In this title, unwrap the life of talented Gatorade inventor, Robert Cade! Readers will enjoy getting the scoop on this Food Dude, beginning with his childhood in San Antonio, Texas. Students can follow Cade's success story from his education at the University of Texas to his career in the U.S. Navy and with the University of Florida Gators football team. Cade's family and his retirement years are also highlighted. Engaging text familiarizes readers with topics of interest including the first Gatorade shower and the Gatorade Sports Science Institute. An entertaining sidebar, a helpful timeline, a glossary, and an index, supplement the historical and color photos showcased in this inspiring biography. Aligned to Common Core Standards and correlated to state standards. Checkerboard Library is an imprint of Abdo Publishing, a division of ABDO.
Gatorade invented the sports drink 40 years ago, and it has been first in the marketplace (by a long shot) ever since. But itâ¬"s more than just a thirst quencher and a dominant brand. First in Thirst is the story of a phenomenon that grew from the practice fields of college football into a true icon of the way we play, watch, and experience sports⬔from the Pee Wees to the pros. Published to coincide with the 40th anniversary of Gatoradeâ¬"s invention, First in Thirst is equally a sports story, from its invention and testing with the University of Florida Gators to the â¬Sgatorade bath⬠and its near-universal appeal to athletes, coaches and sports fans everywhere.
James "Jim" Davis piloted a B-24, as part of the 8th Air Force, on nearly thirty missions in the European Theatre during World War II. He flew support missions for Operations Cobra and Market Garden and numerous bombing missions over occupied Europe in the summer and fall of 1944, attacking enemy airfields, airplane factories, railroad marshalling yards, ship yards, oil refineries, and chemical plants. While he and his crew survived without serious injuries, they witnessed the destruction of many of their friends' planes and experienced serious damage to their own plane on several occasions.
The 20 individuals presented in this book have gathered remarkable collections from the whimsical to the conceptual, from items already widely appreciated to the unconventional and beyond. The color photos present the collectors themselves surrounded by their favorite things. The interviews draw out the stories behind these remarkable collectors. They reveal the collectors capacity to derive emotional or intellectual stimulation from objects, their desire not merely to see but to own, their methods for unearthing items both wondrous and rare, and their willingness to allocate time and resources to the elusive goal of completeness.
An engrossing examination of the science behind the little-known world of sleep. Like many of us, journalist David K. Randall never gave sleep much thought. That is, until he began sleepwalking. One midnight crash into a hallway wall sent him on an investigation into the strange science of sleep. In Dreamland, Randall explores the research that is investigating those dark hours that make up nearly a third of our lives. Taking readers from military battlefields to children’s bedrooms, Dreamland shows that sleep isn't as simple as it seems. Why did the results of one sleep study change the bookmakers’ odds for certain Monday Night Football games? Do women sleep differently than men? And if you happen to kill someone while you are sleepwalking, does that count as murder? This book is a tour of the often odd, sometimes disturbing, and always fascinating things that go on in the peculiar world of sleep. You’ll never look at your pillow the same way again.
Eating junk food and fast food is a great all-American passion. American kids and grownups love their candy bars, Big Macs and supersized fries, Doritos, Twinkies, and Good Humor ice cream bars. The disastrous health effects from the enormous appetite for these processed fat- and sugar-loaded foods are well publicized now. This was particularly dramatically evidenced by Super Size Me (2004), filmmaker Morgan Spurlock's 30-day all-McDonald's diet in which his liver suffered the same poisoning as if he had been on an extended alcohol binge. Through increased globalization, American popular food culture is being increasingly emulated elsewhere in the world, such as China, with the potential for similar disastrous consequences. This A-to-Z reference is the first to focus on the junk food and fast food phenomena from a multitude of angles in addition to health and diet concerns. More than 250 essay entries objectively explore the scope of the topics to illuminate the American way through products, corporations and entrepreneurs, social history, popular culture, organizations, issues, politics, commercialism and consumerism, and much more. Interest in these topics is high. This informative and fascinating work, with entries on current controversies such as mad cow disease and factory farming, the food pyramid, movie tie-ins, and marketing to children, will be highly useful for reports, research, and browsing. It takes readers behind the scenes, examining the significance of such things as uniforms, training, packaging, and franchising. Readers of every age will also enjoy the nostalgia factor, learning about the background of iconic drive-ins, the story behind the mascots, facts about their favorite candy bar, and collectables. Each entry ends with suggested reading. Besides an introduction, a timeline, glossary, bibliography, resource guide, and photos enhance the text. Sample entries: A&W Root Beer; Advertising; Automobiles; Ben & Jerry's; Burger King; Carhops; Center for Science in the Public Interest; Christmas; Cola Wars; Employment; Fair Food; Fast Food Nation; Hershey, Milton; Hollywood; Injury; Krispy Kreme; Lobbying; Nabisco; Obesity; PepsiCo; Salt; Soda Fountain; Teen Hangouts; Vegetarianism; White Castle; Yum! Brands, Inc.
Launch! Advertising and Promotion is written for advertising and promotion courses taught to students in the business school and journalism & mass communication students. This textbook is the first of its kind to teach advertising concepts by reverse engineering a real advertising campaign from beginning to end. In April 2007, SS+K, an innovative New York City communications agency, launched the first ever branding campaign for msnbc.com with the tag "A Fuller Spectrum of News." Launch! follows that campaign from initial agency pitch through roll-out of print and media assets to post-campaign analysis. Throughout, it exposes readers to the theory and concepts of advertising and promotion, and the personalities and decisions that drove this campaign. The book takes a rare look "behind the curtain" - even letting you see some of the paths not chosen by the agency and client. Students get a realistic sense of how theory plays out in practice, and get a flavor for the exciting field of advertising and promotion. And, they consistently learn the perspectives of both the advertising agency (where many journalism and communications students will work) and the client (where many marketing majors will work). This is a unique book, with a unique perspective, by a unique author team, and you won't find this kind of insight in any other text on the market. We think you're going to love it! This textbook has been used in classes at: Ball State University, Emerson College, Florida Institute of Technology, Grand Valley State University, Johnson County Community College, Manchester Business School, McLennan Community College, Michigan State University, North Hennepin Community College, Pierce College, Rochester Institute of Technology, Saint Louis University, Salem State College, South Dakota State University, Texas State University, Texas Tech University, University of New Hampshire, University of North Carolina, University of Notre Dame, University of South Florida, Virginia Tech, Western Kentucky University.
“Drink as much as you can, even before you feel thirsty." That's been the mantra to athletes and coaches for the past three decades, and bottled water and sports drinks have flourished into billion-dollar industries in the same short time. The problem is that an overhydrated athlete is at a performance disadvantage and at risk of exercise-associated hyponatremia (EAH)--a potentially fatal condition. Dr. Tim Noakes takes you inside the science of athlete hydration for a fascinating look at the human body’s need for water and how it uses the liquids it ingests. He also chronicles the shaky research that reported findings contrary to results in nearly all of Noakes’ extensive and since-confirmed studies. In Waterlogged, Noakes sets the record straight, exposing the myths surrounding dehydration and presenting up-to-date hydration guidelines for endurance sport and prolonged training activities. Enough with oversold sports drinks and obsessing over water consumption before, during, and after every workout, he says. Time for the facts—and the prevention of any more needless fatalities.
