Entry 8: "The Changing World of Children's Consumption," 89-98.

“The London Salon MiniKin Kinder offers eight year olds its “Princess Treat,” with haircut, manicure, and minifacial. Even cosmetic surgery has begun to reach down into childhood, according to journalist Alissa Quart, who reports that the year between elementary and middle schools is becoming a popular time for aesthetic enhancements for eyes, lips, chins, and ears.”

When I read this quote, honestly, I was disgusted. CHILDREN are receiving facials and cosmetic surgery at such an early age, and yet people wonder why kids grow up to be dumb and self-conscious. They wonder why children rather spend more time shopping, and are at an earlier age being diagnosed with anxiety, depression, and other mental disorders. It is little things like this that affect the child’s later life. When I was small, my mom would not even let me polish my nails; she did not let me wear make-up until I was sixteen years old. And yes, I do look like a nerd because I hardly wear any (make-up) now, but beauty decomposes as knowledge grows, and I’d rather have life-lasting knowledge. Kids now want to grow up to be rich, in order to be able to buy fantastic items. However, how will they get rich if they don’t do well in school? Do they seriously believe that beauty is going to get them rich? Yeah, it might for about two years, but when actual aging starts to hit, those industries will throw them out like an old rag doll. It is completely disgusting how advertising is aimed towards children in the way that they want them to feel self-conscious in order to buy their products. I remember one day when I was at the mall with my mom, and suddenly I saw the STRANGEST THING EVER: a five year old with high heels. I was weirded out completely. I don’t even wear high heels and I’m about to be twenty! Advertisers think that this is just a way of selling their products and that no harm is done, HOWEVER, harm is done in the long run. One of the most common problems that lead to teen suicides is low self-esteem. Low self-esteem is caused by services such as these. In other words, children are becoming so attached to beauty products/services that if they don’t receive them, they will feel lost and self-conscious. In conclusion, advertising is sick, and it should be illegal to advertise to children whose brains are still developing and have no other road to go on other than theirs (since they don’t know any better). Why worry about enhancing your eyes, lips or chin? You’re going to age and turn ugly eventually, so just open a book and LEARN!

" today's children harried, sped up, herded into productive activities, and less able to be kids."

this quote made me realize an overwhelming reality. it is true that children are pressured into growing up extremely fast, and have the expectations of making adult decisions at an early age. After reading this article, a lot of childhood memories came back into perspective. I remember knowing well the McDonalds logo and asking for my mom for fries every time we passed by. I still see it to this day when I would pick up my nephew from school and we would pass by Jack in The Box and he would ask for fries. Not only does he know fast food logos, but he knows the difference between nickolodeon and the disney channel, and he is only 2 years old. After completing the article i was made aware of a problem at hand; our society will be driven by this upcoming generation of chronic consumers learning about the world of logos and brands before the age of 5. This new generation will be the representatives of our country and our society in a couple of decades. Whether or not they will provide the right decisions will only be made in time. This article seems accurate and the argument presented seems on the dot. Advertising from television commercials, and even journalism should take in consideration the damage they as a corporation are having on our upcoming society. The approach of marketing towards kids is all profit based, and the manipulation seems to be getting stronger as the years pass by. As for the way to approach children, I think that they should have a more responsible and educative approach in a sense where the profit is not the only incentive in mind. To conclude, this article strengthened my perspective that advertising is solely profit based.

“Time-starved households have become easy prey for marketers, whose research shows that parents who spend less time with their children will spend more money on them. “Guilt money,” as they call it, came up in almost all my discussions about why kids have so much influence now” (92).

I believe this quote portrays an accurate depiction of the drastic change in societal values and how advertising has exploited it. Within the past century there has been a significant decline in family interactions and advertising has conveniently made itself the bridge between parents and their children. We now live in a fast-paced society where everyone is always in a hurry; and as such, family life is not the same. Generally, both parents work and when they aren’t working, they spend the remainder of their time alternating between soccer practice, piano lessons etc. Consequently, this leaves little to no time for quality family time so parents seek alternatives. They indulge their children with an excessive amount of toys, electronics, and brand named clothing to replace the lost time, to show their children they care about them, and ultimately to make their kids happy. I can understand buying a gift or two every now and then, but the extent to which this “guilt money” concept has reached is ridiculous. As a society, we should be ashamed that we are raising our children with these materialistic values. I think it is ironic and hypocritical for our society to be outraged that our youth associate happiness with money when in fact society is responsible for instilling this concept at an early age by buying their children’s happiness and love. As for advertising, their involvement in this “guilt money” concept further proves that it is solely a profit-based industry because it seeks societal weaknesses and exploits them for their own benefit.

"The United States, despite having only 4.5 percent of the world's population, now consumes 45 percent of global toy production" (Schor, 27).
This quote made me think of how spoiled the children of America really are. We live in a capitalist nation, and it works out perfectly because we socially children from day one to be master consumers. Children today are given infinite amount of choices for toys, clothes, and, games. Their "hard-working" parents are the ones who pay for these things, in hopes to gain their children's love and forgiveness for being out of the house working so much. This is a sad trend that I believe has taken over American culture as we know it. I'm not at all surprised that kids grow up these days aspiring above all to be rich and wealthy- that's essentially all we teach them to value. We are raising greedy, ignorant, and altogether lazy people. To have only 4.5 percent of the worlds population, but consume nearly half of the toys?! That just goes to show how greedy people in America really are. If we keeps teaching our kids to be this way, then what? Pretty soon we will be consuming 80% or more of the world's toys and natural resources (which is an even worse consequence we pay for our consumption habits). Reading this article made me seriously consider NEVER allowing my children to watch tv, or at least monitor very carefully what they are watching. Parents nowadays let tv and mass media teach their children about valuable "life lessons". The problem with this is that tv and mass media, fueled by monstrous capital corporations, are teaching our kids how to be mass consumers by essentially deeming the "poor" uncool and unworthy, and glorifying the rich. They pin children against each other and against traditional family values that wont allow for mass consumption.

“Kids have clear brand preferences, they know which brands are cool, they covet them, and they pay attention to the ads for them.” (Pg 92)

I feel as though this quote is relatable not just to kids, but for the overall consumers spectrum of all ages. It is as if our recent generation’s minds have been molded into having the mentality for what is “cool” and in style and what is not beginning at a young age. As time progresses and the average consumer gets older, they no longer refer to the Playskool and Fisher-Price toys that were once cool at the age of five, rather, we shift our attention to the new sports cars or other elaborate expenses that have become the new preferential “cool toy.” When I was five years old, I remember being in constant competition with my next-door neighbor for who had the best up-to-date Barbie available. I would constantly be checking the television for the commercials, waiting to be informed of the best new Barbie. When the “shaving Ken Barbie” was advertised we both immediately went out to buy it. The day we met up to compare Ken’s we noticed a difference in them instantly. Hers happened to be a knock off she bought at the swap meet because Kens had sold out at Toys R’ Us. Now that I look back, I feel awful for having belittled her for not having the “cooler” Ken doll. The case of intentionally making one feel insecure at such a young age due to materialistic objects is horrible, but in reality, we still do it even as adults. I feel as though this article is a reflection of what society’s priorities and desires have evolved into, starting at a young age, and it is clearly an unhealthy transformation.

The article was very interesting. I had noticed that the consumer society had reached children but that damage done is far greater than what I had imagined. I can relate to the fact that when I was a kid I would do a lot of the outdoor and made-up games. Today, I notice that my nieces and nephew hardly do the same. Also, I think I became brand conscious when I was ten years old and according to the article kids are now brand conscious at two or three years old. It amazes me how far our society will go for money. It worries that these trends are affecting our future. If kids are beginning to feel stress and pressure at such a young age I can only imagine how bad things will be when they get older.

"Marketing is also being delivered in new ways, as stealth, guerrilla, and peer-to-peer techniques have taken hold....Trusted social institutions, such as the Girl Scouts and Boys and Girls Club, are teaming up with marketers."

Marketers and advertising companies have always only cared about themselves and try to do anything they can in order to make themselves money. Therefore, these companies are finding ways to attack certain demographic groups. When reading this article, and in particular this quote, I did not know that these companies tried so many ways to advertise and sell their products to small children. It seems crazy to me to hear that companies send out children to persuade other children into buying a company's products. Companies send out their little minions to recruit kids into buying that company's products. Not only do these companies use kids to sell their products to others, they also use trusted and well-known groups, such as the Boys and Girls Club, to sell their products. Companies are ruthless in their charge to gain money and they will do anything they can to get money.

When I was smaller I remember sitting in my living room next to my family and my parents friends. The adults would go outside and socialize while the sons and daughters would stay inside with my siblings and I watching TV. Of course, the older ones were the ones who had control over what we would watch. I remember how two of the girls who were about 15 or 16 would laugh in hysteria at what was going on in the TV screen. I had no idea what was going on or what it meant all I knew was that they laughed at everything and imitated everything and that my older sister went along with it, so I did the same. Now I understand that my older sister had no idea what she was laughing at or what was going on on TV. Just like myself she would wait for the other two girls to laugh as an indication of when she should laugh. Similarly, we would wait until these two older girls would compliment the clothes on TV or criticize how tacky the actors looked. It was not until recently that I realized how much that really influenced me as a 7 year old girl. I had established a role model of what looked good or what did not out of a a TV set. So, if I heard laughter against what someone was wearing on TV I knew I could not let my mother dress me up in a pink flannel shirt that looked anything like the one on TV. I did not notice then but I would turn into the whining little brat who wanted the new doll house because it would make me as happy as that little girl who was playing with it on TV. Reading this article has reminded me what power television has had over the consuming society and in particularly children. It is because we are children that the consumer society directs their advertisement at the attention of young kids. Unlike some adults who may be able to avoid such temptation at something that they know has great advertisement but cheap quality a child wants what he/she sees without second thoughts. I believe that another reason why commercials and other advertisements are directed to children is because if they start to consume at an early age they may stick "loyal" to the brand name of the product that they heard time after time while watching Lunette the clown on TV. A subliminal example of this would be the strategy Camel cigarette companies approached. In order to advertise their cigarettes in a way they believed to be more profitable they directed it to kids. They used a cartoon character Joe the camel as their main promotion. This Camel was dressed up as a smooth and cool cartoon on TV commercials. It was also hanged as advertisement that would be on buildings at the height of a child's eye level to make the image something that the child could remember. This technique was used so that kids could associate a cartoon camel as being cool at an age where they watched cartoons.It used to get kids to start smoking at an early age. The influence that kids pick up form advertisement reflect a lot of their decisions in the consumer society.

The article is completely right to say that consumerism targets children the most, I personally can recall many instances in life where I’ve made the family decisions as to what we should buy. Perhaps this is because children have more time on their hands, more time to sit in front of the television and be sold products. Once a product interest a children, they are more than likely going to research said product, at least I know I did. Personally I find it terrifying to think that a mere handful of people that hold a monopoly on specific products are influencing our children so intensely. They are controlling our children and by default controlling everyone.

In regards to changing the control advertising has on our children and by default has on us all. “Today, such a stance seems almost inconceivable, given the tremendous growth in political influence enjoyed by media corporations and food processors”(Pg. 94). This quote leads me to believe that there is no way around advertising to children as it can only be accomplished through the government but, the government is at the fingertips of these big corporations. Ultimately the only solution to end advertising to children is to cease to consume such products. The quote brings up a whole another issue, the issue as to whether or not consumerism is the basis for political expression, clearly it is not since by consuming we enable big corporations to buy their way in to the government and ultimately be the government. The saddest part is that we are all aware, however we continue to consume and allow others to make our political decisions.

"Time-starved households have become easy prey for marketers, whose research shows that parents who spend less time with their children will spend more money on them." (RD 92)

All my life I had wondered why my father would always be the one who would spoil me and my sister when we younger. To me, it seemed more logical that my mother would be the one buying me and my sister the toys and junk food we wanted, since she spent the majority of the time with us. But now I realize that it was for the reason that my father would only see us on the weekends, because of his work schedule, that he would randomly take us along with him during shopping sprees and buy us everything we wanted. I guess he thought that this would make up for all the time that he could not see us. Something completely different that caught my attention was the section where it describes how young a child learns to recognize brands. My mother would brag to my aunts and uncles that when I was a toddler, I was so “smart,” that whenever we would drive around, I would randomly point out stores like Sears, McDonald’s, Kmart, Burger King, and many Mexican food brands when we were at the grocery store. It sends chills down my spine to know that it wasn’t just me developing my brain to learn things, but it was consumerism implanting their brands in my unconscious, commanding me to associate the Golden Arches with burgers and the huge “K” to the color red and cursive writing. It’s amazing to know how much control consumerism has on small children.

"Phillip Morris (the tobacco giant, renamed Altria) owns Kraft with its Lunchables product, kids second favorite lunch choice after pizza, as well as Nabisco and Post Cereals."

After reading this sentence I was highly upset and disturbed, how is it possible for a tobacco giant to also own products that cater to kids? Tobacco is a dirty industry as it is for preying largely on underage consumers, but now with Kraft under their possession it makes it even easier for them to target kids for their products. Don't get me wrong, Lunchables are great but just not in the ownership of Altria, who's to say that they're not secretly adding a tiny dose of tobacco into the cheese so that they can get the kids hooked early and then their cigarette sales will keep increasing. Ok, I admit that's a little out on the edge but my concern is having two powerful products under the control of one giant and the potential results of that connection. Corporations and their advertisers have developed "tweeining" as an advertising techniques that makes tweens want the products their teen peers are already using, wearing etc. by doing so they have doubled their market and their profit. Now suppose that in an effort to maximize profits Altria decides to use "tweening" to move kids and young pretweens who are outgrowing the Lunchables stage of life to a more powerful and longer lasting product-tobacco. We could hope that the government would take action against this plan of action but "two decades of corporate monies have eroded the regulatory, legislative, and judicial environment, making it far harder to protect our children" (RD, 94). I urge you all to look more closely at the advertisements for cigarettes and see if they at all parallel to advertisements for kids products. Do they both sell their product as being fun and maybe even rebellious against our parents or other authority figures? And while you watch these advertisements remember that more than "2,000 children and teens start smoking everyday, a third of whom will die from smoking related causes" (RD, 97). Lunchables and death kindly brought to you by Altria available at store near you.

As I read this article I became truly amazed by the way advertisements are manipulating not only adults, but children as well. The first thing that comes to mind when I think of a child is pure innocence. I’m beginning to see the way children are losing some sense of what it really means to be a child. Most children are beginning to care more about their physical appearance and their economic status. I can remember my childhood years and I see now that they are extremely different from the way my nephews live now. My nephews get their needs and wants from television shows and commercials, they ask for them, and we buy them most of the time simply because it becomes hard to say no.

“Adolescents are subjected to unremitting pressure to conform to the market’s definition of cool. MTV has been the global leader in promoting these values, and its worldview has become persuasive among youth.” (pg. 90)

This quote from the article is very true. In today’s society we see how kids/teenagers judge what others do, wear, buy, etc. Most teenagers try and imitate what they see on television because they think it’s the cool thing to do. I remember when I was in middle school people would follow trends and other fads that became popular because of a tv show. Things like that were the “in” things to do and if you did not follow them you weren’t “cool”. Television has a great influence on children and teenagers. The things they see are what they find most acceptable because the show depicts those trends as the “cool” thing. The children then become fond of this character and want to be just like what they see on television. These values depicted on channels like MTV become part of the adolescent’s social life leading to the isolation of those who do not follow these values. Adolescents are very easily influenced due to their vulnerability at this age.

“They are taking to the streets, to stores, and even into schools to observe and record. Researchers are paying adults whom kids trust, such as coaches, clergy, and youth workers, to elicit information from them. Online, they’re offering money, products, and prizes directly to kids in return for saleable consumer information.”

What’s disturbing here is that I’m almost positive these people don’t understand the value of the information they are providing these marketers. Marketers’ ability to elicit information from these individuals, however, is simply another testament to the long process of conditioning that capitalism has created and that corporations have perfected. It is as Benjamin Barber explained in “Infantilizing Consumers”, these individuals are clearly unconcerned with the implications of the information they’re disclosing to marketers; they are solely concerned with the immediate gratification that is promised to them for providing said information. Now, if these individuals could take a moment to reason, rather than allow their infant-like instincts to dictate their judgment, they’d realize that the compensation marketers are offering them in exchange for this information is nowhere near appropriate to its value. These marketers are capitalizing tremendously from this information; I would think that, even if people have no interest in combating this process completely, they’d show some capitalistic initiative and demand better compensation for the valuable information they’re providing. If you’re going to engage in a capitalist economy, make sure you’re at least doing it right.

“Adolescents are subjected to unremitting pressure to conform to the market’s definition of cool.”
I chose this quote because it made me consider my childhood. Being in a private school for all through high school, I was stuck with having to wear uniforms. I had always thought of them as some of the most horrible thing someone could do to ruin a kid; not being able to wear what you want, have the latest fashions to show off to your friends, or even give others a hint to what your personality may be like. Looking back on it though, it makes me realize how lucky I did not have to deal with labeling myself at such an early age, having other people judge me by what I wore, or even having to give into trying to be “cool” at such an early age. It’s amazing how dealing with something horrible in the moment can really be beneficial in the long run, even if it may not be realized right away.

“during the past fifteen years child poverty dropped considerably…The decline in child poverty should have led to improvements in measures of distress, because child poverty is correlated with physical and psychological health outcomes. The deterioration of the well-being indicators suggests that some powerful negative factors are undermining children’s well-being. (RD, 98)”
This article explained that advertising directed towards children transformed children from active energetic youth to sluggish and lazy coach potatoes. Children, although materialistically and finically wealthier, are poor in different aspects of their lives. Children used to play in yards and frolic outside now those activities that strictly depicted childhoods have been replaced with activities such as playing video games, going shopping of watching television. With the increase in wealth kids today have become poorer in social skills, family bonds and health. Children are continuously bombarded with ads for sugary cereals and fatty snacks not to mention the toys and electronic gadgets. When kids are taught at a young age that the one with the most toys wins the game of life they are merely being raised as mindless consumers that will purchase whatever they are told to buy. Ads develop greedy children today, so that companies will have dependable customers tomorrow. Children need to put down the video games, spit out the McDonalds and forget about Pokémon so they can go outside to play, socialize and develop a healthy childhood so they can become functioning adults.

I have not had a smoke in 6 years. The toughest part about quiting smoking may be the initial week. Thank God that those effects went away quickly and things got better day-to-day on account of the smokeless cigarettes. Do not feel overwhelmed. Simply just keep trying and you inevitably you will be successful once and for all.

http://ausenciadenada.net46.net/foro/index.php?action=profile;u=20605

This is the first site I read on my new Ipad. I'm bookmarking for nostalga.

Great information, Most of the looking I’ve done indicates that razor burn is a skin irritation caused by allergic reactions to chemicals, excessive tugging while shaving or the result of a dull blade or blades. They usually can be prevented by changing creams or soaps, changing blades and/or using a pre shave oil. Oils aren’t terribly expensive and are well worth a look if you have a problem.

My motherhood exam: The revised plan was to have me taking care of the two boys, 24/7, with no assistance. Wake up kids 2. Clean them up 3. Get them dressed 4. Breakfast - good grief it was only milk and cereal!.

Set aside time everyday for each other to unwind - this is important that each get time for him / herself, with no disturbance. Moreover, since my parents love to be with my boys so much, I would leave them to sleep over at grandparents place quite often.

Next, buyers'll have to put on A New electronic cigarette together. went you allow a container using a built-in atomizer, end users went probably have to screw it into Ones New freshly charged e-cig. if consumers have a three piece unit (battery, atomizer, as well as cell), you went have on an another step.

I smoked for most of my life. I understand it damages my health therefore I wish to quit smoking though this has been almost impossible. None of the stop smoking products helped me stop. Then I saw the electronic cigarettes. It's luckily improved my life. No more inhaling cancerous substances feels amazing!

I smoked for several years. I realize it hurts my overall health so I wish to stop smoking yet it's almost impossible. None of the stopping methods helped me stop. Then I found the e-cigarettes. It has luckily made all the difference. No more inhaling and exhaling toxic substances feels extraordinary!

I stopped cold turkey over the weekend and its starting to hit me now. My girl friend keeps telling me I will not get it done however I am so sure about it I will be successful. This morning I began experianceing pains in my lower stomach and I absolutely would like a puff. I wont give in mainly because I am doing all of this for my young ones. I am blessed to have the e cigarette review. It really has been a big bonus in my opinion.

To conduct an electronic cigarette, consumers will have to first buy online an electronic cigarette commence-build up kit, as this might typically include batteries which appear liking a pen or cigarette, charging handsets (USB, wall plugin, and also/or automobile charger), flavored cartridges (by or Without dissimilar levels as for tobacco), atomizers (or cartomizers which have to be cartridges and also atomizers most to a), container boxes or cases, Other accessory, as well as a user's guide. A few solutions need the buy of flavored nicotine juice. permanently Read Your owner's guide ahead of time functioning an electronic cigarette.

Read e commend aos associates professionally Component Supertech Electronic Ltd

perhaps it is just my thick skull nevertheless, I dont follow it. I'm sorry? is the moral of this piece? can someone please describe it to me. Maybe it is my blonde hair kicking in but i am somewhat bewildered as to the purpose? thnx

A great blogger will also find innovative and creative ways for their readers to interact more with the blog and other readers.

With the internet growing rapidly getting noticed is becoming a harder and harder task day by day thus there are some options to boost yourself in terms of traffic. Your site is doing good!

I am just getting my feet wet in community management/marketing media and starting to find out how to do it well - resources like this blog are a great resource.

When you shop for designer Fashion Designers Handbags Christian Dior, you can do it in different ways. If there is a certain line of Dior, which is very interesting, you can always stay with Christian Dior handbags on this line. At each stop on the line or infamous Dior fashion shows, usually several bags to mix and be able to adapt with each team on the line. If you are really in Christian Dior, you see that this is great because you create different looks with the same clothes and handbags can.

Every business goes through different phases. First we have the research and planning phase. At this time we are looking towards the objectives. Ultimately there are two aspects that sells Fake Handbags China and potential suppliers must be treated.

The shoes you wear a lot of things to say about the person you are. Experience a true Girls Handbags for his property Louboutin shoes. There are different qualities of replica shoes available online.

where can i download this song? cant find it anymore

First, are the most important thing on the right retailers. Before placing an order, you should make carefully that the retailers reliable and value of time and money you invest in the Handbags Purse Wholesale. Overall, retailers in the quality of the care of their customers¡¯ satisfaction and feedback. He has always put great effort and commitment of all order and provide good service after the sale. Meanwhile, retailers often bad to sell products that do not usually want to commit itself to sell the issue.

When you start-up wholesale designer Imitation Designer Handbags, you know very well that it is important that a wholesale supplier or drop Shipping Company choose to trust you. This is also in the sale to be from other products. His thriving business as a drop shipper is to be part of the company. You have to sell the designer handbags or other things, it is important to choose a wholesale supplier who is reliable.

like, are you ready to buy Handmade Designer Handbags at low prices, so I would some tips that end could save a lot of money to share.

For a woman, the bag is something that almost every day is used. Ladies Fashion Handbags must reproduce the general appearance of one woman, clean and tidy. Cleaning and maintenance is essential to the longevity of your bag imitation. Here are some tips to help you on your way.

fascinating blog about Entry 8: "The Changing World of Children's Consumption," 89-98. - Writing 2. I read it twice.

Summer brings thoughts of sunshine, holidays and of course the hot days in advance. Cool and add their choice of clothing with patterns. Whether online or in stores, there are many colors to work. For example, a water system and a full color brown shirt with a dark brown coat. Buy a size larger and it as a coat with a belt of brown pencil thin brown shoes and accessories, fashion jewelry and straw Knock Off Replica Handbags of white enamel.

Success means finding the courage, the perseverance, and also the will to turn into the individual you believe you were meant to become

Fascinating take on this issue. I for 1 have seen many twists on this and can often spot the holes in the arguement however, on this occasion I belelive your writing is this kind of that everybody should be in agreement with this. Thank you for sharing it with us.

Fascinating carry on this concern. I for one have observed many twists on this and can often spot the holes in the arguement nevertheless, on this occasion I belelive your writing is such that everyone should be in agreement with this. Thank you for sharing it with us.

The bridesmaids gifts are one of the things a woman superior to your wedding list, use to buy things. A few things to buy list is really important, especially for those who are not married yet because there are so many important things at stake in the preparation of a wedding as bridesmaid Replica Handbags Online . Although not required to offer such things as important that they reflect the recognition and the feeling against the bridesmaids, who were very helpful throughout the process of preparation for marriage.

I've suffered with anxiety and depression for over 20 years and the only thing that helps is yoga

I don't believe this! Smile

Precisely what theme are you using on the site ? I just like the design. Many thanks for the ad.

I know this isn't exactly on topic, but I have a blog using the blogengine platform and I'm having problems with my comments displaying. Is there a setting I am forgetting? Maybe you could help me out? Thanks!