Why grey matter matters

Roderick White

In this introduction to Admap’s focus on ‘the consumer brain’, Roderick White argues that many recent insights into how the brain processes and stores advertising (or fails to) resonate with earlier theories of how advertising works.

Why Grey Matter Matters

Roderick White

The last ten years have seen a dramatic increase in scientists' understanding of how human brains work. While this development has been driven to a substantial extent by the availability of new scanning equipment, linked to the analytic power of today's computers, it has also required input from cognitive scientists – the people who try to work out what the machinery being mapped is actually up to. The two disciplines go closely together, and neither is sufficient without the other: mind and brain are intimately linked, but different.

NEW LIGHT ON OLD THINKING

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