New Scientist. One study. Two adverts. The only difference between them is a four second scene in which the female model either looked passively at the camera or touched her cheek with the back of her hand.
The one advertisement was much preferred over the other, even though the volunteers did not notice any difference between them. Apparently the gesture produced a measurable, positive emotional response. No wonder all those ad models are endlessly caressing themselves or running their hands through their own silky tresses in outrageous displays of product porn.
Still, it’s a bit scary. 4 seconds? One gesture? Is that all it takes to manipulate rational thought?
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