Senin, 29 Oktober 2012

[C571.Ebook] Ebook The Psychology of Advertising, by Bob M Fennis, Wolfgang Stroebe

Ebook The Psychology of Advertising, by Bob M Fennis, Wolfgang Stroebe

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The Psychology of Advertising, by Bob M Fennis, Wolfgang Stroebe

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The Psychology of Advertising, by Bob M Fennis, Wolfgang Stroebe

Advertising is a ubiquitous and powerful force, seducing us into buying wanted and sometimes unwanted products and services, donating to charity (even to causes we have not heard of before), voting for political candidates (even of questionable reputation), and changing our health-related lifestyles for better or worse. The impact of advertising is often subtle and implicit, but sometimes blatant and impossible to overlook.

This book discusses key topics from the fields of social and consumer psychology. Important questions are addressed in the volume such as:

  • What impact does advertising have on consumer behaviour? What causes this impact?
  • What are the psychological processes responsible for the effectiveness of advertising?
  • How do consumers make sense of advertising messages?
  • What messages "get across" and when and why?

This is the first book to offer a comprehensive and state-of-the-art overview of the psychological findings on the impact of advertising, and to discuss this research in the context of recent developments in the fields of social and consumer psychology. It presents and discusses results of both classic and contemporary studies in an engaging style that avoids highly technical language.

The authors have included a glossary of frequently used concepts which assist student comprehension, making it a unique and invaluable volume for advanced undergraduate and graduate students, as well as researchers and lecturers in social psychology, marketing, and communications. It is also a useful resource for professionals working in advertising, public health, public services and political communication.

  • Sales Rank: #313781 in Books
  • Published on: 2010-07-08
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.75" h x 7.00" w x 1.00" l, .86 pounds
  • Binding: Hardcover
  • 344 pages

Review

"As a comprehensive, yet readable, book of reference for academics and their students working in the areas of advertising, business studies and in more general areas such as attitude formation and attitude change, the book will be very valuable." - Dinah Bisdee, King's College London, UK, in Social Psychological Review

"The Psychology of Advertising is a rich source of ideas about methodology, theory, and research that advanced undergraduate students and graduate students in areas of consumer psychology, promotional strategy, integrated marketing, and advertising as well as other disciplines such as business and communication will find interesting and accessible. The book would make a useful tool for professionals working in fields such as advertising, public health, public services, and political communication who are interested in responding to Dill Scott’s call for educating practitioners in psychology." – Debra Merskin, University of Oregon, in PsycCRITIQUES

"This book is extremely well-written. The authors have done an outstanding job of explaining and summarizing complex topics in a manner that advanced undergraduates and graduate students can understand and appreciate. The book is thorough, accurate and scientifically grounded and is the most sophisticated and advanced summary of the host of psychological processes that influence advertising effectiveness." - Frank R. Kardes, College of Business, University of Cincinnati, USA

"This book provides an impressive, elaborate and thoroughly researched review of the academic literature on the psychology of attitudes and attitude change, with an emphasis on advertising and consumer behaviour. It provides a well written overview of the research, I learned a lot from reading it, and enjoyed it greatly!" - Peeter Verlegh, Rotterdam School of Management, Erasmus University, The Netherlands

About the Author

Bob M. Fennis works as an Professor in Consumer Behavior at the Department of marketing at Groningen University, the Netherlands. His research interests include persuasion, social influence processes and the dynamics of "automatic" consumer behavior. His research focuses on such issues as the effectiveness of marketing and selling techniques, advertising effects, and nonconscious influences on consumer goal pursuit and purchase behavior.

 

Wolfgang Stroebe is Professor of Social Psychology at Utrecht University, the Netherlands. He is a former president of the European Association of Social Psychology, a Fellow of numerous psychological societies (e.g., BPS, APS) and co-editor (with Miles Hewstone) of the European Review of Social Psychology. One of his major research interests is strategies of attitude and behaviour change, and he has published widely on this topic.

Most helpful customer reviews

1 of 1 people found the following review helpful.
Extrememly interesting subject, NEEDS correct page numbers for in class reference.
By Amazon Customer
I rented the Kindle version of this textbook. It proved to be an extremely interesting subject. The textbook has numerous experiment citations and comprehensible diagrams. HOWEVER, during class, referencing page numbers was SUCH a hassle. The textbook only has table of contents with links to chapters, NO PAGES.

I didn't give the book 3 stars because the content is really very good BUT, something has to be done about the page numbers!

0 of 0 people found the following review helpful.
Five Stars
By Bomin Kim
good

See all 2 customer reviews...

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Jumat, 26 Oktober 2012

[S763.Ebook] Free Ebook Sensory Evaluation Techniques, Third Edition, by Morten C. Meilgaard, B. Thomas Carr, Gail Vance Civille

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Honey-mustard chicken roasting in an oven, fashion models sporting the latest line of lipstick, blush and balm, and the piercing sound of paper being torn in half may not seem to have much in common. But in reality, food, cosmetic and paper products similar to these often undergo rigorous testing at some stage or another as part of a fascinating-and stimulating-scientific process: sensory evaluation.
Aimed at the practicing sensory professional, Sensory Evaluation Techniques, Third Edition, makes product evaluation clear, concise, and approachable, with the simplest to the most complex sensory methods and their interpretation spelled out. The book explores the theory and applications of sensory evaluation methods with sufficient background material to allow the user to understand the evaluation of sensory perception and actually perform sensory tests. The book's "how-to" description of sensory evaluation methods features all of the commonly-used practical sensory tests, followed by a guide to selecting the optimal method for a given problem. Descriptions are accompanied by several practical examples. Consumer research techniques are included, and the book contains complete instructions for the Spectrumä method of descriptive analysis, as well as relevant selection of those statistical techniques the sensory analyst needs, with examples illustrating the analysis of sensory tests.
New in the Third Edition is the latest information on sensory tests and statistical techniques for the analysis of sensory data being introduced all over the world. The Unified Approach to discrimination testing, for example, which is now becoming the norm in sensory science, is examined in detail, with examples provided. Also new: a Test Sensitivity Analyzer and over 300 scales and hundreds of standard terms for the Spectrum method. So whether it be for instructors and students of sensory science, practicing sensory analysts, or researchers and libraries in the production and marketing of food, beverages, cosmetics, fragrances, textiles and paper products, Sensory Evaluation Techniques, Third Edition, is one of the most comprehensive sources on sensory panel techniques in the industry.

  • Sales Rank: #2597418 in Books
  • Brand: Brand: CRC Press
  • Published on: 1999-06-24
  • Original language: English
  • Number of items: 1
  • Dimensions: 10.00" h x 7.50" w x .75" l, .0 pounds
  • Binding: Hardcover
  • 416 pages
Features
  • Used Book in Good Condition

Review
"text presents an excellent overview of sensory evaluation techniques currently available for the assessment of the sensory quality of foodsOverall a great text with noticeable improvements over the 2nd edition." --Jean-Francois Meullenet, University of Arkansas, reviewed in Textual Studies, Vol. 31, #3 "3rd Edition is still invigorating, clean-cut and even more authoritative than its predecessors 'user friendly' Essential information is given in a clear, concise way and as complete a way as is desirable to present crucial information." --John J Powers, Journal of Food Quality, Vol. 23 "very comprehensivenewly published 3rd Edition, the authors have updated statistical theory, expanded descriptive lexicon related to the Spectrum method, cross-referenced other recently published texts in the field, and devoted discussion to relationships between sensory, instrumental and consumer data.The third edition is worth updating one's library, for a number of reasonsincluding techniques to better understand data relationships (sensory-consumer, sensory-instrumental). --Food Technology "The book is highly recommended and will be useful to readers who are engaged in sensory evaluation. It will help in conducting various types of sensory investigations." -Barbara Wunderli, Swiss Federal Institute of Technology Zurich, Institute of Food Science, CH-8092 Zurich, Switzerland

Most helpful customer reviews

2 of 2 people found the following review helpful.
Get an A+!
By Kathryn M. Fox
Even though I have never taken a sensory course before, this book allows me a greater understanding of the information without bogging me down with complicated terms and lofty prose. The book also has great example throughout. And with the great price, who wouldn't buy it here? I told my classmates about it, and they are getting it here as well. Thanks!

3 of 3 people found the following review helpful.
Awesome Sensory Book!
By Flavor Hero
I have collected a variety of Sensory materials (articles, manuals, books, etc.) through the years, and I hadn't found a book more complete and updated than this one. It has extremely useful tips for Sensory leaders, from building a Sensory Lab to Multivariate Statistical techniques you can apply. As Sensory Analyst, I highly recommend this book either for students or professionals.

3 of 3 people found the following review helpful.
One of the best sensory text books
By D. Gardner
This is one of the best sensory text books I've used through college and into my career. The value of this text is that it explains industry based sensory evaluations and provides sensory sheets and data pages that can be used for sensory projects. It may be missing some information on sensory theory, but its value is in how it can be applied to a practical setting.

See all 11 customer reviews...

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Rabu, 24 Oktober 2012

[J606.Ebook] Ebook Download Understanding and Treating Chronic Shame: A Relational/Neurobiological Approach, by Patricia A. DeYoung

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Chronic shame is painful, corrosive, and elusive. It resists self-help and undermines even intensive psychoanalysis. Patricia A. DeYoung’s cutting-edge book gives chronic shame the serious attention it deserves, integrating new brain science with an inclusive tradition of relational psychotherapy. She looks behind the myriad symptoms of shame to its relational essence. As DeYoung describes how chronic shame is wired into the brain and developed in personality, she clarifies complex concepts and makes them available for everyday therapy practice.

Grounded in clinical experience and alive with case examples, Understanding and Treating Chronic Shame is highly readable and immediately helpful. Patricia A. DeYoung’s clear, engaging writing helps readers recognize the presence of shame in the therapy room, think through its origins and effects in their clients’ lives, and decide how best to work with those clients. Therapists will find that Understanding and Treating Chronic Shame enhances the scope of their practice and efficacy with this client group, which comprises a large part of most therapy practices. Challenging, enlightening, and nourishing, this book belongs in the library of every shame-aware therapist.

  • Sales Rank: #58945 in Books
  • Published on: 2015-02-04
  • Released on: 2015-02-06
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.00" h x .47" w x 6.00" l, .71 pounds
  • Binding: Paperback
  • 206 pages

Review

"Shame is indeed a phenomenon that is both in the brain, the mind, and in the space between us. Dr. DeYoung does a solid job in addressing the challenges of living with and treating chronic shame using a thoughtful, humane, and scientific approach." Louis Cozolino, PhD, professor of psychology at Pepperdine University’s Graduate School of Education and Psychology

"Beginning with diverse clinical vignettes with very dissimilar diagnoses, Patricia DeYoung tackles the unvoiced but powerful presence of shame that so often lies at the unspoken core of what troubles our clients. She beautifully and evocatively gives voice and shape to the annihilating impact of lack of attunement. DeYoung also makes the point that because shame takes root in relationship, we must heal it relationally. Equally important, she reminds us that, to be effective in this work, therapists must engage in their own ongoing internal work. This special book needs to be read by all of us." Patricia L. Papernow, EdD, instructor in psychology at Harvard Medical School and author of Surviving and Thriving in Stepfamily Relationships

"Defining shame as first and foremost a relational experience, Patricia DeYoung unpacks the extensive, damaging consequences of feeling chronically shamed while illustrating effective treatment in clear, accessible language. For clinicians who wish to understand and treat shame from the psychodynamic perspective, this book is a vital resource." Martha Sweezy, PhD, associate director and director of training for the dialectical behavioral therapy program at Harvard Medical School’s Cambridge Health Alliance

About the Author

Patricia A. DeYoung, MSW, PhD, is a relational psychotherapist, clinical supervisor, and a founding faculty member of the Toronto Institute for Relational Psychotherapy.

Most helpful customer reviews

0 of 0 people found the following review helpful.
Best book on shame I've read so far
By Elf
Best book on shame I've read so far! I feel like now I really understand how it all works and what to do with it. (I'm a lay person, but interested in the topic).

4 of 8 people found the following review helpful.
excellent modern integraton
By Judith R. Schore
Excellent integration of literature including modern neurobiology. Should be used in every psychotherapy course

1 of 18 people found the following review helpful.
Five Stars
By S
as described would buy from again

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Sabtu, 20 Oktober 2012

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Rich Dad's Before You Quit Your Job: 10 Real-life Lessons Every Entrepreneur Should Know, by Kiyosaki.R.T., Lechter.S.L

The real secret to making money and reaching financial independence is not staying an employee, but starting a company and quickly developing it. This book is for aspiring entrepreneurs who need to know how to take those first crucial steps. In RICH DAD'S BEFORE YOU QUIT YOUR JOB, Robert T. Kiyosaki provides first-hand accounts of his own start-up companies, and what he learned from his failures and successes. Readers will discover: * How to determine whether an idea is a good one * How to write a solid business plan * Where to find OPM (Other People's Money) to finance that plan * How to incorporate for business and tax purposes * How to find key advisors to develop the plan * How to best launch the product or service * And more. The Rich Dad experts explain everything readers need to successfully start their own businesses.

  • Published on: 2009
  • Binding: Paperback
  • 294 pages

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This text is developed for the first course in Farm Management, typically taken by a junior/senior level student. Designed to introduce students to the key concepts on how to effectively manage a farm business, the seventh edition provides students with the basic information needed to measure management performance, financial progress, and the financial condition of the farm business.

  • Sales Rank: #208408 in Books
  • Brand: Brand: Science Engineering Math
  • Published on: 2011-02-04
  • Ingredients: Example Ingredients
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.40" h x 1.10" w x 7.30" l, 1.94 pounds
  • Binding: Hardcover
  • 480 pages
Features
  • Used Book in Good Condition

Most helpful customer reviews

4 of 4 people found the following review helpful.
Very useful for Farm Business classes
By BDK
I bought this book specifically for my farm business class because I knew I would put it to good use. The book is full of useful information valid to farming and economic decision making on the farm. I will definitely be keeping this book for future reference after I graduate.

1 of 1 people found the following review helpful.
Great actionable book
By Clement
This book is the best farm management book I've read by far. It's accessible but it also goes into a fair amount of details about how to implement practical systems to manage your farm. Overall a great book. Perhaps the only thing missing would be a chapter on modern farm management software, which is of great help these days, like [...] or more recently [...]

1 of 1 people found the following review helpful.
Course book
By M. Miller
Although I prefer to hire someone else to handle this work, this book was very informative and did a great job of explaining the processes for producing the best records for your farm business.

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Rabu, 17 Oktober 2012

[X241.Ebook] Download Microsoft Visual C# Step by Step (8th Edition) (Developer Reference), by John Sharp

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Microsoft Visual C# Step by Step (8th Edition) (Developer Reference), by John Sharp

Your hands-on guide to Microsoft Visual C# fundamentals with Visual Studio 2015
Expand your expertise--and teach yourself the fundamentals of programming with the latest version of Visual C# with Visual Studio 2015. If you are an experienced software developer, you’ll get all the guidance, exercises, and code you need to start building responsive, scalable Windows 10 and Universal Windows Platform applications with Visual C#.

Discover how to:

  • Quickly start creating Visual C# code and projects with Visual Studio 2015
  • Work with variables, operators, expressions, and methods
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  • Master the essentials of Visual C# object-oriented programming
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  • Create in-memory data queries with LINQ query expressions
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  • Streamline development with new app templates
  • Implement the Model-View-ViewModel (MVVM) pattern
  • Build Universal Windows Platform apps that smoothly adapt to PCs, tablets, and Windows phones
  • Integrate Microsoft Azure cloud databases and RESTful web services
About You
  • For software developers who are new to Visual C# or who are upgrading from older versions
  • Readers should have experience with at least one programming language
  • No prior Microsoft .NET or Visual Studio development experience required

  • Sales Rank: #49353 in Books
  • Published on: 2015-11-09
  • Released on: 2015-10-30
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.00" h x 1.70" w x 7.40" l, 2.85 pounds
  • Binding: Paperback
  • 816 pages

About the Author
John Sharp is a principal technologist at Content Master, part of CM Group Ltd., a technical authoring and consulting company based in Gloucester, in the UK. An expert on developing Microsoft .NET applications, he has created many tutorials, white papers, and presentations on distributed systems, web services, cloud applications, and the C# language. He is the author of Windows Communication Foundation Step by Step and helped develop Microsoft Certification Course 70-480: Programming in HTML5 with JavaScript and CSS3.

Most helpful customer reviews

13 of 14 people found the following review helpful.
Excellent! John Sharp really knows how to teach C#
By TraderGary
I retired early 15 years ago from being a Microsoft Windows Programmer. I wanted to see what was going on in the programming world today so I bought this book and downloaded Visual Studio 2015 Community. Windows programming today is a whole new ballgame from when I left. The tools are amazing and so is C#. The Kindle edition of this book running on my Nexus 9 tablet sitting next to my Microsoft Surface Book computer is really great. I'm very pleased with what John Sharp has done and I love the step-by-step approach John uses in his teaching. I'm really having a lot of fun with this combination.

I liked the Kindle edition so much that I ordered the paperback book too, but I sent it back to Amazon as unacceptable. After working with the Kindle edition on my Nexus 9 in glorious color, the paperback book in Black & White was a real letdown. Just try to follow the paperback's Black & White examples trying to see where the "yellow" highlighting and "green" cursors are and try to find the "red" squiggly lines and the "blue" icons. Why on earth would Microsoft Press screw up a great book like this with Black & White when it just cries out to be in color?

Don't bother with the more expensive Black & White paperback, get the less expensive Kindle edition and have full color.

2 of 2 people found the following review helpful.
Well written book with clean sample code
By Gamera
This is a well written book that covers quite a bit of ground in C#. While other reviewers at times have commented that they had difficulty with the sample code, I had none. Virtually all projects compiled perfectly with zero warnings let alone errors - as in zero errors. The book states clearly (or more accurately the errata) what you need to have downloaded. I am running Windows 10 with VS 2015 sp2 community edition. Also I have the AdventureWorks database installed on SQL Server 2014. I only have 6G of RAM on a Toshiba laptop
The ONLY difficulty I had was with Chapter 27 where the NuGet package manager had difficulties with the fact that I was running out of sample code zip-expanded too far down a directory tree. Apparently, it doesn't like full directory paths > a certain number (I think it was 288). So I copied the sample code directory to come off the C:\ drive. Problem disappeared and it compiled cleanly (aside from an unused "e" variable warning).

10 of 11 people found the following review helpful.
It's a smooth easy read for a very complex subject
By Rogue BJJ Prof
This book is very well written. It's a smooth easy read for a very complex subject. I've been programming in C# for a very long time but I bought it because I couldn't find a good book on UWP. I skipped right to the 4th section on UWP and I feel like I just found exactly what I needed. I'm looking forward to using it as reference.

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Minggu, 14 Oktober 2012

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  • Sales Rank: #23190 in Books
  • Brand: Brand: Good Success Publishing
  • Published on: 2011-08-14
  • Original language: English
  • Number of items: 1
  • Dimensions: 8.50" h x .39" w x 5.51" l, .48 pounds
  • Binding: Paperback
  • 182 pages
Features
  • Used Book in Good Condition

Most helpful customer reviews

7 of 7 people found the following review helpful.
A Fast that really works!
By Powderkeg42
The 40-Day Surrender Fast This is an excellent approach to fasting. The writer speaks from her experience as well as the experiences of 100 bloggers. This is an easy step by step 40 day journey to changing the things that block us from becoming our best selves. This book will help you to uncover the things that have you stuck and gives you the tools to personal success in your life, relationships, career, etc. Thanks Dr. Celeste for a fasting book that make you feel as though you are walking along side us through our journey. It is comforting to know that you have gone through this and received great success. I know this is possible for me as well.
Revision: I finally finished my fast and had some amazing breakthroughs. During my fast I wanted to have a breakthrough from procrastination and lack of consistency. I had been working on a certification that should have taken me 6 months to complete but was taking me over 2 years to finish. I couldn't seem to complete the tedious paperwork. I would start and then stop. As I prayed and completed the assignments in the "40 day Surrender Fast" book, I began to see some breakthroughs. On day 37, I completed my certification package and was notified yesterday that my certification was approved. Praise God for this breakthrough and Dr. Celeste for answering the call to write this annointed book. I highly recommend this book!

4 of 4 people found the following review helpful.
FOCUSED!
By NinaSimone
I was just finishing a 34 Day Daniel Fast and my "mission" was almost complete but still had a few bumps in the road. I decided to give up TV since I had just done food and Dr. Owens leaves the choice up to you. The TV seemed to be my biggest distraction in getting things done. Working through this book and listening to the conference calls every night really helped me focus and have an alloated amount of time to focus on God.

She gives scripture, "homework" and advice from a personal perspective letting you know that she just didn't write the book but she EXPERIENCED it! Thanks for taking us on this journey and allowing us to grow with you, it was great and I will definitely be joining again in September to work on a new "mission"

5 of 5 people found the following review helpful.
Surrender with Excellence
By Joy M. Briscoe
Dr. Owens approach to a unique way of fasting is EXCELLENT! The Surrender Fast is not just a fast, it's a LIFESTYLE. Now if ever I have a concern, worry or even a unusual, unexpected event to occur in life, I SURRENDER it and watch God come through every time. I have incorporated the Surrender Fast in my every day life, even when the designated time for the fast is over I enjoy repeatedly reading it as a daily devotional. If your looking for a NEW PERSPECTIVE on life, The 40 Day Surrender Fast will definitely give you one!

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Jumat, 12 Oktober 2012

[X741.Ebook] Free Ebook Sources of Chinese Tradition, Vol. 2 2nd (second) Edition

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Sources of Chinese Tradition, Vol. 2 2nd (second) Edition

  • Sales Rank: #1323462 in Books
  • Binding: Paperback

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Kamis, 11 Oktober 2012

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  • Sales Rank: #1898422 in Books
  • Published on: 2007
  • Number of items: 2
  • Binding: Hardcover

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Good text book at a good price
By Tom Velazquez
This is actually a pretty good textbook, with a lot of useful financial economic information, i really like the chapters on the fed and money supply

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Rabu, 10 Oktober 2012

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Gothic Sculpture, 1140–1300 (The Yale University Press Pelican History of Art Series), by Paul Williamson

This lavishly illustrated book is the first to examine the development of Gothic sculpture throughout Europe. It discusses not only the most famous monuments - such as the cathedrals of Chartres, Amiens, and Reims, Westminster Abbey, and the Siena Duomo - but also less familiar buildings in France, England, Italy, Germany, Spain, and Scandinavia. A synthesis of new research, interpretations, methodologies, and insights that have evolved over the last twenty years, the text is accompanied by hundreds of illustrations, including many photographs taken specially for the book. Together the text and the images provide a strikingly beautiful and authoritative survey for students and the general reader.

  • Sales Rank: #1609368 in Books
  • Published on: 1995-11-29
  • Original language: English
  • Number of items: 1
  • Dimensions: 11.68" h x 1.28" w x 8.88" l, 3.74 pounds
  • Binding: Hardcover
  • 320 pages

From the Back Cover
This lavishly illustrated book is the first to examine the development of Gothic sculpture throughout Europe. It discusses not only the most famous monuments - such as the cathedrals of Chartres, Amiens, and Reims, Westminster Abbey, and the Siena Duomo - but also less familiar buildings in France, England, Italy, Germany, Spain, and Scandinavia. A synthesis of new research, interpretations, methodologies, and insights that have evolved over the last twenty years, the text is accompanied by hundreds of illustrations, including many photographs taken specially for the book. Together the text and the images provide a strikingly beautiful and authoritative survey for students and the general reader.

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0 of 0 people found the following review helpful.
I recommend this book to everyone that is interested reading about ...
By Beatriz M. Killigan
I have just received this book and I can hardly stop reading it. I recommend this book to everyone that is interested reading about this era. I read both Gothic Architecture and Gothic Sculpture.
Good reading!
Beatriz

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Selasa, 09 Oktober 2012

[B890.Ebook] Download Ebook The Power of Ashtanga Yoga: Developing a Practice That Will Bring You Strength, Flexibility, and Inner Peace--Includes the complete Primary

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Ashtanga Yoga is a graceful, athletic type of yoga that has become extremely popular in recent years. Here, Kino MacGregor, a disciple of Sri K. Pattabhi Jois, the great modern guru who developed Ashtanga Yoga, gives a comprehensive view of the practice and shows how Ashtanga is fundamentally a path of spiritual transformation and personal development.

MacGregor delves into the history and tradition of Ashtanga Yoga and reveals how its philosophy manifests in contemporary lifestyle and dietary choices. She also explains the essential connection of breath, posture, and gaze that is the core of the practice. Her clear, step-by-step instruction of the Ashtanga Yoga Primary Series—including standing, seated, backbending, twisting, hip-opening, and closing postures—is a wonderful initiation for those who are new to the practice, and it will motivate experienced yogis toward perfection of the form. Throughout, MacGregor shares her own personal yoga journey and her devotion to yoga as a path of self-realization in a way that will inspire all practitioners.

  • Sales Rank: #41353 in Books
  • Brand: Brand: Shambhala
  • Published on: 2013-06-04
  • Released on: 2013-06-04
  • Original language: English
  • Number of items: 1
  • Dimensions: 11.00" h x .60" w x 8.50" l, 1.68 pounds
  • Binding: Paperback
  • 240 pages
Features
  • Used Book in Good Condition

Review
“The Power of Ashtanga Yoga accomplishes something fantastic . . . Kino manages to incorporate everything you ever wanted to know from a yogi. She seamlessly incorporates personal experiences, useful gems of wisdom, and detailed technical knowledge of the practice.”—Huffington Post

“Kino MacGregor is a dedicated student and teacher of Ashtanga Yoga and she has wonderfully shared her insights, thoughts, and guidance in this book.”—David Swenson, author of Ashtanga Yoga: The Practice Manual
 
“I highly recommend The Power of Ashtanga Yoga. Not only is it chock-full of practical advice and tips for the beginner and for those with injuries or obstacles, it also treats asana practice as a fine contemplative art by its emphasis on smooth, focused movement in and out of the postures in synch with the breath. Its presentation of the subtle and deeper aspects of yoga is clear and accessible, making this book useful for all types of practitioners.”—Richard Freeman, author of The Mirror of Yoga
 
“Kino MacGregor is gifted not only as a practitioner of asana but also as a writer and portrayer of the deeper aspects of yoga. She easily traverses such diverse terrains as spirituality, scripture, health, relationships, anatomy, and of course postural alignment and technique.”—Gregor Maehle, author of Ashtanga Yoga: Practice and Philosophy and Pranayama: The Breath of Yoga
 
“An excellent, well-researched book that explores the philosophical, spiritual, and physical dimensions of Ashtanga Yoga in a way that is informative, inspirational, non-dogmatic, and easy to understand.”—Tim Miller, Director of the Ashtanga Yoga Center, Encinitas, California
 
“In this marvelous book, Kino MacGregor shows us why she is so highly esteemed worldwide among Yoga teachers. She is not only a miraculously proficient practitioner, but also a skilled and compassionate teacher who knows the heart and essence of Yoga as a spiritual path leading to enlightenment.”—Jack Forem, author of Transcendental Meditation

“Anyone with an interest in yoga—from a bookstore browser to a dedicated practitioner—will find something to engage their mind, open their heart, and nourish their spirit in The Power of Ashtanga Yoga. Inspirational, heartfelt, and practical, it is an invaluable roadmap to your infinite potential.”—Frances Cole Jones, author of How to Wow 

About the Author
Kino MacGregor is one of only fourteen people—and the youngest woman—in the United States to receive certification to teach Ashtanga Yoga from its founder Sri K. Pattabhi Jois. She has an international following of her own, and a busy schedule of teaching gigs at seminars and yoga conferences worldwide. She is a life coach and has a Master's Degree from New York University. MacGregor and her husband, Tim Feldmann, are the founders of the Miami Life Center (www.miamilifecenter.com), where they teach daily classes, workshops, and intensives together. MacGregor was featured in Yoga Journal as one of the top twenty-one rising stars of yoga. Her website is www.kinoyoga.com.

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56 of 59 people found the following review helpful.
Ashtanga Primary Series for new and yet also long term practitioners
By A. J. Hall
I was so looking forward to this book that I contacted the publishers to ask for an advanced review copy for my Home Ashtanga Blog. This review is based on the copy they sent me last week.

If you are already familiar with Kino's teaching, take a moment and think what you were expecting and hoping Kino's book would be like.......yep, it's EXACTLY like that. Every posture crammed full of the tips, hints and encouragement we've come to expect from her DVDs and YouTube videos. Plus some surprises. Home Ashtangi's will love it, shala students too but teachers perhaps for the seemingly endless supply of ideas to help their students. This is Kino at her best.

Complete beginners might find the detail Kino goes into in the posture descriptions intimidating or overwhelming at first glance and yet these descriptions are made of step by step instructions and suggestions for making the full expression of the postures possible but more importantly safe. Read through them, take note of the cautions and explore the different suggestions and finer points of technique as you develop your practice.

This isn't a glossy picture book but a serious treatment of the nature, attainment and purpose of asana in the Ashtanga practice of the Krishnamachaya/Jois lineage. It has a strong focus on the spiritual or mindful dimension of the practice, of the energetics of practice, of the breath and the bandhas (as well as how to actually go about engaging and employing them).

No surprise to anyone who's followed Kino's work perhaps but yes there is a section on jumping back and through, the technique in Ashtanga for moving from one posture to the next with grace and elegance, including the challenging lotus jump back from postures like Kukkutasana and padmasana should you choose to explore it. This is found in a chapter on Strength : The Yoga of true power, where Kino looks more closely at the bandhas, the network of interlinked techniques, that can make a radical difference in all areas of your practice.

"...Over time you will be able to activate this whole network of movements in one fluid contraction". p175

Chapter 10 on Strength also includes a subsection on The Quiet Strength of a Woman's body.

"Contemporary dogma of what is possible for men and women contribute to what yoga practitioners believe is possible for male and female bodies. If you are a woman, you may wonder whether you are the wrong shape, size, weight, gender to be able to catapult your hips through the air and resign yourself to being just flexible. But this type of thinking undermines a true sense of the power for either gender.
In yoga there is an unfair assumption that all men effortlessly perform gravity-defying lifts and all women snake their way into positions a contortionist would envy. While the mind-set of teachers and students often perpetuates some traditional gender roles, reality tells a different story. There are men who are hyper mobile and unable to lift their butts off the ground, and there are women who are stiff as a board but can balance unwaveringly". Kino Macgregor -The Power of Ashtanga yoga p172

Kino is an enabler. This book is all about what is possible and, more practically, how it's possible as well as the possibilities this practice opens up. This enabling feeds through the whole book, every posture has a wealth of tips and hints for engaging X, facilitating Y and achieving Z. It's very much a hands-on book, the focus is on helping you not just to get into an asana but to achieve greater comfort and steadiness (in life as well as in practice). As such I find myself asking 'Who isn't this book for?' It's ideal for the beginner whether starting at in a shala or studio with a teacher or at home with a book and a dvd (she mentions the home practitioner, myself). But it's also for somebody who has practiced for a number of years and wants to not just tidy up the alignment of a posture but to achieve greater facility at every stage of the practice. Many of the instructions or rather suggestions that Kino includes I've come across before, most no doubt from her own Youtube channel and tutorials but never so many in one place and in and for every posture. As such this is also strikes me as an excellent resource for the teacher.

The Amazon preview shows the Chapter heading but not the subsections, these include

My yoga Journey
The heart of Ashtanga
Practical guidelines for yoga practice
Getting started in your practice
Listening to the wisdom of your body
The ancient origins of Yoga poses
The origins of Ashtanga Yoga
Ashtanga Spiritual practice
Ashtanga Physical practice
Finding your teacher
The heroic Healing journey of Yoga
How yoga poses really work
Drishti; single pointed gaze
Gazing with the lamp of knowledge
The Magic of the breath
Relax and breath into it
Ujjayi: The breath of life
Granthis
The ritual of Vinyasa
The Ashtanga yoga diet
The hidden power of food
Ahimsa; The Yogic Diet of Nonviolence
Ayurvedix Guidelines
Cleansing and Purification
Practice yoga. heal the planet. The spiritual Journey of Asana: Yoga beyond bending
Stretching your mind
Walking the spiritual path
Life lessons on the yoga superhighway
Revela your true self
Complete healing
Strength: The yoga of true power
The quiet strength of a woman's body
Bandhas
Mula bandha
Udiyana bandha
Foundation
Direction in strength
How to jump back
How to jump through
How to jump back from lotus position
Chakrasana
Opening mantra
Closing mantra
Sanskrit vinyasa count

Some examples here's

Kino on the breath...

"If you focus solely on attaining the asanas when you practice, you will most likely sacrifice the breath for the form, but the ends do not justify the means in Yoga. In fact, the means themselves are the ends. Yoga is about the journey and the process and if there is no space to allow a deep inhalation and exhalation to be your guide, there may never be space for you to be calm in your life" p27

"Each breath has four distinct components; the inhalations, the space between the inhalation and exhalation, the exhalation and the space between the exhalation and inhalation. It is important to give a gentle pause between the breaths so you float effortlessly for a moment between each inhalation and exhalation. When you advance to more in-depth breath work that includes holding or retaining the breath the space between breaths will be crucial." p28

Kino on Method

"The Ashtanga yoga practice recommends that you practice six days a week. traditionally, this practice was meant to be done in the Mysore style" in which you follow your own breath and movement rather than the guidence of a teacher leading a class through the same movements....Memorising the postures allows you to focus internally, which is the real goal of yoga. When you do not know what you are doing next your attention will always be on your teacher rather than within yourself. Once you memorise the sequence of postures that your teacher determines is right for you, the entire practice moves to a deeper, subconscious level" p12

...and on a Six day practice

"Taking a six-day- a-week practice is often hard for for new students, so I usually recommend that they begin with three days. Once they establish that level of regularity, they can add one day every six months until they reach the full six days a week. To make the transition from a fitness orientated approach to yoga to a devotional one, you need to practice consistently and regularly. A daily spiritual ritual in which you take time to connect internally to a deep sense of yourself requires dedication. The six day requirement is meant to develop the kind of mental, spiritual and devotional determination needed to progress along the internal path of yoga" p12

The Amazon preview looks mostly at the first couple of chapters but lets take a look at how the asana are treated in Part 2 of the book..

In many if not most of the postures, Kino is addressing Beginner, Intermediate and Advanced practitioners. In Ashtanga we all do Primary series on Friday's whatever series we may be practicing the rest of the week. Marichiyasana D, a deep twisting posture is a good example of this, Kino includes beginner modifications, a standard intermediate expression of the asana as well as the advanced version of the pose with both sit bones down on the mat. This is a unique feature of Kino's book I think, it's a reminder that we can approach this first series of Ashtanga as Intermediate and advanced practitioners. And besides, some Yoga practitioners may have no interest, for now at least, in exploring the more advanced Ashtanga series, Kino provides options for taking a more advanced approach to the Primary series.

I should perhaps also mention that the asana sections each have an introduction outlining the characteristics of the group of postures. So there's a Surynamaskara section, Standing section, seated, backbends and finishing.

There's also an appendix outlining the vinyasa count for every posture, showing which movement for which stage of the breath, nice and handy having it in a separate section. There's a practice cheat sheet at the back too of just the photos of the postures in the sequence and a nice, quite extensive, glossary too with a strong focus on how Pattabhi Jois would introduce these terms

This book is very much part of and of the tradition and yet not in anyway dogmatic, that's a neat trick. There is a lot going on in the book, it's smart but approachable. Kino seems to have a knack for presenting the practice in a way that draws you in yet without dumbing the practice down.

I'll be coming back again and again to the asana descriptions of course, I haven't been able to flick through the book without wanting to jump on the mat to try out one or more of the of the hints and/or suggestions, and as soon as I finish my practice I find I want to grab the book again to check how she approaches a particular asana or vinyasa that I may have felt could have been a little better in practice that morning.

But I'll also be coming back to it for the ideas around the physical elements of practice, many of them will strike you as surely obvious as if they are things we've known all along concerning the practice of Yoga yet never verbalised, timely and well put reminders of what is perhaps most important in the practice .

"If you approach your practice from the perspective of attaining the perfect asana, sooner or later you will fail. even the strongest and most flexible person will get injured or grow older one day. Eventually a new generation of stronger, more flexible students come through. When all this happens, it is not time to quit or punish yourself. Moments of perceived failure are often when the most yoga happens. Sometimes we have to gain the perfect yoga body and the perfect yoga poses just to 'lose" it to injury or age; thus, we see that the whole point of the journey has nothing to do with asana after all. Yoga asks you to tap into a place within yourself that has faith in results that are not immediately evident. " p52

26 of 26 people found the following review helpful.
Best Yoga Book on the Market
By Brian M Penny
Many yoga teachers seem to be afraid of imparting all of their knowledge. They hold back because they view their books, videos, etc. simply as marketing tools to get you into their classes. It's just merchandise, and you're just a consumer. This train of thought leads to these yogis holding back important information. Kino does the opposite, proving both her teaching ability and business savvy by explaining everything in as much detail as possible. Between her books and videos, she easily imparts more than 200 hours' worth of yogic wisdom for anyone willing to put in the effort. Instead of only giving you a sample in hopes that you'll come to her and give her your money like many other teachers, she gives every ounce of information she can fit into each situation she's teaching.

Because of her deep well of knowledge, The Power of Ashtanga Yoga works on its own as a teacher. In it, Kino manages to incorporate everything you ever wanted to know from a yogi. She seamlessly incorporates personal experiences, useful gems of wisdom, and detailed technical knowledge of the practice. Rather than bombarding you with an overload of technical information or droning on and on about generic information as most yoga books tend to do, Kino stops quite often to relate the information on a personal level. She manages this quite well because she doesn't hold back. Sometimes it feels like she knows the objections you have to a concept before even you do.

64 of 74 people found the following review helpful.
Good But Missing On Key Elements
By Infinite Mind
I have been practicing Ashtanga Yoga off and on for 10 years. I taught myself using Power Yoga by Beryl Bender Birch and then Ashtanga Yoga by David Swenson. Eventually I sought the assistant of a qualified instructor who seemed amazed that I learned this style via books. I am always looking to expand my knowledge of Ashtanga and seek that know-how wherever I can find it. I recently started to follow Kino online and think she is very thorough and knowledgeable when it comes to Ashtanga. Excited to get this book I took a trip to a local book store. As I stated Kino goes very in-depth about Ashtanga and the benefits of the practice as well as diet. The one area that she doesn't cover in great detail or much at all are the modifications for beginners and those who are not as open in certain areas of their bodies. Except for a few poses there are no in-depth explanation of modifications or accompanying photographs. The lack of modifications is where this book falls short for me, which is why I am surprised by all the 5 star ratings, which I find suspicious. David Swenson's Ashtanga Yoga has modifications for EVERY pose. Im surprised because in many of Kino's YouTube videos she offers modifications for many poses especially the Vinyasa. I'm sure for many folks learning from a qualified instructor is best, but there are always exceptions. I'd say this book is more to add to your Ashtanga Yoga library but not a definitive guide for practice.

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