Ads featuring especially the extraordinarily beautiful, alluring women are not encouraged to buy the products they offer, contrary – distract consumers – Italian neurologists found. Scientists have announced too, that they found in the brain “the secret to effective advertising”. A research team led by Fabio Babylon of Rome's La Sapienza University has established, that ad, for it to take effect, it must not represent too beautiful women and men, what can be proved, observing the reactions with an ordinary electroencephalogram. Having shown mobile phone advertising spots to a selected group of respondents, food, drinks and cars with the participation of extremely beautiful models, scientists concluded, that the message contained therein does not reach the recipients and is not remembered by them. Their attention is focused on beauty, and not the essence of advertising. “We remember the spot, but not the brand and product advertised” – emphasized the Babylonians, the findings of which will be published in the latest issue of the review “Clinical Neurophysiology”.
