Chapter 13: Selling the Brain

Celia Andrew-Sánchez and Miguel Ángel Martín-Pascual
Neuro-Com Research Group

Captura de pantalla 2013-08-27 a la(s) 22.10.08

This chapter documents how ad campaigns use images of the brain and neuroscientific terms to lend credibility to products and services. The brain often is used to connote creativity, intelligent decision-making, and reason. Some ads use a hemispheric model of the brain to suggest products are both useful and fun, while others show arrangements of products to produce the shape of a brain. The chapter conclude that brain images often serve as a substitute for the logical presentation of a product’s attributes, paradoxically using science to support claims that cannot be tested.

The links below show the advertisements referred to in Chapter 13: Selling the Brain. All images are copyrighted, but they are presented here as part of the research conducted by the Neuro-Com Research Group (www.neuro-com.es).

Chapter 13.1:Brain and Creativity in Advertising

Chapter 13.2: Brain Hemisphere Specialization

Chapter 13.3: Brain as Reason in Advertising

Chapter 13.4: Brain-shaped Advertising

Chapter 13.5: Other Ways Neuroscience is Portrayed

Celia Andreu-Sánchez is associate professor of media, advertising, and journalism at Universitat Autònoma de Barcelona and Universitat de Girona and head of the Neuro-Com Research Group at Universitat Autònoma de Barcelona. She is also a researcher at División de Neurociencias at Universidad Pablo Olavide in Sevilla, headed by Professor José María Delgado-García, and she is an iOS developer. She holds a PhD in communication at the Universidad Rey Juan Carlos in Madrid; a MS in psychobiology and cognitive neuroscience at Universitat Autònoma de Barcelona; a BA in audiovisual communication; a MA in audiovisual communication and in advertising at the Universitat Autònoma de Barcelona; and the Advanced Neuroimaging’s Course in Cognitive Sciences and Psychiatry by the Department of Psychiatry and Forensic Medicine at the Universitat Autònoma de Barcelona (Barcelona Biomedical Research Park) (http://www.neuro-com.es).

Miguel Ángel Martín-Pascual is associate professor of media and journalism in Universitat Autònoma de Barcelona and is head of training at the Spanish Public Television RTVE at Barcelona. He is an iOS developer and a member of the Neuro-Com Research Group at Universitat Autònoma de Barcelona. He also is a researcher at División de Neurociencias at Universidad Pablo Olavide in Sevilla, headed by Professor José María Delgado-García. He holds a DEA in communication at Universitat Autònoma de Barcelona; a MS in psychobiology and cognitive neuroscience at Universitat Autònoma de Barcelona; a BA and MA in politics and sociology at Universidad Complutense de Madrid; and the Advanced Neuroimaging’s Course in Cognitive Sciences and Psychiatry by the Department of Psychiatry and Forensic Medicine of the Universitat Autònoma de Barcelona (Barcelona Biomedical Research Park) (http://www.neuro-com.es).

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