Avoiding The Amygdala
NY Times on Super Bowl Ads: A study from FKF showed that the many Super Bowl commercials with violent imagery generated reactions in regions of the brain associated with anxiety, Mr. Freedman said, including the amygdala, which he characterized as the “threat detector,” and as a result they generated “no connection, engagement or appeal” with viewers . . .
By comparison, only a few spots fired the brain regions associated with positive emotions, Mr. Freedman said, which he termed unusual in that advertisers typically seek to stimulate responses in those areas . . .
Among the positive commercials, Mr. Freedman listed the “Live the Flavor” commercial for Doritos and a light-hearted spot by Wieden & Kennedy for Coca-Cola Classic, sold by the Coca-Cola Company, which spoofed violent video games."