Defintion Essay - Is it Possible to Define Art? -- Expository Definiti

Defintion sample - Is it Possible to Define Art?Art is the intentional use of some specialty to communicate emotions or ideas between minds. Some combination of the five senses is employ to conduct information, so dodge whitethorn take the form of music, painting, sculpture, dance, and others. Art may be collaborative, as with the presentation of a symphony, which may involve a composer, a conductor, players, and a lighting crew all working to create the art of the presentation. Also, art occurs in at least one level of synopsis removed from reality, a representation of the real thing. at that place is no requirement of ravisher in art. Indeed, some of the highest quality in art is attained by some of the ugliest things. An example is the film, Schindlers List. Its representation of oppression and violence is revolting at times, but its ability to convey a clear message is strong. Perhaps the approximately appropriate gauge of quality in art is its stiffness in commun ication.There may be a tempting tendency to assume that effective communication necessitates that the artist and the audienc... Defintion Essay - Is it Possible to Define Art? -- Expository DefinitiDefintion Essay - Is it Possible to Define Art?Art is the intentional use of some medium to communicate emotions or ideas between minds. Some combination of the five senses is used to conduct information, so art may take the form of music, painting, sculpture, dance, and others. Art may be collaborative, as with the presentation of a symphony, which may involve a composer, a conductor, players, and a lighting crew all working to create the art of the presentation. Also, art occurs in at least one level of abstraction removed from reality, a representation of the real thing.There is no requirement of beauty in art. Indeed, some of the highest quality in art is attained by some of the ugliest things. An example is the film, Schindlers List. Its representation of oppres sion and violence is revolting at times, but its ability to convey a clear message is strong. Perhaps the most appropriate gauge of quality in art is its effectiveness in communication.There may be a tempting tendency to assume that effective communication necessitates that the artist and the audienc...

History :: essays research papers

In my paper the participatory Candidates are Al bloodshed and Bill Bradley. They both have a hardening of the same views on issues that have come out in the campaigning. For theRebublicans it is George W. Bush and John McCain. Both of these guys have differentviews on their issues. The debates between these two hands have really been heating upand it will be interesting to see the outcome of this election. But also on the other side ofthis the Democratic battle has also been a though one but I think Bradley will drop out.He feels and knows he is over matched.Al control panel served in the U.S. Army in Vietnam. He worked for seven years as anewspaper reporter and then was elected to Congress from Tennessee. After eight-spot yearsin the House of Representatives and eight years as an U.S. Senator from Tennessee, hewas elected Vice President of the United States. For almost seven years, Al Gore has been a central member of President Clintonseconomic team -- helping to design the pro gram that has led to our strong economy,casting the tie-breaking Senate vote for the plan in 1993, helping to pass the first balancedbudget in 30 years. He has helped to usher in the longest peacetime economic expansionin American history -- with over 18 million new jobs, wages rising twice the rate ofinflation, the lowest African-American and Hispanic poverty on record, the highest take aimof private home ownership ever, more investment in our cities, and the lowestunemployment in 29 years. Since his days in the House and Senate, Vice President Gores environmentalrecord has been unparalleled. He leads the Administrations efforts to protect theenvironment in a way that also strengthens the economy -- such as working with the BigThree car makers to support the development of a new generation of fuel- andenergy-efficient vehicles, and working to combat global warming in a way that alsocreates new jobs, by helping America lead the estimated $400 billion worldwide marketfor new techno logies that clean up the environment. Bill Bradley was born on July 28, 1943, in lechatelierite City, Missouri, the onlychild of Warren and Susan Bradley. The Bradleys lived a comfortable,middle-class life in a small, multiracial, multiethnic town on the banks of theMississippi River, thirty-six miles south of St. Louis. The quartz City of Billsyouth was a blue-collar company town with a single stoplight and a population of3,492. With the support of his family and the close-knit community roughly him,

Students and School Uniforms Essay -- essays research papers

Students and School UniformsThe implication of groom uniforms on the public school system would get at a dramatic positive change for the students now and in the future. Currently the public school system allows casual dress principle attire throughout the United States. Differing from private school institutions, where uniforms are mandatory. School uniforms are beneficial to the students and to the parents of these students. Secondly, uniforms provide structure and unity within the schools. Lastly, school uniforms make the environment in which the students conduct in for approximately 6 7 hrs. of their day a safer place. How much does it cost to dress for school? The prices in the invent market targeted to school age children are on the rise yearly. The $28 billion childrens apparel market experienced continuous growth from 1998 to 2003 up 32% (Key note publications, 2003), this statistic showing the growth in spending on fashion clothing for young children. The clothing mark et now being a Brobdingnagian expense for parents of these children. The purchasing of school uniforms is proven to be less expensive than the competitive fashion market at this time. School uniforms are typically purchased yearly, with the increase child. This lessening the amount of money spent on uniforms and attention paid to the fashion markets competiti...

Black Holes Essay -- Essays Papers

Black HolesEvery day we look out upon the night sky, wondering and dreaming of what lies beyond ourplanet. The universe that we live in is so diverse and unique, and it interests us to learn about all the variance that lies beyond our grasp. Within this marvel of wonders, our universe holds a mystery that is very difficult to understand because of the complications that arise when trying to examine and explore the principles of space. That mystery happens to be that of the ever elusive, blacken hole. This essay provide hopefully give you the knowledge and understanding of the concepts, properties, and processes involved with the space phenomenon of the black hole. It will describe how a black hole is generally formed, how it functions, and the effects it has on the universe. By definition, a black hole is a region where matter collapses to infinite density, and where, as a result, the curvature of space-time is extreme. Moreover, the intense gravitational field of the black hole prevents any light or other electromagnetic radiation from escaping. But where lies the point of no return at which any matter or energy is doomed to disappear from the visible universe? The black holes surface is known as the event horizon. Behind this horizon, the inward draw of gravity is overwhelming and no information about the black holes interior can escape to the outer universe. Applying the Einstein Field Equations to collapsing stars, Kurt Schwarzschild find the critical radius for a given mass at which matter would collapse into an infinitely dense state known as a singularity. At the center of the black hole lies the singularity, where matter is crushed to infinite density, the pull of gravity is infinitely strong, and space-time has infinite curvature. Here it is no longer meaning(prenominal) to speak of space and time, much less space-time. Jumbled up at the singularity, space and time as we know them cease to exist. At the singularity, the laws of physics tire out down, including Einsteins Theory of General Relativity. This is known as Quantum Gravity. In this realm, space and time are broken apart and cause and effect cannot be unraveled. Even today, there is no satisfactory theory for what happens at and beyond the rim of the singularity. A rotating black hole has an interesting feature, called a Cauchy horizon... ...rams were made demo how astronomers believe that if somehow you were to survive through the center of the black hole that there would be enough gravitational force to possible warp you to another(prenominal) end in the universe or possibly to another universe. The creative deas that can be hypothesized from this discovery are endless. Although our universe is filled with many unexplained, glorious phenomena, it is our duty to continue exploring them and to continue learning, but in the process we must not take any of it for granted. As you have read, black holes are a major to pic within our universe and they contain so much curiosity that they could possibly hold unlimited uses. Black holes are a sensory faculty that astronomers are still very puzzled with. It seems that as we get closer to solving their existence and functions, we only end up with more and more questions. Although these questions moreover lead us into more and more unanswered problems we seek and find refuge into them, dreaming that maybe one far off distant day, we will understand all the conceptions and we will be able to use the universe to our advantage and go where only our dreams could take us.

Sexual Harassment in the Workplace Essay -- Quid pro quo harassment, h

The workplace is an environment where one should always feel safe. That sometimes is not the case. There has been a great increase in sexual harassment lawsuits and involves in the workplace since the Anita Hill and Clarence Thomas controversy in 1991. Sexual harassment is any unwished and offensive sexual advances or sexually derogatory or discriminatory remarks. The law currently recognizes two types of sexual harassment in the workplace. Quid professional person quo harassment and hostile environment harassment. Hostile environment involves making unwanted sexual advances or other verbal or physical contact with the inclination of reasonably obstructing an individuals work performance or alternatively effectuating and intimidating, hostile or formidable working environment (Sexual Harassment, 2014). Quid pro quo harassment involves harassment from supervisors and occurs when bosses physical exertion their authority to coerce employees, either with threats or rewards into havin g a sexual relationship. Non-supervisors, by the definition, cannot engage in quid pro quo harassment. In this paper I indicate to explain both types of harassment that take place in the workplace. I will also focus on different ways that an employer (manager, supervisor) can do to prevent sexual harassment claims.If your firm is sued for sexual harassment, you will not recover legal costs, the cost to your reputation or the extensive time demand to prepare for trial, even if you win the case. Thus, its far better to take steps to prevent sexual harassment and minimize your liability if such a claim should arise (National Womens Law Center, 2015). Hostile Environment HarassmentThe first form of sexual harassment falls under the ?hostile environment category?. Thi... ...e Huffington take (February 19, 2015) the number of sexual harassment cases filed with the EEOC in 2014 was 26,027(Vagianos, 2015). Employers need to always take all precautions to prevent a lawsuit . Th ey need to make sure that they cave in visible standards about harassment polices so all employees can understand what sexual harassment is.BibliographySexual Harassment The EEOC. 2014. Web. 2 June 2015.http//www.eeoc.gov/laws/types/sexual_harassment.cfm Sexual Harassment in the Workplace National Womens Law Center, 2015. Web. 2 June 2015.http//www.nwlc.org/our-issues/employment/sexual-harassment-in-the-workplaceVagianos, Alanna. 1 In 3 Women Has Been Sexually Harassed At Work The Huffington Post. Feb. 19, 2015. Web. 7 June 2015.http//www.huffingtonpost.com/2015/02/19/1-in-3-women-sexually-harassed-work-cosmopolitan_n_6713814.html

Sexual Harassment in the Workplace Essay -- Quid pro quo harassment, h

The workplace is an environment where one should always feel safe. That sometimes is not the case. There has been a undischarged increase in sexual bedevilment lawsuits and claims in the workplace since the Anita Hill and Clarence Thomas controversy in 1991. Sexual harassment is any unwanted and fetid sexual advances or sexually derogatory or discriminatory remarks. The law currently recognizes two types of sexual harassment in the workplace. Quid pro quo harassment and hostile environment harassment. Hostile environment involves making unwanted sexual advances or other verbal or physical contact with the goal of more or less obstructing an individuals work performance or alternatively effectuating and intimidating, hostile or formidable working environment (Sexual Harassment, 2014). Quid pro quo harassment involves harassment from supervisors and occurs when bosses use their control to coerce employees, either with threats or rewards into having a sexual relationship. Non-super visors, by the definition, cannot engage in quid pro quo harassment. In this paper I intend to rationalize both types of harassment that take place in the workplace. I will also focus on different ways that an employer (manager, supervisor) can do to restrain sexual harassment claims.If your firm is sued for sexual harassment, you will not recover legal costs, the cost to your reputation or the extensive time required to raise for trial, even if you win the case. Thus, its far better to take steps to prevent sexual harassment and minimize your liability if such a claim should arise (National Womens Law Center, 2015). Hostile Environment HarassmentThe first form of sexual harassment falls under the ?hostile environment category?. Thi... ...e Huffington Post (February 19, 2015) the weigh of sexual harassment cases filed with the EEOC in 2014 was 26,027(Vagianos, 2015). Employers need to always take all precautions to prevent a lawsuit . They need to make sure that they have visual standards about harassment polices so all employees can understand what sexual harassment is.BibliographySexual Harassment The EEOC. 2014. Web. 2 June 2015.http//www.eeoc.gov/laws/types/sexual_harassment.cfm Sexual Harassment in the body of work National Womens Law Center, 2015. Web. 2 June 2015.http//www.nwlc.org/our-issues/employment/sexual-harassment-in-the-workplaceVagianos, Alanna. 1 In 3 Women Has Been Sexually Harassed At Work The Huffington Post. Feb. 19, 2015. Web. 7 June 2015.http//www.huffingtonpost.com/2015/02/19/1-in-3-women-sexually-harassed-work-cosmopolitan_n_6713814.html

Sticking With Arnis

Somehow this sport is ignored and perhaps most Filipinos fail to devolve it, and even the layers of Earns have been quite unnoticed. Take for example Tensile castling. Despite all the accomplishments and contributions Palace has made for the rail and the country through playing Earns, she alas still does not seem to get the attention and appreciation she deserves. A passionate and graceful Earns varsity player born on April 4, 1 996, Hazels Gristliness R. Palace has given pride to the school and her country through her achievements in the sport.Truly, junior BBS Psychology student Tensile Palace is not just your nondescript Eaten. During one interview, Tensile hares that she just heard about Earns from her uncle when she was in fifth grade. He taught her Earns basically for self defense, but that was as well the time when Tensile became absorb to earns. However, it wasnt until college that she learned more about the sport and actually got to practice it. She started learning ea rns under Sir Richard Gallon in his PEE class.Soon and luckily enough, she was invited to become plane section of the expiate College Earns Varsity team the semester after. Everything escalated from thus on. Of all the mainstream sports, Palace chose to play a snubbed sport. And so e ask, M/why Earns? Why not volleyball or basketball or any other mainstream sport? Unexposed and out of sight, the MAC (Martial Arts Center) located near the college covered courts of ADAM is where Palace has regularly been practicing Earns for 2 years and 2 months now. Undeniably, she has grown in love with the sport.To her, what got her interested in Earns is because of its history. She was also inspired by the stories of Sir Gallon on how Earns was used in the ago. She phrases Earns could say a lot about our cultural background as Filipinos. l guess I just really felt that I could help earmark that cultural heritage and that part of our identity as Filipinos through learning Earns and most proba bly passing it on to the younger generations in the future. So its not really about the sport and martial art being mainstream but the cultural heritage and sense of identity as Filipino, says Tensile.Earns indeed has a bulky part on our individuality as Filipinos and it contributes immensely to our cultural growth. This ignored martial art, Earns, is what completes us as countrymen. And because we are armed with one of the many Filipino prides, it is our responsibility to uphold this art. Holding on strongly to that obligation is none other than Tensile. As proof, besides being part of the Atone College Earns Varsity team, she is also a part of KAMALA (Kali Earns Martial Arts Organization) and the Philippine Demonstration Team.Moreover, she teaches Earns to grade 7 and 8 students from ASH every Wednesday to fulfill her duty of passing it on to the younger generations. Since Tensile bountifully gives her time and efforts to preserve Earns, she needs to manage her time well. The bu ilding where she just had her consultation with one of her professors was hundreds of steps away from he MAC, so she bustled through the buildings and roads in campus as she was late for her training on one Monday afternoon. She beamed, though catching her breath, when she saw me waiting for her at Managing, then she apologized for being late.Then and there, we started walking to their teams training ground. As I watched her train until the late-night hour, I contemplated on how she brings about her time. Admittedly, Tensile said that she has difficulty with time management with piled-up school tasks, training and family time, she tries her best to balance and sacrifice time for each. Neglected school responsibilities is a big no-no because academics is her first priority, and to help herself out, she decided not to be part of any school organizations this school year.On the other hand, amidst all the busyness, keeping in touch with her family was never a failure for her. She says s he is very open to them. When her parents call her on the phone daily, she often talks about what happened during her training. My friends also get updated on whats happening in my Earns career, she laughs shyly. Although she is still a fresh competitor in the world of Earns, Tensile Palace has won numerous awards and only her university, family members and a couple friends recognized her success.Listed below are some of the awards she received for merely the past few months. In spite being nervous and pressured, Palace did not make these an excuse not to excel in her first kickoff in the world stage. She was one of the hand-picked members of KAMALA to represent the Philippines in the 2014 World Martial Arts Festival in South Korea last August. This once in a life history experience has encouraged her to pursue Earns more, and she is definitely determined to make Earns now as a sport and as a martial art.

Example of a journal

Composition II was a great experience for me. I pee cracked more things that I did not have any Idea about It. I remember that I used to spell Just because I had to do It. I was not aware of the mistakes that I made. Now, everything Is completely different because I learned the right way to elaborate a paragraph and an essay. I know that at the beginning of the semester, told you that I did not like to write at all. As I went through this subject, I changed my mind because learned to enjoy while writing.I completed that I can express my ideas, feelings and thoughts through writing. Writing is as living in another world, in my world. Let me tell you that I have learn many things from you not only In English Composition but also in the English levels. I have had the opportunity to take quadruple subjects with you. And I have learned that you are such a great teacher that the most difficult task with you becomes easy. I really want to give thanks you for being such a comprehensive teacher. You have a nice personality.I think you are the kind of person who was born to teach because you have been tolerant while we were learning how to write. I look up to you for having that virtue of patience. You are the kind of person that inspires and encourages people to continue when De path seems difficult. I also grateful for having taken the time to clarify our doubts even when you were busy. Your pieces of advice have been very useful for me because as I followed them, I shaped my writing style. I feel live up to because of the progress I have made in writing.There is a big difference between how I used to write and the way I write after taking Composition with you. You have had a big influence in the way I write now. I want to thank you for everything you have taught me. You are an excellent teacher. Let me tell you that I have a special affection for you. You are a very nice person. Definitely, the world unavoidably more teachers Like you. Thank you for making a difference In your students lives. It is the supreme art of the teacher to awaken joy in creative way and knowledge.

My Belief Story

Family I believe your friends can some snips be more of a family then(prenominal) your actual family. Its tout ensemble in all because they choose to stand by your side. Your family is agonistic to. I can remember this one time I was wondering my neighborhood considering about my dad and my great aunt. My dad passed away when I was only 7 months old, my great aunt when I was in 4th grade. I remember thinking about what we would be doing and whether or not we would becalm be together or not.As I am walking around and thinking y friend that I agree known for 10 historic period bumps into me. We hung out all of the time. Whether we were just sitting around each other houses or hanging out at a park but we pass most of our time on the bike path. He name is Kenny. As Kenny bumped Into me he saw the tears,that I had yet to notice myself, he stopped me. He had turned me around and gave me the biggest hug ever. After I felt his arms incased me I fell into a world of tears. Surround ed by mournfulness and despair, tears raining down upon my heart and washing away all hopes of happiness.The waterworks had finally gun at that point, finally someone would actually learn to me. He had given everything I needed, he made me feel better. It was right around the time I was slowing down my waterworks when Kenny had asked me what was wrong. In the eye of my explanation of how I felt like my dad and great aunt hated me for who I was turning into, all he did was start hugging me again, I couldnt help but start crying again. After our little talk we became substantially closer. Now we can talk about anything.On another occasion my beat out friend Bella, who I had known for about a year, has eloped me deal work out some of my inner conflicts_We have gotten closer lately Close abundant to be able to completely understand each other and now we can talk to each other about anything. Like this one time one of my sisters was talking about how there are so many problems that are going on at my old house. She was basically unloading all of her stress onto me. She was talking about how they have like no food and how no one wants to get a Job, so they are barely acquire by on their monthly bills.Then out of nowhere she starts asking me for funds and I didnt want to sound eke a jerk and say no without a reason, even though I had the best reason in the world, I am too young to support her and I shouldnt have to even think about that. So Instead all I said was Jess how much do you need? and then I asked her why are you coming to me for money? We arent here to support you. The reason we dont live there anymore is because me and Liz had to endure the stress of not knowing whether or not the bills are going to be paid or not. When she left I knew she was passed off but I was only speaking the truth.My friend Bella showed up but by then I had already gotten up from where I was sitting and was running in the direction of follow me. When she came into my room I turned away and immediately started thrust the tears away, I was determined not to let her get even a glimpse of me crying. I dont like crying in front of anyone. She came bordering to me and we started talking about it. l cant take their stress anymore, its Just too much for me to deal with, it was different when I was living there because I was oblige to deal with it but owe I dont have to deal with it yet they come over and Just give me their problems.I mean what the hell is wrong with them, I am too young to be dealing with stress that a twenty year old would have to deal with. I am so done. As we are talking I turned away to cry, I couldnt do it anymore. I was giving up. I started to think about everything that we have talked about and how much we have helped each other out with anything. Thats what family is all about but when you have a family like mine, with the exception of my two sisters Amanda and Liz, that dont bet to care about nee another and are always at each oth ers throats trying to kill each other you dont get the Joy of what real family is like.If everyone had friends that were close enough to be family, if not more then everyone would be happier to know that they have someone that wasnt in their family that they can count on. In all honesty there are going to be a lot of people that you know but only of those people are going to be you friends, people who wont play around with your friendship, people who will always stick closer to you then your closest family member.

Using Internet Behavior to Deliver Relevant Television Commercials

INTMAR-00124 No. of pages 11 4C Avai tryouting groundle online at www. sciencedirect. com diary of Interactive marketing xx (2013) xxx xxx www. elsevier. com/ sink/intmar Using earnings way to contain Relevant video Commercials St until now bellman a,? & Jamie Murphy b, d & Shiree Treleaven-Hassard a & James OFarrell c & Lili Qiu c & Duane Varan a a Audience Re count Labs, Murdoch University, 90 South Street, Murdoch, WA 6150, Australia Australian School of Management, Level 1, 641 Wellington Street, Perth, WA 6000, Australia Business School, University of Western Australia, 35 Stirling mettlesomeway, Crawley, WA 6009, Australia dCurtin Graduate School of Business, 78 Murray Street, Perth, WA 6000, Australia b c Abstract Consumer footprints left on the meshing help advertisers show consumers applicable sack up ads, which ontogenesis aw arness and click-throughs. This proof of concept experiment illust positions how Internet appearance throw out identify relevant telev ision mercenarys that join on ad- installiveness by raising wariness and ad pictorial matter. output engagement and foregoing check ikon, however, complicate military forceive Internet-targeting. Ad relevancy matters to a greater extent for low- interest returns, which have a footling pre-purchase count process.For the same reason, victimisation Web shop behavior to make inferences or so current ad relevancy is much accurate for low-involvement crossroads. Prior brand depiction reduces schooling- prise, all the same for relevant commercials, and therefore dampens ad relevancys pith on attention and ad exposure. 2013 Direct merchandise Educational Foundation, Inc. Published by Elsevier Inc. All fulls reserved. Keywords Consumer search behavior advertise Ad relevance Product involvement wayal targeting Attention Ad invalidateance Television Internet Experiment Heart rate IntroductionTelevision, declining in value for advertisers in recent years, is shr inking as a mass medium due to the proliferation of networks and consequent audience fragmentation. At the same age, digital video recorders (DVRs) change TV ad avoidance (Wilbur 2008). Finally, advertising budgets are shifting to other media such(prenominal) as the Internet, where interest- base targeting has increased measurement ad authorization by 65% (Goldfarb and Tucker 2011). Addressability, heralded decades ago, uses technology to track customer preferences and subsequently tailor advertising (Blattberg and Deighton 1991).Sending ads wholly to interested kinspersons improves advertisings value for consumers by increasing its relevance, and for advertisers by trim down wastage (Gal-Or and Gal-Or 2005 Gal-Or et al. 2006 Iyer, Soberman, and Villas-Boas 2005). advertize addressability ? Corresponding author. E-mail addresses s. emailprotected edu. au (S. bellman), jamie. emailprotected com (J. Murphy), emailprotected com (S. Treleaven-Hassard), emailprotected com (J. OF arrell), lili. emailprotected edu. au (L. Qiu), emailprotected com (D. Varan). establish on consumer Web behavior could apply to other media nd devices such as television, quick-witted phones, tablet devices and satellite radio (Shkedi 2010). Although search engine keywords and online social network data could augment targeting based on Web search behavior (Delo 2012 Jansen and Mullen 2008 Jansen et al. 2009), this available advertising proof of concept paper uses whole Web search behavior. Currently, TV advertisers target relevant commercials based on location, lifestyle and get data (Marcus and Walpert 2007). A cable company, for instance, might use subscriber information to send different ads to different ethnic groups (Vascellaro 2011b).But information in these databases can be months or years old. Current crossroad and brand interest based on Internet behavior could add a new layer to a targeting database. intimately all (85%) of the United States population are Intern et users (Pew Internet and American Life Project 2012), leaving digital footprints that suggest product interest. Cable companies that tract cable and broadband Internet services, Comcast for example, could align household Internet and TV- see data to increase the relevance of marketing communication. The basic intuition behind targeting TV ads based on Web rowsing behavior is that cartridge clip spent browsing pages in a 1094-9968/$ -see front matter 2013 Direct merchandise Educational Foundation, Inc. Published by Elsevier Inc. All rights reserved. http//dx. doi. org/10. 1016/j. intmar. 2012. 12. 001 Please state this condition as Steven Bellman, et al. , Using Internet Behavior to forgo Relevant Television Commercials, diary of Interactive Marketing (2013), http// dx. doi. org/10. 1016/j. intmar. 2012. 12. 001 S. Bellman et al. / diary of Interactive Marketing xx (2013) xxxxxx 2 certain product stratum increases interest in commercials for brands in that category.This i ntuition necessarily empirical testing, and the literature on consumer search suggests that differences among product categories may complicate applying this intuition (Richins and Bloch 1986). This paper opens with our conceptual framework, which distinguishes ad relevance from product involvement (Batra and radiation therapy 1983). Consumers tend to use an ongoing search process (Bloch and Richins 1983) for amply-involvement products buying the wrong brand entails greater financial, social, or psychological risks than for low-involvement products (Ros orderr and Percy 997). Internet obtain strategies differ, therefore, amidst high- and low-involvement products (Moe 2003). These differences in involvement, along with prior brand exposure, lead to four hypotheses about the performances of TV ad relevance disc everywhereed via Web-browsing behavior. After a discussion of the methodological abstract and results, the paper closes with implications, limitations and afterlife res earch avenues. Conceptual Framework Ad Relevance and the Consumer look for Process advertize has relevance before, du fudge, and after purchase (Vakratsas and Ambler 1999).Consumer pre-purchase search has two phases, exploratory and purposeful search (Janiszewski 1998). Consumer information needs change from generic product information (e. g. , hotels) to brand-specific information (e. g. , Hilton), including advertising by these brands (Rutz and Bucklin 2011). In St. Elmo Lewis continent AIDA model (Strong 1925), exploratory search begins with awareness consumers archetypal recognize their need for a product. As interest grows, they explore options in the category and seek information from friends and the media, including the Internet. In the later oal-directed search phase, they desire a particular product or brand. Finally, they put that desire into action and buy a specific brand. Ad relevance for a product is highest during purposeful search, freeze off during explorator y search, and practically non-existent with consumers unaware of a product need. Product interest and Web Browsing Behavior Moe (2003) illustrates how useful matching ads to Web browsing behavior can be, and the complications associated with product involvement. Most products are low-involvement, attracting attention only during the pre-purchase search process (Bloch and Richins 983). Since pre-purchase search for these products by and large ends in a purchase, the search process for low-involvement products has an warm purchasing horizon. But the risks associated with high-involvement products lead many consumers, especially product enthusiasts, to engage in ongoing search, to unendingly update their knowledge or just for enjoyment (Richins and Bloch 1986). Examples of such products include automobiles, computers, and fashion items (see Table 2 later). A search for information about a high-involvement product may not end in a purchase, and often has a future urchasing horizon. Moe (2003) utilize two dimensions, low versus high ad relevance (exploratory vs. goal-directed search) and low versus high involvement (immediate vs. future purchasing), in a 2 ? 2 matrix to define four Web browsing strategies utilize by Internet shoppers (Table 1). Moe (2003) categorized visitors to a real stores Web site, which sold nutrition products such as vitamins, into these four strategies. Shoppers interested in a low-involvement product with an immediate purchasing horizon adopt a hedonic browsing dodging during exploratory search, and advertising has low relevance.They use the directed buying strategy during goal-directed search, and advertising has high relevance. Shoppers use the other two strategies for a high-involvement product with a future purchasing horizon. Advertising for high-involvement products should have relatively lower relevance for shoppers using the exploratory knowledge building strategy, compared to shoppers using the goal-directed search/ delibera tion strategy. Table 1 also reports the average Web browsing clipping for these four strategies. These data suggest that long versus short Web browsing time can signal high ad relevance for low-involvement products.Directed buyers averaged over 36 minutes visiting the online store. In contrast, hedonic browsers spent one one-fifth as much time on the site, about seven minutes. big versus short Web browsing time, however, may not signal high ad relevance for high-involvement products. First, average Web browsing time is nearly 3? multiplication longer for high- rather than low-involvement products due to the ongoing nature of search for these products (Richins and Bloch 1986). Second, Moes (2003) data suggest that the opposite pattern of Web browsing times leave behind indicate low versus high ad relevance for high-involvement products.In line with theory that predicts an inverse-U order of product experience on search activity (Moorthy, Ratchford, and Talukdar 1997), knowledge- building shoppers (low ad relevance) preserve the longest Web browsing times, nearly two hours in a single seance. Shoppers with a search/deliberation strategy (high ad relevance) and extensive category knowledge focus their search time on specific products or brands and record relatively shorter Web browsing times, about the same duration as directed buyers. Table 1 Influence of ad relevance and product involvement on Web browsing behavior. Product involvementAd relevance low-pitched (exploratory search) humiliated (immediate purchasing horizon) High (future purchasing horizon) High (goal-directed search) SHORT Hedonic browsing (641) LONG Knowledge building (11147) LONG Directed buying (3633) SHORT Search/ deliberation (3759) NOTEAdapted from Moe (2003). metrical composition in parentheses are the average Web site browsing time for separately of the four Internet shopping strategies (minutesseconds). Please cite this article as Steven Bellman, et al. , Using Internet Behavior to Deliver Relevant Television Commercials, ledger of Interactive Marketing (2013), http// dx. doi. org/10. 1016/j. ntmar. 2012. 12. 001 S. Bellman et al. / Journal of Interactive Marketing xx (2013) xxxxxx The next section uses this conceptual framework to propose four hypotheses about the effects of ad relevance, indicated by Web browsing behavior, on attention and ad exposure. Hypotheses Moderating Effect of Product elaboration According to the conceptual framework above, Web browsing behavior can suggest ad relevance. A long time browsing information about a product indicates a consumer seeming in goal-directed search for that product brand advertising has high relevance, just only for low-involvement products.For highinvolvement products, Web browsing behavior is unrelated to ad relevance, or the opposite pattern, short rather than long Web browsing time, is likely to signal greater ad relevance. When advertising is relevant, that is, a consumer is in the goal-directed pha se of product search, a TV commercial for that product should receive above average attention. When people pay attention to external stimuli, their sum rate goes down, most likely to littleen interference with information-intake (Lacey 1967). In other words, greater attention to relevant ads will associate with a decrease in heart rate.Ad relevance should also increase ad exposure, by reducing ad avoidance. As viewers may avoid TV commercials mechanically by channel-changing or fast-forwarding, addressable commercials interest TV advertisers as a method to combat ad avoidance. This ad exposure is better measured in viewing time, which conveys more information than a innocent binary measure of ad avoidance (Gustafson and Siddarth 2007). Single-source data that match a households commercial viewing time to its purchase history suggests viewers are more likely to abide by relevant ommercials, that is, commercials for products the household buys, as opposed to irrelevant commerci als (Siddarth and Chattopadhyay 1998). A recent field trial found that addressable TV ads can reduce ad avoidance by 32% (Vascellaro 2011a). Less ad avoidance means longer viewing times for commercials, and therefore high ad relevance commercials will increase ad exposure. According to the conceptual model in Table 1, high versus low product involvement is likely to chink the reliability of Web browsing time as an indicator of high versus low ad relevance, attention, and ad exposure.High involvement with a product is likely to show into high interest in advertising by brands of that product during both(prenominal) exploratory and goal-directed search. For high-involvement products, therefore, TV commercials could have high ad relevance, attention, and ad exposure, whether or not Web browsing behavior has been recently observed. Furthermore, for high-involvement products, short rather than long Web browsing time could indicate relatively greater ad relevance. Consumers, however, a re less likely to seek information online or offline about low-involvement products (Bloch andRichins 1983 Bloch, Sherrell and Ridgway 1986). This suggests that Web browsing for low-involvement products is highly valuable for behavioral targeting, as pre-purchase search for these products is for an immediate need (Moe 2003). For low-involvement products, Web browsing behavior should be a 3 highly reliable indicator of ad relevance, attention and ad exposure for TV commercials, but this will not be the case for high-involvement products. Thus, product involvement will moderate the effects of ad relevance indicated by Web browsing behavior H1.Ad relevance based on Web browsing behavior will increase attention to commercials for low-, but not for high-involvement products. H2. Ad relevance based on Web browsing behavior will increase ad exposure to commercials for low-, but not for high-involvement products. Moderating Effect of Prior steel mental picture Another variable likely to moderate addressability effects is prior exposure to advertising for a brand. Prior brand exposure reduces a commercials information value, even when that information is relevant (Campbell and Keller 2003 Pechmann and Stewart 1989).Prior exposure should therefore reduce a viewers willingness to pay attention to the commercial (Potter and Bolls 2012), or to choose ad exposure over ad avoidance (Bellman, Schweda, and Varan 2010 Woltman Elpers, Wedel, and Pieters 2003). Hypotheses 3 and 4 predict that prior brand exposure moderates the effects of ad relevance and involvement on attention and ad exposure H3. Prior brand exposure reduces the effect of ad relevance on attention to commercials for low-involvement products. H4. Prior brand exposure reduces the effect of ad relevance on ad exposure to ommercials for low-involvement products. The next section describes the experiment to test these four hypotheses. Methodology Overview To test the concept of using Internet behavior to part wi th relevant TV commercials, this experiment drew on two seemingly unrelated lab sessions. In the first lab session, apiece participants Web browsing behavior was analyzed to discover highly relevant products. In the second lab session, this knowledge was used to individually customize the playlist of TV commercials shown to each participant. Sample and Design The experiment was a 2 ? 2 ? 2 mixed design. Prior brand xposure (yes/no) was a between-participants factor. The yes group saw Web banner ads in the first lab session, exposing them to visual aspects of the TV commercials for the same brands shown in the second lab session. All TV commercials were for U. S. brands unavailable in the test market, Australia, ensuring no prior brand exposure in the no group. Ad relevance (high/low) and Please cite this article as Steven Bellman, et al. , Using Internet Behavior to Deliver Relevant Television Commercials, Journal of Interactive Marketing (2013), http// dx. doi. org/10. 1016/j. int mar. 2012. 12. 001 4 S.Bellman et al. / Journal of Interactive Marketing xx (2013) xxxxxx A. The crustal plate page for the sise high-involvement product categories. B. The home page for a subcategory of high-involvement products credit cards. Fig. 1. The Web site used to unobtrusively measure interest in 12 product categories. A. The home page for the cardinal high-involvement product categories. B. The home page for a subcategory of high-involvement products credit cards. Please cite this article as Steven Bellman, et al. , Using Internet Behavior to Deliver Relevant Television Commercials, Journal of Interactive Marketing (2013), http// dx. oi. org/10. 1016/j. intmar. 2012. 12. 001 S. Bellman et al. / Journal of Interactive Marketing xx (2013) xxxxxx product involvement (high/low) were both within-participants factors for the TV commercials shown in the second lab session. A total of 211 members of an audience panel, representative of the Australian public, earned $30 (AUD) to participate in two lab sessions totaling 90 minutes. These participants were randomly assigned to the two between-participants groups (yes, prior brand exposure = 109, no = 102). Half the sample (49%) were women, and ages ranged from 19 to 78 years (M = 45, SD = 15).All had high levels of Internet experience (Venkatesh and Agarwal 2006). Careful cognitive operations, such as describing the two lab sessions as separate studies, helped ensure that participants were unaware that their Web browsing behavior in the first lab session influenced the TV commercials served in the second lab session. Lab Session 1 In the first lab session, participants evaluated the fictitious Consumer Choices Web site (Fig. 1A), which displayed information about six high- and six low-involvement product categories, identified from published classifications (Kover and Abruzzo 1993 Ratchford 1987 Rossiter, Percy, and Donovan 991 Vaughn 1986). Each product category had trinity subcategories (Table 2). The c ardinal pages of subject field for each of these 36 subcategories were matched crossways products for depth, breadth and reading level to allow meaningful time-in-category comparisons. Participants had four minutes to explore the six highinvolvement categories, and another four minutes to explore the six low-involvement categories (the order, high- or lowinvolvement first, was randomized). Browsing time in each category was logged. For each participant, the two product ategories (one high- and one low-involvement) browsed for the longest time were that participants two high ad relevance categories. The two corresponding low ad relevance categories (one high- and one low-involvement) were randomly selected from the participants categories with the shortest browsing times (e. g. , 0 seconds). For participants in the prior brand exposure group, banner advertisements were at the top of each page. In the no prior brand exposure group, a generic photo-montage of the same size occupied t his ad space. Each of the 36 subcategories advertised a different brand.For each participant, one brand was chosen randomly to represent its subcategory across both stages of the experiment (e. g. , great(p) One, Fig. 1B), from the two brands available for each subcategory, a total of 72. The duration of prior exposure to a brand was the time the participant spent viewing pages of content about the brands subcategory (i. e. , prior exposure was higher for high ad-relevance categories). Lab session 1 ended after participants completed an extensive online survey about the Web sites usability (Agarwal and Venkatesh 2002 Venkatesh and Agarwal 2006). This survey reated a 20-minute delay, realistically replicating the process of identifying ad relevance based on Web browsing behavior, and subsequently delivering a set of customized commercials to a TV set-top box. 5 Lab Session 2 Participants went to a different laboratory for the second lab session, in which they evaluated new TV progra ms. Participants first verified their shout and date of birth displayed on the TV screen, to ensure no miss-targeting of the customized ads (Gal-Or et al. 2006). They then practiced using the TV remote control to select programs and mechanically avoid ads.Participants selected one of four new one-hour U. S. television programsdrama, comedy, reality or documentaryto evaluate for potential airing in Australia. They were told these programs had been recorded off-air in the U. S. , with ads included. This selection social function successfully eliminated differences in program like (Coulter 1998), which can affect advertising response (Norris, Colman, and Aleixo 2003). Each program had five ad breaks, with five 30-second ads in each break. The ads shown in the first four breaks were individually customized based on the ad relevance information discovered in the first lab session.The four test ads for two high ad-relevance products (one high- and one low-involvement) and two low ad-re levance products (one high- and one low-involvement)were counterbalanced across the first four breaks, always appearing in the middle rig to avoid primacy and recency effects (Pieters and Bijmolt 1997). The remaining eight product categories each contributed two filler ads, the 16 required for the first four ad breaks. The fifth ad break, which always showed the same five filler ads, created a natural delay before measuring brand recall. While participants seeed their chosen program, the two ependent variable measures were collected unobtrusively. Attention was heart rate decrease relative to each participants pre-program baseline heart rate (Potter and Bolls 2012). The slowest heart rate during a commercialrepresenting the peak of attention (Lang et al. 1993)was subtracted from the participants slowest resting-baseline heart rate (Wainer 1991). Heart rate was measured via pulse photoplethysmography at two places the lobule of the ear and the distal phalanx of the non-dominant han ds ring finger. The signal, ear or finger, with the fewest artifacts (mainly caused by movement) was retained.Sixty-four participants (30% of 211, women = 47%, age range 19-75 yrs) consented to this procedure and yielded usable heart rate data. None of these participants was on medication that affects heart rate (Andreassi 2007). Thanks to an efficient mixed-level design, the size of this sub-sample was sufficient to test the two attention hypotheses with 99. 9% power (Faul et al. 2007). Ad exposure was the number of seconds that the commercial displayed on the screen before avoidance. Participants avoided ads by pressing the remote controls skip button, which jumped to the next ad or program segment.In this experiment skipping was impossible during the program and during the first five seconds of each commercial, to ensure that each skip decision was on the merits of the ad rather than a general goal of avoiding all commercials. A matched sample (n = 81) substantiate that this pro cedure added a non world-shattering 1. 67 seconds of ad exposure, compared to participants able to skip at any time. Although previous studies have used ad viewing time to measure ad attention (Olney, Holbrook, and Batra 1991), in this ask Please cite this article as Steven Bellman, et al. Using Internet Behavior to Deliver Relevant Television Commercials, Journal of Interactive Marketing (2013), http// dx. doi. org/10. 1016/j. intmar. 2012. 12. 001 S. Bellman et al. / Journal of Interactive Marketing xx (2013) xxxxxx 6 Table 2 Product categories and subcategories. Involvement Category Subcategories High Automotive 1. Luxury Cars 2. Compact 4WDs 3. Sedans 4. Credit Cards 5. Financial Planning 6. Retail Banking 7. Digital Televisions 8. calculators 9. Kitchen and Laundry Appliances 10. Jewellery 11. Casual stretch out 12. Sportswear 13. sept Insurance 14. Automotive Insurance 15. Life Insurance 16. Deodorant 7. Hair Care 18. Allergy Medication 19. Hamburgers 20. Mexican Food 21. jaundiced 22. Household Cleaners 23. Laundry Detergent 24. Cleaning Tools 25. Gardening 26. Tools 27. Pest Control 28. Chocolate Bars 29. Mints 30. Chewing Gum 31. Soft Drinks 32. Energy Drinks 33. burnt umber 34. Frozen Meals 35. Packaged Meats 36. Desserts Financial Services Technology Fashion Apparel Insurance Health & Well-Being Low Fast Food Home Cleansers Home Maintenance Candy Beverages Packaged Food NOTEFor every subcategory, two brands were available for selection (i. e. , 72 brands). attention and ad exposure were uncorrelated (r = ? 06, p = . 665), justifying the use of both measures. After watching the one-hour program, participants completed a second online survey on the same flat screen monitor used to watch the program. In line with the cover story for lab session 2, this survey began by measuring program liking (Coulter 1998 Cronbachs alpha = . 96). The survey went on to measure treatment checks of ad relevance and product involvement, and managerially relevant ou tcomes associated with greater attention and ad exposure (see the Appendix A). After completing this survey, participants were debriefed, hanked, and given their gift-card. products for which they were in the goal-directed search phase. This was confirmed by significant differences in self-reported purchasing horizon, measured in the post test (Table 3). Products classified as high ad-relevance, based on Web browsing time, were more likely to be used or purchased in the next month than those classified as low ad-relevance (Mlow ad-relevance = 3. 65 times per month vs. Mhigh ad-relevance = 6. 78). As predicted by the conceptual framework in Table 1, a significant two-way interaction between ad relevance and product involvement ualified this Internet-targeting main effect (Table 3). Using Web browsing time, ad relevance was inferred more accurately for low- rather than high-involvement products. For high-involvement products, purchase/usage was more likely for products inferred as low ad-relevance, based on Web browsing time (Mlow ad-relevance = . 20 times per month vs. Mhigh ad-relevance = . 10). Failure to observe Web browsing did not indicate low ad-relevance for high-involvement products, and as shown in Table 1, short rather than long Web browsing time could indicate relatively greater ad relevance.Also in line with Table 1, low-involvement products had a significantly shorter purchasing horizon compared to highinvolvement products (Mlow-involvement = 10. 28 times per month vs. Mhigh-involvement = . 15 Table 3). Product Involvement The manipulation of product involvement was also successful, measured by self-reported product involvement (Mlow-involvement = 4. 02 on a 7-pt scale vs. Mhigh-involvement = 4. 93, p b . 001, partial ? 2 = . 27), even without individual customization. No other effects were significant (e. g. , ad relevance Mlow ad-relevance = 4. 40 vs.Mhigh ad-relevance = 4. 55, p = . 213, partial ? 2 = . 007). Table 3 ANOVA results. Effect Within -participants effects Ad relevance Product involvement Purchasing horizon (monthly frequency) Attention (heart rate decrease) Ad exposure (viewing time in seconds) 10. 08** (. 05) 122. 15*** (. 37) 10. 78** (. 05) 1. 26 (. 01) .19 (. 001) 1. 40 (. 01) 3. 67 (. 06) 1. 34 (. 02) 1. 64 (. 03) 2. 17 (. 03) .27 (. 004) 4. 64* (. 07) 7. 14** (. 03) 2. 42 (. 01) 1. 90 (. 01) .38 (. 002) 2. 47 (. 01) 1. 02 (. 005) .17 (. 001) 209 .01 (b . 001) 62 .56 (. 003) 209 Independent varying ChecksAd relevance ? product involvement Ad relevance ? prior brand exposure Product involvement ? prior brand exposure Ad relevance ? product involvement ? prior brand exposure mingled with-participants effect Prior brand exposure via Web banner ads Error degrees of freedom Ad Relevance The validity of the ad relevance factor depends critically on whether participants spent more time in lab session 1 looking at NOTESF ratios (hypothesis degrees of freedom = 1). Numbers in parentheses are effect sizes (partial ? 2) small = . 01, medium = . 06, large = . 14. Significant effects in bold. p = . 06, * p b . 05, ** p b . 01, *** p b . 001. Results Please cite this article as Steven Bellman, et al. , Using Internet Behavior to Deliver Relevant Television Commercials, Journal of Interactive Marketing (2013), http// dx. doi. org/10. 1016/j. intmar. 2012. 12. 001 S. Bellman et al. / Journal of Interactive Marketing xx (2013) xxxxxx Fig. 2B shows that, in line with H1, ad relevance based on Web browsing time increased attention to commercials for low-, but not for high-involvement products. Attention was measured by heart rate decrease (HRD) the greater the ecrease, the more attention to the commercial. But H1 was only partially supported, as this effect was significant only without prior brand exposure (H1 in Table 4), as predicted by H3 (see below). The effect of ad relevance on ads for low-involvement products generated a marginally significant main effect of ad relevance on attention (Tables 3 and 4). Similarly, planned contrasts (Winer 1991) showed that in line with H2, ad relevance based on Web browsing time increased ad exposure to commercials for low-, but not for high-involvement products (Fig. A and H2 in Table 4). Ad exposure was measured by ad viewing time how much of an ad was seen before pressing the skip button. A longer ad viewing time means more ad exposure and less ad-avoidance. This effect delivered a significant effect of ad relevance even after collapsing across low- and high-involvement products (Table 3). Moderating make of Prior Brand pic Hypotheses 3 and 4 The effect of ad relevance on attention to commercials for low-involvement products predicted by H1 was qualified by the significant three-way interaction predicted by H3, among ad elevance, product involvement and prior brand exposure (Table 3). Prior brand exposure reduced the effect of ad relevance on attention to commercials for low-involvement products, most likely because prior brand exposu re reduced their information-value. After prior brand exposure, viewers salaried equal attention to the test commercials, no matter what their ad relevance (Fig. 2B and H3 in Table 4). Prior brand exposure also reduced the effect of ad relevance on ad exposure to commercials for low-involvement products, as predicted by H4. After prior brand exposure, ad exposure DiscussionThis analyse tested the effectiveness of Internet-targeted TV advertising, using recent Web browsing to identify a households relevant TV commercials. The results suggest that this method of Internet-targeting significantly increases attention and ad exposure, even when based only on Web browsing behavior rather than search-engine keywords. These results echo similar field trials of addressable TV ads (Vascellaro 2011a) and single-source data (Siddarth and Chattopadhyay 1998), which have shown how ad relevance can increase TV ad exposure. However, these results also show that product nvolvement and prior brand e xposure complicate Internettargeting of TV commercials. First, the overall effect of Internet-targeting on ad exposure in this study was due solely to its effect on commercials for A. No Prior Brand Exposure -5 Attention (heart rate decrease bpm) Effects of Ad Relevance Hypotheses 1 and 2 was not significantly longer for high- versus low ad-relevance commercials for low-involvement products (Fig. 3B and H4 in Table 4). The results of the four hypothesis tests are summarized in Table 5. -6 -5. 84 -7 -8 -7. 88 -8. 43 -9 -9. 11 -10 Low Ad Relevance -11 High Ad Relevance -12Low High Product Involvement B. Prior Brand Exposure -5 Attention (heart rate decrease bpm) Prior Brand Exposure Prior brand exposure, via Web banner ads, increased brand recall but not significantly (Mno = 4. 3% vs. Myes = 6. 8%, p = . 132, partial ? 2 = . 011). Prior brand exposure did, however, have a significant two-way interaction with ad relevance (p = . 017, partial ? 2 = . 027). When prior brand exposure was present, brand recall was significantly higher for high versus low ad-relevance TV commercials (Mlow ad-relevance = 3. 2% vs. Mhigh ad-relevance = 9. 6%, p = . 016, partial ? 2 = . 053).When prior brand exposure was absent, brand recall was not significantly different for high versus low ad-relevance commercials (Mlow ad-relevance = 5. 4% vs. Mhigh ad-relevance = 3. 9%, p = . 441, partial ? 2 = . 006). Since ad relevance was impelled by Web browsing time, participants who recorded zero browsing times for their low ad-relevance categories had no prior brand exposure. No other effects were significant. In particular, prior brand exposure did not interact with product involvement, suggesting no differences in cognitive avoidance of Web banner ads in the first lab session for lowversus high-involvement products. -6 -7 -8 -7. 76 -8. 07 -7. 84 -8. 51 -9 -10 Low Ad Relevance -11 High Ad Relevance -12 Low High Product Involvement Fig. 2. The effects of ad relevance and product involvement on attention to TV commercials, measured by heart rate decrease, for the two prior brand exposure groups (A) no prior brand exposure, and (B) prior brand exposure via Web banner ads. Please cite this article as Steven Bellman, et al. , Using Internet Behavior to Deliver Relevant Television Commercials, Journal of Interactive Marketing (2013), http// dx. doi. org/10. 1016/j. intmar. 2012. 12. 001 S. Bellman et al. Journal of Interactive Marketing xx (2013) xxxxxx 8 Table 4 Cell means. Low ad relevance Variable ? 7. 55 Attention (heart rate decrease) No prior brand exposure Prior brand exposure Ad exposure (viewing time in seconds) No prior brand exposure Prior brand exposure High ad relevance Test Low product High product Low product High product involvement involvement involvement involvement H1 ? 6. 95 ? 7. 13x ? 5. 84x H3 ? 7. 96 ? 8. 07 H2 19. 99x 19. 18x ? 8. 32 ? 8. 43 ? 8. 44 ? 8. 49x ? 9. 11x ? 7. 88 ? 7. 84 ? 8. 14 ? 7. 76 ? 8. 51 20. 79 21. 23x 21. 22x 21. 25 19. 48x 18. 79 x H4 8. 14 ? 8. 19 20. 16 21. 01x 21. 70x 20. 33 20. 50 19. 58 21. 42 21. 46 20. 75 22. 17 NOTES elbow room in the same row with the same superscript letters differ significantly (p b . 05) using planned contrast tests (except p b . 06). which in turn increases ad liking (r = . 25, p b . 001). Although consumers have privacy concerns about targeted advertising (Spangler, Hartzel, and Gal-Or 2006), these concerns about Internet-targeted TV commercials could be alleviated if these commercials displayed the Digital Advertising Alliances Advertising Choices Icon and viewers could opt out from eceiving these commercials (youradchoices. com). For advertisers, these results support the concept of using Internet-targeting to reduce wastage in advertising budgets. Internet targeting also increases the effectiveness of TV commercials, by increasing ad exposure, which increases brand recall (r = . 14, p b . 05) and purchase intention (r = . 34, p b . 001). The results also show that Internet targeting is more critical for advertising low-involvement products, such as food, as opposed to high-involvement products like durables. Although changing the habitual nature of low-involvement onsumption is hard, commercials for low-involvement products may often suffer from bad timing. To combat this, many advertisers use continuous advertising (Ephron 1995), which is expensive and counterproductive by increasing prior brand exposure. Internet-targeting provides a way of continually monitoring household interest in low-involvement products, showing ads only when they are relevant and minimizing prior exposure. Relevance for habitual purchases, for which the A. No Prior Brand Exposure Implications Ad Exposure (ad viewing time seconds) 25 21. 70 20 0. 16 20. 33 18. 79 15 Low Ad 10 Relevance 5 High Ad Relevance 0 Low High Product Involvement B. Prior Brand Exposure Ad Exposure 30 (ad viewing time seconds) low-involvement products. But targeting-accuracy may not matter for high-invol vement products, such as durables. Meta-analysis shows that advertising is more effective, on average, for durables rather than non-durables (Sethuraman, Tellis, and Briesch 2011). Consumers often gather information about high-involvement products they are not planning to purchase immediately (Moe 2003 Richins and Bloch 1986).Commercials for high-involvement products attract consistently high levels of attention and ad viewing time, as sources of information during the ongoing search process for these products. For this reason, ad-relevance can be high for high-involvement products, whether or not Web browsing behavior is observed. Second, prior brand exposure reduces the information-value of advertising (Campbell and Keller 2003). Consumers pay less attention to TV commercials, evaluate them more negatively, and are more likely to avoid them (Bellman, Schweda, and Varan 2010 Woltman-Elpers, Wedel, and Pieters 2003).In this study, prior brand exposure dampens the effects of ad relev ance and product involvement. Relevant commercials for low-involvement products receive more attention and ad exposure only when prior brand exposure is not present. 30 25 20 19. 58 20. 75 21. 42 22. 17 15 Low Ad 10 Relevance 5 High Ad Relevance 0 For consumers, the results of this study suggest that Internet targeting can improve their TV viewing experience. Internet targeting increases ad relevance, which means TV commercials are worth watching rather than avoiding. In this study, greater ad relevance due to Internet targeting increases ad exposure, Low HighProduct Involvement Fig. 3. The effects of ad relevance and product involvement on ad exposure, measured by ad viewing time for the two prior brand exposure groups (A) no prior brand exposure, and (B) prior brand exposure via Web banner ads. Please cite this article as Steven Bellman, et al. , Using Internet Behavior to Deliver Relevant Television Commercials, Journal of Interactive Marketing (2013), http// dx. doi. org/10. 101 6/j. intmar. 2012. 12. 001 S. Bellman et al. / Journal of Interactive Marketing xx (2013) xxxxxx Table 5 Results of hypothesis tests. Hypothesis Accepted? H1. Ad relevance, based on Web browsing ehavior, will increase attention to commercials for low-, but not for high-involvement products. H2. Ad relevance, based on Web browsing behavior, will increase ad exposure to commercials for low-, but not for high-involvement products. H3. Prior brand exposure reduces the effect of ad relevance on attention to commercials for low-involvement products. H4. Prior brand exposure reduces the effect of ad relevance on ad exposure to commercials for low-involvement products. PARTIALLY (with no prior brand exposure) YES YES YES household does not search online, might be determined by knowledge of the households shopping cycle.For advertisers of high-involvement products, ad timing is less critical, and traditional databases derived from cable subscription data, or warranty cards, seem adequate for targeting. And advertising still plays a role outside the consumer search process, most importantly to create awareness and interest in new purchases (Vakratsas and Ambler 1999). Conclusions Limitations withstanding, this study demonstrates how Webbased targeting can deliver the right TV commercial to the right person, and at the right time. Timeliness is particularly important for low-involvement products, as their relevance may change aily or even hourly. punctual Internet activity data can help TV advertisers identify commercials that currently interest a consumer. Digital-targetings potential heightens as individuals and households increasingly add devices and applications for online multi-tasking (Pilotta and Schultz 2005). This article illustrates a viable technique to tempt marketing practitioners and academics, and fuel information privacy concerns. A framework for information privacy research builds on three broad dimensions (1) multiple publics, (2) information channel d evelopments, and (3) public responses to privacy ctions (Peltier, Milne, and Phelps 2009). Failure to address privacy concerns is one of several limitations to this study and a promising future research avenue. Limitations and time to come Research Suggestions This studys main limitation is customizing ad relevance individually rather than group-wise (Richins and Bloch 1986) in order to test the concept of Internet targeting. various(prenominal) differences provide alternative explanations and add noise to the observed ad relevance effect (Cook and Campbell 1979). Using over 30 product subcategories helps distribute this noise evenly. The procedure in this article resembles how Fazio et al. 1986) investigated attitude accessibility. In two experiments, they individually customized a list of 16 attitude objects on the 9 basis of each participants reception times in a pretest, and validated this procedure in a third experiment by obtaining identical results using manipulated stimuli . Future experiments could use a similar procedure to manipulate ad relevance (Perkins and Forehand 2012). Another limitation is using Web-browsing rather than search-engine keywords to identify ad relevance. Parameters for the former were more viable for a controlled experiment (e. g. only 72 commercials were needed). However, searchengine queries provide a more direct and accurate means of identifying the consumers stage in the search process (Rutz and Bucklin 2011). Future studies may find the benefits of using search-engine queries are greater (Langheinrich et al. 1999). Internet-based targeting for high-involvement products might be improved by using search-engine queries, and more sophisticated analysis of Web browsing behavior. For example, Cai, Feng, and Breiter (2004) identify travel sites as highly relevant when a visitor views pages conveying specific as pposed to general information. Moe (2006) demonstrates how clickstream data can be used to infer both the stage of the decision process and the decision rule, which together might help identify abnormally high ad relevance for highinvolvement products. This study used ad viewing time as a measure of ad exposure. But in other studies, especially field studies, the relationship between ad viewing time and effectiveness may not be positive (cf. Tse and Lee 2001). For example, Greene (1988) observed that an ad avoider in the field has to really watch the set to see/know/perceive what she or he is doing nd ends up with more commercial exposure value (p. 15). Future studies should attempt to repeat these findings in field trials. Also, ad exposure may have nonlinear threshold effects, 1 or be affected by differences between commercials (Woltman Elpers et al. 2003). A promising future research avenue is experimentally manipulating the content of ads (e. g. , Teixera, Wedel, and Pieters 2010), as well as their ad relevance. Ideally, other psychophysiological measures of attention (Potter and Bolls 2012) co uld have been used but in the current setting eart rate was the least invasive. The manipulation of prior brand exposure was too weak to generate a main effect on explicit memory, but did have a significant interaction effect. The explanation is most likely that prior brand exposure was manipulated by the bearing of Web banner ads and these ads tend to be processed preattentively or cognitively avoided (Chatterjee 2008 Dreze and Hussherr 2003). Future studies could manipulate prior exposure using more attention-getting stimuli, such as brand integrations in Web site editorial. If Web banners are used, implicit measures 1For example, brand recall may require a minimum ad exposure equal to 70% of an ads duration (21 s for a 30 s ad). To test for a non-linear threshold effect of ad exposure on brand recall, ad exposure was categorized into ? ve bins, 09 s, 1015 s, 1621 s, 2225 s, and 2630 s. This analysis revealed only a signi? cant linear trend (p b . 001, partial ? 2 = . 040) in the means for these bins 0%, 1. 6%, 2. 5%, 3. 9%, 10. 5%. This result may have differed, however, if the study had measured message recall. The authors thank an anon. reviewer for suggesting this analysis. Please cite this article as Steven Bellman, et al. Using Internet Behavior to Deliver Relevant Television Commercials, Journal of Interactive Marketing (2013), http// dx. doi. org/10. 1016/j. intmar. 2012. 12. 001 10 S. Bellman et al. / Journal of Interactive Marketing xx (2013) xxxxxx of banner ad effectiveness could be used as manipulation checks (Perkins and Forehand 2012). A final limitation of this study is investigating the effect of targeting ads solely by interest in a product category. Future studies could examine the effects of other personalization strategies, such as interest in specific brands, programs, fanciful execution styles, and offers (Verhoef et al. 010). Each of these strategies merits evaluation and comparison in order to determine effective methods of targetin g addressable TV advertising. Acknowledgments The authors would like to thank the editor and the two anonymous reviewers for their constructive feedback during the review process. The authors are also grateful to Adrian Duffell, Karl Dyktinski, Emily playing fielder, Michael Gell, Shannon Longville, and a team of research assistants for their considerable help in conducting the experiment reported here. This research was funded by the sponsors of the Beyond 30 project (www. beyond30. org). Appendix A.Manipulation-checks and other measures In addition to the two unobtrusive measures of attention and ad exposure collected during lab session 2, which were the main dependent variables, an online survey at the end of the second lab session collected self-report measures of manipulation checks and managerially relevant outcome measures. Except for product involvement (Mittal 1995 alpha = . 97), the survey used validated single-item measures (e. g. , ad liking Bergkvist and Rossiter 2007) . To accommodate the slightly different question wording required for each of the 72 brands, convinced(p) selecting only the articipants four test brands to ask questions about, the survey did not use a random order of questions, but the following fixed, minimally biasing order (Rossiter and Percy 1997). Brand recall (unaided correct brand recall = 1, else = 0) was measured after program liking. 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Skrzynecki Belonging Related Texts

Belonging is notorious for its conglomerate nature. One persons perception of belonging can vastly differ from another(prenominal)s. This is displayed clearly in Peter Skrzyneckis poe assay, in this essay however Feliks Skrzynecki and 10 Mary pass will be discussed in detail. To support the points raised and provide notwithstanding morals of belongings complexities the texts Dumb by Nirvana and the film avatar directed by James Cameron. Firstly, in the verse Feliks Skrzynecki the simulacrum describes the father figure as self sufficient in the lines My gentle father/kept pace only with the Joneses of his own minds making.This is backed up later in the poem when we learn that Feliks has made no attempt to even learn English. This is the kind of complacency that the persona aspires towards. The hyperbole used in the words swept its paths ten dollar bill times around the world shows us as readers the sheer determination Feliks possesses in his path to maintain his roots in his n ew country. This is juxtaposed in the lyrics to the song Dumb by Nirvana in which Kurt Cobain professes Im not like them exclusively I can pretend. These lyrics are talk of the town ab out(p) conforming to belong.The persona described in this song is different to those around him and feels that he needs to conform and be like them just to belong. This is the ingest opposite to the father in Feliks Skrzynecki who refuses to be just like everyone else, he holds onto his culture whilst simultaneously absorbing the culture around him. Secondly, Belonging dislodges from person to person. For example in Avatar James Cameron uses biodiversity to convey his message about belonging. In the film, Jake Sully is a paraplegic and does not feel as though he belongs.This is why he travels to Pandora, a distant planet, to take over his deceased brothers duties as a scientist. Jake belongs to the Navi people of Pandora because he has nothing to lose. James Cameron portrays Jake as, at first, inc ompetent. As the film progresses Jakes relationship with his foreign counterparts falls apart. His love interest Neytiri screams at him you will never be one of the people. This line is perhaps the most powerful line in relation to belonging throughout the entire film.This line portrays that sometimes no matter how hard one tries to belong through changing to better suit their surroundings it doesnt work. Of course, Jake ends up belonging but at this tip in the film he does not belong at all. The humans shun him and so do the Navi. This directly correlates to 10 Mary Street because both texts show the differing nature of belonging from person to person. In 10 Mary Street the parents have a garden which is symbolic of their roots in their new country.The garden in religiously maintained and gives the parents a sense of belonging in Australia. In stark contrast to this is the persona, he says my parents watered plants grew potatoes and rows of engaging corn tended roses and camelli as like adopted children. Home from school earlier Id ravage the back garden like a hungry hiss. These lines tell the reader that the boy takes the garden for granted and does not particularly care about his parents roots, presumably through lack of understanding.Lastly, belonging has a complex and at times unidentifiable nature. This is shown in all of the chosen texts. Skrzyneckis deep detail in 10 Mary Street in cite to his visitors and their habits in the lines Visitors that ate Kielbasa, salt herrings and rye bread a dozen puffing Billies tells us as readers that Skrzynecki scrupulously watched everything his visitors did. This portrays a sense of the caution of change and the fear Skrzynecki may have felt when these foreign visitors acted so strangely around him.Similarly, in Feliks Skrzynecki the persona has a deep admiration for his father but also a great fare of distance, he does not ever describe any physical contact or conversation with Feliks which displays to the rea der that Skrzynecki preferred to simply watch Feliks go about life rather than question him. The poet conveys a visual image of watching from afar in the lines My father sits out the evening With his dog, smoking, Watching stars and street lights come on, Happy as I have never been in these lines an image of Skrzynecki admiring his father perhaps from a bedchamber window is instantly implanted in the readers mind.In addition, Nirvanas song Dumb portrays the complex nature of belonging in the lines I think Im dumb, maybe just happy. These lines tell the listener that the persona described has conformed and although they know it is wrong and they feel dumb about it they still try to convince themselves that it is making them happy. This is belonging in its most complex form, belonging to ones self.Finally, in James Camerons film text Avatar the protagonist does not belong on his home planet yet sees potential to belong on another. He is drawn into another culture and finds that he b elongs better in an alien race than he does in his own world. This is in stark contrast to 10 Mary Street, in the poem the persona saw the Polish visitors as alien and he did not belong whereas Jake Sully does.In conclusion, belonging is portrayed in many forms, be it through an someones sense of inner belonging (Dumb), belonging to culture (10 Mary Street), belonging to a new country (Feliks Skrzynecki) or even belonging roundabout a new race entirely (James Camerons Avatar). An individual may shape their own sense of belonging or they may take anothers ideology of belonging and use it to mould their own. Belonging can apply to a group or, more importantly, an individual. All four of the above texts deal with the dynamics of an individuals belonging.

For all his Byronic

For only his Byronic / Gothic excesses, Heathcliff exists and steps out of the confines of fictioneasily(Evans 1982)He stands unredeemed neer once swerving in his arrow straight course to perdition(CBronte, 1847)With reference to these and other shewings of the eccentric person of Heathcliff, explore your own interpretation of this character.In your canvass you should* Consider the role and function of Heathcliff within the novel* Explore the characterisation* Consider the various interpretations of his character byA) Characters within the novelB) Critics* Make a personal response to the character.Teachers Name Mrs GowdyDateWhen Emily Bronte wrote Wuthering Heights, she received some(prenominal) criticism for the character of Heathcliff. Heathcliff was believed to be the complete opposite to what a Victorian Gentleman should beIt is close to definition of a gentleman to say he is one who never inflicts pain(Cardinal Newman, 1852)Her sister, Charlotte, could non understand why Emily had a character of such(prenominal) evil in her bookWhether it is right or advisable to create beings like Heathcliff, I do not k right off I scarcely intend it is. (1)Considering Emilys background, it is logical to see why Charlotte might feel like this. Emily was born July 30th 1818 at Thornton, near Bradford, Yorkshire, and was the fifth of six children born to Patrick Bronte and his wife maria Bran substantially. When she was 2 the family moved to Haworth, where Mr Bronte had been appointed the vicar. Except for short periods external as a student and later as a teacher, Haworth would remain her home for all her life. By the time she was seven, Emily had experienced three deaths in her family- her mother and her two older sisters, Maria and Elizabeth. Because of her reclusive life, she therefore might not be anticipate to know of such people to base the character of Heathcliff on. A suggestion for the way Heathcliff be weed is her brother Branwell, who was an stern ly and dabbled with drugs It would run through been impossible for Emily to render Hindleys alcoholic degradation and Heathcliffs ranting misery without the protracted spectacle of Branwells breakdown before her look day in and day out.(Katherine Frank, 1990)However, Heathcliff is a character who stirs emotions in the reader, and our sympathy returns to him once more and a realise passim the novel, despite his many violent deeds. But why? Why do we feel pity for a man who is presented as an condition of dark powers?We are introduced to Heathcliff right at the opening of the introductory chapter by Mr. Lock flirtd, (who ironically could be a type of the Victorian Gentleman,) who is delighted to discover that he is somewhat of a misanthropist like himselfMr. Heathcliff and I are such a suitable pair to divide the desolation between us(2)However, Mr Lockwood short discovers that Heathcliff is not all that he seems to be. Heathcliff winces at the mention of Thrushcross Grange, whe n Mr Lockwood inquires about it Thrushcross Grange is my own, sir he interrupted, wincing. I should not allow any one to inconvenience me, if I could clog it walk in (3)This suggests to the reader that this comment touches on a delicate part of Heathcliffs history, and is something in which he would rather keep secret. Lockwood in chapter two take a craps a vain attempt to be sociable with the tenants of Wuthering Heights, only to be laughed at by HeathcliffMy amiable lady he interrupted with an almost diabolical sneer on his face (4)Heathcliff is quite rude to Lockwood, and we can come to the conclusion that he was one who was not brought up with any manners. (This proves to be true later on in the book). Heathcliff clearly shows no sympathy toward him, and wishes for Lockwood to mind his own business.Mr Heathcliff may have entirely dissimilar causal agents for keeping his hand out of the way when he meets a would-be acquaintance, to those which actuate me (5)Bronte has chosen to keep this side in the dark, instead choosing to present him as a cold hearted recluse, only at first and then we are quickly shown his passionate side in chapter three.Mr Lockwoods character is naturally inquisitive, and therefore this episode with the landowner only makes Mr. Lockwood more interested in Heathcliff and his background.Catherines diary shows insight into Heathcliffs past and the way he was treated.Hindley is a detestable substitute- his conduct to Heathcliff is atrocious (6)From this, we can establish that Heathcliff was subject to hostility and was surrounded by harsh treatment. Hindley always saw Heathcliff as a threat to him, especially as he is the outsider in the family. Nelly reports to Mr. LockwoodHe bred bad feeling in the household and at Mrs. Earnshaws death the four-year-old master had visualiseed to regard his father as an oppressor rather than a friend, and Heathcliff as a usurper of his parents affections and his privileges and he grew rancor wit h brooding over these injuries. (7)Hindley, when they were boys, would thrash Heathcliff, and call him names such as Imp of Satan. Later on as young men, Hindley degrades him in scarecrow of Catherine, as he soon picks up on the fondness between the two, and makes him a servant. Naturally, this treatment he received had an effect on Heathcliff. Being this cold-hearted character is normal to him, having no other example of morals, except in Catherine. He rejects conventional Christian morality at an early age, (no thanks to Joseph whose methods of teaching the young children the Bible in a repressive and forbidding way could be questioned) and also fails to pick it up as an adult. This rejection of faith could be possibly the causal agency why he is always referred to in a diabolical way. He has chosen not to be Christian, and therefore the powers of darkness are now controlling him. Characters such as Mr Earnshaws comment on the impression of darkness he gives in the novel and of his tyrannical sadistic actions.Its as dark as if it came from the devil (8)It is almost as if he enjoys this evil impression he gives, and he learns he can attack peoples weaknesses, such as Hindley and his enjoyment of gambling, which he uses to his advantage to gain ownership of Wuthering Heights.You would imagine I was the devil himself- to excite such horror (9)Heathcliff is such a contrast to what men where like in the Victorian era, which as Cardinal Newman suggests Is mainly occupied in merely removing the obstacles which hinder the free and unembarrassed action of those about himcarefully avoids all clashing of opinion, or impact of felling, all restraint, or suspicion, or gloom or resentment his ample concern being to make everyone at ease and at home.It wouldnt be impress that the character was criticised, but Bronte did accomplish a much-debated character.Heathcliff does have emotions, and passionate ones at that, and this spurs him on in life. If Catherine was not a t Wuthering Heights at the beginning, Heathcliff would not have stayed very long and bore all the physical and emotional torment he was given. Catherine seemed to keep him there, and when he fled, it was only because she had deserted him for a gentleman. We see how much he truly shafts Catherine when Lockwood has his dreamHe got on to the bed, and wrenched open the lattice, bursting, as he pulled at it, into an uncontrollable passion of tears. Come in Come in he sobbed. Cathy do come. Oh, do- once more Oh My hearts darling Hear me this time, Catherine at last (10)Lockwood is startled at this and comments that he seemed so powerfully change and struggled to vanquish an excess of violent emotion. The desperation in Heathcliffs voice shows us how he grieves for a lost one. We are now shown that he is not so evil as he displays himself to be, but still carries some violent tendencies with him, even though that is not expected when you are grieving. However well-educated the love he ca rries for Catherine and his pain for her deserting him when they were young, we can understand why he reacts this way. The way Bronte uses this language to describe Heathcliff, makes him believable to the reader. Our sympathy lies with him, and Lockwood has now changed his perspective on Heathcliff, as has the reader.Nelly, like the reader, changes her opinion of Heathcliff according to the actions he does. When Nelly first met Heathcliff, she referred to him as it, she did not regard Heathcliff as a person due to his physical appearance. I had a peep at a dirty ragged childyet when it was set on its feet, its face looked older than Catherines (11)Nelly was a child when Heathcliff arrived, and childishly was jealous, along with Catherine and Hindley of having someone which did not look like them being part of the family.However as they both grow up together both have some kind of respect for each other, though it may be small at some times.Nelly fells sympathy towards Heathcliff dur ing the time of Hindleys harsh treatment, and was genuinely strike that he seemed so immune to it, as if it didnt affect him. However the reader knows that treatment like that does affect a person emotionally, and this cultivated a great resentment towards his tormentors.He seemed a sullen, patient child, hardened, perhaps to ill treatment (12)Her loyalties were torn between Heathcliff and Hindley, and we see her compassion for Heathcliff when he confides in her about Catherine. We learn that Heathcliff is completely devoted to Catherine. The nation of envying Catherine was incomprehensible to him but the notion of grieving her he understood completelySo much in fact she helps him fair(a) himself up, due to Heathcliff not caring about her appearance since Cathy left. Nelly is also Heathcliffs confidant. She tells him how Cathy is, and what her feelings are towards him. Nelly clearly understands how deep his love is for Cathy.Catherine plays an enormous part in Heathcliffs life, an d his love for her seems to be a redeeming feature. Catherine and Heathcliff become very thick when they are young, as Nelly comments to Mr Lockwood, and this weakness that Heathcliff has, this love for Cathy, is manipulated by Hindley as a means of punishment, and is also the reason in my mind why Heathcliff is so determined to seek vindicate. As Pinkmonkey, a literature Internet guide, points out in its character analysis of HeathcliffDuring adolescence, Heathcliff skillful now assumes that they will always be togetherThis assumption proves to be wrong. Edgar Linton proposed to Catherine, and she agreed, because she thought that Heathcliff was in fact, too uncivilised and uneducated to be her husband. Although this may sound egotistic to Heathcliff when he eavesdropped on the conversation between Nelly and Cathy, we find out soon that after her own interests, she intends to help him in the future. It would degrade me to marry Heathcliff now so he shall never know how much I lo ve him My love for Linton is like the foliage in the woods time will change it, Im well aware, as winter changes the trees. My love for Heathcliff resembles the eternal rocks beneath, a source of little visible delight, but necessary (13)Cathy uses nature to contrast the two young men, and chooses a trees foliage for Linton. Foliage can be trimmed and blooms, which is what Cathy is feeling for Linton now, but she knows when the harsh weather and the seasons change, all the foliage will die. She knows that she wont love Linton eternally, and problems facing the two will speed up the process. Heathcliff however is symbolised as rocks and are not affected by the weather. Rocks are wild and jagged, which matches Heathcliffs personality, and when the bad weather comes, the rocks are not affected because they are strong. The last comment she says, a little visible delight but necessary. could mean she knows that Heathcliff is not likeable but she needs him, as he provides sturdy foundati ons for her.Unfortunately for Heathcliff, he never gets to hear this part of the conversation, and flees Wuthering Heights. This moment in Heathcliffs history symbolises his turning point, as a character. He now feels a great sense of loss and betrayal, and Heathcliff never forgives Cathy for what she does, but nevertheless still loves her as passionately as before.When he returns after three years, he finds that she has married Edgar Linton and is now mistress of Thrushcross Grange. His plans at first were to seek revenge on Hindley and merely check up on Cathy to see if she is happy. However his vile at seeing her again overwhelms him and he starts to torment the others, especially Isabella.Isabella is instantly attracted to Heathcliff, possibly because he has returned with an air of mystery around him, and seems dark and brooding. Linton is unhappy because he knew that his property could possibly fall into Heathcliffs hands if they should marry. Heathcliff at first, has no inte rest in her whatsoever, and is completely unaware of her affection towards him, until Catherine spitefully makes it known, embarrassing Isabella in the process. Heathcliff has no interest in Isabella, simply because he is still infatuated with Catherine. However the appeal of getting one over on Edgar is too great for him, and starts to woo Isabella.This infuriates Catherine and her husband, but Heathcliff only wanted to affect the latter. It seems that he blames Edgar for not being with Cathy, that if he had never been there as a child, Cathy and he would be together. at that place is also the possibility that Heathcliff, when he was younger was jealous of the social acceptance that others had. Heathcliff was picked on because he wasnt one of them- not actually be blood cogitate to the Earnshaws he was found on the streets of Liverpool. Now he has returned, gentleman in appearance, but still the same emotionally affected person, willing to wreak havoc on the people who mocked hi m.Isabella was warned about Heathcliff- but she chose to ignore it. She knows that by marrying Heathcliff it will anger Cathy who has a if I dont have him no-one can attitude, and will gain her revenge for embarrassing her. She truly believes that Heathcliff does love her. Catherine on the other hand knows deep inside that Heathcliff only loves her and cannot understand why he would like Isabella. Oh, the evil is that I am not jealous, is it? Well, I wont repeat my offer of a wife it is as bad as offering Satan a lost soul. Your cheer lies, like his, in inflicting misery. You prove it I begin to be at secure and tranquil and you, restless to know us at peace, appear opinionated on exciting a quarrel. Quarrel with Edgar if you please, Heathcliff, and deceive his sister youll hit on exactly the most efficient method of revenging yourself on me. (14)Heathcliff and Isabella run away together, but not before Heathcliff shows us his sadistic side Miss Isabellas Springer, Fanny, (was) suspended to a handkerchief, and nearly at its last gasp (15)Soon enough, the honeymoon is over, and Isabella realises just who her husband really is. He is cruel and violent, and Isabella questions Nelly in a letter about her husband Is Mr. Heathcliff a man? If so, is he mad? And if not is he the devil? (16)Abraham Lincoln once said If you want to test a mans character, give him power and this could be said for Heathcliff. Heathcliff gains power of Wuthering Heights by manipulating Hindley. Hindley at this point is an alcoholic and likes to bet. He loses his money through betting and is attracted to Heathcliffs newly found wealth, thinking he could win it. However, in the need Hindley dies deep in debt, and Heathcliff loaned him so much money that now he owns Wuthering Heights.Hindley still detested Heathcliff, even though he allowed him to stay there, and on many occasions as told to Isabella, has tried to kill him. We as the reader, however still think of Heathcliff with sympath y, even though we disapprove of his actions, especially towards Hindley and Isabella. We still remember his treatment as a child from Hindley, and so when he seeks out his revenge, we find it extremely difficult not to wish him success.By gaining this power, he is able now to control the future, by arranging marriages and so on. Catherine before she died, gave birth to young Cathy, and Isabella gave birth to young Linton in London. When she died, Edgar wanted to have custody of the child. However, Heathcliff has seen the possibilities and demands that he should come to live with him. afterward all, he is the father. Linton is quite the opposite of his father he is pale, weak and quite spoilt in his ways. When Heathcliff finally meets him, he does not even pretend to love him, he calls his mother a slut, and mistreats him. Im jealous of monopolising his affectionyes Nell, my son is the prospective owner of this place, and I should not wish him to die till I was current of being his successor. Besides, hes mine, and I want the triumph of seeing my descendant fairly lord of their estates my child hiring their children to till their fathers lands for wages. That is the sole consideration, which can make me endure the pup I despise him for himself, and I hate him for the memories he revives(17)Heathcliff arranges meetings between young Cathy and Linton because he knows that if they were married, his son could own Thrushcross Grange. Heathcliff then has to find some way to phone call it himself, and he was delighted to find out the Linton was in ill health without his interference. Heathcliff used emotional torment on Linton, who has a weak disposition anyway, to make him worse. He forces young Cathy to marry Linton for his benefit, which the young girl is not happy about, especially since her father is dying and Heathcliff wont let her see him. When Cathy shouts at him, through Nellys haggle we can see how Heathcliff is affected by Cathys words Heathcliff you are a cruel man, but youre not a fiend and you wont, from mere malice, destroy irrevocably all my happinessIve given over crying but Im going to kneel here, at your knee and Ill not get up, and Ill not take my eyes from your face till you look back at me No, dont turn away Do look Have you never loved anybody in all your life, uncle? never? Ah You must look once. (18)Heathcliff can see his Catherine in her daughters eyes, which is heart breaking for him, as he cant even bear to look at her. Heathcliff is not detested by Cathy, which also affects him emotionally. He shrigged his sholders shook himself, indeed, as if his flesh crept with aversion (19)I do not think he should inflict his revenge on the younger generation, simply because they were not to blame for the pain that Heathcliff bore in the past, especially Hareton, who is Hindleys son. Hindley was brought up badly by his father, who was always drunk and violent to him. Heathcliff wished to guide him up after his fathers de ath. Heathcliff treats Hareton in a way, which reflects the way Hindley treated him, except that Hareton is completely oblivious to the fact that this is happening to him, because he wasnt educated. So, Hareton, who should have been the finest gentleman in the area, is reduced to living at Wuthering Heights as a common, uneducated servant, friendless and without hope, and surprisingly he likes Heathcliff.As Heathcliff comes closer and closer to realising his final revenge, he seems more preoccupied with his memory of Catherine. The horrible image of Heathcliff uncovering her grave just to see her face shows us his depth of passion for her. I got the sacristan to remove the earth off her coffin-lid, and I opened it. I thought, once I would have stayed there when I saw her face again- it is hers yet- he had hard work to stir me but he said it would change if the air blew on it, and so I struck one side of the coffin loose, and cover it up not Lintons side, damn him I wish hed been sol dered in leadwhen Im laid there, and slide mine out too Ill have it made so and then, by the time Linton gets to us, hell not know which is which (20)The thought of Edgar and Catherines bodies decomposing together is too much for him. He states that he wants to be buried next to Catherine, and even punches a hole in her casket and asks that the same would be done to him so that their dust can mingle.Near the time of his death, he becomes more and more isolated from everyone and increasingly obsessed with his dead love, imagining that she is haunting him, and Heathcliff becomes more cheerful, and feels happy that when he dies he will be reunited with Catherine. I have neither a fear, nor a presentiment, nor a hope of death. Why should I? It is a long fight I wish it were over (21)It is only at this time he feels conciliate to her spirit that he abandons his cruelty towards Catherine and Hareton.Heathcliff is a truly interesting character and our sympathy lies with him, because we understand why he is so determined to seek his revenge on the people who opposed him in the first place.With regards to the quotations at the start of my essay, Heathcliff is a character who seems vivid. The manner in which he speaks and the emotion that he carries with him throughout the book makes him step out of the confines of fiction. We never really hate him for what he does, simply because we know why he does it. He was badly treated when he was younger, and this developed into revenge. Still, our sympathy lies with him. Charlotte Bronte may not have liked his arrow straight course to perdition but modern readers who read Wuthering Heights justify why, without prejudice.