The Track of Brain Activity during the Observation of TV Commercials with the High-Resolution EEG Technology

We estimate cortical activity in normal subjects during the observation of TV commercials inserted within a movie by using high-resolution EEG techniques. The brain activity was evaluated in both time and frequency domains by solving the associate inverse problem of EEG with the use of realistic head models. In particular, we recover statistically significant information about cortical areas engaged by particular scenes inserted within the TV commercial proposed with respect to the brain activity estimated while watching a documentary. Results obtained in the population investigated suggest that the statistically significant brain activity during the observation of the TV commercial was mainly concentrated in frontoparietal cortical areas, roughly coincident with the Brodmann areas 8, 9, and 7, in the analyzed population.

[1]  E. Halgren,et al.  Dynamic Statistical Parametric Mapping Combining fMRI and MEG for High-Resolution Imaging of Cortical Activity , 2000, Neuron.

[2]  W. Klimesch,et al.  Upper alpha ERD and absolute power: their meaning for memory performance. , 2006, Progress in brain research.

[3]  F. Craik,et al.  Hemispheric encoding/retrieval asymmetry in episodic memory: positron emission tomography findings. , 1994, Proceedings of the National Academy of Sciences of the United States of America.

[4]  Aleksandra Uzelac,et al.  Joe Cappo: The Future of Advertising: New Media, New Clients New Consumers in the Post-television Age, McGraw Hill, 2003. , 2004 .

[5]  A Urbano,et al.  Human short latency cortical responses to somatosensory stimulation. A high resolution EEG study , 1997, Neuroreport.

[6]  Jiafei Yin,et al.  International Advertising Strategies in China: A Worldwide Survey of Foreign Advertisers , 1999 .

[7]  Tim Ambler,et al.  The impact of affect on memory of advertising , 1999 .

[8]  Charles Young,et al.  Brain Waves, Picture Sorts®, and Branding Moments , 2002, Journal of Advertising Research.

[9]  John R. Rossiter,et al.  Brain-Imaging Detection of Visual Scene Encoding in Long-term Memory for TV Commercials , 2001, Journal of Advertising Research.

[10]  P. Rossini,et al.  High-resolution electro-encephalogram: source estimates of Laplacian-transformed somatosensory-evoked potentials using a realistic subject head model constructed from magnetic resonance images , 2000, Medical and Biological Engineering and Computing.

[11]  Laura Astolfi,et al.  Extracting Information from Cortical Connectivity Patterns Estimated from High Resolution EEG Recordings: A Theoretical Graph Approach , 2007, Brain Topography.

[12]  S. Braeutigam.  Neuroeconomics—From neural systems to economic behaviour , 2005, Brain Research Bulletin.

[13]  Tim Ambler,et al.  The distributed neuronal systems supporting choice‐making in real‐life situations: differences between men and women when choosing groceries detected using magnetoencephalography , 2004, The European journal of neuroscience.

[14]  Yong J. Hyun,et al.  Predicting Memory for Components of TV Commercials from EEG , 1990 .

[15]  J. Le,et al.  Method to reduce blur distortion from EEG's using a realistic head model , 1993, IEEE Transactions on Biomedical Engineering.

[16]  F. Babiloni,et al.  Estimation of the cortical functional connectivity with the multimodal integration of high-resolution EEG and fMRI data by directed transfer function , 2005, NeuroImage.

[17]  F. Babiloni,et al.  Assessing cortical functional connectivity by linear inverse estimation and directed transfer function: simulations and application to real data , 2005, Clinical Neurophysiology.

[18]  Joe Cappo,et al.  The Future of Advertising: New Media, New Clients, New Consumers in the Post-Television Age , 2003 .

[19]  Bin He,et al.  Evaluation of cortical current density imaging methods using intracranial electrocorticograms and functional MRI , 2007, NeuroImage.

[20]  G. A. Miller,et al.  Comparison of different cortical connectivity estimators for high‐resolution EEG recordings , 2007, Human brain mapping.

[21]  W. J. Nowack.  Neocortical Dynamics and Human EEG Rhythms , 1995, Neurology.

[22]  S. Rose,et al.  Salience and choice: Neural correlates of shopping decisions , 2004 .

[23]  A Gevins,et al.  High resolution EEG: 124-channel recording, spatial deblurring and MRI integration methods. , 1994, Electroencephalography and clinical neurophysiology.

[24]  Andreas A. Ioannides,et al.  Real Time Processing of Affective and Cognitive Stimuli in the Human Brain Extracted from MEG Signals , 2000, Brain Topography.

[25]  F Cincotti,et al.  Mapping of early and late human somatosensory evoked brain potentials to phasic galvanic painful stimulation , 2001, Human brain mapping.

[26]  A. Urbano,et al.  Dynamic functional coupling of high resolution EEG potentials related to unilateral internally triggered one-digit movements. , 1998, Electroencephalography and clinical neurophysiology.

[27]  H. E. Krugman,et al.  Brain wave measures of media involvement. , 1971 .

[28]  F Babiloni,et al.  High resolution EEG: a new model-dependent spatial deblurring method using a realistically-shaped MR-constructed subject's head model. , 1997, Electroencephalography and clinical neurophysiology.

[29]  Bin He,et al.  Estimating cortical potentials from scalp EEG's in a realistically shaped inhomogeneous head model by means of the boundary element method. , 1999, IEEE transactions on bio-medical engineering.

[30]  Fabrizio De Vico Fallani,et al.  Brain Activity Related to the Memorization of TV Commercials , 2008 .

[31]  S. G. Andino,et al.  Distributed Source Models: Standard Solutions and New Developments , 1999 .

[32]  F Cincotti,et al.  Imaging functional brain connectivity patterns from high-resolution EEG and fMRI via graph theory. , 2007, Psychophysiology.