![]() Using dreams to sell an addictive product, like alcohol, raises ethical concerns for all three researchers. ZADRA: So there's something really unique and preferential about the impacts of things you can modify during people's sleep.įOLKENFLIK: Like the debate over subliminal advertising in decades past. Not only that, he says, when researchers pumped that smell while subjects were awake, it had no impact on smoking behavior. ![]() And when they woke up, the smokers exposed to these nasty smells showed a 30% reduction in smoking the following week.ĪNTONIO ZADRA: But these people have no memory that they been exposed during the sleep to this stimuli.įOLKENFLIK: That's Antonio Zadra from the University of Montreal, who's a co-author of the book "When Brains Dream," which he wrote with Stickgold. In one study, scientists took adult smokers and delivered targeted smells while they slept - cigarettes combined with rotten fish. So, you know, cigarettes are freedom, or a car is masculinity.įOLKENFLIK: Recent studies have shown that making associations while asleep could help treat things like addiction. During dreams, he says, our brains form associations, and advertisers love that.ĪDAM HAAR: You can sell people a product by selling them an association. student at MIT and co-author of the recent article, agrees. STICKGOLD: I mean, dreams are actual mechanisms that have evolved biologically to help us make critical decisions about how to lead our lives in the future.įOLKENFLIK: Adam Haar, a Ph.D. Stickgold says there's power in how what we see when we're asleep shapes our reality when we're awake. STICKGOLD: A recent survey of marketing firms found that 77% of advertising agencies and marketing groups say that they hope to start using this type of dream incubation within the next three or four years.įOLKENFLIK: Last week, Stickgold and two other sleep scientists published an article in Aeon magazine about dream advertising. ![]() ROBERT STICKGOLD: I mean, they're all gung-ho for it.įOLKENFLIK: That's Robert Stickgold, a Harvard professor who has studied sleep and dreams for the past 25 years. I want you to tell yourself that you want to dream about the video as you fall asleep.įOLKENFLIK: And this concept that advertisers could plant ideas in sleeping subjects is gaining traction. UNIDENTIFIED PERSON #4: Get into your bed and get comfortable. Hoping to embed a desire to crack open a cold one. UNIDENTIFIED PERSON #2: Welcome to a sleep study.įOLKENFLIK. UNIDENTIFIED PERSON #1: Do you think it's possible to put a big game commercial in someone's dream?įOLKENFLIK: That's a Coors Light ad from earlier this year in which researchers tried to influence and hack the dreams of test subjects. This idea will define him.įOLKENFLIK: Something lifted from the movie "Inception."ĭICAPRIO: (As Dom Cobb) Well, it may come to change everything about him.įOLKENFLIK: Planting an idea, a desire in someone's dream is a concept that's excited not only screenwriters but scientists and now advertisers. LEONARDO DICAPRIO: (As Dom Cobb) The seed that we plant in this man's mind will grow into an idea. It sounds like the stuff of science fiction. Version: Episode 12 Elite v1.0.3 – 1.(SOUNDBITE OF HANS ZIMMER'S "RADICAL NOTION") With the help of newfound knowledge he can change the course of his life. As things start to look inevitable, he stumbles upon an old book about the ways of the mind. As the summer holiday is coming to an end, things are looking grim for our hero, his Dad coming home soon to take him to the military school he was once a student of. Dreams of Desire v1.0 Definitive Edition by Lewdlab, Dreams of Desire is a game about you play as the middle sibling of a family living together with Mom, an older and a younger Sister, and a military Father. ![]()
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