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The Golden Rectangle

you can check out the original article on the Internet here


A golden rectangle is a rectangle whose side lengths are in the golden ratio, 1:\varphi (one-to-phi), that is, approximately 1:1.618.


The large rectangle BA is a golden rectangle; that is, the proportion b:a is 1:. For any such rectangle, and only for rectangles of that specific proportion, if we remove square B, what is left, A, is another golden rectangle; that is, with the same proportions as the original rectangle.
The large rectangle BA is a golden rectangle; that is, the proportion b:a is 1:\varphi. For any such rectangle, and only for rectangles of that specific proportion, if we remove square B, what is left, A, is another golden rectangle; that is, with the same proportions as the original rectangle.

A distinctive feature of this shape is that when a square section is removed, the remainder is another golden rectangle, that is, with the same proportions as the first. Square removal can be repeated infinitely, which leads to an approximation of the golden spiral.

According to astrophysicist and math popularizer Mario Livio, since the publication of Luca Pacioli's Divina Proportione in 1509, when "with Pacioli's book, the Golden Ratio started to become available to artists in theoretical treatises that were not overly mathematical, that they could actually use," many artists and architects have proportioned their works to approximate the form of the golden rectangle, which has been considered aesthetically pleasing. The proportions of the golden rectangle have been observed in works predating Pacioli's publication.

The Golden Mean


view original Internet article here


In mathematics and the arts, two quantities are in the golden ratio if the ratio between the sum of those quantities and the larger one is the same as the ratio between the larger one and the smaller. The golden ratio is approximately 1.6180339887 (from the quadratic formula).

At least since the Renaissance, many artists and architects have proportioned their works to approximate the golden ratio—especially in the form of the golden rectangle, in which the ratio of the longer side to the shorter is the golden ratio—believing this proportion to be aesthetically pleasing. Mathematicians have studied the golden ratio because of its unique and interesting properties.

The golden ratio can be expressed as a mathematical constant, usually denoted by the Greek letter \varphi (phi). The figure of a golden section illustrates the geometric relationship that defines this constant. Expressed algebraically:

 \frac{a+b}{a} = \frac{a}{b} = \varphi\,.

This equation has as its unique positive solution the algebraic irrational number

\varphi = \frac{1 + \sqrt{5}}{2}\approx 1.61803\,39887\dots\,

Other names frequently used for or closely related to the golden ratio are golden section (Latin: sectio aurea), golden mean, golden number, and the Greek letter phi (\varphi). Other terms encountered include extreme and mean ratio, medial section, divine proportion (Italian: proporzione divina), divine section (Latin: sectio divina), golden proportion, golden cut, and mean of Phidias.
Construction of a golden rectangle: 1. Construct a unit square. 2. Draw a line from the midpoint of one side to an opposite corner. 3. Use that line as the radius to draw an arc that defines the long dimension of the rectangle. Construction of a golden rectangle:
1. Construct a unit square.
2. Draw a line from the midpoint of one side to an opposite corner.
3. Use that line as the radius to draw an arc that defines the long dimension of the rectangle.

  • important part of any composition, in any medium

the art of photomanipulation

Although you will constantly hear photographers scold and nag about the photomanipulation process, it is actually one that has been used for many years, and one which is able to offer a variety of benefits. It has also existed throughout the art of photography in many different forms, including everything from different angles, how to use different lights and settings, hiding imperfections, and so on.

Especially in the world we live in today, where everything and everyone is expected to be perfect, namely in the magazines that stare back at us from off the shelves, photo manipulation has played an incredibly large role.

What is it?
Photomanipulation is basically the art of taking a normal photograph and then manipulating it the way that you want it, namely through use of a computer and various tools and applications on the computer. Photomanipulation modifies photographs either by analog or digital means, and is also commonly referred or related to what is known as 'Photoshopping', which is the slang term for the digital editing of photos, and although it is not directly aimed at the Adobe Photoshop application, it was named after it. Adobe Photoshop is only one of the many different digital editing applications that are available however, and for instance there is Paint Shop Pro, Corel, and even Paint, although this is one of the less advanced programs and is rarely used in the photomanipulation processes of today.

Ethics
There has been a lot of controversy surrounding the issue of photomanipulation, and although there are definitely many people who have good, positive things to say about it, there are also those who feel that there are concerning issues surrounding it. For instance on the covers of magazines, when celebrities heads are pasted onto different bodies, this in the past has stirred up a lot of commotion. One instance in particular was when the O.J. Simpson trial was taking place and the Newsweek magazine posted his mug shot as their magazine cover picture, while Time Magazine posted the exact same picture only used photomanipulation to alter it, and ended up making Simpson appear much darker than he was in the actual picture, and as well they removed the serial number and darkened the area around him. The Lebanon reuters incidents is just another prime example.

The ironic part was that the magazines ended up side by side on a newsstand, and it was incredibly clear what a significant amount of photomanipulation had taken place in Time's version of the photograph.

Journalism is only one area that uses a great deal of photomanipulation, and fashion magazines are definitely topping the list as well. One of the biggest problems with these photomanipulated photographs is that they alter the opinions and views of the public who, for the majority of the time, have no clue that the particular photo was even altered at all. Therefore there really needs to be certain standards set in the field of photography when it comes to something such as photomanipulation.

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Domen Lombergar is a strange surrealist publishing his work on http://www.lombergar.com and on http://www.surrealartportal.com which he hopes to turn into the new surrealism manifesto.

elements of design

Art Theory 101:
Balance & Rhythm


Balance is the perception of visual equilibrium, and relates to our physical sense of balance. It is an appeasement of opposing forces in a composition that results in visual stability. Most successful compositions attain balance in one of two ways: symmetrically or asymmetrically. Balance in a three dimensional object is simple to understand. If balance isn't achieved, the object tips over. To understand balance in a two dimensional structure, we must use our imaginations to carry this three dimensional analogy forward to the flat surface.

Symmetrical balance means having equal "weight" on equal sides of a centrally placed fulcrum. It may also be referred to as formal balance. When the elements are arranged equally on either side of a central axis, the result is Bilateral symmetry. This axis may be horizontal or vertical. It is also potential to build formal balance by arranging elements equally around a central point, resulting in radial symmetry.

There is an alternate of symmetrical balance called approximate symmetry in which equivalent but not identical forms are arranged around the fulcrum line.

Asymmetrical balance is more complex and difficult to foresee. It involves placement of objects in a way that will allow objects of varying visual weight to balance one another around a fulcrum point. This can be best imagined by foreseeing a literal balance scale that can represent the visual "weights" that can be imagined in a two dimensional composition. For example, it is possible to balance a heavy weight with a cluster of lighter weights on equal sides of a fulcrum. It is also possible to visualize objects of equal weight but different mass on equal sides of a fulcrum. Unequal weights can even be balanced by shifting the fulcrum point on our imaginary scale.

Rhythm can be described as timed movement through space; an easy, connected path along which the eye follows a regular arrangement of motifs. The presence of rhythm creates certainty and order in a composition. Visual rhythm may be best understood by relating it to rhythm in sound.

Rhythm depends largely upon the elements of pattern and movement to achieve its effects. The parallels between rhythm in sound/ music are very exact to the idea of rhythm in a visual composition. The difference is that the timed "beat" is sensed by the eyes rather than the ears.

Rhythm can be created in a number of ways. The characteristic flow of the individual line is referred as linear rhythm. Accomplished artists have a common manner of putting down the lines of their drawings that is a direct result of the characteristic gesture used to make those lines, which, if observed, can be seen to have a rhythm of its own. Linear rhythm is not as dependent on pattern, but is more dependent on timed movement of the viewer's eye.

Repetition comprises the use of patterning to achieve timed movement and a visual "beat". This repetition may be a clear repetition of elements in a composition, or it may be a more subtle kind of repetition that can be observed in the underlying structure of the image.

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Domen Lombergar is a surrealist which publishes his work at http://www.lombergar.com - to learn more about the digital art community he runs check out http://www.artcone.com

Action and Adventure Photography Tips

Adventure photography is probably the only field of photography that is exclusively shot by participants.

Photo: Mountain trail run
Photograph by Bill Hatcher
THIS ARTICLE IS FROM
Photo: Guide to adventure photography

Photography Field Guide: Action & Adventure

Add new excitement and energy with great advice, tips, and techniques.

Being a participant in the adventure gives you a front row seat to the action. You can use your proximity to help you focus on both the subject matter and the emotion of the events as they develop.

In a large part, adventure photography is about telling a story. I always use a story line in a trip. I start this process at the beginning of a trip, and I become more intimately involved and tuned into possible dramatic events as the adventure proceeds. Shooting great adventure photography requires balancing photography with participation, and combining solid camera technique with a keen observation of unfolding events. Your reward will be powerful photos that clearly illustrate the story of your adventures.

When out adventuring you will come across many situations that will require special planning for the equipment you carry and the strategy for shooting. For many of these outdoor photo pursuits, first determine environmental hazards to yourself and your equipment. Safety, for both you and the people you are photographing, is your highest priority. No photo is worth putting yourself in harm's way.

Hiking, Biking, Backpacking, and General Exploration

Trip weight and bulk should be your chief concern when packing your camera for hiking or biking. When you are deciding what camera equipment to bring, try to anticipate the photo situations that are most important to capture when on the trail. I always like to keep my camera handy when I am out hiking, backpacking, or biking. For biking, keeping the camera in the top of your hydration pack will give you adequate access. To always be ready for the shot, you might consider a compact point-and-shoot camera, which you can keep in a pocket attached to the shoulder strap of your bicycling hydration pack. Keep your camera in your pack or bike pannier when you are riding your bike.

On hiking trips I carry a camera either around my neck or in a small fanny pack. I keep my camera handy if I am traveling through villages or other interesting or unique terrain. I also always have my camera out and ready to use during the good light of early morning or late evening, if it is foggy, or if there is other interesting light. If you are shooting in the desert, you will have to take special care to keep windblown sand out of your cameras. Packing lenses and cameras individually in sealed nylon Ziploc bags is a good line of defense. Avoid changing lenses or opening the back of the camera when the wind is blowing hard enough to blow sand around.

Snow Sports: Skiing, Snowboarding, and Winter Camping

Typically, when shooting skiing and snowboarding, you will be ahead of the skier or boarder looking for a likely shooting location. Speed is of the essence in ski photography. Keeping your camera in a pack makes access too slow. Instead, use a hip pack that has a waist belt and shoulder strap. The hip pack should have a zipper to keep out snow. Some manufacturers make hip camera packs that integrate with a daypack, which is an even more stable way to carry your camera when skiing. The camera pack can be used to keep food, water, and extra lenses. You should not wear the camera dangling from your neck by its strap or under your jacket when skiing or snowboarding—if you fell, the camera could injure you.

Boating and Water Sports

Camera protection is critical in shooting water sports. Fresh water is corrosive and salt water even more so—therefore in surfing, rafting, and most paddle sports a waterproof case or bag is a must.

On a rafting or paddle trip, expect to be on the water about four or five hours a day. If you have a waterproof case for your camera and you are careful, you can take photos while sitting on the boat in flat water. You can ask the raft guide or other knowledgeable person on the boat if the upcoming rapids will be splashy or if you should expect a complete dousing.

The best lens to use for shooting in a boat is a wide-angle zoom lens, such as the 17-35 zoom. Boats on moving water can be beautiful. Play with adjusting your camera to slower shutter speeds to see what you like best. Another creative tool when shooting water is reflection. Look carefully for water reflections on calm water during sunset and sunrise. Reflections become more prominent when the water is between you and the brightest part of the sky.

If you are shooting around salt water remember that salt water is far more corrosive than fresh water, so you should dry and clean your camera carefully each day. Ocean surf causes saltwater spray to be suspended in the air. When around surf keep your camera covered and protected from the saltwater spray. With care you can shoot every aspect of a river trip, a surfing trip, or a day at the beach with the kids.

Home-Field Training

At first glance it would seem that unless you are a full-time adventure athlete, adventure photography is something that you will have little opportunity to apply yourself to—however, nothing could be further from the truth. When learning how to shoot action photos, there are many ways you can begin practicing and honing your skills when you are far from the mountains or wild rivers. Here I'll talk about "crossover;" by that I mean how you can apply adventure shooting skills and techniques to your everyday photography.

There are many places just around your neighborhood, everyday outdoor activities, and amateur team sports where you can sharpen your eye for shooting adventure and action. These are not exercises that will train you to react faster, because the more you shoot, the more tuned in to that activity you will become, and speed will follow naturally. Instead, these crossover exercises will teach you to approach the game the same way a professional photographer prepares before shooting an event or an expedition. This exercise simply makes you see a game or sporting event as a photographer, not as a spectator. As a photographer, you approach the activity by looking for photos that tell the story of the game.

What separates a snapshot from a good photo is the planning that goes into making the shot. Before going out to shoot, pro photographers always have some kind of plan, which includes a mental image of the type of photos they want to shoot. If you begin with a rough idea of the photos you want to shoot, you can then work backward and decide what camera, lens, and other equipment you might need to get those photos.

Digital Photography Quick Tip

Keep these tips from photographers Rob Sheppard and Bob Martin in mind as you're taking photos with your digital camera.

Photo: Crab spider on yellow flower
Photograph by Rob Sheppard
THIS ARTICLE IS FROM
Photo: Guide to digital photography

Photography Field Guide: Digital

Easy-to-understand, step-by-step guide to digital photography.

  • When researching equipment, visit your local camera store first. Read reviews in photography magazines and on special Web sites. Each source can bring you closer to an informed, solid choice that's appropriate for you.
  • Most point-and-shoot digital cameras have a limited-range optical zoom with the ability to further zoom in electronically. This merely crops your picture and uses only a small section of your sensor. Switch off this facility and use only the optical zoom if this is possible on your camera, since you can always crop the picture at a later stage.
  • A disposable waterproof camera might be a good option when photographing kids at the pool.
  • Image quality depends on more than a sensor. It is also affected by lens quality and the image processing done inside the camera.
  • To compare digital camera lenses, look for the 35mm equivalent size. The actual focal length can be misleading because sensor sizes are different.
  • Never buy a digital camera based on features alone. How it handles and how you react to the controls vary enough to strongly influence how much you will like and use the camera.

Digital Photography

  • Regardless of camera type, the photograph is ultimately the most important thing. From photojournalism to family photos, digital photography is still photography.
  • Good photography is always about recognizing and responding to the subject, not about the computer. That means shooting the right way from the start, no matter what camera you use.
  • Get close. Check out your lens. See what it can do by stepping in closer and placing something in the foreground. What happens to the background? Is it fuzzy or sharp?
  • Shoot a lot of pictures. Remember, it's digital, so you can!
  • Low light will increase digital grain. Use a flash or other added light if grain could be a problem and must be kept to a minimum.
  • Being perfectly still is the first step to making better pictures.
  • Get used to your camera's delay. That way you can avoid near misses such as a child jumping out of focal range.
  • A different vantage point can be refreshing when photographing kids and animals.
  • Try different angles with a flash unit to eliminate unwanted shadows.
  • White balance is more than a color correction tool. Use it creatively to get the colors you want in your scene.
  • The sensor sensitivity (commonly referred to as ISO) is simply a measure of the sensor's sensitivity to light. If you are setting the ISO manually, here is a basic guide: 100 ISO in bright, bright sunlight; 400 ISO on a dull, dreary day; 800 or 1600 ISO for indoors under floodlights; generally speaking, the higher the ISO, the lower the picture quality.
  • If there are too many colors and bad light, switch to black and white so that the content of the picture dominates rather than the clash of colors.
  • Black-and-white photography has many possibilities with digital cameras. A scene can be shot directly in black and white with the camera or it can be captured in color and later changed in the digital darkroom.
Transferring and Storing Images in the Digital Darkroom
  • Protect your images from hard drive crashes by backing them up outside your computer.
  • Both Mac and Windows computers work very well for photographers. Image quality is not affected.
  • Buy the largest memory card that you can.
  • If you intend to store, print, and edit your pictures on a computer, a really good accessory is a card reader, rather than connecting your whole camera to the computer with a cable.
  • JPEG is a great shooting format, but you should not use it as a working format in the computer. Always resave your images in TIFF or in your image processor's file formats.
  • Buy the better CD/DVD recordable disks for your photos. Look for the mention of long life or archival life to ensure the image data will remain stable.
  • Use an image browser that lets you see all of the photos as thumbnails for quick and easy sorting of digital images. The photos can be quickly deleted, copied, or renamed as needed.
  • Testing was an important part of the traditional darkroom, and it can make significant improvement in digital prints too. Testing can mean the difference between adequate and stunning prints. Just remember that there is little you can do to an image in the computer that can't be undone. Let yourself go, and don't be afraid to experiment in the digital darkroom.
  • Most digital camera images must be adjusted so their resolutions will be appropriate for their purposes from print to email, printed page to the Internet. Never email photos directly from a digital camera without resizing them. They are too big and will likely cause problems for recipients who don't have fast internet connections.

Digital Photography

Digital Photography

Digital cameras today offer superb image quality that competes directly with film.

Photo: Orchid pattern
Photograph by Robert Clark
THIS ARTICLE IS FROM
Photo: Guide to digital photography

Photography Field Guide: Digital

Easy-to-understand, step-by-step guide to digital photography.

These cameras look and act like traditional cameras with a few extra features. Tricky camera designs are quickly leaving the marketplace because photographers want to take pictures and not be bogged down by hard-to-use technology.

Many things about digital cameras are identical to film cameras, a few things are slightly tweaked from film expectations, and a number of features are unique to digital photography. Some of the big differences can actually help you take better pictures than you ever did with a film camera.

For quality results from any camera, the basics of photography still apply no matter how an image is captured. A tripod is always important if slow shutter speeds are needed and big telephoto lenses are used. Fast shutter speeds remain a key way to stop action, and f-stops continue to affect depth of field. The important parts of a scene still need to have the focus centered on them, and dramatic light always helps make for dramatic photos.

The "digital" in digital camera has caused even experienced photographers to worry that this new technology will be difficult to master. But consider this: No beginner ever picked up a camera and knew what all the controls did. For the serious photographer, f-stops and shutter speeds were definitely not instinctive.

Types of Cameras

Digital cameras come in a variety of forms, from point-and-shoot pocket cameras to advanced digital SLRs. There is no right or wrong type, though a specific one may be best for you and your photography.

Simple point-and-shoot digital cameras can give surprising quality when they have the right lenses and sensors. Because they are totally automatic in focus and exposure, they just have to be pointed at a subject and clicked. They have limited capabilities for controlling the image, although even very inexpensive cameras often have white balance controls. Some are exceptionally compact, able to fit easily into a shirt pocket, making them ideal cameras to keep at hand so you won't miss a great photo opportunity.

Advanced point-and-shoot cameras are similar in that they mostly rely on automatic controls; however, this group tends to add special features to make the cameras a little more flexible. Such features include exposure compensation, more white balance controls, limited manual settings, and more. Still relatively inexpensive, these cameras can be a good introduction to digital and are perfect for the families of serious photographers.

Interchangeable-lens, digital SLRs offer all the controls of a 35mm SLR, including lenses that give you a wealth of focal-length possibilities. These cameras are definitely bigger than the other digital cameras. They include complete and extensive photographic controls, the best in image-sensor and processing technology, high levels of noise control, and more. The LCD panel on the back of an SLR can be used only for reviewing images, since the sensor cannot provide "live" images due to the mirror design.

Shoot It Right From the Start

The way to get the best photos from a digital camera is to do it right from the start. Yet there is an idea that one doesn't need to devote much effort when you have the computer to "help." This idea has sometimes reached almost surreal proportions. A couple of years ago, a digital photography article in a major news magazine said software was available that would automatically transform amateurs' photos into images that would rival the best of pros. That software never existed, nor will it, because good photography has always been about art and craft; about understanding the tools of the craft and using them well; and about perception and the ability to capture an image that catches an audience's attention and communicates well.

Just remember that digital photography is still photography.

The Basics

The most common mistake people make is camera shake. When you move the camera inadvertently at the time you press the shutter, you risk the chance of blurring your image or reducing the sharpness of the image. Keep it steady!

Exposure

Most point-and-shoot cameras have a simple exposure override facility, normally allowing you to overexpose or underexpose your picture. So if the subject is predominantly dark, experiment by overexposing to compensate. If the subject is predominantly light, then underexposure is the way to go. Try taking a test picture, look at it on the screen on the back of your camera, check the histogram, and adjust your exposure compensation. Don't be afraid to shoot four or five versions, as the LCD screen is not always accurate. You can delete the bad pictures later.

Composition

A very basic rule of composition is known as the rule of thirds, or the tic-tac-toe rule. Imagine your viewfinder or LCD monitor divided into nine equal-size squares, like a tic-tac-toe grid. Compose your picture with your subject center-positioned at one of the four intersecting points. This should help you compose more aesthetic portraits.

Zoom

Your point-and-shoot camera will probably have an autofocus zoom lens. You will discover that the ability to zoom in on your subject is fantastic. Get bold. Use your zoom lens and compose your picture with the subject filling your frame. To start with, I'd be surprised if you don't get a lot of pictures that are small in the frame. When you look through the viewfinder, look at the whole picture frame and how big the subject is in your picture, not just into the eyes of the person you're photographing.

Changing the Point of View

Another thing to consider when taking your picture is your point of view. A picture can be more interesting when taken from an unusual angle. Don't be afraid to lie down and look up at your subject, a particularly dynamic approach when photographing pets or children and also less threatening to your subject. Equally, you could try climbing up to a higher viewpoint and looking down on your subject. Better yet, try both and then delete the one you like less.

Transferring Digital Images

Digital cameras today come with some way of transferring the photos to the computer. This usually involves some sort of cable, although some cameras are using infrared and other wireless technologies. Direct connection may not be the best way for photographers to get photos onto the computer's hard drive, however. Many people find a card reader much more convenient.

Keys to Working in the Digital Darkroom

Many photographers have tried to work with image-processing programs such as Adobe Photoshop and found the whole process difficult, intimidating, and tedious. One big reason this occurs is that much of the instruction in books and classes takes the wrong approach for photographers: It dwells on the software and not the photography.

The photo "rules." This is an important thing to remember. When the software is "in charge," the focus is not on the image; it is on learning and memorizing all the functions of the program. Many photographers have sat through classes that taught them about such things as selections and layers long before they had any idea why they might want to have such knowledge. This was simply because the instructor thought these things were key elements of Photoshop.

As a photographer, you know your photos and what you want them to do. Sure you might not know everything you can do with an image in the program, but that is less important than why you took the photo. Only you can know this, and your photographic intent will guide you, even through Photoshop, on a sure-and-steady, craft-driven journey that is not obsessed with technology.

Experimenting without fear is another key idea for using the digital darkroom. Often, photographers have had to pay a price for experimenting, and many have gotten cautious and brought that caution with them into the digital darkroom. Just remember that there is little you can do to an image in the computer that can't be undone. Let yourself go, and don't be afraid to experiment.


Early Morning Light

Photo Tip of the Week

Early Morning Light

In the early morning, when the sun is still low in the sky, the light is clean, white light. This is a good time for landscape photography because the extra length of the shadows adds a three-dimensional effect to your pictures.

persuasion

Going Mental
by Joe Mandese, April 2008 issue
Advances in neurological research can put advertisers right in consumers' heads

Going MentalMike Hess spends many of his waking hours poking around inside people's heads to find out what makes the average consumer tick. As director of global research at OMD, the biggest buyer of media in the U.S., Hess is responsible for understanding when, where and why hundreds of millions of American consumers use media, and perhaps even more important, when their minds are most receptive to the ad messages of his clients - giant marketers like Pepsi, GE and McDonald's - who spend billions each year in the hope that their messages are seen, remembered and acted upon.

Hess, in turn, spends millions of dollars each year on proprietary research to understand why one message is effective and another is not. It seems an endless quest. But science is bringing us closer than ever to the answers.

Recently, Hess had the research-lab tables turned on him, becoming the guinea pig whose brain was probed by researchers. The results of those probes were rendered in a series of squiggly lines, illustrating Hess' neurological responses to an experiment in which he, a high-level group of industry executives, and one reporter, participated in preparation for a meeting to show and discuss their results last October. The meeting, held in a lecture room of the Harvard Business School, was hosted by four leading research organizations that are trying to figure out how to apply the fledgling field of neuroscience to media and marketing research, and to find out whether biometric technologies that map the brain's responses to media stimuli can be used the way Madison Avenue has used conventional forms of audience research like Nielsen's TV ratings.

In fact, the field is so promising that Nielsen itself is jumping into it. The media research giant recently acquired NeuroFocus, a Cambridge, Mass.-based firm that is beginning to apply neuroscience to advertising research. The concept is not new. Media researchers have sought to draw a connection between physiological responses and the way the human brain processes information since the earliest days of the business. In fact, they even had some fairly crude metrics: One of the earliest was called "flushometer," a phenomenon that occurred during the Golden Age of television, when public utilities reported a pronounced drop in water pressure during commercial breaks of prime-time TV shows. The drop was attributed to bathroom breaks, marking the earliest known proof of commercial zapping. Over the years, TV researchers experimented with everything from "whoopee cushions" that could sense a viewer's presence on a couch in front of a television set to going so far as connecting people to electrodes to gauge their responses to programming.

What's changed is that the science has improved greatly in recent years - both the technology of measuring biometric responses and the industry's understanding of how to interpret neurological responses.

The Men in the White Coats

During an Advertising Research Foundation conference nearly 10 years ago, Starcom MediaVest Group research chief Kate Sirkin presented one of the earliest known applications of neuroscience technology to media research. Sirkin's experiment involved hooking up consumers to brainwave technology developed by NASA to see how they reacted to TV programming and advertising. Sirkin showed a viewer's brainwave pattern in response to an episode of NBC's Seinfeld, showing peaks and valleys in brain activity. The waves spiked when characters in the show mentioned "Hitler," but Sirkin said it was unclear how to read those responses other than to know that a viewer's brain activity had peaked or ebbed.

Science has come a long way since then: Researchers now know precisely how to read fluctuations in a person's brainwave activity, and how to apply those insights.

"Every time a person thinks, laughs or cries throughout the day, their brain is continuously producing electric signals. That's how the brain communicates," says A.K. Pradeep, president and CEO of NeuroFocus, the neuroscience research company recently acquired by Nielsen. Pradeep says each of those electric signals corresponds to a discrete brain function, and it's possible to map those frequencies to understand precisely how someone is thinking.

NeuroFocus' technology, for example, produces between 64 and 128 squiggly lines of brainwave activity that correlate to specific brain activities, which can be analyzed millisecond by millisecond to determine whether a person is paying attention, what they are paying attention to, the depth of their "emotional engagement," and whether the brain stores the information as long-term memory in a way that might provoke a response later.

Such capabilities, Pradeep says, actually came from research into a variety of mental disorders. Knowledge of the way the brain processes attention, for example, came from research into attention deficit disorder (ADD) and attention deficit hyperactivity disorder (ADHD). Knowledge about how the brain functions during emotional engagement comes from mania, phobia and epilepsy research. How the brain processes long-term memories comes from studying diseases such as Alzheimer's.

Armed with an understanding of these physiological measures of brain activity, Pradeep says, researchers can apply what he calls "derived measures," things that would enable media planners to understand how likely someone is to actually purchase a product or brand whose ad message they are exposed to. By augmenting their brainwave research with eye-tracking technologies, they can pinpoint exactly what someone was looking at and when they were looking at it.

Bunch of Brainiacs

What social research was to advertising and media 50 years ago, neurological research promises to be for the next half century. If there was something that triggered that sort of brain activity on Madison Avenue, it came three years ago, when Harvard Business School professor Gerald Zaltman gave a keynote at an Advertising Research Foundation event. Zaltman, author of the book How Customers Think, was a business management professor who took a deep dive into the field of neuroscience and developed some interesting applications for the world of media and marketing. Some of his thinking has been used to inform Madison Avenue's so-called engagement initiative.

By mapping and understanding how the brain responds to advertising and media stimuli, he suggested, researchers would have empirical knowledge about what kinds of advertising and media content were most engaging to consumers. Because the brain - and how it remembers things - is malleable, Zaltman says, it's not possible to use a map of someone's thought processes to create rules of thumb. Rather, researchers must use the information to understand how people "coauthor" messages. In other words, people don't just passively absorb and process information, but react to it, append it and make the content their own. And depending on when and where they are exposed to it, the content could be processed very differently.

Zaltman has since sought to formalize the practice of using neuroscience in consumer research, and formed Cambridge, Mass.-based Olson Zaltman Associates, one of the research and consulting firms that hosted the ad industry executives at the summit last October. The other firms were Innerscope, which has developed biometric technologies for measuring brain activity, OTX and Sequent Partners.

As part of the project, researchers gave attendees a homework assignment that would be used later to gauge their brain activity: Select five images that evoked a sense of "engagement." Each was then asked to use those images to create a digital "collage" - a master image that comprised all five individual images - while being interviewed, and prompted to pick the images, by an Olson Zaltman analyst. During the process, each respondent was hooked up to Innerscope's scanner technology, which consisted of an array of electrodes connected to the fingertips and chest, while wearing a skintight black vest.

Weeks later, the respondents assembled in the Harvard Business School lecture room, where their collages were push-pinned side-by-side on a wall for the industry executives to inspect each other's handiwork and guess whose images were whose.

The central theme of OMD's Hess' collage was an illustration of a castle being defended from attacking soldiers. Asked why he selected the image, Hess explained. "I see that as the consumer consciously being defended."

Much of the rest of the discussion digressed into a circular debate about definitions of engagement, and the group actually spent little time analyzing the squiggly lines generated by the participants' brains during their homework assignments. Perhaps the industry executives simply felt too uncomfortable having their own brain activity on public display. Or maybe they didn't know how to interpret what it meant. But instead of analyzing the differences between them, they debated whether it was possible to develop a "magic matrix" that could be used to determine when a consumer's brain activity showed them to be engaged with and disposed toward a brand and its advertising message.

Alice Sylvester, a researcher at ad agency Draftfcb, suggested that the more simply such a matrix were constructed, the greater its utility would be in the real world of media planning and advertising decisions. Something as straightforward as three columns and four rows would be ideal, she said, emphasizing, "I need three answers in four buckets."
Unfortunately, when it comes to understanding how the brain works, such simplicity may never be feasible. Zaltman's research shows that memory is malleable and that someone may react differently to the same information at different times. That makes Madison Avenue's magic matrix, or a simple rule of thumb, highly unlikely.

A Sporting Chance

On the other hand, neuroscience does promise to augment the more nuanced areas of advertising research - softer, attitudinal studies like the agency world's famed focus groups - with much more efficient, scientific methods. And NeuroFocus' Pradeep thinks it ultimately can establish patterns that allow agencies and marketers to target their advertising and media buys more effectively, too.

"If you are doing typical survey research with 2,000 respondents, neuroscience will allow you to get it down to 200 people," he claims, adding that the "cycle time" - the time in which ad executives can apply the insights gleaned from such research - would also be greatly reduced. How? Pradeep says that while we are all individuals, there are patterns of brainwave activity are common among like groups of people, and that by identifying, understanding and cataloging those patterns, the industry can vastly improve the planning, production and execution of advertising, media buys, even television programming.

"Are we at the point where we can know that if an ad is presented to Joe in such a way, Joe's mind will look at it in that way? No. But Joe as a human being shares phenomenal amounts of characteristics about what he will pay attention to, what will engage him, and what he will remember and be persuaded by," Pradeep asserts.

The concept is not theoretical, he notes. Neuroscience researchers have already begun applying it with some startling results. NeuroFocus, for example, worked with sports network ESPN to analyze how sponsorships might most effectively be placed and scheduled within its pre-game baseball coverage. Typically, he says, networks will flash logos on the sports desks with a wide array of treatments that might appear cluttered to a viewer. But ESPN prides itself on having a cleaner, less cluttered approach, and the network's executives wanted to know how viewers perceived the difference between it and its competitors.

NeuroFocus tested different versions of sponsorships on the ESPN pre-game shows, some featuring eight sponsor references, and some featuring 10, to learn how they affected the brain activity of viewers, second by second. Based on the feedback, ESPN has changed the way it produces the shows and plans to relaunch and retest them.

Some of the fixes are simple, and might seem intuitive. For example, the research showed that when a sponsor's name is mentioned both visually and audibly, the two references should be synchronized at the same time to achieve a greater effect. Moving graphics, such as a sponsor's logo, should move at a speed - 2 to 4 megahertz - that is most optimum for the human brain to process.

"A lot of this is common sense," says Peter Leinbach, vice president of multimedia sales research at ESPN. "Now we have a tool to measure it." Most significantly, Leinbach says the research validates a long-held, but so far unproven aspect of the underlying model for TV sports sponsorships.

"It answers the age-old question that has plagued so many people for so long," Leinbach explains. "We always knew that viewers accepted that sponsors of sports programming would be integrated into the telecasts. Now we can gauge the effectiveness of that."

How to find Good Student Blogs: My Top Five Techniques

Finding a good student blog is harder than it sounds. Finding a good blog in general is very much a needle-in-a-haystack affair, of course–finding good student blogs can be especially tricky because the same queries and topics which bring up the best-written, most thoughtfully enunciated expositions also drag out the most inane and unhelpful of MySpace scrapings.

In my current position as a research intern working with danah boyd under the Berkman Center, I often have to find entries from lots of students blogs online about specific subjects. Additionally, I’m always on the hunt for great student blogs to highlight for prospective students, higher ed marketers, wary admissions officials, etc. I like to try to encourage student bloggers wherever I find them, explaining to them how their efforts can prove to be really worthwhile, so forth.

I was contacted by a Wall Street Journal reporter a few months ago who was looking for blogs and student writing on a particular topic, and I was quickly able to give them some tools to help with their piece: here are some of the tips that can help you too if you’re looking for blogs about student life at any given school. This guide could be handy if you’re looking for students to recruit for an official blogging venture, if you’re a prospective student wanting to learn more about a school, if a school wants to find evidence for random expulsions… all sorts of uses. The blogs you’ll turn up searching this way tend to be unofficial student blogs, rather than school-directed ones.

1. Look for “student blogging networks” like StudentBloggers.org or The College Blog Network (favorite my blog!) and see what they have to offer. College Blogs Network was the first one of these I can think of, but it sold out last year (no new developments yet). You don’t always get much quality control, but few people take the time to enter their blogs into blog networks unless they’re at least a little serious about their efforts.

2. Use Google Blogsearch, Technorati, IceRocket, vanilla search engines, whatever you like: Here skill comes into play. What kind of blog post are you looking for? For certain more reflective kinds of posts, limit your queries to Livejournal; Vox tends to host a different flavor of blogger, and Xanga and MSN Spaces gets you another category altogether. Leave things open if you want to cast a wide net, noting that although there may sometimes be some mild differences between Blogspot or Wordpress.com and Livejournal, you can find great blogs everywhere. The right way to search here is to be exceedingly specific: I randomly decided to try to find a student blog about Pomona, and to find one that was worthwhile I searched for “pomona school class blog.” After a few pages of search engine results, I came to the Claremont Conservative: a nice blog maintained by a few students which talks a lot about what’s going on at the schools from one given perspective. Not so hard to find things, see?

3. Does the school have an official blogging program? Not as many as I would like do, but some highlight student blogs or have students blogging right on the main site. MIT has the gold standard here, with their admissions blogs, but lots of schools have blogs. Sometimes they’re hard to find, so do a quick search on the school’s site to see if they have some that they just want to hide from you somewhere as a test of your diligence. The fact that blogs are official in some way does not necessarily mean that they are biased or worthless or written by tour guides (Even if sometimes they are some or all of those things).

4. Ask someone who knows. If you chance upon a good student blog like Wesleying (which is super awesome, and right now has a custom unicorn cursor which is fantastic) or the Bwog (an excellent Columbia University blog), both of which are blogs compiled by many students, you will find ready links to many other school resources and student blogs. If not, you can ask and people are likely to know. At helpful communities like the one around William College’s EphBlog, links abound. At Yale, it’s hard to name all that many other student bloggers, but I could rattle off at least a few if you asked me. If you can’t ask a website, ask a student! They might know.

(If you’re looking for blogs about the Ivy League, you’re in luck. Without commenting on links between blogging levels and anything else, there sure seems to be a lot of blogging going on in the Ancient Eight. IvyGate remains a strong contender for general Ivy blog, and is a useful portal to other student blogs and provider of gossip. Harvard has a lovely (unofficial) blog aggregator which points those interested in the direction of quite a few blogs. From student Dartmouth blogs to official Cornell ones, there is a lot to see.)

5. Make your own! There really aren’t enough good student blogs out there, so if you’re an applicant, you could make a blog chronicling your admissions process and then keep blogging once you get to school (like me!) or if you’re already at school, it’s never too late to start! I highly, highly recommend getting your own domain–the $10 you pay yearly will be one of your best investments (more on that some other time). You don’t have to get hosting, either–you could just have that domain point to your freely hosted blog at Wordpress.com or somewhere similar. When you’re done (OR when you are starting) let me know and I’ll help spread the word!

Hope these tips are helpful! Comments, results, suggestions all welcome. I didn’t want to make it an exhaustive guide, but just point out a few ways that I find new blogs in the hopes it might inform others out there looking.

accent locator

What American accent do you have?
Your Result: The Midland
 

"You have a Midland accent" is just another way of saying "you don't have an accent." You probably are from the Midland (Pennsylvania, southern Ohio, southern Indiana, southern Illinois, and Missouri) but then for all we know you could be from Florida or Charleston or one of those big southern cities like Atlanta or Dallas. You have a good voice for TV and radio.

The South
 
Philadelphia
 
The Inland North
 
The Northeast
 
The West
 
North Central
 
Boston
 
What American accent do you have?
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