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The body has constant need for energy in much the same way as any piece of complicated machinery and yet the process of providing this energy in the form of food involves far more than the mere ingestion of calories. Most of us appreciate that we can derive great pleasure from eating and drinking those things which we like and that, equally, however nutritious we know them to be (or are informed of the fact on the label) we quickly lose interest or indeed entirely reject those food products which are not pleasing or do not stimulate the appetite. In other words, given a free choice we are generally discriminative and select those foods and drinks which give us most pleasure. However, we must also recognise that the majority of us try to live our lives with the least effort and as discrimination involves effort it is not surprising that a large majority of consumers approach the selection and appreciation of food at best subconsciously or even, with the ever increasing pressures of today, unconsciously.

In nature the siting of the organs responsible for picking up odours is very variable. In vertebrate animals such as man, the forward part of the head, usually just above the mouth is the invariable site. In the invertebrates this is far from the case. In the insects, odours are sensed by the antennae or feelers which project forward from the head. In the various worms the sensory cells are sited in pits on the side of the head and in flies they are even found on the feet. In each case, however, nature has contrived to locate these sensory organs in the most appropriate place where they can provide the maximum of information. Basically, in man the receptor area for smell is an off‐shoot of the respiratory system. (Fig. 1) A smell, odour, aroma — call it what you will — consists essentially of particles of gas and vapour and, as such, one cannot be aware of its presence until some of it enters the nasal cavity either via the nose, or, alternatively, by the back of the mouth.

Aarhus Kommunes Biblioteker (Teknisk Bibliotek), Ingerslevs Plads 7, Aarhus, Denmark. Representative: V. NEDERGAARD PEDERSEN (Librarian).

BOURNEMOUTH lies in one of the most beautiful parts of South‐west England; and all the world knows how this region has been immortalised by Thomas Hardy, who by his romances and poems has introduced to the public of England and America the ancient land of Wessex.

This paper explores the creation of a global protocol on ethics in public relations. It begins by looking into the global ethical debate. It examines existing codes of ethics of a selection of public relations institutes and associations around the world, provides comparative analysis of these codes and discusses the pros and cons of their enforcement. It suggests that the immediate way forward in a highly litigious world is to provide some values‐based guidance to member associations together with access to an evolving database of case studies illustrating ethical problems. In the medium term more effective sanctions may be possible.

This study examines gestures, themes, message copy points and imagery, and strategy motives reflected in corporate advertising appearing in the China Times and United Daily News, two leading newspapers, in the month following the devastating Chin‐Chin earthquake in Taiwan in September 1999. The study identified four possible corporate strategy motives in post‐crisis corporate communications: social responsibility, communal relationship building, enlightened self‐interest and impression management. A content analysis of adverts (n=100) suggested communal relationship building drove corporate advertising endeavours. Corporate philanthropy was the most common gesture described in the adverts, and the most frequent themes and message components focused on the restoration of society. No significant differences were found between companies headquartered in Taiwan versus elsewhere, or between companies headquartered in Asia versus the West. Implications for examining crisis communications and underlying motives behind public relations communications are discussed.

The paper criticises the dominant paradigm of public relations theory for lack of interest in discursive and rhetorical dimensions of public relations. An alternative theoretical approach to public relations is identified that does treat discursive and rhetorical dimensions of public relations, but it is indicated that at present it has not been sufficiently integrated into dominant public relations theory. The paper explores the points of convergence between rhetoric and public relations. The narrow and broad conceptions of rhetoric are presented, the first characterising rhetoric with persuasive and argumentative discourse, the second with different types of discourse. It is suggested that elements of the broad conception of rhetoric could provide heuristics for analysing public relations techniques as “genre repertoire” of public relations discourse. In the second part, an enquiry into the narrow conception of rhetoric as persuasive and argumentative discourse is made. Positivistic understanding of “truth” and “objectivity” as normative criteria of public relations discourse is criticised on the basis of the so‐called “rhetoric as epistemic” view. It is argued that in corporate discourse, especially in situations of confrontation with active publics, key managerial decisions have to be justified in argumentation. In the last part of the paper, Toulmin’s model of argumentation is suggested as especially suitable for analysis of the argumentative nature of corporate discourse.

A collection of essays by a social economist seeking to balance economics as a science of means with the values deemed necessary to man′s finding the good life and society enduring as a civilized instrumentality. Looks for authority to great men of the past and to today′s moral philosopher: man is an ethical animal. The 13 essays are: 1. Evolutionary Economics: The End of It All? which challenges the view that Darwinism destroyed belief in a universe of purpose and design; 2. Schmoller′s Political Economy: Its Psychic, Moral and Legal Foundations, which centres on the belief that time‐honoured ethical values prevail in an economy formed by ties of common sentiment, ideas, customs and laws; 3. Adam Smith by Gustav von Schmoller – Schmoller rejects Smith′s natural law and sees him as simply spreading the message of Calvinism; 4. Pierre‐Joseph Proudhon, Socialist – Karl Marx, Communist: A Comparison; 5. Marxism and the Instauration of Man, which raises the question for Marx: is the flowering of the new man in Communist society the ultimate end to the dialectical movement of history?; 6. Ethical Progress and Economic Growth in Western Civilization; 7. Ethical Principles in American Society: An Appraisal; 8. The Ugent Need for a Consensus on Moral Values, which focuses on the real dangers inherent in there being no consensus on moral values; 9. Human Resources and the Good Society – man is not to be treated as an economic resource; man′s moral and material wellbeing is the goal; 10. The Social Economist on the Modern Dilemma: Ethical Dwarfs and Nuclear Giants, which argues that it is imperative to distinguish good from evil and to act accordingly: existentialism, situation ethics and evolutionary ethics savour of nihilism; 11. Ethical Principles: The Economist′s Quandary, which is the difficulty of balancing the claims of disinterested science and of the urge to better the human condition; 12. The Role of Government in the Advancement of Cultural Values, which discusses censorship and the funding of art against the background of the US Helms Amendment; 13. Man at the Crossroads draws earlier themes together; the author makes the case for rejecting determinism and the “operant conditioning” of the Skinner school in favour of the moral progress of autonomous man through adherence to traditional ethical values.

It has often been said that a great part of the strength of Aslib lies in the fact that it brings together those whose experience has been gained in many widely differing fields but who have a common interest in the means by which information may be collected and disseminated to the greatest advantage. Lists of its members have, therefore, a more than ordinary value since they present, in miniature, a cross‐section of institutions and individuals who share this special interest.

To present the view that harm arising from aggressive marketing and sales of health-related products and services (including dangerous and defective ones) in order to maximize profits should be a cause of concern for public health academics and practitioners.

The discussion is conducted using biomedical ethics principles and supported using various real-world examples.

Harm arising from aggressive marketing and sales of health-related products and services (including dangerous and defective ones) in order to maximize profits should be a cause of concern for public health academics and practitioners. In the area of products, the most obvious would be tobacco products. In the case of pharmaceutical drugs, it would include overuse or inappropriate use because of aggressive marketing. It would also include harm caused by the continued promotion and sale of a drug in the face of evidence that it has significant negative side effects. Brody and Light’s “Inverse Benefit Law,” that is, the benefit-to-harm ratio of drugs tends to vary inversely with how aggressively drugs are marketed is discussed. Harm is also evident in health-related services, for example, misuse of ultrasonography for sex-selective abortion. This chapter will discuss how the risk of harm is increased because of questionable marketing strategies used by drug companies.

One limitation is that no attempt to quantify the harm done (e.g., through economic evaluation techniques) is carried out.

This chapter presents the view that much more attention should be paid to this aspect of medicalization as a public health threat.