From cognitive control to creativity: The conflict resolution of surrealistic imagery

Surrealistic imagery juxtaposes common visual elements to create un-ordinary associations with semantically conflicting representations. We hypothesize that these images engage the conflict processing network that has been described in cognitive neuroscience theories, and probed with laboratory protocols such as the Stroop or Flanker tasks. We addressed this hypothesis by measuring mid-frontal Theta power using EEG while participants watched surrealistic images through a social media-like interface. Surrealistic images, compared to controls, produced a significant Theta power increase, as predicted from cognitive conflict theory. We also found increased memory for surrealistic images one week after exposure, compared to the controls. These findings provide evidence for the surrealistic artistic strategy to effectively engage viewer s cognitive control and boost memorability. In these studies, we provide validation of cognitive theories in real-life scenarios and insights regarding the use of neural correlates as effectiveness metrics in creative communication, as well as the arts.