Literatura científica selecionada sobre o tema "Cafea instant"

This research discusses how to restore the coffee culture of ancient people and its relationship with modern cafes that exist today. In ancient times, people drank coffee by producing the ingredients themselves, from growing the coffee to the brewing process. However, as time progressed, instant coffee emerged which made people start consuming instant coffee because the manufacturing process was practical, the price was relatively cheap and the taste had many innovations. This research uses a systems theory perspective by Walter Buckley and is reinforced by Niklas Luhmann's General Systems Theory. According to him, this systems theory focuses on the relationship of various processes in a social system. The research method used is a qualitative research method with an ethnographic approach. The research results show that many cafes that have been established today have brought back the coffee culture of ancient people. This can be proven by making coffee starting from the coffee beans to the blooming process or brewing the coffee using a coffee maker.

Instant or fast-paced lifestyle changes have become a business opportunity for business people in Indonesia. Starting from the need for food, drink, clothing, stationery, and transportation, to the needs that are intended only for self-fulfillment, one of the current trends in Dalgona. Dalgona is a traditional Korean food in the form of candy made from sugar. Dalgona itself was adapted in Indonesia into a drink made from coffee and sugar. Where Cafe Dalgona provides various variants of Dalgona-based drinks, Cafe Dalgona can be used as a current trend that is unified and appropriate in meeting needs and desires. Cafe Dalgona hopes to maintain its market share with this marketing strategy. Competition between owners of the same business poses a threat to the sale of Dalgona. Therefore, by analyzing a good marketing strategy by knowing the strengths (strengths), weaknesses (weaknesses), opportunities (opportunities), and threats (threats), it is hoped that Cafe Dalgona, a micro, small, and medium-sized enterprise, can survive and run its business.Keywords: Business, Dalgona, UMKM, Strengths, Weaknesses, Opportunities, Threats

In this modern era, frozen food is increasingly popular for consumption by the public. Not only for personal consumption, but also for the needs of food businesses such as restaurants, cafes or catering. The need for frozen food is growing, especially as more people choose to store food for longer periods of time. However, when frozen food is stored improperly, it can cause the quality of the food to decrease and even affect the health of consumers. Therefore, food businesses need to consider the right way to store frozen food. UMKM Neng Nana is engaged in Frozen Food with several products of instant baso aci, aroma roll sticks, mini spring rolls, baso aci seblak, melted bananas etc. UMKM Neng Nana is located in Housing Ardimulyo Kav. H no 4 Singosari Kab. Poor. In the packaging process for products, partners are still packaging using ordinary plastic, and have not been packaged using airtight packaging. As a food that is classified as semi-moist food, Mitra's products are foods that deteriorate quickly. The packaging at UMKM Neng Nana is still relatively conventional because they only use ordinary sealers, while their processed products come from semi-wet ingredients which require more effort to keep the products fresh. Vacuum sealers are a very important tool for frozen food businesses. In the frozen food business, food hygiene and quality must always be maintained.

Pekalongan is one of the tourism destinations in Indonesia. Some cultures of Pekalongan can be developed and promoted especially in the culinary field. Pekalongan's special food and beverage offerings are one of the most potential products in attracting both local and foreign tourists. Not only because of its unique name but also because of the process of making and philosophy in a product that makes Pekalongan culinary specialties. But on its journey, Pekalongan cuisine has not been able to make the reason tourists come to visit Pekalongan. Akar alang-alang which is one of the special traditional drink ingredients of Pekalongan which is expected to be better known and available at Café Jlamprang, Krapyak Lor Village so that it can introduce Pekalongan's culinary culture more easily to the community and can embrace the young generation to get to know the Pekalongan culture. Because what is currently available are some drinks that use root-alang alang ingredients that can only be found in certain regions or in the form of instant drinks that can be found in souvenirs. In this study shows that Kalang has a unique taste and presentation. Then the production system can be done simply. Kalang has a high enough potential to be sold at Cafe Jlamprang, Krapyak Lor village so that if it is able to be developed and managed properly, efforts to preserve traditional drinks should be done not only by producers, but the government must also involve all elements of society.

The development of visual communication media is currently widely used as a means of promotion and information technology. By following the development of information technology today, the delivery of information is no longer presented in the conventional form, but now it has been widely applied in electronic form. One of the results of the development of information technology that can be used as a medium for delivering interesting information can be in the form of Graphic Design such as Online Posters and images uploaded on social media. Raharja Internet Cafe or often called RIC is one of the facilities located at Raharja University. Providing all personal needs Raharja in carrying out lecture activities such as Print, Scan, install iPad, also provides accessories for technological devices such as computers and iPads, besides that RIC also serves computer and iPad services. However, RIC still has problems in presenting information relevant to existing developments. Millennials today tend to get and search for information by accessing social media compared to accessing a website. This is one of the important things that must be applied to Raharja Internet Cafe in conducting socialization and marketing. Therefore, the author was given the opportunity to be able to do the Job Training Lecture (KKP) on Raharja Internet Cafe to apply the knowledge gained in the lecture curriculum. Then the author also gained a lot of knowledge about the world of work that had not previously been obtained in the lecture process. Which in the end, each task and the work that has been done by the author while carrying out the Job Training Lecture (KKP), will be summarized in the Job Training Lecture report.

Introduction: Trends in sweetened drink consumption increased in the past two years. The ease of technology to order food and beverage through online applications and the increasing number of cafes provide a comfortable place, causing a change in lifestyle and eating patterns whose nutritional value does not meet health standards. Excessive calorie intake will have an impact on health, causing obesity. Objectives: To explore the pattern of sweetened drink consumption and awareness of the risk of obesity among nursing students. Methods: A cross-sectional study was conducted for three months (June-September 2021). We recruited 88 nursing students. Using the Indonesian version of the Beverage Frequency Questionnaire (BFQ), we collected the data and the obesity knowledge questionnaire by purposive sampling. Total intake of drink in milliliter and calories in kcals were calculated. The data were analyzed through SPSS version 23. Result: Most nursing students' consumption of sweetened drinks was in the high category, with 75 respondents (85%) and 13 respondents (15%) in the normal category. The drinks most often consumed were tea, instant coffee, and flavored milk. Body mass index (BMI) was mainly in the normal category with 47 respondents (53%), 27 respondents (31%) in the fat category, and 14 respondents (16%) in the thin category. Awareness of the risk of obesity, most respondents 72 respondents (81%) have good knowledge of 72 respondents (81%). The respondents' average daily consumption of sweetened drinks was 113 grams per day. Conclusion: The majority of respondents have a high consumption pattern of sweetened drinks even though they have normal nutritional status and are aware of the risk of obesity.

Today, in connection with the beginning of the full-scale armed invasion of the RF on the territory of Ukraine, questions related to fire safety and stable electricity supply have arisen before our state. It. in turn, led to numerous problems in the communication system. Against this background, after damage to power supply lines and strategic objects, the search and deployment of power supplies independent of the usual supply sources became urgent. After all, under the conditions of emergency and planned power outages, only the presence of such means of power supply as fuel generators and batteries make it possible to provide work and training for a huge number of people. Thanks to the fact that people, without wasting time and wasting energy on unnecessary things and affairs, began to work on the issue that is associated with a sudden or planned power outage for known or not entirely known reasons, work for most people resumed. Autonomous power sources were fuel generators. Small shopping centers and shopping and entertainment centers have installed powerful diesel generators on their premises to power large premises. Some installed one diesel generator on each individual wing. This was done if the room was too large for one diesel generator. Small establishments, for example: cafes, restaurants, bars, pubs, hookah bars, small offices, offices, workshops, etc. installed gasoline generators if the premises were the size of a garage, a three-room apartment with an area of 92 m2 or the size of a small two-story country house with walls 8 meters long each and ceilings up to 2 meters high. Powerful diesel generators were installed in the premises, which were more than 100 m2 in area. Most generators had an automatic start feature. Some generators had an installed automatic start function, and some did not have this function, and therefore had to install this function separately. Telecommunications companies and mobile communication service companies and provider companies that sell and service cable Internet also did not waste time and effort and also installed generators on their territories. Provider companies and mobile communication service companies were the first to decide to install autonomous emergency power supplies in their territories. This was done on purpose, since the equipment that provided and monitored wireless and cable Internet services and mobile communications services was powered by network electricity, and during the absence of network electricity, the equipment obviously stopped working. Because of this, cable Internet and mobile communications were lost, which had a negative impact on some citizens of Ukraine. It had a negative impact on them, since some citizens, as mentioned above, could work or study remotely. Someone lost their job, someone lost their business due to power outages. Also in connection with this, huge accounting gaps appeared. The introduction and use of emergency power helps solve this problem.

The Coming of Coffee Before World War II, Australians followed British tradition and largely drank tea. When coffee challenged the tea drinking habit in post-war Australia, the tea industry fought back using the most up-to-date marketing techniques imported from America. The shift to coffee drinking in post-war Australia is, therefore, explored through a focus on both the challenges faced by the tea industry and how that industry tackled the trend towards coffee. By focusing on the Australian Tea Council’s marketing campaign promoting tea as a fashionable drink and preferable to coffee, this article explores Australia’s cultural shift from tea drinking to coffee drinking. This complex and multi-layered transition, often simply explained by post-war migration, provides an opportunity to investigate other causal aspects of this shift. In doing so, it draws on oral histories—including of central figures working in the tea and coffee industries—as well as reports in newspapers and popular magazines, during this period of culinary transition. Australians always drank coffee but it was expensive, difficult and inconsistent to brew, and was regarded as a drink “for the better class of person” (P. Bennett). At the start of World War II, Australia was second only to Britain in terms of its tea consumption and maintaining Australia’s supply of tea was a significant issue for the government (NAA, “Agency Notes”). To guarantee a steady supply, tea was rationed, as were many other staples. Between 1941 and 1955, the tea supply was under government control with the Commonwealth-appointed Tea Control Board responsible for its purchase and distribution nationwide (Adams, “From Instant” 16). The influence of the USA on Australia’s shift from tea-drinking has been underplayed in narratives of the origins of Australia’s coffee culture, but the presence of American servicemen, either stationed in Australia or passing through during the war in the Pacific, had a considerable impact on what Australians ate and drank. In 2007, the late John Button noted that:It is when the countries share a cause that the two peoples have got to know each other best. Between 1942 and 1945, when Australia’s population was seven million, one million US service personnel came to Australia. They were made welcome, and strange things happened. American sporting results and recipes were published in the newspapers; ‘The Star-Spangled Banner’ was played at the start of theatre and concert performances. Australians were introduced to the hot dog; Americans, reluctantly, to the dim sim. 10 or 15 years after the war, there were stories of New York cab drivers who knew Australia well and spoke warmly of their wartime visits. For years, letters between Australia and the US went back and forth between pen friends […] following up friendships developed during the war. Supplying the daily ration of coffee to American servicemen was another concern for the Australian government as Australia had insufficient roasting capacity to supply this coffee—and so three roasting machines were shipped to Australia to help meet this new demand (NAA, MP5/45 a). To ensure a steady supply, coffee too came under the control of the Tea Controller and the Tea Control Board became the Tea and Coffee Control Board. At this time, civilians became more aware of coffee as newspapers raised its profile and Australian families invited American servicemen in their homes. Differences in food preferences between American servicemen and Australians were noticed, with coffee the most notable of these. The Argus reported that: “The main point of issue in these rival culinary fancies is the longstanding question of coffee” (“Yanks Differ” 8). It concluded that Australians and Americans ate the same foods, only prepared in different ways, but the most significant difference between them was the American “preference for coffee” (8). When Australian families invited hosted servicemen in their homes, housewives needed advice on how to make prepare coffee, and were told:One of the golden rules for hostesses entertaining American troops should be not to serve them coffee unless they know how to make it in the American fashion [...] To make coffee in the proper American fashion requires a special kind of percolating. Good results may be obtained by making coffee with strong freshly ground beans and the coffee should be served black with cream to be added if required (“Coffee for Americans” 5). Australian civilians also read reports of coffee, rather than tea, being served to Australian servicemen overseas, and the following report in The Argus in 1942 shows: “At Milne Bay 100 gallons of coffee were served to the men after pictures had been shown each night. Coffee was not the only comfort to be supplied. There were also chocolate, tobacco, toothpaste, and other articles appreciated by the troops” (“Untitled” 5). Due largely to tea rationing and the presence of American servicemen, Australia’s coffee consumption increased to 500 grams per person per annum between 1941 and 1944, but it also continued to rise in the immediate post-war period when the troops had departed (ABS). In May 1947, the Tea (and Coffee) Controller reported an increased consumption of 54 per cent in the two years after the war ended (NAA, MP5/45 b). Tea Loses Its Way Australian tea company and coffee roaster, Bushells, had an excellent roast and ground coffee—Bushells Pure Coffee—according to Bill Bennett who worked for the company from 1948 to 1950 (B. Bennett). It was sold freshly roasted in screw-top jars that could be re-used for storage in the kitchen or pantry. In 1945, in a series of cartoon-style advertisements, Bushells showed consumers how easy it was to make coffee using this ground beans, but the most significant challenge to tea’s dominance came not with this form of coffee, but in 1948 with the introduction of Nestlé instant coffee. Susie Khamis argues that “of all the coffee brands that vied for Australians’ attention, Nestlé was by far the most salient, by virtue of its frequency, timeliness and resonance” (218). With Nestlé instant coffee, “you use just the quantity you need for each cup and there are no grounds or sediment. Nescafé made perfect full-flavoured coffee in a matter of seconds” (Canberra Times). Figure 1. Advertisement for Nestlé Coffee. The Canberra Times 5 Aug. 1949: 2. Figure 2. Advertisement for Bushells Coffee. The Argus 22 Aug. 1945: 11. Instant coffee, as well as being relatively cheap, solved the “problem” of its brewing and was marketed as convenient, economical, and consistent. It also was introduced at a time when the price of tea was increasing and the American lifestyle had great appeal to Australians. Khamis argues that the discovery of instant coffee “spoke to changes in Australia’s lifestyle options”, noting that the “tea habit was tied to Australia’s development as a far-flung colonial outpost, a daily reminder that many still looked to London as the nation’s cultural capital; the growing appeal of instant coffee reflected a widening and more nuanced cultural palate” (218). Instant coffee, modernity, America, and glamour became thus entwined in a period when Australia’s cultural identity “was informed less by the staid conservatism of Britain than the heady flux of the new world glamour” (Khamis 219). In the 1950s, Australians were seduced by espresso coffee presented to them in imaginatively laid out coffee lounges featuring ultra modern décor and streamlined fittings. Customers were reportedly “seduced by the novelty of the impressive-looking espresso machines, all shining chrome and knobs and pressure gauges” (Australasian Confectioner and Restaurant Journal 61). At its best, espresso coffee is a sublime drink with a rich thick body and a strong flavour. It is a pleasure to look at and has about it an air of European sophistication. These early coffee lounges were the precursors of the change from American-style percolated coffee (Adams, “Barista” vi). According to the Australasian Confectioner and Restaurant Journal, in 1956 espresso coffee was changing the way people drank coffee “on the continent, in London and in other parts of the world,” which means that as well as starting a new trend in Australia, this new way of brewing coffee was making coffee even more popular elsewhere (61). The Connoisseurship of Coffee Despite the popularities of cafés, the Australian consumer needed to be educated to become a connoisseur, and this instruction was provided in magazine and newspaper articles. Rene Dalgleish, writing for Australian Home Beautiful in 1964, took “a look around the shops” to report on “a growing range of glamorous and complicated equipment designed for the once-simple job of brewing a cup of tea, or more particularly, coffee” (21). Although she included teapots, her main focus was coffee brewing equipment—what it looked like and how it worked. She also discussed how to best appreciate coffee, and described a range of home grinding and brewing coffee equipment from Turkish to percolation and vacuum coffee makers. As there was only one way of making tea, Dalgleish pays little attention to its method of brewing (21) and concludes the piece by referring only to coffee: “There are two kinds of coffee drinkers—those who drink it because it is a drink and coffee lovers. The sincere coffee lover is one who usually knows about coffee and at the drop of a hat will talk with passionate enthusiasm on the only way to make real coffee” (21). In its first issue in 1966, Australasian Gourmet Magazine reflected on the increased consumption and appreciation of coffee in a five-page feature. “More and more people are serving fine coffee in their homes,” it stated, “while coffee lounges and espresso bars are attracting the public in the city, suburbs and country towns” (Repin and Dressler 36). The article also noted that there was growing interest in the history and production of coffee as well as roasting, blending, grinding, and correct preparation methods. In the same year, The Australian Women’s Weekly acknowledged a growing interest in both brewing, and cooking with, coffee in a lift-out recipe booklet titled “Cooking with Coffee.” This, according to the Weekly, presented “directions that tell you how to make excellent coffee by seven different methods” as well as “a variety of wonderful recipes for cakes, biscuits, desserts, confectionary and drinks, all with the rich flavor of coffee” (AWW). By 1969, the topic was so well established that Keith Dunstan could write an article lampooning coffee snobbery in Australian Gourmet Magazine. He describes his brother’s attention to detail when brewing coffee and his disdain for the general public who were all drinking what he called “muck”. Coffee to the “coffee-olics” like his brother was, Dunstan suggested, like wine to the gourmand (5). In the early 1960s, trouble was brewing in the tea business. Tea imports were not keeping pace with population growth and, in 1963, the Tea Bureau conducted a national survey into the habits of Australian tea drinkers (McMullen). This found that although tea was the most popular beverage at the breakfast table for all socio-economic groups, 30 per cent of Australian housewives did not realise that tea was cheaper than coffee. 52 per cent of coffee consumed was instant and one reason given for coffee drinking between meals was that it was easier to make one cup (Broadcasting and Television “Tea Gains”). Marketing Tea against a Turning Tide Coffee enjoyed an advantage that tea was unlikely to ever have, as the margin between raw bean and landed product was much wider than tea. Tea was also traditionally subject to price-cutting by grocery chains who used it as a loss leader “to bring the housewife into the store” (Broadcasting and Television “Tea Battles”) and, with such a fine profit margin, the individual tea packer had little to allocate for marketing expenses. In response, a group of tea merchants, traders and members of tea growing countries formed The Tea Council of Australia in 1963 to pool their marketing funds to collectively market their product. With more funds, the Council hoped to achieve what individual companies could not (Adams “From Instant” 1-19). The chairman of the Tea Council, Mr. G. McMullan, noted that tea was “competing in the supermarkets with all beverages that are sold […]. All the beverages are backed by expensive marketing campaigns. And this is the market that tea must continue to hold its share” (McMullen 6). The Tea Council employed the services of Jackson Wain and Company for its marketing and public relations campaign. Australian social historian Warren Fahey worked for the company in the 1960s and described it in an interview. He recalled: Jackson Wain was quite a big advertising agency. Like a lot of these big agencies of the time it was Australian owned by Barry Wain and John Jackson. Jackson Wain employed some illustrious creative directors at that time and its clients were indeed big: they had Qantas, Rothmans, the Tea Council, White Wings—which was a massive client—and Sunbeam. And they are just some of the ones they had. Over the following eleven years, the Tea Council sought innovative ways to identify target markets and promote tea drinking. Much of this marketing was directed at women. Since women were responsible for most of the household shopping, and housewives were consuming “incidental” beverages during the day (that is, not with meals), a series of advertisements were placed in women’s magazines. Showing how tea could be enjoyed at work, play, in the home, and while shopping, these kick-started the Tea Council’s advertising campaign in 1964. Fahey remembers that: tea was seen as old-fashioned so they started to talk about different aspects of drinking tea. I remember the images of several campaigns that came through Jackson Wain of the Tea Board. The Women’s Weekly ones were a montage of images where they were trying to convince people that tea was refreshing […] invigorating […] [and] friendly. Figure 3. Tea Council Advertisement. The Australian Women’s Weekly 29 Jan. 1964, 57. Radio was the Tea Council’s “cup of tea”. Transistor and portable radio arrived in Australia in the 1950s and this much listened to medium was especially suited to the Tea Council’s advertising (Tea Council Annual Report 1964). Radio advertising was relatively low-cost and the Council believed that people thought aurally and could picture their cup of tea as soon as they heard the word “tea”. Fahey explains that although radio was losing some ground to the newly introduced television, it was still the premier media, largely because it was personality driven. Many advertisers were still wary of television, as were the agencies. Radio advertisements, read live to air by the presenter, would tell the audience that it was time for a cuppa—“Right now is the right time to taste the lively taste of tea” (Tea Council Annual Report 1964)—and a jingle created for the advertisement completed the sequence. Fahey explained that agencies “were very much tuned into the fact even in those days that women were a dominant fact in the marketing of tea. Women were listening to radio at home while they were doing their work or entertaining their friends and those reminders to have a cup of tea would have been quite useful triggers in terms of the marketing”. The radio jingle, “The taste of tea makes a lively you” (Jackson Wain, “Tea Council”) aired 21,000 times on 85 radio stations throughout Australia in 1964 (Tea Council of Australia Annual Report). In these advertisements, tea was depicted as an interesting, exciting and modern beverage, suitable for consumption at home as outside it, and equally, if not more, refreshing than other beverages. People were also encouraged to use more tea when they brewed a pot by adding “one [spoonful] for the pot” (Jackson Wain, “Tea Council”). These advertisements were designed to appeal to both housewives and working women. For the thrifty housewife, they emphasised value for money in a catchy radio jingle that contained the phrase “and when you drink tea the second cup’s free” (Jackson Wain “Tea Council”). For the fashionable, tea could be consumed with ice and lemon in the American fashion, and glamorous fashion designer Prue Acton and model Liz Holmes both gave their voices to tea in a series of radio advertisements (Tea Council of Australia, “Annual Reports”). This was supported with a number of other initiatives. With the number of coffee lounges increasing in cities, the Tea Council devised a poster “Tea is Served Here” that was issued to all cafes that served tea. This was strategically placed to remind people to order the beverage. Other print tea advertisements targeted young women in the workforce as well as women taking time out for a hot drink while shopping. Figure 4. “Tea Is Served Here.” Tea Council of Australia. Coll. of Andy Mac. Photo: Andy Mac. White Wings Bake-off The cookery competition known as the White Wings Bake-Off was a significant event for many housewives during this period, and the Tea Council capitalised on it. Run by the Australian Dairy Board and White Wings, a popular Australian flour milling company, the Bake-Off became a “national institution […] and tangible proof of the great and growing interest in good food and cooking in Australia” (Wilson). Starting in 1963, this competition sought original recipes from home cooks who used White Wings flour and dairy produce. Winners were feted with a gala event, national publicity and generous prizes presented by international food experts and celebrity chefs such as Graham Kerr. Prizes in 1968 were awarded at a banquet at the Southern Cross Hotel and the grand champion won A$4,750 and a Metters’ cooking range. Section winners received A$750 and the stove. In 1968, the average weekly wage in Australia was A$45 and the average weekly spend on food was $3.60, which makes these significant prizes (Talkfinancenet). In a 1963 television advertisement for White Wings, the camera pans across a table laden with cakes and scones. It is accompanied by the jingle, “White Wings is the Bake Off flour—silk sifted, silk sifted” (Jackson Wain, “Bake-Off”). Prominent on the table is a teapot and cup. Fahey noted the close “simpatico” relationship between White Wings and the Tea Council:especially when it came down to […] the White Wings Bake Off [...]. Tea always featured prominently because of the fact that people were still in those days baking once a week [...] having that home baking along side a cup of tea and a teapot was something that both sides were trying to capitalise on. Conclusion Despite these efforts, throughout the 1960s tea consumption continued to fall and coffee to rise. By 1969, the consumption of coffee was over a kilogram per person per annum and tea had fallen to just over two kilograms per person per year (ABS). In 1973, due to internal disputes and a continued decline in tea sales, the Tea Council disbanded. As Australians increasingly associated coffee with glamour, convenience, and gourmet connoisseurship, these trajectories continued until coffee overtook tea in 1979 (Khamis 230) and, by the 1990s, coffee consumption was double that of tea. Australia’s cultural shift from tea drinking to coffee drinking—easily, but too simplistically, explained by post-war migration—is in itself a complex and multi layered transition, but the response and marketing campaign by the Tea Council provides an opportunity to investigate other factors at play during this time of change. Fahey sums the situation up appropriately and I will conclude with his remarks: “Advertising is never going to change the world. It can certainly persuade a market place or a large percentage of a market place to do something but one has to take into account there were so many other social reasons why people switched over to coffee.” References Adams, Jillian. Barista: A Guide to Espresso Coffee. Frenchs Forest NSW: Pearson Education Australia, 2006. -----. “From Instant Coffee to Italian Espresso: How the Cuppa Lost its Way.” Masters Thesis in Oral History and Historical Memory. Melbourne: Monash University, 2009. Advertisement for Bushells Coffee. The Argus 22 Aug. (1945): 11. Australian Bureau of Statistics [ABS]. “4307.0 Apparent Consumption of Tea and Coffee, Australia 1969-1970.” Canberra: Australian Bureau of Statistics, 2000. Australasian Confectioner and Restaurant Journal. “Espresso Comes to Town.” Australian Confectioner and Restaurant Journal Feb. (1956): 61. Bennett, Bill. Interview. 22 Jun. 2007. Bennett, Peter. Interview. 10 Mar. 2010. Broadcasting and Television. “Tea Gains 98% Market Acceptance.” Broadcasting and Television 6 Jun. (1963): 16. -----. “Tea Battles Big Coffee Budgets.” Broadcasting and Television News 14 Oct. (1965): 16. Button, John. “America’s Australia: Instructions for a Generation.” The Monthly Feb. (2007) 28 Mar. 2012 ‹http://www.themonthly.com.au/monthly-essays-john-button-americas-australia-instructions-generation-456›. Canberra Times, The. Advertisement for Nestle Coffee. The Canberra Times 5 Aug. (1949): 2. “Coffee for Americans.” The Argus 20 Apr. (1942): 5.Dalgleish, Rene. “Better Tea and Coffee.” Australian Home Beautiful Jun. (1964): 21–5. Dunstan, Keith. “The Making of a Coffee-olic.” The Australian Gourmet Magazine Sep./Oct. (1969): 5. Fahey, Warren. Interview. 19 Aug. 2010. Howard, Leila. ‘Cooking with Coffee.” The Australian Women’s Weekly 6 Jul. (1966): 1–15. Jackson Wain. “The Bake-off Flour!” TV Commercial, 30 secs. Australia: Fontana Films for Jackson Wain, 1963. 1 Feb. 2012 ‹www.youtube.com/watch?v=1X50sCwbUnw›. -----. “Tea Council of Australia.” TV commercials, 30 secs. National Film and Sound Archive, 1964–1966. Khamis, Susie. “ It Only Takes a Jiffy to Make.” Food Culture and Society 12.2 (2009): 218–33. McMullen, G. F. The Tea Council of Australia Annual Report. Sydney, 1969. National Archives of Australia [NAA]. Agency Notes CP629/1. “History of the Tea Control and Tea Importation Board, January 1942–December 1956.” -----. Series MP5/45 a. Minutes of the Tea Control Board. 17 Aug. 1942. -----. Series MP5/45 b. Minutes of the Tea Control Board. 29 May 1947. Repin, J. D., and H. Dressler. “The Story of Coffee.” Australian Gourmet Magazine 1.1 (1966): 36–40. Talkfinance.net. “Cost of Living: Today vs. 1960.” 1 May 2012 ‹http://www.talkfinance.net/f32/cost-living-today-vs-1960-a-3941› Tea Council of Australia. Annual Reports Tea Council of Australia 1964–1973. ----- Advertisement. The Australian Women’s Weekly 3 Jul. (1968): 22.“Untitled.” The Argus 20 Apr. (1942): 5. Wilson, Trevor. The Best of the Bake-Off. Sydney: Ure Smith, 1969.“Yanks and Aussies Differ on ‘Eats’.” The Argus 4 Jul. (1942): 8.

The brand, by definition, promises the experience of the scan. A quick glance at the exterior (i.e. brand name/image) presumably conveys a host of brand attributes to the shopper. This scanning experience is particularly intriguing when it comes to colour trademarks, for it presumes that the sight of a colour brings individuals to the same set of associations—that purple connotes Cadbury chocolate, for instance, while pink signifies Owens Corning Fiberglass insulation and orange suggests Orange Personal Communications. But there is a complexity to both colour trademarks and this scanning ‘experience’ that demands a closer look; this paper probes the logic of the ‘colour scan’, as well as its significance. Sketching out 1) how the legal ownership of colour alone or colour per se corresponds to and idealises practices of scanning, and 2) how colour trademarks are positioned (in legal and marketing literature) as a means of dealing with information overload, the paper then addresses how the granting of colour marks by the trademark office/courts creates various difficulties—both for competing brands and for colour communication itself. Most problematic about the ‘brand’ colour scan is that it runs counter to the very nature of colour, which bursts free of constraints with its infinite potential to signify. I Granting legal ownership to colour corresponds to and idealises practices of scanning One great thing about colour, argues Martin Lindstrom in his newly published marketing book Brand Sense (2005) is that it contributes to the ‘smashability’ of a brand. Successful brands can be ‘smashed’ like a glass bottle of Coca-Cola and consumers would still recognise the brand from its pieces. Logically, then, marketers should place a ‘signature’ colour at the center of all branding efforts. Trademarking this colour is even better, as it secures the hue as a distinct part of a particular brand’s sensory experience (119). More to the point, it prevents competitors from using the trademarked colour—or any confusingly similar shade—to promote their products. Of course, marketers have long recognised this fact, and the history of the U.S. is dappled with attempts to ‘own’ a colour. Examples range from Leschen & Sons Rope Company’s claim to ‘blue’ woven into wire rope in 1906 and Campbell Soup’s quest to monopolise red and white for soup labels in 1949, to Life Savers’ desire for certain candy wrapper colours in 1950 and Kraft’s application for royal blue on silver solely for its Klondike bars in 1986. In 1990, NutraSweet Co. even sought rights to the spectrum of blue for its sweetener, arguing that “the accepted market understanding is that pastel blue means ‘Equal,’ pink means ‘Sweet ‘N Low’ and yellow means ‘Sugar Twin’” (Kearns, 355ff). All of these requests demonstrate that colour fits the demands of the glance—it is scanworthy—an understanding the U.S. Supreme Court ultimately supported in 1995 in Qualitex Co. v. Jacobson Products Co. when it ruled that colour per se could in fact constitute a legal trademark. Some analysts see a “trademark disaster” looming in colour ownership (Overcamp); its trademarking certainly provides a vivid example of what Carol Rose deems the “propertisation” of seemingly “un-ownable resources” (Rose, 94). But disaster and propertisation aside, colour trademarks suggest the idealised object d’scan; purple, for instance, provides an instant sensory strike, but if the logic of colour trademarks works, purple also connotes a host of very specific meanings. Within the world of confectionaries in the UK, purple means not simply chocolate but chocolate by Cadbury Limited. This is an important point, since the function of a trademark is not merely to distinguish products from one another but also to indicate the source or origin of a product. As such, purple simultaneously embodies both definitions of scan—both the “quick glance” and the “measured study”—because the exteriority of purple (so we are to understand) immediately gives way to the interiority of the brand. Purple’s exteriority singularly connotes the “taste, smoothness and snap characteristic of Cadbury chocolate” in the confectionary sector (Cadbury). Perhaps this is not too much to ask of colour. After all, the Latin colorem “is related to celare, to hide or conceal; in Middle English ‘to colour’ is to embellish or adorn” as well as “to disguise” (Batchelor 52). Perhaps purple really does conceal the ‘source’ of Cadbury Limited, the fact that a certain product in the UK confectionary sector originates with Cadbury. But perhaps (as will be discussed) it conceals something more… II Colour trademarks are positioned as means of dealing with information overload Practices of scanning, suggest the editors of this issue, stem from “the increased number of things to consider and the reduced amount of time to consider them”. Despite the fact that they are not designed to do so1, colour trademarks shine as a golden solution to this problem of information overload, as well as to a variety of other marketing challenges. Observing colour takes no time, it makes consideration easy and it transcends borders, cultures, and language barriers. Colour naturally draws attention. So, if we’re dealing with a saturated marketplace characterised by information overload, the push for colour trademarks actually works to shift the balance of both the overload and the saturation. Today’s aim is for colour saturation, with brighter, bolder, weirder, and signature hues colonising untapped arenas—as per pink Parkay margarine and blue Heinz fries (which failed), and “Funky Purple” and “Blastin’ Green” Heinz EZ Squirt ketchup (which triumphed). Think, too, of crayoned cell phones, fruit-flavored iMacs, or even Air Canada’s Zip airlines, which coloured the runways in September 2002 with its bold palette of blue, fuchsia, orange and green planes. This push to create a distinct ‘signature’ colour is actually a type of colour overload, with unusual hues being stuffed into ordinary arenas. Ironically, colour is equally used to promise a respite for consumers overwhelmed by a complex environment. Orange Personal Communications, the UK’s largest telecommunications provider, reassures customers with the tagline “The Future’s Bright, The Future’s Orange”—a promise that the company visually demonstrates with its legally trademarked orange (Pantone No. 151) used to market its telephones and all things related to its telecommunication services. III Significance of the colour™ scan The obvious problem with the colour™ scan is that its immediate sensory strike may not take consumers to the ‘deeper’ associations of the brand. Trademarks, observes Celia Lury, are “a way of fixing things” (98) but it is difficult to believe that blue or orange or purple (etc.) can be tacked down so neatly. Does the ordinary consumer really associate turquoise with H.J. Heinz in the category of canned beans? And do consumers make these links even though our world is saturated with colourful experiences and products? Businesses argue that they do and frequently roll out survey data, advertising expenditures, and the paid services of visual ‘experts’ to demonstrate and prove its particular colour ‘rights’ to the trademark office and/or court. In this way, corporate players, supported by the courts, authorise specific colour meanings, and discount others. But perhaps colour isn’t smashable. Even corporately ‘authorised’ colour readings (i.e. those that purportedly ‘scan’ in sync with the brand) encounter difficulties because the semiotics of colour continually evades the quest to pin it down. Regardless of its legal status, a trademark does not actually sequester colour or spontaneously combust a precise brand meaning within individuals. Orange Personal Communications may own the rights to Pantone No. 151 (orange) in the UK, but this has not stopped easyMobile from using a very similar shade of orange to promote its nascent cell phone services. Although Orange began court action against easyMobile over the colour orange on February 18, 2005, the legal ‘solution’ to this infringement is unclear. The problem is that easyMobile is not merely an upstart company, but a subsidiary of easyGroup, well known for its signature orange shellacking its entire discount brand—a brand spanning jet planes, car rentals, internet cafes, movie theatres, cruise lines, male toiletries, and pizza delivery. Thus, the company with the rights to orange for its telecommunications has challenged a company that places orange at the very centre of its brand. What is to be done? Should easyGroup be blocked from using its signature colour for one branch of its operations? If so, wouldn’t this be counter to the very logic of branding? Conversely, what about Orange Communications’ “rights to orange” within the realm of mobile phone services? Aren’t they being infringed? The solution is unclear. And the waters are no less muddied by the fact that the ‘trademarked’ orange in question is Pantone No. 151, while easyGroup uses Pantone No. 023. The numbers, objectively, are different—but what do consumers see? What is the meaning of orange for them? These Pantone numbers, just like advertising expenditures, trademark certifications, and ‘expert’ opinions, remain utterly silent on the question of colour meaning and personal interpretation. And so, we are left with a troubled notion of the scanning of trademarked colours. It’s a practice that promises—but cannot guarantee—a particular meaning and reading within a certain context, one that is perfectly suited to the ‘instant look’ yet might contain a significance far different than the one authored and authorised by a business and the trademark office. While colour is scanworthy, it has multiple meanings and multiple readings; it is subject to recoding and reworking and distortion. That is what makes it colourful. Notes Trademarks recognise distinctiveness within a particular class of goods or services (i.e. Cadbury Ltd. successfully registered purple in the UK for use in the category of chocolate and chocolate confectionary, and a similar mark has been accepted for registration in New Zealand. This does not, of course, give Cadbury Ltd. the exclusive right to purple in unrelated categories, such as sporting goods. Interestingly, Cadbury’s application to register eight different shades of ‘Cadbury purple’ in Australia was unsuccessful.) The author gratefully acknowledges the thoughtful and thorough commentary provided by an anonymous referee. Thank you. Many excellent points were raised which, due to space constraints, were woefully under-addressed in this piece. References Batchelor, D. Chromophobia. London: Reaktion Books, 2000. Cadbury. “History of Chocolate.” 26 June 2005 http://www.cadbury.co.uk/>. Kearns, J. H. “Qualitex Co. v. Jacobson Products Co.: Orange You Sorry the Supreme Court Protected Color?” St. John’s Law Review 70.2 (1996): 337-58. Lindstrom, M. Brand Sense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound. New York: Free Press, 2005. Lury, C. Brands: The Logos of the Global Economy. New York: Routledge, 2004. Overcamp, E. (1995). “The Qualitex Monster: The Color Trademark Disaster.” Journal of Intellectual Property Law 2.2 (1995): 595-620. Rose, C. “Romans, Roads, and Romantic Creators: Traditions of Public Property in the Information Age.” Law and Contemporary Problems 89 (Winter/Spring 2003): 89-110. Cases Qualitex Co. v. Jacobson Products Co., 514 U.S. 159, (1995). Citation reference for this article MLA Style Elliott, Charlene. "Colour™: Law and the Sensory Scan." M/C Journal 8.4 (2005). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0508/06-elliott.php>. APA Style Elliott, C. (Aug. 2005) "Colour™: Law and the Sensory Scan," M/C Journal, 8(4). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0508/06-elliott.php>.

碩士
世新大學
傳播管理學研究所(含碩專班)
99
In Taiwan, the soft drink market has 10 billion output values. In past years, due to people's living standard promotion, the work life step was anxious, increased regarding the coffee demand, the coffee alliance store and gave extra the coffee total output value, in domestic has surpassed above $10 billion NT, therefore coffee product became one of domestic emerging service innovation representatives. in the early time of Taiwan society, the coffee has fills the authority and the luxurious symbol meaning, but because of US's elegant style influence, and Taiwan people's life savored is also comprehensive promotion, so drank coffee was already became a custom, also one kind the symbolic meaning which savored of the self-life, it has different meaning with formerly rich man luxury goods symbol mark. When the coffee formed is one kind of individual self-life manner symbol, the coffee will become popular new commodity. The 7-ELEVEn conscious that the consumer’s coffee demand, rapid promotes the City Caf? since 2004, to create fair price, presently to boil, to give extra, 24 hours service of the brand. It Successful to shape well-known coffee brand, and led the Competitor became the coffee market the first brand, the creation year sold 50 million cups and the year earning surpasses $2 billion NT well achievement. The 7-ELEVEn success to rise, and succeeds makes the brand image in the industry. Why does its behind success manage and sells the secret to relate. This research obtains the City Caf? brand marketing to manage the successful 7 factors is: (1) the brand locates successfully; (2) fair price superiority; (3) express convenience superiority; (4) product high quality superiority; (5) integrated Services marketing dissemination operation superiority; (6) brand popularity superiority; (7) the brand management faith superiority. In addition, this research also induces the City Caf? success the brand marketing construction pattern and City Caf? the brand marketing dissemination operation content project. These findings will bring some inspirations to the brand marketing dissemination's academic application reference and the consumable industrial field's practice development.