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A Crown Court hearing of a charge of applying a false A description under S.2, Trade Descriptions Act, 1968, is given in some detail under Legal Proceedings in this issue of BFJ. It concerns using the word “ham”, ie., the natural leg of a single pig, to various pieces from several pigs, deboned, defatted, “tumbled, massaged and cooked” in a mould shaped to a leg of ham, from which the average purchaser would find it impossible to distinguish. As the defence rightly claimed, this process has been used for at least a couple of decades, and the product forms a sizeable section of the bacon trade. Evidence by prosecution witnesses, experienced shop managers, believed the product to be the genuine “ham”. There is nothing detrimental about the meat, save that it tends to contain an excess of added water, but this applies to many meat products today; or that the manufacturers are setting out to cheat the consumer. What offends is the description given to the product. Manufacture was described in detail—a county trading standards officer inspected the process at the defendant company's Wiltshire factory, witness to the extent of their co‐operation—and was questioned at great length by defending counsel. Specimens of the product were exhibited and the jury were treated to a tasting test—presumably designed to refute prosecution's claim that the meat was of “poor value”. The trial judge said the jury had no doubt been enlightened as to the methods of manufacturing ham. The marketing of the product was also a subject of examination.

The terms are not synonymous; their differences are mainly of function and areas of administration. Community Health is used in national health service law; environmental health to describe the residuum of health functions remaining with local authorities after the first NHS/Local Government reorganization of 1974. Previously, they were all embraced in the term public health, known for a century or more, with little attention to divisions and in the field of administration, all local authority between county and district councils. In the dichotomy created by the reorganization, the personal health services, including the ambulance service, may have dove‐tailed into the national health service, but for the remaining functions, there was a situation of unreality, which has persisted. It is difficult to know where community health and environmental health begin and end. From the outside, the unreality may be more apparent than real. The Royal Commission on the NHS in their Report of last year state that leaving environmental health services with local authorities “does not seem to have caused any problems”—and this, despite the disparity in status of the area health authority and the bottom tier, local councils.

Discusses the use of OCLC MICROCON conversion program as an inexpensive way to implement reclassification and retrospective conversion to improve OCLC participation. Describes the two‐stage reclassification process and the use of SuperKey strokes for function key definition.

A group of African and Caribbean people decided to tell mental health workers and others in east London about their struggles to achieve mental health. They wanted to show that black people with mental health problems are individuals, with different histories and different talents. They wanted to show that it is possible for African and Caribbean service users to rebuild their lives after a mental health crisis and even after years in and out of hospital. In this article, Zhenreenah Muhxinga describes how they produced a book of stories to challenge the familiar assumption that recovery is not an option for black people.

A ‘World Wide Web search engine’ is defined as a retrieval service, consisting of a database (or databases) describing mainly resources available on the World Wide Web (WWW), search software and a user interface also available via WWW. After intro ducing early Internet search engines, which are pertinent as precursors for the current range of WWW search engines, the problems of searching the WWW (link persistence, lack of integrated search software) and the resulting search engine types (keyword or directory) are analysed. Search engines of all types are then compared across their generic features (database content, retrieval software, and search interface), rather than on a search engine by search engine basis. Finally, wider information access issues aris ing from the nature of the Internet and web search engines are considered, and a general strategy for using web search engines is proposed.

In the last number certain general statements were made concerning the history, nature and production of lager beer as distinguished from the top fermentation ale which is the chief brew of this country. It may be useful to refer to the trade in Germany and some other countries. In Germany the export of beer is, as might be anticipated, considerable. The German export figures refer to (i) beer which has been exported in vessels of 15 litre capacity and over and (ii) beer exported in vessels of a smaller capacity. In the latter category we may include bottled beer though it is not specifically referred to as such. It is also safe to assume that all the beer exported is of lager type. There has been a steady decline in exports of both kinds of beer (i) and (ii). Thus in 1931 the exports of the first kind of beer which is obviously barrelled beer amounted to 189 thousand hectolitres in round figures or over four million gallons. The corresponding figures for 1932 and 1933 being three million and two‐and‐a‐half million gallons. The market for this beer is almost entirely the European market—Belgium, Holland and Switzerland are the chief buyers followed by France and Great Britain. Belgium, Holland and Switzerland take between them from 55 to 60 per cent. of this beer at the present time. The markets of Egypt, Palestine and Tunis about three per cent., British India and the Dutch East Indies a still smaller proportion. The beer that is exported in containers having a smaller capacity than 15 litres shows a heavy and continuous fall from about 8½ million gallons in 1930 to about 2½ million gallons in 1932. With regard to the chief markets for this kind of beer the African and Asiatic markets are by far the most important. The former include the Belgian Congo, British West Africa and Egypt in order of importance. They still retain their relative importance, but the falling off has been very great during the last three or four years. Thus in 1931 the imports into Egypt were about 315 thousand gallons. In 1932, 132 thousand, in 1933, 52 thousand. The corresponding figures for the Belgian Congo are in round figures 790 thousand, 423 thousand and 332 thousand. For British West Africa 649 thousand, 292 thousand and 190 thousand. The figures for these three markets form about 25 per cent. of the total exports. Nor are the figures for the Asiatic markets more encouraging. We need only consider the figures for the two chief markets, the Dutch East Indies and British India. The exports to the Dutch possessions in 1931 amounted to 1,540 thousand gallons, in 1932 they were 799 thousand, and in 1933, 439 thousand gallons. The corresponding figures for British India were 656 thousand, 486 thousand, and 357 thousand gallons. During these three years the Dutch East Indies and British India have between them absorbed 35 per cent. of the total exports.—It may also be remarked that the declared value of the beer exported in 15 litres vessels and those of more than 15 litres capacity appears to be somewhat less than half that of the beer exported in the smaller containers. This might have been expected, but the decline in the exports of the more costly item, which is much greater in proportion than is the case with the cheaper kind, makes the matter more serious for the German export trade. The chief reasons for this would seem to be the adverse rate of exchange and in the Far Eastern markets the competition of Japan. Much of the beer intended for the markets in tropical or semi‐tropical lands is specially brewed for the purpose. This naturally adds to the prime cost and we understand that some at least of the great German brewing firms have actually been working at a loss in their efforts to retain the Eastern markets that up to recent times have taken a large proportion of the German bottled “lager” exports. It may be of significance in this connection that the imports of this kind of beer into Japan would seem to have ceased. The trade in cask “lager,” a cheaper beer—inasmuch as it does not require the special preparation demanded by the other—sent for the most part to nearby markets has not suffered so severely. The brewing of lager beer would seem to have been started in Japan in about the year 1870 by an American named Copeland. The industry once started made fairly rapid progress and at the present time the value of the output is about 8 million pounds sterling. The average for the years 1927 to 1930 inclusive being about 8½ million pounds. This is only about one‐fifth of the value of all alcoholic liquors manufactured in Japan. The chief liquor is sake and this accounts for 70 per cent. of the total, the third item being distilled spirits. A considerable proportion of the beer, about 48 per cent., is exported from “Japan proper” to the Far Eastern markets, namely China, Kwantung, Hong Kong, Siam, the Straits Settlements and the Dutch Indies. Of these markets Kwantung and China in the order named are the most important, Kwantung taking 820 thousand gallons in 1932, and China about 670 thousand gallons. Hong Kong takes about 64 thousand gallons. The market is extending. During the war a favourable opportunity occurred to send this beer to British India. The amount sent to British India declined after the war, but a market for Japanese lager would appear to have been established and to be steadily increasing in importance. In 1932 rather over 400 thousand gallons were sent to British India. It is hardly to be expected that Japanese enterprise has ended with the establishing of Indian and Far Eastern markets for their beer. As everyone knows they are very able salesmen. Their methods of manufacture are efficient; and they have an admirable and subsidised merchant marine. We have not the least wish to be in any way “alarmists,” but we desire to point out both to British, German and Dutch brewers the serious import of the figures we have quoted. Germany, the original centre of the lager beer industry, Holland, which has, with Germany, gained a reputation second to none for the excellence of their “lager,” our own brewers of “lager” in this country are all equally menaced by the rapid growth of the industry in Japan and its steady and persistent entry into markets which have long been exclusively and satisfactorily served by the brewers of these three countries. How this threat of the possible decline of the old established markets in Asia and in Africa is to be met is, in detail at least, a matter for the English and European firms, who are affected, to decide. We should however, like to point out that while it may be that no one with a knowledge of the facts of the case would question the excellence of the English and European lager beers the “man in the street”—that is to say the ordinary consumer—has no authentic knowledge to rely upon, and he is the ultimate court of appeal. Price counts with him a great deal and he accepts what he is told as to quality. If he finds that a lager beer is not up to his expectations the fact will damage the whole trade “from China to Peru.” If on the other hand he is supplied with unquestionable and authoritative evidence that the lager beer he drinks is all that it should be and claims to be then the case is put on an altogether different footing. The present would seem to be a not altogether unfavourable time to endeavour to develop the English and European trade by methods of sound scientific salesmanship which must necessarily embrace something stronger, as evidence of quality, than the mere asseverations of the producer. The return of the world to more normal economic conditions can only be a matter of time and in spite of the somewhat gloomy trade prospects at present prevailing the beginning of better times should see producers ready and prepared to take full advantage of them.

This article charts the major structural changes that have occurred in both UK brewing and pub retailing during the period 1989–2000. A key theme has been the rapid consolidation of the brewing sector in an attempt to achieve economies of scale in production, distribution and marketing. The dominance of the national brewers has allowed them to place increased product emphasis on marketing and me power of brands — particularly lager, me national breweries control all me major lager brands. In tandem with these brewers, me growth and dominance of me national pub chains has garnered apace over the past ten years and in order to maximise profit margins they have established supply arrangements with me national brewers; it has been in the interests of these chains to limit choice thereby maximising the discounts received from their suppliers. The article therefore shows that regional and local brewers cannot compete on price. Competition between pubs is also highlighted. Because beer prices are relatively inelastic, emphasis is placed on the level of amenities provided in pubs, and in particular the branding of pub outlets. Key among these amenities is the provision of food, which now accounts for a substantial percentage of total pub sales.

Projects that personality is an important determinant of consumption of beer and cider along with age, sex and social class. Identifies an extensive programme of personality research in this study, and goes on to complete a study of 18‐21 year old males to test predictions, based on Eysenck's theory and this is based in England and compared to most other countries with regard to nationalism and cultures. Concludes that the highest consuming group is 18‐24 year olds, which has a per capita consumption 2.7 times higher than the lowest group ‐ the over‐50's. Suggests that the results herein show the study of personality is likely to be of great importance in understanding individual differences in patterns of drinks market consumption.

Lager beer is a bottom fermentation beer which is characterised by having in general a low alcohol content and a high proportion of extractive matters in comparison with the top fermentation beer that is still, by far, the main brew of this country. It may be pointed out that in the top fermentation process the variety of yeast which is used rises to the top of the liquid in the fermentation vat. In the bottom process the yeast sinks to the bottom, and fermentation takes place at a lower temperature. Lager has been described, among other things, as “liquid food” as an aperitif; as a non‐intoxicant. It would therefore seem to possess a rare combination of good qualities. While we submit that excessive praise may be sometimes almost as effective as an agent of damnation as faint praise, there is no doubt that genuine lager beer is a thoroughly wholesome drink.

This paper seeks to analyse Foster's Lager advertising since the early 1980s. In particular, it aims to focus on the Foster's Lager “I Believe” integrated marketing communications (IMC) campaign launched in 2000 and the use of “commercial nationalism”.

A close textual analysis consisting of semiotics, shot combination analysis, and content analysis is incorporated into the discussion of the Foster's Lager advertisements examined. These methodologies are helpful for deconstructing mediated representations of this iconic beer brand.

Nationalism and humour have both played an important part in Foster's Lager advertising campaigns. However, campaigns in more recent times have become more sophisticated and ironic. In examining a number of significant advertising campaigns for Australia's flagship beer, the transition from national to global beer brand can be documented. Since 1888 the brand name Foster's has evolved from being just one of a number of beer brands in Australia to the international flagship product of the global beverage giant, and fourth largest brewing company in the world, Foster's Group Limited.

In particular, the Foster's Lager “I Believe” campaign was an excellent example of the witty use of nationalism and patriotism to communicate a message.

Examining how the Foster's Lager brand evolved into a global brand provides lessons for marketers and educators, particularly in the effective use of commercial nationalism.

The paper brings a detailed analysis of the successful use of commercial nationalism.