Figure 1: The track of the mean cortical activity of the group of “drinkers” in the theta frequency band spot. The statistical significant activity in this population is shown in 2 panels each representing subsequent film segments of a TV spot with corresponding brain activity. Temporal axes beat the spot in correspondence to the beginning (T1) and the end (T2) of the entire film sequence: time in seconds. Note in the left lower panel the different brain views are relative to the brain seen from the back (1), left (2), front (3), and right (4).