Abstract
This paper reviews and analyzes several key concepts as presented in Martha McCaughey's book "The Caveman mystique: Pop- Darwinism and the Debates over Sex, Violence, and Science." In particular, the paper examines McCaughey's views on social Darwinism and how easily they can justify pre-existing gender norms, such as men being aggressive and women being passive. Additionally, by placing Darwinism in its historical context, McCaughey shows how evolutionary theory can be twisted to 'prove' any prejudice the individual might possess. The paper concludes by stating that after reading this book, one can see how science can be used and misused to justify racial and gender-based prejudices.

From the Paper
"The most notable example of this phenomenon is Social Darwinism, which suggests a 'struggle for the fittest' determines what races would survive and which will be dominated by other races. Darwinism has also been used to justify pre-existing gender norms through the 'caveman mystique' which perpetuates the notion that evolution proves that men are innately aggressive, because natural selection determines that such men will survive and propagate their offspring--even through violent sexual means. This theory also suggests that women are chosen by aggressive men, not because they are strong but because they are sensual and passive. Evolutionary selection demonstrates that women must be valued based upon their hip to waist ratio rather than their IQ, and there is nothing any of us can do about this."

Tags:Social Darwinism, gender-based prejudice, racism, marriage

Abstract
The paper relates that in 2005 Geico won the Webby award for its Internet website design and marketing. The paper reveals that that Geico has been one of the most successful companies at marketing its insurance in print media and online. The paper discusses Geico's use of the gecko icon and the caveman. The paper notes the differences in their print and online advertisements.

From the Paper
"In 2005 Geico won the Webby award for its Internet website design and marketing. The award was given by the International Academy of Digital Arts and the marketing "increased the site's visits by 31%" ("Geico", para. 1-3). The Internet advertising that was used by Geico in 2005 featured the company's "spokesman", the gecko. Once on the site, visitors can play interactive games with the gecko. However, the gecko has not been the only successful icon of the company's marketing strategy."

Tags:print, online, advertisements, media, television, gecko, caveman

Abstract
This paper provides a critical assessment to the book "Neanderthin : Eat Like a Caveman to Achieve a Lean, Strong, Healthy Body" by Ray Audette and the Paleolithic diet in general.