{"id":75913,"date":"2022-09-21T13:48:46","date_gmt":"2022-09-21T11:48:46","guid":{"rendered":"https:\/\/blog.richardvanhooijdonk.com\/?p=75913"},"modified":"2022-12-22T13:07:32","modified_gmt":"2022-12-22T11:07:32","slug":"are-companies-trying-to-put-advertisements-in-our-dreams","status":"publish","type":"post","link":"https:\/\/blog.richardvanhooijdonk.com\/en\/are-companies-trying-to-put-advertisements-in-our-dreams\/","title":{"rendered":"Are companies trying to put advertisements in our dreams?"},"content":{"rendered":"\n<ul class=\"bold-list wp-block-list\">\n<li>The development of Targeted Dream Incubation<\/li>\n\n\n\n<li>Dream incubation for marketing<\/li>\n\n\n\n<li>Inducing nightmares with Burger King<\/li>\n\n\n\n<li>The ethics of dream hacking for advertising<\/li>\n<\/ul>\n\n\n\n<p>In a 1999 episode of Matt Groening\u2019s animated science-fiction sitcom <em>Futurama, <\/em>the protagonist Fry is <a href=\"https:\/\/www.imdb.com\/title\/tt0584425\/\">horrified<\/a> to find that, in the year 3000, advertisements even appear in people\u2019s dreams. When asked if they had ads in the late 20th Century, he replies \u201conly on TV and radio\u2026 and in magazines and movies and at ball games\u2026 on buses and milk cartons and T-shirts and bananas and written on the sky. But not in dreams, no sir-ee!\u201d Almost 25 years after the release of this episode, ads have only become more prevalent, especially with the increasing popularity of the internet and the advent of social media and apps. It is estimated that today, the average American is <a href=\"https:\/\/www.redcrowmarketing.com\/2015\/09\/10\/many-ads-see-one-day\/\">exposed<\/a> to between 4,000 and 10,000 advertisements daily. What\u2019s more, what was presented by Groening\u2019s show as a humorous satire on consumerism is becoming a reality \u2013 many centuries before the future in which the show is set. \u2018Dream incubation\u2019 methods and technologies are being developed, and marketers are showing great interest in using these for commercial purposes.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The development of Targeted Dream Incubation<\/strong><\/h2>\n\n\n\n<p>Professor of psychiatry at Harvard Medical School, Robert Stickgold, <a href=\"https:\/\/thehustle.co\/are-advertisers-going-to-infiltrate-our-dreams\/\">describes<\/a> how, in the last two decades, brain activity technology has advanced to the point where we can now analyse and understand dreams to a much greater extent. In 2000, Stickgold and his team <a href=\"https:\/\/www.scientificamerican.com\/article\/tetris-dreams\/\">carried out<\/a> a study on dreams with the aim of inducing what researchers call \u2018Targeted Dream Incubation\u2019 (or TDI). Subjects were instructed to play the video game Tetris extensively for three days, and 60 per cent reported the game then being featured in their dreams. In fact, even some subjects who completely forgot that they had played the game still dreamt about it. This happens because of associations (for example, combinations of visuals and sounds or scents) formed while awake. When subjects drifted into what scientists call \u2018hypnagogia\u2019 \u2013 or the state between being awake and asleep \u2013 researchers introduced a sound or scent that the subjects had come to associate with the video game.&nbsp;&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-center quote-stat is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"has-text-align-center\">\u201cAll night long, your brain is reprocessing memories from the previous day, connecting them with other memories, sifting through the residue to decide which ones to keep, and stabilizing them\u2026 Our dreams are literally creating who we are.\u201d<\/p>\n<cite><em>Robert Stickgold, professor of psychiatry, Harvard Medical School<\/em><\/cite><\/blockquote>\n\n\n\n<p>Since Stickgold\u2019s study, dream incubation has advanced significantly, with a team from MIT even <a href=\"https:\/\/www.media.mit.edu\/projects\/sleep-creativity\/overview\/\">developing<\/a> the Dormio device that optimises the process. Dormio is a glove equipped with sensors. It detects when the wearer has entered hypnagogia, at which moment it plays an audio cue. For example, when Dormio played a recording of the word \u2018tree\u2019, 67 per cent of wearers reported dreaming about trees. The team behind Dormio believes that the device could be used to induce inspiration for people in creative fields such as writing, art, and music.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Dream incubation for marketing<\/strong><\/h2>\n\n\n\n<p>Corporations are also becoming increasingly interested in Targeted Dream Incubation for marketing and advertising purposes. For example, the Molson Coors Beverage Company (of Coors Light fame) <a href=\"https:\/\/www.businesswire.com\/news\/home\/20210127005208\/en\/Coors-Light-and-Coors-Seltzer-Are-Creating-the-First-Big-Game-Ad-That-Runs-in-Your-Dreams\">carried out<\/a> an experiment in which 18 subjects <a href=\"https:\/\/vimeo.com\/513024541\">viewed <\/a>a video of natural imagery combined with brief glimpses of Coors Light cans and a soundtrack. The soundtrack from the video was then played as the subjects fell asleep. While this experiment wasn\u2019t quite as effective as Harvard\u2019s or MIT\u2019s, almost one-third of the participants reported dreaming about Coors products. The potential of TDI to increase awareness \u2013 and therefore sales \u2013 of products makes it an attractive concept to marketers, with a survey by the American Marketing Association-New York <a href=\"https:\/\/www.zdnet.com\/article\/marketers-want-to-influence-your-dreams-consumers-not-so-much\/\">revealing<\/a> that over three-quarters of marketers plan to use TDI technology in the next three years. Many companies are <a href=\"https:\/\/futureofmarketinginstitute.com\/sweet-dreams-or-nightmares-the-future-of-advertising-in-dreams\/\">developing<\/a> what are known as \u2018Brain Computer Interfaces\u2019 (or BCIs). These devices facilitate direct communication between the human brain and external devices, and examples include thought-to-text technology that <a href=\"https:\/\/singularityhub.com\/2021\/05\/18\/a-new-brain-implant-turns-thoughts-into-text-with-90-percent-accuracy\/\">enables<\/a> users to type on screens with only their thoughts. Elon Musk\u2019s company Neuralink is <a href=\"https:\/\/www.zdnet.com\/article\/elon-musks-brain-computer-startup-is-getting-ready-to-blow-your-mind\/\">investing<\/a> in BCI technology that may one day integrate with AI or even enable users to record and download memories.<\/p>\n\n\n\n<p>Our dreams already frequently feature brands, which is not surprising considering how many ads we are exposed to and products we use every day. A survey by luxury beds manufacturer Plush Beds <a href=\"https:\/\/www.plushbeds.com\/blogs\/green-sleep\/is-advertising-following-us-into-our-dreams-survey\">found<\/a> that 42 per cent of people reported dreaming about Apple products, 33 per cent about Nike, and 32 per cent about Amazon. The potential for companies to further facilitate this is notable too \u2013 smart devices such as Apple\u2019s iPhone and Watch and Google\u2019s Fitbit and Nest Hub have functionalities aimed at improving sleep. The possibility of similar devices one day influencing dreams \u2013 whether openly or secretly \u2013 is not difficult to imagine.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Inducing nightmares with Burger King<\/strong><\/h2>\n\n\n\n<p>Not all dream incubation attempts aim to induce positive experiences, and neither do all use advanced technologies. In 2018, fast food chain Burger King <a href=\"https:\/\/www.cnbc.com\/2018\/10\/18\/burger-king-creates-nightmare-burger-with-green-bun.html\">released<\/a> a sandwich \u201cclinically proven to induce nightmares\u201d as a Halloween product. \u2018The Nightmare King\u2019 was a quarter-pound beef burger with a chicken fillet, melted cheese, bacon, onions, and mayonnaise, all on a bright green sesame seed bun. Working alongside neurological diagnostics laboratory Florida Sleep &amp; Neuro Diagnostic Services, the company carried out a study analysing 100 participants\u2019 dreams over 10 nights after eating the sandwich. This experiment resulted in a 3.5 time increase in nightmares, which the study\u2019s lead doctor Dr Jose Gariel Medina attributed to the combination of cheese and protein. One participant <a href=\"https:\/\/www.usmagazine.com\/food\/news\/burger-kings-nightmare-king-halloween-burger-has-a-green-bun-divides-social-media\/\">reported<\/a> that \u201csomeone in my dream turned into the burger. The burger then transformed into the figure of a snake.\u201d While The Nightmare King rollout appears to have been a simple publicity stunt, the ability of food manufacturers to make people dream about their products is something that is likely to be further explored.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The ethics of dream hacking for advertising<\/strong><\/h2>\n\n\n\n<p>Unsurprisingly, the use of TDI and BCI technologies for advertising purposes has raised ethical concerns. Stickgold, a key figure in the development of TDI, <a href=\"https:\/\/bigthink.com\/the-future\/dream-advertising-hacking\/\">believes<\/a> that \u201cproactive action and new protective policies are urgently needed to keep advertisers from manipulating one of the last refuges of our already beleaguered conscious and unconscious minds: Our dreams.\u201d Adam Haar, of the MIT team behind Dormio, agrees. There are concerns that data obtained from BCIs could be used to detect emotions such as anxiety or sadness and target advertisements for products or services aimed at soothing these \u2013 including alcohol, pharmaceuticals, and gambling. Stickgold and Haar propose more benevolent aims for these technologies, such as \u201cnightmare treatments, learning enhancements, overnight therapy, augmentation of creativity, and overcoming addiction\u201d. They believe that ethical principles, such as minimising the impact on sleep quality and refusing to \u2018hack\u2019 dreams without consent, are crucial.&nbsp;<\/p>\n\n\n\n<p>In 2021, a group of scientists including Robert Stickgold, Adam Haar, and almost 40 others <a href=\"https:\/\/dxe.pubpub.org\/pub\/dreamadvertising\/release\/1\">signed<\/a> an open letter warning of the dangers of dreams becoming \u201ca playground for corporate advertisers.\u201d In Stickgold\u2019s words, \u201cwhen you\u2019re awake, you have a whole collection of filters and mechanisms to evaluate information and filter out ads\u2026 Your sleeping brain can\u2019t do that. It assumes that whatever is activated during sleep is being activated internally, not by outside forces.\u201d Kathleen Esfahany, a researcher on Haar\u2019s team at MIT, expressed concern that \u201caddictions and other problems that exist in the real world could just be worsened\u201d by the use of TDI in advertising. Sara Mednick, professor of cognitive science at UC Irvine, noted the privacy implications: \u201cour dreams are our last sacred space. We\u2019re super vulnerable during our sleep and we may not even know we\u2019re being exposed to these techniques.\u201d An article <a href=\"https:\/\/aeon.co\/essays\/dreams-are-a-precious-resource-dont-let-advertisers-hack-them\">written<\/a> by Stickgold, Haar, and sleep and dream researcher Antonio Zadra, expressed further concerns about the ethics of dream hacking:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-center quote-stat is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"has-text-align-center\">\u201cAs scientists, we study sleep and dreams for a variety of reasons, including to understand sleep-dependent memory processing and emotion regulation; to study how dreaming impacts prior learning; to better understand and treat dream-related symptoms such as post-traumatic stress disorder (PTSD) nightmares; and as a source of clues about psychological wellbeing. Similarly, researchers working on TDI and in the broader field of dream engineering <a href=\"https:\/\/pubmed.ncbi.nlm.nih.gov\/32652511\/\">aim<\/a> to understand how the brain gives rise to dream experiences across different stages of sleep, and to improve people\u2019s sleep quality, stimulate creativity and facilitate sleep-related learning. While these are all laudable goals, we are highly concerned by the current efforts to exploit people\u2019s sleep and dreams, as highlighted by Molson Coors\u2019s attempt to use TDI to sell an addictive substance.\u201d&nbsp;<\/p>\n<cite><em>Robert Stickgold, Adam Haar, and Antonio Zadra<\/em><\/cite><\/blockquote>\n\n\n\n<p>However, some scientists believe that these concerns are out of proportion. Director of the Universit\u00e9 de Montr\u00e9al\u2019s Dream and Nightmare Lab Tore Nielsen doesn\u2019t believe that \u201cit is very realistic at all for advertisers to manipulate our dream content \u2013 especially not against someone\u2019s will\u2026 New tech is showing some signs of progress, but we are nowhere near having a \u2018problem\u2019 with \u2018unconscious mind control\u2019, in my opinion.\u201d Journalist Shoshana Wodinsky <a href=\"https:\/\/gizmodo.com\/no-brands-cant-target-ads-at-your-dreams-1847113888\">questions<\/a> the usefulness of dream hacking for advertisers: \u201cyou can\u2019t track whether someone clicked on a dream ad or signed up for a dream email service, or even if they actually comprehended what the hell they were looking at in the first place. Dreaming about beer and waking up to smash that buy button on a 6-pack are two very different things.\u201d There are also <a href=\"https:\/\/www.federalreserve.gov\/boarddocs\/supmanual\/cch\/200806\/ftca.pdf\">existing<\/a> regulations that prohibit \u201cunfair or deceptive acts\u201d in advertising, which would most likely cover dream hacking. However, regulations can change over time, and often struggle to keep up with emerging technologies.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Closing thoughts<\/strong><\/h2>\n\n\n\n<p>Will we see advertising in our dreams one day? It is certainly possible, although it is difficult to calculate the likelihood and the extent. Advertising is already ubiquitous, and it is already important to ask ourselves what role it should play in our lives, now and in the future. Technology continues to advance regardless of ethical concerns, which makes it vital that we decide \u2013 as a society \u2013 how it should be used. Are technologies such as TDI and BCI best suited for increasing profits, or should they be used to improve public wellbeing? Are these applications mutually exclusive? Even if the ethical concerns are out of proportion, we will need to answer these questions sooner or later.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In a 1999 episode of Matt Groening\u2019s animated science-fiction sitcom Futurama, the protagonist Fry is horrified to find that, in the year 3000, advertisements even appear in people\u2019s dreams. When asked if they had ads in the late 20th Century, he replies \u201conly on TV and radio\u2026 and in magazines and movies and at ball [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":76731,"parent":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","footnotes":""},"categories":[2877],"tags":[],"article-type":[],"trends":[5482],"class_list":["post-75913","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-en","trends-neurotech-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Are companies trying to put advertisements in our dreams?<\/title>\n<meta name=\"description\" content=\"The concept of advertisers reaching us through our dreams was once 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