ANN ARBOR — The metaphor is an old one in Western civilization—the head represents rationality and the heart represents emotion. The link is often made in speech and literature by pointing at one’s head (thinking) or at one’s chest (feeling). (more…)
In “before” and “after” photos from advertisements for wound-healing ointments, bandages and antibiotic creams, we see an injury transformed from an inflamed red gash to smooth and flawless skin.
What we don’t appreciate is the vital role that our own natural biomolecules play in the healing process, including their contribution to the growth of new cells and the development of new blood vessels that provide nutrients to those cells. (more…)
Study on smokers’ brains may mark dawn of a new age in advertising
Advertisers and public health officials may be able to access hidden wisdom in the brain to more effectively sell their products and promote health and safety, UCLA neuroscientists report in the first study to use brain data to predict how large populations will respond to advertisements.
Thirty smokers who were trying to quit watched television commercials from three advertising campaigns, which all ended by showing the phone number of the National Cancer Institute’s smoking-cessation hotline. They were asked which commercials they thought would be most effective; they responded that advertising campaigns “A” and “B” would be the best and “C” would be the worst. (more…)
Several specific regions of our brains are activated in a two-part process when we are exposed to deceptive advertising, according to new research conducted by a North Carolina State University professor. The work opens the door to further research that could help us understand how brain injury and aging may affect our susceptibility to fraud or misleading marketing.
The study utilized functional magnetic resonance imaging (fMRI) to capture images of the brain while study participants were shown a series of print advertisements. The fMRI images allowed researchers to determine how consumers’ brains respond to potentially deceptive advertising. “We did not instruct participants to evaluate the ads. We wanted to mimic the passive exposure to advertising that we all experience every day,” says Dr. Stacy Wood, Langdon Distinguished Professor of Marketing at NC State and co-author of a paper describing the research. (more…)
