EEG in analysis of the level of interest in social issue advertising

Abstract Advertising broadcast within the scope of conducted social campaigns is usually intended to shape certain attitudes about important social challenges. One of the methods to check the effectiveness of advertising is to analyze the receipt of the given message by the audience. The advert making aware about the importance of observing traffic rules and informing about the role of the automatic traffic supervision system in improving safety was analyzed in this respect. Cognitive neuroscience technique, such as EEG have been used. Individual shots of the advertising spot were verified with regard to their impact on interest of the recipient.