{"id":1560,"date":"2014-06-06T18:36:04","date_gmt":"2014-06-06T16:36:04","guid":{"rendered":"http:\/\/elnostreraco.com\/blog\/?p=1560"},"modified":"2016-07-22T18:44:09","modified_gmt":"2016-07-22T16:44:09","slug":"estimuls-publicitat-cervell-reptilia","status":"publish","type":"post","link":"https:\/\/elnostreraco.com\/blog\/estimuls-publicitat-cervell-reptilia\/","title":{"rendered":"Publicitat dirigida al teu &#8220;cervell reptili\u00e0&#8221;"},"content":{"rendered":"<p><strong>Hi ha anuncis que toquen la fibra,<\/strong> i que ens fan\u00a0m\u00e9s susceptibles d&#8217;actuar. Ens fan reaccionar provocant\u00a0emocions que costen de controlar.<\/p>\n<figure id=\"attachment_1563\" aria-describedby=\"caption-attachment-1563\" style=\"width: 880px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-1563 size-full\" src=\"http:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/amnesty-international-campaign-ads-122.jpg\" alt=\"amnesty-international-campaign-ads-122\" width=\"880\" height=\"856\" srcset=\"https:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/amnesty-international-campaign-ads-122.jpg 880w, https:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/amnesty-international-campaign-ads-122-300x291.jpg 300w\" sizes=\"auto, (max-width: 880px) 100vw, 880px\" \/><figcaption id=\"caption-attachment-1563\" class=\"wp-caption-text\">Amnesty international bus stop ad<\/figcaption><\/figure>\n<p>Susan Weinschenk a <a href=\"http:\/\/amzn.to\/29q6SQJ\">Neuro Web Design:What Makes Them Click?<\/a>\u00a0Parla de &#8220;3 cervells&#8221; segons la teoria del &#8220;cervell tri\u00fanic&#8221; de\u00a0MacLean. \u00c9s una teoria que ja s&#8217;ha vist <a href=\"https:\/\/www.quora.com\/What-is-the-current-scientific-status-of-the-triune-brain-theory-proposed-by-McLean\">superada<\/a>\u00a0i \u00e9s millor parlar de diferents sistemes que de &#8220;3 cervells&#8221;, ja que les diferents parts del cervell <a href=\"https:\/\/en.wikipedia.org\/wiki\/Amygdala_hijack\">treballen juntes<\/a>.<\/p>\n<p>Al llibre\u00a0<a href=\"http:\/\/www.amazon.es\/Thinking-Fast-Slow-Daniel-Kahneman-ebook\/dp\/B005MJFA2W\/ref=sr_1_1?tag=elnostraco-21\">Thinking, Fast and Slow<\/a>\u00a0Daniel-Kahneman ens parla de 2 sistemes del nostre cervell:<\/p>\n<ul>\n<li>Les funcions\u00a0&#8220;reptiliana&#8221; i l\u00edmbica serien pel <strong>sistema 1<\/strong>. Inconscient<strong>, <\/strong>r\u00e0pid i emocional. \u00a0Genera impulsos reflexos, i proporciona\u00a0una &#8220;energia&#8221; emocional per decisions intu\u00eftives.<\/li>\n<li>El <strong>sistema 2<\/strong>, utilitza el neoc\u00f2rtex. Si pot, s&#8217;atura a avaluar els impulsos del sistema 1 i es dedica a l&#8217;esfor\u00e7 mental conscient.<\/li>\n<\/ul>\n<p>Aquests anuncis estan dirigits\u00a0al <strong>sistema 1.<\/strong><\/p>\n<figure id=\"attachment_2618\" aria-describedby=\"caption-attachment-2618\" style=\"width: 792px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2618 size-full\" src=\"http:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/ct1.jpg\" alt=\"ct1\" width=\"792\" height=\"511\" srcset=\"https:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/ct1.jpg 792w, https:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/ct1-300x194.jpg 300w, https:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/ct1-768x496.jpg 768w\" sizes=\"auto, (max-width: 792px) 100vw, 792px\" \/><figcaption id=\"caption-attachment-2618\" class=\"wp-caption-text\">&#8220;Critical Thinking in Business Analysis&#8221; R\u0103zvan Costa, Endava, TSM<\/figcaption><\/figure>\n<p>Fisiol\u00f2gicament seria incorrecte parlar de\u00a0&#8220;cervell reptili\u00e0&#8221; o &#8220;cervell emocional&#8221;. A\u00a0<a href=\"http:\/\/amzn.to\/29th26I\">Things That Make Us Smart<\/a>\u00a0Donald A. Norman diferencia la cognici\u00f3 &#8220;experiencial&#8221; de la cognici\u00f3\u00a0&#8220;reflexiva&#8221;.<\/p>\n<p>La cognici\u00f3 &#8220;experiencial&#8221; fa treballar\u00a0diferents estructures del sistema l\u00edmbic amb diverses connexions i funcions,\u00a0no nom\u00e9s l&#8217;emocional i no nom\u00e9s el &#8220;nucli reptili\u00e0&#8221; del cervell.<\/p>\n<p>El sistema 1, t\u00e9 relaci\u00f3\u00a0amb el treball en\u00a0mode\u00a0&#8220;experiencial&#8221;, un mode en qu\u00e8\u00a0reaccionem\u00a0sense necessitat de reflexi\u00f3.<\/p>\n<h2>Parlar directament\u00a0al &#8220;cervell reptili\u00e0&#8221;<\/h2>\n<p>Criteris d&#8217;una publicitat\u00a0en\u00a0mode\u00a0&#8220;experiencial&#8221;:<\/p>\n<ol>\n<li>A\u00a0<strong>l&#8217;inici\u00a0i al final<\/strong> de la comunicaci\u00f3 \u00e9s\u00a0quan el &#8220;cervell reptili\u00e0&#8221; est\u00e0 m\u00e9s alerta.<\/li>\n<li>A major difer\u00e8ncia entre el que s&#8217;espera i el que es diu, s&#8217;obt\u00e9 un <strong>contrast<\/strong> que genera m\u00e9s sorpresa o curiositat<\/li>\n<li>La comprensi\u00f3 <strong>visual<\/strong>\u00a0\u00e9s molt m\u00e9s directa.<\/li>\n<li>Demostrar que actuant hi haur\u00e0 un<strong> resultat\u00a0tangible<\/strong> per a tu en\u00a0el teu entorn.<\/li>\n<li>Les\u00a0<span style=\"font-weight: bold;\">emocions<\/span>\u00a0poden ser\u00a0complexes. La\u00a0reacci\u00f3 intu\u00eftiva\u00a0es frena amb\u00a0control del &#8220;cervell racional&#8221;.\u00a0Mala percepci\u00f3, confusi\u00f3,\u00a0&#8230;<\/li>\n<li><span style=\"font-weight: bold;\">Tu<\/span>, tu i tu.<\/li>\n<\/ol>\n<p>T&#8217;han tocat on et fa mal, el contrast t&#8217;ha creat una\u00a0visi\u00f3 emocional i\u00a0has ent\u00e8s que hi ha un resultat tangible.<\/p>\n<h2>Emocions de la decisi\u00f3<\/h2>\n<p>No \u00e9s que l&#8217;emoci\u00f3 sigui m\u00e9s primitiva que el raonament. Es tracta de\u00a0decidir millor sent\u00a0conscient\u00a0de les emocions que hi ha darrere les nostres decisions.<\/p>\n<p>Pregunta&#8217;t quins factors emocionals et fan preferir una opci\u00f3 o una altra.<\/p>\n<p>Quan et parlin des de l&#8217;emoci\u00f3, almenys en ser\u00e0s una mica m\u00e9s conscient. Oi?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hi ha anuncis que toquen la fibra, i que ens fan m\u00e9s susceptibles d&#8217;actuar. Ens fan reaccionar provocant emocions que costen de controlar.<\/p>\n","protected":false},"author":1,"featured_media":2624,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[18],"class_list":["post-1560","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-destacats"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Publicitat dirigida al teu &quot;cervell reptili\u00e0&quot; ~ Atracci\u00f3 i publicitat<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/elnostreraco.com\/blog\/estimuls-publicitat-cervell-reptilia\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Publicitat dirigida al teu &quot;cervell reptili\u00e0&quot; ~ Atracci\u00f3 i publicitat\" \/>\n<meta property=\"og:description\" content=\"Hi ha anuncis que toquen la fibra, i que ens fan m\u00e9s susceptibles d&#039;actuar. 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