Volkswagen. The name means "people's car" in German, which would certainly be just another bit of trivia, barely capable of arousing even a passing interest, except for its absolute accuracy, remarkable in the modern marketing lexicon of dazzling product names and slogans for its simple, irrefutable truth. For if any car is truly of the people, it's the Volkswagen Beetle. On the whole, the car resembles nothing more than a great, eager-to-please pet, and yet it owes its existence to Adolf Hitler, who dreamed of an affordable, mass-produced car for the German worker. Happily, this was the extent of the little Beetle's association with the dictator, as production of the car was immediately turned over to the brilliant automotive engineer, Ferdinand Porsche. Porsche's original design was inspired by an egg; obviously, he "got" the Beetle. Still, the road from Porsche's early designs, through World War II, American liberation and British occupation was a long one, and the Beetle that first captured the hearts of drivers all over the world wouldn't appear until 1951. Even then, the car that would eventually become the official car of the revolution and a genuine 20th-century icon took a while to catch on. It wasn't until VW's legendarily clever and unconventional advertising campaigns that the car really became synonymous with the vibrant, unrestrained generation that made it their hallmark. But even that doesn't explain the enormous popularity of the car, or the fondness it inspired in its owners, or the simple way that just the sight of it could lift your spirits. The secret is this: the Beetle was the first car with a soul. Engagingly and authoritatively written, deliciouslydesigned and featuring more than 300 gorgeous color and black & white photos, this is the long-awaited record of the Volkswagen Beetle, from its earliest beginnings to its latest rebirth. Along the way you'll find examples of the priceless ad campaigns, a chronicle of the growing subculture of Beetle restorers and modifiers, and a complete timeline of the creation of the new Beetle. Like the car itself, this book is not only the history and celebration of an automobile, it's also a vital record of our society's changing image of itself.
Everything you ever need to know about making it as a scientist. Despite your graduate education, brainpower, and technical prowess, your career in scientific research is far from assured. Permanent positions are scarce, science survival is rarely part of formal graduate training, and a good mentor is hard to find. In A Ph.D. Is Not Enough! , physicist Peter J. Feibelman lays out a rational path to a fulfilling long-term research career. He offers sound advice on selecting a thesis or postdoctoral adviser; choosing among research jobs in academia, government laboratories, and industry; preparing for an employment interview; and defining a research program. The guidance offered in A Ph.D. Is Not Enough! will help you make your oral presentations more effective, your journal articles more compelling, and your grant proposals more successful. A classic guide for recent and soon-to-be graduates, A Ph.D. Is Not Enough! remains required reading for anyone on the threshold of a career in science. This new edition includes two new chapters and is revised and updated throughout to reflect how the revolution in electronic communication has transformed the field.
Trade publishers are those who publish books to be sold in bookstores -- both hardcover volumes and higher priced 'quality' paperbacks. Mass market publishers produce inexpensive paperbacks to be sold in such nontraditional outlets as newsstands and supermarkets, as well as in bookstores. Peter Dzwonkoski writes in this DLB volume's foreword that beginning with the formation of Pocket Books in 1939, America has witnessed the phenomenon known as the 'Paperback Revolution,' which has made literature available to more readers than ever before. Volume 46 of DLB tracks the growth and development of trade publishing from the early decades of the 20th century through to the present.200 entries include: Atheneum Publishers, The Atlantic Monthly Press, CityLights Books, Dramatists Play Service, Farrar, Straus and Giroux, Grove Press, Alfred A. Knopf, McGraw-Hill, W.W. Norton and Company, Sheed and Ward, Simon and Schuster, UptonSinclair, Time-Life Books, Vanguard Press and The Viking Press.
For most people, the global war over genetically modified foods is a distant and confusing one. The battles are conducted in the mystifying language of genetics. A handful of corporate "life science" giants, such as Monsanto, are pitted against a worldwide network of anticorporate ecowarriors like Greenpeace. And yet the possible benefits of biotech agriculture to our food supply are too vital to be left to either partisan. The companies claim to be leading a new agricultural revolution that will save the world with crops modified to survive frost, drought, pests, and plague. The greens warn that "playing God" with plant genes is dangerous. It could create new allergies, upset ecosystems, destroy biodiversity, and produce uncontrollable mutations. Worst of all, the antibiotech forces say, a single food conglomerate could end up telling us what to eat. In Food, Inc., acclaimed journalist Peter Pringle shows how both sides in this overheated conflict have made false promises, engaged in propaganda science, and indulged in fear-mongering. In this urgent dispatch, he suggests that a fertile partnership between consumers, corporations, scientists, and farmers could still allow the biotech harvest to reach its full potential in helping to overcome the problem of world hunger, providing nutritious food and keeping the environment healthy.