Technology:
Dentsu, Japan’s
leading ad agency, will stat to conduct research on the mechanism of human
brain that invites empathy with others in collaboration with Ryuta Kawashima of Tohoku University famous for his collaboration with Nintendo in the development
of the brain training game software. Utilizing the research results, the
company plans to develop a house that enhances the sense of unity of family
members and a social networking service that deepens spiritual exchange of
users.
Prof. Kawashima
developed a technology to measure 20 brains simultaneously on the basis of
brain blood flow changes by irradiating the heads with far-red light. In the
latest experiment, he learned that brains of people working together show the
same wave pattern of brain activity occasionally even though they are totally
strangers, opening up the way to clarify the mechanism of brain when people
feel empathy.
Clarifying the
mechanism of brain brings about the possibility to develop a new product and
advertising approach. For example, family members live in a model house with equipment
for the measurement of their brain activities to study the optimal area of the
dining room, the optimal conditions for lighting and air-conditioning, and most
suitable building materials. Automakers plan to design the optimal interior
space that allows all passengers to share the pleasant time. It may be possible
to develop a meeting room that activates brainstorming of all attendants.
Dentsu will establish a joint research organization named “Smart Aging Lab” in
alliance with a total of 10 companies from such industries as education, real
estate, auto, and info-communications next January.
Nintendo’s brain
training game software
Nintendo’s brain
training game software
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