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EEG Analysis of the Brain Activity during the Observation of Commercial, Political, or Public Service Announcements
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 d...
Autores principales: | , , , , , , , , , , |
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Formato: | Texto |
Lenguaje: | English |
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Hindawi Publishing Corporation
2010
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2801453/ https://www.ncbi.nlm.nih.gov/pubmed/20069055 http://dx.doi.org/10.1155/2010/985867 |
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author | Vecchiato, Giovanni Astolfi, Laura Tabarrini, Alessandro Salinari, Serenella Mattia, Donatella Cincotti, Febo Bianchi, Luigi Sorrentino, Domenica Aloise, Fabio Soranzo, Ramon Babiloni, Fabio |
author_facet | Vecchiato, Giovanni Astolfi, Laura Tabarrini, Alessandro Salinari, Serenella Mattia, Donatella Cincotti, Febo Bianchi, Luigi Sorrentino, Domenica Aloise, Fabio Soranzo, Ramon Babiloni, Fabio |
author_sort | Vecchiato, Giovanni |
collection | PubMed |
description | 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. |
format | Text |
id | pubmed-2801453 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2010 |
publisher | Hindawi Publishing Corporation |
record_format | MEDLINE/PubMed |
spelling | pubmed-28014532010-01-12 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 Comput Intell Neurosci Research Article 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. Hindawi Publishing Corporation 2010 2009-12-24 /pmc/articles/PMC2801453/ /pubmed/20069055 http://dx.doi.org/10.1155/2010/985867 Text en Copyright © 2010 Giovanni Vecchiato et al. https://creativecommons.org/licenses/by/3.0/ This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. |
spellingShingle | Research Article Vecchiato, Giovanni Astolfi, Laura Tabarrini, Alessandro Salinari, Serenella Mattia, Donatella Cincotti, Febo Bianchi, Luigi Sorrentino, Domenica Aloise, Fabio Soranzo, Ramon Babiloni, Fabio EEG Analysis of the Brain Activity during the Observation of Commercial, Political, or Public Service Announcements |
title | EEG Analysis of the Brain Activity during the Observation of Commercial, Political, or Public Service Announcements |
title_full | EEG Analysis of the Brain Activity during the Observation of Commercial, Political, or Public Service Announcements |
title_fullStr | EEG Analysis of the Brain Activity during the Observation of Commercial, Political, or Public Service Announcements |
title_full_unstemmed | EEG Analysis of the Brain Activity during the Observation of Commercial, Political, or Public Service Announcements |
title_short | EEG Analysis of the Brain Activity during the Observation of Commercial, Political, or Public Service Announcements |
title_sort | eeg analysis of the brain activity during the observation of commercial, political, or public service announcements |
topic | Research Article |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2801453/ https://www.ncbi.nlm.nih.gov/pubmed/20069055 http://dx.doi.org/10.1155/2010/985867 |
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