Greek Mythology???-5th Century, BCE

Ancient Greek gods were neither immortal nor interested human in morality.

The gods behaved like people only on a grander scale.

“The gods do all that is shameful and disgraceful among men; they steal, commit adultery,

and deceive one another”. –Xenophanes of Colophon, 6th Century BCE

Cronus (Saturn) castrated and deposed his father Uranus, then ate his own

sons to keep them from doing the same to him.

Medieval Hero11th Century, CE

Byzantine epic poem on the life of Digenes Akritas (Two-Blood Border Lord)

Defender of the Christian Byzantine Empire’s border with Syria

Kills infidels, bandits and a dragon

Acquires his loyal and faithful wife via abduction

Commits adultery twice, kills both women

American “Tall Tales”Early-Mid 19th Century, CE

Big, rugged and fantastically strong men building and taming a rugged new nation.

Born of “Bragging Contests”

Paul Bunyan: Giant lumberjack, felled entire forrests with one chop,

befriended giant blue ox named Babe.

Pecos Bill: Legendary cowboy, “tamed the wild west”, lassoed and rode a tornado.

Birth of Modern Science FictionLate 19th-early 20th Centuries, CE

Inspired by advances in science and tech at the turn of the century.

Wonder and excitement for a new era tempered with fear of the unkown.

Jules Verne predicted space travel and atomic powered submarines.

H.G. Wells wrote of time travel and alien invasion.

Science Fiction and Hollywood1950’s

Cold War and Atomic Age paranoia

Alien invaders equated with spies, infiltrators

Unknown dangers of atomic energy and weapons

Science Fiction and Hollywood1960’s

Stories became more sophisticated and less schlocky.

War and global anihilation continued to be themes but became more introspective.

The consequences of humanity’s self-destructive nature was addressed.

Science Fiction and Hollywood1970’s

Cautionary tales, heavy on the social commentary

Pessimistic tales of dystopian futures, that is until...

Science Fiction and Hollywood1977

Science Fiction and Hollywood1980’s

Pure escapist entertainment

Dazzling special effects

Family-friendly schmaltz

HypothesisThis thesis presents the hypothesis that the assertive and self-consciously pretentious marketing used by a large number of craft and micro-brewed beer makers unnecessarily narrows their markets by turning off potential new craft beer consumers. A more inviting approach could open the market for craft and micro-brewed beer to a broader range of consumers, not just those with an appreciation for irony.