I’ve been watching a repeat of the series Secrets of the Superbrands, a TV series about marketing of global mega-brands, and the host of the series was visiting a laboratory that creates flavourings and fragrances for super-brands. They spoke about creating flavourings that match the “personality” of the brand, citing a list of emotional attributes that can be embodied “serious”, “playful” etc. How is the different to the varieties of synaesthesia that personify concepts such as numbers and letters, or the varieties of synaesthesia that personify objects such as house plants, fruits and cutlery?
Later a researcher in South London, Prof. Gemma Calvert of the Neurosense Group, at the Centre for Neuroimaging Sciences, was shown doing a study with an MRI brain scanner, putting people into the scanner while they were shown photos of the faces of people in their immediate family, and also shown photos of the products, featuring familiar product logos and labelling and packaging design, that they are personally familiar with. Apparently the photos of faces and products triggered similar patterns of brain activation, activiating a “reward centre”, the ventromedial prefrontal cortex, and also the face recognition areas at the back of the brain. This could be interpreted as evidence that advertising and marketing and brand packaging design produces the effect of personifiying products in ordinary people, so I think it follows that one does not need to be a personifying synaesthete to perceive objects as though they are faces or people. Perhaps personifying synaesthetes are more consciously aware of this effect, or perhaps we are more open to being manipulated in this way, but it shows that we aren’t really that special or different.