Book Review of Buffalo Creek Disaster - 1266 Words

Introduction In this short essay, the author will critically review Gerald M. Sterns The Buffalo Creek Disaster in terms of critiquing the authors thesis, supporting arguments, supporting evidence and authority, style, and content. It will also place the work in the context of the larger debate about the relationship between law and business. It is the position of this author that Mr. Sterns position is correct and this position will be supported in the essay. Analysis of the Authors Evidence In the book, Stern details descriptions of his personal experiences in dealing with the political and legal culture of West Virginia. In the state for years there, the influence of large coal mining corporations is hugely significant to the local culture and communities that that the coal companies have built. The Buffalo Creek Flood occurred on February 26, 1972 after the Pittston Coal Companys coal slurry impoundment dam #3 burst four days after having been declared satisfactory by a federal mine inspector. After the disaster, the company declared the flood an act of God caused by rain and flood waters. However, the dams were of faulty construction. Dam number one which caused the flooding was constructed of coarse mining refuse that Pittston had dumped into the Middle Fork of Buffalo Creek starting in 1968. This dam failed first on the heels of heavy rains. The water from Dam number three then took out dams number two and then number one. Dam numbe r three had simplyShow MoreRelatedEssay Native American Relations with The United States4012 Words   |  17 Pagesassimilated to the white man’s way of life. Chief William McIntosh, an extreme example, was a slave holding plantation owner who lived in a two story Federalist style mansion. The trading houses allowed many Indians such as the Cherokee and Seminole Creek to acquire such things as colorful cloth that was permanently incorporated into their dress. Household cooking utensils, hunting rifles, along with the technology for logging and agriculture was attractive to many Indians and they soon settled intoRead MoreInstructor Manual37126 Words   |  149 Pagesthis manual. F. Robert Jacobs i TABLE OF CONTENTS Introduction Videos included on the student DVD Additional pedagogical resources that come with the book Chapter Outlines, Tips, Case Teaching Notes and Extra Cases Chapter 1 – Operations and Supply Chain Management Internet Exercise: Harley-Davidson Motorcycles Wyatt Earp – The Buffalo Hunter! (Extra Case) Chapter 2 - Strategy and Sustainability Case: The Tao of Timbuk2 – Teaching Note Chapter 3 – Strategic Capacity Management Case: Shouldice

Electronic Music Essay Example For Students

Electronic Music Essay Electronic Music Rave: On the phone, with flier in hand, youlisten anxiously to the pre-recorded directions on the Mission Control ravehotline. This valuable information can only be accessed on the day of the event,but now that this is out of the way, its time to prepare. People of all ages,but mostly between the ages of 17 and 26, madly attack appropriate stores topurchase their necessary rave gear. -=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-Category:Music MoviesPaper Title:Electronic Music RavesText:ELECTRONIC MUSIC RAVESOn the phone, with flier in hand, you listen anxiously to the pre-recordeddirections on the Mission Control rave hotline. This valuable information canonly be accessed on the day of the event, but now that this is out of the way,its time to prepare. People of all ages, but mostly between the ages of 17and 26, madly attack appropriate stores to purchase their necessary ravegear. They buy glow-sticks, glitter, dark glasses, sealed water, vicks vapo-rub,other trinkets and outrageous, often striped clothing. True ravers would drivefor hours or fly to attend these worldwide conventions, and all share the samedrive. You finally arrive at your destination to find a warehouse located on theoutskirts of its respective city, with a large mob of people desperately tryingto get in. Its about 12:00 midnight and all are mentally and physica llyprepared to party for the next 9 or 10 hours straight, to finally emerge fromthe doors to see daylight and non-ravers half way through their day. The Webster dictionary defines rave and techno as.RAVEu8217ra-v: To move or advance violently: STORM: to utter in madness or frenzy: To talk with extreme enthusiasm: To declaim wildly: An extravagantly favorable criticism.TECH*NO-pop: pop music featuring extensive use of synthesizersIn general practice, a rave usually refers to a party, usually allnight long, open to the public, where loud techno music is played and manypeople partake in a number of different chemicals. The number of people at theevent is unimportant; it can range from 50 to 25000 people. The cost varies, butis often 25 to 30 dollars and is usually held in a remote, and secluded part oftown. The ages of those who attend are concentrated between 17 and 26 but trulyrange from 14 to 40 or 50 years old. Its common to have several differentrooms playing different types of techno simultaneously. Techno orelectronic music can be distinguished by its often lack of vocals, creation bysynthesizers or other electronic means and its unusually fast beat; rangingfrom 115-170 BPM (Beats Per Minute), while commercial dance music isusually a maximum of 70 or 80 BPM. The first substantial piece of music composedelectronically was the Illiac Suite (1956) by the avant-garde composer LejarenHiller (192594). Each room is equipped with a Dj, a set of two or moreturntables, walls of speakers located offset from the corners and impressivevisual effects: such as lasers and light shows. The people that attend are dressed ultra alternatively. This consists ofcomfortable yet creative attire. You would often see ravers wearing extremelybaggy pants, glow in the dark body suits, and ultimately any visually entisingclothing with similar accessories. Heads of hair are often dyed with uniquecolors and faces are covered strategically with glitter and an assortment ofblack make-up for a somewhat gothic look. All of these various forms ofexpression, visual effects, the barrage of audio only compliment the fewchemicals used. Most members of the congregation use ecstasy in the form oftablet or capsule and/or acid. The light display and outrageous costumes aregeared to act as a stimulus for the hallucinogen of the acid, but the music andoverall environment is geared to the mystifying effects of ecstasy. .u1b8eb9c293fe654b1a2b8c0dd5fccb0b , .u1b8eb9c293fe654b1a2b8c0dd5fccb0b .postImageUrl , .u1b8eb9c293fe654b1a2b8c0dd5fccb0b .centered-text-area { min-height: 80px; position: relative; } .u1b8eb9c293fe654b1a2b8c0dd5fccb0b , .u1b8eb9c293fe654b1a2b8c0dd5fccb0b:hover , .u1b8eb9c293fe654b1a2b8c0dd5fccb0b:visited , .u1b8eb9c293fe654b1a2b8c0dd5fccb0b:active { border:0!important; } .u1b8eb9c293fe654b1a2b8c0dd5fccb0b .clearfix:after { content: ""; display: table; clear: both; } .u1b8eb9c293fe654b1a2b8c0dd5fccb0b { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u1b8eb9c293fe654b1a2b8c0dd5fccb0b:active , .u1b8eb9c293fe654b1a2b8c0dd5fccb0b:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u1b8eb9c293fe654b1a2b8c0dd5fccb0b .centered-text-area { width: 100%; position: relative ; } .u1b8eb9c293fe654b1a2b8c0dd5fccb0b .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u1b8eb9c293fe654b1a2b8c0dd5fccb0b .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u1b8eb9c293fe654b1a2b8c0dd5fccb0b .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u1b8eb9c293fe654b1a2b8c0dd5fccb0b:hover .ctaButton { background-color: #34495E!important; } .u1b8eb9c293fe654b1a2b8c0dd5fccb0b .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u1b8eb9c293fe654b1a2b8c0dd5fccb0b .u1b8eb9c293fe654b1a2b8c0dd5fccb0b-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u1b8eb9c293fe654b1a2b8c0dd5fccb0b:after { content: ""; display: block; clear: both; } READ: The life of Richard EssayEcstasy, the tablet or capsule, is a man made drug derived from a plant whichproduces legal, herbal ecstasy in the form of a liquid or over the countertablets. Ecstasy is a combination of concentrated herbal ecstasy and speed orheroin, cocaine, or crystal methane, but never containing a combination of thelast three mentioned. This particular drug is said to have little visualeffects, but more so physical effects. Your body starts to feel fluffy as theenergy produced from the speed kicks in. You almost uncontrollably start to moveto the beat of the music while the grinding of the teeth (from the speed) ismore noticeable. The severity of this grindin g on your teeth is lessened by theuse of a baby pacifier. This allows you to grind on a soft rubber-like itemperfectly suited for the mouth rather than the hard enamel of the teeth. Regardless, your jaw muscles will be sore. The more erotic effects of the drugcome from the concentrated herb. In a sense, it drastically amplifies your senseof touch. Where a massage when sober feels like heaven, when on the drug amassage feels more like true ecstasy, as the name would suggest. Once Vicks vapo-rubis used, it offers a flurry of hot and cold flashes and lubrication to themassage. Several pairs of ravers can be seen giving massages while, more oftenthan not, sitting at the base of either the surrounding walls or the walls ofspeakers. Similar to most types of music, techno has an appropriate method of dancing,but unlike most other forms of dancing, each individual dances alone. Thisallows you to perform independently, and being the main activity, this alsoallows you to demonstrate the extent of your talent. Dancers commonly use a pairof glow-sticks like the one enclosed to enhance their abilities. One is placedbetween the fingers of each hand. The most secure method would be under theindex and pinky finger and over the ring and middle finger. The fingers are thencurled downward. Normally the glow-stick glows brightly and comes in anassortment of colors, nevertheless, this method allows the most illumination tobe seen. Now, these glow-sticks are carefully manipulated to create adeliberate, constant flow of intricate patterns and color, making sure toutilize all the space available about the body and maintaining rhythm with thebeat of the pulsating music. The Djs play an important role in the Vibe of the rave. They canalmost be considered a shaman or a high priest of the congregation. They controlthe psychic voyages of the dancers through his choice of continuous,original music and their skill in manipulating it. I think the importance of themusic at a rave is somewhat comparable to that of the music in an AmericanIndian pow wow. In both cases the music helps one to fall into an alter state. Music is generally considered as pleasurable, but the music at a rave, and theecstasy, help to form a sense of unity by sharing an emotion and a sense offreedom. Yet, at the same time you are revered for your individuality. Forexample, the more original and entising your dancing is congratulated by aslapping of one of each persons palms together, a pat on the back, verbalgratification or simply a smile or nod. The people are very friendly, becauseyou seem to appreciate you for what you are rather than for what you are not. This differs from the typical club environment. The friendly, liberal attitudes of the ravers in conjunction with the dress,dancing and overall layout allow me to conclude that traditional values andbehavior of society is rejected. Individuals can do almost anything in a rave aslong as it does not affect someone else. For example, I could strip down to myboxer shorts and sit in the middle of the dance floor and even though it isntdone often, I can garauntee that it will be accepted. If I were to do a similarthing in Crobar (a popular club in Miami), I would promptly be ridiculed, andthen removed from the premises. In the ritual of clubbing in Miami would notaccept this form of attitude. The ritual of raving seems to promote a moreliberal view. A view based on total freedom of expression. This is apparent bymy previous description. I have met a few ravers outside of the event and amable to conclude that most of them are somewhat typical citizens. They abide bythe traditional values and behavior imposed by society, but use the rave to letgo and express themselves in a more flamboyant manner. .u2f99ef4be15f8e0390a8ba5dd0c4fc9d , .u2f99ef4be15f8e0390a8ba5dd0c4fc9d .postImageUrl , .u2f99ef4be15f8e0390a8ba5dd0c4fc9d .centered-text-area { min-height: 80px; position: relative; } .u2f99ef4be15f8e0390a8ba5dd0c4fc9d , .u2f99ef4be15f8e0390a8ba5dd0c4fc9d:hover , .u2f99ef4be15f8e0390a8ba5dd0c4fc9d:visited , .u2f99ef4be15f8e0390a8ba5dd0c4fc9d:active { border:0!important; } .u2f99ef4be15f8e0390a8ba5dd0c4fc9d .clearfix:after { content: ""; display: table; clear: both; } .u2f99ef4be15f8e0390a8ba5dd0c4fc9d { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u2f99ef4be15f8e0390a8ba5dd0c4fc9d:active , .u2f99ef4be15f8e0390a8ba5dd0c4fc9d:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u2f99ef4be15f8e0390a8ba5dd0c4fc9d .centered-text-area { width: 100%; position: relative ; } .u2f99ef4be15f8e0390a8ba5dd0c4fc9d .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u2f99ef4be15f8e0390a8ba5dd0c4fc9d .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u2f99ef4be15f8e0390a8ba5dd0c4fc9d .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u2f99ef4be15f8e0390a8ba5dd0c4fc9d:hover .ctaButton { background-color: #34495E!important; } .u2f99ef4be15f8e0390a8ba5dd0c4fc9d .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u2f99ef4be15f8e0390a8ba5dd0c4fc9d .u2f99ef4be15f8e0390a8ba5dd0c4fc9d-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u2f99ef4be15f8e0390a8ba5dd0c4fc9d:after { content: ""; display: block; clear: both; } READ: Hamlet: Character Analysis EssayRitual is a patterned, repetitive, and symbolic enactment of a culturalbelief or value; its primary purpose is alignment of the belief system ofindividuals with that of society. With this in mind, we can now fathom theidea that raving is a ritual. Raves can therefore be seen from ananthropological view as a congregation of members of a sub-culture, sharingsimilar emotions, beliefs, dress and behavior, all governed by techno music andthe Djs. They experience unity yet individuality, freedom of expression, and aliberal environment, all simultaneously. -=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-

Interpretive Journey Paper Essay Example

Interpretive Journey Paper Paper The government that we live under today was founded on principles that originated with serving God and not the pagan roots of the empirical Roman government. In many ways the difference between their town and our town are not too great. Christians are still called to live their lives differently from the way non-believers live. The moral and ethical requirements that come with living for God are the same as those of early Christians. Pewters message to live humbly before God, trusting in His power is still as relevant in the twenty-first Century as it was in the first. The meaning of this text can be summarized as, because God cares for me, I need to humbly endure the trials am going through without worrying about the outcome and when the time is right He will reward me for my willing service. Step 3 Cross the Principles Bridge What are the principles that the Author is giving. There are three principles in 1 Peter 5:6, 7: 1. We are to live humbly, despite the difficulties of this present life, acknowledging that God has the plan and the power to make it come to pass in our lives. 2. Because He cares for us, God will lift up those who suffer for Him when the time is right according to His plan and purpose. 3. Because God has a plan and the power to enforce that plan, we should through all our anxiety on Him. Living humbly is the recognition that am not capable of fixing the things that make the Christian life tough to live, only God has that ability. We will write a custom essay sample on Interpretive Journey Paper specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Interpretive Journey Paper specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Interpretive Journey Paper specifically for you FOR ONLY $16.38 $13.9/page Hire Writer

Intelligence Agencies essays

Intelligence Agencies essays Since the attacks on our country on September 11, 2001, more people have become aware of the need for our government to gather intelligence regarding what our enemies might be planning. This need has gotten even more attention in recent days as it has become apparent that those who attacked us before may well intend to attempt it again. Gathering such information has always been a function of virtually every country's government. Most Americans think the Central Intelligence Agency, or the CIA, is the agency the United States uses for intelligence-gathering. However, several other government agencies play roles as well. Some of them gather a broad range of types of information while others are more specialized. This wide range of agencies gathering information is one reason some think such agencies should have a central place where all the different kinds of information can be analyzed. In addition to the CIA, the National Security Agency (NSA), the National Reconnaissance Office (NRO) and the National Imagery and Mapping agency (NIMA) all play prominent roles in intelligence-gathering (Richelson, 1999). In addition, however, the Department of Defense, Service Intelligence, The Department of State, the Drug Enforcement Administration, the Department of Treasury, and the Department of Energy Intelligence all gather information about events outside the boundaries of the United States that can play an important role in assessing outside The Department of Defense's intelligence arm is called the Defense Intelligence Agency (DIA), which works to provide support information for the Secretary of Defense and the Joint Chiefs of Staff, and by extension, our military (Richelson, 1999). In addition to information developed by people, it gathers information on missile systems, activities on space and medical developments (Richelson, 1999). Service Intelligence ex...

Gender Diversity In Education Essay Example | Topics and Well Written Essays - 750 words

Gender Diversity In Education - Essay Example Instead, diversity can represent variations in interests, perspectives, personalities, abilities and emotions. Gender has a large influence on an individual’s cognitive and emotional development and in their perception. Therefore, gender impacts students learning abilities and in extension a teachers approach to teaching. This paper discusses subject preference as the main challenge teachers have to face in view of variations caused by gender (Cushner et al, 2006). Disparities in education caused by gender are evident in the types of subjects male and female students prefer. On average, most female students prefer arts and languages while most male students are in tune with math and sciences. Is this disparity the fault of the bio-social disposition of the students or the failure of the teachers and indeed the education system? To answer this question one needs to explore the similarities and differences between male and female students in view of education (assuming a mixed g ender classroom). For starters, male and female students are provided equal opportunity for education as stipulated by the constitution. They are also protected against gender bias and even sexual discrimination. Also, in a standard setting, male students are loved by their male and female parents equally (but expressed differently) and the same is true for female students (Cushner et al, 2006). ... On the other hand, psychologists argue that girls may receive instructions with little or no resistance but put emotion in all activities unlike boys who are more factual even at a tender age. Apart from differences in mental development, these factors may contribute to why female students prefer arts to sciences and vice versa for boys (Cushner et al, 2006). The commitment of a teacher to their students in view of human diversity is very crucial because if the teacher overlooks gender differences, both male and female students will suffer. Also, a teacher should control how their gender influences their interactions with the students in a classroom setting. Given the above, a wise teacher will not let nature take its course. The professional thing to do is to understand the differences these students present. For instance, in an essay that requires the personal thoughts of the student, the teacher should be a flexible evaluator allowing the perception of an individual student to gui de them. A male student may focus on aggressive themes such as war while a female student will pick soothing themes such as family. Also, a teacher may opt to give information laden instructions for the sake of a female students understanding and cued information for the sake of male student. This significantly bridges the gap in subject preference among the students. The teacher should also note that male students despite their culture prefer a practical approach to learning compared to female students. Having a half practical half theoretical approach to learning is beneficial to all students (Cushner et al, 2006). Another notable difference is the language abilities of male and female students. Despite the lack of concrete scientific evidence, scholars concur that female

Public Relations Essay Example | Topics and Well Written Essays - 500 words - 3

Public Relations - Essay Example The essay "Public Relations" deals with how a product’s perception can influence its sale and growth. Regardless of the quality, product perception (Alan Louis Hospital and the Pedophile book) can determine whether the product is deemed valuable or invaluable by the general public. Therefore, there is need to brand a product successfully in order to attract new customers and ensure the loyalty of existing customers. According to Barnett, the Alan Louis Hospital case study provides an ideal opportunity for comprehensive analysis. The hospital, though not well known, has a variety of strengths, which include its high ranking position in patient care when compared to the other more established hospitals in the region, its better customer care service due to its lesser size, allowing for better patient care and treatment, highly qualified personnel, up to date medical facilities and equipment, good patient relations and good brand image. However, the hospital is plagued by a few weaknesses, such as its poor market penetration and brand recognition. Despite its quality services and positive patient reviews, the hospital is not well known, which has led to lower patient entry levels. The hospital’s major competition is the other mainstream hospitals in the region, which has better brand recognition. It is quite easy to remedy these situations if the hospital can be able to utilize its opportuni ties, which include social media, advertisements, regional health care expos, billboards and broadcast media.

Targeting Teenagers Essay Example for Free

Targeting Teenagers Essay 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. 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 day. 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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