Group items tagged

Television is advertising. It is a medium whose purpose is to sell, to promote capitalism. In 1977, Jerry Mander, a former advertising executive in San Francisco, published Four Arguments For The Elimination Of Television. In the book, Mander reveals how the television networks and advertisers use this pervasive video medium for sales. Four Arguments talks about a lot more than just advertising. Mander attacks not only the contents of the television images, but the effects television has on the human mind and body. His discussion includes: The induction of alpha waves, a hypnotizing effect that a motionless mind enters. How viewers often regard what they see on television as real even though the programs are filled with quick camera switches, rapid image movement, computer generated objects, computer generated morphing and other technical events. The placement of artificial images into our mind's eye. And the effects that large amounts of television viewing have on children and the onset of attention deficit disorder. However, at the heart of Mander's arguments, lies advertising. In the words of writer Charles Bukowski: "[America is] not a free country -- everything is bought and sold and owned."

What Really Happened? Stella Liebeck, 79-years-old, was sitting in the passenger seat of her grandson's car having purchased a cup of McDonald's coffee. After the car stopped, she tried to hold the cup securely between her knees while removing the lid. However, the cup tipped over, pouring scalding hot coffee onto her lap. She received third-degree burns over 16 percent of her body, necessitating hospitalization for eight days, whirlpool treatment for debridement of her wounds, skin grafting, scarring, and disability for more than two years. Despite these extensive injuries, she offered to settle with McDonald's for $20,000. However, McDonald's refused to settle for this small amount and, in fact, never offered more than $800. The jury awarded Liebeck $200,000 in compensatory damages - reduced to $160,000 because the jury found her 20 percent at fault - and $2.7 million in punitive damages for McDonald's callous conduct. (To put this in perspective, McDonald's revenue from coffee sales alone was in excess of $1.3 million a day.) The trial judge reduced the punitive damages to $480,000, but did state that McDonald's had engaged in "willful, wanton, and reckless" behavior. Mrs. Liebeck and McDonald's eventually settled for a confidential amount. The jury heard the following evidence in the case: McDonald's Operations Manual required the franchisee to hold its coffee at 180 to 190 degrees Fahrenheit; Coffee at that temperature, if spilled, causes third-degree burns (the worst kind of burn) in three to seven seconds; Third-degree burns do not heal without skin grafting, debridement and whirlpool treatments that cost tens of thousands of dollars and result in permanent disfigurement, extreme pain and disability of the victim for many months, and in some cases, years; The chairman of the department of mechanical engineering and bio-mechanical engineering at the University of Texas testified that this risk of harm is unacceptable, as did a wid