Neural activity media

Joe Mandese

This month, my column has got some extra special attention from my brain. And I think yours will be a little more stimulated than usual after reading it. That's because this column is, quite literally, about our brains and how they process the information we get from various media – sight, sound, motion, data – and turn it into the thoughts and emotions that determine how we think about and relate to media content, including brands, advertising and other forms of brand communications.

When you read that opening paragraph, millions of neurons were firing in your brain, most of which had nothing to do with what I just wrote, but some of which helped shape the fact that you are now thinking about how your brain processed the thoughts you are having now.

Neuroscientists tell me the thoughts are coming from the pre-frontal cortex and language centres of your brain – the areas that help you process visual information. But the process isn't that simple, because innumerable other brain functions occur simultaneously, and in order for your brain to get the full effect of this article, it has had to suppress certain emotion centres that would otherwise come into play.