title: Battle of Artemisium

text: The Athenians had also been preparing for war with the Persians since the mid-480s BC, and in 482 BC the decision was taken, under the guidance of the Athenian politician Themistocles, to build a massive fleet of triremes that would be necessary for the Greeks to fight the Persians. However, the Athenians did not have the manpower to fight on land and sea; and therefore combating the Persians would require an alliance of Greek city states. In 481 BC, Xerxes sent ambassadors around Greece asking for earth and water, but making the very deliberate omission of Athens and Sparta. Support thus began to coalesce around these two leading states. A congress of city states met at Corinth in late autumn of 481 BC, and a confederate alliance of Greek city-states was formed. It had the power to send envoys asking for assistance and to dispatch troops from the member states to defensive points after joint consultation. This was remarkable for the disjointed Greek world, especially since many of the city-states in attendance were still technically at war with each other.


title: Battle of Artemisium

text: The 'congress' met again in the spring of 480 BC. A Thessalian delegation suggested that the allies could muster in the narrow Vale of Tempe, on the borders of Thessaly, and thereby block Xerxes's advance. A force of 10,000 hoplites was dispatched to the Vale of Tempe, through which they believed the Persian army would have to pass. However, once there, they were warned by Alexander I of Macedon that the vale could be bypassed through the Sarantoporo Pass, and that the army of Xerxes was overwhelming, the Greeks retreated. Shortly afterwards, they received the news that Xerxes had crossed the Hellespont.


title: Battle of Artemisium

text: Themistocles therefore suggested a second strategy to the allies. The route to southern Greece (Boeotia, Attica and the Peloponnesus) would require the army of Xerxes to travel through the very narrow pass of Thermopylae. The pass could easily be blocked by the Greek hoplites, despite the overwhelming numbers of Persians. Furthermore, to prevent the Persians bypassing Thermopylae by sea, the Athenian and allied navies could block the straits of Artemisium. This dual strategy was adopted by the congress. However, the Peloponnesian cities made fall-back plans to defend the Isthmus of Corinth should all else fail, whilst the women and children of Athens were evacuated "en masse" to the Peloponnesian city of Troezen.


title: Battle of Artemisium

text: The Allied fleet sailed north to Cape Artemisium once it became known that the Persian army was advancing along the coast past Mount Olympus, probably around late July or the beginning of August. The Allies took up station at Artemisium, most likely beaching their ships at the headland, from which they could quickly launch them as needed. The Allies sent three ships to Skiathos as scouts to provide warning of the approach of the Persian fleet but two weeks passed without sight. Finally, ten Sidonian triremes arrived off Skiathos, and the main Allied fleet was informed by a fire-beacon lit on the island. However, the Allied patrol ships themselves were caught unaware and two were captured, whilst one ran aground. According to Herodotus, in the ensuing confusion, unsure whether or not the beacon heralded the arrival of the whole Persian fleet, as a precaution the whole Allied fleet launched into the straits of Artemisium. Once it became clear that the Persian fleet was not going to arrive that day, they decided to sail to Chalcis, halfway down on the western coast of Euboea, leaving men on the heights of Euboea to warn of the actual arrival of the Persian ships.


title: Battle of Artemisium

text: Historians suggest that the Allies may have misinterpreted the Persian movements and come to the mistaken conclusion that the Persians were sailing east around Skiathos, aiming to sail around the eastern side of Euboea. The signals sent by fire beacons must have been very simplistic, and potentially interpreted wrongly; alternatively, the signallers may have genuinely believed that the Persian fleet was sailing to the east of Skiathos. If the Persians sailed around the outer, eastern side of Euboea, they could head straight to Attica, and thereby cut off the Allied fleet's line of retreat. Furthermore, the Persians had enough ships to attempt to both attack the Straits of Artemisium, and sail around Euboea. The withdrawal to Chalcis therefore gave the Allies the opportunity to escape from the Straits of Euboea if the Persians did travel around the outside of Euboea, but also allowed them to return to Artemisium if necessary. In this context, the watchers left on Euboea could inform the Allies if the Persian fleet did indeed sail east of Euboea. The Allied fleet thus continued to wait at Chalcis. Nevertheless, the Allies, undoubtedly anxious about facing a Persian fleet that so greatly outnumbered them, may have somewhat overreacted.


title: Battle of Artemisium

text: Around ten days later, the Persian army arrived at Thermopylae, and the Allies at Chalcis were informed by a ship, captained by Abronichus, which had been appointed to liaise between the army and the fleet. However, there was still no sign of the Persian fleet, and the first day the Persians spent at Thermopylae passed without them launching an attack. The next day, the Persian fleet finally drew near to Artemisium, heading for the Gap of Skiathos (between the coast of Magnesia and Skiathos), when a summer gale (a 'Hellesponter' – probably a north-easterly storm) broke, driving the Persian fleet onto the mountainous coast. The storm lasted two days, wrecking approximately one third of the Persian ships. Meanwhile, at Thermopylae, the Persians had continued to wait for the Greeks to disperse, also choosing not to attack during the storm.


title: Battle of Artemisium

text: The day after the storm finished, the Allied fleet returned to Artemisium to protect the flank of the army at Thermopylae. The following day, (the fifth since the Persians had arrived at Thermopylae) the Persian army began their attacks on the Allied army at Thermopylae. The same day, the Persian fleet finally appeared through the Gap of Sciathos, and began mooring on the coast opposite Artemisium, at Aphetae. According to Herodotus, 15 Persian ships blundered into the Allied lines, and were captured. Although clearly storm damaged, the Persian fleet still probably outnumbered the Allies by nearly 3:1. As a result, the Allies contemplated withdrawing completely. The Euboeans, not wanting to be abandoned to the Persians, bribed Themistocles to try to ensure that the Allied fleet remained. Since the joint operation at Thermopylae and Artemisium was his strategy in the first place, it is likely this is exactly what Themistocles wanted, and this bribe allowed him in turn to bribe the Spartan and Corinthian admirals, Eurybiades and Adeimantus to remain at Artemisium.


title: Battle of Artemisium

text: Later on that day, a deserter from the Persian fleet, a Greek called Scyllias, swam into the Allied camp. He brought bad news for the Allies – whilst most of the Persian fleet was undergoing repairs, the Persians had detached 200 seaworthy ships to sail around the outer coast of Euboea, to block the escape route of the Allied fleet. The Persians did not want to attack the Allies yet, because they thought the Allies would simply flee, and so they sought to trap them. The Allies resolved to go and meet this detachment, to prevent being trapped, though they planned to leave by nightfall to prevent the Persians becoming aware of their plans.


title: Battle of Artemisium

text: The Allies most likely realised that this situation presented them with an opportunity to destroy an isolated part of the Persian fleet. Herodotus is not clear on where the Allies planned to meet this detachment, only that they resolved to do so. One possibility is that they planned to sail down the Straits of Euboea, and hope that the other Allied ships, patrolling the coast of Attica, followed the Persians as they entered the Straits of Euboea from the south; then the Persians might themselves be caught in a trap. Alternatively, the Allies may have planned to ambush the detachment as it passed by Artemisium, on its journey from Aphetae. Either way, they decided to make a demonstration towards the Persian lines during what remained of the day, to convince the Persians that they were planning to stay at Artemisium. Herodotus also suggests that this was an opportunity for them to assess Persian seamanship and tactics. The Allies probably waited until late afternoon so that there was little chance of being drawn into a full scale engagement; they did not want to suffer casualties before sailing to meet to the Persian detachment. These decisions finally led to the beginning of the battle.


title: Battle of Artemisium

text: The exact chronology of the battles of Thermopylae and Artemisium, and their relation to each other is somewhat unclear. The chronology below represents an estimated reconstruction of the time-line, following Lazenby and Holland.


title: Battle of Artemisium

text: Herodotus gives a detailed description of the Persian fleet that assembled at Doriskos in spring 480 BC (see table). However, after the fleet was struck the storm off the coast of Magnesia, approximately one third of the fleet was lost. Thus, by Herodotus's reckoning, the Persian fleet would have had approximately 800 triremes at Artemisium.


title: Battle of Artemisium

text: Some modern scholars have accepted these numbers, especially since the ancient sources are unusually consistent on this point. Other authors reject this number, with 1,207 being seen as more of a reference to the combined Greek fleet in the Iliad, and generally claim that the Persians could have launched no more than around 600 warships into the Aegean.


title: Battle of Artemisium

text: Herodotus claims there were 280 ships in the Greek fleet at the Battle of Artemisium, made up of the following contingents (numbers in parentheses refer to Penteconters, other ships are all Triremes):


title: Battle of Artemisium

text: The Athenians had been building up a large fleet since 483 BC, ostensibly for their ongoing conflict with Aegina. However, it is probable that this build up, initiated by Themistocles, was also made with a future conflict with the Persians in mind. The Athenians initially requested command of the Allied fleet, but let Eurybiades of Sparta command it to preserve unity.


title: Battle of Artemisium

text: Strategically, the Allied mission was simple. The fleet needed to protect the flank of the army at Thermopylae, whilst not being cut off themselves. For the Persians, the strategic situation was equally simple, although with more options. They needed to force their way through either one of Thermopylae or Artemisium (since holding both was necessary for the Allied effort), or to outflank either position. Outflanking the Straits of Artemisium was theoretically much easier than outflanking Thermopylae, by sailing around the east coast of Euboea. The Greek position at Artemisium may have been chosen in order to watch for such attempts. If narrowness of the channel had been the only determinant, the Allies could have found a better position near the city of Histiaea.


title: Battle of Artemisium

text: The Persians were at a significant tactical advantage, outnumbering the Allies and having "better sailing" ships. The "better sailing" that Herodotus mentions was probably due to the superior seamanship of the crews; most of the Athenian ships (and therefore the majority of the fleet) were newly built, and had inexperienced crews. The most common naval tactics in the Mediterranean area at the time were ramming (triremes were equipped with a ram at the bows), or boarding by ship-borne marines (which essentially turned a sea battle into a land one). The Persians and Asiatic Greeks had by this time begun to use a manoeuver known as "diekplous". It is not entirely clear what this was, but it probably involved sailing into gaps between enemy ships and then ramming them in the side. This maneuver would have required skilled sailing, and therefore the Persians would have been more likely to employ it. The Allies, however, developed tactics specifically to counter this.


title: Battle of Artemisium

text: Herodotus suggests that the Allied ships were heavier and, by implication, less maneuverable. Their weight would further reduce the likelihood of the Allied ships employing the "diekplous". The source of this heaviness is uncertain; possibly the Allied ships were bulkier in construction. Another suggestion is that the heaviness was caused by the weight of fully armoured hoplite marines. The Allies may have had extra marines on board if their ships were less maneuverable, since boarding would then be the main tactic available to them (at the cost of making the ships even heavier). Indeed, Herodotus refers to the Greeks capturing ships, rather than sinking them.


title: Battle of Artemisium

text: When the Persians saw the Allied fleet rowing towards them, they decided to seize the opportunity to attack, even though it was late in the day, as they thought they would win an easy victory. They quickly advanced on the much smaller Allied fleet. However, the Allies had come up with a tactic for this situation, where they turned their ""bows on to the barbarians, [and] they drew their sterns together in the middle"". This is usually taken to mean that they formed into a circle, with their rams pointing outwards; Thucydides reports that in the Peloponnesian War, Peloponnesian fleets twice adopted a circular formation, with their sterns together. However, Herodotus does not actually use the word circle, and Lazenby points out the difficulty of forming a circle of 250 ships (the Peloponnesian fleets had 30–40 ships). It is thus possible the Allies formed into more of a crescent formation, with the wings drawn back to prevent the Persian ships sailing around the Allied line. Whatever the case, it seems likely that this maneuver was intended to negate the superior Persian seamanship, and perhaps specifically the use of "diekplous".


title: Battle of Artemisium

text: Having assumed this formation upon the giving of a prearranged signal, the Allied ships moved suddenly outwards from this position at a second signal, rowing into the Persian ships and catching them off guard. Their superior seamanship negated, the Persians came off worst from the encounter with 30 of their ships captured or sunk. During the battle a Persian ship, captained by Antidorus of Lemnos, defected to the Allies. Nightfall then ended the battle, with the Allies having fared better than they possibly expected to.


title: Battle of Artemisium

text: During the night, another storm broke (this time probably a thunder-storm, possibly with a south easterly wind), preventing the Allies from setting off southwards to counter the Persian detachment sent around the outside of Euboea. However, the storm also hit the Persian detachment of ships, driving them off course and onto the rocky coast of 'the Hollows' of Euboea. This part of the Persian fleet was thus also shipwrecked, losing most of the ships.


title: Battle of Artemisium

text: The following day, which was also the second day of Battle of Thermopylae, the Persian fleet, now recovering from the two storms, declined to attack the Allies, and instead attempted to make the fleet seaworthy again. News of the shipwreck off Euboea reached the Allies that day, as well as a reinforcement of 53 ships from Athens.


title: Battle of Artemisium

text: Again waiting until late afternoon, the Allies took the opportunity to attack a patrol of Cilician ships, destroying them, before retreating as night fell. These ships were possibly survivors of the wrecked detachment sent around Euboea, or were perhaps anchored in an isolated harbour.


title: Battle of Artemisium

text: On the third day of the battle the Persian fleet was ready to attack the Allied lines in full force. Seeing the Persian fleet assemble, the Allies attempted to block the Straits of Artemisium as best they could, and waited for the Persians to attack. The Persians formed their ships into a semicircle and tried to enclose the Allied fleet, upon which the Allies rowed forward and joined battle. The battle raged all day long, with the Allies hard put to defend their line. When the fleets finally disengaged at nightfall, both sides had suffered roughly equal losses. However, the smaller Allied fleet could scarcely afford such losses; half the Athenian ships (the largest contingent in the fleet) were damaged or lost.


title: Battle of Artemisium

text: According to Herodotus, the Athenians were the best fighters on the Allied side. On the Achaemenid side, the best results had been achieved by the Egyptians, who wore a heavy individual equipment comparable to Greek hoplites, and were able to vanquish five Greek ships:


title: Battle of Artemisium

text: Returning to Artemisium, the Allies saw that they would probably not be able to hold the line for another day, such were their losses. They thus debated whether they should withdraw from Artemisium, whilst they awaited news from Thermopylae. Themistocles ordered the men to slaughter and barbecue the flocks of the Euboeans, so that they would not fall into Persian hands. Abronichus arrived on the liaison ship from Thermopylae and told the Allies of the destruction of the Allied rearguard at Thermopylae. Since holding the Straits of Artemisium now no longer held any strategic purpose, and given their losses, the Allies decided to evacuate immediately.


title: Battle of Artemisium

text: The Persians were alerted to the withdrawal of the Greeks by a boat from Histiaea, but did not at first believe it. They sent some ships to see if this was the case, and finding that it was, the whole fleet set sail for Artemisium in the morning. The Persians then sailed on to Histiaea and sacked the surrounding region.


title: Battle of Artemisium

text: The Allied fleet sailed to Salamis, off the coast of Attica, to assist with the evacuation of the remaining Athenians. En route, Themistocles left inscriptions addressed to the Ionian Greek crews of the Persian fleet on all springs of water that they might stop at, asking them to defect to the Allied cause:""Men of Ionia, that what you are doing is not proper, campaigning against your fathers and wishing to enslave Greece. It would be best if you came on our side. But if this is not possible, at least during the battle stand aside and also beg the Carians to do the same with you. But if you can not do either the one or the other, if you are chained by higher force and you can not defect during the operations, when we come at hand, act purposely as cowards remembering that we are of the same blood and that the first cause of animosity with the barbarians came from you.""


title: Battle of Artemisium

text: Following Thermopylae, the Persian army burned and sacked the Boeotian cities that had not submitted to them—Plataea and Thespiae—and then marched on the now evacuated city of Athens.


title: Battle of Artemisium

text: Meanwhile, the Allies (for the most part Peloponnesian) prepared to defend the Isthmus of Corinth, demolishing the single road that led through it, and building a wall across it. As at Thermopylae, to make this an effective strategy required the Allied navy to stage a simultaneous blockade, barring the passage of the Persian navy across the Saronic Gulf, so that troops could not be landed directly on the Peloponnese. However, instead of a mere blockade, Themistocles persuaded the Allies to seek a decisive victory against the Persian fleet. Luring the Persian navy into the Straits of Salamis in September, the Allied fleet was able to destroy much of the Persian fleet, which essentially ended the threat to the Peloponnese.


title: Battle of Artemisium

text: Fearing that the Greeks might attack the bridges across the Hellespont and trap his army in Europe, Xerxes retreated with much of the army back to Asia. He left a hand picked force under Mardonius to complete the conquest the following year. However, under pressure from the Athenians, the Peloponnesian Allies eventually agreed to try to force Mardonius to battle, and marched on Attica. Mardonius withdrew to Boeotia to lure the Greeks into open terrain and the two sides eventually met near the city of Plataea. There, at the Battle of Plataea in August 479 BC, the Greek army won a decisive victory, destroying much of the Persian army, and ending the invasion of Greece. Meanwhile, at the near-simultaneous naval Battle of Mycale the Greeks destroyed much of the remaining Persian fleet, thereby reducing the threat of further invasions.


title: Battle of Artemisium

text: Considered by itself, Artemisium was a relatively insignificant battle. The Allies did not defeat the Persian navy, nor prevent it from advancing further along the coast of Greece. Conversely, neither did the Persians destroy the Greek fleet, nor irreparably weaken it. The battle was thus an indecisive one, which pleased neither side.


title: Battle of Artemisium

text: Nevertheless, in the wider context of the Greco-Persian wars, it was a very significant battle for the Allies. The Allies had demonstrated to themselves that they could stand up to the Persian navy, even having the better of some encounters. For many of the Allied crews, it was their first taste of battle, and the experience gained was invaluable at the forthcoming Battle of Salamis. Moreover, fighting the Persians at Artemisium allowed the Greek admirals to see how the Persian fleet performed, and gave them insights into how it might be beaten. In addition, the events before and during Artemisium were crucial in cutting down the size of the Persian fleet (even if this was not all due to military action), meaning that the odds faced by the Allies at the Battle of Salamis were not overwhelming. As the poet Pindar put it, Artemisium was ""where the sons of the Athenians laid the shining foundation-stone of freedom"".


title: Advertising campaign

text: An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). An IMC is a platform in which a group of people can group their ideas, beliefs, and concepts into one large media base. Advertising campaigns utilize diverse media channels over a particular time frame and target identified audiences.


title: Advertising campaign

text: The campaign theme is the central message that will be received in the promotional activities and is the prime focus of the advertising campaign, as it sets the motif for the series of individual advertisements and other marketing communications that will be used. The campaign themes are usually produced with the objective of being used for a significant period but many of them are temporal due to factors like being not effective or market conditions, competition and marketing mix.


title: Advertising campaign

text: Advertising campaigns are built to accomplish a particular objective or a set of objectives. Such objectives usually include establishing a brand, raising brand awareness, aggrandizing the rate of conversions/sales. The rate of success or failure in accomplishing these goals is reckoned via effectiveness measures. There are 5 key points at which an advertising campaign must consider to ensure an effective campaign. These points are, integrated marketing communications, media channels, positioning, the communications process diagram and touch points.


title: Advertising campaign

text: Integrated marketing communication (IMC) is a conceptual approach used by the majority of organizations to develop a strategic plan on how they are going to broadcast their marketing and advertising campaigns. Recently there has been a shift in the way marketers and advertisers interact with their consumers and now see it as a conversation between Advertising/ Marketing teams and consumers. IMC has emerged as a key strategy for organizations to manage customer experiences in the digital age, since organizations can communicate with people in more ways than those typically thought of as media. The more traditional advertising practices such as newspapers, billboards, and magazines are still used but fail to have the same effect now as they did in previous years.


title: Advertising campaign

text: The importance of the IMC is to make the marketing process seamless for both the brand and the consumer. IMC attempts to meld all aspects of marketing into one cohesive piece. This includes sales promotion, advertising, public relations, direct marketing, and social media. The entire point of IMC is to have all of these aspects of marketing work together as a unified force. This can be done through methods, channels, and activities all while using a media platform. The end goal of IMC is to get the brands message across to consumers in the most convenient way possible.


title: Advertising campaign

text: The advantage of using IMC is that it has the ability to communicate the same message through several channels to create brand awareness. IMC is the most cost-effective solution when compared to mass media advertising to interact with target consumers on a personal level. IMC also benefits small businesses, as they are able to submerge their consumers with communication of various kinds in a way that pushes them through the research and buying stages creating a relationship and dialogue with their new customer. Popular and obvious examples of IMC put into action are the likes of direct marketing to the consumer that the organization already has a knowledge that the person is interested in the brand by gathering personal information about them from when they previously shopped there and then sending mail, emails, texts and other direct communication with the person. In-store sales promotions are tactics such as ‘30% off’ sales or offering loyalty cards to consumers to build a relationship. Television and radio advertisement are also a form of advertising strategy derived from IMC. All of the components of IMC play an important role and a company may or may not choose to implement any of the integration strategies.


title: Advertising campaign

text: Media channels, also known as, marketing communications channels, are used to create a connection with the target consumer and influence the behavior. Traditional methods of communication with the consumer include newspapers, magazines, radio, television, billboards, telephone, post and door to door sales. These are just a few of the historically traditional methods.


title: Advertising campaign

text: Along with traditional media channels, comes new and upcoming media channels. Social media has begun to play a very large role in the way media and marketing intermingle to reach a consumer base. Social media has the power to reach a wider audience. Depending on the age group and demographic, social media can influence a company's overall image. Using social media as a marketing tool has become a widely popular method for branding. A brand has the chance to create an entire social media presence based around their own specific targeted community.


title: Advertising campaign

text: With advancements in digital communications channels, marketing communications allow for the possibility of two-way communications where an immediate consumer response can be elicited. Digital communications tools include: websites, blogs, social media, email, mobile, and search engines as a few examples. It is important for an advertising campaign to carefully select channels based on where their target consumer spends time to ensure market and advertising efforts are maximized. Marketing professionals should also consider the cost of reaching its target audience and the time (i.e. advertising during the holiday season tends to be more expensive).


title: Advertising campaign

text: In the rapidly changing marketing and advertising environment, exposure to certain consumer groups and target audiences through traditional media channels has blurred. These traditional media channels are defined as print, broadcast, out-of-home and direct mail. The introduction of various new modern-day media channels has altered their traditional advantages and disadvantages. It is imperative to the effectiveness of the Integrated Marketing Communication (IMC) strategy that exposure to certain demographics, consumer groups and target audiences is anticipated to provide clarity, consistency, and maximum communications impact.


title: Advertising campaign

text: Print media is mainly defined as newspapers and magazines. With the transition in around 2006 – 2016 to digital information on phones, computers and tablets, the main demographic that is still exposed to traditional print media is older. It is also estimated that there will be a reduction of print material in the coming years, as print media moves online. Advertisers need to consider this; in some cases, they could use this to their advantage. The advantages of newspaper advertising are that it is low cost, timely, the reader controls exposure, and it provides moderate coverage to the older generations in western society. Disadvantages are the aging demographic, short life, clutter and that it attracts less attention. Magazines are similar in some cases, but as they are a niche product they increase segmentation potential; they also have high information content and longevity. Disadvantages are that they are visual only, they lack flexibility and a long lead time for advertisement placement.


title: Advertising campaign

text: Traditional broadcast media's primary platforms are television and radio. These are still relatively prominent in modern-day society, but with the emergence of online content such as YouTube and Instagram, it would be difficult to anticipate where the market is headed in the next decade. Television's advantages are that it has mass coverage, high reach, quality reputation, low post per exposure and impacts human senses. Disadvantages would be that it has low selectivity, short message life and high production costs. Alternatively, radio offers flexibility, high frequency and low advertising and production costs. Disadvantages to radio are that its audio only, low attention-getting and short message.


title: Advertising campaign

text: This is a broad marketing concept that is no longer confined to large, static billboards on the side of motorways. More current and innovative approaches to OOH media range from street furniture to aerial blimps and the advance of digital OOH. As the world changes, there will always be new ways in which a campaign can revitalize this media channel. Its potential advantages are accessibility and reach, geographic flexibility and relatively low cost. Disadvantages to OOH media are that it has a short life, is difficult to measure/control and can convey a poor brand image.


title: Advertising campaign

text: Direct mail consists of messages sent directly to consumers through the mail delivery service. It is one of the more "dated" media channels. In the modern day it has few advantages, except that it can be highly selective, and has high information content. Disadvantages are that it promotes a poor brand image ("junk mail") and has a high cost-to-contact ratio.


title: Advertising campaign

text: When an organisation begins to construct their advertising campaign they need to research each and every aspect of their target market and target consumers. The target consumers (or "potential customers") are the people who are most likely to buy from an organisation. They can be categorized by several key characteristics: mainly gender, age, occupation, marital status, geographical location, behavioral, level of income and education. This process is called segmenting customers on the basis of demographics.


title: Advertising campaign

text: For a business to successfully find the appropriate target market for their products or services, it is important that they segment the market to better decide which customers to target. This is best done when the market is segmented into the four following areas: geographic, demographic, psychographic and behavioural.


title: Advertising campaign

text: Geographic segmentation involves the market being divided into different nations, regions, states, counties, cities, or neighbourhoods. Segmenting the target market geographically is effective as different areas have different needs, which can be affected by weather, fashion, etc.


title: Advertising campaign

text: Demographic segmentation separates the market into groups according to age, gender, family size, income, occupation, education, religion, nationality, and race. It is important to note that this is the easiest and least expensive way to segment the market, as the research has already been done.


title: Advertising campaign

text: Psychographic segmentation is the process of markets being divided into groups based on social class, personality characteristics, and values.


title: Advertising campaign

text: Behavioural segmentation "divides a market into groups based on consumer knowledge, attitude, use, or response to a product" (Krause, T. 2007). This is believed to be the best starting point, when a business is building a market segment. The behavioural segment is important because it focuses on why consumers consume products. For example, during Father's day and Mother's day, flowers were promoted due to the heavy demand of flowers during these holidays.


title: Advertising campaign

text: Defining the target market helps businesses and individuals design a marketing campaign. This in turn helps businesses and individuals avoid waste and get their advertisements to likely customers. While attempting to find the correct target market it is important to focus on specific groups of individuals that will benefit. By marketing to specific groups of individuals that specifically relate to the product, businesses and individuals will more quickly and efficiently find those who will purchase the product. Businesses and individuals that monitor their existing data (customer and sales data) will find it easier to define their target market, and surveying existing customers will assist in finding more customers. Avoiding inefficiencies when finding a target market is equally as important. Wasting time and money advertising to a large group of potential customers is inefficient if only a handful become customers. A focused plan that reaches a tiny audience can work out well if they're already interested in a product. Over time target markets can change. People interested today might not be interested tomorrow, and those not interested in the present time might become interested over time. Analysing sales data and customer information helps businesses and individuals understand when their target market is increasing or decreasing.


title: Advertising campaign

text: There are many advantages that are associated with finding a target market. One advantage is the "ability to offer the right product" (Suttle. R. 2016) through knowing the age and needs of the customer willing to purchase the item. Another advantage of target marketing assists businesses in understanding what price the customer will pay for the products or service. Businesses are also more efficient and effective at advertising their product, because they "reach the right consumers with messages that are more applicable" (Suttle. R. 2016).


title: Advertising campaign

text: However, there are several disadvantages that can be associated with target marketing. Firstly, finding a target market is expensive. Often businesses conduct primary research to find whom their target market is, which usually involves hiring a research agency, which can cost "tens of thousands of dollars" (Suttle, R. 2016). Finding one's target market is also time-consuming, as it often "requires a considerable amount of time to identify a target audience" (Suttle, R. 2016). Also focusing on finding a target market can make one overlook other customers that may be in a product. Businesses or individuals may find that their ‘average customer’ might not include those that fall just outside of the average customers "demographics" (Suttle, R. 2016), which will limit the sale of their products. The last disadvantage to note is the ethical ramifications that are associated with target marketing. An example of this would be a "beer company that may target less educated, poorer people with larger-sized bottles" (Suttle, R. 2016).


title: Advertising campaign

text: In advertising various brands compete to overtake the perceptual mapping in a consumers mind. Everyday consumers view advertising and rank particular brands compared to their competitors. Individuals rank these specific brands in an order of what is most important to them. For example, a person may compare brands of cars based on how sporty they think they look, affordability, practicality and classiness. How one person perceives a brand is different from another but is largely left to the advertising campaign to manipulate and create the perception that they want a consumer to envision


title: Advertising campaign

text: Positioning is an important marketing concept that businesses implement to market their products or services. The positioning concept focuses on creating an image that will best attract the intended audience. Businesses that implement the positioning concept focus on promotion, price, placement and product. When the positioning concept is effective and productive it elevates the marketing efforts made by a business, and assists the buyer in purchasing the product.


title: Advertising campaign

text: The positioning process is imperative in marketing because of the specific level of consumer-based recognition is involved. A company must create a trademark brand for themselves in order to be recognizable by a broad range of consumers. For example, a fast food restaurant positions itself as fast, cheap, and delicious. They are playing upon their strengths and most visible characteristics. On the other hand, a luxury car brand will position its brand as a stylish and expensive platform because they want to target a specific brand very different from the fast food brand.


title: Advertising campaign

text: For the positioning concept to be effective one must focus on the concepts of promotion, price, place and product.


title: Advertising campaign

text: There are three basic objectives of promotion, which include: presenting product information to targeted business customers and consumers, increase demand among the target market, and differentiating a product and creating a brand identity. Tools that can be used to achieve these objectives are advertising, public relations, personal selling, direct marketing, and sales promotion.


title: Advertising campaign

text: Price of an object is crucial in the concept of positioning. Adjusting or decreasing the product price has a profound impact on the sales of the product, and should complement the other parts of the positioning concept. The price needs to ensure survival, increase profit, generate survival, gain market shares, and establish an appropriate image.


title: Advertising campaign

text: Positioning a product is essential in the positioning concept. It is the process marketers use to communicate their products’ attributes to the intended target market. In order for products to be successful businesses must focus on the customer needs, competitive pressures, available communication channels and carefully crafted key messages.


title: Advertising campaign

text: Product Positioning presents several advantages in the advertising campaign, and to the businesses/ individuals that implement it. Positioning connects with superior aspects of a product and matches "them with consumers more effectively than competitors" (Jaideep, S. 2016). Positioning can also help businesses or individuals realise the consumer's expectations of the product/s they are willing to purchase from them. Positioning a product reinforces the companies name, product and brand. It also makes the brand popular and strengthens customer loyalty. Product benefits to customers are better advertised through positioning the product, which results in more interest and attention of consumers. This also attracts different types of consumers as products posse's different benefits that attract different groups of consumers, for example: a shoe that is advertised for playing sports, going for walks, hiking and casual wear will attract different groups of consumers. Another advantage of positioning is the competitive strength it gives to businesses/ individuals and their products, introducing new products successfully to the market and communicating new and varied features that are added to a product later on.


title: Advertising campaign

text: The Communication of processes diagram refers to the order of operation an advertising campaign pieces together the flow of communication between a given organisation and the consumer. The diagram usually flows left to right (unless shown in a circular array) starting with the source. An advertising campaign uses the communication process diagram to ensure all the appropriate steps of communication are being taken in order.


title: Advertising campaign

text: The source is the person or organisation that has a message they want to share with potential consumers. An example of this is Vodafone wanting to tell their consumers and new consumers of a new monthly plan.


title: Advertising campaign

text: The diagram then moves on to encoding which consists of the organisation putting messages, thoughts and ideas into a symbolic form that be interpreted by the target consumer using symbols or words.


title: Advertising campaign

text: The third stage in the diagram is channel message. This occurs when the information or meaning the source wants to convoy, is put into a form to easily be transmitted to the targeted audience. This also includes the method that communication gets from the source to the receiver. Examples of this is Vodafone advertising on TV, bus stops and university campuses as students may be the intended consumer for the new plan.


title: Advertising campaign

text: Decoding is the processes that the viewer interprets the message that the source sent. Obviously it is up to the source to ensure that the message encoded well enough so that it is received as intended.


title: Advertising campaign

text: The receiver is also known as the viewer or potential consumer. This is the person who interprets the source message through channeling whether they are the intended target audience or not. Every day we interpret different advertisements even if we are not the target audience for that advertisement.


title: Advertising campaign

text: In between these steps there are external factors acting as distractions, these factors are called noise. Noise distorts the way the message gets to the intended target audience. These distractions are from all other forms of advertising and communication from every other person or organisation. Examples of noise are State of mind, unfamiliar language, unclear message, Values, Attitudes, Perceptions, Culture and Knowledge of similar products or services to name a few forms of noise.


title: Advertising campaign

text: Finally there is the response or feedback. This is the receiver's reaction to the communication of message and the way they understood it. Feedback relates to the way sales react as well as the interest or questions that arise in relation to the message put out.


title: Advertising campaign

text: When considering touch points in an advertising campaign a brand looks Multisensory touch points. These touch points help the brand to develop a point of contact between themselves and the consumer. Modern day advancements in various forms of technology have made it easier for consumers to engage with brands in numerous ways. The most successful touch points are those that create value in the consumer and brands relationship. Common examples of touch points include social media links, QR codes, person handing out flyers about a particular brand, billboards, web sites and various other methods that connect the brand and consumer.


title: Advertising campaign

text: Multi sensory touch points are subconscious yet helps use to recognise brands through characteristic identified through human sensors. These characteristics could be shape, colour, textures, sounds, smell or tastes associated with a given brand. It is important for an advertising campaign to consider sensory cues into their campaign as market places continue to become increasingly competitive and crowded. Anyone of the given sensory characteristics may remind a person of the brand they best associate with. A prime example of this is Red Bull who use the colour, shapes and size of their cans to best relate their product to success and winning. A taller can looks like the 1st place podium when placed next to competitors, the design looks like the finish flag in racing representing winning. The opportunity for an advertising campaign to succeed is significantly increased with the use of multi sensory touch points used as a point of difference between brands.


title: Advertising campaign

text: Guerrilla marketing is an advertising strategy which increases brand exposure through the use of unconventional campaigns which initiate social discussion and "buzz". This can often be achieved with lower budgets than conventional advertising methods, allowing small and medium-sized businesses the chance to compete against larger competitors. Through unconventional methods, inventiveness and creativity, guerrilla marketing leaves the receiver with a long lasting impression of the brand as most guerrilla marketing campaigns target the receivers at a personal level, taking them by surprise and may incorporate an element of shock. Guerrilla marketing is typically executed exclusively in public places, including streets, parks, shopping centres etc., to ensure maximum audience resulting in further discussion on social media.


title: Advertising campaign

text: Guerrilla marketing is the term used for several types of marketing categories including street marketing, ambient marketing, presence marketing, alternative marketing, experimental marketing, grassroots marketing, wild posting, guerrilla projection advertising, undercover marketing and astroturfing.


title: Advertising campaign

text: Jay Conrad Levinson coined the term "Guerrilla Marketing" with his 1984 book of the same name. Through the enhancement of technology and common use of internet and mobile phones, marketing communication has become more affordable and guerrilla marketing is on the rise, allowing the spread of newsworthy guerrilla campaigns.


title: Advertising campaign

text: When establishing a guerrilla marketing strategy, there are seven elements to a clear and logical approach. Firstly, write a statement that identifies the purpose of the strategy. Secondly define how the purpose will be achieved concentrating on the key advantages. Next Levinson (1989) suggests writing a descriptive summary on the target market or consumers. The fourth element is to establish a statement that itemizes the marketing tools and methods planning to be used in the strategy (for example, radio advertising during 6.30am – 9am on weekday mornings or window displays that are regularly updated). The fifth step is to create a statement which positions the brand/product/company in the market. Define the brands characteristics and give it an identity is the sixth element. Lastly, clearly identify a budget which will be put solely towards marketing going forward.


title: Advertising campaign

text: For a successful overall guerrilla marketing campaign, combine the above steps with seven winning actions. These seven principles are commitment – stick to the marketing plan without changing it; investment – appreciate that marketing is an investment, consistency – ensure the marketing message and strategy remains consistent across all forms of, confidence – show confidence in the commitment to the guerrilla marketing strategy, patience – time and dedication to the strategy, assortment – incorporate different methods of advertising and marketing for optimum results, and subsequent – build customer loyalty and retention though follow up marketing post-sale.


title: Advertising campaign

text: Levinson suggests guerrilla marketing tactics were initiated to enable small businesses with limited financial resources to gain an upper hand on the corporate giants who had unlimited budgets and resources at their disposal. Large companies cottoned on to the success of guerrilla marketing and have had hundreds of effective attention grabbing campaigns using the strategies originally designed for smaller businesses with minimal marketing budgets.


title: Advertising campaign

text: Non-traditional, unconventional and shocking campaigns are highly successful in obtaining media coverage and therefore brand awareness, albeit good or bad media attention. However, like most marketing strategies a bad campaign can backfire and damage profits and sales. Undercover marketing and astroturfing are two type of guerrilla marketing that are deemed as risky and can be detrimental to the company.


title: Advertising campaign

text: "Advertising can be dated back to 4000 BC where Egyptians used papyrus to make sales messages and wall posters. Traditional advertising and marketing slowly developed over the centuries but never bloomed until early 1900s" ("What Is Guerrilla Marketing?", 2010). Guerrilla marketing are relatively simple, use tactics to advertise on a very small budget. It is to make a campaign that is "shocking, funny, unique, outrageous, clever and creative that people can’t stop talking about it" (Uk essays, 2016). Guerrilla marketing is different when compared to traditional marketing tactics (Staff, 2016). "Guerrilla marketing means going after conventional goals of profits, sales and growth but doing it by using unconventional means, such as expanding offerings during gloomy economic days to inspire customers to increase the size of each purchase" (Staff, 2016). Guerrilla marketing also suggests that rather than investing money, it is better to "invest time, energy, imagination and knowledge" (Staff, 2016) instead. Guerrilla marketing puts profit as their main priority not sales as their main focal point, this is done to urge the growth of geometrically by enlarging the size of each transactions. This all done through one of the most powerful marketing weapons around, the telephone. Research shows that it will always increases profits and sales. The term "guerrilla first appeared during the war of independence in Spain and Portugal at the beginning of the 19th century it can be translated as battle" (Uk essays, 2016). Even thou guerrilla marketing was aimed for small business; this did not stop bigger business from adopting the same ideology. "Larger business has been using unconventional marketing to complement their advertising campaigns, even then some marketers argue that when bigger business utilize guerrilla marketing tactics, it isn’t true guerrilla" ("What Is Guerrilla Marketing?", 2010). The reason being that larger companies have bigger budgets and usually their brands well established. In some cases, it is far riskier for a larger business to do guerrilla marketing tactics. Which can cause problem when their stunts become a flop when compared to smaller business, as they do not run as much risk, as most people will just write it off as another failed stunt. Many methods in guerrilla marketing consist of "graffiti (or reverse graffiti, where a dirty wall is selectively cleaned), interactive displays, intercept encounters in public spaces, flash mobs, or various PR stunts are often used."


title: Advertising campaign

text: Small business use social media as a form of marketing. "Collecting billions of people around the world through a series of status updates, tweets, and other rich media" ("Guerrilla Marketing Strategies for Small Businesses", 2013). Social media is a powerful tool in the world of business. Guerrilla marketing strategies and tactics are a great and cost effective way to generate" awareness for business, products and services. To maximize full potential of marketing efforts, it's to blend them with a powerful and robust online marking strategy with a marketing automation software" ("Guerrilla Marketing Strategies for Small Businesses", 2013). Which can boost small businesses. Guerrilla tactics consist of instruments that have effects on the efforts. Some instruments are usually there to maximize the surprise effect and some of these instruments mainly cutting advertising costs." Guerrilla marketing is a way of increasing the number of individuals exposed to the advertising with the cost of campaign. The instrument of diffusion helps to each a wide audience, which causes none or little cost because consumers (viral marketing) or the media (guerrilla PR) pass on the advertising message" ("Guerrilla Marketing: The Nature of the Concept and Propositions for Further Research", 2016). Guerrilla campaigns usually implement a free ride approach, this means that to cut their costs and increase the number of recipients simultaneously to maximize the low cost effect. For example, they will try to benefit from placing advertisements on big events e.g. sporting events. Guerrilla marketing was regarded to target existing customers rather than new ones, aiming to increase their engagement with a product and/ or brand. "When selecting audiences for a guerrilla message, a group that is already engaged with the product at some level is the best target; they will be quicker to recognize and respond to creative tactics, and more likely to share the experience with their friends, as social media has become a major feature of the market landscape, guerrilla marketing has shown to be particularly effective online. Consumers who regularly use social media are more likely to share their interactions with guerrilla marketing, and creative advertising can quickly go viral."


title: Laura Coates

text: Laura Coates is an American attorney and legal analyst for CNN. Since 2017, she has hosted a talk radio show, "The Laura Coates Show", on SiriusXM's Urban View. In January 2021, "The Laura Coates Show" moved to SiriusXM's POTUS.


title: Laura Coates

text: Coates graduated with a B.A. from the Princeton School of Public and International Affairs in 2001 after completing a 122-page-long senior thesis, titled "The Legacy of Southern Redemption: An Examination of Felon Disenfranchisement Policy," under the supervision of Russ Nieli.


title: Laura Coates

text: In 2005, she received her J.D. from the University of Minnesota Law School in Minneapolis, Minnesota.


title: Laura Coates

text: Coates began her legal career in Minnesota working as an associate attorney at the firm of Faegre & Benson. She left Faegre to become an associate at the New York City law firm of Kasowitz, Benson, Torres & Friedman.


title: Laura Coates

text: She moved from private practice to the United States Department of Justice as a federal prosecutor. She was a trial attorney in the Civil Rights Division of the Department of Justice during the Bush and Obama administrations, specializing in the enforcement of voting rights throughout the country. She was also an Assistant United States Attorney for the District of Columbia, prosecuting violent felony offenses, including drug trafficking, armed offenses, domestic violence, child abuse and sexual assault. She is not currently a practicing attorney and is on inactive status with the Office of Lawyer Registration at the Minnesota Supreme Court.


title: Laura Coates

text: In May 2016, she joined CNN as a legal analyst and is currently a CNN senior legal analyst. In 2019, Coates hosted two TV documentaries on the Oxygen Network.  The first, "The Disappearance of the Millbrook Twins", follows Coates as she investigates the disappearance of 15-year-old twins in Augusta, Georgia. She also hosted the mini-series documentary "Murder and Justice: The Case of Martha Moxley", investigating the death of 15-year-old Martha Moxley in Greenwich, Connecticut.


title: Laura Coates

text: Coates has written features and offering research to major publications, such as "The Washington Post" and the "Boston Herald". Her first book, published in January 2016, was a legal guide entitled, "You have the Right: A Constitutional Guide to Policing the Police". Coates' second book, "Just Pursuit: A Black Prosecutor's Fight for Fairness", was released in January 2022. It is about her experience as a black female federal prosecutor at the US Department of Justice.


title: Laura Coates

text: Coates is an adjunct law professor at the George Washington University School of Law and routinely speaks across the country on civil rights, social justice, economic empowerment and other topics.


title: Laura Coates

text: In July 2018, Coates was suggested by "Jeopardy!" host Alex Trebek as a possible replacement once his contract was completed.


title: Gregory Itzin

text: Gregory Martin Itzin (April 20, 1948 – July 8, 2022) was an American character actor of film and television best known for his role as U.S. President Charles Logan in the action thriller series "24".


title: Gregory Itzin

text: Itzin was born in Washington, D.C., the son of Evelyn Loretta (née Smith) and Martin Joseph Itzin. When he was in sixth grade, his family moved to Burlington, Wisconsin, where his father was mayor. Itzin originally intended to become a theater actor, receiving training at the American Conservatory Theater in San Francisco. He acted on many stages across the country.


title: Gregory Itzin

text: Itzin appeared in guest starring roles on various television shows like in the "MacGyver" episode "Final Approach" (1986). He received a Tony Award nomination for his role in the Pulitzer Prize–winning play "The Kentucky Cycle". In the movie "Airplane!", Itzin played Religious Zealot #1. He had a small role in "The A-Team" episode "Wheel of Fortune" as Howard, an accountant at a casino.


title: Gregory Itzin

text: In 2005, Itzin joined the cast of "24", halfway through its fourth season, in the recurring role as Vice President Charles Logan. By the following season the character had become President and was expanded to become one of the leading figures in the storyline. Itzin received an Emmy nomination for Outstanding Supporting Actor in a Drama Series for this performance. He didn't have to audition for the role, since he had previously auditioned for a role during the second season of the show, and knew one of the producers. Itzin returned for four episodes in season six. Itzin returned for a story arc during the eighth season of the show to help President Allison Taylor keep the Peace Treaty alive. This resulted in an Emmy nomination for Outstanding Guest Actor in a Drama Series. Somewhat coincidentally, before this role, Itzin played a Presidential Candidate in a commercial for cheese products, who was deemed a "doofus" for not liking cheese.


title: Gregory Itzin

text: In 2007, he made a guest appearance as William Adama, Dick Tracy, and a police officer at Randy's Halloween night in an episode of "Robot Chicken".


title: Gregory Itzin

text: Itzin has held recurring roles on popular TV series such as "Friends" as Theodore Hannigan, father of Mike Hannigan, "Murder One", "NCIS", and "The Mentalist". He played the head of the unit in the latter for 13 episodes, before leaving to return to "24" for its final season. Itzin also appeared on "Night Court", "Matlock", "", "Jake and the Fatman", "The O.C.", "Beverly Hills, 90210", "Judging Amy", "Boston Legal", "", "The Practice", "The Pretender" and the short-lived science fiction series, "Firefly". He also portrayed John Ashcroft in the 2003 television movie "". He had a recurring role on "Covert Affairs".


title: Gregory Itzin

text: Itzin made his first "Star Trek" appearance in 1993, in the "" episode "". He became a frequent "Star Trek" actor, playing five different roles in the various series over the years; his most recent "Trek" role was Admiral Black in "". He later guest starred on "DS9" again, in the sixth-season episode "Who Mourns for Morn?". He appeared as Doctor Dysek in the episode "" in the 7th season of "".


title: Gregory Itzin

text: Itzin was a special guest star on the Disney Channel hit show "Hannah Montana" in the season two episode "Test Of My Love" as a billionaire whose son becomes a romantic interest of Miley's. He hosted "ACME: This Week!" at the ACME Comedy Theatre on February 23, 2008, appearing in several sketches as well as a short film, "Law and Order: Really Special Victims Unit". Itzin had a recurring role in seasons 1–4 of USA Network's series, "Covert Affairs".


title: Gregory Itzin

text: On stage, he appeared in numerous theatrical venues across the country, and was a member of the Matrix Theatre Company in Los Angeles, where he acted in award-winning productions of "Waiting for Godot", "The Homecoming", and "The Birthday Party" (each earning him an L.A. Drama Critics Circle Award for performance). For his work in the Pulitzer Prize-winning "The Kentucky Cycle" — which he performed in the world premiere at the Intiman Theatre, Mark Taper Forum, the Kennedy Center, and on Broadway — he received Tony Award and Drama Desk Award nominations.


title: Gregory Itzin

text: He appeared on stage as Louis de Rougemont in the world premiere of Donald Margulies' "Shipwrecked! An Entertainment" at South Coast Repertory, and subsequently revived at the Geffen Playhouse.


title: Gregory Itzin

text: In 2010, he appeared as the Earl of Kent in the Antaeus Company's production of "King Lear." He won the L.A. Drama Critics Circle Award for this performance.


title: Gregory Itzin

text: He was in several radio plays with The L.A. Theatre Works, and played the Archbishop in the Hollywood Theater of the Ear's 2010 audio production of "Saint Joan".


title: Gregory Itzin

text: Itzin starred in "Fear and Loathing in Las Vegas" as a Mint Hotel clerk, who looked and sounded a lot like actor McLean Stevenson on "M*A*S*H". He played a psychiatrist in the Lindsay Lohan thriller "I Know Who Killed Me" and as a prison warden in "Law Abiding Citizen".


title: Gregory Itzin

text: Itzin had a "major heart attack" in 2015, but was able to continue acting. He died on July 8, 2022, at the age of 74 due to complications during an emergency surgery.


title: Oak apple

text: Oak apple or oak gall is the common name for a large, round, vaguely apple-like gall commonly found on many species of oak. Oak apples range in size from in diameter and are caused by chemicals injected by the larva of certain kinds of gall wasp in the family Cynipidae. The adult female wasp lays single eggs in developing leaf buds. The wasp larvae feed on the gall tissue resulting from their secretions, which modify the oak bud into the gall, a structure that protects the developing larvae until they undergo metamorphosis into adults.


title: Oak apple

text: Considerable confusion exists in the general literature between the oak apple and the oak marble gall. The oak marble is frequently called the oak apple due to the superficial resemblance and the preponderance of the oak marble gall in the wild. Other galls found on oak trees include the oak artichoke gall and the acorn cup gall, but each of these has its own distinctive form.


title: Oak apple

text: Some common oak-apple-forming species are the "Biorhiza pallida" gall wasp in Europe, "Amphibolips confluenta" in eastern North America, and "Atrusca bella" in western North America. Oak apples may be brownish, yellowish, greenish, pinkish, or reddish.


title: Oak apple

text: Oak galls have been used in the production of ink since at least the time of the Roman Empire. From the Middle Ages to the early twentieth century, iron gall ink was the main medium used for writing in the Western world.


title: Oak apple

text: Gall nuts are a source of tannin in the production of iron gall ink. Tannins belong to a group of molecules known as polyphenols and can be taken from different parts of plants such as leaves, pods, fruits, and gall nuts.


title: Oak apple

text: Along with gall nuts, other important ingredients in the production of iron gall ink include iron sulfate and gum arabic. The reaction between the tannins from the gall nut and the iron produces a complex that gives the iron gall ink its color. The gum arabic makes the ink more viscous and helps bind the ink to the writing surface.


title: Oak apple

text: It is said that if a "worm" is found inside the gall on Michaelmas Day, then the year will be pleasant and unexceptional, and if a spider is found, then it will be a bad year with shortages and ruined crops. If a fly is found inside, then it will be a moderate season, and if nothing is found, then serious diseases will occur all that year.


title: Oak apple

text: Oak Apple Day (or Royal Oak Day) is a former public holiday in England on 29 May that commemorated the Restoration of Charles II in 1660. The popular name refers to the event during the English Civil War when Charles hid in an oak tree. The commemoration persists in some areas today, although festivities have little to do with the Restoration.


title: LiveJournal

text: LiveJournal (), stylised as LiVEJOURNAL, is a Russian-owned social networking service where users can keep a blog, journal, or diary.


title: LiveJournal

text: American programmer Brad Fitzpatrick started LiveJournal on April 15, 1999, as a way of keeping his high school friends updated on his activities. In January 2005, American blogging software company Six Apart purchased Danga Interactive, the company that operated LiveJournal, from Fitzpatrick.


title: LiveJournal

text: Six Apart sold LiveJournal to Russian media company SUP Media in 2007; the service continued to operate out of the U.S. via a California-based subsidiary, LiveJournal, Inc., but began moving some operations to Russian offices in 2009. In December 2016, the service relocated its servers to Russia, and in April 2017, LiveJournal changed its terms of service to conform to Russian law. As with other social networks, a wide variety of public figures use the service, as do political pundits, who use it for political commentary, particularly in Russia, where it partners with the online newspaper "Gazeta.ru".


title: LiveJournal

text: The unit of social networking on LiveJournal is quaternary (with four possible states of connection between one user and another). Two users can have no relationship, they can list each other as friends mutually, or either can "friend" the other without reciprocation.


title: LiveJournal

text: The term "friend" on LiveJournal is mostly a technical term, but because it is emotionally loaded for many people, there have been discussions in such LiveJournal communities as "lj_dev" and "lj_biz" as well as "suggestions" about whether the term should be used this way.


title: LiveJournal

text: A user's list of friends ("friends list", often shortened to "flist") will often include several communities and RSS feeds in addition to individual users. Generally, "friending" allows a user's friends to read protected entries and causes the friends' entries to appear on the user's "friends page." Friends can also be grouped together in "friends groups," allowing for more complex behavior.


title: LiveJournal

text: As of 2014, LiveJournal in the United States had 10 million monthly uniques, 30 million monthly visitors, and 170 million pageviews.


title: LiveJournal

text: As with most weblogs, people can comment on each other's journal entries and create a message board-style thread of comments – each comment can be replied to individually, starting a new thread. All users, including non-paying users, can set various options for comments: they can instruct the software to only accept comments from those on their friends list or block anonymous comments (meaning only LiveJournal users can comment on their posts). They can also screen various types of comments before they are displayed, or disable commenting entirely. Users can also have replies sent directly to their registered e-mail address.


title: LiveJournal

text: In addition, LiveJournal acts as host to group journals, dubbed "communities" (frequently abbreviated as "comms"). Anyone who joins a community can make posts to it as they would on a regular journal; communities also have "maintainers", ordinary users who run the community and oversee membership and moderation.


title: LiveJournal

text: LiveJournal community is a collective blog in which different users can post messages. Users who are interested in a particular subject can find or create a community for this subject. All the users of the communities are divided into:


title: LiveJournal

text: Some areas of LiveJournal rely heavily on user contributions and volunteer efforts. In particular, the LiveJournal Support area is run almost entirely by unpaid volunteers. Similarly, the website is translated into other languages by volunteers, although this effort is running down due to a perceived lack of involvement from the LiveJournal administration.


title: LiveJournal

text: The development of the LiveJournal software has seen extensive volunteer involvement in the past. In February and March 2003, there was an effort, nicknamed the "Bazaar", to boost volunteer performance by offering money in return for "wanted" enhancements or improvements. The Bazaar was intended to follow a regular monthly pay-out scheme, but it ended up paying out only once, after which it was neglected by the management, and shut down one year later.


title: LiveJournal

text: Nowadays, voluntary contributions to the software are considered for inclusion less and less as the company has acquired more and more paid employees who focus on the organization's commercial interests. This has led to the formation of several forks, many of which introduce new features that users would like to see, especially features that are brought up repeatedly in LiveJournal's own "suggestions" journal.


title: LiveJournal

text: In some cases legal and administrative concerns have led LiveJournal to prohibit some people from volunteering.


title: LiveJournal

text: , 39,663,771 accounts exist on LiveJournal, with 1,790,795 listed as "active in some way." Of those users who provided their date of birth, the majority were in the 17–25 age group, with an exceptionally large group of 32-year-olds. Among the users specifying their gender in their profile, 45% of those accounts identified as male, and 55% as female. 20% of accounts did not specify a gender.


title: LiveJournal

text: LiveJournal is most popular in English-speaking countries (although there is a language selection feature), and the United States has by far the most LiveJournal users among users who choose to list a location. There is also a sizable Russian contingent. LiveJournal is the largest online community on the Runet, with about 45% of all entries in the Russian blogosphere.


title: LiveJournal

text: Frank the Goat is LiveJournal's mascot. During the early years of the site, Frank was treated like an actual living being by much of the LiveJournal userbase, and his brief "biography" as well as his "journal" reflect this.


title: LiveJournal

text: Sometimes, callers to LiveJournal's Voice Post service are informed "Frank the Goat appreciates your call." This occurs randomly.


title: LiveJournal

text: A weekly comic about Frank, written and drawn by cartoonist Ryan Estrada, was updated every Thursday on the "Frank: The Comic Strip" community on LiveJournal. As of July 2009 the community has roughly 8,000 members, and was watched by more than 7,000 LiveJournal users.


title: LiveJournal

text: Beginning at the end of January 2010, LiveJournal's weekly news posts included references to Frank's life, becoming works of short fiction at the end of February. These pieces are often tied to weekly virtual gift promotions, where commenters that meet a certain criterion will receive a free v-gift sent by Frank.


title: LiveJournal

text: LiveJournal provides an option intended to reduce the chances of search engines indexing a journal; however, the only way to make it completely impossible for such indexing to occur is to set the entry security to "friends only" or higher when first posting the entry. If an entry is first posted publicly, and then edited to reflect a higher security level, it may have already been indexed by a search engine in the time between the security edit. The popular "friends only" security option, which has since been adopted by Xanga and Myspace, hides a post from the general public so that only those on the user's friends list can read it. Some users keep all their posts friends-only (except for a single post explaining that the journal is friends-only). Still, such features as tags and userpics cannot be hidden. LiveJournal also allows users to create custom user groups within their group of friends to further restrict who can read any particular post, and to allow reading of subsets of a user's friends list.


title: LiveJournal

text: LiveJournal additionally has a "private" security option which allows users to make a post that only the poster can read, thus making their LiveJournal a private diary rather than a blog. It is also possible to choose a default security setting for one's journal, so that all entries are posted at that security level by default even if one forgets to alter the security setting at the time of posting.


title: LiveJournal

text: Users may restrict who can comment on their posts in addition to who has the ability to read their posts. Comments on a given entry may be allowed from anyone who can read the entry or restricted. Commenting may be restricted by disabling commenting altogether or by screening comments. Screened comments are visible only to the original posters until the journal owner approves the comment. These restrictions can be applied to just anonymous users, users who aren't listed as a friend, or everyone. The IP address of commenters can be logged as well if the journal owner wishes to enable it.


title: LiveJournal

text: An option allows users to hide their "friend of" list from public view, but leaves the list visible to the user. In this case, only the friends list is shown. When "friend of" is allowed, journal accounts who have friended the user and who are also friended are listed in neither "friend of" nor 'friend", but rather a third category, "mutual friends". This was eventually made a separate option, like the "friend of" list, and reworded so that the lists would have to be selected to include them in a profile, rather than to select an option to remove them.


title: LiveJournal

text: LiveJournal lists that users can hide communities from their profile page by not friending them (friended communities are "watched") and by either banning the community from posting in their journal (which has no effect since they cannot anyway, but does remove them from the "member of" list) or by removing the "friend of" list, which removes the "member of" list in addition to the "friend of" list.


title: LiveJournal

text: LiveJournal allows paid account users to change privacy settings on past entries in bulk. Basic and plus accounts do not have an official web-based method, and normally must manually change such settings one by one; some third party clients, such as Livejournal Visibility Changer, provide this functionality for non-paid users.


title: LiveJournal

text: Communities can also be private, with moderated or closed membership, when community holders give users different level of access to the content, based on the information about the user.


title: LiveJournal

text: While LiveJournal permits adult-oriented content, it is a user's responsibility to mark content as inappropriate for minors. There are two types of adult content:


title: LiveJournal

text: Labeling as adult material does not convey in any way that this content is considered obscene, in the legal definition of the term. Such content should be marked in order to be shown only to users whose birth dates on their user information page indicate that they are over the age of 18. At the same time the user itself can set own preferences in viewing adult content settings in order not to receive such materials. All users are defaulted to "Moderate Filtering" in the "Safe Search Filter", but can change this option.


title: LiveJournal

text: It is written in the LiveJournal rules that if the content is reported as being offensive or inappropriate, LiveJournal has the right to flag, restrict access, or delete it at any time without notice.


title: LiveJournal

text: Oh No They Didn't, also known as ONTD, is the most popular community on LiveJournal, with over 100,000 members. The community's primary interest is celebrity gossip, and most of its posts are taken and sourced from other gossip blogs. At the end of January 2009, "Oh No They Didn't!" was the first LiveJournal to surpass 16,777,216 comments (2), effectively breaking LiveJournal's previously undocumented limit on comments. This resulted in almost a week of downtime for the community, while LiveJournal worked to fix the issue.


title: LiveJournal

text: In April 2010, the Oh No They Didn't community was moved to its own database cluster to improve site performance for all users, due to its size and the amount of traffic it was receiving.


title: LiveJournal

text: He sold the company to Six Apart in 2005. Rumors of the impending sale were first reported by Business 2.0 journalist Om Malik in January, 2005. Fitzpatrick confirmed the sale, and insisted the site's core principles would not be discarded by the new ownership.


title: LiveJournal

text: In August 2007, Fitzpatrick left to work for Google. He continued to serve on the Advisory Board of LiveJournal, Inc until it was retired in June 2010.


title: LiveJournal

text: LiveJournal became extremely popular in Russia. The Russian translation of LiveJournal – ЖЖ ("ZheZhe", which stands for Живой Журнал) – has become a genericized trademark for blogging in Russia, and the community boasts something close to 700,000 Russian LiveJournals, perhaps 300,000 of them active.


title: LiveJournal

text: Six Apart licensed the LiveJournal brand to the Russian company SUP Media in August 2006. The deal was brokered with Fitzpatrick's assistance, but expatriated Russians have expressed concerns, citing links between the company and state security. Some have also worried that SUP's purchase of the community was less to make a profit and more to curtail or even dissolve the strong independent Russian blogging community, silencing dissent the government found inconvenient. These concerns started with the licensing deal, and have grown with the announcement of LiveJournal's sale to SUP Media in December 2007.


title: LiveJournal

text: In a March 2008 interview, Anton Nosik, an advisor to SUP Media, accused LiveJournal users of "trying to scare and blackmail us, threatening to destroy our business," and said that a large class of users are on LiveJournal only to harm it and its owners; "their goal is to criticize, destabilize and ruin our reputation." Nosik said his likely reaction to such pressure would be to retaliate against the users rather than bowing to their pressure.


title: LiveJournal

text: Despite stating that LiveJournal would maintain the majority of its operations in the United States via the local subsidiary LiveJournal, Inc., in January 2009 SUP laid off some employees and moved product development and design functions to Russia. In December 2016, LiveJournal moved to servers hosted in Russia, and in April 2017 it changed its terms of service to conform to Russian law and to be written (in their official form) only in Russian.


title: LiveJournal

text: From September 2, 2001, until December 12, 2003, the growth of LiveJournal was checked by an "invite code" system. This curbing of membership was necessitated by a rate of growth faster than the server architecture could handle. New users were required to either obtain an invite code from an existing user or buy a paid account (which reverted to a free account at the expiration of the period of time paid for). The invite code system serendipitously reduced abuse on the site by deterring people from creating multiple throw-away accounts. The invite code system was lifted after a number of major improvements to the overall site architecture.


title: LiveJournal

text: Elimination of the invite code system was met with mixed feelings and some opposition. LiveJournal's management pointed out that the invite code system had always been intended to be temporary.


title: LiveJournal

text: The dual usage of "friends" as those whose journals one reads, and those one trusts to read one's own journal, has been criticized for being at odds with everyday use of the term. The individual users on a user's friends list may contain a mixture of people met through real world friendships, online friendships and general interests, as well as courtesy friendships where a user has "friended" someone who friended them. A friends list may represent something entirely unrelated to social relationships, such as a reading list, a collection or a puzzle.


title: LiveJournal

text: The difference between online and real-world friendships is sometimes a source of conflict, hurt feelings, and other misunderstandings. LiveJournal friendships are not necessarily mutual; any user can befriend or "defriend" any other user at any time.


title: LiveJournal

text: In the Russian LiveJournal community, the word френд ("friend", an English borrowing) is often used to describe this relationship instead of the native Russian word "друг" ([ drug ]) that translates to "friend".


title: LiveJournal

text: The Dreamwidth code fork of LiveJournal has split the 'friend' concept into its two component pieces of subscription and access.


title: LiveJournal

text: As LiveJournal has grown, it has had to deal with issues involving the content it hosts. Like most web logging hosts, it has adopted a basic Terms of Service. The Terms of Service simultaneously expresses a desire for free speech by the users while outlining impermissible conduct such as spamming, copyright violation, harassment, "etc". LiveJournal created an Abuse Prevention Team and processes to handle claims about violations of the Terms of Service, violations of copyright, violations of the law, and other issues. There is an ability for a user to report an entry as "spam", and it is a user's responsibility to separate spamming and bot activity from actual violations while reporting.


title: LiveJournal

text: If the Abuse Prevention Team determines that a violation has occurred, the user will be either required to remove the infringing material (as in the case of copyright violations); the journal will be suspended until such time as the material can be removed (e.g., posting of home addresses or other various contact information of another); or, in cases of severe or multiple violations, the journal will be suspended (e.g., account hijacking, multiple instances of copyright violation, child pornography). The offending user is notified by email of any journal suspension or, if any offending material must be removed, the user is given a deadline for its removal. When a journal is suspended, it effectively removes from sight everything the user has written on LiveJournal, including comments in other people's journals; however, the user is able to download the material while suspended. Those suspended users who have paid for LiveJournal's service do not have payments refunded.


title: LiveJournal

text: A small controversy arose in November 2004 when a policy document used by the Abuse Prevention Team was leaked to a group of its critics before it was due to be released. The policy document has since been officially released.


title: LiveJournal

text: Another controversy arose when users complained after an unknown number of users were asked to remove default user pictures containing images of breast feeding that were considered inappropriate as they contained a view of nipples or areolae. The incident attracted the attention of breast feeding advocacy groups such as Pro-Mom who publicized the issue to gain larger media awareness. LiveJournal responded by changing the FAQ on appropriate content for default user pictures. The current FAQ 111 says that nudity is not appropriate in "default" user pictures; the original FAQ 111 said that graphic sexual content was not appropriate. Breastfeeding pictures were not restricted by the original FAQ, and the current FAQ reflects the fact that they are only restricted from use as a default user picture. Breastfeeding pictures are still allowed as user pictures that may be manually chosen while posting but may not be the default.


title: LiveJournal

text: In January 2006 the site had to make emergency changes to the way the site hosts user accounts due to a web browser-side security vulnerability. The hacker group responsible was later identified as "Bantown". Approximately 900,000 accounts were at risk.


title: LiveJournal

text: In April 2006, LiveJournal announced it was introducing a new user type that gave free users some of the features available to paid members in exchange for ad sponsorship. This user type was initially called Sponsored+, but was later renamed to Plus.


title: LiveJournal

text: This announcement was met with a whirlwind of controversy. Between April 2004 and January 2005, one of LiveJournal's Social Contract promises stated the site would, "Stay advertisement free." The Social Contract went on to say, "It may be because it's one of our biggest pet peeves, or it may be because they don't garner a lot of money, but nonetheless, we promise to never offer advertising space in our service or on our pages."


title: LiveJournal

text: Another ad-related controversy occurred in June 2006, when ads for Kpremium began installing malware and triggering pop-up ads on Australian and Western European users' computers, against the LiveJournal ad guidelines. LiveJournal responded by removing the advertisement from the website and issuing an apology to its users.


title: LiveJournal

text: In March 2008, LiveJournal discontinued the ability for new users to select the "basic" level of journal, which allowed for a minimal set of features with no advertising at no cost. However, in August of the same year, the company reversed the decision, reviving "basic" service as a manual, post-registration downgrade. However, the resumed basic service level is no longer ad-free: advertisements are displayed when readers who are not logged into livejournal view postings on a basic account.


title: LiveJournal

text: Advertisement in LiveJournal is based on the user's preferable categories, gender, age, location, interests, or a small portion of public page contents. Ads are targeted according to information about the author, the viewer, and LiveJournal's ad preferences as a whole. Users can choose the preferences in their settings among five or more categories of advertising, including Art & Humanities, Cars & Wheels, Books & Reading, Charities, Home & Hobbies, Housing, Internet & Media etc.


title: LiveJournal

text: As part of changes made in April 2017, Livejournal eliminated the ability of paid contributors to prevent ads being shown to their readers. Instead, LiveJournal began showing ads on all pages, including postings by paid contributors, unless the reader of the page was also a logged-in paid contributor.


title: LiveJournal

text: In May 2007, LiveJournal suspended approximately 500 accounts and communities, causing what CNET referred to as a "revolt" from "thousands of LiveJournal customers", after a number of activist groups, including one named Warriors for Innocence, reported pedophilic material on its website.


title: LiveJournal

text: According to Six Apart chairman and chief executive Barak Berkowitz, "We did a review of our policies related to how we review those sites, those journals, and came up with the fact that we actually did have a number of journals up that we didn't think met our policies and didn't think they were appropriate to have up". In a subsequent posting to the LiveJournal news community, he apologized, discussed some of the circumstances behind the suspensions, and indicated that the suspended journals would be reviewed and potentially brought back online. In particular, he noted that Livejournal's normal practice of reviewing suspensions and notifying suspended account holders had not been followed:


title: LiveJournal

text: <nowiki>[T]hese</nowiki> journals were suspended for easily correctable problems <nowiki>[...] [T]his</nowiki> was not communicated to the journal or community owners at all.


title: LiveJournal

text: <nowiki>[T]hese</nowiki> journals were taken down before review could be completed to avoid mistakes.


title: LiveJournal

text: Most of the backlash was from fan fiction writers whose communities and personal journals were among those suspended, seemingly because they listed interests such as "incest" or "non-con" (short for non-consensual). Although these communities did not necessarily encourage illegal behavior, it has been reported that there was no further investigation into the content of these journals.


title: LiveJournal

text: Beyond merely fan communities, many were initially upset that communities entirely unrelated to anything but the discussion, sometimes therapeutic and other times literary, of rape or child molestation were among those suspended.


title: LiveJournal

text: On May 31, 2007, Berkowitz released a statement to the LiveJournal news community announcing that Six Apart was currently in the process of unsuspending about half of suspended journals. The journals being reinstated fell into fandom or fiction categories or were journals that were suspended for problems related only to the contents of their profiles. In an earlier interview with news.com, he had stated that he would be "shocked" if "more than a dozen" journals would be reinstated.


title: LiveJournal

text: On July 19, 2007, Abe Hassan at LiveJournal released a statement clarifying LiveJournal's suspension policies. A further statement was made on August 7, 2007.


title: LiveJournal

text: As previously announced, SUP Media, the latest owners of LiveJournal, decided to create an advisory board to help it make decisions. The first members were distinguished people in the areas of law and technology, danah boyd, Esther Dyson, Lawrence Lessig, and the original LiveJournal founder, Brad Fitzpatrick. SUP announced two other members would be appointed from the LiveJournal userbase, one Russian and one English speaking. The English speaking election was marred with accusations of ballot stuffing, conflicts of interest, and multiple death threats. The developer who wrote the poll software running the election called the ballot stuffing plausible.


title: LiveJournal

text: LiveJournal was the victim of several DDoS attacks in 2011. The first attack on March 30 took down the site for several hours. The attack is reported to be the largest DDoS attack against LiveJournal since the site's creation. A second attack continued through April 4 and 5, causing service disruption for some users. A third attack in July caused the site to be unavailable for several hours at a time for a week. On December 2, 2011 another attack was recorded, with LiveJournal's status blog acknowledging it as such. Of the attacks, Russian president Dmitry Medvedev commented in April 2011 that "what has occurred should be examined by LiveJournal's administration and law enforcement agencies."


title: LiveJournal

text: In October 2018, Troy Hunt, creator of the Have I Been Pwned? site, tweeted that he was getting multiple independent reports that email addresses and passwords from the LiveJournal user database were being used in a scam email campaign.


title: LiveJournal

text: In May 2020, admins at Dreamwidth reported that they had repeatedly warned LiveJournal of an apparent breach with exposure of LiveJournal passwords, dating back to 2017 or 2014, but that LiveJournal had declined to disclose this to their users.


title: LiveJournal

text: This information was also passed on to (or somehow otherwise received by) the MyIDCare website (url=https://opm.myidcare.com), a site that was created in 2015 for Federal employees or retirees, who were given free lifetime monitoring to this service by the Office of Personnel Management (the "opm" in the URL), an agency of the Federal Government, after the personal information of millions of people was compromised in a major data breach involving approximately 21,500,000 records in that year (which was made even more serious by the fact that some of the compromised data included information such as fingerprints, which helped this breach gain national attention. The MyIDCare site sent out an alert (dated May 22, 2020) to their previously registered users about a potential data breach at LiveJournal and requested that users change their passwords to protect those accounts against potentially fraudulent activity.


title: LiveJournal

text: In 2007 Russian blogger Savva Terentyev was accused of fomenting social hatred to the staff of the Ministry of Internal Affairs and sentenced to one year probation due to his comment in the blog of a local journalist.


title: LiveJournal

text: Later another number of individuals were accused of calling for extremist activity, libel and incitement of interethnic hatred.


title: LiveJournal

text: In May 2007, the Chinese government began blocking LiveJournal. According to SixApart, there were 8,692 self-reported Chinese bloggers on the site.


title: LiveJournal

text: In October 2010, LiveJournal was blocked in Kazakhstan by court order due to blogs containing extremist content. In March 2012, Uzbekistan began blocking LiveJournal. Although the home page and many of the advertised articles remained accessible, blogs contributed by certain well-known authors couldn’t be accessed from Uzbekistan.


title: LiveJournal

text: On April 4, 2017, LiveJournal significantly modified its terms of use, making the service subject to Russian law. The new terms prohibit users from posting "advertising and/or political solicitation materials" or performing any actions "contradictory to the laws of the Russian Federation". The terms also state that users are subject to Article 10.2 of the Federal Act of the Russian Federation No. 149, which dictates that blogs with more than 3,000 daily visitors are classified as media outlets and may not be published anonymously, are responsible for the dissemination of unverified information, and are restricted from posting pornography, obscene language, or "extremist materials". Western media have described these laws as "draconian" and restricting free expression.


title: LiveJournal

text: Additionally, only the Russian-language version of the terms of service are considered legally binding. The new terms prompted wide concern from users who believed that their content would now be targeted under Russian censorship policies, including the country's "gay propaganda" law. This prompted an "exodus" to alternate platforms of groups who either support LGBT rights or wished to continue discussing those topics.


title: LiveJournal

text: The software running LiveJournal is primarily written in Perl. It was open source software under the GNU General Public License until 2014, when LiveJournal closed their official source code repository to the public; the license continues to apply to the old code from before this change. Because it was open source software, many other communities have been designed using the LiveJournal software or code forks of it, with features and formats similar to LiveJournal itself, including Dreamwidth, InsaneJournal, DeadJournal and GreatestJournal (defunct). However, they often have different terms of service than LiveJournal's, making them attractive to users who have become disenchanted with LiveJournal's rules and wish to move their journals to other hosts.


title: North American English

text: North American English (NAmE, NAE) is the most generalized variety of the English language as spoken in the United States and Canada. Because of their related histories and cultures, plus the similarities between the pronunciations (accents), vocabulary, and grammar of American English and Canadian English, the two spoken varieties are often grouped together under a single category. Canadians are generally tolerant of both British and American spellings, with British spellings of certain words (e.g., "colour") being favored in more formal settings and in Canadian print media; for some other words the American spelling prevails over the British (e.g., "tire" rather than "tyre").


title: North American English

text: Dialects of American English spoken by United Empire Loyalists who fled the American Revolution (1775–1783) have had a large influence on Canadian English from its early roots. Some terms in North American English are used almost exclusively in Canada and the United States (for example, the terms "diaper" and "gasoline" are widely used instead of "nappy" and "petrol"). Although many English speakers from outside North America regard those terms as distinct Americanisms, they are just as common in Canada, mainly due to the effects of heavy cross-border trade and cultural penetration by the American mass media. The list of divergent words becomes longer if considering regional Canadian dialects, especially as spoken in the Atlantic provinces and parts of Vancouver Island where significant pockets of British culture still remain.


title: North American English

text: There are a considerable number of different accents within the regions of both the United States and Canada. In North America, different English dialects of immigrants from England, Scotland, Ireland, and other regions of the British Isles mixed together in the 17th and 18th centuries. These were developed, built upon, and blended together as new waves of immigration, and migration across the North American continent, developed new dialects in new areas, and as these ways of speaking merged with and assimilated to the greater American dialect mixture that solidified by the mid-18th century.