Logos 'brand' youthful minds (The Independent)

From the "advertising is a form of mind control" department: Logos 'brand' youthful minds

A generation of young people is growing up with the logos of fast-food companies "branded" on their brains. Scientists say scans of children show the pleasure and appetite centres of their brains light up when they are shown advertising images such as the McDonald's logo.

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The study, conducted at the University of Missouri-Kansas City and the University of Kansas Medical Center, selected 120 popular food and non-food brands, including McDonald's and Rice Krispies, and BMW and FedEx. They used a type of MRI scanner – functional magnetic resonance imaging – which homes in on changes in blood flow: when areas of the brain become more active, blood flow increases.

Scans were carried out on children aged 10 to 14 as they were exposed to 60 food and 60 non-food logos. The results showed the food logos triggered increased activity in areas of the brain known to be involved in reward processing and in driving and controlling appetite.