Nuremberg Trials Essays (782 words) - International Criminal Law

Nuremberg Trials After World War II, numerous war-crimes trials tried and convicted many Axis leaders. Judges from Great Britain, France, the Soviet Union, and the United States tried twenty-two Nazi leaders for: crimes against humanity (mostly about the Holocaust), violating long-established rules of war, and waging aggressive war. This was known as the "Nuremberg Trials." Late in 1946, the German defendants were indicted and arraigned before a war crimes tribunal at Nuremberg. Twenty of the defendants were physicians who, as governmental, military, or SS officials, stood at or near the top of the medical hierarchy of the Third Reich. The other three occupied administrative positions which brought them into close connection with medical affairs. It all started when people started hearing about the Nazi's in human acts, just about four months after World War II started. No one would believe that such a thing would happen. While the people were thinking like that the Jews were being shipped out of the country. Some of them were put in working camps or at a person's farm. This was the beginning of the Final Solution of the German's Problem (the Holocaust). On August 8 the Four Power nation signed the London Agreement. They later named it the International Military Tribunal (IMT), it had 8 judges, one judge and one alternate. This was made so that they would try to stop the Nazi crimes (Rice Jr. 81). They had supplementary Nuremberg hearings that were broken down into twelve trials. In connection with these trials, the U.S. military tribunals had thirty-five defendants and released nineteen of them because they could find anything to get them on (Rice Jr. 76). They made Nuremberg Laws because of Hitler's concentration camps and his other inhuman acts (Rice Jr. 31). He didn't go by the lead system, he made himself the Supreme Judge. Hitler could imprison or execute anyone he wanted to. He made laws keeping Jews out of certain public places or jobs. He wouldn't let Jews have German citizenship. The Nuremberg Laws stated that there would be no more inhuman acts or segregation of Jews. One of the positive sides of the Nuremberg incident was the trials documented Nazi crimes for posterity. Many citizens of the world remember hearing about the Nazi's brutalities and inhuman acts (Rice Jr., 5). Hundreds of official Nazi documents entered into evidence at Nuremberg tell the horrible tale of the Third Reich in the Nazi's own words. Six million Jews, and others not liked by the Nazis were killed. Not one convicted Nazi denied that the mass killing had occurred. Each disclaimed only personal knowledge and responsibility. The negative things that happened at Nuremberg were the establishment of the I.M.T. has yet to lead to a permanent counterpart before which crimes against humanity can be tried. Twenty-four wars between nations and ninety-three civil wars or insurgencies between 1945 and 1992, no international body had been convened to try aggressor nations or individuals accused of war crimes. To prosecute and punish aggression rest still on the wavering will of an international community ever reluctant to impose sanctions on offending governments (Rice Jr. 100). Despite the reluctance of nations to unite in common cause and move swiftly toward a lasting road to aggression, hope yes abides for the best of Nuremberg's brightest promise. The world had a problem of what to do about the Nazi regime that had presided over the extermination of some six million Jews and deaths of millions of others with no basis in military necessity. Never before in history had the victors tried the vanquished for crimes committed during a war (Rice Jr., 97). Yet never in history had the vanquished perpetrated crimes of such inhumanity. The I.M.T., like the courts in many countries, have held to the principle that persons committing a criminal violation of international law are responsible for violation, on the grounds that crimes of this nature are the result of their own acts (Rice 1492). The tribunal thought for crimes carried out on orders from above, since many of the crimes had been committed in one with the Reich policy (Rice 1493). The portion of the I.M.T. judgment dealing with war crimes and crimes against humanity committed by the defendants in the trial and by the criminal organizations concerns, in large measure, the persecution and murder of the Jewish people. In its analysis of these crimes, the I.M.T. found it appropriate to single out the persecution of the Jews as a manifestation of consistent and systematic in humanity on a huge scale (Rice 1493). The testimony

Serial Killer Couple Karla Homolka and Paul Bernardo

Serial Killer Couple Karla Homolka and Paul Bernardo Karla Homolka, one of Canadas most infamous female serial killers, was released from prison after serving a 12-year sentence for her involvement in drugging, raping, torturing, and killing young girls. The teenage victims included Homolkas younger sister, whom she offered to her boyfriend Paul Bernardo  as a gift.   Homolka was born May 4, 1970, to Dorothy and Karel Homolka in Port Credit, Ontario. She was the eldest child of three, and by all accounts, was well-adjusted, pretty, smart, and popular. She received ample love and attention from friends and family. Homolka developed a passion for animals, and after high school she started work at a veterinary clinic. Everything about her seemed normal. No one suspected her of hiding deeply disturbing desires. Homolka and Bernardo Meet At age 17, Homolka attended a pet convention in Toronto, where she met 23-year-old Paul Bernardo, an  attractive, charismatic blond with a persuasive personality. The pair engaged in sexual relations the day they met and soon discovered that they shared sadomasochistic inclinations. Paul quickly took on the role of master and Homolka willingly became his slave. Over the next few years, the relationship intensified. The couple shared and encouraged one anothers psychotic behavior. Bernardo began raping women with Homolkas approval. Bernardos specialty was attacking women getting off buses, sexually assaulting them, and subjecting them to other  humiliations. The police and media dubbed him The Scarborough Rapist, after the Ontario town in which many of the sexual assaults were committed. A Surrogate Virgin One source of friction between the couple was Bernardos incessant complaint that Homolka had not been a virgin when they met. Homolka was aware of Bernardos attraction to her sexually inexperienced 15-year-old sister Tammy. Homolka and Bernardo came up with a plan to force Tammy into being a surrogate virgin for her older sister. To accomplish the plot, Homolka stole Halothane, an anesthetic, from the veterinary clinic where she worked. On December  23, 1990, at a Christmas party at the Homolka family home, Bernardo and Homolka served Tammy alcoholic drinks spiked with halcyon. After the other family members had retired, the couple brought Tammy to the basement, where Homolka held a cloth soaked in Halothane over Tammys mouth. Once Tammy was unconscious, the couple raped her. During the attack, Tammy began choking on her own vomit and ultimately died. Unfortunately, the drugs in Tammys system went undetected and her death was ruled an accident. Another Present for Bernardo After Homolka and Bernardo moved in together, Bernardo began blaming Homolka for her sisters death, complaining that Tammy was no longer around for him to enjoy sexually. Homolka decided a young, pretty, virginal teenager named Jane, who idolized the attractive, older Homolka, would make a good replacement. Homolka invited the unsuspecting teen out to dinner and, as shed done with Tammy, spiked the girls drinks. After inviting Jane to their home, Homolka administered Halothane and presented her to Bernardo. The couple brutally attacked the unconscious teen, videotaping the sexual assaults. The next day when the teenager awoke, she was sick and sore but had no idea of the violation she had endured. Unlike others, Jane managed to survive her ordeal with the couple. Leslie Mahaffy Bernardos thirst to share his rapes with Homolka increased. On June 15, 1991, Bernardo kidnapped Leslie Mahaffy and brought her to their home. Bernardo and Homolka repeatedly raped Mahaffy over a period of several days, videotaping many of the brutal assaults. They eventually murdered Mahaffy, cut her body into pieces, encased the pieces in cement, and threw them into a lake. On June 29, some of Mahaffys remains were found by a couple who were canoeing on the lake. The Bernardo-Homolka Wedding June 29, 1991, was also the day Bernardo and Homolka married one another in an elaborate wedding at a Niagara-on-the-Lake, Ontario, church. Bernardo orchestrated the wedding plans, which included the couple riding in a white horse-drawn carriage, and Homolka dressed in an elaborate and very expensive white gown. The guests were served a lavish sit-down meal after the couple exchanged vows, which included, at Bernardos insistence, Homolka promising to love, honor, and obey her new husband. Kristen French On April 16, 1992, the couple kidnapped 15-year-old Kristen French from a church parking lot after Homolka lured her to their car on the pretext of needing directions. The couple took French to their home, and for several days, they videotaped as they humiliated, tortured, and sexually abused the teen. French fought to survive but just before the couple left for Easter Sunday dinner with Homolkas family, they murdered her. Frenchs body was found in a ditch in Burlington, Ontario, on April 30. Closing in on the Scarborough Rapist In January 1993, Homolka separated from Bernardo after months of constant physical abuse. His attacks became increasingly violent, resulting in Homolka being hospitalized. Homolka moved in with a friend of her sister, who was a police officer. Evidence against  the Scarborough Rapist was building. Witnesses had come forward and a composite drawing of the suspect was released. A work associate of Bernardo contacted the police, reporting that Bernardo matched the sketch. Police interviewed Bernardo and obtained a saliva swab, which eventually proved Bernardo to be the Scarborough Rapist. The Ontario Green Ribbon Murder Task Force closed in on Bernardo and Homolka. Homolka  was fingerprinted and questioned. The detectives were interested in a Mickey Mouse watch Homolka had that resembled the one  French was wearing  the night she disappeared. During questioning, Homolka learned that Bernardo had been identified as the Scarborough Rapist. Realizing they were about to be caught, Homolka confessed to her uncle that Bernardo was a serial rapist and murderer. She obtained a lawyer and began negotiations for a plea bargain in exchange for her testimony against Bernardo. In mid-February, Bernardo was arrested and charged with the rapes and the murders of Mahaffy and French. During a search of the couples home, police discovered Bernardos diary, with written descriptions of each crime. Controversial Plea Bargain A plea bargain was discussed that would offer Homolka a 12-year sentence for her participation in the crimes in exchange for her testimony against Bernardo. According to the deal, Homolka would be eligible for parole after serving three years with good behavior. Homolka agreed to all terms and the deal was set. Later, after all the evidence was in, the plea bargain  was referred to as one of the worst in Canadian history. Homolka  had portrayed herself as an abused wife forced into participating in Bernardos crimes but when videotapes that Homolka and Bernardo had made were given to police by Bernardos ex-lawyer, Homolkas true involvement came to light. Regardless of her apparent guilt, the deal was honored, and Homolka could not be retried for her crimes. Paul Bernardo was convicted on all counts of rape and murder and received a life sentence on September 1, 1995. Rumors that Homolkas punishment was too lenient surfaced after pictures of her sunbathing and partying with other prisoners were published in Canadian newspapers. Tabloids reported that she was in a lesbian relationship with Lynda Verrouneau, a convicted bank robber. The National Parole Board denied Homolkas application for parole. Homolkas Release On July 4, 2005, Karla Homolka was released from prison in Ste-Anne-des-Plaines, Quebec. Strict conditions for her release limited her movements and whom she could contact. Contact with Bernardo and the families of several murdered teens was expressly forbidden. She is paralyzed with fear, completely panicked, said Christian Lachance,  one of Homolkas attorneys. When I saw her she was in a state of terror, almost in a trance. She cannot conceive of what her life will be like outside. Sources McCrary, Gregg O and Katherine Ramsland. The Unknown Darkness: Profiling the Predators Among Us. 2003.Burnside, Scott and Alan Cairns. Deadly Innocence. 1995.Transcript of Homolka interview. The Globe and Mail, 4 July 2005.

Administrative ethics Essay Example | Topics and Well Written Essays - 750 words

Administrative ethics - Essay Example Administrative Ethics The issues of protection of rights of patients pertinent to ensuring privacy and confidentiality have continued to pervade various health care institutions globally. In the United States, the â€Å"Health Insurance Portability and Accountability Act (HIPAA) addresses patient confidentiality and protects patients and their medical records, including current and past medical treatment and past medical records, in addition to billing records† (Finkelstein, 2007, 3). In this regard, after finding an issue pertinent to patient confidentiality, the essay aims to achieve the following objectives, to wit: (1) to describe the issue and its impact on the population it affects most, (2) to determine the arguments or facts used in the article to support the proposed solution, (3) to identify the ethical and legal issues reported for the administrative issue, (4) to explain the managerial responsibilities related to administrative ethical issues, and if none were stat ed, to state what should have been done, and finally, (5) to identify any proposed solutions. ... The nurse approached the patient in the perioperative waiting area before the surgery and asked what procedure she was undergoing† (1). As a consequence, the nurse’s action dealt with the utmost penalty of firing her from employment because of breach of confidentiality. The decision precludes other nurses and health care practitioners from repeating the same offense. The gravity of the issue was addressed by severing the employment from the health care institution to show other health care practitioners that there is no compromise to the issue. The issue’s impact on health care practitioners focused on giving primary importance and utmost care in adhering to the laws and regulations prescribed by Health Insurance Portability and Accountability Act (HIPAA), specifically on the protection of patient privacy rights. Arguments Supporting the Solution As revealed by Mehnke (2010), there were standard operating procedures followed by the nurse’s superiors upon pr esentation of the issue for evaluation. As mentioned, â€Å"the nurse’s manager contacted human resources, the nursing administrator, and the legal department for advice and guidance on the best way to investigate the issue. The manager met with the nurse involved to discuss the confidentiality breach† (1). Legal and ethical issues were addressed with proper decorum and observance of protocols. Only after the proper channels were advised would a full investigation of the case be implemented. Preliminary actions institute corrective measures to the nurse for infractions committed. As averred by Mehnke (2010), â€Å"after careful consideration and in accordance with the corrective action policy, the nurse was

Chapters question 6 for Essentials of Health Behavior, Social and Essay

Chapters question 6 for Essentials of Health Behavior, Social and Behavioral Theory in Public Health book Mark Edberg. b - Essay Example For instance, if a health organization wishes to communicate to the youth about the dangers of smoking the right media to encode the message is through social media via the internet. Community mobilization effort fosters to ensure the community at large is aware of any health conditions that may not have been accepted by the community. Community mobilization effort tries to create awareness about a certain condition that may be affecting the community (Edberg 70). For instance, public health organizations may wish to address the problem of HIV/AIDS stigmatization to the community. Some societies and culture still do not talk about the disease ad they isolate those infected, therefore to curb the problem healthcare professionals can use lobby groups through community mobilization efforts to ensure the community becomes aware of the disease and its implications. Organizational culture refers to the style in which an organization uses to carry out its daily activities. Different organizations have different ways of handling their activities. For instance, in a health organization setting organizations handle patients and diseases differently. Therefore, due to technological advancement health organizations are required to embrace changes and incorporate them in their daily activities (Edberg 71). Organizational culture also affects the health behavior of an organization. For instance, an organization may find it difficult to relate with an immigrant who is not a native speaker. Therefore, the organizational culture should be incorporated to handle all problems even language barrier problems. HIV/AIDS pandemic affects mostly the poor people living in urban areas. Therefore, through political economic approach the problem can be addressed to reduce the impact of the disease to the affected people. The government can provide affordable loans to women who can engage themselves in

Marine Pollution Essay Example for Free

Marine Pollution Essay From our early years in school, our science teachers have taught us that two thirds or roughly 70% of the surface of the Earth is covered by water. And yet it is probably the most neglected element in the environment. The oceans are home to a diverse number of wildlife and an important source of food for most of the inhabitants of the earth, including humans. From this fact alone, the importance of the ocean can’t be more emphasized. Besides being a source of food, the ocean also provides us with various medicines through the abundance of life that it produces. Around 500 types of sea species have potentially cancer curing chemicals (WWF fact sheet, n. d). Marine Pollution In layman’s terms, marine pollution is simply the destruction of the quality of water through contamination, but in scientific terms, marine pollution is the â€Å"distortion of marine environment health† (Sinha, 1998). Anything that we dump to a body of water that is not supposed to be there is marine pollution. The question whether the act of dumping is intentional or not is irrelevant because the intention does not reduce the damage done to the body of water. It has been once thought that the ocean is so vast that it would be able to dilute all the wastes that are put in it. Of course we know now that this is not true. We have polluted the oceans so much, and in a lot of different ways, that we are now feeling the effects of our neglect. We have to stop marine pollution now if we, and the generations after us are to enjoy our world’s number one resource. Sources of Pollution: Causes, Effects, and Solutions Oil Pollution – according to the National Research Council, the oceans suffer more than it seems in the news. Occasionally, major oil spills reach our television screens but so much more is dumped into the ocean every year and they are not even because of accidents (NRC, 1985). Major oil spills are just the tip of the iceberg when it comes to oil polluting the ocean. Oil spills are just more visual, because they are televised most (or some) of the time, but oil spills from ships or platforms are just some of the reasons on how oil can be dumped into the ocean. The following graph shows that major oil spills is second to the least source of the total oil that reaches the oceans. Source: Ocean Planet. Oil Pollution. The part that shows the most contribution to oil pollution is known as the run-off effect. It is the combination of all the oil that is spilled in land that seeps through the soil and find its way to the ocean. Run-off pollution is very harmful to the environment and our health. Not only does it damage the oceans but it also damages the smaller bodies of water that the oil used to reach the ocean. The oil can disrupt marine life, and ultimately destroy it (MarineBio, n. d. ) Lots of marine animals are killed due to oil spills because they come in direct contact with the oil, hindering their movement, and therefore their chances of survival, not to mention that the oil is toxic. Despite the decreasing popularity of oil, it would be always there as long as humans can extract them from the earth, so we can’t stop collecting them. What we can do, is to pass laws that would make present laws on the oil production business stricter, and therefore safer. But as mentioned, direct oil spills on the ocean are the least of our worries. We must properly dispose the oils that we use in land because it contributes the most in mixing that oil with our waters. Toxic Chemicals – oil is just one of the pollutants that contribute to the destruction of marine environmental health. There are a number of toxic chemicals out there that are spilled in to the ocean. These chemicals don’t just contaminate the water, the creatures of the sea are also contaminated and create a domino effect on all those that belong to its food chain. We should be concerned about these toxic chemicals because we are part of that food chain (assuming that most people eat fish). â€Å"†¦many pollutants accumulate in marine organisms, humans are exposed to pollutants when they consume food from polluted areas. † Some studies have shown that humans that eat a lot of seafood are prone to chemicals such as dioxins, furans, polychlorinated biphenyls (PCB’s) and a number of heavy metals (Dewailly et al. 1999). Like oil, toxic chemicals also find their way to the ocean due to the run-off effect, although sometimes accidents at sea can cause direct spillage of toxic chemicals into the ocean. These are chemicals being transported by ships and somehow, by whatever reason, end up where it should not be. These chemicals destroy the environment much like how oil does, the only difference is some toxic chemicals are invisible. Seemingly harmless seafood products can be contaminated by these chemicals and be transmitted to our body if we consume them. One of these toxic chemicals is a marine antifouling paint ingredient called tributylin. Trubutylin is known to have some bad effects on gastropods and molluscs (Matthiessen and Law 2002). Perhaps the best way reduce chemical spills is to minimize our use of these toxic chemicals. They are toxic anyway ,so we might as well not use them. Use of alternative products in place of these chemicals might be possible, safer, and more environment friendly products. Anything that is harmful to the environment should be phased out or at least be used in moderation. The effects of these chemicals to the environment and our health are far too great for us to continue to use them. Other Pollutants – apart from oil and toxic chemicals, there are other toxins that add up to marine pollution. Some of these are sewage, plastic, and dredged materials. Most sewage still find their way to the ocean, sewage contain nitrogen and phosphorus. Nitrogen and phosphorus is what some toxic algae thrives on. These toxic algae consume the oxygen of an affected area making it a dead zone. One incident happened just a few years ago and is mentioned in the World Wildlife Fund (WWF) Fact sheet for marine pollution: A few years ago a massive slick of poisonous algae spread through the channels, which separate the coasts of Sweden, Norway, and Denmark. The slime affected 200km of coastline, killed millions of fish and forced tourist beaches to close (WWF, n. d). Plastic is the most common trash found on the ocean. They are non-biodegradable materials, they take an eternity of years to be broken down by nature. While at their current un-broken state, plastics can be mistaken by marine creatures for food which is most of the time lethal to them. If animals aren’t killed by eating them mistakenly, they are caught by it, strangling them until they drown, or reduce their capacity to move, making them prone to attack from predators. Finally, dredged materials are things that are removed because of construction purposes. Dredged materials may contain harmful chemicals that are dumped into the ocean and cause sediments to form on coral reefs (WWF n. d) Conclusion These are just some of the reasons why we should stop polluting our oceans and our environment in general. Our oceans surround us, any ill effects that it experience would surely be felt by the inhabitants of the earth. The effects that are caused by marine pollution can be so devastating that it can alter our way of life as we know it. Food supplies, possible medicines, and the overall health of the planet is based on the health of the oceans. We must do everything we can in order to preserve it, for our own, and our children’s sake. Reference World Wildlife Foundation. (n. d). Fact Sheet no. 30: Marine Pollution. November 7, 2008. from: http://www. wwf. org. hk/eng/pdf/references/factsheets/factsheet30. PDF Sinha, P. C. (1998). Marine Polution. November 7, 2008. from: http://books. google. com. ph/books? id=XcWGR-w4-HkCpg=PA19lpg=PA19dq=Marine+Pollution+Argumentssource=blots=fnpHZgsWKIsig=WiDQH-ietk7MZPJviDXhjEC6tkchl=tlsa=Xoi=book_resultresnum=2ct=result#PPP1,M1 – National Research Council. 1985. Oil in the sea. National Academy Press, Washington D. C. November 7, 2008. from: http://seawifs. gsfc. nasa.gov/ocean_planet_scripts/footnote. pl? per1+1 Marine Bio. org (n. d). Ocean Dumping Grounds. November 7, 2008. From: http://marinebio. org/Oceans/OceanDumping. asp Dewailly E, Mulvad G, Pedersen HS, Ayotte P. , Demers A, Weber JP, et al. 1999. from Concentration of organochlorines in human brain, liver, and adipose tissue autopsy samples Greenland. Environment Health Perspective 107:823-828. Matthiessen P, Law RJ. 2002. Contaminants and their effects on estuarine and coastal organisms in the United Kingdom in the late twentieth century. Environment Pollution 120:739-747.

Neurobiological Perspectives on Autism Essay -- Biology Essays Researc

Neurobiological Perspectives on Autism Autism is a pervasive developmental disorder characterized by restricted, repetitive, and stereotyped patterns of behavior, along with severe impairments in reciprocal social interaction, verbal and non-verbal communication, and cognitive development (1,2,3). If the brain is responsible for behavior then it should follow that disordered autistic behaviors should be explainable in terms of brain abnormalities and disordered neurobiological processes. While findings are generally speculative and the etiology of the disorder remains somewhat of an enigma, there is significant evidence that autism is associated with neurobiological dysfunction. Autistic individuals are often highly socially withdrawn to the extent that they may appear to live in a world of their own. Infants typically fail to develop normal attachments to parents or caregivers. They may seem indifferent to other's gestures of affection towards them, and may even resist being held or otherwise engaged in physical or emotional interaction. They tend to make little or no use of eye contact, smiling, facial expressions, gestures, and other signals of social intent. They continue to manifest many of the same social impairments throughout childhood, adolescence, and adulthood. For example, they typically fail to develop normal peer relationships and they generally demonstrate an impairment in social-emotional reciprocity. Normal displays of emotion or empathy are uncommon: they do not generally offer comfort to others, nor do they seek others for comfort in their own times of distress. Similarly, they lack the ability to share in the enjoyment of other's pleasure and they resist sharing their own enjoyment with others. Res... ...m/p00.html#A 7)Autism and the Limbic System http://www.apnet.com/inscight/020/199//grapha.htm 8)Brain Lesions Linked to Autism http://www.apnet.com/inscight/020/199//grapha.htm 9)Researchers Identify Brain Abnormalities in Autistic Children http://www2.ari.net/rjohnson/articles/AUTISM.1.ANR.html 10)Pediatric Psychopharmacology: Autism http://www.vh.org/adult/provider/psychiatry/CPS/41.html 11)Progress in the Neurobiology of Autism http://www.cme-reviews.com/CNS398_rapin.html 12)Secretin: A Treatment for Autism? (Autism Biomedical Information Network) http://www.autism-biomed.org/secretin.htm 13)Secretin Information (Autism Research Institute) http://www.autismwebsite.com/ari/secretin2.html 14)The Use of Secretin to Treat Autism (National Institute of Child Health and Human Development) http://www.nih.gov/redirect/nichd-redirect.html

Cadbury Company Essay

Introduction Dairy Milk is a brand of milk chocolate currently manufactured by Cadbury. It was introduced in the United Kingdom in 1905 and now consists of a number of different products. Every product in the Dairy Milk line is made exclusively with milk chocolate. Cadbury’s Daily Milk has a range of different flavours, all equally famous around the world. This case study relates to the topic of advertising which we studied in class. Cadbury is not only famous for the quality of their product, but also for their advertising. Since 2007, the date of birth of ‘a glass and a half full production’, which is Cadbury’s own internal production company, we talk a lot about the chocolate brand because of their advertising campaign. The aim of this new approach to advertising from Cadbury’s is not to focus on the chocolate but on the joy and enjoyment, you associate with eating a chocolate bar. The three most famous campaigns to date are ‘Gorilla’s’ in 2007, ‘Airport trucks’ in 2008, and ‘Eyebrows’ in 2009. All of these advertising campaigns are set in a fun environment with enjoyable music to try to capture people’s attention, excite them and make them feel happy. In this report, we will at first, evaluate the objectives and advertising platform of these three ads. We will then explain the advantages and disadvantages of TV advertising. We will explore the role of viral advertising in these sort of advertising campaigns, before concluding by highlighting just what made these Cadbury’s ad’s so memorable. Q1. View all three Cadbury Dairy Milk advertisements on YouTube. Describe and evaluate the advertising platform and the advertising objectives of these three ads. How are all three related? In 2007, Cadburys launched its first advertising campaign from the newly established ‘A Glass and a Half Full Productions’. The 90 second advertisement entitled â€Å"Gorilla† was premiered during the season finale of Big Brother 2007, with the Phil Collins song â€Å"In the Air Tonight† playing in the background with a Gorilla playing the drums to the beat of the song. Big Brother would have generated a massive audience and Cadbury planned it perfectly to first launch the ‘Gorilla’ ad doing the breaks in the Big Brother finale. The campaign itself  has made appearances on bi llboards, print newspapers and magazines, television and cinema spots, event sponsorships and an internet presence which just shows how successful it was. Keen to build on the success of the â€Å"Gorilla† advertisement, ‘A Glass and a Half Full Productions’ released their second production on 29th March 2008. This advertisement tells the story of the first ever airport truck race in history, seeing vehicles of all shapes and sizes take to an empty runway for the race of their lives. Each one of the trucks was ‘pimped’ to show its unique character. With everything from go faster stripes to customised wheel trims, the trucks lined up on the starting line under a purple sky at dusk and raced to the music of Queen’s â€Å"Don’t Stop Me Now†. This ad wasn’t as successful as the ‘Gorilla’ or ‘Eyebrows’ ad. In January 2009, Cadbury introduced a new ‘A Glass and a Half Full Productions’ TV advertisement, entitled â€Å"Eyebrows†, which became the 3rd video produced by the production company. The 60 second advertisement brought to life the story of a brother’s and sister’s moment of madness when backs are turned and they are left to their own devices. The advert opens with two siblings sitting in a traditional photographer’s studio, waiting to have their portrait taken. When the photographer was called away by a ringing phone the children launched into a choreographed eyebrow dance. The children produced a range of eyebrow dance moves to the sound of â€Å"Don’t Stop the Rock† by electro-funk superstar, Freestyle. Cadburys main objectives with these three ads were to deliver greater brand love and involvement while keeping the core consumers engaged and to also attract the younger audience to help build the brands profile. They achieved these objectives by creating enjoyable and memorable ads which for example lead to people trying to copy the ‘Eyebrows’ ad and posting their videos on YouTube. Since 2007 Cadbury have adopted a new advertising approach which many view as critical to both the Cadbury Dairy Milk brand and the company. Cadbury decided not to focus on the chocolate in their advertisements, but instead to focus on entertaining the public. This led to the creation of the three memorable advertisements outlined above, â€Å"Gorilla†, â€Å"Airport Trucks† and â€Å"Eyebrows†. All these advertisements incorporated the Cadbury trademark colour purple into the ads and displayed the Cadbury Dairy Milk logo and slogan ‘A Glass and a Half Full of Joyà ¢â‚¬â„¢. All the ads embraced the popularity of viral advertising and used this very much to their advantage and were a  huge hit on YouTube and on social networking sites. They became a firm favourite among the online community. They told the public nothing about Dairy Milk. Rather than using the chocolate as the main focal point, Cadbury decided to use emotional appeals to attract the public’s attention. Many in the industry viewed this as a huge risk, but it is one that seems to have worked for Cadbury. These three ads are very similar as they don’t focus on the Cadbury bar they focus on entertaining the viewer by their use of a gorilla, airport trucks and the two children moving their eyebrows. It’s not until the end of the ad that the Dairy Milk bar appears in each ad. They are all very catchy ads by the use of music in them which have become popular songs again since the ads were first screened. The use of the colour purple is common in each of the three ads which is Cadburys main colour and is used on the bar wrapper. Q2. Cadbury has relied very heavily on TV advertising for its ‘A Glass and a half full Productions’ advertisements. Comment on the advantages and disadvantages of TV advertising. Without doubt Cadbury has relied heavily on TV advertising for its advertisements, and it is easy to see why. Television is by far the most popular entertainment medium around the world, with the latest report from the Television Audience Measurement Ireland (TAM) showing that Irish TV viewers alone watch on average of 3 and a half hours of TV per day. The huge advantage of TV advertising is the wide audience it reaches. Television viewers come from all walks of life, from children watching cartoons, to elderly retiree’s, everyone tunes into television at some part of the day. It is clear that TV advertising reaches a lot more people than other media outlet’s such as radio station’s or newspapers. Another big advantage of TV advertising is how it offers the greatest possibility for creative advertising. It can convey your message with print, video, audio, still photos, motion, light and graphics, to capture the attention of potential customers. TV ads can also sh ow and tell people about your product or service and actually show the benefits of ownership. One final advantage of TV advertising is its ability to advertise to targeted audiences. For example children can be reached during cartoon programming, housewives  during the afternoon soap operas, and people working in the Primary sector such as farmers and fishermen, around the time of the weather forecast! However, everything, TV advertising also has it’s disadvantages, with high costs being the primary one. TV ads are very expensive. To make show your ad is memorable, you need a decent amount of air time, but the longer the air time, the more expensive it is. Also, for a customer to remember the ad, the ad must be aired repeatedly. The down-side to this as a company is, every time the ad is aired, you must pay. On top of the expensive air rates, to make a good ad, you will need to hire a team of experts to create the advertisement. To highlight the cost of TV advertising, a May 2011 report by Allbusiness.com found that, to produce a quality 30-second national spot in America can cost up to $300,000. A further disadvantage to TV advertising is the difficulty to change your advertisement efficiently and quickly. For example if a company wanted to advertise a new special offer or promotion, a new time slot must be bought. Basically you are paying for a new ad, unlike other media o utlets such as newspapers or radio’s where the ad can be edited quickly without fuss. Finally, like we studied in the chapter on advertising, TV ads are becoming increasingly ignored. During ad breaks during their favourite TV shows, people will now often change channels, go out of the room, or simply play on their smartphone, laptop or any other items of technology. Q3. What role did viral advertising play in these advertising campaigns? Viral advertising is marketing through pre-existing social networking services or other online technologies with the aim of increasing brand awareness and product sales with the use of viral processes such as video campaigns. Viral advertising played a vital role in each of the three campaigns created by â€Å"a Glass and a Half Full Productions†. This can be easily seen in their first advertising campaign back in 2007 the famous â€Å"Gorilla† which created a platform for Cadbury Dairy Milk. On the launch night of this campaign the advert of the Gorilla was also uploaded to the social networking site YouTube. In just one night the video was viewed 500,000 times and overall was viewed 10 million times, thus the advertising campaign went viral and so creating a huge success story for Cadbury Dairy Milk. Through viral advertising this advert was able to gain a larger  viewing audience and so increasing the market awareness of Dairy Milk. Through viral advertising Cadbur y Dairy Milk’s chocolate sales in 2007 increased to 7% this is an increase of 30% compared to other competitors. The following adverts â€Å"Airport Trucks† and â€Å"Eyebrows† followed in the methods of the â€Å"Gorilla† in becoming viral sensations. They became instant favourites on YouTube. Cadbury Dairy Milk grasped the advantages of viral advertising with both hands and through this brought their business to the next level. They hosted online events which the public could get involved and fall in love with their product through viral entertainment. I believe viral advertising was the key aspect to the success of the advertising campaigns created by â€Å"a Glass and a Half Full Productions† as they were able massively increase their customer base and get the people involved in their product. Q4. All three Cadbury advertisements have nothing to do with chocolate, yet people remember what the advertisements are for. Why is there no actual reference to chocolate in the advertisements? What makes the advertisements so memorable as Cadbury Dairy Milk advertisements? Cadburys is a name that’s been around for the last one hundred and ninety years, dating back to John Cadbury who first opened his shop on Bull Street in Birmingham. We all know the Cadbury brand so well it’s been around a lot longer than all of us. It is because of this we are so familiar with their trademarks. The ‘A glass and a half’ symbol was introduced in 1928. The company used this familiar symbol to create their new slogan ‘A Glass and a Half Full Productions’ which they decided to use for their marketing campaign. Chocolate has always been associated with joy, chemically speaking chocolate releases serotonin and another feel-good hormone called dopamine. Cadburys know this and therefore decided to tap into this and bring their customers joy in another form, entertainment. Prior to the introduction of ‘A Glass and a Half’ Cadburys decided upon using purple in 1920. This purple is a recognisable aspect of all three advertisem ents. The vibrant purple is noticeably the background to their first creative ad, ‘The Gorilla’. Cadburys have put great emphasis on the purple here by using plain colours such as the black of the gorilla, two white planes also featured on the wall  and the silver of the drums. Similarly in the ‘Eyebrows’ advert, only plain colours are used as not to distract the viewer from the girls dress. However, in the Airport advertisement great colours are used on all of the trucks in the race. This is an effort to show fun in the ad, the enhanced airport vehicles are an example of Cadburys creativity using unlikely vehicles for the first ever airport race. That’s fun. The purple in the ‘airport’ advertisement is subtle but still clearly visible in the sky, this is no accident. As we as consumers are so familiar with the product it is not a necessity to display the functions of the product and what joy it will bring but by using abstract methods of grabbing our attention Cadburys has found entertaining their customers by using familiar songs like Queens – Don’t stop me now and Phil Collins – In The Air Tonight, to such great success with customers that not only did their advertisements go viral on YouTube but they even put Phil Collins song back into the charts. We as consumers could recognise and appreciate their efforts to bring joy to al l viewers.