Applications of the human sciences to advertising: from the psychoanalysis to the implicit social cognition and the neuromarketing Abstract. The advertising executives always carried out a scientific watch with the aim of applying the models and the methods of the social sciences to improve their practices. The objective of the article is double. Firstly, through a short history, since 1930 until our days, we show how, with the different decades, the social sciences became increasingly complex and how the principal transfers of knowledge took place. The recent arrival of the paradigm of cognitive sciences and the implicit social cognition research are made the field more complex (e.g. the "neuromarketing") and made the applications rarer. By proposing one instrument to measure nonconscious advertising influence, we show, secondly, that advertising executives can find in this new paradigm, truly operational models.
Les applications des sciences humaines à la publicité : De la psychanalyse à la socio-cognition implicite et au neuromarketing