The Big Game: What Corporations Are Learning About the Human Brain « The Situationist

As I stake out my position on the couch this evening – close enough to reach the pretzels and my beer, but with an optimal view of the TV – it will be nice to imagine that the spectacle about to unfold is a sporting event.It shouldn’t be too hard: after all, there on the screen will be the field, Brian Urlacher stretching out his quads, Peyton Manning tossing a football, referees in their freshly-starched zebra uniforms milling about.Yes, I’ll think to myself, this has all the makings of a football game. How foolish. The Super Bowl isn’t about sports; it’s about making money.And with 90 million or so viewers, there is a lot of money to be made. With CBS charging an estimated $2.6 million for each 30-second advertising spot, it’s no surprise that corporations don’t mess around with guessing what the most effective approach will be for selling their products.They call in the scientists.brain-on-advertising.jpg For the second year in a row, FKF Applied Research has partnered with the Ahmanson-Lovelace Brain Mapping Center at the University of California, Los Angeles, to “measure the effect of many of the Super Bowl ads by using fMRI technology.

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This is Your Brain on Jazz: Researchers Use MRI to Study Spontaneity, Creativity

A pair of Johns Hopkins and government scientists have discovered that when jazz musicians improvise, their brains turn off areas linked to self-censoring and inhibition, and turn on those that let self-expression flow.

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15 Scientific Facts About Creativity - OnlineUniversities.com

Although creativity keeps human society flourishing, science honestly offers few answers to how the intricate, infinitely complex concept actually works. No matter how much research pours into measuring and grasping the essential phenomenon, it seems as if more questions pop up than receive tangible answers. Theories and findings sometimes conflict with one another as well, meaning every "fact" presented here might very well end up discarded in due time. But that’s par for the course when exploring what seems almost entirely inexplicable.

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Antonio Damasio: The quest to understand consciousness | Video on TED.com

The Physicality of our Cognitions - The Situationist

Embodied cognition, the idea that the mind is not only connected to the body but that the body influences the mind, is one of the more counter-intuitive ideas in cognitive science. In sharp contrast is dualism, a theory of mind famously put forth by Rene Descartes in the 17th century when he claimed that “there is a great difference between mind and body, inasmuch as body is by nature always divisible, and the mind is entirely indivisible… the mind or soul of man is entirely different from the body.” In the proceeding centuries, the notion of the disembodied mind flourished. From it, western thought developed two basic ideas: reason is disembodied because the mind is disembodied and reason is transcendent and universal.

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