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1. |
Record Nr. |
UNINA9910462251403321 |
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Autore |
Lauwereyns Jan <1969-> |
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Titolo |
Brain and the gaze [[electronic resource] ] : on the active boundaries of vision / / Jan Lauwereyns |
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Pubbl/distr/stampa |
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ISBN |
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1-283-59316-5 |
9786613905611 |
0-262-30554-2 |
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Descrizione fisica |
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1 online resource (313 p.) |
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Disciplina |
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Soggetti |
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Visual cortex |
Vision |
Electronic books. |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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Contents; Prelude: Output for Input; 1 Free Viewing; 2 A Sensorimotor System; 3 The Moving Retina; 4 Seeing and Grasping; 5 The Intensive Approach; 6 The Gaze of Others; 7 Seeing and Nothingness; Coda: Esemplastic Power; Bibliography; Index |
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Sommario/riassunto |
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A radically integrative account of visual perception, grounded in neuroscience but drawing on insights from philosophy and psychology. How do we gain access to things as they are? Although we routinely take our self-made pictures to be veridical representations of reality, in actuality we choose (albeit unwittingly) or construct what we see. By movements of the eyes, the direction of our gaze, we create meaning. In Brain and the Gaze, Jan Lauwereyns offers a novel reformulation of perception and its neural underpinnings, focusing on the active nature of perception. In his investigation of active perception and its brain mechanisms, Lauwereyns offers the gaze as the principal paradigm for perception. In a radically integrative account, grounded in neuroscience but drawing on insights from philosophy and psychology, he discusses the dynamic and constrained nature of perception; the complex information processing at the level of the retina; the active nature of vision; the intensive nature of representations; the gaze of others as |
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visual stimulus; and the intentionality of vision and consciousness. An engaging point of entry to the cognitive neuroscience of perception, written for neuroscientists but illuminated by insights from thinkers ranging from William James to Slavoj Zizek, Brain and the Gaze will give new impetus to research and theory in the field. |
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2. |
Record Nr. |
UNINA9910966651603321 |
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Autore |
Berman Margo <1947-> |
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Titolo |
The copywriter's toolkit : the complete guide to strategic advertising copy / / Margo Berman |
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Pubbl/distr/stampa |
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Chichester, West Sussex, U.K. ; ; Malden, Mass., : Wiley-Blackwell, 2012 |
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ISBN |
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Descrizione fisica |
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xix, 376 p. : ill. (some col.) |
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Disciplina |
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Soggetti |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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Machine generated contents note: Introduction Acknowledgments Chapter 1. The Persuasive Word: Strategy: The ABC's - Audience, Benefits & Creative Briefs Chapter 2: The Strategic Word: Strategy Categories Chapter 3. The Chosen Word: Writing Techniques Chapter 4: The Sticky Word: Headline and Slogan Techniques Chapter 5. The Written Word: Print (ads, brochures, catalogues) Chapter 6. The Spoken Word: Radio Chapter 7. The Animated Word: TV Chapter 8. The Delivered Word and Abridged Word: Direct Mail, Mobile & Small-Space Writing Chapter 9. The Ambient and Moving Word: Out-of-Home & Transit Chapter 10. The Online Communal Word: Digital Dialogue, Virtual Community, Blogging Chapter 11. The Online Word: Websites Chapter 12. The Buzz Word: Interactive Engagement, Social Media, Viral Marketing Chapter 13. The Multimedia and Multilingual Word: Integrated Campaigns Chapter 14. The Global Word: International Campaigns Suggested Reading. |
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Sommario/riassunto |
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"It doesn't matter whether you're a student, novice, or seasoned |
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professional, this book will hone your copywriting skills. Beginning with strategy and technique, each following chapter focuses on writing for a specific medium: from print and broadcast through ambient and digital media. Writing examples are shown using industry standard formats. You'll quickly see how radio scripts differ from TV scripts, how television storyboards are best presented, and how print copy is typed up to facilitate typesetting. Copywriters from global agencies share their writing secrets and offer copy tips for every medium. Special callout boxes will make major points easy to remember and simple to apply. Glossaries are listed in relevant chapters and checklists summarize the principles for fast reference. Written from a real-world perspective by an award-winning copywriter/producer/director, this comprehensive guide is what every writer needs to create powerful, strategic ad copy"-- |
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