Nurturing Creative Through Nonconscious Brain Processes
Deep exploration of how advertising works, taking into consideration both conscious and nonconscious brain processing.
There are two operating systems in the brain. System 1 is fast, nonconsious and emotional, while System 2 is thoughtful, conscious and rational. Both impact decisions, and therefore have an impact on how we react to advertising.
Elissa Moses, CEO of the Neuro and Behavioural Science Centre, recently presented on behalf of Ipsos at the Advertising Research Foundation Leadership Lab event.
Elissa explains the gamut of alternative System 1 methods and best practices for making creative more effective and how to avoid invisible, yet deadly potholes that can derail good ads.
Armed with many years of agency planning experience and a recognised pioneer in the field of applied neuroscience, Elissa shares myriad examples and insights for protecting inspired creative ideas and getting them to market.
