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Beijing’s top ten free attractions

1. Tiananmen Square

Tiananmen Square in central Beijing, north to south and 880 meters, 500 meters from east to west, covering an area of 44 square meters, can accommodate 100 people held a grand assembly, is the world’s largest city square.

Located in the northern end of Tiananmen Square. Tiananmen Square, Ming 15th year (1417), formerly known as Edward the door, Shunzhi eight years (1651), said after the Tiananmen Square renovation. Que gate five, re-building nine Ying, height 33.7 meters. 2000 square meters in carved white marble Sumeru base is 10 meters high red and white pier, piers, is the magnificent Tiananmen Square. Downstairs is the sparkling blue of the city of Gold River, the river has five beautifully crafted white marble Golden Water Bridge. City vigorous front two pairs of Chinese lions and graceful table cleverly to bring the Tiananmen Square as a perfect masterpiece of architectural art.

2. Chairman Mao Memorial Hall

Chairman Mao Memorial Hall is located in Tiananmen Square, south of the People’s Heroes Monument. Zhonghua Gate is located in the original site, ground-breaking ceremony was held in 1976, completed in May 1977, covering over 57,000 square meters, total construction area of 28,000 square meters. The main square, outside the 44 Ming Fujian yellow granite building column, between columns with floral ceramic plate Shek Wan, Guangzhou, Qingdao Quintana granite veneer. There are two layers of glass, roof cornices, eaves between the inlaid sunflower relief. Base has two platforms, with the Dadu River in Sichuan Taiwan to help all the dates next to brick red granite, is surrounded by evergreen floral Fangshan marble railings. North and South doors have two white marble stairs and down the middle band, carved with sunflower, evergreen, bloom, pine pattern.

Memorial Hall is the main building, consists of three parts. LMH: 4 meters high, side length 105.5 meters. LMH has generous column 44, section 1.5 meters, high 17.5 meters. LMH is surrounded by maroon from the Dadu River from granite thoroughly. Fence on top of white marble, carved with a symbol of Jiangshan Yong kept evergreen. November 24, 1976 groundbreaking ceremony of the cornerstone in this buried under the pedestal. Cornerstone of the puzzle into the surrounding rock and water from the Mount Everest of the Taiwan Strait water. North of the main entrance into the North Hall of the wide 34.6 m, depth 19.3 meters high, 8.5 meters. 1-meter hall pillars four, on top of sunflower lamp 110, Hangzhou staple gray marble floors. Face of 3-meter-high statue of Chairman Mao, like the back of huge mountains and rivers maps, 7 meters high, 24 meters long. Here is where the commemoration was held. By the North Hall of the door into the south side of gold Phoebe, that is, to pay tribute to Hall. 80 cm from the ground crystal coffin, surrounded by colorful flowers, surrounded by a black granite coffin seat brick ladder, surrounded by inlaid emblem, emblems and insignia. Visited the hall to the south of South Hall, on the white marble wall engraved with Chairman Mao’s “Azolla” word. Three on either side of the hall is the lounge and the old revolutionaries Memorial Hall. Memorial of the whole project in just six months, May 24, 1977 the main construction works are completed, be completed end of August, was officially opened on September 9.

3. Qianmen Street

Qianmen Street, a famous commercial street in Beijing. Axis in the capital, the north front door Moon Bay, south bridge crossing, is connected with the South Street bridge. Jiajing 29 years (1550) built outside the city out of the city before the emperor went to the Temple of Heaven, the altar of the Royal Road mountains, built outside the city outside the city after the main north-south streets.

Street, 845 meters long, is a commercial pedestrian street. Ming and Qing to the Republic of the street when Zhengyangmen them registering, people commonly known as Qianmen Street. 1965, officially named Qianmen Street. Ming Square Qianmen Street is east and due west of the line Square, Qianmen Street, Old King Street Center boundary to the east is east Square, West Square, is due west. Zhengyangmen is the capital because the main entrance, so the front street than the other gates along the street width. Establishment in the city, the Ming Dynasty Beijing followed by breaking the “former outlook,” the custom, and south to fish around the mouth Zhengyangmen, Langfang alley area, forming a large business district. Gradually formed on both sides of the Qing Dynasty Street, many professional fairs, such as fresh fish market, meat market, fruit market, Brisbane, Grass City, pig city, food markets, jewelry market, seeds and cities. Near the alley along with the emergence of many artisan workshops, warehouses, traveling shops, hotels, as well as celebrate music hall, three Qing, Chinese music and other game parks. Street Xipeng of the room and gradually turned into a formal brick house, forming the east and west side of the room after three blocks in the street. Street Meat Street in the east, cloth alley, fruit market, in the street to the west side of the city jewelry, food city. Street outside the shops before the creation time is later than most shops in the street, road east Quanjude roast duck, roast duck restaurant cheap Square will Xianju Chaogan shop, Wing Hall pharmacy, black monkey hat shop, have a dumpling museum, Zhengyang floor Fanzhuang, Ruisheng Xiang, Kowloon fast fruit shop, through Samick dried seafood shops, pastry shops, etc. is that fast. Road West and Cyril Street Yongzeng and banks, Rui Xiang beetle silk shop, shop snuff days Wai Chai, Tong Ren Tang drugstore, Liu Biju pickles Park, Yang Rouguan stop and so on. Qing Qianmen Street, Qianmen Street Yiyou night market. Guangxu 27 years (1901), the watchtower at the front door east and west sides of the establishment of the front door Station West Station railway station, the Beijing Qianmen Street transport hub with links from other provinces. The early 1950s, the front door area total more than 800 private commercial basic account. From north to south east of Qianmen Street has Dabei Photo Gallery, Qinglin spring tea shop, seafood shop through Samick fruit, Li-Li Restaurant, natural vegetarian pastry shop, cheap Square roast duck, old Zheng Xing Fanzhuang, Pu Lande wash dye shops, department stores trillion cotton, front door hardware stores and other shops; west from north to south there Yueshengzhai Sauce Shop, Huafu watch, Qing Yi Tang drugstore, one-stop Yang Rouguan, Shengxifu hat shop , Xing culture of public stores, Cheung gather public pastry shop, into a long wooden shops along Qianmen Street, hemp store, bike shop front door, front door, trust stores and other shops. Since 1979, the original old store and the basic operating characteristics of traditional preserved, they also opened one after another hardware, department store clothing, bicycles, food, watches, chemical paint store.

4. Wangfujing

Wangfujing Street, South from the East Chang An Avenue, north to the China Art Gallery, is about three li, is Beijing’s most famous commercial district.

Liao, Jin era, not just a famous Wangfujing village, after the Yuan Dynasty, densely populated gradually was termed T-Street. Ming Dynasty, where the repair from the ten Palace, Wangfujing also begun to take shape, renamed ten Palace Street. Qing spent ten kings, was renamed the Palace Palace Street or Main Street. In 1915, the Northern Government to draw “Beijing suburbs detail” when this street is divided into three sections: the northern section called Palace Street, said middle groove directions, because there is a sweet southern wells, together with the palace, to become the “Wangfujing Street.” 1903, Dong’an set up, the old Dong’an favorite shopping place is the Beijing 1909 issue of “Metropolitan hundred and writes,” it has a single “new market wide open everywhere, does not cost to buy hard heart, if on the first one refers to the bustling, please go to Dongan Jun city. “This serves to prove that the position of Dongan.

Wangfujing’s daily necessities, hardware electrical materials, garments, jewelry, diamonds, gold and silver jewelry, sculptures, sales of goods into the great, is known as “Rijindoujin” of an inch of gold land. In recent years, the development of faster and Wangfujing, Beijing Hotel into the street from South Side, northbound, I saw a plaque hanging, shops awe-inspiring, full of people, like water, from morning to night, this street every day to enter as many as one million Chinese and foreign customers people. This street now has Asia’s largest commercial buildings, the highest density, highest concentration of shopping malls, hotels and shops. Wangfujing and domestic business travel shopping links recent large-scale, state-owned brand, the largest concentration of old land. This is full of modern, high-quality, high standards of an international center of business district and the Champs Elysees in France sisters became friendly street, it’s international status has risen. Department stores, foreign language bookstore, Dan Yao building, industrial America building, palace women department stores, Muslim buildings, Sun Dong An Plaza and Shengxifu, with the rise and, Donglaishun, Quanjude, the four salons, pharmacies constitute Herbs this 810 m of modern commercial air full commercial street.

5. Houhai

After the sea is the sea before and after sea water of three West Shichahai. To the North Sea, the sea, the South China Sea three different sea, called after the three sea. Haidong after starting Di’anmenwai Avenue, west Xinjiekou Street, south from Green Street, north to the North Second Ring Road, with a total area of ​​146.7 hectares, of which water area of ​​34 hectares green area of ​​11.5 hectares. This is the Beijing Dadu city 700 years ago during the ancient waters.

After the sea, is part of Shichahai after thousands of years, is a view of mountain water and energy, willow brush shore of idle land, houses and residents of shore, around the palace and former residence of celebrities are more elaborate with its endless charm and history of Beijing City . People come here just to here still can hear the crisp autumn insects, can still see the old Beijing courtyard buildings in miniature, still chewing it seems to have gone to the Royal Rhyme.

Said to be “sea”, is actually a huge artificial lake, is the exclusive pool of the old Royal Qingchi. After the Sea is located in the center of Beijing, from Tiananmen Square only four or five stops, with the famous North Sea is connected to a water, and King Hill, opposite the National Palace. Walked along the coast, an inattentive will see the red walls glazed tile. In the tall stately gate, only to see the hospital tall trees Sen Yu. Lay it reveals a mystery. It is said that after the sea waters attached to the Dragon Palace, ancient times are poised. Therefore, the ancient temple monks who repair the temple was built here, and kings and ministers in the government building the garden shore location, name of the people have also moved to the lake, began after the first waterfront living on the beach. Therefore, the saying goes, “first, Shichahai, after Beijing.”

6. Sanlitun

Located in the Chaoyang District, east. Three miles away from the inner city because of its name. Ming and Qing is Shuntian Daxing County. As to title, refers to Zuojiazhuang, outward Avenue, Hu Jia Lou, wheat stores surround area. Built in 1962 in the geographical north embassy district, the 20th century, 60 to 70 years of diplomatic apartment complex built in, and gradually developed into China Sanlitun area inhabited by diplomats, foreign affairs activities, shopping and major communities. Geographical area there are 10 vertical and 12 horizontal streets. Workers Stadium Road and New Road as part of the capital of the former Welcome Road. Workers Stadium North Road and west of the eastern section of the north western part of commercial and service outlets clouds, Sanlitun Bar Street is the main site of Beijing nightlife. Ta Yuan Diplomatic Office within the region apartment, Lufthansa Friendship Shopping Center, foreign duty-free shops, stores and other units of China International. Workers Stadium North Road, built on both sides of the eastern section of the city hotels, restaurants Zhaolong, Heeren and so on.

Beijing Sanlitun Bar Street is Beijing nightlife the most “prosperous” and entertainment street. Are foreigners who live in Beijing and domestic places frequented by wealthy celebrities. Every night sometime, where feasting, people bustling, noisy city silhouetted against the bright colors and luxury. Sanlitun Bar Street has always been giving a “smoke and mirrors” feeling, who could not see the true face of it, who does not give it an accurate positioning of the business.

Bar Street is the north side of the embassy district, this street’s reputation as a great, and some foreign embassies will be in front of the house number from the Sanlitun road to “Bar Street Sanlihe” Bar Street is open every afternoon from to two days early.

Every day, driving a car or many foreigners come here to play, especially at night, foreigners flocked to come here in droves, not only the willingness of foreigners to come here, many Chinese people but also to customers or friends go here. Here as a place of communication.

7. Beijing Hutong

Tourists to Beijing, a question often asked is where Beijing’s hutongs. Beijing’s Hutong originated in the Yuan Dynasty, when up to more than 6,000, is the earliest history of Main Street and East Fourth Chaoyangmennei between an alley, planning pretty neat, the distance between the alley and the alley roughly the same. Generally north-south street, relatively wide, such as from Beijing Railway Station to the South, Chaoyang Dajie street and North street, mainly due to the past to take the carriage, it is also called the road. The generally east-west alley, relatively narrow, in order to leave the main courtyard are generally on both sides of the alley.

Geographically divided, generally wide alley north of the front door, planning more tidy, generally narrow alley south of the front door, planning is not tidy. Because in the Qing Dynasty, the Qing government for security, does not allow foreign Laijingrenyuan live in the capital and are therefore focused on foreigners living in the front door and Chongwenmenwai, thus forming a front business district; in many foreign staff to Beijing exam of the lifts, thus creating a Liulichang culture Street, bridge area has many entertainment venues, Beijing’s theaters are also concentrated in the South City.

Beijing Hutong how much it? According to historical records, as many as several thousand in the Ming Dynasty, of which more than 900 inner city, outer city more than 300. The development of a number of the Qing Dynasty to 1800, when the Republic of more than 1,900. New China was founded more than the beginning of Statistics 25.5. Later incorporated some of the old name, new name a few; reform and opening up, with the economic development and urban construction, demolition and renovation but some of the development so far, Beijing has about 4,000 street name.

8. 798

While many people all day thinking about how to live on the estate with balcony, another gang yet their home in a waste plant in the outskirts of the city. These are special people who are engaged in the arts, so they more reason than the average person to show their personality. In terms of timing, they are free men, they do not work nine to five on the ground, there is time for these artists, they need the space, and now they have a way to group a space of arbitrary .

9 Silk Street

China’s only world-famous market, surprised the world’s top tourist map; in the eyes of foreign tourists, and the Great Wall, Forbidden City, Beijing roast duck par itinerary – she is the Silk Street.

She is the reform and opening up the painting on silk weaving. 20 years ago, a group of young people full of hope for the future, Silk Street branch in Beijing from a simple pavement, the use of this prime location adjacent to the embassy district, business and foreign trade of silk clothing. At this time, she, although Jing Chai sarong, childish off, but has to conceal the natural beauty, gestures hearted demeanor.

Reputation spread like wildfire, patronage, favor more and more people. Gradually, she felt overwhelmed, a little tired – too much fame Silk Street, passenger traffic is too concentrated, the reception capacity is overwhelmed. She needs to rest, to rise from the ashes. So, a new Silk Street came into being.

Introduction Silk Street

To take the Beijing subway station to reach the Wing in Silk Street. This in many world tourist map can be found on the commodity market of China, was once known as laughing, “the only world-renowned Chinese market.” “Climbing the Great Wall, Forbidden City tours, eat roast duck, visiting the Silk”, the Beijing Silk Street, with the Great Wall, Forbidden City, duck these “Beijing symbol” together with many domestic and overseas tourists to Beijing to become a tourist landmark.

Founded in 1980, the Silk Street market, beginning just dished a few shops scattered apartments in the middle of an embassy and diplomatic, was not much around the household, the consumer market is not good. Who would have thought, a decade later, it has overseas visitors eager to observe the shopping “civil Trade Center” and even economists call “reform and opening up with a pair of scissors cut out of the 21-century painting.”

From brand clothing, handicrafts, silk, pearls, antique and other Chinese characteristic products, the Beijing Roast Duck Restaurant, Western-style coffee shops and fast-food restaurant and convenience of supermarkets, readily available, this is Beijing’s “Silk Street.”

10. Panjiayuan

Panjiayuan has “ghost city,” said. Speaking of “Ghost City” dates back to the Qing Dynasty. At that time the decline of fortunes, and many dignitaries come down, they stole the family’s antique Station Street sold. After all, this is a demeaning thing, can only choose three or four in the morning trading lantern. “Howard has many years experience in stall old lament,” I remember when, ‘ghost town’ still get rid of some unknown object, because all have the ineffable secret, most of them can only be sold at cheap prices. ‘Ghost City, the good stuff’ rumors will spread. “Though not hiding, to deceive the public, but four in the morning opening of the tradition was continued down. Antique furniture, four treasures, ancient calligraphy, jade, agate, and foreign coins, shadow mask, religious token, ethnic costumes, the” Cultural Revolution “relics or even daily, in addition to arms, drugs, people, as long as you can think of valuable items have been shared on the shelves.

Beijing Panjiayuan flea market is located in the southeast corner of Third Ring Road Beijing, the country’s largest flea market, Monday to Friday, and shed a shop area businesses open to the Second District, Saturday and Sunday all the shops spread wide open, the year does not break city. Panjiayuan Flea Market East Third Ring Road in Beijing Panjiayuan Bridge, southwest, an area of ​​48,500 square meters. Market into stall area, ancient room area, classical furniture district, a modern collection area, stone carving stone, dining service area and six other business areas. Main old items, crafts, collectibles, decorations, the annual turnover of several million dollars. More than 4,000 operators on the market, nearly 10,000 business people, 60 percent of the operators from outside Beijing 28 provinces, municipalities and autonomous regions, involving the Han, Hui, Manchu, Miao, Dong, Victoria, Mongolia, North Korea more than a dozen people. Market formed in 1992, is accompanied by the rise of private antique and art trade activity gradually developed, and now has become a quaint folk culture of the large-scale dissemination of antique art market. Fast ride 300, 300, 957 and so fast 2,957 branches in Panjiayuan northbound off; take 28,368,627,638,938 specifically, 974,976, Express 107 and get off at the Panjiayuan Bridge; take the 674, 34,802 Panjiayuan west to get off. Metro Line 10 Panjiayuan station is under construction, please have your Jinsong Bridge Station, along the Third Ring Road about 1 km south. Panjiayuan flea market is the most popular antique items market. Sit shop shop the market opened 365 days a year, spread opening every weekend, opening weekend daily traffic of six or seven people, including foreign guests, ten thousand people. Different colors, different languages, different classes, different beliefs blend of tourists here. Mrs. Clinton, former U.S. President Bill Clinton, the U.S. House of Representatives Speaker Ha Side, Greek Prime Minister Brahimi Simitis, Romanian Prime Minister Nastase, Sri Lankan President Chandrika Kumaratunga, Thai Princess Maha Chakri Sirindhorn and so have dozens of foreign dignitaries come here to visit the shop. “Climbing the Great Wall, to eat roast duck, tour the Forbidden City, visiting the Panjiayuan” foreign tourists to China has become a major tourism project. Market is the most comprehensive collection of category marketing. The main business items are antique furniture, four treasures, ancient paintings, old books, agate Yucui, ceramics, foreign coins, bamboo, bone carving, shadow mask, Buddhism token, ethnic apparel, and other relics of the Cultural Revolution. Market is the window display collections, collectors communication platform, the Friends of Tibet Taobao paradise. Market is the largest distributing center of folk crafts. Snuff bottle with Hengshui, Yangliuqing the paintings, the embroidery of Jiangsu, Dongyang wood carving, stone carving stone Quyang, shadow Shandong, Jiangxi porcelain and crystal ornaments, Yixing purple clay, bronze, Shaanxi, Yunnan, clothing, Tibet Buddhist supplies, Xinjiang jade, pottery, etc. Taiwan. These different characteristics of folk arts and crafts from all over the country gathered Panjiayuan, and from the country and the world are sold here. More information please see our <a href=”http://www.cityknown.com” target=”_new”>Beijing travel tips</a>.

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Impacts of Food Product Advertisements of Pakistan Television on the Eating Habits of Children

IMPACTS OF FOOD PRODUCT ADVERTISEMENTS OF PAKISTAN TELEVISION ON THE EATING HABITS OF CHILDREN

By MALIK TARIQ MAHMOOD

INTRODUCTION

Television belongs to the family of audio-visual communication medium. It is able to transmit sounds and images carrying message of a varied nature and for a variety of purpose. It has strong influence on people, in the culture and on other media. It is a widely used telecommunication system for broadcasting and receiving moving pictures and sound over a distance from all around the world. The term may also be used to refer specifically to a television set, programming or television transmission. Television commercials have become one of the most effective, most persuasive, and most popular methods of selling products of many sorts.

Within Pakistani culture we need to look deeper at the role of television and advertisements, to assess why they hold such a valuable position. Pakistan Television is a permanent fixture in children’s lives. The television set is as familiar to children as the faces of family members. Television set is always there, to entertain and to give company to children, especially when no one else in the mood to play, chat or interact with them. They are increasingly being exposed to different cultures, absorbing new ideas and impressions about other cultures.

Many television advertisements are catchy jingles or catch-phrases that generate sustained appeal, which may remain in the minds of television viewers long after the span of the advertising campaign. Nowadays advertising spread in our entire culture influences in society and our fundamental patterns of life. Advertising can be seen as one of the factors that contribute to shape people’s life, their basic values, and attitudes. But actual picture is different, according to Edger “Advertising is the art of making whole lies out of half truth.’1

Advertising has been watched in many ways: on Television, Newspapers, Billboards, Walls, Video, Internet and in many other forms. The protection of children from harm is linked directly to the issue of what affects observed from viewing television. The criticisms regarding watching television of children are linked to what they watch and for how long. Television advertising on food causes parental concern; parents try to control the television viewing of their children. Parental control of television viewing is expected to lower the number of hours of a child, which leaves impacts on their health.1

Today’s children are our future and unique in many ways from previous generation. But perhaps the most influencing factor on children’s health is television advertisements. There are general concerns of parents that television advertising has negative influence intended or unintended on children’s health.

Advertising is the structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products by identified sponsors through various media. Advertising companies naturally communicate to large number of people about their products. There is nothing wrong with that, as it allows innovative ideas and concepts to be shared with others. However, as the years have progressed, the advertising methods and techniques have become advance, appealing, shaping, and even creating consumer’s needs where there has been none before, or turning luxuries into necessities.2

Mass advertising is no longer solely a means of introducing and distributing products, though it does that. It is a major mechanism in the ability of a relatively small number of giant corporations to hold disproportionate power over the economy. These corporations need newspapers, magazines, and broadcasting not just to sell their goods but to maintain their economic and political influence. The media are no longer neutral agents of the merchants but essential gears in the machinery of corporate gigantism, and increasingly they are not only needed but they are owned by the corporate giants.3

HISTORY OF ADVERTISING

Advertising is as old as civilization itself. The earliest beginnings of advertising, of course, are impossible to pinpoint, but there are several examples dating back thousands of years. In early days, signboards were placed above the doors of business establishments, and later, the town crier was an important advertising medium. Advertising was a well established part of the social environment of early civilizations. However, until the advent of mass selling in the 19th century, advertising played only a minor role in the conducting of business.4

After the invention of printing handbills, posters and then newspapers were used in increasing the quantities of advertise products. The development of railroad transportation enabled advertising industry to send its products to consumers who lived far from the manufacturing plants. Advertising assumed national character as business people used both newspapers and television to broaden their markets.

STATEMENT OF THE PROBLEM

The advertising of food products of Pakistan Television impact on children’s health – eating disorder and they become obese and idle. The researcher interested to investigate these impacts of food-products advertising on the health of children.

OBJECTIVES

The study was conducted while keeping following objectives in mind:

i) To investigate children’s viewing habits of Pakistan Television

ii) To find out impacts of advertising on children’s health

SIGNIFICANCE OF THE STUDY

Although there are many beneficiaries of the study but the main beneficiaries are parents’, and personnel of advertising agencies. All parents want to provide good food to their children for healthy life. The results of the study will show the parents about impact of advertising on the health of their children and will help them to compensate these affects.

LITERATURE REVIEW

This chapter has been divided into five parts. The first part describes some general things about Television advertising. The second part of the chapter is explaining theory of the advertising; how the advertisements affect the health of children and their lives. The third part explains the role of advertising in the society. The fourth part describes the health of children and their BMI. The fifth part of the study explores the negative impacts of ads on the health of children of 8 to 12 years.

Television is an important socialisation agent; it is present in children’s lives. Many advertisements broadcast on television are the creations of brilliant minds that want to persuade them to purchase the advertised products. Evidence are mounting that marketing to children is harmful. Nearly every aspect of children’s lives has been adversely affected by recent trends of advertising. Research links advertising to increased obesity and eating disorders in children because they are vulnerable to persuasive messages. According to Media scholar Gorge “Television has become unavoidable and unremitting factor in shaping that what we are and what we will become.”1

The children under the age of eight are unable to critically comprehend televised advertising messages and are prone to accept advertiser messages as truthful, accurate and unbiased. This can lead to unhealthy eating habits as evidenced by today’s youth. This is a critical concern because the most common products marketed to children are cereals, candies, sweets, sodas and snack foods. Advertising of such unhealthy food products to young children contributes to poor nutritional habits that may last a lifetime and be a variable in the current epidemic of obesity among kids.2

TELEVISION ADVERTISING

A consumer exposed hundreds commercial messages every day. They may appear in the form of billboards, newspapers, television commercials, etc. It is actually a very structured form of applied communication, employing both verbal and nonverbal elements that are composed to fill specific space and time formats determined by the sponsor. First and foremost, advertising is communication – a special kind of communication. Traditionally, advertising has been principally a one-way process, but with today’s new interactive technology, consumers can give feedback to advertising messages in real time using the same channels as the sender. Most advertising is intended to be persuasive – to win converts to a product, service, or idea. Some ads, such as legal announcements, are intended merely to inform, not to persuade. But they are still ads because they satisfy all the other requirements of the definition.3

The issues surrounding advertising directed to children are related to certain commercial campaigns primarily targeting children. Cold-drink advertisements are commonly shown during sports events and seen by millions of children, creating brand familiarity and motivating children for buying. They have been exposed television more than 15 edible ads during one hour programme and when they watch television 4 hours a day that means they saw one product’s ad around 20 times in one sitting. This is referred to graph no. 15 at page 34.

Advertising is persuasive and informational influence on the behaviour of the audience. Advertising is also a marketing tool and may be used in combination with other marketing tools, such as sales promotions, personal selling tactics, or publicity. But the actual picture is different, according to Edger “Advertising is the art of making whole lies out of half truth.”

The impact of television advertising is the greatest among children. The children like television commercials more than elder group, and they are also more deeply influenced by the catchy appearance of advertiser on their lives.

Advertising aimed at children is based on three concerns, first, it is believed that advertising promote superficially and values founded in material goods and consumption. Second, children are considered inexperienced consumers and easy prey for the sophisticated persuasion of advertisers. Third, advertising influences children demand for everything from toy to snack food.4

THE ROLE OF ADVERTISING

Advertising plays a vital role in the economic system of a country. It helps in selling ideas, goods, and services. Advertising both reflects and affects our lifestyles, and thus, plays a substantial social role. Advertising has become so close to our life, therefore, it serves multidimensional communication needs of society. Business firms, labour unions, government agencies, and political leaders are successfully employing advertising to inform and persuade people about their purpose.

Kapoor gives the four points of role of advertising: First, the country’s gross national product is greater and the standard of living is higher than they would otherwise be. Advertising creates jobs with a greater variety of products, and improves the quality of products and increase the economy of country. Second, argument of Kapoor is that advertising plays a major role in informing the consumer so that more intelligent choices are made in the marketplace. Third, rationale for advertising is that the firm’s cost of production per unit of output is lower because advertising increases demand for the firm’s output, so, advertising leads to more efficient use of resources in the economy. Finally, she says that advertising leaves the impacts either positive or negative on the general masses as well as on children. These impacts are changed according to the culture and environment.5

The above mentioned four points are whole picture of advertising that advertisers want to achieve. This same situation can be found in Pakistan. So, no one can able to explore all the aspects of advertising at this level because so many hurdles are there, such as lack of resources, shortage of time.

CHILDREN’S HEALTH

Every parent consciously and keenly observes the health of their children in all society. But parents are more attached with their children in Pakistani society because children are their future and they will help in finances when parents will retire. All parents like to provide good food to their children for their health and give proper education for making them a good citizen. Both parents are working because they want to improve their living standard; this is referred to graph no. 4. Some times parents over looks children’s activities i.e. what and when they eat? When and how they watch television? Why they become obese and idle? 6

Actually the researcher will explore the answer of all these questions because these questions are mainly related with the study.

Health experts have linked excessive watching television to obesity – a significant health problem today. While watching television, children are inactive to buy such products. They are also bombarded with advertising messages that encourage them to buy and eat unhealthy foods such as potato chips, burgers, pastries etc. and empty-calorie soft drinks that often become preferred snack foods. Indirectly advertising leave too much affect on children’s health. Even if children are watching 4 hours of quality educational programs on television in a day, that means they are not exercising, reading, socializing, or spending time outside. But some studies have shown that decreasing the amount of television watching by children led to less weight gain and lower body mass index increase, and make them idle that is not better for their health.7

BODY MASS INDEX (BMI)

Body Mass Index (BMI) is used to estimate healthy weight of average people. A BMI of 20 to 24 is desirable for most adults. A person with a BMI of 25 to 29.9 is considered overweight, and a person with a BMI of 30 or above is considered obese. Obesity is associated with an increased risk for heart disease, diabetes, and other life-threatening diseases.

The body mass index (BMI) is commonly used to determine desirable body weights. BMI is a measure of an adult’s weight in relation to height, and it is calculated metrically as weight divided by height squared (kg/m2).

Body mass index only provides a rough estimate of desirable weight; however, physicians recognize that many other factors besides height affect weight. Weight alone may not be an indicator of fat, as in the case of a bodybuilder who may have a high BMI because of a high percentage of muscle tissue, which weighs more than fat. Likewise, a person with a sedentary lifestyle may be within a desirable weight range but have excess fat tissue. However, the higher BMI is greater the risk for developing serious medical conditions.

BMI Chart for Boys

Body Mass Index (BMI) percentiles for boys, from two to twenty years, so that you can track your child’s growth curve and see if they are underweight, overweight or just right.

BMI Chart for Girls

Body Mass Index (BMI) percentiles for girls, from two to twenty years, so that you can track your child’s growth curve and see if they are underweight, overweight or just right.

What is Fat?

Fats, or lipids, are nutrients in food that children’s body uses to build nerve tissue (like the brain) and hormones. The body also uses fat as fuel. If fats that children have eaten are not burned as energy or used as building blocks, they are stored by the body in fat cells. This is body’s way of thinking ahead: By saving fat for future use, the body plans for times when food might be scarce.

Fat gives food flavour and texture, but it’s also high in calories, and excess amounts of fatty foods as with excess amounts of any food can cause many health risks. For children and adolescents, desserts and snacks including potato chips, chocolate, cakes, doughnuts, pastries, and cookies are a significant source of fat. Children also get fat from whole milk products and high-fat meats, such as fried and spicy meat. Of course, fast-food and take-out meals tend to have more fat than home cooking; and in restaurants, fried dishes are the highest in fat content. Fat also often “hides” in foods in the form of creamy, cheesy, or buttery sauces or dressings.

Still, though, fat is an important part of a healthy diet when the children eat the right kinds of fats especially those from certain kinds of fish in recommended amounts. Like carbohydrates in recent years, fats have been wrongly accused of being “bad”. Although some definitely better than others, certain kinds of fat are actually good for teenager and children an important part of a healthy diet.

Obesity increases the risk of developing disease. According to the National Institute of Diabetes and Digestive and Kidney Diseases, almost 70 percent of heart disease cases in the United States are linked to excess body fat, and obese people are more than twice as likely to develop hypertension. The risk of medical complications, particularly heart disease, increases when body fat is distributed around the waist, especially in the abdomen. This type of upper body fat distribution is more common in men than in women.8

CAUSES OF OBESITY

A calorie is the unit used to measure the energy value of food and the energy used by the body to maintain normal functions. When the calories from food intake equal the calories of energy the body uses, weight remains constant. But when a person consumes more calories than the body needs, the body stores those additional calories as fat, causing subsequent weight gain.

Obesity, medical condition characterized by storage of excess body fat. The human body naturally stores fat tissue under the skin and around organs and joints. Fat is critical for good health because it is a source of energy when the body lacks the energy necessary to sustain life processes, and it provides insulation and protection for internal organs. But the accumulation of too much fat in the body is associated with a variety of health problems. Studies show that individuals who are overweight or obese run a greater risk of developing diabetes mellitus, hypertension, coronary heart disease, stroke, arthritis, and some forms of cancer.9

The causes of obesity are complex and include some factors. Basically, obesity occurs when a person eats more calories than the body burns up. The children have an 80 percent chance of being obese if their parents are obese. Obesity in childhood and adolescence can be related to:

i) Poor eating habits
ii) Overeating habits
iii) Unnecessary use of Cold drinks
iv) Eating Non-nutrition food
v) Eating out-side the home

The percentage of overweight children is growing at an alarming rate. On the whole, children were spending less time exercising and more time in front of the TV and computer. And today’s busy families have fewer free moments to prepare nutritious, home-cooked meals, day in and day out. From fast food to electronics, quick and easy seems to be the mindset of many people, young and old, in the new millennium.

IMPACTS OF ADVERTISING

Modern life style has frozen the family size in the Pakistani society. Nuclear family has taken place of the joint family. Lifestyle trends in urban Pakistan (rising incomes, longer working hours, more working mothers, and time-poor/cash-rich parents) tend to support their families, which lead the child to watching television and increased consumption of unnecessary food. Furthermore, the advertising industry makes junk food seem irresistible.

Children who watch a lot of television have difficulty in concentrating at school because they are used to being given all the answers instead of being asked to think about questions. If children watch less television, their imagination will grow.

Unfortunately, children are not given proper guidance as to what they should do. The media is not playing its proper role in the promotion of children’s rights and the difficulties they have to face in the society. Even the authorities of Pakistan Television ignored this side and they can not design programs according to children’s requirements.

IMPACTS ON CHILDREN’S HEALTH

James suggests that “Childhood obesity arises from foods that are high in fat and low in fibre. When children eat this food, the insulin not only increases the effects of the pleasure-chemical dopamine (making the child want to eat more of the same food) but also reduces the effects of the hormone leptons, making the child want to eat more and be less active”.10

Television also has negative impacts, it creates eye problems. It stops the children from going out and playing with friends. Its advertising makes them buy things even if they do not need. It can make them tired and unable to focus on their lessons.

LEAVE UNHEALTHY HABITS

Gerbner said that the many media experts in Western countries who continue to be deeply anxious about the commercial context of television programming. They argue that television advertising leave impacts on society, particularly on the health of children, and television advertising is not going on air without reason.11

The impact of television on children has received much attention. Research suggests that children see television advertising as just another form of programming and react uncritically to its messages, which makes them especially vulnerable to advertising. There is also concern about the way in which children respond to advertising. Research indicates that many children are unduly influenced by this standard of health, become dissatisfied with their own bodies, and may develop eating disorders in pursuit of a thin figure. Advertising affect daily life and eating habits etc. The children as well as the teenager get influenced, consciously or unconsciously by advertisements of Pakistan television.

RESEARCH METHODOLOGY

Every scientific discipline employs a particular methodology in conducting of research. This includes some assumptions and values which serve as a rationale (underlying reasons) for effort of research and standards criteria for the whole process. The basic purpose of this research study was investigating the negative impacts of eating habits/disorder on the health of children. For this purpose systematic random sampling method was used. The sample size was limited to 30 children aged between 8 – 12 years and their parents.

RESEARCH DESIGN

This study was survey research about “Impacts of food product advertisements of Pakistan Television on eating habits of Children” in Satellite Town (B-Block) Rawalpindi city. The researcher used questionnaire for parents and interviews of the children as instrument to gather the data.

POPULATION

In this research study children of age 8 – 12, and their parents in Rawalpindi city were the population of the study.

SAMPLING TECHNIQUE AND SAMPLE

Random and convenience sampling techniques were applied in this research for selecting the sample. The sampling frame was 30 children aged 8 – 12, and their parents from Satellite Town (B-Block) Rawalpindi city.

DEMOGRAPHIC VARIABLES

There are three demographic variables in this study:

i) Gender
ii) Age
iii) Qualification

RESEARCH INSTRUMENTS

In order to realise the objective, a survey study was carried out. The data was collected mainly from the primary sources. A questionnaire was designed for parents. Children’s questionnaire was also used for structured interview.

DATA COLLECTION

Data was collected through questionnaire and interview. Questionnaire were distributed among the parents and administered by the researcher personally. Structured Interview was conducted to all children respondents of sample.

DATA ANALYSIS AND INTERPRETATION

In this chapter the researcher analyzed the data of impacts of advertisements on the health of children. The data on the “Impacts of Food Product Advertisements of PTV on the Health of Children were collected through a questionnaire which was especially designed for this study. Primarily, cross-tabulation statistical procedure was applied to investigate relationship between demographic variables i.e. (gender, age, and qualification, and presented in graphs alongwith data tables with interpretation.

As evident form the graph 1, the majority of the male respondents (34% fell in the age category of 30 to 45 as well as female respondents in the same groups made 23%. The results showed that majority of the both groups respondents were youngster.

As evident from the graph 2, the majority of the male respondents (20%) was Doctor whereas 20% were running their business, 10% female respondents were Govt. employee and 10% were housewives.

Graph 3, showed that 57% of male respondents and 30% female respondents were highly qualified. So, male respondents were higher qualified as compared to female.

The graph 4 documents the monthly income of the parents-respondents. As evident from the graph that male respondent belongs to well earning families as compare to female respondents.

As evident from the graph 5 this shows the composition of families of the respondents, the majority of respondents having four members in their family.

As evident from the graph 6 all parent respondents watched PTV regularly.

As evident from the graph 7 that majority (13%) of male-respondents watched PTV in evening and late night as compare to female respondents who liked to watch Pakistan Television in morning and afternoon.

Graph 8 showed that majority of parent watches Pakistan Television for 2 to 3 hours daily.

Graph 9 reflects that all children respondents were regular viewers of Pakistan Television.

The results of the graph 10 shows that children like to watch television in evening mostly but some respondents like to watch in afternoon as well.

As evident from the graph 11, the majority (30%) of children respondents watches PTV for more than four hours daily. According to the data collected children of 8-12 years old were heavy viewers of PTV. Actually that is the problem area because watching television for long time i.e. more than five hours creates adverse effects on the health, especially children of 8-12 years old.

The results of the graph 12 shows that majority (33%) of children respondents like to watch children shows/quiz programmes as guided by their parents.

Graph 13 reflects that parents allow their children to watch PTV for the purpose of getting updated information and for entertainment as well.

Graph 14 is evident that male respondents felt tiredness when they watch PTV for more than 3 to 4 hours but female respondents got bored that means female liked to watch more than four hours.

As evident from the graph 15 that majority of respondents (40%) watched ads around 15-20 and 20% saw more than 25 ads in an hour. Its means that during one hour program a lot of food-products were advertised on PTV which instigated children to buy these products on their own or ask their parents to buy the same for them.

As evident from the graph 16 that majority of both parent and children respondents usually liked to buy cold-drinks but some children responded that they also liked to buy chips type products as well. These products increase fats on the body especially in children because the age 8-12 years is the grooming age and they need proper and nutritionist diet for their health.

As evident from the graph 17 parent respondents, responded that children attitude was changed if they did not buy or allow them to buy such edibles. They behave aggressively with their elders or parents.

The results of the graph 18 show the impacts of Pakistan Television’s ads on children. Parents responded that their children tried to imitate when they saw ads, but some parents responded that they felt some aggressiveness during/after watching ads because advertiser showed super human actions.

As results of the graph 19 shows that parents always buy food products on their children’s demand because they were well earned (refer to graph no. 4). They fulfilled all demands of their children whatever they demanded for eating. This eating habit created eating-disorder in the children of 8-12 years old.

As evident from the graph 20 that parents felt that PTV’s ads effected their children’s diet because their children having enough money to buy belong to upper class families (refer to graph no.4).

As evident of graph 21 that parents responded that these ads increased eating disorder and decreased health of their children.

FINDINGS

The purpose of this research was to find out Impacts of Food Product Advertisements of Pakistan Television on the Eating Habits of Children. The major variables those are likely to have a significant impact of Pakistan Television ads on children’s health.

In Pakistan almost all the children have been watching television regularly. The information about children’s spending time on viewing television was to estimate their exposure to the variety of advertisements. Variation of advertising’s influence has been observed differently in one child to another, and from day to day for the same child. Nevertheless, some general influence of advertising on children were observed, which presented in chapter 4 at graph 9.

According to the graph 11; all the children have been watching television daily. 23% children saw television for up to 3 hours and 30% were watched television up to 4 hours a day. Thus, they were found heavy and regular viewers. Most of the children spend quite a lot of time sitting in front of television screen watching various programmes.

Thus, children of 8 to 10 years old were found to be more attracted towards television ads and they watched them with great interest but with the increasement in the age, children’s preferences shifted towards television programmes.

Most of the children in all age groups watched the television ads with great. That means many audio-visual techniques in television advertising were simply aimed at gaining, and holding children’s attention, which impressed them to purchase various products. Thus, television advertisements could really make a tremendous impact on children. The researcher found out the following aspects:

1) Children of 8-12 years old and their parents were watched Pakistan Television TV regularly. Most of the male parent liked to watch at late night but female parent liked to watch at morning and evening and their children liked to watch at evening. The parents’ watching span was 2-3 hours but their children’s watching span was 4-5 hours daily.

2) Children liked to watch children shows/quiz programmes but their parents allowed them to watch of PTV for getting information and entertainment as well.

3) Male respondents felt tiredness when they watched PTV for more than 3 to 4 hours but female respondents got bored that means female liked to watch more than four hours.

4) Majority of parents and children usually liked to buy cold-drinks but some children also liked to buy chips type products as well. The researcher find out that these products increase fats on the body especially in children because the age 8-12 years is the grooming age and they need proper and nutritionist diet for their health.

5) Children’s attitude was changed if they did not buy or allow them to buy such edibles. They behaved aggressively with their elders or parents.

6) The children tried to imitate when they saw ads, but some parents responded that they felt some aggressiveness during/after watching ads because advertiser showed super human actions.

7) Parents always bought readymade food products on their children’s demand because they were well earned (refer to graph no. 4). They fulfilled all demands of their children whatever they demanded for eating. This eating habit created eating-disorder in the children of 8-12 years old.

Ads of PTV effected their children’s diet because their children having enough money to buy such edible belong to upper class families (refer to graph no.4).

9) Ads of Pakistan Television increased eating disorder and decreased health of children of 8-12 years old.

CONCLUSION

Mostly children are addicted to viewing TV their average of viewing is more then 60% that means they are watching TV more then five hours per day, they are heavy viewers. After/during watching TV’s ads most of the children demanding drinks i.e. coca-cola, des, Pepsi these drinks develops unhealthy habits of children. Some children ages of 10-12 are trying to imitate the same action which they seen during that ads, which are dangerous for their lives.

The data of this research study proves that fats increased in the body of people especially in children, if they regularly drink these products. Increases fat in the body is not good sign because fat creates obesity and hear-diseases. Children are over weight according to their age and height because they are regularly use these cold drinks and eating fried meats outside the home with their parents or elders.

Children having less weight according to their BMI it’s due to their eating disorder. They think that if we eat and drink more than other we have good muscles but their stomachs are not digesting the such food properly, so eating disorder increased and after a couple of months their weight is decreasing. That is only for their eating disorder. They seen that the performer of powder-milk ads is healthier because s/he drink that milk after that they trying to buy and drink that power-milk but they do not know the actual picture.

RECOMMENDATIONS

After concluding the results of the data the researcher give the following recommendations:

i) Policymakers need to take steps to better protect children from exposure to advertising because of the inherent unfairness of advertising to audiences who lack the capability to evaluate wrong information in television advertising.

ii) Parents should attempt to restrict their children’s TV time.

iii) Teachers and parents can help children to decide what they should watch on TV.

iv) Adults should look out for things their children do not understand on TV.

v) Parents should also keep an eye on any other negative effects of watching Pakistan Television on children’s health, eating-disorder and their eye sight problems.

vi) Children should be encouraged both in their schools and at home to discuss television advertising.

vii) Parents/Teachers should help children to look for programmes which relevant for their health and has some positive impacts on their health of Pakistan Television.

Works Cited

Edger A. Shoaff. http://thinkexist.com/quotation/advertising_is_the_art_making_whole_lies/204323.html

Evra, Judith Van: Television and Child Development. (Hillsdale, NJ: Lawrence Erlbaum 1990).

Kunkel, D., Wilson, B., Donnerstein, E., & Blumenthal, E.: Measuring Television Violence: The importance of context. (Journal of Broadcasting and Electronic Media 1995).

Ibid.

Ibid

Namita Unnikrishnan, and Shailaja Pajpai: The Impact of Television Advertising on Children. (Sage Publications India Private Limited, India 1996)

Namita Unnikrishnan, and Shailaja Pajpai: The Impact of Television Advertising on Children. (Sage Publications India Private Limited, India 1996)

Neeru Kapoor: Television Advertising & Consumer Response. (Mittal Publication, New Delhi, India 2003)

http://weightloss.about.com/od/obesityhealth/a/blwhatsbmi.htm

http://en.wikipedia.org/wiki/Obesity

Shanahan James and Michael Morgan: Television and its Viewers: Cultivation Theory and Research. (Cambridge University Press, UK1999)

Syed Abdul Siraj Advertising. Islamabad: Allama Iqbal Open University) 6-8

Microsoft ® Encarta ® Reference Library 2005. © 1993-2004 Microsoft Corporation. All rights reserved.

William F. Arens. Contemporary Advertising (10th Edition). (McGraw-Hill Irwin, United States 2006)

About the Author

I have done my Master of Sciences and PGD in ELT with Thesis and Dissertation. Now I’m studying M.Phil.

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Cuisine Focus – Afghan – A Likely Blend of Culture and Taste

 

Afghan cuisine is a likely mix of South Asian and Middle Eastern cooking. Geographically, the country’s relations with that of said regions influenced the people’s culinary practices and ways. History also dictates how travelers from other places increased the people’s awareness to various types of produce and food items. Proof of this would be the presence of Chinese teas and Indian spices and herbs.

Delicious food served in a fragrant bed- that is what Afghan food naturally offers. From its wide range of rice, chicken/lamb recipes, a diner does not only have the opportunity to taste exotic food but experience a different kind of culture so to speak. Traditional recipes include Chalau (rice), Kebab and Nan (whole bread). Tea is also traditionally served in line with Baklava and other types of pastries.

Breads, for the most part, are staples that are seemingly present to replace cutlery and silverware. This may sound interesting but breads are commonly used to scoop up soft prepared foods and items. This is also the reason why bowls of fresh fruits, salads and condiments are considered staples. In addition, dairy such as buttermilk and yogurt, are common items in every Afghan home. Visitors are normally treated to a vast range of dishes that also feature raw and cooked vegetables.

Cooking methods include deep frying, steaming, roasting, and stewing. People are also into shallow frying and paper-wrapped deep frying. These preparations and techniques are used to prepare an authentic Afghani meal, where foods such as meats and fishes are utilized as main items.

Ingredients Utilized in Afghan Cuisine

Meat:

Lamb, Chicken, Beef

Vegetables:

Eggplant, Pepper, Carrots, Beans, Spinach, Turnips, Lentils, Leeks, Pumpkins, Potatoes, Okra, Chickpeas, Cucumber

Fruits:

Grapes, Pomegranates, Berries, Apricots, Plums, Oranges (Malta), Peaches, Lemons, Apples, Cherry

Nuts:

Almonds, Pine Nuts, Pistachios, Walnuts

Spices and Herbs:

Saffron, Coriander, Cilantro, Mint, Cardamom, Black Pepper, Cilantro, Dill, Turmeric

Grains:

Rice, Barley, Maize, Wheat

Dairy:

Yogurt, Cheese, Eggs

Afghanistan’s topography is perfect for various crops such as wheat, rice, and maize. Herbs and spices like coriander, garlic and onions are also widely available, which explains the prevalence of these ingredients in Afghan food and recipes. Dried nuts and seeds are also famous and are a natural part of their daily diet. Fruits like grapes, plums, berries and pomegranates are not only top food choices among the residents as it is also exported to various international markets.

The inclusion of various spices like mint, saffron and coriander makes Afghan food a standout in itself. Foods are described as neither too bland nor spicy, thus making it seemingly perfect and great tasting. On the other hand, the Kebabs are to die for in terms of Afghan’s specialties. And while kebabs are expected to grace your plate, it is quite surprising how household seldom serves this dish. This is because the availability of cooking equipment poses certain problems. However, this does not discount the fact that Kebabs are significant in Afghan cuisine and that these recipes will never cease as one of its prime dishes.

Authentic Afghan Recipes

Sabzi Challow (Spinach and Rice) with Lamb

Recipe Source: onecountyonebook.org

Ingredients:

¼ c. olive oil

8 lamb shanks (I couldn’t find and the Price Chopper butcher suggested chops)

3 onions thinly sliced

1 ½ t. turmeric

5 cups baby spinach, stems removed (large leaves chopped)

3 c. cilantro leaves

1 c, Italian parsley, stems removed

16-18 scallions, whole, outermost layer and tough upper green removed

3-5 c. beef stock (homemade preferred)

3 T minced garlic

5 T fresh lime juice

Salt and Pepper to taste

Method:

• Preheat oven to 350.
• Heat the oil in a large ovenproof Dutch oven and brown the lamb on all sides.
• Remove the lamb and set aside.
• Add the onions to the pot and sauté until soft and lightly browned.
• Stir in the turmeric.
• Add the spinach, cilantro, parsley and scallions.
• Sauté for 20 minutes stirring constantly (add more oil if needed).
• The aroma of the herbs should rise (very important).
• Add the garlic and sauté briefly.
• Return the lamb to the Dutch oven.
• Add enough beef stock to barely cover the lamb.
• Bring to a boil, then cover, transfer to oven and cook for 2-2 ½. hours.
• When the meat is tender, remove from oven.
• Stir in lime juice and season to taste with salt and pepper.
• Serve over challow.

Yield 8 servings.

Challow

Note: for Saffron rice, soak 1 t. saffron threads in ¼ c. boiling water for 5 minutes.

Remove saffron and discard. Use this water in place of the final ¼ c. water in final step.

I used Goya Basmati Rice and followed the package directions substituting the saffron water. With the handle of a wooden spoon, I poked five holes through the rice, one in the center. Cooked without stirring for 2 min. Reduced heat to med. Low and covered with a lid wrapped in a kitchen towel. DO NOT REMOVE LID DURING COOKING. The bottom will be crisp.

Source: The Book Club Cook Book by Judy Gelman and Vicki Levy Krupp,

 

Salaata (Afghan Salad)

Recipe Source: afghan-web.com

Ingredients:

• Tomatoes
• Yellow Onion
• Cilantro
• Lemon
• Cucumbers
• Radishes
• Salt

Method:

Chop 2 whole tomatoes, 1 medium yellow onion, and 1 bunch of washed cilantro. Mix these together in a bowl. Juice one lemon and pour the juice over the top of the tomato, onion, and cilantro. You can also add sliced cucumbers, as well as radishes. Sprinkle with salt (to taste) a good pinch and toss the salad. Cover and refrigerate for at least 15 minutes to allow all the juices to mix together.

Image Credit: hubpages.com, mychoyce.com,afghan-web.com

About the Author

Chef Matthew, the owner of ProChef360 Blog, is an expert in culinary arts. 
He is after all an outstanding chef, having had worked in some of the finest resorts, hotels and restaurants in the world.

His interest, however, in social media was awakened when he started his own websites. 
Over the years, he took it upon himself to learn everything he can about social media.

He endeavored to discover the secrets behind generating huge traffic and leads for his websites.

He studied the secrets behind generating sales by piggy-backing on high-traffic social media sites.

Over time, he has developed 77 techniques on how to generate huge amount of traffic through the use of social media.

“Secondo e Terzo giorno” Acam’s photos around Rome, Italy (programme 7 giorno in italia)

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What would be a good main course to go with my other two dishes?

Tonight I have decided to make a 3 course meal for a family of 4 but I can’t think of what to serve for my main course. I’ve decided on potato and leek soup for an entree and short-crust pastry with berries and cream for dessert but I’m stuck on my main. If anyone could think of something that would go well with my two dishes that isn’t too time consuming or complicated, it would be much appreciated. Thanks in advance.

I don’t see many green leafy vegetables. I also like salmon, but I would pan-fry some fillets and serve them warm over a Euro green salad with maybe extra virgin olive oil and rice vinegar. And maybe warm baguettes and bruschetta.

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. (Dividend discount model) Greta’s Coffee Roaster has experienced recent growth, which is expected to continu?

. (Dividend discount model) Greta’s Coffee Roaster has experienced recent growth, which is expected to continue at a 5% rate per year forever. Next year, it plans on paying a total cash dividend of $10.25 next year increasing by 5% per year thereafter. Calculate the current market value of a share of Greta’s Coffee Roaster stock – given annual dividend payments – if the required return on Greta’s Coffee Roaster common stock is 11%.

Dividend discount model: P0 = D1 / (rs – g)
where
P0 = Price of period 0, i.e. now.
D1 = dividend for of period 1, i.e. the next dividend
rs = return on stock
g = growth rate

hence P0 = 10.25/(0.11 – 0.05) = $170.8333 (nearest 4 decimal places)

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Can you name a certain Food or Drink that is named after a Place,State ,City or Country?

I start with a “Berliner”.
We love them over here in Germany.

http://en.wikipedia.org/wiki/Berliner_(pastry)

My lunch today (Mongolian chicken)
Spanish rice
Pad thai
Russian Caravan tea (is delicious)
Turkish Delight
Dozens of wines: Port, marsala, bordeaux, burgundy, etc.
Spices: Cayenne (France), Jamaican allspice, Thai holy basil, etc.

The winner has to be cheeses, as Monty Python explains:

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What is better Whey Protein or a Milk Based protein?

All the companies always say Whey, But isn’t it true that it is only in your system a little over an hour and if you don’t use it, you lose it. Casein protein digests very slowly 4-5 hours. So I assume a combination would be the best bet such as 1 scoop of whey and 16 oz of skim milk. I believe that the supplement companies all know this, but whey is Extremely cheap to manufacture, and that is why they promote it so well!! remember Milk and egg protein powders of the 80′s….. By the way You can go to a Bakery wholesale store and buy powder egg whites. It is a great deal.

The difference between Whey protein and Casein (milk) protein is that Whey is much more “bio-available” meaning that your body absorb more of it and faster. Also, Whey has a higher percentage of Glutamine amino acids which is a major component of muscles. This is why bodybuilder use it right after working out and in the mornings. Casein is good to drink at night because it takes your body much longer to process so it slowly feeds your muscles while you’re sleeping.

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