Mark Bartholomew is a full professor at the University at Buffalo School of Law, where he teaches and writes in the areas of intellectual property and law and technology, with an emphasis on copyright law, trademark law, advertising regulation, and online privacy. He is the author of Adcreep: The Case Against Modern Marketing (2017).

'In this engaging and pathbreaking book, Professor Mark Bartholomew uncovers how neuroscience is poised to dramatically change intellectual property theory and practice. This innovative book is the first to explore the promise and peril of neuroscience for patent and copyright law. It's a must read for lawyers, students, scholars, and anyone who has ever wondered about how the law protects our unique human creativity.' Francis Shen, Associate Professor of Psychiatry, MGH & Harvard Medical School Center for Bioethics, Affiliated Professor, Harvard Law School

• Part I. The law and neuroscience of creative activity: 1. Copyright and creativity; 2. Inside the design process; Part II. Understanding audiences for art and advertising; 3. Neuroaesthetics and copyright infringement; 4. Seeing design; 5. Neuromarks; Part III. Using neuroscience to improve intellectual property law; 6. How to take creativity seriously; 7. Know your audience; 8. Advertising, fast and slow; Conclusion.

Mark Bartholomew is a full professor at the University at Buffalo School of Law, where he teaches and writes in the areas of intellectual property and law and technology, with an emphasis on copyright law, trademark law, advertising regulation, and online privacy. He is the author of Adcreep: The Case Against Modern Marketing (2017).

'In this engaging and pathbreaking book, Professor Mark Bartholomew uncovers how neuroscience is poised to dramatically change intellectual property theory and practice. This innovative book is the first to explore the promise and peril of neuroscience for patent and copyright law. It's a must read for lawyers, students, scholars, and anyone who has ever wondered about how the law protects our unique human creativity.' Francis Shen, Associate Professor of Psychiatry, MGH & Harvard Medical School Center for Bioethics, Affiliated Professor, Harvard Law School

• Part I. The law and neuroscience of creative activity: 1. Copyright and creativity; 2. Inside the design process; Part II. Understanding audiences for art and advertising; 3. Neuroaesthetics and copyright infringement; 4. Seeing design; 5. Neuromarks; Part III. Using neuroscience to improve intellectual property law; 6. How to take creativity seriously; 7. Know your audience; 8. Advertising, fast and slow; Conclusion.

Mark Bartholomew is a full professor at the University at Buffalo School of Law, where he teaches and writes in the areas of intellectual property and law and technology, with an emphasis on copyright law, trademark law, advertising regulation, and online privacy. He is the author of Adcreep: The Case Against Modern Marketing (2017).

'In this engaging and pathbreaking book, Professor Mark Bartholomew uncovers how neuroscience is poised to dramatically change intellectual property theory and practice. This innovative book is the first to explore the promise and peril of neuroscience for patent and copyright law. It's a must read for lawyers, students, scholars, and anyone who has ever wondered about how the law protects our unique human creativity.' Francis Shen, Associate Professor of Psychiatry, MGH & Harvard Medical School Center for Bioethics, Affiliated Professor, Harvard Law School

• Part I. The law and neuroscience of creative activity: 1. Copyright and creativity; 2. Inside the design process; Part II. Understanding audiences for art and advertising; 3. Neuroaesthetics and copyright infringement; 4. Seeing design; 5. Neuromarks; Part III. Using neuroscience to improve intellectual property law; 6. How to take creativity seriously; 7. Know your audience; 8. Advertising, fast and slow; Conclusion.