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Medicine, Technology

Eye: companies want to put advertising in dreams too

A world in which we are not safe from corporate advertising even when we sleep? There is sleep to be lost.

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Advertising
June 15 2021
Gianluca RiccioGianluca Riccio
⚪ 4 minutes

Scientists have a stern warning for us: companies want to target our dreams with advertising. Do not smile, if it seems absurd: because they are already doing it.

Second Science Magazine, 40 researchers with expertise in sleep dynamics have signed an open letter calling on lawmakers to regulate a technique called "targeted dream incubation (TDI)". In the letter, the researchers warn that big companies like Coors 'and Burger King are actively attempting advertising to design potential customers' dreams.

clear wine glass with red liquid
Photo by Blake wisz on Unsplash

A dream advertisement

"TDI advertising is not a funny gimmick, but a slippery slope with real consequences", the researchers wrote in their letter . "Planting dreams in people's minds for the purpose of selling products, not to mention addictive substances, raises important ethical questions."

Our dreams can't become just another playground for corporate advertisers

A sentence from the letter from the researchers

Dreaming of beer

The authors of the letter specifically cite a case in which Molson coors - the parent company of Coors, Blue Moon and Miller beers - used TDI to advertise in people's dreams in the days leading up to the Super Bowl.

The article continues after the related links

Digital signage, the future of communication is remote (and ecological)

Motion Pillow, the pillow that hears you snore, moves your head and saves me

For this, they invited willing participants to watch a "dream-inducing video". A video created with the help of a sleep scientist that included images and sounds of "waterfalls, mountains and, of course, Coors" before falling asleep, according to a press release from Molson Coors .

Participants were encouraged to share the link to the video with friends, with the promise of a free bottle of 12 beers.

Get an idea of ​​what happened:

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Disturbing implications. Indeed obscene.

Having a company that makes its way into your dreams with advertisements seems like something born directly from the authors of Black Mirror, but that is exactly what is happening in reality.

Although dream engineering currently requires our active participation, researchers warn that this advertising gimmick could usher in a new (negative) phase of advertising.

A stage where companies employ passive TDI tactics, perhaps through things like smart speakers.

Advertising

Hypnosis at home

"[It is] easy to imagine a world where smart speakers […] become passive and unconscious night advertising tools, with or without our permission," the authors say in the letter. "These tailor-made soundtracks would become a backdrop for our sleep. A bit like the endless billboards that dirty the streets (and that we risk finding ourselves" obligatory " even on the car display) have become for our waking life ".

For now, we will have to wait and see if lawmakers do anything about it. If the researchers are right, however, this could end up being a slippery slope.

A world where we are not safe from advertising even in our sleep: there is enough to go insomniac.

Tags: dealerdreamsSleep

To submit articles, disclose the results of a research or scientific discoveries write to the editorial staff

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