The Technology of Mind Reading
Wednesday
28 June 2006
19:00 - 20:30
Brain imaging is one of the most impressive new technologies of the last 50 years, but is it really advanced enough for mind reading'? Doctors and researchers can certainly glean valuable information about the damaged brain from imaging techniques, and knowing which areas of the brain are active during certain behaviours is invaluable for medicine and science.
Could the final frontier for brain imaging be to work out what people are really thinking?
Lie detectors are one thing, but could it one day be possible to admit a brain scan as evidence in a court case? Would this make trials fairer or could we end up with George Orwell's thought police?
Perhaps even more controversial is the emerging field of neuromarketing', the study of the brain's response to advertising and brands. Soon it may be possible for big corporations to chart the sequence of events within the brain that leads us to choose a certain brand. They could then use this knowledge to design more effective advertising that they hope will trigger the brand loyalty that's the Holy Grail of marketing. Is this an intrusion into our most private thoughts, or just a better way to improve products in response to customer feedback?
So will advances in brain imaging herald an exciting new era of understanding the brain, or will it be the beginning of a frightening world that could be more 1984' than 2006? Our speakers will help you decide.
Event organised by
The European Dana Alliance for the British Neuroscience Association
Arrive early to enjoy a wide variety of delicious food and drink in our air-conditioned d.café, or make use of our free Internet access in the d.lounge.
Could the final frontier for brain imaging be to work out what people are really thinking?
Lie detectors are one thing, but could it one day be possible to admit a brain scan as evidence in a court case? Would this make trials fairer or could we end up with George Orwell's thought police?
Perhaps even more controversial is the emerging field of neuromarketing', the study of the brain's response to advertising and brands. Soon it may be possible for big corporations to chart the sequence of events within the brain that leads us to choose a certain brand. They could then use this knowledge to design more effective advertising that they hope will trigger the brand loyalty that's the Holy Grail of marketing. Is this an intrusion into our most private thoughts, or just a better way to improve products in response to customer feedback?
So will advances in brain imaging herald an exciting new era of understanding the brain, or will it be the beginning of a frightening world that could be more 1984' than 2006? Our speakers will help you decide.
Event organised by
The European Dana Alliance for the British Neuroscience Association
Arrive early to enjoy a wide variety of delicious food and drink in our air-conditioned d.café, or make use of our free Internet access in the d.lounge.