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Laurence Serfaty
2009 - 52 min - HDV - Couleur et Noir & Blanc - France
As marketers’ favorite target, our brain seems threatened with an always more effective decoding. Because the market studies do not guarantee the success of a product, marketers now turn to neurosciences. They confess that the objective is to decode the subconscious part of our brain to know our desires better. By using techniques as the magnetic resonance imaging, they try to identify advertisements and products which seduce and displease us.
Is neuromarketing a real threat of manipulation or a slightly hazy selling point of marketing?
Even if the debate is not settled, neuromarketing needs to remain under surveillance. Because, if badly used, some of the neurosciences applications could deal a new blow to personal freedoms. From France to the USA, via Italy and the United Kingdom, the film examines this new avatar of consumer society.
Author-Director : Laurence Serfaty
Author : Delphine Vailly
Photography : Étienne Barrère, Cédric Delport
Sound : Florent Villereau
Editing : Cédric Delport
Delegate Producer : Altomédia
Broadcasting Co-producer : Planète
Broadcasting Pre-purchase : RTBF Bruxelles
Broadcasting Pre-purchase : Canal plus, TSR (Télévision suisse romande)
Contribution : Angoa-Agicoa, Procirep, CNC, CNC. COSIP