NEUROSCIENCE AND ADVERTISING Presentation given to Advertising club Hyderabad on 11.11.11

DISCLAIMER

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

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 present• NOW THE 3RD ERA, Biotech era, is at the door

step

The Word Doc era explained

Photoshop Era

THEN I ESCAPED THE MEDIA SCENEPhotoshop + Excel Sheet stage

Into the advertising pot I fell

FUSING DIRECT MAIL WITH MASS MEDIA

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

Experience of working with Kids & Youth

• Low attention spans• Instinctive• Wired to process Images & symbols

YOUNGER GEN SCORNED FOR THIS

Look closely…

• Low attention spans

• Instinctive• Wired to process

Images & symbols

• Skills to multitask, sharper minds

• Doers• Breaking language

barriers

They have learnt how to learn

How did this happen ?

GAMING – THE REASON

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

HOW DOES THE BRAIN WORK?

BRAIN FEASTS ON CHALLENGE REJECTS THREAT

BRAIN IS PLASTIC

It constantly changes by processing new challenges and changing

How does brain acquire skills?

Making of a cortical map

Memory types

SEMANTIC MEMORIES EPISODIC

MEMORIES

PROCEDURAL MEMORIES

SEMATIC MEMORIES

They have learnt how to learn

How did this happen ?BUSY EQUIPPING THEIR

PROCEDURAL MEMORIES

OUR CHALLENGE IS TO

LOW ATTENTION SPANSAka

RAPID LEARNING SKILLS

How to do it ?

• Traditional Communication skills wont work• From TALK TO 2 TALK WITH• Fusing Science & Technology

EXISTING SKILLS WONT HELP

UNK NOWN FUTURE CANFREAK YOUPRESENT

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.

Attaining automaticity

Designed to fit the Human HandBoth are Technologies

The axe in use for 30000 generationsThe mouse changes every 5 years

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 not zombies walking about hallucinated .. They have their brains all over their body

THE BODY THE EYES THE HAND THE 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)

• Artificial Intelligence, teleportation• Evolution will replace engineering • Value creation at the molecular level

What does this mean?

There will be an acceleration of current trends.

Solution Science has to meet ART & ENGINEERING

Some lessons from our culture

When the consumer is impulsive we need to do the thinking on his behalf.

The thinker always win