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...brands. But when Montague repeated the test and told them what they were drinking, three out of four people said they preferred Coke, and their brains showed why: not only were the reward systems active, but memory regions in the medial prefrontal cortex and hippocampus also lit up. "This showed that the brand alone has value in the brain system above and beyond the desire for the content of the can," says Montague. In other words, all those happy, energetic and glamorous people drinking Coke in commercials did exactly what they were supposed to do: seeped into the brain...

Author: /time Magazine | Title: The Brain: Marketing To Your Mind | 1/19/2007 | See Source »

...legendary morale and spirit of the people of West Berlin have lit a fire throughout the world," Kennedy said to roars of approval from a rapturous crowd. But it was this line that would be remembered: "Today, in the world of freedom, the proudest boast is "Ich bin ein Berliner...

Author: /time Magazine | Title: Wall-To-Wall Kennedy | 1/9/2007 | See Source »

Each and every reading period, Lamont Library’s brightly lit, over-heated insides echo with our quiet cursing of all those instructors who had the gall to assign thousands of pages of material, without even pretending to hold us accountable during the term. In short, it’s the perfect time to ask us to fill out course evaluations...

Author: By Adam Goldenberg | Title: A Little Knowledge | 1/5/2007 | See Source »

MICHAEL RICHARDS, a.k.a. Seinfeld's Kramer, lit into a heckler during his stand-up act, calling him a "nigger," joking about lynching and proving that as far as racist rants go, drunken anti-Semitism ( la Mel Gibson) is so last season...

Author: /time Magazine | Title: Memorable Performances of 2006 | 12/17/2006 | See Source »

...question: “Can I be real with you? Real real with you?” Yes, you can. It puts things in perspective. 4) Postal Service, “This Place is a Prison”: An undiscriminating anthem suitable for pre-meds trapped in Cabot and Lit-kids trapped…trapped…oh well. Witness: “This place is a prison/these people aren’t your friends.” More impressive is the bit about that all-too-familiar feeling of near-Siberian isolation: “What does it take...

Author: By Nathaniel Naddaff-hafrey, CRIMSON STAFF WRITER | Title: Top Five Finals Period Might-be-most Played | 12/14/2006 | See Source »

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