Charitable organization Sense About Science has published its report on celebrities endorsing "scientific mumbo jumbo" that is of debatable merit. While diet pills and skin care lotions are obvious targets, the report (PDF file) also criticized Nicole Kidman and Patrick Stewart, among others, for endorsing Brain Age 2 (also known as More Brain Training in Europe).
Kidman, who also did a commercial for the game, was quoted as saying, "I've quickly found that training my brain is a great way to keep my mind feeling young." Not so, according to Dr. Jason Braithwaite, a cognitive neuroscientist at the University of Birmingham. Said Braithwaite, "While practice at any task should lead to some form of improvement for that specific task, it is not clear that this improvement reflects anything other than a basic learned process for that specific task."
The Brain Training games have been developed by Ryuta Kawashima, a neuroscientist and professor at Tohoku University in Japan. So which neuroscientist should we trust? That is, of course, debatable, but we'd wager that pushing yourself to do quick math calculations is a fairly healthy recreation. Not seen: a floating, polygonal head of Dr. Braithwaite.
[Update: video fixed]
Reader Comments (44)
Posted: Jan 3rd 2008 11:06PM (Unverified) said
I've also found that being young can help that feeling.
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Posted: Jan 4th 2008 1:16AM (Unverified) said
He doesn't comment on her feelings of youth.
Although, let's face it, the commercial is implying, to the casual listener, that this product keeps you sharp. At multiplication, it probably does. At other tasks? Science says, as yet, 'unsupportable'.
Which is EXACTLY why the commercial does not make any stronger claims. If Nintendo could make the claim, they sure as hell would.
Although, science has shown that seniors with active minds are less senile. But for mentally active younger adults (think doctors, ny stock exchange traders, etc...), I doubt this will help with the rest of life, although it may make them sharper at the skills they practice at the program.
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Although, let's face it, the commercial is implying, to the casual listener, that this product keeps you sharp. At multiplication, it probably does. At other tasks? Science says, as yet, 'unsupportable'.
Which is EXACTLY why the commercial does not make any stronger claims. If Nintendo could make the claim, they sure as hell would.
Although, science has shown that seniors with active minds are less senile. But for mentally active younger adults (think doctors, ny stock exchange traders, etc...), I doubt this will help with the rest of life, although it may make them sharper at the skills they practice at the program.
Posted: Jan 4th 2008 1:32AM mr nimblewick said
"Which is EXACTLY why the commercial does not make any stronger claims. If Nintendo could make the claim, they sure as hell would."
Congratulations. You've just discovered advertising.
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Congratulations. You've just discovered advertising.
Posted: Jan 4th 2008 10:50AM (Unverified) said
the funny thing is that these guys are both neuroscientists, so it's just one doctor's opinion vs. the other. there's no way to know who's more credible.
i think it's absolutely idiotic to say that doing simple math problems and the like won't improve your "brain age". while it won't speed up other tasks, it will in general speed up your life since basic math is part of everyday life.
brain age is based on kawashima's million seller book that contains the same exercises, and just like all other science, it's a theory. i think braithwaite's attitude is terribly negative, he's probably just looking for some press of his own.
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i think it's absolutely idiotic to say that doing simple math problems and the like won't improve your "brain age". while it won't speed up other tasks, it will in general speed up your life since basic math is part of everyday life.
brain age is based on kawashima's million seller book that contains the same exercises, and just like all other science, it's a theory. i think braithwaite's attitude is terribly negative, he's probably just looking for some press of his own.
Posted: Jan 3rd 2008 11:10PM HighFiveJesus said
About the only thing you are going to increase is your ability to perform those specific tasks, yes. There was a point where i could do quick calculations by hand, sure, but i lost that ability about a week after i stopped my progress. Didn't help that i never had to use it or any of the other exercises in real life. :(
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Posted: Jan 3rd 2008 11:12PM HighFiveJesus said
Generally the good feeling is also a placebo effect, but hey nothing wrong with feeling better about yourself. I actually support it, and will probably get the 2nd game just out of habit.
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Posted: Jan 3rd 2008 11:15PM (Unverified) said
It's not like they're being paid to say that stuff in the commercials or anything...
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Posted: Jan 3rd 2008 11:20PM In A World said
But what about those of us whose job it is to yell "Blue!" at people all day? I dunno about the rest of you, but Brain Age has been a real boon to my career.
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Posted: Jan 3rd 2008 11:38PM (Unverified) said
"Charitable organization Sense About Science has published its report on celebrities endorsing "scientific mumbo jumbo" that is of debatable merit."
I totally thought that this article was about global warming when I read that sentence.
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I totally thought that this article was about global warming when I read that sentence.
Posted: Jan 3rd 2008 11:40PM Shagittarius said
I've quickly found that banging Nicole Kidman is a great way to keep my penis feeling young.
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Posted: Jan 4th 2008 12:09AM (Unverified) said
Those cooky scientists! Next thing they'll tell us that our ancestors were apes or that the earth is round! Humbug I say you, humbug!
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Posted: Jan 4th 2008 12:22AM moominsean said
get over it, scientists. besides, using your brain makes it work better, even if it's just a 'game'.
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Posted: Jan 4th 2008 12:27AM vidguy said
"it is not clear that this improvement reflects anything other than a basic learned process for that specific task"
So, we have Dr. Braithwaite's support that video game violence does not cause real life violence? We just get really good at jumping on Goombas and running over pixelated prostitutes.
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So, we have Dr. Braithwaite's support that video game violence does not cause real life violence? We just get really good at jumping on Goombas and running over pixelated prostitutes.
Posted: Jan 4th 2008 9:42AM ThornedVenom said
I trust the Japanese guy because he has his 3D polygonal head in a game.
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Posted: Jan 4th 2008 10:42AM (Unverified) said
japanese people make more robots and butt washing toilets, so i will of course trust the japanese scientist over a british one.
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Posted: Jan 4th 2008 10:07AM (Unverified) said
Keep in mind that the "floating head", or at least the man behind it, is a neuroscientist, as well.
Floating, disembodied heads FTW!
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Floating, disembodied heads FTW!
Posted: Jan 4th 2008 6:41AM DrXym said
Too right too. Brain Age / Training / etc. are just interactive puzzle games and basically a fad. They do nothing whatsoever for your concentration that couldn't be said of any other mildly brain engaging activity, or any other puzzle game for that matter.
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Posted: Jan 4th 2008 7:03AM (Unverified) said
I dunno, I'm always going over formulas and the likes for my games and after "playing" the first Brain Training game for a few weeks I found that I could perform the formulas in my head and generally do it all quicker.
*shrugs*
Incidentally I stopped Brain Training a while back and I'm back to normal now. Maybe I'm just receptive like that.
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*shrugs*
Incidentally I stopped Brain Training a while back and I'm back to normal now. Maybe I'm just receptive like that.
Posted: Jan 4th 2008 9:19AM zsavior said
Cancer, Aids, Heart Disease, famine, with all these serious problems in the world it is a good thing scientist are taking time to deal with a video games rather than making new discoveries.
Politicians, "My platform is to stop violent games to save our youth."
Scientist, " I must expose to the world the false ideas of Brain training for the betterment of society"
What about poverty, gun laws,and cures........ hmmm well I guess that is their part time jobs.
If you have time to focus on brain training ads that means you have even more time to focus on actual,.. I don't know Scientific endeavours. But that is my opinion I am not a rocket scientist or anything like that.
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Politicians, "My platform is to stop violent games to save our youth."
Scientist, " I must expose to the world the false ideas of Brain training for the betterment of society"
What about poverty, gun laws,and cures........ hmmm well I guess that is their part time jobs.
If you have time to focus on brain training ads that means you have even more time to focus on actual,.. I don't know Scientific endeavours. But that is my opinion I am not a rocket scientist or anything like that.
Posted: Jan 4th 2008 10:34AM (Unverified) said
and what is your contribution to society, exactly?
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Posted: Jan 4th 2008 12:18PM zsavior said
Since joystiq reply button seemed to eat my response to GRANTED I will try it again.
http://en.wikipedia.org/wiki/Ad_hominem
Ad hominem is the process of when a person doesn't have an actual point, they attack their opponent on their character as perfectly shown by GRANTED. How does my contributions to society or lack of them invalidate my point that if scientist have time to attack celebrities and video games, they have more time to take on larger problems in the world.
But if I want to just post an insult instead of an actual point Ad Hominem works amazingly when you are dealing with people who are easily fooled. So GRANTED do you have a point or is your next profound attack on me is how I am "gaaaayy" with no "LEET SKILLZ"
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http://en.wikipedia.org/wiki/Ad_hominem
Ad hominem is the process of when a person doesn't have an actual point, they attack their opponent on their character as perfectly shown by GRANTED. How does my contributions to society or lack of them invalidate my point that if scientist have time to attack celebrities and video games, they have more time to take on larger problems in the world.
But if I want to just post an insult instead of an actual point Ad Hominem works amazingly when you are dealing with people who are easily fooled. So GRANTED do you have a point or is your next profound attack on me is how I am "gaaaayy" with no "LEET SKILLZ"
Posted: Jan 4th 2008 9:37AM (Unverified) said
Oh good grief. The activities in Brain Age mimic the same sorts of activites that IQ test questions are based off of. It's a simple theory. use the same neural pathways more often, and they become accustomed to being used and become faster in use (by increasing the baseline charge inside the neuron itself, the Na/k pumps in our neurons take care off the rest, just like it would if we lowered the neuron firing threshold by using some standard non-video game method to accomplish this. Like Crossword Puzzles or Scrabble. There is sound and fundamental neurophysiological principals being utilized in this claim.
the more you do something. The easier time you have doing it. All they need to sharpen this claim is to provide analogous training to teach people to recognize classes of puzzles and translate them across other puzzles - or even real life situations.
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the more you do something. The easier time you have doing it. All they need to sharpen this claim is to provide analogous training to teach people to recognize classes of puzzles and translate them across other puzzles - or even real life situations.
Posted: Jan 4th 2008 9:46AM (Unverified) said
It's not exactly rocket-surgery. but it is based off of valid brain science.
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Posted: Jan 4th 2008 10:18AM moominsean said
must be some pretty angry japanese scientists out there. "what! those claims are unfounded! i must waste resources and time refuting them! bah!"
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Posted: Jan 4th 2008 10:29AM (Unverified) said
"So which neuroscientist should we trust?"
Given that Dr. Kawashima is making boatloads off of his little game, I'd say he's the smarter one.
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Given that Dr. Kawashima is making boatloads off of his little game, I'd say he's the smarter one.
Posted: Jan 4th 2008 10:39AM (Unverified) said
it's a game, and the commercial doesn't claim it keeps your brain sharp. the commercials and endorsers get a good feeling from the game, and no scientist can refute that.
brain age is a much better use of your time and money than the bull**** that sells on infomericals.
i would say scientists need to stick to researching important things and stop telling adults what videogames not to buy.
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brain age is a much better use of your time and money than the bull**** that sells on infomericals.
i would say scientists need to stick to researching important things and stop telling adults what videogames not to buy.
Posted: Jan 4th 2008 10:46AM (Unverified) said
Note to scientists:
Don't you have more important things to be doing and spending money on?
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Don't you have more important things to be doing and spending money on?
Posted: Jan 4th 2008 4:59PM (Unverified) said
You all forget that scientists need to earn grants to fund their research. One can do this either by researching something interesting and useful to society, or by making sure that your name gets a lot of press coverage. We all know which one is easier.
P.S.- Where are GRANTED and darklink? Guess they couldn't find a retort.
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P.S.- Where are GRANTED and darklink? Guess they couldn't find a retort.
Posted: Jan 4th 2008 11:50PM ZeroCorpse said
SOMEone is upset that Nintendo didn't make THEIR research into a game, methinks.
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