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The Communication Initiative
After nearly 28 years, The Communication Initiative (The CI) Global is entering a new chapter. Following a period of transition, the global website has been transferred to the University of the Witwatersrand (Wits) in South Africa, where it will be administered by the Social and Behaviour Change Communication Division. Wits' commitment to social change and justice makes it a trusted steward for The CI's legacy and future.
 
Co-founder Victoria Martin is pleased to see this work continue under Wits' leadership. Victoria knows that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction.
 
We honour the team and partners who sustained The CI for decades. Meanwhile, La Iniciativa de Comunicación (CILA) continues independently at cila.comminitcila.com and is linked with The CI Global site.
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Marketing and Addictive Behavior-A Neuroscientific Perspective

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Summary

Marketing and Addictive Behavior-A Neuroscientific Perspective


Health(c): Marketing and Youth Conference

World Health Organization - Noncommunicable Diseases and Mental Health

April 17-19 2002

Fabrica, Treviso, Italy



David Walsh, Ph.D.

President

National Institute on Media and the Family

Minneapolis, MN USA

dwalsh@mediafamily.org


Click here to download the original power point presentation from the WHO site.



The Human Brain


The Amazing Brain

  • The neurons that fire together wire together.
  • The lion's share of the wiring happens in the early years of life.

The Triune Brain

  • Brain Stem-Physiological Functioning
  • Limbic Brain-the Seat of Emotion
  • Cortical Brain- “higher order” brain processes, eg. Language, problem solving, etc.

The Limbic Brain: Emotion Plays a Key Role in the Workings of the Mind

  1. Attention
  2. Memory
  3. Attitudes
  4. Motivation
  5. Behavior

The Psychology of Advertising

  • Link emotion with a product or message.
  • Effective advertising is a limbic event.
  • The goal is to slip in underneath the radar of critical thought.

Conscious Versus Unconscious Processing


“Intelligence is what we use when we don't know what to do.”

- Jean Piaget


The Golden Rule of Influence


The most effective influence is when the person being influenced doesn't know it.

- David Walsh, Ph.D.


Examples of Influence Principles

  • Identification
  • Authority
  • Contrast
  • Humor
  • Exposure

Why Advertisers Target Youth

  • Economic power
  • Economic influence
  • Return on investment
  • The race for brand loyalty

Case Study: Tobacco

  • Challenges
    • Unattractive product
    • In some countries electronic media cannot be used.
    • Have to “hook” my customer by age 18
    • In some countries it is illegal to approach target market.
    • Replace dying customers

Presenting...

Joe Camel

  • 1988 Camel sales to youth--$6 million
  • 1990 Camel sales to youth--$476 million

Case Study: Alcohol

  • Frogs sell beer
  • One to one correspondence between size of beer company advertising budget and the brands that youth drink.

Implications for Public Health

  • Limbic messages
  • Target marketing approaches