RT Journal Article SR Electronic T1 Ad Strategy and the Stone Age Brain JF Journal of Advertising Research JO J Advert Res FD WARC SP 103 OP 106 DO 10.2501/JAR-40-1-103-106 VO 40 IS 1 A1 Mark S. Cary YR 2000 UL http://www.journalofadvertisingresearch.com/content/40/1/103.abstract AB The central thesis of evolutionary psychology is that ‘the mind is a system of organs of computation, designed by natural selection to solve the kinds of problems our ancestors faced in their foraging way of life’. Little time has elapsed for our minds to adapt to the new conditions. Thus, our ‘mental organs’ are designed for Stone Age problems. This article discusses these implications for modern advertising and concludes that advertising that appeals to both the civilised needs and the underlying ‘Stone Age’ motivations should be more effective.