Neuroscience and advertising: The essence of an ad

Charles Young

Examining brain activity while a consumer watches a TV commercial highlights the areas of true engagement.

Neuroscience and advertising: The essence of an ad

Charles YoungAmeritest

Careful analysis of how viewers interpret and respond to ads shows us that their search for meaning is not always a linear process.

The continued use of neuroscience in advertising research is likely to exacerbate the current schism between advertising creatives and advertising researchers by highlighting the differences between two opposing views of human perception. The Gestalt viewpoint, held by most creatives, is that an ad must be understood as a unified whole that is more than the sum of its parts. The other, analytic viewpoint, is implicit in...

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