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.

snip

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.

AD:

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.