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Here's what was wonderful about Monday night's Primetime Emmy Awards, in no particular order: All the awards for “Breaking Bad”; everything Bryan Cranston did (from that smooch with Julia Louis-Dreyfus to an inspiring acceptance speech), “Fargo” being named Outstanding Miniseries, “The Normal Heart” being named Outstanding Movie; the beautiful In Memoriam sequence headlined by Sara Bareilles' rendition of “Smile” and Billy Crystal's thoughts of Robin Williams, and “Billy on the Street.” Here's what was far from wonderful about the same event: “Orange is the New Black” being passed over, “Fargo” and “The Normal Heart” being denied key acting and creative honors, Cicely Tyson losing out for “The Trip to Bountiful” and Weird Al Yankovic's interminable song melody.

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Online technologies are creating a seismic shift in ad effectiveness research and spurring it towards an inferential approach. A long-standing public example of the inferential approach has been Harvard’s IATs -- Implicit Association Tests. You can see this indirect technique in action about you, personally, by taking one of the tests. An IAT can reveal your real, inner feelings about any topic from race or mental health to pets in the home. It does this not from your actual responses, but by interrogating to the millisecond speed of your replies on your computer. An IAT can potentially lay bare previously unknown insights about you.

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