Laurie Santos gave a TED talk last year on 'monkeynomics' - the realization that monkeys understood an abstract idea like currency, and two advertising executives happened to be in the audience and struck up a dialogue with her.
The result: A monkey ad campaign shown at the Cannes Lions Festival, to see if they can change the monkeys' preference for Jell-O flavors.
Obviously some people will be derisive and lump it in with non-science wastes of money that still get science funding like how quickly parents adopt trendy baby names or why political candidates make vague statements. But neuroscience is the most mysterious frontier humanity will set out to understand in the next century.
Does sex sell for monkeys the way it does humans? Apparently so. Rowan Hooper at New Scientist has seen the billboard ads for the monkeys and can reveal (pardon the pun)
One billboard shows a graphic shot of a female monkey with her genitals exposed, alongside the brand A logo. The other shows the alpha male of the capuchin troop associated with brand A."After we settled on what they were being sold and that we were going to be doing 'sex sells', we really wanted to make a very direct ad. We wanted to shoot our subjects involved in normal day-to-day life," said Keith Olwell and Elizabeth Kiehner.
In "Scrooged" they ended up putting a dormouse in the program to appeal to cats. Maybe random bananas will start showing up in Jell-O commercials this decade.
The first advertising campaign for non-human primates - Rowan Hooper, New Scientist
H/T Alex Berezow, RealClearScience
在1988年上映的喜剧电影《Scrooged》中，上司告诉在电视台工作的主角，称美国有千千万万的狗和猫，每年的宠物粮食销售额高达40亿美元，上司相信如果给猫和狗制作节目，那么它们将可能成为固定的观众群。虽然它听起来荒诞无稽，但却正在变成活生生的现实。为了更好的理解市场营销，一项新研究调查人类近亲灵长类动物猴子是如何看待广告的。研究人员发现，猴子能理解抽象观念如货币。他们正通过性感的广告牌去试图改变猴子对果冻口味的偏好。
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