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161SF' Associates for Research Intoo the Science of Enjoyment (ARISE)) iss an international, apolitical group ofscientistsand.academics which discusses.issues relatingto legally enjoyed pleasures such as chocolate;,coffee, tea, alcohol'andltobacco. ARISE associates believe4hatpleasurable experiences play a centrall role in human life and can be beneficial to health„but that this is:often foogottenocignored in well-meaning health imforrmationinitiatives. PiofessorDavid Wartburton, Directorof'Muman Psychopharrmacoiogyat:theUniversity of'Reading and founder member of ARISE, says: "Pleasureisa vital component of human life and can be a positive contributor to living as well as an antidote to.negative mood states. Research shows that the.human immune.system canibe enhanced or supnessed on4hebasis.of psychological state. So if pleasurable activity enhances one's moodl.then one's healthis likely.to be affected in a positive way." Pefessor Dawd.Warburtor 's C, c,titcr c' CBe..tivngp PSvchopnarmacaogv Grooc an tne Urnversrry. ot Rezding, Ux,. ~- s che ^.vcr9::-~- ~ F+ O ~

Mr Matrt~ Winokur Asia & Latin Co-ordinator Phil!ip Morris USA 120 Park Avenue New York NY 10017 USA Re: ARISE - Associates forReseareh Into The Science of Enioyment Assoeiatesfor Research Into the Science of Enjoyment As you may know, ARISE is a worldwide association of scientists who diseuss and study the role and health benefits of pleasurable experiences that cam be derived fromi everyday legal productsincbud'ung the use of alcohol~ chocolate, coffee, tea and tobacco. Over the past few months., ARISE has become more active and we are planning some. major events over the next year. Determined to spread the ARISE message further, we have produced a comprehensive information pack (enclosed) which covers all the key facts relating to the science of enjoyment. Also in¢Iluded are some recent press articles which demonstrate the growing trend towards a 'pleasure backlash' and a selection of Europe-wide coverage generated from ARISE's '93 research into the typical pleasures of everyday life. Through. August and September, ARISE.will be undertaking research into stress, relaxation andlpleasure in the officeenvironmenracross 15 countries in Europe, USA and Asia.Pacific. Results will be published in; November. An important date for your diary is 23rd - 26th April 1995, when ARISE will be holding its next international meeting. The Conference will' be held in Amsterdam, one of Europe's most stunning cities, and we anticipate some. very interesting debates and contributions. More details will be forwarded as soon as possible. In the meantime, look out for our September newsletter. If you wouldl like to contribute any news or views either to the newsletter or in generall, have any queries or require any further irttformation_- please get in touch with my new ARISE colleague, Ginny Boland, who can be contacted a( ohe address below. Yours sincerely ,. Professor David M Warburton P0:8ox 7007 London WC2N 5BETelephone.+44(0) 171 839 4473 Facsimile+-4v,0) 171 8394929:

Ginny$olanid AssocialesfoeResearch Into life Snience of Enjoyment PO Box 7007LLondon'N62M1 5BE' Te,.epbone ~440 171 1 639'on73 Fecsimfle.acd, 171 639c9'<9

INFORMATION PACK CONTENTS Associatesior Research Into 4he Science of. Enjoyment o What is ARISE? o The Scientific Case for Pleasure o Who Represents ARISE? o List of ARISE. Associates - academics and scientists across the world o Professor David M. Warburton - biography o Past Conferences. PO. Box 7007 1london WC2N 5BE Telephone +44(0).171 8394473 Facsimile+44(0) 171 8334929~

_. , What Is ARISE? Associatesfornesearch Ihto the Science of EnjoymenY. ARISE - Associates for Research Into the Science of' Enjoyment - is an international, apolitical group of scientists and academics who objectively debate issues relating to legally enjoyed pleasures such as alcohol, chocolate, coffee., tea.and tobacco. ARISE associates believe that pleasurable experiences play a central: role ihi human life and can be beneficial to health, but that this is often forgotten or ignored in well-meaning health information initi~atives. Formed in 1989, the group's focus is taken from the Oxford English Dictionary's dl;finfition of 'arise' -"to rise from inaction, esp. in hostility or rebellion (agaihst)"'. The Associates' believe that there should be resistance to the 'Calvinistic' attacks on people wholare obtaining, pleasure without harming others and on theirrfreedomi of choice to do so. Professor David Warburton, Director of Human Psychopharmacology at the University of Reading and worldwide co-ordinator of ARISE says: "Pleasure is a vital component of human life and, amongst other things, cann be a positive contributor to living as well as an antidote to negative mood states. Research shows that the human immune system can. be enhanced or suppressed om the basis of' psychological state. So if pleasurable activity enhances one's mood, then one's health is Iikelly to be affected in a positive way. The recent' emergence of neo-puritanism whereby people in positions of authority and so-callt•d 'experts' make pronouncements telling us which pleasurable things are permissible and which are not, is at best misguided andl at worst, potentially dangerous to our wellbeing." ..,. 2 PO:Box7007 London WC2N 5BE TeleplAone.+14101171 839,4473 Facsimilp.-~'-(0) 171 8394929

2 What Is ARISE (cont.) In 1993, ARISE carried out research amongst Europeans into the typical pleasures of everyday lifie„ and in Autumn 1994, ARISE's major international research project willl examine stress, relaxation and pleasure in the office environment. ARISE also organises international conferences:at.which eminent academics from all over the world meertod'uscuss issues of inuerest.rePating to ARISE's philosophy.° The next conference willlbe held in April 1995 in Amsterdam;. Recent conferences held by ARISE have focused on issues such as the psychology of pleasure, the contribution of pleasure to headth, movements against pleasure (health. promotion, taxation and advertising bans), the decision making of users, and freedom of choice. Books of the proceedings of'these conferences have been published. ARISE is concerned with pleasures derived from legal products and activities only and not with the use of illegal substances such as heroin andlcocaine. More ddtailk on 'ARISE Conferences' facrsheet

: Associatesfor4iesearch Into the Science of Enjoyrment. The Scientific Case for Pleasure The results of independent laboratory studies from around the world support the ARISE position that pleasurable experiences can be beneficial to health. Tests show that~ experiencing pleasure will lead to a reduction in the 'stress' hormones such as cortisol„ which in turn leads to an increase in immuno competence and therefore greater resistance to diseases such as cancer. Conversely, depression and stressors reduce immune competenee„ which results in weakened resistance to disease and an increased risk of damage to the stomach and heart. The sensory and pharmacological effects of substances such as alcohol, chocolate, coffee, tea and tobacco give pleasure, and so can have beneficial effects on health.. They alko provide apharmacologicadly calming effect, which.aids relaxation, and in moderation are also beneficial to health. A recent study undertaken amongst senile patients compared the effects of drinking only orange juice to drinking one bottle of beer per day. Results were startling: senile patients who hadlbeen morose and distant became talkative and alert, and incontinence decreased considerably. It is now accepted tharthe introduction of a cocktail hour in geriatric hospitals induces longevity. The pharmacological effects of coffee, tea and tobacco improve attention and memory and increase achievemenr at work. Achievement produces.pleasure and reduces work stressors and therefore has beneficial effects on healtb. There is clear scientific evidence that a cup of coffee, a glass of wine, a cigarette and a few pieces of chocolate make people calmer„ more relaxed!and generally happier. 12 PO: Box70071ondon vvC2N IaBE Telephone +44(0) 171 839 4473 Facsimile .--a(o) 171 8394929 .

The Scientific Case For Pleasure (cont.) And lasuly; but no less importanr, is the pleasure a person, derives from personal control over their psychoiogical state. In addition, the ability and freedom to. make an informed and individual choice to enjoy pleasurabie experiences in, moderation will play a significant role in welibeing,and therefore health. For scientific evidence to~support these statements, please contact ARISE on 44(0) 171' 839 4473.

Associates for Research Into the Science of. Enjoyment Who Represents ARISE? ARISE associates are a worldwide group of academics fo•om the disciplines of medicine, psychology, sociology and philosophy*. They are apolitical as a group and. act as iindtrpendent commentators. Associates of ARISE are caIDed on to advise on legislative reports and have the expertise to review scientific statements and make constructive statements on legislative proposals. ARI6E was the 'brainchild' of; and is spearheaded by, Professor David M. Warburton,, currently Director of the Human Psychopharmacology Group at the University of Reading in the UK.**' The supporters of ARISE are companies and trade associations across the world, representiing a wide range of indWstries involved in the. manufacture and disrributiom of products of' enjpyment. They include food, confectionery and tobacco manufaceurers: distillt°rs and brewers; hotel, catering and leisure organisatdons. The views expressed by ARISE are not necessarily those of its individuaV supporting, organisations. Ni 0 ~ ~ ~ © ~ * See Fact Sheer - List of ARISE Associates N r ** See Fact Sheet - Professor Warburton's biography ~ P08ox.7007 London 4UCPN'.5BETelephone.+44(0) 171 839 4473'. Facsimile --alm) 171 839.4929

Associates for Researoh, Into the Science ofEnjoyrment. ARISE Associates Dr Dighy Anderson Dr Gary Beauchamp Mr Keith Botsford Professor Michaell Bozarth Professor Christie. Davies Professor Jean- Pierre Dauwalder Dr Timothy Evans Director of Social Affairs Unit, London, UK Political Sociologist Editor of many books " Drinking to Your Health"; "A Diet of Reason"; "Risk, Health and the Consumer", etc. Director, Monell Chemicall Senses Institute, Philadelphia, USA. Sensory Scientist Researching the Pleasure of Flavours. Boston. University, Bostony USei Writer on food, wine and enjoyment "La Stampa", "Independent" and Editor of "Bostonia" magazine State University of New York at Buffalo, USA., Psychologist Researching the Psychobiology of Pleasure University of Reading„ UK. Sociologist~ Author of "Permissive Britain" University of Lausanne, Switzerland. Psychologist Researching Quality of Life and Health Consultant, Adam Smith Institute, London Political Sociolbgist Author of "Europe at Risk - Bureaucratic Betrayal of the European Ideal" Professor Sherwin Harvard University and Social Survey, Feinhandler Cambridge, Massachusetts, USA Sociologist Researching Sociology ofl Pleasure Professor Ian University of Surrey, UK. Hindmarch Psycholbgist Researching Psychopharmacology of Alcoholl, Caffeine and Nicotine. (POBox7007Lond©nNYC2N.SBE Telephone+44(0) 171 839.4473'. Fa¢simild-44(©) 171 8394929.