Reaching out to the consumer

Psychological methods by which advertising promotes a feeling of dissatisfaction with the fact that the consumer is, in every way, and encourages it to all new and new purchases.
Analysis of the motives or what drives the consumer
Why people choose this brand from the variety of products in this category.
For a quality of advertised goods should make the main emphasis to coerce the consumer to buy.

A study of the motives of purchase - a very important psychological aspect of the campaign, which has a large impact on its success. For example, Tefal for a long time believed that the primary motivation for buying a frying pan with Teflon coating is that the preparation of these pans not require spending a single gram of oil. However, later it turned out that the main incentive for their purchase was the fact that with such a coating pan is very easy to clean, because the food does not stick to the surface.

The contents of the campaign changed, which greatly increased its efficiency. To find out the true motives of shopping is quite difficult, because often they are irrational, that is, one that can not be explained from the standpoint of elementary logic. David Ogilvy said: "The greater the similarity between the products, the smaller role in their choice of plays mind. This applies not only cigarettes, beer, confectionery and similar items broadest demand, but also the cars. "

Known an interesting psychological experiment to identify the motives of purchase soap. First, by polling people on the street recognized what properties soaps are most important when choosing this product in the store. Most responded that, first of all - it's detergency, fragrance soap, and only then - its color and shape. However, when the same people handed soap, about 70% of them have done the following: launched it felt face, sniffed it and then weighed in the hand soap. By their conduct they have shown that the weight of the soap for them is almost the basic meaning, but in the process of interrogation nobody will mention. Moreover, neither the weight nor the properties of the surface of a dry bar of soap does not determine its detergent properties, originally declared as a major in the choice of soap. In addition, women are willing to pay for soap many times more if it promises them not only clean, but also beauty.

Consumers in the shower baby

This psychological technique is scientifically called a return to the experiences of childhood. These experiences are particularly vigorously exploited in the advertising of food products, cigarettes and chewing gum. The fundamental basis here is the interpretation of the oral cavity, as a zone of pleasure. Baby finds comfort and pleasure in the mother's breast, adult - in food, smoking, sucking. Many foods become so hidden psychological value by quite understandable to absolutely absurd. Smoking a fat cigar reproduces the thumb-sucking, smoking long cigarettes - biting nails. Chewing gum or sucking candy relieves stress, calms. Soups like the people for the reason that unconsciously remind us of amniotic fluid in the womb. Ice cream should be shown in advertising not as neatly laid out bags, and abundant portions on plates or in vases, because here the user can satisfy children's desire to crush her mouth and all the face in the coveted sweets.

Psychoanalysis or sex in advertising

That's the psychology of psychoanalysis prompted advertisers to promote the idea among the population a sense of dissatisfaction with what he has, and in every way to encourage all new and new purchases, which you need to refer to the incentives that are stored in the subconscious of consumers and vigorously exploit them. 3. The teaching of Freud prompted advertisers around the world begin to vigorously exploit the subconscious of consumers. The main was that the advertised product was subconsciously appealing. The basis of the attractiveness of the goods - sexuality in a broad sense. Sexual motifs used in advertising empirically long before the advent of psychoanalysis, but Freud's doctrine 3. encouraged to look at the matter differently. One of the main motives of advertising was the identification of the goods, services unconscious sexual motives, preferences. For example, when print is shown in the car several naked beauties, the brand thus refers to the deep subconscious motives of the consumer: "We know that you want to have sexual relations with many women. We all know what you want - we ourselves are. " In most cases, hidden sexual motives in advertising overt act better. Advertisers prefer longer offer the consumer and thinking the dream than to show.

Gender differences

Psychoanalysts have found that men and women are different motives buying the same goods. So in advertising real estate or goods for the house should be aware that the man is looking at the house, as a mother, to which it comes to rest after a tiring day, a woman identifies herself with the house. Accordingly, the advertisement should be differentiated according to the target audience. Different attitudes of men and women and sex. This is due to the biological and psychological differences between the sexes, which are always much deeper than superficial cultural influences. Accordingly, advertising focused on the male and female audience is very different in their focus. With men it's simple. It is believed that man biologically characterized by polygamy, allowing genes to fertilize their maximum number of women.

Thus, for any man young and beautiful woman is an object of sexual desire. Therefore, advertising must:
1) attract the attention of men sexy female body;
2) to create a consumer association clear: buy the advertised product - get a smart woman, and maybe several. The logic of advertising messages is as follows: a woman wants a man always has precisely this product.

For women approach difficult. Feelings that advertising is designed to stimulate the female audience, brilliantly describes the famous monologue Ellochka-ogress of "The Twelve Chairs": "Seeing me as a man excite. They tremble. They will go after me on the edge of the world, stammering with love. But I will stay cold. Do they cost me? I am the most beautiful!". At the same time about sex as such it often does not go. Nude male body, which often can be seen in such advertising is not erotic, but rather romantic and aesthetic character. It is believed that women are physically attractive man is important, but not the defining feature of his sexuality. The woman is more pragmatic and any potential partner, it is evaluated primarily on the social and biological factors. Hence the set of typical characteristics that supposedly wants to see "real man" average woman: self-confidence, sensitivity to women, attention to her request, solvency, high social status.

The power of color

While developing the corporate image, print advertising, packaging or logo, it is very important to consider the design: to position the text, find the spectacular picture and choose the color scheme, against which advertising product is perceived to be the best way. At the same time, according to psychologists, to the choice of colors can not be taken lightly, because the color creates emotion and consumer calls the appropriate response. By selecting a specific color can be controlled by the ratio of consumer advertising, and creating the necessary environment can cause color consumer advertising favorable view of the brand and the desire to buy the advertised product.

Red

It adjusts to resolve, and can cause a person a strong desire to make this or that act, to make vigorous efforts and buy advertised tovar.Semantika this color - attention, do not pass by, act for the sake of action: boldly, recklessly, yielding first to the senses. The red color and also has a certain sexual charge. This is especially necessary to take into account those who advertises products are designed for men for whom red color has always been significant.

Orange

It helps to cause a surge of vitality, giving an optimistic tone. The ancients considered it the color of health and creativity. This color is best used in the advertising of medicines, children's products and services in health and education. Orange adds activity, but it gives a sense of inner balance and spiritual harmony.

Yellow

Adjusts to communicate. This color of openness and sociability. He also helps to give the waxing balance emotions, to find inner peace, calm the anxiety. In addition, yellow is able to "give" the subject of intelligence, therefore, for example, high-tech product advertising is best done in yellow. This color will be successful in the advertising of children's products, services, travel agencies, as well as advertising and PR agencies.

Green

All softens and takes the edge off emotions. This color has a healing, relaxing effect. And it will be appropriate and effective in the advertising of medicines, health centers, and environmental protection.

Pink

Perfect assistant in the field of personal relationships: it enhances the senses, making us more alert, affectionate and sensitive. The range of use of this color may be the most wide: advertising perfumes, goods for women and children to the services of marriage agencies and family centers.

Blue - is also set to a region of feelings, but more elevated, more platonic than mundane. This color is a friendly affection, kinship of souls. Blue - the color of peace and universal harmony. It gives an opportunity to feel an invisible connection with the universe, and is able to give a holistic view of the subject, and the subject / business - Global and a favorable outcome.

Blue

It helps to focus on the essentials: small things are not blurred, do not throw away. Blue item in the catalog or brochure immediately attract attention, and, in contrast to the red, will never cause negative emotions.

Purple

Color inner concentration. This color helps to deepen the internal: it helps to abstract from all currently unnecessary and concentrate on the main issue. Another interesting detail - a well-violet stimulates the brain and contributes to the solution of creative problems. Not coincidentally, so purple love creative people. Therefore, in advertising, service-oriented creative elite item in purple, according to psychologists, is a must.

The black

Color samopogruzheniya: it helps to isolate themselves from everything, withdraw and concentrate on solving a particular problem. However, at the same time, the color can be set to the melancholy and despondency. The black comes a sense of loneliness and isolation from the outside world. That is why the color poligrafreklame better not to use. This recommendation is, of course, does not apply to text and tables.

White - the color of complete openness, a willingness to see the world in all its diversity. And the color is good because it does not bear any discomfort. One has only to note that the use of mono colors in print advertising can create a neutral effect when consumer advertising just reported the information about the product, without establishing any accents and priorities.

Interestingly, the ratio of the color in each country of their own, and there is even a cultural identity that should be taken into account, engaged in the development of an advertising campaign in a particular country. In America, red is associated with love, yellow - with prosperity, green - with hope, blue - with loyalty, white represents purity, serenity, peace, and the black - a symbol of the complexity and emergency. In Austria, the most popular is the green, Bulgaria - dark green and brown, Pakistan - emerald green, and the Netherlands - the orange and blue. In general, the closer to the East, the more importance is attached to the symbolism of color. In China, red is the kindness and bravery, black - honesty, and white in contrast to the generally accepted European symbol of purity and holiness, associated with meanness and duplicity. Therefore, working on the development of an advertising campaign, for example, in China, it is necessary to choose the right colors, otherwise there is a chance of being misunderstood.

In obesity, scientists have accused the subconscious

According to scientists from the British University of Exeter, the causes of overeating followed by a obesity are rooted in the human unconscious. Responsible for the "accumulation Zhirkov" admitted evolutionary mechanism.

According Phys. org with reference to the results of a study of the University of British scientists, in the past, human obesity is not a threat to survival. Excessive thinness was much more dangerous. Especially carefully the body to store fat in the winter, when food in the natural environment was more difficult to obtain. "This explains why we eat so tight in the New Year and Christmas holidays, and our promise to start the new year with diets tend to fail", - concluded the study authors.

In addition to the impact of the genetic memory of the scientists also noted a weakening of the evolutionary process of appetite control. Using computer modeling, the researchers tried to find out the optimal weight and its connection with the excess of brain activity. As it turned out, the body properly responds to the requirement of a weight loss foods, but does not respond to overeating. "It would seem that the mechanics of evolution to give us to understand that the body no longer needs food. Instead, under the conditions of "artificial" food, this control is very loose. Modern food flavored evolution was stronger, "- said one of the study's authors, Professor Andrew Higginson.

15 rules of writing quality code

There are millions of ways to write bad code. Fortunately, to rise to the level of quality code, just follow the 15 rules. Their observance will not make you the master, but will allow convincingly simulate it.
● Rule 1: Follow the programming style.
Every programming language has its own programming style that tells how to indent, where to put the spaces and brackets as name objects, how to comment code etc.
For example, this piece of code in accordance with the standard error have 12:
for (i = 0; i <10; i ++) {
Study the standard of care, learn the basics by heart, follow the rules as the commandments, and your program will be better than most written graduates.
Many organizations will adapt standards to suit your specific needs. For example, Google has developed standards for more than 12 programming languages. They are well thought out, so read them, if you need help in programming at Google. Standards even include configuration editor that will help you to comply with the style and special tools, your code is verified for compliance with this style. Use them.
● Rule 2: Let's descriptive names.
Restricted slow, clumsy teletypes, programmers used in antiquity contracts for variable names and procedures to save time, knocking on the keys, ink and paper. This culture is present in some communities for the sake of backward compatibility. Take, for example, break the language function C wcscspn (wide character string complement span). But this approach is not applicable in the present code.
Use long descriptive names like complementSpanLength, to help themselves and colleagues to understand your code in the future. Exceptions are a few important variables used in the method body, such as iterators cycles, parameters, time values, or the results of execution.
More importantly, you have to think long and hard before something called. Is the exact name? Did you due highestPrice instead bestPrice? Is there enough specific name in order to avoid its use in other contexts for similar within the meaning of the objects? Is not it better to call a method getBestPrice instead getBest? Is it better than other similar names? If you have a method ReadEventLog, you should not call other NetErrorLogRead. If you call the function, whether its name describes the return value?
In conclusion, a few simple rules for naming. Class names and types must be nouns. The name of the method should contain a verb. If the method determines whether any information about the object is true or false, the name must begin with «is». Methods that return the properties of objects, must begin with «get», and set property values ​​- «set».
● Rule 3. Comment and document.
Start each method and the procedure described in the comments that the method or process does, parameters, return values ​​and possible errors and exceptions. Describe the role of each in the comments of the file and the class content of each class of the field, and the basic steps of a complex code. Write comments as code development. If you believe that then write them, you are cheating yourself.
In addition, make sure that your application or library, there is a guide that explains what your code does, determines its dependencies and provides instructions for assembling, testing, installation and use. The document must be short and easy; a README-file often enough.
● Rule 4: Do not repeat.
Never copy and paste code. Instead, select a common part to a method or a class (or a macro, if necessary), and use it with the appropriate parameters. Avoid using these and similar pieces of code. Also, use the following techniques:
Creating API reference of the comments using Javadoc and Doxygen.
Automatic generation of test Unit-based annotations and naming conventions.
Generate PDF and HTML markup from one source.
Getting the class structure of the database (or vice versa).
● Rule 5. Check for errors and respond to them.
Methods can return the signs of bugs or throw exceptions. Treat them. Do not rely on the fact that the drive is never full, your configuration file will always be in place, your application will run with all the necessary rights, requests for memory allocation will always be successfully fulfilled, or that the connection is never cut short. My Computer - Best Public! Yes, a good error handling difficult to write, and it makes the code is longer and harder to read. But ignoring the errors just sweeps the problem under the carpet, where the unsuspecting user once it detects.
● Rule 6. Separate the code into short, separate parts.
Each method, function, or code block must fit in the normal display window (lines 25-50). If you get a long, divide into smaller pieces. Even within the method of separating the long code blocks, the essence of which can be described in the comment at the beginning of each block.
Moreover, each class, module, file, or process should perform a certain kind of tasks. If a piece of code performs a completely diverse tasks, then divide it accordingly.
● Rule 7 uses an API frameworks and third-party libraries.
Learn what features are available using the API of your framework. and that they can do advanced third-party libraries. If libraries are supported by your system package manager, they are likely to be a good choice. Use the code that holds the desire to reinvent the wheel (though useless square shape).
● Rule 8. Do not go overboard with the design.
Design only what matters now. Your code can be done quite generalized, that it supports the further development, but only if it does not become too complicated. Do not create parameterized classes, factories, deep hierarchies and hidden interfaces to solve problems that did not exist - you can not guess what will happen tomorrow. On the other hand, when the structure of the code does not fit the problem, do not hesitate to refactor it.
● Rule 9. Be consistent.
Do the same thing in the same way. If you develop a method which is similar to the functionality of existing functionality, use a similar name, like the order parameters and a similar body structure. The same applies to classes. Create similar fields and methods, make them similar interfaces, and compares the new names already exist in similar classes.
Your code must match your framework agreements. For example, it is good practice to make half-open ranges: closed (including) to the left (at the beginning of the range) and open (exclusive) to the right (at the end). If a specific case there is no agreement, then make a choice and stick to it fanatically.
● Rule 10. Avoid security issues.
Modern code rarely works in isolation. It is an inevitable risk of becoming the target of attacks. They do not necessarily have to come from the Internet; attack can occur through the input of your application. Depending on your programming language and subject area, you may want to worry about buffer overflows, cross-site scripts, SQL-injections and other similar problems. Read these problems and avoid them in the code. It is not difficult.
● Rule 11. Use efficient data structures and algorithms.
Simple code is often easier to maintain than the same, but modified for the sake of efficiency. Fortunately, you can combine the maintainability and efficiency, using data structures and algorithms that enables your framework. Use the map, set, vector and algorithms that work with them. In this way your code will be cleaner, faster, more scalable and more economical memory. For example, if you save thousands of values ​​in a sorted set, then the intersection operation will find elements in common with the other set for the same number of operations, and not for a million comparisons.
● Rule 12. Use Unit-tests.
The complexity of modern software makes installation more expensive and more difficult to test. Productive approach would be to support every piece of code tests that verify the correctness of his work. This approach simplifies debugging because it allows you to detect errors earlier. Unit-testing is necessary when you are programming in dynamically typed languages ​​like Python and JavaScript, because they catch any errors only at the stage of execution, whereas statically typed languages ​​such as Java, C #, and C ++ can catch some of them in compile time. Unit-testing also allows you to refactor the code with confidence. You can use XUnit to simplify writing tests and automate their start.
● Rule 13. Keep the code portable.
If you have no particular reason, do not use the functionality that is available only on a specific platform. Do not rely on the fact that certain data types (such as integer, indexes and timestamp) will have a particular length (eg, 32 bits), because this parameter is different on different platforms. Keep the messages of the program separately from the code, and to sew up the parameters corresponding to the particular culture (eg, fractional dividers and the whole or part of the date format). Agreement need to code can be run in different countries, so do the localization as painless as possible.
● Rule 14. Make your code going.
Simple team must collect your code into a form that is ready for distribution. The team should allow you to quickly assemble and run the necessary tests. To achieve this, use the automated build tools such as Make, Apache Maven, and Ant. Ideally, you should set an integration system that will scan, collect and test your code with any change.
● Rule 15. Place everything in the version control system.
All of your items - code, documentation, source code tools, build scripts, test data - should be in the version control system. Git and GitHub make this task a cheap and hassle-free. But you are also available, and many other powerful tools and services. You should be able to assemble and test your program on the configured system, just download it from the repository.
Conclusion.
With these 15 rules a part of your daily practice, you will eventually create code that is easier to read, which is well-tested, are more likely to start up correctly, and that it will be much easier to change when the time comes. You also will protect yourself and your users from a large number of headaches.

Using face creams has led to the prolongation of life and weight loss

The ingredients that make up most of the cream, have not only anti-aging effect, but also lead to a decrease in consumption of high-calorie food. This is the conclusion scientists published an article in the journal Aging Cell. This site EurekAlert! He said on Thursday, December 17th.

Scientists have studied the nematode treated included in anti-aging creams compounds such as allantoin, rapamycin and trichostatin A LY-294002. After receiving the drugs the average life span of worms grown by about 20 percent. In addition, they experienced fewer health problems.

As shown by test mutant worm (Caenorhabditis elegans), animals began to eat much less food, resulting in reduced calorie their diet.

Scientists are going to continue their studies. In particular, they are interested in experiments with mammals (which include person), and the molecular mechanisms by which allantoin and other compounds are able to prolong the life of.

What is needed on the plane this small hole in a window?

It turns out that the inside of the "window" is only for noise and heat insulation, creating an air gap between them and the outside "glazed", it is not designed for heavy loads. The internal part of the "glass" made from cheaper plexiglass and therefore they are not so strong. Accordingly, there is a risk that due to the large pressure difference in the air gap between the glass windows in the cabin, the interior "window" may burst. To avoid this, and need is the smallest hole, which helps to normalize pressure, removing excess air.

The most original way to heat the house in winter

The couple from Sweden and Charles Marie Granmar Sasilotto dreamed to build a new, low-energy house, but the realization of this idea would require too much financial investment, and threatened the construction delayed for too long.

And then young people have turned to creative architect Bengt Warne, who offered an unusual solution: cover existing house a huge greenhouse.

So there was the metal structure and 4-mm glass, which is used for the construction of greenhouses. As a result, even in winter, there reigns a mild Mediterranean climate.

The couple can even be grown near the house atypical for Scandinavia products - figs, tomatoes and cucumbers. In addition, many home owners save on electricity.

Scientists have discovered in Europe, a new deadly infection

The risk of infection is able to withstand even the most powerful drugs.

According to doctors, one person in Denmark contracted the deadly infection. Dangerous bacteria were found in chicken meat imported into the country. When checking the contaminated product revealed that it contained a virus mutated gene that makes it resistant to all known drugs.

Now Danish doctors are working to develop new drugs that can stop the progression of the disease. In the worst case, the virus could kill millions of people worldwide.

In November 2015 Scientists have discovered a new sexually transmitted disease. Infection with Mycoplasma genitalium (MG) is rarely manifested through symptoms. It can cause pelvic inflammatory disease, an inflammation of the urethra and cervix and can potentially lead to infertility in women.

10 interesting facts that you should know about black holes


Imagine matter, packed so tightly that nothing could leave its limits. No moon, no planet, not even light. Those black holes - the point at which the gravitational force is so great that it is a danger to all that accidentally enters a fateful line near the black hole. We often talk about where are the black holes are and why they are so important. Below you will find ten facts about black holes - brush up on your knowledge of these beautiful objects.

1. You can not see a black hole directly.
Because a black hole is truly black - light can not escape its limits - it can not be seen directly, using our tools, regardless of what type of electromagnetic radiation, you see (visible light, X-rays, or whatever). But we can see the effects that the black hole has on the immediate environment. For example, the star was too close to the black hole. The black hole naturally attracts the star and breaks it apart. When the matter of the star begins to be absorbed by the black hole, it is accelerated, it becomes hot and glows brightly in X-ray spectrum.

2. In the Milky Way, most likely, there is a black hole.
Clearly, many are concerned the question of how a black hole is dangerous and threatens the world though there is any possibility to be absorbed by the object? The answer is no, astronomers say, although there is a certain probability that the enormous supermassive black hole hidden at the center of our galaxy. Fortunately, we are quite far from the monster - roughly two-thirds of our galaxy from the center - but its effects can be observed from a distance. The European Space Agency says that the black hole in the center of the Milky Way is a million times more massive than our Sun, and is surrounded by amazingly hot gas.

3. Dying stars create a stellar black holes.
Let's say you have a star 20 times as massive of our sun. Our Sun slowly fade; When nuclear fuel is over, the sun slowly become a white dwarf. But with more massive stars does not. When they run out of fuel, gravity suppresses the natural pressure of the star and pushes it inside. When the pressure of nuclear reactions collapses, the gravitation severely squeezes into the core of the star, its outer layers fly in space. This is called a supernova. The remaining core collapses into a singularity - a point of infinite density and zero volume almost. Singularity - the heart of a black hole.

4. Black holes come in different sizes.
There are at least three different types of black holes, NASA claims, ranging from relatively small to those located in galaxies. Primordial black holes - the smallest, their sizes are from a single atom to the whole mountain. Stellar black holes, the most common type, up to 20 times more massive than our sun. And there are monsters in the centers of galaxies - supermassive black holes. They reach millions of solar masses and more. How do these monsters are formed, it is still not really clear.

5. around black holes, strange things happen.
This is best illustrated by the following example. One man (we'll call him a loser) falls into a black hole, while the other person (Lucky) - looks. From the perspective of the lucky watch Jonah will tick slower and slower. This is because according to Einstein's general theory of relativity, time depends on how fast you are moving when you pick up to extreme near-light speed. The black hole distorts space and time so that the time of Jonah is slower. However, in his view the clock runs normally, but at the Lucky - in a hurry.

6. The first black hole found only with the advent of X-ray astronomy.
Cygnus X-1 was first discovered during a flight in a balloon in 1960, but ten years this place has been identified as a black hole. According to NASA, this black hole is 10 times more massive than the sun. Next to it is a blue supergiant star about 20 times more massive than the sun. A black hole sucks in the star, and she glows brightly in X-ray spectrum.

7. Considers that the nearest black hole - 1,600 light-years.
Erroneous measurement V4641 Sagitarii led to the news that the nearest black hole to us is too close to Earth, only 1,600 light-years. Not close enough to be dangerous, but it is much closer than you think. Further investigation showed that the black hole is much further. Looking at the rotation of its companion star, as well as other factors, the scientists in 2014 provided more accurate results - 20 000 light-years.

8. We do not know whether there are wormholes.
A popular topic for a science fiction story - this is when someone falls into a black hole. Some people believe that these objects are a kind of wormhole wormhole standards in other parts of the universe, allowing to travel faster than the speed of light. But the truth is that we still do not know how to describe them in terms of physics. "We have no theory that would unite general relativity with quantum mechanics, we do not know the whole zoo of possible structures of space-time, which could accommodate wormholes" - says Avi Loeb, a physicist at the Harvard-Smithsonian Center for Astrophysics.

9. The black holes are dangerous, but if you find yourself too close.
As people at the zoo, we can observe black holes only if you are outside the event horizon - you can imagine it as a planet's gravitational field. This area is a point of no return, if you get too close, you have no chance to escape. But outside of this area of ​​the black hole can be safely observed. In a broader sense, it means that the black hole is unlikely to absorb the entire universe (unless, of course, in our understanding of the physics of the cosmos does not happen a serious revolution).

10. Black Holes - pets of science fiction.
Taken as many films with the participation of black holes, it is impossible to list them all. Of the latter, it may be noted "Interstellar" by Christopher Nolan - it people travel through the universe to look at the black hole. "Event Horizon" explores the phenomenon of artificial black holes - something like that discussed in the "Star Trek." Obviously, these mysterious objects that distort our perception of reality and simply do not fit into the average person's head, popular with writers, writers and directors - also, in general, not ordinary people.

The Chinese have declared their readiness to clone humans

Chinese scientists from the project recently the world's largest "factory of clones", declared their readiness to clone humans. The only obstacle to this, according to the Chinese - the public reaction.
According to Agence France-Presse, a large-scale plans in the field of cloning said the executive director of the factory of the future Xu Xiaochun. As previously reported Naked Science, the largest enterprise in the world to clone a Chinese company to build Boyalife Group in collaboration with the South Korean Sooam Biotech Research Foundation and Chinese Academy of Sciences in North China Tianjin.
It is planned that the company will begin work in the next seven months. The volume of production of cloned cows by 2020 will amount to one million per year. The term "Clone Factory" also intends to be engaged in the production of horses for races and police dogs with special abilities (increased sense of smell and search).
Another area of ​​interest is the cloning of primates enterprise for medical experiments. Therefore, the application guide future factory about readiness to move from primates to humans was logical. "The technology is already there. If it is officially allowed, I do not think anyone will cope with this better than Boyalife », - he told reporters Xu Xiaochun. He pointed out that so far no experiments in human cloning enterprise carries.

Geneticists have discovered the molecular clock, predictive cancer

Michael Stratton of the Sanger Institute of Cambridge discovered in the human molecular clock that can measure the speed of development of cancerous tumors. Details of this discovery tells the magazine Nature Genetics.

In the scientific journal Nature Genetics was reported that the scientist Michael Stratton of the Sanger Institute of Cambridge found in the human body molecular clock, which are able to measure the speed of development of cancerous tumors. This watch shows when and what processes mutations occur in the human body.

The scientist said that every year the life processes of mutation in the body is growing. It is absolutely natural, because each cell has a copy of the genome. As a result, the mutated gene is imprinted in onkokletki cells similar signature. These processes mutations may predict the development of cancer to its full manifestation. Thanks to this discovery scientists may be able to find the key to solving the problem of the treatment of cancer.

Scientists have established a record for distance quantum teleportation using intricate and "twisted" photons

Over the past three decades, the science of quantum communication and quantum computing has progressed quite a faster pace, constantly adding new protocols, algorithms and hardware. However, the practical implementation of all these theories, due to which it will be possible to realize a quantum Internet and create super-powerful quantum computers is quite a difficult task at the present time. The actual embodiment of the technologies required for the transmission and processing of quantum information, such as "elusive" quantum router constantly encounters the lack of knowledge and lack of other related technologies.

Anton Zeilinger (Anton Zeilinger), a researcher at the University of Vienna, is one of the pioneers of quantum technologies, his research group has carried out the first quantum teleportation using light photons in 1997. Recently, members of this group have announced that both managed to replay using the new method of quantum entanglement between independent qubits, which divides the distance of 143 kilometers. In addition, they were able to get a pair of entangled photons of light, swirling in a special way, which retained its involvement after going a distance of three kilometers.

To transmit quantum entanglement from one object to another, researchers used a curious phenomenon. They created two traditional way of entangled photons, and by changing the polarization of one of them, have achieved simultaneous change in the polarization of the second photon. Now imagine that there are two pairs of entangled photons, the numbers 0 and 1 in the area of ​​the receiving node, and 2 and 3 in the transmitting node. Both pairs of entangled absolutely no influence on each other and do not even feel the presence of the second pair, in other words, between them there is no physical connection or quantum. Photon 3 is sent from the transmitter to the receiver, and interacts with a photon 1. As a result, photons 1 and 3 are complicated. And the most surprising thing is that, in parallel with the established channel of quantum entanglement between photons 0 and 2, even though they are separated by a distance, and they never interact directly with each other.

Currently, the group of Anton Zeilinger working together with researchers from the Chinese University of Science and Technology (University of Science and Technology of China) within the space project. The following year, the Chinese Academy of Sciences (Chinese Academy of Science) plans to launch a satellite Quantum Science Satellite, on board of which will be a quantum transceiver. The satellite and terrestrial stations in Europe and China, will form the first ever quantum network linking Earth and Space. "If we can create two quantum channel between a satellite and two ground stations, we get 100 percent secure quantum communication channel between Europe and China," - says Mario Krenn (Mario Krenn), a member of the Austrian research group.

Last year a group of Anton Zeilinger reported a successful experiment in which was carried out quantum teleportation of information encoded in the form of the orbital angular momentum (orbital angular momentum, AOM) polarization of a photon of light. The usual form photons can have only two kinds of polarization, so-called polarization levels. But the number of discrete orbital angular momentum of the photon polarization twisted almost unlimited. "In our new laboratory experiments, we have shown that it is possible to create quantum entanglement acting once in a hundred measurements covering a hundred different levels of polarization" - says Mario Krenn - "And such a vast confusion can be kept active at a distance of three kilometers."

"Control of the quantum state of twisted photons is much more difficult than simply measuring the level of polarization of the ordinary photon" - says Mario Krenn, - "But we managed to implement a suitable method of synchronous measurement, which guarantees the absence of the influence of independent pairs of entangled photons at each other and that showed that photons with AOM-involvement retain it as a passing through the fiber under ideal conditions, and through the atmosphere, which can cause distortion of the light passing through it. "

Doctors cracked the blood-brain barrier into the brain to deliver a cure for cancer


To our knowledge, this is the first successful "break" blood-brain barrier without the use of invasive techniques. With the help of ultrasound bubbles, and scientists were able to simply turn off the "ultra-reliable custody", protects the brain from all the excess, which can get into it with blood.

The blood-brain barrier (BBB) ​​may be compared with the customs at the border between the central nervous system and the blood flow. This whole system of cells and mechanisms whose task is to protect the precious brain from toxins, viruses, bacteria and other elements present in the blood. This is a useful and important thing - but in some cases it begins to interfere. BBB is often just as impenetrable wall in the way of drugs that have to work in the brain tissue.

"Blood-brain barrier is a constant obstacle to the delivery of drugs in the treatment of, for example, tumors, - says a Canadian physician and researcher Meynprayz Todd (Todd Mainprize). - And so we are very encouraged that we were able to temporarily "open" this barrier in our patient and to provide targeted delivery of chemotherapy agents directly into the brain tumor. "

The authors argue that this is the first effective non-invasive method of "off" BBB. He looks very interesting. Along with the right medicine in the patient's blood served a myriad of tiny bubbles, smaller than a red blood cell - they are easily carried away by the bloodstream. Then use the scanner and weak sound waves they were working on bubbles only in strictly defined vessels - those that belong to the BBB in the right part of the brain. Ultrasound made the bubbles quickly and vary greatly, pushing superdense connection cells of the vessel wall. In the resulting gaps and penetrating medicine.

Meynprayz colleagues perfected the technique for almost 20 years, but now they are confident that the deed is done, and soon, this approach can be applied in the treatment of a wide range of diseases, including Alzheimer's and Parkinson, psychiatric abnormalities.

How to learn a new language: 7 Tips from TED translators

Play tips on language learning from the people who know how to say «Hello» and «London is the ...», is meaningless. But by professionals - not. TED translators shared their tricks that help them to learn the language and to motivate yourself for further training.

They say that children learn language faster than the others. However, this does not mean that adults should give up. Here are a few tips to help you cope with a new language:

1. Put realistic goals. Decide on a feasible goal, to not feel overwhelmed. One of the translators of TED, Judith Matz offers to choose 50 words of a new language and try to use them in real life. And only then move on to grammar.
2. Let the language in their everyday life. The more you use a foreign language in everyday life, the more your brain gets used to it. Olga Dmitrochenkova which translates TED lectures to Russian offers to every thing in the house hang a sticker with its name in another language. Also, do not neglect the children's books written in a foreign language.
3. Make a habit of learning the language. Search for language learning something that you like the most and stick to this habit every day. It can be a conversation with people, reading foreign articles and books or movies with subtitles.
4. Let technology help you. Even such a trifle as the installation of another language in your phone can help. Also TED colleagues suggest using a variety of applications. For example, Anki iliDuolingo.
5. Think about learning the language as an opportunity to gain new experience. For Sebastian Betti new language has always been the ability to see the world in new ways. Visiting parks, reading books on a previously unknown language, or listening to music at folk festivals. Other TED translators agree with this advice. For Anna Minoli English has become the ability to watch your favorite movies without translation, and Ivan Stamenkovic, realizing more in the fifth grade, he can speak English, I was able to watch your favorite cartoons without subtitles.
6. Make friends. Interaction with other people in a new language - is the key to learning how to express their thoughts, instead of pronouncing all the words in my head before them to give. If you want, you can easily find a native speaker who wants to talk to you. The possibilities are many, ranging from thematic meetings and ending with the Internet.
7. Do not worry about mistakes. One of the major barriers to learning a new language - it is the fear of making a mistake. But speakers your attempt to communicate with them in their own language - a sign almost genius. They will appreciate your efforts and try to help you. And be patient: the more you talk, the closer become the imaginary ideal of himself.

Alphabet predicts the global Internet by the end of 2016

Owns the search engine giant Google Alphabet company predicts that by the end of 2016, even the most remote regions of the world will have access to affordable internet with the help of the project company named Loon initiative.

The company is about to launch the next batch of Internet-balls in Indonesia and hopes to create a network of air Wi-Fi points above the planet by the end of the year.

This network will include balloons 300 that provide access to the network even if one of them will be carried away by the wind.

The initiative was announced Vice President Project Loon Mike Cassidy, who said that they hope the next year to build the first obscheplanetnaya interconnected network and for some regions to provide continuous coverage.

In May last year, Google tested the inflatable cylinders Project Loon in Brazil as part of his first experiment with networks 4G. In February 2014 a record for a balloon in the stratosphere up to 50 days, and in March of 2015 it has 187 days.

Scientists have discovered the cosmic microwave background possible traces parallel universe


Scientists, astronomers studied the signals coming from the most distant corners of space, found some anomalies, saying that the space-time continuum of our universe is destroyed, or rather destroyed a long time ago, on its borders influence of another universe, the physical laws which are fundamentally different from all familiar to us. Further work in this area can provide facts which will serve as partial confirmation of the so-called theory of the Multiverse, according to which in the space, there are many parallel universes, which are periodically penetrate and influence each other.

A team of scientists, led by Dr. Renga-Ram Chari (Ranga-Ram Chary) from the California Institute of Technology, studied the registration data of the cosmic microwave background, which were collected using a space telescope Planck Space Telescope of the European Space Agency. The picture of the microwave background, which is the light that arose at the time of the Big Bang, it was found many spots, the brightness of which significantly exceeds the brightness, they should have according to theoretical calculations.

In order to be able to make such findings, Chari's team used several mathematical models of the microwave background, the data were combined with real data collected by the telescope Planck. After such a combination of signals from the researchers removed all the stars, gas and dust, and after cleaning so the painting was to remain only a uniform noise signal.

However, the resulting picture Background scientists found scattered haphazard way areas whose brightness is 4.5 times the brightness of thousands of general background noise. And analysis of the various characteristics of the radiation of the spot indicates that this may be a kind of signals, born the interaction of our universe and another universe, which occurred a few hundred thousand years after the Big Bang, that is, 13.8 billion years ago. And the interaction itself like two universes simultaneously inflated bubbles, which are in contact with each other.

In addition, some of the available data indicate that the second Universe is radically different from our own. The ratio of subatomic particles called baryons and photons in this universe is about ten times greater than in our universe. And it says that the other universe is radically different from ours, it reigns a different set of physical laws, and inside it is something quite unusual and unfamiliar.

The resulting group of Dr. Renga-Ram Chari results aroused the interest of other scientists. Some of them believe that these signals may not be the result of other manifestations of the universe, but still behind them, some hitherto unknown phenomenon and are these phenomena require additional and more thorough study. And spend this additional study, the researchers will have an opportunity after the launch of NASA's mission Primordial Inflation Explorer, the possibility of funding which will be discussed only at the end of 2016.

Companies in the United States to pay $ 12 million to attract specialists from Russia


Companies Computer Sciences Corporation and NetCracker within pre-trial proceedings have agreed to pay $ 12 million in connection with suspicion of violation of privacy and the involvement of experts from Russia, put forward by the US Department of Justice.

It is reported that the prosecution is that the employees of both companies sent hackers from Russia program codes to work on them, after which the finished product is sent to the Pentagon. Penalties company agreed to pay in order to later managed to escape the higher costs.

   9 scientifically proven reasons to get a dog


Dogs accompany people for over 18,000 years, being the first in the history of pets. And it is not just. Scientists have proven that dogs make us laugh more often than cats, make us more mobile and even reduce the chances of falling into depression. Well, if you still do not believe that the dog - man's best friend (or you have to convince someone), then here's a good reason why you should start a four-legged friend.

1. Dogs make us laugh.
According to one study published in the journal Society & Animals, dog owners often laugh. The researchers interviewed the owners of dogs, cat owners and owners of those and others, and analyzed the data and concluded that only the owners of dogs, or dogs and cats and laugh more often than others.

2. Dogs devotees.
Dog joined the human 18-32 thousand years ago, evolved from the wolf. Wolves live in flocks, where the link between family members are very strong. It is this behavior and makes dogs so true. Scientist Stephen Zavistovski explains that dogs see their owner to another "flock", and therefore become attached to it as if it is his brother or sister.

3. Dogs make us more sociable.
In the UK, a team of scientists from the University of Liverpool and Bristol found that dog owners have more friends than those who do not have a dog. It is logical, given that the dog will make you more likely to go out and walk in the park, where you are likely to meet other owners of four-legged pets.

4. Dogs make us healthier.
Yes, dogs can protect us from disease. Children born in the house where a dog is less risk of developing asthma and allergies to dust. The study, published in the journal Proceedings of the National Academy of Sciences last year, found that mice that are in the house where the dog lives, it has developed a special group of microbes that protects against allergens. It is reported that these are the germs to protect the child from developing allergies to dust.

5. Dogs make us more active.
Obesity - one of the main problems of modern society. University of Michigan study found that 60% of dog owners who regularly walking their pets have normal weight. Moreover, elderly people walking their dogs, are more mobile and physically healthier than those who simply walks with your partner.

6. Dogs save lives.
Dogs are not the best friends of the cats, but, for example, earlier this year in Florida, a dog rescued by a cat ... a blood transfusion. Some dogs universal blood type, as some people, so that when the cat named Buttercup did not find a donor cat, veterinarians used the dog. The cat survived. People dog, too, of course, help. Especially nadressirovannye dogs, for example, can smell a stroke for 15 minutes before it happens, and start barking to warn the person. As the dog fails to sense it is still not known.

7. Dogs give us a sense of what we need.
Dogs - a great companion for anyone, but especially for the elderly. According to the research journal Journal of Social Psychology, elderly dog ​​owners are more satisfied with their social, physical and mental condition than people the same age without a dog.

8. Dogs give us confidence.
Another study found that dogs are able to make some patients self-confidence and strength to live on.

9. Dogs just make us happy.
Just look at his faithful four-legged friend, you will feel much better, because your body will release the hormone oxytocin. Dog owners are less prone to depression, less tired, have higher self-esteem and generally happy with life. So go ahead - Get a dog. But remember - it's a big responsibility! It is not necessary to purchase a dog, if you are not ready to become her friend the same as it is to you.

10 interesting facts about where did the @, #,%, ~, and other characters


With the emergence and development of the Internet, many printed characters appeared "second life." For example, what kind of online without a "dog"?

1. The exclamation point "!"

The exclamation point comes from the expression «note of admiration» (mark of astonishment). One theory of its origin, it was the Latin word for joy (Io), written with the letter «I» of the letter «o». For the first time the exclamation mark appeared in the "Catechism of Edward VI», published in London in 1553.

2. Dog or commercial floor "@"

The origin of this symbol is not known. The traditional hypothesis - the medieval contraction of the Latin preposition ad (meaning "to", "to", "to", "y", "if").

In 2000, Giorgio Stabile, a professor of Sapienza, put forward another hypothesis. In a letter written by a Florentine merchant in 1536, mentioned the price of one «A» of wine, and the letter «A» was decorated with curls and looked like "@" according to Stabile, it was an abbreviation for volume unit - a standard amphora.

In Spanish, Portuguese, French, @ symbol traditionally meant arroba - old Spanish measure of weight equal to 11.502 kg (12.5 kg in Aragon); the word comes from the Arabic "al-rub", which means "quarter" (a quarter of a hundred pounds). In 2009, the Spanish historian Jorge Romance discovered reduction Arroba symbol @ in the Aragonese manuscript Taula de Ariza, written in 1448, almost a century before Florence's letters, studied Stabile.

Similar to @ signs found in Russian books XVI-XVII centuries - in particular, on the cover sheet of Laws of Ivan the Terrible (1550). This is usually decorated with curl letter "az", indicating in Cyrillic numerals unit, in the case of Sudebnik - the first point.

3. Oktotorp or sharp "#"

Etymology and English orthography (octothorp, octothorpe, octatherp) controversial words.

According to some sources, the sign comes from the medieval cartographic tradition, where so designated village, surrounded by eight fields (hence the name «octothorp»).

In other news, it's a playful neologism employee Bell Labs Don Macpherson (born. Don Macpherson), which appeared in the early 1960s, from octo- (lat. Octo, Russian. Eight), the speaker of the eight "end" character, and - thorpe, refers to Jim Thorpe (medalist of the Olympic Games, which was interested in McPherson). However, Douglas Kerr (Eng. Douglas A. Kerr) in his article «The ASCII Character" Octatherp "» says «octatherp» created as a joke of his own, as well as Bell Labs engineers and Herbert John Shaak Utlautom. The publication «The Merriam-Webster New Book of Word Histories» (1991) gives the spelling «octotherp» as the original, and considers the telephone engineers its sponsors.

4. The semicolon ";"

The semicolon was first introduced by the Italian printer Aldus Manutius (Italian. Aldo Pio Manuzio; 1449 / 1450-1515), who used it to separate the opposing words and independent parts slozhnosochinёnnyh proposals. Shakespeare had to use a semicolon in your sonnets. In the Russian text the comma and semicolon appeared in the late XV century.

5. Percentage of "%"

The word "percent" comes from the Latin. «Pro ​​centum», which means in translation "hundredth part". In 1685 in Paris the book "Guide to commercial arithmetic 'Mathieu de la Porte. At one point it was a question of percentages, which are then designated «cto» (abbreviated from cento). However, typesetter took this «cto» for printed roll and "%". So because of a typo that sign came into use.

6. The ampersand "&"

Authorship is credited ampersand Marcus Tullius Tiro, faithful servant and secretary of Cicero. Even after Tyrone became a freedman, he continued to write lyrics Cicero. And in '63 BC. e. He invented a system to speed up the rate of writing called "tironovskimi signs" or "tironovymi notes» (Notæ Tironianæ, originals did not survive), which were used until the XI century (so that at the same time feel more Tyrone and the founder of the Roman shorthand).

7. A question mark "?".

It is found in printed books from the XVI century, but to express the question he is fixed much later, only in the XVIII century.
Inscription sign comes from the Latin letters q and o (quaestio - search [response]). Originally written q over o, which are then transformed into a modern mark.

8. asterisk, asterisk or "*".

It was introduced in the 2nd century BC. e. in the texts of the ancient Library of Alexandria grammarian Aristophanes of Byzantium to indicate ambiguities.

9. The parentheses "()".

Parentheses appeared in 1556 Tartaglia (for radical expression) and later - at Girard. Simultaneously Bombelli used as a starting corner brackets in the form of a letter L, and as a final - it is in inverted form (1550); such record was the ancestor of the square brackets. Braces offered Wyeth (1593). Yet most mathematicians then chose instead parentheses nadchёrkivat generated expression. In general use brackets introduced Leibniz.

10. The tilde "~".

In most languages ​​superscript tilde sign corresponds occurring letters n and m, which in medieval cursive often written above the line (above the previous letter) and Inscription degenerated into a wavy line.

The new model demonstrates the enormity of the collision of two black holes

We know that black holes that appear from the remains of the victims of supermassive stars have such a strong force of gravity that not even light, crossed the border of the event horizon, can not leave this region of space. Because of their low weight and scrutiny of the unique properties of black holes are very difficult objects to create their mathematical models. But the complexity of the mathematical model of the collision of two black holes and say why not. However, such a model has already been created and the results of its calculations allowed the researchers to make a video that illustrates the enormity of the event, which manifests itself in the form of two "maneuvering" black bodies, distorting the nearby space, even the light from distant stars.

In the world of asteroids, planets and comets all traffic collisions and obey the laws of classical physics. These laws are a set of rules that imposed even Isaac Newton to describe concepts such as acceleration, deceleration, speed, kinetic energy and its transmission from one body to another in a collision. Classical Newtonian Dynamics works quite well in the simulation, for example, landing on other planets, the trajectories of celestial bodies, and even the fall of a massive asteroid to Earth. But at the time, Albert Einstein showed that Newtonian physics is at best a rather crude approximation of the laws of the global behavior of everything in the universe.

Black holes due to its gravity distorts space-time continuum in the surrounding space, creating space radiating gravitational perturbations. When two black holes approach each other at a distance sufficient to enter the gravitational traps each other, they begin to converge, moving at a rate of a substantial fraction of the speed of light. And what happens with the space at this time, the scientists describe the following phrase: "It is the space in the area of ​​near black holes, just torn into small pieces." And every time scientists have tried to describe the ongoing processes in such moments, "such formulas were obtained, that our brains were ready to explode with it" - says physicist Matthew Duez (Matthew Duez).

Matthew Duez, a scientist in the field of theoretical physics, works in the project Simulating Extreme Spacetimes (SXS), he says that within a few decades, when it came to the creation of mathematical models of black holes, the researchers used a set of much simpler and trim concepts to provide mediocre results. However, in their work, scientists project SXS tried to avoid it as possible, they even had to modify the equations of Einstein's field that determine the levels of space-time distortion under the influence of extremely high forces.

Model of the black hole, the project team developed SXS, improved and supplemented for quite a long time. And as a result, it has reached a level, when her help was possible to simulate the collision of two massive black holes, showing something, but what it can be like when viewed from the side. Scientists placed two virtual black hole at the center of the Milky Way virtual, and then start the program of mathematical modeling "tracking" of each ray of light from distant stars, through which you can get a visual representation of the collision.

If you view the video at maximum quality, and in full screen mode, you can see the appearance, disappearance and displacement of the rays of light that seems to literally dance around the black hole under the influence of gravity. Naturally, the stars themselves in the background remain stationary, but their emitted light begins to "swirl", refracted, and focus revolve around the gravitational lens of a black hole, forming a halo round, known as the "Einstein rings".

The Arctic Circle have found the oldest purebred dogs

The Arctic Circle eight thousand years ago, the breeding of dogs and brought rock to modern standards of Siberian huskies.

Archaeologists working on the New Siberian Islands in the Arctic Ocean, between the Laptev Sea and East Siberian Sea - in particular, in the parking lot of ground hunters on the island Zhokhova. This place is one of the most northern archaeological sites of the world and the oldest traces of human presence in the high latitudes.

In this area, the dogs were domesticated, not only, but also to meet the standards of modern sled Siberian huskies, including the animal's body weight - 25 kilograms. In addition, the dog park Zhohovskoy lived to ripe, and some to old age, as evidenced by the skull of these animals with heavily worn dentition during the life of the system. Thus, people caring for aging animals.

Who, when and why of the first domesticated dog
Found during excavations sledges say that the dog is used to move, although there were more large individuals, which use most likely to hunt bear.

The remains found during excavations also allowed the restoration of the annual cycle of the people who lived in these places eight thousand years ago. Then the modern Siberian Islands were part of the land and the coast has a permanent camp, where, according to different estimates of scientists, lived from 25 to 50 people.

They practiced fishing reindeer and polar bears, and the production was all-season deer, bear and fishing was carried out mainly in the winter. Apparently, when hunting in the northern predator ancient humans perfected the skills of hunting brown bear, possessed of their ancestors who lived in the forest-tundra and taiga. Bear hunted for human consumption anywhere in the world traces of eating polar bears in such large numbers has not yet been found, archaeologists say.

The excavations on the island, scientists have identified at least five Zhokhova human individuals - four men and women, some of them are close relatives. Genetic research has shown that they belong to the group, which had a West Eurasian origin. The ancestors of these people have come here from the territory lying west - perhaps from the north of Western Siberia and the Urals. This population is preceded by any of today's ethnic groups, known in the area, - Yukagirs, nations Tungus group, Yakuts and Russian. They did not have to continue in the local population of later periods.