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

1. Presentation given to Advertising club Hyderabad on 11.11.11
NEUROSCIENCE AND ADVERTISING

4. NON LINEAR & RANDOM CHAOTIC STUFF
FOCUS ON LEARNING INDUCED PLASTICITY NOT MEDICALLY DEFINED ONE
IAM AN DIGITAL MIGRANT MORE OF A CHALK AND BLACK BOARD GUY HENCE PPT IS A
BIT OF A STUGGLE.. SO BEAR WITH ME
DISCLAIMER

5. The Eras we have traversed

6. Current era

7. 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

9. The Word Doc era explained

10. Photoshop Era

11. Photoshop + Excel Sheet stage
THEN I ESCAPED THE MEDIA SCENE

12. Into the advertising pot I fell
FUSING DIRECT MAIL WITH MASS MEDIA

13. 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

14. Experience of working with Kids & Youth
• Low attention spans
• Instinctive
• Wired to process Images & symbols

15. YOUNGER GEN SCORNED FOR THIS

16. Look closely…
• Low attention • Skills to
spans multitask, sharper
• Instinctive minds
• Wired to process • Doers
Images & symbols • Breaking language
barriers

17. They have learnt how to learn
How did this happen ?

18. GAMING – THE REASON
• Focus – Persistence – Attention
• Memory – Processing – Sequencing
• Achievement and Dopamine release
• Pushing the bar – mastery of levels
• COME CHALLENGE ME ATTITUDE

19. HOW DOES THE BRAIN WORK?
BRAIN FEASTS ON CHALLENGE
REJECTS THREAT

20. BRAIN IS PLASTIC
It constantly changes by processing
new challenges and changing

21. How does brain acquire skills?
Making of a cortical map

22. Memory types
SEMANTIC
SEMATIC
MEMORIES EPISODIC
MEMORIES
MEMORIES
PROCEDURAL
MEMORIES

23. They have learnt how to learn
How did this happen ?
BUSY EQUIPPING THEIR
PROCEDURAL MEMORIES

24. OUR CHALLENGE IS TO
LOW ATTENTION SPANS
Aka
RAPID LEARNING SKILLS

25. How to do it ?
• Traditional Communication skills wont work
• From TALK TO 2 TALK WITH
• Fusing Science & Technology

26. UNKNOWN
FUTURE CAN
FREAK YOU
PRESENT
EISIN SILS
X T GKL
W T EP
O HL
N

27. From “TALK TO” 2 “TALK WITH”
Combining Social media with
traditional media

28. Fusing Science & Technology
Drills disguised as games
For autism, ADHD, dyslexia,
depression and even for headaches

29. Experience of working with Kids & Youth
• Low attention spans
• Instinctive
• Wired to process Images & symbols

30. Instinctive
• Cake – Wine – Book experiment
• The rise of impulse
• Multi tasking is in

32. The travelling
brain.
Attaining
automaticity

34. Designed to fit the Human Hand
Both are Technologies
The axe in use for 30000 generations
The mouse changes every 5 years

35. Like button with its own mind

36. 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

37. THE BODY
THE EYES
THE HAND
THE FINGER

38. I Phone

39. The future agencies
Biological specialists
• Click specialists
• Walk specialists

40. 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

41. What does this mean?
There will be an acceleration of
current trends.

42. Science has to meet
Solution
ART & ENGINEERING

43. Some lessons from our culture
When the consumer is impulsive we
need to do the thinking on his behalf.
The thinker always win