Monday, January 20, 2020
Ancient South American Foodways Essay examples -- Domestication, Plant
Ancient South American Foodways Domestication of plants and animals has long been indicated as a main causational factor for population increase and socio-political complexity. Evidence of domestication of plants in South America has been said of have initially occurred 8000 BC, evidence of squash in Ecuador (Pearsall 2008:107), and 500 years earlier lima beans and chili peppers are being exploited (Lynch 1983:125-6). However, it took several millennia for intensive manipulation of plants to become standard practice for subsistence. The Archaic transition occurred around 3000 BC was identifiable for its â€Å"broadly based subsistence, experimental agriculture, seasonal nomadism giving way to sedentism, and technological proliferation†(Lynch 1983:91). By the end of the Paleo-Indian times the shift to agriculture and cultivation came to a head during Pre-ceramic 2500 BC quinoa, maize, gourd, squash, potato, beans and lucuma were now utilized for agricultural domesticationâ€â€the Formative stage according the Lynch (1983:91) ca. 2000 BC had â€Å"intensive agriculture, full sedentism, class systems, corporate labor projects, and temple-based religions.†Before and continuing through the advent of irrigation agriculture, South Americans diets and main source of protein was marine based. â€Å"Fishing is very nearly as old in the new world as the presence of humansâ€â€seafood not just agriculture underwrote the first formation of Andean Civilization†(Isbell, Sandweiss, Silver 2008:147). Small sea villages eventually provided a mutual trade system for larger complex townsâ€â€exchange of maritime resources for agricultural products. The advent of irrigation agriculture was vital in the formation of complex villages. The trajectory of irrigation in Sou... ...ithin and without the temple precincts, Chavin possessed elements which were to became standard in later Andean cities†(Bruhns, 1994:131). Also, Chiripa located near the Southern end of Lake Titicaca (600-100 BC), because a model for later temple structures particularly the Kidder Temple at Pucara. The site consisted of rectangular buildings around a central patio and each site in the complex housed a sunken rectangular temple. Consistencies across Nazca settlement patterns indicate urban planning strategies and monitoring systems. The Incan culture derived from Tiwanaku. Incan empire expanded from its core, Cuzco in the Cuzco Valley. Incan’s ability to cultivate and harvest resulting in techniques for food storage that could last from 3-7 years. Inca’s took the crops of those conquered nations and cultivated them ensuring seasonality differentiation abundance.
Sunday, January 12, 2020
Meditation Journal Entries
First â€Å"in-class†Meditation have meditated before, but never in class. It was quite an experience! When I meditate, I tend to think a lot. Trying not to think about anything and focusing on my breathing is very hard for me. But know it will take some practice. My mind runs a mile a minute, but repeating â€Å"In and out†to solely concentrate on my breathing definitely helps. I can tell that was still a little distracted.Any goose that I heard brought me back to thinking, wondering what it was, where it was coming from. Once realized I was thinking again, I brought my focus back to my breathing, remembering â€Å"in and out†. I find it fascinating that you have to realize you a thinking sometimes it happens and you don't even know what you're thinking until you take a step back. The mind works in mysterious ways. I am intrigued to learn more about myself and mindfulness through mediation. /1/15 2. Youth: Nighttime Meditation Over the weekend I tried my best to take 5 minutes to myself to re-center and be present. Tonight I was having trouble winding down, so after my tea, I searched for â€Å"Nighttime Meditation†on youth. I meditated for about six minutes until I started to drift into sleep. I enjoyed the meditation because for those few moments of the day, was able to quiet my mind, relax, and become sleepy.I feel that guided meditation works best for me; listening to he soft spoken words of the man from the video really helps me to smash all the irrelevant thoughts going through my head and really focus on what was going on in that present moment. I also enjoyed the part of the meditation where the man was guiding me to feel my body parts, from my feet up to the tip of my head. At this point, feeling relaxed, aware, and present began to doze off. Of course, my head told me â€Å"Hey! You're dozing off! †there I go thinking again, and I shut off the video and immediately fell asleep.
Saturday, January 4, 2020
Themes of Sam Shepards Plays True West, Buried Child, and Others
Although the Cain-and-Abel style of sibling rivalry this play focuses on is admirable, True West is another Sam Shepard drama that perplexes much more than enlightens. (Although as far as Bible stories goes, perhaps its more like the prodigal son and a really annoyed younger brother.) True West: Summary This kitchen sink drama begins with a young, successful brother diligently working on his next screenplay while watching his mothers house. His older brother has encroached upon the place as well. Austin (the screen writer) does want to upset his brother at first. In fact, despite his older brothers dead-beat ways, Austin seems to admire him, though he doesnt trust him. Though Austen appears civilized at the beginning of the play, he will go off the deep end by Act Three, drinking, thieving, and fightingâ€â€traits of his wandering, alcoholic father. Character Development Lee, the older brother, is oxymoronically a champion loser. He bums around in the desert, following the same life choices as his drunkard father. He drifts from one friends house to another, crashing wherever he can. He out a living by stealing appliances or gambling in dogfights. He simultaneously disdains and envies his younger brothers successful lifestyle. yet, when he gets the chance, Lee manages to enter the Hollywood elite, golfing with a movie producer and convincing him to conjure up $300,000 for a script synopsis, even though Lee doesnt know the first thing about developing a story. (This, by the way, is yet another stretch away from reality.) As often happens when erratic characters nearly reach the end of their troubles, catching a glimpse of paradise just around the corner, their own flaws prevent them from attaining happiness. Such is the case with Lee. Instead of writing a script treatment, Lee becomes severely intoxicated and spends the morning smashing the typewriting with a golf club. Austin doesnt fare much better, having spent his evening robbing the neighborhood of its many toasters. If this sounds amusing, it is. But humor never lingers long in Shepards plays. Things always turn ugly, and most of his family dramas end with a lot of objects being hurled to the floor. Whether its whiskey bottles, China plates, or heads of rotten cabbage, theres always a lot of smashing going on in these households. Themes in Sam Shepards Plays In addition to being a successful playwright, Shepard is also an Oscar-nominated actor. He stole the show from the rest of an incredible ensemble of actors in the historical drama about the Mercury astronauts, The Right Stuff. In his brilliant portrayal of Chuck Yeager shows that Shepard has a knack for playing brave, stalwart characters that exude integrity. As a playwright, however, he creates many characters that lack integrityâ€â€which is precisely the point of many of his plays. Shepards main message: Humans are not in control of their own emotions, thoughts, personalities. We cannot escape our culture or our family bonds. In Curse of the Starving Class, those who try to escape their dismal surrounding are immediately destroyed. (Poor Emma is literally destroyed in a car bomb explosion!) In Buried Child, the grandchild tried to drive as far away from his dysfunctional home, only to return to become its new supine patriarch. Finally, in True West we witness a character (Austin) who has achieved the American Dream of a great career and a family, and yet he is compelled to throw everything away in exchange for a solitary life in the desert, following in the footsteps of his brother and father. The theme of an inherited, inescapable downfall recurs throughout Shepards work. However, it does not ring true for me personally. Its understood that some children never escape the influence of their familys dysfunction. But many do. Call us optimistic, but the Vinces of the world dont always take their grandfathers place on the couch, sipping from a whiskey bottle. The Austins of America dont always turn from a family man into a thief in a single night (nor do they attempt to strangle their brother). Bad, crazy, messed-up stuff happens, in real life and on the stage. But to process the evil that men do, maybe audiences might connect more with realism rather than surrealism. The play doesnt need avant-garde dialogue and monologues; violence, addiction, and psychological abnormality are bizarre enough when they occur in real life.
Thursday, December 26, 2019
French English True Cognates Starting With S
One of the great things about learning French or English is that many words have the same roots in the Romance languages and English. The 1,700 words on the following pages are spelled (although not pronounced) identically in French and English and are true or semi-true cognates. Before you start memorizing them, please read some important notes about these cognates.The (parentheses) indicate the words part of speech in both languages, and, in the case of nouns, the gender of the noun in French.sabotage   (masculine noun)sacrifice   (masculine noun)safari   (masculine noun)saga   (feminine noun)saint   (masculine noun)salami   (masculine noun)salutation   (feminine noun)samba   (feminine noun)sanatorium   (masculine noun)sanctification   (feminine noun)sanction   (feminine noun)sandwich   (masculine noun)sardine   (feminine noun)satellite   (masculine noun)sat in   (masculine noun)satire   (feminine noun)satisfaction   (feminine noun)saturation   (feminine noun)sauna   (masculine noun)savant   (masculine noun)scalp   (masculine noun)scalpel   (masculine noun)science   (feminine noun)scooter   (masculine noun)scorpion   (feminine noun)scribe   (masculine noun)script   (masculine noun)sculpture   (feminine noun)sà ©ance   (feminine noun)secret   (adjective masculine noun)segment   (masculine noun)senior   (adjective masculine noun)sensation   (feminine noun)sentiment   (masculine noun)serf   (masculine noun)sermon   (masculine noun)serpent   (masculine noun)service   (masculine noun)servile   (adjective)servitude   (feminine noun)session#160;  (feminine noun)shrapnel   (masculine noun)signatur e   (feminine noun)silence   (masculine noun)silhouette   (feminine noun)silicone   (feminine noun)silo   (masculine noun)simple   (adjective)simplification   (feminine noun)simulation   (feminine noun)siphon   (masculine noun)site   (masculine noun)situation   (feminine noun)six   (adjective masculine noun)sketch   (masculine noun)ski   (masculine noun)skiff   (masculine noun)slalom   (masculine noun)slogan   (masculine noun)smog   (masculine noun)snob   (masculine / feminine noun)sobriquet   (masculine noun)sociable   (adjective)social   (adjective)sodium   (masculine noun)sofa   (masculine noun)solarium   (masculine noun)solidification   (feminine noun)solitude   (feminine noun)solo   (adjective masculine noun)solstice   (masculine noun)soluble   (adjective)solution   (feminine noun)somnolent   (adjective)sonar   (masculine noun)sonnet   (masculine noun)sophistication   (feminine noun)soprano   (masculine / feminine noun)sorbet   (masculine noun)SOS   (masculine noun)source   (feminine noun)spatial   (adjective)spectacle   (masculine noun)spectral   (adjective)sphinx   (masculine noun)spinal   (adjective)spiral   (adjective)sprint   (masculine noun)stable   (adjective)staccato   (adverb)stagnant   (adjective)stagnation   (feminine noun)stalactite   (feminine noun)stalagmite   (feminine noun)statue   (feminine noun)stature   (feminine noun)steak   (masculine noun)steppe   (feminine noun)sterling   (masculine noun)sternum   (masculine noun)stewa rd   (masculine noun)stimulant   (masculine noun)stimulation   (feminine noun)stimulus   (masculine noun)stipulation   (feminine noun)stop   (exclamation masculine noun)stress   (masculine noun)strict   (adjective)structural   (adjective)structure   (feminine noun)style   (masculine noun)suave   (adjective)subdivision   (feminine noun)sublime   (adjective masculine noun)subliminal   (adjective)submersion   (feminine noun)subordination   (feminine noun)substance   (feminine noun)substitution   (feminine noun)subterfuge   (masculine noun)subvention   (feminine noun)subversion   (feminine noun)succession   (feminine noun)succinct   (adjective)succulence   (feminine noun)succulent   (adjective)suffocation   (feminine noun)suffrage   (mas culine noun)suggestion   (feminine noun)suicide   (masculine noun)sulfate   (masculine noun)superstition   (feminine noun)supervision   (feminine noun)supplication   (feminine noun)supposition   (feminine noun)suppression   (feminine noun)surcharge   (feminine noun)surface   (feminine noun)surplus   (masculine noun)surprise   (feminine noun)susceptible   (adjective)suspect   (adjective masculine / feminine noun)suspense   (masculine noun)suspension   (feminine noun)suspicion   (feminine noun)suture   (feminine noun)svelte   (adjective)symposium   (masculine noun)synagogue   (feminine noun)syndrome   (masculine noun)synopsis   (feminine noun)
Wednesday, December 18, 2019
Discussions and Arguments of Old Earth vs Young Earth...
TABLE OF CONTENTS TABLE OF CONTENTS III INTRODUCTION 1 ATHEISTIC EVOLUTION 1 THEISTIC EVOLUTION 1 OLD EARTH CREATIONISM 1 YOUNG EARTH CREATIONISM 2 COPERNICAN PRINCIPLE 2 EVOLUTIONISM 2 YOUNG EARTH AND OLD EARTH CREATIONISM ARGUMENTS 3 PERSONAL VIEW 4 CONCLUSION 4 BIBLIOGRAPHY 5 INTRODUCTION Evolution theories have been around for a long time. There have also been a lot of old- and young Earth creationism arguments. These theories and arguments are discussed in this paper. ATHEISTIC EVOLUTION Atheistic evolution can be defined as a belief that everything was created without any supernatural phenomenon (God). Atheistic evolution is thus basically the opposite of theistic evolution. One of the most well-known†¦show more content†¦According to Exodus 20:11 : â€Å"For in six days the Lord made the heavens and the earth, the sea, and all that is in them, and rested the seventh day. Therefore the Lord blessed the Sabbath day and hallowed it.†This verse is found in the middle part of the Tà µn Commandmà µnts. God told the Israelites that the reason they had to work six days and rest on the seventh day, is because He created everything and rested on the seventh day. It is thus not realistic to think we have to work for six long periods (millions of years) and rest for another long period. The Bible also states that Jesus woke up three days after his crucifixion, which could not mean millions of years. Meredith Kline, from Westminster Theological Seminary proposed that Genesis should be interpreted metaphorically and not literally like most of us do. Old Earth creationists believe that scientific evidence cannot be overlooked. Scientists use the method of radiometric aging from meteorite material to determine the age of Earth. Fossils were found that are much older than a few thousand years, for example dinosaurs. PERSONAL VIEW I personally believe in biblical evolution. Science has an explanation for how life is evolving but does not have a valid explanation of how life initially began, that is where science and Christianity are compatible. Christianity canShow MoreRelated Creationism vs. Evolution Essays1663 Words  | 7 PagesCreationism vs. Evolution This paper will focus on the huge controversy between Creationism and Evolution. I will provide two opposing viewpoints on this subject. First, the discussion will focus on the question of why many people believe that God created the universe and all living things. On the other end of the spectrum, scientific information will be presented that substantiates the evidence against the existence of God. This creationism counter-argument known as evolution has itsRead MoreI Have Always Been A Science Centered Girl3245 Words  | 13 Pagesas I found time, I got reading, exploring the arguments for and against evolution that Bill Nye, my childhood idol was seeing. As each chapter passed I grew more skeptical as to what was correct; I thought evolution was a factual science? I soon asked my mom what she believed about the controversy and got an answer that made perfect sense to me, but that I had never heard before. She said that she â€Å"sees the bible as a guide to life and how the earth was made, that evolution is a valid science, butRead More Biblical Creationism versus Scientific Origin Essay example8399 Words  | 34 PagesCommonly, religious discussion turns to the subject of origins. There are two reasons for this: firstly, there are those with a literal or semi-literal interpretation of the Bible (or other releva nt holy book) who remain convinced that the world was created in the recent past looking more or less as it does today. Obviously, this issue must be resolved before the existence or nature of the deity can even begin to be discussed! Secondly, even those with the more common, nonliteral interpretation ofRead MoreLogical Reasoning189930 Words  | 760 Pagesstructure of arguments. David M. Adams, California State Polytechnic University These examples work quite well. Their diversity, literacy, ethnic sensitivity, and relevancy should attract readers. Stanley Baronett. Jr., University of Nevada Las Vegas Far too many authors of contemporary texts in informal logic – keeping an eye on the sorts of arguments found in books on formal logic – forget, or underplay, how much of our daily reasoning is concerned not with arguments leading to truth-valued
Tuesday, December 10, 2019
Problem Solving and Ambition free essay sample
Many people have different ambitions in life so the word ambition would have different definitions, depending on whom you ask. To me ambition is an urge desire to achieve your goals or succeed. Ambition leads you to dedication, motivation and time. I have many ambitions to achieve in a set period. Time motivates me to achieve my ambitions. Ambition in other words is the motive force needed to propel all of us to work towards our set cherished goals. We will write a custom essay sample on Problem Solving and Ambition or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page . In this essay, I will define ambition, write about the different effects of ambition, and at last, I will talk about my personal experience with ambition. Different people have different ambitions in life. The nature of ambition varies from persons to person. It depends upon ones family background, upbringing, social status and economic condition. Ambition is the motive force needed to propel all of us to work towards our set cherished goals. It force that makes a person achieve things wonderful and beyond one’s natural abilities, but ambition has the power to corrupt and completely alter one’s sense of reality and morality. In one of the universities in Colombia, one of the students attended a math lecture. He sat in the back of the hall and slept quietly. At the end of the lecture, he wakes up on the students voices leaving the hall. Before leaving, he noticed that the professor has written two mathematical problems on the white board. Therefore, he wrote them down in his notebook and left the hall. When he came back home, he started solving those problems. They were very hard. Therefore, he went to the universitys library, picked up some references and started working them out again. After 4 days, he was able to solve the first problem but he was feeling very angry with his professor for giving them such a hard assignment. In the next lecture, the professor did not ask about the assignment, he was very surprised about that. Therefore, he went up to the professor and told him that the first problem took him 4 days and 4 pages to solve it. The professor was very surprised; he told the student that he did not give any assignments. The two problems that the doctor wrote on the white board, was an example of the mathematical problems, which the greatest scientist could not work out at all. As we saw in this case, the student was motivated by his ambition to solve the problem; as mentioned earlier that ambition is eager or strong desire to achieve something, hes ambition here was to solve the question although it took him humongous effort and time. The solution of this problem with its four pages is still exhibited there in this university. Ambition is defined as an eager or strong desire to achieve something, such as fame or power. Every human being needs ambition to succeed in life. It is the driving force in life, which motivates us to compete and be the best. A person without ambition is like a boat without a rudder. Ambition is the backbone of this world as it led many great men throughout history to extravagant achievements. Ambition is a good character if utilized correctly. Without ambition, life will be boring, monotonous and uninteresting. There are many different situations in which being ambitious can be a good characteristics. Nothing can be accomplished without some sort of ambition. For example, if you are trying to reach a goal, such as going to college, you must have ambition. You must have the ability and desire to accomplish your goal. But ambition requires hard work. You must do your best and put in all your time and effort. If you dont have that ambition, you wont succeed or accomplish your goal. Ambition can also bring out the worst in people. In Julius Caesar, Cassius’ ambitious nature drives him to kill his lifetime friend another example is Adolf Hitler had a vision that one day the world would be without Jews. This desire gave him the ambition to kill all of the Jews, is a form of negative ambition. Being ambitious can be a good and bad trait. It can bring out the best and worst in people. It can show peoples true colors and their true interests. We do not choose to be born. We do not choose our parents. We do not choose our historical epoch, or the country of our birth, or the immediate circumstances of our upbringing. Nor do we choose the time or conditions of our death. But within all this realm of choicelessness, we do choose how we shall live: courageously or in cowardice, honorably or dishonorably, with purpose or in drift. We decide what is important and what is trivial in life. We decide that what makes us significant is either what we do or what do refuse to do. But no matter how indifferent the universe may be to our choices and decisions, these choices and decisions are ours to make.
Tuesday, December 3, 2019
Targeting Teenagers Energy Drinks, (Self) Regulation and the Ethics of the 4ps Essay Example
Targeting Teenagers: Energy Drinks, (Self) Regulation and the Ethics of the 4ps Paper The Presence of Energy Drinks When taking a look around at the night life of any city of the western culture we may come to a conclusion that pubs and party places are stuffed with under aged children below 20 or even 18. These kids need more energy to survive the rush of the nightlife therefore it is not unusual to see them drinking energy drinks – or even mixing it with alcoholic beverages. Do the producers and marketers of such energy drinks like Red Bull or Monster think of the unhealthy effects of these drinks on adolescents? A perception can be made that such beverages are highly effecting and endangering the health of their consumers – teenagers and adults – however, their producers are targeting at the most vulnerable and willing to spend audience – the teenagers of the western cosmopolitan cities. The long term goal of producers and marketers of energy drinks is not less but to own as high percentage of the market share as possible, using any kinds of marketing tools, without taking into consideration ethics and the health risks caused by energy drinks. Health Effects It is a well-known fact that energy drinks such as Red Bull or Monster contain ingredients that could be harmful not only for teens but for adults as well in the long run. According to pharmaceutical studies of Clauson et al. (2008) ginseng, taurine, guarana, bitter orange, and caffeine – key ingredients of energy drinks – may interact with each other in a way that can cause symptoms varying from headache, insomnia, high blood-pressure, stroke, or even heart attack. Various sources from the Internet show evidence that teenagers‘ health was harmed after consuming energy drinks. We will write a custom essay sample on Targeting Teenagers: Energy Drinks, (Self) Regulation and the Ethics of the 4ps specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Targeting Teenagers: Energy Drinks, (Self) Regulation and the Ethics of the 4ps specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Targeting Teenagers: Energy Drinks, (Self) Regulation and the Ethics of the 4ps specifically for you FOR ONLY $16.38 $13.9/page Hire Writer In Colorado Springs, several high school students last year became ill after drinking Spike Shooter, a high caffeine drink, prompting the principal to ban the beverages. In March, four middle school students in Broward County, Florida, went to the emergency room with heart palpitations and sweating after drinking the energy beverage Redline. (Parker-Pope, 2008) ‘Three years ago, Ross Cooney, 18, from Ireland, died after he shared four cans of Red Bull and played in a basketball match. ‘ (Nordqvist, 2004) In the mean time it must be mentioned that not only the ingredients can be harmful and risky for the teenage consumers but the lack of responsibility during drinking energy drinks plays an important role as well. While adults are – or should be – able to keep their limits, teenagers act in the most unexpected ways. ‘But the biggest worry is how some teens use the drinks. Some report downing several cans in a row to get a buzz, and a new study found a surprising number of poison center calls from young people getting sick from too much caffeine. ‘ (Johnson, 2006) Other sources underline that another factor effecting adolescents is strongly in connection with their behaviour. Energy drinks may negatively affect those teenagers, who are more aggressive by nature, ‘High consumption of energy drinks is associated with toxic jock behavior, a constellation of risky and aggressive behaviors including unprotected sex, substance abuse and violence. ‘ (Parker-Pope, 2008) Based on the above risk factors and several other additional ones numerous countries and states have already banned – or attempted to ban energy drinks, however, they were not able to sustain the state of rejection for a longer time span. For instance France, Denmark and Norway have banned Red Bull for a certain amount of time – the ban was upheld by the European Court mainly because the caffeine levels were considered to be safe and negative effects of other ingredients were not supported. The European Union enforced Red Bull and other energy drink providers to warn their consumers of the high caffeine content (Nordqvist, 2004). In the United States there have been several attempts as well to ban energy drinks – to protect adolescents, but the law does not make any restrictions possible. Energy drinks, which are classified as dietary supplements, are not regulated by the Food and Drug Administration (FDA). That means they dont have to follow the same strict limits that the FDA places on potentially harmful ingredients such as caffeine (a primary component of energy drinks) that soda makers must follow. (Park, 2011) Based on the above studies a conclusion can be made that even though energy drinks contain ingredients that can be harmful if consumed un-responsibly, the level of ingredients are still considered to be safe. Teenagers must be taught that consumption of such beverages should be kept below a certain limit or should be avoided. Attracting Teenagers Why is it so attractive for teenagers to consume Red Bull, Hell, Burn, Monster, or any other energy drinks? Most probably because these drinks are considered to be the drink of popular, young, successful people – mostly sportsmen. Goodman’s video about The Merchants of cool (2001) describes this situation clearly – being cool is essential to teenagers to be in the spotlight. Marketing cool became very popular these days, due to the well known fact that teenagers of metropolitan cities tend to use – eat, drink, wear – whatever they believe is cool and in the mean time their parents are willing to pay for these items. In the sudden a product becomes mass or becomes un-cool according to these teenagers, they are not willing to purchase them anymore. The teenagers who are willing to pay for the products represent a strong and rich audience. Therefore marketers should keep this in front of their eyes when designing new marketing strategies, mostly when talking about brands that tend to target the teenagers. If we take a look at what the energy drink brands represent, it is visible that they are either committed sponsors of extreme sports, other popular sports, (Ho, 2006) or position themselves in the centre of leisure and parties (Arlidge, 2004). This certainly is cool amongst adolescents. It can be stated that Red Bull, Monster, or other beverages are the representatives of cool. Which cool teenager would not like snow boarding, skate boarding, monster trucks, air shows, Formula-1, cross motors, car racing or any other dangerous extreme sport like skydiving? Helm, 2005) Therefore these producers target teenage buyers exactly they way they should be targeted. Does this seem unfair, or is this an example of perfect targeting? It must me mentioned that these energy drinks give the message to teens never to rest and always do something – to be always on the move. Today a usual American watches television approximately 4 hours 45 minutes per day (Shea et al. 2010, p. 165) hours per d ay. By the age an average teenager reaches the age of 21 he or she has watched more than 20 000 hours of television already. Most teenagers use the Internet throughout the day, however, only 28% of them looks for fitness and health tips (Oblinger, 2005). It is also stated that over 155 million children are overweight world wide, similarly in the United States and in the European Union, approximately 35% of adolescents are considered to be overweight or obese. (Shea et al. 2010, p. 166) Red Bull spends annually billions of dollars on not only sponsoring sports, but also building its own sports teams (Ho, 2006). Varying from numerous different sport categories, Red Bull attracts millions of teenagers towards these sports. For instance skate boarders Ryan Sheckler, Zered Bassett, Joey Brezinski, or Nick Dompierre are well known endorsers of Red Bull. They have millions of fans worldwide and hundreds of teenagers started skate boarding because of them. We can mention thousands of examples where an energy drink brand sponsored sport idol became the hero of teenagers. Because of these idols teenagers later on started doing sports instead of just sitting at home. Should parents thank Red Bull or Monster for doing this? Red Bull can easily reach its target audience through showing them how popular and trendy it is to drink their beverages. In the mean time they give the message to teenagers never to rest, and to do some sports, therefore they can become the cool and popular actors of their environment. Etical Behaviour After seeing what product Red Bull offers to teenagers, and knowing how these adolescents are reached, it is essential to take into consideration whether marketing tools of energy drink providers are ethical or not. The American Marketing Association clearly defines what is considered to be ethical from marketing point of view, however, it must be mentioned that acting ethically is always relative, it depends on the values and norms what a certain individual, or what the society tends to understand as ethical. American Marketing Association states that norms are the following: do not harm; foster trust in the marketing system; embrace ethical values; while ethical values are: honesty, responsibility, fairness, respect, transparency, citizenship (American Marketing Association, n. d. . Let us take a look at these one by one through the actions of Red Bull. Do not harm: ‘This means consciously avoiding harmful actions or omissions by embodying high ethical standards and adhering to all applicable laws and regulations in the choices we make. ‘ (American Marketing Association, n. d. ) We have seen that even though we cannot state clearly that energy drinks are harmful for teenagers, they could have negative effects if they are consumed un-responsibly. Red Bull strongly covers its decisions of the ingredients of beverages through a legal perspective. Currently the amount of caffeine and taurine are below the unhealthy limits, therefore Red Bull cannot be questioned from legal point of view. On the other hand if we take a look at a can of Red Bull it is not described clearly how many milligrams of caffeine or taurine could or should be consumed per day, or how many cans of energy drink can an adult drink without risking his or her health. Just like on the package of cigarettes or alcoholic beverages it should be mentioned in a visible, obvious way that drinking more than one can of energy drink per day could have harmful effects on health. Red Bull does not harm its buyers, however, the consumers should be educated more about the beverage. In return for this action Red Bull could be representing the care towards consumers. Foster trust in the marketing system: This means striving for good faith and fair dealing so as to contribute toward the efficacy of the exchange process as well as avoiding deception in product design, pricing, communication, and delivery of distribution (American Marketing Association, n. d. ). Red Bull communicates towards customers that their drinks will ‘Give you wings‘. They position themselves in the centre of extreme sports and parties where extra energy is essential. The picture they have built throughout the years is representing values of the company in an obvious, clear, and fair way. When we take a look at the price of a can of Red Bull it also represents that this beverage somehow stands out from other non-alcoholic drinks such as Coke or Sprite (Helm, 2005). Therefore they clearly give the message that this drink is something special and should be consumed only when the human body needs extra energy and wants to be on the top. Embrace ethical values: ‘This means building relationships and enhancing consumer confidence in the integrity of marketing by affirming these core values: honesty, responsibility, fairness, respect, transparency and citizenship. ‘ (American Marketing Association, n. d. ) Red Bull’s target audience is the male population, from teenagers to 25-30 year old adults (Helm, 2005), however, when looking at teenagers, those who really purchase – or pay for – the drinks are mostly their parents, of which Red Bull is confident, therefore they should give a message to the parents as well about honesty, responsibility, fairness, etc. Right now – according to previous studies of this paper – parents are the ones who trust the least these energy drinks and are scared of its negative effects on their teen children. Red Bull is honest, since what they state is true. Their beverage contains a high amount of taurine and caffeine that gives more energy and ‘wings‘. On the other hand it is hard to say they are responsible. They do not focus on telling their teen consumers that the drink can be harmful, and in the mean time they drag the adolescents to dangerous extreme sports. These surely will not win the trust of parents. Red Bull and other energy drink providers should win the trust of parents by either not letting teenagers drink their beverages, or create a certain type of drink that is – even if consumed un-responsibly – cannot have any negative effect on adolescents. All in all Red Bull’s actions of marketing are legally covered and they cannot be mentioned as an unethical company, however, certain restrictions and actions would make them appear in a much more positive scene. Conclusion and Recommendations We have come to the final conclusion that energy drinks contain ingredients that can be harmful for consumers – teens, adolescents, or adults – however; they are endangering health only if they are consumed irresponsibly. It is truly visible that the target audience of the highly caffeinated drinks are male adolescents (age 18-25), who tend to use more energy, or show the society how popular and cool they are. Sources have underlined that energy drinks are consumed by even younger teenagers, whose drinking habits may become dangerous, since they do not tend to focus on the healthy consumption of energy drinks. Red Bull and other similar beverage providers should put more focus on teenagers and provide them more details on how the energy drinks should be consumed. Marketers of Red Bull and other energy drinks focus obviously on gaining the highest market share possible, however, they are keeping all the necessary limits to be legally covered. Besides the possible unhealthy effects of the beverages these firm focus on sponsoring sports, which can help the health of teenagers in the long run, and attract them towards sports. The more they can effect teenagers to start doing some sports, the more helpful they can get for parents – therefore the presence of energy drinks on the market causes controversies. To avoid confrontation with parents in the future energy drink producers should focus more on educating consumers how to drink their beverages, and state clearly on the cans the ingredients of their products. The best possible solution would be to mention on the packaging visibly that teenagers below 18 should not consume energy drinks, or to create a product for younger teens that can be consumed without limits, at any time of the day. List of References American Marketing Association (n. d. ). Statement of Ethics. Available at: http://www. marketingpower. com/AboutAMA/Pages/Statement%20of%20Ethics. aspx (Accessed: 1 November 2011) Arlidge, J. (2004). How Red Bull woke up the teen market. The Guardian, 5 December [Online]. 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