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The Impact of Commercials on the Brain
The effectiveness of commercials on the brain does not correlate with people's stated preferences. Likability and immersiveness in commercials are not directly related. Immersive experiences, even if not entirely likable, are remembered more strongly and for longer. The key is to create immersive experiences that evoke high emotion and stick in the brain, making the unconscious part remember the experience. Surprising and odd commercials can be more immersive, while the brain generally values things that are similar to what is known but with a slight difference. Therefore, the effectiveness of advertising lies in deeply shaking up the brain to create memorable immersive experiences.