Straight to the Heart, er, Brain
Sitting there with all this tech equipment and not really knowing how to justify it, researchers have opened a new and wonderful page in medical science: they're doing brain scans to see what makes Democrats and Republicans different from each other. Why? Do they suspect some clinical reason for partisanship? Well, yes, but the reason they want to find out is so they can help political consultants get straight to the heart, er, um, brain of the matter and, perhaps, literally, change your mind.

Imagine if you will, you get a warm fuzzy feeling about John Kerry and up pops a little thought balloon with Bill Bennett explaining how wrong you are. Or, have a good thought about George Bush and, shazzam!, there's Bob Beckel in your head with his soundbyte of the day! Called "neuromarketing," the techniques is already used as a marketing tool for cars and is being used to determine if the choice between Coke or Pepsi is a matter of culture or taste. It's also raising ethical hackles. (Now there's something else they can scan for...)

Think it stops at politics? Nah... Google the words, "the brain" and you come up with this:
The Brain
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Sad, sad, sad....

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