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The astonishingly deep effect of primary metaphors in our lives

In 1980, cognitive linguist George Lakoff and philosopher Mark Johnson described the notion of the embodied metaphor in their landmark book, Metaphors We Live By, mapping out the brain’s amazing exaptation of its motor functions into the fundamental units of human cognition.

Measuring the brain's response to good advertising

Of the 72 commercials aired during the 2009 Superbowl XLIII broadcast, which was your favorite?  If I asked you why you picked a particular ad, your intuitive response might be that the storyline caught and captured your attention. Makes sense. And now, neuromarketers claim they can support that answer by measuring your brain activity.

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