Abstract
The use of modern brain imaging techniques could be useful to understand what brain areas are involved in the observation of video clips related to commercial advertising, as well as for the support of political campaigns, and also the areas of Public Service Announcements (PSAs). In this paper we describe the capability of tracking brain activity during the observation of commercials, political spots, and PSAs with advanced high-resolution EEG statistical techniques in time and frequency domains in a group of normal subjects. We analyzed the statistically significant cortical spectral power activity in different frequency bands during the observation of a commercial video clip related to the use of a beer in a group of 13 normal subjects. In addition, a TV speech of the Prime Minister of Italy was analyzed in two groups of swing and supporter voters. Results suggested that the cortical activity during the observation of commercial spots could vary consistently across the spot. This fact suggest the possibility to remove the parts of the spot that are not particularly attractive by using those cerebral indexes. The cortical activity during the observation of the political speech indicated a major cortical activity in the supporters group when compared to the swing voters. In this case, it is possible to conclude that the communication proposed has failed to raise attention or interest on swing voters. In conclusions, high-resolution EEG statistical techniques have been proved to able to generate useful insights about the particular fruition of TV messages, related to both commercial as well as political fields.
| Original language | English |
|---|---|
| Article number | 985867 |
| Journal | Computational Intelligence and Neuroscience |
| Volume | 2010 |
| DOIs | |
| Publication status | Published - 2010 |
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ASJC Scopus subject areas
- Computer Science(all)
- Mathematics(all)
- Neuroscience(all)
Cite this
EEG analysis of the brain activity during the observation of commercial, political, or public service announcements. / Vecchiato, Giovanni; Astolfi, Laura; Tabarrini, Alessandro; Salinari, Serenella; Mattia, Donatella; Cincotti, Febo; Bianchi, Luigi; Sorrentino, Domenica; Aloise, Fabio; Soranzo, Ramon; Babiloni, Fabio.
In: Computational Intelligence and Neuroscience, Vol. 2010, 985867, 2010.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - EEG analysis of the brain activity during the observation of commercial, political, or public service announcements
AU - Vecchiato, Giovanni
AU - Astolfi, Laura
AU - Tabarrini, Alessandro
AU - Salinari, Serenella
AU - Mattia, Donatella
AU - Cincotti, Febo
AU - Bianchi, Luigi
AU - Sorrentino, Domenica
AU - Aloise, Fabio
AU - Soranzo, Ramon
AU - Babiloni, Fabio
PY - 2010
Y1 - 2010
N2 - The use of modern brain imaging techniques could be useful to understand what brain areas are involved in the observation of video clips related to commercial advertising, as well as for the support of political campaigns, and also the areas of Public Service Announcements (PSAs). In this paper we describe the capability of tracking brain activity during the observation of commercials, political spots, and PSAs with advanced high-resolution EEG statistical techniques in time and frequency domains in a group of normal subjects. We analyzed the statistically significant cortical spectral power activity in different frequency bands during the observation of a commercial video clip related to the use of a beer in a group of 13 normal subjects. In addition, a TV speech of the Prime Minister of Italy was analyzed in two groups of swing and supporter voters. Results suggested that the cortical activity during the observation of commercial spots could vary consistently across the spot. This fact suggest the possibility to remove the parts of the spot that are not particularly attractive by using those cerebral indexes. The cortical activity during the observation of the political speech indicated a major cortical activity in the supporters group when compared to the swing voters. In this case, it is possible to conclude that the communication proposed has failed to raise attention or interest on swing voters. In conclusions, high-resolution EEG statistical techniques have been proved to able to generate useful insights about the particular fruition of TV messages, related to both commercial as well as political fields.
AB - The use of modern brain imaging techniques could be useful to understand what brain areas are involved in the observation of video clips related to commercial advertising, as well as for the support of political campaigns, and also the areas of Public Service Announcements (PSAs). In this paper we describe the capability of tracking brain activity during the observation of commercials, political spots, and PSAs with advanced high-resolution EEG statistical techniques in time and frequency domains in a group of normal subjects. We analyzed the statistically significant cortical spectral power activity in different frequency bands during the observation of a commercial video clip related to the use of a beer in a group of 13 normal subjects. In addition, a TV speech of the Prime Minister of Italy was analyzed in two groups of swing and supporter voters. Results suggested that the cortical activity during the observation of commercial spots could vary consistently across the spot. This fact suggest the possibility to remove the parts of the spot that are not particularly attractive by using those cerebral indexes. The cortical activity during the observation of the political speech indicated a major cortical activity in the supporters group when compared to the swing voters. In this case, it is possible to conclude that the communication proposed has failed to raise attention or interest on swing voters. In conclusions, high-resolution EEG statistical techniques have been proved to able to generate useful insights about the particular fruition of TV messages, related to both commercial as well as political fields.
UR - http://www.scopus.com/inward/record.url?scp=77953531304&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=77953531304&partnerID=8YFLogxK
U2 - 10.1155/2010/985867
DO - 10.1155/2010/985867
M3 - Article
AN - SCOPUS:77953531304
VL - 2010
JO - Computational Intelligence and Neuroscience
JF - Computational Intelligence and Neuroscience
SN - 1687-5265
M1 - 985867
ER -