Essay --

Rationale of CBT for adolescent obesity Till date, most of the intervention studies of childhood obesity have recommended the use of comprehensive interventions that include behavioural therapy along with changes in diet and physical activity are the most successful approaches to improving long-term weight and health status.( Jelalian E et al.,1999) American Dietetic Association (2006) and the Expert Committee on the treatment of child and adolescent overweight and obesity (2007) also recommend cognitive behavioural intervention as an essential component of treatment. Considerable empirical support exists for programs that incorporate some combination of techniques such as stimulus control, self-monitoring, goal setting, problem solving, cognitive restructuring, parent skills training, and relapse prevention in the treatment of childhood and adolescent obesity.(Spear BA.,2007; Johnston CA et al.,2008; Stewart L et al.,2008). Recent literature also supports and recommends the use of CBT for adolescent obesity. Cochrane review of 54 randomized clinical trials on lifestyle interventions with the aim to ascertain the most effective intervention in the treatment of childhood obesity found that a behavioural lifestyle intervention with parental involvement, is preferred over standard care or self-help.(Oude L H et al.2009). Kirschenbaum and Kristen (2013) reviewed five recent expert recommendations on the treatment of adolescent obesity and found that all of the expert committees support the use of intensive dietary intervention, physical activity, and cognitive-behavioural counselling. Cognitive behaviour therapy has been found to be effective treatment of adolescent obesity as clearly evident in the literature. With the increasing... ...home from school, stairs climbing at home or school) †¢ Psychopathology (Developmental Psychopathology Checklist by Malvika Kapoor., 2002; Child Behaviour Checklist by Thomas M Achembach.,1991) †¢ Depression Children Depression inventory II by Maria Kovacs., 2010) †¢ Anxiety (Depression anxiety stress scale (DASS) by Lovibond., 1995) †¢ Stress (Stressful Life event scale for Indian children by Savita Malhotra., 1993) †¢ Body image (Body Shape Questionnaire by Cooper et al.,1986.) †¢ Self esteem (Rosenberg Self Esteem Scale by Rosenberg.,1965 ) †¢ Disordered eating pattern ( (Dutch Eating Behaviour Questionnaire by T Van Strein., 1986, Children Eating Behaviour Questionnaire by Jane Wardle et al., 2001) †¢ Isolation, Teasing, bullying ,Social Support , Level of concern, motivation and stage of readiness for behavioural change (Semi-structured interview schedule)

Mass Media and it’s strong hold on the American People :: Essays Papers

Mass Media and it’s strong hold on the American People â€Å"If you vote for me, I promise a brighter future!† This is a slogan that has been used over and over by countless politicians throughout the history of our country. However, the difference between a politician who made this statement sixty years ago and one who makes it today is enormous. Somehow over the years, the leaders of our country took a once trusted and adored institution and turned it into a national symbol of distrust. Thus we now live in society where very few Americans could honestly state that they trust politicians. So, did politicians become more devious and manipulative post 1950, or has the increase in mass media turned the American people into a cynical society? As our country entered into the second half of the 20th century, many US citizens knew very little about what went on throughout the world a politics. This all changed with the introduction of mass media. Finally the American people were able to see the effects of every decision that Washington made. Presidents were now able to deliver speeches to every living room throughout the country. Everything that went on throughout the country was now being exposed to the American People, be it through television, radio or printed press. With the end of World War II, our country began to enter this new era of mass media. Almost instantaneously, the public began to have access to the world of politics. So, ready or not, the American people were now going to have front row tickets to over fifty years of deception and scandals. The show began with President Dwight Eisenhower lying to the public on national TV, attempting to deny US involvement in a espionage. They were then fortunate enough to learn about how the CIA had entered into an alliance with the mob in a failed attempt to oust Fidel Castro. This relationship is also one that many believe led to the assassination of John F. Kennedy in 1963. The government then decided its policy during the 60’s should be to lie and undermine the American people. This political decision was one that created a division in our country that had not been present since the Civil War. Finally, Nixon was elected, and the American people began to have new hope for happier times. The American people seemed hopeful for new beginnings and thought that maybe this was a president that they could trust.

The Case of Billy Frank Vickers :: Essays Papers

The Case of Billy Frank Vickers According to the article, Prosecutors Doubt Inmate Confession True, by Angela K. Brown, Billy Frank Vickers, condemned inmate, received a lethal injection on Wednesday night January 28, 2004 for a 1993 murder after confessing that he was involved in about a dozen other crimes, including the shootings that placed a cloud of suspicion over Davis for three decades (Brown). Jack Strickland, a former prosecutor in the Davis case, said he had never heard of Vickers and that his claims were a last-ditch attempt to get attention and monkey around with the system. Now the question arises of whether lethal injection was the best option for punishing Billy Frank Vickers, not because he is innocent, but because of the question of whether it is humane to take away someone’s life by inserting chemicals into his or her body that may cause more pain than can ever be imagined. I personally believe that there is no justifiable reason to give someone the death penalty as a form of punishment. In the minds of the American public and jurors in capital cases the perception of lethal injection is of a clean, clinical, and painless end. As stated in the article, Lethal Injection, seventy-one percent of those responding to a 2001 survey considered injection to be the least cruel form of execution (Lethal Injection). This perception is an advantage to the state because the public is much more willing to accept execution in this form and jurors are more willing to convict and pass the death sentence. At times it is understood why the death penalty would be considered in cases. Maybe the people are a threat to not only society but also to themselves, and need to be put to death so they can do no harm to anyone. Vickers gunned down a grocery store owner who was probably trying to make a living for himself and his family. Now this man is gone; his family is left in agony, and maybe Vickers deserves to die. Some people may say an eye for an eye, a tooth for a tooth, but do two wrongs make a right? Some people may consider the death penalty as inhumane. As stated in the article, Naked City, by Rita Radostitz, Texas uses three chemicals in the lethal injection process: sodium thiopental (an extremely short-term anesthetic), pancuronium bromide (which paralyses the diaphragm and other muscles so the inmate is unable to move or speak, even if he is in pain), and potassium chloride (which stops the heart).

History Of Beverages/Soft Drink

Soft drinks can trace their history back to the mineral water found in natural springs. Bathing in natural springs has long been considered a healthy thing to do; and mineral water was said to have curative powers. Scientists soon discovered that gas carbonium or carbon dioxide was behind the bubbles in natural mineral water. The first marketed soft drinks (non-carbonated) appeared in the 17th century. They were made from water and lemon juice sweetened with honey. In 1676, the Compagnie de Limonadiers of Paris were granted a monopoly for the sale of lemonade soft drinks. Vendors would carry tanks of lemonade on their backs and dispensed cups of the soft drink to thirsty Parisians. Joseph PriestleyIn 1767, the first drinkable man-made glass of carbonated water was created by Englishmen Doctor Joseph Priestley. Three years later, Swedish chemist Torbern Bergman invented a generating apparatus that made carbonated water from chalk by the use of sulfuric acid. Bergman's apparatus allowe d imitation mineral water to be produced in large amounts. John MathewsIn 1810, the first United States patent was issued for the â€Å"means of mass manufacture of imitation mineral waters† to Simons and Rundell of Charleston, South Carolina. However, carbonated beverages did not achieve great popularity in America until 1832, when John Mathews invented his apparatus for the making carbonated water. John Mathews then mass-manufactured his apparatus for sale to soda fountain owners.Health Properties of Mineral WaterThe drinking of either natural or artificial mineral water was considered a healthy practice. The American pharmacists selling mineral waters began to add medicinal and flavorful herbs to unflavored mineral water. They used birch bark, dandelion, sarsaparilla, and fruit extracts. Some historians consider that the first flavored carbonated soft drink was that made in 1807 by Doctor Philip Syng Physick of Philadelphia. Early American pharmacies with soda fountains be came a popular part of culture. The customers soon wanted to take their â€Å"health† drinks home with them and a soft drink bottling industry grew from consumer demand.The Soft Drink Bottling IndustryOver 1,500 U.S. patents were filed for either a cork, cap, or lid for the carbonated drink bottle tops during the early days of the bottling industry. Carbonated drink bottles are under a lot of pressure from the gas. Inventors were trying to find the best way to prevent the carbon dioxide or bubbles from escaping. In 1892, the â€Å"Crown Cork Bottle Seal† was patented by William Painter, a Baltimore machine shop operator. It was the first very successful method of keeping the bubbles in the bottle.Automatic Production of Glass BottlesIn 1899, the first patent was issued for a glass-blowing machine for the automatic production of glass bottles. Earlier glass bottles had all been hand-blown. Four years later, the new bottle-blowing machine was in operation. It was first o perated by the inventor, Michael Owens, an employee of Libby Glass Company. Within a few years, glass bottle production increased from 1,500 bottles a day to 57,000 bottles a day.Hom-Paks and Vending MachinesDuring the 1920s, the first â€Å"Hom-Paks† were invented. â€Å"Hom-Paks† are the familiar six-pack beverage carrying cartons made from cardboard. Automatic vending machines also began to appear in the 1920s. The soft drink had become an American mainstay. http://inventors.about.com/od/foodrelatedinventions/a/soft_drinks.htmIntroduction to PopThe History of Soft Drinks Timeline By Mary Bellis See More About soft drinks beverageGirl Serving From Soda Fountain Bar Serving Soft Drinks LOC See More About soft drinks beverageThis timeline accompanies Introduction to Pop – The History of Soft Drinks Soft drinks by definition are carbonated drinks that are non-alcoholic. Carbonated soft drinks are also refereed to as soda, soda pop, pop, or tonic. 1798 The term â €Å"soda water† first coined.1810 First U.S. patent issued for the manufacture of imitation mineral waters. 1819 The â€Å"soda fountain† patented by Samuel Fahnestock. 1835 The first bottled soda water in the U.S. 1850 A manual hand & foot operated filling & corking device, first used for bottling soda water. 1851 Ginger ale created in Ireland. 1861 The term â€Å"pop† first coined. 1874 The first ice-cream soda sold. 1876 Root beer mass produced for public sale. 1881 The first cola-flavored beverage introduced. 1885 Charles Aderton invented â€Å"Dr Pepper† in Waco, Texas. 1886 Dr. John S. Pemberton invented â€Å"Coca-Cola† in Atlanta, Georgia. 1892 William Painter invented the crown bottle cap. 1898 â€Å"Pepsi-Cola† is invented by Caleb Bradham. 1899 The first patent issued for a glass blowing machine, used to produce glass bottles. 1913 Gas motored trucks replaced horse drawn carriages as delivery vehicles. 1919 The American Bottlers o f Carbonated Beverages formed.1920 The U.S. Census reported that more than 5,000 bottlers now exist. Early 1920's The first automatic vending machines dispensed sodas into cups. 1923 Six-pack soft drink cartons called â€Å"Hom-Paks† created.1929 The Howdy Company debuted its new drink â€Å"Bib-Label Lithiated Lemon-Lime Sodas† later called â€Å"7 Up†. Invented by Charles Leiper Grigg. 1934 Applied color labels first used on soft drink bottles, the coloring was baked on the face of the bottle. 1952 The first diet soft drink sold called the â€Å"No-Cal Beverage† a gingerale sold by Kirsch. 1957 The first aluminum cans used.1959 The first diet cola sold. 1962 The pull-ring tab first marketed by the Pittsburgh Brewing Company of  Pittsburgh, PA. The pull-ring tab was invented by Alcoa. 1963 The Schlitz Brewing company introduced the â€Å"Pop Top† beer can to the nation in March, invented by Ermal Fraze of Kettering, Ohio. 1965 Soft drinks in can s dispensed from vending machines.1965 The resealable top invented. 1966 The American Bottlers of Carbonated Beverages renamed The National Soft Drink Association. 1970 Plastic bottles are used for soft drinks. 1973 The PET (Polyethylene Terephthalate) bottle created. 1974 The stay-on tab invented. Introduced by the Falls City Brewing Company of Louisville, KY. 1979 Mello Yello soft drink is introduced by the Coca Cola company as competition against Mountain Dew. 1981 The â€Å"talking† vending machine invented.http://inventors.about.com/od/sstartinventions/a/soft_drink.htmHISTORY OF COCA-COLA:Invented in the City of Atlanta over a hundred years ago. Atlanta 1886. John Pemberton in 1886 was experimenting with a new recipe. Took some secret ingredients and boiled them into a syrup. Took some to Jacob’s pharmacy where he mixed it with carbonated water and place it on sale for 5 cents a glass. Thus greatest invention of all time. Accountant of Pemberton – Frank Rob inson, coined the name Coca-Cola and famours trademark News spread across Atlanta 1st year – average drinks sold 9 drink per day 1888 – sold to Asa G. Candler and Co. to produce and distribute coca-cola Mr. Candler was a marketing genius, countless creative ways to promote the product. Gave the color red in barrels to give a distinctive appearance All over America-Soda foams. Then in bottles – idea Sold them the right to do that – 1dollar 1916 – introduced coca cola contour bottle; so unique it became instantly famous 1919 – Candler sold the company to a group of investors. Robert Woodriff who became the company’s president Make ice-cold coca cola available to anyone, where, placeFIRST TRULY GLOBAL BRAND 100 YEARS LATER – FORMULA IS STILL A GUARDED SECRET MOST RECOGNIZED TRADEMARK IN THE WORLD ENJOYED IN MORE THAN 200 COUNTRIESHISTORY OF BOTTLING:Coca-Cola ® originated as a soda fountain beverage in 1886 selling for five cent s a glass. Early growth was impressive, but it was only when a strong bottling system developed thatCoca-Cola became the world-famous brand it is today. 1894 †¦ A modest start for a bold ideaIn a candy store in Vicksburg, Mississippi, brisk sales of the new fountain beverage calledCoca-Cola impressed the store's owner, Joseph A. Biedenharn. He began bottling Coca-Colato sell, using a common glass bottle called a Hutchinson.Biedenharn sent a case to Asa Griggs Candler, who owned the Company. Candler thanked him but took no action. One of his nephews already had urged that Coca-Cola be bottled, but Candler focused on fountain sales. 1899 †¦ The first bottling agreementTwo young attorneys from Chattanooga, Tennessee believed they could build a business around bottling Coca-Cola. In a meeting with Candler, Benjamin F. Thomas and Joseph B. Whitehead obtained exclusive rights to bottle Coca-Cola across most of the United States (specifically excluding Vicksburg) — for the sum of one dollar. A third Chattanooga lawyer, John T. Lupton, soon joined their venture. 1900-1909 †¦ Rapid growthThe three pioneer bottlers divided the country into territories and sold bottling rights to local entrepreneurs. Their efforts were boosted by major progress in bottling technology, which improved efficiency and product quality. By 1909, nearly 400 Coca-Cola bottling plants were operating, most of them family-owned businesses. Some were open only during hot-weather months when demand was high. 1916 †¦ Birth of the contour bottleBottlers worried that the straight-sided bottle for Coca-Cola was easily confused with imitators. A group representing the Company and bottlers asked glass manufacturers to offer ideas for a distinctive bottle. A design from the Root Glass Company of Terre Haute, Indiana won enthusiastic approval in 1915 and was introduced in 1916. The contour bottle became one of the few packages ever granted trademark status by the U.S. Patent Office . Today, it's one of the most recognized icons in the world – even in the dark! 1920s †¦ Bottling overtakes fountain salesAs the 1920s dawned, more than 1,000 Coca-Cola bottlers were operating in the U.S. Their ideas and zeal fueled steady growth. Six-bottle cartons were a huge hit after their 1923 introduction. A few years later, open-top metal coolers became the forerunners of automated vending machines. By the end of the 1920s, bottle sales of Coca-Cola exceeded fountain sales. 1920s and 30s †¦ International expansionLed by longtime Company leader Robert W. Woodruff, chief executive officer and chairman of the Board, the Company began a major push to establish bottling operations outside the U.S. Plants were opened in France, Guatemala, Honduras, Mexico, Belgium, Italy, Peru, Spain, Australia and South Africa. By the time World War II began, Coca-Cola was being bottled in 44 countries. 1940s †¦ Post-war growthDuring the war, 64 bottling plants were set up ar ound the world to supply the troops. This followed an urgent request for bottling equipment and materials from General Eisenhower's base in North Africa. Many of these war-time plants were later converted to civilian use, permanently enlarging the bottling system and accelerating the growth of the Company's worldwide business. 1950s †¦ Packaging innovationsFor the first time, consumers had choices of Coca-Cola package size and type — the traditional 6.5-ounce contour bottle, or larger servings including 10-, 12- and 26-ounce versions. Cans were also introduced, becoming generally available in 1960. 1960s †¦ New brands introducedFollowing Fanta ® in the 1950s, Sprite ®, Minute Maid ®, Fresca ® and TaB ® joined brandCoca-Cola in the 1960s. Mr. Pibb ® and Mello Yello ® were added in the 1970s. The 1980s brought diet Coke ® and Cherry Coke ®, followed by POWERADE ® and DASANI ® in the 1990s. Today hundreds of other brands are offered to meet consum er preferences in local markets around the world. 1970s and 80s †¦ Consolidation to serve customersAs technology led to a global economy, the retailers who sold Coca-Cola merged and evolved into international mega-chains. Such customers required a new approach. In response, many small and medium-size bottlers consolidated to better serve giant international customers. The Company encouraged and invested in a number of bottler consolidations to assure that its largest bottling partners would have capacity to lead the system in working with global retailers. 1990s †¦ New and growing marketsPolitical and economic changes opened vast markets that were closed or underdeveloped for decades. After the fall of the Berlin Wall, the Company invested heavily to build plants in Eastern Europe. And as the century closed, more than $1.5 billion was committed to new bottling facilities in Africa. 21st Century †¦The Coca-Cola bottling system grew up with roots deeply planted in local communities. This heritage serves the Company well today as people seek brands that honor local identity and the distinctiveness of local markets. As was true a century ago, strong locally based relationships between Coca-Cola bottlers, customers and communities are the foundation on which the entire business grows.

THe Operating budget

It will recognize one to two difficulties a Budget Analyst will have in dealing with the monetary allowance. This paper will suggest two to three techniques the org ought to survey with respect to new activities and plan cuts throughout the following five years. Introduction With roots traversing the distance once more to the sass's, The City of New Orleans is the Largest Metropolitan city in the State of Louisiana. It is a port city, which had a populace of 343, 829 as of the 2010 U. S. Statistics (Bureau, 2012).The mission, objectives and targets of the city are to have more open security, more occupation reaction, more entertainment for the young, and to decrease curse in the city. New Orleans is still in a move stage. Despite the fact that it has been 9 years after Hurricane Strain, one of America's Deadliest Hurricanes, the city is as of now remaking, even now rebuilding regardless really developing. Typhoon Strain influenced the city's monetary wellbeing. The city has a few div isions that they need to help run the city and keep it going easily.In this modifying move, the key arrangement of the city is attempting to keep the city's financial plan streamlined without slicing crucial administrations to the subjects of New Orleans. The Mayor's 2014 Budget was ready utilizing a methodology called Budgeting for Outcomes (BOO). Planning for Outcomes is intended to enhance benefits and improve degree of profitability of open dollars. BOO begins with a set of comes about that matter to nationals and empower imaginative methods for attaining them inside the assets accessible.In accordance with the Mayor's planning standards, BOO accentuates responsibility, development and cooperation. Like execution planning, BOO concentrates on what general society gets, the extent to which it costs and how results will be measured. BOO begins with the results natives need from their City government and attempts to adjust those necessities to the monetary allowance choice making m ethodology. Offices are welcome to submit â€Å"offers† to clarify how they can attain the best comes about that matter to natives for the least cost and what execution measures they will use to exhibit achievement.The Government Finance Officers Association (GOOF) has received this methodology to planning as a â€Å"prescribed best practice. † (Nolan. Gob, 2014) For the 2014 financial plan, The City of New Orleans has assessed aggregate income of 837,516,571 and evaluated aggregate sees of 837,516,571. This figure does exclude the 247. 4 million in capital consumptions. In reference to financing, in the improvement of the 2014 Budget, the City created a multi-year income estimate for the General Fund. The figure considered key components, for example, expected financial development, development standpoint, populace development, and different pointers.Real income sources, for example, deals expense were determined utilizing national and nearby projections of financial action and noteworthy patterns and examples of income accumulation. Sources utilized within creating these projections incorporate national monetary gauges for expansion, and development in true GAP. The City's obligation commitments might be partitioned into two classes: working obligation and general commitment obligation. These classifications are overseen by the Department of Finance and the Board of Liquidation.The obligation incorporates retirement and annuity for city workers, including fire and police laborers. It additionally incorporates a few securities and advances. (Nolan. Gob, 2014) Plan Challenges One significant test will be the Consent Decree ordered by the legislature, for the New Orleans Police Department. A Consent Decree is a request issued by a Judge that communicates a deliberate understanding by the members in a claim. Now and again a suit closes when a Judge issues an assent declaration, or an assent Judgment.This is particularly the situation when the decla ration is issued after one side of the case willfully consents to stop a specific activity without confessing to any illicitness of the activity. For an assertions between two gatherings to be viewed as tying and legitimate, it should additionally be perceived by the court. An assent proclaim for this situation is legal distinguishing of the understanding. The announcement frequently bans one side of the case from specific activities. (weeklies. Com, 2013) The City of New Orleans was included in an assent order with the New Orleans Police Department.The full and supported execution of this Agreement is proposed to secure the protected privileges of all parts of the group, enhance the wellbeing and security of the populace of New Orleans, and expand open certainty in the New Orleans Police Department. With the death of the commanded statue, there will be extra financing required to verify things are done as ordered. Those expenses have not yet been uncovered. Plan Recommendations Thr oughout the following five years two procedures the office ought to survey with respect to new activities would and plan slices would be to go to the natives and figure out what they need, need and longing.As opposed to making arrangements and commitments from the hip, the city ought to captivate with the nationals. The second technique that the City ought to assume is figuring out how to sway its residents to return to the city. A considerable measure of nationals left the city after Hurricane Strain, the popularization was unconquerable. In the event that the city an do a push to recover the subjects that would accumulate more income to the economy.

Do Androids Dream of Electric Sheep

Is a science fiction novel by American writer Philip K. Dick first published in 1968. The main plot follows Rick Deckard, a bounty hunter of androids, while the secondary plot follows John Isidore, a man of sub-normal intelligence who befriends some of the androids. The novel is set in a post-apocalyptic near future, where the Earth and its populations have been damaged greatly by Nuclear War during World War Terminus. Most types of animals are endangered or extinct due to extreme radiation poisoning from the war. To own an animal is a sign of status, but what is emphasized more is the empathic emotions humans experience towards an animal. Deckard is faced with â€Å"retiring† six escaped Nexus-6 model androids, the latest and most advanced model. Because of this task, the novel explores the issue of what it is to be human. Unlike humans, the androids possess no empathic sense. In essence, Deckard probes the existence of defining qualities that separate humans from androids. The book's plot served as the primary basis for the 1982 film Blade Runner. Setting Do Androids Dream of Electric Sheep? takes place in 1992 (2021 in later editions), years after the radioactive fallout of World War Terminus destroyed most of Earth. The U. N. ncourages emigration to off-world colonies, in hope of preserving the human race from the terminal effects of the fallout. One emigration incentive is giving each emigrant an â€Å"andy† — a servant android. The remaining populace live in cluttered, decaying cities wherein radiation poisoning sickens them and damages their genes. Animals are rare and people are expected to keep them and help preserve them. But many people turn towards the much cheaper synthetic, or electric, animals to keep up the pretense. Rick Deckard owned a sheep, but it died of tetanus, and he replaced it with a synthetic sheep. The main Earth religion is Mercerism, in which Empathy Boxes link simultaneous users into a collective consciousness based on the suffering of Wilbur Mercer, largely an endless walk up a mountain in which stones are thrown at Mercer, the pain of which the users share. The television appearances of Buster Friendly and his Friendly Friends, broadcast twenty-three hours a day, represent a second religion, designed to undermine Mercerism and allow androids to partake in a kind of consumerist spirituality. It is revealed that neither Mercer nor Friendly are actual humans despite popular belief. edit]Androids Androids are used only in the Martian colonies, yet many escape to Earth, fleeing the psychological isolation and chattel slavery. Although made of biological materials and physically all but indistinguishable from humans, they are considered to be pieces of machinery. Police bounty hunters, such as Rick Deckard, hunt and retire (kill) fugitive androids passing for human. Often, Deckard's police department will collect and analyze the corpses of suspected â€Å"andys† to confirm that they are, in fact, artificial. Earlier androids were easier to detect because of their limited intelligence. As android technology improved, bounty hunters had to apply an empathy test — the Voigt-Kampff — to distinguish humans from androids, by measuring empathetic responses, or lack thereof, from questions designed to evoke an emotional response, often including animal subjects and themes. Because androids are not sympathetic, their responses are either absent or feigned, and measurably slower than a human's. The simpler Bonelli Test, used by another police department in San Francisco, measures the reflex-arc velocity in the spinal column's upper ganglia, but is very painful to the subject, as well as the results taking longer to produce. Plot summary The novel follows bounty hunter Rick Deckard through one day of his life, as he tracks down renegade androids who have assumed human identities. The novel begins with Deckard feeling alienated from his wife who, he feels, is misusing her mood organ by choosing inappropriate moods, like depression. Deckard meets Rachel Rosen when travelling to Rosen Industries to test the validity of an empathy test on the new android type: the Nexus 6. Rachael is an attractive female android Deckard initially believes to be human. Rachael believes herself to be human as she has memories implanted from the niece of her manufacturer. She attempts to turn Deckard away from bounty hunting. Deckard becomes confused about humanity, morality and empathy. He is arrested after attempting to retire the second android and taken to what appears to be a fully functional and publicly accessible police station—but it is not a police station Deckard knows about. Deckard escapes with fellow bounty hunter Phil Resch after deducing that the station is staffed by androids. His moral quandary deepens after working briefly with Phil Resch, who Deckard learns is a particularly callous fellow bounty hunter. Deckard's story is interwoven with that of J. R. Isidore, a driver for an animal repair shop who cannot qualify to leave Earth due to his low IQ. Isidore lives alone in a nearly entirely empty apartment building with little outside contact other than his Empathy Box. Pris Stratton, an android identical in appearance to Rachel, moves into the building and the lonely Isidore attempts to befriend her. Pris and her friends get Isidore to help them trap Deckard as he comes to retire them. Once Deckard realizes the size of the challenge ahead, he enlists Rachel to help him, and they proceed to have sex. By Deckard's having sex with her, Rachel hoped to stop him from bounty hunting, but he will not and drops her off. Deckard nevertheless succeeds in killing the androids, causing Isidore to break down from the loss of his only friends, and earning him a citation for the record number of kills in one day. He returns home and his wife reports having seen Rachael Rosen kill his real pet goat. He understands that Rachael was taking revenge and is thankful that the loss is only financial; the android could instead have killed his wife. He travels to an isolated desert to meditate and has an epiphany. He also finds a toad, thought to be extinct and considered to be Mercer's favorite animal. Deckard brings it home, where his wife discovers that the toad is in fact synthetic. Deckard is not glad but â€Å"prefers† to know the toad is artificial.

Children and Advertising Essay

Children are the most vulnerable to advertising. They are the most susceptible because their minds are immature and are unable to distinguish good advertising versus bad advertising. Television commercials have a huge impact on how it affects children. Commercials are the biggest form of advertisement geared toward children. â€Å"Children between the ages of two and eleven view well over 20,000 television commercials yearly, and that breaks down to 150 to 200 hours† (MediaFamily, 1998). Television advertisements geared towards children have the biggest market by far. â€Å"The advertising market in 1997 showed that children under twelve years of age spent well over twenty-four million dollars of their own money on products they saw on television† (Kanner & Kasser, 2000). Kanner and Kasser go on to say that advertisers have even hired psychologists as consultants to help the advertisers come up with fine-tuned commercials that attract children (2000). In 1999, a group of psychologists wrote to the American Psychological Association asking them to restrict the use of psychological research by advertisers to help sell their products to children. This letter also called for, â€Å"an ongoing campaign to probe, review and confront the use of psychological research in advertising and marketing to children† (Hays 1999). â€Å"Some child advertisers boldly admit that the commercials they use exploit children and create conflicts within the family† (Kanner & Kasser, 2000). Kanner and Kasser also say that, advertisers work very hard to increase their products â€Å"nag factor†. This term often refers to how often children pressure their parents to buy the item they saw advertised on television (2000). The effects on advertising to children can be very noticeable. There have been numerous studies done that document that â€Å"children under eight years old are  unable to understand the intent of advertisements developmentally, therefore  they accept the advertising claims as true† (Shelov, S., et. al., 1995). â€Å"The American Academy of Pediatrics continues to say that children under the age of eight cannot distinguish commercial advertisements from regular television programming. In addition, advertisers have become sneaky about the way they convey their product† (Shelov, S., et. al., 1995). For example, when the announcer says, â€Å"some assembly required† for a toy, it is at the end of the commercial and the announcer speaks very quickly. Sometimes, the disclaimers are written in small print and shown at the end of the commercial, and are not understood by most young children. Excessive television viewing often times causes higher obesity rates among children. Children often see foods that are high in fat and calories advertised on television and end up consuming too much of these foods. The American Academy of Pediatrics says that the bombardment of advertising for food and toys to children may result in the increased number of conflicts between parents and children. The American Academy of Pediatrics believes that, â€Å"advertising directed toward children is inherently deceptive and exploits children under eight years of age† (Shelov, S., et. al., 1995). Cigarette advertisements seen in magazines or billboards are an area that is in need of change. â€Å"In 1988, teenagers alone spent well over $1.26 billions on cigarettes and smokeless tobacco† (Shelov, S., et. al., 1995). This number has rose significantly since 1988, and continues to rise rapidly. Although there is an advertisement ban of cigarettes on television, logos and billboards are prominent in televised sports. This makes television advertising of cigarettes very prominent. There were two studies down in the early 1990s on cigarette advertisements. This study looked at how familiar children were with the Old Joe Camel logo on Camel cigarettes. â€Å"These studied revealed that nearly one third of three-year-old children, and almost all of the children over the age of six could identify the Joe Camel logo. By the age of six,  the Joe Camel logo was as familiar to children as Mickey Mouse† (Shelov, S., et. al., 1995). The advertising campaign for Camel cigare ttes was more  effective among children and adolescents than it was among adults. â€Å"In 2000, a study showed that on average, eighty-two percent of children in the United States see the numerous magazine advertisements for cigarettes† (Siegel, 2001). Alcohol advertisements on television are another touchy area. â€Å"American children view nearly 2000 beer and wine commercials every year on television and these ads specifically target young people by showing the â€Å"advantages† of drinking† (Shelov, S., et. al., 1995). There is a public health interest in trying to protect children from alcohol and cigarette advertisements. â€Å"The American Academy of Pediatrics recommends banning all tobacco and alcohol advertisements in the media, but some researchers believe that counter-advertising advertisements are more effective† (Shelov, S. et. al, 1995). Recently though, there have been counter-advertising campaigns aimed reducing the number of young people who smoke. In 2001, the â€Å"I Decide† campaign started airing on television. â€Å"This anti-smoking campaign, sponsored by the Illinois Department of Public Health, is the current anti-smoking campaign in Illinois. The â€Å"I Decide† advertisement aired on local ABC, CBS, NBC, FOX, and the WB networks in Winnebago, Macon, Champaign, Tazewell, Sangamon, Peoria, and McLean counties. I Decide advertisements also run on the following cable networks, ESPN, MTV, BET, Comedy Central, and TBS† (Illinois Department of Health, 2002). Alcohol and cigarette advertisements are still around and promote the wrong message to children. The effects on advertising to children can be very evident. There are laws and organizations out there to help protect children from advertisers. Advertising is a powerful tool in American culture today; it exists solely to sell  products and services. Advertising to children has not always been legal. ‘In 1750 BC, the Code of Hammurabi made it a crime to sell anything to a child without obtaining consent† (Shelov, S. et. al, 1995). Things in the advertising industry have changed significantly since then. In 1978, Michael Pertschuk, the chairman of the Federal Trade Commission, tried to restrict television advertisements aimed at children under thirteen. Due to a  ferocious lobbying campaign, his proposal did not pass (Kanner & Kasser, 2000). In the last fifteen years or so, there have been a few laws passed about advertising to children on television. â€Å"The Children’s Television Act of 1990 mandated that all broadcasters must show either educational or instructional children’s programming in order to renew their broadcasting license. This act also limits commercial time to ten and a half minutes per hour on weekends, and twelve minutes per hour on weekdays† (Shelov, S. et. al, 1995). Shelov and others continue on to say that, the main problem with this law is that television stations can cite public service announcements to fulfill the Children’s Television Act. They also said that this Act also established the Children’s Television Endowment Fund, which encourages the development of new educational programming for children (1995). There is currently an organization called the Children’s Advertising Review Unit (CARU) that is part of the Council of Better Business Bureaus. CARU reviews advertising and any promotional materials directed at children in the media (Council of Better Business Bureau, 2000). The Council of the Better Business Bureau continues on to say that CARU’s main duties are to review and evaluate child-directed advertisements in all forms of media, and to review the online privacy practices if they affect children. â€Å"If the advertisements are inconsistent or misleading with CARU’s Self-Regulatory Guidelines for Children’s Advertising, they seek change through the voluntary cooperation of advertisers† (2000). They work closely with advertisers to promote educational messages to children that are consistent with the  Children’s Television Act of 1990. The CARU’s Self-Regulatory Guidelines for Children’s Advertising gives criteria for evaluating advertising that is child-directed. There continues to be many more organizations out there that help protect children from advertisements. Until advertisers stop targeting children, there will always be a need for organizations that help protect children from advertisemen ts. It seems to me that the best ways to protect children from what adults fear will harm them- alcohol, drugs or advertising, is to set an example by our own behavior. We can talk with them  and encourage them to talk about the subject. The effects of media are minimized when parents talk to children about them. Whether we like it or not media education begins at home. The Internet is also another medium where children are at risk. Numerous web sites feature advertising to children. † In fact, many web sites are set up exclusively for children, such as, Nickelodeon’s and Disney’s. A growing number of web sites are now eliciting personal information. Some even use incentives and gifts to get e-mail addresses or other personal info† (DeFalco 1996). There is a very important law that helps protect children on the Internet. In April 2000, the Children’s Online Privacy Protection Act of 1998 (COPPA) took effect. â€Å"This Act says that if any personable identifiable information about a child under thirteen years of age is collected online, a privacy notice must be posted† (Federal Trade Commission, 2000). â€Å"Website operators must also get parental consent before collecting, using, or disclosing any personally identifiable information. In addition, this Act allows parents to review any personal identifiable information collected from their children. When the parents review their child’s personal information, they have the right to revoke their consent and ask that the information they collected about  their child is deleted from that website† (Federal Trade Commission, 2000). The Federal Trade Commission also says that site operators are required to list any third parties that the website operator gives information to, about a child. If the list of third parities changes, the website operator must have parental consent again (2000). The Center for Media Education (CME) is an organization that is dedicated to protecting children online by visiting websites to make sure that the COPPA rules are being enforced. CME is a national nonprofit organization, which dedicates itself to creating quality electronic media culture for children  and youth, for their families, and for the community. Their research focuses on the potential for children and youth in this rapidly evolving digital media age. â€Å"Over the years, CME has been the leading force in expanding both children’s educational television programming and fostering television and Internet safeguard for children and teens† (Center for Media Education, 2001). The Internet is an area that is growing rapidly, and is one area where children are the most vulnerable to advertising. Advertising to children also has many positive benefits, for both the marketers’ pocket and for the development of the child. â€Å"Kids are little human beings that need to grow up and learn valuable lessons, that throughout their lives they are going to want things that they can not have† (Fletcher and Phillips 1998). Also, in the media demanding society that we live in, learning how to decipher the truth of advertising messages is critical. Likewise, advertisers argue that parents still have ultimate control over household purchasing decisions. This presents an opportunity for children to learn to respect authority, which is another step critical to a child’s development. Additionally, advertising money helps pay for educational opportunities. â€Å"Without  advertising there would be a lot less toys and a lot less children’s programming such as Nickelodeon and the Cartoon Network† (Fletcher and Phillips 1998). Marketers are also using their advertising dollars to benefit education in other ways. â€Å"Cadbury, Pentax, C&A and Coca-Cola are advertising in textbooks and other learning materials such as wall charts† (Marshall, 1997). Due to under-funded school budgets, money may have not been otherwise available to pay for these supplementary educational materials. Advertising to children definitely has both positive and negative benefits that help and hinder the development of the child. Regardless of the effects  that marketers have on our youth, advertisements will continue. Mainly in part due to the high amount of dollars involved. New areas of the ethical debate will also continue to grow. Some of these new issues are the controversies that are arising from the exponential growth of the Internet and of global marketing. Both governmental agencies and parents need to be aware of this continuing debate as these new issues arise. Also, awareness needs to be developed on how these new issues affect children based on existing psychological research so that parents and the government can react in the best approach possible. The boundaries in media and advertising are rapidly changing. Young people will benefit more by learning to make intelligent media (and consumer) decisions than by attempts to limit their exposure to information that they will inevitably be exposed to regardless of the regulatory climate. Works Cited Center for Media Education. (2001). About the center for media education (CME). Retrieved March 20, 2002, from Http://www.cme.org. Council of Better Business Bureau. (2000). About the Children’s Advertising Review Unit (CARU). Retrieved January 30, 2002, from Http://www.caru.org/carusubpgs/aboutcarupg.asp. Federal Trade Commission. (2000). How to protect kids’ privacy online. Retrieved January 31, 2002, from Http://www.ftc.gov/bcp/conline/pubs/online/kidsprivacy.htm. Fletcher, Winston and Phillips, Richard. (1998, May 29). â€Å"A children’s character for advertising; analysis of advertising which targets children.† Campaign, page 28. Hays, C.L. (1999, October 31). Group says ads manipulate children with psychology. New York Times, p. C6. Illinois Department of Health (2002). I decide. Retrieved March 20, 2002, from Http://www.idecide4me.com/html/campaign/schedule.asp. Kanner, A.D., & Kasser, T. (2000). Stuffing our kids: Should psychologists help advertisers manipulate children? 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