What Can Neuroscience Tell Us About Why Print Advertising Works?

With the advent of brain imaging technologies, neuroscientists around the world have had new tools to understand how we read, process images, and comprehend communication.  However most of this technical literature is inaccessible to non-specialists.  This white paper reviews scientific work from the past decade — particularly research comparing reading on-screen to reading on-paper.  It provides interesting clues to the reasons for the resilient performance of print advertising.

Download article:  Neuroscience White Paper