Книга: Heath «Made to Stick»
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Серия: "-" Why does fake news stick while the truth goes missing? Why do disproved urban legends persist? How do you keep letting newspapers and clickbait sites lure you in with their headlines? And why do you remember complicated stories but not complicated facts? Over ten years of study, Chip and Dan Heath have discovered how we latch on to information hooks. Packed full of case histories and incredible anecdotes, it shows: - how an Australian scientist convinced the world he'd discovered the cause of stomach ulcers by drinking a glass filled with bacteria - how a gifted sports reporter got people to watch a football match by showing them the outside of the stadium - how pitches like'Jaws on a spaceship'(Alien) and'Die Hard on a bus'(Speed) convince movie execs to invest gigantic sums even when they know nothing else about the project As entertaining as it is informative, this is a timely exploration of a fascinating human behaviour. At the same time, by demonstrating strategies like the'Velcro Theory of Memory'and'curiosity gaps', it offers superbly practical insights. Made to Stick uses cutting-edge insight to help you ensure that what you say is understood, remembered and, most importantly, acted upon. Издательство: "Random House, Inc."
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Heath
Heath Heath (h[=e]th), n. [OE. heth waste land, the plant
heath, AS. h[=ae][eth]; akin to D. & G. heide, Icel.
hei[eth]r waste land, Dan. hede, Sw. hed, Goth. hai[thorn]i
field, L. bucetum a cow pasture; cf. W. coed a wood, Skr.
ksh[=e]tra field. [root]20.]
1. (Bot.)
(a) A low shrub ({Erica vulgaris} or {Calluna vulgaris}),
with minute evergreen leaves, and handsome clusters of
pink flowers. It is used in Great Britain for brooms,
thatch, beds for the poor, and for heating ovens. It
is also called {heather}, and {ling}.
(b) Also, any species of the genus {Erica}, of which
several are European, and many more are South African,
some of great beauty. See Illust. of {Heather}.
[1913 Webster]
2. A place overgrown with heath; any cheerless tract of
country overgrown with shrubs or coarse herbage.
[1913 Webster]
Their stately growth, though bare,
Stands on the blasted heath. --Milton
[1913 Webster]
{Heath cock} (Zo["o]l.), the blackcock. See {Heath grouse}
(below).
{Heath grass} (Bot.), a kind of perennial grass, of the genus
{Triodia} ({Triodia decumbens}), growing on dry heaths.
{Heath grouse}, or {Heath game} (Zo["o]l.), a European grouse
({Tetrao tetrix}), which inhabits heaths; -- called also
{black game}, {black grouse}, {heath poult}, {heath fowl},
{moor fowl}. The male is called {heath cock}, and
{blackcock}; the female, {heath hen}, and {gray hen}.
{Heath hen}. (Zo["o]l.) See {Heath grouse} (above).
{Heath pea} (Bot.), a species of bitter vetch ({Lathyrus
macrorhizus}), the tubers of which are eaten, and in
Scotland are used to flavor whisky.
{Heath throstle} (Zo["o]l.), a European thrush which frequents heaths; the ring ouzel. [1913 Webster]
Источник: Heath
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