在这一讲中，我会带大家看看，为什么人们对于搜索广告的关注方式完全不同于电视和路边广告牌上的广告，尽管它们的神经学原理是完全一致的。
This week, I want to explore why those same mechanisms dictate that our search interactions are going to be completely different from engagement with a TV ad or a billboard.
不过某些课题对掌握神经学主要原理来说不是必须的。
It is organized in such a way, however, that excursions into special topics are not necessary for grasping the major principles of neural science.
通过这本书我们所描述了主要原理是，所有的行为都是神经活动的表达，这是从神经学角度对行为的理解。
Throughout this book we both document the central principle that all behavior is an expression of neural activity and illustrate the insights into behavior that neural science provides.
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