An Effective Technique and Material in Learning English Essay

An Effective Technique and Material in Learning English English has an important role in many aspects of life. This statement leads us to the reason of why this language should be taught in schools. In Indonesia, English is used as the first foreign language that should be learned by the students even from elementary school until university. In using the language, there are many elements that have to be mastered, covering reading, listening, speaking, and writing. Song refer to a piece of music that have words and can be used in language teaching. It is suggested to include songs in language learning as well. The possibility of using songs in English as a foreign language class has been actively considered for the last two decades. It is considered because songs have many values in language teaching. Orlova (2003), states that it is possible to suggest that among the methodological purposes that songs are used in class, it is possible to rank the following: 1. Practicing the rhythm, stress and the intonation patterns of the English language. 2. Teaching vocabulary, especially in the vocabulary reinforcement stage 3. Teaching grammar. In this respect songs are especially favored by teachers while investigating the use of the tenses. 4. Teaching speaking. For this purpose, songs and mainly their lyrics are employed as a stimulus for class discussion 5. Teaching listening comprehension 6. Developing writing skills. For this purpose a song can be used in a variety of ways. From the songs, we can learn many things such as vocabulary, grammar, listening, speaking, writing, and of course reading. Benefit of Song Griffe (1992: 4) points out some advantages in using songs and music in the language classroom. There are some categories mentioned by Griffe, namely in classroom atmosphere, cultural input, text and student interest. They are as follows; 1. Songs create enjoyable classroom atmosphere Dealing with classroom atmosphere, songs and music can be used to make students relaxed and provide enjoyable classroom conditions. 2. They can introduce the culture of the songs. Either songs or music is reflection of the time and place that produce them. When the teacher brings songs into classroom, he will also bring the culture of the songs in the classroom. 3. Songs can be used as texts Songs also can be used as texts in the same way that a poem, short story or novel provided in the language classroom. From explanation above, songs have many benefits. Some of them are songs can motivate the students and make them more confident in their ability to listen the materials. The Criteria of Song Selection The important thing about choosing a song to do with a class is to make sure that the lyrics are clear. It can be very frustrating for the students not to understand a word. The recording should also be a good one. Lynch (2008), provides three principal song selection criteria, as follows: 1. Use songs that are popular with the students whenever possible. Unfortunately, students frequently select songs for classroom use which are objectionable in some way making the song unusable. 2. Songs must have clear and understandable lyrics. Nothing is worse than a song almost nobody can understand. If you have trouble understanding the lyrics by listening, then another song needs to be selected. 3. Songs should have an appropriate theme. There’s enough bad news, negativity and violence in the world already. Songs with any type of negative theme should be avoided. There are plenty of positive, upbeat, even humorous songs available. It is realized when teaching the students; we should choose the songs with suitable level of difficulty. The suitability of the song is a particularly important issue. It should be known whether or not the students like the song. The use of Singing Procedure There are various ways of using songs in the classroom. The level of the students, the interests and the age of the learners, the grammar point to be studied, and the song itself have determinant roles on the procedure. Apart from them, it mainly depends on the creativity of the teacher. Some examples of these techniques are: 1. Gap fills or close texts . Focus questions 3. True-false statements 4. Put the lines into the correct sequence 5. Dictation 6. Add a final verse 7. Circle the antonyms/synonyms of the given words 8. Discuss Many experienced textbook and methodology manual writers argue that songs have a great educational value. It can’t be denied that children, teenagers, and adults like music. While they are singi ng it, they are also doing other activities like learning, remembering new vocabulary, studying to pronounce words, etc. So, let’s try to learn English by using song and get the result!

A Visit to a Buddhist Temple

A visit to a Buddhist temple for a service is a chance for a new experience and to expand personal cultural horizons. I approached with an open mind on learning and experiencing what exactly the service had to offer. The service started at 9:30 and was very quiet. People just came in and knelt on the floor or sat in benched towards the back of the room. The front of the room was open and most people just went up and sat or knelt on the floor. There were some alters to a few gods. There were flowers, candles and incense burning at the front of the room. The service opened up with one and half hours of meditation.A time for reflection and prayer. At about 11:00 one of the monks went to the front and knelt facing the congregation. People sat up and faced him. The monk gave a long talk on the feelings of others and how we all should be considerate of those feelings. He spoke on the source of strength as the time one spends in meditation. He spoke for nearly an hour. (Brooke). Then severa l monks began chanting and coming from the back of the temple and marched to the front – others from the congregation began to join them. They were carrying various flowers, vegetables and incense burners.Some were also carrying incense which was not burning yet. hey replaced the older flowers with fresh and put food around the alter. They also put out more incense. When finished people began leaving. That was the entire service lasted about three hours. The people are very reflective on how they impact those around them. It was nice to see how other cultures worship. I was glad to take part and visit this new world. Bibliography Brooke, Cynthia. â€Å"Heartland Sangha: American Buddhism. † Heartland Sangha: What is they do? 1. 108 Aug 2001 1. 19 Feb 2009 .

Chapter 5 Notes Essays - Fiction, Literature, Mollusc Shells

hapter 5 NotesLiteracy Circles (LOTF) Ralph Is frustrated with his hairThinks to himself while walking on beachHe decided to call the group backLater, evening he blows the conch shell and group gathersAt the meeting place Ralph grips the conch shell and scolds the boys for failure in rules, refuse to work, do not gather water, neglect the signal fire, don't even use the designated toilet area.Ralph try's putting everything back in place to avoid the groups fear of monsters.Jack says there is no beastOne of the boys says he hasseena monster, stating it might come from ocean at night.Jack bravely says if there is a beast I will hunt it downJack makes fun of piggy and runs offPiggy urges ralph to blow the conch shell and get boys back to groupCrying echo is heardinthe distanceMainly the fear of the beast becomes more imposing"What I mean is, maybe it's only us" Simon basically counters theboy'slogic of beast being in ocean with maybe it is just our minds overwhelming us.Jack and the hu nters use the little boys fear to their advantage A manipulation that leads the rest of the group fearful and more willing to gain power to jack and his hunters.Jack plays smart andtriesto become the beast to showcase power Golding asserts we are all able to become the beastAll inall,this chapter summarizes the fear at the beach.There isanargument on who should be the new leaderForeshadowing: Jack and Ralph are fighting, jack wants to take position as leader which leads to conflict. Foreshadow because jack may try to takeRalph'sposition in future.Imagery: While Ralph is walking at beginning of chapter, fallen palms, and the grass at base of trunks.The fear of the beast symbolizes the break down of society and need for civilization. Simon is shown as a shy kid+

Operations management and its role Essay Example | Topics and Well Written Essays - 1500 words

Operations management and its role - Essay Example A fast food business has the ability to deliver a large quantity of food within a short duration of time. It also delivers the convenience of fast services and research shows that people are willing to forego quality for convenience. When a customer takes the food away it enables them to enjoy readymade food with comfort. Its market segment targets the middle and low class earners who contributes up to 70% of the population locally. This population includes university students, graduates and small sized businessmen. In struggling and development stage, they normally target the young and old-aged masses and since these age groups are present in largest population, they are able to develop and maintain a large market share. With all these competitive factors, they have managed to penetrate the local market successfully. A traditional sit in restaurant success can be attributed to the fact that it has two defined market segments. This is to say that their potential market is not differe ntiated. However they also compete against other market segments within the market environment with fast food outlets. They focus on high income families and business meetings to create a strong market and tap potential customers. (Richard & Colin 1992) Competitive Advantages and Priorities: In this regard, ( Irwin McGraw-Hill,2000 ) Terry Hill, a professor at London Business School presented the theory of Order winners and Order Qualifiers, which explains the process of how an internal functioning body designs its strategies to meet the competitive challenges and market success. Order winners and Order Qualifiers can be dealt separately if an investor has a low budget. According to theorists, Qualifier and winners have different aspects for business. If Qualifying is an objective, than a product has a quality of being considered by the customer which leads to the same standard of the product as your competitors have it. When it comes to Order Winning then a product must hold some e xtra ordinary specs than your competitor’s product to win the bid, which definitely requires more investment to maintain high standards. An investor must meet the requirement of Order Qualifier otherwise it can lead to a total loss. Whereas it is also required to keep a watch on the cost of production, otherwise it can lead to excessive increase in price, which again will divert the customers to an economical product. Research was carried out Sven Horte and Hakan Ylinenpa, which tells that unfortunately a wide gap is seen between product managers and customers which leads to a negative sales. When a product holds similar opinions between managers and customers, it is considered to be a â€Å"fit† product and ideal for sales growth. In relevance to our subject, a fast food outlet can get successful in

Analyze & compare works of are -what you are proud of Essay

Analyze & compare works of are -what you are proud of - Essay Example The striking characteristic of this painting is that it is a symbol of elegance, characterized by its high ability to capture and reflect lights. The colour schemes of the painting are also wholesomely expressive, bringing the image in the front and shaping the background more dull, to ensure every single detail of the painting is observable. What I am proud of from the activity is the fact that I have been able to differentiate the aspects of the two; Venice and Florence Renaissance artistic representations. From the activity, I learnt that; despite the use of the same material in painting, for example the use of oil canvas in both the above paintings, the nature of the visibility of the pieces of artwork can be different. Distinguishing the elements that makes the two paintings appear visibly different was the main challenge, but what I clearly understood is that the application of the colouring scheme and the foreshortening aspect makes the visibility aspect of the paintings different. The visibility concept is important to understand, because it is the essence of differentiating one art work from the

Political Essay Example | Topics and Well Written Essays - 750 words - 3

Political - Essay Example Some of the countries that exhibit the existence of state governments are found in Europe and America where a state government is a region within the larger nation that operates under its own laws though those laws fall within the jurisdictions of the federal laws. A nation is a group of individuals that co- exist within a given locales and these individuals may share religion, culture, language, and ethnicity. A nation is depicted as a sovereign state that is governed by its legislation and that protects the rights of every individual that lives in it. A nation is confined in a particular locality with clear territories that are widely respected under the international laws. A nation is guided by the federal law that is protected by the constitution of the nation, which every member of the nation must adhere to as a law-abiding citizen. The political environment that enables the nations to establish institutions of governance such as the courts drives most nations. The powers of the state/government derive from the established structures of governance that bestows power and authority to the government as stipulated under the constitution of a particular state. These institutions of governance enable the state to get taxes from its people in order to fast track its numerous developmental agendas it is undertaking. The judicial institution enables a state to enforce law and order thus becoming a powerful punisher to those individuals that may break the laws of the land. The state may employ its powers as a sovereign nation to solicit for financial funding on behalf of its people thus gaining powers on financial matters that aim at benefiting the entire folk. The government may spend this financial funding to develop education systems that are necessary to every member of the country thus obtaining powers to develop the required educational curriculum that is respected by every person. A state acquires its powers from the control it

Volunteer activity Essay Example | Topics and Well Written Essays - 250 words

Volunteer activity - Essay Example For this reason, continued pollution of an environment aims at altering environment that in turn expose them hazardous conditions. The idea of offering a service to the fewer fortunes struck my mind when I attended the mosque for the prayer service. It was their idea and I thought it could be of extreme importance to the fewer fortunes when implemented. The job was door to door walk with the aim of collecting clothing’s and bedding from the neighbourhood. I was unable to meet the deadline during my first attempt just because I felt ill. Later, I did my inquiry about the location and the name of the local shelter where I could deliver my collections. Fortunately, my inquiry was fruitful. Thereafter, I walked out for the collection from friends and neighbours. I managed to collect several bags of blankets and sleeping bags and approximately three large bags of coats and clothing which I delivered the local shelter. I felt comfortable doing the job and I will not hesitate to do it or activity of a similar kind once

Ancient giza Research Paper Example | Topics and Well Written Essays - 1500 words

Ancient giza - Research Paper Example The pyramid is believed to have been built as a tomb for one Egyptian Pharaoh whose name was Khufu. This explains the name Pyramid of Khufu. The name is translated as Cheops in Greek language and this also explains why the pyramid is also known as Pyramid of Cheops. Khufu was a pharaoh in the fourth dynasty. How pyramids were built. Pyramids were normally built from quarry stones. One of the major challenges faced by the Egyptians during early pyramid building was the mobility of the huge rocks as well as other raw materials. The illustrations from the Djehutihoep of the twelfth dynasty show an alabaster statue being pulled by around one hundred and seventy two people. It is estimated that the statue was about sixty tons heavy. It further estimated that one rock block required about forty five workers to move a block of about sixteen thousand three hundred kilogram (Penn State University 23). The Symbolism of Pyramids The shape of pyramids in early Egypt are said to have been symboli c. They are believed to have been representing primordial mound. The early Egyptians believed that the earth had been created from the primordial mound. The shape itself was believed to be a representation of the sunrays. For this reason most pyramids were from high polished and reflective white limestone. The purpose of this was to give the pyramid a shiny look like the sun. Some pyramids were given names that give them a sunny description. For instance, the pyramid at Senwosret in El-Lalun was formed named as Senwosret is shining. While it is generally accepted that the pyramids were general burial monuments, there have been continued disagreement about the particular theological foundational principles surrounded them. One of the theories is that they had been designed as a form of "resurrection machine.† The mummies in the pyramids were actually thought to continue with their lives (Lehner 84). The Egyptians had believed that the dark area brought by the night sky which th e stars appeared around was a heaven gate way. There was a sharp pointed end at the top of the pyramid. This has been believed to suggest that the pyramids were actually a way to send the demised pharaohs to the gods through this opening. Most of the Egyptian pyramids were located on or closer to the banks of river Nile. Most of these pyramids were found on the West of river Nile. This was where the sun normally set. This is said to have a symbol of representation of the demise of the pharaoh to be buried in that pyramid. This can be logically attributed that Nile was an important source of raw materials. The alluvial soil from the river banks as well as the proximity to a large quantity of water. Most of the Egyptian is desert and therefore proximity too water for such heavy construction is very important. The ancient Egypt had an elaborate and complex form of civilization. In fact the civilization from ancient Egypt is said to have influenced civilization in other parts of the wor ld. Although Arabic is the currently widely spoken language the Egyptian language was an indigenous language that was spoken during the ancient. They even had laws (Shupak 103). The language can be evidence from the specific kind of writing that existed in the ancient Egypt. The writings are known as the hieroglyphics. These writings were normally preserved on reeds, papyrus reeds. The Egyptian language kept evolving. The Coptic language was a stage of the

To what extend do you agree with Robert Cox that theory is always for Essay

To what extend do you agree with Robert Cox that theory is always for someone and for some purpose - Essay Example In the next part, to give a supportive argument I discussed some popular theories critically and finally I made a conclusion on the basis of my overall discussion. Theory is a plausible or scientifically acceptable general principle or body of principles offered to explain phenomena. In other words, it is the general or abstract principles of a body of fact. The Goals of theory's are: In the statement, the word "someone" used by Cox doesn't mean a single person such as he/she. The word "someone" is used here to indicate the whole in one entity such as a nation, segment, and industry etc. To justify that the statement given by Cox is absolute a little example is sufficient, as God made this world with a purpose, also for his creature. The purpose is that he wants to test his creature (human) until the Day of Judgment and to fulfill this purpose he create this earth and other creatures for human. The stakeholder theory is a theory of organizational management and business ethics that addresses morals and values in managing an organization.1 It was originally detailed by R. Edward Freeman in the book Strategic Management: A Stakeholder Approach, and identifies and models the groups which are stakeholders of a corporation, and both describes and recommends methods by which management can give due regard to the interests of those groups. In the traditional view of the firm, the sharehol... (the only one recognized in business law in most countries), the shareholders or stockholders are the owners of the company, and the firm has a binding fiduciary duty to put their needs first, to increase value for them. In older input-output models of the corporation, the firm converts the inputs of investors, employees, and suppliers into usable (salable) outputs which customers buy, thereby returning some capital benefit to the firm. By this model, firms only address the needs and wishes of those four parties: investors, employees, suppliers, and customers. However, stakeholder theory argues that there are other parties involved, including governmental bodies, political groups, trade associations, trade unions, communities, associated corporations, prospective employees, prospective customers, and the public at large. Sometimes even competitors are counted as stakeholders. The stakeholder view of strategy is an instrumental theory of the corporation, integrating both the resource-based view as well as the market-based view, and adding a socio-political level. This view of the firm is used to define the specific stakeholders of a corporation (the normative theory (Donaldson) of stakeholder identification) as well as examine the conditions under which these parties should be treated as stakeholders (the descriptive theory of stakeholder salience).nDonaldson and Preston argue that the normative base of the theory, including the "identification of moral or philosophical guidelines for the operation and management of the corporation", is the core of the theory.2 Mitchell, et al derive a typology of stakeholders based on the attributes of power (the extent a party has means to impose its will in a relationship), legitimacy (socially accepted and expected structures or

Television analysis essay Example | Topics and Well Written Essays - 1000 words

Television analysis - Essay Example The show turns values upside down and illustrates the American family as acting in ways that are completely opposite of what they preach and pretend to believe. Family Guy is a show that tells us that we are all dysfunctional and our world is not as we would like to believe. The setting of the show is in Quahog, Rhode Island, a not so subtle suburb of Providence. Here is the seat of the founding of America portrayed as a town where anything is possible and Peter Griffin can act out in ways that would lead to arrest anywhere else on earth. According to critic Ahsan Haque, "Some of the most offensive jokes ever attempted on Family Guy were featured in this season". Though Rhode Island is rich in American history, the only view of it that is offered to the viewer is the bar where Peter and his disturbing friends drink. The Griffins are shown to be the average American family, with three children and a dog. Peter is an Irish Catholic and supposedly hard working blue-collar type. However, we never see Peter working or engaging in anything productive. The show teaches the viewer that the white American working class is crass, mentally disturbed, and probably unemployed. This is no doubt founded in some truth, but Peter Griffin relishes in taking on one hair brained scheme after another, with little regard for the well-being, property, or life of others. If this were a sitcom involving a minority race or ethnicity, it would be picketed for stereotyping outside the cultural foul line. The demographics of the Griffins may be average, but the portrayal is certainly not. It is satirizing the cultural and religious values that the country was founded on. The fashion that Peter disregards the health and well-being of others is magnified by the shows treatment of women. Here again, the white American male is shown to be a rude and uncompromising misogynist. Peter constantly berates his wife Lois, as well as belittling

The Lottery Essay Example for Free

The Lottery Essay The Lottery The specific details Jackson describes in the beginning of â€Å"The Lottery† set us up for the shocking conclusion. In the first paragraph, Jackson provides specific details about the day on which the lottery takes place. She tells us the date (June 27), time (about 10 A.M.), and temperature (warm). She describes the scene exactly: there are flowers and green grass, and the town square, where everyone gathers, is between the bank and post office. She provides specifics about the town, including how many people live there and how long the lottery takes, as well as about neighboring towns, which have more people and must start the lottery earlier. In the paragraphs that follow this introduction, Jackson gives us characters’ full names—Bobby Martin, Harry Jones, and Dickie Delacroix, among others—and even tells us how to pronounce â€Å"Delacroix.† Far from being superfluous or irrelevant, these initial specific details ground the story in reality. Because she sets the story firmly in a specific place and time, Jackson seems to suggest that the story will be a chronicle of sorts, describing the tradition of the lottery. The specifics continue throughout the story, from the numerous rules Mr. Summers follows to the names of the people who are called up to the box. In a way, there is safety in these details—the world Jackson creates seems much like the one we know. And then the stoning begins, turning reality on its head. Because Jackson is so meticulous in grounding us in realistic, specific details, they sharpen the violence and make the ending so incredibly surprising. Themes The Danger of Blindly Following Tradition The village lottery culminates in a violent murder each year, a bizarre ritual that suggests how dangerous tradition can be when people follow it blindly. Before we know what kind of lottery they’re conducting, the villagers and their preparations seem harmless, even quaint: they’ve appointed a rather pathetic man to lead the lottery, and children run about gathering stones in the town square. Everyone is seems preoccupied with a funny-looking black box, and the lottery consists of little more than handmade slips of paper. Tradition is endemic to small towns, a way to link  families and generations. Jackson, however, pokes holes in the reverence that people have for tradition. She writes that the villagers don’t really know much about the lottery’s origin but try to preserve the tradition nevertheless. The villagers’ blind acceptance of the lottery has allowed ritual murder to become part of their town fabric. As they have demonstrated, they feel powerless to change—or even try to change—anything, although there is no one forcing them to keep things the same. Old Man Warner is so faithful to the tradition that he fears the villagers will return to primitive times if they stop holding the lottery. These ordinary people, who have just come from work or from their homes and will soon return home for lunch, easily kill someone when they are told to. And they don’t have a reason for doing it other than the fact that they’ve always held a lottery to kill someone. If the villagers stopped to question it, they would be forced to ask themselves why they are committing a murder—but no one stops to question. For them, the fact that this is tradition is reason enough and gives them all the justification they need. The Randomness of Persecution Villagers persecute individuals at random, and the victim is guilty of no transgression other than having drawn the wrong slip of paper from a box. The elaborate ritual of the lottery is designed so that all villagers have the same chance of becoming the victim—even children are at risk. Each year, someone new is chosen and killed, and no family is safe. What makes â€Å"The Lottery† so chilling is the swiftness with which the villagers turn against the victim. The instant that Tessie Hutchinson chooses the marked slip of paper, she loses her identity as a popular housewife. Her friends and family participate in the killing with as much enthusiasm as everyone else. Tessie essentially becomes invisible to them in the fervor of persecution. Although she has done nothing â€Å"wrong,† her innocence doesn’t matter. She has drawn the marked paper—she has herself become marked—and according to the logic of the lottery, she therefore must die. Tessie’s death is an extreme example of how societies can persecute innocent people for absurd reasons. Present-day parallels are easy to draw, because all prejudices, whether they are based on race, sex, appearance, religion, economic class, geographical region, family background, or sexual orientation, are essentially random. Those who  are persecuted become â€Å"marked† because of a trait or characteristic that is out of their control—for example, they are the â€Å"wrong† sex or from the â€Å"wrong† part of the country. Just as the villagers in â€Å"The Lottery† blindly follow tradition and kill Tessie because that is what they are expected to do, people in real life often persecute others without questioning why. As Jackson suggests, any such persecution is essentially random, which is why Tessie’s bizarre death is so universal. Motifs Family Family bonds are a significant part of the lottery, but the emphasis on family only heightens the killing’s cruelty because family members so easily turn against one another. Family ties form the lottery’s basic structure and execution. In the town square, families stand together in groups, and every family member must be present. Elaborate lists of heads of families, heads of households within those families, and household members are created, and these lists determine which member draws from the box. Family relationships are essential to how the actions of the lottery are carried out, but these relationships mean nothing the moment it’s time to stone the unlucky victim. As soon as it’s clear that Tessie has drawn the marked paper, for example, her husband and children turn on her just as the other villagers do. Although family relationships determine almost everything about the lottery, they do not guarantee loyalty or love once the lottery is over. Rule s The lottery is rife with rules that are arbitrarily followed or disregarded. The intricate rules the villagers follow suggest that the lottery is an efficient, logical ritual and that there is an important purpose behind it, whereas the rules that have lapsed, however, reveal the essential randomness of the lottery’s dark conclusion. Mr. Summers follows an elaborate system of rules for creating the slips of paper and making up the lists of families. When the lottery begins, he lays out a series of specific rules for the villagers, including who should draw slips of paper from the black box and when to open those papers. When someone is unable to draw, the lottery rules determine who should be next in line. At the same time, there are ghosts of rules that have been long forgotten or willfully abandoned altogether, such as those for salutes and songs that accompany Mr. Summer’s induction as the  chairman of the lottery. The fact that some rules have remained while others have disappeared underscores the disturbing randomness of the murder at the end of the lottery. Symbols The Black Box The shabby black box represents both the tradition of the lottery and the illogic of the villagers’ loyalty to it. The black box is nearly falling apart, hardly even black anymore after years of use and storage, but the villagers are unwilling to replace it. They base their attachment on nothing more than a story that claims that this black box was made from pieces of another, older black box. The lottery is filled with similar relics from the past that have supposedly been passed down from earlier days, such as the creation of family lists and use of stones. These are part of the tradition, from which no one wants to deviate—the lottery must take place in just this way because this is how it’s always been done. However, other lottery traditions have been changed or forgotten. The villagers use slips of paper instead of wood chips, for example. There is no reason why the villagers should be loyal to the black box yet disloyal to other relics and traditions, just as there is no logical reason why the villagers should continue holding the lottery at all. The Lottery The lottery represents any action, behavior, or idea that is passed down from one generation to the next that’s accepted and followed unquestioningly, no matter how illogical, bizarre, or cruel. The lottery has been taking place in the village for as long as anyone can remember. It is a tradition, an annual ritual that no one has thought to question. It is so much a part of the town’s culture, in fact, that it is even accompanied by an old adage: â€Å"Lottery in June, corn be heavy soon.† The villagers are fully loyal to it, or, at least, they tell themselves that they are, despite the fact that many parts of the lottery have changed or faded away over the years. Nevertheless, the lottery continues, simply because there has always been a lottery. The result of this tradition is that everyone becomes party to murder on an annual basis. The lottery is an extreme example of what can happen when traditions are not questioned or addressed critically by new generation s. Foreshadowing and Suspense Many of the seemingly innocuous details throughout â€Å"The Lottery† foreshadow the violent conclusion. In the second paragraph, children put stones in their pockets and make piles of stones in the town square, which seems like innocent play until the stones’ true purpose becomes clear at the end of the story. Tessie’s late arrival at the lottery instantly sets her apart from the crowd, and the observation Mr. Summers makes—â€Å"Thought we were going to have to get on without you†Ã¢â‚¬â€is eerily prescient about Tessie’s fate. When Mr. Summers asks whether the Watson boy will draw for him and his mother, no reason is given for why Mr. Watson wouldn’t draw as all the other husbands and fathers do, which suggests that Mr. Watson may have been last year’s victim. Jackson builds suspense in â€Å"The Lottery† by relentlessly withholding explanation and does not reveal the true nature of the lottery until the first stone hi ts Tessie’s head. We learn a lot about the lottery, including the elements of the tradition that have survived or been lost. We learn how important the lottery is to the villagers, particularly Old Man Warner. We go through the entire ritual, hearing names and watching the men approach the box to select their papers. But Jackson never tells us what the lottery is about, or mentions any kind of prize or purpose. She begins to reveal that something is awry when the lottery begins and the crowd grows nervous, and she intensifies the feeling when Tessie hysterically protests Bill’s â€Å"winning† selection. And she gives a slight clue when she says that the villagers â€Å"still remembered to use stones.† But not until the moment when a rock actually hits Tessie does Jackson show her hand completely. By withholding information until the last possible second, she builds the story’s suspense and creates a shocking, powerful conclusion. Quotations 1. Mr. Summers spoke frequently to the villagers about making a new box, but no one liked to upset even as much tradition as was represented by the black box. This quotation, from the fifth paragraph of the story, reveals how firmly entrenched the villagers are in the lottery’s tradition and how threatening they find the idea of change. The villagers have no good reason for wanting to keep the black box aside from a vague story about the box’s origins, and the box itself is falling apart. Beyond shabby, it barely resembles a box now, but the villagers, who seem to take such pride in the  ritual of the lottery, do not seem to care about the box’s appearance. They just want the box to stay the same. Their strident belief that the box must not change suggests that they fear change itself, as though one change might lead to other changes. Already, some towns have stopped holding lotteries, but these villagers do not seem to be headed in that direction. Instead, the y hold firm to the parts of the tradition that remain, afraid to alter even this seemingly insignificant part of it for fear of starting down a slippery slope. 2. Although Mr. Summers and everyone else in the village knew the answer perfectly well, it was the business of the official of the lottery to ask such questions formally. This quotation appears about halfway through the story, just before the drawing of names begins. Mr. Summers has asked Mrs. Dunbar whether her son, Horace, will be drawing for the family in Mr. Dunbar’s absence, even though everyone knows Horace is still too young. There is no purpose to the question, other than that the question is part of the tradition, and so Mr. Summers adheres to the rule despite the fact that it seems absurd. Even though other parts of the ritual have changed or been discarded over the years, this rule holds firm for absolutely no logical reason. Large things, such as songs and salutes, have slipped away, and wood chips have been replaced with slips of paper. Yet this silly, pointless questioning continues. The villagers seem strident in their adherence to the tradition. Old Man Warner, in particular, is adamant that tradition must be upheld and the lottery must continue. But the reality is that there is no consistency among what rules are followed and which are discarded. This lack of logic makes the villagers’ blind observance of the ritual even more problematic because the tradition they claim to be upholding is actually flimsy and haphazard. 3. Although the villagers had forgotten the ritual and lost the original black box, they still remembered to use stones. This quotation, which appears near the end of the story, distills the lottery down to its essence: murder. The villagers may talk of tradition, ritual, and history, but the truth—as this quotation makes clear—is that the traditional parts of it have long been discarded. The original ritual and box may indeed have borne along a tradition, violent and bizarre as it may be, but now, without the original trappings, songs, and procedures, all that remains is the violence. The  haphazard ritual, the bits and pieces that have been slapped together into some semblance of the original, have led to this essential moment of killing. The villagers are all too eager to embrace what remains, eagerly picking up the stones and carrying on the â€Å"tradition† for another year. Character Analysis Tessie Hutchinson When Tessie Hutchinson arrives late to the lottery, admitting that she forgot what day it was, she immediately stands out from the other villagers as someone different and perhaps even threatening. Whereas the other women arrive at the square calmly, chatting with one another and then standing placidly by their husbands, Tessie arrives flustered and out of breath. The crowd must part for her to reach her family, and she and her husband endure good-natured teasing as she makes her way to them. On a day when the villagers’ single focus is the lottery, this breach of propriety seems inappropriate, even unforgivable; everyone comes to the lottery, and everyone comes on time. The only person absent is a man whose leg is broken. Although Tessie quickly settles into the crowd and joins the lottery like everyone else, Jackson has set her apart as a kind of free spirit who was able to forget about the lottery entirely as she performed her chores. Perhaps because she is a free spirit, Tessie is the only villager to protest against the lottery. When the Hutchinson family draws the marked paper, she exclaims, â€Å"It wasn’t fair!† This refrain continues as she is selected and subsequently stoned to death, but instead of listening to her, the villagers ignore her. Even Bill tells her to be quiet. We don’t know whether Tessie would have protested the fairness of the lottery if her family had not been selected, but this is a moot point. Whatever her motivation is for speaking out, she is effectively silenced. Old Man Warner Old Man Warner, the oldest man in town, has participated in seventy-seven lotteries and is a staunch advocate for keeping things exactly the way they are. He dismisses the towns and young people who have stopped having lotteries as â€Å"crazy fools,† and he is threatened by the idea of change. He believes, illogically, that the people who want to stop holding lotteries  will soon want to live in caves, as though only the lottery keeps society stable. He also holds fast to what seems to be an old wives’ tale—â€Å"Lottery in June, corn be heavy soon†Ã¢â‚¬â€and fears that if the lottery stops, the villagers will be forced to eat â€Å"chickweed and acorns.† Again, this idea suggests that stopping the lottery will lead to a return to a much earlier era, when people hunted and gathered for their food. These illogical, irrational fears reveal that Old Man Warner harbors a strong belief in superstition. He easily accepts the way things are because thi s is how they’ve always been, and he believes any change to the status quo will lead to disaster. This way of thinking shows how dangerous it is to follow tradition blindly, never questioning beliefs that are passed down from one generation to the next. Mr. Summers Despite his breezy, light-hearted name, Mr. Summers wields a frightening amount of power in the village, power that seems to have been assigned to him arbitrarily. A married, childless business owner, Mr. Summers is â€Å"jovial† and pitied by the townspeople for having a nagging wife. No one seems to question his leadership of the lottery, and it seems to have never been challenged. Perhaps he took on the role himself, or perhaps someone offered it to him. Whatever the case, he now has complete control. Mr. Summers not only draws the names on the day of the lottery, but he also makes up the slips of paper that go into the black box. It’s up to him to make the black circle that ultimately condemns someone to death. Jackson never explains why the villagers put such pure faith in Mr. Summers, and the assumption that he will continue to conduct the lottery is just one more inexplicable but universally accepted part of the ritual.

The study of design research methodology Essay Example for Free

The study of design research methodology Essay Abstract Studies on design research methodology are infrequent, although there is a consensus that more e ort is needed for improving design research quality. Previous calls for exercising better research methodology have been unsuccessful. As numerous studies reveal, there is no single scienti c methodology that is exercised in science or in any other research practice. Rather, research methodologies are socially constructed. Since some constructions are better than others for di erent purposes, it becomes valuable to study di erent methodologies and their in uence on research practice and results. Proposals for such studies are overed. 1 The state of design research methodology In many disciplines, research methodology is seldom discussed by researchers. Such neglect may result from several attitudes towards research methodology including indi erence or ignorance. Researchers may be indi erent because their research is well received by the community therefore they need not change or worry about it; or researchers may perceive their practice as science and wish to adopt as their methodology what they perceive to be the methodology used by scientists, henceforth referred to as the received scienti c methodology. Roughly, the received scienti c methodology consists  of several steps: (1) observations or preliminary studies, (2) hypothesis formation, (3) hypothesis testing, (4) hypothesis evaluation, and (5) hypothesis acceptance or rejection. It is asserted that results of research discovered by this methodology lead to applied research and subsequently, to practical impact. In contrast to this assertion, it is proclaimed that the goal of this methodology is to advance knowledge for its own sake and not address practical needs nor be responsible for delivering practical results. Most researchers would rarely question this methodology, but since it is impossible to follow or even hard to approximate, researchers who would claim to have adopted it, would not practice it.  Indi erence may be caused by ignorance; often researchers are not familiar with the details  of, and the controversies about, the received scienti c methodology. They are unaware of the alternatives of this methodology that we brie y mention later, their practice, and consequences. In fact, most researchers interpret methodology as a fancy synonym for method, while methodology is (or attempts to approximate) a compatible collection of assumptions and goals underlying methods, the methods, and the way the results of carrying the methods out are interpreted and evaluated. The ability to validate the attainment of research assumptions and goals through the evaluations is a critical factor in making the above collection compatible. The di erence in meanings assigned to the term methodology can be illustrated through an example from structural optimization. One research method of structural design involves the development of optimization procedures and their testings on benchmark problems. Most researchers will call this method \research methodology. However, the assumptions underlying such work (e.g., that optimization is a good model of structural design) and its testing (e.g., that simple benchmark problems are representatives of the complex structural designs performed by designers), or the believe that such research advances practice (e.g., that designers use optimization programs developed in research and that designers practice bene ts from them), are rarely articulated thus  rarely validated. If these issues would be addressed, the conclusions would probably contradict those implicit assumptions. First, independent of any discipline, optimization is a very restricted view of design (even with respect to Simons (1981) restricted view). Second, results obtained on simple benchmark problems do not necessarily transfer to real design problems nor do they re ect performance on other benchmark problems (Haftka and Sobieski, 1992); simple benchmark comparisons provide little understanding of the relative merit of di erent optimization procedures (Burns, 1989). Third, practitioners are very reluctant to use optimization procedures (Adelman, 1992; Haftka and Sobieski, 1992). This reluctance contradicts the implicit or stated research goals of improving structural design practice. Indi erence or ignorance towards research methodology relieve researchers from addressing such contradictions or exercising informed choices between methodologies in their research. Many researchers simply follow the method of their close senior peers without questioning or even knowing the assumptions that underlie it. In most cases, only the method|the actual research activity|is transferred to research apprentices. Thus, driven by social proximity, research assumptions become part of the implicit unarticulated research culture. Infrequently, this state of a airs had called the attention of researchers. In 1987, two representative papers critical of the state of design research practice were published, one by Antonsson (1987) and the other by Dixon (1987). Both papers advocated adopting the scienti c methodology in design research either for improving research quality or for improving design practice. These and other related papers elicit almost no response from the research community. Since their publication, the state of design research methodology has remained virtually unchanged. Such reaction raises at least two questions: what may have caused this response and if this is an expected reaction, is the state of research methodology worth additional discussions? Two plausible answers that originate from two di erent interpretations of Dixon and Antonssons papers justify further discussions. First, Dixon and Antonssons positions may have been interpreted as criticizing the intellectual de ciency of research and demanding from researchers to exercise a methodology di erent from the one they actually use and one that requires additional e ort. In particular, the methodology Transactions of the ASME, Journal of Mechanical Design, 1995, in press  proposed demanded researchers to seriously test their hypotheses. It might have been expected that such requests would be opposed to or, worst, be ignored. Second, researchers who are familiar with current views in the philosophy of science may have treated Dixon or Antonssons positions as being too simpli ed if they interpreted these positions as advocating for the received scienti c view. Since the stated goal of science is creating knowledge for the sake of knowing, but not necessarily knowledge that is relevant to practice, the received scienti c methodology may hinder improving practice by detaching the products of research ( i.e., design theories) from actual practice (Argyris, 1980; Reich, 1992). According to this interpretation and its limitation, previous calls for improving research methodology could not have impacted design practice even if researchers had adopted them. If design practice is indeed a goal of design research, di erent methodologies may be needed to establish a connection between research and practice (Reich et al, 1992; Reich, 1994a; Reich, 1994b). These methodologies can evolve in various ways including studying researchers activities and the way these activities correlate with research progress, thereby identifying the relationships between di erent assumptions, methods, and consequences. I have no intention to select between these two interpretations or to develop others but to explain how to improve research practice without assuming a xed methodology. To start with, we must acknowledge that there are di ering views about scienti c methodology (Kourany, 1987). In addition, we must  acknowledge studies on science and technology demonstrating that scienti c progress is in uenced by social, cultural, and political factors. Researchers in various sciences are increasingly acknowledging that knowledge is socially constructed (Pickering, 1992), and knowledge of design, in particular (Konda et al, 1992; Monarch et al, 1993). Moreover, the social in uence on research practice includes aspects such as: shaping research goals according to available grants or unarticulated interests; publishing papers to receive tenure or to justify traveling to conferences; and fraud (Bell, 1992; Broadbent, 1981). The rst studies on the social dimensions of science analyzed the progress of the \hard sciences such as chemistry or physics (Feyerabend, 1975; Kuhn, 1962). More recently, historical or re ective studies in science and engineering have begun addressing the social aspects underlying research and the need for di erent methodologies if practical impact is sought. These disciplines include: management science (Argyris, 1980), education (Guba, 1990), public policy (Palumbo and Calista, 1990), information systems (Bjerknes et al, 1987), cell biology (Grinnell, 1982), design in general (Broadbent, 1981), structural design (Addis, 1990; Timoshenko, 1953), solid mechanics (Bucciarelli and Dworsky, 1980), and even mathematics (DeMillo et al, 1979). Moreover, the social aspects manifested themselves in unexpected circumstances and in resolving seemingly trivial issues such as the implementation of computer arithmetic (MacKenzie, 1993)|the most basic infrastructure for much engineering design re search and practice. The importance of the aforementioned studies is twofold. First, they reject the received scienti c view as the means for formulating theories and as a means for improving practice. Second, they acknowledge and demonstrate that research methodology is a subject of study and constant improvement, and that gaining insight into the procedures of doing research can improve research itself. Since science is a social enterprise, the study of research methodology is mandatory for providing guidance in the maze of methodologies and in monitoring the quality of research. In order to sustain credibility, researchers must use and demonstrate that the techniques they develop in design research have some relevance to practice. Moreover, since funding  agencies Transactions of the ASME, Journal of Mechanical Design, 1995, in  press researchers to work towards improving design practice (National Research Council, 1991), researchers need to understand what kinds of studies are useful in practice, how are such studies conducted within budget limits, and which factors account for the di usion of studies results into practical engineering. 2 Studying research methodology Researchers may nd it fruitful to study: the objectives or goals of engineering design research; how can these objectives be ful lled through research; how can progress towards research goals be tested; and how can this overall process be improved. Such study will evolve a repository of methods with their assumptions, interpretations, successes and failures. This is the essence of studying engineering design research methodology. This view does not advocate for nor lead to anarchy. Furthermore, the evolving nature of methodology does not empty the usefulness of some principles for evaluating scienti c theories (e.g., such as those acknowledged even by Kuhn, 1987), nor does it mean that methodology is merely an art (Beveridge, 1957) that is not amenable to systematic study. It only acknowledges that the assumptions underlying methodologies and their potential e ectiveness and drawbacks for conducting certain types of research projects must be studied. We now illustrate the study of research methodology by elaborating some issues related to Antonssons six-step methodology (1987, p. 154). Each of the steps raises issues that need further study. These issues are not startling; some are familiar while others are not. Unfortunately, most of them are neglected all too often. (1),(2) Propose/hypothesize that a set of rules for design can elucidate part of the design process and develop those rules. Several questions arise about the actual execution of this activity. What is a good source of such rules? Are (un)successful designs (Petroski, 1989; Suh, 1990), patents previously issued (Arciszewski, 1988) or design textbooks (Aguirre and Wallace, 1990) good sources? Is studying human designers useful (Subrahmanian, 1992)? The answer is obviously a rmative; nevertheless, rarely are these sources consulted. If studying human designers is useful, how do di erent ways of studying a ect the usefulness of the rules hypothesized? Inarguably, such studies bring to bear research methods from psychology and sociology into play in design research. For example, how are designers activities being coded in observational studies? Is the coding scheme tested for reliability by using at lease two coders? Are the results statistically valid? Which criteria may be used for selecting candidate hypotheses for further testing? Can the subjective bias in th is selection be reduced? Note that the above questions raise a related question. Consider trading the quality of the design rules proposed with the resources to nd them. What kind of information is needed for making a sensible trade o and how can this information be collected and organized? (3) Have novice designers learn the rules and apply them. How is the above learning process taking place? Are the designers being taught thus introducing teachers bias? Or do they learn the rules on their own, potentially by solving Transactions of the ASME, Journal of Mechanical Design, 1995, in press  other design problems, thereby excluding the exercise of some measure of control? How are problems selected such that novice designers can solve them yet such that they are relevant to real practice. For that matter, how relevant is any laboratory experiment to real design? This critical question leads researchers in other disciplines as well as in design to use different  methods such as ethnography and participatory research while studying designers. See (Reich et al, 1992; Subrahmanian, 1992; Reich, 1994a) for additional details. Are benchmark problems used by di erent researchers to allow for the replication of results? Is performance on benchmark problems indicative of performance on other problems or on real design? Is it possible to replicate results relevant to real design? Can rules for multidisciplinary design be hypothesized and tested in the same manner? If the common view of science is adopted, this study must be controlled to be valid. One minimal requirement is that another group of designers participate in the study, potentially novice designers that did not study the new design rules. Note, however, that since the rst group of novice designers are trained with the new rules, the second group must receive similar training with default or irrelevant rules. Furthermore, members of the groups must not know which group was trained with the new rules. A better study may also include two groups of expert designers, one that learns the rules and another that learns the default rules. The latter may prov ide better indication about the relative merit of the new design rules with respect to existing design practice. In contrast, if the study follows a di erent methodology such as participatory research (Reich et al, 1992; Whyte, 1991), the nature of the study would change signi cantly into long-term case studies where real design problems are addressed. Exercising common scienti c methods in this methodology may damage research (Blumberg and Pringle, 1983). (4) Measure the design productivity of the rules. How is productivity being measured? Which criteria are included in the measurement: quality of design, time to design, or revenue of manufacturer? Do the measures used adhere to the principles of measurement theory (Roberts, 1979; Reich, 1995), or are they ad hoc and meaningless? Do independent designers than those who created the designs, or do potential customers, participate in this measurement?  Can the quality of design be assessed without manufacturing it and subjecting it to actual use? How relevant will abstract measurements be to practical  design? Is the measurement quantitative or is qualitative information being gathered as well? (5) Evaluate the results to con rm or refute the hypothesis. How is the measured data evaluated? What are the criteria that determine whether a hypothesis was con rmed or refuted? Are these criteria general or context dependent? Note that most philosophers of science including Popper and Kuhn reject the existence of such criteria (Weimer, 1979). Are the criteria correlated with real design? That is, could not researchers nd designers successfully employing design rules that were refuted by researchers? For example, Fritts et al. (1990, p. 478) describe engineers using theories that produce erroneous results with respect to experiments but that have a pragmatic utility of di erentiating between candidate designs. Are hypotheses really refuted or con rmed or are di erent hypotheses found to be useful Transactions of the ASME, Journal of Mechanical Design, 1995, in press  in different contexts? When is it possible to disregard experimental evidence in favor of keeping a hypothesis (Agassi, 1975)? When can experiments be harmful to progress (Truesdell, 1982)? Does a failure of a hypothesis constitute a failure of a research project or can it provide useful information worth reporting? Will archival journals publish such a report? (6) Re ne the hypothesis. The comments on items (1) and (2) apply here. Moreover, How does one diagnose a faulty hypothesis to accommodate empirical testing? When is re nement insu cient to address the failure of a hypothesis and a new \worldview must be adopted? The above expansion of Antonssons proposal re ects the complexity, richness, and necessity of studying research methodology. It illustrates that the design of a research activity is complex and di cult. It hints that  some activities that lead to research successes may fail other research and that some activities may not be compatible with some methodologies. Furthermore, research failure s (OR SUCCESSES) can lead to practical successes (or failures). Therefore, it is critical to identify where methods fail or succeed and in relation to which assumptions. Summary Science does not progress according to a distinctive methodology, nor could engineering design research; especially not if the goal is advancing design practice and not some abstract `understanding. Di erent research scenarios consisting of di erent goals, disciplines, and cultural settings, may call for di erent research methodologies for attaining the stated goals. Research involves design and therefore design researchers must be re ective continuously. This paper illustrated how researchers can be re ective upon their research methodology. If researchers object to such re ection, they risk losing credibility and, more importantly, lose the chance of discovering whether their work is meaningful. Acknowledgments The ideas expressed in this paper bene ted from discussions with Suresh Konda, Sean Levy, Shoulamit Milch-Reich, Ira Monarch, and Eswaran Subrahmanian. This work was done partly while the author was with the Department of Civil and Environmental Engineering, Duke University, Durham, NC. and the Engineering Design Research Center, Carnegie Mellon University, Pittsburgh, PA. References Addis, W. (1990). Structural Engineering: The Nature of Theory and Design, Ellis Horwood, New York NY. Adelman, H. M. (1992). \Experimental validation of the utility of structural optimization. Structural Optimization, 5(1-2):3{11. Agassi, J. (1975). Sciene in Flux, D. Reidel Publishing Company, Dordrecht. Transactions of the ASME, Journal of Mechanical Design, 1995, in press  Aguirre, G. J. and Wallace, K. M. (1990). \Evaluation of technical systems at the design stage. In Proceedings of The 1990 International Conference on Engineering Design, ICED-90 (Dubrovnik). Antonsson, E. K. (1987). \Development and testing of hypotheses in engineering design research. ASME Journal of Mechanisms, Transmissions, and Automation in Design, 109:153{154. Arciszewski, T. (1988). \ARIZ 77: An innovative design method. Design Methods and Theories, 22(2):796{ 820. Argyris, C. (1980). Inner Contradictions of Rigorous Research, Academic Press, New York, NY. Bell, R. (1992). Impure Science: Fraud, Compromise, and Political In uence in Scienti c Research, Wiley, New York, NY. Beveridge, W. I. B. (1957). The Art of Scienti c Investigation, Norton, New York, NY, Revised edition. Bjerknes, G., Ehn, P., and Kyng, M., editors (1987). Computers and Democracy: A Scandinavian Challenge, Gower Press, Brook eld, VT. Blumberg, M. and Pringle, C. D. (1983). \How control groups can cause loss of control in action research: The case of Rushton Coal Mine. Journal of Applied Behavioral Science, 19(4):409{425. Broadbent, G. (1981). \The morality of designing. In Design: Science: Method, Proceedings of The 1980 Design Research Society Conference, pages 309{328, Westbury House, Guilford, England. Bucciarelli, L. L. and Dworsky, N. (1980). Sophie Germain: An Essay in the History of Elasticity, D. Reidel, Dordrecht, Holland. Burns, S. A. (1989). \Graphical representations of design optimization processes. Computer-Aided Design, 21(1):21{24. DeMillo, R. A., Lipton, R. J., and Perlis, A. J. (1979). \Social processes and proofs of theorems and programs. Communication of the ACM, 22:271{280. Dixon, J. R. (1987). \On research methodology towards a scienti c theory of engineering design. Arti cial Intelligence for Engineering Design, Analysis and Manufacturing, 1(3):145{157. Feyerabend, P. K. (1975). Against Method, New Left Books, London, UK. Fritts, M., Comstock, E., Lin, W.-C., and Salvasen, N. (1990). \Hydro-numeric design: Performance prediction and impact on hull design. Transactions SNAME, 98:473{493. Grinnell, F. (1982). The Scienti c Attitude, Westview Press, Boulder, CO. Guba, E. G., editor (1990). The Paradigm Dialog, Sage Publications, Newbury Park, CA. Haftka, R. T. and Sobieski, J. (1992). \Editorial: The case for helping consumers of research. Structural Optimization, 4(2):63{64. Konda, S., Monarch, I., Sargent, P., and Subrahmanian, E. (1992). \Shared memory in design: A unifying theme for research and practice. Research in Engineering Design, 4(1):23{42. Kourany, J. A., editor (1987). Scienti c Knowledge: Basic Issues in the Philosophy of Science, Wadsworth, Belmont, CA. Kuhn, T. S. (1962). The Structure of Scienti c Revolution, The University of Chicago Press, Chicago, IL. Kuhn, T. S. (1987). \Objectivity, value judgment, and theory choice. In Kourany, J. A., editor, Scienti c Knowledge: Basic Issues in the Philosophy of Science, pages 197{207, Belmont, CA, Wadsworth. MacKenzie, D. (1993). \Negotiating arithmetic, constructing proof: The sociology of mathematics and information technology. Social Studies of Science, 23(1):37{65. Transactions of the ASME, Journal of Mechanical Design, 1995, in press  Monarch, I. A., Konda, S. L., Levy, S. N., Reich, Y., Subrahmanian, E., and Ulrich, C. (1993). \Shared memory in design: Theory and practice. In Proceedings of the Invitational Workshop on Social Science Research, Technical Systems and Cooperative Work (Paris, France), pages 227{241, Paris, France, Department Sciences Humaines et Sociales, CNRS. National Research Council (1991). Improving Engineering Design: Designing For Competitive Advantage, National Academy Press, Washington, DC. Palumbo, D. J. and Calista, D. J., editors (1990). Implementation and The Policy Process: Opening Up The Black Box, Greenwood Press, New York, NY. Petroski, H. (1989). \Failure as a unifying theme in design. Design Studies, 10(4):214{218. Pickering, A., editor (1992). Science as Practice and Culture, The University of Chicago Press, Chicago, IL. Reich, Y., Konda, S., Monarch, I., and Subrahmanian, E. (1992). \Participation and design: An extended view. In Muller, M. J., Kuhn, S., and Meskill, J. A., editors, PDC92: Proceedings of the Participatory Design Conference (Cambridge, MA), pages 63{71, Palo Alto, CA, Computer Professionals for Social Responsibility. Reich, Y. (1992). \Transcending the theory-practice problem of technology. Technical Report EDRC 12-51-92, Engineering Design Research Center, Carnegie Mellon University, Pittsburgh, PA. Reich, Y. (1994). \Layered models of research methodologies. Arti cial Intelligence for Engineering Design, Analysis, and Manufacturing, 8(4):(in press). Reich, Y. (1994). \What is wrong with CAE and can it be xed. In Preprints of Bridging the Generations: An International Workshop on the Future Directions of Computer-Aided Engineering, Pittsburgh, PA, Department of Civil Engineering, Carnegie Mellon University. Reich, Y. (1995). \Measuring the value of knowledge. International Journal of Human-Computer Studies. (in press). Roberts, F. S. (1979). Measurement Theory with Applications to Decisionmaking, Utility, and the Social Sciences, Encyclopedia of Mathematics and its Applications, Vol. 7, Addison Wesley, Reading, MA. Simon, H. A. (1981). The Sciences of The Arti cial, MIT Press, Cambridge, MA, 2nd edition. Subrahmanian, E. (1992). \Notes on empirical studies of engineering tasks and environments, invited position paper. In NSF Workshop on Information Capture and Access in Engineering Design Environments (Ithaca, NY), pages 567{578. Suh, N. P. (1990). The Principles of Design, Oxford University Press, New York, NY. Timoshenko, S. P. (1953). History of Strength of Materials: With a Brief Account of the History of Theory of Elasticity and Theory of Structures, McGraw-Hill, New York, NY. Truesdell, C. (1982). \The disastrous e ects of experiment upon the early development of thermodynamics. In Agassi, J. and Cohen, R. S., editors, Scienti c Philosophy Today: Essays in Honor of Mario Bunge, pages 415{423, Dordrecht, D. Reidel Publishing Company. Weimer, W. B. (1979). Notes on the Methodology of Scienti c Research, Lawrence Erlbaum, Hillsdale, NJ. Whyte, W. F., editor (1991). Participatory Action Research, Sage Publications, Newbury Park, CA. Transactions of the ASME, Journal of Mechanical Design, 1995, in press

Role and purpose of sponsorship

Role and purpose of sponsorship Sponsorship is defined as a cash and/or in-kind fee paid to a property (typically a sports, entertainment, non-profit event or organization) in return for access to the exploitable commercial potential associated with that property (International Events Group (IEG) Glossary, 2010). Sponsorship can be beneficial to companies for many reasons but the two main reasons for a firm to enter a sponsorship are: (1) to increase brand awareness, and (2) to establish, strengthen, or change brand image (Cornwell and Maignan 1998; Crowley 1991; Gwinner 1997; Gwinner and Eaton 1999; Marshall and Cook 1992; Meenaghan 1991; Meerabeau et al. 1991). Sponsorship is now one of the most significant parts of marketing mix and all marketers consider it a major factor of a successful marketing campaign. The most popular medium of sponsorship is sport sponsorship and accounts for more than half of all sponsorship spending in UK and US (Thwaites, 1995). In UK the estimated value of sponsorship market is  £871 million with sport sponsorship accounting for 51% of all sponsorship expenditures in 2005, broadcast following with 27% and arts with 14% (Mintel, 2006). It is important to label the difference between event sponsorship and event marketing. Event sponsorship involves payment from the sponsors side in contrast to event marketing which refers to staging of an event from a firm with or without paying a sponsorship fee (Close et al, 2006). Sponsorship is also different from patronage. In patronage the financial support is given without any expectation of returns in terms of advertising or publicity, in sponsorship the main reason of financial contribution is brand awareness (Bennett, 1999). According to Meenaghan (2001) sponsorship is more beneficial than advertising for two main reasons: Firstly, consumers can develop an intense emotional response toward sponsorship and this leads to higher levels of involvement in the event. Moreover, sponsorship is an indirect attempt to persuade consumers compared to advertising which is direct. Therefore, sponsorship can influence consumer on a subconscious level. A diagnostic measure, used to make decisions concerning sponsorship and advertising is public awareness of sponsorship (Tripodi et al, 2003). As Gwinner and Bennett (2008) mention a lot of research was conducted on the effects of sponsorship on brand awareness (Cornwell Coote 2005; Gwinner Swanson, 2003; Madrigal, 2000, 2001; Pham Johar, 2001; Rifon, Choi, Trimble, Li, 2004), thus, the most recent studies on sponsorship focused on other element in order to measure the effectiveness of the sponsored events. As the authors state recent studies focus on the consumer attitude toward sponsorship (McDaniel 1999; Speed Thompson, 2000; Stipp, 1998), (Dean, 2002; Gwinner Eaton, 1999; McDaniel 1999; Rifon et al., 2004; Rodgers, 2004; Szykman, Bloom, Blazing, 2004), goodwill (Meenaghan, 1991, 2001), fan involvement (Fisher Wakefield, 1998; Madrigal, 2001; Meenaghan, 2001; Schurr, Wittig, Ruble, Ellen, 1988; Wann Branscombe, 1993), image transfer (Gwinner, 1997; Gwinner Eaton, 1999), and behavioral intentions like purchase intent, positive word-of-mouth, and actual purchase behavior because of sponsorship (Madrigal, 2001; McDaniel, 1999). Sports sponsorship is the most studied type of sponsorship and the majority of studies had shown a positive influence of sponsorship on brand recall and recognition, image transfer and purchasing intentions (Kim and Choi, 2007). However, no research has conducted on how brand awareness, eventà ¢Ã‹â€ Ã¢â‚¬â„¢sponsor fit, attitude toward the sponsors, fan involvement and purchasing intention can be effective in a music festival surrounding. All the above studies mainly focus on sports events because sports sponsorship is more popular than others types of sponsorship (Mintel, 2009). According to BBC News the sales of albums dropped by 3.5% in 2009 to 128.9 million, this was the fifth year in a row that sales of album have fallen. On the other side, music digital downloading increased (BBC News, 2010). Therefore, the music industry should determine other methods in order to increase its profits. Music festivals and concerts are becoming a major source of income for artists and generally the music industry (Campaign, 2008). This is a great opportunity for brands to sponsor music event. According to Mintel (2008) the total number of concert goers is forecast to continue rising to 2013, but at a much slower rate that over the last five years: just under 25 million people are forecast to attend a concert in one of the major categories in 2013, compared with an estimated 23 million in 2008 and 17 million in 2003. Furthermore, a research commissioned from Target Media (executed from Eyebal) shows that many different sectors choose to associate with music festivals, but those with the most potential for success are alcoholic drinks, with 75% of festival goers spotting booze ads at festivals and 77% believing alcohol brand advertising would work best at festivals. Fashion brand advertising has been spotted by 36% of those attending festivals and 41% believe this kind of advertising would work best in a festival environment. (cited in Roberts,2009). According to a research made on sponsorship of music festivals, brand sponsorship has an impact on brand recall, awareness and attitude towards the brand (Rowley and Williams, 2008). Although sponsorship of music festival from alcoholic drinks looks very promising as a marketing communication tool health issues can impede this process. According to Campaign (2009) the governments health committee will recommend changes to advertising codes to prevent alcohol companies sponsoring music or sports events if a proportion of the audience would be too young to buy alcohol. On the other hand, a research made from The Cardiff Business School, published by the International Journal of Sports Marketing Sponsorship, found that there are no significant statistical correlations between sports sponsorship awareness and attitudes to alcohol use among underage drinkers. (cited in Parson,2010). This study aims to provide a better understanding of brand sponsorship on music events. The main purpose of the research is to investigate how sponsorship in music festivals can influence the beliefs and attitudes of the participants. Through the analysis of the impact of music sponsorship on consumers perception of brands it will be easier for firms to target their customers more efficiently. Music concerts and festivals that use alcoholic drinks as sponsors will be investigated in order to examine the behavior of the consumers. The research will focus on alcoholic drinks (Tuborg beer) because alcohol brands are the most common sponsors of music events. The objectives of this research are: Examine the levels of brand awareness in music festivals Investigate the level of fan involvement of music festival participants Determine the congruence between music festivals and alcoholic drinks as perceived from the consumers Examine the attitude of participants toward the sponsors of music festivals Investigate if attitude towards the sponsor, fan involvement and sponsor / event fit influence the buying intentions of music event participants The first chapter will provide the academic background of sponsorship especially in sports events because most previous studies are related to sports. However, the variables that were used from previous researchers in order to measure different aspects of sponsorship effectiveness will be adapted to our study on music events. Variables such as brand awareness, fan involvement, sponsor and event congruence, attitude towards the sponsor and purchasing intention will be explained at this stage of the research. Every variable will be defined and the results from previous studies will be presented. In this way, we will determine our objectives and define the measurement that will be used throughout the report. In the second chapter the methodology will be presented. Due to the scope of our research and based on previous studies only quantitative research will be conducted. The collection of the data will be based on questionnaires. Questionnaires will be distributed in a popular music festival (Latitude Festival 2010) in order to test the impact of sponsorship in music events. Research instruments and data collection method will be part of this chapter as well as the way that our survey was conducted. In the next chapter, the results of the entire research will be presented. SPSS will be used in order to analyze the collected data and to evaluate the level of significance of our results. Descriptive statistics as well as correlation and regression analysis will be conducted in order to check the validity of our results. Tables and graphs will also be concluded in this part of the study. In the last chapter, the conclusions will be drawn and compared to the results of previous studies. The conclusions will be used as a guide in order to advise marketing managers in their future marketing campaigns. Limitation of the study as well as ideas for future research will be concluded in this part. Brand awareness This study will investigate how sponsorship in music festivals can influence the beliefs and attitudes of the participants; hence all types of branding should be defined. Brands can influence consumers in many different ways. According to De Chernatony and McDonald (2003) brand awareness reflects the salience of a brand and facilitates consumers abilities to identify the brand with a specific product category. Brand awareness consists of brand recognition and brand recall (Keller, 1993, Keller 2001). Recall is the ability to name (typically unprompted) the brands involved in a given sponsorship. On the other hand, Brand recognition develops the notion of knowledge by adding the ability to recognize the product category of the brands involved (Smith, 2004). For instance everybody knows that AIG is the sponsor of Manchester United but fewer people recognize that AIG is an insurance company. In addition, brand image reflects the consumers perception of a brands characteristics and can be gauged by associations they hold in their memory (De Chernatony and McDonald, 2003). According to Keller (2001) positive perception of the brand is likely to affect the cognitive (eg brand recognition, awareness and recall), affective (eg liking or preference for the brand) and conative (eg intention to buy, brand purchase and loyalty) dimensions of consumer behavior and create strong brands which yield marketing advantages, such as lower vulnerability to competitive actions or market crises, the ability to earn higher margins and increased marketing communication effectiveness. In addition, Gà ¼Ãƒ §là ¼ Sà ¶zer and Vardar support this statement on their journal. According to the authors the positive effect of sponsorship is mainly on the cognitive dimensions of brand equity. Cognitive dimensions of brand equity, which are brand awareness and perceived quality, represent lower levels of consumer-brand relations. The main reason for brands to sponsor events is increased brand awareness and improved brand image (Gwinner and Eaton, 1999). Moreover, sponsorship is the main medium for art festivals to raise money (Hume et al., 2007). According to Alexandris et al (2008) potential sponsors who target events with young and more educated spectators might have an easier task in sponsorship promotion and in achieving sponsorship objectives, than sponsors who target events with older and less educated spectators, who are probably less informed about sponsorship issues. These spectators need more focused marketing approaches in sponsorship promotion, if awareness is to be achieved. Therefore, sponsorship of music festivals can be more effective on reaching the sponsorship objectives due to the target audience of music festivals. The audience of rock/indie festivals is mainly male between 16-34 and their social status is ABC1 (Mintel, 2008). The first stage of sponsorship benefits is awareness, without it, the sponsors cannot meet their subsequent objectives such as image enhancement, positive behavioral intentions and increased sales (Crompton, 2004). The actual use of the product in the sponsorship event is of major importance for the awareness of both the product and the brand. In events that sponsors provided a specific souvenir item and allowed product sampling the recall and recognition levels of the sponsor were higher (Miloch and Lambrecht, 2006). The mean recognition rates for these sponsors were twice as high compared to those sponsors that did not activate their sponsorships (Miloch and Lambrecht, 2006). It is also interesting enough that the recall levels change during the event. Before and during the event the recall levels of the sponsor are relatively high but after the event they fall again in the initial levels, the communication effort of the sponsor is what determines the effectiveness and the duration of the sponsorship awareness (Walliser, 2003). Moreover, Grohs et al (2004) support that people who are aware of the sponsor before the event, they are more aware after it. Brand equity of sponsor plays a major role in the fit that consumers perceive between the sponsor and the event. Even if the events sponsored are identical, high brand equity sponsors are perceived more congruent than low brand equity ones (Roy and Cornwell, 2003). Higher recall and recognition levels can be achieved when people are interested on the event (Miloch and Lambrecht, 2006). This means that when the participants are more involved with the event higher brand awareness can be achieved for the sponsor. According to the results from a survey conducted from Vale et al (2009) the level of investment is related to the level of awareness. Consequently, the sponsors that invest more in the sponsorship were more evoked. The results also suggest that sponsorship when considered in isolation from other complementary communicative policies positively affects the awareness of the sponsoring brands through exposure (Vale et al, 2009). The relationship between exposure and recall is generally positive and not an inverted U as many researchers supposed (Zajonc, 1968 ; Bennett, 1999). Therefore, a repeated exposure to stimuli (e.g. the logo of the sponsor) will lead to a more favorable opinion towards the stimulus (Bennett, 1999). If the spectator frequently visits the area of sponsorship (e.g. a football stadium) it is more likely to be aware of the sponsors perimeter posters (Bennett, 1999). However, consumers get confused about the official sponsor of the event (Grohs, 2004). Ambush marketing can be the reason for the misunderstanding of the official sponsor. It is common in sponsored events brands that are not the official sponsor and do not have a direct connection to the event to try to exploit the commercial opportunities that appear (Burton and Chadwick, 2009). In order to predict sponsor recall many parameters of sponsorship should be determined. According to Grohs et al (2004) sponsor-property fit, event in volvement and exposure are the main factors to be considered. According to the research of Boshoff and Gerber (2007) both brand recall and brand recognition of the sponsor of the event increased significantly but brand recall and brand recognition of non sponsor did not increase at all. Therefore, sponsorship has a positive direct impact on brand awareness of the sponsor. Although, field-sponsorship stimuli as well as television-sponsorship stimuli are effective as far as memorization is concerned, they are not equally effective (Lardinoit and Derbaix, 2001). According to the research of Lardinoit and Derbaix (2001) television-sponsorship stimuli influence both unaided recall and recognition; on the other hand, field sponsorship can lead to a superficial memory trace in the mind of the consumer. Fan Involvement According to Meenaghan (2001) fan involvement refers specifically to the extent to which consumers identify with, and are motivated by, their engagement and affiliation with particular leisure activities. Enduring involvement corresponds to a kind of genuine enthusiasm, a strong and solid interest that comes from the relevance of an object or subject for the individual ( Lardinoit and Derbaix,2001). On the other hand, team identification is spectators perceived connectedness to a team and its performance and represents the final mechanism of fan attachment (Smith et al, 2008). Consequently, fan involvement is used to measure the attachment of an individual towards a social or leisure activity and team identification to measure attachment towards a team. Individual that are more involved towards an activity, they are capable to comprehend the values of the event and to associate these values to the sponsor of the event (Meenaghan, 2001). Fans who attend football matches in order to support their team they share the same norms and images with other fans and their involvement to the whole event generates positive feeling towards the group of fans (Bennett, 1999). According to Lardinoit and Derbaix (2001) it is of major importance for the success of sponsorship to reach high levels of involvement because involvement attracts the consumers to watch the sponsored event, for longer periods of time and more frequently. The authors also mention that involvement leads to extensive exposure to the sponsors message. Purchasing intention can also change when the attendant is highly involved in the activity (Meenaghan, 2001). Fan involvement has an impact on brand awareness and brand image of the sponsor. As Pitts and Slattery (2004) state highly committed viewers and individuals who are more aware of the event it is more likely to recognize the sponsor compared to less committed spectators. This also supported from the research of Lascu et al (1995) which was based on golf fans. According to the finding high involved golf fan were more likely to remember the name of the sponsor. In addition, the greater the interest of the participant for the event, the greater the sympathy toward the sponsor and this lead to more positive image for the sponsor (Alexandris et al, 2007; DAstous and Bitz, 1995). This is also supported from Close et al (2006) survey: An event attendee who is more active in the area of the event (e.g., sports) is more likely to appreciate a sponsors community involvement. According to Alexandris et al (2007) highly involved attendants of basketball were more likely to engage in positive word -of-mouth. According to Wann Branscombe, (1995) an individual can feel more secure and strengthen its self esteem by belonging to a group. They also mention that a person emphasize on the positive aspects of the group and try to avoid any negative associations. The above behavior strengthens their identity as team members (Madrigal, 2001). Loyal and dedicated fans of a team or an event (as described from the research) were much more likely to purchase or consider purchasing from sponsors of the event than those who were not as avid supporters of the team or the event (Dees et al, 2008; Fisher and Wakefield, 1998; Madrigal 2000; Schurr et al, 1988; Smith et al, 2008; Wann and Branscombe, 1993). Moreover, highly identified sports fans are also more likely to be aware of the sponsor and to form a positive attitude (Gwinner and Swanson, 2003; Madrigal,2001). Highly identified fans also attend games (Fisher Wakefield, 1998; Schurr et al, 1988, Smith et al, 2008), spend more on tickets and products , and remain loyal (Smith et al, 2008). The development of an emotional relationship between the consumer and the social activity can also be a result of an effective sponsorship (Meenaghan, 2001). It is interesting, that fan involvement did not have the same impact as other variables as attitude toward the sponsor and goodwill. According to Dees et al (2008) attitude toward sponsor and goodwill have greater impact than fan involvement on purchasing intentions. In order to understand the behavior of attendants of performing arts it is very useful to determine the relationship between subscription and involvement and the relationship between the quality of the event and the purchasing intentions of the attendants (Hume et al, 2007). Sponsor and event fit It is of major importance for the success of an event the consumer perception of congruence between the event and the sponsor, accordingly sponsor brands need to be close to the event participants and try to communicate with them during the event( Gà ¼Ãƒ §là ¼ Sà ¶zer and Vardar, 2009). In image sponsoring, the sponsoring company attempts to identify itself or one or more of its products with the positive images of the event held by the events consumers (spectators, viewers) (Ferrand and Pages, 1996). Therefore, the sponsor should consider how the image of its brand can be congruent to the image of the event. Gwinner and Eaton (1999) in their study about sponsorship and image transfer found that if consumers perceive similarities between the event and the sponsors brand the image transfer was enhanced. This statement was also supported from a latter research made from Gwinner et al (2009) on team identification and event sponsorship. Speed and Thomson research (2000) found that a good fit between event and sponsor can have a positive influence on attitude toward the sponsor and in the intention of using the sponsors product. An example of good category-level fit would be a sports clothing company sponsoring tennis. If there is category-fit consumers next consider fit at the level of the brand, Adidas, for example is a global sportswear brand that would fit with a top-level tennis brand such as Wimbledon(Gwinner and Eaton, 2009). In order to determine the influence of sponsorship we should take into account similarities. There two types of similarities according to Gwinner (1997): Functional similarity occurs when the participants of an event use the product of the sponsor and image related similarity occurs when the image of brand and event are interrelated. An example of the above theory is given by Donald and Cornwell (2003), Mountain Dew has successfully developed brand associations of over the edge and extreme by sponsoring sports such as skateboarding and snowboarding that have similar associations attached to them. Brand knowledge is also a factor that it should be considered when we evaluate sponsorship techniques. High levels of brand knowledge can lead to brand cohesiveness and make the individual able to find a fit between the brand and the event (Gwinner and Bennett, 2008). If the participant of an event is aware of the sponsoring brand (brand knowledge) he can easier conceptualize the similarity between the brand and the event. In addition, it is crucial to take into consideration sponsor-property fit, event involvement and exposure when we want to predict sponsor recall (Grohs et al, 2004). According to Becker-Olsen and Simmons (2002) participant who are exposed to sponsorships with low fit generated less favorable thoughts, formed a less favorable attitude toward the sponsorship, saw the firms positioning as less clear, and engendered less favorable affective and behavioral responses to the firm. If there is a relationship between the product and the event consumers can easier recognize the sponsoring brand than if there is no relationship (Pham Johar, 2001). Therefore, it is more effective in awareness terms if a guitar manufacturer sponsor a music event than a sport event. There is a connection gap (lack of congruence) between the event and the sponsor if the event is over commercialized (Gwinner and Bennett, 2008). According to the authors this is due to the feeling of exploitation that that participant develops toward over commercialized brands. This is also supported from Speed and Thomson (2000) who state that the positive association found between perceived sincerity and response to sponsorship suggests that consumers do not perceive sponsorship to be just another form of commercial activity but are sensitive to the potential philanthropic dimension that a sponsorship may have The way the congruence or fit between the conditioned and unconditioned stimuli is perceived from the individuals influence the conditioned response (Speed and Thomson, 2000). The consumer response is stronger when there is a fit between the sponsor and the sponsored event (Crinmiins and Horn 1996; Otker and Hayes 1987; Speed and Thomson, 2000; Stipp and Schiavone 1996;). Therefore, the fit between the sponsor and the sponsored event is of major importance for the success of event. In addition, the combination of personal liking from the consumers side and a good fit between the event and the sponsor will lead to a more positive respond toward the sponsor of the event (Speed and Thomson, 2000). According to Roy (2000) student that perceived that there was a high level of congruence between the brand and the sport event transfer this positive association to the corporate image of sponsor. He also mentions that the attitude of the students toward the sponsor; due to the fit between brand/event, was also positive. Positive cognitive and affective responses from the consumer are the result of fit between the event and the sponsor (Koo et al, 2006). Fit is also important in order for the brand to reach its target market and instigate the affective associations (McDaniel, 1999) Attitude towards the sponsor One of the major objectives of sponsorship is the development of positive attitude and feeling toward the sponsor of the event (Gwinner Swanson, 2003; Harvey, 2001). According to Lee and Sandler (2007) the effectiveness of sponsorship in terms of reaching the desired objectives is related to the different attitudes that consumer have towards different events. Attitude is a psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor (Eagly and Chaiken, 1993). Therefore, the attitude toward the sponsor can be either positive or negative. The positive attitude toward the sponsor can be the result of favorable beliefs about the benefits of corporate sponsorship (Madrigal, 2001). If the corporate sponsorship is perceived as important from people their attitude is more positive toward the sponsor of the event (Madrigal, 2001). According to Mason (2005) attitudes are comprised of enduring cognitive (beliefs), affective (evaluative emotional attachments) and behavior tendencies towards an object . He also mentions that sponsorship influence the affective components of attitude and generate positive link between the event and the sponsors brand. Attitude toward an object is based on the beliefs that the individual has about that object and the behavioral intentions toward the object are determined from the attitude of the individual (Fishbein and Ajzen, 1975). Therefore, attitude toward the brand is a relatively enduring, unidimensional summary evaluation of the brand that presumably energizes behavior (Spears and Singh, 2004). It is interesting enough that even when the sponsorship awareness of the sponsored event is low, spectators of the event developed positive attitude toward sponsorship in general (Alexandris et al, 2008). According to Alexandris et al (2008) the sponsorship campaign should not over commercialize the event in order to maintain the positive feelings of the participants toward the sponsor. As already mention over commercialization has also a negative impact on the consumers perception of event/sponsor fit (Gwinner and Bennett, 2008). According to the authors this is due to the feeling of exploitation that that participant develops toward over commercialized brands. Attitude toward the sponsor is important in order to predict the purchasing intention of attendants (Alexandris et al, 2007; Lee et al, 1997; Speed and Thomson, 2000). In addition, sport activity involvement, and beliefs about sponsorship play an important role on the prediction of sponsorship outcomes such as image, word of mouth, and purchase intentions (Alexandris et al, 2007). Positive attitudes toward a sponsor have further been positively associated with favorable perceptions and intentions to purchase a sponsors product (Speed and Thompson, 2000). Brand image of the sponsor can also be improved from repeat attendance of the event (Lacey et al, 2007). Purchasing intention Purchase intentions are an individuals conscious plan to make an effort to purchase a brand » (Spears Singh, 2004). Consumers purchase intention is based on two main influences: first, a positive attitude towards the brand; and second, brand familiarity, which is obtained from brand exposure and prior use (Pope and Voges, 2000). The enhanced company and brand awareness that sponsorship can cause is only a part of its effectiveness. According to Smith et al (2008) sponsorship can also create the desirability to the attendants of the event to buy the sponsored products. This is also supported from previous researches on consumer purchasing intentions (Faircloth, Capella and Alford, 2001; Koo et al 2006; Lee et al., 1997; Madrigal, 2001; Meenaghan, 2001; Terry and Hogg, 1996). It is also interesting that congruency between sponsor and event is influenced from brand equity. As Roy and Cornwell (2003) mentioned sponsors with high brand equity sponsors are perceived from participants of the events as more congruent than those with low brand equity. The link between personal attitude toward an object and the actual behavior is called behavioral intention (Fishbein and Ajzen, 1975). Therefore, when we want to predict the influence of sponsorship, attitude toward the sponsor is of major importance. Speed and Thomson (2000) state that positive attitudes toward the sponsor can motivate the participant to purchase the sponsors product. This occurs because generally consumers positive attitude towards the brand will lead to purchase intention before the actual purchase of the brand (Spears and Singh, 2004). However, celebrity advertisement may not be as effective as sponsorship. According to the experimental study of Tripp et al (1994) when celebrity advertisement increases the intention of consumer to purchase the product decreases. Three variables that lead to higher purchase intentions according to Smith et al (2004) are: Team support Sponsor receptiveness (openness to further information, interest in learning more about the sponsor and knowledge of the sponsors business) Sponsor integrity (is a composite measure of respondents views about the relationship between the sponsor and the sponsored sporting team) Some interesting finding from the research of Smith et al (2004) is that the purchase intentions are positively influenced from sponsorship if the participants are passionate supporters of the sport team or the event. In support to the above statement, Spears and Singh (2004) mention that avid supporters (loyal and dedicated fans) and those who hold positive views of the corporate sponsors its more likely to buy the sponsors product than non fans. On the contrary, the frequent match attendance did not have an impact on purchase intentions (Smith et al, 2004). According to Dees et al (2008) the pleasant atmosphere of an event is what influences the consumer to purchase the product of the sponsor. During the event the marketing message is introduced to the consumer. Therefore, the consumer will buy the product of the sponsor in order to experience the same feeling that he had during the event. According to the research conducted from MacDonald and Sharp (2000) on consume