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How a Fraudster Almost Stole Graceland
In a recent case that left many “All Shook Up," a Missouri woman attempted to defraud the Presley family by claiming ownership of the iconic Graceland estate. Most stories involving “The King” make for good reading, and they also hold an important lesson for homeowners. This bold scheme is a stark reminder that fraud knows no boundaries—whether you live in a mansion or a modest home, fraudsters can and will target anyone. The Graceland Fraud Attempt Lisa Jeanine Findley, a 53-year-old from Missouri, orchestrated a plan to defraud Elvis Presley’s family of millions by attempting to claim ownership of Graceland. She falsely alleged that Lisa Marie Presley had used Graceland as collateral for a $3.8 million loan that remained unpaid at the time of her death in 2023. To support her claims, Findley fabricated loan documents and filed fraudulent foreclosure notices, threatening to auction the estate if the supposed debt wasn’t settled. Riley Keough, Lisa Marie’s daughter and heir to Graceland, challenged these claims in court, asserting that no such loan existed and labeling the foreclosure attempt as fraudulent. The court sided with Keough, blocking the sale and prompting Findley to withdraw her claims. Subsequently, Findley was arrested and charged with mail fraud and aggravated identity theft. She pleaded guilty in February 2025 and faces up to 20 years in prison, with sentencing scheduled for June 18, 2025. Lawrence v. Maple Trust - A Canadian Fraud Attempt Closer to home, in 2006, Toronto homeowner Susan Lawrence fell victim to a similar scheme. Fraudsters transferred the title of her fully paid-off home into their names and registered a fraudulent mortgage with Maple Trust. Lawrence only discovered the fraud when she attempted to access her home equity. After an initial ruling forced her to bear the mortgage debt, she appealed. The Ontario Court of Appeal reversed the decision, ruling that the lender should bear the loss, not the innocent homeowner. The case took nearly two years to resolve and cost Lawrence an estimated $50,000 to $100,000 in legal fees—not to mention the emotional and financial stress. Lessons for Homeowners about Fraud This case highlights several critical lessons for homeowners: 1. Be Vigilant Against Fraudulent Claims: If fraudsters can attempt to steal Graceland, they can target your home too. Monitor your property records for unauthorized changes. 2. Don't Divulge Sensitive Information: Fraudsters can use social engineering tactics to piece together important information you share and use it to forge or alter property ownership records etc. Be careful with what you share, especially with strangers. 3. Regularly Monitor Property Records: Periodically checking public records for any unauthorized liens or claims against your property can help detect and address fraud early. Online credit reporting services such as Credit Karma offer free apps and email alerts that can help you spot potential fraud. 4. Beware of Contracts: Watch out for deceptive practices employed by certain rental companies, leading to unexpected financial obligations and complications. Using deceptive, high-pressure sales tactics, these companies can leave homeowners burdened with property liens after signing contracts for appliances like furnaces, air conditioners, and water heaters. If you are faced with this, don't rush the process. Do some additional research and/or take the next step below. 5. Consult Legal Professionals: If you are pressured to sign a contract, receive dubious claims, or receive foreclosure notices, seek advice from qualified legal professionals to navigate the situation effectively. 4. Secure Title Insurance: Title insurance protects homeowners against potential defects in the title, including fraudulent claims. It’s a crucial safeguard that can prevent significant financial loss. Let’s unpack this last point about Title Insurance. What is Title Insurance: Your Best Defence Title insurance is a safeguard for homeowners, protecting them against potential issues related to the ownership of their property. This insurance ensures that the homeowner is shielded from financial loss if any unforeseen problems with the property’s title arise. Title insurance is a policy that protects property owners and lenders against financial loss resulting from defects in a property’s title. These defects can include unknown liens, encroachments, zoning violations, or even fraud that may have occurred before the homeowner acquired the property. Unlike other insurance types that cover future events, title insurance addresses past events that could affect property ownership. Why is Title Insurance Necessary? Purchasing a property is often the most significant investment individuals make. Title insurance provides peace of mind by ensuring the property’s title is clear and free from unforeseen issues. Without this protection, homeowners could face legal disputes or financial losses if a problem with the title emerges after the purchase. For instance, if a previous owner’s unpaid taxes or undisclosed heirs come forward claiming ownership, title insurance would cover the legal fees and potential losses associated with resolving these issues. The Cost of Title Insurance in Canada In Canada, the cost of title insurance varies depending on factors such as the property’s value and location. Typically, premiums for residential properties range from $250 to $500. However, the cost can increase for higher-valued properties. This premium is a one-time payment made during the closing process and remains valid for as long as the homeowner owns the property. Providers of Title Insurance in Canada Several reputable companies in Canada offer title insurance. Some of the prominent providers include: FCT (First Canadian Title) Stewart Title Please note: None of the providers above are sponsored links. How to Check if You Have Title Insurance If you’re uncertain whether you have title insurance, consider the following steps: 1. Review Your Closing Documents: Examine the paperwork you received during the property’s purchase. Look for any mention of title insurance policies. 2. Contact your real estate lawyer: The legal professional who helped with your property purchase should have records showing whether title insurance was obtained. 3. Contact Title Insurance Providers: Most Title Insurance companies maintain issued policy records. Contacting them directly can help confirm whether a policy exists for your property. Homeowners Without a Mortgage: A Higher Risk Group If you’re a homeowner who owns their property outright, you can be at a higher risk concerning title-related issues. Why? Fewer parties (such as lenders) monitor the property’s status when no mortgage is in place. By contrast, when a mortgage is involved, most lenders today, as a rule, require title insurance to protect their investment, indirectly safeguarding the homeowner as well. However, some homeowners might overlook obtaining title insurance without a lender's mandate. This leaves you more vulnerable to potential title defects or fraudulent claims against your property. Real estate fraud is not a problem reserved for the wealthy—any homeowner can become a target. Securing title insurance and staying vigilant is the best way to protect your property and your financial future. It's such an important topic, I'll be sharing more tips on title insurance in future posts. After all, as Elvis might say, “What I say is true; if it could happen to the King, it could happen to you.” Don’t Retire … Re-Wire! Sue
Life and Legacy of Lily Ledbetter
The life and legacy of Lily Ledbetter stand as a powerful testament to the ongoing fight for workplace equality and women's rights. As the face behind the landmark Ledbetter v. Goodyear Tire & Rubber Co. case and the namesake of the Lily Ledbetter Fair Pay Act, her story continues to resonate in today's battles for gender pay equity. This topic is especially relevant now as conversations around economic justice, corporate responsibility, and legislative change gain momentum across the globe. Ledbetter's fight highlights the enduring struggle for fair compensation and workplace equity, which remains a vital issue for the public. Key story angles that may interest a broad audience include: The impact of the Lily Ledbetter Fair Pay Act: Exploring how this legislation has shaped workplace policies and its continuing relevance in today's legal landscape. Gender pay equity today: Analyzing the wage gap across industries and efforts to close the divide, with data on current disparities. The personal and professional costs of discrimination: Investigating how pay inequality affects families, career progression, and long-term financial security, especially for women of color. The broader fight for workplace rights: Examining the ripple effects of the Ledbetter case on other forms of discrimination, such as race, age, and disability. Economic justice as a human rights issue: Connecting Ledbetter’s legacy to current global movements pushing for equal pay, labor rights, and anti-discrimination reforms. Corporate responsibility and transparency: Assessing how companies are addressing pay equity through transparency measures, audits, and policy shifts. Connect with an expert about the Life and Legacy of Lily Ledbetter: To search our full list of experts visit www.expertfile.com
Earlier this year, the Drug Enforcement Agency (DEA) announced that it would move marijuana from Schedule I to Schedule III under the Controlled Substances Act (CSA), greatly reducing the restrictions on the drug. It represents a historic change in federal marijuana policy and a watershed moment for generations of activists that have sought legalization on a national level. While many advocates believe the shift bodes well for efforts to relax controls on other Schedule I drugs—including promising psychedelics like psilocybin, MDMA, and LSD– Vanderbilt Law professor Robert Mikos argues that the marijuana rescheduling decision will not pave the way for rescheduling any other drug. Mikos explains that the decision preserves the barriers that make it virtually impossible to remove drugs from Schedule I. He labels those barriers the “tyrannies of scheduling.” In his paper “Marijuana and the Tyrannies of Scheduling,” forthcoming in Fordham Law Review, Mikos lays out the core challenges posed by the existing scheduling process and offers a solution that would lead to “more rational scheduling decisions that better reflect the benefits and dangers of controlled substances, as Congress intended.” The Role of Currently Accepted Medical Use in Scheduling Decisions The CSA creates five Schedules (I-V). Scheduling dictates how a drug is regulated under the statute. Schedule I drugs are subject to the most restrictive controls, and those controls are steadily relaxed as one moves down the schedules. Congress made all the initial scheduling decisions when it passed the CSA in 1970, but it also empowered the DEA, working in conjunction with the Department of Health and Human Services (HHS), to reschedule drugs based on new information acquired after the passage of the statute. Agency scheduling decisions are supposed to be based on three core characteristics of a drug: its abuse potential, its dependence liability, and whether it has a currently accepted medical use (CAMU). Unfortunately, these characteristics do not always suggest the same schedule for a drug. But as Mikos explains, the DEA has grossly simplified the scheduling process by suggesting that CAMU determinations should trump all other considerations. In particular, the agency has insisted that a drug with no CAMU must be placed on Schedule I, regardless of its abuse potential or dependence liability. According to Mikos, the DEA’s simplification of the scheduling process places tremendous weight on agency CAMU determinations and how the agency chooses to define this particular scheduling criteria. The Tyranny of Science In the past, the DEA insisted that the only way to demonstrate that a drug has a CAMU was by completing multiple controlled trials (RCTs) demonstrating that a drug is effective at treating some medical indication, the same requirement for new drug approval under the Food, Drug and Cosmetic Act. As Mikos has noted in his past work, completing such trials is “notoriously expensive and time-consuming,” requiring strict parameters and a large number of participants. The challenge is even more daunting for drugs already on Schedule I, because the CSA restricts research on such drugs. Due to regulatory restrictions, marijuana advocates have struggled to complete even a single RCT demonstrating marijuana’s medical efficacy. Indeed, in the past 50 years, only one Schedule I drug (Epidiolex) has ever been able to satisfy the DEA’s CAMU test, leading Mikos to label the agency’s science-focused approach the “Tyranny of Science.” The Tyranny of the Majority In 2023, however, HHS devised an alternative CAMU test that emphasizes practical experience over scientific research. “Because more than 30,000 health care practitioners (HCPs) had already recommended the drug to their patients in the thirty-eight states with medical marijuana laws,” Mikos explains, “the agency concluded there was enough clinical experience to demonstrate that marijuana has a CAMU and thus could be rescheduled.” But while this alternative test does not require completing RCTs – and thereby eliminates the Tyranny of Science – Mikos demonstrates that it is no less tyrannical than the DEA’s original CAMU test. According to Mikos, the alternative CAMU test simply “imposes a different form of tyranny: the Tyranny of the Majority.” He explains that to accumulate the clinical experience needed to satisfy the new test, advocates must convince popular majorities in a substantial number of states to legalize medical use of a drug. It took decades to build the public support necessary to do that for marijuana, and Mikos points out that no other Schedule I drug currently commands the same level of public support as marijuana. “Despite growing interest in the therapeutic value of [psychedelics, . . . less than a quarter of all Americans support legalizing psychedelics like psilocybin,” Mikos writes. “By comparison, 90% of Americans support legalizing medical marijuana.” What is more, even if large numbers of states were to legalize medical use of a substance like psilocybin or MDMA, advocates will also have to convince large numbers of patients, their health care practitioners (HCPs), and their suppliers to risk federal sanctions in order to accumulate the clinical experience HHS demands to satisfy the new CAMU test. “While marijuana was finally able to run the gauntlet, no other Schedule I is likely to replicate that feat anytime soon. Other promising Schedule I drugs like psilocybin, MDMA, and LSD are likely to remain trapped on that schedule for the foreseeable future,” the paper states. A New Way Forward Mikos argues that the agencies did not need to create a new CAMU test to reschedule marijuana. He suggests that the DEA has placed too much emphasis on CAMU in scheduling decisions. The DEA “has no authority, and no good reason, to hold (or place) a drug on Schedule I solely because the drug lacks a currently accepted medical use.” Indeed, Mikos suggests the agency’s emphasis on CAMU runs contrary to the text of the CSA and provides insufficient information about a drug’s benefits and risks to make sensible scheduling decisions. Rather than propose yet another, less tyrannical CAMU test, Mikos suggests that the DEA should instead take a more flexible approach to scheduling, one that considers all 3 criteria – a drug’s abuse potential, its dependence liability, and whether or not it has a currently accepted medical use (CAMU)—to determine where a drug belongs among the statute’s five schedules. “Although my approach would not make it any easier to demonstrate CAMU, it would reduce the dominant influence CAMU determinations now wield over scheduling decisions,” Mikos concludes. It would enable the agency to remove drugs like marijuana, psilocybin, or MDMA from Schedule I, even if they lack a currently accepted medical use, if their abuse potential and dependence liability so warrant. “As a result,” he notes, “my approach would foster more rational administrative scheduling decisions going forward.”
Need to know more about the importance of Miranda Rights? Our experts are here to help
The anniversary of the landmark Supreme Court decision in Miranda v. Arizona, which established the Miranda Rights, is a pivotal moment in American legal history. This ruling, which ensures that individuals are informed of their rights during an arrest, has profound implications for the criminal justice system, civil liberties, and police procedures. The importance of Miranda Rights remains a relevant and critical topic, especially in discussions about law enforcement practices and legal protections. Understanding the impact of this decision helps to illuminate broader issues of justice and rights in the United States. Key story angles include: Historical Context and Significance: Exploring the background of the Miranda v. Arizona case, its significance at the time, and its long-term effects on the criminal justice system. Impact on Law Enforcement: Analyzing how the Miranda ruling has changed police procedures, training, and accountability measures. Civil Liberties and Legal Protections: Investigating the role of Miranda Rights in protecting individual freedoms and ensuring fair treatment under the law. Contemporary Legal Challenges: Discussing ongoing legal debates and challenges related to Miranda Rights, including Supreme Court interpretations and potential reforms. Public Awareness and Education: Examining efforts to educate the public about their rights during interactions with law enforcement and the importance of knowing one's rights. Personal Stories and Case Studies: Sharing stories of individuals whose cases were affected by Miranda Rights, highlighting the human impact of this legal protection. These angles provide journalists with a comprehensive framework to explore the historical significance and enduring impact of Miranda Rights on the American legal landscape. Connect with an Expert about the importance of Miranda Rights: Christopher Smith Professor of Criminal Justice · Michigan State University Patricia Wilson, J.D. Associate Dean & Professor of Law · Baylor Law School Stephen Griffin W.R. Irby Chair and Rutledge C. Clement Jr. Professor in Constitutional Law · Tulane University Julian Ku Professor of Law and Interim Dean · Hofstra University Ganesh Sitaraman New York Alumni Chancellor's Chair in Law · Vanderbilt University To search our full list of experts visit www.expertfile.com Photo credit: Claire Anderson
How the Trump verdict will impact the election
When members of the jury handed down their guilty verdict in NY v. Donald J. Trump, they had simply completed their nearly three-month stint of civic duty. At the same time, they had set in motion a seismic shift in the 2024 election. What's not clear is which way that shift will go, said David Redlawsk, professor and chair of the Department of Political Science and International Relations at the University of Delaware. Redlawsk is a political psychologist with expertise in campaigns, voter behavior, decision making and emotion. His research focuses on how voters process political information to make their decisions. In addition to publishing volumes of research and writing several books on politics, Redlawsk also has years of experience on the frontlines. He's worked behind the scenes on campaigns and ran for local office – winning and losing as a member of both major parties. To arrange an interview with Redlawsk, visit his profile and click on the contact button. These messages will go directly to Redlawsk and a member of the UD media relations team.
MSU Law expert weighs in on Roe v. Wade draft opinion/leak
EAST LANSING, Mich. – Michigan State University Law Professor Mae Kuykendall answers questions about what it means if Roe v. Wade is overturned and the leaked draft opinion. She recently co-authored an essay, Uprooting Roe, that was published in the Houston Law Review. What will it mean if Roe v Wade is overturned? The implication for American politics and for women is seismic. We are in uncharted territory. The Supreme Court is now deeply radical and reactionary, in the basic sense of that term. It’s (Roe v Wade’s) legitimacy is at risk, and that is putting it mildly. What are the short- and long-term impacts? Again, this is uncharted territory. States have passed abortion bans with no exception for rape or incest. Childbirth has a mortality rate associated with it and, if done in a hospital, is extremely expensive. This is a form of what is called in other contexts an “unfunded mandate.” It also has a significantly worse impact on Black women, who die in childbirth at a disproportionate rate. The moment the Supreme Court issues its holding (with its “mandate”), draconian state laws will come into effect. Women will die. One does not yet know what women will do to organize and make access to reproductive health care available. Numerous recent articles have been written about ongoing secret meetings by Republicans in the U.S. Congress to pass a national ban if they gain sufficient control of Congress and the executive branch. The efforts by some states to become “safe havens for reproductive health care” are targets. The assumption that women can travel to liberal states is not something to count on. Further, there will be efforts to criminalize leaving a state for an abortion and returning. We are entering a new era in which all assumptions about women’s status as full citizens, and other assumptions about liberty of all to travel and to associate freely, are up for grabs. The Texas bounty law is a glimpse of a future with heavily restricted rights for pregnant women and their support network. What document was leaked? The document is a draft opinion by Justice Alito in the Mississippi case, Dobbs v Jackson Women’s Health Organization The odds are he is negotiating with other justices who voted with him about specific language. The opinion is quite radical as his starting point, but I do not know who in the radical Republican majority will want to soften it. Does this assure that Roe v Wade will be overturned? It has been clear since the Republican Party began putting justices on the Supreme Court pursuant to an “overrule Roe” litmus test that Roe v Wade was going to be overruled. With the three they gained by refusing to give hearings to Merrick Garland and then rushing Amy Coney Barrett through at the last minute, the end was assured. How could such a document be leaked from SCOTUS? The draft opinion would be in general circulation within the Supreme Court. The possibilities are numerous. I assume someone wanted Alito and friends to see the reaction before the deed was final. What is the cornerstone of Roe v Wade? A basic response would be the concept of individual rights and the requirement that state power not intrude deeply into an individual’s life without a strong “compelling” interest. Raw state power is disapproved by most of the American people. The Supreme Court, on all sides of the spectrum from liberal to conservative, long cited the need to restrain the raw exercise of individual state power. The Roe v Wade case was the first time state laws to ban abortion faced a test of fit with the core idea of liberty under the Constitution. The Supreme Court, with an open mind, studied the matter and found such bans unsustainable within a framework of protection for individuals from an unjustified exercise of raw state power. Without Roe v Wade, abortion bans would be subject to what is called “rational basis” review. That means anything a person could imagine as a rational reason for a law means the law passes Court review. What’s next? The Supreme Court is involved in internal back and forth about the opinion. When justices decide they like the opinion as it is written, they write the author: “Join me.” The chief justice of the United States just issued a statement that the opinion is not final. That is obvious. But Alito is trying to gather support for the most confrontational, radical opinion he can write. We shall see. After the opinion is announced, and even now, we face massive unpredictable political turbulence. When will the final decision on Roe v Wade be made? By the end of Supreme Court term for this year. https://www.supremecourt.gov/about/procedures.aspx For media inquiries: Contact: Kim Ward, University Communications: (517) 432-0117, kward@msu.edu;
Countdown To the Big Game: Dr. Tyrha’s Top Five Super Bowl Commercials for the Past Five Years
Advertising executive and multicultural media expert Tyrha M. Lindsey-Warren, Ph.D., clinical assistant professor of marketing at Baylor University's Hankamer School of Business, , is a sought-after media commentator on the brands who win big during the game's commercial breaks. Commercials always are the most anticipated and talked-about aspect of the Super Bowl, but the expanding digital landscape requires advertisers to use more authentic and nuanced strategies to reach consumers. Advertising executive and multicultural media expert Tyrha M. Lindsey-Warren, Ph.D., clinical assistant professor of marketing at Baylor University’s Hankamer School of Business, is a sought-after media commentator on the brands who win big during the game’s commercial breaks. How do companies break through the noise and make a lasting impression on viewers? Lindsey-Warren – or Dr. Tyrha, as she is known – says the key is empowered storytelling. As a consumer behavior scholar, Dr. Lindsey-Warren’s research is rooted in narrative transportation theory – in other words, storytelling – that exudes the emotion of empowerment and its impact on consumer attitudes, behaviors, purchase intention and message recall. “There is a growing space for cleverly crafted and positive storytelling that can break through the clutter and competition and get the attention of Millennials, Gen Z and Alpha generations in an authentic and meaningful manner,” Lindsey-Warren said. At the top of every year, Dr. Tyrha always enjoys exposing the juniors and seniors in her advertising class to the joys of storytelling in advertising by way of the Super Bowl commercials. By leveraging the Super Bowl as an “edutaining” entry point for student learning, Dr. Lindsey-Warren finds it to be a fun and wonderful way to bring many advertising lessons to life for her students, including branding, consumer targeting and segmentation, social media campaign analysis, and more. To that end, here are Dr. Tyrha Lindsey-Warren’s top picks for the best Super Bowl commercials over the past five years. COUNTDOWN TO THE SUPER BOWL: DR. TYRHA’S TOP 5 SUPER BOWL COMMERCIALS FOR THE PAST 5 YEARS #5: Company/Brand: AMAZON Title of the commercial: “#BeforeAlexa” (With Ellen Degeneres and Portia de Rossi) Year it ran in the Super Bowl: 2020 Link to the commercial: https://www.youtube.com/watch?v=PLUwmnPJIGk Ad Agency that produced the commercial: Droga5 Dr. Tyrha’s rationale as to why this ad is so good: In my opinion, this was a wonderfully creative and clever introduction of the Alexa product by Amazon. The nostalgic storytelling in the spot humorously does make you wonder and realize how “did” we all live “before Alexa?” The commercial is multigenerational, incorporates women extremely well, and is so funny! #4. Company/Brand: NFL Title of the commercial: “Bring Down the House!” Year it ran in the Super Bowl: 2022 Link to the commercial: https://www.youtube.com/watch?v=8PhfMtZce1k Ad Agency that produced the commercial: Co-directed by Peter Berg of Film 47 and Arthur Mintz of Swaybox Studios Dr. Tyrha’s rationale as to why this ad is so good: In 2022, the NFL creatively leveraged the power of animation to get our attention with this wonderfully told story with children as the lead Talent and set in a situation that all families can relate to! The spot is so much fun and keeps you guessing as well as laughing with Grandma saving the day in the end. The commercial is multigenerational, multicultural, and incorporates women and girls extremely well. #3. Company/Brand: MOUNTAIN DEW & DORITOS (OWNED BY PEPSICO) Title of the commercial: “Doritos Blaze vs. Mountain Dew Ice” (with Morgan Freeman and Peter Dinklage) Year it ran in the Super Bowl: 2018 Link to the commercial: https://www.youtube.com/watch?v=C2tyVjEuqcY Ad Agency that produced the commercial: Goodby, Silverstein & Partners Dr. Tyrha’s rationale as to why this ad is so good: The “in your face” storytelling of this commercial – performed exquisitely by acclaimed actors, Peter Dinklage and Morgan Freeman, and accompanied by the perfect voiceover narrators in Rappers Missy Elliot and Busta Rhymes – is so much fun and truly unforgettable! The commercial also cleverly makes you pay attention to the presentation of the products being promoted as well as compels you to wonder as to “when did you last have a Mountain Dew and some Doritos?” This commercial is multicultural, multigenerational, multibodied, and incorporates women well and UBER memorable! #2. Company/Brand: NFL Title of the commercial: “The 100-Year Game” Year it ran in the Super Bowl: 2020 Link to the commercial: https://www.youtube.com/watch?v=tJjiIuH1VnY Ad Agency that produced the commercial: 72 and Sunny Dr. Tyrha’s rationale as to why this ad is so good: If you love the game of football, you have to love this ad that celebrates the fun and contagious spirit of the game. Truly, this commercial has something for everyone who loves the game of football! The unassuming opening of the ad’s storytelling set at an awards banquet and led by NFL Commissioner Roger Goodell quickly evolves into a fun and rambunctious game of football with NFL players of all ages in their tuxedos destroying the ballroom with their play. The musical hip-hop soundtrack alone for the spot is amazing, current, and supports the action of the storytelling extremely well. This spot is multigenerational, incredibly diverse in age ethnicity and more, as well as weaves women and girls into the spot ever so cleverly. A truly memorable ad and so much fun! #1. Company/Brand: Mr. Clean (OWNED BY P&G) Title of the commercial: “Cleaner Of Your Dreams” Year it ran in the Super Bowl: 2018 Link to the commercial: https://www.youtube.com/watch?v=ozuWoZITX3Y Ad Agency that produced the commercial: Leo Burnett Dr. Tyrha’s rationale as to why this ad is so good: Every year I show this commercial to my Advertising students at Baylor University and they absolutely LOVE this ad! The storytelling of this commercial leverages the animated Mr. Clean in such a clever manner, while showing the product benefits at the same time, and not being “in your face” with the product’s selling proposition. The music and the dancing accompaniment to the storytelling all help to bring an emotional connection to the viewer, especially the female audience. Plus, the spot is just super funny and so much fun! Every time I see this ad, I want to run and buy Mr. Clean. And, I tell my female students every year that when they get older, they are going to LOVE a man who can clean a house!!!! Additionally, this was an incredibly smart move by P&G to put this ad in the Super Bowl. This is due to the fact that the “current and future market power of women – as a whole and by segments – is undeniable and truly cannot be ignored by marketers, especially the NFL.” Today, women influence more than 80% of all consumer spending; 89% of the financial decisions are made by women; and globally, women control more than $20 trillion in worldwide spending. In addition, nearly 24.3 million African American women are brand loyalists and cultural trendsetters who have influence over the $1.2 trillion in Black spending power. And, Forbes reported in 2018 that “women constituted about 49 % of the 108 million-plus people who watched” that year’s Super Bowl – and they paid closer attention to the ads!
Reinventing the laser diode: free public lecture by Professor Richard Hogg
Professor Richard Hogg joined Aston University in spring 2023 His inaugural lecture is about laser diodes, the tiny components that are a vital part of everyday life The free event will take place on Tuesday 28 November. The latest inaugural lecture at Aston University will explore the laser diode and what’s in store for it in the future. Professor Richard Hogg will explain how his future research might make laser diodes do some of the things that they currently can’t do. The laser diode turned 61 years old this month and the tiny components are a critical part of everyday life. Professor Hogg said: “They are now at the heart of the continuous transformation of society. “They transmit data to allow instantaneous, ubiquitous communication and data access. “They allow light to be used for cutting and welding, for sensing and imaging, for displays and illumination, and data storage. “And in the guise of a laser pointer they can even be used to entertain your cat!” He will discuss different classes of laser diode and their operation and applications. Professor Hogg joined Aston University in spring 2023 and is based at Aston Institute of Photonic Technologies (AIPT). It is one of the world’s leading photonics research centres and its scientific achievements range from medical lasers and bio-sensing for healthcare, to the high-speed optical communications technology that underpins the internet and the digital economy. The professor is also chief technology officer at III-V Epi, which provides compound semiconductor wafer foundry services. The free event will take place on the University campus at Conference Aston, on Tuesday 28 November from 6pm to 8pm and will be followed by a drinks reception. It can also be viewed online. To sign up for a place in person visit https://www.eventbrite.co.uk/e/717822585677?aff=oddtdtcreator To sign up for a place online visit https://www.eventbrite.co.uk/e/717824260687?aff=oddtdtcreator
Expert Q & A: Florida Tech faculty experts discuss the Artemis mission and why it matters
Artemis 1 Launch Starts New Lunar Exploration and Research The Artemis 1 mission has hit its halfway point. The uncrewed capsule Orion is orbiting the moon in the first spaceflight of NASA’s Artemis program. Over the entire Artemis program, NASA plans to establish the first long-term lunar presence via a base camp on the moon, then will use what was learned from the moon development for a mission to send the first astronauts to Mars. Founded as a school providing classes for the pioneering space technicians at what would become NASA, Florida Tech has been closely associated with the space program since its inception. The Artemis mission is no different, as over 25 Florida Tech alumni are working on the mission as part of the Exploration Ground Systems crew. We spoke with Florida Tech aerospace, physics and space sciences assistant professor Paula do Vale Pereira, Ph.D., and Don Platt, Ph.D., associate professor of space systems, about the Artemis mission, what it could mean for future missions and more. Q: What makes the Artemis rocket and mission significant? Pereira: The Space Launch System (or SLS for short) is the rocket that is central to the Artemis mission. The SLS will be the third rocket in history to be capable of launching humans to the Moon. Previously, the American Saturn V and Soviet N1 had that capability – none of the four N1 launch attempts were successful, though. Thus, the SLS could become the second rocket to ever fly humans to the Moon. The SLS has been under development for over a decade and one of its key technological differences from Saturn V is the focus on long-term, sustained access to the lunar surface. The SLS will power the Orion capsule to lunar orbit, where it will dock to the Lunar Gateway (currently under development). The Gateway will be a small space station orbiting the Moon and will have docking ports for the Orion capsule and different lander modules, such as SpaceX’s Starship. This coordinated infrastructure means that the SLS needs to carry only the Orion capsule and the crew, instead of having the carry the lander, command and service modules, as the Saturn V did. Because they don’t need to bring all these other modules with them, a larger quantity of useful equipment and extra crew members can be brought along, opening doors for a longer and even more productive human presence on the Moon. The SLS rocket also has other architectures which, instead of carrying humans, can carry large amounts of cargo to the Gateway, which can then be transferred to the lunar surface. This cargo capacity will be fundamental in building the infrastructure necessary for humans to strive on the Moon. Platt: Indeed, the SLS will be the largest launch vehicle ever flown and will put on a spectacular show on the Space Coast. This Artemis I mission will also test out the Orion capsule in deep space for an extended mission. The capability for the capsule to support human life in deep space will be demonstrated. As well, there are mannequins onboard Orion with radiation sensors in them. They will measure the radiation exposure in deep space and around the Moon to help verify how much radiation human astronauts may be exposed to. And I would add, much like the shuttle opened up Low Earth Orbit for all of humanity, Artemis will do the same for lunar exploration. Q: What is the significance of Artemis to NASA-sponsored space exploration? Platt: Artemis is the next major NASA human space program. It is also NASA’s first program to go back to the Moon since Apollo. It is designed to be the first in multiple efforts to expand human presence in space beyond Low Earth Orbit. It is also significant in that it has a goal to land the first woman and first person of color on the Moon. So, this is an inclusive program to hopefully involve all of humanity in future human space exploration and one day settlement. Q: How can moon-orbiting mission of Artemis help future space exploration? Platt: We need to demonstrate modern capabilities to get large spacecraft that can support human exploration to the Moon. The first step is to place them in orbit to test them out and soon to get astronauts experience in that environment as well. Much like Apollo 8 first orbited the Moon before humans landed on the Moon in Apollo 11 we are now testing and demonstrating new technology and capabilities first in lunar orbit. Pereira: I personally think the most important development in the Artemis mission is the coordination between different providers, especially the commercial partnership with companies such as SpaceX, Blue Origin and Lockheed Martin. The commercial partners will provide the lander systems which will take the astronauts from the Lunar Gateway to the lunar surface, a level of dependable trust that has only recently started to be common in NASA’s history. If you're a reporter looking to know more about this topic, let us help. Dr. Platt is available to speak with media regarding this and related topics. Simply click on his icon now to arrange an interview today. Contact Director of Media Communications Adam Lowenstein at adam@fit.edu to schedule an interview with Dr. do Vale Pereira.
Permanent magnets play an indispensable role in renewable energy technologies, including wind turbines, hydroelectric power generators and electric vehicles. Ironically, the magnets used in these “clean energy” technologies are made from rare earth elements such as neodymium, dysprosium and samarium that entail environmentally hazardous mining practices and energy-intensive manufacturing processes, according to Radhika Barua, Ph.D., mechanical and nuclear engineering assistant professor. Access to these rare earth magnets is also heavily reliant on China and demand for them is expected to grow as the U.S. seeks to meet net-zero carbon emissions by 2050. “That anticipated demand poses a challenge to U.S. decarbonization goals as the rare earth elements are characterized by substantial market volatility and geopolitical sensitivity,” Barua says. “This is where our project comes in.” Barua and fellow VCU professors Afroditi Filippas, Ph.D., and Everett Carpenter, Ph.D., are part of a team of VCU researchers working to create new types of magnets. By using additive manufacturing, more commonly known as 3D printing, they hope to create replacements for those permanent magnets composed of rare earth elements that are made from materials readily available in the U.S. China mines 58 percent of the global supply of rare earth elements used to make neodymium magnets that are widely used in consumer and industrial electronics, the U.S. Department of Energy (DOE) noted in a February 2022 report. That dominance grows throughout the manufacturing process with China accounting for 92 percent of global magnet production, the DOE estimates. “It would be ideal if we could manufacture the same magnets with the same characteristics without using rare earth elements,” says Filippas, who teaches electromagnetics at VCU. “It would be even better if we could make these magnets using additive manufacturing techniques.” VCU researchers are trying to do that in collaboration with the Commonwealth Center for Advanced Manufacturing (CCAM), which brings university, industry and government officials together to tackle manufacturing challenges. The professors are conducting much of their work at CCAM’s lab in Disputanta, Virginia. “We have access to equipment that we would not have access to at VCU,” Filippas says of the benefits of the CCAM partnership. “They provide that level of expertise using the equipment and understanding the process.” The project is funded by the VCU Breakthroughs Fund and CCAM. Barua is working with Carpenter, a chemistry professor, on the materials science part of the project. Filippas is focusing on data analytics and is helping develop a monitoring process to ensure the newly-crafted replacement magnets are viable. In addition to providing a more stable source of supply, Barua says the replacement magnets could also bring environmental benefits. Providing an alternative to rare earth magnets would involve less hazardous mining techniques while also reducing emissions and energy consumption. The replacement magnets are made by filtering particles of iron, cobalt, nickel and manganese through a nozzle where a laser fuses them together through a process known as direct energy deposition. That metal 3D printing approach can make complex shapes while minimizing raw material use and manufacturing costs, Barua says. “Right now, we’re printing straight lines just to see what we’re going to get and see if we can even print them,” Filippas says. “Are we getting the composition of the materials that we want? It’s a slow painstaking process towards freedom from reliance on rare earth materials.” Barua says using additive manufacturing allows researchers to create a unique microstructure layer-by-layer instead of simply making magnets from a cast. Researchers do not expect their replacements to mimic the full strength of rare earth magnets, but they hope to produce mid-tier magnets that are as close as possible to current magnets. Carpenter adds their new magnets could potentially be smaller and weigh less than rare earth magnets, which could lead to numerous benefits. “This reduction would be a big savings to the automobile manufacturing industry, for example, where every ounce matters,” Carpenter says. “In an S-Class Mercedes, there are over 130 magnets used in sensors, actuators or motors. This approach could save pounds of weight which translates into fuel efficiency.” Barua says the team is working to establish the feasibility of their new magnet-making process. They are trying to get the microstructure of the new magnets just right and are using additive manufacturing to fine-tune their magnetic properties, Barua says. “When artificial diamonds, cubic zirconia, was synthetically produced in the lab, it changed the entire diamond industry,” Barua says. “That’s exactly what we’re trying to do. We’re trying to make synthetic magnets.”
