Each day we are bombarded with branding and repetitive advertising. Is it feasible that we dutifully soak up visuals and messages and store them accurately?

An experiment tested the concept by examining our memory of the ubiquitous Apple logo and our perceived ability for recall.  

Apple has long been a logo recognized the world over and now it is riding a wave of unparalleled fan adulation, with people standing in line for hours just to overpay for phones, tablets and watches and the aesthetic self-identification the logo brings.

Most animals have a dorso-ventral (back-to-belly) body axis which determines the position of the central nervous system - dorsal in humans, ventral in insects.

Though there are obviously morphological differences, the same signaling molecules of bone morphogenetic protein (BMP) molecules establishes the dorso-ventral axis including the central nervous system in both insects and vertebrates, which led to the conclusion that this molecular mechanism was already present in the common ancestor. 

Tracing the origin of the dorso-ventral axis has not been easy but sea anemones have provided some answers.

Incessant mountain rain, snow and melting glaciers in a comparatively small region of land that hugs the southern Alaska coast and empties fresh water into the Gulf of Alaska would create the sixth largest coastal river in the world if it emerged as a single stream, a recent study shows.

Since it's broken into literally thousands of small drainages pouring off mountains that rise quickly from sea level over a short distance, the totality of this runoff has received less attention, scientists say. But research that's more precise than ever before is making clear the magnitude and importance of the runoff, which can affect everything from marine life to global sea level.

Trauma is responsible for more global deaths annually than HIV, malaria and tuberculosis combined. Yet healthcare systems in many countries are missing out on life-saving treatments learnt on the battlefield, according to a review by King's College London and published today in the Journal of the Royal Society of Medicine.

Medical advancements made by the military in times of conflict, are increasingly seen in the hospitals of high income countries but are being missed in poorer countries, where trauma is the leading cause of death in young people. Many innovations by frontline doctors in stabilising and treating severely wounded soldiers could be adapted for use in other healthcare settings.

Using melatonin could provide more and better quality sleep compared to using an eye mask and earplugs in a simulated noisy and illuminated environment, according to research published in open access journal Critical Care. This study was carried out on healthy subjects but could have future implications for intensive care unit (ICU) patients.

Melatonin is the hormone secreted by the body to regulate sleep, usually in periods of darkness. Synthetically produced melatonin is used to boost the body's own melatonin levels to treat some sleep disorders, and sometimes as a means of overcoming jet lag. In ICUs, disturbances throughout the night, caused by noise and light, have been linked to slower recovery. This has led clinicians to investigate ways of reducing sleep disturbances.

Canadian taxpayers could save billions by the introduction of a universal public drug plan to provide prescriptions to all Canadians, according to a paper in the Canadian Medical Association Journal. Canada is the only developed country with universal health insurance that does not also offer universal prescription drug coverage.