Lemon is a unique blend of neuroscience, cultural history and advertising research, which seeks to explain the decline in advertising effectiveness over the last 15 years, charted by the IPA and Peter Field.
Grounded in the work of scientist Iain McGilchrist, it describes a change in advertising style – a move towards flatness, abstraction and devitalisation – that no longer connects with audiences, elicits an emotional response or holds attention.
Lemon and Orlando’s research explains how this has happened and how we might reverse the decline.
The IPA’s best-selling publication, it has won worldwide acclaim from advertisers, planners, creatives and broadcasters.
Watch Orlando talk about it at its launch here.
“A highly original and fascinating application of hemisphere theory.”