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For anyone who has endured clichéd, condescending, uncomprehending, or otherwise aggravating depictions of classical music in American TV ads—the snobs at the symphony, the sopranos screaming under Valkyrie helmets, the badly edited bowdlerizations of the “Ode to Joy”—a new ad for the Apple iPad featuring the conductor and composer Esa-Pekka Salonen may come as a pleasant shock. It is, first of all, a cool, elegant piece of work—not surprising, given Apple’s distinguished history of television propaganda. Salonen is shown receiving inspiration for a passage in his Violin Concerto and trying it out in his iPad; then, after a montage of scenes in London and Finland, we see the violinist Leila Josefowicz and the Philharmonia Orchestra, of London, digging in to the score. More notably, it is musical: the concerto dictates the rhythm of the editing, and the correlation between notation and sound is made excitingly clear.

Salzman first became interested in wine when he was a graduate student at Stanford University studying neuroscience (Ph.D.) and psychiatry (M.D.). “I was corrupted by some people who were very serious about wine,” he told me. Together, they would host wine tastings and travel to vineyards. Over time, as his interest in wine grew, he began to think about the connections between his tastings and the work he was doing on the ways in which emotion colors the way our brains process information. “We study how cognitive and emotional processes can affect perception,” he said. “And in the case of something like wine, you have the perfect example: even before you open a bottle to experience the wine itself, you already have an arbitrary visual stimulus—the bottle and the label—that comes with non-arbitrary emotional associations, good and bad.” And those emotional associations will, in turn, affect what we taste.

In one recent study, the Caltech neuroscientist Hilke Plassman found that people’s expectations of a wine’s price affected their enjoyment on a neural level: not only did they report greater subjective enjoyment but they showed increased activity in an area of the brain that has frequently been associated with the experience of pleasantness. The same goes for the color and shape of a wine’s label: some labels make us think that a wine is more valuable (and, hence, more tasty), while others don’t. Even your ability to pronounce a winery’s name can influence your appreciation of its product—the more difficult the name is to pronounce, the more you’ll like the wine.

For experts, though, the story is different. In 1990, Gregg Solomon, a Harvard psychologist who wrote “Great Expectorations: The Psychology of Expert Wine Talk,” found that amateurs can’t really distinguish different wines at all, but he also found that experts can indeed rank wines for sweetness, balance, and tannin at rates that far exceeded chance. Part of the reason isn’t just in the added experience. It’s in the ability to phrase and label that experience more precisely, a more developed sensory vocabulary that helps you to identify and remember what you experience. Indeed, when novices are trained, their discrimination ability improves.

Teachers have complained about "cheating watches" being sold online to give students an unfair advantage in exams.These digital watches include an "emergency button" to quickly switch from hidden text to a clock face.The watches hold data or written information which can be read in exams.But a deputy head from Bath has warned about the scale of this "hidden market" and says it could tempt stressed students into cheating.

The researchers culled tens of thousands of photos from an online-dating site, then used an off-the-shelf computer model to extract users’ facial characteristics—both transient ones, like eye makeup and hair color, and more fixed ones, like jaw shape. Then they fed the data into their own model, which classified users by their apparent sexuality. When shown two photos, one of a gay man and one of a straight man, Kosinski and Wang’s model could distinguish between them eighty-one per cent of the time; for women, its accuracy dropped slightly, to seventy-one per cent.