In essence, reconsolidation is rooted in the fact that every time we recall a memory we also remake it, subtly tweaking the neuronal details. Although we like to think of our memories as being immutable impressions, somehow separate from the act of remembering them, they aren’t. A memory is only as real as the last time you remembered it. What’s disturbing, of course, is that we can’t help but borrow many of our memories from elsewhere, so that the ad we watched on television becomes our own, part of that personal narrative we repeat and retell.
— Jonah Lehrer relates that advertising does more than suggest ideas about products or services. Ads can actually create false memories in our minds.
The commercials during this year’s Super Bowl were not exactly great. But! If for some reason you feel obliged to watch them all without that piddling football taking up precious time in between excitedly viewing marketing material, this is for you: a video showing all 61 commercials aired during Super Bowl XLV. [via]
In one creative sales pitch, Disney is sending actors dressed as the film’s two lead characters, Flynn Rider and Rapunzel, to NBA, NHL, NFL and college football games around the country, with two seats set aside for the two actors and four or five extra seats reserved for Rapunzel’s long hair. You think cameras from ESPN (owned by Disney) might randomly happen to spot them?
— You can pretty much guarantee that if you watch an NBA game, college football game, Monday Night Football or any SportsCenter over the next week (I don’t include NHL, because who watches the NHL?), you are going to see the cameras oddly focused on a lady dressed up as Rapunzel with her hair over four or five seats. (Not pictured: The crying child who wanted to attend his or her first sporting event, only to find out there weren’t enough seats, because Disney needed to promote a movie that looks pretty blah. ) Because the target audiences for these sporting events are definitely going to run out and see “Rapunzel,” obviously.