Dear Children,

we were ourselves children of a generation that was not in line with our ideas, we were ourselves children of a time in which those who wanted to teach taught things from another time.

We were also children of our history ... but we wanted another, a new music and twenty uncertain but full of passion.

We were ourselves children of disappointment and bitterness of eternal power, the arrogance of youth and immortality.

We were also older than us would not do anything, children of protest for the freedom of the spring that the dream will never come true.

We were too "the important thing is to be unique and different," we we we were only absolute and we saw that those elderly people already at 40 years, we were the ones that we had better remove that stoned talk .

We were also rebels us right and left, we were also Catholics sinners with remorse and regret, we were also those that we have lost the path found into tears and poetry.

We were even we who Dante was unnecessary and that if I fire away those arderei the world if I land the Storm, but the conditional had struggled to come.

We were also the two wheels are the ones who want to have as a guitar over his shoulder two pennies in his pocket and a fly rod for those that love is free and eternal, those who become sex was not great and great is controlled.

We were also joined us for the United States, we were also hammered us from what is good and what is evil, we were ourselves children of sex labeled "more than two or you're a bitch if you've never done you're a gay. "

We were also those of us who are "different" only existed elsewhere, that the Mafia was only in the south or on television, told the news that only Canzonissima trouble and solves them all.

We're the ones who were also behind a ball chasing a dream but dream became a ball too, we were we too dark chocolate and then milk but the milk by infants was then beer buzz and croissants in the night.

We were we children of a dream or a revenge, we were ourselves children of a new generation that would not have had to suffer but who paid the price too high of a war.

We were ourselves children of the silence of repression of non-tolerance, we also are the ones who have responded with that run.

We were also accused us of having nothing in mind, we were also those whose values we were neither in line with the company that were not desired word.

We were we too young cha just finished school and full of hope have job interviews but we were too young for the required experience or too old to not have done it before, but lost the one hand we wanted to start.

We were also the ones that we walked home after midnight and took it without a barrel without a reason!

We were we the children of the danger of wind speed "if I do not now when I do," we were ourselves with those who sleep then we would not have ever done, but who said we would!

We were also children of the love that we thought was that throughout our lives, we were also disappointed that those of us was not so ', we were ourselves children alone is much better than hiding the wounds and sufferings .

We were ourselves children of parents who have never heard but just given, we were also victims of NO without us because we were also repudiated with love if we had not studied or finished high school because a piece of paper "is as true today .

We were ourselves children of parents who have done their best because they could not do better, and only now that we forgive their parents know what they have not been able to do.

We were also a time that our children will never come back, we were also those that we come back to be cared for, perhaps, our children are doing our best to disturb as little as possible the life we have lived since they were children of our parents ... ... ... and the story continues.

A name to reckon with its meanings in different languages, the existence of such expressions, the relationship with the products of the same gender, that should be easy to remember and pronounce.

Create the name of a product, service, something that will win over consumers, is an alchemical process so complex that it would probably scared the seekers of the philosopher's stone, partly because the name will be a decisive factor for the survival of a brand in the jungle of the market, determine the success or failure.

And that's why create it requires long and numerous comparisons between account and creative advertising agencies and companies, who must come to terms with all the problems mentioned above.

Take the case of linguistic diversity: the old "Jetta" Volkswagen is not evoked virtually nothing in Germany, but Italy was quite rare to come across a car that meant "disaster". And the "Bora", the same car? When he came on the market in the Rome of the ironies about the degree of sophistication of its drivers is wasted. Fiat also has a similar case with the "rhythm" that the British meant nothing less than "menstrual cycle". As a name for a baby, even for a brand name will determine the personality of the product: this was the core of the theory of "Star Strategy" one of the fathers of modern advertising Jacques Seguela, who viewed the product as an individual with body, character, style and even sex appeal.

But if a person's name remains the same throughout life, there are cases of brands that have changed with the times is the salute to have pushed the historical chain of fast food Kentucky Fried Chicken "to elide his mark the "fried" and become an acronym, KFC, too much light in length.

Or a company can generate in its portfolio a brand strong enough to be cannibalized: happened to the Japanese Matsushita "who recently replaced his name with Panasonic, the brand with which he was best known and widespread.

There may also be paradoxical cases brand without logo (such as Muji, the Japanese term meaning "no brand"), or inventions from scratch somewhat confusing for the consumer (you know the name of American ice cream Häagen-Dazs is built on a mere Scandinavian sound, able to evoke the European craftsmanship and freshness of those latitudes?). Still, there's an interesting strategy that was unveiled for the first time by Roland Barthes in his "Mythologies" concerning the names of household cleaners: the philosopher observed that the imaginary built around them, evoking memories military and even war (attacks the dirt, "destroys the bacteria," defeats the limestone ") which, for example, the name of Ajax, a valiant warrior of the Iliad as a line of household products or the convict's master of clean "Mr. Clean". The latest news on the subject, but as always come from the web: the process of naming, usually long and costly, can be done online, attarverso sites (like www.netsubstance.com ) that have software able to process the words that want to associate with the new brand, and then analyze it and propose a set of names.

There are names, finally, that have monopolized the common sense of the word or better yet replaced the content of the product. In the United States to have a copy asks: Could I have a Xerox of this document? Rather than: "May I Have a Kleenex? "If Xerox is clearly to photocopy and Kleenex for tissue. But even in Italy we are not free of these new" names "is now known that a cream with chocolate spread is not understood as" Nutella "rather than a canned meat is more easily said "Simmenthal" or that attracts a markedly gingle the product as "drop if there is ... ..?"

MM

A new and old friends, relatives, colleagues and collaborators, to all those who think they are the best ones but they are only presumed to those who have suffered the most and say "I just had to happen" all those who have always believed and now they have lost, who has always said, are in one piece and then won a tear to the first strong emotion, who has treasured the time spent and believes that the coming year will be to those who live by to think of Christmas be as good or at least smile at a life that is never what you want but that is beauty! Merry Christmas!

Next publication in Optics Italian No December 2009 , President Massimo Maglione Clicks describes and Italy "is said" through advances and the next targets Clicks, describing the mission of Overal, growing company and pioneer in the optical market, "creative".
Happy reading!

In the age of majority has set the information to direct comparison against Gaius Titius, opposing arguments, and the reader or viewer, the burden of choice. Happens at the end of the campaign, now it always happens, everything, everywhere. As part of the logic and the centrifugal force of the two political poles are imposed, the race to take sides involved more and more newspapers, TV and voters. Result: every thing, person, program, the court is without light and shade, critical or unbearable, by order or sanctify. This creates a double row of Martyrs and Inquisitors more or less professional, but always all over the top, and certain of their truth.
More: this fight by blinding dark colors everything that there is less flashy, like the strong flavors erase the more delicate ones. Opinions, positions, left without a proper helmet, without newspapers tones shouting and arguments tough, are relegated to the rear. Berlusconi has had the side effect of his shadow, the antiberlusconismo. More and more people watch programs or read newspapers because they are already loyal to one of these two lines, and apply it to every event or problem. About manifest a disagreement by either party, delivered to end contempt, silence or instrumental praise the opposition.
It is therefore wrong to the majority? Of course not. It is quite the crazy way in which politics has degenerated into the Italian military bipolarity, with lots of information curfew. Each of the things that bring passion, even as we speak, is only justified in the context of our country gone mad: it says "nowhere else would a program like Annozero, and it is true. But it is also true that nowhere is a premier addition to everything else that owns three private networks and affects the majority of the public service, and anywhere there is a center that in 7 years government made no law against conflict of interest or to release the RAI from the control of parties, which obviously was convenient to him. Like drunks, our poles are held on each other.
As you know, in this landscape I find very little: as a journalist I suffer when I see so many of my colleagues deny the evidence to support a party, or check the spot in a positive gesture of the opponent and only talk about that. 'S unit that always speaks ill of Berlusconi and the journalists who are always talking about good sides of the same coin. The embarrassing transmission Raiuno delivery of the first houses for earthquake victims Aquila caused investigations and reports in which it seemed that nothing had been done in the reconstruction. And when that same program Berlusconi called Humbugs part of the Italian journalists, none of the journalists who participated in the transmission has found nothing to object. Subjection or sharing?
Just as when Santoro Annozero noted that before him nobody had aired an interview with D'Addario, the representatives of both political and journalistic sides were silent, because no Tg Mediaset has interviewed? But, why has not interviewed, say, the TG3? There was a written order or verbal? It has been accepted or immediately? Or was more self-censorship? Someone I can talk without having to go through hero? And can tell some incident in which he was prevented from freely do his job to inform?
It is right and proper to fight for freedom of information, but at the same time we must be able to demonstrate that it is not, and you are ready to risk for it. If not, a protest serious danger of becoming yet another episode in the endless war between the Guelphs and Ghibellines majority of Italian.