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None of this means that advertisers just have to turn the audio dials and consumers will come running. Indeed, sometimes they flee. In the early years of mainstream cell-phone use, the Nokia ringtone was recognized by 42% of people in the U.K. - and soon became widely loathed. That, Lindstrom says, was partly because so few users practiced cell-phone etiquette and the blasted things kept going off in movie theaters. The Microsoft start-up sound has taken on similarly negative associations, because people so often hear it when they're rebooting after their computer has crashed. In these cases...

Author: /time Magazine | Title: Neural Advertising: The Sounds We Can't Resist | 3/1/2010 | See Source »

...come from a long line of people who don't care about our long line of people. Whenever I asked my grandparents where their parents were from, they'd all launch into the same speech about how Poland and Russia switched borders a lot. The only thing I got from that speech was that people do not want to admit they're Polish. Also, that making a big deal about your genealogy isn't for Jews; it's for Wasps and Southerners and Democrats and other groups whose past is brighter than their future...

Author: /time Magazine | Title: Reluctantly, Joel Stein Discovers His Roots | 3/1/2010 | See Source »

...York City apartment for six people and they were the only ones on the block without a radio. My great-grandmother, when asked what country she grew up in, wrote "Poland," crossed it out and then wrote "Austria." These are countries that don't even border each other. I come from stupid people. You know how I know that? Because I had to look up whether those countries border each other. (See pictures of Barack Obama's family tree...

Author: /time Magazine | Title: Reluctantly, Joel Stein Discovers His Roots | 3/1/2010 | See Source »

...plastic also ensures that no flavor or nutrients will seep out. Depending on what kind of food you're cooking and how tender you want it, you drop your pouch of food into water in the morning or the day before you want to eat it. At night, you come home to something far tastier than what you would get out of a Crock-Pot. Or so I thought. (See the top 10 food trends...

Author: /time Magazine | Title: Sous-Vide Home Cooking: Really Slow Food | 3/1/2010 | See Source »

...inmates of Ashecliffe hospital look at the new visitor with stares that might be pleading or warning. U.S. Marshal Edward "Teddy" Daniels (Leonardo DiCaprio) has come with his partner Chuck Aule (Mark Ruffalo) to isolated Shutter Island in Boston Harbor to track down an escaped patient from the insane asylum. But that is only one of the enigmas Teddy must unravel. The doctors who run the institution, Cawley (Ben Kingsley) and Naehring (Max von Sydow), often respond to Teddy's questions with strange smiles whose meaning eludes both him and the audience. Teddy too has dark secrets: searing memories...

Author: /time Magazine | Title: Shutter Island: Engrossing, Not Enthralling | 3/1/2010 | See Source »

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