<p>Ads brainwash you in two ways. There is just the factual type, called ‘logical persuasion,’ or LP (this car gets 20 km to a litre). Then there is the ad that bypasses conscious awareness, called ‘non-rational influence’ or NI (a pretty, semi-nude women, draped over a car). <br /><br />Now, researchers at the Universities of California - Los Angeles and George Washington have shown that ads evoke different levels of brain activity, based on LP or NI influence, reports the Journal of Neuroscience, Psychology and Economics. <br /><br />Ian Cook, professor of psychiatry at California University, and colleagues found that brain regions involved in decision-making were more active when people viewed ads that used LP than when they viewed ads with NI, according to a California statement. <br /><br />Simply put, ads structured on logical persuasion were acceptable only after they made sense to an individual, after he or she subjected them to a thorough analysis. But the ads based on non-rational influence appealed to a more emotional side of the potential target, by tempering or dazzling them into buying it. <br /><br />“The findings support the conjecture that some advertisers wish to seduce, rather than persuade, consumers to buy their products,” concluded Cook, according to a California statement. <br /><br />The study was based on a group of healthy adults, both men and women, who viewed 24 ads in magazines and dailies, as the electrical activity in their brains was recorded. <br /><br /></p>
<p>Ads brainwash you in two ways. There is just the factual type, called ‘logical persuasion,’ or LP (this car gets 20 km to a litre). Then there is the ad that bypasses conscious awareness, called ‘non-rational influence’ or NI (a pretty, semi-nude women, draped over a car). <br /><br />Now, researchers at the Universities of California - Los Angeles and George Washington have shown that ads evoke different levels of brain activity, based on LP or NI influence, reports the Journal of Neuroscience, Psychology and Economics. <br /><br />Ian Cook, professor of psychiatry at California University, and colleagues found that brain regions involved in decision-making were more active when people viewed ads that used LP than when they viewed ads with NI, according to a California statement. <br /><br />Simply put, ads structured on logical persuasion were acceptable only after they made sense to an individual, after he or she subjected them to a thorough analysis. But the ads based on non-rational influence appealed to a more emotional side of the potential target, by tempering or dazzling them into buying it. <br /><br />“The findings support the conjecture that some advertisers wish to seduce, rather than persuade, consumers to buy their products,” concluded Cook, according to a California statement. <br /><br />The study was based on a group of healthy adults, both men and women, who viewed 24 ads in magazines and dailies, as the electrical activity in their brains was recorded. <br /><br /></p>
