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Neuroscience

Regularly Exercising With Weights Linked to Lower Risk of Death – Neuroscience News

Summary: Regular weight training exercise is associated with a reduced risk of death, a new study reports. Incorporating aerobic exercise with weight-based exercise adds to the protective effect.

Source: BMJ

Regularly exercising with weights is linked to a lower risk of death from any cause, with the exception of cancer, finds research carried out in older adults and published online in theBritish Journal of Sports Medicine.

And ensuring that a weekly exercise routine includes both weights and aerobic activities seems to have an additive effect, the findings suggest.

Current guidelines on physical activity for all adults recommend at least 150 weekly minutes of moderate intensity aerobic activity, or a minimum of 75 minutes of vigorous intensity aerobic activity, or an equal combination of the twousually referred to as MVPA (moderate to vigorous physical activity).

All adults are also recommended to incorporate activities that work all the major muscle groups. Yet while aerobic exercise is consistently associated with a lower risk of death, its not clear if working out with weights might have similar effects.

In a bid to plug this knowledge gap, the researchers set out to evaluate separately and jointly the potential impact of exercising with weights and aerobic activities on the risk of death among older adults.

They drew on participants from the Prostate, Lung, Colorectal and Ovarian (PLCO) Cancer Screening Trial. This began in 1993 and includes 154,897 men and women aged 5574 from 10 different cancer centres in the United States.

In 2006, 104,002 of the participants were additionally asked if they had exercised with weights over the past year, and if so, how often they had done soanything from less than once a month to several times a week.

And they were asked about the frequency and duration of both moderate and vigorous intensity physical activity over the past year.

Moderate intensity was described as activity where you worked up a light sweat or increased your breathing and heart rate to moderately high levels and vigorous activity as activity strenuous enough to work up a sweat or increase your breathing and heart rate to very high levels.

Four activity groups were generated based on total weekly minutes of MVPA: (1) inactive, 0 minutes; (2) insufficient aerobic MVPA, 1149 minutes; (3) sufficient, 150+ minutes of moderate, or an equivalent amount of vigorous, activity; and (4) highly active, 301 or more minutes of moderate, or an equivalent amount of vigorous, activity.

In all, the responses of 99,713 people were included in the final analysis, 28,477 of whom died over an average of 9 years of monitoring. Their average age at the start of the monitoring period was 71, and the average weight (BMI) was 27.8 kg/m2which is defined as overweight.

Nearly 1 in 4 (23%) respondents reported some weightlifting activity; 16% said they exercised with weights regularly between one to six times a week. Nearly a third (32%) were sufficiently aerobically active, either meeting (24%) or exceeding (8%) the guidelines on MVPA.

Exercising with weights and aerobic MVPA were both independently associated with a lower risk of death from any cause, as well as from cardiovascular disease, but not from cancer.

Overall, working out with weights in the absence of MVPA was associated with a 9-22% lower risk of death, depending on the amount: for example, using weights once or twice a week was associated with a 14% lower risk.

Similarly, among those who didnt exercise with weights, aerobic MVPA was associated with a 24-34% lower risk of death from any cause, compared with those who reported neither MVPA nor exercising with weights.

But the lowest risk of death was seen among those who said they did both types of physical activity.

For example, the risk of death was 41-47% lower among those who said they met most recommended weekly levels of MVPA and who exercised with weights once or twice a week than it was among those who were physically inactive.

Educational attainment, smoking, BMI, race and ethnicity didnt significantly change the associations observed, but sex did: the associations were stronger in women.

This is an observational study, and as such, cant establish cause, added to which it relied on personal recall and included data from a single point in time. Specific details on training intensity, training load, volume (sets and repetitions), and for how long participants had been exercising with weights werent available, all of which may have influenced the findings.

The study focused only on weights, but there are other types of muscle strengthening exercise, say the researchers, citing callisthenics, which include push-ups and squats; Pilates; and plyometric exercises, which include tuck jumps and burpees.

Using weights can make a body leaner: total lean mass is independently associated with a lower risk of death, say the researchers by way of an explanation for their findings. And if done in a gym, could also be very sociableanother factor associated with a longer, healthier life.

Our finding that mortality risk appeared to be lowest for those who participated in both types of exercise provides strong support for current recommendations to engage in both aerobic and muscle-strengthening activities, they write.

Older adults would probably benefit from adding weightlifting exercises to their physical activity routines, they conclude.

Author: BMJ Media RelationsSource: BMJContact: BMJ Media Relations BMJImage: The image is in the public domain

Original Research: Closed access.Independent and joint associations of weightlifting and aerobic activity with all-cause, cardiovascular disease and cancer mortality in the Prostate, Lung, Colorectal and Ovarian Cancer Screening Trial by Charles E Matthews et al. British Journal of Sports Medicine

Abstract

Independent and joint associations of weightlifting and aerobic activity with all-cause, cardiovascular disease and cancer mortality in the Prostate, Lung, Colorectal and Ovarian Cancer Screening Trial

Objectives

Both aerobic moderate to vigorous physical activity (MVPA) and muscle-strengthening exercise (MSE) are recommended, but the mortality benefits of weightlifting, a specific type of MSE, are limited.

Methods

In the Prostate, Lung, Colorectal and Ovarian Cancer Screening Trial, we used Cox proportional hazards regression to calculate hazard ratios (HRs) and 95% CIs for the associations between weightlifting and mortality, adjusting for demographics, lifestyle and behavioural risk factors. The sample included 99713 adults who completed the follow-up questionnaire that assessed weightlifting who were subsequently followed up through 2016 to determine mortality (median 9, IQR 7.610.6 years).

Results

Mean age at the follow-up questionnaire was 71.3 (IQR 6676) years, 52.6% female, with mean body mass index of 27.8 (SD 4.9) kg/m2. Weightlifting was associated with a 9% lower risk of all-cause mortality (HR=0.91 (95% CI 0.88 to 0.94)) and CVD mortality (0.91 (95% CI 0.86 to 0.97)) after adjusting for MVPA. Joint models revealed that adults who met aerobic MVPA recommendations but did not weightlift had a 32% lower all-cause mortality risk (HR=0.68 (95% CI 0.65 to 0.70)), while those who also reported weightlifting 12times/week had a 41% lower risk (HR=0.59 (95% CI 0.54 to 0.64)), both compared with adults reporting no aerobic MVPA or weightlifting. Without adjustment for MVPA, weightlifting was associated with lower cancer mortality (HR=0.85 (95% CI 0.80 to 0.91)).

Conclusion

Weightlifting and MVPA were associated with a lower risk of all-cause and CVD mortality, but not cancer mortality. Adults who met recommended amounts of both types of exercise appeared to gain additional benefit.

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Regularly Exercising With Weights Linked to Lower Risk of Death - Neuroscience News

Human Behavior

Biometrics: Why Are They Needed and Top Practical Applications – Spiceworks News and Insights

Companies have used passwords to secure their data and assets for a long time. But password security has grown less effective as processing speeds have accelerated and cryptanalysis methods have improved. Consequently, a more advanced authentication technique is required. Biometrics is one such method. This article delves deep into biometrics, discussing its challenges, applications, and why we need to implement it as a critical authentication method. Read on.

Biometrics is an authentication factor that uses human behavior and physical attributes to identify a user. We can use several physical characteristics, but not all provide the same level of protection for an organizations resources. Nor are all scanning technologies suited for all business environments.

In this article, we have examined each approach to measuring biometric characteristics, the challenges with each, and the role of biometrics in overall identity management.

For decades, organizations relied on passwords to protect information resources. However, the increase in processor speed and improvements in cryptanalysis have made passwords weak protection, as the NIST describes in their password use guidelines.

The need for something more resulted in the creation of other approaches and divided all associated authentication factors into three types.

Type I Something you know (passwords, PINs, passphrases, etc.)

Type II Something you have (token, certificate, one-time password generator, )

Type III Something you are (biometrics: fingerprint, vein pattern, iris pattern, )

Each type has advantages and disadvantages, often resulting in higher than the acceptable risk when protecting highly classified systems and data, making using two or more factors necessary.

Biometrics is just one factor, a factor that has challenges of its own. Consequently, it is not an authentication silver bullet, often requiring an additional factor, depending on solution characteristics and the risk you are trying to mitigate.

See More: Deepfakes: Can Biometric Authentication Defeat the New Cybersecurity Nightmare?

Before looking at specific biometrics solutions, it is essential to understand their common characteristics and challenges, including error rates, effectiveness, advantages, and disadvantages.

First, each biometrics solution has three associated error rates, as shown in Figure 1. False rejection rates (FRRs), known as Type I errors, are the rate at which an authentication system fails to verify the identity of an authorized user. A Type II error, the false acceptance rate (FAR), is the rate at which the authentication system incorrectly authenticates unauthorized users. The crossover error rate, or CER, is the point at which the FAR and the FRR are the same.

Figure 1: Biometrics Error Rates

As we increase the sensitivity of the biometrics sensors, the sensors scan and measure user characteristics, the FRR increases, and the FAR decreases. In other words, as we try harder to prevent unauthorized users from getting authenticated, we frustrate our users, reducing their productivity as we increase the number of times an authorized user fails to authenticate.

The CER varies across the characteristics measured and the available vendor solutions. When selecting a solution, it is crucial to understand the risk associated with the error rates and choose the one that fits the specific application within your organization.

The placement of sensors is an important consideration. For example, placing fingerprint sensors that require placing a finger on a surface is not a good solution for many manufacturing environments. Ambient oil and other substances find their way to fingers and sensor surfaces, causing error rates to spike.

Further, environmental conditions can affect the characteristics scanned. Abdarahmane Wone et al. documented research in which they found evidence that features examined under different environmental conditions, other than those present when the person enrolled into the biometrics system, appeared different to scanners. I will cover enrollment later in this article.

Environmental considerations are important and should be discussed with any vendor presenting her solution for review.

It is not just picking the wrong solution that can cause your biometrics efforts to circle the drain. Failure is imminent if you lose management support or users simply refuse to use it.

One of the biggest reasons users resist biometrics is their belief that the organization collects and stores information about one or more of their physical characteristics. We must inform our users about how the process works and how it protects their information.

Another challenge involves cultural norms that vary from country to country and between cultures, affecting what individuals view as acceptable. Organizations must understand what resistance there might be to body part scanning and plan authentication efforts accordingly.

Managers begin to join other users in biometrics resistance when the solutions implemented hinder production, caused by multiple attempts to authentication or failure to recognize scans. Properly tuning your error rates, correctly assessing what works and what does not within specific work environments, and providing quick workarounds when biometrics fail all help prevent managers and employees from storming your office in a biometrics revolt.

There are two basic biometrics processes: enrollment and authentication.

Before an employee uses a biometrics solution for authentication, the organization must enroll him. Figure 2 shows a general enrollment process.

After the administrator creates an Active Directory account for the new hire, she begins the biometrics enrollment process.

Figure 2: Enrollment

Figure 3 shows that using the reference template for authentication is straightforward.

Figure 3: Biometrics Authentication

The UK National Cyber Security Center (NCSC) describes different approaches to attacking biometrics.

Not all biometrics solutions are susceptible to all of these attack vectors. In any case, the following section provides ways to strengthen each type of biometrics. The key takeaway, however, is that biometrics is not a completely safe authentication factor, with the risk associated with what is used, the quality of the sensors, and the processing algorithms.

According to Encyclopedia Britannica, a fingerprint is the collection of papillary ridges on the ends of the fingers and thumbs that enable us to grasp objects securely. The arrangement of these ridges, as shown in Figure 4, differs between individuals, providing unique identification.

Figure 4: Fingerprint Patterns (Encyclopedia Britannica)

Although there have been some claims that fingerprints are not unique, there is no credible evidence to support these claims. However, it is not difficult to create artifacts for fingerprint solutions that only check for patterns, ignoring checking to see if the patterns are actually part of a living person.

Organizations can strengthen fingerprint recognition efforts by

As shown in Figure 5, humans have a set of facial characteristics that organizations can use to authenticate their identities. 2D scanning includes

Figure 5: Biometrics Characteristics (TechSmith Assets)

Facial recognition does not require physical contact with the scanner. Users can often just simply sit in front of a device for facial recognition, requiring no special interaction.

Facial recognition, like fingerprint recognition, can be forged with facial artifacts created by threat actors, artifacts created using photographs or other media. The use of artifacts to bypass recognition is known as a presentation attack.

When evaluating a solution, one of the first things an organization should consider is its ability to defend against presentation attacks, taking steps to ensure the presence of a live human face, not an image, in front of the camera. According to Kevin Bonsor and Ryan Johnson, one approach is to use 3D scanning that looks at additional characteristics, like the curves of the eye socket, nose, and chin. Another is the use of video capture algorithms that detect nodding and blinking.

Stephen Mayhew writes that hand geometry is the longest implemented biometric type, debuting in the market in the late 1980s. However, the hand is not distinctive enough to use as a strong biometrics authentication in most solutions.

Hand scanning devices measure an individuals hand length, width, thickness, and surface area, capturing images of both the hands top and side.

Eye characteristics are unique, but iris and retina scans are not equally resistant to presentation attacks.

The iris, as shown in Figure 6, is the colored area around the pupil. Each persons iris is as unique as their fingerprint, and users often do not need to touch a scanner to authenticate. Another advantage is the lack of change over time in the iris patterns. However, iris artifacts can be created, making live-eye detection or a second authentication factor necessary for high-risk situations.

Figure 6: Iris (By Smhossei Own work, CC BY 3.0, Source)

Retina scans are intrusive, requiring the insertion of a harmless beam into the back of the eye to scan the retinas blood vessels. Figure 7 is an artists interpretation of the patterns inside the eye. This intrusion can cause users to refuse to use the scanner. An upside, however, is that it is as yet impractical for a threat actor to rely on an artifact during a retina scanning attack.

Figure 7: Retinal Blood Vessel Pattern (Retina Associates)

Eye scans are fast with low error rates. However, they can be costly for general use across an organization and more suitable for high-risk or quick access needs.

Vein recognition, also known as vascular biometrics, is very accurate, nearly impossible to fool with artifacts, fast, and with falling costs, making it a good alternative for fingerprint recognition. Using the subcutaneous blood vessels of the human body that create patterns unique for each individual, scanners typically use fingers or hands for authentication.

Figure 8: Vein Recognition (Parihar & Jain)

Although behavior recognition solutions are generally considered relatively weak, they can be used as part of zero-trust access control, providing periodic verification of a user without any pause in their tasks. Keystroke dynamics and voice recognition are two common approaches.

Keystroke dynamics uses a software agent placed on the users device. The agent measures overall typing speed, variations in how the user moves between keys, common typing errors, and the length of time keys are depressed. Solutions that continuously assess typing patterns provide authentication verification during the entire time a user is authenticated.

Voice recognition uses users voice prints for authentication. Threat actors can easily capture voice samples, patch needed phrases together if needed, and successfully launch a presentation attack.

See More: How Cloud-Based Biometrics Streamline Identity Management

My descriptions above are general statements about the different biometrics approaches. They, and the comparison information provided in Table 1, are contingent upon emerging technologies and the differences between solution vendors. It is essential to ask the right questions. Know what you are getting.

Table 1: Biometrics Comparisons

Biometrics can be a practical, easy-to-use authentication factor. However, not all environments are suited for every approach. Before selecting a solution, understand the environment in which it will operate, and the daily condition of the physical characteristics scanned, avoiding issues like fingers covered with oil or other substances. You might need more than one solution, each fitted to its operating environment and the risk associated with accessed resources.

One of the biggest challenges you will face is user non-acceptance based on privacy concerns. Management at all levels must understand and support the effort. Users must be trained and understand why something new is entering their work habits and the steps taken to protect their privacy.

One way to get managers and other employees on board is to involve them in the decision-making processes, starting with the review of the risk assessment, through requirements definitions and feasibility studies, to the selection of the final solution (or solutions).

Does your company have a powerful biometric mechanism in place? Let us know on LinkedIn, Facebook, and Twitter. We would love to hear from you!

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Biometrics: Why Are They Needed and Top Practical Applications - Spiceworks News and Insights

Anatomy

Hearts condemn ‘senseless behaviour’ following silence disruption – anatomy of a historic night at Tynecastle – The Scotsman

The players had left the field in the dying embers of a second Elizabethan age. When they re-emerged 15 minutes later, they were stepping out into a new age literally.

The Queen was dead. An announcement confirmed this at 6.30pm. King Charles III was now the reigning monarch. This smooth transition of the crown contrasted with how things played out on a dismal night in Gorgie.

The Tynecastle club were immaculate in their own efforts to comply with protocol for such an unusual occurrence as a reigning monarchs death being confirmed midway through a European fixture. The European element is significant. It meant Uefa were charged with putting into place an emergency procedure. It was a football version of London Bridge Is Down.

Enough black armbands for both teams were located. A decision to switch off the adverts flashing around the perimeter of the pitch was successfully implemented. News of the Queens death was relayed by announcer Graeme Easton at the start of the second half. The information was already spreading round the ground via social media. Generic instrumental music was played at a notably lower volume.

No birthday greetings were read out and neither was there any information about the clubs next game. It was already looking likely that tomorrows clash with St Mirren would be postponed, along with all other Scottish professional football matches this weekend.

In football terms, perhaps in other ways as well, Hearts might prefer to draw a veil over the European tie as quickly as possible - it was a good night to bury bad news like a 4-0 home defeat. And yet it will go down in history.

A recurring question in the years ahead will be, where were you when you heard Queen Elizabeth II had died? Around 15,000 or so will be able to say they were gathered at a stadium three or so miles from the official residence of the monarchy in Scotland. It was the only game of senior football on in Britain when the news was confirmed.

Heart of Midlothian are one of Scotlands most historic clubs. A team fought andnearly all died for King and country after conscripting en masse in 1915. Hearts played a Scottish Cup tie three days after the late Queens father, George IV, passed away on 6 February 1952. A 47,152 crowd observed a two-minute silence before Raith Rovers were beaten 1-0 with a late Willie Bauld goal.

Hearts greatest era in the mid-to-late 1950s might seem like a long time ago. But it still took place within the late Queens reign, which also covered Dave Mackays debut for Hearts in 1953 and Alex Youngs debut two years later. Ten of the clubs 16 major honours were won with her as Queen.

Its hard to analyse Thursday nights match without acknowledging the context. Footballers are professionals but Hearts were undeniably poorer in the second half.

Even the Turkish visitors, whose fate was landing amid a shifting of monarchical plates in Britain, wore black armbands. Turkey abolished their monarchy 100 years ago. Even my grandparents wouldnt have remembered a past full of sultans, London-based Turkish journalist Alp Ulagay later told me.

Nevertheless, Basaksehir were comfortable about taking part in the mourning. Manager Emre Belozoglu was careful to send his best wishes to the people of Great Britain afterwards.

The home players were banned from speaking to the media. Hearts manager Robbie Neilson answered only two questions. It meant avoiding dwelling on the disruption to the minutes silence that Uefa had instructed should take place at the start of the second half.

Again, this was unprecedented. Has there ever been a minutes silence at the start of a second half in British football before? When will there be one again? Likely never. Maybe thats a good thing.

Nobody was quite sure what was happening. Substitutes arrived late, skipper Craig Gordon, unsure when the minute was meant to have started, turned away too early. There was disunity, and worse, in the crowd too.

A shout of F*ck the Queen! from the Wheatfield Stand seconds in caused a rumble of commotion that included boos when a section of the main stand began singing God Save the Queen. Polish referee Krzysztof Jakubik cut things short.

Hearts issued a statement condemning the actions of the minority of supporters who took it upon themselves not to respect last nights minutes silence. It added: The club apologises, on their behalf, to those offended by their senseless behaviour during the time of national mourning, and we hope that lessons will be learned ahead of future tributes at Tynecastle Park.

Such a regrettable episode has prompted introspection and possibly some confusion among fans. Mike Hamilton, from Edinburgh, was drinking in the Golden Rule with his brother, Ken, afterwards. There are factions within the support, he said. These factions dont deeply divide people, they are surface level. People just have different views.

I was in Zurich watching Hearts last month and this sort of thing came up. There were fans with Union Jacks. Are Hearts a Scottish club or a British club? There are people with very different views on it, but they are still able to share a beer with each other.

The atmosphere was not typical of a European night at Tynecastle in the first place. It got notably more subdued. Hamilton puts this solely down to another poor performance from the hosts. The fans were flat because we were losing, he said. If Hearts were winning, it would have been different.

As it was, we got humbled 4-0 by a very good team. We reacted as we would have done two weeks or even two years ago. Perhaps. But little else felt normal.

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Hearts condemn 'senseless behaviour' following silence disruption - anatomy of a historic night at Tynecastle - The Scotsman

Genetics

Ambry Genetics Publishes 43000 Patient Study Showing Combined RNA and DNA Analysis Identifies Patients Who Are High-Risk for Cancer but Would Have…

ALISO VIEJO, Calif.--(BUSINESS WIRE)--Ambry Genetics, a leader in clinical diagnostic testing and a subsidiary of REALM IDx, Inc., announced today the findings of a study that showed paired RNA and DNA genetic testing, conducted at the same time, detected elusive pathogenic variants in 1 of every 950 patients that were missed by DNA testing alone. The findings, published in npj Genomic Medicine, highlight the importance of combining RNA and DNA analysis in hereditary cancer testing to give clinicians and their patients the most accurate and comprehensive genetic data needed to inform patient care and achieve the best outcomes.

According to the National Library of Medicine, as of August 2017, there were approximately 75,000 genetic tests on the market, representing 10,000 unique test types. Unfortunately, many of these DNA-only tests exclude large portions of DNA such as introns, a sequence of DNA that is spliced out before an RNA molecule is translated into a protein. In addition to omitting large portions of introns, DNA-only testing lacks the functional context to determine whether a variant increases cancer risk, which can lead to inconclusive results. These limitations may prevent patients and their families from getting accurate results to inform their preventative or therapeutic care.

Concurrent RNA and DNA testing helps identify more patients at risk by determining if an uncertain result from DNA testing is normal or disease-causing, and expands the range of genetic testing to identify mutations that DNA-only testing misses.

With our +RNAinsight test we were the first company to offer upfront paired DNA and RNA sequencing to give clinicians and their patients the most accurate and comprehensive information about their cancer risk, said Tom Schoenherr, CEO, Ambry Genetics. This study confirms that conducting RNA and DNA testing together is critical to help identify high-risk individuals who would have been missed by DNA-only testing.

Previously, published evidence of the value of RNA sequencing has been limited by studies with small sample sizes and enriched cohorts. This study by Ambry is the largest to examine the impact of paired DNA and RNA analysis in hereditary cancer testing. In the study, tests from 43,524 patients who underwent paired DNA-RNA genetic testing using Ambrys +RNAinsight from March 2019 through April 2020 were examined to determine if the paired sequencing detected more pathogenic variants than DNA testing alone. The analysis identified patients who had disease-causing alterations that DNA testing alone would have misinterpreted. Examining the RNA data resolved variant findings in 549 patients (1 in 79 patients) by providing the required functional data for more accurate interpretation of splicing variants. In addition, the analysis showed that 1 of every 950 patients had a pathogenic deep intronic variant that would not have appeared in DNA testing alone.

The results from the study may underestimate the total clinical impact because some of the patients families who are now eligible for genetic testing were not tested. In addition, the ripple effect created by these updated results extends to past and future patients. These downstream benefits were not quantified in the current study.

This is the largest study of its kind to show the importance of RNA testing in predicting cancer risk, said Carrie Horton, senior clinical research specialist for oncology and first author of the study. Its clear that RNA analysis has the potential to become a standard practice for genetic testing to improve hereditary cancer care.

A webinar, open to the media, genetic counselors, clinicians and other interested parties, will be conducted on Thursday, September 15 at 10 a.m. PT to review the study findings. Registration information is here.

Ambrys +RNAinsight was the first test to provide comprehensive gene coverage for RNA analysis to help classify and detect DNA variants associated with a variety of cancers including breast, ovarian, prostate, colon, pancreatic and uterine. +RNAinsight enables more accurate identification of patients with increased genetic risks for cancer, finds actionable results that may otherwise be missed and decreases the frequency of inconclusive results.

About Ambry Genetics

Ambry Genetics, a subsidiary of REALM IDx, Inc., translates scientific research into clinically actionable test results based upon a deep understanding of the human genome and the biology behind genetic disease. It is a leader in genetic testing that aims to improve health by understanding the relationship between genetics and disease. Its unparalleled track record of discoveries over 20 years, and growing database that continues to expand in collaboration with academic, corporate and pharmaceutical partners, means Ambry Genetics is first to market with innovative products and comprehensive analysis that enable clinicians to confidently inform patient health decisions.

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Ambry Genetics Publishes 43000 Patient Study Showing Combined RNA and DNA Analysis Identifies Patients Who Are High-Risk for Cancer but Would Have...

Genetics

You and Your Doppelganger Might Have More in Common Than Just Looks – Gizmodo

Some of the lookalike pairs who were studied in the current research.Photo: Joshi, et al/Cell Reports

It turns out that unrelated doppelgangers may have quite a bit in common beyond just twin faces. New research suggests that lookalikes with incredibly similar faces tend to share many genetic variantsvariants that dont just seem to shape their appearance but general aspects of their life. At the same time, other important influences, such as the microbiome, appear to contribute little to their symmetry.

Study author Manel Esteller, a geneticist and director of the Josep Carreras Leukemia Research Institute (IJC) in Barcelona, Spain, is interested in what makes people the way they are. In 2005, he and his colleagues published research showing that identical twins werent as identical as they appear at first glance. While they had the same basic genetic patterns, they differed noticeably in their epigenetics: changes in how our genes express themselves, which are caused by environmental or behavioral factors, such as smoking or age.

In their new research, published Tuesday in Cell Reports, Estellers team wanted to look at the other side of the coinpeople who look so similar that they could be twins but arent actually related. To do this, they turned to the work of Canadian photographer Franois Brunelle, who has been documenting doppelgangers around the world as a long-running project. With his help, they were able to get in touch with 32 pairs of lookalikes who were willing to offer their time and a spit sample so that the researchers could take a peek at their DNA and other inner workings, such as the community of microbes living in their mouth.

Brunelles project relies on a subjective interpretation of peoples similarity. So to find the most identical non-identical people, Estellers team ran peoples photos through three different facial algorithms. Out of the original 32, 16 pairs were deemed to completely match by all three programs, and the researchers focused the bulk of their study on them.

In general, these pairs shared many single nucleotide polymorphisms (SNPs), which are the most common type of genetic variation in humans. Nine of the 16 were so genetically in-sync that they were considered ultra lookalikes. By contrast, however, the pairs epigenetics and oral microbiomes had relatively little in common.

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The results were that these lookalike humans had similar genetic sequences and are therefore like virtual twins, while their epigenetic and microorganism flora profiles differentiate them, Esteller said in an email to Gizmodo. Interestingly, he added, this genetic similarity didnt stop at facial appearance. Compared to non-lookalike pairs, for instance, doppelgangers were more likely to have similar levels of education, height, weight, and even smoking history.

The researchers took pains to make sure that the doppelgangers werent unknowingly closely related. While the pairs did tend to share the same country of origin or self-described ethnic background, they werent any more related to each other than pairs randomly selected from the same population, the team determined. Only one pair was suspected to possibly have had a common ancestor in the last several hundred years, while some pairs were living on wholly different continents.

Thus, we think that the generation of some genetic similarities between these couples occurred by random chance, Esteller said. There are so many people on the planet that the system is repeating itselfthe combinations of the genome are no longer infinite.

It may make sense that facial doppelgangers would have many genetic similarities, but the findings could offer new insights on the ever-running debate of nature versus nurture, Esteller noted. While our genetics seem to play a leading role in shaping our face and other aspects of who we are, both this study and Estellers earlier work indicates that genes arent the be-all, end-all.

Thus, nature is very strong, but nurture tunes up the genome a little bit, he said.

There may be other far-reaching implications of this and similar research. If its true that our genes are so influential to facial appearance, then it could very well be possible to someday accurately reconstruct the unknown face of a criminal though DNA left at a crime scene, the team argues. Health-wise, it could also be possible that a persons face would be able to provide clues about their genetics, including the presence of high-risk variants for diseases like diabetes or dementia.

These are two goals that Esteller and his team are interested in pursuing further. They also hope to expand their project to document more lookalikes and to study other factors that influence our lives, such as the transcriptome (how our RNA is expressed) and the proteome (the proteins that our cells actually make based on their genetic instructions).

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You and Your Doppelganger Might Have More in Common Than Just Looks - Gizmodo

Human Behavior

Technology Is Unable To Replace Human Behavior At The Moment – Nation World News

Rocio Lpez Fonseca has worked in the media since 2000.Most of these 20 years were in Noticistema, Radio Metropoli and Radio Vital.Specialization in the field of health began in 2004 and in 2009 he was part of the second generation of Diploma in Journalism in Public Health organized by the University Center for Health Sciences of UDG. Producer, editor, reporter and host of various information spaces, and special programs on health issues, always with doctors in various specialties to address the issues in a professional and objective manner. He is currently part of the team of the coronavirus program, UdG Television Pandemic, since the project started in March. He also has a podcast called Ask Rocks for his personal site, and his social network, as well as a social network addressing health and wellness issues.

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Technology Is Unable To Replace Human Behavior At The Moment - Nation World News

Anatomy

Presented at SCCT – New Plaque Clinical Data Provides Additional Insights on Anatomy and Physiology in Clinical Decision Making for Patients -…

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MOUNTAIN VIEW, Calif., July 21, 2022 (GLOBE NEWSWIRE) -- HeartFlow, Inc., the leader in revolutionizing precision heart care, released two datasets utilizing its HeartFlow AI-based Plaque technology* (referred in below as HeartFlow Plaque). The first dataset - HeartFlows largest study to date - studied over 11,800 patients and enables physicians to understand a patient's burden of coronary plaque compared to their age and sex-matched peers. The second dataset demonstrated that HeartFlow Plaque* may be a reasonable non-invasive alternative to invasive angiography for assessment of coronary plaque.1 Both studies were presented at the 17th Annual Scientific Meeting of the Society of Cardiovascular Computed Tomography (SCCT) in Las Vegas, NV, July 15-17th, 2022.

The Nomographic CT Quantitative Plaque Data from a Large International Population, presented by Georgios Tzimas, MD, University of British Columbia, Providence Health Care supported the clinical utility of being able to distinguish patients with high or low volumes of plaque across a population. HeartFlow Plaque* was applied to over 11,800 coronary computed tomography angiograms (CCTAs) and atherosclerotic plaque burden data were stratified by age and sex. Understanding how an individual patients plaque volume compares to that of the general population can provide context for physicians as they consider the best treatment plan for an individual patient. The information may also help motivate patients to adhere to recommended medications or lifestyle modifications.

The Quantitative Assessment Of AI-based CCTA Plaque Volume Compared With IVUS2 presentation by Kersten Petersen, PhD, Senior Manager, Research, showed that HeartFlow Plaque* agreed well with intravascular ultrasound (IVUS) measures of plaque volume (correlation coefficient of 0.92). This confirms that HeartFlow Plaque* from CCTA is accurate when compared to IVUS and shows a strong correlation across a wide range of plaque volumes and types. By accurately quantifying the amount of plaque present in a patients coronary arteries, physicians can be provided with meaningful quantitative plaque information from CT images.

Weve known for years that atherosclerosis and coronary risk are multifactorial, reflecting aspects both of plaque burden and composition, as well as physiological influences. Understanding both plaque burden and physiology are imperative to assessing patient risk and optimizing treatment plans for patients with coronary artery disease, said Campbell Rogers, MD, FACC, Chief Medical Officer, HeartFlow. The new data reflect the companys belief in the value of precise plaque information being additive to the critical physiological data we provide through FFRCT. We look forward to introducing HeartFlow Plaque* and working with physicians to understand better the interplay of plaque and physiology across the spectrum of coronary disease.

*Currently pending 510(k) clearance from the Food and Drug Administration (FDA). Not available for sale.

About the HeartFlow FFRct Analysis

Starting with a standard coronary computed tomography angiogram (CCTA), the HeartFlow Analysis leverages algorithms trained using deep learning (a form of AI) and highly trained analysts to create a digital, personalized 3D model of the heart. The HeartFlow Analysis then uses powerful computer algorithms to solve millions of complex equations to simulate blood flow and provides FFRct values along the coronary arteries. This information is used by physicians in evaluating the impact a blockage may be having on blood flow and determine the optimal course of treatment for each patient. A positive FFRct value (0.80) indicates that a coronary blockage is impeding blood flow to the heart muscle to a degree which may warrant invasive management.

Data demonstrating the safety, efficacy and cost-effectiveness of the HeartFlow Analysis have been published in more than 500 peer-reviewed publications, including long-term data out to five years.1 The HeartFlow Analysis offers the highest diagnostic performance available from a non-invasive test.3 To date, clinicians around the world have used the HeartFlow Analysis for more than 130,000 patients to aid in the diagnosis of heart disease.1

About HeartFlow Plaque* Overview

The HeartFlow Plaque* overview will provide plaque volume and characterize the type of plaque present. The HeartFlow Plaque* feature is based on a fully automated deep-learning (a form of AI) algorithm for characterizing and quantifying plaque. In an internal study, the HeartFlow Plaque* technology was found to be more reliable than expert CT readers in identifying different types of plaque and quantifying total plaque volume.4 By adding the plaque overview to the physiological information currently provided by the HeartFlow Analysis, physicians will gain a more comprehensive understanding of a patients coronary disease burden and support efficient risk stratification of patients who may be at high risk of death from a heart attack.

About HeartFlow

HeartFlow is the leader in revolutionizing precision heart care, uniquely combining human ingenuity with advanced technology. HeartFlows non-invasive HeartFlow FFRct Analysis leverages artificial intelligence to create a personalized three-dimensional model of the heart. Clinicians can use this model to evaluate the impact a blockage has on blood flow and determine the best treatment for individual patients. HeartFlows technology is reflective of our Silicon Valley roots and incorporates over two decades of scientific evidence with the latest advances in artificial intelligence. The HeartFlow FFRct Analysis is commercially available in the United States, UK, Europe and Japan. For more information, visit http://www.heartflow.com.

Contact

For Investors:Leigh Salvo or Jack DrooganGilmartin Group[emailprotected]

For Media:Linly KuHeartFlow[emailprotected]

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Presented at SCCT - New Plaque Clinical Data Provides Additional Insights on Anatomy and Physiology in Clinical Decision Making for Patients -...

Human Behavior

On The Dogma of The Self-Contained Voicebot – – Opus Research

In a previous essay, I proposed that Voice User Interface (VUI) design, as currently practiced, has been informed by two dogmas. The first is the dogma of emulation: The belief that VUI designers should aim to build voicebots that emulate how a human being interacts with another human being. For instance, the voicebots text-to-speech should sound as human as possible, its prosody should be crafted to convey the right emotion at the right time, that it should open interactions with human beings with pleasant greetings, that it should speak naturally and conversationally, and so forth. I argued that this dogma not only sets up the designer for failure by inflating the human users expectations only to deflate them as soon as the voicebot makes an error that a human being would not make (for instance, not understand something that the human said and that the human believes the voicebot should have easily understood), but also because it needlessly limits the ability of the designer to innovate: to use non-human sounds, to establish new protocols, to use new patterns and strategies, all focused on one thing: delivering the most effective voice interface that will enable the human user to get the job of solving their problem done using the voicebot.

In this essay, I propose to highlight a second dogma that I believe is inhibiting effective voicebot design: what I call The Dogma of The Self-Contained Voicebot. This is the dogma that holds that thanks to the expert work of the VUI designer, deploying the full power of their talent, skills and knowledge, the aim of the designer should be to deliver voicebots that will enable any human user, coming in cold to the voicebot, not even knowing what the voicebot does or why it was created, to use that voicebot effectively. According to this dogma, the designer should build a robust voicebot that can take a user who comes to the voicebot potentially almost as a blank slate and guide them to successfully to use the voicebot. This dogma holds that it is in fact the responsibility of the VUI designer to ensure that any human user is able to learn what the voicebot does in real time, on the fly, on the go, as it interacts with that human user in the heat of the exchange.

An example of a rule that flows directly from this dogma is the following: Never open a voicebot conversation by simply asking the user: How may I help you? Instead, the best practice proposed advises us to give the human user first a general sense of what the voicebot is about and then to provide them with a list of options that the human can select from. For instance: Welcome to Dominion One. I am here to help you with your banking needs. Which of the following do you want me to help you with: Check your balance, transfer money, or something else?

The Simplicity of Voicebot Menus Enable Swift, Accurate Conversations

Before I elaborate on why I believe that this dogma is not only unnecessary but that it undermines the very goal that it is earnestly trying to deliver on (the goal of usability), let me point out two things. First, I am not a detractor of clear and simple voicebot menus. On the contrary, I am a fan of simplicity, and voicebot menus are a powerful instrument that, if and when crafted carefully and with care, can help the human user move swiftly through a voicebot conversation. Moreover, I am attracted to the simple menu device because menus are not how human beings talk to other human beings, which, for me, is a refreshing violation of the first dogma the dogma of human emulation.

Which brings me to my second point: Although I caution against the dogma of emulation, I do not hold the flip dogma of never emulating human behavior under any circumstances. If there is a dogma or a principle that I follow, it is the one that cautions against all dogmas any and all rigid rules that will trap us and force us to act against our ultimate goal of delivering effective voicebots given the situation that we are designing for.

And so, against the often cited best practice of Never open your voicebot conversation by simply asking the user: How may I help you? I propose the following best practice: Whenever possible, open your voicebot conversation by simply asking the user: How may I help you?

Why would I say such a heretic thing? Isnt this how human beings open their conversations after they announce themselves? And if so, does this emulation not fly in the face of the first dogma that I am denouncing?

The answer is twofold: First, in my countering the dogma of emulation, I am, again, not condemning instances where the designer emulates the behavior of a human being, but rather the dogma itself which strives to always emulate a human being, or, emulate the human being whenever one can. In contrast, I propose that the designer should, whenever they feel it is appropriate, lean on the human-to-human model, but do so not as a matter of principle or dogma but opportunistically, when the emulation will lead to a felicitous interaction.

Why Voicebots Should Engage with Open-Ended Questions

But more importantly, I propose the best practice of having the voicebot open by asking the open question: How may I help you? for the following reason: For a voicebot that starts with that bold open question to succeed, the human users that come to the voicebot must come to it with a set of wants and goals that the voicebot is ready to understand and deliver on. And for that to happen that is, for the voicebot to systematically encounter only humans who come to it with the expected limited set of questions that the voicebot has been built to handle successfully two sets of crucial activities that are not within the VUI designers bailiwick must take place: (1) Voice UX research on who the user of the voicebot will be and what problems those users wish to solve, and (2) Post-launch socialization of the voicebot to ensure that those for whom the voicebot was built are aware of its existence, what its purpose is, and what they should expect it to help them with.

In other words, the mark of a great voicebot that will deliver value to as many humans who can benefit from that value as possible is a voicebot that can boldly open its engagement with the human being by asking the open question: How may I help you?&n; A voicebot cannot afford to ask that question is a voicebot that is usually failing on one or both of the following fronts: (1) The voicebot is engaging with people who are coming in with the expected closed set of questions and problems to solve, but the voicebot is not able to understand what the users are saying or fails to successfully help the human users solve their problems. Or, (2) The voicebot is engaging with people who are coming in with questions and problems that the voicebot was not designed to field in the first place. Only the first of these two is the fault of the designer. The second problem the one that accounts for the vast majority of voicebot failures and that leads VUI designers to avoid the open question conversation opening is not the fault of the designer but rather that of the voicebots Product Manager, the one who is supposed to ensure that: (1) Solid UX research is conducted so that we know what the people who are being targeted will ask for, (2) That such solid research is taken seriously by the Product Manager who will write up the functional requirements and the VUI designer who will design the voicebot, and (3) That the voicebot is marketed and surfaced to the users for whom the voicebot was designed and built in the first place.

In a nutshell, I propose a rejection of the dogma of the Self-Contained Voicebot that puts the burden of delivering a usable and robust voicebot almost wholly on the shoulders of the VUI designer because I believe that the only way to deliver a great voicebot is by elevating the (almost always) neglected activities and findings of both UX Research and Post-launch Marketing. Build a voicebot that can consistently handle, How can I help you? and you know that you have pinned down exactly who your target users are and what problems they want to solve, that you have designed your voicebot well, and that you have messaged the voicebots existence, how to engage with it, and what it was built to do for them, to exactly those who will benefit the most by giving a chance to the voicebot to help them help themselves.

Dr. Ahmed Bouzid, is CEO of Witlingo, a McLean, Virginia, based startup that builds products and solutions that enable brands to engage with their clients and prospects using voice, audio, and conversational AI. Prior to Witlingo, Dr. Bouzid was Head of Alexas Smart Home Product at Amazon and VP of Product and Innovation at Angel.com. Dr. Bouzid holds 12 patents in the Speech Recognition and Natural Language Processing field and was recognized as a Speech Luminary by Speech Technology Magazine and as one of the Top 11 Speech Technologists by Voicebot.ai. He is also an Open Voice Network Ambassador, heading their Social Audio initiative, and author at Opus Research. Some of his articles and media appearances can be found here and here. His new book, The Elements of Voice First Style (OReilly Media, 2022), co-authored with Dr. Weiye Ma, can be found here.

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Immunology

Immunic, Inc. Strengthens Its Board of Directors with the Appointment of Maria Trnsn – Yahoo Finance

Global Commercial Executive Brings 20 Years of Sales and Marketing Expertise Jan Van den Bossche Steps Down from Board After Six Year Tenure

NEW YORK, July 6, 2022 /PRNewswire/ -- Immunic, Inc. (Nasdaq: IMUX),a clinical-stage biopharmaceutical company developing a pipeline of selective oral immunology therapies focused on treating chronic inflammatory and autoimmune diseases, today announced the appointment of Maria Trnsn, an industry executive with 20 years of global commercial experience in U.S. and ex-U.S. markets, to its Board of Directors, effective July 5, 2022. The company also announced that Jan Van den Bossche has stepped down from the Board, effective July 5, 2022.

"Maria is a seasoned commercial executive, with 20 years of experience in sales and marketing as well as several operational and strategic leadership roles in the U.S., EMEA, and other global territories," stated Duane Nash, M.D., J.D., MBA., Chairman of the Board of Directors of Immunic. "Her expertise in scaling and optimizing commercial organizations to drive performance will be of tremendous value to the Board, as we continue to advance our three development programs, most notably, the phase 3 ENSURE program of lead asset, vidofludimus calcium, in patients with relapsing multiple sclerosis. I look forward to working with Maria and to leveraging her extensive knowledge and relationships."

"I would also like to take this opportunity to thank Jan for his dedication to Immunic and his invaluable input as a member of the Board of Directors over the last several years. We are very grateful for his contributions and offer him our best wishes in all future endeavors."

Ms. Trnsn has served since July 2021 as Chief Commercial Officer at Passage Bio, where she is responsible for leading and building out the company's commercial organization and strategy, including determining product positioning and paths to commercialization. From 2019 to 2021, Ms. Trnsn served as Senior Vice President and General Manager of Sarepta Therapeutics' U.S. Commercial organization, including market access, trade & distribution, reimbursement, sales, patient services and marketing. From 2017 to 2019, she was Vice President, Global Therapeutic Area Head of rare neurological, metabolic and endocrine diseases at Sanofi Genzyme, where she managed a $1.6 B portfolio with five marketed and three pipeline products, and was commercial lead on multiple alliances. From 2011 to 2017, Ms. Trnsn held advancing commercialization roles in the endocrine and rare diseases groups at Shire, rising to the role of Vice President, Head of Endocrine Rare Disease Sales, U.S. Commercial. Earlier in her career, she gained experience in global marketing and as a Product Specialist at Merck KGaA and Eli Lilly, respectively.

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Ms. Trnsn earned a Master of Science (MSc) in International Business Administration from Lund University, Sweden.

About Immunic, Inc.Immunic, Inc. (Nasdaq: IMUX) is a clinical-stage biopharmaceutical company with a pipeline of selective oral immunology therapies focused on treating chronic inflammatory and autoimmune diseases. The company is developing three small molecule products: its lead development program, vidofludimus calcium (IMU-838), a selective immune modulator that inhibits the intracellular metabolism of activated immune cells by blocking the enzyme DHODH and exhibits a host-based antiviral effect, is currently being developed as a treatment option for multiple sclerosis, and primary sclerosing cholangitis. IMU-935, a selective inverse agonist of the transcription factor ROR/RORt, is targeted for development in psoriasis, castration-resistant prostate cancer and Guillain-Barr syndrome. IMU-856, which targets the restoration of the intestinal barrier function, is targeted for development in diseases involving bowel barrier dysfunction. For further information, please visit: http://www.imux.com.

Cautionary Statement Regarding Forward-Looking StatementsThis press release contains "forward-looking statements" that involve substantial risks and uncertainties for purposes of the safe harbor provided by the Private Securities Litigation Reform Act of 1995. All statements, other than statements of historical facts, included in this press release regarding strategy, future operations, future financial position, future revenue, projected expenses, expected timing and results of clinical trials, prospects, plans and objectives of management are forward-looking statements. Examples of such statements include, but are not limited to, statements relating to Immunic's three development programs and the targeted diseases; the potential for Immunic's development programs to safely and effectively target diseases; the nature, strategy and focus of the company and further updates with respect thereto; expectations regarding the capitalization, resources and ownership structure of the company; and the executive and board structure of the company. Immunic may not actually achieve the plans, carry out the intentions or meet the expectations or projections disclosed in the forward-looking statements and you should not place undue reliance on these forward-looking statements. Such statements are based on management's current expectations and involve substantial risks and uncertainties. Actual results and performance could differ materially from those projected in the forward-looking statements as a result of many factors, including, without limitation, the COVID-19 pandemic, risks and uncertainties associated with the ability to project future cash utilization and reserves needed for contingent future liabilities and business operations, the availability of sufficient financial and other resources to meet business objectives and operational requirements, the fact that the results of earlier preclinical studies and clinical trials may not be predictive of future clinical trial results, the protection and market exclusivity provided by Immunic's intellectual property, risks related to the drug development and the regulatory approval process and the impact of competitive products and technological changes. A further list and descriptions of these risks, uncertainties and other factors can be found in the section captioned "Risk Factors," in the company's Annual Report on Form 10-K for the fiscal year ended December 31, 2021, filed with the SEC on February 24, 2022, and in the company's subsequent filings with the Securities and Exchange Commission. Copies of these filings are available online at http://www.sec.gov or ir.imux.com/sec-filings. Any forward-looking statement made in this release speaks only as of the date of this release. Immunic disclaims any intent or obligation to update these forward-looking statements to reflect events or circumstances that exist after the date on which they were made. Immunic expressly disclaims all liability in respect to actions taken or not taken based on any or all the contents of this press release.

Contact Information

Immunic, Inc.Jessica BreuHead of Investor Relations and Communications+49 89 2080 477 09jessica.breu@imux.com

US IR ContactRx Communications GroupPaula Schwartz+1 917 322 2216immunic@rxir.com

US Media ContactKOGS CommunicationEdna Kaplan+1 617 974 8659kaplan@kogspr.com

Immunic, Inc. Logo (PRNewsfoto/Immunic, Inc.)

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Immunic, Inc. Strengthens Its Board of Directors with the Appointment of Maria Trnsn - Yahoo Finance

Neuroscience

Cannes 2022 – The Neuroscience of Apple’s winners – AdNews

Shaun Seixas.

Dr. Shaun Seixas, Director of Research, Neuro-Insight

Apple had another successful outing at Cannes this year picking up multiple Lions across Film, Film Craft, Entertainment and Media categories. Two of its short form films, Detectives and Fumble are particularly noteworthy, because both the brand and product are woven seamlessly into the narrative.

How we did it

Neuro-Insight measured brain activity to see how over 100 typical viewers respond to the ad. The specific technology used by Neuro-Insight is founded in work originally developed for academic and neuroscience research and has been used to analyse the effectiveness of Cannes award winners for over eight years.

The technology allows us to simultaneously record viewers second-by-second changes in approach (like)/withdraw (dislike), emotional intensity, engagement and memory, whilst watching advertisements. Of these measures, Neuro-Insight predominantly focuses on Long-term Memory Encoding, given its strong and highly researched link to consumer behaviour. This measure reveals, second-by-second, what the brain is storing (or encoding) into conscious and subconscious long-term memory.

True Detective?

Apples aptly named Detectives spot plays on the police detective trope, with protagonist and background character waiting patiently during a stakeout. It is the early moments where the background character experiences an existential crisis about being out of focus while his foreground, in-focus partner, assures him that it is because the camera only focuses on the most important character. As the narrative plays out, the viewer is brought on a journey that plays on dramatic pauses and a big reveal, both of which are aimed to elicit a strong response in viewers.

To precisely identify the size and shape of this response we focussed on our Memory Encoding & Engagement measures to highlight the moments that strongly resonated with viewers. Memory Encoding is a strong predictor of future behaviour, contributes to creation and updating of memory structures, and is a prerequisite for mental availability. In contrast, Engagement refers to personal relevance the more relevant something is to you, the higher the levels of engagement you will experience.

Below is the times series analysis for Apples Detective spot. The red trace reflects memory encoding from the left hemisphere, which is primarily responsible for the encoding of the detail in experiences, such as text, dialogue or micro features. In contrast, the right hemisphere, reflected by the blue line, is concerned with the storing of global features, such as soundtracks, scenery, and facial expressions, as well as the emotional underpinnings of a particular experience.

We can see that the peaks of Memory Encoding & Engagement are aligned with pivotal moments in the narrative, from the early existential crisis to the threat of the big reveal, to final moments to when the background character briefly comes into focus. Whilst the actors performance, framing and screenplay each play a significant role in the strong response we see, the fact that this scene is reminiscent of many popular police procedural dramas also influences why many of these scenes were so strongly encoded and highly engaging.

Importantly, the product reveal section of the ad is also strongly encoded. Given the ubiquitous nature of the iPhone, the three camera eyes are easily recognisable and serve as another moment of branding before the Apple logo appears on screen.

A big fumble

While the pacing and tone of Detectives was slow and dramatic, Apples Fumble spot was its antithesis. Featuring a woman who is frantically trying to catch her iPhone as it fumbles from her grasp, the narrative is carried by exaggerated movements and slow motion via the rhythmic sounds of Nitin Sawhney.

Despite differences in executive when compared to Detectives, the broad shape of the memory encoding response to Fumble is similar. In particular, the ad starts strongly, with the initial fumble and soundtrack both contributing to early peak responses. This is followed by another peak in response, during the moment where we think the iPhone has been saved, only for it to be lost again. These strong responses contribute heavily to the peak responses that we observe when the main message is delivered and are sustained through to final branding.

Perhaps, the most unique feature of this spot was its ability to also connect with the viewer emotionally.

As we can see in the above graphs, the emotional response closely mirrors the different stages of the iPhone flight. The emotional response is positive during the early stages where we see the exaggerated attempt to catch the iPhone in combination with the soundtracks staccato. However, the emotional response switches to a strong level of withdraw when the phone is fumbled for the last time, and we see the pain in the protagonists face and as the phone slips away a feeling Im sure many of us have experienced. This pattern of response is indicative of anxiety, and given the current state of the iPhone, is unsurprising. Lastly, during the reveal where we see the phone is OK and a smile on our protagonists face, the emotional response switches back to positive. This response tells us the creative was successful in creating an emotional connection with the viewer; something which is quite difficult to do in a 30-second spot.

Great ads but

Youve probably heard that phrase Great ad.but who was it for? and may have even experienced it before. You see, our brain is constantly breaking up our daily experiences into smaller chunks, which form the basis for what is stored and remembered. In terms of advertising, the gaps in memory often occur as the doorway to memory is temporarily shut during final branding, a process known as Conceptual Closure. This phenomenon is highlighted in the recently published analysis of Samsungs award-winning Spider and the Window spot.

However, in the case of both Apple ads we see the opposite strong levels of memory encoding during the reveal, and importantly at final branding. Given the strong memory encoding response that we observe during the narratives of both ads, the resulting memory structures will be strongly linked to the Apple brand and further furnish the Apples brand room.

The Brand Room

The brand room is a helpful analogy for the neural networks that we create in response to brand messaging. Consider Apple as a room in the brain, which begins life bare and unacknowledged. Over time, and through repeated interactions with the brand, the room becomes furnished with opinions, colour, and memories of the brand and its associations.

Putting it all together

Apple has been consistently active during the pandemic with various campaigns that either spoke to the quality of video on the iPhone (Shot on iPhone series) or highlighted other iPhone features. These two ads which were part of those campaigns were highly effective from a neuroscience standpoint and undoubtedly contributed to Apples bottom line. In particular, Apple increased its hold on premium phone sales from 57% in Q1 2021 to 62% in Q1 of 2022. Given how well Apple campaigns have performed over the past year and consistently being in front of potential new customers, it comes as no surprise that the brand continues to grow at the expense of competitors.

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Cannes 2022 - The Neuroscience of Apple's winners - AdNews