Abstract:

Recently neuroscience began to study the effect of brands and all that is involved with them through different structures and systems of our organism. neuroscience tries to understand what happens physically when we relate with a product, a logo or an advertising message. in other words, what physiological processes are initiated to obtain a preference or a rejection?from these two disciplines arise the neurosemiotic: a new perspective to understand the physiological communication between the mental processes and the body under the stimulus of brands, products and ad messages. This quest for deeper understanding created three experimental projects aimed to achieve better know-ledge that can in the future allow for an ever more precise use of this tool