Neurosciences and advertising strategies: redefining the role of the unconscious

This paper reviews and questions the usually negative perception of the relationship between the unconscious and advertising. The objective is to acknowledge the relevance of the unconscious in the behavior of consumers, by providing a new point of view based on the innovative findings of cognitive neuroscience and biometric techniques. Specifically, the paper highlights recent studies on emotion, (implicit) memory, and creativity, focusing on their implication in the advertising process. The intention of this paper is not only to reconsider past theories but also to open our eyes to recent scientific findings that may well mean a new way of understanding how advertising works, giving new value to the unconscious.