From the editor

Colin Grimshaw

Applying neuroscience to advertising sounds too clinical, evoking men in white coats attaching electrodes to brains and reducing the craft of empathetic communication with fellow human beings to a 'functional magnetic resonance image'.

From the editor

Colin Grimshaw

SCIENCE MEETS ART

Science and art are rarely a good mix. Applying neuroscience to advertising sounds rather too clinical, redolent of hospitals with men in white coats attaching electrodes to brains, reducing the mystique behind the creative craft of empathetic communication with fellow human beings to a 'functional magnetic resonance image'.

Scepticism has predominated since neuromarketing first arrived on the scene a few years ago with some highly publicised media owner trials. Nothing much has happened since then, evidenced by the dearth of case studies that demonstrate the value of neuromarketing.

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