Mr Ball next treats us to a brisk description of the human eye (remember rods and cones from school biology?), an explanation of why Newton was right and Goethe wrong about the composite character of white light, and an account of the 19th-century regimentation of the continuous colour spectrum by means of colour wheels and other classifying devices.

ECONOMIST: Science and history of colour

Although one character makes light of his heart failure, he is presented as a ridiculous and unbalanced individual whose conduct here and elsewhere is unlikely to encourage emulation or the belief that this is a harmless and temporary potential side-effect.

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While the desire to pair humor with a commercial message has a long history in advertising-- Burger King's creepy King character and Bud Light's "Real Men of Genius" being sterling examples--the PR industry has demonstrated a sluggish embrace of yucks as a vehicle to deliver a message about companies, brands or issues.

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