The study of brain activity during the observation of commercial advertsing by using high resolution EEG techniques

Giovanni Vecchiato, Laura Astolfi, Fabrizio De Vico Fallani, Serenella Salinari, Febo Cincotti, Fabio Aloise, Donatella Mattia, Maria Grazia Marciani, Luigi Bianchi, Ramon Soranzo, Fabio Babiloni

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

In this paper we illustrate the capability of tracking brain activity during the observation of commercial TV spots by using advanced high resolution EEG statistical techniques in time and frequency domains. In particular, we analyzed the statistically significant cortical spectral power activity in different frequency bands during the observation of a commercial videoclip 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 analized 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 part 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 have been proved able to generate useful insights about the particular fruition of TV messages, related to both commercial as well as political fields.

Original languageEnglish
Title of host publicationProceedings of the 31st Annual International Conference of the IEEE Engineering in Medicine and Biology Society: Engineering the Future of Biomedicine, EMBC 2009
Pages57-60
Number of pages4
DOIs
Publication statusPublished - 2009
Event31st Annual International Conference of the IEEE Engineering in Medicine and Biology Society: Engineering the Future of Biomedicine, EMBC 2009 - Minneapolis, MN, United States
Duration: Sep 2 2009Sep 6 2009

Other

Other31st Annual International Conference of the IEEE Engineering in Medicine and Biology Society: Engineering the Future of Biomedicine, EMBC 2009
CountryUnited States
CityMinneapolis, MN
Period9/2/099/6/09

ASJC Scopus subject areas

  • Cell Biology
  • Developmental Biology
  • Biomedical Engineering
  • Medicine(all)

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