[01] Branislav Ranisav Tanasic, Department of the Adult Education, University of the People, Sabac, Serbia. [02] Nenad Branislav Tanasic, Faculty of Management - FAM, Sremski Karlovci, Serbia.

In the real three-dimensional environment in the human brain, there is only information recorded by the senses. Sensory information is routed to the cortex via the thalamus which has a relay integrative and modular function. All cortex - related information, including advertising messages of course, transduce through the thalamus, integrate here and then passed on to the cortex sensory centers. The cortex sends a signal back to the thalamic reticular nucleus-TRN, which uses the neurotransmitter GABA, to regulate thalamocortical communication, and inhibit transmission of less interesting signals. The TRN is located between thalamus and cortex as a thin lamina of neurons, which may function as an attentional gate. The thalamus can modulate the received information by increasing the essential signals, while less important information decreases or completely extinguishes. On this way, the thalamus selects the information, create the possibility to the individual to fully concentrate on the object of attention, the neurological process of filtering known as sensory gating. Brain filtering is an adaptive strategy, ensures that only the information relevant to our goals is allowed into our consciousness So, the thalamus filters the information, allowing the individual to fully concentrate on the object of attention.

Advertising, Selective Filters, Thalamus, Attention, Memory

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