Tagged 'unconscious perception'

5 Creative Lessons from Neuroscience

Posted by Daniel Flamberg on September 29th, 2009 at 12:00 am

 It's always heart-warming when science validates the assumptions that underlie our thinking about creative messaging and media.
For years advertising agencies have been advising clients that disruptive or unexpected imagery seen, scanned or read with some frequency builds brand impressions. And that these impressions turn into awareness, preference, and purchases over time. Freud inferred that the unconscious mind picked up and processed as many signals as the conscious mind and on this basis the advertising industry developed rules of thumb about how, when and how often to intercept consumers and present brand messages.
Now brain researchers at Tel Aviv University have conducted experiments to prove this point. Professors Moti Salti, Dominique Lamy and Yair Ben-Haim documented that unconscious perception exists. A far cry from Freud's postulates about repressed trauma and childhood angst, the data suggests that our brains take in signals and process messages on several simultaneous levels of consciousness. Perhaps this explains why even those who skip the commercials and flip past the ads can recall brand logos and key copy points. According to Professor Salti, "You walk around and are exposed to many stimuli from all directions but are aware of very few."
The tests exposed participants to a... Read more