Jamespetty's Blog

Email replay from drinkaware

jamespetty — Tue, 08 Jun 2010 00:44:09 +0000

Hi James

Thank you for your email. I have pasted below some information about Drinkaware which I hope will be helpful for your project, unfortunately we don’t have a specific outline of everyone who works for Drinkaware but I have also pasted some information about our Chief Executive, Chris Sorek.

About Drinkaware

Drinkaware provides consumers with information to make informed decisions about the effects of alcohol on their lives and lifestyles. Our public education programmes, grants, expert information, and resources help create awareness and effect positive change. An independent charity established in 2007, Drinkaware works alongside the medical profession, the alcohol industry and government to achieve its goals. For further information visit www.drinkaware.co.uk

About Drinkaware CEO Chris Sorek

Chris Sorek has more than 30 years experience in communications, public affairs and community relations having worked for media, in the private sector and for civil society.

He started his career as a journalist and editor for newspapers and magazines in the United States and then moved to handle internal communications and political action committee activities for a large regional bank helping change national and international banking regulations.

He then moved to Unisys where he helped set up its international public relations network. He was asked to join Ogilvy & Mather in 1987 where he headed offices in Taiwan and Singapore and helped develop the agency’s Asia-Pacific network. He then moved Cohn & Wolfe in New York to handle global clients.

In 2001, Chris joined the International Federation of Red Cross and Red Crescent Societies in Geneva as head of communications. He returned to the private sector to work for SAP AG in Germany, De Beers and the European Bank for Reconstruction and Development before joining Drinkaware in November 2008.

Chris has a Masters Degree in international marketing and communications and has worked on public information and humanitarian issues in Europe, Africa, Asia, and Latin America.

Kind Regards

Laura Ellis

Laura Ellis
Executive Assistant – Campaigns and Communications

3rd Floor, Samuel House
St Albans Street, London, SW1Y 4SQ

Tel: 020 7766 9914
Fax: 020 7504 8217

www.drinkaware.co.uk

The Drinkaware Trust
Registered in England and Wales No. 4547974
A company limited by guarantee
Registered Charity No. 1094586

This email and any attachments are confidential and may be legally privileged. If you have received it in error, you are on notice of its status. It is intended solely for the addressee. Any unauthorised use is strictly prohibited. If you are not the intended recipient please notify the sender immediately and delete the email and any attachments. While Drinkaware takes care to protect its systems from virus attacks and other harmful events, the company gives no warranty that this message (including attachments) is free of any virus or other harmful matter, and accepts no responsibility for any loss or damage resulting from the recipient receiving, opening or using it.

Wearable technology

jamespetty — Fri, 04 Jun 2010 10:06:32 +0000

The link below is a Video from BoingBoing who where back stage at the wearable technology fashion show in San Francisco,

http://boingboing.net/2008/05/29/wearable-tech-fashio.html

Concept Video

jamespetty — Fri, 04 Jun 2010 09:42:05 +0000

Rex bar advertising, a collective of bartending knowledge, club and pub location source’s and cocktail idea’s. Combining all this information into a brand that takes advantage of the world wide web, portable devices and hard copy advertising to improve the nations look on alcoholic drink consumption. After working this year primarily on advertising within the alcoholic drink industry and how it was possible to create safe adverting campaigns for cheap drinking aimed at student who where on a budget to creating safe adverts that didn’t aim themselves towards underage cliental. This is my concept to creating a new way to advertise alcoholic drinks.

Single wavelength invisibility cloak

jamespetty — Thu, 03 Jun 2010 16:50:08 +0000

This story was about a “invisibility cloak” which sounds science fiction but researches have just had a breakthrough in mathematics that allows you to make yourself invisible. To understand this in a simple way is to understand how we see, we see by light reflecting off objects and hitting the surface of out eyes which allows us to make out the size and colour of the object. But if we designed something that worked like glass and didn’t reflect light off it then we would make something invisible. But at the moment there is one major limitation and that is it can only bend light from one wavelength of light.

http://www.scienceahead.com/entry/scientists-develop-single-wavelength-invisibility-cloak/

Contact lenses with Terminator vision

jamespetty — Thu, 03 Jun 2010 13:50:20 +0000

Found a pretty cool news article in the telegraph about a new contact lens thats being developed that will allow the user’s to see different 2d images without totally blocking the normal view. The microscopic circuits fixed to a flexible plastic allows the user to see different images, it uses micro LED ( Light emitting diodes) to illuminate the image.

http://www.telegraph.co.uk/science/science-news/3323248/Contact-lenses-with-Terminator-vision.html

Concept II

jamespetty — Tue, 01 Jun 2010 22:57:24 +0000

My concept, a video that shows the idea of safe adverting and also promotes the website www.rexflaring.co.uk, which will be the centre for everything from applications for portable devices, video tutorials, regulation safe adverts, and products associated with the bar industry. The video is the start of a concept idea that will be ongoing after university to build a network for safe drinking habits within the bar industry. The site is there for bartending training and to give information to new staff about capping people who drink too much on a night out. It also keeps up with the industry’s regulations about advertising and what you can and can’t do to promote events and drink deals. After doing my dissertation on Advertising alcoholic drinks: the negotiation of regulations I found a gap within the market which could be filled, and that’s where the concept comes from .Because regulations are changing, to tighten up the way we advertise alcoholic drinks the site stays a step ahead with keeping up to date with the new regulations. Hopefully working alongside other organisations and company’s to build a greater network to promote healthy drinking habits so that advertising alcoholic drinks doesn’t get banned.
The video was filmed in Bridgend College within a studio with a white studio background backlit with 4 Bowen Gemini 400 lights with softboxes. It was then edited within Final Cut Pro, Photoshop and Soundtrack Pro. The site will be online shortly and is being created within Dreamweaver, Photoshop and Indesign.

Concept

jamespetty — Tue, 01 Jun 2010 22:12:13 +0000

Dissertation Reserch

jamespetty — Mon, 22 Mar 2010 14:38:20 +0000

From the journal ;

International Perspectives on Adolescent and Young Adult Drinking
Salme K. Ahlström, Ph.D., and Esa L. Österberg, M.Sc.

The proportion of people who drink any alcohol varies greatly among different countries. In general, the highest proportion of drinkers is found in Europe, Australia, and New Zealand, where 80 to 90 percent of all adults are drinkers (Rehm et al. 2003). In the Western Pacific, 80 to 90 percent of all men are drinkers. In the Americas, about two-thirds of adults are drinkers. For instance, the share of drinkers is 73 percent in Canada and 65 percent in the United States (Babor et al. 2003). In African countries, around half of the men and one-third of the women drink alcohol. In the rest of the world, only a minority of adults are drinkers.

In all countries, men are more likely to drink alcohol than are women. The differences between men and women in the proportion of drinkers are particularly marked in China and Southeast Asia. Women are especially likely to be abstainers in the Indian subcontinent and Indonesia as well as in the Middle East (Rehm et al. 2003).

Many studies (primarily based on survey data) have analyzed drinking patterns around the world. These studies consistently have found significant differences in drinking patterns between men and women, between younger and older people, and often among ethnic or religious groups. For example, Ahlström and colleagues (2001a) found that, on average, men drink significantly more than women do. In many countries, men account for 70 to 80 percent or more of the total alcohol consumption, and in some developing countries, men’s share of overall alcohol consumption is even greater. For instance, survey data from China indicate that men consume about 95 percent of all alcohol (Babor et al. 2003).

This Tells me that i am best to design or create something for men, because as you can see through reserch it shows that men are more likely to be drinking.

Ways we can now create 3D images.

jamespetty — Wed, 17 Mar 2010 22:10:01 +0000

360 degree light field display;

this technique is done by spinning a mirror at 20Hz and using a high speed projector to display onto the mirror which is coated with a holographic diffuser. This technique allows the user to view the image at 360 degrees no matter the height or distance away from the image.

hologram projector system

Using multiple projectors set at different angles and different locations can give the viewer and idea that you are looking at a 3D object but isn’t 360 degree viewable. So there is downfalls to this process but for a front viewing show this idea is very effective.

3D glass’s or IMAX

Remember those junky glasses, with a blue lens for one eye and a red one for the other? They were tied to a 3-D-imaging method called anaglyph that dates back to the 1950s. With this system, the images on the screen were projected with two color layers superimposed onto one another. When you put on the glasses, each eye sees a separate visual, the red-tinted image through one eye and the blue-tinted one through the other. Your visual cortex combines the views to create the representation of 3-D objects.

Though it may have been impressive at the time, early anaglyph imaging suffered from many issues. The color separation on film was very limited, and thus it was difficult to perceive details in 3-D scenes. Another frequent problem was ghosting, which happened when the image that should be appearing in your left eye would creep over to the right.

And then there’s the screen. Theaters projecting 3-D movies with the anaglyph method had to install silver screens for an ideal viewing experience. That’s because the more reflective screen helped keep the two different light signals separated.

3-D movie technology has come a long way. Anaglyph imaging has improved: Glasses now are typically red and cyan, which, when combined, can make use of all three primary colors, resulting in more realistic color perception.

RealD cinema, currently the most widely used 3-D movie system in theaters, uses circular polarization — produced by a filter in front of the projector — to beam the film onto a silver screen. The filter converts linearly polarized light into circularly polarized light by slowing down one component of the electric field. When the vertical and horizontal parts of the picture are projected onto the silver screen, the filter slows down the vertical component. This effectively makes the light appear to rotate, and it allows you to more naturally move your head without losing perception of the 3-D image. Circular polarization also eliminates the need for two projectors shooting out images in separate colors. The silver screen, in this case, helps preserve the polarization of the image.

Dolby’s 3-D system, used for some Avatar screenings, is a little different. It makes use of an exclusive filtration wheel installed inside the projector in front of a 6.5-kilowatt bulb. The wheel is divided into two parts, each one filtering the projector light into different wavelengths for red, green and blue. The wheel spins rapidly — about three times per frame — so it doesn’t produce a seizure-inducing effect. The glasses that you wear contain passive lenses that only allow light waves aligned in a certain direction to pass through, separating the red, green and blue wavelengths for each eye.

The advantages of Dolby’s 3-D system? There’s no need for a silver screen, thanks to the built-in color-separation wheel and the powerful bulb right next to it, ensuring a bright picture necessary for 3-D viewing. Also, a mechanism can be adjusted inside the projector to change the projection method from reflection to refraction — meaning theaters can switch between projecting regular movies and 3-D movies.

Read More http://www.wired.com/gadgetlab/2009/12/3d-movies/#ixzz0iTTRH95e

Problems with realistic 3D interpretations

jamespetty — Wed, 17 Mar 2010 14:42:47 +0000

The average human retina has five million cone receptors on it. Since the cones are responsible for colour vision, you might suppose that this equates to a five megapixel equivilant for the human eye.
But there are also a hundred million rods that detect monochrome contrast, which plays an important role in the sharpness of the image you see. And even this 105MP is an underestimate because the eye is not a still camera.
You have two eyes and they continually flick around to cover a much larger area than your field of view and the composite image is assembled in the brain – not unlike stitching together a panoramic photo. In good light, you can distinguish two fine lines if they are seperate by at least 0.6 arc-minutes (0.01.Degrees).

This gives an equivilant pixel size of 0.3 arc-minutes. If you take a conservative 120 degrees as your horizontal field of view and 60 degrees in the vertical plane, this translates to …

576 megapixels of available image data.

Curiously – as a counterpoint to this – most people cannot distinguish the difference in quality between a 300dpi and a 150dpi photo when printed at 6×4″, when viewed at normal viewing distances.

So: although the human eye and brain when combined can resolve massive amounts of data, for imaging purposes, 150dpi output is more than enough to provide adequate data for us to accept the result as photographic quality.

But don’t forget that women have more cones and men have more rods – I kid you not.Therefore the ladies see colours brighter than gents but can’t see as well when it gets dark.

(sourced from deviantArt)

This gives a problem for different people (men and women) some people will see the 3D interpretations differently because the colors will be brighter or the blacks will be darker. This then gives the problem that you will not think the hologram is real, and in my future assignment i want to look at if there is a possibility to realistic 3D holograms.