The article reviews the role of transcription factors in long-term memory and synaptic plasticity. Transcription is a critical process for both processes, involving chromatin and various proteins that regulate gene expression. The review highlights the importance of transcription factors such as CREB, C/EBP, Egr, AP-1, and Rel in these processes. Studies using transcriptional inhibitors have shown that transcription is essential for long-term memory formation, while translation inhibitors have less impact. The review also discusses the regulation of transcription, including the roles of RNA polymerase and transcription factors, and the evolution of transcription factors. Specific focus is given to CREB, which is involved in neurogenesis, neuronal survival, and memory formation. CREB is activated by phosphorylation at Ser 133 and plays a crucial role in long-term potentiation (LTP) and memory consolidation. C/EBP, another family of transcription factors, is also essential for synaptic plasticity and memory formation, particularly in the hippocampus. The article concludes by discussing the temporal and spatial requirements of CREB and C/EBP in memory formation and the mechanisms by which they regulate gene expression.The article reviews the role of transcription factors in long-term memory and synaptic plasticity. Transcription is a critical process for both processes, involving chromatin and various proteins that regulate gene expression. The review highlights the importance of transcription factors such as CREB, C/EBP, Egr, AP-1, and Rel in these processes. Studies using transcriptional inhibitors have shown that transcription is essential for long-term memory formation, while translation inhibitors have less impact. The review also discusses the regulation of transcription, including the roles of RNA polymerase and transcription factors, and the evolution of transcription factors. Specific focus is given to CREB, which is involved in neurogenesis, neuronal survival, and memory formation. CREB is activated by phosphorylation at Ser 133 and plays a crucial role in long-term potentiation (LTP) and memory consolidation. C/EBP, another family of transcription factors, is also essential for synaptic plasticity and memory formation, particularly in the hippocampus. The article concludes by discussing the temporal and spatial requirements of CREB and C/EBP in memory formation and the mechanisms by which they regulate gene expression.