【文章內(nèi)容簡介】 conscious or intentional recollection, usually of facts, names, events, or other things that a person can state or declare. There is another kind of memory that is not conscious. Memories of this kind are called implicit memories. An individual can have an experience that he or she cannot consciously recall yet still display reactions that indicate the experience has been somehow recorded in his or her brain. Professor Ok, uh... the first kind of memory, we39。re all very familiar with this, right? You probably remember what you had for dinner last night you have a Conscious Memory of last night39。s dinner. So, um, if I ask you 39。what did you eat last night?39。 you could tell me. But these other kind of memories 39。implicit Memories39。, they work differently. Let39。s take an example from the world of advertising. When you39。re driving along a highway, you39。ll see plenty of billboards you know roadside advertisements. You certainly don’t remember them all. But they still affect you. Marketing researchers have shown, well, to be specific, let39。s say there39。s a billboard on the highway advertising a ... car, called the 39。Panther39。. The ad shows a big picture of a car and above the car in huge letters is the name of the car 39。Panther39。. A lot of people drive by the billboard. But ask those drivers later if they saw any advertisements for cars, and well, they39。ll think about it and a lot of them will say 39。no39。. They honestly don39。t remember s eeing any. They have no conscious memory of the 39。Panther39。 billboard. So, you ask the same people a different question. You ask, um...ok, um...you ask them to name an animal starting with the letter 39。p39。. What do you think they39。ll answer? Do they say 39。pig39。? 39。Pig39。 is the most mon animal that starts with the letter 39。p39。, but they don39。t say 39。pig39。. They say 39。Panther39。. The billboard had an effect even though the drivers don39。t remember ever seeing it. TPO7 Behavior Modification Individuals often modify their behavior based on what they have learned about the possible consequences of their actions. When an individual learns through experience that a certain behavior results in pleasant consequences, that behavior is likely to be repeated. An unpleasant consequence, on the other hand, discourages further repetition of the behavior. While behavior modification can be observed in experiments, it also occurs frequently in everyday settings, when individuals change their behavior based on what they have learned about the consequences of that behavior. Professor This happens all the time with kids in schools. Say there is a little boy or a girl who39。s just starting school. Well, they are not really used to the rules about proper behavior for a classroom. So at the beginning, they might, I don39。t know, interrupt the teacher, walk around the classroom when they are supposed to be sitting down, you know just misbehaving in general. OK, but what happens? Well, the teacher gets angry with them when they act this way. They might get punished. They have to sit at their desks when everyone else is allowed to go outside and play, and they certainly don39。t like that. Soon they39。ll learn that this kind of behavior gets them in trouble. They39。ll also learn that when they raise their hand to talk to the teacher and sit quietly and pay attention during class, they are rewarded. The teacher tells them she is proud of them, and maybe puts little happy face stickers on their homework. Now that their behavior gets a good reaction from the teacher, the kids learn to always act this way in class and not behave the way they used to. TPO8 Revealing Coloration Many animals use coloration to protect themselves from predators. One defensive strategy involving the use of coloration is what is known as revealing coloration. Animals employing this strategy have an area of bright color on some part of their body。 this bright color is usually hidden from predator39。s view. When approached by a predator, the animal suddenly reveals the area of bright color。 this unexpected display of color startles or confuses the predator and provides the wouldbe prey with an opportunity to escape. Professor There is a large tropical insect called the Peanut Bug, yes like the peanuts that you eat. Um and the peanut bug39。s front wings are colored so that they blend in with their surroundings. But its back wings, which are usually closed and hidden, have these bright colorful spots on them and when the peanut bug39。s attacked, it suddenly opens its back wings and out pop these big bright colors. And that surprises the predator and gives the peanut bug a chance to get away. Um and then you have a butterfly called the Morpho Butterfly, and parts of the morpho butterfly39。s wings are very shiny. They reflect a lot of sunlight. When this butterfly is resting, this shiny part of its wings is hidden. Now morpho butterflies are often attacked by birds. So when a bird approaches, the morpho flies away. And when the morph flaps its wings, all the bird can see are flashes of light reflected from the morpho39。s wings. Those flashes of light make it very difficult for the bird to follow the morpho, and the morpho is usually able to get away. TPO9 The Establishing Shot Film directors use different types of camera shots for specific purposes. An establishing shot is an image shown briefly at the beginning of a scene, usually taken from far away, that is used to provide context for the rest of the scene. One purpose of the establishing shot is to municate background information to the viewer, such as the settingwhere and when the rest of the scene will occur. It also establishes the mood or feeling of the scene. Due to the context that the establishing shot provides, the characters and events that are shown next