Video: 'Return To Sender' Recycling

As part of the "Clean and Green" series, Danny Lipford visits Doris Renfro, of Columbiana, Ohio, to talk about her simple and effective way of dealing with junk mail.

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Video: New Orleans Health

In this only-on-the-Web video, New Orleans is having trouble holding enough health providers to meet the needs of the area. The region is still recovering from Hurricane Katrina which slammed the U.S. Gulf Coast two years, flooding most of the city.

Katie Couric interviews the chief of staff of a New Orleans hospital.

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Video: Lawyer Offers Tips For Internet Safety For Kids

A lot of effort has gone in the last few years to create software and other tools to help protect kids as they surf the Internet.

Yet the Web still has its pitfalls.

Harry Smith of CBS News talks to Internet privacy and security lawyer Parry Aftab about what parents can do to keep their children safe as they use the Web and social sites like MySpace.

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Handling Stubborn Kids

For those of us with kids who want to do things their way, Maggie Rodriquez talks with Josh Lerman from Parenting magazine about how to deal with stubborn kids and how to set examples for them to follow.

This CBS News should be required viewing for all parents.

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Brain Scans To Show Which Super Bowl Ads Score

A scientist and a research company will use brain scans of viewers to test the effectiveness of ads shown during Sunday's Super Bowl game.

FKF Applied Research, LLC and Marco Iacoboni of the UCLA Ahmanson Lovelace Brain Mapping Center will undertake their second annual ranking of the most effective Super Bowl ads using fMRI brain imaging.

They will monitor activity in regions of the brain known to help control whether a consumer will buy or reject a pitch, and will provide color images showing these reactions. The fMRI displays activity in parts of the brain responsible forelemental responses, including wanting, reward, surprise, fear, disgust, conflict, and attempts to control emotions, the researchers say.

Super Bowl XLI will pit the Chicago Bears against the Indianapolis Colts.

CBS said it's close to selling out ad time for the Super Bowl, which often draws imaginative ads that companies hope make a big impression on consumers. CBS reportedly is asking $2.6 million for a single 30-second Super Bowl spot. Coca-Cola, Emerald Nuts, Careerbuilder, FedEx and GoDaddy.com, Honda, Toyota and GM's Chevrolet division, have all bought Super Bowl ad time, according to reports.

FKF Applied Research and Iacoboni's group at the UCLA Ahmanson Lovelace Brain Mapping Center recruit advertising's prime target viewers, men and women ages 18-34, to watch the Super Bowl ads as they air during the game.

The subjects view the ads while in UCLA's high-field fMRI scanner, which measures real-time the activity in their brains.

"Many of the forces that determine how people feel and act are very automatic: they can't tell you exactly what is going on deep in their brain any more than they could tell you what is happening in their heart," says Joshua Freedman, assistant clinical professor of psychiatry at UCLA and co-founder of FKF Applied Research. "Pundits and polls certainly can'taccess this information either -- fMRI lets us see how people are actually reacting to the ad."

Freedman says that last year's Sierra Mist ad was a big hit in people's brains, but commentators overlooked it. "Research is confirming what seems obvious in hindsight -- buying or not buying isdetermined by activity in the peoples' brains," he says.



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Instant Panel Rates Bush's Speech

When surveyed immediately after Tuesday night's State of the Union address, 82% of those who watched the speech approved of President Bush's proposals, but 68% say they
doubt the President will be able to accomplish all of his goals; both percentages are on a par with results from the same survey last year.

These are among the findings of a CBS News/Knowledge Networks poll based on a scientific sample of television viewers of the event. CBS News has featured the survey results -- which were obtained using Knowledge Networks' KnowledgePanel --in its Web coverage of President Bush's address.

The scientific poll uniquely supports an analysis of the impact of President Bush's address on the opinions of viewers, who indicated that:

-- 59% believe that President Bush and the Democratic Congress will not be able to work together on a bipartisan agenda
-- 16% say President Bush's Iraq strategy is "very likely" to be effective, while 42% say it is "somewhat likely to succeed"
-- 67% feel President Bush will make the right decisions about energy conservation, and 56% are in agreement with his handling of immigration

Perceptions of Republicans and Democrats were quite different on many key points; while 52% of Republicans said President Bush would be able to achieve all of the goals in his speech, just 17% of Democrats concurred.

Similarly, 30% of Republicans said Bush's Iraq strategy was "very likely to succeed," compared to just 6% of Democrats. Further, Democrats and independents were less likely than Republicans to think that President Bush will make the right decisions about U.S. energy conservation and consumption; proportions were 50% (Democrats), 63% (independents), and 88% (Republicans).

To obtain a valid assessment of reactions to the address, a random sample of the nationwide online research panel, KnowledgePanel, was asked in the few days before the speech about their intentions to view and their opinions on national policy. Those intending to view the President's
speech were invited to provide their opinions immediately after the address, with survey results delivered to CBS News in less than 15 minutes.


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