How Advertisers Show Ads While You Sleep

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  • Advertisers could reach you while you sleep, according to the evidence.
  • A group of sleep researchers are calling for regulation of these so-called “sleep announcements” to minimize any potential harmful impact.
  • Dream implantation works by playing sounds or using smells to “prime” your brain.

    The next frontier for advertising isn’t virtual reality or holograms, it’s your dreams, according to a group of dozens of sleep researchers. And the practice, they warn, could soon turn into a nightmare.

    In an open letter posted to the DXE Opinion website, scientists denounce the concept of dream advertising, in which companies create advertisements in your subconscious through audio and video clips. Not only does the practice already exist, they say in the letter, but a brewing company even tested it publicly in the run-up to Super Bowl LV earlier this year.

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    Sleep researchers cite a truly bizarre press release from February 4 as an example. In it, Molson Coors Beverage Company, which owns brands like Coors Light, Miller Lite, and Blue Moon, openly admitted that they can manipulate your dreams so that you and many others can collectively see visions of booze dancing. in your head:

    It’s no surprise that the stress of the pandemic has caused many of us to have trouble sleeping and, in turn, having weird and bizarre dreams called “quarantine dreams”. Usually we can’t control what we dream of, but what if we could? Coors Light and Coors Seltzer want to make sure you have a refreshing dream using the science of guided dreams.

    In their letter, the sleep scientists express their concern over this kind of intrusive dreamlike advertising. What is hiding under the marketing talk about better dreams? Is it better to have a natural stress dream or a “fun” dream that a business just planted in your head as an advertisement?

    If you visit CoorsBigGameDream.com, watch the three-time dream movie, play the soundscape and go to bed, you should be dreaming of waterfalls, mountains and… Coors.

    Molson Coors Beverage Company

    “As sleep and dream researchers, we are deeply concerned about marketing plans aimed at generating profits at the cost of interfering with our natural processing of nocturnal memory,” they say. Three researchers from MIT and Harvard wrote the letter, and dozens of other sleep researchers around the world signed it.

    Targeted dream implantation (TDI) has a history stretching back thousands of years, especially among groups who value dreams for spiritual practices, according to sleep researchers. Over the past few decades, scientists have performed experiments that demonstrate the real ways dreams can affect our waking life as well. Therefore, implanting dreams can change the results of the real world.

    So how exactly do do marketers slip into our dreams? They can work with scientists to introduce sounds and smells that will shape what people dream of. Some research on TDI involves turning people away from addictive things like cigarettes. In their letter, the sleep researchers say that people smoked 30% less cigarettes after “dreaming” of the smell of cigarettes and rotten eggs, for example.

    In another example, scientists asked a series of questions of dreaming people. Study participants answered questions that included simple math by moving their eyes back and forth from within their lucid dreams.

    Molson Coors, meanwhile, collaborated with Deirdre Barrett, Ph.D., a part-time assistant professor of psychology in the Department of Psychiatry at Harvard University. According to the press release, “Barrett worked with the team at Coors to develop a stimulating film that, paired with an eight hour soundscape, induces relaxing and refreshing images, including waterfalls, mountains, and of course. , Coors. “

    It’s easy to see where the researchers’ concerns are coming from as this scientific power gets to advertisers, especially when the advertiser is a beer company, offering an addictive product for consumers.

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    “Researchers have yet to test whether TDI can make addiction worse instead, but the Coors study, which associates images of beer cans not with obnoxious smells but with images of clean mountain streams, can shed a worrying light on this question, “say the scientists.

    For her part, Barrett has since given up her involvement with Molson Coors after using overly scientific language that she did not approve of in the press release, according to a report from Science. And one of the op-ed’s authors, Adam Haas of MIT, “has been contacted by three companies over the past two years, including Microsoft and two airlines, asking for his help with incubation projects. dreams, ”which prompted him to co-write the letter in the first place.

    If you’re still curious about what this advertising tactic looks like in practice, you can check it out at CoorsBigGameDream.com. Don’t blame us if you wake up feeling cold.


    Now watch this:

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