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Definition: Cupid is the Roman love god associated with the cherubic archer of Valentine's Day. Cupid is also the fully adult god associated with Psyche in the story of the marriage of Cupid and Psyche, our first record of which comes from the Golden Ass of Apuleius, and was retold in C.S. Lewis' Till We Have Faces. The story of Cupid and Psyche has also interested Jungian psychologists, including Erich Newman and Marie-Louise Von Franz. Cupid is the son of the Roman goddess of love and beauty Venus. The Roman love god is Eros.


n 1957, marketing executive James Vicary claimed that during screenings of the film Picnic, the words “eat popcorn” and “drink Coca-Cola” were flashed on the screen every five seconds for 1/3,000 second—well below the threshold of conscious awareness. Vicary said soda and popcorn sales spiked as a result of what he called “subliminal advertising.”

Psychologists had been studying subliminal messages since the late 19th century. It was Vicary’s ideas, presented in Vance Packard’s 1957 best seller, The Hidden Persuaders, that catapulted the concept of subliminal advertising into the public consciousness. Even though in a 1962 interview with Advertising Age Vicary admitted that the amount of data he’d collected was “too small to be meaningful,” subliminal messages continued to attract public—and commercial—interest.

In 1974, the FCC held hearings about the perceived threat of subliminal advertising and issued a policy statement saying that “subliminal perception” was deceptive and “contrary to the public interest.”
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Concerns about subliminal advertising continued for decades. As recently as 2000 during the presidential race, the Republican National Committee ran an ad attacking the policies of Al Gore in which the word rats briefly flashed on the screen. Many suspected subliminal intent, which the ad’s creator denied.

Matthew Erdelyi, a psychology professor at Brooklyn College, says that while Vicary’s methods were controversial, new studies continue to suggest the use of subliminal perception in advertising could be effective. “There’s a lot of interest, but the subject matter is a little bit taboo,” he says. Still, if subliminal messages in advertising have a resurgence in the future, “nobody should be terribly surprised.”

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An icy landscape studded with frozen lakes, the wintry terrain of southern Finland appears to be the birthplace of ice skating.

To trace the sport’s origins, researchers studied remnants of bone-and-leather skates found throughout northern Europe and dating to at least 2000 B.C. They re-created these ancient skates and gave them to volunteers, who glided on ice while scientists measured the energy spent. Then the researchers entered findings in a computer program that simulated journeys through five different European regions. For each region, the computer calculated the energy spent by travelers who walked around every lake as opposed to those who skated across them.

In places where lakes are relatively uncommon, like northern Germany, a human making a 10-kilometer trek would have saved two or three percent of his energy by skating across frozen lakes. But in southern Finland, there are so many lakes that those with skates could save as much as 10 percent of their metabolic energy.
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“These tools were used for traveling and to save energy and time when people had to go hunting and fishing,” said Federico Formenti, a human locomotion biomechanist at the University of Oxford and one of the study’s authors. “The energy saved in the southern area of Finland was far greater than the energy saved in any other area,” making it the most likely birthplace of the ice skate.

But the Finns don’t get all the credit, Formenti says. The next big innovation—the more efficient wooden skates with steel blades—likely originated in the Netherlands, where extensive, man-made canals provided new skating opportunities.

THE STUDY
“Emotional Well-Being Does Not Predict Survival in Head and Neck Cancer Patients” by James Coyne et al., published in the December 1, 2007, issue of Cancer.

THE QUESTION
Do emotions influence a cancer patient’s prognosis? In one of the largest, longest, and most controlled studies of its kind, researchers investigated whether the emotional state of cancer patients has any relationship to their survival.

THE METHODS
University of Pennsylvania psychologist James Coyne and his colleagues followed 1,093 adults, all of whom had advanced head and neck cancer with nonspreading tumors. All patients received standardized medical care through clinical trials run by the Radiation Therapy Oncology Group (RTOG).
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