Think about how you became a part of Phi Beta Lambda. Was it through a friend, or recruitment? A random flyer? When the current executives became a part the organi-zation, they were very much the same way. Not only was Timothy recruited by Frances, the then Historian commit-tee chair and the current co-Reporter chair (“At the time, PBL was much smaller,” he commented), Jennifer decided to come to the club’s general meeting after seeing an ad-vertisement on one of Dwinelle classroom’s chalkboards. Their motivations behind trying out for their respec-tive positions were just as diverse as the ways they joined. Stephen decided to concentrate on state relations and to improve the conference, which served as one of the major events of PBL each year. On the other hand, Whitney was the only returning executive officer. “I wanted to take on a more active role in PBL,” she confessed. “I wanted to help guide the new exec officers in learning how to take on the executive position and the new responsibilities that come with it.” Despite how different their roads to becoming execu-tives had been, they all remembered one important task they were given—their first task, during the first month of their new jobs: choosing committee chairs. Barely elected in spring of 2008, the new executives were in charge of Phi Beta Lambda as a whole even before summer began, with the responsibility of picking the right officer team. “These interviews were interesting,” said Timothy, “because they were much more professional than the ones for commit-tee members.” After careful deliberation in Dwinelle that

stretched beyond midnight, the officer team elections for fall of 2008 finally came to a close. However, the officer team elections were just the be-ginning. Altogether as a new board, all the executives and committee chairs had to have numerous meetings in order to set the agenda for the fall. They not only met with each other, but with the old officers as well, in order to receive the “passed-down” knowledge of the Phi Beta Lambda board. Whitney added, “Both the new and old officers had to meet up, which made finding a time slightly difficult.” Needless to say, the workload took over them from time to time. “It’s definitely harder than it looked,” said Jennifer. “I didn’t think execs had much to do since they didn’t have a committee like the chairs did, but it is very time consum-ing. We have so many meetings outside about everything that has to do with PBL.” So what did they get out of all the work that they had to do? “I’ve gotten a much better understanding of what it takes to run PBL,” Whitney admitted, while Jennifer noted: “I feel like as an executive, you learn a lot about how to be-have, how to present yourself, and how to lead people.” Perhaps their dynamic experience as the executive board of Phi Beta Lambda so far is what drives them to rec-ommend trying out for an executive position so heartily. “For those who may consider it in the future, just [be aware of ] the time commitment and the fact that PBL will quickly become your life,” suggested Stephen. “But that’s not nec-essarily a bad thing.”

fromview

theTOPADo you ever wonder about PBL’s executives? How about some background information and their thoughts on their current executive positions? Sounds good? Then please read on.

Story by Chelsea Park

picture from starpointe.wordpress.com

There are a lot of ways to get a message across. In the world advertisements, messages are all you think about. Advertisers only have a few seconds at the most to catch our atten-tion, get a message across, and may be leave an impression so that we will remember later. How do they do all that in a couple of seconds?

Before answering that vital question that we all ask ourselves everyday, it is important to understand the thinking process these crazy people in advertisement go through. Marketers and advertisers use what is commonly called as the “4 P’s” to figure out how the consumers think. The 4 P’s includes product, price, place, and promotion. By studying consumers’ buying habits with these 4 things in mind, producers can better decide what their next course of actions will be. This also helps them figure out what their target market is. Once the adver-tisers figure out what their target market is they can now move on to creating advertise-ments.

What’s so important about target markets is that they all have different taste. Advertis-ers cannot get a message across all the people in the same way. They have to provide variety of ads to appeal to them. Ads can be rational, emotional, humorous, serious, and sexual. Let’s take a look at Folgers idea as a quick example.

“Hey, City That Never Sleeps. Wake up” is what Folgers told the New Yorkers loud and clear one morning. Created by Saatchi & Saatchi NY, this ad for Folgers coffee creates an illusion of a coffee. A photo of a cup of cof-fee is printed on a vinyl sticker, which is then placed on a manhole. The holes on the vinyl allowed the steam from the manhole to escape, creaing a HOT cup of coffee effect.

The next time you see something cool, remem-ber what you read today and try to figure out what they are trying to tell you!

CreativeAdvertisingTake a look at these!

Do you like to dress up in suits?

No refunds for membership fees.

BUSINESS SUITS ORSWIMMING SUITS?

HANDSHAKESOR POUND-IT’S?

Finance CM

WINDOWS OR MAC?

Marketing CM

BusinessTechnology CM

How many times have you boogied down to Kanye West’s “Flashing Lights”?

VISORS OR FLIP FLOPS?

WHICH SUPERHERO OUTFIT DO YOU HAVE UNDER YOUR SUIT?

ARE YOU AWESOME?

NO

BUSINESS

SWIMMINGMORE THAN 1000(A LOT MORE)

LESS THAN 1000

NEITHER. I WEARTHE TRUMP SUIT. HANDSHAKES

POUND IT BROTHA!

MAC

WINDOWS

VISORS FLIP FLOPS

CAPTAIN PLANET

SUPERMAN

YES

YES>

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Reporter CM

CommunityService CM

IAC Enthusiast

Officer

Historian CM

YES

ProfessionalDevelopment CM

TONY STARK

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Carrying the Day| By ALBERT TSENG

Quiz by Albert tseng

TheDutyofaMirror

There was nothing special about that day, it wasn’t my birthday, there wasn’t anything free in Sproul, nor was there an IAC event that night. Nevertheless, I woke up with a smile, energetic and ready to embark on my jour-ney towards Stanley Hall for my sociology lecture. I had a little skip in my walk as I enjoyed the combination of the warm morn-ing sun and the perfectly mellow breeze. I felt alive, and happy to be roaming the campus. Un-daunted by the obligations and responsibilities I would inevita-bly face later that day, I put on a smile and tried to make eye contact with the people walking past me. Soon, however, I began to realize that no one else was smiling! The majority of people averted their glances, off in their own world, and walked with a mindset purely focused on their next destination.I had heard some stereotypes about Berkeley before I arrived on campus. My original impres-sion was that the academic com-petition was incredibly fierce and that the students were either lib-eral hippies or genius nerds. But a month in Berkeley has shown me that it is so much more than a student body polarized on two extremes. Indeed, there exists an exorbitant amount of political perspectives that lean left, and the people here are all incred-ibly intelligent if not

Oliver Yehextremely studious, but there is so much in between as well! The range of things to explore is magnificent, it even seems as though there are too many things to try.What a shame it is, then, that people get sucked into the one-track mindset to focus supreme-ly on one thing, without taking the time to enjoy the day, appre-ciate our gorgeous campus,

take a different walking route, eat something new, sing and dance even though people might be watching, or even catch a person’s eye once in a while.Seeing people devote their life to only one purpose, or realizing that I do the same thing always motivates me to take a step back and examine my life in a differ-ent perspective.

I understand that everyone wants to find happiness, love, and inner peace as well as success in a practical way. But too often I feel as though we sacrifice or postpone the more abstract, important and truly fulfilling things, to try keep our heads above water in a bottom-less pool of pragmatism.How do we find that perfect balance between living in the present and preparing for the future? In my experience, it’s a never-ending process that is fueled by constant reflec-tion, self-examination and individual growth. Socrates once said, “The unexamined life is not worth living.” What, then, would he say about the unexamined year, month, day or hour? I would argue that they’re just as unworthy (from the viewpoint of living the optimal, fulfilling life) as an unexamined lifespan. And for our own sakes, we should diversify and expand our aspira-tions, activities, and how we perceive ourselves. We should take advantage of the enormous amount of resources, outlets for creative expression and the amazing people Berkeley sur-rounds us with. Moreover, we should take time out of the day to relax, smile, and reflect upon everything we are appreciative of. It really does make every moment more meaningful.

The unexamined life is not worth living