Here in London, we have no shortage of science-art-media crossover events. It started with places like the Royal Institution and the various museums, then gained momentum with the opening of the Dana Centre and Wellcome Collection. These days, they’re springing up in galleries, pubs and coffee shops.

Now it’s the turn of the cocktail bar. On February 10, thinkers and drinkers will assemble at The Book Club in Shoreditch to debate Advertising at the Frontiers of Consciousness.

What does that mean?

’cordin to the blurb, the evening will explore the use of neuroscience and psychology to make the most compelling advert possible.

Exactly what happens to your brain when you see a 118-118 commercial? And why does a drumming gorilla make you feel happy? What is it that so inexorably draws irrational minds towards particular products and services?

They’ve got proper scientists on hand, and everything. Prof Gemma Calvert runs an ‘applied neuroimaging’ group at the University of Warwick, and her unusual CV combines a mastery of fMRI with a background in marketing. She’ll be joined by marketeers (is that a suitable term? Probably not. I don’t have marketing on my CV) Greg Rowland and John Phillips. The line-up is completed by sci-fi author Matthew de Abaitua.

The event is part of a new series called ‘Future Human’, which will run on the second Wednesday of every month, and is hosted by the folk behind Bad Idea magazine. After the talk, the evening eases into a session of networking, cocktails, DJs and dancing. You don’t get that at the Royal Society.

Future Human, London’s New Theatre of Ideas launches at The Book Club, London on Wednesday February 10, 2010 with ‘Advertising at the Frontiers of Consciousness’. The event starts at 7.30 pm and entrance is £8. Tickets are strictly limited, and can be purchased in advance at The Book Club or online.

PS, Anyone want to come with me?