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The advertised mind : groundbreaking insights into how our brains respond to advertising
Published: Kogan Page, 2005Contents: “…Neurons : the building blocks of the brain -- Neurons -- Synapses -- Neurons in action -- Hinton diagrams of neurons -- Making the neuronal system do things -- Example of a system with different synaptic sensitivities -- Rummelhart and bigger neuronal systems -- Gestalts -- Summary : important features of neuronal systems -- Distributed memory -- Neural networks -- 6. Learning and emotion -- 'Making' a brain -- Darwin III -- Pleasure and pain -- The amygdala is the key to the fear response -- When memories are laid down they are emotionally 'tagged' -- This is not just true for big emotions -- From fear to pleasure -- Learning and feeling -- Alcohol and the pleasure centres -- Darwin III is driven by expected emotions -- Seeing activity in the brain -- Functional areas in the brain -- A picture of sight -- A picture of listening -- A picture of a naïve activity -- A picture of a practised task -- Conclusion -- 7. …”Description: xxiv, 232 pages : illustrations ; 25 cm.
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Reader's digest complete do-it-yourself manual
Published: Reader's Digest Association, 1973Contents: “…Electricity : solving power problems safely -- Fuses and circuit breakers -- Understanding electricity -- Defining electrical needs -- Planning new circuits -- Improving electrical service -- Safer electrical service -- Electrical repair guide -- Cord and plug repairs -- Electrical boxes and accessories -- Wires and wiring -- Switches and outlets -- Special switch and outlet hardware -- Wiring new circuits -- Installing electrical boxes -- Floor and ceiling wiring -- Ceiling fixtures -- Wiring switches -- Wiring code -- Outdoor lighting -- Outdoor wiring -- Lamp repair -- Fluorescent fixtures -- Door chimes, bells, and buzzers -- section 9. …”Description: 600 pages : illustrations ; 23 x 29 cm.
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