Dreamvertising: Lokacin da tallace-tallace suka zo ga mafarkinmu

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• Sunan marubuci

  Quantumrun Haskaka
• Yuni 26, 2023

Karin haske

Mafarki mai niyya (TDI), filin da ke amfani da hanyoyin azanci don rinjayar mafarki, ana ƙara amfani da shi wajen tallan don haɓaka amincin alama. Wannan al'ada, wacce aka yiwa lakabi da 'vertising mafarki,' ana sa ran kashi 77% na 'yan kasuwan Amurka za su yi amfani da shi nan da shekarar 2025. Koyaya, an taso da damuwa game da yuwuwar rushewar sarrafa ƙwaƙwalwar ajiyar dare. Masu binciken MIT sun haɓaka filin ta hanyar ƙirƙirar Dormio, tsarin sawa wanda ke jagorantar abun cikin mafarki a cikin matakan bacci. Sun gano cewa TDI na iya ƙarfafa ƙarfin kai don ƙirƙira, yana nuna yuwuwar sa don tasiri ƙwaƙwalwar ajiya, motsin rai, yawo da hankali, da kerawa a cikin rana ɗaya.

Mafarki vertising mahallin

Ƙirƙirar mafarkai, ko ƙaddamar da mafarki (TDI), filin kimiyya ne na zamani wanda ke amfani da hanyoyin azanci kamar sauti don rinjayar mafarkin mutane. Za a iya amfani da kullun mafarkin da aka yi niyya a cikin yanayin asibiti don canza halaye marasa kyau kamar jaraba. Koyaya, ana kuma amfani da shi a cikin talla don ƙirƙirar amincin alama. A cewar bayanai daga kamfanin sadarwar Wunderman Thompson, kashi 77 cikin 2025 na masu kasuwancin Amurka suna shirin yin amfani da fasahar mafarki nan da shekarar XNUMX don talla.

Wasu masu suka, kamar Massachusetts Institute of Technology (MIT) Masanin kimiyyar neuroscientist Adam Haar, sun bayyana fargabar su game da wannan ci gaba mai girma. Fasahar mafarki tana dagula aikin ƙwaƙwalwar ajiyar dare kuma zai iya haifar da ƙarin sakamako masu tayar da hankali. Misali, a cikin 2018, Burger King's "mafarkin mafarki" burger na Halloween "an tabbatar da asibiti" don haifar da mafarki mai ban tsoro. 

A cikin 2021, Haar ya rubuta wani yanki na ra'ayi wanda ya nemi a samar da dokoki don hana masu talla su mamaye daya daga cikin wurare masu tsarki: mafarkin mutane. ƙwararrun masu sa hannu 40 ne suka goyi bayan labarin a fagagen kimiyya daban-daban.

Tasiri mai rudani

Wasu kamfanoni da kungiyoyi sun yi ta bincike sosai kan yadda za a iya jawo mutane su yi mafarkin takamaiman jigogi. A cikin 2020, kamfanin Xbox na wasan bidiyo ya haɗu tare da masana kimiyya, fasahar rikodin mafarki Hypnodyne, da kuma hukumar talla ta McCann don ƙaddamar da kamfen ɗin Made From Dreams. Jerin ya ƙunshi gajerun fina-finai waɗanda ke nuna abin da 'yan wasa suka yi mafarki game da su bayan kunna Xbox Series X a karon farko. Fina-finan sun ƙunshi faifan da ake zaton gwaje-gwajen rikodi na mafarki na gaske. A cikin ɗaya daga cikin fina-finan, Xbox ya ɗauki mafarkin ɗan wasa mara gani ta hanyar sautin sarari.

A halin yanzu, a cikin 2021, kamfanin abin sha da shayarwa Molson Coors ya haɗu tare da masanin ilimin tunanin mafarki na Jami'ar Harvard Deirdre Barrett don ƙirƙirar tallan jerin mafarki don Super Bowl. Sautunan sautunan tallan da wuraren tsaunuka na iya ƙarfafa masu kallo su yi mafarki masu daɗi.

A cikin 2022, masu bincike daga MIT Media Lab sun ƙirƙiri tsarin lantarki mai sawa (Dormio) don jagorantar abun cikin mafarki a cikin matakan bacci daban-daban. Tare da ka'idar TDI, ƙungiyar ta jawo mahalarta gwaji suyi mafarkin wani takamaiman batu ta hanyar gabatar da abubuwan motsa jiki yayin farkawa kafin barci da N1 (mataki na farko da mafi sauƙi) barci. A lokacin gwajin farko, masu binciken sun gano cewa dabarar tana haifar da mafarkai masu alaƙa da alamomin N1 kuma ana iya amfani da su don haɓaka ƙirƙira a cikin ayyukan mafarki daban-daban. 

Ƙarin bincike ya nuna cewa za a iya amfani da ka'idar su ta TDI don ƙarfafa ƙarfin kai don ƙirƙira ko imani cewa wani zai iya samar da sakamakon ƙirƙira. Masu binciken sun yi imanin cewa waɗannan sakamakon suna nuna babban yuwuwar haɓakar mafarki don yin tasiri akan ƙwaƙwalwar ɗan adam, motsin rai, yawo da tunani, da hanyoyin tunani mai ƙirƙira a cikin sa'o'i 24.

Abubuwan da ke tattare da fassarar mafarki

Faɗin fa'idodin tantance mafarki na iya haɗawa da: 

• Farawa waɗanda ke mai da hankali kan fasahar mafarki, musamman don wasa da kwaikwaya mahalli na gaskiya.
• Samfuran haɗin gwiwa tare da masana'antun fasahar mafarki don ƙirƙirar abun ciki na musamman.
• Ana amfani da fasahar Brain-Computer interface (BCI) don aika hotuna da bayanai kai tsaye zuwa kwakwalwar ɗan adam, gami da tallace-tallace.
• Masu cin kasuwa suna adawa da masu talla waɗanda ke shirin yin amfani da fasahar mafarki don haɓaka samfuransu da ayyukansu.
• Ma'aikatan lafiyar kwakwalwa suna amfani da fasahar TDI don taimakawa marasa lafiya da ke fama da PTSD da sauran matsalolin lafiyar kwakwalwa.
• Ana matsawa gwamnatoci lamba su daidaita tallan mafarki don hana masu talla yin amfani da binciken fasahar mafarki don manufarsu.

Tambayoyi don yin tsokaci akai

• Menene zai iya zama tasirin da'a na gwamnatoci ko wakilan siyasa masu amfani da mafarki?
• Menene sauran yuwuwar amfani da lokuta na kumbura mafarki?