Alcatraz essay

Imagine you are told exactly when you can eat or shower and when you have to go to bed and when you must wake up. Well many of the prisoners on Alcatraz Island were treated in such a way. If you were a prisoner on Alcatraz Island, every aspect of your life would be controlled by a higher authority. If you like to have a midnight snack every now and then, that luxury would be taken away. If you like to sit around and watch TV for hours, you can forget about that too. Alcatraz has a long history of transformation as to how it came to be known as the inescapable prison island.This reputation did not stop a handful of men to try and do the impossible and escape the island. Alcatraz, also known as â€Å"The Rock†, is a well-known yet mysterious place containing many forgotten memories and lost ghosts. Though no one really knows everything that went on within the concealed walls of the old prison, it still manages to trap the interests of millions of people who visit the national pa rk each day on the small island in the San Francisco Bay. Not only has it trapped the interests of those millions of visitors, but it has also trapped mine as well.Discovered in 1775 by a Spanish explorer named Juan Miguel de Ayala, La Isla de los Alcatraces was nothing more than a small island inhabited by a group of pelicans from which the island acquired its name (Alcatraces means pelicans in Spanish). In 1847, the United States Government began view Alcatraz as more than just an island, but also an excellent location for a military fort; by 1853, a State of the Art military fortress was protecting the Western half of the United States against any foreign invasion.With the eruption of the Civil War, Alcatraz began accepting its first military prisoners in 1861. However, it wasn't until the Spanish-American War in 1898 that the United States realized that the isolation of the island made it an excellent candidate for a prison. The prison population jumped from twenty-six to 450 du ring the war. That number sprang once more after the famous 1906 earthquake when prisoners were transferred from many San Francisco city jails to Alcatraz.With the island becoming more a prison and less a military fort, it was decided that a cell house would be necessary. After the construction of the cell house in 1912, â€Å"The Rock† was born. In the 1920's many inmates were allowed to own small gardens of their own. Baseball fields were created and small teams were formed. It wasn't until the 1930's that Alcatraz went through dramatic changes constituting stricter rules than ever before thus ending the days of gardening and baseball games.In 1963, however, due to the high cost of running an island prison, Alcatraz was officially closed, never to be reopened as a prison. In 1969, a group of Native Americans claimed the island as their own but later ran into trouble with high costs just as the United States had. In 1971, their problems ended when they saw the island go up i n flames, badly damaging the lighthouse and many homes that used to house the cell guards and their families. The remaining Indians left after this fire and once again, Alcatraz was abandoned. The U.S. government decided it would be best to make Alcatraz part of the newly opened Golden Gate Park. Today, the money it attracts from its visitors each year provides the operational costs for the island. Throughout all the changes Alcatraz has went, it has retained one thing up to this very day; its deteriorating walls never cease to capture the amazement and interest of onlookers like you and I. That small, haunted, and mysterious island on the coast of San Francisco that treasures so many memories will always be known as â€Å"The Rock. â€Å"

Man and the Machine Essay

From the aeon of the history, we have perceived that man has been developing at jet speed in the fields of science and technology. Man, who once lived in the forest, in the natural state, is now on the cliff of mechanical advancement. The question arises today is, â€Å"who made whom? Did machine make man or man made the machine? The question might seem obscure or absurd but it intrigues us to ruminate over. The life leaning upon the Nature has taken a hue turn towards machines. Hence it’s difficult to operate man away from machines and visa versa. With the embrace of machines man has become systematic and machine perspective towards living. Man in history invented machines but became dependent too. Once man had cure in the nature, joy in the lap of nature and lived a satiated life in the bosom of Nature. Machines have denatured man. Machines that assumed â€Å"Nano† forms became part of man. Today one can’t but has to lean on them to survive. At present the machine is helping a small minority to live on at the exploitation of the masses. The motive force of this minority is not humanity and love of their kind, but greed and avarice. The craze of cell-phones is the best example today. We find no men without mobile. It’s a small machine that operates man in all his advancements. It’s not wrong to have such machines but the attachment and dependency of living on them has curtailed human freedom, energy and the strength. Ostensibly, it has become inseparable part of human living. Advances in technology have resulted in man feeling more isolated, alienated and lonesome as computers and i-pods have replaced human interaction. No man is sensitive to their feelings like machines when they are engaged by them. Should machines dominate us –rational, free human beings or should they be used for the development of our skills, talents and relationship? The question is applicable to all. Let us make the best of it to make the world a beautiful place to live in.

Charles Dickens presentation Essay

Do you feel that Charles Dickens presentation of Joe Gargery makes him seem on balance a foolish person or someone worthy of our respect? In Great Expectations, Joe Gargery comes into the novel many times. Sometimes he is portrayed as a very foolish person but other times he actually is quite clever and worthy of our respect. At the beginning of the novel, he seems foolish in the sense that he is a very simple man and does nothing to hide it. When Pip is reading him a letter, Joe remarks †Why, here’s a J,’ said Joe, ‘ and a O equal to anythink! Here’s a J and a O, Pip, and a J-O, Joe. † Pip carries on by saying ‘ I had never heard Joe read aloud to any great extent than this monosyllable, and I had observed at church last Sunday when I accidentally held our Prayer-Book upside down, that it seemed to suit his convenience quite as well as if it had been all right. ‘ There are many more examples of his foolishness but there is one important point that must be included to understand why Joe puts up with Mrs Joe’s nagging the whole time. He tells Pip about how his father beat his mother and him constantly: ‘ and he hammered at me with such a wigour only to be equalled by the wigour with which he didn’t hammer at his anwil. – You’re a listening and understanding, Pip? ‘ He then reveals that Mrs Joe doesn’t like scholarly people in her house ‘And she ain’t over partial to having scholars on the premises’ Joe continued, ‘ and in partickler would not be over partial to my being a scholar, for fear as I might rise. Like a sort of rebel, don’t you see? ‘ In this there is a clear sign that Joe doesn’t want any disharmony in his house and he doesn’t want to treat his wife like his dad treated his mum. So for this reason he puts up with Mrs Joe ‘knocking his head for a little while against the wall behind him’ when he steps out of line. For this reason, it seems we must respect him as someone who learns not from his mistakes, but other people’s. There are times in the novel, where Joe seems to be acting really stupidly but is in fact being proud. The first time this crops up is when Joe and Pip go to Satis House to talk to Miss Havisham. Joe, to Pip’s embarrassment, refuses to talk to Pip as though Miss Havisham is not there ‘Pip,’ returned Joe, cutting me short as if he was hurt, ‘which I meantersay that were not a question requiring a answer betwixt yourself and me, and which you know the answer to be full well No. You know it to be No, Pip, and wherefore should I say it? ‘ Miss Havisham has just asked Joe a question and it is strange that he addresses Pip instead. Pip after becoming a gentleman, is very snobbish and looks down on Joe. For this reason Joe tries to act very upper class and tries not to embarrass Pip in front of his friends. ‘Since you are so kind as make chice of coffee, I will not run contrairy to your own opinions. ‘ He calls Pip ‘Sir’ many times and at one point Pip says ‘Joe,’ I interrupted, pettishly, ‘how can you call me Sir? ‘ However even after this scene which Joe looks foolish, he actually regains his dignity; ‘Joe looked at me for a single instant with something faintly like reproach. Utterly preposterous as his cravat was, and as his collars were, I was conscious of a sort of dignity in the look. ‘ Here we have two contrasting statements. Pip tells us that Joe looks extremely foolish in his cravat and collar but under the foolishness is someone who is extremely dignified. Not many people are like that especially when their ‘son’, has just rebuked them for addressing them wrongly. The next time Joe’s dignity really shines through is when he leaves Pip on page 222. He knows he looks stupid in the clothes because and says so ‘I’m wrong in these clothes. I’m wrong out of the forge, the kitchen, or off th’ meshes†¦ I’m awfully dull, but I hope I’ve beat out something nigh the rights of this at last’ The terrible thing is, is that Joe knows Pip looks down on him and is ashamed of him. He says ‘ You won’t find half so much fault in me if you think of me in my forge dress, with my hammer in my hand, or even my pipe. You won’t find half as much fault in me if, supposing as you should ever wish to see me, you come and put your head in at the forge winder†¦ ‘ He knows Pip looks down on him and is embarrassed about him, he feels sorry for Pip and blames it on himself. This is a very honourable thing to do and definitely makes us show respect for him. We see other characters from different pieces of literature placed in similar situations and act very differently and with less patience. For example Eddie Carbone in A View for the Bridge. When Pip becomes ill, due to a number of things: severe burning, a run-in with Orlick and Provis becoming captured, Joe comes to visit him and looks after him. Joe doesn’t want to fall into embarrassing Pip again. Due to Pip’s earlier disrespect towards Joe, Joe is less easy with Pip. ‘ But, imperceptibly, though I held them fast, Joe’s hold upon them began to slacken; and whereas, I wondered at this at first, I soon began to understand that the cause of it was in me, and that the fault of it was all mine. ‘ Joe has regained his dignity so instead of getting emotionally close to Pip, he draws himself away from him as soon as he senses he is getting stronger. Joe, earlier on is obviously trying to impress Pip by learning to write and Pip starts crying because he sees the pride with which Joe has written the letter to him. Pip is very lucky to have an uncle like Joe because Joe is an excellent person. On the surface he seems to be foolish but underneath he is a pure and righteous man. He always forgives Pip for whatever injustice Pip does to him. In the balance, the reasons we should respect Joe Gargery far outweigh the reasons why we should treat him like a foolish character and one that is not worthy of our respect.

Has the government successfully implemented low carbon refurbishment Dissertation

Has the government successfully implemented low carbon refurbishment of the UK's existing housing stock - Dissertation Example The government’s success or failure to address the problem of upgrading the existing housing stock in the UK was determined in this paper by first establishing a reference point, a time and date when the objectives and targets were communicated. DEFRA (Department for Environment Food and Rural Affairs) supported and actually funded a study that led to the updated report on â€Å"Carbon Emission Reduction Efficiency Improvements to the UK Housing Stock†, by L D Shorrock, J Henderson, J I Utley, and G A Walters. This was shown in the BRE Report BR 435, December 2001. The BRE (Better Regulations Executive) is a part of the Dept. of Business, Innovation and Skills, which leads the regulatory reforms agenda across UK. There is a need to know the principles that guide the BRE because those principles can likewise be used as a basis for saying there was a failure or success in addressing the issue of upgrading the present housing stock in the UK. BRE maintains five (5) princip les of good regulation. These are: (1) transparency, (2) accountability, (3) proportionate, (4) consistent, and (5) targeted. And BRE aims to do its role to simplify regulations without having to aggravate business sectors and causing excess additional costs. One other communication coming from the BRE stated a commitment to regulate well, by simplifying and reducing costs as a result of imposing regulations. The more important objectives were to facilitate business growth and economic prosperity. According to Lucas (2009, p.2) BRE has to strike a balance between enforcing legislations and facilitating business. Prioritizing objectives according to value pointed to the more important factors, namely, cost reduction, business growth, and economic prosperity. Meeting the housing needs also has greater value than being accurate with reductions in percentage of carbon emissions per house. Background of the Problem The December 2001 report forecasted that by 2005, there would be a reduct ion in the carbon emission per year by as much as 22 MtC/yr. (million tons of carbon emission per year) if appropriate measures were implemented. But not all measures were cost effective. Granted that only the cost-effective approach were implemented, CO2 emission was forecasted to be reduced by only 9 to 17.5 MtC/yr so that the forecasted reduction in CO2 emission by 2010 was expected to reach only 17.5 MtC/yr. The forecast for 2020 was for a drop by 13.5 MtC/yr. Unfortunately, using only the cost-effective approach could cut down the CO2 emission to a figure between 3.5 and 9.5 MtC/yr. The forecast until 2050 was reached with the assumption that nearly all the potential insulation measures can be utilized effectively. Renewable energy technology use will speed up the reduction of CO2 emissions, making it possible to attain a 29.5 MtC/yr. All these were according to Sharrock, Henderson, Utley, and Walters(2001, p. 7). As of that time, 2001, the number of houses with energy savings potential was estimated. See Table 1. As can be seen in Table I, there are millions of homes in need of renovation. In fact, in 2005, a survey known as the English House Condition Survey, was conducted that led to the news released by the Rethinking Housing Refurbishment (RHR) entity. The RHR is a BRE Demonstration Project. It reported â€Å"almost 6 million homes (28 % of the housing stock) failed the standard†. ( RHR 2010, p. 2 ) Little Done To Address Existing

Introduction To History Of Technology Article Example | Topics and Well Written Essays - 1250 words

Introduction To History Of Technology - Article Example The initial examples of prosthetics, as well as amputations, were identified in the ancient Egyptian territory. The ancient Egyptians believed that a person who got amputated in life carried on the amputation into afterlife status. Hence, they got buried with the missing prosthetic devices. These prosthetics got uncovered later in the 15th century. The history, however, is more about the Greeks and Romans than it is of Egypt. For instance, it was in the 484 BC, when a Persian soldier escaped the Greek prison through amputating the leg and replaced it with a wooden prosthesis. Medical technology is vivid in this context. It is stipulated that the dark ages were the periods where prosthetic technology, as well as the scientific technology, developed. However, the pace of development was relatively low. In fact, the devices that got developed with respect to the development of this technology were of insuperable sizes. The devices were heavy and large. They got made of wood, leather peg legs, and metal. Therefore, they remain similar to those of the Greek periods. The amputees were essentially used to using the early clutches which got made of wood together with leather. The blacksmiths of the time designed these knight armor devices to resemble a camouflage handicap. Hence, it did not have to look like an everyday functioning limb. In relation to the history of the limb prosthetics, diseases got cured through amputations and use of cannons. This is one of the memorable medical attempts in that particular historical age.  

Management research assignment Essay Example | Topics and Well Written Essays - 1000 words

Management research assignment - Essay Example The main objective of this paper according to the writers is to analyze various dimensions of educational validity of business gaming simulation that would be possible through the proposed research methodology framework. Thus the beginning part of the paper, specifically the abstract and introduction clearly indicates the background of the study they conducted. Research methodology is described, which as mentioned above is unique for its approach. According to Stainton, Johnson & Borodzicz (2010 p. 705), as a research method, they have relied on the ‘total enterprise simulation’. They further make clear that unlike the past, an effective research methodology is essential to analyze the business gaming simulation because the assessment of validity is an ongoing process; and therefore, it has to be viewed from an educational perspective. Researchers make a detailed review of available literature to form rather an authentic conclusion. According to them, design, implementat ion, and validity are the two most significant aspects associated with this research framework. Furthermore, the facilitator plays a crucial role in assisting learners to determine what to view, reflect, and learn. As far as the design is concerned, the factors associated with it involve, designer’s ability and perception, the significance of maintaining the sensible aspects of simulation etc. For instance, exaggeration or generalization of the difficulties of the real facts may occur if the designers’ perceptions flaw. Hence, according to the researchers, design plays a very important role in determining the quality of business gaming simulation. They further attribute the success of the implementation phase to the ‘learning by doing’ strategy which is based on the real life examples and problem solving. According to the writers, by following this method, with the help of a facilitator who would give training and motivation students will learn how to assi milate experiences with the given problem and their acquired knowledge. Thus, the writers come up with a more reasonable strategy for the effective implementation of a simulation. In order for answering the absence of an appropriate strategy for validating simulation, the researchers propose their own methodology that spreads across every phase of its process including design, implementation, and validation. According to them, education validity should involve the ‘internal educational validity, external educational validity, and external representational validity’ (Stainton, Johnson, and Borodzicz, 2010, p. 710). In order to understand these variables one should go through their concept of each form of validity. As they describe, internal education validity refers to participants’ understanding of their business outcome; whereas, external educational validity indicates participants’ ability to assimilate the real life experience with the simulation. And t hirdly, representational validity is evident if the simulation alters the participants’ attitude. In other words, these theoretical explanations refer to three things; 1) convince the participants of their business environment and roles (internal educational validity), 2) makes them understand how to relate the real life environment and simulation (external educational validity), and 3) makes participants able cope up with the real environment (representational v

The Development of a Proposal for Organisational Research Essay

The Development of a Proposal for Organisational Research - Essay Example f service to the customers.1 However, the increasing number of â€Å"lay-offs† which resulted from globalization makes it a challenge for HR managers to maintain employees’ commitment and loyalty.2 For this reason, the HR personnel acknowledge the need to introduce effective initiatives that could motivate employees to perform their best at work. The best solution to increase employees’ working motivation is to minimize stress barriers related to work and personal lives.3 Most people believe that this can be done by allowing them to enjoy flexible work arrangements since implementing long working hours or the traditional 8 or 9 to 5 workday job requirement could result to a detrimental effect on employees’ work satisfaction and level of productivity.4 In line with the positive remarks of Flexible Working Arrangements in the world of business, the researcher aims to test whether the implementation of the said program within a school setting. For the purpose of this study, a short literature review will be discussed to give the readers a better insight about the benefits of promoting a balancing work and other aspects of employees’ life. In line with answering the research question and meet the objectives of the study, the researcher suggests the use of a semi-structured interview as well as qualitative and quantitative survey questionnaires as part of the methodology. Along the way, the researcher will discuss the underlying philosophies behind the chosen methodological approaches; the sample frame that will be used for the study; data collection processes including the proposed analysis of the gathered data; estimated cost of the study; and the ethical consideration on data gathering. Eventually, a detailed time frame for each research stages will be discussed. recruitment process of competitive human resources as well as its existing employees’ absenteeism and work performances. By creating a more attractive and suitable work place for the

A Chiling Hike Essay Example | Topics and Well Written Essays - 500 words

A Chiling Hike - Essay Example The trails were set aside by the City of Desoto and Dallas County. The Roy Orr Hiking Trail is a 3.6 mile trail nestled in the heart of Desoto, and it consists of five different possible routes: Mirkes Parkway-Town Center, Town Center-Polk Street, Polk Street-Meadows Pkwy, Meadows Parkway-Plantation, and Plantation-Murphy Hills Park. Depending on the season, the trail includes beautiful waterfronts and rolling hills, a few of which are gentle and a few of which are steep. In my opinion, it is one of the best hiking areas in the metro area. I decided to walk the trail in spite of the wintry weather Texas was experiencing. I hadn’t walked the trail in about four months, so I set out to see what new things I would discover during my wintery walk. It was the first time that I had walked the trail during the winter months. Texas is usually seasonable even in winter; people don’t associate it with snow and ice. However, sometimes it does snow in Texas, and during my hike, thi s was one of those times. I wore lots of layers and took a notebook, a pencil, and my thermos full of hot coffee. When I started on the trail at 1PM, it was 17 degrees, and there was no one around. Usually I see a few other people around on the trails, but on this day it was very empty. Also, because the trees had all lost their leaves, I was able to see farther along the sides of the trail.

Security & Risk Management Essay Example | Topics and Well Written Essays - 2250 words

Security & Risk Management - Essay Example The studies of risk perception and risk management have resulted in the development of different psychological models of risk perception. These models play an important role in understanding the behavior of the people toward risk and their reactions. This paper discusses these very models along with their advantages and limitations. The paper begins with a brief discussion on security management as it is important to first understand the nature of the topic. This is followed by another brief discussion on risk perception which provides the base for the paper. After that, the psychological models of risk perception are discussed in general. The psychometric paradigm is discussed in particular as it is one of the main models of risk perception and perhaps the oldest. After that the advantages of these models are discussed followed by its limitations for the security managers. In the end, the conclusion of the paper is given. Security management is a broad term which is used to refer to securing different types of assets of an organization, including the security of the information of an organization. It is the job of the security manager to identify the assets of an organization that need to be secured. Once these assets are identified, it is then required that the security manager develops policies to ensure the safety of these assets and introduce procedures and guideline which are to be followed for an effective security management. Managing risks is also an important part of security management which rather difficult as it includes identification, assessment, and prioritization of risks. A wrong prioritization can result in a grave situation. Therefore, the security managers are always under great pressure to make the right decision which is influenced by a number of psychological and social factors that vary in different situations. The security managers

Dictatorships in the World Today Term Paper Example | Topics and Well Written Essays - 750 words

Dictatorships in the World Today - Term Paper Example This has resulted in a global demand for capitalism, democracy, and individual rights. The 2010 and 2011 protests in the Middle East and North Africa corroborate this observation to the extent that those uprisings were motivated by, and carried out on behalf of, an opposition to dictatorial rule. Even one of the last few true dictatorships in the world, which is the reign of Muammar Al-Gaddafi, is under attack right now from American-supported rebels in the Libyan Civil War. This wave of change means that while dictatorships remain in the world in a few particular places, it seems that in only a decade the world may not have the problems associated with dictatorial rule. A poignant example of dictatorship in today’s world is the hereditary succession of Kim Il-Sung (â€Å"the Great Leader†) and Kim Jong-Il of North Korea (â€Å"the Dear Leader†). Kim Jong-Il represents dictatorship because of the cult of personality that he attracts from the citizens of North Kor ea. As opposed to modern democracies, which tend to rely on notions of politicians as pragmatic champions of the people, a cult of personality attracts an idealized or heroic public imagery to an individual. That is, instead of merely arguing for policies conducive to a better life for average citizens, a leader like Kim Il-Sung or Kim Jong-Il is thought to be directly responsible for a country’s success and he does this through absolute authority. Kim Jong-Il in particular is thought of having god-like powers, control of magic, and the ability to perform feats that no other men can (Kang & Rigoulot, 2005). In addition, nationwide celebrations are held for his birthdays. The motivations behind these celebrations are partly that the citizens of North Korean truly respect him, or that they fear punishment for not partaking (Mansourov, 2007). In this manner, the regime of North Korea truly represents a modern dictatorship. Like North Korea, the country of Libya is led by a dicta tor who commands instant respect from his people. Colonel Muammar Al-Gaddafi, who is the unofficial leader of the Libyan government, operates under the title of â€Å"Brotherly Leader and Guide of the Revolution†, which refers to the late 1960s Socialist coup d’etat that Al-Gaddafi led. In many ways, Al-Gaddafi fits the mold of a 20th century dictator. Today, his regime is defined by condemnable acts, including the outlawing of dissent, removal of foreign languages from schools, censoring of the press, central planning of the economy, assassinations of foreign leaders abroad, the creation of weapons of mass destruction program, and sponsorship of the Lockerbie bombing incident (BBC, 2009). Unlike the North Korean regime, the Libyan government led by Al-Gaddafi has been challenged in the Libyan Civil War and as of 2011, the government controls only half of the country due to resistance from the uprising. Despite Al-Gaddafi’s explicitly and well-known dictatorial style, he has forged connections with a broad base of European and Asian powers to boost the status of Libya in the world. For instance, he brokered deals with French President Nicolas Sarkozy in 2007 and met with Russian leaders in 2008 to discuss the supply of weapons to Libya (Reuters, 2008). In addition, the Chinese government has extensive economic interest tied with Libya with regard to the growing demand for oil in East Asia (Ford,

Ecology Essay Example for Free

Ecology Essay There has been a growing concern for the rise of environmental problems around the world. Ecology students from the University of Georgia came up with a list of the top ten environmental problems of the world. Based on this list, I came up with my top five environmental problems that people consider to be pressing problems in the environment. First in my list is human overpopulation. While it is part of human nature to procreate and multiply, the unchecked growth of the human population has led to the over consumption of goods and resources, thereby leading to poverty – a culprit as well of environmental problems. The over consumption of resources by human population can take its toll on the limited resources that the world can provide. Next in my list of the world’s top environmental problem is the pollution of our water quality and quantity. Sewage from cities, unregulated releases from industrial and agricultural sites, and dumping of wastes in the oceans collectively exacerbate the worldwide problem of water pollution (Gibbons). If left like these, we may have a serious water problem in the coming years. Following the problem of water pollution is the problem of air pollution. As more and more cities and countries are industrialized, the use of fossil fuels has also risen. Such has led to acid rain, dissolution of the ozone layer, smog, and the general elimination of clean air (Gibbons). The top 4 environmental problem is global climate change, which is admittedly interconnected with water and air pollution. Global warming has already received a lot of press mainly because such phenomenon has been going on for the past 4 billion years and it has steadily risen in the past decades. Water level has risen and as air pollution worsens, so does global warming. Lastly, the loss and degradation of habitats have been considered by ecologists as one of the most pressing environmental problems as human advancement and development as well as deforestation has led to the decline of the biodiversity. There are many species which are on the brink of extinction because their natural habitats are already destroyed or perished.

Lab Results Fermenter Essay Example for Free

Lab Results Fermenter Essay To determine the amount of anti-microbial peptide production by Staphylococcus warneri under various conditions when 2L and 10L Fermented. To Test the effects of one uncontrolled parameters sush as pH, Temperature or dissolved Oxygen and compare findings. To produce anti-microbial activity from Staphylococcus warneri.Staphylococcus warneri is a member of bacterial genus Staphylococcus, consisting of Gram-positive bacteria with spherical cells appearing in clusters. Colonies of S. warneri are usually tan, yellow and about 2-4mm in diameter after 48 hours incubation at 35Â °C. It is commonly found as part of the skin flora on humans and animals. S. warneri rarely causes disease, but may occasionally cause infection in patients whose immune system is compromised. S. warneri is known to produce antimicrobial peptide activity in the form of Nisin. The optimum conditions for this to occur are pH 7. Nisin is a polycylic antibacterial peptide with 34 amino acid residues used as a food preservative. It is produced by bacterium and which contains antimicrobial activity and which is known as a bacteriocin. Nisin has been found to have properties that can control spoilage caused by lactic acid bacteria.

Human Services for Child Welfare

Human Services for Child Welfare Human Services/Child Welfare/Child Abuse/Neglect Loretta McKelvey Abstract Human Services has several departments which are doing different functions. One department that has become a needed department would be child welfare. The following will help explain why it is needed. It will also be talking about the Human Services history and systems. Human Services has several department which are doing different things. One department that has become a needed department would be child welfare. The following will help explain why it is needed. Child welfare has been more involved with today’s society because of child abuse/child neglect is going on and being heard of more today than it was in the past of Human Services fields. Human services has evolved into a network of programs and agencies that provide an array of services to millions of Americans (Burger, 2014, p. 2). Primary social supports such as family, and friends, also play role in meeting human needs, and that role will be examined (Burger, 2014, p. 2). Early approaches to human services were cen tered on the hazards of illness, disability, and economic dependence. Programs were designed to help people who were unable to take care of their own needs. It was recognized that people with little or no income increasingly complex industrial societies were at risk of starvation or serious distress (Burger, 2014, p. 7). Human service background Colonial American times, it had been a commonly held belief that individuals should assist others in need by providing appropriate care and services. Early settlers from European countries to the American colonies believed caring for others to be a personal responsibility rather than a public duty the practice of charity has been a part of life since the first settlers. The laws and traditions prominent in England at the time were often adopted in early American communities (Norris-Tirrell, 2014).The statute sanctioned use of private monies for the benefit of the public good. Early American colonists incorporated these values as they shaped the roles of government, business and community (Norris-Tirrell, 2014). According to Norris-Tirrell â€Å"the population of the United States expanded, human service needs increased and changed role expectations for nonprofits. The impacts of disease, war, economic swings, and natural disasters were fertile ground for the creation of organizations such as the Ladies Aid Societies and the American Red Cross â€Å"(Norris-Tirrell, 2014). During the era of industrialization that followed the Civil War, voluntary organizations served many different functions including teaching vocation skills and advocating for reform (Norris-Tirrell, 2014). The latter resulted in the establishment of child labor laws and the creation of a juvenile justice system (Shields Rangarajan, 2011). In the late 1880s, Americans including Jane Addams advanced the settlement house model as a strategy for addressing urban poverty. This new movement embraced the progressive philosophy of the time emphasizing the importance of social science knowledge, compassion and expertise in creat ing solutions to social problems (Hall, 2010). After the American Revolution, the United States adopted laws based on the British Elizabethan â€Å"poor laws† to help people who could not economically provide for themselves (Van Slyke, 2002). Benjamin Franklin founded the first hospital for the care of persons with mental illness and devised a model of care that was practiced in hospital settings at the time (Van Slyke, 2002). Through the cooperative effort of community members, policy makers, and professionals from the medical field, this new model of care that arose during the â€Å"Moral Movement† was conceptually grounded in the belief that it was the responsibility of the general public to care for those in need (Van Slyke, 2002). The underpinnings of the Moral Movement therefore provided the framework for the establishment of the first mental health movement in America (Van Slyke, 2002). The Kennedy and Johnson Administrations followed with additional policies favorable for contracting out including The Public Assistance Amendments of 1962 and 1967 and The Economic Opportunity Act of 1964 (Van Slyke, 2002). Human services were prime candidates for privatization since existing nonprofit agencies held the necessary content expertise, thus â€Å"building on historical precedent to remove government from providing services that nongovernmental organizations already or can potentially provide† (Van Slyke, 2007, p. 159,) One agency of Department of Human Services is the Child welfare office that handles and deals with family and the charge of child abuse or neglect. The following will be discussing about Child Welfare and child abuse /neglect. Child welfare In the late 1930s, the network of child welfare professionals located in private agencies, public departments, advocacy organizations, and the U.S. Children’s Bureau, had grown optimistic that federal New Deal programs— such as Aid to Dependent Children (ADC), survivor’s insurance, and unemployment insurance—would eliminate (or at least sharply reduce) the role poverty played in separating children (like those of Morris, Collins, and Lane) from their families. Although these professionals did not always speak with one voice on all matters, they developed a general consensus around a number of issues (Rymph, 2012). Child welfare reformers believed that the 1935 Social Security Act would be a godsend for children in general, keeping families together and enabling more children to be raised in their own homes by their own parents (Rymph, 2012). With child welfare formed they started to see cases of child abuse. The following will discuss what is child abuse a nd child neglect and how the human services has and need to handle these clients. Child abuse Every child deserves a loving environment where they are not afraid of parental or elderly figures (Kiran, 2011). In recent years, the community has become increasingly aware of the problem of child abuse in our society (Kiran, 2011). Child abuse is prevalent in every segment of the society and is witnessed in all social, ethnic, religious and professional strata (Kiran, 2011). Human Services has several department which are doing different things. One department that has become a needed department would be child welfare. The following will help explain why it is needed. It will also be talking about the Human Services history and systems. One will work with children and families in need, many times they will deal with children that living in poor conditions, such as abuse, neglect, alcoholism, drug addiction, and poverty (Strolin-Goltzman, Kollar, Trinkle, 2010). Childhood should be a happy time, filled with memories of warmth, love, and carefree times (Child Welfare Social Work Careers, 2015).Unfortunately, not every child is blessed with loving parents and stable home lives (Child Welfare Social Work Careers, 2015). Some children are forced to cope with upheaval and problems at home, such as abuse, neglect, alcoholism, drug addiction, and poverty (Child Welfare Social Work Careers, 2015).Even in the United States, one of the most advanced countries in the world, some children still want for even the most basic of necessities, including food, shelter, health care, and appropriate clothing (Child Welfare Social Work Careers, 2015). Children who grow up in happy homes where all of their needs are met, typically grow u p to become happy, stable, and well-adjusted adults (Child Welfare Social Work Careers, 2015). On the other hand, those that grow up surrounded by unpleasant and dangerous situations often grow up suffering from mental and emotional unrest (Child Welfare Social Work Careers, 2015). They are plagued by the memories and images from their childhood, and some may even repeat the behavior that they witnessed, thinking that it’s normal (Child Welfare Social Work Careers, 2015). For example, studies show that children that grow up with abuse either go on to become abusers themselves or find themselves trapped in abusive relationships (Child Welfare Social Work Careers, 2015). Child Neglect Abuse and neglect, however, are major concerns for most child welfare social workers (Child Welfare Social Work Careers, 2015).The signs of both neglect and abuse can be very subtle at times and difficult to spot to the untrained eye (Child Welfare Social Work Careers, 2015). As a child welfare social worker, you will be trained to recognize signs of neglect and abuse in children and investigate. Below are a few examples of identifying signs of neglect and different types of abuse (Child Welfare Social Work Careers, 2015). Human service today Todays United States economy did not stand out until the 1970’s, nonprofit organization today offering a complex set of programs (Noris-Tirrel, 2014). Domestic violence shelters, job training and employment programs, child care centers, foster care, child protection these are a list of human services today provided by nonprofit organizations (Norris-Tirrel, 2014), Nonprofit organizations have been known to partnering with government, private business and communities in the delivery of human services (Norris-Tirrel, 2014). Conclusion Human Services has several department which are doing different things. One department that has become a needed department would be child welfare. The following will help explain why it is needed. It will also be talking about the Human Services history and systems. Human Services has several department which are doing different things. One department that has become a needed department would be child welfare. The following will help explain why it is needed. Child welfare has been more involved with today’s society because of child abuse/child neglect is going on and being heard of more today than it was in the past of Human Services fields. Human services has evolved into a network of programs and agencies that provide an array of services to millions of Americans (Burger, 2014, p. 2). Primary social supports such as family, and friends, also play role in meeting human needs, and that role will be examined (Burger, 2014, p. 2). Early approaches to human services were centere d on the hazards of illness, disability, and economic dependence. Programs were designed to help people who were unable to take care of their own needs. It was recognized that people with little or no income increasingly complex industrial societies were at risk of starvation or serious distress (Burger, 2014, p. 7). Human services are organized activities that help people in the areas of health care; mental health, including care for persons with intellectual and developmental disabilities and the physically handicapped; social welfare; child care; criminal justice; housing; recreation; and education (Burger, 2014, p. 8). References Child Welfare Social Work Careers CareersInPsychology.org careersinpsychology.org/become-a-child-welfare-social-worker. What is child welfare social work? Childhood should be a happy time, filled with memories of warmth, love, and carefree times. Unfortunately, not every child is. Retrieved March 31, 2015 from http://www.bing.com/search?q=Child+Welfare+Social+Work+Careersqs=nform=QBLHpq=child+welfare+social+work+careerssc=0sp=1sk=cvid=d973557eab4640eb800fdf1ed3b9ee. Daulaire, N. (2012). The global health strategy of the department of health and human services: Building on the lessons of PEPFAR. Health Affairs, 31(7), 1573-7. Retrieved May 25, 2015 from http://search.proquest.com/docview/1027881787?accountid=39364.. Kiran, K. (2011). Child abuse and neglect. Journal of the Indian Society of Pedodontics and Preventive Dentistry, 29, 79-82. DOI: http://dx.doi.org/10.4103/0970-4388.90749. Retrieved May 12, 2015 from http://search.proquest.com.proxycampuslibrary.rockies.edu/docview/915645247/62DE496DBE934DB3PQ/13?accountid=39364. Mathews, B. (2014). Mandatory reporting laws and identification of child abuse and neglect: Consideration of differential maltreatment types, and a cross-jurisdictional analysis of child sexual abuse reports. Social Sciences, 3(3), 460-482. DOI: http://dx.doi.org/10.3390/socsci3030460. Retrieved May 12, 2015 from http://search.proquest.com.proxycampuslibrary.rockies.edu/docview/1615927520/62DE496DBE934DB. Mumpower, J. L. (2010). DISPROPORTIONALITY AT THE FRONT END OF THE CHILD WELFARE SERVICES SYSTEM: AN ANALYSIS OF RATES OF REFERRALS, HITS, MISSES, AND FALSE ALARMS. Journal of Health and Human Services Administration, 33(3), 364-405. Retrieved May 12, 2015 from http://search.proquest.com/docview/818931256?accountid=39364.3PQ/38?accountid=39364. Norman, R. E., Byambaa, M., De, R., Butchart, A., Scott, J., Vos, T. (2012). The long-term health consequences of child physical abuse, emotional abuse, and neglect: A systematic review and meta-analysis. PLoS Medicine, 9(11), e1001349. DOI: http://dx.doi.org/10.1371/journal.pmed.1001349. Retrieved May 18, 2015 from http://search.proquest.com.proxycampuslibrary.rockies.edu/docview/1288095836/9B8C184D898A41CEPQ/9?accountid=39364. Norris-Tirrell, D. (2014). THE CHANGING ROLE OF PRIVATE, NONPROFIT ORGANIZATIONS IN THE DEVELOPMENT AND DELIVERY OF HUMAN SERVICES IN THE UNITED STATES. Journal of Health and Human Services Administration, 37(3), 304-326. Retrieved May 12, 2015 from http://search.proquest.com/docview/1644728239?accountid=39364. Norris-Tirrell, D. (2010). INTRODUCTION TO THE SYMPOSIUM: NONPROFIT ORGANIZATIONS AS KEY PARTNERS IN THE DEVELOPMENT, DELIVERY AND EVALUATION OF HEALTH AND HUMAN SERVICES. Journal of Health and Human Services Administration, 32(4), 374-9. Retrieved May 25, 2015 from http://search.proquest.com/docview/366286120?accountid=39364. Palinkas, L. A., Holloway, I. W., Rice, E., Fuentes, D., Wu, Q., Chamberlain, P. (2011). Social networks and implementation of evidence-based practices in public youth-serving systems: A mixed-methods study. Implementation Science, 6, 113. DOI: http://dx.doi.org/10.1186/1748-5908-6-113. Retrieved May 25, 2015 from http://search.proquest.com.proxycampuslibrary.rockies.edu/docview/903976276/EFBF9FC159E247D5PQ/3?accountid=39364. Polinsky, M. L., Pion-Berlin, L., Williams, S., Long, T., Wolf, A. M. (2010). Preventing child abuse and neglect: A national evaluation of parent’s anonymous groups. Child Welfare, 89(6), 43-62. Retrieved May 12, 2015 from http://search.proquest.com/docview/865923677?accountid=39364. Raman, S., Maiese, M., Hurley, K., Greenfield, D. (2014). Addressing the clinical burden of child physical abuse and neglect in a large metropolitan region: Improving the evidence-base. Social Sciences, 3(4), 771-784. DOI: http://dx.doi.org/10.3390/socsci3040771. Retrieved May 18, 2015 from http://search.proquest.com.proxycampuslibrary.rockies.edu/docview/1645151563/9B8C184D898A41CEPQ/40?accountid=39364. Rymph, C. E. (2012). From â€Å"Economic Want† to â€Å"Family Pathology†: Foster Family Care, the New Deal, and the Emergence of a Public Child Welfare System. Journal of Policy History, 24(1), 7-25. DOI: 10.1017/S0898030611000352. Retrieved June 1, 2015 from http://web.b.ebscohost.com.proxy-campuslibrary.rockies.edu/ehost/pdfviewer/[emailprotected]vid=19hid=101. Saini, M. A., Black, T., Fallon, B., Marshall, A. (2013). Child custody disputes within the context of child protection investigations: Secondary analysis of the Canadian incident study of reported child abuse and neglect. Child Welfare, 92(1), 115-37. Retrieved May 12, 2015 from http://search.proquest.com/docview/1509394874?accountid=39364. Strolin-Goltzman, J., Kollar, S., Trinkle, J. (2010). Listening to the voices of children in foster care: youths speak out about child welfare workforce turnover and selection. Social Work, 55(1), 47-53.Retrieved March 31, 2015 from http://web.b.ebscohost.com.proxycampuslibrary.rockies.edu/ehost/detail/detail?vid=4[emailprotected]hid=109bdata=JkF1dGhUeXBlPWlwLHVybCx1aWQmc2l0ZT1laG9zdC1saXZl#db=aphAN=47234130.

New Reproduction Technologies :: essays research papers

During the debate on March 15, 2000 which discussed new reproductive technologies (NRTS) issues were raised regarding the positive and negative effects of NRTS. Issues raised by the advocates of NRTS were surrounding infertility, homosexuality, disease, and cloning. All of these factors raised were concerning the moral rights of individuals who were unable to have children of their own without the help of NRTS. The debate continued by stating that denying individuals the right to utilize NRTS was immoral and in effect discriminated against them due to their “unfavorable'; situation. In contrast, the opposition against NRTS raised very negative concerns which included the commercialization of human reproduction, quality control, generating waste products, and the rights of the pre-embryo. These issues suggest that through NRTS children were being commodified and the rights of the pre-embryo were being ignored. The debate generally focused on the rights of the individual, man or woman, versus the rights of the unborn child. The debate was very interesting which led me to look at the impact of NRTS at another angle. After examining the issues raised in the debate I was left questioning why NRTS exist in the first place? Whose interest do they serve? Who won/lost and what was at stake? The reason I am focusing on these issues is because while I was reading the NRTS articles something stuck in my mind. In What Price Parenthood? Social and Ethical Aspects of Reproductive Technology by Paul Lauritzen there are some issues covered which seem to be left out of the class debate. The societal pressures to utilize NRTS once they are presented to an individual are overwhelming. Paul Lauritzen raises issues regarding the social aspects of NRTS that I had never considered. I have therefore decided to further research the social impacts of NRTS. My essay has two objectives: first I would like to prove that no one has the moral right to engage in NRTS, it follows under the freedom of choice but it is not the “ri ght'; of an individual. Second I will debate whether, due to societal influences, any individual actually “chooses'; NRTS or if they are coerced.   Ã‚  Ã‚  Ã‚  Ã‚  Rejecting the claim that it is an individual’s moral right to engage in NRTS is based on the definition of a moral right. A moral right is an opportunity to choose an option that is available to everyone else. To deny a person the right to engage in an activity that every other person can do is morally wrong.

Jane Eyre :: essays papers

Jane Eyre Jane and Rochester Belong Together The overriding theme of Jane Eyre is Jane's continual quest for love. Jane searches for love and acceptance throughout the book. The intelligent, honest, plain-featured girl is forced to contend with oppression, inequality, and hardship. Jane's meets with a series of individuals who threaten her autonomy, but she maintains her principles of justice, human dignity, and morality, as well as her values of intellectual and emotional fulfillment. As a governess though, she is subject to economic and gender enslavement. Maturation and self-recognition become evident to the reader as Jane's journey pursues. However, it is not until Jane spends time at Moor House that her maturation is complete. Jane and Rochester, without a doubt, belong together. Jane needs only to discover this for herself. St. John emerges as the crucial character that helps Jane realize her destiny to be with Rochester. When Jane returns to Rochester, she is an independent woman, fully aware of her desire to love, as well as be loved. From their first meeting in Hay Lane, where Jane "bewitches" Rochester's horse, there is, between Jane and Rochester, an unspoken bond that slowly blossoms into true love and devotion. After what appears to be a brief engagement to the "honorable" Miss Blanche Ingram, whom everyone expects to marry Rochester, he mysteriously calls off the marriage plans and proposes to Jane. In his proposal to Jane, he bares his soul to her, allowing her to look, not into his eyes, but into his soul, where he reveals not the worldly exterior and miseries with which life has saddled him, but the true, pure being beneath. Rochester believes Jane to be his best earthly companion and the only woman who is his equal. Rochester's declaration of love and marriage proposal makes Jane exceedingly happy. Their relationship is alive with passion and the fiery union of two tormented souls imprisoned by Fate and the morals of their time. However, Jane worries about her financial inferiority. Jane hates the thought of marrying "above her station", as she does not want to feel that she somehow "owes" Rochester something. Her feelings and desires for Rochester are tightly bound with her feelings about her social position as well as her position as a woman. Jane tries to swallow her insecurities and continue with the plan to marry, but on their wedding day, Jane discovers Rochester is already married to a mad woman.

Genetically Modified Foods Essay -- GMOs, Genetically Modified Crops

Introduction Let’s face it, the term genetically modified (GM) foods is not the most appetizing word in the English language and neither is the term genetically engineered foods for that matter. Whether or not you realize it, you have consumed at least one product that contains genetically modified foods. These â€Å"modified foods† are hiding all over your supermarkets and in some instances, there is no way to tell just by looking at it. But, they have been around for more than two decades and it has helped to keep our food supply alive. The technological innovation that is genetically modified foods was first introduced during the early 1980s. It took nearly two decades of expensive research and development to move agricultural and food products from the lab and into your supermarkets (Weick & Walchi, 2002). The basic process of creating GM foods is to isolate the gene of a living organism and transfer them into a different living organism. This process is known as â€Å"recombinant DNA or gene technology† (Windley, 2008). This is done by cutting DNA from different organisms and joining them together. The loops of DNA that are naturally found in bacteria are cut with a restriction enzyme and then combined with a gene of interest. The technology allows plant breeders to produce crops with characteristics that can withstand diseases and insects. This paper will focus on the effects of genetically modified foods on producers, consumers, and the environment. I decided to choose this topic because it has always been a subject mentioned throughout many of my science courses. I have heard the term, but never fully understood what it meant or its impact on the world. By choosing this as my research paper topic, I know it will better my und... ...ture. MEDSURG Nursing, 11(5), 242-246. Retrieved from CINAHL Plus with Full Text. McCullum, C., Benbrook, C., Knowles, L., Roberts, S., & Schryver, T. (2003). Application of modern biotechnology to food and agriculture: Food systems perspective. Journal of Nutrition Education & Behavior, 35(6), 319-332. Retrieved from CINAHL Plus with Full Text. Weick,C.W., Walchli,S.B. (2002). Genetically engineered crops and foods: Back to the basics of technology diffusion. Technology in Society, 21(3), 265-283. Retrieved from Science Direct. Whitman, D. B. (2000, April). Genetically modified foods: Harmful or helpful? ProQuest. Retrieved April 2, 2012, from http://www.csa.com/discoveryguides/gmfood/overview.php Windley,S. (2008). Genetically Modified Foods. Pure Health MD.Retrieved April 3, 2012, from http://arch.ttu.edu/w/images/d/d8/Genetically_Modified_Foods.pdf

Cohesion and division in Australia during World War 2 Essay

Unlike the First World War which caused large social divisions within society over conflicting issues, Australia’s involvement in the Second World War served to create a sense of cohesion rather than division. There was a sense of national unity to provide support for Britain at the beginning of the war and as the threat of a Japanese invasion increased, so did this sense of unity. However as the war progressed, Australia became more independent from Britain and was prepared to act in its own interests to protect Australia. The general sense of cohesion was challenged by divisive elements such as the treatment of aliens, increase in federal power and the presence of the United States and Americans in Australia. However the inspiring leadership of John Curtin, public perception towards the war and the influence of government propaganda created stronger cohesion and unity despite the divisive factors. Australia’s initial involvement in the war was due to a sense of loyalt y to Great Britain as a member of the British Empire. Therefore when Great Britain declared war upon Germany on September 1st 1939, so too would Australia two days later. Supporting Britain in the war was viewed as Australia’s ‘melancholy duty’ and although it helped Australia’s economy and provided jobs for many as well as uniting many patriots including former and current soldiers, it also caused divisions in public opinion in regards to the war, especially those concerning conscription and opposition to the war. These members of society believed that the war was constitutionally wrong. Many of these divisive opinions were only present during the ‘phoney war’ period when Australia was not directly threatened by the war. However the fall and occupation of Singapore by the Japanese in 1942 as well as the failure of the Singapore Strategy, coupled with the bombing of Darwin destroyed any significant opposition towards the war and was a major turning point for Australia. The fall of Singapore and the threat of the Japanese invasion showed Australia the reality of the war and silenced many of the voices which previously spoke out against it; voices which now recognised the necessity of conscription and the war effort in order to defend Australia. Prior to the war, there was a constant debate and split opinions over the issue of conscription in the government. The new threat of the  Japanese enabled John Curtin to convince the various government parties, along with the majority of Australia’s population to accept limited conscription with an ease that would have been impossible during the First World War in order to defend Australia against the direct threat of the ‘Yellow Peril’. Curtin’s moderation and leadership served to unite Australians in a way which previous governments had failed in this time of crisis ‘It is now work and fight as we have never worked and fought before.’- John Curtin 1942. The threat of the Japanese also helped Australia realise how isolated it was in the pacific region and the marginal extent of Britain’s capacity to defend it given their preoccupation with the war in Europe. Curtin thus decided that Australia needed to place its own safety and defence first, putting Curtin at loggerheads with Churchill. Churchill wanted Australian soldiers to continue fighting in the war but Curtin insisted on their return to Australia, succeeding after much resistance from Churchill. Australia took one step further and accepted the Statute of Westminster Adoption Act in 1942 which enabled them to adopt their own foreign policy. Australia would then rely heavily on America instead of Britain because of how more readily equipped they were to deal with the growing tensions in the pacific region, resulting in a strained relationship between Great Britain and Australia. However this new alliance with America would cause strains and divisions in Australian society as the American presence increased in Australia. Australia’s new dependence on America resulted in a large influx of American soldiers to Australia and while Australian society was initially accepting and welcoming of their unorthodox culture, behaviours and morals, this quickly turned to contempt and created an unsavoury relationship between Australians and Americans whom they saw as being a bad influence on the women and youth of Australia. Australians regarded Americans as being, â€Å"overpaid, oversexed and over-here†. However, while this had the possibility to cause influential divides in society, Australians realised the necessity for the American presence in their country and the security they had provided, overruling any irritation felt towards them. The Australian war effort in the pacific regions had also served to amplify and fuel the ‘Anzac legend’ creating a national sense of pride and unity during the war. Australia’s involvement in the Second World War thus served to create a more independent Australia, in charge of its own  policies and decisions in foreign affairs, creating cohesion within society. Along with the American presence, Australia’s treatment of aliens also had the potential to cause considerable divisions. When war broke out, many foreigners, mostly Germans, and other ‘dangerous persons were made to prove their identity and placed under strict rules which they had to adhere to in order to live in Australia. However it was not the government, but the Australian opinion towards foreigners which threatened social divide. Come 1939 and the War, Australia still had a strong racist tinge and there was widespread unease and hostility towards many foreigners. The groups most subject to this racism were German Jews, others escaping the Nazi regime and Asian immigrants. Australians did not trust them and questioned their motives. Distinctions were eventually made between ‘refugee’ aliens and ‘enemy’ foreigners but their reaction to the arrival of foreigners in their country threatened the cohesion and peace in society by creating a divide between immigrants and Australians. Australia’s involvement in the war also affected the economy domestically with the need for rationing being introduced, as well as an increased female work force. As the war progressed, the governments control on the activity of Australians increased as the demands for the war increased. Queues began to form for commodities and shortages began to develop. The amount of fuel to be consumed by the public and business were also stringently controlled and the rationing of household commodities would begin in 1942. However Curtin and his government believed that the effects of the rationing would only serve to increase the resolve and discipline of Australians during this period of conflict, uniting them to work together as a nation to overcome these difficulties, deepening the cohesion within society and encouraging a more thorough commitment to the war effort. â€Å"The great challenge today is to each individual – not to the other fellow – to forget self and order his or her life for the welfare of the nation.† – John Curtin However there were some divisive elements to the rationing as black market goods such as liquor and other luxury goods flourished. Few Australians did not frequent the black market and to the trade union movement this fuelled their belief that sacrifices were not being made equally. Despite this, there was an overall sense of unity through the rationing as Australians banded together to overcome the tumultuous times. The increased female work force was due to  the ever growing amount of men being drafted into the military, creating vacant positions in various industries, with thousands working in factories making munitions. Others joined the Women’s Land Army which aided in overcoming serious labour shortages around the nation. These women played an important role in agriculture an d other industries, allowing many men to be available for active service. The presence of the women at work showed a strong ‘team-spirit’ in Australia to work together to support the nation creating a strong sense of cohesion. There was also possible division over the issue of the Federal government being granted more power to control the affairs of the nation. The demands of the war would affect every sector of the economy and it became necessary for the government to take more control with the most significant change being the taxes. In order to fund the war, the Federal government had to impose various taxes which would have been unheard of during times of peace. The number of taxpayers increased considerably from 800 000 to two million, which meant people with extremely low incomes were required to pay taxes. However the surprising part of this change was the lack of opposition to it. Under the National Security Act of 1939, the government was allowed to pass regulations without the government which allowed them to have significant control over Australian industry and the activities of Australians during the war. In normal circumstances there would be great resentment and resistance to the Federal governments increase in power but because of the war, Australians understood the unavoidable need for such a step to be taken. There was a growing public sense of the Federal government’s importance and in this way; it created an expanding sense of national identity with the Federal parliament becoming an important symbol of national unity. Therefore any divisions caused by the increase in power were merely superficial and insignificant when compared to the cohesion created because of it. Government propaganda also played a vital role in creating cohesion within Australia’s society during the war. Groups which opposed the war effort were banned such as Communists and Jehovah Witnesses in order to convince the public of the necessity for war. The internment of people of certain nationalities also helped to quash anti-war views. There were also many ‘anti-Japanese’ and ‘anti-German’ campaigns and posters. Such censorship and propaganda served to unite the public to support the government’s war effort, exploiting the patriotic nature of Australians and  sense of duty in order to garner support. Finally, Australia’s overall sense of unity and cohesion can be credited to the immense work of John Curtin during his tenure as Prime Minister of Australia during the Second World War. His decisiveness and inspirational leadership were the driving factors behind Australia’s war effort and the transition made from being Britain’s subordinate to becoming an independent nation. His changes in foreign policy and decision to bring the troops home united Australians and provided them with a new sense of identity and pride and he quickly gained support from a united nation. Australia’s involvement in the Second World War was a journey filled with many potentially divisive elements. However they were ultimately outweighed by the more cohesive ones. Australia was united through a sense of patriotism and national pride to support the war that was unseen during the First World War. The fear of the Japanese invasion created a more independent nation with a stronger international presence. The war also sparked the beginning for an influx of refugees into Australia, transforming it into a more multicultural nation. Australia’s involvement in the Second World War ultimately resulted in unifying Australians with a new and dynamic national identity.

Angels Demons Chapter 6-8

6 Sixty-four minutes had passed when an incredulous and slightly air-sick Robert Langdon stepped down the gangplank onto the sun-drenched runway. A crisp breeze rustled the lapels of his tweed jacket. The open space felt wonderful. He squinted out at the lush green valley rising to snowcapped peaks all around them. I'm dreaming, he told himself. Any minute now I'll be waking up. â€Å"Welcome to Switzerland,† the pilot said, yelling over the roar of the X-33's misted-fuel HEDM engines winding down behind them. Langdon checked his watch. It read 7:07 A.M. â€Å"You just crossed six time zones,† the pilot offered. â€Å"It's a little past 1 P.M. here.† Langdon reset his watch. â€Å"How do you feel?† He rubbed his stomach. â€Å"Like I've been eating Styrofoam.† The pilot nodded. â€Å"Altitude sickness. We were at sixty thousand feet. You're thirty percent lighter up there. Lucky we only did a puddle jump. If we'd gone to Tokyo I'd have taken her all the way up – a hundred miles. Now that'll get your insides rolling.† Langdon gave a wan nod and counted himself lucky. All things considered, the flight had been remarkably ordinary. Aside from a bone-crushing acceleration during take off, the plane's motion had been fairly typical – occasional minor turbulence, a few pressure changes as they'd climbed, but nothing at all to suggest they had been hurtling through space at the mind-numbing speed of 11,000 miles per hour. A handful of technicians scurried onto the runway to tend to the X-33. The pilot escorted Langdon to a black Peugeot sedan in a parking area beside the control tower. Moments later they were speeding down a paved road that stretched out across the valley floor. A faint cluster of buildings rose in the distance. Outside, the grassy plains tore by in a blur. Langdon watched in disbelief as the pilot pushed the speedometer up around 170 kilometers an hour – over 100 miles per hour. What is it with this guy and speed? he wondered. â€Å"Five kilometers to the lab,† the pilot said. â€Å"I'll have you there in two minutes.† Langdon searched in vain for a seat belt. Why not make it three and get us there alive? The car raced on. â€Å"Do you like Reba?† the pilot asked, jamming a cassette into the tape deck. A woman started singing. It's just the fear of being alone†¦ No fear here, Langdon thought absently. His female colleagues often ribbed him that his collection of museum-quality artifacts was nothing more than a transparent attempt to fill an empty home, a home they insisted would benefit greatly from the presence of a woman. Langdon always laughed it off, reminding them he already had three loves in his life – symbology, water polo, and bachelorhood – the latter being a freedom that enabled him to travel the world, sleep as late as he wanted, and enjoy quiet nights at home with a brandy and a good book. â€Å"We're like a small city,† the pilot said, pulling Langdon from his daydream. â€Å"Not just labs. We've got supermarkets, a hospital, even a cinema.† Langdon nodded blankly and looked out at the sprawling expanse of buildings rising before them. â€Å"In fact,† the pilot added, â€Å"we possess the largest machine on earth.† â€Å"Really?† Langdon scanned the countryside. â€Å"You won't see it out there, sir.† The pilot smiled. â€Å"It's buried six stories below the earth.† Langdon didn't have time to ask. Without warning the pilot jammed on the brakes. The car skidded to a stop outside a reinforced sentry booth. Langdon read the sign before them. Securite. Arretez He suddenly felt a wave of panic, realizing where he was. â€Å"My God! I didn't bring my passport!† â€Å"Passports are unnecessary,† the driver assured. â€Å"We have a standing arrangement with the Swiss government.† Langdon watched dumbfounded as his driver gave the guard an ID. The sentry ran it through an electronic authentication device. The machine flashed green. â€Å"Passenger name?† â€Å"Robert Langdon,† the driver replied. â€Å"Guest of?† â€Å"The director.† The sentry arched his eyebrows. He turned and checked a computer printout, verifying it against the data on his computer screen. Then he returned to the window. â€Å"Enjoy your stay, Mr. Langdon.† The car shot off again, accelerating another 200 yards around a sweeping rotary that led to the facility's main entrance. Looming before them was a rectangular, ultramodern structure of glass and steel. Langdon was amazed by the building's striking transparent design. He had always had a fond love of architecture. â€Å"The Glass Cathedral,† the escort offered. â€Å"A church?† â€Å"Hell, no. A church is the one thing we don't have. Physics is the religion around here. Use the Lord's name in vain all you like,† he laughed, â€Å"just don't slander any quarks or mesons.† Langdon sat bewildered as the driver swung the car around and brought it to a stop in front of the glass building. Quarks and mesons? No border control? Mach 15 jets? Who the hell are these guys? The engraved granite slab in front of the building bore the answer: CERN Conseil Europeen pour la Recherche Nucleaire â€Å"Nuclear Research?† Langdon asked, fairly certain his translation was correct. The driver did not answer. He was leaning forward, busily adjusting the car's cassette player. â€Å"This is your stop. The director will meet you at this entrance.† Langdon noted a man in a wheelchair exiting the building. He looked to be in his early sixties. Gaunt and totally bald with a sternly set jaw, he wore a white lab coat and dress shoes propped firmly on the wheelchair's footrest. Even at a distance his eyes looked lifeless – like two gray stones. â€Å"Is that him?† Langdon asked. The driver looked up. â€Å"Well, I'll be.† He turned and gave Langdon an ominous smile. â€Å"Speak of the devil.† Uncertain what to expect, Langdon stepped from the vehicle. The man in the wheelchair accelerated toward Langdon and offered a clammy hand. â€Å"Mr. Langdon? We spoke on the phone. My name is Maximilian Kohler.† 7 Maximilian Kohler, director general of CERN, was known behind his back as Konig – King. It was a title more of fear than reverence for the figure who ruled over his dominion from a wheelchair throne. Although few knew him personally, the horrific story of how he had been crippled was lore at CERN, and there were few there who blamed him for his bitterness†¦ nor for his sworn dedication to pure science. Langdon had only been in Kohler's presence a few moments and already sensed the director was a man who kept his distance. Langdon found himself practically jogging to keep up with Kohler's electric wheelchair as it sped silently toward the main entrance. The wheelchair was like none Langdon had ever seen – equipped with a bank of electronics including a multiline phone, a paging system, computer screen, even a small, detachable video camera. King Kohler's mobile command center. Langdon followed through a mechanical door into CERN's voluminous main lobby. The Glass Cathedral, Langdon mused, gazing upward toward heaven. Overhead, the bluish glass roof shimmered in the afternoon sun, casting rays of geometric patterns in the air and giving the room a sense of grandeur. Angular shadows fell like veins across the white tiled walls and down to the marble floors. The air smelled clean, sterile. A handful of scientists moved briskly about, their footsteps echoing in the resonant space. â€Å"This way, please, Mr. Langdon.† His voice sounded almost computerized. His accent was rigid and precise, like his stern features. Kohler coughed and wiped his mouth on a white handkerchief as he fixed his dead gray eyes on Langdon. â€Å"Please hurry.† His wheelchair seemed to leap across the tiled floor. Langdon followed past what seemed to be countless hallways branching off the main atrium. Every hallway was alive with activity. The scientists who saw Kohler seemed to stare in surprise, eyeing Langdon as if wondering who he must be to command such company. â€Å"I'm embarrassed to admit,† Langdon ventured, trying to make conversation, â€Å"that I've never heard of CERN.† â€Å"Not surprising,† Kohler replied, his clipped response sounding harshly efficient. â€Å"Most Americans do not see Europe as the world leader in scientific research. They see us as nothing but a quaint shopping district – an odd perception if you consider the nationalities of men like Einstein, Galileo, and Newton.† Langdon was unsure how to respond. He pulled the fax from his pocket. â€Å"This man in the photograph, can you – â€Å" Kohler cut him off with a wave of his hand. â€Å"Please. Not here. I am taking you to him now.† He held out his hand. â€Å"Perhaps I should take that.† Langdon handed over the fax and fell silently into step. Kohler took a sharp left and entered a wide hallway adorned with awards and commendations. A particularly large plaque dominated the entry. Langdon slowed to read the engraved bronze as they passed. ARS ELECTRONICA AWARD For Cultural Innovation in the Digital Age Awarded to Tim Berners Lee and CERN for the invention of the WORLDWIDE WEB Well I'll be damned, Langdon thought, reading the text. This guy wasn't kidding. Langdon had always thought of the Web as an American invention. Then again, his knowledge was limited to the site for his own book and the occasional on-line exploration of the Louvre or El Prado on his old Macintosh. â€Å"The Web,† Kohler said, coughing again and wiping his mouth, â€Å"began here as a network of in-house computer sites. It enabled scientists from different departments to share daily findings with one another. Of course, the entire world is under the impression the Web is U.S. technology.† Langdon followed down the hall. â€Å"Why not set the record straight?† Kohler shrugged, apparently disinterested. â€Å"A petty misconception over a petty technology. CERN is far greater than a global connection of computers. Our scientists produce miracles almost daily.† Langdon gave Kohler a questioning look. â€Å"Miracles?† The word â€Å"miracle† was certainly not part of the vocabulary around Harvard's Fairchild Science Building. Miracles were left for the School of Divinity. â€Å"You sound skeptical,† Kohler said. â€Å"I thought you were a religious symbologist. Do you not believe in miracles?† â€Å"I'm undecided on miracles,† Langdon said. Particularly those that take place in science labs. â€Å"Perhaps miracle is the wrong word. I was simply trying to speak your language.† â€Å"My language?† Langdon was suddenly uncomfortable. â€Å"Not to disappoint you, sir, but I study religious symbology – I'm an academic, not a priest.† Kohler slowed suddenly and turned, his gaze softening a bit. â€Å"Of course. How simple of me. One does not need to have cancer to analyze its symptoms.† Langdon had never heard it put quite that way. As they moved down the hallway, Kohler gave an accepting nod. â€Å"I suspect you and I will understand each other perfectly, Mr. Langdon.† Somehow Langdon doubted it. As the pair hurried on, Langdon began to sense a deep rumbling up ahead. The noise got more and more pronounced with every step, reverberating through the walls. It seemed to be coming from the end of the hallway in front of them. â€Å"What's that?† Langdon finally asked, having to yell. He felt like they were approaching an active volcano. â€Å"Free Fall Tube,† Kohler replied, his hollow voice cutting the air effortlessly. He offered no other explanation. Langdon didn't ask. He was exhausted, and Maximilian Kohler seemed disinterested in winning any hospitality awards. Langdon reminded himself why he was here. Illuminati. He assumed somewhere in this colossal facility was a body†¦ a body branded with a symbol he had just flown 3,000 miles to see. As they approached the end of the hall, the rumble became almost deafening, vibrating up through Langdon's soles. They rounded the bend, and a viewing gallery appeared on the right. Four thick-paned portals were embedded in a curved wall, like windows in a submarine. Langdon stopped and looked through one of the holes. Professor Robert Langdon had seen some strange things in his life, but this was the strangest. He blinked a few times, wondering if he was hallucinating. He was staring into an enormous circular chamber. Inside the chamber, floating as though weightless, were people. Three of them. One waved and did a somersault in midair. My God, he thought. I'm in the land of Oz. The floor of the room was a mesh grid, like a giant sheet of chicken wire. Visible beneath the grid was the metallic blur of a huge propeller. â€Å"Free fall tube,† Kohler said, stopping to wait for him. â€Å"Indoor skydiving. For stress relief. It's a vertical wind tunnel.† Langdon looked on in amazement. One of the free fallers, an obese woman, maneuvered toward the window. She was being buffeted by the air currents but grinned and flashed Langdon the thumbs-up sign. Langdon smiled weakly and returned the gesture, wondering if she knew it was the ancient phallic symbol for masculine virility. The heavyset woman, Langdon noticed, was the only one wearing what appeared to be a miniature parachute. The swathe of fabric billowed over her like a toy. â€Å"What's her little chute for?† Langdon asked Kohler. â€Å"It can't be more than a yard in diameter.† â€Å"Friction,† Kohler said. â€Å"Decreases her aerodynamics so the fan can lift her.† He started down the the corridor again. â€Å"One square yard of drag will slow a falling body almost twenty percent.† Langdon nodded blankly. He never suspected that later that night, in a country hundreds of miles away, the information would save his life. 8 When Kohler and Langdon emerged from the rear of CERN's main complex into the stark Swiss sunlight, Langdon felt as if he'd been transported home. The scene before him looked like an Ivy League campus. A grassy slope cascaded downward onto an expansive lowlands where clusters of sugar maples dotted quadrangles bordered by brick dormitories and footpaths. Scholarly looking individuals with stacks of books hustled in and out of buildings. As if to accentuate the collegiate atmosphere, two longhaired hippies hurled a Frisbee back and forth while enjoying Mahler's Fourth Symphony blaring from a dorm window. â€Å"These are our residential dorms,† Kohler explained as he accelerated his wheelchair down the path toward the buildings. â€Å"We have over three thousand physicists here. CERN single-handedly employs more than half of the world's particle physicists – the brightest minds on earth – Germans, Japanese, Italians, Dutch, you name it. Our physicists represent over five hundred universities and sixty nationalities.† Langdon was amazed. â€Å"How do they all communicate?† â€Å"English, of course. The universal language of science.† Langdon had always heard math was the universal language of science, but he was too tired to argue. He dutifully followed Kohler down the path. Halfway to the bottom, a young man jogged by. His T-shirt proclaimed the message: NO GUT, NO GLORY! Langdon looked after him, mystified. â€Å"Gut?† â€Å"General Unified Theory.† Kohler quipped. â€Å"The theory of everything.† â€Å"I see,† Langdon said, not seeing at all. â€Å"Are you familiar with particle physics, Mr. Langdon?† Langdon shrugged. â€Å"I'm familiar with general physics – falling bodies, that sort of thing.† His years of high-diving experience had given him a profound respect for the awesome power of gravitational acceleration. â€Å"Particle physics is the study of atoms, isn't it?† Kohler shook his head. â€Å"Atoms look like planets compared to what we deal with. Our interests lie with an atom's nucleus – a mere ten-thousandth the size of the whole.† He coughed again, sounding sick. â€Å"The men and women of CERN are here to find answers to the same questions man has been asking since the beginning of time. Where did we come from? What are we made of?† â€Å"And these answers are in a physics lab?† â€Å"You sound surprised.† â€Å"I am. The questions seem spiritual.† â€Å"Mr. Langdon, all questions were once spiritual. Since the beginning of time, spirituality and religion have been called on to fill in the gaps that science did not understand. The rising and setting of the sun was once attributed to Helios and a flaming chariot. Earthquakes and tidal waves were the wrath of Poseidon. Science has now proven those gods to be false idols. Soon all Gods will be proven to be false idols. Science has now provided answers to almost every question man can ask. There are only a few questions left, and they are the esoteric ones. Where do we come from? What are we doing here? What is the meaning of life and the universe?† Langdon was amazed. â€Å"And these are questions CERN is trying to answer?† â€Å"Correction. These are questions we are answering.† Langdon fell silent as the two men wound through the residential quadrangles. As they walked, a Frisbee sailed overhead and skidded to a stop directly in front of them. Kohler ignored it and kept going. A voice called out from across the quad. â€Å"S'il vous plat!† Langdon looked over. An elderly white-haired man in a College Paris sweatshirt waved to him. Langdon picked up the Frisbee and expertly threw it back. The old man caught it on one finger and bounced it a few times before whipping it over his shoulder to his partner. â€Å"Merci!† he called to Langdon. â€Å"Congratulations,† Kohler said when Langdon finally caught up. â€Å"You just played toss with a Noble prize-winner, Georges Charpak, inventor of the multiwire proportional chamber.† Langdon nodded. My lucky day. It took Langdon and Kohler three more minutes to reach their destination – a large, well-kept dormitory sitting in a grove of aspens. Compared to the other dorms, this structure seemed luxurious. The carved stone sign in front read Building C. Imaginative title, Langdon thought. But despite its sterile name, Building C appealed to Langdon's sense of architectural style – conservative and solid. It had a red brick facade, an ornate balustrade, and sat framed by sculpted symmetrical hedges. As the two men ascended the stone path toward the entry, they passed under a gateway formed by a pair of marble columns. Someone had put a sticky-note on one of them. This column is Ionic Physicist graffiti? Langdon mused, eyeing the column and chuckling to himself. â€Å"I'm relieved to see that even brilliant physicists make mistakes.† Kohler looked over. â€Å"What do you mean?† â€Å"Whoever wrote that note made a mistake. That column isn't Ionic. Ionic columns are uniform in width. That one's tapered. It's Doric – the Greek counterpart. A common mistake.† Kohler did not smile. â€Å"The author meant it as a joke, Mr. Langdon. Ionic means containing ions – electrically charged particles. Most objects contain them.† Langdon looked back at the column and groaned. Langdon was still feeling stupid when he stepped from the elevator on the top floor of Building C. He followed Kohler down a well-appointed corridor. The decor was unexpected – traditional colonial French – a cherry divan, porcelain floor vase, and scrolled woodwork. â€Å"We like to keep our tenured scientists comfortable,† Kohler explained. Evidently, Langdon thought. â€Å"So the man in the fax lived up here? One of your upper-level employees?† â€Å"Quite,† Kohler said. â€Å"He missed a meeting with me this morning and did not answer his page. I came up here to locate him and found him dead in his living room.† Langdon felt a sudden chill realizing that he was about to see a dead body. His stomach had never been particularly stalwart. It was a weakness he'd discovered as an art student when the teacher informed the class that Leonardo da Vinci had gained his expertise in the human form by exhuming corpses and dissecting their musculature. Kohler led the way to the far end of the hallway. There was a single door. â€Å"The Penthouse, as you would say,† Kohler announced, dabbing a bead of perspiration from his forehead. Langdon eyed the lone oak door before them. The name plate read: Leonardo Vetra â€Å"Leonardo Vetra,† Kohler said, â€Å"would have been fifty-eight next week. He was one of the most brilliant scientists of our time. His death is a profound loss for science.† For an instant Langdon thought he sensed emotion in Kohler's hardened face. But as quickly as it had come, it was gone. Kohler reached in his pocket and began sifting through a large key ring. An odd thought suddenly occurred to Langdon. The building seemed deserted. â€Å"Where is everyone?† he asked. The lack of activity was hardly what he expected considering they were about to enter a murder scene. â€Å"The residents are in their labs,† Kohler replied, finding the key. â€Å"I mean the police,† Langdon clarified. â€Å"Have they left already?† Kohler paused, his key halfway into the lock. â€Å"Police?† Langdon's eyes met the director's. â€Å"Police. You sent me a fax of a homicide. You must have called the police.† â€Å"I most certainly have not.† â€Å"What?† Kohler's gray eyes sharpened. â€Å"The situation is complex, Mr. Langdon.† Langdon felt a wave of apprehension. â€Å"But†¦ certainly someone else knows about this!† â€Å"Yes. Leonardo's adopted daughter. She is also a physicist here at CERN. She and her father share a lab. They are partners. Ms. Vetra has been away this week doing field research. I have notified her of her father's death, and she is returning as we speak.† â€Å"But a man has been murd – â€Å" â€Å"A formal investigation,† Kohler said, his voice firm, â€Å"will take place. However, it will most certainly involve a search of Vetra's lab, a space he and his daughter hold most private. Therefore, it will wait until Ms. Vetra has arrived. I feel I owe her at least that modicum of discretion.† Kohler turned the key. As the door swung open, a blast of icy air hissed into the hall and hit Langdon in the face. He fell back in bewilderment. He was gazing across the threshold of an alien world. The flat before him was immersed in a thick, white fog. The mist swirled in smoky vortexes around the furniture and shrouded the room in opaque haze. â€Å"What the†¦?† Langdon stammered. â€Å"Freon cooling system,† Kohler replied. â€Å"I chilled the flat to preserve the body.† Langdon buttoned his tweed jacket against the cold. I'm in Oz, he thought. And I forgot my magic slippers.

Drinking culture Essay

Alcohol marketing is a global phenomenon, in which an increasingly small number of companies spend considerable sums to establish and embed their brands in the lives and lifestyles of populations. Market research data offers insight into the size and extent of the global alcohol trade, and the magnitude of alcohol advertising expenditures. Recent examples of alcohol marketing in a variety of national contexts illustrate the techniques used by the global companies. The effects of this marketing on young people are described in reviews of recent research studies on youth exposure to alcohol marketing and the effects of that exposure, interpretive models to explain the effects of alcohol marketing on young people, whether alcohol advertising targets young people, and assessments of the effectiveness of regulatory restrictions on marketing and other countermeasures. Despite the failure of public health research to keep pace with newly developing marketing technologies, there is a growing body of evidence that alcohol marketing influences young people’s drinking behavior. Measures to reduce that impact should be considered by national governments seeking to limit the public health burden caused by harmful use of alcohol. KEY WORDS: alcohol, advertising, youth, globalization, marketing. AUTHOR ’ S NOTE : Support for development of an earlier version of this paper was provided by the World Health Organization.  © 2010 by Federal Legal Publications, Inc. 58 GLOBAL ALCOHOL MARKETING From a public health perspective, alcohol marketing matters. While there is tremendous diversity in the kinds of alcohol available throughout the world, from communally-produced traditional beverages to globalized mass consumer products, the globalized beverages play a particular role. They are, of their essence, marketed products, and as such are often the most visible manifestation of alcoholic beverages in a society. In this sense they lead the market for alcoholic beverages, providing an affordable badge of participation in western culture. As socioeconomic status rises in a developing nation, the likelihood of using these products tends to increase, along with western cultural orientation (Eide, Acuda, & Roysamb, 1998). Globalized alcoholic beverages are branded products, and benefit from the latest developments in marketing technology designed to embed the brand in the lives and minds of the target consumers (Aaker, 1996). Branding and marketing knowledge are critical to their globalization because, according to one researcher working from the standpoint of the survival of global firms, â€Å"in non-science-based industries such as alcoholic beverages .. . brands and marketing knowledge rather than technological innovation are central in explaining the growth and survival of multinational firms† (Lopes, 2003). Using this marketing knowledge, the global brands gain ubiquity through traditional media, sponsorships, and on-premise promotions, as well as â€Å"new media† such as mobile phones, podcasting, and the Internet. Both research on the health effects of this marketing activity and public health responses to mitigate those effects are hard pressed to keep up with the industry’s pace of innovation. Given this situation, this article reviews the shape and size of the global supply of marketed alcoholic beverages, describes some of the forms this marketing is taking in developed and developing societies, summarizes research on the effects of that marketing, and then outlines possible public health policy responses. 59 The global alcohol market: An overview According to Impact Databank, a leading market research firm serving the alcoholic beverage industry, premium globalized (branded) spirits account for approximately 44% of the total spirits products available around the world (Banaag, 2009). The alcohol industry funded International Center for Alcohol Policies reports that branded beer accounts for at least 38% of globally-available beer, and branded wine makes up at least 27% of the global wine supply (International Center for Alcohol Policies, 2006). Global value of the branded sector is unknown; however, sales volume of a single market—the United States—was estimated at $154. 9 billion in 2004 (Adams Beverage Group, 2005). Advertising expenditures (on broadcast, in print, and out-of-home) in that market in 2005 were $2 billion (Center on Alcohol Marketing and Youth, 2007b). According to the U. S. Federal Trade Commission, total alcohol marketing expenditures in the United States are approximately double this figure, with the remainder spent on â€Å"unmeasured† marketing activities such as sponsorships, product placements, campus promotions, and point-ofpurchase advertising (Federal Trade Commission, 2008). According to Adams Beverage Group, another industry market research firm, spirits and beer marketing account for more than 93% of measured alcohol advertising expenses in the United States. These two sectors likely dominate in the rest of the world as well, and this section will focus on the activities of global marketers in these two categories. Within the global beer and spirits industries, a small number of companies dominate. As of 2007, 44. 9% of global branded spirits were marketed by the ten largest companies, as shown in Table 1. High levels of concentration have been the rule in this segment of the industry since at least 1991 (Jernigan, 2009), through multiple waves of mergers that have increased the size of the top five companies (now with a market share of approximately 36%) relative to the rest of the market. * 60 GLOBAL ALCOHOL MARKETING TABLE 1 Ten largest global distilled spirits companies, 2006 and 2007 *Not in the top 10 in 2006. SOURCES: Impact Databank 2008a, Impact Databank, 2008c. TABLE 2 Ten largest brewers, 1979/80 and 2007 *Not in the top 10 in 1979/80. SOURCE: Cavanagh and Clairmonte, 1985; Impact Databank 2008b) 61 The majority of the market share for globally-branded beer, in contrast, has only recently concentrated in the hands of the ten largest brewers. The five leading brewers directly control more than half of the global market as estimated by Impact. As of 2008, concentrating and combining continue: InBev recently acquired Anheuser-Busch, which in turn has the majority ownership stake in Grupo Modelo but does not have management control, and which also owns 27% of Qingdao; while SABMiller merged with Molson Coors to form MillerCoors. (Market share information after these mergers is not available at this writing—Table 2 reflects the most recent data available. ) According to Advertising Age, six of these alcoholic beverage producers are among the world’s 100 largest advertisers (Wentz, 2007). As Table 3 shows, the spending of these companies is heavily concentrated in the United States and Europe. Global advertising expenditures of these six companies alone totaled more than $2 billion in 2006. Advertising Age’s figures are probably not complete, and they do not add spending of wholly- or majority-owned subsidiaries into the spending of the parent company. The publication provides data on advertising spending in 86 countries, but only provides the top 100 globally, and the top 10 spenders by country. As shown in Table 4, the leading companies or their subsidiaries are among the top 10 in 15 of the 86 countries—12 developing countries, one emerging market, and two developed nations. The shape of contemporary alcohol marketing As branded products, alcoholic beverages build their identities with a complex mix of marketing technologies. As a leading marketing theorist has written, â€Å"The presence of a brand (or even the attitudes held toward it) can serve to define a person with respect to others† so that the â€Å"brand becomes an exten- 62 TABLE 3 GLOBAL ALCOHOL MARKETING World’s largest alcoholic beverage advertisers and their advertising expenditures by region, 2006 SOURCE: Wentz, 2007. Other includes Canada, Africa and the Middle East. TABLE 3 Alcohol marketers among the ten largest advertisers in a country, by region, 2006 63 SOURCE: Wentz. 2007. The Shape of Contemporary Alcohol Marketing. 64 GLOBAL ALCOHOL MARKETING sion or an integral part of the self† (Aaker, 1996). Marketers accomplish this extension of the self by embedding brands in the lives and lifestyles of the target consumers, positioning them as an integral part of cultural and sporting events, as well as cultures, lifestyles, and even value systems (Fleming & Zwiebach, 1999; Klein, 1999). The mix of technologies employed to accomplish this include traditional advertising as well as sponsorships, sweepstakes, couponing, product placement, new product development, point-of-purchase materials and promotions, person-to-person and viral marketing, distribution and sale of branded merchandise, and the use of new and emerging technologies such as mobile phones and the Internet. The advertising spending figures above are for traditional or â€Å"measured† advertising activity alone. In this arena, alcohol marketing gains enormous exposure to the population, both that of legal drinking ages and below that age. Researchers in China have estimated that a city-dwelling young person who watches an average of 2 hours of evening television will see more than 900 alcohol ads a year (Zhang, 2004). In Australia, a Curtin University research group used advertising industry data to compare the exposure of underage and young adult drinkers to alcohol advertising on television. The researchers found that 13- to 17-year-olds were exposed to the same level of alcohol advertising as 18- to 24-year-olds (the legal drinking age in Australia is 18), and that 90% of alcohol ads, mostly for beer and premixed â€Å"alcopop† drinks, were screened when more than 25% of the viewing audience was underage (MacNamara, 2006). In Spain, researchers analyzed alcohol advertising in youthfocused written mass media from 2002 to 2006. The study found that alcohol advertising comprised 3. 8% of all magazine advertising and 8. 6% of the advertising in magazines which permitted alcohol advertising in their pages. Three out of six youth-oriented magazines identified permitted alcohol advertising (Montes-Santiago, Muniz, & Bazlomba, 2007). 65 In the United States, the Center on Alcohol Marketing and Youth at Georgetown University has also used market research databases to find, for example, that U. S. television advertising for alcohol in 2007 reached 96% of the adult population (defined in the U. S. as those 21 and over) an average of 446 times. At the same time, the advertising reached 89% of youth under the legal drinking age (i. e. , ages 12 to 20) an average of 436 times (Center on Alcohol Marketing and Youth, 2008). Magazine advertising for alcohol in 2006 reached 94% of the adult population an average of 77 times, and 90% of youth (ages 12 to 20) 89 times (Center on Alcohol Marketing and Youth, 2007a). On radio, analysis of a sample of 67,404 airings of advertisements for the 25 leading brands of alcohol found that nearly half (49%) of the advertisements were placed in programming with disproportionate numbers of listeners below the legal drinking age, while 14% of the placements violated the 30% voluntary maximum for youth audience composition set by alcohol industry trade associations (Jernigan, Ostroff, Ross, Naimi, & Brewer, 2006). Because of disparities in access to health care, youth of Hispanic and African heritage in the U. S. are at higher risk of alcohol problems if they drink (Galvan & Caetano, 2003). They are also often exposed to substantially more alcohol advertising than youth in general: In English-language national magazines in 2004, Hispanic youth saw 20% more advertising per capita and African-American youth were exposed to 34% more alcohol advertising per capita than was the average for youth in general (Center on Alcohol Marketing and Youth, 2005b; Center on Alcohol Marketing and Youth, 2006). Analysis of Nielson television ratings data from September 1998 to February 2002 confirmed that young African-American males (ages 6 to 17) were exposed to 31% more alcohol advertising on television than white youth, and that young AfricanAmerican females were exposed to 77% more television advertising for alcohol than their white peers. Furthermore, the racial differences in levels of exposure appeared to be increasing over time (Ringel, Collins, & Ellickson, 2006). 66 GLOBAL ALCOHOL MARKETING. As stated above, this â€Å"measured† marketing activity is only a fraction of what the global alcohol marketers spend each year. According to Klein (1999), in the early 1990s the amount of money spent by marketers on â€Å"unmeasured† activities increased dramatically. In 2008, the U. S. Federal Trade Commission (FTC) reported for the first time on the measured and unmeasured marketing expenditures of 12 of the largest companies, accounting for approximately 73% of sales of alcohol in the U. S (Federal Trade Commission, 2008). According to the FTC, these manufacturers spent 44% of their marketing dollars on the traditional measured media of print, radio, television and outdoor. Other significant categories included point-of-sale advertising and promotions (18. 8%), sponsorship of sporting events, sports teams or individual athletes (10. 9%), and promotional allowances to wholesalers and retailers (7. 5%). The balance between measured and unmeasured activities may vary by company as well: In its 2005 Annual Report, Diageo reported spending ? 1,023 million ($1,760 million) on marketing, far more than the $409 million reported by Advertising Age as its expenditure on advertising for 2004. Alcohol companies typically employ a mix of unmeasured activities, tailored to the brand as well as to the cultural, religious and regulatory context. For example, sponsorship is a huge area of activity. Within this category, sponsorship of sporting events is widespread. Anheuser-Busch, for instance, sponsors the FIFA World Cup, while nearly every team in World Cup competition has an alcohol sponsor. In fact, Anheuser-Busch is the second highest spender on sponsorships in the U. S. , behind PepsiCo, Inc. , spending $260-265 million in 2004 (Sparks, Dewhirst, Jette, & Schweinbenz, 2005). Beer company sponsorship of sports in China is increasing, with Anheuser-Busch sponsoring the Budweiser University League Soccer Games, amateur soccer tournaments, the 2004 Chinese Olympic Team, and the 2008 Beijing Olympic Games, while Heineken sponsors the Heineken Open Shanghai tennis tournament (Sparks et al. , 2005). 67 Such sponsorships increase the televised visibility for alcohol brands. Various researchers in the U. S. have monitored alcohol advertising during televised sporting events every five years since 1990-1992. The most recent study, covering the years 2000-2002, found an increase from 10 years earlier in the number of alcohol commercials airing during professional sports telecasts, the appearance of ads for â€Å"alcopops† only during college sporting events, as well as substantial numbers of alcohol-themed on-screen graphics such as â€Å"Bud Play of the Day† or â€Å"Busch Racing Leaders† appearing at the same time that the amount of alcohol signage within stadiums themselves has declined (Zwarun, 2006). Sports are not the only events receiving sponsorship dollars from alcohol producers. For example, the two leading breweries in Nigeria—one controlled by Guinness/Diageo, the other by Heineken—sponsor the National Annual Essay Competition, fashion shows and beauty contests on university campuses, university sporting events, musical segments of radio programs, radio call-in shows about particular alcohol brands in which correct answers win prizes, tours of foreign musical stars, and end-of-year carnivals at beaches or in parks (Jernigan & Obot, 2006). Faced with marketing restrictions, alcohol producers have also carried their alcohol brand names into other areas, such as the Carlsberg Hot Trax stores selling comic books, sports trading cards, and compact disks in Malaysia in the mid-1990s (Jernigan, 1997). Point-of-purchase is another important form of marketing. Researchers in the United States studied 3,961 retail outlets selling alcohol in 329 communities across the country. The majority of the stores (94%) had some form of point-ofpurchase alcohol marketing, while close to half (44%) had interior alcohol marketing materials placed at low heights, that is, within 3. 5 feet of the floor, where it would be more likely to be seen by children and adolescents than by adults (TerryMcElrath et al. , 2003). 68 GLOBAL ALCOHOL MARKETING Product placement in film and television is another means to increase the visibility of alcohol brands. According to Anheuser-Busch’s website, in the past 20 years it has placed its products in Wedding Crashers, Batman Begins, Seabiscuit, Spider Man, Oceans Eleven, Terminator 3, Dodgeball, Collateral, Good Will Hunting, As Good As It Gets, Jerry Maguire, Children of a Lesser God, Mission Impossible, Ace Ventura: Pet Detective, Forrest Gump, The Silence of the Lambs, Platoon, Dirty Dancing, Working Girl, Top Gun, Rain Man, Erin Brockovich, and Close Encounters of the Third Kind. These placements ripple into theaters all over the world, and then onto television, where they promote alcohol brands even in markets with restrictions on broadcast advertising of alcohol. Product placement has also become common in popular music, particularly rap and hip-hop. A recent study of alcohol mentions in rap music found that from 1979 to 1997 such references increased five-fold, with a particular increase in appearances of liquor and champagne brands after 1994. From 1994 to 1997, 71% of the rap songs that mentioned alcohol in this study’s sample named a specific alcohol brand (Herd, 2005). Content analysis of 1,000 of the most popular songs from 1996 and 1997 revealed that this phenomenon is far more pronounced in rap music (47% of rap songs in the sample studied had alcohol references) than in country-western (13%), top 40 (12%), alternative rock (10%) or heavy metal (4%) (Roberts, 1999). These mentions were not always paid placements, but some certainly were according to news reports (Campbell, 2006). In Africa, Diageo went one step further than product placement in films. In 1999, the company introduced a fictional spokesman, Michael Power, for its Guinness Stout brand. Power appeared in billboards and in a series of mini-adventures on radio and television, culminating in a starring role in a full-length feature film, Critical Assignment, which Diageo offered for free throughout the continent, spending $42. 4 million on the brand in 2003 alone. The company’s commercial director for Africa credited this campaign with increasing sales of Guinness in Africa by 10% in 2003, five times the 69 increase the brand enjoyed worldwide that year (Jernigan & Obot, 2006). Mobile phones are a new frontier for alcohol marketing. Market research firms estimate that by 2010, spending on mobile phone advertising and marketing will total â‚ ¬700 million in Europe and $1. 3 billion in the United States (Pfanner, 2006). According to Advertising Age, 81% of 18 to 21 year-olds, 68% of 16 to 17 year-olds, and 49% of 13 to 15 year-olds in the United States have cell phones, with the latter group the most likely to use their phones to participate in TV or radio polls, purchase ringtones, play games, and send text messages. Despite these statistics, Anheuser-Busch recently announced its intention to broadcast 18 ads per hour in programming from ESPN, Fox, ABC, and MSNBC distributed over MobiTV’s 30 channels of programming for cell phone users (Mullman, 2006). For years, in the United States Anheuser-Busch has run its own sports programming production unit, filming sporting events that feature the company’s logo prominently for broadcast on commercial outlets such as ESPN (Buchanan & Lev, 1989). In August 2006, the company announced the establishment of its own entertainment programming production unit to produce humorous shorts and sitcom-type programs. The company announced a new distribution channel for this programming in September 2006, â€Å"BudTV,† a new on-line entertainment network that would carry at least six types of programming, including comedy, reality, sports, and talk. According to company vice president Anthony T. Ponturo, going forward â€Å"the Internet will be equal to or better than television,† particularly in reaching the company’s target audience of males 21 to 34 (Elliott, 2006). The company announced it would double its annual spending on Internet advertising, to an estimated $90 million. Alcohol marketing on the web easily transcends national boundaries (and regulations). Research in the U. S. has found 70 GLOBAL ALCOHOL MARKETING large numbers of underage persons making in-depth visits (i. e. , visits beyond the age verification screens at the front end of many alcohol Web sites) to branded alcohol Web sites (Center on Alcohol Marketing and Youth, 2004). According to a survey of alcohol Web sites in 2003, the sites were filled with â€Å"sticky content† that may be attractive in particular to youth: video games, downloadable audio and video files and screensavers, make-your-own-music-video features, opportunities to create an online avatar and interact with others, practical joke postcards, and humorous customizable e-mail features that have the advantage of turning users into marketers, engaging in â€Å"viral† marketing that makes them inadvertent promoters of the brand to their friends by sending branded ecards and the like. Evidence of the effects of this marketing on youth When the U. S. Federal Trade Commission looked at the issue of alcohol advertising and youth in 1999, it concluded that â€Å"while many factors may influence an underage person’s drinking decisions, including among other things parents, peers and media, there is reason to believe that advertising also plays a role† (Federal Trade Commission, 1999). In 2000, a special report to the U. S. Congress on alcohol decried the lack of longitudinal studies assessing the effects of alcohol advertising on young people’s drinking behavior, and concluded that, â€Å"survey studies provide some evidence that alcohol advertising may influence drinking beliefs and behaviors among children and adolescents. This evidence, however, is far from conclusive† (U. S. Department of Health and Human Services, 2000). The intervening years, however, have witnessed an outpouring of new studies, looking particularly at alcohol advertising’s impact on youth. The most recent systematic review identified 13 longitudinal studies published in peer-reviewed literature, following up a total of more than 38,000 young people. The 71 review concluded that these studies consistently suggest that exposure to media and commercial communications about alcohol is associated with a greater likelihood that adolescents will initiate alcohol consumption, or drink more if they are already drinking at baseline (Anderson, De Bruijn, Angus, Gordon, & Hastings, 2009). Beyond documenting youth exposure to alcohol marketing (described above) and quantifying the effects of that exposure (this literature has been systematically reviewed three times in recent years—see Hastings, Anderson, Cooke, & Gordon, 2005; Smith & Foxcroft, 2007; Anderson et al. , 2009), researchers have also sought to develop interpretive models to explain the effects of alcohol marketing on young people, to assess whether alcohol advertising targets young people, and to quantify the effectiveness of regulatory restrictions on marketing and other countermeasures. The following sections will review developments since 2004 in each of these three categories. Interpretive If alcohol advertising affects young people’s decision making models regarding alcohol use, how does this occur? Early work on alcohol advertising and youth tended to rest on a simple theoretical basis: Exposure to alcohol advertising influences youth drinking behavior. However, more recent studies have pointed to the importance of alcohol advertising in shaping youth attitudes, perceptions and, particularly, expectancies about alcohol use, which then influence youth decisions to drink. Thus, in addition to measuring exposure and drinking behavior, researchers have increasingly included measures of attitudes and expectancies about alcohol use, integrating these variables into media effects models. For example, the Message Interpretation Process (MIP) model posits that children process media messages using a combination of logic and emotion or wishful thinking, and that the latter may override the former, a viewpoint consistent with the neurobiological evidence described above. In the case of alcohol advertising, the MIP model has been shown in cross-sectional research to suggest a cognitive progression from liking of alcohol ads (an 72 GLOBAL ALCOHOL MARKETING affective response associated with the desirability of portrayals in the ads and a resulting identification with characters in the ads) to positive expectancies about alcohol use, to intentions to drink or actual drinking among young people (Austin & Knaus, 2000; Austin, Pinkleton, & Fujioka, 2000). What young people appear to like in alcohol advertising is elements of humor and story, with somewhat less appreciation of music, animal characters, and people characters. Liking of these elements significantly contributed the overall likeability of specific advertisements, and then to greater likelihood of intent to purchase the product and brand advertised (Chen, Grube, Benjamin, & Keefe, 2005 ). The same study also found that young people are not interested in alcohol advertising stressing product attributes or discouraging underage drinking, and exposure to these was associated with less desire to purchase the product. Testing of the MIP model on cohorts of young people (defined as ages 15 to 20) and young adults (ages 21 to 29) provided further evidence of the validity of this model for describing youth decision-making processes. While exposure to alcohol advertising shaped attitudes and perceptions about alcohol use among both cohorts, these attitudes and perceptions predicted only the young people’s positive expectancies about alcohol and intentions to drink, but did not affect the young adults’ expectancies and alcohol consumption (Fleming, Thorson, & Atkin, 2004). While improved specification of the model of how alcohol advertising may affect young people’s drinking has in turn strengthened the statistical relationships found in this body of research, the studies thus far have continued to be hindered by their cross-sectional designs, which render conjectures about causality more difficult than longitudinal surveys. The fourth group funded by the NIAAA to study alcohol advertising and youth is focused on this question of how young people’s interpretive processes might explain the influence of alcohol advertising on them. A cross-sectional analysis of the first 73 wave of data collection from the study confirmed that adolescents progressively internalize messages about alcohol, and that these messages affect their drinking behaviors. Subjects who watched more primetime television found portrayals of alcohol in alcohol advertising more desirable, and showed greater desire to emulate the persons in the ads. These were associated with more positive expectancies about alcohol use, which then positively predicted liking beer brands as well as alcohol use (Austin, Austin, & Grube, 2006). Early analysis of longitudinal data from the work of this research group has revealed a positive relationship between liking of alcohol ads at baseline and alcohol consumption over a follow-up period of three years, among a cohort of 9- to 16year-olds from nine counties in the San Francisco Bay Area. The effects of liking the ads were mediated through expectancies about alcohol use, as well as through normative effects of the exposure to alcohol advertising. Young people who liked alcohol advertising not only believed that positive consequences of drinking were more likely, but also were more likely to believe that their peers drank more frequently, and that their peers approved more of drinking. All these beliefs interacted to produce greater likelihood of drinking, or of intention to drink within the next year. Furthermore, the causal arrows all pointed in one direction—that is, positive expectancies about alcohol use did not predict greater liking of the alcohol ads, nor did assumptions about peer drinking or peer opinions of drinking (Chen & Grube 2004). While most alcohol advertising on television is for alcohol products, alcohol companies also place substantial amounts of what are dubbed â€Å"responsibility† ads, which may discourage drunk driving or underage drinking, or otherwise encourage people to use alcohol responsibly and in moderation. According to the Center on Alcohol Marketing and Youth, from 2001 to 2003 alcohol companies placed 21,461 such ads, compared with 761,347 product ads. Youth were substantially more likely to be exposed to product than to responsibility 74 GLOBAL ALCOHOL MARKETING ads: in 2003, they were 96 times more likely to see a product ad than an industry-funded ad about underage drinking, and 43 times more likely to see a product ad than an industry ad about drinking-driving (Center on Alcohol Marketing and Youth, 2005a). A recent study attempted to assess the impact of these messages on young people, and concluded that the advertisements were examples of strategic ambiguity, defined as â€Å"the strategic and purposeful use of messages with high levels of abstraction to simultaneously accomplish multiple, and often conflicting, organizational goals† (Smith, Atkin, & Roznowski, 2006). More so with teens (age 16 to 18 in the study’s sample) than with young adults (age 19 to 22), young people drew diverse messages from the advertisements. In the context of little evidence that such advertising is effective in encouraging responsible drinking behavior (DeJong, Atkin, & Wallack 1992), the study found that young people’s evaluative responses about the brewers who placed the ads were predominantly favorable, while interpretations taken from the ads were mostly pro-drinking. Grube and Waiters (2005) recently reviewed the evidence on the content of alcohol messages in the mass media and their effects on drinking beliefs and behaviors among youth. They begin by pointing to the largely positive message environment about alcohol that exists in the mass media outside of paid advertising, including television programming, film, popular music and music videos, Internet content (as opposed to paid Internet advertising, and including alcohol company Web sites), and magazine content. The impact of this content on young people’s drinking behavior has mostly gone unexamined in the scientific research literature. Their review of the evidence regarding alcohol advertising’s effects concludes that â€Å"survey research studies on alcohol advertising and young people consistently indicate that there are small, but significant, correlations between awareness of and liking of alcohol advertising and drinking beliefs and behaviors among young people† (Grube & Waiters, 2005). 75. Whether alcohol advertising targets young people Even if there is a relationship—which longitudinal research studies suggest may be causal—between youth exposure to alcohol advertising and youth drinking behaviors, is the level of youth exposure to alcohol advertising in the mass media the result of intentional targeting, or simply incidental to the alcohol industry’s efforts to reach its principal target (usually identified in the United States as young adults age 21-34 [Theodore, 2001; Riell, 2002])? In 2003, an article appeared in the Journal of the American Medical Association alleging that magazine advertising by beer and liquor companies is associated with adolescent readership (Garfield, Chung, & Rathouz, 2003). Based on a census of the alcohol advertising in 35 major U. S.magazines appearing from 1997 to 2001, the study used market research data to estimate adolescent (ages 12 to 19), young adult (ages 20 to 24) and older adult (ages 25 and above) readers of those magazines, and found that, after adjusting for magazine characteristics, every additional million adolescent readers predicted a 60% increase in the rate of beer or distilled spirits advertising appearing in the magazine.