Celebrity Endorser Influence Essay Example for Free

Celebrity Endorser Influence Essay Celebrity Endorser Influence on Attitude Toward Advertisements and Brands Bahram Ranjbarian Associate Professor of management, Department of Management The University of Isfahan, Isfahan, Iran E-mail: Bahram1 [emailprotected] Zahra Shekarchizade Master Student of Business Management, Department of Management University of Isfahan, Isfahan, Iran E-mail: [emailprotected] Zahra Momeni Master Student of Business Management, Department of Management University of Isfahan, Isfahan, Iran E-mail: [emailprotected] Abstract Purpose- This study aims to analyze the celebrity endorser influence on attitude toward advertisements and brands. Design/methodology/approach – A theoretical model is developed and tested with a sample of 193 students in University of Isfahan in 2009. Structural equation modeling was used with LISREL 8.50 and the maximum likelihood (ML) method. Findings – The findings show that attitude toward celebrity endorser can influence on attitude toward brand directly or indirectly. In indirectly approach, attitude toward advertisement is as a mediator between attitude toward celebrity endorser and attitude toward brand. On the other hand, attitude toward celebrity endorser has not significant effect on purchase intention. Originality/value – This paper provides a model connecting attitude toward celebrity endorser, attitude toward advertisement and attitude toward brand that has been examined and validated using a sample of students in University of Isfahan. Paper type- Research paper Keywords: Endorsement, Celebrities, Brand, Attitude, Advertisement Introduction Today one of the most prevalent forms of retail advertising is through using of celebrity endorsement (White et al, 2007). In fact celebrity endorsers are being used in about 25 percent of all television advertisements in order to promote brands (Erdogan et al, 2001).These endorsers are being paid by about 10 percent of advertisers budgets (Agrawal and Kamakura, 1995). Marketers invest huge amounts of money in contracts with celebrity endorsers each year, since they believe that celebrities affect the process of selling of their brands or products (Katyal, 2007). A celebrity endorser is a wellknown person (e.g., actors, sports figures and artists) because of his successes in a special field other than the endorsed product class (James, 2004). Celebrity endorsers are used by firms who want to 399 European Journal of Social Sciences – Volume 13, Number 3 (2010) support a product or service (Amos et al, 2008). Since presence of celebrity endorsers affects purchase decisions of consumers positively, producers and retailers have always preferred to use celebrity endorsements in order to sell their products (Stafford et al, 2003; Erdogan, 1999; Kamins, 1990). Kaikati (1987) believes that using of celebrities in advertisements could have many benefits and advantages including: 1) facilitating of brand identification 2) changing or impressing the negative attitude towards a brand 3) repositioning an existing brand 4) global marketing or positioning of a brand or product 5) affecting purchase intentions of consumers. Although using of celebrity endorsers as brand messengers is impressive, but it could have some risks. For instance, celebrities who are known to be guilty because of negative events (e.g., accident) may have harmful effects on the products that they endorse (Lou ie and Obermiller, 2002). Studies reveal that using of attractive celebrity causes to increase attitude towards advertisements. Such attitude towards advertisements is defined as mental states which are used by individuals to organize the way they perceive their environment and control the way they respond to it (Haghirian, 2004). There is a considerable correlation between desirable attitudes with regard to advertising and rating of certain advertisements by respondents as being likeable, irritating, delightful, etc (Bauer and Greyser, 1968). Celebrity endorsers enhance awareness of a companys advertising, create positive feelings towards brands and are perceived by consumers as more amusing (Solomon, 2002). Thus using of a celebrity in advertising causes to influence brand attitude and purchase intentions of consumers in a positive way. Celebrity endorsement has a strong effect on consumers memory and learning approach too. Most consumers are not in a purchasing situation when they are encounter with message of the brand. Marketers use celebrity endorsement in order to help better storage of information in consumers minds which they can easily remember in purchasing situations (Schultz and Brens, 1995). However, there are many studies about celebrity endorser, but it seems that there are limited researches about the relationship between celebrity endorser and attitudes. The purpose of this study is to specify the impact of using celebrity endorsers in Iranian advertisements on attitudes of students in University of Isfahan toward those ads and brands. Literature Review Some properties such as likeability, expertise, trustworthiness and similarity cause a celebrity endorser to become a source of persuasive information and this creates a sense of certainty which has been revealed in many studies (Suranaa, 2008). Also physical attractiveness of the endorser is considerable in effectiveness of a message (Khatri, 2006). Acceptance of a message by a receiver could be influenced by celebrity endorsers as believable sources of information about a product or a firm (Amos et al, 2008). Using of celebrity endorsers to support products is explained by balance theory principles too. According to this theory, successful companies establish an emotional relation between the observer and endorser and a relation between endorser and brand too (Mowen, 2000). Before proceeding conceptual model, we describe the main constructs of this study. Celebrity Endorser McCracken (1998) has defined celebrity endorser as any individual who enjoys public cognition and who uses this cognition on behalf of a consumer by appearing wit in an advertisement. Moreover, celebrity is used as testimonial, endorsement, actor or spokesperson by the firm. Research has demonstrated that celebrity endorsement affects consumers feelings in general and it could affect the attitude of consumers towards the advertisement and brands too. This could result in enhancing of purchase intentions and as a result enhancing of sales. Some properties like credibility, physical attractiveness and likeability of celebrity endorser influence the ability of one person to impact other person (Amos et al, 2008). Source credibility is referred to identifying of communicators positive properties which influences acceptance of a message by the receiver (Ohanian, 1990). This consists of two main dimensions of expertise and 400 European Journal of Social Sciences – Volume 13, Number 3 (2010) trustworthiness. Source expertise refers to the degree which a communicator is perceived to be a source of valid assertion (Roozen, 2008). Source trustworthiness refers to faithfulness and reliability of the spokesperson (Khatri, 2006). Source attractiveness is the personality, likeability and similarity of endorsers to the receiver, thus to the perceived social values of the source (Solomon, 2002). Physical attractiveness of the source include being attractive, beautiful, elegant and charming. According to the studies in this ground, expertise dimension is more significant than physical attractiveness for matching of a brand with a suitable endorser (Brian and Michael, 1998). Likeability is referred to the positive or negative feelings that consumers have towards a source of information. We can define likeability as affection for the source because of its physical appearance and behavior (Erdogan, 1999). Though some research results reveal effectiveness of celebrities as endorsers (Freiden, 1984), but other researches suggest that celebrity endorsement may have different degrees of effectiveness depending on other factors like the fit between the celebrity and the advertised product (Till and Shimp, 1998). Celebrity Endorsers Effect on Aad and Ao Marketers are especially interested in consumers attitudes towards advertisements and brands. Essentially, attitudes are our predispositions with regard to things. An attitude shows whether we like something or not. Attitudes have three basic components: affective, cognitive and behavioral. Affective is related to our liking or feelings about an object. Cognitive is referred to beliefs about an object and behavioral component regards actions we take about that object (Severin and Tankard, 2001). Attitude towards advertisement is defined as a learned tendency to respond in a consistently desirable or undesirable approach toward advertising in general (Haghirian, 2004). On the other side, attitude towards the advertisement (Aad) is whether the consumer likes an advertisement (Ad) or hates it. Determinants of Aad consist of attitude towards the advertiser, assessment of the Ad execution itself, the mood evoked by Ad, and the extent to which the Ad affect viewers encouragement. Assessment of brands could be influenced by attitudes towards Ads. Of course what causes an advertisement to be impressive will change noticeably cross-culturally (Arnold et al, 2004). In performed studies, Aad is focused on as a mediator of advertisers effects on brand attitudes and purchase intentions (Suhere and Ispir, 2009). In recent studies, this issue has been proved that using of celebrity endorsement has a positive impact on attitudes of the consumer towards products and brands with which they are associated brand (Seno and Lukas, 2005). Agarwal and Malhotra (2005) have defined brand attitude as consumers general evaluative judgment of a brand based on brand beliefs. Such beliefs concern product-related attributes, like practical and experimental benefits. A successful endorser is able to enhance intentions and preferences towards brands directly or indirectly. An endorser who has major source factors of credibility (like expertise, trustworthiness and effectiveness) is able to impress purchase intentions of the consumer considerably (Liu et al, 2007). Information from a credible source can impress ideas, attitudes and behavior through a process called internalization (Belch and Belch, 1993). Internalization occurs when the receiver is motivated to have an issue. The receiver learns and accepts the idea of the credible spokesperson, since he supposes that information of this person represents an accurate position on the issue. Therefore, if such spokesperson who is known to be an expert endorses a product, consumers will more probably have a desirable idea about that advertisement and brand and they will consider it in their shopping list the next time they go shopping. Researchers have used the identification process of social influence in order to explain the effectiveness of celebrity endorsers (Basil, 1996). This theory suggests that if an individual identifies with another individual, then he is more likely to accept an attitude or behavior of that individual or a group. The internalization process of social influence is occurred when an individual accepts influence because the induced behavior is congruent with his value system†. An individual accepts the influence, since it provides a solution to a problem (Daneshvary and Schwer, 2000). In the elaboration likelihood model (ELM), individuals level of motivation to process central message arguments is represented which is one of its key factors that affects the relative impact of 401 European Journal of Social Sciences – Volume 13, Number 3 (2010) central and peripheral processing (Petty and Cacioppo, 1986). When applied to an adverting context, ELM suggests that consumers motivation to centrally process brand-relevant aspects of an advertisement is enhanced, the impact of central processing on brand attitudes should be enhanced, the effect of peripheral processing on brand attitudes should be reduced and the effect of brand attitudes on purchase intentions should be enhanced (Lafferty and Goldsmith, 1999). In this theoretical model, the endorser serves as cue just during peripheral processing. Therefore, the effect of the endorser should be reduced while central processing is enhanced. Mackenzie and Lutz (1989) have stated that advertiser credibility is a central processing cue more than any other thing. Credibility of the source is considered important in influence acceptance. A consumer will accept the accurate influence (information) and apply it if t here the source is perceived to be credible. It is accepted because it is demand by ones own values. Therefore, a products endorsement by a credible source may impress purchase behavior (Danwshvary and Schwer, 2000). As a result, celebrity endorsement can increase the process of recalling and consume assessment of products (Khatri, 2006). On the other hand, celebrity endorsement has a severe effect on learning approach and memory. Researchers in the field of marketing and social psychology have studied the manner of impressing of purchase decision by celebrity endorsements. Various hypotheses have been proposed including having recall of the product by celebrity endorsement, celebrities have credibility on expertise that makes the product more desirable or increases perceptions of quality; the celebrity endorsers image is transferred to the product so that those who use the product are associated with the image. Experiments suggest that celebrity endorsement can increase recall and consume assessment of the products in certain situations (Clark and Horstman, 2003). Most of the times, making connection with the brand message is occurred when consumers are not in a purchasing situation. Marketers use celebrity endorsement so that information will be kept in consumers minds better and in the case of purchasing situation, they can easily retrieve it (Surana, 2008). A successful endorser strategy can enhance the level of consumers recalling towards product information, reinforces consumers recognition to endorsed brands, positively influences consumers attitude to low-involved products and even enhance consumers purchase intention and preference towards brands (Liu et al, 2007) Therefore, hypothesizes of the study are as follows. H1: Attitude toward ad is positively affected by attitude toward celebrity endorser. H2: Attitude toward brand is positively affected by attitude toward celebrity endorser H3: Attitude toward brand is positively affected by attitude toward advertisement. H4: Intention to buy is positively affected by attitude toward celebrity endorser Method Data Collection Information was obtained from randomly selected students from University of Isfahan through survey questionnaires during September- November 2009. University of Isfahan is one of the major universities in the fields of science, human science and engineering. A total sample of 193 participants was obtained. The sample was composed of 137 women (71 percent) and 56 men (21 percent). A cluster sampling procedure with age and degree as main control variables was applied. The age of the respondents ranged from 19 to 30 years, with a mean of 24. All questionnaires were self-administered by the participants without interference from researchers. Measures The study uses multi-item scales to measure the constructs in our model. All items in the questionnaire were measured on a five-point Likert-type scale anchored from â€Å"strongly disagree† (1) to â€Å"strongly agree† (5). Some of the measures were available in the literature, though most were adapted to suit this European Journal of Social Sciences – Volume 13, Number 3 (2010) particular context. To measure attitude toward celebrity endorser we used ten items. Attitude toward advertisement and attitude toward brand were measured with six items and five items, respectively. In order to measure reliability of questions in the questionnaire, 30 questionnaires have been pre-tested through pilot studies. Then, amount of confidence coefficient has been calculated by method of Cronbachs alpha for which 0.83 % is obtained. This number shows that the applied questionnaire enjoys confidentiality or in other words the necessary reliability. Results Measurement Model Measurement model Structural equation modeling with LISREL 8.54 and the maximum likelihood (ML) method was used to analyse the data.. LISREL is a structural equations modeling technique that traces structural relations in a set of data (Eriksson et al, 2004). Structural equation modelling was used because it allows to estimate multiple and interrelated dependence relationships and unobserved factors can be represented in these relationships. Additionally, measurement error in the estimation process is accounted for (Hair et al., 1998). The model is assessed with the comparative fit index (CFI), standardised root meanresidual (SRMR), root mean square error of approximation (RMSEA), and Akaike’s (1987) information criterion (AIC). The measurement model provided a good fit to the data: (CFI = 0:98, SRMR=0.058, RMSEA = 0.015 and AIC =396.22). All values of CFI, SRMR, and RMSEA meet the standards suggested by Hu and Bentler (1999): 0.95 for CFI, 0.08 for SRMR, and 0.06 for RMSEA.There are no Guidelines for the AIC but lower values indicate better fit. The fit of the structural model is good and is reported in Table I. In the following we will test our hypotheses and consequently report the standardised path coefficients. As shown in Table I, three of hypotheses are empirically supported and one of them is not confirmed. The effect of attitude toward celebrity endorser on attitude toward advertisement is significant (standardised path coefficient = 0:49). This shows that the higher the attitude toward endorser, the more the attitude toward advertisement. Attitude toward celebrity endorser also have significant effect on attitude toward brand (standardised path coefficient= 0.24), but this effect is comparatively weaker than its effect on attitude toward advertisement. On the other hand, the effect of attitude toward advertisement on attitude toward brand is significant (standardised path coefficient = 0:56). This clearly shows that attitude toward advertisement has the highest standardized path coefficient and therefore has the strongest influence on attitude toward brand. The results show that the effects of attitude celebrity endorser on Purchase intention is not significant (standardised path coefficient = 0.11). This means that attitud toward celebrities, does not necessarily always translates into purchase intentions. Discussion The purpose of this study is to examine the relationship among attitude toward celebrity endorser and attitude toward advertisement and brand. Effects of a celebrity endorser on respondents assessments about advertisements and products endorsed by celebrities have been studied previously. There are some interesting findings for using of celebrity endorsers in Iranian advertisements. Attitude towards a celebrity endorser has a direct positive effect on attitude towards advertisement. Attitude towards advertisement has important effects on attitude towards brands, too and its effect is comparatively stronger than the effect of celebrity endorser. But the effect of attitude toward celebrity endorser on purchase intention is not considerable. Results of this study demonstrate that attitude towards celebrity endorser has an indirect effect on attitude towards brand. This result confirms outcomes of the previous research by Agarwal and Kamakura (1995), Till and Busler (1998), and White et al (2008). When there is a fit between the   European Journal of Social Sciences – Volume 13, Number 3 (2010) endorser and the endorsed product, endorsers image helps construct the image of the brand in consumers minds. In fact, using of an attractive endorser has a positive impact on consumer attitudes towards a brand, because attractive endorsers have a tendency to get more attention than less attractive ones. On the other hand, experience of celebritys negative information can have an undesirable effect on the endorsed product. Transfer of negative information between the celebrity endorser and the endorsed product could be facilitated through cognitive relational pathway. We have considered social position of artists because people have more positive attitude towards artists. So, they distribute attitude towards artists to attitude towards endorsed brand. The association between attitude towards celebrity endorser and attitude towards advertisement has been shown in numerous studies, as the relationship between sports celebrity endorsements and retail products adverting are reported (White et al, 2008) and sports celebrity endorsements are being used in advertisements to impress brand selection. It is recognized in one study that attitude towards advertisement is considered as an interagent that influences attitude towards brand (Suhere and Ispir, 2009). Results of our study reveal that attitude towards advertisement is as an interagent between attitude towards celebrity and attitude towards brand. In our opinion, Iranians are interested in artists and know them as credible sources. So, ads makers use artists as celebrity to impress viewers attitudes towards advertisement and thereupon attitude towards brand. According to previous studies about the effect of the celebrity endorser on purchase intentions, such as Kamins (1990), Ohanian (1991), Liu et al (2007), we expected that positive attitude towards celebrities impressed purchase intentions. But results of this study confirm research outcomes of OMahony and Meenaghan (1997). According to this study, attitude towards celebrities does not necessarily always interpret in to purchase intentions. It seems that Iranians consumer tendency for buying is influenced by other various items such as age, gender, income and education too. Limitation This study has some limitations. The primary limitation of the present research relates to generalizability. The sample was restricted to students in University of Isfahan and this limits our results to be generalized, too. Another relevant consideration is that numerous girl students in university of Isfahan are more than its boy students. Also, this study relied exclusively on questionnaires to assess influence attitude toward celebrity endorser on attitude toward advertisements and brands, whereas this relationships need to be more investigated. On the other hand, this paper could not estimate effect of attitude toward celebrity endorser on purchase intention. In addition, our results are relational and not causal; therefore, it can not be concluded from this study whether attitude toward advertisement and brand is only cause or result of attitude toward celebrity endorser. Conclusion In this study the goal was to indicate the influence of using celebrity endorsers in Iranian advertisements on attitudes of students in University of Isfahan toward those advertisements and brands. The result of this study showed that the positive and significant relationship between attitude toward celebrity endorser and attitude toward advertisements and brands. By analyzing the output resulting from testing hypotheses, it can be concluded that attitude toward celebrity endorser has directly or indirectly influence on attitude toward brand. Consequences suggested that attitude toward advertisement was as a mediator between attitude toward celebrity endorser and attitude toward brand. On the other hand, attitude toward celebrity endorser hadn’t significant influence on purchase intention. So, future researches should put more effort into making strong believable explanations for how celebrity endorsers are able to have significant influence on consumer intention for purchase. References [1] [2] Agrawal, J. and Kamakura, W.A. 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Clinton, A., Gary, H. and David, S. (2008), â€Å"Exploring the relationship between celebrity endorser effects and advertising effectiveness, a quantitative synthesis of effect size†, International Journal of Advertising, Vol.27 No.2, pp. 209–234. Daneshvary, R. and Schwer R.K. (2000), â€Å"The association endorsement and consumers intention to purchase†, Journal of Consumer Marketing, Vol. 17 No. 3 2000, pp. 203-213. Erdogan, B.Z. (1999), â€Å"Celebrity endorsement: a literature review†, Journal of Marketing Management, 15(3), pp. 291–314. Erdogan, B.Z., Baker, M.J. and Tagg, S. (2001), â€Å"Selecting celebrity endorsers: the practitioner’s perspective†, Journal of Advertising Research, Vol. 41 No. 3, pp. 39-48. Eriksson,K., Kerem,K. and Nilsson,D. (2005), â€Å"Customer acceptance of internet banking in Estonia†, International Journal of Bank Marketing,Vol.23 No. 2, pp. 200-216. Freiden, J.B. 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Satanic Cults In The Late 1900s - 1041 Words

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Ellen Foster Essay Research Paper The majority free essay sample

Ellen Foster Essay, Research Paper The bulk of households were one time considered perfect. The male parent went to work everyday, while the female parent stayed at place and cared for her two kids, # 8220 ; Henry # 8221 ; and # 8220 ; Sue # 8221 ; . The kids neer fought and the parents were involved in all the community events. Our society has grown to accept that there is no such thing as a perfect household. Eleven-year-old Ellen from the book Ellen Foster, by Kaye Gibbons, grows up in a family where her male parent is an opprobrious alky and her female parent is excessively ill to finish mundane undertakings. By utilizing her positive assets, and larning from her negative assets, Ellen was able to get the better of a batch of challenges throughout the book. One would believe that six of the most of import external assets fall under the class of support. Without support from one # 8217 ; s household and friends, he/she would hold to be populating in a province of depression. Ellen can claim to hold merely two of the support assets, which are to be in a caring school environment and to have support from three or more nonparent grownups. In school, her instructors worry about her, and want to cognize if she is All right: # 8220 ; The first twenty-four hours back at school my instructor noticed a contusion he put on my arm # 8230 ; she asked me if I had someplace to pass the dark # 8230 ; the instructor says everything is All right and she will do the necessary agreements # 8221 ; ( 44 ) . Although Ellen found support from the school psychologist, she besides found support from her best and merely friend Starletta # 8217 ; s parents. Starletta # 8217 ; s parents told Ellen, # 8220 ; You come on back when you want to # 8230 ; If he # 8217 ; s there when you get home you come on back here if you want to # 8230 ; # 8221 ; ( 32 ) Starletta # 8217 ; s parents are really understanding and they even take Ellen business district whenever she needs to, purchase vesture or nutrient. Even though Ellen found support from few people out side her household, it did non do up for non holding a household to love and care for her. Her female parent died when she was merely nine, and if her male parent was non out of the house rummy, so he would be in the house rummy. At the really beginning of the book she described her household like this, # 8220 ; Everything was so incorrect like person had knocked something loose and my household was agitating itself to decease. Some wild drive broke and the 1 in charge strolled away and allow us whirl and agitate and wing off the rail. # 8221 ; ( 2 ) Communication is a cardinal factor in holding a # 8220 ; successful # 8221 ; household. One could neer happen Ellen # 8217 ; s father pass oning with her positively. If he of all time talked to her, he was demanding from her nutrient, or sex. One twenty-four hours at Ellen # 8217 ; s school her male parent came in the center of naptime stating that he would pay Ellen for sex. This is the closest he came to being actively involved and portion of Ellen # 8217 ; s educational calling. # 8220 ; Get the snake pit out of here is what he told me to make # 8230 ; he stepped out of the truck beckoning some hard currency money and stating Ellen dammit to come back he would pay for it # 8221 ; ( 54 ) . Ellen was really used to this behaviour ; after he left she was non worried about him, all she wanted to cognize was if he had left the money. Another clip when her male parent communicated with her was when her female parent had taken an overdose of pills and was deceasing. Ellen comment s, # 8220 ; Well I # 8217 ; ll merely travel to the shop and utilize the telephone # 8230 ; . But my dada says he will kill me if I try to go forth this house. # 8221 ; ( 9 ) Ellen had to be a really strong individual to set up with such a awful male parent. Ellen changes her position on people with different cultural/racial/and cultural backgrounds drastically throughout the book. At the beginning of the book, she would non even eat a biscuit at her friend Starletta # 8217 ; s house because they were black even though she knew that she was hungering and might non acquire something to eat that dark: # 8220 ; Starletta slides out of her chair and her mamma says to take something you better eat # 8230 ; She came at me with a biscuit in her manus and held it to my face. No affair how good it looks it # 8217 ; s still a coloured biscuit # 8221 ; ( 31 ) .After disbursement more and more Ts ime with Starletta she became more cognizant of the similarities between them. Ellen has a little epiphany when she goes to kip at Starletta’s house ; â€Å" When I got up in the forenoon I was surprised because it did non experience like I had slept in a coloured house. I can non state I officially slept in the bed because I stayed in my coat on top of the covers.† ( 39 ) This portion in the book is really of import because it marks the topographic point where Ellen starts to recognize that possibly there is non a difference between being black or white. Ellen eventually ends the phase in life when she thinks it is incorrect to wish inkinesss. She says ; â€Å" I thought while I chopped from one field to the following how I could go through for coloured now†¦ But that was All right now I thought to myself of how it didn’t do much of a difference anymore† ( 66 ) . By the terminal of the book she looks back on her premises on black people disgracefully : â€Å"I admiration to myself am I the same miss who would non imbibe after Starletta two old ages ago or eat a coloured biscuit when I was starved? † Ellen even says, â€Å" Sometimes I even think I was cut out to be colored and I got bleached and sent to the incorrect batch of folks† ( 85 ) . While working hard at looking at people more every bit, Ellen besides was working hard at strategizing for the hereafter. Ellen could be categorized as a immature individual who knows how to be after in front and do picks. Every month her mamma # 8217 ; s mamma sent an envelope of money, and Ellen ever saw to it that she got a clasp of the money before her male parent did. # 8220 ; I figured out what I needed and took it. You got the visible radiations, gas to heat and cook, nutrient and extras # 8221 ; ( 25 ) . Not merely did Ellen figure out how much she needed for the month, but she besides found the best trades at the supermarket. # 8220 ; I found the best trade was the home base frozen with nutrient already on it. A meat, two veggies and a tap of dessert. # 8221 ; ( 25 ) Planing in front kept Ellen busy, and further off from her male parent. Ellen developed good friendly relationship accomplishments throughout the book. At the beginning of the book Ellen is really autocratic when she plays with Starletta. Ellen takes Starletta # 8217 ; s toys place with her and repair them because she could non stand playing with broken playthings, even though she knew Starletta didn # 8217 ; Ts like when she did that. By the terminal of the book Ellen besides feels sorry about how she treated Starletta, and she truly wants to apologise to her for moving so racist. On page 100 Ellen proclaims, # 8220 ; Lord I do owe her. # 8221 ; After Ellen invites Starletta to her new mamma # 8217 ; s house, she goes out of her manner to do certain everything would be perfect for Starletta because all she wanted was to allow her hold an gratifying clip. Ellen had her female parent make Starletta towels with her name sewn into them. Her friendly relationship accomplishments besides help her to acquire off from her male parent and pass more clip wit h people who truly care. Based on Ellen # 8217 ; s responses to her fortunes in life and her developmental assets, one would believe that her hereafter would be bittersweet. Ellen was a nice miss throughout the whole book. She may neer turn up to hold a household because of the household that she grew up in was such a negative environment. It is really possible that she will turn up to be an art instructor. One might believe this because she looked up to her art instructor so much and admired her ; Ellen # 8217 ; s head is full of creativeness and thoughts. When Ellen # 8217 ; s school found out that her pa was opprobrious to her they put her up at her art instructor # 8217 ; s house. Ellen says # 8220 ; I came a long manner to acquire here but when you think about it truly difficult you will see that old Starletta came even farther # 8230 ; And all this clip I thought I had the hardest row to hoe # 8221 ; ( 126 ) Like Ellen did, it is of import for everyone to look back into their life and see what they have learned. Making so can non alter 1s past but merely add to their hereafter. Ellen will ever transport the horrors of her childhood with her but by utilizing all of her assets that she gained throughout the book her hereafter can be enriched.