Storynomics by Robert McKee

Author:Robert McKee
Language: eng
Format: epub, mobi
Publisher: Grand Central Publishing
Published: 2018-03-20T04:00:00+00:00

The Open-Mind Moment

A story’s climax impacts the audience’s mind with a sudden rush of meaningful emotional insight, a flash of “I get it!” In this instant, a flood of charged understanding opens the mind. Neuroscientists have measured this open-mind phenomenon and found that it lasts for six to eight seconds. In this moment of wonder and pleasure, anything presented to the mind lodges in its memory. Therefore, this is the spot where the wise marketer plants his logo. That’s exactly what the Spanish lottery does at the end of their five-minute story, and beneath it they feature their tagline “There’s no bigger prize than sharing.”

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