Tipping Point in America
3 years ago
Using a form of marketing known as neuromarketing, corporations and politicians are using MRIs, EEGs, and other brain-scan and medical technology to craft irresistible media messages designed to shift buying habits, political beliefs and voting patterns, as described in the World Business Academy's video "Spellcasters.".
By measuring activity in different parts of the brain in response to an ad or other media message, advertisers and political consultants can create advertising campaigns that tap into the pre-conscious brain. The idea is to assess central nervous system response to certain ads, the better to skirt the viewers' rational thought.
Since the dawn of commerce, sellers have tried to figure out how to best pitch their wares, grab attention and close the deal. Sales pitches have always been designed to create a willing buyer, often by creating needs and wants and then offering up a new product to satisfy them.
Clever and unscrupulous sales pitches are nothing new. They helped create a nation of smokers until litigation revealed that tobacco companies hid known risks. The court cases led to big damage awards, new warning requirements and, finally, fewer smokers.
The use of music, images and emotion to manipulate the consumer and voter is also nothing new. But neuromarketing involves a degree of intrusiveness and manipulation that needs to be exposed and stopped. Consumers pushed back when advertisers turned to subliminal advertising - the practice of flashing an image for a tiny fraction of a second, too fast for the cognitive brain to process.
It's time to push back again. [In Full]
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