The persistence of memory: an fMRI investigation of the brain processing of Surrealistic imagery in advertising

Surrealistic images sought to duplicate the mysterious workings of dreams by the juxtaposition of incongruous and seemingly unrelated objects. Although Surrealist images have been the subject of extensive critical reflection, no previous neuroimaging studies have investigated how the brain processes Surrealistic imagery in advertising. Using functional magnetic resonance imaging, this study aimed at investigating the neural mechanisms associated with Surrealistic art techniques in advertising. The study employed a block design paradigm in which participants viewed five blocks of different real sets of advertisements arranged in four conditions: novel-congruent, repeated congruent, novel-Surrealistic and repeated Surrealistic. The results showed that, compared to other types of advertisements, Surrealistic imagery elicited greater activation in several brain areas including the parietal cortex (BA 1, 2, 3), the precuneus (Brodmann area (BA) 7), the lateral parietal cortex (BA 39/40), the prefrontal cortex (BA 6/9), the inferior frontal gyrus (BA 45/46), the anterior cingulate cortex (BA 24), the insula (BA 13) and the amygdala. This result suggests that, compared to other types of advertisements, Surrealistic advertisements are processed in different functional brain pathways. This finding lends strong support to the elaboration and surprise hypotheses, which postulate that incongruous stimuli elicit increased processing that leads to more distinct and robust memory traces.