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Computational Intelligence and Neuroscience
Volume 2010 (2010), Article ID 985867, 7 pages
http://dx.doi.org/10.1155/2010/985867
Research Article

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

1Department of Physiology and Pharmacology, University of Rome “Sapienza”, P.le A. Moro 5, 00185 Rome, Italy
2IRCCS Fondazione Santa Lucia, Laboratory of Neuroelectrical Imaging, Via Ardeatina 354, 00179 Rome, Italy
3Department of Computer Science and Informatics, University of Rome “Sapienza”, Via Ariosto 25, 00100 Rome, Italy

Received 24 July 2009; Accepted 29 September 2009

Academic Editor: Fabrizio De Vico Fallani

Copyright © 2010 Giovanni Vecchiato et al. 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.

Abstract

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.