force. The Wolf Report (2011) highlighted the need for employer engagement, saying that employers have step by step been frozen out of the way VE operates.Strengthening links between employers and VE is one of Wolfs major recommendations, as well as prioritising the development of apprenticeships and work experience and increasing the involvement of employers in FE colleges to improve employability. Her report recommendations summed up below, state Implementing its recommendations should raise the quality of provision, increase the time fatigued teaching and thinking about students, reduce the time spent on pointless bureaucracy, increase young peoples skills in critically important areas and make a real difference to young peoples ability to obtain involvement (Wolf, 2011, p.144).From the TLRP report 2006 and the Wolf Report 2011, 5 years apart, has much changed or been implemented? Working with employers, I have seen the effect of the economic decline in purpose opportunities and feel that some of the changes necessary are beyond the power of education specialists and need to come from alternative government policies to increase employment opportunities. The future The future involves change and evolution of what we have in place at present to ensure FE tutors keep up to date with knowledg e and skills.The government have introduced 13 University Technical Colleges (UTC) which will start to open in September 2012, with a government commitment to another 24 and plans for 100 in the next 5 years. UTCs are linked to a university and will be open all year round with a timetabled day between 8. 30am and 5. 30pm and cater for between 600-800 students. They will cover academic subjects in Maths, English, Sciences, Humanities and Languages as well as transferable employment skills. UTC students will have two specialist vocational subjects i. e. applied science and Advanced Manufacturing.The lengthened day will ensure that all homework, enrichment and work experience is covered in the timetable. FE colleges will have the opportunity to proceed co-sponsors but they will be led primarily by a university. Does this reduce the role of FE colleges? more seems designed to strengthen the progression forward to HE and not FE, whereas Foster (2005) described FE as essential to widen ing participation in HE and removing barriers. another(prenominal) emerging education route is Studio Schools which will be state-funded and wedge 300 students, time tabled between 9am and 5pm.Six are already open with another 6 planned by the end of 2012. They will teach through community projects, enterprise and work experience. By focussing on how subjects are delivered they may be able to contribute to closing the divide in vocational and academic education. These 2 different types of establishments are quasi(prenominal) in the way they are designed to transform of 14-19 education, such as opening times and their work and the community experiences approaches to learning. The biggest difference is the number of students enrolled.It seems that enormous academies have been growing over the last couple of years with come in excess of 1000 students. Throughout the research I have read there has been no mention of class sizes. It has been proved in the past that some students do n ot flourish in a large class environment but yet no one has thought to research this. I think on occasions students become a number and I hope that in the future we can still personalise education for the individual as they are all unique.Conclusion During this literature review I found a diverse range of opinions articles written about VE and academic education and how they can be both valued in society . In January 2012 Alison Wolf plump for the action to remove the equivalency of GCSEs from most vocational subjects. I feel this widens the gap of value between the two education routes but, UTCs and Studio Schools offer alternatives and it may be an advantage to separate academic and VE entirely.Through this research I have looked at many areas, concerns and government policies and one of the areas that I think is more important and has a direct relationship to teaching is how 14-16 years old learners integrate into FE colleges and whether learning is appropriate and meets their needs this is an important consideration that requires more research. Word Count-3100 Bibliography Connexions. (2002). Results of the Connexions Service consultations held with young people on the green paper. 14-19 extending opportunities, raising standards. Connexions.DfES. (2002). 14-19 green Paper Consultation Workshops Review. DfES. Foster, A. (2005). Realising the Potential, A review of the future of further education colleges. Nottinghamshire DfES Publications. Nuffield Foundation. (2009). educational for All The Future of Education and Training for 14-16 Year Olds. The Future of Education and Training for 14-16 Year Olds. Fuller, A. and Unwin, L. (2011). capital of the United Kingdom Review of Education, Vocational education and training in the spotlightback to the future for the UKs Coalition Government. capital of the United Kingdom Routledge.Harkin, J. (2006). Behaving like adultsmeeting the needs of younger learners in further education. capital of the United Kingdom Lea ning and Skills Council. Higham, J and Yeomans, D. (2011). Thirty years of 14-19 education and training in England Reflections on policy, curriculum and organisation. London Review of Education, 217-230. Hodgson, A. and Spours, K. (2010). Journal of Education and Work, Vocational qualifications and progression to higher education the case of the 14-19 Diplomas in the English system. London Routledge. Hodgson, A. and Spours, K. (2011).London Review of Education, Educating 14-19 year olds in England a UK lens on possible futures. London Routledge. Hodgson, A. , Spours, K. , and Waring, M. (2005). Higher Education, Curriculum 2000 and the future reform of 14-19 qualifications in England. London Routledge. Huddleston, P, Keep, W, Unwin, L,. (2005). Nuffield Review of 14-19 Education and Training Discussion Paper 33, What might the Tomlinson and white paper proposals mean for vocational education and work based learning? Teaching and learning Research Programme (2006). 14-19 Education an d Training.London Teaching and Learning Research Programme. Teaching and Learning Research Programme. (2006). 14-19 Education and TrainingA Commentary by the Teaching and Learning Research Programme. London Teaching and Learning Research Programme. Tomlinson, M. (2004). 14-19 Curriculum and Qualifications Reform, Final Report on the Working Group on 14-19 Reform. Wolf, A. (2011). Review of Vocational Education-The Wolf Report. Websites Studio Schools Trust. n. d. online Available at www. studioschooldtrust. org Accessed 30 January 2012 University Technical Colleges. n. d. online Available at.www. utcolleges. org Accessed 30 January 2012 Newspaper Articles Baker, L. (2011). Wolfs backing of vocational training is great, but she ducks the question of how much it will cost The Times educational Supplement. 25 March 2011, p. 31. Meikle, J. (2007) Diplomas being introduced too fast, warns MPs, The Guardian. 17 May 2007. online Vasager, J. (2012). Thousands of vocational qualifications to be stripped out of GCSE league tables. The Guardian. 31 January 2012. online Wolf, A. (2012) An end to qualifications that have no real value The Guardian. 31 January 2012. online.