One of the great advances in today\’s society has been the understanding of the reptilian and Limbic brain in the area of ​​neuromarketing. The media and politicians have taken advantage of the understanding of these brain structures in order to design sales, propaganda and power schemes that reach the consumer in an almost unconscious way.

The idea that we have a reptilian, a limbic and a rational brain has long seduced many people dedicated to the world of advertising, market research and marketing. The triune model allows to consider separately three areas of the psychological life of people that is very easy to learn and internalize, a rational instance and another Impulsive.

This has meant that in the last decades the interest of advertising campaigns has focused on appealing to the reptilian and limbic brain, but not to the rational one. The reason is that considering that these two are more rooted in our evolutionary history, are easier to predict and at the same time, produces more powerful needs for purchases, given their importance and hierarchical assumption as a piece of the brain more important than Neocortex.
Ads and marketing campaigns have gone from thinking of the customer as an agent who needs to be informed about the characteristics of the product to rationally decide according to their interests, to try to touch the sensitive fiber of people to sell them a feeling associated with the product per se.

And the truth is that this change of focus has been a great success, unlike what happened in the 60s. Nowadays it is very common to try to seduce potential buyers without talking about the characteristics of the product or its price simply evokes emotions or stories are told easily associable to a lifestyle that we want to make our own. To ignore the logic of functioning of the rational brain and to put the target in the emotions and the basic desires is proving so profitable that even expensive product like perfumes and cars are sold this way
Our society is being control by those who know how to manipulate these 2 brains through power, submission, fear and control. The communications channels are the door to this new reptilian wave.