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creative mind A public relations proposal for the american egg board

A Public Relations Proposal for the American Egg Board, 1997

"AN EGG IS ALWAYS AN ADVENTURE" - OSCAR WILDE

Eggs should be avoided because they are high in cholesterol. This is the biggest MYTH that has cracked the good reputation of the egg in the past years. In 1945, the number of eggs consumed per capita each year was 402. Then the news broke - scientists discovered a link between high cholesterol levels in the bloodstream and an increased risk of heart disease. Americans have cut down on their egg consumption fearing negative effects on their health. Fifty years later, in 1995, consumption dropped to 240 eggs per capita.

The cracked reputation of the egg is now being patched up. New research is reveals a positive future for the mistreated egg. Furthermore, the egg industry has experienced an increase in production in recent years. In 1995, 174.4 million cases of eggs (360 eggs/cartons in each case) were produced, and in 1997, the number rose to 183.2 million cases. The U.S. egg industry is a major contributor to the nation's food supply. In 1996, the distribution into the marketplace of the 177.6 million eggs produced is as follows:

53.0% - purchased at retail
27.9% - further processed (used in the manufacturing of products such as cakes, pies, pasta, etc.) for food service, manufacturing, retail and export
17.4% - for food service use
1.7% - for export

Cholesterol and its link to heart disease have been the biggest detriments to the egg's good name. Nutrition experts recommended a daily limit of 300 milligrams of cholesterol in order to maintain a low cholesterol level. A single egg yolk contains 200 milligrams of cholesterol thereby causing experts to suggest a 4-egg-a-week limit. Since that time, however, changes in expert opinion have come about. Recent research has shown that there are two types of cholesterol: Dietary cholesterol, the cholesterol consumed in foods and blood cholesterol, the cholesterol found in the bloodstream (also called serum cholesterol).  Recent studies have concluded that the amount of dietary cholesterol has little effect on the level of blood cholesterol.

The culprit is actually saturated fat, a substance that is not abundantly found in eggs. Blood cholesterol can be broken down into two major parts: HDL or high-density lipoprotein and LDL, low-density lipoprotein. HDL, known as good cholesterol, helps move cholesterol back to the liver for removal from the bloodstream. LDL, referred to as the bad cholesterol, helps cholesterol stick to artery walls. Saturated fat raises blood cholesterol and LDL levels more than any other element in the diet. Eating foods like red meat, which are high in saturated fat, strongly affect the cholesterol levels in the blood. On the other hand, eating eggs, which contain The. HDL cholesterol, is less threatening, according to nutrition experts. Studies have shown that many people on a low-fat diet can eat one or two eggs a day without measurable changes in their blood cholesterol levels.

The discovery of the differences between the bad cholesterol (HDL) and good cholesterol (LDL) helps to end this delusion of the egg.  Prevention of heart decease means strict monitoring of the bad cholesterol in the blood stream. Spreading the news of the dietary cholesterol (good cholesterol) present in the egg will encourage American's to consume more eggs. In addition, based on data from the American Heart Association, there are no direct relationships between egg consumption and Coronary Vascular Disease (CVD) mortality in male or female populations. Evaluating the data resulted in some interesting comparisons.

Weekly per capita egg consumption in France, the United States and England are 5.1, 4.5, and 3.3 eggs per week where as the   CVD mortality rate per 100,000 per year is 250, 460 and 516 respectively. Japan showed the lowest CVD mortality rate, with the highest per capita egg consumption (6.5 eggs per person per week).

Salmonella Enteritidis (S.E.) bacterium was another concern regarding eggs. The situation with this bacteria is fortunately not as grave as it seems. If the egg is properly handled and prepared, the chances of consuming an egg that is infected with Salmonella is slim. In fact, the number of outbreaks linked to Salmonella ... more

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Hemingway and Camus: Construction of Meaning and Truth

Once we knew that literature was about life and criticism was about fiction--and everything was simple. Now we know that fiction is about other fiction, is criticism in fact, or metaphor. And we know that criticism is about the impossibility of anything being about life, really, or even about fiction, or finally about anything. Criticism has taken the very idea of "aboutness" away from us. It has taught us that language is tautological, if it is not nonsense, and to the extent that it is about anything it is about itself.-Robert Scholes One of the fascinations of reading literature comes when we discover in a work patterns that have heretofore been overlooked. We are the pattern finders who get deep enjoyment from the discovery of patterns in a text. And true to the calling we have noticed a pattern in and around A Farewell to Arms which, to our knowledge, no one has seen before. Although there are many editions of the novel, and as a result the pagination is slightly different in various editions, it is the case that all editions have forty-one chapters to be found in five books. Here is what we have discovered: if you multiply 41 by 5 you get 205. And now if you take the number of letters in Frederic's name (8) and add that to the number of letters in Catherine's name (9) you get 17. 205 + 17 = 222. And if you grant that the time of the events in the novel, counted properly, is three years, then the pattern we have discovered starts to emerge as figure on ground or as lemon juice ink on a secret message when held over a candle. For what is the product of 222 and 3 but the infamous 666 of Revelations 13:18? Imagine now our delight when we discovered a similar 666 pattern in The Outsider. If you multiply the number of letters in Meursault's name times the number of letters in `Albert' times the number of letters in `Arab' you get 216. Add to that the 6 of `Albert' and multiply by 3 (which is the number one gets when dividing the number of chapters in Part one (6) by the number of books (2) that make up The Outsider) and surprise of surprises: the meaning revealing number `666' once again emerges! Clearly, when seen in this light, these two novels take on new meaning, and this pattern discovery provides a conclusive way to counter all earlier critics who have failed to see this talisman of interpretation, this key to understanding the complexities of Hemingway's A Farewell to Arms and Camus's The Outsider. `666' offers a key to understanding in that it clearly refers us back to the text which these texts are "playing" with and are in some way about, if "aboutness" is a viable concept and if they are about anything at all. "Wait a minute, here!" shouts Bickford Sylvester, "there is some nonsense even Hemingway scholars will not condone." And of course this pattern of 666 is a bit of nonsense which could be discovered almost anywhere by someone forcing the facts into the pattern. Good 666 sleuths can find that devilish number anywhere; if you don't believe us just ask the soap company. But what are the legitimate limits to interpretations? Does anything count? How can we know when the interpretation we are working on or reading has slipped into the realm of nonsense? There are facts to be observed by the act of looking at the text and then there are interpretations to be deduced using those facts plus everything else one knows about what counts as a fact and what is to be counted as important in producing a coherent and consistent reading. Just as there are different interpretations of quantum theory which must deal with the same facts (taking a fact to be what is) there are different interpretations of A Farewell to Arms and The Outsider. In fact, the difference between science and art may be teased out just here: when a scientific interpretation becomes the accepted one it achieves a privileged status (e.g., evolution), but in ... more

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