The value of ideas for social change: Social Advertising, Biopolitics and Neuroethics

The space of social communication ideas is occupied by a large and diverse network of associations. All these ideologies share the common denominator of modern culture, pluralism. We are facing a new belief system that imposes basic feeling that dominates the world view, the will to power. The triumphant new ideology involves their own contradictions and it must organize and prioritize the desire for justice, ethics and pluralism. It must encourage social intelligence to solve the problem of transforming the welfare needs of society into an individual need. Social advertising helps resolve this contradiction and uses the contributions of creativity, biopolitics, and neuroethics.