September 25, 2002
My name is "Turok"
A few months ago, Acclaim Entertainment held a contest to promote its new game "Turok Evolution." They offered 500 British pounds and an Xbox to five people willing to change their names to "Turok" for one year.
Apparently, 10,000 people stepped forward to apply -- and now the winners are in. Five people pictured here will spend the next year introducing themselves in pubs and cocktail parties as "Turok". According to Acclaim's own press release, this is a new generation of shilling called "Identity Marketing":
The idea behind Identity Marketing, which emanates from Dr Simeon Cantrell of the Institute of Science in Marketing, is that in the same way as a company might buy a television commercial, a billboard poster or a radio spot, they can now buy human identities. Acclaim UK has been the first company to embark on this cutting edge marketing route ...
Shaun White, Acclaim's UK Communications Manager said: "The five Turoks will no doubt speak to and meet tens of thousands of people between them over the next year and will be walking talking adverts for the Turok video game. We think this type of advertising is sure to take off and will prove to be a big hit for both Acclaim UK and Turok Evolution."
Interestingly, google searches for "Dr. Simeon Cantrell", "Extreme Marketing Inititiative" and the hilariously dubious-sounding "Institute of Science in Marketing" produce no results other than pointers to this contest. I love corporate pseudoscience!
Still, I gotta hand it to them, this is one hell of a fun attention-getter. I can only imagine the reaction when the clients of this woman Lheila Rebeccah Oberman find out that their midwife is now legally named "Turok". Or that she did so as part of Acclaim's global multi-million-dollar "Scent of Blood" marketing campaign.
Posted by Clive Thompson at September 25, 2002 09:33 PM
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Thanks for the information
Note first that favoriteNumbers type changed. Instead of our familiar int, we're now using int*. The asterisk here is an operator, which is often called the "star operator". You will remember that we also use an asterisk as a sign for multiplication. The positioning of the asterisk changes its meaning. This operator effectively means "this is a pointer". Here it says that favoriteNumber will be not an int but a pointer to an int. And instead of simply going on to say what we're putting in that int, we have to take an extra step and create the space, which is what does. This function takes an argument that specifies how much space you need and then returns a pointer to that space. We've passed it the result of another function, , which we pass int, a type. In reality, is a macro, but for now we don't have to care: all we need to know is that it tells us the size of whatever we gave it, in this case an int. So when is done, it gives us an address in the heap where we can put an integer. It is important to remember that the data is stored in the heap, while the address of that data is stored in a pointer on the stack.
But some variables are immortal. These variables are declared outside of blocks, outside of functions. Since they don't have a block to exist in they are called global variables (as opposed to local variables), because they exist in all blocks, everywhere, and they never go out of scope. Although powerful, these kinds of variables are generally frowned upon because they encourage bad program design.
Note first that favoriteNumbers type changed. Instead of our familiar int, we're now using int*. The asterisk here is an operator, which is often called the "star operator". You will remember that we also use an asterisk as a sign for multiplication. The positioning of the asterisk changes its meaning. This operator effectively means "this is a pointer". Here it says that favoriteNumber will be not an int but a pointer to an int. And instead of simply going on to say what we're putting in that int, we have to take an extra step and create the space, which is what does. This function takes an argument that specifies how much space you need and then returns a pointer to that space. We've passed it the result of another function, , which we pass int, a type. In reality, is a macro, but for now we don't have to care: all we need to know is that it tells us the size of whatever we gave it, in this case an int. So when is done, it gives us an address in the heap where we can put an integer. It is important to remember that the data is stored in the heap, while the address of that data is stored in a pointer on the stack.
Being able to understand that basic idea opens up a vast amount of power that can be used and abused, and we're going to look at a few of the better ways to deal with it in this article.
Each Stack Frame represents a function. The bottom frame is always the main function, and the frames above it are the other functions that main calls. At any given time, the stack can show you the path your code has taken to get to where it is. The top frame represents the function the code is currently executing, and the frame below it is the function that called the current function, and the frame below that represents the function that called the function that called the current function, and so on all the way down to main, which is the starting point of any C program.
Our next line looks familiar, except it starts with an asterisk. Again, we're using the star operator, and noting that this variable we're working with is a pointer. If we didn't, the computer would try to put the results of the right hand side of this statement (which evaluates to 6) into the pointer, overriding the value we need in the pointer, which is an address. This way, the computer knows to put the data not in the pointer, but into the place the pointer points to, which is in the Heap. So after this line, our int is living happily in the Heap, storing a value of 6, and our pointer tells us where that data is living.
A variable leads a simple life, full of activity but quite short (measured in nanoseconds, usually). It all begins when the program finds a variable declaration, and a variable is born into the world of the executing program. There are two possible places where the variable might live, but we will venture into that a little later.
To address this issue, we turn to the second place to put variables, which is called the Heap. If you think of the Stack as a high-rise apartment building somewhere, variables as tenets and each level building atop the one before it, then the Heap is the suburban sprawl, every citizen finding a space for herself, each lot a different size and locations that can't be readily predictable. For all the simplicity offered by the Stack, the Heap seems positively chaotic, but the reality is that each just obeys its own rules.
To address this issue, we turn to the second place to put variables, which is called the Heap. If you think of the Stack as a high-rise apartment building somewhere, variables as tenets and each level building atop the one before it, then the Heap is the suburban sprawl, every citizen finding a space for herself, each lot a different size and locations that can't be readily predictable. For all the simplicity offered by the Stack, the Heap seems positively chaotic, but the reality is that each just obeys its own rules.
This back and forth is an important concept to understand in C programming, especially on the Mac's RISC architecture. Almost every variable you work with can be represented in 32 bits of memory: thirty-two 1s and 0s define the data that a simple variable can hold. There are exceptions, like on the new 64-bit G5s and in the 128-bit world of AltiVec
