It's the e-thing : World of Warcraft meets Coke in China

The increasing sophistication of online computer games – entrancing aesthetics, challenge, and the promise of sociality and community – make them a compelling world for many players, locally and internationally. Games like 'World of Warcraft' provide a complex and satisfying universe where mythically imbued narratives, rules and mores provide a context for players to take on heroic or playful roles. Players can explore identities, create friendships and relationships, and establish a complete and separate space where trust and danger coexist, in ways experienced as both fantastic and safe. Yet such worlds are not value free, nor separated from ‘real’ life. Ideologies implicit in the game (through its narrative roles and architecture, mythic references and occasions for decision making and action) prestructure choices about character building, orientations and allegiances amongst players, and drive towards particular sets of values and moralities. These features, plus the huge numbers of players worldwide, mean that massively multiplayer online role-playing games (MMORPGs) provide a seductive but largely untapped market to the advertising industry. What is happening with convergences of this kind? And what do they mean for young players of computer games, particularly massively multiplayer and other online games, where communal play, distributed knowledge networks, and relationships, establish strong bonds and allegiances within the game, with cross-overs between on and offline values, identities and community.

Stop telling me stories (she said)

I remember when I was young, an advertising billboard poster proudly proclaimed: Coke Adds Life. An anti-advertising group were always at the ready to delete a D and graffiti a cross over the F to create the more believable slogan: Coke Ads Lie. Take the ‘f’ out of Life and we are left with a lie. This ad-busting was not only a reminder that Coke ads lie, but that all advertisements lie.

Effect of different protocols of caffeine intake on metabolism and endurance performance

Competitive athletes completed two studies of 2-h steady-state (SS) cycling at 70% peak O2 uptake followed by 7 kJ/kg time trial (TT) with carbohydrate (CHO) intake before (2 g/kg) and during (6% CHO drink) exercise. In Study A, 12 subjects received either 6 mg/kg caffeine 1 h preexercise (Precaf), 6 × 1 mg/kg caffeine every 20 min throughout SS (Durcaf), 2 × 5 ml/kg Coca-Cola between 100 and 120 min SS and during TT (Coke), or placebo. Improvements in TT were as follows: Precaf, 3.4% (0.2-6.5%, 95% confidence interval); Durcaf, 3.1% (-0.1-6.5%); and Coke, 3.1% (-0.2-6.2%). In Study B, eight subjects received 3 × 5 ml/kg of different cola drinks during the last 40 min of SS and TT: decaffeinated, 6% CHO (control); caffeinated, 6% CHO; decaffeinated, 11% CHO; and caffeinated, 11% CHO (Coke). Coke enhanced TT by 3.3% (0.8-5.9%), with all trials showing 2.2% TT enhancement (0.5-3.8%; P < 0.05) due to caffeine. Overall, 1) 6 mg/kg caffeine enhanced TT performance independent of timing of intake and 2) replacing sports drink with Coca-Cola during the latter stages of exercise was equally effective in enhancing endurance performance, primarily due to low intake of caffeine (∼1.5 mg/kg).