trojan
Volume CIV, Number 5	University of Southern California	Wednesday, June 17, 1987
Movie looking for good men, women
By Danny Bowker
Editor
They're looking for a few good men.
Well, two men and two women, to be exact.
The Department of Marketing and Development needs spokesmen for a 10-minute video that promotes the university and its image. The film is being done by university graduate students.
"It's going to be sent to high school students who have expressed an interest in USC," said Lisa Smith, the video's production manager.
Auditions for the spokesmen will be Friday at the performing arts annex on 32nd Street and Figueroa Street.
Smith said "We're willing to see anyone who's interested” but they must schedule the audition with her first. Her phone number is 737-6053.
Smith the filming is scheduled for June 29 through July 10 but the spokesmen would be needed for only one day.
"It's a lot of voice over and some on camera work," Smith said.
The film is aimed at incoming freshmen and will be sent to them and their parents. It will cover academics, housing, extra-curricu-lar activities and financial aid.
Smith said the format of the film would be mostly hearing what other students have to say, but it would show the campus and the surrounding area.
Carl’s Jr. cuts ribbon, opens officially
Both Karcher brothers come to celebration
By Amy Adkins
Staff Writer
After one month of smoothing out operations, the university's Carl's Jr. had a ribbon-cutting ceremony Monday to celebrate its opening.
Carl Karcher, chairman of the board and chief executive officer of Carl Karcher Enterprises, and his brother Don Karcher, president and chief operating officer, attended the ceremony along with directors of Dining Services and other employees involved in the restaurant's opening.
Eugene Lawless, executive director of the bookstore and dining services, said the university chose Carl's Jr. over other fast food companies because "the customers prefer Carl's Jr."
Lawless was referring to marketing surveys developed prior to the purchase of Carl's Jr. from which the conclusion was drawn that university's "customers" preferred Carl's Jr. over other fast-food hamburger companies.
"The university wanted to own and operate the facility and other companies were not comfortable with giving USC control," Lawless said.
The 1,050 square foot restaurant at the university is the first franchise owned and operated by a university.
Another reason the university chose Carl's Jr. was that the restaurant chain is based in southern California like USC and could provide a "southern California" style to serve the university.
The university chose to buy an already known hamburger franchise rather than develop its own hamburger (like its own pizza at Cafe '84 and cookies at Cafe Vieni Vieni) because "the customers prefer to have a recognized hamburger name," said Lawless, "the customer wants a product they know."
But dining service administrators do not think the new restaurant will not have much impacton the business of other university dining facilities.
Michael Stroud, former Director' of Residential Dining Services, said he thought that patronage of EVK and Trojan Dining Cafeterias would not be affected very much because "the best buy (for students) is the residential dining hall, but the points system allows the students flexibility/'	.■ .	.,
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Brains, machines may work together to benefit society
Human and mechanical brains are helping each other seek their ultimate potential in a marriage between neuroscience and engineering, at least according to William McClure, director of the university's Program in Neural Informational and Behavioral Sciences (NIBS).
Neuroscience is basically the study of how the brain works, physically and chemically. WTiile the science sheds light on questions of human health and behavior it didn't seem to offer much to today's booming science — computers.
Now it does.
"Computer 'brains' didn't need clues from human brains about how to perform super-human computation," McClure said. "But today's fields of robotics and artificial intelligence are very dependent on knowledge about how our brains function — say, in recognizing patterns of images.”
"I see NIBS as an environment in which scientific specialists, who otherwise face increasing professional isolation
because of the acceleration of specialized knowledge, learn to communicate with one another for the sake of societv- as a whole," McClure said.
McClure said neuroscientists and engineers can find it easy to talk to each other because both are trained in mathematics and logic.
"But only recently have they become aware that communication between them is really worthwhile," McClure said.
McClure has no fear of machines becoming humans.
McClure said the pursuit of artificial intelligence is justified even though scientists have yet to pinpoint what intelligence is.
"Intelligence, in my view, is a measure of the individual capacity to serve one's goals by adapting to changing situations,” McClure said. "I realize that ma-
chine intelligence and human intelligence do not overlap as much as many Laymen might assume. But 1 think it s just naive to assume that the two forms of intelligence don't overlap at all. Computers are indeed beginning to learn the human-brain skill of visual pattern recognition. And. in general, computers are starting to learn the human skill of learning itself. As computers mimic more human functions, computer design will need to incorporate more and more of the principles of neuroscience."
But McClure said he doesn't have anv fear that machines will become humans.
"Many neuroscientists believ e very strongly that consciousness eventually will emerge from an intelligent machine. And though I don't share that sense of certainty, I certainly don't discount the possibility If intelligent machines ever become conscious — and even if they exhibit such human feelings as love or compassion — that (Continued on page 2 >
LORtAN ELBERT SUMMER TROJAN
NOW STARRING — Carl Karcher was at a ribbon cutting ceremony for the campus Carl s Jr. on Monday. The celebration came nearly one month after the restaurant opened its doors so that any problems could be smoothed out.
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The Day plea today
in Court
Emanuel enters Radiation case
continued again
Football tailback Aaron Emanuel will be arraigned today on two charges of misdemeanor battery.
Emanuel is charged with punching track team member Sharon Hatfield at a party and in another incident involving USC student Tammy Baird.
Emanuel has been suspended from the university for the 1987-88 academic year and faces as much as six months in county jail or a S2,000 fine or both.
The university and 10 of its researchers will not answer to 179 charges of mishandling radioactive materials until Aug. 6. The case was continued for the third time.
The university claims that most of the charged violations involve paperwork and record-keeping but Citv Attorney James Hahn's office says the charges are for incidents and not related to documentation.