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So, you know, cigarettes are freedom, or a car is masculinity.įOLKENFLIK: Recent studies have shown that making associations while asleep could help treat things like addiction. During dreams, he says, our brains form associations, and advertisers love that.ĪDAM HAAR: You can sell people a product by selling them an association. student at MIT and co-author of the recent article, agrees.
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STICKGOLD: I mean, dreams are actual mechanisms that have evolved biologically to help us make critical decisions about how to lead our lives in the future.įOLKENFLIK: Adam Haar, a Ph.D. Stickgold says there's power in how what we see when we're asleep shapes our reality when we're awake. STICKGOLD: A recent survey of marketing firms found that 77% of advertising agencies and marketing groups say that they hope to start using this type of dream incubation within the next three or four years.įOLKENFLIK: Last week, Stickgold and two other sleep scientists published an article in Aeon magazine about dream advertising. ROBERT STICKGOLD: I mean, they're all gung-ho for it.įOLKENFLIK: That's Robert Stickgold, a Harvard professor who has studied sleep and dreams for the past 25 years. I want you to tell yourself that you want to dream about the video as you fall asleep.įOLKENFLIK: And this concept that advertisers could plant ideas in sleeping subjects is gaining traction. UNIDENTIFIED PERSON #4: Get into your bed and get comfortable. Hoping to embed a desire to crack open a cold one. UNIDENTIFIED PERSON #2: Welcome to a sleep study.įOLKENFLIK. UNIDENTIFIED PERSON #1: Do you think it's possible to put a big game commercial in someone's dream?įOLKENFLIK: That's a Coors Light ad from earlier this year in which researchers tried to influence and hack the dreams of test subjects.
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This idea will define him.įOLKENFLIK: Something lifted from the movie "Inception."ĭICAPRIO: (As Dom Cobb) Well, it may come to change everything about him.įOLKENFLIK: Planting an idea, a desire in someone's dream is a concept that's excited not only screenwriters but scientists and now advertisers. LEONARDO DICAPRIO: (As Dom Cobb) The seed that we plant in this man's mind will grow into an idea. It sounds like the stuff of science fiction. (SOUNDBITE OF HANS ZIMMER'S "RADICAL NOTION")