Effective Presentations = Эффективные презентации. Практикум

Frank M. Robinson, is credited with naming the beverage ″Coca Cola″ as well as designing the trademarked, distinct script, still used today.

Did you know? The first servings of Coca Cola were sold for 5 cents per glass. During the first year, sales averaged a modest nine servings per day in Atlanta. Today, daily servings of Coca Cola beverages are estimated at 1.9 billion globally.

Prior to his death in 1888, just two years after creating what was to become the world’s № 1-selling sparkling beverage, Dr. Pemberton sold portions of his business to various parties, with the majority of the interest sold to Atlanta businessman, Asa G. Candler. Under Mr. Candler’s leadership, distribution of Coca Cola expanded to soda fountains beyondAtlanta. In 1894, impressed by the growing demand for Coca Cola and the desire to make the beverage portable, Joseph Biedenharn installed bottling machinery in the rear of his Mississippi soda fountain, becoming the first to put Coca Cola in bottles. Large scale bottling was made possible just five years later, when in 1899, three enterprising businessmen in Chattanooga, Tennessee secured exclusive rights to bottle and sell Coca Cola. The three entrepreneurs purchased the bottling rights from Asa Candler for just $1. Benjamin Thomas, Joseph Whitehead and John Lupton developed what became the Coca Cola worldwide bottling system.

Among the biggest challenges for early bottlers, were imitations of the beverage by competitors coupled with a lack of packaging consistency among the 1000 bottling plants at the time. The bottlers agreed that a distinctive beverage needed a standard and distinctive bottle, and in 1916, the bottlers approved the unique contour bottle. The new Coca Cola bottle was so distinctive it could be recognized in the dark and it effectively set the brand apart from competition. The contoured Coca Cola bottle was trademarked in 1977. Over the years, theCoca Colabottlehasbeeninspirationforartistsacrosstheglobe— a sampling of which can be viewed at the World of Coca Cola in Atlanta. Check out a preview of the latest art exhibit.

The first marketing efforts in Coca Cola history were executed through coupons promoting free samples of the beverage. Considered an innovative tactic back in 1887, couponing was followed by newspaper advertising and the distribution of promotional items bearing the Coca Cola script to participating pharmacies.

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Fast forward to the 1970s when Coca Cola’s advertisingstarted to reflect a brand connected with fun, friends and good times. Many fondly remember the 1971 Hilltop Singers performing ″I’d Like to Buy the World a Coke″, or the 1979 ″Have a Coke and a Smile″ commercial featuring a young fan giving Pittsburgh Steeler, ″Mean Joe Greene″, a refreshing bottle of Coca Cola. You can enjoy these and many more advertising campaigns from around the world in the Perfect Pauses Theater at the World of Coca Cola.

Evolution of the Coca-Cola Bottle

The 1980s featured such memorable slogans as ″Coke is It!″, ″Catch the Wave″ and ″Can’t Beat the Feeling″. In 1993, Coca Cola experimented with computer animation, and the popular ″Always Coca Cola″ campaign was launched in a series of ads featuring animated polar bears. Each animated ad in the ″Always Coca Cola″ series took 12 weeks to produce from beginning to end. The bears were, and still are, a huge hit with consumers because of their embodiment of characteristics like innocence, mischief and fun. Afavorite feature at theWorld of Coca Cola is the ability to have your photo taken with the beloved 7′ tall Coca Cola Polar Bear.

Did you know? One of the most famous advertising slogans in Coca Cola history ″The Pause That Refreshes″ first appeared in the Saturday Evening Post in 1929. The theme of pausing with Coca Cola refreshment is still echoed in today’s marketing.

In 2009, the ″Open Happiness″ campaign was unveiled globally. The central message of ″Open Happiness″ is an invitation to billions around the world to pause, refresh with a Coca Cola, and continue to enjoy one of life’s simple pleasures. The ″Open Happiness″ message was seen in stores, on billboards, in TV spots and printed advertising along with digital and music components — including a single featuring Janelle Monae covering the 1980 song, ″Are You Getting Enough Happiness″? The happiness theme continued with ″Open the Games. Open Happiness″ featured during the 2010 Winter Olympic Games in Vancouver, followed by a 2010 social media extension, ″Expedition206″—aninitiativewherebythreehappinessambassadors travel to 206 countries in 365 days with one mission: determining whatmakespeoplehappy.Theinspirationalyear-longjourneyisbeing

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recorded and communicated via blog posts, tweets, videos and pictures.

Experts have long believed in the connection between happiness and wellness, and Coca Cola is proud to have played a part in happy occasions around the globe. In Atlanta, check out the Coca Cola Theater at the World of Coca Cola and see the magic that goes into every bottle of Coca-Cola.

Coca-Cola Beverages and Products20

For almost 70 years, the only beverage produced and sold by The Coca-ColaCompanywastheflagshipCoca-Cola®inventedinAtlanta in 1886. It wasn’t until 1955 that Coca-Cola beverage offerings started to expand when a bottler in Italy started selling Fanta® Orange. From that point on, the Company began adding a wider variety of beverage selections and portion sizes for consumers. The Coca-Cola Company believes in offering an assortment of beverages for every lifestyle, life stage and life occasion. Today, over 500 beverage brands are sold in more than 200 countries. This amounts to 3,500+ beverages in numerous categories, such as regular, lowand no-calorie sparkling beverages; fruit juices and fruit drinks; bottled water; sports and energy drinks and ready-to-drink teas and coffee.

Did you know? Coca-Cola sells soup in a can! Bistrone is a nourishing meal on the go, available in two flavors in Japan.

VisitorstotheWorldofCoca-ColainAtlantahavetheopportunity to sample over 100 Coca-Cola beverages from around the world in the ever-popular Taste It! beverage lounge. Guests can also try their hand at ″inventing″ new beverages by mixing flavor combinations using the new interactive Coca-Cola Freestyle® fountain dispenser. The touchscreen machine has the capacity to dispense over 100 regular and lowcalorie beverage brands in multiple taste combinations. Take a virtual tour of Taste It now!

More and more people are choosing low-calorie foods and beverages as a way to balance caloric intake with physical activity. The Coca-Cola Company has a successful track-record of product innovation in the low-calorie beverage category, with the introduction

20 About us. Coca-Cola Beverages and Products [Электронный ресурс]. — URL: https://www.worldofcoca-cola.com/about-us/coca-cola-beverages-products/

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ofTab® in 1963 and Diet Coke® in 1982. By 1986, Diet Coke became the world’s top-selling diet cola and continues to uphold that title today. Diet Coke’s success led to the introduction of many flavor extensions, such as Diet Coke with Lemon, Diet Vanilla Coke, Diet Cherry Coke, Diet Coke with Lime and most recently, Diet Coke with Splenda.Recognizingthatsomeconsumerswantano-caloriebeverage with the distinctive taste of the original Coca-Cola brand, Coca-Cola Zero was introduced in 2005. Created to appeal to young adults, the launch of Coca-Cola Zero was one of the most successful launches in The Coca-Cola Company’s history. The beverage is now available in more than 140 countries.

Ofcourse,itallstartedwiththeoriginalCoca-Colabrandbeverage in 1886. Since that time, there has been much speculation and rumor about what exactly is contained in the Secret Formula of the world’s best known beverage. At the World of Coca-Cola, you can feel closer than ever before to Coca-Cola’s most closely guarded trade secret and learn about the intrigue behind the secret formula in our new Vault of the Secret Formula experience at the World of Coca-Cola.

Coca-Cola remains committed to paying attention to consumers’ changing needs as well as cultural diversity in what people like to drink and how they drink it. That commitment is evident in initiatives from a group dedicated to identifying emerging brands to innovation in packaging and recycling programs.

Did you know? Before it goes to market, each Coca-Cola product undergoes nearly 450 different tests to ensure that ingredient and packaging quality meets Company standards.

Among the newest choices for consumers is the mini can. At 7.5 ounces and only 90 calories, it is a refreshing alternative for consumers who are conscious of portion and calorie control. Another new choice is Sprite® Green, the first naturally sweetened, reduced calorie sparkling beverage in the U.S. made with TRUVIA® natural sweetener. Each 8.5-ounce serving has 50 calories and 5 % lemon juice.Lastly,inordertohelpconsumersmakemoreinformeddecisions about their beverage selections, The Coca-Cola Company has added calorie information to the front of product packaging.

The Coca-Cola Company cares about the health of consumers as well as the health of the planet.As part of a quest to make every plastic bottle100%renewableandrecyclable,thePlantBottlewasintroduced

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in2009.PlantBottlepackagingisaredesignedPETplasticbottlemade fromupto30%renewableplant-basedmaterialthatisfullyrecyclable in most communities. This is the only plastic bottle in the marketplace made from plant-based material which helps reduce dependence on non-renewable sources. In the United States, PlantBottle packaging is being used for all Dasani® package sizes. The innovative bottle was recently honored with a Greener Package Award. The second-annual Greener Package Awards recognizes innovations that significantly reduce packaging’s environmental footprint. PlantBottle also won the DuPontAward for Packaging Innovation and the Design for Recycling Award from the Institute of Scrap Recycling Industries.

Task 14. Read the following articles and make a presentation.

Alan Turing21

AlanMathisonTuringwasapioneeringBritishcomputerscientist, mathematician, logician, cryptanalyst and theoretical biologist. He was highly influential in the development of theoretical computer science, providing a formalization of the concepts of algorithm and computation with the Turing machine, which can be considered a model of a general purpose computer. Turing is widely considered to be the father of theoretical computer science and artificial intelligence.

DuringtheSecondWorldWar,TuringworkedfortheGovernment Code and Cypher School at Bletchley Park, Britain’s code breaking centre. For a time he led Hut 8, the section responsible for German naval cryptanalysis. He devised a number of techniques for breaking German ciphers, including improvements to the pre-war Polish bombe method and an electromechanical machine that could find settings for the Enigma machine. Turing played a pivotal role in cracking intercepted coded messages that enabled theAllies to defeat the Nazis in many crucial engagements, including the Battle of the Atlantic; it has been estimated that this work shortened the war in Europe by as many as two to four years.

21 Alan Turing // Wikipedia [Электронный ресурс]. — URL: https:// en.wikipedia.org/wiki/Alan_Turing

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After the war, he worked at the National Physical Laboratory, where he designed the ACE, among the first designs for a storedprogram computer. In 1948 Turing joined Max Newman’s Computing Laboratory at the University of Manchester, where he helped develop the Manchester computers and became interested in mathematical biology. He wrote a paper on the chemical basis of morphogenesis, and predicted oscillating chemical reactions such as the Belousov– Zhabotinsky reaction, first observed in the 1960s.

Early computers and the Turing test

From 1945 to 1947, Turing lived in Hampton, London while he worked on the design of the ACE (Automatic Computing Engine) at the National Physical Laboratory (NPL). He presented a paper on 19 February 1946, which was the first detailed design of a storedprogram computer. Von Neumann’s incomplete First Draft of a Report on the EDVAC had predated Turing’s paper, but it was much less detailed and, according to John R. Womersley, Superintendent of the NPL Mathematics Division, it ″contains a number of ideas which are Dr. Turing’s own″. Although ACE was a feasible design, the secrecy surrounding the wartime work at Bletchley Park led to delays in starting the project and he became disillusioned. In late 1947 he returned to Cambridge for a sabbatical year during which he produced a seminal work on Intelligent Machinery that was not published in his lifetime. While he was at Cambridge, the PilotACE wasbeingbuiltinhisabsence.Itexecuteditsfirstprogramon10May 1950, and a number of later computers around the world owe much to it, including the English Electric DEUCE and the American Bendix G-15. The full version of Turing’s ACE was not built until after his death.

According to the memoirs of the German computer pioneer Heinz Billing from the Max Planck Institute for Physics, published by Genscher, Düsseldorf, there was a meeting between Alan Turing and Konrad Zuse. It took place in Göttingen in 1947. The interrogation had the form of a colloquium. Participants were Womersley, Turing, PorterfromEnglandandafewGermanresearcherslikeZuse,Walther, and Billing.

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In 1948 Turing was appointed Reader in the Mathematics Department at the University of Manchester. In 1949, he became Deputy Director of the Computing Laboratory there, working on software for one of the earliest stored-programme computers — the Manchester Mark 1. During this time he continued to do more abstract work in mathematics, and in ″Computing Machinery and Intelligence″ (Mind, October 1950), Turing addressed the problem of artificial intelligence, and proposed an experiment which became known as the Turing test, an attempt to define a standard for a machine to be called ″intelligent″. The idea was that a computer could be said to ″think″ if a human interrogator could not tell it apart, through conversation, from a human being. In the paper, Turing suggested that rather than building a programme to simulate the adult mind, it would be better rather to produce a simpler one to simulate a child’s mind and then to subject it to a course of education. A reversed form of the Turing test is widely used on the Internet; the CAPTCHA test is intended to determine whether the user is a human or a computer.

In1948Turing,workingwithhisformerundergraduatecolleague, D. G. Champernowne, began writing a chess program for a computer that did not yet exist. By 1950, the programme was completed and dubbed the Turochamp. In 1952, he tried to implement it on a Ferranti Mark1,butlackingenoughpower,thecomputerwasunabletoexecute the programme. Instead, Turing played a game in which he simulated the computer, taking about half an hour per move. The game was recorded. The program lost to Turing’s colleague Alick Glennie, although it is said that it won a game against Champernowne’s wife.

His Turing test was a significant, characteristically provocative and lasting contribution to the debate regarding artificial intelligence, which continues after more than half a century.

He also invented the LU decomposition method in 1948, used today for solving matrix equations.

Artificial intelligence22

Artificial intelligence (AI) is the intelligence exhibited by machines or software. It is also the name of the academic field of study

22 Artificial intelligence // Wikipedia [Электронный ресурс]. — URL: https:// en.wikipedia.org/wiki/Artificial_intelligence

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which studies how to create computers and computer software that are capable of intelligent behavior. Major AI researchers and textbooks define this field as ″the study and design of intelligent agents″, in which an intelligent agent is a system that perceives its environment andtakesactionsthatmaximizeitschancesofsuccess.JohnMcCarthy, whocoinedthetermin1955,definesitas″thescienceandengineering of making intelligent machines″.

AI research is highly technical and specialized, and is deeply divided into subfields that often fail to communicate with each other. Some of the division is due to social and cultural factors: subfields havegrownuparoundparticularinstitutionsandtheworkofindividual researchers. AI research is also divided by several technical issues. Some subfields focus on the solution of specific problems. Others focusononeofseveralpossibleapproachesorontheuseofaparticular tool or towards the accomplishment of particular applications.

The central problems (or goals) ofAI research include reasoning, knowledge, planning, learning, natural language processing (communication), perception and the ability to move and manipulate objects. General intelligence is still among the field’s long-term goals. Currently popular approaches include statistical methods, computational intelligence and traditional symbolic AI. There are a large number of tools used in AI, including versions of search and mathematical optimization, logic, methods based on probability and economics,andmanyothers.TheAIfieldisinterdisciplinary,inwhich a number of sciences and professions converge, including computer science, mathematics, psychology, linguistics, philosophy and neuroscience, as well as other specialized fields such as artificial psychology.

The field was founded on the claim that a central property of humans, human intelligence—the sapience of Homo sapiens — ″can be so precisely described that a machine can be made to simulate it″. This raises philosophical arguments about the nature of the mind and the ethics of creating artificial beings endowed with human-like intelligence, issues which have been explored by myth, fiction and philosophy since antiquity. Attempts to create artificial intelligence has experienced many setbacks, including theALPAC report of 1966, the abandonment of perceptrons in 1970, the Lighthill Report of 1973 and the collapse of the Lisp machine market in 1987. In the twenty-

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first centuryAI techniques became an essential part of the technology industry, helping to solve many challenging problems in computer science.

How Robots Work23 by Tom Harris

Artificial intelligence (AI) is arguably the most exciting field in robotics. It’s certainly the most controversial. Everybody agrees that a robot can work in an assembly line, but there’s no consensus on whether a robot can ever be intelligent.

Like the term ″robot″ itself, artificial intelligence is hard to define. Ultimate AI would be a recreation of the human thought process — a man-made machine with our intellectual abilities. This would include the ability to learn just about anything, the ability to reason, the ability to use language and the ability to formulate original ideas. Roboticists are nowhere near achieving this level of artificial intelligence, but they havemadealotofprogresswithmorelimitedAI.Today’sAImachines can replicate some specific elements of intellectual ability.

Computers can already solve problems in limited realms. The basic idea of AI problem-solving is very simple, though its execution is complicated. First, the AI robot or computer gathers facts about a situation through sensors or human input.The computer compares this information to stored data and decides what the information signifies. The computer runs through various possible actions and predicts whichactionwillbemostsuccessfulbasedonthecollectedinformation. Of course, the computer can only solve problems it’s programmed to solve — it doesn’t have any generalized analytical ability. Chess computers are one example of this sort of machine.

Some modern robots also have the ability to learn in a limited capacity. Learning robots recognize if a certain action (moving its legs in a certain way, for instance) achieved a desired result (navigating an obstacle).Therobotstoresthisinformationandattemptsthesuccessful action the next time it encounters the same situation. Again, modern computers can only do this in very limited situations. They can’t absorb any sort of information like a human can. Some robots can

23 Harris T. How Robots Work [Электронный ресурс]. — URL: http://science. howstuffworks.com/robot6.htm

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learn by mimicking human actions. In Japan, roboticists have taught a robot to dance by demonstrating the moves themselves.

Some robots can interact socially. Kismet, a robot at M.I.T’s Artificial Intelligence Lab, recognizes human body language and voice inflection and responds appropriately. Kismet’s creators are interested in how humans and babies interact, based only on tone of speech and visual cue. This low-level interaction could be the foundation of a human-like learning system.

Kismet and other humanoid robots at the M.I.T. AI Lab operate using an unconventional control structure. Instead of directing every action using a central computer, the robots control lower-level actions with lower-level computers. The program’s director, Rodney Brooks, believes this is a more accurate model of human intelligence. We do most things automatically; we don’t decide to do them at the highest level of consciousness.

The real challenge ofAI is to understand how natural intelligence works.DevelopingAIisn’tlikebuildinganartificialheart—scientists don’t have a simple, concrete model to work from. We do know that the brain contains billions and billions of neurons, and that we think and learn by establishing electrical connections between different neurons. But we don’t know exactly how all of these connections add up to higher reasoning, or even low-level operations. The complex circuitry seems incomprehensible.

Because of this, AI research is largely theoretical. Scientists hypothesize on how and why we learn and think, and they experiment with their ideas using robots. Brooks and his team focus on humanoid robots because they feel that being able to experience the world like a human is essential to developing human-like intelligence. It also makes it easier for people to interact with the robots, which potentially makes it easier for the robot to learn.

Just as physical robotic design is a handy tool for understanding animal and human anatomy, AI research is useful for understanding hownaturalintelligenceworks.Forsomeroboticists,thisinsightisthe ultimate goal of designing robots. Others envision a world where we live side by side with intelligent machines and use a variety of lesser robots for manual labor, health care and communication.Anumber of robotics experts predict that robotic evolution will ultimately turn us into cyborgs — humans integrated with machines. Conceivably,

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