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PERSUASIVE ADVERTISING: Evidence-based Principles by J. Scott Armstrong, faculty (Palgrave Macmillan, 2010. $85.)  Should advertisements mix rational appeals with emotional ones? How do you determine whether a product would be better served by an expert’s testimony or a celebrity endorsement? These and many other key, practical questions are examined by Armstrong, a professor of marketing at Penn, who has spent 16 years creating an evidence-based guidebook for advertisers, one that translates the research from some 3,000 studies and 50 books into concrete principles. BUY THIS BOOK

SHAPING AMERICA: The Supreme Court and American Societyby Edward F. Mannino C’63 L’66(University of South Carolina Press, 2009; $44.95.) Some 150 Supreme Court decisions that have affected American society—from Marbury v. Madison to Boumediene v. Bush—are examined here, along with the historical forces and personalities that led to those decisions. Mannino, a practicing trial lawyer and legal historian who has taught at Penn and Temple University Law School, gives particular attention to tracing the historical shifts in the court’s rulings on business and religion.BUY THIS BOOK

TREAT LOVE KINDby Jay Matsueda W’95 (wudwink, 2011. $12.) The sophomore release by LA-based singer/songwriter Jay Matsueda is an eclectic collection of subtly emotive but passionate songs in the spirit of Jeff Buckley. Featuring an impressive array of supporting musicians, the album mixes seemingly disparate musical genres into a cohesive, effective whole.  BUY THIS CD

DON’T STALK THE ADMISSIONS OFFICER: How to Survive the College Admissions Process Without Losing Your Mind by Risa Lewak C’98 (Ten Speed Press, 2010. $13.99.) A wry, well-informed guide to navigating the high-stress insanity known as the college admissions process. Lewak—a former pre-admissions counselor and recruiter at Hunter College who leads workshops for prospective college students and their parents—offers humorous but practical advice about deciding between the SAT and the ACT, getting a glowing teacher recommendation, choosing the right school, and crafting a standout essay. BUY THIS BOOK

GLIMPSES INTO MY OWN BLACK BOX: An Exercise in Self-Deconstructionby George W. Stocking Jr. Gr’60 (University of Wisconsin Press, 2010. $24.95.) Having spent his professional lifetime exploring and deconstructing the field of anthropology, Stocking—the Stein-Freiler Distinguished Service Professor Emeritus at the University of Chicago—turns his deconstructive lens toward himself. He discusses his leftist politics—“I came to view my Communist Party days as the continuation of a powerfully oedipal adolescent rebellion”—and his seven years under surveillance by the FBI, as well as his “challenging intellectual awakening” as a doctoral student at Penn under Murray Murphey. BUY THIS BOOK

BASEBALL KARMA AND THE CONSTITUTION BLUESBy Ronnie Norpel W’84 (Three Rooms Press, 2010. $15.95.)  Mary Katherine (“Mick”) Carmichael follows baseball with a fervor that borders on the religious: as a fan, as an employee of the Constitution Blues (based on a certain Major League Philadelphia franchise), and as the love-interest of a caddish member of the team. In this “ficto-memoir,” Norpel—a passionate fan and student of the game—gives a fresh perspective on the inside world of big-league ball: that of a smart, vulnerable, high-spirited young woman. BUY THIS BOOK

INVITING FAMILIES INTO THE CLASSROOM: Learning from a Life in Teaching By Lynne Yermanock Strieb CW’61 (National Writing Project and Teachers College Press, 2010. $18.) Drawing on thousands of documents (including notes to and from parents about their children) that she kept during her 31 years as a public elementary-school teacher in Philadelphia, Strieb draws a detailed, nuanced picture of a teacher’s life. Though she doesn’t sugarcoat the difficulties, the lessons she learns from each incident are illuminating. BUY THIS BOOK

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