Uh-oh..not sure whether to be delighted or deeply worried that advertising and marketing has gotten it’s grubby little paws on somatics (the lived experience of the body)…
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From Marketing Somatics
What makes the difference for some packs and some ads that have that little bit of intangible something extra? What is the feather that tilts preferences in your brand’s direction when all other things are equal?
We are learning through our research at INSIDE STORY with youth that the appropriate expression of the body language (or in other words the somatic experience) that principally defines a person as an individual can potentially make such a difference.
Take the Toyota jump for instance. There are very good reasons why it is a jump and not a flop, a slouch or a tumble. This is to do with the fundamental and primary relevance of the up metaphor for human experience. Metaphors allow us to understand one domain of experience in terms of another.
Latest discoveries in neuroscience are showing that our identities or senses of self originate in the body and are somatically defined (Damasio – Somatic Marker Hypothesis). Much of experience goes back to the primary bodily experience. This includes experiences relevant to marketers…”