Swipe file assignment instructionYour first question may be, Wh.docx

Swipe file assignment instruction
Your first question may be, "What on Earth is a "swipe file?"
I'm glad you asked! A swipe file is a a sort of holding place to
store all of the good ideas that you come across. When you see
a commercial, magazine ad, billboard, event idea, or anything
else that really stands out to you, it's a good idea to file it away
somewhere for later reference. Maybe you like the look of a
particular ad, or you like the way a commercial used a song, or
an organization had a really cool theme for their fundraiser. A
swipe file allows you to store that idea for later inspiration.
Most professionals maintain swipe files as "ticklers" for those
days when the creativity just isn’t flowing.
Beginning now, you should keep an eye out for any items that
catches your eye. Each student will be responsible for creating
a swipe file this semester, which will contain at least 10 items.
Students will keep a collection of “neat” ideas, layouts,
headlines, etc., that they may want to “take off from” some day.
Make sure that your criteria for inclusion is more than, "I
thought it was cool," or, "Gee, isn't this neat." You should
select them because you see their value as public relations tools.
Near the end of the semester, you will submit a document (in
Rich Text Format) that includes each item. All items must be
accompanied by an explanation of where the piece originated
and why you chose to include it in your file (such as an example
of how you might use it in the future). For the items that can be
linked to the Web, please provide the Web address (hyperlinked
when possible). For others, such as a hard copy brochure, you
may scan the brochure or take a photo of it and either post it in
the document along with the explanation or include it with your
submission as an additional attachment. If you send any files as
attachments, please make sure you name the attachment
appropriately to match the corresponding item in the list you

provide.
Examples of items that may be included in your swipe file:
press release
billboard
event
novelty give-away
brochure
flyer
interview
photos
video
campaign
promotion
sponsorship
direct-mail piece
advertisement
HSD 240 ONLINE Fall 2015
Homework: Chapters 12-14 (50 points)

Name:
1. Nutrient Additives—Can You Spot Them on the Label? Food
Safety. 14 points.
When you buy prepared foods at the store, do you know what is
in them? Are there words on the ingredients list of the label that
you don’t recognize? There are many types of food additives
such as added vitamins, preservatives, gums, sulfites, food
colorings, sweeteners, and fat substitutes. Many of these
additives give food a more appealing texture, appearance, or
taste, and prolong shelf life.
Label-Reading Exercise:
1. Select a food such as cookies, bread, or another type of
snack food. Choose a low-fat/-sodium version or a typical
version of this food. (pick a food with more than five
ingredients!)
2. List five of the ingredients on the label that you do not
recognize in the chart below. The Center for Science in the
Public Interest (CSPI) has a website with an excellent article
with a comprehensive listing of additives. You can locate this
article by searching for “Food Additives” on the website at
www.cspinet.org.
3. Use the website to identify the type of additive in the
“Type of Additive” column.” In the “Comments” column state
how the additive benefits the food, or is there are any health
concern associated with this additive.
4. The “Types of Additives” on the next page are for your
reference. It is a good summary of the most commonly used
additives.
Food item ____________________________ Version of food
______________________________

Ingredient
Type of Additive
Comments
1.
2.
3.
4.
5.
Types of Additives:
Preservatives
BHA or BHT preserves the oils in foods to prevent them from
tasting bad. Sodium nitrates are used to preserve the flavor and
color of prepared deli meats as well as inhibit the growth of
harmful bacteria.
Sulfites prevent oxidation in may processed foods, wine, and
some drugs. Sulfites are used to keep dried produce from
getting discolored.
Artificial Colors
Blue 1 & 2, Citrus Red 2, Green 3, Red 3 & 40, Yellow 5 & 6
are used to give foods a more desirable or striking appearance.
Gums
Carrageenan, guar, locust bean, or xanthans are used to thicken

and keep foods from separating.
Nonnutritive Sweeteners
Aspartame, saccharin, mannitol, stevia, sorbitol, or sucrolose
provides a high level of sweetening power for a small amount.
This reduces the calories in a food (see Table 12-15).
Sweeteners
High-fructose corn syrup or corn syrups are used in food to give
them sweetness at a reasonable cost to the food manufacturer.
These additives do add calories to the food.
Olestra
A fat substitute that gives foods a “fatty” feel without the
calories.
Vitamins and Minerals
Many enriched foods such as baked goods have additional
vitamins or minerals added to increase their nutrient content.
Beta-carotene or retinal (vitamin A), alpha-tocopherol (vitamin
E), ascorbic acid (vitamin C), and thiamin mononitrate (vitamin
B1) are examples of added vitamins.
Phosphates and sodium chloride are found in foods.
There are other additives and more types than what are listed
above.
References:
“CSPI’s Guide to Food Additives” on the website at
www.cspinet.org.
Girard-Eberle, Suzanne, Common Food Additives: Safe at the
Plate. Delicious Living Dec00.
2.Pregnancy and Lactation: 23 points

The Baby Friendly Hospital Initiative:www.babyfriendlyusa.org
On the top bar, click on “ABOUT US.” Then, on the left hand
margin, click on “BABY-FRIENDLY HOSPITAL
INITIATIVE.”
1. Why is the Baby-Friendly Hospital Initiative important? 3
points
On the left hand margin again, click on “THE TEN STEPS.”
2. Choose one of the TEN STEPS: Write the stepand explain
how it contributes to breastfeeding success. 3 points
On the top bar, Click on “FIND FACILITIES.” 9 points
3. How many Baby-Friendly Hospitals are there in the United
States? _________
4. How many BFH are there in New York State? _________
5. List the hospitals designated as Baby-friendly in New York
State.
6. How well do you think New York State is doing when it
comes to supporting breastfeeding? Provide support for your
comment; i.e. use numbers, statistics, compare states. (You will
be able to share your thoughts here on the final discussion board
forum which will be available soon).
World Alliance for Breastfeeding Action:www.waba.org.my.
Take a few minutes to scroll down the home page to see what
the news is in the world of breastfeeding. 4 points
On the top bar of the home page, click on “About”
7. When was the World Alliance for Breastfeeding Action

formed? __________________
8. Explain what they do.
The 2016 Theme for World Breastfeeding Week is
“Breastfeeding: A Key to Sustainable Development.” (OR click
on “What we do” and go to World Breastfeeding Week OR just
Google “world breastfeeding week 2016”). 4 points
9. Explain this year’s theme. Provide some facts/detail from the
website.
3. Juice Drink Label Analysis; Child Nutrition. 4 points.
Instructions: Use the juice drink label below to answer the
questions.
1. a. What is the serving size of this product?
b. How many cups is this?
2. What percentage of the total carbohydrates comes from
sugars?

3. a. What is the most prevalent ingredient in this product
other than water?
b. What is this ingredient?
4. a. Is this a good drink choice for a school-age child? Why
or why not?
b. Can you suggest other beverages that a child
could drink instead of this product?
Nutrition Facts
Serving Size 200ml
Servings Per Container 10
Amount Per Serving
Calories 100
Calories from Fat 0
% Daily Value*
Total Fat 0g
0%
Saturated Fat 0g
0%
Trans Fat 0g
Cholesterol 0mg
0%
Sodium 15mg
1%

Total Carbohydrate 27g
9%
Dietary Fiber 0g
0%
Sugars 27g
Protein 0g
Vitamin A 0%
•
Vitamin C 20%
Calcium 0%
•
Iron 0%
* Percent Daily Values are based on a 2,000 calorie diet. Your
Daily Values may be higher or lower depending on your calorie
needs.
Calories
2,000
2,500
Total Fat
Less than
65g
80g
Sat Fat
Less than
20g
25g
Cholesterol
Less than
300mg
300mg
Sodium
Less than
2400mg

2400mg
Total Carbohydrate
300g
375g
Dietary Fiber
25g
30g
Ingredients: Water, high fructose corn syrup, apple and grape
juice concentrates, citric acid, strawberry juice concentrate,
ascorbic acid (vitamin C), vitamin E acetate, natural flavor.
4. Ensuring Adequate Nutrition for the Elderly: The Aging
Adult. 9 points.
Meals on Wheels: http://www.mowaa.org
Describe Meals on Wheels – Who do they serve? What do they
provide? Who qualifies? What percentage of seniors struggle
with hunger in NY State? What concerns are there over the
aging of America?
There are many other state-supported programs for food
distribution for the elderly. The following links provide
information about such programs:
www.fns.usda.gov
www.aoa.gov/AoARoot/AoA_Programs/HCLTC/Nutrition_Servi
ces/index.aspx
3

COMM-211
Intro to Public Relations
Prof. Silcox
Swipe File
In-Kyu Kim
5/3/2015
Kim 2

Swipe File #1: Team Conan O’Brien YouTube Channel
Conan O’Brien, a famous talk show host for his 16 years-long
engagement of Late Night
show by NBC, lost his contract back in 2009 due to the
channel’s decision to replace him with
someone else. Conan, in desperate effort to revive himself from
the dismissal, created YouTube
channel and started to upload his own comedy skits, coverages,
interviews, etc., which quickly
became a viral hit. Called “Team Coco,” from his name Conan,
his YouTube channel has over
2.6 million viewers and each video he uploads is viewed by
millions of viewers easily. I picked
this as a good example of online social network marketing
utilizing mainly video contents.
Web Address: https://www.youtube.com/user/teamcoco
Citation: Team Coco. (n.d.). Retrieved November 23, 2014,
from
https://www.youtube.com/user/teamcoco

https://www.youtube.com/user/teamcoco
Kim 3
Swipe File #2: ALS Ice Bucket Challenge
Although this campaign supporting the ALS patients, or more
popularly known as Lou
Gehrig’s disease, did not start by the ALS Association, a non-
profit group supporting patients
worldwide, this I believe is a good example of (voluntary)
celebrity endorsement and how
powerful those opinion leaders’ participation in activities of a
good cause could be in a PR
perspective. The challenge, in form of people being showered
with a bucket of iced water
captured in a video, went viral and millions participated,
including President Obama, Bill Clinton,
Bill Gates, and many other popular opinion leaders and other
celebrities.
Web Address: http://www.alsa.org/fight-als/ice-bucket-
challenge.html

Citation: Ice Bucket Challenge. (n.d.). Retrieved October 10,
2014, from
http://www.alsa.org/fight-als/ice-bucket-challenge.html
http://www.alsa.org/fight-als/ice-bucket-challenge.html
Kim 4
Swipe File #3: Hyundai’s TV/Web Advertisement Campaign: A
Message to Space
Promoting its brand-new luxury sedan 2015 Hyundai Genesis,
Hyundai made an
advertisement called Hyundai’s New Thinking Campaign: A
Message to Space. The video
contents, made to be aired on TV and advertised over the web
channels, were made to exhibit the
maker’s concern to promote family-oriented, high-tech, and
luxurious side of its vehicle 2015
Hyundai Genesis. I personally believe that this campaign is well
orchestrated and is attractive
enough to draw in people’s viewership both online and through
televised channels.
Web Address:

http://worldwide.hyundai.com/WW/Experience/Campaign/AMes
sagetoSpace/index.html
Citation: A Message to Space | Campaign | Hyundai Worldwide.
(n.d.). Retrieved April 20, 2015,
from
Kim 5
Swipe File #4: Flyer and poster to find Lauren Spierer
Lauren Spierer was a 20-year-old college student at Indiana
University Bloomington
when she suddenly disappeared after a night of partying at a
local bar Kilroys on Kirkwood on
June 3, 2011. Her disappearance generated national press
coverage but still remains unsolved
(Wikipedia). There was a university-wide effort to spread the
word on this missing student, and
basically all media channels were utilized for the effort. And
the displayed poster/flyer above

was posted all around the university campus and the city of
Bloomington. All the stakeholders of
Indiana University made full effort to locate her at an early
phase, but failed and the case still
remains unsolved.
Web Address:
https://pibillwarner.files.wordpress.com/2011/09/lsp.jpg
Citation: Disappearance of Lauren Spierer. (n.d.). In Wikipedia.
Retrieved December 10, 2014,
from
http://en.wikipedia.org/wiki/Disappearance_of_Lauren_Spierer
https://pibillwarner.files.wordpress.com/2011/09/lsp.jpg
Kim 6
Swipe File #5: Failed and Unethical PR Effort of Tokyo Electric
Power Company, Inc., on
Fukushima Nuclear Plant Explosion and Continued Emission of
Radiation-Polluted Waste
Following the tsunami that wiped out the northeastern part of
Honshu island of Japan,

most notably the Fukushima prefecture, explosions of nuclear
power plant in Fukushima took
place due to power cuts that suspended operation of hydro
coolers for nuclear reactors. The
powerplant, under the ownership and management of Tokyo
Electric Power Company, Inc., the
largest and most well-known supplier of nuclear-powered
electricity in Japan, displayed a
terrible risk-management system and inability of their PR
department to properly warn the public
of potential dangers of the explosion of their power plant. Until
this day they are trying to hide
and manipulate all measures of the impact from the pollutions
caused by radiated materials
stored within the plant.
Web Adderss:
http://www.commondreams.org/sites/default/files/imce-
images/japan-nuclear-
2012-5-26-4-0-2_0.jpg
Citaton: Fukushima Daiichi nuclear disaster. (n.d.). In
Wikipedia. Retrieved January 3, 2015,
from
http://en.wikipedia.org/wiki/Fukushima_Daiichi_nuclear_disast

er
images/japan-nuclear-2012-5-26-4-0-2_0.jpg
images/japan-nuclear-2012-5-26-4-0-2_0.jpg
Kim 7
Swipe File #6: Indiana Religious Freedom Restoration Act and
Indiana University’s Reaction
There were talks pertaining to the Indiana state
legislative’s consideration to pass what’s called
“Religious Freedom Restoration Act,” which would
allow retail business owners right to decline service to
people with certain sexual orientation that may go
against the owner’s personal religious belief. This
quickly received national and global criticism and was
also debated by Indiana University President Michael
McRobbie publicly over the newsletter sent to all that
has @indiana.edu e-mail address. He criticized the
Indiana state legislative’s attempt to discriminate

people with certain sexual orientation and confirmed,
over his words, that Indiana University as an academic
institution promoting equal treatment without regard to
“their age, race, disability, ethnicity, gender, gender
identity, marital status, national origin, sexual
orientation, religion or veteran status.” The letter to the
university community was a good encouragement to
those that were discriminated by the legislative
proposal and was a good PR move to separate the
institution’s identity from that of the state which funds
the institution.
Web Address: http://lesc.iu.edu/emails/iu/office-of-the-
president/religious-freedom/web.html
Citation: McRobbie, M. (2015, March 29). A Message
from President Michael McRobbie. Retrieved March
29, 2015, from http://lesc.iu.edu/emails/iu/office-of-
the-president/religious-freedom/web.html

http://lesc.iu.edu/emails/iu/office-of-the-president/religious-
freedom/web.html
http://lesc.iu.edu/emails/iu/office-of-the-president/religious-
freedom/web.html
Kim 8
Swipe File #7: Jordanian Government’s Attempt to Accuse
Islamic State of Its Violence
Disregarding any international standards for humane treatment
of prisoners of war,
Islamic State treated Jordanian fighter pilot harshly and ended
up executing him by burning him
alive. This movement received global criticism, mainly because
of Jordanian government’s
attempt to accuse Islamic State of its inhumane treatment of war
prisoners and overall violence
that goes against all the social norms. Jordanian government
posted images that were released
and/or were leaked from sources in Islamic State in order to
build public criticisms on Islamic
State. This attempt, however, was unsuccessful as Islamic State
retaliated Jordanian
government’s PR attempt to criticize them by executing the

pilot. The negotiation over release of
the prisoner that Jordanian government wanted to accomplish
did not happen and it was proven
once again that Islamic State’s violence is above and beyond
imagination.
Web Address:
http://static01.nyt.com/images/2014/12/25/world/SYRIA-
1/SYRIA-
1419461318542-master675.jpg
1/SYRIA-1419461318542-master675.jpg
1/SYRIA-1419461318542-master675.jpg
Kim 9
Swipe File #8: Sony’s Failed Attempt of Product Placement on
the Upcoming James Bond Film
The title says it all—Sony Electronics failed to sponsor Daniel
Craig, actor for his
famous role as James Bond in 007 film franchise, approximately

$5 million dollars for a product
placement in the film of its new Xperia smart phone. The
reasoning from the actor was
detrimental to the manufacturer, as it was due to Sony smart
phones’ mismatch to the cool image
of James Bond character.
Web Address: http://metro.co.uk/2015/04/25/daniel-craig-
turned-down-5m-spectre-deal-
because-sony-phones-arent-cool-enough-for-james-bond-
5167150/
Citation: Lee, A. (2015, April 25). Sony phones just aren't cool
enough for James Bond.
Retrieved April 25, 2015, from
http://metro.co.uk/2015/04/25/daniel-craig-turned-down-5m-
spectre-deal-because-sony-phones-arent-cool-enough-for-james-
bond-5167150/
bond-5167150/
bond-5167150/
Kim 10

Swipe File #9: Indiana University President Michael
McRobbie’s Letter Showing His
Condolences to the Family of Hannah Wilson, a Victim of
Recent On-Campus Rape and Murder
There was yet another
unfortunate incident of rape and murder
of one of the Indiana University
Bloomington’s student Hannah Wilson.
She was a Psychology student who was
going to graduate this May with a
bachelor’s degree. She was celebrating
Little 500 week with her friends at the
night when she was kidnapped, raped,
and murdered by an Uber driver she
called.
President McRobbie’s been very
active in sharing his opinions and/or
collected opinions of the university

community, unfortunately due to a
number of unfortunate incidents that
happened in and out of the institution. I
personally feel appreciative of his
willingness to communicate with
students and speaking on behalf of the
community, since it bonds people
together.
Web Address:
http://view.s7.exacttarget.com/?j=fef916
7172670d&m=fe8a1372756d0d7973&ls
=fe5411797562077a7d11&l=ff1f1d777c
63&s=fe5a15777d6c077f7110&jb=ffcf1
4&ju=fecb137177620479&r=0
http://view.s7.exacttarget.com/?j=fef9167172670d&m=fe8a1372
756d0d7973&ls=fe5411797562077a7d11&l=ff1f1d777c63&s=fe
5a15777d6c077f7110&jb=ffcf14&ju=fecb137177620479&r=0

Kim 11
Swipe File #10: Samsung’s Attempt to Utilize Its Partnership
with Marvel Comics to Create
Special Edition Galaxy Smartphone Series
People get excited for cool things and that tendency gets
amplified for high-tech products
that are coupled with popular media. This is the synergy that
Samsung Electronics is trying to
achieve through their partnership with Marvel Comics with their
newest film Avengers: Age of
Ultron. Thanks to one of its high-tech smartphone’s outstanding
design feature, the web went
viral for designing custom edition smartphones, which were
mostly unofficially photoshopped

images. Samsung paid attention to this movement, particularly
to ones themed in Marvel’s hero
characters, and decided to make the Marvel-themed phones a
reality. I personally believe this is a
good example of real-time interaction with customers and
brining what’s receiving positive
reviews from customers into a reality to maximize sales and
profitability.
Web Address: https://www.youtube.com/watch?v=f0vk87z3sPA
https://www.youtube.com/watch?v=f0vk87z3sPA

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