Design: A Very Short Introduction

Author: John Heskett

Publisher: Oxford University Press

ISBN: 9780192854469

Category: Art

Page: 148

View: 3240

John Heskett aims to transform the way readers think about design by showing how integral it is to our daily lives, from the spoon we use to eat our breakfast cereal, and the car we drive to work in, to the medical equipment used to save lives. This concise guide to contemporary design goes beyond style and taste to look at how different cultures and individuals personalize objects. Heskett also reveals how simple objects, such as a toothpick, can have their design modified to suit the specific cultural behaviour in different countries. Finally, the author gives us an exciting vision of what design can offer us in the future, showing in particular how it can humanize new technology.
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Typography: a Very Short Introduction

Author: Paul Luna

Publisher: Oxford University Press, USA

ISBN: 0199211299

Category: Art

Page: 176

View: 5062

Typography, the art of designing printed words, was once the domain of an elite few artists but has become an area with which millions of people engage daily. The widespread usage of digital devices from laptops to tablets and smart phones which are used for written communications means that we are regularly asked to make decisions about the fonts, sizes, and layouts we use in our writing. This broadening engagement with the field of typography has led to a perceptible shift from debates about legibility and technicalities to conversations about which fonts best reflect the writer's personality or style. In this Very Short Introduction, Paul Luna offers a broad definition of typography as design for reading, whether in print or on screens, where a set of visual choices are taken to make a written message more accessible, more easily transmitted, more significant, or more attractive. Considering the development of letterforms and the shapes of letter we use, Luna discusses the history behind our modern day letters and fonts, before considering the issues behind key typographic decisions, and the differences between printed and on-screen typography. Presenting any piece of typography as a fundamental design choice, Luna introduces the options available today, and explores the reasons why key typographic decisions are made. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.
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Anthropocene

Author: Erle C. Ellis

Publisher: Oxford University Press

ISBN: 0198792980

Category: NATURE

Page: 208

View: 4492

Climate scientists, geologists, ecologists, and archaeologists recognize the profound effects of human activity on Earth, though whether and how this should be recognized as a formal geological epoch - the Anthropocene - remains under debate, Erle Ellis describes how the Anthropocene concept is affecting the sciences, humanities, and politics.
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Combinatorics

A Very Short Introduction

Author: Robin Wilson

Publisher: Oxford University Press

ISBN: 0198723490

Category: Mathematics

Page: 144

View: 6268

How many possible sudoku puzzles are there? In the lottery, what is the chance that two winning balls have consecutive numbers? Who invented Pascal's triangle? (it was not Pascal) Combinatorics, the branch of mathematics concerned with selecting, arranging, and listing or counting collections of objects, works to answer all these questions. Dating back some 3000 years, and initially consisting mainly of the study of permutations and combinations, its scope has broadened to include topics such as graph theory, partitions of numbers, block designs, design of codes, and latin squares. In this Very Short Introduction Robin Wilson gives an overview of the field and its applications in mathematics and computer theory, considering problems from the shortest routes covering certain stops to the minimum number of colours needed to colour a map with different colours for neighbouring countries. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.
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Logic

A Very Short Introduction

Author: Graham Priest

Publisher: Oxford University Press

ISBN: 0198811705

Category: Mathematics

Page: 156

View: 2682

Logic is often perceived as having little to do with the rest of philosophy, and even less to do with real life. In this lively and accessible introduction, Graham Priest shows how wrong this conception is. He explores the philosophical roots of the subject, explaining how modern formal logic deals with issues ranging from the existence of God and the reality of time to paradoxes of probability and decision theory. Along the way, the basics of formal logic are explained in simple, non-technical terms, showing that logic is a powerful and exciting part of modern philosophy. In this new edition Graham Priest expands his discussion to cover the subjects of algorithms and axioms, and proofs in mathematics. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.
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The Brain: A Very Short Introduction

Author: Michael O'Shea

Publisher: Oxford University Press

ISBN: 0192853929

Category: Health & Fitness

Page: 136

View: 4904

This is a non-technical introduction to the main issues and findings in current brain research. It gives a sense of how neuroscience addresses questions about the relationship between the brain, and thought, memories, perceptions, and actions. Covering the details of brain science in an accessible style, it includes up to date coverage of developments of brain research, and suggests directions future research might take. The Brain also integrates discussion of the more familiar implications of the brain's actions, such as memories, perceptions, and motor control.Contents:Mind and brain: what's the problelm?Let's get physicalSight, sound, and imagination'Last week's potatoes!'Perception to actionAltered states of mindWhere do we go from here?
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Game Theory: A Very Short Introduction

Author: Ken Binmore

Publisher: OUP Oxford

ISBN: 0191579580

Category: Mathematics

Page: 200

View: 6193

Games are everywhere: Drivers manoeuvring in heavy traffic are playing a driving game. Bargain hunters bidding on eBay are playing an auctioning game. A firm negotiating next year's wage is playing a bargaining game. The opposing candidates in an election are playing a political game. The supermarket's price for corn flakes is decided by playing an economic game. Game theory is about how to play such games in a rational way. Even when the players have not thought everything out in advance, game theory often works for the same reason that mindless animals sometimes end up behaving very cleverly: evolutionary forces eliminate irrational play because it is unfit. Game theory has seen spectacular successes in evolutionary biology and economics, and is beginning to revolutionize other disciplines from psychology to political science. This Very Short Introduction introduces the fascinating world of game theory, showing how it can be understood without mathematical equations, and revealing that everything from how to play poker optimally to the sex ratio among bees can be understood by anyone willing to think seriously about the problem. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.
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The Elements: A Very Short Introduction

Author: Philip Ball

Publisher: OUP Oxford

ISBN: 0191578258

Category: Science

Page: 192

View: 2122

This Very Short Introduction traces the history and cultural impact of the elements on humankind, and examines why people have long sought to identify the substances around them. Looking beyond the Periodic Table, the author examines our relationship with matter, from the uncomplicated vision of the Greek philosophers, who believed there were four elements - earth, air, fire, and water - to the work of modern-day scientists in creating elements such as hassium and meitnerium. Packed with anecdotes, The Elements is a highly engaging and entertaining exploration of the fundamental question: what is the world made from? ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.
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Teeth: A Very Short Introduction

Author: Peter S. Ungar

Publisher: Oxford University Press

ISBN: 0199670595

Category: Medical

Page: 144

View: 5501

Teeth are amazing - the product of half a billion years of evolution. They provide fuel for the body by breaking apart other living things; and they must do it again and again over a lifetime without themselves being broken in the process. In this Very Short Introduction, Peter S. Ungar, an award-winning author and leading scientist, presents the story of teeth. Ungar outlines the key concepts, including insights into the origin of teeth and theirevolution. Considering why teeth are important, he describes how they are made, and how they work, including their fundamental importance in the fossil record. Ungar finishes with a review of mammal teeth, looking athow they evolved and how recent changes to our diet are now affecting dental health.
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Theatre

A Very Short Introduction

Author: Marvin Carlson

Publisher: Oxford University Press, USA

ISBN: 0199669821

Category: Performing Arts

Page: 131

View: 6310

Theatre is one of the longest-standing art forms of modern civilization. Taking a global look at how various forms of theatre - including puppetry, dance, and mime - have been interpreted and enjoyed, this book explores all aspects of the theatre, including its relationship with religion, literature, and its value worldwide
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Advertising: A Very Short Introduction

Author: Winston Fletcher

Publisher: OUP Oxford

ISBN: 0191614270

Category: Design

Page: 160

View: 9402

How advertising works is not a question that has a simple answer. Advertising is a diverse entity and different campaigns work (or fail to work) in a plethora of different ways. Most advertising persuades people to buy things, but how? And who does it aim to persuade? And how are these decisions made? In this Very Short Introduction Winston Fletcher, an expert with extensive knowledge of advertising from the inside, aims to answer these questions, and in doing so, dispels some of the myths and misunderstandings surrounding the industry. The book contains a short history of advertising and an explanation of how the industry works, and how each of the parties (the advertisers , the media and the agencies) are involved. It considers the extensive spectrum of advertisers and their individual needs. It also looks at the financial side of advertising and asks how advertisers know if they have been successful, or whether the money they have spent has in fact been wasted. Fletcher concludes with a discussion about the controversial and unacceptable areas of advertising such as advertising products to children and advertising products such as cigarettes and alcohol. He also discusses the benefits of advertising and what the future may hold for the industry. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.
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Dinosaurs: A Very Short Introduction

Author: David Norman

Publisher: OUP Oxford

ISBN: 019157788X

Category: Nature

Page: 192

View: 7683

The popularity of dinosaurs seems never ending, fuelled by films such as Jurassic Par and documentaries (Walking with Dinosaurs). But how much do these popular programmes really tell us about the recent scientific discoveries and the latest research into the world of the dinosaur? This is the first book explain the latest findings in dinosaur research and the exciting scientific discoveries that have built up a picture of how dinosaurs looked, what they ate, and how they moved and interacted with each other. Taking a new approach to the subject, David Norman combines many areas of science, such as anatomy, genetics, forensics and engineering design, to piece together the evidence of how animal life evolved on earth, and why it did in the way that it did. David Norman also discusses the role that informed speculation and luck has played in many of the major discoveries. Starting with ancient myths of dinosaur-like monsters (dragons) and the history of the discovery of dinosaurs, he goes on to discuss their evolution and the many different techniques used to understand them, including the latest virtual reality animation sequences and engineering design analysis. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.
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Innovation: A Very Short Introduction

Author: Mark Dodgson,David Gann

Publisher: Oxford University Press

ISBN: 0192558617

Category: Technology & Engineering

Page: 160

View: 698

What is innovation? How is innovation used in business? How can we use it to succeed? Innovation, the ways ideas are made valuable, plays an essential role in economic and social development, and is an increasingly topical issue. Over the last 150 years our world has hit an accelerated rate of transformation. From aeroplanes to television and penicillin, and from radios to frozen food and digital money, the fruits of innovation surround us. This Very Short Introduction looks at what innovation is and why it affects us so profoundly. It examines how it occurs, who stimulates it, how it is pursued, and what its outcomes are, both positive and negative. Considering innovation today, and discussing future disruptive technologies such as AI, which have important implications for work and employment, Mark Dodgson and David Gann consider the extent to which our understanding of innovation has developed over the past century and how it might be used to interpret the global economy. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.
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Philosophy of Science

A Very Short Introduction

Author: Samir Okasha

Publisher: Oxford University Press

ISBN: 0198745583

Category: Philosophy

Page: 140

View: 5304

How much faith should we place in what scientists tell us? Is it possible for scientific knowledge to be fully "objective?" What, really, can be defined as science? In the second edition of this Very Short Introduction, Samir Okasha explores the main themes and theories of contemporary philosophy of science, and investigates fascinating, challenging questions such as these. Starting at the very beginning, with a concise overview of the history of science, Okasha examines the nature of fundamental practices such as reasoning, causation, and explanation. Looking at scientific revolutions and the issue of scientific change, he asks whether there is a discernible pattern to the way scientific ideas change over time, and discusses realist versus anti-realist attitudes towards science. He finishes by considering science today, and the social and ethical philosophical questions surrounding modern science. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.
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Humanism: A Very Short Introduction

Author: Stephen Law

Publisher: OUP Oxford

ISBN: 0191614009

Category: Religion

Page: 168

View: 5839

Religion is currently gaining a much higher profile. The number of faith schools is increasingly, and religious points of view are being aired more frequently in the media. As religion's profile rises, those who reject religion, including humanists, often find themselves misunderstood, and occasionally misrepresented. Stephen Law explores how humanism uses science and reason to make sense of the world, looking at how it encourages individual moral responsibility and shows that life can have meaning without religion. Challenging some of the common misconceptions, he seeks to dispute the claims that atheism and humanism are 'faith positions' and that without God there can be no morality and our lives are left without purpose. Looking at the history of humanism and its development as a philosophical alternative, he examines the arguments for and against the existence of God, and explores the role humanism plays in moral and secular societies, as well as in moral and religious education. Using humanism to determine the meaning of life, he shows that there is a positive alternative to traditional religious belief. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.
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Hume: A Very Short Introduction

Author: Alfred Ayer

Publisher: OUP Oxford

ISBN: 0191606537

Category: Philosophy

Page: 144

View: 4489

Hume is one of the greatest of all British philosophers, and even in his own lifetime was celebrated as one of the pivotal figures of the Enlightenment. A central theme of his philosophy is the conviction that questions traditionally thought of as completely independent of the scientific realm–questions about the mind, about morality, and about God, for example–are actually best explained using the experimental methods characteristic of the natural sciences. Hume's 'naturalist' approach to a wide variety of philosophical topics resulted in highly original theories about perception, self-identity, causation, morality, politics, and religion, all of which are discussed in this stimulating introduction by A J Ayer, himself one of the twentieth century's most important philosophers. Ayer also gives an account of Hume's fascinating life and character, and includes generous quotations from Hume's lucid and often witty writings. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.
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Fashion: A Very Short Introduction

Author: Rebecca Arnold

Publisher: OUP Oxford

ISBN: 0191579114

Category: Social Science

Page: 160

View: 8481

Fashion is a dynamic global industry that plays an important role in the economic, political, cultural, and social lives of an international audience. It spans high art and popular culture, and plays a significant role in material and visual culture. This book introduces fashion's myriad influences and manifestations. Fashion is explored as a creative force, a business, and a means of communication. From Karl Lagerfeld's creative reinventions of Chanel's iconic style to the multicultural reference points of Indian designer Manish Arora, from the spectacular fashion shows held in nineteenth century department stores to the mix-and-match styles of Japanese youth, the book examines the ways that fashion both reflects and shapes contemporary culture. Using historical and contemporary examples, it gives a clear understanding of how fashion has developed since the renaissance, while raising questions about its status, ethical credibility, and influence on consumers. The book provides insight into the structure of the fashion industry and how fashions are designed, promoted and consumed, in relation to relevant historical, social and cultural contexts. It is structured thematically, to look at the role and development of designers, the growth of shopping and the different businesses involved in making and selling fashionable clothes. Fashion's relationship to the wider culture is also explored, by considering its representation in art and collaborations between designers and artists, the moral controversies surrounding fashion, and attempts to produce ethical clothing, and the effects of globalisation on the fashion trade. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.
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Mathematik

Author: Timothy Gowers

Publisher: N.A

ISBN: 9783150187067

Category:

Page: 207

View: 580

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