Saturday, April 01, 2006

Ad-Busting Brain

From Seed Magazine:

Study shows that some words used in consumer branding only dig so deep into the brain.

by David Cohn • Posted March 22, 2006 11:48 AM

In news that must be distressing to advertisers spending an average of over $350,000 to produce a national 30 second commercial, a study examining the neural response to brand personality suggests that consumers aren't buying the hype.


The finding indicates that the anthropomorphizing of brands often used in commercials isn't humanizing a product, and thus, the ad is falling on deaf ears.

Read the rest here.

It has implications for those who advertise on the Net.

I noticed that Seed is also advertising a Science Writing Contest--their first annual. This is intended to inspire writers to think critically about the state of science in America.


Amidst emerging competitive threats from abroad (China and India in particular) and heated debates over intelligent design, stem cells and climate change: What is the future of science in America? What should the US do to preserve and build upon its role as a leader in scientific innovation?

I bet readers and consultants on this blog could pen some great "overviews" and solutions on that topic. Winners get their essays published in the magazine and a little bit of cash.