Ethics of Marketing to Schools in America Essay Example for Free

Ethics of Marketing to Schools in America Essay Public schools across America are struggling with their budgets and looking to outside corporations for help. Conveniently, private corporations realize the potential buying power of students and have decided that elementary schools are the best channel to reach them. It has become routine for corporations to market there products in schools, and in exchange these schools receive various financial benefits. This new partnership has become the focus of much controversy as 80% of Americans feel that corporations should have no place in schools (). The two most cited concerns are the health of children and the growing commercialization of schools. This paper looks at this issue in detail by answering the following two questions. Is it ethical for corporations to market products in schools? What is the most socially responsible course of action for corporations to take? This paper will use a utilitarian and distributive justice framework to prove that marketing in schools is unethical and propose that the most ethical arrangement is to make schools commercial-free zones. This paper will also discuss the issue of corporate social responsibility through shareholder and stakeholder lenses to prove that there is a strong business case for corporations to? Children in schools are marketed to in a variety of ways. Schools can participate in incentive programs where a school receives funds to take part in a specific activity such as collecting box tops (). Some corporations offer free educational materials to schools that promote their corporate message. Pepsi encourages a thirst for knowledge on a popular textbook cover(). Each year over half of the students in schools in the United States receive free textbook covers(). McDonalds, Burger King and Dominos sponsor reading projects in schools with free meals(). Other schools receive free electronic equipment like computers and satellites for participating in programs like channel one. This is an arrangement where school receive free electronic equipment for having their students watch a 10 minute broadcast of which 2 minutes are corporate sponsored commercials (). All of these marketing techniques pose there own unique ethical dilemmas, however the most controversial type of marketing in schools today is the use of exclusive agreements. This is when corporations give schools a percentage of their profits in exchange for the right to be the sole provider of a product or a service(). The most prominent example of this is the soft drink company, Coca-Cola and their exclusive distribution rights with schools. As a result, Coca-Cola advertisements have become the most visible types of advertisements in schools today (). A US National School Health Policies study found that students could purchase soft drinks in 60% of elementary schools and 83% of middle schools (). Of these schools over 85% were under an exclusive contract with the Coca-Cola company (). For the aforementioned reasons the remainder of this paper will use the soft drink giant Coca Cola as a symbol to make it easier to understand the larger debate of marketing in elementary schools. A deontological framework can not determine whether this issue is ethical or unethical. In 1990 under $100 million was spent on advertising targeted at kids, just a decade later that number was up more than twenty times to over $2 billion (). This large increase in spending indicates that there is a strong motivation for corporations to market to youth. One way to determine if marketing in schools is ethical is to deconstruct these motivations through a deontological framework. The motivation for companies to market in schools could be a philanthropic opportunity to contribute to education. However, I do not believe this because companies like Coca-Cola make schools sign exclusive agreements, which means that they block competition and are profitable. I believe the main motive for companies to market to youth is to make money. Marketing to students in schools is an effective strategy as it reaps both short and long term rewards. Children in elementary schools have a lot of spending power. Kids ages 4-12 spend $40 billion each year (). Furthermore, these same kids influence $600 billion of household spending (). It is wise for companies to try to earn a share of this large market. Surprisingly, the sales of sodas in schools account for a miniscule slice of soda sales worldwide, less than 1 percent of sodas 66billion dollar industry (). Clearly profit in the short run is not the main motivating factor for companies like Coca-Cola. Marketing in public elementary school promises long run benefits. Soft drink companies can create brand loyalty with their consumers at an early age. In other words, they foster and retain a captive audience for its products. If you consider the cutthroat competition among soft drink makers for customers, this brand loyalty becomes a vital business pursuit. A deontological framework can better help us deconstruct the ehics of marketing to youth purely for financial reasons. Specifically, this paper will employ some of W. D. Ross duties. It can be argued that marketing in schools violates the duty of non-malefiicence (to do no harm). Some children will substitute a nutritious meal for a sugar laden soda. That is harmful to their health. Marketing in schools also violates the duty of gratitude. It does not thank customers for their business by protecting their health. Instead, companies like Coca-Cola continue to aggressively market their unhealthy product to vulnerable youth. On the other hand, if one considers a corporation a person, then a corporation fulfils Rosss duty of self-improvement by marketing in schools. It improves its own condition by increasing its profits in the short and the long run. Additionally, if a company honestly abides by the contract it signs with a school then it is upholding Rosss duty of fidelity. The framework of deontology is inadequate to determine the ethics of marketing in schools because it presents us with conflicting duties and no hierarchy to put them into. There is an incompatible difference between the various duties. However, this situation did not become controversial simply because some believe that a corporation might have bad ethics, instead people are worried about the consequences of marketing in schools. A utilitarian framework shows us that marketing in schools is unethical. Marketing in elementary school is controversial because it offers many direct benefits to schools, but negatively impact students. Through a utilitarian framework this paper will deconstruct the pros and cons of the scenario to determine whether marketing in schools is ethical. This paper will conduct a cost-benefit analysis to determine what results in the greatest good for the greatest number of people. The main players that benefit in this scenario are schools, shareholders of the Coca-Cola company, and employees. All of these players benefit in financial terms. Vending machines are a valuable source of revenue for schools. They support programs that might otherwise go unfunded. Elementary schools have reason to be concerned about their finances, the state of California cut the elementary school budget by $10 billion dollars in 2003 (). If a school district signs an exclusive contract with a soft-drink company it can generate an additional $3 million per year (). School districts receive all of this money for virtually no additional work on there part. This is why the cliche that: one day our schools will have all the money they need, and the Air Force will have to hold a bake sale to buy a bomber could become true (). Company shareholders benefit in the long run if we assume that marketing in schools create brand loyalty among consumers. Company employees also benefit from the sales of sodas in schools, simply because their company is continuing to be competitive in the marketplace and provide work for them. However, the positive impact of selling sodas in schools impacts company employees considerably less than other players in this scenario, because these employees will not be receiving a pay raise as a result of this practice. While there are some positive effects of marketing in schools, I feel that the cons greatly outweigh the benefits. Students bear the burden of the negative effects of marketing in schools. Marketing to youth perpetrates problems of childhood obesity, materialism, eating disorders, violence, and family stress (). This is especially problematic because children are more cognitively immature and prone to believe that products marketed in school carry their schools endorsement. For instance, if a school sells soda it signifies that it is acceptable to consume drinks that are high in sugar and have poor nutritional quality. A childs health is not an acceptable trade-off for increased revenues. Childhood obesity is an epidemic in America. One-quarter of children in the United States are overweight which means they are at risk for lifelong health problems such as diabetes, high blood pressure, and cavities (). Competitors also suffer in this scenario because ? exclusive agreements create a monopoly on a school and therefore promote unfair competition and can charge whatever price they want. The difficulty of examining ethics from a utilitarian perspective is that is impossible to predict the future. It is not clear how much the financial revenue schools gain from executive agreements helps them to fulfill their purpose of teaching. It is also not clear how high the correlation is between marketing in schools and negative outcomes like obesity. What is known is that most of the negative consequences (and there are a lot of them) fall on the shoulders of the students. Having the burden of this issue fall on the shoulders of millions of students nationwide is bad for society as a whole. Children need to be educated in a healthy atmosphere so that they can become productive members of society one day. It is detrimental to the future if children are not provided with the best learning environment possible. The best learning environment possible is one that is free from commercial influences. The Distributive Justice framework shows that monopolies are unethical. According to John Rawls we should determine ethical dilemmas like whether marketing in schools is ethical by making the decision from behind a veil of ignorance. The distributive justice framework tries to ensure that the interests of the worst off in society are considered. According to this theory, students well-being should be put before business interests because students are the most vulnerable group in this scenario. However, there is an inherent conflict of interest within this framework. Corporations believe that marketing in schools is ethical because they are exercising their 1st amendment right to free speech. Everybody has this right, thus they are utilizing the equal liberty principle: equal rights to liberties as long as all may be provided such liberties. The problem is that not even all corporations are being provided the liberty of free speech. As previously mentioned Coca Cola has an exclusive agreement with 85% of elementary schools in America, this is just a nice way to say that Coca Cola has a monopoly on the elementary school market (). Companies that engage in exclusive distributive contracts are trying to block competitors. They can not justify this action on the ground that they need to do this to spur innovation, they want a monopoly so they can control the school market. Thus the difference principle comes into play because the inequality that these companies are creating in the market place needs to be addressed. The most ethical thing to do is to make schools commercial free zones. Marketing in schools is unethical. The most ethical thing to do is to make elementary schools commercial-free zones. Students should be able to pursue learning free of commercial influences and pressures. Eighty percent of adults in the United States agree that schools should be commercial-free zones as well (). While this may be the most ethical course of action, it seems highly unlikely as marketing in schools has become entrenched. Schools continually need more money and the government is unable to provide it. If marketing in schools must continue at the very least it should be regulated. It does not seem probable that the industry will regulate itself, so it should be subject to more government oversight. Right now there is very little the government has done to restrict marketing in schools. Laws forbidding it are perceived to be a breach of the 1st amendment. A study found that only nineteen states currently have statues or regulations that address school-related commercial activities (). This number includes states that have statues that encourage commercial activities. The government should establish an independent commission to regulate marketing in public schools. This agency should make regulations that encourage schools to provide a healthy learning environment for students. The agency could regulate the sale of foods high in fat, sodium, and sugars. For example, it could decide that vending machines can not be stocked with sodas; however juices (100%) and water could still be sold. There would be greater social acceptance of this issue if it were implemented more appropriately. The business case for CSR prevails. This paper has established that the most ethical thing for corporations to do is to stop marketing to students in schools, or at the very least to regulate what they market to children. If a company were to stop marketing to children for the aforementioned ethical considerations it would be following a normative line of reasoning. The company would be interested in doing the right thing for society with little regard for how the proposition would effect its own bottom line. While I would applaud its efforts on a moral basis, this would be a very poor reason to engage in Corporate Social Responsibility. There needs to be a business incentive for corporations to engage in Corporate Social Responsibility. A company has to be successful financially if it is going to survive in the long run. However, there is always a business case for corporate social responsibility with respect to companies that sell consumer products. In the long run the closer a company aligns with the values of society the more successful it will be. Good ethics and good business are mutually reinforcing. In this case 80% of society wants commercial-free schools or at least commercialism that is regulated. It is socially responsible for a company to accommodate the wishes of society because it is in their long run interest to build a good reputation. A company like Coca-cola may be more successful at recruiting, retaining, and engaging with its employees and customers if it demonstrates that it is socially responsible. Critics might argue that this is just mere window dressing. However, a good reputation leads to higher sales in the long run. Both shareholder and stakeholder frameworks would support the business case for corporate social responsibility in this scenario. Milton Freidman is an advocate of the shareholder theory which maintains that a companies corporate social responsibility is to maximize profits without breaking the law or violating basic rules of society. Coca-Cola is not breaking any laws by marketing in schools, it is merely exercising its first amendment right to free speech. It is also not violating any social norms, children get to choose whether they want to buy unhealthy products. On one hand it may seem that Freidman would say that corporations should continue to market in schools because they are making a profit and therefore helping society. However Freidman would agree that companies need to balance there short term gains against their long-term interest. In this case, Freidman would advocate for the restriction of marketing in schools because it is in the long run self-interest of the company because companies like Coca-Cola needs to reassure their customers that they care about them. . An alternative approach to corporate social responsibility is the stakeholder theory. This theory maintains that companies should balance the interests of all stakeholders involved. In this scenario the stakeholders would be the students (customers), parents, teachers, corporations, suppliers, employees, shareholders, and society. Students are harmed by marketing in schools because marketing is correlated with problems like obesity and materialism. On the other hand these same students benefit because their schools are receiving additional funding for programs. Parents suffer because they have less control over what their children are exposed to, and it could undermine their values. Shareholders may benefit in the short run from marketing in schools, but in the long run the values of the company must be aligned with society if it is going to succeed. Therefore, the stakeholder theory would advocate a business case for Corporate Social Responsibility as well: to limit marketing in schools. Marketing in schools is a complex issue with many players. In this case, students are the most important players because schools are public institutions and schools are supposed to make students a top priority. Marketing in schools can not stop on its own, it needs to be either strictly prohibited or at the very least limited by the government.

Hospital Web Application Design for Elderly Patients

Hospital Web Application Design for Elderly Patients The aim of this project is to develop an elderly friendly web application which can be used to book hospital appointments online and also interact with Doctors via skype. It also can be used by doctors to maintain patient records which can be given read access to patients to their records. This aim also needs us to answer few things and the first one would be to address the needs of ageing population in learning how to use a computer if they dont know already and also using a web application which would cater their needs and make their lives easy. We will also discuss the specific difficulties faced by the ageing population in learning computer skills which will in turn help them using a web application easily. Older adults and technology Health takes a down turn when a person gets old and in the future years the number of older adults are going to increase according to many statistics. This could lead to being hospitals and clinics overfilled and become more in demand. Due to several factors, older adults will need supervision in their health from proper health care practitioners (Codreanu Florea, 2016). Perception of control is one of the most important factors in determining ones place on a social environment. To keep up with the new technologies younger generation use older generation are learning new computer technology faster than the younger generation (Morrell, 2002). To avoid themselves from socially isolating in this day and age older adults learn computer skills and also learn how to use internet. And some even contradict Morrell saying that older adults learn computer skills slower due to physiological changes which makes their learning process slow. Older adults can integrate with the modern society by learning how to use new technology and also know how to learn new stuff from internet on their own. There are many E-learning programs which can be used by the ageing population to learn anything. Most of the times older adults make the government of a country to to question its own policy towards people working after they retire. In the same way, they should also be able to integrate with the rest of the society to use latest web applications which are in the market and adapt to them and for them to adapt to it, the application creators should focus that there are plenty of older adults as well who might use their application in a day to day basis. To dive deep into the discussion of why web applications should be older adult friendly we will discuss the myths around older adults using web applications, how older adults are engaging themselves in learning latest technology and also the obstacles they face in using a web application (Githens, 2007). The goal of this project is to focus on the guidelines to be followed which can make the older adults involve in using web applications and also focus on other opportunities related to it in the favor of older adults and companies which develop web applications. How retirement is changing? Life expectancies have been increasing which has also increased the retirement years proportionally. Due to this the older adults value, all the benefits they get from employment after retirements such as financial, social, physiological and many more. Those employments may be full-time, part-time, paid, unpaid or even a temporary employment (Hale, 1990). With this and also seeing organizations dealing with new talents due to reduction of experienced workers due to retirement we could say that retirement is an outdated concept (Stein and Rocco, 2001). With the research done in the past decade it is seen that the new talents also want to be working after they retire, which is about 80% in 2005 (Dychtwald, 2017). With this spirit the notion of retirement will be transformed in the future as these new talents are the ones which bring big changes in the current world. The world-wide web or as we call the internet is not just for the younger generation. With many new applications like Quora, Facebook and many more we have seen that the internet is accepting individuals all around the world irrespective of the age and it is also seen that there has been an increasing number in the people of older age group. To determine the exact number would be difficult as any precise number which comes up will be obsolete after it gets recorded.

Essay on Satire - Voltaires Candide as a Satirical Peice :: Candide essays

Voltaire's Candide as a Satirical Peice The novel Candide by Voltaire is a great peice of satire that makes fun of the way people in medievil times thought. The book is about a man, Candide, and his misfortunes. Throughout the book Candide has countless things go wrong in order to show that this is not "the best of all possible worlds" Voltaire is trying to make a point through the exaggeration of the inhumanities of man in a humorous way. The story begins in a castle in Westphalia. Candide is convinced by Cunegonde to take a lesson in "experimental physics". The two are caught and Candide is kicked out of the castle. While Candide is suffering from hunger and cold he is met by two men who trick him into service in the Bulgarian army. Candide has a terrible time in the army, he tries to escape, and he is punished severely. During the confusion of war Candide manages to escape. Time passes and Candide meets some other interesting individuals and has one bad experience after the next. One day Candide meets a woman who takes care of him and this is none other than Cunegonde. They amuse each other with stories of misfortune and travel around the world. At every place Candide goes something unthinkable seems to happen to him. Candide meets several people along the way who all have their own interesting story of misfortune and the inhumanities of mankind. Candide ends up on a small farm, married to Cunegonde and living with two philosophers. He argues with others at the end of the book if this really is the best of all possible worlds and they conclude the we must "work without reason" and "must cultivate our garden". In this novel Voltaire is extremely influenced by his frame of reference and mindset. He finds room to include almost all of his political views. He takes Candide on a journey through all of the wrongs he beleives in the world in order to prove that it was not the best of all possible worlds. He shows us the inhumanities of man through war and social interaction. He basically paints an exaggerated picture of the wrongs of medievil people.

The Realm of Sisterhood in Mary Leapor’s Poetry Essay -- Biography Bio

The Realm of Sisterhood in Mary Leapor’s Poetry For a woman writer to be read by her peers in eighteenth century England was somewhat unusual. For this woman to procure some kind of living from her writing was even more remarkable. But for such a woman to claim both these accomplishments, with writings attacking the very state of women no less, was extraordinary. Yet Mary Leapor was this woman. Not only did she herself defy society in remaining unmarried for the whole of her short life, but she also took up the call to fight for women everywhere. Her answer to the oppression of society was to find solace in the bonds of sisterhood. The radicalism of Leapor’s encouragement has long been a source of discrepancy for her critics, and there exists a wide array of interpretations. The question lies within the definition of the female relationships she so wholeheartedly promotes. The varying interpretations include everything ranging from Leapor as promoting lesbianism, to simply promoting good female friendships. Adrienne Rich termed this range of womanly bonds the â€Å"lesbian continuum,† and explains it as the inclusive realm between â€Å"consciously desired genital sexual experience with another woman,† and â€Å"the sharing of a rich inner life, the bonding against male tyranny, the giving and receiving of practical and political support† (51). The question remains: where does Leapor belong on this continuum? Critic Donna Landry places Leapor in the realm of replacing heterosexual union with something closer to homosexual tendencies, while Richard Greene offers a far more platonic view of things. In applying Rich’s tenets of a range, it is possible to read Leapor as somewhere between Landry and Green, and as enco... ...ress, 1995. Greene, Robert. Mary Leapor: A Study in Eighteenth-Century Women’s Poetry. New York: Oxford University Press Inc., 1993. Harris, Jocelyn. â€Å"Sappho, Souls, and the Salic Law of Wit.† Anticipations of the Enlightenment in England, France, and Germany. Ed by Alan Charles Kors and Paul J. Korshin. Philadelphia: University of Pennsylvania Press, 1987. Landry, Donna. â€Å"Mary leapor Laughs at the Fathers.† The Muses of Resistance: Laboring Class Women’s Poetry in Britain, 1739-1796. Cambridge: Cambridge University Press, 1990. 78-119. Rich, Adrienne. â€Å"Compulsory Heterosexuality and Lesbian Existence.† Blood, Bread, and Poetry: Selected Prose 1979-1985.† New York: W.W. Norton & Company, 1986. Wahl, Elizabeth Susan. Invisible relations: Representations of Female Intimacy in the Age of Englightenment. Stanford: Stanford University Press, 1999.

The Controversy Around Banning Books Essay -- essays research papers

The subject of censorship is a very controversial one, especially the banning of books. Many people believe they must protect themselves and others from the "evils" of many classic books and works of art because they can be deemed "indecent" in one way or another. Many believe that this is absurd and censorship in its current form is a violation of our First Amendment right to free speech. Personally, I align myself with the latter, however I do feel there are occasions where censorship is justifiable. The censorship of books is a division of censorship that, apart from Internet censorship, receives the most publicity. Banning books is the most popular form of such censorship. Many banned books are literary classics, such as The Catcher in the Rye, by J.D. Salinger, which was listed as the number 6 most challenged or banned book in a list compiled by the American Civil Liberties Union in 1997. This book has been banned from school libraries all over the country because of the main character's teenage angst, which many feel is too graphic for teenagers, and its profanity. Profanity, whether it be frequent or a rare occurrence, is a characteristic of many literary classics, as is the use of racial epithets.In the book Huckleberry Finn by Mark Twain (ranking number 2 on the list), an epithet is use many times over to describe the people of color in the book. Now since the book was published in 1885 and such language was common at the time, I do not belie...

Million Dollar Baby

The theme of this story is achieving the American Dream of riches and fame, it’s also about the need for love and support. Frankie is a brilliant but unsuccessful boxing trainer who train a lot of excellent boxers but lack of success. Maggie is a natural boxer who tirelessly trains each day in Frankie’s gym even though he has rejected her requests that he trains her. She is at the age of 32 believes she has one last chance to make a life for herself in boxing. They are the loneness people that try to find meaning in their life. Both of them want success! Frankie is estranged from his daughter, who returns his many letters that all are unopened. Beneath his crusty exterior is a man crying for the love and acceptance of his daughter, so he goes to church every single day. There is an aching void in his heart. Maggie is a waitress from a white trash family. Her mother only cares about her welfare. Nobody cares about her in the family. She also lack of family love but she treats her family very well because of her strong will. Maggie dedication and hard work influence Frankie’s mind and he agrees to train her, but only in the basic and then he will turn her over to another trainer. At this point Frankie is still afraid to open himself up to Maggie who follows every word of his advice. As Maggie fights her way up in her boxing, Frankie establishes a parental relationship with Maggie. While Maggie’s mother ridicules her success is the ring, Frankie eventually arranges a million dollar fight for Maggie and they actually success. Also the movie always mentions the guy who is called Danger. He is a innocent and optimistic young boy who always come to Frankie’s gym to practice but is not a nature boxer. Being successful in boxing is also his dream. The remorseless fact blows him into the depth of despair. Although he comes to the gym every day to practice, he can’t even fight back to the black guy. Now he know boxing is not as easy as his imagination. For this reason he disappears some days. But eventually, he comes back with his confidence. This is the irony in this story, even though you work hard, it’s not always a good outcome. He realized that he is not suit in boxing but the worshipful part is he still coming to practice tireless when he is awakened by Mr. Scrap. At least he flights for his dream and doesn't live in a ordinary life like Maggie’s mother. Maggie’s mother doesn’t have a job because she is lazy and she lives on the welfare. She doesn't have a dream and doesn't care about her own daughter. The only thing she concerns is money even though her own daughter is on the verge of death. At the top of the life of Maggie’s boxing, she is being a paralytic by the accident. The pain is intolerable for Maggie, she ask for ending her life. She does the most valuable thing in her life that she is satisfied with the brilliant achievements in the twinkling of an eye. She enjoys the process of boxing that she has never ever been regret of being a boxer. Lying on the bed is against to her believe – never have a original life. People in the world all are never and ever be the same because of difference dreams. They are finding the meaning of their lives. Maggie chooses to end of her life to wind up her finally dream. This story tell us, everyone has a right to pursue the dream. Just go for it, it might be failure but at least we try and our life will be unordinary. If we keep proceeding in the way of our dream, even though we fail we still get more than the other who live in an ordinary life.

Chemistry of Anti-money Counterfeiting Technology Essay

I. Abstract Counterfeiting money is a big business for criminals. Nearly $70 million of fake currency gets used daily, costing consumers millions. In the present day, there are many new technologies that have been discovered and studied in order to help put counterfeiters out of business. Our currency is something that we must protect, which is why these technologies and discoveries are very important in the safety and development of our economy. The new generation of Philippine banknotes includes new and more advanced technology to ensure the safety of the genuine Philippine banknotes. This is to prevent money counterfeiting in our country. These new features include more advanced photo editing, which features micro printing on the different images and texts on the banknotes, a unique rough texture, a new system of serial numbering, advanced security fibers and security threads, watermark technology, and optically variable ink. These are the most advanced and efficient methods of preventing mon ey counterfeiting today. Provided in this paper is a detailed explanation and description of each security precaution and a detailed review of the methods used to execute them. II. Denominations of Currency The new generation Philippine banknotes composes of the denominations twenty, fifty, one hundred, two hundred, five hundred, and one thousand peso bills. The new twenty-piso bill honors President Manuel L. Quezon, the first President of the Republic of the Philippines on the front of the bill while the reverse shows the image of the breathtaking Banaue Rice Teraces and the Palm Civet from the Cordilleras. The fifty-piso bill commemorates President Sergio Osmeà ±a who led our country at the critical stage of World War II. The reverse shows an image of the Taal Lake, one of the world’s smallest active volcanoes and the Maliputo Fish. The one hundred-piso bill pays tribute to President Manuel Roxas who prioritized the crafting of the Central Bank charter then provided the leadership for the reconstruction of our country after the devastation of the Second World War. On the reverse, the near perfect cone-shaped Mayon Volcano and the Butanding or Whale Shark is also featured. The two hundred-piso bill features President Diosdado Macapagal who restored the celebration of Philippine independence on June 12. The reverse features the unique icon of Bohol, the Chocolate Hills and the Tarsier. The five hundred-piso bill is a salute to the champions of Philippine democracy, Senator Benigno Aquino Jr. and President Corazon Aquino. The reverse features the Puerto Princesa Subterranean River National Park. Finally, the one thousand-piso bill features three of our war heroes, Chief Justice Jose Abad Santos, Josefa Llanes Escoda, and General Vicente P. Lim. The reverse features the Tubbataha Reefs National Marine Park and the world famous South Sea Pearl. Figure 1 The money denominations come in specific color schemes of orange for the twenty-piso bill, red for the fifty-piso bill, violet for the one hundred-piso bill, green for the two hundred-piso bill, yellow for the five hundred-piso bill, and blue for the one thousand-piso bill. III. Security Features The Philippine Banknote or the Philippine Peso Bill finds the need to be current with the use of new technology to enhance the security of banknotes to remain impossible to replicate by criminals. The new generation Philippine banknotes incorporates the latest available technology in banknote security. This is the reason that they have developed new designs and upgraded the security features of all our banknotes. A. Photo Editing The Central bank of the Philippines uses a special photo editing software to ensure specific prints that are impossible to copy by criminals. Some of these specifications include nano prints on the images, lines, and words on the banknotes. B. Texture The note is not smooth to the touch, but a bit rough. This is because the bank notes are made of 80% cotton and 20% Philippine Abaca. Aside from that, the raised prints that are embossing from the Intaglio printing process give the bill a unique tactile feel. Intaglio printing is a printing technique in which the image is incised into a surface. Normally, copper (Cu) or zinc (Zn) are used, and the incisions are created by etching ot engraving the image. In printing, the surface is covered in ink and then rubbed vigourously with tartalan cloth or newspaper to remove ink from the surface, leaving it in theincisions. The very sharp printing obtained from the intaglio process is hard to imitate by other means. Intaglio also allows for the creation of latent images, which are only visible when the document is viewed at a very shallow angle. Figure 2 C. Serial Numbers The serial numbers are composed of one or two prefix letters and six to seven digits in asymmetric or increasing size. Serial numbers are not difficult to forge; yet they make banknotes easier to track and audit. Figure 3 D. Security Fibers The paper used to print our currency has tiny threads of fibers embedded into the paper. These red and blue fibers glow under ultraviolet light. If the bill has no red and blue fibers that glow, then it is probably a fake bill. Fluorescent marks are the invisible phosphor dyes on banknotes that glow under UV or blacklight. This glow will be visible under a money detector device. There are two kinds of security fibers. The first one is the visible security fibers. These are easily seen in current Philippine banknotes as the blue and red fibers that are randomly spread throughout the front and back of the paper. The other kind is the invisible security fiber. These glow a fluorescent yellow under ultraviolet light. Genuine security fibers in Philippine banknotes can be easily plucked out (yes, try it!) with the aid of a needle. Counterfeit money usually only prints the fibers on paper, thus they cannot be plucked out. Figure 4 E. Watermarks The watermark shows a shadowed image of the portrait and the banknotes’ denomination on the blank space when viewed against the light from either side of the bill. This is possible due to paper density variations. Figure 5 The word â€Å"Pilipino†, written in our ancient Filipino alphabet, Baybayin, can be seen in its complete form when the banknote is viewed against the light. F. Concealed Value When the banknote is rotated at a 45-degree angle and tilted downwards, we can see the concealed denominational value super imposed on the smaller version of the portrait. Figure 7 G. Security Threads Both the twenty-piso and the fifty-piso have a 2mm wide security thread that can be visible when viewed against the light. The one hundred, two hundred, five hundred, and one thousand-piso bills have a 4mm wide stich-like security thread embedded on the bill and when viewed from different angles, its color changes from red to green. The embedded security thread is a special thread vertically implanted off center of the note during the manufacture of the banknote paper. The front of the thread carries a clear text – the initials of the Bangko Sentral ng Pilipinas (BSP) and the numeric denomination of the bank note. The back of the thread is also printed with the initials BSP. There are two kinds of security threads. One is a thin aluminum (Al) coated and partly demutualized polyester film thread with microprinting, which is embedded in the security paper as banknote or passport paper. The other kind of security thread is the single or multicolor sewing thread made from cotton or synthetic fibers, mostly UV fluorescent, for the bookbinding of passport booklets. Figure 8 H. Optically Variable Device Patch The five hundred-piso bill and the one thousand-piso bill have the optically variable device patch, a reflective foil. For the five hundred-piso bill, it reveals the small BSP (Bangko Sentral ng Pilipinas) logo and the blue parrot, while the one thousand-piso bill reveals the small BSP logo and the South Sea Pearl inside a clam. The patches change color from red to green when the note is rotated 90-degrees. Figure 9 I. Optically Variable Ink A security feature exclusive to the one thousand-piso note is the optically variable ink for the embossed denomination value on the lower right corner on the face of the banknote, which changes color from green to blue when it is viewed in different angles. Color changing inks are inks containing pearlescent pigments that change color when viewed at a different angle. The color of the ink does not actually change, but the angle of the light to the viewer’s eye changes and thus creates the change in color. A number of types are available, including green to purple, gold to green and green to lilac. Optically variable inks (OVI) are very expensive inks applied on banknotes as a security feature. So far, only the 1000 peso bills have this. There are two versions of OVI printing on the 1000 peso banknotes. This is an excellent security feature because counterfeiters will need a lot of effort and money to replicate it. They are called optically variable inks because tiny flakes of color-shifting film are incorporated in the intaglio ink. Thus, prints of OVI change color when viewed from different angles.