EEG Analysis of the Brain Activity during the Observation of Commercial, Political, or Public Service Announcements

Joint Authors

Salinari, S.
Babiloni, Fabio
Mattia, Donatella
Aloise, Fabio
Astolfi, Laura
Cincotti, Febo
Sorrentino, Domenica
Bianchi, Luigi
Soranzo, Ramon
Vecchiato, Giovanni
Tabarrini, Alessandro

Source

Computational Intelligence and Neuroscience

Issue

Vol. 2010, Issue 2010 (31 Dec. 2010), pp.1-7, 7 p.

Publisher

Hindawi Publishing Corporation

Publication Date

2009-12-24

Country of Publication

Egypt

No. of Pages

7

Main Subjects

Biology

Abstract EN

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.

American Psychological Association (APA)

Vecchiato, Giovanni& Astolfi, Laura& Tabarrini, Alessandro& Salinari, S.& Mattia, Donatella& Cincotti, Febo…[et al.]. 2009. EEG Analysis of the Brain Activity during the Observation of Commercial, Political, or Public Service Announcements. Computational Intelligence and Neuroscience،Vol. 2010, no. 2010, pp.1-7.
https://search.emarefa.net/detail/BIM-513751

Modern Language Association (MLA)

Vecchiato, Giovanni…[et al.]. EEG Analysis of the Brain Activity during the Observation of Commercial, Political, or Public Service Announcements. Computational Intelligence and Neuroscience No. 2010 (2010), pp.1-7.
https://search.emarefa.net/detail/BIM-513751

American Medical Association (AMA)

Vecchiato, Giovanni& Astolfi, Laura& Tabarrini, Alessandro& Salinari, S.& Mattia, Donatella& Cincotti, Febo…[et al.]. EEG Analysis of the Brain Activity during the Observation of Commercial, Political, or Public Service Announcements. Computational Intelligence and Neuroscience. 2009. Vol. 2010, no. 2010, pp.1-7.
https://search.emarefa.net/detail/BIM-513751

Data Type

Journal Articles

Language

English

Notes

Includes bibliographical references

Record ID

BIM-513751