Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
M E N T A L M O D E L S by INDI YOUNG
you can increase your odds. One of the best ways is to understand
users’ reasons for doing things. Mental Models gives you the tools
to help you grasp, and design for, those reasons. Adaptive Path
co-founder Indi Young has written a roll-up-your-sleeves book for
designers, managers, and anyone else interested in making design
strategic, and successful.
“Indi Young’s mental models are the perfect way for your team to integrate your user’s perspective
into your design. I’ll be giving this book out to all our important clients and insisting they make it
part of their process.”
JARED SPOOL
CEO and Founding Principal
User Interface Engineering
“Indi’s book provides a systematic and invaluable means for applying mental models; having used
her method on many large projects, I’m a true believer.”
CAMILLE SOBALVARRO
Senior Director, Web Marketing & Communications
Sybase Inc.
MENTAL MODEL S
www.rosenfeldmedia.com
Aligning Design Strategy with Human Behavior
MORE ON MENTAL MODELS
www.rosenfeldmedia.com/books/mental-models/ by INDI YOUNG foreword by Jeff Veen
;3<B/:;=23:A
/:75<7<523A75<AB@/B35GE7B66C;/<036/D7=@
0G7<27G=C<5
@]aS\TSZR;SRWO
0`]]YZg\<SeG]`Y
B/0:3=41=<B3<BA
6]eb]CaSbVWa0]]Y f
EV]AV]cZR@SORbVWa0]]Y- fW
EVOb¸aW\bVS0]]Y- fWWW
EVObQ][SaeWbVbVS0]]Y- fWd
6S`S¸a6]eG]c1O\CaS;S\bOZ;]RSZa fdW
4`S_cS\bZgOaYSR?cSabW]\a ffW
4]`Se]`R ffd
EVObEVgEVS\O\REV]-
16/>B3@
EVObO\REVg-
BVS/RdO\bOUSa]TO;S\bOZ;]RSZ
EVObWaO;S\bOZ;]RSZ-
EVgCaS;S\bOZ;]RSZa-
1]\¿RS\QSW\G]c`2SaWU\
1ZO`WbgW\2W`SQbW]\ "
1]\bW\cWbg]TAb`ObSUg !%
16/>B3@
EVS\-CaW\U;S\bOZ;]RSZaeWbV
G]c`=bVS`E]`Y "
2SbS`[W\SG]c`@SaSO`QV;SbV]R "
6]e;S\bOZ;]RSZa6]]YW\b]=bVS`CFBSQV\W_cSa "$
AV]`bQcbaO\R=bVS`EOgab]CaS;S\bOZ;]RSZa #!
WW
BOPZS]T1]\bS\ba
B/0:3=41=<B3<BA
16/>B3@!
EV]-;S\bOZ;]RSZ
BSO[>O`bWQW^O\ba $!
>`]XSQb:SORS` $"
>`]XSQb>`OQbWbW]\S`a $$
>`]XSQb5cWRSa $&
>`]XSQbAc^^]`b $'
BVS;SbV]R
16/>B3@"
2S¿\SBOaY0OaSR
/cRWS\QSASU[S\ba %
BOaY0OaSR/cRWS\QSASU[S\ba %"
ASb@SaSO`QVAQ]^S !
16/>B3@#
A^SQWTg@SQ`cWbW\U2SbOWZa
3abW[ObSbVSBOZZg
E`WbSbVSAQ`SS\S` %
1]]`RW\ObSAQVSRcZSa %
@SQ`cWb>O`bWQW^O\ba !#
WWW
BOPZS]T1]\bS\ba
B/0:3=41=<B3<BA
16/>B3@$
ASbAQ]^ST]`bVS7\bS`dWSea "!
ASb@SaSO`QV5]OZa ""
:Wab7\bS`dWSe>`][^ba "&
16/>B3@%
7\bS`dWSe>O`bWQW^O\ba $
1VObPgBSZS^V]\S]`4OQSb]4OQS $!
2]<]b:SOR $$
>ZO\G]c`7\bS`\ObW]\OZ7\bS`dWSea '$
16/>B3@&
/\OZghSbVSB`O\aQ`W^ba "
1][PT]`BOaYa $
5SbA][S>`OQbWQS "
/\aeS`a #
16/>B3@'
:]]YT]`>ObbS`\a #
5`]c^BOaYaW\b]>ObbS`\a #
>ZO\G]c`:]UWabWQa &$
1]\U`ObcZObSG]c`aSZT '&
Wd
BOPZS]T1]\bS\ba
B/0:3=41=<B3<BA
16/>B3@
1`SObSbVS;S\bOZ;]RSZ ''
0cWZRbVS;]RSZ/cb][ObWQOZZg !
0cWZRbVS;]RSZ0Z]QYPg0Z]QY !"
@SdWSebVS2WOU`O[eWbV>`]XSQb5cWRSa ! $
EVOb2WRG]c:SO`\- !!
2SQ]`ObSbVS2WOU`O[ !!
/aYT]`4SSRPOQY !!&
16/>B3@
/RXcabbVS/cRWS\QSASU[S\ba !!'
1][^O`S@SacZbab]=`WUW\OZ6g^]bVSaWa !"
1ZO`WTgASU[S\b<O[Sa !"
/RXcabASU[S\b2S¿\WbW]\a !"!
CaS/cRWS\QSASU[S\baT]`=bVS`>`]XSQba !#
B`O\aWbW]\T`][@SaSO`QVb]2SaWU\DS`Pab]<]c\a !#
/^^ZWQObW]\a
16/>B3@
/ZWU\[S\bO\R5O^/\OZgaWa !#
2`OeO1]\bS\b;O^]TG]c`>`]^]aSRA]ZcbW]\ !#"
/ZWU\bVS1]\bS\bC\RS`bVS;S\bOZ;]RSZ !#'
1]\aWRS`bVS=^^]`bc\WbWSa !%%
AVO`SbVS4W\RW\Ua !&%
>`W\bbVS2WOU`O[ !&'
>`W]`WbWhSbVS=^^]`bc\WbWSa !'
d
BOPZS]T1]\bS\ba
B/0:3=41=<B3<BA
16/>B3@!
Ab`cQbc`S2S`WdObW]\ "
2S`WdS6WUV:SdSZ/`QVWbSQbc`S "!
>`]dWRSD]QOPcZO`gT]`:OPSZa "&
BSabG]c`Ab`cQbc`SO\R:OPSZa "
5S\S`ObS4SObc`SaO\R4c\QbW]\OZWbg "
dW
BOPZS]T1]\bS\ba
>V_eR]>`UV]d+
2]ZX_Z_X5VdZX_DecReVXjhZeY9f^R_3VYRgZ`c
9p@e[`Pfle^
Ifj\e]\c[D\[`X#CC:
.',:XiifccJki\\k#)C
9iffbcpe#E\nPfib
(()(,LJ8
Fek_\n\Y1nnn%ifj\e]\c[d\[`X%Zfd
Gc\Xj\j\e[\iifijkf1\iiXkX7ifj\e]\c[d\[`X%Zfd
GlYc`j_\i1Cfl`jIfj\e]\c[
<[`kfi1BXi\eN_`k\_flj\
Gif[lZk`fe<[`kfi1C`q;Xeq`Zf
Giff]i\X[\i1DXipA\Xe9XY`Z
@ek\i`fi;\j`^e18cc`jfe:\Z`c
:fm\i;\j`^e1AXjfeB\ie\m`Z_
)''/Ifj\e]\c[D\[`X#CC:
8ccI`^_kjI\j\im\[
@J9E($0**/)'$'-$*
@J9E$(*0./(0**/)''-+
C`YiXipf]:fe^i\jj:fekifcEldY\i1)''.0*'.'.
Gi`ek\[Xe[Yfle[`ek_\Le`k\[JkXk\jf]8d\i`ZX
K_`jYffb`j[\[`ZXk\[kfdp
]Xk_\i#<m\ik?Xc\Pfle^#Ai%
?`jÇZXe[fÈXggifXZ_cX`[k_\
g\ijg\Zk`m\]fidp\ek`i\c`]\%
6=EB=CA3B67A0==9
E\Z\jj`kp`jk_\dfk_\if]`em\ek`fe%
?`jkfi`ZXccp#kffc[\j`^eÆ]ifdXj_Xig\e\[
jkfe\XokfX]fc[`e^AXgXe\j\gile`e^jXnÆ
_XjY\\e`ejg`i\[Ype\\[%K_\[\j`^e\ij
k_\dj\cm\jiXe^\]ifdj\\d`e^cp`jfcXk\[
^\e`lj`em\ekfijkfZlY`Zc\]Xidjf]\e^`e\\ij
n`k_\ogc`Z`kjg\Z`ÓZXk`fe[fZld\ekj%I\Xccp
jlZZ\jj]lc[\j`^eÆk_Xkn_`Z_jfcm\jk_\
gifYc\d#`j\Xjpkflj\#Xe[`jY\Xlk`]lckf
Y\_fc[n_`c\]leZk`fe`e^Æ`j_`kXe[d`jj%
@eefmXk`fe`j\clj`m\%Cfkjf]dfe\pXe[
_fg\Xi\glkkfnXi[jgif[lZkjk_Xkcffb
\eZfliX^`e^Xkk_\flkj\k#Ylk\e[lgefk
hl`k\i\XZ_`e^k_\dXib%<eki\gi\e\lij#
`em\jkfij#[\j`^e\ij#\e^`e\\ij#Xe[Zljkfd\ij
Xcc^\kYlie\[dfi\f]k\ek_Xek_\pjlZZ\\[%
K_\i\`jeffe\d\k_f[kf]fccfnkfZi\Xk\
g\i]\Zkgif[lZkj%9lkk_\i\Xi\dXepnXpj
kf`eZi\Xj\k_\f[[j%Fe\f]k_\d`jkf
le[\ijkXe[k_\i\Xjfe]fik_\kffc`ek_\
ÓijkgcXZ\%;\\gcp`em\jk`^Xk\n_Xkg\fgc\
Xi\kip`e^kf^\k[fe\Xe[c`e\lgpfli
Wf
6]eb]CaSbVWa0]]Y
6=EB=CA3B67A0==9
jfclk`fejkfdXkZ_%8i\pflkip`e^kfjfcm\
XjdXccgXikf]XcXi^\iglqqc\k_XkZflc[Y\
j`dgc`Ó\[`]pflcffbXkXYifX[\iZfek\okf]
k_\Zljkfd\iÊjY\_Xm`fiXe[g_`cfjfg_`\j6
;fpfl_Xm\jfdXepXjg\Zkjkfpflij\im`Z\
k_Xk`kÊj_Xi[kfgi`fi`k`q\n_\i\kf`em\jkdfi\
[\m\cfgd\ek[fccXij6
8jÓijkXjf]knXi\\e^`e\\iXe[k_\eXjX
jg\Z`Xc`jk`en\YXggc`ZXk`fej#@_X[Y\\e
[f`e^k_`jYifX[jfikf]kXjbXeXcpj`j]fidXep
p\XijY\]fi\@ZXd\lgn`k_XnXpkf[iXnX
g`Zkli\f]`kXccÆXd\ekXcdf[\c#n_`Z_`jXe
X]Óe`kp[`X^iXdf]lj\iY\_Xm`fijjliifle[`e^
XgXik`ZlcXikfg`Z%J\\ÇN_Xk`jXe8]Óe`kp
;`X^iXd6È`e:_Xgk\i(2Xe[j\\8gg\e[`o9
eee`]aS\TSZR[SRWOQ][P]]Ya[S\bOZ
[]RSZaQ]\bS\bO^^S\RWfMP ]fik_\jkfipf]
_fnk_\k\Z_e`hl\\mfcm\[% D\ekXcdf[\cj
_\cgd\`ccljkiXk\Xgif]fle[le[\ijkXe[`e^
f]k_\lj\i#Xc`^ejfclk`fejkfXi\Xjk_XkdXb\
X[`]]\i\eZ\#Xe[Z_XikdpnXpk_ifl^_X
[\ZX[\f][\m\cfgd\ek%N_\eg\fgc\jXnk_\
f
6]eB]CaSBVWa0]]Y
6=EB=CA3B67A0==9
Óijk[`X^iXdj#k_\p\eZfliX^\[d\kfj_Xi\
k_\d`egi`ek%J\m\ep\XijcXk\i#@ZXeÓeXccp
^`m\pflk_`jYffb%
EV]AV]cZR@SORbVWa0]]Y-
;\g\e[`e^fej`fcc`]V#pfld`^_kY\
`ek\i\jk\[`ei\X[`e^Z\ikX`eZ_Xgk\ijÓijk%@
Xek`Z`gXk\k_XkXcfkf]pfln`ccY\giXZk`k`fe\ij
XZklXccpZi\Xk`e^d\ekXcdf[\cj%@Xcjf_fg\
k_XkdXepf]pflXi\i\jgfej`Yc\]figif[lZk
jkiXk\^pÆ[`i\ZkfijXe[\o\Zlk`m\jÆXe[Xi\
`ek\i\jk\[`e_fnd\ekXcdf[\cjZXe_\cg
^l`[\pfli[\Z`j`fej%=fik_fj\f]pfln_f
Xi\gifa\ZkdXeX^\ijXe[k\XddXeX^\ij
n`k_`ecXi^\fi^Xe`qXk`fej#@_Xm\`eZcl[\[
`e]fidXk`feXYflk_fnkfileXd\ekXcdf[\c
gifa\ZkjlZZ\jj]lccpXjXgXikf]Xe\knfib
f]fk_\ii\j\XiZ_Xe[[\j`^egifa\Zkj%8e[
]fiXccf]pfln_fe\\[kfg\ijlX[\b\p
g\fgc\`epfliYlj`e\jjkfZlck`mXk\XY\kk\i
le[\ijkXe[`e^f]k_\g\fgc\n_flj\pfli
gif[lZkj#@Xdc`jk`e^b\pZ_Xgk\ijkf
i\]\i\eZ\%
fW
6]eb]CaSbVWa0]]Y
6=EB=CA3B67A0==9
>`]RcQbAb`ObSUWaba3fSQcbWdSa(
1VO^bS`(EVObO\REVg-
BVS/RdO\bOUSa]TO;S\bOZ;]RSZ
1VO^bS` (/ZWU\[S\bO\R5O^/\OZgaWa
BSO[;O\OUS`a(
1VO^bS` (EVS\-
CaW\U;S\bOZ;]RSZaeWbVG]c`=bVS`E]`Y
1VO^bS`!(EV]-;S\bOZ;]RSZBSO[>O`bWQW^O\ba
3dO\USZWaba(
1VO^bS`(EVObO\REVg-
BVS/RdO\bOUSa]TO;S\bOZ;]RSZ
1VO^bS` (/ZWU\[S\bO\R5O^/\OZgaWa
>`]XSQb;O\OUS`a(
/^^S\RWf/(6]e;cQVBW[SO\R;]\Sg-
/dOWZOPZS]\bVSP]]YaWbSOb eee`]aS\TSZR[SRWO
Q][P]]Ya[S\bOZ[]RSZaQ]\bS\b
O^^S\RWfMO
>`OQbWbW]\S`a(
1VO^bS`"(2S¿\SBOaY0OaSR/cRWS\QSASU[S\ba
1VO^bS`#(A^SQWTg@SQ`cWbW\U2SbOWZa
1VO^bS`$(ASbAQ]^ST]`bVS7\bS`dWSea
1VO^bS`%(7\bS`dWSe>O`bWQW^O\ba
1VO^bS`&(/\OZghSbVSB`O\aQ`W^ba
1VO^bS`'(:]]YT]`>ObbS`\a
1VO^bS`(1`SObSbVS;S\bOZ;]RSZ
fWW
6]eb]CaSbVWa0]]Y
6=EB=CA3B67A0==9
1VO^bS`(/RXcabbVS/cRWS\QSASU[S\ba
1VO^bS` (/ZWU\[S\bO\R5O^/\OZgaWa
1VO^bS`!(Ab`cQbc`S2S`WdObW]\
@\og\ZkpflÊcclj\k_`jYffbXjpflii\jfliZ\
n_\epflZi\Xk\pfliÓijkd\ekXcdf[\c%
@Xcjf\og\Zkk_`jYffbkfY\pflii\jfliZ\
n_\e\ogcX`e`e^k_\Y\e\Ókjf]d\ekXc
df[\cjkfg\fgc\`epflifi^Xe`qXk`fe#Xj
pflZfem`eZ\k_\dk_Xkj`fcVR]]jTR_klie
k_\j_`gXifle[Xe[Zi\Xk\lj\i$Z\ek\i\[
jfclk`fej%
EVOb¸aW\bVS0]]Y-
K_`jYffbXejn\ijjfd\f]k_\_Xi[\i
hl\jk`fej@XdXjb\[XYflk_fnkfZi\Xk\
Xe[lj\d\ekXcdf[\cj%@Y\^`en`k_Xj\kf]
Z_Xgk\ijk_Xk`ekif[lZ\d\ekXcdf[\cjXe[
kXcbXYflkhYjR_UhYV_kfdXb\Xd\ekXc
df[\c1
1VO^bS`(EVg-BVS/RdO\bOUSa]TO;S\bOZ;]RSZ
1VO^bS` (EVS\-
CaW\U;S\bOZ;]RSZaeWbVG]c`=bVS`E]`Y
1VO^bS`!(EV]-;S\bOZ;]RSZBSO[>O`bWQW^O\ba
fWWW
6]eb]CaSbVWa0]]Y
6=EB=CA3B67A0==9
K_\j\Zfe[j\Zk`fe[\jZi`Y\jk_\d\k_f[lj\[
kfZi\Xk\Xd\ekXcdf[\c1
1VO^bS`"(2S¿\SBOaY0OaSR/cRWS\QSASU[S\ba
1VO^bS`#(A^SQWTg@SQ`cWbW\U2SbOWZa
1VO^bS`$(ASbAQ]^ST]`bVS7\bS`dWSea
1VO^bS`%(7\bS`dWSe>O`bWQW^O\ba
1VO^bS`&(/\OZghSbVSB`O\aQ`W^ba
1VO^bS`'(:]]YT]`>ObbS`\a
1VO^bS`(1`SObSbVS;S\bOZ;]RSZ
1VO^bS`(/RXcabbVS/cRWS\QSASU[S\ba
K_\k_`i[j\Zk`fef]k_\Yffb[\jZi`Y\j_fn
kfRaa]jR^V_eR]^`UV]kfpflinfib1
1VO^bS` (/ZWU\[S\bO\R5O^/\OZgaWa
1VO^bS`!(Ab`cQbc`S2S`WdObW]\
K_\Xgg\e[`Z\jXe[Y`Yc`f^iXg_pXi\
XmX`cXYc\Xjc`ebjfek_\Yffbj`k\Xk eee
`]aS\TSZR[SRWOQ][P]]Ya[S\bOZ[]RSZa
N\i\Zfdd\e[k_Xkpfl[`jgcXpk_\[`^`kXc
m\ij`fef]k_\Yffblj`e^Xi\Z\ekm\ij`fe
f]8[fY\ÊjI\X[\ifi8ZifYXkGif]\jj`feXc#
n_`Z_jlggfikc`m\c`ebj%K_XknXppflZXe
aldgkffk_\igXikjf]k_\Yffb`%\%#]ifd
k_\kXYc\f]Zfek\ekjkfXjg\Z`ÓZj\Zk`fe
fWd
6]eb]CaSbVWa0]]Y
6=EB=CA3B67A0==9
Xe[kf\ok\ieXcn\YgX^\jjlZ_Xjk_\cXi^\#
_`^_$i\jfclk`fem\ij`fef]\XZ_f]k_\YffbÊj
`ccljkiXk`fej#n_`Z_n\Êm\dX[\XmX`cXYc\m`X
=c`Zbi Ypj`dgcpZc`Zb`e^%PflÊccXcjfÓe[
eXm`^Xk`fe\Xj`\i`]pfl[`jgcXpk_\EXm`^Xk`fe
GXe\`e8ggc\ÊjGi\m`\ni\X[\i#k_\;iXn\i %
N\Êm\fgk`d`q\[k_\[`^`kXcm\ij`fef]k_`jYffb
]fiY\`e^i\X[Xe[lj\[feXZfdglk\i%8j
[`^`kXcYffbjXi\jk`cchl`k\Xe\ng_\efd\efe#
n\Ê[cfm\pflijl^^\jk`fej]fi_fnkf[f
`dgifm\fli[`^`kXc[\j`^e2gc\Xj\ZfekXZklj
XkW\T].`]aS\TSZR[SRWOQ][
EVObQ][SaeWbVbVS0]]Y-
K_`jYffbÊjZfdgXe`fen\Yj`k\ eee
`]aS\TSZR[SRWOQ][P]]Ya[S\bOZ[]RSZa`j
Z_fZb$]lccf]d\ekXcdf[\cj$i\cXk\[^ff[`\j%
PflÊccÓe[1
fd
6]eb]CaSbVWa0]]Y
6=EB=CA3B67A0==9
8mXi`\kpf]<oZ\cXe[Nfi[k\dgcXk\j
`eZcl[`e^fe\jk_Xk_\cgpfln`k_
i\Zil`k`e^Xe[ZXgkli`e^Y\_Xm`fij
JZi`gkj]fiZfem\ik`e^<oZ\cXe[Nfi[
k\dgcXk\j`ekfODCM`j`fXe[Fde`^iX]Ô\
[`X^iXdj
<m\ip[`X^iXd`ek_\Yffb[fnecfX[Xe[
`ej\ikk_\d`epflifnegi\j\ekXk`fej
K_\YffbÊjY`Yc`f^iXg_p
8gg\e[`o819`h>fTYEZ^VR_U>`_Vj0
c\Xien_XkÊcc`kZfjkpflkf[\m\cfgd\ekXc
df[\cj
8gg\e[`o91EYV6g`]feZ`_`WeYV>V_eR]
>`UV]EVTY_ZbfVc\Xie_fnk_`jd\k_f[
ZXd\kfY\
K_\Yffbj`k\Xcjf`eZcl[\jXYcf^n_\i\
XefZZXj`feXccpc`m\cp[`jZljj`fef]d\ekXc
df[\cjYi\Xbjflk2gc\Xj\af`e`e
fdW
6]eb]CaSbVWa0]]Y
6=EB=CA3B67A0==9
PflZXeb\\glgn`k_Yffb$i\cXk\[
XeefleZ\d\ekj#e\nZfek\ekX[[`k`fej#Xe[
fk_\iZ_Xe^\jfek_\j`k\YpjlYjZi`Y`e^kf
`kjIJJ]\\[1 TSSRa`]aS\TSZR[SRWOQ][
[S\bOZ[]RSZa
6S`S¸a6]eG]c1O\CaS;S\bOZ
;]RSZa
Pfld`^_kdXb\Xd\ekXcdf[\c]fiXcfk
f]i\Xjfej%=fi\oXdgc\#pflZXe`dgifm\
gifa\ZkdXeX^\d\ekYpjkl[p`e^k_fj\n_f
Zffi[`eXk\gifa\Zkk\Xdj%Fi#pflZXe`em\ek
Xe\nZfddlk`e^j\im`Z\Yple[\ijkXe[`e^
Xcck_\Xjg\Zkjf]_fng\fgc\^\kkfk_\`iafYj%
PflZXeZXg`kXc`q\fek_\^XgjY\kn\\ek_\
jfclk`fejpflf]]\iXe[n_XkpfliZljkfd\ij
Xi\kip`e^kfXZZfdgc`j_%PflZXe[\i`m\k_\
XiZ_`k\Zkli\f]pfli[\j`^e]ifdk_\i\jlck`e^
[`X^iXd%N_`c\k_\nfi[j@XdXYflkkfc`jk
dXpjfle[[Xk\[n_\epfli\X[k_`jYffb
`eX]\np\Xij#@Êcc^fX_\X[Xe[jXpk_\djf
pflZXe\em`j`fe`kdfi\\Xj`cp`ek_\gi\j\ek
[Xp %K_`jd\k_f[ZXeY\lj\[]fi1
fdWW
6]eb]CaSbVWa0]]Y
6=EB=CA3B67A0==9
;`^`kXcgif[lZkj#jlZ_Xj`ek\ie\k
Xggc`ZXk`fej
G_pj`ZXcgif[lZkjn`k_`ek\iXZk`m\]leZk`fej#
jlZ_XjXnXkZ_
CfZXk`fe$XnXi\gif[lZkj#jlZ_XjXg_fe\
D\k_f[fcf^`\j#jlZ_Xjgifa\Zk
dXeX^\d\ek
@e]fidXk`fe[\c`m\ip#jlZ_XjXdfek_cp
jkXk\d\ek
J\im`Z\j#jlZ_XjZfekifcc`e^pfli
_flj\_fc[ÊjZXiYfe]ffkgi`ek
G_pj`ZXcjgXZ\j]figifm`[`e^j\im`Z\j#jlZ_
XjXc`YiXip
9ifnjXYc\[XkXYXj\j#jlZ_Xjbefnc\[^\
YXj\j
GcXk]fid$jg\Z`ÓZe\knfib\[Xggc`ZXk`fej
Fec`e\d\[`X#fec`e\jkfi\j#\kZ%
Pfl^\kk_\`[\X%K_ifl^_flkk_`jYffb@lj\
k_\nfi[Ç[\j`^eÈkfd\Xejfd\k_`e^Zcfj\i
kfÇ\e^`e\\i`e^[\j`^eÈÆdXb`e^jfd\k_`e^
]fijfd\fe\kflj\%K_\i\Xi\kfejf]fk_\i
fdWWW
6]eb]CaSbVWa0]]Y
6=EB=CA3B67A0==9
[\Óe`k`fej]fiÇ[\j`^e#ÈYlk]fik_`jYffb@
]fZljfealjkk_`jfe\Xjg\Zk%Jfn_\epfl
i\X[k_\nfi[Ç[\j`^e#Èk_`ebf][`^`kXc#
g_pj`ZXc#Xe[\em`ifed\ekXc`ek\iXZk`fejk_Xk
g\fgc\ZXiipflkkfXZZfdgc`j_jfd\k_`e^%
D\ekXcdf[\c[`X^iXdj_Xm\Y\\elj\[
]fi[\j`^eYp]fi$gifÓkXe[efe$gifÓk
fi^Xe`qXk`fej#le`m\ij`k`\j#^fm\ied\ek
X^\eZ`\j#gi`mXk\`e[`m`[lXcj#Xe[`ek\ieXc
[\gXikd\ekj%@n`cc`ccljkiXk\k_\Yi\X[k_
f]Xggc`ZXk`fejk_ifl^_flkk_`jYffbn`k_
XeXcf^`\jXe[i\Xc$c`]\\oXdgc\j%
Fe\k_`e^kfkXb\]ifdk_`jYffb`jX
j\ej\f]dfm`e^Y\pfe[ZfejkiX`ekj%PflÊi\
gifYXYcpefkXjki`Zkilc\$]fccfn\i#pflij\c]%
AljkY\ZXlj\dpYXZb^ifle[`jjf]knXi\
[\j`^e[f\jeÊkd\XepflZXeÊklj\d\ekXc
df[\cjkf[\m\cfgX^fm\ied\ekYl`c[`e^
fiXgif[lZk`fenfibÔfnfiXepk_`e^\cj\
pfle\\[%D\i^\k_\k\Z_e`hl\n`k_`kj
\jkXYc`j_\[Zflj`ej`epfligXik`ZlcXiÓ\c[f]
fWf
6]eb]CaSbVWa0]]Y
6=EB=CA3B67A0==9
\og\ik`j\#Xe[k\cck_\i\jkf]lj_fnpfl[`[
`k%Ki\Xk`kb`e[f]c`b\fg\ejfliZ\1@k`jpflij
kfdXe`glcXk\Xe[\ok\e[%C\k\m\ipfe\\cj\
Y\e\Ók]ifdpfliZfeki`Ylk`fej%
Dp_fg\`jk_Xkfli^\e\iXk`fef][\j`^e\ij
ZXe\o\Zlk\Xe`eÔ\Zk`fegf`ekk_Xkn`ccY\
i\d\dY\i\[Xjk_\gf`ek`ek`d\n_\en\
jkfgg\[[\j`^e`e^Ype\Z\jj`kp%
ff
6]eb]CaSbVWa0]]Y
4@3?C3<B:G
/A932?C3AB7=<A
EVObWaO[S\bOZ[]RSZ-
K_\kfggXikf]k_\df[\c`jXm`jlXc[\g`Zk`fe
f]k_\Y\_Xm`fif]XgXik`ZlcXiXl[`\eZ\#
]X`k_]lccpi\gi\j\ek`e^iffkdfk`mXk`fej%K_\
YfkkfdgXikf]k_\df[\cj_fnjmXi`fljnXpj
f]jlggfik`e^dXkZ_`e^Y\_Xm`fij%N_\i\
jlggfikXe[Y\_Xm`fiXi\Xc`^e\[#pfl_Xm\X
jfclk`fe%N_\i\XY\_Xm`fi`jefkjlggfik\[#
pfl_Xm\Xefggfikle`kpkf\ogcfi\]lik_\i%
ASS^OUS ]fidfi\`e]fidXk`fe%
EVObWT7R]\¸bVOdSOPWUPcRUSb-
@]pflifi^Xe`qXk`feXci\X[pZfe[lZkjljXY`c`kp
k\jkjn`k_jfd\i\^lcXi`kp#g`^^pYXZbj_fik
`ek\im`\njfekfgf]\XZ_j\jj`fe%8jbk_\
gXik`Z`gXekkfjkXpn`k_pfl]fiXe_fli#
Xe[jg\e[_Xc]k_\k`d\fek_\ljXY`c`kpk\jk
Xe[_Xc]feZfe[lZk`e^Xefe$c\X[`e^
`ek\im`\nASS^OUS#%
EVObR]g]c[SO\PgµbOaY-¶
K_\nfi[ÇkXjbÈ`jlj\[cffj\cp%N_\e@lj\
k_\nfi[ÇkXjb#È`kd\XejXZk`fej#k_fl^_kj#
]\\c`e^j#Xe[dfk`mXk`fejÆ\m\ipk_`e^k_Xk
ffW
4`S_cS\bZg/aYSR?cSabW]\a
4@3?C3<B:G
/A932?C3AB7=<A
Zfd\jlgn_\eXg\ijfeXZZfdgc`j_\j
jfd\k_`e^#j\kjjfd\k_`e^`edfk`fe#fi
XZ_`\m\jXZ\ikX`ejkXk\%ASS^OUS %
EVObO`SbOaYPOaSROcRWS\QSaSU[S\ba-
KXjb$YXj\[Xl[`\eZ\j\^d\ekjXi\#hl`k\
j`dgcp#^iflgjf]g\fgc\n_f[fj`d`cXi
k_`e^j%N_`c\g\ijfeXc`kpkpg\j[fkflZ_
lgfeY\_Xm`fi#^\e\iXk`m\i\j\XiZ_]fi
Yl`c[`e^d\ekXcdf[\cji\hl`i\jk_Xkpfl
j\c\Zk]ifd^iflgjf]g\fgc\n_fnXekkf
^\k[`]]\i\ekk_`e^j[fe\%9\ZXlj\pfln`cc
nXekkfkX`cfipfli\e[jfclk`fejkfÓk\XZ_
Xl[`\eZ\\oXZkcp#^iflg`e^Xl[`\eZ\jYp
[`]]\i\eZ\j`eY\_Xm`fi`j`dgfikXek%PflnXek
kf\e[lgn`k_jfclk`fejk_XkdXkZ_Y\_Xm`fij
Xe[g_`cfjfg_`\jZcfj\cpiXk_\ik_Xen`k_fe\
jfclk`fek_XkÓkjj\m\iXcXl[`\eZ\jcffj\cp%
=`^li\flkn_Xkg\fgc\nXekkfXZZfdgc`j_#
cffb]fi[`]]\i\eZ\j#Xe[^iflgXZZfi[`e^cp%
ASS^OUS%"
ffWW
4`S_cS\bZg/aYSR?cSabW]\a
4@3?C3<B:G
/A932?C3AB7=<A
6]eR]7c\Q]dS`bVS`]]bbOaY-
;li`e^XeXcpj`j#pflXi\i\hl`i\[kf`ek\igi\k
Xc`kkc\%K_`j`jk_\ÇXikÈkfk_\gifZ\jj%Pfl
n`ccÓe[`k\Xj`\i`]pflXjbpflij\c]#ÇN_Xk`j
k_`jg\ijfei\Xccpkip`e^kf[f6ÈK_\`[\X`jkf
j`dgc`]pkfk_\ÇiffkÈkXjb%ASS^OUSa O\R
&
EVObR]g]c[SO\PgOQ]\bS\b[O^¸a
µQ]\bS\b¶-
C\kd\Xjjli\pflk_Xkk_\eXd\ÇZfek\ekÈ
[f\jefkc`d`kpflidXgkfk\ok[fZld\ekj%
PfliZfek\ekdXgj_flc[`eZcl[\Xcck_\
nXpjpflj\im\g\fgc\#`eZcl[`e^k_`e^jc`b\
dfek_cpXZZflekjkXk\d\ekjfip\XicpXnXi[j
YXehl\kj#i\^`jkiXk`fe]fikiX`e`e^Zflij\j#fi
Xdfik^X^\ZXcZlcXkfi%ASS^OUS!#"
2]SaOQ]\bS\b[O^aV]eSdS`g
RSbOWZ]T[ga]ZcbW]\-
@k`eZcl[\jXcc]leZk`feXc`kpk_Xk\o`jkjfi`j
`ek\e[\[]fipflijfclk`fe%ASS^OUS!#"
ffWWW
4`S_cS\bZg/aYSR?cSabW]\a
4@3?C3<B:G
/A932?C3AB7=<A
6]eQO\O\OZghW\UUO^aW\O[S\bOZ[]RSZ
aV]e[SW\\]dObWdSWRSOa-
K_\Óijkk_`e^kfcffbXk`jk_\fYm`flj^Xgj
n_\i\k_\i\`jXeXYj\eZ\f]Zfek\ek`k\dj%
Pfli_fg\`jk_XkpflZXeÓe[X^Xgk_Xk
pflZXeÓcc\Xj`cp%K_\ecffb]fijZXiZ`kpf]
Zfek\ek`k\dj%K_`ebXYflkn_\i\pflZXe
Ô\j_flkk_`e^jXY`k%Cffb]fifggfikle`k`\j
kfi\[\Óe\#ZfdY`e\#fiXl^d\ek\o`jk`e^
Zfek\ek%ASS^OUS!%%
6]eQO\[S\bOZ[]RSZaVSZ^[S[OYSaS\aS
]TOZZ[geSP^`]^S`bWSa-
<XZ_fe\f]pflin\Ygifg\ik`\j`jXYl`c[`e^
fepfli`ek\ie\kZXdglj%<XZ_gifg\ikp_Xj
`kjfnele`hl\eXm`^Xk`fek_Xki\gi\j\ekjk_\
d\ekXcdf[\cf]k_\g\fgc\gfglcXk`e^`k%ASS
^OUS! "
ffWd
4`S_cS\bZg/aYSR?cSabW]\a
4=@3E=@2
ÇPflÊi\i\j\XiZ_`e^Xcck_\Zi\Xk`m`kpflkf]
k_`jgifa\ZkÈ
@ZXeÊkk\ccpfl_fndXepk`d\j@Êm\_\Xi[
[\j`^e\ij#[\m\cfg\ij#Xe[\m\eYlj`e\jj
fne\ijjXpk_`j%@kljlXccpZfd\jaljkX]k\i
Xgifa\Zk_XjY\^le#Xj@Êdgi\gXi`e^]fi
`ek\im`\njn`k_lj\ij%;\j`^e\ijaljknXek
kfjkXik[\j`^e`e^#[\m\cfg\ijnXekkfjkXik
ni`k`e^Zf[\#dXeX^\ijnXekk_\k_`e^kf
j_`gÆjfn_pXi\n\jg\e[`e^Xcck_`jk`d\
kXcb`e^68e[Xcck_`jjkl]]aljkj\\djjf
fYm`flj%;fn\i\Xccpe\\[lj\ijkfk\cclj
n_Xkn\Xci\X[pbefn6
@kipkfY\[`gcfdXk`Z%ÇDXpY\X]\n`ek\im`\nj
efnn`ccjXm\ljcfkjf]^i`\]cXk\i#È@k\cck_\d%
ÇK_`ebf]k_`jXj`ejliXeZ\1C\kÊjdXb\jli\
n\Êm\^fkk_\YXj`Zji`^_kY\]fi\n\Êm\[\j`^e\[
\m\ipk_`e^Xe[ni`kk\eXcck_\Zf[\%È
9lkefdXkk\in_Xk@jXpkfZfem`eZ\Xk\Xd
kf[fi\j\XiZ_\Xicp`ek_\`igifa\Zk#@e\m\ic\k
ffd
4]`Se]`R
4=@3E=@2
k_\dbefndp[`ikpc`kkc\j\Zi\k1@lj\[kfY\
aljkXjjb\gk`ZXcXjk_\d%
@Êm\XcnXpjY\c`\m\[`eXlj\i$Z\ek\i\[[\j`^e
d\k_f[fcf^p%<m\e\Xicp`edpZXi\\i#n_\e
@nXjaflieXc`jk#n\XcnXpjjkXik\[n`k_
k_\dXekiXÇbefnpfliXl[`\eZ\%ÈCXk\i`e
dpZXi\\i#@Ê[^fkfZfe]\i\eZ\jXe[nXkZ_
gi\j\ekXk`fejn`k_gifZ\jj[`X^iXdjÆYfo\j
i\gi\j\ek`e^lj\ije\\[jn`k_Xiifnjgf`ek`e^
kfYfo\ji\gi\j\ek`e^gif[lZki\hl`i\d\ekj%
@ek\cc\ZklXccp#@X^i\\[%9lkn_\e@jkXik\[
Xe\ngifa\Zk#`ek_Xk`ekfo`ZXk`e^ÓijkjkX^\
n_\eXepk_`e^`jgfjj`Yc\#@Ê[aldgjkiX`^_k
kfjfclk`fej%ÇC\kÊjlj\=cXj_]fik_`jgXik
8e[fm\i_\i\#n\Êcc[\j`^ejfd\Xn\jfd\
`Zfej]fieXm`^Xk`fe¾ÈFlilj\ijn\i\jk`cc
`dgfikXek#Ylkk_\pn\i\k_\i\kfY\Xin`ke\jj
kf_fnZffcfli[\j`^ejn\i\%
K_\e@d\k@e[`Pfle^%@e[`Xe[@n\i\
Xdfe^k_\]fle[`e^gXike\ijf]8[Xgk`m\
GXk_#Xlj\i\og\i`\eZ\Zfejlck`e^ZfdgXep
ffdW
4]`Se]`R
4=@3E=@2
k_Xk]fZlj\[fei\j\XiZ_$[i`m\e[\j`^e%N\
]fle[\[k_\ZfdgXep`ek_\[Xib[Xpjf]k_\
N\Y`e[ljkip%@knXj)''(%Ç;fkZfdÈnXj
X[`ikpnfi[#ZfdgXe`\jn\i\Zlkk`e^k_\`i
N\YYl[^\kj#Xe[gifa\Zkjn\i\[ip`e^lg
\m\ipn_\i\%
@knXjk_\ek_XkÇi\j\XiZ_$[i`m\eÈjkXik\[
_Xm`e^i\Xcd\Xe`e^kfd\%8j@e[`
`ekif[lZ\[_\id\k_f[fcf^pXe[i\jlck`e^
m`jlXc`qXk`fej#`kY\ZXd\Zc\Xik_Xkj_\nXjeÊk
aljkkip`e^kfdXb\[\j`^ejY\kk\i`ejfd\
XYjkiXZknXp%IXk_\i#_\igifZ\jjnXjj`dgc\
\efl^_kfi\jfeXk\n`k_Xepfe\feXN\Y
k\Xd%8e[g\i_Xgjdfi\`dgfikXekcp#`knflc[
_\cgZfee\ZkN\Yk\Xdjkffk_\iZfi\gXikj
f]k_\`ifi^Xe`qXk`fejn_fn\i\jb\gk`ZXcf]
jg\e[`e^\m\eXefk_\iZ\ekfek_\`in\Yj`k\j%
@ek_\\e[#lj`e^@e[`ÊjgifZ\jj#n\n\i\XYc\
kfZfem`eZ\k\Xdjk_Xkn\n\i\eÊki\j\XiZ_`e^
Xcck_\Zi\Xk`m`kpflkf]k_\`igifa\Zkj%N\n\i\
ffdWW
4]`Se]`R
4=@3E=@2
i\j\XiZ_`e^k_\i`jbflk%8e[efdXkk\i_fn
k_\`e[ljkip`j]Xi`e^#k_XkÊjXjkfipg\fgc\
nXekkf_\Xi%
K_`jYffb`jXe\oZ\cc\ek^l`[\kfXi\j\XiZ_
d\k_f[Óidcp^ifle[\[`eZfddfej\ej\%
9lk[feÊkc\kk_\j`dgc`Z`kpf]k_\gifZ\jj
[\kiXZk]ifdk_\gfn\if]k_\Z_Xe^\`k
ZXe\eXYc\%KXcb`e^kflj\ij`eXjkilZkli\[
nXp#XeXcpq`e^`eXZfccXYfiXk`m\nXp#Xe[
[`X^iXdd`e^n`k_ZcXi`kpZXekiXej]fidk_\
nXppflXggifXZ_k_\N\Y%
8e[`kd`^_kaljk`^e`k\pfliZi\Xk`m`kp
A\]]i\pM\\e
JXe=iXeZ`jZf
8l^ljk#)''.
ffdWWW
4]`Se]`R
16/>B3@
EVObO\REVg-
BVS/RdO\bOUSa
]TO;S\bOZ;]RSZ
EVObWaO;S\bOZ;]RSZ-
EVgCaS;S\bOZ;]RSZa-
1]\¿RS\QSW\G]c`2SaWU\
1ZO`WbgW\2W`SQbW]\ "
1]\bW\cWbg]TAb`ObSUg !%
;S\bOZ;]RSZaPg7\RWG]c\U
@]aS\TSZR;SRWO &)dS`aW]\
Pfld`^_kY\k_`eb`e^#ÇN_Xk[f\jj_\d\Xe
YpÉd\ekXcdf[\cj6ÊÈJ`eZ\k_\g_iXj\Çd\ekXc
df[\cÈ`jjfd\n_XkZfddfecplj\[ÆXkc\Xjk
`ek_\i\Xcdf]i\j\XiZ_Æ@nXekkfj\kflk
n_Xk@d\XeYpk_\k\idXe[k_\eflkc`e\
n_ppflnflc[\m\inXekkfdXb\fe\%
EVObWaO;S\bOZ;]RSZ-
ÇK_\[\\g\jk]fidf]le[\ijkXe[`e^Xefk_\i
g\ijfe`j\dgXk_p¾Rn_`Z_T`emfcm\jX
j_`]k]ifd¾fYj\im`e^_fnpflj\\dfek_\
flkj`[\#kf¾`dX^`e`e^n_Xk`k]\\cjc`b\kfY\
pflfek_\`ej`[\%È(
;\j`^e`e^jfd\k_`e^i\hl`i\jk_Xkpfl
Zfdgc\k\cple[\ijkXe[n_XkXg\ijfenXekj
kf^\k[fe\%<dgXk_pn`k_Xg\ijfe`j[`jk`eZk
]ifdjkl[p`e^_fnXg\ijfefdVdjfd\k_`e^%
<dgXk_p\ok\e[jkfbefn`e^n_Xkk_\g\ijfe
nXekjkfXZZfdgc`j_i\^Xi[c\jjf]n_\k_\ij_\
_Xjfi`jXnXi\f]k_\k_`e^pflXi\[\j`^e`e^%
Pfle\\[kfbefnk_\g\ijfeÊj^fXcjXe[
n_XkgifZ\[li\Xe[g_`cfjfg_pj_\]fccfnjkf
(
=ifdk_\Yffb5ZWÎTf]e4`_gVcdReZ`_dYp;fl^cXjJkfe\#9ilZ\GXkkfe#Xe[
J_\`cX?\\ef]k_\?XimXi[E\^fk`Xk`feGifa\Zk#:_Xgk\i0#Ç<dgXk_p`jX
Aflie\p#EfkX;\jk`eXk`fe#Èg%(/*%
1VO^bS`
EVObO\REVg-BVS/RdO\bOUSa]TO;S\bOZ;]RSZ
;S\bOZ;]RSZaPg7\RWG]c\U
@]aS\TSZR;SRWO &)dS`aW]\
XZZfdgc`j_k_\d%>V_eR]^`UV]dXZgVj`fR
UVVaf_UVcdeR_UZ_X`WaV`a]VÅd^`eZgReZ`_dR_U
eY`fXYeac`TVddVdR]`_XhZeYeYVV^`eZ`_R]
R_UaYZ]`d`aYZTR]]R_UdTRaVZ_hYZTYeYVjRcV
`aVcReZ_X%
D\ekXcdf[\cj\dYiXZ\Xepk_`e^]ifd
cffb`e^lgXgXikeldY\ifec`e\kfXjb`e^
k_\^lpXkk_\_Xi[nXi\jkfi\_fnkfd`o
\gfop%8d\ekXcdf[\cZfej`jkjf]j\m\iXc
j\Zk`fej#n`k_^iflgjn`k_`e\XZ_j\Zk`fe%
D\ekXcdf[\cjXi\j`dgcpRWÎ_ZejUZRXcR^d
f]Y\_Xm`fijdX[\]ifd\k_ef^iXg_`Z[XkX
^Xk_\i\[]ifdXl[`\eZ\i\gi\j\ekXk`m\j%
=fi\oXdgc\#n_\epflnXb\lg`ek_\
dfie`e^pfl^\k[i\jj\[#pfl\Xk#Xe[pfl
^\kfek_\kiX`e%K_\j\ZXeY\Zfej`[\i\[
Çd\ekXcjgXZ\jÈ`eX[`X^iXdf]pflidfie`e^
=`^li\(%( %Fe_fc`[Xpjpfljb`gk_\Ç^\kfe
XkiX`eÈd\ekXcjgXZ\Xe[`ejk\X[pflÇ\XkX
Y`^Yi\Xb]Xjkn`k_k_\]Xd`cp%ÈFedfie`e^j
n_\epflXi\k`i\[#dXpY\pflX[[Xd\ekXc
jgXZ\XYflkÇY\Zfd\XnXb\e\[ÈYpg\i_Xgj
[i`eb`e^Zf]]\\fik\Xfi[f`e^jfd\\o\iZ`j\%
!
1VO^bS`
EVObO\REVg-BVS/RdO\bOUSa]TO;S\bOZ;]RSZ
;S\bOZ;]RSZaPg7\RWG]c\U
@]aS\TSZR;SRWO &)dS`aW]\
EVObWaO\/T¿\Wbg2WOU`O[-
8]Óe`kp[`X^iXdj#`ek_\j`dgc\jk`ek\igi\kXk`fe#j_fn
^iflgjf]i\cXk\[k_`e^j%PflZXedXb\XeX]Óe`kp
[`X^iXdflkf]pfli^ifZ\ipc`jk%Jfd\`k\dj#c`b\d`cb
Xe[\^^j#d`^_kY\]fle[e\Xi\XZ_fk_\i`epflijkfi\%
Fk_\i`k\dj#c`b\gXjkXjXlZ\Xe[jgX^_\kk`#Xi\\c\d\ekj
f]Xj`e^c\d\XcpflÊi\gcXee`e^%K_\[`X^iXdY\cfn
j_fnjXe\oXdgc\%
Produce Section
of Store
Snow Peas (if
in season)
Dinner Green Beans
Asperagus
Pasta Sauce Baby Lettuce
Mix
Broccoli
Red Peppers Potatoes
Spaghetti
Tangerines
Parmesan Ground
Cheese Turkey Refrigerated
Section of Store
Eggs
Dried Fruit &
Nuts Aisle Milk
Dried
Cranberries Yogurt
Sunflower
Seeds
Vbb^(ÀWQY`Q][^V]b]a`]aS\TSZR[SRWO #'""#$'&
8d\ekXcdf[\c]fiXgXik`ZlcXikfg`Z`j#`e\jj\eZ\#
XeX]Óe`kp[`X^iXdf]lj\iY\_Xm`fij%K_\kfn\ij`e
k_\[`X^iXdji\gi\j\ek^iflgeXd\j]fik_\Y\_Xm`fij
n`k_`e%K_\j\kjf]kfn\iji\gi\j\ekX_`^_\i$c\m\c
^iflgf]k_\Y\_Xm`fij%
"
1VO^bS`
EVObO\REVg-BVS/RdO\bOUSa]TO;S\bOZ;]RSZ
;S\bOZ;]RSZaPg7\RWG]c\U
@]aS\TSZR;SRWO &)dS`aW]\
Jfk_\]lccd\ekXcdf[\cXYflkpflidfie`e^
_Xjj\m\iXcgXikj%K_\Ç<XkÈj\Zk`fenflc[
_Xm\mXi`flj[`m`j`fejn`k_`e`k[\g\e[`e^fe
n_\k_\ipfln\i\_\X[`e^kfnfibfiaf`e`e^
k_\]Xd`cp]fiJle[XpYileZ_%
E`TcVReVR^V_eR]^`UV]j`feR]\e`aV`a]V
RS`fehYReeYVjÅcVU`Z_X]``\W`caReeVc_d
R_U`cXR_ZkVeY`dVaReeVc_dWc`^eYVS`ee`^fa
Z_e`R^`UV]=ifdk_\Ó\c[i\j\XiZ_#pfln`cc
^c\XedXpY\-'fi()'Y\_Xm`fijg\ig\ijfe%
Fm\ik`d\pflj\\k_\jXd\Y\_Xm`fijXe[
pfl^iflgk_\dkf^\k_\i%Pflc`e\k_\dlg
`ekfn\ij2k_\ec`e\lgk_\kfn\ij`ekf^iflgj
k_Xki\gi\j\ek[`]]\i\ekZf^e`k`m\jgXZ\j%K_\
[`X^iXdcffbjXcfkc`b\XZ`kpjbpc`e\%
FeZ\pfl_Xm\Zi\Xk\[k_\kfg_Xc]f]k_\
[`X^iXd#pfl]fZljfek_\cfn\i_Xc]%KXb\
k_\gif[lZk]\Xkli\jk_Xkpfl`ek\e[kf
Zi\Xk\Xe[Xc`^ek_\dY\e\Xk_Xcck_\kfn\ij
k_\pjlggfik%@efk_\infi[j#pflXc`^ek_\
]\Xkli\jk_XkpfliYlj`e\jjmXcl\jY\e\Xk_
ZfeZ\gkjk_Xkg\fgc\d\ek`fe\[%N_\epfl
_Xm\Óe`j_\[#pfln`ccj\\Xi\Xjf]k_\d\ekXc
#
1VO^bS`
EVObO\REVg-BVS/RdO\bOUSa]TO;S\bOZ;]RSZ
;S\bOZ;]RSZaPg7\RWG]c\U
@]aS\TSZR;SRWO &)dS`aW]\
$
1VO^bS`
/RXcabbVS/cRWS\QSASU[S\ba
;S\bOZ;]RSZaPg7\RWG]c\U
@]aS\TSZR;SRWO &)dS`aW]\
df[\ck_XkXi\c\jjjlggfik\[k_Xefk_\ij#
Xe[pfldXp_Xm\c\]kfm\i]leZk`fejk_Xk
[feÊkjlggfikXepk_`e^`ek_\d\ekXcdf[\c%
K_\i\jlck`e^[`X^iXdk\ccjXjkfipXYflk
k_\m`XY`c`kpf]pfliYlj`e\jjjkiXk\^p]fiX
gXik`ZlcXijfclk`fe%@e=`^li\(%)#[Xib^i\\e
`e[`ZXk\jXgi`dXipdXkZ_]fik_\]\Xkli\%
C`^_k^i\\e`e[`ZXk\jX[[`k`feXcj\Zfe[Xip
dXkZ_\j]fik_\]\Xkli\%@efk_\infi[j#]fi
\m\ipc`^_k^i\\e]\Xkli\k_\i\`jfe\[Xib
^i\\e]\Xkli\Xc`^e\[Y\e\Xk_k_\Y\jkdXkZ_%
<oZ\jj]\Xkli\jk_Xk[fefkdXgkfk_\d\ekXc
df[\cXgg\Xi`ek_\cfn\ii`^_kZfie\i%
Lj\k_\eXd\Çd\ekXcdf[\cÈn_\k_\ik_\
[`X^iXdj_fnjaljkk_\kfn\ijXYfm\k_\
_fi`qfekXcc`e\fi`kj_fnjk_\]\Xkli\jXc`^e\[
Y\e\Xk_k_\kfn\ij%@k`jk_`j\ek`i\g`Zkli\
k_XkY\Zfd\jk_\_\Xikf]pflijkiXk\^p%
%
1VO^bS`
EVObO\REVg-BVS/RdO\bOUSa]TO;S\bOZ;]RSZ
;S\bOZ;]RSZaPg7\RWG]c\U
@]aS\TSZR;SRWO &)dS`aW]\
Batter- Oral Shav- Deod- Sm Ap- Snacks Batter- Snacks Dish Dish Batter-
Soap
ies Care ing erant pliance Coffee ies Coffee Wash Wash ies
Hair Batter-
Care ies
Cos-
metics
Col-
ognes
&
1VO^bS`
/RXcabbVS/cRWS\QSASU[S\ba
;S\bOZ;]RSZaPg7\RWG]c\U
@]aS\TSZR;SRWO &)dS`aW]\
KXb`e^k_\kfgXe[Yfkkfd_Xc]kf^\k_\i#k_\
i\jlck`e^d\ekXcdf[\c`jX[`X^iXdf]_fnX
Z\ikX`ej\^d\ekf]g\fgc\k\e[kfXZZfdgc`j_
jfd\k_`e^#n`k_k_\k_`e^jpflXi\dXb`e^
Xc`^e\[kfk_\[\g`Zk\[ZfeZ\gkj%J`ffdVeYV
^`UV]e`f_UVcdeR_UY`hj`fcTfccV_e`WWVcZ_Xd
U`R_UU`_`edfaa`ceaV`a]VR_UUVgZdVj`fc
decReVXjX`Z_XW`chRcUPfl[fk_`jk_ifl^_
dlck`gc\nfibj_fgjn`k_k\Xdd\dY\ijXe[
jkXb\_fc[\ij`epflifi^Xe`qXk`fe#n_`Z_
[\m\cfgjle[\ijkXe[`e^Xe[`eefmXk`fe%K_\
df[\c_XjXcfe^c`]\jgXe#jfpflZXelj\`kkf
[`i\Zkpfligif^i\jjn`k_[\\gXnXi\e\jjf]
lj\i$Z\ek\i\[[\j`^e]fi('fidfi\p\Xij%
'
1VO^bS`
EVObO\REVg-BVS/RdO\bOUSa]TO;S\bOZ;]RSZ
;S\bOZ;]RSZaPg7\RWG]c\U
@]aS\TSZR;SRWO &)dS`aW]\
BVS;S\bOZ;]RSZ>`]QSaa
=`ijk#i\XZ_flkkfXZklXclj\ijXe[_Xm\XZfem\ijXk`fe
n`k_k_\d#Zfcc\Zk`e^k_\`ig\ijg\Zk`m\Xe[mfZXYlcXip%
8eXcpq\Xccf]k_fj\Zfem\ijXk`fejXe[Zfdgfj`k\k_\d
`ekfX[`X^iXdZXcc\[Çk_\d\ekXcdf[\c[`X^iXd%ÈK_\e
ZfdgXi\Xccf]k_\k_`e^jpflijfclk`fe`jjlggfj\[kf[f
n`k_k_\[`]]\i\ekgXikjf]k_Xkd\ekXcdf[\c[`X^iXd%
8c`^ek_\dn`k_k_\ZfeZ\gkjk_Xkk_\pjlggfik%PflZXe
[fk_`jn`k_]leZk`feXc`kpaljkXj`k\o`jkj#fi]leZk`feXc`kp
Y\`e^gcXee\[#fipflZXegcXpXifle[n`k_YiX`ejkfid$
`e^e\n`[\Xj%N_\epfljk\gYXZbXe[cffbXkk_\
n_fc\g`Zkli\n`k_k\XddXk\jXe[jkXb\_fc[\ij`ek_\
fi^Xe`qXk`fe#pflZXe[\m\cfgX[\j`^ejkiXk\^pÆXm`$
j`feÆkf]fccfnfm\ik_\e\ok[\ZX[\%K_\epflZXejkXik
[\m`j`e^kXZk`ZXcjfclk`fej]fi_`^_gi`fi`kpXi\Xjf]k_\
d\ekXcdf[\c%
K_\d\ekXcdf[\cj[\Óe\[`ek_`jYffb
Xi\df[\cjf]Xg\ijfeÊjjfd\n_XkjkXYc\
Y\_Xm`fij#iXk_\ik_Xe\g_\d\iXcdf[\cjk_Xk
Xi\k\dgfiXipi\gi\j\ekXk`fejf]fe\j`klXk`fe%
@nXekkfXZbefnc\[^\k_`j[`jk`eZk`fe
Y\ZXlj\k_fj\`ek_\Ó\c[f]Zf^e`k`m\i\j\XiZ_
_Xm\\ogcfi\[d\ekXci\gi\j\ekXk`fe`e^i\Xk
[\kX`c`ek_\gXjk[\ZX[\#Xe[@nXekkf
`e[`ZXk\n_\i\k_\j\d\ekXcdf[\cjd`^_k
]Xccn`k_`ek_\Zlii\ekcp[\Óe\[gXiXd\k\ij%
1VO^bS`
EVObO\REVg-BVS/RdO\bOUSa]TO;S\bOZ;]RSZ
;S\bOZ;]RSZaPg7\RWG]c\U
@]aS\TSZR;SRWO &)dS`aW]\
ÇÉD\ekXcdf[\cÊ_XjY\Zfd\Xdfi\^\e\i`Z
k\id]fid\ekXci\gi\j\ekXk`fe%:f^e`k`m\
i\j\XiZ_`jefnjfjg\Z`Xc`q\[k_XkXik`Zc\
XYjkiXZkjY\^`en`k_m\iYfj\jki`e^jf]
hlXc`Ó\ijkfeXiifn[fnek_\kpg\f]d\ekXc
i\gi\j\ekXk`fek_\pd\Xe%È)9\ZXlj\k_\
d\ekXcdf[\cj`ek_`jYffbXi\Zfcc\Zk`fej
f]k_\iffki\Xjfejn_pXg\ijfe`j[f`e^
jfd\k_`e^#k_\pY\cfe^kfk_\j\kf]d\ekXc
i\gi\j\ekXk`fejk_XkXi\Yl`ckfm\iXcfe^
g\i`f[f]\og\i`\eZ\Xe[Xi\k_lji\j`c`\ek%
K_\j\d\ekXcdf[\cji\gi\j\ekn_XkXg\ijfe
`jkip`e^kfXZZfdgc`j_`eXcXi^\iZfek\ok#ef
dXkk\in_`Z_kffcjXi\lj\[%
EVgCaS;S\bOZ;]RSZa-
ÇN_pj_flc[@lj\Xd\ekXcdf[\c6ÈK_`j`j
gifYXYcpfe\f]k_\hl\jk`fejk_Xkgifdgk\[
pflkffg\ek_`jYffbÆ`e[\\[#`kÊjX^ff[fe\%
Lj`e^Xd\ekXcdf[\cZXeX[mXeZ\j\m\iXc
kXjbj]fipflÆYfk_]ifdXkXZk`ZXcXe[X
jkiXk\^`ZjkXe[gf`ek%@kZXe^l`[\k_\[\j`^e
)
AXpDfi^Xe#8ggc`\[:f^e`k`m\JZ`\ek`jk#DJ`e8ggc`\[:f^e`k`feXe[
E\lifjZ`\eZ\#Le`m\ij`kpf]K\oXjXk;XccXj#)''+%
1VO^bS`
EVObO\REVg-BVS/RdO\bOUSa]TO;S\bOZ;]RSZ
;S\bOZ;]RSZaPg7\RWG]c\U
@]aS\TSZR;SRWO &)dS`aW]\
f]k_\jfclk`fepflXi\nfib`e^fe%@kZXe
_\cgpfl#Xe[pflik\Xd#dXb\^ff[lj\i
Xe[Ylj`e\jj[\Z`j`fej%8e[#`kZXeXZkXjX
ifX[dXg#\ejli`e^Zfek`el`kp
f]m`j`feXe[fggfikle`kpXjk_\dXb\lgf]
pflik\Xd\mfcm\jfm\ik_\e\ok[\ZX[\%
BVSBV`SS1¸a
Pfld`^_kefk`Z\k_Xkk_\k_i\\dX`ei\Xjfej@lj\kf
[\jZi`Y\k_\X[mXekX^\jf]d\ekXcdf[\cjXccY\^`en`k_
k_\c\kk\iÇ:È1
:feÓ[\eZ\`ePfli;\j`^eÆ^l`[\k_\[\j`^ef]k_\
jfclk`fe
:cXi`kp`e;`i\Zk`feÆdXb\^ff[lj\iXe[Ylj`e\jj
[\Z`j`fej
:fek`el`kpf]JkiXk\^pÆ\ejli\cfe^\m`kpf]m`j`fe
Xe[fggfikle`kp
@k_fl^_kk_`jnXjXe\XknXpkfi\d\dY\ik_\i\Xjfej#
\jg\Z`Xccp`]pfl_Xm\kfg\ijlX[\pfli:<F`ek_\
\c\mXkfin_ppflnXekkfZi\Xk\jfd\d\ekXcdf[\cjf]
pfliZljkfd\ij%
1]\¿RS\QSW\G]c`2SaWU\
?fn[fpflbefn`]pflÊm\^fk`ki`^_k6
PflÊi\cffb`e^]fijfd\k_`e^k_Xkn`cc\ejli\
1VO^bS`
EVObO\REVg-BVS/RdO\bOUSa]TO;S\bOZ;]RSZ
;S\bOZ;]RSZaPg7\RWG]c\U
@]aS\TSZR;SRWO &)dS`aW]\
k_XkpflÊm\_`kk_\dXib%8d\ekXcdf[\c
n`cc^`m\pflik\Xdd\dY\ijZfeÓ[\eZ\
`ek_\`i[\j`^eY\ZXlj\`k`jYXj\[feX
jfc`[]fle[Xk`fef]i\j\XiZ_%@kn`ccXjjli\
dXeX^\d\ekk_XkjlZZ\jj`jc`b\cp%C`b\n`j\#
pflilj\ijn`cc_Xm\ZfeÓ[\eZ\`elj`e^k_\
[\j`^eY\ZXlj\`kdXkZ_\jn_Xkk_\pXci\X[p
_Xm\`ed`e[%K_\pn`ccefk_\j`kXk\n_`c\
lj`e^pflijfclk`fe%@kn`ccdXb\j\ej\kf
k_\d#\dYf[pjfd\f]k_\`ig_`cfjfg_`\j#Xe[
i\jg\Zkk_\\dfk`feXcZfdgfe\ekf]n_Xkk_\p
Xi\[f`e^%
:SdS`OUS:cQY7\bS\b
8jpfld`^_kjljg\Zk#XepeldY\if]
mXi`XYc\jZfdY`e\kfdXb\jlZZ\jjÆefk
k_\c\Xjkf]n_`Z_`jclZb%Ç9\`e^`ek_\
i`^_kgcXZ\Xkk_\i`^_kk`d\#È\og\i`\eZ`e^
ÇX]i\Xb`j_Xc`^ed\ekf]k_\jkXij#ÈÇ_Xm`e^
k_`e^jaljk^fi`^_kȾefdXkk\ik_\g_iXj\#
clZbgcXpjXcXi^\igXik`ek_\gifZ\jjk_XeXep
fi^Xe`qXk`fenXekjkf]XZ\%D`Z_X\c9`\ilk#X
i\jg\Zk\[m`jlXc[\j`^e\i#jX`[k_`jXYflk
!
1VO^bS`
EVObO\REVg-BVS/RdO\bOUSa]TO;S\bOZ;]RSZ
;S\bOZ;]RSZaPg7\RWG]c\U
@]aS\TSZR;SRWO &)dS`aW]\
clZb[li`e^Xe`ek\im`\n*n`k_8[Xgk`m\GXk_
]fle[\iG\k\iD\i_fcq1Ç@kÊjX[`ikpj\Zi\kk_Xk
dlZ_f]n_Xkn\X[d`i\`ek_\[\j`^enfic[
`jXYpgif[lZkefkf]ÉjkiXk\^pÊYlkf]Zfddfe
j\ej\#kXjk\#Xe[clZb%Jfd\Zc`\ekjXi\kff
lee\im\[YpXdY`^l`kpkfXZZ\gkk_`jXe[
Zi\Xk\^Xi^XeklXejlg\ijkilZkli\jf]Ylccj_`k
kfgifm`[\Xj\ej\f]j\Zli`kp%È
PflÊi\]fikleXk\`]pflnfib`eXe
\em`ifed\ekn_\i\k_\ÇclZbZfdgfe\ekÈ`j
XZbefnc\[^\[%Dfjkg\fgc\_Xm\kfaljk`]p
k_\`i[\Z`j`fejn`k_Zfc[#_Xi[]XZkj%N_Xk@
c`b\kfYi`e^kfk_\g`Zkli\`jXkffck_XkZXe
]i\\pflkfi\Zf^e`q\gfjj`Y`c`k`\j+n_`c\Xk
k_\jXd\k`d\gifm`[\jfc`[[XkX%@efk_\i
nfi[j#pflZXeÇ\dYiXZ\k_\XdY`^l`kpÈ,f]
k_\[\j`^egifZ\jjY\ZXlj\pfl_Xm\Xd\ekXc
df[\ckfjk\\ipfl%
*
Ç8:fem\ijXk`fen`k_D`Z_X\c9`\ilk#ÈeeebW\gc`ZQ][^Y`c]
+
8[Xgk`m\GXk_Ycf^\ekipÇ;\j`^e`e^]fiClZb#ÈeeebW\gc`ZQ][ VV']Q
,
=Xmfi`k\dXekiXf]DXipG`fekbfnjb`#i\j\XiZ_\i#`e]fidXk`feXiZ_`k\Zk#
`ek\iXZk`fe[\j`^e\i#Xe[X]i\hl\ekZfccXYfiXkfif]d`e\#Xe[Zfeki`Ylkfikf
d\ekXc$df[\cgifZ\jjX[XgkXk`fejXe[`dgifm\d\ekj%
"
1VO^bS`
EVObO\REVg-BVS/RdO\bOUSa]TO;S\bOZ;]RSZ
;S\bOZ;]RSZaPg7\RWG]c\U
@]aS\TSZR;SRWO &)dS`aW]\
AQWS\bW¿QdS`aca7\bcWbWdS;SbV]Ra
K_\d\ekXcdf[\cd\k_f[`jXhlXc`kXk`m\XggifXZ_
YXj\[fe`ek\igi\kXk`fef][XkXk_Xkcffbjc`b\XjZ`\ek`ÓZ
d\k_f[%@k`jX_pYi`[gif[lZ\[YpjZ`\eZ\Xe[`ekl$
`k`fe2`kÊjXc`kkc\f]Yfk_%@k`jXm\ipjlZZ\jj]lcd\k_f[
`e\em`ifed\ekjn_\i\g\fgc\Xi\cffb`e^kfjlggfik
[\Z`j`fejn`k_i\Xc[XkX%@k`jXcjf\efidfljcplj\]lc`e
\em`ifed\ekjn_\i\k\XdjZXe[\Óe\Xe[Zfddle`ZXk\
gif[lZk&`e]fidXk`fe[\j`^en`k_dfi\`ekl`k`m\k\Z_$
(
e`hl\jjlZ_XjjkfipYfXi[j#Zfd`Zj#fim`[\fj%!
!
J\\k_\nfibf]B\m`e:_\e^Xe[KfdNX`c\jXkPX_ff#Xjgi\j\ek\[
`eÇ=`e[`e^@eefmXk`fe`ek_\=`m\?le[i\[Gfle[>fi`ccXÈXk@8Jldd`k
)''.%eeebW\gc`ZQ][!&eRP\8cjfj\\AXi\[JgffcÊjAle\
)''.L@<Xik`Zc\ÇBefnc\[^\EXm`^Xkfi;\ZfejkilZk\[19l`c[`e^Xe
<em`j`fed\ekÈeeebW\gc`ZQ][geaf%[
Jf_fn[f\jXd\ekXcdf[\c^`m\pflk_\
\m`[\eZ\pfle\\[kfjlggfikpfli[\j`^e#
`eX[[`k`fekfk_\c\\nXpkfZi\Xk\clZb68
d\ekXcdf[\c`jXm`jlXccXe^lX^\%@kjk\ok
`jk_\[XkX%@kj^iXddXi`jk_\m\ik`ZXcXe[
_fi`qfekXcXc`^ed\ekjf]ZfeZ\gkj%N`k_
XcXe^lX^\pflZXeZfem\pXepk_`e^pfl
ZXek_`ebf]%=iXeb>\_ip#k_\n\cc$befne
XiZ_`k\Zkf]k_\NXck;`je\p:feZ\ik?Xcc
#
1VO^bS`
EVObO\REVg-BVS/RdO\bOUSa]TO;S\bOZ;]RSZ
;S\bOZ;]RSZaPg7\RWG]c\U
@]aS\TSZR;SRWO &)dS`aW]\
`eCfj8e^\c\j#\ogcX`ej-`kk_`jnXp#Ç=fi
;`je\p?Xcc#@jg\ekXcfkf]k`d\k_`eb`e^
XYflk_fnkfc`jk\e%@nfib\[Zcfj\cpn`k_k_\
XZfljk`Z`Xe#n_fjX`[jfd\k`d\jk_\jfle[
_XjkfY\Y`^#Xe[k_\ejfd\k`d\j`k_Xjkf
Y\c`b\ZXe[c\c`^_k%@^fkXj\ej\f]n_XkX
Zfe[lZkfik_`ebjXYflkn_\e_\^\kjlgfe
jkX^\#Xe[n_Xkk_\dlj`Z`Xeje\\[`ek_\`i
i\cXk`fej_`gkfk_\iffd%FeZ\@_X[Xccf]
k_Xk#@Zflc[]i\\$XjjfZ`Xk\#Y\ZXlj\@nXj
gif^iXdd\[c`b\XZfdglk\i%@Zflc[eÊk^f
nife^Y\ZXlj\@Ê[c\Xie\[k_\cXe^lX^\jf
Zfdgc\k\cp%@kÊjn_Xk@kipkf\ogcX`ekfdp
jkl[\ekjÆk_\dfi\pflbefn#k_\]i\\ipfl
Xi\`ek_\\e[%È
G\fgc\_Xm\_X[j`d`cXi\og\i`\eZ\jn`k_k_\
cXe^lX^\f]Xd\ekXcdf[\c%A\]]M\\e#Lj\i
<og\i`\eZ\DXeX^\iXk>ff^c\Xe[]fle[`e^
gXike\if]8[Xgk`m\GXk_#Zi\Xk\[Xd\ekXc
df[\c[`X^iXd]fi_`ji\[\j`^ef]>ff^c\
8eXcpk`Zj`e)''-%?\jXpj_\lj\[k_\
d\ekXcdf[\cXjXnXpkf^X`e\dgXk_pn`k_
-
9`fdV3VRfeZWf]#Ale\)''-#Ç>`Xekjf];\j`^eÈXnXi[jXik`Zc\#gX^\()'%
$
1VO^bS`
EVObO\REVg-BVS/RdO\bOUSa]TO;S\bOZ;]RSZ
;S\bOZ;]RSZaPg7\RWG]c\U
@]aS\TSZR;SRWO &)dS`aW]\
k_\g\fgc\n_fn\i\kip`e^kfle[\ijkXe[
k_\`in\YkiX]ÓZ%KXcb`e^kflj\ijÇYfl^_kd\
k`d\kfXYjfiYk_\[`]ÓZlckpf]k_\gifYc\d
n\n\i\]XZ`e^Xe[k`d\kfjkXikgfe[\i`e^
jfclk`fejkfk_XkRgifYc\dT%È8ck_fl^__\[`[
efklj\k_\[`X^iXdkfjg\Z`ÓZXccp[\i`m\k_\
[\j`^e#_\jXpj#ÇDfjkf]n_XkdX[\`k`ekf
k_\[\j`^enXjYXj\[fedpfne¾\dgXk_p
Rn_`Z_TnXjZ\ikX`ecp[\m\cfg\[n_`c\^f`e^
k_ifl^_k_`ji\j\XiZ_Xe[XeXcpj`j%È
2WabW\UcWaV/[]\UA]ZcbW]\a
8d\ekXcdf[\ci\gi\j\ekjk_\\ek`i\kpf]
\XZ_Xl[`\eZ\j\^d\ekÊj\em`ifed\ek%K_lj#
k_\[`X^iXd[\g`Zkjn_\i\fe\j\^d\ekÊj
\og\i`\eZ\\e[jXe[n_\i\k_\e\okfe\
Y\^`ej%PflZ\ikX`ecpnflc[eÊknXekkf
ZfdY`e\k_\\og\i`\eZ\f]kilZb[i`m\ijn`k_
k_Xkf][`jgXkZ_\ijÆk_XkdlZ_`jfYm`flj#
Xe[k_\j\gXiXk\d\ekXcdf[\cjn`ccj_fn
`k%Dfi\jlYkc\`jk_\\og\i`\eZ\[`]]\i\eZ\j
Xdfe^g\fgc\f]Xj`d`cXij\^d\ekYlk#jXp#
`eX[`]]\i\ekZflekip%;fk_\[`]]\i\eZ\j
d\i`kj\gXiXk\jfclk`fejfiefk6:fdgXi\k_\
d\ekXcdf[\cj%@]k_\p_Xm\Xcfk`eZfddfe#
%
1VO^bS`
EVObO\REVg-BVS/RdO\bOUSa]TO;S\bOZ;]RSZ
;S\bOZ;]RSZaPg7\RWG]c\U
@]aS\TSZR;SRWO &)dS`aW]\
XZfddfejfclk`fe`j[`ZkXk\[%@]efk#k_\e
[`]]\i\ekjfclk`fejXi\e\\[\[#\XZ_n`k_`kj
fneXiZ_`k\Zkli\dXkZ_`e^k_\d\ekXcdf[\c%
8jXefk_\i\oXdgc\#ZfigfiXk\`ekiXe\kj
j_flc[Y\jg\Z`ÓZkf\XZ_nfib^iflgkpg\%
Jf]knXi\\e^`e\\ije\\[X[`]]\i\ekj\kf]
kffcjfek_\`i`ekiXe\kk_XeZfigfiXk\cXnp\ij%
Le[\ijkXe[`e^k_\[`]]\i\eZ\jXdfe^k_\
d\ekXcjgXZ\jf]pfliXl[`\eZ\j\^d\ekjn`cc
Yi`e^ZcXi`kpkfpfli[\j`^e%
/aaS[PZS=`WUW\OZ7RSOa
Lj\k_\d\ekXcdf[\c[`X^iXdjkf[\i`m\
[\j`^e[\Z`j`fej%=fi\oXdgc\#`]Xkfn\i
`ek_\[`X^iXdj_fnjk_Xkg\fgc\Ç:fcc\Zk
G`Zkli\jf]I\efmXk\[B`kZ_\ejkfDlcc
Fm\i#Èg\i_XgjpflZXeZi\Xk\XjZiXgYffb
f]i\efmXk\[b`kZ_\ej]fiXj_fniffd#fi
gf`ekg\fgc\kfÇb`kZ_\ei\efmXk`feÈXjX
kX^nfi[fe;\c%`Z`f%lj%Lj\k_\g\ijfeÊj
i\Xcnfic[Xj`ejg`iXk`fe%N_Xk`]k_\i\`jX
kfn\iZXcc\[Ç;`jkiljkJXc\jI\gjÈ6N_Xk
ZXepflgfjj`Ycp[fkf_\cgZljkfd\ijn_f
Y\c`\m\k_XkkXcb`e^kfXjXc\ji\gi\j\ekXk`m\
`jXnXjk\f]k`d\6:fee\Zkk_\d[`i\Zkcp
&
1VO^bS`
EVObO\REVg-BVS/RdO\bOUSa]TO;S\bOZ;]RSZ
;S\bOZ;]RSZaPg7\RWG]c\U
@]aS\TSZR;SRWO &)dS`aW]\
n`k_k_\k\Z_e`ZXci\gi\j\ekXk`m\6>\ki`[f]
jXc\ji\gi\j\ekXk`m\j\ek`i\cp#Xe[Z_Xe^\k_\
nXppflifi^Xe`qXk`feXggifXZ_\jgfk\ek`Xc
Zljkfd\ij6;\i`m`e^`[\Xj]ifdk_\[`X^iXd
n`ccj`dgc`]pk_\nfibf][\Z`[`e^n_`Z_
]\Xkli\jjlggfikn_`Z_Y\_Xm`fij%Gi`fi`k`q`e^
k_\j\]\Xkli\`[\XjXZZfi[`e^kfYlj`e\jj^fXcj
Xe[i\jfliZ\jn`ccj`dgc`]p[`jZljj`fejXYflk
n_Xkk_\Zljkfd\i`ek\e[jkf[fXe[_fnk_\
Ylj`e\jjn`ccj\im\k_\d%
DOZWRObSBVOb7RSOa;ObQV<SSRa
PflZXelj\k_\d\ekXcdf[\ckf[flYc\$
Z_\Zb[\j`^e[\Z`j`fej#aljkXjpfllj\
g\ijfeXjkf[fXd\ekXc[flYc\$Z_\Zb1ÇN_Xk
nflc[D\i\[`k_[f6ÈJXpjfd\fe\gfn\i]lc
`epflifi^Xe`qXk`fe[\Z`[\j_\i\XccpnXekjX
jkfZbk`Zb\ikfXgg\XifeXgXik`ZlcXin\Yj`k\%
PflZXemXc`[Xk\k_Xki\hl\jkYpdXkZ_`e^`k
kfXkfn\i`ek_\d\ekXcdf[\ck_Xkj_fnj
ÇkiXZbdXib\kjkfZbgi`Z\j%È@]efY\_Xm`fi
f]k_`j[\jZi`gk`feXgg\Xij`ek_\d\ekXc
df[\c#pflZXei\jg\Zk]lccpgf`ekflkk_`j
XYj\eZ\Xe[gfjj`YcpkXcbk_\g\ijfeflkf]Xe
lee\Z\jjXip]\Xkli\%
'
1VO^bS`
EVObO\REVg-BVS/RdO\bOUSa]TO;S\bOZ;]RSZ
;S\bOZ;]RSZaPg7\RWG]c\U
@]aS\TSZR;SRWO &)dS`aW]\
6]e2WR;S\bOZ;]RSZa6SZ^G]c`=`UO\WhObW]\-
ÇK_\d\ekXcdf[\cgifm`[\[ljX^cfYXc#[liXYc\[\Óe`$
k`fef]kXjbj#gifZ\jj\j#k\id`efcf^p#Xe[^l`[`e^gi`eZ`$
gc\jkf[\j`^efli`ekiXe\k?IgfikXcXe[hl`ZbcpZflij\$
Zfii\Zkn_\e\m\ik\Xdjgifgfj\e\ngif^iXdjn`k_
fYjZli\eXd\j#_`[[\e`ef[[gXikjf]k_\XiZ_`k\Zkli\#
n_fj\mXcl\nflc[efkY\fYm`fljkffli\dgcfp\\j%È
ÆAXZhl\c`e\;\Dlif#\$?I:_Xee\cDXeX^\i#
>cfYXc?IJ\im`Z\j#8^`c\ekK\Z_efcf^`\j#@eZ%
/d]WR>]ZWbWQa
N_fXdfe^lj_Xjefknfib\[`eXj`klXk`fe
n_\i\fk_\ig\fgc\nXek\[kfj\Zfe[$^l\jj
pfli[\j`^e[\Z`j`fej6Jfd\k`d\jk_\j\
g\fgc\ZXeZfdgi`j\n_fc\[\gXikd\ekj%
9Xkkc\j\ejl\Xdfe^^iflgjXjkfn_f
dXb\jk_\ÓeXc[\j`^e[\Z`j`fe#fin_f^\kj
gi\]\i\ek`XcgcXZ\d\ek`eXgXik`ZlcXijfclk`fe
\%^%#gcXZ\d\ek`egi`dXipeXm`^Xk`fef]X
n\Yj`k\ %K_XkÊjf]ÓZ\gfc`k`Zj%8d\ekXc
df[\cZXeXZkXjXk_`i[$gXikpd\[`Xkfi%@k
`j\jj\ek`XccpXZfcc\Zk`fef][XkXgcXZ\[`e
i\cXk`fej_`gkffk_\i[XkXYXj\[fepfli
`ek\igi\kXk`fe%K_\[XkX`jZfeZi\k\Æpfli
`ek\igi\kXk`fe`jZ`iZldjkXek`Xc%Jl[[\ecp
1VO^bS`
EVObO\REVg-BVS/RdO\bOUSa]TO;S\bOZ;]RSZ
;S\bOZ;]RSZaPg7\RWG]c\U
@]aS\TSZR;SRWO &)dS`aW]\
k_\Zfem\ijXk`fe`jeÊkXYflkk_\[\j`^e
pflÊm\Zi\Xk\[2`kÊjXYflkpfliXeXcpj`j
f]k_\[XkX%:fem\ijXk`fejn`k_pfli
\ijkn_`c\]f\jZ\ek\ifeg_iXj\jc`b\#ÇDp
le[\ijkXe[`e^f]n_Xkk_`jZljkfd\id\Xej
`ji2n_Xk`jpfli`ek\igi\kXk`fe6ÈG\fgc\
]ifd[`]]\i\ek[`jZ`gc`e\jZXeZfd\kfX
Zfddfele[\ijkXe[`e^f]k_\Zljkfd\iÊj
j`klXk`fe%PflYfk_\e[lgfek_\jXd\
j`[\f]k_\kXYc\#Yfk_cffb`e^Xkk_\e\lkiXc
[XkX%K_`j]fikl`kfljXiiXe^\d\ekgif[lZ\j
dfi\\]]\Zk`m\[\j`^e[`jZljj`fejXe[]Xjk\i
[\Z`j`fe$dXb`e^%
6]e2WR;S\bOZ;]RSZa6SZ^G]c`=`UO\WhObW]\-
Ç;\m\cfg`e^X[\j`^elj`e^d\ekXcdf[\cjXe[[`jgcXp$
`e^k_\i\jlckj `jX[liXYc\i\d`e[\ikfk_\k\XdXe[k_\
fi^Xe`jXk`fek_Xkpfl[`[efkaljkÉdXb\jfd\k_`e^lg%Ê
@kÊjk_\@8\hl`mXc\ekf]ZXcZlclj]ifdÓijkgi`eZ`gc\j%
FeZ\pfl_Xm\[fe\`k#`kÊj_Xi[kf`dX^`e\aljk`]p`e^
[\j`^eXepfk_\inXp%È
Æ:iX`^;leZXe#?\X[f]k_\@e]fidXk`feDXeX^\d\ek
Le`kf]k_\L%E%@ek\ieXk`feXcJkiXk\^p]fi
;`jXjk\iI\[lZk`fe
1VO^bS`
EVObO\REVg-BVS/RdO\bOUSa]TO;S\bOZ;]RSZ
;S\bOZ;]RSZaPg7\RWG]c\U
@]aS\TSZR;SRWO &)dS`aW]\
2S`WdS/`QVWbSQbc`S
@]pflXi\[\j`^e`e^]fijf]knXi\#pflZXe
lj\k_\Zfdgc\k\[`X^iXdkf[\i`m\k_\kfg$
c\m\cfi^Xe`qXk`fef]k_\Xggc`ZXk`fe#jlZ_Xj
eXm`^Xk`fefikffcYXij%8[[`k`feXccp#pflZXe
lj\k_\d\ekXcdf[\cXjXjkXik`e^gf`ek]fi
`ek\iXZk`fe[\j`^eXe[XjX^l`[\]fi]\Xkli\
[\Óe`k`fe%
6]e2WR;S\bOZ;]RSZa6SZ^G]c`=`UO\WhObW]\-
ÇK_\]iXd\nfibgifm`[\[YpXlj\id\ekXcdf[\ckXb\j
k_\^l\jjnfibflkf]@8#fiXkc\XjkdXb\jpfli^l\jj\j
dfi\c`b\cpkfY\fekXi^\k%È
Æ:Xd`cc\JfYXcmXiif#
J\e`fiDXeX^\if]N\YDXib\k`e^#JpYXj\
Ab]^A^S\RW\U/ZZG]c`BW[S@S/`QVWbSQbW\U
@j\\Xcfkf]ZfdgXe`\jn_fXi\jk`ccjklZb
`eXZpZc\f]i\[\j`^eÆi\$XiZ_`k\Zk`e^n_Xk
k_\p_Xm\Zi\Xk\[fm\iXe[fm\i%K_\p[\Óe\
jfd\k_`e^kfÓo#Z_Xe^\`k#Xe[k_\ei\Xc`q\
k_\`e`k`Xc[\Óe`k`fenXjXc`kkc\f]]%@Êm\j\\e
dXepÓm\$p\XiifX[dXgjk_Xkcffbc`b\k_\
fe\`e=`^li\(%*#YlkXcck_\j\`dgfikXek
`k\djb\\g^\kk`e^glj_\[f]]Y\ZXlj\k_\
1VO^bS`
EVObO\REVg-BVS/RdO\bOUSa]TO;S\bOZ;]RSZ
;S\bOZ;]RSZaPg7\RWG]c\U
@]aS\TSZR;SRWO &)dS`aW]\
XiZ_`k\Zkli\jk`cc`jeÊki`^_kfik_\jkiXk\^p
b\\gjZ_Xe^`e^%
=`m\$P\XiGcXe
@dgifm\]leZk`feXc`kpf]kffcj
8[[Y\kk\ikffcjkf\dgfn\ik_\Zljkfd\i
J\im\[peXd`Ze\nj#\m\ekj#XeefleZ\d\ekjYXj\[fe
i\^`feXe[ifc\
=`e\$kle\d\jjX^`e^dXib\k`e^ fggfikle`k`\j`ek\i$
eXcX[j#\ok\ieXcX[j#Zfek\jkjXe[^`m\XnXpj#jg\Z`Xc
jXc\j#cXe[`e^gX^\j]fiYiXe[$jg\Z`ÓZ`jcXe[j