A Semiotic Analysis of Magazine Adsfor Men's Fragrances

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This essay concerns a semiotic analysis of advertisements whose similarity is based on the fact that all concern the advertising of mens fragrances, and all were found in the within the textual context of print advertising. In more specific terms, the advertised products included Dune, Polo Extreme Sport, Xeryus Rouge, and Cool Water. The adverts were located within recent editions of the popular mens magazines, namely Sky, FHM, and Esquire. Thus this essay will individually analyse these advertisements in terms of their status as signs, whose associative meanings not only gave a favourable impression of the product, but were also compatible with, and complementary to, the masculine context in which they were situated; thus illustrating Umberto Ecos claim that the medium and message may be charged with cultural signification. Although all of the advertisements do not physically represent the product, they all provide an important iconic representation of both the product and what the product, should stand for. Thus, analysis of all of the adverts will strongly focus upon the advertisements photographic imagery, and the ways in which this imagery generates the appropriate signified concepts (or emotional overtones) which promote the image of the product. The first advert, (Example A) strongly relies upon this use of photographic imagery. Example A features an advertisement for the fragrance Dune Pour Homme. The advertisement uses a variety of signifiers which publicise both the identity of the brand, and an image which is in line with the ideology of the text in which it appears, which, in this case, is the youthful, glamorous Sky magazine. The advert predominately features a male model in his early to mid twenties, and he is kneeling on a sand dune. Adjacent to him is an iconic image of the product itself, which is projected as being disproportionately large. Underneath this image of the product are the words Essence Of Freedom, and together these separate components form an effective and unified message. On a simple level it is easy to deduce two obvious things. Firstly, that the subject, (the image of the man) provides a youthful element of glamour, which serves both the product and the text in which it is being advertised, and secondly, that the image of the sand dune is a physical reiteration of the product name. However, the more interesting semiotic elements of the advert exist within its notion of freedom, which is the adverts primary signified concept. The notion of freedom is primarily conveyed by the image of this lone man; who, in his lonesome location; seems extremely at ease, and unrestricted by normal life, thus providing a sense of liberation which is also conveyed by his loose, unorthodox, clothing. Furthermore the softly focused quality of the photography, and the advertisements colouring of gentle blues and pale browns. are further signifiers which contribute to this dreamy, utopian image of liberation.

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However, these images alone certainly do not convey this central signified concept, for this is only guaranteed by the inclusion of the advertisements of the statement essence of freedom. Thus, a strong relationship is allowed to be forged between the signifiers, (the photographic image of the protagonist and his physical environment) and the signified which is the linguistically expressed essence of freedom. Therefore, this stabilisation between the signifier and the signified allows for the creation of a plausible 4commodity code. This code attributes basic meaning to the advert, whose conventional combination of iconic image and linguistic representation (of words and pictures) allows the recipient to receive a message, which is justified and reiterated by the relationships of resemblance at play. Thus, although the average reader of Sky Magazine will not be aware of the terms discussed, or the technicalities of this process, he or she will still be aware of the mutually complementary relationship between words and imagery. This relationship not only ensures the adverts uniform message, it also ensures the adverts plausibility For it is the adverts typically obvious contrivance between word and image which allows the recipient to view the advert within its generic context. For only within this genre does the ridiculous image of a man wearing pyjamas and after-shave in a desert maintain an element of acceptability. Therefore it is arguable that this acceptability would not be guaranteed if one sign, wasnt reinforced by the other, if for example the advertisement was presented merely as a photograph in its own right, without a written statement, contextualising and clarifying the photographs meaning. Finally, it is also worthwhile to note that the advertisement sense of balance is matched by its compatibility with the textual context in which it arises. This compatibility can be illustrated by referring back to the colours of the advert, which consist of sensuous and softly focused blues and whites and browns. Although Sky magazine is read by men, unlike the other magazines in this analysis, Sky is proudly unisex, and it is the feminine colours in the advert, which depict a sign which is designed to be compatible with the intended recipients of it. Reflecting the emphasis which the sign attributes to being reflective of the textual context in which it is situated, is Example B which is an advertisement for Extreme Polo sport by Ralph Lauren. As its name suggests, this is a fragrance which is designed to be strongly reflective of masculinity, and it is of no surprise that the advert is featured in the opening pages of FHM which is a staunchly male publication. Emphasising the products distinct masculinity is a distinct set of signs, which are carefully orchestrated to convey a relevant and unified message. Unlike the Dune advert, the Extreme Polo Sport advertisement is neither subtle or artistic, and nor does it attempt to construct a plausible relationship between the product and a prescribed emotion such as freedom. Instead, the advert presents a simple iconic image of the product, and iconic image of the subject who is shown to be a skydiver. We are not explicitly told of the emotional association which the subject is supposed to bring to the product, but the we can deduce that he can excel in the demands of physical extremity, thus allowing us to form our own emotional associations with the brand, associations which will undoubtedly be complicit with the gender of the subject, the masculinity of the magazine, and the masculinity of the sport on show. Hence the product is allowed to speak for itself, as is portrayed by the blunt, practical copy Introducing the new mens fragrance Extreme Polo Sport Ralph Lauren it states, and who would argue with that? Interestingly, the only thing that links the subject with the copy is the fact that they are situated on the same page, for the actual iconic representation of the product itself is shown on an adjacent but entirely separate page. Although the advert projects a strong relationship between the product and the machismo of the subject, the. fact that the two images exist in separate environments, respectfully understates this link, attributing the recipients with the intelligence to form it for themselves. Furthermore, the fact that iconic resemblance of the product is far larger than the subject, allows us to view the product as an entity in its own right, therefore placating our masculine sense of practicality. Although this advert appears to be simple, its connotative meanings allow our interpretation of it to be a pragmatic one, in that its signifiers have particular relevance with regards to the context of the advert. One such group of signifiers is the advertisements colours. Unlike the subtle feminine colours of the Dune advert, the Extreme Polo Sport is consists of a bold, aggressive colour scheme of black) white, red and dark blue; and together with the silvery, metallic appearance of the product, this colour scheme serves as a significant group of signifiers which attribute the brand with the same sense of masculinity which is projected by the subject, and the context (the magazine) Hence, the role and importance of this colour scheme in both adverts shows that these colours are part of an organised system of signifiers who form significant cultural and aesthetic codes. In the case of the Extreme Polo Sport advert, this code Mows the product to appear to be as indicative of masculinity, of the masculinity of the subject, and the masculinity of the recipient (the reader of FHM). In order to clarify this point, the aesthetic code which implies that red, black and silver, are masculine colours, is the same code which implies that pink and white symbolise femininity and purity. The notable absence of both colours in example B and the omnipresence of these colours in Example C illustrates this point Example C features an advert for Anais-Anais of the Cacherele brand. Found within Sky magazine, this is an advert for womens perfume. Significantly, the primary colours in this advert are pink and white we are presented with the alluring white complexion of the female subject, and the pink appearance of the iconic image of the brand, - its hardly a coincidence. Therefore, although this advert should only be viewed as a comparative aside, it is still significant, because when it is compared to the comparative colouring scheme of the Example B, it serves to illustrate how colour is often a signifying element, and therefore an integral part of a signs aesthetic codes which portray a set of values shared by the producers and readers of a text (Thwaites et al.). In order to develop this theme of the role of the shared values of the producers and readers of a text, it is relevant to discuss the emphasis which is attributed to the advertising of the product in a way which is relevant to the cultural experience and expectations of the consumer. Again, Example B- (the advertisement for Extreme Polo Sport) provides a strong illustration. Ralph Lauren is western brand predominately marketed and used in the west, as is the magazine in which the advertisement appears. Predictably, the advert exhibits strongly western overtones, and this is evident through its subject, and through its copy. The Subject is not only white, and wearing the clothes of the same American retailer, he is also engaged in the sport of sky surfing, which originated in America, and is largely practised there. Similarly, the copy, with its computerised, industrial looking font, is also indicative of the artistry of an advanced western culture. Therefore, by implying Myerss argument that symbols are can only be understood by those who share are culture this same logic dictates that this advert was constructed with the aim of targeting the product at an audience familiar with, and sympathetic to, its relevant cultural signifiers. Thus Example B is a strong example of the way an advert uses shared prior cultural experience to attribute meaning to its symbolic representation of the product. Furthermore, this example reiterates the various levels of meaning which are present in a sign, as was most predominately argued by Barthes. Using Barthes concepts, it is possible to summarise the significance of the implicit cultural overtones of Example B Primarily the existence of the sign (in this case the advert) provides the images simple detonative meaning It is an advertisement for after-shave. This is simple information, and in Barthes teens it is a message without a code. However, as was discussed, this code is given connotative meaning, its plane of expression (Barthes) through specific signifiers, all of which have a strong relationship with the cultural context of the advert, and the cultural context of the western male. Thus, it is the signifiers of the adverts masculine colours, the machismo of the subject (another important signifier,) and the artistry of the font, all reinforce the products intended identity, and allow the invariably western recipient to perceive this sign as an image which is relevant to him, if not relevant to his actual experience, then relevant to the shared perceptions and experience of the society of which he is a part. Thus the cultural context of the Extreme Polo Sport plays an important role in the recipient perceptions of it. The importance attributed to the context of the sign is also evident in Example D which is an advertisement for Xeruys Rouge- (pour homme). As the name suggests this is a product exclusively aimed at men, as is the aptly named Esquire magazine in which the advertisement is situated. The advertisement is attractive but unremarkable, typically using an iconic image of the product to identify it, copy to reconfirm its name, and a human subject to lend the product a personality. However, it is this use of its human subject which lends the advert its significant semiotic significance. Unlike the other adverts, which give no impression of the sexuality of the subject, Example D contains a variety of signifiers which all give the subject an unquestionably heterosexual status. In order to place the theme of sex and sexuality on the agenda, the advertisements softly focused, silver and white photography acts as the signifier which gives both a sense of sensuality to the image and the recipient the appropriate context in which to judge it. Enforcing this sensuality is the associative signifiers of the subjects themselves. Unlike the subjects in the other examples, the male figure in the image is joined by a female, whose nudity and physical contact with him are further signifiers of both the theme of the advert, and the sexuality of the male subject. The positioning, and appearance of both subjects act as further signifiers which help describe the image, and therefore of the product. Both figures are young and in the peak of physical and therefore sexual condition. The naked couple embrace and the womans head is thrown back in a tableau of orgasmic joy, providing a graphic illustration of her relationship with the man. However, more importantly than the sex being represented is the signified description of the male subject; whose physical strength and apparent ability to please a woman so profoundly portray him as ideal role model for the heterosexual man. Hence Xeryus Rouge, is portrayed as being for homme in the most original sense, and the signifiers which give the male subject the appropriate resemblance of this, certainly illustrate the fact that the human component of a constructed image is a social, not a natural one (Fiske). For although the subject in real life may be gay, or impotent (or both) for the purposes of the image he is being portrayed as a virile heterosexual. But why is this status important? Answering this question is the textual context in which the advertisement is situated. Esquire is a publication aimed at attracting young, single heterosexual males. On the cover of the edition in which this advertisement was taken is a scantily clad women, and within its pages are articles on The worst fouls in football, US marines on day release in the sex capital of Thailand, and a calendar of women with the concluding line monogamy is unnatural. Furthermore, it is also interesting to note that an article entitled Porn in the UK is situated within a page of the Xeryus Rouge advert. Therefore if the product is to be successful, it must be compatible with the environment in which it is placed, and hence like its textual context, the sign must be an appropriate social construction (Fiske) of the customer and reader alike. Furthermore, the machismo of the sign does not exist on its own, or simply within itself. Indeed, it is the same masculine, heterosexual overtones of the text itself, which also contribute to the readers general perception of the advertisement (and therefore the product.) Hence the magazine acts as a signifier in itself, and therefore we can view the relationship between sign (advert) and text (magazine) as being mutually dependant, since the reader may judge the advert by its context (the magazine) and vice versa. Therefore example B and D both illustrate Valentin Volosinovs argument that when ever a sign is present an ideology is present too. In the case of these adverts this ideology is one which reflects the values of machismo. Example D reflected, and exalted the sensuous machismo of the white, heterosexual male; attractive, and attracted to the white, beautiful female. Whilst in the case of B, this machismo reflected the courage, athleticism, and individuality of the western male excelling in a predominately white, western sport. Thus, the aforementioned examples depict the significant semiotic significance of the advertisements human subjects. But what of the product itself? For in all of the advertisements discussed, the iconic resemblance of the product only fulfils an illustrative function, a means of conveying a basic resemblance of the product whose connotative meanings are portrayed through other means - usually via the subject. However, Example E is an exception to this. Example E is an advert for Cool Water by Davidorf, and it uses its signifiers as a way of giving the product a descriptive tangibility, which is lacking in the other adverts. Unlike other products whose names such as Kossak, Kuros or Xeryus Rouge who give their respective products a fantastical, elusive, intangible element, the name Cool Water certainly stands out, signifying the products supposed elemental, natural, pure, qualities. Enforcing this image are signifiers which allow the recipient to view the product as pure and refreshing, and even as drinkable as the water in which the subject is shown to be immersed in. Unlike the iconic image of Extreme Polo Sport (for example) the bottle of Cool water is given physically descriptive qualities, namely through its cold, chilled appearance. This is insured through the droplets of water on the bottle. Thus our prior knowledge and experience is being by manipulated this photographic image. This image implies the tangible, refreshing, pure status of the product by inducing an indexical description through the relationship between the signifier, the droplets and the signified, which is cold. In conclusion, this essay has attempted to give a semiotic analysis of advertisements whose signifiers were not only designed to give a favourable and appropriate image of the product, but also, these signifiers were also shown to have a strong relationship with the textual context in which they the signs were located. Chandler, Daniel (17) Semiotics for Beginners [WWW document] URL http//www.aber.ac.uk/media/Documents/S4B/semiotic.html Thwaites, Tony, Lloyd Davis & Warwick Mules (14) Tools for Cultural Studies An Introduction. South Melbourne Macmillan

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Camera

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Photography is one of things that people think that it works by magic. There is no such thing as magic so in this assignment I will show how a camera works.The technology making up a camera is very basic. A simple disposable camera work in much of the same way as a $600 one. All cameras consists of three basic elements, an optical element (the lens), a chemical element (the film), and the technology element or rather the camera body. The only differences between expensive and cheap plastic cameras are their functions.The real hard part of producing a camera is the way they are assembled in such a fashion it is able to record beautiful pictures.The one I will be explaining is the SLR the manual single-lens-reflex camera, the camera that is used by professionals. It is rather older fashioned compared to the new point and shoot cameras but it includes all the fundamental processes of photography.

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The ScienceThe science in how a camera works is how it bends the light in other to allow it to be exposed on the film. This science -- bending light.Within the camera are many different parts but the one that bends the light or rather refract, is the convex/converging lens. A converging lens is the ones that have ends curving outwards. How does a simple piece of glass bend light? Easy, light travels faster in some substances than in other; so it travels faster through the air than glass. When the light hits the lens at an angle, the light will start to down while going through the glass. Because the light is travelling slower, the light bends towards the lens, and when the light leaves the lens it has a new course! Since it is bent inwards, the light is bent towards one spot, the focal point, it is where the object being photographed is flipped around, producing a real image. Of which is printed onto the film. LensSince a lens can bend light, we can change the thickness of the lens to vary the bending angle. The thicker (in the middle) lens is, the sharper the light will bend. Increasing the bending angle has a major effect, because it will change where the light will meet (the focal point), closer or further away from the lens. By increasing the distance between focal point and the lens, will mean that the real image will enlarge. The closer it is to the lens, the smaller the real image is going to be. And of course the larger the better, because it is clearer, but because the film size will not take in the entire image the edges will be left out. The smaller the image is the more the scene will be captured. This is called magnification, or rather zoom. Professional cameras have changeable lenses, so that you can focus on a scene at different magnifications. The magnification power of a lens is described by its focal length, which is determined as the distance between the lens and the focal point. It is measured in millimetres and the higher the number, the bigger the magnification. Different lenses are used in different situations. A telephoto lens has an especially long focal length, it is used to photo something that is very far away. The one above is a 400mm telephoto lens. If it is something up close you would a wide-angle lens. This lens has a rather shorter focal length so it shrinks the image in front of you. The one on your left is a 4mm wide-angle lens. But if you were to take normal photos where the object is not exceptionally closer of far away, you would use a normal lens of around 50mm of focal length.FilmOnce the science has done its job by inversing the original image to a new real image, it is then exposed to the film, the thing that records the real image.Film, the chemical compound in a camera, when your expose a real image onto it, it will record the pattern of light. When the film is exposed t light the tiny light-sensitive grains that are spread out on the plastic react to the light that will inverse the original colours. White turns black, blue turns yellow, etc. In the coloured film, it has three layers of light-sensitive substances, which responds to blue, green, and red. When the film is developed, these layers are exposed to chemicals that dye the layers of film. When you put the three dyed layers together you get the original image you took.ShutterTo capture a picture you need to keep the film in complete darkness because it will expose the film unnecessarily. The film is kept inside the back of the camera that is separated from the focusing lens by the shutter. If the shutter is released, light will travel through the lens, past the retracted shutter and then onto the film, which exposes the real image. To have a perfect outcome, you have to control how much light is allowed to reach the film; but you can only control the shutter speed (how fast the shutter opens and closes) on SLR cameras. Most new cameras (Point and Shoot) will also determine for you the shutter speed but not always the best timing, so SL R takes the best photos! If the film is exposed for too long, too many light-sensitive grains will react. The final outcome will look blurred or a washed out. If too little light is allowed into the camera, too few grains will react, and the photo will turn out very dark. Shutter SpeedThe shutter speed is the length of time the shutter opens to allow light to be exposed to the film. A shutter speed of 1/15s means that the film is exposed to light for 1/15 of a second. The faster the shutter opens and closes the quicker movement the camera can capture still. The problems is the most people can only hold a camera still enough not to get shake at shutter speeds of 1/60s or slower, if it is faster than speed you will need a stabilisation to hold your camera. Since your muscles in your hand are constantly moving especially hold such a heavy thing, your hand will shake, causing the final photo to be blurred (of your hand¡¦s rapid up and down movement). To avoid blurring you should always have shutter speed faster than the focal length of the lens in mm, for example a 00mm lens would need a shutter speed of 1/00s to avoid blurring. For example, when you are taking a picture of a waterfall, if you are set at 1/15s you will see the water as long soft streaks, but if you take it at 1/50s you will find that the water if fine and clear and you can make out droplets of the water. ApertureTo control the amount of light reaching the film is a special mechanism called the aperture, the lens opening. As well as the iris diaphragm (the plates which shrink and expand in front of the lens) that acts like your iris, it expands to capture more light and closes to let in less light. The brighter the surroundings the more you would close you apertures, and if there is utter darkness you would have your aperture opened.The viewfinderThe viewfinder is one of the amazing mechanisms within the camera; being able to see what the final product will look like. In a SLR camera, you will see the actual real image. Inside the camera, there is a hinged mirror, positioned between the lens and the shutter. The image is bounced off the mirror, then goes through the pentaprism, and is projected onto the translucent screen; which serves as a projection screen. The purpose of the pentaprism is that it will flip the image the right way up again so that it can be viewed. When you are to take a photo and press the magic button, the mirror retracts upwards so it does not get in the way, which is why your viewfinder is black when you take a picture.

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Krispy Kreme Financials

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Krispy Kreme first traded its Shares in the NASDAQ market on April 5, 000. Under the ticker symbol KKD Krispy Kreme started trading on the NYSE on May 17, 001. Krispy Kreme offers ,450,000 shares for the public to grasp.Financial OutlookWhen reviewing the financial analysis of Krispy Kreme Doughnuts, Inc we have grown by leaps and bounds in the pass five years. Management has cut expenses considerably, by reinvesting in the business and opening the door to franchisees. In analyzing the financial strengths of the company and how the functional strategic technique management has chosen to generate profits from operations we would like to show how rewarding that has been. Systemwide sales for Krispy Kreme between 18 and 00 have increased on average .5%, which is a indication of the demand for the product. Company revenues for that time period increased on average 0%, and net income increased on average an outstanding 4% for the same time period (see chart 1, , ). This only indicated how well the Companies strategy is working and the magnitude of the product.

Krispy Kreme current quick ratio as of year ending February , 00 was 1.6, which is the current assets minus inventory divided by current liabilities. This indicates the firms liquidity, the ability to pay it short-term debt from current assets, which gives us a competitive advantage in the industry. To show the profitability of the firm lets take a look at the net profit margin. This shows the after-tax profit generated from each sale. For the same time period Krispy Kreme has a profit margin of 4%. Also indicating the profitability of the company is the return on investment (ROI) and return on equity (ROE). We measure the quality of our management and how efficient the firm is run by ROI, the net profit after tax divided by total assets. This also shows that good sound investments are made to aid in the growth of the firm, we are holding our own at 4%. ROE gives our shareholders an ideal of how the company is growing. Our shareholders are the life of Krispy Kreme, they are what keep us going, and for the period ending /00 the ROE was % this is computed by taking the net profit after taxes divided by the shareholders equity. Listed below is a liquidity and profitability chart indicating our progress over the past five years which is a sound bases for forecasting an average increase of % over the next two years. This would make way for new innovations in our product line.SUMMARY OF FINANCIALS Key ratios YEAR ENDED 1/1/ 1/0/00 1/8/01 //0 //0 Current Ratio 1. 1.14 1.08 1.4 .6 Quick Ratio 0.4 1.05 0.76 1.6 1.6 Cash Ratio 0.17 0.11 0. 0.4 0.54 Net Profit Margin % % 5% 7% 4% ROI % 6% % 1% 4% ROE 6.80% 1.0% 1.0% 1.40% %Krispy Kreme Weighted Competitive Strength Assessment Weight KrispyKreme DunkinDonuts LaMarsDonuts TimHorton'sKey Success Factor/StrengthMeasure Quality/Product performance 0.0 8/1.6 8/1.6 8/1.7 8/1.8Reputation/Image 0.10 8/0.8 8/0.8 6/0.6 8/0.8Manufacturing capability 0.05 8/0.4 8/0.4 6/0.5 8/0.4Technological skills 0.05 6/0. 7/0.5 6/0. 7/0.5Networking/Distribution capability 0.05 8/0.4 8/0.4 6/0. 8/0.4Product innovation 0.10 6/0.6 7/0.7 6/0.6 8/0.8Financial resources 0.10 8/0.8 8/1.6 8/1.7 8/1.8Advertising 0.05 7/0.5 /0.45 6/0. 10/0.5Relative cost position 0.0 7/1.4 7/1.4 7/1.5 7/1.6Customer service 0.10 8/0.8 7/0.7 7/0.7 8/0.8Sum of weights 1.00 Weighted overall strength rating 7.55 8.4 8.05 .5SWOT AnalysisStrengths • Affordability of products• Well established and long running company• Long term company values that have remained virtually unchanged since company inception• Loyal customer base• Nationally known brand of donuts • Hot, fresh donuts daily offer competitive advantage• Donut-making "theatres"• Strong Community relationships• "One-of-a-kind taste"Weaknesses • Limited menu items• Markets are leaning towards healthier food products• Heavy competition• Lack of advertisingOpportunities • Expansion into premium coffee lines• Diversification of product offerings• Co-Branding opportunities• Expansion into a more global marketplace• Web based sales of Krispy Kreme merchandiseThreats • Stiff competition from several similar companies• Healthier product alternatives availablePorter's 5 ForcesSupplier Power- Supplier's power is very limited in this industry due to the sheer number of possible suppliers of ingredients that are easily obtained. Supplier power is also limited by the fact that Krispy Kreme's mixing facilities have been centralized. Buyer Power- Buyer's have abundant power in the donut industry. There are many options available to the buyer. They can make their own donuts or pick and choose from a wide range of donut stores. In order to draw customers away from the other options Krispy Kreme must use methods such as the donut theatre to lure these buyers.Barriers to Entry- There appear to be very few barriers to entry into the donut industry. When you are specializing in one simple product such as a donut, equipment is minimal and knowledge to produce donuts is easily gained. Anyone who has cooked at home can quickly learn to cook donuts.Threat of Substitutes- There will always be substitutes for donuts and the lean towards healthier living creates a vast range of substitutes. An example would be bagel or muffin chains offering a healthier alternative to donuts. Krispy Kreme must be aware of these alternatives and be prepared to adjust their product line to accommodate or lure potential customers.Rivalry- There has been and may always be a large amount of rivalry between competing donut producers. The range of producers is vast, from small private bakeries to larger chains such as Dunkin' Donuts. Donuts are easily produced from relatively inexpensive ingredients. This creates competition and rivalry and Krispy Kreme should be look at expanding its product lines into new markets.FinancialKrispy Kreme's total revenue has grown at a compound average rate 17.4% since 15. The overall percentage increase in revenues over the seven year period from $115 million to $00.7 million is 161.5%. Net income has increased steadily. Net income jumped from $4.6 million to $14.7 million between 15 and 001 for a CAGR of 1.%. System wide sales are up from $146.7 million to $448.1 million for a CAGR of 0.5%. Operating profit margins have also steadily risen from 1% in 17 to 0% in 001. This indicates that Krispy Kreme's profit margins are excellent and still on the rise.Average weekly and annual sales comparison show that between 15 and 001 the CAGR in annual sales for company owned stores was approximately 7.4% and the CAGR in annual sales for franchised stores was 11.8%. While there is still room for improvement these financial performance results are good.

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Impact of internet on advertising

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ADVERTISING A FLASHBACKAdvertising is virtually everywhere in daily life, and its forms and roles are both contested and admired. Some see advertising as both the mirror and the maker of culture its words and images reflect the present and the past even as they contribute new sounds and symbols that shape the future. Others say that advertising is purely an economic activity with one purpose to sell. But most of the people agree on the fact that advertising creates magic in the marketplace.Advertising can be defined as a paid, non personal communication of information about product or ideas by an identified sponsor through the mass media in an effort to persuade or influence behavior. Advertising is non personal as its directed to groups of people rather than to specific individuals. Speaking in broad term advertising communicates information about products or ideas.THE EVOLUTION OF ADVERTISINGBuy cheap impact of internet on advertising term paper

Advertising is hardly a new phenomenon. Even a hundred years ago, advertising was an integral though sometimes unwanted part of daily life. Over the centuries, the evolution of advertising has been closely tied to social, economic and technological changes that have affected the media and the message. We would study the evolution of advertising under the following headsØ The Early Days These were the days when public education was low, few people could read, and so for centuries trades people attracted attention with public criers and pictorial signs. Some Greek and Roman traders also used signs to advertise their products, as people could not read. When Johann Gutenberg invented movable type and the printing press in Germany in the mid 1400s that printed materials could be mass-produced. This led to printed pamphlets being distributed and also some primitive forms of todays billboards.Ø The Industrial Revolution The Industrial Revolution and the subsequent shift from rural to urban centers and the widening of the gap between producers and the consumers, the businesses turned to advertising quickly to reach out their potential customers.Ø Technological Changes During and after the Industrial Revolution, technological advance changed both the speed and form of communication. This can be attributed to the fact that photography was invented and along with telegraph, telephone, typewriter, phonograph, and motion pictures opened up new avenues for personal and business communication. However, the inventions of radio and television changed the face of advertising forever as print and electronic media expanded the use and impact of advertising. We discuss a few of them in brief• Print Media This would include the magazines and the newspapers. Todays newspapers and magazines offer advertisers the flexibility of targeting the audience ranging from a small local area to the whole nation or the continent. By the dawn of the twentieth century, advertising had become a social and economic fixture in the U.S. and U.K. and all the magazines and newspapers were being filled by ads of different companies and varied products. Today also the print media is an effective mode of advertisement.• Electronic Media The electronic media would include radio and the television. The advent of the radio allowed the advertisers the liberty of using certain jingles and music, which could be associated with their brand and product. Whereas the television brought along the visuals along with the audio effects. This was a revolution and the print media found it being sidelined as far as advertising went. Talking of India, the Cable TV boom in the early nineties added to the choices available to the advertiser on a regional segment.THE ADVENT OF THE INTERNETThe new millennium has brought us on the brink of the I.T. Revolution. This revolution has been aided by the advent of the Internet in a big way. Internet is fast changing the way people used to do things. Naturally, the same would have an impact on the advertisers. The Internet has been accepted as the most powerful media for advertising due to the absence of geographical barriers. The advent of the Internet and its subsequent acceptance has once again challenged the traditional forms of advertising. Advertisers are trying to use the net to advertise their products and hence net their customers.Thus, with the Internet gaining prominence, advertising equations are fast changing and we, in the subsequent chapters, would like to study the impact of Internet on advertising from the customers as well as advertisers point of view. TRADITIONAL ADVERTISING VERSUS INTERNET ADVERTISING The first Web advertisement was placed on the Hot Wired web site in October 14. AT&T, MCI, Sprint, Volvo, Club Med, ZIMA were the first to try it out and the Internet advertising has come a long way since then. Here, we would like to compare Internet Advertising with Traditional Advertising TRADITIONAL ADV. (TA) INTERNET ADV. (IA) TA is static. It is dynamic with multimedia- supporting text and graphics video sound all together. Space is not a restricting factor Space is a problem, as regards size of the banners etc. The proportion of advertising to editorial is high sometimes 5050. A web page would be 1% editorial and % advertising. Does not evoke immediate action. Invokes immediate action as you at-least need to click on the ad. Response to the action is not immediate. First response is immediate as when the user clicks, the person is directed to other web page with more details. Advertisements are passively received. The user has high attention level and concentration while using the net, and hence they notice the ad. Advertising does not always target a very focussed audience. This can be very focussed. Advertisements are ubiquitous. Advertisements catch users when they are on the lookout for some thing. For example the search is for travel on a search engine there are ads of travel agents on the net. Difficult to track the exact number of people who saw the advertisement. This is quite possible with Internet advertisements. Ads are graphic intensive and avoid copy overload. Both copy and graphics are restricted by the banner size specifications. The costs would be prohibitive to reach a global audience. There are no such constraints. OBJECTIVES OF INTERNET ADVERTISING Advertising As far as advertising on the Internet goes, all advertisements will serve to attract the users attention and draw him to the company, which is advertising. Build brand awarenessDirect or indirect methods can be used on the websites to build brand awareness of the different brands of a company. This is where the Internet scores traditional media and methods as explained below. Stimulate direct action Visitors to a companys web site should get involved with the offerings on the site. Valuable customer information can also be captured and tracked for future marketing initiatives. Promote its brands Promotional give - away or contests generate excitement while simultaneously promoting your brands online, aiding off - line sale. Building a culture around its brands This goes along with that companys traditional advertising. Surrogate advertising This is another means of surrogate advertising of the company, where all forms of traditional advertising fail. Surrogate advertising can be proved to be positive in case of advertising on the Internet.FEATURES OF INTERNET ADVERTISINGAdvertising on the Internet has certain unique features that differentiate it from other forms of advertising. They are as follows• Member registration Member registration is an efficient tool that is used by firms to create their database. Such a database may be used to design promotional campaigns. Systems of free registration can be followed by allowing registered users to participate in various events. • Online opinion pollsOpinion polls are conducted to obtain the responses from users regarding the firms products and services besides including topics of general interest.• Newsletters Regular newsletters are sent especially to registered users. These contain information about current updations on the site and activities being performed by the company.• Contests and sweepstakesContests are useful in attracting new users to websites. They may be for simple things depending on the product or service being advertised. The prizes offered are in a wide range and usually have the logo of the company and the homepage address displayed prominently.• ContentThe content of the advertisement can be regularly updated with news regarding the activities of the firm. A fact-based section showing the manufacturing processes of a company may also be included. The use of multimedia tools can make this more interactive.• E-cards Users send free cards via e-mail from the site of the company advertising the product. The card prominently displays the logo or the baseline of the brand. The cards may be for different occasions such as birthdays, festivals, birthdays, etc. These cards are used to reinforce brand identity. Star endorsers of the brand may also be included in the picture postcard themes.• Downloads Downloads may include various utilities for the computer such as icons, desktop patterns, screensavers, themes, etc. Registered users get the opportunity of downloading software. Charts and other informative articles may also be included.• Coupons Coupons are used to promote sales off-line. Sending discount coupons for the products and services of the company on special occasions can do this. EXPENDITUREWebsite hosting and maintenance There are two options for a firm which wants to host its website. They are 1. Hosting the website on a rented serverCost Rs. 50000 per annum. Sites can be hosted on the servers of web development companies. This is a reliable and safe option. It offers the advantage of being much cheaper compared to having an in-house server. Moreover no additional hardware, software or personnel is needed since requisite changes are made by the web developer at regular intervals. Most Indian websites have this option installed.. In-house web serverCost Rs. 00000 (one time set up).Maintenance Rs. 1,00,000 per annumThis option requires a leased line, in-house web server (hardware and software) and initial setup consultancy. The in-house maintenance of the server also requires annual rental of a leased line and hardware personnel for maintenance.Website promotionCost of launch Rs.40,000. Advertising about the website can be done in the traditional media by modifying current advertisements to include the address of the homepage in order to attract off line customers. Moreover online banner advertising can also be done. If the website is hosted on a rented server the website developer usually advertises for about 1 month. This will help to attract visitors to the site.Advertising on the World Wide Web is growing at a fast pace. However it is difficult to compare advertising impact on the Internet as compared to the standard media, such as broadcast and print, because current measures of advertising on the web are not standardized and incorporate significant measurement errors. OnLine Advertising RevenuesThe online advertising revenue reached $06.5 million in 17(Internet advertising bureau, 18). Although advertising expenditures on the Internet remain relatively small in contrast to standard media, this figure is approaching that of outdoor advertising and represents nearly a three fold increase over the last two years. In 15, only $1 millions were reported on Web Advertising in contrast to $8.1 billion for the television medium. This spectacular growth is expected to continue. Thus, it had been projected that Internet Advertising revenue would reach $1. billion in 18 and grow to $ billion in 1 and reach a level of $4. billion in the year 000. Statistics suggest that the Internet is quickly becoming a very significant advertising medium. Moreover, a substantial increase in revenues, from $1.5 billion in 16 to a level of $.7 billion in 18, has been noted for expertise, access, software, content and commerce on the Internet.The number of web users is expected to grow to 170 million at the end of year 000. Estate predictions are, that by the end if the year 00,web spending will reach $16 billion. However, it is not likely that firms are going to increase their Ad Budgets due to the presence of new media. It is highly probable that web advertising will begin to siphon dollars away from other media. It is expected that yellow pages and direct mail will take a direct blow from this media. The reason being, that when compared with direct mail, the web is more efficient and measurable and also offers a greater degree of interactivity and opportunities for relation building. All of these factors suggest that web advertising will ultimately become a very important component of a companys media mix. Already numerous companies are committing large budgets to advertising on the web. Internet advertising has reached a point where companies are cons. This is because web servers typically provide statistics that can tell advertisers how many pages were requested, how much time was spent on each page etc. Due to these shortcomings it becomes difficult to calculate the exact reach, frequency of banner advertising exposures for a target audience etc. However for other media the measurement problems are not so acute.Top 10 Interactive Agencies (18)1. US Web/ CKS. Euro RSCG Worldwide Interactive. Grey New Technologies4. Cambridge Technology Partners5. Agency.com6. Xceed7. TMP Worldwide8. iXL. OglivyOne10. Strategic Interactive GroupTop Ten Online Advertisers Jan-Dec 18(in$)1. Microsoft 485714. IBM 851554 . Compaq Computers 16160614. General Motors 170855. Excite 15456. Infoseek 071547. AT&T 858748. Hewlett-Packard 800888. Barnes & Nobles 7606710. Datk Securities. 760451IMPACT ON VARIOUS INDUSTRIESUp till now, the best way to build a mainstream brand is to advertise on television, where mainstream consumers account for roughly half audience. But companies that want to avoid the high cost of national advertising can find other ways to insert their brands into consumers physical world. www.Gardenescape.com has brought its brand and its point of sale to the newsstand. As a gardening supplier, this company must appeal to high income pessimists. So Gardenescape.com created a magazine called Garden Escape where the photography is so beautiful that you might not even notice its from an Internet-based company. Yet every article includes a shopping list, an 800 number (free calling system available in USA) and the web site address where consumers can buy the plants and tools they see. Start-ups may not like the prospect of investing in non-Internet marketing channels, but this is what it will take to win mainstream consumers.The Internet makes consumer industries far more competitive and dynamic than they were in the past. In this harsh environment, the companies that intend to thrive in the long run must build a defendable strategic position. In other word, the companies need to build an advantage that other companies do not have in the marketplace. Cutting prices by 50 per cent and running Super Bowl advertisements create huge short-term growth, but it does nothing to secure the future of the company. Having a hot IPO or a high stock price may help, but it wont suffice. The companies that ultimately will win the battle for Internet consumers see now that profitable growth can not go on forever and simply being a dotcom does not constitute a strategic advantage. As the Internet matures, companies must learn to compete in world of Dynamic Trade, where the apparent supply to consumers rises and companies must heed the signals of current demand, what companies want now? Dynamic Trade will make consumer industries more efficient and on the whole less profitable than they were in the past. They must build a unique value. One way to do this is to build a brand based on consumer experiences. A projected image, even one that has millions of dollars in marketing budget behind it, will not stand up unless the every day experience of the consumers on the internet reinforce the brand. Companies that ignore this truth will find that they are not just wasting half of their advertising budget. The effect of Internet Advertising on Newspaper Revenues JORG-MARG`S FINDINGS AND ANALYSISORG-MARG conducted a survey to analyze the behaviour of internet users. They had chosen 100 as their sample size of which most of were students. They have focused only banner ads shown in the web sites while surfing. They found the results as follows Do you click on the ads that appear on the web while surfing? Out of every 10 ads you see, please specify the number of ads you usually click on? Who cares about the ads? ORG-MARG asked to write at least three Brand or web sites you can recall. The main purpose for surfing the net How often do you use the internet services? RECOMMENDATIONSAs discussed in the previous chapters, the Internet has had a big impact on advertising. We would like to recommend the following on the basis of our study1. The Internet has made a huge impact on advertising. Companies should be careful as regards joining the IT bandwagon. They should not advertise on the net just to project themselves as a techno savvy company or maybe because their competitor is doing the same thing. It should be a well-planned campaign full of specific information and attention catching.. The net charges are on the higher side (though there has been a steep decrease in the rates in the last few months). Hence people would be wary of the fact that ads consume a lot of online web time and hence they avoid clicking on average ads. Therefore, advertises should be designed in such a fashion that they attract attention and induce people to click on the net.. One more thing would be to generate search specific advertising. This would mean that if I give a search for books on the search engine, the ads displayed would be related to the books.4. Generally, people perceive the ads to be time consuming and full of unwanted information. Care should be taken to design the ads in such a way that the information they provide or the hyperlinks they provide to a site gives adequate and specific information.5. The ads and the subsequent information on the web site should be constantly updated and highlighted in the ads and thus induce repeated clicks on the ad.6. Last but not the least, the ads should be designed so as to attract attention of maximum number of people and inducing them to click, failing to do so the advertiser ends up defeating his own purpose. CONCLUSION The Internet has had a huge impact on advertising as discussed in the previous chapters. The survey findings might suggest that it is not picking up as yet with the customers as they usually prefer not to click on the ads. This might be due to the fact that the traditional forms of advertising are positioned in their minds and the concept of Internet advertising might take some time catching on. Even the high rates and low accessibility of Internet would be the hindering factor. But on the other hand the increase in the spending on the Internet advertising clearly indicate that marketers are willing to spend a significant part of their ad budgets on Internet advertising which in turn is a sign of the emerging days of Internet advertising.Love it of loathe it, Internet Advertising is here to stay and the marketers who will adapt to the needs of the net users and communicate properly with the customers as regards their products will make it big else they will perish. On the other hand the customers will have a better access to information and will have a variety of products to choose from with the Internet advertising gaining importance.REMARKS

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Drug and alcohol programs in American school. Are they effective

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Drug and Alcohol Programs in American School. Are they effective? Drugs and kids, It's a reality that every parent must face. You can not deny it .You can not ignore it. But as parents and other concerned caregivers, you are your children's greatest resource. Drug and alcohol use is widespread among American children. Despite the fact that it is illegal for virtually all high school students to purchase alcohol beverages, nearly all high school seniors have tried alcohol. The implementation of formal drug policies and programs is absolutely essential for our schools. The overall drug use by American teens is down significantly since 17. But according to the 00 partnership Attitude Tracking study, an estimated .6 million teens are in grades seven through 1 in America today. Of them 11. million (48 percent of the teen population) have tried illegal drugs, 8.5 millions (7 percent) have used illegal drugs in the past year and 5.4 million (4 percent)-nearly one out of every four teens in the nation have used illegal drugs in the past 0 days. So the question that arises now is what measures should be taken to establish a safe and disciplined school without militarizing the learning environment? Are

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the drug programs that are offered at school effective? What should be the role of parents in the development of safe and drug free school policies? During the 000-001 school year, Times-News correspondent Jessica Rivelli (00) revealed that the administrators from the North Carolina school caught 70 students in possession of a controlled substance. That was a 40 percent increase from the 4 incidents reported in the 1-000 school year. Nationwide, one in three high school students say students smoke and drink at their school. This statistic is just one of the many reported in a 117-page study," Malignant Neglect Substance Abuse and America's School", released by the National Center on Addiction and Substances Abuse. Alcohol and drug use take a large toll on children, families, and communities. Although the use of drugs and alcohol by children under the age of 1 has been identified, most prevention programs continue to be focused on middle and high school students (Bush & Iannotti,1; Finke & Williams,1; long & Boik, 1 Ried, Martinson, and Weaver,187; Teets, 11). There is mounting evidence that young children must not only cope with peer pressure to use drug and alcohol, but also live within families where there is drug and alcohol use (Bush & Iannotti; Clair & Genest, 186; Gritchting & Barber, 18; Needle et al ., 186 ; Rosa, sandier, Beals, & Short, 188; Werner, 185). These children live in fear of those family members who use drugs or alcohol (Finke et al., Finke & Williams). A number of drug education and prevention programs exist but few of these programs have been evaluated for effectiveness. The DARE program (Drug Abuse Resistance Education), created by the Los Angeles Police Department in the early 180's is still taught in a large number of school systems. Ennett, Tobler, Ringwalt, and Flewelling (14) studied the DARE program effectiveness and found that although the knowledge of the exposed children about drugs was raised, the program did not prevent drug use. From the curriculum review in education, (April 00), in Illinois alone, DARE officials say 50 percent of schools in the programs will opt out next year. Recent studies conducted by the General accounting Office and the U.S. surgeon General, among others, concluded that DARE graduates are likely to use drugs as classmates who don't go through the program. Although 5 million kids complete DARE training annually, the U.S. Department of Education no longer considers it to be an effective program. The factor affecting students' in-school substance use was the degree to which students feel alienated from their schools. Educators need to become aware of and respond to disaffected students. Teachers and other school staff should look for warning signs like frequent skipping of class and poor academic performance. Researchers must also find ways to increase students' attachment to school and their classes. These strategies may include classroom activities that increase student participation, school wide programs that encourage student involvement in extracurricular activities. Another factor that plays an important role in the alcohol or drug use of children is self-esteem. A positive self-esteem has been found to correlate with no alcohol or drug use by school-age children(Dielman, Leech, Lorenger, & Horvath, 14; long & Bik, 1; Young, Werch, & Bakema, 18). A pattern has been found that children with low self-esteem are more likely to use alcohol or drugs. However there has been some success in the drug and alcohol programs to prevent drug use by children. Donaldson, Graham, Piccinin, and Hansen (15) evaluated a resistance skill- training program involving 1,000 children in fifth through eighth grades in a California school system. The program was based on Evans' (184) theoretical base that a child's decision to use alcohol or drugs depends on the child's ability to resist social pressure. Children whose parents closely supervised their children's play, peers and whereabouts were less likely to use drugs. The other programs like the SADD (student against drunk driving) and mock programs that are offered by many schools, has helped a lot of students. The mock trial program are so realistic, that it helps a student witnessing the drama as to how he/she will end up if they were to take drugs or alcohol. On Thursday May 15th 00,a mock trial was held at Westford High School. Many of the students were stunned by the trial and realized what will happen to them if they took alcohol or drugs. And after interviewing a couple of students and teachers, I found that these programs have had a positive impact on students. The drug and alcohol programs offered in our American school are a must to help students know the consequences of taking drugs. As we see that the use of drug and alcohol has been on rise, I wouldn't want to say that these programs are not effective. Yes, these programs will be more effective if they1. Include not only drug awareness information, but also resistance skills and self-esteem exercises. . Programs should include survival skills for living in a home where parents or siblings use drug or alcohol. . Parental monitoring and community participation of children's behavior or some kind of supervision is required. These programs can only guide us, but the rest lies on the hands of the student, parents and the community. If a student wishes to stop using drugs, he/she with the help of these programs and support from the community will be successful.

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Legalization of Medical Marijuana

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Fredrick Cambell, an attorney, stated legalizers' spirit perfectly by stating, "Legalization would not mean that addictive drugs would be legally available to everyone. The purpose of legalization would be to place better controls on access to such drugs. Addiction would be recognized as a disease or physical addiction . . . For non-addicts, the substances would remain illegal in the some way that it is now criminal to sell or use prescription drugs without a prescription." Legalization simply means the entire illicit drug trade would become legal making, buying, using, pushing, possession. Yet as any pharmacist or drug company knows it can be regulated. If heroine and cocaine were legalized, and were available over the counter, the price must be held to government intervention to be sure addicts or anyone else can easily afford all they want. Illicit drugs are considered immoral not because they harm people; plenty of approved substances have that drawback. Illicit drugs are immoral because users feel better than normal and because people fear the allure. If we want a free society to function, we must permit people to make bad decisions and suffer the consequences. People have a right to ruin their lives. We might even benefit from a little humility when judging people, finding paths to happiness different from our own. The truth is the tougher enforcement gets, the worse trouble will get. The answer is to let go. Dangerous drugs, however, must be accepted as a part of the American heritage. Just as Prohibition created organized crime, today's drug laws keep organized crime alive. Before drugs were illegal, Americans handled them with few problems and treated them as a fundamental right in their production, distribution, and consumption. All of the hard drugs were legal before 114, and there were few addicts. Drug houses did not blight neighborhoods, no drug gangs were on street corners and "drug related" crime did not exist. This is talking about America just before World War 1, when it was a country suffering from many problems. Our own history proves we have nothing to fear but much to gain from legalization. Foreign experiences with drug legalization are encouraging, but the differences between them and the US may be more important than the similarities. For example, India is a country with a long history of social marijuana and opium use, but drugs attract no blame for their problems. The same can be said of opium in Iran. In the country of China unsatisfactory levels of national productivity in the nineteenth century have been attributed to widespread opium use. After the country of Hawaii became an American territory it legalized the opium trade making drugs legal to anyone. Consumption rose somewhat, but the High Sheriff pointed out that they were better served with legalization. In the US the Marijuana Tax Act of 17 federally prohibited marijuana even though it became widely and acceptably used in the 60's and 70's. The Controlled Substance Act of 170 placed all illicit and prescription drugs into five categories called schedules. Marijuana was placed in Schedule 1, defining it as having a high potential for abuse, no accepted medical use in treatment in the US, and a lack of safety under medical supervision. At the time of the Act marijuana had been illegal for more than three decades and its medical uses were forgotten so the definition was false. There are many positions on the legalization of drugs and perspectives on the issue of what should be done now. Some people feel drug abuse should be treated as a heath problem rather than a law enforcement issue and eliminate criminal penalties. A favor goes out to taking more aggressive measures to prevent drugs from crossing our boarders to help regulate sales and hopefully allow them to be used for medical purposes. In order to this is has been suggested to demand international cooperation in cutting off the drug supply even though this might hurt the economy of several countries where it is legal to grow drugs. It seems impossible to stop the supply of drugs and so there has to be a way to dry the appetite for them. In many communities, law enforcement officials are currently outnumbered. The use of illegal drugs can partially be linked to school failure, AIDS transfer, and injuries to self. The harm done by drugs is predominantly caused by the fact that they're illegal. Decriminalizing will permit the law to regulate and control them easier, while law enforcement officers will focus on other issues. While some citizens feel legalization will increase drug abuse, both users and anti-drug crusaders want to avoid pain. There is strong public support for doing everything possible to intercept drug supplies and harsher punishment for dealers even though the nation's prisons are filled with criminals serving time for drug-related crimes. On the other hand in November 16 it was shown, by voters in California (56% vs. 44%) and Arizona (65% vs. 5%), that the majority wanted to legalize marijuana for medical use. Also in the same year the majority of voters in Alaska, California, Colorado, the District of Columbia, Maine, Nevada, Oregon, and Washington voted to remove criminal penalties for seriously ill people growing or possessing medical marijuana. In November 18 voters in Alaska, Washington, Oregon, Nevada and Arizona voted the same way. Voters in Colorado and Washington DC also approved but their votes were ignored. In 1 medical marijuana legislation had passed 6% vs. % and voters in Maine voted 61% vs. % for medical marijuana.

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In response to the election victories in 16, the "drug czar," the Office of National Drug Control Policy of the US, commissioned a $00,000, 18-month study to settle if marijuana is medicine in 17. The study, "Marijuana and Medicine Assessing the Science Base," proved that it does have medical advantages for certain medical conditions while also disproving that marijuana is highly addictive, a gateway to harder drugs and would lead to non-medical use. Yet efforts to obtain FDA approval of marijuana have been thwarted by prohibitionist agencies. Instead of the National Institute on Drug Abuse supplying the FDA with marijuana to study on they deny them of it. If Marijuana was placed in Schedule , as DEA's chief administrative law judge Francis L. Young stated that the Controlled Substances Act permits and requires, it would enable doctors to prescribe it to patients. Unfortunately, on February 18, 14, it was ruled that the DEA was allowed to reject the notion and set its own criteria, keeping marijuana in Schedule 1. By keeping marijuana in Schedule 1 people who would benefit from taking medical marijuana would have no way of receiving it. As a result of a case in 175 with Robert Randall when he was arrested for growing his own medical marijuana and won with "medical necessity defense" the Investigational New Drug (IND) compassionate access program was established. It was established to help patients to receive marijuana from the government. Unfortunately, through the Bush administration in 1 closed the program to new applicants. On December 1, 1, the Clinton administration restated that the IND program would not be reopened. There are only 8 patients in the US whom the Federal government supplies with 00 marijuana cigarettes every month. Every other year the University of Mississippi grows some 700 square meters of marijuana plants for the U.S. government. There are 67 million blind people worldwide who lost their eyesight because of glaucoma, and marijuana is the most affordable drug that could have saved their sight. Cannabis hemp (marijuana) has been used as a medicine for thousands of years. It was mentioned as a medicine in the susruta of India before the 8th century A.D. In Japan hemp used to have numerous medical applications, until after WW Japanese doctors prescribed cannabis for asthma and other respiratory diseases and as a mild laxative. In the US it was a legal medicine until 16 and in Britain until 171. The ancient weed is still being cultivated by the city of Tokyo at the Tokyo Metropolitan Medicinal Plant Garden. In 16, Californians approved a ballot proposition allowing physicians to prescribe marijuana for specific illness, such as glaucoma, even though federal law prohibit it, five more states followed. Nationwide, two-thirds of the public supports the use of marijuana to ease severe pain yet, a solid majority opposes general legalization of marijuana, and even more substantial majority opposes the overall legalization of drugs. Even though marijuana is one of the safest therapeutically active substances known scientists did warn that marijuana smoke was even more toxic in the long term than tobacco smoke. No one has ever died from an overdose, and it has a wide variety of therapeutic applications such as relief from nausea, increase of appetite, reduction of muscle spasms, relief of chronic pain and reduction of intraocular pressure. There are also many benefits for many serious diseases such as AIDS, Cancer and Epilepsy as shown in the chart on page 14. According to Fredrick Bastait in 1845, "The government offers to cure all the ills of mankind . . . All that is needed is to create some new government agencies and to pay a few more bureaucrats. In a word, the tactic consists in initiating, in the guise of actual services what are nothing but restrictions; thereafter, the nation pays, not for being served, but for being disserved." Some people may ask if it's safe to be used as a medicine and except for the harms of smoking, all other effects are of those tolerated for other medications. On one hand the fact that terminal patients suffering from debilitating pain or nausea and for whom all indicated medications have failed to provide relief, the benefits might outweigh the harm. On the other hand doctors are allowed to prescribe much harsher drugs such as cocaine, morphine, and methamphetamines. Even though no other drug, at this time, is inhaled and there are hazards with smoking, not all medicines have to be completely safe to be approved. Medical marijuana users don't need to smoke so much that they pose a risk to themselves. Some only need a couple of puffs or by using it in another way such as eating marijuana. In the 0th century stramonium cigarettes were used to treat asthma showing this isn't the first drug created to be inhaled and the effects have been looked at. Legalization removes that incentive to stay away from a life of drugs could be argued in that it may send the message that marijuana is for the sick people and the dying. Children and teenagers may not feel as cool as a dying cancer patients as they would if their friends did it. Researchers have asked drug users what effect would legalization have on them. Controlled (as opposed to compulsive) users said their consumption would be unaffected; they already had all the drugs they wanted. Compulsive users indicated concern that their consumption might rise - - even though they apparently have access already to whatever quantity they wanted. Plus the federal government's annual National Household Survey on Drug Abuse found marijuana use did not increase among young people in California since the passage of Proposition 15 in 16, it is actually lower than the national average. Illegal drugs can never be completely eliminated. As long as drugs are illegal and very profitable, there will be dealers willing to sell them. Even if they were taxed and made expensive, there would still be the black market and the crime problems present today, solving nothing. When our forbears saw the Prohibition was causing more harm than benefit, they did not wring their heads in bewilderment and wonder if legalization was wrong or surrender. They simple saw that tactic did not work and something else would have to be tried instead. Blum put it this way, "Drugs seem to be the final path of expression for almost any other social problem - - poverty, race, families, social class. Drugs, I've come to think, are the tracer that diagnoses the problems of society." If there is to be a free society to function, people must permit people to make bad decisions and suffer the consequences. People have a right to ruin their lives and it may even benefit others in the long run. After all many medical practices that seemed absurd at one time are now generally accepted such as acupuncture, herbal medicines and hypnotherapy, so what makes medical marijuana any different? CANNABIS, U.S.P. (American Cannabis)Fluid Extract No. 58 .......................(Alcohol 80%).. 5.00 Fluid Extract Cannabis, in common with other of our products that cannot be accurately assayed by chemical means, is tested physiologically and made to conform to a standard that has been found to be, in practice, reliable. Every package is stamped with the date of manufacture. Physiologic standardization was introduced by Parke, Davis & Co. This fluidextract is prepared from Cannabis sativa grown in America. Extensive pharmacological and clinical tests have shown that its medicinal action cannot be distinguished from that of the fluid made from imported East Indian cannabis. Introduced to the medical profession by us.Average dose, 1 1. mins. (0.1 cc). Narcotic, analgesic, sedative.For quarter-pint bottles add 80c. per pint to the price given for pints From the Parke, Davis & Company 1-10 physicians catalog. The evidence in this record clearly shows that marijuana has been accepted as capable of relieving the distress of great numbers of very ill people, and doing so with safety under medical supervision. It would be unreasonable, arbitrary and capricious for DEA to continue to stand between those sufferers and the benefits of this substance in light of the evidence in this record. The administrative law judge recommends that the Administrator conclude that the marijuana plant considered as a whole has a currently accepted medical use in treatment in the United States, that there is no lack of accepted safety for use of it under medical supervision and that it may lawfully be transferred from Schedule I to Schedule II. The judge recommends that the Administrator transfer marijuana from Schedule I to Schedule II. States with effective medical marijuana laws States with other medical marijuana laws States that considered medical marijuana legislation during the 1-000 legislative sessions Numerous organizations have recently taken positions in support of legal access to medical marijuana and/or opposing the criminalization of medical marijuana-using patients, includingAIDS Action Council, American Academy of Family Physicians, American Bar Association, American Public Health Association, California Medical Association, California Legislative Council for Older Americans, California Pharmacists Association, California Society of Addiction Medicine, Consumer Reports magazine, Lymphoma Foundation of America, Multiple Sclerosis California Action Network, National Association of People With AIDS, the New England Journal of Medicine, and several state Nurses Associations (e.g., California, New York, and Virginia).These and other organizations positions are available from the Marijuana Policy Project FoundationMarijuana is frequently beneficial in the treatment of the following conditions· AIDS. Marijuana can reduce the nausea, vomiting, and loss of appetite caused by the ailment itself and by various AIDS medications. · Glaucoma. Marijuana can reduce intraocular pressure, thereby alleviating the pain and slowing -- and sometimes stopping -- the progress of the condition. (Glaucoma is the leading cause of blindness in the United States. It damages vision by increasing eye pressure over time.) · Cancer. Marijuana can stimulate the appetite and alleviate nausea and vomiting, which are common side effects of chemotherapy treatment. · Multiple Sclerosis. Marijuana can limit the muscle pain and spasticity caused by the disease, as well as relieving tremor and unsteadiness of gait. (Multiple sclerosis is the leading cause of neurological disability among young and middle-aged adults in the United States.) · Epilepsy. Marijuana can prevent epileptic seizures in some patients. · Chronic Pain. Marijuana can alleviate the chronic, often debilitating pain caused by myriad disorders and injuries. Each of these applications has been deemed legitimate by at least one court, legislature, and/or government agency in the United States.Many patients also report that marijuana is useful for treating arthritis, migraine, menstrual cramps, alcohol and opiate addiction, and depression and other debilitating mood disorders.What other therapeutic potential does marijuana have?[B]oth THC and CBD [two of marijuanas main ingredients] can be neuroprotective through their antioxidative activity; that is, they can reduce the toxic forms of oxygen that are released when cells are under stress. [p. 47]One of the most prominent new applications of cannabinoids is for `neuroprotection, the rescue of neurons from cell death associated with trauma, ischemia, and neurological diseases. [p. 11]There are numerous anecdotal reports that marijuana can relieve the spasticity associated with multiple sclerosis or spinal cord injury, and animal studies have shown that cannabinoids affect motor areas in the brain -- areas that might influence spasticity. [p. 160]Many spinal cord injury patients report that marijuana reduces their muscle spasms. Twenty-two of 4 respondents to a 18 survey of people with spinal cord injuries reported that marijuana reduced their spasticity. [Pp. 16, 164][I]n rats with autoimmune encephalomyelitis (an experimental model used to study multiple sclerosis), cannabinoids were shown to attenuate the signs and the symptoms of central nervous system damage. [p. 67]There is clearly a need for improved migraine medications. Sumatriptan (Imitrex) is the best available medication for migraine headaches, but it fails to abolish migraine symptoms in about 0% of migraine patents. ... However, a possible link between cannabinoids and migraine is suggested by the abundance of cannabinoid receptors in the periaqueductal gray (PAG) region of the brain. The PAG region is part of the neural system that suppresses pain and is thought to be involved in the generation of migraine headaches. [Pp. 14, 144]High intraocular pressure (IOP) is a known risk factor for glaucoma and can, indeed, be reduced by cannabinoids and marijuana. However, the effect is too and [sic] short lived and requires too high doses, and there are too many side effects to recommend lifelong use in the treatment of glaucoma. The potential harmful effects of chronic marijuana smoking outweigh its modest benefits in the treatment of glaucoma. Clinical studies on the effects of smoked marijuana are unlikely to result in improved treatment for glaucoma. [p. 177] [Note that IOM found that marijuana does work for glaucoma, but was uncomfortable with the amount that a person needs to smoke. Presumably, it would be an acceptable treatment for glaucoma patients to eat marijuana. Additionally, MPP believes that IOM would not support arresting patients who choose to smoke marijuana to treat glaucoma.]POAG [the most common form of glaucoma] is most prevalent among the elderly, with 1% affected in those over 60 years old and more than % in those over 80. In African Americans over 80, there is more than a 10% chance of having the disease, and older African Caribbeans (who are less racially mixed than African Americans) have a 0-5% chance of having the disease. [p. 17] Drug Laws Do More Harm Than Good. Repeal Them., 18, Action Web Creations, http//www.self-gov.org/drugwar.htmlMarijuana and Medicine Assessing the Science Base, Institute of Medicine, 1, National Academy of Science, htttp//books.nap.edu/html/marimed/Medical Journals and Other Publications, Carl E. Olsen, http//www.commonlink.com/users/carl-olsen/MEDICAL/journals.htmlThe Public Agenda Online The Inside Source for Public Opinion and Policy Analysis, The Perspectives in Detail, 001, Public Agenda, http//www.publicagenda.org/issues/debate_detail.cfm?issue_type=illegal_drugsThe Science of Medical Marijuana, Americans for Medical Rights, eVenture, http//www.medmjscience.orgSzasz, Thomas. Our Right to Drugs The Case for A Free Market. New York Praeger, 1.Vallance, Theodore R. Prohibitions Second Failure The Quest for A Rational and Humane Drug Policy. Westport, CT Praeger Publishers, 1.

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Freud vs Horkheimer and Adorno

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It is not uncommon for humans to take ideas from others and expand on them. Whether it is to change the idea or improve upon it, we all take previous notions and adjust them for our purposes. This is the case with the book Dialectic of Enlightenment by Max Horkheimer and Theodor W. Adorno. They have taken some of Sigmund Freud's most famous ideas, along with many of their own, and modified them into a different way of thinking. In Freud's book, New Introductory Lectures on Psycho-Analysis, he refers to the concepts of the id, ego and superego. Freud's theory states that, "The superego applies the strictest moral standard to the helpless ego which is at its mercy; in general the claims of morality, and we realize all at once that our moral sense of guilt is the expression of the tension between the ego and the superego." (Page 76) In other words, the superego is like the conscience of the ego and plays a major role in telling the ego what it should and shouldn't do. The id, on the other hand, is the inner instinct; the unconscious that tries to tempt one to do what one wants to do, and not what one thinks one should do.

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These terms can be applied to Horkeimer and Adorno's text through the myths that they take from Homer's Odyssey. In the installment about Odysseus and the Sirens, Odysseus is the superego, the Sirens are the id and the inferior rowers are the ego. Odysseus applied his "morals" to the rowers by putting cotton in their ears, preventing them from hearing the Sirens and rowing their boat into the rocks. Then Odysseus allows himself the pleasure of listening to the song of the Sirens, but he is smart enough to tie himself to the mast to avoid jumping overboard to his death. Odysseus is said to be the superego because he is in charge or the sailors, who are the ego. The superego enforces its "conscience" on the ego and doesn't allow the ego to partake in certain pleasures, which in this case would be listening to the Sirens. In other words, the superego does not allow a conversation to form between the id and the ego, (or in Horkheimer and Adorno terms, there is no conversation between nature and human beings). Odysseus is the extreme conscience who has control over where his rowers steer his ship. He is the superego, and has the authority as do parents, teachers, and law enforcers to place guilt upon those who disobey him. In their book, Horkheimer and Adorno refer to Odysseus as the ego when they say, "The adventures of Odysseus are all dangerous temptations removing the self from its logical course. He gives way to each allurement as a new experience, trying it out as would a novice still impervious to good advice... ". (Page 47) This can be interpreted to mean that Odysseus is willing to step outside the boundaries of his superego and take chances as the ego does. But despite this, it is Odysseus who is in control of the rowers (the ego), who overcomes the Sirens (the id) and it is he who is the real superego in this myth. Horkheimer and Adorno use the term conversation to refer to the interaction between two parties. They feel that a conversation must take place between humans and nature. In Freudian terms, nature is the id and humans are the ego. The ideas of nature harmonizing with humans can be related to the myth of Circe. Like the Sirens, Circe is the id. She was linked closely to nature and had the ability to draw men close to her. Once again, Odysseus is said to be the superego, simply because he did not submit to Circe. The superego is strengthened as one grows, and those men who were tempted into Circe's grasp destroyed the system of their superego and its repression. In their text, Horkheimer and Adorno also describe Odysseus as the "prototype of the bourgeois individual". This refers to the distinction between the different levels of class in a particular society. The bourgeois was the level of class that was situated beneath the noblemen, or royalty, and their purpose was to deny those lower classes the chance to experience nature and the Dionysian episodes at its most prosperous. In the Odyssey, the rowers would be considered those lower classes who were denied that opportunity, and once again, Odysseus was the bourgeois; the one in control. Although the sailors are discerning and respectful, they are constantly repressed by the bourgeois and their desire for superiority. This notion of class structure that Horkheimer and Adorno refer to when talking about Odysseus and the Sirens, can be related to another myth the Cyclops and the Lotus Eaters. In this myth, there is a definite hierarchy which contains the Cyclops, the Lotus Eaters and the surrounding Greek civilization. The Lotus Eaters are the bottom rank because they live off of the land. They are closest to nature and live in harmony with the land. The Cyclops, however, is one step above the Lotus Eaters in the time-line of evolution. They are the herders who try to control nature by containing their herds in a specific area. The Cyclops are at the beginning of repression, as would be a young child who is starting to learn the difference between right and wrong. By learning that keeping sheep nearby prevents them from having to go hunting, the Cyclops have taken one step closer to civilization. The myth of the Cyclops and the Lotus Eaters can also be explained in Freudian terms, but not quite as well as in Horkheimer and Adorno terms. The Lotus Eaters would be the id, simply because they are closest to nature and do not have to repress themselves in any way, shape or form. The Cyclops would be the ego because they have begun their repression, but they still have a strong sense of their id. The Greek civilization would be the superego because they have undergone the most repression in comparison to the other two. It seems that Odysseus understood (although not directly) the concepts of the id, ego and superego, and the fact that it is necessary to have a harmonious conversation between them. Even though these concepts were not developed that far back, Odysseus appeared to know that he could not simply overcome the Sirens on his own. He had to use the superego to repress himself (by being tied to the mast), and yet he still had the small pleasure of being able to listen to his id (the Sirens). Odysseus unconsciously saw the harmonization between the id and the ego and ultimately was able to defeat the Sirens. Although Freud and Horkheimer and Adorno have different ways of explaining the same concepts, it's easy to see that Freud's ideas are substantially drawn upon in the texts of Horkheimer and Adorno. Freud's ideas have been modified to refer to other examples, but underneath it all both texts refer to the idea of controlling our most natural instincts. Whether listening to the Sirens or being touched by Circe's magic wand, when one listens to the id one creates a false sense of happiness. But listening entirely to the superego makes one repressed and unhappy. There must be a harmony between the id and the ego, between nature and humans; a conversation where each party gets their presence known. Horkheimer and Adorno picked up Freud's loose ends and tied them together in a unique way. Soon enough, someone else will come along and tie up the loose ends of Horkheimer and Adorno and create an entirely new way of thinking of their theories.

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