{"id":37849,"date":"2026-01-19T12:59:15","date_gmt":"2026-01-19T11:59:15","guid":{"rendered":"https:\/\/hs-nordhausen.greydsuite.de\/?post_type=zusatzmaterial&#038;p=37849"},"modified":"2026-01-19T12:59:15","modified_gmt":"2026-01-19T11:59:15","slug":"3-2-telecoms-advertising-significance-of-mirror-neurons-for-emotional-reactions","status":"publish","type":"zusatzmaterial","link":"https:\/\/hs-nordhausen.greydsuite.de\/en\/zusatzmaterial\/3-2-telekom-werbung-bedeutung-von-spiegelneuronen-fuer-emotionale-reaktionen\/","title":{"rendered":"3-2: Telecoms advertising - importance of mirror neurons for emotional reactions"},"content":{"rendered":"<p class=\"dyn wp-block-paragraph\">Marketing textbook, <span data-tag=\"taxonomy-zusatzmaterial_tag\" data-params=\"&quot;&quot;\" class=\"is-tag\">Keywords<\/span><\/p>\n\n\n\n<div class=\"wp-block-group dyn has-color-13-background-color has-background is-nowrap is-layout-flex wp-container-core-group-is-layout-840d84d6 wp-block-group-is-layout-flex\" style=\"padding-top:var(--wp--preset--spacing--20);padding-right:var(--wp--preset--spacing--30);padding-bottom:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--30)\">\n<div class=\"wp-block-outermost-icon-block\"><div class=\"icon-container\" style=\"width:48px;transform:rotate(0deg) scaleX(1) scaleY(1)\"><svg id=\"Ebene_1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewbox=\"0 0 40 28\"><defs><style>\n      .cls-1{fill:#a78bc0;}\n    <\/style><\/defs><path class=\"cls-1\" d=\"M24,8H0v4h24v-4ZM24,0H0v4h24V0ZM32,16v-8h-4v8h-8v4h8v8h4v-8h8v-4h-8ZM0,20h16v-4H0v4Z\"><\/path><\/svg><\/div><\/div>\n\n\n\n<p class=\"dyn gs_VDTHaR wp-block-paragraph\">Consumer behaviour \u2192 Mental processes \u2192 Activating processes \u2192 Emotions (Chapter 3.4.1.2)<\/p>\n<\/div>\n\n\n<div  class=\"spacer_wrap dyn\" aria-hidden=\"true\"><div class=\"wp-block-spacer inner-sm\" style=\"height:calc(2em * 0.4)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-md\" style=\"height:calc(2em * 0.6)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-lg\" style=\"height:calc(2em * 0.8)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-xl\" style=\"height:2em\" aria-hidden=\"true\"><\/div><\/div>\n\n\n<div class=\"wp-block-group\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:var(--wp--preset--spacing--50)\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\"><div  style=\"display: block; margin: 0px auto;\"  id=\"_ytid_20616\" class=\"__youtube_prefs__  __youtube_prefs_gdpr__\" allowfullscreen data-no-lazy=\"1\" data-skipgform_ajax_framebjll=\"\"><p><strong>Please accept YouTube cookies to play this video.<\/strong> If you accept this, you will be accessing content from YouTube, a service provided by an external third party.<br \/>\n<a href=\"https:\/\/policies.google.com\/privacy\" rel=\"nofollow noopener\">YouTube privacy policy<\/a><br \/>\nIf you accept this notice, your choice will be saved and the page will be updated.<\/p>\n<p><strong>Please accept YouTube cookies to play this video.<\/strong> By accepting you will be accessing content from YouTube, a service provided by an external third party.<br \/>\n<a href=\"https:\/\/policies.google.com\/privacy\" target=\"_blank\" rel=\"noopener nofollow\">YouTube privacy policy<\/a><br \/>\nIf you accept this notice, your choice will be saved and the page will refresh.<\/p>\n<button type=\"button\" class=\"__youtube_prefs_gdpr__\">Accept YouTube Content<img decoding=\"async\" src=\"https:\/\/hs-nordhausen.greydsuite.de\/wp-content\/plugins\/youtube-embed-plus\/images\/icon-check.png\" alt=\"accept\" data-no-lazy=\"1\" data-skipgform_ajax_framebjll=\"\" title=\"\"><\/button><\/div><\/div><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>How do we manage to spontaneously recognise the intentions of others and put ourselves in their shoes? According to neuroscientists, mirror neurons are largely responsible for this performance of our brain.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mirror neurones are special nerve cells that become active when an action or expression is observed in other people. In the observer's brain, the same areas are activated that are also excited in the person being observed, and the experience of sympathy or empathy is conveyed. We have to \u201eexperience\u201c a story in order to understand it. In this process, the imagination of sensations in a particular action occurs via implicit and unconscious neural connections. The emotional resonance, which is caused by strong activity in the insula, in turn leads to unconscious processes that decisively influence facial expressions and gestures as well as feelings and actions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">How mirror neurons can be activated by advertising to trigger certain emotional reactions can be illustrated by the example of the Telekom advert featuring the British Paul Potts, a gawky mobile phone salesman with crooked teeth who wowed the crowds with a Puccini aria in the casting show \u201eBritain's Got Talent\u201c - the British equivalent of \u201eDeutschland sucht den Superstar\u201c. In the new Telekom advert with the slogan \u201eExperience what connects\u201c, you can see Paul Potts' first appearance on the casting show and experience how it is followed by viewers, for example via the Internet, TV and mobile phone.<\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-2 is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:var(--wp--preset--spacing--50)\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"420\" height=\"194\" data-id=\"37850\" src=\"https:\/\/hs-nordhausen.greydsuite.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Z_3-2_a.jpg\" alt=\"Paul Potts stands in front of the microphone and sings in the casting show \u201eBritains Got Talent&quot;\" class=\"wp-image-37850\" title=\"\" srcset=\"https:\/\/hs-nordhausen.greydsuite.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Z_3-2_a.jpg 420w, https:\/\/hs-nordhausen.greydsuite.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Z_3-2_a-300x139.jpg 300w, https:\/\/hs-nordhausen.greydsuite.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Z_3-2_a-150x69.jpg 150w, https:\/\/hs-nordhausen.greydsuite.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Z_3-2_a-18x8.jpg 18w, https:\/\/hs-nordhausen.greydsuite.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Z_3-2_a-64x30.jpg 64w, https:\/\/hs-nordhausen.greydsuite.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Z_3-2_a-24x11.jpg 24w\" sizes=\"(max-width: 420px) 100vw, 420px\" \/><figcaption class=\"wp-element-caption\"><em>Paul Potts in the casting show \u201eBritain's Got Talent\u201c<\/em><\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"492\" height=\"194\" data-id=\"37851\" src=\"https:\/\/hs-nordhausen.greydsuite.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Z_3-2_b.jpg\" alt=\"A young woman on the jury looks on with an astonished expression on her face\" class=\"wp-image-37851\" title=\"\" srcset=\"https:\/\/hs-nordhausen.greydsuite.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Z_3-2_b.jpg 492w, https:\/\/hs-nordhausen.greydsuite.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Z_3-2_b-300x118.jpg 300w, https:\/\/hs-nordhausen.greydsuite.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Z_3-2_b-150x59.jpg 150w, https:\/\/hs-nordhausen.greydsuite.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Z_3-2_b-18x7.jpg 18w, https:\/\/hs-nordhausen.greydsuite.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Z_3-2_b-64x25.jpg 64w, https:\/\/hs-nordhausen.greydsuite.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Z_3-2_b-24x9.jpg 24w\" sizes=\"(max-width: 492px) 100vw, 492px\" \/><figcaption class=\"wp-element-caption\">Britain's Got Talent\u201e jury\u201c<\/figcaption><\/figure>\n<\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">At the beginning of the advert, viewers see a fat, short man in a cheap suit, squinting with fear. The contestant is eyed with open condescension by the three judges, and the viewers, who are watching the programme on various devices, are also sceptical or amused by the contestant's pitiful appearance. But Paul Potts' performance changes everything: the room cheers him on, the three judges and the viewers on the various devices are obviously positively surprised and deeply moved.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Paul Potts fits perfectly into the age of feverish self-optimisation. He presents a negative image. Nobody would have wanted to swap places with him when he entered the stage; \u201eloser\u201c was written on his forehead. For most people, the distance to people of this kind strengthens the feeling of their own specialness or superiority. On the other hand, losers touch the heart. Especially when they appear as vulnerable as Paul Potts. The advert uses this emotion triggered by mirror neurons, this sympathy of the viewers with Paul Potts and connects the emotional reaction with the \u201eTelekom\u201c brand - supported by the slogan \u201eExperience what connects\u201c in the end credits of the advert.<\/p>\n\n\n<div  class=\"spacer_wrap\" aria-hidden=\"true\"><div class=\"wp-block-spacer inner-sm\" style=\"height:calc(100px * 0.4)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-md\" style=\"height:calc(100px * 0.6)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-lg\" style=\"height:calc(100px * 0.8)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-xl\" style=\"height:100px\" aria-hidden=\"true\"><\/div><\/div>\n\n\n<hr class=\"wp-block-separator has-text-color has-color-22-color has-alpha-channel-opacity has-color-22-background-color has-background is-style-wide\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"template":"","meta":{"_piecal_is_recurring":false,"_piecal_recurring_interval":1,"_piecal_recurring_frequency":"","_piecal_recurring_exact_position":false,"_piecal_recurring_end":"","_piecal_color":"","_piecal_text_color":"","_piecal_global_color_master":false,"_piecal_rsets":"[]","_piecal_is_event":false,"_piecal_start_date":"","_piecal_end_date":"","_piecal_is_allday":false,"greyd_block_editor_preview":[],"pgc_sgb_lightbox_settings":""},"zusatzmaterial_category":[3287,3255],"zusatzmaterial_tag":[3288],"zielgruppen":[1874],"kontakt-zuordnung":[3203],"projekt":[1422],"institut-oder-einric":[683],"stg-zuordnung":[696],"zusatzbereiche":[1602],"fachbereich":[804],"wf_zusatzmaterial_folders":[3274],"ppma_author":[1400],"class_list":["post-37849","zusatzmaterial","type-zusatzmaterial","status-publish","hentry","zusatzmaterial_category-kapitel-3","zusatzmaterial_category-marketing-lehrbuch","zusatzmaterial_tag-kapitel-3","zielgruppen-studierende","kontakt-zuordnung-stglassl","projekt-n-a","institut-oder-einric-sensoriklabor","stg-zuordnung-n-a","zusatzbereiche-_n-a","fachbereich-n-a"],"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"_links":{"self":[{"href":"https:\/\/hs-nordhausen.greydsuite.de\/en\/wp-json\/wp\/v2\/zusatzmaterial\/37849","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/hs-nordhausen.greydsuite.de\/en\/wp-json\/wp\/v2\/zusatzmaterial"}],"about":[{"href":"https:\/\/hs-nordhausen.greydsuite.de\/en\/wp-json\/wp\/v2\/types\/zusatzmaterial"}],"author":[{"embeddable":true,"href":"https:\/\/hs-nordhausen.greydsuite.de\/en\/wp-json\/wp\/v2\/users\/1"}],"wp:attachment":[{"href":"https:\/\/hs-nordhausen.greydsuite.de\/en\/wp-json\/wp\/v2\/media?parent=37849"}],"wp:term":[{"taxonomy":"zusatzmaterial_category","embeddable":true,"href":"https:\/\/hs-nordhausen.greydsuite.de\/en\/wp-json\/wp\/v2\/zusatzmaterial_category?post=37849"},{"taxonomy":"zusatzmaterial_tag","embeddable":true,"href":"https:\/\/hs-nordhausen.greydsuite.de\/en\/wp-json\/wp\/v2\/zusatzmaterial_tag?post=37849"},{"taxonomy":"zielgruppen","embeddable":true,"href":"https:\/\/hs-nordhausen.greydsuite.de\/en\/wp-json\/wp\/v2\/zielgruppen?post=37849"},{"taxonomy":"kontakt-zuordnung","embeddable":true,"href":"https:\/\/hs-nordhausen.greydsuite.de\/en\/wp-json\/wp\/v2\/kontakt-zuordnung?post=37849"},{"taxonomy":"projekt","embeddable":true,"href":"https:\/\/hs-nordhausen.greydsuite.de\/en\/wp-json\/wp\/v2\/projekt?post=37849"},{"taxonomy":"institut-oder-einric","embeddable":true,"href":"https:\/\/hs-nordhausen.greydsuite.de\/en\/wp-json\/wp\/v2\/institut-oder-einric?post=37849"},{"taxonomy":"stg-zuordnung","embeddable":true,"href":"https:\/\/hs-nordhausen.greydsuite.de\/en\/wp-json\/wp\/v2\/stg-zuordnung?post=37849"},{"taxonomy":"zusatzbereiche","embeddable":true,"href":"https:\/\/hs-nordhausen.greydsuite.de\/en\/wp-json\/wp\/v2\/zusatzbereiche?post=37849"},{"taxonomy":"fachbereich","embeddable":true,"href":"https:\/\/hs-nordhausen.greydsuite.de\/en\/wp-json\/wp\/v2\/fachbereich?post=37849"},{"taxonomy":"wf_zusatzmaterial_folders","embeddable":true,"href":"https:\/\/hs-nordhausen.greydsuite.de\/en\/wp-json\/wp\/v2\/wf_zusatzmaterial_folders?post=37849"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/hs-nordhausen.greydsuite.de\/en\/wp-json\/wp\/v2\/ppma_author?post=37849"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}