Beer

They drink a lot of these because of its effects that can make them high or drunk and makes them forget their problems. Not only problematic people do these, but also those people who want to have fun, not knowing the effects that will happen to some parts of their body of drinking too much of it. Too much intake of these liquors can cause kidney cancer which makes it more expensive when it comes to treatment. This illness won’t happen if they choose the right liquor to drink. In Visas, Wary people, who live in Samara-Letter have their own product called Tuba or in English, Coconut Red Wine.

It’s much cheaper than the there branded liquors because it’s easily made and local, but, it gives health benefits to the drinker and can also make a person drunk and healthy. Tuba is among the best wines in the world which provides multiple wine benefits that our body can get. They also have this tradition in Visas wherein Warranty’s used to drink Tuba every Sunday as a reward to their hard work during weekdays. They call it Domingo. In Luzon, it is known as Lambing but in Visas, it is known as Tuba, Ball or Balling and the only thing which makes the two of them different is the color and the mixture.

In the Visas region, particularly in Letter and Samara, the Tuba is called Coconut Red Wine because of its color; it is red in color because it is mixed with Bark (a Mangrove tree that is reddish in color). On the other hand, the Tuba in Luzon is called Coconut Vodka and it is Just a pure sap and no Bark mixed in it and is almost colorless and sometimes milky white in color. Wars are producing a lot of good quality tuba, ball, and balling. Tuba or Coconut Wine has been in the lives of many Filipinos for a long-time now. It has been drunk by their ancestors before the Spaniards came.

Today, we have indulged ourselves in the internationally acclaimed liquors like gins, vodkas, rums and the popular beer. This, however, depends if one can stomach such liquid into going all- out overnight but, most people say, “drink moderately’. But if every person who drinks liquors would try the different aroma and taste of Tuba, which would certainly give a new flavor to a person’s next-day hangover, they will love this different kind of drink. But it’s the local flavor that counts and it certainly gives an old-school taste in today’s modern Samara-Letter.

But what is more interesting is the fact that this Tuba is to Just like other liquors because this has an extra-ordinary power which can help people in many ways. This is the reason why the researchers got curious about Tuba. The secret behind this; why is this still admired by others aside from the fact that this is already a new age in the society. To help not only the business persons, but as well as the economy of the country, this is being exported into other countries. So who would say that this is Just a simple drink that doesn’t have any benefits at all aside from giving happiness to every person that drink this?

Be admired and be amazed by the spirit of the Wary heritage of Tuba. STATEMENT OF THE PROBLEM The research aims to answer the following questions which are also the main focus of this research: 1. What is the process of making tuba? 2. What is the reason why it still exists and patronized by others? 3. What are the health benefits of Tuba? DEFINITION OF TERMS Management or Mismanaging – the Tuba gatherer; a person who prepares the collection of coconut sap and climbs the coconut tree to collect the sap.

Sagging(scythe) – the knife used by a Management to cut the coconut flower. Sap – The nectar that comes out when you cut an inflorescence or unopened coconut lower. Bark – In Letter, it is the bark of a tree that is reddish-tan in color. According to Wisped it comes from a red Allan tan bark tree, a kind of red mangrove tree. In other parts of Visas they called it Tuning tree, a mangrove believed to be the best bark. Another is Bake , also a mangrove tree. This is used for coolant and preservative as it offset fermentation.

Paso- a small and short bamboo tube with a diameter enough to fit the size of the bud, also called song in the western part of Letter. Domingo- a tradition in Visas wherein Warranty’s used to drink Tuba every Sunday as a reward to their hard work during weekdays. SCOPE AND LIMITATIONS The research focuses on the study about the Tuba or Coconut Red Wine and do not covers on other type of Filipino wine. The study is only limited on the places within Samara and Letter because these are the nearest places from the place of study, the Saint Paul School of Business and Law.

The research only aims to know the information that can answer the questions stated in the Statement of the Problem. REVIEW OF RELATED LITERATURE Coconut Red Wine is a traditional Philippine wine came from the coconut tree. Another type of drink we can get from coconut is “Lambing” or coconut vodka and is merely known in the part of Luzon. The tuba and lambing is closely related. They only differ in mixture and color. A study about lambing made by TED Case Studies dated on 2005 entitled Lambing: A Philippine drink.

It covers the process of making the alcoholic beverage,Lambing which is known for its potency. It is primarily produced in Guenon Province of the Philippines,or about 143 km southeast of Manila. It focuses on Cultural Relevance, Government Involvement, Environmental Impact, and Market Penetration and Potential. The only thing it differs from our research is that our research is limited only in Region 8 , particularly in Samara-Letter. And our research discusses about the process in making Tuba and other related features about it.

On the other hand, they are similar in such a way that the both researchers studied about the liquors that can we get from Coconut Sap. BODY The process of making tuba starts when the tuba gatherer called “management” climbs a coconut tree. While on top the coconut tree, he would sit on the base of palm’s frond and looks for a newly sprouting bud of bunch of coconut flower that is till completely encased in its taking (green pod). The bud of coconut fruit (inflorescence) is lopped off by slicing its very tip using a razor-sharp sagging (scythe) to cause the sap to ooze out from the bud.

The stalk of the wounded bud is then pushed down to force it to bend and to position its tip to point downward making it easy to collect the dripping Juice as it drips. A container called Paso (small and short bamboo tube with a diameter enough to fit the size of the bud, also called song in the western part of Letter) is then attached by inserting the wounded tip of the bud not the mouth of Paso and sealed by wrapping around a sheath of giant (coconut sheath) and tying it securely with lapis (strips from coconut frond’s bark or strip of rattan).

This is done to prevent the rainwater from contaminating with the collected sap if the rain comes. With the availability of plastic cellophane and synthetic straw string, giant and lapis are sometimes no longer used as wrapper and binder. Paso is then left hanging on the tip of the bud for the whole day to collect the slowly dripping sap. The management would climb down and proceed to another coconut tree to do the same routine. The management (tuba gatherer) lops off the bud of coconut fruit (inflorescence) using a razor-sharp sagging (scythe).

Refreshing the wound will assure continuous oozing of sap from the bud. By afternoon, the management would climb back to gather the Juice collected in the Paso and pour it into the hangout or Kuwait (big bamboo pole container) brought along by the management which he hung behind his shoulder (a wooden hook that fits the shoulder is attached on it, making it easy to carry up and down in the tree). The emptied Paso is then cleaned using a potholing (bamboo plunger, also called Paton r pate in Along) that would scrape off the sediments left behind and the assorted kinds of insects that came into it.

The waste is thrown out by tapping the potholing on the frond of coconut palm. Then the tip of the bud is sliced off again to reopen the wound so that the coconut Juice would continue to ooze out. This is necessary because an old wound retards the oozing out of sap from the bud. The Paso is placed back on the tip of the bud before the management would climb down. Everyday thereafter, the management routinely tend to the same coconut bud until bout half of its length is totally sliced off and the bud’s taking (pod) would start to burst open and the beauty (tentacle-like stalks) inside are no longer tender.

When freshly gathered from the coconut tree, tuba is milky-white in color, tastes sweet, and effervescent (continuously producing tiny bubbles creating a cream-colored froth). This freshly gathered tuba, with no tuning in it, is said to be good for nursing mothers (as last resort). The unblended tuba will last only for one day as it immediately turns sour on the next day that eventually becomes Susann tuba on overall days more. If the freshly gathered tuba is mixed with tuning (a. . A. Bark), it tastes bitter-sweet and turns reddish-orange in color. If tuning is added as soon as possible, as if the Juice is still in the potholing or song, the coconut sap is immediately prevented from becoming sour, instead the tuning-blended Juice would ferment and would be aged over time to become ball or balling. A tuba that is freshly fermented with tuning and still effervescent is called bag-Eng data (a day- old or freshly gathered tuba).

After about 12 hours of fermentation, the effervescence tops and the coconut wine becomes ball (or liana in some other places), meaning the wine is a full pledge tuba. For the first 2 weeks, tuba is filtered by siphoning to decant it out from its storage, leaving behind the laws (sediments) that settles at the bottom of the container. After a month of fermentation, tuba is then called a Balling (aged coconut red wine) that is darker in color and tastes and smells like a fruit red wine. The longer it is stored the better it becomes.

Tuba must be stored under shade, better if not totally exposed to any form of light, that is why some tuba maker bury heir Jars of tuba in the ground or hide them inside the house and covered the Jars with black cloth to avoid the souring bacteria to subsist that causes the souring of tuba. The container must also be filled up to its brim, devoid of any air inside, and tightly sealed the opening to prevent the airborne souring bacteria from contaminating the coconut wine. A contaminated tuba will tastes sour and becomes vinegar called Susann tuba (coconut vinegar). Http://www. Letter- tourism. Attachable. Net/Letter-tuba/, 2013) Drinking coconut wine is good for the health; however extreme consumption of it may cause several health risks and is also gizzards. It is always important that you drink moderately. The following are only some of its health benefits: Promotes Longevity. Wine drinkers are observed to have a 34 percent lower mortality rate than beer drinkers. Reduces Heart Attack Risk. Moderate wine drinkers who suffer high blood pressure are 30 percent less likely to experience heart attacks than non-wine-drinkers.

Lowers Risk of Heart Disease. Red wine tannins contain proclamation, compounds commonly found in red wines which are good for the blood vessels and protect against heart disease. Reduces Risk of Type 2 Diabetes. Compared to nondrinkers, moderate wine drinkers are 30 percent less likely to develop type 2 diabetes. Lowers Risk of Stroke. People who consume moderate amount of alcohol are likely to experience of about 50 percent possibility drop from suffering a blood-clot related stroke. Cuts Risk of Cataracts.

Moderate drinkers are less likely to get cataracts than nondrinkers while those who consume wine are 43 percent less likely to develop cataracts than those mainly drinking beer. Cuts Risk of Colon Cancer. Moderate wine consumption cuts the risk of colon cancer by 45 percent. Slows Brain Decline. Brain functions dramatically decline on nondrinkers than on moderate wine drinkers. Gaining these wine benefits is particularly simple. All you need to do is choose the finest wine that suits your taste and surely gives the wine benefits mentioned above.

Eastern Visas has the premium wine from fresh coconut saps which is carefully processed to give you a delicious experience of its clear, smooth and unique taste. (http:// www. Vacationland. Com/, 2013) In Visas, there are at least three common ways of serving tuba: one is Signal, another is may chaser and the manly purr. “Tag” is that serving of tuba poured in the glass. ) Signal tuba is blended with lots of cola like coke, Pepsi and etc. It makes the wine very sweet and fruity to your palate and throat. The drinkers usually use this way when tuba has that Eskimos (Souris) taste so as to mask the taste.

This is also used when drinkers are not brave enough to savor the strong taste of good (not Souris) tuba. Another way is May chaser (a. K. A. Disinterest) tuba is also served with a chaser of cola or any sweet drink, such as Juice, chocolate drink, sweetened coffee, etc. The only difference is that the cola is not blended to Tuba. The chaser is immediately served after swigging tuba. They dare to savor first the true taste of tuba then iron out their squirming face with a chaser. And the last one is called Purr- from the Spanish word purr (meaning “pure”).

One has to swig a tag of pure tuba without sipping any chaser afterward. This will surely give you the truest meaning of saying “Ayah! ” to a drink. This is also considered the best way of drinking Tuba because in this way you will surely taste the original taste or the strong taste of Tuba. METHODOLOGY The topic about the most famous liquor in Samara-Letter came into the minds of the researchers. The study of the topic was more on interview and researching information from the internet and trig-media than on disseminating survey questionnaires.

The researchers interviewed Managements from different area of the region, namely from Bases, Tactical and Marabou to know the process of making tuba and their secrets behind its flavor or taste. The researchers went to Tactical City, Letter and interviewed suppliers/importers of Tuba to know their way of selling it also some of the small store owners of Tuba businesses. The rest of the information was gathered through reading the newspaper, listening to the news and surfing in the internet. And also through the information gathered, the researchers analyzed those data and organized the information taken up.

SUMMARY The researchers learned the process of making Tuba by interviewing the manufacturers of it called Management. Tuba came from a coconut tree and is made through a process of extracting the sap of an unopened coconut bud. It has a stinging sweet and bittersweet taste. The tip of the bud is lopped and the pale Juice allowed trickling into bamboo containers. A sturdy tree yields about a gallon of liquid daily. From coconut water, comes a syrup concentrate for tuba. Tuba is a sweet, fresh or mildly fermented sap taken from tapping the young expanded flowers of the coconut.

The researchers also learned the health benefits of drinking Tuba. It promotes longevity, reduces heart attack risk, lowers risk of heart disease, reduces risk of type 2 diabetes, lowers risk of stroke, cut risks of cataracts and cut risks of colon cancer. The Tuba still exist up to the present because of its uniqueness in terms of taste, aroma, and also of its price compared to other wine. And also it is considered as one of the beneficial wine in the world. The researchers also learned the three common ways of serving tuba, one is Signal, and another is my chaser and the manly purr.

The researchers successfully answered the question they were curious of. CONCLUSION The researchers concluded that tuba is preferable than other liquors because of the health benefits it gives to the drinker. The reason also why it still exist because of the cheap price and the benefit it gives to drinker, not only to the drinker, but also to the economy of the country through exports to other countries. The researchers also concluded that the process of making tuba is clean but hard to make because of the tall coconut trees that the managements climb every day Just to make it.

But, it’s worth it because it can help our country, not only our country, but also to the health of each person who drinks it making him/her healthier. RECOMMENDATION Based on the data gathered and the study conducted, the researchers recommend that the business persons engaged with the business on Tuba making, as well as to the government to continue exporting this kind of wine into other countries abroad o that this would be recognized by other people outside the country. And also, due to the continuous exportation of Tuba, the Philippines will be more famous and popular than it is today.

The researchers also recommend to other students who are graduate and undergraduate of business courses to engage in this type of business, the Tuba Making. Aside from the additional income that It can brought to themselves as well as to the country, it may also help the people who drink this to become healthier because of the benefits it can gives us. The researchers recommend also hat related researchers with regards to the topic should be conducted so that this type of Filipino heritage, the tuba should be more known in our country.

The South African Breweries has gone into partnership with Stop Hunger Now South Africa to make a campaign that contributes towards the poverty and hunger in Africa, specifically amongst students. This campaign’s aim is to sell 8 packs of beer, and for each one sold, it will contribute towards a wholesome meal for a hungry student somewhere across Africa. With Africa having one of the highest poverty rates in the world, there are numerous amounts of people that go unfed daily.

The SA Breweries and Stop Hunger Now campaign is aimed at all beer drinkers, but specifically students who are new to the drinking scene and are more likely to have an emotional impact on the advertisement as they see the poverty amongst the students around them daily. It is said that many students across Africa fail their studies as a result of hunger, and therefore this campaign’s main focus is to help feed hungry students living in poverty all around Africa by selling more beer.

The sole purpose of this campaign is to encourage beer drinkers to buy beer from SA Breweries, and specifically this “Beer for Africa” 8 pack, as it will help fund a good cause, as a part of the consumers money will go towards ensuring a student in poverty is fed a wholesome and nutritious meal. Clever tactics have been used in this campaign’s advertisement to draw the audience’s attention. A normal beer pack usually consists of 6 beers, and with this promotion the consumer will not only be supporting a good cause, but will also be getting two more beers.

Consumers will therefore much rather buy the 8 pack from SA Breweries’ “Beer for Africa” promotion because they are getting more for their money and get to feel as if they have made a difference at the same time. This article seems to be presenting the truth as the campaign has provided sufficient information in the advertisement to buy one’s interest, and it is also widely available throughout all social media platforms.

There is also a very small chance that a big company such as SA Breweries would present an advertisement as such with false information, as it will not only bring upon great inconvenience, but it will also look extremely bad on their reputation as a well establishes South African business. The target audience of this campaigns advertisement is people who drink beer, specifically young students who can relate to the cause behind the campaign through their peers.

The advert that has been displayed across many large social media platforms is very successful and does not fail to get the message across to the audience. It is a well lay out advertisement with a very clear verbal context that makes it easy for anyone to receive the message intended and identify the cause. Although this campaign has none but good intentions, the way that the money is being raised has created many problems around the matter.

The campaign does not violate any human rights, however the fact that they are using poverty to promote beer sales allows the audience to associate a negative feedback with the SA Breweries as it is as unethical. They are using a serious cause to market their beer in a population where binge drinking is an endemic problem, and many see this as a serious offense. If one is to really consider every aspect and detail of this advertisement, there could be serious offense taken.

The fact that the campaign is specifically aimed at students could raise a social debacle as majority of the people who go unfed daily are not students. Another issue that could be raised by this advertisement is the fact that the hands being held out with food in them in the one image are black hands, and under them it says “2018 target= provide 1 million meals for students”.

This could raise a serious issue as it is stereotyping that black students are the ones who are in poverty and in need of the meals. The SA Breweries and Stop Hunger Now Campaigns’ advertisement is accessible through all social media platforms, including their Facebook page. It may also be found in bottle stores that stock their products and is open for all public to see

International strategy is known as the complete collection of commitments, decisions and activities that organizations conduct to get international competitiveness (Lorraine, Li & Dan, 2010) Corona Extra is known as Corona owned and produced by Grupo Modelo in Mexico. Nowadays, Corona Extra is considered as one of the beers which is the best selling beer in Mexico and worldwide. Corona Extra is present in more than 170 countries around the world. As many other organizations, Corona Extra has also made some international strategies when Corona Extra engaged in international market. Firstly, Corona Extra has conducted advertising on the media in the country where they are entering. In advertising of Corona Extra, Corona Extra focuses on relaxing and escape when people drink beer instead concentrated on flavour and quality.

Besides, Grupo Modelo has made the global strategy of positioning its product on a niche market with high prices, focusing on bringing to the memory of consumer those beach vacations in a neighbouring countries, serving beer that identical to what sold and produced in Mexico and reasonable-pricing compared to the other rivals. The international marketing mix of Corona Extra is including Price: the price of Corona Extra is different in each market. For example, the price of Corona Extra in Australia is quite difference compared with the price of Corona Extra in Mexico. Product: Corona Extra pays attention on the quality of beer. Corona Extra has used glass bottle for their products; thanks to this, customers can easily identify the colour of beer. Promotion: Corona Extra has advertised on the social media. Besides, aiming to ensure consistency of the brand on the market, Modelo has also supported importers as well as launched a number of specific strategies in each market. Place: aiming to serve consumers more effectively, Group Modelo has expanded its distribution network with more than 350 stores in Mexico and services-oriented sales force with 695 distributorships and offices to guarantee that the products of company can come to consumers in the right way at the right time. With respect to Grupo Modelo signed a multi-year contract to make Corona Extra become official sponsor of ATP (Association of Tennis Professionals) World Tour in 2010. This is in line with Corona Extra’s international strategy and its international marketing mix.

It is undoubtedly true that nowadays ATP is considered as one of the most famous the sport events in the worldwide. Thus, it is not surprising when ATP’s programs of events are known by many people in the world. Thanks to this, when Grupo Modelo signed a multi-year contract to make Corona Extra become official sponsor of ATP (Association of Tennis Professionals) World Tour in 2010, Corona Extra will be identified by many people around the world, this helps Corona Extra to be closer with customers. Besides, when Grupo Modelo signed a partnership with ATP, the image of Corona Extra will be improved. The reason is provided for this is that the brands coordinate with ATP is mostly the famous brands such as Barclays, Rolex, South African Airways, and Nissan; that is why, when Grupo Modelo coordinate with ATP, the image of Corona Extra will be improved.

Introduction

Alcohol is the oldest and still probably the most widely used drug today. Some consider alcohol as an opponent but many consider it as an ally. Moderate amounts stimulate the mind and relax the muscles, but larger amounts impair coordination and judgment, finally producing coma and death. It is an addictive drug leading to alcoholism. Alcohol is known since antiquity to have some therapeutic value. Opium and alcohol had long been used as analgesics. Greek medicine had employed wine and vinegar in wound care. Now we know that alcohol is a good antiseptic.

Alcohol has other values in modern medicine such as pain relief, delay labor, raising HDL level, etc. Pure ethanol is a colorless, flammable liquid (boiling point 78. 5? C). Ethanol, produced by fermentation as in wine or beer or by synthesis, is a dilute solution and must be concentrated by distillation for making other alcoholic beverages or pure ethanol for injections. This article will review the origins of alcohol and its many uses throughout history. Early Alcoholism Since antiquity, alcohol-containing beverages played a vital part in the daily lives of ancient people.

Beer, from fermented barley, is the earliest known alcoholic drink to man. Beer was an integral part of their religious ceremonies and mythology. Early civilizations found the mood-altering properties of beer supernatural, and the newfound state of intoxication was considered divine. Beer, it was thought, must contain a spirit or god, since drinking the liquid so possessed the spirit of the drinker. Remnants of this belief persist to modern times. We still refer to alcohol and alcoholic beverages as “spirits”. The mouth of a perfectly happy man is filled with beer”, is an ancient Egyptian proverb. Indeed, numerous ancient Egyptian inscriptions and documents show that beer, together with bread, was a daily food. Beer was an important offering to the gods, and was placed in tombs for the afterlife. An inscription in the tomb of Ramses II (c. 1200 B. C. ) reads: “And thou shall give me to eat until I am satisfied, and thou shalt give to me beer until I am drunk. ” The ancient Greeks called beer “zythos”, which was derived from the Egyptian word “zythum”.

The Romans brewed and drank “cerevisia”, named after Ceres, the goddess of agriculture. The Romans had a god Dionysus, or Bacchus, the god of wine, who they worshipped in bouts of alcoholic frenzy. The hangover plagued mankind. It was a top medical priority in the days of ancient Egypt. Cabbage juice was the Pharaoh’s remedy. For many hundreds of years we have looked upon this “old wives” tale with amusement. However, recent scientific studies have shown that cabbage juice can chelate some of alcohol’s byproducts after the liver has detoxified it.

Ancient cultures brewed beer for religious ceremonies as well as for their own enjoyment. Drinking beer was the principal means by which worshippers achieved religious ecstasy. Beer occupied a major role in ancient literary repertoire. For example, the Finnish poetic saga, Kalewala, has 400 verses devoted to beer but only 200 were needed for the creation of the earth. According to the Edda, the great Nordic epic, wine was reserved for the gods, beer belonged to mortals, and mead [an alcoholic drink of fermented honey and water] to inhabitants of the realm of the dead.

Although beer and brewing was known in many ancient cultures, the oldest proven records of brewing are about 5,500 years old and can be traced to Mesopotamia . A vast repository of cuneiform writings from the area depicts beer and brewing, hence the Mesopotamians are credited with the first beer. The earliest account of barley is found on an ancient Sumerian engraving describing beer making. Beer made people feel “exhilarated, wonderful and blissful. ” The Royal Cemetery of Ur, one of the most spectacular discoveries in ancient Mesopotamia, contains mid-3rd millennium BC tombs of kings and queens of the city of Ur.

One of the tombs belonged to Queen Pu-abi who was buried with her servants. Among the hundreds of gold and silver items found to accompany her to the afterlife was a five-liter silver jar, her daily allotment of barley beer. Hammurabi, who decreed the oldest known collection of laws, established a daily beer ration. This ration was dependent on the social standing of the individual. For example, a normal worker received 2 liters, civil servants 3 liters, and administrators and high priests 5 liters per day.

In those ancient times beer was not sold, but exchanged for barley. As beer brewing was a household art, it was also women’s work. Hammurabi once ordered a female saloon-keeper drowned for serving low quality beer. The importance of beer to early man is highlighted in Gilgamesh, the great Mesopotamian Epic and written in the 3rd millenium B. C. It is the oldest literary epic in the world. Enkidu, the bestial primitive man, “drank seven cups of beer and his spirit loosened and his heart soared. In this condition he washed himself and became a human being. Thus, Enkidu, the wild-man, evolved from primitive man to “cultured man” after tasting beer. History of Alcoholism in Arab “The oldest alcoholic drinks were fermented beverages of relatively low alcohol content, that is, the beers and wines. When the Arabs introduced the then recent science of distilling into Europe in the Middle Ages, the alchemists believed that alcohol was the long-sought elixir of life. Alcohol was therefore held to be a remedy for practically all diseases, as indicated by the term whisky (Gaelic: ‘water of life’)”.

The concept of an elixir or life-giving potion originated from the writings of Jabir ibn Hayyan (8th century AD) and al-Rahzi (9th century AD) and known to the West as Geber and Rhazes respectively. They were the most important scientists in the history of chemistry and chemical technology in Islam. Their works exerted a dominating influence on later generations of Muslims and Europeans. The most important of the great chemical discoveries in the Middle Ages were alcohol and mineral acids, and the key to finding them was through the process of distillation, which the Arabs developed and mastered.

Distillation was one of the most important processes in Islamic chemical technology and was employed for both medicinal preparations and a variety of other technological and industrial uses, including the preparation of acids and the distillation of perfumes, rosewater and essential oils. Several great Muslim chemists clearly described the distillation of wine using specialized distillation equipment. Al-Rahzi, in his book Kitab al-Asrar (The Book of Secrets) described the process of distillation and the apparatus used. He used distillation to concentrate alcohol, which was then taken as an anesthetic.

Al-Kindi (9th century AD), describes distillation and the apparatus in his book, Kitab Kimya’ al-‘itr wa al-Tas-idat (Book of Perfume Chemistry and Distillation). Al-Kindi says: “In the same way, one can distill wine using a water-bath, and it comes out the same color as rosewater. ” In Spain, the Arab surgeon Aub al-Qasim al-Zahrawi, (d. 1013 AD), known to the West as Albucasis, described the distillation of vinegar in an apparatus similar to that used for rosewater, adding that wine could be distilled in the same way. He described using alcohol as a solvent for drugs.

The flammable property of alcohol was noted by Jabir (Geber): “And fire which burns on the mouths of bottles due to boiled wine and salt, and similar things with nice characteristics which are thought to be of little use, these are of great significance in these sciences. ” The flammable property of alcohol was utilized for various applications in Arabic military and chemical treatises of the 12th and 13th centuries. Many Arabic manuscripts describing the chemical recipe for alcohol eventually found their way into 12th and 13th century European works and attributed to various European authors.

Clearly, the Arabs were the first to distill alcohol and used it for medicinal purposes. From the Arab world, knowledge of distillation spread to Europe and European alchemists began experimenting with the distillation of many items, but medicines were still mostly given as infusions or decoctions of single herbs. Arabic writings in Spain began to influence Christian schools of medicine in Italy and France. The 13th century Spanish alchemists, Arnold Villanueva and Raymond Lully, introduced wine spirits, which they called aqua vitae (water of life) as a solvent into European medicine.

This later became known as brandy, shortened from the German term for “burnt wine. ” Brandy was used as medicine by itself for various diseases and later became popular as a recreational drink as well. In the 16th century, the Swiss physician Paracelsus popularized the use of distilled alcohol as a solvent to prepare tinctures from herbs and chemicals. History of Alcoholism in USA During the early 1970s, partly in response to student movements of the period  many states lowered the drinking age to 18  the thought being that if a young man could be sent to war, he should be able to legally purchase and consume alcohol.

It was also at this time that the voting age was lowered to 18. In short, what happened at this time is that college students demanded, and received, the same constitutional rights as adults — e. g. to vote, freedom of speech, freedom of assembly, rights to privacy (including access to contraception, and abortion), etc. This consensus was challenged by the College Alcohol Study started by a group of researchers at the Harvard School of Public Health, led by social psychologist Henry Wechsler, who began exploring the problem of college drinking in the late 1970s and early 1980s.

Their work in part led to the passage of the National Minimum Drinking Age act of 1984. It also led to the construction of “binge drinking” as a disease and social problem particular to young adults in higher education settings. I was an undergraduate at the University of Vermont while all this was going on  the state was a holdout on keeping the drinking age at 18 but was eventually forced to raise the drinking age to get those federal highway funds.

More recently still, the abstinence approach bolstered by the College Alcohol Study has been challenged by research conducted by the Social Norms Institute, who argue that the “health terrorism” perpetuated by the “binge drinking” model has not solved the problem of campus drinking, it simply has created an underground culture of drinking. They argue that by focusing on the most egregious cases, prevention efforts have exaggerated the extent to which most college students drink. Their approach is remarkably similar to that proposed by the Yale Center in the 1940s — i. . emphasize wellness, resilience, and informed decision making. Harmful effects of alcohol The long-term harmful effects of alcohol abuse on the body are also great. Fifty percent of chronic liver disease is caused by alcohol abuse. Alcohol is also associated with many other diseases, including pancreatitis, cardiomyopathy, peripheral neuropathy, dementia and other central nervous system disorders, and the fetal alcohol syndrome. Alcohol abuse is associated with cancers of the alimentary and respiratory tracts and possibly with breast cancer.

High amounts of alcohol or longterm ingestion increase insulin resistance, triglyceride levels, blood pressure and all-cause mortality. Binges may result in arrhythmias. Alcoholics have elevated levels of plasma homocysteine, which has been linked to premature vascular disease. Beneficial effects of alcohol There is no doubt that when used appropriately, alcohol has many medicinal uses, as mentioned earlier. Beer was used as anesthetic since ancient times and was a common component in ancient prescriptions in Mesopotamian, Egyptian, and Greek medicine.

Since many recorded ancient prescriptions contain many ingredients, it is often difficult to determine which is the active component. Many powerful drugs must have been administered unintentionally, for the wisdom behind many folk remedies rests on the accumulated weight of empiric experience through the millennia. One of the fascinating finds of medical archaeology is the detection of the antibiotic tetracycline on a thin section of bone from Roman Egypt.

It is thought that tetracycline was formed in the brewing process as a result of contamination with an airborne streptomycete, and then ingested with the beer. Beer, therefore, might have been an unintentional vehicle for the delivery of powerful antibiotics in those early times. Since beer was a fundamental food staple, a constant intake of this antibiotic might have influenced the pattern of bacterial infection. It is possible that the well-known great bacterial resistance to tetracycline today maybe due to bacterial exposure to it since antiquity.

In the Virgin Mobile advert there is a specific target audience for this advert. It is set at the range of age of 13-19 years old. It suggests this range of age group because most teenagers use mobiles and the Virgin Mobile is advertising that you can text someone for real cheap costs. This means more teenagers will change mobile companies to get a cheaper rate to text friends. The denotation of the Virgin Mobile advert is that Christina Agularia is meeting up with a business man when she sits on his chair and starts making the chair move up and down then two men on a building site see Christina and get the wrong idea of what she is doing. So they take a photograph and send it to friends, who spread it to the press, who start spreading rumours of what Christina ‘has’ been doing. Then you have the men in a bar watching the news when they see what they started has ended up on television. Finally it comes up with slogan for Virgin Mobile.

The connotation (what it suggests) of the ‘Virgin mobile’ advert is that if you work in a building site you will have Virgin Mobile and see a celebrity in a business building doing something not so rude but you take it the wrong way and think its rude. It suggests you take a photograph and send it to your friends then suddenly the press appears and embarrasses the celebrity and you get fame. The Strongbow advert has humour in the advert, which will be described in this paragraph. This advert is a humorous advert because it is set in the mouth of a blue whale that has its mouth open in the middle of the ocean without water coming into the mouth. This humour is put into make the advert more appealing to people who what to buy this beer and therefore this boosts up sales for the beer therefore making the company more money.

In the Strongbow the imagery symbolism is in the form of the logo. The logo of the Strongbow advert is a can of the beer with four arrows landing next to the can. This is a perfect logo for the beer because the can represents the “strong” part of the beers name and the “bow” part represents the bows. Therefore it is a simple logo for the beer. For this paragraph I will explain the use of the catchphrase used in ht e Strongbow advert. The catchphrase for the Strongbow advert is “Bitter sweet strong” and this is said most of the way through the advert. This produces people that are watching the advert to buy more of Strongbow’s beer therefore boosting the company’s income because the want to try a beer which is both sweet and bitter.

The sound effects in this advert vary from each taste bud. The sweet taste buds sound effect sounds different to when the beer is put onto the bitter taste buds and they both sound different from when it is put in both taste buds. This boosts the company’s income because more Strongbow is being sold by the taste of what they heard the whale do.

In the Strongbow it has a specific target audience for the advert. The advert suggests that the advert is set at males old enough to drink. It suggests this because it is a beer and there are only men in the advert and it is mostly men who drink. This means that the customers of the beer will just be men. The denotation of the Strongbow advert is that one man is talking to another man about Strongbow and saying that he’d like to be a blue whale. Then they suddenly appear in a blue whales mouth were one man runs to the entrance of the mouth to escape. The other man then pours the Strongbow onto the whale’s sweet taste buds, then onto the bitter taste buds, then finally on both of them. As soon as the Strongbow hits both taste buds the man at the entrance of the mouth is flung towards the other man. Then when the man gets up they appear back in the pub where four bows land next to a can of Strongbow and a blue whales eye appears in the fish tank behind the bar.

The connotation of the Strongbow’s advert is that it suggests that when you drink this beer you will taste it as bitter and sweet. It also suggests that you will appear in a whale’s mouth and if you have a fish tank or a pond you will find a blue whale there. The difference between the two adverts can come down to several things but I’m going to tell you about the main character in both adverts. Also in the next paragraph about the target audiences each advert is aimed at.

In the Strongbow advert there is no celebrity endorsement but it still has the same effect as the Virgin Mobile advert. My opinion is that even though well known celebrities who endorse adverts help promote adverts and boost the rate of sales but a not so well known celebrity can still help promote products if they show real talent and attract viewers attention. Also it helps if the endorser is in an unusual advert that catches people eye because of the strangeness of the advert.

The target audiences for both adverts are for different age groups and genders. The Virgin Mobile advert is set for both male and female at the age of about 13-25 years of age. However, In the Strongbow advert it looks like it is meant for males between the ages of 30 to 50. the adverts suit these target audiences because of the use of colours, the celebrity endorsements and most importantly the product being sold.

Mountain Dew is a carbonated soft drink (CSD) brand produced and owned by PepsiCo. The drink is yellowgreen, citrus-flavored, and high caffeinated. The product sells to male teens and young adults who embrace excitement, adventure and fun. The positioning is that it is the great tasting carbonated soft drink that exhilarates like no other because it’s energizing, thirst- quenching, and has a one-of-a-kind citrus flavor. Some of Mountain Dew’s competitors include other carbonated drinks like Coke, Sprite, and Dr. Pepper. Noncarbonated drink brands such as Snapple and Gatorade are also considered competition. One of Mountain Dew’s strengths is that they were the first use and athletic activities as a marketing strategy. Also, the drink is the brand of one of the most globally recognized companies PepsiCo, helps Mountain Dew create a name within the beverage industry. It has a unique citrus taste. A weakness of the company is that Mountain Dew target market and promotions are only for young customers.

Problems/Constraitns

Mountain Dew is facing three main problems in selecting a new creative. How to keep the “Do the Dew” campaign working hard to build the brand knowing that extreme sports were becoming overexposed. How to respond to the growing threat of non-carbonated drinks, especially Gatorade and the new highly caffeinated sugary energy drinks.

The need to expand the appeal of Mountain Dew to new users while reinforcing it among current users. The constraint to problem #1 is Mountain Dew extreme sports were becoming overexposed and it can be difficult to come up with an alternate way to keep the exhilarating aspect that isn’t predictable. Mountain Dew needs to keep in mind that teens are gravitating to new activities and trends. With problem #2 one constraint may be if they do focus on the more non-carbonated assets of Mountain Dew such as the low carbonation and citrus sugary taste, they may lose existing customers. Problem #3 may be constricting because there is no market research or marketplace data to guide the decision to an ad that would appeal to both users. Also, the company needs to understand that new users and current users may have different interests because of differences in age. The advertising budget may increase if multiple ads need to be created to attract their ideal Mountain Dew target market.

Solution

For problem # 1 Mountain Dew should keep an alternative idea of manhood versus American ideology. If the brand supports this consistency it will earn cultural authority. The cheetah storyboard fits best with this alternative idea because it aligns well with Mountain Dew’s communication strategy shown in exhibit 3. Based off of the chart, their execution direction was to explore other metaphors beyond alternative sports to express “exhilarating intensity”, and communicate quenching. The cheetah storyboard shows exhilarating intensity with the dew guy chasing after a cheetah who has stolen his Dew. It communicates quenching because the setting takes place in a hot desert. A solution to problem #2 is to continue the same advertising approach where they focus on the energizing and quenching aspect along with the exhilaration and excitement benefit. Their advertisements have been successful in working-class Towns, rural towns & farms, and downscale rural areas (exhibit 5a).

On page 4 it discusses how Mountain Dew is appealing to the rural and working class lifestyles over Coca Cola and Pepsi. Because there isn’t much competition within these lifestyles they should continue appealing ads to these lifestyles. The solution to problem # 3 is to create separate ads that appeal to both new users (male teens—18-year-old epicenters) and current users (20-39-year-olds). The advertising budget will need to increase. Mountain Dew can afford to do so because exhibit 2 displays the advertising spending for other competitors and Mountain Dew’s budget is significantly lower than all brands, even those who have a lower number in sales and shouldn’t be able to afford it (exhibit 1). The ad Mountain Dew should select to appeal to new users is Cheetah. The characters are all in their late teens and the setting is something that the average 18 year-old can relate to and find exhilarating. For the current users the Labor of Love storyboard would be most successful because the majority of men ages 20-39 have children and can relate to birth, children, and being a father.

The advertising campaign conforms to the usual codes and conventions of advertising and typical beer advertisements. From the use of humour to the product placement and product usage. Product usage is important in any advertisement particularly when the product is physically consumed as it shows the satisfaction and fulfilment it can or will bring, in an attempt to further persuade and encourage the audience.

As with these advertisements the additional pleasures that consuming the product will bring are clearly visible. This is an effective way of advertising because placing the product centrally helps to make it seem a complete necessity and positively shows the advantages that it can bring. The main genre, being the codes and conventions of beer advertising, often link with the values and ideologies contained within the text. The main codes and conventions are the use of humour, sexual connotations, live action, social inclusion and a happy, aspiration lifestyle, these all feature heavily in the Boddingtons Beer advertising campaign.

The values that the adverts are promoting are the moral acceptance of sex, partying and drinking as everyday activities. Boddingtons is shown to give you an advantage of money and ‘the celebrity’ lifestyle and it encourages the audience to live in this way, showing that success is measured by wealth, fame and sexual conquest. It also, quite importantly, shows the role for independent, powerful, dominant women in society, placing women on an equal par with men, which reflects the changing attitudes, our society has gone through, even though this equality is sown by the fact that it is acceptable for women to drink alcohol. On the other hand it shows the drinking of alcohol on a regular, daily basis as morally acceptable for our youth, naturalises heterosexuality, shows casual sex as acceptable and places alcohol at the forefront, as an acceptable social device. Showing alcohol in a light that it will improve all the areas of a person’s lifestyle that the target audience are particularly interested in.

The advertising campaign does make assumptions about its audience. Particularly that they aspire to celebrity status, wealth, sexual activity, drinking and clubbing, and overall success. This can be seen by the settings and lifestyles in the adverts, the fact that the product is alcoholic, the specific intertextual references and the themes and ideologies that the adverts contain.

Throughout the entire advertising campaign everything that has been deliberately set up has been done so for a reason, the audience is placed in the position so as to build their assumptions and expectations and reassure, assure and encourage views that directly affect them The key concepts and codes and conventions directly affect the campaign using both overt and covert techniques, and in a way advertising in such a way is a form of exploitation on the part of the company and the advertisers. But ultimately the effect created by such advertising campaigns as Boddingtons is the encouragement of the audience to purchase the product.