Last Wednesday, I attended the Thinkbox event TV & The Brain: How Creativity Wins. The half-day conference explored how psychology plays a role in brand communications and advertising. The argument is that we should be looking towards the emotional and not the rational.
As a researcher, this is a challenge. Rational messages are easy to measure – emotions aren’t. I went into the event wanting to build up my knowledge on the theory, to learn of any practical applications and to leave with ideas on how to improve our understanding of advertising evaluation.
The event was split in two – half on theory, half on application. Personally, I found the first half far more rewarding. My knowledge of psychology was limited to Malcom Gladwell books, but the three excellent speakers broadened my horizons considerably and left me with a lot of things to ponder. I found the second half a disappointment. There were few specifics and the talks were dangerously close to sales pitches.
Tess Alps, Chief Executive of Thinkbox, opened the event in the customary fashion of selling TV as a medium. Continue reading
Filed under: advertising, research, Television | Tagged: advertising, brain, creativity, honda, itv, justin gibbons, millward brown, MRS, neuroscience, paul feldwick, research, robin wright, Television, tess alps, thinkbox, tv and the brain | 4 Comments »
Curiously Persistent 