...students of memory today hold that past experience is necessarily - both psychologically and neurologically - constructed anew in each memory event or act of recall.

• memory
• programming
• recall
• persistence
• database
• personal history
• experience
• past

Now here is a very significant change in human affairs. Instead of a nomadic tribe of about twenty hunters living in the mouths of caves, we have a town with a population of at least 200 persons. It was the advent of agriculture, as attested by the abundance of sickle blades, pounders and pestles, querns and mortars, recessed in the floor of each house, for the reaping and preparation of cereals and legumes, that made such permanence and population possible. Agriculture at this time was exceedingly 17 See J. Perrot, 'Excavations at Eynan, 1959 season,' Israel Exploration Journal} 1961, 10: ij James Mellaart, Earliest Civilizations of the Near East (New York: McGraw-Hill, 1965), Ch. 2; Clark and Piggott, p. 15 off. 140 The Mind of Man primitive and only a supplement to the wide variety of animal fauna — wild goats, gazelles, boars, fox, hare, rodents, birds, fish, tortoises, crustaceans, mussels, and snails — which, as carbon-dated remains show, were the significant part of the diet. The Hallucinogenic King A town! Of course it is not impossible that one chief could dominate a few hundred people. But it would be a consuming task if such domination had to be through face-to-face encounters repeated every so often with each individual, as occurs in those primate groups that maintain strict hierarchies. I beg you to recall, as we try to picture the social life of Eynan, that these Natufians were not conscious. They could not narratize and had no analog selves to 'see' themselves in relation to others. They were what we could call signal-bound, that is, responding each minute to cues in a stimulus-response manner, and controlled by those cues. And what were the cues for a social organization this large? What signals were the social control over its two or three hundred inhabitants? I have suggested that auditory hallucinations may have evolved as a side effect of language and operated to keep individuals persisting at the longer tasks of tribal life. Such hallucinations began in the individual's hearing a command from himself or from his chief. There is thus a very simple continuity between such a condition and the more complex auditory hallucinations which I suggest were the cues of social control in Eynan and which originated in the commands and speech of the king.

• history
• evolution
• anthropology
• bicameral mind
• civilization
• flag
• authority
• authorization
• government
• hallucinations
• language
• life
• time
• change
• stimulus
• control
• speech
• recall
• analog
• domination
• agriculture

Does the door of your room open from the right or the left? Which is your second longest finger? At a stoplight, is it the red or the green that is on top? How many teeth do you see when brushing your teeth? What letters are associated with what numbers on a telephone dial? If you are in a familiar room, without turning around, write down all the items on the wall just behind you, and then look. I think you will be surprised how little you can retrospect in consciousness on the supposed images you have stored from so much previous attentive experience. If the familiar door suddenly opened the other way, if another finger suddenly grew longer, if the red light were differently placed, or you had an extra tooth, or the telephone were made differently, or a new window latch had been put on the window behind you, you would know it immediately, showing that you all along ‘ knew’, but not consciously so. Familiar to psychologists, this is the distinction between recognition and recall. What you can consciously recall is a thimbleful to the huge oceans of your actual knowledge. Experiments of this sort demonstrate that conscious memory is not a storing up of sensory images, as is sometimes thought. Only if you have at some time consciously noticed your finger lengths or your door, have at some time counted your teeth, though you have observed these things countless times, can you remember. Unless you have particularly noted what is on the wall or recently cleaned or painted it, you will be surprised at what you have left out. And introspect upon the matter. Did you not in each of these instances ask what must be there? Starting with ideas and reasoning, rather than with any image? Conscious retrospection is not the retrieval of images, but the retrieval of what you have been conscious of before, and the reworking of these elements into rational or plausible patterns.

• memory
• time
• will
• experience
• knowledge
• thought
• light
• consciousness
• ideas
• recall
• recognition
• experiments
• other
• patterns
• matter
• numbers

...consider the following problems: Does the door of your room open from the right or the left? Which is your second longest finger? At a stoplight, is it the red or the green that is on top? How many teeth do you see when brushing your teeth? What letters are associated with what numbers on a telephone dial? If you are in a familiar room, without turning around, write down all the items on the wall just behind you, and then look.\n\n I think you will be surprised how little you can retrospect in consciousness on the supposed images you have stored from so much previous attentive experience. If the familiar door suddenly opened the other way, if another finger suddenly grew longer, if the red light were differently placed, or you had an extra tooth, or the telephone were made differently, or a new window latch had been put on the window behind you, you would know it immediately, showing that you all along 'knew', but not consciously so. Familiar to psychologists, this is the distinction between recognition and recall. What you can consciously recall is a thimbleful to the huge oceans of your actual knowledge.

• consciousness
• experience
• knowledge
• recall
• recognition
• will
• light
• other
• numbers

Visually, attractive packaging using bright colours and clean designs mesmerises people, captivating them and enhancing their brand relationship. Unmistakable Absolut 14 Vodka, Apple iMac, and Gillette razors are brands that are focused on constantly introducing the fresh shapes and sensory experiences that consumers appreciate. 'Colour is a sensation and not a substance.' (Friedman 1947) And sensation runs within us, unlike products that run without. Products that transform into appealing sensations are the ones that win. Every emotional branding strategy must consider the effect (or the absence) colours will have on the brand. Colour is about conveying crucial information to consumers. “Colours trigger very specific responses in the central nervous system and celebral cortex. Once they affect the celebral cortex, colours can activate thoughts, memories, and particular modes of perception. This arousal prompts an increase in consumers’ ability to process information.” (Gobé 2001) Properly chosen colours obtain a more accurate understanding of the brand and provide consumers a better recall of the brand. The effect of colours arises both from cultural connections and physiology, and these influences are enforced by one another. Colours with long wavelengths are arousing. Red is the most stimulating colour that will attract the eye faster than any other. Colours with short wavelengths are soothing. Blue actually lowers blood pressure, pulse, and respiration rates. Yellow is in the middle of wavelengths detectable by the human eye. Therefore it is the brightest and easily attracts attention. This is the original reason for making the Yellow Pages yellow. Colour often sets the mood of a brand through logos and packaging. Generally, it is desirable to select a colour that is easily associated with the product. For example John Deere uses green for its tractors. Green implies nature. IBM has a solid blue that communicates stability and reliability. However as Al Ries and Jack Trout note in The 22 Immutable Laws of Branding, “it is more important to create a separate brand identity than it is to use the right symbolic colour. Hertz, the first car-rental brand, picked yellow. So Avis, the second brand, picked red. National went with green.” (Ries and Trout 1998) The role colour choice can play in brand identity is not to be underestimated. Colours can demand attention, provoke responses. An orange, translucent, curvaceous iMac screams, “fun” and “different”. Contrast that with a typical, gray, rectangular desktop that communicates a “utilitarian” and “standard” identity. Neither computer is necessarily functionally superior, but the iMac is distinguished. It is an emotional brand.

• flag
• marketing
• magick
• relationships
• color
• capitalism
• consumerism
• memory
• perception
• culture
• psychology
• identity
• reason
• nature
• will
• relationship
• understanding
• influences
• attention
• recall
• nervous system
• choice
• other
• note

There is a Japanese saying I recall once having heard, of the five stages of man's growth. 'At ten, an animal; at twenty, a lunatic; at thirty, a failure; at forty, a fraud; at fifty, a criminal.' And at sixty, I would add (since by that time one will have gone through all this), one begins advising one's friends; and at seventy (realizing that everything said has been misunderstood) one keeps quiet and is taken for a sage. 'At eighty,' then said Confucius, 'I knew my ground and stood firm.

• humanity
• aging
• maturity
• time
• will
• recall

This is what I wanted to bring out, this is the word of warning I have been trying to utter. You know what admiration I feel for your profession. But as it is a practical, not an intellectual calling, you are differently situated from myself, in that you can only pursue it down in the world— only there can you be a true European, only there can you actively fight suffering, improve the time, further progress, with your own weapons and in your own way. If I have told you of the task that has fallen to my lot, it was only to remind you, only to recall you to yourself, only to clarify certain conceptions of yours which the atmospheric conditions up here were obviously beginning to becloud. I would urge it upon you: hold yourself upright, preserve your self-respect, do not give ground to the unknown. Flee from this sink of iniquity, this island of Circe, whereon you are not Odysseus enough to dwell in safety. You will be going on all fours—already you are inclining toward your forward extremities, and presently you will begin to grunt— have a care!”

• suffering
• time
• will
• self
• progress
• care
• respect
• recall
• weapons

Thus, with every man, imagine his counterpart; and then go on to the reflection, 'Where are they all now?' Nowhere - or anywhere. In this way , you will grow accustomed to looking on all that is mortal as vapour and nothingness; and the more so, if you will also remember that things once changed are for ever past recall. Then why struggle and strain, instead of being content to live out your little span in seemly fashion? Think what materials and possibilities for good you are rejecting; since what are all your tribulations but exercises for the training of your reason, once it has learnt to see the truths of life in a proper philosophic light? Be patient, then, until you have made them familiar and natural to yourself, in the same way as a strong stomach can assimilate every kind of diet, or a bright fire turn anything that is cast upon it into heat and flame.

• stoicism
• suffering
• work
• life
• reason
• will
• light
• past
• recall
• struggle

Remind yourself constantly of all the physicians, now dead, who used to knit their brows over their ailing patients; of all the astrologers who so solemnly predicted their clients' doom; the philosophers who expatiated so endlessly on death or immortality; the great commanders who slew their thousands; the despots who wielded powers of life and death with such terrible arrogance, as if themselves were gods who could never die; the whole cities which have perished completely, Helice, Pompeii, Herculaneum, and others without number.  After that, recall one by one each of your own acquaintances; how one buried another, only to be laid low himself and buried in turn by a third, and all in so brief a space of time.  Observe, in short, how transient and trivial is all mortal life; yesterday a drop of semen, tomorrow a handful of spice or ashes.  Spend, therefore, these fleeting moments on earth as Nature would have you spend them, and then go to your rest with a good grace, as an olive falls in its season, with a blessing for the earth that bore it and a thanksgiving to the tree that gave it life.

• death
• humanity
• life
• mortality
• stoicism
• time
• nature
• recall
• immortality
• gods