14 Day Project - Advertisement Box Experiment.

When watching television, I have seen ads that go off topic on what they are trying to sell, but somehow still receive results from their technique, such as the Carl’s Jr. sexual advertisements. The CEO of Carl’s Jr. quoted: "You can say 1,000 times that you have a great burger and no one will listen to you, but if you put a beautiful woman in the ad, they will." This intrigued me in how instead of just selling a burger, the advertisers of Carl’s Jr. inter-graded something not remotely related to burgers, such as sex and still somehow achieve a positive effect on their effort to sell. This type of technique is found in many other advertisements, using things such as violence and cuteness.       

 

 I became curious in how much of an effect do certain themes have on the public, and so, I will experiment on this. I will be testing different themes common in advertisements, such as cuteness, sex, violence, savoring (food), and things that make people curious, and see which of the themes will have the most results with people. To do this, I will place a box that can be opened in the public. What I will attempt to do is attract people into opening the box by advertising the box with certain themes, causing them to want to open up the box and see what is inside. The advertising will be done using a sign with the picture that relates with its theme, such as a picture of a sexual woman, or a cute puppy and baby. The sign will say “Open the box”. Every day that the experiment is conducted, a new theme will be chosen for the sign. I will then record the number of people that opens up the box with that day’s theme. From the results, I can figure out what types of advertisement themes are most effective on getting the attention of people.

Day 1

After some thinking about this project, I figured that it will be a lot of work for me to do. To make this work, I will need to make a sort of chest or box. And so, I figure that I will need to buy pieces of cardboard in order to construct a box. I will also need duct tape, construction papers, and markers to decorate it. For the sign, I will find a stand and put a piece of hardboard on it and put “open me” on it. I will also need to find pictures to put on the sign.

Day 2

Since I have school late, I am able to go out and buy the required materials for my experiment.  I first went to Michael’s Crafts Store to see if there was anything I could buy. At Michael’s, I bought markers and a poster board. I figured that it will be a lot of work to build a box from just cardboard, so I decided to go and buy my own box to use. After looking around Michael’s, I didn’t see a suitable box, and so, I decided to go to Target and look for a box there. At Target, there were lots of boxes, but they are quite expensive, so I went home to see if there are any usable boxes.  When I got home, I dug through the house’s storage and I found a straw box with a hinged lid. It was perfect! So, now I almost have everything I needed to make my experiment work.

Day 3

Today, I was supposed to go look for pictures and photos to use for my project’s themes. Yesterday, when walking around Michael’s and Target, I also tried looking for good pictures to use for my project, but I did not find any suitable. I then tried looking online for photos and see if I will be able to but it on the internet. When looking at EBay, I saw that most of the pictures sold were at least 3-5 dollars each. Buying 5 pictures will cost a lot of money, so I decided to risk degrading my project by printing pictures from the internet using my printer. I will post the pictures that I use when I blog about the days that I do the actual experimenting.

Day 4

Today, I began constructing the sign. Since I no longer have to make a box, I only need to worry about the sign. Building the sign wasn’t that bad, although it looked pretty make-shift. I used a stand that I found lying around the house and taped it to the back of the poster board. I when drew and wrote on the poster board, making sure there is still room to put a picture on it.

Day 5

Since I am basically done with buying and building the parts required to make my experiment work, I decided to look it over and see if there is anything I can do to fix it up or make it look better. For today, I mostly fixed up the sign, making it look better and then I decided to put a small sign inside the box, asking the people who open the box to nicely closing the lid after opening it, to make it easier for me, so that I do not have to walk up to the box and close it.

Day 6

Since I have class at 3, I thought that I have some time to go biking around before class starts. I biked to Great Mall to look for a good place to place my box and keep watch. After biking around for a while, I decided on placing it by the bus stops, which is also the path that people usually use to go to the mall when they get off the light rails. There are also benches around that area so I can sit and keep watch of my box. It looks like it is raining this weekend, so hopefully I will be able to do some experiments before it rains.

Day 7 : Blank - Failed

I will start my first part of my experiment today. I have decided before to go to The Great Mall and use it as my experiment area. Today’s experiment will be the control, because I will use a blank theme, not using any pictures, for this first experiment. So I first started off putting everything into my backpack, a roll of duck tape in case something goes wrong, my notebook to record the results, and a pen and permanent marker to mark and write. I do not have my driving license yet, so I have to ask my mom to drop me off at great mall. There was a lot of traffic going to great mall. 

When I got there, I went by the VTA bus stop, on the path of the light rail users and began setting up my project. I first put my box up, and then began putting up the sign, when I saw a security guard walk by talking her phone. I thought that she would stop me; however, she saw me and continued talking on her phone. After I finished setting up, she then walked up to me and said that I am not allowed to put the box at that area. She first asked me what I was doing, and so, I began explaining in fully what my project was about. And then the security guard began asking me if I knew about 9-11 and terrorist attacks, trying to tell me that my project's box looks like ”suspicious" package and that I can be cited and thrown in jail for leaving a box here. And so, I had no choice but to pack up and leave the mall with my experiment. 

I wasted about an hour at the mall. And so, my main idea of a place to do my project was ruined, I had to quickly think up of a new area to conduct my experiment, and had to go with the poor choice of going to Cataldhi Park and conduct my experiment there. I did not want to conduct my project at the park because there are mainly little children, old adults, and weary adults. There is not a very good broad range of ages at the park.  After going back home, I had no time to go to the park today, so I will leave it to another day.

Day 8 : Blank

The past weekend was very rainy, and I have been unable to go and do my experiment.  It finally stopped raining today, so I am able to finally continue my failed experiment at Great Mall. Because I was not able to conduct my experiement at Great Mall, I decided to do it at Cataldhi Park.  After walking around for a few minutes, looking for an area to place my box, I finally decided to leave my box outside the tennis courts by the playground. After finally finish setting up my experiment, I left and sat by the benches to keep watch. 

For the first ten minutes, no one would approach the box. I was getting worried that my experiment would turn into a failure. People and passersby would just look at the box and then continue on. However, eventually two senior Asian couples, who were taking a jog, approached the box. At first they stopped and stared at the box for a while, and then came up and opened it. Because there was not anything in the box, they continued one, leaving the box opened. I had to walk up to the box and close the lid. While closing the lid, a Caucasian jogger who was passing by stopped and asked me what it was. Then again, I had to explain what my project was about. The jogger told me good luck and continued on. For the next hour, I continued recording. I arrived at the park at around 4:30pm, and the sun began to set. When it became slightly dark and people were obviously leaving the park, I packed up and went home.

My Results were less than what I had hoped for:

Female Child : two           Male Child : none

Female Teen : one          Male Teen: one

Female Adult: one           Male Adult : two

Female Senior:  one        Male Senior: one

In this part of my experiment, it does not only serve as a control, but it also serves as a test for people’s curiosity. The only reason why people would open the box is because they want to know what is inside.

Day 9 : Cute

Although cold, today was sunny. Because yesterday I started conducting my experiment late, it became dark. I decided to go to the park earlier today. I printed out a picture of cute puppies and attached it to the sign and set off to the park. I arrived at the park at 2:30pm and began recording. I decided to start at 2:30 so that I may be able to include students who were walking home from school. As always, I would get some people who would ask whose box this was. One person attempted to move the box away, and I had to run up to the person and explain to them what I was doing. Today, I had better results than yesterday because of the time I choose to do it. There were a few of middle school students and a few high school students who took interest in the box.

People who opened the box:

Female Child: three        Male Child: one

Female Teen: four           Male Teen: two

Female Adult:  two          Male Adult: one

Female Senior:  one        Male Senior: none

I believed that cuteness would attract a lot of people because cuteness creates a feeling of comfort with other people. The feeling of comfort makes people feel more familiar with the object, attracting them.

Day 10 : Sexy

The weather channel said that it was going to be raining today. Around noon, it was not raining, and so I decided to go to Noble Library to conduct the next part of my experiment. For this part, I will print out a picture of a woman and put it on my sign. I arrived at Noble library at 12:30 when it finally stopped raining, and began setting up my experiment. Luckily the people from the nearby middle and high schools get out early today, and many of them go to the library. Doing this part of the experiment with the sexual woman was quite embarrassing. Many students who walk by would laugh at the sign and push each other into opening the box. One kid kicked my box and so, it is slightly dented. I found that it is interesting how it was mostly males who opened the box, even if they were in a group of both male and females, it was the male who opened the box. It began pouring later, and so, I had to pack up and leave.

People who opened the box:

Female Child : none        Male Child : one

Female Teen : three       Male Teen : seven

Female Adult:  two          Male Adult : one

Female Senior:  none     Male Senior: none

Sex sells. That is there is to it. However, the point of this theme was ruined because the students took it jokingly and opened the box thinking of it as something funny.

Day 11: Savory

Today is Thanksgiving. Happy Thanksgiving! When I told my friend how I got caught by security when doing the experiment at Great Mall, she laughed at me and told me how nothing happened to her when she conducted her similar experiment at Valleyfair Mall. . For this part, I will print out a picture of desserts and put it on my sign. Around noon, I asked my mother and sister if they wanted to go to Valleyfair Mall. And so, we went to Valleyfair. My box is still slightly dented from the kick the other day, however it is still useable and I tried fixing it. There was a lot of traffic going to Valleyfair and parking was even worse. Luckily, well, not so lucky, my mom is handicapped, and so, she as a handicap sign. Using that, we were able to park upfront by the entrances. While my mother and sister went into the mall to go shopping, I set up my project by one of the pathways and kept watch in the car. I was watchful for security; however, Valleyfair does not have as much security walking around as Great Mall. The results for my project this time were great, but that is because of the amount of people passing by. After an hour and half, I packed up and entered the mall to see what I can buy.

People who opened the box:

Female Child : one           Male Child : one

Female Teen : five           Male Teen : three

Female Adult:  four         Male Adult : two

Female Senior:  three    Male Senior: none

We all eat. So, why wouldn’t food attract people? Although for this theme, I may have possibly have the highest amount of people opening the box, it was because I conducted the experiment at a crowded place.

Day 12: Mysterious

Today is Black Friday, and I decided to go back to Valleyfair Mall again, since yesterday was such a success. . For this part, I will print out a picture of a impossible cube and put it on my sign. Once again, I was able to park close to the entrance. It was even more crowded than yesterday. The mall was hectic. Since there was the black Friday sale going on, the mall was full of people trying to get bargains. This was a perfect day to do my experiment. This time, I set my box up near the parking structure, by the entrance to the mall. Like always, people would ask me what I am doing. Nothing that has not happened today happened. Once again, my results were good; however it is because of the location I did my project at. The results were lower than what I had yesterday though.

People who opened the box:

Female Child : one           Male Child : none

Female Teen : three       Male Teen : two

Female Adult:  two          Male Adult : three

Female Senior:  three    Male Senior:  one

I believe that this topic is very much like the blank topic. Because this topic has almost have nothing to do with people’s interests because it is nonsense, it is just there to test people’s curiosity, just as the blank control topic would.

Day 13

I finally finished all of my experiments! However, I decided to drop one of the topics, which was violence, because I had a very hard time deciding on a picture that would illustrate it well. I am also feeling very lazy about this project because I have already done 5 topics. Today, I will add up the results.

Blank:

Female Child : two           Male Child : none

Female Teen : one          Male Teen: one

Female Adult: one           Male Adult : two

Female Senior:  one        Male Senior: one

Cute:

Female Child: three        Male Child: one

Female Teen: four           Male Teen: two

Female Adult:  two          Male Adult: one

Female Senior:  one        Male Senior: none

Sex:

Female Child : none        Male Child : one

Female Teen : three       Male Teen : seven

Female Adult:  two          Male Adult : one

Female Senior:  none     Male Senior: none

Food:

Female Child : one           Male Child : one

Female Teen : five           Male Teen : three

Female Adult:  four         Male Adult : two

Female Senior:  three    Male Senior: none

Mystery:

Female Child : one           Male Child : none

Female Teen : three       Male Teen : two

Female Adult:  two          Male Adult : three

Female Senior:  three    Male Senior:  one

Total:

Female Child : five           Male Child : four

Female Teen : fifteen    Male Teen: eighteen

Female Adult: six             Male Adult : ten

Female Senior: seven    Male Senior: three

This experiment of seeing which theme would attract the most people is somewhat of a failure. Because I was unable to stay consistent with my areas, (I should have used Valleyfair Mall for all of my themes) the results were very inconsistent because of the different concentrations of people, such as the excess amount of children and teens at the library and adults at Valleyfair Mall. This experiment however, allowed me to see which themes are most popular with which genders, such as sex and the male teens and sweet desserts to females.

Day 14

I was too lazy to continue doing anything, sort of worked on the conclusion.

Day 15

Experiment’s finial day! Finished working on the conclusion.

Conclusion

Now that this experiment is coming to an end, I feel that I have accomplished a great challenge. This project took a lot of time to conduct. The idea of this project came to me while watching ads, seeing how they incorporate things unrelated to what they are actually trying to sell. The purpose of this project was to set up a box and using signs with different themes such as food, sex, or cuteness, and try to attract people into opening the box with the themes.

When I first decided on going to Great Mall to conduct my experiment, I was stopped by security and told to not do this here again, or risk getting cited. And so, I was lost in where to go to do this experiment. At first, I decided to go to Cataldhi Park to conduct my experiment, but this only lasted for two days, since I did them at different times of the day. Of the many people who go to the park, a lot of them are the same people who go there to run, or play tennis. And so, the park was not a very good place. I then tried going to Noble Library, The library worked great, however, many of the people going there were students who just got out of school. Many middle school students go to Nobile Library to do homework and get picked up there. The library was also closed on Thanksgiving and the day after it, so I could not finish my experiments there. I finally went to Valleyfair Mall where there was a slight lack of security to conduct the rest of my experiments, and it was a perfect place, but because I did not do my first three experiments here, the results ended up being inconsistent, for there are more people that are diverse in ages going to the mall and there were a lot more of them. This experiment had a lot of potential, but due to my unwillingness to spend a lot of money and the problems I faced at the locations where I decided to conduct my experiment, this experiment ended in failure.

Although this experiment was a failure when looking at the results altogether, when looking at the results singularly, I was able to learn which themes attracted which gender more. From my results, I learned that more females were attracted to the box with the picture of the cute puppies and sweet desserts, and how sex, as in the sexual woman, was attracting more males; maybe it would be different if I put a picture of a man instead? The results were consistent with the thought that in ads, sex is more geared towards men, such as in fast food commercials, and Axe. And things such as home economics and cuteness are more geared towards women, such as in television ads of home utensils and family safety. The mysterious theme and the blank control theme were pointless due to the problem of inconsistency of the amount of people due to the repeated changes in location.

If I were to make this experiment better, I would spend more time making a more professional looking sign, other than hand making a sign that looks un-trustable, and find a consistent area with a diverse number of people where I could safely conduct my experiment without many interruptions. Although very time consuming, I found this experiment to be quite fun. While doing this experiment, I was able to meet new people and converse to them not only about this project, but many other things as well. Even though at times, I felt embarrassed doing this project and having so many people stare at it, and think that I am strange. But overall, I am done with this experiment.

Publish Post

LOL

The Legend of Yukaii.

It is the time before the existence of Yukaii, and the country is in a great scientific age. The government began paying various organizations looking for the creation of super humans by the means of genetics research, spending billions of dollars. At first, it was harmless research, but suddenly they began using humans as test subjects for inhumane experiments, of which the public was not aware of.

This is where a young adult named Kai came in. As a child, Kai has always been very happy living with his parents. However, his parents were rebels secretly fighting against the government in hopes of stopping the research.

Eventually the government got a hold of Kai and his family and had horrible experiments tested on them. One day, Kai and his parents were injected with a test drug. At first they seemed fine, but then Kai’s parents began gasping for air and then slowly died. Kai, at that time was only 10, and he was horrified. For some reason, Kai seemed unaffected by the drug, however was in great shock from the experience of this parents dying in front of him. Suddenly, Kai went berserk. Using a mysterious power, he killed scientists and then escaped into the city.

When Kai finally regained his senses, he had no memory of who he was and had lost his powers. For the next few years, he grew up in the slums, living through hardships such as muggers and hunger, eventually finding a family who adopted him. He still had no memories at that time and began going to school. When he finally graduated from high school, he went to college though a scholarship. During the time he was in college, news of the government’s inhumane human tests was finally exposed to the public. While watching the news, and seeing the pictures of the testings, Kai suddenly regained his lost memories and along with the power of super human agility. Kai finally remembered what happened to his parents and then wanted revenge. And so, he became Yukaii, fighting against evil organizations that have grown too powerful for the government to control.

Mall Rat.

Westfield Valley Fair, or known as Valley Fair Mall, is an up-scale shopping mall, located in between San Jose and Santa Clara. The mall, being one of the largest malls in California, is made up of over 240 stores, a food court with 17 outlets, nine restaurants, and three department stores consisting of Macy’s Mens & Home, Macy’s Womens, and Nordstrom. While at this mall, I had a truly interesting experience, with its endless stores and numerous people, I was astounded by the many people of different races, the different kinds of cuisines, and many different outlooks on fashion.

Because of the massive size of the mall, and the number of consumers that go to the mall every day, many possibilities are opened up for the community. Although many of the possibilities are good, some are bad as well.


So what are some of the endless possibilities presented by Westfield Valley Fair Mall?

The inter-racial experience

Because the Bay Area is made up of such a diverse population, of Asian, Caucasian, African American, and ECT, Valley Fair Mall accumulates them by having many different kinds of stores in the mall, especially in the food court. In the food court, there are 17 different outlets including American, Chinese, Japanese, Mexican, Cajun, and other types of foods from different cultures. Although very Americanized just as the rest of the mall, the food court allows its consumers to try and experience food from different cultures.

                Americanized inter-racial foods?


Although I say that Valley Fair Mall’s food court allows its consumers to experience food from different cultures, it is still much Americanized. Panda Express for example, claims to serve gourmet Chinese food, however, its food are made the suit the tastes of the average American, giving the false image that Chinese food is nothing but greasy and unhealthy foods. There is no easy fix for this, since the everyday consumers in Valley Fair Mall are American. The food court is run purely by capitalism, trying to make the most money by having food outlets that can appeal to the widest range of people.

An outlet for fashion

Valley Fair Mall is full of brand name store outlets such as Forever 21, American Eagle, Ambercrombie & Finch, and so on. Although these stores may sell things that look great, in the end, it is all fashion that is created in certain people’s views.

                How does this pose a problem?

Along with telling us how to look, many brand name and mainstream stores are telling us how to act. Inside the stores, are mannequins and posters of people doing activities that are supposedly fun. This is a problem, because this causes consumers to lose some part of their individuality, for the stores are telling them how to look and act. The only fix for this is to have stores that have no advertisements and are plain, however that will go against the point of capitalism.


Overall, the Valley Fair Mall also gives people a place to hang out. Because there are so many things in the mall, such as places to socialize, places to eat, things to buy, and even activities such as mini inline racing, people are able to stay at the mall during free time and have fun. The mall is made in a way that is comfortable for its consumers with its sofas, tables, and air conditioning, and safe with its security. However, their main goal is to not to make you feel comfortable, but to make money.

It seems that many of the problems, including ones that are not stated are from the fact that the mall is run by capitalism. The makers of Valley Fair Mall made the mall to be a advertisement bomb, urging its consumers to spend their money and consume.

The ILL Docrtine

John Randolph, also known as Jay Smooth is a founder of New York's longest running hip-hop radio show, WBAI's Underground Railroad. He is also runs a video blog site called Jay Smooth’s Ill Doctrine, where he discusses issues and quirks about things from hip-hop to politics and political figures. Although seemingly brash and very irrational from his technique of sarcastically ranting and projecting his thoughts hilariously in his videos, Jay Smooth does point out very interesting outlooks and idea on certain subjects, especially in politics.

The Giant Word: Got-No-Sensitive

“Got-No-Sensitive - Adjective
     Pretending you agree with somebody even though you know they’re acting like they’ve got no damn sense.”

In this video, Jay Smooth explores the word sensitive. Jay Smooth states that the word, got-no-sensitive was invented in the 1950’s by Senator Joseph McCarthy. Senator Joseph McCarthy, at that time, noticed that United State’s people had very strong and irrational feelings about communism that were completely biased and mostly untrue. From the very unnecessary and misguided fear of the general public, Senator McCarthy decided to use them to his advantage. By completely agreeing with their fears, Senator McCarthy quickly became popular.

Jay Smooth argues that these kinds of people are not for your own good, for someone who agrees completely to whatever you say regardless of right or wrong will only make matters worse. A real friend is someone who will go against you when you are illogical.

In today’s world, this kind of technique is very popular in politics. Politicians are always acting on the ignorance of the people in order to get what they want. While President Bush was in office, he played with people’s fears to allow him to bring troops into the Middle East and start a war. This was possible because the public was fearful of Middle Eastern people, for they may be terrorists, regardless of the fact that the terrorist group themselves, is just a small number of people. The Got-No-Sensitive technique was also played by Politicians who would want to win office, where they would agree with whatever the majority of the public’s belief is, regardless of whatever he or she believes in. This was also especially true in the recent debate of the privilege of homosexuals to wed in last year’s presidential campaign. Neither Palin, nor McCain and not even Obama supported homosexuals’ privilege to get married. They know that it would be political suicide, for they would lose thousands of votes in many states. Now that Obama is president, there are signs that he may actually support gay marriage; however, he would not dare to say that he supports gay marriage while campaigning.

                How does this pose a problem?

I believe that what Jay Smooth is trying to say is that people are ignorant. Because of the ignorance, politicians and other people are finding that they are able to use this ignorance as a tool for them to succeeded, regardless if whether it is true or not. Why would we want someone running for office if they do not even care about what is right or wrong or even what they believe in, but only about using our feelings as a stepladder?

Why I'm Afraid of Christine O'Donnell

In this video blog, Jay Smooth rants about the qualifications that are needed for a job. Jay Smooth exclusively talks about a running candidate for senator named Christine O’Donnell. In her campaign advertisement, she states that she is the actual representation of us, or rather, you, and that she will go to office and do what you do. Jay Smooth is unsettled by her ridiculous campaign advertisement. Jay Smooth argues that her motto of her being you is a bad way to win votes. Jay Smooth does not want Jay Smooth to be in office, because he believes that he is not qualified for the job. 

                      Why is this important?

I believe that Jay Smooth wants people who are capable to do their job to be running for office, not someone who is just average. The economy and state of the US is bad and we need someone more than just qualified to better this country. And so, having a candidate that says she can be just like Jay Smooth, will not work for Jay Smooth.

The Matrix - Blue or Red?

In The Matrix, directed by Larry and Andy Wachowski, the main character Neo, a person with a semi-normal life is living in a false world created by computers.  Neo has been looking for the answer to the question of, “What is the matrix?” Eventually Neo meets a group of underground hackers who have known about the truth of Neo’s world. The leader of the group of hackers, Morpheus, has been searching for “The One” and he believes that it is Neo. Morpheus tells Neo that is a destined to do great things and Morpheus later presents Neo with two pills, two options, a red pill and a blue pill. The red pill represents the truth and change, something out of Neo’s world, where he would wake up from this dream and face reality; whatever that could be. While the blue pill represents falsehood, and Neo would continue living in the false fabrication of the world never knowing that he met Morpheus. Was Neo’s choice of the red pill correct?

If I was in Neo’s poistion, given Neo’s options, I would have chosen the blue pill.
 

Why not choose the red pill?
Yes, if I chose the red pill, I would stop living a worthless, useless lie of a life. However, would I be bargaining for more than I can handle? What is the point of facing the truth when I still have not lived this life to its fullest?  

      What is at the end of real life?
Taking the red pill is the same as committing suicide. If I were to die right now, I would face the real truth of life. Once the red pill is taken, it is impossible to return to the previous life, just as if one were to die. Once the red pill is taken, a whole new life will begin; one would be unable to see previous friends and acquaintances for they can become enemies at any time.

     So why would I take the blue pill instead?
Why would I throw away my current life, when I am still reasonably young and full of ambitions?  I would not trade my current peaceful life for one that is full of death, fear, and destruction. In the film, Cypher,  a fellow hacker in Morpheus’ group, wonders why he did not take the blue pill instead of the red pill when we was presented with the choice. He later meets up with an agent and makes a deal with him to give them Morpheus and in turn, return to the false world.

I would not blame Cypher for his decision. Once he took the red pill, he was thrown into a world where he was scared every day and forced to fight. The real world is not a nice place. In the film, the present world is black, lifeless, and fearsome. I believe the Neo is very courageous for taking the red pill, for I would not stay sane in a world that Cypher has to endure for very long.

And so, if I was in Neo’s place, I would have choosen the blue pill. I would rather live ignorant and not suffer than to know the truth and be forced to do something I would not want to do. There are things Neo has not experienced like getting married or having children. Even though the experiences may be fake, it is the same as being real if he does not know the truth. Ignorant is bliss.

Although people will say that taking the blue pill is cowardly, I do not believe that it is cowardly, but instead reasonable. Even if Neo was able to defeat the matrix and free all the people, what is there to return to? The world is destroyed to a point where life is nearly unbearable. Instead, they could all live in a virtual reality where it is so similar to what life is really like that it might as well be real.

Examine Life -- Peter Singer

      What is ethics ----------------------
------------and how do we justify our actions?

In a documentary called Examined Life by Astra Taylor, philosophers are exposed to the world to discuss their ideas and beliefs. Although many presented amazing arguments and opinions, one that stood out the most to me is one by Peter Singer, whom argues about implied ethics and how do we justify our actions.

  So just what is ethics?
Peter Singer believes that ethics is something that comes from oneself and it is what we decide to do in our lives. Implied ethics is something that challenges morals; morals are something that we have held onto for a very long time. Ethics is not something one do for themselves, but something that affects others as well. Because ethics can be different for everyone else, it can challenge morals.

“When you start to look at issues ethically, you have to do more than to think of your own interest; you have to ask yourself… how do I take in the account the interest of others?”

When one looks at ethics as something that affects others, the question of – how do we reduce suffering in the world? How does one decide what to do?

  What justifies our actions?
In the beginning of Singer’s interview, while walking around New York, he exclaimed that it is the center of one of the richest country in the world, and that raises an ethical problem.  In one of Singer’s books, he raised a scenario where a person was walking alongside a pond when he spots a child drowning. Instinctively, the person jumped into the lake to save the child not even bothering to take off his new shoes, consequently ruining them. Although the person did save the child, he threw out all the money it took to buy the shoes doing so. Instead of buying the shoes with that certain amount of money, the person could have donated that money to a charity organization like Unicef where he could have saved one or more children in a 3^rd world country from simple illnesses like a cold or diarrhea.

   So what justifies how we spend our money?
Ethics is what the choices we choose to do, and one is how we spend our money. It is not what we spend our money on; it is what we do not spend our money on. What one decides to do and what one omits to do.

 “When a person decides to spend $1,000 on a new suit, they believe that they are not harming anyone, but given the opportunities to help and given the way the world is, I think that we are failing to help someone. We have obligations to help, not to harm.”

Peter Singer believes that the meaning of life is to help others; make our lives meaningful.

In today’s world, people are taking too many things for granted and are too greedy.  Yes, some people do work for their own money to buy their own things, but why buy something for an unnecessary high price, when you can buy something that would work just as well at a lower price? Why buy a luxurious car for hundreds of thousands of dollars when you can buy a near equally nice car at just a few tens of thousands and save hundreds of lives by donating the money to an organization that gives aid to the poor and sick? People in today’s world are too materialistic and putting themselves at a greater priority than others. Peter Singer believes that is not the meaning of life; it is to help as much as one can.