NYT – April Fool! The Purpose of Pranks

By BENEDICT CAREY Published: April 1, 2008 Keep it above the belt, stop short of total humiliation and, if possible, mix in some irony, some drama, maybe even a bogus call from the person’s old flame or new boss. A good prank, of course, involves good stagecraft. But it also requires emotional intuition. “You want […]

NYT – Is the Ad a Success? The Brain Waves Tell All

Neuroscience can provide “a more accurate way to understand what consumers really like,” Mr. Stagliano said, which helps to produce ads and programs that “break through the clutter” rather than contribute to it. “We measure attention, second by second; how emotionally engaged you are with what you’re watching, whether it’s a commercial, a movie or […]