The idea that our brain is separated into two is now part of popular culture: one hemisphere focuses on certain issues and the other stays on others. For this reason, it is not strange to hear or read about how with certain messages, stories or campaigns one tries to reach one of them (and also how the functions of one or the other are essential for that message to permeate among those who receive it). In fact, studies have shown that, in the case of advertising and brand messages, having a greater impact on one area than on another ends up making it more feasible than what is indicated to set in the consumer’s memory.Perhaps, for this reason, you can end up running the risk that more importance is given to what is considered crucial to get to one side versus the other (that fosters the emotional over the rational, for example), but that with it burns the bottom line of things.

Because, despite everything, the messages of the brands and the advertisements have to be able to Lithuania Phone Number List find a certain basic balance. They have to be able to connect with both parts of the consumer’s brain.The key is, as Orlando Wood, chief innovation officer at System1 Group explained in an analysis, in how the human brain actually works. In a way, having generally learned the idea of ​​the two parts of the brain has led to the assumption that they are a kind of two different species. However, this is not exactly the case. As Wood points out, the two halves of the brain don’t do different things, they do them differently. That is, its processes are different, but not the activity. And that, the expert points out, is something that changes things for advertising.

Neuroscience and understanding the way the brain works must therefore become allies that help position messages much better and make them more effective. What should not be done is to get carried away by certain conclusions and focus too much on certain elements.Ads, too focused on the left hemisphere The expert has studied advertising and what stimuli it uses. That is, it has focused on determining which half of the brain they are trying to reach. Using data from 200 recent British and American commercials and comparing them with the commercials that appeared in the commercial breaks of a soap opera from 30 years ago, he has made a comparison between how and what is used as a call.His conclusions are that advertising has wavered. In three decades, advertising messages have focused mostly on the left hemisphere. Wood notes that ads are now more abstract and more rhythmic.

“Advertising on television has become flatter,” he points out , as reported by Warc. Along the way, those elements that are associated with the right hemisphere (and that are more linked to creativity) have been lost, such as dialogue, scene development, accents or a clear sense of time and place.This is a problem (and could explain why advertising is less effective), since to connect emotionally and to achieve long-term growth, ads need to touch and connect to the right side.However, the solution to the problem is not to shift the focus of attention from the left to the right hemisphere. In order to function and above all be successful, ads must strike a balance. They have to be able to reach both parts of the brain.

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