Is there any Connection/Relation between Ad Creativity and “Old Brain”? Analyzing Awarded Advertisements through Neuromarketing

Abstract

Creativity is a central component of advertising success and in a close relation with the other components like getting interest and attention. Many awards in the advertising business focus on creativity, only a few focus on the effectiveness of advertising. Neuromarketing is a new field of advertising research which tries to understand consumer’s mind. It’s getting increased attention because to know how people make decisions, buy products or vote for someone etc. can be helpful for your persuasion effort to understand and reach the parts of the brain that decide. Brain can be defined as a “black box” of the consumer. Advertising professionals need to understand this “black box” to produce more appealing and convincing ads. The brain is divided into three primary areas. The neocortex is the brain’s analytical computer, which processes data. The limbic system is where all emotions reside. The brain stem and other brain structures are responsible for your survival. This part of the brain is described by psychologist Robert Ornstein as the “Old Brain”. The Old Brain quickly assesses situations to determine if you are at risk or danger. And, your Old Brain decides what gets noticed – what gets your attention. Therefore, you need to appeal to the Old Brain. According to Renvisé & Morin, (2008) old brain can be stimulated by seven ways. With this study, awarded print advertisements in Contest of Kristal Elma, Turkey in 2013 will be content analyzed according to seven categories.



Author Information
Gülcan Şener, Anadolu University, Turkey
Ayla Topuz Savaş, Anadolu University, Turkey

Paper Information
Conference: EBMC2014
Stream: Business Administration and Business Economics; Marketing; Accounting

This paper is part of the EBMC2014 Conference Proceedings (View)
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