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Presentation given to Advertising club Hyderabad on 11.11.11NEUROSCIENCE AND ADVERTISING
NON LINEAR & RANDOM CHAOTIC STUFFFOCUS ON LEARNING INDUCED PLASTICITY NOT MEDICALLY DEFINED ONEIAM AN DIGITAL MIGRANT MORE...
The Eras we have traversed
Current era
You would notice• We are straddling 2 eras already• We are challenged in reconciling the  opportunities both these eras pr...
The Word Doc era explained
Photoshop Era
Photoshop + Excel Sheet stageTHEN I ESCAPED THE MEDIA SCENE
Into the advertising pot I fellFUSING DIRECT MAIL WITH MASS MEDIA
My journey with neuroscience• Spent 4 yrs of study – Brain Plasticity and  Listening• Worked with Next Generation (student...
Experience of working with Kids & Youth• Low attention spans• Instinctive• Wired to process Images & symbols
YOUNGER GEN SCORNED FOR THIS
Look closely…• Low attention      • Skills to  spans                multitask, sharper• Instinctive          minds• Wired ...
They have learnt how to learn      How did this happen ?
GAMING – THE REASON•   Focus – Persistence – Attention•   Memory – Processing – Sequencing•   Achievement and Dopamine rel...
HOW DOES THE BRAIN WORK?   BRAIN FEASTS ON CHALLENGE         REJECTS THREAT
BRAIN IS PLASTICIt constantly changes by processing    new challenges and changing
How does brain acquire skills?      Making of a cortical map
Memory typesSEMANTIC SEMATICMEMORIES    EPISODICMEMORIES            MEMORIES    PROCEDURAL     MEMORIES
They have learnt how to learn      How did this happen ?      BUSY EQUIPPING THEIR     PROCEDURAL MEMORIES
OUR CHALLENGE IS TO  LOW ATTENTION SPANS          Aka  RAPID LEARNING SKILLS
How to do it ?• Traditional Communication skills wont work• From TALK TO 2 TALK WITH• Fusing Science & Technology
UNKNOWN   FUTURE CAN    FREAK YOU     PRESENTEISIN SILSX T GKLW T EP O HL  N
From “TALK TO” 2 “TALK WITH”    Combining Social media with        traditional media
Fusing Science & Technology      Drills disguised as games    For autism, ADHD, dyslexia, depression and even for headaches
Experience of working with Kids & Youth• Low attention spans• Instinctive• Wired to process Images & symbols
Instinctive• Cake – Wine – Book experiment• The rise of impulse• Multi tasking is in
The travelling   brain.  Attainingautomaticity
Designed to fit the Human Hand                                Both are TechnologiesThe axe in use for 30000 generationsThe...
Like button with its own mind
Cognitive power of Digital Natives• Increase in cognitive demands have lead to  De centralization of the brain• They are n...
THE BODYTHE EYESTHE HANDTHE FINGER
I Phone
The future agencies            Biological specialists• Click specialists• Walk specialists
Will this change?• Efficient computing platforms (Molecular  Electronics, Photonics, Quantum computing  and DNA Computing)...
What does this mean?There will be an acceleration of       current trends.
Science has to meetSolution           ART & ENGINEERING
Some lessons from our culture When the consumer is impulsive we need to do the thinking on his behalf.        The thinker ...
Neuroscience in Advertising
Neuroscience in Advertising
Neuroscience in Advertising
Neuroscience in Advertising
Neuroscience in Advertising
Neuroscience in Advertising
Neuroscience in Advertising
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Neuroscience in Advertising

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Future communication experts must be able to handle scientific methods in order to be effective. This presentation is a simple view on how it can be done

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Transcript of "Neuroscience in Advertising "

  1. 1. Presentation given to Advertising club Hyderabad on 11.11.11NEUROSCIENCE AND ADVERTISING
  2. 2. NON LINEAR & RANDOM CHAOTIC STUFFFOCUS ON LEARNING INDUCED PLASTICITY NOT MEDICALLY DEFINED ONEIAM AN DIGITAL MIGRANT MORE OF A CHALK AND BLACK BOARD GUY HENCE PPT IS ABIT OF A STUGGLE.. SO BEAR WITH MEDISCLAIMER
  3. 3. The Eras we have traversed
  4. 4. Current era
  5. 5. You would notice• We are straddling 2 eras already• We are challenged in reconciling the opportunities both these eras present• NOW THE 3RD ERA, Biotech era, is at the door step
  6. 6. The Word Doc era explained
  7. 7. Photoshop Era
  8. 8. Photoshop + Excel Sheet stageTHEN I ESCAPED THE MEDIA SCENE
  9. 9. Into the advertising pot I fellFUSING DIRECT MAIL WITH MASS MEDIA
  10. 10. My journey with neuroscience• Spent 4 yrs of study – Brain Plasticity and Listening• Worked with Next Generation (students and young professionals• In the process of writing two books
  11. 11. Experience of working with Kids & Youth• Low attention spans• Instinctive• Wired to process Images & symbols
  12. 12. YOUNGER GEN SCORNED FOR THIS
  13. 13. Look closely…• Low attention • Skills to spans multitask, sharper• Instinctive minds• Wired to process • Doers Images & symbols • Breaking language barriers
  14. 14. They have learnt how to learn How did this happen ?
  15. 15. GAMING – THE REASON• Focus – Persistence – Attention• Memory – Processing – Sequencing• Achievement and Dopamine release• Pushing the bar – mastery of levels• COME CHALLENGE ME ATTITUDE
  16. 16. HOW DOES THE BRAIN WORK? BRAIN FEASTS ON CHALLENGE REJECTS THREAT
  17. 17. BRAIN IS PLASTICIt constantly changes by processing new challenges and changing
  18. 18. How does brain acquire skills? Making of a cortical map
  19. 19. Memory typesSEMANTIC SEMATICMEMORIES EPISODICMEMORIES MEMORIES PROCEDURAL MEMORIES
  20. 20. They have learnt how to learn How did this happen ? BUSY EQUIPPING THEIR PROCEDURAL MEMORIES
  21. 21. OUR CHALLENGE IS TO LOW ATTENTION SPANS Aka RAPID LEARNING SKILLS
  22. 22. How to do it ?• Traditional Communication skills wont work• From TALK TO 2 TALK WITH• Fusing Science & Technology
  23. 23. UNKNOWN FUTURE CAN FREAK YOU PRESENTEISIN SILSX T GKLW T EP O HL N
  24. 24. From “TALK TO” 2 “TALK WITH” Combining Social media with traditional media
  25. 25. Fusing Science & Technology Drills disguised as games For autism, ADHD, dyslexia, depression and even for headaches
  26. 26. Experience of working with Kids & Youth• Low attention spans• Instinctive• Wired to process Images & symbols
  27. 27. Instinctive• Cake – Wine – Book experiment• The rise of impulse• Multi tasking is in
  28. 28. The travelling brain. Attainingautomaticity
  29. 29. Designed to fit the Human Hand Both are TechnologiesThe axe in use for 30000 generationsThe mouse changes every 5 years
  30. 30. Like button with its own mind
  31. 31. Cognitive power of Digital Natives• Increase in cognitive demands have lead to De centralization of the brain• They are not zombies walking about hallucinated .. They have their brains all over their body
  32. 32. THE BODYTHE EYESTHE HANDTHE FINGER
  33. 33. I Phone
  34. 34. The future agencies Biological specialists• Click specialists• Walk specialists
  35. 35. Will this change?• Efficient computing platforms (Molecular Electronics, Photonics, Quantum computing and DNA Computing)• Artificial Intelligence, teleportation• Evolution will replace engineering• Value creation at the molecular level
  36. 36. What does this mean?There will be an acceleration of current trends.
  37. 37. Science has to meetSolution ART & ENGINEERING
  38. 38. Some lessons from our culture When the consumer is impulsive we need to do the thinking on his behalf. The thinker always win
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