Centro de Investigaciones Cerebrales/Facultad de Ciencias Administrativas y Sociales, Universidad Veracruzana/ Facultad

This edition was entitled: “Mirrors of the brain: are we what we believe?” and sought to promote reflection on the contributions that neurosciences have made to the field of marketing, advertising and human resource management. In a series of dialogues held by neuroscientists and specialists in advertising, marketing, political science, public management, industrial relations and business administration, the use of neuroscience principles and techniques in advertising and business was discussed.The issue of health and the way in which it can be affected by the social guidelines that are dictated through the advertising bombardment, was also a topic of discussion among experts. In the same way, it was reflected from the point of view of the neurosciences, but also from a philosophical perspective, about the power that the human being has to act as he chooses and from it to exercise free will. In addition, as part of its programme, the twelfth edition of World Brain Week offered, in addition to informative talks and recreational workshops, different artistic and scientific demonstrations. One of the dynamics that aroused great curiosity among the attendees (especially the youngest) was a workshop that showed the activity of a human brain. To do this, an electroencephalograph (a device that measures brain activity) was placed on the head of a subject who was observing, through a video, different advertisements. His response to these stimuli was reflected in the activity of his brain waves, which were appreciated by the public while a specialist explained, in a simple and funny way, what was happening from a scientific perspective.

The achievements obtained during the celebration of the twelfth edition of the BAW, Xalapa 2019, confirm, that society is eager to receive knowledge and that scientific dissemination can be the best pretext to live together in a fun and harmonious way. During the years we have been holding this knowledge fair, we can say that society in general, and particularly children and young people, have always demonstrated their ability and great enthusiasm to assimilate the knowledge offered to them.

The realization of the BAW is an exercise that allows each of the academics of the Brain Research Center to face the enormous commitment to explain the usefulness of their work and disseminate their knowledge to society to give them tools that contribute to improving their quality of life.

The information is adequate and has served us well.