According to Lorayne and Lucas, the best way to become better at this technique is to practice it frequently. Use the above steps to remember items in any list in their correct order by simply following your image associations down the list. On your way, you look up at the sky and worry that it might start raining because the clouds are dark.) Step 4: Practice Frequently You’re late to their birthday party, though, so you start running to the coffee shop. For example, to remember our list of words, your story might go like this: Imagine yourself drawing a picture of the moon for your friend’s birthday, but then your pencil breaks, so you decide to buy them coffee instead. (Shortform note: For a slightly different take on image-based associations, some memory experts recommend creating a story linking the different items on your list into one narrative (instead of creating separate associations for each pair of items). You can repeat this step for a list of any length, as long as you take the time to form a clear, strange, and dynamic mental image between each pair of items on the list. This could be a runner who’s made out of clouds or someone running in the sky on a path of clouds. Finally, you’d imagine something that connects running with cloud. Maybe you’d imagine a cup of coffee with legs running away from you when you try to drink it. Then, you’d associate coffee with running. You might picture brewing a cup of coffee with pencil shavings instead of coffee grounds. The authors state that the second word must be associated with the third, the third with the fourth, and so on.įor example, returning to our example list of words, your next task would be to create a silly mental image associating pencil with coffee. Step 3: Form Connections Between All of the WordsĪfter creating your association image between the first two words in the list, repeat Step 2 with the rest of the words. Paired with the dry and irreverent delivery of the comedian who plays Mayhem, this makes for a memorable ad campaign. The bizarre nature of a human representing common mishaps makes otherwise stressful scenes feel funny and relatable. Thus, we have an easier time recalling them (and may be more likely to buy from the company that created them).įor example, the insurance company Allstate has used its Mayhem character-a humorous anthropomorphization of various destructive and unexpected situations-to create popular commercials for years. Strange and funny commercials usually don’t match our brains' existing categories for ads, so they stand out instead of blending in with countless others. Other experts suggest that funny and bizarre ads are easy to remember because they defy our brain’s natural tendency to categorize information. Think of a commercial you can easily recall-it’s likely something bizarre, something that made you laugh, or both.Īccording to some advertising experts, funny ads are easier to remember because we pay more attention to them than to non-humorous ads, thus creating the foundational memories that Lorayne and Lucas discuss. How Advertisers Use Humor and Peculiarity to Create Memorable CommercialsĪdvertisers take advantage of our tendency to remember humorous and strange information to create memorable commercials. Thus, we pay close attention to moving images and are more likely to remember them.) Many predators that threatened the survival of early humans moved quickly, so our brains became highly adept at detecting motion. (Shortform note: In Brain Rules, John Medina explains that visual aids for learning (like our unusual, active mental pictures) often involve action and motion because of how we evolved. For instance, to create your association for the first two words on our example list from Step 1- moon and pencil-you might imagine that the moon has grown arms and is waving around a giant pencil. Furthermore, Lorayne and Lucas suggest incorporating action into your mental image, as actions are easier to remember than static pictures.
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