PT  - JOURNAL ARTICLE
AU  - Cary, Mark S.
TI  - Ad Strategy and the Stone Age Brain
AID  - 10.2501/JAR-40-1-103-106
DP  - 2000 Jan 01
TA  - Journal of Advertising Research
PG  - 103--106
VI  - 40
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/40/1/103.short
4100  - http://www.journalofadvertisingresearch.com/content/40/1/103.full
SO  - J Advert Res2000 Jan 01; 40
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.